A DESIGNER’S GUIDE TO THE BRAND

DIRECTORY OF CONTACTS

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BRYCE CHAPMAN

Associate Vice President for University Communications and MarketingMissouri Baptist UniversityChapmanb@mobap.edu314.744.7631

JENNY GRAVATT

Senior Communications SpecialistMissouri Baptist UniversityGravaj@mobap.edu314.744.7630

CORAL CHRISTOPHER

Digital and Editorial StrategistMissouri Baptist UniversityChristopherc@mobap.edu314.392.2307

KEITH ROSS

Senior Vice President for University AdvancementMissouri Baptist UniversityRossk@mobap.edu314.392.2301

BRAD CYGAN

Assistant Director of Athletics for Media and CommunicationMissouri Baptist UniversityCyganb@mobap.edu314.744.5372

KATLYN MONCADA

Web Content SpecialistMissouri Baptist UniversityMoncadak@mobap.edu314.392.2308

FROM THE PRESIDENT

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MBU employees:

The University has recently embraced a bold new communications expression, called “Shine On,” which seeks to communicate MBU’s focus on equipping students for a greater purpose beyond their educational experience. I immediately liked the tagline for what better image to work with than that of light. Jesus claimed to be the light of the world and in Matthew 5:14-16 he tells his disciples:

“Ye are the light of the world. A city that is set on an hill cannot be hid.

Neither do men light a candle, and put it under a bushel, but on a candlestick; and it giveth light unto all that are in the house.

Let your light so shine before men, that they may see your good works, and glorify your Father which is in heaven.”

You, as one of more than 700 MBU employees, have a great opportunity to help share the University’s story of shining on. The following pages provide you all of the tools needed to communicate the remarkable stories that daily occur from within this University in a cohesive, effective manner. With your help, MBU will continue to increase its awareness and broaden its impact in St. Louis and beyond.

Sincerely,

Dr. R. Alton LaceyMBU President

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TABLE OF CONTENTS

OUR MISSION 4

OUR BRAND 7

OUR COLORS 15

TYPOGRAPHY 17

IMAGERY 19

COMMUNICATIONS 22

This publication is the approved artwork guide for Missouri Baptist University. All marks shown in this publication are the property of Missouri Baptist Universityand may be reproduced with permission. The colors shown in this guide are for color reference only. Match to PANTONE® color standards for accuracy. PANTONE®

is the property of Pantone Inc.

©2013 Missouri Baptist University. All rights reserved.

OUR LOGO 11

OUR MISSION

OUR MISSION

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Missouri Baptist University is an evangelical Christian, liberal arts institution of higher learning whose purpose is to offer programs of study leading to professional certificates, undergraduate degrees and graduate degrees in an environment where academic excellence from a Biblically-based Christian perspective. The University is committed to enriching students’ lives spiritually, intellectually, and professionally, and to preparing students to serve in a global and culturally diverse society.

OUR MISSION

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PURPOSES

The University seeks to prepare students who are motivated by ideals of service for effective performance in careers which are appropriate to the Christian commitment of MBU. The University is open to all qualified students, regardless of race, gender, national origin, religion, age, or qualified disability. Faculty and students work together in the following purposes:

CORE PURPOSETo teach, empower, and inspire students for service and lifelong learning.

CORE VALUESMissouri Baptist is a university that is serious about its core values...

• We are serious and intentional about our Christian faith.

• We will freely and responsibly search for truth.

• We strive for excellence.

• We believe in the importance and cultivation of character.

• We believe in social change through service and leadership.

1. To develop a personal philosophy of life and an ethical and spiritual commitment which is based upon an awareness of alternatives and which is examined in the light of Biblical revelation.

2. To grow in an understanding of themselves, as well as others, and to cultivate an ability to employ this knowledge for self-development, for mental and physical health, and for social and family relationships.

3. To prepare for living in harmony with the physical environment by becoming aware of its basic principles, and of the means for intelligent use and conservation of its resources.

4. To develop effectiveness in the use and understanding of communications, both spoken and written, employing analytical and logical thinking in the process.

