Graphic Standards Manual and Style Guide - Campbell University

Graphic Standards Manualand Style GuideRev. 03/24/06

AN INTRODUCTORY STATEMENT FROM THE PRESIDENTConsistency in the way we present our university to the public is importantfor a thriving institution that is growing in both quality and stature.A consistent visual identity program shapes the way key constituents viewCampbell, both now and in the future. Therefore, I am delighted to presentCampbell University’s Graphic Standards Manual and Style Guide.The process leading to the formal adoption of this Graphic Standards Manual andStyle Guide was begun by a cross-functional committee – the IntegratedMarketing Committee – representing academic, athletic, and administrativeareas of the University, and it has been formally approved by the President andthe Executive Cabinet. I am confident you join me in thanking our colleagueswho have invested many hours in this process.The transition to the new standards set forth in this manual is to beginimmediately. I fully understand there are numerous publications and projectsin the pipeline and changes would be too costly. As supplies of stationary,calling cards, brochures, etc. are depleted; they should be replaced withsupplies adhering to these standards.Thank you for your cooperation.Sincerely,Jerry M. WallacePresident

TABLE OF CONTENTS ______________________________________________________________INTRODUCTION........................................................................................1CAMPBELL UNIVERSITY’S WORDMARK AND SEAL ...................................2The Wordmark ..................................................................................2The Seal.............................................................................................2Co-branding With the Wordmark .....................................................3STATIONERY..............................................................................................4Letterhead..........................................................................................4Envelopes.........................................................................................10Calling Cards ...................................................................................12Publications .....................................................................................14OTHER APPLICATIONS............................................................................15Vehicles ............................................................................................15Signage.............................................................................................15Other ...............................................................................................15CAMPBELL UNIVERSITY’S MASCOT AND ATHLETIC LOGO ....................16STYLE GUIDE FOR CAMPUS REFERENCES ...............................................17Campbell University ........................................................................17Schools Within the University..........................................................17EXCEPTIONS ............................................................................................18

INTRODUCTION ___________________________________________________________________________________Campbell University is one of the nation’s largest Baptist universities of theliberal arts, sciences and professions. The University is comprised of the Collegeof Arts and Sciences, the Lundy-Fetterman School of Business, the School ofEducation, the Norman Adrian Wiggins School of Law, the School of Pharmacyand the Divinity School. By many measures, Campbell rates high among itscompetition and provides superior service to over 8000 students. For thesereasons, it is important the University project one clear image through acoordinated identification program. A coordinated graphics look has acumulative impact on various audiences and highlights the fact that CampbellUniversity is a multifaceted, yet unified organization.The objectives of an integrated style are:• to achieve a unified look producing a higher awareness of theUniversity and a clearer understanding of its many functions amongkey audiences;• to form a more favorable and accurate impression of the University;• to project the progressive nature of the University while maintainingits traditional academic stature;• and, to improve efficiency and reduce the cost of communications.To achieve a consistent impression, many institutions use a logo or wordmark(words used as a logo). A logo or wordmark provides a strong, distinctive andversatile graphic symbol unique to the institution. A wordmark was chosen asthe primary element to represent Campbell University because it can be easilyread and understood at a glance. The name is also the one clearly commoncharacteristic for all the schools, divisions, centers, institutes and otherorganizational parts of the University.The name, marks and image of Campbell University cannot be used to implyor suggest endorsement of any product or service not provided by the University.The University’s wordmark, seal, and other marks are registered with the UnitedStates Patent and Trademark Office and protected by law. Schools, divisions,offices, centers and other units of the University do not need approval to usethe University’s registered marks for official use. Individuals and organizationsoutside the University who wish to use any of the official marks must first obtainwritten permission to use the official marks by contacting the University’s VicePresident for Marketing and Planning at 910-893-1224.1.

