Oklahoma Wesleyan University Branding & Identity Style Guide

Transcription

1 Oklahoma Wesleyan University Branding & Identity Style Guide version 3/15/17 prepared by Megan England Media Relations & Brand Management Office of University Relations

2 table of contents Introduction Operational Policy 3 A Message From the President 3 The OKWU Brand Voice 4 The Identity System Color Palette 5 Color Combinations 6 OKWU Brandmarks 7-15 University Logos 7 Logo Usage 8 Department Logos 9 Logo Usage - Department 9 Athletic Logos 10 Logo Usage - Athletics 11 University Seal 12 Logo Misuse Out-of-Use Logos 15 Policy and Procedure Abbreviation Usage 16 Attain a Logo 17 Approval Policy 17 University Web Presence 18 Social Media Accounts 18 Collateral University Collateral Business Card Design 19 Letterhead Design #10 Envelope Design 22 Specialty Items 23 Resources Suggested Vendors 24 University Relations Resources 25 Design Resources 25 version 3/15/17 2

3 operational policy This manual is a guide for the maintenance and reinforcement of Oklahoma Wesleyan University s standard identity system. It will provide internal guidelines for the correct use of the University logo(s) and their integration into the advertising and promotion of OKWU. While this manual establishes guidelines for all areas of the identity system, this does not mean that every statement of OKWU s identity must be identical. These visual and voice guidelines do not cover every possible design application but are instead intended to address questions regarding OKWU s identity. These guidelines apply to all departments associated with or under Oklahoma Wesleyan University. The success or failure of any graphic standards system depends solely on its implementation. Questions not covered by these identity guidelines should be referred to the University Relations team by ing university. relations@okwu.edu or completing a media request at okwu.edu/media/request a message from the president Oklahoma Wesleyan University was established as a Wesleyan university in order to provide quality Christian education to the western half of the United States. OKWU has a rich history having been created through transition and the merging of antecedent schools from across the west. This history has also made the establishment of a strong, singular brand identity difficult. We now have had the name Oklahoma Wesleyan University for more than ten years. In addition, during that time we have worked to connect that name with a bold image of being a university intent on impacting our culture for the Lordship of Jesus Christ. Therefore, we have developed a logo image that will brand our name and message more clearly for the future. We have taken this opportunity to develop an brand manual for Oklahoma Wesleyan University. It is imperative that the guidelines set forth be followed. In doing so, the members and potential members of the OKWU family will be able to immediately recognize our logo, voice, and statement of purpose. The information in this manual has been provided so we will, without exception, clearly and consistently declare the image and message of Oklahoma Wesleyan University. Thank you for your commitment. Sincerely, Everett G. Piper, President Oklahoma Wesleyan University version 3/15/17 3

4 brand voice As an evangelical Christian university of The Wesleyan Church, Oklahoma Wesleyan University models a way of thought, a way of life, and a way of faith. It is a place of serious study, honest questions, and critical engagement, all in the context of a liberal arts community that honors the Primacy of Jesus Christ, the Priority of Scripture, the Pursuit of Truth, and the Practice of Wisdom This is the OKWU mission and thereby the core of the OKWU brand. Branding encompasses every point at which people interact with Oklahoma Wesleyan University from the words we speak and write, to our campus atmosphere, to the visuals that represent us. These elements comprise our brand voice the themes which people come to associate with the University. The tone of Oklahoma Wesleyan University s brand voice is meant to be modern, bold, and precise, meaning graphics are not overly busy, and language usage is clear, succinct, and reflective of the language used in our mission, pillars, and tagline. OKWU s voice begins with our Four Pillars and mission, and is also highlighted through our tagline: impacting culture with the Lordship of Jesus Christ. It is also important to emphasize the language of community, as this strength of OKWU has shown to be a key factor in our students, alumni s, and employees commitment to the University. THE FOUR PILLARS THE PRIMACY OF JESUS CHRIST as the incarnate Son of God, the Alpha and Omega, the Beginning and the End, who is the lens for all learning and the Lord of our daily lives. THE PRIORITY OF SCRIPTURE as the inerrant and authoritative written Word of God that guides us in all matters of faith, learning, and living. THE PURSUIT OF TRUTH as an objective, attainable reality grounded in the person and example of Jesus Christ and anchored in the Bible. THE PRACTICE OF WISDOM as the goal for all members of the university community, who work to promote healing and wholeness in a broken culture and hurting world. version 3/15/17 4

