brand guide - radford university | virginialogo 9 radford’s updated logo is an important element...

BRAND GUIDE10.26.15

2TABLE OF CONTENTS

TABLE OF CONTENTSIntroduction ......................................................................................................3

Our Brand ..........................................................................................................4

Brand Voice ......................................................................................................5

Visual Brand Style ..........................................................................................8

Logo ....................................................................................................................9

Logo Lock-ups .............................................................................................. 16

Color Palettes ...............................................................................................20

Fonts ................................................................................................................ 24

Brand Bar ....................................................................................................... 28

Photo Style ..................................................................................................... 31

Additional Brand Assets ........................................................................... 32

Differentiating Your Unit .......................................................................... 33

Moving Forward ........................................................................................... 36

CONTACT US

Office of University Relations P.O. Box 6916 [email protected] 540-831-5182

3INTRODUCTION

Dear Colleagues,

In the spring of 2015, Radford University undertook the task of establishing uniform standards for our visual brand.

This guide is the culmination of those efforts. Going forward, the contents of this guide and future versions will serve to inform Radford employees, contractors and vendors who are tasked with communicating with our internal and external audiences. It will assist us in telling others what makes our University unique, valuable and beloved.

We encourage you to familiarize yourself with these standards and to frequently check the University Relations web pages for any updates or changes.

Sincerely,

L. Joe CarpenterVice President for University Relations and Chief Communications Officer

TELLING OUR STORY

4OUR BRAND

BEHIND THE BRAND

Research showed that Radford University, while well known in specific geographic areas and well loved by our alumni, was not as well known in the wider community, including prospective students and parents. In addition, many of those who were aware of the University had dated or incorrect information about us. Our visual identity was sometimes mistaken for that of other schools.

In order to introduce or reintroduce ourselves to our constituents, we need to be able to articulate who we are and then communicate it consistently. This is branding.

OUR BRAND PROMISE

Radford University is where students discover their potential for success beyond what they thought possible. The University gives students the place, space and guidance to achieve more as self-confident professionals and contributors to society.

Radford University should be celebrated as an institution that plays a vital role in transforming students’ lives. It’s a place where students benefit from mentors who help them find their strengths, passions and career paths.

Radford University is the reason many students and alumni discover their potential and achieve success.

5BRAND VOICE

VOICE OF THE BRAND

WHAT WE SAY

Radford University is where students discover their true potential. They find possibilities everywhere: on campus, in classrooms, by joining clubs and through experiential and educational opportunities. Radford University gives them the space, place and guidance to learn more about themselves as self-confident, successful adults.

HOW WE SAY IT

The Radford University brand voice is a storytelling voice. It’s genuine and real, it’s friendly and enthusiastic. It shares student, alumni and faculty personal journeys and triumphs, without ever being boastful. The stories we tell are testimonials and proof of the influence a Radford University education can have on someone’s life.

SAMPLE KEYWORDSSuccess

Challenging

Supportive

Prepared

Diverse

Self-Confident

Resourceful

Welcoming

Friendly

Real

Involved

SAMPLE KEYPHRASESDedicated Faculty

More Opportunities

Attractive Campus

Modern Facilities

State-of-the-art Equipment

6BRAND VOICE

lenge and support you.” “A very w

elcoming

atm

osphere.” “The supportive environment

with genuine students w

ho aren’t pretentious gave m

e confidence.” “We need to let

people know that Radford stands for am

az-ing opportunities during and college” “R

ad-ford forced us to learn how

to deal with all

BRAND VOICE EXAMPLES

“DISCOVER YOUR POTENTIAL.”

“THE FUTURE IS YOURS.”

“WE TEACH STUDENTS ANYTHING IS POSSIBLE AND SHOW THEM HOW TO ACHIEVE IT.”

“I AM BETTER PREPARED TO IMPROVE THE LIVES OF OTHERS.”

“I GAINED THE CONFIDENCE NEEDED TO SUCCEED AT THE NEXT LEVEL.”

7BRAND VOICE

CAMPAIGN TAG LINE ALLOWABLE USE

“THE REASON IS RADFORD” marketing campaign affirms the impact, outcomes and value of the Radford University experience. The tag line works best when it “punctuates” stories that demonstrate how the lives and careers of Radford University students and alumni have benefited from a Radford University education. It can also show how faculty and staff have helped students and alumni achieve more than they may have thought possible.

The brand research indicates that messages of achievement, results and mentorship will help prospective students and parents appreciate the value of a Radford University education. Therefore, the first use of “THE REASON IS RADFORD” will concentrate on undergraduate and graduate enrollment marketing and communications efforts.

“THE REASON IS RADFORD” is a campaign based on authentic results. We encourage appropriate use of the tag line to constantly reinforce the Radford University identity and value proposition.

Others who see opportunities to employ “THE REASON IS RADFORD” theme in marketing materials should work with the Office of University Relations. The intent is to employ the tag line not just to describe Radford University, but to underscore strong impact and outcomes.

