York Technical College Brand Guidelines

BRAND GUIDELINES 2024

®

2024 Brand Guidelines

Table of Contents Introduction Brand Guidelines Overview............................... 3

Brand Platform Brand Audience................................................. 5 Mission, Vision, and Values................................. 9 Brand Promise................................................... 10 Brand Pillars....................................................... 11 Reasons to Believe........................................... 12 Brand Persona................................................... 13 Voice + Tone..................................................... 18 What York Technical College Sounds Like...... 19 Vocabulary + Word Bank................................. 20 York Technical College vs. York Tech Usage..... 21 Benefit Ladder + Messaging............................ 22 Brand Story........................................................ 27

Brand Identity Logo Primary Logo..................................................... 29 Open Space and Minimum Size..................... 30 Color Usage...................................................... 31 Incorrect Logo Usage...................................... 32 Wheel Icon........................................................ 33 Program Based Logo........................................ 34 Alternate Logo.................................................. 35 Seal.................................................................... 36 Mascot Our Mascot: Titan the Wolf.............................. 38 Mascot Logo Guidelines.................................. 39

Typography Primary Typeface.............................................. 44 Secondary Typeface....................................... 45 Multi-Use Typeface........................................... 46 Web Typeface.................................................. 47 Mascot Typeface............................................. 48 Color Color Palette..................................................... 50 Gradient Palette............................................... 51 Digital Color Accessibility Guidelines.............. 52 Photography Lifestyle Photography and Videography....... 54 Campus Photography...................................... 55 Graphic Elements The York Tech Angle......................................... 57 Patterns and Textures....................................... 58

Bringing the Brand to Life Stationery.......................................................... 60 PowerPoint Templates...................................... 61 Merchandise and Licensing............................ 62

2

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

®

2024 Brand Guidelines

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 Platform | Brand Audience 5

®

2024 Brand Guidelines

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.

Carmen DEMOGRAPHICS

MOTIVATIONS

Age: 38

Earning a college degree

Gender: Female Location: Lancaster, SC

Pursuing a stable career Supporting her family Balancing school, work, and family

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

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?

a stable career that enhances their lives.

Brand Platform | Brand Audience 6

®

2024 Brand Guidelines

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

MOTIVATIONS

Age: 18

Saving on tuition costs

Gender: Female Location: Fort Mill, SC

Living at home Maintaining high academic standards Easing into higher education

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.

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 Platform | Brand Audience 7

®

2024 Brand Guidelines

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.

Tanner DEMOGRAPHICS

MOTIVATIONS

Age: 16

Earning college credits early

Gender: Male Location: Rock Hill, SC

Preparing for college: understanding classes and experiencing a new environment Challenging himself

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.

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?

Brand Platform | Brand Audience 8

®

2024 Brand Guidelines

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

CARE

CURIOSITY

We pursue excellence in student

We cultivate a community of care

We move beyond the known and

success, community partnerships, and

and compassion.

comfortable to better understand and

economic development; we have

meet the needs of our community and

the courage to build a community of

to elevate our relationships with our

authenticity and trust with one another.

colleagues.

CHAMPIONS FOR EQUITY

CENTERED ON STRENGTHS

We champion diversity as allies and

We relentlessly pursue our vision by

foster a culture of inclusion.

leading with and honoring our strengths and those of our colleagues.

Brand Platform | Mission, Vision, and Values 9

®

2024 Brand Guidelines

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 Platform | Brand Promise 10

®

2024 Brand Guidelines

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.

Brand Platform | Brand Pillars 11

®

2024 Brand Guidelines

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 12

®

2024 Brand Guidelines

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

EXTERNAL AUDIENCE

PROSPECTIVE AUDIENCE

INTERNAL AUDIENCE

Everyone who engages with your brand

People and organizations not associated with your brand

Students, families, and others who you are trying to attract or convince with your brand

Those who are directly connected with your brand on a regular basis

Brand Platform | Brand Persona 13

®

2024 Brand Guidelines

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 Platform | Brand Persona 14

®

2024 Brand Guidelines

Brand Persona - External

Primary Audience: External

We are Career Connectors.

•

Local and Regional Community

•

Donors, Partners, and Other Organizations

•

Media

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.

Sample Messaging Excellence starts here.

Discover what’s next at York Technical College.