5 Primary Palette color palette University Navy Hex#071D49 Pantone 2768 C C 100 M 90 Y 13 K 71 Secondary Palette Cool Gray Hex#BDC9C7 Pantone Cool Gray 4 C 6 M 0 Y 1 K 21 Pure White Hex#FFFFFF C 0 M 0 Y 0 K 0 University Red Hex#9D2235 Pantone 201 C C 0 M 100 Y 63 K 29 Hex#B3A686 C 31 M 30 Y 51 K 1 Hex#333D47 C 78 M 65 Y 53 K 44 These colors are specific to the university, and variations, especially of the University Red, should not be used. Before ordering items or apparel in any color outside of this palette, please consult the Office of University Relations. See additional guidelines for color usage in print below. University Red: If Pantone-match Red is not available, no other format of Red is permitted. The OKWU brand red is extremely specific, and should not be bright red, pink, maroon, or any other shade of red. See Suggested Vendors page for approved red and navy from specific apparel vendors. University Navy: If Pantone-match Navy is not available, the darkest available navy may be considered. Any other shade of blue is not permitted. Refer questions to Media Relations for approval. Pantone Cool Gray 4: If Pantone-match gray is not available, a similar light gray may be considered. Refer questions to Media Relations for approval. version 3/15/17 5

6 Color Combinations While the University has approved two primary colors, (Navy and Cool Gray), it is vital that these colors appear in the appropriate context. Below are suggested combinations as well as combinations not approved. The color appearing first in each combination indicates a base color, followed by one or more secondary or imprint colors. Combinations not listed below must be submitted to University Relations. Suggested Not Approved NOTE: Black is not an approved color in the OKWU palette and should only be used with the express permission of University Relations. NOTE: When ordering from any vendor, first ask for an estimate in invoice format. Before completing an order, request a proof from the vendor and submit to University Relations for approval at version 3/15/17 6

7 university logos This section highlights the different logos approved for use at Oklahoma Wesleyan University. This currently includes the University logos, department logos, and athletic logos. OKWU Horizontal Logo The logo provides a clear and concise presentation of Oklahoma Wesleyan University. It has been specifically designed and trademarked for use solely by OKWU and its affiliated operations. OKWU Vertical Logo The logo provides a clear and concise presentation of Oklahoma Wesleyan University. It has been specifically designed and trademarked for use solely by OKWU and its affiliated operations. Note: The horizontal logo is the preferred logo format and should be used whenever possible. version 3/15/17 7

8 logo usage The following guidelines apply to all OKWU logos including the University logo, department logos, and athletic logos. Guidelines to Usage Configurations and Size Only two accepted logo configurations may be used. No other configuration is acceptable. The logo may not be condensed or expanded. However, the logo may be enlarged or reduced proportionately. The horizontal logo may never be reduced any smaller than 1 1/4 in width. The vertical logo may never be reduced any smaller than 1 in width. If applying to an item smaller than minimum size, simply use the text Oklahoma Wesleyan University. Reproduction Procedures The artwork in this manual is approved with considerations of size, font, and reproduction quality. This artwork should never be recreated, redrawn or re-typed. The logo should not be redrawn or recreated. If you need a logo document, please contact University Relations by making at request at A camera-ready print or a high quality electronic file of the logo should be used when producing the following: 1. Apparel or Specialty items (cups, hats, etc.) 2. Official forms 3. Advertising 4. Any project that will require reduction or enlargement of the art 5. Anything that will be printed using a photocopying process OKWU Logos The logo should be reproduced in 100% black or in the colors specified within this manual. When printing the logo in one color it may only be printed in 100% black where applicable. When the logo is placed on a black or dark background, the logo color should be reversed and appear only in white, and not in any other color. Avoid screening (printing at less than 100% of the full ink color) the logo. Area of Isolation Never invade the area surrounding a logo with copy or graphic elements. The logo should always stand apart from other items on the page by a miniumum distance equal to the size of the O in Oklahoma on all sides. version 3/15/17 8

