Institutional Identity Guidelines August 2012
Institutional Identity Guidelines Published by the Marketing and Public Relations Office 2012
Table of Contents Introduction................................................................................1 The Institutional Logo........................................................................2 Logo Specifications..........................................................................3 Font......................................................................................3 Size......................................................................................3 Image Quality..............................................................................3 Color Use..................................................................................4 Acceptable Uses............................................................................5 Stationery Templates.........................................................................6 Uses for Electronic Media.....................................................................7 Unacceptable Uses..........................................................................8 Palomino logo...............................................................................9 College Apparel............................................................................10 Summary..................................................................................11 Glossary of Terms..........................................................................12 Identity Guidelines
Introduction has a vision a vision for quality education with a commitment to excellence to ensure all students achieve their educational objectives. It is a mission of excellence that the LCC family is proud to promote through its marketing and communications efforts. At the core of the LCC vision is its identity system. It is the lens through which our audience views our college brand, and it establishes the contours within which our brand is sculpted. Our identity system is designed to present one cohesive image of the college for all audiences students, faculty, administrators, staff, alumni, and the community at large. This system includes the consistent and correct use of the college s logo, colors and typography. This identity guide defines these basic elements and provides guidelines for their proper use. All internal and external communications should incorporate these guidelines. By following these guidelines, every representation of the brand will convey our image in a strong, clear and recognizable manner. Identity Guidelines 1
The Institutional Logo The logo consists of the college seal and its logotype. The college seal was designed in 1993, when the college officially changed its name from Laredo Junior College to Laredo Community College. The seal was incorporated with the logotype to become the college s official logo in 1999. The seal is the strongest visual element in the college s identity system. The seal should only be used alone on official college documents, or as approved by the Marketing and Public Relations Office, and should never be distorted or altered. See Acceptable Uses and Unacceptable Uses on pages 5 and 7 for more information. Knowledge - the open book represents the learning process and the seeking of knowledge. Unity and Growth the bridge spanning the inner circle represents the college s location between two countries and two cultures, but on a deeper level, it symbolizes the journey from ignorance to higher learning. Achievement the lamp of learning represents scholastic achievement, with the flame evoking the role of the scholar bringing light into the darkness of ignorance. The elements of the seal evoke the qualities and character of the college district - continuity, knowledge, unity, growth and achievement. Continuity - the LCC seal is grounded in three concentric spheres, two as the outer border surrounding the name, and a third that encloses the rest of the seal s elements. The circles, without beginning or end, symbolize the endless journey of higher learning. OFFICIAL SEAL 2 Identity Guidelines
Logo Specifications The LCC logo should always appear with the seal and the logotype together, in the proportions shown below. The logo should not be stretched or altered in any way that distorts the seal. In most cases, the logo will incorporate the college district s three addresses the Fort McIntosh Campus address, the South Campus address, and the web address. Font The typeface used for the LCC name is Times New Roman. Do not substitute any other font, even if it looks similar, to use in place of the approved font. Sizing To ensure the legibility of the type within the logo, the logo should never be reduced beyond one-half inch, as shown here..5 Image Quality Because of the complexity of the seal and the detail within the design, always use camera-ready art when reproducing the logo. Never photocopy or scan the logo and attempt to use it. Jagged edges, fuzzy lines and speckled white areas are all indications of a poor quality image. Identity Guidelines 3
