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7.01.001.003 - Style Guide

Approved: 6/18/2009
Approved By: President's Staff
Category: 7 - COMMUNITY RELATIONS AND DEVELOPMENT
Section: 01 - COMMUNICATIONS AND IMAGE
Policy: 001 - Communications and Image

Style Guide

Collegiate Identity

Graphic, Editorial & Style Manual

Table of Contents

Introduction

 

Project Planning

a.      Publications

b.      Advertising

c.       Media Relations

d.      Backplanning

 

Editorial Guidelines

a.      Associated Press Guidelines

b.      Capitalization

c.       Punctuation

 

Graphic Standards

a.      College Logo

b.      College Seal

c.      Official Typefaces

d.      Official Colors

e.      Color Applications for College Logo

f.       Reversals

 

Stationery Applications

a.      Memo Formatting

 

Web Page Criteria

 

Requesting Camera-ready Artwork

 

Appendix

a.      Marketing Project Request Form

b.      Media Relations Procedure

 

The Community College of Beaver County Collegiate Identity: Graphic, Editorial and Style Manual is a product of the CCBC Communications and Marketing Department designed to provide a consistent style and identity for the Community College of Beaver County and to assist all members of the campus in achieving a consistent presentation of CCBC.  May 2009.

CCBC does not discriminate on the basis of race, color, religion, age, sex, national origin/ethnic origin, or disability in its admissions policies, programs, activities, or employment processes.

As you know, you never get a second chance to make a first impression. In the marketing and public relations professions, your image is your perceived identity.  As a result, it is imperative that CCBC, as an institution, adopt style guidelines that will help us create a collegiate identity that will make a good and lasting first impression and one that will offer us the flexibility to grow, change and embrace our development as a college.

The faculty, staff and administration of CCBC worked extremely hard over the years to influence our image as a two-year college where quality, value, and access are our identifying measures.  To continue our growth, the communications and marketing department created this publication to adopt a standard for all publications and electronic messages that employees might use throughout their business as representatives of the college.  Developing a consistent format, look, and feel to all published marketing materials for the College is the goal.

Marketing pieces don’t need to all look identical, but they do need to follow certain parameters and incorporate identifying elements that make them uniquely and unmistakably CCBC.  Any materials produced by CCBC’s various, departments, division, and offices should have content and feel unto themselves but they should also be externally consistent with the overall image design approved by the College’s marketing plan.

Refer to this manual anytime to answer questions that may arise while planning for the promotional needs of your department or division. If still in doubt, feel free to contact the communications and marketing department.

We look forward to working with you on all your publication needs.

 

PROJECT PLANNING

The communications and marketing staff develops and produces advertisements, postcards, brochures, fliers, newsletters, press releases, power-point presentations, billboards, and photographs for college-wide marketing. Projects are handled on a first-come, first-serve basis in accordance with the communications and marketing procedure.

If you are thinking about producing a marketing project, your first step should be to determine:

  • If you have money in your budget
  • The target audience for your project

If you can answer yes to both these questions, make an appointment with the Director of Communications to discuss your ideas and needs. A Marketing Project Request Form should also be completed prior to beginning any project that requires assistance from the department. (This form is included in the back of this manual.)

Important Definitions

Publications

Publications are printed marketing materials produced for distribution on or off-campus.


Advertising

College-wide advertising can include television, radio, newspaper/magazine, online, billboard, and promotional DVD’s or CD’s.

Media Relations

Working with the media is great opportunity to build relationships and promote the College. Community College of Beaver County places a high priority on establishing credibility with reporters by providing regular, timely, and accurate information. Please contact the communications and marketing department if:

  • You have a good story idea that will promote the College, our students, our faculty, or our alumni.
  • You have been contacted by the media with a request for a statement and/or information.
  • Your department would like assistance with interview tips and crisis communications. 

For additional guidance, please refer to the College’s media relations procedure in the back of this manual.

Your First Step – Backplanning

When planning a marketing project for your department or division, remember to start early! The concept is called backplanning, and in order to do so, you first need to determine the date you must have the finished product in hand and begin orchestrating your project backwards. Be sure to keep the following time factors in mind:

  • writing and assembly copy
  • graphic design
  • photography
  • production – printing, assembling, folding, binding, etc.
  • proofing
  • re-write
     

Please allocate at least two weeks for most  general projects, including brochures, newsletters, fliers, advertising, and press releases. Additional time may be needed for more specialized projects.

All advertising, publications, and marketing-related projects whether intended for on or off-campus purposes, must be approved by the communications and marketing department prior to production and dissemination.