Characteristics: Ambitious | Powerful | Bold

Brand Platform | Brand Persona 15

®

2024 Brand Guidelines

Brand Persona - Prospective

Primary Audience: 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.

•

Prospective Students

•

Guardians and Influencers of Prospective Students

Sample Messaging Find your future at York Technical College.

Characteristics: Accessible | Welcoming | Adaptable

Brand Platform | Brand Persona 16

®

2024 Brand Guidelines

Brand Persona - Internal

Primary Audience: 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.

•

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 Platform | Brand Persona 17

®

2024 Brand Guidelines

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.

Brand Platform | Voice + Tone 18

®

What York Technical College Sounds Like

2024 Brand Guidelines

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.

Brand Platform | Voice + Tone 19

®

2024 Brand Guidelines

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

Dedicated

Enthusiastic

Adaptable

Exceptional

Encouraging

Fearless

Ambitious

Focused

Expert

Fierce

Forward-Thinking

Hard-Working

Inspiring

Open

Progressive

Intentional

Invested

Supportive

Specialized

Successful

Mentoring

Welcoming

Versatile

Thriving

Resourceful

Brand Platform | Vocabulary + Word Bank 20

®

York Technical College vs. York Tech Usage

2024 Brand Guidelines

“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

When to Use York Tech

Formal and/or external facing documents and communications

Informal, casual, and/or internal facing documents and communications (such as internal emails, announcements, campus fliers, etc.)

If/where space allows

Straight-Line Version

Stacked Version

(Use as the preferred logo)

(Use only when space is limited)

®

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 21

®

2024 Brand Guidelines

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

FUNCTIONAL BENEFIT

EMOTIONAL BENEFIT

EXAMPLE MESSAGING

Fundamental functionalities or characteristics that your school offerss

Specific advantages or benefits that the basic feature provides to your audience

Deeper, more personal rewards that your audience experiences when engaging with your brand

Example of brand language and vocabulary you can use to communicate the features and benefits to your audiences

Brand Platform | Benefit Ladder + Messaging 22

®

2024 Brand Guidelines

Benefit Ladder + Messaging Feature

Functional Benefit

Emotional Benefit

Benefit Messaging

2-Year College

Provides a streamlined path to

I have a quicker route to career

Your career is closer

a degree or certification within

advancement or personal

than you think.

a shorter timeframe, saving

development, and I’m empowered

Start your two-year journey

time and resources.

to reach my goals sooner and with

to your degree at

less financial burden.

York Technical College.

High Job

Ensures a higher likelihood

I have peace of mind and

Graduate ready for anything.

Placement Rate

of securing employment

confidence in the future, knowing

With a job placement rate

upon graduation, providing

that my education will lead to

close to 90%, a York Technical

tangible returns on educational

meaningful employment

College degree sets you up for

investment.

opportunities and financial stability.

success right after graduation.

Reduces financial barriers to

I don’t have to stress and worry

Focus on your goals,

education, making higher

about the financial burden of

not your budget.

education more accessible to

attending college. I can focus on

York Technical College

a broader range of individuals.

my studies and future goals without

provides affordable education

being weighed down by debt.

to get you closer to the career

Low-Cost Tuition

you want.

Brand Platform | Benefit Ladder + Messaging 23

®

2024 Brand Guidelines

Benefit Ladder + Messaging Feature

Functional Benefit

Emotional Benefit

Benefit Messaging

Class Flexibility:

Accommodates various

I have flexibility and convenience,

Degrees Designed for

Hybrid, In-Person,

learning styles and schedules,

which allow me to balance my

Your Success

Online

allowing students to customize

academics with other responsibilities

Study where you can, when

their educational experience

and foster a sense of control and

you can, with flexible programs

to fit their individual needs and

empowerment over my education.

that fit your lifestyle.

preferences.

Accelerated

Allows students to complete

I have a sense of accomplishment and

Life comes at you fast.

Course Options

their education in a shorter

progression, because I can achieve

Earn your degree faster.

time frame, saving time and

my educational goals more quickly

Achieve your goals in less

potentially reducing overall

and now have increased confidence

time with York Technical

costs.

and motivation to pursue further

College’s accelerated courses.

opportunities or career advancement.

Over 100 Programs

Offers a diverse range of

I have something to get excited and

100+ Programs.

educational pathways and

curious about as I choose my focus

100+ Possibilities.

opportunities for students to

and have the opportunity to discover

Pursue the career you want

explore their interests and

new passions and talents.

with diverse program options

career goals.

designed for your goals.

