IDENTITY DESIGN BRANDING GUIDE Rev. 4/2012

THE BRAND

• INTRODUCTION p. 2 • OUR IDENTITY / OUR BRAND p. 2 • DEFINITION p. 3

IDENTITY ELEMENTS • • • • • • • • •

SETON HILL LOGO p. 4 CRESTS AND SEALS p. 5 ATHLETICS p. 6 USAGE p. 7 SIGNATURE DEGREE LOGO p. 8 FRENCH LINE p. 9 COLOR p. 10 TYPOGRAPHY p. 11 IMAGE USAGE p. 12

DELIVERABLES • • • •

ONE SHEETS p. 13 ADVERTISEMENTS p. 14 OUTDOOR p. 15 WEB BANNERS p. 16

SETON HILL UNIVERSITY

IDENTITY DESIGN STANDARDS

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“If the management of Seton Hill find a way of doing things that is better than their present method they will replace all of that method or any part of it without scruple, for they are bound by no traditions and they fear nothing but God’s disfavor and the closed mind.” Seton Hill Bulletin, 1919

ABOUT SETON HILL UNIVERSITY INTRODUCTION

The following brand standards have been created on behalf of Seton Hill University to provide a clear set of guidelines with respect to the creation and design of all future marketing collateral. The specific goal of this document is to establish and maintain a cohesive and consistent marketing image across a variety of communication materials created by various departments and designers. The standards should always be followed. However, some discretion should be left to the designer in special circumstances that fall outside the conventions established here. In all cases, the spirit of the standards should be carefully considered.

but the makers of it…It is our school. It is making us now; we will eventually make it, even though we have not yet the pride of aristocrats looking back on things accomplished, but the ardor of pioneers seeing great things ahead.” Today, Seton Hill faculty, administration, and staff continue to embrace the mindset of the Sisters. Entrepreneurial thinking, grounded in the liberal arts, permeates the curriculum and the campus. Building on our past, we have created an environment that encourages students, faculty, administrators and staff to seek opportunities and to take informed risks Seton Hill alumni become change agents in their communities and in their professions. Their lives and successes exemplify the value of a Seton Hill education and our mission. Graduates leave Seton Hill equipped to think and act critically, creatively, and ethically and to become productive members of society committed to transforming the world. —“ We are not the passive recipients of a legacy of tradition but the makers of it…”

OUR IDENTITY / OUR BRAND

The Sisters of Charity, the founding order of Seton Hill University, and in the tradition of Elizabeth Ann Seton, were and are pioneers, entrepreneurs and risk takers. Their desire to serve the needs of the communities in which they lived whether it be in education, healthcare or social work, is embedded in every decision. At every turn and with every opportunity, the Sisters rose to the occasion not bound by traditions. They never hesitated to make whatever changes they deemed necessary to fulfill their mission. The Class of 1928 celebrated their dual role as students and “co-founders” of Seton Hill in an editorial in the 1928 issue of the Setonian: “We are new people, comparatively speaking, and this is a new school. We are not the passive recipients of a legacy of tradition

SETON HILL UNIVERSITY

…let all of us—alumni, students, faculty, staff, administration and friends—look to Seton Hill’s future, as did the students of 1928, with the ‘ardor of pioneers seeing great things ahead… Fearing Nothing but a Closed Mind and God’s disfavor.

IDENTITY DESIGN STANDARDS

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ABOUT SETON HILL UNIVERSITY DEFINITION - FEAR NOTHING BUT A CLOSED MIND

The Seton Hill Brand is based on a long tradition of teaching students that learning and change are one and the same. Here, students don’t simply learn, they are taught to appreciate the very process of learning. At its core, the brand is an attitude—an understanding that personal growth is only achieved through a willingness to embrace the challenges of one’s life, to accept risk, and to welcome adversity. This attitude is expressed in the institution’s current marketing theme-line, “Fear Nothing but a Closed Mind.” The Seton Hill experience is filled with meaningful interactions that are the building blocks of individuality and character. A Seton Hill graduate is prepared to confront life’s challenges with confidence, compassion, and a readiness to always move forward. Embodied by the university’s tagline, This Way Up, the brand represents an enlightened point of view that sees adversity for what is truly is—an opportunity to reach higher. It reflects the “Hazard Yet Forward” motto, embraces the architectural landscape of The Hill and reflects the educational mission which prepares our students to successfully transform the world in which they live.

