BRAND & IDENTITY GUIDELINES2018

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CONTENTS

2 The Morningside Brand

4 Messaging

7 Logo Usage Guidelines

16 Color Palette

18 Typography

21 Photography

24 Athletics

29 Editorial Guidelines

UPDATED 08.13.18

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The Morningside Brand

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BRAND PLATFORM

Experience Matters

BRAND STATEMENT

At Morningside College, we place extraordinary value on the student experience: hands-on learning in the classroom, professional opportunities in the field, creating memories with friends and mentors, and competitive performances home and away. The active experiential education at Morningside provides endless opportunities for students to grow, lead, and acquire new skills for a lifetime of success. At Morningside, the student experience matters.

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Messaging

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CORE MESSAGE

Morningside provides an extraordinary,

immersive experience that challenges

students to explore their interests and

ideas, engage in a hands-on education,

build authentic community, foster

natural curiosity, and make an impact

in the world.

SUPPORTING MESSAGES

� Morningside College enrolls undergraduate students seeking an active, experiential education in 65+ majors and preprofessional programs on its Sioux City, Iowa, campus and online.

� Morningside College offers graduate students a convenient online learning platform to support their advancement and the opportunity to grow in knowledge alongside industry professionals.

� Morningside is a supportive, close-knit community ideal for students looking for the best of both worlds—small enough to provide one-on-one interactions with professors, but large enough to lead to big-time opportunities.

� Morningside students are positioned for success. With a quality education, expert faculty and staff, an engaged community, and countless opportunities for experiential learning, it’s no wonder Morningside boasts a 99% job or grad school placement rate.

� Morningside has a longstanding tradition of achievement and believes every opportunity enhances the student experience and provides a foundation for building lifelong skills of collaboration, leadership, and the pursuit of excellence.

� Sioux City, Iowa, is an ideal setting for Morningside students. It provides a smaller urban experience that is culturally rich, lively yet quiet, and full of opportunities to fulfill students personally and professionally.

� Opportunities abound at Morningside. Our students are learning—both inside and outside the classroom. We’re challenging students to think bigger, broader, and bolder.

� Students will tell you Morningside feels like home. There is a family atmosphere among our faculty and staff that quickly extends to Morningside students, giving ample opportunity to make personal and professional connections that can last a lifetime.

� At Morningside, students acquire the skills and develop a zeal to be ethical leaders, engaged citizens, and lifelong learners. We look forward to seeing you make your mark and succeed at Morningside.

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MISSION STATEMENT

The Morningside College experience cultivates a passion for lifelong learning and a dedication to ethical leadership and civic responsibility.

Our mission statement represents our primary purpose as an institution and our ultimate goal for each student at Morningside. We work every day to fulfill this mission, and strive to keep it front and center in our communications, planning, and decision-making.

The mission statement should appear on all marketing materials, documents, websites, and other information. Exceptions are permissible for materials that have major space constraints, but an effort should be made to include the mission statement if possible. At left is the correct wording and preferred format and style: DIN Next Light for the sentence text and DIN Next Medium to highlight our three core values.

When not appearing in this format, the mission should be set in italic or oblique type in a single weight (without the bold text for the values):

The Morningside College experience cultivates a passion for lifelong learning and a dedication to ethical leadership and civic responsibility.

1501 Morningside Avenue Sioux City, Iowa 51106 800-831-0806 fax 712-274-5101

morningside.edu The Morningside College experience cultivates a passion for lifelong learning and a dedication to ethical leadership and civic responsibility.

The Morningside College experience cultivates a passion for life-long learning and a dedication

to ethical leadership and civic responsibility.

morningside.edu

LETTERHEAD

BUSINESS CARD

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Logo Usage Guidelines

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LOGO

LOGO BASICS

The Morningside logo tells an important story about the institution. The font used for the “M” and the words “Morningside College” conveys the organization’s strength and classic, wholesome roots. The logo’s maroon color speaks to the rich history of Morningside and is a consistent and recognizable component of the brand to those who know and love Morningside. The two white chevrons and the maroon chevron between them that appear on the left side of the “M” represent the three tenets of Morningside College’s mission—a commitment to cultivating a passion for lifelong learning, and a dedication to ethical leadership and civic responsibility.

