York Technical College is more than an educational institution. It’s a home for all.
Our commitment to education, excellence, and the connections that have brought us to where we are today are at the heart of everything we do. This pride is reflected in our brand, which embodies our fierce tenacity, accessibility, and unwavering commitment to student success. Whether engaging with prospective students, current students, or the broader Rock Hill community, we present ourselves as accessible, authentic, and inclusive.
Our brand guidelines are essential in maintaining the integrity and consistency of York Technical College’s identity. They provide a framework for creating cohesive and effective communications that reflect our values and mission. By adhering to these guidelines, we can ensure that every piece of communication, from marketing materials to internal documents, conveys the same sense of pride, expertise, and enthusiasm that defines York Tech.
This guide will help you understand York Technical College’s brand platform and equip you with the tools to create branded materials, communications, and conversations that resonate with our community and reflect our core values. Together, we will continue to inspire, educate, and lead our community in the fearless pursuit of excellence.
Welcome to the York Tech family.
Let’s build the future together.
BRAND PLATFORM
Brand Audience
Audience profiles serve as a valuable tool for gaining deep insights into the perspectives and preferences of your target audience.
How this is used: These profiles act as guides for developing personalized marketing materials and communication strategies that speak directly to each audience segment.
Technical Student University Transfer
Dual Enrollment
Brand Audience - Technical Student
Meet Carmen, a prospective college student looking for an affordable and flexible college where she can juggle her academic endeavors with her family priorities and work commitments. She’s aiming to earn a degree in order to lay a solid foundation that will propel her into a steady career with confidence and a quality education to back it.
DEMOGRAPHICS
Age: 38
Gender: Female
Location: Lancaster, SC
WHY YORK TECH IS A RIGHT FIT
With its affordable tuition and flexible scheduling options, York Tech allows students to balance their academic pursuits with family and work commitments. The college’s robust support services ensure that students will receive the academic assistance they need while pursuing their goals of earning a degree and building a stable career that enhances their lives.
MOTIVATIONS
Earning a college degree
Pursuing a stable career
Supporting her family
Balancing school, work, and family
Following her desired timeline
CHALLENGES
Will I be able to juggle my education with all of my responsibilities?
Will I have academic support if I need it?
Can I afford to do this?
Brand Audience - University Transfer
Meet Selina, a prospective college student opting to begin her academic journey at a community college with plans to transfer to a four-year institution. By choosing this path, Selina seeks to save on tuition costs while still receiving quality education. She aims to fulfill general education requirements and explore potential majors before transferring, ultimately aiming for a smooth transition to a four-year college where she can pursue her academic and career goals with a solid foundation.
Selina
DEMOGRAPHICS
Age: 18
Gender: Female
Location: Fort Mill, SC
WHY YORK TECH IS A RIGHT FIT
With strong transfer programs and a seamless credit transfer process, York Tech creates an easy transition into a four-year college. York Tech offers diverse majors suitable for transfer students, fosters a welcoming campus culture for making friends, and provides the flexibility to fit any schedule. It’s conveniently located for students in surrounding counties to take time to grow at home and adjust to college life in a tight-knit community while maintaining high academic standards.
MOTIVATIONS
Saving on tuition costs
Living at home
Maintaining high academic standards
Easing into higher education
CHALLENGES
Will I be missing out on a “real” four-year college experience?
Can I make friends when I commute and am in classes with people who are different ages?
Will the transfer process be easy to navigate?
Can I find a major that will be suitable for transferring?
Brand Audience - Dual Enrollment
Meet Tanner, a high school student looking to embrace dual enrollment at a nearby community college to save money and accelerate his educational journey. Motivated by a thirst for knowledge, Tanner aims to earn college credits and pave the way for a smooth transition into higher education, setting him up for future success.
DEMOGRAPHICS
Age: 16
Gender: Male
Location: Rock Hill, SC
WHY YORK TECH IS A RIGHT FIT
York Tech recognizes the importance of the dual enrollment experience and welcomes students of all ages and all walks of life. Students looking to jump ahead on their college education thrive at York Tech, as it provides ample resources for student success and is a supportive and diverse community.
MOTIVATIONS
Earning college credits early
Preparing for college: understanding classes and experiencing a new environment
Challenging himself
Saving money
CHALLENGES
Will I be able to juggle this with my regular school workload?
