REGENCY BRAND BOOK
Beauty School. Reinvented. School at Regency is different. We went beyond a tablet to create a custom program designed to meet the needs of our creative, connected students — free from textbooks, lectures and tests.1 Welcoming. Media-rich. Hands-on. A chance to explore — in a community just as crazy about beauty as they are. That’s the Regency experience.
Use the Regency Brand Book as a guide — or map — to fully articulate the Regency identity in all that we write, design and create. All representations of the Regency brand must be approved by Marketing. Please send pdf proofs to regency@regency.edu.
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We replace traditional textbooks, lectures and tests with illustrated guides and animated shorts, film scenarios and comprehension questions designed to help you learn. Successful completion of knowledge and skills assessments is required.
our toolkit OUR BRAND 04
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We’re For Beauty 05 Brand Attributes 07 Brand Voice 08 Copy Style 10
IDENTITY STANDARDS 14
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Primary Logo 15 Alternate Logo 17 Logo File Types 18 Logo Adherence 19 Logo Clear Field 20 Trademark Guidelines 21
COLOR PALETTE 24
» Primary Palette 26 » Secondary Palette 27 » Color Wheel Dominance Proportions 28 TYPOGRAPHY 29
» Font Usage 30 » Universal Fonts 32 GRAPHIC ELEMENTS 34
» Icons 36 » Color Bars/Transparency 37 GRAPHIC APPLICATIONS 38
» Print 40 » Website 42 TEMPLATES 43
» » » »
Stationery 45 PowerPoint 46 Email Signature 47 eCommunications 48
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» We’re For Beauty™ » Our Brand Attributes » Our Brand Voice » Our Copy Style
our brand
WE’RE FOR BEAUTY.™ Our calling is powerful. We’re for our students. And helping them embrace their creativity in a career that’s more than a paycheck.
here’s what we believe We’re for following our hearts. For taking our own path. For being our own, beautiful kind of different.
WE’RE FOR BEAUTY. We’re for seeing and bringing out the beauty in others. For making someone’s day. For before and happily ever after.
WE’RE FOR BEAUTY. We’re for red, raven, platinum and ombre. For clean-cut, punk and everything in between. For doing away with stereotypes.
WE’RE FOR BEAUTY. We’re for asking “why?” Why shouldn’t a career making people feel beautiful be as respected as one keeping them healthy?
WE’RE FOR BEAUTY. And we’re for you. For your style of learning. For a place where you can truly shine. For embracing that beautiful, awesome thing that makes you, you.
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OUR BRAND » We’re For Beauty
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our brand attributes TRAITS OF OUR BRAND The Regency identity is innovative yet friendly, welcoming yet energetic. Five words best reflect the Regency persona and represent the character of our brand — authentic, creative, engaging, passionate and supportive.
G IN AG G Personal N Welcoming
PA SS IO N Energetic Fun
Connected
Cool
VE ATI E CR
Original
For me At-ease
On-trend
Hands-on
Innovative
Do-able
Friendly
SUPPO R T IVE
Unique
OUR BRAND ATTRIBUTES
TE A
E
Our brand attributes position Regency as a company that embraces creativity and change to create the most engaging experience for students.
Genuine
A U T H E N TIC
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OUR BRAND ATTRIBUTES » brand attributes
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SAY IT LOUD. SAY IT PROUD. Regency brings together an innovative community of creators. They design looks that inspire – looks that challenge. They are creative. On-trend. And curious. So is Regency’s brand voice.
our brand voice OUR TONE AND VOICE Our brand voice captures the excitement students feel when they imagine the opportunities cosmetology offers. It’s energetic. Our voice inspires prospective students to pursue their creativity in a career that means more than a paycheck. Working as a professional in the beauty industry offers the chance to make a difference. That’s empowering – like our voice. The copy is simple. Because simplicity is beautiful. Understated. Not assuming. The editorial structure relies on short sentences to add energy to every idea. Our voice is conversational. It relates to and talks with our students — both present and future.
AUTHENTIC ORIGINAL EMPOWERED EDGY PASSIONATE CURIOUS WELCOMING MODERN INSPIRED « BACK TO TOOLKIT
OUR BRAND » Brand Voice
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our copy style UNCONVENTIONAL SENTENCE STARTS In Regency’s digital and print copy, it is common practice to selectively begin sentences with a conjunction or certain prepositions. “And,” “but” and “because” are all acceptable ways to begin sentences. This technique positions our voice as fresh, energetic and conversational. Beginning an important idea unconventionally also serves to create a ‘pause’ between the former idea and the new one thus highlighting it. This technique works particularly well for headings and subheadings. Ex. We’re for Big Style. And Big Dreams. Ex. Stand Out. And Start Making Your Mark.
