drake brand standards guide fall 2016

Transcription

ETHOS
DRAKE
B R A N D S TA N DA R D S G U I D E
FA L L 2 0 1 6
Drake Brand Standards Guide | Fall 2016
1
INTRO FROM THE PRESIDENT
Dear Bulldog,
Each of us tells the Drake story every day in our own way. The unique perspectives we
bring to the Drake experience are a crucial part of delivering on our promise of providing
an exceptional learning environment. However, to tell our story most effectively we must
communicate using a common language. While we all bring our own voices, we need to
speak together in service to the University. We are all different, but we are all Bulldogs.
The standards within this guide will help you tell the Drake story in a way that is consistent
with our mission and values. The brand tools are grounded in stakeholder research,
analyses of our competitors’ communications efforts, and the insights of our University
Communications staff and external branding partners. As with any campus-wide initiative,
the approach to creating a Drake brand has been comprehensive and strategic. The result
will position us as a unified institution dedicated to our mission and the unique value we
bring to our students, alumni, donors, and employees.
You are among our most valued ambassadors of the Drake story and brand. When you
share our story using the tools in this guide, you are in a powerful position to reinforce the
image and reputation we have all worked hard to create and maintain.
Sincerely,
Marty Martin
Drake University President
2
ETHOS
Table
of Contents
Message From Our President
6. Drake Mission
8. Brand Positioning
11. Brand Character
19. Brand Identity
26. Editorial Guidelines
28. Execution
3
ETHOS
The Bulldog
is that rare
individual who
embodies
stability, vigor,
and strength as
well as a keen
intellect.
4
INTRO WELCOME
Welcome
You’re in a powerful position. As a key member of the Drake University family,
you share in the opportunity to bring our story to the world.
The Drake story and brand is deeply rooted in passion for the acquisition of
knowledge and the possibilities it opens to the bright young minds we groom to
be our leaders of tomorrow. It is evident in our people, our places, our purpose—
and in our communications.
This isn’t a rule book. It’s not about grammar. Think of this as a guide for how to
effectively and consistently express your pride in Drake; a set of guardrails, so to
speak, that will carry our story to the masses. When you convey a consistent,
institution-wide brand standard, people will always know exactly what Drake
stands for.
We know you have the talent and creativity for the job. So take these cues
on design, photography, and messaging, and tell our story.
You are a Bulldog.
5
INTRO MISSION
Drake’s mission is to provide an exceptional learning
environment that prepares students for meaningful
personal lives, professional accomplishments, and
responsible global citizenship. The Drake experience is
distinguished by collaborative learning among students,
faculty, and staff and by the integration of the liberal arts
and sciences with professional preparation.
Our mission as brand foundation
The Drake mission—it’s why we’re here. It’s what we aspire to, what drives
us to succeed, what guides our every action and decision on a day-to-day
basis. If defines us. This is the foundation for the Drake brand. It underlies the
passion and pride in our hearts, the way we welcome others into our pack,
and the devotion we show to that pack for life. The Bulldog character shines
through in any field or endeavor, cause, or competition where a Bulldog
is present. Every strength point we make must connect to our brand and
mission and be core to our institution, our pack, our turf.
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INTRO BRAND COMPONENTS
Branding is managing the impressions of an organization with the goal of influencing
audience perceptions and attitudes. The Drake brand consists of three components:
Positioning: The benefits of a Drake education that set our pack apart
Brand Character: The spirit, the personality of the brand
Identity Platform: The visual cues that identify communications as uniquely Drake
These three elements are all interrelated and, integrated together, enable us to tell the Drake
story in a compelling, consistent, and cohesive way. They apply across all communication
channels, from social media and the web to brochures and banners.
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ETHOS
Brand Positioning
8
BRAND POSITIONING STATEMENT
Our positioning statement is our differentiated customer benefit, what
distinguishes Drake from other universities and colleges. The positioning
statement was crafted with the University’s strengths and the values and
perceptions of our stakeholders in mind.
POSITIONING STATEMENT
EXTERNAL EXPRESSION/ELEVATOR SPEECH
Drake University is a right-sized higher education
institution in Des Moines, Iowa, combining
academic rigor; holistic, empowered learning;
and diverse forms of engagement to produce
meaningful outcomes.
Drake University provides an intimate, personable
experience in Des Moines, Iowa, combining the
toughest academic standards, passion, and
professional determination to groom the leaders of
tomorrow, encouraging students to explore multiple
interests to become well-rounded individuals.
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BRAND POSITIONING PILLARS
The main ideas—Drake’s differentiators—represented in the positioning
statement are what we call the University’s brand pillars. The following brand
pillars are written in the voice of our brand, as if communicating to external
audiences about who Drake is and what we stand for. Any references to
“you” within the messaging are referring to our external audiences and
prospects, their parents, friends of the college, and in some cases alumni.
Drake’s story rests firmly on the strength of our key brand pillars. These pillars
represent our highest principles, deepest commitments, and greatest achievements.
