BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 1
EASTERN KENTUCKY UNIVERSITY BR AND GUIDE
U P D AT E D S E P T E M B E R 2 0 2 6
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ABOUT THIS GUIDE The guidelines in this document have been approved and adopted by the President’s Cabinet for all university communications. The Office of Marketing and Communications (MarCom) is authorized by the President’s Cabinet to ensure that all campus units uphold these guidelines consistently, accurately and in their entirety. MarCom is also authorized to ensure that non-compliance is remediated promptly. If you have a project request or idea that is not addressed in this document, before you begin production, contact MarCom at brand@eku.edu.
The EKU Brand Guide is a living document and will be modified according to the needs of the University. The latest version of this document is always available at eku.edu/brand.
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TABLE OF CONTENTS Brand Strategy.............................................................................................
4
Trademarks, Logos and Usage......................................................................
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Brand Architecture.......................................................................................
31
Text and Color Usage....................................................................................
40
Promotional Assets and Licensing................................................................
49
Resources....................................................................................................
58
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EKU BR AND GUIDE
BRAND STRATEGY
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OUR BRAND A brand is bigger than a logo or mascot: it is a unique platform that defines an organization’s identify and point of view through a collection of distinct traits and guiding principles. In other words, a brand is • The heart of who we are • The promise we make to our audiences and communities • The experiences we create • The story we tell Developed to align with Eastern Kentucky University’s strategic plan, the brand guide is designed to promote EKU’s reputation for excellence and opportunity in knowledge, innovation and transformation for the betterment of the Commonwealth of Kentucky and beyond. These guidelines and principles apply to every interaction, every conversation and every piece of communication we create about the university. Your communications will help convey a consistent and compelling story about EKU.
WHO WE ARE EKU, located in Richmond, Kentucky, is a comprehensive regional university focused on educating the Commonwealth of Kentucky and beyond. With more than 100 degree programs offered both on campus and online, EKU is home to more than 14,000 students. Founded in 1874, EKU has a rich history of removing barriers and increasing access to high-quality education, making us the School of Opportunity.
MISSION EKU is the School of Opportunity where everyone belongs. World-class faculty and staff create opportunities for personal growth through exceptional experiences, to ensure students realize their fullest potential and achieve excellence. EKU graduates shape the success and vitality of their professions and communities.
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OUR FOCUS AREAS TRANSFORMATION EKU is dedicated to transforming lives and communities. EKU’s learning environments support intellectual growth, creativity, empowerment and life-changing experiences by centering access, equity, dignity and respect. KNOWLEDGE Knowledge is at the center of EKU’s commitment to serve our students and community. From academic teaching and learning to experiential co- and extracurricular activities, EKU strategically advances academic and student success programs that support our students. INNOVATION Innovation enhances organizational stewardship, intellectual and creative capacity, and economic vitality within EKU and the communities we serve.
STRATEGIC PRIORITIES Strategic priorities clarify what EKU is focused on achieving, providing a foundation for a strong consistent brand. It helps inform brand positioning and messaging. 1.
Embrace Student Success as Our Purpose
5. Enhance the Campus Beautiful
2. Encourage Focused Academic Investment
6. Elevate the University Brand
3. Emphasize Being an Employer of Choice
7. Energize Collaboration Across the Service Region
4. Ensure Financial Strength
8. Enrich Strategic Partnerships
GUIDING VALUES Guiding values shape how EKU shows up in the world. With strategic priorities, this informs the brand’s positioning, voice, visual identity, messaging, and audience experience—ensuring that every expression of the brand supports EKU’s goals. BELONGING
TRUST
• Community engagement
• Consistency
• Empowerment of people and perspectives
• Effective communication
• Professional growth
• Accountability
• Hospitality
• Efficiency
• Celebration
• Leadership
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COLONEL NARRATIVE An Eastern Kentucky University Colonel is not defined by one trait or derived from a single origin, but rather the moniker is inclusive of a long list of characteristics, experiences and virtues supporting excellence. Reserved for the highest honor bestowed upon a civilian by the governor of our Commonwealth, it signifies noteworthy accomplishments, contributions to society, remarkable deeds and/or outstanding service to one’s community, the Commonwealth or our nation - a statesman or stateswoman. In the spirit of the Commonwealth’s founding, it is also synonymous with those who first pursued opportunity - those pioneers and trailblazers who settled here. In the United States military, and of particular importance to our military-friendly campus community, it signifies the most senior field-grade military officer rank, and represents long-standing, exceptional service - a warrior.
HOW TO REFER TO THE UNIVERSITY EASTERN KENTUCKY UNIVERSITY This is the formal name of the institution. It should be used on first reference in any official university communication. EKU This is the most common reference to the university. It can be used in almost any circumstance. However, if you are speaking to an audience that has not heard of or knows little about EKU, use the full name on first reference. COLONELS The Colonel is the mascot of the university. You can refer to a student, employee or alumni as a “Colonel,” or the student body or a specific group (such as a sports team) as “Colonels.” Do not use any other abbreviation or moniker to refer to the Colonels.
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NOTE: University-wide priorities may strategically utilize alternate verbiage to refer to the institution.
EKU TAGLINES Taglines are repeated phrases or slogans associated with an organization or group. The following are the only institutionally-recognized taglines at EKU: • The School of Opportunity
• Kentucky’s University
• The Campus Beautiful
• Every Path Made Possible
• Go Big E!
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EKU BR AND GUIDE
TRADEMARKS, LOGOS & USAGE
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TRADEMARKS EKU logos registered with the U.S. Patent and Trademark Office include: • All Eastern Kentucky University logos, marks and wordmarks including but not limited to: • Primary EKU logo • Power E logo • EKU Colonels logo • Eastern Kentucky University Colonels Wordmark • Eastern Kentucky University Wordmark • Official Seal of Eastern Kentucky University • Mascot Marks • Athletic marks and emblems Eastern Kentucky University has exclusive ownership rights regarding the use of these emblems as well as the Eastern Kentucky University name. • Use of these symbols for commercial purposes is prohibited without express consent from the university. • Approved use in such cases may include related licensing fees. • These images are intended for the express use of Eastern Kentucky University. • Whenever these emblems are used by university organizations, its affiliates or authorized non-affiliates, the emblems must carry the proper registration marks as shown.
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NOTE: Do not use non-university registered trademarks or imagery resembling trademarks. If you are unsure whether or not something is legally protected, contact MarCom at brand@eku. edu.
PROTECTED VERBIAGE • Eastern Kentucky University® • EKU ™ • EKU Colonels ™ • Colonels ™ • EKU Corbin ™ • EKU Manchester ™ • Go Big E ™
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EXTERNAL USE OF THE BRAND Entities outside the university wishing to use these emblems or the Eastern Kentucky University name for commercial purposes must first secure a contract through the university’s official licensing organization. The images may not be used in publications or web pages intended to disparage the university. Any use of the Eastern Kentucky University logo and graphic symbols constitutes acceptance of the terms and conditions outlined in this document.
