Southern Utah University Brand Map by chelsea vreeken

BRAND MAP 2021

Contents 1 WHO WE ARE 2 LOGOS 3 COLOR 4 TYPOGRAPHY 5 PHOTOGRAPHY 6 ILLUSTRATION 8 WEBSITE 9 ENVIRONMENTS

1 Who We Are 03 04 05 08 09 11

BRAND POSITIONING VISUAL DIFFERENTIATION BRAND PILLARS BRAND PERSONALITY BRAND ARCHETYPES Metaphors VOICE & TONE Examples

Brand Positioning Southern Utah University is a regional public institution that disrupts the landscape of higher education by placing students first ensuring they have access to a quality education for future success. SUU is agile, able to pivot and remove barriers for our students by finding innovative solutions to archaic systems. As the most human university in Utah, students are a face and a name, not a number. The Marketing Communication Office is responsible for building, maintaining and protecting SUU’s brand in order to increase familiarity and perceived quality of the institution. As the University grows so does our need to strengthen and invest in our reputation and our audience's experience and perception of what it means to be a T-Bird. SUU is innovative, creative, surprising, and needs to stand out from the crowd and grab attention. The Marketing Communication Office will create a positive and interactive in-person and online experience focusing on reinforcing the brand promise: a safe, caring campus offering personalized education and hands-on learning experiences where students are put first and have the opportunity to excel and be career-ready upon graduation.

LITTLE, FAST, INNOVATIVE

DIFFERENT & SUPRISING

THE MOST HUMAN

We don’t want to play up small but the fact that we are an agile institution, able to pivot in order to put you first in faster and more innovative ways than our larger counterparts.

The worst thing we can do visually is look like everyone else- we are different, creative, surprising, and need to stand out from the crowd and grab attention.

We are THE face-toface university in Utah. Each student’s worth/ value/importance is higher here than anywhere else. You are a face, a name, not a number. Your journey matters to us.

Who We Are

Visual Differentiation Dixie State University

University of Utah

Southern Utah University

WHO WE ARE

Brand Pillars Student-Centric

At Southern Utah University, students aren’t just

a number, they are the priority. From keeping a 19:1 student to faculty ratio to ensuring students graduate with little to no debt - every decision SUU makes places you, the students, first. As a caring campus community, it’s not surprising for professors and students to know each other on a first-name basis. Ranked by U.S. News & World Report among the top 10 schools in the country for lowest student debt among public regional universities, SUU believes a university experience should set students on their path, not stand in their way.

KEY MESSAGE: WE CARE FOR YOU Students should feel connected

Who We Are

Steadfast

Nearly 125 years ago, the founders of Southern Utah University believed so strongly in the power of education that they risked their lives to build a school they would never attend. That trust, determination, and pure grit are woven into the fabric of SUU. And is why students are placed first in every aspect. Students feel that passion and know they can move forward on a path through the canyons and into the horizons of their choosing. When students become part of the University of the Parks, they know that SUU’s inspiration for this expansive vision comes from the founders. And whatever path a student chooses in life,

they will always have the power and strength of a T-Bird. KEY MESSAGE: YOU MATTER HERE Students should feel empowered.

Who We Are

Soar

While SUU honors the past, the university is nimble and constantly looking to the future. Every decision is approached by asking the same central question – What will help our Thunderbirds soar? As an innovative leader, SUU disrupts higher education norms to help students graduate faster without mortgaging their futures. With the 3-year degree program, Southwest Tech partnership or globalizing online offerings, SUU intentionally creates multiple pathways for success. SUU professors teach with a career-focused curriculum giving students a competitive advantage for the job market. Whether it’s on the court, online, in the canyons or in the skies, a Southern Utah University

experience is designed around what provides the next generation with opportunities to soar. KEY MESSAGE: SPIRIT OF INNOVATION Students should feel creative & excited for what's to come.

Who We Are

Brand Personality Empathetic

Innovative

Surprising

We are the most human university in Utah, and humans are stronger when they share authentic connections. We are caring, and we put others first.

We are building tomorrow’s university in today’s world. We solve problems to impact positive growth and creative change - but new isn’t the goal, better is.

We stand out from the crowd in a way that showcases our core strengths while also keeping the needs of our audience and current world climate in mind.

NEVER PATRONIZING

Adventurous NEVER BRASH

We discover and explore with purpose and curiosity, not adrenalinejunkie impulse.

NEVER DESTRUCTIVE

NEVER TONE DEAF

Best-In-Class NEVER ELITIST

We may be an underdog, but we’ve earned the respect of anyone we go up against. We know a winning degree doesn’t have to break the bank.

Who We Are

Brand Archetypes Creator

Caregiver

CREATIVITY IMAGINATION DISRUPTION INNOVATION ENTREPRENEUR

INDEPENDENCE BRAVERY FREEDOM AUTONOMY EXPERIMENTS

EMPATHY ALTRUISM PASSION PATIENCE SERVICE

THE CREATOR contributes to society and provides structure to the world by bringing something into being — by realizing a vision. The Creator gets deep satisfaction from both the process and the outcome of creating something that did not previously exist. At its highest level, the Creator archetype fosters true innovation and beauty, and creates something enduring that is able to influence society.

THE EXPLORER Adventure is a means of enlightenment, and the Explorer is focused on self-discovery and self-sufficiency. The Explorer has a core desire to be free of the establishment but not necessarily to have to challenge it. They are willing to do anything to avoid entrapment, even if it means great risk. The explorer is known to push boundaries and delight in unexpected discoveries, embracing a “no ceiling” philosophy.

THE CAREGIVER embodies altruism: the unselfish concern and/or devotion to nurture and care for others. They provide reassurance, service, advice, listening, are highly competent and an excellent multitasker. They give of themselves to make sure others are cared for. They remain calm in crisis, make friends with everyone, and radiate optimism and light.

CORE DESIRE: create enduring value. COMPANIES: Adobe, Google, Lego.

Explorer

Who We Are

CORE DESIRE: freedom of discovery. COMPANIES: REI, Patagonia, NASA.

CORE DESIRE: put others before yourself. COMPANIES: Campbell's, Tide, Johnson & Johnson

Metaphors

TESLA If SUU were a car. Nimble, Innovative, Game-Changing, Powerful, Natural, Socially Responsible.

COCA-COLA If SUU were a soda. Classic, yet able to adapt over time. Their current slogan is 'Refresh the World. Make a Difference.'

CAPTAIN MARVEL If SUU were a character. Pilot turned unconventional superhero, she is a good combination of freedom, power, intelligence & caring.

WHO WE ARE

Voice & Tone Establishing and using one brand voice across an organization benefits all stakeholders as the consistent voice builds equity and credibility. Beyond reinforcing the values of Southern Utah University, speaking with one voice increases familiarity, differentiates SUU from competitors, and builds a clear picture for the audience. When you look at SUU’s “brand personality” it can feel overwhelming and hard to translate into everyday work. However, a few small and simple substitutions can make a big difference in the feel of a message. SUU’s personality in text shouldn’t be overpowering, switching out a few words is much more effective than including all personality traits in every communication and overwhelming your audience. Below are a few examples of words you might use to represent the feel of each brand personality trait.

