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H U S S O N
U N I V E R S I T Y
HUSSON UNIVERSITY
B R A N D
G U I D E
2023 BRAND GUIDE
CONTENTS
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INTRODUCTION BRAND LANGUAGE
5 6 7 8 9 10 11 12 13 14 15
Brand Story Brand Promise Brand Position Brand Essence Brand Personality Brand Pillars Program Mentors Outcomes Community Location
16 BRAND VISUALS 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33
Crest Logo Usage Husson University Logo Box Eagle H Logo Usage Primary Brand Palette Secondary Brand Palette Background Tone Gold Foil Primary Brand Font Special Character Secondary Brand Font Pull Quotes Quote Attribution Pull Stats Copy QR Codes Hand-Drawn Icons Contact Information and Disclaimers
34 OFFICE OF MARKETING AND COMMUNICATIONS
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“We want to preserve the best of what we currently have— experiential and personalized education focused on professional careers. We have to move to a place where we can deliver that in new modalities. Partially driven from the demographic decline of New England, but also the changing predictions by higher ed experts on the dramatic seismic shift that is coming in higher education.” Lynne Coy-Ogan, EdD Senior Vice President for Academic Affairs and Provost
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BRAND LANGUAGE
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BRAND STORY Husson puts the “hire” in higher education. And we always have. We believe in professional education that is built for everyone. We pride ourselves on offering an outstanding education, which is why 97% of our graduates are employed or in graduate school within a year of graduating. Exceptional and affordable. In fact, U.S. News & World Report recently named Husson as one of the most affordable private universities accredited by NECHE in New England. Not only is Husson intentionally affordable, our graduates earn their degrees with little or no debt—well below the national average. Husson puts its resources where it matters—high quality, hands-on experiential education in every one of our programs on campus and online. That’s what makes our graduates so hireable.
At Husson, most of our programs are taught by professors with real experience in the fields our students pursue. That’s over 65 undergraduate, graduate and professional degrees as well as a wide range of certificate programs, many with accelerated and online options. Whether you’re just out of high school, advancing your career or switching to a new one, you can count on faculty who are truly dedicated to student success. It’s our hallmark, and data by outside researchers proves it. Just like the data shows that we are a top performer in “social mobility.” In other words, our graduates get ahead, creating better lives for themselves and their families. The future of work is here, and it’s constantly changing. For over 125 years, we’ve been the ones who know how to prepare students for the life they want today and the one they’ll want tomorrow.
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BRAND PROMISE Husson puts the “hire” in higher education—97% of our graduates are either employed or in graduate school within a year of graduating.
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BRAND POSITION The Husson brand’s sweet spot is the intersection of social mobility, job readiness, affordability and personal attention from professors active in their fields who also care about their students.
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BRAND ESSENCE Equity in education for professional success.
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BRAND PERSONALITY • Relevant and successful • Forward-thinking and entrepreneurial • Devoted and student-centered • Down-to-earth and friendly
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BRAND PILLARS
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PROGRAM
HIGH-QUALITY AND HANDS-ON High-quality, hands-on and experiential from the start in over 65 undergraduate, graduate and professional degrees, as well as a wide range of stackable, professional certificates, many with accelerated and online options. Experiential education as core to everything we do makes us different and that’s what makes Husson graduates successful. If you’re learning to be a teacher, you are in the classroom your first year. If you’re a nursing student, you’re in a clinical simulation year one and working in the field by year three. In almost every program, you have the advantage of working with over $100 million in new equipment and facilities. Through internships, clinical experiences and field placements, Husson students gain an undeniable edge in the eyes of employers.
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MENTORS
PROFESSORS WITH REAL-LIFE PROFESSIONAL EXPERIENCE At Husson, every degree or certificate is taught by a combination of professors who bring both theory and practice to their fields. They also love teaching and helping students. That’s why they’re at Husson. We only hire faculty who are truly dedicated to student success—it’s our hallmark—and data by outside researchers proves it. Not only are our professors devoted to student success, so is the university as a whole. We are driven to develop and invest in the best teaching practices for today’s world. That’s why the Boston Globe gave us the only A grade in Maine for the quality of online transition during the pandemic. We put our resources where it really matters—on a high-quality student experience, in person and online.
