Clayton State University Identity Standards

Revised June 2014

Clayton State University is an amazing place! The offices of Marketing & Communications and

Public & Media Relations strategically promote the achievements of our students, the

accomplishments of our faculty and staff, and the recognition of our institution. We share the

Dreams. Made Real. experience with target audiences and celebrate success with valued

stakeholders.

Our team is ready to assist you and your department with a variety of services. Please place us

first on your contact list as you think about publicity, prepare for events, require print materials,

desire website development, need photography, or plan advertising. Staff members can consult

with you to produce results that fulfill your vision and convey the University’s identity and brand.

By applying marketing and public relations expertise to your projects, we can maximize

utilization of resources and assure that the University is always presented in a positive and

professional manner. Our team strives to be responsive, creative, and supportive. We look

forward to being part of the outstanding endeavors you will initiate.

Effective, consistent, and frequent communication will help us all to attain our outreach

objectives. We connect with our internal campus population, as well as external constituents—

such as prospective students, donors, the community, and an expanding marketplace—

through a broad array of digital, traditional, outdoor, and broadcast media.

We look forward to working with you.

Dolores Cox John Shiffert

Director Director

Marketing and Communications Public and Media Relations

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CONTENTS

Section 1: Marketing, Advertising, and the University Brand...............4

Section 2: Objectives and Benefits.........................................................6

Section 3: The University Name, Seal, Logo, and Colors......................9

Section 4: Business Cards, Stationery, Digital Communication,and Name Badges................................................................13

Section 5: Public and Media Relations.................................................21

Section 6: Photography and Videography............................................24

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Section 1: Marketing, Advertising,and the University Brand

The Office of Marketing and Communications has primary responsibility for the University’s

visual identity. This includes all printed materials, requests for logo usage, web sites,

photography, and promotional videography. Marketing and Communications is the first point

of contact when planning for any of these items.

Working with the Office of Marketing and Communications will assure that all your materials

present a consistent image and meet brand standards. Written materials and news releases

are prepared using Associated Press (AP) style guidelines.

The Marketing and Communications staff provides professional marketing, writing, editing,

graphic design, website design, and photography services free of charge to departments on

campus. Please visit www.clayton.edu/marketing-and-communications for more information on

producing print and digital materials, processes, and timelines, as well as convenient online

request forms.

Marketing

The Marketing Advisory Council (MAC) represents all campus units involved in marketing

efforts. Council representation includes:

Academic Outreach (Distance Learning, Dual Enrollment, Fayette & Henry Instructional

Sites, Honors Program, International Programs)

Athletics

Auxiliary Services

College of Arts and Sciences

College of Business

College of Health

College of Information and Mathematical Sciences

Enrollment Management and Academic Success

Marketing and Communications

Orientation and New Student Programs

Public and Media Relations

School of Graduate Studies

Spivey Hall

Student Affairs / Housing and Residence Life

Undergraduate Recruitment and Admissions

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The Council oversees the University’s Integrated Marketing Plan which articulates marketing

objectives that support the University’s Strategic Plan and mission.

Advertising

One of the key functions of the Marketing Advisory Council is to integrate advertising and

coordinate advertising campaigns. The group collaborates on selecting types of advertising best

suited to target audiences, developing a robust media mix, and working collaborations,

achieving strategic marketing objectives. The Council seeks to maximize outreach, avoid

duplication, combine promotions, and more effectively utilize resources (including but not

limited to budgetary resources).

All university ads for publicity should be created or approved by the Office of Marketing and

Communications. Ads should contain the University’s logo, web address, and appropriate brand

elements. Priorities for advertising will be guided by the Integrated Marketing Plan and

evaluated by the Marketing Advisory Council.

The University Brand

Clayton State University’s brand is Dreams. Made Real. All internal and external materials

produced for University audiences should be created by or receive approval from the Office of

Marketing and Communications.

Complete information about the brand, including the brand portfolio, the brand creative guide,

brand attributes, color palette, taglines and all associated usage requirements may be viewed

at www.clayton.edu/brand. This site enables the University in gaining a better understanding of

how individual campus units fit in the overall brand and identity architecture of the University,

and why that identity should be maintained. This enables the University, as well as individual

academic units and departments, to ensure quality, consistency, and a unified brand identity.

