Page 1

Graphic Standards Manual and Style Guide

Rev. 03/24/06


A N I N T R O D U C TO RY S TAT E M E N T

FROM THE

PRESIDENT

Consistency in the way we present our university to the public is important for a thriving institution that is growing in both quality and stature. A consistent visual identity program shapes the way key constituents view Campbell, both now and in the future. Therefore, I am delighted to present Campbell University’s Graphic Standards Manual and Style Guide. The process leading to the formal adoption of this Graphic Standards Manual and Style Guide was begun by a cross-functional committee – the Integrated Marketing Committee – representing academic, athletic, and administrative areas of the University, and it has been formally approved by the President and the Executive Cabinet. I am confident you join me in thanking our colleagues who have invested many hours in this process. The transition to the new standards set forth in this manual is to begin immediately. I fully understand there are numerous publications and projects in the pipeline and changes would be too costly. As supplies of stationary, calling cards, brochures, etc. are depleted; they should be replaced with supplies adhering to these standards. Thank you for your cooperation.

Sincerely,

Jerry M. Wallace President


TA B L E

OF

C O N T E N T S ______________________________________________________________

I NTRODUCTION ........................................................................................1 C AMPBELL U NIVERSITY ’ S W ORDMARK

AND

S EAL ...................................2

The Wordmark ..................................................................................2 The Seal.............................................................................................2 Co-branding With the Wordmark .....................................................3 S TATIONERY ..............................................................................................4

Letterhead..........................................................................................4 Envelopes .........................................................................................10 Calling Cards ...................................................................................12 Publications .....................................................................................14 O THER A PPLICATIONS ............................................................................15

Vehicles ............................................................................................15 Signage.............................................................................................15 Other ...............................................................................................15 C AMPBELL U NIVERSITY ’ S M ASCOT S TYLE G UIDE

FOR

AND

ATHLETIC L OGO ....................16

C AMPUS R EFERENCES ...............................................17

Campbell University ........................................................................17 Schools Within the University..........................................................17 E XCEPTIONS ............................................................................................18


I N T R O D U C T I O N ___________________________________________________________________________________ Campbell University is one of the nation’s largest Baptist universities of the liberal arts, sciences and professions. The University is comprised of the College of Arts and Sciences, the Lundy-Fetterman School of Business, the School of Education, the Norman Adrian Wiggins School of Law, the School of Pharmacy and the Divinity School. By many measures, Campbell rates high among its competition and provides superior service to over 8000 students. For these reasons, it is important the University project one clear image through a coordinated identification program. A coordinated graphics look has a cumulative impact on various audiences and highlights the fact that Campbell University is a multifaceted, yet unified organization. The objectives of an integrated style are: • to achieve a unified look producing a higher awareness of the University and a clearer understanding of its many functions among key audiences; • to form a more favorable and accurate impression of the University; • to project the progressive nature of the University while maintaining its traditional academic stature; • and, to improve efficiency and reduce the cost of communications. To achieve a consistent impression, many institutions use a logo or wordmark (words used as a logo). A logo or wordmark provides a strong, distinctive and versatile graphic symbol unique to the institution. A wordmark was chosen as the primary element to represent Campbell University because it can be easily read and understood at a glance. The name is also the one clearly common characteristic for all the schools, divisions, centers, institutes and other organizational parts of the University. The name, marks and image of Campbell University cannot be used to imply or suggest endorsement of any product or service not provided by the University. The University’s wordmark, seal, and other marks are registered with the United States Patent and Trademark Office and protected by law. Schools, divisions, offices, centers and other units of the University do not need approval to use the University’s registered marks for official use. Individuals and organizations outside the University who wish to use any of the official marks must first obtain written permission to use the official marks by contacting the University’s Vice President for Marketing and Planning at 910-893-1224.

1.


