humber brand guidelineshumber.ca/.../files/humber-brand-guideline-jan-2014-02.pdf · 2014-01-24 ·...

HUMBER BRAND GUIDEL INES

HUMBERBRAND GUIDELINES AUGUST 2013


1 HOW WE GOT HERE

2 MESSAGING & LOGO

3 DESIGN ELEMENTS

3 Colour Palette

4 Typography

5 Graphics – Correct Usage

6 Graphics – Incorrect Usage

7 Ensuring Legibility

8 Recommended Placement

9 Create Graphic Panel – Adobe Illustrator or Indesign

10 Using Graphic Panel – Microsoft Word

11 Photography Style

12 IN MARKET EXAMPLES

12 Publication Covers

13 Program Fact Sheet Sample

CONTENTSWE ARE HUMBER

We are creating a fresh new way of expressing Humber’s

identity to raise our profi le and demonstrate that we are

leaders in polytechnic education. It is important to understand

that the Humber brand is much more than a logo. It is an

experience that we promise to our audiences – one that meets

their needs, inspires them, and moves them to action.

It incorporates our aspiration and adds emotional elements

to tangible qualities. Since it is based on the needs and

desires of our audiences and on a differentiated positioning,

it conveys how we want Humber to be perceived and how we

can successfully extend into the future.

When we properly manage our brand, it can become one of

our most valuable assets – one that is recognized, memorable

and relevant to our audiences. To build a valuable brand, we

must communicate and express it consistently at every point

of contact with both external and internal audiences.

We express our brand through a combination of verbal

and visual elements. Our verbal expression is anchored by

the bold, confi dent, new ‘WE ARE’ messaging. This messaging

responds to what’s most important to our audiences

and is supported by the necessary facts or proof points.

Our visual expression consists of our colour palette, graphics,

photography style, and typography as well as our logo, which

will still continue to follow our brand standard guidelines.

To help you understand and further expand this refreshed

Humber brand, we have highlighted the visual and

verbal elements of how 'WE ARE' is expressed, in the

following pages.


As consumers and marketers we know that using a common

look consistently and repetitively will make Humber

recognizable as a cohesive organization which will strengthen

the impact of our marketing. Rallying around a core theme

and common look will help communicate our shared objective

to demonstrate leadership in polytechnic education.

Through feedback at our 2013-2018 strategic planning

forums, marketing was asked to explore a new way to visually

and creatively express our commitment to leadership in

polytechnic education. Marketing & Communications engaged

in a process, to identify a new direction for Humber’s core

brand with images and messages that could represent our

uniqueness and pride, and that could be applied to school

and department marketing initiatives.

The process included the following stages:

1. Brand workshop

2. Agency concepts

3. Prospective student research

BRAND WORKSHOP

The participants, made up of key college stakeholders, in an

externally facilitated process, were led through a brand review

system that resulted in a recommendation for a brand strategy

to be built on the following three aspects:

Our Brand Promise

We promise to work with you to build your future

Our Personality

Bold (Proud)/Caring (Helpful, Sincere, Approachable)/

Visionary (Forward-thinking)

Our Brand Positioning

First Choice/Most Popular college in Canada e.g. more people

choose Humber because of the reputation of our programs

AGENCY CONCEPTS

A large group of internal stakeholders provided feedback

to the agency presentations, and selected the four

strongest concepts.

PROSPECTIVE STUDENT RESEARCH

An online survey deployed to prospective students was

administered through Academica Group to test the theme

that resonated with them. Prospective students were asked

to provide feedback and rank the four creative concepts.

On a signifi cant margin of acceptance and positive feedback,

the “WE ARE …” concept was selected.

HOW WE GOT HERE 1


MESSAGING & LOGO

‘WE ARE HUMBER’ will be conveyed through bold

verbal expressions and messages that will highlight the

pillars of the Humber brand, personality and position.

Variations of this expression will allow us to strengthen

our reputation and solidify Humber as the most popular

college choice in Canada.

Consistent application of ‘We are Humber’ will deliver

our shared objective to demonstrate leadership in

polytechnic education.

HUMBER LOGO GUIDELINES

The 2013 Brand Guidelines apply to all staff and

suppliers involved in developing promotional materials

for Humber, including all schools and departments.