9 department logos This section highlights the different logos approved for use to differentiate departments and schools within Oklahoma Wesleyan University. If your department or school needs to change or request a department logo, submit a request at okwu.edu/media/request Department Horizontal Logo The logo provides a clear and concise presentation of Oklahoma Wesleyan University. It has been specifically designed and registered for use solely by OKWU and its affiliated operations. Department Vertical Logo The logo provides a clear and concise presentation of Oklahoma Wesleyan University. It has been specifically designed and registered for use solely by OKWU and its affiliated operations. Note: The horizontal logo is the preferred logo format and should be used whenever possible. logo usage-department In addition to the logo usage guidelines stated on the logo usage page, all departments and schools must also adhere to the following usage guidelines: Usage The department logos are to be used to identify your specific function in the university. It may be used on promotional materials that are specific to your school or department instead of the university as a whole (brochures for your department etc.). version 3/15/17 9

10 athletic logos Launched in 2015 and designed by More Branding, the OKWU Eagle logo series is trademarked and available in the formats below upon request. Athletic Logos The Wesleyan Eagle must always be accompanied by Oklahoma to avoid confusion with other Wesleyan schools. Athletic Logotypes Athletic Icons Athletic Icons are only to be used in conjunction with text or art that makes it clear they are associated with OKWU Individual Sports These are the only logos approved for teamspecific use. Each sport can request a logo such as the one to the left. This OKWU Crest is only approved for use by the OKWU Soccer program. Dark Background Reproduction of any athletic logos on darker backgrounds should not be color-modified in any way without the expressed permission of University Relations. Each logo already has a white outline as shown here that shows up on darker backgrounds. version 3/15/17 10

11 logo usage-athletics In addition to the logo usage guidelines stated on the logo usage page, the athletic departments and all athletic teams must also adhere to the following usage guidelines: Configurations The accepted athletic logo configurations are shown on the previous page. No other configurations are acceptable. The logo may not be condensed or expanded. However, the logo may be enlarged or reduced proportionately. Reproduction Procedures In the instance of team apparel (uniforms, warm ups, t-shirts worn by the players ), designs of such items should be approved through University Relations. Please see the approval policy for this process. Athletic Logo Colors The athletic logos may only be used in the colors pictured on the previous page. Never use the logo at less than 100% of these colors to make a lighter shade. In special circumastances, one-color versions of the logo may be requested from the office of University Relations at: Area of Isolation Never invade the area surrounding a logo with copy or graphic elements. The logo should always stand apart from other items on the page. version 3/15/17 11

12 University Seal This section highlights the meaning and appropriate usage of the University s official seal. The seal may only be used in the following approved formats. Appropriate Usage of the University Seal The seal is to be used only for official documents and occasions. It must not be used as a casual logo or identity, a design element in recruitment materials, or a decorative element. Uses include: Official legal documents, transcripts, Convocation/Commencement documents, Honor Society documents, the official University Catalog, diplomas, and Board of Trustees resolutions. Internal requests for the use of the seal on University materials must be submitted to the office of University Relations for initial review of compliance with Brand Identity Standards Symbolism of the University Seal Alpha and Omega: Jesus Christ is our Lord: the Alpha and Omega; the Beginning and the End; the first and the last: our Creator, our Redeemer, and our God. (Revelation 22:13; Jude 1:25) Rays Emanating from Shield: God has uniquely revealed Himself through His Word (John 1:1). It shines in the darkness. (John 1:4) as a lamp unto our feet and a light unto our path. (Psalm 119:105) Four Pillars: The Lordship of Christ (2 Corinthians 4:5), the inerrancy of Scripture (2 Timothy 3:16), the revelation of Truth (John 14:6) and the exemplar of Wisdom (Ephesians 1:3-10) summarize our mission and our cause. Shield: We carry the shield of faith (Ephesians 6:16) as we fight the good fight; (1 Timothy 6:12) seeking to act justly, love mercy, and walk humbly with God and our fellow man. (Micah 6:8) Laurel: The laurel of victory is the prize for which God has called us heavenward (Philippians 3:14) through Jesus Christ our Lord. (1 Corinthians 15:57) version 3/15/17 12

