Marketing & Creative Services Handbook

TRADEMARKS

The Association of Former Students and Texas A&M University own several marks registered with the United States Patent and Trademark Office.

All questions or approval requests related to any of the following trademarks should be submitted to the Marketing and Creative Services team via tx.ag/BrandApproval

ASSOCIATION-OWNED MARKS

Use the “ ” for registered trademarks at least once

The logo, stylized Ring element and phrases listed below are registered trademarks owned by The Association. In Association printed and electronic materials that focus on marketing the services of the organization, the registered trademark symbol ( ) must be used at least once, whether on first use, in a prominent use (i.e., use on cover or in a large headline) or in the footer. The trademark symbol ( ) is not required to be used in Association social media posts, journalistic writings and emails, but attached images should work to incorporate the trademark notice. The registered trademark symbol ( ) should never be removed from a logo.

The keyboard shortcut for is Alt+0174 in most software.

The Association of Former Students®

Aggie Network® | Century Club®

We are the Aggie Network® Traveling Aggies®

UNIVERSITY-OWNED MARKS

All use of trademarks owned by Texas A&M University must be approved by the Division of Marketing and Communications at Texas A&M University. All reviews should be routed through the Marketing and Creative Services team.

When using any Texas A&M logo, be sure to scale all marks proportionally, and use the electronic logo files provided online with the registered trademark symbol.

Do not distort, modify or remove elements from the official university logos.

Do not use incorrect colors or add elements to the official university logos.

To ensure legibility, logos and unit identities must not be reduced beyond 1/2 inch tall when printing or 30 pixels tall when used for digital display.

When embroidered, they should never be sewn smaller than 1.125 inches tall.

Texas A&M University®

Texas A&M® | TAMU®

12th Man® | Gig ’Em Aggies®

Aggieland® | Maroon Out®

Kyle Field® | Texas A&M Aggies®

Fightin’ Texas Aggie Band®

THE AGGIE RING

Any use of the Aggie Ring (or any depiction that can be interpreted as the Aggie Ring) requires approval from both The Association of Former Students and the Division of Marketing and Communications at Texas A&M University. All reviews should be routed through the Marketing and Creative Services team.

The Aggie Ring is covered by three trademarks registered with the United States Patent and Trademark Office (the crest and both shanks). The trademarks are owned by Texas A&M University in partnership with The Association.

Use of the Aggie Ring (or any depiction similar in nature that can be interpreted as an Aggie Ring) must fall under one of the following categories:

1. Use that is tied to academic excellence

2.Use that contributes to or promotes Aggie Ring scholarships

3.Use related to Aggie Ring Day

4.Use related to other approved Texas A&M University traditions

Uses tied to or making any reference to ring dunking or alcohol are strictly prohibited.

All uses must be reviewed and approved by the Division of Marketing and Communications at Texas A&M University, as well as The Association.

|

LOGO USE

The logos for The Association of Former Students should never be altered from their original forms, including changes in type style, proportions, letter spacing or placement of the individual elements. A strong brand identity requires consistency. Any changes in the key graphic elements will dilute their impact and detract from The Association’s brand consistency.

p RIMARY LOGO

Use the correct version of the preferred primary logo

The primary logo with the Ring stacked on top of the words “The Association of Former Students” is preferred and should be used the majority of the time. There are standard and reversed versions of the primary, secondary and program logos. The standard logo should only be used in Aggie Maroon or black on light backgrounds. The reversed logo should only be used in white on dark backgrounds.

(FOR LIGHT BACKGROUNDS) STANDARD

REVERSED

(FOR DARK BACKGROUNDS)

Tip: The Ring in the logo should always be filled in with maroon or the dark color of the background. It should never be filled in with white.

SECONDARY LOGO

Only use the secondary logo when required by space restrictions

The secondary logo, which is ONLY to be used when the primary logo cannot be used due to space restrictions, is the version with the Ring to the left of the words “The Association of Former Students.”

(FOR LIGHT BACKGROUNDS) STANDARD

REVERSED

(FOR DARK BACKGROUNDS)

Minimum Size: 3 / 4 ”

The logo should not be reproduced smaller than 3/4” in width, unless otherwise approved by the Marketing and Creative Services team. Reducing the size reduces effectiveness and legibility.

DONOT STRETCH DONOT STRETCH

Minimum spacing: 1 / 3 of Width

To ensure the integrity of the logo and provide maximum impact in environments where it appears, clear space must be monitored on all sides of the logo. The minimum clear space required is relative to the size of the logo. The space on each side needs to be equal to 1/3 of the total width of the logo.

STYLIZED RING

Use requires special approval

Any use of the stylized Ring as a single design element requires prior authorization from the Marketing and Creative Services team.

PROHIBITED LOGO USE

DO NOT alter the logo in any way.

DO NOT apply graphic effects or graphic elements to the logo.

DO NOT apply an outline to the logo or use an outline-only version of the logo.

DO NOT substitute other typefaces for the logotype.

DO NOT let the logo bleed off the page.

*The proportions of the logo should never be changed to fit a space.