CAMPBELL UNIVERSITY’S WORDMARK

AND

S E A L _________

THE WORDMARK Campbell University’s visual identity system is centered on the University’s wordmark. The Campbell University wordmark must be used on all University publications (this does not include course syllabi, student handouts, course materials, etc.). The University’s mark is to be reproduced only from an authorized original and cannot be redrawn or modified in any way. The wordmark provides a strong, distinctive and versatile graphic symbol unique to Campbell University. The University’s name is the one element which all parts of the University share in common. The name, used as a wordmark, is simple, straight forward and immediately identifiable. CAMPBELL dominates the wordmark to symbolize the University’s standing as a most comprehensive University. CAMPBELL is the one-word identifier for the University and the underlying UNIVERSITY ensures reference and foundation to the University. Because of its academic nature, timeless dignity and ability to reflect that the University is both traditional and progressive, the letters and words are carefully kerned and spaced to provide a visual balance and a cohesive unit. The university wordmark must never be stretched or manipulated in any fashion to fit a column or any space. The preferred placement of the wordmark is at the top of newspaper related ad formats. Appropriate white space (breathing room) around the workmark is to be considered in any design for all mediums. There should be no question in the mind of the reader that the wordmark is in the prominent position. The wordmark should never be screened back on newsprint and should remain a solid color or reverse from another solid color.

THE SEAL The Campbell University seal is the University’s official corporate signature. Documents displaying the University seal convey that they are officially sanctioned by the Board of Trustees or the Office of the President. Only Campbell University’s Board of Trustees and the Office of the President may authorize its use. Therefore, the University’s seal is not to be used on stationery (including note cards), programs, clothing, interior/exterior signage, advertising, etc. except as authorized by the Board of Trustees or the Office of the President.

2.


CO-BRANDING

WITH THE WORDMARK

Co-branding is the concept of combining an icon or logo with the wordmark in a process of “sharing the brand.� In this instance, it is more precisely, combining the wordmark with another specified college, school or athletic icon or logo. Co-branding is of benefit to both parties as each shares the strength of the other. To facilitate the best possible utilization of co-branding, the University wordmark has been approved for use with the icon representing the College of Arts and Sciences, the School of Education, the Lundy-Fetterman School of Business, the Norman Adrian Wiggins School of Law, the School of Pharmacy, the Divinity School, or the Athletic Department. These are the only co-branding concepts that have been approved. Departments or units within or outside of these major organizational units should not use other unique identifiers (icon) with the wordmark. Instead, departments or units within or outside of these major organizational units should place their respective department or unit name to the left of the wordmark as illustrated on the stationery template on page 5.

COLORS All Campbell logos print 2 colors: PMS 158 and black. The following logos are exceptions, printing 3 colors, as illustrated below.

87

Divinity School logo:

College of Arts and Sciences logo:

PMS 259 (Purple) PMS 873 (Gold Metallic) Black

PMS 158 (Orange) PMS 111 (Green/Gold) Black

3.


S TAT I O N E RY ________________________________________________________________________________________ Stationery is one of the most visible and most frequently used forms of communication. Stationery provides an introduction, an impression and a continuing point of contact. All University letterhead, envelopes and business cards are to be standardized bearing the Campbell University wordmark to provide consistent institutional identity.

LETTERHEAD Wordmark: The University wordmark is to be reproduced from an authorized original. Co-branding: When used in conjuction with an icon or athletic mark, the icon or athletic mark should be positioned on the left side of the wordmark. Information to be included on letterhead: The primary purpose of printed information on letterhead is to provide information for responses. The letterhead template will allow for the inclusion of the following: • Academic department/administrative unit name • Post Office Box number • Telephone number(s) • E-mail address for the department or administrative unit • Fax numbers Names and titles: Printed stationery is not to be personalized. Business cards are the appropriate place for such personalized information. Color: Black or Black plus PMS 158 laser-compatible ink Paper: Uncoated, smooth, white laser-compatible paper 20 or 24 lb. standard #1 bond is acceptable, but quality cannot exceed 25% rag. Recycled paper should be given consideration when cost is not prohibitive and when quality is assured for use in laser and other high-speed office printers. Engraving or Embossing: Engraved or embossed stationery requires permission of the president of the University or the president’s designee. Letter style: For typing letters, the block style is preferred. Left justification is preferred. The preference is for proportionally spaced type. Preferred typestyle for the body of letters is Times New Roman, Garamond, or Adobe Garamond when available. Monarch size: For more informal correspondence, a monarch-size stationery could be approved.

