visual standards guide - snu.edusnu.edu/websites/snuokc/images/visual standards guide (revised...
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V I S U A L S TA N D A R D S G U I D E
Introduction 1 elementsofthevisualidentity Wordmark 2 Tagline 2 Additionalidentifiers 3 Usingtheinstitutionalacronym 3 Signature 4 Usingasignatureasareturnaddress 4
guidelinesforusing thevisualidentity colorpalette Correctcolorusage 5 Additionalcoloroptions 5 SNUWebsitecolorpalette 6 One-colorproduction 7 Two-colorandCMYKproduction 7
specialprocesses Hot-stampingandembossing 8 Reverses 8
sizesandproportions Minimumsizes 9 Web-safeminimumsize 9 Placingthelogomark 9 Maintainingcorrectproportionswithinthelogomark 9
acceptablegraphicelementsforspecificuses TheUniversityseal 10 Theathleticlogo 11 Unacceptableuses 12-13 Typefaces 14 Photography 15 Digitalartandglossaryoffilenames 16 Recommendationsforonlinecontent 17
generalspecificationsfor stationerysystems Letterhead,envelopeandbusinesscardtemplate 18
helpfulinformation Glossary 19 Admission-onlyvisualstandardsguide 20-22
tableofcontents
Sinceourfoundingin1899,studentsfromallwalksoflifehavecometoSouthernNazareneUniversitytobuildcharacter,shapecultureandserveChrist.Inturn,thesepeoplehavetouchedthousandsmorelivesincareers,churchesandcommunitiesthroughouttheworld.
Inbothwordanddeed,ourfaculty,alumni,staff,administratorsandstudentsdothemosttocommunicatewhatmakesSouthernNazareneUniversityspecial.Yetasweshareourmessagewithotheraudiences—includingprospectivestudents,parents,alumni,churches,thelocalcommunityandthegreaterchurchcommunity—it’simportantthattheprintandinteractivecommunicationsweproducealsoreflectourvaluesandthequalityofanSNUeducation.
Thismanualcontainsspecificguidelinesandexamplesforcreatinganddesigninghigh-qualitycommunicationsonbehalfofSNU.Theseguidelines,coveringtopicsfromtheuseofourvisualidentitytoobtainingelectronicfilesandcamera-readyart,areeasytofollowandwillhelpmakeyourcommunicationeffortseasy,attractiveandeffective.
Ifyouhaveanyquestionsregardinguseofthevisualidentityorthedevelopmentofyourcommunications,pleasecontacttheOfficeofCommunicationsandMarketingat491.6600.
introduction 1
elementsofthevisualidentity
TheSouthernNazareneUniversityvisualidentityconsistsofseveraldifferentelements,describedbelow.
Note: Because the elements of the Southern Nazarene University identity have been carefully crafted, only camera-ready artwork or officially supplied electronic files of the identity should be used, unless otherwise indicated. Any attempt to recreate or “cut and paste” the art, letter forms, spacing or styling of the identity in desktop publishing will result in inconsistencies and/or loss of quality that will compromise the integrity of the identity.
Formoreinformationonusingthecorrectcolorcombinationswitheachoftheseelements,seepage5.
wordmark
Thewordmark(figure 1)istherenderingoftheuniversity’snameinourdistinctivetypeface—anupper-andlower-caseversionoftheseriftypefaceITCFeniceLight.Thisclassictreatment,coupledwiththeusageoftheinstitution’sfullname(asopposedtotheabbreviated“SNU”),emphasizesthehighqualityofaSouthernNazareneUniversityeducation.
tagline
SouthernNazareneUniversity’sinstitutionaltagline(figure 2)is“Character|Culture|Christ”.IntheUniversity’svisualidentity,thetaglineshouldalwaysberenderedinHelveticaNeueBoldCondensed,centeredbeneaththewordmark.
Thoughthereareinstanceswherethewordmarkmaybeusedwithoutthetagline,wediscourageuseofthetaglineasadesignelementapartfromthewordmark.ItsusewouldonlybeappropriatewiththeapprovaloftheOfficeofUniversityAdvancement.
