Newest style guide - University of Louisiana Monroe | ULM ... · contribute to a unified and...

The ULM brand is much more than its seal and mark; the brand is reflected in the university’s mission, care values and strategic themes as communicated through all our messaging and interactions with constituents.

ONE VOICEIt’s important to strengthen and reinforce the central brand of ULM, and by association that will strengthen and reinforce its reputation. This is why, in all our communications, we aim to project a strong, unifying singular voice and appearance.

While it may be tempting for schools, departments and centers at ULM to create their own brand/logo, this would only dilute awareness of the ULM name and create internal competition or, at worst, confusion among our core audiences.

No matter which communication channels are used, we all contribute to a unified and professional ULM brand by following the logo, color and typeface standards in this guide.

ULM BRAND BRAND VOICE

The message is central to the identity of the University of Louisiana Monroe brand. Any communication that comes from the institution should support at least one of these SIX message pillars. The message should be communicated clearly and simply. The message also functions as our brand promise. It’s not just who we want to be, but who we promise to be.

1. University of Louisiana Monroe – is a great name in the University Louisiana System, and the State of Louisiana.

2. Campus Beauty – we’re blessed to have the beautiful Bayou DeSiard that flows directly through our campus.

3. Small Modern Campus – we constantly evolve with time, and we like it that way because it helps us thrive.

4. Big Family – proximity in infrastructure and culture creates the perfect combination: be a part of the Warhawk family.

5. Engaging Educators – our professors care about the topics they teach and they care about their students.

6. Empower – our graduate go on to do great things in their jobs, communities and the world.

CONVEY ULM’s VOICEAddress main objectives – “Why should I bother reading this?” Give details, reassure and persuade.Focus on the Benefits. Focus on what your target audience will get versus features. When you do write about features, make sure and point out how your target audience will benefit from that feature.Use Testimonials. Let testimonials describe the benefits of your program.Make it authentic, personal, fresh and direct.Talk directly to the reader – don’t be afraid of using “you”. Write as though you are informally addressing someone you know. Never promise something you can’t deliver.Hone Your Message. Less is more when writing for marketing publications. Use short sentences (10 to 20 words) and paragraphs (2 or 3 sentences). Edit out anything unnecessary-modifiers, complex clauses, awkward phrases. Use an active voice and avoid jargon, obscure words, stale phrases and any abstract/confusing ideas. Make it simple and straightforward.



PILLARSPlease use the verbiage below when writing and promoting for the University:

University of Louisiana MonroeULMWarhawksULM WarhawksTalons OutTake FlightWe Are The WarhawksThe Best Is On The Bayou

IDENTITY UNIVERSITY LOGO

Since the university logo is the common denominator, it should be the starting point in the creating of all marketing materials. Deliberate, consistent placement of the logo will establish the university’s name and institutional credence. There are very specific guidelines regarding the use of the primary logo.

A MUST ON ALL UNIVERSITY COMMUNICATIONSAs the primary graphic identity for the institution, the university logo must appear on all communications, including brochures, stationery, business cards, and the university website.

NEVER MANIPULATE THE LOGO IN ANY WAYThis rule includes but is not restricted to type, rules, surrounding boxes, shadows, outlines, and embellishments. Do not create secondary (sub) logos to represent a school, college, department or institutes, as this is confusing to audiences and dilutes the goal of creating a common, mutually reinforcing image. The primary logo is to be printed in approved colors and only in one solid color from primary colors.

To download the official ULM logo:https://ulm.edu/omc/logos-licensing/logos.html

https://ulm.edu/omc/logos-licensing/logos.html


Shown below are obsolete university logos. These logos were used in the past to represent the university but should no longer be used. There also may be other obsolete logos in existence that are not shown on this page. Only the logos that appear in this brand guide should be used to represent the university.

IDENTITY SUB-LOGO

PROTECTING OUR SUB-LOGOAll of the rules regarding the university logo also apply to the sub-logos. The sub-logos should never be manipulated or distorted. For a high resolution COP sub-logo, please contact Marcia Wells, [email protected], or Michelle White, [email protected].

VARIATIONS AND ALTERNATE TREATMENTDepending on the design, one of the three approved horizontal versions of school sub-logos should be placed prominently on all communications seen by external audiences. Use the alternate vertical, or stacked, version ONLY when space is limited. The sub-logo should always be in maroon and white color or reverse.

