UNIVERSITY MARY Branding Standards Guide for Life

1 UNIVERSITY of MARY Branding Standards Guide

UNIVERSITY of MARY Branding Standards Guide

for Life.


The University of Mary is being blessed with a season of amazing growth and we are gratified that our unique brand is becoming more and more widely recognized.

Respecting our branding images and language by using them consistently and correctly is vital to maintaining our identity and growing our brand.

In 2018 the University of Mary went through a rigorous and in-depth process to refresh our branding iconography. This visual branding complements our previous choice of “for Life” as our motto and is designed to be a cohesive ‘family’ of word and image. All University of Mary images must abide by our usage guidelines.

At this university, we want the public to be confident that we are a literate community. We are expected to set high standards in our written communications, correctly using grammar, punctuation, and spelling. It is our expectation that all departments have or implement a system of quality control for written work.

All official University of Mary social media accounts (main, niche, and professional) are expected to adhere to the official University of Mary Social Media Policy. Anything posted to social media accounts should follow brand standards, be in good taste, be suitable for all audiences, and align with the University of Mary Benedictine values. The University of Mary reserves the right to delete content and accounts that are considered in poor taste, offensive, or unacceptable according to brand standards. Content that could be deleted includes, but is not limited to, content that is harmful, obscene, offensive, defamatory, or threatening.

Our Office of Public Affairs staff members are always happy to discuss questions of style, whether in word or image. When we all ‘speak with one voice,’ we strengthen our brand to represent beautifully the mission of the University of Mary.

Monsignor James P. Shea

UNIVERSITY of MARY Branding Standards Guide 3

table of contents

Our Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Logo & Identity Marks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

University of Mary - for Life.University of Mary - OnlineUniversity of Mary - SchoolsUniversity of Mary - Departments

Mary College at ASU . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11Presidential Seal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13University Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14UMary Marauders . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

UMary MaraudersSports-specificWordmarkLetterman’s LogoMarauder HeadMarauders LogoArmada LogoVintage Logos

Athletic Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18University Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19University Writing Guide . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22

University Website & Digital Media . . . . . . . . . . . . . . . . . . . .28 Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31Websites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32Email Signatures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34Business Cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34

Basic Design Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35


OUR STATEMENT OF MISSION & IDENTITY

Founded to prepare leaders in the service of Truth, the University of Mary is distinctive in our education and formation of servant leaders with moral courage, global understanding, and commitment to the

common good. As America’s Leadership University, we are deeply devoted to our mission:

The University of Mary exists to serve the religious, academic and cultural needs of the people in this region and beyond. It takes its tone from the commitment of the Sisters of Annunciation Monastery. These Sisters founded the University in 1959 and continue to sponsor it today. It is Christian, it is Catholic, and it is Benedictine.

We cherish our Christian, Catholic, Benedictine identity; we welcome and serve persons of all faiths.

We are faithfully Christian. We are joyfully Catholic. We are gratefully Benedictine.


Logos and Identity Marks


UNIVERSITY OF MARY LOGO

The University of Mary logo consists of an uppercase M, symbolic of the Blessed Virgin Mary, as well as our hilltop location and strong architecture. Above the M is a carefully placed proportional cross. The logo should only appear in PMS 294 or black, or white when used on dark backgrounds.

Approved Horizontal Logo Approved Vertical Logo


no smaller than 1.5 inches (print)no smaller than 108X32 pixels (web)

APPROPRIATE USE

The logo should always be reproduced at a size that is clearly legible in the medium used. Minimum size requirements have been established for print and web material (Figure 1). Do not crop any part of the logo or ‘bleed’ it off a page (Figure 2). Because the logo is treated as a single image do not change any elements within it (Figure 3). Do not stretch the logo (Figure 4) or rotate it (Figure 5). Do not use embellishments such as lines (Figure 6) or boxes around the logo (Figure 7). Do not print the logo in any other color besides the official Pantone 294 or black (Figure 8) and do not place the logo on any background that makes it difficult to see (Figure 9).

Figure 1

Figure 2

Figure 5

Figure 6

Figure 7

Figure 8

Figure 9

Figure 4

Figure 3

UNIVERSITY OFMARY


ALTERNATIVE LOGOS

The primary logos should always be considered for use first, but alternative logos have been created to provide flexibility with various applications.

for Life.

WORDMARK

To be used when clarity or size is an issue and for applications with an extreme horizontal format. The wordmark can be reproduced at very small sizes.

