Wheaton Brand Guidelines

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BRAND GUIDELINES


Dear Colleagues,

Message from PRESIDENT RYKEN

We are very pleased to present the Wheaton College Brand Guidelines. They have been developed by members of our community who are called and gifted to advance the mission of Wheaton College through excellence in visual communications. This document includes important brand guidelines for logo usage, typography, color palettes and photography style with a variety of sample templates. It has been carefully designed to ensure a balance of consistency and flexibility. Adhering to these guidelines will guarantee that all materials produced with the Wheaton College name represent our brand consistently, resulting in the unified, professional appearance. Thank you for your part in helping to strengthen and support Wheaton College. If you have questions regarding these guidelines, please contact art director, Mary Leiser at x5512 or via email at mary.leiser@wheaton.edu.


TABLE OF CONTENTS

BRAND FOUNDATION

Table of Contents

Our Mission Our Philosophy

03 04

EDITORIAL STYLE GUIDE

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LOGO AND IDENTITY

Formats and Usage Color Palette The Seal

14 22 25

ATHLETICS

Formats and Color Palette Logo and Breakout Usage Jerseys and Numbers

28 30 43

OTHER CAMPUS LOGOS

Examples 45 HoneyRock Formats and Usage 47 Wheaton Associates Formats and Usage 51 DESIGN ELEMENTS

Typography 57 Photography 58 Examples 59 DIGITAL

If you have questions regarding these guidelines, please contact the Wheaton College Department of Marketing Communications at x5512 or via email at mary.leiser@wheaton.edu.

Color Palette 63 Typography 64 Website 65 Video 69 Social Media and Blogs 70

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BRAND FOUNDATION

BRAND FOUNDATION

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BRAND FOUNDATION

Our Mission

Wheaton College serves Jesus Christ and advances His Kingdom through excellence in liberal arts and graduate programs that educate the whole person to build the church and benefit society worldwide.

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BRAND FOUNDATION

Our Philosophy

The goal of marketing is always to move people to some type of ACTION‌getting people to do SOMETHING. The four key words below provide a simple framework to reference as we collaborate together in order to create targeted solutions. Value: Is what we are creating and communicating valuable to the target audience? Accountability: Can we deliver on the promises being made? Simplicity: Have all unnecessary elements been removed (words & design) in order to create the greatest clarity to our audience? Consistency: Is it consistent with and reflective of the Wheaton Brand?

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EDITORIAL STYLE GUIDE

EDITORIAL STYLE GUIDE

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EDITORIAL STYLE GUIDE

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These editorial style guidelines are provided to assist you in writing and editing Wheaton College publications. They serve as the authority for editorial style for the campus, taking precedence over other style manuals. When questions arise that are not covered in this manual, you can find answers in these resources:

academic degrees Following are the correct ways to abbreviate academic degrees [CTS]: • B.A. or

B.S. = Bachelor of Arts/Science Bachelor of Divinity • M.A. = Master of Arts • M.Div. = Master of Divinity • M.T.S. = Master of Theological Studies • Th.M. = Master of Theology • M.F.A. = Master of Fine Arts • Ph.D. = Doctor of Philosophy • Psy.D. = Doctor of Psychology • M.D. = Medical Doctor • D.D. = Doctor of Divinity • J.D. = Juris Doctor • L.H.D. = Doctor of Humanities • Litt.D. = Doctor of Letters

Capitalize formal titles when used immediately before a name; lowercase formal titles when used alone or in constructions that set them off from a name by commas.

• He

Use lowercase for all terms that are job descriptions rather than job titles.

Course titles are capitalized, not italicized, and without quotes. • Dr. Jeffry

Davis, associate professor of English, teaches the course Classical and Early British Literature.

If the name of a department or office is used as an adjective, it should be lowercased. If it is used as a noun, it should be capitalized.

of

science, bachelor of arts Doctoral is an adjective. Doctorate is a noun. • She

academic disciplines, departments, and titles Disciplines should be lowercased, unless they are a part of headline text. Of course, proper nouns within the name must be capitalized. • Her

Never capitalize degrees when they are referred to in general terms.

• She

Stylebook 2015 Style [CTS] • Chicago Manual of Style [CMS] • Webster’s New World College Dictionary • Christianity Today

is an intercultural studies professor. degree is in Middle Eastern studies. • I am going to my English class.

• B.D.=

• doctorate, doctoral, master’s, bachelor’s, master

• AP

received her doctoral degree from Wheaton. received her doctorate from Wheaton.

• The

lecture is held each year in the business and economics department. • The Department of Business and Economics is housed in the Memorial Student Center. • Homecoming was hosted by Alumni Relations. • The alumni relations office hosted Homecoming.

• Professor

of English Emerita E. Beatrice Batson Batson, professor of English

• Dr. E. Beatrice

emerita of biblical and theological studies Dr. Daniel Block • Knoedler Chair of Biblical and Theological Studies Dr. Daniel Block • Dr. Daniel Block, Knoedler chair of biblical and theological studies • chair

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A.D./B.C. The abbreviations for eras are set in small caps with periods. a.d. always precedes the year (e.g., a.d. 1973, but 3000 b.c.). adviser vs. advisor Use adviser. The spelling advisor is obsolete. alumna, alumnus, alumni • Alumna = a female graduate • Alumnae = two or more female graduates • Alumni = two or more male graduates or a combination of male and female graduates • Alumnus = a male graduate alumni, honorary or non-degreed Persons who have attended Wheaton for at least two semesters are considered “non-degreed alumni” but are alumni nevertheless. Generally, the class year for non-degreed alumni is the year they would have graduated; however, check Banner for each individual’s preferred class year. Graduate School students who completed at least two semesters of study but didn’t receive a degree are to be designated as “GS” followed by the year they would have graduated. The Alumni Association may also give “honorary alumna(us)” status to some individuals, designated in alumni materials as hon following the person’s name with no class year.

alumni names, degrees, and class years (for use in materials whose audience is primarily alumni) When the class years of alumni follow their names, it is generally not necessary to use “B.A.” or “B.S.” to distinguish the degree. However, master’s, doctoral, and honorary degrees are to be specified, along with the class year. If alumni have more than one degree, include all of the degrees with the class year. Maiden names of married alumnae are to be included.

Nicknames should be recorded in quotes, following the given name.

The apostrophe before class year abbreviations is the same as a closing single quotation mark: ’ (compare: an opening single quotation mark: ‘ ).

If the husband is an alumnus and his wife is not, there is no need to include her maiden name.

