Morehead State Brand Guidelines by Morehead State University

BRAND GUIDELINES

Why we serve

Why we have a brand message

Why our message is “SOAR Higher.”

Why our message reflects our mission

SOAR Higher.

Why we offer brand pillars of proof

Academic Excellence

Community of Support

Value and Affordability

Accessibility and Attainability

Key Messaging

Brand Guidelines

Fonts Colors

Logo Use

Key Qualities of Photography & Advertisements

WHY WE SERVE Morehead State University has served generations of students and families through education to improve their lives, careers and communities. Our continued purpose is to provide students with personal support and offer the best value. Our faculty and staff are committed to fulfilling this brand promise and taking pride in who and where we are. Morehead State combines excellent academic programs with student support for educational and career success. At Morehead State, you will learn the skills and earn the experience you need for a successful career.

WHY WE HAVE A BRAND MESSAGE We’ve developed a strong brand message to make our purpose and achievements better known. Our message needs to reach students and their families. It needs to remind our employees, alumni and friends about the profound effect Morehead State has on the lives of those in our region and beyond. Our brand is more than a logo or a tagline. The MSU brand is how we work daily to tell our story. When we communicate the MSU story and our visual identity is consistent, we increase the awareness of our institution and attract more students who will find success at Morehead State.

WHY OUR MESSAGE IS “SOAR Higher.” These two words are more than Morehead State’s brand tagline. They convey an invitation and a promise for students to not just soar, but soar higher. We invite students to find their purpose and achieve it through our quality academic programs and personalized support. That is our purpose as a school and it’s our promise to everyone considering Morehead State. Our brand campaign focuses on MSU’s commitment to the campus community that values inclusion and safety so students can develop personally and academically.

WHY OUR MESSAGE REFLECTS OUR MISSION Our stories have an authentic, genuine tone that reflects the campus experience. We would rather let our stories speak for themselves than boast about ourselves. There is nothing pretentious in our tone of voice, but there is an abundance of well-founded pride in our purpose and mission. Those guiding principles help us tailor our message to our audiences – from prospective students to generous donors – in the most effective, compelling way.

SOAR Higher reinforces our commitment to student success by reminding students that Morehead State will challenge and support them as they pursue their own paths to success.

WHY WE OFFER BRAND PILLARS Every brand needs proof statements that are simple, clear and true. MSU’s Brand Pillars are based on information about why we are here, where we excel and how we can provide more value to our students in the future.

ACADEMIC EXCELLENCE Morehead State provides excellent academic programs with strong outcomes, experiential education and high-impact practices for our region and beyond.

COMMUNITY OF SUCCESS Morehead State provides student success programs; faculty and staff that are accessible, supportive and challenging; and a campus community that values inclusion and safety.

VALUE & AFFORDABILITY Morehead State is committed to offering the best value for students through financial aid and scholarships.

ACCESSIBILITY & ATTAINABILITY Morehead State University’s academic programs and courses are offered on a residential campus, regional campuses and online.

KEY MESSAGING We support our brand promise through … • Excellent academic programs with strong outcomes – pre-med, pre-vet, space science, imaging science, applied engineering, business, education, nursing, music and art/graphic design; undergraduate research, internships, education abroad, service learning and STEM-X. • Student success programs that empower all students to achieve their academic and personal goals. • Faculty and staff who are dedicated to student success – accessible, supportive, challenging. • A campus community that values inclusion and safety so students can develop personally and academically. • Providing experiential educational opportunities that enhance skill development and career preparation. • A commitment to the students and families in our region and community.

BRAND GUIDELINES

FONTS

The headline font, Garet, was chosen because it is versatile and denotes strength, stability and movement. Headline Font Garet Extra Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+:”<>? Sub Headline Font Garet Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+:”<>? Copy Font Univers 57 Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+:”<>?

SOAR Higher. Tagline should have a period and be used as logo text. Tagline can be used in conversational language, quotes and other copy, but does not have to be included in everything and should not be overused or forced into copy. “SOAR” should only be in all caps and italics in the logo text – not in quotes, headlines or other copy.

