Brand Standards

Brand Standards

Table of contents

Why are brand standards important?.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 The UWRF brand.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 The UWRF brand platform.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 UWRF brand promise UWRF brand personality Key messages The wordmark.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 The logo.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Using the wordmark and logo.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Wordmark configurations Logo configurations Clear space Minimum size Color configurations Unacceptable logo use The tagline.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 The graphic vocabulary.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Common graphic elements Photography Transparent red box Color palette Typography Examples.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Advertisements Multi-use postcards Report covers Posters Templates.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Three-panel brochure Website template E-newsletter Multi-purpose insert PowerPoint Brand Review.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 University Communications and Marketing Contact Information. . . . . . . . . . . . . . . . . . 38

Brand Standards

Why are brand standards important? This manual provides guidelines to help ensure consistent application of the UW-River Falls brand. Projecting a unified visual identity involves more than simply creating and implementing a logo. Brand standards provide a sound, flexible structure for using logos, color, and typography — a brand “vocabulary” unique to  UW-River Falls. By consistently following these standards, UW-River Falls brand identity will become more established and recognized. Proper use of these elements increases our ability to communicate with the university’s many audiences, and enhances the overall brand value.

1

Brand Standards

The UWRF brand We have developed a research-based marketing and communications program that is: • Compelling and distinctive; • Consistent and enduring; • Providing students and donors clear reasons to select and support UW-River Falls. Why is this important?

• It clarifies what we stand for. • It differentiates us among competitors. • It mobilizes support for the university, its mission and its financial security. What do we hope to accomplish?

• Establish a clear and compelling brand position for UW-River Falls. • Increase quantity and quality of admission applications. • Support the UWRF Foundation in their fundraising efforts. • Support the university’s strategic plan.

2

Brand Standards

The brand platform • Captures the most meaningful and compelling truths about the university. • Is the foundation from which the brand comes to life through the university’s many brand ambassadors and countless touchpoints. • Consists of a brand promise and a brand personality.

UWRF brand promise

At UW-River Falls you will discover accessible and outstanding learning opportunities in and out of the classroom while building life-long relationships in a collaborative community. UWRF brand personality

Welcoming, scholarly, genuine, caring, committed, ethical and globally engaged.

What it means

• Teaching happens in and out of the classroom — from professors, advisers, coaches, employers, and alumni. • You and your fellow students will share skills and insights. • You’ll solve problems and learn how to think critically in real-world applications. • A confluence of campus and community will open eyes and opportunities.

3

Brand Standards

Vivid Descriptors and Key Messages Audience 1: Prospective traditional aged students. Audience 2: Post-traditional prospective adult students.

Vivid Descriptor #1 - UW-River Falls delivers ACADEMIC EXCELLENCE within a SUPPORTIVE community Key message for audience 1: “Regardless of your area of academic interest, you will encounter outstanding teaching, personalized advising, and the caring mentorship of faculty committed to helping you reach your full potential for a successful future.” Key message for audience 2: “Your degree from UW-River Falls will be backed by the prestige of the University of Wisconsin and the national accreditations respected by employers.” Vivid Descriptor #2 - UW-River Falls provides students from all backgrounds OPPORTUNITIES to access high-impact experiences Key message for audience 1: “As early as your first semester on campus, you will be empowered to participate in hands-on research and creative activity; affordable and accessible international education experiences; collaborative learning opportunities; and enriching student involvement programming at UW-River Falls.” Key message for audience 2: “UW-River Falls provides you with access to award winning faculty and portfolio building experience at locations and times convenient for busy adult learners and professionals.” Vivid Descriptor #3 - UW-River Falls provides an excellent experience at a superb VALUE Key message for audience 1: “Thanks to numerous scholarships and affordable tuition, room and board, and study abroad experiences, you will gain an outstanding education and valuable experiences without incurring high levels of student debt.” Key message for audience 2: “UW-River Falls provides affordable and highly respected graduate and undergraduate degree completion programs with personalized advising and outstanding student service.” Vivid Descriptor #4 - UW-River Falls is an ideal learning and living LOCATION within the Minneapolis-St. Paul metropolitan area Key message for audience 1: “Only as a UW-River Falls student can you experience the convenience, community, and safety of a small college town and the entertainment and employment opportunities that come with being part of the Twin Cities metropolitan area.” Key message for audience 2: “The convenience and professional environment of the UW-River Falls Hudson Center combined with the nearby resources of the main UW-River Falls campus offer you the best of both worlds.”

4

Brand Standards

The wordmark The wordmark is the university’s primary identifying mark. It is the basic element in the application of a unified visual identity. The wordmark is meant to increase recognition of the university’s location by emphasizing River Falls. It is not meant to replace the existing UWRF logo, but to complement it — especially in communications aimed at external audiences. The wordmark is uniquely rendered. It cannot be redrawn or modified in any way.

5

Brand Standards

The logo The logo is the university’s traditional identifying mark. Because the UWRF acronym isn’t widely recognized, it is to be used primarily for internal communications. If used on external communications, the logo should not be used in close proximity to the wordmark. The logo may be used with audiences who are intimately familiar with the university — students, faculty, staff, and alumni. The wordmark should be used as the primary identifying mark when communications are aimed at external audiences — prospective students and their parents, transfer students, employers, high schools, business leaders, etcetera. The logo is uniquely rendered. It cannot be redrawn, duplicated, or modified in any way.

6

Brand Standards

University Communications and Marketing • 120 North Hall • 715-425-3771 • [email protected]

Prepare to shine.

410 S. 3rd St. • River Falls, WI 54022-5001 • USA

Using the wordmark and logo The following pages provide guidance for using the wordmark and logo in university communications. Consistently using the wordmark and logo — appropriate colors, configurations, size, and placement on the page — is vital to establishing a recognizable identity for the university.

