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M a s t e r B r a n d To o l K i t 05 | 2011


contents Clicking this logo on the following pages returns you to this Contents page.

Overview 3 Master Brand Definition and Purpose

3

Positioning Meaning and Usage

4

Brand Champion Explanation and Purpose

5

Copy Standards (Tone and Voice)

5-7

Trinity International University Logos

8-14

TEDS College REACH (Deerfield, South Chicago Regional Center) EXCEL (Florida Regional Center) TLS TGS Jonathan Edwards Center at TEDS Carl F. H. Henry Center for Theological Understanding (HCTU) The Center for Bioethics and Human Dignity (CBHD) Athletics Logos Other University Symbols

Click on desired topic to be directly linked to that page.

Logo Usage

15

Alternative Logo Usage

16

Typography - Fonts

17

Color Palette - 1, 2 colors, etc.

18

Stationery, Stationery Usage

19

University Envelopes

21

Business Cards

22

Correspondence - Email

23

Signage - Posters, Banners, and Light Standards

24

Presentation Backgrounds

26

Premium Items/Apparel

27

Advertising Templates - Print / Online Banners

29

Collateral (Brochures)

31

Photography Guidelines

32

Web Standards

33

Appendices

2


overview

President Williford, the Board of Regents, the University Executive Council and the University Marketing Council (UMC) welcome you to this important document that will build the value of Trinity International University. The TIU brand represents all schools, centers, organizations and every other aspect of the University, including TEDS, TGS, TLS, Trinity College, adult undergraduate programs, the Center for Bioethics and Human Dignity and every other group, club or affiliation within the University. We are Trinity International University and we are very proud of everything it represents. Prior to the creation of the TIU Master Brand, the different perceptions of the schools, academic degrees, educational focus and locations created a branding challenge. Our goal in creating this Master Brand is to define an institutional meaning for the Trinity International University brand so positive perceptions of the University-as-a-whole elevate all TIU schools, organizations and people. Currently, TEDS has the strongest ‘brand equity’ (reputation) and the new Master Brand will elevate the other schools and unite the University as one. In this way, we can build on TEDS reputation and bring credibility to the entire University. The unified message of the Master Brand will magnify the awareness and benefits of the entire University so that a distinct and persuasive personality is achieved for all constituents.

Master Brand Definition and Purpose Research and Marketing best practices have shown that building a “Master Brand” has great potential to increase the value of all the identities under the Trinity International University umbrella. When the best attributes of the individual school brands transfer to the identity of the Master Brand, all ships rise with the tide. Over time, the Master Brand will deliver a better reputation for each school, increasing the value of a Trinity education. The Master Brand is communicated through tangible and intangible components. The tangible components are the logos, the communication templates, such as stationery, business cards, signage, email signatures, etc. The intangible component is the meaning behind the symbols and words that make Trinity International University unique. Collectively, the meaning and the graphic components work together to convey an inspirational, unique and valuable identity for our school.

3


Positioning Meaning and Usage

A positioning statement distills who we are, and how we are unique as a university, in a way that resonates across all our audiences. It expresses the strengths and character that Trinity has developed over time, as identified through qualitative and quantitative research. The research helped clarify a unique positioning statement for the University in a way that all audiences believe is inspiring. High academic standards, a Christ-centered, spiritual culture and a welcoming environment for students from all socio-economic, intellectual, racial and geographic backgrounds are a combination of attributes and culture make TIU unique. With these results in mind, we created a new Master Brand positioning statement that will define our meaning and value over time. That statement is:

“Trinity International University is a Christian institution that invests in students from all walks of life and challenges each individual to grow intellectually and spiritually.� This statement will guide all our communications and influence how we create messages and materials to promote the Trinity International University brand. The University Marketing Council will oversee all communications in order to establish consistency in communicating our brand throughout the University. The Marketing Council should be consulted about any questions regarding this Toolkit, including graphic identity standards. The Marketing Council is responsible for the correct implementation of the Toolkit (along with you), and governs the standards so they are applied consistently throughout the university.