COLORS

For body copy on a white background

C: 63 M: 63 M: 62 K:57

PMS 116

PMS 300

PMS 286

#343434

#FFCF00

#005EB8

#0033A0

ACCENT COLOR

PRIMARY COLOR

LOGOS ARE IMPORTANT FOR

CONSISTENT MESSAGING Consistency = awareness. It’s a common misconception that a logo is a brand. A logo is not a brand. A brand is not a logo. A brand is the feeling you get when you see a logo.

Contact the Office of Communications & Marketing with questions or to request use of the logo at www.moreheadstate.edu/ocm.

UNIVERSITY MARKS MOREHDST-00034

MOREHDST-00035

MOREHDST-00036

MOREHDST-00037

MOREHDST-00038

MOREHDST-00046

MOREHDST-00044

MOREHDST-00045

MOREHDST-00043

MOREHDST-00050

MOREHDST-00049

MOREHDST-00048

MOREHDST-00047

MOREHDST-00060

MOREHDST-00061

DEPARTMENT OR OFFICE EXAMPLE:

MOREHEAD STATE UNIVERSITY MOREHDST-00062

If the verbiage “Morehead State” or “Morehead State University” is used, it should be Univers Condensed Bold font.

SEAL MOREHDST-00001

MSU SEAL: Use of seal is restricted for use by Office of the President.

Note: If the verbiage “Morehead State” or “Morehead State University” is used it needs to be Univers Condensed Bold font. Restriction: Use of seal is restricted for use by Office of the President.

COLOR INFORMATION

The colors shown on this page have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE Publications for accurate color. PANTONE® and other Pantone, Inc. trademarks are the property of Pantone, Inc. Portions© Pantone, Inc., 2018.

UNIVERSITY COLORS

PANTONE® COLORS

PROCESS COLORS

Morehead State Blue WORDMARKS For Morehead State Blue, use PANTONE® 286 ALUMNI ASSOCIATION

C:100% M:66% Y:0% K:2%

ALUMNI ASSOCIATION MARKS: Morehead State Yellow

Morehead State MOREHDST-00039

Black

For Morehead State Yellow, use PANTONE® 116

For Morehead MOREHDST-00040

State Black, use PANTONE® 433 MOREHDST-00041

C:0% M:16% Y:100% K:0% MOREHDST-00042

C:33% M:3% Y:0% K:95%

Reproduction of any logos or wordmarks is prohibited without the approval of Morehead State University and Learfield Licensing Partners. For licensing information, please contact Learfield Licensing Partners at (317) 669-0808. learfield.trademarxonline.com

July 2019

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PRIMARY ATHLETIC MARK MOREHDST-00059

MOREHDST-00060

MOREHDST-00061

MOREHDST-00062

ATHLETIC MARKS:

CRAFT ACADEMY FOR EXCELLENCE ACADEMY & MARKS INCRAFT SCIENCE MATHEMATICS MARKS:

PRIMARY ATHLETIC MARK

MOREHDST-00059

MOREHDST-00060

MOREHDST-00061

MOREHDST-00062

MOREHDST-00051

MOREHDST-00053

MOREHEAD STATE UNIVERSITY

MOREHEAD STATE UNIVERSITY SECONDARY ATHLETIC MARKS MOREHDST-00005

MOREHDST-00052

CRAFT ACADEMY SEAL MARKS

MOREHDST-00004

MOREHDST-00003

MOREHDST-00018

MOREHDST-00017

MOREHDST-00054

MOREHDST-00055

MOREHDST-00056

MOREHDST-00

The colors shown on this page have not been evaluated by Pantone, Inc Color Standards. Consult current PANTONE Publications for accurate co are the property of Pantone, Inc. Portions© Pantone, Inc., 2018.