They are the utmost values that are core to our institution. These pillars should
provide the foundation for how we talk about Drake, from the individuals and units
that make up the University to the institution as a whole.
Pillar 1
Pillar 2
Pillar 3
Pillar 4
Strong Academic Reputation
“Bulldog Strong”
Intimate and Personal
“Passion With Prestige”
Professional Determination
“Groomed to Lead”
Tailored Experience
“Every Dog Has Its Say”
A combination of strong intellect,
a strong sense of curiosity, and a
strong character—that’s Bulldog
Strong. It’s about being tough but
also fiercely loyal—professors
encouraging students to deliver only
their best, students supporting each
other to make it happen. The result
is national recognition as one of the
finest institutions of higher learning
in the Midwest. A product of drive,
fearlessness, and enduring strength.
Our reputation for excellence would not
To be a Bulldog, you have to earn it. Drake
be possible without a supportive campus
students must be willing to meet the
and the Greater Des Moines community.
toughest academic standards, be as adept
Strong relationships—between professor
at “doing” as they are at thinking, and
and student, undergrad and alumnus, staff welcome professional challenges both
and faculty—extend beyond graduation
inside and outside the classroom. No one
and the boundaries of campus, and are
is born a leader, but Bulldogs know how
characterized by mentorship, collaboration, to become one.
and respect for the individual. The Bulldog
POSITIONING: meaningful outcomes
pack instills the confidence to stride with
purpose out into the world and make the
future better for all of us.
academic rigor;
meaningful outcomes; holistic,
empowered learning
POSITIONING:
POSITIONING:
right-sized; engagement;
Bulldogs must bring unquenchable
curiosity and a desire to explore their
environment. Delve into multiple
interests, consider several majors,
discover different student groups, and
develop out-of-classroom experiences.
Your years at Drake are what you
make of them. Never back down from
a challenge here, and you’ll have
acquired the tenacity you need for
a winning future.
POSITIONING: engagement; holistic,
empowered learning
Des Moines
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ETHOS
Brand
Character
11
BRAND CHARACTER EXPRESSION
Our brand expression is the narrative that captures the essential
character of the brand in an emotional, persuasive, and definitive manner.
Do you have to be born a Bulldog? Or can you earn it? Does passion and pride live in the bloodline? Or in the heart?
A Drake Bulldog’s traits are those of leadership, courage, and determination. Bulldogs walk proudly, stand firm,
and never back down from a challenge. Their heritage isn’t simply passed down. You have to want it. Reach for it.
Be willing to meet the toughest academic standards. Then, and only then, the Drake Bulldog prestige is achieved,
bestowed, and widely respected. It doesn’t come easy. But it is within the grasp of anyone who is willing to work hard
for it and become one of the pack. And anyone who becomes part of our pack, remains part of our pack. FOREVER.
No matter where they go or what they do, this place will always be a Bulldog’s home turf. Welcoming them home
from their journeys. Theirs to love. Theirs to protect. Drake Bulldogs.
11 2
2
BRAND CHARACTER TRAITS
Strong
Our character is the DNA that shapes and forms
our distinctive brand identity—the personality
traits shared by Bulldogs everywhere.
These traits must always have a presence in
communication efforts, although not necessarily
verbatim. When telling Drake’s story, whether in a
brochure, on the web, in person, or in other ways,
consider the personality trait(s) that best describe
your program, idea, or point of view and showcase
that personality in your communication.
The traits are best expressed by our students,
staff, faculty, and alumni because these are
the very people who embody and portray the
characteristics to the right.
Determined
Loyal
Leader
Passion
Respected
Proud
Courageous
Ambitious
Friendly
Intimate
Intellectual
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BRAND CHARACTER TONE AND VOICE
TONE The persona you want to convey to the world
In all communications, visual and verbal, Drake
Bulldogs should appear confident, not cocky.
Friendly, not pushy. Intellectual as well as active.
A Drake Bulldog’s traits include stability, vigor, strength
of mind and body, determination, and courage in all
endeavors they may undertake.
Most importantly, a Drake Bulldog never swaggers.
They stride with purpose.
Admission—Sophomore piece
Annual Fund—President’s Circle solicit
Alumni—Bulldog Book
Smart, motivated, ready to change the
world. You’re determined to succeed—
but eager to leap for the occasional
Frisbee. Us, too!
As a member of the President’s Circle—
The Drake Fund’s leadership-level giving
society—your Bulldog spirit is on display.
Every day, every year, you give of your
time, talents, and resources, enabling
Drake to elevate its academic rankings,
attract top scholars, and educate bright,
young leaders with strong character.
VOICE How you express that persona in communications
So come meet the pack, and see if the
Bulldog life is for you—explore campus,
enjoy good food, and get to know
students and professors. It’s the very
best way to figure out if Drake is your
perfect fit.
Congratulations! You were
courageous, determined, and
never backed down, and your
hard work paid off: You’ve earned
the prestigious distinction of a
Drake degree.
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BRAND CHARACTER VOICE
Our brand voice is our external voice. It's essential to consistently
present the tone that reflects the attitude and personality of our
brand authentically and persuasively.
