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Yakima Valley College

Brand Identity Manual


IDENTITY MANUAL 01 Introduction

Overview of YVC’s Brand Identity Manual

02 YVC Logos

Usage and variants of the college’s primary logos

03 Secondary Logos

Usage and variants of the college’s secondary logos when used with the primary logo

04 Required Statements Required statements for use on college publications

05 Color

Approved colors and YVC’s color theory

06 Typography Primary and secondary typefaces

TABLE OF CONTENTS 01 Introduction 01.1 Our Story 01.2 Why have Standards? Common Style, Common Goal How do I fit in? 01.3 Who is this Guide for? For Designers For Faculty/Staff For Students 02 YVC Logos 02.1 College Seal Usage Variants Minimum Logo Size 02.2 YVC Logo Usage Variants Minimum Logo Size

07 Images

Guidelines and procedure for producing and using photographs, videos, and other graphic elements

08 Language

Editorial tone, common words, and standard writing of academic degrees and titles

09 Social Media

Guidelines for using social media and YVC social media sites

10 Community Relations

Download logos, photos, and videos as well as learn more about services, policies and procedures, and translation guidelines.

03 Secondary Logos 03.1 Yak Logos Usage Variants Minimum Logo Size Athletic Variants 03.2 Agriculture Logos Usage Variants Minimum Logo Size 03.3 Center of Excellence Logo Usage Variants Minimum Logo Size 04 Required Statement 04.1 Non-Discrimination 04.2 Gainful Employment 04.3 Carl D. Perkins Act 04.4 Title V

05 Color 05.1 Primary Colors Color Variations and Values 04.2 Secondary Colors Color Variations and Values 04.3 Using Color Color Balance Design Scale Color Theory Color for Emphasis Less is More 06 Typography 06.1 Primary Typeface Thesis Font Family Font Characteristics Font Overview 06.2 Primary Typeface Examples TheSans TheSerif TheMix 06.3 Secondary Typeface Open Sans Font Overview Usage 06.4 Secondary Typeface Examples 06.5 How to Write the College Name 07 Imagery 07.1 Online Photo Gallery Downloading an Image The SmugMug Site 07.2 Videography Format Required Statements Intro/Outro Slides Lower One-Thirds Background Music 07.3 Release Waivers Photography Videography

08 Language 08.1 Overview Editorial Tone Reference Manuals 08.2 Style Abbreviations Capitalization Commas Dates Hyphens Names Numbers Verb Tense 08.3 Academic Degrees and Programs Departs, Majors and Programs Titles 08.4 Commonly Used Words 09 Social Media 09.1 Overview 09.2 Guidelines for Posting Creating a Social Media Presence Maintain Confidentiality Maintain Privacy Be Thoughtful Respect College Time/Property Be Responsible Be Accurate Frequency Stagnant Accounts Departed Administrators 09.3 YVC Social Media Sites 10 Community Relations 10.1 Downloads 10.2 Services 10.3 Request Form 10.4 Polices and Procedures 10.5 Forms 10.6 Translation Guidelines 10.7 Contact Us

Published: November 2016


01 Introduction


INTRODUCTION 01.1 Our Story 01.2 Why Have Standards Common Style, Common Goal How do I Fit In? 01.3 Who is this Gudie for? For Designers For Faculty/Staff For Students

01.1 OUR STORY Yakima Valley College is one of the oldest community colleges in the state of Washington. Founded in 1928, the college has a long tradition of quality in teaching and in its commitment to students. Yakima Valley College is a public, two-year institution of higher education which is a part of one of the best comprehensive community college systems in the nation. As such, the college delivers accessible, student-centered education to address the needs of our communities. YVC provides opportunities in academic, professional and technical education, basic literacy, and life long learning. Yakima Valley College employs a talented and dedicated faculty whose primary interest is delivering the best possible instruction to students.

01.2 WHY HAVE STANDARDS? COMMON STYLE, COMMON GOAL By incorporating a design standard into YVC’s publications we create a consistent visual message in all of our design work. The common style not only builds instant brand recognition within the local community but showcases a common goal shared between all YVC programs and departments. By having visual consistency across all media outlets a sense of stability and reliability is created in the organization.

HOW DO I FIT IN? As a member of the YVC community you play an important role in telling our story and building our identity. How you communicate with the college community and the general public through messaging, publications, and promoting your programs and events is important. We need your help in keeping our message and brand consistent in both content and style.


01.3 WHO IS THIS GUIDE FOR? FOR DESIGNERS

When working on projects YVC designers will use this manual as a guideline to ensure they are in compliance with current design standards. This includes correct logo use, color, typography, imagery, language and advertising requirements. *Projects must be approved by Community Relations prior to printing or production. Email a proof to: CommunityRelations@YVCC.edu

FOR FACULTY/STAFF

This guide outlines YVC brand identity and assists the college community in understanding logo use, color, and typography. It also provides information on photography guidelines, grammar, editorial tone, and requirements on social media. *Projects must be approved by Community Relations prior to printing or production. Email a proof to: CommunityRelations@YVCC.edu

FOR STUDENTS

YVC student produced art, design, graphics, or photographs can only be used, printed, or produced by the college if the student has signed the Student Artwork Release form. A copy of the form must be on file with Community Relations. When working on a project students will need to reference this manual to ensure they are in compliance with correct logo use and required federal statements. *Projects must be approved by Community Relations prior to printing or production. Email a proof to: CommunityRelations@YVCC.edu


02 YVC Logos


YVC LOGOS

02.1 COLLEGE SEAL

02.1 College Seal Usage Variants Minimum Logo Size 02.2 YVC Logo Usage Variants Minimum Logo Size

KIMA A Y

In Mores

1928

LLEGE

Abeunt Studia

CO

LLEY A V


USAGE The YVC college seal cannot be altered or recreated in any way. The YVC college seal is reserved for use by the Office of the President and for formal documents such as diplomas, official certificates, and publications relating to commencement. It is not to be used for general purpose communications and promotional materials.

VARIANTS

Process Black

YVC Red

MINIMUM LOGO SIZE The college seal should never be reproduced smaller than 1 inch wide.

