Greenville University Brand Identity Guide

BRAND IDENTITY GUIDE

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reenville University’s brand is over a century in the making, and it is our responsibility as an institution to respect and protect that brand.

The success of the Greenville University Brand Identity Guide depends on the use of consistent standards by everyone involved in Greenville University communications including employees, vendors, students, and others who use the school’s name or graphics.

Greenville University is the sole owner of its name and graphics including any logo, signature, symbol, mark, seal, nickname, letters, word or derivative, whether or not registered, that can be associated with Greenville University and distinguished from those of other institutions or entities.

Greenville University protects and enhances its reputation by assuring that its graphics are displayed according to institutional guidelines appearing on only appropriate materials or products.

You are encouraged to create your own material, but you must submit any materials you make to marketing for approval. The Marketing Department will provide production assistance as needed and answer any questions regarding graphic standards, trademarks, and licensing. Please send questions to marketing@ greenville.edu

All materials for external communication must meet the requirements set forth in this document. The Marketing Department provides ongoing governance and implementation for these content and visual standards.

LOGO & LOGOMARK

LOGOMARK: VERSIONS

The official Greenville University logotype is the primary element of the school’s visual identity. Two versions are available, Greenville University Stacked and Greenville University Horizontal. There are two stacked and four horizontal options within those two versions. Appropriate uses for the logotype include print and digital communication such as business cards, e-mails, envelopes, letterhead, marketing materials, merchandise, publications, and web pages.

Greenville University logotypes can be obtained at greenville.edu/ graphics by clicking “Download .png ” next to the desired graphic. Contact the Marketing Department for files with transparent backgrounds, vector formats, or specific dimensions.

The typeface used for the logotype has been customized. Do not attempt to recreate the logotype using a standard typeface. The logotype must always be clearly

legible. The logotype may not be combined with other words or modified in any way.

Contact the Marketing Department if a specific situation requires the use of an office, department, or school within the logotype. Include a deadline, and a description of the desired use (letter, application, web page, etc.).

STACKED HORIZONTAL

LOGOMARK: COLOR VARIATIONS

Appropriate logomark color variations are determined by the background on which the logo will be placed. Some background colors may conflict with the orange of the shield. For backgrounds on the warm spectrum, consider the solid white or black logomarks. The color of the background only comes through the windows when the logomark windows are transparent. For example, the standard color has white windows no matter the background color.

Standard color. Do not put this logomark on black or orange.

White text with white windows. Do not put this logomark on white or orange.

White text with transparent windows. Do not put this logomark on white or orange.

White text/shield with orange windows. Do not put this logomark on white.

One color white with transparent windows. Do not put this logomark on white.

One color black with transparent windows. Do not put this logomark on black.

LOGOMARK: UNACCEPTABLE USES

Avoid the following unacceptable uses:

1. Do not stretch, resize or distort any portion of the logotype. 2. Do not crop any portion of the logotype. 3. Do not tilt or rotate the logotype. 4. Do not rearrange components in the logotype. 5. Do not alter the relative size of any component of the logotype. 6. Do not alter the typeface of the logotype. 7. Do not alter the type style (e.g., from all caps to cap/lowercase, or italics). 8. Do not separate the “GU” from the logotype and use it as a freestanding graphic or mark. 9. Do not create stylized Greenville University text. Use the official logotype when appropriate or approved typefaces.

LOGOMARK: FREE SPACE REQUIREMENTS

A prescribed amount of clear space around the logotype should be maintained at all times. Adhere to the measurements shown in the clear space diagram. The free space would be equivalent to putting another “G” in all directions. No type or graphic element may appear in this space.

Clear space should also exist between the logotype and the edge of the page design area. Minimum surrounding space requirements prevent the Greenville University logotype from being misrepresented or trivialized. Exceptions may be necessary for return addresses, business cards, or other small imprint areas.

Contact the Marketing Department with any questions. Follow the clear space requirement unless given exception from the Marketing Department.

height of the “G” in Greenville

LOGOMARK: DEPARTMENTAL LOGOS

Logomarks are available for departments across campus when materials apply directly to the respective department. Free space and unacceptable use rules need to be observed in regard to department logos. Univers Bold is the department text. The same color options are available as are in our traditional logo suite.

The creation of department logomarks is discretionary. It is understandable that specific groups would like individualized logomarks, but these are strictly reserved for departments. Even with department logomarks, departments should defer to the official university logotype when in doubt.

STACKED HORIZONTAL

LOGOMARK: USE OF THE SHIELD MARK

The logo is inspired by the library arches and the natural cross that is formed in the window panes behind them. Ruby E. Dare Library is the intersection of faith and learning on campus, and our logo is a commitment to continue in the tradition of providing a Christ-centered education.