The Bulldog is that rare class that embodies stability, vigor, and
strength as well as a keen intellect.
Determined and courageous, Bulldogs routinely excel in all areas
of endeavor, from the sciences to the humanities and arts.
While beloved as a leader, the Bulldog is also fun-loving,
welcoming, and incredibly well-rounded.
This Is the Bulldog.
ONE VOICE, MANY BULLDOGS
When we use Bulldog in language, or the traits associated with the Bulldog,
we are interchangeably referring to our undergrad students, grad students,
alumni, faculty, staff, and live mascot.
UNDERGRAD
STUDENTS
GRAD
STUDENTS
ALUMNI
FACULTY
STAFF
LIVE MASCOT
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BRAND CHARACTER MOOD BOARD
The mood board shows how the brand character and pillars are
represented visually. It conveys our brand elements and communicates
our expression and tone through photography and typography.
Lifestyle images are editorial in nature, offering an in-the-moment
spirit and a sense of place that is quintessentially Drake: community,
connections, and campus beauty highlighted by magical lighting.
Portrait images visually depict our brand character attributes. They
capture the Drake spirit as seen in each person: students, alumni,
faculty, and staff. Portraits should be authentic, approachable, and
unposed and convey our inherent work hard-play hard character.
The Bulldog is that
rare individual who embodies
stability, drive, and strength as
well as a keen intellect.
Leading the Pack
Intelligent, tenacious,
courageous, and loyal,
a Bulldog’s traits aren’t
simply passed down.
The
Enduring
Bulldog
Spirit
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BRAND CHARACTER AUDIENCE MESSAGING
The Brand Matrix should serve as a reference tool so that we are clear on
what the thrust of our brand message should be to individual audiences.
For example, while we know what our brand pillars are and that they
appeal to a broad range of audiences, we also know that different proof
points and language appeal to parents versus prospective students.
This matrix offers the types of messages that will be more important
to various audiences utilizing the Professional Determination pillar.
PROSPECTIVE STUDENTS
ALUMNI
Excited for the future and ready to see what the world has to offer
Using their Drake education to create the life they desire
You dream big, work hard, and are fearless in your pursuits.
You stride with purpose into the world.
You meet challenges with a fierce passion to succeed.
Determination is your middle name.
The future is yours for the taking: You are a Bulldog,
groomed to lead.
You are confident, not cocky; respected, not feared.
CURRENT STUDENTS
Discovering themselves, setting a path for the future
You stride with purpose into the world.
The future is yours for the taking: You are a Bulldog,
groomed to lead.
Being a Bulldog is hard work—but you’re earning it every
day (and having some fun along the way).
PARENTS
Proud and concerned for their students’ futures
You’ve instilled the traits of a Bulldog, ready to lead
and embrace the future.
Your encouragement and toughness has gotten them
this far—now, they become Bulldogs.
FACULTY/STAFF
The torchbearers, preparing students for the “real world”
You are grooming the leaders of tomorrow.
Every day, you challenge, encourage, lead—You are a Bulldog.
You lead the pack, not through fear, but through guidance
and mentorship.
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BRAND CHARACTER LITMUS TEST
When creating a communication piece, you must define your audience
and objective—what you want the audience to do, think, or feel. These
elements drive everything about the piece, including language choice
and voice. For example, a purely informational piece meant for internal
consumption might be light on brand character, while the brand character
would be more heavy-handed in a piece meant to inspire and persuade.
CHARACTER LITMUS TEST
Subtle
Heavy
Audience: Faculty, staff, students,
some external, e.g., media
Audience: Alumni, donors,
community, some internal
Audience: Prospective students,
parents, alumni, some internal
Informational
Events
Video/Photography
Limited text
Social
External Print
PR
PR
Web
Web
Objective: Establish and
Maintain Momentum
Objective: Drive Interest
and Engagement
Social
Events
Objective: This Is Who We Are
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BRAND CHARACTER HOW WE TELL OUR STORY
It is important to tell our brand story on inspirational, aspirational, and
informational levels in order to connect with our audiences emotionally
as well as communicate the facts, figures, and proof points our
different audiences care about. Each level does not have to be equally
represented—again, you must go back to the objective and intended
audience of the piece to determine how much of each should be present.
GENERAL
SPECIFIC
LOGIC
EMOTION
Inspiration: ”The Why”
Aspiration: ”The How”
Information: “The What”
MISSION
POSITIONING/PILLARS
PROOF POINTS
At this point on the continuum, your
objective is most likely to drive
awareness and interest among your
audience about Drake, to explain who
we are. Emotion—brand character—
should be the main focus of the piece.
The ideas within Drake’s mission should
be strongly represented.
Here, the audience is most likely aware
of and interested in your subject matter.
Now, you want to drive consideration
and some sort of preliminary action (the
“trial” phase). An equal mix of emotion
and information is needed at this point—
this is where you rely on the positioning
statement and brand pillars to relay how
we do what we do.
Your audience knows about Drake; now
you want them to take action: Attend your
event, apply to Drake, decide on a major,
etc. Here’s where emotion take a back
seat, and logic—the facts—is the most
crucial element of the story you’re telling.