Will I be intimidated by those who are much older than me?
Will this be too challenging?
Am I missing out on my high school experience by jumping ahead?
Mission, Vision, and Values
Our mission, vision, and values are the foundation of what makes us York Technical College. They outline what we aim to achieve (our mission); how we plan to achieve it (our vision); and the principles we will uphold to get there (our values).
Our Mission
We transform lives and elevate our communities through the fearless pursuit of excellence in student success.
Our Vision
We will be the best-in-class educational choice for individuals, families, and partners by providing exceptional learning experiences and outstanding service delivered with pride and a spirit for innovation.
Our
Values
COURAGE
We pursue excellence in student success, community partnerships, and economic development; we have the courage to build a community of authenticity and trust with one another.
CHAMPIONS FOR EQUITY
We champion diversity as allies and foster a culture of inclusion.
CARE
We cultivate a community of care and compassion.
CURIOSITY
We move beyond the known and comfortable to better understand and meet the needs of our community and to elevate our relationships with our colleagues.
CENTERED ON STRENGTHS
We relentlessly pursue our vision by leading with and honoring our strengths and those of our colleagues.
Brand Platform | Mission, Vision, and Values
Brand Promise
Your brand promise is a short statement about what your institution can offer that no one else can.
How this is used: Refer to the brand promise as a guiding compass to ensure that your actions, communications, and experiences align with what York Tech is promising to its audiences.
The Power to Pursue Excellence
York Technical College offers accessible education dedicated to student success. With over 60 years of industry expertise and professional connections with the local and regional community, we empower students with the knowledge, skills, and resources to confidently pursue and exceed their goals at any stage of life.
Brand Pillars
Brand pillars are the unique attributes that collectively combine to establish our point of difference.
How this is used: When asked about “Why York Tech,” these pillars should be the response.
INCLUSIVITY
Home for All
We open our doors to the entire community, both local and beyond. Our goal is to ensure that education is within reach for everyone, regardless of their background or circumstances; and we are always searching for ways to provide more opportunities for growth and connection for our students and the people who support them.
EXCELLENCE
Inspired Growth
We are driven by the York Tech mission: the fearless pursuit of excellence in student success. Everything we do is guided by this objective and our core values, to fiercely push forward in helping our students and community achieve their full potential.
INNOVATION
Future Forward
Adapting to the ever-evolving workforce of our community is essential for our student and institutional success. We’re learning how to shed the old to make room for the new, constantly refining our approach to education, community, and personal development.
Reasons to Believe
Reasons to believe are the tangible proof points that support our pillars.
How this is used: Build trust and credibility with your audiences by using these reasons to believe throughout your messaging and marketing materials as evidence that York Technical College is the school it claims to be.
Culture of Caring
From flexible courses and a diverse array of learning models to campus celebrations and our foundation scholarships, support is everywhere at York Tech. We celebrate individual achievements and work together to overcome obstacles, fostering an environment of collaboration and commitment to each other.
High Job Placement Rate
York Tech is a generator for success. With our various connections to industry and 100+ programs available, we provide the support and environment our students need to start a thriving career immediately after graduation.
60 Years of Industry Expertise
For over six decades, York Tech has been instrumental in equipping skilled professionals who contribute to the sustained growth of our local workforce. We continue to adapt our curriculum to stay ahead of industry trends, preparing our students to enrich their communities through knowledge and job placement across Chester, Lancaster, and York counties.
Brand Platform | Reasons to Believe
Brand Persona
Your brand persona is how your brand presents itself to your different audiences and comes to life consistently across all media, messages, and moments.
How this is used: Use the characteristics defined in your brand persona to determine how to speak or communicate with your target audiences through your content.
Different audiences require different brand personas.
Your brand persona adjusts to the different audiences you’re speaking to:
GENERAL
AUDIENCE
Everyone who engages with your brand
EXTERNAL
AUDIENCE
People and organizations not associated with your brand
PROSPECTIVE
AUDIENCE
Students, families, and others who you are trying to attract or convince with your brand
INTERNAL AUDIENCE
Those who are directly connected with your brand on a regular basis
Brand Persona - General Audience
THIS IS HOW WE ALWAYS SHOW UP.