7

Brand Standards

HORIZONTAL

STACKED

ABBREVIATED

ONE LINE

Wordmark configurations The preferred wordmark is the horizontal configuration. Use the preferred wordmark whenever possible. In certain circumstances, it may be better to use other configurations. Use only the wordmark configurations illustrated above. No other configurations are acceptable. Digital files of all four wordmark configurations are available for download at www.uwrf.edu/UniversityCommunications/LogoDownloads.cfm.

8

Brand Standards

ACRONYM

ACRONYM WITH CIRCLE

FULL NAME WITH CIRCLE

Logo configurations The preferred logo is the UWRF acronym. In certain circumstances, it may be better to use other configurations. These logos are to be used primarily for internal communications or as a secondary identifier for the university (e.g. on posters promoting on campus events). They should not be used in close proximity to the wordmark. No other configurations of these logos are acceptable. Digital logo files must be requested from University Communications and Marketing via the “Request Service” button on www.uwrf.edu/ucm.

9

10

Brand Standards

Cap height Cap height

Cap height

Cap height

Cap height

Cap height

Wordmark and logo clear space The wordmark and logo should always be surrounded by a buffer area of clear space to separate it from text and other graphic elements, as well as the edge of the page. No other elements should infringe upon this space. The minimum clear space needed is specified relative to the height of the capital letters in River Falls for the wordmark, and the height of UWRF initials for the logo. For example: • If the height of the “R” in River Falls is .5 inches, the required clear space surrounding the wordmark is .5 inches. • If the UWRF initials’ height is .5 inches, the required clear space surrounding the logo is .5 inches.

Brand Standards

1.5 in width (110 pixels)

1 in width (75 Pixels)

1 in width (75 Pixels) 1 in width (75 Pixels)

1 in width (75 Pixels)

2 in width (145 Pixels)

1 in width (75 Pixels)

Minimum size The wordmark and logo have been designed for use in a wide variety of sizes. However, it should never be reproduced so small that it becomes illegible or unnoticeable. Wordmark and logo configurations should never be printed or used on screen smaller than the sizes listed above.

11

Brand Standards

Wordmark color configurations Whenever possible, reproduce the UW-River Falls wordmark in red and black. However, when this isn’t possible, solid red or black is acceptable. On a dark background, reproduce the wordmark in white. The wordmark should be reproduced so that it is easily seen and recognized. Always place the wordmark on a solid, or contrasting background. Do not place the wordmark on a busy or complicated background. Use only the color combinations illustrated above. No other colors or configurations are acceptable for the wordmark. Digital files of all four wordmark color configurations are available for download at www.uwrf.edu/UniversityCommunications/LogoDownloads.cfm

12

Brand Standards

Logo color configurations Whenever possible, reproduce the UW-River Falls logo in red and black. However, when this isn’t possible, solid red or black is acceptable. On a dark background, reproduce the logo in white. The logo should be reproduced so that it is easily seen and recognized. Always place the logo on a solid, or contrasting background. Do not place the logo on a busy or complicated background. Use only the color combinations illustrated above. No other colors or configurations are acceptable for the logo. Digital logo files must be requested from University Communications and Marketing via the “Request Service” button on www.uwrf. edu/ucm.

13

Brand Standards

ACCEPTABLE Note: The word mark and logo should never be placed in a small box or shape that implies it is part of these images. The black background shown above is meant to suggest a large field of color, not an acceptable shape around these images.

Single color configurations When necessary, it is acceptable to reproduce the wordmark or logo in solid red or solid black. On a dark background, reproduce the wordmark or logo in white. The wordmark or logo should be reproduced so that it is easily seen and recognized. Always place the wordmark or logo on a solid or contrasting background. Do not place the wordmark or logo on a busy or complicated background. Use only the color combinations illustrated above. No other colors or configurations are acceptable. Digital files of all three color configurations are available. Digital logo files must be requested from University Communications and Marketing via the “Request Service” button on www.uwrf.edu/ucm.

14

15

Brand Standards

CORRECT: the above wordmark is used correctly

UNACCEPTABLE: additional graphic elements: drop shadow, outline, etc.

UNACCEPTABLE: incorrect colors or color configurations

UNIVERSITY OF

WISCONSIN

UNACCEPTABLE: re-typing the wordmark, substituted typeface

UNACCEPTABLE: separating elements from wordmark

UNACCEPTABLE: too little clear space

Unacceptable wordmark and logo use The wordmark and logo are uniquely rendered. They cannot be redrawn or modified in any way. While computer software has made it easy to modify graphics, please resist the temptation. A consistently applied system of identification creates a distinctive visual profile. Any changes undermine this goal and can, over time, defeat the entire purpose of our identity and graphic standards. These pages illustrate some of the many ways the wordmark and logo can be impaired by incorrect use.

16

Brand Standards

Unacceptable wordmark and logo use

CONTINUED

UNACCEPTABLE: wordmark elements rearranged or reproportioned

UNACCEPTABLE: low-contrast backgrounds, complex backgrounds, wordmark placed in a box that implies it is part of the identity

UNACCEPTABLE: wordmark scaled too small, or scaled disproportionately

UNACCEPTABLE: combining wordmark and logo or placing wordmark and logo in close proximity

Brand Standards

Falcon Quarterly Campus News and Events

Winter 2015

The tagline The tagline “Global. Innovative. Excellent.” quickly summarizes the brand promise. The tagline can be applied to internal and external communications that are not specific to student recruitment. It may be used as a stand-alone element or in conjunction with the wordmark. See page 18 for more information.

