Brand and Style Guide

Brand and Style Guidelines

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This page serves as the official Brand Style Guide for Walters State Community College. It provides a framework of standards for logos, typography, color palettes, and messaging to ensure a consistent and professional visual identity across all college communications.

 

President’s Message	Letterhead, Envelope and Business Cards
Walters State Logo	Vehicle Identification
Divisions, Offices, Departments and Campuses	Brand Merchandise
Seals	Athletics
Typography

 

President’s Message

Walters State Community College is proud to be recognized as one of the premier community colleges in the country.

This recognition is the sum of the contributions made by individuals who share the common mission of bringing higher education opportunities to East Tennessee. It’s also the result of the college’s efforts to present a unified image to the general public that accurately reflects the high academic and professional standards of our faculty, staff, students and supporters.

Every webpage, social media site, publication, video, letter and email about Walters State represents the entire college and our shared identity. These visual representations of the college contribute significantly to Walters State’s identity. To maintain this consistent and professional look, the college has established graphic standards that serve as a guide for all of our communications to external audiences.

The graphic standards manual that follows provides information on the college’s logo, trademark, seal and other visual identifiers, as well as the steps to follow when developing materials. This ensures that every piece of information received accurately reflects the quality and integrity of Walters State.

The college’s Office of Communications and Marketing is charged with ensuring that publications and other materials comply with these graphic standards. Your support of the Walters State Brand and Style Guidelines plays an integral role in the college’s efforts to present a consistent image that communicates the incredible contributions and accomplishments of our faculty, staff, students and supporters, and allows us to highlight the positive impact our college community makes every day.

DR. SAUL REYES
President, Walters State Community College

 

Walters State Logo

Walters State’s logo is a visual representation of the college’s mission and values. The logo design honors the college’s tradition and commitment to serving our community, in the past, present, and future.

The interlocking WS in the logo design is a stand-alone mark for the college and its athletic department. The WS mark is complemented by two contemporary type fonts, Calluna and Myriad Pro.

 

Certain areas of the college are approved to have a signature logo. Contact Communications and Marketing for more information.

Signature Logos
The signature logo complements the Walters State logo by using the semibold  serif font. There is a horizontal and a vertical version of the signature logo.  Each graphic signature follows the same guidelines as the Walters State logo,  such as the logo on primary-color backgrounds, zone of isolation and the minimum reproduction size. See previous sections for complete guidelines.

 

 

 

 

 

 

Walters State Seal

The Walters State seal is only to be used with official school documents, such as certificates, graduation programs, transcripts, and materials from the Office of the President.

The seal is one color, PMS 289 but it can be screened to a tint of PMS 289 for a watermark effect. However, it is recommended not to screen less than 10% of PMS 289.

 

Primary Fonts

Typography plays a key role in maintaining a look and feel of the Walters State Community College brand. A consistent use of specific typefaces when used with Walters State communications helps bring brand recognition to the
community college.

There are two primary typefaces, Myriad Pro and Culluna. Myriad is a simple, modern, sans serif font that is available to most designers, printers, and marketing departments. Myriad Pro can be expanded with a light, black, semicondensed, condensed, and semiexpanded fonts for a total of 40 fonts.

 

 

The other primary font is Calluna which is a modern serif font. There may be a time when a more decorative font is required for an invitation or a specific design project. In these cases, Myriad Pro should be used in conjunction with the other specific font to complement the design.

 

 

Secondary Fonts

Walters State has several secondary fonts that can be used for Word documents, emails, web design, athletics and for other design tactics.

The fonts include:

• Calibri is the preferred font for Word documents and emails.
  (Microsoft Office font)
• Open Sans is the preferred font for the web.
  (Can be downloaded from Google Fonts)
• Brix Sans is an optional san serif font.
  (Font will need to be downloaded or purchased from a third-party vendor)
• Breakers Slab is an option for athletics and other school designs.
  (Can be downloaded from Adobe Fonts)

 

 

The letterhead, envelope and business cards are designed using the two primary colors, PMS 289 dark blue and PMS 199 red. The PMS colors are to be used only for offset printing. It the stationary, envelope and business cards are printed on a digital press, then the colors will need to be converted to process cmyk colors.

Besides the basic contact information, all of the Walters State identity pieces will have the department name reversed out of a red bar.

The paper that has been chosen for Walters State letterhead is Cougar by the paper mill, Domtar. Below are the specs for all three items:

• Stationary: Cougar Smooth White, 70# text, 8.5” x 11”
• Number 10 business envelopes: Cougar Commercial White, 4.125” x 9.5”
• Business Cards: Cougar Smooth White, 130# cover, prints 2-sides, 3.5” x 2”

Communications and Marketing has templates for the stationary, envelope and business cards. The templates must be used when updating and ordering new printed material.

There are also templates for note cards and other various size envelopes.

 

Vehicle Identification

It is recommended to use the vertical Walters State logo on the transportation fleet. The Walters State logo can be adjusted according to the door size. The illustrated images to the right show the recommended size of the logo based on the door and vehicle size. On a mid-size vehicle, the logo width should be around 17.25”–22”.

If there are questions or concerns before printing and installation of the graphics, you may contact the Communications and Marketing to help specify the exact size for the vehicle.

 

Brand Merchandise

The Walters State Community College logo, Senators word graphic and all other celebration and event graphics may be used on T-shirts, pens, notebooks and other specialty advertising items. When items are ordered, original art must be used and all guidelines must be followed.

Communication and Marketing must approve all designs and artwork before orders are placed.

 

Athletics

Senators

The Senators word graphic may be used throughout the Walters State Athletics department. The Senators graphic
has general guidelines for color, zone of isolation and incorrect usage. The specs for color and general guidelines are the same as the Walters State Community College logo, so refer to pages 5–8. However, it is recommend to give one letter space height on all sides of the Senators word graphic for the zone of isolation.

To the right are graphic options that are available to use.

Lady Senators

The same color and general guidelines apply to the Lady Senators as the Walters State and Senators graphics. The zone of isloation will be the same as the Senators word graphic with one letter space height on all sides — refer to page 20. To the right are graphic options that are available to use.

One Color and Reversed-to-white Logos

The Senators and Lady Senators word graphics are available to use as one color and reveresed-to-white. The one colors that are available to use on both graphics are the two primary brand colors Pantone/PMS 289 dark blue and Pantone/PMS 199 red. Black is the third color which may also be used in one color applications.

These three colors may be used on all variations of the Senators and Lady Senators word graphics.

 

For more information contact the Office of Communications and Marketing by email or phone at 423.585.6998.