Major in you. Brand Guide
Why we are here
1
Why we have a brand message
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Why our message is “Major in You.�
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Why our message reflects our mission
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Major in You.
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Why we offer brand pillars of proof
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Academic Excellence
Student success support
Authentic Morehead Experience
Affordability & Value
Fonts
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Color Palette
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Logo & tagline
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Photography
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Examples of Major in You
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Why we are here Morehead State University has served generations of students as they have pursued a quality education to elevate their lives and careers. This is our clear and valued purpose at Morehead State, and we work hard everyday to fulfill that commitment. Today at Morehead State, we’ve intensified our efforts to provide each student with an excellent academic experience along with our personalized support programs.
WHY WE HAVE A BRAND MESSAGE We’ve developed a strong brand message to make our purpose and achievements better known. Our message needs to reach more students and their parents. It needs to remind our staff, alumni and friends about the profound effect Morehead State has on students’ lives.
Our brand is more than a logo or a tag line. It is how we live every day and how we tell our story. When our story is communicated well and we display our visual identity consistently, we will increase our awareness and attract more students who will find success at Morehead State.
WHY OUR MESSAGE IS “MAJOR IN YOU” Those three words are Morehead State’s brand theme line. They are meant to convey an invitation and a promise. We invite students to find their own purpose and achieve it here through our quality academic programs and personalized support. That is our purpose as a school and it’s our promise to everyone considering Morehead State. Our brand campaign focuses on MSU’s commitment to the individual achievements of our students. By featuring students engaged in their lifelong passions, this campaign blends strong academics with unique emotional stories.
WHY OUR MESSAGE
REFLECTS OUR MISSION Our MAJOR IN YOU stories have a warm, genuine tone that reflects the campus experience. We would rather let our stories speak for themselves than boast about ourselves. There is nothing pretentious in our tone of voice, but there is an abundance of well-founded pride in our purpose and mission. Those guiding principles help us tailor our message to our audiences, from prospective students to generous donors, in the most effective, compelling way.
MAJOR IN YOU opens the door for students to learn more about Morehead State and how MSU can challenge and support them as they pursue their own paths to success.
WHY WE OFFER BRAND PILLARS
Every brand needs proof statements that are simple, clear and true. The Brand Pillars are based on what we learned through interviews and focus groups with students, parents, faculty, administrators, alumni and key influencers. This gave us more information about why we are here, where we excel and how we can provide more value to our students in the future.
Academic
excellence
Morehead State stands out for its high quality academics, as demonstrated by pass rates for professional certifications, students who participate in undergraduate research, students who are accepted in top graduate and medical schools, alumni who succeed in their careers and faculty who create new knowledge and innovative programs.
STUDENT SUCCESS
SUPPORT Our campus is a place where students feel safe, comfortable and at home while challenging themselves to reach their full potential. Support begins from the first day students arrive at school and continues throughout their college years and beyond graduation.
As our Center for Student Academic Success moves forward, Morehead State will continue its commitment to providing even more proactive and systematic student support. This kind of dedication is especially seen in our faculty and staff’s personalized involvement with students from diverse backgrounds. While their degree of academic preparation might vary, these students thrive at Morehead State.
Authentic Morehead Experience Morehead State is a place where students feel safe, comfortable and at home while challenging themselves to reach their full potential. It is our friendly, engaging and genuinely supportive campus that many students and alumni tell us made all the difference in their college experience.
AFFORDABILITY
AND VALUE
As one of the most affordable universities in Kentucky, MSU provides an education where students can achieve the dream of advancing themselves through a quality college education. Many of our graduates credit their MSU education with enabling them to achieve success beyond what they imagined for themselves.
“Major in you”
fonts
Fonts
The headline font, Argone, was chosen for it’s organic, friendly and handwritten quality, which invokes a more personal feeling in the viewer.
Headline Font Argon Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+:”<>? Copy Font Univers 57 Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+:”<>?
“Major in you” Color Palette
For Body Copy on a white Background
C: 63 M: 63 M: 62 k:57 #343434
PMS 116
PMS 300
PMS 286
#FFCF00
#005EB8
#0033A0
MSU logo & Tagline specifications
Major in you.
Logos are important for
a consistent message Consistency = awareness. Itâ&#x20AC;&#x2122;s a common misconception that a logo is a brand. A logo is not a brand. A brand is not a logo. A brand is the feeling you get when you see a logo. To maintain a consistent message, itâ&#x20AC;&#x2122;s a commonly accepted practice to place the logo in the same fashion on all communications, and check in with the Office of Communications & Marketing if you ever have questions. The taglineâ&#x20AC;&#x2122;s position in relation to the logo may not be changed.
The tagline & logo is the most preferable element. The following logo & tagline lockups may be used. Using the tagline is preferable to just showing the logo.
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Logos are important for
a consistent message We also use a horizontal placement version that is acceptable (such as on our website).
Logos are important for
a consistent message In some situations, such as our website or a leaderboard, itâ&#x20AC;&#x2122;s better to use the horizontal tagline lockup.
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Logos are important for
a consistent message The following examples are executions that compromise Major in You. We should strive not to modify the tagline or logo in any way, including itâ&#x20AC;&#x2122;s color, readability, or spacing. If you have questions about using the logo, email coma@moreheadstate.edu.
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ou. y n i r Majo
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“Major in you” Photography
KEY QUALITIES Personal Up close Person is interacting with environment Person doesnâ&#x20AC;&#x2122;t have to be looking at the camera Short focal length - brings subject closer Natural lighting Does not look staged or posed
Examples of
“Major in you”
Campaign
»
major in You.
MSUâ&#x20AC;&#x2122;s commitment to your success starts at enrollment and continues throughout your entire life. Find out for yourself by joining us for Open House. Benefits of attending Open House include waiving your application fee and guests will receive free tickets to our home basketball game against EKU.*
major in your
dreams. Whether you’re passionate about Shakespeare or science, Morehead State will help support your plan for a successful career. With personalized student success programs tailored to your talents and interests, you’ll find MSU’s commitment to your success starts at enrollment and continues throughout your life.
Major in you. www.moreheadstate.edu MSU is an affirmative action, equal opportunity, educational institution.
major in You. Whether you’re passionate about history or horses, Morehead State will help support your plan for a successful career. With personalized student success programs tailored to your talents and interests, you’ll find MSU’s commitment to your success starts at enrollment and continues throughout your life.
www.moreheadstate.edu MSU is an affirmative action, equal opportunity, educational institution.
major in You.
Whether you’re passionate about history or horses, Morehead State will help support your plan for a successful career. With personalized student success programs
tailored to your talents and interests, you’ll find MSU’s commitment to your success starts at enrollment and continues throughout your life.
www.moreheadstate.edu MSU is an affirmative action, equal opportunity, educational institution.