Brand Standards Guide - Austin Peay State University
Brand Standards GuideAustin Peay State University / Brand Standards Guide
ContentsBrand PositionBrand Standards1.01.0IntroductionWhy a Visual Identity System2.0 Glossary of Terms2.0 Glossary of Terms3.0 Trademark Protection3.0 Trademark Protection4.0 Approval Requirements4.0 Approval Requirements5.05.05. 15.25.35.45.55.65.75.85.95.105. 1 15. 1 25.13LogoSelecting LogosWordmark Vertical Full ColorWordmark Vertical One ColorWordmark Horizontal Full ColorWordmark Horizontal One ColorLettermarkUniversity SealUniversity Rope SealUnit IdentitySpacing Around Logos & Minimum SizeSubunit AlignmentMilitary VersionBe A Gov! LogoBe A Gov! Campaign Samples6.0 Fonts6.0 Fonts7.0 Color Palette7.0 Color Palette7. 1 Color Palette Examples8.0 Violations8.0 Common Misuses of Logos& Wordmarks9.09.09. 19.2StationeryBusiness CardsLetterhead & Envelopes9” by 12” Envelope10.010.010. 110.2Digital MediaEmail SignatureEmail/Landing Page MarketingPowerPoint1.01.11.21.31.42.0 Logo2.0 Leading Through Excellence Logoand Combination Logo11.0 Other Applications11.0 Name Tags12.012.012. 112.212.3SignageCampus Outdoor and DirectionalInterior/Office HoursTemporary SignageWall and Interior Graphics13.0 Vehicles13.0 Vehicles13. 1 Vehicles: PromotionalBrand CampaignFoundationEthosRationaleTactics3.03.03. 13.23.33.43.53.6MarketingOut-of-Home AdvertisingSmall BrochuresFlyers/PostcardsPowerPointCollege FairsBrochuresAdvertising4.0 Color Palette4.0 Color Palette5.0 Contact Information5.0 Contact Information14.0 Apparel14.0 Apparel15.0 Contact Information15.0 QuestionsAustin Peay State University / Brand Standards Guide
Introduction1.0IntroductionAs part of our team at Austin Peay State University, you’re ina position to help bring our story to the world.And what a story it is. As you know, our mission is all aboutempowering students to be 21st-century leaders. And we dothat by providing a learning experience founded upon qualityand challenging academics, collaboration among uniqueindividuals, innovating new ways to solve serious problems,approaching life with a global perspective and always comingtogether in spirit to celebrate who we are.Why A Visual Identity SystemThis guide is meant to provide some direction to employeesand affiliated partners on how to effectively and consistentlyconvey Austin Peay’s story through the appropriate use ofmessaging, design, photography and logo. Remember, nomatter how extraordinary our story is, if we aren’t disciplined,focused and consistent with how we tell it, it’ll be hard tobreak through to our intended audiences.You can download the most current version of this guide atAPSU.edu/identity. The complete guide, or individualsections, should be printed in color.Austin Peay State University / Brand Standards Guide
Glossary of Terms2.0Glossary of TermsThis glossary is meant to offer clarity on various marketingterms you might encounter, so that the entire APSU teamwill have a consistent understanding of strategic and tacticalconcepts.Body Copy – Body copy refers to content that appears as arunning narrative on the pages of print publications or digital/electronic communications such as web pages or emails.Body copy often follows a headline or subheadline.Brand – The persona created through the use of logos,symbols, colors, images, writing, typography, music and voicethat represents the University.Brand Identity – Brand identity refers to the overarchingperception various audiences hold when thinking about APSU.Brand Messaging – Brand messaging is the strategic andtactical approach to writing headlines, subheads, body copyand photo captions.Brand Voice – Brand voice refers to the overall tone of theeditorial and the personality it is meant to convey.Color Palette – A limited set of colors that is repetitively andconsistently used in design for a range of media.Core Values – The core values are those key attributes thatcharacterize the APSU learning experience and should beconsistently reinforced through brand messaging and design.Headlines – Headlines are the main messaging tactic