AVENTUROUS

INNOVATIVE

EMPATHETIC

path, soar, horizon, discover, explore, courageous, curious, journey, epic, world-class, bold, thunder, force of nature

nimble, disrupting norms, enduring, problem-solving, intuitive, pioneer, visionary, inventive, breaking down barriers

home, caring campus, community, trust, studentcentric, together, human, support, student-first

BEST IN CLASS

SURPRISING

steadfast, determination, grit, strength, tradition, consistent, continual, flagship, industryleading, excellence, quality,

clever, unanticipated, inspiring, uncharted, individual, memorable, unique, stand out

Who We Are

Adventurous Verbiage An example of how SUU’s website uses the brand personality in written communication. Keep in mind these could be social media captions, the opening paragraph to a blog post, an email, brochures, presentations, etc. Adventurous verbiage used on the About SUU page: red rocked outdoor adventures withing walking distance join in the fun

WHO WE ARE

Innovative Verbiage An example of how SUU’s website uses the brand personality in written communication. Keep in mind these could be social media captions, the opening paragraph to a blog post, an email, brochures, presentations, etc. Innovative verbiage used on the Academics page: shortcut speeding up whatever you want

WHO WE ARE

Empathetic Verbiage An example of how SUU’s website uses the brand personality in written communication. Keep in mind these could be social media captions, the opening paragraph to a blog post, an email, brochures, presentations, etc. Empathetic verbiage used on the Student Life page: your time residential campus always a friend

WHO WE ARE

2 Logos 03 LICENSING & LOGOS 04 APPROVED VENDORS 05 OUR LOGOS Rules For Use The SUU Logo Combo Mark The SUU Seal 19 SECONDARY LOGOS 21 RETRO LOGOS 23 LOGO APPLICATION Business Cards Name Tags

Licensing & Logos Why It Matters

REPETITION BUILDS FAMILIARITY. The logo is a visual symbol of our brand, and an expression of our unique voice. It represents the essence of who we are. Misuse can cause serious damage to the perceptions and reputation of our school. We know from the Cicero report that our familiarity is lower than ideal. Repetitive visual use of our logos is a key strategy to help improve our familiarity, and in turn, perceived quality.

Trademarks & Spelling

'SOUTHERN UTAH UNIVERSITY' 'SUU' This is a Trademark. When spelling out our acronym ensure each letter is always capitalized.

'T-BIRDS' or 'T-Birds' This is a Trademark. When spelling out T-Birds use all caps, or ensure that the T and B are capitalized, with a dash in between.

'THUNDERBIRDS' or 'Thunderbirds' This is a Trademark. When spelling out Thunderbirds use all caps or ensure the T is capitalized and all one word. Primarily used for athletics.

'UNIVERSITY OF THE PARKS®' This is a Registered Trademark, so ensure you include the registered trademark symbol anytime you use it in print or web applications.

Logos

Approved Vendors Printing The Logos

Approval Process

Questions & Contact

LOGO REPRODUCTION MUST BE APPROVED!

STEP 1

Chelsea Howells Creative Director chelseahowells@suu.edu (435) 865-8695

If you plan to have ANY company other than SUU print the logo, you need to first ensure they are an “Approved Vendor”.

If you do, is the vendor registered? If the vendor is not registered, have them apply for approval at apply.clc.com

This is a network of companies, managed by CLC, that have our files and are bound by law to use them correctly. You must go through them to approve printing the logo, or trademarked names on ANY printed collateral.

Do you have a vendor?

STEP 2

STEP 3

If you do not have a vendor, choose one from the expansive list available in your brand assets folder.

STEP 4

Artwork will be submitted by your vendor to SUU for approval.

For questions related to the SUU brand, logo systems and creation. KC Smurthwaite Internal Operations kcsmurthwaite@suu.edu For questions on approving artwork and approved vendors for athletics. Jacob Krebs CLC, Brand Manager Jacob.Krebs@clc.com Cell (505) 506-6224 For information on CLC and help registering a new vendor, or finding an approved one.

Logos

Our Logos Rules For Use

The SUU Logo

Academic Acronym

AUDIENCES & USE CASES

PRIMARY USE

SECONDARY USE

When choosing a logo, consider the intended audience and whether they are internal or external. If external, ensure that the primary logo or acronym are used in some way. If internal, any of them may be used.

This is the official logo of our university and should be used wherever possible, in either the vertical or horizontal format, although the horizontal format is preferred. Internal or external use.

This version of the primary logo may be used where small sizes dictate less copy such as on the web, or in places where ‘Southern Utah University’ is apparent, or implied. Internal or external use.

Preferred Versions - Use wherever possible

Logos

Combo Mark

Athletic Mark

The SUU Seal

SCHOOL SPIRIT USE

RARE USE

This mark symbolizes SUU school spirit and can be used in swag, t-shirts, or if the audience is students or alumni, as it’s easier to personally connect with than the primary logo. Internal use preferred.

This mark represents SUU Athletics, and should be reserved for their use. See Athletics style guide for usage rules. Since it doesn’t include context of SUU, rare usage is encouraged. Internal and Athletics use.

The seal should only be used on degrees, awards, and materials related to the president and president's cabinet. Over-use can incur dilution of its power & quality. Restricted, internal use preferred.

Logos

The SUU Logo Variations 2.1 Primary logo. Minimum width is 1.75”(w).

2.2 Acronym logo. Use internally, at small sizes, or where the university name is in context, like on social media. Minimum width is 0.5”(w).

2.1

2.3 Stacked logo. Use sparingly. Minimum width is 1.25”(w)

2.2

2.4 Use these versions and this coloring EVERYWHERE possible. Each logo variation has a white, reverse version. If grayscale is needed, use the white logo on gray or black.

Logos

2.3

2.4

Logos

The SUU Logo Misuse 2.5 NEVER stretch or scale the proportions.

2.5

2.6 Don't use the red logo on a black background. This combination is acceptable for the combo mark and the athletic mark, but the academic identity should always feel friendly and bright.

2.6

2.7 NEVER leave off the SUU acronym. The type used is a generic sans serif font and not a logo. Please ensure the logo in full or the SUU acronym alone is used. This helps with building equity and familiarity in our brand marks.

LOGOS

2.7

The SUU Logo Clear Space Clear space is the empty space, or margin, you must keep between the logo and ANY other element.

2.8

NEVER use the logo over a busy or distracting patterned background, only on a plain white, gray, or neutral/light blue background.

2.8 Preferred clear space is the height of the logo.

2.9

Minimum clear space is half the height of the logo.

LOGOS

Combo Mark Variations 2.10 Color and style variations may abound with this mark on shirts and other swag. If it’s on white, 2.11 is preferred. Minimum width for this mark is .75”(w).

2.11 Preferred mark where the priority is student life, school spirit, or people connecting with the school on a peer level. This color combination of red and black on white is the preferred version, use EVERYWHERE you can.

Logos

2.10

2.11

Logos

Combo Mark Misuse 2.12 NEVER stretch or scale the proportions

2.12

2.13 NEVER use the logo over a color other than our SUU-Red, and never crop off the letter forms in the frame.

2.14

2.13

NEVER use the version with red SUU letter forms over any other color background other than white or black.

2.14

LOGOS

Combo Mark Clear Space Clear space is the empty space, or margin, you must keep between the logo and ANY other element.

