NORTHWESTERN DIVISION OF STUDENT AFFAIRS BRAND BOOK
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STUDENT AFFAIRS BRAND BOOK 2014-15
DIVISION OF STUDENT AFFAIRS
NORTHWESTERN UNIVERSITY
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NORTHWESTERN DIVISION OF STUDENT AFFAIRS BRAND BOOK
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TABLE OF CONTENTS
1. STORY & MISSION
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1.1 Value Statements....................................................................... 6 1.2 Guiding Principles..................................................................... 6 1.3 Strategic Themes........................................................................7 1.4 Where to Use This......................................................................7 1.5 Our Brand.................................................................................... 9 1.6 Touch Points............................................................................... 9
2. WRITTEN COMMUNICATION
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2.1 Writing Style...............................................................................11 2.2 Crafting Headlines.....................................................................11 2.3 Writing for the Web................................................................. 12
3. VISUAL COMMUNICATION
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3.1 Typography................................................................................18 3.2 Photography.............................................................................. 22 3.3 Videography.............................................................................. 23 3.4 Marketing Collateral............................................................... 24 3.5 Temporary Logos..................................................................... 26 3.6 Incorrect Logo Use...................................................................27
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NORTHWESTERN DIVISION OF STUDENT AFFAIRS BRAND BOOK
STORY & MISSION
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VISION STATEMENT: We will be full partners in the student learning experience. The Division of Student Affairs partners with the academic schools/colleges and other University divisions in alignment with the University’s vision and mission to advance student learning and success.
MISSION STATEMENT: The mission of the Northwestern University Division of Student Affairs is to educate students, engage the community, and enrich the Northwestern experience. We pursue our mission through providing learning programs, services, and mentoring to maximize students’ potential; removing barriers to learning; strengthening readiness to learn; and sustaining a safe and healthy Northwestern community.
NORTHWESTERN DIVISION OF STUDENT AFFAIRS BRAND BOOK
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NORTHWESTERN DIVISION OF STUDENT AFFAIRS BRAND BOOK
VALUE STATEMENTS
INTEGRITY - We exercise the highest ethical and professional standards in our advancement of the student learning experience and in relationships with community and external partners. SOCIAL JUSTICE - We commit ourselves to creating a Northwestern community that facilitates full and equal access to learning in and outside the classroom. We assess our programs, services, and institutional climate to contribute to an equitable and inclusive Northwestern experience. INNOVATION - We look for creative and sustainable approaches to enhance our work, challenge assumptions, and promote strategies to advance student learning and success. We inspire and are inspired; we infuse energy and passion into the pursuit of our vision and mission. COLLABORATION - We practice open, authentic, and civil communication. We seek first to understand. We partner with one another, students, faculty, staff, alumni, and community members in a collegial manner that is consistently professional, respectful, and empathic. STEWARDSHIP - We strive to be thoughtful and responsible with our natural and institutional resources, facilities, and spaces.
GUIDING PRINCIPLES
COMMITMENT TO EXCELLENCE: Upholding excellence as the ultimate principle in our personal conduct, work, programs, policies, and services. ACCOUNTABILITY: Holding ourselves and others responsible to our values, guiding principles, and institutional resources. COMMUNICATION: Consistently listening intently and sharing clear information with internal and external constituents in a timely manner. CURIOSITY: Asking questions and seeking new approaches and strategies to find solutions and improve programs, policies, and services. AUTHENTICITY: Engaging with sincerity and honesty in our interactions and decision making. INTENTIONALITY: Making deliberate and strategic decisions that contribute to the welfare of our students, colleagues, and community.
NORTHWESTERN DIVISION OF STUDENT AFFAIRS BRAND BOOK
STRATEGIC THEMES
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1. BUILD ORGANIZATIONAL HEALTH - We will create a healthy, functional and sustainable Student Affairs organization committed to excellence by continuously improving internal and external communications, technologies, professional development, policies, and procedures. 2. ENRICH THE NORTHWESTERN EXPERIENCE We will provide services, programs, shared experiences, and a unifying identity that contributes to a vibrant Northwestern community. 3. FURTHER STUDENT LEARNING - We will create holistic learning experiences for students outside the classroom, remove barriers to student learning, and provide opportunities for the integration of their learning. We will utilize an attainable and measurable framework for student learning outside the classroom. 4. ADVANCE SOCIAL JUSTICE - We will work authentically and ethically to create an inclusive and socially just learning environment for all members of the Northwestern University community. 5. FOSTER PURPOSEFUL PARTNERSHIPS - We will collaborate with our Student Affairs colleagues, students, faculty colleagues, alumni, departments, and divisions outside of Student Affairs. 6. OPTIMIZE RESOURCES - We will continually look for opportunities to attract, align, and maximize resources, and to use them wisely and effectively to improve programs, services, and facilities for students and to strengthen our infrastructure and technology. It is recommended that you incorporate the Division’s vision and mission statement on your department’s website, your email signature, and digital sources that will help tell the Student Affairs story. The strategic plan is found at bit.ly/SAVisionMission Please direct stakeholders to this page from you website and other sources.