CAMPBELL UNIVERSITY’S WORDMARK AND SEAL _________THE WORDMARKCampbell University’s visual identity system is centered on the University’swordmark.The Campbell University wordmark must be used on all University publications(this does not include course syllabi, student handouts, course materials, etc.).The University’s mark is to be reproduced only from an authorized originaland cannot be redrawn or modified in any way.The wordmark provides a strong, distinctive and versatile graphic symbol uniqueto Campbell University. The University’s name is the one element which all partsof the University share in common. The name, used as a wordmark, is simple,straight forward and immediately identifiable.CAMPBELL dominates the wordmark to symbolize theUniversity’s standing as a most comprehensive University.CAMPBELL is the one-word identifier for the Universityand the underlying UNIVERSITY ensures reference andfoundation to the University.Because of its academic nature, timeless dignity and ability toreflect that the University is both traditional and progressive, theletters and words are carefully kerned and spaced to provide avisual balance and a cohesive unit.The university wordmark must never be stretched or manipulatedin any fashion to fit a column or any space. The preferred placement of thewordmark is at the top of newspaper related ad formats. Appropriate white space(breathing room) around the workmark is to be considered in any design forall mediums. There should be no question in the mind of the reader that thewordmark is in the prominent position. The wordmark should never bescreened back on newsprint and should remain a solid color or reverse fromanother solid color.THE SEALThe Campbell University seal is the University’s official corporate signature.Documents displaying the University seal convey that they are officiallysanctioned by the Board of Trustees or the Office of the President. OnlyCampbell University’s Board of Trustees and the Office of the Presidentmay authorize its use.Therefore, the University’s seal is not to be used on stationery (including notecards), programs, clothing, interior/exterior signage, advertising, etc. except asauthorized by the Board of Trustees or the Office of the President.2.

CO-BRANDING WITH THE WORDMARKCo-branding is the concept of combining an icon or logo with the wordmark ina process of “sharing the brand.” In this instance, it is more precisely, combiningthe wordmark with another specified college, school or athletic icon or logo.Co-branding is of benefit to both parties as each shares the strength of the other.To facilitate the best possible utilization of co-branding, the University wordmarkhas been approved for use with the icon representing the College of Artsand Sciences, the School of Education, the Lundy-Fetterman School of Business,the Norman Adrian Wiggins School of Law, the School of Pharmacy, theDivinity School, or the Athletic Department. These are the only co-brandingconcepts that have been approved.Departments or units within or outside of these major organizational unitsshould not use other unique identifiers (icon) with the wordmark. Instead,departments or units within or outside of these major organizational unitsshould place their respective department or unit name to the left of thewordmark as illustrated on the stationery template on page 5.COLORSAll Campbell logos print 2 colors: PMS 158 and black.The following logos are exceptions, printing 3 colors, as illustrated below.87Divinity School logo:PMS 259 (Purple)PMS 873 (Gold Metallic)BlackCollege of Arts and Sciences logo:PMS 158 (Orange)PMS 111 (Green/Gold)Black3.

STATIONERY ________________________________________________________________________________________Stationery is one of the most visible and most frequently used forms ofcommunication. Stationery provides an introduction, an impression and acontinuing point of contact.All University letterhead, envelopes and business cards are to be standardizedbearing the Campbell University wordmark to provide consistent institutionalidentity.LETTERHEADWordmark: The University wordmark is to be reproduced from anauthorized original.Co-branding: When used in conjuction with an icon or athletic mark,the icon or athletic mark should be positioned on the left side of thewordmark.Information to be included on letterhead: The primary purpose of printedinformation on letterhead is to provide information for responses.The letterhead template will allow for the inclusion of the following:• Academic department/administrative unit name• Post Office Box number• Telephone number(s)• E-mail address for the department or administrative unit• Fax numbersNames and titles: Printed stationery is not to be personalized. Business cards arethe appropriate place for such personalized information.Color: Black or Black plus PMS 158 laser-compatible inkPaper: Uncoated, smooth, white laser-compatible paper 20 or 24 lb. standard #1bond is acceptable, but quality cannot exceed 25% rag. Recycled paper should begiven consideration when cost is not prohibitive and when quality is assured foruse in laser and other high-speed office printers.Engraving or Embossing: Engraved or embossed stationery requires permissionof the president of the University or the president’s designee.Letter style: For typing letters, the block style is preferred. Left justification ispreferred. The preference is for proportionally spaced type. Preferred typestylefor the body of letters is Times New Roman, Garamond, or Adobe Garamondwhen available.Monarch size: For more informal correspondence, a monarch-size stationerycould be approved.4.

