Brand Guidelines to include: logos, color palette, typography, trademarks and licensing, and editorial guidelines

Brand Guidelines (Logos)
 
Primary Logo
The primary Pierpont logo is represented by the word-based graphic logo (“wordmark”) shown below
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Pierpont’s primary wordmark locks up the name of the college in a customized design. As shown here and throughout this document, the Pierpont logo optimally displays in Pierpont Coal Black or Pierpont Vegas Gold (see palettes and typefaces).
 
The Pierpont wordmark is one complete digital artwork file. This customized logo is NOT a font and should not be recreated using standard fonts. In addition, the wordmark should not be inserted into text. When the school name appears in copy, the first reference should be spelled out as: “Pierpont Community & Technical College”. Subsequent references to the school may be abbreviated as: “Pierpont” or “Pierpont C&TC”.
 
General Usage Requirements
All Pierpont branded logos are the property of the institution and are governed by specific guidelines as specified in this document. General usage restrictions are as follows:
 
  • Pierpont branded logos are to be used in official Pierpont publications, digital communications and collateral only.
  • Unofficial logos (any Pierpont logo that has not been approved by Marketing and/or Public Relations) may not be used on any official publication or collateral representing Pierpont.
  • Unofficial web sites and publications such as faculty and student web pages, student organization fliers, stationery and professional organization sites, may not use Pierpont branded logos without express written permission of both Marketing and Public Relations Directors.
 
Best Practices
Logos are the visual manifestations of a brand, which can invoke powerful meanings that are instantly recalled along with the logo. Examples of iconic US-based logos are Coca-Cola and Apple. Iconic logos are able to stand alone as the sole symbol of an organization. To achieve such a high-level of marketplace brand recognition, logos must not be altered by changes in scale, proportions, colors, relative relationship of design elements (the approved logo “lock up”) or by special effects. Logos should not be modified or locked up with unapproved taglines or design elements. Such alterations can dilute or undermine a brand’s intended identity, creating perception ambiguity in the marketplace. When displaying any of Pierpont’s trademarked logos on a background color, it is best to place it on one of the primary identity colors, Pierpont “Coal” Black or Pierpont “Vegas” Gold. This reinforces the strength of Pierpont’s brand in the marketplace.
 
Approved Reverse: When any of the trademarked logos must be place on a multicolor or busy background, it should be reversed out to white if Pierpont “Vegas” Gold or Pierpont “Coal” Black does not provide enough contrast for unfettered visibility.
 
Clear Space and Scale: To maintain logo integrity, the Pierpont trademarks must be surrounded by minimum clear space on both the “x” and “y” axis that is at least equal to the width of the letter “T” on the same scale as the trademark. Other design elements, such as type, photography and illustrations, should not be positioned within this clear space. As a general rule, the more clear space around the wordmark the better. When trademarked logos are resized, all logo elements must be scaled in correct proportion.
 
Logo Library
The Logo Library contains an archive of all of the acceptable logos for Pierpont Community & Technical College. It is very important that any logo that is meant to represent Pierpont is consistent with the College’s overall look and feel. In the creation of your promotional materials, you will be able to use logos from this library for print and electronic mediums. The Pierpont logo constitutes a trademark registered by Pierpont Community & Technical College.
 
 
 
Secondary Logos
 
From time to time, when Pierpont’s primary wordmark is not cohesive with a particular design or purpose, different versions of Pierpont’s logo are needed. Secondary graphical trademarked logos have been created for this purpose. As with Pierpont’s primary wordmark, these logos optimally display in Pierpont Coal Black or Pierpont Vegas Gold.
 
Each of Pierpont’s secondary logos are one complete digital artwork file. Theses customized trademarks are not designed using a standard font and should not be recreated using standard fonts. Additionally, these secondary trademarks should not be inserted into text. The Pierpont monogram is a shortened version of the primary wordmark. It can be more quickly interpreted and works better for certain applications such as promotional items like T-shirts, cups, mugs, key chains and button pins. 
 
Do not display the Pierpont monogram on the same page as the Pierpont primary wordmark. However, when using the monogram, please be sure to locate the complete institution name somewhere on the same page, document or other application, if at all possible. This helps to clearly identify that the letter “P” means Pierpont Community & Technical College.
Pierpont Monogram

Pierpont Icon

Stacked Logo

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Secondary Wordmark Pierpont Avatar Special Use Logo
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Brand Guidelines (Color Palette)
Pierpont’s colors are based on the PANTONE* Color Standard. For color matching, refer printers and others suppliers to the current editions of PANTONE Color Formula Guide. Pierpont “Vegas” Gold and “Coal” Black colors must print to match PANTONE ink swatches.
 
Since differences in substrates and processes can affect color, the CMYK equivalents provided are guidelines only and should not be considered exact matches. To ensure consistent results, always proof carefully against the PANTONE Color Standard.
 
