CAMPAIGN STYLE REFERENCE
Grand Rapids, Michigan WHAT MATTERS CAMPAIGN REFERENCE: 2016
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TABLE OF CONTENTS
The “What Matters” campaign recognizes that students are more than a degree. More than a sport. More than a club. More than a job. They’re a story. This campaign invites them to come build their at some place truly extraordinary. Messaging . . . . . . . . . . . . . . . . . . . . . . . 3
The Cornerstone Canvas. . . . . . . . . . 11
Editorial Guidelines. . . . . . . . . . . . . . . 4
Typography . . . . . . . . . . . . . . . . . . . . . 12
Photography . . . . . . . . . . . . . . . . . . . . . 7
Sample Work. . . . . . . . . . . . . . . . . . . . 15
Colors. . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Identity Standards Quick Reference. . . . . . . . . . . . . . . . . 16
Design Elements. . . . . . . . . . . . . . . . . . 9
Marketing Staff. . . . . . . . . . . . . . . . . . 17
WHAT MATTERS CAMPAIGN REFERENCE: 2016
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MESSAGING HEADLINES
Headlines are intended to be powerful and poignant two-word combinations that directly name the differentiators of Cornerstone and its students. The second of those words should always be “Matter” or “Matters.” With rare exception, “Your” can be added to make a headline more personal or to signal a direct call to action. §§ FAITH MATTERS §§ ACADEMICS MATTER §§ TEAM MATTERS §§ INNOVATION MATTERS §§ BALANCE MATTERS §§ FLEXIBILITY MATTERS §§ LEADERSHIP MATTERS §§ YOUR FUTURE MATTERS §§ YOUR PEOPLE MATTER
The tone of the “What Matters” campaign is highly inspirational, direct and student-focused. It identifies core values that will resonate with target markets and allows those phrases to drive all collateral with content and imagery.
SUBLINES
For the “What Matters” campaign, sublines are audience specific. Undergraduate lines are highly emotional, descriptive and personal—employing second- and first-person pronouns. This approach is designed to inspire students and to foster an understanding that Cornerstone knows and cares about them individually. Professional and graduate sublines are more factual. While they maintain an active and hopeful voice, they are less geared on a personal experience and more focused on the promise of expertise that Cornerstone provides. This focus positions Cornerstone as an authority and expert and instills confidence in prospective students.
UNDERGRADUATE SUBLINES §§ SOME BUILD A DEGREE. HERE, YOU BUILD A LIFE. §§ ENGAGE ALL OF WHO YOU ARE. §§ CONNECTIONS THAT SURPASS A FORMULA. §§ TOGETHER WE SOAR. §§ YOU ARE MORE THAN A MAJOR. PROFESSIONAL AND GRADUATE SUBLINES
SOCIAL MEDIA
For the “What Matters” campaign, we ask that you include the hashtag #WhatMattersCU or #WhatMattersGRTS. The general #CornerstoneU should also be included as well as hashtags for your division, department or group. Note: Additional information on social media policies and procedures is forthcoming from the Cornerstone University Marketing & Communications Office.
§§ ENGAGED EDUCATION PREPARING PEOPLE TO LEAD. §§ HELP IN DEVELOPING THE TRAITS HARVARD BUSINESS REVIEW VALUES IN INNOVATIVE COMPANIES. §§ PROGRAM’S DESIGNED TO SUIT PEOPLES’ SPECIFIC NEEDS. §§ EVERY CARE TAKEN TO ENSURE SUCCESS. §§ PRACTICAL WISDOM EQUIPPING PEOPLE TO ADVANCE.
