marketing & communications - mount wachusett … · mwcc marketing & communications...

MARKETING & COMMUNICATIONS BRANDING AND STYLE GUIDE

August 2014

MWCC Marketing & Communications Branding and Style Guide | August 2014 © MWCC 2014. ALL RIGHTS RESERVED. 2

Marketing Services

Requesting Projects ................................................................... 3-4

Resources & Templates

Lead Time & Marketing Request Form.............................................5 Publication Templates & Logo Downloads ........................................6 Business Cards .............................................................................6

Brand Management Publication Requirements..............................................................7 Writing Style Guides......................................................................7 In-body Email Stucture .................................................................8 Email Signature Block ...................................................................8 General Guidelines ........................................................................9

Logos Department Logos ..................................................................10-13 Campus Logos ............................................................................14 Logo Alternative Colors ................................................................15 Logo Alterations ..........................................................................16

Colors & Typography Color Palette ..............................................................................17 Using The Color Palette ...............................................................18 Typography .................................................................................19 Using Color & Fonts ....................................................................20

Website Guidelines ....................................................... 21

Contact Information ....................................................... 21

Marketing Services OverviewThe Mount Wachusett Community College

Marketing & Communications Division

strategically positions and effectively

communicates with the community, students,

prospective students, and other constituents.

Through the creation of well-defined integrated

marketing initiatives, the division assists units

of the college with effective promotion and

awareness of our services and programs.

The Marketing and Communications Division

works closely with all offices, departments and

divisions campus-wide to develop plans to:

• Promote MWCC news, events, and programs

• Determine campaigns and optimize media channels to reach target audiences

• Enhance the positive image of MWCC with its diverse audiences

• Consistently communicate the college’s brand and values

Identity your need(s) and establish a budgetOur staff is eager to assist the campus community with:

• Marketing Planning • Media Relations • Graphic Design • Publications • Publicity

• Photography • Advertising • Press Releases • Collateral • Social Media

• Editing • Direct Mail • Business Cards • Website Content • Website Design

Meet with us:If you need assistance deciding which marketing materials are needed, please schedule a meeting through Joyce

Cormier at Ext. 122 or marketing @mwcc.mass.edu. Please allow enough time in advance so we can develop a

plan tailored to your needs.

Budget:The Marketing & Communications Division financially supports college-wide enrollment initiatives; therefore, any

program level event needing to be promoted will need to be funded by your department or grant. Please be sure to

indicate a budget, which will help us develop an effective plan for you.

Get your project startedVisit mwcc.edu/marketing to fill out the online Marketing Request From.

Here you may also:• Download pre-branded templates for brochures, postcards, flyers, posters, PowerPoint slides, etc.• View “how to” tutorials on WordPress and template toolkit training• Download MWCC official logos• View estimated pricing for marketing materials• View and download images through MWCC’s photo library• Browse through current and past marketing campaign collateral

• Review MWCC’s marketing plans

Submit Your Marketing Request Form • Submitting a complete online request form will automatically enter your request into the production queue for

review and approval.

• Paper request forms should be returned to the Marketing & Communications Division in

room 118 or emailed to [email protected].

MARKETING SERVICES | requesting projects

Step 1

Step 2

Step 3

MWCC Marketing & Communications Branding and Style Guide | August 2014© MWCC 2014. ALL RIGHTS RESERVED.3


Printing & Mailing a. For requests requiring printing, you will need to contact Print Services to schedule time in the print shop.

For larger, more complex pieces where a third party print vendor is needed, we can coordinate the

production for you.

b. If you are creating a mailed piece, you will also need to contact the mail room to schedule your mail delivery.

Content Creation, Design & FormattingYou know your content best. Please submit content for your communication via email to

[email protected]. It is essential that all content is delivered in a complete and accurate format. If other

individuals or offices need to approve your content, make sure they have reviewed and approved all content before

it is emailed to us. Once all content is submitted, we will begin formatting and designing your piece.

1st Draft & Proof Review When ready, we will send you a first draft for your review. At this stage, there should be no substantial changes

unless something factual has unexpectedly changed. Your proofreading should include verification of correct

spelling of names, dates, fees, course titles, telephone numbers, email addresses, etc. Also, please ensure that

everyone who needs to approve the material has carefully reviewed it and offered their feedback before you return

the proof. After careful review, please mark up any edits and return them to us. There may be a few rounds of

proofing until we gain your final approval.

Final ApprovalOnce we receive your final approval, we will take all necessary steps to complete the project and send a final file to

you or the outside vendor.

