Brand Identity Standards JANUARY 2018 FOR THE MOST RECENT VERSION, GO TO SAMFORD.EDU/DEPARTMENTS/MARKETING/LOGOS.
Brand Identity Brand identity is the visual representation of an institution, rooted in its brand strategy and personality. The way a brand looks has real implications for audience perception and ultimately decision making. Symbols are powerful tools. If harnessed properly, they become invaluable institutional assets. Reaching beyond logo, good brand identity is comprehensive and governed by systematic standards. The following standards are the brand authority for Samford University s visual identity, approved by the president and the president s council. All communication products must meet the requirements set forth in this manual. Samford s Division of Marketing and Communication provides ongoing governance and implementation for these visual standards. Consistency, clarity and quality are the primary functions of this document. All Samford stakeholders, internally and externally, are expected to operate in accordance with these standards. If you re representing Samford, it is your responsibility to do so as a part of the team. If you have any questions, suggestions or concerns, please contact the Division of Marketing and Communication. 2
Color Palette Color is perhaps the strongest driver of emotion and recall among all brand identity components. Samford s color palette is anchored by the legacy of its red and blue, while bolstered by the brightness and charm of its supporting palette. Collectively, the official color palette communicates Samford s story of leadership and sophistication. These color standards should be used for all communication products. For prestige communications as with the Office of the President assorted metallic colors may be introduced. Samford s two primary colors are red and blue, which should be used most prominently in overall ratio on a canvas. Gray, sky blue, garden green and ray yellow are secondary colors, which should be used in minority ratio relative to the primary palette. BLUE PANTONE 289 PRINT 100 86 42 44 DIGITAL 0 38 73 #002649 PRIMARY SECONDARY RED PANTONE 200 PRINT 16 100 100 6 DIGITAL 196 22 29 #C4161D GRAY PANTONE 428 SKY BLUE PANTONE 325 GARDEN GREEN PANTONE 584 RAY YELLOW PANTONE 1205 PRINT DIGITAL PRINT DIGITAL PRINT DIGITAL PRINT DIGITAL 10 194 58 93 23 205 0 255 Always obey the color values provided. 4 4 14 198 202 #C2C6CA 0 19 0 199 209 #5DC7D1 0 78 0 222 97 #CDDE61 11 53 0 224 140 #FFE08C 3
Typography An effective brand identity requires consistent typography to help communicate an organization s personality. Samford s identity system maintains several typefaces for specific applications. CHRONICLE DECK The words Samford University in the bell tower logo are derivative of Chronicle Deck. Chronicle Deck is a mainstay display/headline font in the identity system. WHITNEY The sport-specific words in the spirit wordmarks are derivatives of Whitney. The school-specific words in the bell tower logo are derivatives of Whitney. SPIRIT WORDMARK The wordmark Samford and Sam in all spirit marks are artwork rather than a specific font. They cannot be replicated in text. Contact us at lrwillia@samford.edu if you need the purchased fonts. ALTERNATIVE FONT Typography may present the greatest challenge in maintaining consistency in university communications because it is dependent on the fonts installed on viewers devices. Because the font Arial is pre-installed on both computers and mobile devices, whenever possible, Arial should be used in digital communications like email and newsletters. 4 Sentence case is preferred on all academic pieces. Only use all CAPS if absolutely necessary.
