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BRAND VOICE SYSTEM GUIDELINES 2016

© Copyright 2016 Mercy College. All rights reserved. No part of this document in all its property may be used or reproduced in any form or by any means without written permission.

Mercy College Visual Identity Guidelines2

CONTENTS3 INTRODUCTION

4 FILE NAMING CONVENTION

6 STRATEGIC PLATFORM7 Purpose Statement8 Tagline 9 Positioning10 Our Brand Voice11 Brand Narrative12 Brand Voice Strategy

14 MESSAGING STRATEGY16 Students18 Alumni19 Faculty and Staff22 Development22 Recruitment24 Parents

26 VISUAL SYSTEM27 Elements of Visual System28 Logo29 Minimum Size30 Logo Color Options31 Primary Logo Knockout Padding

32 Primary Logo Misuse33 MC Avatar Icon34 Maverick Logos

35 SEAL36 Seal37 Seal Minimum Sizes for Print and Digital38 Seal Color Options39 Seal Color Options: White on Color40 Seal as a Watermark�� 6HDO�RI�WKH�2IÀFH�RI�WKH�3UHVLGHQW42 Seal Misuse

43 LOCK-UPS44 Logo Lock-Ups: Horizontal46 Logo Lock-Ups: Vertical48 Seal Lock-Ups

50 TYPOGRAPHY51 Corporate Typefaces52 Mercy College Athletics Department53 Digital Typefaces

54 COLOR55 Swatches56 Audiences

55 STACKED WORDS58 Creating Stacked Words59 Inspiration for Stacked Words60 Additional Applications

62 PHOTOGRAPHY63 Content64 Treatment65 Tinted Photography66 Black & White Photography67 Full Color Photography

68 INSPIRATION69 Donor Appeal70 Mercy Viewbook71 Undergraduate Landing Page72 Department Newsletter74 Alumni Newsletter75 On-Campusyou for respecting the guidelines.



INTRODUCTIONWELCOME TO THE MERCY COLLEGE BRAND

Our brand is the unique story of the Mercy College community—the students, families, faculty, alumni, staff, trustees and supporters who shape this college and make it great.

Our brand stands on inspiring Mercy College pillars and represents a deep sense of educational purpose, one that has given more than 50,000 students both a challenging learning experience and a gateway to greater things in life.

But how do we tell our brand story? What words and images will help the world see and appreciate all we do? That’s what this set of brand guidelines is all about.

These pages will help you tell the Mercy College story—what’s unique about us, what we do well… ZKR�FRPHV�KHUH�DQG�ZK\«�DQG�KRZ�WKH\�EHQHÀW��These pages will give you the strategy, words and images to bring our brand to life.

The world of higher education is noisy and confusing. Our brand needs to stand out in the crowd. It needs WR�EH�ZHOO�GHÀQHG�DQG�GLVWLQFWLYH³VR�WKDW�SHRSOH�ZLOO�recognize, appreciate and support all we are and all we do.

Follow these guidelines for consistency’s sake— and contribute your own knowledge and emotions to our brand. Tell our brand story in a voice that conveys all the challenges, joy and rewards of the Mercy College experience.

OUR BRAND PILLARS

• Our mission to extend higher education to all who are willing to earn it

• The personal attention we provide to help each student succeed

• Our affordable costs lowered by grants and generous aid

• Our responsiveness to students’ busy lives and needs

• Our strong and highly regarded professional schools

• Our emphasis on hands-on learning directed toward real-world careers

• Our institutional legacy of giving back to our communities

• Our campuses in and around New York—the world’s most spectacular city

• And above all, the grit, drive and ambition of our students, who come from all backgrounds DQG�ÀQG�DW�0HUF\�&ROOHJH�D�SODFH�WR�OHDUQ��WR�express themselves and to build the lives they are determined to have.



FILE NAMING CONVENTION7KH�ÀOHV�SURYLGHG�IRU�ORJRV�DQG�WHPSODWHV�VKDUH�D�common naming format, described here. All brand ORJRV�KDYH�EHHQ�SURYLGHG�LQ�VHYHUDO�ÀOH�IRUPDWV��(DFK�ÀOH�IRUPDW�ZRUNV�EHVW�ZLWK�VSHFLÀF�NLQGV�RI�PHGLD��SOHDVH�UHIHU�WR�WKH�VSHFLÀFDWLRQV�EHORZ�ZKHQ�GHFLGLQJ�ZKLFK�ÀOH�IRUPDW�WR�XVH��

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6HFRQGDU\�ÀOH�RSWLRQ��LQFOXGHV�WUDQVSDUHQF\��KLJK�quality pixel data, best for web

JPG

$OWHUQDWH�ÀOH�RSWLRQ��GRHV�QRW�LQFOXGH�WUDQVSDUHQF\��not as high quality as PNG

Other kinds of documents include .indd, .pdf, .ai, etc.EXAMPLES:

LOGO MC_Logo-Stacked-Full-Color-CMYK.eps MC_Logo-Horiz-Full-Color-CMYK.eps MC_Logo-Stacked-Mercy-Blue-CMYK.eps MC_Logo-Horiz-Mercy-Blue-CMYK.eps MC_Logo-Stacked-Grayscale-CMYK.eps MC_Logo-Horiz-Grayscale-CMYK.eps MC_Logo-Stacked-BW-CMYK.eps MC_Logo-Horiz-BW-CMYK.eps MC_Logo-Stacked-Mercy-Blue-Knockout-CMYK.eps MC_Logo-Horiz-Mercy-Blue-Knockout-CMYK.eps MC_Logo-Stacked-Horiz-BW-Knockout-CMYK.eps MC_Logo-Horiz-BW-Knockout-CMYK.eps

SEAL MC_Seal-Mercy-Blue-CMYK.eps MC_Seal-Mercy-Silver-CMYK.eps MC_Seal-Dust-Blue-CMYK.eps MC_Seal-Sky-Blue-CMYK.eps

LOCK-UPS MC_Logo-Center-Glob-Eng.ai MC_Logo-School-Business.ai

STATIONERY MC_Letterhead-1st-Sheet-Offset.indd MC_Letterhead-2nd-Sheet-Offset.indd MC_Letterhead-1st-Sheet-Digital.doc MC_Letterhead-2nd-Sheet-Digital.doc

PUBLICATIONS AND ADVERTISING MC_Ad-College-Fair-Guides-Orange-Co.indd MC_Ad-College-Fair-Guides-Njreghan.indd MC_Ad-College-Fair-Guides-NYC-Angel.indd MC_Ad-College-Fair-Guides-West.indd MC_Ad-Bee-Line-Busking.indd MC_Ad-NYC-Busking.indd MC_Subway_Mech-01.indd MC_Subway_Mech-02.indd

DIGITAL MC_Masthead-President-Tim-Hall.eps MC_Masthead-Alumni-Relations.eps MC_Masthead-Help-Desk.eps MC_Masthead-Mercy-News.eps

ORG_File-Descriptor-Text_version.kind [ ORG_ ] [ File-Descriptor-Text ] [ _Version ] [ .kind ]

1. Abbreviation of the organization (optional), followed by underscore. This can be a compound abbreviation of an organization plus a sub-organization, center or department, hyphenated.

