MARKETING & COMMUNICATIONS BRANDING AND STYLE GUIDE August 2014
MARKETING & COMMUNICATIONS BRANDING AND STYLE GUIDE
August 2014
MWCC Marketing & Communications Branding and Style Guide | August 2014 © MWCC 2014. ALL RIGHTS RESERVED. 2
Marketing Services
Requesting Projects ................................................................... 3-4
Resources & Templates
Lead Time & Marketing Request Form.............................................5 Publication Templates & Logo Downloads ........................................6 Business Cards .............................................................................6
Brand Management Publication Requirements..............................................................7 Writing Style Guides......................................................................7 In-body Email Stucture .................................................................8 Email Signature Block ...................................................................8 General Guidelines ........................................................................9
Logos Department Logos ..................................................................10-13 Campus Logos ............................................................................14 Logo Alternative Colors ................................................................15 Logo Alterations ..........................................................................16
Colors & Typography Color Palette ..............................................................................17 Using The Color Palette ...............................................................18 Typography .................................................................................19 Using Color & Fonts ....................................................................20
Website Guidelines ....................................................... 21
Contact Information ....................................................... 21
Marketing Services OverviewThe Mount Wachusett Community College
Marketing & Communications Division
strategically positions and effectively
communicates with the community, students,
prospective students, and other constituents.
Through the creation of well-defined integrated
marketing initiatives, the division assists units
of the college with effective promotion and
awareness of our services and programs.
The Marketing and Communications Division
works closely with all offices, departments and
divisions campus-wide to develop plans to:
• Promote MWCC news, events, and programs
• Determine campaigns and optimize media channels to reach target audiences
• Enhance the positive image of MWCC with its diverse audiences
• Consistently communicate the college’s brand and values
Identity your need(s) and establish a budgetOur staff is eager to assist the campus community with:
• Marketing Planning • Media Relations • Graphic Design • Publications • Publicity
• Photography • Advertising • Press Releases • Collateral • Social Media
• Editing • Direct Mail • Business Cards • Website Content • Website Design
Meet with us:If you need assistance deciding which marketing materials are needed, please schedule a meeting through Joyce
Cormier at Ext. 122 or marketing @mwcc.mass.edu. Please allow enough time in advance so we can develop a
plan tailored to your needs.
Budget:The Marketing & Communications Division financially supports college-wide enrollment initiatives; therefore, any
program level event needing to be promoted will need to be funded by your department or grant. Please be sure to
indicate a budget, which will help us develop an effective plan for you.
Get your project startedVisit mwcc.edu/marketing to fill out the online Marketing Request From.
Here you may also:• Download pre-branded templates for brochures, postcards, flyers, posters, PowerPoint slides, etc.• View “how to” tutorials on WordPress and template toolkit training• Download MWCC official logos• View estimated pricing for marketing materials• View and download images through MWCC’s photo library• Browse through current and past marketing campaign collateral
• Review MWCC’s marketing plans
Submit Your Marketing Request Form • Submitting a complete online request form will automatically enter your request into the production queue for
review and approval.
• Paper request forms should be returned to the Marketing & Communications Division in
room 118 or emailed to [email protected].
MARKETING SERVICES | requesting projects
Step 1
Step 2
Step 3
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MWCC Marketing & Communications Branding and Style Guide | August 2014 © MWCC 2014. ALL RIGHTS RESERVED. 4
Printing & Mailing a. For requests requiring printing, you will need to contact Print Services to schedule time in the print shop.
For larger, more complex pieces where a third party print vendor is needed, we can coordinate the
production for you.
b. If you are creating a mailed piece, you will also need to contact the mail room to schedule your mail delivery.
Content Creation, Design & FormattingYou know your content best. Please submit content for your communication via email to
[email protected]. It is essential that all content is delivered in a complete and accurate format. If other
individuals or offices need to approve your content, make sure they have reviewed and approved all content before
it is emailed to us. Once all content is submitted, we will begin formatting and designing your piece.
1st Draft & Proof Review When ready, we will send you a first draft for your review. At this stage, there should be no substantial changes
unless something factual has unexpectedly changed. Your proofreading should include verification of correct
spelling of names, dates, fees, course titles, telephone numbers, email addresses, etc. Also, please ensure that
everyone who needs to approve the material has carefully reviewed it and offered their feedback before you return
the proof. After careful review, please mark up any edits and return them to us. There may be a few rounds of
proofing until we gain your final approval.