• Timothy A. Stoner

’82 D. Frame B.A. ’38, B.S. ’38 • Jane A. McNally ’39, M.A. ’44 • Ruth Kraft Strohschien ’27, L.H.D. ’72 • Billy Graham ’43, Litt.D. ’56 • Carl F. H. Henry ’38, M.A. ’41, Litt.D. ’68 • John

If the century of the class year could be in question, do not abbreviate. • Charles A. Blanchard

1870 Congdon Kellogg 1902 • Adriel Driver Congdon ’02 (as in 2002) • Ellen

• John “Jack” Doe

’12

• Cassandra “Cassie” Smith

’01

When a husband and wife are both alumni, the husband’s first name and class year precedes the wife’s full name (including maiden name) and class year. • John

• John

’05 and Jane Smith Doe ’04

’67 and Jane Doe

If the wife is an alumna and her husband is not, his name is written with no class year, followed by her full name (first, maiden, married) and class year. • John

and Jane Smith Doe ’67

ampersand Do not use the ampersand to replace “and” unless it is part of the actual name of an organization or company. • Baltimore

& Ohio Railroad

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Bible books Bible books should be spelled out in running text but abbreviated in parenthetical use [CTS]: Gen. Exod. Lev. Num. Deut. Josh. Judg. Ruth 1 Sam. 2 Sam. 1 Kings 2 Kings 1 Chron. 2 Chron. Ezra Neh. Esther Job Ps. (pl. Pss.) Prov. Eccles. Song of Sol.

Isa. Jer. Lam. Ezek. Dan. Hos. Joel Amos Obad. Jon. Mic. Nah. Hab. Zeph. Hag. Zech. Mal. Matt. Mark Luke John Acts

Rom. 1 Cor. 2 Cor. Gal. Eph. Phil. Col. 1 Thess. 2 Thess. 1 Tim. 2 Tim. Titus Philem. Heb. James 1 Pet. 2 Pet. 1 John 2 John 3 John Jude Rev.

Bible verse quotations and references Make certain all quoted material is accurate, down to the punctuation—unless it is clear that the quoted material is the author’s own paraphrase. Check every Scripture reference in text, even if you think you know the reference. To find most common versions of Scripture, go to biblegateway.com. Most Scripture quotations should be followed by specific references. Place the ending quotation marks after the verse or verses quoted and then follow with the reference in parentheses. The closing punctuation (usually a period) follows the reference and is placed outside the parentheses. [CTS] • John

10:3, 5 (refers to verses 3 and 5) 10:3-5 (refers to verses 3, 4, and 5) • In 2 Timothy 2:15 (niv), Paul is exhorting Timothy to. . . . • Paul exhorts Timothy, “Do your best to present yourself to God as one approved” (1 Tim. 2:15a, niv). • John

Bible versions [CTS] When quoting from the Bible, in most cases, it is necessary to cite which version (abbreviated and set in small caps when used with the reference [e.g., 1 Tim. 2:15, esv]). • American

Standard Version (asv) Standard Version (esv) • Good News Bible (gnb) • Jerusalem Bible • King James Version (kjv) • Living Bible (lb) • The Message (the message) • New American Bible (nab) • New American Standard Bible (nasb) • New English Bible (neb) • New International Version (niv) • New Living Translation (nlt) • New Revised Standard Version (nrsv) • New King James Version (nkjv) • Reader’s Digest Bible • Revised English Bible • Revised Standard Version (rsv) • Today’s New International Version (tniv) • English

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capitalization of buildings/locations Campus buildings and locations should not be capitalized unless they are official names. • Wheaton’s

library • Buswell Library • front campus capitalization of common words • administration • Alumni Board • alumni board members • Board of Trustees • email • e-newsletter • faculty • Internet • staff • trustees • Trustee Board • Web • website • webmaster • Wheaton College Board of Trustees

capitalization of religious terms [CTS] • apostle Peter, et al. • biblical • body of Christ (the church) • Book of Genesis, et al. • Calvary • Christlike • church (body of Christ) • church (building) • church (service) • church universal • Cross, the (event, not wood object) • Epistle to the Romans • Epistles, the • evangelical, evangelicalism • God’s Word (Bible) • Godlike • godly • godsend • Good News, the (the gospel) • gospel (adj.) • gospel (John’s gospel, et al.) • Gospel of John (et al.) • gospel, the (Good News) • Gospels, the • he, him, his (i.e., deity; lowercase pronouns for persons of the Trinity unless the meaning is unclear or ambiguous) • kingdom, the • kingdom of God • kingdom of heaven

• non-Christian • Psalm

(but: Psalm 30; Psalms 30-31)

• psalmist, the • Reformation • Reformed

theology

• Reformers • Resurrection, the • Satan • satanic • scriptural • Scriptures(s)

(Bible) school • Trinity, the • unchristian • unscriptural • Word, the (Bible or Christ) • Word of God (Bible) • Sunday

church The word church is capitalized when it forms part of a church or communion (denomination) name but not when it stands alone or is used to denote a religious organization of the world or a particular country. • St. Michael’s

Roman Catholic Church, the Roman Catholic Church (but: the Catholic church) • the Reformed Church in America • the Church of England (but: Reformed churches, Anglican church, Presbyterian church). [CTS]

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colon Leave a single character space, not two spaces, after colons used within a sentence. Capitalize what follows a colon if it is a complete sentence, but lowercase what follows the colon if it is not a sentence. • He

revealed the truth: The senior bench was in his trunk. • We requested the following items: chairs, tables, and tablecloths. commas in a series Elements in a series of three or more should be separated by commas, and when a conjunction joins the last two elements, a comma should be inserted before the conjunction. [CTS, CMS] • The

kindness, consideration, and personal interest of Wheaton’s professors made a lasting impression on him. • Each of the three authors places emphasis on creating spaces that are slow, reflective, quiet, and sacred. When elements in a series are long and complex and carry their own punctuation, they should be separated by a semicolon instead of a comma. • Adams

Hall has two galleries for student and professional exhibits; studio spaces for painting, photography, and graphic design; and six smart classrooms.

College, the When the words the College are used instead of Wheaton College, the word College is capitalized. If used as an adjective, the word college is lowercased.

Month and Year: Do not place a comma between month and year if the day of the month is omitted. Always spell out the month.

• the

• We

college administration college community • After she graduated from the College, she attended Georgetown University for a master’s in linguistics.

changed typesetters in March 1983.

• the

Conservatory of Music Wheaton College’s Conservatory of Music should never be abbreviated to just “Conservatory”. It should always be referred to as “Conservatory of Music.”

Month, Day, and Year: When the usual month-day-year sequence is used, the year is always set off within commas, and the day is always listed as an Arabic figure without st, nd, rd, or th. [CTS, AP] • Grover

Cleveland was born on March 18, 1837, and became the 22nd and 24th President of the United States.

dates Abbreviations for months of the year:

Abbreviations for Days of the Week:

Jan. Feb. Mar. Apr.

Sun. Mon. Tues. Wed.

May June July Aug.

Sept. Oct. Nov. Dec.