What has not changed with our new brand look is the

Humber logo.

This guide serves as a supplement to the existing

brand standards. Standards regulating protected space

around the Humber logo, proper background treatment,

and the correct use of primary brand colours (blue and

gold) have not changed.

For details about Humber's brand standards please

visit humber.ca/brand

How the brand can be expressed:

WE ARE HUMBER – General Title

WE ARE LEARNING – General Title

WE ARE DETERMINED – 2013/2014 CE VIEWBOOK COVER TITLE

WE ARE ON OUR WAY – Headline Variation

MENTOR. ADVISE. COACH. WE CARE – Headline Variation

2

HUMBER BRAND GUIDEL INES, DECEMBER 2013

PRIMARY/CORPORATE COLOURS

Humber’s primary/corporate colours will continue to be used as a Humber brand standard.

SECONDARY/REFRESH COLOURS

Humber’s secondary/refreshed colours are designed to add energy to your marketing materials.

Please visit humber.ca/brand for the web-compliant colour palette.

DESIGN ELEMENTS

COLOUR PALETTE

FOUNDATION/NEUTRALS

The use of neutral colours will bring balance to the overall art direction.

PMS 299C86 M8 Y0 K0R0 G161 B223009BE0

PMS 7711C98 M0 Y28 K4R0 G150 B1690097A9

BLACK

PMS 282C100 M72 Y0 K56R4 G30 B65000033

PMS 198C0 M82 Y37 K0R223 G70 B97DF4661

PMS 2597C80 M99 Y0 K0R94 G13 B1395C068C

5% BLACK

PMS 108C0 M5 Y98 K0R255 G219 B0FEDB00

PMS 390C27 M0 Y100 K3R179 G211 B53B4C800

WHITE

PMS 117C0 M18 Y100 K15R205 G151 B0CC9900


GRAPHICS – UPPERCASE, KNOCKED OUT TYPE TO SHOW

BACKGROUND*

LEAD-IN SECTION

THESE COURSES MAY BE SEMESTER-BASED WITH SPECIFIC

START AND END DATES OR MAY HAVE A TIMELINE BASED ON

THE DATE OF YOUR ENROLMENT.

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Praesent id fermentum metus. Ut augue dui, vestibulum id

auctor laoreet, consequat quis mauris.

SUBHEAD STYLE 1 – UPPER & LOWERCASE

More than great programs


SUBHEAD STYLE 2 – UPPERCASE

MORE THAN GREAT PROGRAMS


• Typography is set using the ITC Franklin Gothic

condensed standard family.

• Title/heading copy should be set using the “demi

condensed” weight, while secondary/body copy

should be set using the “book condensed” weight.

• Font size is determined by the purpose of the

communication. Heading could be as large as 60 pt

and body copy as small as 10 pt.

• Arial can be used as an alternative font – FOR BODY

COPY ONLY.

* Visit humber.ca/brand to download graphic

templates.

TWO-LINE MESSAGE – UPPERCASE; COLOUR PANEL ON

LINE ONE

LEADING THE WAY

DESIGN ELEMENTS

TYPOGRAPHY

4


DESIGN ELEMENTS

GRAPHICS — CORRECT USAGE

SIZE

Balance and proportion are key factors when

setting size.

When creating different accompanying messages with

the ‘WE ARE’ graphic, words can vary in font size from

line to line, but words on the same line should be the

same font size.

‘WE ARE’ GRAPHIC AS SECONDARY ELEMENT

ENTREPRENEURIAL SPIRIT. JUST ANOTHER WAY TO SAY

BACKGROUNDS

The graphic panel can be positioned on photography,

solid coloured backgrounds or on white space.

‘WE ARE’ GRAPHIC AS PRIMARY ELEMENT

PLACEMENT

The graphic panel can be placed horizontally

or vertically depending on the format of the

communication piece.

Do not use vertical and horizontal graphic panels

together for one message.

5


HORIZONTAL & VERTICAL TREATMENT

Do not use both horizontal and vertical graphic panels

for one message.

SPACING & OVERLAPPING

Do not overlap graphic panels or include any space

between them.