Pleasenotethatadmission-specificthemesortaglines,suchas“WithinYou,”aretobeusedonlybytheAdmissionOfficeandothercollegeoffices,asassigned,insupportofadmissionactivities.Formoreinformationaboutthedistinctionsbetweenadmissionandinstitutionaltaglinesandcolors,seepages20-22.
2
fig. 1
fig. 2
additionalidentifiers
Ifyouwishtoincorporatethenameofaparticularcenter,programordepartmentintothevisualidentity,thatnameshouldberenderedinHelveticaNeueBoldCondensed,allcaps,andcenteredabovetheUniversitywordmark (figure 3).
Theremayalsobeinstances,particularlyinformalcommunications,whereitwillbeappropriatetousetheUniversitysealinconjunctionwiththewordmark.Inthosecases,thesealshouldbecentereddirectlyabovethewordmark,asillustratedinfigure 4.
usingtheinstitutionalacronym
Theacronym“SNU”(figure 5)isaninformalinstitutionalidentifierwhoseuseshouldberestrictedtocommunicationstargetedprimarilytowardinternalaudiences.Appropriateusesmightincludeapparel,mugsandothermerchandise.Asareminder,ouracronym,whileaconvenientshorthandforus,meanslittletotheexternalaudienceswhoknownothingofus.
InnocasesshouldtheUniversity’snamebeshortenedto“Southern”or“SouthernNazarene.”
elementsofthevisualidentity 3
fig. 3
fig. 5
fig. 4
Office Of AdmissiOns
signature
A“signature”isalogo-orwordmarkpluscontactinformationfortheUniversityorforanindividual,departmentoroffice.Typically,thesignaturewillincludethefollowingelements,inthisorder:postaladdress,phoneandfaxnumbers,e-mailaddressandWebsiteURL(figure 6).Signaturesareusedwhenspecificcontactinformationisnecessary,asonbrochuresandinformationalorfundraisingpieces.
Unliketherestofthevisualidentity,asignaturemaybecreatedormodified,alwaysusingtheHelveticaNeueCondensedtypeface.Tocreateanewsignaturefile,beginwithanexistingelectronicfilesuitabletotheapplicationdesired(businesscard,brochure,etc.).Thenopenthefileandchangetherelevantinformation,payingcarefulattentiontothestyleshownhere.
Ifyouwishtoidentifyaparticularprogram,centerordepartmentwithinthebodyofthesignature,includethisname,renderedinallcaps,onaseparatelineprecedingthepostaladdress(figure 7).
usingasignatureasareturnaddress
Whenthesignatureisusedasareturnaddress(onanenvelopeorself-mailingbrochure),usetheversionshowninfigure 8toconformwithpostalregulations.
6729 Northwest 39th ExpresswayBethany, OK 73008800.648.9899 Fax: [email protected]
fig. 6
fig. 7
Office Of AdmissiOns6729 Northwest 39th ExpresswayBethany, OK 73008800.648.9899 Fax: [email protected]
6729 Northwest 39th ExpresswayBethany, OK 73008
fig. 8
4elementsofthevisualidentity
5color palette
correct color usage
Southern Nazarene University’s primary institutional color is Pantone 201.* Secondary color options include Pantone 139 and black. Using these official colors without deviations or substitutes will contribute substantially to an attractive, widely recognized image for the University.
These colors can be built as follows:
* PMS and PANTONE are registered trademarks of Pantone, Inc. The colors shown on this page and throughout this manual are not intended to match the
PANTONE color standards.
snu crimson, pantone 201
snu gold, pantone 139
black
0% 100%
The lower bar in each color set above represents the application of black ink in screen percentages. These screens will aid in considering use of color in duotone.
