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IUAA-Brand-Assets
This document provides branding guidelines for the IU Alumni Association (IUAA), including goals, target audiences, brand voice, logos, design elements, and samples. The IUAA aims to recruit members, build relationships, raise awareness of IU, and generate revenue. It targets audiences based on career stage and life engagement seasons. Key elements of the IUAA brand voice are loyal, lifetime, fun, inclusive, and friendly. The guidelines specify appropriate logos, fonts, colors, and photographic styles to achieve a cohesive brand identity and look and feel across marketing materials.
IUAA-Brand-Assets
- 1. 1of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES IU Alumni Association Brand Assets Ff
- 2. 2of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES IUAA marketing efforts fulfill at least one of four goals: TheIUAlumniAssociationbringsalumnitogether toserveoneanotherandIndianaUniversity. Mission and marketing goals Recruiting Relationships Awareness Action We recruit members, participants, volunteers, leaders, contributors, visitors, subscribers, and readers. We design experiences and provide tools that tie alumni together and create brand champions. We seek to strengthen commitment to Indiana University by sharing the spirit of IU We generate revenue by offering products and services or by fundraising. INSURANCE Ff
- 3. 3of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES Custom audiences are identified for each of our priority projects. Audiences are based on shared traits that indicate a likely interest. We apply thinking about the six seasons of lifetime engage- ment to this targeted approach, paying close attention to career-related needs and behaviors. Aspiration Ages 18 to 24 • Earning a degree • Developing relationships • Finding a job Promise Ages 25 to 34 • Starting a career • Building a support network • Leading a balanced life • Managing student debt Momentum Ages 35 to 44 • Career advancement • Raising a family • Balancing personal and professional life Target Market Our Audience Harvest Ages 45 to 55 • Financing college for children and helping them navigate successfully through college • Taking care of aging parents • Financial panning for retirement Encore Ages 56 to 74 • Completing careers and pursuing interesting “encore” careers • Taking care of aging parents and enjoying time with grandchildren Legacy Ages 74+ • Completing the “Bucket List” • Living on investment or retirement income • Managing personal health • Enjoying time with friends, family • Financial management for retirement Ff
- 4. 4of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES THE VALUE OF IUAA TO ITS TARGET AUDIENCE Volunteer engagement Education Lifetime connection to IU Family/ community Our alumni Champions Connecting alumni Pride Tradition (including IU tradition/tradition in a changing world) People Fun Impact Dominant Assisting alumni Relationships Connections (including alumni to alumni, students to alumni) Memory points Careers We are something bigger—IU Inviting Legacy Events Energy Youth Service, serving IU Discovery Lifelong learning Activity Helping others Future Spirit Diverse Sense of support Networking Opportunity to give back Home News source Benefits Happy Positive The “power” of the alumni network Education: access to faculty, highly esteemed professors Social networking, professional events Activity, energy, youth Technology Words that describe the value of the IU Alumni Association Brand Voice As part of a brand identification process, in 2011, the IUAA iden- tified a brand voice and tone. Use the words and phrases here to build a stronger, more brand- ed experience for our audience. Highlighted words resonated strongly with IUAA audiences. Ff
