THIS BOOK As the University Co-op has grown and evolved, it is important to have a consistent, unified message and identity system to communicate to our employees and customers. This guide is designed to define the University Co-op brand expression and help create interactions and communications that bring it to life.
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CONTENTS Our Story 4 Our Mission 6 Our Brand 8 Our Voice 10 Giving Back 12 Visual Guidelines 14 Logos 16 Positioning Statements 24 Typography 26 Color 30 Photography 32 Calls-To-Action 36 Collateral 38
Customer Experience 42 Customer Service 44 In-store 46 Signage 48 Branch Stores 52 Website/Mobile 54 Co-op App 58 Social Media 60
Resources 63 UNIVERSITY CO-OP BRAND BOOK | PAGE 3
Founded in 1896 to offer rebates to students for textbooks, the University Co-op has grown into a Texas tradition.
OUR STORY PAGE 4 | UNIVERSITY CO-OP BRAND BOOK
UNIVERSITY CO-OPERATIVE SOCIETY But you can call us “The Co-op” Dr. William J. Battle founded the University Co-operative Society in 1896, and set up shop in Room 66, a narrow second floor space tucked under a stairwell of the old Main Building. Twenty-one years later, The Co-op’s first location on the drag was built. So here we are today, a not-for-profit owned by the students, faculty and staff of the University of Texas at Austin. The Co-op is a place for fans to come together and share their Longhorn pride. They do not come merely for the merchandise, but for the tradition and symbol that we have come to represent on the Forty Acres and beyond.
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To promote, enhance, and nurture the highest cultural and educational traditions of the University of Texas.
OUR MISSION PAGE 6 | UNIVERSITY CO-OP BRAND BOOK
OUR MISSION IS SIMPLE We give back It all started in 1911 with a $10,000 contribution to complete the construction of the Gregory Gym. Since then the Co-op has been a major benefactor on campus for projects large and small. We will continue our century-long tradition of giving back, supporting the Universityâ€™s academic, cultural and athletic heritage. Each semester, funds are allocated to registered UT student organizations to help with programs and events. Funding decisions are made by a committee that includes four student board members.
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A timeless sense of camaraderie and connection among Longhorns past, present and future.
OUR BRAND PAGE 8 | UNIVERSITY CO-OP BRAND BOOK
WHAT IS THE CO-OP BRAND? Our brand is an experience Our brand is bigger than a product or tag line...Itâ€™s an experience. Customers walk through our doors and instantly have a connection with Longhorns past, present and future. They walk tall through our store, feeling proud to be a Longhorn. With an emphasis on emerging technology, we consistently strive to deliver memorable experiences and quality products in-store and online. To maintain itâ€™s value, our brand needs to evolve continuously to reflect the changes in technology, commerce and culture.
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The words, phrases, and characteristics that set the Co-op apart from the rest.
OUR voice PAGE 10 | UNIVERSITY CO-OP BRAND BOOK
THE VOICE OF THE CO-OP Inspiring Longhorn fans When we talk about the Co-op it is critical that we maintain a consistent voice. Our voice should be honest, humble and proud. It is the voice of a friend you can trust. We achieve this voice by using words like “Pride” “Tradition” “Honor” and “Teamwork” in our branding. Every message we send to our customers must evoke emotion and serve as a reminder of how proud they are to be part of this unique Texas community.
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GIVING BACK PAGE 12 | UNIVERSITY CO-OP BRAND BOOK
OUR CONNECTION WITH UT THE MANY WAYS WE GIVE Since the year 2000, the University Co-op has given over $33 million to the University of Texas in the form of gifts and rebates. Each semester, the Co-op allocates funds to registered student organizations to help with programs and events that directly benefit students. Applications and requests are also received for capital and departmental funding for UT groups. All allocations are reviewed by committees and voted on by the board of directors. Additionally, rebates on purchases made at any Co-op location are given to UT students, faculty and staff. The rebate program is a patronage refund, awarded annually. If you have any questions about how this process works, just ask! The Co-op is always determined to meet the needs of UT students and faculty by providing resources such as a textbook department, graduation department, art store and 40 Acres Press.
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CONSISTENCY IS KEY
The University Co-op logo is the face of our brand. Consistent use of the logo is essential to maintaining our brand identity and gaining instant recognition across all marketing efforts. The primary Co-op logo will appear on most communications and serve as our standard logo. It is a clean, cohesive redesign that mirrors and complements the Co-opâ€™s trademark symbol, the pretzel.
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BEHIND THE LOGO WHY IT WORKS
The custom designed typeface used for â€œCO-OPâ€? mirrors the pretzel icon that is itself composed of the word co-op. Repeating circular shapes and consistent form spacing throughout achieves a Gestalt principle, meaning the logo is seen as a unified whole. The construction of this logo is based around this principle of visual organization to create a clean, streamlined look.
