visual identity and brand standards

VISUAL IDENTITY AND BRAND STANDARDS

HSU VISUAL IDENTITY & BRAND STANDARDS – 2 –

MISSIONLocated in the heart of Southwest Arkansas, Henderson State University is a public institution serving as a vital educational and cultural center for the local community, region and state. Founded as a private institution in 1890, Henderson has a strong liberal arts heritage that is the base of over 75 undergraduate and graduate programs, earning the university its status as Arkansas’s public liberal arts university.

Henderson offers a quality education guided by a faculty and staff that is committed to excellence and dedicated to serving a diverse student body from across Arkansas, over 25 other states and a number of foreign countries. The university encourages scholarly and creative activities in a caring, personal atmosphere that has reflected the university’s motto for over a century: The School with a Heart.

Influenced by its distinctive history, the mission of Henderson State University is to provide a learning environment that prepares students for a lifetime of intellectual and personal growth in a global society. The Henderson experience bridges students’ academic aspirations to career success by integrating professional studies and the liberal arts.

IDENTITYIn all that we do, it is important to maintain a consistent visual identity and brand standards in all communications representing Henderson State University. Strengthening our brand reinforces our commitment to education and is the responsibility of every college, department, office and faculty and staff member. The guidelines here define elements for visual and verbal communication of Henderson State University messaging and provide specific directions for the application of the Henderson logo and related elements. We recommend frequent reference to the guide whenever communicating in any medium on behalf of the university.

Introduction


Table of ContentsHSU MASTER LOGO .................................................................4 DESCRIPTION COLORS USAGE OTHER VERSIONS PLACEMENT TYPOGRAPHY DO and DON’THSU OFFICIAL SEAL .................................................................8HSU SECONDARY LOGOTYPES ................................................9 USAGE PLACEMENT COLORSHSU IMAGERY .........................................................................10HSU COMMUNICATIONS .......................................................11 EDITORIAL STYLE GUIDE PRINT COMMUNICATIONSHSU STATIONERY ...................................................................13 BUSINESS CARDS LETTERHEAD AND ENVELOPESHSU DIGITAL MEDIA ..............................................................15 WEBSITES EMAIL SIGNATURE SOCIAL MEDIA SOCIAL MEDIA SPECIFICATIONSHSU SPIRIT MARK ..................................................................17 PRIMARY LOGO SECONDARY LOGOSQUICK REFERENCE STYLE GUIDE ..........................................19


HSU Master Logo

DESCRIPTIONThe master logo for Henderson State University is the primary graphic identity. It consists of the “Henderson State University” logotype in black and the centurium mark in red, PMS 201.

When color is not available, the master logo should appear in black.

The centurium mark may be used alone as a graphic element but should not be used alone in place of the master logo.

COLORSWhenever possible, the master logo should appear in color with the centurium mark in Pantone 201 and the logotype in black. If color is not available, the optional black and white version is acceptable.

A complementary color palette has been provided to maintain a consistent look throughout university communications.

USAGEThe master logo should be placed on all communications, including brochures, stationery, business cards and all digital media.

HSU master logo color version - preferred

HSU master logo black and white version - preferred

Centuriummark

Logotype

HSU brand color palette

PMS 201 CoatedCMYK 23/100/79/15RGB 169/29/54

BlackCMYK 0/0/0/100RGB 0/0/0

HSU reverse master logos

Centurium mark

HSU complementary color palette

BLUE PMS 7470CMYK 100/55/42/20 RGB 0/88/111

Cool Gray 8CMYK 54/45/41/8RGB 124/124/129

Cool Gray 11 CMYK 54/45/41/31 RGB 99/100/104

44% Cool Gray 1CMYK 13/11/14/0RGB 219/217/214


OTHER VERSIONSA stacked version of the logo is acceptable but the horizontal master logo is the preferred version and should be used whenever possible.

The logotype may appear alone without the centurium mark.

A horizontal logotype version is also acceptable with the ‘H,’ ‘S,’ and ‘U’ in caps and the remaining characters in small caps.

A reverse version of the logotype without the centurium mark is acceptable.

