Key Brand Guidelines
Logo Usage
Typography
PRIMARY TYPEFACE*
Neue Haas Unica
Palatino
Color PRIMARY
COLORS
ACCESSIBLE COLOR COMBINATIONS
Do: Use the white logo on dark backgrounds for better contrast and legibility. When placing logos on top of images, try to choose a location with the least amount of busyness and good color contrast.
Don’t: Do not alter the logo.
Don’t: Do not use .jpg files of the logo with a white background Instead, use .png files with a transparent background.
Do: Use access ble color combinations with a WCAG AA 4:5 or higher contrast ratio when layering text and background colors.
Don’t: Do not use the 3-color, 2-color, or black logo on dark backgrounds or on top of busy mages. Instead, use the white logo.
Key Messaging
Positioning Statement
For working adults who need a feasible path to achieve their professional goals, the College of Professional Studies delivers a high-touch, career- relevant education. PSC creates quality online learning experiences that respect learners’ time, intelligence, and professional aspirations.
Hero Archetype
Differentiators Voice & Tone Terms to Avoid
Our professional development audiences primarily resonate with the Hero archetype. The hero is motivated by mastery and seeks to overcome injustice and problems. They find deep satisfaction, exhilaration, and purpose in overcoming adversity. To appeal to a hero, we need to inspire them and make them feel empowered and supported to succeed. »
Flexible/accessible
Industry-relevant
Skills-focused
Immediately applicable
Industry-connected (for networking)
High-touch
Customized
Highly engaging
Inclusive
Empowering
» Show idealism and positivity Remember the hero!
» Be clear and concise—More detail is not necessarily better.
» Be real—Students appreciate communication that is straightforward, authentic, and helpful.
» Tailor to audience needs—Stand in the reader’s shoes to make sure the message resonates.
