FIU Robert Stempel College Brand Book by Genesis Sikaffy

BRAND AND CREATIVE CAMPAIGN GUIDE

STEMPEL COLLEGE BRANDING

Introduction

This is a brand and campaign guideline for Robert Stempel College of Public Health and Social Work, simply referred to as Stempel College upon second mention in materials. In addition to the graphics and symbols within, this document also includes identifying features and words that make Stempel College recognizable and compelling to supporters, students, academia and the public. These recommendations are based on the college’s strategic vision, and throughout you’ll find the following resources: brand promise and attributes; marketing pitches; brand strategy and rationale; logo and guidelines; creative campaign language and graphics; font and color recommendations; design templates, as well as design samples for ads, brochures and social media.

HISTORY OF THE BRAND

Stempel College

In 1972, Florida International University (FIU) opened its doors with two buildings on an abandoned airfield. Three founding goals were etched in bronze on one: Education of Students, Service to the Community and Greater International Understanding. An accredited School of Public Health took shape in 2006 to support the University’s commitment to the community, and two years later, FIU amplified this effort with an additional division dedicated to social work.

Today, the interdisciplinary structure of Robert Stempel College of Public Health and Social Work combines the five major disciplines of public health in partnership with dietetics and nutrition, social work and disaster preparedness.

Stempel College unveiled a new home, Academic Health Center 5 (AHC5), on the northeast corner of FIU’s Modesto A. Maidique Campus in 2014. The building, with its wind sail-shaped courtyard, evokes the interconnectivity of the college’s academics and offers flexible research and teaching areas within more than 121,000 square feet. It basks in Miami’s energizing sunlight with an incremental building footprint, alternating sections of glass and molded concrete, and floating spaces. Dr. Tomás R. Guilarte arrived in January 2016 to serve as Dean, ushering in a new era in Stempel College’s history.

Mission

To inspire groundbreaking research and education in public health, dietetics and nutrition and social welfare from within a nurturing academic environment that influences policy and promotes healthy lives—especially for the most underserved—in communities near and far.

Vision

We are shaping the future by integrating our academic disciplines for our students and sharing our innovative research and solutions to promote health and wellness around the world.

Values

We embrace the responsibility to be a force for good for our students and the diversity of our communities through ethical research and problem solving, while educating and serving with courage, integrity, fairness and respect.

BRAND PROMISE

Empowering students to shape the future while strengthening the health of our communities.

Stempel College’s brand promise connects our strengths, positioning, strategy and people with our mission. The framework informs all of our communications:

Stempel College is a pioneering academic institution that inspires groundbreaking research, education, social welfare and policy action to strengthen our communities and empower our students to shape the future, while promoting healthy living in our communities.

BRAND ATTRIBUTES:

PIONEERING: A pioneering spirit drives the college forward. We have a lasersharp focus on making discoveries— in the lab, the classroom and within the community. To maintain this momentum, we are constantly evolving the way we teach, interrelate and tell the stories behind our findings.

INTERDISCIPLINARY: We think across academic boundaries. The college explores the interconnectivity of social, biological, environmental and cultural elements of health and wellness. It’s a kaleidoscope of academic disciplines and lifelong learners from diverse backgrounds. This results in a broader understanding of the issues, and a robust set of solutions.

DIVERSE: Our college is a kaleidoscope of scholars, staff and students from around the world. Our differences bring us closer together in the pursuit of discovery and making meaningful contributions to our communities.

RESEARCH-DRIVEN: Stempel College is home to groundbreaking research programs and centers fueled by faculty, staff and students who parse problems to find answers at an accelerated pace.

COMMITTED TO THE COMMUNITY:

We research and teach to affect positive change in our communities through interventions at every possible level. Our research guides leaders, is translated into policy and processes, and ultimately, serves those who need the most support.

COMMUNICATION PITCHES

Undergraduate Students

You are here to pursue the greater good, and together we can truly make a difference. At Stempel College, your life flows from state-of-the-art laboratories to our very own tropical backyard, where our community partners provide incomparable in-the-field experience with Miami’s diverse population. Our community engagement is complemented by opportunities to learn from esteemed faculty in small class settings. And all of these perks prepare you to tackle the challenges of dietetics and nutrition and social work. You are workforce-ready when you graduate; ready to be a force for good.

Graduate Students

Advancing your education to be a force for good demands dedication and guidance. A master’s degree from Stempel College is a catalyst for practitioners looking to sharpen their skills and scholars gearing up for a doctoral degree. Our three fully accredited disciplines strike a balance between your course work, lab research and practice so you can develop the sophisticated skills you need to become a leader.

Doctoral Students

Pursuing your Ph.D. at Stempel College is an interdisciplinary journey into the most critical health and social welfare concerns of our time. Together, with the support of nurturing mentors who blur traditional academic boundaries, your cutting-edge, relevant and solutions-focused research will help you chase the greater good for our community—and beyond.

Supporters

Promoting a healthy community is our priority, and this drives us to solve the complicated health and social welfare issues burdening neighbors near and far. Our robust research portfolio and initiatives, as well as our emerging preeminent programs, bring students to the forefront of their fields. Together, with your support and through innovative methods, we can all contribute in a meaningful way. Together we are poised for greatness. Together for the greater good.

CREATIVE STRATEGY

DESIGN ELEMENTS

Typefaces

Museo Sans gives a modern and clear appearance for both text and headlines and also comes with a complete family of font styles. Preferred use for headlines, body copy, web text and standard messages.

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Shapes

A kaleidoscope operates on the principle of multiple reflection, where two or more reflectors are placed at an angle to one another. When the eye is placed at one end of the reflectors, the original view from the other side is multiplied into a symmetrical mosaic pattern.

The principles of a kaleidoscope take on a new meaning when compared to the principles of an interdisciplinary institution like ours... where a diverse faculty/staff and student body, in a very diverse location, devote time and energy to contemplating the seemingly endless patterns of life.

We look at the world through different filters (e.g., research, methodology), and what we can achieve together is as infinite as the optics of a kaleidoscope.

Color

Based on FIU’s colors, the Stempel College palette is diverse, contemporary and vibrant. It suggests the notions of innovation, diversity and youth. Transparencies and overlapping shapes/shades are used to create the abstract illusion of a kaleidoscope.

Pantone

Photography

High-tech, clean, and bright-colored” are encouraged. Lab images, close-ups of lab instruments or action shots will bring in a sense of innovation. This should allow the viewer to integrate themselves into the image and want to be the one researching, working in the community, or ultimately, making the change.

Editorial Style

• When talking about the college, always use Robert Stempel College of Public Health and Social Work upon first mention. Stempel College is acceptable beyond that in materials.

• Never use an acronym for the school’s full name. Prohibited: RSCPHSW.

• When using a hashtag for the college on social media, use #StempelCollege.

• When referring to Florida International University (FIU) after the first mention, capitalize University OR use FIU. When referring to the college without the word Stempel, never capitalize college.