BR AN DI NG

TOOL BOX

[ REVISED MARCH 2016 ]

W H AT I S A B R A N D ?

A brand is the experience our audience receives or expects to receive. It is what sets us apart from other colleges and universities.

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Our brand is defined by the ideas and perceptions people have about The Citadel, and those ideas are influenced by what they see. It is important that our audience sees a consistent look throughout all communication materials created for The Citadel, so that our identity is instantly recognizable. We hope you find the Branding Toolbox useful. Should you have any questions or suggestions, please let us know by emailing [email protected].

VISUAL IDENTITY: GRAPHIC GUIDELINES

With today's technology, people are bombarded with hundreds of visual images and messages every day. Successful organizations know that it is important to build and maintain a strong visual identity that will cut through the visual clutter and be recognized instantly and positively by target audiences. The goal of visual identity is to create an immediate recognition and an emotional connection with desired audiences. The guidelines presented in this toolbox ensure a basic level of consistency across college communications. At the same time, they provide schools and unique student populations the latitude to develop projects that meet their specific needs. This toolbox provides specific directions for the proper application of our logo and related elements. Included samples represent the graphic standard in nearly all situations. The only exceptions—and there are acceptable exceptions—must be approved on a case-by-case basis by the vice president of communications and marketing. Campus constituents should refer to this toolbox when developing any communications.

(Note: Please do not dispose any current inventory of business cards, letterhead, communication tool, etc.; you may continue using these until they are exhausted. When reprinting or creating new materials, you should apply the branding tips, tools and templates found in this guide).

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T H E C I TA D E L O F F I C I A L L O G O In the dynamic environment of competing academic institutions, it is increasingly important that The Citadel expresses a single, compelling voice in everything we do. As the signature of The Citadel, the college logo is our brand icon for the campus community and the public at large. Because of The Citadel’s well-known reputation and unique mission, the name itself evokes the brand features without a pictorial cue. The Citadel logo may be reproduced only from an original digital file (.ai Adobe Illustrator, .eps or JPEG formats). The logo must not be photocopied, scanned, recreated, reproportioned or altered in any way. Reproduction of the college logo must follow color, size and spacing guidelines outlined in this toolbox.

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The primary logo of The Citadel includes the words in a stylized Trajan typeface (left). This graphic should be included as the base of all logo variations described in pages 5-9.

In many cases, The Citadel's logo will be applied with descriptive, stylized text. The military college example (left) and all other variations will be demonstrated later in this toolbox.

(For access to all logos discussed in the coming pages, please email [email protected])

T H E C I TA D E L L O G O : O P T I O N A L I C O N

An optional logo variation includes a graphic representation of Padgett-Thomas Barracks. Linking the college's name to one of the institution's oldest and most recognizable landmarks helps the logo distinctively represent the college. The graphic depiction of Padgett-Thomas Barracks suggests strength and stability. The shape of the mark illustrates the view through a portal—a dominant architectural characteristic of campus and a historically recognized symbol of strength, timelessness and passage. The Palmetto tree, symbolic of South Carolina pride, highlights the college's location in Charleston. The flag flying atop the tower is an expression of patriotism and leadership, and the inversed crescent moon represents Big Red, the college’s iconic flag. Coupled with the institutional name set in a classical but clear typeface, the effect is one of pride, proclaiming that The Citadel is more than just a college—it is a place where honor and tradition are valued and developed, structure is important, and people are valued for their place in the process of the mission of principled leadership development. Note: The icon and military college tagline, which represent the Corps of Cadets, should not be used by those serving only the CGC and EUGS.

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T H E C I TA D E L L O G O : S C H O O L & D E PA RT M E N T I D E N T I T Y

Branding is about one voice. Multiple identities conflict with our objectives and confuse the public. However, specific schools, departments, programs and other groups on campus can differentiate themselves from others on campus by using an approved identifier in conjunction with the primary logo. Approved department identifiers in the logo are required for all business cards, letterhead, departmental communications, etc. The following protocol should be used as a guide to determine the appropriate tagline.