Submit nominations for student, alumni and faculty profiles to be used in the campaignto [email protected].

8VISUAL BRAND STYLE

VISUAL BRAND STYLE

WHY CONSISTENCY MATTERS

In order for our brand to become better known, we need to make sure that people see our name frequently and that when they see it, they recognize it. This will be difficult if we represent ourselves in multiple visual styles. Our brand does not consist of our logo alone, but the logo and supporting brand elements are a crucial part of making our story impactful and memorable.

COMPONENTS OF THE STYLE

There are multiple components of our visual brand style including logo, color palettes, fonts and photo/video style. Used together, these create a common visual platform for telling the Radford University story.

The following pages outline those components, where to find them, and how to use them.

MARKETING COMMUNICATIONSGUIDELINES

REQUIRED

Logo or Lock-up

Brand Font(s)

Brand Color(s)

OPTIONAL

Brand Bar

Photography

WITH PERMISSION Campaign Slogan “The Reason is Radford”

9Logo

Radford’s updated logo is an important element of the University’s brand. It should always be represented in the proper way to ensure consistency and maintain the integrity of the brand.

The logo is an evolution of Radford’s previous typography and speaks to the tradition of progressive academic excellence. The new treatment puts an added emphasis on the University’s full name and preserves the color red, further strengthening the school’s identity.

The logo should be used only in the formats provided and should never be re-created.

UNIVERSITY SEALThe University seal is not to be used in marketing materials and is reserved for specific Radford University documents, such as diplomas and graduation notices.

RADFORD UNIVERSITY LOGOThe font used to create the logo is restricted to that use only and should not appear in other University communications.

10Logo

STACKEDThis is the preferred logo type configuration for most applications.

Red 186

Pantone Cool Gray 8 or Black 60%

Black 60%

Black 100%Note:

In special circumstances when two- color is not an option, but color is still desired, the logo may appear in all red.

Please contact [email protected] with any such request.

LOGO CONFIGURATIONS

Two-color andfull-color

One color

11Logo

HORIZONTALThis is the logo type to be used when space does not allow for the stacked version.

Black 60%Black 100%

RED 186 Pantone Cool Gray 8or Black 60%

Note:

In special circumstances when two- color is not an option, but color is still desired, the logo may appear in all red.

Please contact [email protected] with any such request.

LOGO CONFIGURATIONS

Two-color andfull-color

One color

12Logo

CLEAR SPACE AROUND LOGOTo preserve Radford University’s logo integrity, always maintain a minimum clear space around the logo. The clear space isolates the logo from any competing graphic elements such as type, photography, background patterns and other elements that may divert attention. The clear space is defined as the height of the “Radford” letterforms.

Stacked Logo

Horizontal Logo

Note:

Clear space rules do not apply in the creation of logo lock-ups.

13Logo

MINIMUM LOGO SIZINGIn order to maintain legibility and impact, the Radford University logo should not appear below these minimum sizes:

Stacked Logo:

1.25 inches

Horizontal Logo:

2 inches

Minimum size 1.25 inches

Minimum size 2 inches

14Logo

USING THE LOGO ON A DARK BACKGROUNDThis is the preferred logo type to be used on a dark background.

WHITE

Pantone 427Black 20%

Pantone 427Black 20%

WHITE

*Note: In special circumstances when two-color is not an option, the logo may appear in all white on dark

backgrounds. Please contact [email protected] with any such request.

15Logo

IMPROPER LOGO USEPlease do not ...

... alter the original logo colors.

... use effects that alter the letterforms such as outline, emboss, extrude, 3-D, etc.

... place on busy photo or pattern.

... use without “University.”

... place in white box when on a dark background or add a border.

... stretch or squeeze to distort proportions.

... change logo’s orientation without permission.

... re-create the logo. Always use the provided files.

Please submit questions about logo use to the branding team.

University RelationsBrand [email protected] 540-831-5182

16LOGO LOCK-UPS

LOGO LOCK-UPS FOR UNITSLock-ups containing the university logo plus unit name are created by the Office of University Relations in standard configurations and file formats, and can be found in the Campus Photo Library under the Brand Assets folder on the university’s Digital Asset Management system (DAM). Requests for access to the DAM can be made by filling out the form available on the Web Strategy and Interactive Media website.

Division of Information Technology

Admissions

Waldron College of Health and Human ServicesSchool of Nursing

Admissions

Waldron College of Health and Human Services

School of Nursing


Admissions


School of Nursing


Admissions


School of Nursing


Stacked Vertical Division of Information Technology

Admissions

Waldron College of Health and Human ServicesSchool of Nursing

Stacked Side

Horizontal

Your lock-ups are the official way to communicate your unit’s identity.