C M Y K
SNU Crimson 7 100 65 2
SNU Gold 0 37 100 23
Black 0 0 0 100
R G B
SNU Crimson 162 11 53
SNU Gold 192 125 25
primary
secondary
colorpalette 6
snuwebsitecolorpalette
TobuildSouthernNazareneUniversity'sinstitutionalcolorsontheWeb,usethefollowingWebhexcolorcodes.yellowbackground
darkcrimson
lightcrimson
W e B h e x c O l O R c O d e s
YellowBackground #E7C982
DarkCrimson #620E0E
LightCrimson #AA2727
LightCream #FAF0D8
DarkYellow #D6B25B
lightcream
darkyellow
one-colorproduction
Forpiecesusingonlyonecolor,therearetwooptionsforthetreatmentofthewordmarkandlogomark:• Black,100percentcoverage(figure 9)• Reverse,100percentcoverage(figure 10)
two-colorandcmykproduction
Whenproducingthelogomarkintwoormorecolors,thewordmarkshouldbePMS201andthetaglineshouldbeblack(figure 11).Thesecolorsshouldnotbereversed.
Whenusingprocesscolors,usethecombinationsoutlinedonthepreviouspage.
Forinformationaboutthepropercolorsforthecollegeseal,seepage10.
fig. 9
fig.11
fig.10
colorpalette 7
* PMS and PANTONE are registered trademarks of Pantone, Inc. The colors shown on this page and throughout this manual are not intended to match the PANTONE color standards.
apifoil,sweetheartred6179
apifoil,nirvana5296
specialprocesses 8
hot-stampingandembossing
Theuseofspecialtreatments,suchasfoilhot-stampingandembossing,canaddeleganceandappealtoourvisualidentity.
Forhot-stampingandembossing,appropriatecolorsareGold,BlackandCrimson.Theguidelines(listedonpage5)forthechoicesandcombinationsofcolorsstillapply(figure 12).
Inadditiontocolorembossing,blindembossing(inwhichnocolorisadded)isalsoacceptable.Theminimumsizeforembossingis3”(figure 13).
reverses
Ifsufficientclarityandresolutionarepossible,thelogomarkmaybereversedoutofadark,solidbackground.Usecautiononvariegatedbackgrounds(figure 14);insomecases,itmaybeadvisabletochoosethewordmarkoverthelogomark.
fig.14
fig.13
fig.12
apifoil,ravenblack8299
minimumsizes
Toensurelegibility,theminimumsizeforreproducingourlogomarkis1.5"(figure 15).
Whenasmalleridentifierisdesirable,usethewordmarkonly.Theminimumsizeforreproducingourwordmarkis1.25"(figure 16).
web-safeminimumsize
WhenincludedonaWebpage,thewordmarkorlogomarkshouldappearnolessthan2"(figure 17).
placingthelogomark
Whenplacingthelogomark,it’simportanttomaintainsufficient“whitespace”aroundtheimagetoenableittostandoutandbenoticed.Alwaysuseaspaceequivalenttotheheightofthelogo’scapital“S”in“Southern”aroundthelogomarkoneveryside.Thisactiveareashouldremainfreeofothervisualelementsorpagetrim(figure 18).
maintainingcorrectproportionswithinthelogomark
Thefigurebelowusesthe“S”-spacemeasuretoshowcorrectproportionsandrelativeplacementsoftheelementsofthelogomark.Alwaysusecamera-readyartorapprovedelectronicfilesofthelogomark.Thisinformationisprovidedtoincreaseyourunderstandingofthelogomark’sconstruction.Exceptionstothe"S"-ruleareidentifiedonpage3.TheseincludetheUniversitysealandcenter,programordepartmentnames.Allothervisualelementsshouldadheretothe"S"-spacemeasure.
sizesandproportions 9
1.5"
2"
1.25"
fig.15
fig.16
fig.17
fig.18
theuniversityseal
TheUniversitysealisacceptableforuseonsomeprintedcommunications,butshouldbelimitedtousesthatcommunicatedignity,formalityandsophistication.Acceptableuseswouldincludeformalinvitations,citationsandawards,diplomas,transcripts,andelegantgiftsormementosforalumnianddonors.Unacceptableuseswouldincludet-shirts,informalcommunicationsandeverydaybookstoremerchandise.
BeforeusingtheUniversitysealinyourcommunicationsefforts,pleasegainapprovalfromtheOfficeofCommunicationsandMarketing(491.6600).