Centuries: Particular centuries are spelled out and lowercased. • the

twenty-first century twentieth-century phenomenon • the eighth and ninth centuries • from the twelfth to the fourteenth century • the nineteen hundreds • a

Decades: When referring to decades, add an s (but no apostrophe) to the year: the 1960s.

Thurs. Fri. Sat.

Seasons and Semesters: In general, lowercase the names of seasons and semesters (autumn, fall, spring, summer, winter), even when used with a year (e.g., fall 2013, spring ’88). Years: When abbreviating a particular year, use an apostrophe to show the omission: class of ’80. When connecting multiple years with a hyphen, only include the last two digits of the final year, except if the last year is in a different century from the first year. • 2013-14 • 1987-93 • 1999-2001

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Emeritus status Titles for professors who have been granted emeritus status should be written in the following style as per the College catalog: • Professor

of (discipline) Emeritus

For Christ and His Kingdom See “motto” HoneyRock It is preferred that, at its first mention, both the title and description of HoneyRock are used: HoneyRock – Outdoor Center for Leadership Development of Wheaton College. Thereafter, use HoneyRock. (HoneyRock Camp should never be used.) hyphens Use hyphens (not en-dashes) to separate numbers, months, and years; but never use a hyphen to replace the word “to” when preceded by “from.” • 4:00-5:00

p.m. 4:00 to 5:00 p.m. • pp. 55-70 • September-June • from September to June • from

Hyphens should be used for clarity when a compound adjective precedes a noun, and the omission of the hyphen would cause ambiguity. Do not hyphenate compounds formed by an adverb ending in “ly” plus an adjective or participle.

Generally, if you are undecided about whether or not to hyphenate, don’t. • Christ-centered

education website • Nicely phrased sentence • Self-motivated employees • 100-year-old tradition • User-friendly

When forming nouns, adjectives, and verbs that indicate occupation or status, use a hyphen; for other combinations of words, you don’t need one. • co-author • co-pilot • co-worker • co-owner • coeducational • coexist

initials for personal names A space should be placed between initials that are used as names, except when initials are used alone. • C. S. Lewis • J. R. R. Tolkien • JFK

motto When used as Wheaton’s motto, “For Christ and His Kingdom” should be written in title case and placed within quotation marks (not italicized). If you are using the words - for Christ and his kingdom - as content, but not as the motto, note the differences in capitalization. No quotes are used.

numbers All cardinal numbers above 10 are written as figures; all below 10 are spelled out. The number ten is a “swing” figure: spell it out when used alone or with numbers under ten; use the figure 10 if other numbers in the context are above 10. If one number in a sentence is written as a figure (above 10), all the rest of the numbers relating to the same class of things must be written as figures as well. This should hold true through the entire paragraph. • He

met with five alumni. invited ten professors. • She spoke to 10 students and 14 parents. • There were 23 students in the class, and 5 came late. • INCORRECT: There were 23 students in the class, and five came late. • They

Avoid beginning a sentence with a number, but if you must, spell it out. [CTS] • Two

hundred and twenty-three people attended the event. • The event was attended by 223 people. • INCORRECT: 223 people attended the event. All ordinal numbers above 10 are abbreviated: 11th, 51st, 500th anniversary, 18th century. (Note: Do not use superscripts when abbreviating ordinal numbers.) Use numerals with the mark % or the word percent. Use a comma whenever numbers get into the thousands (e.g., 5,263, 125,000). However, do not use a comma when referring to a year (e.g., 1998, 2012).

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periods, spacing after In typeset text leave a single character space after the period between sentences. quotation marks Periods and commas precede closing quotation marks, whether double or single. • Growing

up, we always preferred to “bear those ills we have.” • “Thus conscience does make cowards of us all,” she replied. • “Wheaton College is,” he said, “committed to the motto ‘For Christ and His Kingdom.’” Question marks and exclamation points should be placed inside quotation marks only when they are part of the quoted material. • President

Blanchard replied, “Why did I come to Wheaton College?” • Where was President Blanchard when he said, “I believe the Lord had need of Wheaton College”? telephone numbers Use periods to separate telephone numbers: 630.752.5000

time of day Lowercase a.m. (ante meridiem) and p.m. (post meridiem), though these sometimes may appear in small capitals, with or without periods. [CMS] United States Abbreviate as U.S. when used as an adjective but not as a noun. • He • He

is a U.S. citizen. is a citizen of the United States.

Web addresses In text, avoid including long or complex Web addresses (URLs). Use the simplest URL that works. It is often not necessary to include “http://www” in front of the URL, but always test the URL exactly as you intend to print it to make sure that it will work. For example, since wheaton.edu works, it is not necessary to write the long form, http://www. wheaton.edu. Do not underline or hyperlink URLs in print. Only include hyperlinked URLs in documents that are meant to be viewed on a computer screen (e.g., emails, PowerPoint presentations). When typesetting a website link, please use only lowercase characters. Example: wheaton.edu/ theology. Should an actual phrase follow the slash, use sentence case for easier readability. Example: wheaton.edu/VanguardWheaton.

“Wheatie” This term is used to informally describe Wheaton alumni and non-alumni on occasion. Wheaton Magazine When referring to the magazine that is published three times a year, it is to be written with both words capitalized and the word “Wheaton” italicized - i.e. Wheaton Magazine.

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LOGO AND IDENTITY

LOGO AND IDENTITY

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Logo Formats

Preferred logo configuration

The Wheaton College logo is the banner under which we meet our public. Therefore, it must be used wisely, consistently and correctly to prevent a disorganized, incongruent representation of the College.

PMS 2945 C 100 M 45 Y 0 K 14

The configuration on the top is the preferred format and is to be used whenever possible. In some instances where vertical space is limited, the horizontal format on the bottom may be used.

PMS 424 C 0 M 0 Y 0 K 61

Note: Every printed publication that is to represent the college and bears the Wheaton College logo must be approved by the Wheaton College Department of Marketing Communications before it goes to print. This ensures that a consistent visual brand is maintained, regardless of who is producing the material. Please note that when the college logo appears more than once on a printed material, the second instance should include the copyright symbol. Contact the Department of Marketing Communications office to obtain this alternative logo.

Horizontal format (used in rare instances where vertical space is limited)

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Logo Formats

Preferred logo configuration

The Wheaton College Graduate School logo must be used wisely, consistently and correctly to prevent a disorganized, incongruent representation of the School. The configuration on the top is the preferred format and is to be used whenever possible. In some instances where vertical space is limited, the horizontal format on the bottom may be used.

PMS 2945 C 100 M 45 Y 0 K 14

PMS 424 C 0 M 0 Y 0 K 61

The configuration on the top is the preferred format and is to be used whenever possible. In some instances where vertical space is limited, the horizontal format on the bottom may be used. Note: Every printed publication that is to represent the college and bears the Wheaton College Graduate School logo must be approved by the Wheaton College Department of Marketing Communications before it goes to print. This ensures that a consistent visual brand is maintained, regardless of who is producing the material.

