Mount Mary University Brand Guidelines

BRAND GUIDELINES PUBLISHED DATE: 08/05/2015 EFFECTIVE: 09/01/2015 TO 06/30/2017

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TABLE OF CONTENTS

3 4 7 8 10 11 12 15 16 18

INTRODUCTION UNIVERSITY LOGO UNIVERSITY SEAL CREATIVE MARK FONTS COLORS GRAPHIC ELEMENTS ADDITIONAL RESOURCES EXAMPLES SUB-BRANDS • ALUMNAE ASSOCIATION • BLUE ANGELS ATHLETICS • WOMEN’S LEADERSHIP INSITUTE

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INTRODUCTION MISSION

REPRESENTING MOUNT MARY UNIVERSITY

Mount Mary University, an urban Catholic university for women sponsored by the School Sisters of Notre Dame, provides an environment for the development of the whole person. The University encourages leadership, integrity, and a deep sense of social justice arising from a sensitivity to moral values and Christian principles.

Reinforcing the Mount Mary University brand guidelines is a shared responsibility among all those who prepare printed or online communications on behalf the University. The Office of University Marketing and Communications is your partner and resource in this process. As appropriate, this office will provide the guidance and assets you require, offer oversight and/or approval of your communication project, or help with design or production.

Mount Mary commits itself to excellence in teaching and learning with an emphasis on thinking critically and creatively. The baccalaureate curriculum integrates the liberal arts with career preparation for women of diverse ages and personal circumstances; the programs at the graduate level provide opportunities for both men and women to enhance their professional excellence.

VISION Mount Mary University is recognized as a diverse learning community that works in partnership with local, national and global organizations to educate women to transform the world.

In addition to working with the Office of University Marketing and Communications, two main resources are available to assist you with incorporating Mount Mary’s visual identity into your printed or online communiqués: 1. The Brand Guidelines provides specific guidelines and examples for use of the University workmark (or logo), seal, tagline, and the design elements available in the University’s Brand Toolkit. Review the information in this guide before beginning the design of any printed or online communication project and share it with all those who will assist you in the design process.

2. The Brand Toolkit is a set of logos and selected graphics in a variety of formats that are available to Mount Mary staff and outside designers for use in developing University communications. In addition, some MS Word and PowerPoint templates are available for commonly requested publications. The Brand Toolkit is available online at mtmary.edu/brand-guidelines.

CONTACT INFORMATION Mount Mary University Marketing & Communications 2900 North Menomonee River Parkway Milwaukee, Wisconsin 53222 Office Location: Dominic Hall Office Phone: (414) 256-0196 Office Email: mmu-marketing@mtmary.edu mtmary.edu/marcom

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UNIVERSITY LOGO The Mount Mary University logo is a graphic representation of the University used in a variety of communications. To promote instant recognition of the logo as part of Mount Mary’s brand, the logo must be used in appropriate, specific, and consistent ways.

FULL-COLOR LOGO There are two formats of the logo, to be used as space allows. The preferred display of either is in full color, in the official Mount Mary colors (see Color Palette section):

The Mount Mary University logo and seal are to be used only with the express permission of the University in publications, advertising and electronic media produced by and for Mount Mary University or in partnership with the University.

CENTERED VERSION:

All materials displaying the Mount Mary University logo produced by outside organizations, institutions or individuals including students and alumnae must be approved by the Mount Mary University Office of Marketing and Communications prior to distribution.

The official Mount Mary University logo is a distinctive mark consisting of the iconic tower, custom typography, and colors. The logo must not be altered in any way. Use only artwork provided by Mount Mary’s Office of University Communications. Do not use scans or photocopies of the logo or low-resolution versions from the website.

The logo must always be 100% opacity. Do not apply gradients, drop shadows, etc. to the logo as these effects add a design dimension inconsistent with the Mount Mary brand, and can pose problems in printing or viewing onscreen.

If in doubt about the appropriateness of a particular logo application, please consult the Mount Mary University Office of Marketing and Communications.

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HORIZONTAL VERSION:

ONE COLOR OPTIONS

REVERSED OUT OPTIONS

If it is not feasible to print in full color, there are two options for printing in one color. Black is the preferred one-color option, as shown here:

On some occasions, the logo will need to be “reversed out” of a black background, a solid color, or over a photo image. The logo should then appear in white:

LOGO SIZE AND POSITION The logomark may be proportionally enlarged or reduced in size as required. The logomark should only be used at a size which does not compromise quality or legibility, and never less than .5” in height as a minimum.

