Staffordshire University Students' Union Brand Guidelines Pack

Brand Guidelines December 2017 Your official style guide to Staffordshire University Students’ Union brand Any enquiries please contact unionmarketing@staffs.ac.uk

Contents Brand Ethos .......................................... 3 Logo Application ................................ 4

Logo Application continued

Logo Application continued

Logo Application continued Colours .................................................... 8 Typefaces ............................................... 9 Imagery .................................................. 10 Sub-Brands ........................................... 11

Main Students’ Union

Student Voice

Student Engagement

Sustainable Union Venues

Venues continued

Students’ Union Advice Centre Campaigns

Brand Ethos Staffordshire University Students’ Union is...

We are not-for-profit

Why we do it?

All the profit Staffordshire University Students’ Union makes goes back into the organisation to help achieve our mission: that every student will be proud to be Staffs.

Staffordshire University Students’ Union believe that all students should have the best possible experience while they are studying at Staffordshire University.

What we do?

Everything Staffordshire University Students’ Union does, from the advice centre, to clubs and societies and Union shops, is here to make it’s members time at Staffordshire University the best it can be.

How we do it By electing a student officer team each year, they ensure all students are at the heart of all decision-making processes.

The student officer team represents all Staffordshire University students’ views to the University Executive.

Our Values Putting Students First Harnessing Creativity Enabling

We are committed to...

- Providing a range of services that will positively impact all students.

Acting Responsibly Inclusive

Friendly

- Ensuring that the University and Students’ Union are accountable to students and are responsive to change.

- Representing students’ academic interests and supporting students to develop skills to improve their future career prospects.

- Running several campaigns throughout the academic year, to understand the needs of members.

3

Logo Application Staffordshire University Students’ Union logo can be used in four colour variants.

How our logo should be used:

Internal

External

Full colour For use on a white background only.

Black and white For use on black and white (mono) documents only.

Green For use on a white or light colour background only.

White Out For use on a black or dark coloured background only.

4

Logo Application continued Main Students’ Union logo It is important that our logo is clearly visible and legible to help build brand recognition to our audience. To ensure correct usage of our logos refer to page 4.

Our logo should be in proportion to the artwork used, with 50 mm above and below and no smaller than 5cm.

5cm

Students’ Union Newsletter

Website Home Page: www.staffsunion.com

Twitter home page: www.twitter.com/StaffsUnion

Facebook page: www.facebook.com/staffsunion

5

Logo Application continued Main Students’ Union logo In addition to online marketing, our logo is used for various print and online communication including letter heads, business cards and email signatures.

Our logo should be used consistently to ensure a strong brand identity.

These examples are often shared with external clients so in this instance the external logo should be used to ensure clear communication.

Front of business card

Back of business card

Claire Wilkinson - Name Marketing Co-ordinator - Job Title Staffordshire University Students’ Union - Company T: 01782 295775 - Direct number E: claire.wilkinson@staffs.ac.uk - Direct Email Letter header

/staffsunion

staffsunion

union@staffs.ac.uk

@staffsunion

staffsunion

01782 294629

Email signature Letter footer

6

Logo Application continued When using our logos please do not: - Change the colour of any part of the logo - Rotate the logo - it must always be horizontal - Apply shadows, colour, or any other effects - Warp or distort any part of the logo including removing the ‘union man’ - Apply the incorrect version of the logo to a

THE STUDENTS’

background colour or image - refer to page 4

UNION

- Change the colour of any part of the logo - Substitute any part of our logo for something else - Recreate any part of the logo - change the font, style or size - Use the internal logo for external use - Have the logo perceived to be an addition to any artwork created by placing other items too close.

The logo must seem integral and not an afterthought.

These rules must also be applied to any sub-brand logos that the Students’ Union is associated with.

7

Colours Primary colours...

Secondary colours...

We use these three primary colours within the main Students’ Union logo.

Using these three colours maintains our consistency throughout our brand.

We use these secondary colours within any artwork associated with the main Students’ Union logo.

Print

C 68, M 0, Y 88, K 0

Web

R 88, G 177, B 74

Hex # 57b14a

Print

Print

C 0, M 0, Y 0, K 0

C 0, M 0, Y 0, K 100

Web

Web

R 255, G 255, B 255

Print

C81, M45, Y89, K50

Web

R 0, G 0, B 0

R 43, G 74, B 41

Hex #

Hex #

Hex #

000000

ffffff

Print

C41, M34, Y32, K27

Web

R 134, G 132, B 133

Hex #

2a4929

868485

Sub-Brand colours...

