Lake Michigan College Brand Identity Guide by Jessica Farac

Logo

Color

Typography

Collateral

Photography

BRANDGUIDELINES

WHO WE ARE Brand voice LMC market position Target audiences

TABLE OF CONTENTS

LOGO BASICS Primary logo use Appropriate color use Clear space Correct usage Department logo examples

RELATED MARKS Athletic marks Alternative logo examples

BRAND COLORS Primary color use Secondary color use Color approach Color code

BRAND TYPOGRAPHY Font family Font family approach Headlines

COLLATERAL Overview E-mail signatures

BRAND PHOTOGRAPHY Candid portrait What to capture

2 8 16 20 26 30 34

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BRAND VOICE

WHO WE ARE

Friendly, innovative and people‑focused—that’s what Lake Michigan College is about. Our voice isn’t formal, and it certainly isn’t about adding any frills. We’re just having a conversation. Our voice is about talking to students on an equal level. We understand who our students are and why they’re here. We aren’t here to tell them what to do—we’re just here to help them make it happen. The tone we set should excite our current students, and entice potential students and the community with our forward thinking. Our students aren’t all the same, so why would we talk to them like they are? We keep in constant contact with business leaders and donors. When speaking with these individuals, our tone should be confident, optimistic and caring.

A community college means new experiences are closer than students think. At Lake Michigan College (LMC), we give students a personalized college experience that’s right for them. We believe education should be available to anyone who wishes to expand their capabilities and reach their potential.

We have a diverse audience and they should all feel comfortable and confident that they have a place at LMC. That’s why everything we say should be knowledgeable, amicable and all encompassing of LMC as a brand.

We’re committed to helping our students meet their educational, cultural, wellness and recreational needs. But we’re more than that— we’re student‑centered, valuing the diversity of our community and caring for each student’s happiness and success. We believe in the excellence of our programs that target their skills, clubs that pique their interests and staff and students that make the journey worthwhile.

Who we are

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LMC MARKET POSITION Students are constantly balancing classes, work, finances, and a social life with family and friends. LMC understands that life isn’t put on hold for classes, which is why we offer an education that fits their personal lifestyle. Education and Accessibility LMC offers students the flexibility they need to complete their first years of college, attain an associate’s degree and participate in certificate programs. Affordable tuition, financial resources and available scholarships make LMC an accessible option for obtaining a higher education. With 100 comprehensive areas of study, online classes and accelerated courses, convenient campuses and housing, Lake Michigan College is the solution for academic growth and achieving goals. Our early college programs offered at area high schools allow our students to succeed and get ahead.

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The generation gap closes when recent high school graduates work and learn alongside non‑traditional students. A deep understanding for race, culture and socioeconomic differences is expanded through the interaction of the 7,000 students we serve each year. Arts & Culture The Mendel Center provides arts, entertainment, events, and education for all of Southwest Michigan. Lake Michigan College and organizations throughout the community host hundreds of events each year, including touring Broadway productions, concerts, stand‑up and improv comedy, children’s programming, stage plays, operas, and dance. Additionally, clubs and intercollegiate sports give students the opportunity to step up and join in beyond the classroom. Regardless of the skill set or interests, there are plenty of opportunities for each individual to get involved and grow a little—or a lot—at LMC.

Diversity Students are still discovering more about themselves. Learning doesn’t only happen from our challenging curriculum—interacting with our diverse student body allows students to gain new experiences and a breadth of insights.

Who we are

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TARGET AUDIENCES Lake Michigan College serves a large demographic in Southwest Michigan with varied needs. It is important to focus on a single audience in each communication. When a communication piece requires speaking to a broad audience, key messaging should focus on the primary audience first, with secondary and tertiary messages targeted with other audiences. Education Some students are getting a jump start on college credits while others took a little extra time before they felt college was the right move. Many are looking for ways to advance in established careers. Students range from fresh out of high school to those with established careers—but all are reaching for the same goal of a higher education. Students want to know LMC offers the classes they need. Show them they can access 100 comprehensive areas of study, degrees and certificates. Money is on the mind of every college‑bound student. LMC tuition is affordable and can be combined with financial aid and scholarships. Recent high school graduates have their diploma but less than an associate’s degree. Potential students want to know that LMC credits can easily be transferred to complete a bachelor’s program. You might be speaking to the student and to their parents helping them make their college choice, so make sure you include parents in the discussion. Non‑traditional students (age 25+, or young but independent from parents or who have children) return to school to complete a degree or advance their careers.

