Holland University Branding & Visual Communication Guide

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INSPIRATION

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The combined histories of Lakeshore State and Holland make for a long list of military and historical accomplishments. A unified brand needed to be developed to encompass the origins of the two schools while staying true to Holland’s Dutch origins.


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LOGOS

Primary

Holland’s primary mark stays the same, but they receive a new secondary mark, as well as a new wordmark. These were created to unify the brand — creating a cohesive identity that conveys speed, tenacity, and toughness.

Secondary

Wordmark

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On top of the traditional orange and black already used by the University, Holland will drop white from its official primary color palette in favor of Golden Sand. The color was added as a nod to the beaches on the coastline of Michigan, as well as modern military uniforms. The new color adds warmth to the color scheme.

COLORS

Holland is also adding a secondary color to its palette in Battleship Gray, another military-inspired hue.

Secondary

Secondary

Pride Orange

Golden Sand

Carbon Black

Battleship Gray

Arctic White

PMS 158C

PMS 7402C

PMS 426C

Battleship Gray

Arctic White

2/66/100/0

7/12/47/0

94/77/53/94

0/0/0/80

0/0/0/0

#EF7521

#EED797

#000000

#58585B

#FFFFFF

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TYPOGRAPHY

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The new typeface was inspired by warship livery and stenciled fonts common in World War II — something commonly seen in the very lake that Selfridge Memorial Stadium sits on at the time — with a modern twist that conveys lethal speed.


The new stripe featured prominently throughout the brand is based on the designs found in campaign streamers — a nod to those who have and continue to serve our country.

STRIPING

1x 1x

2.25x

1x 1x

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MOTTO

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A new team motto, translated from Dutch as “Always Attack,” will be adopted by the team, used in marketing communications, and on merchandise as a way to convey the tenacity of the team and the team’s unrelenting pursuit of victory.


As a result of the new branding initiative, Selfridge Memorial Stadium has also received major renovations to match the new visual communication plan.

STADIUM

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HOME UNIFORM

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AWAY UNIFORM

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NOW YOU SEE ME NOW YOU DON’T.

Introducing Holland University’s newest alternate uniform, featuring sublimated dazzle camo — a nod to the university’s origins at a Naval shipyard during World War I, and the unstoppable offense they run. Dazzle camouflage was a family of ship camouflage used extensively in World War I and to a lesser extent in World War II. It consisted of complex patterns of geometric shapes in contrasting colors, interrupting and intersecting each other. Unlike some other forms of camouflage, dazzle works not by offering concealment but by making it difficult to estimate a target’s range, speed and heading. Dazzle was intended more to mislead the enemy as to the correct position to take up than actually to miss his shot when firing.

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ALT UNIFORM

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Concept by Doug Houvener for the NCFA doughouvener.com | doug@doughouvener.com All logos, marks, photography, and graphical elements contained in this publication are property of their original creators and/or respective owners. This guide is for entertainment purposes only.


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