July 19, 2016

BRAND IDENTITY MANUAL For Member Colleges and Universities MINNESOTA STATE

395,690 16,128 3,786 37 1 STUDENTS

EMPLOYEES

EDUCATIONAL PROGRAMS

COLLEGES AND UNIVERSITIES

SYSTEM

System Overview

With 30 community and technical colleges and seven state universities, Minnesota State is the largest provider of higher education in the state of Minnesota. Fifty-eight percent of the state’s undergraduate students attend a Minnesota State college or university. It is the fifth-largest system of higher education in the country. Minnesota State’s 54 campuses, conveniently located in 47 Minnesota communities, serve nearly 396,000 students, with 126,000 students taking non-credit courses and customized training and continuing education programs. Overall, the system awards 41,000 degrees, certificates, and diplomas each year. Eighty-five percent of these graduates get jobs in related fields and 80 percent stay in Minnesota, contributing to the state’s economy. Minnesota State offers 591 programs – with 16 percent now offered completely online – and about 14,000 courses that are partially or fully online. Minnesota State also serves more than 62,000 students of color (more than all other providers of higher education in Minnesota combined), 26,636 Post-Secondary Enrollment Options (PSEO) students, and 10,500 veterans. In addition, Minnesota State serves more low-income students than all of the other higher education providers in the state combined.

Introduction Several years ago, Minnesota State conducted qualitative and quantitative research and learned that the vast majority of Minnesotans didn’t know who our colleges and universities were, or how they were different from other higher education options in the state – including the University of Minnesota and private and for-profit options. But our colleges and universities ARE different. Within our system, there is a place, a program, and an attainable plan of action for everyone. We deliver on our strategic framework every day: We all offer an extraordinary education for the lowest cost and highest value in the state, and we are a partner of choice to meet the workforce needs of Minnesota. Our colleges and universities are stronger together: Our network of collaboration grows each day, and it is important for us to convey our wealth of opportunity and possibilities in a unified, compelling voice. The logo, visuals, and words used in this brand manual to describe the Minnesota State system will enable us to establish and maintain a clear, cohesive brand identity among the audiences that are most important to us – our current and future students. The Minnesota State brand has been established to create a platform to help our current and future students understand how our system of great colleges and universities offers a set of distinct benefits that will enable them to make the best possible decisions for investing in their futures. This manual provides directions for the visual and verbal articulation of the Minnesota State brand, as well as specific directions for using it in tandem with member institution names and identities, and system partnerships, collaborations, consortiums, and initiatives.

Contents

SECTION

PAGE

01 01 02 03 04 05 02 01 02 05 06 07 08 09 10

TITLE

SECTION

SYSTEM OVERVIEW INTRODUCTION

03 01 02 03 04 05 06 07 08 09 10 11 12 13 - 04 01

SYSTEM BRAND STRATEGY BRAND MANIFESTO BRAND POSITION BRAND PROMISE BRAND ATTRIBUTES MINNESOTA STATE GRAPHIC STANDARDS IDENTITY SYSTEM OVERVIEW ELEMENTS OF IDENTITY SYSTEM LOGO MINIMUM LOGO SIZE COLOR - PRIMARY/SECONDARY LOGO - COLOR REPRODUCTIONS INTEGRITY OF THE MARK

PAGE

TITLE MEMBER COLLEGE AND UNIVERSITY CO-BRANDING CO-BRANDING INTRODUCTION TYPOGRAPHY CO-BRANDING OPTIONS 1 (LOGO WITH IDENTIFIER) CO-BRANDING OPTIONS 2 (TEXT ONLY) CO-BRANDING ROLLOUT PHASE 1 - WEBSITE SIGNATURE PHASE 1 - BROCHURE EDITORIAL BOXES PHASE 1 - EXISTING MONUMENT SIGNS PHASE 1 - OFFICIAL COLLEGE AND UNIVERSITY LETTER HEAD PHASE 2 - NEW MONUMENT SIGNS PHASE 2 - BRANDED COLLATERAL CO-BRANDING USE GRID CONTACT INFORMATION

