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VISUAL IDENTITY SYSTEM MANUAL
DECEMBER 2015 Version 7 This document is subject to periodic revision.
Dear Colleagues,
The Visual Identity System Manual was created to help bring consistency to the
way we all communicate about Birmingham-Southern College (BSC).
We share a responsibility to present the BSC brand correctly in any form
of communication, whether it occurs in print, online or in PowerPoint
presentations. This manual provides you with the necessary tools to
accomplish our collective goal.
In the pages that follow, you will find a wealth of resources: the elements of
our brand and the standards and guidelines for supporting them. By utilizing
the manual as a framework for creating collateral, we can properly reflect the
university brand in all our communications.
The success of the BSC brand depends on all of us communicating with
consistency, clarity and effectiveness. The elements in these guidelines apply to
all departments, offices, special programs and centers of the college.
Thank you in advance for your cooperation.
Forward, ever.
Dr. Edward F. Leonard III
President, Birmingham-Southern College
BSCBirmingham-Southern College
BSC Visual Identity System
tABLE OF CONtENtSINtRODuCtION 2
LOgOS 3 BSC Wordmark 4 Configurations 5 Secondary Signatures 6 unique Logo Exceptions 7 Formats 8 Incorrect usages 9 Placement 10 Incorrect Placements 11 Athletics Marks 12 The College Seal 13
tyPEFACES 14 Primary Display Font 15 Primary Body text Font 16 Formal Body text Font 17 Web/Online Fonts & Substitute Fonts 18
COLORS 20 Primary and Secondary 21
StAtIONERy SyStEM 22 Letterhead 23 Envelopes 24 Business Cards 25
PuBLICAtIONS/DESIgN SAMPLES 26 Collateral Materials 27 Fax Sheets 28 Brochures 29 Named Centers’ & Programs’ Materials 30 Notecards 32 Invitations 33 Programs 34 Banners 35 Display Ads 36 Postcards 37 PowerPoint Slides 38 Miscellaneous Items 40 E-Mail Signatures & Voice Messaging 41
CONtACtS 42 The Office of Communications 43 and Related Services
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Birmingham-Southern College (BSC) has a rich history of preparing
young men and women for bright and productive futures. We provide
a liberal arts education of distinctive quality—one that challenges
our students to think independently, to examine the arts and sciences
aesthetically and critically, and to communicate clearly.
The BSC Visual Identity System is a system of communication that ties all
our departments, offices, special programs and centers together. This is
achieved through the identification of graphic elements and standardized
guideline variations of these elements for consistent use across
multiple mediums.
It is crucial that we use these elements wisely and responsibly, for they are
our identity.
Our Visual Identity System is a focused branding strategy, where the BSC
wordmark is the primary identifier for all departments, offices, programs
and centers. The identity guidelines are structured to assist in targeting
our respective audiences and providing appropriate tools to deliver your
messages strongly and effectively. Adhering to these guidelines reinforces
the reputation of the whole college and all its parts.
BSC Visual Identity System
INtRODuCtION
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BSCBirmingham-Southern College
LOgOSThe wordmark is the face and signature of the brand. It connects the brand
to all forms of communication. The more consistent a wordmark looks and
is used, the more likely it will be remembered and make an impact. Each
communication needs to be able to stand alone as a proper representation
of the brand, but also gain strength as a cohesive, integrated collection of
materials. These guidelines provide direction for how the BSC Wordmark
should be used to help unify materials and continue to build the brand.
BSCBirmingham-Southern College
exploreexperienceexcelBSCBirmingham-Southern College
exploreexperience
excel
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At left is the wordmark for use in all branding
materials or communications from or about the
college. Examples include letterhead, business
cards, print ads, college collateral, admission
documents, direct mail, television commercials,
videos, Web sites and more. Guidelines for how
to use this version have been established to
maintain branding consistency and are detailed
in the following pages.
Departments, offices, special programs and
centers within the college should not create
any new logos (see pages 6 and 7). If you have
a question about your secondary signature
logo (page 6), please contact the Office of
Communications at x4902 or [email protected].
Please contact the Office of Communications
at x4902 or [email protected] to get approved
versions of the wordmark.
NoTE: The BSC logo, and not the seal, should
be used as the identifying mark on all official
college Facebook pages and other social media.
For policies and guidelines for establishing
Facebook pages for official college, office,
or center use, please contact the Office of
Communications at x4903 or [email protected].
Logos
BSC WORDMARk
BSCBirmingham-Southern College
BSCBirmingham-Southern College
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BSCBirmingham-Southern College
BSCBirmingham-Southern College
BSC Birmingham-Southern College
BSCBirmingham-Southern College
BSC
Birmingham-Southern College
BIrmInGhAm-SOuThErn COLLEGE
Logos
CONFIguRAtIONS The wordmark is available in several
configurations to accomodate a wide
range of applications.
Each configuration should be treated as
one unit. The proportion and spacing of
the elements should not be altered in any
way (see page 9).
Color, typography and reproduction
specifications of the wordmark, as well
as details about the communications
materials on which it will appear, are
provided on the following pages.
The letters, ‘BSC,’ in the typeface
shown, may be used alone in internal
applications. The nameplate, in the
typeface shown (Giovanni, see page 16),
may also be used alone.
For configurations/color uses outside
of the guidelines presented in this
manual, please contact the Office of
Communications at x4902 or
BSCBirmingham-Southern College
BSC Birmingham-Southern College
BSCBirmingham-Southern College
BSC
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Logos
SECONDARy SIgNAtuRESThese versions of the wordmark signature have
been developed for use by departments, offices,
special programs and centers. By adding the
unit name, the unit name receives prominence
while retaining an overall BSC identity.
Secondary signatures are not to be used on major
publication covers, stationery or business cards.
Secondary signatures shall be used with only
the left-justified configuration of the wordmark,
as shown, left.