4.


.75" or 3/4"

6.5" or 6 1/2"

.5" or 1/2"

1.5" or 1 1/2"

10.25" or 10 1/4"

Office of the President

PO Box 158 • Buies Creek, North Carolina 27506 • (910) 893-1200 • www.campbell.edu

5.


.75" or 3/4"

.5" or 1/2"

10.25" or 10 1/4"

PO Box 158 • Buies Creek, North Carolina 27506 • (910) 893-1200 • www.campbell.edu

6.


.75" or 3/4"

6.5" or 6 1/2"

.5" or 1/2"

1.5" or 1 1/2"

10.0 or 10"

Department Name Goes Here

PO Box 158 • Buies Creek, North Carolina 27506 • (910) 893-1200 • fax (910) 000-0000 emailaddress@campbell.edu • www.campbell.edu

7.


.75" or 3/4"

6.375" or 6 3/8"

.5" or 1/2"

1.5" or 1 1/2"

10.25" or 10 1/4"

Career Services Office

PO Box 158 • Buies Creek, North Carolina 27506 • (910) 893-1200 • www.campbell.edu

8.


.75" or 3/4"

6.5" or 6 1/2"

.5" or 1/2"

1.5" or 1 1/2"

10.0" or 10 "

Department Name Goes Here

PO Box 158 • Buies Creek, North Carolina 27506 • (910) 893-1200 • fax (910) 000-0000 emailaddress@campbell.edu • www.campbell.edu

9.


ENVELOPES Wordmark: The University wordmark is to be reproduced from an authorized original. Co-branding: When used in conjuction with an icon or athletic mark, the icon or athletic mark should be positioned on the left side of the wordmark. Information to be included on envelopes: The primary purpose of printed information on envelopes is to provide address and return address details. The envelope template will allow for the inclusion of the following: • Academic department/administrative unit name • Post Office Box number Names and titles: Printed envelopes are not to be personalized. Business cards are the appropriate place for such personalized information. Color: Black or Black plus PMS 158 laser-compatible ink Fonts: Academic department/administrative unit name: Garamond Semibold, 8pt Post Office Box number: Garamond Semibold, 8pt Paper: Uncoated, smooth white, laser-compatible envelopes. Standard wove 20 lb. or 24 lb., but quality cannot exceed 25% rag. Recycled paper should be given consideration when cost is not prohibitive and when quality is assured for use in laser and other high-speed office printers. Engraving or Embossing: Engraved or embossed stationery requires permission of the president of the University or the president’s designee. Special Note: The standards for envelopes with the return address printed are largely dictated by requirements from the U.S. Postal Service. Should you have questions, please contact the University’s mail center. .375" or 3/8"

.5" or 1/2"

1.25" or 1 1/4"

PO Box 127 • Buies Creek, North Carolina 27506

10.


.375" or 3/8"

.5" or 1/2"

1.25" or 1 1/4"

PO Box 127 • Buies Creek, North Carolina 27506

.375" or 3/8"

1.0625" or 1 1/16"

.312" or 5/16"

1.25" or 1 1/4"

Career Services Office PO Box 158 Buies Creek, North Carolina 27506

11.