19
ETHOS
Brand Identity
20
BRAND IDENTITY INTRO
The brand identity defines how communications from Drake should look.
These standards for logo usage, typography, design elements, color palette,
and photography treatment visually distinguish the University and provide
creative cohesion.
21
BRAND IDENTITY LOGO GUIDELINES
The primary brand mark is the Drake University logo.
We are a branded house, not a house of brands;
Drake is who we are and how we should identify
as a community.
CLEAR SPACE
CLEAR SPACE
To maintain the integrity of the logo, do not crowd it with other visual elements. Keep
a minimum of clear space around the logo. This minimum is equal to the size of the
"e" in the logo at the farthest edges of the logo.
LOGO COLOR
DO
DON'T
The Drake logo can be Drake Blue, black, or white. It should not be produced in any
other color or in tints of approved colors.
FIELD COLOR
The Drake logo can sit upon any color as long as there is a high contrast between the
field color and the logo color. The logo can also sit on photography but close attention
should be paid to ensure high contrast and readability.
MERCHANDISE
When placing the mark on merchandise, the Drake logo with the registration mark
should be used.
OTHER LOGO NOS
There should never be a drop shadow behind the logo. In addition, do not use the
mark as outlines only or outlines with an interior color. The logo is not to be angled
in any way. And, finally, keep the entire logo intact. Elements of the logo cannot be
separated, and other elements should not be added to it. The logo should not be
used any smaller than 15 percent of its actual size for readability.
THE DRAKE SEAL
The Drake seal can be used by the President's office only.
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BRAND IDENTITY TYPOGRAPHY
Iowan Old Style and Whitney are the
two typefaces used in the system.
These typefaces are licensed to
University Communications—and
vendors—for use.
Cambria and Calibri are typefaces
widely available on both the Macintosh
and the PC platforms and can be used
by anyone who does not have access to
the licensed fonts to establish a similar
look and feel.
IOWAN OLD STYLE (ROMAN)
WHITNEY (LIGHT)
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmnopqrst
uvwxyz 1234567890
1234567890 !?”]@#&$*
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
uvwxyz 1234567890
1234567890 !?”]@#&$*
Iowan Italic
Iowan Bold / Bold Italic
Iowan Black / Black Italic
iowan small caps / small caps bold
Whitney Light / Italic / small caps
Whitney Book / Italic / small caps
Whitney Medium / Italic / small caps
Whitney Semibold / Italic / small caps
Whitney Bold / Italic / small caps
Whitney Black / Italic / small caps
CAMBRIA (REGULAR)
CALIBRI (REGULAR)
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
uvwxyz 1234567890
!?:;”]}@#&$*‡%
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
uvwxyz 1234567890
!?:;”]}@#&$*‡%
Cambria Italic
Cambria Bold / Bold Italic
Calibri Italic
Cambria Bold / Bold Italic
23
BRAND IDENTITY COLOR PALETTE
Color is one of the primary components
of the communication system.
A triad of complementary colors distinguishes the individual
units, which are at the same time unified by a liberal
application of Drake blue. All colors are Pantone Matching
System colors.
When communication is generated by the institution and not
a particular unit or department, any color in the entire palette
can be used—again, along with a strong application of Drake
blue. Every effort should be made to ensure unit color palettes
aren’t duplicated in University communications.
Drake Blue (PMS 294)
and White and Cool Gray 5
are primary school colors.
Cool Gray 1–11 also
applicable as tones
of Cool Gray 5
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BRAND IDENTITY COLOR PALETTE
DRAKE BLUE
Pantone 294C
c100/m58/y0/k21
r0/g25/b120
Web Safe #003366
College of Arts & Sciences
School of Education
College of Business &
Public Administration
School of Journalism and
Mass Communication
Pantone 299
c86/m8/y0/k0
r0/g161/b222
Web Safe #0099ff
Pantone 477
c25/m75/y73/k68
r93/g53/b38
Web Safe #660000
Pantone 4515
c0/m9/y50/k24
r0/g161/b222
Web Safe #bbaa77
Pantone 631
c73/m0/y11/k0
r60/g182/b206
Web Safe #33cccc
Pantone 032C
c0/m90/y60/k0
r237/g41/b57
Web Safe #ff3333
Pantone 1525
c1/m75/y100/k8
r197/g76/b0
Web Safe #cc3300
Pantone 426
c91/m74/y51/k93
r25/g29/b31
Web Safe #333333
Pantone 7477
c85/m29/y21/k63
r34/g80/b95
Web Safe #005555
Pantone 151
c0/m55/y100/k0
r255/g121/b0
Web Safe #ff6600
Pantone 290
c24/m1/y1/k0
r194/g222/b234
Web Safe #99ccff
Pantone 2727
c75/m40/y0/k0
r61/g126/b219
Web Safe #6699ee
Pantone 151
c0/m55/y100/k0
r255/g121/b0
Web Safe #ff6600
College of Pharmacy &
Health Sciences
Law School
Cowles Library
Athletics
Pantone 290
c24/m1/y1/k0
r194/g222/b234
Web Safe #99ccff
Pantone 2965
c100/m56/y19/k73
r0/g43/b69
Web Safe #003355
Pantone 537
c21/m9/y1/k4