A consistent voice strengthens authenticity and dependability

The guidelines below provide consistency to the voice of The Association of Former Students across all platforms. Visit tx.ag/Communications for the full writing style guidelines and to learn more about our writing style.

12th Man: Do not use superscript (i.e., 12 th) in reference to the 12th Man Foundation or the tradition of students standing during football games and other athletic events.

The Association of Former Students: First reference, The Association of Former Students. On subsequent references, The Association is acceptable. The “T” in The Association is always capitalized. We do not use AFS, nor the Former Students Association.

advisor: We deviate from AP style on this, in deference to academic style.

the Aggie Network: Do not capitalize “the” in the Aggie Network except at the beginning of a sentence, or in the specific, trademarked usage, We are The Aggie Network.

A&M Club: Much of the work of The Association is done through local A&M Clubs. They form the foundation for many Association programs. Capitalize Club in all references to an A&M Club.

AggieNews: The Association’s monthly e-newsletter.

AggieNetwork.com: AggieNetwork.com should always be written with no space between Aggie and Network, and with a capital A and N. We omit the www, but only in reference to URLs at AggieNetwork.com. Use it with other URLs as appropriate. Additionally, capitalize the first letter of each word after AggieNetwork.com, so AggieNetwork.com/Clubs, not AggieNetwork.com/clubs.

Aggie Ring: Capitalize Aggie Ring and Ring when referring to the Aggie Ring.

Aggie Ring Program, Aggie Ring Program office: The proper nomenclature in all references is Aggie Ring Program for the operation that oversees qualifications, orders, deliveries, and repairs/resizing of Aggie Rings. The Aggie Ring Program office is the physical space where the staff members of the Aggie Ring Program do their work. The shortened Aggie Ring office can be used in less formal applications, but office should not be capitalized as it is not part of any proper name. Don’t drop the word Aggie when referring to the program or the office; try to avoid both Ring Program and Ring office.

Annual Fund: The funds raised by The Association on behalf of former students and friends of Texas A&M. The Association’s annual support for Texas A&M University is provided through the Annual Fund. The Annual Fund is raised through annual donations to The Association through the Century Club.

alumni, alumnus: Our emphasis on the term “former students” rather than “alumni” dates to the early 1900s as a way to emphasize that The Association would serve all those who attended Texas A&M, not only those who received degrees. We still embrace that philosophy and we still use the term “former students” in many instances; however, we have never forsworn the use of the term “alumnus.” For example, the YMCA Alumni Memorial Building, funded by former students, was built in 1910. The Distinguished Alumnus Award, the highest honor bestowed upon a former student of Texas A&M University, whether a graduate or not, was created in 1962. We first published the Directory of Former Students in 1949, but our previous home, the Forsyth Alumni Center, opened in 1974, while our current home, the Clayton W. Williams, Jr. Alumni Center, was built in 1987, and our advisory team of recent graduates is called the “Young Alumni Advisory Council.” We have and will continue to use “former student,” but the words “alumnus” and “alumni” are also a longstanding part of our history and traditions. We generally use the forms alumnus and alumni for both males and females, avoiding the Latin feminine forms alumna and alumnae.

Association Chairs: Those who serve as Chair of The Association’s Board of Directors should have the year of their terms specified in their titles: 2009 Association Chair Shelley Potter ’78. After they leave that office, we refer to them as Association past chair, rather than former Association chair.

Board of Directors: While most stylebooks dictate using the term board of directors in lowercase letters in most instances, The Association’s Board of Directors is referred to in internal messaging by using capital letters on first reference. On subsequent references, it is permissible to use the board.

Bonfire: Capitalize in reference to the sanctioned event that occurred on campus prior to the collapse.

Century Club: Capitalize Century Club in all references.

Class: Capitalize in all references to a graduating Class of Texas A&M University.

Class Agent: Capitalize in all references.

Class years: Use Class years following the name of current and former students on first reference and in photo captions, call outs and pull quotes. Apostrophe should open away from the Class year (like a single close quote mark): Jane Doe ’12. Other use cases: Bob ’90 and Susan ’90 Jones; Susan ’90 and Bob Jones. For Class years over about 95 years ago, or whenever there is risk of confusion: Jane Doe, Class of 1912. Do not insert degrees into the construction; for example, do not do this: Jane Doe, D.V.M. ’12. Each Aggie has only one Class year, their first one; do not use constructions such as Jane Doe ’12 & ’14.

Clayton W. Williams, Jr. Alumni Center: First reference, Clayton W. Williams, Jr. Alumni Center. Subsequent references, Williams Alumni Center is preferred, but Alumni Center is acceptable in tight spaces.

core values of Texas A&M University: excellence, integrity, leadership, loyalty, respect, and selfless service. Put them in alphabetical order. The individual values are usually not capped unless done in some sort of formatted list.

Corps of Cadets: Capitalize in all uses, and capitalize Corps when it stands alone if it refers specifically to A&M’s Corps of Cadets.

decal: The Association window decoration is a decal, not a sticker.

department: The full, proper name of departments at A&M are capitalized: Department of Journalism.

