HUMBER BRAND GUIDELINEShumber.ca/.../files/humber-brand-guideline-jan-2014-02.pdf · 2014-01-24 ·...
Transcript of HUMBER BRAND GUIDELINEShumber.ca/.../files/humber-brand-guideline-jan-2014-02.pdf · 2014-01-24 ·...
HUMBER BRAND GUIDEL INES
1 HOW WE GOT HERE
2 MESSAGING & LOGO
3 DESIGN ELEMENTS
3 Colour Palette
4 Typography
5 Graphics – Correct Usage
6 Graphics – Incorrect Usage
7 Ensuring Legibility
8 Recommended Placement
9 Create Graphic Panel – Adobe Illustrator or Indesign
10 Using Graphic Panel – Microsoft Word
11 Photography Style
12 IN MARKET EXAMPLES
12 Publication Covers
13 Program Fact Sheet Sample
CONTENTSWE ARE HUMBER
We are creating a fresh new way of expressing Humber’s
identity to raise our profi le and demonstrate that we are
leaders in polytechnic education. It is important to understand
that the Humber brand is much more than a logo. It is an
experience that we promise to our audiences – one that meets
their needs, inspires them, and moves them to action.
It incorporates our aspiration and adds emotional elements
to tangible qualities. Since it is based on the needs and
desires of our audiences and on a differentiated positioning,
it conveys how we want Humber to be perceived and how we
can successfully extend into the future.
When we properly manage our brand, it can become one of
our most valuable assets – one that is recognized, memorable
and relevant to our audiences. To build a valuable brand, we
must communicate and express it consistently at every point
of contact with both external and internal audiences.
We express our brand through a combination of verbal
and visual elements. Our verbal expression is anchored by
the bold, confi dent, new ‘WE ARE’ messaging. This messaging
responds to what’s most important to our audiences
and is supported by the necessary facts or proof points.
Our visual expression consists of our colour palette, graphics,
photography style, and typography as well as our logo, which
will still continue to follow our brand standard guidelines.
To help you understand and further expand this refreshed
Humber brand, we have highlighted the visual and
verbal elements of how 'WE ARE' is expressed, in the
following pages.
HUMBER BRAND GUIDEL INES
As consumers and marketers we know that using a common
look consistently and repetitively will make Humber
recognizable as a cohesive organization which will strengthen
the impact of our marketing. Rallying around a core theme
and common look will help communicate our shared objective
to demonstrate leadership in polytechnic education.
Through feedback at our 2013-2018 strategic planning
forums, marketing was asked to explore a new way to visually
and creatively express our commitment to leadership in
polytechnic education. Marketing & Communications engaged
in a process, to identify a new direction for Humber’s core
brand with images and messages that could represent our
uniqueness and pride, and that could be applied to school
and department marketing initiatives.
The process included the following stages:
1. Brand workshop
2. Agency concepts
3. Prospective student research
BRAND WORKSHOP
The participants, made up of key college stakeholders, in an
externally facilitated process, were led through a brand review
system that resulted in a recommendation for a brand strategy
to be built on the following three aspects:
Our Brand Promise
We promise to work with you to build your future
Our Personality
Bold (Proud)/Caring (Helpful, Sincere, Approachable)/
Visionary (Forward-thinking)
Our Brand Positioning
First Choice/Most Popular college in Canada e.g. more people
choose Humber because of the reputation of our programs
AGENCY CONCEPTS
A large group of internal stakeholders provided feedback
to the agency presentations, and selected the four
strongest concepts.
PROSPECTIVE STUDENT RESEARCH
An online survey deployed to prospective students was
administered through Academica Group to test the theme
that resonated with them. Prospective students were asked
to provide feedback and rank the four creative concepts.
On a signifi cant margin of acceptance and positive feedback,
the “WE ARE …” concept was selected.
HOW WE GOT HERE 1
HUMBER BRAND GUIDEL INES
MESSAGING & LOGO
‘WE ARE HUMBER’ will be conveyed through bold
verbal expressions and messages that will highlight the
pillars of the Humber brand, personality and position.
Variations of this expression will allow us to strengthen
our reputation and solidify Humber as the most popular
college choice in Canada.
Consistent application of ‘We are Humber’ will deliver
our shared objective to demonstrate leadership in
polytechnic education.