NOTE: Colors shown throughout this manual are for example purposes only. For accurate color standards, refer to the current edition of the PANTONE Color Formula Guide.
 
  • Pierpont’s Primary Color Palette should be used prominently in all print and digital collateral
  • The Secondary Color Palette should be used sparingly so as to not overshadow the Primary Color Palette
  • The Neutral Color Palette may be used liberally.
  • Neither the Secondary or Neutral Color Palettes may be used in place of the Primary Color Palette

*PANTONE is Pantone, Inc.’s check standard for color reproduction and color reproduction materials.
 
 
Primary Colors
Primary Accent Colors
Pierpont “Coal Black”
Pantone: 433 PC
CMYK: 33 3 0 95
RGB: 22 39 50
HEX: # 162732
Pierpont “Vegas Gold”
Pantone: 465 PC
CMYK: 20 32 58 0
RGB: 207 170 122
HEX: # cfaa7a
Pierpont “Light Gold”
Pantone: 466 PC
CMYK: 12 22 43 0
RGB: 224 195 152
HEX: # e0c398
Pierpont “Sand"
Pantone: 468 PC
CMYK: 26 9 23 0
RGB: 238 225 197
HEX: # eee1c5
       
Secondary Colors
     
Pierpont “Green”
Pantone: 574 PC
CMYK:34 0 81 71
RGB: 69 90 33
HEX: # 455a21
Pierpont “Blue”
Pantone: 199-3PC
CMYK:80 60 0 35
RGB: 46 74 129
HEX: # 2e4a81
Pierpont “Yellow”
Pantone: 100 U
CMYK:20 35 100 1
RGB: 206 161 40
HEX: # cea128
Pierpont “Red”
Pantone: 478 C
CMYK:35 76 83 39
RGB: 117 60 42
HEX: # 753c2a
       
Pierpont “Brown”
Pantone: 7511 C
CMYK:25 59 100 0
RGB: 180 112 21
HEX: # b47015
Pierpont “Purple”
Pantone: 187-2C
CMYK:85 85 0 35
RGB: 51 45 113
HEX: # 332d71
   
       
Secondary Accent Colors      
Pierpont “Spring Green”
Pantone: 290-3 C
CMYK:40 0 70 0
RGB: 161 208 119
HEX: # a1d077
Pierpont “Sky Blue”
Pantone: 196-5 C
CMYK:60 40 0 0
RGB: 108 140 199
HEX: # 6c8cc7
Pierpont “Blaze”
Pantone: 167 PC
CMYK:3 78 100 15
RGB: 203 82 30
HEX: # cb521e
Pierpont “Grape”
Pantone: 172-1 C
CMYK: 60 80 0 0
RGB: 124 81 161
HEX: # 7c51a1
       
Neutral Color Palette      
Pierpont “Bone”
Pantone: 7527 PC
CMYK:0 2 6 7
RGB: 237 231 222
HEX: # ede7de
Pierpont ”Lt. Warm Gray”
Pantone: 330-8 C
CMYK:0 3 10 20
RGB: 210 203 190
HEX: # d2cbbe
Pierpont “Warm Gray”
Pantone: 7536 PC
CMYK:0 4 22 32
RGB: 185 176 152
HEX: # b9b098
Pierpont “Dark Warm Gray
Pantone: 404 M
CMYK: 49 45 49 10
RGB: 132 124 117
HEX: # 847c75
       
 
 
Brand Guidelines (Typography – typefaces)
 
Typography (Typefaces)
 
The following San Serif fonts should be used for all digital materials, including website content, and are recommended for printed material headlines. The following Serif fonts are suggested for body content in printed materials, such as posters, letters or memos.
Lucida Handwriting is the official font for Pierpont’s tagline:
 
Practical…Possible…Pierpont
 
San Serif
Century Gothic
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*()
Trebuchet
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*()

 

Serif

<div style="style=" font-family:="" rockwell;"="">Rockwell
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*()
Lucida Handwriting
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*()
 
3.Trademarks and Licensing
 
Trademarks
 
Trademark law applies to all Pierpont images included in this document. Any unauthorized use of Pierpont Community & Technical College trademarks is prohibited and enforceable in a court of law. Regardless of application usage, e.g., commercial or non-commercial, internal or external audience, all graphical identifiers specified in this manual should be followed by the common law trademark symbol, TM.
 
All products intended for campus or public sale bearing a Pierpont trademarked identifier must be produced by a Pierpont-authorized licensee. Unauthorized use of Pierpont’s trademarked identifiers is illegal, including use by employees, students or the public in any way that implies endorsement or support by the college of any non-Pierpont sanctioned activity, program or product.
 
Licensing
 
Pierpont trademarked images may not be used to create items for public resale without first having executed a licensing contact for Pierpont Community & Technical College branded items. Licensing contacts t create Pierpont-branded items can be acquired through Learfield.
 
