Identity Guidelines

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Because presenting a consistent brand image is critical to achieving Kalamazoo Valley Community Collegeâ&#x20AC;&#x2122;s strategic goals, our Marketing Department will manage, control and centralize communication and marketing activities throughout the College.

It only makes sense that Kalamazoo Valley utilize special talents within the college.

Whether these students are part of your staff or are marketing and design students, they need to be well versed in adhering to the guidelines set forth in this manual.

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These students will need to work closely with BrandCentral and/or the Marketing Department.

The Marketing Department is responsible for managing .edyouâ&#x201E;˘ and itâ&#x20AC;&#x2122;s visual identity.

The department coordinates the efforts of all internal and external people who communicate Kalamazoo Valleyâ&#x20AC;&#x2122;s message and identity â&#x20AC;&#x201D; including all academic, non-academic, administrative and athletic units, as well as commercial vendors.

The Marketing Department is a team of experienced professionals who have been recognized in their disciplines for their expertise in the areas of marketing, publications, writing and design, event planning, advertising, Web and other multimedia services.

To access these services, simply fill out the Project Request Form available by contacting the Marketing Department at: 269.373.7847

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,'(17,7< (/(0(176 $Q DGDSWDEOH WRRONLW Kalamazoo Valley Community College does not have a conventional logoâ&#x20AC;&#x201D;a pretty dramatic approach for a leader in higher education.

Weâ&#x20AC;&#x2122;ve implemented a Brand Identity Toolkit to represent the college in a completely different way than any other college in the country.

created to be adaptable, multi-functional and innovative.

This allows marketing materials and college communications to be flexible, adaptive and to boldly stand out in a crowded and competitive marketplace.

Just as the school focuses on innovative approaches to curriculum and training programs, the identity toolkit was

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7<3( 75($70(17 6LPSOH GLVWLQFWLYH Valley. Thatâ&#x20AC;&#x2122;s right. Simple, distinctive, easily remembered.

A first choice for higher education. As part of the overall branding process, Kalamazoo Valley is capitalizing on the power of a single word to capture attention and affect perception in a positive, proactive way.

Visually, weâ&#x20AC;&#x2122;re placing emphasis on the student-shortened version of the schoolâ&#x20AC;&#x2122;s name. â&#x20AC;&#x153;Iâ&#x20AC;&#x2122;m going to VALLEYâ&#x20AC;? is your new mantra for accessing your educationâ&#x20AC;&#x201D;on your terms.

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Approved These are the only approved versions of the TypeTreatment.

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Advertising We are Kalamazoo Valley.

The name of the college must be used on all materials for external use.

When we use Kalamazoo Valley Community College, it is important to bring focus through isolation and scale.

The TypeTreatment is stacked flush right, this lends it to be used accordingly when laying out pages or using in a template.

When we look at the future of science, we don’t see chemists, engineers and technicians—we see you.

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Advertising The TypeTreatment should always have breathing room, if that means going smaller—go smaller, but not too small.

Business Card Leading with Kalamazoo Valley is important.

When this is the case, the TypeTreatment should be prominent.

When we look at the future of visual communications, we don’t see designers, copywriters, animators and filmmakers—we see you.

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,1&255(&7 86$*( 'RQ¡W HYHQ WKLQN DERXW LW Our TypeTreatment works hard at distinguishing Kalamazoo Valley as a leader in higher education.

Do not put the TypeTreatments efforts in peril by misusing the mark in any way.

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Nope.

Do not use any accent colors in place of the primary palette.

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Do not try and re-render in any wayâ&#x20AC;&#x201D;even if it looks close.

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Do not change the orientation.

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Our TypeTreatment should always contain the â&#x201E;˘ symbol.

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-XVW ZKDW LV D 7KRXJKW0DUN " We expect to hear that question a lot, because it’s different, it’s unusual and unique to Kalamazoo Valley—and quite possibly, it’s something that’s never been conceived before, anywhere in the world.

But our intent, frankly, is to use this device as an innovative new approach in branding our school.

So, we created .edyou™, not as a trademark, or service mark, but to serve as an evocative, visual representation of the Valley brand experience.

It makes you think. And that’s the first step in changing perception—because for many, perception is reality.

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2-color on white This is the desired use of the ThoughtMark™.

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2-color on black When a darker theme is necessary.

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1-color Can be used on the primary palette only.

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7+28*+70$5. :K\ EOLQG HPERVV" Blind embossing is a raised impression made without using ink or foil on the embossed image.

The .edyou™ ThoughtMark™ is both beautifully simple and, highly complex in an evocative, multi-faceted way. It was designed to bring the Kalamazoo Valley brand experience to life—visually, in a manner that a traditional logo could not possibly achieve.

It carries a powerful message and yet, used too often—the mark itself and its impact, could be trivialized.

Blind embossing the ThoughtMark™ allows us to send the brand message in an almost subliminal way, while retaining the full intent and meaning behind .edyou™. A blind embossed .edyou™ should only be used for key, visual materials when a conceptual message and a tactile impression are of primary importance.

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7+28*+70$5. $SSURDFK A highly conceptual idea deserves white space.

It needs to breathe. It needs to communicate and connect. Isolated, yet not alone.

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Brand-Centric Used as a highly conceptual message.

The ThoughtMark™ is intended to be the entry point to the conversation.

It strengthens the brand every time you see it.

Not to be taken lightly.

Our ThoughtMark™ jump-starts the thought process for every student, asking, it’s your education, what will you do with it?

We use .edyou™ inside a speak bubble to represent innovation, technology and a distinctive approach to education—an educational experience, where you are the experience.

Brand-Centric When a piece is highly conceptual or brand-centric, the use of the ThoughtMark™ shall be the primary focus of the message.

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7+28*+70$5. $SSURDFK FRQWLQXHG The ThoughtMark™ was never intended to be used frivolously. It should be strongly guarded and thoughtfully implemented on materials.

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Brand-Centric The ThoughtMark™ is intended to be the entry point to the conversation.

It works perfectly for a business card.

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Decoration Do not use the ThoughtMark™ as a decorative element. It must be used deliberately and on approved materials only.

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Nope.

Do not switch .edyou™ with .edu.

But do not try to convince others of this by personalizing our ThoughtMark™ in any way.

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Do not place any Valley-centric word in any representation of a dialog bubble.

VALLEY

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Do not change the proportions.

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Do not change the orientation.

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Do not move any elements around.

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Do not trivialize our ThoughtMark™.

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Nope.

Do not present the ThoughtMark™ in any color than what is approved in this manual.

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Every experience is different and unique to our students.

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8QDGRUQHG³EXW SRZHUIXO Because the ThoughtMark™ concept is unusual, innovative and unique—a new concept in branding—we really want the world to see and experience this evocative mark. But, not to the extent that it’s diluted by overuse or ineffectual representational uses.

It should always and forever be employed to express Kalamazoo Valley’s most highly conceptualized messages—in essence, student’s matter most.

The mark itself, .edyou™, exists in two forms; inside a speak bubble and as an unadorned text version. Use of the latter variation still communicates the essence of the school’s brand experience, but in a slightly less graphic manner.

This version of .edyou™ was designed for inclusion on materials where the speak bubble graphic could distract from the overall message rather than function as a complementary element.

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7+28*+70$5. $SSURDFK We use .edyou™alone, outside the speak bubble when it is not necessarily the primary message, but it represents the college.

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Advertising In the marketplace, we are still known as Kalamazoo Valley—but without .edyou™ who would we really be?

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When using faces of our students, placing .edyou™ around the students face, head and shoulders creates the connection for our external audiences.

Awareness Campaign Just because the speak bubble is missing, doesn’t mean we compromise negative space.

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Internal Display Use in conjunction with student photos to support our mission.

Desktop Background When used in close proximity to the College name, .edyou™ should act as the lead element.

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,1&255(&7 86$*( 'RQ¡W HYHQ WKLQN DERXW LW Our ThoughtMarkâ&#x201E;˘ is very personal.

Every experience is different and unique to our students.

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Nope.

All of the same rules apply to .edyouâ&#x201E;˘ outside the speak bubble as they do inside.

View page 7 for examples.

