BRANDING GUIDE

Visual Identity

This guide is designed to help everyone at Principia present our visual identity in a consistent way in all communication materials.

If you have questions or need assistance, please contact the Marketing Department at marketing@principia.edu. You can also learn more online at www.principia.edu/marketing.

02 WHAT IS A BRAND?03 The Value of Visual Identity Standards

04 PRINCIPIA’S VISUAL IDENTITY (LOGOS)05 The Seal08 Wheat09 Wordmarks13 Athletic P14 Panther Art15 Panther Art + Athletic Typography

16 INSTITUTIONAL COLORS17 Complementary Palettes

18 TYPOGRAPHY

19 Best Practices

20 IDENTITY MATERIALS20 Letterhead21 Business and Note Cards22 Digital Letterhead and PowerPoint Templates

23 CONTACT

TABLE OF CONTENTS

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A brand is much more than a logo, a name, or a communications platform, though all of these contribute to a brand’s success. A brand grows out of the core values and working philosophy of an organization. It should reflect the passion people bring to their work and the inspiration that unites them in a common purpose. A brand distinguishes an organization, communicating what it stands for, defining the positive experiences someone can expect, and setting it apart from others in its sector.

Principia has a rich history and unique mission—“to serve the Cause of Christian Science through appropriate channels open to it as an educational institution” (Education at The Principia, p. 228). This mission has guided the institution for over 110 years. Effectively managing Principia’s brand plays a vital role in shaping others’ perception of our institution and engaging our students, parents, donors, alumni, faculty, staff, and the larger Christian Science community locally and abroad. Accurately communicating and protecting our brand are essential to supporting Principia’s current strategic vision and ensuring the institution’s viability far into the future.

WHAT IS A BRAND?

Branding began as a way to tell one person’s cattle from another’s by means of a hot iron stamp.

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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 present our visual identity in a consistent way in all communication materials.

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 from its competitors in a consistent and effective manner• reinforce Principia’s brand, which, in turn, will support the institution’s growth and strategic objectives

THE VALUE OF VISUAL IDENTITY STANDARDS

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Principia’s visual identity is distinguished by three specific marks or logos:

1. The Principia Seal One official seal represents all branches of The Principia. It includes the institutional logotype (“The Principia”), the year the institution was established (1898), and Principia’s motto, “As the sowing, the reaping.”

2. The Principia Wordmarks Three wordmarks represent the three distinct branches of Principia: an overarching institutional wordmark, “The Principia”; a College wordmark, “Principia College”; and a School wordmark, “Principia School.” These wordmarks use a specific visual typeface that cannot be replicated from any available font, so the correct artwork must always be used.

3. The Athletic P Two official P’s represent College and School athletics. The Principia School P is gold with a blue outline surrounding the letter. The Principia College P is blue with a gold outline and a gold circle that must always appear with and surround the P. These P’s cannot be replicated from any available font, so the correct artwork must always be used.

PRINCIPIA’S VISUAL IDENTITY (LOGOS)

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OLD SEAL UPDATED/REVISED SEAL

CORE DEFINING ELEMENTS

The Principia seal consists of a sheaf of wheat, the insitution’s wordmark, the year Principia was established, and our motto, “As the sowing, the reaping.”

The default size of the seal should be a height of 1.25” for printed materials in order to present a consistent visual identity. In some in-stances, the wordmark may be presented in other sizes; however, it should never be reduced beyond .875” in order to preserve legibility. It should not be redrawn, digitally manipulated, or altered in any way, and it must always be used from a digital master file. The seal is available in eps and jpeg formats.

You can find the seal under Graphic Standards and then Logo Standards on the Marketing Department website: www.principia.edu/marketing.

THE SEAL

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The seal can appear in the colors shown here: black, reversed out to white, or as a duotone image with Principia blue (295 PMS), Principia gold (872 PMS). For more information on institutional colors, see page 16.

THE SEAL

1.25” default height

1.25” default height

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THE SEAL—MAINTAINING THE EXCLUSION ZONE

In order to maximize its visual presence, the seal requires a surrounding area clear of any other graphic elements or text. This area is known as an exclusion zone. Allowing for the exclusion zone is essential to preserving the look of the seal, so the exclusion zone must be maintained at all times.

The minimum exclusion zone is 1/4” on each side of the seal. This minimum clearance protects the seal. It’s fine to use a larger exclusion zone, but never less than 1/4” of clearance on all sides.

The seal is used on many different printed materials, products, and webpages. The exclusion zone must be preserved in each instance in order to give the seal clarity and presence across a variety of platforms.

The exclusion zone is a minimum amount of clearance, not a placement guide. For guidance in positioning the seal with a wordmark (and possibly a depart-ment name), please see page 11.

.25” exclusion zone

.25” exclusion zone

.25” exclusion zone.25”

exc

lusi

on z

one

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WHEAT

cropping zone

cropping zoneThe sheaf of wheat should never be used by itself as a substitute for the seal. The Principia seal should always be used as a whole, including the wordmark, date, and motto.