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I. Primary Affiliation: School (Ex: School of Engineering) II. Secondary Affiliation: School Track (Ex: Graduate College) III. Tertiary Affiliation: Other/Misc. (Ex: Office of the Treasurer)

If you have questions regarding use, please contact the Office of Communications and Marketing (953-6779).

T H E C I TA D E L L O G O : P R I M A R Y A F F I L I AT I O N - S C H O O L

The college’s academic schools should use their logo variation. For example, the Department of Civil and Environmental Engineering should use the "School of Engineering" identifier. Approved school logos are as follows:

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T H E C I TA D E L L O G O : S E C O N D A R Y A F F I L I AT I O N - S C H O O L T R A C K

Administrative offices not affiliated with a particular school should use one of the following logo variations.

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Corps of Cadets The Military College of South Carolina

Evening Undergraduate Studies Learn Tonight. Lead Tomorrow.

The Citadel Graduate College A Higher Degree of Leadership

Ex: the Office of the Commandant, Office of Admissions should use the military college tagline because they solely serve the Corps of Cadets.

T H E C I TA D E L L O G O : T E RT I A R Y A F F I L I AT I O N - O T H E R / M I S C .

Offices that are broad in scope should use The Citadel logo without a tagline. Examples include the Office of Communications and Marketing, Office of the Registrar, etc.

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T H E C I TA D E L L O G O : C L E A R S PA C E A N D M I N I M U M S I Z E

Minimum positive print size 1.825"

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Minimum reverse print size 1.945"

Using the logo in the proper size and proportion is important in maximizing usability and recognition. Clear space requirements A should equal the height of the C in Citadel and should be followed in all applications except for specially approved allowances. Note that the logo is an art element and should not be manually created using text-only.

T H E C I TA D E L L O G O : A P P R O V E D C O L O R S The Citadel logo may only be reproduced in the official navy blue (see page 16), black (for black and white publications only), or in reverse white when printing over a dark background.

ex: traditional logo use, 100% Pantone 295 Blue, no screens

ex: black and white use, 100% black, no screens

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(Reverse black and white use, 100% black, no screens.)

ex: reverse white over a dark background

T H E C I TA D E L L O G O : S P E C I A L U S E A N D S I Z E

1"

(Acceptable use of The Citadel logo on screen printed items. Match solid Pantone 295 Blue.) Minimum screen print size: 3.75"

12 Embroidery minimum: 2.185"

(Acceptable use of The Citadel logo on embroidered items. Thread choices are dark navy blue and white only.) Screen printing and embroidery are techniques commonly used to create a logo on clothing or various promotional items. They require slightly different specifications than standard printing. Screen printing can be ideal for a wide variety of surfaces— from paper and cloth to glass and plastic—and to an equally wide range of shapes, including spheres and cylinders. Generally, screen printing on fabric is not advisable for logos smaller than (1”) in height or on any surface for logos smaller than (1"-2") in height.

Embroidery is even more limiting. Unlike printing processes where inks can be mixed to match virtually any exact color, embroiderers rely on a finite number of available thread colors and there is no industry-wide standard for colors. Moreover, the artwork used by commercial embroiderers must be in a special digital format. Commercial embroidery is a highly technical process that, for best results, requires source artwork in a very specialized format. Selecting a qualified embroiderer and specifying quality material is critical to the acceptability of the finished product. If you are uncertain about the requirements for a specialty item or

labeling process not covered here or if you have questions about any process or specification, the appropriateness of a specific item or the proper use of The Citadel logo on any item, contact the vice president for communications and marketing. Note: These rules are applicable to items being produced by internal campus constituents and do not apply to the Barnes & Noble-owned campus gift shop.

T H E C I TA D E L S E A L

The college seal is the official crest of the institution. The seal may be used in the official navy blue (see page 16), black (for black and white publications only), or in reverse white (when placed over a dark background). The seal is registered with the U.S. Trademark Office, and must always carry the trademark TM symbol.

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M A R K E T I N G T H E C I TA D E L W I T H A U N I F I E D C A M PA I G N

DARE TO LEAD The tagline "Dare to Lead" was incorporated into The Citadel brand in February 2013. The expression is bold and definitive. "Dare” is a positive challenge and call to action while “Lead” projects our mission of developing principled leaders.