Convenient Campuses Walking around our campuses, you’ll see friendly faces from Berrien, Cass and Van Buren Counties. But students don’t need to be local to get their degree at LMC.

Who we are

Northwest Indiana, Allegan, Kalamazoo and South Ottawa Counties in Michigan have found their draw to LMC. LMC offers convenient campuses for flexibility with career and family schedules. Our campus housing provides the full college experience and affords students independent living.

Community We know our campus life isn’t typical, but we don’t want it to be. We want to reach beyond our campus footprint and draw in the community to support our students and activities. Everyone is invited to enjoy the cutting edge amenities and world‑renowned performances our college has to offer. The Mendel Center event ticket buyers are looking for entertainment and culture without a long drive. Donor prospects want to support community needs. Voters (millage, etc.) are concerned with how their tax dollars are being invested in the community. Community education students (non‑credit, lifelong learning) want convenient places to gain skills and meet people.

Employers and Industry We are building the next and best workforce for Southwest Michigan. LMC is helping to create a smarter employee who knows how to set and achieve goals. Our custom workforce training services can be crafted to accomplish specific skill sets. Local employers benefit from a skilled workforce ready to work after completing LMC programs.

Who we are

Our logo consists of uniquely configured components, a red Wave graphic element, and the Lake Michigan Colleg

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PRIMARY LOGO USE The horizontal logo is our primary identifying element and should appear unchanged on all communication pieces. Use the vertical logo in cases where the space is better utilized by the shape.

LOGO BASICS

Our logo consists of uniquely configured components, a red Wave graphic element, and the Lake Michigan College wordmark.

Horizontal Usage Minimum Size

Horizontal Usage

(print) 1 in. x .25 in. (web) 73 px. x 18 px.

Our logo is distinctly LMC—from the Lake Michigan College wordmark to the red wave graphic signifying our location near Lake Michigan. It is unique to who we are and that pride should be reflected in the proper logo usage.

Lake Michigan College Logo colors

Vertical Usage Minimum Size (print) .35 in. x .625 in. (web) 25 px. x 45.25 px.

Maintain the logos impact by keeping a fair amount of uncluttered space around the logo.

Lake Michigan College owns valuable assets in the form of registered trademarks, and they should be protected. Before using Lake Michigan College assets, including names and logos, please review our “Policy on the Use of Lake Michigan College Trademarks and Copyrighted Materials.” Everything must be approved by Marketing before ordering. If you are in doubt, or have any questions regarding the use and placement of the logo, please call Michael Johnson in Marketing at ext. 8129.

Horizontal Usage

Vertical Usage

The Policy is available on our website at www.lakemichigancollege.edu/guidelines.

Logo Basics

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APPROPRIATE COLOR USE Background colors and images may change. Whether in print or web, the logo should remain visually prominent.

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The Red wave with white wordmark logo is most appropriate on dark backgrounds.

Note: The black box is only for the purpose of showing the white logo in this document.

In cases when the full color mark cannot be used, choose one of the following marks.

The LMC logo should never be boxed like this without appropriate headline copy.

One-color white logo for use on solid color backgrounds.

Note: The red box is only for the purpose of showing the white logo in this document. The LMC logo should never be boxed like this without appropriate headline copy.

One-color logo for black and white use.

Logo Basics

Lake Michigan College Logo colors Lake Michigan College Logo colors

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CLEAR SPACE

Maintain the logos impact by keeping a fair amount of Maintain thethe logo’s integrity and impact by keeping uncluttered space around logo. Maintain the logos impact by keeping a fair amount of a fair amount of uncluttered space around the logo. uncluttered space around the logo.

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CORRECT USAGE The best way to create brand recognition is to use the logo properly and consistently. The logo should be placed over a solid background whenever possible. It should not be rotated, placed in a shape or over a distracting background. When using an image, choose the area with the most negative space (the space between and around objects in a photo). Refer below for how to use and how not to use the logo. Correct

The space around the horizontal logo should not be smaller than the height of the “M.”

Incorrect

The space around the vertical logo should not be smaller than .45" at all times.

5 5

Logo Basics

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DEPARTMENT LOGO EXAMPLES Athletics Conference & Event Services Foundation Hospitality & Culinary Management

Logo Basics

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CORRECT USAGE Students may identify with one or multiple departments or programs, but first and foremost, they are part of LMC. The department name should only support the logo and not detract from it, which is why it should never be tracked in any way or change in size. It should be separated by an underlining stroke of 1 pt. If two lines are needed, break the line in the proper place. Never skew the font. Department logos have been created and are available.