4


brand champion explanation and purpose

The new Master Brand will inform and inspire all TIU “Brand Champions,” including TIU leadership, employees, professors, students, parents, donors and anyone else who has an interest in the University. The University Marketing Council will oversee all communications in order to establish consistency in communicating our Master Brand throughout the University. You play an instrumental role in the success of this University by following these guidelines and committing to their consistent use. As a “Brand Champion” you can help this University increase it’s reputation by leveraging the positioning and graphic standards. Enhancing the public perception of Trinity’s academic excellence through a cohesive brand experience will be a key factor in achieving the University’s reputation and objectives. By creating a brand experience that can be effectively communicated through communications media, this Master Brand Toolkit will help you tell the story of Trinity in a cohesive, persuasive and inspiring way. Telling that story consistently and effectively to our most important audiences requires discipline. This Master Brand Toolkit includes visual tools, policies and style guidelines to help each Brand Champion communicate about Trinity in a way that consistently and accurately reflects what makes the University distinct. By reinforcing key messages and ensuring that the Trinity Master Brand is well represented in communications, we can market Trinity more effectively and efficiently.

copy standards (tone & voice) Any written communications created for internal or external audiences should be consistent with the positioning statement. The tone and voice, or personality, of each message should be welcoming, intellectually stimulating and spiritually sound. Everything our audience reads or hears about TIU should reinforce the unique personality expressed in the Master Brand positioning statement: “Trinity International University is a Christian institution that invests in students from all walks of life and challenges each individual to grow intellectually and spiritually.” (continued to next page)

5


copy standards (tone & voice) continued

While you should always write clearly and succinctly, concentrating on your objective, you should also try to integrate the University’s unique positioning into your themes. Adding a thematic reference from the positioning is easy. Write with a personal tone, showing the investment the University is making in every student, regardless of their background. Here are some writing samples that show how it can be done: SAMPLE : Original Text from College:

Academics at Trinity International University Trinity currently offers 32 majors and 24 prescribed minors in programs ranging from athletic training and chemistry to music and social science. Along with your bachelor’s degree, you can also complete a dual degree program in Bioethics, Intercultural Studies, Cultural Engagement, or Teaching. You may not know yet what your major will be. Feel free to contact a Trinity professor to ask about the academic programs that Trinity offers. They are here to help you Dream Big. Revised Text with the Positioning Integrated:

Academics at Trinity International University Trinity tailors its academic curriculum to meet the needs of students from a variety of backgrounds and with diverse interests. We currently offer 32 majors and 24 prescribed minors in programs ranging from athletic training and chemistry to music and social science. We know you’re anxious to make a difference in your chosen field so we’re making it easier with dual degree programs. Along with your bachelor’s degree, you can also complete a curriculum in Bioethics, Intercultural Studies, Cultural Engagement, or Teaching. You may not know yet what your major will be. Feel free to contact a Trinity professor to ask about the academic programs that Trinity offers. They are committed to your success and are here to help you Dream Big. Making copy unique to Trinity takes some thoughtful consideration, but the result will advance the reputation of our school and build a powerful, consistent brand. If you want to discuss how to reflect our unique brand positioning in your writing, please contact the University Marketing Council at marketing@tiu.edu.

6


trinity international university logos

The primary Trinity logo and 3-letter Mark reflect the unique attributes of the positioning statement. The font is Friz Quadrata, which is currently being used in the TIU seal and some signage on campus. The Friz Quadrata font conveys a classic, strong and credible personality that positively reflects the institution. The font is stylized so the “T” and “R” are connected and the “T” and “Y” are connected. This style conveys the Master Brand because it reflects the connections made with students from all walks in life. It upholds Trinity’s academic excellence and spiritual values. The shield is a classic academic icon, but in this case it also represents the shield of faith referred to in Ephesians 6:16. The Bible and flame come directly from the University seal, leveraging our heritage in the logo. On the shield is an adaptation of the Bible opened to the verse 1 Thessalonians 2:4, “On the contrary, we speak as men approved by God to be entrusted with the gospel. We are not trying to please men but God, who tests our hearts.” Together, our logo conveys our Biblical foundation, academic excellence and the investment made in students from all walks of life. It is our symbol and it is our brand. Use it with pride.