Bell Tower Logo A brand identity s cornerstone component is its logo because it is the one element that is featured on virtually all communication applications. Samford University s bell tower symbol has been refined with simplified lines and an emphasis on light. It has been tested in the market, and the results show that it continues to reflect our institutional brand personality dignified, beautiful, strong and established. The official bell tower logo comprises the bell tower symbol and wordmark. BELL TOWER SYMBOL Samford s bell tower symbol has been used in the school s primary logo in several forms over the last 30 years. It is a symbol of time-honored tradition and scholarly excellence. The symbol is a simplified representation of the bell tower atop the library. BELL TOWER SYMBOL WORDMARK WORDMARK Samford s logo type is called the wordmark, and includes Samford University set in specific and unchanging typographical styling and placements. Do not place a drop shadow behind the logo. 5
Primary Logos Samford has eight university-wide logos. The bell tower logos represent the academic aspects of the university while the spirit marks represent athletics. While Samford s bulldog was created for athletics competition, it also represents school spirit. No other bulldog may be used to represent Samford. The crossover marks, shown below, may be used in lieu of the bell tower and full signature spirit mark. The crossover mark or full signature spirit mark may not be used to represent academic schools and are not available with a department or unit name underneath the mark. All approved marks are currently available. Do not combine any of the established marks in an effort to create a new mark. The bulldog cannot represent academic schools in print or electronic pieces. For apparel and specialty items, the bulldog cannot be in close proximity to any other mark because it violates the brand standards. All uses of the marks are subject to approval by Marketing and Communication. Bell Tower Logo (horizontal) Full Signature Spirit Mark (vertical) Crossover Mark (horizontal) Bell Tower Logo (vertical) Full Signature Spirit Mark (horizontal) Crossover Mark (vertical) The primary logos can never be black, all red or all gray. Wordmark (vertical) Wordmark (horizontal) 6
Logo Mechanics The bell tower logo and all other official marks are built with intentional dimensions, ratios and alignment. These intricate mechanics are demonstrated here, showing the variety of relationships that work together to preserve the integrity and quality of the Samford logos. Never resize, shift, skew or otherwise deviate from these mechanics. A B Clear Zone A clear zone (.25 inch) is the protected area around a logo or other official mark as indicated by the dotted perimeter margin ensuring that no other design elements (text, shapes or images) interfere with the logo. As a reminder, elements of the different marks cannot be combined to make a new mark. Regardless of the clear zone rule, elements of different marks cannot be in close proximity to each other. These elements cannot appear to be locked up to create a new mark. Clear zone requirements apply to all logo arrangements and brandmarks, not just the options represented here. 7
Minimum Sizing The use of properly sized logos and marks establishes a unified and professional appearance. Reproducing the bell tower logo or other official marks below a minimum size jeopardizes legibility. Never reproduce the bell tower logo or another official mark at a size smaller than the minimums provided below. Use your best judgment when applying the bell tower logo or other official marks, seeking to achieve the most desirable balance between the size of the mark, the surrounding content and the available canvas. Simply making a logo bigger is not always the best approach, as a bloated logo relative to its canvas can be as ineffective as a logo that is too small. Print and Digital Sizing is measured horizontally from the left edge to the right edge of the logo or mark. The minimum size for both the horizontal and vertical orientations of the logo for print and digital applications is 1" or 72 pixels. 1" or 72 pixels (web) 1" or 72 pixels (web) 1" or 72 pixels (web) 1" or 72 pixels (web) Size requirements apply to all logo arrangements and other official marks, not just the options represented here. Exceptions for especially small items with limited surface area, such as pens, can be requested from the Division of Marketing and Communication. 8
Logo Color Formats As demonstrated below, the six primary marks exist on four background colors, all of which are in the official color palette. The full-color bell tower logo on a white background is preferred, but all of these formats are approved as on-brand options. Never alter the logos to be all red, all gray or all black for any reason. White on a dark background Full-color Bell Tower Logo on white (preferred) Full-color on gray Full Signature Spirit Mark All of the logo arrangements in the official identity system adopt these same color standards. 9