The Office of Communications will be
responsible for generating original department,
office, special program and college center
signatures. Your department/office/program/
center signature is available from the Office
of Communications. Please contact the Office
of Communications x4902 or e-mail
[email protected] to have one created.
unique department, office, special program and
college center unit seals, logos or wordmarks
may no longer be used as dominant graphic
elements on any college communication; no new
logos may be developed (see page 7 for further
information).
BSC Birmingham-Southern College
HERB & ELLIE SKLENAR CENTER FoR INTERNATIoNAL PRoGRAMS
BSC Birmingham-Southern College
DEPARTMENT oF EDUCATIoN
BSC Birmingham-Southern College
oFFICE oF ADMISSIoN
BSC Birmingham-Southern College
SoUTHERN ENVIRoNMENTAL CENTER
BSCBirmingham-Southern College
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Logos
uNIquE LOgO ExCEPtIONSVisual identity is the sum of all the visual impressions associated with the Birmingham-Southern College name. With a number of incompatible logos in use,
our graphic identity needs consolidation and consistency. Every BSC department, office, program and center has developed a reputation for superior
scholarship and service. however, as our reputation has grown, so has our variety of logos, graphic identities and other marks. The goal is for campus
communicators to have more consistency in branding the college and its parts, while preserving the flexibility demanded by a decentralized college culture.
In the past, some departments, offices, programs and/or centers have requested unique logo designs that differ from BSC’s identity to convey differentiated
messaging about their respective areas. While we understand the desire for unique logos; we maintain that having a single visual element resonates with our
many audiences and provides quick, easy and consistent recognition of entities within the BSC system.
Thus, the official BSC wordmark shall always serve as the primary, dominant identifier for all printed publications, Web/electronic applications and other
needs as approved by the Office of Communications. no logo, graphic or visual elements designed outside of the parameters identified in our Visual Identity
System will be endorsed by the college.
Policy for Named Centers and Programs
For named centers and programs with either 1) external visibility for prospective students, their parents and alumni, and/or 2) integral association with a
BSC academic area, approvals may be considered for a graphic element to be used on only internal correspondence (e.g., specialty promotional items, banners
and certain collateral materials), as long as there is a clear visual separation and delineation between the BSC wordmark and the graphic element (samples
shown on pages 28-29). The graphic element cannot be grouped with the BSC wordmark in any way as to appear as a larger composite mark (see page 9).
Graphic elements may never be used on letterhead, envelopes or business cards. The BSC wordmark must always be the dominant element of any advertising
for the college, its centers and programs.
Please contact the Office of Communications at x4902 or [email protected] with questions about the college’s policy for named centers and programs.
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BSC Birmingham-Southern College
Logos
FORMAtSClear Space Requirements
To be visually effective, the BSC wordmark requires an open area
around it. This area is called the ‘control area.’ It is defined as the
border (margin) of empty space around the logo, equal to a minimum
of 1/4 of an inch. The greater the clear space, the better.
It is preferable that no other visual elements appear within the
control area. maintain a minimum distance of 1/4 inch between the
wordmark and any other elements appearing with it.
Please maintain 1/4 inch of space around all other treatments of the
wordmark (left-justified, stacked, and lone elements).
Proportion
The ‘BSC’ letters and spelled-out name should always be kept in the
proportions shown to maintain the integrity of the logo (see page
9, item 5). Always use the approved wordmark files and use only
vector files of the wordmark when printing. Never try to recreate
the wordmark yourself (see page 9, item 6). If you need to scale the
wordmark, always constrain proportions so the height and width are
scaled simultaneously. To maintain the correct proportions of the
wordmark, always hold down the shift key as you drag the corner to
increase or decrease its size.
Size
The wordmark should not appear smaller than 1 3/8“ wide in any
printed material (shown, bottom right), or 100 pixels wide on-screen.
BSCBirmingham-Southern College
1/4”
1/4”
BSCBirmingham-Southern College
BSC BSCBirmingham-Southern College
1/4”
1/4”
1/4”
1/4”
1/4”
1/4”
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BSCBirmingham-Southern College
Logos
INCORRECt uSAgES 1. Do not obstruct the wordmark with any graphic
or image.
2. Do not add a drop shadow to the wordmark.
3, 4. Do not scale the wordmark disproportionately
so it is wider, taller, thinner or thicker than the
approved proportions.
5. Do not change the size or shape of the ‘BSC’ lettering in
relation to the spelled out type.
6. Do not change the font or recreate the mark in any way.
7, 8. Do not make the ‘BSC’ or the spelled-out type in the
wordmark any color other than gold, black or white
(for reversed-out applications).
9. Do not put the wordmark on a background that renders
it unreadable.
10. Do not put a box around the wordmark.
11. Do not combine the wordmark with additional type
to make a new wordmark.
12. Do not combine the wordmark with any other logos.
BSCBirmingham-Southern College
BSCBirmingham-Southern College
BSCBirmingham-Southern College
BSCBirmingham-Southern College
BSCBirmingham-Southern College
BSCBirmingham-Southern College
BSCBirmingham-Southern College
BSCBirmingham-Southern College
BSCBirmingham-Southern College Faculty
BSCBirmingham-Southern College
1 2 3
4 5 6
7 8 9
10 11 12
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For all BSC communications, the BSC wordmark
should be placed in either 1) the lower-right
corner at a minimum of 1/2” from the edges of
the page, or 2) the lower center at a minimum
of 1/2” from the edges of the page.
The wordmark should never be placed against
the edge of the page as a bleed because when
the page is trimmed, the wordmark is often
cropped disproportionately, violating the visual
identity standards (see page 11).
The wordmark should always appear on
the outside front cover of any piece of
communication. Please contact the
Office of Communications at x4902 or
[email protected] for permission to place
the wordmark in a location other than those
outlined above. The recommended positions
should pose no problems for general
collateral creation.
Logos
PLACEMENt
Preferred Placement 1, lower-right Preferred Placement 2, lower-center
’Southern Shuttle
BSCBirmingham-Southern College
2013-14
SPONSORED BY THE SGA
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BSCBirmingham-Southern College
Logos
INCORRECt PLACEMENtSDo not place the wordmark
anywhere other than the lower-right
corner or lower center of a page
with the 1/2” buffer from the edge
of the page.
