BRAND GUIDELINES
TA B L E O F C O N T E N T S
1 Introduction
3
2 Logo
4
3 Colours
13
4 Typography
14
5 Photography
18
6 Graphic Elements
19
Appendix 1 - Rustlers Logo Guide
20
Appendix 2 - Emergency Training Centre Guide
21
LAKELAND COLLEGE BRAND GUIDELINES | 1 Introduction
1 INTRODUCTION
The journey of higher education is an experience that, like aren’t passengers, they drive. The educational experience, experience that they create. The icon itself references local architecture, movement, prairie strength and our landscapes as well as academic achievement and optimism. But, perhaps most importantly, it is a simple, clean icon to which the leaders at Lakeland - the students, staff and alumni, can build and add value and meaning. It will follow the lead of the school and the students, evolving as they set and pursue new directions. Building on over 100 years of excellence, this is Lakeland: LEADING. LEARNING. SINCE 1913.
PAGE 3
LAKELAND COLLEGE BRAND GUIDELINES | 2 Logo
PAGE 4
2 LOGO
Primary This is the primary logo to be used with all branded Lakeland College material. Whenever appropriate space is available, use this primary version of the logo. The primary version works best when centred on a layout. NOTE: When using the reverse option, use a Pantone 350 green BACKGROUND whenever possible.
Alternate
GRAYSCALE WHEN COLOUR PRINTING IS NOT AVAILABLE, A GRAYSCALE VERSION OF THE LOGO MAY BE USED.
ONE COLOUR B+W TO BE USED WHENEVER ONECOLOUR PRINTING IS REQUIRED. IT MAY APPEAR IN BLACK OR WHITE, DEPENDING ON THE REQUIRED BACKGROUND.
REVERSE GRAYSCALE TO BE USED WHEN THE LOGO MUST BE GRAYSCALE AND WILL APPEAR ON A DARK BACKGROUND.
REVERSE ONE COLOUR B+W TO BE USED WHEN THE LOGO MUST BE ONE-COLOUR AND WILL APPEAR ON A DARK BACKGROUND.
FOR MORE INFORMATION ABOUT LAKELAND COLLEGE’S VISUAL IDENTITY AND CORRECT USE OF OUR LOGOS, PLEASE CONTACT COLLEEN SYMES AT 780.853.8544 OR CHELSEY SCHLOSSER AT 780.853.8610 IN MARKETING AND COMMUNICATIONS. IF YOU ARE ORDERING PROMOTIONAL ITEMS WITH THELOGO, THE MARKETING AND COMMUNICATIONS TEAM ARE HAPPY TO REVIEW AND APPROVE PROOFS TO ENSURE THE LOGO IS REPRODUCED CORRECTLY.
LAKELAND COLLEGE BRAND GUIDELINES | 2 Logo
PAGE 5
2 LOGO
Secondary /Wordmark This is the secondary logo / wordmark to be used with all branded Lakeland College material. Whenever an application restricts the vertical height of the primary logo, use the secondary version. This logo should be placed on the right hand corners of design layouts whenever possible. NOTE: When using the reverse option, use a Pantone 350 green BACKGROUND whenever possible.
Alternate
GRAYSCALE WHEN COLOUR PRINTING IS NOT AVAILABLE, A GRAYSCALE VERSION OF THE LOGO MAY BE USED.
ONE COLOUR B+W TO BE USED WHENEVER ONECOLOUR PRINTING IS REQUIRED. IT MAY APPEAR IN BLACK OR WHITE, DEPENDING ON THE REQUIRED BACKGROUND.
REVERSE GRAYSCALE TO BE USED WHEN THE LOGO MUST BE GRAYSCALE AND WILL APPEAR ON A DARK BACKGROUND.
REVERSE ONE COLOUR B+W TO BE USED WHEN THE LOGO MUST BE ONE-COLOUR AND WILL APPEAR ON A DARK BACKGROUND.
LAKELAND COLLEGE BRAND GUIDELINES | 2 Logo
2 LOGO
The Lakeland 'L' The Lakeland 'L' represents the strong leadership of the students, the prairie environment of Vermilion and Lloydminster, and a symbol of academic excellence. It is to be used on materials where the Lakeland identity is clearly established and should be used to compliment the Lakeland secondary logo. It is not a substitute for either the primary or secondary Lakeland College logos. Appropriate usages can include icons, may not be well-suited to the design, but it should only be used within the greater Lakeland brand . NOTE: When using the reverse option, use a Pantone 350 green BACKGROUND whenever possible.