4. Editorial Guidelines (As adapted from Edmunds Community College and Purdue University with input from Clarus Corporation and original content) 
 
A. Boilerplate Description of Pierpont Community & Technical College
Our standard boilerplate appears at the end of press releases and other official documents. It delivers basic information about he university and its philosophy to readers.  Occasionally, modifications of this are used at the discretion of news writers based on audience.
 
Our Mission is to provide opportunities for learning, training, and further education that enrich the lives of individuals and promote the economic growth of our service region and state. Pierpont Community & Technical College strives to enhance the quality of life for people in North Central West Virginia through accessible, affordable, comprehensive , responsive, work-force related training, and quality higher education opportunities.
 
B. Brand Voice
 
1. Writing in the Brand Voice: brands have personality. Voice is how that personality is conveyed in communications. Sentence structure, word choice and tone all create a distinct character that shouts “Pierpont.” Here’s how we can do it consistently.
 
Just as you would change your tone based on whom you were speaking to and what you were saying, Pierpont’s written voice bends on the subject matter and audience. Our brand voice ranges from information to promotional, depending upon the project and audience. Our brand voice feels friendly, simple, practical and, at times, inspirational. Our brand voice sounds conversational, smart, sophisticated and, at times, energetic.
 
Below are some tips that can help you convey the eureka moment in copy. They all use the brand voice while expressing a sense of urgency and excitement that shows our culture of discovery. These are examples. Add you own techniques as you become more familiar with the brand voice.
 
Use the moment as a device.
“1:23 p.m..: the moment you ...”
 
Use present tense.
Right now
Today
This moment
This is the instant it happens
 
Avoid gerunds wherever possible. The eureka moment is about being active and powerful.
“–ing” words sound soft and unsure.
“Make a difference” vs. “Making a difference”
 
Ask a question.
Did you know ... ?
Have you seen ... ?
Will you discover ... ?
 
2. Brand voice examples
Below are examples showing different ways the brand voice can bend, depending on audience and context, while still sounding consistent.
The brand voice uses every opportunity to highlight the “eureka” moment.
 
Audience: Community
"Forecasting Flight: Ideas for Innovation in Aerospace"
 
NOT
“Welcome Weekend 2015: We’re waiting for you.”
 
Audience: Academics
“This is a place where like minds meet. Where business ventures are born. Where tomorrow’s leaders learn to lead. Welcome Weekend is your chance to see what it’s all about.”
 
NOT
“Welcome Weekend 2015: We’re waiting for you.”
 
Audience: Alumni
“1:23 p.m..: Professor Dave Bauer sets down his violin bow and sees the world in a new light. He’s just discovered a new chemical compound to detect cancer.”
 
NOT
“Professor Dave Bauer’s research in the field of biochemical engineering may have led to a new cancer detection analysis.”
 
The brand voice uses an active tone and simple language to convey immediacy.
 
Audience: Development
“Make your Mark”“Find Pierpont”“Practical…Possible…Pierpont” “Get In. Get Out. Earn More”
 
NOT
“Leaving a Legacy”
 
Audience: Alumni
“It takes confidence to take a good idea and dive in. These young Pierpont students have that trait in abundance.”
 
NOT
“Pierpont has many young students whose achievements we can all root for.”
 
Audience: Community
“State of Change: Ideas from Pierpont help power the North Central West Virginia economy”
 
NOT
“2015: Moving North Central West Virginia Forward”
 
Remember, the Pierpont voice avoids:
 
Sassy: “Bet you didn’t know Pierpont has 34 degree programs. Yeah, that’s right.”
Excited: “We promise this will be your best year ever!!!”
Sales-y: “Get more for your money at Pierpont.”
Overly technical: “Advanced analysis of palladium-catalyzed carbon-based molecular reactions.”
 
3. Writing for the Web
While we apply the same principles to writing for the Web as we do for print pieces, there are a few specific things to keep in mind. First, and most important, it is best to use short sentences and paragraphs when writing for a Web audience. If possible, try to stick to one idea per paragraph. Also, try to put your most important information at the beginning of your copy, so that the reader does not have to hunt for it. Finally, remember that subheadings, lists and hyperlinks can help improve the readability of your Web copy.
 
4. Search engine optimized language
It is important that our brand voice and personality carry through every communication about Pierpont — even those that aren’t readily apparent. “Meta” information is used by search engines like Google to help determine which pages to deliver in search results and in what order. This copy appears in the code of our home page. But the keywords may influence how you write Web content (especially headlines) on any page.
Home page meta keywords
Pierpont Community & Technical College West Virginia
The Pride United States
North Central West Virginia College
Higher education Academics
Technology Community
Health careers Human Services
Workforce Development Workforce
Training Employment
Education Professors
Practical Possible

 

 

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