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4 UNC Asheville. S E R IOUS LY CR E AT I V E .

University of North Carolina at Asheville Brand Manual


Table of Contents

1

Message from the Chancellor

2

Brand Positioning

3

University Vision

3

University Mission

4

Brand Essence

6

Messaging Platform

7

Refreshingly Smart

8

Powerfully Engaged

10 Closely Collaborative

11 Amazingly Affordable

12

Key Audiences

13 Prospective Students & Their Parents

14 Alumni

15 Potential Donors & Partners

16 Legislators, Community Leaders,

the Media, & the General Public

18

Creative Objectives

19

Brand Personality & Voice

20 Typography 22 Color Palette 24 Use of the University Logo with Brand Signature 26 Use of the University Seal 27 Imagery Selection 28 Design Applications

29 Viewbook Samples

30 Advertisement Samples

31 Postcard Samples

32 Collateral Brochure Samples

33 HTML E-mail Samples

34 Microsite Homepage Samples

35 Banner Ad Samples

37

Managing the UNC Asheville Brand

37

Services Offered

38 Review & Approval Process


Introduction

UNC Asheville. S E R IOUS LY CR E ATI V E .

Our Time to Shine “Model, inspire, reward and celebrate intellectual pursuit, creative and confident inquiry, and active engagement with the world around us as our highest order of responsibility and joy.”

Those words, from our UNC Asheville Strategic Plan, reflect the core values and inquisitive spirit of this vibrant university. It was with the same sense of responsibility and joy that we embarked upon a journey to define and refine the University brand— an exercise that will allow us to speak to the world with one confident voice about the amazing things happening at UNC Asheville. In today’s increasingly cluttered marketplace, it is critical that we be able to tell the UNC Asheville story in a compelling and consistent way, not only to the high-caliber students and faculty we are recruiting, but also to the legislators who influence our funding, the donors and friends who give generously of their time and resources, and the businesses and organizations whose partnerships are so vital to our success. The central theme of our brand campaign—Seriously Creative—was a grassroots effort. The ideas and stories and emotions that informed it came from countless hours of discussion and surveying of hundreds of members of the campus community, from the newest freshmen to some of the oldest alumni. Seriously Creative reflects a recurring theme from all of those conversations: That creative expression is an inherent part of the UNC Asheville academic experience. From a team of faculty members developing a topical cluster course to a group of students designing a cross-disciplinary service learning project to aid the health outcomes of school children, the people of UNC Asheville approach our daily work with free and open minds and a high regard for the benefits of collaboration. Now, with this brand manual, all the people who helped build the brand will be equipped with the words, the images, and the guidance for articulating the Seriously Creative brand in their own work. It is our brand to live with responsibility and joy.

Chancellor Anne Ponder


Brand Platform

UNC Asheville. S E R IOUS LY CR E AT I V E .

Brand Positioning Statement UNC Asheville serves students who are prepared for academic challenges . . . with rigorous studies that build critical thinking and workforce skills . . . for learning far beyond the traditional classroom . . . in a vibrant community . . . in preparation for the challenges and opportunities of a rapidly changing world.

The University Name Use the complete name of the university, “University of North Carolina at Asheville,” on first reference. “UNC Asheville” is appropriate on second reference. Never use UNCA (either written or spoken) and do not hyphenate UNC Asheville.

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Brand Platform

UNC Asheville. S E R IOUS LY CR E AT I V E .

The University Vision UNC Asheville students, within a diverse and inclusive community, experience liberal arts education at its best.

The University Mission UNC Asheville is distinctive in the UNC system as its designated liberal arts university. Our practice of the liberal arts emphasizes the centrality of learning and discovery through exemplary teaching, innovative scholarship, creative expression, co-curricular activities, undergraduate research, engaged service, and practical experience. Primarily undergraduate, UNC Asheville offers a liberal arts education characterized by high quality faculty-student interaction. We offer this challenging educational experience to all promising students who are committed to liberal learning and personal growth. Our liberal arts educational approach emphasizes life skills including critical thinking, clear and thoughtful expression, and honest open inquiry. Students undertake concentrated study in one area while simultaneously developing an understanding of the connections among disciplines. We encourage students to clarify, develop and live their own values while respecting the views and beliefs of others. In addition, we cultivate an understanding of the dimensions of human diversity while recognizing the common humanity of all. We believe a quality liberal arts education enables our graduates to be lifelong learners and to lead successful, flourishing lives as leaders and contributors to their communities. At UNC Asheville, we respond to the conditions and concerns of the contemporary world both as individuals and as a university. We incorporate economic, social and environmental sustainability into our institutional practices and curriculum. With a range of associated centers, partnerships, and initiatives, we fulfill our public responsibility to address the needs of our community through a continuum of learning. We develop a commitment to continuing service characterized by an informed, responsible, and creative engagement with the Asheville area, the southern Appalachian region, the state of North Carolina, and a diverse and increasingly connected world. Adopted by Board of Trustees, June 19, 2009

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Brand Platform

UNC Asheville. S E R IOUS LY CR E AT I V E .

Brand Essence: Seriously Creative The overarching theme of the UNC Asheville brand—Seriously Creative—acts not only as a tagline on campus communications, but also as an ethos to be consistently conveyed in the way all members of the campus community tell the university story, in any kind of medium (publications, web and email, social media, advertising, and even conversationally). The goal of the Seriously Creative brand essence is to convey how UNC Asheville elevates the concept of creativity beyond its traditional connotation with the arts, treating it as a serious and intellectual endeavor that influences all disciplines and leads to more joyful, innovative, and impactful scholarship and research. Seriously Creative also allows the university to draw on its close connections to the city of Asheville. A “metropolis in the mountains,” Asheville is home to scores of thriving art galleries, theater and music venues, craft studios, and inventive restaurants. It is a haven for entrepreneurs and companies that are developing innovative technologies and embracing new ways of doing business that are focused on being socially, fiscally, and environmentally responsible. UNC Asheville is truly “Asheville’s university,” and the city’s well-known culture of creativity both inspires and reflects the Seriously Creative brand essence.

The goal of Seriously Creative is to show how UNC Asheville elevates the idea of creativity beyond its traditional connotation with the arts,

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Brand Platform

5

UNC Asheville. S E R IOUS LY CR E AT I V E .