Do not bleed the wordmark off the
edges of a page.
Do not use a wordmark format that
does not conform to the guidelines
(see page 9).
In a color application, the approved
gold (PmS 125) and black
wordmarks should always be used.
The Office of Communications
reserves discretion to place the
wordmark as needed for optimal
design. For placements outside
of the guidelines presented,
please contact the Office of
Communications at x4902 or
BSCBirmingham-Southern College
BSCBirmingham-Southern College
BSCBirmingham-Southern College
BSCBirmingham-Southern College
BSCBirmingham-Southern College
BSCBirmingham-Southern College
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These are the marks for use in all branding
materials or communications from or about
the Athletics offices of the college. Examples
include letterhead, business cards, print ads,
Athletics collateral, direct mail, media guides,
banners, Web sites and more. Guidelines for
proper use of these marks have been established
to maintain consistency and are detailed for
campus communicators who need to apply them
to Athletics-related marketing materials.
If you have a question about using the Athletics
marks, contact the Office of Communications at
x4902 or [email protected].
Logos
AthLEtICS MARkS
BSCBirmingham-Southern College
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The Birmingham-Southern College seal should be used
for only the most formal of applications, such as building
plaques, grade reports/transcripts and diplomas.
In rare cases where it is appropriate to apply the seal,
other information, such as the wordmark, other logos,
photos, graphics, headlines, or text, shouldn’t be placed
within the protected area of the seal. The protected area
includes a distance equivalent to 1/8 (12.5%) of the
diameter of the seal.
Again, in rare cases where it is appropriate to apply the
seal, it may 1) overprint photos or textured backgrounds,
or 2) be reversed out of photos, textured backgrounds,
and dark backgrounds—as long as the background
doesn’t compete with the seal. Please direct all
questions regarding appropriate use of the seal to the
Communications Office at x4902 or [email protected].
Logos
thE COLLEgE SEAL
1/8 of diameter
1/8 of diameter
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tyPEFACESFrom magazines to banners to brochures, typefaces can help unify the
look of many different types of materials. Even with pieces that may have
different photo styles or layouts, the typeface is an obvious element that,
when used consistently, can unify all the materials. uniform typefaces also
give personality to the design while conveying expertise in what’s being
said and how it’s presented.
dobra slabGiovanni
Leitura Sans
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BSCBirmingham-Southern Collegedobra slab
Typefaces
PRIMARy DISPLAy FONtThe Dobra Slab Family
The primary display typeface for Birmingham-
Southern College is Dobra Slab. This typeface is
a versatile slab serif font. It was designed as a full
system of fonts with a range of weights for almost
any display type need.
Dobra Slab Bold is the preferred display/headline
typeface and should be used primarily for that
purpose. headlines and other display-level text
(e.g., sub-heads) should be set at least 2 point sizes
larger than body copy (text).
Dobra Slab is readily available for purchase online
at various sites. Please contact the Office of
Communications at x4902 or [email protected]
for details.
Dobra Slab Bold
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Dobra Slab Book
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Dobra Slab Light
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Dobra Slab Medium
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Dobra Slab Black
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Dobra Slab Bold-Italic
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Dobra Slab Book-Italic
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Dobra Slab Light-Italic
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Dobra Slab Medium-Italic
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Dobra Slab Black-Italic
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Typefaces
PRIMARy BODy tExt FONtThe Leitura Sans Family
The primary body text typeface for Birmingham-
Southern College is Leitura Sans. This typeface is a
versatile sans serif font.
When circumstances require a font more appropriate
for lengthy copy (e.g., in a recruiting poster or
brochure), the communicator should use Leitura
Sans Grot 1. It should be used secondarily to Dobra
Slab and not in headlines. Body copy can be set
at 9 to 14 point, but 9 point type over 12 point
leading is standard for lengthy copy. here are other
recommendations for longer copy blocks:
- 10 point type over 13.5 point leading
- 11 point type over 14.5 point leading
- 12 point type over 16 point leading
- 13 point type over 17.25 point leading
- 14 point type over 19 point leading
Leitura Sans, in its heavier weights, can be used for
sub-heads and smaller blocks of emphasis text.
Leitura Sans is readily available for purchase
online at various sites. Please contact the Office of
Communications at x4902 or [email protected]
for details.
Leitura Sans Grot 1
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Leitura Sans Grot 2
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Leitura Sans Grot 3
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Leitura Sans Grot 4
abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./
Leitura Sans Italic 1
abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./
Leitura Sans Italic 2
abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./
Leitura Sans Italic 3
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Leitura Sans Italic 4
abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./
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Typefaces
FORMAL BODy tExt FONtThe ITC Giovanni Family
The formal body text typeface for Birmingham-
Southern College is Giovanni. This typeface is
a versatile serif font from International Type
Corporation and was inspired by classical typefaces
for an elegant, functional design.
When circumstances require a font more appropriate
for lengthy copy (e.g., in an annual report or
magazine) and more formal communications (e.g.,
an invitation or letter), the communicator should
use Giovanni Book. It should be used secondarily
to Dobra Slab and not in headlines. Body copy can
be set at 9 to 14 point, but 9 point over 12 point
leading is standard for lengthy copy. here are other
recommendations for longer copy blocks:
- 10 point type over 13.5 point leading
- 11 point type over 14.5 point leading
- 12 point type over 16 point leading
- 13 point type over 17.25 point leading
- 14 point type over 19 point leading
Giovanni is readily available for purchase online
at various sites. Please contact the Office of
Communications at x4902 or [email protected]
for details.