WHERE TO USE THIS
• Website • Email signature (See page 11 for details)
EACH DEPARTMENT’S MISSION STATEMENT:
• Appropriate use of department’s mission statements
Each and every member of Student Affairs tells our story. Through our creativity. Through our collaboration. Through interactions with our students.
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NORTHWESTERN DIVISION OF STUDENT AFFAIRS BRAND BOOK
“A BRAND IS NOT WHAT YOU SAY IT IS. IT’S WHAT THEY SAY IT IS.” (Marty Neumeier, The Brand Gap)
NORTHWESTERN DIVISION OF STUDENT AFFAIRS BRAND BOOK
OUR BRAND IS
• Much more than a logo or a flyer. • What sets us apart from other divisions and departments at Northwestern University. • Created by the perception of the NU community (their perception is our reality). Our brand touches each member of the NU community.
TOUCH POINTS
Touch points are interactions one has with a brand. Consumers’ perceptions are heavily influenced by these interactions, both direct and indirect. THERE ARE FOUR TYPES OF TOUCH POINTS: 1. Company-created – planned Marketing Communication messages such as ads, news releases, brochures, packages, store decor 2. Intrinsic/Experiential – interactions with a brand required during the process of buying or using that brand 3. Unexpected – unanticipated references to a brand that are beyond the control of the company (word-of mouth, third-party credibility) 4. Customer-initiated – interaction that occurs whenever a customer or prospect contacts a company
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NORTHWESTERN DIVISION OF STUDENT AFFAIRS BRAND BOOK
WRITTEN COMMUNICATION
NORTHWESTERN DIVISION OF STUDENT AFFAIRS BRAND BOOK
WRITING STYLE
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TAGLINE Student Affairs’ tagline: Educate. Engage. Enrich. LANGUAGE
• Refer to our division as the Division of Student Affairs or Student Affairs. • “DOSA” should not be used. In addition: 1. Do not refer to students as “kids” 2. Res. Hall or Residence Hall / Not “Dorm” 3. Northwestern Event Calendar / Northwestern Event Cal… Not Plan-it Purple 4. Inclusive Language 5. School specific preferred language
UNDERSTANDING YOUR AUDIENCE Does your voice match your audience?
CRAFTING HEADLINES EMAIL SIGNATURES
HEADLINES SHOULD: • Intrigue the reader. Never be “What” focused. Reflect either “Why” or “How” messaging. • Tell a story, even in just a few words. • Carry a richness of voice, no matter whether they are written in first, second or third person. • Make statements, not ask questions. • Elicit emotion. What emotion will someone feel when they read it? *For your email signature, we recommend you limit any reference to the stratgic plan to one of three phrases: • Educate. Engage. Enrich. • Educate students. Engage the community. Enrich the Northwestern experience. • We will be full partners in the student learning experience. There are signature versions of each word mark. Please use the correct version of your word mark and make sure it links back to your department’s website. Extra icons/logos. If you utilize any social media and/or the Plan-it Purple logo, • Make sure the logos are all the same size. • Do not use more than three. • Only use logos that link to active accounts (i.e. Make sure the social media accounts active, the Plan-it Purple calendar lists upcoming events, etc.) *See Section 3 page 26 for an example of an email signature.
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NORTHWESTERN DIVISION OF STUDENT AFFAIRS BRAND BOOK
WRITING FOR THE WEB
Web-oriented writing is very different from other types of writing. It should be short, to the point, and easy to read.
DO:
• Follow the divisons branding when formating headers that include dates and phone numbers. Numbers are divided by periods (ie: MM.DD.YY AND 555.555.5555) • Omit non-essential words. Users don’t read -- they scan. • Use “inverted pyramid” writing style: start with the point, and then support it, using links for more in-depth details. • Constrain paragraphs to only one idea. • Keep the most important elements “above the fold;” that is, visible upon initial page view without scrolling. • Use an active voice: “The company published the book.”