Process White


YVC LOGOS 02.1 College Seal Usage Variants Minimum Logo Size 02.2 YVC Logo Usage Variants Minimum Logo Size

02.2 YVC LOGO

YAKIMA VA L L E Y COLLEGE Primary Logo Horizontal

YAKIMA VA L L E Y COLLEGE Secondary Logo Vertical


USAGE The YVC logo can appear horziontally or vertically, it cannot be altered or recreated in any way. The YVC logo is to be used on all YVC print and digital publications used outside the classroom. This includes, but is not limited to, promotional materials, powerpoints, trifolds, fact sheets, videos, and the website. Internal communications such as emails, syllabi, and class handouts do not need to include the YVC logo.

VARIANTS

YAKIMA VA L L E Y COLLEGE

Process Black

YAKIMA VA L L E Y COLLEGE

YVC Red

YAKIMA VA L L E Y COLLEGE

Process White

MINIMUM LOGO SIZE The YVC logo should never be reproduced smaller than 1.5 inches wide.


03 Secondary Logos


SECONDARY LOGOS

03.1 YAK LOGOS

03.1 Yak Logos Usage Variants Minimum Logo Size Athletic Variants 03.2 Agriculture Logos Usage Variants Minimum Logo Size 03.3 Center of Excellence Logo Usage Variants Minimum Logo Size

Yakima Valley College


USAGE The Yak logo is a secondary logo that can be used on promotional materials as well as student-focused publications. It is not to be used in place of the official college logo on major publications, signs, or large scale promotional campaigns.

VARIANTS

Process Black Full

Process Black Yaks

Process Black Head

YVC Red Full

YVC Red Yaks

YVC Black Head

Process White Yaks

Process White Head

Yakima Valley College

Process White Full

MINIMUM LOGO SIZE The Yak logo should never be reproduced smaller than 1.5 inches wide.


SECONDARY LOGOS 03.1 Yak Logos Usage Variants Minimum Logo Size Athletic Variants 03.2 Agriculture Logos Usage Variants Minimum Logo Size 03.3 Center of Excellence Logo Usage Variants Minimum Logo Size

ATHLETIC VARIANTS

The athletic variants include YVC red and gold and are produced in full color, process black or process white. *Only to be used by YVC athletic programs unless otherwise approved by director of athletics.

Yakima Valley College

Yakima Valley College

Athletics

Baseball

Athletic Full

Baseball Full

Athletic Yaks

Baseball Yaks

Athletic Head

Baseball Head


Yakima Valley College

Yakima Valley College

Yakima Valley College

Yakima Valley College

Basketball

Soccer

Softball

Volleyball

Basketball Full

Soccer Full

Softball Full

Volleyball Full

Basketball Yaks

Soccer Yaks

Softball Yaks

Volleyball Yaks

Basketball Head

Soccer Head

Softball Head

Volleyball Head


SECONDARY LOGOS 03.1 Yak Logos Usage Variants Minimum Logo Size Athletic Variants 03.2 Agriculture Logos Usage Variants Minimum Logo Size 03.3 Center of Excellence Logo Usage Variants Minimum Logo Size

03.2 AGRICULTURE LOGOS


USAGE The agriculture department logos are secondary logos that can be used by agriculture, vineyard & winery technology, and Yakima Valley Vintners to promote their course offerings and student-made wines.

VARIANTS

Color

Grayscale

Color

Grayscale

MINIMUM LOGO SIZE The agriculture department logos should never be reproduced smaller than 1.5 inches tall.

Color

Grayscale


SECONDARY LOGOS

03.3 CENTER OF EXCELLENCE LOGO

03.1 Yak Logos Usage Variants Minimum Logo Size Athletic Variants 03.2 Agriculture Logos Usage Variants Minimum Logo Size 03.3 Center of Excellence Logo Usage Variants Minimum Logo Size

CENTER OF EXCELLENCE A L L I E D

H E A L T H


USAGE The center of excellence logo is used by YVC’s center of excellence and the State Board for Community and Technical Colleges. It is to be used in conjunction with the YVC logo.

VARIANTS

CENTER OF EXCELLENCE A L L I E D

H E A L T H

CoE Blue CoE Dark Blue CoE Grayscale

CoE White MINIMUM LOGO SIZE The center of excellence logo should never be reproduced smaller than 2 inches wide.


04 Required Statement Blocks


REQUIRED STATEMENT 04.1 Non-Discrimination Statement 04.2 Gainful Employment 04.3 Carl D. Perkins Grant 04.4 Title V

04.1 NON-DISCRIMINATION STATEMENT It is a federal requirement to include the following text, along with the YVC logo, on all brochures, pamphlets, posters, flyer’s, and publications distributed to students or the general public. The exceptions include instructional materials and documents used in the classroom.

Statement: Yakima Valley College does not discriminate against any person on the basis of race, color, national origin, disability, sex, genetic information, or age in admission, treatment, or participation in its programs, services and activities, or in employment. All inquiries regarding compliance should be directed to the Director of Human Resource Services, YVC, South 16th Ave. & Nob Hill Blvd., Yakima, WA 98902; or call 509.574.4670.

Spanish Translation: Yakima Valley College no discrimina en contra de individuos por razón de raza, color, origen nacional, discapacidad, sexo, información genética, o edad en admisión, tratamiento, o participación en sus programas, servicios y actividades, o en el empleo. Todas las preguntas sobre los procedimientos de cumplimiento deben ser dirigidas al Director de Recursos Humanos, YVC, South 16th Ave. Y Nob Hill Blvd, Yakima, WA 98902, o llame al 509.574.4670.

For easier use, download the YVC logo and statement block at: http://www.YVCC.edu/CommunityRelations. This text should appear at the bottom of the final page of a document in a legible font size. No smaller than 7point. The full statement can be found in YVC’s Policy 4.37 Non-Discrimination or on the YVC Human Resources website: http://www.YVCC.edu/Non-DiscriminationStatement.


