2016 TAMUCT Brand Guide

BRANDGUIDE UPDATED 2016

TABLE OF CONTENTS

3 INTRODUCTION

14 UNIT SIGNATURES

16 CO-BRANDING

18 BRAND COLORS

21 STATIONARY

25 PHOTOGRAPHY

27 WEBSITE

29 CONTACT INFORMATION

6 IDENTITY MARKS

15 USAGE CHART

17 BRAND VOICE

20 BRAND FONTS

24 TRADEMARK LICENSING

26 VIDEOS

28 SOCIAL MEDIA

TEXAS A&M UNIVERSITY-CENTRAL TEXAS | BRAND GUIDE 3

CONTACTMarketing and [email protected]

INTRODUCTIONTexas A&M University-Central Texas’ brand is an outward expression of its core values and helps define who we are and what we do. As a regional institution offering upper-level undergraduate and graduate level coursework, A&M-Central Texas meets the needs of the Central Texas region by providing quality, higher education at an affordable cost. The brand guide ensures all parts of the University are working together to communicate a unified message, voice and tone in the Central Texas region, as well as nation-wide. Our diverse campus population compliments the region, and it is important to portray a single cohesive look, unified voice and consistent message in everything we do.

The university name, “Texas A&M University–Central Texas,” should be spelled out on first reference in publication text. Subsequently, “A&M–Central Texas,” or “the University,” may be used. “TAMUCT” may be used for informal references, but is not encouraged. Texas A&M University–Central Texas should not be referred to or be presented in communications as “Texas A&M University,” “A&M University–Central Texas,” “Texas A&M–Central Texas,” “Central Texas A&M University,” “TAMU,” or “TAMU–Central Texas.”

The University logos, marks, voice and photos should be used strategically to describe the University in a way that maintains a clear, unified brand identity. The guidelines listed address usage of the University logo, University symbol, department signatures, spirit marks and other related elements. For more information or additional branding related questions in this brand guide, please contact the department of Marketing and Communications.


INTRODUCTION: General GuidelinesAuthorized vendors and organizations that need to utilize the official logo and other official graphics should obtain source material from the department of Marketing and Communications rather than attempt to recreate graphic material.

Digitally rendered images should not be disproportionately scaled.

Stretching digital graphics horizontally or vertically in a computer application that results in distortion that denigrates the proportions of the design is not permitted.

Scale graphics proportionately by locking the aspect ratio or holding down the shift key while dragging a corner resize handle. Be aware that scaling graphics can affect the resulting resolution. Graphics may only be reduced in size.

Graphic elements should always contain enough resolution to properly display without discernible pixels (square mosaic-like tiles which make up digital images).

For writing style guidelines, A&M–Central Texas uses The Texas A&M University System written style guidelines and the current edition of The Associated Press Stylebook.

For high resolution logo requests, please contact the department of Marketing and Communications.



INTRODUCTION: General GuidelinesThe University logo should always appear on the following material:

The following are exempt:

• Academic teaching materials and course content not produced by the department of Technology

Enhanced Learning

• Research presentations and publications not funded by the University

• Materials for student organizations and clubs

• Student produced publications, not sponsored by the University

• Student recruitment material

• Catalogs and class schedules

• External publications

• University forms

• University stationery and business cards

• Recruitment materials for faculty and staff

• All advertising

• Press releases

• Signage and displays

• Invitations

• Promotional items

• Staff, faculty and department web pages

• All presentations if representing the

University

• University marketing material

• University-sponsored student publications



IDENTITY MARKS: University LogoThis logo may be used in full color, white on University blue, University blue/black on white. This logo must stand alone and it is not to be used in addition to another mark. The logo must be used as a single graphic, and not combined with another logo, mark, graphic or other visual element.

The University logo should be used on all print and electronic resources and materials to ensure immediate brand recognition, and must be placed on the front or back cover of all publications, and visibly present in the header of tamuct.edu and all web applications.

Logo SizingTo ensure legibility in print media, the University logo may not be reproduced in sizes less than 1 inch wide. The minimum size for digital media is 75 pixels wide.

Logo SpacingWhitespace surrounding the University logo is used to maintain the mark’s impact and legibility. In print media the minimum space is 1/4 inch. The minimum space for digital media is 15 pixels on all sides.




IDENTITY MARKS: University Logo (Stacked)

The stacked wordmark shown is another dimension of the main University logo. It will be used for promotional items and advertisements on an as-needed basis with prior approval from the department of Marketing and Communications.

