Kalamazoo Valley Community College Identity Guidelines

TypeTreatment 5ThoughtMark™ 9.edyou™ 15AccentMark 19Variations 23O!cial Seal 25Athletic Cougar 27

Primary Palette 31Secondary Palette 32Tertiary Palette 33Approach 34

DIN Family 36Using DIN 37Myriad Pro Family 38Arial 39

Introduction 41Business Card 42Letterhead 43Envelope 45Fax Sheet 47Email Signatures 48

Campus 50Programmatic 51Department 52

Designation 54Uniforms 55Wearables 56Approach 59

Window Graphics 62Campus Signage 63Monumental Signage 64Way"nding 65

Style 70Approach 71

Elements 73Advertising 75 Outdoor 75 Print 76 Online 77 Admissions 78Internal 79 Communications 79 Marketing 81 Social Media 88Publications 89 Publications 89 Brochures 92Wearables 95 Uniforms 95 Merchandise 99 Specialty Items 100

Because presenting a consistent brand image is critical to achieving Kalamazoo Valley Community College’s strategic goals, our Marketing Department will manage, control and centralize communication and marketing activities throughout the College.

The Marketing Department is responsible for managing .edyou™ and it’s visual identity. The department coordinates the e#orts of all internal and external people who communicate Kalamazoo Valley’s message and identity — including all academic, non-academic, administrative and athletic units, as well as commercial vendors.

The Marketing Department is a team of experienced professionals who have been recognized in their disciplines for their expertise in the areas of marketing, publications, writing and design, event planning, advertising, Web and other multimedia services.

It only makes sense that Kalamazoo Valley utilize special talents within the college. Whether these students are part of your sta# or are marketing and design students, they need to be well versed in adhering to the guidelines set forth in this manual.

These students will need to work closely with BrandCentral and/or the Marketing Department.

To access these services, simply "ll out the Project Request Form available by contacting the Marketing Department at:269.373.7847

Kalamazoo Valley Community College does not have a conventional logo—a pretty dramatic approach for a leader in higher education.

We’ve implemented a Brand Identity Toolkit to represent the college in a completely di#erent way than any other college in the country.

Just as the school focuses on innovative approaches to curriculum and training programs, the identity toolkit was

created to be adaptable, multi-functional and innovative.

This allows marketing materials and college communications to be $exible, adaptive and to boldly stand out in a crowded and competitive marketplace.

Valley. That’s right. Simple, distinctive, easily remembered.

A "rst choice for higher education. As part of the overall branding process, Kalamazoo Valley is capitalizing on the power of a single word to capture attention and a#ect perception in a positive, proactive way.

Visually, we’re placing emphasis on the student-shortened version of the school’s name. “I’m going to VALLEY” is your new mantra for accessing your education—on your terms.

PANTONE® 639 C

Black

ApprovedThese are the only

approved versions of the TypeTreatment.

202 North Rose Street, PO Box 4070Kalamazoo, MI 49003-4070

www.kvcc.edu

When we use Kalamazoo Valley Community College, it is important to bring focus through isolation and scale.

The TypeTreatment is stacked $ush right, this lends it to be used accordingly when laying out pages or using in a template.

When we look at the future of visual communications, we don’t see designers, copywriters, animators and !lmmakers—we see you.

When we look at the future of science, we don’t see chemists, engineers and

technicians—we see you.Advertising

We are Kalamazoo Valley. The name of the college

must be used on all materials for external use.

AdvertisingThe TypeTreatment should

always have breathing room, if that means going

smaller—go smaller, but not too small.

Business CardLeading with Kalamazoo

Valley is important. When this is the case,

the TypeTreatment should be prominent.

Nope.Do not use any accent

colors in place of the primary palette.

Nope.Do not try and re-render

in any way—even if it looks close.

Nope.Do not change

the orientation.

Nope.Our TypeTreatment

should always contain the ™ symbol.

Our TypeTreatment works hard at distinguishing Kalamazoo Valley as a leader in higher education.

Do not put the TypeTreatments e#orts in peril by misusing the mark in any way.

KalamazooVALLEY

We expect to hear that question a lot, because it’s di#erent, it’s unusual and unique to Kalamazoo Valley—and quite possibly, it’s something that’s never been conceived before, anywhere in the world.

But our intent, frankly, is to use this device as an innovative new approach in branding our school.

So, we created .edyou™, not as a trademark, or service mark, but to serve as an evocative, visual representation of the Valley brand experience.

It makes you think. And that’s the "rst step in changing perception—because for many, perception is reality.

2-color on whiteThis is the desired use of the ThoughtMark™.

1-color Can be used on the

primary palette only.

2-color on blackWhen a darker

theme is necessary.

PANTONE® 639 C

Black

Blind embossing is a raised impression made without using ink or foil on the embossed image.

The .edyou™ ThoughtMark™ is both beautifully simple and, highly complex in an evocative, multi-faceted way. It was designed to bring the Kalamazoo Valley brand experience to life—visually, in a manner that a traditional logo could not possibly achieve.

It carries a powerful message and yet, used too often—the mark itself and its impact, could be trivialized.

Blind embossing the ThoughtMark™ allows us to send the brand message in an almost subliminal way, while retaining the full intent and meaning behind .edyou™. A blind embossed .edyou™ should only be used for key, visual materials when a conceptual message and a tactile impression are of primary importance.

A highly conceptual idea deserves white space. It needs to breathe. It needs to communicate and connect. Isolated, yet not alone.

It strengthens the brand every time you see it. Not to be taken lightly.

Our ThoughtMark™ jump-starts the thought process for every student, asking, it’s your education, what will you do with it?

We use .edyou™ inside a speak bubble to represent innovation, technology and a distinctive approach to education—an educational experience, where you are the experience.

Brand-CentricUsed as a highly

conceptual message. The ThoughtMark™

is intended to be the entry point to the

conversation.

Brand-CentricWhen a piece is

highly conceptual or brand-centric, the use of the ThoughtMark™

shall be the primary focus of the message.

TM

Director of Facilities & Construction Management Services

e [email protected] 269.488.4298

Brand-CentricThe ThoughtMark™ is

intended to be the entry point to the conversation.

It works perfectly for a business card.

DecorationDo not use the

ThoughtMark™ as a decorative element. It must

be used deliberately and on approved

materials only.

The ThoughtMark™ was never intended to be used frivolously. It should be strongly guarded and thoughtfully implemented on materials.

Nope.Do not switch

.edyou™ with .edu.

Nope.Do not place any

Valley-centric word in any representation of a

dialog bubble.

Nope.Do not move any elements around.

Nope.Do not trivialize our

ThoughtMark™.

Nope.Do not present the ThoughtMark™ in any color than what is approved in this manual.

Nope.Do not change the proportions.

Nope.Do not change the orientation.

Our ThoughtMark™ is very personal. Every experience is di#erent and unique to our students.

But do not try to convince others of this by personalizing our ThoughtMark™ in any way.

VALLEY

www.kvcc

Because the ThoughtMark™ concept is unusual, innovative and unique—a new concept in branding—we really want the world to see and experience this evocative mark. But, not to the extent that it’s diluted by overuse or ine#ectual representational uses.

It should always and forever be employed to express Kalamazoo Valley’s most highly conceptualized messages—in essence, student’s matter most.

The mark itself, .edyou™, exists in two forms; inside a speak bubble and as an unadorned text version. Use of the latter variation still communicates the essence of the school’s brand experience, but in a slightly less graphic manner.

This version of .edyou™ was designed for inclusion on materials where the speak bubble graphic could distract from the overall message rather than function as a complementary element.

We use .edyou™alone, outside the speak bubble when it is not necessarily the primary message, but it represents the college.

When using faces of our students, placing .edyou™ around the students face, head and shoulders creates the connection for our external audiences.

AdvertisingIn the marketplace, we are

still known as Kalamazoo Valley—but without

.edyou™ who would we really be?

Awareness CampaignJust because the speak

bubble is missing, doesn’t mean we compromise

negative space.

Internal DisplayUse in conjunction with

student photos to support our mission.

Desktop BackgroundWhen used in close

proximity to the College name, .edyou™

should act as the lead element.

Nope.All of the same rules apply

to .edyou™ outside the speak bubble as

they do inside.View page 7 for examples.

Nope.Do not run .edyou™ over distracting backgrounds.

Our ThoughtMark™ is very personal. Every experience is di#erent and unique to our students.

But do not try to convince others of this by personalizing our ThoughtMark™ in any way.

Simple and straightforward, the KV represents Kalamazoo Valley, of course.