ONE WORD SENTENCES “Each sentence must have a subject and verb.” Not anymore. We use sentences comprised of a single word to add emphasis to stand-alone ideas and insert a staccato rhythm into the copy. Ex. O ur network includes national chains, hundreds of salons and other cosmetology employers. “Share beauty. Together.”
ACTION-ORIENTED SENTENCES Cosmetology is full of energy. So is our written style. We write active sentences often using an implied-you subject to further shorten each idea and call attention to the action. Ex. Mix and mingle.
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Ex. Snap. Click. Post.
Ex. Style. Snap. Submit.
OUR BRAND » Our Copy Style
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our copy style LISTS OF THREES Three words each followed by a period can be used as a heading or technique to build momentum within a body paragraph and create visual variety for readers. Ex. Makeover. Camera. Scholarship. Ex. The Studio Luma™ program – developed exclusively for Regency – goes beyond a tablet. Not just a digital textbook and a handful of apps, it transforms the way you learn. Interactive. Hands-on. Visual.
COSMETOLOGY-SPECIFIC KEYWORDS Some industry-specific words have a certain spelling in the popular lexicon. Here is how we spell them. Hairstyle
Makeover
Pin curl
Makeup (MAC, Urban Decay)
Hairstylist
Skincare
Blow-dry
Photoshoot
Haircut
Updo
Nailcare
Haircolor
Cornrows
Leave-in
Comb-out
Fingerwave
CAPITALIZATION Capitalize these elements. Positions In external messaging, the capitalization of positions is up to the discretion of Marketing. Classroom When classroom can be used interchangeably with Performance Floor, it should be capitalized. The capitalization of classroom is situationally dependent. Regency-specific technology: Mobile Teacher Mobile Student « BACK TO TOOLKIT
Forms created by Regency Departments Student documentation: Ex. Student ID Ex. Student Catalog (not handbook) Ex. Student Visit Kit Programs Core Course OUR BRAND » Our Copy Style
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our copy style REPORTING TIME AND DATES There is no space between the numeral and time of day designator. The am and pm is always lowercase. When possible, all times are written with three digits and a colon. Like this: 7:00pm–8:00pm
Sometimes this: 7pm
Never this: 7 pm
No superscripts should be used in writing dates. Like this: December 6
Never this: December 6th
PHONE NUMBERS Do not include a 1 in front of our 800 number.
Extensions should be abbreviated with EXT.
URLs AND EMAILS ADDRESSES When writing urls and email addresses, no capitalization should be used. The ‘www’ should be omitted from web addresses except when the www. is necessary to link within PDF documents. Like this: regency.edu
Never this: www.regency.edu
AND VS. & The option to spell out ‘and’ should always be used rather than including the ampersand.
SPACING Double spacing should never be used after a period and before the beginning of the next sentence.
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OUR BRAND » Our Copy Style
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our copy style HYPHENATION If two/three words are functioning as an adjective modifying a noun or multi-word adverb, they should be hyphenated. Some examples are: Full-time
Make-up (day, hours)
Up-and-comers
12-course
Part-time
Hands-in-hair
Hands-on
On-trend
Exceptions: While these words may resemble a modifying pair, they are not and should not be hyphenated. On track
Time frame
Off track
On time
xception: If “on time” is being used to modify a noun such as “on-time service,” E it is a multi-word modifying phrase and should be hyphenated.
EM DASH We use the em dash for pacing. The lengthened mark forces a break in the flow of the sentence adding a rhythmic element to longer constructions or just before a key word. Ex. M akeup brush and hairspray at the ready — A picture of your tousled mermaid waves and glitter-dusted eyelids might just be worth $5,000. As with all of these stylistic techniques, moderation is key.
COMMA USAGE Regency does not use the oxford comma. It should only be added in instances of ambiguity.
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OUR BRAND » Our Copy Style
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» Primary Logo » Alternate Logo » Logo File Types » Logo Adherence » Logo Clear Field » Trademark Usage
identity standards
FIRST IMPRESSIONS Our logo creates the first impression of Regency. From there, our brand is built. That’s why our logo is stylized but personal. It’s dynamic and unique – just like our identity.
our logo PRIMARY LOGO Our logo symbolizes a softer, more friendly and fun approach to visually representing the Regency brand. Text paired with the logomark creates the complete Regency logotype. The shears are dynamic and are a subtle nod to a capital R. Any promotional material or in-campus resources, signage and collateral must feature our primary logo, which always lists our company name as Regency Beauty Institute.
