SPSCC BRAND GUIDELINES

1. Our Brand Defined

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1.1 What is a brand’s personality?

A brand is more than a logo and a tagline. A brand is meant for all audiences and communicates to all audiences what is unique to SPSCC.

SPSCC holds an undeniable reputation for quality in the community.

All stakeholders gravitated toward emotional, future-focused, and family- or community-based concepts that show all the ways SPSCC enhances their lives.

SPSCC has community trust and is a proven engine for opportunity and change.

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1.2 Top brand concepts

A Community Partner and a Hub for Community Events – Enhancing the community.

Providing Opportunities and Pathways to Advancement – Improving the lives of those they touch.

Offering In-Demand Programs & A Resource for Business – Supporting the personal and economic growth of the region

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1.3 Cranking it up…

We are the stewards of our brand.

We must be its champion. We do this not only through our marketing, but also by our actions.

The college has profound community impact. It takes the great things in people and places of the region and makes them even better.

Great communities, full of great families, fueled by great businesses, in an undeniably great region known for its innovation and progressive spirit.

SPSCC is at the center of all of these things, both a proud catalyst and a humble beneficiary of the people and places that make up the community that is the South Puget Sound region.

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1.4 Words to describe our brand

Bold: We are proud, loud, and confident about what we do and how we enhance our community. We are a proven engine for opportunity and change, and improve the lives of everyone we touch while supporting the economic growth of the region.

Authentic: We are who we say we are. We are true to our word. And we share real stories about real students, faculty, and staff. We maintain the trust of our community through transparency and the demonstrated outcomes of our students based on our highest priorities: student achievement, equity, and learning and engagement.

Empowering: We amplify the creativity, spirit, excellence, and drive that are already within our students. We are the mentors, cheerleaders, structure, and support services that boost our students’ self-determination to grow into real success.

2. Written Communications

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2.1 Voice & Tone

Similar to the words that describe our brand, all written and verbal communications should be authentic, bold, and empowering:

1. Personal & Authentic Communicate directly to the audience (use “you” and “your”). Use a name and other personalized information (be aware of FERPA restrictions). Use words that match their reading level (generally 9th grade reading level) and use contractions where appropriate. This kind of real and down-to-earth communication will make us approachable, will build trust, and keeps us authentic.

2. Bold & Upbeat Use power brand words to make communications bold and confident while keeping the right amount edginess. Sample power brand words include: Amp, Beat, Boost, Echo, Intensity, Loud/Louder, Noise, Reverb, Sound, and Volume.

3. Dynamic & Empowering Keep communications simple, positive, and to-the-point. Consider when other content types (like photo, video, or graphics) may be more effective than written content. Use stories to focus on goals and achievements of students. Include a call-to-action so the audience knows what to do next.

Try to avoid: - Inward-focused phrases, like “we offer students” or

“we believe that”.

- Words that create hurdles, like “all students must first” or “to be eligible, students are required to”.

- Words that may be hard for non-native English speakers. Use everyday language.

- Any communication longer than 100 words.

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2.2 Sample Ad Copy

Headlines The opening headline tells the story of the copy or ad.

Body CopyThe two-word brand statement supports the opening headline and always uses either “Success” or “Amplified”.

Sample headlines & brand statementsServices & Spaces

- Services that support your drive for excellence. Amplified Support.

- Fantastic facilities. Positive people. Amplified Spaces.

Faculty:

- Teachers who take you to the next level. Education Amplified. (any)

- Learn louder with independent, industry-experienced faculty. Amplified Instruction. (prof tech)

CCE & Community:

- Training the workforce our community needs. The Sound Amplified.

- Proud to support our outstanding and outspoken community. Puget Sound Amplified.

- Bringing the Sound to bold new levels. Amplified Community.

Pathways:

- Pick your path to your goals... we have your back. Ambitions Amplified.

- Take classes on your career path... we’ll help you graduate faster. Ambitions Amplified.

