University of St. Thomas, College of Business, Brand Identity Guide

1
College of Business
Brand Identity System
March 2006

2
The University of St.Thomas College of Business is
excited to launch a new brand identity that conveys
through our print communications who we are and what
we are about. Many people in the College of Business
have invested significant time and energy in this effort.
To successfully carry out this brand identity, it is crucial
that we demonstrate unity and consistency in the way
we visually present our messages to the public.
The purpose of this book is to clarify our new graphic
identity standards that will be applied to all of our
marketing communications. I have personally approved
this brand identity, and therefore request that all units
in the College of Business use these new standards
according to the guidelines laid out in this manual.
University Relations will be assisting in the maintenance
of these standards as additional publications and materials
are updated to the new brand identity. If concerns or
questions arise regarding the standards, please contact
me directly.
Thank you for your cooperation.
Sincerely,
Christopher Puto, Ph.D.
Dean and Opus Distinguished Chair
University of St.Thomas College of Business

3
Understanding the System
The University of St.Thomas College of Business Brand
Identity System can be understood as a hierarchy of rules
affecting choices of font, color and graphic elements.
The diagram to the right outlines this system’s structure.
In this system, rules flow from “parents” to “children.”
The University of St.Thomas is the “parent” of the
College of Business and the rules governing fonts, for
example, are inherited by the “child,” College of Business.
A parent rule is inherited unless it is overwritten by a
rule attached to the child. For example, when developing
a piece that describes the UST MBA program as a whole,
a designer could choose to use one of the four colors
represented in the diagram.The Evening UST MBA,
however, does not inherit the option to use any of the
four colors: a rule specifies that only PMS 137 may be
used when designing a piece for the evening program.
Using the logic of the diagram, all College of Business
font rules, covering both degree and non-degree
programs, are inherited from the university’s own graphic
identity standards.To continue, notice that all non-degree
programs are forbidden from using the stained glass
banner and colors specifically assigned to the degree
programs, and vice versa.
The standards described in this guide are reflected in
the Full-time UST MBA viewbook, the first publication to
incorporate the new brand look.

4
College of Business
Brand Identity Standards
As space allows and as appropriate, the words “College
of Business” must appear on all pieces, in close proximity
to the University of St.Thomas logo. On collateral,
it must appear on the cover. When creating this unit, the
CoB type must not violate the control area around the
UST logo: one shield’s width around the entire UST logo.
See http://www.stthomas.edu/graphicidentity/control.asp
for exact specifications regarding the UST logo.
The “College of Business” should be set in Garamond 3
Medium, not the UST logo type, and should be set in a
point size that makes it discernably smaller than the
UST logo.
Headlines and sub-heads should be set in Helvetica Neue
Condensed Bold.
Body text should be set in Garamond 3 Medium.
College of Business
GARAMOND 3 MEDIUM
College of Business
College of Business
PREFERRED LOGO TREATMENT
At St. Thomas, we have emphasized the role of ethics in our MBA programs
for more than 30 years. Ethics is not a recent addition to our curriculum – it
is not an “add-on” for us; rather, it is integrated throughout the curriculum.
Business leaders must have a sound moral compass to guide them through
the difficult ethical dilemmas that confront them. In the Full-time UST MBA,
you will go beyond discussing responsible business leadership to actually
making complex decisions in your classes. In addition, you will bring these
concepts to the personal level and think about what is important to you.

5
Working With the
University of St.Thomas Logo
The graphic identity standards of the University of
St.Thomas remain in effect.When creating work for the
College of Business, these standards affect the use of the
University’s logo.The standard UST logo is shown here
and is the preferred version for all uses.
A rule specific to the College of Business
When using the standard UST logo, the placement of the
left edge of the logo is dependent on whether the logo is
the top element on the page or the bottom element.
An in-depth 12-week program from
The Center For Business Excellence
www.stthomas.edu/cbe
keyword: lean
College of Business
An in-depth 13-week program from
The Center For Business Excellence
www.stthomas.edu/cbe
keyword: marketing management
College of Business
When the UST logo
appears at the bottom of
the page, the shield is ﬂush
left with the elements
above it.
When the UST logo
appears at the top of the
page, the shield “hangs” in
the margin and subsequent
elements flush left under
the UST logo font.
When the UST logo
appears at the bottom of
the page, the shield is flush
left with the elements
above it.