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4. The kind of document, preceded by a dot

FILE NAMING CONVENTION

21 3 4

STRATEGIC

PLATFORM



STRATEGIC PLATFORM7 Purpose Statement8 Tagline 9 Positioning10 Our Brand Voice11 Brand Narrative12 Brand Voice Strategy



PURPOSE STATEMENTWHAT IS A PURPOSE STATEMENT?

A purpose statement is the cornerstone of a brand strategy and the foundation for all communications. It proclaims one clear, driving reason for believing in Mercy College. It’s a ringing rallying cry and declaration of leadership that motivates students and faculty to come to Mercy and stay at Mercy, and inspires the community—and country—to support the important work we do every day.

HOW DO I USE IT?

When we need to tell people what drives us, what inspires us and where we focus our energies, we should refer to this foundational declaration. If you need a brief elevator speech, draw on this simple but powerful purpose statement.

The statement eliminates the need for additional mission and vision statements, which so often are long and complicated, and rarely remembered.

“FULL BENEFITS”Graduation for a degree, networking, a new perspective on life

“A REALITY”We know how to do it

“HUNGRY ENOUGH”Our students’ attitude and character

“EARN”Demanding standards. It’s up to students...we don’t hand it to you

“A BETTER PLACE IN LIFE”Transformation

OUR PURPOSE STATEMENT

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TAGLINEWHAT IS A TAGLINE?

A tagline is a compact, high-impact public expression of our purpose statement and brand strategy. It’s a way to reinforce our positioning while setting the tone for our brand voice program and future communications.

OUR TAGLINE

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POSITIONINGWHAT IS A POSITIONING STATEMENT?

A positioning statement explains how Mercy College is distinctive and why key stakeholders should engage with us. It’s the brand platform WKDW�XQLÀHV�RXU�FDPSXVHV��FROOHJHV��LQLWLDWLYHV�DQG�communications, and becomes the foundation for the Mercy College brand identity.

HOW DO I USE IT?

A positioning statement is used internally, helping to guide and unify communications.

Language from the positioning statement can also be used as a starting point for external communications.

OUR POSITIONING

0HUF\�&ROOHJH�LV�WKH�G\QDPLF��GHWHUPLQHG�1HZ�<RUN�&LW\�DUHD�FROOHJH�ZKRVH�VWXGHQWV�DUH�RQ�D�SHUVRQDO�PLVVLRQ��WR�JHW�WKH�PRVW�RXW�RI�OLIH�E\�JHWWLQJ�WKH�PRVW�RXW�RI�WKHLU�HGXFDWLRQ�:H�FKDOOHQJH�RXUVHOYHV�ZLWK�WKH�KLJKHVW�VWDQGDUGV�WR�PDNH�KLJKHU�HGXFDWLRQ�ZRUN�IRU�DQ\RQH�KXQJU\�HQRXJK�WR�HDUQ�D�EHWWHU�SODFH�LQ�OLIH³QR�PDWWHU�ZKDW�WKH�REVWDFOHV��QR�PDWWHU�ZKDW�WKH�GRXEWV��2XU�VWXGHQWV�DUH�RQ�D�PLVVLRQ��DQG�ZH�DUH�LGHDOO\�SRVLWLRQHG�WR�KHOS�WKHP�SXUVXH�LW��:H�PRELOL]H�RXU�GLVWLQFWLYH�FXOWXUH�RI�SHUVRQDO�DWWHQWLRQ��UHDO�OLIH�OHDUQLQJ��HQJDJLQJ�PHWKRGV�DQG�GHPDQGLQJ�SURIHVVLRQDO�VWDQGDUGV�WR�PDNH�HDFK�VWXGHQW·V�PLVVLRQ�RXU�PLVVLRQ³DQG�D�UHDOLW\�



OUR BRANDVOICEWHAT IS BRAND VOICE?

Brand voice is what everyone experiences when they interact with Mercy College. It’s our personality, our style, our tone. It is felt in everything we say and do, in our curriculum and at our unique campupses—all creating a distinctive Mercy College experience.

HOW DO I USE THESE TRAITS?

Everything—our marketing, our communication with students, our fundraising, our community events—should be infused with this spirit: proud, purposeful, passionate, hungry and individualistic. These should be the hallmarks of everyone’s experience with Mercy College.

On an immediate, practical level we should use these traits to help us to choose photos and other imagery, to name events, programs and awards, to inspire themes for dinners and galas, and of course, to be felt emotionally by our students, faculty, alumni and community..

OUR BRAND VOICE TRAITS

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3URXGJoy of commencement, family, neighborhood, accomplishments

3XUSRVHIXOWe have a goal to get ahead, get better and help others

3DVVLRQDWHAn emotional commitment to self and others, the drive to improve and the pride of accomplishment

+XQJU\Driven to achieve more in life

,QGLYLGXDOLVWLFNot conventional students… and not following a conventional path to success



OUR NARRATIVECalling all strivers.

We’re looking for

the gutsy

the driven

the gritty

the unstoppable

the possessed

the obsessed.

Those who strive, struggle, endeavor to do better.

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We are Mercy College.

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This is the place for those who have more than a desire… they have a passion, a hunger to create a better life, for themselves, and their families.

This is where the driven and determined thrive.

It’s a place so thoroughly different that even our mascot is a maverick.

Calling all seekers, searchers, and dream chasers.

This is the place for you.

It’s a place to take your dreams and your determination and make of yourself and your world a better place.

Mercy College For those with a passion to get ahead



BRAND VOICE STRATEGY

STUDENT-CENTERED MESSAGES

GRITTY AUTHENTIC LOOK

AND FEELEDGY TONE AND

CONFIDENT HUMOR

CANDID SHOTS, NOT SMILING AND POSED

MESSAGING STRATEGY



MESSAGING STRATEGY16 Students18 Alumni19 Faculty and Staff22 Development22 Recruitment24 Parents



MESSAGING STRATEGYINCORPORATE MESSAGES THAT SUPPORT THE NEW BRAND STRATEGY

• Celebrate the character and determination of Mercy College students

• Be realistic in addressing the aspirations of typical Mercy College students

• Acknowledge – and even glamorize! – the arduousness of commuting

• Identify heroes on the Mercy faculty…and bring pride to the fact that our professors are opening up our students to the possibilities of who they can be

• Characterize Mercy students as role models for young people – self-possessed and aware of what they want

• Sell the excellence of Mercy’s professional schools – not just their convenience

• �6HOO�WKH�EHQHÀWV�RI�HDUQLQJ�D�FROOHJH�GHJUHH

• Acknowledge that students – and the College – must relentlessly strive for improvement



UNDERGRADUATE STUDENTS

Who are they?• 8,000 students enrolled – 33%

adults, 67% traditional age• 53% transfers• 70% on Pell grants

ApproachPaint a positive but realistic picture of the student experience. Showcase Mercy’s supportive resources and high level of personal attention that help students move through college toward D�IXOÀOOLQJ�FDUHHU�

What do they want?• A respected degree that will help

them launch their careers

• Schedules that accommodate a busy commuter lifestyle

• Guidance and resources that help them make the most of their college experience

Audience segments• Traditional age• Adults• Commuters• Residents• Transfers

“ Are you eager to get ahead? You don’t have to do it alone. Mercy gives students incredible personal attention and support – including your own personal mentor who knows you, guides you, and gets you. All you need to bring is your determination to get the most out of a college experience and move on to a better life.”