- 5. 5of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES VOICE/TONE WORDS Loyal Lifetime Fun Inclusive Diverse Friendly Helpful Useful Responsive Knowledgeable Progressive Savvy Engaging Excellence Warm Energetic Intelligent Welcoming Useful Responsible Accessible Integral Intuitive Fresh Bright Generous Fulfilled Proud Hospitable Active Worthy Relevant Champions Welcoming Experiential Invigorating Historic When designing or developing copy for the IU Alumni Association, consider the descriptive words below. Highlighted words resonated strongly with IUAA audiences. Ff
- 6. 6of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES VOICE TONE Welcoming Proud Savvy Friendly LESS LIKE general questions MORE LIKE TALK TO US LESS LIKE dues-paying members MORE LIKE LOYAL AND SUPPORTIVE MEMBERS LESS LIKE news and upcoming events MORE LIKE GET THE INSIDE SCOOP LESS LIKE all IU alumni are invited MORE LIKE YOU’RE INVITED These voice/tone words guide our work and help us convey an accessible brand personality. Here are examples of tone applications. Ff
- 7. 7of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES Visual Assets The way we look is just as important as the way we sound. On the fol- lowing pages, you’ll find guidelines for type, colors, and photographic styles. Use these visual assets to: • tie materials together for an IU Alumni Association look and feel • provide a visual foundation for internal and external audiences • make a powerful statement about our organization and brand Ff
- 8. 8of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES PRIMARY IDENTITIES The IU Alumni Association fully adopted the integrated image program of Indiana University in 2011. The program offers guidelines for use of the block IU logo and the IU signature, which combines text with the block IU logo. In 2013, IU Communications up- dated the IUPUI Office of Alumni Relations signature, at right. IU Logo and Signatures Download these marks at advancement.iu.edu/marketing/graphic-standards » The full plan can be found online at brand.iu.edu » Ff
- 9. 9of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES CAMPUS AND CONSTITUENT IDENTITIES All campuses and constituents are already following the IU visual identity program. As you can see in the examples, in most cases the campus name will reside in the primary line. The secondary line will contain the constituent or alumni association name. There are exceptions for constituents that already have a mark created. Again, the IUPUI mark will be used for all IUPUI schools and the main IUPUI campus logo. SCHOOL OF HEALTH, PHYSIC AL EDUC ATION & RECREATION ALUMNI ASSOCI ATION INDIANA UNIVERSITY B L O O M I N G T O N SCHOOL OF HEALTH, PHYSIC AL EDUC ATION & RECREATION ALUMNI ASSOCI ATION INDIANA UNIVERSITY B L O O M I N G T O N INDIANA UNIVERSITY SCHOOL OF DENTISTRY ALUMNI ASSOCI ATION SCHOOL OF HEALTH, PHYSIC AL EDUC ATION & RECREATION ALUMNI ASSOCI ATION INDIANA UNIVERSITY B L O O M I N G T O N SCHO O L OF HEALTH, PHYSIC AL EDUC ATION & RECREATION ALUMNI ASSOCI ATION INDIANA UNIVERSITY B L O O M I N G T O N INDIANA UNIVERSITY SCHOOL OF DENTISTRY ALUMNI ASSOCI ATION CHAPTER AND AFFILIATE IDENTITIES All chapters and affiliates will follow the new visual identity. The chapter or affiliate name will serve as the secondary line in the identity. IUPUI affiliate programs, like the Jag Club, will use the IUPUI word mark instead of the block IU. These marks are available upon request. Contact welliot@iu.edu » Ff
