V I S U A L S TA N D A R D S G U I D E

Introduction 1 elementsofthevisualidentity Wordmark 2 Tagline 2 Additionalidentifiers 3 Usingtheinstitutionalacronym 3 Signature 4 Usingasignatureasareturnaddress 4

guidelinesforusing thevisualidentity colorpalette Correctcolorusage 5 Additionalcoloroptions 5 SNUWebsitecolorpalette 6 One-colorproduction 7 Two-colorandCMYKproduction 7

specialprocesses Hot-stampingandembossing 8 Reverses 8

sizesandproportions Minimumsizes 9 Web-safeminimumsize 9 Placingthelogomark 9 Maintainingcorrectproportionswithinthelogomark 9

acceptablegraphicelementsforspecificuses TheUniversityseal 10 Theathleticlogo 11 Unacceptableuses 12-13 Typefaces 14 Photography 15 Digitalartandglossaryoffilenames 16 Recommendationsforonlinecontent 17

generalspecificationsfor stationerysystems Letterhead,envelopeandbusinesscardtemplate 18

helpfulinformation Glossary 19 Admission-onlyvisualstandardsguide 20-22

tableofcontents

Sinceourfoundingin1899,studentsfromallwalksoflifehavecometoSouthernNazareneUniversitytobuildcharacter,shapecultureandserveChrist.Inturn,thesepeoplehavetouchedthousandsmorelivesincareers,churchesandcommunitiesthroughouttheworld.

Inbothwordanddeed,ourfaculty,alumni,staff,administratorsandstudentsdothemosttocommunicatewhatmakesSouthernNazareneUniversityspecial.Yetasweshareourmessagewithotheraudiences—includingprospectivestudents,parents,alumni,churches,thelocalcommunityandthegreaterchurchcommunity—it’simportantthattheprintandinteractivecommunicationsweproducealsoreflectourvaluesandthequalityofanSNUeducation.

Thismanualcontainsspecificguidelinesandexamplesforcreatinganddesigninghigh-qualitycommunicationsonbehalfofSNU.Theseguidelines,coveringtopicsfromtheuseofourvisualidentitytoobtainingelectronicfilesandcamera-readyart,areeasytofollowandwillhelpmakeyourcommunicationeffortseasy,attractiveandeffective.

Ifyouhaveanyquestionsregardinguseofthevisualidentityorthedevelopmentofyourcommunications,pleasecontacttheOfficeofCommunicationsandMarketingat491.6600.

introduction 1

elementsofthevisualidentity

TheSouthernNazareneUniversityvisualidentityconsistsofseveraldifferentelements,describedbelow.

Note: Because the elements of the Southern Nazarene University identity have been carefully crafted, only camera-ready artwork or officially supplied electronic files of the identity should be used, unless otherwise indicated. Any attempt to recreate or “cut and paste” the art, letter forms, spacing or styling of the identity in desktop publishing will result in inconsistencies and/or loss of quality that will compromise the integrity of the identity.

Formoreinformationonusingthecorrectcolorcombinationswitheachoftheseelements,seepage5.

wordmark

Thewordmark(figure 1)istherenderingoftheuniversity’snameinourdistinctivetypeface—anupper-andlower-caseversionoftheseriftypefaceITCFeniceLight.Thisclassictreatment,coupledwiththeusageoftheinstitution’sfullname(asopposedtotheabbreviated“SNU”),emphasizesthehighqualityofaSouthernNazareneUniversityeducation.

tagline

SouthernNazareneUniversity’sinstitutionaltagline(figure 2)is“Character|Culture|Christ”.IntheUniversity’svisualidentity,thetaglineshouldalwaysberenderedinHelveticaNeueBoldCondensed,centeredbeneaththewordmark.

Thoughthereareinstanceswherethewordmarkmaybeusedwithoutthetagline,wediscourageuseofthetaglineasadesignelementapartfromthewordmark.ItsusewouldonlybeappropriatewiththeapprovaloftheOfficeofUniversityAdvancement.