WHAT MATTERS CAMPAIGN REFERENCE: 2016
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EDITORIAL GUIDELINES THE “CORNERSTONE UNIVERSITY” NAME
“Cornerstone University” is the official name for our organization and should be referred to as such in first reference in all publications. In second reference, “Cornerstone,” “the university” or “CU” is acceptable. The word “university” does not need to be capitalized when used by itself but must always be capitalized when following Cornerstone. (The president announced that the university had received a grant. or The president announced that Cornerstone University had received a grant.) The distinct academic silos that fall under the “Cornerstone University” umbrella should be listed as follows: §§ Traditional undergraduate: Cornerstone University or CU §§ Professional & Graduate Studies program or PGS program §§ Grand Rapids Theological Seminary or GRTS §§ Asia Biblical Theological Seminary or ABTS
The marketing and communications office has adopted guidelines set in The Associated Press Stylebook and Libel Manual, otherwise known as “AP style.” The following information provides a quick reference to help with commonly used terms as well as Cornerstone Universityspecific exceptions. We encourage employment of these guidelines in all communications from the university.
ACADEMIC TERMS
academic divisions (traditional undergraduate) –
academic degrees – An apostrophe is used for bachelor’s degree and master’s degree. No apostrophe is used when naming the degree with field.
§§ Bible, Religion & Ministry Division
§§ For full names of degrees use upper case with a specific degree. Ex: Master of Science, Bachelor of Arts. (He will receive a Master of Science degree from Cornerstone University.) §§ Abbreviate degrees with periods and without spaces: B.A.; M.S.; Ph.D; M.B.A.; Ed.D.; J.D.; M.D., etc.
§§ Business Division §§ Communication & Media Division §§ Music Division §§ Social Science Division §§ Humanities Division §§ Kinesiology, Science & Mathematics Division
§§ Spell out: associate degree; baccalaureate degree, bachelor’s degree; master’s degree; doctoral degree, doctorate, bachelor of arts, master of science, doctor of philosophy. §§ For the plural of B.A., M.A., Ph.D., and other abbreviations with periods, use B.A.’s; M.A’s; Ph.D.’s, etc.
§§ Teacher Education Division
academic disciplines — Do not capitalize academic disciplines for use after a degree or informally.
§§ alumna – refers to a singular female
§§ General: John earned his Master of Arts degree with a specialization in communication arts.
§§ graduation years – Degree earned and graduation years of alumni should be listed in news stories and press releases. (Caroline Cahoon (B.A. ’03)). For alumni with both undergraduate and graduate degrees from CU, both degrees and graduation dates are listed: (Bat Man (B.A. ’01, M.Div. ’04) or Spider Man (B.S. ’85, M.A. ’02)).
§§ Informal: John is taking some biology classes this spring. §§ Formal: The Music Division requires an audition for entrance and scholarships. academic year — When citing an academic year always use the abbreviated form for the second year unless the second year is in a different century (the 2001-02 academic year; or the 1999-2000 Artists Series)
adviser vs. advisor – Always spell with an “e.” alumni – §§ alumnus – refers to a singular male §§ alumni – refers to a group of men or women
course names – Should be capitalized course work – Two words.
WHAT MATTERS CAMPAIGN REFERENCE: 2016
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EDITORIAL GUIDELINES (CONTINUED) faculty –
STUDENT LIFE TERMS
GENERAL STYLE RULES
§§ Faculty: instructor [in], assistant professor [of], associate professor [of], professor [of]
Athletics Director – Use the plural “athletics” for the title
addresses – Use the abbreviations for avenue (Ave.), road (Rd.), boulevard (Blvd.) and street (St.) only with numbered addresses. Always use figures for an address number.
§§ professor – lower case in all uses. §§ Emeriti: an honor bestowed on retired faculty members which allows them to contintue to carry their academic titles. Not bestowed on all retired faculty and therefore not a synonym for retired. fieldwork, homework – One word. grade-point average – Hyphenate “grade-point.” No capital letters. Use G.P.A. on second reference. plural vs singular usage of words – The following are acceptable singular and plural usages for commonly used words: singular
plural
alumnus (male)
alumni (use when at least one male is in the group)
alumna (female)
alumnae
emeritus (male)
emeriti (use when at least one male is in the group)
emerita (female)
emeritae
freshman (male or female)
freshmen (male or female)
curriculum
curricula
disabled, handicapped, impaired – avoid “disabled” or “handicapped.” If necessary, use the phrase “person with a disability.” dorm/residence hall – “residence hall” is preferred Golden Eagle(s) – Singular when used as an adjective; plural when used as a noun.
