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Branding and Identity Guide


CONTENTS Introduction....................................................... 3 Branding............................................................. 4 Brand Positioning.......................................................5 Brand Promise.............................................................7 Brand Drivers..............................................................8 Strategic Taglines..................................................... 11

University Identity System...............................12 Introduction.............................................................. 13 The official logo family........................................... 14 Identification and usage of logo elements........... 15 Logo usage guidelines.............................................. 16 Identity typefaces..................................................... 18 Identity colors.......................................................... 19 Logo files for download..........................................20 Mascot........................................................................ 21 Additional graphics..................................................22 University typeface...................................................23

Standards..........................................................24 Print Standards........................................................25 Online Standards......................................................28 Social media channels..............................................29 Social media standards............................................30 Email standards........................................................33 Video Standards.........................................................35 Photography Standards...........................................36 Merchandise and Apparel Standards.....................38

Resources......................................................... 40

Stevens Institute of Technology | Branding and Identity Guide


INTRODUCTION The Importance of the Brand and Identity Guidelines A brand is a living entity—and it is enriched or undermined cumulatively over time, the product of a thousand small gestures. — Michael Eisner, former CEO, The Walt Disney Company Each day, we at Stevens Institute of Technology collectively engage thousands of external prospects and stakeholders. From our online presence, which introduces the University to more than 100,000 unique users every month, to email and paper correspondence, phone calls, publications, apparel and beyond, the way we communicate who we are as a university—what we stand for, value, and offer—creates impressions upon, and drives the behavior of, the people we come into contact with. Cumulatively, these impressions define the public perception of the Stevens brand and ultimately create and sustain the current reputation of the University. Our academic and research pursuits and opportunities for external partnerships depend on the visibility and reputation of the University as an institution of excellence and innovation. The more unified our communications are, the more coherent, lasting, and accurate an impression we can make on the people we reach. Brand and identity strategy provides a hierarchy, logic, and framework for the messages that best promote the work we do as a professional community. It ensures that we speak with one voice about who we are, what we’re doing, and why our work is important. This Branding and Identity Guide is a crucial part of the Stevens integrated marketing strategy. The guidelines described here establish the core elements of the Stevens brand and provide guidance and standards for coherently and effectively articulating the brand across all media. The ultimate goal of these guidelines is to provide a structure that will streamline and unify external communications, from the briefest phone call to the most complex web site. There are several benefits to integrated branding: • One Voice: When we speak as one, we strengthen the ideas we communicate individually. • A unified brand protects the integrity and reputation of the University by developing a recognizable, authoritative identity. It does justice to our proud legacy and the unlimited future of the University. • A well-executed brand strategy increases the profile of the University as a whole, which increases the profile of, and opportunities for, all units and endeavors. • In the competitive higher education marketplace, clearly defining our identity and consistently articulating the unique aspects of a Stevens education are strategic imperatives. Without strategic branding, our competitive presence in the market may be jeopardized. • Strategic branding has a direct effect on faculty, staff, and student recruitment as well as external partnerships. Branding strategy profoundly influences our growth and performance as an organization.

Stevens Institute of Technology | Branding and Identity Guide



BRAND POSITIONING Who We Are Stevens Institute of Technology is a renowned national research university with a rich legacy of more than 140 years of innovation and entrepreneurship. Stevens prepares the next generation of technology, science, and business leaders.

Why We Are Unique Stevens is noted for: • Its unique academic approach, focusing on real-world innovation and entrepreneurship • Its highly distinctive and extremely well-regarded research programs • Its well-established partnerships in business, industry, and government • Degree and certificate programs that are developed and designed in direct response to market demands • A culture of academic and scientific excellence, entrepreneurial creativity, and commercial viability • Outcomes and placement rates that consistently outperform the national average, driven by the exceptional preparation of our graduates Our Legacy Since its founding in 1870 as the first College of Mechanical Engineering in the nation, the Stevens legacy continues to be that of preparing the country’s most productive innovators and entrepreneurs in engineering, science, and technology. Among the most notable members of our community are: • ASME Founded at Stevens, 1880, The American Society of Mechanical Engineers has been a perennial leader in developing technical standards for more than 130 years. Today the organization has 125,000 members worldwide and conducts one of the world’s largest technical publishing operations. • John W. Lieb, 1880, pioneer in the design and construction of hydroelectric generating plants. • Frederick Winslow Taylor, 1883, founder of the field of scientific management. • Charles Stewart Mott, 1897, co-founder of General Motors. Established the Charles Stewart Mott Foundation, a major American philanthropy. • Louis Alan Hazeltine, ‘06, inventor of the neutrodyne circuit, which made radio commercially viable by neutralizing the feedback that plagued radio receivers. • Eugene McDermott, ‘19, co-founder of Texas Instruments. • Frederick Reines, ‘39, winner of the 1995 Nobel Prize for the definitive discovery of the neutrino, a subatomic particle that had eluded scientists for twenty years. His work illuminated the inner workings of stars, which helped explain the existence of elements like copper, silver, platinum, and gold. Stevens Institute of Technology | Branding and Identity Guide




