ASMSU Rebrand

BRANDING STANDARDSVERSION 1 - JULY 2011

The Associated Students ofMICHIGAN STATE UNIVERSITY

UNITING THE STUDENT VOICE

THROUGH UNIFYING ITS MEDIUM.

GIVING A BOLD LOOK TO A

CHANGING ORGANIZATION.

The Associated Students Of Michigan State University

Branding Standards - Version 1

The Associated Students Of Michigan State University is the official undergraduate student government of Michigan State University. Representing the student body since the 1960s, we have built a presence that is both independent from and engrained in the image of the University, a unique relationship among many student governments.

The Associated Students of Michigan State University is an organization dedicated to a strong and lasting approach to effecting change and growth within the MSU Undergraduate community; its brand should reflect such a mission.

INTRODUCTION

This unique relationship calls for a unique vision and brand; one that relates ASMSU to, yet distinguishes it from, Michigan State University. To better represent the organization’s values and mission, it is better served by following the footsteps of the University. Rebranding ASMSU to a much more unified and empowered vision will make the presence on and off campus stronger; students will understand the purpose and impact we hold within this University.

THE ASMSU BRAND AND MISSION


THE ASMSU MISSIONWHAT IT MEANS FOR THE BRAND

The preamble of the ASMSU Constitution states

We, the undergraduate students of Michigan State University, establish the Associated Students of Michigan State University (ASMSU) and recognize it as the legitimate all-university undergraduate student governing body of Michigan State University and charge ASMSU with the authority and

responsibility to represent and act in our collective interest.We realize that our primary goal at the University must be education. We are, however, aware that we have needs which arise simply because we are students and of the University community. It is to meet these particular needs that we establish ASMSU, and through ASMSU collectively strive to better

ourselves and our lives as students.

“ “We believe that it takes a strong presence and an even stronger brand to effectively carry out the ASMSU mission. If we are to effect change on behalf of all Michigan State University Undergraduate Students.

The association is an ever changing and ever growing entity, but its brand must remain strong and solid. If we’re to stay relevant and boasftul, we must create and represent ourselves by three key attributes:

These words describe what it means to be a part of The Associated Students of Michigan State University and what it means to be part of the university community as a whole.We are established after nearly 50 years of service to the University and its community.We are collective in our efforts to better our lives as students with an ogranization of over 60 people and a constituency of over 30,000.We are resilliant in our efforts to rebuild and renew our commitment to our constituency through restructuring and evolving.

EstablishedCollectiveResilient


1. TONE OF COMMUNICATIONCONVEYING THE ASMSU BRAND TO YOUR AUDEINCE

Headlines Body Copy

ASMSU is the student government for all undergaduates at Michigan State - it should be represented as such. When creating headlines for communications (both internal and external) write them in a manner that reflects the three attributes ASMSU operates by. Your headlines should have an established feeling, a sense of collectivism and inclusion, and a resilliant tone that reflects upon ASMSU’s mission to better itself and the lives of students.

Write headlines that will capture the attention of 30,000+ undergraduates - not an easy task. Lead them in, allude to what is in the story without giving it all away. Be simplistic and to the point: say what you want to say in as few words as possible.

Like headlines, the body of any text written needs to reflect the mission of ASMSU. Follow the three attributes.

But do not forget, we are still Spartans. When creating body copy, write it in a manner that reflects the ways that MSU has implement their brand. See the University Relations website (ur.msu.edu) to download the branding guide. Tone and content should reflect both the ASMSU brand and have a hint of the Spartan tone. All stories and work should exemplify the grandeur of ASMSU actions and reflect the importance of our presence.


2. TYPOGRAPHYREPRESENTING ASMSU THROUGH TYPEFACE AND STYLE

In order to ensure a consistent look across all ASMSU communications, it is important that a standard typeface is used.

Two typefaces have been chosen to represent the organization - typefaces that reflect each one of the ASMSU attributes.And, since we’re still Spartans, implementing the typography used by the University will even further raise the awareness of our organization through a strong branding relationship with MSU.

The MSU typefaces (Gotham and Californian) will be the main fonts to use for communications, but their application will be quite a bit different when ASMSU implements them. We will set ourselves apart through usage. This envokes a sense of establishment - we are independent from, yet engrained in, the University.


