MARKETING & COMMUNICATIONS BRANDING AND STYLE GUIDE

August 2014

Marketing Services Overview The Mount Wachusett Community College Marketing & Communications Division strategically positions and effectively

Marketing Services Requesting Projects.................................................................... 3-4

communicates with the community, students,

Resources & Templates

prospective students, and other constituents.

Lead Time & Marketing Request Form.............................................5 Publication Templates & Logo Downloads.........................................6 Business Cards..............................................................................6

Through the creation of well-defined integrated marketing initiatives, the division assists units of the college with effective promotion and awareness of our services and programs. The Marketing and Communications Division works closely with all offices, departments and divisions campus-wide to develop plans to: • Promote MWCC news, events, and programs • Determine campaigns and optimize media channels to reach target audiences • Enhance the positive image of MWCC with its diverse audiences • Consistently communicate the college’s brand and values

Brand Management

Publication Requirements..............................................................7 Writing Style Guides......................................................................7 In-body Email Stucture..................................................................8 Email Signature Block....................................................................8 General Guidelines.........................................................................9

Logos

Department Logos................................................................... 10-13 Campus Logos.............................................................................14 Logo Alternative Colors.................................................................15 Logo Alterations...........................................................................16

Colors & Typography Color Palette...............................................................................17 Using The Color Palette................................................................18 Typography..................................................................................19 Using Color & Fonts.....................................................................20

Website Guidelines........................................................ 21 Contact Information........................................................ 21 MWCC Marketing & Communications Branding and Style Guide | August 2014

© MWCC 2014. ALL RIGHTS RESERVED.

2

MARKETING SERVICES | requesting projects Step 1

Identity your need(s) and establish a budget Our staff is eager to assist the campus community with: • Marketing Planning

• Media Relations

• Graphic Design

• Publications

• Publicity

• Photography

• Advertising

• Press Releases

• Collateral

• Social Media

• Editing

• Direct Mail

• Business Cards

• Website Content

• Website Design

Meet with us: If you need assistance deciding which marketing materials are needed, please schedule a meeting through Joyce Cormier at Ext. 122 or marketing @mwcc.mass.edu. Please allow enough time in advance so we can develop a plan tailored to your needs.

Budget: The Marketing & Communications Division financially supports college-wide enrollment initiatives; therefore, any program level event needing to be promoted will need to be funded by your department or grant. Please be sure to indicate a budget, which will help us develop an effective plan for you.

Step 2

Get your project started Visit mwcc.edu/marketing to fill out the online Marketing Request From. Here you may also: • Download pre-branded templates for brochures, postcards, flyers, posters, PowerPoint slides, etc. • View “how to” tutorials on WordPress and template toolkit training • Download MWCC official logos • View estimated pricing for marketing materials • View and download images through MWCC’s photo library • Browse through current and past marketing campaign collateral • Review MWCC’s marketing plans

Step 3

Submit Your Marketing Request Form • Submitting a complete online request form will automatically enter your request into the production queue for review and approval. • Paper request forms should be returned to the Marketing & Communications Division in room 118 or emailed to [email protected].

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© MWCC 2014. ALL RIGHTS RESERVED.

MWCC Marketing & Communications Branding and Style Guide | August 2014

MARKETING SERVICES | requesting projects (continued) Step 4

Printing & Mailing a. For requests requiring printing, you will need to contact Print Services to schedule time in the print shop. For larger, more complex pieces where a third party print vendor is needed, we can coordinate the production for you. b. If you are creating a mailed piece, you will also need to contact the mail room to schedule your mail delivery.

For Print Ads

Step 5

You know your content best. Please submit content for your communication via email to [email protected]. It is essential that all content is delivered in a complete and accurate format. If other

Due to its expensive

individuals or offices need to approve your content, make sure they have reviewed and approved all content before

nature, college

it is emailed to us. Once all content is submitted, we will begin formatting and designing your piece.

advertising is typically to support college-wide

Content Creation, Design & Formatting

Step 6

1st Draft & Proof Review

initiatives such as

When ready, we will send you a first draft for your review. At this stage, there should be no substantial changes

enrollment, recruitment

unless something factual has unexpectedly changed. Your proofreading should include verification of correct

or college awareness

spelling of names, dates, fees, course titles, telephone numbers, email addresses, etc. Also, please ensure that

efforts. All college

everyone who needs to approve the material has carefully reviewed it and offered their feedback before you return the proof. After careful review, please mark up any edits and return them to us. There may be a few rounds of

advertisements are

proofing until we gain your final approval.

developed, budgeted and approved through the Marketing &

Step 7

Once we receive your final approval, we will take all necessary steps to complete the project and send a final file to

Communications Division exclusively.