Thethreecoloroptionsforthesealareallblack,allPMS8642orallPMS201.Sizeandapplicationwilldictatewhichformofthecolor-and-colorsealwillbepreferable.
Toensurelegibility,theminimumsizeforreproducingoursealis1"(figure 20).
Hot stamping and embossing options apply. See page 8 for guidelines.
Figure 4 on page 3 identifies use of the seal with the wordmark.
acceptablegraphicelementsforspecificuses 10
fig.19
fig.20
1"
11acceptablegraphicelementsforspecificuses
theathleticlogo
Theseathleticlogos(figures 21 and 22)areacceptableforallathletic-relatedmaterialasdirectedbytheathleticdepartment.Anyuseoftheselogosbyotherareasofthecollegemustbeapprovedbytheathleticdirector.
fig.21
fig.22
12unacceptableuses
toosmall
Thewordmarkshouldneverappearatlessthan1.25".Thelogomarkshouldneverappearatlessthan1.5".
wrongcolors
Pleaserefertopages5-7forcompleteguidelinesoncorrectcolorusage.
incomplete
Thevisualidentityincludesthewords“SouthernNazareneUniversity”andshouldnotbeabbreviatedortruncated.
wrongchoiceofgraphicelement
Noothergraphicshouldeverreplacethetaglineinthelogomark.
incorrectcolorcombination
Thecolorsfortheelementsofthevisualidentityshouldnotdeviatefromtheofficialchoicesspecifiedonpage7.
rearranged
Theelementsofthevisualidentityshouldnotberearrangedinanyway.
formerversionsofthevisualidentity
Alsounacceptableareanyformerversionsofourwordmark,logomarkorseal,includingthoseabove.
thevisualidentityinconjunctionwithprogramnamesandlogos
WhenusingthenameofanSNUcenterorprogram,donotdeviatefromtheguidelinesestablishedonpage3.
13
stretched
Thevisualidentityshouldnotbestretchedordistortedfromitsoriginalproportions.
Incorrectreverse
Toreverseoutofaphotoorillustration,theareachosenforthereverseshouldbeasdarkandsolidaspossible,avoidingpatternsthatcouldmakereadingdifficult.
withadmissiontagline
ThevisualidentityshouldnotincorporatecurrentorfuturetaglinesdevelopedspecificallyforusebytheOfficeofAdmissions.
unacceptableuses
14typefaces
TypographyplaysamajorroleinthevisualcontinuityofSouthernNazareneUniversitycommunications.Properimplementationoffontshelpsensuretheconsistencyofdesignandmessages,aswellasthelegibilityoftypeacrosscommunications.
NewCaledoniaandHelveticaNeueareSouthernNazareneUniversity’spreferredinstitutionalfontsforpublicationsandinmarketingmaterials.IfNewCaledoniaandHelveticaNeuearenotavailable,TimesNewRomanorHelveticamaybesubstituted.
Forofficialcorrespondence,suchaslettersormemos,TimesNewRomanandHelveticaarethepreferredfonts.Therearenoestablishedrulesforusingtheserifoption(TimesNewRoman)orthesansserifoption(Helvetica).However,serifstendtobemoreformalandeasiertoread,soTimesNewRomanwouldbetheadvisablechoiceforpiecesthatcontainlargeamountsofcopy.
maintypefaces
NewCaledoniaabcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890
Helvetica Neue — Condensed 57abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890
secondarytypefaces
Times New Romanabcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890
Helveticaabcdefghijklmnopqrstuvwxyzabcdefghi jklmnopqrstuvwxyz1234567890
15photography
HavinginvestedextensivelyinphotographythatappealinglyrepresentsSouthernNazareneUniversity,weencouragetheSNUcommunitytomakeuseofourinstitutionalphotolibrary.Yetwewouldalsonotethatnotallimagesinthelibraryareappropriateinallcontexts.Itisimportantthatthephotoswechoosereflectthevalues,characterand“brand”oftheUniversity.Inaddition,itisimperativethatweshowcasethediversityofourprogramsandstudents;re-usingthesamephotographsconsistentlywillnotservethispurpose.