Pleasenotethatadmission-specificthemesortaglines,suchas“WithinYou,”aretobeusedonlybytheAdmissionOfficeandothercollegeoffices,asassigned,insupportofadmissionactivities.Formoreinformationaboutthedistinctionsbetweenadmissionandinstitutionaltaglinesandcolors,seepages20-22.

2

fig. 1

fig. 2

additionalidentifiers

Ifyouwishtoincorporatethenameofaparticularcenter,programordepartmentintothevisualidentity,thatnameshouldberenderedinHelveticaNeueBoldCondensed,allcaps,andcenteredabovetheUniversitywordmark (figure 3).

Theremayalsobeinstances,particularlyinformalcommunications,whereitwillbeappropriatetousetheUniversitysealinconjunctionwiththewordmark.Inthosecases,thesealshouldbecentereddirectlyabovethewordmark,asillustratedinfigure 4.

usingtheinstitutionalacronym

Theacronym“SNU”(figure 5)isaninformalinstitutionalidentifierwhoseuseshouldberestrictedtocommunicationstargetedprimarilytowardinternalaudiences.Appropriateusesmightincludeapparel,mugsandothermerchandise.Asareminder,ouracronym,whileaconvenientshorthandforus,meanslittletotheexternalaudienceswhoknownothingofus.

InnocasesshouldtheUniversity’snamebeshortenedto“Southern”or“SouthernNazarene.”

elementsofthevisualidentity 3

fig. 3

fig. 5

fig. 4

Office Of AdmissiOns

signature

A“signature”isalogo-orwordmarkpluscontactinformationfortheUniversityorforanindividual,departmentoroffice.Typically,thesignaturewillincludethefollowingelements,inthisorder:postaladdress,phoneandfaxnumbers,e-mailaddressandWebsiteURL(figure 6).Signaturesareusedwhenspecificcontactinformationisnecessary,asonbrochuresandinformationalorfundraisingpieces.

Unliketherestofthevisualidentity,asignaturemaybecreatedormodified,alwaysusingtheHelveticaNeueCondensedtypeface.Tocreateanewsignaturefile,beginwithanexistingelectronicfilesuitabletotheapplicationdesired(businesscard,brochure,etc.).Thenopenthefileandchangetherelevantinformation,payingcarefulattentiontothestyleshownhere.

Ifyouwishtoidentifyaparticularprogram,centerordepartmentwithinthebodyofthesignature,includethisname,renderedinallcaps,onaseparatelineprecedingthepostaladdress(figure 7).

usingasignatureasareturnaddress

Whenthesignatureisusedasareturnaddress(onanenvelopeorself-mailingbrochure),usetheversionshowninfigure 8toconformwithpostalregulations.

6729 Northwest 39th ExpresswayBethany, OK 73008800.648.9899 Fax: 405.491.6320admissions@snu.eduwww.snu.edu

fig. 6

fig. 7

Office Of AdmissiOns6729 Northwest 39th ExpresswayBethany, OK 73008800.648.9899 Fax: 405.491.6320admissions@snu.eduwww.snu.edu

6729 Northwest 39th ExpresswayBethany, OK 73008

fig. 8

4elementsofthevisualidentity

5color palette

correct color usage

Southern Nazarene University’s primary institutional color is Pantone 201.* Secondary color options include Pantone 139 and black. Using these official colors without deviations or substitutes will contribute substantially to an attractive, widely recognized image for the University.

These colors can be built as follows:

* PMS and PANTONE are registered trademarks of Pantone, Inc. The colors shown on this page and throughout this manual are not intended to match the

PANTONE color standards.

snu crimson, pantone 201

snu gold, pantone 139

black

0% 100%

The lower bar in each color set above represents the application of black ink in screen percentages. These screens will aid in considering use of color in duotone.