And the circle? That was inspired by the dot in .edyou™

This is our AccentMark. An essential part of the Brand Identity Toolkit, it serves a highly useful purpose. Much like the period at the end of every sentence, it’s always there—and if not, well, it’s being used elsewhere as a cohesive visual link to the school and to the other graphic elements.

Let us show you what we mean, because a picture’s worth a thousand words.

PANTONE® 639 C

Black

AccentMarkThe o!cial use

includes the black ring and the ™ symbol.

Departmental AccentMark When used in conjunction

with program and departmental signatures,

this slimmer version is used to accent the department name.

See page Departmental Designations for details.

The AccentMark is intended to help brand college materials when the ThoughtMark™ is unnecessary or could be trivialized.

It should never be used as a lead element of any design piece. It’s use should help support materials that already carry the name of the college.

It can also act as a substitute for the college name on internal materials only.

The AccentMark is versatile and should be used in a way that supports this purpose.

UniformsUsed here as a patch,

the AccentMark is the epitome

of adaptability.

Event MarketingGeneral internal

marketing uses the AccentMark when .edyou™

is not relevant in that speci"c usage.

Flyer Template A signature element, the

AccentMark can help represent Kalamazoo

Valley when the name is not present on

internal materials.

International Fair

Nope.Do not use any accent

colors in place of the primary palette.

Nope.Do not try and re-render

in any way—even if it looks close.

Nope.Do not use the

AccentMark as lead graphic or as a

decorative element.

Our AccentMark is intended to support the rest of our Brand Identity Toolkit. It is used to help tell the whole story of Kalamazoo Valley by linking programs, departments and ancillary operations back to Kalamazoo Valley.

Do not customize or use inappropriately at any time.

Sometimes our TypeTreatment just isn’t adept at covering all of the unique needs of a college.

That is why we have a few variations that distinguish Kalamazoo Valley but have more universal applications.

Use these variations carefully. Most likely these will be used in internal student pieces, on merchandise and specialty items, with a few other uses around the college.

StackedA versatile use of our

name, Kalamazoo Valley, can be stacked

for use on a variety of materials.

MixedOur TypeTreatment minus “Community

College”, is a great way to build on our recognition

amongst students.

StraightUsed as a simple

distinguishing line, where the

TypeTreatment is not neccessary.

Here you can see how these alternative versions can be used on materials and merchandise.

TuesdaySeptember 7, 20109am–7pm

Door Prizes + Give-AwaysGamesFitness OrientationsStudent OrganizationsMassagesCollege InformationFree FoodScavenger HuntLive Radio RemoteLocal Businesses, Banks, Credit Unions + RestaurantsAssorted Activities

The Student CommonsTexas Township Campus

StackedGreat for merchandise and where horizontal

space is at a premium.

MixedPerfect for specialty

items and internal student materials.

StraightShould be used sparingly when the TypeTreatment

is unnecessary.

The College seal should appear on all Presidential college documents; • Degrees• Graduation Materials • Transcripts• Kalamazoo Valley Community College Board of Trustees’ documents• Select Kalamazoo Valley Community College Foundation materials• Contracts

The College seal is also approved for use on the Department of Public Safety badge.

The seal should not be used for informal uses such as on brochures, mugs, or $yers. Nor should it be used other than as a seal.

Enlarging the seal and using it as the design or background on a publication is not acceptable. The seal should always be used tastefully, as a representation of the College and its history.

The use of the seal is reserved exclusively by the Marketing Department.

When using the seal for approved documents, always leave negative space around the entire seal.

O!cialThe College Seal can

be used on o!cial graduation materials.

Police DepartmentThe College Seal can

be used on o!cial police badges.

What better breed of cat to represent a college than a Cougar?

The Cougar is Kalamazoo Valley’s athletic mascot. This athletic logo trademark is managed by the Marketing Department for use in the Athletic Department, in The O!cial Kalamazoo Valley Community College Bookstore, and student-centric recreational activities.

The new mascot was redesigned in 2009 and is intended to identify Kalamazoo Valley athletic programs and merchandise.

PANTONE® 639 C

Black

Vertical + HorizontalThese are the

preferred uses of the Cougar Mascot

on white.

1 color The use of a 1-color mark

should be used selectively

2 color Reversed These are the

preferred uses of the Cougar Mascot when

needed to reverse on a primary color.

The o!cial Cougar mascot can only be used with the primary palette. This strengthens the uniform look of all athletic and merchandising materials.

It is important to use the Cougar mascot in a bold and simple way.

More examples of using the Cougar and supporting elements are found here.

Programs + Publications Using the Cougar Mascot as

graphic element is highly encouraged. Remember to

maintain the integrity of the mascot at all times.

WearablesThe Cougar Mascot is a

point of pride for our Athletic Department as

well as the school. Simpler is better to gain recognition .

Color is an integral aspect of everyday life. It’s a fundamental part of our visual language and we wanted to use color as a natural indication of who we are, where we’ve come from and where we plan on going as a school.

Our palettes consist of bold, electric, and vibrant colors that speak to the diversity and colorful history of our students.

We use three palettes to distinguish Kalamazoo Valley as a unique educational experience. From the traditional classroom to our business partners, to the visitors in our Museum.

The primary Kalamazoo Valley color palette uses ValleyBlue, black, grey and white as an extension of the school and the community we inhabit.

They evolved, in part, out of the school’s 40-plus year history and are "rmly rooted in it’s technological, innovative and highly relevant future.

These four colors are intended to portray us as we are—a highly sophisticated and progressive educational organization. The core color palette should be used on all college communications if applicable.

There is no set color for individual campus locations, college departments or areas within the school.

When creating blends for digital communications, use the guides set forth by this manual.

PANTONE® 641 PANTONE® 639

C: 100 M: 18Y: 0K: 23

R: 10G: 162B: 243HEX: #00A0C4

C: 0 M: 0Y: 0K: 100

R: 0G: 0B: 0HEX: #000000

C: 0 M: 0Y: 0K: 90

R: 65G: 64B: 66HEX: #414042

C: 0 M: 0Y: 0K: 0

R: 255G: 255B: 255HEX: #"""

Black Black 90%

Black 90% Black 30%

Black 10% White

A secondary set of tonally compatible accent colors have been developed to support the primary color set and work with these colors in various combinations.

They are intended to complement the school’s use of large-format, portrait-style black and white photography and to add depth and visual interest to all media.

These colors may change, or be added to, as a direct re$ection of societal trends.


PANTONE® 220 PANTONE® Magenta


PANTONE® 605

C: 0 M: 56Y: 90K: 0

R: 246G: 137B: 51HEX: #F68933

C: 0 M: 100Y: 0K: 0

R: 236G: 0B: 140HEX: #EC008C

C: 7 M: 0Y: 100K: 28

R: 184G: 179B: 8HEX: #B8B308

C: 0 M: 2Y: 100K: 7

R: 244G: 220B: 0HEX: #F4DC00

A tertiary set of accent colors was created speci"cally for use in branding applications for the Kalamazoo Valley Museum.

These colors also complement and work well with the large-format, black and white imagery used by the Museum.

These colors may change, or be added to, as a direct re$ection of societal trends.

The Museum will use the primary color set as well to maintain visual consistency with the college brand through the application and use of Branding Toolkit iconography.

PANTONE® 187 C Multiply Black at 20%





C: 0 M: 100Y: 79K: 20

R: 196G: 18B: 48HEX: #C41230

C: 50 M: 100Y: 0K: 28

R: 126G: 12B: 110HEX: #7E0C6E

C: 0 M: 32Y: 100K: 9

R: 231G: 166B: 20HEX: #E8A713

C: 23 M: 0Y: 100K: 17

R: 176G: 188B: 34HEX: #AFBD21

C: 100 M: 0Y: 24K: 38

R: 0G: 120B: 38HEX: #00788A

When materials are produced, whether for recruitment, advertising, promotion, or internal uses, our style needs to be recognized.

Color can help separate our materials from other colleges by simply being bold. When targeting younger, traditional students, don’t be afraid to let color scream. It works perfectly with our black and white images.

When a more sophisticated approach is needed, use color as an accent.

Use transparency in all color swatches when overlaid on images. 90% should be just "ne.

Young AudiencesBold use of color helps

distinguish Kalamazoo Valley from other traditional community colleges.

Non-Traditional AudienceWhen a non-traditional audience is desired, use

color as an accent to the large photographs.

AdmissionsWhen possible use the

primary palette on all admission materials,

whether as an accent or a large swatch.