“I would fit you for that world in which you are destined to live”

Saint Elizabeth Ann Seton

SETON HILL UNIVERSITY

IDENTITY DESIGN STANDARDS

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PRIMARY:

SETON HILL LOGO

For use in color printing applications.

For use in black/white printing applications.

SETON HILL UNIVERSITY MAIN LOGO

For the official SHU logo (rectangular block with text), the logo should either be a crimson rectangle with white text (for color applications) or a black rectangle with white text (for black and white applications). The wordmark (Seton Hill University) within the rectangle is written in ITC Giovanni. The official Pantone number for our crimson color is PMS 200.

(PMS 200)

ALTERNATES: For use when placed over a photo/background.

For use in black/white printing applications over grayscale images.

There are occasions when there is need for a “sign off.” This includes the rectangle with the web site (www.setonhill.edu) 1/8” centered and underneath in DIN Bold. The inclusion of “This Way Up” is left to the discretion of the designer. The web site can be seen in either black or white depending on the visual need. Seton Hill logos are available for download at www.setonhill.edu, in the News & Events, Style Guide section. For use in black/white printing applications.

THE “THIS WAY UP” TAGLINE

Many applications of the SHU logo also include the “This Way Up” tagline. These include the use of the logo on brochures, posters and flyers. The “This Way Up” tagline logo is part of SHU’s most recent marketing and branding efforts, and it is designed to look like handwritten text above the standard logo. The appropriate color choice for this tagline is either black or white. The more dominant color choice is black. However, if the logo is overlaid on a photograph or background, the tagline should be white–as long as there is enough contrast for the white lettering to be seen clearly. In an event where there isn’t enough contrast, black is permitted. The “This Way Up” tagline spans the length of the rectangle and stands proportionately 1/8” above the logo. The inclusion of the “This Way Up” tagline is left up to the designer’s discretion and isn’t necessary on all applications. When used as a standalone design element, the designer has more artistic freedom to change various elements (color, placement, watermarking, scale, etc.). NOTE: INDIVIDUALS OR GROUPS WISHING TO PROFESSIONALLY PRODUCE ITEMS (APPAREL, PROMOTIONAL ITEMS, ETC.) THAT FEATURE A SETON HILL UNIVERSITY LOGO MUST FIRST SEEK THE APPROVAL OF THE SETON HILL UNIVERSITY BOOKSTORE: 724-838-4223, [email protected] AND THE SETON HILL OFFICE OF PUBLIC INFORMATION: 724-838-4298, [email protected].

SETON HILL UNIVERSITY

For use as a sign-off in color applications and/or over photo background.

www.setonhill.edu

www.setonhill.edu

IDENTITY DESIGN STANDARDS

For use in black/white printing applications.

4

SEAL: For use in color printing applications.

For use in black and white printing applications.

CRESTS AND SEALS SEAL and CREST USAGE

Additional brand elements for Seton Hill are the crest and seal. The Seton Hill seal consists of a crest encircled by “Seton Hill University • Greensburg, Pennsylvania.” The crest of Seton Hill university includes our motto of “Hazard Yet Forward.” They can be used in both full color or black/white applications; colors used are the crimson and gold found on the Seton Hill color page. No other color variations are permitted. The Seton Hill crest and seal are generally used in formal documents and communications, and are rarely used for marketing purposes. They should never be used in place of the official Seton Hill logo for advertising or marketing applications. Seton Hill logos are available for download at www.setonhill.edu, in the News & Events, Style Guide section.

CREST: For use in color printing applications.