To maintain the uniqueness of our brand marks, the font used for the University logo lock-ups, is not to be used elsewherein communications materials.

http://www.radford.edu/content/dam/departments/administrative/web-strategy/DAMAccountRequestForm.pdf

17LOGO LOCK-UPS

“WHAT ABOUT MY OTHER LOGOS?”

The official logo or the lock-up(s) created for your unit are the only logos approved for use in Radford University communications of any kind. Logos that were associated with your unit in the past are no longer supported.

Unsupported logos not only include graphics or text combined with the official University logo, but also include specialized text treatment of just your unit name, or any logo or symbol used in combination with the name of your unit.

The abbreviation “RU” will no longer be a part of our brand identity but may appear in text to avoid excessive repetition of our full name.

Student-run organizations may keep their own identities but may not use the official University logo, the previous University logo, or any approximation of the logos, as part of their brand marks.

18LOGO LOCK-UPS

“WHICH LOGO OR LOGO LOCK-UP SHOULD I USE?”The stacked configuration is the preferred logo type configuration for most applications. The side configuration is a secondary option. The horizontal configuration can be used when space does not allow for the stacked version or when design, readability or cost of materials are an issue.

The examples here demonstrate some indicated uses of the horizontal logo.

FILE FORMATSThis is a general guideto choosing a format.Ask your vendor for their preferred format.

PRINT .eps .pdf .jpg

DIGITAL .png .jpg

BUSINESS CARD

NAME TAG

EMAIL OR DIGITAL SIGNAGE HEADER

Location | P.O. Box 0000, Radford, VA 24142Phone number | Fax number

[email protected] | www.radford.edu

First Last, Etc.Titles of varying types, Designations, Department

School, Certifications, Additional informationone might want on a business card after name

THE OPPORTUNITIES TO LEAD ON CAMPUS TAUGHT ME HOW TO SUCCEED. THE REASON IS RADFORD

Radford.edu

BUS SIGN

New Student Programs

Brianna KuhnAssistant Director







1.25” tall x 3” wide

2” tall x 3” wide

19LOGO LOCK-UPS

USING MULTIPLE LOCK-UPS

When your event or program is sponsored by multiple Radford University units, avoid using multiple lock-ups. Instead, use the core Radford University logo once and list the sponsors separately in text. Be sure to maintain at least the minimum proper clearance around the University logo.

Office of University RelationsCenter for Diversity and Inclusion

McConnell Library

Office of University RelationsCenter for Diversity and Inclusion

McConnell Library

If your event has a main campus sponsor, you may use the main sponsor’s logo lock-up larger and in a prominent place on the piece. List other University sponsors as indicated on a back panel or at the bottom of your piece.

20COLORS

PRIMARY COLOR PALETTE

Pantone 186 is our primary color. It should always be used at 100%. Whenever possible, this color should appear in all marketing materials. Cool Gray 8 and Pantone 427 are part of our logo colors and can also be used in materials when appropriate.

Pantone 186C: 10 M: 100 Y: 90 K: 0R: 194 G: 1 B:27HEX: #c2011b

Pantone Cool Gray 8Black 60%C: 0 M: 0 Y: 0 K: 60R: 128 G: 130 B: 133Hex: #808285

Pantone 427Pantone Cool Gray 8 36%Black 20%C: 0 M: 0 Y: 0 K: 20R: 209 G: 211 B: 212Hex: #d1d3d4

WhiteC: 0 M: 0 Y: 0 K: 0R: 255 G: 255 B: 255Hex: #FFFFFF

21COLORS

SECONDARY COLOR PALETTEThese secondary colors complement Radford’s primary color and support the message of a caring tradition steeped in academic success. They are the preferred colors when additional colors are needed for informational and institutional documents. They can be screened to accomplish a variety of tones.

Pantone 541C: 100 M: 50 Y: 9 K: 46R: 0 G: 60 B: 113HEX: #003C71

Pantone 4515C: 13 M: 19 Y: 62 K: 28R: 179 G: 163 B: 105Hex: #B3A369

Pantone 7499C: 1 M: 2 Y: 24 K: 0R: 241 G: 230 B: 178Hex: #F1E6B2

BlackC: 0 M: 0 Y: 0 K: 100R: 0 G: 0 B: 0Hex: #000000

22COLORS

ACCENT/LIMITED COLOR PALETTEThese colors are suggestions only and are based on their ability to complement the primary color. They are not intended to be paired with each other. These and any additional colors outside of the primary and secondary palette are intended to be used sparingly as accent colors for marketing materials that require a brighter color palette. This might include products promoting events and special programs. Only one accent color should be introduced at a time.

Pantone 577C: 35 M: 2 Y: 58 K: 0R: 169 G: 196 B: 127HEX: #A9C47FSilver Foil

Pantone 136C: 0 M: 28 Y: 87 K: 0R: 255 G: 191 B: 163HEX: #FFBF3F

Pantone 2603C: 72 M: 99 Y: 0 K: 3R: 112 G: 32 B: 130HEX: #702082

Pantone 2226C: 60 M: 6 Y: 33 K: 0R: 97 G: 186 B: 180HEX: #61BAB4

FOIL STAMPING When a foil stamp process is desired to complement the primary color, silver foil should be utilized. Gold or other color foils are not supported.

