Henderson Brand Toolkit

BRAND TOOLKIT

LOGOS AND USAGE

The brand toolkit outlines the framework and proper usage of Henderson State University logos. The consistent use of the logo and trademarks strengthens the recognition of the Henderson brand. When used correctly and appropriately, the elements of our brand convey a sense of the organization’s quality and increase public awareness of our mission.

Academic Mark—Primary Logo

The primary logo for Henderson State University is the academic mark. This logo features the Centurium, a South Lawn landmark and gift from the Class of 1990 to celebrate the university’s centennial. Also featured prominently in the academic mark is 1890, the year that Henderson was established as what was then called Arkadelphia Methodist College. The academic mark is available in vertical and horizontal versions.

WHEN TO USE:

Email signatures, general correspondence, presentations, brochures and other publications, general signage, university social media accounts, promotional items, wearables

Henderson + Arkansas State University System Logo

The Henderson + Arkansas State University System logo celebrates the university’s connection as a member of the ASU System. The Henderson + ASU System logo should be used for formal correspondence and is available in vertical and horizontal versions.

WHEN TO USE:

Letterhead, business cards, envelopes, formal correspondence/reports for accrediting bodies, government agencies, etc.

LOGO FORMATS AND REQUIREMENTS

The Centurium and the logotype Henderson State University should not be separated.

Clear Space Requirements

To maintain the logo’s visual integrity, the area surrounding the entire logo should be clear of other elements by maintaining minimum space requirements. Please maintain a 0.25” of clear space around the logo at all times.

Centurium Logotype

Smallest Logo Size Allowed

The smallest size allowed for the vertical format of the academic mark is 1.125” and 2.25” width for the horizontal version.

The smallest size allowed for the vertical format of the Henderson + ASU System logo is 1.125” and 2.25” width for the horizontal version.

Anything smaller than these sizes will affect the visual integrity of the logo and make the logotype difficult to read.

Unacceptable Logo Usage

The logo should not be modified, altered or corrupted in any manner. Below are examples of incorrect logo usage.

Do not compress the logo

Do not stretch the logo

Do not remove parts of the logo

Do not alter color of the logo

Do not add effects like drop shadows, emboss or outer glow effects to the logo

Do not place logo on busy background

Office of Marketing & Communications

Do not add element to the logo

Do not box-in the logo

Proper Logo Color

When possible, use the CMYK logo on a white background or on any light color backgrounds. When printing in black and white, the all-black logo should be used. If the background is dark or color, use the white logo.

Please note that other colors from the color palette should not be used to reproduce the logo. Some examples are shown below.

CMYK Logo Black Logo White Logo

Identifiers

When a department or program has a graphic element that is used to represent it, this is referred to as an identifier. Identifiers are presented in a logo lock-up.

Limited use of identifiers by departments and programs is permitted for recruitment banners and signage, exhibit tablecloths and displays, and department or program-specific brochures/ other publications.

Sample Identifiers

FONT AND TYPOGRAPHY

Typography is an integral part of our visual identity. To ensure that our brand grows to reach its full potential, it is essential that all communications have a consistent look and appearance, including font choice and usage.

The fonts chosen for Henderson State University complement the logo and were chosen based on universal usability and compatibility with both Macintosh and Windows operating systems.

Please note that the Henderson logo contains customized typography. The lettering is used exclusively in our logo to preserve its distinct visual identity.

Serif Font

Georgia family consists of four different fonts ranging from regular, italic, bold and bold italic.

Georgia Normal

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

123456789!@#$%^&*

Georgia Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

123456789!@#$%^&*

Georgia Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

123456789!@#$%^&*

Georgia Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

123456789!@#$%^&*

San Serif Font

Franklin Gothic family is very large. The Franklin Gothic weights used in the Henderson brand are book, medium, demi, heavy, book condensed and demi condensed.

Franklin Gothic Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

123456789!@#$%^&*

Franklin Gothic Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

123456789!@#$%^&*

Franklin Gothic Demi

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

123456789!@#$%^&*

Franklin Gothic Heavy

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

123456789!@#$%^&*

Franklin Gothic Book Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

123456789!@#$%^&*

Franklin Gothic Demi Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

123456789!@#$%^&*

Sentence Justification

Henderson State University type should be left justified and ragged right. This means text is formatted to be evenly aligned (flush) on the left side and unevenly aligned (ragged) on the right.

Example

Example of left justified and ragged right type. As you can see the left of the type is flush and lines up perfectly. The right margin of this paragraph does not line up and some text lines will be longer or shorter than others.

Hyphenation

Hyphenation is the process that divides words at the end of a line when needed. When type is formatted ragged right, hyphenation should not be used. Turning off hyphenation will result in body text that is easily read.

Good body copy treatment

Founded in 1890, Henderson State University is committed to preparing students for employment in high-demand fields in Arkansas and our region. The university encourages scholarly and creative activities in a caring, personal atmosphere that reflects the university’s motto for more than a century, “The School with a Heart.”

