g u i d eb r a n d

3

w h a t i s a b r a n d ? 4

t h e r o l l i n s V a l u e P r o P o s t i o n 5

r o l l i n s b r a n d a r C h i t e C t u r e 5

i n s t i t u t i o n a l P r o o f P o i n t s a n d k e y m e s s a g e s 6 - 7

g u i d e l i n e s a n d t o o l s

l o g o 8 - 1 1

C o l o r P a l e t t e 1 2

t y P e s t y l e s 1 3 - 1 5

a d V e r t i s i n g g u i d e l i n e s 1 6 - 1 7

P o s t C a r d s a n d d i r e C t m a i l i n g 1 8 - 1 9

w e b s i t e s 2 0

V i d e o 2 1

s o C i a l m e d i a 2 1

P h o t o g r a P h y 2 2

P o w e r P o i n t P r e s e n t a t i o n s 2 3

l e t t e r h e a d 2 4

b u s i n e s s C a r d s , m a i l i n g l a b e l s a n d e n V e l o P e s 2 5

e m a i l s i g n a t u r e s 2 6

T a b l e o f

C o n T e n T S

4

a strong public image relies heavily on high-quality, professionally

produced communications. every year, rollins produces hundreds

of brochures, catalogs, newsletters, webpages, and other

communication materials, each of which serves as an important

ambassador of the College. rollins’ graphic identity program is

designed to bring continuity to these communications so they

appear to be part of the same brand or “family.” standard use

of such design elements as color, type, and logo will give rollins

a stronger, more unified image with the level of professionalism

expected of a highly rated educational institution.

a Powerful brand is Consistent

in how it Presents itself to

the world. this brand guide

is muCh more than a set of

rules. it Presents graPhiC

standards and messages that

will helP you design and write

CommuniCations that rePresent

rollins at its best.

w h a T i S a

b r a n d ?

*Please direct questions related to Rollins’ brand guidelines to marketingcommunications@rollins.edu.

5

eVery asPeCt of a rollins eduCation helPs you make greater

ConneCtions to PeoPle, ideas and Community whiCh better

PrePare you for life as a global Citizen and resPonsible leader.

T h e r o l l i n S

V a l U e P r o P o S i T i o n

a r C h i T e C T U r eb r a n d

the rollins brand architecture is reflected in both what we choose to communicate and how we communicate. our

voice is informative, direct, and personal as befits our community. our actions and our writing should prove “greater

connections” rather than simply claim “greater connections.”

BRAND PROMISE

BRAND ATTRIBUTES

BRAND CHARACTER

MISSIONSTATEMENT

to connect you to people

and places that will open

your worldengaged

academic quality

Personal attention from faculty and

staff who are dedicated to your

learning

graduates say their degree have expanded their

career advancement

responsible leadership

Personal

Caring

authentic

rollins College educates

students for global citizenship and responsible

leadership, empowering

graduates to pursue

meaningful lives and productive

careers. our guiding principles

are excellence, innovation, and

community.

6

i n S T i T U T i o n a l V a l U e S

a n d k e y m e S S a g e S

we transform students through interactions that

are personal, direct, one-to-one, engaged.

extraordinary faculty, small classes, individual attention,

and hands-on collaborative research with faculty are all

key to the rollins experience.

we shape learning as a dynamic journey…creating

the right connections to the right people, the right

ideas, at the right time, in the right place.

a rollins education encourages exploration. we make

sure our students gain the skills and experience they

need to develop their interests and pursue

successful careers.

a rollins education focuses on the individual, the

community, and the world to help our students

become global citizens and responsible leaders.

rollins provides students with intellectual opportunities

outside the traditional walls of the classroom through

engaged learning, academic internships, international

experiences, and collaborative research.

these key messages

suPPort the rollins

brand Promise.

indiVidual stories about

students, faCulty,

aCademiC Programs, and

Community inVolVement

will bring these Points

to life. these are the

Points we want to

emPhasize in all our

brand CommuniCations.