5. To become contributors to society in a manner consistent with Christian principles, participating responsibly in church, school, community, and world affairs, employing insights derived from a broad range of studies.

6. To grow in understanding, appreciation, and enjoyment of literature and the arts, and to become participants in creative and aesthetic activities in the community.

7. To prepare for continuing study by becoming acquainted with electronic technology resources and methods of scholarly research.

OUR BRAND

TAGLINE/POSITIONING THEME

MBU’s positioning theme is “Shine On” which reflects the University’s commitment to providing its students success in all areas of life. From their chosen career path to serving a greater purpose that reflects their faith and dedication to service, MBU students are prepared to shine and stand out from the crowd. MBU simply nurtures the light that already shines within each student to be their very best.

MBU is committed to instilling confidence and an entrepreneurial drive in each student so they can excel on their chosen path. “Shine On” reflects this commitment and raises the bar for prospective and current students to achieve all that they can and to feel empowered as they do so. “Shine On” also communicates the University’s focus on equipping students for a greater purpose beyond their four-year education experience. They are prepped to “Shine On” for life.

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OUR BRAND

It is a constant and continuous way of communicating the heart of who you are as a university.Your brand is a critical way of communicating your vision and values to your various constituency groups. It reinforces what you say in print, web, multimedia, and it remains in people’s minds long after other communication has faded. Because of its importance, your brand must consistently permeate all of your communication vehicles.

A BRAND IS A POWERFUL THING.

THE BRAND AT A GLANCE

Missouri Baptist University is a growing, progressiveliberal arts institution committed to equipping its students for ultimate success in all of life. Students are well prepared to excel in their chosen area of study and in making a difference in the world through their faith and service to the community.

MBU develops this kind of student by offering highly regarded academic programs in more than 50 degrees of study. There are numerous program-specific accreditations, and the small class sizes encourage strong faculty/student relationships.Students have ongoing opportunities to grow in faith/purpose through community and missions services. All of this occurs on a campus where facilities are modern, progress is at the forefront and entrepreneurial spirit is encouraged.

MBU empowers each student to let their natural light shine, equipping them to “Shine On” in their chosen career path and with a purposeful life that serves the challenging, culturally-diverse world that awaits them.

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OUR BRAND

BRAND VOICE/PERSONALITYMBU is not your “typical” Christian University. The school has a very good academic reputation, a wide breadth of degrees, vibrant campus life and an atmosphere that encourages spiritual growth and entrepreneurial drive. MBU is an exciting, progressive university that is on the move.

The University is an unexpected gem that should raise a few eyebrows of those expecting the “expected.” Some words that accurately describe the University’s personality and reflect the proper tone include:

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OUR BRAND

PERSONALITY

Entrepreneurial

Engaging

Confident

Worshiping

Welcoming

Joyful

Swagger

Progressive

TONE/LANGUAGE

Empowering

Contemporary

Joyful

Straightforward

Positive

Friendly

Inspiring

Passionate

OUR LOGO

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OUR LOGO

THE SCHOOL COMMUNICATION LOGO

The most valuable visual statement of Missouri Baptist University’s brand is its logo. A logo is the

“public face,” equipped with distinct shapes and colors that when combined give you a recognizable

presence in your community. Missouri Baptist University’s type-treated logo was designed to reflect

the University’s personality and strengths. This logo may be used on formal university communications.

NOTE: The color of the “Shine On” tagline may only be PMS 289 (and all conversions), black or white. No other colors are acceptable.

Missouri BaptistU N I V E R S I T Y

Missouri BaptistU N I V E R S I T Y

PANTONE 289C LOGO

BLACK LOGO

WHITE LOGO

PANTONE 289C LOGO

BLACK LOGO

WHITE LOGO

LOGO COLOR GUIDELINES

It is imperative that the correct files are used in all printed and web material. Each logo file is unique for the specified color. When a white logo is required, the prepared White Logo file must be used. No exceptions.