23COLORS

ADDITIONAL WEB PALETTEFor web use, the following colors may be used in addition to the primary and secondary palettes.

R: 21 G: 57 B: 91HEX: #15365b

R: 179 G: 163 B: 105Hex: #072a48

R: 57 G: 96 B:133Hex: #396085

R: 41 G: 122 B: 115Hex: #297a73

R: 141 G: 183 B: 175HEX: #8db7b0

R: 60 G: 129 B: 155Hex: #3c819b

R: 14 G: 94 B: 219Hex: #0e5edb

R: 187 G: 177 B: 144Hex: #bbb190

.edu

24FONTS

PRIMARY FONTSPrimary fonts are the official fonts of Radford University. Only when primary fonts are not available should the substitute fonts be used.

Gotham Family* Arial Family (substitute for Gotham)

Gotham LightGotham Light ItalicGotham BookGotham Book ItalicGotham MediumGotham Medium ItalicGotham BoldGotham Bold Italic

Arial RegularArial ItalicArial BoldArial Bold ItalicArial Narrow RegularArial Narrow ItalicArial Narrow BoldArial Narrow Bold Italic

FONT LICENSING

Gotham is a font licensed through typography.com. Units may purchase Gotham for use, and must purchase a license for each computer on which it is installed.

Units not wishing to purchase Gotham may use Arial as a substitute font for Gotham.

*Note: Radford University Printing Services holds a license for the Gotham font. All outside vendors must purchase their own copy of licensed fonts used in your materials unless the materials are provided to the vendor as pdfs.

25FONTS

ADDITIONAL FONTSFor formal invitations and special events, Edwardian Script may be used. For digital applications only, such as web, email and PowerPoint, the Trebuchet MS family may be used. One additional font of designer’s choice, in combination with a primary font, may be used for marketing and event promotion.

ALTERNATE PRIMARY FONTSThe Lucida Bright serif font should be used when Gotham or Arial is inappropriate for the project or for readability purposes. The Times Family can be used when Lucida Bright is not available.

Edwardian Script

Edwardian ScriptTrebuchet MS FamilyTrebuchet MS Regular

Trebuchet MS Italic

Trebuchet MS Bold

Trebuchet MS Bold Italic

Lucida Bright Family Times Family (substitute for Lucida Bright)

Lucida Bright Regular

Lucida Bright Italic

Lucida Bright DemiBoldLucida Bright DemiBold Italic

Times New Roman RegularTimes New Roman ItalicTimes New Roman BoldTimes New Roman Bold Italic

These fonts are commonly installed on Windows® and Apple® computers.

26FONTS

FONT USE EXAMPLESThe Gotham or Arial family should be used for most communications. The following pages contain examples of circumstances where the alternate and additional fonts might be used.

Invitations

You

’re I

nvited

Lorem ipsum dolor sit amet, consectetur

luctus tristique odio tellus pretium odio

erat nulla, vitae scelerisque ipsum lobortis

Nulla sed ullamcorper magna Duis ornare

Integer suscipit ante ex, eget dictum neque

Dolor sit ametDolor sit amet

Dolor sit ametR.S.V.P.

27FONTS

Beginner’sBallroom

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur commodo nibh eget mollis maximus. Aliquam nisl tellus, porta in ex at, dignissim facilisis

Lorem ipsum dolor sit amet, consectetur adipiscing elit Curabitur commodo nibh eget

TuesdaysSeptember 1-29Porterfield Hall

JAZZ Lorem ipsum dolor

ametadipiscing Curabitur

Event Marketing

P.O. Box 6916, Radford, VA 24142 | 540-831-5182 | fax 540-831-5036 | www.radford.edu

Date

Salutation:

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris sollicitudin, eros in luctus tristique,

odio tellus pretium odio, ac venenatis dolor erat in tellus. Morbi mollis erat nulla, vitae scelerisque

ipsum lobortis a. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla sed ullamcorper mag-

na. Duis ornare lectus vel congue efficitur. Nullam ut nisi tortor. Integer suscipit ante ex, eget dictum

neque gravida eu. Cras vel aliquet odio, eu mollis mi. Aliquam erat volutpat. Phasellus porttitor metus

erat, non molestie dolor viverra sit amet. Nunc vitae justo ut sapien fermentum blandit.

Nulla porta convallis elit, et dapibus urna auctor id. Vestibulum ante ipsum primis in faucibus orci

luctus et ultrices posuere cubilia Curae; Aenean placerat ullamcorper suscipit. Maecenas tempus

ex nec mauris consectetur dapibus. Aliquam hendrerit congue turpis id gravida. In hac habitasse

platea dictumst. Donec congue sapien arcu. Nulla eget tortor magna. Phasellus et sodales magna.