But do not try to convince others of this by personalizing our ThoughtMarkâ&#x201E;˘ in any way.

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Do not run .edyouâ&#x201E;˘ over distracting backgrounds.

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$&&(170$5. $ SHULRG RI DFFHQWXDWLRQ Simple and straightforward, the KV represents Kalamazoo Valley, of course.

And the circle? That was inspired by the dot in .edyou™ This is our AccentMark. An essential part of the Brand Identity Toolkit, it serves a highly useful purpose. Much like the period at the end of every sentence, it’s always there—and if not, well, it’s being used elsewhere as a cohesive visual link to the school and to the other graphic elements.

Let us show you what we mean, because a picture’s worth a thousand words.

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AccentMark The official use includes the black ring and the ™ symbol.

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Departmental AccentMark When used in conjunction with program and departmental signatures, this slimmer version is used to accent the department name.

See page Departmental Designations for details.

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Uniforms Used here as a patch, the AccentMark is the epitome of adaptability.

The AccentMark is intended to help brand college materials when the ThoughtMarkâ&#x201E;˘ is unnecessary or could be trivialized.

It should never be used as a lead element of any design piece. Itâ&#x20AC;&#x2122;s use should help support materials that already carry the name of the college.

It can also act as a substitute for the college name on internal materials only.

Event Marketing General internal marketing uses the AccentMark when .edyouâ&#x201E;˘ is not relevant in that specific usage.

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The AccentMark is versatile and should be used in a way that supports this purpose.

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Flyer Template A signature element, the AccentMark can help represent Kalamazoo Valley when the name is not present on internal materials.

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,1&255(&7 86$*( 'RQ·W HYHQ WKLQN DERXW LW Our AccentMark is intended to support the rest of our Brand Identity Toolkit.

It is used to help tell the whole story of Kalamazoo Valley by linking programs, departments and ancillary operations back to Kalamazoo Valley.

Do not customize or use inappropriately at any time.

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Do not use the AccentMark as lead graphic or as a decorative element.

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9$5,$7,216 6LPSOH DGDSWDEOH Sometimes our TypeTreatment just isnâ&#x20AC;&#x2122;t adept at covering all of the unique needs of a college.

That is why we have a few variations that distinguish Kalamazoo Valley but have more universal applications.

Use these variations carefully. Most likely these will be used in internal student pieces, on merchandise and specialty items, with a few other uses around the college.

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Stacked A versatile use of our name, Kalamazoo Valley, can be stacked for use on a variety of materials.

Mixed Our TypeTreatment minus â&#x20AC;&#x153;Community Collegeâ&#x20AC;?, is a great way to build on our recognition amongst students.

Straight Used as a simple distinguishing line, where the TypeTreatment is not neccessary.

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Here you can see how these alternative versions can be used on materials and merchandise.

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2)),&,$/ &2//(*( 6($/ 6WDPS RI DSSURYDO The College seal should appear on all Presidential college documents; • Degrees • Graduation Materials • Transcripts • Kalamazoo Valley Community College Board of Trustees’ documents • Select Kalamazoo Valley Community College Foundation materials • Contracts The College seal is also approved for use on the Department of Public Safety badge.

The seal should not be used for informal uses such as on brochures, mugs, or flyers. Nor should it be used other than as a seal.

Enlarging the seal and using it as the design or background on a publication is not acceptable.

The seal should always be used tastefully, as a representation of the College and its history.

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Official The College Seal can be used on official graduation materials.

The use of the seal is reserved exclusively by the Marketing Department.

When using the seal for approved documents, always leave negative space around the entire seal.

Police Department The College Seal can be used on official police badges.

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&28*$5 0$6&27 5HVWRUH WKH &RXJDU What better breed of cat to represent a college than a Cougar?

The Cougar is Kalamazoo Valley’s athletic mascot. This athletic logo trademark is managed by the Marketing Department for use in the Athletic Department, in The Official Kalamazoo Valley Community College Bookstore, and student-centric recreational activities.

The new mascot was redesigned in 2009 and is intended to identify Kalamazoo Valley athletic programs and merchandise.

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2 color Reversed These are the preferred uses of the Cougar Mascot when needed to reverse on a primary color.

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This strengthens the uniform look of all athletic and merchandising materials.

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Programs + Publications Using the Cougar Mascot as graphic element is highly encouraged. Remember to maintain the integrity of the mascot at all times.

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It is important to use the Cougar mascot in a bold and simple way.

More examples of using the Cougar and supporting elements are found here.

Wearables The Cougar Mascot is a point of pride for our Athletic Department as well as the school.

Simpler is better to gain recognition .

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&2/25 +LJKOLJKWLQJ RXU VWXGHQWV Color is an integral aspect of everyday life. Itâ&#x20AC;&#x2122;s a fundamental part of our visual language and we wanted to use color as a natural indication of who we are, where weâ&#x20AC;&#x2122;ve come from and where we plan on going as a school.

We use three palettes to distinguish Kalamazoo Valley as a unique educational experience. From the traditional classroom to our business partners, to the visitors in our Museum.

Our palettes consist of bold, electric, and vibrant colors that speak to the diversity and colorful history of our students.

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These four colors are intended to portray us as we are—a highly sophisticated and progressive educational organization.

The core color palette should be used on all college communications if applicable.

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There is no set color for individual campus locations, college departments or areas within the school.

When creating blends for digital communications, use the guides set forth by this manual.

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The primary Kalamazoo Valley color palette uses ValleyBlue, black, grey and white as an extension of the school and the community we inhabit.

They evolved, in part, out of the school’s 40-plus year history and are firmly rooted in it’s technological, innovative and highly relevant future.

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A secondary set of tonally compatible accent colors have been developed to support the primary color set and work with these colors in various combinations.

They are intended to complement the schoolâ&#x20AC;&#x2122;s use of large-format, portrait-style black and white photography and to add depth and visual interest to all media.

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These colors may change, or be added to, as a direct reflection of societal trends.

The Museum will use the primary color set as well to maintain visual consistency with the college brand through the application and use of Branding Toolkit iconography.

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A tertiary set of accent colors was created specifically for use in branding applications for the Kalamazoo Valley Museum.

These colors also complement and work well with the large-format, black and white imagery used by the Museum.

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$3352$&+(6 &RORU \RXU ZRUOG When materials are produced, whether for recruitment, advertising, promotion, or internal uses, our style needs to be recognized.

Color can help separate our materials from other colleges by simply being bold.

When targeting younger, traditional students, donâ&#x20AC;&#x2122;t be afraid to let color scream. It works perfectly with our black and white images.

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Young Audiences Bold use of color helps distinguish Kalamazoo Valley from other traditional community colleges.

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Complete the free application for Federal Student Aid (FAFSA) at www.fafsa.ed.gov or call 269.488.4340 with questions

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Help you navigate college and connect you to the proper college resources

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â&#x20AC;˘ Choose from over 70 online classes â&#x20AC;˘ Access your student account to register and pay for classes â&#x20AC;˘ Stay in touch with peers and instructors through your student email

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Use transparency in all color swatches when overlaid on images.

90% should be just fine.

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Non-Traditional Audience When a non-traditional audience is desired, use color as an accent to the large photographs.

When a more sophisticated approach is needed, use color as an accent.

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Admissions When possible use the primary palette on all admission materials, whether as an accent or a large swatch.

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7<32*5$3+< 2XU YDOXHV LQ ZULWLQJ The power of words is undeniable.

We wanted from the start to make everything about the new Kalamazoo Valley brand resonate with studentcentric school experiences. We left no stone unturned.

Typography is an essential part of the brand identity system and the consistent use of selected type families adds greatly to a consistent and cohesive visual style.

Kalamazoo Valley is a leader of innovative thinking and employs a state-of-the-art mentality towards its programs.

Thatâ&#x20AC;&#x2122;s why official Kalamazoo Valley communications must use DIN, Myriad Pro or Arial font families.

This ensures those values remain in the forefront of our communications and correspondence.

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DIN-Bold is used primarily for headlines, titles and primary messaging throughout all materials.

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When a subhead is needed, don’t be afraid to tuck it in on top of the headline.