2.15

2.15 Preferred clear space is the width of the middle ‘U’ at it’s widest point. Note: If you need your clear space visually centered, measure from the lines indicated on the graph on the right and bottom sides. 2.16

2.16 Minimum clear space is half the width of the middle ‘U’ at its widest point.

LOGOS

The Seal Variations 2.17 Black and full colored version may be used, but are not preferred. Red foil may be used in printing the colored version.

2.17

Minimum size is 1.5” in diameter. Never any smaller.

2.18 Reversed Seal should be used extremely rarely, and only when you absolutely need to. Even then, only use on red or black backgrounds.

2.19 Preferred Seal. Red metallic foil may be used.

2.18

Logos

2.19

Logos

The Seal Misuse 2.20 NEVER stretch or scale the proportions.

2.21 NEVER use colorings outside those listed.

2.20

NEVER use any depiction or likeness of the seal as sub-brand logos unless given permission to do so.

2.21

LOGOS

The Seal Clear Space Clear space is the empty space, or margin, you must keep between the logo and ANY other element.

2.22

NEVER use Seal over a busy or distracting patterned background, only on a plain white, gray, red, or black color block or background.

2.22 Preferred clear space is the width of the shield within the Seal.

2.23 Minimum clear space is half the width of the shield within the Seal.

2.23

LOGOS

Secondary Logo System Rules For Use

Preferred Version

Stacked Version

ALL SUU DEPARTMENTS

PRIMARY USE

SECONDARY USE

All SUU Departments are allowed an onbrand letterhead and logo design to call out their entity within the organization.

This is the preferred entity logo, as it mimics the design and structure of SUU's primary use logo with acronym left and words on the right. Use this version wherever possible and appropriate.

Use this version when you need a logo with a small width or a square cropping. Some entity names may be too long to print legibly on a polo for instance, so you could use this logo instead.

In order for us to speak with one voice, these designs must be highly uniform to ensure subentities still reflect the larger institution. Variations based on audiences and use case have been allowed to help make these logos as usable as possible. If you have not received a secondary logo, contact the Marketing Communication Office to have your logo assets designed and delivered to you.

LOGOS

Outside SUU Use

Social Media

Student Audience

TERTIARY USE

PROFILE IMAGE

STUDENT FACING USE

This version of the primary logo is most appropriate when the intended audience needs more information about the university, so as not to mistake that we are only a university of 'Health Sciences', but that COHS is a part of a larger whole.

Using this image for your social media profiles will link our online identity into one system that communicates we are an organized, high quality institution. It will also signify an "official" SUU social media account.

This design is a way to create on-brand materials, without using the institutional logo. T-shirt designs, stickers, pop-sockets and other student facing swag is a great use of this mark.

LOGOS

Retro Logos Rules For Use

BNS 1897-1913

BAC 1913-1953

RARE USE

BRANCH NORMAL SCHOOL

BRANCH AGRICULTURAL COLLEGE

Clear Space: The width of the SUU acronym is minimum, the height of the SUU acronym is preferred.

Minimum Size: 1"(w) Shown Below.

Color: SUU-Red Pantone 185C

Color: Soar-4 Pantone 6796C

Retro 1897-1913

Retro 1913-1953

We have developed "vault" versions of our past academic logos, and one Retro athletic logo called the 'Fightin' T-Bird'. These logos are not meant for continued use, but rare, situational use, when applicable. Marks must always be accompanied with the current SUU tag. Offices like alumni, athletics, and marketing may have access, other access to these marks is upon request. Reach out to the marketing department with an explaination of your project, if you would like limited-time access to these marks.

Logos

CSU 1953-1969

SUSC 1969-1990

COLLEGE OF SOUTHERN UTAH

SOUTHERN UTAH STATE COLLEGE

Clear Space: The width of the SUU acronym is minimum, the height of the SUU acronym is preferred.

Minimum Size: 0.75"(w) Shown Below.

Minimum Size: 1"(w) Shown Below.

Color: Rain-4 Pantone 636C

Color: Pine-4 Pantone 336C

Retro Athletics

THE FIGHTIN' T-BIRD Clear Space: The width of the SUU acronym is minimum, the height of the SUU acronym is preferred. Minimum Size: 1"(w) Shown Below. Color: SUU-Red Pantone 185C

Retro

Retro 1913-1953

Retro 1953-1969

Logos

Logo Applications Business Cards

We have a standard template for our business cards. If you require or would like to request a different design, contact marketing communications. These accomodations will only be made in extreme cases. To order business cards, simply contact Image Pro Printing in Cedar City, and provide the following information: * = Required

Full Name* Full Title* Building/Office # Office #* Fax# email@suu.edu*

Logos

Name Here Titles here and here if needed

Location info if desired 351 West University Blvd Cedar City, UT 84720 Office (XXX) XXX-XXXX Fax (XXX) XXX-XXXX emailhere@suu.edu extra line if necessary

Name Tags

2.24 We have three standard templates for name tags. To order, simply contact GEM Awards in Cedar City. Tell them which design you would like, and provide the applicable information. 2.25

2.24 Primary Name Tag Provide Information for: Full Name Job Title or Department Name

2.25

2.26

Department Name Tag Provide Information for: Full Name Job Title

2.26 Combination Name Tag Provide Information for: Full Name Job Title

Logos

3 Color 03 COLOR PALETTE 04 COLOR SYSTEM

Brand Colors Support Colors Expanded Colors

Color Palette

Red Is The Star

Inspired By Nature

Support Research

This color system makes our primary brand red, the contrasting star of the overall scheme. Use red strategically in your designs as a key call to action in a neutral or natural palette.

We are the University of the Parks, and our colors reflect that. Analogous blues, greens, golds, and browns embody the environments that surround SUU.

Red has the challenge of differentiation with other Utah universities, so opt for red tints and neutrals over using the darker maroons when layering reds.

NEVER use a large swash of green or blue, instead mimic the way green and blue are seen in nature, as a gradient with multiple layered shades or accents photography.

Red, blue, and green are consistently and authoritatively preferred in studies by both women and men. The combination seems to be gender neutral and very relatable to both male and female.

COLOR

The values communicated of each respective color represent the values of our brand: innovation, trust, quality, safety, growth, and exploration.

Color System Brand Colors

Support Colors

Expanded Colors

> 95% OF ALL GRAPHICS

< 5% OF ALL GRAPHICS

MAR COMM USE ONLY

Monochromatic palette of red, blacks, grays and whites. Ensure the overall percentage of any design or branding piece includes a majority of the analogous palette of red tints/ shades, white, grays, and blacks.

Analogous blues, greens and gradients. Use these greens and blues extremely rarely. These are not meant to replace our red, but add a natural backdrop and represent our values. Always use with caution, and never more than a detail or CTA on any given design.

Extended color palette that SUU can use for maps, illustrations, or in-depth branding. The tertiary colors should RARELY be used. NEVER substitute the browns or warm grays for the monochrome reds.

> 95% Brand Colors

< 5% Support Colors

Color

Brand Colors > 95% Use

∙ GREY-2

∙ GREY-1

∙ SUU-WHITE

∙ RED-5

∙ SUU RED

When layering red colors for depth, go lighter before you go darker. Other universities tend to go darker, so go lighter for differentiation. The lighter layers also communicate vibrancy, youth, surprise, and welcoming better than the darker layered reds.