School and College Logos A Samford University education is made possible by 11 schools and colleges. In the world of brand identity, it is a reality that internal groups often want their own logos. However, we must all agree as an institution that when Samford University wins, so do its stakeholders. To that end, we must draw the line on group-specific logos, and, for most groups, that line ends at the school/college level. Department-specific logos are limited to a select number of departments that are required to display their department name on apparel and specialty items. These logos have been created and distributed to appropriate departments. Schools and colleges are encouraged to use the bell tower logo in most cases. However, when communication is enhanced by a direct relationship to a school or college, a school/college logo is permissible. All other technical standards apply. School/college logos may be used with or without the bell tower symbol; both versions are equally acceptable. The decision to use one over the other should be determined based on space and style. For each of these submarks, Samford University is on one line set in Chronicle Deck Bold. The school/college name is also set on one line in Whitney Medium. The full-color marks shown here are always preferred. When displayed on a dark background, the entire mark will be white. 10
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School and College Crossover Marks Schools and colleges have the option to use the spirit wordmark with the name of the school or college below in the following color ways. This mark can be used in lieu of the bell tower logo, or school or college logo on apparel and specialty items. For electronic and printed pieces, the bell tower logo or school or college logo must be used. 12
Center Logos Academic centers are a critical part of Samford University. Logos have been created and distributed to the appropriate centers. Centers are encouraged to use the main Samford bell tower logo in most cases. When communication is enhanced by a direct relationship to a center, the center logo is permissible. All other technical standards apply. Center logos may be used only with the bell tower symbol. For each of these submarks, Samford University is on one line set in Chronicle Deck Bold. The center name is also set on one line in Whitney Medium. The full-color mark is always preferred. When displayed on a dark background, the entire mark will be white. Don t attempt to typeset any logo. 13
Administrative Unit Logos Logos have been distributed to the appropriate administrative units. Units are still encouraged to use the main Samford bell tower logo in most cases. However, when communication is enhanced by a direct relationship to a specific administrative unit, the unit logo is permissible. All other technical standards apply. Administrative unit logos always appear with the bell tower symbol. For each of these submarks, Samford University is on one line set in Chronicle Deck Bold. The administrative unit name is also set on one line in Whitney Medium. The fullcolor mark shown here is always preferred. When displayed on a dark background, the entire mark will be white. Administrative units that consist of one word (for example, Admission) are required to have Office of in front of the unit name. Any unit that consists of at least two words does not have Office of for space and consistency. Administrative units have the option to use the spirit wordmark in PMS 289 and PMS 428 on apparel and specialty items with the name of the unit below (shown below). For electronic and printed pieces, the unit bell tower logo must be used. Don t attempt to typeset any logo. 14
Spirit Marks Samford maintains a suite of on-brand spirit marks. While the full signature spirit mark is preferred, the spirit wordmark, Sam-dot and Sam-U are also acceptable. The choice of spirit mark should be dictated by the product to which it is being applied in terms of space and style. Accordingly, horizontal versions of the full signature and Sam-dot also are available. Full Signature Spirit Mark (preferred) Spirit Wordmark (preferred) Full Signature Spirit Mark (horizontal) Sam-dot Sam-dot (horizontal) SAM-DOT may be used singly or in conjunction with the spirit wordmark. If used in conjunction with the spirit wordmark, the marks need to be placed appropriately to avoid any feeling of redundancy or repetition (i.e., no Sam Samford ). Do not use Sam-dot in conjunction with the full signature to avoid awkward repetition of the bulldog image. The bulldog and the bell tower symbol cannot be used in the same application to avoid competing visual imagery. Sam-U The Bulldog S-dot SAM-U may be used singly, or in conjunction with the full signature spirit mark or spirit wordmark. If used in conjunction with the full signature or spirit wordmark, the marks need to be placed appropriately to avoid any feeling of redundancy or repetition (i.e., no Sam Samford ). THE BULLDOG may not be used singly; it must be used in conjunction with a variation of the spirit wordmark or the Samford University wordmark in Chronicle Deck. The bulldog cannot be locked up with any other mark. For apparel and specialty items, the bulldog cannot be in close proximity to any other mark. If the bulldog and the spirit wordmark will be in close proximity, use the full signature spirit mark instead. Do not use the bulldog in conjunction with the full signature spirit mark to avoid awkward repetition of the bulldog image. The bulldog cannot be used to represent academic units in print or electronic pieces. S-DOT may not be used singly; it must be used in conjunction with the spirit wordmark. If used in conjunction with the spirit wordmark, the marks need to be placed appropriately to avoid awkward repetition of the S (i.e., no S. Samford ). Use of S-dot is strictly reserved for baseball and softball uniform caps. 15