Horizontal format (used in rare instances where vertical space is limited)

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Minimum Size and Clear Space

Minimum size of logo

These specifications outline the minimum size allowance and mandatory clear space for each format of the Wheaton College logo. In those rare instances that may require a smaller reproduction, contact the Wheaton College Department of Marketing Communications for guidance.

1.5 inches wide

Clear space around logo

1.8355 inches wide

The mandatory clear space on all four sides of the logo is shown here. All text, graphic elements and page edges must be outside of this clear space.

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Minimum Size and Clear Space

Minimum size of logo

These specifications outline the minimum size allowance and mandatory clear space for each format of the Wheaton College Graduate School logo. In those rare instances that may require a smaller reproduction, contact the Wheaton College Department of Marketing Communications for guidance.

1.5 inches wide

Clear space around logo

1.8355 inches wide

The mandatory clear space on all four sides of the logo is shown here. All text, graphic elements and page edges must be outside of this clear space.

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Logo on White Background

When the logo is displayed on a white background it should be two colors: PMS 2945 (the tower) and PMS 424 (the logotype and the motto). In instances where the logo must be reproduced in one color, use PMS 2945, PMS 424 or black.

PMS 2945

PMS 424

C 100 M 45 Y 0 K 14

C 0 M 0 Y 0 K 61

Black

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Improper Logo Usage

The logo has been distorted vertically or horizontally.

The examples on this page and the next one demonstrate some improper uses of the Wheaton College logo.

The logo has been tilted.

Part of the logo or tagline has been cropped.

The tower is in use without the logotype and tagline.

The logotype and/or tagline is in use without the logomark.

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The elements have been arranged into a different configuration.

The proportions of the logo elements have been altered.

Wheaton College Identity Standards Manual

Wheaton College Identity Standards Manual

The Logo Mark

The Logo Mark

The Logo Mark

2.2

The Logo Mark

The only acceptable logo mark is pictured on this page. It may not be reconstructed or altered in any way. It must be reproduced from reproductionquality art or from highresolution digital files. Refer to page 2.7 for the minimum size restrictions information.

Wheaton College Identity Standards Manual

Never croplogo any part of theThe logo mark cannot be The onlyNever crop logo any part of the The logo mark cannot beThe only acceptable Never croplogo any part of theThe logo mark cannot be The logo mark cannot beThe only acceptable acceptable logo mark. logo mark. logo mark. used without the logotype,mark is pictured used without the logotype, mark is pictured used without the logotype,mark is pictured used without the logotype, on this page. on this page. on this page. except in special situationsIt may not be reconstructed or except in special situations It may not be reconstructed or except in special situationsIt may not be reconstructed or except in special situations such as building signage, altered in any way. It must be such as building signage, altered in any way. It must be such as building signage, altered in any way. It must be such as building signage, merchandising and promotional merchandising and promotional merchandising and promotional merchandising and promotional reproduced from reproductionreproduced from reproductionreproduced from reproductionmaterials. In these cases the materials. In these cases thequality art or from highmaterials. In these cases the materials. In these cases the quality art or from highquality art or from highlogo mark and the Wheaton logo mark and the Wheaton logo mark and the Wheaton logo mark and the Wheaton resolution digital files. Refer resolution digital files. Refer resolution digital files. Refer College name must remainto page 2.7 for the minimum College name must remainto page 2.7 for the minimum College name must remainto page 2.7 for the minimum College name must remain consistent in proportion and consistent in proportion and consistent in proportion and consistent in proportion and size restrictions information. size restrictions information. size restrictions information. position as described on page 2.6 position as described on page 2.6 position as described on page 2.6 position as described on page 2.6

Never crop any part of the logo mark.

2.2

2.2

Part of the tower has been duplicated to create a pattern.

The Logo Mark

2.2

The Logo Mark

2.2

Wheaton College Identity Standards Manual

The Logo Mark

2.2

2.2

The logo has been recreated and/or substituted with another typeface.

The only acceptable logo mark is pictured on this page. It may not be reconstructed or altered in any way. It must be reproduced from reproductionquality art or from highresolution digital files. Refer to page 2.7 for the minimum size restrictions information.

The Logo Mark

Improper Logo Usage

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Wheaton College Identity Standards Manual

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Never croplogo any part of theThe logo mark cannot be The onlyNever crop logo any part of the The logo mark cannot beThe only acceptable Never croplogo any part of theThe logo mark cannot be The logo mark cannot beThe only acceptable acceptable logo mark. logo mark. logo mark. used without the logotype,mark is pictured used without the logotype, mark is pictured used without the logotype,mark is pictured used without the logotype, on this page. on this page. on this page. except in special situationsIt may not be reconstructed or except in special situations It may not be reconstructed or except in special situationsIt may not be reconstructed or except in special situations such as building signage, altered in any way. It must be such as building signage, altered in any way. It must be such as building signage, altered in any way. It must be such as building signage, merchandising and promotional merchandising and promotional merchandising and promotional merchandising and promotional reproduced from reproductionreproduced from reproductionreproduced from reproductionmaterials. In these cases the materials. In these cases thequality art or from highmaterials. In these cases the materials. In these cases the quality art or from highquality art or from highlogo mark and the Wheaton logo mark and the Wheaton logo mark and the Wheaton logo mark and the Wheaton resolution digital files. Refer resolution digital files. Refer resolution digital files. Refer College name must remainto page 2.7 for the minimum College name must remainto page 2.7 for the minimum College name must remainto page 2.7 for the minimum College name must remain consistent in proportion and consistent in proportion and consistent in proportion and consistent in proportion and size restrictions information. size restrictions information. size restrictions information. position as described on page 2.6 position as described on page 2.6 position as described on page 2.6 position as described on page 2.6

Wheaton College Identity Standards Manual

Wheaton College Identity Standards Manual

Wheaton College Identity Standards Manual

Wheaton College For Christ and His Kingdom

Never crop any part of the logo mark.


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Logo Backgrounds The Wheaton College and Wheaton College Graduate School logo may be reversed out as white on a photographic background, as long as contrast and legibility is properly maintained. The examples to the right show photographs with backgrounds that provide acceptable simplicity and contrast. The logo should never be used on a background that compromises legibility by creating a contrast that is too subtle or weak. The examples to the right also show backgrounds that are too complex and busy, or don’t provide enough contrast to be considered properly legible.

Acceptable Logo Backgrounds

Unacceptable Logo Backgrounds

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Color Palette for Coated Paper

The colors shown below constitute the approved color palette for all Wheaton College marketing vehicles printed on coated paper. When specifying a coated paper, use high-quality white paper with a satin finish whenever possible.

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The blue blend was developed to create an interesting color field in printed and electronic media, and may also be used as a background for the logo. Pages 59 – 61 of this PDF show recommended examples of color use.