“ It’s not all about academic intelligence. Something else makes people successful.”

“Is it a challenge to become a great teacher? Bring it on.”

“The typical Mercy College student? Proud. Focused. Determined.”

“You gotta stay hungry to get a great college education.”

“ The typical Mercy College student? Having fun, working hard, getting ahead.”

“’Bachelor’s degree required?’ Come earn yours at Mercy College.”

STUDENTS

Sample message

Messages from prototypes



GRADUATE STUDENTS

Sample message


Who are they?• 3,000 students enrolled, full time or part time

ApproachEmphasize the unique hands-on experience and high caliber of professional faculty in the professional schools/graduate programs. Showcase programs like the One-Year MBA/Turbo that accommodate busy, demanding lives. Make sure that the undergrad mission does not dilute prestige of graduate degrees.

What do they want?• Professional credentials and

real-world skills that enhance their career prospects

• To be in the company of smart peers who can become a supportive professional network

• As much convenience as possible as they juggle work, school and family obligation

Audience segments• Nursing• Business• Physicians Assistant program

“ Professional education is an investment. It takes money, time, and determination to get through a good professional school. Mercy’s graduate programs DUH�WRXJK�²�VR�WKDW�RXU�JUDG�VWXGHQWV�FRPH�RXW�SUHSDUHG��7KH\�DUH�WDXJKW�E\�WRS�SURIHVVLRQDOV�LQ�WKHLU�ÀHOGV�²�VR�WKDW�\RX�HPHUJH�ZHOO�FRQQHFWHG�DQG�positioned to build a brilliant career and a better life.”

´$OO�RXU�EXVLQHVV�VFKRRO�JUDGV�DUH�%ORRPEHUJ�FHUWLÀHG��-XVW�DQRWKHU�competitive edge.”

“ Chance of getting into our physicians assistant’s program? One in ten. Chance of getting deep personal and professional reward out of it? 100%”

“Down time? Not really. For adults, this is time to solve math problems.”

“The typical Mercy College student? Getting it together. Getting ahead.”

STUDENTS



$/801,� GROUPED BY SCHOOL

Who are they?• 54,000 listed alumni from

various Mercy schools and programs over past decades

• Less than 1% have donated to the college

• Mixed bag of those with positive and negative experiences

ApproachEngage the alumni – give them opportunities to participate, send success stories of students that remind alumni of themselves and are striving to have a better life.

What do they want?• A sense of community • Opportunities to stay in touch with

Mercy and friends• A better reputation for their alma

mater and reasons to be proud of the school

• Opportunities to be involved – not just giving money, but contributing in other ways

Audience segments• Business• Education• Health & Natural Sciences• Liberal Arts• Social & Behavioral Sciences

“ Feel proud. You worked through a challenging time in your life, you graduated from Mercy College, you took your own path, you landed your place in society, and you adapted to the wonders and hardships of adulthood. Now it’s time to share your wisdom with the next generation, to re-connect with the Mercy community, and to give back to people just like you.”

´�/LNH�\RX��,�ZDV�KXQJU\�IRU�WKH�EHQHÀWV�RI�KLJKHU�HGXFDWLRQ��$QG�OLNH�PDQ\�RI�P\�FODVVPDWHV�,�ZRUNHG�P\�ZD\�WKURXJK�FROOHJH��,W�ZDV�WRXJK³�EXW�ZRUWK�LW�� So here I am. It all paid off. And now I’m ready to join our alumni organization and help a new generation of students with a real passion for getting ahead. If you feel the same way, come to our reunion next month and share your ideas for making Mercy College even stronger and better for kids who have that hunger and are ready to earn a better life.”

Sample message


ALUMNI



FACULTY

Sample message


Who are they?• 200 core faculty• 600 adjuncts

ApproachThe brand must attract teaching talent, and be able to inspire the faculty while supporting them in advancing their respective agendas.

What do they want?• To support the mission – to help

students get ahead in life• To see Mercy College thrive

according to their understanding of what’s best for the college

• Professional development opportunities

• Support in growing and strengthening their respective departments

Audience segments• Undergraduate• Graduate• Full time• Adjunct

“ Teaching is a panoply of options. You might be at Oxford, you might be at a community college, at CUNY, in a lab or a medical school. If you’re teaching at Mercy College, you are sharing your expertise, personality, style, and joy with students who not only deserve your time, but who earn it every day with their determination to take on tough challenges and strive for a fuller life.”

´:KHQ�,�ÀQG�D�VWXGHQW�ZLWK�SRWHQWLDO��,�ÀQG�D�ZD\�WR�PDNH�LW�ZRUN�µ

“Planning a delicate operation on Monday… teaching at Mercy College on Tuesday.”

“Many of our professors are top professionals who bring real-life expertise into the classroom.”

FACULTY & STAFF



ADMINISTRATION

Sample message


Who are they?• Provost• Deans• Marketing • Corporate communications • Financial• Development• Admissions• Recruiting

ApproachThe social mission and the student experience both need to be emphasized and supported.

What do they want?• �7R�EXLOG�D�FXUULFXOXP�WKDW�VDWLVÀHV�

their institution’s most important strategic needs – meeting the social mission and improving the student experience

• �7R�UHFRQFLOH�FRQÁLFWLQJ�GHVFULSWLRQV�of Mercy (e.g. what features to emphasize) and make sure that public promises do not overshoot realistic ability to deliver

Audience segments• Provost• Deans• Senior staff

“Mercy cannot run, improve, educate, serve, grow, rise, thrive, hum, shine, and continue helping transform the lives of wonderful students without – (and not everyone knows or appreciates this)-- you. Thanks.”

“Not just higher education. Higher expectations.”

FACULTY & STAFF



DONORS

Sample message


Who are they?• Current and potential donors• Board members• Government agencies• Corporations• Private foundations

ApproachMessaging must demonstrate impact – in numbers and in success stories – that appeal to donors on logical and emotional levels. The Mercy brand must clearly communicate a compelling value proposition.