Final ApprovalOnce we receive your final approval, we will take all necessary steps to complete the project and send a final file to
you or the outside vendor.
Inventory of Your PublicationOnce your material is printed and delivered, you are responsible for organizing, storing, and monitoring its
inventory. Please inform the Marketing & Communications Division before you run out to allow enough lead time
and budget to accommodate reprinting.
Step 8
Step 4
Step 5
Step 6
Step 7
For Print Ads
Due to its expensive
nature, college
advertising is typically
to support college-wide
initiatives such as
enrollment, recruitment
or college awareness
efforts. All college
advertisements are
developed, budgeted
and approved through
the Marketing &
Communications
Division exclusively.
MARKETING SERVICES | requesting projects (continued)
A key factor for a successful
project is allowing for ample
lead time.
The chart to the right gives the
approximate lead time needed by
the Marketing & Communications
Division to complete your project.
A Marketing & Communications
Request Form must be completed
prior to requesting a job. Visit
mwcc.edu/marketing/request to
fill out the online form. If you
have questions or need help,
please contact the Marketing
Division to set up a time to meet.
Online Marketing & Communications Request Form:mwcc.edu/marketing/request
*Time for design & proofing only. Does not include printing & mailing time. Please factor extra time accordingly.
RESOURCES & TEMPLATES | lead time & request form
SAMPLEMWCC Marketing & Communications Branding and Style Guide | August 2014© MWCC 2014. ALL RIGHTS RESERVED.5
Printed Material3 Weeks*
Social Media Posts1–2 Weeks
Publication6–8 Weeks*
Event Publicity3–4 Weeks
Press Release3–4 Weeks
Emergent NewsCall x547
New Web Page2–3 Weeks
E-sign Posts2 Weeks
REQUIRED LEAD TIMES
MWCC Marketing & Communications Branding and Style Guide | August 2014 © MWCC 2014. ALL RIGHTS RESERVED. 6
RESOURCES & TEMPLATES | business cards
Business cards are currently produced in-house.
To obtain new business cards, please visit
mwcc.edu/marketing/request
Business cards take approximately 3-4 weeks to
process, design and print.
RESOURCES & TEMPLATES | publication & logo downloads
To maintain brand consistency, Marketing has created several ready-made branded templates
and logos for your use.
The MWCC logo is our institution’s signature and the primary consistent imagery for the college.
As such, we have strict requirements on how the logo can and cannot be used. To that end,
we’ve created a repository of approved logos in a variety of sizes and colors available for you to
download. These are the only logos that can be used. If you have a different need than what we
have available, please contact the Marketing & Communication Division to assist you.
Any piece not created directly by the Marketing & Communication Division should be emailed to
[email protected] for review before it is printed or distributed. Please allow two to five
business days to receive feedback.
Template Downloadsmwcc.edu/marketing/toolkit
Logo Downloads:mwcc.edu/marketing/guide
Online Business Card Form
Visit mwcc.edu/marketing/
request and fill out the
request form to order your
business cards. SAMPLE
1. College logo
2. Web address: mwcc.edu (do not use the www. prefix)
3. Affirmative Action/Equal Opportunity Statement (three options)• MWCC seeks to provide equal educational and employment opportunities and
does not discriminate on the basis of age, ancestry, color, creed, disability, genetic information, gender, marital status, race, religion, national origin, sexual orientation, veteran status, or any other protected classes.
• Affirmative Action/Equal Employment Opportunity Institution
• AA/EEO Institution
4. For Events | Accommodation Statement• If you have a disability and may require accommodations to participate fully in
the program, please contact the program director to discuss your specific needs. In some cases, a two week notice may be necessary.
Note: Accommodation Statement required on invitations
Invitations to events sponsored by MWCC must include the above accommodation statement.
5. For Academic Certificate Material | Gainful Employment Statement• Programs are continually evaluated, changed, and added. To learn more about
all of MWCC’s academic programs and gainful employment information, please visit mwcc.edu/programs.
Note: The Gainful Employment Statement is required on any piece that mentions academic certificates
6. Pieces not created directly by the Marketing & Communication DivisionEmail to [email protected] for review before it is printed or distributed. Please allow two to five business days to receive feedback.