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OUTCOMES
VALUABLE, AFFORDABLE DEGREES AND CERTIFICATES Three stats prove Husson truly delivers return on your investment: 97% of our graduates are either employed or in graduate school within a year of graduating. Nationwide, we rank in the top 15% of universities for helping graduates improve their incomes. And, according to an analysis of tuition and fees by U.S. News & World Report, Husson is one of the most affordable private universities in New England. So, whether you’re just out of high school, advancing your career with a graduate degree or switching to a new career, you’ll earn a valuable degree that you paid less for that will lead to you earning more. Not only that, but students graduate with little or no debt – well below the national average. For over 125 years, we’ve believed in professional education that allows our graduates to get ahead, creating better lives for themselves and their families. That’s why we’re the only major university in New England with our profile of professional programs in current, in-demand and emerging fields, from business to healthcare to marketing and media to filmmaking and software development to criminal justice and forensic science.
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COMMUNITY
PEOPLE YOU CAN RELY ON The personalized experience you get at Husson makes it beloved by alumni. It’s a place where students say, “They really listen to me and what I want.” And that’s true whether you’re living on campus or part of one of our online programs. This is a place that draws faculty and staff who love teaching and helping students discover and realize their personal and professional goals. Located in one of the most naturally beautiful states in America, Husson draws students from all over the U.S. and from around the world. It’s big enough to have dazzling facilities and equipment along with competitive NCAA Division III athletics. It also has a down-to-earth friendliness that allows students to feel relaxed and comfortable so they can thrive and succeed.
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LOCATION
THE FUTURE LOOKS CLEAR FROM UP HERE You might think you need to be in a big city to get the kinds of future-forward programs, faculty expertise, creativity and vibrancy that happens right here on Husson’s 200-plus-acre campus in one of New England’s great small cities. Bangor is the third-biggest metropolitan center in Maine. But it’s also a short drive from the Maine coasts, forests and mountains. Students come from all over the world to this spot, which is about 250 miles north of Boston and east of Quebec City. Approximately 30,000 people live in Bangor, which also has one of the lowest urban crime rates in the U.S. It’s not unusual to find New York City, Boston and Los Angeles transplants who come to this part of the world for its safe, friendly and enterprising way of life. There’s a reason that Maine’s state motto is “The way life should be.”
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BRAND VISUALS
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Our Institution has three distinct logos that we use to our advantage to support different needs. We have options that are formal that we adapt to use for the advancement office for various alumni groups and also for more formal invitations, awards and commencements.
This is the seal/crest logo, which we use on more formal print pieces. We never use this logo with the boxed or Eagle H logo. It is also sometimes included on swag (again, more formal type of items). For some uses, we have added “Bangor” since we are expanding to areas far outside of Maine. Academic units also can be incorporated into the crest as well.
There are informal options that we use to support athletics and accessibility for social media and marketing materials. These logos are quick to recognize and make the brand stand out. Please make sure to use the logo consistently and accurately, and never make any changes to it without permission.
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This logo has been adopted by Advancement for use with alumni affinity groups.
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HUSSON UNIVERSITY LOGO BOX USAGE We use the Husson University logo box on university collateral such as letterhead, branded envelopes and other marketing materials. It is also used with contact information on marketing materials (see page 33). Academic units are permitted to use the logo with the school/college name.
HUSSON UNIVERSITY LOGO BOX
ACADEMIC UNIT SCHOOL/COLLEGE NAME
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EAGLE H LOGO USAGE Currently, there are two versions, and it is mandatory to include the words “Husson” or “Husson University” when using the logo by itself (such as on swag/apparel and marketing materials). Student organizations and clubs may use the Eagle H logo/athletics logo with the name of their organization.
HUSSON UNIVERSITY
Academic units are not permitted to use the logo with the school/college name.
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PRIMARY COLOR PALETTE Our primary palette comprises two dominant brand colors: Husson Green (PMS 3302) and Husson Gold (PMS 872). While other colors may appear in layout, these two hues should be used consistently across all brand communications. Husson Green is of particular importance as a brand identifier and should play a leading role in any layout. Husson Gold is better suited as an accent color, used in support or in contrast to Husson Green.