Clearspace requirements are intended to keep the logomark free from visual distraction. No graphic element or text of any kind should be placed within this clearspace except for two exceptions shown in this guide. The recommended clearspace is equal to the lowercase letter “o” in the logomark as shown below.

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LOCATION NOTATION Sometimes the University logo is most appropriately used with the “Milwaukee, Wisconsin” location notation.

Using the location notation is helpful for recruitment or advertising materials that may reach an audience unfamiliar with Mount Mary. The location notation provides the public with an immediate point of reference.

“Wisconsin” is always to be spelled out in this usage. The location notation is rendered in the font Open Sans Semibold, in Pantone 541C or its equivalent. Please note the size and placement of the location notation for each logo format. The location notation placement is close to the logo and is the only other exception to the clearspace provision described below.

Milwaukee, Wisconsin

Milwaukee, Wisconsin LOGO FOR RETURN ADDRESS The logomarks should be used in conjunction with the University’s return address for mailing purposes. This usage forms one of two important exceptions to the clearspace requirements noted previously, because a return address will always be positioned closer to the logo than other elements typically would be.

The two graphics below illustrate correct usage of the Mount Mary University logo with the return address on sample mailpieces. The address line uses the postal abbreviation “WI” for Wisconsin and ZIP + four designation. NOTE: there are several valid Mount Mary ZIP + fours in use for distinct destinations and specific mail classifications. However, for the return address and general communications use only the 53222-4597 designation.

2900 North Menomonee River Parkway | Milwaukee, Wisconsin 53222-4597 | mtmary.edu

2900 North Menomonee River Parkway Milwaukee, Wisconsin 53222-4597 mtmary.edu 6 | Mount Mary University Visual Identity Guidelines

UNIVERSITY SEAL The Mount Mary University seal is a cherished institutional logomark used primarily in formal and official documents, including diplomas, legal notices, transcripts and keepsake programs for commencement, ceremonies and other events. The seal should not be used instead of the University logo in general communications, but rather as an ancillary mark for these specific, traditional kinds of documents and certificates.

In order to use the seal, an official request must be made to the Office of Marketing and Communications.

The correct form of the Mount Mary University seal is shown below. It should always appear in Pantone 541C (preferred), black or white. The University seal may be used as an emboss or foil stamp, or as a watermark or ghosted background.

PANTONE 541C

BLACK

A WORD ABOUT THE UNIVERSITY NAME “Mount Mary University” is the official name of the institution. The official name should never be abbreviated in outside communications as Mt. Mary University, or Mt. Mary. The first occurrence of the official name should use the complete phrase, “Mount Mary University.” Subsequent mentions can be shortened to “Mount Mary” or “the University.” The latter reference should appear with upper case “U” when referring to Mount Mary University specifically (as distinct from any university or universities in general.)

Do not abbreviate the name as an acronym “MMU” in lieu of the proper name on official materials or printed promotions. A notable exception is the use of “MMU” for use on Mount Mary athletic uniforms and official athletic gear. (Learn more within Athletics Brand Standards)

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CREATIVE MARK DEFINITION The Mount Mary Creative Mark is a visual expression of the tangible and intangible creativity that permeates the walls and halls of Mount Mary University. It’s different from the logo itself, but meant to be a distinctive differentiator that provides the splash of creativity for every piece of communication Mount Mary will produce.

THE CREATIVE MARK SIGN-OFF The Creative Mark is shifting from an opening statement to a closing sign-off. It’s our punctuation.

Instead of completing sentences with “Mount Mary Creates ___,” we’ll punctuate our ads, collateral and communication pieces with the signature of Mount Mary — that in everything we do, creativity is the lens through which we teach, digest the world around us and equip our students to transform the world.

COLOR OPTIONS The Creative Mark can be used in the following four colors within the University color palette:

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CREATIVE MARK USAGE: •

The Creative Mark is used as an adjunct—not a substitute—for the University logo.

Generally, the logo should always appear on communications; use of the creative mark is discretionary and not required.

•

The Creative Mark is not required on every piece created by Mount Mary University.

However, it is recommended to be used within signature pieces and as an indicator or nod to creative campus initiatives.

•

The creative mark can stand alone and should never be placed directly next to the University wordmark. Both elements can be within the same document, but immediately next to one another.

•

It should only be used in its graphic form, available by request only from the Mount Mary Office of Marketing and Communications. Do not attempt to reproduce it using typographic tools or change its proportions.

