the bentley brand style guide...the bentley university brand in all our communications. by putting...

THE BENTLEY BRAND STYLE GUIDE

BENTLEY UNIVERSITY Marketing & Communication

Contents

Brand Anthem ................1

Brand DNA ........................2

MISSION & VISION .....................2

BRAND PROMISE ......................3

Voice & Tone ....................4

LOGOS ......................................5

LOGO USAGE ............................6

BRAND ARCHITECTURE ...........7

PHOTOGRAPHY ........................8 Undergraduate .......................9 Graduate ...............................11

PRIMARY COLOR PALETTE .....13

ACCENT COLOR PALETTE ......14

TYPOGRAPHY .........................15

INFOGRAPHICS .......................16

SOCIAL MEDIA ........................16

VIDEO GRAPHICS ....................17

For more information about Bentley Marketing and Communications or to initiate a project, please visit:bentley.edu/offices/marketing-communications


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BRAND ANTHEMLEARN TO THRIVEThe path to a successful career begins long before the interview or the degree.

Your career starts with an innovative education that cultivates entrepreneurial thinking and encourages ethical leadership.

Your career starts when you connect the classroom to the conference room, and collaborate with peers on real-world business problems.

Your career starts with a multidimensional campus life that fosters lasting social connections and inspires you to be to your best self.

Because the true measure of a successful career is a rewarding life.


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INTRODUCTION

LIVING OUR BRAND

Our brand reflects the ideas, values and qualities that define and differentiate us. It’s our cultural DNA, our heritage as an institution of higher learning, and represents the core values that unify us as a community of students, faculty, alumni and employers. It is the impression we make in every exchange and at every touchpoint; how students and visitors experience us on campus, online and in the world.

These guidelines outline the verbal and visual standards that are core to representing the Bentley University brand in all our communications. By putting these into practice, we will create a compelling and consistent brand experience that inspires students, builds on our heritage, and elevates our profile in the world.

MISSION & VISION

MISSION

To educate creative, ethical and socially responsible organizational leaders by creating and disseminating impactful knowledge within and across business and the arts and sciences.

VISION

To prepare students for success in career and in life.

Brand DNA


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BRAND PROMISE

PREPARE TO LEAD. LEARN TO THRIVE.

This is the focus of everything we do, our commitment to students, parents and faculty, and a promise to our corporate partners and alumni network that extends and strengthens our community beyond the campus.

Undergraduate Prospects. Bentley prepares you to thrive in the real world by developing the confidence to be your best self. Bentley offers an innovative education that cultivates entrepreneurial savvy, and a rich campus life that fosters a sense of community, lasting social connections among like-minded peers and the skills to thrive in career and life.

Graduate Prospects. Bentley offers a dynamic blend of innovative curriculum and real-world business experience that cultivates entrepreneurial thinking and the confidence to lead. Supported by industry-leading career services and a vast professional network, Bentley provides an on-ramp to desirable positions — and a thriving career.

Parents. With a balanced approach that focuses on curriculum, community and career, Bentley will prepare your child with the knowledge, skills and confidence to build a successful career and thrive in life.

Guidance Counselors. Named a Top Undergraduate Business Program by respected national publications and industry peers, Bentley offers a holistic learning experience that puts passion into practice, setting the foundation for success in career and in life.

Corporate Partners. Bentley students are not only highly prepared and ready to hit the ground running, they also are critical, adaptive and agile thinkers who can be-come future leaders in your organization.

Peers in Higher Education. Bentley is redefining traditional business education with innovative, integrated curriculum and leading-edge research.

Alumni and Donors. With your encour-agement and support, Bentley continues to evolve as a leader in business education. Our growing reputation for innovative curriculum, hands-on experience and a vast professional network makes a Bentley degree a great value in higher education.


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Voice & Tone

The language and tone we use in our communications should express our values as an institution, the spirit of our mission, and the personality of our brand.

The purpose of these guidelines is to help us ensure clarity and consistency in our communications across channels and formats, and create a compelling impression in the minds of our audience – wherever they encounter the Bentley brand.

TONELike a calling card or a handshake, tone sets an expectation for how audiences will experience Bentley at every touchpoint.

These words inform the visual and written tone when creating content for Bentley:

TONE WORDS

CONFIDENT

CONSCIENTIOUS

DIRECT

DRIVEN

ENGAGED

CONFIDENTSelf-assured in our ability to succeed.

Intent: n Assured n Bold n Optimistic

Examples: “Bentley prepares you to thrive in the real world by developing the confidence to be your best self.”

“Bentley offers an innovative education that cultivates entrepreneurial thinking and the confidence to lead.”

DRIVENInspired and determined to achieve something.

Intent:n Motivated n Forward Thinking

Example: “The path to a successful career begins long before the interview or the degree.”

