INTRODUCTION

Brand & Identity Standards

The TJC brand is the centerpiece of our visual identity. Brand integrity means making sure every message we put forth — both internal and external – aligns with our brand experience and values.

Branding extends beyond the visual, affecting how TJC is perceived by all our audiences; potential and current students, alumni, employees and the community.

Marketing efforts and communications should feature consistent themes and facts that stand for our institution’s mission, vision and values. It is important to express ourselves in a professional manner and our Brand & Identity Standards help ensure the consistency of the visual identity of our institution.

Each of us is a steward of the TJC brand. By understanding our brand personality and consistently adhering to the Brand & Identity Standards — as well as the way communicate — we strengthen our brand positioning.

Our brand is associated with our name, logo, distinctive colors and design elements that appear with them.

Vision, Mission and Core Values

Our Vision:

Educating everyone — the path to a better world.

Our Mission:

The College champions student and community success by providing a caring, comprehensive experience through educational excellence, stellar service, innovative programming and authentic partnerships.

TJC’s core values guide the direction of the College and the decisions made on a daily basis.

Unity: Coming together for a shared purpose to achieve a common goal

Caring: Combining empathy and action to show a generosity of spirit

Integrity: Applying principles of transparency, accountability, authenticity and respect to every interaction

Empowering: Investing in others by providing the means to achieve success through development and self-actualization

Excellence: Achieving distinction by proactively identifying opportunities and continually raising the bar

Using This Manual

This manual has been prepared to safeguard the integrity of the TJC brand and visual identity through the consistent use of its logos, type fonts and color palette. Please read this manual and adhere to the guidelines. Included are specific illustrations, diagrams and examples of the correct and approved ways to use all institutional logos and word marks.

Obtaining the Logos

Low-resolution logos are available for download to employees at TJC.edu/Marketing/Downloads or upon request. For further information, please contact TJC Marketing at 903-510-3163.

TJC licenses the use of its logos through CLC Learfield | IMG College. Only licensed vendors are allowed to reproduce the TJC logos. Vendors producing TJC products should obtain logos from our licensing partner, CLC Learfield | IMG College.

Reproducing the Logos

TJC institutional logos and wordmarks are comprised of customized graphics and type. The College requires that highresolution digital files or camera-ready art be used for all forms of reproduction. Any attempt to recreate the art, type or spacing and styling of a logo could result in inconsistencies in reproduction, which would compromise the integrity of the logo.

Individual campus entities or departments MAY NOT design their own logos, wordmarks, signatures or print pieces outside of the parameters provided in the TJC Brand & Identity Standards.

Standards for Specialty and Promotional Items

Apparel and all textile printing of the institutional logos and wordmarks must be produced by a licensed vendor. The licensed vendor list is updated monthly and located at: TJC.edu/Marketing/Downloads

Ink and thread colors must adhere to institutional color specifications. If the PMS equivalent of ink or thread is not available, or if the selection of fabric colors are limited, it is recommended to print or stitch in a single color. Make sure there is sufficient contrast between the printing or stitching and the fabric background.

Using Outside Vendors

All merchandise bearing the name or variations of the TJC institutional logos and wordmarks must be purchased through a licensed vendor and approved through licensing.

Licensed vendors have access to:

• A copy of this TJC Brand & Identity Standards Manual

• All logos through CLC Learfield | IMG College

• Appropriate PANTONE/CMYK/RGB/HEX color configurations. Before your items are produced, be sure to ask for a proof of the artwork layout. This important step enables you to make sure that all identity standards are being met.