Vertical Logo

Horizontal Logo

Three-Letter Mark The TIU three-letter mark should only by used in situations where it would be clearly understood what the initials stand for. Since this is a relatively new brand use, it’s important that the audience that see this three-letter mark knows that it stands for Trinity International University. It may be used in communities that are currently knowledgeable (TIU sports clothing and uniforms, or on coffee mugs sold to friends of the University). It should not be used in broad, public circumstances (like a highway billboard or spoken as “T-I-U” in a radio commercial) until the initials are “seeded”, which means it is well understood by the audience. Use your best judgment regarding use of the three-letter mark, but always check with the University Marketing Council to be sure.

7


trinity international university logos

Three-Letter Mark Anatomy

Anatomy

Flame icon centered above ‘I’ Shield TIU logotype Logotype

Horizontal Logo Alignment

Vertical Logo Alignment

Bottom of shield aligns with the top of the Trinity logotype

Shield and logotype centered vertically

8

Shield’s aligns with the top of the Trinity logotype


trinity international university logos Logos of Schools within the University Vertical TEDS Logo

Vertical College/University Logo

Vertical Graduate School Logo

Vertical Law School Logo

Horizontal TEDS Logo

Horizontal College/University Logo

Horizontal Graduate School Logo

Horizontal Law School Logo

9

Horizontal TEDS Logo/Address

Horizontal College/University Logo & Address

Horizontal Graduate School Logo & Address

Horizontal Law School Logo & Address


trinity international university logos Logos of Regional Centers, Reach and Distance Education Vertical Florida Logo

Horizontal Florida Logo

Vertical South Chicago Logo

Horizontal Florida Logo/Address

Horizontal South Chicago Logo

Vertical Reach Logo

Horizontal South Chicago Logo & Address

Horizontal Reach Logo

Vertical Distance Ed Logo

Horizontal Distance Ed Logo

10


trinity international university logos Logos of TEDS Extension

AKRON

COLUMBUS

INDIANAPOLIS

MADISON

MILWAUKEE

SOUTH CHICAGO

11


trinity international university logos Logos of Centers within the University

Center for Bioethics Logo

CARL F.H.

HENRY CENTER FOR THEOLOGICAL UNDERSTANDING

Henry Center Logo

TRINITY EVANGELICAL DIVINITY SCHOOL

Edwards Center Logo

12


trinity international university logos

Sample of Athletic Symbols (See Appendix for full options) Three-Letter Mark Trojan

Trojan Head

Other University Symbols Shield - Gray

Shield - Blue

University Seal

TEDS Seal

13


Logo Usage Minimum Clearance Keep all text and graphic elements clear of the logo. A clear space equal to the of the height of the letter “T” should always surround the brand mark from text, images. Use examples below as a visual guide.

T

T

T T

T

T

T T

INTERNATIONAL UNIVERSITY

T

Clear space = “T” letter height

T

T

T T

Logo on Backgrounds - Options Use a reversed out (white) version of the logo when overlaying a dark background color.

14


logo usage Improper Logo Usage

INTERNATIONAL UNIVERSITY

INTERNATIONAL UNIVERSITY

Do not scale vertically

INTERNATIONAL UNIVERSITY

Do not resize any logo elements

INTERNATIONAL UNIVERSITY

Do not scale horizontally

IN

N TER

IO AT

N

UN AL

I VE

R SI

Do not shrink logo to point where “International University” is illegible

TY

Do not rotate or tilt in any way

INTERNATIONAL UNIVERSITY

Do not place over a disruptive background

Alternative Logo Usage Watermark Large - When used as a large background image, the logo should be tinted. This is the only Trinity logo where you may overlay copy as long as it is tinted to at least 10% opacity.

INTERNATIONAL UNIVERSITY

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typography Logo Font Font used in our logos.

Friz Quadrata medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&$”’!@ Primary/Secondary Fonts (headings, sub-headings, body copy, etc.) There are two font options for headings and body copy. The first is Myriad Pro which is a sans-serif font. The second font is Minion Pro, which is a serif font and is often best suited for longer body copy because it is easier to read. These fonts were selected because they complement the logo font, Friz Quadrata. As a best practice, you should always limit use of fonts to two in a single document.