§§ Without the numbered address: Cornerstone University is located on E. Beltline Avenue. §§ With the numbered address: The address for Cornerstone University is 1001 E. Beltline Ave.
minority vs. multicultural – “multicultural” is preferred.
ages — Spell out ages under 10 years old. Ages used as adjectives before a noun are hyphenated. Ages 10 years and above should use the digits.
resident assistant – RA can be used on second reference. The same for resident director/RD.
§§ Under 10 years old: Layne’s daughter, Layla, is five years old. Layne has a eight-year-old daughter, Layla.
theatre – Use this spelling when referring to CU Theatre. Capitalize in cases such as “Cornerstone University Theatre presents...;” uncapitalize when referring to participation in CU theatre events.
COMMON CU ACRONYMS In all instances, the full name should be listed on first reference. The acronym is acceptable on second reference. §§ ABTS – Asia Baptist Theological Seminary §§ CAMS – Center for Academic and Media Services §§ CELT – Center for Excellence in Learning and Teaching §§ CUF – Cornerstone University facilitator (Terra Firma) §§ GO – Global Opportunities §§ ICCE – Institute for Christianity and Cultural Engagement
§§ 10 years old and above: The student, who is 21 years old, enrolled in a freshman-level course. The 21-year-old student enrolled in a freshman-level course. ampersand (&) – Spell out the word “and” unless the ampersand is part of a proper name (art and design, Borders Books & Music). campuswide, nationwide – One word chairperson – Use the words “chair” or “chairperson.” Avoid using gender distinctions (chairwoman or chairman). comma usage – Do not set off Jr., Sr., Inc. and Ltd. with commas (Meijer Foundation Inc. will award the $500 scholarship). Commas at the end of a statement or sentence should be placed inside quotation marks. (“Cornerstone University is the best school in the country,” Davis said.) §§ Do not put the comma before the conjunction in a simple series (The flag is red, white and blue.) §§ Use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction.
WHAT MATTERS CAMPAIGN REFERENCE: 2016
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EDITORIAL GUIDELINES (CONTINUED) composition titles – Use quotation marks around the titles of books, anthologies, songs, movies, plays, operas, television programs, lectures, speeches and works of art. Do not use quotation marks with reference works, e.g., Encyclopedia Britannica, or around names of magazines, newspapers or professional journals. § Exception: Long lists of play titles are typically included in theatre production programs. For these programs, play titles are italicized to make the appearace cleaner. dates – For specific dates, abbreviate the month. Spell out the month when cited without a date or when only the year is listed. Theres is no comma between the month and year. § Jan., Feb., Aug., Sept., Oct., Nov. and Dec. (Jan. 27, 2016) § January 2016 job titles – If a faculty or staff member has a doctorate it is appropriate to use “Dr.” before the name, followed by the appropriate title (Dr. Jane Doe, associate professor of foreign languages). To ensure accuracy, check with Human Resources to see that the proper title is applied (professor, associate professor, assistant professor, senior lecturer, lecturer, etc.). § All titles are capitalized when used prior to the name (Associate Professor of Business, William Cole, Ph.D.) § The titles of chancellor, dean and provost should be capitalized only before a name (Chancellor Wilbert Welch or Wilbert Welch, chancellor of Cornerstone University). § The following formal titles are capitalized and abbreviated as shown when used before a name: Dr., Gov., Lt. Gov., Rep. and Sen. § Internal titles (such as a board of trustee) are not capitalized when used as a noun or after the name. (Jack Black, a Cornerstone trustee, welcomed the students.) Capitalization should be used when the word is used in front of a specific name. (Trustee Jack Black welcomed the students.) § Administrative titles: • President of... • Executive Vice President for... • Vice President for...