Also, on this site are examples of how a unified appearance can be maintained while still

providing a unique look.

Please contact the Office of Marketing and Communications when planning for materials,

events, invitations, publications, posters, flyers, announcements, or websites. Our department

is dedicated to making the best use of available resources and to meeting the needs of the

campus community.

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Section 2: Objectives and Benefits

By clearly communicating who we are to all of our audiences we can collectively and effectively

reach these goals:

Position the University in the marketplace

Raise the University’s profile in the region

Communicate as a whole instead of a part

Connect with alumni

Boost our brand

Cultivate potential donors

Recruit prospective students

Attract qualified faculty & staff

Sustain relationships with current students

Why Have Identity and Communications Standards?

Every visual image and every form of communication presents an opportunity to acquaint our

audiences and constituents with Clayton State University. Speaking about our values with one

voice and providing a message that is shaped through consistency will help our University to

reinforce the strengths we wish to portray.

An identity is more than a logo, colors, and fonts. It is everything we produce that contains or

displays the name of the University. The look and feel of Clayton State University materials –

whether those are publications, posters, advertisements, videos, social media pages, or

websites – show our personality and points of pride.

When individual units or departments seek their own individual representation or logo rather

than that of the University, those multiple images dilute the overall impression of the institution

and therefore dilute the identity. This also can confuse prospective students, alumni, potential

donors, and the community and other stakeholders.

A unified identity will happen when all of our communications efforts support and sustain the

brand message as well as the visual elements which identify our institution. Working together,

we can maximize utilization of vital resources and achieve collaborative outcomes. Our

collective efforts will reinforce our brand outreach and will result in significant benefits: more

prospective students who want to attend the University, more faculty who want to teach here,

more staff who want to work here, more donors who want to contribute to Clayton State, and

more engagement from our community.

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Approval and Usage

The standards and processes associated with identity and communications are administered

through the Division of External Relations.

The Office of Marketing and Communications oversees the University’s logo usage, promotional

materials, publications, graphic design, photography, and web design/management.

The Office of Public and Media Relations serves as the official media contact for the University

and handles writing of news and feature stories, interviews, and manages the University’s

official social media channels.

This guide is designed to outline Clayton State University’s identity standards in a concise

format and to offer assistance in producing and presenting materials and information that

convey the University message with accuracy and quality.

Who Owns the University’s Logos?

University identity marks are the property of the Board of Regents of the University System of

Georgia and are registered trademarks. The Board of Regents sets guidelines for how the

marks can be used and requires that individual institutions assume responsibility for monitoring

and protecting such usage.

These guidelines apply to anyone who might use a Clayton State University identity mark:

faculty, staff, students, departments, internal and external organizations, printers,

businesses, and vendors. Authorization for appropriate and accurate use of Clayton State’s

identity marks is essential to compliance with Board of Regents policy as well as to

positively promoting the University.

Guidelines for Use of University System Trademarks*

Trademarks* bearing reference to the University System of Georgia or any of its educational

institutions shall not be depicted upon or affixed to any services, goods, or items in a manner

which may cause embarrassment or ridicule to the Board of Regents or its institutions.

University system trademarks shall not be licensed for the manufacture, sale, promotion,

advertisement, or distribution of the following services, items, materials, or articles:

a) alcoholic beverages

b) religious services, goods, or artifacts

c) sexually-oriented devices or goods

d) goods which make unfavorable reference to the race, sex, national origin, or

handicap of any person

e) toilet seats and the like

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f) any item which does not meet minimum standards of quality and good taste as

determined solely by the Board of Regents

*For purposes of this policy, the term trademark* shall include all trademarks, trade names,

seals, symbols, slogans, emblems, designs, and logotypes developed by or associated with the

University System or any of its institutions or representative of the same, whether registered, or

not yet registered by the Board of Regents under federal and state trademark statutes (as

referenced in BOR policy 7.11.8 Trademarks).

