R u t g e r s U n i v e r s i t y A l u m n i A s s o c i a t i o n V i s u a l I d e n t i t y m a n u a l1

Visual Identity Manual

This manual is an Adobe Acrobat PDF file. We recommend downloading the file and viewing it on your desktop. The complete file or its individual pages can also be printed on 8.5” x 11” paper, preferably using a color printer.

R u t g e r s U n i v e r s i t y A l u m n i A s s o c i a t i o n V i s u a l I d e n t i t y m a n u a l2

Brand Platform3

Personality & Voice5

Tone7

Choosing The Right Mark10

Fonts11

Colors13

Formal Signature14

Scarlet Forever Tagline18

Spirit Mark23

TABLE OF CONTENTS

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BRAND PLATFORM

What is a brand ideal?Research demonstrates that the most successful brands are based on a brand ideal that speaks to one of five life-improving, fundamental human values (eliciting joy, enabling connection, inspiring exploration, evoking pride, impacting society). The brand ideal answers the question—“How does the brand or organization improve the quality of people’s lives?” or, “Why does this brand or organization exist?”

The brand ideal provides a consistent focus and goal for all initiatives and helps the organization establish a cohesive purpose and culture. It helps brand ambassadors clearly articulate how the brand adds value for the constituents by speaking to higher-order human values.

The RUAA brand ideal is “inspiring lifelong pride.” Every interaction that the RUAA creates—from an email reply to an event to a career advice video—is intended to inspire pride. The ideal provides clarity and intentionality. Consistent voice and tone that ladder up to the brand ideal are essential to the RUAA’s ability to building a trusted and lasting relationship with alumni.

RUAA brand ideal: Inspiring lifelong pride The core purpose of the RUAA is inspiring lifelong pride. The phrase itself is a guiding concept that complements the organization's institutional mission of engaging all alumni. Pride is all about identity, and alumni overwhelmingly have a positive view that Rutgers is a part of who they are and how they got where they are today. The RUAA aims to inspire pride in that part of their identity.

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Building a culture around brand idealTo build a culture around this ideal and grow a base of prideful alumni who are engaged with Rutgers in ways that are resonant and meaningful to them, every interaction that a constituent has with the RUAA must embody the brand ideal. All interactions—from a quick email exchange with the RUAA inbox to attendance at a high-profile event to the magazine they receive in the mail – will reflect upon the brand. Before implementing an initiative—or even picking up the phone—RUAA representatives should ask themselves the question “How will this program or my actions help inspire lifelong pride?” When hiring a new staff member, RUAA representatives should ask themselves the question “Will this person embody pride and help inspire lifelong pride in alumni?”

BRAND PLATFORM

RUAA Tagline: Scarlet Forever A tagline is a short, powerful, and memorable phrase associated with an oragniztion’s name that helps captures and articulate that organization’s overarching benefit (e.g., Disneyland: The Happiest Place on Earth). Unlike a slogan, which is meant to be temporary, a tagline is intended to be long-lasting. The RUAA uses the tagline Scarlet Forever. This outward facing tagline is an expression of the brand ideal. It calls alumni to cultivate a meaningful and enduring connection with their alma mater, reminds staff that they are in the business of inspiring lifelong pride by engaging alumni in the lifecycle of the university, and promises prospective and current students that being part of the Rutgers community is a lifelong connection – not just a temporary choice while on campus.

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PERSONALITY AND VOICE

RUAA Personality and Voice To properly represent the image of the RUAA, the voice must be consistent across all platforms.

The RUAA is not: • Academic• Corporate• Pretentious• Authority Figure • Pushy• Flat• Silly

• Proud • Comfortable• Understood• Included• In-the-know• Celebrated• Excited

The RUAA is:

• Friendly/Welcoming• Approachable• Engaging• Smart/Informed• Energetic• Sunny

All content created by the RUAA should aspire to make alumni feel:

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PERSONALITY AND VOICE

“Having learned and gained so much from Rutgers gives me a deep, emotional connection with the Rutgers community. “

“Everything I’ve learned and gained from Rutgers, and the deep connection I feel with the Rutgers community, gives me a powerful sense of pride. Scarlet Forever is the phrase I use to express this unstoppable pride.”

“I have a good understanding of what your college experience was like, and I love reminiscing with you about that. However, I’m also forward-looking. I can help connect you with new, exciting opportunities that keep you focused on your future and continue to make you feel proud to be a Rutgers alumnus.”

