create consistency. create clarity. create more. · typography colors photography graphic elements...

Create consistency. Create clarity. Create more.

give to skidmore style guide

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Table of Contents

MESSAGINGPurposeAudiences PersonalityStoryBrand Narrative

VOICESounding the PartWriting TipsCrafting Content

TYPOGRAPHY TypefacesUsage

COLORS Color PalettePrimarySecondayNeutrals

PHOTOGRAPHYPortraitsMomentsPlace

GRAPHIC ELEMENTS“Create” GraphicMasking

BRINGING IT TO LIFECampaign MailerCampaign MicrositeTargeted EmailCampus BannersCampus Activation

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Messaging

MessagingVoice Typography ColorsPhotographyGraphic ElementsBringing It to Life


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Purpose

Skidmore should be known for:

Its unwavering focus on and commitment to the student experience

Being a place that forges deep and long-lasting personal relationships

The role it plays in paving paths for career and personal success

Uncompromising Commitment

Unique Experiences

Unquestionable Value

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PURPOSE

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The purpose sets the direction of communications and focuses the messaging. It should give the fund’s campaign meaning and context.



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PRIMARY

Rising graduates and young alumniWHO ARE THEY?

• Current students approaching graduation

• Young alums in the critical period from graduation to five years post-graduation

OUR GOAL: Acquisition

Under-engaged donorsWHO ARE THEY?

• Unengaged alumni

• Detached community members, faculty and staff, and parents of current students

OUR GOAL: Re-engagement

SECONDARY

Existing donorsWHO ARE THEY?

• Alumni

• Faculty and staff

• Parents

• Major donors (Foundations, corporations, and alumni)

OUR GOAL: Retention

Non-donorsWHO ARE THEY?

• Unaware or uninformed potential donors

• Parents of current students

OUR GOAL: Activation

TERTIARY

Saratoga Springs and the communityWHO ARE THEY?

• Untapped group of potential donors

• Educational partners and employers

• Neighbors

• Skidmore arts and athletics patrons

OUR GOAL: Engagement

AudiencesBy identifying who we want to engage, we can tailor our content for their interests and better achieve our marketing goals.



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The personality sets the tone for our communications, reflecting how we want audiences to think and feel about Skidmore when they interact in a giving capacity. Personality


Our message is…

PERSONALIZEDPOWERFUL

INFORMATIVE IMPACT-ORIENTED

so our donors feel…

CONNECTEDPROUD

INVOLVEDINSTRUMENTAL


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Story



CORE MESSAGE CORE ATTRIBUTE

CORE BENEFIT

Our value proposition has two parts: a core attribute (what we at Skidmore offer) and a core benefit (what students and donors get).

Giving to Skidmore enables our students to bring creative thought to life in their own distinctive ways around campus, in the community, and throughout the world.

Having creativity at the core of today’s communities makes capacity for tomorrow’s positive change.

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Story



Deliver a unique student experience that cultivates and celebrates passions and pursuits

The means to broaden their perspectives, create their own opportunities, and achieve their goals

• Provide access to opportunity for best fit students who are most able to take advantage of it

• Raise Skidmore’s national reputation

• Support experiential learning opportunities, including collaborative research and internships

• Create lively classroom environments with world-class faculty

• Provide access to innovative interdisciplinary opportunities

THE CAMPAIGN ALLOWS SKIDMORE TO:

SO OUR STUDENTS WILL HAVE:

SPECIFICALLY, A GIFT WILL:

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Story



Create shared experiences, in and out of the classroom, that form connections within a community of individuals

A connection with Skidmore that is as deep and lasting as the personal relationships they have forged

• Enable rewarding extracurricular and campus community experiences through athletic programs and clubs

• Instill global-mindedness and nurturing students’ diverse cultural interests

• Promote the ongoing improvement of the college’s athletics program

• Support collaborative research, study abroad, and related programs

• Increase interactions with faculty outside of the classroom




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Story



Amplify the value of a collective Skidmore experience to alumni, donors, and the larger community

A sense of pride in Skidmore as a reflection of their own unique path to success

• Foster opportunities to engage local, national, and international communities

• Advance sustainability at Skidmore and beyond

• Help attract and retain first-rate faculty

• Reflect positively on the training and reputation of each alum in our extensive network

• Provide opportunity to current students in the way that you were provided for as a student

• Infuse creativity, change, and betterment into the world




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Brand Narrative

Our brand narrative articulates the Skidmore College experience and the impact it has on every member of our community.