usedas standalones on billboards and preceding body copy inpublications, web pages and emails.Lettermark – An element of a graphic identity used when alength name needs to be reduced to an acronym. It is mostoften times used in place of an an abstract symbol.Logo – The graphic symbol or design that represents theUniversity in a single visual.Marketing Assets – Marketing assets refers to the varioustools on file to be used in marketing initiatives, such asphotographs, logos and interviews with students, faculty andalumni to be used as profiles.Subheadline – Subheadlines, or subheads, are typically 5-7words, reinforce a topic area that’s initially conveyed by aheadline and are used to set up a block of body copy orbulleted list so readers can scan a page and quickly see whattopics are being written about.Tagline – The tagline is the University’s main messaging pointand often appears along with the APSU wordmark.Unit Identifier – The graphic symbol or design that representsboth the University and a department or office of theUniversity.Visual Identity – Visual identity refers to the overarchingvisual feel presented by photography style, color palette anddesign elements.Wordmark – A specific typographic arrangement of wordsor letters used in part to represent a spelled out name oracronym for the University or its departments and functions.Austin Peay State University / Brand Standards Guide
Trademark Protection3.0Trademark ProtectionAll University marks are federally registered. The marks withinthis guide are the copyrighted and trademarked property ofAustin Peay State University. No part or whole of the marksmay be reproduced by any means or in any form whatsoeverwithout express written permission from the University.To request permission, contact the Austin Peay StateUniversity Public Relations and Marketing Office by email atlogoapproval@apsu.edu or by phone at 931-221-7459.Austin Peay State University / Brand Standards Guide
Approval Requirements4.0Approval RequirementsWhen communicating about APSU, we need to be on thesame page and disciplined about where, how and to whomwe’re promoting the University. That’s why all marketinginitiatives must receive neccessary approvals before they areimplemented.To submit an item for approval, visit the University’s Print &Creative site at is information can also be found on the following pages ofthe APSU website:apsu.edu/policy/7s advancement and communications/Reference: 7:001 Publications and Promotional Materials 7:010 Branding PolicyAustin Peay State University / Brand Standards Guide
Logo5.0Selecting LogosAustin Pray’s logos and wordmarks were created in a numberof ways, to work with maximum effectiveness across a widevariety of purposes and applications. The specific executionand medium being used will help determine which versionof the logo to use. Refer to the following pages for the mostappropriate logo for your use.Logos can be downloaded from apsu.edu/identity. Contact the Austin Peay StateUniversity Office of Public Relations andMarketing Office by email at logoapproval@apsu.edu or by phone at 931-221-7459 foradditional help.Austin Peay State University / Brand Standards Guide
Logo5.1Vertical Full ColorUse this version of the logo when thespace is more vertical than horizontal orwhen its centered orientation is the mostappropriate for its application.Full color on white or light backgroundsFull color on red backgroundsFull color on black backgroundsAustin Peay State University / Brand Standards Guide
Logo5.2Vertical One ColorUse this version of the logo when thespace is more vertical than horizontal orwhen its centered orientation is the mostappropriate for its application.Use when only one color of ink is available.One color on white or light backgroundsWhite on black backgroundsReverse or white on red backgroundsOne color on black backgroundsAustin Peay State University / Brand Standards Guide
Logo5.3Horizontal Full ColorUse this version of the logo when thespace is horizontal or when its flush leftalignment is the most appropriate for itsapplication.Full color on white or light backgroundsReverse or white on red backgroundsOne color on black backgroundsAustin Peay State University / Brand Standards Guide