BRAND MANAGEMENT | publication requirements
Additional ResourcesVisit mwcc.edu/marketing/
guide for a reference list
of MWCC’s most common
grammar, punctuation and
spelling standards.
Graphic requirements for
all print and electronic
communications are listed to
the right. By implementing
these standards, we reinforce
the college’s brand identity and
ensure consistency and uniform
branding for the college.
BRAND MANAGEMENT | writing style guides
Consistency with grammar and style is paramount. Two standard reference guides are suggested for staff writing:
• The AP Style Guide (for press releases and newspaper articles)
• The Chicago Manual of Style (for publications)
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MWCC Marketing & Communications Branding and Style Guide | August 2014 © MWCC 2014. ALL RIGHTS RESERVED. 8
BRAND MANAGEMENT | in-body email & signature structure
CORRECT INCORRECT
Good Morning Jane Doe,
Attached you will find the document you had requested. Please take a moment to review and let us know if you should need any additional
changes. Thank you!
--
John DoeJob Title Goes Here978-630-0000 | [email protected]
“Life is fantastic” - Sam DoePlease consider the environment, don’t print this email.
XGood Morning Jane Doe,
Attached you will find the document you had requested. Please take a moment to review and let us know if you should need any additional changes. Thank you!
John Doe, Ed.D.Director of Internal Systems
Mount Wachusett Community CollegeOffice of Admissions444 Green StreetGardner, MA 01440
P: 978-000-000 | F: 978-000-000E: [email protected]
Email Signature Block
Each employee’s email
set-up should be visually
identical to reinforce the
college’s branding.
Use only the following
fonts, size and color
when creating and
responding to an email.
Need help?
Contact the Marketing
& Communications
Division and we will be
able to assist you.
• Never use anything other than Arial font when writing an email.
• Only use black as the type color and do not add any additional copy such as quotes to the body of the email.
• The background of the email should remain white. Do not add any background images or color.
• Signature should be structured only using text.
• If you have a unique URL, which points to the Office of Admissions, Library, etc. you may add that extension. Otherwise use the default mwcc.edu
Font: Arial Type Size: 12pts Color: black
The Mount Wachusett Community College Logo
The logo and supporting elements are the
building blocks of the Mount Wachusett
Community College brand. Using them
consistently according to the guidelines on
these pages helps reinforce our college’s
brand.
General Guidelines:
The logo should always be used as it appears here (a few exceptions are shown on the following pages).
• Please do not alter the logo in any way. The logo must remain recognizable to serve its role as a powerful visual embodiment of our college.
• Don’t change the text, font, colors, or shape of the logo.
• Don’t reduce the logo to less than 2 inches wide and/or .5 inches high. Doing so makes it hard to read.
BRAND MANAGEMENT | general guidelines
MWCC Marketing & Communications Branding and Style Guide | August 2014© MWCC 2014. ALL RIGHTS RESERVED.9
MWCC Marketing & Communications Branding and Style Guide | August 2014 © MWCC 2014. ALL RIGHTS RESERVED. 10
fitness & wellness center
Departments are provided their own
customized MWCC logo to be used in
department-related promotional material
and communications. Departments are
required to use their approved MWCC
logo and may not alter it in any way.
• The department name is to be set accordingly:
Font: Trajan Pro
Style: Small Caps
Type Size: 9 points
Space above: .16”
• Department name should be left-aligned with the Mount Wachusett Community College text.
• Department names should not extend beyond the left edge of the text.
• When more than one line is required, the first line should not extend beyond the left edge of the text. Subsequent lines should not extend beyond the far right edge of the text (see example). Leading should be set to 13 pt.
In rare cases, Mount Wachusett Community College may create logos with exceptions to these rules to accommodate formatting considerations.
Alterations to logos must be approved by Marketing & Communications Division only.
One line department example, more than 12 characters
One line chapter example, 12 characters and under
Two line department example
LOGOS | department logos
marketing & communications
other name
8 pt
12 pt
12 pt
.16” between baseline of logo text and cap height of department name
.16” between baseline of logo text and cap height of department name
Specs are relative to a logo sized at 3” wide
Maximum line length for first and second line of department name
Capitalization | Trajan Pro font uses all caps and should be displayed like below
Punctuation | Avoid punctuation in acronyms (e.g. use “TRIO” not “T.R.I.O”).
