Branding Guide - Texarkana College

Identity
&
Standards
INTRODUCTION
The Texarkana College brand exists to unite all
If you have questions about standards or need
internal and external college communications with
original logo materials, contact:
one single identity. Maintaining consistency in all of
the college’s visual communications will present a
Traci Pitman, graphic designer
strong, united front to the community, our
Design & Creative Services
stakeholders, and current and potential students.
903-823-3238
traci.pitman@texarkanacollege.edu
The Identity & Standards guide may not address
every possible use of the Texarkana College identity,
though it does contain examples. Please contact
Design & Creative Services if this guide does not
meet your individual needs.
Texarkana College retains all ownership rights
associated with the images shown in this publication.
This expressly includes the determination of the
appropriateness of all usages, such as how and
where these images are reproduced and displayed.
The standards described herein must be followed
when reproducing college materials, no matter where
the materials are produced or the source of funding.
LOGOT YPE FAMILY
These are the primary logotypes for Texarkana
Each mark has its own specific applicable usage and
College:
should only be used when appropriate. This guide
will outline the varying usages for each logotype and
• Academic Mark
• Official Seal
• Mascot Mark
Academic Mark
present adaptations that fit a variety of formats.
LOGOT YPE FAMILY
Official Seal
Mascot Mark
THE ACADEMIC MARK
The primary element of identification for Texarkana
College is the TC academic mark. The academic
mark uses elements pulled from the college’s wellknown official seal, often combined with the Texarkana College wordmark.
Several configurations are available to fit a variety of
needs and applications, as illustrated on the following pages.
The specific visual relationship of the letterforms of
the logotype are fixed and may not be altered in any
way. The TC initials are custom drawn and may not
be replicated. The wordmark is written in Adobe
Garamond Pro with custom tracking set at 90. The
text color is PMS 2965.
The area immediately surrounding the logo is to be
considered a part of the design. An area equal to the
height of the letter A (as used in the word Texarkana)
is designated as “sterile area,” where no graphics or
design elements of any kind should be placed. This
is illustrated to the right.
Designated clear space
THE ACADEMIC MARK | VARIATIONS
The horizontal stacked version
of the logo, including one of two
taglines, may be used for any
academic or marketing purposes
in lieu of the vertically-oriented
version. The two acceptable
taglines are:
• More than a college; we’re a
community.
• A great place to start...
Or start over.
The extreme horizontal version is
also an acceptable use. This version may be used with or without
either tagline.
THE ACADEMIC MARK | DEPARTMENTS
To ensure that all departments and divisions on
Instead, each department may affix its name to
campus maintain a unified visual identity, individual
either of the following logotypes in the appropriate
departmental logos will not be permitted.
font.
Office of Information Technology
Office of Information Technology
The above examples show the proper variation for the Office of Information
Technology. This model will be applied to all departments, divisions and areas
on campus.
THE ACADEMIC MARK | COLOR USAGE
The approved colors, PMS 2965
and PMS 430, are an integral part
of the Texarkana College brand.
PMS 430
The logo consists of both of these
colors as shown to the right.
The acceptable CMYK and RGB
equivalents are:
PMS 2965
PMS 2965
PMS 430
C = 100
C=5
M = 38
M=0
Y=0
Y=0
K = 64
K = 45
R=0
R = 148
G = 58
G = 156
B = 99
B = 161
The following page depicts color
variations that are acceptable if
the approved colors on a white
background cannot be used.
THE ACADEMIC MARK | COLOR USAGE
Approved colors on a white or
light-colored background
Black ink only for use on a white
White only for use on a dark
or light-colored background
colored, textured or photographic
background
THE ACADEMIC MARK | USAGE DON’TS
About the
College
Never use the logo in any form
Do not stretch the logo in any
Do not use the complete
on a textured or photographic
direction without maintaining its
logotype as a background,
background that renders the
original proportions.
background pattern or watermark of any kind.
logo unreadable.
TEXARKANA
COLLEGE
TEXARKANA
COLLEGE
TEXARKANA
COLLEGE
Never substitute any fonts for
Do not bold or italicize the acceptable fonts when using them as part of
the accepted fonts outlined in
the logotype.
this guide.
THE OFFICIAL SEAL
The following are the acceptable color variations of the official seal.
Full-color
One color – PMS 287
100% black
at 100% only
The seal of Texarkana College was designed by
The seal is reserved for official college uses only.
former instructor Richmond White. Encircling the star
Some examples of acceptable uses are:
of Texas is the live oak branch symbolizing strength
and the laurel branch representing honor and peace.
• Letterhead for the President’s office,
The year of 1927 is written above the star of Texas
• Diplomas and certificates
to represent the year that Texarkana College was
• Plaques and other engravings
established.