Final Approval you or the outside vendor.

Step 8

Inventory of Your Publication Once your material is printed and delivered, you are responsible for organizing, storing, and monitoring its inventory. Please inform the Marketing & Communications Division before you run out to allow enough lead time and budget to accommodate reprinting.

MWCC Marketing & Communications Branding and Style Guide | August 2014

© MWCC 2014. ALL RIGHTS RESERVED.

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RESOURCES & TEMPLATES | lead time & request form A key factor for a successful project is allowing for ample lead time. The chart to the right gives the approximate lead time needed by

Printed Material 3 Weeks*

the Marketing & Communications

Publication 6–8 Weeks*

Press Release 3–4 Weeks

New Web Page 2–3 Weeks

REQUIRED LEAD TIMES

Division to complete your project. A Marketing & Communications Request Form must be completed prior to requesting a job. Visit mwcc.edu/marketing/request to

Social Media Posts 1–2 Weeks

Event Publicity 3–4 Weeks

Emergent News Call x547

E-sign Posts 2 Weeks

fill out the online form. If you have questions or need help,

*Time for design & proofing only. Does not include printing & mailing time. Please factor extra time accordingly.

please contact the Marketing Division to set up a time to meet.

Online Marketing & Communications Request Form: mwcc.edu/marketing/request

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© MWCC 2014. ALL RIGHTS RESERVED.

E L P SAM MWCC Marketing & Communications Branding and Style Guide | August 2014

RESOURCES & TEMPLATES | publication & logo downloads Template Downloads

To maintain brand consistency, Marketing has created several ready-made branded templates and logos for your use.

mwcc.edu/marketing/toolkit

The MWCC logo is our institution’s signature and the primary consistent imagery for the college. As such, we have strict requirements on how the logo can and cannot be used. To that end,

Logo Downloads:

we’ve created a repository of approved logos in a variety of sizes and colors available for you to

mwcc.edu/marketing/guide

download. These are the only logos that can be used. If you have a different need than what we have available, please contact the Marketing & Communication Division to assist you. Any piece not created directly by the Marketing & Communication Division should be emailed to [email protected] for review before it is printed or distributed. Please allow two to five business days to receive feedback.

RESOURCES & TEMPLATES | business cards Online Business Card Form Visit mwcc.edu/marketing/ request and fill out the request form to order your business cards.

Business cards are currently produced in-house. To obtain new business cards, please visit mwcc.edu/marketing/request

E L P M SA

MWCC Marketing & Communications Branding and Style Guide | August 2014

Business cards take approximately 3-4 weeks to process, design and print.

© MWCC 2014. ALL RIGHTS RESERVED.

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BRAND MANAGEMENT | publication requirements 1. College logo Graphic requirements for

2. Web address: mwcc.edu (do not use the www. prefix)

all print and electronic

3. Affirmative Action/Equal Opportunity Statement (three options)

communications are listed to the right. By implementing these standards, we reinforce the college’s brand identity and ensure consistency and uniform branding for the college.

• MWCC seeks to provide equal educational and employment opportunities and does not discriminate on the basis of age, ancestry, color, creed, disability, genetic information, gender, marital status, race, religion, national origin, sexual orientation, veteran status, or any other protected classes. • Affirmative Action/Equal Employment Opportunity Institution • AA/EEO Institution

4. For Events | Accommodation Statement • If you have a disability and may require accommodations to participate fully in the program, please contact the program director to discuss your specific needs. In some cases, a two week notice may be necessary. Note: Accommodation Statement required on invitations Invitations to events sponsored by MWCC must include the above accommodation statement.

5. For Academic Certificate Material | Gainful Employment Statement • Programs are continually evaluated, changed, and added. To learn more about all of MWCC’s academic programs and gainful employment information, please visit mwcc.edu/programs. Note: The Gainful Employment Statement is required on any piece that mentions academic certificates

6. Pieces not created directly by the Marketing & Communication Division Email to [email protected] for review before it is printed or distributed. Please allow two to five business days to receive feedback.