Bold, different, and relevant.

Using DIN effectively can add energy and impact to all our materials. It is important to use DIN selectively in long publications, as it is intended to be a headline typeface first and foremost.

Using DIN in as a primary messaging tool in body copy is okay too. Just don’t overuse it on long publications or with extensive body copy.

Body Copy Use DIN-Medium in body copy when it is a primary message. Here it is used in conjunction with Myriad Pro.

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This font is a widely available sans serif typeface and computer font packaged with many Microsoft products, Apple products and many Postscript computer printers.

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&2//$7(5$/ 6WDUWLQJ WKH FRQYHUVDWLRQ Collectively, our collateral completes us from a visual perspective. It’s a microcosm of who we are and what we stand for as a school.

It’s distinctive, simple, bold, direct and it solidly positions us as a leading force in higher education.

.edyou™, and trust us—there is no other school using this type of conceptual, visual approach to branding.

In the end, it all depicts and reinforces our greatest strength, simply what we do best—we focus on the success of each and every student every day, forever.

We offer the means for any one of us to initiate a conversation about engaging students through our ThoughtMark™

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7H[DV 7RZQVKLS &DPSXV 6767 West O Avenue, PO Box 4070 Kalamazoo, MI 49003-4070

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This might be the only connection, which places a considerable weight upon these classic identity tools to create a favorable impression and leave a positive, professional image of the sender. Exceptional collateral must have character, but not be overly clever, obtrusive or pretentious.

Simple, bold, distinctive and memorable are key aspects of great collateral. This was our goalâ&#x20AC;&#x201D; exceptionally, great materials to effectively represent our school.

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Thenâ&#x20AC;&#x201D;we raised the bar. Not only does Kalamazoo Valley collateral communicate successfully with the outside world, it resonates effectively with our brand and defines us as the leaders in student-centric education.

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Introducing yourself, a privilege.

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Business cards offer people a first glimpse at our organization. Like all the visual materials created to support the branding initiative, these cards use an innovative multi-faceted design approach where each side is neither front nor back. Lead with either; itâ&#x20AC;&#x2122;s up to you. Proudly lead with the schoolâ&#x20AC;&#x201D;we are Valley, or begin with a conversationâ&#x20AC;&#x201D;because itâ&#x20AC;&#x2122;s really all about you and how you bring the .edyouâ&#x201E;˘ brand to life every day.

The new cards are specifically designed to convey key aspects of the brandâ&#x20AC;&#x201D;to show how our school and our success is based upon approachable faculty, staff and administrators, innovation, our progressive attitude and our emphasis on students.

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&RPPXQLFDWLQJ RXU VWRU\ Letterhead serves a very important communications need and, just as importantly, itâ&#x20AC;&#x2122;s a doorway into our world.

Itâ&#x20AC;&#x2122;s purposeâ&#x20AC;&#x201D;to visually establish the essence of our organization and convey information. We use clear, straightforward design with ample white space to reinforce our messageâ&#x20AC;&#x201D;we are Kalamazoo Valley Community College, proud to be recognized as Valley. We close with the elegantly articulated brand sentiment at the bottom of the page with .edyouâ&#x201E;˘, our ThoughtMarkâ&#x201E;˘, distinguishing us from all others in higher education.

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7HDU LW RSHQ Envelopes offer a first impression.

People form opinions very quickly and base their perceptions on what they see.

Since perceptions are reality for many, we want every perception to be positive.

To accomplish this, we chose a concise, direct visual approach to Kalamazoo Valley Community College business envelopes.

We led with who we are, supplemented by an address reflecting campus location within the Kalamazoo community.

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On the far right end of each envelope we employed a visual punctuation point using our AccentMark to support the Kalamazoo Valley TypeTreatment and offer a reference point for the location of addressee information in the center of the envelope.

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&$7$/2* (19(/23(6 'HOLYHUHG DV SURPLVHG Though highly functional, the schoolâ&#x20AC;&#x2122;s catalog envelopes do more than simply protect their contents. The truth isâ&#x20AC;&#x201D;that envelopes, by their very nature, are all about presentationâ&#x20AC;&#x201D;making an entrance.

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Theyâ&#x20AC;&#x2122;re an essential part of the way Kalamazoo Valley packages itself and its offerings. Since we take what we do very seriously, it only makes sense to create a well-crafted envelope. Like letterhead and business cards, envelopes imply a great deal about the sender.

Our message comes through simply, distinctly and in a manner consistent with all branding and identity approaches for the school. The catalog envelope is no exception.

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)$; &29(5 6+((7 :KHQ \RX DEVROXWHO\ KDYH WRÂŤ Every aspect of the ways in which Kalamazoo Valley communicates both internally and externally needs to consistently reflect the brand iconography.

Though traditional fax technology does not allow for the use of color, the school should be represented using black and white versions of the official letterhead.

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(0$,/ 6,*1$785( 2XU GLJLWDO VLJQ RII Brand consistency is essential in developing brand recognition. No detail is insignificant or too small. Even the emails we send to our constituents, as well as to existing and prospective students, are relevant to the brand and have been designed accordingly.

Kalamazoo Valley is a service brand that can be enhanced or diminished at every point of contact. Therefore, itâ&#x20AC;&#x2122;s essential to coordinate everything we do and say in support of .edyouâ&#x201E;˘, our student-centic brand expression and the common experience shared by all who come in contact with the school, itâ&#x20AC;&#x2122;s students, faculty, staff and administration.

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We followed the same branding approach in developing a common email signature to ensure visual consistency across all computers used within the school.

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'(6,*1$7,216 $ ZHOO GHILQHG VWUXFWXUH Every single one of us, faculty, staff and administrators alike, should fully recognize and understand the overall institutional hierarchy of our community college.

Considerations presented here have been defined and strongly endorsed and supported by the schoolâ&#x20AC;&#x2122;s administration.

Both internally and externally, we must consistently and comprehensively delineate our campuses, departments and programs through the use of dedicated brand iconography to visually define core areas within the school structure.

This section is designed to emphasize the importance of working together collectively to strengthen our service brand.

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Campuses These examples show how the Kalamazoo Valley Community College relates to the campus name on all college envelopes.

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As part of the branding process, campuses are designated by using the TypeTreatment followed by the campus designation.

This ensures the correct hierarchy is used and recognized throughout the community.

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Programs that exist within the Program of Study itself, are designated with the AccentMark which maintains its connection with the college when used on its own in advertising mediums and other internal/external uses.

In Use This shows how a program would be used in conjunction with Kalamazoo Valley.

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'(3$570(17$/ '(6,*1$7,21 :H DUH 9DOOH\ When using our departmental names on forms, flyers, brochures, it is important to maintain a visual connection with Kalamazoo Valley.

Just like our programs, our department names are punctuated with our AccentMark.

In Use This shows how a department would be used in conjunction with Kalamazoo Valley.

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$7+/(7,&6 .DODPD]RR 9DOOH\ &RXJDUV Our student-athletes offer a unique window on the Kalamazoo Valley brand experience. They are competitive, talented and play with extreme pride.

When visiting schools or prospective talent see how our players work and support each otherâ&#x20AC;&#x201D;it is clear that we are all in this together.

That is why everything we do to represent our Cougars is done with care and done with purpose.

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'(6,*1$7,21 .LWWHQV SXUU %LJ FDWV URDU The Kalamazoo Valley Cougar mascot was redesigned to reflect the proud history and tradition of Cougar sports here at the school.

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Our Teams Our Cougar is also rendered with the custom typographic “Cougar” name.

For athletic teams, the name of the team/sport is rendered in ValleyBlue/DINMedium centered directly beneath the mascot head and Cougar name.

The new cat is dynamic, assertive, distinctive and bold in approach and demeanor. Just like us. We play to win.

And, we play for the sheer joy of collaborative competitive accomplishment, teamwork and school spirit.

Only variations approved by the Kalamazoo Valley Marketing Department are allowed for use in representing the school and it’s athletic programs. Cougar wearables and merchandise are also available through the college bookstores.

We ROAR!

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Using ValleyBlue on uniforms is strongly suggested and should be implemented whenever possible. It is important to only use ValleyBlue where you can control custom colors.