What do they want?• �*UDWLÀFDWLRQ�DQG�RU�UHFRJQLWLRQ�

for contributing to an important institution with an inspiring cause

• To see Mercy’s mission not fail• To see Mercy College on a sound ÀQDQFLDO�IRRWLQJ

• Assurance/proof that Mercy is providing value to the populations and causes they care about

Audience segments• Current donors• Potential donors• Board members• Foundations• Government agencies• Corporations• Community partners

“Education is key to human growth and social progress. But what kind of education? Mercy College focuses on students who might face a few barriers in life – such as little support for college at home, a demanding day job, or kids to care for. Mercy College is for those with a passion to get ahead. A high percentage of 0HUF\·V�VWXGHQWV�TXDOLI\�IRU�ÀQDQFLDO�DLG��DUH�IURP�XQGHUVHUYHG�SRSXODWLRQV��DQG�FDQ·W�WDS�GHSWKV�RI�ÀQDQFLDO�UHVRXUFHV��+DUYDUG�DQG�<DOH�KDYH�HQGRZPHQWV�LQ�the tens-of-billions. Mercy has an endowment of $190 million. Where will you give your next donation?”

“Our grads tend to be lousy at frisbee but good at getting jobs.”

DEVELOPMENT



PROSPECTIVE AND INCOMING STUDENTS

Sample message


Who are they?• High school juniors and seniors• Adults learners• Students who have been accepted

to Mercy• �'LVVDWLVÀHG�FROOHJH�VWXGHQWV�

interested in transferring to a different institution

ApproachReach them in unexpected ways. These are either kids who are lectured by adults all the time, and need to be attracted by a truly different proposition and voice.

What do they want?• They want to know that they can DIIRUG�FROOHJH��WKDW�WKH\�ZLOO�ÀW�LQ��that they will get a good job, and that they will make it to graduation

• To see role models – kids just like them who have been successful at Mercy College

Audience segments• High school seniors (rising)• Parents of prospective high

school students• Prospective transfer students• Prospective adult learners• Accepted students

“ If you really don’t want a good career and a good place in society, do not go to college. And do not go to Mercy College if you are avoiding challenging courses, exciting classmates, and an affordable way to have a spectacular educational experience.But if you are one of those with grit in your soul, a dream in your heart and steel in your spine, come to Mercy and leave our campus ready for anything.”

“ I enjoy waiting tables. For now. But I need to earn my degree and get on with my life.”

“ Why do I stay late and study for my degree? I have a personal timeline. What about you?”

“A great college education. A great life. You gotta really want it.”

“ In life, it’s easy to settle. It’s hard to want more and go after it. I knew education was the key.” – Tahira Long, MS 2014

“Get the degree you need to punch above your weight.”

RECRUITMENT



Who are they?• �,QÁXHQFHUV�RI�SURVSHFWLYH�

students

ApproachTeachers and counselors care about their students. The brand must communicate Mercy’s value to them and their students – a college experience that can improve skills and move all students toward graduation.

What do they want?• To help students match up with the

most appropriate institution for post-high school education

• To steer students toward a setting WKDW�LV�DIIRUGDEOH�DQG�ÁH[LEOH��D�place where they can thrive

• An institution that will provide the DFDGHPLF�DQG�ÀQDQFLDO�VXSSRUW�needed for students to graduate on time

Audience segments• High school career/guidance counselors• High school teachers

´�+LJK�DFKLHYLQJ��QRW�PRWLYDWHG��+LJKO\�PRWLYDWHG��ORZ�DFKLHYLQJ��6WXGHQWV�FRPH�LQ�DOO�IRUPV��ÁDZV�DQG�ÁDYRUV��<RXU�MRE�²�ZKLFK�\RX�ORYH�DQG�DUH�JUHDW�DW��LV�VSDUNLQJ�DOO�\RXU�VWXGHQWV�WR�PRYH�DKHDG��WR�EH�LQGHSHQGHQW��DQG�WR�EH�DEOH�WR�GHÀQH�WKH�IXWXUH�WKH\�ZDQW��$�JUHDW�FROOHJH�RSWLRQ�IRU�\RXU�VWXGHQWV�LV�0HUF\�&ROOHJH��ZKHUH�PRWLYDWHG�VWXGHQWV�EHFRPH�KLJK�DFKLHYHUV��DQG�ZKHUH�VWULYLQJ�IRU�D�EHWWHU�OLIH�LV�UHFRJQL]HG�DV�WKH�ÀUVW�VWHS�WRZDUG�OLYLQJ�D�EHWWHU�OLIH�µ

“Our grads tend to be lousy at frisbee. But good at getting jobs.”

“Are you hungry enough to earn a better place in life? Come to Mercy. We’ll show you how.”

HIGH SCHOOL TEACHERS AND GUIDANCE COUNSELORS

Sample message


RECRUITMENT



Who are they?• The parents or guardians of high

school students interested in enrolling in a higher education institution

• Many did not receive post-secondary education themselves but want to see their children go on to college and thrive in life

• Many are immigrants and minorities

ApproachIt’s hard for parents to let go of their kids, but it can be easier if they know that great things are in store. When talking to parents and guardians, emphasize the wealth of support and guidance available at Mercy, highlighting stories of students who have achieved and surpassed what they set out to do—all thanks to Mercy College.

What do they want?• To see their children succeed

and reach new heights – both academically and socioeconomically

• Affordability is a concern. They want their children to start out in life with D�VWURQJ�ÀQDQFLDO�IRRWLQJ��DQG�GHEW�free if possible

• Readily available supports and guidance—programs, advisors, tutors—that will set their children up to graduate on time, and with high marks

Audience segments• Two-parent home• Single parent• Legal guardians

6XFFHVV�LQ�OLIH�LV�QRW�JXDUDQWHHG��%XW�PRVW�SHRSOH�DJUHH�WKDW�JHWWLQJ�D�JRRG�FROOHJH�HGXFDWLRQ�LV�HVVHQWLDO��0HUF\�&ROOHJH�JLYHV�VWXGHQWV�DOO�WKH�EHQHÀWV�RI�D�college education — great professors, and classes that teach academic skills and provide excellent professional training. Best of all, Mercy College is known for giving students personal guidance and for not weighing down families with heavy debt. Success is not guaranteed! — but Mercy College provides the essential element of a college education for any student determined to work for it.

PARENTS

Sample message

PARENTS

VI SU AL SYSTEM



VISUAL SYSTEM27 Elements of Visual System28 Logo29 Minimum Size30 Logo Color Options31 Primary Logo Knockout Padding32 Primary Logo Misuse33 MC Avatar Icon34 Maverick Logos



VISUAL SYSTEMELEMENTS OF OUR VISUAL SYSTEM

Much of the visual identity work completed in 2015 has been retained, and used as a foundation for Mercy’s visual system going forward. The following pages include slight adjustments to the visual identity’s application, which will breathe new life into our look and feel.