04.2 GAINFUL EMPLOYMENT STATEMENT It is a federal requirement that the following text be included on program brochures, webpages, and documentation for prospective students interested in YVC programs that report gainful employment information to the US Department of Education.

Statement: For more information about YVC’s graduation rates, the median debt of students who completed the program, and other important information visit: www.YVCC.edu/GainfulEmployment.

This text should appear at the bottom of the final page of the document in legible font size. For a list of YVC programs that report gainful employment data visit: http://www.YVCC.edu/GainfulEmployment.

04.3 CARL D. PERKINS ACT It is a federal requirement to include the following text on documents produced with funding from the Carl D. Perkins Act.

Statement: The contents and/or printing of this publication were developed with funds from the Carl D. Perkins Act.

This text should appear at the bottom of the final page of the document in legible font size. The purpose of the Perkins Act is to prepare students to enter the workforce with the academic and vocational skills needed to complete successfully in a knowledge and skill-based world economy. Perkins supports career and technical education that prepares students both for further education and the careers of their choice. Perkins funds help ensure that career and technical programs are challenging and integrate academic and technical education to meet the needs of business and industry.

04.4 TITLE V It is a federal requirement to include the following text on print and digital materials produced with funds from the United States Department of Education Title V grants.

Statement: Funding provided by a Title V grant from the US Department of Education. However, the content does not necessarily represent the policy of the Department of Education and should not assume endorsement by the Federal Government.


05 Color


COLOR

05.1 PRIMARY COLORS

05.1 Primary Colors Color Variations and Values 05.2 Secondary Colors Color Variations and Values 05.3 Using Color Color Balance Design Scale Color Theory Color for Emphasis Less is More

YVC RED YVC’s red is the college’s primary color. This color is the most recognizable color to the community and should be used in all designs.

1807c

YVC GOLD YVC’s gold is another of the college’s primary colors. This color is usually used in conjunction with the red and signifies YVC Yak pride.

1235c


COLOR VARIATIONS AND VALUES Both YVC red and gold have a highlight and shadow accent color associated with them. These colors can be used in conjunction with the main colors but are not considered primary colors and cannot replace the primary colors.

709c

136c

Pantone Coated 186C

Pantone Coated 1807c

Pantone Coated 7421c

CMYK 12,100,92,3

CMYK 24,92,78,15

CMYK 38,94,62,45

RGB 200,16,46

RGB 169,52,57

RGB 106, 27,50

Hex# C8102E

Hex# A93439

Hex# 6A1B32

1807c

7421c

Pantone Coated 136c

Pantone Coated 1235c

Pantone Coated 7551c

CMYK 0,28,86,0

CMYK 0,32,95,0

CMYK 27,49,100,7

RGB 255,191,59

RGB 255,184,285

RGB 182,127,0

Hex# FFBF3B

Hex# FFB819

Hex# B67F00

1235c

7551c


COLOR 05.1 Primary Colors Color Variations and Values 05.2 Secondary Colors Color Variations and Values 05.3 Using Color Color Balance Design Scale Color Theory Color for Emphasis Less is More

05.2 SECONDARY COLORS

360c

297c

307c

7678c

YVC GREEN YVC LIGHT BLUE YVC DARK BLUE YVC PURPLE


COLOR VARIATIONS AND VALUES

374c

304c

299c

528c

Pantone Coated 374c

Pantone Coated 360c

Pantone Coated 364c

CMYK 26,0,73,0

CMYK 61,0,96,0

RGB 196,232,107

RGB 108,192,74

CMYK 73,33,100,19 RGB 74,118,40

Hex# C4E86B

360c

Hex# 6CC04A

364c

Hex# 4A7628

Pantone Coated 304c

Pantone Coated 297c

Pantone Coated 7698c

CMYK 37,0,7,0

CMYK 52,5,3,0

CMYK 78,47,32,6

RGB 153,218,234

RGB 110,196,233

RGB 66,115,141

Hex# 99DAEA

297c

Hex# 6EC4E9

7698c

Hex# 2738D

Pantone Coated 299c

Pantone Coated 307c

Pantone Coated 302c

CMYK 80,18,0,0

CMYK 100,50,19,2

CMYK 100,74,40,32

RGB 0,161,223

RGB 0,105,166

RGB 0,58,93

Hex# 00A1DF

307c

Hex# 0069A6

302c

Hex# 003A5D

Pantone Coated 528c

Pantone Coated 7678c

Pantone Coated 2695c

CMYK 30,55,0,0

CMYK 70,84,11,1

CMYK 87,96,40,44

RGB 187,128,209

RGB 107,71,142

RGB 47,26,69

Hex# BB80D1

7678c

Hex# 6B478E

2695c

Hex# 2F1A45


COLOR 05.1 Primary Colors Color Variations and Values 05.2 Secondary Colors Color Variations and Values 05.3 Using Color Color Balance Design Scale Color Theory Color for Emphasis Less is More

05.3 USING COLOR COLOR BALANCE

50% Clean Space

Colors need to be balanced proportionally within a project in order to keep our publications consistently recognized as YVC and to allow creative freedom to remain interesting.

20% Black

20% Red

15% Secondary Clean Space: about 50% of the publication should be clean space in order to keep the design from appearing cluttered or overly busy. Clean space is any section of the publication where no significant information or design is located. This can consist of pure white space, photographs, solid color, patterns, or illustrations. When using a photograph or illustration as clean space make sure to use elements which do not appear busy. Black: about 20% of the publication should be black or text blocks. This value can be higher for documents that are more text based than design. Red: at least 20% of the design has to be YVC red. In order to remain instantly recognizable this color has to be present and prominent in the design. Under special circumstances, such as banners and tablecloths, there may be less red. Contact Community Relations for approval. Secondary: about 15% of the design should consist of a secondary color to bring emphasis to important information within it or near it. Use this color as the focal point of the design.

DESIGN SCALE As a design gets larger in format (poster) these values need to be more closely followed. As the design gets smaller in format (postcard/bookmark) these values may be more flexible. *If you are uncertain about the color balance contact Community Relations.