LOGO USAGE AND SPACING • Logos and wordmarks are available from EKU Marketing and Communications and must be reproduced from these authorized graphics. • Logos and wordmarks cannot be redrawn, screened, distorted, stretched, reproportioned, embellished, cropped or modified in any way. • Logos should not be scanned from other reproductions or downloaded from any site other than eku.edu/brand. • The registered mark (®) indicates the legal status of the logo as a registered trademark. • No other icon or graphic element should be used with a logo. • Avoid utilizing maroon logos on black. • With the exception of officially licensed products, EKU’s logo and other graphic symbols are not to be used in a manner that suggests endorsement of any product, service, opinion or cause. • All university logos or brand identifying mark are to be surrounded by proper clear zone. No other graphics are to appear within this space without approval. • Adding an outline to any EKU logo is only permitted for embroidery purposes. This rule does not apply to all logos (ex. Colonels Script).
QUESTIONS? Contact the Office of Marketing and Communications at brand@eku.edu.
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PRIMARY EKU LOGO PRIMARY USE: Academic and all-purpose All official university communications should clearly be identified as originating from EKU. As the visual mark most closely associated with Eastern Kentucky University, the Primary EKU logo is the preferred logo for usage in all external and most internal university communications – including academic communications. For the primary EKU logo, the clear space is equal to half the height of the mark.
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POWER E LOGO PRIMARY USE: Alternate mark when University is implied with context The Power E logo is an alternate logo choice which is acceptable if the audience is familiar with the university or if space is restricted. NOTE: With the Power E, more context is required to convey association with the university. This context may be provided in a few different ways: 1.
The arena of an athletic competition where the association is obvious
2. By including “EKU” or “Eastern Kentucky University” in plain text on the same item where the Power E logo appears 3. By location solely on the campus of EKU For the Power E Logo, the clear space is equal to half the height of the mark.
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OFFICIAL SEAL OF EASTERN KENTUCKY UNIVERSITY PRIMARY USE: By authorization only The Official Seal of Eastern Kentucky University is reserved solely for use by the President’s Office. It is reserved for the most formal and ceremonial use cases. The seal is not a logo and is not to be used in place of the primary EKU logo.
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NOTE: If you wish to use the seal, written permission must be obtained beforehand from Marketing and Communications. Those using the seal with permission will have proper reproduction files or materials made available to them, as well as detailed instructions on its permitted usage. Never scan the seal from old documents and attempt to use it. For the seal, the clear space is equal to 1.5 times the height of the mark.
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EKU COLONELS LOGO PRIMARY USE: Athletics The EKU Colonels logo combines the Primary EKU logo with the word “Colonels.” This logo replaces the ) Simplified Colonels Wordmark ( For the EKU Colonels logo, the clear space is equal to the height of the mark, as shown in the diagram below.
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EASTERN KENTUCKY UNIVERSITY COLONELS WORDMARK PRIMARY USE: Athletics The Eastern Kentucky University Colonels wordmark replaces the Full Colonels wordmark ( ), The addition of the word “University” in this logo helps reinforce Colonels with EKU (vs. the geographical region of Eastern Kentucky). For the Eastern Kentucky University Colonels wordmark, the clear space is equal to 1.5 times the height of the mark, as shown in the diagram below.
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EASTERN KENTUCKY UNIVERSITY WORDMARK PRIMARY USE: Athletics The Eastern Kentucky University wordmark clear space is equal to 1.5 times the height of the mark, as shown in the diagram below.
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COLONELS SCRIPT MARK PRIMARY USE: Athletics, Academic and all-purpose NOTE: This mark must be accompanied by an EKU identifier such as the Power E logo or EKU Primary logo The Colonels Script Mark wordmark clear space is equal to 1.5 times the height of the mark, as shown in the diagram below.
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EKU PRIDE LINES LOGO PRIMARY USE: Football Only The EKU Pride Lines logo is a legacy mark permitted for use by the football team only. The EKU Prides Lines logo’s clear space is equal to 1.5 times the height of the mark, as shown in the diagram below.
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TERRITORY MARKS Territory marks will be used to highlight the location of Eastern Kentucky University.
TERRITORY MARK
(CAN BE USED ON GAME UNIFORMS OR OFFICIAL RECRUITING/IN-GAME COACHING APPAREL ONLY)
TERRITORY MARK (FIELD ONLY)
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PRIMARY MASCOT MARK PRIMARY USE: All Purpose The Primary Mascot Mark should be used as the default mascot mark in most applications, particularly within athletics and spirit driven contexts. It provides the most consistent, scalable, and immediately recognizable representation of the mascot across print, digital, and merchandise. This mark should be prioritized whenever space, clarity, and brand consistency are required. NOTE: The Primary EKU Logo remains the primary institutional identifier for Eastern Kentucky University and must be used for official and academic communications, while the Primary Mascot Mark serves as a secondary, athletics focused mark for spirit driven applications and should not replace the Primary EKU Logo in formal contexts. • The Primary Mascot Mark is not permitted to serve as the primary identifier in academic settings, including communications for departments, colleges, or any events that are academic in nature or broadly open to the public.
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SECONDARY MASCOT MARK PRIMARY USE: Selective Athletic and Recruitment Contexts The Secondary Mascot Mark is a secondary, expressive mascot mark within Eastern Kentucky University’s identity system. Unlike the Primary Mascot Mark that serves as the default, high-recognition identifier, the full-body mark is designed for selective use in highimpact applications where added detail and personality enhance the visual message. It should not be used as a substitute for the primary mark.
APPROVED USE CASES Use the Secondary Mascot Mark when: • The mascot serves as the dominant visual element within a design • The design benefits from action, pose or personality • Adequate space allows for full detail and clarity Approved applications: • Gameday and athletics campaign graphics • Select recruitment or spirit-driven materials • Any other use of the Secondary Mascot Mark needs brand approval
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MASCOT MARK GENERAL RULES & REGULATIONS DO’S AND DON’TS: MASCOT MARKS What to do when using the Mascot Marks: • Use the Primary Mascot Mark as the primary mascot identifier in approved athletics, academic, spirit and student engagement applications • Use official, unaltered artwork provided by Marketing and Communications • Maintain clear space and minimum size requirements to ensure legibility
What NOT to do when using the Mascot Marks: • Do not use as the primary or sole identifier for Eastern Kentucky University • Do not use as the primary EKU identifier in strictly formal, academic or administrative communications • Do not alter, recolor, distort or redraw the marks in any way • Do not add effects, outlines or additional graphic elements
ROLE DISTINCTION (PRIMARY VS. FULL BODY) Primary Mascot Mark • Default mascot identifier • Optimized for scalability and frequent use • Used across most apporoved applications Secondary Mascot Mark • Used selectively for emphasis and storytelling • Reserved for specific feature applications
WHEN TO USE THE MASCOT MARK Mascot Marks are intended for: • Athletics • Spirit focused events (Homecoming, Big E Welcome, Commencement, etc.) • Recruitment-focused campaigns
Mascot Marks are NOT intended for: • Academic ceremonies • Institutional announcements • Official administrative communications • Accreditation or policy materials
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MASCOT MARK USAGE EXAMPLES USING THE MASCOT MARK WITH OTHER EKU LOGOS
Any use of a Mascot Mark on merchandise requires a separate imprint area featuring the Primary EKU Logo or approved Institutional Logos. Mascot Marks may not serve as the sole or primary identifier for Eastern Kentucky University for any non-athletic unit without approval.