PAGE 6
LAKELAND COLLEGE BRAND GUIDELINES | 2 Logo
PAGE 7
2 LOGO
Tagline
- Option 1 -
leading. learning. since 1913. This slogan emphasizes Lakeland's long history, positions us as educational leaders, builds on our teaching focus, and refers to our student-managed learning approach. There are three versions of the Lakeland tagline. Option 1 should be added to the right of branded elements, while Option 2 should be used for layouts that require a centered design. In extreme instances where vertical height is restricted, space better. NOTE: The tagline may be used alone or with The Lakeland Icon.
- Option 3 -
- Option 2 -
LAKELAND COLLEGE BRAND GUIDELINES | 2 Logo
2 LOGO
Schools & Departments
Stacked
When including the name of a school or department, it is to appear in AllCaps set in Avenir Next Demi-Bold with (+200) tracking. This ensures consistency across all departments within the Lakeland brand. The word college in the Lakeland logo is replaced by the department title in the respective primary and secondary logo.
Horizontal
Icon only
PAGE 8
LAKELAND COLLEGE BRAND GUIDELINES | 2 Logo
PAGE 9
2 LOGO
Schools & Departments
Stacked
The scale of the department titles are adjusted individually to the stacked, horizontal, and icon versions of the Lakeland logo. This is done to ensure pleasant proportions with the logo as a whole. Please use these equations to determine the appropriate size when adding school and department titles to the Lakeland logos.
Horizontal
NOTE: Users should work with the marketing department to get the correct scale and size of the department or school title when applying it to the logo.
Icon only THE PT SIZE OF THE DEPARTMENT TAGLINE SHOULD BE 23% THE HEIGHT OF THE L ICON. DEPARTMENT OR SCHOOL NAME IS SET IN AVENIR NEXT DEMI-BOLD IN ALL CAPS WITH (+200) TRACKING.
LAKELAND COLLEGE BRAND GUIDELINES | 2 Logo
PAGE 10
2 LOGO
Sub-brands Lakeland brands within the college may have their own logo, but should incorporate the word 'Lakeland' set in Mercury Display Bold, and be placed over top of the sub-brand's title. The yellow mark may be removed from the lower case 'l'. It is preferred that the colour of the name Lakeland remains in Pantone 350 to stay closer to the brand identity. NOTE: For a more detailed guide on the subbrands, see appendix 1.
EMERGENCY TRAINING CENTRE
LAKELAND COLLEGE BRAND GUIDELINES | 2 Logo
PAGE 11
2 LOGO
Buffer The logo buffer is an area of clear space that should surround the logo for maximum visibility and impact. The Lakeland College primary logo should be surrounded by a minimum white space equivalent to the height of the 'l' in the word 'Lakeland'. The Lakeland College Wordmark should be surrounded by a minimum white space equivalent to the height of the 'n' in the word 'Lakeland'.
Minimum Size In order to ensure legibility, the logo should not be reproduced at a width of less than 0.75 in (print) or 55px (web).
1 in
0.75 in WEB
WEB
75 px 55 px
LAKELAND COLLEGE BRAND GUIDELINES | 2 Logo
PAGE 12
2 LOGO
Misuse The logo should only be used as shown on previous pages. The following examples show incorrect usage that would reduce consistency and create confusion. DO NOT DISTORT THE LOGO
DO NOT TILT THE LOGO
DO NOT REVERSE THE COLOURS
DO NOT SHRINK LOGO BELOW MINIMUM SIZE
DO NOT CHANGE THE SPACING BETWEEN THE LOGO AND WORDMARK
DO NOT REARRANGE THE LOGO AND THE WORDMARK
LAKELAND COLLEGE BRAND GUIDELINES | 3 Colours
PAGE 13
LOGO 3 COLOURS
Primary Colours The primary colours for Lakeland College are inspired by the environment of the prairies and the idea of an "Always in the lead" attitude. It is important that the exact colour values are always matched to keep the brand consistent across mediums. The Cool Grays are used as accents to the Lakeland Green and Yellow. They can be used for typography and graphic elements. The text in the Lakeland tagline appears in Pantone Cool Gray 7, and the department/school titles appear in Pantone Cool Gray 11.