7

i n S T i T U T i o n a l V a l U e S

a n d k e y m e S S a g e S

we have a long track record of progressive

education and practical innovation, connecting

best practices and new ideas.

Current programs include faculty travel program, study

abroad innovations such as environmental studies,

freshman program, mba teams working on projects for

community businesses, etc.

we have a strong track record in the beyond

the campus.

specific examples include: fulbright awards, prestigious

scholarship winners, our external reputation and ratings,

faculty achievements, alumni success, and the

rollins network.

The rollins alumni network stays connected.

rollins graduates continue to make greater connections

long after graduation. employers recognize the value

of a rollins degree and our alums mentor younger

graduates and current students. rollins graduates give

back--as leaders within their own communities and as

supporters of the College.

8

logo

standard blue logo

standard 1-Color logo

reVersed 1-Color logo

reVersed 2-Color logo

the logo is the foundation of rollins’ visual

identity. the only acceptable logo versions are

pictured on this page. the logo may not be

reconstructed or altered in any way.

the registered logo is the preferred version

and should be used whenever possible. it

cannot be combined with any other elements.

to ensure its integrity and visibility, the rollins

logo should be kept clear of competing

text, images, and other marks. it must be

surrounded on all sides by an adequate clear

space—a space equal in size to the cap height

of the logotype (the capital ”r” in rollins).

C o r r e C T l o g o S

preferred version

horizontal standard

2-Color logo

horizontal 1-Color logo horizontal reVersed

1-Color logo

9

i n C o r r e C T l o g o S

no registration mark

wrong Color

wrong font treatment—do not Create

your own logo

neVer distort, stretCh, or exPand the

logo

do not tilt the logo in any direCtion

the use of the rollins seal is limited to formal, College-sanctioned

documentation, such as diplomas and commencement materials. it should not

be used for marketing purposes or other printed materials in lieu of the rollins

logo and is not available for download.

rollinS Seal

10

l o g o SS C h o o l

guidelines for logo requests and design:

all departments must consult with marketing & Communications regarding logo use for College programs and

student organizations within their purview. managers overseeing leaders of student organizations should educate

students to the rollins brand and familiarize them with the rollins brand guide at the beginning of each academic

year.

*Please contact marketingcommunications@rollins.edu with all logo related questions and requests.

sChool horizontal with registered logo

sChool VertiCal

11

the annie russell theatre, Cornell fine arts museum, music at rollins, winter with the writers, and related

academic programs have a unique visual signature that strengthens the College’s arts identity.

association with rollins is important for the four arts areas, for geographic as well as for strategic reasons

for the College. it also helps us build a regional identity and image for the arts community in Central florida,

anchored by a strong academic component.

a r T S aT r o l l i n S

P r o g r a m

l o g o S

alternatesub-branded horizontal

alternatesub-branded vertical

sub-branded Program logos

the use of too many logos diminishes the collective strength of the College’s identity. any unit that is

supported by the College should use the official rollins logo with registration mark when possible. in some

cases, however, such as in internal communication, it may be appropriate for program areas to feature their

program name as shown below. for additional questions regarding the use of the rollins logo, please contact

marketing & Communictions.

Preferred

12

there are cases where a limited additional color palette may be available to use for non-academic programs. in all

other cases however, it is strongly recommenced that marketing support the primary and secondary color palette.

C o l o rP a l e T T e

Pms metallic 872(recommended that 872 is printed on coated paper)

rollins bluePantone 654 uC: 100 m:89 y:34 k:27r: 0 g:44 b:95hex: # 002c5f

rollins gold Pantone 110 uC:17 m:31 y:100 k:1r:216 g:170 b:0hex: # d8aa00

PRIMARy COlORS SECONDARy COlORS

naturalPantone 4545 uC: 13 m:11 y:32 k:0r: 221 g:213 b:179hex: #ddd5b3

beigePantone 4525 uC: 23 m:21 y:52 k:0r: 200 g:187 b:138hex: # c8bb8a

greenPantone 5763 uC: 56 m:39 y:82 k:19r: 110 g:118 b:70hex: #6e7646

brownPantone 476 uC: 48 m:69 y:74 k:57r: 78 g:50 b:39hex: #4e3227

bluePantone 295 uC: 100 m:88 y:35 k:27r: 0 g:46 b:95hex: #002e5f

note that colors as they appear

here are an approximation of the

actual colors. see Pantone® color

chips for the actual spot color

and a 4-color process equivalent.