- 10. 10of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES SALVO SERIF BENTON SANS MERCHANDISE IDENTITIES A simpler, shorthand version of the logo is often needed for products, such as sportswear, mugs, and other promotions. Two versions of the merchandise identity are available, in serif and sans serif fonts. Occasionally, the shorthand ver- sion of the logo is used on elec- tronic responsive designs or on print pieces with limited width. In these situations, the logo is often placed on a bookmark with a notched bottom border. ALUMNI TM ALUMNI TM ALUMNI TM ALUMNI TM Download these marks at advancement.iu.edu/marketing/graphic-standards » Ff
- 11. 11of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES Design elements • Typography • Color • Icons • Shape, marks, lines • Patterns • Photography Ff
- 12. 12of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES Print Typography Typography gives a visual voice that is welcoming, savvy, proud, and friendly to our content. The IUAA brand is served by three fonts: Eames Century Modern; Brandon Grotesque; and Brandon Text. Eames Century Modern Brandon Text and Brandon Grotesque A typographic comparison of Brandon Text and Brandon Grotesque. IUAA uses Brandon Grotesque for headlines, display text, and sometimes for short passages as found in an invitation or a program. We use Text in situations where readability is compromised, such as in magazine articles, at small sizes, or when type is reversed. Ff
- 13. 13of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES IUAA BRAND FONT CUTS Eames Century Modern Thin Thin Italic Light Light Italic Regular Regular Italic Book Book Italic Medium Medium Italic Bold Bold Italic Extra Bold Extra Bold Italic Black Black Italic Stencil Stencil Cameo Brandon Grotesque Thin Thin Italic Light Light Italic Regular Regular Italic Medium Medium Italic Bold Bold Italic Black Black Italic Brandon Text Thin Thin Italic Light Light Italic Regular Regular Italic Medium Medium Italic Bold Bold Italic Black Black Italic Ff
- 14. 14of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES Georgia Pro Georgia Pro Light Georgia Pro Light Italic Georgia Pro Regular Georgia Pro Italic Georgia Pro Semi-bold Georgia Pro Semi-bold Italic Georgia Pro Bold Georgia Pro Bold Italic Georgia Pro Black Georgia Pro Black Italic Georgia Pro Cond Light Georgia Pro Cond Light Italic Georgia Pro Cond Georgia Pro Cond Italic Georgia Pro Cond Semi-bold Georgia Pro Cond Semi-bold Italic Georgia Pro Cond Bold Georgia Pro Cond Bold Italic Georgia Pro Cond Black Georgia Pro Cond Black Italic Salvo Serif Condensed Light Condensed Light Italic Condensed Regular Condensed Regular Italic Condensed Book Condensed Book Italic Condensed Medium Condensed Medium Italic Condensed Bold Condensed Bold Italic Condensed Black Condensed Black Italic ExtraCondensedLight ExtraCondensedlightItalic ExtraCondensedRegular ExtraCondensedRegularItalic ExtraCondensedMedium ExtraCondensedMediumItalic ExtraCondensedBold ExtraCondensedBoldItalic ExtraCondensedBlack ExtraCondensedBlackItalic Benton BentonSans Thin BentonSans Thin Italic BentonSans ExtraLight BentonSans ExtraLight Italic BentonSans Light BentonSans Light Italic BentonSans Book BentonSans Book Italic BentonSans Regular BentonSans Regular Italic BentonSans Medium BentonSans Medium Italic BentonSans Bold BentonSans Bold Italic BentonSans Black BentonSans Black Italic BentonSansCompThin BentonSansCompThinItalic BentonSansCompExtraLight BentonSansCompExtraLightItalic BentonSansComp Light BentonSansComp Light Italic BentonSansComp Book BentonSansComp Book Italic BentonSansComp Regular BentonSansComp Regular Italic BentonSansComp Medium BentonSansComp Medium Italic BentonSansComp Bold BentonSansComp Bold Italic BentonSansComp Black BentonSansComp Black Italic BentonSansCond Thin BentonSansCond Thin Italic BentonSansCond ExtraLight BentonSansCond ExtraLight Italic BentonSansCond Light BentonSansCond Light Italic BentonSansCond Book BentonSansCond Book Italic BentonSansCond Regular BentonSansCond Regular Italic BentonSansCond Medium BentonSansCond Medium Italic BentonSansCond Bold BentonSansCond Bold Italic BentonSansCond Black BentonSansCond Black ItalicIU fonts are available upon request. Contact kcarnaha@iu.edu » IU Brand Typography IUAA also uses IU brand fonts. Freelancers, vendors, and other parties should use the IU brand fonts. Ff
