FHSU PCE Brand Guidelines

Brand Book

Ver 1.0 - 2024

Professional & Continuing Education

Brand Book

Welcome to FHSU Professional & Continuing Education Brand Guidelines Our brand reflects our dual mission, serving Western Kansas and beyond while embracing innovative educational approaches. Our Professional & Continuing Education (PCE) division exemplifies our commitment to flexible, future-focused learning. Use this guide to articulate the unique value and vision of FHSU PCE—accessible education that transforms lives, strengthens our communities, and meets the evolving demands of the modern workforce.

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FHSU Professional & Continuing Education

Brand Book

Contents

Table of Contents

01 The Brand Defining PCE Brand Brand Values Tone of Voice

02 The Logo Logos Logos Safezone

03 Typography Typefaces

04 Colors Primary Colors Secondary Colors Color Usage

05 Graphic Elements Brand Element Photography Icon Set

06 Badges Badge Design Badges Hierarchy

07 Applications Social Media Website Letter Application

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01

The Brand

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FHSU Professional & Continuing Education

Defining PCE

Brand Book

The Brand

Fort Hays State University’s Professional & Continuing Education is a driving force for empowering lifelong learners through flexible, market-responsive programs.

Professional & Continuing Education (PCE) at Fort Hays State University is a dynamic division that bridges campus and career. PCE offers a range of programs designed to empower learners to upskill and reskill at various stages of their personal and professional journeys. Our unique value lies in our ability to adapt swiftly to changing needs while maintaining the academic quality for which FHSU is known.

At its core, PCE serves as a catalyst for growth within the university and the wider community. By offering microcredentials, certificates, and tailored professional skill development programs (including customized training programs to meet partner organizations’ needs), PCE helps learners acquire specific, in-demand skills quickly and efficiently. Aligning these opportunities for personal development with industry needs triggers a ripple effect of success: advancing careers, closing skill gaps, and propelling economic progress regionally and beyond.

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FHSU Professional & Continuing Education

Brand

Brand Book

The Brand

In all communications, illustrate how FHSU PCE programs create an interconnected environment for growth, demonstrating the real-world impact of professional development.

Vision & Mission FHSU Professional & Continuing Education’s primary outlook is to be the premier provider of transformative continuing education and professional learning through our innovative programs. Our mission is to deliver accessible, high-quality learning experiences that nurture individual growth and professional excellence in a dynamic world.

Strategy Our strategy centers on five key pillars: • To develop cutting-edge programs that address emerging workforce training needs • To provide flexible opportunities that accommodate diverse schedules and career stages • To foster partnerships with industry leaders and campus and community partners to ensure impact • To equip learners with knowledge and necessary skills for long-term success • To provide credentials that validate learning and serve as a record of skill attainment

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FHSU Professional & Continuing Education

Brand Values

Brand Book

The Brand

At FHSU Professional & Continuing Education, these values are not just words—they’re the principles that shape our programs and define our interactions with learners and partners.

Leadership We pioneer innovative approaches to education.

Collaboration We foster partnerships that meet partners’ needs

Passion We’re driven by a contagious enthusiasm for learning.

Diversity We celebrate the rich perspectives of our learners.

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FHSU Professional & Continuing Education

Brand Book

Tone of Voice

The Brand

When crafting communications, balance these elements to reflect a voice that is distinctly FHSU PCE: knowledgeable yet approachable, confident yet humble, professional yet enthusiastic about the transformative power of education.

Inspirational

Inclusive

Professional

We motivate learners to reach their full potential with encouraging language.

Our language embraces diversity and makes everyone feel respected.

While friendly, our professionalism reflects the quality of our programs.

Knowledgeable

Confident

Authentic

We demonstrate expertise in our field with valuable insights and guidance.

We speak with assurance about our programs and their impact.

Approachable

Clear

We communicate honestly and transparently to build trust with our audience.

Our communication is welcoming, making education feel accessible to all.

We explain concepts in straightforward and easy-to-understand terms.

Forward-Thinking

Enthusiastic

We use language that reflects our innovative approach and openness.

Our passion for learning shines through in our positive communication.

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02

Logos

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FHSU Professional & Continuing Education

Logos

Brand Book

Logo

Do not strech or remove elements. Also don’t apply any stroke. Always use a vector format or SVG when possible.

Minimum Size

Print: 10mm height Digital: 30px height

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FHSU Professional & Continuing Education

Brand Book

Logos Safezone

Logo

To ensure the logo remains within its safe zone, maintain a margin of one character’s width around it.

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FHSU Professional & Continuing Education

Logos

Brand Book

Logo

Use the logo primarily in black and yellow. White may be used if needed for clarity or contrast.

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03

Typography

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FHSU Professional & Continuing Education

Brand Book

Typography

Typefaces Book Antiqua

Avenir

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Aa Aa

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04

Colors

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FHSU Professional & Continuing Education

Brand Book

Primary Colors

Color Palette

Ensure the primary colors—yellow and black—are dominant in the design elements, always taking precedence over the secondary colors.

Yellow

Black

#FDB913

#000000

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FHSU Professional & Continuing Education

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Secondary Colors

Color Palette

Use secondary colors to create contrast and visual interest in the design, but ensure they remain secondary to the primary colors in terms of priority.