13 logo misuse To maintain OKWU s identity standard, it is important that the logo be maintained in a correct and consistent manner. The illustrations in this manual show various correct and incorrect applications of these identity elements but are in no way intended to represent all possible applications. Also, please note that the below examples are shown only applied to some of the logo formats, but the rules and guidelines apply to all OKWU logos both University and athletic. When in doubt, please contact University Relations. Do not horizontally or vertically expand the logo in printed applications. Enlargement or reduction of the logo should always be proportional. Do not allow computer distortions to be made to the logo. Do not retype the logo using your own fonts. Always use it in logo form. The only exception is when referring to OKWU or Oklahoma Wesleyan University in the copy. OKLAHOMA WESLEYAN UNIVERSITY Don t change the proportion of the logo elements. Don t use the text without the symbol. version 3/15/17 13

14 logo misuse (cont d) Don t repeat the logo or create a pattern with it. Don t use the OKWU logo as part of a phrase or within a block of text. At you can find innovative, skilled, and talented young individuals. Don t color any part of the logos differently than approved. As of March 2017, the O Eagle logo is not approved for any use. Do not add or remove text. The text Wesleyan and the text Eagles should never be used without University identifiers. This includes all icons. Do not add borders, shadows, or outlines to any format of any university brand mark or logo version 3/15/17 14

15 out-of-use logos The following logos, seals, and brand marks have been retired from use at Oklahoma Wesleyan University and should no longer be used in any variation, format, or medium. This previous iteration of the Oklahoma Wesleyan University logo is no longer permitted. The OKWU flaming eagle logos and associated text in all formats and variations are no longer permitted. Any iteration of any logo that refers to OWU or uses the flaming eagle icon is no longer permiteed. The athletic W and the athletic O are no longer permitted. The previous iteration of the OKWU seal in any format or variation is no longer permitted. NOTE: Any iteration of any logo that represents antecedent schools or previous names of the University is NOT to be used in any capacity. The only permitted use of the University brand name is OKLAHOMA WESLEYAN UNIVERSITY or OKWU as needed. version 3/15/17 15

16 Abbreviations Use of OKWU When shortening Oklahoma Wesleyan University to an acronym, the official abbreviation is OKWU in all capitals. The OKWU phrase is trademarked and is not to be used in any other capacity. This standard is to be used in all mediums from t-shirts to print materials, including articles released in external publications. The abbreviation OWU is prohibited, and to avoid confusion, should no longer be used as an abbreviation for the university. OWU is the abbreviation for Ohio Wesleyan University and is not affilated with Oklahoma Wesleyan or the Wesleyan denomination. Use of OKWU.edu Effective January 1, 2017, OKWU.edu has been approved for use in marketing and promotion efforts in regions outside of Oklahoma, specifically in relation to the expansion of the Adult & Graduate Studies programs into new markets out of state. Additional logo options are available for use toward these purposes, and can be requested from University Relations. These requests are approved on a case-by-case basis. version 3/15/17 16

17 attain a logo Logos can be requested from the University Relations office of Media Relations. Requests can be made at OKWU.edu/media/request. Please specify which logo you are requesting, the format you need, and its intended use. approval policy All external marketing and promotional items must be submitted to the office of University Relations for approval before printing or disseminating. This does not mean that University Relations has to be involved in the design. However, University Relations is happy to assist with design in many cases, and does need to view all proposed media to ensure all external marketing is cohesive and meets the high design standard held by Oklahoma Wesleyan University. To have a marketing piece approved, please submit a proof at: Include a detailed explanation of where, when, and how the marketing piece will be used. version 3/15/17 17

18 website requests A vital piece of any organization s brand is a high quality digital and web presence. OKWU University Relations employs a full-time web developer and designer to aid in this process. Each department is responsible for assuring their website content is accurate and up-to-date. Any changes which need made to the area of the website should be submitted by the office responsible for the page content at the link: Websites related to the University which are not administrated by the office of University Relations are strictly prohibited and stand in violation of the OKWU trademark. social media The office of Media Relations is ultimately responsible for all official OKWU social media accounts. Any requests for social media assistance or to create new social media pages or groups must be made to the Media Relations office prior to creating the account. All University social media accounts must have the Director of University Relations and/or the Media Relations Coordinator as an account administrator, even if the primary content for the account is created and posted by another OKWU employee. University Relations must have the account name, account primary administrator name, and account log-in information prior to the creation of the account. Requests for new social media pages and groups are granted on a case-by-case basis. version 3/15/17 18

19 business cards The University business and athletic business cards are standard size and can be ordered through the office of Business Affairs. version 3/15/17 19