Myriad Pro Regular Myriad Pro Italic Myriad Pro Semibold Myriad Pro Semibold Italic Myriad Pro Bold Myriad Pro Bold Italic Myriad Pro Black Myriad Pro Black Italic

A BCDE F G H IJKLMN OP QR S TU V WX Y Z a bcdefgh ij k l m n o pqr s tuv w x y z 1234567890& ”’!@

Minion Pro Regular Minion Pro Italic Minion Pro Medium Minion Pro Semibold Italic Minion Pro Bold Minion Pro Bold Italic

AB CDEFGHIJKLMNOPQRSTU VWXYZ ab cdefg hijk lmnop qrstuv wxyz 1234567890&”’!@

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colors Blue and gray are the primary colors for Trinity International University. These colors are just as much a part of the TIU brand as the logos. To ensure consistency, the University has chosen Pantone 287 (Blue) and Pantone Cool Gray 7 as its official colors. The consistent application of these specific colors will create a recognizable identity for the University. The logo should be used in blue and gray, all black or all blue, but no other color is acceptable.

Primary Colors

Pantone 287 U R 0 C 100 G 83 M 68 B 155 Y 0 Hex #0069aa K 12

Pantone Cool Gray 7 U R 161 C 0 G 161 M 1 B 164 Y 0 Hex #a1a1a4 K 37

Secondary Colors These colors have been chosen as possible options to be used sparingly as accents.

Pantone 377 U R 120 C 45 G 162 M 0 B 47 Y 100 Hex #78a22f K 24

Pantone 577 U R 180 C 24 G 204 M 0 B 149 Y 46 Hex #b4cc95 K 10

Pantone 291 U R 164 C 33 G 215 M 3 B 244 Y 0 Hex #a4d7f4 K 0

Pantone 657 U R 189 C 4 G 216 M 5 B 241 Y 44 Hex #bdd8f1 K 0

Pantone 144 U R 248 C 0 G 151 M 47 B 29 Y 100 Hex #ef8200 K 0

Pantone 460 U R 246 C 45 G 231 M 0 B 161 Y 100 Hex #f6e7a1 K 24

Pantone 484 U R 179 C 0 G 35 M 95 B 23 Y 100 Hex #b32317 K 29

C 0 M 0 Y 0 K 100

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R 0 G 0 B 0 Hex #000000


Stationery The stationery guidelines demonstrate how the branding process can be used to provide a strong, consistent identity for both internal and external communications. Maintaining consistency throughout the stationery helps promote a unified identity for the University. University stationery may be ordered through Mail Services and is printed on Finch Opaque White #70 Smooth paper.

Trinity International University • 2065 Half Day Road • Deerfield, Illinois 60015 • USA • www.tiu.edu • 847.945.8800

Trinity International University • 2065 Half Day Road • Deerfield, Illinois 60015 • USA • www.tiu.edu • 847.945.8800

trinity college • trinity evangelical divinity school • trinity graduate school • trinity law school

trinity college • trinity evangelical divinity school • trinity graduate school • trinity law school

Trinity International University • 2065 Half Day Road • Deerfield, Illinois 60015 • USA • www.tiu.edu • 847.945.8800

Trinity International University • 2200 North Grand Avenue • Santa Ana, California 92705 • www.tls.edu • 1(800)-922-4748

trinity college • trinity evangelical divinity school • trinity graduate school • trinity law school

trinity college • trinity evangelical divinity school • trinity graduate school • trinity law school

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Stationery USAGE To maintain consistent style throughout the stationery program, it is important to use the guidelines that follow. 11 pt Minion Pro or Times New Roman is suggested for University correspondence.

0.75''

2.0''

0.75''

Start copy here

0.75''

1.5''

2nd page guideline

Trinity International University • 2065 Half Day Road • Deerfield, Illinois 60015 • USA • www.tiu.edu • 847.945.8800 trinity college • trinity evangelical divinity school • trinity graduate school • trinity law school

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University Envelopes University #10 envelopes may be ordered through Mail Services and are printed on Finch Opaque #60 White Smooth paper.

20


Business cards Business cards are printed on 100-pound white cover stock. All cards have the official logo printed in Pantone 287 blue and Pantone Cool Gray 7. Cards may be ordered online through Staples.