PMS 2945 C

PMS 424 C

PMS Cool Gray 2 C

PMS 295 C

C 100 M 53 Y 2 K 16

C 0 M 0 Y 0 K 61

C 0 M 0 Y 0 K 10

C 100 M 69 Y 8 K 54

PMS 159 C

PMS 370 C

PMS 484 C

PMS 7459 C

C 1 M 72 Y 100 K 7

C 61 M 1 Y 100 K 25

C 8 M 92 Y 100 K 33

C 100 M 9 Y 9 K 13

PMS 124 C

PMS 7474 C

Blue Blend (left)

Blue Blend (right)

C 0 M 30 Y 100 K 0

C 96 M 9 Y 32 K 29

C 100 M 50 Y 0 K 75

C 100 M 50 Y 0 K 40


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Color Palette for Uncoated Paper

The colors shown below constitute the approved color palette for all Wheaton College marketing vehicles printed on coated paper. When specifying an uncoated paper, use high-quality white paper with a smooth finish whenever possible.

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The blue blend was developed to create an interesting color field in printed and electronic media, and may also be used as a background for the logo. Pages 57 – 59 of this PDF show recommended examples of color use.

PMS 2945 U

PMS 424 U

PMS Cool Gray 2 U

PMS 295 U

C 100 M 50 Y 1 K 15

C 0 M 0 Y 0 K 61

C 0 M 0 Y 0 K 10

C 99 M 51 Y 8 K 36

PMS 717 U

PMS 377 U

PMS 7621 U

PMS 7697 U

C 0 M 53 Y 97 K 6

C 44 M 3 Y 98 K 20

C 7 M 78 Y 70 K 12

C 52 M 2 Y 4 K 27

PMS 7406 U

PMS 320 U

Blue Blend (left)

Blue Blend (right)

C 1 M 17 Y 93 K 3

C 93 M 0 Y 36 K 0

C 100 M 50 Y 0 K 75

C 100 M 50 Y 0 K 40


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Logo on Color When using the logo on a background other than white, contrast and legibility is very important. If the logo is reproduced on any of the colors of the approved palette it should reverse out as white. This is also the case if the logo is used on a black background. The two examples at the bottom show the correct use of the logo on the dark blue blended background. In these instances, the logotype and motto should reverse out as white. The example on the bottom-left allows for the tower to be PMS 2945. When the blue tower is used on the dark blue blended background it must be positioned left of center of the blended background. (This will ensure the best contrast and legibility.)

LOGO AND IDENTITY

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The Seal Wheaton College was founded in 1860. The official Wheaton College seal conveys a strong sense of our rich heritage, including our motto, “Christo et Regno Ejus” (“For Christ and His Kingdom”). While use of the seal is not restricted to legal documents and diplomas, it is most often used on materials whose message is primarily academic, historical or distributed by the president’s office. Whenever the seal is used on printed material, it must be used in conjunction with the Wheaton College logo. See page 16 for usage rules and examples.

PMS 424 C 0 M 0 Y 0 K 61

Size The minimum size for the seal is 1/2 inch. It should also have at least 1/2 inch of clear space surrounding it on all sides. There is no limit to the maximum size of the seal, but please contact the office of Marketing Communications if you would like it to be larger than 3-1/2 inches. Color When appearing on a white or light grey background, the seal should be PMS 424 grey. When appearing on a background other than white or light grey, the seal should reverse out as white. When the seal is to appear in conjunction with the Wheaton College logo, it should be the more subtle PMS Cool Gray 2.

PMS Cool Gray 2 C 0 M 0 Y 0 K 10

Reverse seal as white on backgrounds other than white or light grey.


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Seal Usage When appearing on a dark or colored background, the entire seal should reverse out as white. When appearing on a white or light background, the entire seal should be PMS 424 Gray or PMS Cool Gray 2 (or the CMYK or RGB equivalents). Whenever the seal is used on printed material other than a diploma, it must be used in conjunction with the Wheaton College logo as a watermark and reproduce in PMS Cool Gray 2 (or the CMYK or RGB equivalents). If unique circumstances arise concerning use of the seal, please contact the Wheaton College Department of Marketing Communications for guidance.

LOGO AND IDENTITY

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ATHLETICS

ATHLETICS

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Logo Formats

Primary logo

It could be argued that more people experience the Wheaton College brand through athletics than any other medium. Therefore, it is vitally important that we protect this entity of the College with consistent standards. If you have any questions about the athletics standards, please contact Brett Marhanka, Athletics Communications Director or Mary Leiser, Art Director. The official Wheaton College logo is not required to appear with athletic logos. The primary logo provides the foundation for the three breakouts. When the logo or any of the breakouts is used, it must be used in its entirety and never altered. Never combine two breakouts, or closely combine the primary logo with a breakout. In those rare instances in which the primary logo and one or more of the breakouts must appear on apparel or printed material, they should be on separate sides, panels, pages, etc. so as not to be visible at the same time. A common misuse of the logo and/or breakouts is improper background color. Please pay close attention to the rules on pages 31, 35, 38, and 41 as the logo/breakout artwork may be different for each of the four background colors.

Three breakouts

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Logo Colors The blue and orange used in the athletics logos are the same as in the College brand palette (see pages 22 and 23 of this document). All logos can only be applied to a white, grey, orange or blue background field. Please note that artwork on a colored background is often different from artwork on white. It is vital that the appropriate artwork coordinates with the correct background color. Given the inexact nature of color matching when embroidering or silkscreening, a broader palette of grey, orange, and blue may occasionally have to be considered. This is especially true as different vendors and materials are used. For clothing fabric please stay close to the white, grey, orange and blue within the College palette. When printing a background color, please reference the brand standards CMYK or PMS colors.

Logo colors when produced on a coated paper or material

PMS 159 C

PMS 295 C

C 1 M 72 Y 100 K 7

C 100 M 69 Y 8 K 54

Logo colors when produced on an uncoated paper or material

PMS 717 U

PMS 295 U

C 0 M 53 Y 97 K 6

C 99 M 51 Y 8 K 36

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Minimum Size and Clear Space for the Primary Logo

Minimum size of logo

1.25 inches wide

These specifications outline the minimum size allowance and mandatory clear space for the primary logo. In those rare instances that you may require a smaller reproduction, contact the Department of Marketing Communications. Clear space around logo

The mandatory clear space on all four sides of the primary logo is shown here. All text, graphic elements and page edges must be outside of this clear space.

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The Primary Logo on Backgrounds The primary logo must be used in its entirety and on the proper background color. Please note that the logo artwork is different for each of the four background colors. In those rare instances that you feel a background color other than the four shown here may be necessary, contact the Department of Marketing Communications.

ATHLETICS

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Improper Usage of the Primary Logo The examples on this page demonstrate some improper uses of the primary athletic logo.

