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UVM Outing Club

Organizational Mission Founded in 1913, the mission of the University of Vermont Outing

Club is to provide affordable wilderness trips, instruction, leadership training, and certification opportunities for students. We also

provide a comprehensive array of affordable rental equipment to the UVM community. It is our further goal to promote enjoyment,

safe use and responsible stewardship of the environments we travel in through practice of Leave No Trace principles.

Organizational Vision

We believe a healthy student organization values involvement from all identity groups. We believe a healthy community is diverse,

inclusive and celebrates what makes each of us unique. We believe wilderness experience is tied to care for the environment,

commitment to social justice and ultimately to the health of our global community. We are committed to making the OC community

as welcoming as possible, especially to historically under represented groups. We value a growing community that includes

students from diverse backgrounds in regard to race, ethnicity, sexual orientation, gender identity & expression, and class. We

include diversity training as part of our Wilderness Instructor Leadership Development (WILD) training curriculum. OC leaders are dedicated to creating a safe and fun environment for all UVM

students to engage in wilderness based peer education.

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The Outing Club….…………………………………………………..2 Mission Statement………………………………….......………...2 Vision Statement………………………………….............……...2

Table of Contents

The Brand………………………………………………………………..4 Attributes of the UVM Outing Club Brand………………………..5 Brand Promise……………………………………………………….5 Brand Vision………………………………………………………….5 __Brand Personality……………………………………………………5 Brand Identity…………………………………………………………..6 The Name………………………………………………………………..7 The Logo…………………………………………………………………8 The Colors……………………………………………………………….9 The Fonts……………………………………………………………….10 Social Media……………………………………………………………11 Living Document………………………………………………………12

This is a LIVING DOCUMENT. That means that everything found between the two covers of this document are not concrete fact, they

are merely a guideline of how to best portray the UVMOC in its communication that will change with time. I encourage anyone who

has this document to add to it, and give others tips of how to successfully market the Outing Club to the campus community here at UVM, and abroad. The UVMOC is one of the oldest collegiate outing clubs IN AMERICA. That’s a big deal. Why do we have to

stick to on campus recognition? We can be a brand that’s nationally respected as an authority on outdoor activities. I

encourage each person who holds the title of “Public Relations Chair” to grab the catamount by its awesome-pointy-shaped-ears and go for it. You have the power of the University of Vermont Outing Club behind your words – choose them wisely.

~T. Cece

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The Brand

What is a Brand?

A brand is a collection of experiences that people have with an organization. It’s not just a logo, a tag line, or an advertisement. A brand is a set of fundamental principles as understood by anyone who comes into contact with an organization. It is an organization’s “reason for being;” it is how that reason is expressed through the various communications to its key audiences, including members, leaders, campus community, and local community. Built over time, a brand is ultimately what people expect from an organization. A well-crafted brand gives the company or product personality and evokes emotional and subliminal characteristics that are not necessarily found in the product or organization. All of our communications—from our printed materials and Web site, to what we post on social media sites—should reflect our brand. This means that our brand is never completely under our control. However, the physical expression of the brand is one element we can control in order to promote it. This guide was developed to help convey our brand consistently and recognizably across all printed and electronic communications. We all have a hand in building the brand. When we stray from our own brand guidelines, we weaken the brand.

A brand is a promise. It is what people expect from an organization or product. A well-crafted brand can give a product or organization a personality. Nike, Disney, Volvo, and Apple are

all brands with personalities built by consistent branding.

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What constitutes the UVM Outing Club Brand?

To be effective and useful, brand statements and ideas should be clear

and simple. An in-depth look shows that the brand contains several things: a promise, a vision, and a personality.

Brand Promise

The UVM Outing Club is an accepting, encouraging, and supportive group of students who seek to share their passion for the

outdoors with others within the UVM Community

The Brand Promise is the position the UVM Outing Club brand occupies in the minds of our target audience—Members, leaders, and campus

community. Use this to guide the overall development of your marketing materials.