ATHLETICS

FOUNDATION

CONFERENCE & EVENT SERVICES

HOSPITALITY & CULINARY MANAGEMENT

Logo Basics

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OVAL ATHLETIC MARK

RELATED MARKS

Sport some LMC Red Hawks pride on jerseys, apparel and merchandise with the oval athletic mark. Use for athletics and some student life. The mark features the athletic mascot name and the Lake Michigan College name wrapped around the oval that encapsulates the LMC Red Hawks athletic mascot. Only use on red or white.

Only use on red or white.

STACKED ATHLETIC MARK Our sports teams, events and all other affiliates play an integral role in defining who we are and telling our story. The proper use of these marks creates brand recognition, helping to build excitement around all that LMC offers. The LMC logo is for primary usageâ&#x20AC;&#x201D;use approved related marks for applicable departments, programs, events and groups only.

Logo Basics

Amp up athletic support and excitement in print materials and on the web for both athletics and some student life. This mark has the athletic mascot name and the Lake Michigan College name stacked below the oval that encapsulates the LMC Red Hawks athletic mascot. Only use on red or white.

Only use on red or white.

Logo Basics

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The Mendel Center in Print

ALTERNATIVE LOGO EXAMPLES LMC affiliate marks should be displayed proudly and cohesively with the LMC logo without overpowering its presence. It is always placed to the right of the LMC wordmark with a line dividing each element. The affiliate logo should never exceed 3/4 of the full size of the LMC wordmark.

THE MENDEL CENTER

HANSON TECHNOLOGY CENTER

Logo Basics

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SPOT/PMS

BRAND COLORS

Spot colors are to be used in instances where there are limited inks for the job.

PMS 186

Black

Cool Gray 11

C=10 M=100 Y=70 K=0

K=100

C=65 M=57 Y=52 K=29

R=218 G=31 B=73 Hex Code=d91e48

R=0 G=0 B=0 Hex Code=000000

R=85 G=86 B=90 Hex Code=56565b

CMYK CMYK colors are to be used with 4-color printing applications.

RGB The use of RGB colors is for onscreen applications only. Never for print.

PRIMARY COLOR USE LMC colors signify our brand. They can be seen across campus, in our buildings, on our website and even on our students. The colors themselves should be instantly associated with LMC just as much as the logo. They add to the look and feel of who we are, differentiating us from all other schools.

Brand Colors

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SECONDARY COLOR USE Bring life to the page with a pop of color. The secondary palette helps to designate and define all facets of LMC. It emphasizes everything LMC offers. The color coding system adds consistency throughout all communication pieces, making them fun, user-friendly and recognizable. Reference page 24 for the color code and how to use it.

Table of Contents Who we are Logo Basics Brand Colors Brand Typography Collateral Brand Photography

SPOT/PMS Spot colors are to be used in instances where there are limited inks for the job.

CMYK CMYK colors are to be used with 4-color printing applications.

PMS 186

PMS 726

PMS 7515

PMS 368

PMS 7490

PMS 290

C=10 M=100 Y=70 K=0 R=218 G=31 B=73 Hex Code=d91e48

C=20 M=49 Y=64 K=2 R=200 G=138 B=101 Hex Code=c78b66

C=60 M=23 Y=91 K=5 R=115 G=152 B=74 Hex Code=739849

C=11 M=24 Y=39 K=0 R=226 G=192 B=157 Hex Code=e2c19d

C=59 M=2 Y=100 K=0 R=119 G=199 B=31 Hex Code=77bc1f

C=25 M=6 Y=3 K=0 R=187 G=216 B=234 Hex Code=bad8ea

PMS 314 RGB The use of RGB colors is for onscreen applications only. Never for print.

Brand Colors

C=100 M=33 Y=27 K=2 R=0 G=129 B=163 Hex Code=007da4

Brand Colors

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COLOR APPROACH

BE A FAN

Intercollegiate athletics LMC is the only community college in southwest Michigan with intercollegiate athletics teams. When you become a student at LMC, you become a citizen of Red Hawk Nation.

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.

Whether you’re on the court or in the bleachers, you’ll feel the pride of being a Red Hawk while cheering for your friends and classmates as they compete against Division II colleges throughout the state. The rich tradition dates back to 1946 when athletics were first introduced at Benton Harbor Junior College (now called LMC). Lake Michigan College competes in the National Junior Athletic Association (NJCAA) Conference, and is part of the Michigan Community College Athletic Association (MCCAA).