Above all, this refreshed and expanded visual system is designed to help us focus on what makes Mercy College so unique: our students

These elements include:

• Updates to existing logo

• Updates to existing color palette

• Stacked words

• New photography style and treatments



PRIMARY LOGOA minimum space of 0.25" in print or 18px on screen is required around the outside edges of the logo, and any other type/copy.

When the height of “ERCY” in the “Mercy” portion of the logo = 0.25” or less, a minimum space of 0.25” is required.

[��

When x = 0.25” or more then the minimum space around the logo = x.

FILE INDEX

MC_Logo-Stacked-Full-Color-CMYK.eps MC_Logo-Horiz-Full-Color-CMYK.eps

X

X

X

X

X

X

X

X

X

X



PRIMARY LOGO MINIMUM SIZES FOR PRINT AND DIGITAL To ensure the legibility and impact of the Mercy College logo, it must never be reproduced in a size smaller than the one shown on this page.

PRINT

In print environment, the minimum size of the logo is 50pt in width.

SCREEN

In digital environment, the minimum size of the logo is 75px in width.

50pt

72pt

75px

155px

PRINT SCREEN



PRIMARY LOGO COLOR OPTIONSThe existing Mercy College logo will be retained, but single color or knocked-out versions are preferred. Versions with two colors are no longer recommended for use in order to streamline and simplify our marketing and communications designs.

1 Solid blue2 Black and white3 White-on-blue knockout4 White-on-black knockout

FILE INDEX

MC_Logo-Stacked-Mercy-Blue-CMYK.epsMC_Logo-Horiz-Mercy-Blue-CMYK.epsMC_Logo-Stacked-BW-CMYK.epsMC_Logo-Horiz-BW-CMYK.epsMC_Logo-Stacked-Mercy-Blue-Knockout-CMYK.eps MC_Logo-Horiz-Mercy-Blue-Knockout-CMYK.epsMC_Logo-Stacked-Horiz-BW-Knockout-CMYK.epsMC_Logo-Horiz-BW-Knockout-CMYK.eps

1

3

4

2



PRIMARY LOGO KNOCKOUT PADDINGIn order to maintain consistency, always allow for 0.5x of background color around both the stacked and horizontal logos. 0.5x is measured from the outside edges of the logo.

X

0.5X

X

0.5x



PRIMARY LOGO MISUSEThe Mercy College logo should under no circumstances be used in the situations described on this page.

Do not place shapes behind the signature or violate clear space guidelines

Do not recolor

Do not distort

Do not add any effects, such as glows or drop shadows

Do not change scale or position of mark

Do not use the logo as a transparent object over a solid-colored background

Do not outline

Do not use the mark with other text

Do not use typefaces other than the corporate typeface

ERCYOLLEGE



MC AVATAR ICONThe MC avatar allows for a consistent image across VRFLDO�PHGLD��7KH�DYDWDU�VKRXOG�EH�DQ�5*%�ÀOH��,Q�both the blue on white and the white on blue options, maintain a minimum 18px border around the MC characters.

It may also be used as a watermark. For information on watermark tints and color percentage usage, please see page <?>.

For recommended usage on social media platform cover images, please see page <?>.

FILE INDEX

MC_Icon-Full-Color-RGB.epsMC_Icon-Mercy-Blue-Knockout-RGB.eps



MAVERICK LOGOS

FILE INDEX

MC_Logo-Maverick.epsMC_Logo-Blue-Runs-Thru-Maverick.epsMC_Logo-Career-Maverick.psdMC_Logo-Logo-ID-Card-Maverick.pngMC_Logo-Blue-White-Fund-Maverick.eps

1 Maverick Logo 2 Blue Runs Thru Logo3 Career Maverick Logo 4 ID Card Logo5 Blue White Fund Logo

1

3

4

52



SEALThe Mercy College seal is intended for long-term use. ,Q�RUGHU�WR�PDLQWDLQ�WKH�LQWHJULW\�RI�D�XQLÀHG�LPDJH�across applications and platforms, the seal must be properly and consistently applied across all media. The seal must be only reproduced from the master artwork and should never be manipulated.

36 Seal37 Seal Minimum Sizes for Print and Digital38 Seal Color Options39 Seal Color Options: White on Color40 Seal as a Watermark�� 6HDO�RI�WKH�2IÀFH�RI�WKH�3UHVLGHQW42 Seal Misuse



SEAL

FILE INDEX

MC_Seal-Mercy-Blue-CMYK.eps

X 1.5X

Mercy’s seal contains the words “Inserviendo Consumere” which symbolizes the past, the present and the future of Mercy College – To be Consumed in Service.

The seal is NOT for general use. It is to be used by the 2IÀFH�RI�WKH�3UHVLGHQW��WKH�2IÀFH�RI�$GYDQFHPHQW�and the Marketing Department exclusively.

3OHDVH�QRWH�WKDW�WKH�2IÀFH�RI�WKH�3UHVLGHQW�KDV�D�designated seal. For guidelines on how and when to XVH�WKH�6HDO�RI�WKH�2IÀFH�RI�WKH�3UHVLGHQW��SOHDVH�refer to page 41.

1.5X

1.5X

1.5X



SEAL MINIMUM SIZES FOR PRINT AND DIGITALTo protect the legibility and impact of the Mercy College seal, it must never be reproduced in a size smaller than the one shown on this page.

PRINT

In print environment, the minimum size of the logo is 50pt in width.

SCREEN

In digital environment, the minimum size of the logo is 75px in width.

50pt 75px

PRINT SCREEN



SEAL COLOR OPTIONS7KHUH�DUH�IRXU�RIÀFLDO�SULPDU\�VHDO�FRORUV��7KH�VHDO�may also be used as a watermark.

For more information on watermark tints and color percentage usage, please see page 30.



FILE INDEX

MC_Seal-Mercy-Blue-CMYK.epsMC_Seal-Mercy-Silver-CMYK.epsMC_Seal-Dust-Blue-CMYK.epsMC_Seal-Sky-Blue-CMYK.eps



SEAL COLOR OPTIONS: WHITE ON COLOR7KHUH�DUH�HLJKW�RIÀFLDO�EDFNJURXQG�FRORUV�IRU�WKH�VHDO��On the top row of colors displayed, the seal may be used as a watermark. For information on watermark tints and color percentage usage, please see page 30.