HSU master logo, stacked versions

HSU logotype HSU reverse logotype

HSU horizontal logotype

Henderson state University


ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmonopqrstuvwxyz0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmonopqrstuvwxyz

0123456789

PLACEMENTMinimum space around the logo is necessary to balance the page and maintain the importance of the logo.

The master logo should be placed prominently on the front cover of all printed promotional collateral materials intended for external or internal audiences.

TYPOGRAPHYThe official typeface of the master logo is Optima. The master logo should not be rebuilt in any other typeface.

Complimentary typefaces in printed and digital material are recommended to maintain a consistent, modern and professional look to all communications.

Complimentary typefaces of Caecilia and Avenir are suggested for use in publications. Typefaces

are licensed and are widely available for purchase. In

the event that a unit does not have access to these

fonts, other suggested fonts are Rockwell and Century

Gothic Regular.

HSU minimum spacing around master logo should be equal to the size of the ‘H’ in “Henderson”

HSU minimum width of the master logo should not be less than 1.5”

Caecilia LT Std 45 Caecilia LT Std 75 Bold

Avenir Roman and Avenir Light


DO AND DON’TElectronic files are available through the Office of

Marketing and Communications. Do not attempt to

rebuild the logo.

Do not alter the proportions of any part of the logo

or use any unapproved background color or pattern

behind the lettering of the logo.

Do not box-in the logo or alter/distort the logo in any

way; e.g., drop shadow, outer glow, screen, etc.

Any questions regarding the proper usage of the

Henderson State University logos should be directed

to the Office of Marketing and Communications.

Office of Marketing & Communications

DO!

DON’T!

Use original electronic files provided

Do not stretch or distort the logo

Do not box-in the log

Do not place the logo on a background that competes with the logo

Do not group the logo with other elements

Maintain original proportions

Do not add effects such as drop shadow, outer glow or emboss effects to the logo

Do not alter the proportions of the elements of the logo


HSU NOT FOR REPRODUCTION HSU NOT FOR REPRODUCTION
















HSU NOT FOR REPRODUCTION HSU NOT FOR REPRODUCTIONThe HSU seal is the visual symbol of the university to be used in formal applications such as transcripts, diplomas and graduation materials. The seal cannot be modified in any way.

The seal should never be used as a graphic element, in backgrounds or in combination with the master logo.

Use of the HSU seal requires advance approval from the Office of Marketing and Communications.

HSU Official Seal


HSU Secondary Logotypes

USAGEIndividual schools, colleges, offices and other

entities must first have a visual connection to the

university and then to the department. Logotypes are

recommended to complement the master logo in print

or digital material.

Henderson State University should always appear

before the office, department or school in Optima Bold

using small caps. The secondary logotype should use

title case in the Avenir Roman typeface.

PLACEMENTDepartments must appear in hierarchical format. In

the names of schools, colleges, offices, etc., “and” is

replaced by the ampersand.

COLORSThe secondary logotypes should always appear in

black and never in HSU red. The master logo must be

visually prominent with the logotype appearing as a

secondary visual element.

Henderson state UniversityOffice of Marketing & Communications

Henderson state University


Henderson state UniversityAdmissions

Henderson state UniversityTeachers College


Examples of use of logotype with schools, colleges, offices and other entities

Examples of use of logotype in internal documents


HSU Imagery

Photography examples

PHOTOGRAPHYA key component to any communications piece is photography. Writing, typography, design and photography should work together to help define the university brand.

Photography should showcase student life and activities. Lifestyle shots should be used whenever possible before consideration of stock photography.

A current library of images is available through the Office of Marketing and Communications.


HSU Communications

EDITORIAL STYLE GUIDEHenderson State University’s style guide is intended to outline style practices specific to the institution. The university will primarily follow The Associated Press Stylebook editorial style and Webster’s New World College Dictionary, Fourth Edition. A Quick Reference Style Guide is included at the back of this book.

PRINT COMMUNICATIONSAll printed communications representing the university, its departments, colleges, schools and other entities should always have the master logo included and prominently displayed.

The website hsu.edu should be referenced on all printed communications.

Henderson’s Department of Aviation is Arkansas’s only university program that offers a four-year bachelor of science degree specifically in aviation. Utilizing experienced faculty, flight instructors, and 15 aircraft our goal is to provide students the training and education necessary to prepare them for a career in the professional aviation industry in the safest environment possible, whether they want to fly for the airlines, manage the airports they serve, or manage the fleet they fly. If you have any questions or comments about what we offer or about our website, please e-mail us and we will respond as quickly as possible.