Inventory of Your PublicationOnce your material is printed and delivered, you are responsible for organizing, storing, and monitoring its

inventory. Please inform the Marketing & Communications Division before you run out to allow enough lead time

and budget to accommodate reprinting.

Step 8

Step 4

Step 5

Step 6

Step 7

For Print Ads

Due to its expensive

nature, college

advertising is typically

to support college-wide

initiatives such as

enrollment, recruitment

or college awareness

efforts. All college

advertisements are

developed, budgeted

and approved through

the Marketing &

Communications

Division exclusively.

MARKETING SERVICES | requesting projects (continued)

A key factor for a successful

project is allowing for ample

lead time.

The chart to the right gives the

approximate lead time needed by

the Marketing & Communications

Division to complete your project.

A Marketing & Communications

Request Form must be completed

prior to requesting a job. Visit

mwcc.edu/marketing/request to

fill out the online form. If you

have questions or need help,

please contact the Marketing

Division to set up a time to meet.

Online Marketing & Communications Request Form:mwcc.edu/marketing/request

*Time for design & proofing only. Does not include printing & mailing time. Please factor extra time accordingly.

RESOURCES & TEMPLATES | lead time & request form

SAMPLEMWCC Marketing & Communications Branding and Style Guide | August 2014© MWCC 2014. ALL RIGHTS RESERVED.5

Printed Material3 Weeks*

Social Media Posts1–2 Weeks

Publication6–8 Weeks*

Event Publicity3–4 Weeks

Press Release3–4 Weeks

Emergent NewsCall x547

New Web Page2–3 Weeks

E-sign Posts2 Weeks

REQUIRED LEAD TIMES


RESOURCES & TEMPLATES | business cards

Business cards are currently produced in-house.

To obtain new business cards, please visit

mwcc.edu/marketing/request

Business cards take approximately 3-4 weeks to

process, design and print.

RESOURCES & TEMPLATES | publication & logo downloads

To maintain brand consistency, Marketing has created several ready-made branded templates

and logos for your use.

The MWCC logo is our institution’s signature and the primary consistent imagery for the college.

As such, we have strict requirements on how the logo can and cannot be used. To that end,

we’ve created a repository of approved logos in a variety of sizes and colors available for you to

download. These are the only logos that can be used. If you have a different need than what we

have available, please contact the Marketing & Communication Division to assist you.

Any piece not created directly by the Marketing & Communication Division should be emailed to

[email protected] for review before it is printed or distributed. Please allow two to five

business days to receive feedback.

Template Downloadsmwcc.edu/marketing/toolkit

Logo Downloads:mwcc.edu/marketing/guide

Online Business Card Form

Visit mwcc.edu/marketing/

request and fill out the

request form to order your

business cards. SAMPLE

1. College logo

2. Web address: mwcc.edu (do not use the www. prefix)

3. Affirmative Action/Equal Opportunity Statement (three options)• MWCC seeks to provide equal educational and employment opportunities and

does not discriminate on the basis of age, ancestry, color, creed, disability, genetic information, gender, marital status, race, religion, national origin, sexual orientation, veteran status, or any other protected classes.

• Affirmative Action/Equal Employment Opportunity Institution

• AA/EEO Institution

4. For Events | Accommodation Statement• If you have a disability and may require accommodations to participate fully in

the program, please contact the program director to discuss your specific needs. In some cases, a two week notice may be necessary.

Note: Accommodation Statement required on invitations

Invitations to events sponsored by MWCC must include the above accommodation statement.

5. For Academic Certificate Material | Gainful Employment Statement• Programs are continually evaluated, changed, and added. To learn more about

all of MWCC’s academic programs and gainful employment information, please visit mwcc.edu/programs.

Note: The Gainful Employment Statement is required on any piece that mentions academic certificates

6. Pieces not created directly by the Marketing & Communication DivisionEmail to [email protected] for review before it is printed or distributed. Please allow two to five business days to receive feedback.

BRAND MANAGEMENT | publication requirements

Additional ResourcesVisit mwcc.edu/marketing/

guide for a reference list

of MWCC’s most common

grammar, punctuation and

spelling standards.

Graphic requirements for

all print and electronic

communications are listed to

the right. By implementing

these standards, we reinforce

the college’s brand identity and

ensure consistency and uniform

branding for the college.

BRAND MANAGEMENT | writing style guides

Consistency with grammar and style is paramount. Two standard reference guides are suggested for staff writing:

• The AP Style Guide (for press releases and newspaper articles)

• The Chicago Manual of Style (for publications)



BRAND MANAGEMENT | in-body email & signature structure

CORRECT INCORRECT

Good Morning Jane Doe,

Attached you will find the document you had requested. Please take a moment to review and let us know if you should need any additional

changes. Thank you!