TRANSPARENCY & LEGIBILITY

When used in combination with photography, do not

place the graphic panels in areas that are very light

or dark. See page 7 for more details.

DESIGN ELEMENTS

GRAPHICS — INCORRECT USAGE

6


DESIGN ELEMENTS

ENSURING LEGIBILITY

Clear, legible messaging is critical for our communication

materials and should always be considered when using

the graphic.

A black or white transparency can be placed behind

the graphic panel (and over the photo) to allow for more

contrast between the graphic panel and the photograph.

The degree of transparency can vary based on the

photography beneath. However, it is recommended not

to exceed 75%.

If legibility is still a concern even after using a black/white

transparency underneath the graphic panel, it is recommended

that the area of the photo showing through the graphic panel,

be manipulated further using Adobe Photoshop.

NO TRANSPARENCY

NO TRANSPARENCY

50% BLACK TRANSPARENCY ADDED UNDER GRAPHIC PANEL

50% WHITE TRANSPARENCY ADDED UNDER GRAPHIC PANEL

7


DESIGN ELEMENTS

RECOMMENDED PLACEMENT

VERTICAL TREATMENT

BOTTOM

RIGHT SIDE

MIDDLE

LEFT SIDE

PROFESSIONAL ACCREDITATION

Humber’s Bachelor of Commerce – Ac-

counting meets the Institute of Chartered

Accountants of Ontario (ICAO) course

requirements. As well, Humber’s Bachelor

of Commerce – Accounting qualifi es

graduates to write the Certifi ed Man-

agement Accountant (CMA) of Ontario

entrance examination. The Certifi ed

General Accountants (CGA) of Ontario

requires graduates of Humber’s Bachelor

of Commerce – Accounting to enrol in

additional CGA-specifi c courses as part

of their membership requirements.

All professional accounting associations

are independent of Humber, all have

additional requirements for membership

beyond holding a degree, and all may

change their requirements at any time.

Applicants and students are advised to

review each of the accounting asso-

ciations’ requirements and standards

carefully in order to ensure a full and

complete understanding of current

requirements.

COLLEGE DIPLOMA TO DEGREE

Students who have completed a college

diploma can use their college courses to

gain admission and apply for advanced

standing in a Humber degree program.

Students who have completed at least a

year of college-level study may also be

considered for admission. Learn more at

humber.ca/degrees/transfers.

APPLICATION PROGRAM CODE

22211

ADMISSION REQUIREMENTS

Please visit humber.ca/degrees/admissions

for the most up-to-date admission requirement

information.

CONTACT

Melissa Napier-Andrews

Enrolment Services Offi cer

416.675.6622 ext. 3214

[email protected]

Learn more about degree scholarships

and bursaries at humber.ca/

fi nancial-aid/humber-scholarships.

OPTIONSHumber offers more than 1,400 courses and 200 part-time

certifi cates. Develop new skills through professional or

personal development courses.

FLEXIBILITYStudy during the day, evening or weekend — in class or

online. We offer more than 400 online courses and more

than 40 fully online programs, as well as libraries and

research services with online search capabilities.

Our programs have fall, winter and spring start times.

EMPLOYABILITYContinuing education can help you keep up with the latest

technologies, knowledge and skills you need to advance in your

current position, get a new job or change fi elds.

ACCESSContinuing education students have access to one-on-one

career counselling, peer tutoring and services for internationally

trained professionals, as well as accounting, math and

writing centres.

TODAY’S TECHNOLOGY AND RANGE OF PROGRAM AND COURSE CHOICES MAKE IT EASIER THAN EVER TO TAKE CONTINUING EDUCATION.

2013/2014

CONTINUING EDUCATION

VIEWBOOK

humber.ca/continuingeducation

HORIZONTAL TREATMENT

ACCOUNTINGBachelor of CommerceThe Business School

OUR PROGRAM

Employers around the world are continu-

ing to feel the effects of a talent shortage

for accounting and fi nance profession-

als according to the Global Financial

Employment Monitor published by

Robert Half. The Bachelor of Commerce

- Accounting degree program prepares

students to enter this demanding

profession.

