visual identity guidelines - the principia logos principia college’s visual identity marks are...
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VISUAL IDENTITY
GUIDELINES
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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INTRODUCTIONUsing the Guidelines
LOGOS Principia College SealCollege Wordmark College PAthletics Branding
SOCIAL MEDIA IDENTITY Social Media OverviewIdentity for Social Media
COLORPrincipia College Colors
Neutrals and Secondary Palette Tertiary Palette
TYPOGRAPHYTypography OverviewTypography Hierarchy
PHOTOGRAPHYPhotography SnapshotDuotone Portraits
IDENTITY MATERIALSPersonal Note CardsLetterhead Business Cards
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 is designed to help everyone at Principia College present our visual identity in a consistent way across all communications.
Utilizing the visual identity standards provided in this guide will help accomplish three key objectives:
• Enable academic units and administrative departments to communicate cohesively and consistently to a diverse range of audiences
• Differentiate Principia College in a consistent and effective manner• Reinforce Principia College’s brand, which, in turn, will support the
institution’s growth and strategic objectives
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LOGOSPrincipia College’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.
PRINCIPIA COLLEGE SEALThe Principia College seal is the formal mark of the College and is reserved for formal and ceremonial use, such as diplomas, engraved plaques, and transcripts. It is also used for presidential identity materials, such as letterhead and note cards.
MINIMUM HEIGHTIn some instances, the seal height may be reduced, but it should never be smaller than 0.875 inch, to preserve legibility. If working within a smaller visual space, use the College wordmark in place of the seal.
0.875 INCHES MINIMUM HEIGHT
BLACKDUOTONE / 295 AND 872 PMS
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1.25 INCHES
0.25 inch Exclusion Zone
0.25 inch Exclusion Zone
0.25 inch Exclusion Zone
0.25 inch Exclusion Zone
DEFAULT HEIGHTpr
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SEAL VISUAL ELEMENTS
Principia College Wordmark
College Chapel Rendering
Principia Motto
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PRINCIPIA COLLEGE WORDMARKA wordmark is a stylized treatment of an institution’s name. The word the is not part of the College’s name, as evidenced by this wordmark. The wordmark and College P, used individually or together, are the only marks that may be used for non-athletic logo items, such as clothing, banners, water bottles, mugs, etc. The wordmark uses a special typeface that cannot be replicated, so the correct artwork must always be used and should appear only in the colors below.
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PRINCIPIA COLLEGE PThe Principia College P is the collegiate mark of the College as well as the official mark of Principia College Athletics. It should always appear in navy with gold outline within a white circle. When used as the collegiate mark, it should appear with the wordmark. When used in connection with athletics, the College P should appear without the wordmark.
MINIMUM HEIGHT In some instances, the height of the P may be reduced, but it should never be smaller than 0.5 inches, to preserve legibility. If working within a smaller visual space, use the College wordmark in place of the P.
0.5 INCHES MINIMUM HEIGHT
AGAINST NAVY
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
COLLEGE P + WORDMARK The College P and the wordmark, used individually or together, are the only marks that may be used for non-athletic logo items, such as clothing, banners, water bottles, mugs, etc. The College wordmark can be paired
with the College P in the following ways. It is important that these respective sizes and balances be maintained.
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STANDARD PANTHER HEAD
FRESHMAN NEVIS BOLD
ONE-COLOR PANTHER HEAD
REVERSE ONE-COLOR PANTHER HEAD
STANDARD PANTHER PAW (Use in these colors only.)
PANTHER MARKS
ATHLETICS WORDMARKS
ATHLETICS TYPOGRAPHYPrincipia uses two standard typefaces for athletics: Freshman and Nevis. Please contact the Marketing Department, or have your vendor work directly with the Marketing Department, to get these font files.
PRINCIPIA COLLEGE ATHLETICS BRANDINGThe Panther is Principia’s mascot for both the Panthers and Lady Panthers. The official graphic representations of the Principia Panther and Panther Paw were adopted and approved in November 2012. This art cannot be altered, tweaked, or changed in any way.
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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
Post visually striking “in-the-moment” photos and videos that communicate a sense of brand personality.
CASUAL FORMAL
CASUAL FORMAL
MILLENNIALS
GEN Z
Share news, milestone updates, or photos and videos that show campus life and events.
