the official guide to strategic communications at … · 2019-10-10 · is responsible for...

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HOUSEBRANDTHE OFFICIAL GUIDE TO STRATEGIC COMMUNICATIONS AT MOREHOUSE COLLEGE

VOLUME 1: The Visual Identity Guide

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College Typeface / page 10

Official Colors / page 11

College Logos / page 12

Morehouse Seal / page 14

Other College Logos / page 15

Atheltic Logos / page 16

Sesquicentennial Logos/ page 18

Stationery Suite / page 20

Email Signature Guidelines / page 22

TABLE OF CONTENT

INDEX

INTRODUCTIONStrategic Communications...Our Mission...Our Role

4

VISUAL IDENTITY PROGRAM

8

V I S U A L

I D E N T I T Y

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SECTION

FREQUENTLY ASKED QUESTIONS

SESQUICENTENNIAL LOGO FAMILY

THE STATIONERY SUITE

20

6

18

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Who Are We?

OUR ROLE: The Office of Strategic Communications is responsible for communications, branding and public relations for Morehouse College. The department is charged with shaping and advancing the College’s message and brand throughout the Morehouse community as well as across local, state, national and global communications. The office works consistently to establish an innovative, substantive and proactive messaging platform that reflects the College’s mission.

OUR MISSION: The Office of Strategic Communications is charged with advancing the priorities articulated in the Strategic Plan by establishing and communicating those priorities, addressing target audiences and key stakeholders, as well as ensuring alignment and consistency of communications across the institution.

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INTRODUCT ION :

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•Cultivate and sustain beneficial and collaborative relationships with internal and external stakeholders to advance the College’s strategic communications priorities.

•Ensure that brand standards are maintained and consistent throughout the College.

•Formulate and manage a comprehensive media relations strategy and program at the local, state, national and global levels encompassing print, television and social media outlets. Engage with key media outlets, both proactively and reactively, and provide media training to the College’s leaders and faculty. (College Experts Project)

•Identify key messages and audiences, and work consistently to tell Morehouse College stories, weaving them together to create a consistent, unified message in support of the College’s brand to a broad range of targeted, diverse audiences.

•Consistently work with the Morehouse College leadership team, faculty and staff to assess the College’s communications and marketing needs and identify strong messages, compelling stories and key audiences.

•Develop and execute a long-term strategic marketing and communications plan that articulates the College’s Strategic Plan and support other Morehouse College goals and priorities, with output from brand research (Firebrand) and positioning efforts.

•Collaborate across schools and administrative units – including admissions, student development, academic and alumni affairs and athletics – to align messages and to promote key initiatives of the College.

HOW WE ACCOMPLISH OUR MISSION•Reinforce a culture of excellence, innovation and creativity, one that is proactive and quick to mobilize around important issues facing the College at the international, national and local levels. (College Experts Project)

•Anticipate and mitigate issues with the potential to negatively impact the College’s reputation. Oversee issues-management and crisis communications plans/messaging and advise senior leaders in the event of a crisis.

•In collaboration with the leaders and members of the College divisions, develop short- and long-term strategic initiatives and goals for these divisions. Ensure collaborative, cohesive, consistent and effective communications strategies across all divisions and throughout the College.

•Lead strategy and provide oversight for internal communications to ensure that faculty, staff and students are kept informed of the College’s goals, objectives and progress. (Via Inside Morehouse)

•Cultivate and sustain collaborative relationships/partnerships with external stakeholders, trustee members and community leaders, businesses, and foundations.

•Support efforts to advance the College’s commitment to compliance.

INTRODUCT ION :

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Every day, thousands of

people see communication

materials from Morehouse

College: correspondence,

brochures, reports,

magazines, books, web

sites, slide shows, exhibits,

event invitations, posters,

forms and applications,

building and vehicle signs,

apparel, gift items, and other

memorabilia. Each and

every one of these materials

represents the College. The

visual identity program and

editorial style guidelines

unify our communications

and help them make a clear

and strong impression.

Communication materials

come from many parts and

every corner of the College—

from the president’s office,

the dean’s office, and your

office. Each communication,

through its content and

presentation, provides

information about the

College and its programs.

Direct information is given

through what is stated;

indirect information is given

through the clarity, tone,

style, and professionalism

with which the information is

presented. As a result of how

the information is perceived,

each communication either

strengthens or weakens

Morehouse College’s

public image. Therefore,

it is up to each of us to

be conscientious about

upholding our high standards

of excellence.