The expression appeals to select applicants who seek a challenge. The simple, direct wording invites people to accept our challenge academically, militarily and philanthropically.

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The Dare to Lead logo is depicted above and should be used prominently on recruiting materials including publications, advertising, electronic media, etc. The Dare to Lead logo should never appear on its own; The Citadel logo must also exist within each publication or webpage. Dare to Lead does not appear on The Citadel letterhead (please refer to stationery standards on pages 18-20). Note: When printing collateral for Dare to Lead, a shade of bright green may be integrated with The Citadel's primary colors (see page 16). Dare to Lead Green may not be used in other instances. The color formulas are as follows: HEX: # D6EA00 / CMYK: 9, 0, 95, 8 / RGB: 215, 234, 0

N O N - C O M M E R C I A L U S E O F C I TA D E L L O G O S BY I N D I V I D U A L S O R E N T I T I E S O U T S I D E O F T H E C I TA D E L : The Citadel has strict rules governing the look and use of licensed logos associated with the institution and the Athletic Department. Each use of these logos must be approved in advance by the college licensing director. To request use of logos, please contact the licensing director via email, at [email protected] and provide all of the following information:

1. Requestor’s name, email address and telephone number. 2. Name of the organization or company making the request (if different than requestor). 3. Detailed description of how the logo/mark will be used. 4. Start and end date for use of the logo/mark being requested. Please allow a minimum of two weeks for the approval process.

C O M M E R C I A L / F O R - P R O F I T U S E O F C I TA D E L L O G O S VIA LICENSED VENDORS The Citadel Athletic Department uses the Collegiate Licensing Company (CLC) to manage all logos and marks associated with the department and institution, thus making it necessary to use only vendors (local or national) that are licensed through CLC to print and/or produce items with licensed logos or marks. Any request for commercial/for-profit use of a Citadel logo must be approved in advance and managed by CLC.

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T H E C I TA D E L BR A N D : P R I M A RY C O L O R S The official athletics colors of The Citadel are "Citadel Blue" and white. To provide contrast in print materials, the college has adapted The Citadel blue and navy blue color palette for all things marketing. Coatedstock stockapplications applications Coated

Pantone 279 C

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Pantone 295 C

Uncoated stock applications

Pantone 279 U

Pantone 295 U

4-color process applications

69 Cyan 34 Mag

100 Cyan 51 Mag 63 Black

RGB color digital applications

77 Red 144 Green 205 Blue

50 Green 99 Blue

Hex code web applications

#4D90CD

#003263

Pantone/Spot Color (Stock application): Spot colors are printed with premixed inks to ensure an exact match. Spot colors typically use the Pantone Matching System (PMS) where a number is assigned to use as reference to a unique spot color. By using this type of numbering system, people can convey the exact colors for a printed piece to each other without actually looking at the same samples. It’s important to remember that spot color and process colors do not always match, and we advocate the use of spot color where possible, to ensure exact color match. CMYK Color (4-color process application): CMYK refers to the four inks used in color printing: cyan, magenta, yellow and key (black). The CMYK, or Process Color method, blends the primary color inks together to create a full color image. Design that is intended for print should use the CMYK color scheme. RGB Color (Digital application): RGB is the color model used for all electronically displayed documents, and uses red, green and blue light to reproduce colors. Design intended for display online or on a computer screen should use the RGB color scheme. Hex Color (Web/computing application): A six-digit hex code should be used when specifying an RGB color in HTML, CSS and other computing applications.

T H E C I TA D E L BR A N D : S E C O N D A RY & T E RT I A RY C O L O R S Secondary color signatures are used in conjunction with The Citadel’s primary colors to provide visual support. This provides a complimentary color palette that can be used in design to help augment the collegiate colors. This is intended only as a guideline as colors should always be chosen as necessary to support the message and design. Regardless of color choices, the primary colors should still be dominant and used overtly to support the brand.

17 The tertiary color signatures of the college are inspired by The Citadel's campus and it's location in Charleston, SC.

