BRAND AWARENESS CAMPAIGN
NUNITO SANS
https://fonts.google.com/specimen/Spectral
We are making a slight shift in fonts used in previous years by using a new combination of Nunito, Cardo and Spectral.
The AC website uses Cardo instead of Spectral, but all other deliverables use Spectral as it has more variety in weight and font style of the characters.
Utilizing these fonts where appropriate will create consistency among brand executions.
981E32 FDB913
7, 100, 65, 32 0, 30, 100, 0 152, 30, 50 253, 185, 19
B11F3B 22, 100, 77, 12 177, 31, 59 1E1E1E F8F8F8 0, 0, 0, 100 2, 1, 1, 0 30, 30, 30 248, 248, 248
COLORS
Staying away from Black as a focal color, this year we are focusing on ‘Campaign Crimson’ backgrounds with White and Gold accents. The use of ‘Campaign Crimson’ is for backgrounds only to add a sense of depth when the Austin College logo is present.
The website features a substantial amount of White and while we want to nod to it, we also want to make sure our execution is not too far away from previous years. Please see the Media Kit for full brand guidelines. https://www.austincollege.edu/communications/media-kit
LIGHT GRAY
LOGO
Per Austin College brand standards, the shield logo and the type 'Austin College' are not to be separated. However, in limited circumstances, it may be allowed as long as both the type and the shield appear in the asset.
PHOTOS
Photos can be cropped inside the shield shape or cut out with a shape placed behind the person.
Additionally we can do a treatment where a photo has a White overlay at near 100% opacity.
VISUAL IDENTITY
One key characteristic of the Brand Awareness Campaign is its graphic design elements, which are combined with dynamic imagery.
Some examples used in the 2024 campaign include:
▪ Diagonals and Chevrons
◦ Chevrons may be layered behind the shield image (or other content) and are often pointed up to match the A in the shield. Sometimes, it can point left or right to emphasize movement or direction but avoid pointing the chevrons down.
◦ When layered chevrons are non-applicable, a large Gold or White corner can be added to avoid overcrowding.
◦ Smaller chevrons can also be used in copy to emphasize a line of text, often pointing to a button.
◦ Retain the diagonal lines at the same angle as the A within the Austin College Shield whenever possible.
VISUAL IDENTITY CONTINUED...
▪ Icons
◦ If not a primary element, simplified icons can highlight information.
◦ They can be used as a patterned background at low opacity. Depending on the asset’s subject matter, we intentionally select a few icons to repeat. We will also include rounded x’s, dots, and chevrons to avoid overcrowding a background with complex iconography.
▪ Dotted Lines
◦ Often used to lead the viewer’s eyes towards a subject.
◦ To create playful motion, utilize a variation with ’Roo (kangaroo Icon) hopping along a dotted line.
▪ Logo Lockup Variation
◦ In some instances, when location is a factor in the placement or content of a graphic, we will use an Austin College logo lockup, which includes “North of Dallas | Sherman, Texas,” to orient viewers. This lockup can be stacked side by side with the logo or used underneath on one line.
▪ Color Contrast
◦ Avoid excessive use of Gold text on a Crimson background or vice versa to prevent visual contrast issues. This year, the primary focus is on Crimson or Black text on a White background or White text on a Crimson background.
Examples of past design elements with potential for continued use include:
▪ Low-opacity Crimson and Gold Chevron and vertical lines cut out behind subjects in images.
LANGUAGE
This year’s campaign language is rooted in our campus theme, “ Curiosity can take you anywhere ,” reflecting Austin College’s commitment to inspiring students through exploration, discovery, and a transformative academic experience. This theme is more than a tagline; it captures the essence of the journey that Austin College offers to both students and families.
Our language will blend this year’s theme with familiar compass-oriented terms like “ Discover ” and “ Explore ,” which have been used in previous campaigns. This intentional overlap builds on the established brand language, creating continuity that reinforces Austin College as a place where exploration leads to growth and curiosity drives students forward. Key phrases for campaign messaging include...
Curiosity-Inspired Messaging: The heart of our messaging speaks to curiosity as the engine that drives students forward. It encourages exploration across a range of fields—from medicine to global experiences—showcasing Austin College’s ability to provide foundational, transformative learning. Examples:
▪ “Discover how far your curiosity can take you.”
▪ “Explore knowledge that shapes your future.”
▪ “Uncover the possibilities your curiosity creates.”
Compass Curriculum Language: Words like “ Discover ” and “ Explore ,” are central to this year’s campaign, connecting with Austin College’s reputation for guiding students through both academic and personal journeys. These words evoke a sense of movement and direction, highlighting Austin College as a place that encourages students to find their own path. Examples:
▪ “Discover your place, your path, your purpose.”
▪ “Embark on a transformative journey.”
▪ “Explore a campus that leads to boundless possibilities.”
Outcome-Oriented Language for Parents: Recognizing that parents prioritize outcomes, our messaging highlights Austin College’s role in building a future of success and readiness. The language emphasizes the school’s supportive environment and hands-on learning as stepping stones to real-world impact. Examples:
▪ “Find the foundation for a future of achievement.”
▪ “Your journey to a successful career starts with curiosity.”
▪ “Experience hands-on learning and a supportive community.”
LANGUAGE CONTINUED...
This campaign’s language is compelling, aspirational, and curiosity-driven . It projects Austin College as a vibrant setting where students are empowered to discover their interests, explore the world, and pursue transformative goals. With a tone that is confident yet approachable, this message reflects Austin College as a catalyst for growth and a partner in each student’s journey toward a meaningful future.
