STYLE GUIDE
www.corning-cc.edu
TABLE OF CONTENTS OUR BRAND.............................................................................................................................................................................................................3 MARKETING OUR BRAND...................................................................................................................................................................................4 PROPER LOGO USAGE..........................................................................................................................................................................................8 IMPROPER LOGO USAGE.....................................................................................................................................................................................9 OFFICIAL CCC COLORS..................................................................................................................................................................................... 10 OFFICIAL CCC FONTS........................................................................................................................................................................................ 11 BRANDING ELEMENTS...................................................................................................................................................................................... 12 TEMPLATES........................................................................................................................................................................................................... 13 CREATIVE SERVICES............................................................................................................................................................................................ 15 PHOTOGRAPHY REQUESTS............................................................................................................................................................................. 16 SOCIAL MEDIA POLICY..................................................................................................................................................................................... 17 SOCIAL MEDIA REQUEST FORM.................................................................................................................................................................... 19
OUR BRAND The Corning Community College brand is much more than the logo, tagline, colors, or fonts we use in our publications and advertisements. Our brand is our identity, who we are as a College, and what sets us apart from the rest. So who are we and what sets us apart?
OUR MISSION STATEMENT
Corning Community College offers an extensive yet affordable range of educational, cultural, and social opportunities to a diverse population of full-time and part-time learners. We focus on student achievement by stressing quality teaching and personal attention. Our emphasis on high standards, sustainability, and technological advancement provides a flexible learning environment in which students are prepared for a life of service to their professions and their communities in a globally interdependent society. We promote intellectual and personal growth, meet the educational needs of the community through transfer, career, certificate, and training programs, and enhance economic development. Our mission statement defines who we are as a College. We communicate this identity through our brand. CCC’s branding elements include:
OUR LOGO
Our logo is the most visible representation of our brand. It communicates our identity as providing a quality education to a diverse population at an affordable price. Proper Logo Usage Improper Logo Usage Download CCC logos You can re-size the logos manually by grabbing a corner point of the box that contains the logo and dragging out or in. In order to prevent horizontal or vertical distortion of the logos when re-sizing manually, HOLD DOWN THE SHIFT KEY. You can also re-size the logos using the Edit Object dialogue box in Word or Publisher
OUR TAGLINE
“Choose Your Path to Success”: Corning Community College offers our community many paths to a successful life. Our tagline communicates that every individual in our community has the ability to choose a path to success through the College.
PROPER LOGO USAGE The Corning Community College logo is the most visible communication of our brand. As such, the Corning Community College logo should never be recreated, distorted horizontally or vertically, or sized so small that the “State University of New York� is illegible. These logos are downloadable from MyCCC/Employee tab/Employee Services channel/Our Brand link. These logos must be inserted as a picture in your document so that they will not have a white background. Horizontal logo in CCC Red and black filename: CCC_logo_horiz_1797.eps Horizontal logo in black filename: CCC_logo_horiz_bw.eps Horizontal logo in white filename: CCC_logo_horiz_white.eps
Stacked logo in CCC Red and black filename: CCC_logo_stacked_1797.eps
Stacked logo in black filename: CCC_logo_stacked_bw.eps
Stacked logo in white filename: CCC logo_stacked_white.eps
IMPROPER LOGO USAGE In order to maintain the integrity of the brand, it is very important that the logo is used properly. This means guarding against skewing the proportions or making it so small that the State University of New York is not legible.
This is an example of a horizontal logo that has been distorted--it has been stretched vertically. This is an example of a horizontal logo that has been distorted--it has been stretched horizontally. This is an example of a horizontal logo that is sized too small to be legible.
This is an example of a stacked logo that has been distorted--it has been stretched vertically.
This is an example of a stacked logo that has been distorted--it has been stretched horizontally.
This is an example of a stacked logo that is sized too small to be legible.
OFFICIAL CCC COLORS The official Corning Community College Colors are CCC Red and white. CCC Red is PANTONE速 Matching System (PMS) 1797. The CMYK equivalent is: C=0 M = 100 Y = 99 K=4 This color has been pre-loaded in all the templates provided in this Style Guide.