HUMBER LOGO GUIDELINES
The 2013 Brand Guidelines apply to all staff and
suppliers involved in developing promotional materials
for Humber, including all schools and departments.
What has not changed with our new brand look is the
Humber logo.
This guide serves as a supplement to the existing
brand standards. Standards regulating protected space
around the Humber logo, proper background treatment,
and the correct use of primary brand colours (blue and
gold) have not changed.
For details about Humber's brand standards please
visit humber.ca/brand
How the brand can be expressed:
WE ARE HUMBER – General Title
WE ARE LEARNING – General Title
WE ARE DETERMINED – 2013/2014 CE VIEWBOOK COVER TITLE
WE ARE ON OUR WAY – Headline Variation
MENTOR. ADVISE. COACH. WE CARE – Headline Variation
2
HUMBER BRAND GUIDEL INES, DECEMBER 2013
PRIMARY/CORPORATE COLOURS
Humber’s primary/corporate colours will continue to be used as a Humber brand standard.
SECONDARY/REFRESH COLOURS
Humber’s secondary/refreshed colours are designed to add energy to your marketing materials.
Please visit humber.ca/brand for the web-compliant colour palette.
DESIGN ELEMENTS
COLOUR PALETTE
FOUNDATION/NEUTRALS
The use of neutral colours will bring balance to the overall art direction.
PMS 299C86 M8 Y0 K0R0 G161 B223009BE0
PMS 7711C98 M0 Y28 K4R0 G150 B1690097A9
BLACK
PMS 282C100 M72 Y0 K56R4 G30 B65000033
PMS 198C0 M82 Y37 K0R223 G70 B97DF4661
PMS 2597C80 M99 Y0 K0R94 G13 B1395C068C
5% BLACK
PMS 108C0 M5 Y98 K0R255 G219 B0FEDB00
PMS 390C27 M0 Y100 K3R179 G211 B53B4C800
WHITE
PMS 117C0 M18 Y100 K15R205 G151 B0CC9900
HUMBER BRAND GUIDEL INES
GRAPHICS – UPPERCASE, KNOCKED OUT TYPE TO SHOW
BACKGROUND*
LEAD-IN SECTION
THESE COURSES MAY BE SEMESTER-BASED WITH SPECIFIC
START AND END DATES OR MAY HAVE A TIMELINE BASED ON
THE DATE OF YOUR ENROLMENT.
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Praesent id fermentum metus. Ut augue dui, vestibulum id
auctor laoreet, consequat quis mauris.
SUBHEAD STYLE 1 – UPPER & LOWERCASE
More than great programs
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
SUBHEAD STYLE 2 – UPPERCASE
MORE THAN GREAT PROGRAMS
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
• Typography is set using the ITC Franklin Gothic
condensed standard family.
• Title/heading copy should be set using the “demi
condensed” weight, while secondary/body copy
should be set using the “book condensed” weight.
• Font size is determined by the purpose of the
communication. Heading could be as large as 60 pt
and body copy as small as 10 pt.
• Arial can be used as an alternative font – FOR BODY
COPY ONLY.
* Visit humber.ca/brand to download graphic
templates.
TWO-LINE MESSAGE – UPPERCASE; COLOUR PANEL ON
LINE ONE
LEADING THE WAY
DESIGN ELEMENTS
TYPOGRAPHY
4
HUMBER BRAND GUIDEL INES
DESIGN ELEMENTS
GRAPHICS — CORRECT USAGE
SIZE
Balance and proportion are key factors when
setting size.
When creating different accompanying messages with
the ‘WE ARE’ graphic, words can vary in font size from
line to line, but words on the same line should be the
same font size.
‘WE ARE’ GRAPHIC AS SECONDARY ELEMENT
ENTREPRENEURIAL SPIRIT. JUST ANOTHER WAY TO SAY
BACKGROUNDS
The graphic panel can be positioned on photography,
solid coloured backgrounds or on white space.
‘WE ARE’ GRAPHIC AS PRIMARY ELEMENT
PLACEMENT
The graphic panel can be placed horizontally
or vertically depending on the format of the
communication piece.
Do not use vertical and horizontal graphic panels
together for one message.
5
HUMBER BRAND GUIDEL INES
HORIZONTAL & VERTICAL TREATMENT
Do not use both horizontal and vertical graphic panels
for one message.