We use these colours within our sub-brand logos.

C 77, M 0, Y 90, K 0 R42, G 169, B 74 Hex # 29a849

C 49, M 0, Y 88, K 0 R151, G 195, B 67 Hex # 97c342

C 67, M 57, Y 53, K 57 R 63, G 63, B 64 Hex # 3e3f40

C 84, M 65, Y 42, K 36 R 50, G 67, B 89 Hex # 314358

C 74, M 40, Y 4, K 0 R 72, G 133, B 193 Hex # 4785c0

C 42, M 18, Y 7, K 0 R 159, G 189, B 218 Hex # 9ebcd9

C 23, M 100, Y 100, K 19 R 166, G 26, B 23 Hex # a61a16

C 11, M 100, Y 81, K 3 R 166, G 19, B 45 Hex # d0132d

C 0, M 55, Y 93, K 0 R 241, G 135, B 31 Hex # f1871e

C 6, M 36, Y 92, K 0 R 238, G 171, B 31 Hex # eeab1f

C 85, M 20, Y 96, K 6 R 15, G 136, B 61 Hex # 0f883d

C 6, M 12, Y 76, K 0 R 246. G 216, B 82 Hex # f6d851

8

Typefaces Print Font: Headings

Futura Bold Oblique pt 30 ABCDEFGHIJKLMNOPQRS TUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Sub Headings

Futura Heavy PT 18 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Body Text

Futura Light PT 12 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Web font: Raleway

Raleway ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

We have chosen Futura as our main typeface for all print communication materials and Raleway as our main web font.

These fonts have been chosen as they are clear, easy to read, and for their versatility on PC and Mac.

For the Web: - For main headings use Raleway bold pt 50 - For main subheadings use Raleway bold pt 36 - For smaller subheadings use Raleway pt 14 - For main body text use Raleway pt 11

9

Imagery Good Imagery The Students’ Union aims to be “Proud to be Staffs”, all imagery that the organisation uses must be representative of this statement and of its values and members.

Pictures should show students highly engaged in the specific Students’ Union activity.

Whether that be smiling during Welcome Week, interested in a training session or dynamic in their chosen sport.

Please refrain from using pictures of disinterested members.

Always use high quality full colour images and refrain from using thumbnails where possible.

Putting Students First Enabling Inclusive Harnessing Creativity

Acting Responsibly Friendly

Bad Imagery Do not use either poor quality or poorly taken images - make sure that the focus point is crisp, the image is not slanted or too dark and that the image will scale appropriately.

Additionally, do not use stock-style images.

10

Sub-Brands The Students’ Union has internal and external logos which are used for all correspondence.

In places where use of our main logo may not be appropriate, separate logos for sub-brands can be used.

There are a number of different sub-brands, which each have their own logo for different venues, student engagement, advice and campaigns.

If you would like to create a new sub-brand or if you feel a new sub-brand is required, you should consult the marketing manager.

New identities, where appropriate, should use elements from the main brand such as font choices and colour palette.

11

Main Students’ Union Staffordshire University Students’ Union is a member led organisation that strives for the best experience for students, the Union is here to represent and support students, as well as offer social spaces for students to enjoy.

The Students’ Union uses the ‘union green’ as its prime colour. The main Universities brand colour is red, so the green makes it clear for students to differentiate between the two. Green symbolises renewal and growth, as well as being the colour for creativity.

Using this colour throughout the Union enhances our uniformity and brand identity.

The main Students’ Union has additional logos to use on online and in print to promote key campaigns including the following: - Leadership Race - Impact Report - Strategy 20/20 - Proud to be Staffs - Union man button

12

Student Voice Student Academic Reps Academic Reps are in place to represent the views of all the students. Therefore the logo needs to be professional, representative and look in uniform with the main Students’ Union branding.

Better Staffs Forums Is an open meeting which all members can attend.

The logo should therefore be inviting and welcoming.

Student Voice The student voice team represents academic interests, ambitions or issues. This is shown via the logo, which is informal, personal and is a speech/thought bubble to demonstrate ideas, development and feedback.

Liberation Networks The Students’ Union is committed to representing the interests of minority student groups. Different pieces of the jigsaw represent different groups, all coming together to create a complete network.

13

Student Engagement Societies Societies are student led groups that offer students the opportunity to continue their hobbies, learn new skills and meet like-minded people. They have the freedom to create and design their own logo, appealing to their own members and group values.

