visual identity system manual - birmingham-southern … › policies › visual › files › assets...

1

VISUAL IDENTITY SYSTEM MANUAL

DECEMBER 2015 Version 7 This document is subject to periodic revision.

Dear Colleagues,

The Visual Identity System Manual was created to help bring consistency to the

way we all communicate about Birmingham-Southern College (BSC).

We share a responsibility to present the BSC brand correctly in any form

of communication, whether it occurs in print, online or in PowerPoint

presentations. This manual provides you with the necessary tools to

accomplish our collective goal.

In the pages that follow, you will find a wealth of resources: the elements of

our brand and the standards and guidelines for supporting them. By utilizing

the manual as a framework for creating collateral, we can properly reflect the

university brand in all our communications.

The success of the BSC brand depends on all of us communicating with

consistency, clarity and effectiveness. The elements in these guidelines apply to

all departments, offices, special programs and centers of the college.

Thank you in advance for your cooperation.

Forward, ever.

Dr. Edward F. Leonard III

President, Birmingham-Southern College

BSCBirmingham-Southern College

BSC Visual Identity System

tABLE OF CONtENtSINtRODuCtION 2

LOgOS 3 BSC Wordmark 4 Configurations 5 Secondary Signatures 6 unique Logo Exceptions 7 Formats 8 Incorrect usages 9 Placement 10 Incorrect Placements 11 Athletics Marks 12 The College Seal 13

tyPEFACES 14 Primary Display Font 15 Primary Body text Font 16 Formal Body text Font 17 Web/Online Fonts & Substitute Fonts 18

COLORS 20 Primary and Secondary 21

StAtIONERy SyStEM 22 Letterhead 23 Envelopes 24 Business Cards 25

PuBLICAtIONS/DESIgN SAMPLES 26 Collateral Materials 27 Fax Sheets 28 Brochures 29 Named Centers’ & Programs’ Materials 30 Notecards 32 Invitations 33 Programs 34 Banners 35 Display Ads 36 Postcards 37 PowerPoint Slides 38 Miscellaneous Items 40 E-Mail Signatures & Voice Messaging 41

CONtACtS 42 The Office of Communications 43 and Related Services

2

Birmingham-Southern College (BSC) has a rich history of preparing

young men and women for bright and productive futures. We provide

a liberal arts education of distinctive quality—one that challenges

our students to think independently, to examine the arts and sciences

aesthetically and critically, and to communicate clearly.

The BSC Visual Identity System is a system of communication that ties all

our departments, offices, special programs and centers together. This is

achieved through the identification of graphic elements and standardized

guideline variations of these elements for consistent use across

multiple mediums.

It is crucial that we use these elements wisely and responsibly, for they are

our identity.

Our Visual Identity System is a focused branding strategy, where the BSC

wordmark is the primary identifier for all departments, offices, programs

and centers. The identity guidelines are structured to assist in targeting

our respective audiences and providing appropriate tools to deliver your

messages strongly and effectively. Adhering to these guidelines reinforces

the reputation of the whole college and all its parts.

BSC Visual Identity System

INtRODuCtION

3


LOgOSThe wordmark is the face and signature of the brand. It connects the brand

to all forms of communication. The more consistent a wordmark looks and

is used, the more likely it will be remembered and make an impact. Each

communication needs to be able to stand alone as a proper representation

of the brand, but also gain strength as a cohesive, integrated collection of

materials. These guidelines provide direction for how the BSC Wordmark

should be used to help unify materials and continue to build the brand.


exploreexperienceexcelBSCBirmingham-Southern College

exploreexperience

excel

4

At left is the wordmark for use in all branding

materials or communications from or about the

college. Examples include letterhead, business

cards, print ads, college collateral, admission

documents, direct mail, television commercials,

videos, Web sites and more. Guidelines for how

to use this version have been established to

maintain branding consistency and are detailed

in the following pages.

Departments, offices, special programs and

centers within the college should not create

any new logos (see pages 6 and 7). If you have

a question about your secondary signature

logo (page 6), please contact the Office of

Communications at x4902 or [email protected].

Please contact the Office of Communications

at x4902 or [email protected] to get approved

versions of the wordmark.

NoTE: The BSC logo, and not the seal, should

be used as the identifying mark on all official

college Facebook pages and other social media.

For policies and guidelines for establishing

Facebook pages for official college, office,

or center use, please contact the Office of


Logos

BSC WORDMARk



mailto:[email protected]



5



BSC Birmingham-Southern College


BSC

Birmingham-Southern College

BIrmInGhAm-SOuThErn COLLEGE

Logos

CONFIguRAtIONS The wordmark is available in several

configurations to accomodate a wide

range of applications.

Each configuration should be treated as

one unit. The proportion and spacing of

the elements should not be altered in any

way (see page 9).

Color, typography and reproduction

specifications of the wordmark, as well

as details about the communications

materials on which it will appear, are

provided on the following pages.

The letters, ‘BSC,’ in the typeface

shown, may be used alone in internal

applications. The nameplate, in the

typeface shown (Giovanni, see page 16),

may also be used alone.

For configurations/color uses outside

of the guidelines presented in this

manual, please contact the Office of

Communications at x4902 or

[email protected].




BSC


6

Logos

SECONDARy SIgNAtuRESThese versions of the wordmark signature have

been developed for use by departments, offices,

special programs and centers. By adding the

unit name, the unit name receives prominence

while retaining an overall BSC identity.

Secondary signatures are not to be used on major

publication covers, stationery or business cards.

Secondary signatures shall be used with only

the left-justified configuration of the wordmark,

as shown, left.

The Office of Communications will be

responsible for generating original department,

office, special program and college center

signatures. Your department/office/program/

center signature is available from the Office

of Communications. Please contact the Office

of Communications x4902 or e-mail

[email protected] to have one created.

unique department, office, special program and

college center unit seals, logos or wordmarks

may no longer be used as dominant graphic

elements on any college communication; no new

logos may be developed (see page 7 for further

information).