When choosing a background color for the shield mark, ensure that it remains clearly visible and readable. A photograph or illustration may appear as a background if it is neutral enough for the logotype to be legible.

Do not place the shield mark on photographs, illustrations, or patterned backgrounds that impair readability.

A minimum of 50% of the shield mark must be visible horizontally.

PANTHER PREFERRED

Exceptional character deserves to be rewarded. If you’ve persevered through a difficult situation, made service towards others a priority, or believe you possess strong leadership qualities, you should apply for this scholarship. At GU, we give Panther Scholars lots of opportunities to grow, to serve, and to lead. If you are accepted as a Panther Scholar, you will receive a scholarship up to $19,500, renewable annually.

BECOME A PANTHER SCHOLAR

 Apply to GU.

 Upon acceptance, fill out our Panther Preferred application.

Recipients of the Panther Preferred scholarship are notified shortly after review of application.

Apply at greenville.edu/apply

Office of

315 E. College Avenue Greenville, IL 62246

Admissions

This academic seal is intended for limited use. It is a ceremonial mark most often related to commencement and other academic traditions. The academic seal should never be stretched, but it can be resized. Contact the Marketing Department for assistance at marketing@ greenville.edu.

Standard. Do not place this seal on black or orange.

Orange. Do not place this seal on orange.

Black. Do not place this seal on black.

Orange/White Reverse. Do not place this seal on white or orange.

White Reverse. Do not place this seal on white.

LOGOMARK Greenville University Acedemic Brand Guide

COLOR PALETTE: PRIMARY, SECONDARY, TERTIARY

Primary Colors

Orange and black are the official Greenville University colors. Pantone 158 C has been selected as the specific shade of orange to create consistency in representing the Greenville University identity.

Secondary Colors

Grey helps soften the starkness of the official orange and black. Incorporating the use of grey and blue commonly occurs in academic materials.

Tertiary

These additional colors should only be used for nontraditional purposes to support and separate print and digital items.

The primary, secondary, and tertiary colors were created to complement each other. Adhering to these colors maintains consistency across all created materials, and this consistency is key to the overall strength of the Greenville University brand.

PRIMARY COLORS

SECONDARY COLORS

PANTONE 158 C

CMYK 0 / 64 / 100 / 0 RGB 244 / 123 / 32 HEX #F47B20

TERTIARY COLORS

PANTONE 91-7 C

PANTONE Black 6 C

CMYK 75 / 68 / 57 / 90 RGB 0 / 0 / 0 HEX #000000

PANTONE Black 7 C

CMYK 69 / 63 / 62 / 58 RGB 51 / 51 / 51 HEX #333333

PANTONE 106-7 C

CMYK 83 / 49 / 0 / 0 RGB 38 / 119 / 189 HEX #2677BD

CMYK 54 / 84 / 10 / 0 RGB 138 / 75 / 145 HEX #8A4B91

PANTONE 7-8 C

CMYK 4 / 18 / 98 / 0 RGB 246 / 203 / 25

HEX #F6CB19

PANTONE 7626 C

CMYK 18 / 92 / 100 / 9 RGB 188 / 55 / 38

HEX #BC3726

PANTONE 179-11 C

CMYK 60 / 51 / 51 / 20 RGB 102 / 103 / 102

HEX #666766

PANTONE 154-6 C

CMYK 45 / 0 / 76 / 0 RGB 150 / 203 / 108 HEX #96CB6C

PANTONE 179-2 C

CMYK 12 / 9 / 10 / 0 RGB 221 / 221 / 220 HEX #DDDDDC

COLOR PALETTE: COLOR DISTRIBUTION & USAGE

Formal. High-profile, official, and athletic materials should use the formal color palette.

Academic. High-profile, official material regarding academic programs, majors, and initiatives may incorporate blue.

Non-traditional. Material made for marketing, editorial, general, or internal communication can incorporate tertiary colors. See examples below for both potential color distribution and usage suggestions. Note how the examples use a single color for most of the design, with accent colors appearing in a smaller amount.

FORMAL ACADEMIC

NON-TRADITIONAL

COLOR PALETTE

Greenville University Acedemic Brand Guide

COLOR

We are able to use most of our GU color pallette on the website with a few exceptions.

We often use white text on a colored background. However, we need to be aware of contrast issues for people with sight disabilities. In order to be compliant with the ADA, we must make some considerations.

