Brand Guide living/learning com
munities fall 2011
Pride&Purpose
Opportunity and Foundation
The tagline: Pride and Purpose
Hofstra University delivers a rich, deep academic foundation that is uniquely focused on outcome and application. We attract and guide ambitious students, producing dynamic, successful graduates. The University itself is a dynamic institution, forward-thinking and innovative, working to provide an excellent education for students that prepares them to be productive members of a democratic society. Our brand communicates this experience.
Our tagline comes from the great celebration of our 75th anniversary and our history and traditions. It is also an extension of our previous tagline, “find your edge,” which challenged all stakeholders to reach higher, to use their respective strengths and to strengthen themselves and the University.
We are personable and friendly, with a slightly tenacious edge. We’re upbeat about the future, but grounded in reality. We are very much a community in motion. Excited. Optimistic. Focused. Fearless. And determined, to achieve our aspirations and create a successful future – individually and as a community.
It is also a reminder that we, both individually and collectively, serve greater purposes…as students and leaders, as scholars and members of a greater community. We are part of a democratic society, engaged in service, politics, governance and advocacy, in our respective disciplines and in our role as leaders and learners. Pride has many meanings. First, it reminds us of the lion family, strong, fierce and independent individually, but even stronger in their purpose and loyalty to each other. The sum of the pride is greater than its individual members. Pride also reminds us of our respect for our history and for our fellow students, faculty, alumni and community members; of our collective effort to advance our alma mater to be a better institution tomorrow than it is today, to never stop trying, innovating and changing. Each of us has a purpose; different but no less important; and we find it and strengthen it through our affiliation to Hofstra. In turn, we contribute to Hofstra’s purpose of creating better and more successful people, who are not just successful in their careers but are better leaders, citizens, family members and friends.
The Brand
Brand Guide
Our audiences include: Students Hofstra provides a dynamic, purpose-filled college experience tailored for innately ambitious, outcome-oriented individuals – enabling you to find your purpose and focus your true strengths…giving you an advantage in your career and in life. Your success is defined by you and your dreams. Success is not an incidental benefit of a college education, but the ultimate goal…a reward earned by hard work, dedication and tenacity, and shaped by your dreams and vision for your future. Alumni Hofstra celebrates your achievements and invites you to join us as we build together for an even brighter future. We’ll also challenge you to reach higher. This is a reminder of our shared history; your education and experience; together we find our “pride and purpose” as we surge, together, to new prominence.
Faculty/Staff Hofstra fosters innovation, encourages collaboration and promotes advocacy and purpose at every level of our University – challenging you to help advance Hofstra, and to use your talents to make a positive, formative impact on the lives of our students and their success. Community As an active, engaged part of the community, Hofstra University is a source of pride. We infuse energy (through our graduates and students); contribute to the local culture (through arts & sports); provide a forum for discourse and discovery (through a host of community events) and encourage academic excellence and learning (through a variety of partnerships with K-12 organizations) – sharing our purpose with the larger community.
K e y s ta k e h o l d e r s
Brand Guide
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Motivated Real No-nonsense Hard-working Positive Determined Animated
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Enterprising Enthusiastic Personable Inventive Innovative Adventurous Brave
K e y B r a n d Att r i b u t e s
Brand Guide
From a copy and messaging standpoint, the critical concept is to speak plainly while not overstating or shouting. If there is a benefit, say it. If you have a promise to make, make it quickly and succinctly. All communications should be action-oriented, motivating, smart, optimistic and direct, just like our community and the New York region.
Sample brochure copy
Sample “elevator speech”
Ethics. Perspective. Attention to details. All signs of a successful journalist, and the skills you will develop in the Master of Arts in Journalism program at Hofstra University. Our strong, focused curriculum starts with the fundamentals, and integrates all forms of journalism: multimedia, advocacy, social media, print and broadcast. In the end, you’ll be able to tell a story using all forms of communication, and be prepared to adapt and use tomorrow’s communication tools. We’ll push you to think harder and work harder. And when you’re done, you’ll be ready to meet the challenges a career in journalism brings.
Students who come to Hofstra…they’re motivated. They have drive and enthusiasm, there’s a confidence about them. They believe they can change the world, and they’ll do the work to make it happen. They stand out as individuals but work together. They are friendly, outgoing…involved in the activities that go on all the time here…and creating new ones. They explore their opportunities but are focused...on their future, on the community and on their success. They know what they want out of life, and they know that being at Hofstra will help them get there. They’re willing to work hard to reach their goals and are great advocates for themselves and what they believe in. They have the courage of their convictions. Hofstra isn’t for everyone, but for the ones who “get it” it can make a world of difference.
W h a t Hof s t r a So u n d s L i k e
Brand Guide
Sample headline copy Do More
How you get there matters.
At Hofstra, you’re at the center of everything. So you can do more. Learn more. Be more.
