CO H ER EN C E

MAN I FEST

AG N E S S C O T T. E D U 141 E. COLLEGE AVE.DECATUR, GA 30030 404.471.6285800.868.8602

This book is a presentation of the visual and verbal elements that will serve as inspiration for articulating the true, distinctive and compelling story of Agnes Scott College.

Enjoy.

CO H ER EN C E MAN I FEST

AT AG N ES SCOT T CO LLEG E , CO U R AG E IS I N O U R D NA .

We take our name from a pioneering woman who immigrated to America from Ireland as a teenager, bolstered largely by faith, hope, Burns and Shakespeare. When her son helped found and subsequently name an institution of higher learning for her in 1889, it was his hope that the women who graduated from Agnes Scott College would embody his mother’s adventurous spirit, intellectual curiosity and sense of integrity.

For more than 125 years, we have been proud to educate women whose actions reflect those values that our namesake held most sacred.

AGNES SCOTT WOMEN ARE SCHOLARS, ACTIVISTS AND GLOBALLY MINDED LEADERS. In these pages, we will illustrate how to best tell our stories.

KE Y MESS A GES

IM A GINE DEEPLYHere, women can pursue a rigorous liberal arts education with a community of students who are truly absorbed by intellectual challenges.

THIS IS A PLACE WHERE

CREATIVITY, PASSION

AND DISCIPLINE

INTERSECT EVERY DAY.

HONOR A BLYLIVE

Scotties have high expectations of them-selves and each other.

This is reflected in their signing of our Honor Pledge, which promises to support the regulation and spirit of our community by upholding personal standards of integrity and judgment, and it is reflected in their activism.

AGNES SCOTT

STUDENTS HAVE,

HISTORICALLY,

SUPPORTED

THE CAUSES

THAT MATTER

TO THEM, from walking in the Atlanta AIDS Walk to participating in our yearly Martin Luther King, Jr. Day of Service to mentoring young women during the annual Girls Summit.

Since our founding in 1889, we have been educating students who, like the woman for whom this institution is named, Agnes Irvine Scott, possess a strong sense of integrity and intellectual curiosity.

We are proud of our origins and the lessons we have learned as our College has evolved over time.

HISTORY

A PPRECIATE

WE WOULD NOT BE

HERE WITHOUT THE

FORESIGHT, HARD WORK

AND DARING VISION

OF THE PEOPLE WHO

CAME BEFORE US.

WE ARE INSPIRED BY

THEIR EXAMPLE AS

WE LOOK TOWARD

THE FUTURE.

CELE B R A TE TR ADIT IONWe honor our past and celebrate our traditions while taking pride in developing new ones. Being a Scottie is truly an exceptional experience, and our traditions acknowledge that.

Black Cat Week. Black Onyx Rings. The Ringing of the Bell.

OUR TRADITIONS

STRENGTHEN

THE BONDS

THAT UNITE US—

TO EACH OTHER

AND TO THIS

INSTITUTION.

We are a small liberal arts college. Our

classes are intentionally intimate, allowing

space for conversation, disagreement and

nuanced learning.

We are invested in fostering and sustaining

lasting relationships. We are equally invested

in building meaningful relationships with

the larger community around us. Our city

is a benefit to us, and we strive to be of

benefit to our city.

V A LU E COM M U NIT Y

WE ARE A DIVERSE,

VIBRANT, EVER-EVOLVING

COMMUNITY MADE RICHER

BY MANY DIFFERENT

VOICES AND PERSPECTIVES.

EM B R A CE ATL ANTAOur campus is located in Decatur, Georgia, a safe, welcoming and walkable historic community.

We are within a stone’s throw of several other institutions of higher learning and the world-class city of Atlanta. This provides our students with unparalleled access to opportunities in business, culture, diversity and enrichment.

WE ENJOY BEING A PART OF

THE BEST OF BOTH WORLDS.

Through Summit, our distinctive approach to the liberal arts, all Scotties are afforded opportunities to work, study and live with people from around the world, helping them build the intercultural understanding and informed perspective necessary to fully engage with the issues that affect all people, everywhere.

We live in an increasingly complex, intricately connected global society.

ENG A G E TH E WORLD

Students on a Summit First Year Travel experience look out over the Caribbean Sea from the northern coast of Trinidad.

Scotties explore the Chilean countryside during their Summit

global learning experience.

WE ARE PART OF THE

GLOBAL CONVERSATION.