Brand Platform | Benefit Ladder + Messaging 24

®

2024 Brand Guidelines

Benefit Ladder + Messaging Feature

Functional Benefit

Emotional Benefit

Benefit Messaging

Bridge Program

Provides additional support

I have a supportive environment

You got this.

and resources for students

and guidance to help navigate my

York Technical College’s bridge

transitioning from high school or

college journey. I’ve built confidence

programs provides the guidance

other educational backgrounds

and reassurance in navigating higher

and resources to start your

to college, easing the transition

ed and have saved so much money

college career strong, so you

and improving success rates.

by starting here.

can finish even stronger.

Strong Industry

Facilitates valuable connections

I have a sense of belonging and

Connect with your industry.

Partnerships

between students and potential

relevance within the professional

York Technical College works

employers, increasing internship and

community and have a clear

closely with local and regional

job opportunities and enhancing

pathway to a successful career.

businesses to create opportunities

the relevance of education to real-

for students to start a career right

world career pathways.

after graduation.

Boosting the

Contributes to local economic

There is pride and solidarity within the

A College for the Community

Community’s Economy

growth and development by

community. I see the direct impact of

For 60+ years, proud graduates

providing a skilled workforce

my education on the prosperity and

of York Technical College have

and attracting businesses and

well-being of my surroundings. I have

entered the local and regional

investments to the area.

a sense of collective achievement

workforce, creating a legacy

and purpose.

of excellence throughout York, Chester, and Lancaster counties.

Brand Platform | Benefit Ladder + Messaging 25

®

2024 Brand Guidelines

Benefit Ladder + Messaging Feature

Functional Benefit

Emotional Benefit

Benefit Messaging

Supportive

Provides personalized

I have a sense of belonging and

Mentors Who Do More

Faculty and Staff

attention, guidance, and

support in a nurturing environment

York Technical College faculty

mentorship to students,

where I feel valued, understood,

are dedicated to helping you

enhancing learning outcomes

and empowered to reach my full

start your career strong.

and overall academic success.

potential.

Innovative

Incorporates cutting-edge

I am engaged in my learning and

Pursuing excellence

Learning Approaches

teaching methods and

am inspired to think creatively and

never stops.

technologies to enhance the

adaptively, making learning exciting.

York Technical College is always

learning experience and prepare

looking ahead, adapting to

students for the challenges of the

industry needs to ensure you get an

future workforce.

education that meets demand.

Welcoming

Creates an inclusive and

I have a sense of community—

Success is a shared experience.

Environment

supportive atmosphere where

a place where I can connect with

The York Technical College

students feel respected,

others, build meaningful relationships,

community invests in each other

accepted, and able to express

and thrive personally and

and your goals, setting you up for

themselves freely, enhancing

academically.

excellence in every step toward

overall well-being and satisfaction.

your career.

Brand Platform | Benefit Ladder + Messaging 26

®

2024 Brand Guidelines

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 Platform | Brand Story 27

BRAND IDENTITY

LOGO

®

2024 Brand Guidelines

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

Stacked Version

(Use as the preferred logo)

(Use only when space is limited)

®

Always Use

Use Sparingly

Licensing

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.

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.

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.

Registered Trademark

®

Brand Identity | Logo 29

®

Open Space + Minimum Size

2024 Brand Guidelines

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.

.28”

®

PRINT SIZE: Minimum .28” high

®

SCREEN SIZE: Minimum 20 pixels high

.5”

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.

Brand Identity | Logo 30

®

2024 Brand Guidelines

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.

THREE COLOR LOGO

PMS 280 - YORK NAVY CMYK: 100 89 24 19 RGB: 31 53 110 HEX #: 1F356E

ONE COLOR (PMS 280)

PMS 151- LANCASTER ORANGE CMYK: 0 65 100 0 RGB: 244 121 32 HEX #: F47920

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)

PMS 536 - CHESTER GRAY CMYK: 30 28 8 7 RGB: 167 164 189 HEX #: A7A4BD

ONE COLOR (BLACK)

REVERSE LOGO (WHITE ONLY)

Brand Identity | Logo 31

®

2024 Brand Guidelines

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 ICON AND WORDMARK COLOR

INCORRECT COLOR USAGE

INCORRECT ICON SIZE

INCORRECT TYPE USAGE

INCORRECT TYPE AND ICON PLACEMENT

INCORRECT LOGO PROPORTIONS

INCORRECT BACKGROUND COLOR

Brand Identity | Logo 32

®

2024 Brand Guidelines

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

ONE COLOR

OUTLINED

SCREENED

(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.