17

Brand Standards

Wordmark with tagline When the tagline is used with the wordmark, use only the configurations illustrated above. Digital files of all three wordmark and tagline configurations are available. Digital logo files must be requested from University Communications and Marketing via the “Request Service” button on www.uwrf.edu/ucm.

18

19

Brand Standards

30 minutes from Minneapolis/ St. Paul

Prepare to think differently. Ideal location. Amazing community.

BRAINERD SPOONER

ST. CLOUD

At the University of Wisconsin-River Falls, you get the best of both worlds. Our beautiful, mid-sized campus—located in the River Falls community and situated on the Kinnickinnic River—is just 30 minutes from the Twin Cities metropolitan area.

Collaborative learning. Dynamic experiences.

DULUTH

RHINELANDER

WAUSAU MINNEAPOLIS ST. PAUL

ROCHESTER

MENOMONIE EAU CLAIRE

LA CROSSE

At UW-River Falls you’ll gain new knowledge in a collaborative environment with supportive

MARSHFIELD

professors and fellow students.

OSHKOSH

Excellent education. Exceptional value.

Open mind. Global perspective.

At UW-River Falls, great teaching happens both in and out of the classroom. Our unwavering commitment to you means you will enjoy learning from dynamic, accomplished professors whose primary focus is your success. With that, we believe a college education should be affordable. We make this possible by providing generous scholarships, reasonable tuition and a textbook rental program.

7

continents in which students are conducting research

Live to learn. Learn to live. Life at UW-River Falls is as varied and vibrant as the people who learn and live here. Involvement runs the gamut, from athletics, both intercollegiate and intramural, to student government, clubs and organizations.

such as undergraduate research and leadership activities, as early as your freshman year.

campus. Unwind at our movie theatre, catch a live show in our concert venue or just relax with

acquire will be applied to real-world experiences

friends at the coffee shop. You’ll also find there’s

through internships, employment and service

plenty to do off campus. Spend a day with friends

learning to prepare you for success in today’s

in Minneapolis/St. Paul or explore the scenic

competitive job market.

people, cultures and places beyond our campus. With dynamic semester-long international programs, such as Wisconsin in Scotland and Experience China, you will have the opportunity to study abroad for a cost comparable to that of on-

4

learning communities promote academic success and social engagement in the residence halls

The University Center is the hub of all activity on

The knowledge you gain and the insights you

At UW-River Falls you will engage with ideas,

150

student clubs and organizations

$950,000

You’ll have access to unique learning opportunities, MADISON

As a student at UW-River Falls, you will enjoy the comforts of our friendly and supportive community and you’ll have easy access to the amenities of the big city. Minneapolis/St. Paul is one of the largest metropolitan areas in the Midwest, putting you just minutes away from great jobs and internships.

96%

of recent graduates are employed or attend grad school

community of River Falls.

2X UWRF students are twice as likely to study abroad than their national peers

campus tuition and housing.

6,185

in scholarship aid was awarded in 2014-15

students attend UW-River Falls

16

20+

countries are represented within the student body

varsity sports teams

UW-River Falls is also a place you can call your home away from home. Our residence halls contain kitchens, wireless access, study rooms, lounge areas, free laundry facilities, vending machines and recreational equipment.

$63.5 Learn more about our generous freshman scholarship guarantee. go.uwrf.edu/guarantee

The graphic vocabulary Projecting a consistent visual identity involves more than simply using a logo or wordmark. The UW-River Falls brand will only maintain a distinctive look and feel by paying close attention to how all design elements are used — typography, colors, shapes, margins, photos, and graphics. Additionally, consistently reinforcing key messages (see page 4) will help keep communications focused on the brand promise, and enhances the university’s perceived value to its many audiences.

million health and recreation complex opening in 2017

76%

47+

majors of study are offered from four distinct colleges

11

residence halls

of students receive financial aid

15,209 residents in the city of River Falls

20

Brand Standards

.25” radius on round-corner rectangles

keep text a consistent .25” distance from sides of box

Prepare to shine. .1” between aligned objects

visually center text in red box

infographics are always in Gotham font centered in brand colors

Ideal location. Amazing community.

SPOONER

ST. CLOUD

At the University of Wisconsin-River Falls, you get the best of both worlds. Our beautiful, mid-sized campus—located in the River Falls community and situated on the Kinnickinnic River—is just 30 minutes from the Twin Cities metropolitan area.

Collaborative learning. Dynamic experiences.

DULUTH

BRAINERD RHINELANDER

WAUSAU MINNEAPOLIS ST. PAUL

ROCHESTER

MENOMONIE EAU CLAIRE

LA CROSSE

At UW-River Falls you’ll gain new knowledge in a collaborative environment with supportive

MARSHFIELD

professors and fellow students.

OSHKOSH

7

continents in which students are conducting research

You’ll have access to unique learning opportunities, MADISON

such as undergraduate research and leadership

As a student at UW-River Falls, you will enjoy the comforts of our friendly and supportive community and you’ll have easy access to the

activities, as early as your freshman year.

amenities of the big city. Minneapolis/St. Paul is one of the largest metropolitan areas in the Midwest, putting you just minutes away from great jobs and internships.

acquire will be applied to real-world experiences

Excellent education. Exceptional value.

Open mind. Global perspective.

At UW-River Falls, great teaching happens both in and out of the classroom. Our unwavering

At UW-River Falls you will engage with ideas,

commitment to you means you will enjoy learning from dynamic, accomplished professors whose primary focus is your success. With that, we believe a college education should be affordable. We make this possible by providing generous scholarships, reasonable tuition and a

The knowledge you gain and the insights you

Experience China, you will have the opportunity to study abroad for a cost comparable to that of on-

community of River Falls.

2X UWRF students are twice as likely to study abroad than their national peers

campus tuition and housing.

textbook rental program.