York Tech is a... Success Generator
Dedicated to student excellence and exceptional education, York Technical College strives to bring out the best in all members of our community. Combining resources such as industry expertise, community connections, career support, and future-forward thinking, we identify what’s needed for our students to succeed. Then we implement our plans with enthusiasm, encouraging all perspectives to share how we can make our next move even better.
Brand Persona - External
We are Career Connectors.
We work hard to optimize opportunities for our students, collaborating with local and regional industry experts to find the best possible avenues for future professionals to thrive.
Primary Audience: External
• Local and Regional Community
• Donors, Partners, and Other Organizations
• Media
Sample Messaging
Excellence starts here.
Discover what’s next at York Technical College.
Characteristics: Ambitious | Powerful | Bold
Brand Persona - Prospective
We are Approachable Experts.
We are open to all perspectives and experiences, using our history and expertise to create pathways for individuals to fearlessly pursue their goals.
Primary Audience: Prospective
• Prospective Students
• Guardians and Influencers of Prospective Students
Sample Messaging
Find your future at York Technical College.
Characteristics:
Brand Persona - Internal
We are Rallying Mentors.
We enthusiastically support our students in all their endeavors, equipping them with the knowledge and resources to make the most of their futures.
Primary Audience: Internal
• Faculty
• Staff
• Alumni
• Current Students
• Commissioners
• Board Members
Sample Messaging
Achieve. Exceed. Repeat. Be the best you at York Technical College.
Characteristics: Excited | Supportive | Inspiring
Brand Voice + Tone
Your brand voice and tone define how your brand sounds when speaking to your various audiences.
How this is used: Ensure that your messaging sounds cohesive and consistent across all platforms by reflecting the language and traits outlined in your brand voice and tone.
What York Technical College Sounds Like
York Tech is a college for the community. We value education, excellence, and the people and the connections that brought us to where we are today. Our voice and tone should reflect the pride we have in our school, our people, and our history, highlighting our fierce tenacity, accessibility, and commitment to student success in everything we do.
We speak and write like expert educators who know what it takes for our students to achieve and exceed their goals in their industry of choice. On all messaging and marketing materials, we strive to sound:
• CLEAR AND AUTHENTIC: We are straightforward and sincere in our language, clearly stating what we want to say and avoiding confusing jargon or industry terms.
• ASPIRATIONAL AND ENTHUSIASTIC: We dream big with our students and community, conveying excitement for all the opportunities available through education and connection.
• EXPERIENCED, YET WELCOMING: We are experts in our field, but we wield our knowledge for the benefit of others. We keep our messaging simple, inclusive, and accessible, acknowledging that quality education should be available to all.
• CONFIDENT AND BOLD: Our history and high student success rate allow us to make big promises we know we can keep. We carry that responsibility proudly, speaking with pride about the achievements of our school and our students.
Overall, the voice and tone should reflect York Tech’s relationship with our students and community: genuine, heartfelt, and excited to bring people together to achieve great things.
Vocabulary + Word Bank
These words encapsulate the essence of the York Technical College brand and serve as a versatile toolkit for crafting impactful marketing materials. Using this word bank ensures that all communications—from program descriptions and alumni stories to faculty highlights and student testimonials—resonate with York Tech’s values and vision, creating a cohesive and compelling brand narrative.
OUR COLLEGE
OUR PROGRAMS
OUR STUDENTS AND ALUMNI
OUR FACULTY AND STAFF
Accepting
Accessible
Determined
Enthusiastic
Adaptable
Fearless
Fierce
Ambitious
Forward-Thinking
Open
Supportive
Welcoming
Progressive Specialized
Versatile
Exceptional
Focused
Hard-Working
Intentional
Dedicated
Encouraging
Expert
Inspiring
Invested
Successful Thriving
Mentoring
Resourceful
Brand Platform | Vocabulary + Word Bank
York Technical College vs. York Tech Usage
“When do I say York Technical College vs. York Tech?”
We’re known throughout campus and our community as both York Technical College and York Tech. To maintain brand recognition and consistency, these guidelines provide a set standard for when to use York Technical College vs. York Tech in marketing materials, collateral, and other communications.
The First Mention Rule
In any document, article, web page, or other outward-facing marketing materials, use the full York Technical College name the first time the College is mentioned—this could be in the title, header, first paragraph, and so on.