When used together on print materials, the Primary EKU Logo must remain the primary institutional identifier, while the Primary Mascot Mark should function as a secondary, spiritdriven graphic element. Both marks must appear separately and maintain clear visual hierarchy to ensure the mascot does not replace or compete with the university’s primary brand identity.
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DISAPPROVED LOGO USAGE (Same usage rules apply for Secondary Mascot Mark)
Don’t incorporate the Mascot Mark directly into any graphic without approval
Don’t mockup other EKU logos with the Mascot Mark without proper clear zone
Don’t use the Mascot Mark for specific unit identification in the same imprint area without proper clear zone
Don’t alter the colors of the Mascot Mark
Don’t add additional logos, graphics, or text to the Mascot Mark
Don’t stretch or distort the Mascot Mark
Don’t flip or alter the orientation of the Mascot Mark
Don’t combine the Mascot Mark with an Institutional Logo in the same imprint area without proper clear zone
Don’t remove the interior color of the Mascot Mark
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MASCOT MERCHANDISE & PRODUCTION GUIDELINES DO’S AND DON’TS (MERCHANDISE) What to do when using the ordering materials with the Mascot Marks • Use the Primary Mascot Mark for most merchandise applications • Include an EKU identifier (such as EKU logo or text) on the merchandise item • Scale artwork appropriately for the production method • Choose production techniques that preserve logo clarity • Use licensed vendors and approved files only • Prioritize readability and contrast What NOT to do when using the ordering materials with the Mascot Marks • Do not use the Secondary Mascot Mark at small sizes or embroidery • Do not overcrowd designs with multiple logos or design elements • Do not place logos on low-contrast or visually busy backgrounds • Do not modify or recreate the artwork in any way • Do not substitute mascot marks for the Primary EKU Logo Restrictions (Enforced Across All Merchandise) • Do not alter, redraw or customize Mascot Marks • Do not create new compositions or combine marks • Do not distort, stretch or recolor logos • Do not use unapproved artwork files • Do not use mascot marks to represent academic units or formal university events
PRIMARY MASCOT MARK The Primary Mascot Mark is the standard mascot identifier for most approved applications
Recommended Applications • Hats and headwear • Embroidery and stitched applications • Left chest and small imprint placements • Retail basics and merchandise • Small-format promotional items • Repeat-pattern or multi-use branding systems
SECONDARY MASCOT MARK Expressive mascot mark intended for selective merchandise and recruitment applications
Recommended Applications • One-off apparel and feature merchandise • Limited-run or campaign-specific collections • Spirit-driven or promotional materials • Gameday and fan engagement graphics
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LOGO PAIRING IDENTIFIER GUIDE This guide helps ensure EKU’s logos and marks are used consistently while maintaining clear, recognizable university identification. Use it to determine when an additional EKU identifier is required and which supporting identifiers are approved for each mark. The goal is to balance the flexibility of individual marks with the need for audiences to clearly understand their connection to Eastern Kentucky University.
REQUIRES ADDITIONAL EKU IDENTIFIER?
APPROVED SUPPORTING IDENTIFIERS
Primary Mascot Mark
Yes, unless used in clearly established athletics or spirit environments where EKU identification is already present
EKU Primary Logo, Power E Logo, or “Eastern Kentucky University” text. Legacy Marks do not work as EKU identifiers
Secondary Mascot Mark
Always Required
Power E Logo
Context dependent
May require “Eastern Kentucky University” or “EKU” text in external-facing, low-awareness, or first-impression applications where audience familiarity with the Power E logo may be limited
EKU Primary Logo
No additional EKU identifier needed
Can be paired with any other official EKU logos or be used independently
USING THIS MARK
Selective use only, seek approval from Marketing and Communications
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INSTITUTIONAL LOGOS PRIMARY USE: Campus unit identification Most campus units (including colleges, departments and programs) have an approved institutional logo. These are to be used in print and digital applications when using the primary EKU logo alone is not sufficient to ensure distinction. Institutional logos are provided by the Office of Marketing and Communications. These logos are created with the full institutional area name and utilize the ampersand (&) to keep branding concise. When identifying the institutional area in written form for digital or print projects, ‘and’ is used.
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NOTE: Use institutional logos in digital and print applications to differentiate campus units; for most promotional materials, use the EKU primary logo. For more information on promotional item guidance, refer to the Promotional Assets and Licensing section.
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RETIRED LOGOS AND MARKS To increase brand recognition, all university marketing and communications must utilize official, current logos and marks. Retired logos and unsupported marks diffuse the institution’s brand awareness and create confusion. The marks depicted below belong to EKU but have been taken out of circulation to focus on marks that support the current visual identity.
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NOTE: Do not use retired logos or marks in any circumstance. Use of retired logos or marks will prompt immediate remediation.
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DISAPPROVED LOGO USAGE Alterations to EKU logos violate legal copyright and brand guidelines. Below are examples of alterations that are unacceptable and require remediation. Questions? Contact brand@eku.edu or visit eku.edu/brand.
DISAPPROVED
Error: this logo is missing the power line below the letters. It is not legally protected.
DISAPPROVED
Error: this logo is placed within another graphic element. It is not legally protected.
DISAPPROVED
Error: clear space guidelines are violated, but more importantly, this logo is placed within another graphic element. It is not legally protected.
DISAPPROVED
Error: logos read differently than text. It creates confusion. It is not legally protected.
DISAPPROVED
Error: this logo is stretched and distorted. It is not legally protected and looks unprofessional.
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CUSTOM LOGOS The primary logo is the official mark of Eastern Kentucky University. Institutional logos (as depicted in the Trademarks, Logos and Usage section) allow colleges, departments, programs, centers, institutes and administrative offices to identify themselves and their affiliation with the university. By contrast, a custom logo is any visual design or mark used to uniquely identify, promote, brand or market a campus unit.
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NOTE: Campus units are not permitted to create, commission or use custom logos or mascots without preapproval from the Office of Marketing and Communications Custom logos are allowed only in rare instances. Creation of a custom logo will be considered under the following circumstances: • When an external grant or partnership requires a unique logo and/or results in the formation of a unit • When an administrative unit or auxiliary brand extension has compelling need for a unique identity to complement the university’s brand identity • For special university-sponsored events • For special university-wide initiatives Custom logos will be reassessed every five years for reapproval and/or refresh. A list of preapproved custom logos will be available in the Resources section of this document.