PANTONE 1797 U
16 pts PANTONE Red 032 1/4 pt PANTONE Black
98.5 1.5
OFFICIAL CCC FONTS The official Corning Community College fonts for the College’s logos are Univers 65 for “corning community college” and Univers 55 for “State University of New York”and Minion Pro for the tagline. You will not need these fonts to use the logos as they have provided to you as images. The official Corning Community College fonts to be used in print publications are Myriad Pro and Louisiana: Myriad Pro Regular Myriad Pro Italic
Louisiana Regular
Myriad Pro Semibold Myriad Pro Semibold Italic Myriad Pro Bold Myriad Pro Bold Italic Myriad Pro Black Myriad Pro Condensed Myriad Pro Condensed Italic Myriad Pro Bold Condesed Myriad Pro Bold Condensed Italic
HOW DO I GET CCC’S OFFICIAL FONTS? Fonts are available upon e-mailed request. Please include in the subject of your e-mail the word “FONTS.”
HOW DO I INSTALL FONTS ON MY PC? Upon request, you will receive an e-mail with a zipped folder attached containing the above fonts. 1. Download the zipped folder to your desktop. 2. Once the download is complete, double-click on the zipped folder. A window will open; inside you will see another folder of the same name. 3. Drag and drop that folder onto your desktop as well. This unzips the folder. 4. Double click on the unzipped folder, and you will see the font family files. 5. Leave that window open and double click on the “My Computer” icon on your desktop. 6. Double click on the “Local Disk (C:)” icon. 7. Double click on the “WINDOWS” folder. 8. Double click on the “Fonts” folder. 9. Drag and drop the font files into this folder. You’re done!
BRANDING ELEMENTS In addition to the logos, Corning Community College uses several branding elements to tie the logo and tagline together with the brand.
The Flag: The “flag” is a physical presence universal to all Corning Community College locations and serves to tie the locations together visually. Likewise, the “Flag” is used in publications and advertising to tie together the brand across a variety of media. Placement: The Flag should always be placed in the upper left corner of the document, but not flush with the left edge. It should be 1/8” to 1/4” (or .125” - .25”) from the left edge and flush with the top of the page.
The Swoosh: The “swoosh” is a graphical representation of the “Path to Success.” Placement: It should always be placed at the bottom of a flyer or post card, or at the bottom of the first page of a brochure or a PowerPoint presentation.
The Color Bars: The color bars are the College’s official graphical representation of diversity. They are included in all templates and may be copied and pasted from there. Placement: You will see from the templates the the color bar shown here on top is placed at the top of documents, and the color bar shown here on bottom is placed at the bottom of documents.
MARKETING OUR BRAND So what is “marketing” anyway? There are a variety of textbook definitions we could point you to defining marketing as “all the activities involved in bringing a product to the market, from research and development to advertising and promotion” but essentially, marketing is this:
building awareness in the community of our brand. HOW DO WE MARKET OUR BRAND? Corning Community College markets our brand through several vehicles. The marketing mix is continuously evaluated and tweaked for maximum reach and effectiveness. 1. Advertisements: CCC advertises in local newspapers, on local radio stations, on both local and cable television stations and online through Facebook ads. 2. Events: The Office of Admissions hosts several events throughout the year to connect with the community and build awareness of our brand. 3. Press Releases/Media Relations: The Office of Institutional Advancement works closely with Marketing and Public Relations to ensure press releases are supported with advertising and promotion. 4. Sponsorships: CCC is a proud sponsor of several local events and organizations. Sponsorships not only show support for our community, but also create an opportunity to build awareness of our brand. 5. Publications: The Communication Plan outlines a very specific plan for using publications to communicate our brand to prospective students.
The first publication in the Communication Plan is called a “Search Piece.” It is intended to spark interest in finding out more about what the College has to offer by giving an overview of the College, including programs, services, and student life. This piece also provides location and contact information, including a QR code that smart-phone users can scan to go to our public web site. corning-cc.edu
The following publications in the Communication Plan are called “Divisional Brochures.” They are designed to answer inquiries generated by the Search Piece as well as communicate in more depth the quality of the education available at the College through faculty highlights and student testimonials. You may order supplies through the Office of Admissions.
Business Administration and Computing Divisional Brochure
Health and Sciences Divisional Brochure
Liberal Arts and Sciences Divisional Brochure
Math, Physics, Technology, and Engineering Science Divisional Brochure
Protective and Social Services Divisional Brochure
Visual and Performing Arts and Sciences Divisional Brochure
The next publications in the Communication Plan are called “Program Sheets.� Once the prospective student has narrowed his or her interests to a specific program or programs, these Program Sheets are designed to provide more in-depth information re: that specific program or programs. Not a repetition of the College Catalog, Program Sheets provide information re: careers and salaries that one might expect to command locally with a certificate or degree in each particular program, as well as inspirational quotes and faculty or student highlights. Please request prints from Marketing and Public Relations.