“Bentley students are not only highly skilled and can hit the ground running, they also are critical, adaptive and agile thinkers who can become future leaders in your organization.”

CONSCIENTIOUS Wishing to do well by doing what is right.

Intent:n Accountable n Ethical n Industrious

Example: “We believe in a world in which all busi-nesses contribute positively to society through ethically sound and responsible operations.”

“Demonstrate unsurpassed leadership in advancing knowledge, stimulating public discourse, and fostering an appreciation for the importance of business ethics.”

ENGAGEDPleasant because of shared qualities, beliefs or interests.

Intent:n Personable n Upbeat n Thoughtful

Example: “Bentley offers a multidimensional campus life that fosters lasting social connections and inspires you to be to your best self.”

DIRECTGetting straight to the point, being clear in purpose.

Intent:n Straightforward n Succinct n Unambiguous

Example: “Your career starts when you connect the classroom to the conference room, and collaborate with peers on real-world business problems.”

“The true measure of a successful career is a rewarding life.”


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LOGO SIZEUse the “small” version when the blue square prints at 1.25” or smaller. It has no window-panes in the tower, so it will print more cleanly.

VERTICAL STACK SMALL (REVERSE)

HORIZONTAL (PMS 3005)HORIZONTAL STACK (PMS 3005)

VERTICAL STACK (REVERSE)

VERTICAL STACK (PMS 3005)

HORIZONTAL (REVERSE)HORIZONTAL STACK (REVERSE)

UNIVERSITY LOGOS The Bentley University logo is constructed of two interconnected parts: the shield and the typeface. It is available in different versions. The preferred version for print is vertical stack (reverse) in blue square.

Logos

UNIVERSITY SHIELD (SEAL)

SHIELD (PMS 3005)SHIELD (PMS 3005)

WITH BACKGROUND

THE CLOCK TOWER IS ALWAYS WHITE

In all instances of reversing logo or knocking out to white, please make sure the clock tower is white and the background color shows through the inside of the shield.

Downloads available: bentley.edu/offices/marketing-communications/bentley-brand/brand-assets#Logo


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Logo Usage

Don’t stretch, condense or distort the logo. Don’t add names or create secondary logos to represent a department.

Don’t alter the logo or change the colors. Don’t use as a white block on a colored background.

Office of My Department

The clock tower should ALWAYS appear white.

TO ENSURE THE CORRECT USAGE OF THE LOGO TO BE CONSISTENT WITH THE BRAND, PLEASE DO NOT ALTER THE LOGO IN ANY WAY.

Office of My Department

Never use the logo without the shield.


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Brand Architecture

BENTLEY UNIVERSITY DIVISION LOGOSThe main logo can be paired with the name of a university division or office in the vertical or horizontal format. Contact Claire Anderson ([email protected]) if you need a logo.

GRAD_VERTICAL STACK (REVERSE)

GRAD_HORIZONTAL STACK (REVERSE)

GRAD_HORIZONTAL STACK (PMS 3005

GRAD_VERTICAL STACK (PMS 3005)

GRADUATE SCHOOL LOGOThe McCallum Graduate School of Business logo is constructed of three interconnected parts: the shield, typeface and the school’s name. The preferred version for print is the horizontal stack in blue.


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Photography Overview

Photography is an important component of the Bentley brand as it instantly tells a sto-ry and helps differentiate us in a commoditized landscape. Photographs should engage viewers and be unmistakenly authentic and real, making viewers feel as if they’re part of the setting and, ultimately, the Bentley community. The following guidelines should be considered when choosing from the image repository or developing new photography:

n Tone is authentic, modern, warm, professional but not staged, approachable and energetic while capturing real human connection with a sense of place.

n Attributes include movement, soft focus, active, engaged, first-person, viewer-centric, reflective, diverse and unique perspectives.

n Composition of an image is used to tell or enhance a story. This could include cropping of that image to create additional drama.

n Messaging should be placed over a photo that works with the image composition. Use defined negative space, add color or gradient overlays to maintain readability.

ACCESS TO PHOTOGRAPHY:WebDam is Bentley’s proprietarty, catalogued, searchable photo repository. This contains all approved photography and offers downloads at various resolutions.

New photography requires a creative brief to identify primary stakeholders, subject, description of the shoot, audience, location, time and deliverables. Art direction, including visual inspiration, can be provided at this time.

To request access to Bentley’s photo repository, please contact Marketing and Communications at [email protected]. To request new photography, visit bentley.edu/offices/marketing-communications and complete a creative brief.


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Photography Style: Undergraduate

Undergraduate photography should always capture students, faculty and/or staff in real-life, candid moments where they are unaware of the camera, making the viewer feel as if they are part of the action and capture a “lifestyle.” Undergraduate images should always evoke the following characteristics: energy/vibrancy, diversity, collaboration, professionalism and confidence.