BRAND MANAGEMENT | writing style guides Additional Resources Visit mwcc.edu/marketing/

Consistency with grammar and style is paramount. Two standard reference guides are suggested for staff writing:

guide for a reference list

• The AP Style Guide (for press releases and newspaper articles)

of MWCC’s most common

• The Chicago Manual of Style (for publications)

grammar, punctuation and spelling standards.

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© MWCC 2014. ALL RIGHTS RESERVED.

MWCC Marketing & Communications Branding and Style Guide | August 2014

BRAND MANAGEMENT | in-body email & signature structure • Signature should be structured only using text.

• Never use anything other than Arial font when writing an email.

• If you have a unique URL, which points to the Office of Admissions, Library, etc. you may add that extension. Otherwise use the default mwcc.edu

• Only use black as the type color and do not add any additional copy such as quotes to the body of the email.

Font: Arial Type Size: 12pts Color: black

Email Signature Block

 CORRECT

Each employee’s email

Good Morning Jane Doe,

set-up should be visually identical to reinforce the college’s branding. Use only the following fonts, size and color

Attached you will find the document you had requested. Please take a moment to review and let us know if you should need any additional changes. Thank you!

• The background of the email should remain white. Do not add any background images or color.

X INCORRECT Good Morning Jane Doe, Attached you will find the document you had requested. Please take a moment to review and let us know if you should need any additional changes. Thank you!

when creating and responding to an email.

Need help? Contact the Marketing & Communications Division and we will be able to assist you.

John Doe, Ed.D. Director of Internal Systems Mount Wachusett Community College Office of Admissions 444 Green Street Gardner, MA 01440 P: 978-000-000 | F: 978-000-000 E: [email protected] mwcc.edu

MWCC Marketing & Communications Branding and Style Guide | August 2014

--

John Doe

Job Title Goes Here 978-630-0000 | [email protected] mwcc.edu “Life is fantastic” - Sam Doe Please consider the environment, don’t print this email.

© MWCC 2014. ALL RIGHTS RESERVED.

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BRAND MANAGEMENT | general guidelines The Mount Wachusett Community College Logo The logo and supporting elements are the building blocks of the Mount Wachusett Community College brand. Using them consistently according to the guidelines on these pages helps reinforce our college’s brand.

General Guidelines: The logo should always be used as it appears here (a few exceptions are shown on the following pages). • Please do not alter the logo in any way. The logo must remain recognizable to serve its role as a powerful visual embodiment of our college. • Don’t change the text, font, colors, or shape of the logo. • Don’t reduce the logo to less than 2 inches wide and/or .5 inches high. Doing so makes it hard to read.

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© MWCC 2014. ALL RIGHTS RESERVED.

MWCC Marketing & Communications Branding and Style Guide | August 2014

LOGOS | department logos One line department example, more than 12 characters Specs are relative to a logo sized at 3” wide

Departments are provided their own customized MWCC logo to be used in department-related promotional material and communications. Departments are 8 pt

required to use their approved MWCC

marketing & communications

.16” between baseline of logo text and cap height of department name

logo and may not alter it in any way. • The department name is to be set accordingly:

One line chapter example, 12 characters and under

Font: Trajan Pro Style: Small Caps Type Size: 9 points Space above: .16” • Department name should be left-aligned with the Mount Wachusett Community College text.

12 pt

other name

Maximum line length for first and second line of department name

• Department names should not extend beyond the left edge of the text. • When more than one line is required, the first line should not extend beyond the left edge of the text. Subsequent lines should not extend beyond the far right edge of the text (see example). Leading should be set to 13 pt.

Two line department example

In rare cases, Mount Wachusett Community College may create logos with exceptions to these rules to accommodate formatting considerations.

12 pt

fitness & wellness center

.16” between baseline of logo text and cap height of department name

Alterations to logos must be approved by Marketing & Communications Division only.

MWCC Marketing & Communications Branding and Style Guide | August 2014

© MWCC 2014. ALL RIGHTS RESERVED.