• • • • • • •
Associate Vice President for... Associate Provost for... Dean of... Associate Dean of... Director of... Associate Director of... Assistant Director of...
legal disclaimer – The official legal disclaimer of the university should be used on any publication that is inviting a person to participate in a program in which there could potentially be discrimination. Typically, this includes recruitement publications or high-profile pieces. Internal pieces, concerts, event programs, do not need to include the legal disclaimer. The official disclaimer is as follows and cannot be changed or altered: Cornerstone University does not discriminate on the basis of race, national origin, sex, age or disability in its policies and programs. money – Only include the dollar amount when referring to whole dollars. Example: $30 is correct. $30.00 is incorrect. numbers – Spell out whole numbers below 10, use figures for 10 and above. (The department has 15 faculty and two administrative assistants.) § Exceptions with numbers: § Dimensions – The photograph is 6 inches by 9 inches. The sophomore is 6 feet 5. He is a 6-foot-5 sophomore. § Percentages – Only 4 percent of undergraduates do not return for their sophomore year. phone numbers – Include area code and write in following manner: 616.949.5300.
states – The state of Michigan with the city of Grand Rapids should not be used unless the publication will go outside the Midwest. With all other cities, except those mentioned under the datelines entry in the AP Stylebook, abbreviate the state name when preceded by a city. See state names entry in the AP Stylebook for abbreviations (NOTE: These are not the same used for zip codes). Examples: Mich., Calif., Ind., Mo., Ill., Fla., Okla., Tenn., N.Y., La., Ark. A comma should follows the state abbreviation when it appears in the middle of a sentence (He lived in Indianapolis, Ind., before moving to Grand Rapids.) times — From 10:30 a.m. to 1 p.m. OR 10:30 a.m. – 1 p.m. Use “noon” to refer to 12 p.m. and “midnight” to refer to “12 a.m.” Always use periods between a.m. and p.m. In text do not spell out the time (11 o’clock). university offices – When the word “services” appears in the name, do not use “office” or “department” after it. The following list provides examples of the proper way in which offices and departments should be listed. § Admissions Office § Alumni Relations § Athletics § Campus Safety § Campus Services §§ Human Resources §§ Journalism program § Miller Library § Spiritual Formation Department West Michigan – Contrary to AP style, capitalize West in reference to West Michigan.
ranges – When listing a range of numbers, use the word “to” between the numbers ($5 million to $10 million rather than $5-10 million or 5,000 to 10,000 rather than 5-10,000) senior citizen – Avoid usage of “seniors” as that often indicates a high school or college class level. “Senior citizen” should be used sparingly. It is best to indicate an age category (“...those age 62 and older...”)
WHAT MATTERS CAMPAIGN REFERENCE: 2016
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PHOTOGRAPHY The “What Matters” photo library offers a lot of diversity in subjects, featured programs, campus events and life experiences. With photography, the goal is to connect prospective students of varying ages with the aspects of education and faith that matter to them most. To that end, this campaign utilizes original photography of students and professors engaged in the best of what Cornerstone has to offer. The varied angles, perspectives and uses of light help portray these features in striking ways that will catch audiences’ attention and invite them to consider Cornerstone from a fresh perspective. When selecting photography, remember that asymmetry, dramatic perspective and uncommon angles of subjects are more engaging and candid. Avoid centered subjects; people looking directly into the camera and lots of empty or dead space. Likewise, avoid flat, under or over exposed images, and instead pursue contrast and saturation that responds to the Cornerstone grid in intriguing ways. Above all, pursue authentic imagery that aligns well with the Cornerstone story.