C M Y K

SNU Crimson 7 100 65 2

SNU Gold 0 37 100 23

Black 0 0 0 100

R G B

SNU Crimson 162 11 53

SNU Gold 192 125 25

primary

secondary

colorpalette 6

snuwebsitecolorpalette

TobuildSouthernNazareneUniversity'sinstitutionalcolorsontheWeb,usethefollowingWebhexcolorcodes.yellowbackground

darkcrimson

lightcrimson

W e B h e x c O l O R c O d e s

YellowBackground #E7C982

DarkCrimson #620E0E

LightCrimson #AA2727

LightCream #FAF0D8

DarkYellow #D6B25B

lightcream

darkyellow

one-colorproduction

Forpiecesusingonlyonecolor,therearetwooptionsforthetreatmentofthewordmarkandlogomark:• Black,100percentcoverage(figure 9)• Reverse,100percentcoverage(figure 10)

two-colorandcmykproduction

Whenproducingthelogomarkintwoormorecolors,thewordmarkshouldbePMS201andthetaglineshouldbeblack(figure 11).Thesecolorsshouldnotbereversed.

Whenusingprocesscolors,usethecombinationsoutlinedonthepreviouspage.

Forinformationaboutthepropercolorsforthecollegeseal,seepage10.

fig. 9

fig.11

fig.10

colorpalette 7

* PMS and PANTONE are registered trademarks of Pantone, Inc. The colors shown on this page and throughout this manual are not intended to match the PANTONE color standards.

apifoil,sweetheartred6179

apifoil,nirvana5296

specialprocesses 8

hot-stampingandembossing

Theuseofspecialtreatments,suchasfoilhot-stampingandembossing,canaddeleganceandappealtoourvisualidentity.

Forhot-stampingandembossing,appropriatecolorsareGold,BlackandCrimson.Theguidelines(listedonpage5)forthechoicesandcombinationsofcolorsstillapply(figure 12).

Inadditiontocolorembossing,blindembossing(inwhichnocolorisadded)isalsoacceptable.Theminimumsizeforembossingis3”(figure 13).

reverses

Ifsufficientclarityandresolutionarepossible,thelogomarkmaybereversedoutofadark,solidbackground.Usecautiononvariegatedbackgrounds(figure 14);insomecases,itmaybeadvisabletochoosethewordmarkoverthelogomark.

fig.14

fig.13

fig.12

apifoil,ravenblack8299

minimumsizes

Toensurelegibility,theminimumsizeforreproducingourlogomarkis1.5"(figure 15).

Whenasmalleridentifierisdesirable,usethewordmarkonly.Theminimumsizeforreproducingourwordmarkis1.25"(figure 16).

web-safeminimumsize

WhenincludedonaWebpage,thewordmarkorlogomarkshouldappearnolessthan2"(figure 17).

placingthelogomark

Whenplacingthelogomark,it’simportanttomaintainsufficient“whitespace”aroundtheimagetoenableittostandoutandbenoticed.Alwaysuseaspaceequivalenttotheheightofthelogo’scapital“S”in“Southern”aroundthelogomarkoneveryside.Thisactiveareashouldremainfreeofothervisualelementsorpagetrim(figure 18).

maintainingcorrectproportionswithinthelogomark

Thefigurebelowusesthe“S”-spacemeasuretoshowcorrectproportionsandrelativeplacementsoftheelementsofthelogomark.Alwaysusecamera-readyartorapprovedelectronicfilesofthelogomark.Thisinformationisprovidedtoincreaseyourunderstandingofthelogomark’sconstruction.Exceptionstothe"S"-ruleareidentifiedonpage3.TheseincludetheUniversitysealandcenter,programordepartmentnames.Allothervisualelementsshouldadheretothe"S"-spacemeasure.

sizesandproportions 9

1.5"

2"

1.25"

fig.15

fig.16

fig.17

fig.18

theuniversityseal

TheUniversitysealisacceptableforuseonsomeprintedcommunications,butshouldbelimitedtousesthatcommunicatedignity,formalityandsophistication.Acceptableuseswouldincludeformalinvitations,citationsandawards,diplomas,transcripts,andelegantgiftsormementosforalumnianddonors.Unacceptableuseswouldincludet-shirts,informalcommunicationsandeverydaybookstoremerchandise.

BeforeusingtheUniversitysealinyourcommunicationsefforts,pleasegainapprovalfromtheOfficeofCommunicationsandMarketing(491.6600).