Endowed Century Club: Capitalize in all references. We no longer refer to it as the Endowed Diamond Century Club. On subsequent references, ECC is acceptable.

Find An Aggie: What used to be called the Online Directory: Find An Aggie is the online directory of former Texas A&M students.

former students: Do not capitalize except when part of our formal name: The Association of Former Students. See also alumni, alumnus above.

gig ’em: Note the space between words, and the single close quote before the “em.” Don’t capitalize the e. Don’t capitalize the g unless it’s the first word of a sentence, salutation, quote or interjection. (Texas A&M has a different style on this phrase than we do.)

good bull: A story that epitomizes the Aggie Spirit and Texas A&M’s core values. Capitalize Good Bull only in reference to the named section in Texas Aggie magazine.

Howdy must be followed by a comma when used in direct address: Howdy, Bob.

Midnight Yell Practice, Midnight Yell: However, yell practice is not capitalized by itself.

Muster: Always capitalized in reference to the event, including the verb form: Mustered

redass: One word, no hyphen.

Spirit: Capitalize when used in reference to the Aggie Spirit.

Texas A&M University: Preferred second reference is Texas A&M. In cases where space is particularly tight, A&M is acceptable.

The Texas A&M University System: Note the capped The. Subsequent references: the Texas A&M System or the A&M System.

university: Not capitalized when the word stands alone.

yell leader: Not capitalized.

yell practice: Not capitalized. But: Midnight Yell Practice and Midnight Yell.

MARKETING AND CREATIVE SERVICES TEAM PRIORITIZATION SYSTEM

OVERVIEW

This system will serve as a guide that the Marketing and Creative Services team will use to prioritize projects when multiple projects have competing deadlines and a decision is needed as to how the projects get completed.

The system applies to all requests of the Marketing and Creative Services team, including, but not limited to, apparel, graphics, photography, promotional items and videography.

The system is not intended to replace the standard workflow.

COMMUNICATION

The Marketing and Creative Services team will be responsible for communicating throughout the process so that requesters are aware of the status of the project. This includes, but is not limited to:

• When a request is received and assigned

• When a project needs to be shifted in the queue based on a project with a higher priority

• If a project deadline needs to be shifted and/or is unable to be fulfilled

• Questions and/or clarifications needed in relation to the submitted request and/or project information

• Debrief on projects to be used to create more efficiencies for the future

REQUIREMENTS

For each priority level, project requests must be submitted on time and with all required information. On the occasion when complete information may not be fully available at the time of the request, it will be the requesting party’s responsibility to inform the Marketing and Creative Services team, so an agreed-upon plan can be developed. The order in which projects are worked on will be determined based on the date of submission, then by the event/effort date.

If a project request is not submitted on time or without all required information, its priority will be evaluated based on other prioritized requests already in the queue.

Priority 1: Development and Fundraising p rojects

Development and Fundraising projects will receive Priority 1 status.

Priority 2: Major p rojects

Major projects such as Aggie Muster, Distinguished Alumni Gala, Pass It Back Day, Resource Guide and Travel Catalog will receive Priority 2 status.

Priority 3: Date-Specific p rojects

Projects for events/efforts that have an immovable date will be given Priority 3 status.

Priority 4: Non-Date-Specific p rojects

Projects that are not tied to a specific event/effort and do not have an immovable date will be given Priority 4 status.

Special Approval High Priority Projects

If there is a need for a project to be completed, but the project cannot be fully submitted in a timely manner, it will require the approval of the vice president of the requesting department, PLUS approval from the vice president of the project that it will jump in the queue. If during this process, an agreement between vice presidents is unable to be made, then Nic Taunton ’07 will provide a final decision.

If approval is not given by either vice president, then the request will be evaluated and slotted accordingly based on the prioritized requests already in the queue.

BRAND QUICK REFERENCE GUIDE

ONLY used when primary logo will not fit due to space restrictions.

(FOR LIGHT BACKGROUNDS) STANDARD

INCORRECT USAGEOF STANDARD VERSION

(FOR DARK BACKGROUNDS) REVERSED

INCORRECT USAGEOF REVERSED VERSION

Tip: The Ring in the logo should always be filled in with maroon or the dark color of the background. It should never be filled in with white.

All logo use needs to be reviewed and approved by the Marketing and Creative Services team.

MUST-KNOW WRITING TI p S

Always capitalize “The” in “The Association of Former Students.”

Never abbreviate “The Association of Former Students” as “AFS.”

The apostrophe should open away from the Class year (like a single close quote mark). Ex: Joe Aggie ’20

The “g” and “e” in “gig ’em” should be lowercase except at the beginning of a sentence, salutation, quote or interjection. The apostrophe should open away from the “e” (like a single close quote mark).

SERVICE REQUEST LINKS

To request any of the following services from the Marketing and Creative Services team, please use the links provided.

Visit tx.ag/BrandHandbook for the electronic version.

Graphics - tx.ag/CreativeBrief

Photography - tx.ag/ p hotography

Videography - tx.ag/Videography

Apparel - tx.ag/ApparelRequest

Promotional Items - tx.ag/ p romo

Trademark Approval - tx.ag/BrandApproval