OUR LOGO

SYMBOL

VERTICAL SCHOOL LOGOTYPE WITH TAGLINE

VERTICAL SCHOOL LOGOTYPE

Clear SpaceClear space requirements must be observed, except in special, pre-approved circumstances.

MINIMUM SIZE 1” WIDE WITH/WITHOUT TAGLINE

MINIMUM SIZE .5” WIDE

CORRECT PROPORTION

SCALED TOO TALL

SCALED TOO WIDE

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OUR LOGO

THE BRAND COMMUNICATION LOGO

Missouri Baptist University’s positioning theme “Shine On” visually comes to life through

a vibrant and colorful logo, developed to help our tagline shine and stand out from the

crowd.The mark is made up of many colors interacting with each other to help symbolize our

diverse student body, as well as communicate the University’s focus on equipping students for a

greater purpose beyond their four-year education at MBU. This logo is reserved for campus-wide

branding intitives and the University Communications Department only. For questions regarding

correct logo usage, please contact the University Communications Department.

4-COLOR (MADE FROM PMS289) BRAND LOGO

CORRECT PROPORTION

SCALED TOO WIDE

SCALED TOO TALL

MINIMUM SIZE: 2.5” WIDE WITH TAGLINE*EXCEPTION: The Missouri Baptist University horizontal logotype may be utilized by itself on the masthead of the school’s websiteand all associated digital applications, MBU Official letterhead and associated materials and the Office of Institutional Advancement.

The Missouri Baptist University horizontal logotype may be separated from the “Shine On” mark

and utilized by itself as long as both marks are in the vicinity of each other in the applicated design.

It is not acceptable to use the horizontal logotype by itself, with minor exceptions*. Refer to pages

12 and 13 for Missouri Bapist University logo versions and their usage.

OUR LOGO

SYMBOL

VERTICAL SCHOOL LOGOTYPE WITH TAGLINE

VERTICAL SCHOOL LOGOTYPE

Clear SpaceClear space requirements must be observed, except in special, pre-approved circumstances.

MINIMUM SIZE 1” WIDE WITH/WITHOUT TAGLINE

MINIMUM SIZE .5” WIDE

CORRECT PROPORTION

SCALED TOO TALL

SCALED TOO WIDE

Missouri BaptistU N I V E R S I T Y

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Clear SpaceClear space requirements must be observed, except in special, pre-approved circumstances.

OUR COLORS

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OUR COLORS

PRIMARY COLOR PALETTE

MBU’s color scheme is designed to be clean and bold. The scheme primarily uses PANTONE 289 with PANTONE 429 when needed as an accent color on all school communication pieces. The PANTONE colors should not be tinted or have their opacity changed. They should be used in conjunction with a substantial amount of white space to promote an airy and contemporary feeling.

SECONDARY COLOR PALETTE

Supporting accent colors have been chosen to provide punch and vibrancy to all brand communication pieces when used in conjunction with the primary color pallete. These colors have been selected with our “Shine On” brand position in mind. They promote a progressive, yet contemporary feel to our Brand. It’s importantthat PANTONE 289 is prominent when utilizing colors from the secondary color palette.

PANTONE 289

#002144

0, 33, 68

100, 64, 0, 60

PANTONE 429

#a5acb0

165, 172, 176

1, 0, 0, 32

PANTONE 1795

#d3222a

211, 34, 42

0, 94, 100, 0

PANTONE 158

#002144

234, 113, 37

0, 61, 97, 0

PANTONE 381

#c9dd0a

201, 221, 10

20, 0, 91, 0

PANTONE 279

#4891dc

72, 145, 220

68, 34, 0, 0

PANTONE 7421

#61162d

97, 22, 45

0, 100, 30, 61

PANTONE 202

#872434

135, 36, 52

0, 100, 61, 43

PANTONE 117

#c99900

201, 153, 0

0, 18, 100, 15

TYPOGRAPHY

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TYPOGRAPHY

SECONDARY TYPEFACE

Adelle Thin

Adelle Light

Adelle Regular

Adelle SemiBold

DEFAULT TYPEFACE

Helvetica LightHelvetica Light ObliqueHelvetica RegularHelvetica ObliqueHelvetica BoldHelvetica Bold Oblique

Typography plays a big role in establishing the MBU identity. There are two primary MBU typefaces. Avenir has been chosen for its clean and modern aesthetic. Adelle serves as a modern slab serif that compliments the contemporary nature of Avenir.