By telling the stories of students, faculty, and graduates whose work represents the university’s interdisciplinary, collaborative, and creative mindset, we can show how the Seriously Creative brand essence provides distinctive personal, educational, and professional benefits not only to members of the campus community but also to our neighbors, our research and business partners, and the state of North Carolina. To reinforce the concept of Seriously Creative, consider the following questions when developing communications:

4 How does the endeavor highlight the power of creativity across all facets

of the university? For example, how do we employ creative thinking in the

sciences, in our athletics programs, and in the arts and humanities to enrich

the experience of not only members of the UNC Asheville community but also

others who interact with us?

4 How is the subject taking knowledge outside of the classroom, applying it in

real-world situations and using it to benefit others?

4 How does the story showcase the impact of the many smart and creative

collaborations between the university and the city of Asheville?

treating it as a serious and intellectual endeavor that influences all disciplines and leads to more joyful, innovative, and impactful scholarship and research.


Brand Platform

UNC Asheville. S E R IOUS LY CR E AT I V E .

Seriously Creative Messaging Platform To support the brand position and brand essence, the university has developed four submessages that reflect and elaborate upon the meaning and promise of “At UNC Asheville, I learned to express ideas in ways that I hadn’t considered

Seriously Creative. Together, the brand essence and submessages provide a platform for painting a vibrant mental picture of the daily experience of the UNC Asheville campus community and showcasing the many contributions and achievements of the university’s students, faculty and staff, and graduates.

before, which is the crux of creativity.” —Alumnus

UNC Asheville is North Carolina’s public liberal arts university. This vibrant institution is. . . .

4 Refreshingly Smart 4 Powerfully Engaged 4 Closely Collaborative 4 Amazingly Affordable

On the following pages, descriptive, conversational language is provided for each submessage that all campus communicators can use to inform marketing communications materials in a variety of mediums.

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Brand Platform

UNC Asheville. S E R IOUS LY CR E AT I V E .

Submessage | Refreshingly Smart UNC Asheville is a place for serious scholars who value collaboration and creativity. Our liberal arts approach isn’t about accumulating credits or memorizing textbooks “Most people seem to believe that you can’t be an artist and a math person, but UNC Asheville incorporates both sides into every field of study.” —Current student

but rather about taking pleasure in a vibrant life of the mind—exploring how diverse disciplines influence one another and learning how to find innovative solutions to complex problems. It’s about debating ideas with inspiring professors and peers and developing a set of values and ethics to guide personal and professional decisions. No one knows what the future holds, and a liberal arts education from UNC Asheville prepares graduates to navigate the many twists and turns of a typical 21st-century career path. Our science majors graduate knowing how to write journal articles and develop grant proposals; art and music majors learn how to build a business as well as create works of art. No matter their discipline, UNC Asheville students, faculty staff and, graduates are people who can think on their feet, make decisions in tough situations, and bring people together to make change happen. To reinforce the concept of Refreshingly Smart, consider the following questions when developing communications:

4 Is an individual or the university approaching an endeavor in a new or out-of-the-

ordinary way?

4 In what ways does the endeavor cross disciplines or combine thinking from

different perspectives?

4 How is the endeavor showcasing leadership, either by the university in general or

by a particular student or faculty member?

4 How does the solution or outcome exemplify the benefits of UNC Asheville’s

creative, joyful, and interdisciplinary approach to higher education and research?

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Brand Platform

UNC Asheville. S E R IOUS LY CR E AT I V E .

Submessage | Powerfully Engaged As a part of the University of North Carolina system of higher education, UNC Asheville is deeply committed to providing a high-quality education for North “I came to college with a plan that I’d had for years, but because of the classes I’ve taken to fulfill the liberal arts requirements, I’ve found my true calling.” —Current student

Carolina citizens and producing exceptionally accomplished graduates who contribute to the state economy. We achieve this by hiring the best and brightest faculty and staff, by continually developing constructive partnerships with state businesses and regional governments, and by closely stewarding our resources in order to provide our students with the most relevant and innovative academic and co-curricular opportunities possible. UNC Asheville is vibrant knowledge incubator for the state. We funnel the knowledge we create out into the community through a variety of powerfully engaged research and academic centers, whose missions are tied closely to regional interest and need such as health and wellness, the environment, art and craft, K-12 education, and lifelong learning. And UNC Asheville students, staff, faculty, and alumni contribute thousands of hours of service annually to organizations and communities in need, furthering our mission to contribute meaningfully to the economic, social, and environmental sustainability of the state of North Carolina. Two things all the people of UNC Asheville have in common are a desire to make a difference in the world and a drive to do the right things for the right reasons. You might say they are entrepreneurs with a social conscience. One alumna, for example, is an up-and-coming fashion designer whose clothing line features environmentally sustainable fashions. Another alumnus co-founded Blue Ridge Biofuels, the only Western North Carolina distributor of biodiesel fuel. From our interdisciplinary curriculum and collaborative research to our purposeful interactions with the world beyond the campus walls, the people of UNC Asheville are continually making new connections and developing ideas that help make the world a more just and sustainable place.

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Brand Platform

UNC Asheville. S E R IOUS LY CR E AT I V E .

To reinforce the concept of Powerfully Engaged, consider the following questions when developing communications: “UNC Asheville emphasizes creativity for a purpose …

4 In what ways does this endeavor enhance the lives of North Carolinians? 4 How is this endeavor contributing directly or indirectly to the health of the state

economy?

creativity that will

4 How is this endeavor providing opportunities for members of the UNC Asheville

innovate and drive

entrepreneurship to change the community and world.”

community to serve the city, the state, the world?

4 In what ways does this endeavor look past the boundaries of campus to

demonstrate a concern for the greater good over the desires of just the

university or just an individual?

4 In what ways does this endeavor showcase the people of UNC Asheville as —Alumnus

“entrepreneurs with a social conscience”?

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Brand Platform

UNC Asheville. S E R IOUS LY CR E AT I V E .