EKU BR AND GUIDE
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BRAND ARCHITECTURE
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PRIMARY BRAND EXTENSIONS Primary brand extensions include a majority of campus units, including colleges, departments, programs, institutes and most centers. The success of the EKU brand identity relies on the clarity and consistency with which it is implemented. Faithfully branding a flyer, website, print piece, etc. builds trust and confidence.
SECONDARY BRAND EXTENSIONS Secondary brand extensions include units such as student organizations and club sports.
STUDENT ORGANIZATIONS
There are two classifications of student organizations permitted to register with Student Life and First-Year Experience: • Sponsored Student Organizations • Voluntary Student Organizations This classification defines the organization’s relationship with EKU.
SPONSORED STUDENT ORGANIZATIONS Sponsored Student Organizations (SSO) have the greatest level of university support and benefits in exchange for the greatest level of accountability to the university. Members of an SSO may request an official university logo, which follows the approved design and may only be created by Marketing and Communications. • Student organizations may not attempt to replicate any EKU trademark. • The primary logo for an SSO may not be co-branded with a parent organization; however, an SSO may opt to independently co-brand in various design applications. • Promotional materials created by active SSOs may utilize their institutional or custom logo, but they must abide by the rest of the guidelines in the “Promotional Items” and “Text and Color Use” section. If an SSO does not utilize an institutional logo, they may develop a custom visual mark that represents their organization; this must be submitted for approval by Marketing and Communications. • Custom logos may not include or incorporate trademarks licensed by Eastern Kentucky University, including logos, without approval from Marketing and Communications. • The phrase “Eastern Kentucky University” is a trademark and cannot stand alone in a design or precede the name of a campus organization, even in its logo; however, the phrase may follow the name (for example: Chess Club at Eastern Kentucky University).
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• They may not include any words, symbols or images that might reflect poorly on Eastern Kentucky University. This is at the discretion of Marketing and Communications. • They may include any symbol that identifies with their parent organization as long as they meet standards outlined by the parent organization. • For SSOs seeking Brand Approval on the design, the faculty or staff advisor should submit the approval form at go.eku.edu/brandapproval. This allows for clear communication, updates and consistent guidance to be provided from our team to the SSO.
HONOR SOCIETIES
Although honor societies have the option to register their student organization through student life, it is recommended that they do so as an SSO status in order to obtain permission to use brand assets. Without SSO status, all honor societies would not be allowed to use EKU marks or approved verbiage.
SSO INSTITUTIONAL LOGO PACKAGE
To request an institutional logo package, submit a request at eku.edu/brand. This logo package is provided by Marketing and Communications and should not be created by student groups. The logo package for SSOs include use of the EKU primary logo and Power E logo, but does not include or permit mascot imagery.
CLUB SPORTS
Club sports are a type of SSO that must abide by additional guidelines. Club Sports must receive approval to design and use custom team/organization logos prior to production. CLUB SPORTS: LOGO USAGE • Like SSOs, Club Sport teams are eligible for an institutional logo package (above). To request an institutional logo package, submit a request at eku.edu/brand. • Club Sports may opt for a custom logo instead of the instituional logo package. Custom logos may not include, or have any alteration of the EKU Primary logo, Power E logo or any other trademark. • Club Sports may use the EKU Primary Logo, Power E logo, EKU Colonels Logo, the EKU Colonels Wordmark and the Alternate Wordmark in accordance with the Trademarks,
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Logos and Usage section as well as the guidelines below. • Use of the Official Seal of Eastern Kentucky University for any purpose requires written authorization from Marketing and Communications. CLUB SPORTS: TEXT AND TYPEFACES • Permissible typefaces are available in the “Text and Color Usage” section of this document. It is suggested for all Club Sports to use Text and Color Usage if it is to be used on uniforms and apparel. • Club Sports may use the text “Eastern Kentucky University,” but the phrase must be represented in its entirety. Do not use “Eastern” or “Eastern Kentucky.” • Club Sports may only use the text “Colonels” when it is accompanied by “Eastern Kentucky University.” • Club Sports that have a varsity counterpart must include the text “Club” preceding or after the name of the sport. Club Sports that do not have a varsity counterpart are not required to include the text “Club.” For the most up to date information, contact EKU Campus Recreation. CLUB SPORTS: UNIFORMS Uniforms are defined as apparel worn during competition. • Uniforms must be distinct from uniforms worn by varsity athletic teams at the institution. This distinction must be achieved in the use of typeface, logos, and/or wordmarks and in many cases the style of the garment. • Uniforms are not required to include the word “club” or the name of the sport. • The EKU Primary Logo must be on all uniforms. CLUB SPORTS: APPAREL AND ACCESSORY EQUIPMENT This section addresses apparel that is not worn during competition as well as accessory equipment. • Club Sports apparel must be distinct from apparel worn by varsity athletic teams at the institution. This distinction must be achieved in the use of typeface, logos, and/or wordmarks and in some cases the style of the garment. • Club Sports that have a varsity counterpart must include “Club” preceding or after the name of the sport on all apparel, and be independent of any EKU trademarks by adhering to logo usage and spacing guidelines. • Club Sports that do not have a varsity counterpart are not required to include “Club” on apparel, but must adhere to logo usage and spacing guidelines. • The EKU primary logo must be on all apparel. • Club Sports may utilize one EKU logo, wordmark or approved team/organization logo on accessory equipment. • Club Sports should only use one of the above logos on an individual item.
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VOLUNTEER STUDENT ORGANIZATIONS (VSO) VSOs have a basic level of access to university support and benefits. These organizations are not operated by nor affiliated with the university. The university does not control or accept responsibility for the activities nor endorse the programs or the members of any VSO. Members of a VSO may develop a custom visual mark that represents their organization. • They may not include or incorporate trademarks licensed by EKU, including logos or icons, without approval from Marketing and Communications. The phrase “Eastern Kentucky University” and abbreviation “EKU” are trademarks and cannot precede the name of a campus organization even in its logo; however, the phrase may follow the name (ie: Chess Club at Eastern Kentucky University). • They may not include any words, symbols or images that might reflect poorly on EKU. • They may include any symbol that identifies with their parent organization (ie: Greek letters, seal or existing logo) as long as they meet any standards outlined by the parent organization. • Members of a VSO may utilize the name of the institution (“EKU” or “Eastern Kentucky University”) in plain text only. • Members of a VSO may NOT utilize official EKU logos and registered trademarks.