PMS 280

BLACK

WHITE

FULL COLOR

Brand Identity | Logo 33

®

2024 Brand Guidelines

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.

FULL COLOR - LONG EXAMPLE

SINGLE COLOR

INDUSTRIAL MAINTENANCE TECHNOLOGY

INDUSTRIAL MAINTENANCE TECHNOLOGY

FULL COLOR - SHORT EXAMPLE

REVERSE COLOR

NURSING

INDUSTRIAL MAINTENANCE TECHNOLOGY

Brand Identity | Logo 34

®

2024 Brand Guidelines

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.

FULL COLOR FIG. 1

FIG. 2

SINGLE COLOR

REVERSE W/ COLOR

REVERSE

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.

Brand Identity | Logo 35

®

2024 Brand Guidelines

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 | Logo 36

BRAND IDENTITY

MASCOT

®

Our Mascot: Titan the Wolf PRIMARY LOGO - FULL COLOR

2024 Brand Guidelines

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

Brand Identity | Mascot 38

®

2024 Brand Guidelines

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.

FORMAL FULL COLOR

FORMAL ONE COLOR

ALT FORMAL PAW

ALT FORMAL FRONT

Brand Identity | Mascot 39

®

Mascot Logo Guidelines

2024 Brand 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.

MIRRORED SIDE HEAD FULL COLOR

SIDE HEAD ONE COLOR WITH WHITE GROUND

MIRRORED SIDE HEAD ONE COLOR

Brand Identity | Mascot 40

®

2024 Brand Guidelines

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

Brand Identity | Mascot 41

®

Incorrect Mascot Logo Usage

2024 Brand Guidelines

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 ICON AND WORDMARK COLOR

®

INCORRECT COLOR USAGE

INCORRECT WORDMARK USE

INCORRECT TYPE USAGE INCORRECT TYPE AND ICON PLACEMENT

INCORRECT LOGO PROPORTIONS

INCORRECT BACKGROUND COLOR

Brand Identity | Mascot 42

BRAND IDENTITY

TYPOGRAPHY

®

Primary Typeface

2024 Brand Guidelines

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 abcdefghijklmnopqrstuvwxyz 0123456789 Approved Weights Light Light Italic Regular Regular Italic

Semibold Semibold Italic Bold Bold Italic

Brand Identity | Typography 44

®

2024 Brand Guidelines

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 ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Approved Weights Book Book Italic Medium Medium Italic Bold Bold Italic

Brand Identity | Typography 45

®

2024 Brand Guidelines

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 abcdefghijklmnopqrstuvwxyz 0123456789 Approved Weights Light Light Italic Light Condensed Light Condensed Italic Regular Italic

Condensed Condensed Italic Semibold Semibold Italic Semibold Condensed Semibold Condensed Italic

Bold Bold Italic Bold Condensed Bold Condensed Italic Black Italic Black Condensed Black Condensed Italic Brand Identity | Typography 46

®

Web Typeface

2024 Brand Guidelines

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.

Open Sans

ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Approved Weights Light Light Italic Regular Italic Semibold