Submessage | Closely Collaborative With a student body of around 3,500 students, UNC Asheville has designed a purposefully intimate learning environment where professors invite students in “Every professor I had encouraged me to think outside of the box, and this in turn helped me to become a stronger and more independent thinker.” —Alumnus

to learn and discover alongside them. Our classrooms feature more discussions than lectures; our labs host real research projects, such as manipulating genes that a biology professor will use in his cancer research. When students want to try something new, professors will convene a team of faculty members to help them devise a plan of attack. And walking around our close-knit campus, students, staff, and professors frequently stop to chat or even grab a cup of coffee together. It’s a close, collaborative culture that provides a powerful sense of belonging and academic inspiration. To reinforce the concept of Closely Collaborative, consider the following questions when developing communications:

4 How are UNC Asheville people coming together to create new knowledge and

ideas that benefit the city, the state, even the nation?

4 How does the outcome illustrate the power of collaboration? In other words, how

was the endeavor made more successful or impactful by the participation of two

or more people or organizations?

4 How can this endeavor showcase the benefits of a small campus? What is

something that happened as a result of our intimate environment that might not

have been possible at a larger institution?

4 Was there an unlikely pairing of people or ideas that led to something great?

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Brand Platform

UNC Asheville. S E R IOUS LY CR E AT I V E .

Submessage | Amazingly Affordable UNC Asheville provides the benefits of a private college—small classes, undergraduate research, and a challenging liberal arts curriculum—all at a public“Creativity is very important in the changing social, political and economic environment. We must be reminded that we will continue to train students for jobs that don’t yet exist. Creativity gives UNC Asheville

school price. This means students won’t leave with overwhelming loans to pay off; in fact, our graduates typically carry less debt than those from other four-year schools in North Carolina. Plus, we’re a part of the University of North Carolina, one of the nation’s most prestigious systems of public higher education. The bottom line: A UNC Asheville education is a smart, responsible investment in the future. To reinforce the concept of Amazingly Affordable, consider the following questions when developing communications:

4 In spite of our low tuition, how does UNC Asheville continue to provide a high

quality education? In other words, how does our affordable tuition translate to

value—not just cost savings—for students and their families?

4 In spite of reduced state funding, how do UNC Asheville academic and

research centers continue to provide a relevant and impactful

to take on new

research program that provides great value to the state?

challenges.”

4 In what ways does UNC Asheville serve as a model for the responsible stewarding

students the power

—Alumnus

of resources?

4 How are UNC Asheville alumni benefiting from graduating from UNC Asheville

with little or no debt?

4 Does anything about this story display a benefit of being part of the UNC

system?

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Brand Platform

UNC Asheville. S E R IOUS LY CR E AT I V E .

Message Interpretation for Key Audiences The brand essence and four submessages serve as a guide for overall university marketing and outreach, enabling all members of the UNC Asheville community “UNC Asheville is focused on being

to speak with one voice when communicating the meaning and promise of the

able to live in the

Seriously Creative mindset to both internal and external audiences. The following

outside world and

pages provide additional targeted interpretation of the brand messages for

interacting with those around you, more than just learning academics and reading off the books.� —Current student

several key audiences that the university strives to inform and influence on a regular basis.

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Brand Platform

UNC Asheville. S E R IOUS LY CR E AT I V E .

Key Audience | Prospective Students & Their Parents “There are so many

Communications with prospective students and their parents should emphasize

complex, interesting

the ways that the Seriously Creative ethos is a distinctive benefit of the UNC

people at UNC

Asheville experience:

Asheville. As a student, I would

In the classroom. UNC Asheville’s culture of creativity is reflected in the way

look and make

professors encourage students to break down the boundaries between disciplines,

predictions about

open their minds to different perspectives, and approach their studies with

who someone was

curiosity and a critical eye. Students develop the ability to focus strategically on

and what they stood

specific issues within the context of the bigger picture. What’s more, we don’t

for, only to have

expect students to come to college with a major already selected. In fact, many

the rug pulled out

are like one student who came in thinking she would be a history major but then

from under my feet.

decided to major in math after thriving in a course she took as part of our liberal

College at UNC

arts core curriculum.

Asheville was a grand adventure.”

Outside of class. The city of Asheville—well known for its creative bent—becomes an extension of the UNC Asheville classroom. It’s a place where students both

—Alumnus

continue their education and find opportunities for recreation in the many theaters, art studios, music venues, and inventive restaurants of the city’s vibrant downtown as well in the area’s many entrepreneurial businesses and high-tech companies. And just a short drive away, the Blue Ridge Mountains provide the perfect place for research, reflection, and outdoor activity. After graduation, for a lifetime. Whether our students are majoring in music or mechatronics, they are encouraged to create, perform, research, and publish, preparing them for a complex 21st-century workplace that seeks employees who excel at thinking unconventionally, discovering new knowledge, and developing innovative solutions. UNC Asheville’s liberal arts curriculum, combined with a strong undergraduate research program and emphasis on creativity, prepares students not only to secure jobs in their fields immediately after graduation but also to grow and adapt in their careers as the global workforce evolves.

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Brand Platform

UNC Asheville. S E R IOUS LY CR E AT I V E .

Key Audience | Alumni Communications with alumni about the UNC Asheville brand should have an “insider’s” feel, compelling graduates to personally connect with the Seriously “UNC Asheville taught me to stand out and not be afraid, to stand up for truth and not follow the crowd.”

Creative ethos that they experienced as students and encouraging them to serve as brand ambassadors for the university. Marketing communications should inspire alumni to: Reflect. You tell us that you look back to your UNC Asheville experience as a time of creative discovery. Discovering who you were and how the world works. Meeting new people and being exposed to new ideas. Putting all the pieces together and designing a career path that has led you to where you are today. That gift of

—Alumnus

discovery—provided by our liberal arts curriculum and inspirational professors who encouraged you to think critically and creatively—is yours for a lifetime. Engage. You remember the inspirational, mind-opening education you received at UNC Asheville. That hasn’t changed today. If anything, the UNC Asheville experience is only becoming more exciting as the university evolves, making our liberal arts mission even more robust by creatively integrating cutting-edge technology, undergraduate research, and best practices across all disciplines. To continually stay ahead of the curve, we look to dedicated alumni like you to share your knowledge and expertise with today’s professors and students. Give back. Maybe you remember the moment at UNC Asheville where you made a discovery that changed your life. Perhaps it was a new class that influenced you to switch your major … a professor who asked you a particularly compelling question … a finding in a research paper that led you to your true calling. Your gift to the university supports the intellectually creative liberal arts education at UNC Asheville that will lead future generations of students to experience life-changing moments of their own.