Lakeland Green Pantone 350
R44 G82 B52
#2C5234
Lakeland Yellow Pantone 7548 R255 G198 B0
Pantone Cool Gray 7
R151 G153 B155 #97999B
#FFC600
Pantone Cool Gray 9
R117 G120 B123 #75787B
Pantone Neutral Black
R0 G0 B0
#000000
Pantone Cool Gray 11 R83 G86 B90 #53565A
LAKELAND COLLEGE BRAND GUIDELINES | 4 Typography
4 TYPOGRAPHY
Avenir Next PRIMARY TYPEFACE
Avenir Next is the primary sans serif typeface. It should be used for all titles, subtitles and advertising headlines and all corporate materials designated for an external audience. Layouts should have a strong focus on Avenir Next to feel contemporary and suggest Lakeland College's embracement of the future.
Mercury Text G1
PRIMARY TYPEFACE
Mercury is the primary serif typeface. It should be used for all titles, subtitles and advertising headlines and all corporate materials designated for an external audience. Mercury's usage should be highlighted when the designed piece needs a focus on academic credibility. Note: Mercury has two versions - Mercury Text G1 which is optimized for smaller body type, and Mercury Display, which may be used for larger type such as signs, larger ads etc.
PAGE 14
Aa
Light
Regular
Demi-bold
Bold
Heavy
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0 1 2 3 4 5 6 7 9
Aa
Roman
Semi-bold
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j k l m n opq r s t u v wx y z 0 1 2 3 4 5 6 7 9
LAKELAND COLLEGE BRAND GUIDELINES | 4 Typography
PAGE 15
4 TYPOGRAPHY
Typography should be clean and concise and page layouts should have white space. Bold contrast between type sizes should be considered for a contemporary layout. The typographic focus should be on the Primary Sans Serif type family, Avenir Next. Mercury may be used to complement Avenir Next. The minimum body copy is 7 pt. When designing for small items and space is restricted, 6 pt may be used (e.g. pens, USBs, business cards etc).
THIS IS A HEADLINE IN AVENIR NEXT BOLD ALL CAPS AT 30PT. This is Avenir Next Regular at 18pt and it is best suited for subheadlines. This is a Small Title in Avenir Next Demi Bold 9 / 13 pt. This is body copy using Avenir Next Regula set at 9 / 13 pt. Avenir Next Regular should be used for body copy and is most suitable at 7, 8, 9, 10, 11 point. This typeface should be only used for body text.
This is body copy using Mercury Text G1 set at 9/ 13 pt. Mercury Text G1 Roman should be used for body copy and is most suitable at 7, 8, 9, 10, 11 point. This typeface should be only used for body text.
Pull quotes or text from the content that requires extra emphasis should be in this treatment: Mercury Text G1 Bold Italic. The font size is 4-6 point above the body copy font size.
LAKELAND COLLEGE BRAND GUIDELINES | 4 Typography
4 TYPOGRAPHY
Avenir Next Condensed SECONDARY TYPEFACE
Avenir Next is the secondary sans serif typeface. Its use should be limited to instances where it is complementing Avenir Next. It is also appropriate to use this secondary font when the copy of a headline is extremely tight and a condensed type is better suited.
Mercury Display
SECONDARY TYPEFACE
Mercury Display should be used when a design will be produced at larger sizes. Mercury Display is optimized for large type, whereas Mercury Text G1 is optimized for longer blocks of body copy.