6
The Degree Program System
Available Graphics
Stained Glass Banners
The “stained glass banner” is to be used only on
documents pertaining to College of Business degree
programs. Two sets of files have been created for use on
the top of a page, bottom, and right edge (top versions
rotated +90 degrees).These are the only approved
locations. See University Relations for low and high
resolution versions of this artwork.
To use these banners, place the corner of the graphic in
the bleed area of your piece.The graphic should be used
at 100% of size. Use the entire height of the graphic
(or width when running horizontally) whenever possible,
trim when necessary. Do not shrink the graphic to make
the width fit the piece you’re designing. Place the graphic
and let the excess width run off the edge of the page.
The black border on the stained glass graphic should
always face the page text. A control area of no less than
0.5 inches should be maintained between the stained
glass banner and all text and artwork.
Photo Border
Regardless of the size of the photograph, a 10pt, 100%
black border should frame the picture.
Place corner of graphic in
bleed, let height and width
run. Do not shrink graphic
to ﬁt. See previous
instructions for more
details.
Keep page text at least
0.5 inches from banner.
Black border always faces
towards center of the page.
Banners for use on page top and right
side (rotate +90 degrees)
Banners for use on page bottom
Always use a10pt
100% black
photo border

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PMS 485 C PMS 137 C PMS 2727 C PMS 369 C
UST MBA Brand Identifiers and Colors
Full-time Evening Executive Health Care
Helvetica
Neue Light.
Height of tag
is 22% of UST
MBA height
FULL-TIME EVENING
EXECUTIVE HEALTH CARE

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PMS 1655 C PMS 2582 C
UST MS Brand Identifiers and Colors
Accountancy Real Estate
REAL ESTATEACCOUNTANCY

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PMS 2995 C
Business Communication
UST MBC Brand Identifier and Colors
BUSINESS
COMMUNICATION

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The Degree Program System in Use:
UST MBA Viewbook
College of Business
University of St.Thomas logo is
a blind emboss (color shown
here is to simulate the tonality
of the raised surface of the
lettering and is not to be used
under any circumstances). Black
may be used as a substitute for
the blind emboss.
CoB type in 100% black
UST MBA Brand Identifier must be this
size, no larger, no smaller. Note that no
copy other than the program identifier is
allowed under the Brand Identifier.
Program Identifier is always 100% white.
Stained Glass Banner. More details can be
found inside this guidebook.
Cover color based on
degree program. More
details can be found inside
this guidebook.
All UST MBA viewbooks must follow this format. No changes are to be made
to the size or position of these elements. No additional elements are to be
added to the cover.
All viewbooks will be printed 4-color plus one PMS plus coating.See University
Relations for details and exact specifications.
All UST MBA viewbooks should be 9" x 12". Supporting documents should be
8.5" x 11" or 5.5" x 8.5".
Note: Page numbering convention
considers the cover as page 1. However,
actual page number never appears on the
cover.