Once the full, formal name has been established, York Tech and York Technical College can be used interchangeably throughout the rest of the document, article, web page or marketing material to the writer’s discretion, allowing for variety, ease of flow and storytelling, and accommodating for space.
When to Use York Technical College
Formal and/or external facing documents and communications
If/where space allows
Straight-Line Version
(Use as the preferred logo)
®
Stacked Version
(Use only when space is limited)
When to Use York Tech
Informal, casual, and/or internal facing documents and communications (such as internal emails, announcements, campus fliers, etc.)
In small or truncated areas where character space is limited or minimal (such as meta descriptions, Google search ads, social media posts, etc.)
If space is limited and the York Technical College master logo is present (such as print or digital ads, billboards, postcards, etc.)*
*See page 29 for details on master logo guidelines
Example: This brand guideline document is an example of the First Mention Rule. Because York Technical College has been established on the title page and first page of running copy, it is permissible to use either York Tech or York Technical College as needed throughout the rest of the guidelines.
Note: If you are unsure if the situation calls for York Technical College or York Tech usage, please contact our marketing department for clarification.
Brand Platform | York Technical College vs. York Tech Usage
Benefit Ladder + Messaging
A benefit ladder is a messaging matrix that breaks down your brand’s unique offerings and benefits into multiple layers or tiers.
How this is used: Use the benefits ladder as a guide for crafting messages that will resonate with your audience at each level of your brand’s benefits
The Different Levels of Your Benefit Ladder
BASIC FEATURE
Fundamental functionalities or characteristics that your school offerss
FUNCTIONAL BENEFIT
Specific advantages or benefits that the basic feature provides to your audience
EMOTIONAL BENEFIT
Deeper, more personal rewards that your audience experiences when engaging with your brand
EXAMPLE MESSAGING
Example of brand language and vocabulary you can use to communicate the features and benefits to your audiences
Brand Platform | Benefit Ladder + Messaging
Benefit Ladder + Messaging
Functional Benefit
Emotional Benefit
2-Year College
Provides a streamlined path to a degree or certification within a shorter timeframe, saving time and resources.
I have a quicker route to career advancement or personal development, and I’m empowered to reach my goals sooner and with less financial burden.
Benefit Messaging
Your career is closer than you think.
Start your two-year journey to your degree at York Technical College.
High Job Placement Rate
Ensures a higher likelihood of securing employment upon graduation, providing tangible returns on educational investment.
I have peace of mind and confidence in the future, knowing that my education will lead to meaningful employment opportunities and financial stability.
Graduate ready for anything. With a job placement rate close to 90%, a York Technical College degree sets you up for success right after graduation.
Low-Cost Tuition
Reduces financial barriers to education, making higher education more accessible to a broader range of individuals.
I don’t have to stress and worry about the financial burden of attending college. I can focus on my studies and future goals without being weighed down by debt.
Focus on your goals, not your budget.
York Technical College provides affordable education to get you closer to the career you want.
Brand Platform | Benefit Ladder + Messaging
Benefit Ladder + Messaging
Feature Class Flexibility: Hybrid, In-Person, Online Accelerated Course Options
Functional Benefit
Emotional Benefit
Accommodates various learning styles and schedules, allowing students to customize their educational experience to fit their individual needs and preferences. Allows students to complete their education in a shorter time frame, saving time and potentially reducing overall costs.
I have flexibility and convenience, which allow me to balance my academics with other responsibilities and foster a sense of control and empowerment over my education.
Benefit Messaging
Degrees Designed for Your Success
Over 100 Programs
Offers a diverse range of educational pathways and opportunities for students to explore their interests and career goals.
I have a sense of accomplishment and progression, because I can achieve my educational goals more quickly and now have increased confidence and motivation to pursue further opportunities or career advancement.
Study where you can, when you can, with flexible programs that fit your lifestyle. Life comes at you fast. Earn your degree faster. Achieve your goals in less time with York Technical College’s accelerated courses.
I have something to get excited and curious about as I choose my focus and have the opportunity to discover new passions and talents.
100+ Programs.
100+ Possibilities.
Pursue the career you want with diverse program options designed for your goals.
Brand Platform | Benefit Ladder + Messaging
Benefit Ladder + Messaging
Feature Bridge Program
Functional Benefit
Emotional Benefit
Provides additional support and resources for students transitioning from high school or other educational backgrounds to college, easing the transition and improving success rates.