SUU-RED

It is also acceptable to use a primary palette of neutrals, only black, white, and grays, using red as a call to action or accent color. Communicate prestige and quality.

∙

SUU-RED, and the scale of SUU-WHITE to SUUBLACK are our main brand colors. Almost all communication created for SUU will be overwhelmingly these colors. It can be used in multiple ways: color on lights, whites on color, or color on darks.

∙ GREY-10

RED-2 0-0-0 #000000 0-0-0-0 SW 0000 PAN 000 C

∙

NAME RGB HEX CMYK PAINT PANTONE

SUU RED

KEY

∙ SUU-BLACK

Color

Monochrome Reds

RED-1 254-244-242 #FEF4F2 0-4-2-0 SW 7102

SUU-WHITE 255-255-255 #FFFFFF 0-0-0-0

RED-2 252-220-218 #FCDCDA 0-16-8-0 SW 6603

GREY-1 244-244-244 #F4F4F4 3-2-2-0

RED-3 249-185-182 #F9B9B6 0-33-19-0

GREY-2 231-231-231 #E7E7E7 8-6-6-0

RED-4 246-149-145 #F69591 0-51-33-0

GREY-3 221-221-220 #DDDDDC 12-9-10-0

RED-5 240-76-76 #F04C4C 0-86-70-0

GREY-4 210-210-210 #D2D2D2 17-13-13-0

SUU-RED 232-29-45 #E81727 2-100-92-0 SW 6868 PAN 185 C

GREY-5 198-198-197 #C6C6C5 22-17-18-0

RED-6 196-20-37 #C41425 0-100-90-20 SW 6871 PAN 200 C

GREY-6 187-187-187 #BBBBBB 27-21-22-1

RED-7 152-27-33 #981B21 26-100-96-24

GREY-7 153-153-153 #999999 43-35-35-1 GREY-8 120-121-121 #787979 54-46-45-11

RED-8 113-23-25 #711719 32-97-91-44 SW 2802

GREY-9 60-60-60 #3C3C3C 68-62-60-50

RED-9 67-20-20 #431414 44-85-75-69 SW 2801

GREY-10 33-33-33 #212121 72-66-65-73

RED-10 41-17-15 #29110F 56-75-71-80

SUU-BLACK 0-0-0 #000000 75-68-67-90

Color

Support Colors < 5% Use

∙ GREY-2

∙ GREY-1

∙ SUU-RED

∙ RAIN-2

∙ RAIN-1

NEVER use a large block of these blue colors, they must be the minority color to our brand colors. They are best shown in key graphics, illustration accents, or showing through in photography styling. Try to replicate the way you see the colors in nature: blue skies, distant mountains, multi-colored leaves, or waters and waves.

GRADIENT

This pallet succeeds when it replicates nature. When seen in nature, you don’t see one color, you see a myriad of slight variations. That is how these colors should be used.

∙

Please do not overuse or use incorrectly!

KEY SUU-RED

RED-2 0-0-0 #000000 0-0-0-0 SW 0000 PAN 000 C

∙

NAME RGB HEX CMYK PAINT PANTONE

∙ SOAR-7

∙ STORM-7

Color

Analogous Blues & Greens LICHEN-4 0-0-0 #95C93D 47-0-100-0 SW 6718 PAN 375 C

RAIN-1 239-247-250 #eff7fa 6-0-1-0

RAIN-2 209-233-242 #d1e9f2 20-0-3-0 SW 6799

RAIN-4 137-209-230 #89D1E6 55-0-10-0 SW 6787 PAN 636 C

SOAR-7 34-44-65 #222c41 93-80-47-51 SW 9178

STORM-7 26-25-36 #1a1924 81-77-57-76

LUSH-4 0-0-0 #00A669 100-0-82-0 SW 6739 PAN 3405

SKY-4 75-166-222 #4ba6de 81-12-1-0 PAN 2995 C

SOAR-4 29-117-184 #1d75b8 100-46-2-0 SW 6796 PAN 3005 C

STORM-4 47-71-137 #2f4789 100-84-12-3 PAN 286 C

LICHEN-4 0-0-0 #95C93D 47-0-100-0 SW 6718 PAN 375 C RAIN-4 137-209-230 #89D1E6 55-0-10-0 SW 6787 PAN 636 C

SKY-4 75-166-222 #4ba6de 81-12-1-0 PAN 2995 C

LUSH-4 0-0-0 #00A669 100-0-82-0 SW 6739 PAN 3405

SOAR-4 29-117-184 #1d75b8 100-46-2-0 SW 6796 PAN 3005 C

SOAR-4 29-117-184 #1d75b8 100-46-2-0 SW 6796 PAN 3005 C SKY-4 75-166-222 #4ba6de 81-12-1-0 PAN 2995 C

STORM-4 47-71-137 #2f4789 100-84-12-3 PAN 286 C

STORM-7 26-25-36 #1a1924 81-77-57-76

LICHEN-4 0-0-0 #95C93D 47-0-100-0 SW 6718 PAN 375 C

Color

Expanded Colors Marketing Communication Office Only

∙ RAIN-1

∙ RAIN-2

∙ RAIN-4

∙ SKY-4

∙ SKY-5

GRAD-3

This pallet succeeds when it replicates nature. When seen in nature, you don’t see one color, you see a myriad of slight variations. That is how these colors should be used.

∙

Please do not overuse or use incorrectly!

KEY SKY-4

∙

RED-2 0-0-0 #000000 0-0-0-0 SW 0000 PAN 000 C

∙

NAME RGB HEX CMYK PAINT PANTONE

STORM-4

∙ STORM-5

Color

Expanded Blues SKY-1 229-240-250 #e5f0fa 10-1-0-0 SW 6504

RAIN-1 239-247-250 #eff7fa 6-0-1-0

RAIN-2 209-233-242 #d1e9f2 20-0-3-0 SW 6799 RAIN-3 178-218-234 #b2daea 34-0-6-0 RAIN-4 137-209-230 #89D1E6 55-0-10-0 SW 6787 PAN 636 C RAIN-5 131-169-185 #83a9b9 57-20-22-0 RAIN-6 104-132-145 #688491 69-37-35-4

RAIN-7 80-99-108 #50636c 76-50-46-20

SKY-2 177-209-239 #b1d1ef 33-6-0-0

SKY-3 125-180-228 #7db4e4 58-12-0-0

SKY-4 75-166-222 #4ba6de 81-12-1-0 PAN 2995 C SKY-5 79-136-181 #4f88b5 82-35-13-0

SKY-6 67-108-142 #436c8e 88-52-27-5

SKY-7 55-83-106 #37536a 91-62-40-22

STORM-1 220-217-236 #dcd9ec 11-12-0-0

SOAR-1 225-229-243 #e1e5f3 10-6-0-0

STORM-2 150-144-195 #9690c3 41-42-0-0

SOAR-2 165-181-220 #a5b5dc 36-21-0-0

STORM-3 82-84-160 #5254a0 80-77-0-0

SOAR-3 105-137-196 #6989c4 67-39-0-0

STORM-4 47-71-137 #2f4789 100-84-12-3 PAN 286 C

SOAR-4 29-117-184 #1d75b8 100-46-2-0 SW 6796 PAN 3005 C

STORM-5 49-56-123 #31387b 100-95-17-6 STORM-6 35-36-78 #23244e 100-97-37-37

SOAR-5 58-98-162 #3a62a2 93-65-7-0 SW 6797 PAN 300 C

STORM-7 26-25-36 #1a1924 81-77-57-76

SOAR-6 51-78-127 #334e7f 97-76-24-8 SW 6510 SOAR-7 34-44-65 #222c41 93-80-47-51 SW 9178

Color

Expanded Colors Marketing Communication Office Only

∙ GREY-1

∙ GREY-2

∙ GREY-1

∙ LICHEN-4

∙ LICHEN-5

GRADIENT

This pallet succeeds when it replicates nature. When seen in nature, you don’t see one color, you see a myriad of slight variations. That is how these colors should be used.