• Alfred W. Fielding ‘39 M.S. ‘43 D.Eng. ‘86, invented bubble wrap in 1957 and later cofounded the Sealed Air Corporation to develop and market the product. • Wesley J. (Jack) Howe, ’43, was the first non-family member to lead Bectcon Dickinson, which he did as CEO and President for 16 of his 43 years with the organization. In addition to his BS from Stevens, he also received an MS (’53), and honorary PhD (’81) and an honorary MTM (’97). • Rowland W. Redington, ‘46, developer of magnetic resonance imaging (MRI) and computeraided tomography (CAT) machines used in health care. • Frank L. Fernandez, ‘60, Director of Defense Advanced Research Projects Agency (DARPA), from 1998–2001. • Lawrence T. Babbio, Jr.,’66, Vice Chairman and President of Verizon Communications, Domestic Telecom Group, from 2000–2007. • Virginia Ruesterholz, ‘83, President, Verizon Telecom. Our Faculty Stevens faculty are dedicated to preparing the best minds to solve the world’s most challenging problems. Gifted educators, internationally known researchers, business leaders and innovators in their fields, they are committed to creating an educational environment that enables and facilitates leaders. Our Research Stevens is noted for its highly productive and uniquely entrepreneurial applied research program, which is founded on the fundamental institutional belief that the value of any innovation is truly measured by its real market application. Our faculty, students, and industry partners discover, develop, and successfully transfer to the marketplace real solutions to critical problems. Our Location The main Stevens campus is truly the best of all worlds. A 10-minute ferry or commuter train ride from midtown Manhattan, the University’s tranquil campus rests at the highest point in Hoboken, New Jersey, overlooking the Hudson River. Students studying on campus can take advantage of world-class research facilities, a bustling intellectual community, and the charms of historic Hoboken, just minutes away from the nation’s epicenter of commerce, technology, and culture. The new Stevens DC location enhances the University’s ability to serve new and existing Washington area partners with innovative graduate programs and modular delivery. Our Student Outcomes We prepare our students for transformational leadership roles in science, technology, academia, and business. Through this unique preparation, and the outstanding work of our offices of Cooperative Education and Career Development, Stevens graduates are in high demand and command salaries well above the national average.

Stevens Institute of Technology | Branding and Identity Guide


BRAND PROMISE The unique qualities of the education, resources, research, and opportunities found at Stevens form a set of messages vital to communicate to our prospects and constituents. Clearly stating and keeping the promises we make is crucial to maintaining the authenticity and authority of the Stevens brand.

IMPACTs AND OUTCOMEs • A Stevens education is unlike any other. Stevens students, at both the undergraduate and graduate levels, are uniquely prepared to make a difference in their fields through a rigorous focus on innovative and entrepreneurial problem solving and critical thinking. • Regardless of field or discipline, instruction and research at Stevens takes place in a highly collaborative cross-disciplinary setting, where students learn to transform new ideas and research into viable solutions for the marketplace. • A Stevens education is transformative, positioning our students to have an immediate impact within their organizations and the world. • Year after year, class after class, Stevens graduates are in high demand as leaders in industry, academia, and government. • Stevens forges extensive partnerships with regional, national, and international business, government, and industry entities. These partnerships open the door to cutting edge collaborative opportunities and productive and profitable entrepreneurial ventures. • Our established partnerships in industry and government create a proven and valuable networking resource for our students. • Research at Stevens transforms new knowledge into tangible improvements to realworld challenges. • At Stevens, the quest for new and essential knowledge has created a culture of academic and scientific excellence and entrepreneurial creativity with a focus on commercial viability. • The highly productive research programs at Stevens are maintained by an extensive support system that assists with identifying national and global problem sets, finding and applying for funding opportunities, and realizing research in the marketplace. Stevens undergraduates enjoy research opportunities typically reserved for graduate students at other universities.

Stevens Institute of Technology | Branding and Identity Guide


BRAND DRIVERS Stevens has a long and rich history, a broad range of excellent academic programs, and an extensive entrepreneurial enterprise. Communicating about the scope and scale of the current endeavors at Stevens can be challenging, and providing a sense of history adds another layer of complexity. The points outlined in this section offer effective descriptions and proofs of some of the most important and unique aspects of the Stevens brand.

Referring to the University When referring to the University in official publications or interviews, use the full name, “Stevens Institute of Technology, ”or “Stevens.” Do not use “Stevens Tech,” “Stevens Institute,” or “SIT.” Also, the preferred way to refer to Stevens is the “University,” rather than the “Institute.” This is to more accurately reflect the multi-school academic institution that also focuses on Graduate education. In addition, in certain parts of the world the word “Institute” typically connotes trade schools.