Complete the free application for Federal Student Aid (FAFSA) at www.fafsa.ed.gov or call 269.488.4340 with questions

• Work experience • Certi!cations • Past college credits • Military experience • Industry training

• Interests, personality, strengths and values

• Occupation information, current salary and job outlook• Required skills and education

• Resume critiquing • Interview skills • Internships • Employment website • Recruitment events • Volunteer opportunities

Connects you to community resources that may be of assistance

Help you navigate college and connect you to the proper college resources

• Choose from over 70 online classes• Access your student account to register and pay for classes• Stay in touch with peers and instructors through your student email

• Walk-in tutoring for Math, English, Writing, Accounting, Business, Computers, and the Sciences • Walk-in or make an appointment• PLATO, study groups, study skills

The power of words is undeniable.

We wanted from the start to make everything about the new Kalamazoo Valley brand resonate with student- centric school experiences. We left no stone unturned.

Typography is an essential part of the brand identity system and the consistent use of selected type families adds greatly to a consistent and cohesive visual style.

Kalamazoo Valley is a leader of innovative thinking and employs a state-of-the-art mentality towards its programs.

That’s why o!cial Kalamazoo Valley communications must use DIN, Myriad Pro or Arial font families.

This ensures those values remain in the forefront of our communications and correspondence.

DIN is a clean, modern and highly legible sans serif.

DIN-Bold is used primarily for headlines, titles and primary messaging throughout all materials.

DIN-Medium is used for all sub headlines and on occasion, body copy in selected print media when there is a limited use of text.

Our typography approach supports the overall brand experience.

Bold, di#erent, and relevant.

Using DIN e#ectively can add energy and impact to all our materials. It is important to use DIN selectively in long publications, as it is intended to be a headline typeface "rst and foremost.

Using DIN in as a primary messaging tool in body copy is okay too. Just don’t overuse it on long publications or with extensive body copy.

HeadlinesUse DIN-Bold in all caps for

headlines and for names of publications.

When a subhead is needed, don’t be afraid to tuck it in

on top of the headline.

Body CopyUse DIN-Medium in body copy when it is a primary

message. Here it is used in conjunction with Myriad Pro.

But those around you.

Developing your capacity to care, to prevent and to heal.

Myriad Pro Bold is used for sub headlines within body copy.

Myriad Pro Regular is used for primarily for body copy in all materials and publications.

Myriad Pro italic should be used sparingly within body copy for emphasis or in accordance to MLA Style Guides.

Myriad Pro BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Myriad Pro RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Myriad Pro Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

On occasion where someone without DIN or Myriad Pro needs to add body copy to existing college communications—such as text content on letterhead—Arial can be used. This font is a widely available sans serif typeface and computer font packaged with many Microsoft products, Apple products and many Postscript computer printers.

Arial Bold should be used in headlines and for emphasis within existing body copy.

Arial Regular should be used for body copy at a size and leading in accordance to guidelines in place.

Collectively, our collateral completes us from a visual perspective. It’s a microcosm of who we are and what we stand for as a school.

It’s distinctive, simple, bold, direct and it solidly positions us as a leading force in higher education.

We o#er the means for any one of us to initiate a conversation about engaging students through our ThoughtMark™

.edyou™, and trust us—there is no other school using this type of conceptual, visual approach to branding.

In the end, it all depicts and reinforces our greatest strength, simply what we do best—we focus on the success of each and every student every day, forever.

Often, letterhead, business cards and envelopes exist independently as the initial point of contact for an organization, its key constituents and strangers connecting for the "rst time.

This might be the only connection, which places a considerable weight upon these classic identity tools to create a favorable impression and leave a positive, professional image of the sender. Exceptional collateral must have character, but not be overly clever, obtrusive or pretentious.

Simple, bold, distinctive and memorable are key aspects of great collateral. This was our goal— exceptionally, great materials to e#ectively represent our school.

Then—we raised the bar. Not only does Kalamazoo Valley collateral communicate successfully with the outside world, it resonates e#ectively with our brand and de"nes us as the leaders in student-centric education.

TM

7107 Elm Valley Drive, PO Box 4070

Kalamazoo, MI 49003-4070

6767 West O Avenue, PO Box 4070Kalamazoo, MI 49003-4070

www.kvcc.edu

TM

Director of Facilities &

Construction Management Servicese [email protected] 269.488.4298

Representing the college is an honor. Introducing yourself, a privilege.

Business cards o#er people a "rst glimpse at our organization. Like all the visual materials created to support the branding initiative, these cards use an innovative multi-faceted design approach where each side is neither front nor back. Lead with either; it’s up to you. Proudly lead with the school—we are Valley, or begin with a conversation—because it’s really all about you and how you bring the .edyou™ brand to life every day.

The new cards are speci"cally designed to convey key aspects of the brand—to show how our school and our success is based upon approachable faculty, sta# and administrators, innovation, our progressive attitude and our emphasis on students.

Cougar Opaque White #100 Cover

NameDIN-Bold All Caps 9.25pt

TitleMyriad Pro 8pt

Email + Phone NumberMyriad Pro 8pt

Leading 10pt“@” should be 7pt

Campus NameDIN-Bold 9pt

AddressMyriad Pro 8pt

Leading 10ptWeb Address

Myriad Pro Semi-Bold 7.5pt

Shown at 75% of actual size

Double Line TitleIf your title is

extended, do not abbreviate. Instead

use this version.

Computer Support Technician


Director of Facilities & Construction Management Services



www.kvcc.edu

Letterhead serves a very important communications need and, just as importantly, it’s a doorway into our world.

It’s purpose—to visually establish the essence of our organization and convey information. We use clear, straightforward design with ample white space to reinforce our message—we are Kalamazoo Valley Community College, proud to be recognized as Valley. We close with the elegantly articulated brand sentiment at the bottom of the page with .edyou™, our ThoughtMark™, distinguishing us from all others in higher education.

Cougar Opaque White #60 WritingTM

Campus InformationDIN-Medium 7.5pt

Leading 8.5pt


You can "nd a Microsoft Word template at Forms Online.


Page MarginsTop Margin 2.25”

Left Margin 2”Bottom Margin 1.25”Right Margin 0.625”

TypeArial 9pt

SignatureName

Arial Bold 9ptTitle

Arial 8ptEmail, Phone

Arial 8pt

Envelopes o#er a "rst impression. People form opinions very quickly and base their perceptions on what they see. Since perceptions are reality for many, we want every perception to be positive.

To accomplish this, we chose a concise, direct visual approach to Kalamazoo Valley Community College business envelopes. We led with who we are, supplemented by an address re$ecting campus location within the Kalamazoo community.

On the far right end of each envelope we employed a visual punctuation point using our AccentMark to support the Kalamazoo Valley TypeTreatment and o#er a reference point for the location of addressee information in the center of the envelope.

Cougar Opaque White #24 Writing



CampusDIN-Bold 9.5pt over 10pt

AddressMyriad Pro 8pt over 10pt

Sendee Name + AdressArial 10pt

TemplateAn envelope template is

available at Forms Online


Though highly functional, the school’s catalog envelopes do more than simply protect their contents. The truth is—that envelopes, by their very nature, are all about presentation—making an entrance.

They’re an essential part of the way Kalamazoo Valley packages itself and its o#erings. Since we take what we do very seriously, it only makes sense to create a well-crafted envelope. Like letterhead and business cards, envelopes imply a great deal about the sender.

Our message comes through simply, distinctly and in a manner consistent with all branding and identity approaches for the school. The catalog envelope is no exception.

Cougar Opaque White #24 Writing


CampusDIN-Bold 15.25pt over

16.25ptAddress

Myriad Pro 13pt over 16.25pt

Sendee Name + AddressArial 10pt


Every aspect of the ways in which Kalamazoo Valley communicates both internally and externally needs to consistently re$ect the brand iconography.

Though traditional fax technology does not allow for the use of color, the school should be represented using black and white versions of the o!cial letterhead.

Stock Bond

_____________________________________________Date

_____________________________________________To

_____________________________________________Company/Department

_____________________________________________Fax Number

_____________________________________________Phone Number

_____________________________________________# of pages (including cover sheet)

_____________________________________________From

_____________________________________________Department

_____________________________________________Fax Number

_____________________________________________Phone Number

_____________________________________________Subject

Instructions + Comments

Brand consistency is essential in developing brand recognition. No detail is insigni"cant or too small. Even the emails we send to our constituents, as well as to existing and prospective students, are relevant to the brand and have been designed accordingly.

Kalamazoo Valley is a service brand that can be enhanced or diminished at every point of contact. Therefore, it’s essential to coordinate everything we do and say in support of .edyou™, our student-centic brand expression and the common experience shared by all who come in contact with the school, it’s students, faculty, sta# and administration.

We followed the same branding approach in developing a common email signature to ensure visual consistency across all computers used within the school.