The sheaf of wheat can sometimes be used as a graphic device or watermark in printed publications where there are no images to complement the text. In this case, it should typically be cropped, used as a watermark, and printed bleeding off the page, extending upward from the bottom, right corner.

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WORDMARKS

A wordmark is a stylized treatment of an institution’s name. Principia’s main wordmark is designed to reflect its unique identity as the only School and College for Christian Scientists in the United States. The wordmark is based on the lettering created for the original sign welcoming people to Principia’s “country” campus.

The wordmark was created to reproduce well in a range of different sizes, colors, and formats. Alteration or improper use of the wordmark can diminish its value and dilute Principia’s visual brand. The wordmark is a custom-designed element with set spacing and formatting. No typeface can replicate it, so the wordmark should always be reproduced using an approved electronic file.

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WORDMARKS

Principia has three official wordmarks: “The Principia,” “Principia School,” and “Principia College.” The School and College wordmarks have both linear and stacked formats.

You can find Principia’s offical wordmarks under Graphic Standards and then Logo Standards on the Marketing Department website: www.principia.edu/marketing.

Sta

cked

Ver

sion

Sta

cked

Ver

sion

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WORDMARKS—USED WITH THE SEAL

The options below show the only acceptable uses of the seal with a wordmark. The seal should never be used with more than one wordmark at a time.

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OFFICE OF THE COLLEGE PRESIDENT

WORDMARKS—USED WITH DEPARTMENT LOGOS

Department and office names tied to the College and/or School wordmarks are available from Principia’s Marketing Department.

Department logos that include the seal are preferred over the logo without the seal. However, when situations arise where the seal would not reproduce well, it should be removed. Examples with and without the seal are provided here.

DEPARTMENT NAME GOES HERE

DEPARTMENT NAME GOES HERE

DEPARTMENT NAME GOES HERE

DEPARTMENT NAME GOES HERE

DEPARTMENT NAME GOES HERE

DEPARTMENT NAME GOES HERE

Official P

residental S

eal - to be used

by the

office of the College P

resident only.

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PRINCIPIA COLLEGE ATHLETIC P

The Principia Collegel P is defined as a ‘P’ with an outer circle surrounding it. The circle and P have a gold outline and the P has a navy fill, while the circle fill color should remain white. This ‘P’ cannot be replecated with any standard font, and must be reproduced using the artwork found on the Marketing website.

PRINCIPIA SCHOOL ATHLETIC P

The Principia School P is defined as a stand alone ‘P’ with navy outline and gold fill. This ‘P’ cannot be replecated with any standard font, and must be reproduced using the artwork found on the Marketing website.

The Principia Athletic P is to be used exclusively by the School and College Athletic Departments. The Athletic P must not be modified in any way. No other logos—such as the College or School wordmark or the Principia Panther—should be used in place of the School and College Athletic P, and no other departments should use the Athletic P as a brandmark.

You can find the Athletic P logos under Graphic Standards and then Logo Standards at www.principia.edu/marketing. For assistance or questions, please contact the Marketing Department at marketing@principia.edu.

ATHLETIC P

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PANTHER ART

The Principia Panther is the official mascot for Principia School and College. 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 and must be used in the format provided. If you have questions, would like to explore potentially acceptable variations, or want to discuss proper uses of this art, please contact the Marketing Department at marketing@principia.edu.

You can find the Panther artwork under Graphic Standards and then Logo Standards at www.principia.edu/marketing.

Standard Panther Head

One-Color Format

Standard Panther Paw (in the only three acceptable colors)

15PANTHER ART + ATHLETIC TYPOGRAPHY

Standard School Panther Art

Standard College Panther Art

ATHLETIC TYPOGRAPHYPrincipia uses two standard athletic typefaces: Freshman and Nevis. Please contact the Marketing department, or have your vendor work directly with the Marketing department to get these font files.

FRESHMAN NEVIS BOLD

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Pantone 872 CCMYK: C=20 / M=30 / Y=70 / K=15RGB: R=180 / G=151 / B=90WEB: #a3874a

Pantone 295 CCMYK: C =100 / M=87 / Y=33 / K=23RGB: R=28 / G=53 / B=100WEB: #003366

Principia has two core institutional colors—a specific gold and blue—that represent the School and College. These form the color base for Principia and should be used for standard corporate communications.

A set of tonally brighter and muted colors has been developed to complement our two core colors. These complementary palettes can be found on the next page.

EXPLANATION OF THE COLOR BREAKDOWNSPantone: Spot color use for off-set printingCMYK: Process color used for digital and off-set printingRGB: Digital and photo printingHexadecimal: web color

INSTITUTIONAL COLORS

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Adobe Garamond Pro

RegularItalicSemiboldSemibold Italic

BoldBold Italic

Arial

NarrowRegularItalicBold

Bold ItalicBlack

Times New Roman

RegularItalicBoldBold Italic

Helvetica Neue

Ultra LightUltra Light ItalicLightLight Italic

RegularItalicMediumBold

Bold ItalicCondensed BoldCondensed Black

TYPOGRAPHYPrincipia uses two standard typefaces: Adobe Garamond Pro (a serif font) for body copy and Helvetica Neue (a sans serif font) for headlines and pull-quotes. These are recommended as the primary fonts in all print publications developed on a Macintosh. For written communications or publications developed on a PC, the standard typefaces are Times New Roman (a serif font) for body copy and Arial (a sans serif font) for headlines and pull-quotes.