3. Logo Use

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3.1 The Logo

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3.2 Logo Family

OFFICIAL UNIVERSAL LOGO ACRONYM LOGO

HORIZONTAL LOGO ACRONYM LOGO (FOR SOCIAL MEDIA)

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3.2 Logo Family

OFFICIAL UNIVERSAL LOGO WITH TAGLINE

HORIZONTAL LOGO WITH TAGLINE

ACRONYM LOGO WITH TAGLINE

(FOR SOCIAL MEDIA)

ACRONYM LOGO WITH TAGLINE - HORIZONTAL

ACRONYM LOGO WITH TAGLINE - VERTICAL

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3.2 Logo Family

FOUNDATION LOGO: HORIZONTAL

FOUNDATION LOGO: ACRONYM / VERTICAL

FOUNDATION

FOUNDATION

FOUNDATION LOGO WITH TAGLINE: HORIZONTAL

FOUNDATION LOGO WITH TAGLINE: ACRONYM / VERTICAL

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This logo is to be used when it will be seen by external audiences.

Clear Space

To keep the integrity of the logo, maintain a clear space around the mark that is equal to or greater than the cap height of the letters

Using the Elements Separately

Only in special cases should the logo mark be separated from the typography

Minimum Size

To maintain legibility of the mark, minimum size should be 1 inch wide (25 mm).

3.3 Proper Use - Main Logo

SOLID VERSION

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This logo is to be used when it will be seen by internal audiences such as students and staff.

Clear Space

To keep the integrity of the logo, maintain a clear space around the mark that is equal to or greater than the cap height of the letters

Minimum Size

To maintain legibility of the mark, minimum size should be 1 inch wide (25 mm).

3.4 Proper Use - SPSCC Acronym Logo

SOLID VERSION

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This logo is to be used when it will be seen in correspondence with the Foundation.

Clear Space

To keep the integrity of the logo, maintain a clear space around the mark that is equal to or greater than the cap height of the letters

Minimum Size

To maintain legibility of the mark, minimum size should be 1 inch wide (25 mm).

3.5 Proper Use - Foundation Logo

SOLID VERSION

FOUNDATION

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3.7 Improper Use

CONDENSED

EMBELLISHED

STRETCHED

TILTED

CHANGING COLORS

CHANGED FONT

POOR CONTRAST

DISTRACTING BACKGROUND

Do not use the logo in the following ways:

South Puget SoundCOMMUNITY COLLEGE

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3.8 Logo Applications

Color Logo

For white or very light colored backgrounds use the positive color logo. Make sure the background does not compete with the lighter colors of the logo.

Negative Color Logo

In times when the background is too dark to use the positive color logo use the negative color logo.

Black and White

A black and white version may be used on black and white or one color materials.

* Logo applications can be applied to all variations in the family of logos.

POSITIVE COLOR LOGO NEGATIVE COLOR LOGO

POSITIVE GRADIENT LOGO NEGATIVE GRADIENT LOGO

POSITIVE BLACK AND WHITE LOGO NEGATIVE BLACK AND WHITE LOGO

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3.9 Brand Color Pallet

Pantone 293 C Pantone 285 C Pantone 425 C

Pantone 347 C Pantone 361 C Pantone 7597 C

Pantone 151 C Pantone 137 C

OCEAN SKY SLATE

FOREST GRASS SALSA

TANGERINE MARIGOLD

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Color communicates. It serves as shorthand for interpreting personality.

The updated South Puget Sound Community College color palette gives the brand a new freshness. The blue is balanced by a the warm grey to ground it.

Recommended use: Colors to be used for logos as well as the main identity in any brand extension.

The following formulas should be used for color builds.

3.10 Logo Colors

Pantone 285 C

Pantone 293 C

Pantone 425 C

PRIMARY COLOR

PANTONE: 293CMYK: 100/56/0/27RGB: 0/81/186HTML: #0051BA

PANTONE: 285CMYK: 70/40/0/23RGB: 58/117/196HTML: #3A75C4

PANTONE: 425CMYK: 0/0/5/62RGB: 96/96/91HTML: #60605B

SECONDARY COLORS

OCEAN

SKY

SLATE

OCEAN SKY SLATE

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Secondary colors add a pop of energy to the brand.

The secondary color palette includes a range of colors to brighten and give the brand energy. Secondary colors should be used carefully with the primary colors to keep the primary colors dominant. The two shades of warm greens are a nod to the beautiful integration of natural elements weaved into campus. The orange with a touch of red references the brick found throughout the SPSCC campus.

Recommended use: Colors to be used as a compliment to the main brand identity in marketing collateral such as brochures, t-shirts, print ads, etc.

The following formulas should be used for color builds.