You may use white text on Panther Red, Panther Blue, Panther Purple, Greenville Medium Grey, and Greenville Slate. On white backgrounds you may use Panther Blue, Panther Purple Panther Red, Greenville Slate, and Greenvill Medium Grey for colored text.

Due to ADA compliance issues we MAY NOT use white text on Panther Orange, Panther Yellow, Panther Green, or Greenville Light Grey backgrounds. Also, you may not use Panther Orange, Panther Yellow, Panther Green or Panther light Grey as a text color on a white background.

APPROVED UNIVERSITY FONTS

TYPOGRAPHY: ADOBE GARAMOND

Adobe Garamond Pro is a complete composition family, suitable for the most demanding typesetting projects. The roman and italic designs are offered in three weights—regular, semibold, and bold—giving users a highly functional palette of fonts to choose from. The regular roman font is the core typeface for composing text, while the additional weights and styles serve to complement the regular design.The semibold and bold designs are used primarily to accentuate words and phrases within regular text.

The semibold design offers a subtle weight difference from the regular while the bold makes a more emphatic statement; its weight, however, is not so heavy as to disrupt the color of the page. Adobe Garamond Pro makes an important contribution to typography in the electronic age. It is well-suited to a wide range of applications in newspapers, books, magazines, advertising, technical publications, and corporate communications.

USES

• Use bold for headings.

• Use italics as a subheading or substitute for highlighting text.

• Use regular for body text.

• Adobe Garamond is for formal purposes. Traditional or institutional materials use Adobe Garamond, particularly in the body text.

Adobe

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Univers is a large sans-serif typeface family designed by Adrian Frutiger and released by his employer Deberny & Peignot in 1957. Classified as a neo-grotesque sansserif, one based on the model of nineteenth-century German typefaces such as Akzidenz-Grotesk, it was notable for its availability from the moment of its launch in a comprehensive range of weights and widths.

The original marketing for Univers deliberately referenced the periodic table to emphasise its scope.

Univers was one of the first typeface families to fulfill the idea that a typeface should form a family of consistent, related designs. Past sansserif designs such as Gill Sans had much greater differences between weights, while loose families such as American Type Founders’ Franklin Gothic family often were advertised under different names for each style, to emphasise that they were not completely matching. By creating a matched range of styles and weights,

USES

• Use bold for headings.

• Use italics as a subheading or substitute for highlighting text.

• Use regular for body text.

• Univers is well-suited to a wide range of applications in newspapers, books, magazines, advertising, technical publications, and corporate communications. Univers is less formal than Adobe Garamond, but should be considered the default font when in doubt. Most institutional pieces use the Univers font, particularly in headlines.

Lato is a humanist sans-serif typeface designed by Łukasz Dziedzic. It covers all Latin alphabets, along with Cyrillic, Greek, and IPA. The name “Lato” is Polish for “summer”.

Dziedzic created the typeface in the summer of 2010 for a Polish bank. When the bank changed its stylistic vision, he shelved the typeface, and released it later that year under the libre SIL Open Font License. After Lato was added to Google Fonts it quickly gained popularity, becoming the third most used web font after

Google’s own Roboto and Open Sans, with over one billion views per day as of August 2018.

The Lato typeface is available in nine weights from hairline to black, each of which has a distinct italic variant. Each of these 18 variants is additionally available in a LatoLatin version, containing just the subset of glyphs required for European languages based on the Latin alphabet; this allows for smaller file sizes.

USES

• Use bold for headings.

• Use italics as a subheading or substitute for highlighting text.

• Use regular for body text.

• Greenville University has a custom typeface, GUpanther. This typeface should only be used for athletic purposes.

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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Lato Thin Italic

Lato Hairline Italic Lato LIght

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• Use for athletic and spirit purposes only • Stroked version has to be created manually and should be converted to outlines with a 0.5 pt. stroke at 14pt font size (scale stroke with sizee adjustments). Stroke should be aligned to the outside.

ADDITIONAL LOGOS

Additional campaign logos designed for use in both print and internet marketing.

EXPERIENCE. THE DIFFERENCE: BRAND OUTLINE

Brand Promise

GU’s commitment to our very earthy and tangible mission, combined with a student-focused priority to pro vide an immersive, interconnected, and innovative experience invite students to an experience at Greenville University that will make a transformative difference in their lives.

Positioning Statement

Experiences at GU – provided through education, through faith, through mentors, and through community, create the difference for students.

Audience

Traditional Undergraduate (16-22) This audience wants to know they belong, and that their college experience will be worth the investment.

Tone of Voice

Experience. The Difference is invitational, evocative, and authentic. It offers multiple meanings: Experience as the difference; as well as an invitation to Experience the difference.