.75" or3/4"6.5" or6 1/2".5" or1/2"1.5" or1 1/2"Office of the President10.25" or10 1/4"PO Box 158 • Buies Creek, North Carolina 27506 • (910) 893-1200 • www.campbell.edu5.

.75" or3/4".5" or1/2"10.25" or10 1/4"PO Box 158 • Buies Creek, North Carolina 27506 • (910) 893-1200 • www.campbell.edu6.

.75" or3/4"6.5" or6 1/2".5" or1/2"1.5" or1 1/2"Department NameGoes Here10.0 or10"PO Box 158 • Buies Creek, North Carolina 27506 • (910) 893-1200 • fax (910) 000-0000emailaddress@campbell.edu • www.campbell.edu7.

.75" or3/4"6.375" or6 3/8".5" or1/2"1.5" or1 1/2"Career Services Office10.25" or10 1/4"PO Box 158 • Buies Creek, North Carolina 27506 • (910) 893-1200 • www.campbell.edu8.

.75" or3/4"6.5" or6 1/2".5" or1/2"1.5" or1 1/2"Department NameGoes Here10.0" or10 "PO Box 158 • Buies Creek, North Carolina 27506 • (910) 893-1200 • fax (910) 000-0000emailaddress@campbell.edu • www.campbell.edu9.

ENVELOPESWordmark: The University wordmark is to be reproduced from anauthorized original.Co-branding: When used in conjuction with an icon or athletic mark, the iconor athletic mark should be positioned on the left side of the wordmark.Information to be included on envelopes: The primary purpose of printedinformation on envelopes is to provide address and return address details.The envelope template will allow for the inclusion of the following:• Academic department/administrative unit name• Post Office Box numberNames and titles: Printed envelopes are not to be personalized. Business cardsare the appropriate place for such personalized information.Color: Black or Black plus PMS 158 laser-compatible inkFonts: Academic department/administrative unit name: Garamond Semibold, 8ptPost Office Box number: Garamond Semibold, 8ptPaper: Uncoated, smooth white, laser-compatible envelopes. Standard wove20 lb. or 24 lb., but quality cannot exceed 25% rag. Recycled paper should begiven consideration when cost is not prohibitive and when quality is assuredfor use in laser and other high-speed office printers.Engraving or Embossing: Engraved or embossed stationery requires permissionof the president of the University or the president’s designee.Special Note: The standards for envelopes with the return address printed arelargely dictated by requirements from the U.S. Postal Service. Should you havequestions, please contact the University’s mail center..375" or3/8".5" or1/2"1.25" or1 1/4"PO Box 127 • Buies Creek, North Carolina 2750610.

.375" or3/8".5" or1/2"1.25" or1 1/4"PO Box 127 • Buies Creek, North Carolina 27506.375" or3/8"1.0625" or1 1/16".312" or5/16"1.25" or1 1/4"Career Services OfficePO Box 158Buies Creek, North Carolina 2750611.