COLOR THEORY The YVC secondary colors were chosen as pleasing complementary colors to YVC’s red and gold while incorporating a wide spread of the color wheel. These colors were designed to work well together. Community Relations does not permit the use of other colors to be used as large elements of the design.

COLOR FOR EMPHASIS When a secondary color is used within a design it should be used to add emphasis to an important section. By only using the secondary color in these sections it will bring attention to the most important information.

LESS IS MORE When possible use only one secondary color and the highlight/shadow of the color. In cases where more then one secondary color is used make sure that YVC red stands out as the primary color.


06 Typography


TYPOGRAPHY 06.1 Primary Typefaces Thesis Font Family Font Characteristics Font Overview 06.2 Primary Typeface Examples TheSans TheSerif TheMix 06.3 Secondary Typeface Open Sans Font Overview Usage 06.4 Secondary Typeface Examples 06.5 How to Write the College Name

06.1 PRIMARY TYPEFACE THESIS FONT FAMILY

The Thesis superfamily was first published in 1994 as part of the FontFont collection, and became part of the LucasFonts type library in 2000. Thesis provides the user with three compatible styles – TheSans, TheMix and TheSerif – in an optically harmonious range of eight weights, including real italics for each weight.

Source: http://www.LucasFonts.com

FONT CHARACTERISTICS Throughout this font superfamily many open type and additional features have been incorporated. These characteristics include standard ligatures, style-linked italics, tabular lining figures in capital height and lower height, and oldstyle hanging figures. All these fonts also support lower capitals, superscripting, subscripting, and fractions. When using the thesis fonts feel free to use any of the font characteristics as they apply to the design.


FONT OVERVIEW Consisting of three different font style (TheSans, The Serif, & The Mix) the Thesis superfamily provides YVC designers with the flexibility and freedom to create interesting typographic layouts while staying within YVC’s font family. With 96 separate variations within these three font families this robust collection should be used whenever possible. A user license for the full family is required. If you are interested in receiving a copy of the Thesis Superfamily or a smaller bundle of fonts, contact Community Relations for a price quote. In situations where you are unable to use the Thesis fonts, please use our secondary font family, Open Sans.

THE SANS

Part of the Thesis superfamily, TheSans is a slightly varying weight sanserif font with 48 variations. Characterized by its open appearance and tall x-height TheSans is a very readable font and should be considered the standard font to use in publications.

THE SERIF

Part of the Thesis Superfamily, TheSerif is a slightly varying weight slab style serif font with 16 different variants. This font may be used in conjunction with TheSans to bring emphasis or style to a particular type element, or can be used as an alternative font.

THE MIX

Part of the Thesis Superfamily, TheMix incorporates elements from both TheSans and TheSerif. Using the uppercase letters from TheSans and lowercase letters from TheSerif this font gives a unique look that works great as subheadings under TheSans.


TYPOGRAPHY 06.1 Primary Typefaces Thesis Font Family Font Characteristics Font Overview 06.2 Primary Typeface Examples TheSans TheSerif TheMix 06.3 Secondary Typeface Open Sans Font Overview Usage 06.4 Secondary Typeface Examples 06.5 How to Write the College Name

06.2 PRIMARY TYPEFACE EXAMPLES THE SANS TheSans Hair H10 TheSans Hair H13 TheSans Hair H16 TheSans Hair H20 TheSans Hair H25 TheSans Hair H31 TheSans Hair H37 TheSans UltraLight TheSans ExtraLight TheSans Light TheSans SemiLight TheSans Plain TheSans SemiBold TheSans Bold TheSans Extra Bold TheSans Black

TheSans Light Itl. TheSans SemiLight Itl. TheSans Plain Itl. TheSans SemiBold Itl. TheSans Bold Itl. TheSans Extra Bold Itl. TheSans Black Itl.

TheSans Hair H10 Itl. TheSans Hair H13 Itl. TheSans Hair H16 Itl. TheSans Hair H20 Itl. TheSans Hair H25 Itl. TheSans Hair H31 Itl. TheSans Hair H37 Itl. TheSans UltraLight Itl. TheSans ExtraLight Itl.

TheSans ExtraLight Cond-Itl. TheSans Light Cond-Itl. TheSans SemiLight Cond-Itl. TheSans Plain Cond-Itl. TheSans SemiBold Cond-Itl TheSans Bold Cond-Itl TheSans Extra Bold Cond-Itl. TheSans Black Cond-Itl.

TheSans ExtraLight Cond. TheSans Light Cond. TheSans SemiLight Cond. TheSans Plain Cond. TheSans SemiBold Cond. TheSans Bold Cond. TheSans Extra Bold Cond. TheSans Black Cond.


THE SERIF TheSerif ExtraLight TheSerif Light TheSerif SemiLight TheSerif Plain TheSerif SemiBold TheSerif Bold TheSerif Extra Bold TheSerif Black

TheSerif ExtraLight Itl. TheSerif Light Itl. TheSerif SemiLight Itl. TheSerif Plain Itl. TheSerif SemiBold Itl. TheSerif Bold Itl. TheSerif Extra Bold Itl. TheSerif Black Itl.

THE MIX TheMix ExtraLight TheMix Light TheMix SemiLight TheMix Plain TheMix SemiBold TheMix Bold TheMix Extra Bold TheMix Black

TheMix ExtraLight Itl. TheMix Light Itl. TheMix SemiLight Itl. TheMix Plain Itl. TheMix SemiBold Itl. TheMix Bold Itl. TheMix Extra Bold Itl. TheMix Black Itl.

TheMix ExtraLight Cond. TheMix Light Cond. TheMix SemiLight Cond. TheMix Plain Cond. TheMix SemiBold Cond. TheMix Bold Cond. TheMix Extra Bold Cond. TheMix Black Cond. TheMix ExtraLight Cond-Itl. TheMix Light Cond-Itl. TheMix SemiLight Cond-Itl. TheMix Plain Cond-Itl. TheMix SemiBold Cond-Itl TheMix Bold Cond-Itl TheMix Extra Bold Cond-Itl. TheSans Black Cond-Itl.