NOTE: INDIVIDUALS OR GROUPS WISHING TO PROFESSIONALLY PRODUCE ITEMS (APPAREL, PROMOTIONAL ITEMS, ETC.) THAT FEATURE A SETON HILL UNIVERSITY LOGO MUST FIRST SEEK THE APPROVAL OF THE SETON HILL UNIVERSITY BOOKSTORE: 724-838-4223, [email protected] AND THE SETON HILL OFFICE OF PUBLIC INFORMATION: 724-838-4298, [email protected].

SETON HILL UNIVERSITY

IDENTITY DESIGN STANDARDS

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For use in black and white printing applications.

PRIMARY LOGO:

ATHLETICS PRIMARY ATHLETIC LOGO

The Seton Hill Griffins athletic logo consists of the Griffin mascot atop the Seton Hill shield with an emphasized “Griffins” across the front. The words “Seton Hill” sit above “Griffins” in gold. This is the primary logo for the face of Seton Hill athletics. It is used on all official print publications, apparel and paraphernalia associated with the University.

ALTERNATE LOGOS

Occasionally, additional imagery is called upon for emphasis. The full-bodied Griffin, Griffin on shield that says strictly “Seton Hill,” and the “SHU Griffins” shield are acceptable alternates.

ALTERNATES:

Seton Hill logos are available for download at www.setonhill.edu, in the News & Events, Style Guide section.

NCAA LOGO/USAGE

Usage guidelines and requirements for the official NCAA logo are set and controlled by the NCAA. Anyone wishing to use the NCAA logo must contact Jason Greene, Seton Hill sports information director, at 724-830-1132 or [email protected] for information about current style and usage requirements. NOTE: INDIVIDUALS OR GROUPS WISHING TO PROFESSIONALLY PRODUCE ITEMS (APPAREL, PROMOTIONAL ITEMS, ETC.) THAT FEATURE A SETON HILL UNIVERSITY LOGO MUST FIRST SEEK THE APPROVAL OF THE SETON HILL UNIVERSITY BOOKSTORE: 724-838-4223, [email protected] AND THE SETON HILL OFFICE OF PUBLIC INFORMATION: 724-838-4298, [email protected].

SETON HILL UNIVERSITY

IDENTITY DESIGN STANDARDS

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2” 1.5”

USAGE

1”

BRAND UNIFICATION

In an effort to keep a unified visual look both on and off campus, it is very important to use Seton Hill University’s logos consistently and correctly. The relationship between the logo elements is pre-determined and fixed. Do not, under any circumstances, alter the proportions or placement of any of the these elements independently.

1” 1”

1/4” 1/4” 1/4” 1/4”

1/8”

1/8” 1/2”

SIZING

1/2”

We have established a sizing guide for our logo to help it stand out as much as possible. As always, the Seton Hill University logo is adaptive to the media in which it is being used. However, the logo is not to be scaled smaller than 1” in length and must increase size by 1/2” as to preserve the spatial integrity between the tags and the logo.

1/8” 1/8”

www.setonhill.edu

1/4”

1/4”

1” 1”

INCORRECT:

WHITE SPACE

There must be even, clear space surrounding all four edges of the logo and the logo must be kept free of other graphic elements as to retain clear legibility. An exception to this rule is when the logo is included in a footer, particularly on billboards.

EFFECTS

The logo is to be used alone and no additional effects should be applied to it. This includes instances where the the crimson logo is used on a crimson background. The logo should never be given an effect to alter its state. An exception to this rule is the inclusion of a subtle drop shadow when necessary to ensure the logo stands out against its background. Seton Hill logos are available for download at www.setonhill.edu, in the News & Events, Style Guide section.

SETON HILL UNIVERSITY

IDENTITY DESIGN STANDARDS

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PRIMARY:

ALTERNATE:

For use on lighter backgrounds.

For use on darker backgrounds.