Undesirable body copy treatment

Founded in 1890, Henderson State University is committed to preparing students for employment in high-demand fields in Arkansas and our region. The university encourages scholarly and creative activities in a caring, personal atmosphere that reflects the university’s motto for more than a century, “The School with a Heart.”

COLOR PALETTE

The palette is composed of two levels of color — primary and secondary colors. The palette reflects colors that best embody our brand across multiple platforms. The primary colors serve as foundation colors, while the secondary palette is best used as accent colors. Please use the RGB or hex values to create digital pieces such as PowerPoint presentations and images. Use CMYK or Pantone values for printed materials.

Primary Colors

PMS 201

CMYK 7/100/68/32

RGB 157/34/53

HEX #9D2235

Secondary Colors

BLACK CMYK 0/0/0/100

RGB 0/0/0

HEX #00000

PMS COOL GRAY 1 CP

CMYK 4/2/4/8

RGB 217/217/214

HEX #EFF0F0

PMS COOL GRAY 7 CP

CMYK 16/11/11/27

RGB 151/153/155

HEX #A2A4A6

PMS COOL GRAY 9 CP

CMYK 30/22/17/57

RGB 117/120/123

HEX #4D4D4F

VISUAL IDENTITY

Letterhead

Letterhead is one of our most visible communication tools and one of the simplest ways for us to build our visual identity. Letterhead can be ordered from Arkansas State University Printing Services. Ordering information and an electronic version of the letterhead is available online at hsu.edu/toolkit.

Business cards

Business cards can be ordered from Arkansas State University Printing Services. Ordering information is available at hsu.edu/toolkit.

Envelopes

Envelopes can be ordered from Arkansas State University Printing Services. Ordering information is available at hsu.edu/toolkit.

MARKETING MATERIALS

Preferred Logo Placement on Materials and Templates

Correct use of the Henderson logo within printed marketing materials is essential for strong brand identity. The examples below show suggested logo placement for brochures, newsletters, flyers, and presentations. Templates are available at hsu.edu/toolkit.

HEADER HERE

INSERT HEADER/TITLE

NEW S L ETTER NA M E

Subhead mo qui solupti onseribus doluptatet ut fugia

Copy here ulparchil eicillam rerorep tatius re demqem que pa nobis et estiam vent restend uciatecaeped que eaquo quas sin et et qui cus as et ditenimet deles Andam, occae dolendae. Bist omnis parum rersper iandese nimusam, ut odis volore numque rem faccus nos inisimint omnima gnima dolorit inihil earum is doluptae nos cones senemque non eat. Pa ipsam, qui quae occat mod mo dolorit volorum con pra venis as quatem. Et vellab ilit quid qui beatem por acid quoditiatur ma corrum quunti omnihicimi, similiq uiditatistio testisqd utataes ut perae etUda idem cum sam quia cus dolor as alignis aut alissi volendis aditi bea quas maxim facculparum vid quatusNatiatemquam iliquam et lab in periost Milibus sunt labo. Nemqui facculparum vid quatusNatiatemquam iliquam et lab in periost Milibus sunt labo.

HEADER HERE

numque rem faccus nos inisimint omnima gnima dolorit inihil earum is doluptae nos cones senemque non eat. Pa ipsam, qui quae occat mod mo dolorit volorum con pr venis as quatem. Et vellab ilit quid qui beatem por acid quoditiatur ma corrum quunti omnihicimi, similiq uiditatistio testisqd utataes ut perae etUda idem cum sam quia cus dolor as alignis aut alissi volendis aditi bea quas maxim facculparum vid quatusNatiatemquam iliquam et lab in periost Milibus sunt labo. Nemqui facculparum vid quatusNatiatemquam iliquam et lab in periost Milibus sunt labo. gnima dolorit inihil earum is doluptae nos cones senemque non eat. Pa ipsam, qui quae occat mod mo dolorit volorum con pr venis as quatem. Et vellab ilit quid qui beatem por acid quoditiatur ma corrum quunti omnihicimi, similiq uiditatistio testisqd utataes ut perae etUda idem cum sam quia cus dolor as alignis aut alissi volendis aditi bea quas maxim facculparum vid quatusNatiatemquam

Insert copy for call to take action here Nemqui facculparum vid quatus Nati atemquam iliquam et lab in periost Milibus sunt labo. Et vellab ilit quid qui beatem por acid quoditiatur ma corrum quunti

Subhead copy mo qui solupti onser bus

doluptatet ut fugia

Copy here ulparchil eicillam rerorep tatius re demqem que pa nobis et estiam vent restend uciatecaeped que eaquo quas sin et et qui cus as et ditenimet deles Andam, occae dolendae. Bist omnis parum rersper iandese nimusam, ut odis volore numque rem faccus nos inisimint omnima gnima dolorit inihil earum is doluptae nos cones senemque non eat. Pa ipsam, qui quae occat mod mo dolorit volorum con pra venis as quatem. Et vellab ilit quid qui beatem por acid quoditiatur ma corrum quunti omnihicimi, similiq uiditatistio testisqd utataes ut perae etUda idem cum sam quia cus dolor as alignis aut alissi volendis aditi bea quas maxim facculparum vid quatusN atiatemquam iliquam et lab in periost Milibus sunt labo. Nemqui facculparum vid quatusNatiatemquam iliquam et lab in periost Milibus sunt labo.