2a. GOTHAMBOASTFUL AND ELITE

Gotham is a unique font - it is strong and boast-ful, yet simple and elite. Its sans serif structure (strong angles and robust curves) provide for a proud representation of this well rounded and collective organization.This font is used by the university in both headings and body copy - ASMSU will set itself apart here. The font is round and forceful, it receives the attention is deserves.To capitalize on this attribute, and those ASMSU has as well, Gotham should only be used in headlines and titles. There are many weights and styles of Gotham: it is up to the designer to judge which will look best in communications. We do suggest, however, that the heavier fonts be chosen. Likewise, it is suggested that headlines are set in all uppercase, this will cast ASMSU in an established and resilliant light. In a situation where you want to highlight a certain aspect or word of the title or headline, a combination of two different weights is recommended. See page () for examples. All of the italicized version of the fonts are acceptable if it adds to the tone of the headline.

GOTHAM: Book, Medium, Black, Bold and Ultra

BlackABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 !@#$%^&*(){}.,:;?ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*(){},.:;?

UltraABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 !@#$%^&*(){}.,:;?ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*(){},.:;?

BookABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 !@#$%^&*(){}.,:;?ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*(){},.:;?

MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 !@#$%^&*(){}.,:;?ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*(){},.:;?

BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 !@#$%^&*(){}.,:;?ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*(){},.:;?


2b. CALIFORNIANELEGANT AND SOPHISTICATED

Californian is an entirely different font in its design. Where Gotham is round and pronounced Californian is established and elegant; it brings a sense of a classic time in ASMSU’s history to the forefront. The classic style of this font envokes the resilience of the brand and organization.

The serif format is easier to read for an extended period of time than the sans serif Gotham font is. For this reason, it is suggested that this is the main body font for all communications.

Californian can be used in headlines, in its uppercase form, if it adds to the feel of the headline. All weights and styles of the typeface can be used in body copy, but the regular Roman style should be the most commonly used font.

Use the font to accentuate the established and classical aspects of ASMSU, it brings a sense of ASMSU’s three attributes to the brand.

CALIFORNIAN: Roman, BoldRomanABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 !@#$%^&*(){}.,:;?ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*(){},.:;?

BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 !@#$%^&*(){}.,:;?


3. COLOR PALETTE

BASE COLORS ACCENTS

REPRESENTING THE ORGANIZATION THROUGH A UNIFIED COLOR SCHEME

ASMSU is an established organization with many years of service and dedication to Michigan State University and its undergraduate population; the colors used should represent this long-term relationship.

Green. As Spartans we bleed it, we wear it, we see it. Green is everything to us at MSU. So, why not use it as the main visual cue for our organization?

The base green gives a sense of the MSU Spartan Green, but lightens it up a little to represent our resilliance. Surrounding this green with a variation in hues makes the brand recognizable and uniform. Use these colors with the goal of informing; compliment the base green with the variations to liven up communications and breathe some life into everyday visuals.

You can treat the colors with any kind of effects. Try using paper textures or eroding techniques to give the colors depth and accents.

C: 71 M: 0 Y: 67 K:75R: 19 G: 64 B: 21

C: 71 M: 0 Y: 67 K:60R: 30 G: 102 B: 34

C: 71 M: 0 Y: 67 K:0R: 74 G: 255 B: 83

C: 0 M: 48 Y: 100 K:0R: 248 G: 151 B: 29

C: 0 M: 100 Y: 60 K:50R: 127 G: 0 B: 51

C: 71 M: 0 Y: 67 K:50R: 37 G: 127 B: 42

C: 71 M: 0 Y: 67 K:40R: 45 G: 153 B: 51


4. COMMUNICATING WITH GRAPHICS REPRESENTING ASMSU THROUGH VISUAL ELEMENTS

Visuals are everything. If we don’t present a uniform and powerful approach in our communications, the organization will seem disjointed and weak.

But this isn’t the case. We are strong, we represent each and every undergraduate here at Michigan State University, we do it with Spartan pride. Presentation of our values should be strong and consistent through our actions and our visual presence on campus.


4a. VISUAL STYLE THE BRAND THROUGH STRIKING IMAGERY AND BOLD DESIGN

ASMSU’s tailgates, concerts, and other student services provide for great photo opportunities to be used in promotion and marketing. Capture these moments in ways that represent our established and collective ways. We bond, interact, and work with our constiency through these events - make it known.

When promoting ASMSU with images captured at these events, set headlines and captions inside the photos. This gives the story and/or ad a new tone and sense of creativity. To give each picture more depth and a dramatic feel, alight headlines and titles with visual cues already existent in the photo.