REVERSED

Reversed logos have been developed for use on dark or contrasting backgrounds. The M and the cross must always be white or the lightest color.

BLACK & WHITE

Black versions of the logo have been developed for occasions when it’s not possible to print in color, such as newsprint or flyers.


SCHOOL, LOCATION, AND DEPARTMENT LOGOS

This set of logos was created to identify university schools and departments. The logos can be used on school and department materials, invitations, stationery, and apparel.

HORIZONTAL SCHOOL/DEPARTMENT LOGOS

To be used for applications with an extreme horizontal format, such as tablecloths and promotional giveaways.

HORIZONTAL DEPARTMENT LOGO

To be used when clarity or size is an issue and for applications with an extreme horizontal format.

SCHOOL/DEPARTMENT LOGOS

Admissions

Admissions


for Life.

Tagline can be used as a graphic element but may only be used when the University of Mary logo is also present in the design.

REVERSED


for Life. LOGOS

Both horizontal and vertical versions of the ‘for Life.’ logo are acceptable options. These logos should only appear in PMS 294 or black.

for Life.

for Life.

for Life.

for Life.

FOR LIFE CAMPAIGN

The ‘for Life.’ tagline was chosen to represent the University of Mary’s values and vision. We use ‘for Life.’ (with a period for emphasis) to communicate our commitment to educate people for ‘the whole of life’ as lifelong learners, our commitment to the dignity and value of the human person, and our commitment to forming students who bring radiance, joy, and the love of others into the world.


ONLINE LOGO

The university’s Online logo was created to serve the university’s adult learner community. These students are working to earn their bachelor’s, master’s, or doctoral degrees, or are seeking non-degree options, such as certificates.

WORDMARK


REVERSED


LOGO OPTIONS

Both horizontal and vertical versions of the Online logo are acceptable options. These logos should only appear in PMS 294 or black.


MARY COLLEGE AT ASU

The Mary College at ASU logo was created to represent the partnership between the University of Mary and Arizona State University.

REVERSED


MARY COLLEGE AT ASU LOGO

Both horizontal and vertical versions of the Mary College at ASU logo are acceptable options. These logos should only appear in PMS 294 or black.

MARYCOLLEGEat ASU

Mary Collegeat ASU MARY

COLLEGEat ASU

Mary Collegeat ASU


PRESIDENTIAL SEAL

The Presidential Seal is the official seal of the Office of the President. The seal is placed on official university documents, such as diplomas, certificates, President’s stationery, and invitations from the Office of the President. The Presidential Seal should not be combined with any other logos and cannot be used by any other departments other than the Office of the President, unless expressly permitted.


UNIVERSITY OF MARY TYPOGRAPHY

To provide flexibility, two groups of typefaces have been selected for the University of Mary’s graphic identity.

Group 1 is used on collegiate materials, such as letters, flyers, posters, and brochures. Each grouping has a serif and sans serif typeface that work together to form the graphic identity’s personality. See page 18 for Athletic Typography (Group 2).

GROUP 1

Iowan Old StyleABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789&

MinionABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789&

Proxima NovaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789&

Berthhold AkzidenzABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

123456789&

Bickham ScriptABC DE F GHIJKLMN OPQRST UVW X YZabcdefghijklmnopqrstuvwxyz123456789&

SloopABCDE F GH I JKL M-N OP QRS T U V W X Y Zabcdefghijklmnopqrstuvwxyz123456789&

COMPLEMENTARY FONTSHelvetica NeueHelvetica NarrowNunito SansTimes


UNIVERSITY OF MARY MARAUDERS ATHLETIC LOGO

The athletic logo, the Marauder, may only be used by the Athletic Department, Campus Bookstore, or by special permission from the Office of Public Affairs. It should not be used in place of, or alongside, the University of Mary logo. The Marauder is a unique symbol for the university’s athletic teams, and as such should not be used to represent academic or administrative units of the university, nor by individuals employed by the university, aside from the Athletic Department.

UMary Marauders Primary Logo


MARAUDER HEAD (RESTRICTED)

The Marauder head must always be accompanied by the words ‘University of Mary’ or ‘UMary.’

LIMITED USE LOGOS

The use of these logos must have special permission from the Office of Public Affairs.

LETTERMAN’S LOGO

The Letterman’s logo has been created to complement the primary logo. This is best used when the primary logo becomes too complex, and can be reproduced at a very small size.