Giovanni Book
abcdefghijklmnopqrstuvwxyzABCDEFGhIjkLmnOPqrSTuVWxYz1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./
Giovanni Bold
abcdefghijklmnopqrstuvwxyzABCDEFGHIjKLMNoPqRSTUVwxYz1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./
Giovanni Book Small Caps
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Giovanni Black
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Giovanni Book Italic
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Giovanni Bold Italic
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Giovanni Bold Small Caps
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Giovanni Black Italic
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Typefaces
WEB/ONLINE FONtS Substitute Fonts
The best substitute for Dobra Slab on websites and
e-mails is noticia. This typeface is a versatile slab
serif font and can be downloaded for free at:
http://fontm.com/noticia-text-font/
The best substitute for Leitura Sans on websites and
e-mails is gudea. This typeface is a versatile sans serif
font and can be downloaded for free at:
http://www.fonts2u.com/gudea.font
The best substitute for Giovanni on websites and
e-mails is georgia. This typeface is universally
available and is native to all workstations (Windows
and Apple).
Please contact the Office of Communications at
x4902 or [email protected] for details.
Noticia Regular
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Noticia Bold
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Gudea Regular
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Gudea Bold
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Noticia Italic
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Noticia Bold Italic
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Gudea Italic
abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./
Gudea Bold Italic
abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./
Georgia
abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./
Georgia Bold
abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./
Georgia Italic
abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./
Georgia Bold Italic
abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./
BSCBirmingham-Southern College
Typefaces
WEB/ONLINE FONtSuniversal Sans Serif
Leitura should be used as the primary sans serif
typeface for all collateral materials; but if 1)
for some reason it can’t be purchased, or 2) a
universally web-safe font is needed for an e-mail;
the best substitute typeface is arial. Similar to
Leitura, Arial offers a contemporary feel with
versatililty. Like the Georgia font, it is universally
available and is native to all workstations
(Windows and Apple)
Arial
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Arial Bold
abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./
Arial Narrow
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Arial Narrow Bold
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Arial Italic
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Arial Bold Italic
abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./
Arial Narrow Italic
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Arial Narrow Bold Italic
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COLORSColleges understand the importance of color in creating pride and unity.
The power of Birmingham-Southern’s gold and black is obvious at every
ceremonial and sporting event. Color can be just as powerful in other forms
of communication as well. When used consistently, colors help make a
brand more cohesive and recognizable. Colors can become as identifiable
as the logo or the name, but only if they are used consistently and correctly.
21
BSCBirmingham-Southern College
Primary Color Palette
Black, gold and white comprise the primary color palette.
They should be the dominant colors used when designing
all print materials. PmS and CmYk codes are provided to
allow for exact matching.
Secondary Color Palette
The secondary color palette includes a range of tones that
complement the primary colors without overpowering
them. The secondary palette includes a range of colors
that can add a deep, rich quality to the materials. These
colors function as accent colors and should never
overtake the design.
Colors
PRIMARy & SECONDARy PALEttES
BlackCMYK - 0,0,0,100
PMS 125CMYK - 0,26,100,26
PMS 289CMYK - 100,64,0,60
PRIMARy
PMS 350CMYK - 79,0,100,75
PMS Warm Gray 3CMYK - 0,4,8,17
SECONDARy
PMS Cool Gray 11CMYK - 0,2,0,68
PMS 188CMYK - 0,97,100,50
PMS 4625CMYK - 0,60,100,79
PMS Warm Gray 11CMYK - 0,17,34,62
WhiteCMYK - 0,0,0,0
22
StAtIONERy SyStEMA cohesive stationery system includes letterhead,
envelopes and business cards. In many cases, these
materials are the first impression made with consituent
audiences, so they must present a unified look. They are
a key component to the brand and offer an easy way to
maintain consistency across the college community.
Information Technology900 Arkadelphia roadBox 549024Birmingham, Alabama 35254
Network Administrator
PHONE (205) 226-7864FAX (205) 226-7015CELL (205) 269-2571EMAIL [email protected] SITE www.bsc.edu
oFFICE oF ADMISSIoN
900 Arkadelphia road
Box 549008
Birmingham, Alabama 35254
Mark Goodman
mgoodman
123-4567
23
BSCBirmingham-Southern College
The letterhead design is standardized to promote
consistency; yet it also offers a way for departments,
offices, programs and/or centers to include their
specific contact information within the design.
The left margin should measure 1” and align with the
‘C’ in ‘BSC.’ The right margin should likewise measure
1”. The top margin will vary according to the amount
of text printed in the address section of the letterhead
(as many as five lines of text, as shown). however,
we recommend that the body of the letter begin at no
less than 3” from the top of the page. The last line
of the letter should measure a minimum of 1” from
the bottom of the page. nOTE: sample is shown at a
reduced size/scale.
All letterhead orders must be printed by the campus
Print Shop.