CASUAL FORMAL
CASUAL FORMAL
BOOMERS
GEN X
MILLENNIALS
GEN Z
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
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 College runs active channels on Facebook, Twitter, YouTube, and Instagram. We encourage our community to like, share, and engage with these channels to increase our exposure and help us communicate via social media. For a full list of our channels, visit www.principia.edu/socialmedia.
COLLEGE SOCIAL MEDIA PROFILES AND CHANNELS
Facebook—College@PrincipiaCollege
Twitter—College@PrinCollege
Instagram—College@PrincipiaCollege
Instagram—College Athletics@Prin_Athletics
Twitter—College Athletics@PrinAthletics
Facebook—College Athletics@PrincipiaCollegeAthletics
YouTube—College /PrincipiaCollege
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COLORPrincipia’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 each of our pieces. To maintain visual consistency
across all College materials, use only the colors outlined in this section.
PRINCIPIA COLLEGE COLORSOur colors consist of primary, neutral, secondary, and tertiary palettes. Our primary palette features the institutional colors—blue and gold. This primary palette ensures we stay true to who we are, but the neutral, secondary, and tertiary palettes help build color schemes that are complementary and balanced. This helps the primary palette adjust to meet the needs of various communications.
PMS 872C
CMYK 20 / 30 / 70 / 15
RGB 180 / 151 / 90
HEX #b49759
PMS 295C
CMYK 100 / 85 / 36 / 39
RGB 16 / 43 / 82
HEX #102b51
PRIMARY PALETTE
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CMYK 3 / 2 / 2 / 0
RGB 244 / 244 / 244
HEX #f4f4f4
CMYK 70 / 63 / 62 / 58
RGB 51 / 51 / 51
HEX #323333
CMYK 91 / 61 / 18 / 3
RGB 29 /99 / 151
HEX #1c6396
CMYK 100 / 8 / 59 / 38
RGB 0 / 111 / 96
HEX #006e60
CMYK 1 / 75 / 100 / 8
RGB 220 / 93 / 32
HEX #dc5d1f
CMYK 2 / 22 / 100 / 15
RGB 215 / 172 / 17
HEX #d7ab10
PRINCIPIA COLLEGE NEUTRALS PALETTE
PRINCIPIA COLLEGE TERTIARY PALETTE
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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
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. Photography should illustrate the range of activities on and off campus, including academics, athletics, the arts, experiential education, abroads, character development, and Christian Science in action. It should also include student portraits and highlight our beautiful campus.
Tint: 100%
3. 3.
1. 2.
Tint: 30%
1. Use a .tif file with a grayscale color profile for the image.
2. Change the image fill color to Pantone 295 by using the Direct Select tool. Do not use any other color or add a layer effect to the image.
3. Set the background or container to a 30% tint of Pantones 117, 1525, or 3298 by using the Selection tool.
DUOTONE PORTRAITSWhen engaging prospective students or other external audiences for the College, duotone portraits can be used to showcase our students and their stories. These portraits should be forward facing, photographed in studio on a neutral background. Use these photos with headlines, quotes, or the Principia brand marks.
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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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PRESIDENTIAL NOTE CARD COLLEGE NOTE CARD
First Last, DegreeTitle title title title
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Principia College, One Maybeck Place, Elsah, IL 62028 l 618.374.0000 l [email protected]
7 INCHES
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First Last, DegreeTitle title title title
Principia College, One Maybeck Place, Elsah, IL 62028 l 618.374.0000 l [email protected]
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.
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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8.5 INCHES
11 INC
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PRESIDENTIAL LETTERHEAD COLLEGE LETTERHEAD
OFFICE OR DEPARTMENT NAMEONE OR TWO LINES
One Maybeck Place Elsah, IL 62028
618.374.XXXX www.principiacollege.edu
College Website URL
ExtensionCUSTOMIZABLE TEMPLATE CONTENT
LETTERHEADPrincipia has standard letterhead for the College to be used by all departments. The Presidential letterhead is to be used by the President’s Office only.
Customized letterhead, envelopes, business cards, and note cards can be ordered from the Principia Copy Center using the Copy Center Request Form.
One Maybeck Place 618.374.5024 Elsah, IL 62028 www.principiacollege.edu
DEPARTMENT NAME GOES HERE
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First Last, PhDTitle Department
Office: 000.000.0000, ext. 0000Cell: 000.000.000
One Maybeck Place, Elsah, IL 62028
COLLEGE BUSINESS CARD FRONT COLLEGE BUSINESS CARD BACK
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.