Common graphic elements There are several common graphic elements and styles used throughout all designs: • A large single cover page photo is to be placed full-bleed whenever possible. • A publication headline placed over the photo within a transparent red or white, rounded corner rectangle. See page 22 for transparency details. • An occasional change in background color to red, gray or black for accent. • An occasional use of red or gray, rounded corner, call-out boxes. • An occasional use of infographic type treatment providing brevity and graphic interest. • A generous use of white space for accent whenever possible.

Involvement runs the gamut, from athletics,

in Minneapolis/St. Paul or explore the scenic

competitive job market.

programs, such as Wisconsin in Scotland and

as the people who learn and live here.

plenty to do off campus. Spend a day with friends

learning to prepare you for success in today’s

campus. With dynamic semester-long international

element in infographics both intercollegiate and intramural, to student government, and organizations. is aclubs numeral in a Center large The University is the hub of all activity on campus. Unwind at our movie theatre, catch a point size live show in our concert venue or just relax with Life at UW-River Falls is as varied and vibrant

friends at the coffee shop. You’ll also find there’s

through internships, employment and service

people, cultures and places beyond our

Live to learn. thetoprimary Learn live.

a caption is centered beneath the primary element in 12 pt type with a maximum 2 inche line width

UW-River Falls is also a place you can call your home away from home. Our residence halls contain kitchens, wireless access, study rooms,

a relevent symbol, half the size of Learn about our generous themore primary freshman scholarship guarantee. number, is go.uwrf.edu/guarantee often used

lounge areas, free laundry facilities, vending machines and recreational equipment.

Arts, Liberal Arts or ation Emphasis ry * dies * Coaching *

ral Biology, Field gy or Biomedical ces Emphasis ology ulture or Liberal Arts ee Administration nce, Marketing or gement Emphasis y cation Studies cative Disorders ty Planning * r Science and on Systems puter Science or mation Systems hasis tion ogy * Soil Science Soil or Sustainable ulture Emphasis ence ucation * dhood * ence * cs ry Education

ature, Creative ng or Education hasis ental Science

Farm Management * PRE-PROFESSIONAL PROGRAMS Film Studies * Pre-Engineering Food Processing Technology * ** Pre-Law Food Science and Technology * Pre-Medicine General Science Education * Pre-Optometry Geography Pre-Pharmacy Geology Pre-Veterinary Medicine Geographic Information Science/Cartography * DEGREE COMPLETION Graphic Design * PROGRAMS Health and Human Performance (undergraduate credits required) Exercise and Sport Business Administration Science or Health and Physical Computer Science Education Emphasis Early Childhood Health Education * Geographic Information Science ‡ History Health and Wellness Horticulture Management Fruit and Sustainable Law Enforcement Systems, Fruit and Vegetable Sustainable Management ‡ Production, Landscape Design & Contracting or Professional GRADUATE PROGRAMS Horticulture Emphasis Agricultural Education Hydrogeology * Alternative Education ‡ International Studies Business Administration (MBA) Journalism Clinical Exercise Physiology Language Arts/Reading * Communicative Disorders Marketing Communications Computer Science Mathematics Counseling Liberal Arts or Education Elementary Education Emphasis (initial certification) Military Science Leadership * Montessori Teacher Education ‡ Modern Languages Principal Licensure/Director of French, German or Spanish Instruction ‡ Emphasis Reading ‡ Music School Psychology Liberal Arts, Music Secondary Education in Education, Choral or Mathematics Instrumental Emphasis (post certification) Theatre * Tuition Double Meals Total Musical Shared Inquiry Communities Outdoor Teaching English toRoom Speakers Education * (14 week) Philosophy * of Other Languages Wisconsin Resident (TESOL) $8,182 $3,995 $2,390 $14,567 Physics ‡ Political Science Minnesota Resident $8,552 $3,995 $2,390 $14,937 Professional Writing * * Additional areas of study in Psychology MSEP* $11,330 $3,995 $2,390 $17,715 which only a minor is available Secondary Education Other Non-Resident $15,756 $3,995 $2,390 $22,141 Social Science * ‡ An area of study in which a Social*The Midwest Student Exchange Program (MSEP) is a multi-state tuition Studies-Broad Field certificate is available Socialreciprocity program and includes Illinois, Indiana, Kansas, Michigan, Missouri, Work Nebraska and North Dakota. Sociology ** Pending approval Fall of 2014 Soil Science * Sustainable Agriculture * Total includes: Sustainable Studies * Teaching English to Speakers • Full-time tuition • Student activity fee of Other Languages (TESOL) Theatre • Textbook rental • Double room Theatre Arts or Digital Film • Student health services • 14 meals each week and Television Emphasis Women’s and Gender Studies * • New student registration fee

Do not group photos along both a horizontal and vertical edge of any single image.

Prepare for a bright future.

Prepare to

Ther at R can

Affordable Excellence

Estimated tuition and fees for 2014-2015

At UW-River Falls, your success is our priority. You can expect to collaborate with faculty, participate in innovative research and access hands-on learning and global opportunities. Academics 19:1 student/faculty ratio 47 majors in four colleges College of Agriculture, Food and Environmental Sciences College of Arts and Sciences College of Business and Economics College of Education and Professional Studies

Printed on recycled paper with soy-based inks.

NOTE: In considering total expenses for an academic year, you may have needs beyond room, board and tuition/fees. Currently, the Financial Aid Office estimates the average student will spend approximately $2,250 for personal expenses, $1,150-$2,300 for transportation and $360 for educational supplies 5053 and additional books. Whether you will require this additional amount is governed by your individual needs and spending habits.