HEX: CMYK: RGB:

PT Barracks

Summerall Field

Live Oak

Harbor Sunrise

Tassle Gold

Big Red

Cadet Sash

Shako

#D8D7D0 14, 11, 16, 0 216, 215, 208

#888F4F 49, 31, 83, 8 136, 143, 79

#58603C 61, 45, 82, 32 88, 96, 60

#E48725 8, 55, 100, 0 228, 135, 37

#934E22 30, 73, 100, 25 147, 78, 34

#C22126 16, 100, 100, 7 194, 33, 38

#4D1A1D 42, 85, 73, 63 77, 26, 29

#2A2829 69, 63, 62, 58 42, 40, 41

T H E C I TA D E L L E T T E R H E A D Light Blue = Pantone 279

Trajan Regular: 9pt./11pt. leading

18 The Military College of South Carolina

Trajan Bold Centered: 10pt.

0.275"

171 Moultrie Street, Charleston, SC 29409 (843) 225-3294 Fax (843) 953-6767 www.citadel.edu

Times New Roman Regular Centered: 10pt./12pt. leading

(The Citadel letterhead prints on standard 8.5” x 11” paper)

This letterhead template is to be used by anyone who does not solely serve the CGC or EUGS. The logo should be replaced only if you are affiliated with one of the five academic schools at The Citadel (in which, include the respective logo as demonstrated on page 7). If the logo is replaced with a school identifier, this template should be adjusted so there is 0.275" between the bottom of the logo and the top of the office/department name. Each department/office will include its unique name (ex: Office of Communications and Marketing, Office of the Registrar, etc). The Military College of South Carolina footer will be used for all departments/offices except The Citadel Graduate College and The Citadel Evening Undergraduate Studies (for which letterhead is demonstrated in the pages to follow). The barracks icon is not to be used in letterhead. Only the official address of the college is to be included in the footer; you may not use a department specific address (example: 203 Richardson).

T H E C I TA D E L L E T T E R H E A D : G R A D U AT E C O L L E G E

Light Blue = Pantone 279 .625"

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A Higher Degree of Leadership

Trajan Bold Centered: 10pt.

171 Moultrie Street, Charleston, SC 29409 (843) 953-5000 Fax (843) 953-6767 www.citadel.edu

Times New Roman Regular Centered: 10pt./12pt. leading

0.275"

(The Citadel letterhead prints on standard 8.5” x 11” paper)

T H E C I TA D E L L E T T E R H E A D : E V E N I N G U N D E R G R A D U AT E S T U D I E S

Light Blue = Pantone 279 .625"

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Trajan Regular: 9pt./auto leading

Learn Tonight. Lead Tomorrow.

Trajan Bold Centered: 10pt.

0.275"

171 Moultrie Street, Charleston, SC 29409 (843) 953-5000 Fax (843) 953-6767 www.citadel.edu

Times New Roman Regular Centered: 10pt./12pt. leading

(The Citadel letterhead prints on standard 8.5” x 11” paper)

T H E C I TA D E L B U S I N E S S C A R D Light Blue = Pantone 279 Department Name: Trajan Regular: 9pt./10pt. leading Employee Name: Times New Roman Bold: 11 pt. Employee Title: Times New Roman Italic: 9pt.

0.275"

1.825" 0.925" 0.8945" 0.325" 0.25"

Employee Email: Times New Roman Regular: 9pt.

Office of the Registrar

Reggie Q. Records Office Manager

0.175" Citadel Address: Times New Roman Regular: 9pt./10.5pt. leading

[email protected]

171 Moultrie Street Charleston, SC 29409 O (843) 953-5000 C (843) 555-0000 Fax (843) 953-6767

The Military College of South Carolina

1.2"

www.citadel.edu 0.275" Tagline: Trajan Bold: 9pt. Website: Times New Roman Italic: 10.5pt.

