style guide - isenberg school of management...alternate gothic should be used mainly for headlines...

STYLE GUIDE

LOGO

PRIMARYHorizontal (Preferred) + Vertical

SECONDARYHorizontal + Vertical

LOGO COLORS

PANTONE 202 CPANTONE 201 UCMYK: 9 100 64 48RGB: 136 28 28HEX: #881c1c

CMYK: 0 0 0 0RGB: 255 255 255HEX: #ffffff

UMASS AMHERST

SPECIAL CASE USAGESpecial use only, to be approved by Isenberg Marketing & Communications team.

For all externally-facing marketing materials, primary logo should be used in conjunction with UMass Amherst logo (see page 13). Logo may be shown alone when used for internal or on-campus marketing materials.

Secondary logo should be used primarily in cases when co-branding space is limited (i.e. digital display units).

LOGO USAGE

LOGO SPACINGHorizontal + Vertical

For both horizontal and vertical logos, spacing is equivalent to 50% of the height of the “I”, as magenta guides indicate.

COLOR PALETTE

PRIMARY COLOR PALETTE SECONDARY COLOR PALETTE

PANTONE 202 CCMYK: 9 100 64 48RGB: 136 28 28HEX: #881c1c

PANTONE 201 UCMYK: 8 89 59 22

PANTONE 3975 CCMYK: 8 7 100 25RGB: 187 166 0HEX: #BBA600


PANTONE 5115 UCMYK: 52 74 34 14


PANTONE Warm Red UCMYK: 0 58 57 0


PANTONE 5115 CCMYK: 51 91 21 70RGB: 81 42 68HEX: #512A44

PANTONE 5493 CCMYK: 47 4 16 16RGB: 127 169 174HEX: #7FA9AE

PANTONE 179 CCMYK: 0 87 85 0RGB: 224 60 49HEX: #E03C31

PANTONE 142 CCMYK: 0 24 78 0RGB: 241 190 72HEX: #F1BE48

CMYK: 0 0 0 65RGB: 89 89 89HEX: #595959

CMYK: 0 0 0 0RGB: 255 255 255HEX: #ffffff

USE OF COLOR

The secondary palette is designed to enhance the brand’s primary palette. It lends itself most strongly to long-form web content (such as landing pages and website content) and branded print materials with heavy content, such as newsletters or direct mail pieces. Please refer to the color usage diagram when choosing and using color.

BRAND TYPOGRAPHY

TYPOGRAPHY

PRIMARYHeadline + Subhead

PRIMARYBody Copy

GOOGLE WEBFONT SUBSTITUTIONBody Copy

GOOGLE WEBFONT SUBSTITUTIONHeadline + Subhead

Alternate Gothic No2 D

Avenir Roman Montserrat Light

Montserrat LightMontserrat RegularMontserrat MediumMontserrat SemiboldMontserrat Bold

Avenir LightAvenir BookAvenir RomanAvenir MediumAvenir Heavy

Oswald RegularA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z



TYPOGRAPHY

There are two typefaces that are used within the Isenberg brand. Alternate Gothic should be used mainly for headlines and set in UPPERCASE. Avenir should be used for body copy and subheads.

Webfont substitutions below should be used for Isenberg advertising campaign pages and landing pages. For all website-related font substitutions, refer to the UMass webfonts on the following page.

TYPOGRAPHY

UMASS WEBFONTHeadlines, Main Navigation, + Body Copy

Open Sans

Open Sans LightOpen Sans Light ItalicOpen Sans RegularOpen Sans ItalicOpen Sans SemiBoldOpen Sans SemiBold ItalicOpen Sans BoldOpen Sans Bold ItalicOpen Sans ExtraBoldOpen Sans ExtraBold Italic


MICROSOFT OFFICE FONT SUBSTITUTIONHeadline + Subhead

MICROSOFT OFFICE FONT SUBSTITUTIONBody Copy

Arial Bold

Arial Regular



MICROSOFT OFFICE FONT SUBSTITUTIONISENBERG WEBSITE WEBFONT SUBSTITUTION

If the primary fonts are unavailable, Arial should be used as a substitution. The UMass webfont should be used for all Isenberg website updates.

BRAND ELEMENTS

BRAND ELEMENTS: TAGLINE LOCKUP AND USAGE

HORIZONTAL TAGLINE STACKED TAGLINE

STACKED TAGLINE W/ LOGO STACKED TAGLINE W/ LOGO IN RED BAR

The horizontal tagline is most often used with co-branded material, where the primary Isenberg logo is used. This version of the tagline often lives separately from the logo.