AUXILIARY BRAND EXTENSIONS An auxiliary brand closely supports the primary brand but has a mission that deviates from the educational mission of the university. Instead of using the primary brand name and logo as its main identifiers, the auxiliary brand has its own name and logo and references the primary brand and logo in a tertiary position wherever possible in its materials and assets. Auxiliary brands use their own brand guidelines that are created in collaboration with Marketing and Communications to complement the university brand. Auxiliary brand extensions include: • EKU Center for the Arts • Model Laboratory Schools at Eastern Kentucky University • The University Club at Arlington • WEKU
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BRAND EXTENSIONS: EVENTS AND MARKETING CAMPAIGNS Campaigns help us meet strategic and tactical communication goals. Often, campaigns rely on unique visual components that complement the primary brand. These graphic components and treatments help unify an identifiable message on key campus initiatives and boost brand awareness. All campaign and event graphic treatments must be accompanied by the EKU primary logo. Campaigns: • Serve a specific purpose • Focus on specific audiences but can serve to unify many • Focus on outputs such as ads, collateral, social media • Focus on timely short-term goals and trends
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 37
CO-BRANDING Co-branding occurs when the EKU mark is used alongside another entity or logo for a promotional purpose. When co-branding, note the following guidelines: • Observe clear zone space between the two marks (the EKU mark should remain independent of the other mark) • Do not combine or alter the primary EKU logo into a new mark; this compromises the legal status of trademarks COLLABORATING WITH EKU TO PROVIDE EDUCATIONAL ADVANCEMENT FOR EMPLOYEES IS A SMART DECISION.
• Contact the Office of Marketing and Communications for assistance and approval
partner up
TI ME TO
EXAMPLES
Examples below show co-branding that provides correct space and allows each brand to be REPUBLIC represented properly. For athletic co-branding, refer to the Athletics section ofBANK this document.
ADVANTAGE
Some of the world’s most enduring businesses succeed because they invest in employees and their employees embrace a culture of stewardship. This type of culture places the corporate mission before individual. In such environments, employees recognize they are part of something bigger and desire to make the company better than when they arrived. We believe that providing an educational pathway to advancement increases employee confidence, technical skill and loyalty, which allows such cultures to thrive. With this purpose in mind, EKU is offering employers an exclusive, unique educational advantage COLLABORATING WITH EKU TO PROVIDE EDUCATIONAL ADVANCEMENT FOR EMPLOYEES IS A SMART DECISION.
partner up
TI ME TO
KENTUCKY STATE PARKS ADVANTAGE
and cost savings for its employees throughout its enterprise. Embracing the EKU Advantage will provide a wealth of benefits to employees and their families, helping them budget for and fund their higher education degrees. Just as importantly, it will enhance employee benefits and further position the employer as a desirable work place that values education as a means to propel its workforce forward. If you choose to work with EKU as a provider of educational advancement for your employees, we are all in. The time-consuming gauntlet of steps required to enroll, register, and secure financial aid can
Some of the state’s most enduring agencies flourish because they invest in
be diminished when the University is working with the business to assist in enhancing the delivery of
employees and their employees embrace a culture of service. This type of culture
services and training to its workforce. A corporate partnership allows for the mitigation of procedural
places the greater good before the individual. In this environment, employees recognize they are part of something bigger than themselves and desire to make
concerns, easing the stress on the employee in planning their educational need and allowing them to
our State Parks a better place for everyone to enjoy.
devote more time to the work at hand. We believe that building a relationship with the employer to
The time-consuming gauntlet of steps required to enroll, register, and secure financial
provide an enhanced educational experience for corporate employees who seek a certificate, degree or
aid can be diminished when the University is working with our partners to assist in
graduate degree is a value proposition that allows EKU to fulfill its mission while delivering real value to
enhancing the delivery of services and training to its people. A corporate partnership allows for the mitigation of procedural concerns, easing the stress on your people in planning their educational pathway and allowing them to
both the employer and employees. We hope that our delivery of these materials will be the beginning of a dialogue that will result in a long lasting and lucrative partnership for all involved.
devote more time to the work at hand. We believe that building relationships is the key to provide an enhanced educational experience for all who seek a certificate, degree or graduate degree- this is a value proposition that allows EKU to fulfill its mission while delivering real value to the Kentucky State Parks and the people who visit them. We hope that our delivery of these materials will be the beginning of a conversation that will result in a long lasting and lucrative relationship/partnership for all involved.
CONTACT CONTACT Benton Shirey, Director, Corporate Educational Partnerships | Office of Retention and Graduation Benton.shirey@eku.edu | (859) 200-0162 521 Lancaster Avenue | CPO 62, Whitlock Building 416 | Richmond, KY 40475-3163 https://corporate.eku.edu
Benton Shirey, Director, Corporate Educational Partnerships | Office of Retention and Graduation Benton.shirey@eku.edu | (859) 200-0162 521 Lancaster Avenue | CPO 62, Whitlock Building 416 | Richmond, KY 40475-3163
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 38
ATHLETIC CO-BRANDING The primary EKU logo in full color is the preferred mark for most usage applications. Logos should not be altered in any way, including stretching, bending, shrinking, warping or rotating.
NIKE LOGO
NIKE X PRIMARY MARK
X
X
X
X
X
X
NIKE X LEGACY MARK (FOOTBALL ONLY)
X
X
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 39
GRANT-FUNDED PROJECTS AND PROGRAMS All grant-funded projects that seek to use EKU branding must be reviewed and approved by the Office of Marketing and Communications. Marketing and Communications will evaluate requests to ensure alignment with the university’s brand standards and determine the appropriate use of EKU branding based on the terms and conditions outlined in the associated grant or contract. Branding decisions will be made in a way that maintains consistency, protects the integrity of the EKU brand, and honors the obligations of the grant or contract agreement. Grant-funded projects are allowed to use the EKU primary logo and or word mark. The mascot mark is not permitted for use by grant-funded projects. If the grant-funded entity decides to use EKU logos or brand assets, the product must be a primary brand color. If other product colors are desired or required as part of the grant funding, then the product must read “at Eastern Kentucky University” with no marks permitted.
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 40
EKU BR AND GUIDE
TEXT & COLOR USAGE
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 41
BRAND COLORS INSPIRED BY THE APPALACHIA LANDSCAPE AND THE CAMPUS BEAUTIFUL
OUR COLORS A university’s brand colors help identify the university in athletic competition, academic representation and the community. The official Eastern Kentucky University colors are maroon and white. When printing, use the CMYK codes. For digital applications, use the Hex or RGB codes. If an external vendor requires a Pantone designation, first refer them to EKU Maroon; then direct them to Pantone 208C. All branded collateral purchased or acquired by primary brand extensions of EKU must follow these color guidelines including but not limited to: apparel, uniforms, vehicles, signs, promotional items and other key identity elements.
PRIMARY
EKU MAROON
SOLID BLACK
CMYK 15, 100, 37, 45
RGB 0, 0, 0
CYMK 60, 40, 40, 100
HEX 00000
RGB 134, 31, 65
SOLID WHITE CYMK 0, 0, 0, 0
HEX 861F41
RGB 255, 255, 255 HEX ffffff
NEUTRAL ACCENT CMYK 50, 38, 32, 2 RGB 135, 144, 154 HEX 87909A
CMYK 22, 13, 8,0 RGB 197, 207, 218 HEX C5CFDA
AUTUMN ORANGE
GOLDENROD YELLOW
CMYK 9, 80, 97, 1 RGB 220, 88, 42 HEX DC5829
CMYK 0, 26, 84, 0 RGB 255, 198, 88 HEX FFC658
KENTUCKY BLUEGRASS
BOONE BRONZE
CMYK 95, 13, 63, 1 RGB 0, 150, 129 HEX 009681
CMYK 9, 38, 73, 0 RGB 230, 166, 93 HEX E6A65D
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 42
COLOR PROPORTIONS !
