Graphic Standards

ManualUpdated on May 2012

Introduction

Introduction A critical part of Victoria College’s public image is its graphic identity. It is essential for VC to project a clear, unified image in all print and electronic communications. Everything in this manual reflects VC’s Brand Positioning Statement below.

Please review VC’s Graphic Standards Manual prior to creating any communications materials for public audiences. To ensure compliance with VC’s graphic standards, send a copy of all print and electronic communications to a member of the Marketing & Communications Department for approval prior to distribution. Name Phone Number E-mail Darin Kazmir 361-582-2417 Darin.Kazmir@VictoriaCollege.edu Tisha Sernadel 361-582-2416 Tisha.Sternadel@VictoriaCollege.edu Julian Cavazos 361-572-6456 Julian.Cavazos@VictoriaCollege.edu

Brand Positioning Statement

“Victoria College is a respected community partner. Our supportive faculty and staff provide educational, cultural, and social opportunities for career development, university transfer and personal enrichment in a friendly environment. We are dedicated to the success of our students and our community.”

2

Logos

• Victoria College Wordmark.................................

• Old Wordmarks No Longer Used.......................

• Official VC seal...................................................

• VC Pirate.............................................................

Color Palette..................................................................

VC Arch.........................................................................

Photography Style........................................................

Typography...................................................................

E-mail Usage............................................................... Sliideshow Presentations.............................................

Templates....................................................................

Stationery.....................................................................

Business Cards and Name Badges.............................

Table of Contents

3

Dear VC Faculty and Staff, Victoria College has an outstanding reputation due to our ability to educate and provide services to students. Still, we want to draw in more students to attend VC. In order to do that, potential students need to be able to identify the College.

One way that VC is recognized by the public is by its visual identity. Our wordmark, our Pirate mascot and graphic style all represent our institution. To help our community recognize the college, it is important that all of these elements be consistent when used.

I would like to present to you the Victoria College Graphic Standards Manual. This guide will help all departments be consistent with VC’s graphic style as we seek to uphold our reputation as a local leader in higher education.

Sincerely,

Dr. Tom Butler

4

5

6

7

8

9

10

11

12

13

14

15

16

Victoria College’s wordmark is the main logo for the college. This is the only wordmark employees should use in association with the college. “Notice that Victoria” and “College” are set at a specific proximity to each other that must always be consistent. Also notice that certain letters, such as the “V” and the “I” are fused together as part of the design. The VC wordmark must never be modified, altered or re-created. The wordmark must be in maroon, black or reversed in white. The wordmark is available in the Pirate Portal.

Wordmark Size When using the wordmark on documents, please size it no smaller than one inch and no larger than two inches.

To avoid stretching the wordmark, hold the shift key as you maximize or minimize the size.

VICTORIA COLLEGE

Official Victoria College Wordmark

Correct

Incorrect

Correct

4

Stretched horizontally

Stretched vertically

Typed up

Any VC wordmarks or logos on this page are no longer used. This includes anything that has:

Please only use the wordmarks as shown on page 4.

Old Wordmarks & Logos No Longer Used

5

• “The Victoria College” (Victoria College is the official name.)

• The star• The “VC” + star stacked log• The tagline “Start here. Go far.”

Official Victoria College Seal

This is the Victoria College seal, which is used for official documents such as transcripts, commencement programs and letters from the VC President. Notice the seal does not say, “The Victoria College.” Please do not alter or change anything on the seal.

Contact the Marketing & Communications department to inquire about using the VC Seal.

6

The Pirate is the official mascot for Victoria College. The mascot reflects a visual representation of VC and is used primarily to promote excitement and enthusiasm at VC’s sports games, campus events, and community events. The Pirate mascot face must only be printed in maroon or black. VC also has a full-body Pirate mascot illustration, which must not be redrawn or modified.

To inquire about using the VC Pirate, contact Julian Cavazos in the Marketing & Communications Department at 361-572-6456 or julian.cavazos@victoriacollege.edu.

VC Pirate Mascot

7

Full Body Mascot

Identity Usage

Maroon

PMS: 201C RGB: #bd1933 CMYK Coated

C: 10 M: 100 Y: 80 K: 15 CMYK Uncoated

C: 0 M: 100 Y: 70 K: 20

VioletMedium GreenDark Blue

PMS: 288C RGB: #005496 CMYK Coated

C: 100 M: 60 Y: 0 K: 20 CMYK Uncoated

C: 100 M: 50 Y: 0 K: 0

PMS: 288C RGB: #005496 CMYK Coated

C: 100 M: 60 Y: 0 K: 20 CMYK Uncoated

C: 100 M: 50 Y: 0 K: 0

PMS: 2613C RGB: #662584 CMYK Coated

C: 70 M: 100 Y: 0 K: 10 CMYK Uncoated

C: 60 M: 100 Y: 0 K: 0

Primary Palette

Warm Gray

PMS: 425c RGB: #585747 CMYK Coated

C: 0 M: 0 Y: 25 K: 80 CMYK Uncoated

C: 30 M: 0 Y: 0 K: 90

Scarlet Red

PMS: WarmRedC RGB: #ef4123

CMYK Coated

C: 0 M: 90 Y: 100 K: 0 CMYK Uncoated

C: 0 M: 85 Y: 85 K: 0

Bright YellowGold

PMS: 143C RGB: #ffc222 CMYK Coated

C: 0 M: 25 Y: 95 K: 0 CMYK Uncoated

C: 0 M: 20 Y: 100 K: 0

PMS:108C RGB: #ffe600 CMYK Coated

C: 0 M: 5 Y: 100 K: 0 CMYK Uncoated

C: 0 M: 3 Y: 100 K: 0

Secondary Palette

Color Palette

8

An important part of Victoria College’s graphic identity is the arch, which symbolizes College’s opportunities, movement and progression.

