BRANDBOOK BELMONT UNIVERSITY

BEING BELMONT: Managing the Belmont Brand A E R A C U O Y D L U O H G WHY S N I D N A R OUT B B A ? BRANDING IS: • the face, voice and personality of your business • by definition, your brand is the distinctive name identifying your product, but beyond your name, it’s the associations that people make when they think about you BEING BELMONT is a comprehensive guide which describes the branding standards for Belmont University This manual is intended to guide all communications in delivering a single, recognizable and concise brand for the university and to ensure quality and consistency of all projects Members of the Belmont community are responsible for the guidelines set in this book TABLE of CONTENTS Being Belmont Tagline and Statements Logo Treatment and Guidelines 11 Athletics 12 Typefaces 13 Colors 14 The Web 16 Advertising TAGLINE AND STATEMENTS From Here to Anywhere The tag line is available although it is not required to be used on all print material It is suggested that the tag line be used on all television and radio copy Mission Statement Belmont University is a student-centered Christian community providing an academically challenging education that empowers men and women of diverse backgrounds to engage and transform the world with disciplined intelligence, compassion, courage and faith Vision Statement To be a leader among teaching universities, bringing together the best liberal arts and professional education in a Christian community of learning and service Boiler Plate Ranked No in the Regional Universities South category and named for the fourth consecutive year as one of the top “Up-and-Comer” universities by U.S News & World Report, Belmont University consists of approximately 6,400 students who come from every state and 25 countries Committed to being a leader among teaching universities, Belmont brings together the best of liberal arts and professional education in a Christian community of learning and service The university’s purpose is to help students explore their passions and develop their talents to meet the world’s needs With more than 75 areas of study, 20 master’s programs and four doctoral degrees, there is no limit to the ways Belmont University can expand an individual’s horizon For more information, visit www.belmont.edu LOGO TREATMENT AND GUIDELINES Every communication from Belmont University to the public affects the image and reputation of the institution Commercials, Web pages, business cards, newsletters and note cards are the face of Belmont to many people Belmont’s visual identity has a dual purpose To our external constituents, it reflects our character, strength, traditions and values Internally, it creates a sense of pride and commitment to our common mission and purpose The Belmont University logo signifies the university’s endorsement and should be used as the official identifier The logo, which consists of a horizontal (preferred) and a vertical version, should be used on all materials used for representation of the programs, departments, centers, offices and agencies of the university All materials that are used off-campus MUST include the BU tower logo The logo consists of the image and the text as one entity and MAY NOT BE manipulated or separated in any way LOGO COLOR The logo may ONLY be reproduced in blue (PMS 281) or black The logo may also be reversed out in white from 100% of the background color UNACCEPTABLE LOGO TREATMENT DO NOT PLACE LOGO ON BUSY BACKGROUND DO NOT REMOVE ELEMENTS OR USE ELEMENTS INDEPENDENTLY DO NOT CHANGE COLORS GO ! S N I BRU DO NOT OVERLAP WITH OTHER GRAPHICS DO NOT USE 2-COLOR LOGO DO NOT STRETCH OR ALTER PROPORTIONS DO NOT SCREEN DO NOT ADD DROP SHADOW OR EFFECTS LOGO PLACEMENT AND SIZE The logo should be clearly and prominently displayed on all visual communications Preferred placement of the logo is at least a 25 inch from the edge of a page, gutter, border, graphic or text The minimum size of the logo is inch wide In situations where a smaller logo is required, contact the Office of University Marketing & Special Initiatives for design options HOW TO OBTAIN LOGOS Print-ready and Web versions of the Belmont University logo are available in various digital formats from the Office of University Marketing & Special Initiatives Web site at www.belmont.edu/umsi USE OF THE BELMONT UNIVERSITY SEAL AND EMBLEM The Belmont University seal indicates an official sanction by the university, while the Belmont University logo represents the institution’s image The seal does not provide the visual recognition offered by the logo and should not be used interchangeably with the logo The seal should not be used in daily communications nor altered in any way The seal is pictured below Use of the university seal is restricted to the following: • Communications from the Office of the President, the Board of Trustees and executive officers of the university for special communications and events • Formal documents including commencement programs, diplomas, transcripts, certificates and contracts • Other official documents or historical university materials PUBLICATIONS All printed pieces, including brochures, postcards, newsletters, banners, etc., must be produced according to the university’s standards To ensure proper usage of the logo, please follow these guidelines: • Always reduce or enlarge the logo proportionally • Do not use the logo as part of a sentence • Do not use photocopies of the logo for camera-ready art If an outside source is being used for design purposes, please provide these guidelines to that company or individual All design must be approved