- 15. 15of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES Internet Typography On Web pages, maintain the look and feel established in print, but optimize for readability. For sans serif type, use Lato — it’s similar to Benton and Brandon. For an alternative serif, use Museo 500, which is similar to Eames. Font choices are limited for email designs. For text, use Georgia and Arial. When words are part of an image, use any of the IUAA or IU brand fonts. Lato Museo Museo and Eames, a side-by-side comparison MM ee aa Lato is freely available from Google Fonts. Download Lato » Three cuts (300, 500, and 700) of Museo is freely available from Fontspring. Visit Fontspring » Ff
- 16. 16of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES IU Primary Colors IUAA embraces Indiana University’s official colors, cream and crimson—key components of the IU brand. They are the primary colors for use by all IU-adminis- tered campuses and should be dominant in all materials. The IU brand uses a second- ary palette, offering broader artistic freedom. IUAA com- plies with this color family. PRIMARY PALETTE WITH ACCENTS IU CRIMSON PRINT PANTONE 201 C0 M100 Y65 K34 WEB HEX #7D110C IU PRIDE PRINT PANTONE 188 C12 M95 Y59 K54 WEB HEX #663334 IU SCARLET PRINT PANTONE 202 C10 M97 Y61 K48 WEB HEX #822433 IU PASSION PRINT PANTONE 199 C0 M100 Y65 K0 WEB HEX #D00031 IU GRAIN PRINT PANTONE 7503 C10 M15 Y45 K28 WEB HEX #A79E70 IU WHEAT PRINT PANTONE 7502 C0 M8 Y33 K10 WEB HEX #D3BF96 IU CORN SILK PRINT PANTONE 7501 C0 M4 Y20 K7 WEB HEX #DBCEAC IU CREAM PRINT PANTONE 7500 C1 M5 Y23 K3 WEB HEX #E1D8B7 Ff
- 17. 17of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES Download Web swatches at go.iu.edu/89F » Download print swatches at go.iu.edu/89E » IU STEEL PRINT PANTONE WARM GRAY 9 C17 M25 Y25 K49 WEB HEX #82786F IU MAJESTIC PRINT PANTONE 269 C80 M95 Y0 K35 WEB HEX #4B306A IUAA BRONZE PRINT PANTONE 7532 C23 M37 Y45 K65 WEB HEX #63513D IUAA SILVER PRINT PANTONE 7544 C35 M14 Y11 K34 WEB HEX #768692 IU LIMESTONE PRINT PANTONE WARM GRAY 5 C11 M13 Y14 K26 WEB HEX #AEA79F IU MINT PRINT PANTONE 337 C40 M0 Y23 K0 WEB HEX #9ADCC6 IU MIDNIGHT PRINT PANTONE 5405 C71 M30 Y13 K41 WEB HEX #44697D IU LEATHER PRINT PANTONE 722 C3 M45 Y64 K9 WEB HEX #CD894E IU OLD GOLD PRINT PANTONE 1245 C7 M35 Y100 K13 WEB HEX #C59217 IU MAHOGANY PRINT PANTONE 7533 C36 M52 Y65 K85 WEB HEX #4A3C31 IUAA adds two metal- lic neutrals: bronze and silver. Secondary Colors Ff
- 18. 18of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES IU Icons IU Communications created a universal icon library to ensure we’re all using these forms in a way that is representative of our brand. Download icons at go.iu.edu/89F » Ff
- 19. 19of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES | Shapes, marks, and lines IUAA applies detailed design elements to help create a stylized visual brand. Dotted and double lines, notched ribbons and bursts, and shapes with double borders combine to form the basic palette. IU FAMILY RENEW.iu.Edu MykidsseetheloveIhaveforIU,and theyseetheloveIUgivesback.Every IUvisit—andwemakealotofthem—is anotherpositiveinfluenceonwhatthey donowandinthefuture. I’manIUalum.I’manIUAlumni Associationmember.I’mdeeply rootedinIU.” Shontrai irving,Ba’97,Ma/JD’03 Attorney / Foster PArent / MeMber “ All you! for Ff