ALWAYS VISIBLE The spacing used in the logo is double the spacing utilized in the pretzel logo in order to read more legibly when printed small.
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GESTALT ACHIEVED WITH REPEATING CIRCULAR SHAPES
CONSISTENT SPACING THROUGHOUT
CUSTOM FONT BASED ON PRETZEL
CONSISTENT FORM THICKNESS
CONSISTENT FORM THICKNESS
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LOGO USAGE ALTERNATIVE VERSIONS
Consistent logo usage is the key to achieving a successful brand identity. However, our logo is used on such a variety of collateral that it is necessary to have multiple layouts and colors to satisfy every need. This section features a few logo alternatives and guidelines to follow when representing the University Co-op. Beyond these restrictions, the best way to maintain a strong brand is to minimize the alterations to the logo so it is easily recognizable to our audience. To obtain these logos, see the Resources section at the back of this book.
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LOGO COLORS The logo can appear in only the following three colors: Black, White or Texas Orange. Both the pretzel icon and “University Co-op” must always be the same color.
LOGO WITH Tag line A logo with the statement “You Shop, We Give” can be used only exactly as seen above highly visible online or print marketing materials. Use this logo on clean layouts to add a little explanation of why the Co-op is special.
YOU SHOP, WE GIVE
A vertical version can be used exactly as seen here in situations were the logo needs to be more squared. This alternative logo also works well scaled down.
PRETZEL ICON The Co-op pretzel icon may stand alone, but only in one of our primary colors or reversed on a primary color.
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LOGO USAGE RULES & GUIDELINES
SAFE AREA Logo presentation is enhanced by maintaining a clear area, void of all imagery surrounding the logo. Be sure to keep a minimum of .25” clear.
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The updated logo prints well small, but to ensure legibility and brand consistency, the width of the logo must never be reduced any smaller than 0.75”.
Do not stretch
Do not squeeze/condense
Do not apply effects (ex: drop shadow)
Do not rotate/tilt
Do not resize pretzel icon
Do not remove pretzel icon
CO-OP Do not alter colors
Do not try to recreate/change font
Do not USE OLD LOGOS
*Under special circumstances, the marketing department may make alterations to the logo (ex: Holidays)
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POSITIONING STATEMENTS WHAT WE SAY
YOU SHOP, WE GIVE. Our primary tag line is a clear, concise way of saying that our store is different - that we give back. This minimal tag line offers a positive association with our brand. The logo is used primarily online and on highly visible collateral.
A TEXAS TRADITION SINCE 1896. This statement has a broader appeal to customers who are interested in the Texas brand regardless of whether they attended UT. This is to be used primarily on collateral where we speak of our values and for advertisements that are seen by a larger audience.
PROUDLY SERVING THE UNIVERSITY SINCE 1896. This statement speaks directly to the Students and Faculty of UT. Used primarily for direct marketing to the campus.
SINCE 2000, THE CO-OP HAS GIVEN OVER XX MILLION DOLLARS TO UT IN THE FORM OF GIFTS, GRANTS, AND REBATES. To be used only on outgoing collateral regarding how much we have given back to UT.
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AMERICAN MADE LOGO The Co-op now sells a variety of products that are made in the USA. This logo is to be used in all necessary instances to communicate the importance of American made products.
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PRIMARY TYPEFACE MODERN LOOK
ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890 A brand’s typeface is it’s visual voice. A strong typeface differentiates a brand, but should also be a flexible tool for communications. The University Co-op typeface is Gotham. To obtain this font file, please see the Assets section at the back of the book.
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GOTHAM LIGHT ITALIC
GOTHAM BOOK ITALIC
GOTHAM MEDIUM ITALIC
GOTHAM BOLD ITALIC
GOTHAM BLACK ITALIC
GOTHAM ULTRA ITALIC
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SECONDARY TYPEFACE ATHLETIC LOOK
ABCDEFGHIJKLMNOPQR STUVWXYZ1234567890 GRADUATE REGULAR
ABCDEFGHIJKLMNOPQRS TUVWXYZ123456789 These secondary typefaces have the athletic look that the Co-op uses for many signs, t-shirt designs and campaigns. Whenever a collegiate feel is needed, the typeface Freshman Regular or Graduate Regular should be used.
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EXAMPLE OF ATHLETIC STYLE FONT USAGE
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COMPLEMENTING BURNT ORANGE
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Complementary COL O
TRADITIONAL COLOR WHEEL A color wheel is an illustrative organization of color hues around a circle that shows relationships between colors. Each color on the spectrum has a complementary color that can be found directly across from it on the wheel. In the Co-opâ€™s case, orange has a complementary color of blue.