Pellentesque ante risus, interdum et leo eget, tincidunt auctor diam. Cras porta rutrum tellus, sed

sodales justo vehicula ac. Praesent suscipit, velit ut sollicitudin tincidunt, dui felis bibendum ante, ut

convallis nunc tellus ut lorem. Proin molestie, sapien id porttitor ultricies, turpis sapien hendrerit nisl,

ut pharetra massa felis at quam. Praesent ullamcorper risus massa, at pulvinar odio sagittis in. Sed

non condimentum felis.

Quisque sodales magna nisi, sit amet consectetur massa luctus non. Aliquam erat volutpat. Integer

sed suscipit ligula. Mauris laoreet nec ipsum eu mattis. Vestibulum eu ullamcorper augue. Vestibulum

laoreet ut ex nec consectetur. Nulla arcu leo, mattis in sollicitudin condimentum, aliquam vel felis.

Phasellus convallis metus quis magna elementum, ac cursus neque venenatis. Suspendisse quis ligula

ante. Donec vel consequat eros, sed faucibus nulla. Donec posuere ex ut neque egestas, ut tincidunt

dolor placerat. Proin lobortis sem in tempor dapibus. Etiam eu faucibus ante. Nullam et enim ut nulla

sollicitudin ultrices. Phasellus dignissim eu nisi et tincidunt.

Sincerely,

Signatory

Letters

28BRAND BAR

BRAND BAR

The brand bar is a graphic element for use in marketing communications that may contain body copy and call to action, but always contains the logo. It helps to make all materials visually consistent and introduce our primary color on pieces otherwise not containing that color.

Where appropriate, bleed brand bar off right or left edge and use rounded corners on inside edge. Insert copy inside bar when suitable for design and when readability can be maintained.

When space or design does not allow, or when bar bleeds off two edges,traditional corners may be used.

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www.Radford.edu Corner radius .25 inches

www.Radford.edu

www.Radford.edu

Lock-ups may also be used within the brand bar.

Remember to maintain proper clearance around the logo within the brand bar as outlined on page 12.

29BRAND BAR

EXAMPLES OF PROPER BRAND BAR USE

THE REASON IS RADFORD

Tyler Pace sought a top nursing education and this is the reason she chose Radford University. “When I got to Radford, I saw how the professors, simulation labs and clinical settings prepared students for everything. Coming to Radford was the best decision I could have made for my future career.”

Learn more reasons why Radford might be right for you.Radford.edu

“I AM BETTER PREPARED TO IMPROVE THE LIVES OF OTHERS.”

Tyler Azucena PaceRadford University ‘16Major: Nursing

RadfordUniversity

Field Studies Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur commodo nibh eget mollis maximus. Aliquam nisl tellus, porta in ex at, dignissim facilisis erat. Ut imperdiet mi faucibus, tempor sapien ulla-mcorper, pellentesque turpis. Fusce aliquet gravida dui, in blandit urna pulvinar ut. Donec vehicula mollis orci vel condimentum. Nam tristique facilisis diam non tempor. Ut quis purus nec sapien luctus hendre-rit. Sed elit ipsum, tincidunt eu tincidunt ut, malesua-da ac velit. Cras blandit luctus ultrices. Sed et fringil-la nisi, nec viverra felis.

Phasellus ultricies maximus interdum. Nunc quam metus, luctus non eleifend sit amet, sodales at nunc. Nullam bibendum, tortor ac iaculis accumsan, tor-tor massa ultrices magna, non rhoncus velit nunc in diam. Proin elementum diam ac erat lacinia, ac egestas augue tincidunt. Vestibulum orci ante, blan-dit a commodo sed, sagittis a purus. Nullam placerat vel felis vitae interdum. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Vestibulum gravida varius eros, vitae auctor elit eleifend eget.

Lorem ipsum dolor sit amet Curabitur commodo nibh eget mollis Aliquam nisl tellus Ut imperdiet mi faucibus Fusce aliquet gravida dui, in blandit Donec vehicula mollis orci vel Nam tristique facilisis diam non Ut quis purus nec sapien luctus

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur commodo nibh eget mollis maximus. Aliquam nisl tellus, porta in ex at, dignissim facilisis

Lorem ipsum dolor sit amet, consecte-tur adipiscing elit. Curabitur commodo nibh eget mollis maximus. Aliquam nisl tellus, porta in ex at, dignissim facilisis erat. Ut imperdiet mi faucibus, tempor sapien ullamcorper, pellentesque turp-is. Fusce aliquet gravida dui, in blandit urna pulvinar ut. Donec vehicula mollis orci vel condimentum. Nam tristique facilisis diam non tempor. Ut quis purus nec sapien luctus hendrerit. Sed elit ip-sum, tincidunt eu tincidunt ut, malesua-da ac velit. Cras blandit luctus ultrices. Sed et fringilla nisi, nec viverra felis.