HERB & ELLIE SKLENAR CENTER FoR INTERNATIoNAL PRoGRAMS


DEPARTMENT oF EDUCATIoN


oFFICE oF ADMISSIoN


SoUTHERN ENVIRoNMENTAL CENTER



7

Logos

uNIquE LOgO ExCEPtIONSVisual identity is the sum of all the visual impressions associated with the Birmingham-Southern College name. With a number of incompatible logos in use,

our graphic identity needs consolidation and consistency. Every BSC department, office, program and center has developed a reputation for superior

scholarship and service. however, as our reputation has grown, so has our variety of logos, graphic identities and other marks. The goal is for campus

communicators to have more consistency in branding the college and its parts, while preserving the flexibility demanded by a decentralized college culture.

In the past, some departments, offices, programs and/or centers have requested unique logo designs that differ from BSC’s identity to convey differentiated

messaging about their respective areas. While we understand the desire for unique logos; we maintain that having a single visual element resonates with our

many audiences and provides quick, easy and consistent recognition of entities within the BSC system.

Thus, the official BSC wordmark shall always serve as the primary, dominant identifier for all printed publications, Web/electronic applications and other

needs as approved by the Office of Communications. no logo, graphic or visual elements designed outside of the parameters identified in our Visual Identity

System will be endorsed by the college.

Policy for Named Centers and Programs

For named centers and programs with either 1) external visibility for prospective students, their parents and alumni, and/or 2) integral association with a

BSC academic area, approvals may be considered for a graphic element to be used on only internal correspondence (e.g., specialty promotional items, banners

and certain collateral materials), as long as there is a clear visual separation and delineation between the BSC wordmark and the graphic element (samples

shown on pages 28-29). The graphic element cannot be grouped with the BSC wordmark in any way as to appear as a larger composite mark (see page 9).

Graphic elements may never be used on letterhead, envelopes or business cards. The BSC wordmark must always be the dominant element of any advertising

for the college, its centers and programs.

Please contact the Office of Communications at x4902 or [email protected] with questions about the college’s policy for named centers and programs.


8


Logos

FORMAtSClear Space Requirements

To be visually effective, the BSC wordmark requires an open area

around it. This area is called the ‘control area.’ It is defined as the

border (margin) of empty space around the logo, equal to a minimum

of 1/4 of an inch. The greater the clear space, the better.

It is preferable that no other visual elements appear within the

control area. maintain a minimum distance of 1/4 inch between the

wordmark and any other elements appearing with it.

Please maintain 1/4 inch of space around all other treatments of the

wordmark (left-justified, stacked, and lone elements).

Proportion

The ‘BSC’ letters and spelled-out name should always be kept in the

proportions shown to maintain the integrity of the logo (see page

9, item 5). Always use the approved wordmark files and use only

vector files of the wordmark when printing. Never try to recreate

the wordmark yourself (see page 9, item 6). If you need to scale the

wordmark, always constrain proportions so the height and width are

scaled simultaneously. To maintain the correct proportions of the

wordmark, always hold down the shift key as you drag the corner to

increase or decrease its size.

Size

The wordmark should not appear smaller than 1 3/8“ wide in any

printed material (shown, bottom right), or 100 pixels wide on-screen.


1/4”

1/4”


BSC BSCBirmingham-Southern College

1/4”

1/4”

1/4”

1/4”

1/4”

1/4”

9


Logos

INCORRECt uSAgES 1. Do not obstruct the wordmark with any graphic

or image.

2. Do not add a drop shadow to the wordmark.

3, 4. Do not scale the wordmark disproportionately

so it is wider, taller, thinner or thicker than the

approved proportions.

5. Do not change the size or shape of the ‘BSC’ lettering in

relation to the spelled out type.

6. Do not change the font or recreate the mark in any way.

7, 8. Do not make the ‘BSC’ or the spelled-out type in the

wordmark any color other than gold, black or white

(for reversed-out applications).

9. Do not put the wordmark on a background that renders

it unreadable.

10. Do not put a box around the wordmark.

11. Do not combine the wordmark with additional type

to make a new wordmark.

12. Do not combine the wordmark with any other logos.









BSCBirmingham-Southern College Faculty


1 2 3

4 5 6

7 8 9

10 11 12

10

For all BSC communications, the BSC wordmark

should be placed in either 1) the lower-right

corner at a minimum of 1/2” from the edges of

the page, or 2) the lower center at a minimum

of 1/2” from the edges of the page.

The wordmark should never be placed against

the edge of the page as a bleed because when

the page is trimmed, the wordmark is often

cropped disproportionately, violating the visual

identity standards (see page 11).

The wordmark should always appear on

the outside front cover of any piece of

communication. Please contact the

Office of Communications at x4902 or

[email protected] for permission to place

the wordmark in a location other than those

outlined above. The recommended positions

should pose no problems for general

collateral creation.

Logos

PLACEMENt

Preferred Placement 1, lower-right Preferred Placement 2, lower-center

’Southern Shuttle


2013-14

SPONSORED BY THE SGA


11


Logos

INCORRECt PLACEMENtSDo not place the wordmark

anywhere other than the lower-right

corner or lower center of a page

with the 1/2” buffer from the edge

of the page.

Do not bleed the wordmark off the

edges of a page.

Do not use a wordmark format that

does not conform to the guidelines

(see page 9).

In a color application, the approved

gold (PmS 125) and black

wordmarks should always be used.

The Office of Communications

reserves discretion to place the

wordmark as needed for optimal

design. For placements outside

of the guidelines presented,

please contact the Office of


[email protected].