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LOGOS | department logos (continued)

X INCORRECT

 CORRECT Capitalization | Trajan Pro font uses all caps and should be displayed like below



academic affairs

X

Academic Affairs

Punctuation | Avoid punctuation in acronyms (e.g. use “TRIO” not “T.R.I.O”).



trio

X

T.R.I.O

Symbols | Use the ampersand symbol in lieu of using “and” (e.g. use “Access & Transition” not “Access and Transition”).

 11

© MWCC 2014. ALL RIGHTS RESERVED.

access & transition

X

Access and Transition MWCC Marketing & Communications Branding and Style Guide | August 2014

LOGOS | department name (continued) The strength of an

If your department

organization’s visual

does not have a set

brand lies in the

logo, please contact

consistent use of each

the Marketing &

department name

element. Maintaining

Communications Division to obtain one

the logo as originally designed increases

X INCORRECT

recognition of MWCC’s brand, and benefits departments and the

Fonts

central organization in

The typefaces in our logo have been

many ways (for example,

customized for MWCC; do not change

visual consistency

the font of either “Mount Wachusett

strengthens fundraising

Community College” or the department

and enrollment growth

name.

X X

Mount Wachusett Community College Marketing & Communications

Marketing & Communication

efforts).

Graphics Do not alter or add graphics to the logo. Departments may include an additional logo elsewhere in a layout, but not within the logo itself.

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© MWCC 2014. ALL RIGHTS RESERVED.

X X

Marketing & Communications

Marketing & Communications

MWCC Marketing & Communications Branding and Style Guide | August 2014

LOGOS | department name (continued)

X INCORRECT Don’t add additional text to the logo.

Don’t alter or replace text in the logo.

X

X Marketing & Communications

The logo provided

Marketing & Communications @ Gardner

Start near. Go far.

to departments should not be altered in any way, to avoid confusion among members of the general public.

Don’t reduce the size of the logo to less than 2 inches wide, or .5

Don’t reposition the chapter name.

inches tall. People need to be able to read it!

X

Marketing & Communications

X

Marketing & Communications

Don’t change or add colors to the logo. Departments that want to use school colors may do so using the guidelines on the following pages.

X MWCC Marketing & Communications Branding and Style Guide | August 2014

Marketing & Communications

© MWCC 2014. ALL RIGHTS RESERVED.

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LOGOS | campus addresses Each campus location

 CORRECT

has its own logo including the address, which is to be used on

gardner campus

return address labels, letterhead and any

leominster campus

444 Green Street, Gardner, MA 01440

100 Erdman Way, Leominster, MA 01453

devens campus

fitchburg campus

other application where applicable. To download a logo including the campus address visit

One Jackson Place 27 Jackson Road, Devens, MA 01434

mwcc.edu/marketing/guide

326 Nichols Road, Fitchburg, MA 01420

Usage

X INCORRECT

Do not attempt to create your own campus address logo. There are several formats, which are available for use on mwcc.edu/marketing.

X

Mount Wachusett Community College

X

Mount Wachusett Community College

If you have a unique situation or are situated at a new location, please contact the Marketing & Communications Division.

444 Green St. Gardner, Massachusetts 01440

444 Green St. Gardner, MA 01440 MWCC Marketing & Communications Branding and Style Guide | August 2014

© MWCC 2014. ALL RIGHTS RESERVED.

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LOGOS | alternative logo colors

 CORRECT Grayscale



• When printing in black and white, use the grayscale version of the logo.

In most circumstances, the

100% black

standard full-color MWCC logo should be used. Please note the following



• When grayscale printing is not available, use the 100% black version.

exceptions. Knocked out



• The MWCC logo looks best on white or light backgrounds. If you need to place the logo on a dark background, use the white or “knocked out” version of the logo.

X INCORRECT

X 15

© MWCC 2014. ALL RIGHTS RESERVED.

• Do not alter the logo color even if it is MWCC approved green and blue. The above examples are the only alternative ways to display the logo other than the full color logo.

MWCC Marketing & Communications Branding and Style Guide | August 2014

LOGOS | logo alterations

 CORRECT



• The MWCC logo seal may be used independently for some application to accommodate size restriction. In most cases, use the full college logo.

X INCORRECT

X X MWCC Marketing & Communications Branding and Style Guide | August 2014

• You may not use the logotype instead of the complete logo. The round graphic element must always accompany the words “Mount Wachusett Community College.”