We are dedicated to preparing the next genera- tion of leaders. A key feature of Summit is that it provides students multiple opportunities for leadership development and exposes them to a variety of leadership styles. By the time they graduate, Scotties are poised to influence every arena of human endeavor, from business to art to technology (and everything in between), for the greater good.

TH E WORLD

CH A NGE

THERE ARE MANY DIFFERENT

WAYS TO LEAD: QUIETLY,

BY EXAMPLE, WITH AN IDEA—

THROUGH SUMMIT, WE FOSTER

LEADERSHIP STYLES AS

DIVERSE AS OUR STUDENTS.

Summit First Year Travel experience students explore the beaches near Matelot

on the northern shores of Trinidad.

Our Mission

Adopted by the Board of Trustees, August 2002; reaffirmed by the Board of Trustees, May 2012

Agnes Scott College educates women to think deeply, live honorably and engage the intellectual and social challenges of their times.

Agnes Scott College provides a dynamic liberal arts and sciences curriculum of the highest standards so that students and faculty can realize their full creative and intellectual potential.

Agnes Scott College fosters an environment in which women can develop high expecta-tions for themselves as individuals, scholars, professionals and citizens of the world.

Agnes Scott College strives to be a just and inclusive community that expects honorable behavior, encourages spiritual inquiry and promotes respectful dialogue across differences.

We are so committed to the mission of preparing students to be global citizens and effective leaders that we have made it a cornerstone of Summit, our distinctive and groundbreaking reinvention of the liberal arts. Through Summit, all students, regardless of major, are afforded opportu-nities to study, work and live with people from around the world while also immersing themselves in a progressive leadership curriculum that includes labs, practica and exposure to a variety of leaders and leadership styles. These experiences prepare them to lead strategically and honorably, to understand complex global patterns and, ultimately, to become agents of change.

What We Talk About When We Talk About Summit

Summit is more than just our signature curriculum; it’s how we think about education and how we form the basis of our approach to the liberal arts. Summit is not just a “thing” that can be found at Agnes Scott; it’s a perspective and a way of thinking and being that can be found at Agnes Scott.

Summit is a piece of our brand. Thus, when we talk about Summit, we should be careful not to use words that describe it as a definitive thing (i.e., “program,” “curriculum,” etc.), but should rather use words that describe it as a philosophy, such as “approach” or “understanding.”

SUMMIT: Leading Everywhere

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The preceding pages have presented compel-ling photography, design and art elements, language and key messages that all say “Agnes Scott” without saying “Agnes Scott.” These elements will guide the communication of the ASC brand to the College’s wide- ranging constituencies. Be careful how you use these elements. They are powerful.

Not only will this Coherence Manifest bring efficiency to the creative process and establish actionable guidelines for communications across the institution, over time, pieces crafted from this creative blueprint will communicate Agnes Scott’s distinctive strengths across the College’s audiences in a way that is memorable, meaningful and, above all, coherent.

About This Book

Agnes Scott is a place for serious scholars. Our students work hard and approach their studies with tremendous reverence and enthusiastic interest.

Our ToneWhile we’re not at all frivolous, we do still manage to have a lot of fun. We don’t live in the past, but we respect our history. We’re progressive, but we honor and enjoy our traditions.

The tone of our communications should reflect these nuances. Our voice should strive to be sophisticated, authoritative, approachable and engaged.

Beneath the umbrella of the overarching Agnes Scott brand are several sub-brands that should be used to represent individual programs. Their logos and wordmarks—along with their relationship to the institu-tional identity and when to use them—are collected here. The College’s official seal, also depicted here, should be reserved for institutional documents such as diplomas.

Brand Hierarchy

Institutional Mark

College Seal

Summit Mark Summit Bugs

GeneralSummit Bug

Leadership &LeaderStoriesSpeaker Series

Board of Advisors

GlobalLearning

Sub-Brands

Community Scottie

Athletics

LEADERSHIPADVISING GLOBAL

Our students, alumnae, faculty and staff provide us with an abundance of amazing stories to tell. When choosing which ones to share, we should think back to our eight Key Messages:

The Stories We Should Tell

Celebrate Tradition We should tell the stories of Black Cat Week, black onyx rings and the ringing of the bell.

Value Community We should tell the story of our camaraderie and the stories of the ties that bind us, from student organizations to athletics to the student newspaper.

Embrace Atlanta We should tell the story of students who are doing compelling volunteer or internship work with noteworthy area organizations such as Creative Loafing, the Centers for Disease Control and Prevention, CNN, the Decatur Book Festival and others. By telling the story of these students, we tell the story of this place.