12

These are the marks for use in all branding

materials or communications from or about

the Athletics offices of the college. Examples

include letterhead, business cards, print ads,

Athletics collateral, direct mail, media guides,

banners, Web sites and more. Guidelines for

proper use of these marks have been established

to maintain consistency and are detailed for

campus communicators who need to apply them

to Athletics-related marketing materials.

If you have a question about using the Athletics

marks, contact the Office of Communications at

x4902 or [email protected].

Logos

AthLEtICS MARkS



13

The Birmingham-Southern College seal should be used

for only the most formal of applications, such as building

plaques, grade reports/transcripts and diplomas.

In rare cases where it is appropriate to apply the seal,

other information, such as the wordmark, other logos,

photos, graphics, headlines, or text, shouldn’t be placed

within the protected area of the seal. The protected area

includes a distance equivalent to 1/8 (12.5%) of the

diameter of the seal.

Again, in rare cases where it is appropriate to apply the

seal, it may 1) overprint photos or textured backgrounds,

or 2) be reversed out of photos, textured backgrounds,

and dark backgrounds—as long as the background

doesn’t compete with the seal. Please direct all

questions regarding appropriate use of the seal to the

Communications Office at x4902 or [email protected].

Logos

thE COLLEgE SEAL

1/8 of diameter

1/8 of diameter


14

tyPEFACESFrom magazines to banners to brochures, typefaces can help unify the

look of many different types of materials. Even with pieces that may have

different photo styles or layouts, the typeface is an obvious element that,

when used consistently, can unify all the materials. uniform typefaces also

give personality to the design while conveying expertise in what’s being

said and how it’s presented.

dobra slabGiovanni

Leitura Sans

15

BSCBirmingham-Southern Collegedobra slab

Typefaces

PRIMARy DISPLAy FONtThe Dobra Slab Family

The primary display typeface for Birmingham-

Southern College is Dobra Slab. This typeface is

a versatile slab serif font. It was designed as a full

system of fonts with a range of weights for almost

any display type need.

Dobra Slab Bold is the preferred display/headline

typeface and should be used primarily for that

purpose. headlines and other display-level text

(e.g., sub-heads) should be set at least 2 point sizes

larger than body copy (text).

Dobra Slab is readily available for purchase online

at various sites. Please contact the Office of

Communications at x4902 or [email protected]

for details.

Dobra Slab Bold

abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrStuvwxyz1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./

Dobra Slab Book

abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./

Dobra Slab Light


Dobra Slab Medium


Dobra Slab Black


Dobra Slab Bold-Italic


Dobra Slab Book-Italic


Dobra Slab Light-Italic


Dobra Slab Medium-Italic


Dobra Slab Black-Italic



16

Typefaces

PRIMARy BODy tExt FONtThe Leitura Sans Family

The primary body text typeface for Birmingham-

Southern College is Leitura Sans. This typeface is a

versatile sans serif font.

When circumstances require a font more appropriate

for lengthy copy (e.g., in a recruiting poster or

brochure), the communicator should use Leitura

Sans Grot 1. It should be used secondarily to Dobra

Slab and not in headlines. Body copy can be set

at 9 to 14 point, but 9 point type over 12 point

leading is standard for lengthy copy. here are other

recommendations for longer copy blocks:

- 10 point type over 13.5 point leading


- 12 point type over 16 point leading



Leitura Sans, in its heavier weights, can be used for

sub-heads and smaller blocks of emphasis text.

Leitura Sans is readily available for purchase

online at various sites. Please contact the Office of


for details.

Leitura Sans Grot 1

abcdefghijklmnopqrstuvwxyzABCDEFghIjkLMNOPqRStuVWxyz1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./

Leitura Sans Grot 2

abcdefghijklmnopqrstuvwxyzABCDEFGHIjkLmNOPqRSTuVwxYz1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./

Leitura Sans Grot 3


Leitura Sans Grot 4


Leitura Sans Italic 1









17

Typefaces

FORMAL BODy tExt FONtThe ITC Giovanni Family

The formal body text typeface for Birmingham-

Southern College is Giovanni. This typeface is

a versatile serif font from International Type

Corporation and was inspired by classical typefaces

for an elegant, functional design.

When circumstances require a font more appropriate

for lengthy copy (e.g., in an annual report or

magazine) and more formal communications (e.g.,

an invitation or letter), the communicator should

use Giovanni Book. It should be used secondarily

to Dobra Slab and not in headlines. Body copy can

be set at 9 to 14 point, but 9 point over 12 point

leading is standard for lengthy copy. here are other

recommendations for longer copy blocks:






Giovanni is readily available for purchase online

at various sites. Please contact the Office of


for details.

Giovanni Book

abcdefghijklmnopqrstuvwxyzABCDEFGhIjkLmnOPqrSTuVWxYz1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./

Giovanni Bold

abcdefghijklmnopqrstuvwxyzABCDEFGHIjKLMNoPqRSTUVwxYz1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./

Giovanni Book Small Caps


Giovanni Black


Giovanni Book Italic

abcdefghijklmnopqrstuvwxyzabcdefghIjklMNopqrStuVwxyz1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./

Giovanni Bold Italic


Giovanni Bold Small Caps


Giovanni Black Italic



18

Typefaces

WEB/ONLINE FONtS Substitute Fonts

The best substitute for Dobra Slab on websites and

e-mails is noticia. This typeface is a versatile slab

serif font and can be downloaded for free at:

http://fontm.com/noticia-text-font/

The best substitute for Leitura Sans on websites and

e-mails is gudea. This typeface is a versatile sans serif

font and can be downloaded for free at:

http://www.fonts2u.com/gudea.font

The best substitute for Giovanni on websites and

e-mails is georgia. This typeface is universally

available and is native to all workstations (Windows

and Apple).

Please contact the Office of Communications at

x4902 or [email protected] for details.