#253C78

#FEFFFE

Platinum

White

#DDE4E3

Blue

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FHSU Professional & Continuing Education

Color Usage

Brand Book

Color Palette

Below is a guide outlining the recommended prioritization and usage of colors relative to one another.

Blue

White

#FDB913

#000000

#253C78

#FEFFFE

Platinum

Black

#DDE4E3

Yellow

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Graphic Elements

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FHSU Professional & Continuing Education

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Brand Elements

Graphic Elements

The bookmarks serve to illustrate the hierarchy of courses and also function as a key branding element.

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FHSU Professional & Continuing Education

Photography

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Graphic Elements

Opt for candid, natural photos and avoid posed shots or unnatural color schemes.

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FHSU Professional & Continuing Education

Icon Set

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Graphic Elements

Choose fine line icons for a clean and streamlined look. Avoid overly complex, rounded, or three-dimensional icons.

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Badges

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FHSU Professional & Continuing Education

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Badges Hierarchy

Enrichment

Competency

Foundational

Badges

Below is the badge hierarchy system that categorizes the courses.

Competency

Intermediate

Competency

Advanced

digital

Certificate

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FHSU Professional & Continuing Education

Brand Book

Badge Design

Badges

Below is the badge structure design. All new badges should adhere to this same format.

FHSU Logo

Competency Level Icon

Course

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FHSU Professional & Continuing Education

Foundational Badges

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Badges

Below, you’ll find the foundational level badges offered by FHSU.

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FHSU Professional & Continuing Education

Intermediate Badges

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Badges

Below, you’ll find the intermediate level badges offered by FHSU.

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FHSU Professional & Continuing Education

Advanced Badges

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Badges

Below, you’ll find the advanced level badges offered by FHSU.

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FHSU Professional & Continuing Education

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Digital Certificate Badge

Badges

Below, you’ll find the digital certificate level badges offered by FHSU.

Robbins Banking Institute

The addition of blue to the badge signifies that this is a credit-bearing certificate.

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Applications

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FHSU Professional & Continuing Education

Social Media

Application grid

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Applications

Below is an example of the logo grid and safe zone guidelines for use on social media profile images.

Fort Hays State University

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FHSU Professional & Continuing Education

Brand Book

Social Media

Fort Hays State University

Applications

Below are examples of social media designs incorporating FHSU’s brand elements.

Fort Hays State University

Fort Hays State University

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FHSU Professional & Continuing Education

Website

Brand Book

Applications

Below are examples of user interfaces incorporating FHSU’s brand elements.

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FHSU Professional & Continuing Education

Website

Brand Book

Applications

Below are examples of user interfaces incorporating FHSU’s brand elements.

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FHSU Professional & Continuing Education

Letter

Brand Book

Applications

Below are examples of letterheads and related letter designs.

Lorem Ipsum

Lorem Ipsum Dolor Amet

TO

Ms. Lorem Ipsum (Lorem Ipsum) 123 Lorem Ipsum Lorem Ipsum Dolor 12345

Dear Ms. Lorem Ipsum

November 2nd 2029

Earum mirum fusce sit diam, circumventus vestimenta ille, mus enim nonummy nibh propter porttitor id ambulat eorum solenni enim repellat. Te odit odio ad nulla dubiae, glaebam rerum gentium enim potentia tol

Sincerely

Lorem Ipsum Ms. Lorem Ipsum

Lorem Ipsum

+00 123 4567890

Email@example.com

123 Street Name, City State Name, Country 12345

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FHSU Professional & Continuing Education

Applications

Brand Book

Letter

Below are examples of letterheads and related letter designs.

Lorem Ipsum

Lorem Ipsum Dolor Amet

TO

Ms. Lorem Ipsum (Lorem Ipsum) 123 Lorem Ipsum Lorem Ipsum Dolor 12345

Dear Ms. Lorem Ipsum

November 2nd 2029

+00 123 4567890 +00 123 4567890 yourinfo@example.com www.example.com 123 Street Name, City Name State, Country, 45678

Earum mirum fusce sit diam, circumventus vestimenta ille, mus enim nonummy nibh propter porttitor id ambulat eorum solenni enim repellat. Te odit odio ad nulla dubiae, glaebam rerum gentium enim potentia tol

Sincerely

Lorem Ipsum Ms. Lorem Ipsum

Lorem Ipsum

+00 123 4567890

Email@example.com

123 Street Name, City State Name, Country 12345

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FHSU Professional & Continuing Education

Application

Brand Book

Applications

Below are poster designs that utilize the bookmark hierarchy to differentiate between designs and courses.

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FHSU Professional & Continuing Education

Application

Brand Book

Applications

Below is an example of branding applications on a billboard.

Thank You

Thank you for taking the time to explore and understand the FHSU Professional & Continuing Education brand guidelines.

Your commitment to maintaining our brand integrity is integral to our mission to provide transformative, accessible educational experiences.

Our brand reflects the promise we make to our learners.

Every interaction is an opportunity to bring this promise to life. We encourage revisiting these guidelines often. Together, we ensure that the FHSU PCE brand inspires and empowers learners to upskill, reskill, and thrive in an ever-changing world.

Thank you for joining us as we champion lifelong learning.