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Sample Uniforms These examples show different uses of the primary palette in creating uniforms.

7RJHWKHU ZH ZLQ Coordinated with the primary color palette used for the athletic uniforms, our team wearables reflect the same sophisticated, stylized approach in the application of both graphics and colors.

Designed to support the brand, our athletes will convey a consistent image both on and off the playing field.

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&2$&+(6 $33$5(/ /HDGLQJ WKH FKDUJH It takes a charismatic leader to bring pride amongst athletes. Our coaches should set the precedent in proudly displaying our new Cougar mascot at all athletic events.

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Coaches Apparel Should be consistent with team uniforms in using the primary color palette.

No other versions of coaches apparel is allowed beyond those shown here.

Decoration The front of apparel should have the identified team underneath the athletic logo.

The college name shall be placed on the sleeve if not used on the front.

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Cougar Pride There are many different applications to use the Cougar mascot and supporting claw mark. Remember to be simple and direct when creating new combinations.

Techniques Applying the Cougar on materials should be done with precision and care. Subtle, bold and energetic are words to keep in mind.

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Claw Mark To support the Cougar mascot, a claw mark was developed to add depth and variation to promotional materials.

Color adds excitement and saleability to promotional items. When creating athleticoriented materials with our secondary palette, be sure to use the claw mark.

Using the Claw Since the Cougar mascot is strictly reserved for use on the primary palette, the claw mark can be used on both secondary and tertiary palettes.

The claw can be used in conjunction with other elements as a screen or be used independently as a graphic element.

Cougar Head Only the 1-color version of the Cougar can be used on the secondary palette.

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Agile Cougar To support the Cougar mascot, a claw mark was developed to add depth and variation to promotional materials.

Using different combinations of our Cougar marks, we can see how agile and adaptable the whole system is.

These combinations, in conjunction with the main Cougar Designations, can be used on materials, merchandise and uniforms.

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6,*1$*( &ROOHFWLYHO\ XV Kalamazoo Valley tells a compelling story.

We are a cornerstone in the local community, and a leader in education.

It ensures that we never forget our purpose, showcasing what makes us who we areâ&#x20AC;&#x201D;our students.

To help tell this story more clearly, we use a combination of large-scale window graphics and understated monumental signage. There is a reason why our monument signage isnâ&#x20AC;&#x2122;t expensive or elaborate.

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:,1'2: *5$3+,&6 :KDW JRHV RQ LQVLGH« Window graphics are an integral part of our comprehensive external signage program.

Large-scale images have been designed to reflect and personify the student-centric focus for which Kalamazoo Valley is widely recognized.

These images personify what transpires inside our buildings where students are actively engaged on an individual basis.

These graphics will also help visually link our three campus locations throughout the Kalamazoo community and instantly communicate the essence of the Valley brand experience. They also say to students, “you come first, we believe in you.”

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Getting it to stick When creating window graphics, use bold, diverse and captivating student faces. On traditional spaces, selective use of the primary palette is preferred.

Getting it to stick On more contemporary or student specific spaces, prominent use of the secondary palette is preferred.

Over time, as images require updating, it’s critical to maintain brand relevance by continuing the focus on what happens inside the building—students, education and ideas.

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Standing tall Simple, understated monoliths anchor our three campuses.

<RX KDYH DUULYHG New exterior signage has been created for all three college campus locations using the primary color palette and graphic iconography. We chose contemporary, high-tech construction materials to underscore the schoolâ&#x20AC;&#x2122;s commitment to innovation and a focus on the future.

Signage for The Groves Campus and the Kalamazoo Valley Museum takes their respective needs into account as ancillary college entities.

Arcadia Commons Campus, The Groves Campus and the Texas Township 8th Street entrance all use the same basic signage framework.

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Making a statement Regardless of the direction your driving, you will know when you have arrived at one of the most innovative and progressive community colleges in the country.

Highly stylized, contemporary materials and an innovative approach to lighting make this a primary and very visible focal point which the community will come to recognize as the centralized heart of the community college.

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:$<),1',1* 6<67(0 1R PDWWHU ZKHUH \RX JR The very best wayfinding systems make navigation simple, making it easy to find your way. Not a frustrating challenge.

Weâ&#x20AC;&#x2122;ve made Valley navigation very intuitive, user-friendly and personal.

Internal graphics reflect a friendly, minimalistic directional approach, supported by overhead graphics to help you stay on course and find your objectiveâ&#x20AC;&#x201D;the first time, on time, every time.

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Corners? We have those!

The corner wraparound will be used to simplify the directions in which to travel.

Interchangeable slots offer flexibility and updating.

Color distinguishes classrooms from offices, to accommodations.

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Adding color is easy The long, unmarked corridors seem to blend together as you search for room numbers or iconic landmarks.

Using this eye-level wayfinding system helps break up the monotony.

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:$<),1',1* 6<67(0 6XSSRUW IURP DERYH Brand-centric graphics in selective overhead locations support the corner wayfinding system.

To help simplify a studentâ&#x20AC;&#x2122;s navigational journey, these overhead panels highlight key destinations in a single direction.

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Adaptable Singular directional signs support the corner system with use of primary palette and student faces.

Notices and other special uses utilize secondary palette to gain attention.

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Programmatic advertisements use distinctive photos and iconography.

Other uses include: notifications, construction advisories, special occasions and programmatic advertising.

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Adaptable All destination signs will be created to work in the space in which they reside.

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Adaptable Exterior signage will be updated to simplify the wayfinding experience and to match monumental signage and interior wayfinding.

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Retrofitting our exterior wayfinding signs will not only save money but will be easily brought in line with the new interior wayfinding system.

The signage will be simplified into two directional areas and will be utilized to help students find their way.

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3+272*5$3+< $ QHYHU HQGLQJ VWRU\ Kalamazoo Valley is a never ending story.

We’ve gone to great lengths to capture those stories that comprise the organization itself, through it’s students, faculty, staff and administrators—by using honest interpretations of real people who reflect the actual Valley experience.

Specifically, we emphasize a creative style that conveys our desire to express:

Our photographic style demonstrates the creative distinction necessary to promote our style of communication.

Our students are real people, with real aspirations and honest lives. It is imperative to capture that spirit in every photograph.

• • • •

Intimacy Harmony Honesty Authenticity

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Candid Portrait Itâ&#x20AC;&#x2122;s important to capture the believability of our students, since we donâ&#x20AC;&#x2122;t use stock images, our students need to be themselves to help distinguish Kalamazoo Valley.

There are some very important things to understand about Kalamazoo Valleyâ&#x20AC;&#x2122;s approach to photography: â&#x20AC;˘ These are real students â&#x20AC;˘ They are not in groups, they are individuals â&#x20AC;˘ They donâ&#x20AC;&#x2122;t always have to be smiling â&#x20AC;˘ They donâ&#x20AC;&#x2122;t have to be Honor Roll students Respect their personality. Authenticity and realism is key. The goal should always be capturing the moment. Remember, the most commonly shared sentiment of Valley studentsâ&#x20AC;&#x201D;they believe in me. Show it.

Conceptual When we are not shooting throughout campus and in classrooms, photo shoots can take place for specific campaigns. But again, itâ&#x20AC;&#x2122;s important to allow students to be themselves.

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What to Capture Getting students to pose is difficultâ&#x20AC;&#x201D;but that makes our job easier. We strive for candid, personable and authentic images.

We are using a highly stylized, dedicated and intentional approach to photography for Kalamazoo Valley Community College.

By carefully managing this selective approach we can create a lasting and memorable impression and position the Valley brand in our regional marketplace. Capturing the essence of real Valley students is the critical factor in showing the benefits derived from the Valley experience.

Use dramatic cropping, scale and lighting to help viewers establish a personal connection with the subject. Donâ&#x20AC;&#x2122;t allow the background to overpower, dominate or compete with the subject.

A strong sense of self worth and determination is highly desirable in expressions, attitude and overall demeanor. Whenever possible, shoot in natural light. Strive to maintain strong contrast unless the subject matter requires subtlety and sensitivity.