Key Messages • Stevens Institute of Technology is a renowned national teaching and research university, with a rich legacy of more than 140 years of innovation and entrepreneurship. Stevens prepares the next generation of technology, science, and business leaders. • The broad-based Stevens education develops and encourages innovation, knowledge creation, entrepreneurship, and leadership.Our focus, our size and our location make Stevens unique in the world. • Stevens prepares its students to solve the world’s complex problems. • At some universities, brilliant research is the goal. At Stevens, it’s just the beginning. • For more than 140 years, Stevens has simultaneously defined and expanded the frontiers of American technological innovation. • At Stevens you don’t just study, you collaborate—with gifted educators, industry leaders, government partners, and experienced entrepreneurs. • The Stevens education combines rigorous academics, applied research, and supported market realization to turn great ideas into real-world solutions. • The Stevens DC location enhances the University’s ability to serve new and existing Washington-area partners with innovative graduate programs and modular delivery. • Through its many master’s degree and certificate programs, WebCampus, an award-winning pioneer in distance learning, delivers the same rigorous educational content and excellence in teaching as our on-campus programs.

Stevens Institute of Technology | Branding and Identity Guide




Proof Points Stevens among the nation’s most distinguished research universities and consistently ranks in the top 10% of all U.S. universities in terms of the value of its educational, research, and placement outcomes. Recent Rankings • Top 20 in the nation for student net return on investment (ROI) (Bloomberg Businessweek) • #3 among U.S. research universities for ROI for research ( • #2 in the nation for online engineering programs (U.S. News & World Report) • Among the top 20 most entrepreneurial campuses (The Princeton Review) • Among the 25 most connected campuses (The Princeton Review) • #14 for career development (The Princeton Review) NATIONAL CENTERS of EXCELLENCE Stevens has been awarded three National Centers of Excellence designations, an astounding achievement for a university of our size. • The National Center for Secure and Resilient Maritime Commerce (CSR) • The National Systems Engineering Research Center (SERC) • Atlantic Center for the Innovative Design and Control of Small Ships (ACCESS) CLASS OF 2010 at graduation: • Accepted Salary Offers: Stevens Average: $61,050; National Average: $57,635* • Multiple Job Offers: Of graduates accepting employment, 38% chose from more than one job offer IMPORTANT STATISTICS • More than 100 faculty/student patent applications during the past six years • 24 patent applications filed in 2010 • 55 research projects ($26.2 million) currently funded by the NSF • $37 million in annual research expenditure for FY11Approximately 90 faculty/student patent applications during the last decade

*National Average data reprinted from the Spring 2010 Salary Survey, with the permission of the National Association of Colleges and Employers, copyright holder.

Stevens Institute of Technology | Branding and Identity Guide




Stevens Research is funded by many federal agencies and private organizations including • National Science Foundation (NSF) • Office of Naval Research (ONR) • Department of Defense (DoD) • Air Force Office of Scientific Research (AFOSR) • Army Research Office (ARO) • Department of Education (DoEd) • National Aeronautics and Space Administration (NASA) • Department of Energy (DoE) • National Institutes of Health (NIH) • Environmental Protection Agency (EPA) • U. S. Army Armament Research, Development and Engineering Center (ARDEC) • The Port Authority of New York and New Jersey (PANYNJ) • Lockheed Martin • Northrup Grumman • Exxon Mobil • Boeing Aerospace

Stevens Institute of Technology | Branding and Identity Guide


STRATEGIC TAGLINES Main Strategic Tagline: THE INNOVATION UNIVERSITY Every constituency at Stevens—from the Board of Trustees, to the administration, to the faculty, students, and staff—is committed to building a culture that embraces and achieves end-to-end innovation. Innovation as a core institutional value has permeated the Stevens community in all of its endeavors since the University’s inception. The main strategic tagline, “The Innovation University,” reflects this commitment, legacy, and objective.

ADDiTIONAL TAGLINES In addition to the main tagline, the marketing department creates specific, targeted language for advertising campaigns and communications. Here are several examples: • Thinking Innovation? Think Stevens. (“Innovation” can be substituted with “Engineering,” “Systems,” etc.) • Innovation is in our DNA. • Competitive Advantage. Delivered. • Time to Advance. • Innovation. Knowledge. Solutions. Departments seeking to develop new, or integrate existing, taglines should reach out to the Marketing and Communications team for assistance. Any proposal to adopt a new mark for any Stevens activity should be raised first with Marketing and Communications. Any new mark will require legal review and approval by the President’s Cabinet prior to adoption. In general, adopting new marks is a time-consuming and expensive process so only marks that are believed to be critically important to a Stevens activity should be proposed.

Stevens Institute of Technology | Branding and Identity Guide



INTRODUCTION One of the most effective and efficient ways to establish a clear and understandable connection among communications efforts is the consistent and standardized application of the University identity system. The identity system defines, regulates, and encourages the use of a set of graphic elements in order to clearly and consistently mark communications with the Stevens brand. Consistently following the University identity system is a crucial part of establishing and reinforcing the Stevens brand. The graphic identity standards detailed in the following pages will promote the recognition of Stevens Institute of Technology, help achieve critical communications and branding objectives, and visually unify the many academic and promotional efforts of the University.

