1Brand Guidelines

Brand Guidelines

2 Olds College

The contents of our brand Our image ........................................... 8logo and standards .............................................................................. 10 brand extensions ................................................................................. 12 sub-brands ............................................................................................ 13 partnerships .......................................................................................... 14 event and campaign wordmarks ...................................................... 15 colours .................................................................................................... 16

Our design elements ........................ 18brand personality ................................................................................. 19 typography ............................................................................................ 20 design trends ........................................................................................ 22

Our applications ............................... 24business cards ..................................................................................... 26 email signatures .................................................................................. 27 letterhead, envelopes and folders ................................................... 28 presentation templates ...................................................................... 30 pop-up banners ................................................................................... 31 advertisements ..................................................................................... 32 merchandise ......................................................................................... 33 digital signage ...................................................................................... 34 website .................................................................................................. 35

Our audience .................................... 36media inquiries and interviews ......................................................... 37emergency and crisis communication ............................................ 38 social media .......................................................................................... 39

2 Olds College

3Brand Guidelines

What is our brand?

Our brand is who we are. It is what we do and why we do it. It represents our values, our vision and our mission.

It is our promise to our students, our peers and our community to strive for excellence.

Brand is not only comprised of logo and design. It includes our visual identity, promotional strategies, marketing, customer loyalty and media perception.

Why is our brand important?

Having a consistent brand is crucial. Our brand is how the community perceives us.

Each time our brand is viewed, heard, or interacted with, we have the opportunity to strengthen public perception of Olds College.

Logo

Design

Loyalty

Identity

Strategy

Marketing

Media

Olds College Brand

4 Olds College

Our history is the foundation of our brand

Est. 1913. Our 100+ year history is rooted in values and traditions still upheld today including small class sizes,

specialized training and extension education.

Olds College is the leading agricultural College in Alberta. Students across Canada, and around the world come to experience the College’s unique brand

of quality education.

As we look to the future, and as Canada’s population grows, Olds College and its programs will continue to advance and adapt to meet the changing needs of industry and entrepreneurs.

We are dedicated to being at the forefront of technology, with an emphasis on hands-on training, applied research, and high-tech learning.

5Brand Guidelines

Our brand is quality education

We proudly offer programming in:

Our Olds Campus is diverse in its landscape and facilities which consists of farming operations, plus a variety of other facilities, situated on over 2000 acres of land and houses most of our programs.

Our Calgary Campus, located in the heart of downtown Calgary, houses The Fashion Institute by Olds College, a 30,000 square foot space, located in the Bow Valley College South Campus.

• Agriculture

• Animal Science

• Business

• Equine

• Fashion

• Plants & Horticulture

• Land & Environment

• Food Production & Service Industry

• Trades & Apprenticeships

• Transitional Employment

• Continuing Education

5Brand Guidelines

6 Olds College

Our brand is our Vision

Olds College shall be the premier integrated learning and applied research community specializing in agriculture, horticulture, land and environmental stewardship.

and our Mission

Our Mission is to create an environment for learning, inquiry, partnership and communication that supports our students, our employees and our communities in the service of society.

and our Values

Olds College values the empowerment of learners, rural community development, teamwork, and continuous improvement.

7Brand Guidelines

“Olds College stands firmly upon the foundation of a

Commitment to Excellence and we challenge our

graduates to build their legacy on the same foundation.

Excellence, whether individual or organizational, does not

happen by chance.”

Dr. H. J. (Tom) Thompson Past President, Olds College

7Brand Guidelines

8 Olds College

Our image Each time you display the Olds College logo,

you are building brand recognition and increasing our public profile.

Consistent use of typography, colours, name recognition and similar powerful visual images, cultivates a strong brand identification.

8 Olds College

9Brand Guidelines

Our institutional logo identity

The Olds College logo is comprised of four elements: the long-standing name word-mark, the traditional gold wheat leaf, the red maple leaf and our date of establishment.

To maximize impact and visual recognition, it is preferred that the logo be placed on a white background. If this is not possible, we have provided variations for use over a photo or solid/tinted background.

Our logo should not compete with typography, graphic elements and surface edges.