HUSSON GREEN
HUSSON GOLD - METALIC
PMS 3302 C100 M0 Y54 K69 R0 G77 B67 HEX 004c42
PMS 872 C19 M29 Y67 K14 R184 G155 B96 HEX B79A5F
HUSSON GOLD PMS 7562 C0 M18 Y49 K25 R190 G156 B96 HEX BE9C60
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SECONDARY COLOR PALETTE While our secondary palette is appropriate for use in all Husson communications, these colors should always play a supporting role to our primary brand colors of Husson Green and Husson Gold.
HUSSON SAGE
HUSSON CHARTREUSE
HUSSON ORANGE
PMS 2407 C51 M5 Y48 K29 R96 G147 B119 HEX 609377
PMS 2297 C36 M0 Y85 K0 R174 G210 B85 HEX AED255
PMS 165 C1 M56 Y100 K0 R243 G137 B32 HEX F38920
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BACKGROUND TONE A background tone may be applied to give the impression of a warm page color to any layout. Our standard background tone is equal to a 10% screen of Husson Gold.
10% HUSSON GOLD C2 M3 Y7 K1 R244 G239 B230 HEX F3EEE5
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FOIL STAMP Gold Foil (PANTONE 16-0836 TPX) can be used in place of the Husson Gold PMS 872 to add further dimension and call attention to covers of high-profile print pieces. Metallic gold foil may only be used when budget and schedules allow for this technique to be professionally implemented. Faux gold foil effects achieved through conventional four-color printing processes are not approved for use as part of the Husson brand.
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PRIMARY FONT Our primary brand font is Raleway. It is a Google web font that is free to download and use in all print and online applications. As part of our brand tool kit, Raleway is recommended for: • • • •
Headlines and subheads (Raleway Black) Body copy (Raleway Medium) Callouts and captions (see page 25) Pull quotes (see page 26)
RALEWAY MAY BE DOWNLOADED HERE
Aa
RALEWAY BLACK SEMIBOLD LIGHT
EXTRA BOLD MEDIUM EXTRALIGHT
BOLD REGULAR THIN
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww* Xx Yy Zz 0 1 2 3 4 5 6 7 8 9* Care must be taken when using the W character in Raleway at large sizes. For more information, turn to page 21.
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RALEWAY SPECIAL CHARACTER Raleway has an alternate W that should not be used when copy is larger than 11pt in size (e.g., headlines, subheads, pull quotes, stats, etc.). We only use the W where the two halves of the letter DO NOT overlap at the center.
W
W
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SECONDARY FONT Our secondary brand font is Permanent Marker. It is an Adobe TypeKit font and is free to use in all print and online applications for Adobe Creative Suite subscribers. It is particularly well suited for text that requires extra emphasis, energy or emotion. As part of our brand tool kit, Permanent Marker is recommended for: • • •
Short headlines Pull stats (see page 25) Large pull quotes (see page 23)
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Permanent Marker Regular
ABCDEFGHIJKLM NOPQRSTUVWXYZ PERMANENT MARKER MAY BE DOWNLOADED HERE
0123456789
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PULL QUOTES Our brand uses two primary formats for the majority of our pull quotes and a third format that should be used sparingly for greater impact. Our first primary pull quote format sets type in Raleway Medium and is typically used for shorter quotes. When using this format, leading is generally looser and type is generally larger. In the example at right, the text is set at 16pt over 22pt leading. The second primary pull quote format also uses Raleway, but in the Black weight. Used for longer quotes at generally smaller sizes, it can be used to create a more interesting visual texture in a layout full of quotes. In the example at right, text is set at 14pt over 19pt leading. The final pull quote format sets text in Permanent Marker and should be used sparingly. It's best for full-page or full-spread takeovers and quotes that demand the attention of the viewer. For an example, please see page 3 of this guide. 27
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QUOTE ATTRIBUTIONS When adding an attribution to a quote, we use a three-line format. The first line of the attribution should be set in Raleway Black in upper and lower case. The remaining two lines are set in Raleway Medium in upper and lower case. All text should be left-ligned.
STUDENT ATTRIBUTION • First and last name followed by two-digit year of graduation • Major(s). When presenting two or more programs of study, use an ampersand in place of the word "and" • Hometown: City, state (spelled out), country (if outside the U.S.)