FOR WEB USE:
Banner images for web pages should feature What Matters campaign photography. Exceptions may include pages created for affinity groups or that benefit from candid or vintage photography options given the nature of the audience and direction of the text. Photographs utilized should be high resolution and size according to the dimensions provided in the Web Editors shared folder accessible via Google Drive; in addition, please save your sized, edited images for web usage. For photograph requests or assistance with sizing images, please log a Markie project for web.
PHOTO REQUESTS For access to a photo or to see the existing library submit a request in Markie or schedule a time to review photos with Caroline Cahoon and the Cornerstone University Marketing & Communications Office. 616.222.1421
WHAT MATTERS CAMPAIGN REFERENCE: 2016
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COLORS PRIMARY COLORS
Cornerstone’s primary brand colors are Navy (PMS 2767) and Gold (PMS Metallic 8960). One of the most important brand touchpoints, these colors should be woven through every Cornerstone piece with discretion. An alternate gold (PMS 1245 coated) is primarily intended for use on the web and is to be used sparingly on print publications at the discretion of the Marketing & Communications office.
PMS: 2767 C:100 M:78 Y:0 K:54 R:0 G:36 B:93 #162b48
SECONDARY COLOR
In addition to the primary colors, each Cornerstone branch has a prominent secondary color to be featured in pieces unique to that aspect of the institution: TUG Blue | Online Sage | Seminary Cerulean | PGS Slate Each of these shades enlivens Cornerstone’s primary color palette while maintaining brand consistency. For the “What Matters” campaign, these secondary colors should be used for their branch in conjunction and proportion to the primary colors. Due to some program overlap between PGS and Online courses, those colors may appear together in a piece; however, the Online Sage should only be used on pages specifically discussing online programming.
ACCENT COLORS
To enhance the primary and secondary colors and ensure they really pop, Cornerstone has approved two tan shades to be used throughout various print collateral and online. Each shade can be chosen according to a designer’s discretion and the best complementary palette for the other colors in use on that spread.
COLORS FOR DIGITAL COMMUNICATION
CU METALLIC GOLD
PMS Metallic: 8960 C:0 M:42 Y:100 K:29 R:150 G:110 B:50 #966e32
CU WEB GOLD
(Alt. gold for web use. Restricted use on print publications.)
PMS Coated: 1245 C:6 M:35 Y:99 K:19 R:198 G:146 B:20 #c69214
TUG BLUE
ONLINE SAGE
GRTS CERULEAN
PGS SLATE
C:42 M:8 Y:0 K:0 R:140 G:199 B:237 #8cc7ed
C:62 M:24 Y:46 K:0 R:107 G:159 B:147 #6b9f93
C:100 M:54 Y:13 K:20 R:0 G:90 B:140 #005a8c
C:0 M:0 Y:0 K:70 R:109 G:110 B:113 #6d6e71
C:11 M:2 Y:0 K:0 R:223 G:237 B:249 #dfedf9
C:29 M:10 Y:21 K:0 R:182 G:204 B:199 #b6ccc7
C:42 M:18 Y:16 K:0 R:149 G:182 B:198 #95b6c4
C:0 M:0 Y:0 K:20 R:209 G:211 B:212 #d1d3d4
C:9 M:10 Y:29 K:0 R:232 G:220 B:186 #e8dcba
C:4 M:5 Y:13 K:0 R:242 G:236 B:220 #f2ecdc
When creating communication that will be delivered electronically (email, electronic newsletter, etc.) we encourage you to utilize the colors shown at right. The colors used specifically for type within the website have been pre-determined for a consistent user experience.
WHAT MATTERS CAMPAIGN REFERENCE: 2016
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DESIGN ELEMENTS THE CORNERSTONE GRID
A core graphic element for the “What Matters� campaign is the subtle replication of the Cornerstone grid. Whether used at 100% opacity for covers and billboards or softened to around 70% opacity to enhance a photo, the grid highlights the many values, strengths and stories that intersect at Cornerstone University, as well as the strong foundation upon which the University is built: Christ.
