BRAND GUIDELINES - South Puget Sound Community … GUIDELINES. 1. Our Brand Defined. 3 1.1 What is a brand’s personality? Just like every person has a personality, every organization

BRAND GUIDELINES

1. Our Brand Defined

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1.1 What is a brand’s personality?

Just like every person has a personality, every organization has a brand. You can’t not have one. But, a brand is more than a logo; it’s who we are or, more specifically, the way that our audience understands us.

From our business cards to our advertising to the way we answer the phones, this document will help ensure that each touch point with our students, staff, competitors and business partners reflects our brand.

When we understand and embrace our brand, we can use it to guide our communications, connect with our audiences and be intentional with our decisions. By purposely utilizing our brand each day, we build consistency within our organization, and trust with our students and business partners.

TODAY, AND MOVING FORWARD, A GOOD BRAND WILL:

Accurately represent us,

Appeal to our target audiences,

And differentiate us from our competition.

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1.2 Our Position & Promise

Positioning StatementIt’s a little crazy out there. Let’s get you the skills and tools you need to get the job and life you want. At SPSCC, we focus on what comes next. Whether you know where you’re going or need some extra guidance to find your destination, we offer the skills, resources and simplicity you’re looking for to help you get there. There will be late nights, tough days and moments where you think you can’t. But, at SPSCC we offer the skills and programs you need to hear the words “you’re hired.”

Brand PromiseHigher education that works for you.

Brand Value PropositionWe provide higher education that works for you. As a community college, we serve just that – the community. This means that we focus on the needs of employers just as much as our students, knowing that their relationship with each other is what matters most.

We do this through our three core themes:

Academic Transfer Education – provide educational programs and services that prepare for associate degrees and transfers to baccalaureate institutions.

Workforce Education – work in partnership with business and industry to provide educational programs and services that prepare for employment.

Support Student Success – provide educational programs and services that ensure and prepare for ready access to, retention in, and completion of postsecondary educational goals.

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1.3 Putting it together…

Living our brand means putting these tools to work. We are responsible for our brand. We must be its champion. We do this not only through our marketing, but also by our actions.

We try to exemplify our key values in everything we do.

Simplicity: Achieving your goals can be a challenging, frustrating and seemingly insurmountable process. SPSCC looks to be your safe harbor in what can be the most difficult time in your life. By focusing on the clearest path from Point A to wherever your Point B is, we can help students focus more on learning new skills and less on paperwork.

Connections: At SPSCC we are focused on building a network that benefits not only our students, but area employers and the local community as a whole. We submerge ourselves in the needs of the employment community. By creating hands-on, job-skill focused learning opportunities for our students, we’re building a talent pool that’s tailor-made for employers in our area. We build our curriculums and frameworks around what employers are actually looking for.

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1.3 Putting it together…

High-energy / Upbeat: Come to SPSCC and get happy. Every single student who comes to our campus is looking for their own pathway to happiness. Our job is to guide them there. With this in mind, it’s no wonder that both our faculty and staff are incredibly passionate and dedicated to what we do.

Professionalism: We are good at what we do. We provide education of the highest quality on a conveniently located campus and we do so without complicating the process unnecessarily. We value efficiency, effectiveness and practicality in our methodology. This sense of credibility and professionalism directly impacts the experiences of our students.

Nimble: The employment market is changing, and no one is more aware of that than the faculty and staff of SPSCC. Because of that, we focus on adapting our programs and certifications to meet the needs of that market. We constantly adapt, modify and hone our offerings to ensure that our final products – our students – are exactly what employers are looking for and that much more.

2. Verbal & Written Communications

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2.1 Key Principles

Getting to the “good life” is about more than getting a specific degree or certification. But that degree or certification can certainly help.