PROGRAMSWhen the program name is used in an official document or any promotional materials, the ULM University logo should always be first, followed by the college, school name and then the program name.

IDENTITY SUB-LOGO

SECONDARY SUB-LOGOAll of the rules regarding the university logo also apply to the sub-logos. The sub-logos should never be manipulated or distorted. For a high resolution COP sub-logo, please contact Marcia Wells, [email protected], or Michelle White, [email protected].

COLORS PRIMARY & SECONDARY COLORS

PRIMARYMaroon (Warhawk) and gold (Heritage Gold) are the university’s primary colors and an integral part of our brand. The secondary palette was carefully selected to complement and accent our primary colors as well as reflect our bold personality.

SECONDARYThese colors may be used to provide variety and visual interest without leaving the recognized palette. Secondary colors should be used in less than 30 percent of a whole palette for one piece. Secondary colors may be used in addition to Warhawk and Heritage Gold, but they cannot be used as primary, stand-alone colors.

It is important to render the colors accurately.

RGB – Refers to a system of red, green and blue for representing the colors to be used on a screen display.CMYK – Four-color printing process that uses cyan, magenta, yellow and black inks to create other colors. Used for digital and offset printing.PMS – Pantone Matching System. A set of standard color system for printing, each of which is specified by a single number or formula. Preferred when printing one- and two-color publications via offset printing method.HEX – For web design

COLORS PRIMARY & SECONDARY COLORS

TYPOGRAPHY OVERVIEW

WORKING WITH TYPETypography should work in context with the overall design, photography and editorial writing to help describe and define the university brand. Since the intent is to depict the University of Louisiana Monroe as a 21st century university – modern, confident, diverse and dynamic – choosing the right style of type is critical. There are two acceptable font families available – Garamond and Univers.

• IT IS PERMISSABLE TO JUXTOPOSE SERIF AND SANS SERIF.• DON’T USE TYPE WITH DROP SHADOWS.• DON’T USE OUTLINED TYPE.• AVOID CONDENSING, EXCESSIVE TRACKING OR

HORIZONTAL SCALING.• USE ITALICIZED STYLES SPARINGLY.

The ULM official fonts fit a variety of communications needs for digital and print environments. These typefaces are required and complement the university logo. Each family of fonts has a large range of weights and style options, including light, regular, bold and italics.

TYPOGRAPHY GARAMOND

USAGEAdobe Premier Pro Garamond is primarily for text (not headlines).

Garamond is available on both Mac and PC.

If this font is not available, please use Times.

This serif typeface is for special uses such as letters, books or other publications with an extensive amount of body copy. This font also can be used to add formality to a publication.

The Garamond type family is an elegant, classic typeface that contrasts with Univers. Use it when a serif font is more appropriate than a sans serif font.

AbcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

Garamond Regular


Garamond Italic


Garamond Bold

TYPOGRAPHY TIMES

USAGESubstitue font for Garamond. It is used primarily for text (not headlines).

Times is available on Mac, but not PC. For PC, please select Times New Roman.


Times Regular


Times Italic


Times Bold


Times Bold Italic


Times New Roman Regular


Times New Roman Italic


Times New Roman Bold


Times New Roman Bold Italic

TYPOGRAPHY UNIVERS

USAGEThe Univers family is our primary font for headlines. This font is not available on PC, but is available on Mac.

If this font is not available, please us Arial or Helvetica.

Univers is used for dramatic and powerful headline structures. Only use capital letters from this typeface in our headlines. The Univers family is a simple, modern and versatile font that is the driving typeface of the ULM brand platform.

Abcdefghijklm nopqrstuvwxyzABCDEFGHIJKLMNOPQ RSTUVWXYZ1234567890

Univers Light Condensed


Univers Condensed


Univers Bold Condensed


UniversLight


Univers Regular


Univers Bold

TYPOGRAPHY ARIAL/HELVETICA

USAGEArial or Helvetica are substitute fonts for Univers. They are the primary font for headlines.

Arial is available on Mac and PC; Helvetica is only available on Mac.