Engage the World We should tell the stories of Scotties in the world, learning to appreciate and participate in other cultures through study-abroad trips and Summit seminars. We should tell the stories of our international students, and our students from points all across America who understand how to be part of the global conversation.

Change the World We should tell the stories of student and alumnae leaders, working in many disciplines and industries, who are using their Agnes Scott education to lead in many different ways and in many different settings. We should feature Summit courses, lectures, seminars and field experiences that provide our students with the opportunities and hands-on learning necessary to discover their own leadership styles.

Imagine DeeplyWe should share stories of student and faculty research, examples of extraordinary scholar-ship, and profile some of the brilliant minds we bring to campus for lectures, seminars and meetings of the mind.

Live Honorably We should highlight our honor code and ask faculty, current students and alumnae what honor means to them. We should discuss Agnes Irvine Scott and the principles she possessed—principles that inspired our founding. We should highlight our service opportunities and the activism our students are engaged in.

Appreciate History We should tell the story of our founding and our founders, of noteworthy alumnae from the past 125+ years, of our relationship with Robert Frost, of how our campus has evolved and how our students have evolved with it.

We select photos that showcase authen-tic experiences, leverage our location and capture the beauty of the Agnes Scott experience. Consider the audience for your particular communications piece, and, when possible, use the highest quality professional photography available. We use a combination of full color and black and white, and careful cropping to tell the rich, sophisticated story of Agnes Scott.

Photo Selection

Photo Selection

It’s important to wear many hats when selecting the best images for your commu-nications piece. You must consider your photographs from the point of view of a designer: resolution, ownership, crop, color and contrast. You must also consider them from the point of view of a storyteller: activity, singularity, interest and fit. Finally, you must see them as an editor would: Should the image be used as a black-and-white—or toned as a black-and-white—for added contrast, historical connection, to quiet it down, for a more emotional reading, etc.?

We have carefully selected a primary color palette, which includes the institutional colors purple (Pantone Matching System 511), dark green (PMS 448) and dark khaki (4485). For added flexibility, there is a secondary palette that can be used when communicating with a diverse array of audiences. This includes: PMS 5783, PMS 442, PMS 130, and PMS 645.

A note about shapes: For visual interest, we will take our inspiration from the architec-ture of campus and our mascot, the beloved Scottie dog. While there are no hard and fast rules about using these shapes, strive for balance and use them judiciously.

Colors & ShapesPMS 511 PMS 448 PMS 4485

PMS 5783 PMS 442 PMS 645

Secondary

Primary

PMS 130

Colors

Color can highlight, activate and codify the page or the information on the page. Be conscious of complementary color relationships that can cause elements to “vibrate” if placed adjacently. System col-ors may be used to judiciously tone images (monotones, duotones or even more subtle toning of black-and-white images are all acceptable). Reference back to and use of primary institutional colors will reinforce the Agnes Scott brand while still giving some latitude for the use of brighter colors and the secondary color palette.

In addition to the primary and secondary palettes, four additional colors are intentionally used only for specific applications. A palette for Summit includes PMS 152, PMS 298 and PMS 186. Additionally, PMS 611 has been reserved for Admission materials.

PMS 152

PMS 298

PMS 186

PMS 611

Shapes

Create drama with shapes. They can be used large or small, in singular or as multiples to create patterns. Bleeding shapes (or a shape) off the page or spread serves to give the layout a good deal of visual interest beyond the standard images in boxes. Shapes can be used as a typo-graphic flourish to punctuate an entry, sidebar or story. They can also be used to create ornamen-tal rules that denote importance or hierarchical relationships. Finally, they can be used (sparingly) as a container for information or an image.

Generally, layout should be open, well organized and reader-friendly. The grid in this book is based on the golden proportion, 1:1.618. It is a proportion that is present in the swirling arms of the Milky Way, the seed head of a sunflower, the nautilus shell and our cherished class rings.

Layout & Type

“Intellectually, you feel like you’re in a place where you’re being developed as a scholar...we’re

interrupting the usual is what I like to say.”

Gotham Light Gotham Light ItalicGotham Book Gotham Book ItalicGotham Medium Gotham Medium ItalicGotham Bold Gotham Bold Italic

Agnes Scott uses two typefaces: Gotham and Plantin. These typefaces were selected for specific reasons.

The Plantin type family was named for Christopher Plantin, who was a printer and publisher in Antwerp during the sixteenth century—a time when Dutch printing was at its height and contributing to the spread of literacy across Europe. This legible, robust and generous typeface should be used to make reading long passages of copy comfortable. It is also appropriate to use Plantin to typeset quotes and sidebars.