Whenever a Morehouse

department or office

communicates with its many

audiences, it’s an opportunity

to make a good impression.

First impressions often

are the basis for people’s

long-lasting attitudes and

opinions. Those opinions

influ- ence actions —

whether an excellent high

school student chooses

Morehouse, whether a

world-class scholar decides

to join the faculty, whether

a foundation awards a

major grant, or whether

an alumnus endows a

scholarship program.

WHY DOES MOREHOUSE

NEED VISUAL IDENTITY AND

EDITORIAL STYLE GUIDELINES?WHAT IS YOUR PART IN

PRESERVING THE COLLEGE’S

PUBLIC IMAGE?WHY BE CONCERNED ABOUT

PEOPLE’S IMPRESSIONS?

F A Qs

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HOW DOES ADHERING TO THE

VISUAL IDENTITY PROGRAM

AND EDITORIAL STYLE GUIDE

HELP EACH UNIT?

HOW DO I KEEP UP WITH

CHANGES TO THE VISUAL

IDENTITY PROGRAM AND

EDITORIAL STYLE GUIDE?

If everyone at Morehouse

does the job of

communicating well—

with clear, accurate

content and consistent

visual presentation — the

reputation and visibility of

the College will be just that

much stronger. This positive

public image will extend

to each of the programs

associated with the College.

The entire Morehouse

Academic Village benefits.

Updates to the Visual Identity

Program and additions to

the Editorial Style Guide

will be posted online via the

Morehouse web site and at

TigerNet.

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V I S U A L

I D E N T I T Y

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I D E N T I T Y

The VISUAL IDENTITY PROGRAM was

developed to assist individual units of the College

in using the Morehouse logo, typestyles and

colors in their communications materials in print,

web and electronic media. This guide contains

strict standards designed to reflect a clear and

consistent image of the College, but it also allows

individual departments and offices to adopt

different, more individualized looks when they are

communicating with their own internal audiences.

By complying with its specifications, you help

project a clear, unifying image for the College as a

whole.

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College Typeface

The preferred typefaces for text are DIN Pro, Alternate Gothic Com, Adobe Caslon Pro. These typefaces were chosen for their strength, modern design and readability. Electronic versions of all typefaces (Macintosh and PC) are available online at through the Office of Communications at 404.215.2680.

PLEASE NOTE: Adobe Caslon Pro can be substitued with Big Caslon or Minion Pro.

DIN Pro

Alternate Gothic Com

Adobe Caslon Pro


Official Colors

The official College visual identity colors are maroon (PMS 202) and white. In addition to our primary palette, we use black and gray (30% black or PMS Cool Gray 6).

Secondary colors are gold (PMS 104), tan (PMS 452), green (PMS 575) and steel gray (no PMS equivalent).

The College wordmark may also print in process colors that match PMS equivalents. See chart at right for appropriate percentages of cyan, magenta, yellow and black.

Note: When producing publications using PMS 202 or its process equivalent, never screen this color less that 80 percent.

C=9 M=100 Y= 64 K= 48

PANTONE 202 C

PRIMARY ColoR PAlette

C=16 M=11 Y= 11 K= 27

Cool Gray 6 C

C=0 M=0 Y= 0 K= 100

Black 6 C

SeCoNDARY ColoR PAlette

Pantone 7753 U

C=6 M=4 Y= 90 K= 10

C=18 M=0 Y= 82 K= 0

C=18 M=0 Y= 82 K= 0

C=1 M=100 Y= 55 K= 6

Pantone 1935 C

Pantone 380 C

Pantone 7683 C

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GRAVES HALL cupola (verticle/horizontal)The tower expresses our love for and pride in Morehouse College. Its structure reflects the high standards of the College as well as its architecture landmark. Do not attempt to recreate this graphic. The tower should always be use with the wordmark “Morehouse College.” It should never stand alone as representative of our identity. It can be used as a discriminative graphic element within a page layout.

Note: All uses must be approved by the Morehouse Office of Communications.

The Morehouse College logo comes in three primary versions, each of which has been created using type kerned to specific proportional measurements. To ensure that all of our uses of the logo will be consistent in quality, do not attempt to recreate them, to use photocopies or scans from this guide, or to manipulate or change the marks in any way. Obtain approval from the Office of Strategic Communications before any communications piece is printed and put into circulation.