SIGNATURE DEGREE LOGO THE SDP LOGO

The Seton Hill University Signature Degree Program logo consists of the letters “SDP” enclosed in a double ring “wax stamp.” It can be used alone or alongside the tagline “A Signature Degree Program.” It is also found paired with a larger watermark of the logo when used on Seton Hill “SDP” onesheets. The SDP logo is to be used only on pieces associated with programs in:

WATERMARK:

25% opacity

THE VISUAL AND PERFORMING ARTS THE HEALTH SCIENCES BUSINESS/THE WUKICH CENTER FOR ENTREPRENEURIAL OPPORTUNITIES SIZING

Tag line:

The SDP logo at smallest scaling is 1”. The font used for “(PROGRAM NAME) AT SETON HILL UNIVERSITY” is DIN Schrift in 1451 Engschrift Alternate, size 16pt. Again, it may change due to proportionate scaling when needed. The phrase remains 1/8” to the right of the SDP circle and 1/2” from the circle’s bottom edge. The “A Signature Degree Program” tag is 1/8” below the “(PROGRAM NAME) AT SETON HILL UNIVERSITY” line and also 1/8” from the SDP logo. (As seen in diagram.) Do not, under any circumstances, alter the proportions or placement of any of the signature elements independently. The Seton Hill University logo is adaptive to the media in which it is being used.

SETON HILL UNIVERSITY

For use on lighter backgrounds.

For use on darker backgrounds.

LAYOUT:

1” 3/8”

(INSERT PROGRAM NAME) AT SETON HILL UNIVERSITY

1/8” 1/4”

1/2”

IDENTITY DESIGN STANDARDS

1/8”

1/8”

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MASTER OF BUSINESS ADMINISTRATION

EXAMPLES:

TAKE THE

FRENCH LINE FRENCH LINE DESIGN

As part of the “FEAR NOTHING” campaign, a vertical and horizontal “path” element was added called the “French Line.” It is used as a cohesive design tool giving visual movement, unification, and a visual embodiment of Seton Hill’s “This Way Up” tagline.

WITH AN MBA FROM SETON HILL

HOW TO USE THE FRENCH LINE

As a branding tool, the French Line is a thin, (1pt) path used on campaign pieces that are typically conjoined with a header, subhead and a sign-off. Alternate usage incudes adding “This Way Up” at the conclusion of the line or the name of the pertaining program. However, when used as a stand-alone design element, the designer has more artistic freedom to change various elements (color, placement, etc.)

COLOR

The French Line color options consist of: White and Black. White is to be used on dark backgrounds where black is to be used on lighter. No other colors are permitted.

FEAR

For use on darker backgrounds.

BUT A CLOSED MIND

FRENCH LINE HEADINGS/SUBHEADS

The header used in conjunction with the French Line is typically composed of two text lines: a header and a subhead separated by 1/16”. The words that sit atop of the French Line (see examples) are adjusted to the left or right as following with the bend of the line, staying 1/8”from the edge. The words that sit atop of the French Line are also slightly cropped along the bottom edge. The subhead should be smaller than the headline. All spacing and design elements are subject to proportionate scaling.

SETON HILL UNIVERSITY

For use on lighter backgrounds.

IDENTITY DESIGN STANDARDS

FROM HIGH SCHOOL WHERE PREPARATION MEETS PURPOSE

9

COLOR PALETTE PALETTE COLORS

Seton Hill University’s colors are crimson and gold. Specifically, crimson is Pantone 200 and the gold is Pantone 142. The extended palette includes black and white. For any other usage, the CMYK break down has been provided below.

OFFICIAL COLORS:

CRIMSON: PMS (PANTONE) 200 C:0 M:100 Y:63 K:12

CRIMSON: C:0 M:100 Y:63 K:12 GOLD: C:0 M:28 Y:76 K:0

GOLD: PMS (PANTONE) 142 C:0 M:28 Y:76 K:0 EXTENDED PALETTE:

SETON HILL UNIVERSITY

IDENTITY DESIGN STANDARDS

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ADVERTISING FONTS:

DIN TYPOGRAPHY ADVERTISING FONTS (for use in advertising campaigns)

The primary advertising fonts Seton Hill has adopted into its standards are DIN and DIN Schrift. DIN Regular and Bold are used for body copy and captions while DIN SCHRIFT, more specifically, DIN ENGSCHRIFT is used for headlines, subheads, call outs, etc.