NameArial Bold 10pt

Color: R:10 G:162 B:243

TitleArial 10pt

SchoolArial Bold 10pt

Email, PhoneArial 10pt

PersonalArial 10pt

WebsiteArial Bold 10pt

Color: R:10 G:162 B:243

Every single one of us, faculty, sta# and administrators alike, should fully recognize and understand the overall institutional hierarchy of our community college.

Considerations presented here have been de"ned and strongly endorsed and supported by the school’s administration.

This section is designed to emphasize the importance of working together collectively to strengthen our service brand.

Both internally and externally, we must consistently and comprehensively delineate our campuses, departments and programs through the use of dedicated brand iconography to visually de"ne core areas within the school structure.

As part of the branding process, campuses are designated by using the TypeTreatment followed by the campus designation.

This ensures the correct hierarchy is used and recognized throughout the community.

CampusesThese examples show

how the Kalamazoo Valley Community College relates to the campus name on all

college envelopes.

In order to di#erentiate between \campuses, programs of study and college departments, remain visually consistent with the brand and be easily identi"ed within the college organizational structure, we’ve developed the following iconographic approach. This will be used throughout the school.

Programs that exist within the Program of Study itself, are designated with the AccentMark which maintains its connection with the college when used on its own in advertising mediums and other internal/external uses.

In UseThis shows how a program

would be used in conjunction with Kalamazoo Valley.

When using our departmental names on forms, $yers, brochures, it is important to maintain a visual connection with Kalamazoo Valley.

Just like our programs, our department names are punctuated with our AccentMark.

In UseThis shows how a department would be used in conjunction

with Kalamazoo Valley.

Our student-athletes o#er a unique window on the Kalamazoo Valley brand experience. They are competitive, talented and play with extreme pride.

When visiting schools or prospective talent see how our players work and support each other—it is clear that we are all in this together.

That is why everything we do to represent our Cougars is done with care and done with purpose.

The Kalamazoo Valley Cougar mascot was redesigned to re$ect the proud history and tradition of Cougar sports here at the school.

The new cat is dynamic, assertive, distinctive and bold in approach and demeanor. Just like us. We play to win. And, we play for the sheer joy of collaborative competitive accomplishment, teamwork and school spirit.

Only variations approved by the Kalamazoo Valley Marketing Department are allowed for use in representing the school and it’s athletic programs. Cougar wearables and merchandise are also available through the college bookstores.

We ROAR!

Our TeamsOur Cougar is also

rendered with the custom typographic “Cougar” name.

For athletic teams, the name of the team/sport is

rendered in ValleyBlue/DIN-Medium centered directly beneath the mascot head

and Cougar name.

Our teams must be represented professionally. When selecting uniforms, it is up to the Athletic Department to adhere to these guidelines.

When choosing uniforms, select a supported fabric color.

These colors can be used in any combination, but must remain professional and in accordance with speci"c athletic guidelines.

Using ValleyBlue on uniforms is strongly suggested and should be implemented whenever possible. It is important to only use ValleyBlue where you can control custom colors.

Sample UniformsThese uniforms show

di#erent uses of the primary palette in creating uniforms.

Coordinated with the primary color palette used for the athletic uniforms, our team wearables re$ect the same sophisticated, stylized approach in the application of both graphics and colors.

Designed to support the brand, our athletes will convey a consistent image both on and o# the playing "eld.

Sample UniformsThese examples show

di#erent uses of the primary palette in creating uniforms.

It takes a charismatic leader to bring pride amongst athletes. Our coaches should set the precedent in proudly displaying our new Cougar mascot at all athletic events.

Coaches ApparelShould be consistent with

team uniforms in using the primary color palette.

No other versions of coaches apparel is allowed beyond those shown here.

DecorationThe front of apparel should

have the identi"ed team underneath the

athletic logo.

The college name shall be placed on the sleeve if not

used on the front.

When creating promotional materials with the Cougar mascot, the o!cial Cougar mascot is only permitted with the primary palette.

Cougar PrideThere are many di#erent

applications to use the Cougar mascot and supporting claw

mark. Remember to be simple and direct when creating

new combinations.

TechniquesApplying the Cougar on

materials should be done with precision and care. Subtle,

bold and energetic are words to keep in mind.

Color adds excitement and saleability to promotional items. When creating athletic-oriented materials with our secondary palette, be sure to use the claw mark.

Claw MarkTo support the Cougar

mascot, a claw mark was developed to add

depth and variation to promotional materials.

Cougar HeadOnly the 1-color version of the Cougar can be used on

the secondary palette.

Using the ClawSince the Cougar mascot is strictly reserved for use

on the primary palette, the claw mark can be used

on both secondary and tertiary palettes.

The claw can be used in conjunction with other

elements as a screen or be used independently as a

graphic element.

Using di#erent combinations of our Cougar marks, we can see how agile and adaptable the whole system is.

These combinations, in conjunction with the main Cougar Designations, can be used on materials, merchandise and uniforms.

Agile CougarTo support the Cougar

mascot, a claw mark was developed to add

depth and variation to promotional materials.

Kalamazoo Valley tells a compelling story.

We are a cornerstone in the local community, and a leader in education.

To help tell this story more clearly, we use a combination of large-scale window graphics and understated monumental signage. There is a reason why our monument signage isn’t expensive or elaborate.

It ensures that we never forget our purpose, showcasing what makes us who we are—our students.

Window graphics are an integral part of our comprehensive external signage program. Large-scale images have been designed to re$ect and personify the student-centric focus for which Kalamazoo Valley is widely recognized.

These images personify what transpires inside our buildings where students are actively engaged on an individual basis.

These graphics will also help visually link our three campus locations throughout the Kalamazoo community and instantly communicate the essence of the Valley brand experience. They also say to students, “you come !rst, we believe in you.”

Over time, as images require updating, it’s critical to maintain brand relevance by continuing the focus on what happens inside the building—students, education and ideas.

Getting it to stickWhen creating window

graphics, use bold, diverse and captivating student

faces. On traditional spaces, selective use of the primary

palette is preferred.

Getting it to stickOn more contemporary

or student speci"c spaces, prominent use of the sec-

ondary palette is preferred.

New exterior signage has been created for all three college campus locations using the primary color palette and graphic iconography. We chose contemporary, high-tech construction materials to underscore the school’s commitment to innovation and a focus on the future.

Signage for The Groves Campus and the Kalamazoo Valley Museum takes their respective needs into account as ancillary college entities.

Arcadia Commons Campus, The Groves Campus and the Texas Township 8th Street entrance all use the same basic signage framework.

Standing tallSimple, understated

monoliths anchor our three campuses.

Kalamazoo Valley Community College’s main campus, on West O Avenue in Texas Township uses a monumental sign designed to formally represent the entire school and it’s extended campuses.

Highly stylized, contemporary materials and an innovative approach to lighting make this a primary and very visible focal point which the community will come to recognize as the centralized heart of the community college.

Making a statementRegardless of the direction your driving, you will know

when you have arrived at one of the most innovative

and progressive community colleges in the country.

The very best way"nding systems make navigation simple, making it easy to "nd your way. Not a frustrating challenge.

We’ve made Valley navigation very intuitive, user-friendly and personal. Internal graphics re$ect a friendly, minimalistic directional approach, supported by overhead graphics to help you stay on course and "nd your objective—the "rst time, on time, every time.

Corners? We have those! The corner wraparound

will be used to simplify the directions in which to travel.

Interchangeable slots o#er $exibility and updating.

Color distinguishes classrooms from o!ces,

to accommodations.

Adding color is easyThe long, unmarked

corridors seem to blend together as you search

for room numbers or iconic landmarks.

Using this eye-level way"nding system helps break up the monotony.

Brand-centric graphics in selective overhead locations support the corner way"nding system.

To help simplify a student’s navigational journey, these overhead panels highlight key destinations in a single direction.

Other uses include: noti"cations, construction advisories, special occasions and programmatic advertising.

Adaptable Singular directional signs

support the corner system with use of primary palette

and student faces.

Notices and other special uses utilize secondary palette to

gain attention.

Programmatic advertisements use distinctive photos

and iconography.

All destination signage will utilize the primary palette to support a consistent and easily identi"able way"nding system.

AdaptableAll destination signs will

be created to work in the space in which they reside.

Retro"tting our exterior way"nding signs will not only save money but will be easily brought in line with the new interior way"nding system.

The signage will be simpli"ed into two directional areas and will be utilized to help students "nd their way.

Adaptable Exterior signage will be updated to simplify the

way"nding experience and to match monumental signage

and interior way"nding.