Symbols | Use the ampersand symbol in lieu of using “and” (e.g. use “Access & Transition” not “Access and Transition”).
LOGOS | department logos (continued)
Academic Affairs
T.R.I.O
Access and Transition
X
X
X
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academic affairs
access & transition
trio
CORRECT INCORRECTX
LOGOS | department name (continued)
The strength of an
organization’s visual
brand lies in the
consistent use of each
element. Maintaining
the logo as originally
designed increases
recognition of MWCC’s
brand, and benefits
departments and the
central organization in
many ways (for example,
visual consistency
strengthens fundraising
and enrollment growth
efforts).
If your department
does not have a set
logo, please contact
the Marketing &
Communications Division
to obtain one
Marketing & Communications
Marketing & Communication
Marketing & Communications
Marketing & Communications
X
X
X
X
Fonts
The typefaces in our logo have been
customized for MWCC; do not change
the font of either “Mount Wachusett
Community College” or the department
name.
Graphics
Do not alter or add graphics to the logo.
Departments may include an additional
logo elsewhere in a layout, but not within
the logo itself.
Mount Wachusett Community College
MWCC Marketing & Communications Branding and Style Guide | August 2014© MWCC 2014. ALL RIGHTS RESERVED.12
department name
INCORRECTX
MWCC Marketing & Communications Branding and Style Guide | August 2014 © MWCC 2014. ALL RIGHTS RESERVED. 13
LOGOS | department name (continued)
The logo provided
to departments
should not be
altered in any way,
to avoid confusion
among members of
the general public.
X
X
X
X
X
Don’t add additional text to the logo.
Don’t reposition the chapter name.
Don’t change or add colors to the logo. Departments that want to use school colors may do so
using the guidelines on the following pages.
Don’t alter or replace text in the logo.
Don’t reduce the size of the logo to less than 2 inches wide, or .5
inches tall. People need to be able to read it!
Marketing & Communications
Start near. Go far.
Marketing & Communications
Marketing & Communications
Marketing & Communications @ Gardner
Marketing & Communications
INCORRECTX
MWCC Marketing & Communications Branding and Style Guide | August 2014 © MWCC 2014. ALL RIGHTS RESERVED. 14
LOGOS | campus addresses
Each campus location
has its own logo
including the address,
which is to be used on
return address labels,
letterhead and any
other application where
applicable.
To download a logo
including the campus
address visit
mwcc.edu/marketing/guide
444 Green St.Gardner, Massachusetts 01440
444 Green St. Gardner, MA 01440
X
X
Usage
Do not attempt to create your own
campus address logo. There are
several formats, which are available
for use on mwcc.edu/marketing.
If you have a unique situation or
are situated at a new location,
please contact the Marketing &
Communications Division.
Mount Wachusett Community College
Mount Wachusett Community College
444 Green Street, Gardner, MA 01440 100 Erdman Way, Leominster, MA 01453
326 Nichols Road, Fitchburg, MA 01420One Jackson Place 27 Jackson Road, Devens, MA 01434
gardner campus leominster campus
fitchburg campusdevens campus
CORRECT
INCORRECTX
LOGOS | alternative logo colors
In most
circumstances, the
standard full-color
MWCC logo should
be used. Please
note the following
exceptions.
• When printing in black and white, use the
grayscale version of the logo.
• When grayscale printing is not available, use
the 100% black version.
• The MWCC logo looks best on white or light
backgrounds. If you need to place the logo on
a dark background, use the white or “knocked
out” version of the logo.
• Do not alter the logo color even if it is MWCC
approved green and blue. The above examples
are the only alternative ways to display the logo
other than the full color logo.
Grayscale
Knocked out
100% black
X
MWCC Marketing & Communications Branding and Style Guide | August 2014© MWCC 2014. ALL RIGHTS RESERVED.15
CORRECT
INCORRECTX
MWCC Marketing & Communications Branding and Style Guide | August 2014 © MWCC 2014. ALL RIGHTS RESERVED. 16
LOGOS | logo alterations
• The MWCC logo seal may be used independently for some
application to accommodate size restriction. In most cases, use
the full college logo.
• You may not use the logotype instead of the complete logo.