r190/g201/b214
Web Safe #ddddee
White
c0/m0/y0/k0
r255/g255/b255
Web Safe #ffffff
Pantone 7495 C
c30/m4/y85/k30
r135/g150/b55
Web Safe #999900
Pantone 7421
c15/m100/y39/k69
r94/g23/b45
Web Safe #880033
Pantone 426
c91/m74/y51/k93
r25/g29/b31
Web Safe #333333
Pantone Cool Gray 5
c15/m8/y8/k22
r178/g180/b179
Web Safe #999999
Pantone 7492
c17/m1/y45/k3
r199/g210/b138
Web Safe #cccc66
Pantone 7499
c1/m2/y20/k0
r237/g232/b196
Web Safe #ffffdd
Pantone 7499
c1/m2/y20/k0
r237/g232/b196
Web Safe #ffffdd
Student
Pantone 299
c86/m8/y0/k0
r0/g161/b222
Web Safe #0099ff
Pantone 110C
c2/m24/y100/k7
r215/g169/b0
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BRAND IDENTITY DESIGN ELEMENTS
In Drake's identity platform, a grid and standard typography create
consistency among all pieces. Color, banding, images, secondary
typography, and language are the elements that create the variety,
emotion, and individuality in each piece. All platform elements or a
combination of select elements can be used when creating covers,
posters, postcards, invitations, and more.
STANDARD TYPOGRAPHY
The layout of communication materials includes consistent placement of standard
typography to communicate information. These elements include the title area, the
word/word pair, the horizon lines, and logo placement.
Title Area Here
word area
TITLE AREA
This space is used to identify who the piece is from (such as a unit name or center)
or what the piece is (such as a save the date or schedule of events). Typography in
this location will always be set in Whitney Light.
CHARACTER WORD
The character word area is used to communicate the resonant theme, spirit, or
concept driving the communication, event, or initiative. It should not be the name of
the event. This text is usually set in Whitney Black Italic but can also be set in Iowan
Italic for more formal communications. It can also be semi-transparent to lessen its
presence on the page.
LOGO
The Drake logo sits in the lower left hand corner on all materials unless otherwise
noted. The logo placement has built-in clear space. It also has a distinct size
predetermined by the size of the communication.
There are times when a communications piece requires elevating the Drake
University logo. This can be due to an audience that is unfamiliar with Drake or due
to the physical demands of the communications vehicle—such as where a table
hides the bottom of a banner. In these instances, the Drake logo may be elevated to
the top of the piece by simply lifting the last three segments to the top of the page.
BANDING AND TRANSPARENCY
The platform has a strong use of horizontal bands and layering through transparency.
26
BRAND IDENTITY PHOTOGRAPHY
Drake’s photography style is editorial, modern, and authentic.
This reflects the genuine, approachable, fun-loving spirit of Drake.
The photography should feel in-the-moment, realistic, and relatable.
STYLE:PORTRAITS
STYLE:LIFESTYLE
Portraits are shot against white seamless, and lighting is balanced
but slightly desaturated for a more modern expression.
• Optimal lighting
• Warm with blue undertone
• Iconic settings
• Unposed
• Campus beauties
• Unexpected
Subjects should be relaxed and comfortable being photographed.
• Editorial
• Lush
• In-the-moment
• Welcoming
Subjects should be directed to pose in ways that genuinely illustrate
the brand personality traits, including determined, loyal, fun-loving,
strong, intelligent, and friendly.
• Student’s point of view
Outtakes are oftentimes the best photos, as they capture the most
authentic of emotions and make subjects more approachable and real.
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BRAND IDENTITY PHOTOGRAPHY COLOR TREATMENT
COLOR TREATMENT: LIFESTYLE
1
2
Increase the depth
and presence of the
photo by increasing
the overall contrast
Push the Cyan
in the color
balance as a
nod to Drake’s
signature color
3
4
Push Yellow to add a
subtle, overall warmth
to the photo
Add an ever-soslight warming
filter for
approachability
COLOR TREATMENT: PORTRAITS
There are two ways to treat portraiture: four-color and monotone
(Drake Blue, PMS 294). Four-color is our preferred expression of portraiture,
with monotone being used sparingly.
As a general guideline, when creating a piece using a broad selection of portraiture,
consider the factors below to effectively tell the Drake story:
• Ethnicity
• Brand personality traits
• Gender
• Mix of students, staff, faculty, alumni,
and live mascot
28
BRAND IDENTITY EDITORIAL GUIDELINES
DRAKE UNIVERSITY (First reference. Drake is acceptable in following references.
Do not use DU, except in specific event titles, like Let’s DU Lunch.)
ACADEMIC DEGREES
Use an apostrophe in bachelor’s degree, master’s degree, etc., but there is no possessive
in Bachelor of Arts or Master of Science. Also: associate degree, rather than associates or
associate’s degree, and doctorate, not doctoral degree.