This business card template is to be used by anyone who does not solely serve the CGC or EUGS, and is not directly affiliated with one of the five academic schools at The Citadel. Each department/office will use its unique name (examples: Office of Communications & Marketing, Office of the Registrar, etc). If your department/office name extends beyond the width of The Citadel logo, the name should be broken into two lines (and if two lines, the office name should be vertically centered between the bottom of the logo and the top of the employee name). "The Military College of South Carolina" tagline will be used for the back of the card along with The Citadel website address. All campus constituents will use this tagline except for those solely serving The Citadel Graduate College and Evening Undergraduate Studies. The taglines used for these programs are indicated on p. 23. The only acceptable street address is 171 Moultrie Street. You may not use department specific addresses (example: 203 Richardson). Cell phone numbers and fax numbers are optional. (The Citadel business card is 3.5” x 2” and prints on white 80# cover stock.)

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T H E C I TA D E L B U S I N E S S C A R D : S C H O O L T R A C K

Light Blue = Pantone 279 0.275"

Employee Name: Times New Roman Bold: 11 pt. Employee Title: Times New Roman Italic: 9pt.

0.8945"

Employee Email: Times New Roman Regular: 9pt.

The Military College of South Carolina

www.citadel.edu

Citadel Address: Times New Roman Regular: 9pt./10.5pt. leading

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0.275" Tagline: Trajan Bold: 9pt. Website: Times New Roman Italic: 10.5pt.

This business card template is to be used by anyone who is directly affiliated with one of the five academic schools at The Citadel. You may only choose one title (most senior). For academics, a second title may be used if approved by the Dean. "The Military College of South Carolina" tagline will be used for the back of the card along with The Citadel website address. The only acceptable street address is 171 Moultrie Street. You may not use department specific addresses (example: 203 Richardson). Cell phone numbers and fax numbers are optional.

(The Citadel business card is 3.5” x 2” and prints on white 80# cover stock.)

T H E C I TA D E L B U S I N E S S C A R D : G R A D U AT E S C H O O L & E V E N I N G U N D E R G R A D U AT E S T U D I E S

Employee Name: Times New Roman Bold: 11 pt.

Light Blue = Pantone 279 0.8125"

Employee Title: Times New Roman Italic: 9pt. Employee Email: Times New Roman Regular: 9pt.

A Higher Degree of Leadership

www.citadel.edu

Citadel Address: Times New Roman Regular: 9pt./10.5pt. leading

0.8125"

23 These business card templates are to be used by anyone who's position serves only the graduate college or evening undergraduate studies programs. The content in your business card (name, contact information) will follow the same rules as on page 21, although you should not include an office or department name.

Light Blue = Pantone 279 0.8125"

Learn Tonight. Lead Tomorrow.

www.citadel.edu 0.8125"

Tagline: Trajan Bold: 9.5pt. Website: Times New Roman Italic: 10.5pt.

TYPOGRAPHY: OFFICIAL FONTS To maximize readability and consistency between publications, it is required that the official fonts of the institution are used for marketing publications. The Citadel's core typeface, Trajan connotes a sense of tradition and history:

abcdefghijklmnopqrstuvwxyz1234567890 The quick brown fox jumped over the lazy dog. (Official Citadel font for headlines only; this font contains no lowercase letters – Trajan Regular or Bold)

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ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 The quick brown fox jumped over the lazy dog. (Official Citadel font for headlines or body text – Calibri Regular, Bold or Italic)

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 The quick brown fox jumped over the lazy dog. (Official Citadel font for web content use only – Open Sans Regular, Bold or Italic)

A P P R O V E D " A BO U T T H E C I TA D E L " C O P Y

It is important that campus constituents describe The Citadel in a way that is consistent, and that supports the college's mission and strategic goals. This approved college "elevator speech" is to be used as needed: The Citadel is a four-year, public college in historic Charleston, South Carolina. The Citadel is ranked by U.S. News & World Report as the Best Public University in the South (2012 – 2016) offering up to a master’s degree. The college offers a classic military college education for young men and women profoundly focused on leadership and academic excellence. Graduates are not required to serve in the military but about 30 percent of each class commission as officers representing every branch of U.S. military service. Many graduates of The Citadel have served the nation, their state and their community with distinction since the college was founded in 1842. The Citadel Graduate College offers more than 60 Master's degrees, graduate certificates, and undergraduate programs in a wide range of disciplines through an all-evening schedule. Some graduate courses are available online.