Joe Trinity

Vice President of the University Correctness Department, Dean of Delight, Parking Attendant 800.317.2000 847.317.2000 CELL 847.317.2000 FAX 847.317.2000 E-MAIL jtrinity@tiu.edu WEB www.tiu.edu TOLL-FREE

OFFICE

2065 Half Day Road Deerfield, Illinois 60015

Joe Trinity

Vice President of the University Correctness Department

OFFICE FAX

E-MAIL WEB

847.317.2000 847.317.2000 jtrinity@tiu.edu www.tiu.edu

2065 Half Day Road Deerfield, Illinois 60015

Joe Trinity, PhD

Vice President of the University Correctness Department

OFFICE FAX

E-MAIL WEB

847.317.2000 847.317.2000 jtrinity@tiu.edu www.tiu.edu

2065 Half Day Road Deerfield, Illinois 60015

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correspondence Email Even email communications telegraph the strength and uniformity of the Master Brand. The email signature contains your full contact details and may be used even on mobile devices. Body: Font: Arial, Weight: Regular, Size: 10 pt, Color: Black Signature: Font: Arial, Weight: Regular, Size: 10 pt, Color: Black Full Name (Bold) Title (Italic) Department (Italic) Address City, State Zip Main Telephone | Mobile Fax TIU website URL Trinity horizontal logo

John Smith

Trinity International University

Trinity tailors its academic curriculum to meet the needs of students from a variety of backgrounds and with diverse interests. We currently offer 32 majors and 24 prescribed minors in programs ranging from athletic training and chemistry to music and social science. We know you’re anxious to make a difference in your chosen field so we’re making it easier with dual degree programs. Along with your bachelor’s degree, you can also complete a dual degree program in Bioethics, Intercultural Studies, Cultural Engagement, or Teaching.

Gary P. Cantwell Vice President Communications and Marketing 2065 Half Day Road Deerfield, IL 60015 Ph: 847.317.8013 Fax: 847.317.8147 www.tiu.edu

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Signage - Posters, Banners, and Light Standards The approved logo for your school must appear on any signage including posters, banners and light standards. Minimum Clearance The TIU logo and copy must be readable on posters, banners, and light standards or the logo cannot be used. Reducing the size of the logo to the point where the copy isn’t readable is not allowed.

Campus Signage Example

Poster Example

Sample Headline Subheading

Always use approved fonts, colors and photography

Minimum clearance around logo Logo sized appropriately

INTERNATIONAL UNIVERSITY

23


Signage - Posters, Banners, and Light Standards Banner Example

Homecoming 2011

October 14-16

Homecoming

2011

Light Standards

24


Presentation Backgrounds

Presently, there are four Power Point backgrounds. TEDS, TGS and TLS versions are also available.

25


Premium Items Premium items that travel into the public space and consciousness must stay true to the Trinity International University brand identity. Due to the variety of materials and printing methods found in the merchandising industry, adjustments may need to be made to accommodate size, color and reproduction limitations. All premiums must be approved by the University Marketing Council before they are produced. Special artwork is required for difficult reproduction techniques used on promotional merchandise such as embroidery for apparel or exceptionally small or coarse printing techniques used on items such as writing pens or other premium items. As a result, we’ve developed special artwork for some of these unique applications.

Embroider Shield_Apparel Silver or White embroidery/silk-screen on Navy Blue or Black Navy Blue embroidery/silk-screen on lighter colors (white, light blue, gray)

Embroider TEDS_Apparel Silver or White embroidery/silk-screen on Navy Blue or Black Navy Blue embroidery/silk-screen on lighter colors (white, light blue, gray)

Embroider INTERNAL_Apparel Silver or White embroidery/silk-screen on Navy Blue or Black Navy Blue embroidery/silk-screen on lighter colors (white, light blue, gray)

Embroider 3Letter_Apparel Silver or White embroidery/silk-screen on Navy Blue or Black Navy Blue embroidery/silk-screen on lighter colors (white, light blue, gray)

