Eastern University Brand Guide

C O N T E N T S

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PROMISE

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PERSONALITY

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VO I C E

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I M AG E RY

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IDENTITY

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LO G O

COURAGE

In every generation throughout history, Courage has been sought after, celebrated, needed.

It holds the potential for a life of impact.

At Eastern University, We believe courage isn’t just something you hope for or stumble upon.

We believe courage can be shaped.

Begin your journey at a place that inspires you, Where faith, reason, and justice empower you, Leaders invest in you, your community believes in you, And your life becomes something bigger than it could ever be alone.

B R A N D

P R O M I S E

Nothing inspires the courage to overcome fear more than God’s love.

IF YOU SHAKE HANDS WITH DIFFERENCE-MAKERS around the world, you’ll meet alumni from Eastern University in every profession. Our courageous graduates are CEOs, mayors, social entrepreneurs, authors, and education award-winners.

Since 1925, Eastern University has been the birthplace of inspired action fueled by faith, reason, and justice. Our classrooms may be centered in Pennsylvania, but our impact reaches over 80 countries through the thousands of alumni who have been instilled with the vibrance of Eastern’s mission.

As a leader in Christian higher education, Eastern has a responsibility to maintain its character and principles. You play an important role in living out the mission we hold so dear. Courage is a promise to ourselves as much as it is a promise to the broader community.

Our vision is to turn our passion for faith, reason, and justice into courageous global impact. Nothing inspires the courage to overcome fear more than God’s love.

Thank you for your devotion to upholding our brand mission, values, and commitment to shaping lives of courage. Together, we are living out Eastern University's unique calling.

VISIT EASTERN.EDU/COURAGE

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P E R S O N A L I T Y

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CORE ATTRIBUTES

Our personality is rooted in Eastern's historic pillars of faith, reason, and justice.

courage WE ARE COMPELLED TO uniquely tackle the world’s greatest needs with a courage activated by purpose and preparation.

impact WE ARE COMMITTED to a life of transformative, unexpected, and counter-cultural love and service.

faith WE ARE CALLED to be active participants in God’s ongoing plan to offer new life and hope in the world.

wonder WE ARE CONVINCED that by applying our minds to study and learn, we can discover more of God and God’s heart for the world.

Eastern University | Brand Guide

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V O I C E

positive inspirational intriguing confident playful real

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VOICE AT TRIBUTES

EASTERN’S EDITORIAL VOICE is a reflection of our brand through written word. To that end, all aspects of our communication must remain consistent with our brand personality which is distinctively positive, inspirational, intriguing, confident, playful, and real.

Whether it is an ad campaign, a billboard, or a simple email, all copy should capture our brand in both tone and content, so always keep these characteristics in mind.

Eastern’s core values of faith, reason, and justice can be expressed in powerful ways through this tone. We have something to offer that is genuinely inspiring and intriguing, a product we can be confident will meet real needs, and a solid communal hope in God that allows us to be positive and playful. If you’re falling back on clichés or sounding like every other school, you have the wrong tone. Instead, we encourage you to keep asking yourself, “What do I know about Eastern that is inspirational and intriguing?” Then craft your message confidently, honestly, and playfully to connect in positive ways with real people.

Eastern University | Brand Guide

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I M A G E R Y

Capture the natural side of college living...moments that are joyful, real, and inspiring.

PHOTO ST YLE

Photography helps us make emotional connections. We use it to capture the natural side of college living in candid moments that are joyful, real, and inspiring.

Environments are to be comfortable, casual, and relaxed.

We’re not looking for perfection, but for honest, real people.

Dynamic cropping creates a more interesting composition and increases engagment.

Color should be natural and vibrant.

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Lighting should be natural, preferably the sun.

Studio light should be clean and bright.

V I S U A L

I D E N T I T Y

LOGO & COLORS Eastern University’s logo is a constant reminder and reflection of our mission.

The shield denotes the protection of the Lord over us, while also representing academic strength and the University’s historical legacy. The horizon arch connotes our optimism and a forwardlooking approach to education and the globe, denoting Eastern’s global outreach, impact, and programs.

PRIMARY COLOR SYSTEM Our branded colors enable us to wrap up the traditional roots and rich history we share together into one voice.

PANTONE 208C

COOL GRAY 10C

BLUE

CMYK 32, 99, 61, 26 RGB 140, 29, 64 HEX #8B1C40

CMYK 61, 53, 48, 19 RGB 100, 101, 105 HEX #646469

CMYK 85, 49, 26, 4 RGB 42, 113, 149 HEX #2A7195

SECONDARY COLOR SYSTEM

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PLUM

SE A

CMYK 55, 81, 51, 45 RGB 86, 47, 65 HEX #562F41

CMYK 66, 28, 36, 1 RGB 94, 150, 156 HEX #5E969C

SUNSET

AUTUMN

CMYK 0, 54, 100, 25 RGB 176, 95, 69 HEX #B05F45

CMYK 33, 85, 59, 22 RGB 145, 60, 75 HEX #913C4B

T YPOGRAPHIC ST YLE Three main typefaces are used across the Eastern brand in both web and print.

For the web, we substitute Circular for Roboto. In print, we have one additional secondary font called Rift.

ZILLA SLAB

ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 CIRCULAR PRO

ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 CONDUIT

ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

R O B O T O ( W E B O N LY )

ABCDEFGHIJKLNOPQRSTUVWXYZ 1234567890 RIF T (SECONDARY PRINT)

ABCDEFGHIJKLNOPQRSTUVWXYZ 1234567890

Eastern University | Brand Guide

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L O G O

G U I D E L I N E S

CORE BRAND PRIMARY LOGO

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FULL COLOR

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BL ACK & COOL GR AY 10 C

WHITE

SECONDARY LOGO

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FULL COLOR

BL ACK & COOL GR AY 10 C

WHITE

SUB-BRANDS Eastern's logo can be sub-branded by office, college, department, or center.

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Unit Name 19 25

BRAND EX TENSIONS Brand extentions include our related brands.

of eastern university

Eastern University | Brand Guide

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L O G O

G U I D E L I N E S

LOGO SIZE & CLEARSPACE In order to protect the recognizability of our brand, it is important to keep our logo clear of any other elements. To regulate this, an exclusion zone has been set around the logo. This exclusion zone indicates the closest any other graphic element or message can be positioned in relation to the logo. The shield and company name also have a fixed relationship that should never be changed in any way.

MINIMUM SIZE

1.5” / 108PX

1” / 72PX

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C L E A R S PAC E

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Please give a 0.25’’ minimum amount of space around the logo.

Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.

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C O N TAC T U S If you need assistance or access to brand assets, please contact us at: BRAND@EASTERN.EDU | EASTERN.EDU/BRAND

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University Marketing and Communications 19 25

2019/2020

edition