01 SYSTEM BRAND STRATEGY

Brand Manifesto

We are living in demanding times. Our world is rapidly changing. Our businesses crave new ideas. Our environment is at risk. Our communities are often struggling to keep up. And our people are being challenged to learn more, and to keep learning throughout their lives. Higher education has never been more important. For everyone. All ages. All cultures. All over our state. But for many, getting a good education can be challenging. Higher education can be too costly. Too inconvenient for working people. Too limited to provide options for any career path. Too uniform for an increasingly diverse population. Too exclusive to open doors to those who need more help. And too far away from those who have responsibilities at home. There is no greater vehicle for driving individual accomplishment than higher education. There is no better path to a more fulfilling life. No investment more likely to lead to individual accomplishment.

MINNESOTA STATE BRAND IDENTITY

No better way to stimulate community prosperity. And given the demanding times we live in, there is no better way to address the economic, environmental, and social challenges we face. In order to take Minnesotans to a higher level of success, higher education is our best answer. Minnesota State is a system of colleges and universities united to provide an extraordinary education that is affordable, accessible, enhances people’s quality of life, and sustains prosperous communities. We are Minnesota State. A system of outstanding colleges, universities, educators, and staff. We are deeply committed to greater educational success and access. We understand that higher education can be made practical for every student, from every culture, every part of the state, and every walk of life. We support each other, challenge each other, and promote each other. Knowing that, while we are strong individually, we are more powerful collectively. And we won’t rest until extraordinary education is a reality for everyone who aspires to do more for themselves, their families, their communities, and the state we all share.

SYSTEM BRAND STRATEGY 1

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Brand Position

Minnesota State provides the highest value, most affordable path to an extraordinary education, individual accomplishment, and community prosperity.

MINNESOTA STATE BRAND IDENTITY

SYSTEM BRAND STRATEGY 1

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Brand Promise

Minnesota State is a system of colleges and universities united to provide an extraordinary education that is affordable, accessible, enhances quality of life, and ensures prosperous communities.

MINNESOTA STATE BRAND IDENTITY

SYSTEM BRAND STRATEGY 1

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Brand Attributes

Offering Quality and Value Our colleges and universities offer extraordinary and affordable educational opportunities provided by exceptional faculty who prepare students for success. Providing Access Our colleges and universities provide students of all backgrounds a broad range of programs to achieve their goals, from career and technical training to baccalaureate, graduate, and doctoral degrees. This happens at 54 campuses and hundreds of businesses across the state and online. Developing Talent Our colleges and universities develop life-long learning, employment skills, and capabilities that prepare graduates for life and careers. Serving Community Our colleges and universities collectively and positively impact our state’s economy by producing well-rounded graduates who are prepared to contribute to their communities.

MINNESOTA STATE BRAND IDENTITY

SYSTEM BRAND STRATEGY 1

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02 MINNESOTA STATE GRAPHIC STANDARDS

Identity System Overview

The Graphic Identity Standards Manual establishes rules for the consistent implementation of Minnesota State’s graphic identity. These standards provide for the development of printed and electronic materials, and contribute to the powerful and unified expression of the brand. All Minnesota State entities (offices, member institutions, partners, initiatives, collaborations, consortiums, divisions, etc.) are expected to follow this manual when creating communication materials. Please contact the Marketing and Communications Office upon project initiation so adequate time can be planned for assistance and review. Send inquiries to: [email protected] 651-201-1830

MINNESOTA STATE BRAND IDENTITY

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Identity System Overview

The new Minnesota State identity is not to be abbreviated in any form at any time. For example, “Mn State,” “MinnState,” and “MnSCU” are unacceptable applications of the new “Minnesota State” brand, as they will dilute the identity. While “Minnesota State Colleges and Universities” remains the legal name of the system, it should only be used in ceremonial documents with the express permission of the Minnesota State Marketing and Communications Office. Contracts use the full legal name on first reference, and after that, the organization is referred to as “Minnesota State.” The preferred way to refer to the colleges and universities in writing is “the colleges and universities of Minnesota State.” If, for purposes of sentence structure, the preferred way isn’t an option, an acceptable alternative is “Minnesota State colleges and universities.” In addition, “Minnesota State” never takes a possessive form, as in “Minnesota State’s.” When referring to the system office, the preferred designation is the “Minnesota State system office” (note the lower case “s” in system and “o” in office).