The word “Wheaton” has been removed from the logo.

The “W” and/or “Wheaton” have been straightened.

The logo featuring the orange W has been used on a background color other than blue.

The cloud has been removed.

The font has been changed.

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Improper Usage of the Breakouts

The word “Wheaton� from the primary logo has been added to the Thunder breakout.

The examples on this page demonstrate some improper uses of the breakouts. The W and Thunder breakouts have been combined.

The W and Wheaton breakouts have been combined.

The cloud and Thunder breakout have been extracted from the logo.

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Minimum Size and Clear Space for the W Breakout These specifications outline the minimum size allowance and mandatory clear space for the W breakout. In those rare instances that may require a smaller reproduction, contact the Department of Marketing Communications.

Minimum size of W breakout

1 inch wide

Clear space around W breakout

The mandatory clear space on all four sides of the W breakout is shown here. All text, graphic elements and page edges must be outside of this clear space.

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The W Breakout on Backgrounds The W breakout must be used on the proper background color. Please note that the logo artwork is different for each of the four background colors. In those rare instances that you feel a background color other than the four shown here may be necessary, contact the Department of Marketing Communications.

ATHLETICS

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Improper Usage of the W Breakout

The W has been straightened and/or distorted.

The examples on this page demonstrate some improper uses of the W breakout. Wording has been added above the W.

The breakout featuring the orange W has been used on a background color other than blue.

Wording has been added across the W.

Wording has been added below the W.

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Minimum Size and Clear Space for the Wheaton Breakout

Minimum size of logo

The Wheaton breakout can stand alone or be used in conjunction with an approved team or athletic department.

1.5 inches wide

Clear space around logo

Clear space = “A� letter height

1.5 inches wide

The mandatory clear space on all four sides of the logo is shown here. All text, graphic elements and page edges must be outside of this clear space.

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The Wheaton Breakout on Backgrounds It is vital that the appropriate Wheaton breakout artwork is used on the correct background color. (The breakout includes white trim when appearing on the grey, orange or blue background.) In those rare instances that may require a background color other than the four shown here, contact the Department of Marketing Communications. The team name may appear under the breakout. This sampling of team names illustrates how lettering must appear below the breakout. Please note that the color of the team name is different on a colored background than it is on white.

ATHLETICS

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Improper Usage of the Wheaton Breakout

The Wheaton breakout has been straightened or distorted.

The examples on this page demonstrate some improper uses of the Wheaton breakout. Wording has been added above the Wheaton breakout.

The size of the elements has been altered.

The typeface for the Wheaton breakout has been changed.

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Minimum Size and Clear Space for the Thunder Breakout

Minimum size of logo

The Thunder breakout can stand alone or be used in conjunction with an approved team or athletic department.

1.5 inches wide

Clear space around logo

Clear space = “N� letter height

1.5 inches wide

The mandatory clear space on all four sides of the logo is shown here. All text, graphic elements and page edges must be outside of this clear space.

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The Thunder Breakout on Backgrounds It is vital that the appropriate Thunder breakout artwork is used on the correct background color. (The breakout includes white trim when appearing on the grey, orange or blue background.) In those rare instances that may require a background color other than the four shown here, contact the Department of Marketing Communications. The team name may appear under the breakout. This sampling of team names illustrates how lettering must appear below the breakout. Please note that the color of the team name is different on a colored background than it is on white.

ATHLETICS

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Improper Usage of the Thunder Breakout

The Thunder breakout has been straightened or distorted.

The examples on this page demonstrate some improper uses of the Thunder breakout. Wording has been added above the Thunder breakout.

The size of the elements has been altered.

The typeface for the Thunder breakout has been changed.

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Jersey Number Sizes and Color Combinations While the typeface for numbers is impossible to regulate, maintaining consistency in color will help protect the athletics brand. This page shows the approved colors for numbers and outlines on blue, white and orange jerseys. Note that the outline of a number can be eliminated in order to provide a single-color, less-expensive option. The size of the Wheaton breakout in relation to the athlete numbers should not vary from these proportions. If athlete numbers are used in conjunction with the Thunder breakout, please observe these same proportions.

ATHLETICS

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OTHER CAMPUS LOGOS

OTHER CAMPUS LOGOS

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Logos that are used primarily for communication to people off campus should be created or approved by the Department of Marketing Communications, and used in conjunction with the Wheaton College logo. It is not appropriate for departments, offices or buildings to have a logo.

Alumni Relations

Besides the color options shown here, the Alumni Association logos can be reproduced as black or reversed as white. It can be used alone, without the college logo.

PMS 424 C 0 M 0 Y 0 K 61

PMS 295 C C 100 M 69 Y 8 K 54

PMS 159 C C 1 M 72 Y 100 K 7

Advancement Divisions & Campaign

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R 126 G 128 B 131


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Centers & Institutes

Other

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Logo Formats

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Preferred logo configuration

The breadth of Wheaton College’s audiences are increased greatly through HoneyRock. It is important that on all marketing material both HoneyRock and Wheaton College logos appear. The following guidelines ensure that the HoneyRock logo is used correctly.

PMS 2945 C C 100 M 53 Y 2 K 16

When the logo is displayed on a white background it should be three colors: PMS 2945 (blue), PMS 370 (green), and PMS 124 (yellow). In instances where the logo must be reproduced in one color, use black. It can also be used on a colored background and reversed out in white like the College logo on page 24.

PMS 370 C

Please also see editorial style for how to describe HoneyRock’s affiliation with the College.

C 0 M 30 Y 100 K 0

C 61 M 1 Y 100 K 25

PMS 124 C

One Color logo option


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Minimum Size and Clear Space

Minimum size of logo

These specifications outline the minimum size allowance and mandatory clear space for each format of the HoneyRock logo. In those rare instances that may require a smaller reproduction, contact the Wheaton College Department of Marketing Communications for guidance.

1.8355 inches wide

Clear space around logo

The mandatory clear space on all four sides of the logo is shown here. All text, graphic elements and page edges must be outside of this clear space.

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Improper Logo Usage

The logo has been distorted vertically or horizontally.

The examples on this page and the next one demonstrate some improper uses of the HoneyRock logo.

The logo has been tilted.

Part of the logo has been cropped or is in use without the logomark.

The trees are in use without the logotype.

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Improper Logo Usage

The elements have been arranged into a different configuration.

The proportions of the logo elements have been altered.

Part of the trees has been duplicated to create a pattern or forest.

The logo has been recreated and/or substituted with another typeface.

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Logo Formats

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Preferred logo configuration

The Wheaton Associates are a nationwide network under the banner of Wheaton College who foster the development and support of Wheaton College students.

PMS 7697 U C 58 M 33 Y 26 K 1

Uncoated paper is to be used for all Wheaton Associates print material. Avoid using digital press machines unless the color can be printed without a sheen.