PGS
GRTS
ONLINE
TUG
The grid exists at several sizes, sometimes zoomed in close on a few squares, sometimes pulled out far to reflect a kind of mosaic. The level of zoom for varying pieces is left to the discretion of the designer. That said, all design choices must be approved by the Cornerstone Marketing Department. See page 10 for examples of how the grid is being utilized in CU publications.
PAPER
For this campaign, Cougar Super Smooth is used for all print material. The CU Print Shop keeps this paper in stock for promotional pieces printed on campus. This paper should be used for all print materials that will be distributed to prospective students of TUG, GRTS or PGS.
WHAT MATTERS CAMPAIGN REFERENCE: 2016
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DESIGN ELEMENTS (EXAMPLES OF GRID USAGE)
BOTTOM 1/4-1/3 OF PAGE Best used under a large photo in multipage/ panel booklets and brochures. Includes a mixture of photos and campaign colors.
FULL PAGE Best used on the back cover of publications or the background of ads without photos. Should not overlay a photo.
RANDOMIZED SQUARES Utilized for the cover or headline photo on all publications. Can also be used to break up white space on interior text pages. Can be one color or two color, depending on readability with the photo. Transparency generally set 30-70%. Placed in nonadjacent corners of photos and pages. It works best to include an odd number of squares. Avoid blocking the main subject of the photo. Avoid blocks of 4 aligned squares. Does not need to be used on photos that are above a bottom third grid (see example left).
LARGE GRID PATTER WITH PHOTOS OR TEXT Utilized on publications without space for a large header photo. Can include a mixture of squares in campaign colors, and photos and/or text within the grid pattern.
WHAT MATTERS CAMPAIGN REFERENCE: 2016
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THE CORNERSTONE CANVAS The key visual differentiator for this campaign is the canvas used to capture students and professors and to help reveal what matters most to them. The canvas not only incorporates the Cornerstone grid, but also provides a visual representation of the highly personal ethos of Cornerstone: every person has a unique story to tell of their time here. Canvas shots are intended to be full body, providing a sense of context and place and inviting prospective students to picture themselves in a similar situation. For use of one of the Cornerstone canvases, please contact Caroline Cahoon and the Cornerstone University Marketing & Communications Office 616.222.1421.
WHAT MATTERS CAMPAIGN REFERENCE: 2016
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TYPOGRAPHY BRANDON GROTESQUE
To maintain a clean and cohesive campaign on all fronts, copy should always align with standard typefaces for Cornerstone University. The typeface for the “What Matters” campaign is Brandon Grotesque, a sans serif font inspired by font designs of the 1920s that provides versatility between web and print. The typeface is designed to exhibit a warm friendliness that invites people to connect with Cornerstone while maintaining a professionalism that communicates legitimacy and elicits respect. Both the thin and the black weights of the Brandon Grotesque family serve well for display sizes and headlines. The light, regular and medium weights are well suited to longer texts—sublines, body copy and call-out texts.
USES The following weights have been adopted for standard use in all Cornerstone University collateral. For consistency, it is STRONGLY recommended all pieces adhere to these guidelines. See example on the following page.
BRANDON GROTESQUE BLACK abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ BRANDON GROTESQUE BOLD abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
SECONDARY FONTS
You do not need to purchase the Brandon Grotesque font family for memos, letters and internal publications that are printed on a campus printer. The following fonts are acceptable alternatives:
CU NAVY §§ PALATINO
§§ ARIAL BLACK (headlines) §§ ARIAL NARROW ITALIC (subheadlines)
BRANDON GROTESQUE MEDIUM abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
§§ ARIAL BOLD (highlighted paragraphs)
BRANDON GROTESQUE REGULAR abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
For electronic communication including emails, electronic newsletters and documents that will be shared electronically, please utilize the secondary fonts listed above.