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Brand Platform

UNC Asheville. S E R IOUS LY CR E AT I V E .

Key Audience | Potential Donors & Partners Potential donors and business and research partners want to know that their interests align with UNC Asheville’s, that the university’s approach to partnerships “My professors were all creative, supportive, and innovative people who taught me

has a benefit over other institutions, and that their investment of time and resources will have a powerful and productive outcome. Brand communications should emphasize: Supporting UNC Asheville is a smart investment in the future. The university today

how to mesh my

powerfully integrates an interdisciplinary liberal arts curriculum with cutting-edge

interests in different

technology, undergraduate research, and best practices across all disciplines

disciplines to forge

to produce graduates who will serve as the next generation of leaders and

a learning plan that

innovators.

was right for me. This has set me

UNC Asheville conducts work that is changing lives. Our student and faculty

up to succeed in

scholars and researchers approach the world with curiosity and a critical eye,

graduate school in

looking at problems from an interdisciplinary perspective that is inspired by

public health and create a unique research project of my own.” —Alumnus

the university’s creatively intellectual liberal arts focus. As a result, their work is developing new and innovative solutions that are making a difference for people in our community, our state, and the world. UNC Asheville is responsive and collaborative. UNC Asheville listens. You’re just

as likely to find our faculty and students out in the community as in the classroom or behind the bench. When we set out on a new project or study, it is informed by months of interaction with people in the neighborhoods and organizations in which we work. The results of our work are applied directly to solve real problems in creative ways, and always with a plan to ensure that change can be sustainable over the long term.

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Bringing the Brand to Life

UNC Asheville. S E R IOUS LY CR E AT I V E .

Key Audience | Legislators, Community Leaders, the Media, & the General Public While people in Western North Carolina know UNC Asheville more than their “UNC Asheville is a

counterparts in the East, even closer to home there is still a lack of understanding

creative, interactive,

of UNC Asheville’s distinctive personality and educational benefits. The goal of the

one-on-one action

Seriously Creative brand campaign is to pique peoples’ interest in the university,

based school

make UNC Asheville stand out from the crowd of state and regional colleges and

where students

universities, and build a deeper understanding of the university’s contributions and

are encouraged to

its distinctive character.

explore different subjects to make

All citizens, and civic leaders and journalists especially, need to know the many ways

them more well-

the UNC Asheville impacts the state, both socially and economically. A concentrated

rounded people.

brand marketing effort will lay the foundation for establishing the university as a top

I love it because

choice in the state for students seeking the benefits of a liberal arts education as

it has helped me

well as a go-to source for information and solutions to state and local challenges.

to discover more about who I am as a person and has made me realize that anything I want to do is possible.” —Current student

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Bringing the Brand to Life

UNC Asheville. S E R IOUS LY CR E AT I V E .

For these audiences, it is crucial to communicate that UNC Asheville is: A vibrant contributor to the state economy. In addition to our faculty of 200+ full-time professors and lecturers, UNC Asheville employs a staff of more than 400 people, most of them North Carolina residents. What’s more, our students, parents, faculty and staff support the state and local economy through their patronage of local stores and businesses. A key partner in knowledge generation. In uncertain economic times, it is more critical than ever to find new, creative, and affordable ways to solve the challenges facing our state. With a suite of carefully developed academic and research centers such as the North Carolina Center for Creative Retirement; the North Carolina Center for Health and Wellness; the Center for Craft, Creativity and Design; and the National Environmental Modeling and Analysis Center, UNC Asheville is uniquely positioned as a thought leader in issues of vital importance to North Carolina. A top educator of North Carolina’s next generation of creative leaders. UNC Asheville offers more than 30 majors, preparing students for a variety of careers in business, healthcare, biomedical and environmental sciences, the arts, and more. By integrating these programs with our interdisciplinary liberal arts curriculum, cutting-edge technology, undergraduate research across all disciplines, and an emphasis on critical thinking and creative expression, UNC Asheville is producing graduates who know how to think on their feet, find innovative solutions to tough problems, and make change happen across the state and beyond.

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Bringing the Brand to Life

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UNC Asheville. S E R IOUS LY CR E AT I V E .

Creative Objectives The university brand platform was developed using the findings from an extensive research study that gathered input from current students, prospective students, faculty and staff, university leadership, alumni, high school guidance counselors, state legislators, and state media representatives. From this research, three guiding objectives were established that represent the overarching goals of the Seriously Creative brand campaign:

4 Establish a distinctive institutional personality that portrays UNC Asheville

students, faculty, and graduates as diverse, smart, creative people who are

uniquely prepared to succeed and lead in 21st-century careers.

4 Increase perception of UNC Asheville as a selective and prestigious university that

provides a rigorous and relevant liberal arts education.

4 Move the university from being considered a regional “niche� institution to one

that is attractive to families and influencers in the entire state and beyond.

All campus communications should work in concert over time to help the university achieve these three objectives. That will be accomplished by consistently conveying the Seriously Creative brand essence both editorially and visually. Specific language can be drawn from the messaging platform outlined in the previous sections of this manual. On the following pages we will provide direction for ensuring that all communications effectively convey the Seriously Creative brand personality both in editorial tone and visual expression.


Bringing the Brand to Life

UNC Asheville. S E R IOUS LY CR E AT I V E .

Brand Personality & Voice Members of the UNC Asheville community love to think and create and explore new ideas. They get excited by lively debate and the pursuit of knowledge. And Seriously Creative descriptors The following words are examples of good adjectives that can be used to exemplify the Seriously Creative mindset:

while Asheville students are serious about their studies and expect to be challenged, they’re not overly intense or competitive; to the contrary, they describe themselves as relaxed, friendly people who value collaboration and creativity. The feel of the brand concept, therefore—both in words and in graphics—should reflect this enthusiasm for a vibrant “life of the mind” that students and faculty embrace at UNC Asheville. As one student described it, “We are a fun-loving bunch with some serious dreams.” Marketing communications should not look like those from other schools. Instead

Adaptable

of traditional collegiate colors and “letter-sweater” style fonts, which can tend to

Artistic

feel loud, UNC Asheville marketing communications employ a sophisticated color

Challenging

palette and fonts that feel artistic, inquisitive, and modern. Layouts should feature

Collaborative

smaller font sizes, not too much text, and plenty of open space to pull the reader

Compassionate

in, not jump out at them.