PMS 424 U C 0 M 0 Y 0 K 61

Alternate primary logo configuration (used in instances where vertial space is limited)


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Minimum Size and Clear Space

Minimum size of logo

These specifications outline the minimum size allowance and mandatory clear space for each format of the Wheaton Associates logo. In those rare instances that may require a smaller reproduction, contact the Department of Marketing Communications for guidance.

0.85 inches wide

Clear space around logo

1.35 inches wide

The mandatory clear space on all four sides of the logo is shown here. All text, graphic elements and page edges must be outside of this clear space.

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Improper Logo Usage

The logo has been distorted vertically or horizontally.

The examples on this page and the next one demonstrate some improper uses of the Wheaton Associates logo.

The logo has been tilted.

Part of the logo has been cropped.

The trees are in use without the logotype and tagline.

The logotype and/or tagline is in use without the logomark.

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Improper Logo Usage

The elements have been arranged into a different configuration.

The proportions of the logo elements have been altered.

Part of the logo has been duplicated to create a pattern.

The logo has been recreated and/or substituted with another typeface.

WHEATON associates

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Logos for student organizations should be created or approved by the Department of Marketing Communications, and should adhere to the color palette outlined on page 22.

Student Organizations

UNION

These logos should be used when communicating with an internal audience only. Any communication with an external audience should carry the Wheaton College logo with the name of the student organization listed within the text of the letter or printed piece. W

Option A.1

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DESIGN ELEMENTS

DESIGN ELEMENTS

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Typography

Neutraface

Bembo

B

Bembo and Neutraface are the typefaces approved for use in all materials. Bembo is generally used for substantial copy or text areas, and can also be used in brochure or ad headlines. Neutraface is generally used for supporting copy, headlines, etc.

Bembo Regular Bembo Italic Bembo SemiBold Bembo SemiBold Italic

N

Neutraface Text Light Neutraface Text Light Italic Neutraface Book Neutraface Book Italic Neutraface Demi Neutraface Demi Italic Neutraface Bold Neutraface Bold Italic Neutraface Slab Text Light Neutraface Slab Text Light Italic Neutraface Slab Text Book Neutraface Slab Text Book Italic Neutraface Slab Text Demi Neutraface Slab Text Demi Italic Neutraface Slab Text Bold Neutraface Slab Text Bold Italic

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Photography Photography is an important and influential ingredient of our visual brand. Images should be selected very carefully. Illustrations, cartoons, line drawings, clip art, etc. are not appropriate in our visual system. Photos should communicate a personality that is inviting, real and honest. They should be intriguing, simple and always chosen with the purpose of telling a story. Our design guidelines allow for the use of a strong horizontal photo (as long as the subject matter is still visually strong and recognizable).

DESIGN ELEMENTS

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Examples Proper use of these brand guidelines will allow for designs that are creative, inviting and visually compelling, while also remaining consistent, structured and simple. This page and the two following provide some hypothetical examples of pieces that comply with brand standards, but also remain fresh and vibrant through the use of color, photography and typography.

YOUR FUTURE

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

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Examples

Whether designing a piece that is a single page or multiple pages, vertical or horizontal, simplicity and negative space should always be considered.

This brochure incorporates a horizontal format, and illustrates the use of solid color pages next to a single compelling image.The tight photo cropping adds interest.

The blue blend background creates an interesting field for the logo and headline.The examples on the right show how colors from the approved palette may be used with a subtle transparent effect which allows some of the photo to show through.

YO U R FUTURE

HEADING GOES HERE Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

YO U R FUTURE

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

YOUR FUTURE

YOUR FUTURE Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

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Examples

HEADLINE GOES HERE

Flyers, ads, and other single page documents should be simple and to the point. Compelling photos and colors from the approved palette should work together in unstructured grids and panels.

HEADLINE HEADLINE Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur in culpa qui officia deserunt mollit anim id est laborum.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

This example shows the use of the blue blend as a background field for the headline, and a supporting color band from the approved palette. Multiple photos may also be used together in a grouping and in a variety of sizes, as long as there is a clean edge of contrast between the images chosen.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

This hypothetical design combines a single photo, a transparent color panel of text, a blue headline bar (using the blue from our logo), as well as plenty of white space.The result is a simple, structured design that is visually compelling.

headline

In this example, a full-bleed photo sits atop a green field which accommodates the logo reversed out as white. The gold color from the approved palette is used as a compliment to the green. The solid color behind the text maintains legibility over a background photo that is fairly complex.

The short headline in this example is reversed out of a portion of the photo that offers simplicity and contrast. Larger blue text is used in a white field, and light gray bars provide a sophisticated, stately mood.

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DIGITAL

DIGITAL

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Color Palette

The Hexidecimal colors listed below constitute the approved color palette for the Wheaton College website and digital marketing. These colors have been specially selected to be used as individual, solid tones or in unique combinations.

The blue blend was developed to create an interesting color field in printed and electronic media, and may also be used as a background for the logo.

Hex #0069aa

Hex #7e8083

Hex #e6e6e6

Hex #00447c

Hex #e36f1e

Hex #78a229

Hex #b32317

Hex #56a0d3

Hex #e7a614

Hex #00929f

Blue Blend (left)

Blue Blend (right)

Hex #00244c

Hex #004a80

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Typography

The typefaces approved for use in the Wheaton College website are Lucida and Georgia. Neutraface and Bembo can also be used for digital marketing and media. See “Design Elments - Typography.�

Lucida

L

Lucida Roman Lucida Italic Lucida Bold Lucida Bold Italic

Georgia

G

Georgia Regular Georgia Italic Georgia Bold Georgia Bold Italic

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Website

Framework The Wheaton College website (www.wheaton.edu) runs on a content management system called Sitecore which provides several static page templates. The sizes and placement of elements on the page such as text columns, sidebars, headers and banners are preset within the templates. Colors, fonts, logos and other graphic elements are also, for the most part, predetermined by the templates. This approach provides brand consistency throughout the site, while allowing flexibility to update and customize content. Within these static templates, content items such as text, images, banners, video and widgets can be altered by users who have been given permissions. We encourage all Wheaton College groups or organizations to maintain their web presence within the www.wheaton.edu domain using the Sitecore templates in order to: • Maintain consistency with the Wheaton brand • Easily create and update new pages • Take advantage of our web team’s availability to help with training and trouble-shooting • Benefit from the traffic already coming to Wheaton’s site (over 200,000 visits per month), making your page more likely to be found by search engines

The College’s homepage, wheaton.edu is the public face of the College. Its mission is to communicate strategic messages to external audiences, with particular focus on telling the

stories of extraordinary accomplishments by our community. The primary audience is prospective students, but also includes alumni, donors, parents, faculty and staff.

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Website: Primary Landing Page Your web pages will be the first contact many people have with your department or group. The following tips can help you build pages that attract the right visitors and tell your story most effectively.