“No matter how much time passes, I always feel that same connection with you and am supportive of the ways you’ve grown and changed. I will always be here to support you in any way that I can—I love getting the chance to celebrate important milestones or to help you succeed in the next chapter of your life.”

“I went through a lot of the same experiences you went through, and I feel it’s important for us to recognize what we have in common”

“I’m very aware that not everyone has the same background and that differences between people should be appreciated and celebrated.”

“In social settings, and in many work situations, I’m a natural leader—not necessarily because I’m drawn to being a manager or because I compete for leadership roles. It’s more because people see me as energetic, proactive, fun to be with, and a good source of practical solutions. I like being around people and giving them the feeling that something good is going to happen, something worth their time.”

If the RUAA were a person, they would feel like a former college roommate or friendly classmate. Some examples of how the persona might describe themselves and their rela-tionship with alumni are:

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TONE

Tone is the way the brand personality talks about different subjects in different settings. The brand’s tone of voice is conveyed in the words that it uses. Although the brand—like a person—has one voice, tone varies. Just as a person shares bad news in a different way than good news and also speaks differently with close friends than with strangers, the RUAA varies its tone based on its audience, subject matter, and situation. Tone varies from channel to channel on social media. Refer to the social media playbook for detailed information about these channels.

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TONE MESSAGE EXAMPLES

Volunteerism/Chartered OrganizationsWhat the RUAA brand persona thinks about this: “I am so happy that I get to spend more time with you and make a difference at Rutgers. It feels good to make progress together for a cause we both care so deeply about.”

Chartered organizations: Face it—Rutgers is huge! RUAA chartered organizations make it easy to stay connected with your corner of the Rutgers world.

Regional clubs: Rutgers is never far from home. Find an RUAA regional club near you to put a little scarlet in your weekend plans. Don’t see your neighborhood on the list? The RUAA will help you kick-start a club of your own!

Alumni leaders: Alumni leaders are Scarlet Forever through and through, and are always thinking of ways to show their pride in new and meaningful ways.

Career mentorship: Students have questions, you have answers—and what do you have in common? Scarlet pride, of course!

Events What the RUAA brand persona thinks about this: “We get to spend the day together? I am so psyched! It will be just like old times. Be sure to wear scarlet!”

Alumni Weekend: Dust off that scarlet sweater and sign up today for Alumni Weekend, your chance to meet up with old friends, reconnect with professors and mentors, and reminisce about your college days.

Alumni Beach Party: Headed to the shore this weekend? The RUAA will meet you there! Come out to Bar Anticipation for drink specials, discounted appetizers, and plenty of scarlet summer swag.

Hall of Distinguished Alumni: How does a night out with Rutgers’ most famous and accomplished alumni sound? Each spring, the university inducts a select group of high-achieving graduates into its Hall of Distinguished Alumni. It’s an unforgetta-ble evening of pride and inspiration. R Game Day: Is your scarlet pride unstoppable? Take it on the road! R Game Day is a series of Rutgers tailgate parties held before away games, with land-only travel packages available for select destinations.

Note: The tone may change depending on the targeted demographic (age, interest), but should always evoke excitement and pride.

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TONE MESSAGE EXAMPLES

BenefitsWhat the RUAA brand persona thinks about this: “You are always on my mind, and I pass along great deals to you when I find them. We may not see each other every day, but I care about you so much and try to add value to your life whenever I can.”

PerksCard online benefits: One of the benefits of being Scarlet Forever is having access to local and online discounts. Before you grab that gift card or reserve a movie ticket, check your alumni discounts and seal a deal!

Credit card: Show that you are Scarlet Forever every time you make a purchase by signing up for an RUAA credit card. Plus, you support the RUAA with every purchase!

Insurance: Finding high-quality, affordable insurance for your most important needs can be an overwhelming challenge. Fortunately, there’s a solution for Rutgers alumni. Partnering with Willis Towers Watson, the RUAA offers life and disability coverage to every Rutgers graduate at economical group rates.

Expressions of dissatisfaction with Rutgers What the RUAA brand persona thinks about this: “I know that you are sharing your thoughts with the RUAA because you care, so I am grateful that you reached out. I am here to listen and make sure that your concerns are heard at the university.”

Disappointed in administrative decisions at university: Thank you for taking the time to share your thoughts. I am sorry that you were disappointed to see XX. [Address specific concern.]