The round graphic element must always accompany the words
“Mount Wachusett Community College.”
• Never place the symbol over the name
X
X
CORRECT
INCORRECTX
MWCC Marketing & Communications Branding and Style Guide | August 2014 © MWCC 2014. ALL RIGHTS RESERVED. 17
COLOR & TYPOGRAPHY | color palette
These guidelines will assist you
in creating quality print and
electronic communications for
Mount Wachusett Community
College that reinforce the
college’s brand identity. The
following pages contain color
usage guidelines and standards
for brochures, flyers, posters, etc.
By consistently implementing
the basic standards shown on
these pages, a uniform brand and
image will be communicated to
MWCC’s many audiences.
Top W: PMS 540
Bottom W: PMS 348
Primary color paletteUsed for logo and any materials.
Secondary color palette
Mount Wachusett Community College Spot Black
PMS 540 PMS 348 SPOT BLACK
PMS 143
CREDIT/ACADEMIC
PMS 305
NONCREDIT
PMS 389
COMMUNITY
PMS 108
STUDENT LIFE/SERVICES
PMS 7502
INSTITUTIONAL
COLOR & TYPOGRAPHY | using the color palette
Primary color palette• Use the blue and green in the
Primary Palette for headlines and
larger text.
• Use black for smaller body copy.
Secondary color palette
• A specific color palette has been
established to represent the five
main bucket services MWCC offers.
Please refer to the color in which
your department fits. If you have
any questions, please contact the
Marketing & Communications
Division.
Bucket descriptions
• Please refer to these main service
lists to determine which color your
department should use.
Questions? Contact us!
Pantone CMYKPMS 540 100,55,0,55
RGB HEX0,55,103 #00335B
Pantone CMYKPMS 348 100,0,85,24
RGB HEX0,135,82 #008751
Pantone CMYKSpot Black 0,0,0,100
RGB HEX0,0,0 #000000
MWCC Marketing & Communications Branding and Style Guide | August 2014© MWCC 2014. ALL RIGHTS RESERVED.18
PMS 348 SPOT BLACKPMS 540
Pantone CMYKPMS 143 0,35,85,0
RGB HEX246,160,77 #f6a04d
PMS 143
CREDIT/ACADEMIC
Pantone CMYKPMS 305 51,0,9,0
RGB HEX83,202,236 #53caec
PMS 305
NONCREDIT
Pantone CMYKPMS 389 20,0,85,0
RGB HEX208,223,0 #d0df00
PMS 389
COMMUNITY
Pantone CMYKPMS 108 0,6,95,0
RGB HEX255,221,53 #ffdd35
PMS 108
STUDENT LIFE/SERVICES
Pantone CMYKPMS 7502 0,8,35,10
RGB HEX206,184,136 #ceb888
PMS 7502
INSTITUTIONAL
CREDIT/ACADEMIC• Academic Programs
• General Enrollment
• Registration Events
• Advising
• Gateway to College
• Pathways
• Dual Enrollment
• ABE/ASE/HiSet (GED)
• ESL
STUDENT LIFE/SERVICES• Clubs
• Student Events
• Cafeteria
• Library/Academic Support
• Financial Aid
• Testing Services
• Records
• Bookstore
NONCREDIT• Lifelong Learning
• Workforce Development
• Kids Academy
COMMUNITY• Community Events
• Fitness & Wellness
• Garrison Center
• Theatre at the Mount
• Foundation/Alumni
• Center for Civic Learning
• Art Gallery
INSTITUTIONAL• Campus Police
• Facilities
• Maps
• Directional Signage
• Administration
MWCC Marketing & Communications Branding and Style Guide | August 2014 © MWCC 2014. ALL RIGHTS RESERVED. 19
COLOR & TYPOGRAPHY | fonts
The look and feel of
Mount Wachusett
Community College
typography is integral to
our brand and image.
Trade Gothic Light
The quick brown fox jumps over a lazy dog. | 0123456789
Medium
The quick brown fox jumps over a lazy dog. | 0123456789
Medium Italic
The quick brown fox jumps over a lazy dog. | 0123456789
Bold
The quick brown fox jumps over a lazy dog. | 0123456789
Condensed No. 18
The quick brown fox jumps over a lazy dog. | 0123456789
Bold Condensed No. 20
The quick brown fox jumps over a lazy dog. | 0123456789
MWCC’s primary font is Berkeley, an
elegant but timeless serif font.