DON’T:
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Use Abbreviations, acronyms. Shortened forms not readily recognizable by the reader should be avoided. Use jargon. Connection with our readers is key, so avoid jargon. Instead, explain with illustrative or descriptive language. Use long headings, titles. Be concise and informative. The BBC and CNN news headlines are excellent examples of brevity, averaging five words. Use poor grammar. Common examples are switching between first and third person, and using the singular they (see Word List/they). Emphasize too much. If you use bolded headings, short paragraphs, and bulleted lists, you should not need to rely on italics, bolding, or underlining for emphasis. These styles can make the page look messy and harder, not easier, to read and differentiate.
TIPS:
• Just when you think you are done, look again. Cut, cut, and cut your text until it is the most essential message. • Link; don’t make people go and search for something that you mention if it already has a page somewhere. • Make your links contextual. Avoid “Click here.” Use part of the actual referencing sentence as the link. Research shows that users like them to be 4-8 words in length. • Do not use: for commencement information for graduating students, click here. • Do use: Commencement information for graduating students is now available. • Do not underline text. On the web, underline = link. Giving a sentence an underline for emphasis is misleading. And, again, you don’t really need it. • Use all caps very sparingly. Research shows all caps is harder to read than mixed case.
NORTHWESTERN DIVISION OF STUDENT AFFAIRS BRAND BOOK
“ THEY’RE NOT
DOING ANYTHING MAGICAL; THEY’RE JUST CHOOSING THE RIGHT WORDS.”
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NORTHWESTERN DIVISION OF STUDENT AFFAIRS BRAND BOOK
VISUAL COMMUNICATION
UNIVERSITY
THE ROCK
NORTHWESTERN DIVISION OF STUDENT AFFAIRS BRAND BOOK
PRESIDENTIAL
HOMECOMING
PRIMAL SCREAM
DILLO
DEERING
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LAKEFILL
NORTHWESTERN DIVISION OF STUDENT AFFAIRS BRAND BOOK
HOMECOMING
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CMYK 50, 70, 0, 0 RGB 149, 96, 164 PMS 2577 HEX 9560A4
PRIMAL SCREAM
PRESIDENTIAL
COLORS PRIMARY PALETTE
CMYK 80, 100, 0, 0 RGB 92, 36, 131 PMS 2597 HEX 5C2483
CMYK 80, 100, 0, 50 RGB 59, 17, 81 PMS 2627 HEX 3B1151
DEERING
UNIVERSITY
LAKEFILL
NORTHWESTERN DIVISION OF STUDENT AFFAIRS BRAND BOOK
CMYK 89, 32, 27, 10
RGB 193, 192, 192
PMS 314
PMS 420
HEX 007B9A
HEX C1C0C0
RGB 70, 186, 184 PMS 325 HEX 46BAB8
HEX 7EA640
THE ROCK
DILLO
RGB 126, 166, 64
CMYK 67, 0, 33, 0
CMYK 28, 21, 22, 2
RGB 0, 123, 154
CMYK 58, 15, 90, 2
PMS 7737
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CMYK 50, 40, 39, 21 RGB 126, 125, 126 PMS 425 HEX 7E7D7E
NORTHWESTERN DIVISION OF STUDENT AFFAIRS BRAND BOOK
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Ag TYPOGRAPHY
What is typography? The science and art of communications through type. Science: because there are rules about how to format and handle type to enhance readability. Art: because type is a powerful communicator of mood and meaning. Every font has its own unique personality.
Some general typographical rules to follow:
• Use proper punctuation (one space after periods, the right dashes, hanging quotes, etc). • Avoid widows (less than 3 words in the last line of a paragraph) and orphans (a sentence or line by itself at the bottom or top or top of a column). • When mixing type, never use more than three. Preferably, max out at two, but never more than three. • Using proper spacing: watching your leading (space between lines) and kerning (space between letters). Good rule of thumb: your leading should be at least 2points higher then you text size; ie: 12pt font should have a 14pt leading. • Use effective contrast through size, weight, form, structure, color, texture, and/or direction.
X-Height
The division is currently using web friendly fonts, Oswald and Lora.
Lora, a serif font, should only be used for body text, both in print and in digital material.