FILE INDEX

MC_Seal-Mercy-Blue-Knockout-CMYK.epsMC_Seal-Mercy-Silver-Knockout-CMYK.epsMC_Seal-Dust-Blue-Knockout-CMYK.epsMC_Seal-Sky-Blue-Knockout-CMYK.epsMC_Seal-Green-Knockout-CMYK.epsMC_Seal-Red-Knockout-CMYK.epsMC_Seal-Purple-Knockout-CMYK.epsMC_Seal-Yellow-Knockout-CMYK.eps



SEAL AS A WATERMARK

FILE INDEX

MC_Annual-Report-2014-Outside-Cover.indd

The Mercy College Seal may be used as a watermark. When used as a watermark, the color of the seal must be a tint between 10 – 15%. It also may be applied as a transparent percentage of white. For information on seal color options for watermarks, please see page 38.

When used as a watermark, type may be printed over the seal.

When the seal is full-color or non-transparent white, the seal may not be applied as a watermark, and type may NOT be printed over the seal.


annual report

2 0 1 4



SEAL OF THE OFFICE OF THE PRESIDENT7R�VHW�WKH�2IÀFH�RI�WKH�3UHVLGHQW�DSDUW�IURP�RWKHU�organizations within the College, please use the Seal RI�WKH�2IÀFH�RI�WKH�3UHVLGHQW��


The seal utilizes gold and red as a vehicle for differentiation. For information on this seal’s colors, please see page <?>.

FILE INDEX

0&B2IÀFH�3UHVLGHQW�6HDO�)XOO�&RORU�&0<.�HSV

1.5XX

1.5X

1.5X

1.5X



SEAL MISUSEThe Mercy College seal should under no circumstances be used in the situations described on this page.

7KH�VHDO�PD\�RQO\�EH�XVHG�E\�WKH�2IÀFH�RI�$GYDQFHPHQW�DQG�WKH�2IÀFH�RI�WKH�3UHVLGHQW�

ME

RCY COLLEGE

Do not place shapes behind the signature or violate clear space guidelines

Do not recolor

Do not distort

Do not add drop shadow unless to clarify seal on a busy background

Do not change scale or position of mark

Do not outline

Do not use the mark with other text

Do not use typefaces other than the corporate typeface

Do not add additional ring around seal

OFFICE OF

A DVA N C M E N T



LOCK-UPS

44 Logo Lock-Ups: Horizontal46 Logo Lock-Ups: Vertical48 Seal Lock-Ups

In instances where text or other elements need to appear consistently next to the logo, it is called a “logo lock-up”. This derives from how components RI�WKH�ORFN�XS�DUH�´ORFNHGµ�LQWR�D�VSHFLÀF�OD\RXW�DQG�form a single unit. Please adhere to the Lock-ups VSHFLÀHG�LQ�WKHVH�JXLGHOLQHV�



LOGO LOCK-UPS: HORIZONTAL

FILE INDEX

MC_Logo-Center-Glob-Eng.aiMC_Logo-School-Soc-Behav-Sciences.aiMC_Logo-School-Business.ai

In Center and School Lock-ups, a pipe divides the stacked logo and the referenced Center or School.

The Secondary logos should always be set in Franklin Gothic Medium, on two lines.

7KH�W\SH�LV�VHW�ÁXVK�OHIW��

The cap height of “ERCY” and the baseline of “OLLEGE” are to be used as guides for setting type.

In instances where one line of text is longer than another, please insert a line break so that the bottom line is longer than the top.

To the left are spacing instructions and example Lock-ups.



LOGO LOCK-UPS: HORIZONTAL(cont.)

FILE INDEX

MC_Logo-School-Edu-Dep-Spec-Edu.aiMC_Logo-School-Soc-Behav-Sciences-Dep-Psych-Soc-Work.ai

In Departmental Lock-ups, a pipe divides the stacked logo and the referenced School and Department.

The secondary logos should always be set in Franklin Gothic Medium on two to three lines.

The School should be included at the top of the lock-up, in a smaller size.

7KH�W\SH�LV�VHW�ÁXVK�OHIW��

The cap height of “ERCY” and the baseline of “OLLEGE” are to be used as guides for setting type.

In instances where one line of text is longer than another, please insert a line break so that the bottom line is longer than the top.




OPTION 1:3-line option, height of the text scaled to the longest name. Centered.


School-only:Height of the text scaled to the longest name. Centered.




OPTION 1:3-line option, height of the text scaled to the longest name. Left-aligned.


School-only:Height of the text scaled to the longest name. Left-aligned.




LOGO LOCK-UPS: VERTICAL

FILE INDEX


The horizontal lockups are the primary lockup options. However, in instances where a vertical lock-up is required, please refer to the guidelines on this page.


The secondary logos should always be set in Franklin Gothic Medium.


The type is set centered.

*The height and width of the longest school and departmental names are used as guidelines for the height of the other school and departmental names.




LOGO LOCK-UPS: VERTICAL (cont.)

FILE INDEX


The horizontal lockups are the primary lockup options. However, in instances where a vertical lock-up is required, please refer to the guidelines on this page.


The secondary logos should always be set in Franklin Gothic Medium.


The type is set centered.

*The height and width of the longest school and departmental names are used as guidelines for the height of the other school and departmental names.
















SEAL LOCK-UPSWhen applying the Mercy College Seal next to or below the logo, it must always align precisely with the VSHFLÀHG�SURSRUWLRQV�



SEAL LOCK-UPS (cont.)

FILE INDEX

MC_Masthead-Alumni-Relations.indd

When used with secondary text in applications such as the masthead, the Mercy college seal and text PXVW�IROORZ�WKH�VSDFLQJ�DQG�SURSRUWLRQV�VSHFLÀHG�RQ�this page.

Sample masthead and text spacing and padding:



TYPOGRAPHYConsistency in the use of a typeface plays an important role in reinforcing the corporate image.

51 Corporate Typefaces52 Mercy College Athletics Department53 Digital Typefaces



CORPORATE TYPEFACESThe three main typefaces for Mercy College are Franklin Gothic as the sans serif typeface, Adobe Garamond as the serif typeface, and Gnuolane. Please refer to pages 55-58 for rules surrounding the use of Gnuolane.

Franklin Gothic Book Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ��#��A ��^`>@�"��

Franklin Gothic Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@#$%^&*(){}[]!?:;.,

)UDQNOLQ�*RWKLF�0HGLXP ABCDEFGHIJKLMNOPQRSTUVWXYZ DEFGHIJKLMNOPQRSTUVWXYZ[\] ��#��A ��^`>@�"��

Franklin Gothic Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@#$%^&*(){}[]!?:;.,

Franklin Gothic Std-Demi ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@#$%^&*(){}[]!?:;.,

Garamond Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@#$%^&*(){}[]!?:;.,

Garamond Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@#$%^&*(){}[]!?:;.,

Garamond Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@#$%^&*(){}[]!?:;.,

Gnuolane ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@#$%^&*(){}[]!?:;.,

FRANKLIN GOTHIC ADOBE GARAMOND PRO GNUOLANE



MERCY COLLEGE ATHLETICS DEPARTMENTThe typeface used for the Mercy College Athletics department is NCAA Michigan St. Spartans.