Stevens Institute of Technology | Branding and Identity Guide


THE OFFICIAL LOGO FAMILY There are three official Stevens logos.


The Primary Logo should be used in most situations.

The Secondary Logo


The Secondary Logo should be used in cases where the design of the final piece is improved by the centered logo.

The Apparel Logo is provided as an additional option to the Primary and Secondary logos for use on merchandise.

Logo available at

Stevens Institute of Technology | Branding and Identity Guide


IDENTIFICATION AND USAGE OF LOGO ELEMENTS Official Logo The Official Logo should be used in most instances and wherever possible.

S-Shield S-Heading S-Stevens S-Main


Using the elements individually The following guidelines define permissible usage of the individual logo elements: S-Shield The S-Shield should only be used in places where the full logo is not necessary, such as footers, icons, background images, watermarks, lapel pins, etc. S-Main The S-Main should only be used in applications where the quality of the shield in the Official Logo would disintegrate to the point of being unreadable. S-Heading This element may be used by itself only in cases where a promotional item’s print area is too small to accommodate the S-Shield and S-Tagline. S-Tagline This element may be used by itself only in cases where the slogan works as a design element, such as footers on flyers, advertisements, etc., and only in contexts where the full logo has appeared previously. S-Stevens In some instances, such as premium items or apparel, it may be necessary to simply represent the Stevens name. In those cases, use of this logo element is permitted.

Stevens Institute of Technology | Branding and Identity Guide


LOGO USAGE GUIDELINES Area of Isolation To ensure legibility and to heighten the visual impact of the logo, an area of isolation equal to at least 1/4 (one-fourth) the vertical distance of the S-Main element must be maintained on all sides of the mark. Additionally, the mark should always have sufficient contrast with its environment and never be obscured by competing visual elements.

1/4 the vertical distance of the S-Main element

S-Main element

GENERAL GUIDELINES Never reproduce the logo by progressive photocopying, redrawing, or retracing, as these actions degrade quality and introduce inconsistency, thus destroying the logo’s unifying function. Although strict rules cannot be given, some general guidelines about the immediate graphic environment of the mark have been established.

DO NOT add text or graphic elements

DO NOT change or add colors

DO NOT change the proportions of the lockup

DO NOT change the placement of the elements

DO NOT change the typefaces


DO NOT add a drop shadow

Stevens Institute of Technology | Branding and Identity Guide




It is never acceptable at any time to use previous or unauthorized versions of the logo.

Official Logo on clear background When imprinting on transparent backgrounds (glass doors, glassware, vinyl decals, etc.), this version must be used.

Official Logo on white background When imprinting on paper or other white background, this version must be used.

Official Logo on light color background Unless the color logo is certain to reproduce effectively, the black logo should be used for sufficient contrast and readability when imprinting on a light color background. Exceptions may be made for assorted premium items and apparel as long as logo visibility and integrity are preserved.

Official Logo on dark color background When imprinting the logo on a dark color background (e.g., navy blue, charcoal gray, etc.) the white (reversed out) logo should be used. Exceptions may be made for assorted premium items and wearables (T-shirts, pens, backpacks, etc.). In these cases, discretion should be used to ensure logo visibility and integrity.

Official Logo overprinted on photos The full color logo should never be placed on top of photos or images; the white logo should be used instead. Alternatively, the color logo framed in a white box (meeting the area of isolation guidelines) can be used.

Stevens Institute of Technology | Branding and Identity Guide


IDENTITY TYPEFACES The identity typefaces used in the Official Logo Family are: 1

3 2


1 - Angleterre Book - Regular 2 - Catriel - Regular 3 - Meta Plus Normal - Italic 4 - Maverick - Bold

When the name of the University appears in running text, it should be typeset per the rest of the paragraph, using title case: Stevens Institute of Technology. At no time may the logo, or any portion of it, appear within running text. Additionally, no attempts should be made to recreate the font and style of the Stevens logotype within text.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc accumsan pharetra vulputate. Fusce ac eleifend eros. Sed mattis neque tempus augue tristique.

Stevens Institute of Technology | Branding and Identity Guide


IDENTITY COLORS Color is an integral part of the Stevens corporate identity and a central component of the branding strategy. In order to reinforce logo and brand recognition, the color guidelines provided here should be followed as closely as possible across all media.