Color Use The college s traditional colors are green and gold. For printed materials, the college uses two standard colors from the Pantone Matching System, a widely accepted color reproduction standard that is used by printers. The college uses PMS 123 for the yellow-gold used in the college s official seal, with black for the borders. The logotype is printed in black. Metallic gold should only be used when foil-stamping the official seal for official documents. Otherwise, the college logo should never be represented in metallic gold. PANTONE 123 PANTONE 348 One color If the logo is used as a one-color design, it should be reproduced in black, using a line-art image of the seal. This version is generally used on promotional items that need a clear, solid line for printing. ONE COLOR Two colors When printed in color, the logo is printed in two specific colors black and PMS 123. This version is generally reserved for printed materials that have spot color but are not being printed in full color. TWO COLOR Grayscale On printed materials that are not printed in color, there is a grayscale version of the logo, where the black and white logo has a specific shading pattern in the background. GRAYSCALE Full Color The full color logo should be used on any printed materials that are printed in full color, as well as on college stationery. FULL COLOR 4 Identity Guidelines
Acceptable Uses ARTMENT HEALTH SCIENCES DEP HEALTH The logo should be used on all printed materials for internal or external use, following the guidelines as listed here. Generally, any printed materials for college departments should be 4 4 created or approved by the Marketing and Public.3.4 Relations Office. If you have any questions about the Call Us Today! Medical Office Assis Program use of the college s logo, be sure to contact the....3....3....3 Marketing and Public Relations Office at (956) 721- ent ces Departm Health Scien fice Assistant al Of Allied Health OfficeMedic Program 265 (956) 721-5......3 tting..3 5140 or at mpro@laredo.edu. ay! Call Us Tod..3 rtment Health Sciences Depa...3 tant Fax.......4.......3 www.laredo.edu nt.........6.........3 Printed materials would include, but are not limited to: Brochures Certificates Flyers Envelopes Posters Business cards Invitations Forms Letters Banners Postcards Signage Medical Office Assistant Program h Office Allied Healt 261 (956) 721-5 Fax 431 (956) 721-5 o..edu www.lared College Laredo Community..........3 68 Credits = n Street & 5500 South West End Washingto TX Zapata Hwy. Laredo, www.laredo.edu The college has developed standard templates for the design of flyers, posters and brochures. Register for Sum Register for Sum mer I now through May 31 mer II now throu gh July 11 Check out the Su mmer 2007 Class Schedule online at ole.laredo.edu. FT. MCINTOSH CA MPUS 721-5117 SOUTH CAMPUS 794-4110 Laredo Commun ity College West End Washin gton Street 550 0 South Zapata Hw y. Laredo, TX Identity Guidelines www.laredo.edu 5
Stationery Templates 1.5 also has designed stationary templates to ensure that all correspondence accentuates the institutional identity. Letterhead, business cards, envelopes and invitations are all printed on the same paper type with the same colors. 1.25 BUSINESS CARD LETTERHEAD West End Washington Street Laredo, Texas 78040-4395 ENVELOPE #10 6 Identity Guidelines
Uses for Electronic Media There are two approved versions of the college logo for use in electronic media, such as PowerPoint presentations and web pages. For these purposes, the logo is available in horizontal and vertical formats, and you may use either version depending on the requirements of your design. In general, both formats should be used in the full-color version as shown below. Vertical format The standard version for printed materials is recommended in most instances. VERTICAL Horizontal format This version is recommended when space limitations or design call for a horizontal treatment. Reversed out The logo should preferably be used in full color on a light background. On occasion, the text may be reversed to white when used over a very dark or black background. HORIZONTAL REVERSED OUT Identity Guidelines 7
Unacceptable Uses The logo should always be used in the formats suggested in this guide. Below are some examples of unacceptable uses that should be avoided. Do not use a different typeface. Do not reduce the logo so that the college name within the seal is unreadable. Do not use the seal without the logotype. (Except as approved by the Marketing and Public Relations Office.) Do not alter the proportions of the seal. Do not rotate the seal. Do not place any element in front of the seal or screen the seal to use as a background. (Except on approved stationery.) Do not add any elements to the seal or logotype. Do not move the seal to the left or right of the logotype, except as approved for electronic uses (see page 7). 8 Identity Guidelines
Palomino Logo The Palomino logo is used by the Athletic Department to promote the college s sports and mascot. Palomino One color If the Palomino logo is used as a one-color design, it should be reproduced in BLACK, as shown here. Palomino Full color (five spot colors) When printed in color, the Palomino logo should be printed in PMS 1225, PMS 347, PMS 125, Warm Grey 3 and BLACK. Identity Guidelines 9