Contrasting Plantin is Gotham, another hardworking typeface. The inspiration for this well-designed family of fonts came from urban lettering and architectural signage. Gotham was introduced by Hoefler & Company in 2000. This type family is honest, elegant and functional. It was popularized by President Barack Obama’s first presidential campaign. Gotham works wonderfully for large headlines and shorter body copy, and is the perfect foil for Plantin.

For faculty, staff and students, if you do not have Plantin or Gotham on your computer, you may use Garamond and Trebuchet respectively as a substitute. All designers/ professionals should use Plantin and Gotham.

Plantin LightPlantin Light ItalicPlantin RegularPlantin Regular ItalicPlantin SemiboldPlantin Semibold ItalicPlantin BoldPlantin Bold Italic

Dr. Kijua Sanders-McMurtryAssociate Dean of Students &

Special Assistant to the President on Diversity

LayoutA modular grid system can help with decisions concerning layout and hierarchy. It should be approached only as an aid to help lend consistency and logic to the placement of text and visual elements. For dynamic layouts and visual interest, be sure to incorporate contrast and juxtaposition with the different design elements occupying the same space. Bleeding off the page can also bring further dynamism to the design by continuing type and imagery beyond the grid and the page.

Modular grids based on 1:1.618 modules can be placed within multiple formats and can run horizontally (global) or vertically (leadership) with margin and column numbers specific to the individual commu-nication piece. Margins can ebb and flow depending on the piece, but be sure to always keep main copy and critical text away from the very edges of the layout.

a b c d e f g h i j k l m n o p q r s t u v w x y z

a b c d e f g h i j k l m n o p q r s t u v w x y z

a b c d e f g h i j k l m n o p q r s t u v w x y z

A B C D E F G H I J K L M N O P Q R S T U -

A B C D E F G H I J K L M N O P Q R S T U -

A B C D E F G H I J K L M N O P Q R S T U -

A B C D E F G H I J K L M N O P Q R S T U -

Type

The Gotham type family has many weights, including even condensed variants in the larger system. Pushing scale a bit with the light and book weights lends a more modern feel to headlines. This family can be used singularly within a piece or paired up with faces from the Plantin type family, which has its roots in the sixteenth century. This mix of modern and old-school faces gives a nice spectrum and bullpen for typographi- cal usage. Bleeding off the page, changing orientation of baselines and coloring certain words or phrases within a passage or quote are all additional ways to create interest and meaning.

Agnes Scott AudiencesIn order to communicate coherently with the audiences that are most important to Agnes Scott, we first have to have a clear understanding of who those audiences are. Then we can devise strategies for how to reach them with messages that are specifically tailored to address their needs. The following Audience Chart identifies all of the audiences we serve.

Primary: Audiences for whom our mission was written and the individuals who facilitate our mission on a daily basis.

Tier One: Audiences who generate income for our institution.

Tier Two: Audiences who influence our core audiences.

Tier Three: Audiences who have a recognizable interest in our work.

Tier Four: Audiences who tell others our great story.

Each ring represents a priority level; the closer the ring is to the center, the higher its degree of priority.

Agnes Scott College Audience Chart

A persona is a composite sketch of a potential audience member. Rather than viewing the personas that follow as mech-anisms that allow us to avoid specificity, think of them as jumping-off points that will help us engage with our audiences more empathetically.

Agnes Personas

ImagineDeeply

LiveHonorably

AppreciateHistory

CelebrateTradition

ValueCommunity

EmbraceAtlanta

Engagethe World

Changethe World

The metaphor of a sound equalizer can be used to help us map and adjust the tone of our communications for different audiences and influencers based on our eight key messages.

Madison JonesHigh School JuniorGreenwich, CT

Annalise Freeman ’85Entertainment LawyerSanta Monica, CA

Dr. Kirsten AmalfiBiology ProfessorDecatur, GA

Betty Jean Montgomery ’65 Volunteer Savannah, GA

Madison is a prospective student from the Northeast. Intelligent and sophisticated, she maintains a 3.9 GPA and works for her school’s yearbook staff. She is well traveled, speaks both English and French, and has family living in the South of France. She is interested in studying art history and knows that she wants to attend a small, private liberal arts college, but is on the fence about attending a single-gender institution.

Annalise studied English at Agnes Scott before going on to attend law school at UGA. She grew up in Atlanta and knew she wanted to attend ASC from a relatively young age. During her time as a Scottie, she served as treasurer of the student government, wrote for The Profile and worked part-time in the Office of Admission. Though she now lives in California and heads her own entertainment law firm, she has family in Atlanta and visits as often as she can. She remem-bers her time at ASC fondly.