Licensing and Merchandising

University units which purchase merchandise that promotes the University should contact The

Loch Shop university store as their initial resource for collaborative purchasing. All designs and

creations for merchandise should reflect identity and brand guidelines. All reproductions should

be at a high level of quality. Questions regarding licensing and merchandising should be

addressed to Auxiliary Services or to the Vice President for Business and Operations.

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Section 3: The University Name, Seal, Logo, and ColorsPlease note that illustrations of the seal and logos in the section are not intended for reproduction. Artwork will be provided upon approval of requests for appropriate usage.

University Name

The University name is Clayton State University. The entire name should be used in all

references to the University. Clayton State may be used as a secondary reference when the full

name has been used preceding it. Avoid using “CSU” except in situations where space is an

issue for text.

University Seal

The official University seal is a legally protected trademark reserved for use primarily on official

documents such as diplomas, transcripts, awards, certificates, certain institutional literature such as

the academic catalog, and items produced by the President’s Office.

The Office of Marketing and Communications and/or the President’s Office must approve other

uses. The seal should not be used for marketing or other promotional purposes. The current

University seal was last updated in 2005.

The seal must be reproduced from authorized original illustrations and should not be scanned,

redrawn, or modified in any way. Do not use parts of the seal to create other logos or artwork. The

Office of University Marketing and Communications will provide a digital file for approved uses.

The seal may be printed in black, blue, white (reverse from solid background), or gold. The seal

may be foil stamped (silver or gold) or embossed.

Official University Seal:

University Logo

The official University logo is a legally protected trademark appearing on stationery products,

brochures, and official publications representing Clayton State University. The Office of

Marketing and Communications must approve other uses. The current University logo was last

updated in 2005.

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The logo must be reproduced from authorized original illustrations and should not be

scanned, redrawn, or modified in any way. Do not use parts of the logo to create other logos

or artwork. The Office of Marketing and Communications will provide the appropriate digital

file format for approved uses upon request.

A high-resolution, print quality digital logo file is reserved for printing and publications. A high-

resolution logo file should not be used on any website. Web quality, low-resolution logo files

may be requested for usage in website applications. A digital logo file can easily be distorted if

not properly sized. Use care when enlarging or reducing the logo file.

The official logo colors for Clayton State University are Laker Blue and Georgia Clay. The

official logo is two colors consisting of blue letters with blades of orange. The two-color logo

should not be used on a black background. When printing a document or brochure in black ink,

do not use the two-color logo; the quality will be diminished. Black is not to be used with

Georgia Clay (orange) as a second color for the logo.

An alternate two-color logo may be used on a navy blue background only. The logo consists of

white letters with ripples of orange. This two-color logo should not be used on a black background.

The color combination may not be reversed (i.e., orange letters and blades of white).

When printing the logo in a single color, only the following one-color options are approved: blue,

black, or white (reversed out of an appropriate background). The black logo should always be used

when printing only in black. Georgia Clay is not to be used as a single color for the logo.

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The logo may be foil stamped (silver or gold) or embossed.

Departments and schools should not develop other logos or graphic art representations which

will compete with the official University logo. The official University logo with the department

name below is the only approved format.

The logo is not to be used on the same page with the official University seal.

The logo, which represents Clayton State University, is for use only by the faculty and staff of

the institution. Requests for any other usage of the logo must be submitted to the Office of

Marketing and Communications.

The logo should not be released to vendors for preparation of proposals, presentations, or other

materials.

Official Colors

The official University school colors are navy blue and orange. Please refer to the chart below

for color matching codes.

Color combinations which reflect official colors of other institutions should be avoided when

preparing materials that will represent Clayton State University.

PowerPoint Templates

A selection of PowerPoint templates is available for use by faculty and staff on

www.clayton.edu/brand.

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College of Arts and Sciences

The Athletics Spirit Mark Logo

Clayton State’s athletic symbol is a legally protected trademark reserved for use by

intercollegiate athletics. Requests for any other usage must be approved by the Athletic Director

or the Office of Marketing and Communications.

The official athletics logotypes should be reproduced from authorized original illustrations and

should not be redrawn, reproportioned or modified in any way.