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T H E C I TA D E L S O C I A L M E D I A : G E T T I N G S TA RT E D Why we use social media: To build online awareness of The Citadel brand To build a sense of community among The Citadel's audiences To foster word-of-mouth promotion among The Citadel's audiences and the general public During recent years, social media has become a necessary and powerful communications tool for all organizations. Sharing news of The Citadel, events, and promoting achievements of faculty, staff, cadets, students and alumni through social media is an effective and low-cost way to engage our audience. The key to creating a successful social media presence requires careful planning and resource allocation. Before you create a social media account on behalf of The Citadel, please remember the following:

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Obtain necessary approval. Before creating a social media account for your school, department or club, make sure you obtain approval from both the director of the respective group, and from the Office of Communications and Marketing. Only authorized employees of The Citadel may be content owners or administrators for college social media websites. Who will administer each account? Having multiple content owners or administrators at all times for every social media account will ensure that the account can continue to thrive and be updated regularly should one of the administrators change jobs or leave the college. Consider the time commitment. Social media is a conversation; it only works if there is regular interaction between posts and comments. Administrators must take the necessary time to generate interesting, interactive content and build relationships with their online community. Expect to spend at least 30 minutes a day keeping your page current, responding to comments and developing engaging content. Make it easy for people to find your page. To maximize exposure and participation with your social media account, make it as easy as possible for the public to find it when searching online. Avoid using only acronyms when naming your social media pages. If possible, include "The Citadel" within the page title. Maintain consistency with account naming conventions across all social media platforms. It is beneficial to include links to your social media accounts from your school, department or club website at citadel.edu. Similarly, be sure to include contact information and the URL to your website within your social media profile.

T H E C I TA D E L S O C I A L M E D I A : W H AT T O P O S T Accuracy: Check your post for spelling mistakes; remember, you are representing The Citadel, a respected institution of higher learning. If you make an error, correct it quickly. Make sure you have all the facts before you post. All research, data reporting and analysis shared on social media should be verified for accuracy. Cite and link to your sources whenever possible. Respect: Think before you post. When posting on behalf of The Citadel, keep your personal opinions private; your posts are viewed as representing the views of The Citadel. Treat those with whom you engage online with respect. Deal with problem contributors politely through direct messages, if necessary. If you have any questions about the appropriateness of the material you are posting, check with your supervisor. Engaging your audience: Keep content conversational. Talk like you would in normal conversation -- avoid contrived language. Include related graphics, when possible, to catch your audience's attention. Keep posts brief and memorable -- everyone is overwhelmed everyday with information, much of which is unsolicited and not relevant. Social media is designed to be a two-way communication tool, so know your audience, and listen. Be relevant and dynamic. Try to post content that encourages comments or an action from your audience. Timeliness: Social media presumes 24/7 interaction. Try to post updates regularly, or at least several times a week. Check posts on your account daily, and respond as appropriate. While regular and timely updates and discussions are key to building your community, please also keep in mind that you don't want to overload your audience with too much information. Photographs: Due to the unique military culture at The Citadel, it is especially important to carefully select the photos you share with your audience. Pause and double check that the cadets featured in each photograph are wearing the proper uniform and that every detail of the uniform is in place. Feature cadets who are in good standing with the college and abide by the college's high standards of principled leadership. When in doubt about a photo, clear it with the Office of the Commandant. If you share a photo and learn that the particular image could be problematic, remove it promptly. In order to preserve the rights of our images, use clear, but low resolution images on your social media page. Make sure you have permission from the photographer to share their images. Citadel departments may share any official college photo taken by the campus photographer. If you are sharing event photos that feature minors, be sure you have a signed photo release form from their guardian.