20 letterhead design This is the main university letterhead. It should be used for all official communication from any Oklahoma Wesleyan University department. These are purchased through the General Office. Digital versions of the letterhead can be found on the Z drive in the OKWU Letterhead file. version 3/15/17 20

21 letterhead design This is an additional letterhead including the four p s which may be used to supplement the primary university letterhead. These are purchased through the General Office. version 3/15/17 21

22 #10 envelope There is both a general and department option for envelopes. These envelopes should be purchased through the General Office. version 3/15/17 22

23 specialty items Specialty items (pens, balloons, shirts, etc.) are a useful way to promote OKWU s image or to simply say thanks. An advantage of specialty items is that the message is repeated every time the item is displayed or distributed. First and foremost, it is important to determine the following when evaluating a specialty item: Can the logo be reproduced accurately and legibly on the item? Does the item reflect the university s standard of quality, good taste and values? Will the item have staying power? That is, will the recipient continue to use the item and remember OKWU when the item is used? Because specialty items always reflect on OKWU s standard of quality, good taste and values, certain items should be avoided. These items include products that have an unreasonable potential for personal injury or property damage. IMPORTANT: Due to the various formats available in specialty items, the guidelines are somewhat different than for using the logo in print. Please contact University Relations via the approval form okwu.edu/media/approval or by university.relations@okwu.edu, for approval on a project-by-project basis. Since specialty items also offer many opportunities for the recipient to see the logo for an extended period, it s important to choose items that have a reasonable life span. For this reason, items prone to rapid aging, fading, or wear should be avoided as well as food items and disposable items specifically designed for one-time use. When applying the logo to clothing items such as shirts, sweaters and jackets, items should be of high quality, tasteful in cut and styling, and available in a wide range of adult sizes. version 3/15/17 23

24 Suggested Vendors OKWU has built a relationship with a number of vendors who have the capability to produce high-quality, brand-approved apparel and specialty items. While these are not required, to avoid ordering mis-branded items, these vendors are strongly suggested: UnderArmour Contact OKWU athletics department for potential pricing assistance. UnderArmour has approved options for both primary colors as well as OKWU s secondary red. UnderArmour is the only vendor approved for ordering apparel with red as a base color. *Under Amour approved Navy: Midnight Navy *Under Amour approved Light Gray: Silver Gray *Under Amour approved Red: University Red *Under Amour approved Dark Gray: Graphite NIKE Contact OKWU athletics department for potential pricing assistance. As NIKE does not have an OKWUapproved red, no NIKE apparel or uniform should have a base color of red. Approved base colors for NIKE include the colors listed below. *NIKE approved Navy: Navy *NIKE approved Medium Gray: Matte Silver *NIKE approved Dark Gray: Anthracite ColePromo Primary apparel provider for large orders. Various specialty items, including mugs, table covers, etc. colepromo.com Approved colors can be requested from Media Relations Artistic Apparel Local busines that provides high-quality embroidery for OKWU apparel The Bartlesville Print Shop Various print materials, from poster cards to large signs, banners, and more. bartlesvilleprintshop.com More Branding Tulsa business responsible for much of OKWU s branding and design, also available for some printing and mailing projects. Contact OKWU Media Relations NOTE: When ordering from any vendor, first ask for an estimate in invoice format. Before completing an order, request a proof from the vendor and submit to University Relations for approval at version 3/15/17 24

25 Additional Resources Megan England, OKWU Media Relations Coordinator The office of Media Relations can assist with social media strategy, graphic design and ordering collateral. Submit requests to: Ian Whitley, OKWU Webmaster The Webmaster s office assists with all requests related web design and functionality, in addition to questions about the OKWUmobile App. Submit requests to: Additional Design Assistance Canva.com Canva is a user-friendly, free website that has hundreds of templates and tools to create and download basic designs to be approved by University Relations. To design, create an account at: To learn some basic design tips, visit: designschool.canva.com Great Stock Photos While stock photos are a tricky subject, sometimes a design needs a basic background or texture. University Relations has all OKWU-specific photos available on request, but great basic photos which are free from copyright can also be found at: stocksnap.io unsplash.com negativespace.co Further Questions Marci Piper, Director of University Relations (university.relations@okwu.edu) Megan England, brand manager (mengland@okwu.edu) version 3/15/17 25