Logo5.4Horizontal One ColorUse this version of the logo when thespace is horizontal or when its flush leftalignment is the most appropriate for itsapplication.Use when only one color of ink is available.One color on white or light backgroundsReverse or white on red backgroundsOne color on black backgroundsOne color on black backgroundsAustin Peay State University / Brand Standards Guide
Logo5.5LettermarkThis version of the logo can be usedwhen the full version of the logo is notnecessary. AP can stand on its own whenused on internal communication, oncampus or when in proximity to otherlogos and APSU-branded materials.One color on white or light backgroundsWhite on black backgroundsReverse or white on red backgroundsOne color on black backgroundsAustin Peay State University / Brand Standards Guide
Logo5.6University SealThe University seal is usedpredominantly on official documentssuch as certificates, awards anddiplomas. If foil-stamped orembossed, silver or gold foil isallowed.N P E AY STTYIENIVERE USSEISTOne color on white or light backgroundsATAL OF AUFull color on white or light backgrounds1927THOne color on white or light backgroundsOne color on black or dark backgroundsAustin Peay State University / Brand Standards Guide
Logo5.7University Rope SealThe University rope seal is usedpredominantly on official documentssuch as certificates, awards anddiplomas. If foil-stamped orembossed, silver or gold foil isallowed.This alternative version can be usedwhen a more traditional and ornatelook is desired.Full color on white or light backgroundsOne color on white or light backgroundsOne color on white or light backgroundsOne color on black or dark backgroundsAustin Peay State University / Brand Standards Guide
Standard Wordmark with Unit IdentityUN IT IDE NT ITYU N IT IDE NTITYIDE NT ITYAcademic AffairsUnit IdentityAcademic Affairsordmark with Unit Identityof departmentor officename and print placement determine best options.AcademicStandard LengthWordmarkwith UnitIdentityU NUITIDENTNTITYN ITIDEITYAcademic Affairsc AffairsStandard Wordmark with Unit IdentityStandard Wordmark with Unit IdentityStandard Wordmark with Unit IdentityAcademic AffairsAcademic AffairsfairsAcademicAffairsAffairsAcademicAffairs with Unit IdentityAbbreviatedWordmarkmic AffairsAcademic AffairsAbbreviated Wordmark with Unit IdentityAbbreviated Wordmark with Unit IdentityAbbreviated Wordmark with Unit IdentityAcademicAcademicAffairsAffairsAcademic AffairsAbbreviated Wordmark with Unit IdentityAcademicAbbreviated Wordmark with Unit IdentityAcademic AffairsAffairsAcademicAffairsLogo with Unit Identity – Use for smallAcademicAffairsobjects only (pens, pencils,jewelry,etc.).Academic AffairsAcademic AffairsAcademic AffairsLogo with Unit Identity — preferred for small objects (pens, pencils, jewelry, eLogo with Unit Identity — preferred for small objects (pens, pencils, jewelry, etc.)Academic AffairsAcademic AcademicAffairs AffairsAcademic rsAcademicAffairsUnit Identity – Use for small objects only (pens, pencils, jewelry, etc.). Line is optional.icAcademicAffairsAcademic AffairsAcademicAffairsAcademicAcademicAcademic AAffairsAcademicAffairsAbbreviated WordmarkwithUnit IdentityAffairsAcademic AffairsAcademicAcademic AffairsAcademic AffairsAcademic AffairsAcademicAffairsAcademicAffairsAbbreviated Wordmark with Unit mark with Unit IdentityStandard Wordmark with Unit IdentityStandard Wordmark with Unit IdentityAffairsAcademic AffairsAcademic AffairsffairsLogo5.8Academic AffairsUwithN ITUnitIDENTITYStandard emicAcademic AffairsAffairsAcademic AffairsAcademicAcademic icAcademicAffairsAffairsLogo with Unit Identity – Use for small objects only (pens, pencils, jeLogo with Unit Identity – Use for small objects only (pens, pencils, jewAcademicAffairsAcademicAffairsAcademic AffairsAustin Peay State University / Brand rsAcademicAffairsLogo with Unit Identity – Use for small objects only (pens, pencils, jewelry, etc.). Line is optional.