Confident Creative Diverse Innovative Inspiring Interactive Interdisciplinary New Open-minded Original Purposeful Rigorous Smart Socially conscious Unconventional

While the tone of Seriously Creative is thoughtful and intellectual, it should not be too quiet or too serious. UNC Asheville faculty and students are friendly, upbeat, and engaged, and photographs and stories should reflect how much they enjoy being part of a diverse community of artists, athletes, scientists, and mathematicians whose shared experiences create an exciting environment of collaboration and creativity.

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Bringing the Brand to Life

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UNC Asheville. S E R IOUS LY CR E AT I V E .

Typography Typography plays an integral role in accurately expressing the personality and tone of Seriously Creative. The consistent use of our preferred type families will strengthen and unify the UNC Asheville brand. The university’s principal typefaces are Adobe Garamond, a timeless and functional serif font that should be used primarily for body text; Gotham, a contemporary and versatile sans serif font that is appropriate for headlines, display copy, signage, and shorter columns of text such as in sidebars; and Rockwell, a slab serif that is used for the Seriously Creative wordmark and can also be applied to headlines and other display copy, in moderation. Both the Garamond and Gotham type families are available in a variety of styles and weights (displayed on the opposite page) to provide the designer greater flexibility in creating the appropriate tone for different types of communications. When creating text for web, e-mail, and other electronic communications, appropriate substitutions, if necessary, are Times New Roman for Adobe Garamond and Arial for Gotham. It is recommended that Arial, the sans serif face, be used more widely in these applications since it is more readable in these formats.

UNC Asheville.

GOTHAM ULTRA

S E R IOUS LY CR E AT I V E .

ROCKWELL EXTRA BOLD


Bringing the Brand to Life

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UNC Asheville. S E R IOUS LY CR E AT I V E .

Gotham Book

Ro ck we ll B o ld

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVW XYZ

abcdefghijklmnopqrstuvwxyz

abc defghijklm nopqrstuvw x yz

1234567890

1234567890

Gotham Book Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gotham Bold

R o c k we ll E xtr a B o ld

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gotham Bold Italic

Gar am ond Regu lar

ABC D E FGHI J KLM NO PQ RS T U V WX Y Z

ABCDEFGHIJKLMNOPQRSTUVWXYZ

a b cd efg hi j k lmn op qr s t u vw xyz

abcdefghijklmnopqrstuvwxyz

1234567890

1234567890

Ga ra m ond Reg u l a r Ita l ic

Gotham Black

ABCD E FG HI JKLM N O P Q RS TUV WX YZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

a bc defghi jkl mno pqr s t u v wx yz

abcdefghijklmnopqrstuvwxyz 1234567890

1234567890

Gotham Black Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gotham Ultra

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gotham Ultra Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

A rial R egular

A B CDE F GHI J K LMNOP QRS T UV WXYZ abc def ghijk lmnopqrs t uv wx y z 1234567890 A rial B o ld

ABCDE F GHI JKL MNOP QRS T UV WXYZ ab cd efg h i j kl mn o p q rstu vwxyz 1234567890


Bringing the Brand to Life

UNC Asheville. S E R IOUS LY CR E AT I V E .

Color Palette Color provides a strong visual link to the UNC Asheville brand identity across a variety of applications. The university’s most identifiable color is PMS 294, or the “Asheville blue� that is used for the UNC Asheville logo, on athletics uniforms, and in other official university applications. As a defining brand element, the Asheville blue should be incorporated into every university marketing vehicle. For all university marketing communications, such as advertisements, recruitment and development brochures, microsites and web banner ads, newsletters and brochures, and the UNC Asheville magazine, a broader color palette has been developed to express the Seriously Creative brand and to provide for more creativity and variance across a wide variety of mediums. Both the PMS number and the CMYK, RGB, and HTML conversion builds have been provided for each color. Screens should be used only for specific graphic elements such as the Seriously Creative sunburst or title bar; in these instances, the designer should choose an opacity that is appropriate to the background image. When applying color to text, it is most appropriate for display copy such as headlines, subheads, lede-ins, callouts, and the like. Black is the preferred color for body text. During printing, there are many factors that can influence accurate color reproduction: paper stock, ink coverage, line screen, and more. For optimal results, work with the Office of Communication and Marketing to match the colors indicated in these guidelines. Also use the appropriate color chips for matching purposes when reproducing these colors on other media such as fabric, plastic, paint, etc. While these colors are recommended, we recognize that there will be instances when alternative colors may be needed. In such instances, or in any other case where there is a question regarding appropriate use of color, please contact the UNC Asheville Office of Communication and Marketing for assistance and approval.

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Bringing the Brand to Life

23

UNC Asheville. S E R IOUS LY CR E AT I V E .

THE UNC ASHEVILLE BLUE THE BRAND COLOR PALETTE

PANTONE 294

PANTONE

CMYK

RGB

HTML

PMS 294

C: 100 M: 58 Y: 0 K: 21

R: 0 G: 85 B: 150

#003C77

PMS 123

C: 0 M: 24 Y: 94 K: 0

R: 255 G: 196 B: 37

Warm Red

C: 0 M: 75 Y: 90 K: 0

R: 242 G: 101 B: 49

#F26D2C

PMS 390

C: 22 M: 0 Y: 100 K: 8

R: 193 G: 205 B: 35

#C1CD23

PMS 390 + 30 Black

C: 22 M: 0 Y: 100 K: 38

R: 138 G: 151 B: 57

#8A991F

PMS 313

C: 100 M: 0 Y: 8 K: 13

R: 0 G: 154 B: 199

#1B9AC7

#FFC425


Bringing the Brand to Life

UNC Asheville. S E R IOUS LY CR E AT I V E .