5054

410 South 3rd Street River Falls, Wisconsin 54022

RADUATE PROGRAMS ng Physical Education * ral Business ral Economics * ral Education eering Technology onmental Technology echanized Systems gement Emphasis ral Studies y* cience gement, Science or inary Technology, panion Animal **, ne, Meat Animal Vet Tech Emphasis logy *

21

Brand Standards

Campus Located in River Falls, Wisconsin (population 15,000) Thirty minutes from Minneapolis/St. Paul, Minnesota 6,455 students (6,061 undergraduate; 394 graduate) International students from 19 countries $63.5 million Falcon Center construction project underway Life 150+ student clubs and organizations 16 NCAA Division III varsity sports Scholarships 75 percent of students receive financial aid Nearly $800,000 in scholarships are awarded each year Distinctions Named a “Best Regional University” by U.S. News and World Report Named a “Best Midwestern College” by The Princeton Review Accredited by AACSB, a distinction earned by less than five percent of business schools

Photography Photography is key to telling the story of what is unique and valuable about UWRF and our students. Major recruitment materials, including both print and web, should initially present a single strong photograph, accurately portraying the key content being referenced. Strong, stand alone images should be used whenever possible. If, however, multiple photographs are appropriate within a printed piece, it is acceptable to disperse smaller individual photos, or align them vertically or horizontaly in a strip, with a space of .1” between each image (see page 20). This “strip” approach is not acceptable within the narrow confines of a web page.

Akhba Fadlan Maamu suaalo rabto i iskuulk

22

Brand Standards

Lynn, UW–River Falls is known for its distinctive programs in agriculture, education, business, science and the arts. Schedule your campus visit today!

Transparent red box The transparent red box is a reoccurring and prominent element on promotional materials to symbolize how the UW-River Falls community comes together to encourage and support student success. The red (cmyk 0-100-63-12) box is rendered through the use of the “multiply” transparency filter at an opacity of 100 percent. This transparency filter is available in Adobe Creative Suite. A white box at 50% transparency may be substituted if it better compliments the photo. Place cover page headlines within a transparent red, rounded-corner rectangle as shown above. These rounded-corner rectangles typically have a .25” radius but extremely large or small rectangle elements should be adjusted accordingly. Single line headlines should be centered vertically within a transparent box, maintaining a consistent .25” distance from all edges. If using multiple lines of copy within a rounded-corner rectangle, maintain a consistent .25” distance from all edges. Body copy may be aligned left or right, but not centered.

Brand Standards

Signature colors Primary Colors

UWRF RED

WHITE

Pantone 200

Pantone white*

CMYK 0 – 100 – 63 – 12

CMYK 0 – 0 – 0 – 0

RGB

190-15-52

RGB

255-255-255

HEX

be0f34

HEX

fffff

Secondary Colors

BLACK

UWRF SLATE

Pantone black

Pantone 5435

CMYK 0 – 0 – 0 – 100

CMYK 13 – 3 – 0 – 17

RGB

0 – 0 – 0

RGB

185 – 199 – 212

HEX

000000

HEX

737373

Color palette Color plays an important role in keeping all materials consistently recognizable. The four signature colors that comprise UW-River Falls identity are UWRF Red, White, Black, and UWRF Slate.

*Although opaque white inks exist, Pantone does not provide a reference for white. Generally, if you are printing on white paper and apply no ink to an area, you will achieve white. When ink is needed, it should simply be specified as opaque white, without a Pantone reference.

23

Brand Standards

WHITMAN ROMAN primary use for body copy

ABCDEFghijklmnopqrstuvwxyz12345678 WHITMAN ROMAN ITALIC use for emphasis

ABCDEFghijklmnopqrstuvwxyz12345678 WHITMAN BOLD use for headlines or subheads

ABCDEFghijklmnopqrstuvwxyz12345678 GOTHAM BOLD use for headlines or subheads

ABCDEFghijklmnopqrstuvwxyz 12345678 GOTHAM BOOK use for subheads or body copy

ABCDEFghijklmnopqrstuvwxyz 12345678 GOTHAM BOOK ITALIC use for emphasis

ABCDEFghijklmnopqrstuvwxyz 12345678

Recommended typography Typography, used consistently, is one of the most important design elements in establishing a recognizable graphic identity. From hundreds of typefaces available, the Whitman and Gotham font families have been selected for use in UW-River Falls materials. These typefaces are attractive, functional, and versatile enough for use in a wide variety of applications. The sample styles displayed above demonstrates the versatility of the chosen font families. This is not a comprehensive list of acceptable styles, but a guide to encourage the use of our recommended font families. Variations on these samples are expected as they suit the project. Whitman is available for purchase from The Font Bureau: www.fontbureau.com. Gotham is available for purchase from Font Shop: www.font shop.com. We recommend buying OpenType fonts as they are most compatible across computer platforms. University Communications and Marketing has purchased the recommended typography and can apply those typefaces to your design project for you.

24

Brand Standards

Successful Teaching Great teaching starts here. True learning never stops.

Great teaching happens in every classroom at River Falls. It also happens far outside the classroom, and it results in learning what you’ll take with you for the rest of your life, well beyond the halls of UW-River Falls. Headline

Subhead

Text

font Gotham Bold

font Gotham Bold

font Whitman Roman

size 18 point

size 10 point

size 10.5 point

leading 21 point

leading 12 point

leading 13 point

space after 3 points

space after 8 points

Successful Teaching Great teaching starts here. True learning never stops. Great teaching happens in every classroom at River Falls. It also happens far outside the classroom, and it results in learning what you’ll take with you for the rest of your life, well beyond the halls of UW-River Falls. Headline

Subhead

Text

font Whitman Bold

font Gotham Bold

font Gotham Book

size 24 point

size 10 point

size 8 point

leading 22 point

leading 12 point

leading 13 point

space after 3 points

space after 8 points

Sample typography The sample styles displayed above demonstrate the versatility of the chosen font families. This is not a comprehensive list of acceptable styles, but a guide to encourage the use of our recommended font families. Variations on these samples are expected as they suit the project. Templates include defined styles to facilitate consistent typography. For more information visit www.uwrf.edu/UniversityCommunications/index.cfm.