Noticia Regular


Noticia Bold


Gudea Regular


Gudea Bold


Noticia Italic


Noticia Bold Italic


Gudea Italic


Gudea Bold Italic


Georgia


Georgia Bold


Georgia Italic


Georgia Bold Italic


http://fontm.com/noticia-text-font/

http://www.fonts2u.com/gudea.font



Typefaces

WEB/ONLINE FONtSuniversal Sans Serif

Leitura should be used as the primary sans serif

typeface for all collateral materials; but if 1)

for some reason it can’t be purchased, or 2) a

universally web-safe font is needed for an e-mail;

the best substitute typeface is arial. Similar to

Leitura, Arial offers a contemporary feel with

versatililty. Like the Georgia font, it is universally

available and is native to all workstations

(Windows and Apple)

Arial


Arial Bold


Arial Narrow


Arial Narrow Bold


Arial Italic


Arial Bold Italic


Arial Narrow Italic


Arial Narrow Bold Italic


19

20

COLORSColleges understand the importance of color in creating pride and unity.

The power of Birmingham-Southern’s gold and black is obvious at every

ceremonial and sporting event. Color can be just as powerful in other forms

of communication as well. When used consistently, colors help make a

brand more cohesive and recognizable. Colors can become as identifiable

as the logo or the name, but only if they are used consistently and correctly.

21


Primary Color Palette

Black, gold and white comprise the primary color palette.

They should be the dominant colors used when designing

all print materials. PmS and CmYk codes are provided to

allow for exact matching.

Secondary Color Palette

The secondary color palette includes a range of tones that

complement the primary colors without overpowering

them. The secondary palette includes a range of colors

that can add a deep, rich quality to the materials. These

colors function as accent colors and should never

overtake the design.

Colors

PRIMARy & SECONDARy PALEttES

BlackCMYK - 0,0,0,100

PMS 125CMYK - 0,26,100,26

PMS 289CMYK - 100,64,0,60

PRIMARy

PMS 350CMYK - 79,0,100,75

PMS Warm Gray 3CMYK - 0,4,8,17

SECONDARy

PMS Cool Gray 11CMYK - 0,2,0,68

PMS 188CMYK - 0,97,100,50

PMS 4625CMYK - 0,60,100,79

PMS Warm Gray 11CMYK - 0,17,34,62

WhiteCMYK - 0,0,0,0

22

StAtIONERy SyStEMA cohesive stationery system includes letterhead,

envelopes and business cards. In many cases, these

materials are the first impression made with consituent

audiences, so they must present a unified look. They are

a key component to the brand and offer an easy way to

maintain consistency across the college community.

Information Technology900 Arkadelphia roadBox 549024Birmingham, Alabama 35254

Network Administrator

PHONE (205) 226-7864FAX (205) 226-7015CELL (205) 269-2571EMAIL [email protected] SITE www.bsc.edu

oFFICE oF ADMISSIoN

900 Arkadelphia road

Box 549008

Birmingham, Alabama 35254

Mark Goodman

mgoodman

123-4567


http://www.bsc.edu/

23


The letterhead design is standardized to promote

consistency; yet it also offers a way for departments,

offices, programs and/or centers to include their

specific contact information within the design.

The left margin should measure 1” and align with the

‘C’ in ‘BSC.’ The right margin should likewise measure

1”. The top margin will vary according to the amount

of text printed in the address section of the letterhead

(as many as five lines of text, as shown). however,

we recommend that the body of the letter begin at no

less than 3” from the top of the page. The last line

of the letter should measure a minimum of 1” from

the bottom of the page. nOTE: sample is shown at a

reduced size/scale.

All letterhead orders must be printed by the campus

Print Shop.

If you have questions about the official BSC letterhead,

or if you have special letterhead needs, please contact

the Office of Communications at x4902

or [email protected].