Arial Narrow


Arial Narrow Italic


Arial Narrow Bold


Arial Narrow Bold Italic


Arial Regular


Arial Italic


Arial Bold


Arial Bold Italic


Arial Black

TYPOGRAPHY ARIAL/HELVETICA

USAGEArial or Helvetica are substitute fonts for Univers. They are the primary font for headlines.

Arial is available on Mac and PC; Helvetica is only available on Mac.


Helvetica Light


Helvetica Light Oblique


Helvetica Regular


Helvetica Oblique


Helvetica Bold


Helvetica Bold Oblique

SOCIAL MEDIA OVERVIEW

Many of our audiences communicate primarily through one or more of the biggest social media channels. Below are high-level practices to keep in mind so that the appropriate content, crafted in the right manner, is effectively received.

Use of standard graphic elements throughout social media platforms such as Facebook, Twitter, Instagram and others will assit in identifying to the user that the account is an official social media account of the University.

SOCIAL MEDIA ASSETSFor your profile image on your official social media you may choose the university logo or sub-logo. The graphic elements shown here may only be used by ULM social media sites that are directly managed or overseen by faculty or staff of the University. Please note that these logos are trademarked and may not be used for anything other than the intended use of identifying official ULM social media accounts.

SOCIAL MEDIA COP ACCOUNTS

COLLEGE OF PHARMACY SOCIAL MEDIA ACCOUNTS

COP Snapchat - Showcase events, daily activities, short fun videos or “snaps” on our COP Pharmacy Snapchat. Faculty and organization representatives can obtain login information from Michelle White with anticipated times of use for an activity.

COP Social Media Highlights - To have events, presentations, health fairs, and other activities highlighted on our Pharmacy social media pages, take a few photos and send them, along with a short write-up of the event, to Michelle White at [email protected].

College of Pharmacy -https://www.facebook.com/ULM-College-of-Pharmacy-138109926682/

OSPA -https://www.facebook.com/ULM.COP.OSPA

COP Bulletin Board -https://www.facebook.com/groups/SOPBulleti

nBoard/

pharmacyatULM

pharmacyatulm

University of Louisiana Monroe College of Pharmacyhttps://www.linkedin.com/groups/12010490/

SOCIAL MEDIA #

#pharmacyatulm#pharmacyalumniatulm#pharmacyfutureatulm#dufilhosociety#wearepharmily#ulmcop@pharmacyatulm

mailto:[email protected]

https://www.facebook.com/ULM-College-of-Pharmacy-138109926682/

https://www.facebook.com/ULM.COP.OSPA

https://www.facebook.com/groups/SOPBulletinBoard/

https://www.linkedin.com/groups/12010490/

SIGNATURE BLOCK ULM EMAIL SIGNATURE

Having a standard email signature block allows ULM to maintain its brand message and deliver brand consistency. View your email signature block as an electronic business card. It upholds an identity standard, and email signature blocks should follow the same conventions.

ANATOMY OF YOUR SIGNATURE BLOCKDo not attempt to change any formatting in your email client. This will adversely affect the way in which the email is sent and increase the risk of emails being flagged as spam. The following format should be used for University email signature blocks.

Firstname Lastname (ARIAL 11 BOLD)Job Description (ARIAL 11) | College or Department Name (ARIAL 9)Phone Number (ARIAL 9 BOLD) | [email protected] (ARIAL 9)Address (ARIAL 9)

mailto:[email protected]

RESEARCH POSTERS COP POSTER TEMPLATES

Having a standard poster template allows COP to maintain ULM’s brand message and deliver brand consistency. Current poster templates may be found at: https://www.ulm.edu/pharmacy/technology.html

ANATOMY OF YOUR POSTERBased upon the ULM Style Guide the following fonts are suggested for use.

Headings/HeadlinesUnivers (Mac) Arial (Mac/PC)Helvetica (Mac)

Poster printing options are:• Universal Satin Instant Dry Photo Paper• Ultralight Polyester Banner Fabric (100% polyester)

Paper size options are 42” or 36”.• Standard research poster is 56” x 42”• Standard announcement poster is 24” x 36”• Height for landscape posters cannot exceed 42”. Width for

portrait posters cannot exceed 42”.

TextGaramond (Mac/PC)Times (Mac)Times New Roman (PC)

56”

42”24”

36”

https://www.ulm.edu/pharmacy/technology.html

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