Kalamazoo Valley is a never ending story. We’ve gone to great lengths to capture those stories that comprise the organiza-tion itself, through it’s students, faculty, sta# and administrators—by using honest interpretations of real people who re$ect the actual Valley experience.

Our photographic style demonstrates the creative distinction necessary to promote our style of communication.

Speci"cally, we emphasize a creative style that conveys our desire to express:

• Intimacy• Harmony• Honesty• Authenticity

Our students are real people, with real aspirations and honest lives. It is imperative to capture that spirit in every photograph.

Black and white is a classic way of telling an authentic story.

There are some very important things to understand about Kalamazoo Valley’s approach to photography:

• These are real students• They are not in groups, they are individuals• They don’t always have to be smiling• They don’t have to be Honor Roll students

Respect their personality. Authenticity and realism is key. The goal should always be capturing the moment. Remember, the most commonly shared sentiment of Valley students—they believe in me. Show it.

Candid PortraitIt’s important to capture the believability of our students,

since we don’t use stock images, our students need

to be themselves to help distinguish

Kalamazoo Valley.

ConceptualWhen we are not shooting throughout campus and in

classrooms, photo shoots can take place for speci"c campaigns. But again, it’s

important to allow students to be themselves.

We are using a highly stylized, dedicated and intentional approach to photography for Kalamazoo Valley Community College.

By carefully managing this selective approach we can create a lasting and memorable impression and position the Valley brand in our regional marketplace. Capturing the essence of real Valley students is the critical factor in showing the bene"ts derived from the Valley experience.

Use dramatic cropping, scale and lighting to help viewers establish a personal connection with the subject. Don’t allow the background to overpower, dominate or compete with the subject.

A strong sense of self worth and determina-tion is highly desirable in expressions, attitude and overall demeanor. Whenever possible, shoot in natural light. Strive to maintain strong contrast unless the subject matter requires subtlety and sensitivity.

It is always important to show ethnic diversity as well as a range of age, gender and personal and academic interests.

What to CaptureGetting students to pose is

di!cult—but that makes our job easier. We strive

for candid, personable and authentic images.

Using Color PhotosColor photos can be used

sparingly as support imagery in brochures,

publications and other multi-page materials.

Color photos can not be used as lead images

for any piece.

When it comes time to create materials that represent Kalamazoo Valley Community College, we have to remember our foundation, our purpose—students.

How do we convey innovation, boldness, approachability, commitment, engagement, diversity and responsiveness while maintaining consistency?

We have built a strong foundation through research, design sensibilities and some trial and error to help create forward momentum in the style of materials.

We are a diverse college with many di#erent ethnic backgrounds. It is impor-tant to implement this diversity through-out our materials on a macro level.

When we use large format portraits of our students, it’s di!cult to "nd the perfect place for content and messages.

Using overlays alleviates the issue by giving us a blank canvas to work with.

Generic OverlayUse the three palettes to

choose an accent color. The accent color box should be proportional to the size of

the black box.

AdvertisementHere the message and the

TypeTreatment are isolated from the student.

Conversation.

Students listen to each other.

When a piece is targeted primarily towards students, the sentiments from their peers should take center stage.

The use of the implied ThoughtMark™ help students relate, as they do in social media, to one anothers experiences at Kalamazoo Valley.

Implied ThoughtMark™Use the three palettes

to choose a color. The color should "ll

the overlay.

Student to StudentSentiments should convey

honesty, authenticity and re$ect positively on

Kalamazoo Valley and the student pictured.

We’re here to help you realize them. This may only the beginning of your

educational journey—but you will never forget it.

Outdoor advertising can be used e#ectively to reach out to community constituents periodically to support the brand message. In this traditional marketing medium, brevity and focus remain the key. The Valley approach is a perfect "t.

Di#erentiation is the name of the game. Standing out in a highly crowded market positions our school as strategically positioned to o#er the community college model as a "rst-choice in higher education—with a simple di#erence, we make sudden success our primary, unwavering focus. And, we do that extremely well. In fact, we’re well-known for just that.

Billboard designs should display the same graphic style and student focus developed for all print media—large-format black and white photography, close-up, portrait-style images that capture pure and honest Valley student ethos and sentiments.

Boards using simple, direct messages are most easily remembered and recalled.

Text OnlyWhen a brand-centric

message is needed, keep it short, and include both

the ThoughtMark™ and the TypeTreatment.

PhotographicCarrying the photographic style, these boards should represent the brand senti-ment, letting our students

share their story.

Sharing experiences, acting as an informal resource and trusted advisor are goals consistent with contemporary marketing. People today trust their peers and tune out old-style interruptive marketing messages. We should always present actual students both verbally and visually to express the true nature of a Valley education.

Print ads should always use the brand iconography and access either primary or secondary color palettes. Visual prominence should always be a deciding factor in placing the school name (TypeTreatment). The ThoughtMark™ is intended for our highest level, conceptual messages. It evokes the brand promise and should be used in moderation, to avoid trivializing this powerful element of the toolkit.

A brand-centric approach uses large-scale, black and white portrait-style images to re$ect the brand “engaging students.” Copy is written using a colloquial approach that is, at once, approachable and friendly—o#ered from the student’s perspective. Simple and direct. Honest. Proud. Valley is always a “"rst choice” in higher education.

I couldn’t wait to start taking classes at Valley.

Everything fell right into place and I love it!

TM

We all come from di!erent places and we’re all unique in one way or another.

What’s common is that we listen, and we’re not afraid to talk with each other.

It’s about us—it always has been.

Our ImageWe use our students to tell

the story of Kalamazoo Valley. Their expressions and

their experiences should come across as positive

and authentic.

Speci#cThe message should be

short and honest.

.edyou™ and the TypeTreat-ment should be used on

all external advertisements where faces are used.

Name recognition, shared experiences, a consistently positive, reinforced brand message and coordinated colors and graphics are central to the manner in which Kalamazoo Valley should be represented in the public domain.

Exposure to the school through Internet advertising needs to respect the way in which people access and process information. Simple, honest communica-tion based on the brand is a must.

Transition

You have 4 secondsThe message should be

short and honest.

Recruiting students is hard work. E#orts to capture their interest and answer questions is a perpetual endeavor. Admissions can be a seemingly mysterious process. In$uences on every individual vary widely in a#ecting the decision of where to go to school.

Kalamazoo Valley considers its admissions support materials as $agship pieces, designed to underscore the relevance and value of Valley as a "rst-choice option in higher education. This literature features real students and information speci"cally targeted at new, returning and/or adult, non-traditional students.

The style is informal, friendly, conversational. Just like you. All the materials are designed to be a perfect "t—to inform, to enlighten, to assure. So that your transition to college life is a perfect "t for you.

DiversityThe Admissions Department

is the only department allowed to deviate from the

single student image.

Di"erentiationMaterials for Admissions should be functional but

also act as a point of di#erentiation. Sometimes

that means not showing students at all, but rather

o#er our ThoughtMark™ as a visual representation

of Valley.

When it comes to extending the Kalamazoo valley brand every document, every piece of visual media used to represent the college or enable, assist or perform college communications, no matter how, must use appropriate brand iconography.

Forms will vary in terms of TypeTreatment and AccentMark placement due to content and spatial limitations. A wide variety of templates are available at Forms Online.

Simplicity is the key. Generally black ink will be the standard. In the event multiple colors are available, you should follow the standard guidelines outlined previously in this manual.

Printed FormsShould use departmental

designations (found here) in the upper left corner.

SignaturesA consistent signature

footer should be found on all forms

When presenting Kalamazoo Valley Community College to an external audience on behalf of the college, you must use one of the supplied PowerPoint templates.

These templates allow for content to take center stage but remain consistent to our other communication tools.

Dark ThemeThis template uses a

more polished and professional appearance.

Blue ThemeThis template showcases our

Valley Blue color and has a little more universal use.

Students are constantly inundated with information. When they stroll through hallways, the last thing they need is a complicated message about college events.

When it comes time to internally market events throughout the college, you must work with one of the Marketing Department supplied templates.

These $yers become consistent, professional and simpli"ed. Leading to higher participation and recognition amongst students.

Over time, students will relate to these postings as college sponsored, and will give more merit to them.

Simple NoticeTo help centralize campus

events and activities, a collection of templates are

available to help spread the word.

Alternative NoticeTo help centralize campus

events and activities, a collection of templates

are available to help spread the word.

[email protected] www.kvcc.edu/veterans

TuesdaySeptember 7, 20109am–7pm

Door Prizes + Give-AwaysGamesFitness OrientationsStudent OrganizationsMassagesCollege InformationFree FoodScavenger HuntLive Radio RemoteLocal Businesses, Banks, Credit Unions + RestaurantsAssorted Activities

The Student CommonsTexas Township Campus

When an event transcends normal requirements or is one of the few $agship events for the college, speci"c attention can be given to creating something completely unique.

