Missouri Baptist University Style Guide

BRAND MANUAL

DIREC T ORY OF C ONTAC T S

BRYCE CHAPMAN

CORAL CHRISTOPHER

Vice President for Enrollment, Marketing

Director of Digital Communications

and University Communications

and Content Strategy

Bryce.Chapman@mobap.edu

Coral.Christopher@mobap.edu

314-744-7631

314-392-2307

JENNY SINAMON

SEBASTIAN MUNOZ

Art Director

Enrollment Marketing Specialist

Jenny.Sinamon@mobap.edu

Sebastian.MunozCastellanos@mobap.edu

314-744-7630

ERIN ROACH Digital Content Specialist Erin.Roach@mobap.edu 314.392.2308

1

TAB LE OF C ONT ENT S

OUR MISSION

4

OUR BRAND

7

OUR LOGO

11

OUR COLORS

15

TYPOGRAPHY

17

IMAGERY

19

COMMUNICATIONS

22

This publication is the approved artwork guide for Missouri Baptist University. All marks shown in this publication are the property of Missouri Baptist University and may be reproduced with permission. The colors shown in this guide are for color reference only. Match to PANTONE® color standards for accuracy. PANTONE® is the property of Pantone Inc. ©2021 Missouri Baptist University. All rights reserved.

3

OUR MISSION

OU R M IS S ION

Missouri Baptist University is an evangelical Christian, liberal arts institution of higher learning whose purpose is to offer programs of study leading to professional certificates, undergraduate degrees and graduate degrees in an environment where academic excellence from a Biblically-based Christian perspective. The University is committed to enriching students’ lives spiritually, intellectually, and professionally, and to preparing students to serve in a global and culturally diverse society.

5

OU R M IS S ION

PURPOSES

CORE PURPOSE

The University seeks to prepare students who are motivated by ideals of service for effective performance in careers which are appropriate to the Christian commitment of MBU. The University is open to all qualified students, regardless of race, gender, national origin, religion, age, or qualified disability. Faculty and students work together in the following purposes:

To teach, empower, and inspire students for service and lifelong learning.

CORE VALUES

1. To develop a personal philosophy of life and an ethical and spiritual commitment which is based upon an awareness of alternatives and which is examined in the light of Biblical revelation.

2. To grow in an understanding of themselves, as well as others, and to cultivate an ability to employ this knowledge for self-development, for mental and physical health, and for social and family relationships.

3. To prepare for living in harmony with the physical environment by becoming aware of its basic principles, and of the means for intelligent use and conservation of its resources.

4. To develop effectiveness in the use and understanding of communications, both spoken and written, employing analytical and logical thinking in the process.

5. To become contributors to society in a manner consistent with Christian principles, participating responsibly in church, school, community, and world affairs, employing insights derived from a broad range of studies.

6. To grow in understanding, appreciation, and enjoyment of literature and the arts, and to become participants in creative and aesthetic activities in the community.

7. To prepare for continuing study by becoming acquainted with electronic technology resources and methods of scholarly research.

Missouri Baptist is a university that is serious about its core values...

• We are serious and intentional about our Christian faith.

• We will freely and responsibly search for truth.

• We strive for excellence.

• We believe in the importance and cultivation of character.

• We believe in social change through service and leadership.

6

OUR BRAND

OU R B RAND

A BRAND IS A POWERFUL THING. It is a constant and continuous way of communicating the heart of who you are as a university.

Your brand is a critical way of communicating your vision and values to your various constituency groups. It reinforces what you say in print, web, multimedia, and it remains in people’s minds long after other communication has faded. Because of its importance, your brand must consistently permeate all of your communication vehicles.

TAGLINE/POSITIONING THEME

SHINE ON

MBU’s positioning theme is “Shine On” which reflects the University’s commitment to providing its students success in all areas of life. From their chosen career path to serving a greater purpose that reflects their faith and dedication to service, MBU students are prepared to shine and stand out from the crowd. MBU simply nurtures the light that already shines within each student to be their very best.

MBU is committed to instilling confidence and an entrepreneurial drive in each student so they can excel on their chosen path. “Shine On” reflects this commitment and raises the bar for prospective and current students to achieve all that they can and to feel empowered as they do so. “Shine On” also communicates the University’s focus on equipping students for a greater purpose beyond their four-year education experience. They are prepped to “Shine On” for life.

8

OU R B RAND

THE BRAND AT A GLANCE Missouri Baptist University is a growing, progressive liberal arts institution committed to equipping its students for ultimate success in all of life.

Students are well prepared to excel in their chosen area of study and in making a difference in the world through their faith and service to the community.

MBU develops this kind of student by offering highly regarded academic programs in more than 50 degrees of study. There are numerous program-specific accreditations, and the small class sizes encourage strong faculty/student relationships.

Students have ongoing opportunities to grow in faith/purpose through community and missions services. All of this occurs on a campus where facilities are modern, progress is at the forefront and entrepreneurial spirit is encouraged.

MBU empowers each student to let their natural light shine, equipping them to “Shine On” in their chosen career path and with a purposeful life that serves the challenging, culturally-diverse world that awaits them.