WORDMARKS


ALTERNATIVE MARAUDERS ATHLETIC LOGOS

The primary logo should always be considered for use first, but alternative logos have been created to provide flexibility for a variety of applications. When placed on a dark background, the white outline must remain. (See: examples on blue background)


WORDMARK SPORTS DESIGNATION

PRIMARY SPORTS DESIGNATION

MARAUDERS SPORTS DESIGNATION

The primary logo should always be considered for use first, but alternative logos have been created to provide flexibility in a variety of applications for specific sports. When placed on a dark background, the white outline must remain (See examples on blue background).

MARAUDERS ATHLETIC UNIFORMS

It’s important to use the University of Mary color palette on athletic uniforms so fans can quickly identify teams/athletes as Marauders. Uniforms should use the primary colors of navy blue, orange, and white. Complementary colors may be used as accents.

Specialty uniforms like the NCAA Jerseys for a Cause are an exception and may use a complementary color like black as the primary color of the uniform. These instances must be approved by the Athletic Director and Creative Services.


ATHLETIC TYPOGRAPHY

Group 2 of the University of Mary’s typography is used on Marauders Athletics materials, such as letterheads, posters, and schedules. Each grouping has a serif and sans serif typeface that work together to form the graphic identity’s personality.

GROUP 2

BANK GOTHICABCDEFGHIJKLMNOPQRSTUVWXYZ


123456789&

Proxima NovaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789&

Berthhold AkzidenzABCDEFGHIJKLMNOPQRSTUVWXYZ


123456789&

FACTORIAABCDEFGHIJKLMNOPQRSTUVWXYZ


123456789&

Gloss and BloomABCDEFGHIJKLMNOPQRST UVWXYZabcdefghijklmnopqrstuvwxyz123456789&=

COMPLEMENTARY FONTSHelvetica NeueHelvetica NarrowRockwell

Times


COLOR PALETTE

Blue and orange are the University of Mary’s colors, and as such are meaningful to students, employees, and alumni. The current blue is a contemporary, darker, and bolder navy blue that still complements the blues from the past. This new Mary blue (PMS 294) is ideal for athletic uniforms, banners, signage, websites, and applications where strong contrast is desired. Mary Orange (PMS 165) is bright and intense and excellently complements the new navy blue. Mary orange may be used on its own for any application where the intent is to stand out.

PMS 294 BLUECMYK: 100/90/29/19RGB: 0/53/93HEX/HTML: 00355D

COMPLEMENTARY BLUECMYK: 100/68/0/12RGB: 0/83/155HEX/HTML: 00539B

PMS 165 ORANGECMYK: 0/74/98/0RGB: 255/103/29HEX/HTML: FF671D

GREYCMYK: 0/0/0/40RGB: 167/169/172HEX/HTML: A7A9AC

BLACKCMYK: 60/50/40/100RGB: 0/0/0HEX/HTML: 000000

WHITECMYK: 0/0/0/0RGB: 255/255/255HEX/HTML: FFFFFF

PRIMARY COLOR PALETTE COMPLEMENTARY COLOR PALETTE


Writing Style Guide


UNIVERSITY OF MARY WRITING STYLE

When creating messages for and about the University of Mary, it is important to adhere to language that expresses the values of the University, based on our foundational Benedictine values of community, hospitality, moderation, respect for persons, prayer, and service.

Furthermore, our tone is to be that of positivity, hopefulness, compassion, gratitude, and joy. Our motto is ‘Lumen Vitae,’ and our intent is to carry the ‘light of life’ throughout all activities on campus and into the community and the world.

Our choice of ‘for Life’ as a tagline reflects our mission to carry forward a Christ-centered, virtuous, and servant leader-oriented education to benefit our students for the whole of their lives.

As we remember that we follow Christ, the Light of the World, so we always strive to demonstrate that this university has been created to illuminate the beauty of a Christian, Catholic, and Benedictine education.

Associated Press (AP) style is our standard writing style for all widely-distributed pieces created for an external audience. Some exceptions and examples are noted below.