Using Color Photos Color photos can be used sparingly as support imagery in brochures, publications and other multi-page materials.

Color photos can not be used as lead images for any piece.

It is always important to show ethnic diversity as well as a range of age, gender and personal and academic interests. .DODPD]RR 9DOOH\ &RPPXQLW\ &ROOHJH ,GHQWLW\ *XLGHOLQHV

'(6,*1 $3352$&+ %ULQJLQJ DOO RI RXU HOHPHQWV WRJHWKHU When it comes time to create materials that represent Kalamazoo Valley Community College, we have to remember our foundation, our purposeâ&#x20AC;&#x201D;students.

We have built a strong foundation through research, design sensibilities and some trial and error to help create forward momentum in the style of materials.

How do we convey innovation, boldness, approachability, commitment, engagement, diversity and responsiveness while maintaining consistency?

We are a diverse college with many different ethnic backgrounds. It is important to implement this diversity throughout our materials on a macro level.

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Generic Overlay Use the three palettes to choose an accent color. The accent color box should be proportional to the size of the black box.

When we use large format portraits of our students, itâ&#x20AC;&#x2122;s difficult to find the perfect place for content and messages.

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Using overlays alleviates the issue by giving us a blank canvas to work with.

Advertisement Here the message and the TypeTreatment are isolated from the student.

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The color should fill the overlay.

2XU PHVVDJH Conversation.

Students listen to each other.

When a piece is targeted primarily towards students, the sentiments from their peers should take center stage.

The use of the implied ThoughtMark™ help students relate, as they do in social media, to one anothers experiences at Kalamazoo Valley.

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Student to Student Sentiments should convey honesty, authenticity and reflect positively on Kalamazoo Valley and the student pictured.

6RPHWLPHV \RX KDYH ELJ LGHDV« We’re here to help you realize them.

This may only the beginning of your educational journey—but you will never forget it.

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287'225 $'9(57,6,1* /RRN 8S LQ WKH VN\ Outdoor advertising can be used effectively to reach out to community constituents periodically to support the brand message. In this traditional marketing medium, brevity and focus remain the key. The Valley approach is a perfect fit.

Differentiation is the name of the game.

Standing out in a highly crowded market positions our school as strategically positioned to offer the community college model as a first-choice in higher education—with a simple difference, we make sudden success our primary, unwavering focus. And, we do that extremely well. In fact, we’re well-known for just that.

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Text Only When a brand-centric message is needed, keep it short, and include both the ThoughtMark™ and the TypeTreatment.

Photographic Carrying the photographic style, these boards should represent the brand sentiment, letting our students share their story.

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Billboard designs should display the same graphic style and student focus developed for all print media—large-format black and white photography, close-up, portrait-style images that capture pure and honest Valley student ethos and sentiments.

Boards using simple, direct messages are most easily remembered and recalled. .DODPD]RR 9DOOH\ &RPPXQLW\ &ROOHJH ,GHQWLW\ *XLGHOLQHV

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35,17 $'9(57,6,1* )DFH LW³LW·V DOO DERXW \RX Sharing experiences, acting as an informal resource and trusted advisor are goals consistent with contemporary marketing.

People today trust their peers and tune out old-style interruptive marketing messages.

We should always present actual students both verbally and visually to express the true nature of a Valley education.

Print ads should always use the brand iconography and access either primary or secondary color palettes. Visual prominence should always be a deciding factor in placing the school name (TypeTreatment). The ThoughtMark™ is intended for our highest level, conceptual messages. It evokes the brand promise and should be used in moderation, to avoid trivializing this powerful element of the toolkit.

A brand-centric approach uses large-scale, black and white portrait-style images to reflect the brand “engaging students.” Copy is written using a colloquial approach that is, at once, approachable and friendly— offered from the student’s perspective.

Simple and direct. Honest. Proud. Valley is always a “first choice” in higher education.

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Our Image We use our students to tell the story of Kalamazoo Valley. Their expressions and their experiences should come across as positive and authentic.

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, +$9( $ 92,&(³,7·6 $%287 0$.,1* $ ',))(5(1&( We all come from different places and we’re all unique in one way or another.

What’s common is that we listen, and we’re not afraid to talk with each other.

It’s about us—it always has been.

Specific The message should be short and honest. .edyou™ and the TypeTreatment should be used on all external advertisements where faces are used.

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I couldn’t wait to start taking classes at Valley.

Everything fell right into place and I love it!

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You have 4 seconds The message should be short and honest.

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Exposure to the school through Internet advertising needs to respect the way in which people access and process information. Simple, honest communication based on the brand is a must.

Transition

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$'0,66,216 (QWHU KHUH Recruiting students is hard work. Efforts to capture their interest and answer questions is a perpetual endeavor. Admissions can be a seemingly mysterious process. Influences on every individual vary widely in affecting the decision of where to go to school.

Kalamazoo Valley considers its admissions support materials as flagship pieces, designed to underscore the relevance and value of Valley as a first-choice option in higher education.

This literature features real students and information specifically targeted at new, returning and/or adult, non-traditional students.

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Diversity The Admissions Department is the only department allowed to deviate from the single student image.

Differentiation Materials for Admissions should be functional but also act as a point of differentiation. Sometimes that means not showing students at all, but rather offer our ThoughtMarkâ&#x201E;˘ as a visual representation of Valley.

The style is informal, friendly, conversational. Just like you. All the materials are designed to be a perfect fitâ&#x20AC;&#x201D; to inform, to enlighten, to assure. So that your transition to college life is a perfect fit for you.

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Printed Forms Should use departmental designations (found here) in the upper left corner.

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When it comes to extending the Kalamazoo valley brand every document, every piece of visual media used to represent the college or enable, assist or perform college communications, no matter how, must use appropriate brand iconography.

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Forms will vary in terms of TypeTreatment and AccentMark placement due to content and spatial limitations. A wide variety of templates are available at Forms Online.

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Simplicity is the key. Generally black ink will be the standard. In the event multiple colors are available, you should follow the standard guidelines outlined previously in this manual.

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Signatures A consistent signature footer should be found on all forms

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Dark Theme This template uses a more polished and professional appearance.

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When presenting Kalamazoo Valley Community College to an external audience on behalf of the college, you must use one of the supplied PowerPoint templates.

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These templates allow for content to take center stage but remain consistent to our other communication tools.

Blue Theme This template showcases our Valley Blue color and has a little more universal use.

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These flyers become consistent, professional and simplified. Leading to higher participation and recognition amongst students.

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Simple Notice To help centralize campus events and activities, a collection of templates are available to help spread the word.

Students are constantly inundated with information. When they stroll through hallways, the last thing they need is a complicated message about college events.

When it comes time to internally market events throughout the college, you must work with one of the Marketing Department supplied templates.

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Alternative Notice To help centralize campus events and activities, a collection of templates are available to help spread the word.

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Over time, students will relate to these postings as college sponsored, and will give more merit to them.

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Unique Events Unique designs are created when signature event parameters are met.

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When an event transcends normal requirements or is one of the few flagship events for the college, specific attention can be given to creating something completely unique.

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Unique Events On special occasions, completely unique event materials can be created at the explicit discretion of the Marketing Department.

Kalamazoo Valley Community College Foundation presents

2010 OPPORTUNITIES FOR EDUCATION

A scholarship fund raising dinner

WEDNESDAY

MAY 12, 2010 5:30PMâ&#x20AC;&#x201C;8:30PM

RADISSON PLAZA HOTEL & SUITES On May 12, the Kalamazoo Valley Community College Foundation will present the 6th annual Opportunities for Education Scholarship Fund-Raising Dinner. This dinner benefits outstanding students with financial needs.

Keynote speaker

JIM â&#x20AC;&#x153;THE ROOKIEâ&#x20AC;? MORRIS

For additional information, please call the Kalamazoo Valley Community College Foundation Office at 269.488.4442.

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6321625(' (9(17 $ VXSSRUWLQJ UROH When creating materials to promote sponsored events taking place on any of the three college campuses, always use templates available through the college Marketing Department or follow these simple guidelines.

While itâ&#x20AC;&#x2122;s important to capture or represent the scheduled activity coming to campus, it is also essential to simply and directly identify Kalamazoo Valley as the hosting entity as shown.

