Power On Campaign Guidelines

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CAMPAIGN GUIDELINES Version 2.0

10.18.23

Font, Logo and Color Palette

COLOR PALETTE Blue

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CAMPAIGN COLOR PALETTE Campaign Blue

CMYK 100, 65, 0, 30

CMYK 100, 85, 40, 40

PMS 288

PMS 533

HEX #003366

HEX #1c2b48

RGB 0, 51, 102

RGB 28, 43, 72

Yellow CMYK 0, 24, 94, 0 PMS 123 HEX #FFCC33 RGB 255, 204, 51 Campaign Blue Gradient Accent Blue

CMYK 100 85 40 40

CMYK 100 75 55 65

CMYK 100, 5, 0, 0

HEX #1c2b48

HEX #091b2d

HEX #00B9FF

RGB 28, 43, 72

RGB 9, 27, 45

RGB 0, 185, 255

White CMYK 0, 0, 0, 0 HEX #FFFFFF RGB 255, 255, 255

Font, Logo and Color Palette

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HEADLINE TYPE FOR ADVERTISING Headline: Avenir Black Oblique, solid and outline

LOREM IPSUM

POWER YOUR

LOREM IPSUM

PURPOSE. Headlines for advertising should appear in yellow against either a photo or the gradient background. Connect each word with straight, solid white lines. The line segments which come closest to the first and last word of the headline should be capped with a dot.

If possible, the words in the headline should be staggered artfully. Some words should be solid and others outline (use solid type for emphasis).

In cases where all words require equal emphasis, using all solid type is acceptable, but do not use all outline type.

The stroke weight of the connecting lines should be 4% of the type point size.

So, for example, if the point size is 100, use a 4 point stroke for the lines.

Font, Logo and Color Palette

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TYPE Avenir Black Oblique, solid and outline, all caps - Headlines

LOREM IPSUM LOREM IPSUM

Avenir Book, Book Oblique - Body copy

Avenir Next Condensed Demi Bold - Subheads*

Lorem Ipsum

Lorem Ipsum

Lorem Ipsum

Stroke weight for outline type should be 3.75% of the point size

Avenir Black Oblique, title case - Headlines and subheads

Avenir Medium, Medium Oblique - Body copy

Avenir Next Condensed Regular - Body Copy*

Lorem Ipsum

Lorem Ipsum

Lorem Ipsum

Lorem Ipsum Avenir Black, title case - Subheads

Lorem Ipsum *Avenir Next Condensed can be used where needed to conserve space, although it should be avoided for headlines.

Font, Logo and Color Palette

POWER ON LOCKUP

The lockup can be used on a dark blue /gradient/photo background, a yellow background, a white background or an accent blue background.

There is no precise ratio between the size of the Power On lockup and the University of New Haven headline, as it may change depending on the application. However, the stroke weight of the outer circle should be adjusted to match the weight of the straight lines.

For consistency, use a solid color for the words “POWER ON”.

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The lockup should be incorporated into headlines as shown below. Note that the dot at the terminal end of the white circle can be positioned at 0, 90, 180, or 270 degrees.

Font, Logo and Color Palette

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LOGO For the Power On Campaign, use a modified version of the University logo without the seal. Both the stacked and landscape versions of the log can be used depending on the application.

The logo can be placed against a dark blue/gradient/photo background, a yellow background, a white background, or an accent blue background.

Photography

PHOTOGRAPHY STYLE

Photography for the Power On Campaign should have an aspirational feel. This can be achieved through a combination of facial expression and pose which conveys confidence and ambition. Sometimes it’s as a subtle as a look, but it can also be an “action” shot where a student might be looking at a book or working in a lab. Purely candid shots of students walking around campus or sitting in classrooms may not work as well, although the shots should also not appear too “staged”.

•

Single students or carefully composed pairs of students work best

•

Standing is often (but not always) better than seated

•

Closeups aren’t generally useful for the campaign.

The more of the student we see the better. When we only see a small portion of their body, or they are too obscured by objects or background, they won’t work well with the campaign typography.

•

For wardrobe, the students would ideally wear blues or dark colors. Avoid patterns. If possible, students should be holding or wearing a light-colored accessory (laptop cover, hair band, phone case, headphones etc.) that can be changed to yellow when retouching.

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Photography

PHOTOGRAPHY RETOUCHING

Photography for the Power On campaign should be retouched as follows: First, isolate the student or pair of students and separate from the background. This should be done carefully, using the pen tool for a high level of accuracy. The background can be tinted blue using a variety of methods (see page 9 for an example).

Ideally the student’s clothing can be tinted blue as well (assuming it wasn’t blue originally). Additionally, an accessory (either carried or worn) or a accent on the student’s clothing can be tinted yellow.

The face should be highlighted by whatever method fits the image best.

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Photography

PHOTOGRAPHY RETOUCHING MINI TUTORIAL

1

4

Begin with the isolated subject and the background on separate layers.

In order to highlight the subject’s upper body and face, add a curves adjustment layer to darken the foreground, but apply a gradient mask to the adjustment layer so that it doesn’t apply to the upper body.