NCAA Michigan St. Spartans Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890@!?.,

NCAA MICHIGAN ST. SPARTANS



DIGITAL TYPEFACES

Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@#$%^&*(){}[]!?:;.,

Georgia Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@#$%^&*(){}[]!?:;.,

ARIAL GEORGIA When composing a digital document where brand typography is not available, please use Arial as the sans serif typeface, and Georgia as the serif typeface in order to maintain typographic consistency across Microsoft programs and digital platforms.

Please Note: For examples of email and digital communications where corporate typefaces are not available, refer to page <?>.



COLORThe core colors can be reproduced in many different ways, depending on the type of medium in which they are to appear.

In all cases, the objective is to achieve a consistent signature color palette.

55 Swatches56 Audiences



SWATCHESUsing our color palette consistently and intentionally helps bring communications and marketing materials to life in the most powerful, engaging way.

Our current palette mixes deep and serious colors with more vibrant and energetic ones, simultaneously communicating the weight and credibility of the institution as well as the diversity and dynamism of the Mercy College students and campuses.

Strive to use both Mercy Blue and Silver with our brighter palette, creating visual balance and interest.

Colors are a fundamental element in the building of the identity. Always apply the colors using the reference in this section.

RGB AND HEX

Colors must be used on all web and screen mediums.

CMYK

Colors can be applied on coated and uncoated papers.

PANTONE COATED

Colors should be applied on coated paper when a Pantone is used.

PANTONE UNCOATED

Colors should be applied on uncoated paper when a Pantone is used.

MERCYBLUE

RGB04384#002a54

CMYK10049070

3DQWRQH 539

MERCYSILVER

RGB223222222#DFDEDE

CMYK00033

3DQWRQH 422

PRIMARY

ORANGE

RGB23514044#eb8c2e

CMYK048950

3DQWRQH 151

BURGUNDY

RGB2520222#DFDEDE

CMYK01006515

3DQWRQH 200CVC

BRONZE

RGB2034545#cb2d2d

CMYK4148808

3DQWRQH 873CVC

SEAL OF THE OFFICE OF THE PRESIDENT

YELLOW

RGB2520133#542c85

CMYK0161000

3DQWRQH 116

RED

RGB2034545#cb2d2d

CMYK0951000

3DQWRQH 485

GREEN

RGB10916772#6da748

CMYK45010024

3DQWRQH 377

PURPLE

RGB8444133#542c85

CMYK64100014

3DQWRQH 2613

SECONDARY

DUSTBLUE

RGB145177197#91B1C5

CMYK304031

3DQWRQH 5425

SKY BLUE

RGB32152195#2098c3

CMYK1000813

3DQWRQH 313



COLOR: AUDIENCESColor coding is an easy and logical way to create an RZQDEOH�ORRN�DQG�IHHO�IRU�VSHFLÀF�DXGLHQFHV�ZKLOH�complementing the larger Mercy College visual system. This system, illustrated at left, provides a visual method of simplifying and organizing Mercy’s varied collateral and communications across departments.

Colors have been selected for each previously LGHQWLÀHG�NH\�DXGLHQFH��SDJHV��6WULYH�WR�make this designated color the dominant one in DXGLHQFH�VSHFLÀF�GHVLJQV��EXW�DOVR�LQFOXGH�WRXFKHV�of complementary colors and varying shades to add depth and visual interest.

For instance, in an alumni piece, render headlines in Sky Blue, but consider using Mercy Blue or Orange for subheadlines or calls to action.

STUDENTS

ALUMNI

FACULTY

DEVELOPMENT

RECRUITMENT



STACKED WORDSAn impactful and distinctive graphic element has been developed with the goal of engaging the curious mind. This bold word, demonstrated at left, is intentionally broken up in order to promote interaction with the viewer by inviting her/him to “connect the dots” and draw meaning from the graphic element. The word is then stacked to bring strong vertical movement and a powerful feel to our layouts.

UNSTOPPABLE

58 Creating Stacked Words59 Inspiration for Stacked Words60 Additional Applications



CREATING STACKED WORDSSome general guidelines surrounding the creation of Mercy Stacks:

1. Set your stacked word in the Gnuolane font

2. $OO�ZRUGV�VKRXOG�EH�OHIW�MXVWLÀHG

3. Render the stacked word in a size that has great visual impact

4. Use leading tight enough to allow read-through, but not so tight that letters are touching

5. If necessary, kern individual letters to ensure equal spacing

6. Check for potential unintended words by reading up and down each column

UNSTOPPABLE

��/HIW�MXVWLÀHG

1. Use Gnuolane typeface

3. Large, high-impact

5. Kern if necessary

4. Leading tight without lines touching

6. Read down each column to avoid negative words



TRIUMPH

OBSESSED

PERSISTENT

INSISTENT

PERSISTENCE

UNTAMED

FORWARD

ASPIRE

UNTAMABLE

EXPRESSIVE

IMPRESSIVE

UNDAUNTED

TENACITY

RELENTLESS

RESILIENT

EXCEL

DEDICATED

MAVERICK

INSPIRATION FOR STACKED WORDSThe words highlighted in marketing and FRPPXQLFDWLRQV�SLHFHV�VKRXOG�EH�ÀOOHG�WR�WKH�EULP�with energy and attitude. Sample words have been provided, at left, to spark creativity and jump-start the generation of new words. Keep in mind that our new brand voice should be felt in the words we use, so avoid passive, soft or over-used/expected words.



ADDITIONAL APPLICATIONSWhenever possible, these stacked and broken words should be reserved for powerful and aspirational language, as explained on page 57.

However, there are ways we can use this stacked device to add visual interest to longer or more utilitarian headlines.

Consider this example layout, which highlights seven reasons to come to Mercy College. The stacked headline provides movement and balance to the copy running down the right hand side of the spread. Mixing the Gnuolane font with the Franklin Gotchic headlines also adds visual interest.



ADDITIONAL APPLICATIONSThe stacking of headlines can also be used with Franklin Gothic, as illustrated in this sample layout. Consider using Franklin Gothic for more utilitarian headlines where additional visual interest might not be necessary.

Strive for balance, movement and dynamism in your layouts through by using different applications of the Mercy College stacked device.



PHOTOGRAPHY63 Content64 Treatment65 Tinted Photography66 Black & White Photography67 Full Color Photography



PHOTOGRAPHYCONTENT

Photography is one of the most important and engaging tools we can use to bring our new Mercy College brand voice to life.

Photoraphs should be in a journalistic or naturalistic style and should depict what active, driven and motivated people do: running to class, studying on the train platform, making the most of what little spare time they have.

Avoid overly posed photographs and typical college settings (sitting under trees, throwing frisbees). Instead, highlight what makes Mercy College such a unique place: the dynamism, the energy and the determination our students posess to get ahead in life.