The bottom line Use the most simple, unadorned representation for the school (the college name is set in DIN) located in clear area below the event message in conjunction with the AccentMark.

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352*5$0 $'9(57,6,1* :KDW¡V LQ WKH FODVVURRP" Helping individual programs gain awareness amongst the student body is a perfect avenue to support the individuality of our offerings.

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Education Experience A student in the program is the best spokesperson.

Sharing the education experience should be promoted.

Our students. Focus on them while supporting the program with relevant messaging and support images. &+(0,&$/ 7(&+12/2*< $VVRFLDWH RI $SSOLHG 6FLHQFH

This program prepares graduates for employment in chemical-laboratory settings including pharmaceutical, paper, plastic, automotive, waste water, and environmental operations. Chemical technicians may work in research and development, product testing or general chemical analysis.

For further information: www.kvcc.edu/careerguides

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(;7(51$/ &29(5 6+((76 :UDSSLQJ SDSHU When official Kalamazoo Valley correspondence is sent externally for any variety of reasons, it must be consistent with our materials.

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Cover Sheets All cover sheets follow a tight grid system and shall be right justified and anchored near the bottom of the page.

Two-color is optimal if it can be afforded.

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Program Covers All program covers follow a tight grid system and shall be right justified and anchored near the bottom of the page.

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Two-color is optimal if it can be afforded.

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But we never take a day off. Our materials, no matter how small or big carry the new identity and adhere to guidelines set forth in this manual.

Programs should maintain the clean, simple appearance on the cover and, whenever possible, include photos of our students within the program itself.

Program Insides Using the supported type styles, the layout should be clean, utilize ample negative space and contain brandcentric messaging through photographs and language.

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352*5$0 Invocation Daniel Cunningham Pastor, Greater Faith Ministries/Math Instructor, Kalamazoo Valley Mistress and Master of Ceremony Harmony Durden, Business Administration Andrew Taylor, Pre-Law Welcome Amiee Wyatt, Elementary Education Acknowledgments Bonita Bates, Director Transfer Resource Center/Focus Program Drum Solo Calvin Green, International Studies Introduction of Mentors/Mentees Robyn Robinson, Office Specialist, Focus Peer Mentoring Program Coordinator

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Farewell to Kalamazoo Valley Tyler Gilland, Secondary Education Solo â&#x20AC;&#x153;Never Give Upâ&#x20AC;?

Shauntrece Stokes, Liberal Arts Introduction of Speaker Alexandra Opoku Pre-Medicine/President-Elect, Phi Theta Kappa Speaker Lateshia L. Agnew, Master of Arts to be completed Spring 2011-WMU; Certified Family Life Educator; BS, WMU; AA, Kalamazoo Valley Community College 2006 Presentation of Awards Mrs. Anna Whitten, Secretary, Kalamazoo Valley Community College Board of Trustees Dr. Marilyn Schlack, President, Kalamazoo Valley Community College Courtney Deloney, WMU Graduate Assistant, Focus Program Ezra Bell, Transfer Coach, Transfer Resource Center/Focus Program Slideshow-â&#x20AC;&#x153;I Gotta Believeâ&#x20AC;?

Closing Remarks Laura Cosby, Director, Student Success

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This generic card template works in many different ways, but is always the same size and always contains specific program or departmental contact information.

Generic These cards contain variable information to achieve individual objectives of the program or department.

Dimensions are intended to accommodate printing 6-up on a standard letter size sheet.

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Job Search Tips RĂŠsumĂŠ Critiquing Practice Interviews Volunteer Services Employability Etiquette Internships

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Texas Township Campus 269.488.4272

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352),/( ,0$*(6 7KH IDFH RI 9DOOH\ LQ VRFLDO PHGLD Even in cyberspace itâ&#x20AC;&#x2122;s important to reflect the Valley brand. Here, student faces are used rather than buildings or campus photos for use as profile images.

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Profile Photos Unlike other schools, our buildings and signs donâ&#x20AC;&#x2122;t mean muchâ&#x20AC;&#x201D;our students do.

All social media profile images should be students with the TypeTreatment overlayed on our colors.

Any school entity actively using approved social media channels to communicate with students or our constituents must use these images. A selection of different faces is available from the Marketing Department.

Ideally, these can be uploaded to social media applications like Facebook and programmed to cycle throughout the week/month so that viewers returning to your page can see a different face.

The face of Valley.

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38%/,&$7,216 )LUVW LPSUHVVLRQ The importance of maintaining a consistent brand message across all mediums is imperative to the success of .edyouâ&#x201E;˘.

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Sample Covers These images show how graphic elements are used to carry our brand message.

Large, single student portraits.

Negative space Swatches of color Grid based Selective use of ThoughtMarkâ&#x201E;˘.

Publication covers must showcase the foundational principles of our brandâ&#x20AC;&#x201D;students.

Images should reflect these students as honest and authentic. It is preferred that images of campuses, buildings or other inanimate objects of Kalamazoo Valley not be used as lead images.

Diversity is implemented across publications on a macro level.

This means looking at a collection of different publication covers, you should see great diversity in our student faces.

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38%/,&$7,216 %H DOO \RX FDQ EH If we feel strongly enough about our visual communications to commit them to print, then we need to employ highly consistent, bold, and uniquely stylized approaches when visually defining Kalamazoo Valley.

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Sample spreads These images show how graphic elements are used to carry our brand message throughout our publications.

Photos support audience Swatches of color Grid based Correct use of font families

Present detailed information using a grid system augmented by the large-format, black and white, portrait-style images that define the brand. Offer a visual hierarchy to help readers move throughout the content easily in a user-friendly and personal way.

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6,*1$785( 3$*(6 :KHUH WR ILQG XV Constant and continual usage of the Kalamazoo Valley brand signature will strengthen public understanding of the scope and diversity of this organization.

Identifying our three campus locations will serve to pull everything together in the minds of our students and constituents so that while separated geographically, we are Valley.

We are connected visually and by reputation â&#x20AC;&#x201C; our focus perpetually centered on you.

Telling the whole story When it is time to give our students and constituents our information, we must incorporate the entire Kalamazoo Valley family.

As the hierarchy goes, our campuses take the spotlight over any department or program.

Use of the AccentMark as the sign off or period is a good way of punctuating the entire publication.

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Texas Township Campus 6767 West O Avenue PO Box 4070 Kalamazoo, MI 49003-4070 269.488.4400 Arcadia Commons Campus 202 North Rose Street PO Box 4070 Kalamazoo, MI 49003-4070 269.373.7800 The Groves Campus 7107 Elm Valley Drive PO Box 4070 Kalamazoo, MI 49003-4070 269.353.1253

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)DFHV RI 9DOOH\ Our students once again take center stage on all of our communication materials.

Helping showcase our diversity, our brochures tell the real story of Kalamazoo Valley. We are a student-centric organization and we proudly have current and past students helping spread that message.

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Short-fold All of our brochures are presented with a large, individual student and accompanying text if necessary.

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All brochures also include a short fold with the title of the brochure running along the colored bar.

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Step 1: Complete an Application Apply for free online at www.kvcc.edu or in person at the Student Service Center at either the Texas Township Campus or Arcadia Commons Campus.

Printed applications are in the class schedule and the Programs of Study booklet.

But I couldnâ&#x20AC;&#x2122;t afford to get there.

Financial Aid was the only way I could make it. The process was made easier with the help from the Financial Aid office.

Step 2: Submit your ACT scores (school code: 2016) or schedule a Placement Assessment â&#x20AC;˘ Assessment and ACT scores are used for course placement. â&#x20AC;˘ Call 269.488.4100 to set up an appointment or to ask questions.

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Using typography, break up text into digestible chunks that are easy to read.

6RPHWLPHV LQ OLIH LW WDNHV NQRZLQJ ZKHUH WR EHJLQ Kalamazoo Valley Community College offers you a quality education at an affordable price and financial aid is available.