The stacked logo may be used is full color, white on University blue, University blue/black on white. This logo must stand alone and it is not to be used in addition to another mark. The stacked logo must be used as a single graphic, and is not to be combined with another logo, mark, graphic or other visual element.

Logo SizingSee the University Logo on page six.

Logo SpacingSee the University Logo on page six.




IDENTITY MARKS: Specialty MarksUniversity SymbolThe usage of the University symbol alone is not encouraged and must be approved by the department of Marketing and Communications.

WordmarkThe wordmark logo may be used in conjunction with the University symbol. The wordmark may be reproduced in full color, white on University blue, black on white. This wordmark may be used as a standalone, but can also accompany the University symbol on marketing and promotional material.

University BadgeThe University badge is restricted based on the needs as determined by the department of Marketing and Communications.

Department badges may be created for social media profile photos only (see page 28).




IDENTITY MARKS: University SealUse of the Texas A&M University–Central Texas seal is highly restricted. Its use is confined to the following documents: diplomas and certificates evidencing completion of degree requirements and/or courses of study; all transcripts of grades earned for completion of coursework; and all contracts and documents which require the signature of the president and/or other responsible university officers which involve legal, ceremonial or financial transactions, if such documents require a seal.

Use of the seal as a design element on pamphlets, brochures, other printed pieces, and on novelty items and apparel is discouraged, and approval from the Office of the President is required for such use.



IDENTITY MARKS: Spirit MarkThe Warrior logo is intended to be a spirited mark for the institution, and may be used with the slogan “We Are Warriors.”

The use of the Warrior will be limited to Student Affairs, event promotion, student organization and club sport promotion, as well as approved special requests.

Student organizations and clubs must identify themselves as “TAMUCT [club]” and if using the Warrior, it should not be used as part of another mark and should not be combined with another logo, mark, graphic or other visual element.

Student organizations are not allowed to incorporate any aspects of the University logo or spirit mark in the creation of a student organization logo.

All designs using the spirit mark must be approved by the department of Marketing and Communications.

WE ARE WARRIORS.



IDENTITY MARKS: Spirit Mark (Continued)

This mark must face right, and right only.

The Warrior spirit mark must be used in its entirety.

The Warrior spirit mark may not be modified, and must appear in full color, white on University blue and black on white.

No markings may be made on top of or through the Warrior, unless approved by the department of Marketing and Communications.

All designs using the spirit mark must be approved by the department of Marketing and Communications.

Go WARRIORS!



IDENTITY MARKS: Additional LogosWellness LogoThe A&M-Central Texas Wellness Logo may be used only in relation to the System initiated Wellness program, and is to be used only by the department of Human Resources.

This logo may only be used in full color, white on green or black on white.

Online LogoThe “TAMUCT Online” logo is to be used when marketing 100% online programs, or anything in relation to the department of Technology Enhanced Learning. This logo must appear as shown on all marketing material; however, in some circumstances, only the icon may be used, as approved by the department of Marketing and Communications.

The “TAMUCT Online” logo may be reproduced in full color, white on blue, black on white.

Additional licensed logos are available; however, use of these logos is highly restricted.



IDENTITY MARKS: DO’s and DON’TsDo use only approved, unaltered versions of the A&M-Central Texas logos and wordmarks.

Do ask if you do not have the correct file or file type. If these file types are needed, please contact the department of Marketing and Communications.

Do remember when scaling (enlarging or reducing) the wordmark, to always use the ‘shift’ key to maintain the original proportion of the logo or mark.


Don’t re-create any logos.

Don’t use any logos within text.

Don’t combine the logo or symbol with any other marks, graphic elements or words except as specified.

Don’t alter any logos except to scale proportionally.


UNIT SIGNATURESTo protect A&M-Central Texas, a unified identity is imperative. Any communications representing any facet of the institution should use the brand consistently. The A&M-Central Texas symbol is part of the University’s official logo, and serves as the identity mark, and when branding departments, it’s always the first choice.

To allow colleges and departments and other University units to emphasize that they are an integral part of the University, the A&M-Central Texas symbol will be combined with the department service or college name for some marketing material and promotional purposes. The University website will be shown below the symbol with any and all department/college signatures (tamuct.edu).

Unit signatures may be allowed on promotional items, apparel and some marketing material with approval from the department of Marketing and Communications.