Brand Vision

The UVM Outing Club seeks to create a culture of acceptance, adventure and support based on our shared passion for the

outdoors, and our yearnings for exploration.

The Brand Vision is our guiding insight into the world. It is an articulation of why the UVM Outing Club exists. It is a directional and aspirational

statement, not a tag line to be used in advertisements

Brand Personality Support | Adventure | Development | Friendship

The Brand Personality is the attribution of human traits to the Leadership

Academy brand as a way to differentiate it from other leadership courses. These traits are found throughout the brand—from its advertising

and communications, to the way the brand is represented.

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Brand Identity

Brand Identity Model

The Brand Identity Model will help us conceptualize our advertisements and communication with the public and maintain

consistency of one message being given across all media.

Public Relations Vision

The Vision of the Outing Club Public Relations Team is to provide anyone who is involved in, interested in, or associated with the UVM Outing Club pertinent,

captivating, and useful information about events in the Club, doings of the Club, information about the Club, and news related to the interests of the Club.

Our efforts will keep people up to date on the Club, increase interest in the Club, and maintain the connections created within the Club. We will do this by cultivating the same kind of accepting and supportive culture that has become

a pillar of the UVMOC in all of our communications.

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The Name The name of our organization should evoke an emotional response

from anyone who reads or hears it, for that reason its important that there is a standard for what we call ourselves.

University of Vermont Outing Club Full Name

UVM Outing Club

Shortened Name

UVMOC Abbreviated Name

OC

Internal Abbreviated Name

UVM OC Haus Clubhouse title

The Haus

Internal Clubhouse Name

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The Logo

This is the newest logo that is legally licensed under the University of Vermont Department of Student Life. New for 2014, it’s important that we use this new logo in all of our

communication.

Old Logo that CANNOT BE USED ANYMORE

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Colors In an effort to keep communications consistent, we will be using

standard colors for our formal communication. These colors will be used for text, borders, accents, bullet points, just a general color

scheme. Obviously, these color schemes do not put limits on pictures, graphics, or creative designs, simply stick to this theme of

colors when appropriate.

 

                                                       

O uting C lub G reen R: 39 G : 94 B: 54 Pantone: 7643 Hexa: #276B3A  

O uting C lub Yellow R: 243 G : 204 B: 73 Pantone: 122 Hexa: #FC D647  

O uting C lub Brown R: 97 G : 71 B: 35 Pantone: 463 Hexa: #6B4A1C  

O uting C lub Burnt O range R: 147 G : 74 B: 58 Pantone: 4635 Hexa: #8F5C 30  

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Fonts

Main Titles

Avenir Black

Secondary Titles Avenir Black Oblique

Body Text Futura

   

Body Text 2 Aviner Next

                 

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Social media Our social media sites should all be reflective of each other. The cover

photos, and profile pictures of the sites should stay in line with one another, so that the brand is uniform. Although each social media site has its own purpose, and reaches different audiences the brand must

stay uniform.

/uvmoutingc lub @UVMO utingC lub

(LIN K)

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This guidebook was designed in 2014 with the vision of catapulting

The University of Vermont’s Outing Club to a new status in the outdoor community. As the second – highly contested as tied for

first – Collegiate Outing Club in America, we have built a rich tradition based around each members shared passion for the

outdoors. The UVMOC can become a respected authority in the world of backcountry adventure, backcountry sports, and

environmental stewardship – I intend to make this vision known.

This document is current as of October 2, 2014. It should be updated each time the strategic approach to UVM Public Relations is modified. This document is intended to be passed down from PR

Chair, to PR Chair. By no means should the information in this booklet be understood as concrete fact; however, It must be

challenged, and revised regularly to keep up with the then current needs of the outdoor community that the OC serves.

Peace. Love. Backcountry Pooping –

T. Cece, 2014