V - Clayton.edu

v.01BRAND STANDARDS

BRAND BASICSYOUR BRAND IS WHATOTHER PEOPLE SAYABOUT YOU WHENYOU’RE NOT IN THEROOM.– JEFF BEZOSWHY DO WE NEED BRAND STANDARDS?A BRAND IS A PROMISE.A GOOD BRANDIS A PROMISE KEPT.– MUHTAR KENTClayton State University’s visual identity standards have beenestablished to help all members of the university become brandambassadors, representing the school consistently in all mediumsand to all audiences.Our brand communicates what we stand for as a university.Ensuring our brand is consistent with it’s messaging and visualmaterials protects the university’s reputation, image and identity.HOW YOU LOOK HOW YOU SPEAK HOW YOU ACT YOUR PERSONALBRAND.A strong brand will connect emotionally with its audience, becredible and create loyalty. Building a strong brand enablesthe university to advance itself in student recruitment, facultyrecruitment, fundraising, alumni participation and partnerships.– ANONYMOUSYOUR BRAND IS THESINGLE MOST IMPORTANTINVESTMENT YOU CANMAKE IN YOUR BUSINESS.Every member of the Clayton State community is a steward ofthe brand.– STEVE FORBESYOU CREATE ACREDIBLE BRAND BYSTAYING TRUETO WHO YOU ARE.– HIL ARY SAWCHUK2

CLAY TON STATE VALUESCLAYTON STATE UNIVERSITY IS A PLACETHAT EMPOWERS PEOPLE IN A LOT OFDIFFERENT WAYS.Students are empowered academically by a faculty that’s trulycommitted to their success, as well as a curriculum that offersthem engaged, experiential preparation to achieve their dreams.And we’re all empowered and inspired by our inclusive, diverseand supportive community.The people at Clayton State bring such a rich diversity ofbackgrounds, perspectives and goals—it shapes who we are asan institution and makes the work that goes into achieving ourgoals a much more fulfilling experience.1

CLAY TON STATE VALUESBRAND PILLARSAN EMPOWERINGEXPERIENCEAN INCLUSIVEDIVERSITYAN ENGAGED,EXPERIENTIALPREPARATIONA SUPPORTIVECOMMUNITYClayton State University isa place of empowerment. most cases, people limit theInmeaning of diversity to race andethnicity. That’s clearly not thecase at Clayton State University.Here, diversity goes much deeper.At Clayton State University, theexperience is about more than simplyinforming students and equippingthem with the skills to succeed.All one needs to do is walkthe halls and the campus atClayton State University and thesense of community, of supportand of student-centeredness isimpossible to miss.Students—from all walks oflife and from a wide rangeof backgrounds—know theycan experiences and receivean excellent education, developrelevant skills and positionthemselves for impressiveprofessional achievements.Academic reputation is among thetop reasons students choose toattend Clayton State University.It’s about an engaging, dynamiclearning experience and preparationthat truly challenges students todevelop the habits of mind and depthof understanding in their field ofinterest, and how their knowledgeconnects to real-world problemsoutside of the classroom.At Clayton State, it is the verydiversity of the people, theinterests, and the goals that bringthe community together and giveeveryone a feeling of inclusion.It is interwoven throughouteverything—the classes, theactivities, the dozens ofmulti-cultural clubs and events,the atmosphere across campus.2

THE UNIVERSIT Y NAMEClayton State UniversityCLAYTON STATE UNIVERSITYHicae culloris moluptatus.Fugiaspiet derum vellaboratiatur sim is es desClayton State Universityaspis ipitium dicientus,quidis es repedia pellia nosiminum il iliaspiti aceatectursum am res de conieundebis eium apisquos sumautesenturis id et untur?CORRECTThe entire name should be used in all references to the university.Clayton State may be used as a secondary reference when the fullname has been used preceding it. Avoid using “CSU” except in situations where space is an issue for text. Avoid splitting the “Clayton State University” or hyphenating the universityname onto two lines in body copy whenever possible.Hicae culloris moluptatus.Fugiaspiet derum vellaboratiatur sim is es desconie aceatectur ClaytonState University aspisipitium dicientus, quidis esrepedia pellia nos iminumil iliaspiti sum am res deundebis eium apisquos sumautesenturis id et untur?AVOID SPLITTING THE UNIVERSITY’S NAMEON TO TWO LINES WHENEVER POSSIBLE3Hicae culloris moluptatus.Fugiaspiet derum vellabo tursim is es des conie aceatectures Clayton State University aspis ipitium dicientus,quidis es repedia pellia nosiminum il iliaspiti sum amres de undebis eium apisquos sum autesenturis id etuntur?DO NOT BREAK/HYPHENATE THEUNIVERSITY NAME

OFFICIAL MARKSClayton State University has three official marks—the Clayton State Universitylogo, university seal and athletic logo package.The logo may be widely-used by the Clayton State community, while theuniversity seal and athletic logos are available for more selective use.Who owns the university’s logos?They are the property of the Board of Regents of the University System of Georgiaand are registered trademarks. The Board of Regents sets guidelines for how themarks can be used and requires that individual institutions assume responsibilityfor monitoring and protecting such usage.These guidelines apply to anyone who might use a Clayton State Universityidentity mark: faculty, staff, students, departments, internal and externalorganizations, printers, businesses and vendors.Authorization for appropriate and accurate use of Clayton State’s identity marksis essential to comply with Board of Regents policy (7.11.8 Trademarks) as well asto positively promoting the university.IMPORTANT – Logos are not to be altered in any way. This includes changesin color, shape and dimension. The official university logos are legally protectedtrademarks appearing on official communications (online and print), partnershipsand sponsorships. Failure to abide by these strict guidelines may result in theneed to reproduce materials at the cost of the unit or department who createdsuch materials. The Office of Marketing and Communications must approve anyuses of the logo.4