Serving as the official MBU web-safe font, Helvetica is a classic typeface that maintains modern qualities. Use wherever font compatibility is in question or fonts can not be embedded.Use for email body copy. May use in various weight.

PRIMARY TYPEFACE

Avenir 35 Light

Avenir 35 Light Oblique

Avenir 45 Book

Avenir 45 Book Oblique

Avenir 55 Roman

Avenir 55 Oblique

Avenir 65 Medium

Avenir 65 Medium Oblique

Avenir 85 Heavy

Avenir 85 Heavy Oblique

Avenir 95 Black

Avenir 95 Black Oblique

IMAGERY

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IMAGERY

At MBU, our students are prepared to shine and stand out from the crowd. Capturing the “light” that already shines within each student, to be his or her very best is key.

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IMAGERY

• Confident subjects are comfortable in their own skin and in their drive to excel in their chosen path, and that is our goal.

• A magnetic, positive, and charismatic quality should shine through both in photography and the subjects’ general demeanor.

• The camera style should feel confident, straightforward and approachable, as if you’re being invited into a discussion.

• The depiction of groups should be small in size and reflect their progressive, culturally diverse and familiar interactions that occur effortlessly in and around campus.

• Photographs of the architectural elements on campus should focus on modern facilities where progress is at the forefront and entrepreneurial spirit is encouraged.

Look for visual cues that express a refreshing approach to the collegiate experience. Overall, the composition and style of the images should create an empowering, contemporary and vibrant tone.

COMMUNICATIONS

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COMMUNICATIONS

As you move forward building out supporting pieces and design materials, these are the elements that drive every concept. The design should incorporate several of these and never go against any of them.

SIMPLY BOLDEmpowering and inspiring communication is at the heart of the MBU brand. The spirit of this brand is strong without being “in your face” or trendy. It is engaging and confident, giving it needed personality. Prioritization of visuals and message allow this to happen. Composition and organization play key roles in all design work.

MESSAGE-CENTEREDThe new MBU tagline reflects the university’s commitment to providing its students success in all areas of life. Along with the logo, it serves as the public face and lasting impression for those who interact with MBU. Similarly, messaging should always play a primary role in communication.

VISUALLY RICHThough simple and clean, the design aesthetic of the MBU brand is visually rich. This is accomplished through the harmonious use of our primary and secondarycolor palletes, the substantial use of white space, contrast of font sizes and use of photography that creates an empowering, contemporary and vibrant tone.

SHINE ONTrue to the MBU tagline, the goal of the brand is to capture the “light” that already shines within each student. All pieces should promote a progressive, yet contemporary feel. While maintenance and subtle adaptations will be necessary over time, adding visuals such as flourishes, paint-splatter effects, or other unnecessary extras will confuse the brand and reduce any hope for a consistent and lasting impression.

WEBSITE

F.P.O.

MOBILE

COLLATERAL

Summer 2013

Let’s be honest, fulfilling the purpose of this Christ-centered University is no easy feat. It involves the delicate cultivation—both spiritually and academically—of the lives of students, so when they leave here they are prepared to be successful, confident servant leaders in our society.

It’s a hefty responsibility, but when we see the

University’s purpose fulfilled — and we do often — it can

be likened to a dramatic light that has been lit.

It’s a light that shines from within our students. One

that burns with passion, conviction and endurance. It’s a

light that shines on — no matter the circumstance.

Over the past few months, the University has

embraced a campus-wide initiative called “Shine On.”

It’s an idea you’ll see more and more in the coming

months, as illustrated in this edition of the MBU

Magazine. “Shine On” communicates MBU’s focus on

equipping students for a greater purpose beyond their

educational experience.

It’s a light that was seen in Ashley Hopkins of

Florissant, Mo., on a chilly Sunday afternoon in April.