OUTDOOR ADVERTISING

The College contracts billboard space on Brodhead Road near the Beaver Valley Mall intersection from August-August each year. The Communications & Marketing Department controls billboard artwork/message, which can be changed out every quarter.

While the main purpose and priority of the billboard to advertise the College in general, there may be exceptions. To use outdoor advertising space to promote a particular program, service or event, consult with the Director of Communications as the appropriateness of your request. 

NATIONAL OR CONFERENCE PRESENTATIONS/PUBLICATIONS

If you, your department or division is part of a presentation at a local, regional or national conference, please review your presentation with the Communications and Marketing department prior to that event.  By doing this review, it will insure your quality of presentation and the identity of CCBC.  The graphics department has access to design materials that may add that extra punch to your presentation and perhaps even save you time.  In addition, possible grammatical or spelling errors can be eliminated. 

ASSOCIATED PRESS GUIDELINES

The communications and marketing department follows the editorial style rules listed in The Associated Press (AP) Stylebook and Libel Manual.  These guidelines give uniformity for ease of reading and for consistency in marketing and media relations. The following are several of the most commonly used guidelines at CCBC.

Capitalization

Academic Degrees

  1. Use apostrophe and do not capitalize – bachelor’s degree.
  2. Use abbreviations only when the need to identify individuals by degree on first reference would make it cumbersome – B.A. or Ph.D.

Academic Departments/Programs

  1. Use lowercase except for words that are proper nouns or adjectives – department of history, department of English, welding department, human resources office.
  2. Use lowercase for internal elements of an organization when they have names that are widely used generic terms – board of directors of General Motors, the history department of Harvard, the sports department of the Beaver County Times.
  3. Capitalize internal elements of an organization when they have names that are not widely used generic terms – the General Assembly of the World Council of Churches, the University Transfer Program, Business and Technologies Division, the Cooperative Program for the Deaf and the Blind.

Academic Titles

  1. Capitalize and spell out formal titles such as Professor, Chancellor, and Chairman when they precede a name – President George Washington. Lowercase elsewhere – George Washington, president of the United States.
  2. Lowercase and spell out titles when they are not used with an individual’s name or when they serve primarily as occupational descriptions – the vice president issued a statement, astronaut John Glenn.

Offices/Locations

  1. Capitalize office when it is part of an agency’s formal name – Office of Management and Budget.
  2. Lowercase all other uses, including phrases such as the office of the attorney general, the U.S. attorney’s office, counseling office, president’s office.
  3. Lowercase locations that are not part of the formal name – Community College of Beaver County library, Tracy Gaines Learning Resource Center auditorium, room 253.

Punctuation

Commas

  1. Do not put a comma before the conjunction in a simple series (and, or) – The flag is red, white and blue; He would nominate Tom, Dick or Harry.
  2. Use a comma before the concluding conjunction in a series if an integral part of the series requires a conjunction – I had biscuits, coffee, and ham and eggs for breakfast.
  3. Use a comma in a complex series of phrases – Consider whether the athletes are skillful enough to compete, whether they have the stamina to train, and whether they have the proper mental attitude.
  4. Do not use a comma if the quoted statement ends with a question mark or exclamation point – “Why should I?” he asked.

Months and Dates

Capitalize the names of months in all uses.   

When a phrase lists only a month and a year, do not separate the year with commas.  When a phrase refers to a month, day and year, set off the year with commas.

Examples

  • January 1972 was a cold month.
  • January 2 was the coldest day of the month.
  • His birthday is May 8.
  • February 14, 1987, was the target date.
     

In tabular material, use these three-letter forms without a period: Jan, Feb, Mar, Apr, May, Jun, Jul, Aug, Sep, Oct, Nov, Dec.

 

GRAPHIC STANDARDS

In order to establish a strong identity, these guidelines must be followed consistently and correctly in any form of communication in which the logo appears, including printed material, signage, clothing, web pages and promotional items. To ensure appropriate usage, the communications and marketing staff must approve any printed materials before production.

Logo 

The logo for CCBC should be applied primarily as an identification element, and is a mandatory design element on all publications or wherever the College name is stated. No unauthorized, separate logo or graphic element may be used to represent the college or any of its divisions, departments, programs, or offices.

Treat the logo as a single piece of art, and please remember not to:

  • Alter or remove any portion of the logo.
  • Use the symbol independently of separate from the College name.
  • Substitute any font in the logo.
  • Stretch or skew the logo.
  • Change the color.
  • Rotate or reverse the logo.

 

College Seal 

The CCBC seal is to be used on official documents from the College such as diplomas and transcripts or on correspondence from the president’s office or the CCBC Board of Trustees. It should not be used as a marketing symbol or logo.