I have a supportive environment and guidance to help navigate my college journey. I’ve built confidence and reassurance in navigating higher ed and have saved so much money by starting here.
Benefit Messaging
You got this.
York Technical College’s bridge programs provides the guidance and resources to start your college career strong, so you can finish even stronger.
Strong Industry Partnerships
Boosting the Community’s Economy
Facilitates valuable connections between students and potential employers, increasing internship and job opportunities and enhancing the relevance of education to realworld career pathways.
Contributes to local economic growth and development by providing a skilled workforce and attracting businesses and investments to the area.
I have a sense of belonging and relevance within the professional community and have a clear pathway to a successful career.
There is pride and solidarity within the community. I see the direct impact of my education on the prosperity and well-being of my surroundings. I have a sense of collective achievement and purpose.
Connect with your industry. York Technical College works closely with local and regional businesses to create opportunities for students to start a career right after graduation.
A College for the Community
For 60+ years, proud graduates of York Technical College have entered the local and regional workforce, creating a legacy of excellence throughout York, Chester, and Lancaster counties.
Benefit Ladder + Messaging
Feature
Supportive Faculty and Staff
Functional Benefit
Emotional Benefit
Provides personalized attention, guidance, and mentorship to students, enhancing learning outcomes and overall academic success.
I have a sense of belonging and support in a nurturing environment where I feel valued, understood, and empowered to reach my full potential.
Benefit Messaging
Mentors Who Do More
York Technical College faculty are dedicated to helping you start your career strong.
Innovative Learning Approaches
Incorporates cutting-edge teaching methods and technologies to enhance the learning experience and prepare students for the challenges of the future workforce.
I am engaged in my learning and am inspired to think creatively and adaptively, making learning exciting.
Welcoming Environment
Creates an inclusive and supportive atmosphere where students feel respected, accepted, and able to express themselves freely, enhancing overall well-being and satisfaction.
I have a sense of community— a place where I can connect with others, build meaningful relationships, and thrive personally and academically.
Pursuing excellence never stops.
York Technical College is always looking ahead, adapting to industry needs to ensure you get an education that meets demand. Success is a shared experience.
The York Technical College community invests in each other and your goals, setting you up for excellence in every step toward your career.
Brand Story
Your brand story is the emotional bedrock from which campaigns will spring.
How this is used: Use your brand story as inspiration for reflecting the heart and soul of your brand through language across all marketing materials and platforms.
York Technical Collge feels like it was built for you.
It’s convenient.
It’s affordable.
It’s flexible enough to fit your schedule and get you closer to your degree, even as you balance all the other priorities in your life.
But you quickly notice there’s a lot more to York Tech.
Your peers share your intention and drive, rallying around each other for every achievement.
Your teachers become mentors, expertly guiding you along pathways to excel.
Your education is immersed in York, Chester, and Lancaster counties, providing opportunities to learn, grow, and advance while supporting your neighbors.
And as you work toward your degree, you can feel the possibilities expanding.
What you found was more than a tech school.
You found a college for the community.
A college for you.
A college to fearlessly pursue excellence.
Now, there’s no stopping you.
BRAND IDENTITY LOGO
Our Logo
In order for the logo to be successful in building a strong brand, consistency is important. This consistency will influence how others perceive York Technical College as well as communicate to audiences the institution’s sense of organization and cohesiveness.
Master Logo
Straight-Line Version
(Use as the preferred logo)
Stacked Version
(Use only when space is limited)
Always Use Use Sparingly
The logo was designed to emphasize the “Collegiate” credentials of the institution and the many opportunities provided by course offerings at the College. Therefore it must appear on all communications.
While it is important to use the logo on all communications, it is just as important to not overuse it. Repeating the logo can diminish the importance of its use.
Logo as Identity Never Manipulate
Treat it as such—the logo is York Technical College’s main identity.
Changing the logo from its original state will confuse audiences and lessen the impact of the College’s identity system.
Licensing
The ® needs to be on all merchandise utilizing the institutional marks, whether retail or non-retail. The master logo with a registration mark is always preferred. For more information, please contact the Office of Strategic Communications and Marketing.