SPACING & OVERLAPPING
Do not overlap graphic panels or include any space
between them.
TRANSPARENCY & LEGIBILITY
When used in combination with photography, do not
place the graphic panels in areas that are very light
or dark. See page 7 for more details.
DESIGN ELEMENTS
GRAPHICS — INCORRECT USAGE
6
HUMBER BRAND GUIDEL INES
DESIGN ELEMENTS
ENSURING LEGIBILITY
Clear, legible messaging is critical for our communication
materials and should always be considered when using
the graphic.
A black or white transparency can be placed behind
the graphic panel (and over the photo) to allow for more
contrast between the graphic panel and the photograph.
The degree of transparency can vary based on the
photography beneath. However, it is recommended not
to exceed 75%.
If legibility is still a concern even after using a black/white
transparency underneath the graphic panel, it is recommended
that the area of the photo showing through the graphic panel,
be manipulated further using Adobe Photoshop.
NO TRANSPARENCY
NO TRANSPARENCY
50% BLACK TRANSPARENCY ADDED UNDER GRAPHIC PANEL
50% WHITE TRANSPARENCY ADDED UNDER GRAPHIC PANEL
7
HUMBER BRAND GUIDEL INES
DESIGN ELEMENTS
RECOMMENDED PLACEMENT
VERTICAL TREATMENT
BOTTOM
RIGHT SIDE
MIDDLE
LEFT SIDE
PROFESSIONAL ACCREDITATION
Humber’s Bachelor of Commerce – Ac-
counting meets the Institute of Chartered
Accountants of Ontario (ICAO) course
requirements. As well, Humber’s Bachelor
of Commerce – Accounting qualifi es
graduates to write the Certifi ed Man-
agement Accountant (CMA) of Ontario
entrance examination. The Certifi ed
General Accountants (CGA) of Ontario
requires graduates of Humber’s Bachelor
of Commerce – Accounting to enrol in
additional CGA-specifi c courses as part
of their membership requirements.
All professional accounting associations
are independent of Humber, all have
additional requirements for membership
beyond holding a degree, and all may
change their requirements at any time.
Applicants and students are advised to
review each of the accounting asso-
ciations’ requirements and standards
carefully in order to ensure a full and
complete understanding of current
requirements.
COLLEGE DIPLOMA TO DEGREE
Students who have completed a college
diploma can use their college courses to
gain admission and apply for advanced
standing in a Humber degree program.
Students who have completed at least a
year of college-level study may also be
considered for admission. Learn more at
humber.ca/degrees/transfers.
APPLICATION PROGRAM CODE
22211
ADMISSION REQUIREMENTS
Please visit humber.ca/degrees/admissions
for the most up-to-date admission requirement
information.
CONTACT
Melissa Napier-Andrews
Enrolment Services Offi cer
416.675.6622 ext. 3214
Learn more about degree scholarships
and bursaries at humber.ca/
fi nancial-aid/humber-scholarships.
OPTIONSHumber offers more than 1,400 courses and 200 part-time
certifi cates. Develop new skills through professional or
personal development courses.
FLEXIBILITYStudy during the day, evening or weekend — in class or
online. We offer more than 400 online courses and more
than 40 fully online programs, as well as libraries and
research services with online search capabilities.
Our programs have fall, winter and spring start times.
EMPLOYABILITYContinuing education can help you keep up with the latest
technologies, knowledge and skills you need to advance in your
current position, get a new job or change fi elds.
ACCESSContinuing education students have access to one-on-one
career counselling, peer tutoring and services for internationally
trained professionals, as well as accounting, math and
writing centres.
TODAY’S TECHNOLOGY AND RANGE OF PROGRAM AND COURSE CHOICES MAKE IT EASIER THAN EVER TO TAKE CONTINUING EDUCATION.
2013/2014
CONTINUING EDUCATION
VIEWBOOK
humber.ca/continuingeducation
HORIZONTAL TREATMENT
ACCOUNTINGBachelor of CommerceThe Business School
OUR PROGRAM
Employers around the world are continu-
ing to feel the effects of a talent shortage
for accounting and fi nance profession-
als according to the Global Financial
Employment Monitor published by
Robert Half. The Bachelor of Commerce
- Accounting degree program prepares
students to enter this demanding
profession.