• Official college attire and apparel
The specific visual relationship of the letterforms of
For all other correspondence, marketing, design, ap-
the logotype are fixed and may not be altered in any
parel, etc., the Academic Mark is to be used.
way. The seal may never be redrawn, reconstructed
or altered in any way, nor may any other letterforms
If you are unsure whether the academic mark or
or styles be substituted. Special photographic treat-
the official seal is the right logotype for your project,
ments such as outlines, italicizing, curving and rotat-
please contact Design & Creative Services.
ing may not be used.
THE MASCOT MARK
The following are the acceptable color variations of the mascot mark:
Full-color
White for black
One color
or dark backgrounds
The mascot mark is intended for informal use by Tex-
need the correct artwork for your student organiza-
arkana College students and student organizations.
tion, please contact Design & Creative Services for
The mascot mark should not be used in general
assistance.
marketing or academic pieces as an identifying mark
of the college.
The bulldog must be used as-is and may not be
skewed proportionally. The bulldog cannot be
This is the official bulldog of Texarkana College. No
dressed in hats, clothing, glasses or any other ac-
other bulldogs may be substituted for the bulldog
cessories other than the collar that appears in the
pictured above under any circumstances. If you
logos above.
GENERAL USAGE DON’TS
The following are some examples of outdated logotypes that are no longer acceptable for use
as a part of the Texarkana College brand:
Texarkana College
A GREAT PLACE TO START OR START OVER
Please remember that no bulldogs other than the mascot mark featured in this guide are acceptable
for use in any materials created for or advertising Texarkana College.
T YPOGRAPHY & COLOR FAMILY
ADOBE GARAMOND PRO REGULAR
ABCDEFGHIJKLMNOP
QRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
HELVETICA NEUE LIGHT
ABCDEFGHIJKLMNOP
QRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
HELVETICA NEUE LIGHT ITALIC
ABCDEFGHIJKLMNOP
QRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
HELVETICA NEUE CONDENSED BOLD
ABCDEFGHIJKLMNOP
QRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
FUTURA
ABCDEFGHIJKLMNOP
QRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
FUTURA BOLD
ABCDEFGHIJKLMNOP
QRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
1234567890
Typography is a basic graphic element for good visual communications.
The Texarkana College typographic style will provide an element of
identification that works in tandem with the college logotypes outlined in
this guide. The coordinated and consistent use of typography will help
establish and maintain a graphic “look” for all of the college’s internal
and external communications.
Adobe Garamond Pro Regular
Adobe Garamond Pro Regular is a steadfast serif font. Based on roman
types created by 16th century type designer Claude Garamond, along
with Robert Granjon’s skillful italic type designs, Adobe Garamond Pro
was added to the Texarkana College branding identity in Summer 2011.
Adobe Garamond Pro Regular–never the bold version–is featured in
the college academic and spirit marks. This font is preferred for formal
communications and presentations where the elegance of a serif font
is required. It may be used as body text in some instances. It is often
used as a headline in all caps with a tracking of 90.
Helvetica Neue
The Helvetica font family was developed in 1957 by the Haas type
foundry, a Swiss sans-serif typeface. This ubiquitous font was chosen
to represent Texarkana College because of its highly readable neutrality
and clarity.
Texarkana College regularly uses three variations. Helvetica Neue Light
and Light Italic (when necessary) are used in conjunction for most general text usages. Condensed Bold is sometimes used as headline or in
applications where the text needs a heavier weight. Condensed Bold is
sometimes used in all caps for headlines. Helvetica Neue LT STD and
its variations are also acceptable.
Futura
Released in 1927, Futura is a classic modern geometric font with
foundations in the Bauhaus design philosophy. It eliminates all nonessential elements, using basic geometric proportions with no serifs or
frills. Futura’s crisp, clean forms reflect the appearance of efficiency and
forwardness even today.
Texarkana College regularly uses Futura and its variations in interior
and exterior signs, print materials, presentations, and other graphic
displays.
Stationery & Presentations
Either Adobe Garamond Pro or Helvetica Neue Light may be used in
conjunction with college stationery, business cards, forms and presentations. Similar fonts may be used when these fonts are not available.
T YPOGRAPHY & COLOR FAMILY
PANTONE 287
PANTONE 2965
PANTONE 430
Texarkana College Primary Colors
Pantone 287, Pantone 2965 and Pantone 430 are the primary colors to use for college publications.
PANTONE 186
PANTONE 390
PANTONE 476
PANTONE 631
PANTONE 716
Texarkana College Secondary Colors
Five secondary colors have been chosen to complement and accent Texarkana College’s traditional blue and
grey. These colors allow for a wider range of possibilities when creating publicity and marketing materials.
EXTENSION CAMPUSES
Separate identities and branding have been developed for Texarkana College’s extension campuses prior to
this branding and identity initiative. These campuses will continue to maintain their own identities as pictured
below.