Humber’s Accounting degree examines

the theoretical considerations underlying

accounting and develops skills in the

applied aspects of the profession. Intro-

ductory courses provide a fundamental

understanding of a variety of business

disciplines giving students a sound

understanding of business functions

and their relationships. This is followed

by more in-depth study of accounting.

Breadth courses will enrich and extend

students’ understanding of the profes-

sional fi eld and include courses in the

arts and humanities, social sciences and

natural sciences.

The program emphasizes critical think-

ing, analytical skills, communications

and leadership. Areas of study include:

marketing, law, economics, operations

management, ethics, human resources

management, organizational behaviour,

fi nancial accounting, management

accounting, fi nancial management,

taxation, audit, strategic management,

statistics and quantitative analysis,

as well as a strong general education

breadth component.

FACULTY

You’ll learn from professors who have

real-world accounting experience and

are active in the industry. Whether you’re

analyzing a case study, hearing from a

guest speaker or participating in a fi eld

visit, faculty are committed to providing

you with practical, hands-on accounting

training to help you achieve the career

you want.

WORK PLACEMENT

Students will participate in one manda-

tory work term of 14 weeks of profes-

sional experience. Students will select

from a wide variety of opportunities in

public accounting fi rms, government

offi ces, not-for-profi t organizations, major

corporations, and small businesses.

Students can work for employers in

accounting practices, in industry (insur-

ance, banks, manufacturing or service

industries), non-profi t organizations or for

all levels of government.

FACILITIES

Students have the opportunity to train

in Humber’s state-of-the-art Accounting

Centre, where you’ll learn about best

practices in accounting and use standard

industry software such as Profi le (person-

al tax), Access, Excel, Simply Accounting

and Accpac Plus.

YOUR CAREER

Graduates of the Bachelor of

Commerce — Accounting degree

program can expect to fi nd

employment in public accounting

fi rms, government offi ces, not-

for-profi t organizations, major

corporations, small businesses,

and fi nancial institutions in

positions such as accountant,

budget analyst, taxation specialist,

auditor, treasurer, or as a self-

employed professional. They can

also pursue graduate studies in

the same or related fi elds.

HUMBER LAKESHORE CAMPUS

Eight semesters, beginning in September,

plus one work term

8


WE ARE1. Start by setting the type at 50pt with a tracking

of 25 (InDesign).

2. Convert type into outlines.

3. Place in rectangle and ensure freespace of the

width of ‘X’ around type (X = the width of the

vertical stem of a letterform).

4. Select both type and rectangle and apply Exclude

Overlap in the Pathfi nder palette.

5. The success of this graphic approach will be

based on the balance of graphic panel placement,

colour contrast, type transparencies and choice

of photography.

CREATE GRAPHIC PANEL — ADOBE ILLUSTRATOR OR INDESIGN

DESIGN ELEMENTS 9


1. Import the ‘WE ARE HUMBER’ graphic panel into

your document.

2. Size the graphic panel appropriately leaving

approximately a ½ inch buffer of free space

around it.

3. Position the graphic so it is anchored to one or

more margins of the document. Either a horizontal

or vertical position is acceptable.

DESIGN ELEMENTS

USING GRAPHIC PANEL — MICROSOFT WORD

10


The ‘WE ARE’ direction is based on photography that presents

Humber in a realistic and energetic way. We will tell our story

with full-bleed images (image is sized right to the edges of

your document, with no white border) of students focused on

their studies, winning a championship or actively learning in

a classroom or socializing with friends in the concourse.

For more information about photography art direction,

please contact Marketing Communications.

DESIGN ELEMENTS

PHOTOGRAPHY STYLE

11


CE VIEWBOOKVIEWBOOK

PUBLICATION COVERS

IN MARKET EXAMPLES

P 12

2013/2014

CONTINUING EDUCATION

VIEWBOOK

humber.ca/continuingeducation

2014/2015

VIEWBOOK

humber.ca

12


PROGRAM FACT SHEET SAMPLE

IN MARKET EXAMPLES

P 13

ACCOUNTINGBachelor of CommerceThe Business School

OUR PROGRAM

Employers around the world are continu-

ing to feel the effects of a talent shortage

for accounting and fi nance profession-

als according to the Global Financial

Employment Monitor published by

Robert Half. The Bachelor of Commerce

- Accounting degree program prepares

students to enter this demanding

profession.