13

the correct use of fonts can influence the tone and

appearance of all materials. rollins has chosen the font family

gotham to portray the image of the College. gotham should

be the primary font used for headlines, body copy, and

captions.

Gotham Thin

G o T h a m T h i n

Gotham Light

G o t h a m L i G h t

gotham book

g o t h a m b o o k

gotham medium

g o T h a m m e d i U m

Gotham Bold

G O T H A M B O l D

Gotham Black

G o t h a m B L a C K

T y P e S T y l e S

h e a d l i n e S

Body copy should be set in Gotham Book with little or no kerning.

Photo captions should be set in Gotham Book Italic.

body copy. body copy. body copy. body copy. body copy. body copy. body copy. body copy. body copy. body copy. body copy. body copy. body copy. body copy. body copy.

photo captions. photo captions. photo captions. photo captions.

P r i m a r y

*Rollins staff can acquire the Gotham font by contacting marketingcommunications@rollins.edu. Outside designers and vendors can purchase the font through www.typography.com.

14

T y P e S T y l e Sw e b

Arial BoldA R I A L B O L D

Arial RegularA R I A L R E G U L A R

Arial ItalicA R I A L I t A L I c

HeadlinesWhen possible, headlines should be set in Arial Bold.

Body copy should be set in Arial Regular.

Photo captions should be set in Arial Italic.

body copy. body copy. body copy. body copy. body copy. body copy. body copy. body copy. body copy. body copy. body copy. body copy. body copy. body copy. body copy.

photo captions. photo captions. photo captions. photo captions.

the correct use of fonts

can influence the tone and

appearance of all materials.

rollins has chosen the font

family arial to portray the image

of the College for web purposes.

arial should be the primary font

used for headlines, body copy,

and captions.

15

T y P e S T y l e S

Times New Roman RegularTimes New RomaN RegulaR

Times New Roman BoldTimes New RomaN Bold

Times New Roman ItalicTImes New RomaN ITalIc

Palatino RegularPALATINO REGULAR

Palatino BoldPalatino Bold

Palatino ItalicPalatIno ItalIc

w e b

S e C o n d a r y

f o n T

P r i n T

S e C o n d a r y

f o n T

S e C o n d a r y

16

a d V e r T i S i n gg u i d e l i n e s

rollins’ primary advertising objectives are to build awareness and/or to generate leads for rollins’ program

offerings. marketing & Communications collaborates with rollins departments seeking to purchase

advertising and works to ensure target-audience reach through the optimum publication or vehicle at the

best purchase price and with the most effective message. ad placement within the advertising vehicle

can also be negotiated through rollins’ centralized advertising buying-process managed by marketing &

Communications.

headlines and messaging should work to support the College’s marketing objectives. below are key

advertising headlines and themes that were found to be the best performing by prospects and students:

• Connect to People and ideas that open your world

• the rollins network stays Connected

• a rollins resume gets read

• be better Prepared for life

• Professors Choose rollins because they love to teach

all rollins disPlay and broadCast adVertising must be aPProVed by

strategiC marketing before it is sCheduled to run in media outlets.

17

basiC ad temPlate (8” x 10”)not to scale

the class that inspires you, the idea

you can’t stop thinking about, the field

study that makes everything real. at

rollins, your education will be filled with

moments that expand your world and

sharpen your focus. your classes will be

small and you’ll be part of a community

that explores, lives and learns together

on campus and around the world. and

you’ll connect to the intellectual, social

and creative talents that will make you a

success in life.