Creativity is at our core. It’s the thing that ties our community of individuals together, no matter where we are. Creativity is the reason we gain more perspectives that shape our thoughts. It’s why we have more experiences that inform our actions. It’s how we set ourselves apart and reveal what we’re meant to do. Every day at Skidmore, we take creative thought, and apply it to make something real. We create the opportunities to learn and grow in our classrooms. We create the experiences that build careers of lifetime success. We collaborate with our communities, and create positive change far beyond our campus. Every day, we create, because that’s what truly matters at Skidmore. And right now, we have the chance to create even more.

CREATE MORE


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Voice is what gives the campaign a recognizable style. It’s true to who we are. It’s an expression of our personality. It brings us a step closer to our audience, and if it’s done well, it brings our audience closer to us.

MessagingVoiceTypography ColorsPhotographyGraphic ElementsBringing It to Life

Voice



Sounding the Part


HOW DOES THE CAMPAIGN VOICE SOUND?

It’s proud ............................................... but not boastful.It’s direct ................................................ but not pushy.It’s different ..................................... but not weird.It’s inspiring .................................... but not cliché.It’s smart ................................................. but not pretentious.It’s sophisticated ............... but not ostentatious.It’s inclusive ............................... but not presumptuous.

Clear, compelling messaging takes a combination of instinct and discipline. Good writing feels purposeful, intentional, and above all, believable. Here are several tips to keep in mind when crafting your next communications.


WritingTips


Make it personal. Use first-person plural and second-person pronouns (“we”/”us” and “you,” where appropriate). It engages your reader in a direct, human way.

Make it clear.Make only the point you’re trying to make. Every communication won’t contain every detail, so focus on what’s important and relevant.

Make it relevant. Consult the messaging map when you’re creating communications, and look for places to include key messages.

Make it authentic. Back up your statements with proof points. Share real, honest stories of the work we’re doing.

Make it readable. Vary the cadence of communications. Mix short sentences with longer ones to avoid falling into a rut. Check for rhythm and flow by reading passages aloud.

Make it worthwhile. Give your reader a reason to care. Lead with audience-specific benefits (what they get) and back them up with our brand attributes (what we offer).

Make headlines work harder. Headlines should be more than just labels for the subject at hand. Since they may be the only thing our audience reads as they scan the copy, make sure they’re compelling and informative.

Make it relatable. We write like we speak, aligned with our brand personality. This may occasionally mean breaking a grammar rule or two. Used judiciously, contractions and sentence fragments add personality to communications.

Make it actionable. Give your audience a clear call to action, so they know exactly what you want them to do.

Make it concise. Especially when making a direct ask, make each word count.

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Crafting Content


At its heart, this campaign will empower creative thought. And it starts with our donor audience. What we share with them will directly affect what they do. Below are the top 10 things we want our audience to know and how we will get them engaged.

Creative thought is a worthy cause.At Skidmore, “Creativity” means making, doing, transforming, researching, and countless other ways we are actively shaping the world.

The goal is creativity, and the needs are clear.Be specific about the campaign goals and where we need donor support.

We can only createmore, together. Skidmore highly values and needs every donor.

Every gift matters. No matter the size, every donation enhances the student experience at Skidmore.

Involvement takesmany shapes.There are multiple ways to contribute—financial and otherwise. We want our donors to reconnect with Skidmore.

Once we build momentum, we have to keep it going. Sustained involvement and continued contributions will make this campaign even more successful.

Real stories makethe difference.Donors like to feel connected to those who benefit from their gift. Tell real, unfiltered stories of Skidmore students.

Your gift creates agracious cycle of giving.Tell stories of continued impact made possible by previous gifts. Show how students are applying creativity to benefit others.

Creative thought lifts more than just individuals. The community benefit of each gift should come through in our stories, as well.

More than anything,thank you. Because of our donors, Skidmore will always be a thriving hub of creative thought.

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Using type thoughtfully is a crucial detail to making our designs look professional. Follow these typography guidelines to create a consistent look and feel with all of our communications.


Typography


Mercury Display SemiboldMercury Display Bold

Mercury Display Regular

Skidmore’s serif typeface is Mercury Display. It feels both contemporary and classic, and we use it for headlines, subheads, and callouts.

When creating materials that will be displayed on computers that don’t have these fonts, replace Mercury Display with Georgia.


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Typefaces


Typefaces

Skidmore’s sans-serif typeface is Proxima Nova. We use this modern, clean set of fonts for subheads and body copy, and in any instance where legibility is a concern.