Forthisreason,wedonotgivewholesaleaccesstotheentirephotolibrary.Ifyouwouldliketouseoneoftheimagesfromthelibrary,pleasecontacttheOfficeofCommunicationsandMarketingat491.6600.
digitalartandglossaryoffilenames
Acquiring camera-ready art and electronic filesPleasecontacttheOfficeofCommunicationsandMarketingat491.6600toreceivecamera-readyartworkorEPSandTIFFelectronicfilesoftheSouthernNazareneUniversityvisualidentityinitsvariousforms.
TIFFs, GIFs and other Electronic FormatsWhetheryouareworkingonaWebsiteorcreatingadiskforprintpublication,youwillbeworkingwithelectronicfilesofthevisualidentity.Thefollowinginformationwillhelpyouchoosethecorrectelectronicformat.
Ingeneral,keepinmindthat,whileGIFfilescanbeusedinvariousapplicationprograms,EPSorTIFFfilesarepreferredfornon-Webapplications.
EPS FilesThesemaybescaledatvirtuallyanysizewithoutimagedegradation.Keepinmindthatinorderforthesefilestoprintclearly,theyneedtobeimagedontruepostscript-capableprinters.
TIFF FilesTIFFfilesmaynotbescaledup(theycan’tbeusedinsizeslargerthantheiroriginaldimensions)buttheymaybereduced(orscaleddown).ResultsfromscalingTIFFfilesshouldbesuperiortothoseofscalingGIFfiles.
GIF FilesGIFfilesmayseemtoworkeffectivelywhenplacedandusedinMSOfficeapplications(suchasMicrosoftWord)buttheyarenotrecommendedwhenscalingorresizingofthevisualidentityisnecessary.ScalingorresizingGIFfilesafterplacingthemintosuchaprogramattheiractualsizecancausetheimagequalitytodegradeimmediatelyandsubstantially.GIFstandsforGraphicsInterchangeFormat.
JPEG FilesAJPEGfileisaformatcommonlyusedfore-mailingphotographsandcertainotherimages,orfordisplayingthemonWebapplications.Qualitymayvary,althoughitispossibletoobtainaveryhighdegreeofresolutionusingtheJPEGformat.JPEGstandsforJointPhotographicExpertsGroup.
PDF FilesAnothertoolforelectronictransmissionofdateisthePDF,orPortableDocumentFormat.ThissoftwarefromAdobeAcrobatmakesitpossibletovieworprintfilesacrossplatforms(WindowstoMacOS,forexample),andallowsrecipientstoseethefileasitwascreatedtoappear,ratherthaninamodifiedformat.
16glossary
recommendationsforonlinecontent
WetakegreatprideintheSouthernNazareneUniversityWebsite(figure 23).Often,oursiteisthefirstpointofcontactforaudiences,particularlyprospectivestudents,thatwouldliketolearnmoreaboutSNU.Assuch,wedoourbesttooffercontentanddesignthatareinterestingtoaudiencesandappropriatewithintheUniversity’slargercommunicationsefforts.
WealsorecognizethattheSNUWebsiteisapowerfultoolforyourofficeordepartmenttoreachinternalandexternalaudiences.EfficiencyandeaseofusemakeWebpublishingidealforcommunicatingdirectlywithaudiences,buttheyalsomakeensuringtheintegrityofourvisualidentityincreasinglydifficult.
Asyoucontinuetodevelopyouronlinepresence,weaskthatyouworkwithSNU’sOfficeofCommunicationsandMarketing(491.6600).InadditiontohelpingpreservetheintegrityoftheSouthernNazareneUniversityvisualidentityinallofitsforms,ourexperienceandWebpublishingtoolsmayprovebeneficial,introducingyoutonewonlineopportunities.
17onlinecontent
fig. 23
letterhead
SouthernNazareneUniversity’sofficialstationerysystemincludesletterhead,envelopesandbusinesscards(figures 24-26).Toensurequalityandconsistency,theseshouldbeorderedfromtheOfficeofCommunicationsandMarketing(491.6600).Donotattempttocreateletterhead,envelopesorbusinesscardsonyourown.