CALLING CARDS While the design and appearance of business cards are important in providing a consistent visual identity for the University, they also provide the most personal touch. Mark: The University wordmark is to be reproduced from an authorized original. Co-branding: When used in conjunction with an icon or athletic mark, the icon or athletic mark should be positioned on the left side of the wordmark. Information to be included on Calling Cards: The primary purpose of printed information on the calling card is to provide to provide your personal professional contact information .1875" or .625" or 3/16" 5/8"

The calling card template will allow for the inclusion of the following:

.1875" or 3/16"

Jonathan A. Wellington Associate Dean of Admissions / Second Title Line Here (910)893-1753 • (800)334-4111 ext.1753 Fax: (910)893-1780 • jwellington@mailcenter.campbell.edu PO Box 158 • Buies Creek, NC 27506 www.campbell.edu

• Name • Department (if applicable) • Title/Position • Post Office Box • Phone number (Direct dial or extension) • Personal e-mail address • Departmental and/or Non-departmental fax number • Web site

Color: Black or Black plus PMS 158 laser-compatible ink Fonts: • Name: Garamond Semibold, 8pt, 9pt leading • Department (if applicable): Garamond Semibold, 8pt • Title/Position: Garamond Italic, 8pt, 9pt leading, p6 space after • Post Office Box, Phone number (Direct dial or extension), Personal e-mail address, Departmental and/or Non-departmental fax number, Web site: Garamond Roman, 8pt, 9pt leading Paper: Uncoated, white 80 lb. card stock. Engraving or Embossing: Engraved or embossed calling cards require permission of the president of the University or the president’s designee.

12.


Jonathan A. Wellington Associate Dean of Admissions / Second Title Line Here

Jonathan A. Wellington Associate Dean of Admissions / Second Title Line Here

(910)893-1753 • (800)334-4111 ext.1753 Fax: (910)893-1780 jwellington@mailcenter.campbell.edu PO Box 158 • Buies Creek, NC 27506 www.campbell.edu

(910)893-1753 • (800)334-4111 ext.1753 Fax: (910)893-1780 • jwellington@law.campbell.edu PO Box 158 • Buies Creek, NC 27506 www.campbell.edu

87

Jonathan A. Wellington Associate Dean of Admissions / Second Title Line Here

Jonathan A. Wellington Associate Dean of Admissions / Second Title Line Here

(910)893-1753 • (800)334-4111 ext.1753 Fax: (910)893-1780 • jwellington@mailcenter.campbell.edu PO Box 158 • Buies Creek, NC 27506 www.campbell.edu

(910)893-1753 • (800)334-4111 ext.1753 Fax: (910)893-1780 • jwellington@mailcenter.campbell.edu PO Box 158 • Buies Creek, NC 27506 www.campbell.edu

Jonathan A. Wellington Associate Dean of Admissions / Second Title Line Here

Jonathan A. Wellington Associate Dean of Admissions / Second Title Line Here

(910)893-1753 • (800)334-4111 ext.1753 Fax: (910)893-1780 • jwellington@mailcenter.campbell.edu PO Box 158 • Buies Creek, NC 27506 www.campbell.edu

(910)893-1753 • (800)334-4111 ext.1753 Fax: (910)893-1780 • jwellington@mailcenter.campbell.edu PO Box 158 • Buies Creek, NC 27506 www.campbell.edu

13.


P U B L I C AT I O N S _______________________________________________ The University and its college, schools, departments, offices, etc., produce hundreds of publications every year. Individually and collectively, these publications create an impression. To provide a consistent visual image, it is important that all publications appear as a member of a family, sharing common graphic elements. The identity and graphics standards, which have been developed, provide a visual consistency while also providing maximum creative freedom for those designing individual publications. To provide a consistent visual image, all Campbell University publications must adhere to the following: The University wordmark, from authorized originals, must be conspicuously placed on the front cover of all printed materials. The College, Schools and Athletic Department may use their respective icon to co-brand with the University’s wordmark on the front cover. The University wordmark must stand alone on the back cover and must be accompanied with the following copy beneath: Buies Creek, North Carolina Jerry M. Wallace, president While the mark generally requires a buffer zone, no buffer is required to separate the mark from a background such as a photograph on the front or back cover. On those occasions when it is necessary to separate the wordmark from a background, the wordmark may be placed within an oval of solid color. Exceptions are made for existing newsletters and magazines that have an established masthead. For those publications, the University mark need only appear on the back as part of the return address when the University’s name is conspicuously on the front of the publication. Independent logos which depict schools, divisions, departments or organizations should not be used. Color: If not using PMS 158, then Black, White or Black plus PMS 158 must be used.