Open Space + Minimum Size
When used with other elements, the visibility of the logo is maximized by allowing an open space surrounding all sides of the logo. This space should be equal to the capital letter height in the York Technical College logotype and free of other graphic elements, type and the edge of the printed page.
PRINT SIZE:
Minimum .28” high
SCREEN SIZE:
Minimum 20 pixels high
PRINT SIZE:
Minimum .5” high
SCREEN SIZE:
Minimum 50 pixels high
Height of “Y” = space around the logo.“Y” spacing does not apply when using the tagline.
Color Usage
When reproducing the institutional logomark, always use York Technical College’s York Navy (PMS 280) and Lancaster Orange (PMS 151).
When the institutional blue and orange are not an option, black is preferred. When printing in a single PMS color, use PMS 280 (blue).
In special cases, Chester Gray (PMS 536) can replace the 30% of PMS 280 used in the wheel icon.
PMS 280 - YORK NAVY
CMYK: 100 89 24 19
RGB: 31 53 110
HEX #: 1F356E
PMS 151- LANCASTER ORANGE
CMYK: 0 65 100 0
RGB: 244 121 32
HEX #: F47920
PMS 536 - CHESTER GRAY
CMYK: 30 28 8 7
RGB: 167 164 189
HEX #: A7A4BD
The reverse treatment should only be used against a dark background where the contrast between the white lettering and background color is strong enough for the logo to reproduce clearly.
REVERSE LOGO (W/COLOR)
REVERSE LOGO (WHITE ONLY)
ONE COLOR (BLACK)
ONE COLOR (PMS 280)
THREE COLOR LOGO Brand Identity | Logo
Incorrect Logo Usage
The institutional logo must always be reproduced from approved electronic reproduction files. The color, size and proportions have been carefully selected and should not be altered in any way. The below examples are common mistakes to avoid.
INCORRECT ICON AND WORDMARK COLOR
INCORRECT COLOR USAGE
INCORRECT TYPE USAGE
INCORRECT LOGO PROPORTIONS
Wheel Icon
The wheel icon, or parts of the icon, may be used as a graphic element apart from the logotype. This approach should only be used on communications where the entire logo is also visible. While the wheel icon offers multiple possibilities for graphic applications, there are varied approved usage allowances and should be approved prior to implementing. Use of the icon separate from the institutional wordmark should be kept to a minimum.
The wheel icon should always use York Navy (PMS 280). When the institutional blue is not an option, black or white is preferred. Within this document are several examples of how this element can be rendered (one color, outlined, and screened). Each of these applications offers unique possibilities. Note that an outline variation is only permissible in black or white.
Program Based Logo
In order for the logo to be successful in building a strong brand, consistency is important. This consistency will influence how others perceive York Technical College as well as communicate to audiences the institution’s sense of organization and cohesiveness.
Program and Department Placement
The name of the program or department shall be centered under the break-line and shall not exceed the width of the primary wordmark. The program name and/or department should always be written in all-caps using Avant Garde font only. All other existing logo guidelines should be applied here.
INDUSTRIAL MAINTENANCE TECHNOLOGY
INDUSTRIAL MAINTENANCE TECHNOLOGY
INDUSTRIAL MAINTENANCE TECHNOLOGY
NURSING
Alternate Logo
The alternate “York Tech” version of the logo is not intended for widespread use, but does offer flexibility for applications where a truncated version allows for better visibility. This version should only be used for casual, informal internal promotional activities and pieces. The ® needs to be on all merchandise utilizing the institutional marks, whether retail or non-retail promotional items.
When comparing figure 1 to Figure 2, you will notice by using the shortened logotype treatment the letter size is much larger and legible despite the limited height.
SINGLE COLOR
REVERSE W/ COLOR
REVERSE
FIG. 2
FIG. 1
Our Seal
The College seal is only used for the most formal occasions.
How to Use:
The seal only appears on college diplomas, formal invitations, and ceremonial documents deemed appropriate by the College. It is not downloadable and may not be used as a graphic element without permission from the Office of Strategic Communications and Marketing.
BRAND
IDENTITY
MASCOT
Our Mascot: Titan the Wolf
Titan the Wolf serves as York Tech’s official mascot, embodying the spirit of resilience, courage, and unity that defines our community. Chosen through a student vote, Titan symbolizes the qualities that we aspire to foster within our students: strength, bravery, and the unwavering determination to overcome challenges.