PRIMARY – BEAUTY INSTITUTE
ALTERNATE LOGO When the logo appears on a white background, choose the primary version. Application may dictate the need for another version. All acceptable versions are included below. STACKED – BEAUTY INSTITUTE
CORPORATE LOGO In creating materials for Headquarters, it is acceptable to use the Regency Corporate Logo where ‘Beauty Institute’ has been dropped. REGENCY CORPORATE LOGO
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IDENTITY STANDARDS » Primary Logo
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logo usage ALTERNATE LOGO – KNOCK-OUT In certain cases, the Regency logo may be used with a background. Our Regency purple is preferred. Use the secondary version of the approved Regency logo. Stylish right? We think they’re knock-outs.
PRIMARY – BEAUTY INSTITUTE
STACKED KNOCKOUT – BEAUTY INSTITUTE
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REGENCY CORPORATE LOGO
IDENTITY STANDARDS » Alternate Logo
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logo usage LOGO FILE TYPES Depending on the usage – print, online, presentation – certain file types will render best. Consult the chart below to determine the most appropriate logo file type for your intended usage.
FOR PRINT
.eps
Encapsulated PostScript files (.eps) are the preferred format for printed pieces. As a vector image, it can be converted to any size without changing the quality of the image. Designers and printers using Adobe Illustrator can manipulate the file size correctly.
.tif
Tagged Image File Format (.tif or .tiff) is used as an image file in print applications. These should be used at their original size and resolution, but can also be modified to a smaller size and resolution without a change in the image quality.
Portable Document Format (.pdf) files, unless otherwise specified, are typically low resolution files used for viewing only. If they are to be used for printing, make certain that the pdf file was created at a minimum of 300 dpi.
FOR WEB
.gif .png .jpg .ai .indd .psd « BACK TO TOOLKIT
Graphical Interchange Format (.gif) files are created for web-based images. These files are formatted for the web, specifically because they are limited to 256 colors. This is perfect for on-screen viewing, but not appropriate for printed pieces. They also offer some unique features to web programmers. Portable Network Graphics (.png) files are image files used for the web. These files can be resized to a smaller resolution or size without change in quality and also offer some unique features to web programmers. .png files have the capability to be saved with a transparent background. This is a perfect file type for logos on the web or any interactive media. jpeg (or .jpg) image files, named after the Joint Photographics Expert Group, are full color image files ideal for webbased use. However, once a .jpeg image is created it should remain at its original size and resolution. If a different size is required, a .tiff file (see above) should be used to achieve this.
FOR THE PROS Adobe Illustrator Document, a file format used by professional designers and printers. (This is usually the original file format of a logo). Adobe InDesign Document, a page layout file format used by professional designers and printers.
Adobe Photoshop Document, an image file used by professional designers and printers.
IDENTITY STANDARDS » Logo File Types
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logo usage LOGO ADHERENCE We’re all for creative expression. But if something looks great to begin with, why change it? That’s how we feel about our logo. Our logo is a symbol of our identity. Altering the design, color or proportion diminishes its effectiveness.
DO NOT ADJUST THE COLOR.
DO NOT ADJUST THE PROPORTION.
DO NOT RE-ARRANGE THE CONFIGURATION OF THE LOGO.
DO NOT ADJUST THE HORIZONTAL OR VERTICAL SCALE.
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IDENTITY STANDARDS » Logo Adherence
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logo specifications CLEAR FIELD The Regency logo should always have a minimum buffer of white space surrounding it. The space should be the same height as the “g” in the word Regency within the logo. This “breathing room” must extend to a minimum of the same dimensions on all sides, whether on white or the Regency purple background.
THE “G” INDICATES THE MINIMUM WHITE SPACE.
MINIMUM SIZE To ensure our logo is readable and recognizable, please follow the minimum width requirement below for reproduction in print or online. If the logo is under 1.5” wide and we can legally allow for it, the Beauty Institute portion of the name is dropped.
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PRIMARY – BEAUTY INSTITUTE PRINT: MINIMUM OF 1.5� WIDE WEB: MINIMUM OF 40 PX WIDE
IDENTITY STANDARDS » Logo Clear Field
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trademark guidelines PROTECTING OUR BRAND The trademark symbol is a legal means to protect words and phrases central to the Regency brand. Trademarking a word or phrase provides notice to competitors that the word or phrase is protected and that its use by others in marketing messaging is restricted.
