Terra State Community College

Graphic Standards 2016-2017

Visual identity is part of a well-branded organization. The Harvard Business Review wrote that “a great brand deserves a great logo,” and Terra State Community College is a great brand.

The Terra State logo is the central element of the College’s visual identity and provides visibility and recognizability for The College brand. The refined T logo is the primary mark for Terra State, replacing the TC logo (effective August 1, 2014).

The consistent presentation of the Terra State logo is based on these general usage guidelines:

• All academic and administrative units of the college must use the Terra State logo in their official communications, marketing and promotional materials.

• The wordmark should not be used alone under any circumstances.• To preserve quality, the logo should always be reproduced from

approved electronic files or from a high-resolution original.• Adaptations are prohibited; adaptations dilute the logo’s impact in

communicating Terra State’s image. • The logo may not be incorporated or combined with any other mark,

symbol or graphic to create a new mark unless approved by the Marketing department.

• The logo should be displayed in official Terra State colors only.• The logo may not be cropped, blurred, stretched or distorted in any way.

The following guidelines provide specific information to maintain the integrity of the Terra State logo with emphasis on usage, placement, color and typography. By following these guidelines, the materials you produce will unify the look of all Terra State visual communications.

Any questions or concerns regarding the usage of the Terra State logo should be directed to the Marketing department at marketing@terra.edu.

Introduction

Concept and DevelopmentThe College name is important; therefore, the logo was designed to incorporate a strong portrayal of Terra State Community College. The wordmark was built in a stacked format to symbolize strength and advancement. The Terra State words are dominant in a bold, heavier style; the words Community College are in a lighter, but supporting version of the same font.

Key ComponentsThe Terra State logo includes two parts, which together, form the complete logo image.

Design and Elements

Framed T:This visual element of the logo should always be displayed above the wordmark when used in conjunction with it.It should never be placed to the side of the wordmark.

Wordmark:The wordmark is a fixed letterform version of the College name in a specific style and appearance and should never be reproduced or altered on a user’s computer.

Complete Logo:The framed T and the wordmark, together, complete the entire logo image. The logo should never be duplicated in any manner. Always use the supplied official artwork for all purposes.

Approved VersionsThere are two versions of the Terra State logo that have been approved for general use: the complete logo and the framed T.

Both versions may only be used in the approved colors (Terra State Blue, white or black). Whenever possible, the logo should be represented by the complete logo shown below. Exceptions include when the logo is being used on a dark color (use the white version in this instance) or when the material printed is in black and white only (use the black version in this instance).

In most instances, the complete logo is preferred for use. The framed T should be used only when spacing is an issue or the wordmark is not appropriate (for example as a web favicon) or when approved by the Marketing department.

Always use the official supplied logo artwork. It should never be reproduced or altered under any circumstances for any application. Do not photocopy logos from this document for use. If you need a current copy of the approved logos, please contact the Marketing Department at marketing@terra.edu.

Complete Logo Framed T

College ColorsThe official colors of Terra State Community College are Terra State Blue (Pantone 295) and white. These colors are as important as the College name or logo in identifying the Terra State.

All printed materials requiring a spot color should color match to the Pantone chip (C= Coated, U=Uncoated, M=Matte) of the requested material stock. If no spot color is being used, the following color builds should be used based on their intended purpose.

PrintC:100 M:69 Y:8 K:54

DigitalR:0 G:40 B:85Hex value: 002855

PrintC:0 M:0 Y:0 K:0

DigitalR:0 G:0 B:0Hex value: ffffff

Terra State Blue (Pantone 295)

White

SpacingThe legibility and distinction of the Terra State logo is very important. To ensure the logo is highly visible, always separate it from its surroundings.

The area of isolation, or minimum required clear space, surrounding the logo is equal to the height of the capital S in the word STATE. No other graphic elements should penetrate this area of isolation. It is recommended to use an even greater amount of space whenever possible for visibility and distinction.

SizingMinimum sizeA minimum logo size must be maintained to retain legibility at all times. This preserves the clarity of the logo.

Print Use: The complete logo should never be used at a size smaller than 1.125” (1 1/8”) in height for any materials. The framed T should never be used at a size smallerthan .375” (3/8") in height.

Digital Use:The complete logo should never be used at a size smaller than 74x90 pixels for web, email and other digital materials. The framed T should never be used at a size smaller than 26x30 pixels.

PlacementCareful placement is necessary when the logo is used over background colors or imagery. The complete logo must always be distinct and legible, with enough contrast to be easily identifiable.

The logo must be placed within a solid area or color and never intersect other elements. Clear space must be maintained at all times.

In addition, the logo should not be placed over a photograph or patterned background that interferes with the readability of the logo.