Inside the Pillsbury Chapel and Dale Williams Fine Arts

Center, the fine arts major, a self-described “loner

in high school,” sang her heart out with a poise well

beyond her years at a concert presentation called

“Spirituals, Broadway and Jazz.”

It’s a light that was seen in graduating senior Kristin

Terry when she interned at the country’s No. 1 cancer

treatment center. The biochemistry major was one of

19 students chosen out of hundreds for the internship

with the Department of Clinical Cancer Prevention at the

University of Texas. Terry is set to start medical school in

the fall at Southern Illinois University.

It’s a light that was seen in Nemanja Pandzic as he

walked across the commencement stage in late April to

receive his bachelor’s degree in business management.

He’s the first person in his family to receive a college

degree. Pandzic, who is from the small town of Kula,

Serbia, proved to be a standout goalkeeper for Spartan

soccer. His successes haven’t been limited to his play

on the field, though. He quickly emerged as a leader in

the Business Division’s Students In Free Enterprise (SIFE)

organization. All the while, he maintained a 3.75 GPA.

Pandzic is set to start his MBA right here at MBU in the

fall.

As demonstrated by these three — and countless

others — MBU is committed to instilling confidence

and an entrepreneurial drive in each student so they

can excel on their chosen path. “Shine On” reflects this

commitment and raises the bar for prospective and

current students to achieve all that they can and to feel

empowered as they do so.

Missouri Baptist University is a special place. A special

place, indeed. It is a place where students shine on.

Bryce Chapmanchapmanb@mobap.edu

www.mobap.edu

Edit

or

MBU

departments

articles

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28.

MBU EXECUTIVE OFFICERS

PRESIDENT Dr. R. Alton Lacey

PROVOST & SENIOR VP FOR ACADEMIC AFFAIRS

Dr. Arlen Dykstra

SENIOR VP FOR INSTITUTIONAL ADVANCEMENT Keith Ross ‘87

SENIOR VP FOR BUSINESS AFFAIRS Ken Revenaugh

SENIOR VP FOR STUDENT DEVELOPMENT Dr. Andy Chambers

EDITORBryce Chapman

GRAPHIC DESIGNERS Ryan Stanley, Jenny Gravatt

PHOTOGRAPHYJenny Gravatt, Lisa Hessel ‘04, Gerry Love

CONTRIBUTORS

Coral Christopher, Jill Hanna, Dr. R. Alton Lacey, Kate Kromann, Linda Myers,

Keith Ross ‘87

MBU Magazine is published by the University

Communications Office of Missouri Baptist

University, One College Park Drive, Saint Louis,

MO 63141-8698. Copyright 2010. All rights

reserved. Issues are published in spring and

fall. Send change of address notification at

least a month before effective date, including

both old and new addresses. Postmaster send

address changes to MBU Magazine, Missouri

Baptist University, One College Park Drive, Saint

Louis, MO 63141-8698. Articles and letters to

the editor are welcome. E-mail submissions

to editor@mobap.edu. All submissions are

subject to editing and will not be returned. Free

subscriptions are provided to University alumni,

donors and friends. Contact 314.392.2304 or

editor@mobap.edu for details.

New

s

4-5

6-13

14-2

3

32-3

5

The

Pre

side

nt

Alu

mn

i

In this edition, MBU’s

president provides an

insider’s perspective

of the camaraderie

that comes with

participating in fine

arts at MBU.

As enrollment

continues to reach new

heights, the University

introduces new

avenues for students,

faculty and staff to

shine.

MBU alumni continue

a tradition of

excellence by shining

on in their careers

and communities.

MAGAZINEMBU

We are serious and intentional

about our Christian faith. We will

freely and responsibly search for

truth. We strive for excellence.

We believe in the importance

and cultivation of character. We

believe in social change through

service and leadership.2 | MBU Magazine MBU Magazine | 3

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COMMUNICATIONS

spring2011spring2011

MAGAZINEMBU Summer 2013

After a head-on car collision nearly took Emily Rice’s life, doctors told the experienced dancer she’d likely never perform again. Six months later, she was not only acting in the University’s adaptation of “A Midsummer Night’s Dream,” she was dancing.