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OUR PHOTOGRAPHY PRODUCT & STUDIO
From product imaging to model shots of students, families and all devoted Longhorn fans, our photography follows high quality standards and brand consistency. The University Co-opâ€™s photography department operates under the mission of providing detailed, intuitive photos for the online consumer. The goal is to properly display exactly what a product is and what the product does. The expectation of the product must ring true to the actual item the consumer will receive. To see a detailed explanation of our photography guidelines, see the resources page at the back of this book.
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OUR MODELS The Co-op uses real students and alumni for models.
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OUR PHOTOGRAPHY LIFESTYLE SHOTS
Lifestyle photography is a style of portrait/people photography which aims to capture real-life events, situations, or milestones - the art of the everyday experiences. The Co-op strives to create lifestyle images that capture the life of Texas students, alumni and fans. These images are specifically geared to sell the Longhorn lifestyle, focusing less on the details of the products and more on the attitude, vibe, and tone that owning the product may create. Our campaign models are most often UT alumni and students. This helps communicate our strong ties with the University of Texas community - an essential part of our brand.
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CALLS TO ACTION WHAT MAKES THEM CLICK
Calls-to-action (CTAs) are one of the most critical inbound marketing tools. They are what motivate and direct our customers to our website for information or to purchase our products.
Rules of Click-able Calls to Action
Good Calls to Action:
• Make all calls to action visible and prominent
Get Your Gear
• Use compelling copy that complements the campaign
Shop All Styles
• Use bold, contrasting colors for buttons
• Don’t be wordy - be short and clear
• Don’t use too many calls-to-action on one page • Keep it mobile friendly BUTTON EXAMPLES
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SHOP NOW | STORE LOCATIONS | SHOP MOBILE
MAIN GRAPHIC (600 x 1200 max)
MAIN GRAPHIC CALL TO ACTION This button must always be very visible and a minimum of 16pt. The color of the button may be altered to match the design.
TAB CALL TO ACTION This button must always be very visible and a minimum of 14pt. The color of the text may be altered to match the design.
TAB 1 (295x200)
WHY SHOP THE CO-OP?
TAB 2 (295x200)
FREE & EASY RETURNS YOU SHOP, WE GIVE CHECK US OUT ONLINE. YOU KNOW YOU WANT TO.
VISIT US IN AUSTIN: THE ORIGINAL CO-OP, AUSTIN MAIN | 2246 GUADALUPE ST. | AUSTIN, TX 78756
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CO-OP COLLATERAL REPRESENTING OUR BRAND
UNIVERSITY CO-OP ALL LOCATIONS FOOTER/HEADER
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CO-OP COLLATERAL REPRESENTING OUR BRAND
UNIVERSITY CO-OP EXCLUSIVE PRODUCT TAGS These tags will showcase our “Co-op Exclusive” merchandise.
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UNIVERSITY CO-OP SHOPPING BAG The University Co-op shopping bags are iconic and recognizable. They are spotted easily and identified in a single second as a Co-op bag. Having a modern, eye-catching design puts the Co-op in the minds of people all over Texas.
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CUSTOMER SERVICE EVERY DAY IS GAME DAY
Here at the Co-op, every day is as exciting as game day. Itâ€™s not about the products we are selling, itâ€™s the experience our visitors have once they walk through those doors. We want the Co-op brand to be built on outstanding customer service. A friendly smile is important, but what truly sets the best apart is the ability to give insight and knowledge of our products. These interactions with customers are the most important communications we have, so we must take the opportunity to give them the best perception of the Co-op possible. Our goal is to build sustainable, profitable relationships with our customers.
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UNIVERSITY CO-OP EMPLOYEE T-SHIRT It is important for our visitors to be able to spot a Co-op employee on the floor. These t-shirts are to be worn by employees that interact with customers on game days and events. To emphasize our fun, local nature, holiday colors and styles may be printed for different seasons.
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IN-STORE EXPERIENCE INSPIRING CUSTOMERS
At the University Co-op, we want every person who comes through our doors to feel like theyâ€™re part of the larger UT community. Whether visitors are taking a photo with the backyard Bevo or admiring the iconic UT images and memorabilia, the store is a destination for any Longhorn fan. Our customers love shopping in-store. After a big win for Texas, alumni drive from all over the state to come to our store, to celebrate and commemorate that victory with some new UT gear. At the Co-op, it is all about the little moments and memories that fill us with pride, reminding us what it means to be a Longhorn. This is our brand in action.
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PRINT SIGNAGE CLEAR MESSAGES
It is our goal to give our customers the best in-store shopping experience possible. One of the ways we achieve this is by providing clear & concise messages in our store signage. All of our stores use industry standard price-point signage in 11x7 sign holders. Templates for the signs pictured on the right provide consistency for our customers and ensure a stress-free shopping experience. For an environment that promotes browsing, price-point signs should be used sparingly.