Dr. Amalfi is a popular, up-and-com-ing professor who has been a part of ASC’s biology department for three years. Originally from London, she comes to Agnes Scott by way of MIT. She enjoys the pace of life in Decatur and the access she has to Atlanta, but sometimes misses life in a bigger city. She is admired by her students and colleagues alike, and her research has recently gained national atten-tion, putting her more squarely in the spotlight than she’s been before in her career.

Betty Jean majored in anthropolo-gy at Agnes Scott and minored in history. She comes from a long line of Scotties, with her mother, two aunts and a great-grandmother all having attended ASC as well. Though she still proudly wears her class ring, she feels somewhat disconnected from the institution, as it now strikes her as dramatically different from the place she remembers attending.

ImagineDeeply

LiveHonorably

AppreciateHistory

CelebrateTradition

ValueCommunity

EmbraceAtlanta

Engagethe World

Changethe World

ImagineDeeply

LiveHonorably

AppreciateHistory

CelebrateTradition

ValueCommunity

EmbraceAtlanta

Engagethe World

Changethe World

ImagineDeeply

LiveHonorably

AppreciateHistory

CelebrateTradition

ValueCommunity

EmbraceAtlanta

Engagethe World

Changethe World

ImagineDeeply

LiveHonorably

AppreciateHistory

CelebrateTradition

ValueCommunity

EmbraceAtlanta

Engagethe World

Changethe World

ElevatorSpeechesThese are quick, on-message statements that will efficiently convey our mission and vision. They can be used in a variety of print, digital and broadcast mediums.

Short Shorter ShortestAgnes Scott College educates students to engage the intellectual and social challenges of their times. Located in metropolitan Atlanta, this liberal arts and sciences college is home to a diverse residential community of scholars and is known for its intellectual dynamism. Focused on leadership develop-ment and global learning, Agnes Scott College prepares students to lead—everywhere.

Agnes Scott College educates students to think deeply, live honorably and engage the intellectual and social challenges of their times. Students are drawn to Agnes Scott by its excellent academic reputation, exceptional faculty and metropolitan Atlanta location —offering myriad cultural and experiential learning opportunities. A diverse and growing residential community of scholars, this highly selective liberal arts and sciences college is known for its dynamic and challenging intellectual community. With a curriculum driven by an intentional focus on leadership development and global learning—including opportunities for students to study in a coun-try other than origin beginning in their very first year—Agnes Scott College prepares students to lead—everywhere.

Agnes Scott College is a residential liberal arts and sciences college located in metro- politan Atlanta. With an academically rigorous curriculum and an intentional focus on leadership development and global learning, ASC routinely attracts top scholars.

Summit ElevatorSpeechSUMMIT at Agnes Scott reinvents a liberal arts education for the twenty-first century by preparing every student to be an effective change agent in a global society.

Guided by a personal board of advisors, every student, regardless of major, designs an individualized course of study and co- curricular experiences that develop leadership abilities and an understanding of complex global dynamics.

All students:

• Complete a core curriculum suffused with leadership development and global learning

• Kick-off their college career with a three-day leadership immersion

• Participate in a faculty-led global study tour in the Spring of their first year

• Build a personalized board of advisors consisting of a SUMMIT advisor, a peer advisor, a major advisor, and a career mentor to guide them in crafting their unique educational journey

• Create a digital portfolio in which they collect, reflect upon and showcase their achievements

• Engage a cutting edge leadership curricu-lum that includes coursework, practica and opportunities to meet extraordinary leaders from all walks of life and a global curriculum that builds inter-cultural understanding and grapples with global issues at home and abroad

• Complete a culminating project that synthesizes and contextualizes their four years of learning at Agnes Scott College

• Have the opportunity to complete a specialization in leadership development or global learning and earn a notation on their transcript

Equipped with a rigorous liberal arts and sciences education, an understanding of complex global issues and the ability to lead strategically and honorably, Agnes Scott graduates are ready to scale the next SUMMIT.

This book exists to inspire others to tell the story that inspires us most: the story of Agnes Scott College.

We endeavor to tell the world about an institution that welcomes scholars, activists and learners of all stripes; nurtures their curiosity, compassion and confidence; fosters dialogue, action and leadership; and equips students with the solid, unshakeable foundation necessary to truly shake things up.

The women who make up the DNA of Agnes Scott College are extraordinary.

LET’S MAKE SURE THEIR

STORIES ARE HEARD.

m a d e b y

r h b . c o m