Unapproved Logo ConfigurationsArrangement and ProportionsNever rearrange, stretch, distort, retype, or add graphics to the logo.

Secondary ColorsThe approved secondary, or supporting, colors are listed below. Some things to consider when using these colors are:

• Consider the tone of your project when utilizing color. Color should reflect the message that you are trying to convey. Over use of multiple bright colors can appear too primary. Too many dark colors can appear somber.

• Be careful not to try to use every color in the palette. The use of too many colors can have a negative effect.

• Bright colors are intended to be used as accent colors and provide contrast as needed.

• To remain a unique brand, using the Terra State Yellow alone with our primary Terra State Blue is not acceptable. Terra State Yellow may only be used in conjunction with at least one other secondary color.

PrintC:0 M:19 Y:89 K:0

DigitalR:255 G:199 B:44Hex value: FFC72C

PrintC:27 M:0 Y:100 K:3

DigitalR:181 G:189 B:0Hex value: B5BD00

PrintC:0 M:73 Y:87 K:0

DigitalR:250 G:70 B:22Hex value: FA4616

PrintC:74 M:0 Y:13 K:0

DigitalR:62 G:177 B:200Hex value: 3EB1C8

Terra State Yellow (Pantone 123)

Terra State Lime (Pantone 390)

Terra State Orange (172)

Terra State Teal (Pantone 631)

Typography - College FontsThe Terra State Community College logo was created with the ITC Cheltenham font. ITC Cheltenham is a transitional font that falls between modern and old-style typefaces. It is easily adaptable to multiple situations and works well for both display and text.

The College’s secondary font family is Helvetica Neue (a sans serif font), which can be used as a modern companion font to our primary font.

Print materials or correspondence should always use the ITC Cheltenham font as paragraph or body text. Headlines should primarily be in Helvetica Neue to create contrast from the logo. If placement of the logo creates separation from a headline, ITC Cheltenham may be used as a headline. Variations of both fonts can be used for accents, subheads, bylines, contact info and small-sized text elements.

Digital presentations such as websites, e-newsletters, PowerPoint slides or other screen-based applications should incorporate ITC Cheltenham and Helvetica Neue as needed. If these fonts are not available on a system, standard system fonts Times New Roman and Arial should be substituted in their place respectively.

Availability: Both ITC Cheltenham and Helvetica Neue are available for both Mac and Windows platforms and can be purchased online at major type companies. Each division/department is responsible for securing licensed version if they are not available on their current systems. Although the official fonts are recommended for all College materials and communication, the above listed default faults are acceptable for most users.

For both print and digital purposes, the College logo should NEVER be recreated by the user. Always use the official logo artwork.

Sample Font StylesITC Cheltenham

Light

Terra State Community CollegeBook Italic

Terra State Community CollegeBold Condensed

Terra State Community CollegeUltra Condensed Italic

Terra State Community College

Helvetica Neue

Thin

Terra State Community CollegeLight Italic

Terra State Community CollegeRoman

Terra State Community CollegeBold Italic

Terra State Community CollegeLight Condensed

Terra State Community CollegeMedium Condensed Italic

Terra State Community CollegeHeavy Condensed

Terra State Community College

The College SealThe seal of Terra State Community College incorporates symbols that represent the areas of study as well as the concept of lifelong learning.

The College seal is reserved for use on formal and official documents, such as diplomas, certificates, legal documents and seals, resolutions and plaques. The seal is also used as a watermark on the College’s stationery. The seal is the legal signature of the College. It must not be altered in any way.

Usage Guidelines

The seal may not be used as an identifier for the College. It is not to be used on letterhead (other than as a watermark or by the President’s Office), envelopes, business cards, web pages or general publications. Use of the seal is reserved for diplomas and other graduation items.

• The seal must be used only as a stand-alone design element.• To ensure legibility in printed pieces, the seal should never be used smaller

than 1.5" (1 1/2") inch in diameter. • An area of open space (clear zone) must be maintained around the seal to

prevent it from being in conflict with other design elements.• To preserve quality, the seal should always be reproduced from approved

electronic files or from a high resolution original. It should never be scanned or reproduced from previously printed material or from poor artwork. Do not enlarge the seal from artwork smaller than its intended use.

Colors for the College Seal

The College seal can only be reproduced in Terra State Blue, black or grey, or foil-stamped in the approved colors of silver and bronze.

How to Access the College Seal

To obtain a digital file of the seal for an authorized use, contact the Manager of Marketing at marketing@terra.edu.

Past Logo MarksWhile we respect and honor the history of Terra State, the following logo marks are no longer to be used in any way. There are no exceptions to this rule.

Last updated 9.28.16