∙

Please do not overuse or use incorrectly!

KEY LUSH-4

RED-2 0-0-0 #000000 0-0-0-0 SW 0000 PAN 000 C

∙

NAME RGB HEX CMYK PAINT PANTONE

∙ SOAR-6

∙ SOAR-7

Color

Expanded Greens LICHEN-1 240-245-220 #f0f5dc 6-0-16-0

DEW-1 246-249-238 #F4F9EE 3-0-7-0 SW 6427 DEW-2 226-236-201 #e2ecc9 13-0-26-0 SW 6436 DEW-3 207-225-168 #cfe1a8 23-0-44-0

DEW-4 196-218-150 #c4da96 29-0-54-0 PAN 7486 C DEW-5 161-181-124 #a1b57c 44-14-66-0 SW 2812

LICHEN-2 213-226-152 #d5e298 20-0-53-0

LICHEN-3 180-207-89 #b4cf59 38-0-89-0

LICHEN-4 164-199-76 #a4c74c 47-0-100-0 SW 6718 PAN 375 C LICHEN-5 138-174-76 #8aae4c 59-11-100-0 LICHEN-6 111-137-67 #6f8943 66-27-100-10 SW 6720 LICHEN-7 85-102-54 #556636 70-39-100-29

PINE-1 217-227-222 #d9e3de 15-4-11-0 SW 6204 LUSH-1 227-239-227 #e3efe3 12-0-12-0 SW 6470

PINE-2 148-173-161 #94ada1 49-19-38-0 SW 6471

LUSH-2 172-210-177 #acd2b1 40-0-38-0

PINE-3 85-124-108 #557c6c 78-32-62-13

LUSH-3 121-183-130 #79b782 68-1-67-0 SW 6739

PINE-4 41-99-82 #296352 99-36-74-27 SW 6755 PAN 336 C

LUSH-4 46-165-108 #2ea56c 100-0-82-0 PAN 3405 C

PINE-5 49-84-70 #315446 89-43-73-39 SW 6468

LUSH-5 81-140-91 #518c5b 85-21-84-6 SW 6754

PINE-6 36-55-47 #24372f 85-53-72-63 PINE-7 30-40-36 #1e2824 80-59-70-74

DEW-6 127-142-99 #7f8e63 55-29-73-8

LUSH-6 53-84-57 #355439 86-41-86-41

DEW-7 95-106-75 #5f6a4b 63-41-77-26 SW 6180

LUSH-7 40-59-42 #283b2a 83-49-82-61

Color

Expanded Colors Marketing Communication Office Only These colors are here to round out the palette and will be used extremely rarely, if ever. You may see them as paint colors, gold foils, gradients, or illustrations that need to depict skin tones, or realistic nature scenes. Use sparingly!

KEY NAME RGB HEX CMYK PAINT PANTONE

RED-2 0-0-0 #000000 0-0-0-0 SW 0000 PAN 000 C

EARTH-1 #000000 7-12-13-0 SW 7036

EARTH-2 #BF9C82 26-48-39-1 GOLD-1 #FDECD8 0-7-14-0 SW 6127

WGREY-1 #F2F1EF 4-3-4-0 EARTH-3 #925F36 33-62-86-21

GOLD-2 #F2C68B 4-23-50-0 EARTH-4 #78441C 36-71-100-37 GOLD-3 #DFA238 12-38-91-0 EARTH-5 #643A15 40-70-98-47 GOLD-4 #D0922A 17-45-100-1 EARTH-6 #3C2512 52-69-82-69 GOLD-5 #AB782B 29-51-100-11 SW 2814

Color

EARTH-7 #2C1C10 58-69-76-76

WGREY-2 #DAD5D1 13-12-14-0 SW 7029

WGREY-3 #C1BAB3 25-23-26-0 SW 7031

WGREY-4 #B5ADA5 31-28-32-0 SW 7642

WGREY-5 #948E87 44-39-44-4 SW 7019

GOLD-6 #65481C 45-61-99-42

WGREY-6 #575351 62-56-58-33

GOLD-7 #433215 53-63-89-61

WGREY-7 #3A3836 67-62-63-54

Support Colors Value Ramps The colors coded as -4 in the secondary palette make up the colors meant for priority use in the palette. They have been crafted to display a value range from light to dark to work well as maps, and illustration accent colors.

COLOR

4 Typography 03 TYPE SYSTEM 13

Type Samples TYPE STYLES

Type System Primary Merriweather

BE PRESTIGIOUS & ADVENTUROUS The primary typeface, Merriweather, is a versatile serif that can feel adventurous or serious with a good balance of masculine and feminine forms. It's a Google font that will allow budget-friendly access to the entire university at no cost, so there won't be any added difficulty to stay on brand.

Secondary Barlow

Tertiary Industry Inc.

BE ADAPTABLE

BE DIFFERENT

Our brand will need an extensive, stable font that can work with both audience extremes. Barlow has many weights, as well as a compressed version. It can dress up with Merriweather and appeal to working professionals, or dress down with Industry Inc. to speak to prospective students. Microsoft Subsitute: Calibri

Our stylistically dynamic font to appeal to prospective students is Industry Inc. This system of style layering can suit any use case. It is accessable through your Adobe Creative Cloud account, but we also have purchased liscenses for general campus use. Contact the Marketing Communications Office for access to font files.

All university communications should be done with these three fonts, and no others, to ensure a consistent look and feel.

Typography

Merriweather Primary Light

Light Italic

Regular

Regular Italic

0123456789 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Aa Bb Cc Dd Ee Ff Gg Hh

Typography

Bold

Bold Italic

Black

Black Italic

0123456789 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Aa Bb Cc Dd Ee Ff Gg Hh

Typography

Barlow Secondary

Thin

Extra Light

Light

Regular

0123456789 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Thin Italic

Extra Light Italic

Light Italic

Regular Italic

0123456789 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Typography

Medium

SemiBold

Bold

Extra Bold

0123456789 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Medium Italic

SemiBold Italic

Bold Italic

Extra Bold Italic

0123456789 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Black 0123456789 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Black Italic 0123456789 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Typography

Barlow Condensed Secondary

Thin

Extra Light

Light

Regular

0123456789 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Thin Italic

Extra Light Italic

Light Italic

Regular Italic

0123456789 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Typography

Medium

SemiBold

Bold

Extra Bold

0123456789 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Medium Italic

SemiBold Italic

Bold Italic

Extra Bold Italic

0123456789 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Black 0123456789 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Black Italic 0123456789 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Typography