BRANDON GROTESQUE LIGHT abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
For additional support with the creation of these documents, please contact the Cornerstone University Marketing & Communications Office at 616.222.1421 or marketing@cornerstone.edu
§§ ARIAL REGULAR (body copy)
FONTS FOR E-COMMUNICATION
BRANDON GROTESQUE LIGHT ITALIC abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ WHAT MATTERS CAMPAIGN REFERENCE: 2016
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TYPOGRAPHY CONTINUED: PRINT SPECIFICS Headline : Brandon Grotesque Black all caps
Sub Headline : Brandon Grotesque Light Italic all caps
Highlighted Paragraphs : Brandon Grotesque Bold
COMMUNITY MATTERS YOU ARE MORE THAN A MAJOR. More than a sport. More than a club. You’re a story. At Cornerstone, building your story is going to shape everything you do. Here, we believe in seeking more out of life built upon the foundation of Jesus Christ. We believe each of us can build a life that matters. Join our community and build yours.
1pt divider lines Paragraph Header : Brandon Grotesque Bold all caps
Body Copy: Brandon Grotesque Regular Bulleted Lists: Square bullets with 1/8” (.125”) between bullet and copy
EXPERIENCE MORE IN YOUR HALL
The resident directors at each of the eight dorms build a strong sense of community and support on campus. With both suite and community style halls, dorms are outfitted for your comfort: WiFi, kitchens, student lounges and laundry facilities make it easy to feel at home and connected in your space.
ENJOY MORE ON CAMPUS
The right side of paragraphs can be set at an angle.
With nearly 1,400 passionate young adults from around the globe, Cornerstone students know how to make an impact but also how to have a good time with annual traditions such as: §§ Mudbowl §§ Mock Rock §§ Late Night Breakfasts If bulleted text wraps to a second line, text should line up with left edge of copy rather than bullet. WHAT MATTERS CAMPAIGN REFERENCE: 2016
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TYPOGRAPHY CONTINUED: WEB SPECIFICS H1: Brandon Grotesque Black all caps
Highlighted Paragraphs : Brandon Grotesque Bold
FOR A VISUAL REFERENCE OF THE HIERARCHY TO FOLLOW WHEN FORMATTING WEB CONTENT, SEE CORNERSTONE-WEBSTYLE-GUIDE.WEBFLOW.IO.
Body Copy: Brandon Grotesque Regular
H2: Brandon Grotesque Bold all caps
H3: Brandon Grotesque Bold all caps
Body Copy: Brandon Grotesque Regular
H4: Brandon Grotesque Bold all caps
WHAT MATTERS CAMPAIGN REFERENCE: 2016
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SAMPLE WORK
The following serves as a baseline for all digital and print design in the “What Matters” campaign. Future pieces should be informed by the style, tone and design choices made in these flagship pieces.
Grand Rapids, Michigan
FAMILY
MATTERS SIBLING’S WEEKEND AT CORNERSTONE UNIVERSITY
WHAT MATTERS CAMPAIGN REFERENCE: 2016
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IDENTITY STANDARDS QUICK REFERENCE FULL COLOR LOGO
Cornerstone Universty’s logo is our primary brand identifier and is for use in all areas of the university when communicating to internal and external audiences. The logo must be reproduced from official artwork. For complete quidelines, please visit cornerstone.edu/identity-standards. If you have questions, please contact the marketing and communications office at 616.222.1421.
GENERAL LOGO GUIDELINES
Our name encompasses the following entities: traditional undergraduate programs, Cornerstone University Radio (WCSG, WCFG, MNN), Professional & Graduate Studies program, Grand Rapids Theological Seminary and Asia Biblical Theological Seminary
§§ Dropping the words “University,” “Theological Seminary” or “Professional & Graduate Studies.”
BRAND TAGLINE: Build A Life That Matters OUR IDENTITY: WHO WE ARE Cornerstone is a Christ-centered university with a passion for global influence through the transforming power of the gospel.