Other Approved Logos

Spivey Hall Public Safety The HUB

Center for Supply Chain Center for Business and Center for CommunityManagement International Negotiation and Justice Studies

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[Coming]

Section 4: Business Cards, Stationery, DigitalCommunication, and Name Badges

Business Cards

Official University business cards should be ordered from Media & Printing Services. Faculty

and staff should not order business cards from any off-campus vendor.

To order business cards, submit a Business Card Request Form available on the M&PS

website www.clayton.edu/media along with the information to be printed on the card. Due to

limited available space on the cards, the form has a maximum number of characters for each

item. A proof will be sent to confirm that all information is correct.

The cards are three-color (orange & blue logo with black text) on 80# Strathmore – soft white -

card stock, Helvetica is the official font. Your card order normally takes approximately three

weeks to be filled. Call Ext. 4377 for more information.

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Business Card(Shown at 75% actual size)

Two-sidedBusiness Card(Shown at 75% actual size)

(Far left)Public SafetyBusiness Card(Shown at 82% actual size)

2-ColorAthleticsBusiness Card(Shown at 75% actual size)

Business Cards for Students

Official business cards serve to identify faculty and staff employees of Clayton State University

as designated by the Office of Human Resources. Student assistants, although they are

employees, should not have official business cards. Utilization of logos of the organization are

suggested rather than the University logo; the student may then be identified as a Clayton State

University student who is a member of the respective club or organization.

Students who are officers or members of recognized student clubs and organizations who wish

to represent Clayton State University may consult with the Office of Marketing and

Communications, Campus Life, and M&PS to submit an alternative design.

Stationery

Clayton State University stationery is available through Media & Printing Services. Faculty and

staff should not order stationery from any off-campus vendor. To order stationery, complete a

stationery order form on the M&PS web site: www.clayton.edu/media

All stationery is customized with a department’s name. All stationery is printed on 24#

Strathmore – soft white paper. The two-color is printed in PMS 165 official orange and PMS 288

official blue. One color is printed in PMS 288 official blue. Note cards are printed on cardstock.

Under no circumstances may faculty and staff members “create” stationery using a black logo

and printer paper. This does not present an professional image and will not be done to

represent the University. Only official stationery as described above (either 2-color or 1-color

blue) should be used by all departments for communications purposes.

There is no “electronic stationery.” If an electronic copy is desired, correspondence should be

placed on official stationery and scanned into a digital format. Under no circumstances may

faculty and staff members “create” an electronic version of stationery.

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2-Color #10 Envelope(Shown at 65% actual size)

2-Color Letterhead(Shown at 65% actual size)

Blank Second SheetLetterhead available.

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Office of Academic Affairs2000 Clayton State BoulevardMorrow, Georgia 30260-0285

1-Color #10 Envelope(Shown at 65% actual size)

1-Color Letterhead(Shown at 65% actual size)

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Matching Note Card Envelope(Shown at 65% actual size)

Folded Note Card(Shown at 65% actual size)

Note Pad(Shown at 65% actual size)

2-Color AthleticsLetterhead and Envelope(Shown at 65% actual size)

Athletics Note Card(Shown at 65% actual size)

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Digital Communication

Faculty and staff should not “create” stationery using a logo and printer paper. This does not

present a professional image for the University. Only official stationery (either 2-color or 1-color

blue should be used by all departments for communications purposes.

There is no “electronic stationery.” If an electronic or digital copy is desired, correspondence

should be placed on official stationery and scanned into a digital format.

Electronic Mail

Email is the primary communication method for communication, and this mode of

communication has become widespread for all purposes with the ease of technology. All faculty

and staff members should consider electronic mail an extension of University stationery.

Messages sent from a Clayton State University email account by a faculty or staff member are

on behalf of the University.

Please keep in mind that University email is not personal email. See official rules at

www.clayton.edu/xxx. Graphics, quotes, and other personalizations should be avoided. Do not

put anything in an email that you would not put on University stationery. What may be

personally significant for you may be offensive to another; further, your personal view may be

deemed by the reader to be that of the institution.

The following basic template for an email signature is suggested:

Name

Title (Title can follow name if desired)

Office/Department and/or School

Clayton State University

2000 Clayton State Boulevard

Morrow, GA 30260

Individual/Department Phone number (678) 466-XXXX

Optional Fax number (678) 466-XXXX

Department/faculty specific web address or www.clayton.edu

No other verbiage is permitted.