Size specifications

It is important our logo can be easily recognized at first glance on each aspect representing the College. For legibility purposes, we request the logo be no smaller than 1.5 inches or 108 pixels wide.

Clear zone

The clear zone enhances the recognition of our brand as it allows the logo to stand out from the presentation, designs, advertisement. The clear zone boundary illustrates the minimum area that should surround the logo. This boundary will be proportionate to the height of the words 'Olds College' in the logo and will vary depending on size. OLDS COLLEGE

OLDS COLLEGE

OLL

EG

OLL

EG

10 Olds College

Primary logo

Main logo used in full colour on a light coloured

background or photo.

Primary logo (reverse)

Main logo used in full colour on a dark coloured

background or photo.

Alternate logo

When full colour use is not possible or effects visual

clarity, this two colour logo may be used.

Alternate logo (reverse)

When full colour use is not possible or effects visual

clarity, this two colour logo may be used.

Alternate logo

When full colour use is not possible or effects visual

clarity, this one colour logo may be used.

Alternate logo (reverse)

When full colour use is not possible or effects visual

clarity, this one colour logo may be used.

10 Olds College

11Brand Guidelines

Do not separate or alter any elements.

Do not change fonts.

Do not change colour.

Do not change transparency, tint or shade.

Do not make 3-D, add textures or effects.

Do not place on an angle.

Do not resize disproportionately or skew.

Do not use logos that knock out a coloured background.

Do not use low resolution file formats.

OLDS COLLEGE

Examples of how NOT to use the logo

Please take care to use the logo exactly as provided and follow these key examples on how NOT to use our logo.

11Brand Guidelines

12 Olds College

Brand extensions

It is important that we clearly represent our institution’s presence and strength through our brand recognition. All areas of the College are required to comply with the visual identity system.

Individualized brand extensions may represent schools, departments, programs, buildings, clubs, etc. The extension can be added to any of the color variations of our institutional logo.

Please contact Corporate Communications & Marketing to request a Olds College logo brand extension.

Olds College Centre of Innovation Ag Mech Club

12 Olds College

Hospitality and Tourism Management

13Brand Guidelines

Sub-brand logos

The Olds College sub-brand is a linked entity of the College. These four divisions have a commercial or enterprise component and must follow all other Olds College

brand guidelines (use of typography, colour, etc).

It is critical that we adopt consistent use of the Olds College institutional logo, brand extensions and sub-brands to build a strong and recognizable identity. This reinforces to our students, staff, faculty,

partners, donors, community and global friends that our units work together on behalf of common goals.

Corporate Communications & Marketing will oversee the development of sub-brands.

13Brand Guidelines

14 Olds College

Partnerships

Olds College is proud to work directly with our independently operated partners towards a shared vision. We recommend that our Olds College logo be used in conjunction with our joint venture partners' logos

to showcase our united appearance and enhance brand recognition. Below are a few examples of our partners.

15Brand Guidelines

Wordmarks for events & campaigns

College fundraising, student activity campaigns or annual events can use a designed graphic wordmark along with our institutional logo. This can help leverage your activity and make your event consistent.

These wordmarks must include the Olds College logo in all marketing material.

Corporate Communications & Marketing will oversee the use and development of College event and campaign wordmarks.

Aa

at Olds College

thetomorrow

16 Olds College

Primary corporate colours

At first glance, colour can give character and provide a sense of emotion and mood to a brand.

Our corporate colours are rooted in our rich 100+ year history.

Gold: Rural roots in our original agricultural logo, wheat and sun.

Burgundy: Proud Canadian 100+ year history, passion and fire.

Although we have black in our logo, we would prefer to use charcoal where possible for body copy.

We want to stand out, and this gives us a modern feel on our white backgrounds.