Use of the University Logo with the Brand Signature The university’s academic logo was adopted in August 2005 and should be used as an institutional identifier on all print and electronic communications, preferably on the front and/or back cover of printed publications including brochures, fliers, posters, ads, postcards, stationery, letterhead, and business cards. The Seriously Creative brand signature can be used alone or in conjunction with the academic logo. When used together, the name of the university should only appear once. No alterations should be made to the logo; it must be reproduced from officially approved master artwork that is available from the UNC Asheville Office of Communication and Marketing upon request.

ACADEMIC LOGO

UNC Asheville. S E R IOUS LY CR E AT I V E .

BRAND SIGNATURE

Improper Usage Avoid re-creating any versions of the academic logo or brand signature; do not use scanned or poor-quality reproductions. They may be reversed out on a large solid background but should not be placed over a busy, patterned background. Do not add special effects, shading, outlines, or animations. Do not enclose them in a circle, oval or square. Do not use “athletic” logos on stationery or on publications that relate to academic or research programs. For information on athletic or spirit logos, contact the Athletics Marketing Office.

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Bringing the Brand to Life

25

UNC Asheville. S E R IOUS LY CR E AT I V E .

To provide as much flexibility as possible in using the logo and Seriously Creative brand signature in an aesthetically pleasing way on official university communications, the Office of Communication and Marketing has developed the following options, including horizontal and stacked formats and versions with and without the university website. A 0.25 hairline is used in all applications.

4 Vertical stacked applications:

S E R IOUS LY CR E AT IV E

S E R IOUS LY CR E AT I V E Visit us at www.unca.edu

4 Horizontal applications:

S E R IOUS LY CR E AT IV E

S E R IOUS LY CR E AT IV E Visit us at www.unca.edu

UNC Asheville. S E R IOUS LY CR E AT I V E .

UNC Asheville. S E R IOUS LY CR E AT IV E . Visit us at www.unca.edu


Bringing the Brand to Life

UNC Asheville. S E R IOUS LY CR E AT I V E .

Use of the University Seal The seal, UNC Asheville’s official identifying mark, is reserved only for formal documents (e.g., diplomas) and formal ceremonies and occasions. The seal is the official indicia of the University. The seal may not be altered in any way. It is not to be used except as authorized by the Office of the Chancellor. The seal is not to be used on stationery. Please contact the UNC Asheville Office of Communication and Marketing for specific instructions on use and display of the seal.

26


Bringing the Brand to Life

UNC Asheville. S E R IOUS LY CR E AT I V E .

Imagery Selection The imagery used in UNC Asheville communications makes a powerful impression. It is important to select high-quality photographs that reflect the Seriously Creative brand essence. When shooting photographs, look beyond traditional setups to create images with different perspectives and details, a softer focus, and unusual angles to impart a sense of creativity and inspire a particular emotion or atmosphere. Images that evoke the Seriously Creative brand should feel spontaneous rather than staged, showing people in natural poses engaged in real-life situations. Subjects should exhibit a sense of self-confidence and joy in collaborative learning. Err on the side of restraint when using photography. One larger, well-cropped photo will create a stronger impact than a series of smaller, overly detailed images that clutter a page and make it difficult for the reader’s eye to know where to focus. For examples of imagery selections that adhere to these guidelines, please refer to the sample design applications on pages 28-35 of this manual.

27


Bringing the Brand to Life

UNC Asheville. S E R IOUS LY CR E AT I V E .

Design Applications Marketing communications vehicles in both printed and electronic media are the key to communicating the Seriously Creative brand both internally and externally. All marketing vehicles should reflect the visual and written language of the brand,

4

using consistent design and an editorial voice that reflect the deeply ingrained sense of creativity and collaboration that defines the UNC Asheville experience. The most important guideline we can offer is to keep it simple. Proper legibility and impact can be achieved by following the guidelines in this brand manual and remembering to never overload a page with text or imagery.

Sunburst

The UNC Asheville sunburst has been created as a defining visual element of the Seriously Creative brand essence. Depending upon one’s interpretation, the sunburst is evocative of an open book—a reference to the vibrant “life of the mind” embraced by the UNC Asheville community—or of the sun rising over mountains. The sunburst should be used sparingly on campus communications, always in either a screen or opacity of white, black, or one of the hues in the Seriously Creative color palette. It should complement and enhance the type and photography on a page, but never overpower it. The sunburst can be used in full or in half, bisected horizontally or vertically through the center. The circular shape of the sunburst provides a unique and distinctive stage for display type as well. The opacity of the sunburst may also be reflected in other design elements, such as a graphic bar behind a brochure title. Improper applications of the sunburst include using it too frequently in one piece, using multiple sunbursts to create a different graphic image, using it in a solid color, or adding any outlines, patterns, animations, or other special effects. The sunburst is a brand design element and should not be used in place of the university’s official academic logo (see p. 24). When in doubt, contact the Office of Communication and Marketing for assistance. The following pages provide various samples of design applications that campus communicators can use as inspiration when developing communications materials.

28


29

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UNC Asheville. SeriouSly Cre at i v e . s ter et

Viewbook Samples

UNC Asheville. S E R IOUS LY CR E AT I V E .

5 mor el as 2 th

Bringing the Brand to Life

UNC Asheville. Se riouS ly Cre at i v e.

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4

UNC Asheville. Se riouSly Cre at i v e .

|

7


30

UNC Asheville. S E R IOUS LY CR E AT I V E .

Advertisement Samples

Bringing the Brand to Life

“It’s equally important to me to consider how my business affects people and the environment as it is to make a pretty dress. You don’t get that kind of education at a design school or fashion academy.” Sarahbeth Lattimore’04, founder, Unabashed Apparel

This is today’s liberal arts. Sarahbeth Lattimore graduated from UNC Asheville in 2004 with an interdisciplinary studies degree centered on art, theater, philosophy, and political science.   In 2005, she founded Unabashed Apparel, a clothing line with an emphasis on environmentally sustainable fashions that feature organic and fairly traded fabrics. This year, she was named among the “30 Under 30” women to watch by Verve Magazine.   That’s the power of a liberal arts education at UNC Asheville … preparing students for a 21st-century workplace where innovation, discovery, and unconventional thinking are hallmarks of the most successful companies and organizations.