Official Typefaces

Zapf Calligraphic is the official serif typeface of CCBC and should be used for body copy in all internal and external documents and publications whenever possible. This font is only available in the Graphics Office. When completing desktop publishing projects, Times New Roman can be used as an alternate.

Swiss is an alternate/complementing san serif typeface used in the Graphics Office in coordination with Zapf Calligraphic. It is useful for headlines, sub headlines, and captions. When completing desktop publishing projects, Helvetica can be used as an alternate.

For purposes of the logo, the following fonts will be used:

  • CCBC - Swiss721 BLK BT
  • Name/Address - AvantGarde BK BT 
  • Tag/Website - ZapfCalligr BT
     

For questions regarding the usage of the Community College of Beaver County identity standards, or to request an electronic version of the logo, please contact the Marketing and Public Relations Department.

Official Colors

The official colors for the CCBC logo are Pantone Matching System (PMS) Blue #302 and Brown #722.

These official colors are the preferred choice for use in publications, advertising, and marketing for the College. Situations may exist, however, where this specification is not possible. For all official marketing, recruitment and communication such as stationery, envelopes, business cards, official announcements, and promotional items, these are the only colors acceptable for use.

Reversals

The logo may also appear in a “reversed” or white format in PMS #302 blue or black backgrounds. See the examples below for style.

STATIONERY APPLICATIONS

In order to maintain a unified and consistent look in marketing efforts, it is important that all CCBC communications reflect the same design and quality standards.  This “branding” will reinforce our name and the important role the College plays in our community.

As a result, a set of uniformity rules have been created for campus-wide use when composing letters and memos for on or off-campus audiences.  Examples are provided below for your reference.

Keep in mind the following guidelines when composing letters or memos:

  • First paragraph – state the main point of the letter or memo
  • Beginning with the second paragraph – state the supporting details to justify your purpose
  • Closing paragraph =- briefly restate your purpose and why it is important

 

Date

CONFIDENTIAL (notation used to indicate the letter should be read only by the person addressed)

Address’s Name

Address’s Title

Name of Organization

Street Address

City, State, Zip Code

Dear Addressee:

This is a sample of the preferred business letter format for Community College of Beaver County. Using this format will create a clear and consistent appearance for all College correspondence.

Left and right margins are set at 1”.  The date is positioned ½” inch from the bottom of the letterhead.  There is one return after the date, after the addressee information, and after the salutation.  Leading throughout is automatic. Copy should be set in Calibri (Body), 11 point type. The body of the letter is single space with an extra return between paragraphs and an extra return before the closing. There should be three to four returns before the closing and the typed name of title of the sender to allow space for a signature.

Throughout, the letter should be typed in block style, flush left with no paragraph indents.

Sincerely,

 

Sender’s name

Sender’s title

 

WRITER/typist Initials

Attachment

cc:         

 

MEMORANDUM

TO:                        (readers' names and job titles)

FROM:                  (your name and job title)

DATE:                   (complete and current date)

SUBJECT:             (what the memo is about, highlighted in some way)

 

This is a sample of the preferred internal memo format for Community College of Beaver County. Using this format will create a clear and consistent appearance for all College correspondence.

The customary standard margins to use are 2" top margin; default (near 1") side margins; at least a 1" bottom margin. Copy should be set in Calibri (Body), 11 point type. The body of the letter is single space with an extra return between paragraphs and an extra return before the closing. There should be four returns before the closing and the typed name of title of the sender to allow space for a signature.

Throughout, the memo should be typed in block style, flush left with no paragraph indents.

If someone other than the writer keys the memo, that person's initials should be typed at the left margin a double space below the message.  If an attachment or enclosure is included, Attachment or Enclosure should be keyed at the left margin a double space below the message or the keyboard operator's initials (if any).

Headings (if needed) begin at left margin.  After TO: tab twice to key the name; after FROM: tab once to key the name; after DATE: tab once to key the date; after SUBJECT: space twice (or tab once) to enter the subject.

 

WRITER/typist Initials

Attachment

cc:

 

WEB PAGE CRITERIA

The CCBC website is one of the most visible and important marketing tools available to the College.  Because of the crucial role the web plays in getting information to and from our target audiences, it is imperative that all information updates and/or CCBC web-based promotional pages conform to the same design and quality standards and follow the same processes and procedures used in all other CCBC marketing elements.

Prior to the creation, design and posting of any information to the CCBC website, contact the Director of Communications.  The Communications and Marketing department is responsible for proofing final content and design of web-based materials.

 

REQUESTING CAMERA-READY ARTWORK

To request a camera-ready version of the CCBC logo, contact the Graphic Arts Specialist via email with your specific needs.