GoldPantone 124 C

# EBAA20

CMYK: 7 | 35 | 100 | 0

RGB: 235 | 170 | 32

BurgundyPantone 188 C

# 7A232E

CMYK: 33 | 92 | 74 | 38

RGB: 122 | 35 | 46

Black Pantone Black C

# 231F20

CMYK: 0 | 0 | 0 | 100

RGB: 35 | 31 | 32

Charcoal Pantone 425 C

# 58595B

CMYK: 0 | 0 | 0 | 80

RGB 88 | 89 | 91

17Brand Guidelines

Secondary colours

The secondary colours are not part of the corporate brand and are subject to change as design trends dictate (usually every two to three years). This change refreshes our appearance and stays current with our

audience. These colours have been carefully chosen to market Olds College moving forward in 2017 to 2019.

Much like our programs, our faculty and our students, these bright colours are unique and diverse. They complement each other, and have the ability to stand on their own.

They pop on white backgrounds, giving brand impact and were chosen to work with design trends. Each one can be a photo overlay and work with either charcoal or white copy.

This modern, fresh, jewel-tone palette represents our Olds College multi-faceted elements or ‘gems’.

EmeraldPantone 7489 C

# 73A950

CMYK: 61 | 14 | 92 | 1

RGB: 115 | 169 | 80

AquamarinePantone 7459 C

# 4296B4

CMYK: 51 | 20 | 5 | 0

RGB: 66 | 150 | 180

CitrinePantone 1375 C

# F89C1D

CMYK: 0 | 45 | 99 | 0

RGB: 249 | 157 | 30

AmethystPantone 2655 C

# 9178B6

CMYK: 46 | 57 | 0 | 0

RGB: 146 | 121 | 183

TurquoisePantone 326 C

# 00B0AA

CMYK: 76 | 5 | 39 | 0

RGB: 0 | 176 | 170

Emerald: Nature, growth and renewal.

Aquamarine: Balance, stability and earth.

Citrine: Expanding knowledge, innovation, research, enthusiasm and optimism.

Amethyst: Diversity, transformation and creativity.

Turquoise: Wisdom, emotional balance, intuition and loyalty.

18 Olds College

Our design elements Consistent brand is created with multiple design elements including:

brand personality, typography, use of icons and photography selection.

By utilizing similar design elements we create a unified design and the Olds College brand can be recognized at a glance.

18 Olds College

19Brand Guidelines

Brand personality

We strive to build an atmosphere of excitement around Olds College.

We are passionate about our students, just as they are passionate about their education.

We want the public to relate to the excitement we have watching our future leaders impact the world.

19Brand Guidelines

20 Olds College

Typography

Using the same font style consistently across campus helps build brand. The public is able to recognize College material at a glance and reduces message confusion.

Our font was selected to provide great legibility at both small and large scale with various options for weights and thickness.

The official Olds College typeface family is Helvetica Neue LT Std. It is recommended to use Helvetica Neue LT Std (Bold, Heavy, or Black) for headings

and to use Helvetica Neue LT Std (Light, or Roman) for body copy.

There is flexibility in font selection for main headlines on event posters or campaign pieces but this exceptional usage should be limited to headlines.

21Brand Guidelines

Examples of headings options (Helvetica Neue LT Std)

Bold ItalicHeavy ItalicBlack Italic

Condensed Bold ItalicCondensed Heavy ItalicCondensed Black Italic

Examples of body copy options (Helvetica Neue LT Std)

Light ItalicRoman Italic

Medium Italic

Condensed Light ItalicCondensed Roman Italic

Condensed Medium Italic

22 Olds College

Olds College design trends for 2017 - 2019

1. White space.

We want to highlight our brand and a white, clean, simple background will allow our message to stand out. Our logo should be showcased in the centre for the largest IMPACT on a white background.

2. White headline text on solid colours & colour overlay over photos.

Each colour was chosen to represent an aspect of Olds College. These colours refresh our brand and give the public a new view of the College.

White text and colour overlay on images varies from traditional marketing materials and sets us apart.

3. Icon use.

Our campus was first to offer education with a gamified app and are proud to have been named an Apple Certified campus. Our students are tech savvy and we want to appeal to that generation.

The use of icons showcases our technology endeavors and enables our students to relate to graphics they see daily. To ensure these icons are used to support your message and not overpower it,

we recommend icons be used at an average height of 30 pixels.

4. Bright and welcoming image selection.

We are proud of our bright and welcoming environment and images are the perfect opportunity to showcase our campus.

