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VISUAL IDENTITY GUIDELINES

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Page 1: VISUAL IDENTITY GUIDELINES - The Principia · 2 LOGOS Principia’s visual identity marks are vitally important to our brand. These marks act as a signature, an identifier, and a

VISUAL IDENTITY

GUIDELINES

Page 2: VISUAL IDENTITY GUIDELINES - The Principia · 2 LOGOS Principia’s visual identity marks are vitally important to our brand. These marks act as a signature, an identifier, and a

ONLINE RESOURCES To download logos, PowerPoint files, templates, digital letterhead, and other assets, select Marketing under Offices on PrinWeb.

To initiate a marketing job, fill out a Marketing and Communications Request Form.

TABLE OF CONTENTS 1

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567

89

101112

1314

15161718

INTRODUCTIONUsing the Guidelines

LOGOS The Principia SealPrincipia Dual-Campus Wordmark

SOCIAL MEDIA Social Media OverviewIdentity for Social Media

COLORPrincipia Dual-Campus Colors

TYPOGRAPHYTypography OverviewTypography Hierarchy

PHOTOGRAPHY

Photography Snapshot

IDENTITY MATERIALSPersonal Note CardsLetterhead Business Cards

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USING THE GUIDELINES

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COMMUNICATIONS AND PUBLIC RELATIONS Laurel Walters Marketing and Communications Director [email protected] Ext. 3560

NEW MARKETING PROJECTS Kathy Coyne Associate Marketing Director [email protected] Ext. 3150

DESIGN, PHOTOGRAPHY, AND VIDEO PRODUCTION Ben Schaberg Creative Director [email protected] Ext. 3306

EDITORIAL Trudy Palmer Editorial Director [email protected] Ext. 3157

DIGITAL Jonathan Hosmer Web Director [email protected] Ext. 5130

GENERAL PROJECT AND PROCEDURAL QUESTIONS Kristin Manker Marketing Coordinator [email protected] Ext. 3517

Visual Identity Guide Overview

A core part of an organization’s brand is its visual identity. Our name and logos are important assets that are recognized around the world. This branding guide, along with those for the School and College, is designed to help everyone at Principia present our visual identity in a consistent way across all communica-tions.

Utilizing the visual identity standards provided in this guide will help accomplish three key objectives:

• Enable departments to communicate cohesively and consistently to a diverse range of audiences

• Differentiate Principia in a consistent and effective manner• Reinforce Principia’s brand, which, in turn, will support the

institution’s growth and strategic objectives

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LOGOSPrincipia’s visual identity marks are vitally important to our brand. These marks act as a

signature, an identifier, and a stamp of quality and recognition. They are, and always should be, the most consistent component in our communications. By reviewing and adhering to

these guidelines, you will help support this vital consistency and brand awareness.

Page 5: VISUAL IDENTITY GUIDELINES - The Principia · 2 LOGOS Principia’s visual identity marks are vitally important to our brand. These marks act as a signature, an identifier, and a

THE PRINCIPIA SEALThe Principia seal consists of a sheaf of wheat, the institution’s wordmark, the year Principia was established, and our motto, “As the sowing, the reaping.” The seal is the dual-campus mark of Principia and should be used for all dual-campus communications. It is also used for formal School occasions such as School graduation announcements and other official School documents. The seal can appear only in the colors shown here.

MINIMUM HEIGHTIn some instances, the seal height may be reduced, but it should never be smaller than 0.875 inches, to preserve legibility. If working within a smaller visual space, use the appropriate wordmark in place of the seal.

0.875 INCHES MINIMUM HEIGHT

1.25 INCHES

0.25 inch Exclusion Zone

0.25 inch Exclusion Zone

0.25 inch Exclusion Zone

0.25 inch Exclusion Zone

DEFAULT HEIGHT

BLACK REVERSEPMS 872 PMS 295

3

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PRINCIPIA DUAL-CAMPUS WORDMARKA wordmark is a stylized treatment of an institution’s name. The wordmark uses Principia’s font, a special typeface that cannot be replicated, so the correct artwork must always be used and should appear only in the colors below.