•

The Creative Mark can be used within any of the official color palette, however it is recommended that blue is the primary color used against white backgrounds. It should never appear in more than one color or gradient.

•

The Creative Mark should not have a glow or other effects applied to it ouside of a slight drop shadow when placed over busy backgrounds.

•

On small pieces, the University logo and the “Mount Mary Creates” may appear together at a single glance. Visual separation is necessary in these instances. The University logo clear space should always be observed at a minimum. If space allows, however, more separation should be added. Ideally, when a photo or copy block is interposed to separate the logo and the tagline, the message is staged in two parts, and this can be effective visual technique. When paired together on a page, the tagline should be equal to or smaller than the logo.

PLACEMENT GUIDELINES •

Mount Mary Creates is to be used as a punctuation and should be placed in one ofthe lower corners of the creative piece.

•

The mark should be considerabley smaller than the headline so it does not conflict with the headline.

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FONTS KNOCKOUT 47 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxy 123456789,.;:?!@#$%^&*() Knockout 47 should be used as the primary header in a document and should be left aligned. These headers should also be substantially larger than the body copy and all uppercase.

Ballpark ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxy 123456789,.;:?!& Ballpark should be used as an accent, often for smaller words, and paired with Knockout. Ballpark should also be all lowercase.

Eames Century Modern Bold

GOON

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxy 123456789,.;:?!@#$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWXY Zabcdefghijklmnopqrstuvwxy 123456789,.;:?!@#$%^&*()

Eames Century Modern Bold can be used as a second option for a header for smaller articles within print publications. Using uppercase or sentence case is acceptable.

RALEWAY THIN ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxy 123456789,.;:?!@#$%^&*() Raleway thin should be used as the subhead when necessary. It should be several points larger than the body copy and all uppercase.

Open Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxy 123456789,.;:?!@#$%^&*() Open Sans should be used as a primary body copy in publications and for most digital documents.

Eames Century Modern Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxy 123456789,.;:?!@#$%^&*() Eames Century Modern Regular should be as a primary body copy in print publications and letters.

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Goon can be used as an alternative accent to call out short pieces of information, such as a name, title or location. Goon should not act as a subhead.

Lavendria ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxy 123456789,.;:?!@#$%^&*()

Lavendria should be used as a header for special occasion pieces, such as invitations and must always be in sentence case.

COLOR PALETTE UNIVERSITY BLUE & BURDGUNDY UNIVERSITY BLUE 100, 58, 9, 42 0, 63, 114 541 C 003F72

UNIVERSITY BURGUNDY

CMYK RGB PMS HEX

CMYK RGB PMS HEX

24, 100, 17, 60 102, 32, 70 229 C 662046

COMPLEMENTARY COLORS PRIMARY COMPLEMENTARY COLORS TURQUOISE 72, 24, 12, 0 61, 156, 195 2925 U 3D9CC3

YELLOW

CMYK RGB PMS HEX

CMYK RGB PMS HEX

0, 25, 95, 0 255, 194, 31 123 U f fc21f

SECONDARY COMPLEMENTARY COLORS

SEAFOAM CMYK RGB PMS HEX

HELLE GREEN CMYK RGB PMS HEX

31, 0, 31, 0 166, 231, 195 351 C A6E7C3

83, 6, 95, 0 0, 166, 82 7739 C 00A652

VIOLET

ROYAL CMYK RGB PMS HEX

99, 85, 0, 0 20, 66, 164 2738 U 144FB1

CMYK RGB PMS HEX

ORANGE

22, 100, 0, 66 69,0,87 2685 C 440057

CMYK RGB PMS HEX

1, 67, 100, 0 241, 116, 22 1665 U f17f16

CORAL CMYK RGB PMS HEX

PINK

0, 85, 81, 0 CMYK 6, 65, 13, 0 255, 75, 56 RGB 229, 122, 159 Pantone Warm Red C PMS 232 U ff4b38 HEX e57a9f

GRAYSCALE TONES

BLACK CMYK RGB PMS HEX

0, 0, 0, 100 0, 0, 0 BLACK 000000

DARK GRAY CMYK RGB PMS HEX

0, 0, 0, 94 46, 46, 47 Cool Grey 15 U 333231

LIGHT GRAY CMYK RGB PMS HEX

WHITE

0, 0, 0, 37 173, 175, 178 Cool Grey 7 U ACAAAA

CMYK RGB PMS HEX

0, 0, 0, 0 255, 255, 255 White FFFFFF

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GRAPHIC ELEMENTS PULLOUT QUOTES

DOTTED LINES

Quotes should be in the Knockout 47 font, left aligned and in all caps. The quotations marks should also be in Knockout 47 and should be at least 3 times taller than the letters in the quote.