Stationery System

LEttERhEADminimum 3” top margin

1” left margin

1” right margin

minimum 1” bottom margin

900 Arkadelphia roadBox 549008Birmingham, Alabama 35254205-226-4600205-226-3074 Fax1 800 523-5793 nationalwww.bsc.edu

oFFICE oF ADMISSIoN

Firstname LastnameTitleInstitutionAddressCity, State ZIP

January 1, 2012

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus nec libero arcu, id mattis tortor. Sed iaculis hendrerit enim nec feugiat. Vivamus rutrum ultricies risus semper ultricies. Donec consectetur lorem sit amet lectus aliquet pellentesque. Pellentesque sed nisi id lectus venenatis pellentesque. Nunc interdum pulvinar feugiat. Aliquam a scelerisque tortor. In adipiscing laoreet enim non sollicitudin. Phasellus porta tincidunt ipsum rhoncus euismod. Nam sodales risus quis enim sollicitudin dignissim. Mauris semper porta eros quis feugiat. Suspendisse euismod nisi sem. Pellentesque iaculis ultrices laoreet. Cras venenatis congue eros sit amet pharetra. Etiam at lectus vitae dui suscipit fringilla. Nam tempor sapien vel nunc condimen-tum placerat. Nulla malesuada felis ac urna fermentum laoreet. Nunc in eleifend ipsum. Aliquam erat volutpat. Praesent pulvinar elit at risus cursus viverra. Phasellus ornare dictum lorem, nec vehicula lacus vestibulum id. Etiam eu turpis et massa consequat commodo. Vivamus sit amet metus a nulla interdum scelerisque. Fusce ut quam id lorem bibendum fermentum et nec mauris. Sed orci metus, accumsan quis scelerisque vel, vulputate eu ante. Aliquam erat volutpat. Sed condimentum nulla eget libero posuere ac viverra neque sodales. Sed fringilla, est et facilisis fermentum, lacus felis porta ligula, quis convallis massa purus nec est. Pellentesque adipiscing, urna at varius rutrum, libero lacus pulvinar nunc, sit amet egestas nisl sapien vestibulum lacus. Vestibulum ut odio eros. Integer sit amet nisi a magna suscipit vulputate. Nunc sem sapien, egestas ac facilisis at, commodo et felis. In hac habitasse platea dictumst. Praesent id ipsum non enim tincidunt accumsan quis sed tortor. In hac habitasse platea dictumst. Nulla at pellentesque purus. Etiam arcu est, porttitor quis pellentesque eget, ultrices quis magna. Nulla pretium vulputate dolor vitae dictum. Morbi in ipsum a urna rutrum mollis ullamcorper at erat. Ut mollis molestie hendrerit. Nullam turpis diam, interdum quis bibendum hendrerit, fermentum ut nibh. Cras eu eros dolor, dictum consectetur leo. Mauris faucibus, tellus at egestas malesuada, felis nisi condimentum turpis, quis molestie mauris lacus ac massa. Nulla facilisi. Curabitur non dui id dolor sollicitudin suscipit. Pellentesque auctor lacinia sem quis mattis. Maecenas tempor eros sed risus dictum at aliquam felis varius. Maecenas sed ligula eget est porta pellentesque. Vivamus id turpis velit. Donec eleifend ultricies mattis. Etiam eu tellus at velit facilisis mollis. Maecenas sollicitudin venenatis massa et gravida. Nunc lobortis, ante at condimentum aliquam, nibh magna vulputate nisi, blandit facilisis nibh purus id nunc. Vivamus metus mauris, consequat lobortis sollicitudin et, accumsan eget augue. Quisque eu placerat enim.

Sincerely,

Firstname LastnameTitleInstitution


http://www.bsc.edu/

24

In compliance with postal regulations/scanning equipment tolerances, the return address and graphic for an

envelope cannot exceed more than 1/3 of the upper portion of the envelope’s height (uSPS regulations).

The return address should begin at a minimum of 1/4” from the top and left margins of the envelope.

nOTE: #10 envelope sample is shown to scale.

All envelope orders must be printed by the campus Print Shop.

If you have questions about the official BSC envelope, or if you have special envelope needs, please contact

the Office of Communications at x4902 or [email protected].

Stationery System

ENVELOPES

bscb i r m i n g h a m - s o u t h e r n

c o l l e g e

oFFICE oF ADMISSIoN900 Arkadelphia roadBox 549008Birmingham, Alabama 35254

1/4” from top margin

1/4” fromleft margin

return addressconfined to upper 1/3 of envelope’s height


25

Sue Fairchild


Two design variations are available for BSC’s institutional

business cards. Version A places the cardholder’s name and

title to the left of the card layout. Version B indents the name

and title.

Version A can include up to eleven lines of holder-specific

information. Version B can include up to nine lines of

holder-specific information.

The back of the card should be left blank. All institutional

business cards must conform to this format and may not

carry unit-specific logos. All business cards must be printed

by the campus Print Shop.

If you have questions about the official BSC business cards,

or if you have special business card needs, please contact the

Office of Communications at x4902 or [email protected].

Stationery System

BuSINESS CARDS

office of Communications900 Arkadelphia roadBox 549004Birmingham, Alabama 35254

PHONE 205-226-4901FAX 205-226-4931NATIONAL 800-523-5793EMAIL

WEB SITE www.bsc.edu

office of Admission900 Arkadelphia roadBox 549008Birmingham, Alabama 35254

PHONE 205-226-4908MOBILE 205-123-4567FAX 205-226-3074NATIONAL 800-523-5793EMAIL

WEB SITE

Version A

Version B

Mark Goodman

Title

Title

[email protected]

[email protected]

www.bsc.edu


http://www.bsc.edu/



http://www.bsc.edu/

26

PuBLICAtIONS/DESIgN SAMPLES

Everything from PowerPoint slides to banners to fax sheets should

be designed with a consistent look. This steadfast attention to detail

across every communication will connect BSC’s materials in a way that

further reinforces and builds our brand. Because these elements are often

produced through many different departments/offices, it’s even more

important to establish a consistent look that can be easily followed,

duplicated and produced.


exploreexperienceexcelWhether it’s an internship, study abroad, research partnership, or service, you’ll find your passion and learn from the very best. that’s the pathway to success.

are you ready?

at bSc, we prepare the professionals of tomorrow by giving our students every opportunity to apply what they learn to the real world.

27


Collateral materials include such items as flyers, invitation packages,

advertisements, posters, banners, etc. Print advertising and other

collateral materials may vary greatly in design, but accurate application

of the identity standards will ensure a consistent representation of

the BSC brand. The BSC wordmark must be used in all materials

and appear prominently in the layout. Occasionally, there will be

opportunities to display the BSC wordmark that are not outlined

in this manual. In such instances, please contact the Office of

Communications at x4902 or [email protected]. We will provide

guidance and design assistance for your project.

The BSC wordmark should be used only in the colors and typefaces

outlined on previous pages. Please do not use the BSC wordmark in

conjunction with other exceptioned logos without permission from the

Office of Communications.

quick ReferenceWordmark Configurations 5

Secondary Signatures 6

unique Logo Exceptions 7

Formats 8

Again, for placements/colors/uses that fall outside of the guidelines

presented in this manual, contact the Office of Communications at


Publications/Design Samples

COLLAtERAL MAtERIALS

Placement 10

Fonts 14-17

Colors 18-19



28

BSC Birmingham-Southern College fax

To:

From:

Telephone:

Fax:

Re:

Time:

Date:

Number of Pages Including Cover:

CC:

q Urgent q For Review q Confirm Receipt q Please Reply q Please Recycle

Comments

please notify us at the telephone number above if you did not receive all pages or if writing is illegible.