Humber’s Accounting degree examines
the theoretical considerations underlying
accounting and develops skills in the
applied aspects of the profession. Intro-
ductory courses provide a fundamental
understanding of a variety of business
disciplines giving students a sound
understanding of business functions
and their relationships. This is followed
by more in-depth study of accounting.
Breadth courses will enrich and extend
students’ understanding of the profes-
sional fi eld and include courses in the
arts and humanities, social sciences and
natural sciences.
The program emphasizes critical think-
ing, analytical skills, communications
and leadership. Areas of study include:
marketing, law, economics, operations
management, ethics, human resources
management, organizational behaviour,
fi nancial accounting, management
accounting, fi nancial management,
taxation, audit, strategic management,
statistics and quantitative analysis,
as well as a strong general education
breadth component.
FACULTY
You’ll learn from professors who have
real-world accounting experience and
are active in the industry. Whether you’re
analyzing a case study, hearing from a
guest speaker or participating in a fi eld
visit, faculty are committed to providing
you with practical, hands-on accounting
training to help you achieve the career
you want.
WORK PLACEMENT
Students will participate in one manda-
tory work term of 14 weeks of profes-
sional experience. Students will select
from a wide variety of opportunities in
public accounting fi rms, government
offi ces, not-for-profi t organizations, major
corporations, and small businesses.
Students can work for employers in
accounting practices, in industry (insur-
ance, banks, manufacturing or service
industries), non-profi t organizations or for
all levels of government.
FACILITIES
Students have the opportunity to train
in Humber’s state-of-the-art Accounting
Centre, where you’ll learn about best
practices in accounting and use standard
industry software such as Profi le (person-
al tax), Access, Excel, Simply Accounting
and Accpac Plus.
YOUR CAREER
Graduates of the Bachelor of
Commerce — Accounting degree
program can expect to fi nd
employment in public accounting
fi rms, government offi ces, not-
for-profi t organizations, major
corporations, small businesses,
and fi nancial institutions in
positions such as accountant,
budget analyst, taxation specialist,
auditor, treasurer, or as a self-
employed professional. They can
also pursue graduate studies in
the same or related fi elds.
HUMBER LAKESHORE CAMPUS
Eight semesters, beginning in September,
plus one work term
8
HUMBER BRAND GUIDEL INES
WE ARE1. Start by setting the type at 50pt with a tracking
of 25 (InDesign).
2. Convert type into outlines.
3. Place in rectangle and ensure freespace of the
width of ‘X’ around type (X = the width of the
vertical stem of a letterform).
4. Select both type and rectangle and apply Exclude
Overlap in the Pathfi nder palette.
5. The success of this graphic approach will be
based on the balance of graphic panel placement,
colour contrast, type transparencies and choice
of photography.
CREATE GRAPHIC PANEL — ADOBE ILLUSTRATOR OR INDESIGN
DESIGN ELEMENTS 9
HUMBER BRAND GUIDEL INES
1. Import the ‘WE ARE HUMBER’ graphic panel into
your document.
2. Size the graphic panel appropriately leaving
approximately a ½ inch buffer of free space
around it.
3. Position the graphic so it is anchored to one or
more margins of the document. Either a horizontal
or vertical position is acceptable.
DESIGN ELEMENTS
USING GRAPHIC PANEL — MICROSOFT WORD
10
HUMBER BRAND GUIDEL INES
The ‘WE ARE’ direction is based on photography that presents
Humber in a realistic and energetic way. We will tell our story
with full-bleed images (image is sized right to the edges of
your document, with no white border) of students focused on
their studies, winning a championship or actively learning in
a classroom or socializing with friends in the concourse.
For more information about photography art direction,
please contact Marketing Communications.
DESIGN ELEMENTS
PHOTOGRAPHY STYLE
11
HUMBER BRAND GUIDEL INES
CE VIEWBOOKVIEWBOOK
PUBLICATION COVERS
IN MARKET EXAMPLES
P 12
2013/2014
CONTINUING EDUCATION
VIEWBOOK
humber.ca/continuingeducation
2014/2015
VIEWBOOK
humber.ca
12
HUMBER BRAND GUIDEL INES
PROGRAM FACT SHEET SAMPLE
IN MARKET EXAMPLES
P 13
ACCOUNTINGBachelor of CommerceThe Business School
OUR PROGRAM
Employers around the world are continu-
ing to feel the effects of a talent shortage
for accounting and fi nance profession-
als according to the Global Financial
Employment Monitor published by
Robert Half. The Bachelor of Commerce
- Accounting degree program prepares
students to enter this demanding
profession.