Industry Inc Tertiary Base

Bevel

In-n-out

In-line

0123456789 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

A B C D E F G H

Typography

Bevel fill

Outline

In-line stroke

0123456789 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

A B C E F G

D H

Typography

Type Styles H1-H3 Headings

Sub Headings

Infographics & Numbers

Tips: 4x's or more the size of your body copy

Tips: About 1/3 of the size of headings

Tips:

No tracking

Add 50-100pts of tracking if you are using in all caps

Fairly tight leading RARELY RED Use SUU-Black for high contrast, or white text on a red background or over a photo NEVER ALL CAPS Use title case or sentence case instead

Merriweather Headings

Typography

Fairly tight leading GRAYS are preferred, dark or light Barlow Condensed Bold, Barlow Bold, and Barlow Regular are favorites

BARLOW

Subheadings BARLOW CONDENSED

Large colored numbers are a great way to break up content and make it easier to scan and consume Large numbers and infographics are the only time red text is preferred. Can be red on a white background, or white on a red circle or background

TYPOGRAPHY

5 Photography 03 PHOTOGRAPHY STYLE

Portraits Always/Never Indoors Always/Never Outdoors Always/Never

Photography Style

Student Focused

Elements of Nature

Pops of Red

We are literally student focused. Use dramatic depth of field (DOF), color, composition, and contrast to distinguish one student as the “star” of each image.

Shoot outdoors when you can. When inside, embrace an outside-in mentality with house plants, natural textures, patterns, lighting and textiles.

Our color system has been crafted to ensure our primary brand color stands out. Style your models with pops of red, SUU logos, and merch where appropriate.

PHOTOGRAPHY

Clean & Bright

Always Connected

Real & Raw

Use a grey card! Make sure the color balance doesn't skew yellow, by editing in post if needed. Pump up the vibrace and contrast of the colors in post as well so they pop.

Authentic human emotion is key. Small groups are preferred. Effective single subjects use eye lines compositionally, or look directly into camera to connect with the viewer.

Unfiltered, but high quality is the name of the game. Be intentional, thoughtful, and strategic, but not at the cost of looking overly produced or “perfect”. Don’t edit out little human details.

PHOTOGRAPHY

Portrait Always Show humans in full color. Black and white may be used but VERY rarely, and only for good reasons. Keep all faces unobstructed, maintain eye contact. Organic and authentic styling. Make sure girls aren’t wearing too much makeup. Hair should feel windswept and soft. Show humanity, humor and relatability. Depth of field. Neutrals & brand colors preferred.

Photography

Portrait Never NEVER cover up people’s faces— it removes their humanity and is harder to connect and empathize with them. RARELY use black and white photography, opt instead for bright and vibrant. NEVER add geometric shapes or lines to people. NEVER let them feel too stiff or posed. NEVER forget the basic elements of our photography style: depth of field, focus on the student, and a pop of red.

Photography

Indoor Always ALWAYS show depth of field, preferably with intense focus on the student. Bring the outside in as much as possible with house plants, or shooting in front of a windows that show blue sky and trees in the background. Use accent colors like blue and green in styling. Shoot with natural light in the mornings or evenings. Keep white balance bright and airy and make sure the color cast isn't yellow. Vibrant colors, glowing faces.

Photography

Indoor Never If a single subject is shown, having them look directly into the camera may be preferred. A single subject may be shown alone, without looking into the camera, if they are active or engaged and their eye line guides you compositionally to a key object or person. Never show a student alone if they look isolated, lonely, or depressed. NEVER dismiss color balance correction! Photos shot indoors will skew yellow. Try to shoot near a window to get a natural, white balanced light. If not, color correct to remove yellow tones, especially if reds are shown.

Photography

Outdoor Always Even when shooting with dramatic beautiful vistas, focus on the student. Everything we do, even nature, is second to them. Embrace the weather. Our T-Birds are forces of nature. They roll with the punches and get fulfillment, humor, and life affirmation from outdoor adventures. It re-charges them physically and emotionally. If figure is alone, eye contact with the camera is preferred. If in a group, the group should be interacting naturally and ignoring the camera.

Photography

Outdoor Never NEVER forget to focus on a “star” student using composition, color, and depth of field. We want to communicate that at SUU you matter. You are not just a number, or a face in a crowd, you are the focus. NEVER shoot at mid-day when the light is overhead, hot, and harsh. Shoot in the mornings and the evenings to communicate transformation, new beginnings, and to flatter your human’s faces. NEVER show a student looking alone and huddled. A T-Bird always finds a way to smile in a storm and never soars solo.

Photography

6 Illustration 03 ILLUSTRATION STYLE 04 AUDIENCE RAMP Always / Never 09 SHAPES & FORMS 11 PATTERN LIBRARY 13 ICONS & SYMBOLS

Illustration Style

Hand Drawn

Organic S-Curves

Line, Fill, & Pattern

We are the most human university in Utah, so make sure every illustration feels human. Use hand-drawn shapes that are difficult for computers to make.

We are out of the box, and our shapes are too. Use the S curve wherever you can, especially over sharp angles and geometric shapes.

Start with an outline and gradate with variations of finish until you reach a flushed out version. A perfect illustration uses all stages of development to show the process.

Illustration

Audience Ramp Prospective Students

Reduce our illustration style into its simplest forms for high school students. Use bright colors with lots of contrast. Embed with humor and soul. Wants & Needs: Fun, connection, welcoming, innovation, human, simple, relatable, safe.

Current Students

Use a ‘relief’ process to add depth by taking away parts of the whole and filling it in with pattern texture and line weight variations. Use bright colors and illustration over photography. Wants & Needs: Connection, innovation, quality, outdoors, fulfillment, encouragement, transformation.

Working Professionals

Use more literal depictions in realistic pencil drawings and etchings. These should not feel stuffy, and should still exude the appropriate humanity. Wants & Needs: Prestigious, high quality, tradition, professionalism, complexity, legacy, down-to-earth, credibility.

ILLUSTRATION

Illustration Always ALWAYS start with a loose line drawing and find ways to remove certain lines and replace with texture, color blocks, or pattern. Keep the style loose with S-curves in abundance. If using angular lines, represent them in a zig-zag, like a lightning bolt. Add “air” to illustrations by adding pockets of white space. Incorporate texture masks to vary the colors if using greens or blues.

Illustration

Illustration Never Try not to fall into using current illustration trends that are overdone today and will feel dated and time stamped in a few years. It is preferred to show facial features wherever possible. Opt even for simple representations over a blank face. We want our illustrations to feel light and organic. Never use heavy and blocky geometric shapes. NEVER use a fill shape predominately, and if you do fill in a shape, counterbalance it will line elements.

Illustration

Illustration Always When using illustration over photography, remember to keep the photography style intact. Imagery should feel light and organic in its styling and content. Use a variation of line and fill shapes. In this example, the lines of the shirt echo the lines of the pants, but in reverse coloring. Try and keep the backgrounds on illustrations a lighter neutral.

ILLUSTRATION

Illustration Never NEVER use overly geometric shapes. It not only feels computermade, but our close competitors use it frequently. Using organic/ human-made shapes and forms is a core differentiator and will communicate our innovative and caring values. NEVER go so far in the organic shapes and forms that it comes across as tribal, folk, or cutesy.