MINNESOTA STATE BRAND IDENTITY

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Identity System Overview

The new Minnesota State identity is a simple but bold expression that borrows from the past, but points to the future. The banner-shaped mark represents the stature of the system. The M stands for Minnesota. The star represents the Star of the North, guiding our students on their journey.

MINNESOTA STATE BRAND IDENTITY

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Elements of Identity System Primary Logo - Vertical

This is the primary expression of the brand in a vertical format

Logo with Secondary Signature

Primary Logo - Horizontal

This is the primary expression of the brand in a horizontal format

Board of Trustees Seal

The Minnesota State identity system consists of a logo (vertical and horizontal), a logo with secondary signature, and a Board of Trustees Seal. The primary logos (vertical and horizontal) are the main expression of the brand, and should be used as directed in this manual in system office and member college or university co-branded communications. The logo with secondary signature (partners, collaborations, consortiums, divisions, or initiatives) should only be used in instances where the identifier or partnership has been approved by the Marketing and Communications Office. The Board of Trustees Seal is the official seal of the Board of Trustees, and is only used by the Board of Trustees and by member colleges and universities for ceremonial documents.

This is the primary format that supports secondary copy

MINNESOTA STATE BRAND IDENTITY

This is used by the Board of Trustees only

A screened seal is used as a design element on stationery templates, but is not to be used beyond the approved templates.

MINNESOTA STATE GRAPHIC STANDARDS 2

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Logo

Primary Logo - Vertical

Clear Space Around Logo

The logo must always be used as a provided file, and never typeset by the user, to ensure that the correct scale relationships and spacing are maintained.

Measure clear space by using the banner

Primary Logo - Horizontal

Clear Space Around Logo

Measure clear space by using the banner

MINNESOTA STATE BRAND IDENTITY

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Minimum Logo Size

Primary Logo - Vertical

1.75˝ minimum width

Primary Logo - Horizontal

2˝ minimum width

This chart identifies the smallest allowable scale of the logo. The logo and the logo with secondary signature should never be reproduced under the preferred minimum width. In special circumstances where it may be necessary to reproduce the logo smaller than the preferred minimum, contact the Minnesota State Marketing and Communications Office for guidance and approval.

Examples of Scaled Logo with Secondary Signature Primary Logo - Vertical

1.75˝ minimum width

MINNESOTA STATE BRAND IDENTITY

Primary Logo - Horizontal

2˝ minimum width

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Color – Primary/Secondary

Primary Brand Color

Secondary Brand Colors

Dark Blue

Light Green

PANTONE® 2757 C

C: M: Y: K:

100 076 012 070

R: 012 G: 035 B: 064 #0C2340

MINNESOTA STATE BRAND IDENTITY

PANTONE® 7482 C

C: M: Y: K:

090 000 093 000

Color Usage Breakdown

Warm Grey

PANTONE® Warm Grey 5 C

C: M: Y: K:

011 013 016 032

R: 000 G: 159 B: 077

R: 172 G: 163 B: 154

#009F4D

#ACA39A

Dark Blue to secondary color ratio

The primary brand color, Dark Blue, is the main expression of the brand. The logo should always be reproduced using this color, except when it is necessary to use black or white. The secondary brand colors are used in support of the primary brand color and should be used in a manner that gives the primary, Dark Blue, visual dominance. Body copy should never be styled in green. It should be limited to subtitles, headers, and secondary lines.

MINNESOTA STATE GRAPHIC STANDARDS 2

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Logo – Color Reproductions

Logo - Reversed

Logo - Solid

When reproduced in color, the logo should appear in the primary brand color, Dark Blue, black, or all white for reverses on dark backgrounds. Do not print or reproduce the Minnesota State logo in any other color than the approved blue, black, grey (35 percent screen of black minimum), or reversed out in white.