For more information, call (870) 230-5012, email us [email protected] or go to hsu.edu.

Subhead and copy goes here in no smaller than 10 pt.

Department of Aviation

CHARLES D. DUNNSTUDENT RECREATION CENTER

APPROPRIATE HEADLINE GOES HERE

1100 Henderson St. | Arkadelphia, AR 71999-0001 | 870-230-5000 | hsu.eduDepartment of Mathematics & Computer Science

Layout examples for 8 1/2 x 11 print collateral

Layout example for print ad Layout example for trifold brochures

HEADLINE, SUBHEAD OR PULL QUOTE

HERE


Layout example for trifold brochure


HSU Stationery

BUSINESS CARDSIt is important that business cards from all faculty members and staff of Henderson State University maintain a consistent format. All business cards printed before the publication of these standards should be used and replaced with the new format in the next order/reorder.

To conserve space, the word “and” should be replaced with an ampersand: “&.”

Tonya Oaks SmithExecutive DirectorOffice of Marketing & Communications

Tonya Oaks SmithExecutive DirectorOffice of Marketing & Communications

Box 7823 • Arkadelphia, AR 71999-0001P (870) 230-5348 C (501) 352-8505

[email protected] • hsu.edu

Box 7823 • Arkadelphia, AR 71999-0001P (870) 230-5348 • C (501) 352-8505

[email protected] • hsu.edu

NAME:10 pt Caecilia LT Std 75 Bold TITLE: 8 pt/9.6 Avenir BookOFFICE/DEPT: 8 pt/9.6 Avenir Book

8 pt/9.6 Avenir Book on three lines, flush right PHYSICAL ADDRESS

PHONESEMAIL & WEBSITE

.125” margin1.75” logo

.125” margin

.75” f

rom to

p

HSU business card format


LETTERHEAD AND ENVELOPESAll letterhead and envelopes printed before the publication of these standards should be used and replaced with the new format when the next order is placed.

Each office or department may have their own printed letterhead and number 10 envelopes. If these are not available, the plain Henderson letterhead and envelope should be used.

1 1 0 0 H e n d e r s o n S t re e t • A r k a d e l p h i a , A r k a n s a s 7 1 9 9 9 - 0 0 0 1 • P ( 8 7 0 ) 2 3 0 - 5 3 4 8 C ( 5 0 1 ) 3 5 2 - 8 5 0 5 • h s u . e d u • f t

Office of Marketing & CommunicationsBox 7823 • Arkadelphia, AR 71999-0001


HSU letterhead and number 10 envelope

.5” m

argin

.5” margin

.1875

” marg

in

.1875” margin


HSU Digital Media

WEBSITESBranding on all offices, departments or colleges must conform to university naming conventions as previously stated.

The master logo should appear in the upper-left corner.

EMAIL SIGNATUREA standardization of email signatures is necessary to present a consistent and professional image. Email signatures should include full name, title, department or office name, physical address, phone number(s) and hsu.edu.

Less is more. Email signatures should be no longer than 10 lines. Avoid using custom colors, fonts and graphics.

Images and logos should not be used in your signature as these do not present consistently on all devices and can cause problems when downloading messages.

Avoid adding quotes or taglines.

A standard 12 pt. typeface should be used, as non-standard typefaces may not translate across all email platforms. Use plain text in order for your signature to be compatible with all devices.

HSU website masthead

HSU email signature

Tonya Oaks SmithExecutive DirectorOffice of Marketing and CommunicationsHenderson State UniversityBox 7823 • Arkadelphia, AR 71999-0001870-230-5348 • C 501-352-8505hsu.edu


SOCIAL MEDIAThe centurium mark should be used as the avatar and profile picture in social media. The official seal for the university should never be used on a website or in social media.

Background photography should be chosen from the images provided in the Henderson photo library. If another image is to be used, it should be approved by the Office of Marketing and Communications prior to posting.

All posts should reflect the image of the university and its commitment to excellence in higher education. Establishing a social media presence means you have begun a conversation and you must continue the conversation by posting engaging content on a regular basis.