25

Brand Standards

GEORGIA REGULAR primary use for headlines or subheads

ABCDEFghijklmnopqrstuvwxyz12345678 GEORGIA ITALIC use for emphasis

ABCDEFghijklmnopqrstuvwxyz12345678 HELVETICA BOLD use for headlines, subheads or navigation

ABCDEFghijklmnopqrstuvwxyz  1 2345678 HELVETICA primary use for body copy

ABCDEFghijklmnopqrstuvwxyz  1 2345678 HELVETICA ITALIC use for emphasis

ABCDEFghijklmnopqrstuvwxyz 12345678

Acceptable typography For the UWRF website, Whitman and Gotham are inherent in our content management system. It is understood that not everyone will have the recommended font families for their print documents. If Whitman and Gotham are available, use them as described in this manual. If they are not available, substitute the font families shown above. University Communications and Marketing has purchased the recommended typography and can apply those typefaces to your design project for you.

26

27

Brand Standards

Prepare to learn from the best. • Rated a best Midwestern university • Educating teachers since 1874 • Just 30 minutes from Minneapolis/ St. Paul, MN Learn more about undergraduate and graduate programs at:

GO.UWRF.EDU/EDUCATION

Lynn, UW–River Falls is known for its distinctive programs in agriculture, education, business, science and the arts.

ADVERTISEMENT

REPORT COVER

Schedule your campus visit today!

POSTCARD

Examples Consistently using the graphic standards presented in this manual — the logo, colors, and typography — in combination with compelling words and photos is the best way to establish a recognizable identity for the university.

28

Brand Standards

Earn a graduate degree in

Prepare to learn from the best. • Rated a best Midwestern university • Educating teachers since 1874 • Just 30 minutes from Minneapolis/ St. Paul, MN

• Clinical Exercise Physiology • School Counseling • School Psychology 30 minutes from the Twin Cities. Evening Classes.

Learn more about undergraduate and graduate programs at:

GO.UWRF.EDU/EDUCATION

GO.UWRF.EDU/GRADSTUDY

Earn a graduate degree in  • Educational Administration • Elementary Education • Montessori Teacher Education • Reading • STEMteach Located 30 minutes from the Twin Cities.

GO.UWRF.EDU/GRADSTUDY

Advertisements The graphic identity is flexible so it easily adapts to any format or size. Consistently emphasizing key messages and graphics maximizes the effectiveness of each exposure.

29

Brand Standards

Explore UW-River Falls Fall is a beautiful and vibrant time to visit campus! On your visit, you’ll have a chance to meet faculty and students, tour our facilities and learn more about admission, academics, student involvement, living on campus and more. Join us for College Visit Day to preview life as a Falcon. Friday, October 9 Thursday, October 15 Friday, October 16 Friday, October 23 Friday, November 20 Friday, December 4

Nonprofit Organization

410 S. 3rd St. River Falls, WI 54022

U.S. POSTAGE PAID River Falls, WI Permit No. 32

First Lastname Street Address City, State, Zip

Register for Visit Day uwrf.edu/visit or 715-425-3500 Apply for Admission apply.wisconsin.edu

Lynn, UW–River Falls is known for its distinctive programs in agriculture, education, business, science and the arts. Schedule your campus visit today!

POSTCARD BACK

POSTCARD FRONT

Multi-use postcards By directing people to our website for more detailed information, printed pieces can be brief and to-the-point while maximizing existing resources.

Brand Standards

GLOBAL. INNOVATIVE. Adult Degree Completion Program Complete your bachelor’s degree in business administration close to home.

Report covers With or without the use of photos or lots of color, the graphic standards have the ability to support all manner of communications.

30

31

Brand Standards

Prepare for a bright future.

Applied College Physics for Industry andVisit Days Engineering Friday, Oct. 10

(Athletic Visit Day) • Mechanical Thursday, Oct. 16 Design Friday, Oct. 17 • Optics and Friday, Oct. 24 Electronics Friday, Nov. 14 • Biology Friday, Dec. 5 • Entrepreneurship Monday, Feb. 16 March 6 March 27 April 10 April 17 May 1

This degree will fuel Friday, your future – whether Friday, it’s a job in a high technology industry, Friday, more training in graduate school or starting yourFriday, own business. Friday, uwrf.edu/physics

Schedule With a 22+ ACT, you may qualify for $1,000-$4,000 through our Scholarship Guarantee program.

your visit at

www.uwrf.edu/visit

go.uwrf.edu/guarantee Visit our beautiful campus in-person to learn more about our nationally ranked physics program. Schedule your visit today! uwrf.edu/visit

Posters Consistently using elements of the graphic vocabulary in all university communications builds equity over time, increasing the brand’s value in the minds of our audiences.

Where will a UW-River Falls physics degree take YOU?

32

Brand Standards

College of Business and Economics

Economics

The Economics Department is within the College of Business and Economics (CBE). CBE provides the following advantages: • AACSB accreditation, a recognition granted to less than 5 percent of all business schools worldwide, means you receive the highest quality education. • Active student organizations; the UWRF chapter of the International Honor Society Beta Gamma Sigma (BGS) and the livinglearning community, Taking Care of Business, offer you valuable, real-world experiences outside the classroom. • As a new student, you will work with a single, dedicated academic adviser until your official acceptance into CBE’s upper-level courses.