NOTE: Neutral and accent colors should never be the dominant colors in a visual design, as they are not identifiable to EKU.
PRIMARY COLORS EKU MAROON SOLID WHITE SOLID BLACK Maroon is our primary color and should be treated as such on all materials.
ACCENT COLORS AUTUMN ORANGE BOONE BRONZE KENTUCKY BLUEGRASS GOLDENROD YELLOW
NEUTRAL COLORS LIGHT GRAY DARK GRAY
ADOBE COLOR LIBRARIES
Download the pre-approved Adobe Color Libraries by use case below. CMYK (FOR PRINT) RGB (FOR DIGITAL)
USAGE RATIO PRIMARY COLORS: (>60%)
These colors are the building blocks of your design, forming the backbone of your composition.
ACCENT COLORS: (<20%)
By utilizing accent colors sparingly, within the range of less than 20% of your color palette, you ensure they remain impactful and eye-catching.
NEUTRAL COLORS: (<20%)
Comprising less than 20% of your palette, they provide a soothing backdrop that allows the primary and accent colors to shine.
USAGE GUIDELINES Use accent colors sparingly, intentionally and always in-context with maroon. ALWAYS use EKU’s primary colors. Using maroon on black is generally discouraged due to limited contrast and accessibility concerns. Such treatments may be approved on a case-by-case basis but should be used sparingly and only when legibility is maintained.
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 43
INSPIRATION FROM THE CAMPUS BEAUTIFUL The new brand colors are a vibrant reflection of the awe-inspiring colors found in nature, both on our campus and throughout the stunning landscapes of Appalachia. Inspired by the breathtaking beauty that surrounds us, we have carefully selected a palette that captures
KENTUCKY BLUEGRASS
AUTUMN ORANGE
GOLDENROD YELLOW
BOONE BRONZE
the essence of our campus. These colors evoke a sense of connection, authenticity and harmony with the environment of Eastern Kentucky. By embracing these natural colors, we aim to create a visual connection that resonates with our community.
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 44
TYPEFACES OVERVIEW Fonts are a pivotal element of brand identity to help distinguish our brand and appeal to our target audience. EKU’s typefaces are versatile and specifically chosen for their ability to cover all typographic needs at the university. Each typeface has a different tone, personality and most importantly, different use-cases. This section clearly illustrates the best use for each font. All branded collateral purchased or acquired by primary brand extensions of EKU must follow these typeface guidelines. When using presentation software such as Google Slides to communicate with external audiences, Bebas Neue is acceptable to use.
TYPEFACE
Barlow
DHARMA GOTHIC Eskorte Latin
USE-CASE
ALL-PURPOSE
TITLES, HEADLINES, AND CALLOUTS
BODY COPY & SUBHEADS
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 45
Barlow 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
Barlow is a slightly rounded, lowcontrast, grotesk type family. Barlow is the primary type family for the EKU Brand. It has 16 styles and should be used in most cases for headlines, sub-headlines, quotes, body copy and callouts.
SENTENCE CASE
ALL CAPS
NUMERALS
Thin Extra Light Light Regular Medium Semi Bold Bold Black
THIN EXTRA LIGHT LIGHT REGULAR MEDIUM SEMI BOLD BOLD BLACK
123456789 123456789 123456789 123456789 123456789 123456789 123456789 123456789
DOWNLOAD https://fonts.google.com/specimen/Barlow
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 46
DHARMA GOTHIC Dharma Gothic is an antiqued sans serif design inspired by vintage wood type while still embodying a modern feel. Dharma Gothic is a bold typeface that would be used for titles, headlines and callouts.
!
NOTE: Always use this font in all-caps.
ABCDEF GHIJKLM NOPQRST UVWXYZ
ALL CAPS
ITALIC
NUMERALS
THIN EXTRA LIGHT LIGHT REGULAR BOLD EXTRA BOLD HEAVY
THIN EXTRA LIGHT LIGHT REGULAR BOLD EXTRA BOLD HEAVY
123456789 123456789 123456789 123456789 123456789 123456789 123456789
DOWNLOAD https://fonts.adobe.com/fonts/dharma-gothic
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 47
Eskorte Latin
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
Eskorte Latin is reserved mostly for body copy and where a more formal mood needs to be expressed. Eskorte is a diligently designed Latin type family with an uncomplicated, engaging poise that conveys a crisp, businesslike tone. Its precise range of styles looks to nononsense efficiency and ease of use by non-designers in the office and textintensive professional environments
SENTENCE CASE
ITALIC
NUMERALS
Regular Semi Bold Bold Extra Bold
Regular Semi Bold Bold Extra Bold
123456789 123456789 123456789 123456789
DOWNLOAD https://fonts.adobe.com/fonts/eskorte#fonts-section
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 48
EKU BR AND GUIDE
PROMOTIONAL ASSETS & LICENSING
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 49
PROMOTIONAL ASSETS WHAT ARE PROMOTIONAL ASSETS?
Promotional assets are customized products that organizations give to current or prospective brand consumers at no cost. This section addresses long-lasting, public-facing materials including but not limited to products such as giveaway merchandise (aka “swag” items) and giveaway apparel.
STRATEGIC FUNCTION OF PROMOTIONAL ASSETS
Developing a Relationship Promotional assets are tools used to achieve a communication objective. Like many other tools such as logos and official fonts or colors, promotional products facilitate the brand’s relationship to a prospective consumer. Advertising The American Marketing Association describes promotional products like advertisements: they provide “latent impressions over time, familiarizing potential customers with a company’s brand and offerings.” In fact, each individual shirt or hat is estimated to generate over 3,000 impressions over the average lifetime per item according to International Promotional Products Association consumer study reports.
BEFORE YOU ORDER
A targeted and intentional approach to selecting the right promotional product increases the odds of success. Before ordering, reflect on the following factors, explained in greater detail on the following page.
GOAL
What specific objective will this product achieve?
LONGEVITY
How soon will someone donate or discard this?
IMPACT
How many people will the products reach? What are intended (and unintended) effects on the EKU brand?
AUDIENCE
How will target audiences engage with the product physically and emotionally? In what contexts?
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 50
Before ordering any promotional product, consider the following factors: 1.
Goal of the product Promotional items are tools to achieve an objective; therefore, they must be aligned to a specific strategic initiative, goal or objective. Some common communication goals and objectives include: • Establishing brand affinity. The product is a touch point that initiates a stronger relationship between a brand and a consumer. • Directing the expression of brand loyalty. The product is a gift given to a brand consumer who has a pre-existing, stable relationship with the organization; it benefits through the amplified emphasis of repetition and intentional curation of the consumers’ expression of loyalty. • Providing an incentive to generate a specific action. The product does not function strategically if the goal of the specific action is not achieved.
