IDENTITY GUIDELINES

“It seems that Christians are more affected by society than society is affected by Christians. More than nine out of every ten born-again Christians fail to think like Jesus; they think like the rest of the world, so they naturally behave like the citizens of this world too. They are not the salt and light that Jesus commands us to be because they lack the personal commitment and depth of faith that makes them truly changed, God-driven beings.”

– Think Like Jesus, George Barna

For over 100 years Biola University has been training up Christians with the strength and wisdom to think like Jesus. And we’re doing our best to act like Him.

Biola University has been charged with the task to raise up a generation. To challenge not only their minds, but also their hearts to be God-driven agents for change.

We know, that with every diploma that leaves our hands comes hope and anticipation for where this next generation will lead us.

1908. Los Angeles. Hope & 6th. Truth. Transformation. Testimony. These are just a few of the things that have made Biola great. But what moves us forward, is you.

We have a story to tell.

Here’s how to tell it.

Step 1 - Biola’s Logo

Oftentimes Biola’s logo is referred to as it’s brand. While that’s technically true, the terms logo and brand can mean very different things. Our brand is a much broader term, used to define the promise that we make to our students, staff, faculty and ultimately anyone that comes across our name. Our logo is what we use as a vehicle for that promise. Every time you use or distribute the Biola logo, you are reinforcing Biola’s brand or promise:

Biola is a theologically conservative, Protestant university

that provides biblically centered education in a wide range of

undergraduate and graduate programs through the doctoral level

to evangelical students, equipping them in mind and character to

impact the world for the Lord Jesus Christ in any vocation.

Since our logo carries this promise with it, it’s important that we treat it kindly. Here’s how:

Our Logo comes in two heights, vertical and horizontal. Use your best judgement for when to use each version.

PRIMARY LOGO

SECONDARY LOGO

Use the different approved color variations of the logo.

Do not use any other colors in the logo.

Don’t scale the logo smaller than 0.6875 in for the vertical logo and 1 inch for the horizontal logo.

Sometimes you might see Biola’s logo in a different color. UCM reserves the right to make special allowances for the Biola logo to be printed or displayed in colors other than what is shown above. In these cases, the logo is NEVER separated into two different colors. It is always treated as one color. If you are interested in using the logo in a color other than what is required above, please contact UCM to request a exception.

Step 1 - Biola’s Logo

Do’s and dont’s.Here’s the best ways to keep Biola lookin’ good.

DO

NO

NO

*

0.6875 in

1 in

Never stretch the logo. Or apply a dropshadow to the logo.

Or change it’s orientation. Or change it’s size ratio. Or change it’s everything...

Give the logo adequate space.

Download a much more technical logo guide spec sheet.

Step 1 - Biola’s Logo

DO

DO

NO

about a 1/4 in

Step 2 - Biola’s Colors

Biola’s identity is wrapped up in a lot of things. Our historical move from downtown Los Angeles to the olive groves of La Mirada. Our founding fathers. Our commitment to teach and grow our community through biblical scholarship. Just to name a few.

All of these anecdotes and convictions weave together to tell the Biola story. But how do we do that with one voice?

Through color.

Our secondary color is Pantone Black. We also use Pantone Cool Gray 9 in our letterhead designs. This is acceptable as a highlight color, but should not be used in place of either the primary or secondary color.

Biola’s primary color is red. But not just any red, it’s a very specific red. Pantone

186 to be exact.

The Pantone Color Matching System is just what it sounds like. It’s a color

matching system created so that you can specify a particular color and use it

over and over again. It’s primarily been used in the design industry for years,

and mostly refers to ink colors (so that you match the same color red every time

you print something). But recently, Pantones (also known as PMS) have gained

popularity outside the design world. So we wouldn’t be surprised if you already

knew what we were talking about.

ColorsPantone 186C0 M100 Y81 K4#E31837

Pantone BlackC0 M0 Y0 K100#000000

Step 3 - Biola’s Font

Biola is a pretty big place, and there’s a lot of different ways that we use type on our campus. It can be overwhelming to make a decision when it comes to what typeface to use.

While many different typefaces can be used to communicate Biola’s mission, we find that only one communicates clearly and efficiently – no matter what we’re trying to say.

Helvetica Neue.

Helvetica Neue95 Black

Helvetica Neue85 Heavy

Helvetica Neue75 Bold

Helvetica Neue65 Medium

Helvetica Neue55 Roman

Helvetica Neue45 Light

Helvetica Neue35 Thin

Helvetica Neue25 Ultra Light

Step 4 - Photography

We’ve got lot’s of great Kodak moments on this campus. Thankfully we’ve captured a lot of them over the years and they’re at your disposal.

Photography is a great tool when showcasing our campus and our students. If you don’t find what you are looking for in our photo packs, you can hire a photographer through UCM to get the shot you’re looking for.

Architecture

Student Life

Academics

Step 5 - You

Now that you’ve got all the basic tools, we need your voice. As a part of the Biola community we rely on each other to uphold the values and ideals that make this university great. In UCM we are given the particular task of upholding Biola’s brand and delivering on that promise everyday.

But let’s be real. We’re 20 or so people working in upper Metzger, and we can’t possibly be involved in every aspect that is Biola’s brand. We’re looking to you to find ways to incorporate and use Biola’s brand elements in your department or area.

Every chance you get to involve our logo, typeface or color helps to build our brand and give Biola a stronger voice.

Here’s some examples:

Buy red pencils.

Start wearing something red on Mondays.

or wear red on game days.

Thinking about painting that drab wall behind your desk? Red.

Only fly in red airplanes.

So maybe that last one is a little much. But you get the gist. We know using the same color over and over again can be tedious. We’re always looking for ways to utilized red in refreshing ways. But there are times where red might not be the best fit for your project.

Feel free to contact us if you run into this snag. We’ll be happy to suggest a few of our complimentary colors that are still relevant to Biola’s brand.

Thank you for taking the time to read over this booklet. Biola’s voice and identity is something that’s near and dear to our hearts. We hope with these tools at your disposal, you’ll feel the same way.

“Design, good or bad, is a vehicle of memory. Good design adds value.”

—Paul Rand

Paul Rand is a legendary logo designer who focussed on simplicity. His work includes logos designed decades ago that are still in use today. A few examples are ABC, IBM, UPS, Yale University and Next Computer.

© Biola University 2012 - UCM