Marketing andCommunications

tamuct.edu


tamuct.edu

College ofEducation


USAGE CHARTFor spirit mark usage, please reference page 10.

Material

Stationary

Flyers/postcards

Newsletters

Advertising

Invitations

Videos

Banners

Displays

Padfolios/binders

Apparel

Promotional Items

University Logo Unit SignatureWordmark



CO-BRANDINGA&M-Central Texas has a variety of strong partnerships, and co-branding can help strengthen the image of these partnerships associated with the University. Co-branding with A&M-Central Texas provides instant recognition for clients, partners and public entities working with associated groups and partners of the University.

In order to successfully co-brand, we discourage the use of visual marks, colors and identities that place the units within or too close to the University logo. For more information on how to abide by the co-branding rules, please see below.

SizeThe co-branded logo and the A&M-Central Texas logo should be similar in size and proportional to the other. A logo being used for co-branding may never be larger than the A&M-Central Texas logo.

ColorThe preferred presentation of a co-branded logo is full color; however, they may be used in a singular color (black or white) as approved by the department of Marketing and Communications.

SeparationThe preferred spacing between co-branded logos is half the width of the University logo.

Any logo requests must be sent directly to the department of Marketing and Communications.

All co-branding marketing or advertising materials must be approved by the department of Marketing and Communications prior to distribution.



BRAND VOICEVoiceOrganic, consistent imagery and well-protected marks are important ingredients to maintaining the A&M-Central Texas brand identity. While these visuals are important, brand personality is also the product of the printed and spoken word. What is said is the message; how it’s said is the voice.

A&M-Central Texas is a powerful and engaging regional institution, focusing on the transfer student experience as well as engaging with the regional and local communities. The voice and message coming from the institution must be representative of these qualities and characteristics, while maintaining a traditional, yet inspirational tone.

“What is said

is the message

“How it’s said is the voice

Editorial StyleConsistent punctuation, grammar and overall style is also imperative to clear and effective communication. The Associated Press Stylebook should be the go-to resource for any and all marketing and communications content. The A&M System style guide can be found at http://www.tamus.edu/marcomm/written-style-guidelines/.

All marketing and communications content must be approved by the department of Marketing and Communications. Departments needing professional assistance regarding creation of web content, news releases, newsletters, magazines and marketing collateral may reach out to the marketing and communications staff.



BRAND COLORS

University Blue (Primary)PMS 655CMYK 100,80,12,63RGB 0,32,78HEX #00204e

PMS 655 (University Blue) should be the primary color used on all print and digital media where color is used.

PMS 202 (University Red) should never make up more than 30% of overall color or exceed the amount of the primary color (PMS 655).

Accent colors should never make up more than 10% of the overall color or exceed the amount of the primary (PMS 655) or secondary color used on print or digital media.

University Red (Secondary)PMS 202CMYK 29,95,75,29RGB 138,36,50HEX #8a2432

GreenPMS 363CMYK 79,23,100,9RGB 59,138,36HEX #3b8a24

PurplePMS 7447CMYK 71,80,28,11RGB 95,72,118HEX #5f4876

YellowPMS 7408CMYK 3,26,100,0RGB 248,191,0HEX #f8bf00

CyanPMS 308CMYK 100,59,35,15RGB 0,87,125HEX #00577d

Primary and Secondary Colors

Accent Colors



BRAND COLORS (Continued)

Grey 1PMS 877CMYK 47,39,40,3RGB 140,140,140HEX #8c8c8c

Grey 2PMS 5CMYK 31,24,25,0RGB 179,179,179HEX #b3b3b3

Grey 3PMS 420CMYK 19,15,16,0RGB 204,204,204HEX #cccccc

Grey 4PMS 663CMYK 9,6,7,0RGB 230,230,230HEX #e6e6e6

Neutral Colors



BRAND FONTSFor more information on purchasing the official University font, please contact the department of Marketing and Communications.

If you do not have access to the primary University font, Helvetica may be used as an alternative in print and digital media; however, it is highly discouraged.

Primary

GothamUsage Examples

• University Marks• University marketing material• Headers (when available)


Secondary

Times New RomanUsage Examples

• Body copy• Limited use for promotional items


STATIONARY: LetterheadUpper left-hand corner will include the A&M-Central Texas logo.

Upper right-hand corner will include the University website, tamuct.edu.

Department names may be listed at the bottom of the page above the address.

The mailing address is centered in a single bottom line and includes 1001 Leadership Place, Killeen, Texas 76549 as well as phone and fax numbers.