If you have questions about the official BSC letterhead,
or if you have special letterhead needs, please contact
the Office of Communications at x4902
Stationery System
LEttERhEADminimum 3” top margin
1” left margin
1” right margin
minimum 1” bottom margin
900 Arkadelphia roadBox 549008Birmingham, Alabama 35254205-226-4600205-226-3074 Fax1 800 523-5793 nationalwww.bsc.edu
oFFICE oF ADMISSIoN
Firstname LastnameTitleInstitutionAddressCity, State ZIP
January 1, 2012
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus nec libero arcu, id mattis tortor. Sed iaculis hendrerit enim nec feugiat. Vivamus rutrum ultricies risus semper ultricies. Donec consectetur lorem sit amet lectus aliquet pellentesque. Pellentesque sed nisi id lectus venenatis pellentesque. Nunc interdum pulvinar feugiat. Aliquam a scelerisque tortor. In adipiscing laoreet enim non sollicitudin. Phasellus porta tincidunt ipsum rhoncus euismod. Nam sodales risus quis enim sollicitudin dignissim. Mauris semper porta eros quis feugiat. Suspendisse euismod nisi sem. Pellentesque iaculis ultrices laoreet. Cras venenatis congue eros sit amet pharetra. Etiam at lectus vitae dui suscipit fringilla. Nam tempor sapien vel nunc condimen-tum placerat. Nulla malesuada felis ac urna fermentum laoreet. Nunc in eleifend ipsum. Aliquam erat volutpat. Praesent pulvinar elit at risus cursus viverra. Phasellus ornare dictum lorem, nec vehicula lacus vestibulum id. Etiam eu turpis et massa consequat commodo. Vivamus sit amet metus a nulla interdum scelerisque. Fusce ut quam id lorem bibendum fermentum et nec mauris. Sed orci metus, accumsan quis scelerisque vel, vulputate eu ante. Aliquam erat volutpat. Sed condimentum nulla eget libero posuere ac viverra neque sodales. Sed fringilla, est et facilisis fermentum, lacus felis porta ligula, quis convallis massa purus nec est. Pellentesque adipiscing, urna at varius rutrum, libero lacus pulvinar nunc, sit amet egestas nisl sapien vestibulum lacus. Vestibulum ut odio eros. Integer sit amet nisi a magna suscipit vulputate. Nunc sem sapien, egestas ac facilisis at, commodo et felis. In hac habitasse platea dictumst. Praesent id ipsum non enim tincidunt accumsan quis sed tortor. In hac habitasse platea dictumst. Nulla at pellentesque purus. Etiam arcu est, porttitor quis pellentesque eget, ultrices quis magna. Nulla pretium vulputate dolor vitae dictum. Morbi in ipsum a urna rutrum mollis ullamcorper at erat. Ut mollis molestie hendrerit. Nullam turpis diam, interdum quis bibendum hendrerit, fermentum ut nibh. Cras eu eros dolor, dictum consectetur leo. Mauris faucibus, tellus at egestas malesuada, felis nisi condimentum turpis, quis molestie mauris lacus ac massa. Nulla facilisi. Curabitur non dui id dolor sollicitudin suscipit. Pellentesque auctor lacinia sem quis mattis. Maecenas tempor eros sed risus dictum at aliquam felis varius. Maecenas sed ligula eget est porta pellentesque. Vivamus id turpis velit. Donec eleifend ultricies mattis. Etiam eu tellus at velit facilisis mollis. Maecenas sollicitudin venenatis massa et gravida. Nunc lobortis, ante at condimentum aliquam, nibh magna vulputate nisi, blandit facilisis nibh purus id nunc. Vivamus metus mauris, consequat lobortis sollicitudin et, accumsan eget augue. Quisque eu placerat enim.
Sincerely,
Firstname LastnameTitleInstitution
24
In compliance with postal regulations/scanning equipment tolerances, the return address and graphic for an
envelope cannot exceed more than 1/3 of the upper portion of the envelope’s height (uSPS regulations).
The return address should begin at a minimum of 1/4” from the top and left margins of the envelope.
nOTE: #10 envelope sample is shown to scale.
All envelope orders must be printed by the campus Print Shop.
If you have questions about the official BSC envelope, or if you have special envelope needs, please contact
the Office of Communications at x4902 or [email protected].
Stationery System
ENVELOPES
bscb i r m i n g h a m - s o u t h e r n
c o l l e g e
oFFICE oF ADMISSIoN900 Arkadelphia roadBox 549008Birmingham, Alabama 35254
1/4” from top margin
1/4” fromleft margin
return addressconfined to upper 1/3 of envelope’s height
25
Sue Fairchild
BSCBirmingham-Southern College
Two design variations are available for BSC’s institutional
business cards. Version A places the cardholder’s name and
title to the left of the card layout. Version B indents the name
and title.
Version A can include up to eleven lines of holder-specific
information. Version B can include up to nine lines of
holder-specific information.
The back of the card should be left blank. All institutional
business cards must conform to this format and may not
carry unit-specific logos. All business cards must be printed
by the campus Print Shop.
If you have questions about the official BSC business cards,
or if you have special business card needs, please contact the
Office of Communications at x4902 or [email protected].
Stationery System
BuSINESS CARDS
office of Communications900 Arkadelphia roadBox 549004Birmingham, Alabama 35254
PHONE 205-226-4901FAX 205-226-4931NATIONAL 800-523-5793EMAIL
WEB SITE www.bsc.edu
office of Admission900 Arkadelphia roadBox 549008Birmingham, Alabama 35254
PHONE 205-226-4908MOBILE 205-123-4567FAX 205-226-3074NATIONAL 800-523-5793EMAIL
WEB SITE
Version A
Version B
Mark Goodman
Title
Title
www.bsc.edu
26
PuBLICAtIONS/DESIgN SAMPLES
Everything from PowerPoint slides to banners to fax sheets should
be designed with a consistent look. This steadfast attention to detail
across every communication will connect BSC’s materials in a way that
further reinforces and builds our brand. Because these elements are often
produced through many different departments/offices, it’s even more
important to establish a consistent look that can be easily followed,
duplicated and produced.
BSCBirmingham-Southern College
exploreexperienceexcelWhether it’s an internship, study abroad, research partnership, or service, you’ll find your passion and learn from the very best. that’s the pathway to success.
are you ready?
at bSc, we prepare the professionals of tomorrow by giving our students every opportunity to apply what they learn to the real world.
27
BSCBirmingham-Southern College
Collateral materials include such items as flyers, invitation packages,
advertisements, posters, banners, etc. Print advertising and other
collateral materials may vary greatly in design, but accurate application
of the identity standards will ensure a consistent representation of
the BSC brand. The BSC wordmark must be used in all materials
and appear prominently in the layout. Occasionally, there will be
opportunities to display the BSC wordmark that are not outlined
in this manual. In such instances, please contact the Office of
Communications at x4902 or [email protected]. We will provide
guidance and design assistance for your project.
The BSC wordmark should be used only in the colors and typefaces
outlined on previous pages. Please do not use the BSC wordmark in
conjunction with other exceptioned logos without permission from the
Office of Communications.
quick ReferenceWordmark Configurations 5
Secondary Signatures 6
unique Logo Exceptions 7
Formats 8
Again, for placements/colors/uses that fall outside of the guidelines
presented in this manual, contact the Office of Communications at
x4902 or [email protected].
Publications/Design Samples
COLLAtERAL MAtERIALS
Placement 10
Fonts 14-17
Colors 18-19
28
BSC Birmingham-Southern College fax
To:
From:
Telephone:
Fax:
Re:
Time:
Date:
Number of Pages Including Cover:
CC:
q Urgent q For Review q Confirm Receipt q Please Reply q Please Recycle
Comments
please notify us at the telephone number above if you did not receive all pages or if writing is illegible.