STANDARD FONTS (for non-advertising applications)

ITC Giovanni is the standard serif font and Frutiger is the sans serif font used at Seton Hill for print and online communications aside from specific marketing and advertising campaigns. ITC Giovanni is used for body copy on print publications, and is also the typeface used in Seton Hill’s wordmark logo. Frutiger is found on the web site, brochures and flyers. All fonts in the font families of ITC Giovanni and Frutiger are eligible for use when needed.

(For use on body copy and captions.)

REGULAR

BOLD

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 1234567890

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 1234567890

DIN SCHRIFT 1451 ENGSCHRIFT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 STANDARD FONTS: font for use in body copy, and on print ITC GIOVANNI (Serif publications such as brochures)

BOOK

BOLD

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 1234567890

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 1234567890

FRUTIGER

SETON HILL UNIVERSITY

(For use on headlines, subheads, call outs, etc.)

(Sans serif font for web usage, brochures and flyers.)

ROMAN

BOLD

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 1234567890

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 1234567890

IDENTITY DESIGN STANDARDS

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IMAGE USAGE IMAGE INTEGRITY

Both inside and outside of the classroom, the Seton Hill brand is brought to life in the form of colorful, vibrant, personal images of students engaged in the transformation process of learning. Preferred images might also be described by the following words: emotion, joy, intrigue, caring, community, absorbing, introspection, and competition. While the designer has discretion over the treatment of photography based on the physical nature and requirements of each marketing vehicle, every attempt should be made not to mute, filter or treat the images in an unrealistic way. In fact, every image should be carefully color balanced, retouched and coordinated with related design elements in the piece. Particular attention should always be given to the subject(s) of the image who should embody individuality and confidence. Whenever possible, the image should be the primary focal point of the piece, allowing the viewer to personally identify with the subject. The photo should have an active or kinetic foreground. Professionally captured and composed images of actual students and faculty are always preferred. However, exceptions are made for stock photography based on the design requirements and creative approach. It is important when building pieces of the brand that the images used follow the aforementioned style and any alterations made do not compromise the visual integrity of the brand.

SETON HILL UNIVERSITY

IDENTITY DESIGN STANDARDS

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EXAMPLES: PHySician aSSiStant PrograM at Seton Hill UniverSity

MUSIC THERAPY AT SETON HILL UNIVERSITY

ONE SHEETS

HEALING THROUGH

WHAT IS A ONE SHEET?

One sheets are used to promote individual programs. They contain a themed photo, headline phrase, subhead line, and body copy about the degree. There is typically a footer that contains all the different sections of the program.

For centuries, ancient cultures have practiced the healing powers of music. Today, modern medicine and music have come together at Seton Hill in a unique and highly

WHere PreParation MeetS PUrPoSe

specialized program accredited by the American Music Therapy Association. If you have a talent for music and

Seton Hill University is making an impact on the future of health care. Now you can, too. Become a Physician Assistant and join one of the fastest growing occupations in the United States.

a passion for helping people, you can now build a career around the gift of healing.

www.setonhill.edu

www.setonhill.edu

ONE SHEET FORMULA:

ART THERAPY BIOCHEMISTRY BIOLOgY CHEMISTRY MARRIAgE ANd FAMILY THERAPY MEdICAL TECHNOLOgY MUSIC THERAPY NUTRITION ANd dIETETICS PHARMACY PHYSICIAN ASSISTANT PRE-MEd PRE-PROFESSIONAL HEALTH PRE-OSTEOPATHIC

HEADLINE SUBHEAD PHRASE SIGN OFF

AT SETON HILL

COPY INFORMATION

LIST OF PROGRAMS/CATEGORIES

FRENCH LINE ELEMENT

FRENCH LINE ELEMENT

THE HEALTH SCIENCES AT SETON HILL

PERSON IMAGE

(INSERT PROGRAM)