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Spirit Marks for Sports and Units Spirit marks for sports and units are built with intentional ratios, dimensions and proximity. Never attempt to manipulate, resize, shift, skew or otherwise alter them. The sport-specific wordmark and sport-specific full signature mark may be used on their own at any time. The right-justified wordmark is preferred. The centered designations are used on products when necessary. Sport-specific Wordmark Sport-specific Wordmark (centered) Sport-specific Full Signature Mark 17
Seal Samford University maintains an official seal used primarily for formal or prestige communications, such as diplomas or correspondence from the Office of the President. The Samford seal is a proud part of the institution s heritage. It is important to remember that the seal is not a substitute for any other official mark, but rather a complement and supplement to the suite of official marks. SEAL The seal may be set in PMS 289, in neutral tones from black to white, metallic inks, and as inverse on these same inks as background colors. The seal is not available for use without written permission from the Office of the President. 18
Social Media Social media handles are some of the most important engagement arenas for Samford stakeholders. As such, each handle needs to be appropriately branded. In many cases, users will interact with Samford almost entirely on mobile or tablet devices. For this reason, profile images for all handles should be simplistic. The bell tower and bulldog are recommended for this space. However, flexibility exists to avoid repetition if a user subscribes to several Samford social media accounts. Each account is required to use Samford University in the display name. The recommended graphics cannot appear without this identifier. TRACK AND FIELD 19
Business Cards To communicate effectively, business cards should contain only essential information and be organized in the format shown here. All business cards are two-sided and are 3.5" x 2". The academic business card has the capital campaign artwork (For God, For Learning, Forever Samford) on the back side of the card. Joe Doe, Ph.D. Assistant Professor School of Health Professions 800 Lakeshore Drive Birmingham, AL 35229 205-726-1111 office 205-726-2222 fax jdoe@samford.edu samford.edu Martin Newton Director of Athletics 800 Lakeshore Drive Birmingham, AL 35229 205-726-2531 office 205-703-3635 cell cnewton@samford.edu samford.edu Front Athletics Front For God, For Learning FOREVER SAMFORD Building a strong future for Samford University TWITTER @SUfootball Back Athletics Back 20
Letterhead and Envelopes Letterhead is 8.5" x 11" with #10 envelopes. The bell tower logo and school-specific logos are featured on all academic letterhead and envelopes. The sport-specific wordmark is featured on all athletics letterhead, and the full signature spirit mark is featured on envelopes. Department of Physical Therapy 800 Lakeshore Drive Birmingham, AL 35229 205-726-2807 office 205-726-4161 fax samford.edu University Advancement 800 Lakeshore Drive Birmingham, AL 35229 205-726-2807 office 1-877-SU ALUMS (1-877-782-5867) 205-726-4161 fax samford.edu 800 Lakeshore Drive Birmingham, AL 35229 800 Lakeshore Drive Birmingham, AL 35229 800 Lakeshore Drive Birmingham, AL 35229 205-726-1111 office 205-726-2222 fax samford.edu 21
Photography Brand Standards MARCH 2018
Photography Brand Standards Photography is one of the most critical assets in a brand identity system. The three key attributes of Samford photos are beauty, leadership and friendliness. Natural light is preferred. Use natural and relevant surroundings and environments. No stock photography can be used. Avoid using black and white, muting, sepia, duotone, artificially colored, HDR or any photography filters. Use high-resolution images (300 dpi); never scale an image past its native resolution. When photographing students, ask them to remove all logos from other universities. We don t want to advertise another university in our own photography. When photographing faculty, ask them to wear semi-professional to professional clothing. The attire needs to be visually distinctive in comparison to students. When photographing in a clinical setting, ask that students and faculty follow all rules relating to their programs specific clinical uniform. Photograph subjects in both horizontal and vertical orientations. Don t place text or information over people s faces; make sure the text is legible. Never provide official Samford University imagery to third parties without the consent of the Division of Marketing and Communication. The Division of Marketing and Communication manages an active archive of current, on-brand photography. To request a photo shoot or to check out a camera, go to samford.edu/ departments/marketing/photography. Don t use sepia or black and white images. Use natural light. Don t use photo filters. Use natural and relevant environments. Samford s photos are confident, beautiful, inspiring, refined, compassionate, warm, empowering and friendly. 2