When it’s time to choose an institution of higher learning, set your coordinates to Hofstra University. As the region’s largest private college, Hofstra University enjoys an internationally-respected reputation for excellence. We attract professors and researchers who are at the top of their fields. In fact, Hofstra University students are in the drivers’ seats with hands-on learning opportunities, access to state-of-the-art resources and facilities, and proximity to career opportunities and advanced study. Hofstra University will position you for a promising future.
___ degree programs. ___ clubs and activities. A wellconnected alumni network. And easy 30-minute access to all of the jobs, internships and entertainment New York City has to offer. All from a suburban Long Island campus so beautiful it’s a certified arboretum. If you’re ready to do more with your education, Hofstra University is ready for you. Visit us on the web at www.hofstra. edu/domore.
Pride and Purpose. Hofstra University will get you there. Greater than the sum of its parts. With a rising national reputation and new opportunities in research and the sciences; small classes and a studentfaculty ratio of 14-1 in over a hundred areas of study; world-renowned resources and facilities; hands-on learning opportunities; easy access to the career and internship opportunities in New York City; world-class events and activities; a residential campus that’s a registered arboretum; and financial aid for 98% of students, Hofstra University is more than you expected and all you can imagine. If you do the math, you’ll discover what Hofstra Pride and Purpose is all about.
W h a t Hof s t r a So u n d s L i k e
Brand Guide
Hofstra
Dynamic RGB: 0-84-158 CYMK: 100-69-0-9
Blue
Confident RGB: 0-138-175 CYMK: 83-33-20-1
Blue
RGB: 252-199-48 CYMK: 1-22-91-0
Gold
Blue
RGB: 236-147-1 CYMK: 5-48-100-0
Gold
RGB: 83-198-227 CYMK: 59-1-8-0
Blue
RGB: 195-163-3 CYMK: 26-31-100-1
Gold
RGB: 172-25-17 CYMK: 22-100-100-16
Warm
RGB: 129-0-83 CYMK: 44-100-38-23
Warm
RGB: 0-108-41 CYMK: 89-32-100-24
Hofstra’s logo colors, and primary identity colors. The blue serves as the base color.
Youth RGB: 167-193-227 CYMK: 33-16-1-0
RGB:214-92-25 CYMK: 12-77-100-2
Warm
RGB: 91-135-38 CYMK: 69-27-100-11
RGB: 122-184-0 CYMK: 58-4-100-0
Green
Green
Green
These bold colors are used as accent colors on pieces with an undergraduate or prospective student audience.
These strong, slightly muted colors are be aimed at graduate, alumni and generally more mature audiences.
These candy colors are used for youth audiences, including summer camp.
C o l o r P a l e tt e
Brand Guide
Extraordinary Educators
Find Your
First Step Pride&Purpose
If every journey begins with a single step, you’ll want to make it the right one. And when it comes to choosing a college, the right first step is one that lets you discover your own potential while you explore your place in the world. Whether you are sure of your destination or still searching, Hofstra is the perfect place to start. We’ve put together all the elements that make for not only a good education but also a great educational experience at every level.
Great minds inspire great accomplishments. Our faculty members are leaders in their fields, but they take as much pride in your achievements as in their own.
Personal Attention Hofstra’s average student-to-faculty ratio of 14-to-1 means you get to know your professors, and they get to know you. More important, it means they have the time to challenge you to become the scholar you want to be.
Big Choices With just about 140 undergraduate program options, Hofstra lets you explore new interests while you build the education you need for the life you want. And if you are really ambitious, there are 100 dual degree programs available, including our B.B.A./M.B.A., B.B.A./J.D. and B.S./M.S. in physician assistant studies. Visit hofstra.edu/dualdegree to learn more.
Advanced Technology From our fully wired (and wireless!) campus to the sophisticated technologies integrated into our business, communication and other programs, Hofstra lets you get your hands on real-world equipment and learn what you need to hit the ground running.
Pride&Purpose
State of the University Fall 2011
Vibrant Campus Life
Stuart Rabinowitz, President
We know college is about more than a classroom education. Hofstra’s campus is as dynamic as it is beautiful, with countless opportunities to meet people from around the country and around the world, and an incredibly broad variety of academic, social and cultural experiences happening every week.
Real-World Connections Being only a short train ride from New York City puts you in easy reach of the incredible internship and employment opportunities of the world’s greatest city — not to mention every kind of art, music, theater and other cultural experience you can imagine.
Strong use of color is focused on the photos and splashes of accent color. Additional texture imagery is presented in muted tones to help the focal points pop and create a sophisticated, collegiate, yet modern look.
a message from the
President Thank you for your interest in Hofstra University. As you consider what will be one of the most important decisions of your life thus far, I hope the information here and on our website at hofstra.edu will provide you with a glimpse of the excellent education and campus experience Hofstra has to offer.