The arch can be found on items such as the VC home page of the website, VC advertisements, and all recruitment materials. Arches can be vertical or horizontal. It is important that the radius of the arch remains consistent with no modifications or alterations.

Graphic Element: The Arch

9

Photography Style

VC’s photography should feature individuals, pairs, or groups of students, faculty, staff, business partners, and alumni engaging in learning experiences or collaborative activities.

• Select focus (background blurred)• Use natural, available light• Showcase a soft play of light and shadow• Softness of lighting and use of negative space around the

focal point• Subjects should be looking into the camera to establish a

personal connection, but usually no more than one person looking directly into the camera when taking photos of groups

• Aim for 3-quarter length to chest-up tight croppings• Subjects should not appear staged or posed• Capture subjects in genuine moments, showing a confident

and positive emotion• Subjects should be offset, not centered• Usually no more than four people in a photo• Incorporate colors from the official VC pallette into the photos

through clothing, props or backgrounds:

• Dark Blue• Medium Green• Violet Red (Purple)• Orange Yellow• Bright Yellow• Maroon• Scarlet Red

10

All employees must use Times New Roman and Helvetica LT Std in all printed VC publications. These fonts are to be used for publications such as the Student Handbook, VC Catalog and all recruitment materials. Headlines are to always be in Times New Roman. The text supporting the headline must be in Helvetica LT Std.

The guidelines for typography are:

Main Heading Subheading 1 Body text. Body text. Body Text. Body text. Body text. Body Text. Body text. Body text. Body Text. Body text. Body text.

Subheading 2 Body text. Body text. Body Text. Body text. Body text. Body Text. Body text. Body text. Body Text. Body text. Body text.

Typography

Main Headings Font size: 22 pt. Font: Times New RomanSpace between lines (leading): 18 pt. preferred, but no less than 15 pt. and no more than 18 pt.

Subheadings Font size: 15 pt. Font: Times New RomanSpace between lines (leading): Between 18 - 20 pt.

Body Text Font size: no smaller than 9 pt., no larger than 10 pt. Font: Helvetica LT StdSpace between lines (leading): No more than 2 pts. larger than font size, no less than 1 pt. smaller

SampleFont size: 22 pt.

Leading: 18 pt.

Font size: 15 pt.

Leading: 20 pt.

Font size: 9 pt.

Leading: 11 pt.

11

12

All e-mail signatures should be consistent and be in the following order:

When sending external (outside the college) e-mails, employees are encouraged to follow the example on the top right:

Employees are encouraged to follow these same guidelines when sending internal e-mails.

• Employee’s name (bold), title• Department• VC wordmark• VC’s address• Phone number and e-mail address

Incorrect External E-mail

Correct External E-mail

E-mail Usage

Font size: 10 pt. Helvetica LT Std. Bold name

Department

Official wordmark

Font size: 10 pt.

• Have a white background (no wallpaper) • Only use font Helvetica LT Std or Arial. (size 10)• Only use the official VC wordmark, not

one typed up on your own• No quotes, scriptures, or decorative graphics

other than the VC wordmark as part of your signature.

13

Victoria College employees often do slideshow presentations on campus and for the community. Since each slideshow presentation reflects the College, it is important for it to have a consistent look and design, such as with the arch and approved colors from the VC color palette. The VC Marketing & Communications Department has designed a slideshow template for employees to use. Slides can be different colors, as long as they are part of the official VC color palette, as indicated in the samples to the right. Make your headline in Times New Roman and your body text in Helvetica LT Std. If you do not have Helvetica, please use Arial. See page 8 for more information about the color palette. The slideshow template is available in the Pirate Portal.

Slideshow Presentations

VC has official templates used to commmunicate with the public. These include:

All forms must be written using Helvetica LT Std. font and in size 11 pt. Please do not create your own VC form or memo.

Templates

14

• Forms • Memos• Fax cover sheets

VC’s letterhead, envelopes, notecards, and shipping labels should also remain consistent, with the VC wordmark in either black or maroon.

Letters should be in 11 pt. size font in Helvetica LT Std. The margin has already been pre-set.

A letterhead template is available in the Pirate Portal and can be printed in maroon or black. Pre-printed letterhead is also available. All of these items are available in Central Stores.

Envelopes, Notecards & Shipping LabelsStationery

Letterhead

Shipping labelEnvelope

Notecard

15

All VC employee business cards (top) and name badges (bottom) should look like the samples to the right. Please do not create or use your personally designed business card or name badge in association with Victoria College.

To order business cards, please contact the Marketing & Communications Department at 361-572-6412.

Business Cards & Name Badges

16