Titan’s navy and orange fur represent the vibrant energy and creativity of our college community. As students embark on their educational journeys, they can look to Titan as an emblem of support and encouragement, inspiring them to keep pushing forward and never give up.
The use of Titan in brand materials should be thoughtful and strategic, appearing in contexts that highlight school spirit, community events, and student achievements. Whether in promotional materials, social media campaigns, or on-campus events, Titan’s presence reinforces the College’s values and serves to rally our community together.
By embracing Titan the Wolf, York Tech not only honors its rich heritage, but also creates a symbol of hope and perseverance for current and future students.
PRIMARY LOGO - SINGLE COLOR
Mascot Logo Guidelines
Formal College Mascot Logo
This version of the Mascot Logo is to be used anytime the full name of the College is used. The formal version of the Mascot Logo should be used for all off-campus or public-facing materials for the first year of use (or until decided that there is enough equity in the mascot that it is easily identified as belonging to York Technical College). The collegiate block font ( Industry Inc. - Base ) is the only typeface that should be used in direct lockup with the mascot icons and should only be used as all-caps. PLEASE NOTE: No Mascot Logo should ever replace the York Technical College wheel in the primary school logo.
Mascot Logo Guidelines
Mascot Logo - Alternate Uses
The wolf side head logo can be mirrored if it is on its own, but should never be mirrored if used as the full logo with type. In addition, a white underlay and outline may be applied to the single color wolf side head if used on a dark background, as not to lose any of its features.
Mascot Logo Guidelines
Informal College Mascot Logo
This version of the Mascot Logo is to be used internally or on campus, as well as for merch and other student facing marketing items. If the name “Wolves” is used, it is ONLY to be used with this less formal York Tech version. The Shortened York Tech version should only be used in the collegiate block typeface. This less formal approach lends itself to creating that “larger collegiate feel” when used with the mascot graphics.
INFORMAL FULL COLOR
INFORMAL TWO COLOR
ALT INFORMAL
ALT INFORMAL WOLVES
Incorrect Mascot Logo Usage
The mascot logos must always be reproduced from approved electronic reproduction files. The color, size, and proportions have been carefully selected and should not be altered in any way without permission from the marketing team. The below examples are common mistakes to avoid.
INCORRECT ICON AND WORDMARK COLOR
INCORRECT COLOR USAGE
INCORRECT TYPE USAGE
INCORRECT LOGO PROPORTIONS ®
Brand Identity | Mascot
BRAND IDENTITY
TYPOGRAPHY
Primary Typeface
Warnock Pro is York Technical College’s main serif typeface. It is used for headlines, subheads, and call-outs.
Warnock is used for York Tech’s logo typeface.
Warnock Pro ABCDEFGHIJKLNMOPQRSTUVWXYZ
Secondary Typeface
When used thoughtfully and appropriately, typography is a powerful brand tool. ITC Avant Garde Gothic is York Technical College’s main sans-serif typeface. It helps create a recognizable expression of our branding. It can be used for headlines, subheads, and secondary call-outs.
ITC Avant Garde Gothic
Multi-Use Typeface
Myriad Pro is York Technical College’s multi-use sans serif font. It can be used in body copy, headlines, subheads, and secondary call-outs. Its versatility provides a cohesive addition to the chosen display font. Note: Times or Times New Roman should be used on all letterhead communications.
Myriad Pro ABCDEFGHIJKLNMOPQRSTUVWXYZ
Weights
Semibold
Semibold
Web Typeface
Open Sans is York Technical College’s web font. It can be used in body copy, headlines, subheads, and secondary call-outs for digital applications.
Industry Inc. ( Base ) is York Technical College’s mascot font. It can only be used when used with the mascot logos. It should never be locked up with the wheel or used in body copy. It should only be used as all-caps.
INDUSTRY INC.
ABCDEFGHIJKLNMOPQRSTUVWXYZ
Brand Identity | Typography
BRAND IDENTITY COLOR
Color Palette
Color is an important design element for creating engaging communications. When used properly it can be an effective tool for establishing York Tech’s visual brand identity.
Primary
Secondary
York Navy Lancaster Orange
Gradient Palette
Gradients are used as backgrounds and for image overlays. They may be used to create an impactful backdrop to a design piece. Gradients should reflect York Tech’s color palette. See examples below.