When creating materials that will be displayed on computers that don’t have these fonts, replace Proxima Nova with Arial.

Proxima Nova LightProxima Nova RegularProxima Nova SemiboldProxima Nova BoldProxima Nova ExtraboldProxima Nova Black

Proxima Nova Thin



Typefaces

Skidmore’s display typeface is Trade Gothic Condensed No. 20. This is a strong, bold font that can be used for subheads, numerals, and callouts. Always set Trade Gothic in all caps and use it for short lines of copy. Never use it for body copy.

When creating materials that will be displayed on computers that don’t have these fonts, replace Trade Gothic with Impact.

TRADE GOTHIC CONDENSED NO.20

19MessagingVoiceTypography ColorsPhotographyGraphic ElementsBringing It to Life


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Usage

Leading that’s too loose leavestoo much pause between lines.18 pt. type / 30 pt. leading

Leading that’s too tight leaves too little pause between lines.18 pt. type / 14 pt. leading

When leading is correct, thereader won’t even notice.18 pt. type / 20 pt. leading

Tracking that is too loose leaves too much space between letters.+75 tracking

Tracking that’s too tight leavestoo little space between letters.–75 tracking

When tracking is correct,the reader won’t even notice.–10 tracking

LEADINGLine spacing, called leading, should be set tight, but not too tight. In most cases, try leading that’s 2 points higher than the type point size.

TRACKINGLetter spacing, called tracking, should always be set slightly tighter than the default setting, and optical kerning should be used when it’s available.



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Our color palette has three layers: primary, secondary, and neutral. Our communications lean heavily on our primary colors, but pull from the supporting palettes to keep layouts from becoming too stale or one-dimensional.


Colors


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Color Palette

PRIMARY SECONDARY NEUTRALS



PMS 109 CCMYK 0/9/100/0

RGB 255/209/0

HEX #FFD100

PMS 3298 CCMYK 99/11/72/35

RGB 0/106/82

HEX #006A52

PMS 7548 CCMYK 0/12/98/0

RGB 255/198/0

HEX #FFC600

Use PMS 7548 to create more contrast when pairing yellow with white (such as setting white type on a yellow background).

PMS 3298 is our core heritage color and should feature heavily in all Fund materials.

Primary


The primary palette should be dominant on all communications, but it will also mix with the supporting palettes to build color schemes that are complementary and balanced.


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PMS 7481 CCMYK 82/0/86/0

RGB 0/183/79

HEX #00B74F

PMS 802 CHEX #44d62c

Secondary


Our secondary palette complements the primary colors and creates flexibility so that communications can shift for various needs. Secondary colors should never be used exclusively or more prominently than the primary palette.


PMS 802 is a fluorescent color and should only be used in digital tactics or materials printed with Pantone ink. Do not attempt to replicate this color using CMYK or RGB.

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PMS 649 CCMYK 10/3/1/0

RGB 219/226/233

HEX #DBE2E9

PMS 649 C, 40%CMYK 4/2/2/0

RGB 240/243/245

HEX #f0f3f5

PMS 5605 CCMYK 82/36/83/90

RGB 34/55/43

HEX #22372B

PMS 649 40% is best used for subtle backgrounds that divide sections of content.

PMS 5605 is best used for copy as an alternative to black. It has a subtle green cast that complements the core colors.


Our neutral palette works to keep compositions from feeling too saturated or overwhelming.


Neutrals

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PhotographyIt’s important that our photography present Skidmore in a real, authentic way. Achieve this by avoiding overly staged compositions or unnatural angles.

Images are organized into three categories: portraits, moments, and place.



CANDIDCapture people in the midst of actions with authentic expressions—subjects should never look posed. Strike a balance between youthful vibrancy and distinquished poses. The target audience should help determine whether to lean heavier on one or the other.

STUDIOCapture subjects on a neutral backdrop in natural or action-oriented poses, but seldom looking directly into camera.



Portraits

Photograph real and personal interactions between members of the Skidmore community within their environment, keeping a shallow depth of field and natural lighting, when possible.



Moments

PHOTOGRAPHERS NOTE:The examples above are cropped to create a dynamic composition. Consider shooting wider so that there is flexibility to crop for a range of uses, digital or otherwise.

PlaceENVIRONMENTCapture buildings and spaces with warm, natural light, always focusing on interesting compositions of architecture or nature. Sometimes the sense of place comes from someone’s point of view, like a subject looking out from a classroom window.

DETAILSCreate a narrative by photographing the unexpected details of a scene or event, avoiding direct portraiture of the subjects.