Logo - Reversed in Member Institution Brand Colors (e.g., Bemidji State Green)

Acceptable

Not acceptable

On the occasion that member institutions are printing or producing materials in one color other than black or blue, it is acceptable to “reverse out” the Minnesota State logo. This results in the logo appearing as white against a colored background. See examples below. It is also acceptable to “reverse out” the Minnesota State logo in a photograph. Make certain the photo has enough contrast between the type and image so the Minnesota State logo is clearly visible.

Logo - Reversed in a photograph

MINNESOTA STATE BRAND IDENTITY

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Integrity of the Mark – Unacceptable Reproductions

Logo

Logo

Logo with Secondary Signature

Do not substitute fonts in the elements

Do not tilt or break apart any of the elements

Do not reconfigure elements

Logo

Board of Trustees Seal

Board of Trustees Seal

Do not change the color of elements

Do not crop elements

Do not change the shape or skew elements or replace the ribbon element with the Board of Trustees Seal

Minnesota State

MINNESOTA STATE BRAND IDENTITY

The Minnesota State logo is the official mark of the institution and should be rendered accordingly with the utmost consistency and dignity. It should never be tweaked, stretched, or otherwise manipulated, but reproduced with consistency and integrity.

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03 MEMBER COLLEGE AND UNIVERSITY CO-BRANDING

Co-Branding Introduction What follows are rules for the college and university brands and Minnesota State brand when they are used together. The college or university brand and the Minnesota State brand do not need to be side by side, especially when there is potential word duplication. To create a pleasing layout, use space and sizing of the Minnesota State logo to create visual separation. There are four options for system identification, with a variety of applications. The next few pages explain how and when each should be used.

MINNESOTA STATE BRAND IDENTITY

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Typography – Electronic Documents, Letterhead, and Print

Primary Electronic Document Font

Calibri Regular

ABCDEFDHIJKLM NOPQRSTUVWXYZ abcdefdhijklmnop qrstuvwxyz 1234567890()/!?,.

Primary Font for Professionally Designed Pieces

Circular STD

ABCDEFDHIJKLM NOPQRSTUVWXYZ abcdefdhijklmnop qrstuvwxyz 1234567890()/!?,.

Secondary Electronic Document Font

Secondary Font (Didot Regular or Bold is acceptable)

Georgia

Didot Regular

ABCDEFDHIJKLM NOPQRSTUVWXYZ abcdefdhijklmnop qrstuvwxyz 1234567890()/!?,. MINNESOTA STATE BRAND IDENTITY

Minnesota State has selected a set of standard fonts for employee use on all internally produced presentations and correspondence. These are fonts that are already available to you through the Microsoft Office Suite. For electronic documents and screen-based presentations, Calibri is the primary font. Times New Roman has been selected for use with all printed correspondence. For the production of print and digital professionally designed materials for distribution to the public, Circular is the primary font.

ABCDEFDHIJKLM NOPQRSTUVWXYZ abcdefdhijklmnop qrstuvwxyz 1234567890()/!?,. MEMBER COLLEGE AND UNIVERSITY CO-BRANDING 3

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Co-Branding Option 1 (Logo with Identifier)

Logo with system affiliation identifier (preferred)

The minimum font size for the identifier is 9pt on print materials.

College or University Name, a member of Minnesota State

College or University Name, a member of Minnesota State

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Co-Branding Option 2 (Text Only)

If a member institution wishes to include the system affiliation identifier together with its name, it is acceptable to use the following text-only identifier:

The minimum font size for the identifier is 9pt on print materials.

“A member of Minnesota State” Or, if a college or university already has “Minnesota State” in its name, an additional option for a system application identifier is: “A member of the Minnesota State system” Examples:

A member of Minnesota State

A m e m b e r o f t h e M i n n e s o ta S tate syste m

A member of Minnesota State

Note: System affiliation identifier should be formatted in one of the Minnesota State fonts. See typography page.