INSERT HEADER

vid quatusNatiatemquam iliquam et lab in periost Milibus sunt labo. gnima dolorit inihil earum is doluptae nos cones senemque non eat. gnis aut alissi volendis aditi bea quas maxim facculparum vid quatus Natiatemquam

Ca to ac on copy Nemqui facculparum vid quatus Nati atemquam iliquam et lab in periost Milibus sunt labo.

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nsert pull quote

DA S UE NUMB R CON ENTS AG Article Article 2 AG Article Article 2

ART CLE ONE ulparchil eicillam rerorep tatius re demqem que pa nobis et estiam vent restend uciatecaeped que eaquo quas sin et et qui cus as et ditenimet deles Andam, occae dolendae. Bist omnis parum rersper iandese nimusam, ut odis volore numque rem faccus nos inisimint omnima gnima dolorit inihil earum is doluptae nos cones senemque non eat. Pa ipsam, qui quae occat mod mo dolorit volorum con pra venis as quatem. Et vellab ilit quid qui beatem por acid quoditiatur ma corrum quunti omnihicimi, similiq uiditatistio testisqd utataes ut perae etUda idem cum sam quia cus dolor as alignis aut alissi olendis aditi bea quas maxim facculparum vid quatusNatiatemquam iliquam et lab in periost Milibus sunt labo. Nemqui

Agnis utatur mo qui solupti onseribus doluptatet ut fugia di unt faceped ende recero eni consequam,solorepudae

ulparchil eicillam rerorep tatius re demqem que pa nobis et estiam vent restend uciatecaeped que eaquo quas sin et et qui cus as et ditenimet deles Andam, occae dolendae. Bist omnis parum rersper iandese nimusam, ut odis volore numque rem faccus nos inisimint omnima gnima dolorit inihil earum is doluptae nos cones senemque non eat. Pa ipsam, qui quae occat mod mo dolorit volorum con pra venis as quatem. Et vellab ilit quid qui beatem por acid quoditiatur ma corrum quunti omnihicimi, similiq uiditatistio testisqd utataes ut perae etUda idem cum sam quia cus dolor as alignis aut alissi volendis aditi bea quas maxim facculparum vid quatusNatiatemquam iliquam et lab in periost Milibus sunt labo. Nemqui

ART CLE TWO SED QUAM QUAM FACCUST QUAS QUEÅ ulparchil eicillam rerorep tatius re demqem que pa nobis et estiam vent restend uciatecaeped que eaquo quas sin et et qui cus as et ditenimet deles Andam, occae dolendae. Bist omnis parum rersper iandese nimusam, ut odis volore numque rem faccus nos inisimint omnima gnima dolorit inihil earum is doluptae nos cones senemque non eat. Pa ipsam, qui quae occat mod mo dolorit

ulparchil eicillam rerorep tatius re demqem que pa nobis et estiam vent restend uciatecaeped que eaquo quas sin et et qui cus as et ditenimet deles Andam, occae dolendae. Bist omnis parum rersper iandese nimusam, ut odis volore numque rem faccus nos inisimint omnima gnima dolorit inihil earum is doluptae nos cones senemque non eat. Pa ipsam, qui quae occat mod mo dolorit

ulparchil eicillam rerorep tatius re demqem que pa nobis et estiam vent restend uciatecaeped que eaquo quas sin et et qui cus as et ditenimet deles Andam, occae dolendae. Bist omnis parum rerspe iandese nimusam, ut odis volore numque rem faccus nos inisimint omnima gnima dolorit inihil earum is doluptae nos cones senemque non eat. Pa ipsam, qui quae occat mod mo dolorit volorum con pra venis as quatem. Et vellab ilit quid qui beatem por acid quoditiatur ma corrum quunti omnihicimi, similiq uiditatistio testisqd utataes ut perae etUda idem cum sam quia cus dolor as alignis aut alissi volendis aditi bea quas maxim facculparum vid quatusNatiatemquam iliquam et lab in periost Milibus sunt labo. Nemqu

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Brochure Flyer Newsletter

PRESENTATIONS

Having consistent visual presentations is a vital component to boosting Henderson’s brand identity. Sample PowerPoint templates are available at hsu.edu/toolkit.

Sample slides

1100 HENDERSON STREET, ARKADELPHIA, AR 71999-0001 • HSU.EDU