ALONG THE WAY, SPSCC ENSURES THAT STUDENTS FROM ALL WALKS OF LIFE GAIN THE FOLLOWING:

1. A feeling of security in where they’re going and how they’re getting there

2. Enthusiasm and excitement about the opportunities ahead

3. Confidence in their own abilities, skills and trades

AND GETTING RID OF:

1. Frustration: “I’m stuck, and I can’t seem to get unstuck.”

2. Anxiety: “How am I supposed to pay for both college and day care?”

3. Lack of direction

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2.2 Tone, Manner & Meaning

Our tone, manner and meaning should always be… 1. Fun!

2. Upbeat!

3. Approachable and welcoming

4. Practical and to the point

5. Sense of expertise

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2.3 Messaging

It’s a little crazy out there. Let’s get you the skills and tools you need to get the job and life you want.

At SPSCC, we focus on what comes next. Whether you know where you’re going or need some extra guidance to find your destination, we offer the skills, resources and simplicity you’re looking for to help you get there. There will be late nights, tough days and moments where you think you can’t. But, at SPSCC we offer the skills and programs you need to hear the words “you’re hired.”

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2.4 Headlines, Body Copy & Tagline

Headlines 1. My advisor showed me the way, now I’m connecting the dots.

2. We translated my skills into a career. (Veteran)

3. Network with more than just circuits.

Body CopyAt SPSCC we focus on getting students ready for today’s in-demand career fields. With a network of employers and educators supporting both our main and extension campuses, we offer the skills and programs you need to hear the words “you’re hired.”

TaglineThe skills you need for the life you want.

3. Logo Use

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3.1 The Logo

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3.2 Logo Family

OFFICIAL UNIVERSAL LOGO ACRONYM LOGO

HORIZONTAL LOGO

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3.2 Logo Family

FOUNDATION LOGO: HORIZONTAL

FOUNDATION LOGO: ACRONYM / VERTICAL

FOUNDATION

FOUNDATION

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

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

Using the Elements SeparatelyOnly in special cases should the logo mark be separated from the typography

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

3.3 Proper Use - Main Logo

SOLID VERSION

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



3.4 Proper Use - SPSCC

SOLID VERSION

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



3.5 Proper Use - Foundation

SOLID VERSION

FOUNDATION

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3.7 Improper Use

CONDENSED

EMBELLISHED

STRETCHED

TILTED

CHANGING COLORS

CHANGED FONT

POOR CONTRAST

DISTRACTING BACKGROUND

Do not use the logo in the following ways:

South Puget SoundCOMMUNITY COLLEGE

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3.8 Logo Applications

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

Negative Color LogoIn times when the background is too dark to use the positive color logo use the negative color logo.

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

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

POSITIVE COLOR LOGO NEGATIVE COLOR LOGO

POSITIVE GRADIENT LOGO NEGATIVE GRADIENT LOGO

POSITIVE BLACK AND WHITE LOGO NEGATIVE BLACK AND WHITE LOGO

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3.9 Brand Color Pallet

Pantone 293 C Pantone 285 C Pantone 425 C

Pantone 347 C Pantone 361 C Pantone 7597 C

Pantone 151 C Pantone 137 C

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Color communicates. It serves as shorthand for interpreting personality.

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

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

The following formulas should be used for color builds.

3.10 Logo Colors

Pantone 285 C

Pantone 293 C

Pantone 425 C

PRIMARY COLOR

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

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

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

SECONDARY COLORS

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Secondary colors add a pop of energy to the brand.

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

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

The following formulas should be used for color builds.

3.11 Branded Complimentary Color Pallet

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

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

PANTONE: 7597CMYK: 0/69/83/18RGB: 209/65/36HTML: #CC3333

PANTONE: 151CMYK: 0/49/100/0RGB: 255/130/0HTML: #FF9900

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

4. Design Standards

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4.1 Typography – San Serif Headlines

Proxima NovaProxima Nova (2005) straddles the gap between typefaces

like Futura and Akzidenz Grotesk. The result is a hybrid

that combines modern proportions with a geometric

appearance.