2. Longevity of the product In addition to assessing the quality of the product (its durability, craftsmanship, functional and implications to EKU’s brand), consider the average lifetime of the product. How soon will someone donate or discard this item? How often will there be eyes on this product, and for how long? 3. Impact of the product Using the average lifetime of a product above, consider the quantity of the promotional item. Then, consider what kind of reach this product will have: a higher quantity does not necessarily create greater impact. Communication tools, including promotional assets, can have both intended and unintended impacts on brand health and equity. What impacts can you reasonably expect? 4. Audience and context Consider if the goal is targeting internal groups (current students, current faculty, current staff or volunteers) or external groups (prospective students or their families, community members). Then, consider the time, place, event or situation in which a promotional product is given. Can the product be implemented for different use cases? Will the experience be noticeably better because of the product? How will individuals interact with the product throughout the event?
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 51
DESIGNING YOUR PRODUCT After considering the factors that affect a promotional item, use the following guidelines in your design process to ensure your product is clearly connected to the university brand.
!
NOTE: Promotional items must be ordered through an approved vendor AND the design must have approval from the Office of Marketing and Communications prior to production. Incorporating the following guidelines into your design process will help you achieve your communication objectives and clearly connect to the university’s brand. For guidelines on designing with trademarks and logos, refer to the Trademarks, Logos, and Usage section.
UNITY AS ONE EKU Promotional items may feature unique, brand-compliant designs that serve to identify campus units, differentiate products and allow for creative expression. When determining which logo to use in your design, use the table below to aid in the development of your promotional assets.
YES
NO
PRIMARY LOGO AND POWER E LOGO
• • • • • • • • • • • • • •
Apparel Giveaway items Flags Awards and plaques Permanent signage Exterior banners Vehicle signage Office goods Letterhead/stationary Business cards Print pieces (including stickers) Tablecloths Billboards Murals
INSTITUTIONAL LOGOS
• • • • • • •
Staff uniforms/apparel Giveaway items Print pieces (including stickers) Awards and plaques Tablecloths Pop-Up banners Name badges
CUSTOM LOGOS
Contact Marketing and Communications for assistance.
• • • •
Business cards Vehicle signage Billboards Murals
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 52
PROUD TO BE EKU MAROON • All items and designs must prominently feature EKU Maroon (80% or more of the total design). • Accent color(s) can be utilized provided that they do not exceed 20% total of the overall color usage for a full-color print OR 10% for a two-color print. • Choose maroon or another neutral color (black, white, athletic gray, khaki) for the primary base color of a design. • Accent colors are not permitted to the primary base color for any application. • Use of fashion colors and patterns is generally discouraged, but will be reviewed on a case by case basis. • If an item is created for an event that promotes an institutional priority, campus clients can use the primary logo in conjunction with fashion colors/patterns as long as the primary logo remains visible and unobscured when coupled with clear contextual factors listed below: • University-recognized, national awareness effort or recognition • Event theme • Holiday •
For apparel likely to be televised, use solid-colored fabric.
KEEP THE CONNECTION TO EKU • Anytime the wordmark or text “Colonels” is used, the name of the institution must accompany it to create a clearly visible connection. • Eastern is a common term that is used to describe EKU. In most cases, we recommend any promotional item to read “Eastern Kentucky University” - however, if used in design, the EKU Primary logo must be present and visible. • Visual assets, terminology, and acronyms must be university-recognized and must not create confusion in context within the university community. • “Eastern Kentucky” should not be used as a singlar identification for EKU. All text usage should read “Eastern Kentucky University”. • Tablecloths or any semi-permanent signage should include the Primary EKU Logo or an Institutional Logo. • Promo items used for giveaways at events should always include the Primary EKU Logo or an Institutional Logo.
USING FOUNDATION FUNDS • Any items that will be paid for with Foundation dollars must be pre-approved by EKU Office of Development. • When foundation funds are used, EKU branding (marks and colors) should be utilized.
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 53
EXAMPLES OF APPROVED PROMOTIONAL ITEMS NOTE: If you have questions about the new guidelines for promotional materials, please contact Marketing and Communications prior to production.
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 54
JUNE 7-12, 2026 MIDDLE SCHOOL BAND, STRINGS, & PIANO 1
FOSTER
M
US
IC CA M P
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FMC
JUNE 14-20 or JUNE 21-26, 2026 HIGH SCHOOL BAND & STRINGS 1 WEEK
Est. 1936
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Be a Par
t of the T radition
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 55
SIGNAGE Signage holds longevity in brand awareness across campus. The EKU Primary mark is the expectation for any long term use signage, as it helps maintain consistency with brand within facilities. All campus signage with long term use is subject to brand approval. Campus partners must submit all signage projects, both temporary and permanent, to Marketing and Communications for assistance and approval prior to production from an approved vendor.
VEHICLE GRAPHICS Vehicles, box trucks and golf carts are moving billboards for the institution and are considered promotional assets for the university. All vehicles in the campus fleet – with the exception of the EKU Police Department – must utilize the EKU Primary Logo.
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 56
LICENSING Eastern Kentucky University has partnered with Collegiate Licensing Company (CLC) to protect, promote and expand its brand. All vendors (retail and internal campus suppliers) must obtain a license to utilize Eastern Kentucky University marks on any products. By obtaining a license, companies agree to use the university’s name, nickname and logos correctly. They also agree to the review process established with CLC. Licensed products in retail settings are required to have hologram labels which indicate the item as Officially Licensed Collegiate Product. This hologram label is intended to make it more difficult to sell unauthorized products.
INTERNAL CAMPUS ORDERS:
For internal campus orders, campus areas should utilize a contract vendor. A list of current contract vendors can be found at go.eku.edu/vendors. If the campus area would like to use a vendor not on this list, they must obtain approval from purchasing before proceeding.
APPROVAL PROCESS:
Brand Approval is required for an official purchase order and prior to any production. As noted from EKU Purchasing: No work for Eastern Kentucky University shall be performed without a signed, official purchase order from Eastern Kentucky University. Supplying any goods or services for Eastern Kentucky University without a signed official purchase order is done so at your own risk and may not be reimbursed. Once vendor is selected and the quote and artwork proof are available, the campus area should submit the Brand Approval form at: go.eku.edu/brandapproval. Approval may take up to 3-5 business days depending on the use case and design. Once approved, the office of Marketing and Communications will provide accurate documentation for the campus area to proceed with a purchase order.
MISUSE All University Marks should be used as provided. No illustration, recreation or adaptation is permissible as it compromises the registration and or trademark status of the mark. All uses of the Colonel Mark, Mascot, Image or Likeness in reference to the EKU Brand is subject to brand review and approval.
REPORTING MISUSE
If you see the University’s name or marks represented incorrectly, please contact the Office of Marketing and Communications at brand@eku.edu.