Regarding internal pieces, or those pieces that benefit University of Mary students, faculty, and/or staff (e.g. policies, statements, handbooks, etc.) these rules apply but with one key difference: capitalization. For internal pieces, capitalization is employed to ensure consistency but also to preserve a formal tone more fitting for internal policy and procedures. Specifically, ‘University’ (in particular reference to the University of Mary), should be capitalized even when referring to it simply as ‘the University.’ However, when “university” is used as an adjective, even in specific reference to the University of Mary (e.g. university logos, university policies, university accounts, etc.), it should be lowercase. In addition, all University of Mary position titles should be capitalized at all times (e.g. Vice President for Public Affairs; Dean of the School of Arts and Sciences; Assistant Professor of Nursing), including ‘President’

or ‘President of the University of Mary,’ regardless of whether it follows or precedes his or her name.

For External Pieces Use ‘University of Mary’ in first reference, followed by ‘Mary’ or ‘university’ (lower case), with sensitivity to clarity in the case of ‘Mary.’ Avoid UMary in most usages. Athletics is an exception, however do not use U-Mary (hyphenated) or U Mary. (no space)

In text, Monsignor James Shea on first reference, Shea on second. Monsignor may be abbreviated Msgr. if needed. President is capitalized when directly preceding his name, lowercase if following his name.

On first reference, both diocesan Catholic priests and priests from religious communities are Father (first name, last name). On second reference, diocesan priests are Father (last name), and religious community priests are Father (first name). If abbreviated, Father is Fr. If unsure, use Father (last name).


When referring to a vice president, use “for” to indicate his/her department (vice president for academic affairs). In text, capitalization for vice presidents is as follows: Vice President for (Academic Affairs) when directly preceding his/her name, lowercase all parts if following his/her name (vice president for academic affairs).

For religious, spell out ‘Sister’ and use first and last name on first reference (Sister Thomas Welder, Sister Nicole Kunze) and Sister (first name) on second reference. When referring to ‘Sister’ in the plural form, always capitalize ‘Sisters.’

Spell out ‘Saint’ when possible.

Capitalize ‘Church’ when referring to the Catholic Church or the Christian Church universal (also, St. Mary’s Catholic Church). The church building is lower case. (The church is under repair.)

No periods in degree abbreviations (BA, BS, MBA, MA, MS, MEd, EdD, PhD, etc.)

With some exceptions, no designation as ‘Dr.’ before PhD, just title (Dean, Professor, etc.). PhD can follow name (John Smith, PhD).

Uses of Program Names

Program names are only capitalized when they are the full official name.

Master (of) Arts (in) Catholic Studies (not Master’s; capitalize official name as in this example)

Master (of) Science (in) Business (not Master’s; capitalize official name as in this example)

Bachelor (of) Science (in) Accounting (not Bachelor’s; capitalize official name as in this example)

Bachelor (of) Arts (in) Music (not Bachelor’s; capitalize official name as in this example)

Doctor (of) Education (capitalize official name as in this example)

When referring simply to a ‘bachelor’s or master’s degree in,’ use an apostrophe and do not capitalize (example: bachelor’s degree in biology; master’s degree in bioethics)

Use similar style when removing the word ‘degree’ (example: bachelor’s in biology; master’s in bioethics)

An exception to these rules are proper nouns such as Spanish or English (example: bachelor’s in English)

When referring to an unspecified type of program, use bachelor’s, master’s, doctorate (do not capitalize)

Whenever possible, refer to the university in first person plural (examples: Our students, We welcome you, Visit us).

In all writing, including Athletics, ‘Marauders’ is always plural. Only a single athlete is a Marauder. (e.g., no ‘Marauder athletics’)

When using acronyms, spell out the subject on first reference with the acronym following in parentheses. e.g., Lumen Vitae University Center (LVUC)

MCard identification is referred to as MCard in all cases (not M-Card, Mcard, or M Card)


General Style ExamplesWhen used as a noun, freshmen is plural; freshman is singular.

When used as an adjective, always use freshman (when modifying a singular or plural noun). Examples:

• He is a freshman at the University of Mary.• They are freshmen at the University of Mary.• Freshman class• Freshman women’s residence hall

Numbers in most texts – one through nine in words, 10 and above in numerals

In most texts, do not use ‘st’ ‘nd’ ‘rd’ ‘th’ in the context of numbers (1st, 2nd, 3rd), instead spell out all numbers under ten (first, second, third or refer to dates as February 1)

Headline words are capitalized except for articles (the, a, an) and small prepositions (e.g., of, for).

State abbreviations in ordinary usage are post office (ND, MN, no periods). In magazine text and formal documents, the entire word is spelled out (Nebraska, Florida).

When in text, ‘percent’ is one word

In text, $1 million, not $1,000,000

email, not e-mail

Punctuation is used after a URL if the URL ends a sentence.