To maximize impact, a minimum amount of freespace should be maintained around the logo.Free space refersto the absenceof any imagery,F R EE SPAC E AND MINIMUMREPRODUCTIONgraphics, folds, text or other elements that mayinterfere with the impact of the logo.Logo5.9Spacing Around LogoTo maximize impact, a minimum amount of freeTo maximize impact, a minimum amount of free space should be maintainedspace should be maintained around the logo.around the logo. Free space refers to the absence of any imagery, graphics,Free space refers to the absence of any imagery,folds,text orotherelementsmay interferewith the impact of the logo.graphics,folds,textor otherthatelementsthat mayinterfere with the impact of the logo.Free space should be the same heightas the AP mark as shown above.Free space should be the same heightas the AP mark as shown above.1” WIDEMinimum SizeThe logo should be reproduced no smaller than 1 inch wide.1” WIDE1” WIDEThe logo should be reproduced no smallerthan 1 inch wide.10Austin Peay State University / Brand Standards Guide1”WIDEAUSTIN PEAY STATE UNIVERSITY - OFFICIAL LOGOS AND TRADEMARKS - USAGE AND STYLE GUIDE
PROPROPOPORTRTIOIONNSSLogoPRO PO RT IO N SSubunit AlignmentHorizontal Rectangular VersionUnit identity should not exceed thewidth of “Austin Peay.” Short unitnames should be right justified.5.10HORIZONTALHORIZONTAL RECTANGULARRECTANGULAR VERSIONVERSIONUnitidentyshouldUnit identy should notnot exceedexceed thethe widthwidth ofof “Austin“Austin nitnamesshouldberightjustified.Short unit names should be right justified.Unit identy should not exceed the width of “Austin Peay”.Short unit names should be right justified.AcademicAcademic AffairsAffairsAcademic AffairsAcademicAcademic AffairsAffairsAcademic AffairsHORIZONTALHORIZONTAL STACKEDSTACKED VERSIONVERSIONUnitUnit identityidentity capcap heightheight shouldshould notnot exceedexceed xx heightheight ofof “Austin“Austin Peay”Peay” andand widthwidth shouldshould .exceed the width of the entire wordmark. Short unit names should be right justified.Unit identity cap height should not exceed x height of “Austin Peay” and width should notexceed the width of the entire wordmark. Short unit names should be right justified.Horizontal Stacked VersionXAcademicAcademic AffairsAffairsXXUnit identity cap height should notexceed X height of “Austin Peay,” andwidth should not exceed the widthof the entire wordmark. Short unitnames should be right justified.Academic Affairs XAcademicAcademic AffairsAffairsAcademic AffairsVERTICALVERTICAL VERSIONVERSIONUnitUnit identityidentity shouldshould notnot exceedexceed thethe widthwidth ofof “Austin“Austin Peay”Peay” andand thethe identityidentity capcap heightheight shouldshouldVERTICALVERSIONnotnot exceedexceed thethe xx heightheight ofof “Austin“Austin Peay”.Peay”. UnitUnit namesnames shouldshould bebe centered.centered.Unit identity should not exceed the width of “Austin Peay” and the identity cap height shouldnot exceed the x height of “Austin Peay”. Unit names should be centered.Vertical VersionUnit identity should not exceedthe width of “Austin Peay,” and theidentity cap height shouldnot exceed the X height of “AustinPeay.” Unit names should becentered.XAcademicAcademic AffairsAffairsXAcademicAcademic AffairsAffairsAcademic AffairsAcademic IDE11AUSTIN PEAY STATE UNIVERSITY - OFFICIAL LOGOS AND TRADEMARKS - USAGE AND STYLE GUIDEAustin Peay State University / Brand Standards Guide
Logo5.11Military VersionConsidering APSU’s longstanding relationship with the military and FortCampbell, it’s important we celebrate this with an official camouflageversion of the logo. This offers an additional option for students, faculty andstaff, while also reinforcing the importance of this relationship.AP-Camo.epsAP-CamoReverse.epsThis version was created forplacement over Austin Peay’scamouflage pattern. (Note:Most camouflage patterns arecopyright protected.)Austin Peay camouflage patternAustin Peay State University / Brand Standards Guide