Required Banner: Located at the very top of the page • Usually a photo. Avoid using images with text in this space. Lead Text: Provides an introduction to the page • Provide a short summary of the content of the page using 2-3 lines, in sentence format. • Be sure to include keywords for which people may search. • This should not be the first sentence of the top paragraph. Right Widgets: Callouts to lead people through your pages or other pertinent pages on wheaton.edu • Use an image for the top half of the box • Feature content your users want to see • Feature content you want your users to see • Create calls to action • Feature no more than 3 per page Optional Video or Photo Gallery • Feature activities, events or learning experiences to help people better understand the distinctives of your department, group or organization Contact Module • Can be used on any page • Can be updated once to make global changes

DIGITAL

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Website: Sub-Pages Required Lead Text Contextual Page Title • Your page title should make it clear to a visitor landing on the site for the first time what the page is about. Don’t just use, “Courses” as your title. Instead, use “Chemistry Courses.” At least one Right Widget • Lead users through the site and/or offer a call to action (no more than 3 per page) Optional Social Media Module • Link directly to your social media channels. Related Links • Module that can be used on any page to lead people to related items of interest in other parts of the site (for instance, an article on another department’s site). Hyperlinks • Great way to highlight important information • Can be used anywhere in paragraph text • Avoid using hyperlinks in headlines as it is confusing to readers Center Widgets • Break up your text with important calls to action • Look best with an image

DIGITAL

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Website

Best Practices for Content Highlight the Benefits Don’t just describe your department. Explain the benefits! Every descriptive statement should include information that answers any of the following questions: • What is distinctive about your department or organization? • What will the student learn or experience? • How will they benefit during their college years? • How will they be prepared for future opportunities? • Why is this important? So what?

Always Include a Call to Action You want people to do more than read your content. You need them to DO something. Here are some examples of next steps. • Read more (preferably link to another page in wheaton.edu) • Watch a video • Request more info • Apply now • Sign up • Come to our event/register • Fill out a form

We Can Help! Contact the web team at the.web@wheaton.edu to find out more about the following resources: • Consulting on marketing web strategy • Technical support and training • Copywriters • Searchable photo database with over 30,000 photos of Wheaton people, events, buildings, etc.

Make Your Content Easy to Scan Web users don’t read your content; they scan through it for relevant or interesting information. To keep your information easy to scan, • Break content into smaller sections • Use headlines to define sections • Use bulleted lists • Provide context and don’t use insider language • Use keywords (Wheaton College, your department name, your specialties) in your text • Use active, simple, personal language

Website Image Dimension Standards (PDF) Sitecore CMS Standards (PDF)

Additional Resources The following documents are also available on Wheaton’s Intranet:

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Video

Video Process • Notify Kevin Schmalandt via email about the project, the chosen vendor (if using), and the first meeting regarding the project. He will then send you the Wheaton College Brand Guidelines and logos to forward to the vendor. • Invite Kevin into the initial brainstorming sessions and/or communication with the vendor to ensure that the creative direction aligns with the standards. • Formally submit final video to Kevin for approval. • Once approved, contact the web team at the.web@wheaton.edu regarding where it is best placed and hosted.

Video has become an increasingly effective way to communicate. Whether posted on a website, used in social media, sent to an outside audience, or shown at an event, it is important that Wheaton’s videos reinforce the brand standards of the College. By

Video Guidelines • Unlicensed use of copyrighted music, photos, or video footage on any public website, social media outlet, or e-mail is illegal.

• • •

following the guidelines set below, you will maintain a level of professionalism and consistency when communicating with our viewers. Thank you for partnering with us to create materials that uphold the mission of Wheaton College.

Still Illegal: http://bit.ly/legalmusic

Please see design and web brand guidelines for the appropriate fonts, colors and graphic standards. • The first time a student, faculty member or alumni speak on screen, please use the following format in Bembo, Neutraface, Georgia or Lucida fonts. The second line may vary based on the video’s purpose, but it should stay consistent throughout the video.

Sued for Social Media Use: http://bit.ly/suedforsocial

• Name ‘Year

Please budget for licensed music in your projects. If you need direction or suggestions with this, please contact Kevin Schmalandt. Video for web viewing should be no longer than 3 minutes. Statistics reinforce that people stop watching after 2:20. Ideal timing for event videos is 5 minutes or less. Avoid busy patterns on clothing and backgrounds for the best imagery on screen. Avoid filming in heavily trafficked or noisy areas to ensure good quality sound. The college logo should stand alone on a blue or black frame of the end of any video.

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Undergraduate Student (This is the proposed graduation date, if they are a current student.) • Major, home town, or other • Example: Jane Smith ‘06 Dallas, Texas Graduate Student Name, Degree, ‘Year • Program, Country of origin, place of employment or other • Example: John Smith, M.A. ‘06 Psychology •

Faculty • Name • Title

(See their Wheaton faculty web page for accuracy) • Example: Dr.Vincent Bacote Associate Professor of Theology


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Social Media and Blogs Who Needs to Register You need to register a social media account of an official group, organization, club or department if: • You are starting a new account • You have an existing account has over 100 fans/ followers • You are a faculty/staff advisor of an official group, organization, club or department using social media or blogs. Students may manage accounts; however, all registered accounts should have at least one faculty or staff member also on the account with manager privileges. This person will be listed as the main contact for the account. You do not need to register personal social media or blog accounts. • Many students, faculty and staff have personal social media accounts. While those pages are not officially endorsed by the College, they do reflect the varied voices and perspectives of the Wheaton College community. We ask that all social media users make wise choices about what to post as they live out Wheaton’s Community Covenant.

When used well, social media helps build relationships and extend our brand to prospective and current students, donors, alumni and our local community. When used unwisely, social media can put the College in potentially damaging situations. Registering your social media with

Benefits The benefits of registering your account include: • Listing on Wheaton’s official Social Media web page • Custom graphics/photos for use in your profile and/or cover photo • Backup support in the event that managers of your page leave or are unable to continue managing the page • Support from Media Relations should a difficult online situation arise • Invitations to training and brainstorming sessions • Occasional emailed tips Blogs If you are interested in starting a blog that is directly associated with your campus department or organization, please contact the web team (the.web@wheaton.edu) to discuss setup options and best practices.

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Marketing Communications helps minimize the risks and leverage the benefits to the greatest degree. As a result, Marketing Communications requires that all existing and new social media accounts representing an official Wheaton College department or group register with the web team.

How to Register The registration form is designed to help you think through the purpose of your social media or blog account and the processes you will use to maintain it. Whether you’re starting a new account or registering one that’s been around a while, please review these questions with all account managers and content creators and then submit your response to the web team at http://bit.ly/wc-socialregistration. Once we’ve reviewed your responses, we’ll confirm your registration, add links to your social media from wheaton.edu and provide you with any needed graphics.


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