College Apparel staff is permitted to purchase work apparel using either the LCC logo or the Palomino logo, provided the following guidelines are met. The LCC and Palomino logos should not be altered or embellished in any form after being embroidered or printed on apparel. Oxford shirts Oxford shirts can be embroidered with either the LCC logo or the Palomino logo following the guidelines below: LCC logo - Can be embroidered on left-hand side of chest along with the department name underneath. On light-colored shirts, embroidery would be in hunter green. On dark-colored shirts, imprint would be in yellow-gold. Artwork will be provided to the selected vendor by the Marketing and Public Relations Office to ensure the proper logo size and font are used. Employees may opt to include their name embroidered in the same font on right-hand side of chest, in same color as logo on the left. Shirts can be ordered only in the following colors: Hunter green (yellow-gold embroidery) Yellow gold (hunter green embroidery) White (hunter green embroidery) Ivory (hunter green embroidery) Black (yellow-gold embroidery) Khaki or tan (hunter green embroidery) Brown (yellow-gold embroidery) Polo shirts Same as for oxford shirts, except they can be embroidered or screen-printed. T-shirts T-shirts cannot be used as work apparel but can be ordered for team-building exercises or for use at more casual activities or special events, such as LCC FunFest. These can be ordered in any color except burgundy or similar color, but school colors should feature in the design whenever possible, especially for off-campus events, to ensure the wearers are easily recognizable as LCC representatives. Consult with the Marketing and Public Relations Office to develop a customized design suitable for the event. Other apparel No other apparel for office use is permitted to be embroidered or imprinted with the LCC logo or Palomino logo without approval from the Marketing and Public Relations Office, on a case-by-case basis. Palomino logo - Can be embroidered following the same rules for the LCC logo listed above. If funding permits, the Palomino logo can be embroidered in fullcolor on any of the shirt colors listed above. 10 Identity Guidelines
Summary By following these guidelines, Laredo Community College will present a clear, cohesive image to all audiences. Your assistance in applying the basic principles contained in this guide is essential to the success of our identity system. Remember, the Marketing and Public Relations Office is available to help you create and design printed materials for your department, with appropriate approval from the department chair. Visit our website at www.laredo.edu/marketing for more information on how to access our services. If you have any questions about the college s identity system, please contact the Marketing and Public Relations Office at (956) 721-5140 or at mpro@laredo.edu. Identity Guidelines 11
Glossary of Terms Bleed In printing, bleed refers to the parts of an image that extend beyond the edge where the paper will be trimmed. Since printing presses cannot print to the edge of a sheet of paper, the image is printed on a larger sheet and trimmed to the final size. Bleeds are used so that no white borders surround the image or design. Camera-ready Artwork that is ready for production. CMYK CMYK represents the four inks used for four-color printing, which simulates full color. The four inks are Cyan (C), Magenta (M), Yellow (Y), and black (K). Color palette A collection of colors to be used, either alone or in combination. DPI DPI stands for dots per inch, which is a measure of resolution. The more dots per inch, the higher the resolution and sharper the image. For printing purposes, 300 dpi is the standard; a higher dpi only makes the file larger, but the image will not print any sharper. Font A single typeface which includes all letters in the alphabet, numbers and punctuation. Four-color process - The process of combining four basic colors to create a printed color picture. Halftone - Converting a continuous tone, such as a black and white image, to dots to simulate light and dark tones for printing. Line art A graphic image that consists of lines or areas of pure black and pure white, requiring no screening for reproduction. Logo A symbol used to identify an organization. Logotype A trademark composed solely of type. Pantone Matching System (PMS) A widely used color-matching system that specifies ink colors. Point A measurement unit of type. There are approximately 72 points to an inch. Resolution The measure of detail in an electronic image. The higher the resolution, the more detailed the image. This is often measured in dots per inch. Sans serif A class of typeface without serifs, or short cross strokes at the end of main strokes in letters. Serif A class of typeface with serifs, or short cross strokes at the ends of main stroke sin letters. Spot color A single color applied to printing when full color is not necessary Trademark A word or symbol used to distinguish the products or services of one organization from another. Typeface A particular style of type. 12 Identity Guidelines