Do not use ‘www.’ before a URL in copy (umary.edu, not www.umary.edu)

In print pieces where vanity URLs are included, capitalize the first letter of each word after the slash. (umary.edu/FinancialAid, online.umary.edu/Bioethics)

Phone numbers are formatted: xxx-xxx-xxxx (dashes not periods between numbers)

One space after a period, not two

The Office of Public Affairs recommends using single quotes to set off concept words. Double quotes are used to attribute a specific quote to a person.

‘The Light of Life’

Alivia Wamboldt said, “Attending the University of Mary instilled a life mission of servant leadership that shapes each day as an opportunity.”

Use the Oxford comma (Christian, Catholic, and Benedictine)

No ‘first annual’ – instead ‘inaugural’

Names of campaigns do not need to be italicized (Vision 2030)

Uses of ‘Alumni’• Alumni – plural male and female; or plural male• Alumnus – singular male• Alumnae – plural female• Alumna – singular female


Uses of ‘emeritus’• emeritus – male• emerita – female

(This is a title that is granted to a person and ‘emeritus’ or ‘emerita’ is italicized. Example: President emerita)

Buildings/Locations on Campus

• Marauders Cove (no apostrophe in Marauders)

• the Crow’s Nest Campus Restaurant or the Crow’s Nest (lowercase ‘the’ except to begin a sentence)

• fieldhouse, not field house (do not capitalize)

• Lumen Vitae University Center (LVUC) (not Lumen Vitae or Lumen Vitae Center)• In specific contexts, Lumen Vitae – ‘The Light of Life’

• Founders Hall (no apostrophe in Founders)

• Leach Center for Student Life = Chick’s Place

• The Breton Salon

• Use ‘residence hall’ not dorm

Abbreviations for Schools

• GTSB – Gary Tharaldson School of Business

• LFSEBS – Liffrig Family School of Education and Behavioral Sciences

• SOAS – School of Arts and Sciences

• SOE – School of Engineering

• SGSHS – Saint Gianna School of Health Sciences Spell out ‘Saint’ when possible.

Specifically related to Athletic Writing

In all writing, including athletics, ‘Marauders’ is always plural. Only a single athlete is a Marauder. (e.g., no ‘Marauder athletics’)

Use ‘University of Mary,’ in first reference, followed by UMary in most usages. Do not use U-Mary (hyphenated) or U Mary. (space)

“Greatness through virtue” capitalization depends on the context. When referring to the plan, capitalize. When referring to the idea, lowercase. (For example: Our strategic plan, Greatness through Virtue, was released last fall. Our student athletes are pursuing greatness through virtue.) If referring to greatness through virtue in copy content, all words are lowercase.

Refer to athletes as scholar-athletes (with hyphen in between the words), not student-athletes.

Exceptions to AP Style• Scholarly writings• Magazines, when appropriate• Announcements and invitations that have their

own formal style • Abbreviations when space is limited• Graphic and charted information


Web and Digital Media Guide


PHOTOGRAPHY/VIDEOGRAPHY AT THE UNIVERSITY OF MARY

The strongest vehicle for the University of Mary to portray its brand and identity is through photography and videography. Well-composed and vibrant images help convey the sense of a dynamic and energetic campus. Sweeping shots of architecture, the liveliness of campus, smiling student faces, the city of Bismarck, and authentic interaction between faculty and students should be the subject focus.

When original photography or videography is needed, it is recommended to request the professional staff in the Office of Public Affairs. Their expertise in lighting and composition is essential for creating dynamic and engaging photos. Discussing the project ahead of time with the creative team will help focus the direction of the photography. To request photography from Creative Services, complete a Workzone request at umary.sharedwork.com/requests. All requests will be reviewed to determine if they meet university marketing purposes. You will be contacted by a member of the Creative Services team.


PROFESSIONAL HEADSHOTSWe understand the importance of having a professional photo in today’s digital age and we offer portrait services to faculty and staff. If you are not able to have a professional headshot taken, photos submitted should be of a single, forward-facing subject and not a cropped group photo or “selfie.” Neutral backgrounds and natural lighting work best and photos should be taken at high-resolution settings. Do not add filters or manipulate the photo. Photos that are not within University of Mary standards will not be used.

PHOTO EDITINGTechnology has made it easy to alter photographs. People can use computer software to remove, add, or move elements in a photograph. Although some of these alterations may seem harmless, when communicators cross the line of changing content even slightly, they are jeopardizing the readers’ trust. A photograph is perceived as an accurate recording of an event.