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Premium Items Commercial Logo Usage All uses of Trinity International University’s trademarks on commercial products shall incorporate the appropriate trademark designation symbols, i.e., all designs using Trinity International University trademarks shall include ® or TM dependant upon the international class the logo or word mark is registered. Trinity International University will not approve the use of its trademarks in conjunction with certain types of products. These include, but are not limited to: • Alcohol products • Tobacco products • Illegal drugs products • Inherently dangerous products, including weapons, firearms or explosives • Sexually suggestive products • Products that are or depict racists, sexist, hateful, demeaning or degrading language or statements • Products that use profanity • Gambling-related products • Products that contain statements impugning other universities or organizations • Products that present an unacceptable risk of liability • Products that are harmful to the mission or integrity of the University • Products that contain another entity’s registered trademark, unless explicit written permission has been granted from that entity

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Advertising Templates Print Advertisements Standard print advertisement guidelines have been developed as part of the University’s current advertising campaign. General advertisements, featuring Trinity International University, are at the core of the campaign. Individual schools will also be able to utilize print advertising featuring copy specific to their promotional needs, but will need to adhere to the same guidelines as the overall Trinity International University campaign. Sponsorship Ads These black and white sponsorship ads are used to salute individuals and/or companies for their accomplishments. Headline: Justified left and aligned with the logo. Body Copy: Justified left and runs vertically along the right-hand side. Phone number and website line up with the body copy. Logo: Justified left and specified as 20% Black. General Ads In order to allow for creative flexibility, Trinity International University general print ads (for magazines, newspaper and other print media) have not been mandated to follow a specific template. However, all color palette, logo and logotype rules in this toolkit must be adhered to. The Trinity International University logo must appear on all print advertisements. As much as possible, the entire logo should be used as one element. It is not appropriate to use the logo in any space that is less than 2� in width and height because it would make the logo unreadable. Ads may appear in CMYK, Pantone or black and white. For instances of advertisements that are school specific and approved in advance by the University Marketing Council: the approved logo for your school must appear. In addition to the approved school logo, the words Trinity International University must appear on the piece.

Print Advertisement Examples

Sample Headline

Always use approved fonts, colors and photography

Subheading

Minimum clearance around logo Logo sized appropriately INTERNATIONAL UNIVERSITY

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Advertising Templates Online Advertisements The TIU logo must appear on any online advertisements. As much as possible, the entire logo should be used as one element. When online advertisements are designed to feature a particular school within the University, the approved logo for your school must appear. Online banner ads come in a variety of sizes depending on the website they are housed on. Typical sizes include 728px X 90 (leaderboards), 120px X 60px (buttons) and 120px X 600px (skyscrapers). Fileweights and animation times will depend on the website housing the banner ads and should be designed accordingly. Clearance for the logo used on online banner ads is 10px. Online banner ads smaller than 120px X 60 px should never be created, as the reduction in size of the TIU logo and logo elements renders it meaningless. Questions and all approvals on banner artwork should be directed to the University Marketing Council.

Online Advertisement Examples (Not actual size, scaled down to fit page)

728 X 90

468 X 60

234 X 60

125 X 125

120 X 60

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Collateral (Brochures) All collateral and brochures designed for TIU publication must follow the suggestions for type, color and logo usage as outlined in this toolkit. Use of white space is encouraged to create clean, readable and telegraphic messages about the TIU brand and our collection of schools within the University. The graphic elements that constitute TIU’s graphic style enhance the overall brand. Schools and groups within the University can find a graphic look using branded elements that both supports the overall brand and acts as a unique identifier to that school or group. TIU’s collateral and brochures cover a wide range of purposes and audiences. Because of this, branding requirements may not always be clear-cut. The University Marketing Council has been created to address issues of this nature and should be a part of the development and approval process.

Brochure Examples

Sample Headline Always use approved fonts, colors and photography

Subheading

Sample Headline Subheading

Minimum clearance around logo Logo sized appropriately INTERNATIONAL UNIVERSITY

30


Photography Guidelines Photography is a key part of communicating the University’s brand identity. Because of this, the University Marketing Council has created a library of photography for use in developing various marketing communications materials, both off- and online. This library will continually be updated but can generally be classified as containing three types of photography: • • •

Portraits Candid shots Architectural

As much as possible, this photo library should be used in University materials and collateral and if outside photography is commissioned, it should relate closely in style to the imagery on file. This library has been created to reflect the unique personality of Trinity. Photographs depict Trinity’s investment in people from all walks of life. They reflect our academic excellence and spiritual joy and commitment. It is understood that some communications need to rely on photography already provided, and while this is acceptable, it must be reviewed and approved by the University Marketing Council in advance of publication.