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Photography Themes: Undergraduate

ACADEMICS Learning resources, facilities and a commitment to students.

CAMPUS The Bentley campus showing the vibrant and engaged community.

REAL-WORLD EXPERIENCE Students gaining valuable work experience with corporate partners.

STUDENT LIFE Fun, lively and diverse connections define a sense of place.


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Photography Style: Graduate

Graduate “hero” photography features close-up images of confident students, alumni and/or faculty who serve as proof points for our programs. Support images are editorial in nature and capture students, faculty and/or staff in real-life, candid moments where they are unaware of the camera. Graduate images should always evoke the following characteristics: energy, confidence, professionalism, diversity and collaboration.


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Photography Themes: Graduate

PORTRAIT Expressive portraits of alumni draw viewers in.

SUPPORT Peer-to-peer learning, faculty interaction and personal growth.

EXPERIENTIAL LEARNING Career confidence and success in and out of the classroom.

NETWORKING Modern workspace with engaged dialogue.


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Primary Color Palette

The following Bentley University colors are to be used when designing print or web assets. Pantone, CMYK, RGB and HEX color are provided below. Both Pantone Matching System (PMS) coated (C) and uncoated (U) colors are the same.

PMS 3005 Coated/Uncoated

CMYK: C100 M35 Y0 K0

RGB: R0 G117 B190

HEX: #0075BE


CMYK: C100 M50 Y0 K40

RGB: R54 G83 B117

HEX: #365375


CMYK: C23 M0 Y0 K70

RGB: R123 G133 B143

HEX: #7B858F


CMYK: C10 M0 Y3 K15

RGB: R179 G196 B204

HEX: #B3C4CC



RGB: R204 G184 B45

HEX: #F0B82D


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Accent Color Palette

These tertiary colors are to be used sparingly with the primary palette. They can be used as accent colors on print pieces, on the web and work well in infographics. CMYK, RGB and HEX colors are provided below.


RGB: R178 G200 B53

HEX: #b3c642

CMYK: C40 M25 Y100 K0

RGB: R0 G117 B190

HEX: #a7a741

CMYK: C70 M0 Y36 K0

RGB: R59 G138 B177

HEX: #42b7b0


RGB: R79 G156 B150

HEX: #529b96


RGB: R249 G159 B28

HEX: #f79e31

CMYK: C0 M72 Y78 K0

RGB: R255 G110 B74

HEX: #fd6f50


RGB: R211 G65 B53

HEX: #d0433a

CMYK: C47 M13 Y3 K0

RGB: R128 G188 B230

HEX: #82bce5

CMYK: C5 M25 Y5 K0

RGB: R239 G236 B234

HEX: #efecea


RGB: R181 G180 B169

HEX: #b5b4a9

CMYK: C7 M0 Y9 K0

RGB: R235 G241 B231

HEX: #ebf1e7

CMYK: C56 M47 Y47 K13

RGB: R115 G115 B115

HEX: #737373

CMYK: C63 M55 Y55 K30

RGB: R88 G88 B88

HEX: #585858


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Typography

PRIMARY TYPEFACE

Helvetica Neue Lt Std 45 LightHelvetica Neue Lt Std 46 Light Helvetica Neue Lt Std 55 RomanHelvetica Neue Lt Std 56 Italic Helvetica Neue Lt Std 65 MediumHelvetica Neue Lt Std 65 MediumHelvetica Neue Lt Std 75 Bold

Caecilia Lt Std 45 LightCaecilia Lt Std 46 Light Italic Caecilia Lt Std 55 RomanCaecilia Lt Std 56 Italic Caecilia Lt Std 75 BoldCaecilia Lt Std 76 Bold Italic Caecilia Lt Std 85 HeavyCaecilia Lt Std 86 Heavy Italic

The primary Bentley University fonts for print and web are Helvetica Neue and Caecilia fonts. These are licensed fonts which need to be purchased for your department’s use.

fonts.com/font/monotype/pmn-caeciliafonts.com/font/adobe/neue-helvetica

SECONDARY TYPEFACE FOR WEB

This is Helvetica Neue Lt Std Condensed LightThis is Helvetica Neue Lt Std CondensedThis is Helvetica Neue Lt Std Condensed

SCRIPT TYPEFACEOur accent font is Tangier Medium and is to be used sparingly in short headlines

Tangier Medium

SURV

EY


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Infographics Social Media

LARGE HEADLINE

26COUNTRIES OFFER STUDY ABROAD PROGRAMSThis is text gnimpor porrori aer ibus daercidem eaquis excea ruptat cus alibus disque et quunt faccus alitemos sequo vitas.