WORDMARKS + SEALThe dual-campus wordmark and seal should be paired on official documents such as letterhead and business cards. For official School documents, the dual-campus seal should be paired with the School wordmark.

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SOCIAL MEDIAOur audiences may encounter Principia digitally through our website or social media long before they experience Principia in person. To translate our brand thoughtfully for digital

communications, it’s important to keep in mind how our audience digests digital content and how it appears on screen.

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CHANNEL

HOW TO USE

CORE USER DEMOGRAPHIC

COPY APPROACH

IMAGE PRODUCTION VALUE

INSTAGRAM

Post visually striking “in-the-moment” photos and videos that communicate a sense of brand personality.

CASUAL FORMAL

CASUAL FORMAL

MILLENNIALS

GEN Z

FACEBOOK

Share news, milestone updates, or photos and videos that show campus life and events.

CASUAL FORMAL

CASUAL FORMAL

BOOMERS

GEN X

MILLENNIALS

GEN Z

TWITTER

Share live-event updates, engage one on one with the community, and seek out and engage in brand-related conversations.

CASUAL FORMAL

CASUAL FORMAL

MILLENNIALS

GEN Z

LINKEDIN

Post job opportunities and industry thought leadership, and publish news about the institution itself.

CASUAL FORMAL

CASUAL FORMAL

BOOMERS

GEN X

MILLENNIALS

SOCIAL MEDIA OVERVIEWMany of our audiences communicate primarily through one of the four main social media channels. Below are high-level practices to keep in mind so that appropriate content is crafted in the right manner for each channel.

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IDENTITY FOR SOCIAL MEDIAPrincipia runs active channels on Facebook, Instagram, LinkedIn, and YouTube. We encourage our community to like, share, and engage with these channels to increase Principia’s exposure and help us communicate via social media. For a full list of Principia’s social media channels, visit principia.edu/socialmedia.

DUAL-CAMPUS SOCIAL MEDIA PROFILES AND CHANNELS

YouTube—The Principia @Principia

Facebook—Alumni@PrincipiaAlumni

Instagram—Alumni @PrincipiaAlumni

LinkedIn—The Principia @Groups/1833628

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COLOR

Principia’s colors say a lot about who we are. Beyond our logos, they’re one of the most identifiable aspects of our brand. Our color palette helps audiences identify us at a glance,

and the way we use color sets the mood for all communications.

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PRINCIPIA DUAL-CAMPUS COLORSPrincipia’s primary palette features the institutional colors—blue and gold. This primary palette ensures we stay true to who we are, while working with a range of neutral and secondary colors to meet the needs of various communications.

PMS 872C

CMYK 20 / 30 / 70 / 15

RGB 180 / 151 / 90

HEX #b49759

PRIMARY PALETTE

PMS 295C

CMYK 100 / 85 / 36 / 39

RGB 16 / 43 / 82

HEX # 102b51

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TYPOGRAPHYWhen used thoughtfully, typography becomes a powerful brand tool that can add visual

meaning to what is communicated. Principia’s typography communicates clearly and cleanly and is flexible across a wide range of print and digital communication mediums.

A C D E F

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TYPOGRAPHY OVERVIEWFlexibility comes from using one type family that contains all the necessary styles. Principia’s typeface, Roboto, features sans and slab fonts. The typeface was selected because of its modern and clean form.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 ! @ # $ % ̂& * ~ ( { [ “ - + = . , ; : • ” ] } )

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 ! @ # $ % ̂& * ~ ( { [ “ - + = . , ; : • ” ] } )

PRIMARY SANS-SERIF

Uses: Headlines, callouts, fast facts

Uses: Headlines, subheadlines, body copy, page titles, captions

CHARACTERS WEIGHTS

PRIMARY SERIF CHARACTERS WEIGHTS

LIGHTREGULARBOLD

REGULARITALICBOLDBOLD ITALIC

ROBOTO SLAB

ROBOTO

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LOREM IP SUM DOLOR.Lorem ipsum dolor sit amet, onsectetur adipiscing elit. Ut diam risus, sollicitudin vel dolor in, molestie cursus ligula.