.1875" or3/16".625" or5/8"CALLING CARDSWhile the design and appearance of business cards are important in providinga consistent visual identity for the University, they also provide the mostpersonal touch.Mark: The University wordmark is to be reproduced from an authorizedoriginal.Co-branding: When used in conjunction with an icon or athletic mark, theicon or athletic mark should be positioned on the left side of the wordmark.Information to be included on Calling Cards: The primary purpose ofprinted information on the calling card is to provide to provide your personalprofessional contact informationThe calling card template will allow for the inclusion of the following:.1875" or3/16"Jonathan A. WellingtonAssociate Dean of Admissions / Second Title Line Here(910)893-1753 • (800)334-4111 ext.1753Fax: (910)893-1780 • jwellington@mailcenter.campbell.eduPO Box 158 • Buies Creek, NC 27506www.campbell.edu• Name• Department (if applicable)• Title/Position• Post Office Box• Phone number (Direct dial or extension)• Personal e-mail address• Departmental and/or Non-departmental fax number• Web siteColor: Black or Black plus PMS 158 laser-compatible inkFonts: • Name: Garamond Semibold, 8pt, 9pt leading• Department (if applicable): Garamond Semibold, 8pt• Title/Position: Garamond Italic, 8pt, 9pt leading, p6 space after• Post Office Box, Phone number (Direct dial or extension),Personal e-mail address, Departmental and/or Non-departmental faxnumber, Web site: Garamond Roman, 8pt, 9pt leadingPaper: Uncoated, white 80 lb. card stock.Engraving or Embossing: Engraved or embossed calling cards require permissionof the president of the University or the president’s designee.12.

Jonathan A. WellingtonAssociate Dean of Admissions / Second Title Line Here(910)893-1753 • (800)334-4111 ext.1753Fax: (910)893-1780 • jwellington@law.campbell.eduPO Box 158 • Buies Creek, NC 27506www.campbell.eduJonathan A. WellingtonAssociate Dean of Admissions / Second Title Line Here(910)893-1753 • (800)334-4111 ext.1753Fax: (910)893-1780jwellington@mailcenter.campbell.eduPO Box 158 • Buies Creek, NC 27506www.campbell.edu87Jonathan A. WellingtonAssociate Dean of Admissions / Second Title Line Here(910)893-1753 • (800)334-4111 ext.1753Fax: (910)893-1780 • jwellington@mailcenter.campbell.eduPO Box 158 • Buies Creek, NC 27506www.campbell.eduJonathan A. WellingtonAssociate Dean of Admissions / Second Title Line Here(910)893-1753 • (800)334-4111 ext.1753Fax: (910)893-1780 • jwellington@mailcenter.campbell.eduPO Box 158 • Buies Creek, NC 27506www.campbell.eduJonathan A. WellingtonAssociate Dean of Admissions / Second Title Line Here(910)893-1753 • (800)334-4111 ext.1753Fax: (910)893-1780 • jwellington@mailcenter.campbell.eduPO Box 158 • Buies Creek, NC 27506www.campbell.eduJonathan A. WellingtonAssociate Dean of Admissions / Second Title Line Here(910)893-1753 • (800)334-4111 ext.1753Fax: (910)893-1780 • jwellington@mailcenter.campbell.eduPO Box 158 • Buies Creek, NC 27506www.campbell.edu13.

PUBLICATIONS _______________________________________________The University and its college, schools, departments, offices, etc., producehundreds of publications every year. Individually and collectively, thesepublications create an impression. To provide a consistent visual image,it is important that all publications appear as a member of a family, sharingcommon graphic elements. The identity and graphics standards, which havebeen developed, provide a visual consistency while also providing maximumcreative freedom for those designing individual publications.To provide a consistent visual image, all Campbell University publications mustadhere to the following:The University wordmark, from authorized originals, must be conspicuouslyplaced on the front cover of all printed materials. TheCollege, Schools and Athletic Department may use their respectiveicon to co-brand with the University’s wordmark on the front cover.The University wordmark must stand alone on the back cover and must beaccompanied with the following copy beneath:Buies Creek, North CarolinaJerry M. Wallace, presidentWhile the mark generally requires a buffer zone, no buffer is required to separatethe mark from a background such as a photograph on the front or back cover.On those occasions when it is necessary to separate the wordmark from abackground, the wordmark may be placed within an oval of solid color.Exceptions are made for existing newsletters and magazines that have anestablished masthead. For those publications, the University mark need onlyappear on the back as part of the return address when the University’s name isconspicuously on the front of the publication.Independent logos which depict schools, divisions, departments or organizationsshould not be used.Color: If not using PMS 158, then Black, White or Black plus PMS 158 mustbe used.14.