--

John DoeJob Title Goes Here978-630-0000 | [email protected]

“Life is fantastic” - Sam DoePlease consider the environment, don’t print this email.

XGood Morning Jane Doe,

Attached you will find the document you had requested. Please take a moment to review and let us know if you should need any additional changes. Thank you!

John Doe, Ed.D.Director of Internal Systems

Mount Wachusett Community CollegeOffice of Admissions444 Green StreetGardner, MA 01440

P: 978-000-000 | F: 978-000-000E: [email protected]

Email Signature Block

Each employee’s email

set-up should be visually

identical to reinforce the

college’s branding.

Use only the following

fonts, size and color

when creating and

responding to an email.

Need help?

Contact the Marketing

& Communications

Division and we will be

able to assist you.

• Never use anything other than Arial font when writing an email.

• Only use black as the type color and do not add any additional copy such as quotes to the body of the email.

• The background of the email should remain white. Do not add any background images or color.

• Signature should be structured only using text.

• If you have a unique URL, which points to the Office of Admissions, Library, etc. you may add that extension. Otherwise use the default mwcc.edu

Font: Arial Type Size: 12pts Color: black

The Mount Wachusett Community College Logo

The logo and supporting elements are the

building blocks of the Mount Wachusett

Community College brand. Using them

consistently according to the guidelines on

these pages helps reinforce our college’s

brand.

General Guidelines:

The logo should always be used as it appears here (a few exceptions are shown on the following pages).

• Please do not alter the logo in any way. The logo must remain recognizable to serve its role as a powerful visual embodiment of our college.

• Don’t change the text, font, colors, or shape of the logo.

• Don’t reduce the logo to less than 2 inches wide and/or .5 inches high. Doing so makes it hard to read.

BRAND MANAGEMENT | general guidelines



fitness & wellness center

Departments are provided their own

customized MWCC logo to be used in

department-related promotional material

and communications. Departments are

required to use their approved MWCC

logo and may not alter it in any way.

• The department name is to be set accordingly:

Font: Trajan Pro

Style: Small Caps

Type Size: 9 points

Space above: .16”

• Department name should be left-aligned with the Mount Wachusett Community College text.

• Department names should not extend beyond the left edge of the text.

• When more than one line is required, the first line should not extend beyond the left edge of the text. Subsequent lines should not extend beyond the far right edge of the text (see example). Leading should be set to 13 pt.

In rare cases, Mount Wachusett Community College may create logos with exceptions to these rules to accommodate formatting considerations.

Alterations to logos must be approved by Marketing & Communications Division only.

One line department example, more than 12 characters

One line chapter example, 12 characters and under

Two line department example

LOGOS | department logos

marketing & communications

other name

8 pt

12 pt

12 pt

.16” between baseline of logo text and cap height of department name

.16” between baseline of logo text and cap height of department name

Specs are relative to a logo sized at 3” wide

Maximum line length for first and second line of department name

Capitalization | Trajan Pro font uses all caps and should be displayed like below

Punctuation | Avoid punctuation in acronyms (e.g. use “TRIO” not “T.R.I.O”).

Symbols | Use the ampersand symbol in lieu of using “and” (e.g. use “Access & Transition” not “Access and Transition”).

LOGOS | department logos (continued)

Academic Affairs

T.R.I.O

Access and Transition

X

X

X


academic affairs

access & transition

trio

CORRECT INCORRECTX

LOGOS | department name (continued)

The strength of an

organization’s visual

brand lies in the

consistent use of each

element. Maintaining

the logo as originally

designed increases

recognition of MWCC’s

brand, and benefits

departments and the

central organization in

many ways (for example,

visual consistency

strengthens fundraising

and enrollment growth

efforts).

If your department

does not have a set

logo, please contact

the Marketing &

Communications Division

to obtain one

Marketing & Communications

Marketing & Communication



X

X

X

X

Fonts

The typefaces in our logo have been

customized for MWCC; do not change

the font of either “Mount Wachusett

Community College” or the department

name.

Graphics

Do not alter or add graphics to the logo.

Departments may include an additional

logo elsewhere in a layout, but not within

the logo itself.

Mount Wachusett Community College


department name

INCORRECTX


LOGOS | department name (continued)

The logo provided

to departments

should not be

altered in any way,

to avoid confusion

among members of

the general public.