THE UNIVERSIT Y LOGOThe logo is the standardized graphic representation of theClayton State University name.RipplesGeorgia Clay Pantone 165The rings represent the ripples on the lakes on our campus andalso resemble a ‘C’ for Clayton.The public should always see the logo in the same style, characterand colors. If the logo is altered, the brand becomes diluted, and thatreflects poorly on Clayton State’s reputation.Times New RomanLaker Blue Pantone 288 The logo must appear on all publications (either the front or back cover),websites, and other visual communications developed for Clayton Stateexternal audiences by any administrative or academic unit of the universityexcept intercollegiate athletics. The logo is not to be used on the same page with the officialuniversity seal. The logo is for use only by the faculty and staff of the institution.Requests for any other usage of the logo must be formally submittedto the Office of Marketing and Communications. The logo may be used on giveaway promotional items such asT-shirts, mugs, key chains, etc. with prior written approval fromOffice of Marketing and Communications.5

THE UNIVERSIT Y LOGOCLEAR SPACEThe clear space that surrounds the logo can be as important asthe logo itself. No graphic, text or other logos should be placedany closer than the space that is equivalent to the height of the“C” in the logo.Clear space eliminates visual clutter that might impede legibilityand effectiveness. In some instances, supporting photographycan be placed behind the logo, but only in the ways shown inthis guide (see page 10).1.25 in.31.75 mm7p6MINIMUM SIZETo make sure the logo is clear and legible, there is a minimumsize requirement. The minimum size for typical offset and digitalprinting is 1.25 inches wide by 0.325 inch tall. Other productionmethods such as silkscreen or embroidery may require largerminimum sizes.6

THE UNIVERSIT Y LOGOPRIMARY LOGOThe primary logo consists of two colors. The logo should be used in fullcolor whenever possible. PMS 288 (blue) and PMS 165 (orange) or bluecmyk (100.92.26.14) and orange cmyk (0.74.100.0).SECONDARY LOGOThe secondary logo consists of PMS 165 (orange) and White.This variation of the logo should be used with a PMS 288 (blue)background.ONE-COLOR LOGO VERSIONSWhen size or ink limitations dictate, a one-color logo version can beused. The one color variations are limited to black or PMS 288 (blue).The logo may also be reversed out white on color but sufficient contrastand legibility must be maintained. Any exceptions to these stipulations, such as special embroideryapplications, will need to be provided by the Office of Marketing andCommunications. Do not attempt to adjust or rearrange the logo. The logo may be foil stamped (silver or gold) or embossed.7

THE UNIVERSIT Y LOGOWHAT NOT TO DODistortedDo not stretch the logo.Scale the logo proportionally.Drop Shadows and GlowsShadows, glows, and 3Deffects are not allowed.Low ResolutionIn digital applications be sureto use provided art with sufficientresolution. Do not usepixel-based images for print.ReflectionDo not use any kind ofreflection effect.While it is not possible to demonstrate all the ways a logo can beincorrectly used, shown here are some common abuses that shouldbe avoided. To preserve the integrity of the logo, the logo artwork and positioningmust not be altered. o not use any portion of the logo on its own (for example,Donly the ripples). Do not tint or screen the logo. Do not lock up the logo with any other logo or name.(see page 10; college/department lock-ups) Many applications, such as Microsoft PowerPoint or Word,often do not constrain proportions when scaling by default.Consequently artwork such as logos can often be inadvertentlydistorted. Take special care to ensure this is avoided.CLAYTON STATEUNIVERSITYColor on Color or Dark PhotographyDo not place the logo on busy backgroundsor unapproved color.Reconstructed WordmarkReconstructed LogoDo not try recreatingDo not try recreatingthe wordmark yourself.theyourself.Getlogothe realfile.Request the correct file.Altered ColorsDo not alter the colorof the logo.8

THE UNIVERSIT Y LOGOON PHOTOGRAPHYThe logo can be used on top of supporting photography as long as clearlegibility of the logo is maintained.APPROPRIATE USEINAPPROPRIATE USEAPPROPRIATE USEINAPPROPRIATE USE Ensure the logo is on a low-contrast (non-busy) part of the image. Ensure the logo stands out from the background photograph.9

THE UNIVERSIT Y LOGOCOLLEGE/DEPARTMENT LOCK-UPSThe Clayton State University lock-up system enables each collegeand unit to connect its name with the university logo to provide aconsistent form of unit identification that is immediately recognizableas Clayton State University. LOCK-UP RATIOLOCK-UP EXAMPLES10Departments and schools should not develop logos or graphic artrepresentations that will compete with the official university logo. Theofficial university logo with the department name below is the onlyapproved format.

THE UNIVERSIT Y WORDMARKThe Clayton State University wordmark exists separate from the university logofor situations when the university logo’s readability and clarity are in question.The Clayton State wordmark is used on most digital applications for this reason.The wordmark has a stacked version and a horizontal version.Clayton State University WordmarkSTACKED The wordmark is not to be used on the same page with the officialuniversity seal. The wordmark is not to be used on the same page with the officialuniversity logo.Clayton State University WordmarkHORIZONTAL11