Name Badges

Orders for official Clayton State University faculty and staff name badges are placed with Media

& Printing Services. The name tags are a gold finished metal with black lettering and a

magnetic back (see photo). The purpose of the name badge is to identify the employee with

Clayton State University and his/her name very clearly. Placing a title or department on the

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name badge is optional.

Your name badge should be worn on the upper right hand side of your shirt, blouse or jacket,

etc. just below your shoulder, so that when shaking hands your name badge can be more easily

viewed; a handshake is universally righthanded, and one’s vision will naturally direct itself up to

the right arm to the shoulder where the badge is located.

CAUTION:The name tag is a magnetic device. If you have a pacemaker or other medicaldevice, do not use the name tag.

Name badges for students and/or student assistants who work in University departments

should be distinguished from those for University faculty and staff. Student name badges are

silver and will state on the badge that the individual is a student. All student name badges will

be ordered through Media & Printing Services.

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Section 5: Public and Media Relations

Introduction

If you have a news media issue, call the Office of Public and Media Relations at Ext. 4463. This

office is available to help you -- the faculty and staff of Clayton State University.

Media coverage is important to Clayton State. Effective media exposure can position our faculty

and staff members in the community as experts in their fields.

The Division of External Relations, which includes, among others, the Office of Marketing and

Communications and the Office of Public and Media Relations, is responsible for promoting the

University and your efforts in an effective, professional manner. In the area of media relations,

this involves acting as a support service and as an intermediary with the media. The offices will

work with you to assist you prepare to be an effective spokesperson.

General Protocol

The Office of Public and Media Relations office generally makes initial contacts with the media

and serves as the official public voice for the University. This ensures that the appropriate

response will be given and that individuals, faculty, or staff, can be adequately prepared for

media interviews. The Office of Public and Media Relations will also inform and consult with

senior administrators when circumstances dictate.

If you wish to contact the media directly, please inform the Office of Public and Media Relations

(Ext. 4463) before any contact is made, so that the University will be aware of any and all media

interest and contacts.

Also, please do not encourage students to contact the media directly without first consulting

with the Office of Public and Media Relations.

Ideally, when the media wishes to speak to someone at Clayton State University, they will first

contact the Office of Public and Media Relations. The Office will then contact the appropriate

person(s) on campus, explain the request and ask for appropriate assistance. Although this is

the standard protocol and procedure of the industry, it may not always be followed by the media.

What to do if the Media Contacts You

At times, the media may contact you directly. If so, then, please contact the Office of Public and

Media Relations as soon as possible.

There are certain issues that may have broader implications, so please tell the Office of Public

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and Media Relations. Unless otherwise directed by your supervisor, you have the right to accept

or decline any media request. Certainly, if for any reason you are uncomfortable or if the media

inquiry is of a delicate nature, the Office of Public and Media Relations will facilitate the

situation. During regular office hours, the contact number is Ext. 4463; after hours or on the

weekend, the Director of the Office of Public and Media Relations, John Shiffert, may be

reached at (770) 251-6138 or (678) 313-7029.

Do not ignore any media inquiry. If you are busy, return the contact as quickly as possible,

having obtained the name of the media contact, the name of the organization, a callback

number or e-mail address and at least an idea of what the inquiry is about and any appropriate

deadline (remember, timeliness is often a necessity for the media).

If you do not feel qualified to answer the media inquiry, immediately refer them to the Office of

Public and Media Relations and call the Office of Public and Media Relations to apprise them of

the inquiry.

Media Representatives on Campus

If a media representative with a request to do an on-campus interview contacts you, please

contact the Office of Public and Media Relations to discuss the interview. If you wish, University

Relations can help you to prepare for and plan the interview.

One-on-one interviews can be difficult. If you so desire, we will be glad to accompany you to an

interview, and to work with the reporter to do all we can to assure accuracy in the resulting

story. However, please be warned that we do not have control over the media, and what is

finally reported may not be exactly what you said, or meant.

