SMA 2022-2023 Brandbook

Founded in 2003, the Student Marketing Association (SMA) is SFU’s creative and innovative marketing-based student organization. Our focus is to bring together like-minded individuals who are interested in exploring the different areas of marketing and are seeking to gain experience and skills. Through a variety of programs and events, SFU SMA offers practical learning and leadership opportunities.

Our Values

Collaboration

From the events we organize to the socials we host, everything is done together as a group. Our main pillar is to foster a collaborative environment in everything we do!

Mentorship

We make sure we can bring in the best speakers, judges and mentors we can into SMA.

Inclusivity

Your major is not a factor when you join SMA. There are roles that you can fill whether you are or are not a business student!

Logo Identity Usage

Our logo is the star (or triangle) behind our visual identity. It provides our audience with a clear look into the fun, yet professional atmosphere we foster in the work we do. Placement and usage of this logo must be done carefully and deliberately to ensure the content we create is correctly represented and maintained to support SMA’s image.

Maximum reduction

To allow for legibility, the logo should not be reduced more than the following dimensions:

120.33 px by 122.83 px

This is the main logo used for SMA’s branding.

75.56 px by 60.61 px

The white logo should be used on a blue gradient whenever possible for consistent branding. This is mainly utilized on social media graphics and print materials where colour printing is accessible. Varying shades of blue gradients may be used, however the white logo must stay consistent, with enough contrast between the logo and the background to make it legible.

In cases where the logo is too repetitive or there is an abundance of text on a graphic, the logo may be used as just the image of the triangle to ensure consistent identity usage.

Gradient logos may be used for more creative layouts with a solid background that contrasts the gradient colours. This may also be used in print materials where coloured printing is offered, but limitedly. This logo is a good altnerative to the main SMA logo and is used most frequently on the SMA website. Logo gradient should remain within SMA’s brand colours (refer to 03: Primary Brand Colours).

In cases where the gradient does not contrast well with the background, alternate back to main logo. Refrain from using stroke on logo.

Black logo is used for serious branding and when coloured printing is not possible. This is mainly used in official print documents. In graphics and design materials, this should be avoided or used very limitedly as the colour associations are not entirely identifiable with SMA’s image.

In cases where the black logo does not contrast well with the background, the white alternative may be used as another simple logo.

Primary Brand Colours

SMA’s primary identifier is our use of gradients in varying blue, turquoise, and purple shades. While SMA does not operate on strict colour palette, however, does tend to stick to more saturated and cool-toned colours. The gradient templates shown are used generally as backgrounds for social media graphics. The saturation, tone, and hue may be changed depending on the design materials.

Gradient 1 Gradient 2 Gradient 3 Accent Colour

#6FE2E2

CYMK: 50.9, 0, 0, 11.4

RGB: 111, 266, 266

#7E98ED

CYMK: 46.8, 35.9, 0, 7.1

RGB: 126, 152, 237

#76B7E3

CYMK: 48, 19.4, 0, 11

RGB: 118, 183, 227

#A185EB

CYMK: 31.5, 43.4, 0, 7.8

RGB: 161, 133, 235

#6885E9

CYMK: 55.4, 42.9, 0, 8.6

RGB: 104, 133, 233

#9380EB

CYMK: 37.4, 45.5, 0, 7.8

RGB: 147, 128, 235

The following gradients may be accessed as a template in the SMA 2022-2023 Figma file for ease of use.

#FFE86D

CYMK: 0, 9, 57.3, 0

RGB: 255, 232, 109

Ubuntu

Ubuntu is our primary typeface, which means it should be used whenever possible, particularly for headings and large text.

Ubuntu is free to download at Google Fonts

Ubuntu Bold

AaBbCcDdEeFfGgHhIiJjKkLlMmN

nOoPpQqRrSsTtUuVvWwXxYyZz 1234567890

Ubuntu Bold

Ubuntu Medium

Ubuntu Regular

Ubuntu Light

Helevetica

Helvetica i s our suppo rting typeface, which should be used for larger a mounts of body copy (anytghing over around 50 words) or for text that needs to be produced at a small size.

Helvetuica is available for purchase at Fonts.com

Helvetica Bold

AaBbCcDdEeFfGgHhIiJjKkLlMmN

nOoPpQqRrSsTtUuVvWwXxYyZz 1234567890

Helvetica Bold

Helvetica Regular

Past SMA Branding

These are some past examples of SMA branding from previous Design VPs. Notice the gradient backgrounds ventured into warmers tones for design variation. For the year 2022-2023, we will refrain from using too many warm tones as it diverges from SMA’s core image.

SMA IS RECRUITING!

Deadline to apply is June 24th @9pm

Corporate Relations Coordinators Design Coordinator Finance & Operations Coordinators Marketing Coordinators

Link in bio to apply!

SMA REACH IS RECRUITING FOR SPRING 2022 TASK TEAMS

Deadline to apply is November 5th @ 9pm

Marketing Project Managers Marketing Project Coordinators Visual Communications Coordinators

Link in bio to apply!

Right Reserved to original designers.

These colours are more aligned with SMA’s image. Standard templates from past years may be used for reoccuring posts or if we are tight on design time and can’t come up with new layout ideas

Some key elements we want to keep:

cool tone gradients (blues, greens, turquoise use yellow or orange elements to contrast the background for key tex alignment should be left aligned for readaibilit for social media posts, logos in the top left or bottom right corners to avoid overlap with Instagram UX

Recruitment Extension!

Deadline : April 21st @11:59PM

SMA REACH IS

Marketing Project Managers Marketing Project Coordinators Visual Communications Coordinators Social Media Coordinators Business Development Coordinators

Social Media Layouts

Here are some examples of layouts created for this year’s social media. One of the major goals is to have more dynamic, eyecatching layouts that incorporate a good mix of text and visuals. Past graphics are typographically-heavy. To balance, we should look to having cleaner layouts and more slides for carosel posts.

Words from our previous REACH coordinators

Nisha Mavi Project Coordinator for Business Development

Being a part of SMA and REACH has been an exceptional experience! As a Business Development coordinator I was able to gain exposure to both the marketing world and learning the logistics behind running the REACH program. This role provided me with amazing opportunities to wear multiple hats, develop transferable skills and build my professional network — all while meeting creative students and gaining friendships through the fun socials and engaging workshops!

The following image has examples of layouts that can be used as inspiration for this year’s graphics.

Image from Pinterest

Brandbook by Megan Yung (2023)