TYPOGRAPHY 06.1 Primary Typefaces Thesis Font Family Font Characteristics Font Overview 06.2 Primary Typeface Examples TheSans TheSerif TheMix 06.3 Secondary Typeface Open Sans Font Overview Usage 06.4 Secondary Typeface Examples 06.5 How to Write the College Name

06.3 SECONDARY TYPEFACE OPEN SANS When the primary typeface is unavailable use YVC’s secondary typeface, Open Sans. This font is open source and provided by Google Fonts. Open Sans is readily available on most YVC computers. If the typeface is not available on your YVC computer you can download it from the Community Relations website, visit: http://www.yvcc.edu/CommunityRealtions. If you have trouble, please contact the Technology Services.

FONT OVERVIEW Open Sans was designed with an upright stress, open forms and a neutral, yet friendly appearance. It was optimized for print, web, and mobile interfaces, and has excellent legibility characteristics in its letterforms. Source: http://www.TypeKit.com

USAGE YVC’s secondary font, Open Sans, should be used in a situation where the primary font is unable, such as when the font is embedded. An example of this would be emails and the website.


06.4 SECONDARY TYPEFACE EXAMPLES Open Sans Light Open Sans Regular Open Sans Semibold Open Sans Bold Open Sans Extra Bold

Open Sans Light Cond. Open Sans Bold Cond. Open Sans Light Cond-Itl.

Open Sans Light Itl. Open Sans Regular Itl. Open Sans Semibold Itl. Open Sans Bold Itl. Open Sans Extra Bold Itl.

06.5 HOW TO WRITE THE COLLEGE NAME When writing the college name at the top of a document use TheSans weight 8 or TheSerif weight 8.

YAKIMA VALLEY COLLEGE Yakima Valley College TheSans weight 8

YAKIMA VALLEY COLLEGE Yakima Valley College TheSerif weight 8

If TheSans or TheSerif fonts are not available use Open Sans Bold.

YAKIMA VALLEY COLLEGE Yakima Valley College Open Sans weight 8


07 Imagery


IMAGERY 07.1 Online Photo Gallery Downloading an Image The SmugMug Site 07.2 Videography Format Required Statements Intro/Outro Slides Lower One-Thirds Background Music 07.3 Release Waivers Photography Videography

07.1 ONLINE PHOTO GALLERY Community Relations offers a wide selection of photographs available for educational use. These images can be used on YVC promotional and informational materials only. All photographs hosted in the online database have release forms on file and are free to use. To access the database visit: http://yvcc.Smugmug.com. If you are unable to find a photograph to fit your needs, contact Community Relations to schedule a photo session.

DOWNLOADING AN IMAGE To download an image from SmugMug: 1. Locate the image you wish to use 2. Select the image, click the green download button (lower right-hard side of the screen) 3. Save the file to your computer

THE SMUGMUG SITE


07.2 VIDEOGRAPHY All videos created for YVC should serve one of three purposes: Educational: Educational videos showcase the teaching style or skill building of YVC employees or students. Such videos include: demonstrations, recording of class lectures, voiced-over powerpoints, and short skill-building videos. Informational: Informational videos should center around important information for current or perspective YVC students. Such videos include: instructions, history of YVC or one of its programs, and safety information. Recruitment: Recruitment videos focus on a call to action for the viewer to consider YVC as their college of choice. Such videos include: the flagship video, program outreach, and student and faculty stories.

FORMAT

1080p29.97

Videos should be formatted in 1920 by 1080 px (Standard HD) at 29.97 Frames per Second. The video mode should also be set to Progressive.

REQUIRED STATEMENTS All videos need to include the YVC Non-Discrimination statement and any additional grant required statements. These statements should be placed at the bottom of the last slide and appear for no less then three seconds. If the video is hosted by an online provider, such as YouTube, that supports video descriptions the statements must also be included at the end of the written description. *Reference section 4 for a list of required statements and additional information.


IMAGERY 07.1 Online Photo Gallery Downloading an Image The SmugMug Site 07.2 Videography Format Required Statements Intro/Outro Slides Lower One-Thirds Background Music 07.3 Release Waivers Photography Videography

INTRO/OUTRO SLIDES All videos produced by YVC must use one of the official Intro/Outro templates or an alternative template approved by Community Relations. These templates are available from Community Relations.

LOWER ONE-THIRDS Lower one-thirds should be used at the first instance when a narrator appears on screen and should include their full name and position title when possible. The duration of the lower one-third should give enough time for the viewer to read the text three times.

BACKGROUND MUSIC Background music used in YVC videos must be purchased for commercial use or licensed under creative commons for commercial use. Music for commercial use can be purchased through sites such as http://www.AudioJungle.com. If you are uncertain if a song is available for commercial used contact Community Relations for assistance.


07.3 RELEASE WAIVERS PHOTOGRAPHY All subjects that are easily identifiable within the photograph must sign the Information, Photo & Graphic Release form before that photograph can be used in any publication. A copy of this release form must be submitted to the Community Relations Office prior to the use of the photo and must be kept on file for seven years after the photograph is no longer in use. For YVC students, Enrollment Services’ Directory Information does include a photography release. However, if images are going to be used on marketing and promotional materials a signed release must be on file.

VIDEOGRAPHY All subjects that are the focus or easily identifiable with normal viewing must sign the Information, Photo & Graphic Release form before the video clip may be used in any production. A copy of this release form must be submitted to the Community Relations Office prior to the use of the video and must be kept on file for seven years after the video is no longer in use.


08 Language


LANGUAGE 08.1 Overview Editorial Tone Reference Manuals 08.2 Style Abbreviations Capitalization Commas Dates Hyphens Names Numbers Verb Tense 08.3 Academic Degrees and Programs Departments, Majors & Programs Titles 08.4 Commonly Used Words

08.1 OVERVIEW YVC has established the following language guide as a reference for those who create campus publications and materials in both print and digital mediums. It is not designed as a comprehensive tool but rather a guideline to help provide consistency.

EDITORIAL TONE As important as keeping visual elements consistent we strive to speak in a common voice. The suggested rules and usage included in this guide address specifics to YVC.