If media representatives wish to come on campus for more general purposes (i.e.; looking for

a story, or just touring the campus), they should be accompanied by a member of the Office of

Public and Media Relations staff. If someone from the media contacts you with an unspecified

request to come on campus, please contact the Office of Public and Media Relations so we

may offer assistance in an appropriate manner.

Media Representatives in the Classroom

Media representatives will appear, at an individual professor’s request, as classroom speakers.

That is completely different from unannounced or uninvited appearances. The Office of Public

and Media Relations discourages media representatives from coming, unannounced or

uninvited, to classrooms for any purpose.

If you are faced with a situation where a media representative appears unbidden at your

classroom door, please ask the person in a calm manner to come back later, at the end of

class. Be helpful, and do not imply that you are restricting their access. Emphasize that class

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is currently in session and that you will be glad to speak to them at the end of class. If the

media representative persists, immediately contact the Office of Public and Media Relations at

Ext. 4463.

Expert Sources

From time to time, the Office of Public and Media Relations may contact you with a request to

respond to a general news media inquiry where the media representative is seeking to obtain

information from an “expert” source on a story not directly related to Clayton State. Your help in

these matters is greatly appreciated.

Facts and Statistics

When giving information about the University, be sure that you have the most current and

accurate data. The Office of Public and Media Relations is a resource for information. The

Office of Institutional Research Web site contains official statistical enrollment and demographic

information: www.clayton.edu/institutional-research

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Section 6: Photography and Videography

Photography

Photography services are available through the Office of Marketing and Communications. The

staff photojournalist may be requested to photograph University events and provide headshots

for faculty and staff. Marketing and Communications retains all rights to photographs.

These photos may be used in any Clayton State University publications, marketing materials,

or on the Web site. Images may also be used by external media, with permission, to promote

the University.

Marketing and Communications can provide:

faculty and staff photos

student group or organization photos

press release or event photography

campus stock photography

image editing/retouching

Please complete a photography request at least two weeks in advance of the event or

appointment. The photography request form is available online.

Model Release Form

We must utilize a model release with all photography subjects to obtain permission to use each

individual’s image in web and print. The Office of Marketing and Communications will provide

model release forms.

Photos which are taken without obtaining the appropriate release may not be used under any

circumstances in University print materials or on any Web site. All photography taken on the

Clayton State University campus of all faculty, staff, and students in the campus environment by

Marketing and Communications is for the purpose of promoting the University. No faculty, staff,

or student may seek compensation for the usage of such images.

In the event that any individual does not wish to participate in such photography, simply inform

the photographer or the Clayton State University staff member coordinating the photoshoot of

this fact, and the individual’s wishes will be respected without question.

Freelance Photographers

Should professional photography be needed which is not currently in University files, or our staff

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photojournalist cannot assist due to scheduling conflicts, the Office of Marketing and

Communications can recommend an appropriate professional photographer and direct his/her

work. Depending upon the circumstances, the cost for freelance photography may be handled by

Marketing and Communications or may be the individual department’s budget responsibility. The

resulting film or digital product will be the property of the University. The Office of Marketing and

Communications can recommend professional photographers who have previously worked with

the University on various projects and have expertise with higher education photographic projects.

Photographic Archives

Clayton State’s photography archives are managed by Marketing and Communications in

cooperation with the University Archives in the Library. The University Archives has a limited

selection of pictures dating back to 1969. There is an extensive archive of 35mm color slides

dating to 1994, digital photos dating to 1997 and color photos dating to 1995. More recent

photography has been preserved in digital format.

Videography

The Office of Marketing and Communications is the first point of contact for any video project

which involves promotion of the University, such as testimonials, events, and other activities

which are marketing or brand related. Marketing and Communications should be a part of the

planning process for all such projects in order to advise on content. Freelance videographers

can be recommended who have previously worked for the University and have prior expertise

with higher education projects.

All video projects require that same model release procedures as photography. Videos which

have been obtained without the appropriate release forms must not be published in any form on

any public medium, such as a website, YouTube, or other social media channels.

Videotaping of classroom instruction is handled through the Center for Instructional

Development. Requests must come from faculty or staff and are accommodated on a first-

come, first-served basis.

Each Commencement ceremony is videotaped by Media & Printing Services. DVD copies are

available for purchase by graduates, friends, and family members.

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