Our programs have hands-on, practical training, often in an outdoor environment. Large, authentic and interactive photos that are bright with low contrast will enable the viewer to relate and feel engaged.

5. Angled photos.

We think out of the box. And so should our designs.

Photos with angled lines are unique and push traditional boundaries. It sets us apart from other institutions and creates instant brand recognition.

23Brand Guidelines

Clean, clear white space reduces noise and increases impact.

Solid colour blocks with white headlines.

Colour photo overlays.

Use of icons provides a modern technology element.

Light, natural photos with angled edges.

24 Olds College

Our applications

Olds College should be recognized instantly across all of our materials, both printed and digital.

This is most effectively done with similar and consistent designs. Utilizing templates creates the consistency to produce

a distinguishable and unified brand.

We have several examples available for College branded applications, including: stationary, templates, pop-up and advertising examples,

merchandise guidelines, digital signage and website use.

24 Olds College

25Brand Guidelines 25Brand Guidelines

26 Olds College

Name Name, Initials

Title or Position Department, Program or School

123.456.7890 | email@oldscollege.ca Experience more oldscollege.ca

@oldscollege

olds.college

olds college

Experience more oldscollege.ca

@oldscollege

olds.college

olds college

Business cards

Not only does your business card provide information to others, it's the first impression of our brand. Your business card not only promotes yourself but also the Olds College brand.

The goal of our business card is to leave an impression. Our cards are designed to help start conversations, and hopefully will be shared with others. Our cards are also made with quality in mind -

the same quality we have in our institution, our education and our staff, faculty and students.

The corporate logo must be used on the front of the card, without brand extensions, wordmarks or partnership logos. Sub-brand logos may be used on the back side of the card if requested.

To order business cards, please visit oldscollege.ca/communications.

business card example (front & back)

27Brand Guidelines

Email signatures

Your email signature is your digital business card and is a key element in reinforcing our brand. It should follow your email messages to identify your role at Olds College.

It provides validity to your input in the conversation and connects you to the subject matter.

Similar to your business card, your email signature should not contain any tag lines, quotes, colours, images or wording, other than the email message followed by your signature and any attachments.

Having consistent email signatures creates a unified image of our Olds College employees. Sub-brand logos can be used in signatures, but must be accompanied with the Olds College logo.

To set up your email signature, please visit oldscollege.ca/communications. Sub-brand logos can be used in conjunction with the main College logo on signatures.

Please contact Corporate Communications & Marketing to receive the template.

email signature template

First and Last Name, CertificationTitle / PositionDepartment, Olds College

Phone: 123.456.7890 Cell: 123.456.7890 email@oldscollege.ca

Experience more: oldscollege.ca

@oldscollege olds.collegeolds college

First and Last Name, CertificationTitle / PositionDepartment, Olds College

Phone: 123.456.7890 Cell: 123.456.7890 email@oldscollege.ca

Experience more: oldscollege.ca

@oldscollege olds.collegeolds college

28 Olds College

Letterhead, envelopes and folders

A unified brand can be emphasized using consistent stationary templates, promoting professionalism and visual recognition of the College.

At the core, we are educators and value our students, with a common purpose of creating outstanding graduates. Without our students, we would not exist - that is why we showcase the image of a graduate.

Toll-free: 1.800.661.6537 info@oldscollege.ca

4500 - 50 Street Olds, Alberta, Canada, T4H 1R6

345 - 6 Avenue SE Calgary, Alberta, Canada, T2G 4V1

Experience more: oldscollege.ca @oldscollege olds.collegeolds college

envelope example (front & back)

29Brand Guidelines

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The Fashion Institute by Olds College 345 - 6 Ave SE Calgary, AB, Canada, T2G 4V1 | Bow Valley College South Campus (7th Floor) P: 403.697.6130 | F: 403.697.6131 | E: fashioninstitute@oldscollege.ca Experience more: oldscollege.ca