Meredith Mathieu ’23 Video Production & Graphic Design Hebron, Maine
FACULTY ATTRIBUTION • First and last name followed by any applicable degrees; if the faculty member is also a Husson alum, a two-digit year of graduation may be added at the end of the line • Title • Department or college
Marie Hansen JD, PhD, SHRM-SCP Dean College of Business and New England School of Communications
ALUMNI ATTRIBUTION • First and last name followed by two-digit year of graduation • Current job title • Employer
Bob Brown Jr ’93 Forensic Accounting & Litigation Support The CPA Solution LLC
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PULL STATS When sharing statistics or other numbers as callouts, there are two recommended formats. The first shares the style of our headline treatments. Numerals should be set as tabular figures in Raleway Black. Captions or explanatory text may then be set as left-aligned copy in Raleway Medium (sentence or title case) either below or to the side of the numerals. Our alternate pull stat style makes use of numerals set in our secondary font, Permanent Marker. When using this style, captions and explanatory copy should be set as centered text in Raleway ExtraBold, all caps, above and below the numerals.
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ADDITIONAL COPY NOTES •
Generally, we prefer tabular figures to old-style figures, especially in headlines or when numerals are reproduced at large sizes.
•
We do not use serial (or Oxford) commas in running text
•
Punctuation on the left side of any block of copy should be hung. That is, it should extend further left than the left margin of the text to create a cleaner visual line along the vertical edge of the copy block.
•
Spaces should be used on either side of em dashes.
•
When rendering a U.S. phone number, periods should be used to separate both the area code, prefix and line extension (rather than dashes or spaces). If rendering an international number, a space should be used between the country code and area code (no period).
TABULAR VS. OLD-STYLE FIGURES
HANG PUNCTUATION
EM DASHES
123 123 “ What surprised me most was how quickly we get to put our hands on the equipment. There’s a lot of live experience. And different professors apply different learning styles to their classrooms.” Now more than ever before, solving our problems means diving deep into the biology and psychology of our world—firsthand. Appreciating the human experience. Using critical thinking. Offering fresh insights, and uncovering new ways to pass that knowledge on to the next generation. We help you build a foundation toward understanding change by participating in current research and meeting new ideas head-on. Today’s greatest challenges—and tomorrow’s—need you.
PHONE NUMBER STYLE
+01 800.448.7766 30
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QR CODES QR codes are accompanied by a two-part text callout. The first half (typically set on two lines) is a call to action. The second half (again set on two lines and in a contrasting brand color) is a description of the link. The callout may be set right-justified when placed to the left of the QR code, or left-justified when placed on the right. Four lines of copy should be equal to the height of the QR code. While fewer lines of copy may be used, the callout should not be set on more than four lines.
TAKE THE FIELD TOUR OUR FACILITIES CALL-TO-ACTION
DESCRIPTION
TAKE THE FIELD TOUR OUR FACILITIES 31
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HANDDRAWN ICONS Hand-drawn icons may be utilized to create greater visual depth, emphasize messaging or heighten the energy of a layout. These illustrations are always rendered as rough line drawings (they should never feel too “perfect”) in a single color. While illustrations may be added as accents, they should not be the focal point of the layout.
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CONTACT INFORMATION AND DISCLAIMERS Whenever possible, contact information and any required legal disclaimers should be locked up with the Husson University logo on the back of all print pieces. Contact information is set on two lines in Raleway Black all caps. Phone numbers use periods. Other contact information should be separated by vertical pipes. Disclaimer text is set flush-left as sentence case copy in Raleway Regular.
1 COLLEGE CIRCLE | BANGOR, MAINE 04401 207.941.7000 | 800.448.7766 | HUSSON.EDU Husson University complies with the Jeanne Clery Disclosure of Campus Security Policy and Campus Crime Statistics Act. Husson’s Annual Security Report can be found at husson.edu/jeanne-clery. Husson University holds both regional and professional accreditations. husson.edu/academics/accreditation/ ©2023 Husson University. All rights reserved.
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OFFICE OF MARKETING AND COMMUNICATIONS JILL FIORE Executive Director of Marketing & Communications fiorej@husson.edu 207.941.7102 B109 Carlisle Hall