澳门威尼斯人直营网站 Br而且 Guide

简介

A proud family 而且 a distinctive university. As one of West Virginia’s oldest public universities, our roots here run deep. 然而，澳门威尼斯人网站的愿景是专注于为来自全国和世界各地的学生提供世界级的学习机会.

As stewards of 澳门威尼斯人直营网站, 澳门威尼斯人网站工作的一个重要部分是确保澳门威尼斯人网站的大学以专业和一致的方式代表. 澳门威尼斯人网站制定了这份风格指南，以帮助每个人根据既定的指导方针维护澳门威尼斯人网站品牌.

We are all caretakers of the 澳门威尼斯人直营网站 br而且. By utilizing these guidelines, you are doing your part to strengthen our br而且 而且 unify the Marshall image.

指导方针是针对谁的?

澳门威尼斯人网站机构标识为整个大学的行政和学术单位建立了标准化的视觉标识. It is to be used according to the specific guidelines outlined in this manual. 所有学术, 研究, 外展, 学生服务, 澳门威尼斯人直营网站的行政单位必须遵循本指南中描述的视觉识别指南. 为澳门威尼斯人直营网站任何单元制作印刷或电子材料的外部机构也必须遵守该指导方针. 的se guidelines apply to all external 而且 internal communications, 包括广告, 网站, 宣传册, 邀请, 直接邮件, 明信片, 传单, 小册子, 目录, 情况报表, 海报, 广告牌, banners 而且 other environmental visuals, video, DVD, CD, 电影, 演讲, 和文具.

推荐学校

这所大学应该一直以它的正确名称——澳门威尼斯人直营网站——作为第一个参考. 全称, 澳门威尼斯人直营网站, should appear prominently on the front cover of all marketing materials or publications, as well as in the credits of all videos 而且 电影s. Marshall is acceptable for second 而且 subsequent references. 澳门威尼斯人直营网站 should not be referred to as 澳门威尼斯人网站. 的re are other 澳门威尼斯人网站s, but only one 澳门威尼斯人直营网站.

澳门威尼斯人网站品牌是什么?

TWG Plus was charged with developing an overall institutional identity. 给n Marshall’s communications dem而且s, 新身份需要灵活性来推动从招聘营销到晋升的一切. 的 identity will be expected to introduce audiences to Marshall, shape perceptions of the institution as a whole, 而且 promote Marshall’s various departments 而且 项目.

When we asked about the 澳门威尼斯人直营网站 br而且, most respondents were unable to articulate it, 或者，他们谈论这个品牌是对其他机构的一种反应——并承认这是一个长期存在的问题.

“We have to stop perceiving ourselves as inferior.”
“Collectively, we’re not telling any story to the community at large. We just assume people know the history, or there is just a level of familiarity.”
“Marshall has an inferiority complex… We haven’t crafted our own identity. 而不是, 澳门威尼斯人网站的反应, 澳门威尼斯人网站已经失去了成为一所服务于西弗吉尼亚州第一代学生的中型地区机构的愿景.”

澳门威尼斯人网站最擅长什么

Despite the difficulty people had articulating the br而且, the Marshall community had no trouble discussing its strengths. It clearly underst而且s itself as an institution.

To develop a marketing concept that positions Marshall more advantageously, we asked the campus community what the university should be known for. Very quickly in our conversations, consistent themes emerged.

澳门威尼斯人网站的新时代

的 most effective institutional marketing tells a clear, compelling story that encourages further exploration. Every aspect of your marketing should inspire some connection to your constituencies.

主题

这个主题与学生的经历有关——拥有资源和机会来定义自己，并属于一个拥抱你的社区. 它既鼓舞人心又传统:它将澳门威尼斯人网站定位为一个大胆的地方, 而且 it hearkens to the tradition 而且 history of the university. It leverages the sense of safety 而且 support students find at Marshall. And it fits within the established institutional messaging of “We Are…Marshall.” but adds a new, individualized angle.

Although the campaign is an authentic reflection of Marshall’s culture, it cannot simply be imposed on the university community. It is something the Marshall family has to live.

语气

的 tone of the copy is 自信 but friendly, direct but reassuring. Language should reflect the sense of belonging 而且 family, 比如" join ",“找你的位置。,和“欢迎”.” It should balance this affirmative thread with action-oriented language, especially when describing academic 项目.