Photography Usage Photographs should be reproduced with straight edges and a minimum of effects. Four color process, black and white, and duotone are all acceptable reproduction effects. All photography must be high resolution. Photoshop effects are discouraged but should there be a compelling reason to use such special effects, these should be reviewed and approved by the University Marketing Council in advance of publication.

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web standards The Trinity International University website is a key point of entry to information on all the schools and communities within the University. As such, the website (both homepage and internal pages), must adhere to the same graphical standards of logo, typeface and color as outlined in this toolkit. Consistency in the look and feel of all University websites will reinforce the brand and perception of TIU as a unified entity across all schools. All TIU websites must clearly display an official TIU logo. This includes web pages on a University server created by the University, its schools, departments or other administrative offices. Only an official TIU entity should have a logo. Logos should NOT be included on student, student organization or the personal websites of faculty and staff. Many different groups within the University maintain access and are responsible for changes to the content of their respective sites and it is understood that implementation of brand standards will take time. The University Marketing Council encourages all those responsible for the maintenance and update of their sites to work in tandem with the UMC as the transition to a unified brand identity is implemented.

Required Elements All University websites have two required elements: • •

The Trinity International University logo (school or department specific, if applicable) on the homepage and internal pages of their individual sites. A link back to the Trinity International University portal landing page in the homepage of their respective sites. This link should be prominent to enhance user experience, and displayed in a clear and easily readable font size.

Color Values The University’s color palette is described earlier in this Brand Toolkit. However, CMYK and Pantone colors are not equivalent on the web. Therefore, the following HEX values have been established in order to keep consistency with the University’s printed materials.

Secondary Colors

Primary Colors

R 0 G 82 B 155 Hex #00529b

R 173 G 175 B 178 Hex #ADAFB2

R 120 G 162 B 47 Hex #78a22f

R 180 G 204 B 149 Hex #b4cc95

R 164 G 215 B 244 Hex #a4d7f4

R 189 G 216 B 241 Hex #bdd8f1

R 248 G 151 B 29 Hex #ef8200

R 246 G 231 B 161 Hex #f6e7a1

R 179 G 35 B 23 Hex #b32317

R 0 G 0 B 0 Hex #000000

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web standards

Best Practices A positive user experience is the key to return visitors and interaction on the University’s websites. Follow these guidelines when developing your site: • • • • • • •

Keep navigation streamlined and consistent throughout the site. Make it simple for users to return to the homepage and other major navigation points, including the main TIU portal landing page. Manage your information in clearly labeled and defined sections. Ensure all images include an “ALT” tag and “title” information. Use Cascading Style Sheets to create the layout and style of your site. Cascading Style Sheets will ensure consistency in fonts, colors, and other layout elements across the University’s websites Use basic SEO tactics when building your site – properly title and tag pages for optimum readability to the search engines. Build links that make sense when read out of context. Example: “Click here” should not be made into a link. Always link text. Never place a full URL in your page content. Always check your work using a validator.

Content Guidelines To keep consistency across all University websites, the following terminology should be used: • • • • • •

email: Use “email” instead of “e-mail” and only capitalize at the beginning of a sentence homepage: Use as one word and only capitalize at the beginning of a sentence online: Use as one word and only capitalize at the beginning of a sentence website: Use as one word and only capitalize at the beginning of a sentence webcast: Use as one word and only capitalize at the beginning of a sentence URL: Always capitalize.

Using Social Media The University Marketing Council must approve the creation of any TIU presence or account on any social media platform. For detailed information on the University’s stance on using Social Media, please refer to TIU Human Resources’ Social Media Policy.

Logo and Branding Standards With the adoption of the new Trinity International University and TIU brand logos, all old logos should be removed and updated with the approved University brand. Follow the style guidelines provided earlier in this Brand Toolkit and refer any questions about logo usage to the University Marketing Council.

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TIU Tool Kit