14:1 STUDENT- TO-FACULTY RATIO

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HEADLINEThis is text nimpor porrori aer ibus da ercidem eaquis excea ruptat cus sequo vitas.

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HEADLINEThis is text nim por porr ori aer ibus da ercidem eaquis excea ruptat cus sequo

13% 25% 38% 50%

100+ CLUBS & ORGANIZATIONS

STUDENT LIFEAT BENTLEY

2,300 STUDENTS PLAY

INTRAMURALS

MORE THAN 20 DIVISION I & II TEAMS

GREEK LIFE: 20% OF STUDENTS

TITLEThis is text nimpor porrori aer ibus da ercidem eaquis excea ruptat cus sequo vitas eaquis

21MAJORS

30 MINORS

74%66%

Eaquis excea ruptat cus alibus disque et quunt

GET TO WORK

COMPLETE AT LEAST ONE INTERNSHIP

90%OF STUDENTS

>95%OF BENTLEY STUDENTSWERE EITHER

HIRED OR ACCEPTED TO GRADUATE PROGRAMSWITHIN SIX MONTHS OF GRADUATION

7 HIGH-TECH LEARNING LABS

EXCELLENT READS FOR YOUR FIRST MONTHS ON THE JOB

n The First 90 Daysn The New Leader’s 100-Day Action Plan

These graphics allow for use of more colors, but don’t mix too many colors on a page. The primary color palette should dominate.

Use the following when adding this information to digital or print.


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Video Graphics

As video becomes a prominent form of communication and branding for both online and social channels, consistency of formating and graphics is imperative. When creating a video it should be clear that Bentley University is the deliverer of the content and should adhere to brand identity standards.

INTRO, OUTRO LOGO OR ANIMATED LOGO STINGAll videos should end with a three-second Bentley logo or Bentley animated logo sting. The outro card can include the name of the department responsible for the video if applicable. Only use official university logos (see pages 5-7).

Other graphics, besides the ones above, may be necessary in your video. If you need to create your own, here are some rules to guide you:

n HD Pixel dimensions are 1920 x 1080.

n Use only official Bentley colors and typefaces.

n Make sure all text is easily readable.

n Use gradients and drop shadows SPARINGLY.

n Simple is always better.

TITLES, QUOTES, AND CHARTSThese graphics should be full screen using official Brand fonts and colors (see pages 13-15). Primary use of Helvetica for readability is preferred. Titles should be up for two to five seconds.

LOWER THIRDSLower thirds are used to introduce and identify people, places and things in your video. Make sure they are simple, readable and consistent.

Request video template files at [email protected].

FILE SIZESAll videos should be exported at 1080p, with a minimum aspect ratio 1920 x 1080. Preferred format MP4.


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Video Graphics: Informational

PRIMARY LOWER THIRD TEMPLATEUse this for basic information or to increase type readability over an image.

SECONDARY TITLE TEMPLATEThis is smaller type over an image. Use this for a more subtle text treatment.

WORDMARK, SEALS AND FALCON LOGOBentley University wordmarks, seals and athletics artwork may be used in video. See Brand Standards for Seal and athletics artwork for proper guidelines and make sure that the art is clear and crisp.


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Video Graphics: Aspirational

PRIMARY LOWER THIRD TEMPLATEUse this for a bolder visual statement or to increase type readability over an image.

SECONDARY TITLE TEMPLATEThis is smaller type over an image. Use this for a more subtle text treatment.

WORDMARK, SEALS AND FALCON LOGOBentley University wordmarks, seals and athletics artwork may be used in video. See Brand Standards for Seal and athletics artwork for proper guidelines and make sure that the art is clear and crisp.


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Video Graphics

As video becomes a prominent form of communication and branding for both online and social channels, consistency of formating and graphics is imperative. When creating a video it should be clear that Bentley University is the deliverer of the content and should adhere to brand identity standards.

INTRO, OUTRO LOGO OR ANIMATED LOGO STINGAll videos should end with a three-second Bentley logo or Bentley animated logo sting. The outro card can include the name of the department responsible for the video if applicable. Only use official university logos (see pages 5-7).

Other graphics, besides the ones above, may be necessary in your video. If you need to create your own, here are some rules to guide you:

n HD Pixel dimensions are 1920 x 1080.

n Use only official Bentley colors and typefaces.

n Make sure all text is easily readable.

n Use gradients and drop shadows SPARINGLY.

n Simple is always better.

TITLES, QUOTES, AND CHARTSThese graphics should be full screen using official Brand fonts and colors (see pages 13-15). Primary use of Helvetica for readability is preferred. Titles should be up for two to five seconds.

LOWER THIRDSLower thirds are used to introduce and identify people, places and things in your video. Make sure they are simple, readable and consistent.

Request video template files at [email protected].

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