X

X

X

X

X

Don’t add additional text to the logo.

Don’t reposition the chapter name.

Don’t change or add colors to the logo. Departments that want to use school colors may do so

using the guidelines on the following pages.

Don’t alter or replace text in the logo.

Don’t reduce the size of the logo to less than 2 inches wide, or .5

inches tall. People need to be able to read it!


Start near. Go far.



Marketing & Communications @ Gardner


INCORRECTX


LOGOS | campus addresses

Each campus location

has its own logo

including the address,

which is to be used on

return address labels,

letterhead and any

other application where

applicable.

To download a logo

including the campus

address visit

mwcc.edu/marketing/guide

444 Green St.Gardner, Massachusetts 01440

444 Green St. Gardner, MA 01440

X

X

Usage

Do not attempt to create your own

campus address logo. There are

several formats, which are available

for use on mwcc.edu/marketing.

If you have a unique situation or

are situated at a new location,

please contact the Marketing &

Communications Division.



444 Green Street, Gardner, MA 01440 100 Erdman Way, Leominster, MA 01453

326 Nichols Road, Fitchburg, MA 01420One Jackson Place 27 Jackson Road, Devens, MA 01434

gardner campus leominster campus

fitchburg campusdevens campus

CORRECT

INCORRECTX

LOGOS | alternative logo colors

In most

circumstances, the

standard full-color

MWCC logo should

be used. Please

note the following

exceptions.

• When printing in black and white, use the

grayscale version of the logo.

• When grayscale printing is not available, use

the 100% black version.

• The MWCC logo looks best on white or light

backgrounds. If you need to place the logo on

a dark background, use the white or “knocked

out” version of the logo.

• Do not alter the logo color even if it is MWCC

approved green and blue. The above examples

are the only alternative ways to display the logo

other than the full color logo.

Grayscale

Knocked out

100% black

X


CORRECT

INCORRECTX


LOGOS | logo alterations

• The MWCC logo seal may be used independently for some

application to accommodate size restriction. In most cases, use

the full college logo.

• You may not use the logotype instead of the complete logo.

The round graphic element must always accompany the words

“Mount Wachusett Community College.”

• Never place the symbol over the name

X

X

CORRECT

INCORRECTX


COLOR & TYPOGRAPHY | color palette

These guidelines will assist you

in creating quality print and

electronic communications for

Mount Wachusett Community

College that reinforce the

college’s brand identity. The

following pages contain color

usage guidelines and standards

for brochures, flyers, posters, etc.

By consistently implementing

the basic standards shown on

these pages, a uniform brand and

image will be communicated to

MWCC’s many audiences.

Top W: PMS 540

Bottom W: PMS 348

Primary color paletteUsed for logo and any materials.

Secondary color palette

Mount Wachusett Community College Spot Black

PMS 540 PMS 348 SPOT BLACK

PMS 143

CREDIT/ACADEMIC

PMS 305

NONCREDIT

PMS 389

COMMUNITY

PMS 108

STUDENT LIFE/SERVICES

PMS 7502

INSTITUTIONAL

COLOR & TYPOGRAPHY | using the color palette

Primary color palette• Use the blue and green in the

Primary Palette for headlines and

larger text.

• Use black for smaller body copy.

Secondary color palette

• A specific color palette has been

established to represent the five

main bucket services MWCC offers.

Please refer to the color in which

your department fits. If you have

any questions, please contact the


Division.

Bucket descriptions

• Please refer to these main service

lists to determine which color your

department should use.

Questions? Contact us!

[email protected]

Pantone CMYKPMS 540 100,55,0,55

RGB HEX0,55,103 #00335B


RGB HEX0,135,82 #008751

Pantone CMYKSpot Black 0,0,0,100

RGB HEX0,0,0 #000000


PMS 348 SPOT BLACKPMS 540


RGB HEX246,160,77 #f6a04d

PMS 143

CREDIT/ACADEMIC


RGB HEX83,202,236 #53caec

PMS 305

NONCREDIT


RGB HEX208,223,0 #d0df00

PMS 389

COMMUNITY


RGB HEX255,221,53 #ffdd35

PMS 108

STUDENT LIFE/SERVICES


RGB HEX206,184,136 #ceb888

PMS 7502

INSTITUTIONAL

CREDIT/ACADEMIC• Academic Programs

• General Enrollment

• Registration Events

• Advising

• Gateway to College

• Pathways

• Dual Enrollment

• ABE/ASE/HiSet (GED)

• ESL

STUDENT LIFE/SERVICES• Clubs

• Student Events

• Cafeteria

• Library/Academic Support

• Financial Aid

• Testing Services

• Records

• Bookstore

NONCREDIT• Lifelong Learning

• Workforce Development

• Kids Academy

COMMUNITY• Community Events

• Fitness & Wellness

• Garrison Center

• Theatre at the Mount

• Foundation/Alumni

• Center for Civic Learning

• Art Gallery

INSTITUTIONAL• Campus Police

• Facilities

• Maps

• Directional Signage

• Administration


COLOR & TYPOGRAPHY | fonts

The look and feel of

Mount Wachusett

Community College

typography is integral to

our brand and image.