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LOGO VERSIONS

STACKED LOGO

The preferred version of the logo is the stacked orientation. Whenever possible, the logo should appear in two colors: Morningside Maroon for the “M” icon and black for the logo text. The logo text is set in Jenson Old Style Bold Condensed, which is reserved for the logo only and should not appear anywhere else. When it is not possible for the logo to appear in two colors, the guidelines on page 11 should be followed.

HORIZONTAL LOGO

In instances where space constraints do not allow the stacked logo to appear at an adequate size, the secondary (horizontal) version of the logo may be used. In this arrangement, the colors should be consistent with the stacked version and the vertical dividing line should be black.

NOTE: No matter which logo version is used, the appropriate artwork should be requested from the communications department. DO NOT attempt to re-create the logo under any circumstances. All use of previous logo versions should cease immediately.

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SECONDARY IDENTIFIERS

DEPARTMENT OR OFFICE NAMES

To identify a specific department, office, or other entity in combination with the logo, the name should be placed below the logo in DIN Next Regular. The text should be in title case (capital letters at the beginning of words only, not all caps, using AP Style capitalization rules), and may appear in maroon or black. It should be set at a size equal to approximately 75% the height of “College” in the logo, measured from baseline to cap height, and positioned beneath it at space equal to the height of “Morningside.”

When using the stacked logo, the identifier text should be centered. For the horizontal version, the text may be centered or left-aligned with “Morningside” and “College,” depending on what best suits the page content and layout.

Nylen School of Nursing

Department of Undergraduate Nursing

Department of Graduate Nursing

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LOGO COLOR

LOGO COLOR VERSIONS

Whenever possible, on white or light-colored backgrounds, the logo should appear in two colors: Morningside Maroon for the icon and black for the text. In applications where this is not possible or the background does not provide enough visual contrast, the logo should be presented in a single color. The maroon version is preferred on white backgrounds, black on light colors, and white on medium to dark tones. Adequate contrast should always be maintained so that the logo is clearly visible.

The logo should never appear in alternate colors, even colors from the approved palette, unless limited by available ink colors (e.g., appearing in a 2-color publication where neither ink color is black or PMS 1815).

NOTE: While stacked versions of the logo are shown here, the guidelines stated above also apply to the horizontal version.

2-COLOR / FULL COLOR

REVERSE [1-COLOR WHITE]

1-COLOR BLACK

1-COLOR MAROON

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LOGO SIZE

PREFERRED SIZE

To ensure readability and aid in recognition of the logo, we have established a preferred size range for both the stacked and horizontal versions of the logo.

For the stacked version, preferred sizes are approximately 1.5” to 2” wide. Generally acceptable sizes are between 1” and 3” wide, with a minimum allowable size of 0.75” wide.

For the horizontal version, preferred sizes are approximately 2.5” to 3” wide. Generally acceptable sizes are between 1.5” and 4” wide, with a minimum allowable size of 1.125” wide.

The size of the logo should always take into account the relationship to other elements on the page and any factors that would affect readability, such as viewing distance. Applications that require sizes outside these ranges must be approved by the communications department. For large format printing, be sure to request a proper logo format for scalability (vector artwork as an eps or pdf) to avoid quality issues.

PREFERRED SIZE: 2” WIDE

PREFERRED SIZE: 3” WIDE MINIMUM SIZE: 1.125” WIDE

MINIMUM SIZE: 0.75” WIDE

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LOGO INTEGRITY

CLEAR SPACE

To ensure the integrity of the logo and minimize competition from other visual elements, a minimum clear space must be maintained on all sides of the logo. No other text or graphics should appear inside this space. For both the stacked and horizontal versions, a space equivalent to one-half the height of the “M” icon should be given on all sides. (For the horizontal version, the dividing line may be ignored.) Exceptions for limited space or special circumstances must be approved by the communications department.

CLEAR SPACE

CLEAR SPACE

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LOGO INTEGRITY

NON-SOLID BACKGROUNDS

While it is permissible to place the logo on top of images or textured/patterned backgrounds, the background must allow the logo to be clearly distinguishable. Avoid busy, high contrast patterns or images. Use subtle patterns or textures that do not interfere with the logo or background images with low contrast. If placing over a photo, use an image that has an adequate open area which is free from critical image elements and is even in tone (e.g., areas of lawn or sky, or a blurred background of fairly consistent colors). If appropriate, edit the image by slightly darkening or lightening the area where the logo will appear. DO NOT apply a drop shadow to the logo.