A PUBLICATION OF MISSOURI BAPTIST UNIVERSIT Y

www.mobap.edu

GAME CHANGER

MBU MAGAZINE

TRI-FOLD BROCHURES

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COMMUNICATIONS

VISUAL IDENTITY/LETTERHEADFormat Size

8.5 in. x 11in.

Body Text

• 9 pt. Adelle-Regular

• 14 pt. leading

• Left JustifiedBUSINESS CARD

ENVELOPE

LETTERHEAD

.75 inch .75 inch

1.75

inch

8.25

inch

1 inc

h

.7 inch

Main 314.434.1115 877.434.1115

Web mobap.edu Fax 314.392.2301

One College Park DriveSaint Louis, MO 63141

OFFICE FOR INSTITUTIONAL ADVANCEMENT

Keith RossVice President for Institutional AdvancementMissouri Baptist UniversityOne College Park DriveSaint Louis, MO 63141

We are excited you are considering MBU! If you’re looking for a dynamic college experience from one of the most affordable Christian universities in the Midwest, then look no further. MBU’s independent, Christian stature means small classes, high standards, a moral fabric and academic excellence. Our belief that all students deserve the value of a faith-based education means you can afford MBU. For more information, call our Undergraduate Admissions Team ator e-mail admissions@mobap.edu. We are excited you are considering MBU! If you’re looking for a dynamic college experience from one of the most affordable Christian universities in the Midwest, then look no further. MBU’s independent, Christian stature means small classes, high standards, a moral fabric and academic excellence. Our belief that all students deserve the value of a faith-based education means you can afford MBU. For more information, call our Undergraduate Admissions Team at or e-mail admissions@mobap.edu.

Christian stature means small classes, high standards, a moral fabric and academic excellence. Our belief that all students deserve the value of a faith-based education means you can afford MBU. For more information, call our Undergraduate Admissions Team at (877) 434-1115 or e-mail admissions@mobap.edu. We are excited you are considering MBU! If you’re looking for a dynamic college experience from one of the most affordable Christian universities in the Midwest, then look no further. MBU’s independent, Christian stature means small classes, high standards, a moral fabric and academic excellence. Our belief that all students deserve the value of a faith-based education means you can afford MBU. For more information, call our Undergraduate Admissions Team at or e-mail admissions@mobap.edu. We are excited you are considering MBU! If you’re looking for a dynamic college experience from one of the most affordable Christian universities in the Midwest, then look no further. MBU’s independent, Christian stature means small classes, high standards, a moral fabric and academic excellence. Our belief that all students deserve the value of a faith-based education means you can afford MBU.

For more information, call our Undergraduate Admissions Team at or e-mail admissions@mobap.edu. We are excited you are considering MBU! If you’re looking for a dynamic college experience from one of the most affordable Christian universities in the Midwest, then look no further. MBU’s independent, Christian stature means small classes, high standards, a moral fabric and academic excellence. Our belief that all students deserve the value of a faith-based education means you can afford MBU. For more information, call our Undergraduate Admissions Team. MBU! If you’re looking for a dynamic college experience from one of the most affordable Christian universities in the Midwest, then look no further. MBU’s independent, Christian stature means small classes, high standards, a moral fabric and academic excellence.

MBU! If you’re looking for a dynamic college experience from one of the most affordable Christian universities in the Midwest, then look no further. MBU’s independent, Christian stature means small classes, high standards, a moral fabric and academic excellence. MBU’s independent, Christian stature means small classes, high standards, a moral fabric and academic excellence. MBU’s independent, Christian stature means small classes, high standards, a moral fabric and academic excellence. We are excited you are considering MBU! If you’re looking for a dynamic college experience from one of the most affordable Christian universities in the Midwest region.

Sincerely,Keith Ross

One College Park DriveSaint Louis, MO 63141

OFFICE FOR INSTITUTIONAL ADVANCEMENT