900 Arkadelphia road | Birmingham, Alabama 35254 | 1 800 523-5793 | www.bsc.edu

preparing the professionals of tomorrow

The institutional fax cover sheet, shown

right, can be downloaded at www.bsc.edu/

communications/downloads.

Please contact the Office of Communications

at x4902 or [email protected] with

questions/concerns.


FAx ShEEtS

http://www.bsc.edu/

http://www.bsc.edu/


29distinction in leadership studies

hess fellow advocacy internships

leadership matters lecture seriesThe Distinction in Leadership Studies program provides the opportunity for students to study and practice leadership. The program includes four elements: an introductory theory course, two leadership-designated courses across the curriculum, a cooperative project in a junior-year practicum, and a senior seminar, which provides a summative leadership analysis and application experience.

LS 200, the introductory course to the DLS program, includes an off-campus retreat focused on team-building activities and leadership practice. Retreats have been held at Railroad Park (pictured above) in downtown Birmingham and Ruffner Mountain Nature Preserve.

upon completion of the dls program, students will be able to: • Criticallyreflectontheirleadershipexperiences• Identifyandassesscompetingethical,moral,orcommunity interests (CI in Explorations Curriculum)• Workcollaborativelytoaddressmattersofpublicconcern• Applycriticalandtheoreticalconceptionsofleadershiptonew situations

The hess Fellows Advocacy Program provides an intensive internship opportunity that connects students with non-profit advocacy organizations. Students complete an eight-week summer internship. They participate as full-members of the agencies, helping build organizational capacity by conducting research, facilitating coalitions among constituencies, leading community outreach programs, organizing lobbying efforts, coordinating grassroots campaigns, and other means. Applications are due in February each year.

fellows are able to: • Criticallyreflectonthemeaning,purposes,andparametersof advocacy• Drawconnectionsbetweenpublicpoliciesandindividualexperiences• Collaborateeffectivelywithco-workersandfellowprogramparticipants• Clarifycareeraspirations

The 2011 Fellows who served in Washington, DC. The program currently partners with such top advocacy agencies as the Alabama Poverty Project in Birmingham, the glide Foundation in San Francisco, A+ Education Partnership in Montgomery, the William j. Clinton Foundation in New york City, and Bread for the World in Washington, DC.

The Leadership Matters Lecture Series engages the campus community in dialogue and discussion of leadership by invitingpracticingleadersfromavarietyoffieldstoreflecton their experiences with leadership.

Andy Card shares his insights on leadership. Students have the opportunity to interact with speakers in small group sessions both in and out of the classroom.

The hess center coordinates five key programs:• AcademicDistinctioninLeadershipStudies• HessFellowsAdvocacyInternships• LeadershipMattersLectureSeries• compass Student Publication• First-YearLeadershipChallenge

leadership matters speakers have included:andy cardWhite house Chief of Staff, 2001 - 2006elisa massiminoPresident and CEO, human Rights Firstdavid horthSenior Fellow, Center for Creative Leadership sara lascheverBestselling author of women don’t ask


Example of marketing brochure.

If you need to order a brochure, please contact the Office of Communications

at x4902 or [email protected].


BROChuRES

student reflections“The hess Center provides students with opportunities for personal growth and the formation of an ideological identity. Not only are students given the chance to talk, listen, and learn about leadership within the classroom, but also they are pushed to apply that learning in various communities outside the confines of a class.”

charlsie wigley (dls ’11) teach for America

“The hess Center programs have taught me how to find my place in this world while guiding me to become a part of the communities around me.”

hunter pugh (dls ‘11)currently attending Vanderbilt Divinity School

hess center staffkent andersenDirector of the hess Center(205) [email protected]

to learn more, visit http://www.bsc.edu/academics/hess/index.cfm or stop by Norton Suite 260.

compass compass publishes academic papers submitted by students, faculty, and alumni that address issues of leadership or service. The compass is a completely student-run publication published once per academic year that welcomes submissions from all academic areas.

mission:

The hess Center for Leadership and Service encourages individuals to realize their full leadership potential so that they can contribute to the communities that matter to them. guided by the assumption that anyone can lead, hess Center programming enables participants to understand, analyze and practice leadership. The essential question posed by the hess Center is: how do we enact and cultivate effective leadership?

first-year leadership challengeThe First-year Leadership Challenge is a co-curricular experience offered during the month of january that helps students identify their leadership strengths and position themselves for success at Birmingham-Southern College. The Challenge introduces leadership concepts relevant for campus involvement. Students meet weekly to participate in activities and simulations with other first-year students. The Challenge is a joint effort between the Office of Student Development and the hess Center for Leadership and Service. Participants are nominated by faculty and staff during the fall term.

hess center for leadership and Service

leadership matters



http://www.bsc.edu/academics/hess/index.cfm

30

As stated earlier on page 7, for named centers and programs with either

1) external visibility for prospective students, their parents and alumni,

and/or 2) integral association with a BSC academic area, approvals

may be considered for a graphic element to be used on only internal

correspondence (e.g., specialty promotional items, banners and certain

collateral materials), as long as there is a clear visual separation and

delineation between the BSC wordmark and the graphic element

(samples shown right). The graphic element cannot be grouped with the

BSC wordmark in any way as to appear as a larger composite mark (see

page 9). Graphic elements may never be used on letterhead, envelopes or

business cards. The BSC wordmark must always be the dominant element

of any advertising for the college, its centers and programs.

Please contact the Office of Communications at x4902

or [email protected] with questions about the college’s policy

for named centers and programs.


NAMED CENtERS’ ANDPROgRAMS’ MAtERIALS

i2

INTERNSHIP INITIATIVE



31

“as former marine commandant and

international bank ceo, i know hands-

on experience outside the classroom

is one of the most important things we

can provide our students before they

graduate. and our students—with their

great intellect, ability to connect new

ideas, and strong character—are an

asset to any organization.”

gen. Charles C. krulak

President, Birmingham-Southern

College

i2



are you or your organization interested

in hosting a bsc intern?