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UST MBA Viewbook

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To be relevant in today’s business world, business leaders must have a solid understanding
of core business concepts and how they are interrelated in the overall business system.
This full understanding is built on a combination of knowledge and practice.
Knowledge of business concepts enables leaders to interpret and resolve new and
continually changing circumstances; however, concepts and knowledge without the
experience of practical application can leave managers hesitant and uncertain regarding
how to best deal with problems when they arise in the real world of business.
In the full-time UST MBA, you will have many hands-on opportunities to actually
practice – in simulations and live business environments – what you are learning.
The confidence and savvy gained from this will help you confront and resolve the
issues you encounter throughout your professional career.
Being relevant in today’s business world also means having the savvy to compete in the
global marketplace. Whether you work for a large multinational company or a small
business start-up, your business is affected by the global economy, other cultures and
international relationships.
• Apply skills learned during your first year to a real business by conducting
a consulting project for a Minneapolis/St. Paul organization.
• Manage a company with a small group of your peers using an advanced computerized
business simulation. Make weekly decisions about opportunities, product development,
strategy, production and positioning in the global marketplace. Receive weekly feedback
on sales results, market share, stock prices and bottom-line profits.
• Be CEO, recruit and form a leadership team, then bid to take over the management
of simulated companies. You will use all of the knowledge and skills you develop in
the first three semesters and the summer internship to demonstrate your abilities to
successfully operate a business.
• Work in a cross-cultural team on a global business case.
• Participate in a finance and banking course offered in partnership with Lloyd’s of London,
held at Lloyd’s Training Centre in the heart of London’s financial district.
• In your classes, explore the ethical and strategic issues associated with operating in
a borderless business world.
• Participate as a venture capitalist in funding new business start-ups.
• Manage an actual investment portfolio for the University of St. Thomas, gaining
hands-on experience in portfolio management and individual stock valuation.
• Analyze human resource systems to identify key factors for retaining top employees.
• Visit local companies to observe how concepts you are learning apply there. Some
organizations that full-time UST MBA students recently visited include:
Best Buy Leadership Institute Simon Delivers Imation
Minneapolis Grain Exchange General Mills Medtronic
Polaris Industries
10pt 100% black
Available for use only by College of
Business degree programs. Note:
artwork prebuilt with black border.
See University Relations for high
resolution files.
Helvetica Neue Condensed Bold
20pt/22pt
Optical kerning
Garamond 3 Medium
12pt/14pt
Optical kerning
Left Aligned
Left indent: 0.1389 in
First line indent: 0
Paragraph (space before): 0.0972 in
8pt/8pt
Optical kerning
tab: 0.5 in Helvetica Neue Light
8pt/8pt
Optical kerning
tab: 0.5 in
12pt/14.4pt
Optical kerning
Left align
Left indent: 0.1389
Garamond 3 Medium
12pt/14pt
Optical kerning
Bullets: 8pt
Left Aligned
First line indent: -0.1389
Garamond 3 Medium
12pt/14pt
Optical kerning
Left Aligned
Table spacing: 0.1667 in (before) -0.0556 in
Cell insets: top 0.0833, bottom 0.1111, right
Cell stroke: 0.25pt black solid

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The Degree Program System in use:
Brand Advertising
The Role of Brand Advertising
Brand advertising links a product and a favorable
impression in the mind of the consumer so that it
can be easily recalled when the consumer is ready to
buy. Brand advertising does not sell products directly.
Direct marketing is better suited to selling, but is more
effective if it can leverage a favorable brand impression
created by brand advertising.
The Importance of Relevance
All types of marketing, whether brand advertising or
direct marketing, are more effective if they are relevant
to the needs of the target audience. Like the event ads
shown on page 14, effective brand advertising doesn’t talk
about the product, it talks about the needs of a specific
audience and offers your brand as a relevant, simple
solution to those needs. Relevance is the core
determinent of whether your marketing will be successful.
The more relevant your offerings and marketing are,
the more you’ll sell. It’s that simple.
The Importance of Consistency
All marketing budgets are limited.The more limited
the budget, the more difficult it is for a brand to be
noticed and a favorable brand impression created.
Consistency is necessary if you are going to be seen
and remembered by consumers.The goal of consistency
is to create a percieved presence and importance in the
market far greater than your budget. Consistent use of
the graphic standards shown here and in the rest of this
guide is the best way to leverage your marketing budget.
All Marketing is Brand Advertising
Everything you put into the marketplace either raises the
value of your brand or diminishes it. Remember that if
you’re tempted to cut quality to save money.
When advertising the overall UST MBA program, any of the
colors assigned to individual UST MBA programs may be
used.Ads for the individual UST MBA programs, such as
evening and executive, may only use the color assigned to
that specific program.
Ad layout is simple and uncrowded.Too much information
with too little rest space makes an ad hard to notice and
read, thus making it less effective.
If you’re thinking about advancing
your career and getting your MBA,
consider the University of St. Thomas.
For more than 30 years, our relevant,
principled, personal approach has
prepared leaders to make a difference
in global business. For more information
on the Full-time, Evening, Executive or
Health Care UST MBA, visit
www.stthomas.edu/mba/fastcompany
or contact the UST College of Business at
(800) 328-6819, Ext. 4302.
College of Business
If you’re thinking about
advancing your career and
getting your MBA, consider
the University of St. Thomas.
For more than 30 years our
relevant, principled, personal
approach has prepared leaders
to make a difference in global
business. For more information
on our Full-time, Evening,
Executive and Health Care
UST MBA programs, contact
the UST College of Business.
www.stthomas.edu/cob/graduate
(800) 328-6819, Ext. 4302
College of Business
UST MBA bleeds off
two sides.
Copy is brief and to
the point.The call-
to-action is bolded
to make it stand out.
Brand elements of the
stained glass graphic,
university logo, color,
and UST MBA graphic
are used in a new
arrangement.
(800) 328-6819, Ext. 4302
College of Business
(800) 328-6819, Ext. 4302
College of Business
(800) 328-6819, Ext. 4302
College of Business
(800) 328-6819, Ext. 4302
College of Business
(800) 328-6819, Ext. 4302
College of Business
(800) 328-6819, Ext. 4302
College of Business