ACCEPTABLE

NOT ACCEPTABLE

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LOGO INTEGRITY

UNACCEPTABLE TREATMENT

� Do not stretch or distort the logo. Always maintain the original proportions.

� Do not use alternate colors for the logo, other than as described on page 11.

� Do not use the “M” icon with alternate text.

� Do not set the logo text in alternate fonts.

� Do not add other visuals or text to the logo.

� Do not present the logo or “M” icon without the stripes.

� Do not present the stripes in alternate colors.

� Do not use the logo on backgrounds with poor contrast.

� Do not apply a stroke or drop shadow to the logo.

Morningside COLLEGE

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Color Palette

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COLOR PALETTE

PMS 1815CMYK: 16 / 97 / 86 / 54

RGB: 124 / 37 / 41HTML: 7C2529

PMS 7698CMYK: 65 / 9 / 0 / 53RGB: 65 / 116 / 141

HTML: 41748D

BLACKCMYK: 30 / 30 / 30 / 100*

RGB: 0 / 0 / 0HTML: 000000

PMS 7458CMYK: 53 / 3 / 8 / 9RGB: 113 / 178 / 201

HTML: 71B2C9

PMS 424CMYK: 30 / 20 / 19 / 58

RGB: 112 / 115 / 114HTML: 707372

PMS 122CMYK: 0 / 11 / 80 / 0RGB: 254 / 209 / 65

HTML: FED141

PMS 7744CMYK: 18 / 0 / 98 / 10

RGB: 186 / 188 / 22HTML: BABC16

PMS 130CMYK: 0 / 32 / 100 / 0

RGB: 242 / 169 / 0HTML: F2A900

*Rich black formula shown here should only be used for large areas of solid black and bold headline text.

Regular text, borders, and rules should be standard 100% black – 0 / 0 / 0 / 100.

Color is an important part of an organization’s brand, and can be a powerful tool when used effectively. At right is the approved color palette with color conversions.

The PMS colors listed here are intended for use on both coated and uncoated papers. When applicable, actual ink numbers should be specified. For 4-color or electronic projects, the appropriate color conversion should be used.

MORNINGSIDE MAROON

Morningside’s core color is maroon, identified in the palette as Pantone 1815. Maroon should be the dominant color in most materials, and special attention should be given to achieving the closest match whenever possible. Consistency across platforms and media types will help reinforce this shade of maroon as “Morningside Maroon” and build brand recognition on campus, among competing institutions, and in the community. All other colors in the palette should be considered secondary or complementary colors.

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Typography

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PRIMARY FONTS

PREFERRED TYPE FAMILIES

Two complementary type families have been chosen for official Morningside communications. Capitolina is a contemporary serif face that is ideal for long blocks of text, but also works well in headlines. The bold and extra bold weights especially have a lot of character. DIN Next is a modern sans serif that provides a nice contrast to the more traditional look of Capitolina. DIN Next is appropriate for shorter text blocks, captions, and headlines. Both type families are extremely versatile, however, and do not need to be limited to the specific uses suggested here. The broad range of styles in each family means an appropriate weight should be available for almost any application. Extreme weights (very light or very heavy) should be used sparingly and only at suitable sizes for readability. Other widths or versions of DIN Next, such as Condensed or Rounded, should NOT be used.

Use of either type family requires the appropriate font license. Both Capitolina and DIN Next may be purchased from myfonts.com.

CapitolinaAa Aa Aa Aa AaAa Aa Aa Aa Aa

Aa Aa Aa Aa Aa Aa AaAa Aa Aa Aa Aa Aa Aa

DIN Next Pro

LIGHT

ULTRA LIGHT LIGHT

BY TYPEFOLIO

BY LINOTYPE

REGULAR

REGULAR

SEMI BOLD

MEDIUM

BOLD

BOLD

EXTRA BOLD

HEAVY BLACK

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz1234567890

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz1234567890

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz1234567890

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz1234567890

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SECONDARY FONTS

ALTERNATE TYPE FAMILIES

As stated throughout this guide, consistency is key for building brand recognition. This principle applies to typography and font choices as well. Because not everyone will have our primary fonts installed, we have selected secondary and tertiary fonts to use when Capitolina or DIN Next is not available.

The preferred substitute for Capitolina is Cambria. This font comes pre-installed with many versions of Microsoft software products. If Cambria is not installed on your computer, Georgia is an acceptable alternative.