AT SETON HILL UNIVERSITY

ADULT DEGREE PROGRAM

tHe HealtH ScienceS at Seton Hill

art tHeraPy BiocHeMiStry Biology cHeMiStry Marriage and FaMily tHeraPy Medical tecHnology MUSic tHeraPy nUtrition and dieteticS PHarMacy PHySician aSSiStant Pre-Med Pre-ProFeSSional HealtH Pre-oSteoPatHic

SPORTS MANAGEMENT

PERSON IMAGE

HEADLINE

BE IN

SUBHEAD PHRASE COPY INFORMATION

(INSERT PROGRAM)

AT SETON HILL

SIGN OFF

WITH A DEGREE FROM SETON HILL

AT SETON HILL UNIVERSITY

A college degree from Seton Hill University’s Adult Degree Program can make you a valuable asset to any business and give you the job security you desire. By helping you balance the demands of employment, family, and finances, Seton Hill can put you in command of your future.

Today, the world of sports is big business. For this reason, Seton Hill University’s Sports Management program is designed to develop your competitive instincts as well as your business skills. Here, you’ll experience the high standards expected of any professional athlete.

LIST OF PROGRAMS/CATEGORIES

www.setonhill.edu

AccOUNTING

At Seton Hill, you will learn to compete. BUSINESS

SOcIAL WORk

HUMAN SERvIcES

Depending on the orientation of the image’s subject matter, the “sign off” can be placed beneath the body copy to create a more natural movement to the layout, as shown in the top two examples at right.

SETON HILL UNIVERSITY

RISE ABOVE THE

IDENTITY DESIGN STANDARDS

13

www.setonhill.edu

Master of Business adMinistration

ADVERTISEMENTS

TAKE THE

AD TREATMENT

Advertisment layouts vary depending on the size and outlet in which they are being used. Examples of sizes: 1/4, 1/2, and full page.

NEWSPAPER ADS

Special consideration should be given to the text legibility for all newspaper advertisements. The quality of newspaper printing can vary from printer to printer. Therefore, headlines and copy should be designed accordingly for easy readability. Images are to be crisp and clean with ample distance from copy as to emphasize the legibility.

SETON HILL UNIVERSITY

With a seton hill MBa

At the forefront of today’s evolving global business environment, Seton Hill’s accredited MBA program focuses on innovative thinking and leadership. Whether you want to lead a global business or start your own, Seton Hill’s MBA program is focused on your future.

IDENTITY DESIGN STANDARDS

www.setonhill.edu

14

BILLBOARDS:

YOUR FUTURE IS

LOOKING UP

OUTDOOR BILLBOARDS AND BUS TAILS

The esthetics of billboards are slightly different compared to the other Seton Hill deliverable materials. The restricting billboard dimensions are not conducive to the flow of the French Line. As a result, the French Line has been eliminated and substituted by bold, crisp headlines with the Seton Hill logo in the bottom left-hand corner. Special attention should be given to the image resolution of large billboard collateral. The printer should always confirm the integrity of the image before printing via a strip test or verbal communication.

WTIH ADULT DEGREE PROGRAMS AT SETON HILL

OPEN HOUSE SUNDAY, OCTOBER 18, 2009

REGISTER TODAY!

BUS TAIL:

SETON HILL UNIVERSITY

IDENTITY DESIGN STANDARDS

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WEB BANNERS WEB BANNER SPECS

Size 1: 2.163 x 0.967 Size 2: 2.283 x 0.913 Web banners follow all of the same standards as the one sheets excluding the French Line element. In this way, the web banners follow the direction of the billboards.

SETON HILL UNIVERSITY

IDENTITY DESIGN STANDARDS

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Need more information on Seton Hill’s brand identity or marketing initiatives? Downloadable logos and style guide information can be found at www.setonhill.edu, under News & Events, Style Guide. Seton Hill students, faculty and staff can also find more information on brand identity and marketing at Seton Hill in Griffin’s Lair.

Specific questions about logos, brand identity and marketing at Seton Hill can be directed to: Tim Banks Graphic Design Manager [email protected] 724-838-4298 Becca Baker Associate Director of Marketing [email protected] 724-552-1745

SETON HILL UNIVERSITY

IDENTITY DESIGN STANDARDS

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