SOCIAL MEDIA SPECIFICATIONSThe specifications for social media images changes frequently and one must stay up to date on changes to optimize the look of a social media page. The following specifications are provided but should be verified frequently.

Facebook SpecificationsCOVER PHOTO: 851px x 315pxPROFILE PIC: 180px c 180 pxNEWSFEED IMAGE: 472px x 315pxSINGLE IMAGE: 504px x 504 pxAll images should be converted to RGB and set to a resolution of 72 dpi, as .jpg or .gif files.

Twitter SpecificationsHEADER PHOTO: 1500px x 500pxPROFILE PHOTO: 400px x 400px

HSU Facebook page, Twitter page


HSU Spirit Mark

THE PRIMARY LOGOThe spirit mark of the university has been designed to give Henderson athletics a unifying visual identity. The spirit mark is not appropriate for use on any academic publications or in conjunction with any office or department communications. The use of the spirit mark should be strictly reserved for imprint items and athletic or student body publications.

The spirit mark consists of a capital “H” in Pantone 201 red with the word “Reddies” printed diagonally across it in 30% black (gray). The words Henderson State University may or may not appear with the spirit mark.

If color is not available, there is a black and white version. There is not a reverse version of the black and white.

When imprinting the spirit mark on a colored background, consult the Office of Marketing and Communications on appropriate use of the red, black and gray configurations and approximations. Usage is limited to the appropriate color executions and the standards may be deviated from only to achieve a reasonable duplication of the mark.

HENDERSON STATE UNIVERSITY HENDERSON STATE UNIVERSITY

HENDERSON STATE UNIVERSITY HENDERSON STATE UNIVERSITY

The HSU spirit mark primary logos in color and black and white

The HSU spirit mark with Henderson State University in color

The HSU spirit mark with Henderson State University in black and white


SECONDARY LOGOSOnly two other athletic logos have been approved for use in athletics: the Lady Reddies logo and the Red Wave logo. No future reconstruction, alteration or style of the spirit mark will be approved without approval from the Office of Marketing and Communications.

The HSU secondary spirit marks for Lady Reddies

The HSU secondary spirit marks for Red Wave


The AP Style Guide is the primary source for answering style questions at

Henderson State University. However, a few variations from that format

will be used. For style questions not specifically addressed in this style

guide, consult the AP Style Guide or contact the Office of Marketing and

Communications.

academic degrees – In mentioning an academic degree, it is best to

establish someone’s credentials by stating them rather than abbreviating

them. However, if abbreviations are used, please follow the guidelines

below.

abbreviations – use periods as follows:

B.A. for bachelor of arts

B.S. for bachelor of science

B.S.E. for bachelor of science in education

B.F.A. for bachelor of fine arts

B.S.N. for bachelor of science in nursing

B.B.A. for bachelor of business administration

B.M. for bachelor of music

Ed.S. educational specialist

M.A. for master of arts

M.B.A. for master of business administration

M.L.A. for master of liberal arts

M.S. for master of science

M.S.E. for masters of science in education

In certain applications, periods may be deleted if space is limited

and understanding of the degree is anticipated.

capitalization – degrees in a body of text should be in lowercase.

John Smith received a bachelor of science degree in biology from

Henderson State University.

apostrophe versus no apostrophe – Use as follows:

master’s degree in community counseling OR master of science

degree

bachelor’s degree in business administration OR bachelor of

business administration degree

academic departments – Use lowercase when used informally except for

words that are proper nouns or adjectives; uppercase when used formally

or as needed for clarity.

The Office of Marketing & Communications is located in Womack Hall.

The marketing and communications office consists of publications,

media relations, social media and web communication.

academic titles - Confine capitalization to formal titles used directly

before an individual’s name. Lowercase should be used in all other

instances.

According to Vice President for Finance and Administration Bobby

Jones

According to Bobby Jones, vice president for finance and

administration

QUICK REFERENCE STYLE GUIDE


On first reference to an individual with an academic title, use the

academic title after the name. Do not refer to him/her as Dr. in

subsequent references. Use his/her last name only.

Jane E. Doe, Ph.D., is giving the commencement speech this year.

Doe was selected from among the tenured faculty.