â&#x20AC;˘ Be enrolled at Kalamazoo Valley Community College, making satisfactory academic progress; â&#x20AC;˘ Demonstrate financial need and/or achievement; â&#x20AC;˘ Not be in default on any Title IV HEA grant or loan at any institution; â&#x20AC;˘ Maintain financial eligibility; and

Filing is now

easier than ever

Applying is not difficult. Qualified financial aid staff are available to assist you. Just follow the steps below: Complete the Free Application for Federal Student Aid (FAFSA)

â&#x20AC;˘ Electronic FAFSA (preferred) - www.fafsa.gov â&#x20AC;˘ PDF FAFSA - (download) - www.federalstudentaid.ed.gov â&#x20AC;˘ Paper FAFSA - contact the Federal Student Information Center at 1-800-433-3243

Additional information may be requested based on your filing status

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â&#x20AC;˘ Grants (do not require repayment) â&#x20AC;˘ Scholarships (do not require repayment) â&#x20AC;˘ Employment (does not require repayment) â&#x20AC;˘ Loans (must be repaid) â&#x20AC;˘ Additional Financial Aid Programs - Listed at www.kvcc.edu/financial To check your financial aid status, become familiar with KVCCâ&#x20AC;&#x2122;s Valley Information Portal (VIP) system. This site allows you to check your financial aid information periodically for any changes to your aid eligibility. Go to www.kvcc.edu and click on VIP. To schedule an appointment, contact the Student Service Center at 269.488.4100. For additional information, visit our website at www.kvcc.edu/financial

You must re-apply for financial aid each year, preferably during the months of January through March for the following academic year.

â&#x20AC;˘ Demonstrate ability to benefit from academic programs.

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To one degree or another, everyone follows the same basic steps in making a career decision. The six fundamental steps include: self-assessment, career exploration, decision making, job search, working and reflecting.

â&#x20AC;˘ Work Study â&#x20AC;˘ Loans

Complete the free application for Federal Student Aid (FAFSA) at www.fafsa.ed.gov Call 269.488.4340 with questions.

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Career Services Credit for Prior Learning Focus Program Life Resources Strengths Student Organizations Tutoring

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Counseling Employment Services Internships Special Services Student Activities Transfer Resource Center Veterans Support Office

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Certificate â&#x20AC;&#x201C; Approximately one year of full-time coursework, 30 credit hours.

Associate Degree (AAS) â&#x20AC;&#x201C; Approximately two years of full-time coursework, 62 credit hours.

Associate Degree Transfer (AA/AS) â&#x20AC;&#x201C; Approximately two years of full-time coursework, 62 credit hours.

Full-time coursework consists of 12 or more credit hours per semester.

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3URXG WR VD\ ´,¡P JRLQJ WR 9DOOH\ Âľ A student ID card is necessary to use the libraries, computer labs, Kalamazoo Valley Wellness and Fitness Center and the Kalamazoo Valley Testing Center. Cards are issued by the Student Service Center on both campuses throughout the semester. Each registered student will be issued a permanent ID card that will be active from the first day until the last day of the semester. It is important that studentsâ&#x20AC;&#x2122; name changes be updated.

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Username â&#x20AC;&#x201C; First initial, last name and the last four digits of your Valley ID number (jsmith1234).

Password â&#x20AC;&#x201C; Is initially set to your six-digit birthdate (MMDDYY).

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1R PDWWHU ZKHUH \RX OLYH \RX FDQ JR WR 9DOOH\ Students are required by law to verify residency prior to registration.

Your tuition rate is based on the classification of your residency.

Proof of residency is required in the form of a valid driverâ&#x20AC;&#x2122;s license with photo, voter-registration card, or State of Michigan ID carrying the address to be used for registration and college records.

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2XU YDOXH LV WRXJK WR EHDW Tuition is based on residency: In-district, out-of-district, and out-of-state. In district public school systems include: â&#x20AC;˘ Climax-Scotts â&#x20AC;˘ Galesburg-Augusta â&#x20AC;˘ Kalamazoo â&#x20AC;˘ Mattawan

â&#x20AC;˘ Portage â&#x20AC;˘ Vicksburg â&#x20AC;˘ Schoolcraft â&#x20AC;˘ Comstock

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6WDUWLQJ P\ FDUHHU ZDV P\ QXPEHU RQH SULRULW\ What made it easy, was the care and dedication of the Kalamazoo Valley Career and Student Employment staff.

We encourage you to follow the systematic and purposeful approach suggested in this brochure and seek the advice and guidance of a Kalamazoo Valley career counselor or employment services professional. When you do, we are sure you will find that the career decision-making process is a more streamlined and effective way to make a fulfilling career choice.

Read on to discover the valuable services available to you at no cost.

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Job Offers On the Job

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A very important step in launching a successful career is the job search itself. Assistance is available through Student Employment Services in helping you to look for a job, write a resume and cover letter, and prepare for the job interview. See a complete list of services below:

Occupational information systems can help you narrow your career selections by providing information about work activities, national and state-based salaries, job outlook, required skills, and educational requirements related to a field of interest. In addition, Career Services offers a wide variety of resources.

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The Career Services offices (Texas Township Campus and Arcadia Commons Campus) provide career assessments for students who need assistance in career decision-making.

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6(/) $66(660(17 Determining your interests, personality, values, and strengths is an important step in the career decision-making process. Among the assessments available to students are the Strong Interest Inventory, Do What You Are, Bridges.com, and StrengthsQuest.

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Simple, bold headlines are a means to an end, help viewers get what they came for and reinforce the brand with select student sentiments and observations whenever space permits.

â&#x20AC;˘ Grants â&#x20AC;˘ Scholarships

All current students get an email account.

Email is accessible at vip.kvcc.edu

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Brochures should reflect the same attention to detail and student-centric focus used for all Kalamazoo Valley visual materials. Navigating the content should be kept organized and accessible for readers.

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For more information regarding any of these services, visit the Student Success Center on either the Texas Township or Arcadia Commons campuses or visit us at www.kvcc.edu/successcenter

To be eligiable to recieve financial aid you must: â&#x20AC;˘ Be a U.S. citizen or eligible non-citizen;

Use color swatches to highlight important information or to separate panels.

Step 3: Attend Orientation Learn about campus life, college resources, schedule classes, take a tour and develop your plan.

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Personal help is available in selecting a career. Career counselors are available to assist you in developing a Career Action Plan to successfully achieve your educational and career goals.

Individual appointments can be made with a career counselor who will help you sort through the many issues and factors that impact a career decision and help guide you on a clear path.

Employment Web Site â&#x20AC;˘ Off-Campus jobs â&#x20AC;˘ Internships â&#x20AC;˘ Job Search Information

â&#x20AC;˘ On-Campus jobs â&#x20AC;˘ Volunteering

Resume and Employment Letter Critiquing Current students and alumni can schedule an appointment for assistance in developing resumes and cover letters before approaching potential employers.

Interviewing Skills and Advice â&#x20AC;˘ Assistance is available to help you prepare for an interview. â&#x20AC;˘ Appointments can be made for practice interviews.

Internships â&#x20AC;˘ An Internship is a work-related experience in your specific area of study which can give you college credit toward your degree or certificate program. â&#x20AC;˘ Internships can be paid or unpaid experiences.

