Brand GuidelinesSpring 2015

Brand Guidelines

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Table of contents2 Introduction3 Brand platform4 SDCC logo5 Logo specifications6 Logo specifications: Color usage12 Logo: School and department identifier13 Incorrect logo usage14 Color palette15 Typography17 Typographic style18 Messaging21 Applying the visual style24 How to reach us

Brand Guidelines

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In 2014, San Diego City College celebrated its centennial and commemorated the milestone with a new brand identity. As we move forward into the next 100 years, a new design reflects the school’s vision as “agents of change” in academia and the community. This consistent set of design tools helps tell our story. The new brand embodies the promise of an exciting future, and an opportunity to rediscover City College. Above all, it delivers a clear message about our commitment to a quality education for every generation of student, the cultivation of cultural experiences through diversity, and the desire to help students, faculty and donors build a solid foundation for success throughout San Diego.

This style guide contains all the necessary elements to build thoughtful and consistent messages, and serves as the definitive resource for reaching San Diego City College’s diverse audience through marketing communications.

Introduction

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Drivers The company’s competitive strengths

EssenceThe idea at the core of the brand

PositioningHow the company sets itselfapart in the marketplace

PromiseLargest credible claim the brandcan make to external audiences

PersonalityCharacter of the brand defined in human terms

Education without boundariesEmbracing urban diversityTradition of student successAccomplished, exceptional faculty

Agents of change

City College inspires people to transform their lives

City College provides the tools, expertise and inspiration to change lives

WelcomingInspiringVibrantResourceful

Brand platform

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The SDCC logo serves as the main identifier for the brand and should be used in all communications. In most applications, the Primary Logo should be used. However, in applications where space constraints do not allow for the Primary Logo to be used, an acceptable alternate is the Horizontal Logo. The same principles apply to the use of the Centennial Logo and Foundation Logo, where applicable.

SDCC logo

Primary Campus Logo Program (Foundation) Logo

Primary Campus Horizontal Logo Program (Foundation) Horizontal LogoStandard District-wide Horizontal Logo

Standard District-wide Logo

Foundation

Foundation

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Print without school identifier: .375"

Online: 45 Pixels

Minimum Clear spaceThe minimum clear space for all logos is “x” around all four sides, where x is equal to 1/2 the height of the icon in the SDCC logotype.

Follow these logo specifications to ensure maximum visibility and legibility in all communications.

Minimum sizeFollow these specifications for minimum size when scaling all versions of the logo. Do not reduce the logo any smaller than indicated by the numbers in the diagrams.

Logo specifications

Print with school identifier: 1.5"

Foundation

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CMYKUse this logo for all full-color print applications.

RGBUse this logo for all screen- based communications.

GrayscaleUse this logo for all 1-color print applications.

Logo specifications: Color usage

File Name:

SDCC_Logo_District_PMS.eps

File Name:

SDCC_Logo_District_CMYK.eps

File Name:

SDCC_Logo_District_RGB.eps

File Name:

SDCC_Logo_District_Grayscale.eps

PMSUse this logo for all spot color print applications.

District-wide Logo

The district-wide version of the SDCC logo is available in five different color formats: PMS, CMYK, RGB, and Grayscale. Always use the electronic artwork appropriate for your application.

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CMYKUse this logo for all full-color print applications.

RGBUse this logo for all screen- based communications.

GrayscaleUse this logo for all 1-color print applications.

Logo specifications: Color usage

File Name:

SDCC_Logo_District_Horiz_PMS.eps

File Name:

SDCC_Logo_District_Horiz_CMYK.eps

File Name:

SDCC_Logo_District_Horiz_RGB.eps

File Name:

SDCC_Logo_District_Horiz_Grayscale.eps

PMSUse this logo for all spot color print applications.

District-wide Horizontal Logo

The horizontal district-wide version of the SDCC logo is available in five different color formats: PMS, CMYK, RGB, and Grayscale. Always use the electronic artwork appropriate for your application.

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Brand Guidelines

Logo: School and department identifierFollow the specifications below when adding a school identifier or department name.

School of Behavioral Sciences& Consumer & Family Studies

Foundation Identifier specifications:• Font: Whitney HTF Medium • Color: SDCC Red or Black, to match logo• Justification: Flush left

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The SDCC logo should be reproduced according to the specifications set in these guidelines. Incorrect usage can confuse our audiences, and makes brand recognition difficult. Do not recreate any artwork; always use the approved mechanical artwork files supplied by SDCC. Some common examples of incorrect usage are demonstrated here.

Do Not alter the size relationship of the logo components.

Do Not distort the logo or logotype.

Do Not rearrange the positions of the logo components.

Do Not change the colors of the symbol or logotype.

Incorrect logo usage

Do Not change the font or weight of the school or department identifier.

Do Not change the font size of the school or department identifier.

Do Not change the color of the school or department identifier.

FoundationFoundation FoundationFoundation FoundationFoundation

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SDCC Red

C 0 M 100 Y 63 K 29

R 178 G 8 B 56# b20838

PMS 201 C

Black

C 0 M 0 Y 0 K 100

R 0 G 0 B 0# 000000

Color paletteSDCC uses a confident red and gold color palette to help establish a distinctive and powerful visual identity for the brand. Each color below is accompanied by its color designations for four color spaces—Pantone and CMYK for print and RGB and Hexadecimal for screen. Always use the specified colors in all communications related to the SDCC brand.