Terms and usage: The preferred form avoids abbreviation and instead uses a phrase. When
abbreviation of academic degrees is necessary, uppercase and use periods, e.g. Ph.D.
COURSE TITLES
Titles of specific academic courses should be capitalized. But do not capitalize general
references to courses. Course titles should not be in quotation marks.
MAJORS
Majors should not be capitalized.
TITLES
Lowercase an individual’s title except when it precedes his or her name. In text it is preferable
for the title to follow the name. Exception: Capitalize the titles of endowed positions in
academic and other professional areas when they appear after a name. In addition, precede
the named professorships and endowed positions with “the.”
e.g., Maria Valdovinos, associate professor of psychology
Catherine Staub, the Peggy Fisher and Larry Stelter Chair of Magazine Journalism
Exception: Capitalize titles if they follow the name in a tabular format
For those individuals who have multiple roles and titles, list their position as professor first.
e.g., Renae Chesnut, professor of pharmacy practice and dean, College of Pharmacy and
Health Sciences
COURTESY TITLES
In general, do not use Mr., Mrs., Miss, or Ms. before a name; however, on first reference,
use Dr. for individuals who have obtained a medical degree. University professors and
administrators who have earned a doctorate are not referred to as Dr.
DRAKE UNIVERSITY AND AFFILIATED ORGANIZATIONS
Capitalize University when using it in reference to Drake. Capitalize references to specific Drake
University boards, committees, centers, and associations.
WORD LIST
advisercocurricular
January Term or J-Term
Drake Card (not Drake ID)
Drake Curriculum
email
first-year student
health care
multicultural résumé
ALUMNI CLASS YEAR
When an alumnus is listed, the academic degree received is also listed. Undergraduate degrees
are designated first by the college and/or school from which the alumnus graduated, followed
by an apostrophe and the last two numerals of the year the degree was received. There is no
space between the college/school designation and the year.
John Doe, as’78
Class Code
AS
Arts and Sciences
BN
Business and Public Administration
DVDivinity
EDEducation
FA
Fine Arts
GR
Graduate Studies
HS
Health Sciences
JO
Journalism and Mass Communication
LA
Liberal Arts
LWLaw
PHPharmacy
Note: The College of Arts and Sciences evolved during the reorganization of Drake’s colleges
and schools in 1987 when Liberal Arts and Fine Arts were combined. Pre-1987 alumni carry the
acronym LA or FA and post-1986 alumni are labeled AS.
EMAIL ADDRESSES AND WEBSITES
Lowercase all email addresses and websites unless the usage is otherwise
(www.GoDrakeBulldogs.com). Italicize websites, but not email addresses.
For websites specifically, do not drop the www, and http:// should never be used, except for
clarity when “www” isn’t part of the URL.
e.g., Drake University Board of Trustees
The Principal Financial Group Center for Global Citizenship
Student Learning and Effective Teaching Committee
Use the full, official name the first time it appears in copy. In subsequent references,
the shorted form of the name is lowercased.
Drake’s full editorial guide can be found at www.drake.edu/communications
29
ETHOS
Execution
30
EXECUTION BRAND CHECKLIST
You’ve defined your audience and objective—what you want your
audience to do, think, or feel. You’ve worked with the appropriate
individuals on campus, and you’re nearing the finish line—a finished
communication piece. Whether its a web page, an email, an invitation, or
brochure, consider the following questions to ensure your communication
aligns with the Drake brand. If you answer ‘no’ or are unclear on any of
the answers, you may need to make some adjustments.
BRAND CHECKLIST
1
What does this say about Drake? Does it speak to our mission?
2
Which positioning points are emphasized? Does this distinguish Drake?
3
Does this speak to the brand pillars?
4
What perception does this portray to our audiences?
5
Does this reflect the brand tone and character?
6
Does this look like it comes from Drake?
31
EXECUTION EXAMPLES
PARTNER: Annual Fund
PROJECT: Calendar Year-End Mailing
BRAND ELEMENTS:
Positioning point:
• Engagement
Your Pack
Brand Pillar:
• Intimate and Personal
Character:
• Loyalty
• Pride
• Intimate
Many families mark this time of year by coming together
to rekindle bonds and share each other’s company. Your
Drake family is much the same. We gather in this season
to recognize our triumphs, celebrate our history, and share
our traditions while making new memories.
Identity:
• Photography: portraiture and
environmental
By supporting your fellow Bulldogs you
strengthened these bonds. Thank You!
Your efforts created new opportunities
for your Drake family, and laid the
groundwork for the future success
of the University.
• Drake Blue
• Word pair
• Typography: Whitney Light and Bold
Help us build on this foundation and
further strengthen the pack with a
gift to The Drake Fund today.
15-16.7490b
The Drake Fund
July 1-June 30
Yes, I/we will support Drake University with a gift of $ ��.