14.


O T H E R A P P L I C AT I O N S ______________________________________________________________________________________________________________________________________ VEHICLES All Campbell University vehicles that display a logo or other signage must conform to the University’s graphic standards program. Vehicles include, but are not limited to, trucks, cars, vans, and motorized carts. To have the wordmark installed on a vehicle contact the University Physical Plant.

SIGNAGE Signage is part of the Campbell University identity program. While consideration is given to such factors as donor recognition, special applications, architectural environment and landscape, the outdoor/directional signage program is to be consistent throughout the University, (including on-and off-campus sites). Consistency is maintained with the University’s identity program by using the University wordmark, typeface and defined colors.

OTHER Occasionally there will be opportunities to display the wordmark that are not described in this manual. When appropriate, the wordmark should be used as is with the correct colors and typeface. These applications may include banners, exhibits, displays, plaques, clothing and specialty items. Do not use the wordmark in conjunction with any other logo(s) without permission from the President’s Office.

15.


C AMPBELL U NIVERSITY ’ S M ASCOT

AND

A THLETIC L OGO

Campbell University’s official mascot is “Fighting Camels.” Campbell University’s official athletic logo is the “Running Camel.” The Department of Athletics may, however, design and use other camels in the development of their programming. When athletic or spirit marks are used in conjunction with the University’s wordmark as a co-brand, the athletic or spirit mark may only appear to the left of the wordmark. For use of Official Campbell University Marks on merchandise such as shirts, hats or other articles of clothing and/or novelty items, producers of merchandise must contact Licensing Resource Group out of Winston-Salem, NC. Approved Campbell marks can be accessed through the “Trademarx” system located online at www.trademarxonline.com. Simply do a search on the main page for Campbell University to see the available marks. For any other questions about the use of logos for merchandise, please contact the Assistant Athletic Director for Marketing and Promotions at extension 4392.

16.


STYLE GUIDE

FOR

C A M P U S R E F E R E N C E S ________________________________________________________

CAMPBELL UNIVERSITY In subsequent references, “Campbell” or the “University” may be used. Capitalize “University” only when referring specifically to the Campbell University. Never capitalize “the” before Campbell University because it is not part of the official name. Example: Campbell University was founded in 1887. This year, the University is celebrating its 119th academic year. When referring to the Campbell University, avoid the abbreviation CU unless its usage is limited to an internal audience or it is the name of a specific program.

SCHOOLS

WITHIN THE

UNIVERSITY

Six individual schools comprise the Campbell University; each school has its own name and identity. Therefore, it is important to refer to these separate schools by their specific names. Formal names are used in most University catalogs, commencement programs and other similar publications. Informal names may be used on subsequent reference. Informal names may be used on first reference in alumni magazine articles, brochures and internal publications. Please note that “the” is not capitalized in reference to any of our schools in either formal or informal usage; however, it is acceptable to use a lower case “the” when using a school’s name in textual matter.

Formal

Informal

Lundy-Fetterman School of Business

Business School

Norman Adrian Wiggins School of Law

Wiggins School of Law or Law School

Campbell University School of Education

School of Education

Campbell University School of Pharmacy

Pharmacy School

Campbell University Divinity School

Divinity School

College of Arts and Sciences

College of Arts and Sciences

17.


E X C E P T I O N S ________________________________________________________________________________________ Exceptions to the policies listed in this document may only be approved by the president of the University or the president’s designee(s). The president has designated the following to grant exceptions: John Roberson, Vice-President, Marketing and Planning.

18.

Campbell University Print Style Guide  

Consistency in the way we present our university to the public is important for a thriving institution that is growing in both quality and s...

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