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 57
DESIGN CONTEST AND COMPETITIONS Design competitions and/or contests at EKU are an opportunity for the campus community to show their creativity and Colonel pride. With this opportunity comes the importance of rules and boundaries to help guide any potential inclusion of brand identity. It is also imperative to uphold the University Brand Guide and our trademark and licensing agreements when designing, as not to undermine EKU brand integrity or presence on and off campus. Before public promotion of your design contest, please contact Marketing and Communciations to ensure correct guidelines are in place. By participating in the contest, designers give their permission to EKU to modify design elements that do not adhere exactly to the rules and brand guidelines. Selected designs must be reviewed by the university’s brand team for approval before the winner is announced or production of any design is started. These can be submitted to brand@eku.edu.
TARTAN Official tartans – including the EKU official tartan, pictured below – are registered with the International Tartan Registry in Edinburgh, Scotland. The tartan design is woven into fabrics appropriate for a variety of uses including apparel, accessories, decorative items and more.
The official EKU tartan was designed in 2013 by EKU Apparel Design and Merchandising student Hensley Rector, ‘13.
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 58
EKU BR AND GUIDE
RESOURCES
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 59
DEFINING VISUAL ASSETS Marketing and Communications uses industry standard language to increase clarity and be specific about the different kinds of visual assets that help differentiate our brand. While these terms may seem similar and are often used interchangably by the general public, the following terms have different meanings. Using the correct term helps the MarCom team better understand your goals with a visual asset.
TERM
DEFINITION
LOGO
A visual element of a brand that identifies an organization, product, or unit
EXAMPLE
These typically combine text (stylized or plain) AND a mark They are used repetitively in a majority of communications to generate and solidify brand awareness
PRIMARY LOGO
WORDMARK A visual element of a brand that
identifies an organization, product, or unit These are text-only typographic treatments of the name of an organization Like logos, they are used repetitively in communications to generate and solidify brand awareness
MARK
A visual element of a brand that cannot be verbalized (a symbol or illustration); it is used with other elements to identify an organization Like logos, they are used repetitively in communications to generate and solidify brand awareness
DESIGN
PRIMARY WORDMARK
A visual depiction or arrangement that cannot be verbalized (symbols, designs, images, illustrations) NOT used repetitively; only for specific, often one-time use-cases
THE EKU “POWER LINE”
USED IN THE PRIMARY LOGO
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 60
EQUAL OPPORTUNITY STATEMENT All external materials produced by the university must include the Equal Opportunity statement. The placement in a publication may vary depending on the design needs, but in general, the long statement is recommended. The statement may be in a smaller font than the other printed material but must be legible. Fliers distributed only on-campus do not require the statement.
LONG EEO STATEMENT
Any university publication of more than one page (including a publication printed on front and back) must include the full Equal Opportunity statement as follows: Eastern Kentucky University is an Equal Opportunity employer and educational institution and does not discriminate on the basis of age (40 and over), race, color, religion, sex, sexual orientation, gender identity, gender expression, pregnancy, ethnicity, disability, national origin, veteran status, and/or genetic information in the admission to, or participation in, any educational program or activity (e.g., athletics, academics and housing) which it conducts, or in any employment policy or practice.
SHORT EEO STATEMENT
Any university publication printed on one page must include the Equal Opportunity statement (in abbreviated form) as follows: Eastern Kentucky University is an Equal Opportunity employer and educational institution.
GUIDE FOR WHICH STATEMENT TO USE STATEMENT
PUBLICATIONS
Long
Recruitment materials (large multi-page pieces such as viewbooks) Official Reports (business plans, annual reports, Board of Regents materials, etc.) Catalogs Employment package for potential employees Website
Short
Recruitment materials (small pieces such as mini-viewbooks, financial aid brochures, program brochures, postcards, direct mail pieces, posters, etc.) Advertising print ads, posters, flyers, etc. Admission materials (applications, financial aid materials, checklists, etc.)
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 61
LETTERHEAD, ENVELOPES AND BUSINESS CARDS All campus units should use the approved options of the EKU stationery and business cards. Letterhead stationery, business envelopes and business cards will be printed by EKU Printing Services. Special logos, themes or slogans may not be used on official letterhead stationery. Use of letterhead stationery is restricted to official university correspondence. An editable document of the letterhead is also available at eku.edu/in/marketing-communications For assistance with stationery needs, contact EKU Printing Services at 859-622-1490.
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 62
EMAIL SIGNATURES The EKU Signature Generator is a signature tool that enables faculty, staff and student workers to input information and create a professional email signature that aligns with brand standards. When you customize the signature with your personal information, please adhere to the existing layout, formatting and text attributes.
• Do not alter the font size or color of your contact information. • No additions to the email signature are allowed, such as quotations, logos, icons (including social media), or other images. Exceptions would include departmentally mandated notices, such as required confidentiality disclaimers for certain professional positions. • The email background should be all white (no additional graphics or colors permitted without supervisor approval).
APPROVED ALTERNATE LOGOS These logos will appear as alternate options in the generator.
• EKU Academic Colleges • EKU Football • The University Club at Arlington • WEKU
INSTRUCTIONS FOR EMAIL SIGNATURE IMPLEMENTATION You can either visit https://www.eku.edu/in/tools/signature-generator/ or access through MyEKU under the employee tab.
MAC
PC
• In Outlook choose Settings
• In Outlook, click file, and choose Options
• Under E-mail, click Signatures
• Under Options, click Mail, then click Signatures
• You will get a window where you can edit your signature. • Utilize the generator to create a signature • Copy the signature • Paste the signature into the signature box in Outlook
• Create a new or edit an existing signature. • Copy the signature • Paste the signature into the signature box in Outlook
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 63
SAMPLE SIGNATURE DESIGN Font utilized is Tahoma, a widely accessible email safe web-font that closely resembles EKU’s official brand font, Barlow (which is not a designated email safe /web font)
UNIVERSITY PRINTING All printing orders must be processed on campus through EKU Printing Services. If Printing Services is unable to process the order in house, they will manage all off-campus printing. According to Kentucky Revised Statue KRS 57.011, all public printing shall be performed under contract. EKU Purchasing establishes contracts based on a competitive bid process. No off-campus printing jobs will be processed without prior approval from the EKU Department of University Procurement. Any printing order that does not follow this procedure will become the obligation of the ordering individual. University funds cannot be allocated for items that are not in compliance with the standards as set forth in this Brand Guide.
OPTIMIZING YOUR FILE FOR PRINT VIA ADOBE INDESIGN
Adobe PDF presets are standardized settings for InDesign that speed up the process of generating PDF files with preconfigured settings for print. Download instructions and the preset imports below. Use the correct PDF preset based on the presence or absence of bleed.
DOWNLOAD
https://assets.adobe.com/public/40225dd9-aec94566-45ab-683076120478
BRAND GUIDE EASTERN KENTUCKY UNIVERSITY 64
Eastern Kentucky University is an Equal Opportunity employer and educational institution and does not discriminate on the basis of age (40 and over), race, color, religion, sex, sexual orientation, gender identity, gender expression, pregnancy, ethnicity, disability, national origin, veteran status, and/or genetic information in the admission to, or participation in, any educational program or activity (e.g., athletics, academics and housing) which it conducts, or in any employment policy or practice.