Semibold Italic Bold Bold Italic Extrabold Extrabold Italic

Brand Identity | Typography 47

®

Mascot Typeface

2024 Brand Guidelines

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 48

BRAND IDENTITY

COLOR

®

2024 Brand Guidelines

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

York Navy

Lancaster Orange

Chester Gray

HEX RGB CMYK

HEX RGB CMYK

HEX RGB CMYK

1f356e 31 53 110 100 89 24 19

f47920 244 121 32 0 65 100 0

a7a4bd 167 164 189 30 28 8 7

Secondary

Mill Maroon

Tech Red

Natural Teal

College Blue

Historic Light Blue

Empowered Purple

HEX RGB CMYK

HEX RGB CMYK

HEX RGB CMYK

HEX RGB CMYK

HEX RGB CMYK

HEX RGB CMYK

670f20 103 14 32 34 98 78 50

d9272d 217 39 45 9 98 93 1

56a4a7 86 164 167 67 19 35 0

0053a5 0 83 166 99 76 0 0

00a8e1 0 168 224 73 15 0 0

872b90 137 44 145 56 99 0 0

Brand Identity | Color 50

®

Gradient Palette

2024 Brand Guidelines

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

LANCASTER ORANGE

TECH RED

HISTORIC LIGHT BLUE

EMPOWERED PURPLE

NATURAL TEAL

COLLEGE BLUE

Brand Identity | Color 51

®

Digital Color Accessibility Guidelines

2024 Brand 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.

BACKGROUND COLOR

L

YORK NAVY

LANCASTER ORANGE

CHESTER GRAY

L

L+S

L+S

L+S L+S

TEXT COLOR

MILL MAROON

L

L+S

L+S

L+S L

L L+S

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

L+S L+S

L

L+S

L

EMPOWERED PURPLE

WHITE

L L+S

COLLEGE BLUE

HISTORIC LIGHT BLUE

L+S L+S

TECH RED

NATURAL TEAL

L

L

L+S

L+S

L+S L+S

L+S

BLACK

Brand Identity | Color 52

BRAND IDENTITY

PHOTOGRAPHY

®

Lifestyle Photography and Videography

2024 Brand Guidelines

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.

Brand Identity | Photography 54

®

Campus Photography

2024 Brand Guidelines

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 | Photography 55

BRAND IDENTITY

GRAPHIC ELEMENTS

®

2024 Brand Guidelines

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:

OTHER VARIATIONS

1 - LIVE AREA ANGLES

The live area can hold images, pattern, color and text.

1 - LIVE AREA

2 - ANGLES

LIVE AREA

The angles are composed of overlapping shapes and lines. The angles can be placed on the bottom (figure A) or top FIG. B

(figure B) of the design. The angles can be cropped and reversed out in white (figure C) to create extendability of the brand.

LIVE AREA

2 - ANGLES

ANGLE

FIG. C FIG. A

Brand Identity | Graphic Elements 57

®

Patterns and Textures

2024 Brand Guidelines

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

Brand Identity | Graphic Elements 58

BRINGING THE BRAND TO LIFE

®

2024 Brand Guidelines

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 First N. Lastname Vice President for College Advancement Executive Director, YTC Foundation, Inc.

452 S. Anderson Road Rock Hill, SC 29730 yorktech.edu

tel: 803.327.8012 fax: 803.325.2864

Margins: Top: 2” Bottom: 1.25” Left: 1” Right: 1”

firstnamelastinitial@yorktech.edu

FRONT

2 - BUSINESS CARD Size: 2” x 3.5” Colors: 2/0 PMS 280 & PMS 151

452S.S. AndersonRoad Road 452 Anderson RockHill, Hill, 29730 Rock SCSC29730 yorktech.edu yorktech.edu

Bleeds: 2 sided 3 - #10 ENVELOPE Size: #10 Business BACK

PRODUCT SPECIFICATIONS

File Name:

Dims: Material:

3.5”x2” Paper

Software: Fonts:

Adobe Illustrator Avant Garde

YTC-BuisnessCard-Mech.ai

Commercial Flap: (9.5” x 4.25”) Colors: 2/0 PMS 280 & PMS 151 Bleeds: None

PRODUCT PRODUCTSPECIFICATIONS SPECIFICATIONS

Date:

02/11/2022

Notes:

Dims: 9.5”x4.125” Dims: 9.5”x4.125” Material: Material: Envelope Envelope

File FileName: Name: YTC-No10_Envelope_1-Mech.ai YTC-No10_Envelope_1-Mech.ai

®

Software: Software: Adobe AdobeIllustrator Illustrator Fonts: Avant Fonts: AvantGarde Garde Date: Date:

2/11/2022 2/11/2022

PLEASE NOTE: Times or Times New Roman should be used on all letterhead communications.

Notes: Notes:

Bringing the Brand to Life | Stationery

PRODUCT SPECIFICATIONS 8.5”x11” Dims: Material: Paper File Name: YTC-Letterhead_2-Mech.ai Software: Adobe Illustrator Avant Garde Fonts: Date:

2/11/2022

Notes:

60

®

PowerPoint Templates

2024 Brand Guidelines

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.

Bringing the Brand to Life | PowerPoint Templates 61

®

Merchandise and Licensing

2024 Brand Guidelines

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 .

Bringing the Brand to Life | Merchandise and Licensing 62

452 Anderson Road | Rock Hill, SC 29730

yorktech.edu