4

SE R IOUSLY CR E AT I V E

Visit us at www.unca.edu

“At UNC Asheville, I learned with students whose creativity and passion were out of this world.” Wasim Al-Abed ’01 Solar systems sales manager

“A university like UNC Asheville teaches you hoe to deal with the ambuiguity of multiple perspectives and disciplines— skills that any software maker or entrepreneur needs.” Sean McDonald Software designer

This is today’s liberal arts. North Carolina’s developing businesses and industries need employees who can think critically and solve problems that have never been encountered. That’s why the solar company FLS Energy turned to Wasim Al-Abed, a UNC Asheville business and marketing graduate, when they needed a sales manager who could make the

This is today’s liberal arts. Sean McDonald graduated from UNC Asheville with a degree in Ethics and Social Institutions. Today, he's a multimedia artist and musician who also happens to be a social networking entrepreneur. With a fellow alum, he founded a software company that helps professionals visualize their own personal social networks—making

connections between economics, science, political policy and

their face-to-face business interactions more effective. Today, his client list includes some of the biggest Fortune 500 companies in

environmental impact for their clients.

the country.

That’s harnessing the power of the liberal arts.

That’s the power of the Liberal Arts education at UNC Asheville...

4

preparing students for a 21st-century workplace where innovation, discovery, and unconventional thinking are hallmarks of the most successful companies and organizations.

S e r iouS ly Cr e aT i v e Visit us at www.unca.edu

SE R IOUSLY CR E AT I V E

Visit us at www.unca.edu


31

Postcard Samples

UNC Asheville. S E R IOUS LY CR E AT I V E .

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Department of Environmental Studies

UNC Asheville. SeriouSly Creative.

UNC Asheville | One University Heights | Asheville, NC 28804 | 828.251.6600 | www.unce.edu

rson’s tre pe

Headline about the program/major. Odit minte ni aut laceseque

Name Address City, State ZIP

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Bringing the Brand to Life


32

UNC Asheville. S E R IOUS LY CR E AT I V E .

Collateral Brochure Samples

Bringing the Brand to Life

Department of Sociology & Anthropology

UNC Asheville. Se r iouSly Cr eative.

Cultural Events & Special Academic Programs

UNC Asheville. S er iouSly Cr eati v e .

Inside Z-fold or Barrel-fold Brochure

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vellupta quidi aut vole.

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Inside Academics | UNC Asheville

Joint Degree with North Carolina State Majors & Minors University Accounting Mechatronics Financial Environmental Studies Managerial Earth Science Art Ecology and Environmental Biology Art Environmental Management and Policy Art History Individualized Art with Teacher Licensure Earth Science with Teacher Licensure Atmospheric Science Ethics and Social Institutions Concentration Climatology Interdisciplinary Studies Weather Forecasting French Biology French Cell and Molecular Biology French with Teacher Licensure Ecology and Evolutionary Biology German General Biology German Biology with Teacher Licensure German with Teacher Licensure Chemistry Health and Wellness Biochemistry History Chemistry History Chemistry of the Environment History with Teacher Licensure Chemistry with Teacher Licensure Interdisciplinary Studies Chemistry and Textile Chemistry International Studies Concentration InterdisClassics ciplinary Studies Classical Studies Literature and Language Greek Creative Writing Greek and Latin Literature Latin Creative Writing with Teacher Licensure Latin with Teacher Licensure English with Teacher Licensure Computer Science Management Computer Systems Business Management and Administration Information Systems Marketing Drama Operations Management Acting and Directing Mass Communication Design and Production Commercial Media Drama-General Communication Research Film and Visual Theatre Arts with Teacher Licensure Media Journalism Economics (B.A.) Mathematics General Economics Applied Mathematics Environmental Economics Pure Mathematics International Economics Statistics Monetary Economics and Finance Mathematics with Teacher Licensure Economics with Teacher Licensure New Media Engineering Joint 2+2 Degree with North Carolina State Music General Music University Jazz Studies Aerospace Music Technology Biological and Agricultural Biomedical Philosophy Chemical Physics Civil Applied Physics Computer Preparation for Graduate School Construction Engineering Management Physics with Teacher Licensure Electrical Political Science Environmental General Industrial Political Science with Teacher Licensure Materials Psychology Mechanical Religious Studies Nuclear Sociology Textile Anthropology Sociology Sociology with Teacher Licensure

Spanish Spanish Spanish with Teacher Licensure Women, Gender and Sexuality Studies General Women and Gender Gender and Sexuality Master Programs Master of Liberal Arts Teacher Licensure Elementary School (K-6) Middle School (6-9) Language Arts Mathematics Science Social Studies Secondary (9-12) Biology Chemistry Earth Science English Latin Mathematics Physics Science Social Studies Specialty Areas (K-12) Art Foreign Languages (French, German, Spanish) Theatre Arts Additional Programs Arts Career Development Support Health Professions Pre-Dental Pre-Medical Pre-Pharmacy Pre-Veterinary Honors Interdisciplinary Topics Interdisciplinary Programs Key Center for Service Learning Outdoor Education Program Student Programs Study Abroad Undergraduate Research Program and Fellowships University Honors Program


33

UNC Asheville. S E R IOUS LY CR E AT I V E .

HTML E-mail Sample

Bringing the Brand to Life

S e r iouS ly Cre at i v e Visit us at www.unca.edu

Upcoming Events Headline Odit minte ni aut laceseque nonesci picilig endaestior magnam aut antio int rerferum intoCearci inia arum int volorionsene voluptatem vendit es sunderi oditissima volupidi nos aliquia tiusand aeprepe deliqui omnis ma Quick Links Ipis cusdae des aut ommolores ne soluptatia volectas evel et ipis de volorit laniamenime inus dolenitectam quae. Itassunt et recea quod molutest, et ra qui doloris et fuga. Ut que eaque volenimusae pro ipsus experoria.