Hallmark of Quality

THREE PANEL BROCHURE

An AACSB-accredited Twin Cities area college.

Only 5% of business programs worldwide are AACSB-accredited.

• All juniors and seniors are encouraged to take part in CBE’s internship program. Our internship coordinator will assist you in finding real-world work opportunities that are available for both pay and academic credit. • The College of Business and Economics sincerely values all students. We pledge to do everything within our power to ensure that your educational experience is a success.

Visit Campus www.uwrf.edu/visit Learn More www.uwrf.edu/CBE Apply Now www.uwrf.edu/admissions

COLLEGE OF BUSINESS AND ECONOMICS

www.uwrf.edu/cbe 715-425-3335 COLLEGE OF BUSINESS AND ECONOMICS 5237

What do we hope to accomplish? MULTI-PURPOSE INSERT

•  Establish and maintain a clear and compelling brand position for UWRF.! •  Drive increased volume of inquiries and applications.! •  Support the UWRF Foundation in their fundraising.! •  Support the strategic plan.!

POWER POINT

Templates Templates have been created for many common applications. Use of these templates will help ensure consistent delivery of the university’s brand to its many audiences. For more information visit www.uwrf.edu/UniversityCommunications/index.cfm.

33

Brand Standards

Why Economics?

Career Outcomes

Economics Courses

An undergraduate degree in economics is excellent preparation for jobs in business, financial institutions, government, non-governmental and nonprofit organizations, as well as if you are considering graduate school. The skills you acquire in analytical and critical thinking will appeal to both employers and graduate schools. Economics is included in The Princeton Review’s “Top 10 Majors” list for offering both intellectual challenges and a diverse skill set that can be applied to various job opportunities.

You will gain analytical, communication and critical thinking skills in economic courses. In particular, courses provide a framework for observing, interpreting and reacting to the current domestic and global economic conditions. As an economics student, you must also choose a minor or second major. Economics is often paired with business administration, political science, math, finance or accounting.

The economics major may lead to careers such as:

The required courses for the economics major include the following:

• Appraiser

• Intermediate Macroeconomics

• Auditor

• Intermediate Microeconomics

• Broker Floor Representative

• Introduction to Statistics

As an economics student, you will • Financial Analyst • Principles of Macroeconomics • Lobbyist develop a comprehensive understanding • Principles of Microeconomics • Market Analyst of economic growth, jobs, incomes, • Statistics for Economics and Business • Real Estate Appraiser inflation, development, the national • Securities Broker debt, international trade and more. Many • Strategic Planning Analyst important issues faced by society---from • Statistician “Studying economics had improved my controlling health care prices and fighting understanding of the world around me. Whether • Underwriter against discrimination, poverty and I was looking at labor markets, macroeconomic or reading up on the history of College of Business and Economics pollution to grantingCollege Business and Economics Economics Program Strengths College of Business andfluctuations access toof education I always found myself armed The Management and Marketing Department is The Management and Marketing Department is are award-winning teachers The within thought, the • Professors andEconomics Department iseconomic and balancing budgets---are all directly Business Administrationwith a broader understanding of society. Even within the College of Business and Economics within the College of Business and Economics College of Business and Economics (CBE). outstanding scholars. They are genuinely interested in related to economics.(CBE). CBE provides the following advantages: after a basic economics course I would catch (CBE). CBE provides the following advantages: CBE provides the following advantages: your success. • AACSB accreditation, a recognition granted to less than 5 percent of all business schools worldwide, means you receive the highest quality education. • Active student organizations, the UWRF chapter of the International Honor Society Beta Gamma Sigma (BGS) and the livinglearning community Taking Care of Business present you with valuable, real-world experiences outside the classroom. • As a new student, you will work with a single, dedicated academic adviser until your official acceptance into CBE’s upper-level courses.

Management

scholarships.

An AACSB-accredited Twinorganizations, Cities area college. • Active student the UWRF

An AACSB-accredited Twinorganizations; Cities area college. • Active student the UWRF

• As a new student, you will work with a single,

• As a new student, you will work with a single, dedicated academic until your official Only 5% of business programsadviser worldwide acceptance into CBE’s upper-level courses. are AACSB-accredited.

• All juniors and seniors are encouraged to take part in CBE’s internship program. Our internship coordinator will assist you in finding real-world work opportunities that are available for both pay and academic credit.

• All juniors and seniors are encouraged to take part in CBE’s internship program. Our internship coordinator will assist you in finding real-world work opportunities that are available for both pay and academic credit.

• All juniors and seniors are encouraged to take part in CBE’s internship program. Our internship coordinator will assist you in finding real-world work opportunities that are available for both pay and academic credit.

• The College of Business and Economics sincerely values all students. We pledge to do everything within our power to ensure that your educational experience is a success.

• The College of Business and Economics sincerely values all students. We pledge to do everything within our power to ensure that your educational experience is a success.

• The College of Business and Economics sincerely values all students. We pledge to do everything within our power to ensure that your educational experience is a success.

Visit Campus www.uwrf.edu/visit

Visit Campus www.uwrf.edu/visit

Visit Campus www.uwrf.edu/visit

Learn More www.uwrf.edu/CBE

Learn More www.uwrf.edu/CBE

Learn More www.uwrf.edu/CBE

Apply Now www.uwrf.edu/admissions

Apply Now www.uwrf.edu/admissions COLLEGE OF BUSINESS AND ECONOMICS

Apply Now www.uwrf.edu/admissions COLLEGE OF BUSINESS AND ECONOMICS

www.uwrf.edu/CBE 715-425-3335

www.uwrf.edu/CBE 715-425-3335 5231

Only 5% of business programs worldwide

Business Administrationare AACSB-accredited.