Humber’s Accounting degree examines

the theoretical considerations underlying

accounting and develops skills in the

applied aspects of the profession. Intro-

ductory courses provide a fundamental

understanding of a variety of business

disciplines giving students a sound

understanding of business functions

and their relationships. This is followed

by more in-depth study of accounting.

Breadth courses will enrich and extend

students’ understanding of the profes-

sional fi eld and include courses in the

arts and humanities, social sciences and

natural sciences.

The program emphasizes critical think-

ing, analytical skills, communications

and leadership. Areas of study include:

marketing, law, economics, operations

management, ethics, human resources

management, organizational behaviour,

fi nancial accounting, management

accounting, fi nancial management,

taxation, audit, strategic management,

statistics and quantitative analysis,

as well as a strong general education

breadth component.

FACULTY

You’ll learn from professors who have

real-world accounting experience and

are active in the industry. Whether you’re

analyzing a case study, hearing from a

guest speaker or participating in a fi eld

visit, faculty are committed to providing

you with practical, hands-on accounting

training to help you achieve the career

you want.

WORK PLACEMENT

Students will participate in one manda-

tory work term of 14 weeks of profes-

sional experience. Students will select

from a wide variety of opportunities in

public accounting fi rms, government

offi ces, not-for-profi t organizations, major

corporations, and small businesses.

Students can work for employers in

accounting practices, in industry (insur-

ance, banks, manufacturing or service

industries), non-profi t organizations or for

all levels of government.

FACILITIES

Students have the opportunity to train

in Humber’s state-of-the-art Accounting

Centre, where you’ll learn about best

practices in accounting and use standard

industry software such as Profi le (person-

al tax), Access, Excel, Simply Accounting

and Accpac Plus.

YOUR CAREER

Graduates of the Bachelor of

Commerce — Accounting degree

program can expect to fi nd

employment in public accounting

fi rms, government offi ces, not-

for-profi t organizations, major

corporations, small businesses,

and fi nancial institutions in

positions such as accountant,

budget analyst, taxation specialist,

auditor, treasurer, or as a self-

employed professional. They can

also pursue graduate studies in

the same or related fi elds.

HUMBER LAKESHORE CAMPUS

Eight semesters, beginning in September,

plus one work term

PROFESSIONAL ACCREDITATION

Humber’s Bachelor of Commerce – Ac-

counting meets the Institute of Chartered

Accountants of Ontario (ICAO) course

requirements. As well, Humber’s Bachelor

of Commerce – Accounting qualifi es

graduates to write the Certifi ed Man-

agement Accountant (CMA) of Ontario

entrance examination. The Certifi ed

General Accountants (CGA) of Ontario

requires graduates of Humber’s Bachelor

of Commerce – Accounting to enrol in

additional CGA-specifi c courses as part

of their membership requirements.

All professional accounting associations

are independent of Humber, all have

additional requirements for membership

beyond holding a degree, and all may

change their requirements at any time.

Applicants and students are advised to

review each of the accounting asso-

ciations’ requirements and standards

carefully in order to ensure a full and

complete understanding of current

requirements.

COLLEGE DIPLOMA TO DEGREE

Students who have completed a college

diploma can use their college courses to

gain admission and apply for advanced

standing in a Humber degree program.

Students who have completed at least a

year of college-level study may also be

considered for admission. Learn more at

humber.ca/degrees/transfers.

APPLICATION PROGRAM CODE

22211

ADMISSION REQUIREMENTS

Please visit humber.ca/degrees/admissions

for the most up-to-date admission requirement

information.

CONTACT

Melissa Napier-Andrews

Enrolment Services Offi cer

416.675.6622 ext. 3214

[email protected]

Learn more about degree scholarships

and bursaries at humber.ca/

fi nancial-aid/humber-scholarships.

13


FOR MOREINFORMATIONor to direct any comments you may have, please contact Marketing Communications at 416.675.6622 ext. 4675 or send an email to [email protected]

humber.ca/brand

Produced by Humber Marketing Communications. August 2013.

humber brand guidelineshumber.ca/.../files/humber-brand-guideline-jan-2014-02.pdf · 2014-01-24 ·...

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