Therefore, the following is University of Mary’s policy related to the creation and use of photographs:

• A photo’s content—the positions and appearance of people and objects—must never be changed to manipulate it.

• Alteration of a photograph that misleads, confuses, or otherwise misrepresents its accuracy is strictly prohibited.

• Enhancing the technical quality of a photograph is acceptable, but changing the meaning is not.

• In any instance when a question arises about such issues, consult the Office of Public Affairs staff.

The following information provides more specific guidelines about acceptable and unacceptable use of photographs:

ACCEPTABLEElectronic equivalents of established practices for traditional darkroom printing methods—dodging, burning, toning, and cropping, for example—as long as the content and meaning are not changed.

Color and tonal correction to ensure accurate reproduction of the original photograph.

Technical touch–up of images for the purpose of color–balancing or removal of flaws (such as dust spots, scratches, digital noise, artifacts, etc.) to achieve better reproduction. Such changes will be considered to be insubstantial.

Routine cropping is not considered to be an alteration. However, there is a possibility of changing reader perception with creative cropping. When cropping, keep the modified version true to the intent of the original photo.

It is acceptable to convert a color image to black and white.

PHOTO ILLUSTRATIONSPhoto illustrations differ from media photos in content, creation, and purpose. They are staged or produced, and are manufactured situations. They are often created in the studio and are used for many areas of marketing and promotion. When an existing photograph is altered for artistic purposes, such as by adding or deleting content, it also is considered a photo illustration.


When publishing a photo illustration, it should be clear to readers that the image does not represent a real situation. Artistic use of images, as in a collage, is permitted.

VIDEOGRAPHYVideo-specific shots taken from a cellphone should be composed horizontally to fill the entire frame.

COPYRIGHTCopyrighted materials cannot be altered without written permission of the copyright holder.

University of Mary photographs (taken or created by staff of the Office of Public Affairs) should be considered to be copyrighted materials.

LOCATION RESTRICTIONSPhotography and recording in some university spaces is not permitted unless specifically authorized. Examples include residence halls and certain sacred spaces.

GENERAL USAGEIn an effort to maintain brand integrity, the University of Mary’s photographic materials must consider the following guidelines:

Photos cannot be used from internet searches or websites, including the University of Mary website. If you would like to use a photo from the University of Mary’s website, please contact the Office of Public Affairs.

Proper permissions must be granted before any photo is published in University of Mary materials if not already university property.

Photos taken from cell or smart phones are likely not of acceptable quality. Check with the Office of Public Affairs before attempting to use a cell phone photo.

Proper resolution must be followed for photography, graphics, and other imagery for print (at least 300 dpi at display size) or web (72 dpi).

Note: The bell banner is the symbol of the Benedictine Sisters of Annunciation Monastery and may not be photographed for publishing without permission from the prioress. All requests should be submitted to the Office of Public Affairs.


SOCIAL MEDIA STYLE GUIDE

All official University of Mary social media accounts (main, niche, and professional) are expected to adhere to the official University of Mary Social Media Policy on my.umary.edu under General University Policies.

Anything posted to social media accounts should follow brand standards, be in good taste, be suitable for all audiences, and align with the University of Mary’s Benedictine values. The University of Mary reserves the right to delete content and accounts that are considered in poor taste, offensive, or unacceptable according to brand standards.

The Office of Public Affairs can assist you with questions about appropriate social media use.

Niche Account GuidelinesA niche social account targets a specific audience such as alumni, a designated satellite location, department, or athletic team. These accounts are owned by the University of Mary and must adhere to the University of Mary’s brand standards.

Niche accounts will be set up under the supervision and discretion of the University’s Digital Marketing Specialist. Individuals will manage niche accounts in the unit that best relates to the account content and audience. To create a new niche social media account, a project request must be submitted to the University’s Creative Services Office at umary.sharedwork.com/requests.

Branding Guidelines• Profile Pictures: Academic programs should utilize the

blue “M” logo or the logos created to identify university schools and departments. Student organizations may

use their club logo or an appropriate photo related to their organization. Official university logos are reserved for University of Mary departments and schools.

• Cover Photos: Accounts should use photography that represents their pages content, department, or organization.

• Handles/names: Please use the following formulas for niche account naming – when character limits allow, “University of Mary + department name.” When character limits do not allow, “UMary + department name.”