900 Arkadelphia road | Birmingham, Alabama 35254 | 1 800 523-5793 | www.bsc.edu
preparing the professionals of tomorrow
The institutional fax cover sheet, shown
right, can be downloaded at www.bsc.edu/
communications/downloads.
Please contact the Office of Communications
at x4902 or [email protected] with
questions/concerns.
Publications/Design Samples
FAx ShEEtS
29distinction in leadership studies
hess fellow advocacy internships
leadership matters lecture seriesThe Distinction in Leadership Studies program provides the opportunity for students to study and practice leadership. The program includes four elements: an introductory theory course, two leadership-designated courses across the curriculum, a cooperative project in a junior-year practicum, and a senior seminar, which provides a summative leadership analysis and application experience.
LS 200, the introductory course to the DLS program, includes an off-campus retreat focused on team-building activities and leadership practice. Retreats have been held at Railroad Park (pictured above) in downtown Birmingham and Ruffner Mountain Nature Preserve.
upon completion of the dls program, students will be able to: • Criticallyreflectontheirleadershipexperiences• Identifyandassesscompetingethical,moral,orcommunity interests (CI in Explorations Curriculum)• Workcollaborativelytoaddressmattersofpublicconcern• Applycriticalandtheoreticalconceptionsofleadershiptonew situations
The hess Fellows Advocacy Program provides an intensive internship opportunity that connects students with non-profit advocacy organizations. Students complete an eight-week summer internship. They participate as full-members of the agencies, helping build organizational capacity by conducting research, facilitating coalitions among constituencies, leading community outreach programs, organizing lobbying efforts, coordinating grassroots campaigns, and other means. Applications are due in February each year.
fellows are able to: • Criticallyreflectonthemeaning,purposes,andparametersof advocacy• Drawconnectionsbetweenpublicpoliciesandindividualexperiences• Collaborateeffectivelywithco-workersandfellowprogramparticipants• Clarifycareeraspirations
The 2011 Fellows who served in Washington, DC. The program currently partners with such top advocacy agencies as the Alabama Poverty Project in Birmingham, the glide Foundation in San Francisco, A+ Education Partnership in Montgomery, the William j. Clinton Foundation in New york City, and Bread for the World in Washington, DC.
The Leadership Matters Lecture Series engages the campus community in dialogue and discussion of leadership by invitingpracticingleadersfromavarietyoffieldstoreflecton their experiences with leadership.
Andy Card shares his insights on leadership. Students have the opportunity to interact with speakers in small group sessions both in and out of the classroom.
The hess center coordinates five key programs:• AcademicDistinctioninLeadershipStudies• HessFellowsAdvocacyInternships• LeadershipMattersLectureSeries• compass Student Publication• First-YearLeadershipChallenge
leadership matters speakers have included:andy cardWhite house Chief of Staff, 2001 - 2006elisa massiminoPresident and CEO, human Rights Firstdavid horthSenior Fellow, Center for Creative Leadership sara lascheverBestselling author of women don’t ask
BSCBirmingham-Southern College
Example of marketing brochure.
If you need to order a brochure, please contact the Office of Communications
at x4902 or [email protected].
Publications/Design Samples
BROChuRES
student reflections“The hess Center provides students with opportunities for personal growth and the formation of an ideological identity. Not only are students given the chance to talk, listen, and learn about leadership within the classroom, but also they are pushed to apply that learning in various communities outside the confines of a class.”
charlsie wigley (dls ’11) teach for America
“The hess Center programs have taught me how to find my place in this world while guiding me to become a part of the communities around me.”
hunter pugh (dls ‘11)currently attending Vanderbilt Divinity School
hess center staffkent andersenDirector of the hess Center(205) [email protected]
to learn more, visit http://www.bsc.edu/academics/hess/index.cfm or stop by Norton Suite 260.
compass compass publishes academic papers submitted by students, faculty, and alumni that address issues of leadership or service. The compass is a completely student-run publication published once per academic year that welcomes submissions from all academic areas.
mission:
The hess Center for Leadership and Service encourages individuals to realize their full leadership potential so that they can contribute to the communities that matter to them. guided by the assumption that anyone can lead, hess Center programming enables participants to understand, analyze and practice leadership. The essential question posed by the hess Center is: how do we enact and cultivate effective leadership?
first-year leadership challengeThe First-year Leadership Challenge is a co-curricular experience offered during the month of january that helps students identify their leadership strengths and position themselves for success at Birmingham-Southern College. The Challenge introduces leadership concepts relevant for campus involvement. Students meet weekly to participate in activities and simulations with other first-year students. The Challenge is a joint effort between the Office of Student Development and the hess Center for Leadership and Service. Participants are nominated by faculty and staff during the fall term.
hess center for leadership and Service
leadership matters
30
As stated earlier on page 7, for named centers and programs with either
1) external visibility for prospective students, their parents and alumni,
and/or 2) integral association with a BSC academic area, approvals
may be considered for a graphic element to be used on only internal
correspondence (e.g., specialty promotional items, banners and certain
collateral materials), as long as there is a clear visual separation and
delineation between the BSC wordmark and the graphic element
(samples shown right). The graphic element cannot be grouped with the
BSC wordmark in any way as to appear as a larger composite mark (see
page 9). Graphic elements may never be used on letterhead, envelopes or
business cards. The BSC wordmark must always be the dominant element
of any advertising for the college, its centers and programs.
Please contact the Office of Communications at x4902
or [email protected] with questions about the college’s policy
for named centers and programs.
Publications/Design Samples
NAMED CENtERS’ ANDPROgRAMS’ MAtERIALS
i2
INTERNSHIP INITIATIVE
BSC Birmingham-Southern College
31
“as former marine commandant and
international bank ceo, i know hands-
on experience outside the classroom
is one of the most important things we
can provide our students before they
graduate. and our students—with their
great intellect, ability to connect new
ideas, and strong character—are an
asset to any organization.”
gen. Charles C. krulak
President, Birmingham-Southern
College
i2
INTERNSHIP INITIATIVE
BSC Birmingham-Southern College
are you or your organization interested
in hosting a bsc intern?