Contact Sara Robicheaux

Department of Business Programs

900 Arkadelphia Road

Box 549023Birmingham, AL 35254

[email protected]

learn more about bsc at www.bsc.edu.


• Ourinternshipsarethree-waypartnerships between the student, their host, and the college.

• Theyaresupervisedworkexperiences with an intentional learning strategy—not just busy work and a line on a resume.

norton boardBSC’s Norton Board is made up of 150+ professionals committed to serving Birmingham-Southern and its students, especially through internships and mentoring. Norton Board interns are individually matched to area experts willing to provide career insight and training in a learning partnership.

qepThe college’s quality Enhancement Plan is based on a three-part push for experiential learning in the form of internships, service-learning, and collaborative research. Norton Board and other internships may fall under the qEP, as do some faculty-directed internships.

• Theyemphasizeprofessionaldevelopment and require performance assessment from supervisors and professors plus deepreflectionfromthestudents.

• Theysupportthedevelopmentof students as ethically aware, learned professionals who strive for lives of significance.

i2


for more than 150 years, bsc has been committed to students learning by doing. today, putting our students on the pathto their chosen career means giving them opportunities to apply what they learn in the classroom to the workplace.

what makes a bsc internship different?

“my internship has given me skills that i do not believe can be taught in a classroom. The value of being able to do real-world work while still in college cannot be measured. i have learned many new skills from my internship, but most importantly, i have identified areas i can improve on before i enter the workforce. “

-Billy McMahon, intern at Pryor McCormick, Inc., investment advisors

majors/programsMany academic departments require or encourage students to complete an internship for the major, including Biology, Business, Economics, Education, English, global and Comparative Studies, history, Media and Film Studies, Political Science, Pre-Law, Pre-health, Psychology, urban Environmental Studies, and more.

centers for engaged learningBSC’s centers for engaged learning coordinate select internships for students with special interests, including the hess Center for Leadership and Service (advocacy internships) and the Sklenar Center for International Programs (international internships).

“The internship initiative is the perfect way to ‘test the water’ with a future bsc graduate. our company had a wonderful experience and we will be hiring our intern when he graduates in may.”

-Roger Ball, CVS Appraisals

types of internships at birmingham-southern college:

internship timing Internships are offered during all of BSC’s academic terms: Fall (Sept.-Dec.), january, Spring (Feb.-May), and Summer (june-july). Most internships provide 140 hours of hands-on experience and 40 hours of faculty-directed preparation and criticalreflection.

exploration term BSC’s unique january Exploration term gives students a full month each year to focus on a single class or project—including an internship.


http://www.bsc.edu/

32

Example of notecard and matching envelope.

If you need to order notecards, please contact

the Office of Communications at x4902 or

[email protected].


NOtECARDS


33


Example of formal invitation and matching envelope.

If you need to order an invitation package, please contact the Office of



INVItAtIONS


34

Example of a formal event program.

If you need to order an event program, please contact the Office of Communications at



PROgRAMS

Gen. Charles C. krulak

Gen. Charles C. krulak

rev. jack hinnen

may thirdtwo thousand twelve

Camille CannadaTBD


35


If you need to order a banner, please contact the Office of Communications at x4902 or

[email protected].


BANNERS

Example of horizontal banner.

Example of vertical banner.


exploreexperienceexcel

are you ready?

at bSc, we prepare the professionals of tomorrow by giving our students every opportunity to apply what they learn to the real world.

keep these important bsc dates in mind!

(205) 226-4696 | [email protected] | www.bsc.edu

november 15 early action

february 1 regular decision

october fall preview day (juniors & seniors)

novembersample ’southern (seniors)

marchselect ’southern (admitted students)

birmingham, alabama.


october sample ’southern (juniors & seniors)



http://www.bsc.edu/

36

Examples of display ads.

If you need to place an ad, please contact the Office of



DISPLAy ADS


exploreexperienceexcel

birmingham - southern college congratulates coach preston goldfarb on leading the maccabi uSA men’s

Soccer Team to their historic gold medal win at the 19th world maccabiah

games in jerusalem, and wishes a Happy New Year to all!

Join BSC for an exCiting year of exhiBitionS and muSiCal and dramatiC performanCeS from StudentS, faCulty, alumni, and more.

2013

- 14

s e a s o narts

visual&performing


for a full schedule, visit www.bsc.edu.


http://www.bsc.edu/

37


Example of postcard.

If you need to order a postcard,

please contact the Office of


[email protected].


POStCARDS


Office of Student Development900 Arkadelphia roadBox 549014Birmingham, AL 35254

non-Profit Org.u.S. Postage

PAIDPermit no. 2575Birmingham, AL

l Friday Evening Welcome Reception l Saturday Breakfast and Welcome on the Admission Welcome Center Lawnl Academic Open housesl Individual Appointments with Professors & Faculty Advisors (upon prior request)l BSC Football & Family tailgate

to find more information about Family Weekend, sign up, or request individual meetings with faculty members, please find the Family Weekend webpage at www.bsc.edu/parents/familyweekend or call (205) 226-4722.

familyweekendfriday, october 18 and saturday, october 19, 2013

special events for families and friends of current students include:

familyweekend


friday, october 18 and saturday, october 19, 2013

experience

for a full schedule, visit www.bsc.edu.


http://www.bsc.edu/parents/

38

On the next two pages are examples of standard BSC

PowerPoint slides. We strongly prefer that presenters use

either Arial or Times new roman as the fonts for their

presentation text/points.

If you need to set up a PowerPoint presentation, please

contact the Office of Communications at x4902 or

[email protected]. We will share our preferred template

with you and give guidance on the correct fonts and

images to use for optimal results.