Men’s teams include baseball, basketball, and soccer. Women compete in basketball, soccer, softball, and volleyball. Home games are a bargain – LMC students always get in free.

Outdoor advertising

When a more sophisticated approach is needed, use color as an accent. Use transparency in all color swatches when overlaid on images. The outdoor advertising to the bottom right is slightly different than the current LMC outdoor design (center right). Outdoor should be as clean as possible, with 5 words or less, along with a logo. Text should never run over a person’s face, and no more than 2 fonts are to be used. Color bar overview

COLOR CODE Red: Programs & Majors Light Brown: Student Life Brown: Campus Life Light Green: Athletics Dark Green: Housing Light Blue: Discovery Dark Blue: Faculty Documents

Brand Colors

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FONT FAMILY

BRAND TYPOGRAPHY

VERDANA

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

PALATINO Our primary font for all headlines, sub-headlines and title use is Verdana Bold. It is a classic font, easy to read and available as a web font.

(BOLD)

(REGULAR)

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

Palatino Regular is used for all body copy in print and web use.

Brand Typography

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FONT FAMILY APPROACH Our typography enhances our message, adding a touch of the LMC personality into the look of our words. It’s bold, yet simple. Making it easy to understand, but compelling enough to read on. Verdana pops—great for headlines to ensure the message will stand out. It is also a web-friendly font. Palatino is a classic typeface that should be used only for body copy as it is easier to read in paragraphs and long-form documents.

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HEADLINES Use Verdana Bold in all caps when writing headlines or names of publications. Subheads can stand out on their own, using Verdana Regular. Complement the headline by placing it right on top or right below it. It’s a great way to section out longer documents. Body copy should always be Palatino Regular.

EXAMPLE Subhead Example

This is body copy example.

Brand Typography

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COLLATERAL

Collateral overview

Letterhead goes here

Envelope goes here

on or hns at 899 l Jo coorDin e 22-1 a I 490 ch i siGn e u M phics D p s Harbor, M m a e C nton 562 Gra venu ue, Be ) 252-1 u ier A Aven • (800 e.ed NapE. Napier927-8129 lleg o c on an 2755 e: (269) 587 ohns ichig J r l mh e e -6 n a PM inato k 7 o 2 ph @la ic oorD 9) 9 onmM c 3:23 6 n iG (2 2/13 s Des fax: : johns 1/2 s 022-1899 il u Graphic 49 p I M m , a ema ue C Benton Harbor r Aven 62 venue, NapieN ) 252-15 apier A • (800

Great collateral should be simple but undeniably memorable. Business cards, letters and envelopes are classic communication pieces—possibly the pieces that leave the first impression.

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Bus

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Tem

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Busines

2755 E. 69) 927-8129 e.edu (2 phone: 927-6587 ancolleg ) emichig fax: (269 hnsonm@lak jo email:

1/22/13

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Templat

3:23 P

Each piece of collateral should reflect LMC as a brand. These identity tools might be used for initial contact or for more formal purposes. Either way, they should leave a positive and professional image of LMC.

Collateral

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E-MAIL SIGNATURE From beginning to end, every piece of communication should encompass who we are as a brand—that includes our e-mail signature. Our digital sign-off should let the audience feel comfortable reaching out and pursuing additional information, whether it’s through e-mail, by phone or on the website. Recipients will exit the e-mail with LMC still on their minds by taking one last look at the logo at the very end.

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Name Verdana Bold 9.25pt Title Palatino Regular 8pt E-mail Palatino Regular 8pt “@” should be 7pt College name + Phone Number + Web address Palatino Regular 8pt Leading 10pt LMC Logo

Jane Doe MARKETING DIRECTOR jdoe @lmceducation.com Lake Michigan College (269)-927-1000 lakemichigancollege.edu

Collateral

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Table of Contents Who we are Logo Basics

Brand Colors

Brand Typography Collateral Brand Photography

CANDID PORTRAIT

BRAND PHOTOGRAPHY

Students all over the campus are studying, practicing, socializing and most importantly, being themselves. Candid portraits capture real students doing real activities.

WHAT TO CAPTURE LMC is real. It’s not formal. It’s a welcoming and comfortable environment. We’re not trying to be any other school, which is why our images show real students.

Capture students hanging out with friends, athletes at practice, and the community on campus. The main thing to focus on is capturing life at LMC.

We’re a community where students can be themselves, meet new people, and find support and encouragement. Our photography should capture just that. Images should appear uncluttered and focused with a mix of close-up shots as well as distant group and campus life shots.

Brand Photography