The preferred substitute for DIN Next is Source Sans Pro, a free font available from Google Fonts (fonts.google.com). To use this font, you will need to download it from the website then install it on your computer. Please contact the IT department if you need assistance with this. If installing Source Sans is not possible, Helvetica Neue (preferred) or Helvetica may be used. These fonts are very generic, however, and not a very close match to DIN Next, so should be considered a last resort.

CambriaAa AaAa Aa

Source Sans Pro

REGULAR BOLD

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz1234567890

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz1234567890

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz1234567890

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz1234567890

Aa Aa Aa Aa AaAa Aa Aa Aa Aa

LIGHT REGULAR SEMI-BOLD BOLD BLACK

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Photography

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PHOTOGRAPHY STYLE

CREATING AN IMPRESSION

Photography is one of the most effective tools we have for communicating what the Morningside experience is like. Even if a viewer does not read the content, they should get a sense of what Morningside represents just by looking at the photos. Photos can make a strong impression in just an instant, so to accurately portray the Morningside experience we want our photos to be:

ENGAGING – Morningside is a place to dive in and experience life, whether in the classroom, on campus, or in the community. Our photography should show people actively engaged in activities, learning, and each other, drawing the viewer in. Use candid-style photos for marketing materials and reserve portraits for testimonials or features.

PERSONAL – Caring relationships and personal connections are central to life at Morningside. Images should reflect the personal attention of faculty and staff and genuine friendship among students.

AUTHENTIC – Students are savvy and can easily spot a fake. Photography should reflect the character and diversity of the student body and avoid looking staged. No more than 50% of students should be wearing Morningside apparel.

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COMMUNICATING QUALITY

To position ourselves as a high-caliber institution, our photos must also be high-caliber.

� Use professional photography whenever possible, with good lighting and visual composition.

� Photos should be in focus and at the appropriate resolution for the designated application so they do not appear pixelated. Typically, this means 300 dpi at full size for print, and 72 dpi for digital applications, though some modern screens require higher resolution for digital graphics.

� Photos should never be scaled up (made larger) as this degrades the image quality, they should only be scaled down. If an image has been sized down and a larger version is later needed, always go back to the full-size original.

� When working with jpeg files, always choose the highest quality setting when saving to avoid compression issues. If there are file size restrictions, use the highest quality possible that meets the requirements.

IMAGE QUALITY

GOOD LIGHTING

HIGH RESOLUTION

POOR LIGHTING

LOW RESOLUTION

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Athletics

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ATHLETIC LOGO VERSIONS

MUSTANG LOGO

The primary logo for all athletics is the Mustang illustration with “Morningside Mustangs” text. Whenever possible, the logo should appear in Morningside Maroon and black. The text is set in DIN Next (“Morningside”) and DIN Next Slab (“Mustangs”). The Mustang may be used without text if needed, but it is preferred for the logo to appear in its complete form. See page 27 for appropriate color treatments.

INITIAL LOGO

As a secondary option, an athletic “M” logo has been developed to allow for greater flexibility across athletic applications. The initial logo may be used with or without the text beneath. The initial logo appears in three colors: Morningside Maroon, black, and Pantone 424 (gray). In 2-color applications (black + PMS 1815), a tint of 75% black may be substituted for the gray.

NOTE: No matter which logo version is used, the appropriate artwork should be requested from the communications department. DO NOT attempt to re-create the logo under any circumstances. All logo integrity rules outlined on page 15 apply to athletic logo use as well.

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SECONDARY IDENTIFIERS

INDIVIDUAL SPORTS

To identify an individual sport, either version of the athletic logo may be used, with the name of the sport replacing the word “Mustangs.” The replacement text should be in the same font and color as the standard logo (DIN Next Slab Pro Black Italic, all caps).

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ATHLETIC LOGO COLORS

LOGO COLOR VERSIONS

Alternate logo versions are available for use on colored backgrounds. For the Mustang logo, there is a 2-color reverse version for use on maroon, and a 1-color white version for use on all other medium to dark tones. For the initial logo, only a 1-color white logo is available for dark backgrounds. In all other instances, for either version, if the standard 2-color logo can’t be used, the logo should appear in one color, either Morningside Maroon or black. Adequate contrast should always be maintained so that the logo is clearly visible.