PowerPoint templates can be downloaded at

www.bsc.edu/communications/downloads.


POWERPOINt SLIDES

Warm Gray Template

TitleSlide

Warm Gray Template

RegularSlide

making a differenceat bsc

- getting involved - green initiatives - service-learning

Sample Slide with Topic Text


http://www.bsc.edu/communications/downloads

39


POWERPOINt SLIDES, CONtINuEDBlue Template

TitleSlide

Blue Template

RegularSlide

Gold Template

TitleSlide

Gold Template

RegularSlide

40

Please consult with the Office of Communications to

arrange graphics for the miscellaneous items listed, left.

We will work with you to bring your graphics project

to life.

Applications of the BSC wordmark and its typography

for novelty items or merchandise are subject to approval

by the Office of Communications. requests for review of

designs may be forwarded directly to Communications

and will be evaluated for their compliance with the

visual identity system. This process applies both to

BSC-designed materials as well as to those prepared by

outside vendors for on-campus clients.

If you have questions about these items or others, please

contact the Office of Communications at x4902 or

[email protected].


MISCELLANEOuS ItEMS

Miscellaneous items include, but aren’t limited to the following:

Signage

Vehicles

Light Post Banners

merchandise

Advertising Specialties/novelty Items

Buttons/Pins

T-Shirts/Sweatshirts

Caps

Bumper Decals

magnets

notebooks

Folders

mousepads

Lanyards

merchandise Bags/Totes

umbrellas

napkins

Coffee Sleeves

nametags/Identity Tags

notepads/routing Pads

mailing Labels

Gold Foil Seals

rise3

research | internships | service | experience

3

res

earc

h |

inte

rn

ship

s | s

erv

ice

| ex

per

ien

ce

rise


41


E-mail Signatures and Voice messaging

MISCELLANEOuS ItEMSE-mail is no doubt the most popular means of communication that

comes into and goes out of our campus. Impressions—both positive and

negative—about the college’s level of care and concern can be formed

based on how employees “sign” their e-mails and the “automated”

responses they send when they are away from the office.

In the college’s ongoing efforts to be as helpful and responsive as possible

to all of our constituents, a standard e-mail signature should be used with

all internal and external e-mails, as well as a standard e-mail automated

out-of-office response to be used with all internal and external e-mails.

Likewise, the temporary absence greetings we leave on our office

telephones when we are out of the office on annual leave, business, or for

college holidays, also can leave positive or negative impressions about

our college. Therefore, a standard telephone temporary absence greeting

should be used.

Information on setting up email signatures and telephone temporary

absence greetings can be found at www.bsc.edu/administration/it/

helpdesk.

Sample Out-of-Office E-Mail Response

Thank you for your email. I am currently away from the office and will return on monday, january 30. If you need immediate assistance before that time, please contact Barbara Collins, assistant director of strategic planning, at [email protected] or 205-226-xxxx. Otherwise, I will respond to your email on january 30.

mark Goodman

Sample Email Signature:

Sue FairchildAssociate Vice President for Strategic PlanningBirmingham-Southern College900 Arkadelphia roadBox 54xxxxBirmingham, AL 35254205-226-xxxx—Office205-xxx-xxxx—Cell (optional)205-226-xxxx—Fax (optional)[email protected]

explore … Birmingham-Southern Collegewww.bsc.edu

Sample Temporary Absence Phone Greeting:

You have reached the office of mark Goodman, director of strategic planning at Birmingham-Southern College. I am currently out of the office and will return on monday, january 23. During my absence, please contact Barbara Collins, assistant director, at 205-226-xxxx. Or, please leave a message at the tone and I will look forward to returning your call on monday. Thank you.

Sample Temporary Absence Phone Greeting for College Holidays:

You have reached the office of Sue Fairchild, associate vice president for strategic planning at Birmingham-Southern College. The college currently is observing its Christmas holiday Break until monday morning, january 2. If you need immediate assistance during this time, you may contact our Campus Police Office at 205-226-4700, or you may try my cell phone at 205-xxx-xxxx. Otherwise, leave a message at the tone and I will look forward to returning your call on january 2.

http://www.bsc.edu/administration/it/



http://www.bsc.edu/

42

CONtACtSnow you have the standards needed to be a part of this effort in maintaining the

BSC brand. At this point, you’ve probably realized that a brand isn’t a wordmark

or school color. It’s many elements that collectively identify the unique entity,

BSC. just like any great resource, this guide will be updated to reflect the latest

standards and guides, so check the Office of Communications’ Web site before

beginning new projects. For any additional information call Communications

at x4902 or e-mail [email protected].


43


All departments, offices, special programs and centers should consult with the Office of Communications and/or the

Campus Print Shop before starting projects, including design, production, printing, art, photography and online/video

production. Please always consult with Communications initially, even when the funding is provided

by a donor.

Working with Communications and adhering to visual standards help Birmingham-Southern achieve an effective,

efficient and cost-conscious communications program.

An online version of this manual can also be found on the BSC Web site at www.bsc.edu/communications/downloads.

office of Communications

Stockham Building, room 15

226-4901

[email protected]

Public relations & marketing Communications Consulting/

Photography/Video Production

web Site/New Media


226-7790

[email protected]

Online marketing/Development

Contacts

thE OFFICE OF COMMuNICAtIONS AND RELAtED SERVICES

Publications


226-4902

[email protected]

Graphic Design/Layout/Concept Development/

Visual Identity System Consulting

Department of Print Services

Stephens Lab Building, Ground Floor

226-4848

[email protected]

Printing/Digital and Offset Presses/Binding/

Banners-Posters

http://www.bsc.edu/communications/downloads





visual identity system manual - birmingham-southern … › policies › visual › files › assets...

Documents