Mac

Use

rsPC

Use

rs

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UNJUSTIFIED TEXT

Always use unjustified text, which produces a ragged left margin as shown below:

The quick brown fox jumpedover the lazy dog. The quickbrown fox jumped over thelazy dog. The quick brown foxjumped over the lazy dog. Thequick brown fox jumped overthe lazy dog. The quick brownfox jumped over the lazy dog.

BODY COPY SIZE

The institutional standard size for body copy is 11 pt.

The maximum body copy size should not exceed 12 pt. and should never be smaller than 10.5 pt.

The quick brown fox jumpedover the lazy dog. The quickbrown fox jumped over thelazy dog. The quick brown fox jumped over the lazy dog. The quick brown fox jumped over the lazy dog. The quick brown fox jumped over the lazy dog.

READABILITY

Lowercase letters, with their ascenders and descenders, make it easy for the eye to process word formations.

UPPERCASE LETTERS HAVE NO VARIETY OR OUTLINE AND THEREFORE ARE HARDER TO READ.

If necessary, headlines may use all uppercase letters. Never use all capital letters in body copy.

BEST PRACTICES

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

IDENTITY MATERIALS—LETTERHEAD

13201 Clayton Road 314.434.2100St. Louis, MO 63131 www.principiaschool.org

13201 Clayton Road 314.434.XXXX Toll Free: 800.XXX.XXXXSt. Louis, MO 63131 Fax: 314.XXX.XXX www.principia.edu/customizedlinkifneeded

OFFICE OR DEPARTMENT NAME ONE OR TWO LINES

Personalized Phone NumberCustomized Letterhead Information

Principia School letterhead does not have a customized option.

Toll-Free Number If Needed

Fax or Toll-Free Number Customized URL Link or Site

One Maybeck Place 618.374.2131Elsah, IL 62028 www.principiacollege.edu

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

Customized letterhead, envelopes, business cards, and note cards can be ordered through the Principia Copy Center.

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BUSINESS CARDS

The 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, department, title, office number, cell number (if desired), toll-free number (if applicable), fax number (if applicable), and your e-mail address.

To obtain business cards, please fill out the Copy Shop order form at www.principia.edu/copyrequest.

Firstname, LastnameDepartmentTitle

One Maybeck Place, Elsah, IL 62028

Office: 000.000.0000 Ext. 0000 Cell: 000.000.000Toll-Free: 800.000.0000 Ext. 0000 Fax: 000.000.000

first.last@principia.edu

Firstname, LastnameDepartmentTitle

13201 Clayton Road, St. Louis, MO 63131

Office: 000.000.0000 Ext. 0000 Cell: 000.000.000Toll-Free: 800.000.0000 Ext. 0000 Fax: 000.000.000

first.last@principia.edu

Firstname, LastnameDepartmentTitle

One Maybeck Place, Elsah, IL 62028

Office: 000.000.0000 Ext. 0000 Cell: 000.000.000Toll-Free: 800.000.0000 Ext. 0000 Fax: 000.000.000

first.last@principia.edu www.principia.edu

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NOTE CARDS AND THANK YOU CARDS

The Copy Center can create personalized cards based on the template below. Personalized note cards include first and last name only 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 a blank inside (personalized messages can be requested via the Copy Center).

To obtain note and thank you cards, please fill out the Copy Shop order form at www.principia.edu/copyrequest.

FirstNAME LAstNAME

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DIGITAL LETTERHEAD AND PPT PRESENTATIONS

Principia letterhead templates should be used for official digital communications. (These are Microsoft Word document templates.) Either substitute your department name for the line that says “Department name goes here,” or delete that line entirely. In addition, be sure to delete the reminder about what font to use.

A PowerPoint presentation template is also available.

You can find Principia’s digital letterhead and PowerPoint templates under Graphic Standards and then Templates on the Marketing Department website: www.principia.edu/marketing.

You can find all necessary downloads, files, additional branding details, and related information on the Marketing Department website: www.principia.edu/marketing.

For branding questions, assistance with logos and files, or for design support, please contact the Marketing Department at marketing@principia.edu.

In addition, please contact the Marketing Department for all external marketing projects (i.e., those going to an off-campus audience); any projects involving integrated communications strategies, planning, and consulting; all online marketing via Principia’s website and social media outlets; advertising; brand management; direct marketing; and publication and print design.

For design projects specific to Principia’s internal audience (faculty, staff, and students) or for general copy projects, contact the Principia Copy Shop, located on the College campus. You can find information about and submit requests for services online at the Copy Shop’s website: www.principia.edu/mailcopy.

Copy Shop requests might include, but are not limited to, copy projects, business cards, letterhead and envelope orders, and the design of flyers or programs for on-campus activities and athletic events at the School or College.

CONTACT

www.principia.edu/marketing