Student Media There are two big opportunities for you to get involved within student media: OMG (One Media Group) and Staffs TV. These are linked more closely with the University and Students’ Union, compared with societies and demonstrates this through the colours used in their logos.

Volunteering The volunteering logo is designed to attract students who want to develop their skills and add experience to their CV. This should therefore be approachable, professional and engaging. Blue is usually used to demonstrate awareness, openness and spirit.

BUCS British Universities & Colleges Sport (BUCS) is the national governing body for Higher Education sport in the UK, a membership organisation. As an external brand we have no control over their logo, but any sporting material created by the Students’ Union should compliment their branding.

14

Sustainable Union At Staffordshire University Students’ Union, environmental sustainability is linked to our strategic aims.

We have many different sustainable campaigns running throughout the year including: - Dr. Bike - Green Impact - Meat-Free Loyalty Scheme - Student Turn Off - The Great Donate Some of these are national campaigns so branding for internal campaigns should compliment and enhance these. If the campaign is run across campus or is associated with a specific Students’ Union area, then the logos should be incorporated appropriately.

You can view more information about our sustainable campaigns here: www.staffsunion.com/sustainability

15

Venues All our venues are based at our College Road and Leek Road University sites.

College Road: - Ember Lounge - Students’ Union Reception, offices and advice centre - GreenPad Lettings - Students’ Union Shop - Squeeze Box Squeeze Box is a vibrant and comfortable outlet, providing great service, quality and value. To demonstrate the freshly prepared and healthy food options they offer, they include fruit within their logo. Unlike other Students’ Union venues, this venue has a square image, which is optimised for social media - it may be beneficial to consider this for other brands and venues.

GreenPad is owned and run by Staffordshire University Students’ Union, this is a free service for students to secure good quality and affordable accommodation. As this brand offers a specific service, the logo reflects this.

Ember Lounge provides hot and cold meals throughout the day. The newly renovated venue offers comfort and is a great place to socialise with friends, which is reflected in the “lounge” name.

Our uniform for all our venues displays the venue logo on the front on the left side and the union man on the back.

left chests at 100mm wide

backs at 300mm high

Example of Ember Lounge Uniform

16

Venues continued Leek Road - LRV (Leek Road Venue) - Verve - Students’ Union Shop Verve is a modern, affordable American styled diner, which offers students a great place to relax and enjoy freshly cooked food to order. The horizontal lines in the logo suggests feelings of calm and ease as objects parallel to the Earth are at rest.

LRV is the Students’ Union nightclub venue.

Every Wednesday, LRV becomes home to Gobble and every Friday our brand new club night Eclipse, which plays the latest dance and house music.

LRV and Verve are both a short walk from our Halls of Residence, so students can pop in for food and drink any time of the day or evening.​ Students’ Union Shops both use the main Students’ Union branding. However, they do not have their own specific logo.

17

Students’ Union Advice Centre

The Students’ Union Advice Centre is a stand-alone service from the University and the Students’ Union and advises on: - Housing - Benefits - Academic Regulations - Employment Rights - Wellbeing Support.

The logo for this service therefore represents professionalism, independence and shows it’s an impartial service.

Money Doctors One example of a service that the Students’ Union Advice Centre provides is Money Doctors, which offers specialist debt counselling and money advice.

The branding for this service shows a doctors stethoscope, which like a traditional doctor, represents a professional service, which supports clients to improve their health (in this case financial).

18

Campaigns At the Students’ Union various campaigns are ran throughout the year.

Be Safe This is an ongoing campaign aiming to raise awareness of safety on and around campus. This campaign is aimed at all students so is more general and incorporates the main ‘union green’ colour.

Food Hub The Students’ Union Food Hub is aimed at specific students who find themselves without food and in need of some assistance. This is represented by the logo, which incorporates cutlery and food icons.

High-5 Preferendum This is an oppertunity for students to rate their five top priorities for the academic year. The logo is a hi-5 hand, which is a play on words for the name of this campaign, as well as represents being engaging, friendly and fun. It also uses the ‘union green’ to show that it is a campaign ran by the Students’ Union.

You Can This campaign is ran to improve mental health through sport. This campaign uses the union man within the logo to identify this to the Students’ Union and inspiration was taken from the This Girl Can national campaign.

19

This publication was produced by Fay Sawyn in December 2017.

This document is accurate at the time of going to press. Š Staffordshire University Students Union 2017.

/staffsunion

staffsunion

union@staffs.ac.uk

@staffsunion

staffsunion

01782 294629