WhendraftingcorrespondenceonSNU'sletterhead,thepreferredfontisTimesNewRoman,11pt.Tomaintainproperbalanceinregardtoourwordmarkandsignature,wealsoaskthatyoufollowthemarginguidelinesillustratedinfigure 24.
envelope
Whenaddressingbusiness-sizeenvelopes,pleaseplacetheaddressee'snameaccordingtotheguidelinesillustratedinfigure 25.
18generalspecificationsforstationerysystems
fig. 24
December 1, 2007
Dr. John Miller400 West Spring StreetAnytown, OK 40000
Dear Dr. Miller:We’re pleased to share with you some guidelines for creating attractive letters using our official letterhead. As this diagram shows, it’s important to leave a margin of 1 1/2" on the left-hand side of the page. 1 1/2" is required for the bottom of the page, although it is certainly acceptable to allow more margin than that, if a letter is brief. For the right-hand side of the page, allow a 1" margin, and use a ragged right margin (rather than a justified margin) for greater readability.
The font shown here is Times New Roman, in a 11-point size. This is the recommended font and point size for all correspondence on letterhead.
Thank you for your assistance.
Sincerely,
Name of senderTitle of senderOffice of sender, if not imprinted on letterhead
1 1/2"
1 1/2"
1 3/4" 1"
fig. 25
Dr. John Miller400 West Spring StreetAnytown, OK 40000
1 1/2"
4 3/4"
fig. 26
Sans Serif—Atypefacethatcontainsnoserifs,or“feet,”ontheendsofitscharacters.
Screen—Aversionofanimageproducedwithonlyapercentageoftheinkusedintheoriginalimage.Alsoreferredtoasascreentint.
Serif—Linesthatcrossorprojectfromtheendsofcharactersinatypeface,sometimesreferredtoas“feet.”
Signature—Forthepurposesofthisguide,signaturereferstothelogo-orwordmarkcombinedwiththeaddress,phonenumbersand/orotherSNUcontactinformation.
Solid—Anyportionofapublicationprintedat100percentofagivencolor.
Tagline—Ashortphraseorsentencethatfurtheridentifiesthemissionorprogramsofanindividual,companyororganization.“Character|Culture|Christ”isSouthernNazareneUniversity’sinstitutionaltagline.
Two-color Printing—Aprocessbywhichapublicationisprintedinonlytwocolors,usuallyachoiceofanytwoPANTONEcolorsoronePANTONEcolorandblack.
Wordmark—Forthepurposesofthisguide,wordmarkreferstothename“SouthernNazareneUniversity”renderedinourdistinctiveITCFeniceLighttypeface.
19helpfulinformation
glossary
Business Reply Mail—Specialenvelopesorcardsthatarepre-codedandpre-posted;designedtoobtainaquick,hassle-freeresponsefromthereaderofthepublication.
Camera-ready Art—High-resolutiontype,artwork,orgraphicmaterialsthatarereadytobescannedandprinted.
Electronic Files—Computer-generated,electronicallysavedfilesofartworkthatcanbeplaceddirectlyintodocumentsthatarebeingcreatedindesktoppublishingprograms(e.g.TIFF,GIF,EPSorJPEG).
Four-color Process—Aprintingtermreferringtotheprocessbywhichanycolormaybeachievedbycombiningthefourbasiccolorsofink(magenta,cyan,yellowandblack).SeealsoPROCESSCOLORS.
Kerning—Theprocessofadjustingtheinter-letterspacingbetweentwoletters.
Leading—Thedistance,inpoints,fromonelineofcopytothenext.
PANTONE Matching System® (PMS)—Aregisteredtradenameforawidelyusedsystemofcolor-matchinginkusedinprinting.
Point—Ameasurementusedtodesignatetypesize,onepointapproximating1/72ofaninch.
Process Colors—Inprinting,thesubtractiveprimaries:magenta,yellowandcyan.Includesblackinfour-colorprocess.