Phasellus ultricies maximus interdum. Nunc quam metus, luctus non eleifend sit amet, sodales at nunc. Nullam biben-dum, tortor ac iaculis accumsan, tortor massa ultrices magna, non rhoncus velit nunc in diam. Proin elementum diam ac erat lacinia, ac egestas augue tincidunt. Vestibulum orci ante, blandit a commodo sed, sagittis a purus. Nullam placerat vel felis vitae interdum. Pellen-tesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Vestibulum gravida varius eros, vitae auctor elit eleifend eget.

Suspendisse pharetra quam a dolor mattis sagittis. In hac habitasse platea dictumst. Sed luctus porttitor interdum. Curabitur porta, dolor vitae euismod pharetra, sem lectus efficitur nisi, id tincidunt ex ipsum eu nunc. In hac habitasse platea dictumst. Aliquam erat volutpat. Aenean eu arcu in nisl vehicula egestas. Proin gravida lobortis justo, non tristique sem feugiat iaculis.

Loreum Ipsum

THE OPPORTUNITIES TO LEAD ON CAMPUS TAUGHT ME HOW TO SUCCEED. THE REASON IS RADFORD

Radford.edu

In general, the brand barwill appear below the headline. In cases wherean ad will compete with other images on a webpage, such as the example below, the bar mayappear above the headlineto enable the ad to conveyRadford University first.

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Thank You!

www.Radford.edu

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Licab um et harcit dolorepe consed est, quidipsapis aut enditio bero estor rehene sitinte lacipsame prat quatiorro magnis-quam fugitem eum diaome niet et etur alit la qui dit que ant paritat urehenecab inum quae preicabos. Ape si ipsam quis nonse vel et etur sedis cone cori Licab um et har-cit dolorepe consed est, quidipsapis aut enditio bero estor rehene sitinte lacipsame prat quatiorro magnisquam fugitem eum diaome niet et etur alit la qui dit que ant paritat urehenecab inum quae preicabos. Ape si ipsam quis nonse vel et etur sedis cone coritibus dunt, sitibere.

Licab um et harcit dolorepe consed est, quidipsapis aut enditio bero

A Licab um et harcit dolorepe consed est, quidipsapis aut enditio bero estor rehene sitinte lacipsame prat quatiorro magnis-quam fugitem eum diaome niet et etur alit la qui dit que ant paritat urehenecab inum quae preicabos. Ape si ipsam quis nonse vel et etur sedis cone coritibus dunt, sitibere.

Licab um et harcit dolorepe consed est, quidipsapis aut enditio bero estor rehene sitinte lacipsame prat quatiorro magnis-quam fugitem eum diaome niet et etur alit la qui dit que ant paritat urehenecab inum quae preicabos. Ape si ipsam quis nonse vel et etur sedis cone cori Licab um et har-cit dolorepe consed est, quidipsapis aut enditio bero estor rehene sitinte lacipsame prat quatiorro magnisquam fugitem eum diaome niet et etur alit la qui dit que ant paritat urehenecab inum quae preicabos. Ape si ipsam quis nonse vel et etur sedis cone coritibus dunt, sitibere.

Licab um et harcit dolorepe consed est, quidipsapis aut enditio bero

30BRAND BAR

EXAMPLES OF IMPROPER BRAND BAR USE


www.Radford.edu

Don’t bleed the round corner bar off the bottom or top of the page.


www.Radford.edu


www.Radford.edu Licab um et harcit dolorepe consed est, quidipsapis aut enditio bero estor rehene sitinte lacipsame prat quatiorro magnisquam fug-item eum diaome niet et etur alit la qui dit que ant paritat urehenecab inum quae preicabos. Ape si ipsam quis nonse vel et etur sedis cone cori Licab um et harcit dolorepe consed est, quidipsapis aut enditio bero estor rehene sitinte lacipsame prat quatiorro magnisquam fugitem eum diaome niet et etur alit la qui dit que ant paritat urehenecab inum quae preicabos. Ape si ipsam quis nonse vel et etur sedis cone coritibus dunt, sitibere.

HEADLINEDon’t make the brand bar the dominant

feature on the page.


Licab um et harcit dolorepe consed est, quidipsapis aut enditio bero estor rehene sitinte lacipsame prat quatiorro magnisquam fugitem eum diaome niet et

HEADLINE

Don’t use a differently-styled

bar.


www.Radford.edu



HEADLINE



HEADLINE

31PHOTO STYLE

Photography is a key element in storytelling and displays proof of our brand promise. Imagery documents hard work, inspiring opportunities and successful outcomes. The action-oriented approach reflects the real-world experience of Radford, tells a story in a glimpse, and is always executed with quality to help enhance the image and reputation of the University. Above all, it is real and not overly posed.