Em re praten labo, Udis veliatibea verum fuga. Officatur, corum qui cus volluptae. Ut assed quias et eum non por abores et vit, consequam aut quias volectem aspeliti corum rem digenim agnisit, santio. Agnate et quae num faccabo rerovit fuga. Agnim imagnis dusamusciis postias elibus verum velest el et volestis ullitatio odi in ratume nihit, omnita atat. Vit, utat. Solente porio. At am rerchit audandam, sinctorectur re sunt eat occusdametur ad que cullut hiciam essuntur repudi ut fugiasimus ese verovid elibus exceptat voluptassunt ipicid eumquisque quo eost, aut am quaspis ipicips aperfero conecti natam re abor mos am quias dolorro cusciuribus magniate et mo el id quam, conetur, officitaepro blaccus et aute natibus apelenda cone alit ex experibeatur sint voluptatemo quidita tiumend aeperate nullacc aborendio optatiures dolores adipsandi nis debis exerspi tasiminum que placeaquo blantium sinullo riaturio omnihitibus dolenduntur? Quidescit, voluptatur sinveles is explabo riosanda sed qui ullabo. Aria int. Ic to mi, volores quam, occus am dunt eos accatus dolorae veris eturibu stisciassus cus exero tem que et voluptaquas sin corpore eosapiet alit provid que sit unt delition cus dolum doluptus inctet illiquia conseque pelit, nonsedi tatiis del id que none porent et labor ma des exceraerita velliquas dundigendi nest aceatia pa necta suntus, consequam lam laborep erioritio. Am, odipsanda santem et od molupta as voluptatium faccaes equibus acesti bla id molupti oditi dolesequi blaut dite consecerit am non nos volupta tectium haritisim voluptatium quame doles dolorporit lit quat de nihic temperferum vollorporro eturia duci tem harumet que prae illoreius, qui idebiscimus.

Olds College The Fashion Institute by Olds College 4500 - 50 St Olds, AB, Canada, T4H 1R6 345 - 6 Ave SE Calgary, AB, Canada, T2G 4V1 P: 1.800.661.6537 | 403.556.8281 P: 403.697.6130 | F: 403.697.6131 F: 403.556.4711

Folder example

letterhead example (corporate & sub-brand option)

30 Olds College

Presentation templates

Using a branded PowerPoint template ensures consistency in logos, colours and images. It also creates unity for your audience between your presentation and our online and print presence.

You can access our corporate PowerPoint template online at oldscollege.ca/communications.

The Vision of Olds College Olds College shall be the premier Canadian integrated learning and applied research community specializing in agriculture, horticulture, land and environmental management.

Leading the future

Innovation • applied research partnerships

to enhance rural economic development

• areas of focus, including: environment, turfgrass, apparel,

crops and horticulture

Excellence • environment for learning, inquiry

partnership and communication

• supporting our students, our employees and our communities in

the service of society

• recognized for a variety of national and prestigious awards

Future • programs will advance and adapt

to meet the changing needs of industry and entrepreneurs

• international reputation growth, spearheading projects in more than

30 countries

PowerPoint slide examples

31Brand Guidelines

Experience more: oldscollege.ca

@oldscollege olds.collegeolds college

Experience more: oldscollege.ca

@oldscollege olds.collegeolds college

Agriculture

Equine

Service Industry & Food Production

Business

Horticulture

Trades & Apprenticeships

Animal Science

Fashion

Land & Environment

Experience more: oldscollege.ca

@oldscollege olds.collegeolds college

Equine Reproduction Technician1-Year Certificate | October Start Blended Online & Olds Campus

Large-scale design (pop-ups)

Often, large-scale promotional materials are needed for events, such as tradeshows. These designs have a limited window to grab attention and create a unified brand.

Please contact Corporate Communications & Marketing for assistance.

pop-up banner examples

32 Olds College

Advertisements and marketing

Brand unity is a necessity with the public exposure your marketing campaign will gather. Multiple advertisements with a similar design will make your message memorable.

Please contact Corporate Communications & Marketing for assistance.

advertising examples

33Brand Guidelines

Merchandise and promotional material

A great avenue for Olds College branding includes merchandise and promotional material. These items create a living, moving, Olds College billboard.