• Berkeley font bundle is available for
purchase from Fonts.com (www.
fonts.com).
• When Berkeley is not available,
please use Times New Roman
instead.
• Berkeley should be used for most
body text, including brochures,
flyers, and other materials.
Berkeley Book
The quick brown fox jumps over a lazy dog. | 0123456789
Book Italic
The quick brown fox jumps over a lazy dog. | 0123456789
Medium
The quick brown fox jumps over a lazy dog. | 0123456789
Bold
The quick brown fox jumps over a lazy dog. | 0123456789
MWCC’s headline font is Trade Gothic, a
high-impact sans serif font.
• The Trade Gothic font family is
available for purchase from Fonts.com
(www.fonts.com).
• When Trade Gothic is not available,
you may use Gotham or Arial instead.
Because it looks good at large sizes,
Trade Gothic should be used for
headlines, display type in flyers and
posters, and accent text (e.g. pull-
quotes in publications).
COLOR & TYPOGRAPHY | using colors, bars and type together
The Mount Wachusett
Community College
fonts, design and
color palettes give
you flexibility when
designing materials.
The following layouts
are just two examples
of how careful use
of limited colors can
result in very different
looks to reflect
your department’s
personality.
SAMPLE HEADLINE IN APPROVED COLOR SAMPLE HEADLINE IN
UNAPPROVED COLOR
SAMPLE HEADLINE ON PRIMARY BLUE
SAMPLE SUB HEADLINE ON PRIMARY BLUE
Department Name
Department Name
Do not use colors outside of our approved color palette for any MWCC materials. Only use the approved color associated with your department.
Do not use old color bar styling as seen here. See examples to the right for proper color bar treatments.
Sample Headline
Colors:
Only use the approved color relating to your department with our primary blue and green. Make sure the blue, or blue and green are most prominent.
X
X
MWCC Marketing & Communications Branding and Style Guide | August 2014© MWCC 2014. ALL RIGHTS RESERVED.20
SAMPLE CALL TO ACTION IN APPROVED COLOR
Department Name
Department Name
CORRECT INCORRECTX
mwcc.edu
MWCC Marketing & Communications Branding and Style Guide | August 2014 © MWCC 2014. ALL RIGHTS RESERVED. 21
Vice President of Marketing & CommunicationsRobin Duncan.......................................................................................................................rduncan@mwcc.mass.edu | 978-630-9591
Director of Marketing & New Media Sarah McMaster .............................................................................................................. [email protected] | 978-630-9458
Director of Public Relations Janice O’Connor................................................................................................................... [email protected] | 978-630-9547
Assistant Director of Marketing Stephanie England ........................................................................................................... [email protected] | 978-630-9300
Web & New Media Specialist Brett Moulton .....................................................................................................................bmoulton@mwcc.mass.edu | 978-630-9158
Coordinator of College Graphics Briana Nobrega ..................................................................................................................bnobrega@mwcc.mass.edu | 978-630-9392
Administrative Assistant Joyce Cormier ................................................................................................................... [email protected] | 978-630-9122
WEBSITE | guidelines
CONTACT | marketing & communications division
Additional Website Resources
See mwcc.edu/marketing/
resources for details
and complete website
guidelines
Marketing Requests
All general requests
should be sent to
MWCC’s website is the most comprehensive source of information and an important and widely used vehicle for communication to external audiences. The website has three major purposes:
• To serve as a major recruitment tool for prospective students• To enhance MWCC’s image and reputation by providing comprehensive, timely and consistent information to prospective
students, current students, media, the college community and the public• To build community by creating and managing relationships between MWCC and our most important audiences
Due to the website’s highly visible platform for informing many audiences about MWCC, the college has developed a set of official guidelines and elements of style to help create and maintain pages. Please see the additional website resources online.
For the following requests and services, go to: mwcc.edu/marketing• A new web project such as a photo gallery or a form• Updates to existing pages. The pages for which you are requesting an update may be managed by another area outside of the
Marketing & Communications Division. In this case, your request will be processed and re-routed to the appropriate individual or office. You will be notified.
MC093-02 Rev:Aug14 | mwcc.edu