Accounting Program Sheet
Auto Body and Collision Repair Program Sheet
Automotive Mechanics and Automotive Technology Program Sheet
Business Administration Program Sheet, AS and AAS
Chemical Dependency Counseling and Human Services Program Sheet
Chemical Technology Program Sheet
Computer Aided Drafting (CAD) Certificate and Mechanical Technology: CAD Design Program Sheet
Computer Information Science and Computer Science Program Sheet
Computer Numerical Control (CNC) Programming and Machine Tool Technology Program Sheet
Criminal Justice and Police Basic Training Program Sheet
Early Childhood Services and Early Childhood Studies Program Sheet
Electrical Technology Program Sheet
Energy Process Technology Program Sheet
Engineering Science Program Sheet
Environmental Science Program Sheet
Fine Arts and Design Program Sheet
Health and Physical Education Studies Program Sheet
Information Technology Program Sheet
Liberal Arts and Sciences: Childhood Education Transfer Liberal Arts and Sciences: Education/Childhood Education Teaching Assistant Certificate
Liberal Arts and Sciences: Humanities and Social Sciences Program Sheet
Liberal Arts and Sciences: Mathematics and Sciences Program Sheet
Nursing Program Sheet
Recreation Studies Program Sheet
The final publication in the Communication Plan is called “The Welcome Packet.� This piece is intended to be a conversion piece and is only sent to accepted students. It includes an acceptance letter from the Director of Admissions and the Associate Dean over the program into which the student has been accepted, as well as information orienting the student to Corning Community College.
TEMPLATES Below you will find Corning Community College’s official templates for creating brochures, flyers, post cards, and PowerPoint presentations. The images are for placement suggestions only and can be changed, moved, or eliminated. The nice thing about these templates is that by using them, you will already have all the graphical branding elements placed for you and the official fonts and colors ready to use. You are by no means limited to the templates here. They are simply meant to serve as a starting point in your creative process. Also, when designing your publications, be aware that internal printers cannot print edge to edge, so you must set your margins to a minimum of 1/4” or .25.”
CCC Booklet Template.pub
CCC Brochure Template.pub
CCC Brochure Template_Diversity Branding.pub
CCC Flyer (8.5x11) Template.pub
CCC Flyer (8.5x11) Template_Diversity Branding.pub
TEMPLATES (cont.)
CCC Poster (11x17) Template.pub
CCC Poster (11x17) Template_Diversity Branding.pub
CCC Large Format (24x36) Poster Template.pub
CCC Large Format (24x36) Poster Template_Diversity Branding.pub
CCC Post Card Template_.pub
CCC Post Card Template_Diversity Branding.pub
CCC Presentation Template1.pptx
CCC Presentation Template_Diversity.pptx
CREATIVE SERVICES Not finding a template that meets your needs? Corning Community College empowers you, the employees, to create your own brochures, flyers, post cards, posters, or anything you desire using the guidelines set forth and resources made available to you in this Style Guide. How? Create your own promotional materials by following these simple steps:
Be Creative! Get those creative juices flowing!
Consult the Style Guide
Here you’ll find all the tools you’ll need to get the job done!
Stuck? Try looking at samples of publications others have created to get ideas. Contact colleagues and ask for their thoughts. Or contact Marketing and Public Relations for help getting started! After all, we want your publication to be as successful as you do!
Here you’ll find logos, fonts, color palettes, templates, access to images, and guidelines to use them all! If you find you need further assistance, help is an e-mail or phone call away to Paula Smith at psmith40@corning-cc.edu or x9109.
Approval You will hear from us within 5 business days.
your promotional publication and put it to use!
Brag Tell us how it worked—we want to hear your success stories!
We don’t want to hold up the process or stifle your creativity. We just want to make sure that the current branding is being used appropriately. Remember, we want your publication to be as successful as you do!
There are several print options available to you: 1. Print to a color laser printer in your area. Make sure it’s a color laser printer and not an ink-jet printer or you might not get the quality you were hoping to have. 2. Send a pdf file to Maxa Whitford in Mail and Printing Services (MAPS). This option will incur a small charge to your department depending on the size of the publication and the quantity you are printing. More information is available from MAPS. 3. If you have the funds in your budget to go to a professional printer, please go through Paula Smith in Marketing and Public Relations to hire any print vendors.