9

OU R B RAND

BRAND VOICE/PERSONALITY MBU is not your “typical” Christian University. The school has a very good academic reputation, a wide breadth of degrees, vibrant campus life and an atmosphere that encourages spiritual growth and entrepreneurial drive. MBU is an exciting, progressive university that is on the move.

The University is an unexpected gem that should raise a few eyebrows of those expecting the “expected.” Some words that accurately describe the University’s personality and reflect the proper tone include:

PERSONALITY

TONE/LANGUAGE

Entrepreneurial

Empowering

Engaging

Joyful

Worshipful

Positive

Welcoming

Friendly

Innovative

Inspiring

Joyfilled

Passionate

Confident

Hopefilled

Courageous

Courageous

Inspiring

10

OUR LOGO

OU R LOGO

THE SCHOOL COMMUNICATION LOGO The most valuable visual statement of Missouri Baptist University’s brand is its logo. A logo is the “public face,” equipped with distinct shapes and colors that when combined give you a recognizable presence in your community. Missouri Baptist University’s type-treated logo was designed to reflect the University’s personality and strengths. This logo may be used on formal university communications.

Missouri Baptist UNIVERSITY

Missouri Baptist U N I V E R S I T Y

LOGO COLOR GUIDELINES

PANTONE 289C LOGO

PANTONE 289C LOGO

BLACK LOGO

BLACK LOGO

WHITE LOGO

It is imperative that the correct files are used in all printed and web material. Each logo file is unique for the specified color.

When a white logo is required, the prepared White Logo file must be used. No exceptions.

WHITE LOGO NOTE: The color of the “Shine On” tagline may only be PMS 289 (and all conversions), black or white. No other colors are acceptable.

12

OUR LOGO

VERTICAL SCHOOL LOGOTYPE WITH TAGLINE

Missouri Baptist UNIVERSITY

Missouri Baptist UNIVERSITY

Missouri Baptist UNIVERSITY

Missouri Baptist UNIVERSITY

VERTICAL SCHOOL LOGOTYPE Missouri Baptist UNIVERSITY

Missouri Baptist UNIVERSITY

Missouri Baptist UNIVERSITY

Clear Space Clear space requirements must be observed, except in special, pre-approved circumstances.

SYMBOL

MINIMUM SIZE 1” WIDE WITH/WITHOUT TAGLINE Missouri Baptist UNIVERSITY

Missouri Baptist UNIVERSITY

CORRECT PROPORTION

Missouri Baptist UNIVERSITY

SCALED TOO TALL

Missouri Baptist UNIVERSITY

SCALED TOO WIDE

Missouri Baptist UNIVERSITY

MINIMUM SIZE .5” WIDE

13

OU R LOGO

THE SCHOOL COMMUNICATION HORIZONTAL LOGO VARIATION

CORRECT PROPORTION

This logo is reserved for campus-wide branding intitives and the University Communications Department only unless approved by Department. For questions regarding correct logo usage, please contact the University Communications Department.

SCALED TOO TALL

SCALED TOO WIDE

Clear Space Clear space requirements must be observed, except in special, pre-approved circumstances.

MINIMUM SIZE: 2.5” WIDE WITH TAGLINE

14

OUR COLORS

OU R C OLORS

PRIMARY COLOR PALETTE MBU’s color scheme is designed to be clean and bold. The scheme primarily uses PANTONE 289 with PANTONE 429 when needed as an accent color on all school communication pieces.

The PANTONE colors should not be tinted or have their opacity changed. They should be used in conjunction with a substantial amount of white space to promote an airy and contemporary feeling.

PANTONE 289

PANTONE 429

#002144

#a5acb0

0, 33, 68

165, 172, 176

100, 64, 0, 60

1, 0, 0, 32

SECONDARY COLOR PALETTE Supporting accent colors have been chosen to provide punch and vibrancy to all brand communication pieces when used in conjunction with the primary color pallete. These colors have been selected with our “Shine On” brand position in mind. They promote a progressive, yet contemporary feel to our Brand. It’s important that PANTONE 289 is prominent when utilizing colors from the secondary color palette.

PANTONE 124

PANTONE 660

#EAAA00

#3d7dca

#61162d

234, 170, 0

61, 125, 202

97, 22, 45

8, 35, 100, 0

76, 47, 0, 0

0, 100, 30, 61

PANTONE 7626

PANTONE 7421

PANTONE 382

#cb3725

#C4D600

203, 55, 37

196, 214, 0

15, 93, 100, 4

29, 1, 100, 0

16

TYPOGRAPHY

T Y P OGRAP H Y

Typography plays a big role in establishing the MBU identity. There are two primary MBU typefaces. Avenir has been chosen for its clean and modern aesthetic. Adelle serves as a modern slab serif that compliments the contemporary nature of Avenir.