• Never place the symbol over the name

© MWCC 2014. ALL RIGHTS RESERVED.

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COLOR & TYPOGRAPHY | color palette These guidelines will assist you in creating quality print and electronic communications for Mount Wachusett Community College that reinforce the college’s brand identity. The following pages contain color usage guidelines and standards for brochures, flyers, posters, etc.

Top W: PMS 540

Bottom W: PMS 348

By consistently implementing the basic standards shown on these pages, a uniform brand and

Mount Wachusett Community College Spot Black

Primary color palette Used for logo and any materials.

image will be communicated to MWCC’s many audiences.

PMS 540

PMS 348

SPOT BLACK

Secondary color palette PMS 143

PMS 305

PMS 389

PMS 108

PMS 7502

CREDIT/ACADEMIC

NONCREDIT

COMMUNITY

STUDENT LIFE/SERVICES

INSTITUTIONAL

MWCC Marketing & Communications Branding and Style Guide | August 2014

© MWCC 2014. ALL RIGHTS RESERVED.

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COLOR & TYPOGRAPHY | using the color palette PMS 540

PMS 348

SPOT BLACK

Primary color palette • Use the blue and green in the Primary Palette for headlines and

Pantone

PMS 540

CMYK

100,55,0,55

Pantone

RGB

HEX

0,55,103

PMS 143

PMS 305

#00335B

PMS 348

CMYK

100,0,85,24

Pantone

CMYK

RGB

HEX

RGB

HEX

0,135,82

PMS 389

#008751

Spot Black 0,0,0

PMS 108

0,0,0,100

larger text. • Use black for smaller body copy.

#000000

PMS 7502

Secondary color palette • A specific color palette has been established to represent the five

CREDIT/ACADEMIC Pantone

NONCREDIT

PMS 143

CMYK

0,35,85,0

Pantone

RGB

HEX

246,160,77 #f6a04d

COMMUNITY

PMS 305

CMYK

51,0,9,0

Pantone

RGB

HEX

RGB

83,202,236

#53caec

PMS 389 208,223,0

INSTITUTIONAL

main bucket services MWCC offers.

CMYK

Pantone

PMS 7502

0,8,35,10

your department fits. If you have

RGB

HEX

STUDENT LIFE/SERVICES

CMYK

Pantone

PMS 108

0,6,95,0

HEX

RGB

HEX

20,0,85,0 #d0df00

255,221,53 #ffdd35

CMYK

206,184,136 #ceb888

Please refer to the color in which any questions, please contact the Marketing & Communications Division.

Bucket descriptions

CREDIT/ACADEMIC

NONCREDIT

COMMUNITY

STUDENT LIFE/SERVICES

INSTITUTIONAL

• Academic Programs

• Lifelong Learning

• Community Events

• Clubs

• Campus Police

• General Enrollment

• Workforce Development

• Fitness & Wellness

• Student Events

• Facilities

• Registration Events

• Kids Academy

• Garrison Center

• Cafeteria

• Maps

lists to determine which color your

• Advising

• Theatre at the Mount

• Library/Academic Support

• Directional Signage

department should use.

• Gateway to College

• Foundation/Alumni

• Financial Aid

• Administration

Questions? Contact us!

• Pathways

• Center for Civic Learning

• Testing Services

• Dual Enrollment

• Art Gallery

• Records

• ABE/ASE/HiSet (GED)

• Please refer to these main service

[email protected]

• Bookstore

• ESL

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© MWCC 2014. ALL RIGHTS RESERVED.

MWCC Marketing & Communications Branding and Style Guide | August 2014

COLOR & TYPOGRAPHY | fonts Trade Gothic

Light The quick brown fox jumps over a lazy dog. | 0123456789 Medium

MWCC’s headline font is Trade Gothic, a high-impact sans serif font. • The Trade Gothic font family is

The quick brown fox jumps over a lazy dog. | 0123456789

available for purchase from Fonts.com

Medium Italic

(www.fonts.com).

The quick brown fox jumps over a lazy dog. | 0123456789

• When Trade Gothic is not available,

Bold

you may use Gotham or Arial instead.