3.11 Branded Complimentary Color Pallet

PANTONE: 361CMYK: 83/0/67/29RGB: 30/181/58HTML: #1EB53A

PANTONE: 347CMYK: 100/0/39/38RGB: 0/158/96HTML: #009E60

PANTONE: 7597CMYK: 0/69/83/18RGB: 209/65/36HTML: #D64123

PANTONE: 151CMYK: 0/49/100/0RGB: 255/130/0HTML: #FF8200

PANTONE: 137CMYK: 0/36/100/0RGB: 255/163/0HTML: #FFA300

FORESTGRASS

SALSA

TANGERINE MARIGOLD

4. Design Standards

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4.1 Typography – San Serif Headlines

Proxima Nova

Proxima Nova (2005) straddles the gap between typefaces

like Futura and Akzidenz Grotesk. The result is a hybrid

that combines modern proportions with a geometric

appearance.

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZProxima Nova ExtraBold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZProxima Nova Bold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZProxima Nova Semibold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZProxima Nova Regular

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZProxima Nova Light

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZProxima Nova Thin

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4.1 Typography – Serif Headlines

Cambria

Cambria (2004) is a transitional serif typeface

commissioned by Microsoft and distributed with

Windows and Office.

One of the defining features of the typeface is its contrast between heavy vertical serifs and hairlines – which keep the font sturdy, and ensures the design is preserved at small sizes – and its relatively thin horizontals, which ensure the typeface remains crisp when used at larger sizes.

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZCambria Bold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZCambria Bold Italic

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZCambria Regular

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZCambria Italic

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZCambria Math

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4.2 Typography – Body Copy

Arial A contemporary sans serif design, Arial contains more

humanist characteristics than many of its predecessors and

as such is more in tune with the mood of the last decades

of the twentieth century. The overall treatment of curves

is softer and fuller than in most industrial style sans serif

faces. Terminal strokes are cut on the diagonal which helps

to give the face a less mechanical appearance.

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZArial Bold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZArial Bold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZArial Regular

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZArial Regular

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4.2 Typography – Body Copy

Adobe Garamond

Garamond’s letterforms convey a sense of fluidity and

consistency. Some unique characteristics in his letters are

the small bowl of the a and the small eye of the e. Long

extenders and top serifs have a downward slope.

Garamond is considered to be among the most legible

and readable serif typefaces for use in print (offline)

applications. It has also been noted to be one of the most

eco-friendly major fonts when it comes to ink usage

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZAdobe Garamond Bold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZAdobe Garamond Bold Italic

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZAdobe Garamond Semibold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZAdobe Garamond Semibold Italic

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZAdobe Garamond Regular

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZAdobe Garamond Italic

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4.3 Typography – Digital

Proxima Nova

In the last few years, Proxima Nova has become one of the

most popular web fonts, in use on thousands of websites

around the world.

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZProxima Nova ExtraBold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZProxima Nova Bold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZProxima Nova Semibold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZProxima Nova Regular

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZProxima Nova Light

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZProxima Nova Thin

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4.4 Photography and Video

Welcoming: Photos should portray SPSCC as a welcoming, inclusive environment. Visuals should reflect the diversity of our student, faculty, and staff populations, as well as convey the sense that all are welcome and encouraged on our campuses.

Active and engaging: Photos should feel active, convey energy, and show our students, faculty, and staff engaged in the work that moves us all forward. Compositionally, the use of strong lines, edges, and angles will contribute to photos feeling active.

Bold: Photos should use bold contrast and saturation to contribute to a visual pop. Emphasizing peak emotional moments will help create an emotional connection between the viewer and subject.

Photography Video

Videos should convey a welcoming campus environment and focus on authentic storytelling. Videos should feel active and strive to show our students, faculty, and staff in action. Storytelling that relies more heavily on a documentary approach rather than a scripted approach is preferred – we want to amplify the stories of our students and community, not rewrite or script them.

5. Stationery

2011 Mottman Road SW | Olympia, WA 98512

p 360-596-5200spscc.eduspscc.edu

Olympia Campus 2011 Mottman Rd SW

Olympia, WA 98512360-596-5200

Lacey Campus 4220 6th Ave SE

Lacey, WA 98503360-709-2000

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5.1 Letterhead

To be used in print and electronic form.

2011 Mottman Road SW | Olympia, WA 98512

spscc.edu

NameTitle

p 360-596-XXXX f 360-596-XXXXe xxxxxx@spscc.edu

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5.2 Business Cards

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5.3 Envelope #10