REFERENCE MANUALS Books used as reference: The Chicago Manual of Style The Associate Press Stylebook

08.2 STYLE ABBREVIATIONS At First Use: Explain or spell out an abbreviation. If no subsequent reference, spell out and no abbreviation is needed.

• Yakima Valley College (YVC) was founded in 1928. YVC has a long tradition of quality in teaching and in its commitment to students. • Central Washington University has a learning center in Yakima.

Acronyms: Periods are not necessary after the letters that form an acronym. • YVC

Ampersand: Use the ampersand only when it is part of a company’s formal name or composition title. The ampersand should not be used in place of ‘and’. • Proctor & Gamble • Scott is enrolled in English and math.


CAPITALIZATION Official Names: Only official names and proper nouns are capitalized. Common nouns and various shortened forms of official names are not capitalized. • The Larson Gallery contains more than 100 works of art. The gallery is open Tuesday through Saturday.

Position and Job Titles: Official job titles immediately preceding a name are capitalized; those following a name or set off by commas are not. This rule applies to both academic and administrative titles. • The latest report by Vice President Anderson will be presented at the committee meeting. • Sally Perkins, instructor of physics, has discovered a new particle. • Dr. Bob Franklin, vice president of instruction has worked at the college for 17 years.

Political Entities: Various shortened forms of official names are not capitalized. • The city of Pasco rarely repairs its streets. • The city uses its money for the juvenile justice system. • the state of Washington; Washington State; the state

Boards and Committees: Capitalize only the complete and official names of colleges, schools, divisions, departments, offices, and committees. Lowercase informal and shortened versions of all such names. • the Board of Trustees of Yakima Valley College; the Board of Trustees; the board • the State Board for Community and Technical Colleges; the SBCTC; the community college system • the Curriculum Committee; the committee

Do not capitalize:

• classes: freshman, sophomore, junior, senior • commencement • quarters: spring quarter, fall quarter, winter quarter, summer quarter • seasons: spring, summer, fall, winter • most computer terms: web; webpage; website

COMMAS Complex and Compound Sentences: Use a comma before a conjunction (and, but, or) that introduces an independent clause. • The band is giving a concert on Friday night, and the chorus is performing on Saturday. • The band is giving a concert on Friday night and is performing on Saturday.

Introductory Phrases: Use commas after short introductory phrases, especially if the main clause begins with a date or proper noun. • On July 4, General David McKiernan will address a local veterans group.


LANGUAGE 08.1 Overview Editorial Tone Reference Manuals 08.2 Style Abbreviations Capitalization Commas Dates Hyphens Names Numbers Verb Tense 08.3 Academic Degrees and Programs Departments, Majors & Programs Titles 08.4 Commonly Used Words

Lists: Use a comma before the conjunction and the final element in a list. • Those in attendance included students, faculty and staff, and donors. • NOT: Those in attendance included students, faculty and staff and donors.

Names with Suffixes: When a person’s name ends with Jr., Sr., or a roman numeral such as III, omit the comma before this element unless you know that the person being addressed prefers the use of a comma. • Robert Smith Jr. was introduced by Joe Johnson.

Nonrestrictive and Parenthetical Phrases: Use commas to set off nonrestrictive and parenthetical phrases (word groups that are not essential to the meaning of a sentence but provide added information). • My alternate route, the one I take when I have time, follows the Greenway.

Place Names: Names of states or countries are enclosed in commas when they are preceded by a city or state. State abbreviations should not be used. • The conference will be held in Eugene, Oregon, but the planning meeting will be held in Portland.

DATES Month and Year: No comma is needed between a month and a year. • She began her studies in May 2009.

Month, Date, and Year: Commas are required before and after a year when month, date, and year are used. • She began her studies on January 3, 2008, and completed them on June 1, 2010.

Use nonbreaking space between month and day to keep on the same line. Ordinals: Do not use ordinal numbers in dates.

• New parking permits go on sale January 8, 2010. • NOT: New parking permits go on sale January 8th, 2010.


HYPHENS Compound Adjectives: Use compound adjectives when used before a noun. • Students are searching for off-campus housing. • The meeting will be held off campus. • Jared is a full-time student. • Sarah works full time in the Admissions Office.

Do not use a hyphen with compound adverbs or with nouns:

• Decision making is a responsibility of department chairs. BUT: The decision-making process is not simple. • The wait list will close at the end of this week. BUT: The wait-list closing date is at the end of this week.

Suspended Hyphens: When the second part of a hyphenated expression is omitted, the hyphen is retained, followed by a space. This suspended hyphen may be used when a single base word is used with separate hyphenated words connected by “and”, “or”, or “to”. • She wrote to all the full- and part-time faculty members.

Prefixes/suffixes: In general, do not use a hyphen to set off a prefix at the beginning of a word or a suffix at the end of a word. There are exceptions, when in doubt, refer to a handbook. Common examples: • collocation • co-op • email • postsecondary • prerequisite

Compound words common to YVC: • coursework • fundraising • groundbreaking • healthcare • multicultural

Whenever necessary, use a hyphen to prevent the word from being misread. Common examples: • student-athlete • work-study


LANGUAGE 08.1 Overview Editorial Tone Reference Manuals 08.2 Style Abbreviations Capitalization Commas Dates Hyphens Names Numbers Verb Tense 08.3 Academic Degrees and Programs Departments, Majors & Programs Titles 08.4 Commonly Used Words

NAMES Last Names: It is preferable in formal writing to use titles with last names rather than to use last names only. • Mr. Hernandez has been a member for three years. • NOT: Hernandez has been a member for three years.

In publications such as the Campus Update and Commencement Program, where there are several references to an individual in one body of text, list the individual’s full name at first use. Subsequent references of the individual can be listed by last name or s/he. • Ms. Lois Lane spoke at YVC’s commencement ceremony. Lane currently works as a reporter for the Yakima Herald Republic. She earned her bachelor’s degree from Central Washington University.

NUMBERS Spell out whole numbers from one through nine; use numerals for 10 or greater. Spell out numbers at the beginning of a sentence or rephrase the sentence to avoid beginning with a number. • The book has sold only nine copies. He thought it would sell 500 copies. • Forty-nine students received a new degree at commencement.