Thethreecoloroptionsforthesealareallblack,allPMS8642orallPMS201.Sizeandapplicationwilldictatewhichformofthecolor-and-colorsealwillbepreferable.

Toensurelegibility,theminimumsizeforreproducingoursealis1"(figure 20).

Hot stamping and embossing options apply. See page 8 for guidelines.

Figure 4 on page 3 identifies use of the seal with the wordmark.

acceptablegraphicelementsforspecificuses 10

fig.19

fig.20

1"

11acceptablegraphicelementsforspecificuses

theathleticlogo

Theseathleticlogos(figures 21 and 22)areacceptableforallathletic-relatedmaterialasdirectedbytheathleticdepartment.Anyuseoftheselogosbyotherareasofthecollegemustbeapprovedbytheathleticdirector.

fig.21

fig.22

12unacceptableuses

toosmall

Thewordmarkshouldneverappearatlessthan1.25".Thelogomarkshouldneverappearatlessthan1.5".

wrongcolors

Pleaserefertopages5-7forcompleteguidelinesoncorrectcolorusage.

incomplete

Thevisualidentityincludesthewords“SouthernNazareneUniversity”andshouldnotbeabbreviatedortruncated.

wrongchoiceofgraphicelement

Noothergraphicshouldeverreplacethetaglineinthelogomark.

incorrectcolorcombination

Thecolorsfortheelementsofthevisualidentityshouldnotdeviatefromtheofficialchoicesspecifiedonpage7.

rearranged

Theelementsofthevisualidentityshouldnotberearrangedinanyway.

formerversionsofthevisualidentity

Alsounacceptableareanyformerversionsofourwordmark,logomarkorseal,includingthoseabove.

thevisualidentityinconjunctionwithprogramnamesandlogos

WhenusingthenameofanSNUcenterorprogram,donotdeviatefromtheguidelinesestablishedonpage3.

13

stretched

Thevisualidentityshouldnotbestretchedordistortedfromitsoriginalproportions.

Incorrectreverse

Toreverseoutofaphotoorillustration,theareachosenforthereverseshouldbeasdarkandsolidaspossible,avoidingpatternsthatcouldmakereadingdifficult.

withadmissiontagline

ThevisualidentityshouldnotincorporatecurrentorfuturetaglinesdevelopedspecificallyforusebytheOfficeofAdmissions.

unacceptableuses

14typefaces

TypographyplaysamajorroleinthevisualcontinuityofSouthernNazareneUniversitycommunications.Properimplementationoffontshelpsensuretheconsistencyofdesignandmessages,aswellasthelegibilityoftypeacrosscommunications.

NewCaledoniaandHelveticaNeueareSouthernNazareneUniversity’spreferredinstitutionalfontsforpublicationsandinmarketingmaterials.IfNewCaledoniaandHelveticaNeuearenotavailable,TimesNewRomanorHelveticamaybesubstituted.

Forofficialcorrespondence,suchaslettersormemos,TimesNewRomanandHelveticaarethepreferredfonts.Therearenoestablishedrulesforusingtheserifoption(TimesNewRoman)orthesansserifoption(Helvetica).However,serifstendtobemoreformalandeasiertoread,soTimesNewRomanwouldbetheadvisablechoiceforpiecesthatcontainlargeamountsofcopy.

maintypefaces

NewCaledoniaabcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890

Helvetica Neue — Condensed 57abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890

secondarytypefaces

Times New Romanabcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890

Helveticaabcdefghijklmnopqrstuvwxyzabcdefghi jklmnopqrstuvwxyz1234567890

15photography

HavinginvestedextensivelyinphotographythatappealinglyrepresentsSouthernNazareneUniversity,weencouragetheSNUcommunitytomakeuseofourinstitutionalphotolibrary.Yetwewouldalsonotethatnotallimagesinthelibraryareappropriateinallcontexts.Itisimportantthatthephotoswechoosereflectthevalues,characterand“brand”oftheUniversity.Inaddition,itisimperativethatweshowcasethediversityofourprogramsandstudents;re-usingthesamephotographsconsistentlywillnotservethispurpose.