Guidelines The official school colors of Stevens Institute of Technology are red and gray. A Stevens logo color palette has been established to ensure consistency in reproduction. Refer to the usage guidelines on the previous pages to determine which version of the logo is best suited to a given application; refer to the chart below when selecting colors. The effective execution of the identity colors depends upon the consistency of their colors reproduction. Pantone Matching System (PMS) color names should be provided whenever specifying color to a vendor. Print Color Specifications Pantone Spot (PMS) Colors: Stevens Red: PMS 201 (coated paper) PMS 187 (uncoated paper) Stevens Gray: Cool Gray 6 Black: Process black

Process (CMYK) Stevens Red: Stevens Gray: Black:

Colors: C=0, M=100, Y=63, K=29 C=0, M=0, Y=0, K=40 C=0, M=0, Y=0, K=100

Process black and red PMS 201 are additional approved colors for use in one-color applications. Web Color Specifications Hexadecimal values: Stevens Red: #A32638 Stevens Gray: #AFAFAF Black: #000000

RGB (Red-Green-Blue) Colors: Stevens Red: R=163, G=38, B=56 Stevens Gray: R=175, G=175, B=175 Black: R=0, G=0, B=0 When assigning colors to text in Microsoft Word, select “More Colors,” then “Custom,” and insert the above values using the RGB color model.

Graduate Blue Specifications The blue specified below is permissible for use on graduate studies collateral, branding, and creative. Departments should confer with Graduate Marketing when considering usage of Graduate Blue in applications beyond graduate studies. Pantone (PMS) Color: PMS 296 (coated paper) RGB Color: R=7, G=11, B=54 Hexadecimal Value: #070B36 Palettes for publications can be developed in collaboration with the Marketing and Communications team.

Stevens Institute of Technology | Branding and Identity Guide


LOGO FILES FOR DOWNLOAD Versions of every logo file are available for download at

Choosing an Appropriate File format EPS (.eps) files are relatively large, entirely scalable vector image files that provide high quality, smooth-edged reproduction. JPEG (.jpg) files are relatively small raster image files that can be scaled down successfully, but should never be scaled up. As a general rule, use JPEG files for online applications and EPS for everything else. Note: JPEG format uses a compression method that removes data from a file whenever it is saved. Re-saving a JPEG file degrades its quality and so should be avoided.

USING THE FILES Do not attempt to open or modify the logo files. Rather, you should “import” or “insert” them into your document. Once a logo is in your document, it may be too large for your desired use— resize the logo making sure the aspect ratio is locked to ensure the logo is not distorted with the size change. Official Logo 1. Color Logo EPS | JPEG 2. Process Black Logo EPS | JPEG 3. Spot Color Red Only Logo EPS | JPEG 4. Reversed out (white) Logo EPS | JPEG Secondary Logo 1. Color Logo EPS | JPEG 2. Process Black Logo EPS | JPEG 3. Spot Color Red Only Logo EPS | JPEG 4. Reversed out (white) Logo EPS | JPEG Apparel Logo 1. Color Logo EPS | JPEG 2. Process Black Logo EPS | JPEG 3. Spot Color Red Only Logo EPS | JPEG 4. Reversed out (white) Logo EPS | JPEG Transparent Surface Logo (for glass, etc.) 1. Official Logo (color) EPS 2. Secondary Logo (color) EPS 3. Apparel Logo (color) EPS

Logo available at

Stevens Institute of Technology | Branding and Identity Guide


MASCOT The duck The Duck is the Official Stevens Institute of Technology Mascot.

Pantone Hexadecimal

Dark blue outline: PMS 648C #003366 Shadow:

PMS 506C #EFE3B9

Bill, legs, feet:

PMS 715C #FC9E49

Foot shadow:

PMS 201C #A32638

Logo available at

The Ducks Logomark

The ducks mascot costume

Stevens Institute of Technology | Branding and Identity Guide


ADDITIONAL GRAPHICS In addition to the Stevens graphic identity system, the University owns several legacy marks related to specific initiatives and ideas. These marks are not in current usage but may be updated or reintegrated as needed in the future. If you have a need for one of these marks, please contact the Marketing and Communications team.

Logo available at

Stevens Institute of Technology | Branding and Identity Guide


UNIVERSITY TYPEFACE The official Stevens typeface is Trade Gothic. Permissible fonts in the Trade Gothic typeface: • Trade Gothic Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz &1234567890 • Trade Gothic Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz &1234567890 • Trade Gothic Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz &1234567890 This typeface is to be used in all official University communications disseminated by the following offices: • Undergraduate Admissions / Communications • Graduate Admissions / Communications • News and Media Relations • Office of the President • Alumni

Guidelines Legibility and consistency are the primary concerns when setting type. Extended and condensed fonts should be avoided entirely; the oblique font should be used sparingly. Bold is appropriate for headers and call-out text; avoid setting long paragraphs in bold.

Stevens Institute of Technology | Branding and Identity Guide



PRINT STANDARDS The stationery system Stationery serves as an important communication link between Stevens Institute of Technology and its audience. All University units will use the standard stationery items defined here for correspondence and outreach. The stationery system comprises letterhead, envelopes, and business cards. Individual names appear on business cards, but not on letterhead or envelopes. Appropriate school, office, division, department or program names should be included on business cards, letterhead, and envelopes. Paper Stocks For standard stationery items, the following paper stocks are used: Letterhead: Strathmore Ultimate White, 24 lb. unwatermarked writing Second sheet: Strathmore Ultimate White, 24 lb. unwatermarked writing Business Card:

Strathmore Ultimate White, 88 lb. cover Bristol

Envelopes: Strathmore Ultimate White, 70 lb. unwatermarked text

Ordering Stationery At this time, University offices may order business cards, letterhead and envelopes by contacting PermaGraphics directly at 201-814-1200. PermaGraphics is the only approved vendor for supplying stationery to the University. A quote and purchase order are required for all orders.