Exceptions: Numbers in the same category should be treated alike within the same sentence; do not use numerals for some and spell out others. • There are nine Running Start students enrolled in SOSCI 101 and twelve in ENGL 101.

Telephone numbers: Use a hyphen or period, not parentheses, for the area code, e.g., 303.735.1079. Periods are preferred, especially for ADA compatible screen readers. Years and decades: Do not use an ’s in numeric decades. • the 1980s

VERB TENSE Faculty and staff are collective nouns referring to an entire group. They take singular verbs. To refer to an individual who is part of a faculty or staff, “faculty member” or “staff member” is preferred for clarity. • The faculty has formed three committees. Ten faculty members serve on each committee. • The staff at YVC has volunteered to help with the dance. Three staff members have said they will attend.


08.3 ACADEMIC DEGREES AND PROGRAMS Lowercase the degree, including the field, in running text and wherever it is used in a general way. • His transcript shows that he has an associate in arts degree. • Jason Smith earned his bachelor of arts in history from Central Washington University. • Mr. Thompson is working toward a master’s degree. • Michele received a bachelor’s degree in sociology with a minor in psychology.

Capitalize the name of the degree when in list format. • Associate in Arts • Associate in Arts DTA, Science Option

Capitalize the name of a degree when it is included with a title, displayed on a resume, business card, diploma, or in a list format. • Claire Johnson, Doctor of Philosophy

Capitalize the name of a degree if it is a proper noun or derivate of geographical reference. • Faculty members in the English department must have a master’s degree. • Harriet earned a bachelor’s degree in American history.

Academic degrees standing alone may be abbreviated except in very formal writing. Academic degrees and professional designations require a period after each element in the abbreviation but no internal space. When used after a name, an academic abbreviation is set off by commas. • She received her M.A. last year. • She received her master of arts degree last year. • John Snow, Ph.D., spoke at the 2015 convocation opening ceremony.

Use commas to set off abbreviations that follow a person’s name.

• Julie Jackson, Ph.D., announced the grand opening of the new student residence center.

Use apostrophes in bachelor’s degree, a master’s, etc. There is no possessive in bachelor of arts or associate degree. • Larry Lopez is working on his bachelor’s degree. • Carol Thompson earned her associate degree last spring. • YVC offers several associate degrees.


LANGUAGE 08.1 Overview Editorial Tone Reference Manuals 08.2 Style Abbreviations Capitalization Commas Dates Hyphens Names Numbers Verb Tense 08.3 Academic Degrees and Programs Departments, Majors & Programs Titles 08.4 Commonly Used Words

DEPARTMENTS, MAJORS AND PROGRAMS Lowercase the names of departments, majors, and programs in running text and wherever it is used in a general way unless they are proper nouns, or derivate of geographical reference. • The arts and science division offers courses in biology, mathematics, and English. • YVC’s agriculture department offers day, evening, and weekend course offerings. • The automotive service technology program offers students the opportunity to gain hands-on experience .

Capitalize the name of departments, majors, and programs when in list format. • The Dental Hygiene Program • The Biology Department

Capitalize the names of specific course titles. However, do not capitalize names of subjects or areas of study (unless they are proper nouns or adjectives in such names.) • American History 101 meets on Tuesdays and Thursdays. (course title) • Lucy Anderson earned a master’s degree in American history. (area of study)

Abbreviations spell out an abbreviation at first use. College-approved abbreviations may be used for subsequent references. • Bachelor of Applied Science in Business Management Program (BASM) • Automotive Service Technology (AST)

TITLES Titles: When academic degrees follow a person’s name, do not use such titles as Dr., Ms., or Mr. before the name. • Dr. Helen Garcia or Helen Garcia, Ph.D. • NOT: Dr. Helen Garcia, Ph.D.

However, other titles may precede the name as long as they do not convey the same meaning as the degree that follows. • Instructor Annette Bell, Ph.D.

Instructor: Refer to YVC teachers as instructors. Do not use professor. Specific to higher education; use the title Dr. consistently, but it is not necessary to use additional titles within the same sentence or paragraph. Use nonbreaking space between the title and name to keep them on the same line. • Dr. Leonard McCoy and Wesley Crusher met to discuss their upcoming project deadline.


08.4 COMMONLY USED WORDS Preferred spelling and use of some commonly-used words for YVC: alum:

• alumna: singular, female • alumni: plural, men only or men and women • alumnus: singular, male • alumnae: plural, women only • alum: singular, male or female; appropriate only in informal contexts

i.e.; e.g.: The abbreviation i.e. means that is.

• The college’s administration, i.e., the executive leaders, attended a retreat on Tuesday. • The abbreviation e.g. means for example and is like using the phrase such as. • Several majors (e.g., business, economics, and chemistry) require strong mathematics backgrounds. • Note: Both i.e. and e.g. should be followed by a comma. Do not use etc. at the end of a phrase that begins with e.g.

etc.: Omit when possible, but if used, don’t say “and etc.,” since et cetera means “and the rest.” URLs and email addresses: The preference is to use italics to highlight these, instead of an underlining. If an address won’t fit on one line, break the address after a forward slash. Do not hyphenate. Use vanity URLs as appropriate. For a complete list of YVC’s vanity URLs contact Community Relations. login/log in: This is one word when used as a noun or adjective and two words when used as a verb.

• You must use your login name to log in to the student portal.