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DIGITAL SIGNAGE INNOVATIVE MESSAGES
It is essential to our brand identity to react to changes in technology and create a modern shopping experience. The Co-op strives to stay ahead of the curve, updating our store with cutting-edge digital signage. These captivating digital displays showcase new products and popular brands with visually stimulating images. Video and motion graphics are incorporated to keep the product features fresh and to attract the eyes of shoppers. Horizontal displays are also used to spotlight employees and board members and play live sports.
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BRANCH STORES PRIDE THROUGHOUT TEXAS
The University Co-op has expanded to all of the major cities in Texas. It is our goal for our brand identity to be effectively implemented in all of our locations. From a focus on strong customer service to clean, modern signage - our branch stores will help us build a brand identity that will be recognized throughout the state. The in-store experience at any Co-op store will strive to inspire customers with iconic UT imaginary and sports memorabilia. Visitors should leave our stores feeling proud to be Texas fans and have a positive memory of their visit at their local Co-op.
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FORT WORTH DALLAS
AUSTIN SAN ANTONIO
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OUR WEB/MOBILE PRESENCE
The Co-op shopping experience extends beyond the brick and mortar. Our main and mobile websites offer personal, easy and convenient options whenever and however customers choose to shop. Over 30% of our sales are made online. This makes the brand impression of our website essential. Potential customers and returning fans should come to our site and see consistency throughout, every time they visit. A modern interface greets visitors while new products and sales are showcased with clean, eye-catching graphics. Visitors are also invited to stay connected by following our social media sites, signing up for our emails and downloading the University Co-op app.
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CO-OP MOBILE WEBSITE
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SHOWCASING OUR PRODUCTS
E-commerce customers donâ€™t get to walk into our branded store to find smiling employees and hold their longhorn gear in their hands before purchase - so we try to give them the next best thing. Alternate images, product descriptions and featured videos give the visitor the information needed to have confidence in each online order. Each product page allows customers to post reviews to share their experience when ordering that product. If visitors have any other questions, they can live-chat with a Co-op employee through our live-chat function. Keeping a personal connection with our customers through all channels is essential to communicating our brand.
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1. PRODUCT DESCRIPTION Detailed descriptions help visitors understand the look and feel of each product.
2. ALTERNATE IMAGES Showing multiple angles of each product lets the visitor know exactly what they will be ordering.
3. FEATURED VIDEO Adding product featured videos to the page allows the visitor to see products on models.
4. PRODUCT REVIEWS Fans are able to write product reviews on each of our products to share their experiences.
5. CUSTOMER CARE Visitors can ask questions or give comments through this live-chat function.
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CO-OP APP STAY HOOKED
Our freshly updated mobile app for iPhone and Android makes it easy for guests to shop on-the-go, find the nearest Co-op location, and stay informed about sales and events from their mobile device. App users can create an account to make the mobile shopping experience quick and easy. The app is loaded with extra features so fans can â€œStay Hookedâ€? to the University of Texas. Up-to-date sports schedules, the UT Tower on a live webcam and the latest campus news are just a few of the extras that make the Co-op app a onestop-shop for everything Texas.
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APP HOME SCREEN
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SOCIAL MEDIA CONNECTING WITH FANS
An effective social media presence allows you to create community centered around your business. It allows you the opportunity to reach your audience in an environment where they are relaxed. The Co-op interacts with followers every day, building relationships within the Longhorn community and beyond. With every Facebook â€œlike,â€? Instagram photo or Twitter post - our store stays fresh in the minds of our followers. Social media is the vehicle that takes our brand into action. It is the most active voice we have to communicate with our customers, therefore it is one of the most important places to keep a consistent brand image. To do so, all Co-op social media pages will use our icon as the display picture.
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SOCIAL MEDIA ICONS
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RESOURCES CO-OP LOGO SET Media Drive > Documents > Co-op Branding > Co-op Logo Set
SOCIAL MEDIA LOGOS Media Drive > Documents > Co-op Branding > Social Media Logos
FONT SET Media Drive > Documents > Co-op Branding > Company Fonts
COLLATERAL TEMPLATES Media Drive > Documents > Co-op Branding > Collateral Templates
PHOTOGRAPHY GUIDELINES Media Drive > Documents > Co-op Branding > Photography Guidelines
DOWNLOAD THE iPhone/Android APP Search “UT CO-OP” at the App Store and Google Play Store.
UNIVERSITY UNIVERSITY CO-OP CO-OP BRAND BRAND BOOK BOOK 2014 | PAGE 63
Brand Book designed for the University Co-op. My Role: Lead Designer, Copywriter