Contact Sara Robicheaux
Department of Business Programs
900 Arkadelphia Road
Box 549023Birmingham, AL 35254
learn more about bsc at www.bsc.edu.
BSCBirmingham-Southern College
• Ourinternshipsarethree-waypartnerships between the student, their host, and the college.
• Theyaresupervisedworkexperiences with an intentional learning strategy—not just busy work and a line on a resume.
norton boardBSC’s Norton Board is made up of 150+ professionals committed to serving Birmingham-Southern and its students, especially through internships and mentoring. Norton Board interns are individually matched to area experts willing to provide career insight and training in a learning partnership.
qepThe college’s quality Enhancement Plan is based on a three-part push for experiential learning in the form of internships, service-learning, and collaborative research. Norton Board and other internships may fall under the qEP, as do some faculty-directed internships.
• Theyemphasizeprofessionaldevelopment and require performance assessment from supervisors and professors plus deepreflectionfromthestudents.
• Theysupportthedevelopmentof students as ethically aware, learned professionals who strive for lives of significance.
i2
INTERNSHIP INITIATIVE
for more than 150 years, bsc has been committed to students learning by doing. today, putting our students on the pathto their chosen career means giving them opportunities to apply what they learn in the classroom to the workplace.
what makes a bsc internship different?
“my internship has given me skills that i do not believe can be taught in a classroom. The value of being able to do real-world work while still in college cannot be measured. i have learned many new skills from my internship, but most importantly, i have identified areas i can improve on before i enter the workforce. “
-Billy McMahon, intern at Pryor McCormick, Inc., investment advisors
majors/programsMany academic departments require or encourage students to complete an internship for the major, including Biology, Business, Economics, Education, English, global and Comparative Studies, history, Media and Film Studies, Political Science, Pre-Law, Pre-health, Psychology, urban Environmental Studies, and more.
centers for engaged learningBSC’s centers for engaged learning coordinate select internships for students with special interests, including the hess Center for Leadership and Service (advocacy internships) and the Sklenar Center for International Programs (international internships).
“The internship initiative is the perfect way to ‘test the water’ with a future bsc graduate. our company had a wonderful experience and we will be hiring our intern when he graduates in may.”
-Roger Ball, CVS Appraisals
types of internships at birmingham-southern college:
internship timing Internships are offered during all of BSC’s academic terms: Fall (Sept.-Dec.), january, Spring (Feb.-May), and Summer (june-july). Most internships provide 140 hours of hands-on experience and 40 hours of faculty-directed preparation and criticalreflection.
exploration term BSC’s unique january Exploration term gives students a full month each year to focus on a single class or project—including an internship.
32
Example of notecard and matching envelope.
If you need to order notecards, please contact
the Office of Communications at x4902 or
Publications/Design Samples
NOtECARDS
33
BSCBirmingham-Southern College
Example of formal invitation and matching envelope.
If you need to order an invitation package, please contact the Office of
Communications at x4902 or [email protected].
Publications/Design Samples
INVItAtIONS
34
Example of a formal event program.
If you need to order an event program, please contact the Office of Communications at
x4902 or [email protected].
Publications/Design Samples
PROgRAMS
Gen. Charles C. krulak
Gen. Charles C. krulak
rev. jack hinnen
may thirdtwo thousand twelve
Camille CannadaTBD
35
BSCBirmingham-Southern College
If you need to order a banner, please contact the Office of Communications at x4902 or
Publications/Design Samples
BANNERS
Example of horizontal banner.
Example of vertical banner.
BSCBirmingham-Southern College
exploreexperienceexcel
are you ready?
at bSc, we prepare the professionals of tomorrow by giving our students every opportunity to apply what they learn to the real world.
keep these important bsc dates in mind!
(205) 226-4696 | [email protected] | www.bsc.edu
november 15 early action
february 1 regular decision
october fall preview day (juniors & seniors)
novembersample ’southern (seniors)
marchselect ’southern (admitted students)
birmingham, alabama.
BSC Birmingham-Southern College
october sample ’southern (juniors & seniors)
36
Examples of display ads.
If you need to place an ad, please contact the Office of
Communications at x4902 or [email protected].
Publications/Design Samples
DISPLAy ADS
BSCBirmingham-Southern College
exploreexperienceexcel
birmingham - southern college congratulates coach preston goldfarb on leading the maccabi uSA men’s
Soccer Team to their historic gold medal win at the 19th world maccabiah
games in jerusalem, and wishes a Happy New Year to all!
Join BSC for an exCiting year of exhiBitionS and muSiCal and dramatiC performanCeS from StudentS, faCulty, alumni, and more.
2013
- 14
s e a s o narts
visual&performing
BSC Birmingham-Southern College
for a full schedule, visit www.bsc.edu.
37
BSCBirmingham-Southern College
Example of postcard.
If you need to order a postcard,
please contact the Office of
Communications at x4902 or
Publications/Design Samples
POStCARDS
BSC Birmingham-Southern College
Office of Student Development900 Arkadelphia roadBox 549014Birmingham, AL 35254
non-Profit Org.u.S. Postage
PAIDPermit no. 2575Birmingham, AL
l Friday Evening Welcome Reception l Saturday Breakfast and Welcome on the Admission Welcome Center Lawnl Academic Open housesl Individual Appointments with Professors & Faculty Advisors (upon prior request)l BSC Football & Family tailgate
to find more information about Family Weekend, sign up, or request individual meetings with faculty members, please find the Family Weekend webpage at www.bsc.edu/parents/familyweekend or call (205) 226-4722.
familyweekendfriday, october 18 and saturday, october 19, 2013
special events for families and friends of current students include:
familyweekend
BSCBirmingham-Southern College
friday, october 18 and saturday, october 19, 2013
experience
for a full schedule, visit www.bsc.edu.