Call 407-646-2426 to learn more or visit rollins.edu.

solid bluePms 654

headlineusually a strong

call to action.gotham font

Pms 654

Compelling Photographic

image

Copygotham book

left align

rollins.edu

greater Connections

identity

key elements to be Consistently used aCross external

marketing and CommuniCation

urlCan be direct to program

website or microsite

rollins registered logo

ConneCT To PeoPle and ideaS ThaT oPen yoUr world

Call to action

18

The rollinS neTwork STayS ConneCTed

ConneCT To PeoPle and ideaS ThaT oPen yoUr world

P o S T C a r d S a n d d i r e C T m a r k e T i n g

basiC PostCard temPlate (6” x 4”)

registration information

19

*design specs vary with each postcard size and must adhere to u.s. Postal service guidelines. for more information please contact usPs or the rollins Post office for questions regarding size, format, and design regulations.

rollins College1000 holt avenuewinter Park, fl 32789

non-Profitorganizationu.s. Postage

Paidrollins College

at rollins, you’ll be part of a community

that lives, learns, and explores together

on campus and around the world. with

small classes, an extraordinary faculty,

international programs, and opportunities

to be involved with internships and

student organizations, the connections

you make at rollins will make you a

success in life.

a rollinS reSUme geTS read

key elements to be Consistently used aCross external

marketing and CommuniCation

solid bluePms654

headlinegotham font

Photographic image

Copygotham book

left align

greater Connections

identity

registration information

rollins registered logo

JOIN US FOR AN INFORMATION SESSION

wednesday, february 9, 6:00 p.m.bieberbach/reed Conference room Cornell Campus Center

register today at rollins.edu/site or 407-646-2000

Call to action

20

w e b S i T e Sguidelines:

a college or university’s website is often the first

point of contact made with an individual who

wants to learn more about its offerings. thus, it is

imperative that the rollins website and all of its

component pages are maintained in such a way

that they properly reflect the College’s image to its

various stakeholders.

official College websites (including departments,

programs, units, etc.) represent the College and are

intended for the official business functions of the

College.

while rollins has many different divisions,

departments and organizational units, to the outside

world, we are all part of the rollins family. as users

navigate across the rollins website, they should be

able to find what they need quickly, without having

to re-learn where navigational aids are positioned

for each site area they visit. keeping a consistent

look and feel across the College makes finding

information much easier for visitors. delivering

information users want is a primary goal of the

rollins website. this is why all official College

webpages must be prepared using approved web

templates and designs as provided by the marketing

& Communications web team, in compliance with

the College’s policies and publishing guidelines.

webpage authors and editors are responsible for

preparing and maintaining the content of their

pages. it is the author’s responsibility to ensure that

all webpage content is accurate, current, useful,

professional, and consistent with the rollins mission.

all webpages must comply with the College’s

policies and any federal, state, and local laws that

apply.

site examples

Project and marketing managers for the College’s

areas, units, and student organizations are responsible

for ensuring that all webpages in their areas adhere to

rollins’ marketing communications guidelines found at

http://r-net.rollins.edu/marketing-communications/.

templates may include a graphical header, background,

navigation, font style, color, or size. no alterations of

the graphical representations of the College’s logo

are permitted. marketing & Communications will

provide final review and approval of new or redesigned

webpages prior to launch.

each home page of an official College website should

be registered with the marketing & Communications

web team, who will include it as a link from the main

rollins website and in the College web search.

21

You may also find additional information about video projects on the Marketing & Communications website, http://r-net.rollins.edu/marketing-communications/Video_Services.html.

V i d e oVideo provides an opportunity to share

positive stories and proliferate the rollins

brand message to a broad market. the

creative needs of each video project are

unique and must be assessed on a case-by-

case basis. marketing & Communications

can evaluate and help you assess the most

effective and efficient means to accomplish

your marketing objectives through video.

Please contact the director of interactive

marketing for the latest branding guidelines

for rollins videos, (407) 646-1548.