The quotations marks and text should be complementary colors within the official color palette.

These dotted lines should be used only at the top of documents and only in yellow or white. The line should have a weight of 1pt and dashed 4 of 4 type.

YELLOW DIVIDER LINES These divider lines can be placed in between columns of texts in print publications and should have a line weight of 1pt.

OUR STUDENTS SEEK OUT MOUNT MARY BECAUSE THEY WANT A PLACE THAT BELIEVES IN THEM. AND WE DO. THEY TRANSFORM US AS MUCH AS WE TRANSFORM THEM.

IMAGE CAPTIONS Image captions should be Open Sans Regular, 9pt, and University Blue. A directional triangle should be used to identify a caption to an image.

Artist, Candice Block, created a piece for the GE Menlo Project.

REQUEST ARTWORK Pullout quote, line and image caption artwork files can be obtained from the Office of Marketing & Communications by emailing mmu-marketing@mtmary.edu.

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IMAGE FILTERS A dark gray layer at ~40% opacity may be added for a subtle image filter.

For higher contrast images, light leak effects may be added. Most photo treatments should also a subtle white grunge texture and a watercolor splash that matches the creative mark.

WATERCOLOR SPLASH The watercolor splashes should only be created in the specific brand colors and should match the other surrounding colors. When added to a page, limit the total colors to three per page. The splashes can intersect the type as long as the type sits on top of the splash. The best places to add the splashes are often in corners or lining the top or bottom of a page.

Limit two splashes (in same color) per page or spread.

VINTAGE PHOTO EDGES A series of vintage photo edges add visual texture to layouts. These intentional, vintage edges resemble the margins seen on hand-developed photographic prints made in a darkroom, and they lend a hand-crafted, personal touch. They also serve to soften the transition from a photo to an area of white (paper) with copy — in a creative way.

Each photo edge is a white or black linear graphic corresponding to a top, bottom, left or right edge. Photo edges are applied to a single edge of a photo as an overlay. Alternatively, they can be used as a full frame. (See Examples section for Vintage Photo Edges samples)

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GRAPHIC ELEMENTS (CONTINUED) BRUSH STROKES The brush strokes can be applied to a document as an extra design element.

The stroke can be added to a headline, the corner of a photo, or in the corner of a page or spread. The brush stroke is meant to join the previous brand with the current look and feel. They should not appear on the same page as the watercolor splash, and be treated rather as an alternative to the splash. Brush strokes can be flipped horizontally depending on placement.

Limit one Brush Stroke per page.

COLOR OPTIONS Brush Strokes can be used in any of the complimentary primary or secondary colors within the University color palette:

REQUEST ARTWORK Brush Stroke files can be obtained from the Office of Marketing & Communications by emailing mmu-marketing@mtmary.edu.

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ADDITIONAL RESOURCES REFERENCING THE WEBSITE

PRINTING

The Mount Mary University website is an important point of access for students, staff, media and the community. The URL for the University’s home page should appear whenever possible in printed publications and electronic communications.

When specifying printing for Mount Mary University publications, use the following information as a guide.

The URL need not be positioned near the wordmark, but that is often a logical position. If it is placed close to the wordmark, it must fall outside the clearspace as described elsewhere in this guide. Customarily, the URL will appear on the front or head of a document, or on the back or bottom, but other locations are possible.

The preferred paper for general purpose printing is:

The correct format for citing the University’s website is mtmary.edu. Do not include the “http://www.” portion of the URL syntax when referencing the home page as this is understood by users and browsers alike. Keep all the letters in lower case. When copying a page link, also be sure to remove the .html or .htm at the end of the address.

The ideal font to use is Open Sans Semibold, but any approved font in the visual identity guide is acceptable. The recommended colors are Pantone 541C or Pantone 229C, but again any approved color in the visual identity palette is acceptable as long as the URL is readable.

Fonts and colors are described elsewhere in this guide. Here is an example of how the official Mount Mary University domain name should ideally appear:

For spot color ink applications, refer to the Color Palette section of this guide to specify the correct Pantone ink colors for your project.