OUR TRADEMARKS Trademarks used by the Regency brand should always be italicized and appear with the ® or ™ symbol, depending on the mark. The most commonly used Regency trademarks are below and should appear with the following paired marks: STAR Student Training and Rewards®
GoCosmo!™
Regency Guest Rewards®
Depending on readability, GoCosmo!™ may also be written using the following variations:
Regency STAR Program® STAR Program® SalonPartners®
Go Cosmo™ GoCosmo™ Go Cosmo!™ GoCosmo!™
We’re for Beauty™ Simply Start™
CAMBIO TRADEMARKS Studio Luma™, filmbook™ and Lecture Free Learning™ are trademarks of Cambio Education, LLC, our technology partner. Credit must always be given when using the marks. When giving credit, specify the marks used and reference ownership by Cambio Education, LLC.
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IDENTITY STANDARDS » Trademark Guidelines
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trademark guidelines ADJECTIVES NOT NOUNS Our trademarks should be used as adjectives not nouns. Do not use the trademark as a noun itself. This means the mark should always be accompanied by a descriptor such as “program”. One way to determine whether the rule is being followed is to simply remove the trademark from the sentence. If a complete and grammatically correct sentence remains, then the trademark is being used properly. “Network” or “program” should be used alongside SalonPartners®. Example: Join our SalonPartners® program. Incorrect usage: Become a SalonPartner®. In this case, salon partner is functioning as a noun. The registered mark is not needed and is misrepresenting the trademark. “Program” should always be used in conjunction with Studio Luma™. Example: That’s the Studio Luma™ program. “App” or “curriculum” should always be used in conjunction with filmbook™. Example: A filmbook™ curriculum OR the filmbook™ app
EXCEPTION You do not need to include a descriptor if the trademark stands alone in a title or tagline. Lecture Free Learning™ is an example of a tagline.
INDICATE THE TRADEMARK ON FIRST MENTION AND IN PROMINENT USE The ® or ™ must be included the first time the trademarked word is used on a page or spread. After that, subsequent mentions of the trademarked word or phrase do not need to include the ® or ™. When in doubt, it is better to err on using the symbol more frequently than less.
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IDENTITY STANDARDS » Trademark Guidelines
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trademark guidelines MORE DO’S AND DON’TS DO: Style “filmbook™” using all lowercase letters. DO: Mark Studio Luma™, filmbook™ and Lecture Free Learning™ with a ™ not ® as they are not yet fully registered with the U.S. Patent and Trademark Office. DO: Use italics to visually differentiate Studio Luma™, filmbook™ and Lecture Free Learning™ from the surrounding text. DO: Use the ® or ™ symbol on any prominent use of the mark.
DON’T: Modify the marks to make them plural or possessive. Incorrect: filmbook’s™ advantages are clear. Correct: The advantages of the filmbook™ app are clear. DON’T: Italicize “program” when coupled with Studio Luma™. Incorrect: Regency offers the Studio Luma™ program. Correct: Regency offers the Studio Luma™ program. DON’T: Say, “Come to Regency for Lecture Free Learning™.” DON’T: Use Studio Luma™ or filmbook™ as nouns. Incorrect: Experience Studio Luma™ and filmbook™ at Regency. Correct: Experience the Studio Luma™ program and filmbook™ app at Regency.
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IDENTITY STANDARDS » Trademark Guidelines
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color palette » Primary Palette » Secondary Palette » Color Wheel Dominance Proportions
WE’RE MULTIDIMENSIONAL Our colors are fresh and bold. They set the tone for our identity and ensure consistency in the messaging we create. So let’s dig a little deeper.
color palette PRIMARY COLORS Our palette is vibrant yet balanced, confident and lively. It conveys a sense of energy and playfulness, especially when the colors are grouped together and layered. Think of our color system as a window into the personality of our brand.
PURPLE PMS COATED: 268 C
PURPLE is associated with creativity and expression. It captures the traits we teach our students to harness and grow.
CMYK COATED: 268 CP CMYK UNCOATED: 268 UP CMYK: 82-98-0-12 RGB: 64-42-118 HEX: #402A76
TEAL PMS COATED: 3005 C
TEAL introduces a cooler tone to our mix incorporating a sense of strength and confidence.
CMYK COATED: 3005 CP CMYK UNCOATED: 3005 UP CMYK COATED: 100-31-0-0 RGB: 13-129-191 HEX: #0D81BF
PINK PMS COATED: 198 C CMYK COATED: 198 CP
PINK adds a bright accent to our palette.
CMYK UNCOATED: 198 UP CMYK COATED: 0-82-37-0 RBG: 237-63-92 HEX: #ED3F5C
MINT PMS COATED: 571 C
MINT Infuses a soothing, neutral tone to balance the group.