Previously taken high-quality photography is also available for use in your materials by logging into the Digital Asset Management System (DAM) using your Radford University login and password. Requests for access to the DAM can be made by filling out the form available on the Web Strategy and Interactive Media website.

PHOTO STYLE


32BRAND ASSETS

ADDITIONAL BRAND ASSETS

Templates for some common projects have been created to standardize our visual communications.

Templates for stationery have been provided to campus Printing Services. These items, including letterhead, envelopes and business cards must be ordered from campus Printing Services. Electronic versions of these may also be acquired through their office for your use.

Also available for download is a PowerPoint template. This and future assets may be downloaded from the Brand Assets folder located inside the Campus Photo Library folder in the Digital Asset Management System (DAM) using your Radford University login and password. Requests for access to the DAM can be made by filling out the form available on the Web Strategy and Interactive Media website.

A template for our official name tag design may be requested from University Relations by your chosen vendor. Designs to standardize informational brochures for programs of study or services of departments, offices and centers have been created by University Relations. Please contact us to inquire about use of those templates.

For consistency and quality,all stationery must be ordered from campus Printing Services.

University RelationsBrand [email protected] 540-831-5182


33DIFFERENTIATING YOUR UNIT

“NOW EVERYTHING WILL LOOK THE SAME ...”

Yes and no. While the goal is to make our publications uniform enough that they are recognizable as Radford University, this doesn’t mean they need to be identical.

Consistent and proper use of the University brand elements does not prohibit you from making your communications stand out from the crowd. There are myriad creative ways to keep promotional materials visually appealing without compromising the brand, even when following a prescribed template.

Some possible ways to create a visual style for an event or program are shown here and on the following pages.

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Elements from the School of Dance and Theatre’s former logo are used as graphic elements in the background of these marketing pieces.

SOME THINGS SHOULD LOOK THE SAME ...

Printed publications that are

part of a series, or that get

displayed together, should

have repeating elements and

a uniform look, paper

color, paper weight and

finish.

Examples of this might be:

brochures for academic majors*

event series

poster series

departmental or office brochures*

marketing campaign pieces

poster series

*A style has been established by University Relations. See page 32 for details.

Dance contact: danah bellaPhone: 540-831-5186 Email: [email protected]/dance

Hone your passion for performance at radford university

LEarn morE

�B.a. and B.s. in theatre �B.a. and B.f.a. in dance �B.s. in dance education

Theatre contact: Carl LefkoPhone: 540-831-5141 Email: [email protected]/theatre

tHe rigHt movesRadford University School of Dance and Theatre


PrOGrAm OBJeCtiVe

The Department of Accounting, Finance and Business Law at Radford University strives for excellence in

teaching, research and service to the accounting and fi nance professions. Its mission is to produce

graduates at all levels who excel in their pursuits.

The program provides students with a basic and broad knowledge of business and administrative

practices including analytical problem-solving and decision-making skills. The department offers the

Bachelor of Business Administration degree with a major in accounting.

AccountingCollege of Business and EconomicsBachelor of Business Administration

CAreer OPtiOns AnD OutLOOK

Accounting is the study of how businesses track their income and assets over time. Accountants engage in a wide variety of activities besides preparing fi nancial statements and recording business transactions. These include computing costs and effi ciency gains from new technologies, participating in strategies for mergers and acquisitions, quality management, developing and using information systems to track fi nancial performance, tax strategy and health care benefi ts management. (Source: www.careers-in-accounting.com)

The undergraduate program in the Department of Accounting, Finance and Business Law prepares students for careers in the public, private, government and nonprofi t sectors in accounting, fi nance, insurance and real estate.

ADDitiOnAL stuDY

Will I need more than just a degree in accounting?

Although it is not required, many graduates pursue a specifi c certifi cation to establish their professional credentials.

•CPA—CertifiedPublicAccountant•CMA—CertifiedManagement

Accountant•CIA—CertifiedInternalAuditor•CFE—CertifiedFraudExaminer

Your employer may also recommend that you further your formal education byseekingaMasterofAccountancyoraMasterofBusinessAdministration.

DePArtment ChAir

Daniel DavidsonDepartment of Accounting, Finance and

Business LawCollegeofBusinessandEconomicsP.O.Box6951Radford University Radford,VA24142540-831-5668Fax:540-831-6626Email:[email protected]:

http://actgweb.asp.radford.edu/fi nc.html

ADVisinG Center

CollegeofBusinessandEconomicsAdvisingCenter

P.O.Box6974Radford UniversityRadford,VA24142540-831-5074Email:[email protected]: www.radford.edu/cobe-advising

The former cupola logo from the College of Business and Economics was used as a standalone graphic in this series of fact sheets.

#GetReadyRadford

Seating islimited. Register today!To register, visitwww.radford.edu/careerprep.

For more information, visitwww.radford.edu/careersand click on the conference link.