Stevens Institute of Technology | Branding and Identity Guide




Stationery Sample: administrative department

Stevens Institute of Technology | Branding and Identity Guide




Stationery Sample: academic unit

Stevens Institute of Technology | Branding and Identity Guide


ONLINE STANDARDS The Internet is the University’s largest and fastest growing communication and engagement channel, with more than 100,000 unique visitors per month. Excellence in web communication is an expected level of basic competence for an elite technology school. Stevens Institute of Technology requires an online presence of the highest possible standards to support the strategic goals and reputation of the University. Objectives • Reflect the elite level of the University’s academic innovation and technological research excellence. • Showcase the University’s rich legacy, unique attributes, distinctive offerings and national and global impact. • Provide each visitor the opportunity to seamlessly navigate across all sites within the stevens. edu domain to locate targeted information and discover new content. • Engage visitors across all stakeholder groups. Strategic Goals • Showcase the Stevens legacy, culture and offerings. • Attract and recruit top tier students, faculty and staff from new and established markets. • Advance and promote the University’s public profile—locally, regionally, nationally and internationally through media engagement. • Optimize communication and information delivery to a broad and complex range of stakeholders. • Facilitate life-cycle engagement—from pre-applicants to alumni. Page templates • Web page templates and design consultation are available from the Marketing and Communications office. Please contact Meagen Henning (201-216-5116) for questions in this area.

Stevens Institute of Technology | Branding and Identity Guide


SOCIAL MEDIA CHANNELS Everyone in the Stevens community is encouraged to participate in, and actively promote, the University’s official social media channels.

Stevens Institute of Technology | Branding and Identity Guide


SOCIAL MEDIA STANDARDS Best practices Facebook, Twitter, YouTube, blogs, and other social networking venues can be extremely useful tools for connecting with prospective and current students, colleagues, partners, alumni, parents and friends. The effective use of these platforms can encourage interaction and discussion and publicize campus organizations, events, and news items. When using social media, it’s important to protect your personal and professional reputation and the University’s image. The following recommendations are provided to help you make informed decisions about starting and maintaining a personal or professional social media presence on behalf of the University. For questions related to social media usage, contact Marnie McDonough, Associate Director of Communications, at or 201-216-8027. GENERAL RECOMMENDATIONS Define the project. There are many questions to consider before establishing a social media presence. Who is your target audience or audiences? What kind of dialogue or interaction do you want to encourage from your users? To what extent will you interact with your users? What kinds of information will you provide and how frequently? Realistically, how much time can you spend developing, maintaining, and refreshing content and monitoring and moderating comments? Establish your authority. When setting up a social media identity related to the University, it’s crucial to establish that you are authorized to “speak” on behalf of the University. Please consult with your manager to determine whether you are authorized and whether your manager has any limitations or suggestions. Be honest, forthcoming and thoughtful when posting, provide relevant, timely and useful information, and understand the long-term implications of your behavior online. Be respectful. Always maintain a constructive and respectful attitude while discussing ideas or disagreeing with a concept or person. Don’t post in anger or in haste. When in doubt, refrain from participating. Think before you post. All online content is public, easily searchable, and should be considered perpetually discoverable—even after any given account is disabled or deleted. Anything you contribute online may be found by future employers, graduate programs, personal acquaintances, and complete strangers. Transparency is key. It is a best practice to never post anonymously on social networking sites. Create and consistently use a single online identity. Only mention Stevens affiliation when it is appropriate and relevant. Be accurate. Make sure your posts are factually accurate and include appropriate citations and links whenever possible. If you make an error, correct it quickly and visibly. Protect all personal information. Do not include your own personal information or personal information relating to any student, faculty member or employee of the University. All applicable laws and policies relating to student and other data apply within social media. If you are unsure about a certain piece of information, it’s better to leave it out.