YORK NAVY
LANCASTER ORANGE
HISTORIC LIGHT BLUE
NATURAL TEAL
COLLEGE BLUE
Digital Color Accessibility Guidelines
Digital color and accessibility guidelines are crucial for creating inclusive and user-friendly digital experiences. This matrix demonstrates how to use text with various color combinations to comply with WCAG 2.0 AA standards.
WCAG 2.0 level AA requires a contrast ratio of at least 4.5:1 for small text and 3:1 for large text.
Large text is defined as 18 point (typically 24px) or larger.
Small text is defined as 14 point (typically 18.5px) or larger.
L - Large text
L+S - Large and Small text
YORK NAVY
LANCASTER ORANGE
CHESTER GRAY
MILL MAROON TECH RED
NATURAL TEAL
COLLEGE BLUE
HISTORIC LIGHT BLUE
BRAND IDENTITY
PHOTOGRAPHY
Lifestyle Photography and Videography
To reflect an engaging and vibrant campus community, photography should capture authentic expressions that are confident and genuine. These documentary-style photos should contain authentic interactions between diverse students, faculty, and campus life. They should convey a sense of forward movement and illustrate an individual or group in pursuit of a goal or objective.
Campus Photography
To capture York Tech, the photography needs to have a documentary, candid style. The style should convey the feeling that York Tech is focused on what’s ahead. Also, it is preferred to use shots of campus with people to add life to the photography.
BRAND IDENTITY
GRAPHIC ELEMENTS
The York Tech Angle
The primary branding element is the York Tech Angle, which is based on the isosceles triangle to convey a sense of unity, creativity, problem solving, and future growth.
The York Tech design system is comprised of three elements:
1 - LIVE AREA
The live area can hold images, pattern, color and text.
2 - ANGLES
The angles are composed of overlapping shapes and lines. The angles can be placed on the bottom (figure A) or top (figure B) of the design. The angles can be cropped and reversed out in white (figure C) to create extendability of the brand.
FIG. A
2 - ANGLES
FIG. B
FIG. C
Patterns and Textures
Based on the isosceles triangle, brand patterns and textures extend the possibilities of the visual identity. They are to be used when a photo may not be appropriate or to add visual interest to the brand. Patterns can be transparent and/or applied over any color in the approved palette. You may zoom in and crop the patterns. Additional patterns may be introduced by school departments, but must be approved prior to use.
GRAPHIC PATTERNS
TEXTURE FILLS
BRINGING THE BRAND TO LIFE
Stationery
Stationery is an integral part of a graphic identity package. This page provides direction for print specification and how to use the stationery applications within the guidelines outlined in this manual. An example of the York Technical College letterhead is shown below.
The York Tech stationery specifications:
1 - LETTERHEAD
Size: 8.5” x 11”
Colors: 2/0 PMS 280 & PMS 151
Bleeds: 3 sided
Margins: Top: 2” Bottom: 1.25”
Left: 1” Right: 1”
2 - BUSINESS CARD
Size: 2” x 3.5”
Colors: 2/0 PMS 280 & PMS 151
Bleeds: 2 sided
3 - #10 ENVELOPE
Size: #10 Business
Commercial Flap: (9.5” x 4.25”)
Colors: 2/0 PMS 280 & PMS 151
Bleeds: None
PLEASE
PowerPoint Templates
The new PowerPoint template (16:9) incorporating York Technical College branding are available for school use. The template includes versions of title and content slides and can be downloaded from the employee portal.
Merchandise and Licensing
Apparel, give-aways, and other advertising specialities can be an effective means of marketing to the public. When using this approach, incorporating your brand correctly is important. While we strongly suggest following the guidelines provided in the previous pages for all visual applications, sometimes the size and reproduction methods involved in specialty promotions can pose unique challenges. Please use caution when considering any such repositioning and placement to conform to vendor specifications.
In compliance with York Technical College licensing, the ® needs to be on all merchandise utilizing official brand marks, whether retail or non-retail. Refer to page 18 of these guidelines for more information.
PLEASE NOTE: Only approved vendors can be used to produce York Technical College merchandise. All promotional items need to be approved by the Office of Strategic Communications and Marketing .