The Morehouse College wordmark is used to encourage instant recognition among our various publics by maintaining a consistent look. The Morehouse logo has two basic elements:

the college LOGO

Primary Name or Signature (Morehouse College)Our primary wordmark is the primary “identifier” for the College. The wordmark can be used alone or with “the tower.”

DOUBLE M insigniaThe Double M insignia can be used to represent Morehouse Mindset, Morehouse Man or Man of Morehouse. It does not replace the official Morehouse College seal or logo.

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GRAVES HALL cupola (verticle)

MOREHOUSE wordmark DOUBLE M insignia

GRAVES HALL cupola (horizontal)

Electronic and camera-ready versions of all logos are available through the Office of Strategic Communications.

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The Morehouse College seal is the official, legally registered symbol of the College and should appear only in formal uses:

• Diplomas• Certificates• President’s and board’s stationery• Formal presidential invitations and initiatives

It is acceptable to emboss and/or foil stamp the seal in silver only. Other acceptable treatments include “blind” embossing, thermography and debossing.

the college SEAL

the SYMBOLIC meaningThe words and graphics in the seal are important symbols to Morehouse College. The Latin phrase, “Et Facta Est Lux” is translated to mean “and there is light” and is supported by a sun rising over the clouds.

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MARK integrity The Morehouse College logo and seal should always be used in an approved configuration. They may not be manipulated, distorted, rotated, separated into components or combined with any other elements. They must always appear in their official colors in at least their minimum sizes. Both marks must be reproduced from authorized original or from an electronic file provided by the Office of Communications.

MARK placement An approved configuration of the Morehouse College logo and seal should appear prominently on all College-affiliated communications in a size appropriate to the overall piece. Mark placement include prominent positions such as the front or back cover or title page of publications, the beginning of advertisements and web sites, and the opening and closing of videos and films. The full College name must appear at the beginning of a piece when the logo is elsewhere in the material.

other college LOGOS

MM MMOREHOUSE

MMOREHOUSE

COLLEGIATE “M” logo

M M MMOREHOUSE

MMOREHOUSE


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All athletic logos must always maintain approved colors, proportions and design integrity. No alterations may be made, nor shall design elements be placed inside any of the athletic logos.

The primary athletic logos, consists of the Tiger Head and the Tiger Stripe M (with and without the “Morehouse” wordmark). These marks are for official Athletic Department use only. No other departments, organizations or clubs may use this logo.

the ATHLETIC logo

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COLLEGIATE “M” logo

TIGER STRIP “M” logo


M A R O O N T I G E R S

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Our secondary Sesquicentennial Celebration logos incorporate the College’s official logo, along with the seal and the cupola. The Gold version of this logo should always use the seal while the maroon version should be the cupola, without any verbiage around it, besides “1867-2017.” The cupola, part of the College’s official logo, represents Morehouse’s oldest building, Graves Hall, which stands prominently on our Century Campus.

These secondary logos are ideal for, but not limited to stationery connected to the 150th celebration.

The Morehouse Sesquicentennial Celebration logos were created as official marks for the College’s 150th anniversary. The primary (or main) “SUNBURST” logo captures the sunray element of the College’s seal – symbolic of the Latin phrase, “Et Facta Est Lux” which in translation means “and there is light.” The logo also incorporates our Sesquicentennial theme, “A House United.” The theme recognizes the College’s legacy and spirit of brotherhood, service to others, and the unification as a global force, particularly in the challenges facing african american men. The colors in the logo are the Colleges official colors of maroon (PMS 202) and white, along with our secondary colors of sliver, gold and black.

the SESQUICENTENNIAL logo family

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the SESQUICENTENNIAL bannersThe marks shown above are restricted for use on the following items related to the College’s Sesquicentennial celebration:

• Special event tickets (Homecoming, Commencement, etc.)• Special event lanyards• Banners

A H O U S E U N I T E D


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the STATIONERYsuite

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Business Cards will be printed for current employees ONLY. The card contains the employee’s name, title, phone number and/or fax, email address and the mailing address of the College. Department names are not displayed.

**Students will use the card that was created for them by the Print Shop.

Front

Rear

Letterhead should be printed on an as-needed basis, from personal workstations. An electronic version will be created by request, through the Print Shop. Letters should be typed using one of the following fonts:

- A Caslon Pro -Big Caslon -Minion Pro

If none of these fonts are available on your computer, please contact [email protected] for instructions on downloading.

Notecards are speciality items that will be printed at the Print Shop on matte card stock paper. The reverse side will match the back of the businnes card. This card can accompanied by a black envelope (description on next page).