Forthisreason,wedonotgivewholesaleaccesstotheentirephotolibrary.Ifyouwouldliketouseoneoftheimagesfromthelibrary,pleasecontacttheOfficeofCommunicationsandMarketingat491.6600.

digitalartandglossaryoffilenames

Acquiring camera-ready art and electronic filesPleasecontacttheOfficeofCommunicationsandMarketingat491.6600toreceivecamera-readyartworkorEPSandTIFFelectronicfilesoftheSouthernNazareneUniversityvisualidentityinitsvariousforms.

TIFFs, GIFs and other Electronic FormatsWhetheryouareworkingonaWebsiteorcreatingadiskforprintpublication,youwillbeworkingwithelectronicfilesofthevisualidentity.Thefollowinginformationwillhelpyouchoosethecorrectelectronicformat.

Ingeneral,keepinmindthat,whileGIFfilescanbeusedinvariousapplicationprograms,EPSorTIFFfilesarepreferredfornon-Webapplications.

EPS FilesThesemaybescaledatvirtuallyanysizewithoutimagedegradation.Keepinmindthatinorderforthesefilestoprintclearly,theyneedtobeimagedontruepostscript-capableprinters.

TIFF FilesTIFFfilesmaynotbescaledup(theycan’tbeusedinsizeslargerthantheiroriginaldimensions)buttheymaybereduced(orscaleddown).ResultsfromscalingTIFFfilesshouldbesuperiortothoseofscalingGIFfiles.

GIF FilesGIFfilesmayseemtoworkeffectivelywhenplacedandusedinMSOfficeapplications(suchasMicrosoftWord)buttheyarenotrecommendedwhenscalingorresizingofthevisualidentityisnecessary.ScalingorresizingGIFfilesafterplacingthemintosuchaprogramattheiractualsizecancausetheimagequalitytodegradeimmediatelyandsubstantially.GIFstandsforGraphicsInterchangeFormat.

JPEG FilesAJPEGfileisaformatcommonlyusedfore-mailingphotographsandcertainotherimages,orfordisplayingthemonWebapplications.Qualitymayvary,althoughitispossibletoobtainaveryhighdegreeofresolutionusingtheJPEGformat.JPEGstandsforJointPhotographicExpertsGroup.

PDF FilesAnothertoolforelectronictransmissionofdateisthePDF,orPortableDocumentFormat.ThissoftwarefromAdobeAcrobatmakesitpossibletovieworprintfilesacrossplatforms(WindowstoMacOS,forexample),andallowsrecipientstoseethefileasitwascreatedtoappear,ratherthaninamodifiedformat.

16glossary

recommendationsforonlinecontent

WetakegreatprideintheSouthernNazareneUniversityWebsite(figure 23).Often,oursiteisthefirstpointofcontactforaudiences,particularlyprospectivestudents,thatwouldliketolearnmoreaboutSNU.Assuch,wedoourbesttooffercontentanddesignthatareinterestingtoaudiencesandappropriatewithintheUniversity’slargercommunicationsefforts.

WealsorecognizethattheSNUWebsiteisapowerfultoolforyourofficeordepartmenttoreachinternalandexternalaudiences.EfficiencyandeaseofusemakeWebpublishingidealforcommunicatingdirectlywithaudiences,buttheyalsomakeensuringtheintegrityofourvisualidentityincreasinglydifficult.

Asyoucontinuetodevelopyouronlinepresence,weaskthatyouworkwithSNU’sOfficeofCommunicationsandMarketing(491.6600).InadditiontohelpingpreservetheintegrityoftheSouthernNazareneUniversityvisualidentityinallofitsforms,ourexperienceandWebpublishingtoolsmayprovebeneficial,introducingyoutonewonlineopportunities.

17onlinecontent

fig. 23

letterhead

SouthernNazareneUniversity’sofficialstationerysystemincludesletterhead,envelopesandbusinesscards(figures 24-26).Toensurequalityandconsistency,theseshouldbeorderedfromtheOfficeofCommunicationsandMarketing(491.6600).Donotattempttocreateletterhead,envelopesorbusinesscardsonyourown.