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Calendar Highlights quibusdae porempori nem cust landici endioribus prerspedi temporem es voluptur, consequ aerorionsent quis sent ommo blaut ad magnient

For more information. inciisquia saperit iatatur. nonesci picilig endaestior magnam aut antio int rerferum into. Cearci inia arum int volorionsen voluptatem vendit es sunderi oditissima volupidi nos aliquia tiusand aeprepe deliqui omnis ma non prepro vellupta quidi aut ptatem volenienda. hitatur suntia dolorro iliquamusdae laborup tatiandantur aut renis autdolutat aut. Call us at 828.251.6600 or visit www.unce.edu.

For more information: et dolutat aut ium faceaque volum ipsum ea corro et prate in poreiciae inciisquia saperit iatatur. nonesci picilig endaestior magnam aut antio int rerferum into. Cearci inia arum int volorionsen voluptatem vendit es sunderi oditissima volupidi nos aliquia tiusand aeprepe deliqui omnis ma non prepro vellupta quidi aut volenienda. Call us at 828.251.6600

or visit

www.unce.edu

Subhead. et dolutat aut ium faceaque volum ipsum ea corro et prate in iae inciisquia saperit iatatur. nonesci picilig endaestior magnam aut antio int rerferum into. Cearci inia arum int volorionsen voluptatem vendit es sunderi oditissima volupidi nos aliquia tiusand aeprepe deliqui omnis ma non prepro vellupta quidi aut volenienda. hitatur suntia dolorro iliquamusdae laborup tatiandantur aut renis aut et dolutat aut ium faceaque volum ipsum ea corro et prate in poreiciae inciisquia saperit iatatur. nonesci pi Calendar Highlights quibusdae porempori nem cust landici endioribus prerspedi temporeluptur, consequ

This email was sent to recipient@address by mailbox@unca.edu | Update Profile/Email Address | Instant removal with SafeUnsubscribe™ | Privacy Policy. University of North Carolina Asheville | One University Heights | Asheville, NC 28804

Sample Headings for Various E-mail Messages

NC Center for Creative Retirement

Admissions News: Start Up Your Future!

Advanced Placement Summer Institute 2012

An Invitation


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Home

Academics

Admissions

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Campus Life

Athletics

Arts

Giving

About UNC Asheville

UNC Asheville. SeriouSly Creati ve .

4 enter

Home

Academics

Admissions

Financial Aid

Campus Life

Athletics

Arts

Giving

About UNC Asheville

S e r iouS ly Cre at iv e Visit us at www.unca.edu Subhead. Qui consequi

Subhead. Qui consequi

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UNC Asheville. SeriouSly Creati ve .

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Microsite Homepage Samples

UNC Asheville. S E R IOUS LY CR E AT I V E .

has 25 mo r et

Bringing the Brand to Life


35

UNC Asheville. S E R IOUS LY CR E AT I V E .

Banner Ad Samples

Bringing the Brand to Life

IF. . .

. . . you sometimes take the long

SERIOUSLY CRE AT I V E Visit us at www.unca.edu

route, just to see what you might discover. ’ you’ve ever had the feeling that you’re the only person in the room thinking what you’re thinking. ’ you enjoy finding the art in science and the science in art. ’ you know it was a good conversation when you had to

SERIOUSLY CRE AT I V E Visit us at www.unca.edu

agree to disagree. ’ your closest friends are the ones who always expect the most of you. ’ you won’t give up until you figure it

4 4 out. Then we have just the

place for you. UNC Asheville.

SeriouSly Creative.

SERIOUSLY CRE AT I V E Visit us at www.unca.edu

S e r iouS ly Cr e at i v e Visit us at www.unca.edu


UNC Asheville. S E R IOUS LY CR E AT I V E .

Banner Ad Samples

Bringing the Brand to Life

UNC Asheville. S eriouS ly Creative. Visit us at www.unca.edu

UNC Asheville. S eriouS ly Creative. Visit us at www.unca.edu

SeriouS ly Creati ve Visit us at www.unca.edu

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Brand Management

UNC Asheville. S E R IOUS LY CR E AT I V E .

Managing the UNC Asheville Brand Primary responsibility for managing the UNC Asheville brand lies with the university’s Office of Communication and Marketing, which works with all members of the campus community to share the UNC Asheville story. The office advances the university by heightening awareness of the university’s accomplishments and goals; by highlighting the work of its high-achieving students, accomplished alumni, and talented faculty and staff; by promoting its academic programs and events; by providing clear, honest, and timely information to internal and external audiences; and by ensuring an internal and external identity consistent with the university’s mission and brand.

Services Offered The UNC Asheville Office of Communication and Marketing is available to provide assistance to faculty and staff on appropriate usage of the Seriously Creative brand elements. Staff members can answer questions and provide recommendations on implementing the brand, help locate information and sources, and in some cases provide professional services for the production of your project. They can also provide artwork that meets the specifications for a project. High-quality files of the UNC Asheville logo and certain brand elements are supplied via e-mail upon request. In addition, staff members can assist with planning photo shoots and selecting images from the university’s digital photograph archives.

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Brand Management

UNC Asheville. S E R IOUS LY CR E AT I V E .

Review & Approval Process Because of the need to clearly and consistently communicate the UNC Asheville story, all printing and advertising materials at UNC Asheville must comply with the guidelines in this brand manual. Therefore, the UNC Asheville Office of Communication and Marketing must review all such materials prior to production and distribution. This requirement allows communications staffers who are familiar with both the letter and spirit of the brand manual to review materials for consistency, clarity, and quality. Materials that must be reviewed include but are not limited to: brochures; newsletters; fliers; posters; postcards; advertisements; and specialty items (also known as “premiums”) such as pencils, pens, mugs, and T-shirt designs. If a project is produced through the UNC Asheville Office of Communication and Marketing, the review process is automatically incorporated into the project’s production timeline. If a project is not being produced through the UNC Asheville Office of Communication and Marketing, the producer will need to provide the director of communication and marketing with a digital file or hard copy proof of the project prior to final production. The amount of time required by staff members to review the proof will vary depending on such factors as type of project, complexity of project, and availability of staff. For assistance with any aspect of a project, contact Luke Bukoski, manager of Creative Services, at lbbukosk@unca.edu. For other information or questions concerning the UNC Asheville brand, go to communication.unca.edu, email communication@unca.edu, or call 828.251.6967.

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One University Heights Asheville, NC 28804 828.251.6600


UNC Asheville Brand Manual