Recruitment Events â&#x20AC;˘ Employment Expo â&#x20AC;˘ On-campus job recruiting â&#x20AC;˘ Volunteer Fair

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Residence Life Scholarship Amount: $3,618 (cost of residence hall room) Eligibility: 3.0 GPA minimum 30 transferable semester hours Deadline: None Application: PDF application-CMU website

Transfer Academic Excellence Scholarship Amount: $4,000 (Renewable) Eligibility: 3.7 GPA minimum Minimum 24 transferable credits Not have attended 4-year college after completing Kalamazoo Valley Deadline: May 15 Application: Automatic

Community College Valedictorian Scholarship Amount: $300 per semester (up to 4 semesters) Eligibility: Community college graduate designated valedictorian of their graduating class Deadline: Admitted to university by April 15 Application: None

Community College Honors Scholarship Amount: $2,500 (Renewable) Eligibility: 3.5 GPA minimum Minimum 56 transferable credit hours Deadline: None Application: Automatic Transfer Recognition Scholarship Amount: $1,000 (Renewable second year) Eligibility: 3.3 GPA minimum, 30 transferable semester hours Deadline: None Application: None (Contact CMU Admissions Office)

($67(51 0,&+,*$1 81,9(56,7< Community College Scholarship Amount: $1,000 (Non-renewable) Eligibility: 3.0 GPA minimum Completed minimum 30 transferable credits Deadline: Admitted to EMU prior to May 15 for Fall and November 15 for Winter Application: Automatic, no application beyond EMU admissions applications Recognition of Excellence Scholarship Amount: $2,000 (Renewable) Eligibility: 3.5 GPA Completed minimum 30 transferable hours Deadline: Admitted to EMU prior to May 15 for Fall and November 15 for Winter Application: None Regents Scholarship Amount: $3,000 (Renewable) Eligibility: 3.7 GPA Minimum 30 transferable credits Deadline: Admitted by May 15-Fall/Nov 15-Winter Application: None

Transfer Residential Life Scholarship Amount: $2,000 (Renewable second year) Eligibility: 3.0 GPA minimum Associate degree Not have attended 4-year college after completing associate degree Must enroll full-time at FSU; live in residence hall, Big Rapids campus Deadline: May 15 Application: Automatic Transfer Academic Achievement Scholarship Amount: $3,000 (Renewable) Eligibility: 3.3 GPA minimum 24 transferable credits Deadline: May 15 Application: None

*5$1' 9$//(< 67$7( 81,9(56,7< Awards for Excellence Amount: $1,200 (Renewable) Eligibility: 3.75 GPA minimum Associate degree-matriculate directly to GVSU Deadline: Admitted to university by Dec. 31 Application: None (as funds avail./GVSU selects) Distinguished Graduate Scholarship Amount: $2,000 (Renewable second year) Eligibility: 3.50 GPA minimum Associate degree-matriculate directly to GVSU Deadline: Admitted to university by Dec. 31 Application: None (Selected by Kalamazoo Valley) Phi Theta Kappa Amount: Up to $1,200 Eligibility: 3.5 GPA Minimum Associate degree-Matriculate directly to GVSU Member PTK Honor Society Deadline: March 15 Application: Available through GVSU Admissions

Trustee Scholarship Amount: Half tuition up to 16 semester hours for 4 semesters Eligibility: 42 or more transferable credits.

3.5 min. GPA, community service and activities are considered Deadline: Admitted to university by April 15 Application: Available online through MSU Admissions

1257+(51 0,&+,*$1 81,9(56,7< Transfer Phi Theta Kappa Award Amount: $500 (Renewable) Eligibility: Member of Phi Theta Kappa, transfer directly to NMU with full-time enrollment Deadline: None Application: None. Awarded to all who meet Criteria Transfer Merit Award Amount: $1,000 (Renewable) Eligibility: 3.5 GPA. Must enroll full-time @NMU Deadline: None Application: None (As funds are available)

81,9(56,7< 2) 0,&+,*$1 Community College Scholarship Amount: $1,500 one-time award Eligibility: 3.5 GPA minimum 30 transferable credit hours Deadline: Admitted to university by February 1 Application: None (Selected by university) Community College Scholar Award Amount: $5,000 renewable Eligibility: Minimum transfer GPA of 3.8 30 transferable credits, involvement in community service Deadline: March 1-Fall/November 1-Winter Application: Available through U of M Financial Aid website

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Contact Information The back panel of our brochures should maintain the approach shown here.

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A single, candid shot of a student with the AccentMark properly placed near the head.

We canâ&#x20AC;&#x2122;t say that enough. We can ensure that every student comes to know this implicitly and shares that common experience with others.

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7+( -2% 5()/(&7 Once on the job, we encourage you to continue taking classes at Kalamazoo Valley Community College. It is good to evaluate your circumstances from time to time and determine whether more education and training are needed.

We encourage you to be a life-long learner and welcome you back to Kalamazoo Valley.

Pride in accomplishment made possible by faculty, staff and administrators will be offered as a primary reason for their success.

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Financial Aid Office 6767 West O Avenue Kalamazoo, MI 49003 269.488.4340 finaid@kvcc.edu www.kvcc.edu/financial

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Student Employment Services Texas Township Campus 269.488.4272 Arcadia Commons Campus 269.373.7834 employment@kvcc.edu employment.kvcc.edu

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Career Services Texas Township Campus 269.488.4100 Arcadia Commons Campus 269.373.7834 careercenter@kvcc.edu www.kvcc.edu/career

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Fabric Colors All uniforms, for all departments, must be limited to these colors.

%DGJH RI 'LVWLQFWLRQ If, as they say, clothing makes the man (or woman), at Valley, there’s more to that belief than meets the eye. Literally. Here, uniforms actually make a difference and are a significant contribution in supporting the brand, and living it as well.

Our uniforms are actually brand extensions, critical to long-term recognition and appreciation of the shared experience common to students and visitors to the school. Everything, including uniforms, says—we care about you, and we’re proud to show it, everyday, forever.

We are, unequivocally, a service brand.

We can’t emphasize this aspect of our collective future enough. Our brand can be diminished or enhanced at every point of contact. And, wearing uniforms proudly, goes a long way toward showing our shared commitment to the brand.

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Production Methods The ™ should be used on all iconography for clothing.

The following are approved methods for decorating uniforms: Embroidery Screen Printing Twill Sublimation * Defer to vendor for recommendations depending on fabric choice.

It’s about you. You can even see it in the way we dress.

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Farbric Dark grey, medium grey, black and white fabric available.

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:H DUH DOO RQH IDPLO\ Our facilities department has a positive and engaging presence on all of our campuses.

Visitors will often see them first on arrival at Valley. And it’s there, on the uniform chest emblazoned simply, yet distinctly and worn with obvious pride—.edyou™ that the brand is brought to life.

Approachable, dedicated, committed to student success apply just as much to the men and women of this department as the rest of us in the Kalamazoo Valley family.

That’s how the brand works. A group of enthusiastic people aligned to a central purpose.

Decoration Lead with .edyou™ Tuck Facility Services under and add the AccentMark on the sleeve.

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$&$'(0< 81,)2506 :H DUH DOO RQH IDPLO\ Academy uniforms offer us the opportunity to draw attention to the numerous academies that exist at different Kalamazoo Valley campus locations. From an identification standpoint, we always lead with the name of the school, followed directly below by the academy name set in DIN. As with all uniforms, the color break for the branding iconography depends on the number of colors used in the production process. Those guidelines are detailed previously in this manual.

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Decoration For academies, leading with the Kalamazoo Valley (notice the omission of community college), followed by the academy name brings the program into focus.

Program DIN-Medium Right justified on (1) line Centered on (2) lined

Sleeve Decoration Although to many .edyouâ&#x201E;˘ does not mean much, to us it means everything. Wear it proudly, as it is a required element on all uniforms.

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Informal Uniform For departments that need informal t-shirt uniforms, use the AccentMark and the department name.

The back of the shirt is flexible and can contain information relevant to that department.

Decoration Located on the left chest, the department name and the AccentMark are used.

Department DIN-Medium Right justified

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School Pride Consistent school colors, clean appearance and prideful messages support Kalamazoo Valley merchandise,

The KVCC BookStore is, virtually, “a window on the world.”

Every item purchased reaches the public domain (at very little cost to the school) and introduces the community, potential students and key stakeholders to the new Kalamazoo Valley brand identity.

The grassroots marketing potential for these stores is extremely high.

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63(&,$/7< ,7(06 4XDOLW\ GRHV PHDQ 4XDOLW\ Our image is reflected in everything we do, say and give away.

It is imperative to maintain the positive and sophisticated standard that Kalamazoo Valley has set amongst community colleges.

This means no trivial items: • Pre-printed plastic ink pens • Desk clips or note clips • Book Lamps • Chip Clips • Mouse pads • Letter openers • Key tags w/lights or whistles, ID key rings or ID pouches • Squeeze stress relievers • Buttons or badge holders • Ceramic mugs or glass candy jars • Plastic tumblers or drink ware • Hair brush, combs or mirrors • Plastic coin purses • Flip/clip bookmarks or lights • Magnets

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