PHOTOGRAPHY REQUESTS Corning Community College has an image database loaded with pre-approved images for content contributors and content mangers to use when populating content on the public and internal web site. This database is suitable only for the web due to the low resolution of the images. The College also has an image database available to you on Flickr.com for use in print publications. 1. Go to Flickr.com 2. Click on the blue “Sign In” link in the upper right corner 3. Yahoo ID = cccimages4print Password = redbarons 4. Go to the “Organize & Create” drop down menu 5. Select “Sets & Collections” Here you will find groups of images arranged in “sets.” Each set belongs to a “collection.” You will see the collections on the left hand side of the screen. These collections are organized in alpha order by Athletics, Classroom, Employees, Events, and Students. When you click on the arrow next to each collection, the sets (or additional collections containing sets) that are housed in that collection will appear. On the right hand side of the screen you will see all the sets available to you, but not organized in any fashion. You can browse through either way you are most comfortable. If you do not find an image that appropriately captures what you are looking for, you may submit a photography request. Corning Community College does not retain a full-time photographer, however there are several freelance photographers that have been pre-approved and your request will be assigned to one of them. Photography Request Form [NOTE: This will link to a Google Doc form.]
OFFICIAL CCC SOCIAL MEDIA SITES Corning Community College has several official social media sites intended for Marketing purposes already established. These include:
http://studentsatcorning-cc.blogspot.com/ Subscribe to or follow us today! (You must log out of CCC’s portal and start a new web browser session in order to do this, and use a personal e-mail account.)
http://www.facebook.com/CorningCommunityCollege Like us today!
https://twitter.com/#!/corning_cc Follow us today!
Skype name: corningcc Skype us today!
http://www.youtube.com/user/corningcc Subscribe today! (You must log out of CCC’s portal and start a new web browser session in order to do this, and use a personal e-mail account.)
How do I post to these sites?
If you would like to post to the Facebook or You Tube sites, please send your post to Pasty Drake at pdrake@corningcc.edu. Please include any images you would like posted as well.
How do I create a site for my department or area of the College?
If you would like to create a social media site for your own department or area of the College, CCC has also established a Social Media Policy, which you will find on the following pages or posted to the MyCCC/Welcome tab/ MyCCC Links channel/Information Technology link/Publications, Forms, and Policies page. CCC’s Social Media Policy includes a form that must be filled out and signed by your Department Supervisor, Senior Staff Supervisor, and the Associate Director of New Media Communications. The form is intended to build internal awareness of CCC-affiliated sites and not intended for approval puproses.
SOCIAL MEDIA POLICY Social Media Policy
The Social Media Policy is established to utilize social mediums effectively so that the College may protect its confidential and proprietary information; respect copyright and intellectual property; safeguard its institutional voice; and, protect the professional and personal reputations of the College community.
Introduction
Social media are powerful communications tools that have significant impact on organizations and professional reputations. Sometimes there is confusion between personal voice and institutional voice, Corning Community College has provided the above policy and following document to clarify how best to enhance and protect personal and professional reputation and to promote one voice when participating in social media. Social media are defined as media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Examples would include but not be limited to Facebook, Twitter, YouTube, and MySpace. Both in professional and institutional roles, employees need to follow the same behavioral standards online as they would in real life. The same laws, professional expectations and guidelines for interacting with students, parents, alumni, donors, media, and other college constituents apply online as in the real world. The College and its employees are liable for anything they post to social media sites.
Section 1: Policies for College Related Social Media Sites, Including College-Related Personal Sites 1.1 Protect confidential and proprietary information: Do not post confidential or proprietary information about Corning Community College (CCC), students, employees, or alumni. Employees must still follow the applicable federal requirements such as FERPA and HIPAA, as well as National Junior College Athletic Association (NJCAA) regulations. Adhere to all applicable college privacy and confidentiality policies, including policies concerning the images of individuals. If there is ever a question concerning these requirements, please contact the Associate Director of New Media Communications. 1.2 Respect copyright and intellectual property: Sharing of images, video, audio, or newspaper/journal articles is subject to copyright law. When posting content, be mindful of the copyright and intellectual property of others and of the College. For guidance and questions about use of copyrighted material, contact the Associate Dean of Learning Resources in the Library. 1.3 Don’t use CCC logos for endorsements: Do not use the CCC logo or any other college image or iconography on personal social media sites. Do not use CCC’s name to promote a product, cause, or political party or candidate. 1.4 Respect college time and property: College computers and time on the job are reserved for college related business as approved by supervisors and in accordance with the Acceptable Use Policy of the college.