WhendraftingcorrespondenceonSNU'sletterhead,thepreferredfontisTimesNewRoman,11pt.Tomaintainproperbalanceinregardtoourwordmarkandsignature,wealsoaskthatyoufollowthemarginguidelinesillustratedinfigure 24.

envelope

Whenaddressingbusiness-sizeenvelopes,pleaseplacetheaddressee'snameaccordingtotheguidelinesillustratedinfigure 25.

18generalspecificationsforstationerysystems

fig. 24

December 1, 2007

Dr. John Miller400 West Spring StreetAnytown, OK 40000

Dear Dr. Miller:We’re pleased to share with you some guidelines for creating attractive letters using our official letterhead. As this diagram shows, it’s important to leave a margin of 1 1/2" on the left-hand side of the page. 1 1/2" is required for the bottom of the page, although it is certainly acceptable to allow more margin than that, if a letter is brief. For the right-hand side of the page, allow a 1" margin, and use a ragged right margin (rather than a justified margin) for greater readability.

The font shown here is Times New Roman, in a 11-point size. This is the recommended font and point size for all correspondence on letterhead.

Thank you for your assistance.

Sincerely,

Name of senderTitle of senderOffice of sender, if not imprinted on letterhead

1 1/2"

1 1/2"

1 3/4" 1"

fig. 25

Dr. John Miller400 West Spring StreetAnytown, OK 40000

1 1/2"

4 3/4"

fig. 26

Sans Serif—Atypefacethatcontainsnoserifs,or“feet,”ontheendsofitscharacters.

Screen—Aversionofanimageproducedwithonlyapercentageoftheinkusedintheoriginalimage.Alsoreferredtoasascreentint.

Serif—Linesthatcrossorprojectfromtheendsofcharactersinatypeface,sometimesreferredtoas“feet.”

Signature—Forthepurposesofthisguide,signaturereferstothelogo-orwordmarkcombinedwiththeaddress,phonenumbersand/orotherSNUcontactinformation.

Solid—Anyportionofapublicationprintedat100percentofagivencolor.

Tagline—Ashortphraseorsentencethatfurtheridentifiesthemissionorprogramsofanindividual,companyororganization.“Character|Culture|Christ”isSouthernNazareneUniversity’sinstitutionaltagline.

Two-color Printing—Aprocessbywhichapublicationisprintedinonlytwocolors,usuallyachoiceofanytwoPANTONEcolorsoronePANTONEcolorandblack.

Wordmark—Forthepurposesofthisguide,wordmarkreferstothename“SouthernNazareneUniversity”renderedinourdistinctiveITCFeniceLighttypeface.

19helpfulinformation

glossary

Business Reply Mail—Specialenvelopesorcardsthatarepre-codedandpre-posted;designedtoobtainaquick,hassle-freeresponsefromthereaderofthepublication.

Camera-ready Art—High-resolutiontype,artwork,orgraphicmaterialsthatarereadytobescannedandprinted.

Electronic Files—Computer-generated,electronicallysavedfilesofartworkthatcanbeplaceddirectlyintodocumentsthatarebeingcreatedindesktoppublishingprograms(e.g.TIFF,GIF,EPSorJPEG).

Four-color Process—Aprintingtermreferringtotheprocessbywhichanycolormaybeachievedbycombiningthefourbasiccolorsofink(magenta,cyan,yellowandblack).SeealsoPROCESSCOLORS.

Kerning—Theprocessofadjustingtheinter-letterspacingbetweentwoletters.

Leading—Thedistance,inpoints,fromonelineofcopytothenext.

PANTONE Matching System® (PMS)—Aregisteredtradenameforawidelyusedsystemofcolor-matchinginkusedinprinting.

Point—Ameasurementusedtodesignatetypesize,onepointapproximating1/72ofaninch.

Process Colors—Inprinting,thesubtractiveprimaries:magenta,yellowandcyan.Includesblackinfour-colorprocess.