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Recoloring a photo background for the brand look can be accomplished using a variety of methods, but here is one way that works reliably.

2

Add a gradient map adjustment layer to the background. The exact shades used in the gradient map will vary depending on the image.

5

Add another curves layer to subtly highlight the subject’s face. Mask out everything from this curves layer except the face.

3

Add a curves adjustment layer to the background to the blue appear darker and richer.

6

If applicable, isolate an accessory on a separate layer, then apply a yellow color overlay (the exact settings will change depending on the color of the accesory.

Layout

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AD LAYOUTS When laying out ads, the type should be big and bold. Connect the words using straight white lines as described on page 3. If possible, make use of the foreground and background separation by subtly tucking a word or a line behind the subject.

For animated ads, use an endframe with “University of New Haven” laid out in the campaign style and incorporating the Power On lockup.

For static executions, a yellow banner can be used to give the logo greater prominence.

Layout

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AD LAYOUT DON’TS

Don’t use unretouched images for ad applications

Don’t use diagonal or curved lines to connect words.

Don’t use small type for headlines, unless absolutely necessary because of space constraints.

Don’t use all outline type.

Messaging

CAMPAIGN MANIFESTO The rest of the world will say, “If it ain’t broke, don’t fix it.”

But some of us were born for more.

Some of us were born to engage.

To activate.

To power on.

Some brought us light.

Some brought us the miracle of flight Some brought us the very freedom we have to discover these things.

But they all had one thing in common: they would not be extinguished.

A light switched on in them that could never be turned off.

And the world benefited.

So go ahead. Fix what isn’t broken.

Tinker, and alter, and update.

And if anyone has a problem with that, We’ll be here waiting.

University of New Haven Power On.

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Messaging

TONE OF VOICE • • •

Tenacious Focused Genuine

Who We Are The University of New Haven exists to empower tomorrow’s pioneers. To help the next generation discover their purpose and instill the confidence and knowledge they need to change their field and the world. We know that change isn’t possible without action, so we are committed to collaborative, interdisciplinary, and project-based learning. This is where planning becomes doing. No matter the goal, The University of New Haven is where individuals come when looking for the skills, experience, and community to set their dreams in motion and Power On.

PERSONALITY AND EXAMPLES Mentor to first-generation undergraduate students and those continuing their education, The University of New Haven is the ultimate motivator. No matter the college or field of study, students at U New Haven will get hands-on experience in their field, making their education practical and encouraging.

With professors in the field and the experiential education offered, The University of New Haven is where people come when they are ready to stop making excuses and start making a change.

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Messaging

TENACIOUS, BUT NEVER PERSISTENT Students attend our university to push themselves to achieve success, so we need to sound as determined and confident as the next incoming class.

But it should never sound like we aren’t open to change. Our programs are ever-evolving to ensure every generation of students is adequately prepared to excel in their future careers.

Focused, but never fixated We believe that education should help students become experts in their field, but also believe in comprehensive education. Our curriculum encourages interdisciplinary exploration to better prepare students to understand and navigate the world.

Genuine, but never over-the-top We want alumni to feel proud of their alma mater, but we don’t boast about ourselves. When we do talk about our accolades, it’s only to prove that The University of New Haven is the place that pushes students to where they want to be. Our accomplishments are our students’ resume builders.

OUR REASONS TO BELIEVE Our messaging is always supported by the strength of our three pillars: Future Ready, Action Oriented, and Belong Here.

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Messaging

FUTURE READY We prepare students for career success.

Many things about U New Haven help students get ahead in their careers.

The key to highlighting them is to pose them as benefits to the students.

For example: •

Professors working in their field = A networking advantage, Networking starts in the classroom

•

Internships and hands-on learning = Real-world experience, Practical education, Charger advantage

ACTION ORIENTED The university provides practical career experience through hands-on learning.

To hone in on the fact that U New Haven provides the advantage of a realworld education, we like to remind students of all they can accomplish before graduating. To do this, we’ll use phrases like “before you even leave campus,” “before graduating,” or “before you step foot in your field.”

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Messaging

BELONG HERE The University of New Haven is for anyone who wants to better themselves and the world.

The University of New Haven strives to provide students with the best education possible, and we want to attract students looking to bring out the best in themselves, too. In order to do this, when we speak about ourselves, we embody the same spirit as our students. We need to show potential students that when they attend University of New Haven, they’ll be surrounded by like-minded people who will motivate them to be their best.

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Messaging

VALUE PROPOSITIONS There are countless ways to reiterate our reasons to believe and to describe the value that The University of New Haven provides to alum. Use this section as a guide to learn how we position each reason to believe.

Ways to Emphasize Future Ready “We train for jobs that don’t exist yet.”

“Put yourself in demand.”

“Don’t just work in your field, define it.”

Ways to Emphasize Action Oriented “Make your mark on the world.”

“Power your purpose.”

“Build a life you love.”

Ways to Emphasize Belong Here “Where hard work works harder.”

“Bring better to the world.”

“Power your purpose.”

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