Common Examples

• eLearning • English as a Second Language • Hispanic-serving Institution • email

Locations of campuses: Capitalize only the official names of buildings and formally designated places on campus. • Yakima Valley College; YVC; the college • Grandview Campus • Deccio Higher Education Center; the Deccio building • Sherar Gym; the gym • Glenn Anthon Hall • the clocktower


09 Social Media


SOCIAL MEDIA 09.1 Overview 09.2 Guidelines for Posting 09.3 YVC Social Media Sites

09.1 OVERVIEW Social networking or social media is the interaction with external websites or services that allow participants to contribute content. Types of social media include: blogs, micro blogs, social and professional networks, video or photo sharing, and social bookmarking. Examples of social media sites are YouTube, Facebook, Flickr, Twitter, WordPress, MySpace, LinkedIn, etc. Social media offers YVC the opportunity to interact with students, the public, and employees. These tools engage populations differently than traditional media and enhance existing communication strategies. Community Relations oversees the social media efforts of YVC and has ownership over several public pages. If you are interested in posting information please contact our office. Any program, department, or student club wishing to create a social networking or social media account should first review the following guidelines as well as the Washington State Guidelines and Best Practices for Social Media Use*. Whenever a new YVC account is created the URL, username and password must be emailed to Community Relations. *http://www.Governor.wa.gov/news-media/social-media/guidelines-sample-policies.

09.2 GUIDELINES FOR POSTING ON BEHALF OF YVC Online social media tools provide low-cost communication methods that foster open exchanges and learning. While social media tools are changing the way we connect with students and the general public, YVC policies and practices for sharing information remain the same.

CREATING A SOCIAL MEDIA PRESENCE To ensure that your social media efforts adhere to the design and policy standards of YVC and that your efforts are not tied specifically to an individual’s personal account, all official YVC social media accounts must be created as a business page. Pages should be titled as follows “YVC Name of Program/Department/Club”.


MAINTAIN CONFIDENTIALITY Do not post confidential or proprietary information about YVC, its students, alumni, or employees. Use good ethical judgment and follow the College’s policies and federal requirements, such as the Family Educational Rights and Privacy Act (FERPA).

MAINTAIN PRIVACY Do not discuss a situation involving named or pictured YVC students or staff on a social media site without their permission. As a guideline, do not post anything that you would not present in any public forum. Before sharing photos in which individuals are identifiable make sure they have consented by signing an YVC Information, Photo and Graphic Release Form.

BE THOUGHTFUL Before composing a message that serves as the “voice” or position of YVC, please discuss the content with your supervisor. If you ever have any question about whether a message you are crafting is appropriate to post as a YVC employee, talk with your supervisor before you post.

RESPECT COLLEGE TIME AND PROPERTY

It is appropriate to post at work if your comments are directly related to accomplishing work goals, such as seeking sources for information or working with others to resolve a problem. You should participate in personal social media conversations on your own time.

BE RESPONSIBLE What you write is ultimately your responsibility. Participation in social media on behalf of YVC is not a right but an opportunity, so please treat it seriously and with respect. Keep in mind that if you are posting with a College username, other users do not know you personally. They view what you post as official YVC information. Discuss with your supervisor the circumstances in which you are empowered to respond directly to users and when you may need approval.


SOCIAL MEDIA 09.1 Overview 09.2 Guidelines for Posting 09.3 YVC Social Media Sites

BE ACCURATE Make sure that you have all the facts before you post. It is better to verify information with a source first than to have to post a correction or retraction later. Cite and link to your sources whenever possible -- that’s how you build community.

FREQUENCY Assign an administrator who regularly monitors postings and content. While the recommended minimum frequency is once to twice a week, be sure not to overload your followers with updates.

STAGNANT ACCOUNTS Community Relations reserves the right to disable or temporarily unpublish YVC social media accounts that are dormant (no posts, no activity) as such stagnancy reflects poorly on the College.

DEPARTED ADMINISTRATORS When page editors and administrators, especially students, have left the College and no longer require access to social media accounts, you must update/adjust your page roles immediately.


09.3 YVC SOCIAL MEDIA SITES The Community Relations Office maintains an official college presence on both Facebook and YouTube. Several other departments and student clubs also maintain secondary accounts including athletics, student government, vineyard and winery technology, and more. For additional information please contact Community Relations. Primary College Sites

www.Facebook.com/YakimaValleyCollege/

www.Youtube.com/user/YakimaValleyCC/

www.Instagram.com/YakimaValleyCollege/


10 Community Relations


COMM. RELATIONS 10.1 Downloads 10.2 Services 10.3 Request Form 10.4 Policies and Procedures 10.5 Forms 10.6 Translation Guidelines 10.7 Contact Us

10.1 DOWNLOADS Logos To download approved YVC logos visit: http://www.YVCC.edu/CommunityRelations Photographs To download YVC photography visit: http://www.YVCC.smugmug.com Videos To view YVC videos visit: http://www.YouTube.com/YakimaValleyCC

10.2 SERVICES The core functions of the Community Relations team includes media relations, communications, creative design services, photography, videography, legislative relations, website design, publicity, event planning, and public relations.

10.3 REQUEST FORM Submit a request form for a design project, photo session, news release, and more. Visit: http://www.YVCC.edu/CR-Request

10.4 POLICIES AND PROCEDURES Board Policies 2.06 Media Relations Administrative Procedures 2.01 Advertising 2.06 Media Relations 2.09 Publications & Promotional Materials 2.15 Posting & Publicity To view policies visit: http://www.YVCC.edu/CR-Resources


10.5 FORMS Forms Information, Photo, and Graphic Release - Group Information, Photo, and Graphic Release - Individual Student Artwork Release Form To access forms visit: http://www.YVCC.edu/CR-Resources

10.6 TRANSLATION GUIDELINES Departments planning to print or publish documents or materials in Spanish, or another language besides English, must first provide a copy of the original document as well as a final draft of the translation for review. Community Relations staff will work closely with a team of translators to verify documents are as accurate as possible. Departments should plan additional time before project deadline to allow the translation team time to provide feedback and make necessary edits. We request 2-4 weeks in advance. For more information, contact Community Relations.

10.7 CONTACT US Community Relations: CommunityRelations@YVCC.edu Stefanie Menard Communication Consultant 509.574.4646 / smenard@YVCC.edu Justin Hawkes Graphic Deisigner 509.574.4838 / jhawkes@yvcc.edu Melodie Smith Web Content Coordinator 509.834.4528 / msmith@yvcc.edu


Brand Identity Manual 11-2016  

This guide outlines YVCC brand identity and assists the college community in understanding logo use, color, and typography. It also provides...

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