- 20. 20of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES IUAA Patterns youloveiu,you’llloveiuaamembership.jointoday! donatetoiu payment information findtherightjob alliunews PLUS: investintomorrow perKsanddisCounts globalnetworKing forthegloryofoldiu JoIN.IU.edU AlUMNI.INdIANA.edU/MeMbeRShIP/beNeFItS JOIN.Iu.edu I’manIUalum,anIUAAlife member,andI’mproudtoclaimIU. ” miChaelbarlow,ba’85 ARTIST / EDUCATOR / VOLUNTEER “ youloveiu,you’llloveiuaamembership.jointoday! donatetoiu payment information findtherightjob alliunews PLUS: investintomorrow perKsanddisCounts globalnetworKing forthegloryofoldiu JoIN.IU.edU AlUMNI.INdIANA.edU/MeMbeRShIP/beNeFItS JOIN.Iu.edu I’manIUalum,anIUAAlife member,andI’mproudtoclaimIU. ” miChaelbarlow,ba’85 ARTIST / EDUCATOR / VOLUNTEER “ A variety of patterns bring depth and texture to the IUAA brand. They convey a conversation, energy, modernity, and interaction. “Exchange” “Circles” Ff
- 21. 21of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES IU Brand Patterns Download IU brand patterns formatted as Adobe Illustrator swatches. go.iu.edu/89E » IU Communications offers several patterns as part of its Adobe CS swatch collection. Each pattern is offered in three IU brand colors. “Hoosier” “Hoosier” “Chevron” “IU Plaid” “Hoosier” “Pinstripe” Ff
- 22. 22of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES Photography Use or choose environmental portraits to highlight the community spirit that our alumni experience every day. Use well-composed environmental portraits that make your subject the hero of a captivating scene. Diversity is important. Make sure a variety of people are represented. Looking for a particular photo? Contact welliot@iu.edu » IU FAMILY RENEW.iu.Edu MykidsseetheloveIhaveforIU,and theyseetheloveIUgivesback.Every IUvisit—andwemakealotofthem—is anotherpositiveinfluenceonwhatthey donowandinthefuture. I’manIUalum.I’manIUAlumni Associationmember.I’mdeeply rootedinIU.” Shontrai irving,Ba’97,Ma/JD’03 Attorney / Foster PArent / MeMber “ All you! for photograph by christopher c. pickrell, ba’09 Ff
- 23. 23of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES Samples T-shirt and coupon giveawayConference materials Ff
- 24. 24of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES Samples Print advertisements Ff
- 25. 25of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES Samples ALUMNI, GET SOME Stay connected to one of your favorite places. Indiana University Alumni Association 1000 E. 17th St., Bloomington, IN 47408-1521 | 812-855-4822 or 800-824-3044 You are subscribed as user1@indiana.edu, 954549. To update your email address, please contact advdata@indiana.edu. © 2012 Indiana University Alumni Association | Privacy Policy | Join IUAA Unsubscribe from all IUAA emails | Unsubscribe from IUAA News emails STEADY INCOME IS AWESOME! Add the IU edge to yoUr job seArch! Tap into the expertise and personal service of Career Services at the IU Alumni Association. “The IUAA’s Career Services instilled both confidence and patience when I needed them most. I learned to create a memorable cover letter, network with finesse, and build lasting relationships—all critical to finding a career in this economy.” —Jessica Baxter IU bachelor’s in 2006, IU master’s in 2009, associate executive director of BIG ARTS in Sanibel, Florida WITH AN IU ALUMNI ASSOCIATION MEMBERSHIP! PLUS AN EXCLUSIVE IU ALUMNI T-SHIRT! ENTER CODE: AWESOME $ Follow Jessica’s lead. Join the IU Alumni Association and give your career an IU lift. Booklet Email campaign Ff
- 26. 26of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES Samples Postcard invitations Ff
- 27. 27of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES Samples Email and Blog Ff
- 28. 28of 28Jump to:GOALS, AUDIENCE BRAND VOICE LOGOS DESIGN ELEMENTS SAMPLES Samples Infographics Ff