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Phase 1

June 2016

• Board resolution • First read of Board Policy 3.23 • Circulate draft of System Procedure 3.23.1 for consultation

Ongoing

• Use up letterhead and collateral with old system logo

July-August 2016

• Consultation on System Procedure 3.23.1 • System office identity change

September 1, 2016 (or earlier)

• Implement System Procedure 3.23.1 • Revise electronic letterheads to include new Minnesota State logo • New Minnesota State logo on newly printed mailers and brochures

October 2016

• Second reading of Board Policy 3.23

December 31, 2016 (or earlier)

• Change look of current Minnesota State website to reflect new brand

June 30, 2017 (or earlier)

• Change monument signs with old identity to new Minnesota State system affiliation identifier • All logo merchandise and apparel includes Minnesota State system affiliation identifier

June 30, 2018 (or earlier)

• Change monument signs without any system identity to include new Minnesota State system affiliation identifier

Note: Exhaust current print supplies before updating branding.

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Phase 1 – Website Signature

Example

Must include the Minnesota State logo and system identifier with a link back to the Minnesota State homepage.

Normandale Community College, a member of Minnesota State

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Phase 1 – Brochure Editorial Boxes

Example

Must include the Minnesota State logo with system affiliation identifier; minimum font is 9 pt.

Option 1

Normandale Community College, a member of Minnesota State

Option 2

Normandale Community College, a member of Minnesota State

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Phase 1 – Existing Monument Signs

The system affiliation identifier should be clearly readable from a distance. It should be located above any potential landscaping or snow lines that may obstruct the view.

Example

This is an example use of the Minnesota State logo as a system affiliation identifier.

This is an example of the text-only system affiliation identifier.

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Phase 1 – Official College and University Letterhead

Examples

Must include the Minnesota State system affiliation identifier.

ALBERT LEA CAMPUS 2200 Riverland Drive Albert Lea, MN 56007 507-379-3300

AUSTIN CAMPUS 1900 8th Avenue NW Austin, MN 55912 507-433-0600

OWATONNA CAMPUS 965 Alexander Drive SW Owatonna, MN 55060 507-455-5880

A MEMBER OF THE MINNESOTA STATE COLLEGES AND UNIVERSITIES SYSTEM

A MEMBER OF MINNESOTA STATE

ALBERT LEA CAMPUS 2200 Riverland Drive Albert Lea, MN 56007 507-379-3300

AUSTIN CAMPUS 1900 8th Avenue NW Austin, MN 55912 507-433-0600

OWATONNA CAMPUS 965 Alexander Drive SW Owatonna, MN 55060 507-455-5880

A MEMBER OF THE MINNESOTA STATE COLLEGES AND UNIVERSITIES SYSTEM

A MEMBER OF THE MINNESOTA STATE SYSTEM

SCHOOL, DEPARTMENT OR OFFICE 123 Campus Address www.mnsu.edu Phone 507-389-0000 (V)

•

•

•

Mankato, MN 56001

department [email protected]

800-627-3529 or 711 (MRS/TTY)

•

Fax 507-389-0000 A

A member of Minnesota State and an Affirmative Action/Equal Opportunity University.

SCHOOL, DEPARTMENT OR OFFICE 123 Campus Address www.mnsu.edu Phone 507-389-0000 (V)

•

•

•

Mankato, MN 56001

department [email protected]

800-627-3529 or 711 (MRS/TTY)

•

Fax 507-389-0000 A

A member of Minnesota State and an Affirmative Action/Equal Opportunity University.

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Phase 2 – New Monument Signs

The system affiliation identifier should be clearly readable from a distance. It should be located above any potential landscaping or snow lines that may obstruct the view.

safe area

Example

A member of Minnesota State potential landscaping or snow line

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Phase 2 – Icon Use

The logo mark icon can be used by itself on logo apparel and in select social media situations. Any other instances where the icon appears either partially or in its entirety need to be approved by the Marketing and Communications Office.

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Co-Branding Use Grid

Media

Logo with Identifier

Website

X

Brochure editorial boxes

X

School monument signs

X

Official forms and letterhead Branded collateral (mugs, apparel, etc.)

Text Only

“Logo” Mark

X X X

Note: An X in both boxes indicates choice of system affiliation identifier.

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Contact Information

For more information about the Minnesota State Brand Identity Standards Manual, please contact the Minnesota State Marketing and Communications Office. Marketing and Communications Office [email protected] 651-201-1830

MINNESOTA STATE BRAND IDENTITY

CONTACT INFORMATION 4

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