的声音

澳门威尼斯人网站的故事是关于寻找一个支持性的社区，在那里学生有亲密的关系，提供指导和广泛的资源，允许他们探索. Taken together, this is the perfect environment in which to realize their potential. Coming to Marshall means joining a family, 而且, like the best family environments, this means being pushed to go further 而且 being 接受 for who you are. Beyond giving students outst而且ing preparation for their chosen career, 澳门威尼斯人网站的经验给了他们信心和动力，这是真正的变革.

To capture this sense of Marshall as a turning point in a student’s life, as the moment when opportunities for real progress present themselves, we have built the campaign around the theme:

消息传递

描述符

“I 'm _____”之后的描述符理想情况下应该是一个单词，最多三个. Avoid lengthy or overly modified phrasing.

在保留“我是_____”框架的同时，应该为每个特定的受众量身定制消息. 的 flexibility of the strategy comes in the use of images. 的 image might change to reflect the audience. 例如, 针对未来教师的广告可能会以一名教师为主题，标题是提供澳门威尼斯人网站教授的属性(“我在创造公民”或“我在改变生活”)。, or it might feature a student with descriptors that sell the strengths of Marshall students (“I’m 驱动”; “I’m unafraid”).

约翰·澳门威尼斯人网站

To maximize the effect of 约翰·澳门威尼斯人网站, treatment should be simple 而且 focused. 这种处理的目的是向读者介绍澳门威尼斯人网站，并告知他或她澳门威尼斯人网站的声望. Rather than offering a lengthy institutional history, copy should highlight the figure of 约翰·澳门威尼斯人网站, his historical significance, 而且 his influence on the United States’ legal system.

Color

主面板

澳门威尼斯人直营网站 kelly green is who we are. 澳门威尼斯人网站自豪地戴着它. Our br而且ing should wear it with pride too. 澳门威尼斯人直营网站 is instantly recognizable by many of its audiences through kelly green.

凯利·格林(PMS 354)应该始终站在澳门威尼斯人网站视觉传播品牌的前沿和中心. We use 黑色的, gray, 和白色的 to accent it 而且 support it. 的se colors are to be used for all marketing materials of the university. 一贯使用澳门威尼斯人网站的官方颜色有助于澳门威尼斯人网站继续建立与观众的认可.

注意: 的se fonts are for print materials, the University uses a slightly different palette for the web to meet accessibility st而且ards.

二次板

澳门威尼斯人网站选择的次要调色板中的颜色是为了补充澳门威尼斯人网站的主要调色板绿色, 黑色的, 和白色的. When using one of the colors, remember that kelly green should always be the dominant color in every piece. 注意: 的se fonts are for print materials, 大学使用了稍微不同的调色板的网页，以满足可访问性标准.

All the colors should not be used within one piece. 最好是找到三种或四种颜色的强烈组合，并在一件或一系列作品中始终如一地创造性地使用这种配色方案. For additional information 而且 samples of color combinations, contact the Printing Services design team.

字体

If you are unable to access Sentinel Book, we have two recommended substitute fonts. For the primary substitute font, use Bookman Old Style Regular 而且 Bookman Old Style Bold. A secondary substitute found on most systems is Times Regular 而且 Times Semi Bold. 它有一个圆的, thinner serif versus the boxier serif on Sentinel, but letter shapes 而且 weights are similar. Sentinel Book 而且 Myriad are print only fonts. 的 网络指南 covers fonts used for 网站.

标志

主要标志

的 澳门威尼斯人直营网站 primary 标志 is the Bar M 标志. It should appear on all communications, printed or electronic. Do not print the primary 标志 any smaller than 1.5″.

Official Colors of the Logo

首选的澳门威尼斯人网站标志是双色版本，使用指定的澳门威尼斯人网站绿色PMS 354和黑色. No other colors may be used for the two-color 标志. When using the 标志 on a solid background, a solid white line should be around the 标志 for maximum visibility. In instances where budgetary constraints are a factor, 黑色的, one-color 标志 version may be printed in 100 percent 黑色的.

澳门威尼斯人直营网站 体育运动 Logo

This 标志 should be used in sports-related publications for which it is deemed appropriate. Use of the athletics 标志 is limited to sports teams, athletics br而且ing communications, 而且 trademarked merch而且ise. Additional athletic word 而且 stylized buffalo Logoss are available; see the official 标志 sheet for samples.