• Official pre-printed letterhead should be used for formal correspondence, press releases and announcements. Matching blank sheets should be specified as Domtar Cougar Opaque White, Smooth finish, 60# Text. This paper is laser- compatible for trouble-free printing on-campus.

• The preferred paper for high-quality process color brochures, postcards, posters, etc. with heavy coverage and/or photos is: Sterling Premium Dull.

Recommended weights are: 80# or 100# Text for fliers and interior pages, and 80# or 100# Cover (card stock) for pieces requiring more heft, such as cards, covers and folded pieces.

• Be sure that paper stock meets USPS guidelines for minimum and maximum thickness. Ask your vendor for current regulations and recommendations.

WRITING & TONE GUIDELINES • Please refer to the latest edition of the Associated Press Stylebook when writing for the Mount Mary website or official collateral. Contact the Office of Marketing & Communications with questions.

mtmary.edu

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UNIVERSITY & CAMPAIGN MARKETING EXAMPLES HERE’S TO THE BOLD CAMPAIGN University campaign to increase local, regional and national awareness.

Campaign focuses on the bold stories of Mount Mary students, faculty and alumnae. Advertising campaign will be complemented with website refresh and micro-site.

HERE’S

to

THE BOLD. SARAH JOHNSON ‘14, MBA odio. Ipis nonseriorum aut dolectus endenti doloressimi, offic test venet quam, occusanda simus moluptiam velibus.

Fernam, seque elest quatemporum volorem ex evellenis sundeligenis sitis excesedit que vitiandam iducia iliates equatetur min con et omnimporat laut esequo cusdae laborec essimporae assit re, im et facest fug mtmary.edu/bold

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CAMPAIGN AD & BANNER EXAMPLES

UNDERGRADUATE RECRUITMENT MARKETING EXAMPLES HIGH SCHOOL STUDENT VIEWBOOK COVER

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TRANSFER STUDENT APPLY POSTCARD

HIGH SCHOOL FRESHMAN MAILER

GRADUATE RECRUITMENT MARKETING EXAMPLES GRADUATE STUDENT FAST FACTS

GRADUATE PROGRAMS of MOUNT MARY UNIVERSITY Mount Mary University provides graduate-level academic and professional advancement opportunities to women and men that are consistent with the institutional mission of the University.

The graduate programs educate students who are committed to being critical and creative scholars, ethical and just human beings with a global perspective, and leaders who put knowledge into transforming action.

Graduate Programs at a Glance (See reverse side for descriptions)

• • • • • • • • •

Professional Doctorate of Art Therapy Post- Professional Doctorate of Occupational Therapy Master of Arts in Education Master of Arts in English Master of Business Administration Master of Science in Art Therapy Master of Science in Counseling Master of Science in Dietetics Master of Science in Occupational Therapy

Admission Information All applicants must submit the following materials: • A completed application form, available at mtmary.edu/apply • A nonrefundable application fee (Application fee is waived for Mount Mary alumnae) • Official transcripts documenting all previous academic study must be submitted directly to the Office of Graduate Admissions • A minimum grade point average of 2.75 based on a 4-point scale; individual program requirements may vary Applicants with coursework in progress toward the fulfillment of a degree are required to submit official transcripts verifying receipt of their degree after completing the coursework.

Individual programs may require additional materials. For complete admission requirements, check the program’s web page at mtmary.edu/ graduate.

Founded: 1913 Sponsor: The School Sisters of Notre Dame Location: 80-acre campus in the Milwaukee metropolitan area Accreditation: The Higher Learning Commission and Professional Program Accreditations Enrollment for 2015-16: 1,385 Undergraduate: 860 Graduate: 525 Faculty to Student Ratio: 1:10 Programs: 30+ Undergraduate Seven Graduate Two Doctorate Scholarships & Aid: Corporate partner tuition discounts, graduate assistantships, federal student loans

View individual program costs and fees online at mtmary.edu/graduate-costs.

As of August 2015

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SUB-BRANDS DEFINITION Mount Mary University recognizes several branches within the organization as sub-brands. Along with the use of the official Brand Guidelines, individual brand standards exist for each of the following Mount Mary Unviersity Sub-Brands:

• Mount Mary University Alumane Assocation • Coming Soon • Mount Mary University Women’s Leadership Insititute • Coming Soon • Mount Mary University Blue Angels Athletics (PDF)

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UNIVERSITY MARKETING & COMMUNICATIONS To request more information, files or approvals, please contact: (414) 930-3514 mmu-marketing@mtmary.edu

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