Stevens Institute of Technology | Branding and Identity Guide




Be aware of copyright, trademark and other legal issues. It’s your responsibility to ensure that all content you post is in compliance with law and policies of the University. For example, if you post copyrighted material (e.g., a photograph, video or piece of original textual material) that is not owned by the University or by you, it could result in a claim for copyright infringement. Check any materials or information you are posting to the web to ensure that the University has the right to use them in the manner you are intending. If you have questions about authorized use of materials, please contact the Marketing and Communications Department or the University’s General Counsel. Maintain personal sites on your own time. Work time should be used only for Stevens-related business and Internet activity. MANAGING A SOCIAL NETWORKING SITE ON BEHALF OF STEVENS In addition to the recommendations listed above, you should: Identify yourself and your role. If you are posting on behalf of Stevens, clearly identify who you are and what role you play at the University; do not post anonymously. Speak within the boundaries of your role at Stevens. Note: If you run a page (e.g., Stevens1870), as opposed to a profile (e.g., Marnie McDonough), you can choose to post solely on behalf of that page. In this circumstance it’s not necessary to identify yourself as long as you speak in the voice and tone of the University, never share personal opinions, and adhere to the mission and messages of Stevens at all times. If there is more than one person who tweets on behalf of a Twitter feed, the recommended standard is to identify who is tweeting and when. Keep your site active. Posting a reliable stream of new content is key to maintaining an engaged audience. Campus entities with social networking presences should post new content at least four times a month for Facebook, at least four times a week on Twitter. If your group decides not to maintain the site, take it down. Encourage interaction. Prompt discussion by asking questions or introducing topics. User comments may not always be positive and much of a site’s credibility is dependent on allowing negative and positive comments to coexist. Monitor comments. A free and lively commenting forum establishes credibility and community. A clear and prominent statement about the boundaries of acceptable behavior should be included on any social media site. Comments should be monitored regularly. Comments that are harassing, threatening, obscene, derogatory, libelous, malicious, or contain hate speech should be deleted immediately and you should follow up with other University personnel to report such activity and determine whether any further action is required. Again, remember, all University policies apply to use of social media on behalf of the University. Appropriate Use. Make sure that use of all social media and use of the University’s logos and marks are on behalf of the University and for purposes related to the University. The University is a tax-exempt organization and its facilities and web presence should not be used for political purposes, to endorse, advertise or sell any product or service or otherwise engage in activity unrelated to the University. Link back. Like the main Stevens Facebook page ( and/or follow us on Twitter (@followstevens). Let the staff in Communications know about your site and we’ll link to you on the official Stevens social networking sites. Stevens Institute of Technology | Branding and Identity Guide




Use University logo and identity marks appropriately. The use of these marks identifies your site as an official part of Stevens Institute of Technology and helps strengthen the University brand. Follow the standards outlined in this guide. The original source for many of these ideas comes from the social networking policies at other universities including DePaul University and Weber University.

Stevens Institute of Technology | Branding and Identity Guide


Email STANDARDS Email SIGNATURE GUIDELINES All University email signatures should contain name, title, department, college (if appropriate) and contact information set in Arial, followed by linked online media graphics, per the example below.

Example of email signature WITH TITLE AND DEPARTMENT

Example of email signature WITH TITLE AND DEPARTMENT (no images)

Penelope Pfeffernusse Director of First Impressions Office of Brand Continuity T 201 216 5000 F 201 216 5001

Penelope Pfeffernusse Director of First Impressions Office of Brand Continuity T 201 216 5000 F 201 216 5001

STEVENS INSTITUTE OF TECHNOLOGY apps • facebook • twitter • news • youtube

An HTML template is available at

Example With Title, Department, and College

Example With Title, Department, and College (no images)

Penelope Pfeffernusse Distinguished Professor of Physics Department of Physics Schaefer School of Engineering and Science T 201 216 5000 F 201 216 5001

Penelope Pfeffernusse Distinguished Professor of Physics Department of Physics Schaefer School of Engineering and Science T 201 216 5000 F 201 216 5001

STEVENS INSTITUTE OF TECHNOLOGY apps • facebook • twitter • news • youtube

An HTML template is available at Stevens Institute of Technology | Branding and Identity Guide




Links Official logo Twitter

Facebook News feed

iPhone app Android App YouTube

Campuswide Email Guidelines To be provided later, please contact Meagen Henning (201-216-5116) for details.

Stevens Institute of Technology | Branding and Identity Guide


video standards Any video production at Stevens that is intended for public release should conform to the following standards when possible: Shot in HDV at 29.97 fps, 1920 x 1080 (16:9)

Begin with the official Stevens logo introduction slate:

For lower thirds, we use the Stevens logo on a white background with the text in white over a gray background with a gradient fade-off:

If used, titles should be placed within standard 16:9 title safe area:

Conclude with a slate with calls to action for our social media channels and monthly newsletter:

Conforming to these standards will ensure compatibility with the News and Media Relations multimedia assets and increase our ability to promote and distribute any content provided.