Find Your
Purpose Acclaimed American mythologist, author and lecturer Joseph Campbell famously urged students to “follow your bliss” — to discover their own personal passions and pursue them tenaciously. Hofstra’s broad array of programs, as well as our incredible variety of clubs, organizations and volunteer opportunities, gives you the opportunity to follow a path of your own choosing to the future you desire. But what if you aren’t sure what career you want to pursue after college? At Hofstra University, you’ll be in good company. In fact, 25 percent of our students begin as “undecided” and choose a major by their sophomore year. Who knows? You might find yourself in passionate pursuit of a dream you didn’t even know you had! For example …
These are just a few of the exciting roads that start at Hofstra University. To find out more, go to hofstra.edu/admission
You are looking at Hofstra at a very important point in our history. As we celebrate our 75th year, Hofstra has emerged as a major university with national reach and international perspective. Our political and policy symposia have earned the attention of scholars and media alike, culminating in the University hosting the third and final 2008 U.S. presidential debate and offering our students an extraordinary opportunity to participate in one of the most talked about events of the last decade. We have partnered with the nation’s third-largest health care system to launch the Hofstra North Shore-LIJ School of Medicine at Hofstra University in 2011 — New York state’s first new medical school in more than 40 years. And throughout our campus, students in the arts, sciences, humanities, business, and other programs are discovering and developing their potential. As a safe, energized and active suburban campus with strong ties and easy access to everything New York City has to offer, Hofstra has become increasingly attractive to career-oriented students. Our exceptional faculty, many of whom are national leaders in their respective fields, are teachers first and foremost, ready to help launch you into a career you love while instilling a deeper appreciation of how the diverse elements of today’s world interconnect. If you are ready to work hard, learn from the best, and enjoy a college experience full of fun, excitement and opportunity, I encourage you to take the next step right now. Call our Admission Office to set up an interview, take a personal tour of our campus and discover for yourself just what a great experience awaits.
Accent colors would draw attention to headlines, titles and pull quotes, complementing the photos used, while 85% white overlays or pure white spaces give text legibility and separation from the graphic elements.. The colors can also act as drop shadows to add dimension and direct the eyes.
Find Your
Passion Acclaimed American mythologist, author and lecturer Joseph Campbell famously urged students to “follow your bliss” — to discover their own personal passions and pursue them tenaciously. Hofstra’s broad array of programs, as well as our incredible variety of clubs, organizations and volunteer opportunities, gives you the opportunity to follow a path of your own choosing to the future you desire.
“Hofstra helped me prepare for the workforce by giving me some fundamental tools in the classroom that I also managed to apply to my everyday campus life, such as being the Student Government Association (SGA) president and being part of a cabinet overseeing 170 clubs and organizations.”
But what if you aren’t sure what career you want to pursue after college? At Hofstra University, you’ll be in good company. In fact, 25 percent of our students begin as “undecided” and choose a major by their sophomore year. Who knows? You might find yourself in passionate pursuit of a dream you didn’t even know you had! For example … v Immerse yourself in the world of the financial analyst, working the markets with near real-time data in our state-of-the-art simulated trading room. v Rush to gather news and prepare live and recorded radio, TV and online programming in our digital newsrooms and studios. v Hone your language skills in our digital Language Learning Center as you prepare for an international career. v Create magic as a performer, designer or technician working on our world-class stages. v Experience history up close and personal as you meet and network with prominent political, business and academic leaders at our acclaimed conferences. v Work with classmates on engineering design projects, building prototypes, and compete in an end-of-term grand design challenge.
These are just a few of the exciting roads that start at Hofstra University. To find out more, go to hofstra.edu/admission
Sincerely, Stuart Rabinowitz President
B r a n d A P P LI C A T I O N
Brand Guide
Sean Hutchinson ’10 Major: Marketing Home Country: Jamaica, Greater Antilles
“At Hofstra, I learned how to teach middle and high school students while combining my love for math and music during my student teaching experience.”
Bryan Beach ’10 Major: Mathematics Education Hometown: Wantagh, NY
Primary
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T Y P O G RA P HY
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KEY ELEMENTS: 1. Rotating, User-Controlled Graphic Centerpiece 2. Audience Self-Identifiers 3. Global Navigation (with drop-down menus) 4. Search Box 5. Drop-Down Site-Guide 6. Featured Destination Buttons (with drop-down menus) 7. Schools and Colleges 8. Featured Links 9. Social Media Links
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H O M E P A G E DESI G N
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INNER P A G E DESI G N
Brand Guide
KEY ELEMENTS: 1. Graphic Section Identifier 2. Local Navigation (with drop-down menus) 3. Global Navigation (with drop-down menus) 4. Site Tools (with DropDown Site-Guide) 5. Page Tools 6. Breadcrumb 7. Facebook Like 8. University Event Display 9. Social Media Links