Names and titles in a listing, not in a paragraph, are capitalized.

Dr. Glendell Jones, President

Dr. Lewis Shepherd, Vice President for Student Services

Dr. Steve Adkison, Vice President for Academic Affairs

Dr. Brenda Ponsford, Dean of the School of Business

acronyms, college – See college acronyms

addresses – Use the abbreviations Ave., Blvd. and St. only with a

numbered address

1100 Henderson St.

Spell them out and capitalize when part of a formal street name

without a number

Henderson Street

Lowercase and spell out when used alone or with more than one

street name

Henderson and 12th streets

Use figures for address numbers

8 Concord Ave.

Spell out and capitalize First through Ninth when used as street

names; use figures with two letters for 10th and above

241 Sixth St., 431 21st St.

Abbreviate compass points used to indicate directional ends of a

street in a numbered address

414 N. 22nd St.

Do not abbreviate if the number is omitted

North 26th Street

alma mater – Lowercase when referring to the school or university one

attended.

alumnus, alumni, alumna, alumnae – Use alumnus (alumni in the plural)

when referring to a man who has attended a school. Use alumna (alumnae

in the plural) when referring to a woman. Use alumni when referring to a

group of men and women.

a.m., p.m. – Use lowercase and periods. Do not use AM, PM or am, pm. Use

noon or midnight instead of 12 p.m. or 12 a.m. Do not use 12 noon or 12

midnight.

annual – Do not describe an event as the first annual event. An event

cannot be annual when it is the first occurrence. A first-year event can,

however, be referred to as an inaugural event.

annual meeting – Lowercase in all uses.

Arkansas’s public liberal arts university – Lowercase public liberal arts

university in the body of a text. It has been decided that for Henderson’s

publications, Arkansas will be followed by an ‘s for possessive.

bachelor of arts, bachelor of science – Use lowercase. A bachelor’s

degree or a bachelor’s is acceptable.

board – Capitalize only when an integral part of a proper name.


board of trustees – Capitalize when referring to a specific board.

The Board of Trustees will meet in the conference room.

The board will meet to discuss the new building.

cabinet – Capitalize references to a specific body of advisers heading

executive departments. The capital letter distinguishes the word from the

common noun meaning cupboard.

capitalization – In general, avoid unnecessary capitals. In more formal

pieces such as the President’s Report, exceptions are allowed.

proper nouns – Capitalize nouns that name a specific person, place or

thing.

Derivatives – Capitalize words that are derived from a proper noun and

still depend on it for their meaning: English, French, Shakespearean,

but not french fries, pasteurize or venetian blind.

Sentences – Capitalize the first word of each sentence.

Compositions – Capitalize the principal words in the names of books,

movies, plays, songs, television shows, etc.

Titles – Capitalize formal titles when used before a name. Lowercase

formal titles when used alone or after a name. Lowercase all terms that

are job descriptions rather than formal titles.

chair – Use chair instead of chairman or chairperson. Capitalize the

word chair before a name when it designates the chair of a department

or committee. Do not capitalize as a casual or temporary position:

meeting chair Wrenette Stockton. Do not use chairperson unless it is an

organization’s formal title for an office.

city, state – When used in text, a comma should follow both the city and

the state.

Class of – Uppercase when used before the date in reference to a specific

class.

The Class of 1951 will hold its 50-year reunion this fall.

The 1951 class will hold its 50-year reunion this fall.

college acronyms – The official or formal names of colleges should be

capitalized. The formal name should be used on first reference.

Matt Locke Ellis College of Arts and Sciences (on first reference),

Ellis College of Arts and Sciences, Ellis College, or arts and sciences

Teachers College, Henderson

School of Business

commas in a series – AP Style calls for removing the comma before the

word “and” in a series.

commencement – Lowercase when in text.

composition titles – Italicize the titles of large works such as books,

magazines, movie titles, etc. Put quotation marks around small works such

as titles of chapters, poems, magazine articles, etc. Capitalize the principal

words, including prepositions and conjunctions of four or more letters.

Capitalize an article – the, a, an – or words with fewer than four letters if it

is the first or last word in a title.

course names – Capitalize the names of courses because they are, in

effect, titles. Lowercase the names of subjects unless they are proper

nouns or adjectives.