Illustration

Shapes & Forms The 'S'UU Curve

Dashed Lines

Circles & Organics

The S in our name distinguishes us from other universities, particularly in Utah where the norm is angular, blocky letters.

We believe in humans, nuance and exploring new paths. The dashed and curved lines communicate those values. It subtly brings up imagery of storms, rain and lightning that represent our T-Birds.

Circles should be used frequently and should be used over squares and rectangles. They are more friendly, welcoming, and have more momentum than their blocky counterparts.

Remember that a hand drawn line has more soul than a perfectly straight one.

Where other brands go geometric, we go organic, which is sometimes the harder choice, but inherently more human.

The S-curve also hints towards nature in the form of streams, paths and even lighting. It also makes for mathematically pleasing compositions, so use the S-curve frequently, ensuring it is present in every design possible.

Illustration

Pattern Library

When To Use

Natural Forms

Cross Colors

These patterns are meant to be used as subtle background texture to add interest and context through illustration based on the subject matter.

Patterns should be based on natural forms. Only the lightning and topo are approved for brand use, but others may be added in the future.

Use strategically and change the color where it crosses background colors. Use either light gray on white, White over photography, or Red-6 over SUU-Red.

Illustration

ILLUSTRATION

Icons & Symbols Outlines Preferred

Icon Resources

Icon Styles

In order to align with our illustration style, outlines are preferred on iconography rather than fills or duo-tones.

SUU has two licensed iconography packages for use.

Icons are preferred in either Grey-7 #999999, SUU-Red #E81727, or white #FFFFFF on red.

Ensure the stoke of the outline is the same throughout each design piece so not one icon sticks out. Consult the Marketing Communications team before creating your own iconography. We may have additional resources to share, or may want to approve your new icons to add to the SUU icon library.

ILLUSTRATION

FontAwesome Best for website applications. We've downloaded a curated list of these, since not all are created equal in terms of design and quality. Streamline Icons An extensive package of icons (30,000) vector editable, and includes fill and line versions of each icon. Best used for print applications.

Rarely, if ever, show an icon in thick black. They should be supporting visual elements so try to reserve the highest contrast for the text in your designs. Arrow styles and other commonly used icons are listed on the page opposite.

ILLUSTRATION

7 Website 03 WEBSITE STYLES

Color Hex Codes Type Styles 05 COMPONENTS Buttons Text Wells Alerts Cards

Website Styles Color Hex Codes

#000000

H1 / H2 Text

#3C3C3C

H3 / Body Copy

#787979 #999999

Icons, some Text

#C6C6C5

Type Headings

H1 - MERRIWEATHER - BLACK - 65PTS 75 LEADING - 0 TRACKING - #000000

#DDDDDC #E7E7E7 #F8F8F8

Background Gray

#E81727

Header, CTAs

#C41425

Text Links

#FCDCDA

Alert BG

#0071C2

CTA Buttons

H2 H2 - MERRIWEATHER - BLACK - 50PTS 60 LEADING - 0 TRACKING - #000000

- #94CC00

#1789B8

Alert Text

#E1F8FE

Alert BG

#0D8D57

Alert Text

#DFEDC9

Alert BG

Website

H3 H3 - MERRIWEATHER - REGULAR - 40PTS 50 LEADING - 0 TRACKING - #3C3C3C

Type Sub Heads

Type Paragraph

Type Specialty

H4 - BARLOW - SEMIBOLD 30PTS - 37 LEADING 0 TRACKING - #3C3C3C

P - BARLOW - MEDIUM 20PTS - 32 LEADING 0 TRACKING - #3C3C3C

p link

H5 - BARLOW - MEDIUM 25PTS - 30 LEADING 0 TRACKING - #3C3C3C

P LINK - BARLOW MEDIUM 20PTS - 32 LEADING 0 TRACKING - #C41425

p small

H6 - BARLOW CONDENSED BOLD - 24PTS - 24 LEADING 75 TRACKING - #3C3C3C

P SMALL - BARLOW - MEDIUM ITALIC - 18PTS - 27 LEADING 0 TRACKING - #3C3C3C

Price Tag Text BARLOW - MEDIUM 20PTS - 32 LEADING 0 TRACKING - #E81727

Unit Unit Heading - Left Nav BARLOW - Bold 30PTS - 47 LEADING 0 TRACKING - #3C3C3C

Website

Components CTA Buttons 7.1 CTA Buttons Only three CallTo-Action (CTA) buttons per page are allowed.

7.1

The red version is the default. The green gradient button should be used sparingly, for only the highest of CTA, and the outline only when two CTAs are next to each other and don't require the highest CTA.

7.2 Icon Buttons White outline icon on red is preferred

7.2

7.3 Icon Buttons Hover

7.3

WEBSITE

Components BTN Primary 7.4 BTN Primary Default button style for the majority of buttons. 7.4

Use if there are more than one or two buttons in a row, and aren't a strong CTA for the page. Link banks, landing page menus, and icon buttons or dropdowns.

7.5

7.6

7.5 BTN Primary Hover

7.6 BTN Primary Mega

7.7

7.7 BTN Primary Mega 2 COL

7.8 BTN Primary Small 7.8

WEBSITE

Components Icon / Action Buttons 7.9 Action BTN Icons can be caret arrows, search icons, forward/ backward arrows calendars, etc.

7.9

7.10

7.10 Action BTN Hover

7.11

7.11 Action BTN Active Check-box menu shown, but list text options and calendars are also available.

WEBSITE

Components Accordions & Text Wells 7.12 Accordions Hover state shown in center. Well expands to reveal paragraphs of copy. Great for organizing dense pages of information into more consumable, organized chunks.

7.12

7.13 Text Wells Can have a single heading with an H5 or smaller pull quote, or a heading and paragraph meant to make important information more consumable.

7.13

Color 1 #F8F8F8 Color 2 #E7E7E7 Color 3 Dashed outline #999999 1pt Stroke

WEBSITE

Components Alerts 7.14 Default Alert Use primarily. The blue is bright enough to really grab attention but not stand out glaringly in any design. Should be used everywhere possible.

7.14

7.15 Medium Alert Rare use. Try to defer to either the default alert, or the high alert depending on the content.

7.15

7.16 High Alert Use sparingly, only for the highest of emergencies, as determined by the Marketing Communication and Web Services Offices.

WEBSITE

7.16

Components Clickable & Non-Clickable Cards 7.17 Clickable Growing On hover these icon cards change background colors and enlarge.

7.17

7.18 Clickable Static On hover these cards change background colors and icon colors.

7.19

7.18

NON-Clickable Icon Red icon color is preferred, but #999999 is also acceptable

7.20 NON-Clickable Number Large numbers should always be red (price tag type style). The non-clickable cards can be formatted in a variety of ways with a paragraph and in line with line separators.

7.19

7.20

WEBSITE

8 Environments 03 ENVIRONMENTAL DESIGN Building Schemas

Environmental Design Biophilic Design

We are the University of the Parks® and our environments need to reflect that by replicating nature and bringing the outside in. This has also shown to have large health and productivity benefits. A backdrop of analogous blues, greens and textures provide a backdrop for our brand reds to pop.

ENVIRONMENTS

Brand Colors

Stay away from using oranges and purples and instead opt for branding colors of red, blue, green, gold, browns, greys, warm greys, and blacks. Avoid large swashes of one color (small accent walls are great) . If you must use a larger area, stay with neutrals, or add texture, like printing color over a wood grain.