38
On the next two pages are examples of standard BSC
PowerPoint slides. We strongly prefer that presenters use
either Arial or Times new roman as the fonts for their
presentation text/points.
If you need to set up a PowerPoint presentation, please
contact the Office of Communications at x4902 or
[email protected]. We will share our preferred template
with you and give guidance on the correct fonts and
images to use for optimal results.
PowerPoint templates can be downloaded at
www.bsc.edu/communications/downloads.
Publications/Design Samples
POWERPOINt SLIDES
Warm Gray Template
TitleSlide
Warm Gray Template
RegularSlide
making a differenceat bsc
- getting involved - green initiatives - service-learning
Sample Slide with Topic Text
39
Publications/Design Samples
POWERPOINt SLIDES, CONtINuEDBlue Template
TitleSlide
Blue Template
RegularSlide
Gold Template
TitleSlide
Gold Template
RegularSlide
40
Please consult with the Office of Communications to
arrange graphics for the miscellaneous items listed, left.
We will work with you to bring your graphics project
to life.
Applications of the BSC wordmark and its typography
for novelty items or merchandise are subject to approval
by the Office of Communications. requests for review of
designs may be forwarded directly to Communications
and will be evaluated for their compliance with the
visual identity system. This process applies both to
BSC-designed materials as well as to those prepared by
outside vendors for on-campus clients.
If you have questions about these items or others, please
contact the Office of Communications at x4902 or
Publications/Design Samples
MISCELLANEOuS ItEMS
Miscellaneous items include, but aren’t limited to the following:
Signage
Vehicles
Light Post Banners
merchandise
Advertising Specialties/novelty Items
Buttons/Pins
T-Shirts/Sweatshirts
Caps
Bumper Decals
magnets
notebooks
Folders
mousepads
Lanyards
merchandise Bags/Totes
umbrellas
napkins
Coffee Sleeves
nametags/Identity Tags
notepads/routing Pads
mailing Labels
Gold Foil Seals
rise3
research | internships | service | experience
3
res
earc
h |
inte
rn
ship
s | s
erv
ice
| ex
per
ien
ce
rise
41
BSCBirmingham-Southern College
E-mail Signatures and Voice messaging
MISCELLANEOuS ItEMSE-mail is no doubt the most popular means of communication that
comes into and goes out of our campus. Impressions—both positive and
negative—about the college’s level of care and concern can be formed
based on how employees “sign” their e-mails and the “automated”
responses they send when they are away from the office.
In the college’s ongoing efforts to be as helpful and responsive as possible
to all of our constituents, a standard e-mail signature should be used with
all internal and external e-mails, as well as a standard e-mail automated
out-of-office response to be used with all internal and external e-mails.
Likewise, the temporary absence greetings we leave on our office
telephones when we are out of the office on annual leave, business, or for
college holidays, also can leave positive or negative impressions about
our college. Therefore, a standard telephone temporary absence greeting
should be used.
Information on setting up email signatures and telephone temporary
absence greetings can be found at www.bsc.edu/administration/it/
helpdesk.
Sample Out-of-Office E-Mail Response
Thank you for your email. I am currently away from the office and will return on monday, january 30. If you need immediate assistance before that time, please contact Barbara Collins, assistant director of strategic planning, at [email protected] or 205-226-xxxx. Otherwise, I will respond to your email on january 30.
mark Goodman
Sample Email Signature:
Sue FairchildAssociate Vice President for Strategic PlanningBirmingham-Southern College900 Arkadelphia roadBox 54xxxxBirmingham, AL 35254205-226-xxxx—Office205-xxx-xxxx—Cell (optional)205-226-xxxx—Fax (optional)[email protected]
explore … Birmingham-Southern Collegewww.bsc.edu
Sample Temporary Absence Phone Greeting:
You have reached the office of mark Goodman, director of strategic planning at Birmingham-Southern College. I am currently out of the office and will return on monday, january 23. During my absence, please contact Barbara Collins, assistant director, at 205-226-xxxx. Or, please leave a message at the tone and I will look forward to returning your call on monday. Thank you.
Sample Temporary Absence Phone Greeting for College Holidays:
You have reached the office of Sue Fairchild, associate vice president for strategic planning at Birmingham-Southern College. The college currently is observing its Christmas holiday Break until monday morning, january 2. If you need immediate assistance during this time, you may contact our Campus Police Office at 205-226-4700, or you may try my cell phone at 205-xxx-xxxx. Otherwise, leave a message at the tone and I will look forward to returning your call on january 2.
42
CONtACtSnow you have the standards needed to be a part of this effort in maintaining the
BSC brand. At this point, you’ve probably realized that a brand isn’t a wordmark
or school color. It’s many elements that collectively identify the unique entity,
BSC. just like any great resource, this guide will be updated to reflect the latest
standards and guides, so check the Office of Communications’ Web site before
beginning new projects. For any additional information call Communications
at x4902 or e-mail [email protected].
43
BSCBirmingham-Southern College
All departments, offices, special programs and centers should consult with the Office of Communications and/or the
Campus Print Shop before starting projects, including design, production, printing, art, photography and online/video
production. Please always consult with Communications initially, even when the funding is provided
by a donor.
Working with Communications and adhering to visual standards help Birmingham-Southern achieve an effective,
efficient and cost-conscious communications program.
An online version of this manual can also be found on the BSC Web site at www.bsc.edu/communications/downloads.
office of Communications
Stockham Building, room 15
226-4901
Public relations & marketing Communications Consulting/
Photography/Video Production
web Site/New Media
Stockham Building, room 14
226-7790
Online marketing/Development
Contacts
thE OFFICE OF COMMuNICAtIONS AND RELAtED SERVICES
Publications
Stockham Building, room 05
226-4902
Graphic Design/Layout/Concept Development/
Visual Identity System Consulting
Department of Print Services
Stephens Lab Building, Ground Floor
226-4848
Printing/Digital and Offset Presses/Binding/
Banners-Posters
BSCBirmingham-Southern College
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