COLOR INFORMATION MOREHEAD STATE UNIVERSITY UNIVERSITY COLORS

COLOR INFORMATION

UNIVERSITY COLORS Morehead MOREHDST-00009

State Blue

PANTONE® COLORS For Morehead MOREHDST-00013

State Blue, use PANTONE® 286 MOREHDST-00016

PROCESS COLORS MOREHDST-00012

Morehead State Blue

Morehead State Yellow For Morehead State Yellow, use PANTONE® 116 CRAFT ACADEMY SEAL MARKS Morehead State Black

C:100% M:66% Y:0% K:2% MOREHDST-00015

Morehead State Yellow

For Morehead State Yellow, use PANTONE® 116

C:0% M:16% Y:100% K:0%

Morehead State Black

For Morehead State Black, use PANTONE® 433

C:33% M:3% Y:0% K:95%

PANTONE® COLORS For Morehead State Blue, use PANTONE® 286 For Morehead State Black, use PANTONE® 433

MOREHDST-00054

MOREHDST-00055

MOREHDST-00056

MOREHDST-00

Reproduction of any logos or wordmarks is prohibited without the app

KENTUCKY FOLK ART CENTER MARK Morehead State University and Learfield Licensing Partners.

For licensing information, please contact Learfield Licensing Partners at (3 learfield.trademarxonline.com

July 2019

MOREHDST-00058

July 2019 MOREHDST-00011

MOREHDST-00014

MOREHDST-00010

Page 2 MOREHDST-00008

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KENTUCKY ART CENTER MARK: KENTUCKY FOLKFOLK ART CENTER MARK MOREHDST-00058

COLOR NOTE

USAGE GUIDELINES

The colors navy, red and green are not approved product colors when using any of Morehead State University’s marks. MOREHDST-00006

MOREHDST-00002

MOREHDST-00063

MOREHDST-00064

Logos should be surrounde proportional to the size of th other graphics.

MOREHDST-00065

VERBIAGE COLOR NOTE

Morehead State University™ Morehead State University Eagles™ The colors navy, red andEagle green are not approved Athletics™ product colors when using any of Morehead State Morehead State™ University’s marks.

VERBIAGE COLOR INFORMATION

COLOR INFORMATION UNIVERSITY COLORS Morehead State Blue Morehead State Yellow

PANTONE® COLORS

PROCESS COLORS

For Morehead State Blue, use PANTONE® 286

C:100% M:66% Y:0% K:2%

For Morehead State Yellow, use PANTONE® 116

C:0% M:16% Y:100% K:0%

USAGE GUIDELINES MSU™ Morehea Logos should be surrounde Eagles™

proportional to the size of th other graphics.

Morehead State University™

UNIVERSITY COLORS Morehead State UniversityPANTONE® Eagles™ COLORS

Eagle Athletics™ Morehead State Blue For Morehead State Blue, use PANTONE® 286 Morehead State™

Morehead State Yellow

For Morehead State Yellow, use PANTONE® 116

Morehead State Black

For Morehead State Black, use PANTONE® 433

MSU™ Morehea Eagles™

The following examples are executions that compromise SOAR Higher. We should strive not to modify the tagline or logo in any way, including its color, readability, or spacing. If you have questions about using the logo, visit www.moreheadstate.edu/ocm.

KEY QUALITIES Personal Up close Person is interacting with environment Person doesn’t have to be looking at the camera Short focal length - brings subject closer Natural lighting Does not look staged or posed

EXAMPLES OF

SOAR Higher.

SOAR Higher. At MSU, you’ll find excellent academic programs and a campus community committed to supporting you as an individual. You’ll learn the skills and earn the experience you need for a successful career.

WWW.MOREHEADSTATE.EDU MSU is an affirmative action, equal opportunity, educational institution.

SOAR Higher. WWW.MOREHEADSTATE.EDU WWW.MOREHEADSTATE.EDU

SOAR Higher. WWW.MOREHEADSTATE.EDU

MOREHEAD STATE UNIVERSITY

SOAR Higher.

WWW.MOREHEADSTATE.EDU

SOAR Higher. WWW.MOREHEADSTATE.EDU