PAGE 16
Aa Light
Regular
Demi-bold
Bold
Heavy
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 012345679
Aa
Roman
Semi-bold
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j kl m n opq r s t u v wx y z 0 1 2 3 4 5 6 7 9
LAKELAND COLLEGE BRAND GUIDELINES | 4 Typography
PAGE 17
4 TYPOGRAPHY
System fonts
Arial
Georgia
System fonts are fonts that come standard with both Mac and PC. These fonts should only be used when the primary and secondary fonts are unavailable, and as a last resort.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
a b c d e f g h i j k l m n o p q r s t u v w x y z
a b c d e f g h i j k l m n op q r s t u v w x y z
0 1 2 3 4 5 6 7 9
0 1 2 3 4 5 6 7 9
LAKELAND COLLEGE BRAND GUIDELINES | 5 Photography
PAGE 18
5 PHOTOGRAPHY
Photos should capture the essence of the brand. Photography should be handled in a way that shows students 'Embracing the Future'. Photographs should be crisp, dynamic and well-lit. Young faculty, students and alumni, wearing current fashions and using the latest equipment are a must. Get up close to subjects to create a sense of a smaller, intimate environment. In order to ensure credibility, photos should be professional quality. When large images are available, use photos that bleed to the edges of the page. Photos should seem candid and in the moment, with welcoming body language, showing students engaged in activities. Avoid having people look directly at the camera, unless individual when portraits are required, the subject should look friendly
When typography is used on top of images, the images should be uncluttered with ample room for the type. A light drop shadow can be applied to type if necessary.
PLEASE NOTE THESE IMAGES ARE NOT OWNED BY LAKELAND COLLEGE AND ARE MEANT TO ACT AS A VISUAL REFERENCE.
LAKELAND COLLEGE BRAND GUIDELINES | 6 Graphic Elements
PAGE 19
6 GRAPHIC ELEMENTS
There are various graphic elements and motifs that make up the Lakeland College brand; one being the sash motif which expresses leadership, of the college. The resemblance to Lakeland's environment.
The sash may be scaled extremely large to be used in layouts, but it is important that typography remains legible and that design elements are not too close to the edges of objects. Curved shapes of yellow can also be used to suggest the idea of the freedom. Note: When using the sash as a graphic element,
Example of the yellow graphic in use. It may be adjusted/scaled for the layout.
DEPARTMENTS
The L icon may be used as a graphic element, separate from the wordmark, scaled large as a symbol of strength. When enlarging the L icon, as a graphic element, the L should be placed in the bottom left corner of the composition when possible.
A G R I C U LT U R A L SCIENCES BUSINESS E N E R GY E N V I R O N M E N TA L SCIENCES FIRE & EMERGENCY SERVICES H E A LT H & WELLNESS HUMAN SERVICES INTERIOR DESIGN TRADES & T E C H N O LO GY UNIVERSITY TRANSFER
what is most well-suited to the design.
Example using the Lakeland 'L' scaled large and positioned in the bottom left of a layout.
An Example of design that uses a curve, hinting at the sash motif.
LAKELAND COLLEGE BRAND GUIDELINES | Appendix 1
APPENDIX 1 -
PAGE 20
RUSTLERS GUIDELINES
Lakeland Rustlers
Colour Horizontal
Black & White Horizontal
Colour Stacked
Black & White Stacked
Minimum Size
Colours
In order to ensure legibility, the stacked logo should not be reproduced at a width of less than 0.5 in (print) or 75px (web). The Horizontal logo should not be reproduced at a width of less than 1 in (print) or 75px (web).
Lakeland Green Pantone 350 R44 G82 B52
#2C5234
Lakeland Yellow Print - 0.5 inches Web - 75px
Print - 1 inches Web - 75px
Pantone 7548 R255 G198 B0
#FFC600
LAKELAND COLLEGE BRAND GUIDELINES | Appendix 2
APPENDIX 2 -
Lakeland Emergency Training Centre
PAGE 21
EMERGENCY TRAINING CENTRE GUIDELINES
Colour Horizontal
Black & White Horizontal
Colour Stacked
Black & White Stacked
Minimum Size
Colours
In order to ensure legibility, the stacked logo should not be reproduced at a width of less than 0.5 in (print) or 75px (web). The Horizontal logo should not be reproduced at a width of less than 1 in (print) or 75px (web).
Dark Blue Pantone 540 R0 G55 B103 #0076C0
Red Print - 0.75 inches Web - 75 px
Print - 1.25 inches Web - 100 px
Pantone 186 R227 G24 B55 #E31837
Light Blue
Orange
Yellow
Pantone 2935 R0 G118 B192 #0076C0
Pantone 716 R249 G157 B49 #FFD200
Pantone 116 R227 G24 B55 #E31837