Marketing Professional Sales

COLLEGE OF BUSINESS AND ECONOMICS

www.uwrf.edu/cbe 715-425-3335

COLLEGE OF BUSINESS AND ECONOMICS 5221

of Quality

An AACSB-accredited Twin Cities area college.

The Student Economic Society is an excellent wayoftothe International Honor Society chapter of the International Honor•Society chapter participate in field trips, panel discussions networking Beta Gamma Sigma (BGS) and the livingBeta Gamma Sigma (BGS) and the livingand social events. learning community, Taking Care of Business, learning community, Taking Care of Business, offer you valuable, real-world experiences offer you valuable, real-world experiences outside the classroom. outside the classroom.

dedicated academic until your official Only 5% of business programsadviser worldwide acceptance into CBE’s upper-level courses. are AACSB-accredited.

INSIDE

Economics

myself at the gas pump, not only grumbling at the

Class sizes are relatively small and you• will work closely • granted • AACSB accreditation, a recognition AACSB accreditation, a recognition granted which factors played into its price, but, pondering professors on research and academic to less than 5 percent of all business with schools to projects. less than 5 percent of all business schools determination.” worldwide, means you receive the •highest You will engage in valuable experiences,worldwide, including means you receive the highest David Murphy, Sophomore Hallmark of Quality Hallmark of Quality Hallmark quality education. quality internships, opportunities for international traveleducation. and Economics and Political Science Major

COLLEGE OF BUSINESS AND ECONOMICS 5237

COVERS

Three-panel brochure template This template provides direction for creating 11” x 8.5” brochures for consistent margins, type styles and colors across university departments. To downoad this template visit www.uwrf.eduUniversityCommunications/index.cfm.

COLLEGE OF BUSINESS AND ECONOMICS

34

Brand Standards

Biology 101 Banner Title

Biology 101 Headline - August 9, 2015 (date in copy?) Aliquam mattis dui et sem iaculis, in cursus lorem volutpat. Maecenas quam sem, facilisis ut imperdiet at, viverra blandit elit. Nulla sodales est vitae mauris venenatis pretium. Aliquam nec porta elit. Mauris id efficitur diam, ultrices bibendum leo. Praesent vestibulum sapien ut purus pharetra, eget condimentum eros pellentesque. Nam porta imperdiet sagittis.

Biology 101 Sub-headline Aliquam mattis dui et sem iaculis, in cursus lorem volutpat. Maecenas quam sem, facilisis ut imperdiet at, viverra blandit elit. Nulla sodales est vitae mauris venenatis pretium. Aliquam nec porta elit. Mauris id efficitur diam, ultrices bibendum leo. Praesent vestibulum sapien ut purus pharetra, eget condimentum eros pellentesque. Nam porta imperdiet sagittis.

FALCON DAILY

Biology 101 Sub-sub-headline Aliquam mattis dui et sem iaculis, in cursus lorem volutpat. Maecenas quam sem, facilisis ut imperdiet at, viverra blandit elit. Nulla sodales est vitae mauris venenatis pretium. Aliquam nec porta elit. Mauris id efficitur diam, ultrices bibendum leo. Praesent vestibulum sapien ut purus pharetra, eget condimentum eros pellentesque. Nam porta imperdiet sagittis. Contact Faculty Name, Academic Department, Room #, Building Office Hours: Mon. 10-noon, Wed. 2-5 PM, Fri. 10-noon Phone # Dept/Class Web link http://www.uwrf.edu/BIOL/Index.cfm

E-newsletter templates Falcon Daily is available to inform faculty, staff, students and external subscribers of university activities and announcements in a fresh and concise read each day. The e-newsletter template is designed to work within Micosoft Outlook. Communicating electronically is a cost-efficient, and increasingly accepted substitute for, or supplement to, the web and printed materials. To downoad this template visit www.uwrf.edu UniversityCommunications/index.cfm.

E-NEWSLETTER TEMPLATE

Brand Standards

Multi-purpose insert template An 8.5” x 11” insert is available for general use in response to external requests for information. It enables the office to tailor information to specific areas of interest. To downoad this template visit www.uwrf.eduUniversityCommunications/index.cfm.

35

Brand Standards

Integrated Marketing! Plan – Branding!

What do we hope to accomplish? •  Establish and maintain a clear and compelling brand position for UWRF.! •  Drive increased volume of inquiries and applications.! •  Support the UWRF Foundation in their fundraising.! •  Support the strategic plan.!

PowerPoint template A template has been created for use with this popular presentation software. Because of its simple design, it provides a foundation for consistently representing the visual identity to a wide variety of audiences. To downoad this template visit www.uwrf.eduUniversityCommunications/index.cfm.

36

Brand Standards

INDEX PAGE LAYOUTS

Website template Because of our website’s multiple content providers and frequent updates, it is especially important to adhere to standards when creating web pages. Templates has been created to ensure both consistent implementation of the site, and compliance with state-required accessibility guidelines. All webpage on uwrf.edu must use the predefined templates available in the content management system (CMS). For more information on page layout and design, please consult our CMS Author Guidlines at www.uwrf.edu/????????????????

37

Brand Standards

Brand Review Process UW-River Falls University Communications and Marketing (UCM) provides brand review of marketing materials to help your office or department better align your communications and marketing efforts with the UW-River Falls brand. Consistent use of the UW-River Falls images and messages will help strengthen our brand message and create a more established and recognized identity for the university. For a detailed discription of the brand review process visit www.uwrf.edu/ucm/brand-review.cfm

To download design resources such as wordmarks and templates visit www.uwrf.edu/ucm

For more information contact University Communications and Marketing University of Wisconsin–River Falls 715-425-3768 www.uwrf.edu/ucm

Updated November 2016

38