Whenever possible, cast real Mercy students and style them within the Mercy color palette. Strive for diversity—there is no typical Mercy College student DQG�RXU�LPDJHV�VKRXOG�UHÁHFW�WKDW��)HDWXUH�DGXOW�students, commuters and residential students, and whatever other unique student you can think of!

At left are stock images that should serve as inspiration for the types of energy and composition we want to feature.

Getty Images 543224179

Getty Images 534572603Getty Images 517782201

Corbis 42-71096809



PHOTOGRAPHYTREATMENT

There are several photography treatments that help us take our already-unique photography style and make it truly ownable.

• Tinted photography

• Black & white photography

• Full color

Each of these treatments can be used individually or WRJHWKHU³JLYLQJ�RXU�YLVXDO�V\VWHP�PD[LPXP�ÁH[LELOLW\��



PHOTOGRAPHYTINTED PHOTOGRAPHY

To create a tinted photo, follow these steps:

1. Open image in Photoshop

2. Add adjustment layer “Hue/Saturation”

3. Make sure the “Colorize” option is checked

4. Adjust your sliders to achieve desired color in line with Mercy color palette

5. Add a stacked word in a color appropriate for the audience

1.

4. 5.

2. 3.Open image in photoshop

Adjust sliders to achieve desired color

Add a stacked word in an appropriate color

Add adjustment layer “Hue/Saturation”

Make sure the “Colorize” option is checked

UNSTOPPABLE



PHOTOGRAPHYBLACK & WHITE PHOTOGRAPHY

Black and white photography helps to add urgency and grit to our photo library. To create a black and white photograph from a color photo, use the following steps:

1. Open image in Photoshop

2. Add an adjustment layer– “Black & White”

3. Add another adjustment layer– “Levels” and adjust to ensure contrast

4. If necessary to aid in legibility, add tone to the image (set layer to “Multiply”)

5. Add a stacked word in a color that is appropriate for the audience. Whenever possible, do not use knockout type on a black and white photograph.

1. 3.2.

4. 5.

Open image in photoshop Add another adjustment layer “Levels” and adjust to ensure proper contrast

Add adjustment layer “Black & White”

Add tone if necessary and set layer to “Multiply”

Add a colored stacked word

UNSTOPPABLE



1.

3.

2.

4.

Original image that contains colors close to the Mercy palette

Render text in a color that is complimentary to the overall image color

Adding tone to the left of the image will increase legibility of text layered on top

Knock-out (white) text also enhances legibility while allowing image to pop

UNSTOPPABLE

UNSTOPPABLE

PHOTOGRAPHYFULL COLOR PHOTOGRAPHY

Full color photography helps us show the vibrancy of the Mercy Community.

1. When styling full color photo, try to keep colors close to the Mercy palette

2. When layering text over color photography, it may be necessary to add some tone to enhance legibility

3. When choosing text color, consider the overall image color (as well as your audience)–the example to the right contains lots of blues, so consider using orange

4. Also consider knock-out (white) text on full color images to allow the image to be the hero of the piece



INSPIRATION

69 Donor Appeal70 Mercy Viewbook71 Undergraduate Landing Page72 Department Newsletter74 Alumni Newsletter75 On-Campus

The following pages bring our entire brand voice system together—strategy, messaging, and visual system—showcasing the renewed power and impact of the Mercy College brand.

These demonstrations should be used as inspiration for layouts and serve as a jumping-off point for future materials. Experiment and mix and match in order to ensure the most visually interesting and successful layout.



DONOR APPEALSAMPLE COPY

Education is key to human growth and social progress. But what kind of education—and education for whom? Mercy College focuses on students who might face a few barriers in life — such as little support for college at home, a demanding day job, or kids to care for.

Mercy is for those with a passion to get ahead. A high SHUFHQWDJH�RI�0HUF\·V�VWXGHQWV�TXDOLI\�IRU�ÀQDQFLDO�aid, are from underserved populations, and can’t WDS�GHSWKV�RI�ÀQDQFLDO�UHVRXUFHV�³�EXW�WKH\�KDYH�D�passion for school, a career and a better life.

Mercy College has been around for more than a half century. We will not fail. And we won’t let any of our students fail if we have the resources to serve them.



MERCY VIEWBOOKSAMPLE COPY

“ What’s the typical Mercy College student like? There’s no such thing. We’re all different. But a lot of us have one thing in common — a need to accomplish things in life. Oh, and honesty. That means a lot to me, and people around here respect it.”

“ The main thing to me is you have to stay hungry in life. You have to really want to get ahead — and of course try to do what you love, too. I’m not afraid of working hard. I’m really not afraid of any challenge. Mercy College is my kind of place.”



UNDERGRADUATE LANDING PAGE



DEPARTMENT NEWSLETTERSAMPLE COPY

Headline: Research Makes a Difference

Subhead: Recent Grants

TO: Dr. Joan Toglia and Dr. Kathleen Golisz to study how everyday technology such as smart phones and apps enrich the daily lives of people with intellectual and developmental disabilities.

To: our Communication Disorders Program for new audio equipment to monitor the CD students during their provision of client services in the clinic. The equipment will provide both more client privacy and LPSURYHG�DELOLW\�IRU�IDFXOW\�WR�PD[LPL]H�WKH�EHQHÀW�RI�student interventions.



DEPARTMENT NEWSLETTERSAMPLE COPY

Headline: Dean’s Focus

High in the Andes Mountains of Ecuador is not the SODFH�\RX·G�H[SHFW�WR�ÀQG�0HUF\�&ROOHJH�IDFXOW\�DQG�students.

Just doing a little sight-seeing? I don’t think so. For eight days last February our colleague Prof. Claudia Fenderson, her husband William, and two Doctor of PT students Ryan Chow and Marc Jcobchick provided vital medical care to Ecuadorian families thousands of feet above sea level.

The Mercy team joined doctors, surgeons, nurses and PTs from around the country to serve impoverished children—making a huge, positive impact thousands of miles from our New York area campuses.

It’s just another example of how Mercy College School of Health and Natural Sciences serves our community both locally and globally. That’s what we do — and this is how we do it: We serve as we learn, and we learn as we serve.

Get more details in this newsletter—and please keep me posted how you are learning and serving too.



ALUMNI NEWSLETTERSAMPLE COPY

/LNH�\RX��,�ZDV�KXQJU\�IRU�WKH�EHQHÀWV�RI�KLJKHU�education. And like many of my classmates I worked my way through college. It was tough— but worth it.

So here I am. It all paid off. And now I’m ready to join our alumni organization and help a new generation of students with their passion to get ahead.

If you feel the same way, come to our reunion next month and share your ideas for making Mercy College even stronger and better for kids who have that hunger and are ready to earn a better life.

Genvieve Hoffman

Mercy College, BA 1998



ON-CAMPUS

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