Primary Colors

SDCC Gold

C 0 M 55 Y 100 K 15

R 213 G 121 B 26# d5791a

PMS 7571 C

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Whitney HTF is the primary font for the SDCC brand, and should be used for all applications whenever possible. Sentence case is the preferred case for all typography.

Whitney HTC Book: Use for all body and captions

ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789 (“;)#@{ }abcdefghijklmnopqrstuvwxyz 123456789 (“;)#@{ }Whitney HTC Medium: Use for all headlines

ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789 (“;)#@{ }abcdefghijklmnopqrstuvwxyz 123456789 (“;)#@{ }Whitney HTC Bold: Use for all subheads

ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789 (“;)#@{ }abcdefghijklmnopqrstuvwxyz 123456789 (“;)#@{ }

Note: Whitney HTF are licensed fonts that must be purchased for use in any materials created for SDCC. Please contact Heidi Bunkowske at hbunkows@sdccd.edu to request necessary fonts.

Typography: Primary font

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To avoid compatibility issues, Arial is the designated font for emails, PowerPoint presentations and the body text on websites.

Typography: On-screen font

Arial Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789 (“;)#@{ }abcdefghijklmnopqrstuvwxyz 123456789 (“;)#@{ }Arial Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789 (“;)#@{ }abcdefghijklmnopqrstuvwxyz 123456789 (“;)#@{ }

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Typography styleMaintain a consistent and recognizable brand image by adhering to these general guidelines described in the sample headlines, and body copy below. Please use the same proportions when setting type for all other applications.

Headlines: Whitney HTF BoldHeadlines should be set as sentence case. Flush

left with tight leading. The main header to the right has beenset at 18pt. with 18pt. leading and -10pt. letterspacing.

Body Copy: Whitney HTF BookBody copy should always be in sentence case and

flush left. The body copy to the right has been set at 11pt. with 14pt. leading and 0 letterspacing.

San Diego City College celebrates 100 years of providing thousands of students the tools, expertise and inspiration to transform the new century. Our award-winning faculty bring a unique mix of academic and real-world experience that propels education beyond the classroom, preparing the next generation to make their impact on our campus and across the city. We believe City College is where community thrives, potential is realized, and inspiration is ignited.

To find out more, please visit us at sdcity.edu

For 100 years, we’ve been changing lives inside the classroom and beyond.

Call to Action: Whitney HTF BoldCall to action should always be in sentence case,

and always set in SDCC Gold.

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MessagingCentennial General Copy (25 Words) For more than 100 years, San Diego City College has provided generations of students the tools, knowledge and inspiration to transform their community.

Centennial General Copy (50 Words) For more than 100 years, San Diego City College has provided thousands of students the tools, expertise and inspiration to transform the new century. Our award-winning faculty bring a unique mix of academic and real-world experience that propels education beyond the classroom, preparing the next generation to make their impact on our campus and across the city. We believe City College is where community thrives, potential is realized, and inspiration is ignited.

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Messaging: Talking PointsCommunity at Large • Rediscover City College • For 100 years, we’ve been changing lives inside the classroom and beyond. • Celebrating a century of changing lives every day. • Preparing the next generation to lead the new century. • City College is San Diego. • We inspire change on campus, and across the community. • San Diego thrives at City.

Alumni • Rediscover City College • Celebrating 100 years of changing countless lives. • A century of education igniting unlimited opportunities. • City College is San Diego. • Help build community with City. • Help City strengthen San Diego. • Help the next generation make their own impact on San Diego.

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Brand Guidelines

Messaging: Talking PointsStudents • Rediscover City College • A century of success preparing students to lead tomorrow. • City College changes lives, in the classroom and beyond. • At City College, success extends beyond the classroom. • A world of cultures, in the heart of San Diego. • Get full access to educators with real experience. • At City, you’re home. • Be an agent of change.

Faculty/Staff • Rediscover City College • Celebrating 100 years of exceeding expectations. • Preparing the next generation to lead the new century. • Using our experience to inspire success. • We aren’t just educators. We are agents of change. • Educating students. Engaging the community. • We’re more than a college. We’re a community.

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Donors • Rediscover City College • Invest in the next 100 years of change. • Celebrating a century of success, and a vision for tomorrow. • Invest in City and see real change in the community. • Preparing the next generation to lead the new century. • Make a difference that starts on campus, and extends across the community. • Help build community with City. • Invest in a world of cultures, in the heart of San Diego.

Messaging: Talking Points

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Applying the visual styleNote: The SDCC icon is a “C” made up of three distinct arcs. It is acceptable to use one of the arcs to hold illustration or photography. See samples on the following pages.

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Applying the visual style

Brochure Covers

Street Banners

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Applying the visual style

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Consistent use of the SDCC visual style will help ensure maximum impact across touchpoints. For internal team members, all SDCC visual assets are available through Heidi Bunkowske.

For further information and to obtain digital artwork for use in visual design applications, please contact: Heidi Bunkowske at hbunkows@sdccd.edu or your SDCC representative.

©2015 San Diego City College. All rights reserved.

How to reach us