Humber’s Accounting degree examines
the theoretical considerations underlying
accounting and develops skills in the
applied aspects of the profession. Intro-
ductory courses provide a fundamental
understanding of a variety of business
disciplines giving students a sound
understanding of business functions
and their relationships. This is followed
by more in-depth study of accounting.
Breadth courses will enrich and extend
students’ understanding of the profes-
sional fi eld and include courses in the
arts and humanities, social sciences and
natural sciences.
The program emphasizes critical think-
ing, analytical skills, communications
and leadership. Areas of study include:
marketing, law, economics, operations
management, ethics, human resources
management, organizational behaviour,
fi nancial accounting, management
accounting, fi nancial management,
taxation, audit, strategic management,
statistics and quantitative analysis,
as well as a strong general education
breadth component.
FACULTY
You’ll learn from professors who have
real-world accounting experience and
are active in the industry. Whether you’re
analyzing a case study, hearing from a
guest speaker or participating in a fi eld
visit, faculty are committed to providing
you with practical, hands-on accounting
training to help you achieve the career
you want.
WORK PLACEMENT
Students will participate in one manda-
tory work term of 14 weeks of profes-
sional experience. Students will select
from a wide variety of opportunities in
public accounting fi rms, government
offi ces, not-for-profi t organizations, major
corporations, and small businesses.
Students can work for employers in
accounting practices, in industry (insur-
ance, banks, manufacturing or service
industries), non-profi t organizations or for
all levels of government.
FACILITIES
Students have the opportunity to train
in Humber’s state-of-the-art Accounting
Centre, where you’ll learn about best
practices in accounting and use standard
industry software such as Profi le (person-
al tax), Access, Excel, Simply Accounting
and Accpac Plus.
YOUR CAREER
Graduates of the Bachelor of
Commerce — Accounting degree
program can expect to fi nd
employment in public accounting
fi rms, government offi ces, not-
for-profi t organizations, major
corporations, small businesses,
and fi nancial institutions in
positions such as accountant,
budget analyst, taxation specialist,
auditor, treasurer, or as a self-
employed professional. They can
also pursue graduate studies in
the same or related fi elds.
HUMBER LAKESHORE CAMPUS
Eight semesters, beginning in September,
plus one work term
PROFESSIONAL ACCREDITATION
Humber’s Bachelor of Commerce – Ac-
counting meets the Institute of Chartered
Accountants of Ontario (ICAO) course
requirements. As well, Humber’s Bachelor
of Commerce – Accounting qualifi es
graduates to write the Certifi ed Man-
agement Accountant (CMA) of Ontario
entrance examination. The Certifi ed
General Accountants (CGA) of Ontario
requires graduates of Humber’s Bachelor
of Commerce – Accounting to enrol in
additional CGA-specifi c courses as part
of their membership requirements.
All professional accounting associations
are independent of Humber, all have
additional requirements for membership
beyond holding a degree, and all may
change their requirements at any time.
Applicants and students are advised to
review each of the accounting asso-
ciations’ requirements and standards
carefully in order to ensure a full and
complete understanding of current
requirements.
COLLEGE DIPLOMA TO DEGREE
Students who have completed a college
diploma can use their college courses to
gain admission and apply for advanced
standing in a Humber degree program.
Students who have completed at least a
year of college-level study may also be
considered for admission. Learn more at
humber.ca/degrees/transfers.
APPLICATION PROGRAM CODE
22211
ADMISSION REQUIREMENTS
Please visit humber.ca/degrees/admissions
for the most up-to-date admission requirement
information.
CONTACT
Melissa Napier-Andrews
Enrolment Services Offi cer
416.675.6622 ext. 3214
Learn more about degree scholarships
and bursaries at humber.ca/
fi nancial-aid/humber-scholarships.
13
HUMBER BRAND GUIDEL INES
FOR MOREINFORMATIONor to direct any comments you may have, please contact Marketing Communications at 416.675.6622 ext. 4675 or send an email to [email protected]
humber.ca/brand
Produced by Humber Marketing Communications. August 2013.