S o C i a lm e d i a

social media icons should reflect the identity of the individual organization, while tying back to the rollins

brand. all sites should direct users back to rollins.edu as a primary means for increasing traffic on the

College’s website.

when linking to social media sites, please use the officially designed icons below:

*Please visit http://r-net.rollins.edu/marketing-communications/social-media.html to view the Rollins Social Media Policy & Guidelines and Best Practices, where you can find tips on optimizing your Rollins social media pages.

these icons can be downloaded at http://r-net.rollins.edu/marketing-communications/toolkit.html

22

P h o T o g r a P h yimages for rollins communications have the potential to engage and involve the audience, almost before

they are aware of that engagement. so how can this powerful tool, photography, effectively communicate

the idea of greater connections?

overall, photos that capture real, candid moments will work more effectively than photos with subjects

who seem to be aware of the camera—for example, smiling intentionally. (it’s usually not a good idea to

ask non-actors to act. better to show them involved in an activity.)

for connections with community, look for the same

dynamic, in a wider setting.

for connections with people, show students and

teachers, or students and students, in genuine

moments of communicating/connecting.

for connections with ideas, show

moments of thoughtfulness,

engagement with an intellectual task.

an example is a “portrait” of someone

even looking (ostensibly) at the camera,

but in reality, at something internal,

something they are thinking about.

when possible, it’s best to be in the “reportage” mode, rather than staging events for photography.

Capturing “greater connections” is a matter of making the intangible tangible, and that is difficult

to simulate.

23

P o w e r P o i n TT e m P l a T e S

PowerPoint templates

*Rollins staff can acquire the PowerPoint templates at http://r-net.rollins.edu/marketing-communications/powerpoint.html. Please use Gotham or Arial font for text.

24

size: 8.5’’ x 11”

Suggested letter margins:

top: 1”

left: 1”

right: 1’’

bottom: 1”

Suggested font: helvetica neue

Suggested alignment: justified

Paper stock:

neenah environment color: moonrock

Note: letterhead and envelopes are available in 3-color format as displayed here or in 1-color format in Pms 654 blue.

all stationery ComPonents must be

ordered through Print serViCes and

must adhere to the identity guidelines.

letterhead is aVailable in digital

format for eleCtroniC distribution.

l e T T e r h e a d

25

b U S i n e S S C a r d S , m a i l i n g l a b e l S ,

e n V e l o P e S

Name of person title of person

Rollins College . 1000 Holt Avenue - XXXX . Winter Park, FL 32789email@rollins.edu . T. 407.555.1234 . F. 407.555.1234

rollins.edu

business card

Card information is printed in PMS 654.

mailing label

envelope

Rollins College

Office of Alumni Relations

1000 Holt Avenue - 2711 . Winter Park, FL 32789-4499

Rollins College

Vice President for Institutional Advancement

1000 Holt Avenue - 2754 . Winter Park, FL 32789-4499

*All letterhead, business card, mailing labels and envelope requests should be submitted to Print Services at rollinsdsf/dsf. Please call Print Services on 407.646.1513 if you have any questions.

26

email correspondence is the electronic version of the College’s stationery system. email signatures should

contain the following information: name, professional title, department name, rollins College, campus address,

phone number, fax number, email, and web address (rollins.edu). email signatures should not include links to

non-College-sponsored websites. recommended background color is white for readability and to project a

professional image. arial, 10 pt., is the recommended typeface.

download the email signature logo at http://r-net.rollins.edu/marketing-communications/email-template.html

Jane Doe(Title)(Department Name)

Rollins College1000 Holt Avenue - Box 0000Winter Park, FL 32789Office: 407.646.12000email@rollins.edu A ROLLINS EDUCATION. GREATER CONNECTIONS.

e m a i l S i g n a T U r e S

27

rollins College . office of marketing & Communications1000 holt avenue - 2785 . winter Park, fl 32789-4499

rollins.edu

Version: 11/17/2011