The logo should never appear in alternate colors, even colors from the approved palette, unless limited by available ink or thread colors. In those instances, the closest match possible should be selected, and must be approved by the communications department.

2-COLOR REVERSE [WHITE + BLACK]

1-COLOR REVERSE [WHITE ONLY]

1-COLOR REVERSE [WHITE ONLY]

1-COLOR MAROON

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ATHLETIC FONTS

PREFERRED TYPE FAMILIES

Any of the approved Morningside fonts may be used for athletics materials, although the sans serif DIN Next is the preferred choice. If DIN Next is not available, one of the listed alternatives may be used. DIN Next Slab, used for the word “Mustangs” in the athletic logo, may also be used for athletics materials. The heaviest weights are suggested, but any of the weights in the families is acceptable. Use of either type family requires the appropriate font license. Both families may be purchased from myfonts.com. If a free alternative is needed, Bitter (fontsquirrel.com) is recommended, though there are limited weights available.

DIN Next Slab Pro

Bitter

DIN Next Pro

BY LINOTYPE

BY SOL MATAS

BY LINOTYPE

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Editorial Guidelines

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COMMON WORDS AND PHRASES

lifelong – not hyphenated

preprofessional – not hyphenated

co-ed – use a hyphen when abbreviated, do not use a hyphen in the full word, coeducational

residence halls – do not use the term “dorms” when referring to student housing

active, experiential learning – separate the two descriptors with a comma

SCHOOL OF ARTS & SCIENCESDepartment of Humanities

Leslie Werden, Department HeadDepartment of Natural and

Mathematical Sciences Brian McFarland, Department Head

Department of Social Sciences Jack Hill, Department Head

SHARON WALKER SCHOOL OF EDUCATIONDepartment of Graduate Teacher Education

Steve Gates, Department Head Department of Teacher Intern (Licensure)

LuAnn Haase, Department Head Department of Undergraduate

Teacher Education Janet Rohmiller, Department Head

NYLEN SCHOOL OF NURSINGDepartment of Graduate Nursing

Jackie Barber, Department HeadDepartment of Undergraduate Nursing

Mary Kovarna, Department Head

SCHOOL OF VISUAL AND PERFORMING ARTSDepartment of Art

Terri McGaffin, Department Head Department of Performing Arts

Heath Weber, Department Head

SCHOOL OF PROFESSIONAL STUDIESDepartment of Accounting and Business

Anne Power, Department Head Department of Applied Agriculture

and Food Studies Tom Paulsen, Department Head

Department of Mass Communication Dave Madsen, Department Head

Department of Organizational Management Michelle Laughlin, Department Head

STUDENT RESIDENCESDimmitt HallGarretson HousesLags HallThe PlexRoadman HallWaitt & Poppen Apartments

CAMPUS LOCATIONSAllee GymBass FieldBuhler Outdoor Performance CenterBuhler Rohlfs HallCharles City College HallDimmitt Alumni HouseElizabeth and Irving F. Jensen Softball ComplexElwood Olsen StadiumEppley AuditoriumHickman-Johnson-Furrow Learning CenterHindman-Hobbs CenterJames and Sharon Walker Science CenterKlinger-Neal TheatreKrone Advising CenterLewis HallMacCollin Classroom BuildingOlsen Student CenterRobert M. Lincoln CenterRosen-Verdoorn Sports Center

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PUNCTUATION AND STYLE USAGE EXAMPLES

commas – use a serial comma (Oxford comma) in lists of any length

dashes – use an en dash (–) without spaces for ranges; use an em dash (—) without spaces for breaks in thought. An en dash with spaces on either side may be used as a visual divider in lists, etc.

phone numbers – use hyphens as separators in phone numbers

web address – do not use “www” when listing URLs

address – spell out all words in the address unless abbreviations are required for space

numerals – use a comma separator for numbers above 999

The primary Morningside colors are maroon, black, white, and gray.

Most students at Morningside are 18–22 years old. Students can choose from six residence options—each residence has its own unique personality.

� Dimmitt Hall – Air-conditioned, social areas, kitchen upgrades, and exercise facility � Roadman Hall – Large formal lounge and game room

Office of Human Resources: 712-274-5114

morningside.edu | facebook.com

1501 Morningside Avenue Sioux City, Iowa 51106

Current undergraduate enrollment is more than 1,300 students.

Aside from any exceptions listed here, AP Style is preferred for most writing.