PELLENTESQUE HABITANT MORBI TRISTIQUE

Short Headline

Roboto Slab, Bold, All Caps Size 45 pt., Leading 45 pt.

Label

Roboto, Black, All Caps Kerning -25, Size 9 pt.

Subhead or Lead-In Copy

Roboto, Bold, Title Case Size 16 pt., Leading 20 pt.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut diam risus, sollicitudin vel dolor in, molestie cursus ligula. Vivamus vestibulum dictum est, sit amet dignissim eros scelerisque sed. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Integer gravida venenatis sollicitudin.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut diam risus, sollicitudin vel dolor in, molestie cursus ligula.

Body Copy

Roboto, Regular Size 10 pt., Leading 14 pt.

Captions

Roboto, Italic Size 8 pt., Leading 12 pt.

TYPOGRAPHY HIERARCHYThis sample setting shows how typography could be used in a hierarchy that ensures effective use of typefaces to convey information.

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PHOTOGRAPHYPhotography is a powerful asset for visual storytelling. It helps us tell the rich, full

story that is Principia. By aligning our photography style and usage across the institution, we can create a look and feel that’s distinctly ours.

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PHOTOGRAPHY SNAPSHOTPrincipia’s photography should feel personal, joyful, and light, while also conveying a sense of engagement and innovation.

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IDENTITY MATERIALSPrincipia has a standard suite of identity materials that includes letterhead and envelopes, business cards, note cards, digital letterhead, and templates for PowerPoint presentations.

This section shows how our master visual brand comes to life through some of the core identity materials such as letterhead and business cards.

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TEMPLATE 1

TEMPLATE 3

TEMPLATE 2

Principia, 13201 Clayton Road, St. Louis, MO 63131 l 314.434.2100 l [email protected]

First Last, DegreeTitle title title title

7 INCHES

5 INC

HES

Thank You

7 INCHES

5 INC

HES

NAME HERE

7 INCHES

5 INC

HES

Customized letterhead, envelopes, business cards, and note cards can be ordered from the Principia Copy Center using the Copy Center Request Form.

PERSONAL NOTE CARDSThe Principia Copy Center can create personalized cards based on the template below. Personalized note cards include first and last name and are printed on 5” x 7” white card stock. Institutional thank-you cards are printed at a 10” x 7” size and folded in half to a final size of 5” x 7” with the inside blank.

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13201 Clayton Road 314.434.2100St. Louis, MO 63131 www.principia.edu

OFFICE OR DEPARTMENT ONE OR TWO LINES

8.5 INCHES

11 INC

HES

DUAL-CAMPUS LETTERHEAD CHIEF EXECUTIVE LETTERHEAD

13201 Clayton Road 314.434.2100St. Louis, MO 63131 www.principia.edu

MARSHALL INGWERSONCHIEF EXECUTIVE

OFFICE OR DEPARTMENT NAMEONE OR TWO LINES

13201 Clayton Road St. Louis, MO 63131

314.434.XXXX www.principia.edu

Website URL

Personal Phone NumberCUSTOMIZABLE TEMPLATE CONTENT

LETTERHEADPrincipia has standard letterhead for dual-campus use.

Customized letterhead, envelopes, business cards, and note cards can be ordered from the Principia Copy Center using the Copy Center Request Form.

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www.principia.edu

First Last, PhDTitle Department

[email protected]

Office: 000.000.0000, ext. 0000Cell: 000.000.000

13201 Clayton Rd., St. Louis, MO 63131

DUAL-CAMPUS CONTENT

DUAL-CAMPUS BACK SIDE

BUSINESS CARDSThe Principia Copy Center can create personalized business cards based on the template below. Please provide the Copy Center with the following information exactly as you wish it to appear on your card: first and last name, title, department, office number, cell number (if desired), and e-mail address.

Customized letterhead, envelopes, business cards, and note cards can be ordered from the Principia Copy Center using the Copy Center Request Form.

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