Format consistency on letterhead is important for brand identity.



STATIONARY: EnvelopesEnvelopes must include the A&M-Central Texas logo in the upper left-hand corner, no exceptions. Department names may be listed in the upper left-hand corner if applicable.

The mailing address will be listed under the University logo and will include A&M-Central Texas’ address: 1001 Leadership Place, Killeen, Texas 76549.



STATIONARY: Business CardsTo communicate effectively, business cards should contain only essential information, organized in the user-friendly format shown here.

All University business cards must be of standard size (3.5 inches by 2 inches).



TRADEMARK LICENSINGFor more information regarding trademarks or licensing, please contact the department of Marketing and Communications.

Trademark licensing protects and promotes the names, marks and logos of Texas A&M University-Central Texas and is administered as part of the Business Office, and the department of Marketing and Communications. The University has contracted with Learfield Licensing to aid in the administration, protection and marketing of the University’s trademarks and brand.

The use of any university trademark on a promotional item of any type requires prior written approval. This applies to all products, including those designed by students or student groups.



PHOTOGRAPHYPhotography is one of the most important aspects of marketing the University. Photos used in marketing material must represent the spirit and voice of our campus community. Real-to-life photos are key to illustrating the A&M-Central Texas experience.

Please consult marketing and communications for any photography requests.

For faculty, staff and students who take photos and would like to submit them to the department of Marketing and Communications, please email the photos to [email protected].


CONTACTAcademic Media and Web [email protected]

VIDEOSThe department of Academic Media and Web Services has experienced video/audio professionals available to assist colleges and departments in creating well-crafted, branded videos.

One of the most effective tools for communications at A&M-Central Texas is video. To ensure a consistent user experience and brand standards, it is critical that videos are of high quality, demonstrate excellent production values, and are distributed in the proper format and resolution.

Distribution Standards

• External marketing videos will be distributed through YouTube or Vimeo

• Internal marketing videos will be distributed through the University media streaming system

(Kaltura)

• Branded title and closing slates will be added to all videos

• Videos will be produced in no less than 1080i with a 16:9 aspect ratio

• Videos will include required open or closed captions


CONTACTAcademic Media and Web [email protected]

WEBSITEAdditional questions regarding the website and web governance should be directed to the assistant vice president of Technology Enhanced Learning.

Academic Media and Web Services collaborates with campus clients to design websites and web pages for the University community, specifically for academic and administrative units.

Web and content experts ensure consistency and maximize usability. Web and marketing and communications staff are here to help you communicate to your key audiences and deliver relevant information that is important in today’s digital environment. The department of Marketing and Communications will be responsible for content development and approval, while the department of Academic Media and Web Services maintains appearance, usability and infrastructure.

The Website serves as one of the most powerful marketing and communications tools for the University:

Marketing

• Recruiting new students

• Recruiting new faculty and staff

• Event promotion (University calendar)

Communications

• Public interest information, like news and stories

• Compliance information



SOCIAL MEDIA

“Social media moves in real time, which makes it more vital to think and review twice before publishing

For more information on the A&M System policy, please visit http://www.tamus.edu/marcomm/socialmedia/.

The department of Marketing and Communications oversees the main, institutional social media accounts on Facebook, Twitter, Instagram, YouTube and more. Social media is a great way to keep current and prospective students informed of campus happenings, share institutional and academic information, promote events, while serving as a brand extension. The department of Marketing and Communications will provide social media training to any division, unit or student group upon request, and will work with any and all departments to create compelling content to promote their division or unit.

A consistent message and marketing plan is key for a successful a social media presence.

Policy

Employees managing and/or posting on behalf of the institution on official social media accounts are expected to follow the same standards of conduct online as anywhere else in the workplace.

When a unit or department expresses interest in opening a social media account, it may be opened and operated as a University social media account once the department has created a marketing and communications plan, and it has been approved by the department of Marketing and Communications.

In addition, if a University social media account has been opened, the department of Marketing and Commuications should be notified as soon as possible. The department of Marketing and Communications, at its discretion, may conduct a social media audit at any time, for any reason.

Department badges may be created by the department of Marketing and Communications for social media profiles only.


CONTACT INFORMATION

MARKETING AND [email protected]

ACADEMIC MEDIA AND WEB SERVICES254-501-5959 [email protected]


2016 TAMUCT Brand Guide

Documents

Transcript of 2016 TAMUCT Brand Guide