5. THE LOGOREPRESENTING ASMSU THROUGH A UNIFIED AND POWERFUL MARK

ASMSU’s logo needs to be bold and forward, like the organization. The logo needs to be simple and understated at the same time. This may be a hard balance to achieve in everyday communications, but by deploying the logo in each piece of communication it can express this duality in the brand.

It is important that this logo only be used as expressed in this guide, any difference between communications can impart a sense of divide within the organization to the external audience.

A few variations are provided.

The size and position of the logo is left to the designer’s discretion. Placed on pictures, ensure the logo is prominent against the background.

The logo plays on the University standard of bold verses light: many units on campus place their names in such a fashion using a lighter weight of Gotham against a heavier weight.

Use the logo in all communications for wide external audiences and include the full organization name in a creative way in another part of the document.

The logo is availble to download in a number of formats from the communications department.

Do not alter spacing. Colors may be altered only when the black or ASMSU green will not show properly on the background. White is the preferred alternate.


6. THE WATERMARKREPRESENTING ASMSU THROUGH A SIMPLIFIED AND OFFICAL IMAGE

In years past, the ASMSU logo and the ASMSU Watermark were one in the same. This leads to a vlending of official business with promotions and branding.

Starting with this branding standard, the two will be used in separate occasions and separate types of communications.

The new ASMSU Watermark continues to play on the light verses bold effects of the Gotham typeface.

The graphic is to be used in the forms presented here without alteration. It cannot be combined with other graphics and the color cannot be changed from what is provided. This ensures a consistent professional appearance to organization contacts and partners.

The watermark is to be used on all “official” communications. This entails usage on the letterhead, business cards, communications with other academic units and institutions.

Do not place this with other graphics, change the spacing, or font. Only use the provided graphic files


7. EXTERNAL DOCUMENTSPROMOTING THE UNITY AND COHESIVE WAYS OF THE ORGANIZATION TO OUTSIDE ENTITIES

ASMSU needs to present itself uniformly through all documents seen by external entities. This includes all other University departments and groups along with anyone outside of the MSU community.

External documents are to be decorated in accordance to the colors and logos set forth by this guide.

Voting is the most important external campaign put forth by this organization, employing the simple design techniques discussed in this document will ensure a strong campaign and an effective presence on campus.

See the provided examples available from the Communications department to get some ideas for document design.

The Associated Students ofMICHIGAN STATE UNIVERSITYNameTitleDepartment

ASMSU3xx Student Services BuildingEast Lansing, MI 48824

phone: 517.355.8266 ext. xxxfax: 517.353.3132

VOTE IN THE ASMSU STUDENT ELECTIONS

YOUR VOICE COUNTS IN THE LEADERSHIP, THE VOICE, AND THE COMMUNITY OF MICHIGAN

STATE UNIVERSITY’S UNDERGRADUATE GOVERNMENT

ELECTIONS.ASMSU.MSU.EDU

ASMSU

The Associated Students ofMICHIGAN STATE UNIVERSITY

To Whom It May Concern, Lorem ipsum…..

The AssociatedStudents of

Michigan StateUniversity

307 Student Services Bldg

East Lansing, MI48824

517.355.8266fax: 517.353.3132

asmsu.msu.edu


8. INTERNAL DOCUMENTSKEEPING THE BRAND CONSISTENT THROUGH INTERNAL COMMUNICATIONS

Keeping a unified communication plan is important even in internal communications — that is, any forms of communication within the organization, unseen by anyone outside of it.

These are opportunites to play with design, swap out the watermark for the logo and see how it looks.

But, keep in mind that many of these designs will only be printed in black and white colors formats — create designs that will work in both black and white and color forms.

The Associated Students ofMICHIGAN STATE UNIVERSITY MEETING NOTES

DATE:MEETING NAME:TIME:

MEMBERS PRESENT:

MEMBERS ABSENT:

NOTES:


9. CONCLUSIONSUMMING UP THE BRAND AND WHERE TO GO FROM HERE

Everything in this guide is simply a minimum requirement — make these rules your own.

Adapt the guide to the Assembly’s goals and wishes — each Assembly has its own vision, but it is the communicator’s job to ensure this vision is represented throughout the years and is uniformly viewed by the audience.

Add on to this guide, build upon its principles, and even solidify new guidelines through the proper voting channels.

Building this guide will build the solid presence of the organization on campus.

ASMSU Rebrand

Documents

Transcript of ASMSU Rebrand