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZProxima Nova ExtraBold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZProxima Nova Bold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZProxima Nova Semibold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZProxima Nova Regular

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZProxima Nova Light

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZProxima Nova Thin

THE SKILLS YOU NEED for the life you want.

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4.1 Typography – Serif Headlines

CambriaCambria (2004) is a transitional serif typeface

commissioned by Microsoft and distributed with

Windows and Office.

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

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZCambria Bold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZCambria Bold Italic

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZCambria Regular

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZCambria Italic

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZCambria Math

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4.2 Typography – Body Copy

Arial A contemporary sans serif design, Arial contains more

humanist characteristics than many of its predecessors and

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

of the twentieth century. The overall treatment of curves

is softer and fuller than in most industrial style sans serif

faces. Terminal strokes are cut on the diagonal which helps

to give the face a less mechanical appearance.

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZArial Bold


abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZArial Regular


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4.2 Typography – Body Copy

Adobe GaramondGaramond’s letterforms convey a sense of fluidity and

consistency. Some unique characteristics in his letters are

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

extenders and top serifs have a downward slope.

Garamond is considered to be among the most legible

and readable serif typefaces for use in print (offline)

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

eco-friendly major fonts when it comes to ink usage

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZAdobe Garamond Bold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZAdobe Garamond Bold Italic

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZAdobe Garamond Semibold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZAdobe Garamond Semibold Italic

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZAdobe Garamond Regular

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZAdobe Garamond Italic

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4.3 Typography – Digital

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

most popular web fonts, in use on thousands of websites

around the world.

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZProxima Nova ExtraBold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZProxima Nova Bold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZProxima Nova Semibold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZProxima Nova Regular

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZProxima Nova Light

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZProxima Nova Thin

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4.4 Photography

Come to SPSCC and get inspired. Every single student who comes to our campus is looking for their own pathway to happiness. Our job is to guide them there. With this in mind, it’s no wonder that both our faculty and staff are incredibly passionate and dedicated to what we do.

Natural: Photos should include natural elements to show the beauty and greenery of the campus.

Warm: Photos should have a feeling of warmth to reflect the feeling you get on campus.

Focus on individual: Photos should have a direct focus on the person with a blurred background.

5. Stationery

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5.1 Letterhead

2011 Mottman Road SW | Olympia, WA 98512

www.spscc.edu

NameTitle

p 360.596.XXXX f 360.596.XXXXe [email protected]

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5.2 Business Cards

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5.3 Envelope #10

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5.4 Card

6. Clipper Athletics

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6.1 Clipper Athletics Logo

CLIPPER ATHLETICS: MAIN LOGO

CLIPPERS: ICON COLOR VARIATIONS

CLIPPERS: SPORTS LOGOS

Men’s Soccer

CLIPPERS: LOGO WITH COLLEGE NAME CLIPPERS: LOGO WITHOUT COLLEGE NAME

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6.2 Clipper Athletics Typography

SofachromeSofachrome is a bold and dynamic font that carries the

Clipper Athletics brand forward. This font it to be used for

headlines, titles and logos only.

ABCDEFGHIJKLMNOPQRSTUVWXYZSofachrome regular

ABCDEFGHIJKLMNOPQRSTUVWXYZSofachrome italics

Striving to be the best place for a student-athlete to achieve greatness.

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6.3 Clipper Athletics Typography

Arial This font is to be used for body copy.

A contemporary sans serif design, Arial contains more

humanist characteristics than many of its predecessors and

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

of the twentieth century. The overall treatment of curves

is softer and fuller than in most industrial style sans serif

faces. Terminal strokes are cut on the diagonal which helps

to give the face a less mechanical appearance.





BRAND GUIDELINES - South Puget Sound Community … GUIDELINES. 1. Our Brand Defined. 3 1.1 What is a brand’s personality? Just like every person has a personality, every organization

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