A few parameters must be met:• Lead time is necessary• Administration approves of event classi"cation• An external audience is desired and marketing is implemented externally

Unique EventsUnique designs are created

when signature event parameters are met.

Unique EventsOn special occasions,

completely unique event materials can be created at

the explicit discretion of the Marketing Department.

WEDNESDAY5:30PM–8:30PMRADISSON PLAZA HOTEL & SUITES

MAY 12, 2010

2010 OPPORTUNITIES FOR EDUCATION

Kalamazoo Valley Community College Foundation presents

A scholarship fund raising dinner

JIM “THE ROOKIE” MORRISKeynote speaker

On May 12, the Kalamazoo Valley Community College Foundation will present the 6th annual Opportunities for Education Scholarship Fund-Raising Dinner. This dinner benefits outstanding students with financial needs.

For additional information, please call the Kalamazoo Valley Community College Foundation O!ce at 269.488.4442.

When creating materials to promote sponsored events taking place on any of the three college campuses, always use templates available through the college Marketing Department or follow these simple guidelines.

While it’s important to capture or represent the scheduled activity coming to campus, it is also essential to simply and directly identify Kalamazoo Valley as the hosting entity as shown.

International FairThe bottom line

Use the most simple, unadorned representation for the school (the college name is set in DIN) located

in clear area below the event message in conjunc-tion with the AccentMark.

AlternativeUse the TypeTreatment

located in clear area below the event message.

Helping individual programs gain awareness amongst the student body is a perfect avenue to support the individuality of our o#erings.

Our students. Focus on them while supporting the program with relevant messaging and support images.

Education ExperienceA student in the program is

the best spokesperson.

Sharing the education experience should

be promoted.

This program prepares graduates for employment in chemical-laboratory settings including pharmaceutical, paper, plastic, automotive, waste water, and environmental operations. Chemical technicians may work in research and development, product testing or general chemical analysis.

For further information:www.kvcc.edu/careerguides

When o!cial Kalamazoo Valley correspondence is sent externally for any variety of reasons, it must be consistent with our materials.

Cover SheetsAll cover sheets follow

a tight grid system and shall be right justi"ed and

anchored near the bottom of the page.

Two-color is optimal if it can be a#orded.

Any new visitor, family member or prospective student could be attending a simple luncheon, banquet or event.

But we never take a day o#. Our materials, no matter how small or big carry the new identity and adhere to guidelines set forth in this manual.

Programs should maintain the clean, simple appearance on the cover and, whenever possible, include photos of our students within the program itself.

Program CoversAll program covers follow

a tight grid system and shall be right justi"ed and

anchored near the bottom of the page.

Two-color is optimal if it can be a#orded.

Program InsidesUsing the supported type

styles, the layout should be clean, utilize ample negative

space and contain brand-centric messaging through

photographs and language.

InvocationDaniel CunninghamPastor, Greater Faith Ministries/Math Instructor, Kalamazoo Valley

Mistress and Master of CeremonyHarmony Durden, Business AdministrationAndrew Taylor, Pre-Law

WelcomeAmiee Wyatt, Elementary Education

AcknowledgmentsBonita Bates, Director Transfer Resource Center/Focus Program

Drum SoloCalvin Green, International Studies

Introduction of Mentors/MenteesRobyn Robinson,O!ce Specialist, Focus Peer Mentoring Program Coordinator

Farewell to Kalamazoo ValleyTyler Gilland, Secondary Education

Solo “Never Give Up”Shauntrece Stokes, Liberal Arts

Introduction of SpeakerAlexandra OpokuPre-Medicine/President-Elect, Phi Theta Kappa

SpeakerLateshia L. Agnew, Master of Arts to be completed Spring 2011-WMU; Certi"ed Family Life Educator; BS, WMU; AA, Kalamazoo Valley Community College 2006

Presentation of AwardsMrs. Anna Whitten, Secretary, Kalamazoo Valley Community College Board of TrusteesDr. Marilyn Schlack, President, Kalamazoo Valley Community CollegeCourtney Deloney, WMU Graduate Assistant, Focus ProgramEzra Bell, Transfer Coach, Transfer Resource Center/Focus Program

Slideshow-“I Gotta Believe”

Closing RemarksLaura Cosby, Director, Student Success

When creating generic business cards, be it for noti"cations, department noti"cations, program instructions, the card must stand out from the college’s collateral system.

This generic card template works in many di#erent ways, but is always the same size and always contains speci"c program or departmental contact information.

GenericThese cards contain variable

information to achieve individual objectives of the

program or department.

Dimensions are intended to accommodate printing 6-up on a standard letter

size sheet.

Job Search TipsRésumé CritiquingPractice InterviewsVolunteer ServicesEmployability EtiquetteInternships

Texas Township Campus 269.488.4272

Guaranteed to be current!


Even in cyberspace it’s important to re$ect the Valley brand. Here, student faces are used rather than buildings or campus photos for use as pro"le images. Any school entity actively using approved social media channels to communicate with students or our constituents must use these images. A selection of di#erent faces is available from the Marketing Department.

Ideally, these can be uploaded to social media applications like Facebook and programmed to cycle throughout the week/month so that viewers returning to your page can see a di#erent face. The face of Valley.

Pro#le PhotosUnlike other schools,

our buildings and signs don’t mean much—our

students do.

All social media pro"le images should be students

with the TypeTreatment overlayed on our colors.

The importance of maintaining a consistent brand message across all mediums is imperative to the success of .edyou™.

Publication covers must showcase the foundational principles of our brand—students.

Images should re$ect these students as honest and authentic. It is preferred that images of campuses, buildings or other inanimate objects of Kalamazoo Valley not be used as lead images.

Diversity is implemented across publications on a macro level. This means looking at a collection of di#erent publication covers, you should see great diversity in our student faces.

Sample CoversThese images show how graphic

elements are used to carry our brand message.

Large, single student portraits.Negative space

Swatches of colorGrid based

Selective use of ThoughtMark™.

If we feel strongly enough about our visual communications to commit them to print, then we need to employ highly consistent, bold, and uniquely stylized approaches when visually de"ning Kalamazoo Valley.

Present detailed information using a grid system augmented by the large-format, black and white, portrait-style images that de"ne the brand. O#er a visual hierarchy to help readers move throughout the content easily in a user-friendly and personal way.

Sample spreadsThese images show how graphic

elements are used to carry our brand message throughout

our publications.

Photos support audience Swatches of color

Grid basedCorrect use of font families

Constant and continual usage of the Kalamazoo Valley brand signature will strengthen public understanding of the scope and diversity of this organization.

Identifying our three campus locations will serve to pull everything together in the minds of our students and constituents so that while separated geographically, we are Valley.

We are connected visually and by reputation – our focus perpetually centered on you.

Telling the whole storyWhen it is time to give our

students and constituents our information, we must incorporate the entire

Kalamazoo Valley family.

As the hierarchy goes, our campuses take the spotlight over

any department or program.

Use of the AccentMark as the sign o# or period is a good way

of punctuating the entire publication.

Texas Township Campus6767 West O Avenue

PO Box 4070Kalamazoo, MI 49003-4070

269.488.4400

Arcadia Commons Campus202 North Rose Street


269.373.7800

The Groves Campus7107 Elm Valley Drive


269.353.1253

Our students once again take center stage on all of our communication materials.

Helping showcase our diversity, our brochures tell the real story of Kalamazoo Valley. We are a student-centric organization and we proudly have current and past students helping spread that message.

Transfer Resource Center6767 West O Avenue Kalamazoo, MI 49003

Deadline:

Application:Phi Theta Kappa Alumni ScholarshipAmount:Eligibility:

Deadline:

Application:

Presidential ScholarshipAmount:Eligibility: Deadline: Application:

Transfer Achievement ScholarshipAmount: Eligibility:

Deadline:

Application

$1,500 per year (Renewable)3.5 GPA minimum in transferable credits; com-

pleted min. 26 transferable credits by May 15

May 15-all documents must be postmarked

by this deadline-available to students

entering any semester; must enroll minimum of 6 credit hours None (Funds awarded as available)

Distinguished Community College Scholars Award$6,000 for two years ($3,000 per year)3.75 GPA minimum in transferable creditsAdmitted to university by March 1-must

enroll as full-time student

3.5 GPA minimum in transferable coursesRecommendation of PTK Advisor Admitted to university by March 1-must

3.5 GPA minimum in transferable credits

None. Selected by community college

Class schedules include complete listings and descriptions of classes o!ered when and where. Schedules are available

6767 West O Avenue Kalamazoo, MI 49003

www.kvcc.edu/!nancial

Short-foldAll of our brochures are

presented with a large, individual student and accompanying text

if necessary.