by the Office of University Marketing & Special Initiatives prior to production LETTERHEAD All university offices and departments must use the official printed letterhead for all off-campus correspondence Letterhead should not be photocopied for distribution Letters should be composed in Palatino, Garamond or other similar serif font, 10- or 12-point type, single-spaced All text should be left justified with margins at least 1.5 inches on top and bottom For shorter letters, please adjust margins accordingly for a pleasing visual appearance University letterhead is printed on a 70-lb white sheet with the logo in blue (PMS 281) Order forms are available under “helpful stuff” at www.belmont.edu/umsi Office of the President 1900 Belmont Boulevard Nashville, TN 37212-3757 phone 615-460-6793 fax 615-460-5555 1900 Belmont Boulevard Nashville, TN 37212-3757 Office of The President Envelopes www.belmont.edu The Belmont University envelope comes in a standard No 10 size for all business correspondence The logo and return address are printed in blue (PMS 281) on a 70-lb white paper The university return address for standard mail is 1900 Belmont Blvd., Nashville, TN 37212-3757 Order forms are available under “helpful stuff” at www.belmont.edu/umsi For questions regarding other U.S Postal regulations, including addressing and endorsements, contact the University Mail Center at 460-6636 BUSINESS CARDS Belmont University business cards are printed in blue (PMS 281) on an 80-lb white cardstock Business cards are imprinted with the employee’s name, title, dept./office or school/college, the university address, phone and fax numbers and e-mail address Order forms are available under “helpful stuff” at www.belmont.edu/umsi 1900 Belmont Boulevard Nashville, TN 37212-3757 phone fax email 615-460-6000 615-460-6001 john.smith@belmont.edu John Smith Professor School of Religion 1900 Belmont Boulevard Nashville, TN 37212-3757 www.belmont.edu NOTE CARDS A Belmont University A-6 size note card and matching envelope are printed in blue (PMS 281) on an 80-lb white cardstock Order forms are available under “helpful stuff” at www.belmont.edu/umsi 1900 Belmont Boulevard Nashville, TN 37212-3757 www.belmont.edu Office of The President SIGNATURE The following logo and address formats should be used as a standard return address on mailing materials or for closure to a non-mailing piece 1900 Belmont Boulevard Nashville, TN 37212-3757 1900 Belmont Boulevard Nashville, TN 37212-3757 WWW.BELMONT.EDU 1900 Belmont Boulevard Nashville, TN 37212-3757 1900 Belmont Boulevard Nashville, TN 37212-3757 WWW.BELMONT.EDU 1900 Belmont Boulevard Nashville, TN 37212-3757 615.460.6401 WWW.BELMONT.EDU DEPARTMENT LOGOS Besides the BU tower logo, all schools, colleges, departments, centers, etc., will have their area-specific name set above the words Belmont University These logos will be supplied by the Office of University Marketing & Special Initiatives These logos are important to use to keep the consistency and look of the Belmont logo No other specific logo may be used These logos must follow the same criteria and standards as the main Belmont logo UNACCEPTABLE DEPARTMENT LOGO TREATMENTS Department of Social Work TECHNOLOGY LEARNING CENTER technology learning center DO NOT SHOW SCHOOL OR COLLEGE NAME IN WRONG FONT DO NOT SHOW SCHOOL OR COLLEGE NAME IN WRONG LOCATION OTHER UNIVERSITY APPROVED MARKS The Graduate School of Business at Belmont University is titled The Jack C Massey Graduate School of Business Due to the existing brand equity of the “Massey School,” the logo below was developed The Massey logo must always follow the format of the main university logo and contain the words Belmont University Special events that occur on campus (art exhibits, Christmas at Belmont, etc.) are allowed to have unique, individualized marks However, it is required that the Belmont tower logo still be placed on all such materials Because of the importance of such events on campus and to the community, it is vital that these special events identify themselves and Belmont University clearly and need to be approved by the Office of University Marketing & Special Initiatives before production ATHLETICS USE OF THE BELMONT ATHLETICS LOGOS The Belmont Athletics suite of logos and official marks, as shown below, signify the Department of Athletics endorsement and should be
used as the official identifiers These logos and marks are licensed by Strategic Marketing Affiliates (SMA) and should be used on all materials used for representation of the individual programs and departments recognized by the Director of Athletics Any requests for logo variations (i.e camp use, community service projects, etc.) must be approved by the Office of University Marketing & Special Initiatives The round bear Bruin head logo, shown here, is the only athletic logo that may be used internally by University staff to promote special events and other on-campus initiatives Items created for this purpose may not be made available for sale Use of this logo must be at the request of official university staff representatives and must be approved by the Office of University Marketing and Special Initiatives Belmont Sports Clubs may utilize the round bear Bruin head logo and/or the Belmont wordmark on their Club uniforms, which may not be made available for sale The name of the Sports Club may be listed beneath the Belmont wordmark utilizing the Franklin gothic font in all caps (shown here) The use of these marks must be in keeping with brand book guidelines Only a vendor approved by the Office of University Marketing and Special Initiatives should be used