To effectively display our Olds College pride, we must ensure our logos are used consistency, following brand guidelines on pages 9 - 15.

merchandise examples - logos must be used in whole and not separated

34 Olds College

digital highway sign example

Digital Signage

Interior LCD screens: several screens across campus have been implemented to share College information with staff and students, including: program information, student support services, campus news and events.

To ensure your messages are being shared consistently on campus, templates located in the Revel system, should be utilized. Contact Corporate Communications & Marketing to have your content displayed as part of a campus wide loop.

Exterior digital (highway) sign: is maintained by Corporate Communications & Marketing to ensure content is regularly refreshed and brand templates are utilized. The sign's primary purpose is to advertise College programs, events and

key messages to the general public. Priority will be given to content that promotes recruitment activities, programs and courses, College hosted public events and Olds College learning enterprise ventures (Brewery, Meat Store, Greenhouse).

Olds College partners may display event information (space dependent) if the event is taking place on campus.

35Brand Guidelines

proposed website example

Website

The website is one of the College’s primary marketing and communication tools. Representative of our brand and purpose of our organization, the main objective of the Olds College website is to be the key recruitment tool for the College. The website also provides an avenue for the College to share stories, news and events with potential students and their parents, current students,

alumni, donors and the general public.

A redesign of the existing website is currently underway. Corporate Communications & Marketing is moving towards a unified web editing protocol that will ensure content on the website is always up to date

and correct. The new look of the website will convey professionalism, be clean, concise and allow our audience easier, simpler access to the information they need, while following brand guidelines.

36 Olds College

Our audience Through the use of traditional and social media we generate dialogue

around our brand to the majority of our external audience, whether online or through print avenues.

Media and social media can enhance our image with strong interactions and consistent messaging. It is beneficial to follow media and social media procedures

to ensure the correct dialogue is received and distributed to our audience.

This clearly defines and actively states our image as a quality institution while increasing awareness and strengthening our brand.

36 Olds College

37Brand Guidelines

Media inquiries and interviews

Corporate Communications & Marketing should serve as the initial contact point for all media inquiries. This ensures that we present ourselves effectively and in a manner that meets both College and media interests.

When media is on-site, a member of the Communications team must accompany them. If you are contacted directly by a reporter, please let a member of the Communications team know immediately

and we can assist you. We can help you maximize the opportunity by focusing on key messages, verifying information, and helping avoid the chance that information you provide might somehow be misconstrued.

All Olds College media releases, advisories, public service announcements and media events must be coordinated through the Corporate Communications & Marketing department. If you have a story that you

would like to pitch to the media, please contact us.

38 Olds College

Emergency and crisis communication

Olds College is committed to supporting the welfare of its students, faculty, staff and visitors. To provide guidance during an emergency, the College has created an Emergency Response Plan (ERP).

The Crisis Communications Policy supports the ERP and provides direction on how communications should be conducted during an emergency or crisis.

Olds College is committed to providing timely, accurate and frequent messaging during an emergency or crisis. How Olds College responds and communicates during an emergency or crisis has a direct impact to our

reputation and brand. We encourage you to review the Crisis Communication Policy online.

The OC Emergency App is designed to help students, faculty, staff and visitors stay informed and safe in the event of an emergency situation at Olds College. We strongly encourage you to download the

OC Emergency App on your device. Learn more at oldscollege.ca.

download the OC emergency app

39Brand Guidelines

common social media channels

Social media

We recognize the value of using social media to tell our story, engage in dialogue, measure public sentiment and strengthen our brand. Social media mentions and sentiment have a direct and profound

impact on the brand and reputation of the College. The primary objective when using Olds College social media channels is to provide an instant, interactive channel for the distribution of information

about our programs, news and events.

The Corporate Communications & Marketing Department creates and manages Olds College’s moderated social media sites. If you wish to contribute content to our social media feeds, contact the Corporate

Communications & Marketing Department.

For more information on social media use, please refer to the social media policy online at oldscollege.ca. For assistance, please contact Corporate Communications & Marketing.

39Brand Guidelines

Olds College

Contact Corporate Communications & Marketing for brand assistance.communications@oldscollege.ca | 403.556.4760

Experience more: oldscollege.ca/communications

Oct 25, 2017