All brochures also include a short fold with the title of the brochure

running along the colored bar.

The name of the college must be on the lead photo and must

be legible.

Our communications and marketing collateral depend on the use of an underlying grid system and consistent use of the brand iconography and colors.

Brochures should re$ect the same attention to detail and student-centric focus used for all Kalamazoo Valley visual materials. Navigating the content should be kept organized and accessible for readers.

Simple, bold headlines are a means to an end, help viewers get what they came for and reinforce the brand with select student sentiments and observations whenever space permits.

Visual SpreadsStudents should be front and

center throughout all brochures.

Using typography, break up text into digestible chunks that are

easy to read.

Use color swatches to highlight important information or to

separate panels.

Informational SpreadsWhen the brochure is strictly

functional and there is a lot of information, use columns of text

with varied sizes and colors.

But I couldn’t a!ord to get there. Financial Aid was the only way I could make it. The process was

made easier with the help from the Financial Aid o"ce.

Kalamazoo Valley Community College o!ers you a quality education at an a!ordable price and #nancial aid is available.

To be eligiable to recieve !nancial aid you must:• Be a U.S. citizen or eligible non-citizen;

• Be enrolled at Kalamazoo Valley Community College, making satisfactory academic progress;

• Demonstrate #nancial need and/or achievement;

• Not be in default on any Title IV HEA grant or loan at any institution;

• Maintain #nancial eligibility; and

• Demonstrate ability to bene#t from academic programs.

• Grants (do not require repayment)• Scholarships (do not require repayment)• Employment (does not require repayment)• Loans (must be repaid)• Additional Financial Aid Programs - Listed at www.kvcc.edu/#nancial

To check your #nancial aid status, become familiar with KVCC’sValley Information Portal (VIP) system. This site allows you tocheck your #nancial aid information periodically for any changes to your aid eligibility. Go to www.kvcc.edu and click on VIP.

To schedule an appointment, contact the Student Service Center at 269.488.4100. For additional information, visit our website at www.kvcc.edu/#nancial

Applying is not di"cult. Quali!ed !nancial aid sta# are available to assist you. Just follow the steps below:

Complete the Free Application for Federal Student Aid (FAFSA)• Electronic FAFSA (preferred) - www.fafsa.gov• PDF FAFSA - (download) - www.federalstudentaid.ed.gov• Paper FAFSA - contact the Federal Student Information Center at 1-800-433-3243

Additional information may be requested based on your !ling statusYou must re-apply for #nancial aid each year, preferably during the months of January through March for thefollowing academic year.

Filing is noweasier than ever

Step 1: Complete an ApplicationApply for free online at www.kvcc.edu or in person at the Student Service Center at either the Texas Township Campus or Arcadia Commons Campus. Printed applications are in the class schedule and the Programs of Study booklet.

Step 2: Submit your ACT scores (school code: 2016) or schedule a Placement Assessment• Assessment and ACT scores are used for course placement.• Call 269.488.4100 to set up an appointment or to ask questions.

Step 3: Attend OrientationLearn about campus life, college resources, schedule classes, take a tour and develop your plan.

• Climax-Scotts • Galesburg-Augusta • Kalamazoo• Mattawan

• Portage• Vicksburg• Schoolcraft• Comstock

• Gull Lake• Parchment

Certi!cate – Approximately one year of full-time coursework, 30 credit hours.Associate Degree (AAS) – Approximately two years of full-time coursework, 62 credit hours.Associate Degree Transfer (AA/AS) – Approximately two years of full-time coursework, 62 credit hours.

Full-time coursework consists of 12 or more credit hours per semester.

A student ID card is necessary to use the libraries, computer labs, Kalamazoo Valley Wellness and Fitness Center and the Kalamazoo Valley Testing Center. Cards are issued by the Student Service Center on both campuses throughout the semester. Each registered student will be issued a permanent ID card that will be active from the !rst day until the last day of the semester. It is important that students’ name changes be updated.

All current students get an email account. Email is accessible at vip.kvcc.edu

Username – First initial, last name and the last four digits of your Valley ID number (jsmith1234).Password – Is initially set to your six-digit birthdate (MMDDYY).

Students are required by law to verify residency prior to registration. Your tuition rate is based on the classi!cation of your residency. Proof of residency is required in the form of a valid driver’s license with photo, voter-registration card, or State of Michigan ID carrying the address to be used for registration and college records.

Tuition is based on residency: In-district, out-of-district, and out-of-state. In district public school systems include:

• Grants • Scholarships

• Work Study • Loans

Complete the free application for Federal Student Aid (FAFSA) at www.fafsa.ed.gov

Call 269.488.4340 with questions.

• Career Services • Counseling• Credit for Prior Learning • Employment Services• Focus Program • Internships• Life Resources • Special Services• Strengths • Student Activities• Student Organizations • Transfer Resource Center• Tutoring • Veterans Support O"ce

For more information regarding any of these services, visit the Student Success Center on either the Texas Township or Arcadia Commons campuses or visit us at www.kvcc.edu/successcenter

To one degree or another, everyone follows the same basic steps in making a career decision. The six fundamental steps include: self-assessment, career exploration, decision making, job search, working and re!ecting.

We encourage you to follow the systematic and purposeful approach suggested in this brochure and seek the advice and guidance of a Kalamazoo Valley career counselor or employment services professional. When you do, we aresure you will "nd that the career decision-makingprocess is a more streamlined and e#ective way tomake a ful"lling career choice.

Read on to discover the valuable services available to you at no cost.

The Career Services o$ces (Texas Township Campus and Arcadia Commons Campus) provide career assessments for students who need assistance in career decision-making.

Determining your interests, personality, values, and strengths is an important step in the career decision-making process. Among the assessments available to students are the Strong Interest Inventory, Do What You Are, Bridges.com, and StrengthsQuest.

Occupational information systems can help you narrow your career selections by providing information about work activities, national and state-based salaries, job outlook, required skills, and educational requirements related to a "eld of interest. In addition, Career Services o#ers a wide variety of resources.

Personal help is available in selecting a career. Career counselors are available to assist you in developing a Career Action Plan to successfully achieve your educational and career goals.

Individual appointments can be made with a career counselor who will help you sort through the many issues and factors that impact a career decision and help guide you on a clear path.

Determine Your Options Weigh Your Decisions

Make a Plan

Looking for a Job Résumés & Letters

Interviewing

Job O#ers On the Job

A very important step in launching a successful career is the job search itself. Assistance is available through Student Employment Services in helping you to look for a job, write a resume and cover letter, and prepare for the job interview. See a complete list of services below:

Employment Web Site• O#-Campus jobs • On-Campus jobs• Internships • Volunteering• Job Search Information

Resume and Employment Letter CritiquingCurrent students and alumni can schedule an appointment for assistance in developing resumes and cover letters before approaching potential employers.

Interviewing Skills and Advice• Assistance is available to help you prepare for an interview.• Appointments can be made for practice interviews.

Internships• An Internship is a work-related experience in your speci"c area of study which can give you college credit toward your degree or certi"cate program.• Internships can be paid or unpaid experiences.

Recruitment Events• Employment Expo • On-campus job recruiting • Volunteer Fair

What made it easy, was the care and dedication of the

Kalamazoo Valley Career and Student Employment sta#.