■ Guest speakers

■ Career-related workshops

■ Alumni networking opportunitiesCome dressed to impress in professional attire.Registration and keynote speaker:Bondurant AuditoriumNetworking event and workshops:College of Business and Economics

Sponsored by the Career Center, the College of Business and Economics,

the College of Science and Technology and the College of Humanities and Behavioral Sciences

Priya RameshM.S. ’03Keynote SpeakerRecognized as one of Top Rank Marketing’s “25 Women Who Rocked Social Media in 2013.”

CAREER PREP CONFERENCEA student professional development eventSaturday, September 12, 2015 • 11 a.m. - 4:30 p.m.

This campaign to promote the first annual Career Prep Conference used several components, both digital and print, to reach the audience.

CAREER PREP CONFERENCEA student professional development event

Saturday, September 12, 2015 • 11 a.m. - 4:30 p.m.Registration and keynote speaker: Bondurant AuditoriumNetworking event and workshops: College of Business and Economics

As a student of Radford University, you know your discipline and people already notice your work. But have you given any thought to the next step?

The Career PREP Conference will help you get ready to enter a job or internship. With guest speakers, career-related workshops and alumni networking opportunities, the conference is step one on the journey to the career you want. Come dressed to impress in business professional attire.

Sponsored by the Career Center, the College of Business and Economics, the College of Science and Technology and the College of Humanities and Behavioral Sciences

#GetReadyRadford

Priya Ramesh, M.S. ’03Keynote Speaker

Recognized as one of Top Rank Marketing’s “25 Women Who Rocked Social Media in 2013,” Priya Ramesh has optimized the corporate communications function for global brands, including Microsoft, HP, Ford Motor Company, AARP, Charles Schwab, Air New Zealand and Bridgestone Americas. Her expertise in influencer relations and viral video marketing for Network Solutions (now Web.com) was recognized as one of Mashable’s “Top Seven Twitter Marketing Campaigns” in 2011.

Seating islimited. Register today!To register, visitwww.radford.edu/careerprep.

For more information, visitwww.radford.edu/careersand click on the conference link.


graphic designmaster of fine arts

Katy Sickman, M.F.A. ’15

Katy Sickman, M.F.A. ’15 Ashley Marlowe, M.F.A. ’15www.radford.edu/gradart

FacultyCarlee A. BradburyRoann BarrisAndrew RossKen SmithSteve ArburyRichard BayDrew Dodson

Zheng-Liang FengAlison G. PackEloise PhilpotJohn O’ConnorHalide SalamBrent Webb

CERAMiCS | DRAWinG | GRAPHiC DESiGn | JEWELRy & METALWORKinG | PAinTinG | PASTELS | PHOTOGRAPHy | WATERCOLOR

Eight two- and three-dimensional concentrations Low student/faculty ratio

Award-winning faculty of international acclaimTeaching assistantships

Skills to Last a Lifetimewith a Radford University M.F.A.

This poster series will introduce our MFA program to a target audience.

painting

Jordan Blevins Lively, M.F.A. ’15

Mary Chiaramonte, M.F.A. ’10 Trevor Godfrey, M.F.A. ’13

master of fine arts

www.radford.edu/gradart






Succeed in Broad Strokeswith a Radford University M.F.A.

Anne Gaillard Graham, M.F.A. ’12

ceramics



Give Shape to Your Aspirationswith a Radford University M.F.A.




master of fine arts


drawing

Eric Beavers, M.F.A. ’13

master of fine arts





Eric Beavers, M.F.A. ’13 Aaron Forrester, M.F.A. ’14



Straight Lines to Successwith a Radford University M.F.A.

www.radford.edu/criminal-justice Follow us on Facebook:Department of Criminal Justice – RU

MAKE YOUR CASE

ACHIEVE YOUR GOAL

LEADING THE WAYINVESTIGATE CRIMINAL JUSTICE AT RADFORD UNIVERSITY

BUILD YOUR KNOWLEDGE B

ASE

PUT YOUR EDUCATION TO WORK

LEADING THE WAYINVESTIGATE CRIMINAL JUSTICE AT RADFORD UNIVERSITY

1

2

3

4

5

6

FOLLOW YOUR LEADS

GATHER YOUR EVIDENCE

This direct mail piece will introduce prospective students to our criminal justice program.

36MOVING FORWARD

MOVING FORWARD

This document is not comprehensive and is not intended to be a static set of guidelines. Updates to content will be made as information becomes available for inclusion.

University Relations will send periodic emails to the campus community on the status of the branding effort and implementation, and to provide guide updates and alert you when new assets are ready.

We hope this guide will serve as an introduction to our brand and help you tell your own unique stories about how Radford University inspires success. As storytellers by profession, the team in University Relations is available to assist our campus community in that effort.

Please contact us with any questions, suggestions or comments.

University Relations Brand [email protected]

brand guide - radford university | virginialogo 9 radford’s updated logo is an important element...

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