OTHER APPLICATIONS _VEHICLESAll Campbell University vehicles that display a logo or other signage mustconform to the University’s graphic standards program. Vehicles include,but are not limited to, trucks, cars, vans, and motorized carts.To have the wordmark installed on a vehicle contact the UniversityPhysical Plant.SIGNAGESignage is part of the Campbell University identity program. While considerationis given to such factors as donor recognition, special applications, architecturalenvironment and landscape, the outdoor/directional signage program is to beconsistent throughout the University, (including on-and off-campus sites).Consistency is maintained with the University’s identity program by usingthe University wordmark, typeface and defined colors.OTHEROccasionally there will be opportunities to display the wordmark that are notdescribed in this manual. When appropriate, the wordmark should be usedas is with the correct colors and typeface. These applications may includebanners, exhibits, displays, plaques, clothing and specialty items. Do not usethe wordmark in conjunction with any other logo(s) without permissionfrom the President’s Office.15.

C AMPBELL U NIVERSITY ’ S M ASCOT AND ATHLETIC LOGOCampbell University’s official mascot is “Fighting Camels.”Campbell University’s official athletic logo is the “Running Camel.”The Department of Athletics may, however, design and use other camels in thedevelopment of their programming.When athletic or spirit marks are used inconjunction with the University’s wordmarkas a co-brand, the athletic or spirit mark mayonly appear to the left of the wordmark.For use of Official Campbell University Markson merchandise such as shirts, hats or otherarticles of clothing and/or novelty items, producers of merchandise must contactLicensing Resource Group out of Winston-Salem, NC. Approved Campbellmarks can be accessed through the “Trademarx” system located online atwww.trademarxonline.com. Simply do a search on the main page for CampbellUniversity to see the available marks. For any other questions about the use oflogos for merchandise, please contact the Assistant Athletic Director forMarketing and Promotions at extension 4392.16.

STYLE GUIDE FOR CAMPUS REFERENCES _CAMPBELL UNIVERSITYIn subsequent references, “Campbell” or the “University” may be used.Capitalize “University” only when referring specifically to the CampbellUniversity. Never capitalize “the” before Campbell University because itis not part of the official name.Example:Campbell University was founded in 1887. This year,the University is celebrating its 119th academic year.When referring to the Campbell University, avoid the abbreviation CU unless itsusage is limited to an internal audience or it is the name of a specific program.SCHOOLS WITHIN THE UNIVERSITYSix individual schools comprise the Campbell University; each school has its ownname and identity. Therefore, it is important to refer to these separate schools bytheir specific names.Formal names are used in most University catalogs, commencement programsand other similar publications. Informal names may be used on subsequent reference.Informal names may be used on first reference in alumni magazine articles,brochures and internal publications.Please note that “the” is not capitalized in reference to any of our schools ineither formal or informal usage; however, it is acceptable to use a lower case“the” when using a school’s name in textual matter.FormalLundy-Fetterman School of BusinessNorman Adrian Wiggins School of LawCampbell University School of EducationCampbell University School of PharmacyCampbell University Divinity SchoolCollege of Arts and SciencesInformalBusiness SchoolWiggins School of Law or Law SchoolSchool of EducationPharmacy SchoolDivinity SchoolCollege of Arts and Sciences17.

EXCEPTIONS ________________________________________________________________________________________Exceptions to the policies listed in this document may only be approved by thepresident of the University or the president’s designee(s). The president hasdesignated the following to grant exceptions: John Roberson, Vice-President,Marketing and Planning.18.