The stacked version is most often used with the vertical Isenberg logo. This is the primary usage of the tagline lockup.

Follow these spacing guidelines when locking the tagline up with the Isenberg logo.

The logo and tagline may also be locked up with a red bar as a design element. The red bar should always be the height of the Isenberg “I”.

WE DRIVE THE DRIVEN.® WE DRIVE THE DRIVEN.®

WE DRIVE THE DRIVEN.®


BRAND ELEMENTS: RED BAR

USE OF THE RED BAR

The red bar is a major design element of the Isenberg brand. It is often used in conjunction with the secondary logo as a lockup treatment with the tagline. In many instances, it is also used to highlight copy or messaging. Use of this element should always be thoughtful in execution.

There is a darkened gradient effect added to the left side of the red bar. Using a black rectangle, apply the MULTIPLY effect at approximately 30-50% opacity, depending on the background. In this example, it is 30%.

When placed over an image, the red bar should be set to the MULTIPLY effect. The opacity of the gradient box within the red bar might also have to be adjusted. In this example it is 50%.



BRAND ELEMENTS: Co-Branding

LOGO CO-BRAND LOGO CO-BRAND EXAMPLES

PRIMARY LOGOS + PLACEMENTPrimary Logo w/ UMass Amherst logo

When placed side by side, UMass logo should be approximately equal in height to the Isenberg logo. When co-branding, logos should appear far enough apart from one another to occupy their own space. (See examples)

Video end card

OOH Placement

In an effort to leverage the benefits of the UMass association, all external communications should be co-branded with the UMass logo. In these cases, the primary Isenberg logo should be used with the secondary UMass Amherst logo. Placement and scale will differ based on execution.

WHAT DOESFAIR TRADE FASHION HAVE IN COMMONWITH SURGICALRECONSTRUCTION?

DRIVE.

MARCIE MUEHLKE ’12MBA and MPPA, Public Policy and Business Administration

BERNARD LEE, MD ’11MBA, Medical Management

Social Entrepreneur, Co-founder of fair trade bridal company Celia Grace, providing a school

uniform to a child for every dress sold.

Chief of Plastic and Reconstructive Surgery, Beth Israel Deaconess, managing a busy clinic while treating breast cancer patients.


WORK EXAMPLES

GET S#@! DONE-ERS

WE DRIVETHE DRIVEN.

®

drivethedriven.com WHAT DOESBUILDING THE NBA’SFAN BASE HAVEIN COMMON WITH COMBATINGFRAUD RISK?

DRIVE.

LI LI LEUNG ’03MBA/MS, Business and Sport Management

TONY JORDAN ’95BBA, Accounting

VP, Global Partnerships at the NBA, connecting world-class partners with

the game and the fans.

Partner at EY, Fraud Investigator, using creative problem solving to address business risks and challenges.


WORK EXAMPLES

1

ACCOUNTINGDEPARTMENTUPDATE

2018

ACCOUNTING

9

FIRMS OURSTUDENTSHI

RING

CohnReznick KPMGDeloitte

PricewaterhouseCoopersEY RSM

Grant Thornton

DEPARTMENTNEWSISENBERG ACCOUNTING PROGRAMS EARN TOP 30 RANKINGS IN ANNUAL SURVEYIsenberg’s undergraduate accounting program has earned a ranking of 25th and its master’s degree accounting program a ranking of 30th among the nation’s accounting programs in Public Accounting Report’s annual survey. A monthly newsletter devoted to competitive intelligence and the business side of the public accounting profession, Public Accounting Report bases its rankings on a national survey of accounting professors.

In the Northeast, Isenberg’s undergraduate program ranked 5th and its MSA program ranked 6th. We are in great company with schools such as NYU, Wharton and Penn State.

Nearly 1,000 accounting professors from 200 U.S. colleges and universities that offer accounting degrees participated in the survey, now in its 36th year.

AUSPICIOUS DEBUT FOR ACCOUNTING TRANSITIONS PROGRAMCreated to give non-accounting majors and professionals a path of entry into Isenberg’s MS in Accounting Program, Isenberg’s Accounting Transitions Program has earned high marks from students and employers alike since its debut last summer. To complete the online program, students must achieve a cumulative grade point average of 3.0 or higher in four accelerated courses devoted to financial accounting and reporting, corporate governance and risk attestation, cost management, and taxation. Applicants who complete the coursework in good standing receive exemption from the GMAT exam and admission to the MS program.