14
Event Advertising
Speak to the customer’s needs
Effective advertising doesn’t talk about a product, it talks
about the needs of a specific audience and offers a product
as a relevant, simple solution to those needs. In this case,
the solution is a series of free seminars for people interested
in pursuing their dream of getting an MBA.
Telegraph your product’s value
Ads for events shouldn’t just list what will be discussed;
they should telegraph a benefit. In this example, the benefit
promise is a free information session for people interested in
pursuing an MBA. Note that a confident tone of voice, simple
message, and a clean, professional design communicate the
high quality of these sessions (conversely, the effect of
verbose writing, too much information, and sloppy design
will diminish the value of your offering).
Ask the customer to take action
Effective advertising also contains a call to action and
an incentive. Because we want to gauge the demand for
these events and get an accurate count of people who
will be attending, the event location has been withheld to
provide an incentive to call. Of course, other incentives
can be used, such as “Space is limited: Register now,”
however, the strategy here was to make the call to
action as friendly as possible.
Too much copy can kill an ad’s effectiveness
This is especially true today. Keep your ads short and to the
point: the point is getting people to take action. When
possible, include an incentive to call that’s stronger than the
usual,“Call for more information.” Links to all of the
information relevant to an event, the information you can’t
and shouldn’t try to fit into an ad, must reside at the URL
provided in the ad.
Attention from consumers is
limited. Don’t expect them to
read and be educated before
you get them into the
classroom. Ad copy must be
brief and to the point: the
point is getting them to take
action. Include an incentive,
in this case, call for directions
to the event. Bold the call-to-
action to make it stand out.
Events are clustered into a unit with
borders dividing the information into
sub-units.This makes it easy to read
and understand.
Ad layout is simple and uncrowded: too
much information with too little rest
space makes an ad hard to notice and
UST MBA is the most important, thus
the largest, graphic element on the
page and bleeds off two sides.
You’re invited to a free information
session on the downtown
Minneapolis campus to learn more
about our UST MBA programs.
No registration is necessary. For
location details or to discover our
approach to educating global busi-
ness leaders, call (651) 962-4302 or
visit www.stthomas.edu/mba/metro.
Evening UST MBA
4:30-5:30 p.m.
Wednesday, Nov. 16
11 a.m.-1 p.m., Friday, Nov. 18
Executive UST MBA
9-11 a.m.
Friday, Nov. 18 and Dec. 9
Full-time UST MBA
4:30-6:30 p.m., Thursday, Dec. 1
Health Care UST MBA
Call for more information.
College of Business
Consistency in all marketing communications is
maintained by using the same graphic elements
— the stained glass graphic, university logo,
color and UST MBA graphic — in a new, but
similar graphic arrangement.