Account managers are responsible for coordinating content, following brand guidelines and best practices, and keeping track of passwords to ensure that accounts do not fall dormant. All university Facebook accounts are required to grant the University of Mary admin access to prevent inactive accounts.


DO:Post content that is relevant, useful, informative, and valuable to the end user

Adhere to the University’s values and branding language

Include a link for viewers to learn more

Use strong imagery

Use care when posting personal photos and content

DON’T:Use images that are blurry, off-topic, or inappropriate

Tag or include your personal page in professional communications

Use photos from a Google or website search, since each licensing agreement would need to be reviewed

Violate copyright restrictions when using photos. For example: Acceptable photos are those taken by you or a team member, provided by Creative Services, or licensure-free photos

Use the University’s athletic logos (see Branding Imagery guide) unless you are part of the Athletic Department

Use the University’s seal unless you are part of the Office of the President (see Branding Imagery guide)

The Office of Public Affairs can assist you with questions about appropriate social media use.

Facebook: @universityofmary

Instagram: @universityofmary

LinkedIn: University of Mary

Twitter: @umary

Hashtags categorize content that relates to various

university activities.

#LifeatMary #UMaryOnline #HooksUp

Note: The bell banner is the symbol of the Benedictine Sisters of Annunciation Monastery and may not be used in social media posts without permission from the Prioress. All requests should be submitted to the Office of Public Affairs.


WEBSITE STYLE GUIDE

University websites are, first and foremost, vital marketing tools for prospective students.

Decisions about text and messaging used on the website are researched extensively and written for effective Search Engine Optimization (SEO).

This strategy of using data to determine correct placement of correct key words brings the University of Mary higher visibility when people are searching online for information about prospective universities.

In addition to this technical aspect, research also shows us that prospective students and their families respond well to content that is clean, understandable, conversational, and attractive in appearance.

This style was approved by President’s Council and substantial updates or changes are brought to President’s Council for consideration. Minor changes or corrections may be submitted to the Office of Public Affairs. Requests for changes, additions, or other website edits should be made through Workzone at: umary.sharedwork.com/requests.


DARKER BLUECMYK: 100/90/31/20RGB: 33/51/102HEX/HTML: 213366

DARKER BLUECMYK: 100/91/25/10RGB: 37/56/177HEX/HTML: 253875

ORANGECMYK: 0/66/87/0RGB: 244/119/56HEX/HTML: F47738

ORANGECMYK: 0/59/97/0RGB: 245/132/36HEX/HTML: F58424

BLUECMYK: 100/84/6/0RGB: 25/72/151HEX/HTML: 194897

BLUECMYK: 95/80/0/0RGB: 36/78/162HEX/HTML: 244EA2

WEBSITE PRIMARY COLOR PALETTES AND FONTS

PoppinsABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789&

PT SerifABCDEFGHIJKLMNOPQRSTUVWXYZ


123456789&

Nunito SansABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789&

Comorant GaramondABCDEFGHIJKLMNOPQRSTUVWXYZ


123456789&

ONLINE.UMARY.EDU

UMARY.EDU


EMAIL SIGNATURES & BUSINESS CARDS

Below (Figure 1) is an example of the approved email signature for the University of Mary’s administrative units, academic units, and departments. University of Mary’s Athletic department’s email signature in (Figure 2) may only be used by staff and coaches in the Athletic Department. To obtain an email signature block go to my.umary.edu, log in, select the employee tab. In the right hand column, download Email Signature Instructions. Your name, title(s), and phone numbers are the only fields that are editable.

FIGURE 1

14 pt Arial Bold10 pt Arial

8 pt Arial

FIGURE 2

14 pt Arial Bold10 pt Arial

8 pt Arial

For EMAIL SIGNATURES, keep the following in mind:

• We do not change the logo (see: Logos & Identity Section)

• We do not delete the footer (the information at the bottom of the signature block)

• Do not delete your phone number

• Only Athletics may use the Marauders logo; others use the traditional M-cross

• Signatures may only include two titles. If needed, senders may create an additional signature to use when communicating in a different role

BUSINESS CARDS may be requested through the Office of Public Affairs. Submit a Workzone request to umary.sharedwork.com/requests with your contact information (name, phone, email, and title).

• We use a limit of two titles (If you have various roles at the university that involves more than two, it is better to request two separate business cards for separate roles.)