Social media guidelines:When interacting with alumni on social media, the tone of voice should be: •Playful, but never overly sarcastic or mean-spirited

•Supportive

•Prideful

•Informal

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CHOOSING THE RIGHT MARK

Formal SigatureThis is the official mark of the RUAA. It should appear on all formal documents.

Scarlet Forever TaglineScarlet ForeverTM is the outward expression of the alumni association’s brand ideal of inspiring lifelong pride. For an individual, Scarlet Forever is recognition that being a part of the Rutgers community is not a temporary choice, but rather a lifelong association.

Spirit Mark This is the official spirit mark of the RUAA. It should be used in informal communications intended to build community and inspire pride.

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AFFILTIATED FONTS (PRIMARY)

ITC Giovanni (Serif)

Book

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Book Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Formata BQ (Sans Serif)

Light

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Light Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Regular Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Formata BQ Continued

Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Medium Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

ITC Giovanni and Formata BQ are fonts that are licensed to Rutgers University and Rutgers University Foundation employees only. All alumni, alumni groups, chartered organizations, and student groups will be required to purchase these fonts in order to use them. The RUAA is not permitted to distribute them outside of the university.

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AFFILTIATED FONTS (SUPPLEMENTARY)

Palatino (Serif)

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Regular Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Arial (Sans Serif)

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

These fonts have been approved by Rutgers University and the Rutgers University Alumni Association to be used in the event that the primary fonts are inaccessible.

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COLOR GUIDELINES

C = 0 R = 204M = 100 G = 0Y = 18 B = 51K = 4

PANTONE = 186HTML = cc0033

C = 0 R = 95M = 0 G = 106Y = 0 B = 114K = 60

PANTONE = 431HTML = 5f6a72

C = 0 R = 0M = 0 G = 0Y = 0 B = 0K = 100

HTML = 000000

C = 100 R = 0M = 52 G = 92Y = 44 B = 110K = 20

HTML = 00626d*For more in depth information about color usage, please look to the Rutgers University Visual Identity Manual

The primary colors for the Rutgers Visual IdentitySystem are Pantone® 186, Pantone® 431, and black. Equivalent color formulas for four-color printing and digital media are provided to the left.

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FORMAL SIGNATURE

This is the official mark of the RUAA. It should appear on all formal documents, including:

• Official announcements from RUAA leadership• RUAA board communications• Institutional documents (letterhead, policy guides, etc.)• Formal invitations or event collateral

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COLOR GUIDELINES

Standard Signature

Knocked Out/White Signature

All Black Signature

All Red Signature

Red and Gray Signature

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SPACING GUIDELINES

Safety ZoneThe safety zone is equal to the height of the first letter “R”

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IMPROPER USAGE

1

1

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4

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Do not use lettersindividually

Do not alter colors

Do not edit color palette

Do not stretch or warp the logo

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SCARLET FOREVER TAGLINE

Scarlet ForeverTM is the outward expression of the alumni association’s brand ideal of inspiring lifelong pride. This mark should appear on all alumni commu-nications from the RUAA, including:

• Event registrations

• Emails

• Websites

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COLOR GUIDELINES

Pantone 186 Scarlet ForeverTM

Red Scarlet ForeverTM Knocked out Scarlet ForeverTM

Black Scarlet ForeverTM

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SCARLET FOREVER W/ RUAA TEXT

The Scarlet Forever designed tagline that includes the RUAA text written in a designed manor under the Scarlet Forever text and underline is reserved for merchandise applications only. The purpose of including the RUAA text in this version is to associate the designed tagline to the alumni association when separated from other RUAA branding and materials.

Do not use this version with the RUAA text if the size of the font will become too small to read once printed or produced.

Legability is important. If you cannot read the RUAA text, please use the Scarlet Forever designed tagline without the additionl text and include “The Rutgers University Alumni Association,” written in plain or designed text elsewhere on the piece.

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SPACING GUIDELINES

Safety ZoneThe Safety zone is equal to the height of the letter “F”

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IMPROPER USAGE

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Do not removethe underline

Do not change the colorand outline

Do not edit or warp as-pects of the tagline

Do not rearrange text

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R ALUMNI SPIRIT MARK

This is the official spirit mark of the RUAA. It should be used in informal communications intended to build community and inspire pride.

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COLOR GUIDELINES

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SPACING GUIDELINES

Safety ZoneThe safety zone is equal to half the height of the letter “R”

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IMPROPER USAGE

NEW YORK

1

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33

Do not use alter colors

Do not fill with patterns or designs

Do not add supporting text to the mark

Do not separate mark and “alumni”

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