Operational Support:
Gift Request $XXX
Mailing Name 1
Mailing Name 2
Preferred Address Line 1
Preferred City, Preferred State Preferred Zip
Please credit my/our gift to:
q Where needed most
Constituent ID
Solicit Code
Email:
Cell phone:
q
q
q
q
q
College/School of ��
Bulldog Club
Cowles Library
Donald V. Adams Leadership Institute
Friends of Drake Arts
q
q
q
q
q
Global Citizenship
Harkin Institute
Ray Center
Scholarship Support
Student Life
q I/we have included Drake in my/our will.
q I/we are interested in opportunities with estate planning.
q Yes, I have included my and/or my spouse’s matching gift form.
Company name: ��
Gift in honor of: ��
Office of Development P.O. Box 1848, Des Moines, IA 50305-1848 t 515-271-3704
Payment information on reverse.
32
EXECUTION EXAMPLES
PARTNER: Alumni
Leader
of the
pack
PROJECT: President Marty Martin Rollout
Event Invite: Des Moines
BRAND ELEMENTS:
Positioning point:
• Engagement
Brand Pillar:
Character:
• Proud
• Leader
• Strong
• Intimate
Identity:
• Drake Blue
Office of Alumni & Development 2507 University Avenue, Des Moines, IA 50311-4505
15-16.7470a
Welcome Drake’s newest Bulldog.
Join your fellow Bulldogs as we welcome
President Earl F. “Marty” Martin as the
new leader of our pack.
Thursday, Sept. 17, 2015
6-9 p.m.
Brenton Skating Plaza
520 Robert D Ray Drive
Des Moines
Appetizers and cash bar 6 p.m.
Program 7:30 p.m.
Free parking available on the street or at the corner of
E. 1st and E. Grand Avenue in the City Hall Municipal Lot.
RSVP to www.alumni.drake.edu/welcomemarty
or call 515-271-3152 by Monday, Sept. 14.
To learn more about President Martin visit
www.drake.edu/president
33
EXECUTION EXAMPLES
PARTNER: University Communications/
10’x20’ LARGE DISPLAY SYSTEM
Community Engagement
PROJECT: University Display Signage
(Iowa State Fair Displays)
BRAND ELEMENTS:
Positioning point:
• Holistic, empowered learning
• Engagement
Brand Pillar:
• Strong Academic Reputation
• Professional Determination
Character:
• Strong
• Determined
• Loyal
• Leader
12’ TOWER
• Passion
• Respected
• Proud
• Courageous
• Ambitious
• Friendly
• Intimate
• Intellectual
Identity:
environmental
• Drake Blue
• Banding
34
EXECUTION EXAMPLES
PARTNER: Admission
PROJECT: 2016 Admission Campaign
Concept
MEET THE
BRAND ELEMENTS:
Positioning point:
• Right-Sized
SPRING 2016 VISIT DAYS
• Engagement
• Academic Rigor
Brand Pillar:
Smart, motivated, ready to
change the world. You’re
determined to succeed—
but eager to leap for the
accasional Frisbee.
• Passion
• Friendly
• Intimate
• Leader
• Proud
Identity:
• Photography: environmental
TH
drake
Us, too!
NATIONAL RANK FOR
RETURN ON INVESTMENT
—THE ECONOMIST
fast facts
98.3%
of Bachelor’s degree recipients find
career employment or enter
graduate school within six
months of receiving their degrees.
89%
Good-looking campus? Check.
Professors who know your goals and ambitions? Check.
Friendly students just as curious and determined as you? Check.
Dozens of majors and plentiful financial aid? Check and check.
of undergraduate students who
begin and complete their
education at Drake earn a
bachelor’s degree in four years.
3,338 Undergraduates
1,654 Graduate students
12:1 Student/faculty ratio
70+
So what makes Drake different? The impressive track record
of Bulldog success, that’s what.
Majors, minors, and
concentrations
DID YOU RAISE A
six colleges/
schools
Arts and Sciences
Business and Public Administration
Education
Journalism and Mass Communication
Law
Pharmacy and Health Sciences
Don’t just take our word for it. Come see for yourself.
Office of Admission
2507 University Ave.
Des Moines, IA 50311
Character:
• Fun-loving
Office of Admission
2507 University Avenue
Des Moines, Iowa 50311-4505
• Strong Academic Reputation
92.2%
FEB. 15, APRIL 11,
APRIL 18
A PRIMER FOR (FUTURE) DRAKE PARENTS
of Bulldogs graduate having
had one or more internships,
practical, or field experiences.
• Drake Blue
• Banding
Students gather along
Drake’s famed Painted
Street on the way to class
If you’re looking for:
Big opportunities,
& access to jump
on them.
DOES YOUR CHILD’S
COLLEGE CHECKLIST
INCLUDE SMALL
CLASSES, LOTS OF
PERSONAL ATTENTION,
A PRIME LOCATION
FOR INTERNSHIPS,
& STUDENTS WHO
GRADUATE ON TIME
& GET GREAT JOBS?
AT DRAKE,
Exceptional
preparation for
work (and life!)
A fun, friendly place
where people look
out for each other.