The quick brown fox jumps over a lazy dog. | 0123456789

Because it looks good at large sizes,

Condensed No. 18

Trade Gothic should be used for

The look and feel of

The quick brown fox jumps over a lazy dog. | 0123456789

headlines, display type in flyers and

Mount Wachusett

Bold Condensed No. 20 The quick brown fox jumps over a lazy dog. | 0123456789

Community College

posters, and accent text (e.g. pullquotes in publications).

typography is integral to our brand and image.

Berkeley

Book

MWCC’s primary font is Berkeley, an

The quick brown fox jumps over a lazy dog. | 0123456789

elegant but timeless serif font.

Book Italic

• Berkeley font bundle is available for

The quick brown fox jumps over a lazy dog. | 0123456789

purchase from Fonts.com (www.

Medium

fonts.com).

The quick brown fox jumps over a lazy dog. | 0123456789 Bold The quick brown fox jumps over a lazy dog. | 0123456789

• When Berkeley is not available, please use Times New Roman instead. • Berkeley should be used for most body text, including brochures, flyers, and other materials.

MWCC Marketing & Communications Branding and Style Guide | August 2014

© MWCC 2014. ALL RIGHTS RESERVED.

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COLOR & TYPOGRAPHY | using colors, bars and type together

 CORRECT



The Mount Wachusett Community College

SAMPLE HEADLINE IN APPROVED COLOR

fonts, design and color palettes give you flexibility when designing materials. The following layouts are just two examples of how careful use of limited colors can result in very different

X INCORRECT

SAMPLE HEADLINE IN UNAPPROVED COLOR

Department Name

Colors:

mwcc.edu

Only use the approved color relating to your department with our primary blue and green. Make sure the blue, or blue and green are most prominent.

Department Name

X

Sample Headline

looks to reflect

SAMPLE HEADLINE ON PRIMARY BLUE

your department’s personality.

Department Name



SAMPLE SUB HEADLINE ON PRIMARY BLUE Department Name

SAMPLE CALL TO ACTION IN APPROVED COLOR

X 20

© MWCC 2014. ALL RIGHTS RESERVED.

Do not use colors outside of our approved color palette for any MWCC materials. Only use the approved color associated with your department.

Do not use old color bar styling as seen here. See examples to the right for proper color bar treatments.

MWCC Marketing & Communications Branding and Style Guide | August 2014

WEBSITE | guidelines Additional Website Resources See mwcc.edu/marketing/ resources for details and complete website guidelines

MWCC’s website is the most comprehensive source of information and an important and widely used vehicle for communication to external audiences. The website has three major purposes: • To serve as a major recruitment tool for prospective students • To enhance MWCC’s image and reputation by providing comprehensive, timely and consistent information to prospective students, current students, media, the college community and the public • To build community by creating and managing relationships between MWCC and our most important audiences

Due to the website’s highly visible platform for informing many audiences about MWCC, the college has developed a set of official guidelines and elements of style to help create and maintain pages. Please see the additional website resources online. For the following requests and services, go to: mwcc.edu/marketing

• A new web project such as a photo gallery or a form • Updates to existing pages. The pages for which you are requesting an update may be managed by another area outside of the Marketing & Communications Division. In this case, your request will be processed and re-routed to the appropriate individual or office. You will be notified.

CONTACT | marketing & communications division Marketing Requests All general requests should be sent to [email protected]

Vice President of Marketing & Communications

Robin Duncan.......................................................................................................................rduncan@mwcc.mass.edu | 978-630-9591

Director of Marketing & New Media

Sarah McMaster............................................................................................................... [email protected] | 978-630-9458

Director of Public Relations

Janice O’Connor................................................................................................................... [email protected] | 978-630-9547

Assistant Director of Marketing

Stephanie England............................................................................................................ [email protected] | 978-630-9300

Web & New Media Specialist

Brett Moulton......................................................................................................................bmoulton@mwcc.mass.edu | 978-630-9158

Coordinator of College Graphics

Briana Nobrega...................................................................................................................bnobrega@mwcc.mass.edu | 978-630-9392

Administrative Assistant

Joyce Cormier....................................................................................................................jcormier15@mwcc.mass.edu | 978-630-9122

MWCC Marketing & Communications Branding and Style Guide | August 2014

© MWCC 2014. ALL RIGHTS RESERVED.

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MC093-02 Rev:Aug14 | mwcc.edu