Texture Families

We’ve identified categories of texture styles. Presidential (mahoganies), Administrative (dark oak & river rocks), 90’s (light oak), Modern Light, and, Modern Mid. The textures at this point are all over the map but we hope stronger and more intentional considerations will be made in the future.

Business Building 1 Wood Color 2 Textile 1 3 Textile 2

4 Texture 1 5 Carpet 1 6 Carpet 2 7 LVT 1 8 Architectural Feature 9 Paints SW 7102 SW 7642 SW 6204 SW 6180 SW 6871 SW 7036

3 4

Texture Family: Modern-Light 5 6

ENVIRONMENTS

Education Building 1 Wood Color 2 Textile 1 3 Textile 2 1

4 Textile 3 5 Artwork 6 Carpet 1 7 Carpet 2 8 Architectural Feature 9 Paints SW 7036 SW 2842 SW 2814 SW 2818 SW 0005 SW 6127 SW 0066 SW 2821 Texture Family: Modern-Mid

3 4

6 5

ENVIRONMENTS

Geoscience Building 1 Wood Color 2 Textile 1 3 Textile 2 1

4 Texture 1 Photo Prints 5 Carpet 1 6 Carpet 2 7 Textile 3 8 Feature Vinyl Wallpaper

9 Paints Texture Family: Modern-Light

3 4

5 6

ENVIRONMENTS

General Classrooms 1 Wood Color 2 Textile 1 3 Textile 2 1

4 Textile 3 5 Artwork 6 Carpet 1 7 Carpet 2 8 Architectural Feature

9 Paints SW 0000 Texture Family: Modern-Mid

3 4

ENVIRONMENTS

Hunter Conference 1 Wood Color 2 Textile 1 3 Textile 2 1

4 Texture 1 Photo Prints 5 Carpet 1 6 Carpet 2 7 Textile 3 8 Feature Vinyl Wallpaper

9 Paints SW 0000 Texture Family: Presidential

3 4

5 6

ENVIRONMENTS

Center For Politics

Secondary Logo Variations 2.1 PREFERRED USE Mimics SUU's Primary logo with acronym left and text right. Use where possible. White logo for use on colored backgrounds is also provided.

2.1

2.2 STACKED Use when shorter width is needed.

2.2

2.3 BROAD AUDIENCE Use when audience may need more information about SUU, uses the SUU primary logo and uses entity name as sub-text. Great for envelopes.

CENTER FOR POLITICS

2.3

Secondary Logo Variations 2.4

2.4

SOCIAL MEDIA PROFILE IMAGE Replace this for your social profile image, so SUU as an entity can have a unified look for all our official social accounts. Leavitt Center has been allowed a Tertiary Mark, so you have multiple options for use. Either one is appropriate.

2.5

2.5 STUDENT BADGE Not meant for letterheads, but student facing swag like pop sockets and T-shirts to get students excited about the entity.

CENTER FOR POLITICS

Tertiary Logo Variations 1.1

1.1

PRIMARY USE GRADIENT LOGO Always use SUU-Red: 185C or #e91d2d

1.2 SECONDARY USE RED OR BLUE LOGO Always use SUU-Red: 185C or #e91d2d for the SUU Acronym. Blue is Soar-4

1.2

1.3 REVERSED Use Storm-7, SUU-Black, Soar4 or SUU-Red. May also be used over photography if the text remains legible.

1.3

CENTER FOR POLITICS

Tertiary Logo Clear Space Clear space is the empty space, or margin, you must keep between the logo and ANY other element.

1.4

NEVER use the logo over a busy or distracting patterned background, only on a plain white, gray, or neutral/light blue background.

1.4 Minimum clear space is the height of the SUU acronym.

1.5

1.5 Preferred clear space is double the height of the SUU acronym.

CENTER FOR POLITICS

Tertiary Mark Variations 1.6

1.6

PRIMARY USE GRADIENT LOGO Always use SUU-Red: 185C or #e91d2d

1.7 SECONDARY USE RED OR BLUE LOGO Always use SUU-Red: 185C or #e91d2d for the SUU Acronym. Blue is Soar-4

1.7

1.8 REVERSED Use Soar-4, SUU-Black, or SUU-Red. May also be used over photography if the text remains legible.

1.8

CENTER FOR POLITICS

Tertiary Mark Clear Space Clear space is the empty space, or margin, you must keep between the logo and ANY other element.

1.9

NEVER use the logo over a busy or distracting patterned background, only on a plain white, gray, or neutral/light blue background.

1.9 Minimum clear space is double the height of the SUU Acronym.

2.0

2.0 Preferred clear space is 4xs the height of the SUU Acronym.

CENTER FOR POLITICS

Aviation - Tertiary Mark

Secondary Logo Variations 2.1 PREFERRED USE Mimics SUU's Primary logo with acronym left and text right. Use where possible. White logo for use on colored backgrounds is also provided.

2.1

Aviation

2.2 STACKED

2.2

Use when shorter width is needed.

2.3 BROAD AUDIENCE Use when audience may need more information about SUU, uses the SUU primary logo and uses entity name as sub-text. Great for envelopes.

Aviation 2.3

Aviation

TERTIARY MARK

Secondary Logo Variations 2.4

2.4

SOCIAL MEDIA PROFILE IMAGE Replace this for your social profile image, so SUU as an entity can have a unified look for all our official social accounts.

Aviation

Leavitt Center has been allowed a Tertiary Mark, so you have multiple options for use. Either one is appropriate.

2.5

2.5 SU

STUDENT BADGE

Not meant for letterheads, but student facing swag like pop sockets and T-shirts to get students excited about the entity.

TERTIARY MARK

Tertiary Logo Variations 1.1

1.1

PRIMARY USE RED LOGO Uses the bird from the seal, and the primary logo from the secondary logo system.

1.2 SECONDARY USE ON RED LOGO Always use SUU-Red: 185C or #e91d2d.

1.2

1.3 SECONDARY USE ON BLACK LOGO Use Storm-7, or SUU-Black.

1.3

TERTIARY MARK

Tertiary Logo Clear Space Clear space is the empty space, or margin, you must keep between the logo and ANY other element.

1.4

NEVER use the logo over a busy or distracting patterned background, only on a plain white, gray, or neutral/light blue background.

1.4 Minimum clear space is the height of the SUU acronym.

1.5

1.5 Preferred clear space is double the height of the SUU acronym.

TERTIARY MARK

Tertiary Mark Variations 1.6

1.6

ON WHITE Uses the bird from the seal, and the primary logo from the secondary logo system.

1.7 ON COLOR, RED OR DARK Always use SUU-Red, Storm-7 or SUU-Black

1.8 ONE COLOR

1.7

1.8

TERTIARY MARK

Tertiary Mark Clear Space Clear space is the empty space, or margin, you must keep between the logo and ANY other element.

1.9

NEVER use the logo over a busy or distracting patterned background, only on a plain white, gray, or neutral/light blue background.

1.9 Minimum clear space is double the height of the SUU Acronym.

2.0

2.0 Preferred clear space is 4xs the height of the SUU Acronym.

TERTIARY MARK

Southern Utah University Brand Map

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