Drake Bulldogs enjoy:
• A prime location in Des Moines, a national hub for
business, politics, financial services, & publishing
• Plentiful, meaningful internships with multinationals,
startups, and nonprofits
• A downtown core just 10 minutes from campus,
home to a vibrant arts, music, and cultural scene
• Conducting, presenting, and publishing novel
research alongside professors
2016 Sophomore and Junior
Preview Days at Drake University
• Opportunities to hone skills through internships,
travel seminars, research collaborations, and
service-learning
Register online at www.drake.edu/visit
• Immersion in their chosen major from day
one, with convenient ability to double major
• Small class size and accomplished professors
(all of whom teach their own classes!)
• Many ways to engage, from athletics to the arts
to Drake Relays to 160+ clubs and organizations
• A safe campus with 24/7 security, access card
technology, security phones, and evening shuttle
or by calling Drake’s Office of Admission at 515-271-2089.
When you register, we will email you a link to a website
with a schedule, directions to campus, and a campus map.
These dates don’t work?
Proven quality and
success ... and a
sweet ROI.
• Quality: Consistently ranked as a top educational
institution in the Midwest (U.S. News & World
Report) and a “best buy” and “top value” (Kiplinger’s,
Barron’s, Peterson’s)
Get in touch and we’ll arrange an individual
visit during the week.
• Value: Ranked in the top 98th percentile nationally
for return on investment (The Economist, 2015)
• Success: Alumni who earn a projected 32% more at
mid-career than peers (The Brookings Institution, 2015)
EXPLORE THE
We invite you to visit us and see for yourself if life as a Drake Bulldog might just
be the perfect fit for your student’s personality and dreams. www.drake.edu/visit
15-16-7664A
write Office of Admission, Cole Hall, Drake University, 2507 University Ave., Des Moines, IA 50311-4505
call 1-800-44-drake (37253), x3181 call locally and from outside the united states 1-515-271-3181
fax 1-515-271-2831 email admission@drake.edu for international students international@drake.edu
surf www.drake.edu/admission tweet @DrakeAdmission like www.facebook.com/DrakeAdmission
visit 1-800-44-drake (37253), x2089 or campusvisit@drake.edu
35
EXECUTION EXAMPLES
PARTNER: Alumni (Student Alumni
Drake Traditions
Association)
Bulldogs forever
PROJECT: Bulldog Book (Traditions piece)
BRAND ELEMENTS:
Positioning point:
• Engagement
• Holistic, Empowered Learning
• Right-sized
Brand Pillar:
• Tailored Experience
14
15
Character:
• Fun-loving
• Passion
The “D” Song
Drake University Fight Song
• Friendly
Here’s to the one who wears the “D,”
Makes a good fight for varsity,
Here’s to those who’ve fought and won,
Made a good fight as a true Drake alum,
Here’s to the one who’s brave and bold,
Ready to battle like days of old,
Fights like a Bulldog for victory,
Oh, here’s to the one who wears the “D.”
• Intimate
“Drake Alma Mater”
Words by Emma J. Scott, 1911 graduate; music by Clifford Bloom, 1918 graduate
• Proud
“With broad and firm foundation our fathers built for Drake, With loyal
veneration our way today we take, to honor high our Varsity in all she strives
to do, May fame and wealth attend her, our dear old White and Blue, May
fame and wealth attend her, Our dear old White and Blue.”
Though Old Main has anchored the
southeast corner of campus since 1882,
George Carpenter and Francis Marion
Drake would be unable to recognize
most of what we call Drake University.
With new buildings, renovations,
expansions, and demolitions, the
University has pressed forward and
continues to change.
Identity:
environmental
As buildings come and go, traditions
evolve with the bricks. The Kennel, a
longtime student hangout beneath
Jewett Hall (which used to be the
student union), disappeared during
renovations. Just outside, the sunken
strip known as the Painted Street
underwent significant renovations in
2008, making it a better spot for one
of Drake’s most enduring traditions.
As some traditions fade into obscurity,
they nonetheless leave a mark on the
University. Others may not be lost at
all but lie just under the surface.
10
• Drake Blue
11
• Word Pair
Drake Basketball
Basketball at Drake continues to grow
and shine with every season—our
determined women’s team went to
the MVC Championship game two
times in the past four seasons and
made a trip to the National Invitation
Tournament, and our men’s team
competed in the CollegeInsider.com
Postseason Tournament and gained a
new head coach, Ray Giacoletti.
The Bulldog Book
So, don your blue and white—or
maybe one of those colorful, spandex
bodysuits—and go cheer on the
Bulldogs during your final year. Don’t
miss the Big Four Classic as Drake
takes on the University of Iowa at
Wells Fargo Arena in December.
38
39
36
THE DRAKE BRAND IN CLOSING
Now it’s up to you.
AND THAT’S A GOOD THING.
We need people who are passionate about
Drake to tell our story. Remember, every
sentence matters. Every picture counts.
Every communication is an opportunity
to tell the world who we are, our way.
Because you’re part of the pack. Protect it.
37

drake brand standards guide fall 2016

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