• We use templates to keep our look consistent

• We do not alter the logo (See Imaging Guide)

• We do not use periods between degree initials (for example, PhD, not Ph.D.) (See Writing Guide)


BASIC DESIGN GUIDELINES

When creating materials for an external audience (ie. flyers, brochures, or t-shirts), members of the University of Mary community must reach out to Creative Services before creating their own design. For items that don’t require Creative Service’s assistance, below are some rules to help guide you when creating your own graphics. There are many online tools to help you design simple graphics. We recommend using Canva.com.

Don’t disregard readability/legibilityfor aesthetic reasonsThe primary purpose of design is communication, so it makes sense that the readability and legibility of your type is a top priority.

A common mistake is the overuse of capital letters. Not only do capital letters make the reader feel like they are being YELLED AT, they also hinder the eye’s ability to distinguish letterforms.

One other mistake is type size; the usual offender is type being too small. Consider your audience—would they have a difficult time reading this type? If you’re unsure, do test prints and ask for feedback. While your eyes may read it perfectly fine, others may not. Overly large type can also be difficult to read.

Posters need to provide information at an easy glance. Making sure the copy is legible is important.

Keep your line lengths shortThe golden number for body copy line lengths is a minimum of six words per line and an average of about 30-40 characters (including spaces) on each line. Any less and your sentences will be too choppy; any more and you risk your sentences becoming tedious and difficult for the eye to get through.

Have purposeful hierarchyIn design, hierarchy concerns the arrangement of visual elements in order to signify importance. So, the more important elements are made to hold the most attention through scale, color, type, etc., and the least important elements are less prominent.

Creating a hierarchy in your design will help make the design more effective.

Always design for your audienceMost designs start out with a plan. Even if it is a personal project, a person will often start with the basic information. One of the more important elements of a plan is “Who am I designing for?” Every design has an intended audience – the people that will be viewing the design and receiving the communication – so it makes sense to keep them in mind.

Remember that while your design may look good, it might not be the best possible communication for your audience.

Consider the interests of the audience you’re targeting.

Have a consistent font paletteJust as you have a palette of colors, so should you have a carefully selected palette of fonts. Like colors, certain fonts have certain ‘moods’ or ‘emotions’ associated with them.


A lot of designers recommend that a design in general should have a maximum of two to three fonts to avoid over-complication. Choose fonts that complement each other and your communication to make for a logical and effective design.

Never use script/ornate fonts for body copyScript/ornate fonts are better suited for headlines, rather than body copy. They are a bit flashier than typefaces designed for body copy, and thanks to this flashiness, they often better suit a short title, sometimes a subheading, but never a bulk piece of text.

There’s a time and a place for script/ornate type, and body copy is not that place.

Never stretch typeDo not stretch your type, in any case. Fonts are built with attention to the shapes and proportions of each letterform, so to distort this by stretching it can just take away from the effectiveness of the font.

A lot of the reason people often stretch their type is they need it to be slightly taller or wider. There is a solution to this that doesn’t involve distorting your type. There is an endless supply of any kind of font you could ever want; there are tall fonts, wide fonts and everything in between.

Avoid color discordMore commonly referred to as ‘color clashing’, color discord occurs when two colors that are widely separated on the color wheel are paired together. Discordant colors create a muddy or ‘vibrating’ effect that makes it a struggle for the eye to find the line between each color.

A pretty simple way to avoid color discord is to use hues that have a fairly high degree of contrast.

It’s fine to use strong, contrasting colors, but make sure they can still work in harmony.

Don’t think of white space as empty spaceWell-used white space can have beneficial effects for your design. It can put more focus on a specific aspect of your composition; it can let your design ‘breathe’; it can help balance out your elements, or it can add some sophistication to your design.

White space isn’t empty space. In fact, that space can help express emotion and balance without having to be filled in.

White space can add meaning to your design without adding another physical element.

Don’t disregard the idea of white space; experiment with incorporating it into your design and see if it can work for you.

Don’t use too many effectsWhen it comes to designs, a lot of the time, simple is best, and this can mean asking yourself “I know I can add this to my design, but should I?” Effects like drop shadows, bevelling, textures, and gradients all have their time and place, just not always together.

A common situation where a lot of effects are used is charts and graphs.

Taking out as much as you can without compromising the communication can refocus your information. Sometimes, less really is more.

UNIVERSITY of MARY Branding Standards Guide 38 210714

UNIVERSITY MARY Branding Standards Guide for Life

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