Heather has enrolled in Abnormal Psychology.

Brad will be taking a course in history this semester.


courtesy titles – Use the first and last name of a person instead of the

courtesy title and a last name. In cases where the person’s gender is not

clear from the first name, indicate the gender by using he or she in the

piece of writing.

dates – Use Arabic figures without st, nd, rd, or th.

days of the week – Do not abbreviate unless used in a tabular form.

dean – Capitalize when used as a formal title before a name. Lowercase

when used after a name or in other uses.

Dean John Hardee

John Hardee, dean of the Matt Locke Ellis College of Arts and

Sciences

dean’s list, honor roll – Lowercase in all uses.

departments, divisions – Lowercase when used informally; uppercase

when used formally or when needed for clarity.

John is working for the science department.

The Department of Science is hosting a reception on Friday.

email – one word, without a hyphen, in all uses.

faculty – Use with a singular verb.

The faculty numbers 150.

The faculty is meeting today.

The faculty members are gathered in the lecture hall.

fall semester – Lowercase.

Students will arrive for the fall semester Sunday.

freshman, freshmen – When used as an adjective, freshman means of or

for first-year students.

freshman English course

freshman courses

courses for freshmen

Henderson State University – This is the official title of the university

and must be used in the first reference to the university. In subsequent

references, it may be shortened to Henderson or Henderson State.

honorary degrees – All references to an honorary degree should specify

that the degree was honorary. Do not use Dr. before the name of an

individual whose only doctorate is honorary.

initials – Use periods and no spaces when an individual uses initials

instead of a first name.

Internet – Capitalized.

liberal arts – Use a plural verb when referring to liberal arts. Use a singular

verb when referring to the liberal arts program.

The liberal arts are essential for job placement in today’s

marketplace.

The liberal arts program is beneficial for all students.

majors – Lowercase.

business major


month and year – When used without reference to a specific date of

the month, no comma is needed. When used with a date of the month, a

comma should come after the date and after the year.

July 23, 2001

Graduation will be held December 14, 2001, in the Wells Athletic

Center.

numbers – Spell out numbers from one through nine. Use numerals for

those 10 or larger. To form a plural, add s with no apostrophe (60s). For

ordinal numbers, do not use superscript type on the th, st, etc.

offices - See academic departments.

president – Lowercase unless it immediately precedes the name of the

person who holds the position. Use only the last name after the first

reference.

The president met with the board on Thursday.

The board met with President Glendell Jones.

Jones reported on the progress of the construction on campus.

p.m., a.m. – Lowercase with periods between each letter. Avoid the

redundant 6 a.m. this morning.

professor – Lowercase in all instances, even when before a name, except

as part of the title professor emeritus. Never abbreviate.

The newspaper questioned professor John Doe, Ph.D., about his

new research.

room numbers – Uppercase room when used with numerals.

The lab is in Room 215.

seasons – Lowercase if they simply declare the time of the year.

The freshmen will arrive for the fall semester on this Sunday.

spacing – A single space should be used after a punctuation mark ending

a sentence.

states – Spell out the entire name when in the body of text. Use the

U.S. postal service abbreviations when the full address is set alone. Use

nonpostal abbreviations in limited space such as calendars.

telephone numbers – Use figures in the following form:

870-230-5334

If extension numbers are given: Ext. 5334

theater – Use for the building or area of a building where performances

are held, unless the proper name of a theater building contains the word

theatre.

titles – Reserve capitalization to formal titles used directly before an

individual’s name. Lowercase and spell out titles when they are not used

with an individual’s name. Titles used after an individual’s name are

lowercase, including the name of the department, division or college.

Director of Alumni Services Paul Hankins

Paul Hankins, director of alumni services

Names and titles in a list, not in the body of text, are capitalized.

trustee – Lowercase in all instances.

university – Unless it is used with the word Henderson, it is lowercase

– even when referring to Henderson specifically. Possible exceptions are

formal proposals and official documents.


vice president – Do not hyphenate. Capitalize or lowercase following the

same rules that apply to president.

Web – Uppercase. A proper noun referring to the World Wide Web.

web page – Two words.

years – Use an s without an apostrophe to indicate spans of decades or

centuries: the 1900s

visual identity and brand standards

Documents