Crossbar
Oswald, a sans serif font, should be used as header and call out text only. When using Oswald as a header, it should always be capitalized.
Link or Neck
Serif
Baseline
Aa
g
OSWALD
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Oswald was designed by Vernon Adams, a font designer currently producing open source fonts for the Google web font directory. As described in the Google web font directory, “Oswald is a reworking of the classic style historically represented by the ‘Alternate Gothic’ sans serif typefaces. The characters of Oswald have been re-drawn and reformed to better fit the pixel grid of standard digital screens. Oswald is designed to be used freely across the internet by web browsersw on desktop computers, laptops and mobile devices.”
ABCDEFGHIJK LMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxtyz 123456789 Source: www.whatthehelvetica.com/2012/03/02/font-fetish-fridayoswald/
Ear
Aa LORA
Lora is a well-balanced contemporary serif with roots in calligraphy. It is a text typeface with moderate contrast that is well suited for body text. “A paragraph set in Lora will make a memorable appearance because of its brushed curves in contrast with driving serifs. The overall typographic voice of Lora perfectly conveys the mood of a modern-day story, or an art essay. Technically Lora is optimised for screen appearance, and works equally well in print. Designed by Olga Karpushina in 2011.”
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxtyz 123456789 Source: www.cyreal.org/2012/07/lora/
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NORTHWESTERN DIVISION OF STUDENT AFFAIRS BRAND BOOK
PHOTOGRAPHY
Contact Jill Norton (jill-brazel@northwestern.edu) if you have: • An image in mind you need to have photographed or we may have in our photo library. • An image of your own please send for quality adjustments and approval. • Note: Photos that are uploaded and do not meet quality or branding standards will be removed and replaced.
SIZING FOR WEBSITE • • • • •
600x600 standard square photo or headshot 750x300 carousel items or section page toppers All at 72 dpi saved for web as jpeg at 60% Upload all within ‘assets’ folder on Cascade always name original file all lower case, no spaces, hyphens
BASIC PHOTOGRAPHY TIPS-TOP 10 THINGS TO CREATE STRONGER PHOTOS 1. Move in close 2. Be quick- "Shoot first, ask questions later" 3. Make it interesting - composition 4. Be selective 5. Focus on your subject 6. Experiment with shutter speed 7. Look at the light 8. Watch the weather 9. Keep your camera settings simple 10. Be bold
NORTHWESTERN DIVISION OF STUDENT AFFAIRS BRAND BOOK
VIDEOGRAPHY
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YouTube is a powerful tool for allowing students and staff to showcase departmental work and build recognition. Northwestern University encourages using YouTube to communicate with prospective and current students, staff, faculty, partners, and alumni. The following guidelines are intended to help YouTube users conduct their online activities in a successful, productive, and legal manner.
TECHNICAL SPECIFICATIONS: 1. Video content files should be provided in either MP4 format (also known as MPEG-4) or M4V format that does not contain DRM copyright protection. 2. The most popular videos are 1-5 minutes long. Video files must be less than 20 GB in size. Longer videos or larger files will need to be split into multiple video clips prior to submission. 3. YouTube supports both standard definition (640 x 480 pixels) and high definition (1920 x 1080 pixels or 1280 x 720 pixels) video. HD is preferred. 4. The preferred video codec is H.264 or MPEG-2.
DESCRIBING AND TAGGING YOUR WORK: 1. A title and description must accompany each video clip submitted: • Title must be fewer than 40 characters in length. • Description must be between 100-700 characters in length. • Northwestern University should appear at least once in either the title or description. 2. Include tags (descriptive keywords separated by commas), date, and location of the video.
IMPORTANT INFORMATION ABOUT COPYRIGHT: • Video submissions should be of original work. SAIT requires written permission from the video's creator before it can be published to your department’s YouTube channel.
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NORTHWESTERN DIVISION OF STUDENT AFFAIRS BRAND BOOK
RESPONSIVE WEBSITE
Through an extensive and intentional planning and implementation process, Student Affairs IT and Student Affairs Marketing collaborated to create a new series of websites to better connect, inform, and brand the websites for the Division of Student Affairs and its departments. This ongoing process will result in nearly 30 new websites within the Student Affairs. This new website redesign features: • • • •
A dynamic and vibrant design An event-driven focus Responsive design Accessible implementation.
The website redesign is scheduled to complete fall 2014.