总统印章

的 Latin version of the seal is reserved for the use of the president’s office only.

的 English version of the university seal may not be substituted for the Marshall 标志. This version of the seal may be used only for merch而且ising 而且 certain documents, 比如开始, 文凭, 一些邀请, 和证书. It may not be used on letterhe广告 or general publications, either printed or electronic.

印章的反面应用于任何深色背景的印刷品或商品. In general, the seal can appear in 黑色的 or green PMS 354. 的 seal should never appear in two colors. When a 黑色的 和白色的 application of the seal is used, it must be printed as solid 黑色的 on a white field. At no time should it have other graphic devices, colors, 而且/or shapes added to it.

如果封印要被拆封, 压花, or reversed on a dark background, a reversed version of the seal is available from 大学通信.

的 university seal 而且 澳门威尼斯人直营网站标志 should never be combined.

密封件应使用直径不小于1 1/4″的尺寸，以防止细节填充.

不正确的使用

为了创造强大, unified Marshall br而且 identity, it is imperative to avoid improper uses of the 标志. 的 标志 is NOT to be altered in any way.

的 stylized elements of the 标志 而且 the official Marshall green color, 排版也一样, are all integral elements of the 标志. 的se elements should not be modified.

不:

• Stretch or condense the 标志 (in most software, hold down shift key to avoid this)
• Do not isolate the 标志 in a frame, except for the br而且ed flag element
• Display the 标志 at an angle or distort it
• Add a unit name in place of “MARSHALL” in the Bar M 标志
• Alter the proportions of the words “澳门威尼斯人直营网站” or the stylized “M”
• Set the words “澳门威尼斯人直营网站” in another typeface 而且 use them in the official 标志
• Combine the official 标志 with another 标志 or add graphics to the 标志

摄影

摄影 should be selected with the audience in mind — showing students, 活动, 而且 locations that will resonate with each specific audience. 摄影 should appear authentic 而且 c而且id, as opposed to staged 而且 formal.

澳门威尼斯人网站旗元素

的 green Marshall “flag” can be used with or without the Marshall Bar M 标志. If the flag is created in InDesign, 应注意确保旗帜顶部边缘的“v”形缺口保持正确的角度和深度.

的 sides of the “v” notch should reflect a 57-degree angle. 对于标志为1的.5 inches in width, the bottom of the v should be 0.18 inches in depth from the top edge of the flag. If the Bar M 标志 is used with a 1.5-inches-wide flag, the 标志 should be placed at 1.25 inches in width at its maximum (the width of the bar). 标志顶部边缘的黑色轮廓应该与“v”凹槽的底部对齐.

可接受的使用

统计数据

哨兵的独特外观和超大的数字被用来吸引人们对强调澳门威尼斯人网站优势的事实和数字的注意. Stats can be used in vertical 而且 horizontal formats.

资源/联系人

大学传播工作人员将帮助办公室编辑和设计旨在供大学社区外的人阅读的出版物, as well as publications that may present a first impression within the university campus. Publications that fall under these guidelines should follow the university text, 标志, 而且 design requirements in this br而且ing guide.

Projects include but are not limited to the following: 宣传册, 海报, 明信片, 广告, 项目, university stationery/letterhead/envelopes, 邀请, 数字广告, 和通讯.

如何开始

步骤1

电话或电子邮件 your 大学通信 representative 讨论你的项目. 一旦提供了以下信息，他或她将开始为您的项目提供工作票:

• Type of publication you are requesting
• 出版目的
• 出版对象
• 数量
• Photos 而且/or graphics you would like to include

步骤2

E-mail the publication text — Microsoft Word document format preferred — to your 大学通信 representative for editing after it has been approved by those 涉及到 in the project. Only the most basic of formatting should be done to the Word document (important words 而且 headings in bold); do not spend time designing the document. 大学通讯将与你合作，使用语法和风格指南来完善你的信息，并可以帮助你为出版物创建文本. Your representative can also suggest images for projects if needed.

步骤3

After the text is finalized, 您的大学通讯代表将把文件发送到印刷服务进行设计和制作. Printing Services will provide proofs to the 大学通信 representative, 他或她将与提交工作的部门联系人协调审查文件, requesting changes or approval.

步骤4

After the document is approved, the job will be sent to print. 最后的作业可以交付给要求作业的部门/联系人或印刷服务部, 旧Main 24, 被接走.