Last summer, 25 students completed the program. That cohort successfully became MSA students in the fall, with many securing competitive internships through Isenberg’s Chase Career Center. “We will follow up with the firms to see how those internships pan out,” notes Isenberg Director of Professional Programs for Accounting Jeanne Bagdon. All of the Transitions students, she adds, have joined or plan to join Isenberg’s MS in accounting program. “We launched the Transitions Program in response to the high number of MSA inquiries from individuals with nonaccounting backgrounds. A lot of folks are looking to change careers into accounting,” she remarks. “Many in the industry value accountants with specialized backgrounds or professional experience in other industries like, for example, health care.”

PROGRAM NEWS

MSA PROGRAM GROWTH

2015

Total new student admissions New students admitted from outside the Isenberg School

67

109

158

12

35

82

2016

2017

15

MAKING DIFFERENT IMPACTS. SHARING A COMMON DRIVE.“My clients never want to see me again. If they see me, that means they have a problem.” Tony Jordan on Forensic Accounting

drivethedriven.com

ALUMNIPROFILENUMBERS DON’T LIE. BUT THEY MIGHT TELL YOU WHO DID.The basic definition of forensic accounting is the application of accounting in a legal context. As Ernst & Young Partner and Isenberg alum Tony Jordan tells us, it’s a valuable practice, but not always an appreciated one. “It’s an interesting world”, he says, “because my clients never want to see me again. If they see me, that means that they have a problem. You don’t want to see the fireman at your house either, right?”

In many ways a combination of CPA and CSI, forensic accounting uses accounting principles to answer questions that could lead to the discovery of a simple bookkeeping error, or implication of something far more serious – like fraud. It’s a

growing field that draws from practitioners with a variety of skills, as Tony explains. “I think the most exciting part of our business is combining the many things our talented people do. So whether it’s combining an accounting skill set with data analytics, or cybersecurity expertise, or whatever. Combining all those skill sets to bring solutions to clients – that’s what’s really exciting.”

The variety of accounting options at Isenberg gives our alumni that in-demand diversity. It’s one reason growing numbers of Isenberg alumni are entering into forensic accounting every year, and are in high demand, which doesn’t surprise Tony at all.

“Being driven, to me, is not that you’re just taking a set of goals and running ahead with those. It means that you’re constantly looking for change, and to make things better. It’s a big reason why Ernst and Young is one of the biggest employers of Isenberg students. As a big four firm, we recruit at hundreds of colleges all over the country. And we routinely go back to Isenberg, because of the quality of the students, and the quality of the education they get. Isenberg does a great job of having the different disciplines, so we see some valuable skill sets. And those are the types of people that we want to hire every day.”

TONY JORDAN ’95 BBA

PHOTOGRAPHY

CAMPAIGN: PHOTOGRAPHY STYLE

PHOTOGRAPHY STYLE

Photography is the anchor of the Isenbergbrand. It is important to choose the right photo for the piece to ensure the appropriate message and energy is being conveyed.

Do:

Choose an image with a singular focus and minimal background interference.

Choose an image with ample natural light, or enough lighting contrast to achieve the desired brightness when editing.

Look for simple compositions. Multiple subjects is okay, but the image itself should not be overly complicated with people and/or background.

Choose imagery that feels empowering, strong, and positive.

Don’t:

Choose imagery that is overly dark or lacks inherent contrast. For example: dark clothing in front of a dark background.

Choose imagery that is grainy or low-quality.

Choose imagery that feels staged. Note that there are situations when a posed photo is required, but it should be avoided if possible.

CAMPAIGN: PHOTOGRAPHY TREATMENT

PHOTOGRAPHY TREATMENT

The black and white photography treatment focuses on high contrast and clarity. There is a specific way to achieve this appearance in Photoshop. Follow these guidelines when converting photos to black and white.

In order to achieve the high-exposure, high-contrast effect, use the Camera Raw Filter in Photoshop. To do so, the image layer must be converted to a smart object and remain in RGB mode.

1. Convert your image to grayscale, and manually adjust the colors to lighten/darken specific color tones if needed.

2. After making color adjustments, toggle to the left and adjust exposure, contrast, highlights/shadows, and clarity.

THANK YOU.

style guide - isenberg school of management...alternate gothic should be used mainly for headlines...

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