Section 2: Institutional Social Media If you post on behalf of an official college unit, including official student organizations and clubs, the following policies must be adhered to in addition to all policies listed above in Section 1. 2.1 Notify the College: Departments or college units that have a social media page (prior to the ratification of this policy) or would like to start one should contact their supervisor and/or senior staff representative. Units that are unsure who to contact should contact the Associate Director of New Media Communications. Departmental site(s) must be registered with the Associate Director of New Media Communications. A manager of the site will be designated. Forms are available on MyCCC/Welcome tab/MyCCC Links channel/Information Technology link/ Publications, Forms, and Policies page. 2.2 Appropriately established: Social media sites that represent the College or any of its departments should be established in a way that will not expose users to inappropriate advertising or links to other posts that do not reflect well on the College.
2.2 Acknowledge who you are: If you are representing CCC when posting on a social media platform, acknowledge this. 2.3 Keep current: It is the responsibility of the site manager to keep the information on social media sites up-todate, taking into account the desired messages, audiences, and goals. 2.4 Link back to the College: When appropriate, link back to the CCC Website. Posts should be brief; redirecting a visitor to content that resides within the CCC Web environment. When linking to a news article about CCC, check first to see whether you can link to a release on the CCC site instead of to a publication or other media outlet. 2.5 Protect the institutional voice: Posts on social media sites should protect the College’s institutional voice by remaining professional in tone and in good taste. No individual or CCC unit should construe its social media site as representing the College as a whole. Consider this when naming pages or accounts, selecting a profile picture or icon, and selecting content to postnames, profile images, and posts should all be clearly linked to the particular department or unit rather than to the institution as a whole.
Section 3: Best Practices This section applies to those posting on behalf of an official college unit, though the guidelines may be helpful for anyone posting on social media in any capacity. 3.1 Think twice before posting: Privacy does not exist in the world of social media. Consider what could happen if a post becomes widely known and how that may reflect on both a poster and the College. Search engines can turn up posts years after they are created, and comments can be forwarded or copied. If you wouldn’t say it at a conference or to a member of the media, consider whether you should post it online. If you are unsure about posting something or responding to a comment, ask your supervisor for input. 3.2 Strive for accuracy: Get the facts accurately before posting them on social media. Review content for grammatical and spelling errors. This is especially important if posting on behalf of the College in any capacity. 3.3 Be respectful: Understand that content contributed to a social media site could encourage comments or discussion of opposing ideas. Responses should be considered carefully in light of how they reflect on the poster and/or the College and its institutional voice. 3.4 Remember your audience: Be aware that a presence in the social media world is or easily can be made available to the public at large. This includes prospective students, current students, current employees and colleagues, and peers. Consider this before publishing to ensure the post will not alienate, harm, or provoke any of these groups. 3.5 On personal sites, identify your views as your own: If you identify yourself as a CCC faculty or staff member online, it should be clear that the views expressed are not necessarily those of the institution. 3.6 Photography: Photographs posted on social media sites easily can be appropriated by visitors. Consider adding a watermark and/or posting images at a resolution that will not be easily printed. Remember that CCC policies relating to the publishing and use of College images apply to online postings as well as to print media. Contact the Asscoiate Director of Marketing for more information about these policies.
SOCIAL MEDIA REQUEST FORM Date: __________________________ Department: _____________________________________________________________________________________ Name of Contact (Manager of Site): ___________________________________________________________________ Social Media Site (Facebook, YouTube, Flickr, etc.): _______________________________________________________ URL: ____________________________________________________________________________________________ Target Audience(s): ________________________________________________________________________________ Purpose: ________________________________________________________________________________________ ________________________________________________________________________________________________ ________________________________________________________________________________________________ Will CCC logo be used? Yes No
Which? _____________________________________________________
Does the site offer a page free from advertising? Yes No If yes, will it be used? Yes No
Department supervisor approval: _____________________________________________________________________ Sr. Staff Supervisor signature: ________________________________________________________________________ Associate Director of New Media Communications signature: ______________________________________________
**Note: Once all signatures are obtained, please provide a copy to all the above.