Personality Interests

Values

StrengthsLearning Style

Work Style Skills

Re-evaluation

Research ActivitiesJob Shadow

Experiential LearningInformational Interview

Residence Life ScholarshipAmount: $3,618 (cost of residence hall room)Eligibility: 3.0 GPA minimum 30 transferable semester hoursDeadline: NoneApplication: PDF application-CMU website

Community College Honors ScholarshipAmount: $2,500 (Renewable)Eligibility: 3.5 GPA minimum Minimum 56 transferable credit hoursDeadline: NoneApplication: Automatic Transfer Recognition ScholarshipAmount: $1,000 (Renewable second year)Eligibility: 3.3 GPA minimum, 30 transferable semester hoursDeadline: NoneApplication: None (Contact CMU Admissions O!ce)

Community College ScholarshipAmount: $1,000 (Non-renewable)Eligibility: 3.0 GPA minimum Completed minimum 30

transferable creditsDeadline: Admitted to EMU prior to May 15 for Fall and November 15 for WinterApplication: Automatic, no application beyond EMU admissions applications

Recognition of Excellence ScholarshipAmount: $2,000 (Renewable)Eligibility: 3.5 GPA Completed minimum 30 transferable hoursDeadline: Admitted to EMU prior to May 15 for Fall and November 15 for WinterApplication: None

Regents ScholarshipAmount: $3,000 (Renewable)Eligibility: 3.7 GPA Minimum 30 transferable creditsDeadline: Admitted by May 15-Fall/Nov 15-WinterApplication: None

Transfer Academic Excellence Scholarship Amount: $4,000 (Renewable)Eligibility: 3.7 GPA minimum Minimum 24 transferable credits Not have attended 4-year college after

completing Kalamazoo Valley Deadline: May 15Application: Automatic

Transfer Residential Life ScholarshipAmount: $2,000 (Renewable second year)Eligibility: 3.0 GPA minimum Associate degree Not have attended 4-year college after

completing associate degree Must enroll full-time at FSU; live in residence hall, Big Rapids campusDeadline: May 15Application: Automatic

Transfer Academic Achievement ScholarshipAmount: $3,000 (Renewable)Eligibility: 3.3 GPA minimum 24 transferable creditsDeadline: May 15Application: None

Awards for Excellence Amount: $1,200 (Renewable)Eligibility: 3.75 GPA minimum Associate degree-matriculate directly

to GVSUDeadline: Admitted to university by Dec. 31Application: None (as funds avail./GVSU selects)

Distinguished Graduate ScholarshipAmount: $2,000 (Renewable second year)Eligibility: 3.50 GPA minimum Associate degree-matriculate directly

to GVSU Deadline: Admitted to university by Dec. 31Application: None (Selected by Kalamazoo Valley)

Phi Theta KappaAmount: Up to $1,200 Eligibility: 3.5 GPA Minimum Associate degree-Matriculate directly

to GVSU Member PTK Honor SocietyDeadline: March 15Application: Available through GVSU Admissions

Community College Valedictorian ScholarshipAmount: $300 per semester (up to 4 semesters)Eligibility: Community college graduate designated

valedictorian of their graduating classDeadline: Admitted to university by April 15Application: None Trustee ScholarshipAmount: Half tuition up to 16 semester hours

for 4 semestersEligibility: 42 or more transferable credits. 3.5 min. GPA, community service and

activities are consideredDeadline: Admitted to university by April 15Application: Available online through MSU Admissions

Transfer Phi Theta Kappa AwardAmount: $500 (Renewable)Eligibility: Member of Phi Theta Kappa, transfer

directly to NMU with full-time enrollment Deadline: None Application: None. Awarded to all who meet Criteria

Transfer Merit Award Amount: $1,000 (Renewable)Eligibility: 3.5 GPA. Must enroll full-time @NMUDeadline: None Application: None (As funds are available)

Community College ScholarshipAmount: $1,500 one-time awardEligibility: 3.5 GPA minimum 30 transferable credit hoursDeadline: Admitted to university by February 1Application: None (Selected by university) Community College Scholar AwardAmount: $5,000 renewableEligibility: Minimum transfer GPA of 3.8 30 transferable credits, involvement

in community serviceDeadline: March 1-Fall/November 1-WinterApplication: Available through U of M Financial

Aid website

We can’t say that enough. We can ensure that every student comes to know this implicitly and shares that common experience with others.

Pride in accomplishment made possible by faculty, sta# and administrators will be o#ered as a primary reason for their success.

Financial Aid O!ce6767 West O Avenue Kalamazoo, MI 49003

(269) 488.4340 "[email protected]

www.kvcc.edu/"nancial

Student Employment ServicesTexas Township Campus 269.488.4272

Arcadia Commons Campus [email protected]

employment.kvcc.edu

Career ServicesTexas Township Campus 269.488.4100Arcadia Commons Campus [email protected] www.kvcc.edu/career

• Strengthen your resume • Provide opportunities for career exploration and job experience • Include Informational Interviewing and Job Shadowing• Involve on-campus recruiting

Once on the job, we encourage you to continue taking classes at Kalamazoo Valley Community College. It is good to evaluate your circumstances from time to time and determine whether more education and training are needed.

We encourage you to be a life-long learner and welcome you back to Kalamazoo Valley.

America’s Career InfoNetwww.acinet.org

Occupational Outlook Handbook (OOH)www.bls.gov/oco

Thomson Peterson’swww.petersons.com

O*Net Onlineonline.onetcenter.orgwww.salary.com

What Can I Do With This Major-Degreelavc.edu/StudentServWebsite/Transfer/majors/default.html www.indeed.com www.directemployer.com www.MLive.com/jobs www.jobster.com

Contact InformationThe back panel of our

brochures should maintain the approach shown here.

A single, candid shot of a student with the AccentMark properly

placed near the head.

Financial Aid O!ce6767 West O Avenue Kalamazoo, MI 49003

269.488.4340"[email protected]

www.kvcc.edu/"nancial

If, as they say, clothing makes the man (or woman), at Valley, there’s more to that belief than meets the eye. Literally. Here, uniforms actually make a di#erence and are a signi"cant contribution in supporting the brand, and living it as well.

Our uniforms are actually brand extensions, critical to long-term recognition and appreciation of the shared experience common to students and visitors to the school. Everything, including uniforms, says—we care about you, and we’re proud to show it, everyday, forever.

We are, unequivocally, a service brand. We can’t emphasize this aspect of our collective future enough. Our brand can be diminished or enhanced at every point of contact. And, wearing uniforms proudly, goes a long way toward showing our shared commitment to the brand.

It’s about you. You can even see it in the way we dress.

Fabric Colors All uniforms, for all

departments, must be limited to these colors.

Production Methods The ™ should be used on all

iconography for clothing.

The following are approved methods for

decorating uniforms:Embroidery

Screen PrintingTwill

Sublimation

* Defer to vendor for recommendations

depending on fabric choice.

TM

Farbric Dark grey, medium

grey, black and white fabric available.

Decoration Lead with .edyou™

Tuck Facility Services under and add the AccentMark on

the sleeve.

Our facilities department has a positive and engaging presence on all of our campuses.

Visitors will often see them "rst on arrival at Valley. And it’s there, on the uniform chest emblazoned simply, yet distinctly and worn with obvious pride—.edyou™ that the brand is brought to life.

Approachable, dedicated, committed to student success apply just as much to the men and women of this department as the rest of us in the Kalamazoo Valley family.

That’s how the brand works. A group of enthusiastic people aligned to a central purpose.

Decoration For academies, leading with

the Kalamazoo Valley (notice the omission of community

college), followed by the academy name brings the

program into focus.

ProgramDIN-Medium

Right justi"ed on (1) lineCentered on (2) lined

Sleeve DecorationAlthough to many .edyou™ does not mean much, to us

it means everything. Wear it proudly, as it is a required

element on all uniforms.

Academy uniforms o#er us the opportunity to draw attention to the numerous academies that exist at di#erent Kalamazoo Valley campus locations. From an identi"cation standpoint, we always lead with the name of the school, followed directly below by the academy name set in DIN.

As with all uniforms, the color break for the branding iconography depends on the number of colors used in the production process. Those guidelines are detailed previously in this manual.

Informal Uniform For departments that need

informal t-shirt uniforms, use the AccentMark and the

department name.

The back of the shirt is $exible and can contain information relevant to

that department.

Decoration Located on the left chest,

the department name and the AccentMark are used.

DepartmentDIN-Medium

Right justi"ed

It is recommended that .edyou™ is used, but it must be used as a sole element or used in a fashion that is shown here in the uniform section of this manual.

School Pride Consistent school colors,

clean appearance and prideful messages support

Kalamazoo Valley merchandise,

The KVCC BookStore is, virtually, “a window on the world.”

Every item purchased reaches the public domain (at very little cost to the school) and introduces the community, potential students and key stakeholders to the new Kalamazoo Valley brand identity.

The grassroots marketing potential for these stores is extremely high.

Our image is re$ected in everything we do, say and give away.

It is imperative to maintain the positive and sophisticated standard that Kalamazoo Valley has set amongst community colleges.

This means no trivial items: • Pre-printed plastic ink pens• Desk clips or note clips• Book Lamps• Chip Clips• Mouse pads• Letter openers• Key tags w/lights or whistles, ID key rings or ID pouches• Squeeze stress relievers • Buttons or badge holders• Ceramic mugs or glass candy jars• Plastic tumblers or drink ware• Hair brush, combs or mirrors• Plastic coin purses• Flip/clip bookmarks or lights• Magnets

Kalamazoo Valley Community College Identity Guidelines

Documents

Transcript of Kalamazoo Valley Community College Identity Guidelines