Reverse—Artworkortypethatappearsasthecolorofthepaperonwhichitisprintedasaresultofbeingdroppedoutofadarkbackground.

20admission-onlyvisualstandardsguide

ChargedwithattractingthestudentswhosustainSNU,theAdmissionOfficeoperatesunderamodifiedsetofvisualstandardsthatchangewitheachnewadmissioncampaign.ThesestandardsaretobeusedonlybytheAdmissionOffice,unlessapprovedbytheOfficeofUniversityAdvancement.

admissionthemeandinstitutionaltagline

Anadmissioncampaignthemeandinstitutionaltaglineormottoshouldeachsupport,ratherthancontradict,SNU’skeymessagesanddistinctivefeatures,yeteachisseparateanddistinct.

“Withinyou”isthecurrentadmissioncampaigntheme(figure 27).Althoughitcanbeusedacrosscampuswhenappropriate,“Withinyou”isintendedtobetemporary.Afterithasrunitscourse,itwillbereplacedwithanewadmissiontheme,whichwilleventuallygivewaytothenextadmissiontheme,andsoon.

“Character|Culture|Christ”(figure 28)isSNU’spermanenttagline,alastingdescriptoroftheSouthernNazareneUniversityexperience.Toputitsimply,admissionthemescomeandgo,but“Character|Culture|Christ”remains.

photography

Asnotedonpage15,careshouldbetakeninselectingphotosforrecruitmentcommunications.OurphotographyshouldrepresentthemissionandvaluesofSNU.Inaddition,asacampus,weneedtoensurethatwearemakingfulluseofourphotolibrary,topreventoveruseofthesamehandfulofimages.Forassistanceinaccessingourphotolibrary,pleasecontacttheOfficeofCommunicationsandMarketingat491.6600.

fig. 27

fig. 28

pantonewarmgray6

21admission-onlyvisualstandardsguide

colorpalette

Theexpandedcolorpalette—usedonlyinadmissionmaterials—includestheinstitutionalcolorsoutlinedonpage5,aswellasseveralsecondaryandaccentcolors.

Theexpandedcolorpalettecanbebuiltasfollows:

snucrimson,pantone287

pantone2985

pantone137

pantone668

c m Y K

Pantone287 100 68 0 12

Pantone2985 60 0 40 0

Pantone137 0 38 95 7

PantoneWG6 11 16 18 32

Pantone668 74 73 7 20

R G B

Pantone287 0 83 155

Pantone2985 73 199 235

Pantone137 233 158 36

PantoneWG6 163 153 148

Pantone668 78 74 133

pantonewarmgray6

design

FromletterheadtoprintcollateraltoWebdesign,admission-relatedmaterialsmayaugmentinstitutionaldesignstobetterresonatewithprospectivestudents.Forexample,typefaces,photocropping,anduseofcolorandspacemayreflectayouthfultonetoappealtotheprimaryaudience.

SNUalsoemploysseveraldesignelementsspecifictoAdmission-relatedcommunications.Theseincludeivyartwork(anallusiontoourcommencementtradition),“ray”artworkadaptedfromtheUniversityseal,(symbolizingthelightofknowledgethroughChrist)andashieldgraphic(alsoadaptedfromtheUniversityseal).Althoughsimilarinappearance,theSNUshieldandsealaretwodistinctandseparategraphicelements.Inmostsituationsrequiringagraphicelement,theshieldartworkispreferred.Forguidelinesregardingproperuseoftheseal,seepage10.

A general note about usage of these design motifs: These visual elements have been developed for specific audiences and purposes. In most cases, using these elements outside of student recruitment contexts is inappropriate. Exceptions might include a t-shirt that is given to all prospective students who visit campus or to all new students attending orientation. The University Web site, which includes prospective students among its primary audiences, may also make use of these motifs. In all other cases, these elements are best left off of apparel and merchandise, so that we can promote the overall institutional “brand” through consistent and sustained usage of our University identity.

22admission-onlyvisualstandardsguide

fig. 29

fig. 30

fig. 31