STATIONERY
Letterhead
Texarkana College has one standard letterhead that is to be used by all departments on campus, with the
exception of the Office of the President. Each department, division or employee may personalize the letter by
including their title and/or the name of their division in the signature portion of the letter as necessary.
August 2, 2011
Addressee
Street Address
City, State 55555
Dear Recipient,
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam euismod mauris sapien, nec imperdiet
justo. Vivamus fringilla luctus aliquet. Aenean lacinia vestibulum nulla, in ornare purus vulputate
eget. In nisl risus, pharetra vel faucibus bibendum, elementum pulvinar dui. Quisque et neque
vel ipsum placerat faucibus. Duis eu erat nisi. Integer nec suscipit enim. Ut euismod urna in arcu
vulputate et mattis nibh pharetra. Duis bibendum, mi vel porta aliquet, erat elit pharetra ipsum,
ac scelerisque nulla lorem condimentum magna. Morbi sapien urna, molestie sit amet convallis in,
sagittis non ante. Aliquam erat volutpat. Nullam non felis velit, non pulvinar velit. Etiam ut libero at
lorem varius faucibus. Cras et mi id libero rutrum sodales. Duis fermentum dolor vel metus mattis
sodales. Mauris consectetur augue eu purus ornare bibendum sollicitudin in dui. Cras eu lacus enim,
non euismod risus. Etiam velit ligula, dignissim sed tempor sit amet, bibendum non odio. Donec eu
ligula ante.
Curabitur id ante orci. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere
cubilia Curae; Quisque augue sapien, pulvinar id semper sit amet, aliquet luctus nulla. Maecenas
fringilla felis nec ante tincidunt id posuere tortor luctus. Mauris a nulla tellus. Curabitur eu egestas
felis. Duis tristique hendrerit sem, ac tincidunt ipsum sodales non. Donec imperdiet mauris enim, ac
suscipit tortor. Suspendisse tempor felis nec nulla suscipit in malesuada nisl tincidunt. Pellentesque
auctor, neque non condimentum mattis, nisi felis tincidunt quam, ac scelerisque nulla nisl vitae elit.
Donec euismod lacinia urna, a gravida nisl placerat in. Proin congue metus sollicitudin ipsum ultricies eget tempor enim dapibus. Etiam condimentum rhoncus augue, a blandit urna egestas et.
Sincerely,
Traci Pitman
Design & Creative Services
2500 North Robison Road | Texarkana, Texas 75599 | 903-838-5565 | TexarkanaCollege.edu
STATIONERY
Envelopes
Texarkana College has one standard envelope design. Envelopes are not customized for each individual
department or entity other than the Office of the President.
TEXARKANA
COLLEGE
2500 North Robison Road
Texarkana, Texas 75599
Business Cards
Texarkana College has one standard business card design that is customized for each employee or faculty
member.
To request business card artwork customized to meet your needs, please email
traci.pitman@texarkanacollege.edu
Traci Pitman
Design & Creative Services
903-832-5565 ext. 3238
traci.pitman@texarkanacollege.edu
2500 North Robison Road
Texarkana, TX 75599
www.texarkanacollege.edu
steven.trout@texarkanacollege.edu
ABOUT DESIGN & CREATIVE SERVICES
Design & Creative Services exists to ensure that all
Academic divisions and departments may not create
materials bearing the Texarkana College name ac-
their own logos. All uses of the Texarkana College
curately represent the college’s brand and identity to
logo must adhere to the Identity & Standards Guide.
employees, students and the public.
Until 2011, the Texarkana College Official Seal was
The function of Design & Creative Services is to
used as the primary logo for the college. To stay on
present a united and professional front in all of our
par with the best practices of other colleges and
communications. For that reason, we discourage
universities, the academic mark replaced the seal in
the use of most clipart; fonts not associated with
most instances. The seal is meant to be a mark of
our brand; emoticons; multiple exclamation points
formality and will have more weight when it is only
or other punctuation marks; excessive underlining,
used for formal documents (like diplomas) or for for-
bolding or italicizing of text; and any other design
mal communications sent directly from the president
practices not approved by Design & Creative Servic-
of the college. Please contact Design & Creative
es. Any signs, placards or handouts in administrative
Services if you intend to use the seal on a document.
offices or going out to a large portion of the student
body must adhere to the guidelines represented in
If you have questions about standards or need origi-
this manual. Design & Creative Services takes or out-
nal logo materials, contact:
sources photography work to represent the College
in an official capacity and is responsible for choosing
Traci Pitman, graphic designer
photographs that provide color, clarity, a sense of
Design & Creative Services
community, and an accurate portrayal of student life
903-823-3238
at the College.
traci.pitman@texarkanacollege.edu
Organizations created and run by students may be
responsible for their own materials, but must not
misuse the official symbols of the college. For example, a student-run club may use the mascot mark
(bulldog) in its communications, but must use the
approved bulldog.