CMYK COATED: 571 CP CMYK UNCOATED: 571 UP CMYK COATED: 40-0-25-0 RGB: 189-221-206 HEX: #BDDDCE
LIMESICLE PMS COATED: 379 C
LIMESICLE is perfect for a hot summer day and boosts our palette with refreshing flavor.
CMYK COATED: 379 CP CMYK UNCOATED: 379 UP CMYK COATED: 13-0-61-0 RGB: 230-236-164 HEX: #E6ECA4
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COLOR PALETTE » Primary Palette
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color palette SHADES OF REGENCY PURPLE The different shades of purple included in our brand color palette will allow the Regency identity to evolve over time and add design subtlety, especially online.
PURPLE is timeless, relevant across all seasons. Through history, purple has been associated with royalty and nobility. What better color to represent our mission to elevate the profession of cosmetology?
DARK PURPLE CMYK COATED: 45-62-0-60 RBG: 56-38-101 HEX: #382665
The Regency PURPLE expands with a lighter and darker shade of purple for use online. LIGHT PURPLE
Our LIGHT PURPLE offers a more delicate hue derived from our main brand color.
PMS COATED: 40% 268 CP CMYK COATED: 40% 268 CP CMYK UNCOATED: 40% 268 UP CMYK COATED: 40% 82-98-0-12 CMYK UNCOATED: 40% 58-78-0-0 HEX: #534284
NEUTRAL ACCENTS
WARM GRAY 2
The first ACCENT GRAY offers a classic, neutral option to balance the more saturated hues in our brand palette.
PMS COATED: WARM GRAY 2 C CMYK COATED: 6-7-10-11 CMYK UNCOATED: 5-5-9-10 RGB: 213-208-202 HEX: #ECECE8
WARM GRAY 11
Our second ACCENT GRAY is a solid, organic shade that lends an enduring quality to the design when paired with one of the brighter Regency brand colors.
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PMS COATED: WARM GRAY 11 C CMYK COATED: 26-36-38-68 CMYK UNCOATED: 50-48-50-13 RGB: 85-71-65 HEX: #554741
COLOR PALETTE » Secondary Palette
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color palette IT’S ALL ABOUT PROPORTION. A great cut and design are similar. Purple is our most popular color. It should dominant the majority of design created. Next come the cool counterparts Teal and Mint. Pink and Limesicle, respectively, are used as accents.
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COLOR PALETTE » Color Wheel Dominance Proportions
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» Font Usage » Universal Fonts » Usage Examples
typography
SOME FONTS ARE JUST OUR TYPE. Our visual style extends beyond our brand colors and logo to include typeface. The Regency fonts echo the message consistent in our design and color scheme: We are a welcoming, forward-thinking company that leans toward a clean, timeless aesthetic.
typography FONT USAGE Gotham and Source Sans Pro are our fonts that we use in all print materials. Gotham is primarily used for headlines and sub-heads in all caps. It is also used for call-outs and informational graphics. It is a classic, highly-designed sans-serif font. Source Sans Pro is a stylish, easy-to-read font that is primarily used for body text. We also use Source Sans as a flexible option for subheads. Since Gotham isn’t available on the web, Montserrat is a close cousin. It is a sans-serif typeface that adds a nice separation between the body copy and the main messaging. Perfect as a display font, it conveys a modern, urban tone to emphasize headlines and prominent type.
GOTHAM
Most used: Gotham Bold AaBbCcDdEeFfHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890 Other weights: Light, Book, Black and Ultra
MONTSERRAT
Source Sans Pro
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Montserrat Regular AaBbCcDdEeFfHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890
Most used: Source Sans Pro Regular AaBbCcDdEeFfHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890 Other weights: Extra Light, Light, Regular, Semibold and Bold TYPOGRAPHY » Font Usage
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typography UNIVERSAL FONTS Sometimes in internal or external communications our preferred fonts might not be available or render properly. In these cases, Arial should be used instead.
ARIAL IS AN ALTERNATE FONT WHEN OTHER FONTS ARE NOT AVAILABLE.
Arial
Arial Regular AaBbCcDdEeFfHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890 Arial Bold AaBbCcDdEeFfHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890
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TYPOGRAPHY » Universal Fonts
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typography USAGE EXAMPLES Headlines are set in either Gotham Bold (all caps) or Source Sans Extra Light (lowercase). They should be short and to the point. The type size of headlines will depend on the application. They are meant to emphasize key information. Here is a sample:
HEADLINES: SOURCE SANS PRO EXTRA LIGHT OR LIGHT +10 TRACKING
BODY COPY: SOURCE SANS PRO REGULAR BODY COPY HIGHLIGHT: SOURCE SANS PRO SEMIBOLD OR BOLD +10 TRACKING
SUBHEADS: GOTHAM BOLD ALL CAPS +30 TRACKING * I F ONLY GOTHAM IS USED (I.E. ON SOCIAL), THE POINT SIZE AND LEADING ARE SET TO AN EQUAL 15PT/15PT.