PRIMARY TYPEFACE

SECONDARY TYPEFACE

WEB TYPEFACE

Avenir 35 Light

Adelle Thin

Adelle Sans Thin

Avenir 35 Light Oblique

Adelle Light

Adelle Sans Light

Avenir 45 Book

Adelle Regular

Adelle Sans Regular

Avenir 45 Book Oblique

Adelle SemiBold

Adelle Sans Semibold

Avenir 55 Roman

Adelle Bold

Adelle Sans Bold

Avenir 55 Oblique Avenir 65 Medium Avenir 65 Medium Oblique Avenir 85 Heavy Avenir 85 Heavy Oblique Avenir 95 Black Avenir 95 Black Oblique

18

IMAGERY

IM AGERY

At MBU, our students are prepared to succeed and to shine on. Capturing that confidence and joy is key in our imagery.

20

IM AGERY

Look for visual cues that express an engaging and bold approach to the collegiate experience. Overall, the composition and style of the images should create an empowering, confident and vibrant tone.

• Students should look comfortable in their own skin and their drive to excel in their chosen path should show through the image.

• A captivating, positive and outgoing quality should shine through in both the photograph and the subjects’ general demeanor.

• The camera style should feel confident, straightforward and approachable, as if you’re being invited into the image.

• The images should be warm in coloring and tone to illustrate our welcoming and inviting nature.

• The depiction of groups should be small in size and reflect their progressive, culturally diverse and familiar interactions that occur effortlessly in and around campus.

• Photographs of the architectural elements on campus should focus on modern facilities where progress is at the forefront and entrepreneurial spirit is encouraged.

21

COMMUNICATIONS

C OM M U NIC AT IONS

Format Size 8.5 in. x 11in.

VISUAL IDENTITY/LETTERHEAD

BUSINESS CARD

Body Text • 9 pt. Adelle-Regular • 14 pt. leading • Left Justified

LETTERHEAD

1.75 inch

.75 inch

.7 inch

.75 inch

OFFICE FOR INSTITUTIONAL ADVANCEMENT

Keith Ross Vice President for Institutional Advancement Missouri Baptist University One College Park Drive Saint Louis, MO 63141 We are excited you are considering MBU! If you’re looking for a dynamic college experience from one of the most affordable Christian universities in the Midwest, then look no further. MBU’s independent, Christian stature means small classes, high standards, a moral fabric and academic excellence. Our belief that all students deserve the value of a faith-based education means you can afford MBU. For more information, call our Undergraduate Admissions Team ator e-mail admissions@mobap.edu. We are excited you are considering MBU! If you’re looking for a dynamic college experience from one of the most affordable Christian universities in the Midwest, then look no further. MBU’s independent, Christian stature means small classes, high standards, a moral fabric and academic excellence. Our belief that all students deserve the value of a faith-based education means you can afford MBU. For more information, call our Undergraduate Admissions Team at or e-mail admissions@mobap.edu.

Christian stature means small classes, high standards, a moral fabric and academic excellence. Our belief that all students deserve the value of a faith-based education means you can afford MBU. For more information, call our Undergraduate Admissions Team at (877) 434-1115 or e-mail admissions@mobap.edu. We are excited you are considering MBU! If you’re looking for a dynamic college

ENVELOPE 8.25 inch

experience from one of the most affordable Christian universities in the Midwest, then look no further. MBU’s independent, Christian stature means small classes, high standards, a moral fabric and academic excellence. Our belief that all students deserve the value of a faith-based education means you can afford MBU. For more information, call our Undergraduate Admissions Team at or e-mail admissions@mobap.edu. We are excited you are considering MBU! If you’re looking for a dynamic college experience from one of the most affordable Christian universities in the Midwest, then look no further. MBU’s independent, Christian stature means small classes, high standards, a moral fabric and academic excellence. Our belief that all students deserve the value of a faith-based education means you can afford MBU.

OFFICE FOR INSTITUTIONAL ADVANCEMENT

For more information, call our Undergraduate Admissions Team at or e-mail admissions@mobap.edu. We are excited you are considering MBU! If you’re looking for a dynamic college experience from one of the most affordable Christian universities in the

One College Park Drive Saint Louis, MO 63141

Midwest, then look no further. MBU’s independent, Christian stature means small classes, high standards, a moral fabric and academic excellence. Our belief that all students deserve the value of a faith-based education means you can afford MBU. For more information, call our Undergraduate Admissions Team. MBU! If you’re looking for a dynamic college experience from one of the most affordable Christian universities in the Midwest, then look no further. MBU’s independent, Christian stature means small classes, high standards, a moral fabric and academic excellence.

MBU! If you’re looking for a dynamic college experience from one of the most affordable Christian universities in the Midwest, then look no further. MBU’s independent, Christian stature means small classes, high standards, a moral fabric and academic excellence. MBU’s independent, Christian stature means small classes, high standards, a moral fabric and academic excellence. MBU’s independent, Christian stature means small classes, high standards, a moral fabric and academic excellence. We are excited you are considering MBU! If you’re looking for a dynamic college experience from one of the most affordable Christian universities in the Midwest region.

Sincerely,

1 inch

Keith Ross One College Park Drive Saint Louis, MO 63141

Main 314.434.1115

877.434.1115

Web mobap.edu Fax 314.392.2301

25