Samford Photography: Samford s photos are confident, beautiful, inspiring, refined, compassionate, warm, empowering and friendly. Tell a story whenever possible. Genuine engagement between subjects makes the reader feel like part of the story. Samford s brand is intentional candids. The backgrounds, subjects and environments need to be intentionally chosen. But the actual photo needs to be a candid moment rather than a posed, staged moment. Samford photography is lifestyle rather than photojournalism. Please clean up the environment prior to taking the photo. For example, please remove distracting backpacks, water bottles, trash cans, flower vases, etc. Also, please straighten all attire and name tags. Samford s community is welcoming and respectful of all people. Photography should include multiple disciplines and represent a diversity of people. Samford Photography is not: overly staged and overly stylized moody and dramatic stock imagery overly busy taken in the studio; use natural surroundings and environments if possible. people eating; avoid taking photos when people are eating. The three key attributes of Samford photos are beauty, leadership and friendliness. 3
Release Form: Use this form for third-party subjects that are not Samford students, staff or faculty. 800 Lakeshore Drive Birmingham, AL 35229 Permission to Use Photograph/Video Subject: Location: I grant Samford University, its representatives and employees the right to take photographs or videos of me and my property in connection with the aboveidentified subject. I further grant Samford University full rights to copyright, use and publish the same in print and/or electronically. I agree that Samford University may use such photographs/videos of me with or without my name and for any lawful purpose, including for example such purposes as publicity, illustration, advertising and web content. I have read and understand the above: Signature Printed name Organization Name (if applicable) Address Date Signature, parent or guardian (if under age 18) 4
Samford maintains an active archive of current, on-brand photography. Samford s Marketing and Communication colleagues are allowed access to this archive system called Photoshelter. The following are some tips and processes regarding Photoshelter. How to Set up an Account Email Stephanie at stephanie.douglas@samford.edu to request access and include your name, department and email. Once Stephanie replies that she has added your email account in, go to photoshelter.com/login. Put in your email and click forgot password button. A temporary password will be emailed to you. General Tips To download photos, you must be logged in. The photo numbering system is: first two letters photographer s initials next four numbers month and year Ex. SD0917.. The easiest way to find photos is through the search feature. If you are looking for general Samford campus shots, look under invited galleries and then campus. If you need assistance in finding a photo in Photoshelter, please email Stephanie at stephanie.douglas@samford.edu. Please do not contact freelance photographers directly to find a photo. Uploading Photos If Samford s freelance photographer takes the photos, the photos will be uploaded into Photoshelter within a week of the event date. We allow 48 hours for the photographer to get the photos to Creative Services and then 72 hours for Creative Services to upload the photos into Photoshelter. If you need event photos quickly for news and social coverage, please take a photo with your phone. Please do not ask the freelance photographer to send you an image directly. 5 If you want to include photos you have taken in Photoshelter, please supply Stephanie with high-resolution photos (300 dpi) via a dropbox link, zipped folder, jump drive or memory card. Also, please supply keywords via email. If you are sending photos taken by your cell phone, first save the photos to your computer. Then, zip the photos and send the photos via a dropbox link or email.
Keywords Before we can upload photos into Photoshelter, we need keywords. Please provide keywords when you originally submit the photo request. Keyword suggestions include school name, department name, event name, degree program and name of person (if the photo features a person). You don t need to include the event date or the event location. Photos for Sale Let us know if you want your event photos to be placed on the public side of Photoshelter for anyone to purchase prints. Some examples of public events include pinning ceremonies and commencement. Since September 2017, we have made significant changes to Photoshelter. We are still working on streamlining the process and improving the organization of Samford s photos. If you have any suggestions, please share them with Stephanie at stephanie.douglas@samford.edu. Marketing Photos Marketing photos are taken for promotional purposes and are to be used by Samford employees for those purposes. Please do not distribute digital files of marketing photos to students. You can provide a hard copy photo of marketing photos to alumni and donors as a stewardship gesture. All faculty, staff and students who take official headshots can receive a digital copy of their photo. If you have any questions, contact Laine at lrwillia@samford.edu. For marketing photo shoot requests, Creative Services is happy to help art direct these shoots. After you submit the photo request at samford.edu/departments/marketing/photography, please contact Laine at lrwillia@samford.edu to set up a meeting to discuss a shot list and potential days/times. Please add appropriate time for planning and taking these photo shoots. Samford s community is welcoming and respectful of all people. Photography should include multiple disciplines and represent a diversity of people. 6