GraphicElements


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Our “Create” graphic is not a campaign wordmark; however, it is used to create visual interest while reinforcing the “Create More” platform.


“Create” Graphic


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Headline

When placed on a lighter backgrounds, the graphic should appear in PMS 5605 or PMS 3298.

CORNER ARROWThe caret at the top right corner of the graphic can be paired with a headline or box element to represent expansion, or the “more” in “Create more.”

When determining the weight of thecaret on its own, consider roughlymatching the weight of a headline to make sure its not overpowering.

When placed on darker color fields, the graphic can be any color in the brand palette with sufficient contrast to the background.

When placed on a photograph, the image must be simple enough to ensure sufficient contrast and legibility.



In every application of the “Create” graphic, the corner arrow must be set in a contrasting color. Never reproduce the graphicin grayscale.

When the corner arrow is integrated into the frame it must maintain the same weight as the frame.

“Create” Graphic

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MaskingMasking the “Create” graphic around the elements of a photo can create a dimensional and dynamic layout. You can use the full graphic or isolate the letters in their own composition. Be sure to choose an image with a simple, uncluttered background and sufficient contrast with the graphic.

HOW TO MASK

INDESIGN

Using the pen tool, outline the part of the subject that will overlap the text. Once you have a closed path, copy the portrait (⌘C) and “Paste Into” the closed path (located in the Edit menu). This technique is not reccomended for portraits with complex or textured edges.

PHOTOSHOP

For more detailed images, mask the graphic in Photoshop. In the same document, place the create graphic and the portrait in two different layers. Apply a Mask on the graphic layer (located in the Layer menu) and, using the Brush Tool in black, fill the area where you would like the portrait to overlap.



Bringing It to Life



Campaign Mailer


meaningmore

meaningmore every day


The campaign mailer is housed in a branded sleeve. As the reader pulls out the mailer, a die-cut window reveals different iterations of the “Create ______” headline.

Campaign Mailer


moremeaning

more

every day

moremeaning

more

every day


Campaign Mailer


YOUR GIFT powers creative thought. And here at Skidmore, Creative Thought Matters. It broadens our perspectives and shapes the people we become.

Your gift provides more scholarships, faculty, classrooms, internships, research opportunities, athletics, and everyday experiences with creativity at their core. It empowers us all to apply creative thought in our own unique ways.

You can create more for the students who create everything.


The campaign microsite offers an opportunity to view videos and profiles of people impacted by the campaign, creating a personal connection for the viewer. Additionally, it offers details about campaign priorities and acts as a platform for giving.

For the ones who create everything.

GET INVOLVED TODAY. Become a part of something more >

G I V E TO DAY

For the ones who create everything.

What does your gift make possible? MORE PERSPECTIVES that shape our thoughts. More experiences that inform our actions. More moments that reveal what we’re meant to do. Every gift powers creative thought, so we can create more, every day.

G I V E TO DAY

Campaign Microsite



The targeted email introduces an opportunity to engage an audience, either by sharing news and information about the fund, or through a video series, for example, compelling the end user to take action. Using the graphics and photo guidelines outlined in this document, your email can be designed to create a consistent look and feel.

TargetedEmail



Campus Banners

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MORE policies that protect our world.

MORE moments that excite us.

MORE big ideas that spark the next one.

Skidmore.edu/give

Skidmore.edu/give

Skidmore.edu/give

BEN SHULER ’18 Physics, Philosophy

JONAH FRANKLIN ’20 Dance, History

SARAH THOMAS ’17 Environmental Studies, Political Science



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MORE mentors for that next step in our lives.

MORE opportunities that move us.

MORE speakers and pursuers of the truth.

Skidmore.edu/give

Skidmore.edu/give

Skidmore.edu/give

ARWA DAMON ’99 Senior International Correspondent at CNN

ALTAGRACIA MONTILLA ’12 Director of Educational Programming, Beyond Sports

NAT SMITOBOL ’98 Master Admissions Counselor, IvyWise LLC

Campus Banners



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Campus Activation

What’syour story?

SAMPLE QUESTIONS:

What makes you proud to be part of the Skidmore community?

Why do you give back to Skidmore? Why do you choose to support your alma mater?

How do you make the most of your Skidmore education?

What do you make of creative thought? What does it mean to you?

How did Skidmore prepare you for the real world?

What experience helped create who you are today?


This interactive installation will pose questions studens and alumni on the video touchscreen. It will then capture the answers and use them as content.


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