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this headline is set in 28 pt/32 pt source sans pro extra light. Body copy is set in 10 pt/14 pt Source Sans Pro Regular. Depending on the situation (printing vs web, paper type, body copy type), Semibold is used more frequently than Bold for body copy highlights. Nam venis netur re por sitiusc ipsant, aut laborion pliquam quamet explit, con ratemquuntet lame sero ditaspiti volor seditist laborrum en deratin conecum doluptam exerciusam que et eos derae doloribus dis sinum.
SUBHEAD SET IN 15 PT/18 PT GOTHAM BOLD Sum ero quis velentu ribustius ute laborum alitatem et ipis est, unto endaepudit eium voluptus, verate porem ressitisim debis qui conem facepernat quasper natium autem eosam, voluptur, voluptatur am autem soluptu ressita.
TYPOGRAPHY » Usage Examples
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Âť Icons Âť Color Bars/Transparency
graphic elements
IT’S ALL IN THE DETAILS. Regency students are visual learners. It’s important that our identity is highly visual too. Our combination of graphic elements appeals to modern creatives and their unique sense of style.
MASTER LIST
SIMPLE PRICING
PRIMARY ICONS
icons
MASTER LIST
ON-TIME SERVICE
CONVENIENT CHECK-IN
INSTANT ONLINE BOOKING SIMPLE PRICING NEW SERVICE HOURS
OUR ICONIC LOOK
ON-TIME SERVICE
Icons are an integral part of the Regency identity. They are used to symbolize features of the Regency student or guest experience such as our commitment GUEST SERVICES CONVENIENT CHECK-INthe icon to balance and convenience for our students and guests. By including alongside explanatory text, it creates continuity by visually linking concepts. MASTER LIST Icons are also used to brand internal initiatives. GUEST REWARDS
PRIMARY ICONS
INSTANT ONLINE BOOKING
SIMPLE PRICING SIMPLE PRICING
NEW SERVICE HOURS NEW SERVICE HOURS
EXPERT SERVICE PLANNING EXPERT SERVICE PLANNING
ON-TIME SERVICE ON-TIME SERVICE
GUEST SERVICES GUEST SERVICES
STATION-SIDE CHECK-OUT STATION-SIDE CHECK-OUT
FREE BEAUTY CONSULT FREE BEAUTY CONSULT
CONVENIENT CHECK-IN
CONVENIENT CHECK-IN
GUEST REWARDS GUEST REWARDS
INSTANT ONLINE BOOKING INSTANT ONLINE BOOKING EXPERT SERVICE PLANNING NEW SERVICE HOURS
SOCIAL ICONS
STATION-SIDE CHECK-OUT
Including our social icons on prospect-facing collateral is a subtle way to build GUEST SERVICES awareness for our online presence and direct anyone viewing the piece or FREEare BEAUTY CONSULT presentation to follow us on those channels. They often used as a visual sign-off on postcards or brochures. GUEST REWARDS
EXPERT SERVICE PLANNING SOCIAL MEDIA ICONS
STATION-SIDE CHECK-OUT « BACK TO TOOLKIT
FREE BEAUTY CONSULT
GRAPHIC ELEMENTS » Icons
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color bars/transparency LAYERING FOR EFFECT To add depth and visual interest, color bars can be used as a graphic element. Adjust the opacity and tint to achieve balance with the accompanying visual. When paired with a photograph, the layered bars create a collaged effect.
TWO-TONE: COMBINE 3005 + 571
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ONE COLOR EXAMPLES
GRAPHIC ELEMENTS » Color Bars/Transparency
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» Print » Website
graphic applications
DESIGN BY EXAMPLE. Harmony in design is key to make sure our identity remains strong. Here are a few examples of our print and digital look. Use these to ensure any created media is on-brand.
print APPLICATION EXAMPLES The visual elements that compose the Regency aesthetic are united in our print pieces. These examples illustrate how our brand story translates to collateral including Student Catalogs and brochures.
PROGRAM INFORMATION | JULY—NOVEMBER 2014
full-time program
START DATES July 7
Program Length: 12 Months*
August 4
Includes Four Weeks of Breaks
September 2
Normal time to complete program: 14 Months
September 29 October 27 November 24
PROGRAM SCHEDULE Monday–Friday
9:00am–4:30pm
SCHOOL BREAKS
Make-up days every Monday night so you can catch up on coursework you’ve missed.