Be A Gov! Logo5.12Be A Gov! LogoThe “Be A Gov!” campaign wasdeveloped as a specific message andcall to action that is used primarily intraditional recruitment efforts by theadmissions and enrollment managementareas.This messaging ethos is defined by ourposition statement, “Leading ThroughExcellence,” which defines what itmeans to “Be A Gov!” through the useof our multifaceted advertising effortsthat focus on the terms, Lead, Leader orLeading Through Excellence.C A MPA I G N LOG O V E RT I C A L - F u l l Co l o rFor information on our “LeadingThrough Excellence” position statementand campaign efforts, please refer tothe “Brand Position” section.Samples of usage for “Be A Gov!”campaigns are provided on thefollowing pages.FULL COLOR on white or light backgroundsFULL COLOR on red backgroundsFULL COLOR on gray backgroundsFULL COLOR on black or dark backgroundsC AMPAIGN LOGO V E R TIC AL - Full ColorFor more information and logodownloads, visit apsu.edu/identity.FULL COLOR on white or light backgroundsFULL COLOR on red backgroundsBe A Gov! logos3AUSTIN PEAY STATE UNIVERSITY - CAMPAIGN DESIGN STANDARDS - USAGE AND STYLE GUIDEAustin Peay State University / Brand Standards Guide
Be A Gov! Campaign5.13Be A Gov! Campaign SamplesBE A GOV!Dear Gov,Congratulations on your recent scholarship acceptance.We are excited to have you at Austin Peay in the fall. Inthe meantime, take a look around your future homeat Austin Peay.apsu.edu/virtual-tour!DUAL ENROLLMENTapsu.edu/govnowapsu.eduADMISSIONS(800) 844-APSUadmissions@apsu.edu@APSU ADMISSIONSAustin Peay State University does not discriminate on the basis of race, color, religion, creed, national origin, sex, sexual orientation,gender identity/expression, disability, age, status as a protected veteran, genetic information, or any other legally protected class withrespect to all employment, programs and activities sponsored by APSU. http://www.apsu.edu/policy. Policy 6:003AdvertisementPostcardAcceptance LetterBE A GOV!BE A GOV!PAIDWhere you go to college will impact the rest of your life. Discover the career-building, life-changingopportunities available to you at APSU during your campus visit or AP Day.Clarksville, TN 37040Permit No. 388It’s MORE than a tour.the start of a itOrganizationU.S. PostageBrochure CoversASSOCIATE DEGREESENGINEERING TECHNOLOGYLIBERAL ARTSMANAGEMENT ON ARTSCOMPUTER INFORMATION SYSTEMSCOMPUTER INFORMATIONTECHNOLOGYCOMPUTER SCIENCECRIMINAL JUSTICEENGINEERING PHYSICSENGINEERING TECHNOLOGYENGLISHFINANCEFOREIGN LANGUAGESSchedule a VisitExplore our beautiful campus and ask the questions that are on your mind during a campus visit.Choose from weekday or weekend appointments – and be sure to request an academic appointmentwith a representative from your field of interest!apsu.edu/APdayAustin Peay State University does not discriminate on the basis of race, color, religion, creed, national origin, sex, sexual orientation, gender identity/expression, disability, age,status as a prote
Brand Standards Brand Position . Brand – The persona created through the use of logos, symbols, colors, images, writing, typography, music and voice that represents the University. Brand Identity – Brand identity refers to the overarching . pe
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The ESL Institute Intensive English Program . The Austin Peay State University English as a Second (ESL) Institute's non-credit intensive English language program was created in 1998. The mission of the ESL Institute is to serve international students and community members by offering a diversified, high-quality English language program for
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