Belmont Sports Clubs or other organizations may not utilize or manipulate Belmont’s athletic marks in any other way In addition, all materials created to identify Sports Clubs, including Club uniforms, must clearly state the word “club” as an identifier of the type of organization These Sports Clubs may use the words “Belmont University” and “Bruin” and are encouraged to utilize Belmont’s official colors and typefaces COLORS The logo may be reproduced in full color, blue (PMS 281), red (PMS 186), black or white ATHLETICS TYPEFACE The Belmont Athletics logo typeface is Franklin Gothic The logo was designed with flexibility in mind The word “Bruins,” located directly beneath the graphic, can be changed to reflect a sport specific logo using the Franklin Gothic font in all caps However, the proportion of the logo should be maintained at all times Franklin Gothic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 10 TYPEFACES With thousands of typefaces available, Belmont uses two faces to represent itself: Adobe Garamond and Trade Gothic By limiting ourselves to these two typefaces, we add an element of consistency throughout all materials and thus build the Belmont brand They should be used for all materials that are promoting the university in the public There are times when additional typefaces are needed for special promotions, events and programs Typefaces that are chosen for these exceptions should be consistent with Belmont’s brand Any additional typeface needs prior approval from the Office of University Marketing & Special Initiatives In some cases, fonts may vary when used as a design element These will be approved by the Office of University Marketing & Special Initiatives prior to production Adobe Garamond Italic Adobe Garamond Semibold Adobe Garamond Semibold Italic Adobe Garamond Bold Adobe Garamond Bold Italic Adobe Garamond Small Caps Adobe Garamond Bold Small Caps 11 Trade Gothic Condensed 18 Trade Gothic Condensed 18 Oblique Trade Gothic Light Trade Gothic Light Oblique Trade Gothic Medium Trade Gothic Oblique Trade Gothic Bold Trade Gothic Bold Oblique COLORS PRIMARY COLOR PALETTE The primary colors for Belmont are PMS 281 and PMS 186 The main tower logo will always be in 281, black or white 281 PMS 281 CMYK: 100, 72, 0, 32 RGB: 0, 36, 105 Web Safe: 002469 186 PMS 186 CMYK: 0, 100, 81, RGB: 207, 20, 43 Web Safe: C9262D SECONDARY COLOR PALETTE The colors in the secondary color palette are to be used as a guide when choosing colors for Belmont’s marketing, advertising and Web projects Colors that clearly represent other area universities should not be used without prior approval of the Office of University Marketing & Special Initiatives Examples of colors that should NOT be used are orange, purple or a combination of black and gold 384 PMS 384 CMYK: 26, 4, 99, 35 RGB: 148, 147, Web Safe: 949300 542 186 281 12 PMS 542 CMYK: 60, 19, 1, RGB: 123, 175, 212 Web Safe: 7BAFD4 THE WEB The Office of University Marketing & Special Initiatives chooses colors and design for the Web site to appeal to prospective students Because of this, the design and colors for all aspects of the Web site should reflect or complement the university’s admissions literature Web color translations B  elmont Blue - 002469 Belmont Red - C9262D Web typeface Arial Web logo Policies to address the use of off-campus or unofficial Belmont Web sites: U  nofficial Belmont sites are defined as Web sites related to Belmont University but hosted off campus (not on www.belmont.edu, campus.belmont.edu or bic.belmont.edu) B  elmont restricts the unsanctioned use of the Belmont University name or logo on unofficial Belmont sites Any use of the Belmont University logo and name on off-campus sites must be cleared by the Belmont University Web Team B  elmont requires administrative rights to all off-campus sites affiliated with Belmont University These include sites prominently using the Belmont University name or logo – or sites using the name Belmont (referring to Belmont University) in the URL This means that Belmont should be the administrator of record with the outside agency hosting the site B  elmont restricts the unsanctioned use of links to unofficial sites from BU pages – all links from the Belmont University (www.belmont.edu) site should be reviewed and approved by the Web Team U  RLs on www.belmont.edu will be set up with a forward slash (/) after the Belmont homepage unless otherwise specified (for example www.belmont.edu/art) Requests for alternate URLs can be made to the Web Team B  elmont organizations engaging in significant outside advertising may request a specialized URL (for example massey.belmont.edu) and advertising landing page The URL and landing page will be set up by the Office of University Marketing and Special Initiatives and Information Technology Requests for a separate landing page can be made by emailing marketing@belmont.edu 13 BELMONT UNIVERSITY 1900 Belmont Boulevard Nashville, TN 37212-3757 615.460.6400 WWW.BELMONT.EDU From Here to Anywhere 14 ... with Belmont University These include sites prominently using the Belmont University name or logo – or sites using the name Belmont (referring to Belmont University) in the URL This means that Belmont. .. unsanctioned use of the Belmont University name or logo on unofficial Belmont sites Any use of the Belmont University logo and name on off-campus sites must be cleared by the Belmont University Web Team... of University Marketing & Special Initiatives Web site at www .belmont. edu/umsi USE OF THE BELMONT UNIVERSITY SEAL AND EMBLEM The Belmont University seal indicates an official sanction by the university,