Labor Day† Thanksgiving Day† Dec. 22, 2014 –Jan. 4, 2015 Spring Break — TBD Memorial Day† June 29, 2015 – July 5, 2015
Every other Friday is designated as a make-up day. If you are caught up on your required hours, you can take the day off!
†
MONDAY
WEEK 1
TUESDAY
WEDNESDAY
Make-up the following Saturday
THURSDAY
FRIDAY
SCHEDULED WEEKDAYS
MAKE-UP NIGHT
PROGRAM INFORMATION | JULY—NOVEMBER 2014
9:00am–4:30pm
5:15pm–8:45pm
WEEK 2
MAKE-UP NIGHT
SCHEDULED WEEKDAYS
MAKE-UP DAY
9:00am–4:30pm
9:00am–4:30pm
part-time program
5:15pm–8:45pm
START DATES July 8
Program Length: 24 Months*
Enrollment Fee Tuition¹
SCHOOL BREAKS
$ 17,400
PROGRAM SCHEDULE
$ 1,425
State written and/or practical exam3
incl
License application fee4
incl
October 28
Normal time to complete program: 26 Months
—
Kit²
September 2
Includes Four Weeks of Breaks
PROGRAM COSTS
* Program length is based on the state’s minimum hour requirement for a cosmetology program. 1 Assumes completion on or before enrollment agreement end date. 2
Appropriate state and local sales tax will be applied.
Regency will pay for you to take your State written and/or practical exam one time (1x) upon graduation. You must complete your exam within Regency pre-determined time frame. See Student Catalog for terms. Regency will pay for your initial license application fee upon successful passing of your state written and/or practical exam. See Student Catalog for terms. For specific campus information, call 1-800-787-6456 or visit www.regency.edu. Start dates are subject to availability, part-time program may not be available in all locations.
3
Tuesday–Thursday
5:15pm–8:45pm
Saturday
9:00am–4:30pm
Labor Day Thanksgiving Day† Dec. 22, 2014 –Jan. 4, 2015 Spring Break — TBD Memorial Day June 29, 2015 – July 5, 2015
Make-up days every Monday night so you can catch up on coursework you’ve missed.
4
†
Make-up the following Monday
Every other Tuesday night is designated as a make-up day. If you are caught up on your required hours, you can take the day off!
800-787-6456 regency.edu
For information on completion rates, placement rates, costs and more, visit www.regency.edu/cosmetology/disclosures © 2014 Regency Beauty Institute AD-PI1-0414
WEEK 1
MONDAY
TUESDAY
MAKE-UP NIGHT
WEDNESDAY
THURSDAY
SCHEDULED WEEKNIGHTS 5:15pm–8:45pm
5:15pm–8:45pm
FRIDAY
SATURDAY
SUNDAY
OFF DAY
SCHEDULED DAY
OFF DAY
9:00am–4:30pm
For information on completion rates, placement rates, costs and more, visit www.regency.edu/cosmetology/disclosures © 2014 Regency Beauty Institute AD-AK-0414
WEEK 2
MAKE-UP NIGHT
SCHEDULED WEEKNIGHTS
5:15pm–8:45pm
5:15pm–8:45pm
OFF DAY
SCHEDULED DAY
OFF DAY
9:00am–4:30pm
© 2014 Regency Beauty Institute AD-AK-0414
ADMISSIONS KIT
PROGRAM COSTS Enrollment Fee Tuition¹
— $ 17,400
Kit²
$ 1,425
State written and/or practical exam3
incl
License application fee4
incl
* Program length is based on the state’s minimum hour requirement for a cosmetology program. 1
Assumes completion on or before enrollment agreement end date.
Appropriate state and local sales tax will be applied. Regency will pay for you to take your State written and/or practical exam one time (1x) upon graduation. You must complete your exam within Regency pre-determined time frame. See Student Catalog for terms. Regency will pay for your initial license application fee upon successful passing of your state written and/or practical exam. See Student Catalog for terms. For specific campus information, call 1-800-787-6456 or visit www.regency.edu. Start dates are subject to availability, part-time program may not be available in all locations.