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T H E C I TA D E L S O C I A L M E D I A : W H AT T O P O S T ( C O N T. ) Confidentiality: Do not post confidential information about The Citadel or any members of college community. FERPA, HIPAA and public information laws should all be considered when posting on social media. Do not post anything you would not want published on the front page of a daily newspaper. Responding to negative comments: Social media gives you an opportunity to set the record straight or acknowledge an error and rectify it. Acknowledgement can strengthen public opinion toward an organization. When you find yourself disagreeing with what the public is posting to your social media account, keep your responses appropriate, polite, and avoid being defensive. Be respectful of other people's opinions. Having thoughtful discussions on important topics is a great to way to build your community and is a very important aspect of having a successful social media site. 28

In order to be trusted by your audience, avoid deleting negative posts or comments from the public, unless they are degrading or harassing of an individual or group. Please contact the Office of Communications and Marketing for guidance should a questionable situation arise. Expanding your Facebook reach: If you post something to Facebook and feel it may interest the public at large (ex: an event or announcement of a significant award), please contact the Office of Communications and Marketing. OCM will consider this content for The Citadel's primary Facebook account, and if appropriate, will share that post directly from your department or office's page, gaining exposure not only for the post, but for your Facebook page as well. Sharing campus-wide news: When telling your Facebook audience about a campus-wide event or significant college announcement, check The Citadel's primary Facebook account and directly 'share' its post about that content to your page (instead of composing your own post). This demonstrates that The Citadel is a connected campus, ensures that you are sharing approved content, and helps the campus communicate consistently. To view the official social media memorandum of the college, visit: http://www.citadel.edu/root/images/BOV/Policies/07-vpea/7-4_social_media.08-19-11.pdf

T H E C I TA D E L W E B S I T E A N D C O N T E N T M A N A G E M E N T

The Citadel’s website (www.citadel.edu) is the college’s primary communications tool for global contact with all of our audiences. As such, it is important that department pages are uniform, using the branded template of The Citadel's homepage. There are departments that have not yet been transferred to the official template, and the Office of Communications & Marketing (OCM) is working to reconcile those that have not yet been converted. Further, while OCM is the official administrator of the college website(s), individual departments are responsible for maintaining their pages with up-to-date content. OCM reserves the right to override font/color choices if they do not match the official style guide of the campus website. The Office of Communications & Marketing is available for one-on-one and group website training, and to answer questions/make recommendations regarding how to best market your department on the web.

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B R A N D C O N S I S T E N C Y : P O W E R P O I N T T E M P L AT E S Logos: The college's powerpoint template includes the military college variation of The Citadel's official logo. This logo may be replaced with another appropriate logo (as determined in pages 6-9). Fonts: Avoid using fonts smaller than thirty-two point Avoid using all caps (except in titles) Use sans serif fonts (official sans serif font of the college is Calibri)

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Limit the length of text in slides: Use text as "guideposts;" avoid the tendency to put every detail on your slide. People tend to read whatever is on the screen. If there's a lot of information, they'll read ahead instead of listening to your presentation. It is the speaker's role to give the details.

(Official powerpoint templates [pictured here] can be downloaded at www.citadel.edu/root/ brandtoolbox-powerpoint)

BRAND CONSISTENCY: VIDEOS As the world continues to accelerate in the use of video to share stories, it is ever more important in supporting the brand quality of the college that care be taken in the production quality of videos, especially regarding the title and closing slates. Videos should use a branded intro and outro slate. The college's video slate templates include The Citadel's official logo without a school or program identifier, and contact information for the Office of Communications and Marketing. Upon request, OCM can adjust this content to meet the needs of your school or department. OCM should review all videos before they are shown to external audiences. We also provide advice on how to shoot, edit and manage videos using YouTube and The Citadel website. In short, here are a few handy tips on shooting video: 1. 2. 3. 4. 5.

Keep the message short and engaging (two to three minutes maximum, unless you are recording for archival purposes). Think like your audience; what will interest them? Shoot as though it is for a news cast. Record in 10-second sections that can be more easily edited together. Try not to pan (rotate) the camera; take still shots. Avoid zooming unless your equipment is state-of-the-art and zooming in/out can be done smoothly. Keep titles and text short. Use headlines that are easy to search in laymen’s terms.

OPENING SLATE

CLOSING SLATE

(Video slates [pictured here], can be downloaded at www.citadel.edu/root/ brandtoolbox-video)

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