Trade Gothic Light

The quick brown fox jumps over a lazy dog. | 0123456789

Medium


Medium Italic


Bold


Condensed No. 18


Bold Condensed No. 20


MWCC’s primary font is Berkeley, an

elegant but timeless serif font.

• Berkeley font bundle is available for

purchase from Fonts.com (www.

fonts.com).

• When Berkeley is not available,

please use Times New Roman

instead.

• Berkeley should be used for most

body text, including brochures,

flyers, and other materials.

Berkeley Book


Book Italic


Medium


Bold


MWCC’s headline font is Trade Gothic, a

high-impact sans serif font.

• The Trade Gothic font family is

available for purchase from Fonts.com

(www.fonts.com).

• When Trade Gothic is not available,

you may use Gotham or Arial instead.

Because it looks good at large sizes,

Trade Gothic should be used for

headlines, display type in flyers and

posters, and accent text (e.g. pull-

quotes in publications).

COLOR & TYPOGRAPHY | using colors, bars and type together

The Mount Wachusett

Community College

fonts, design and

color palettes give

you flexibility when

designing materials.

The following layouts

are just two examples

of how careful use

of limited colors can

result in very different

looks to reflect

your department’s

personality.

SAMPLE HEADLINE IN APPROVED COLOR SAMPLE HEADLINE IN

UNAPPROVED COLOR

SAMPLE HEADLINE ON PRIMARY BLUE

SAMPLE SUB HEADLINE ON PRIMARY BLUE

Department Name

Department Name

Do not use colors outside of our approved color palette for any MWCC materials. Only use the approved color associated with your department.

Do not use old color bar styling as seen here. See examples to the right for proper color bar treatments.

Sample Headline

Colors:

Only use the approved color relating to your department with our primary blue and green. Make sure the blue, or blue and green are most prominent.

X

X


SAMPLE CALL TO ACTION IN APPROVED COLOR

Department Name

Department Name

CORRECT INCORRECTX

mwcc.edu


Vice President of Marketing & CommunicationsRobin Duncan.......................................................................................................................rduncan@mwcc.mass.edu | 978-630-9591

Director of Marketing & New Media Sarah McMaster .............................................................................................................. [email protected] | 978-630-9458

Director of Public Relations Janice O’Connor................................................................................................................... [email protected] | 978-630-9547

Assistant Director of Marketing Stephanie England ........................................................................................................... [email protected] | 978-630-9300

Web & New Media Specialist Brett Moulton .....................................................................................................................bmoulton@mwcc.mass.edu | 978-630-9158

Coordinator of College Graphics Briana Nobrega ..................................................................................................................bnobrega@mwcc.mass.edu | 978-630-9392

Administrative Assistant Joyce Cormier ................................................................................................................... [email protected] | 978-630-9122

WEBSITE | guidelines

CONTACT | marketing & communications division

Additional Website Resources

See mwcc.edu/marketing/

resources for details

and complete website

guidelines

Marketing Requests

All general requests

should be sent to

[email protected]

MWCC’s website is the most comprehensive source of information and an important and widely used vehicle for communication to external audiences. The website has three major purposes:

• To serve as a major recruitment tool for prospective students• To enhance MWCC’s image and reputation by providing comprehensive, timely and consistent information to prospective

students, current students, media, the college community and the public• To build community by creating and managing relationships between MWCC and our most important audiences

Due to the website’s highly visible platform for informing many audiences about MWCC, the college has developed a set of official guidelines and elements of style to help create and maintain pages. Please see the additional website resources online.

For the following requests and services, go to: mwcc.edu/marketing• A new web project such as a photo gallery or a form• Updates to existing pages. The pages for which you are requesting an update may be managed by another area outside of the

Marketing & Communications Division. In this case, your request will be processed and re-routed to the appropriate individual or office. You will be notified.

MC093-02 Rev:Aug14 | mwcc.edu

marketing & communications - mount wachusett … · mwcc marketing & communications...

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