REGISTERED TRADEMARK
§§ Using the Cornerstone University, GRTS, PGS or Golden Eagle signatures as stand alone elements.
OUR MISSION: WHY WE EXIST We exist to empower men and women to excel as influencers in our world for Christ by offering a student-focused learning community where Jesus Christ is central.
TAGLINE
§§ Altering the cube symbol in any way
OUR VISION: WHAT WE ASPIRE TO We aspire to create a thriving community of fully devoted followers of Jesus in a spiritually contagious, academically excellent, richly resourced and culturally diverse learning environment that attracts outstanding students, faculty and staff who influence our world for Christ, his church and his kingdom.
Should be used whenever possible. Only Cornerstone University’s official colors can be used when implementing the logo in full color.
CUBE SYMBOL
SIGNATURE
§§ Varying from the official color scheme
ONE COLOR LOGO
The following are the only acceptable one color versions of the Cornerstone University Logo:
§§ Using the logo within text §§ Condensing, expanding or distorting logos beyond their original proportions. §§ Recreating the artwork, letter forms, spacing or styling. §§ Rearranging the elements in the logo in any way.
CU BLUE (PMS 2757)
BLACK
CU GOLD (PMS 8960)
WHITE
BRAND NAME: Cornerstone University
Proper usage of all Cornerstone University brand logos is essential to the brand. The following are common misuses of the logo and must be avoided at all costs:
§§ Applying texture or screen tints to the logo.
BRAND PERSONA: Followers of Jesus BRAND IDEA: A Life That Matters
KEY TALKING POINTS: 1. Jesus Matters: Cornerstone University values a spiritually contagious environment. As followers of Jesus, our staff, faculty and students are committed to creating an environment where students can thrive in their personal relationship with God. 2. Academics Matter: Cornerstone University values academic excellence in its programs and activities. We offer a student-focused learning community that values excellence in education. Our outstanding students, faculty and staff are equipped to excel in their fields of study and be influencers for Christ in a variety of vocations.
§§ Placing the logo on a background that impedes its readability.
3. Resources Matter: Cornerstone University values an environment that is richly resourced both for our students, staff and faculty and for the West Michigan and global communities we influence.
§§ Mixing elements of the various official logos (i.e. – Replacing the cube with the golden eagle, etc.)
4. Community Matters: Cornerstone University values cultural diversity in our environment, activities and programs.We seek to provide cultural awareness in all of our programs to instill in our students a passion for global influence and cultural engagement.
§§ Using a scan or other poor quality reproduction
WHAT MATTERS CAMPAIGN REFERENCE: 2016
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THE MARKETING TEAM LAYNE FULLER, DIRECTOR OF MARKETING Marketing strategy, big-picture thoughts, digital content Email: layne .fuller@cornerstone .edu Phone: ext . 1277
CAROLINE CAHOON, ART DIRECTOR Graphic design, paper, signage Email: caroline .cahoon@cornerstone .edu Phone: ext . 1971
KRISTINA GARVELINK, DIGITAL CONTENT MANAGER Website, digital content Email: kristina .garvelink@cornerstone .edu Phone: ext . 1302
NEED SOMETHING NEW AND AWESOME? START HERE: CORNERSTONE.EDU SEARCH KEY WORD “PROJECT REQUEST” BASECAMP
Our new project communications portal. Once kicked off, all project communication will happen on Basecamp. To login, visit www.cornerstone.basecamp.com.
VALERIE PROBST, EVENTS COORDINATOR Building/room requests, visual/room aesthetics Email: valerie .probst@cornerstone .edu Phone: 616 .977 .5433
CHRISTIE THOMPSON Project management, print expert Email: christie .thompson@cornerstone .edu
WHAT MATTERS CAMPAIGN REFERENCE: 2016
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1001 E. Beltline Ave NE Grand Rapids, Mich. 49525 616.949.5300 www.cornerstone.edu
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