Reverse—Artworkortypethatappearsasthecolorofthepaperonwhichitisprintedasaresultofbeingdroppedoutofadarkbackground.
20admission-onlyvisualstandardsguide
ChargedwithattractingthestudentswhosustainSNU,theAdmissionOfficeoperatesunderamodifiedsetofvisualstandardsthatchangewitheachnewadmissioncampaign.ThesestandardsaretobeusedonlybytheAdmissionOffice,unlessapprovedbytheOfficeofUniversityAdvancement.
admissionthemeandinstitutionaltagline
Anadmissioncampaignthemeandinstitutionaltaglineormottoshouldeachsupport,ratherthancontradict,SNU’skeymessagesanddistinctivefeatures,yeteachisseparateanddistinct.
“Withinyou”isthecurrentadmissioncampaigntheme(figure 27).Althoughitcanbeusedacrosscampuswhenappropriate,“Withinyou”isintendedtobetemporary.Afterithasrunitscourse,itwillbereplacedwithanewadmissiontheme,whichwilleventuallygivewaytothenextadmissiontheme,andsoon.
“Character|Culture|Christ”(figure 28)isSNU’spermanenttagline,alastingdescriptoroftheSouthernNazareneUniversityexperience.Toputitsimply,admissionthemescomeandgo,but“Character|Culture|Christ”remains.
photography
Asnotedonpage15,careshouldbetakeninselectingphotosforrecruitmentcommunications.OurphotographyshouldrepresentthemissionandvaluesofSNU.Inaddition,asacampus,weneedtoensurethatwearemakingfulluseofourphotolibrary,topreventoveruseofthesamehandfulofimages.Forassistanceinaccessingourphotolibrary,pleasecontacttheOfficeofCommunicationsandMarketingat491.6600.
fig. 27
fig. 28
pantonewarmgray6
21admission-onlyvisualstandardsguide
colorpalette
Theexpandedcolorpalette—usedonlyinadmissionmaterials—includestheinstitutionalcolorsoutlinedonpage5,aswellasseveralsecondaryandaccentcolors.
Theexpandedcolorpalettecanbebuiltasfollows:
snucrimson,pantone287
pantone2985
pantone137
pantone668
c m Y K
Pantone287 100 68 0 12
Pantone2985 60 0 40 0
Pantone137 0 38 95 7
PantoneWG6 11 16 18 32
Pantone668 74 73 7 20
R G B
Pantone287 0 83 155
Pantone2985 73 199 235
Pantone137 233 158 36
PantoneWG6 163 153 148
Pantone668 78 74 133
pantonewarmgray6
design
FromletterheadtoprintcollateraltoWebdesign,admission-relatedmaterialsmayaugmentinstitutionaldesignstobetterresonatewithprospectivestudents.Forexample,typefaces,photocropping,anduseofcolorandspacemayreflectayouthfultonetoappealtotheprimaryaudience.
SNUalsoemploysseveraldesignelementsspecifictoAdmission-relatedcommunications.Theseincludeivyartwork(anallusiontoourcommencementtradition),“ray”artworkadaptedfromtheUniversityseal,(symbolizingthelightofknowledgethroughChrist)andashieldgraphic(alsoadaptedfromtheUniversityseal).Althoughsimilarinappearance,theSNUshieldandsealaretwodistinctandseparategraphicelements.Inmostsituationsrequiringagraphicelement,theshieldartworkispreferred.Forguidelinesregardingproperuseoftheseal,seepage10.
A general note about usage of these design motifs: These visual elements have been developed for specific audiences and purposes. In most cases, using these elements outside of student recruitment contexts is inappropriate. Exceptions might include a t-shirt that is given to all prospective students who visit campus or to all new students attending orientation. The University Web site, which includes prospective students among its primary audiences, may also make use of these motifs. In all other cases, these elements are best left off of apparel and merchandise, so that we can promote the overall institutional “brand” through consistent and sustained usage of our University identity.
22admission-onlyvisualstandardsguide
fig. 29
fig. 30
fig. 31