404.215.XXXX morehouse.edu 830 Westview Drive SW, Atlanta, GA 30314




Gold: For use by the

president ONLY.

PANTONE 7753U

Red or Cherry: For use by Admissions

and Recruitment ONLY.

PANTONE 1935C

Maroon: For all other College

employees.

PANTONE 202

ColoR KeY

Labels

Type: Avery 5164

Size:31/3 x 4

Quantity: 6 per page

Envelopes (Standard)Standard white envelopes will be available in two (2) sizes:• #10 • 10”x13”

The envelope is printed with the College’s mailing address. Department names may also be inserted (below Morehouse College) by request.

Envelopes (Specialty)Black Envelopes will be available in two (2) sizes:

• 6” x 9” (to be used with the 6”x9” note card)• 10”x13”

The 10”x13” envelopes can be used to mail a variety of items, from College brochures to letters that you do not wish to tri-fold. It must always be accompanied by an official Morehouse College label (shown on left).

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the EMAIL SIGNATURE guidelinesThe College strives to use a standard email signature for all employees. The following format should be applied to the email signature of all College employees:

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Chimere Stanford-Jefferson | MOREHOUSE COLLEGE | Special Events and Brand Coordinator2IÀFH�RI�6WUDWHJLF�&RPPXQLFDWLRQV�_��:HVWYLHZ�'ULYH��6�:��_�$WODQWD��*$��S��_�FKLPHUH�VWDQIRUG#PRUHKRXVH�HGX�_�ZZZ�PRUHKRXVH�HGX

´0RUHKRXVH�&ROOHJH��'HPRQVWUDWLQJ�$FXLW\��3UDFWLFLQJ�,QWHJULW\��([KLELWLQJ�$JHQF\��&RPPLWWLQJ�WR�%URWKHUKRRG�DQG�/HDGLQJ�&RQVHTXHQWLDO�/LYHVµ

7KLV�FRPPXQLFDWLRQ��WRJHWKHU�ZLWK�DQ\�DWWDFKPHQWV�KHUHWR�RU�OLQNV�FRQWDLQHG�KHUHLQ��LV�IRU�WKH�VROH�XVH�RI�WKH�LQWHQGHG�UHFLSLHQW�V��DQG�PD\�FRQWDLQ�LQIRUPDWLRQ�WKDW�LV�FRQÀGHQWLDO�RU�OHJDOO\�SURWHFWHG��,I�\RX�DUH�QRW�WKH�LQWHQGHG�UHFLSLHQW��\RX�DUH�KHUHE\�QRWLÀHG�WKDW�DQ\�UHYLHZ��GLVFORVXUH��FRS\LQJ��GLVVHPLQDWLRQ��GLVWULEXWLRQ�RU�XVH�RI�WKLV�FRPPXQLFDWLRQ�LV�675,&7/<�352+,%,7('��,I�\RX�KDYH�UHFHLYHG�WKLV�FRPPXQLFDWLRQ�LQ�HUURU��SOHDVH�QRWLI\�WKH�VHQGHU�LPPHGLDWHO\�E\�UHWXUQ�H�PDLO�PHVVDJH�DQG�GHOHWH�WKH�RULJLQDO�DQG�DOO�FRSLHV�RI�WKH�FRPPXQLFDWLRQ��DORQJ�ZLWK�DQ\�DWWDFKPHQWV�KHUHWR�RU�OLQNV�KHUHLQ��IURP�\RXU�V\VWHP�

Signature Tagline Disclaimer

Fonts: Century Gothic (bold, regular & italics)Colors: Black (100%) and Maroon (R:139 G:35 B:50)Font Size: 12 pt. (signature & tag) / 8 pt. (disclaimer)

Signature Line #1

Name: Century Gothic Bold / BlkSchool: Century Gothic Bold / MaroonTitle: Century Gothic Bold-Italics / Blk

Signature Line #2

Department: Century Gothic Regular / BlkAddress: Century Gothic Regular / Blk

Signature Line #3Phone: Century Gothic Regular / BlkEmail: Century Gothic Regular / MaroonWeb: Century Gothic Regular / Blk

The tagline shown above should be adopted by all employees of the College and should replace any existing taglines. The messaging will periodically change to reflect various major events and campaigns that take place during the academic year. When this occurs, employees will receive an email from the Office of Strategic Communications, containing the new message and its run time.

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NOTES:

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830 Westview Drive, SWAtlanta, Georgia 30314

www.morehouse.edu

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