15
The Degree Program System in use:
Testimonial Advertising
Guidelines for Capturing Effective Testimony
Testimonial advertising can help build the credibility of a
product, but only if it is done right. Effective testimony is
relevant to the target audience and it is sincere. Business
jargon and business-speak lessen the credibility of the
testimony. The more human the testimony, the more
effective it is. Most important, the more highly credentialed
the featured person, the more effective the testimony.
Guidelines for Creating Testimonial Ads
Testimony is a technique. It is important to remember
that UST MBA testimonial ads are about the UST MBA
program and not the person featured. The relative space
and copy given to each ad element must reflect this.
Consistency, again.
Because marketing budgets are always limited and ads are
being created across a variety of products and departments,
testimonial ads must build on the same brand standards
as brand and event ads in order to create a greater
presence in the marketplace.
Testimonial ads are about
the UST MBA program
and not the person
featured.Thus this
photograph is smaller
than UST MBA graphic.
“St. Thomas perfectly balanced classroom learning with real world
experience. My UST MBA provided me with a broader view more closely
aligned with general management. This has been extremely helpful to me
as a small business owner.”
Arthur Johnson
President, Infinity Systems, Inc.
UST MBA ’97
For program options, visit www.stthomas.edu/mba/bmba or call
(800) 328-6819, Ext. 4302.
UST MBA is the most important, thus
the largest, graphic element on the
page and bleeds off two sides.
Copy and testimonial are brief and to
the point. Phone numbers and URL’s
are bolded to make them stand out.
Ad layout is simple and uncrowded: too
much information with too little rest
space makes an ad hard to notice and
Consistency in all marketing communications is maintained by using the
same graphic elements — the stained glass graphic, university logo, color
and UST MBA graphic — in a new, but similar graphic arrangement.

16
Any publication that focuses on non-degree programs
within the College of Business should follow this system.
The same is true for publications that focus on the
College of Business in general (for example, a brochure
that describes the mission and vision of the UST College
of Business). Publications that focus exclusively on the
degree programs should follow the system described on
previous pages.
Colors
Black and Silver (PMS 8001) should be used in all general
and non-degree College of Business publications. When cost
is an issue, grey may be substituted for the silver.The cover
should always be a dense black created by running Cyan or
a combination of Cyan and Magenta underneath the black to
create density. In pieces using only two colors, it is
recommended that the black and silver be used as page
backgrounds and text, as well as duotones of photography
and artwork.
In pieces using four-color separations, a fifth color of silver
should be used as an accent or flooded onto the page as
a background.
Stained Glass Graphic
Non-degree programs must only use the stained glass
graphic treatment described on this page.The stained glass
banner (see page 6) is reserved for publications that feature
degree programs.
Note: Both treatments of the stained glass graphic must
never be produced on the cover of a publication using
anything less than four-color process. Inside, however,
it may be produced in black and white.
Program names
In all College of Business publications, non-degree and
degree program names should be set in Helvetica Neue
Condensed Bold. See the “Graduate Business Career
Services” example shown here.
Graduate Business
Career Services
Connecting College of
Business graduate
students and alumni
with career success
College of Business
CoB TYPE:
Garamond 3 Medium
16pt
Optical kerning
STAINED GLASS
This art for the College of Business
consists of two objects: an image and a
mask. By simply changing the mask, many
variations can be produced without
incurring additional cost for new artwork
and new color separations.
HEAD:
13pt/14pt
Optical kerning
DESCRIPTION:
Garamond 3 Medium
10pt/12pt
Optical kerning
1.1111 in
1.8681 in
2.6979 in
9.9375 in
1.3958 in
6.1563 in
5.7292 in
3.4219 in
8.5 in
11 in
0.75 in
7.5 in
The Non-Degree Program System
Graphics, Colors and Program Identifiers

17
To ensure you are working with approved
materials, fonts and logos, please contact
University Relations, Mail LOR508,
(651) 962-6400

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