Stevens Institute of Technology | Branding and Identity Guide


Photography standards Image quality standards General Images used to promote Stevens Institute of Technology should be of high quality and files should be the appropriate size, resolution, and format for the given media application. Images that are poorly exposed, composed, focused, cropped, color-balanced, or inexpertly edited in a program like Photoshop or similar can severely undermine our brand image or an otherwise excellent publication, presentation, or web page. Saving an image to JPEG format should be the final step in image editing. Each time a JPEG is saved, data is removed from the file and a degree of degradation occurs. For this reason, it’s important to always keep a TIF or PSD version on hand for editing and only save once to a JPEG. Recommended Image Resolution Do not use online photos for print applications. High resolution print-ready photography can easily be converted for use on the web, but it is not possible to convert low-resolution web imagery into files suitable for print reproduction. Web and PowerPoint Images that will be viewed onscreen (e.g., online and in PowerPoint presentations) should be 72 dpi and used at 100% of size to optimize loading speed. Newsprint Photos that will be printed on newsprint or similar stock should be 100–150 dpi. Full-color Print Reproduction Print imagery should be minimum 300 dpi (or double your print vendor’s stated line screen), and edited appropriately for dot gain and color correction. Content of images In general, avoid images that include prominent non-Stevens branding or intended or unintended product placements (e.g., water bottles; apparel bearing logos of other schools or sports teams; caps, hats, bags, or accessories advertising a product or sports team, etc.) Release forms and copyright Prior to use of any photograph or video, ensure that an appropriate release form is obtained to give the University the right to use such photograph or video. Generally, releases will be required for all images in which individuals are recognizable. Please contact Meagen Henning (201-216-5116) for release forms and policies. When using photography, you should also check to determine whether Stevens owns the rights to the photograph and whether a credit to the photographer is required. Contact Communications for Photo Requests Please contact Meagen Henning (201-216-5116) for photography requests. These guidelines are based on the UC Davis photography standards. Stevens Institute of Technology | Branding and Identity Guide


Photography standards


DO use high-quality imagery at the appropriate resolution for the medium.

DO NOT stretch or scale the photograph in a single direction. Always adjust the image proportionally.

DO NOT zoom into a very small area of the original image; find a more suitable image instead.

photo: Jim cummings

DO NOT use imagery that depicts non-Stevens brands, teams, logos or products.

DO NOT use stock photography or generic imagery unless absolutely necessary. ALWAYS make sure it represents the university appropriately.

AVOID black-and-white or duotone imagery.

Stevens Institute of Technology | Branding and Identity Guide


Merchandise and apparel standards Stevens merchandise and apparel offerings generally follow two distinct lines: the University brand and the athletic/collegiate brand.

University Brand The University brand is presented with the Stevens apparel logo (see Official Logo Family), the shield, or the official logo, depending on the item. Examples of University brand merchandise:

Athletic/Collegiate Brand The athletic/collegiate brand features a traditional collegiate “S” often embroidered in the Stevens red, gray, or white depending on the background material and color. In addition, the word “STEVENS” in the same style lettering is used in an arch with a specified radius to ensure consistency across all suppliers. Examples of athletic/collegiate brand merchandise:

COLOR Color selection for apparel and merchandise logos should follow the graphics standards specifications outlined in this guide.

Stevens Institute of Technology | Branding and Identity Guide


Merchandise and apparel standards


ATHLETIC department APPAREL AND UNIFORMS Athletic block lettering is appropriate for Stevens athletic apparel. It is also acceptable to use the Stevens name in Angleterre Book Regular font, in all caps. Examples:

STEVENS STEVENS It is encouraged that team uniforms incorporate the shield portion of the Stevens logo.

Optimal placement might include: •

On the sleeve

On the back of the jersey, below the neckline

Jersey Color and Shield Specifications • If your team jersey is white, use the full color shield. • If your team jersey is black, use the white shield or the full color shield. • If your team jersey is red, use the white shield. Please note: because of the complexity of the shield, embroidery is not recommended and may cause distortion of the mark. Some vendors will not be able to embroider it at all. Please opt for screen printing, as the shield should render properly when this method is used.

Stevens Colors Please note the change to Stevens red and gray PMS colors, and communicate these colors with your jersey vendors: Stevens Red: PMS 201 Stevens Gray: Cool Gray 6 Please see page 18 for more details.

Stevens Institute of Technology | Branding and Identity Guide



ReSourses In order to facilitate adoption, ease of use and consistency across a variety of media, the templates below are available at This Branding & Identity Guide and these templates will be updated periodically.

Downloadable assets • Logos • PowerPoint Presentations • Email Signatures • Digital Letterhead

Contact Information Michael Schinelli AVP for Marketing and Communications 201-216-8357

Marnie Lawler McDonough Associate Director, Communications 201-216-8027

Meagen Henning Assistant for Marketing and Media Relations 201-216-5116

Michael Hofmann Interactive Web Designer 201-216-5152

Julio Macavilca Web Engineer 201-216-8331 Christopher Robinson Director of Multimedia 201-216-5238

Stacey Greene Director of Publications 201-216-5184 Danielle Woodruffe Director for News and Media Relations 201-216-5139

The Office of the General Counsel may be consulted for general advice regarding this Guide and copyright, trademark and other intellectual property matters generally. Kathy Schulz General Counsel 201-216-5667

Stevens Institute of Technology | Branding and Identity Guide


Stevens Institute of Technology Branding and Identity Guide  

Branding and Identity guide for Stevens Institute of Technology.

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