Standard Horizontal Logos

EXPERIENCE. THE DIFFERENCE: CASUAL LOGOS FOR SOCIAL MEDIA

USAGE

These more casual logos use the “Paint with Chocolate” font (from the previous Uniquely Made campaign), and a more casual layout. They are intended to be used only for Social Media posts and marketing.

Casual Logos for Social Media Use Only

EXPERIENCE. THE DIFFERENCE. Greenville University Acedemic Brand Guide

THE VILLE: THE VILLE LOGO

The Ville logo has been developed for use both for official athletic usage and for mainstream brand use on clothing and other GU branded items. The word had been approved for official athletic wear, team stores, and clothing for sale in the Panther Clawset. The approved font for the non-athletic use of the logo is the GU athleticcs script font.

THE

THE

THE

DESIGN COMPOSITION

For both print and web materials, Greenville University uses stylized brackets to differentiate important headlines. The headlines on white and in reverse can be used on solid backgrounds. Headlines used over images or patterns require a low opacity textbox on top of the background to improve readability.

DESIGN COMPOSITION: EXAMPLES

See these examples for appropriate design ideas that adhere to brand regulations. Note their use of:

• Logomarks and Shield marks

• Color Palette

• Typography

• Headlines

EXAMPLES

Shape the World

The bracketed headline draws the eye to the important statement. Note the headline elicits a low opacity background, making the text legible. The shield mark reveals more than 50% of the shield horizontally. The one-color white with transparent windows logomark appears on an orange background, and the logomark follows the free space rules.

We’re with You

The bracketed headline has a blue, low opacity background. The GU approved blue is used frequently in this piece because of its academic nature. It’s use complements the orange in the piece and helps to differentiate and structure sections of content. Notice the borders for sections use obtuse and acute angles. This style choice makes for a more dynamic piece, but the angles should not be severe or overused.

UNIQUELY GU

If you know what you’re looking for and want to get on the fast track, we have three-year and partnership degree options to get you where you want to be.

The buzzword on our campus is community, and that community is #thriving. With student organizations, intentional professors, and personalized mentorships, you’ll find a place here.

We believe every GU student can live a life of character and service. We’ll help you maximize your abilities and give you the space you need to uniquely impact your community and the world!

WEBSITE DESIGN STANDARDS

MOBILE-FIRST STRATEGY

Mobile-friendly used to be the best approach to the growing use of smart phones. Now, we must embrace a mobile-first strategy. More than half of our users do their research and apply to GU on their phones. Mobilefirst improves user experience and increases the likelihood of engagement.

WEBSITE DESIGN STANDARDS: FONTS LATO & OPEN SANS

Greenville University uses only two fonts on our website. One of them is Lato. It is the third most used font on websites. The other font that Greenville University uses on it’s website is Open Sans. It is the number one most used font on websites. Both of these fonts are open source and available freely for download through Google Fonts at http:// www.google.com/fonts.

Lato

USES: Lato Bold is used at varying sizes for all website headings. All headings ise the color #333333.

Lato Regular

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Lato Italic

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Lato Bold

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Lato Bold Italic

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WEBSITE DESIGN STANDARDS: COLORS, & ADA CONTRAST COMPLIANCE

We are able to use most of our GU color pallette on the website with a few exceptions.

We often use white text on a colored background. However, we need to be aware of contrast issues for people with sight disabilities. In order to be compliant with the ADA, we must make some considerations.

You may use white text on Panther Red, Panther Blue, Panther Purple, Greenville Medium Grey, and Greenville Slate.

Due to ADA compliance issues we MAY NOT use white text on Panther Orange, Panther Yellow, or Panther Green backgrounds.

PANTHER ORANGE BG: #F47B20

PANTHER

BUTTONS/CALLS TO ACTION COLOR

Wherever buttons are to be used to call a visitor to action on a white background, we’ve chosen three colors that meet ADA contrast compliance, as well as stand out from other page elements.

All buttons that are calls to action, on a white backgound should use one of the colors at right.

These buttons should also have a 5px border-radius to create small rounded corners. The padding for the text inside the button is adjustable. Please try to be generous (10px top and bottom). The button text is white (#FFFFFF), Lato Regular at 28pt.

PANTHER BLUE: #2677BD

PANTHER MED. GRAY:#66666

PANTHER SLATE: #333333

PANTHER ORANGE #F47B20

PANTHER ORANGE #F47B20

PANTHER GREEN #95CB6C

PANTHER GREEN #95CB6C

PANTHER YELLOW #F6CB19

PANTHER YELLOW #F6CB19