NWOSU Rebrand Style Guide

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NORTHWESTERN OKLAHOMA STATE UNIVERSITY OFFICIAL STYLE GUIDE

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Table of Contents What is a Brand ............................................................................................................................ 1 Introduction ................................................................................................................................. 2 Color Palette ................................................................................................................................ 3 Primary Mark Evolution ............................................................................................................ 4 Primary Mark ............................................................................................................................... 5 Secondary Mark .......................................................................................................................... 6 Typeface ........................................................................................................................................ 7 Wordmarks ................................................................................................................................... 8 Arched Wordmarks .................................................................................................................... 9 Sport-Specific Marks ............................................................................................................... 10 Signature Marks ........................................................................................................................ 11 Improper Logo Usage ............................................................................................................. 12 Notes ............................................................................................................................................ 13

NORTHWESTERN OKLAHOMA STATE UNIVERSITY OFFICIAL STYLE GUIDE

What is a Brand?

The term brand only once referred to what a rancher did to his cattle. To keep others from confusing his cattle from other cattle on the range, the rancher would sear a cow’s hide with red-hot irons that left distinctive marks, or brands. Like cattle brands, the purpose of a brand in business is to identify goods and services with their owner or producer, and most importantly, distinguish these goods and services from others in the marketplace.

The Dictionary of Business and Management defines a brand as: “a name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors.” This popular definition of branding focuses almost exclusively on a brand’s visual interpretation—look and logo—in the marketplace.

While this is an important part of branding, it is not the whole of branding. More than a look, a brand is a trustmark, a warrant, a collection of feelings. Feelings are created by the accumulation of experiences with the brand, both directly relating to its use, and through the influence of advertising, design and media. A brand serves to create associations and expectations. A brand often includes a logo, fonts and color schemes that are developed to represent values, ideas and even personality.

The Northwestern Oklahoma State brand is the personality we want to convey in all communications; it is how we want to be perceived; it is the promise that we pledge.

-- excerpts from Building a Brand That Matters by Bob Seviere

NORTHWESTERN OKLAHOMA STATE UNIVERSITY OFFICIAL STYLE GUIDE

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Introduction An impression is made each time someone at Northwestern Oklahoma State communicates with the public. Visual communications such as newsletters, brochures, websites and other marketing materials impact Northwestern Oklahoma State’s brand.

Externally, an institution’s visual identity reflects not only its style and character, but also its traditions, strengths and values. Internally, the visual identity of an institution conveys a sense of pride and commitment to a common mission.

Conforming to comprehensive visual standards can unify and strengthen communications by projecting a message of order and consistency. The elements of such an initiative identified in this guide include the appropriate use of the Northwestern Oklahoma State logo, an established color palette and preferred typefaces.

The guidelines that follow will help you apply visual elements within an established system to ensure consistency in style and message.

Of course, no guide can cover all possible situations. If you have questions about the material included here, please contact the Director of Athletic Communications.

If you have suggestions for items to be included, please send them to: btholmgren@nwosu.edu or call 580-327-8639.

NORTHWESTERN OKLAHOMA STATE UNIVERSITY OFFICIAL STYLE GUIDE

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The official Northwestern Oklahoma State red and black are key components of the institution’s brand identity and they are the primary colors for use in principal print and electronic communications. Consistent use and careful matching are essential in establishing and maintaining a unified image. The PantoneŽ colors should be used when printing one-, two- and three-color publications (spot color). When full-color printing (four-color process) is used, the CMYK mix is applied. The RGB values are for screen display only and the HEX values are for Web design. Using the formulas specified will ensure the best color match on all computers.

NORTHWESTERN OKLAHOMA STATE UNIVERSITY OFFICIAL STYLE GUIDE

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* One Color option can be represented as seen above (black) or in Northwestern State Red or White.

* When full color is shown on black please make sure logo is accompanied by a white stroke.

NORTHWESTERN OKLAHOMA STATE UNIVERSITY OFFICIAL STYLE GUIDE

* When shown on black please make sure logo is accompanied by either a white or red stroke.

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1. On the point of the collar.

2. On the back neck area of polo.

3. On the front of a cap.

4. On the back of a cap.

5. On the side hip panel of football pants.

6. On the side panels of basketball shorts.

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C O L O R *

* One Color option can be represented as seen above (black) or in Northwestern State Red or White.

NORTHWESTERN OKLAHOMA STATE UNIVERSITY OFFICIAL STYLE GUIDE

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NORTHWESTERN OKLAHOMA STATE UNIVERSITY OFFICIAL STYLE GUIDE

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NORTHWESTERN OKLAHOMA STATE UNIVERSITY OFFICIAL STYLE GUIDE

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NORTHWESTERN OKLAHOMA STATE UNIVERSITY OFFICIAL STYLE GUIDE

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