2 3
800-787-6456 regency.edu
4
ADDITIONAL COSTS
© 2014 Regency Beauty Institute AD-PI1-0414
INSERTS
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GRAPHIC APPLICATIONS » Print
40
ALABAMA STUDENT CATALOG Effective April 28, 2014
CATALOG
BROCHURE
We’re for following our hearts. For taking our own path. For being our own, beautiful kind of different. WE’RE FOR BEAUTY. We’re for seeing and bringing out the beauty in others. For making someone’s day. For before and happily ever after. WE’RE FOR BEAUTY. We’re for red, raven, platinum and ombre. For clean-cut, punk and everything in between. For doing away with stereotypes. WE’RE FOR BEAUTY. We’re for asking “why?” Why shouldn’t a career making people feel beautiful be as respected as one keeping them healthy? WE’RE FOR BEAUTY. And we’re for you. For your style of learning. For a place where you can truly shine. For embracing that beautiful, awesome thing that makes you, you.
WE’REFORBEAUTY
™
WE’REFOR school reinvented. that’s the regency way.
LEARNING
LEARN LIKE YOU LIVE Finally, a classroom that’s as creative as you are. That’s Studio Luma.™ It’s interactive, real-world learning. Designed for the way you love to learn – and learn best. And only from Regency.
LEARNING WITHOUT LECTURES No lectures, just learning. Experience Studio Luma. Watch engaging video scenarios. Work through guided tutorials, interactive questions and animated study guides. All with a dedicated teacher at your side, free to connect with you, not lecture at you.
SEE FOR YOURSELF Studio Luma is a new kind of classroom experience. Designed for how today’s students learn. Find out more at filmbook.com/ studioluma
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41
website ONLINE EXAMPLES With a rapidly growing percentage of prospective students seeking information about Regency through mobile devices, it’s essential that our brand be as engaging on tablets and smartphones as it appears on a desktop.
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GRAPHIC APPLICATIONS » Website
42
» Stationery » PowerPoint » Email Signature » eCommunications
templates
BRAND APPLICATIONS We use templates to ensure consistency among the print and digital resources we create. It allows us to maintain our unified look across a variety of applications – from stationery to online banners.
stationery PRINTED ASSETS Distilled into a template for stationery, our look is simple. It features our primary logo and a clean footer design with our address and contact information. Our business cards and envelopes follow a similarly minimalist design centering the focus on our logo.
FIRST AND LAST NAME TITLE
emailaccount@regency.edu 1600 Utica Ave South 9th Floor St. Louis Park, MN 55416
612-999-9999 x 123 T 612-999-9999 F 612-999-9999 C
regency.edu
BUSINESS CARD
REGENCY BEAUTY INSTITUTE | 1600 UTICA AVE SOUTH, 9TH FLOOR | ST. LOUIS PARK, MN 55416
MK-ST2-0414
1600 UTICA AVE SOUTH, 9TH FLOOR | ST. LOUIS PARK, MN 55416 | 800 787 6456
regency.edu
NO. 10 ENVELOPE LETTERHEAD
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TEMPLATES » Stationery
45
PowerPoint PRESENTATION SLIDES Our PowerPoint presentation was created to be a primarily visual tool featuring large, editable section dividers and a variety of page templates. They include all text, a visual with text and a two-column slide for text.
PPT PRESENTATION HEADLINE GOES HERE Add Date or Subhead Here
TITLE SLIDE
SECTION SLIDES
BODY SLIDES
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TEMPLATES » PowerPoint
46
email signature OUR ELECTRONIC STANDARD The Regency brand is shared through every interaction we have with our students, partners and team members. Our identity is communicated each day, hundreds of times through our e-mail signature. It’s important that they are standardized to reinforce our identity.
NAME ARIAL BOLD 10 PT R: 13, G:129, B:191 TITLE ARIAL REGULAR 10 PT R: 83, G:65, B:133
PHONE ARIAL REGULAR 10 PT R: 13, G:129, B:191
Name Here Title Here ADDRESS
Regency Beauty Institute 1600 Utica Avenue South, 9th Floor St. Louis Park, MN 55416
ARIAL REGULAR 10 PT R: 13, G:129, B:191
763-227-7103 regency.edu
WEBSITE* ARIAL REGULAR 10 PT R: 13, G:129, B:191 *HYPERLINK TO WEBSITE
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TEMPLATES » Email Signature
47
ecommunciations DIGITAL MESSAGING Our ecommunications are designed to inspire prospective students to re-engage with Regency and promote awareness of the Regency brand. They are more than a call to action. They are a call to learn beauty. The design combines the aesthetics featured in the Regency web experience and student brochure.
WEBSITE BANNER SAMPLES
CALL TO ACTION THE CALL TO ACTION BUTTON SHOULD PRIMARILY BE DESIGNED IN THE REGENCY PINK.
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TEMPLATES » eCommunications
48
800-787-6456 regency.edu
Š 2014 Regency Beauty Institute MK-BG-1114