Student Affairs responsive wedsite design
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NORTHWESTERN DIVISION OF STUDENT AFFAIRS BRAND BOOK
MARKETING COLLATERAL
Student Affairs Blog (online) Audience: students, faculty, staff, alumni Frequency: varies Student Affairs Quarterly (printed and digital magazine) Audience: Division of Student Affairs staff Frequency: quarterly Student Affairs Dean’s Update (digital magazine) Audience: Deans of the colleges and other University leadership Frequency: twice a year
Dean’s Update, Inside spread Winter 2014
Student Affairs Quarterly, Inside spread
Student Affairs Quarterly, Inside spread
NORTHWESTERN DIVISION OF STUDENT AFFAIRS BRAND BOOK
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Student Affairs Insider (email) Audience: Division of Student Affairs staff Frequency: monthly Student Affairs Monthly (email) Audience: All Northwestern Frequency: monthly Wildcat Family Focus (digital magazine) Audience: parents Frequency: monthly
Student Affairs Insider June 2014
Student Affairs Monthly
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EMAIL SIGNATURE SAMPLES
Name (Bold and Purple) Position Optional: Division of Student Affairs
SAM NORTHWESTERN UNIVERSITY
STUDENT AFFAIRS MARKETING
Northwestern University Full Mailing Address Phone Number (seprated by periods) Educate. Engage. Enrich. planit
John Doe Graphic Designer Division of Student Affairs
SAM NORTHWESTERN UNIVERSITY
STUDENT AFFAIRS MARKETING
Northwestern University 1999 Campus Dr. #3-272 | Evanston, IL 60208 847.555.5555 Choose one statement below
We will be full partners in the student learning experience. planit
SIGNATURE FLEXIBILITY- VISION OR MISSION STATEMENT You can choose one phrase for your signature: 1. Educate. Engage. Enrich 2. We will be full partners in the student learning experience 3. Educate students. Engage the community. Enrich the Northwestern experience.
LOGOS AND SOCIAL MEDIA ICONS All signature versions of departmental logos will be availble for download on the Student Affairs Marketing website, bit.ly/SAMDivisionLogos If you would like to include social media icons please contact Student Affairs Marketing via SAM request form for set up.
NORTHWESTERN DIVISION OF STUDENT AFFAIRS BRAND BOOK
TEMPORARY LOGOS (2014-15)
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As the Division of Student Affairs, along with the entire Northwestern community, waits for Global Marketing’s new branding guidelines, Student Affairs Marketing has created temporary word marks to be used during the 2014-15 school year. A word mark is defined as “uniquely styled text logos that spell out the company or brand name. Many times, custom fonts are created specifically for brands to use across all their marketing and branding collateral.”* Student Affairs Marketing purposely created simple word marks without any images or symbols so they could easily fit on a number of different advertisements, promotional items, and other branded collateral. *Source: www.nodinx.com/5-basic-types-of-logos/ Internal Version
SAM MARKETING
STUDENT AFFAIRS
External Version
SAM NORTHWESTERN UNIVERSITY
STUDENT AFFAIRS MARKETING
INCORRECT LOGO USE
SAM Stacked Version
STUDENT AFFAIRS MARKETING
NORTHWESTERN UNIVERSITY
Although the Student Affairs temporary logos do not incorporate the Northwestern Seal, Northwestern “N,” or athletic “N-cat,” please be aware of the following rules regarding the Northwestern brand. • Do not remove the seal from “Northwestern University.” These two elements must always appear together, centered. • Do not use “NU” in your logo unless it is using the Northwestern “N” and a corresponding “U” in the same type face (Source: Northwestern Licensing). • If you do use the Northwestern “N,” we recommend you do not have “U” after it. For more on University logo and branding guidelines, visit www.northwestern.edu/univ-relations/identity-system/. For more on Northwestern licensing, visit www.northwestern. edu/uservices/printing_trademark/trademark_licensing/index.html
The seal cannot be separated from “Northwestern University” “NU” can not be used in plain text, Northwestern Licensing states it must be the “N” logo
NU NORTHWESTERN UNIVERSITY
STUDENT AUXILIARY SERVICES
DIVISION OF STUDENT AFFAIRS
NORTHWESTERN UNIVERSITY
NORTHWESTERN DIVISION OF STUDENT AFFAIRS BRAND BOOK
DIVISION OF
STUDENT
AFFAIRS
NORTHWESTERN UNIVERSITY
BRAND
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