Hillsborough Community College Visual Identity Brand Manual

Hillsborough Community College Visual Identity Brand Manual

Contents Sharing the benefits of a consistent HCC brand identity. Visual Identity The HCC visual identity is much more than the use of a name, seal, monogram, and wordmark. It is how we present ourselves to our internal and external constituents on a daily basis. It communicates a message of who we are and what people can expect from us in terms of service and values. It conveys our message through a visual representation. Across all HCC departments and campuses, it is imperative that the use of the HCC brand is consistent in its application at all times. This brand manual has been created to help achieve consistency and familiarity of the HCC brand without restricting our creativity and innovation.

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HCC Visual Identity Brand Manual

Branding Reference: A Quick Look . . . . . . 3

Other Branding Materials . . . . . . . . . . . 25 Department-specific elements . . . . . . 25 HCC Live . . . . . . . . . . . . . . . . . . 26 Hawk’s Nest . . . . . . . . . . . . . . . . 26 Hawks Landing . . . . . . . . . . . . . . . 26

Branding Elements . . . . . . . . . . . . . . . .4 Wordmark . . . . . . . . . . . . . . . . . . . . .5 Monogram . . . . . . . . . . . . . . . . . . . .5 Brand colors . . . . . . . . . . . . . . . . .6 Brand typefaces . . . . . . . . . . . . . . .7 Seal . . . . . . . . . . . . . . . . . . . . . . 8 Seal colors . . . . . . . . . . . . . . . . . .9 Seal with Monogram . . . . . . . . . . . . . 10 Campus Monogram . . . . . . . . . . . . . . 11 Seal with Campus Monogram . . . . . . . . 12

Required Statements . . . . . . . . . . . . . 28 Disclaimer . . . . . . . . . . . . . . . . . 28 Equity statement . . . . . . . . . . . . . . 28 Accreditation statement . . . . . . . . . 28

Hawk Mascot . . . . . . . . . . . . . . . . . . 13

Further Information . . . . . . . . . . . . . . . 28

Design Guidelines . . . . . . . . . . . . . . . 14 Minimum clear space . . . . . . . . . . 14 Minimum size . . . . . . . . . . . . . . . . 15 Alignment . . . . . . . . . . . . . . . . . 16 Consistent size and proportion . . . . . . 17 Misuse of elements . . . . . . . . . . . . 18 Branding Applications . . . . . . . . . . . . . 19 Stationery, external . . . . . . . . . . . . 20 Memorandum, internal . . . . . . . . . . 21 Business cards . . . . . . . . . . . . . . . 22 Employee name tag . . . . . . . . . . . 22 Hawk card . . . . . . . . . . . . . . . . . 22 Email signature . . . . . . . . . . . . . . . 23 Seal applications . . . . . . . . . . . . . 24

Web Pages . . . . . . . . . . . . . . . . . . . 27

Branding Reference: A Quick Look Branding Elements

HCC Colors

Seal

The HCC wordmark, monogram, seal, brand colors, and typography are the basic elements of the HCC brand. The HCC seal is the official, legal seal of Hillsborough Community College. It appears on diplomas, academic certificates, and other legal documents or products where authenticating signatures and authorizations are required. It may be used at formal academic events and on regalia. The seal may be used with the monogram. It is preferred that the seal not be used with the wordmark.

Blue Pantone® 647 CMYK 100/56/0/23 RGB 0/85/149 HEX 005595

Two-color seal

One-color seal

HCC_SEAL_2757_118 Font: Bernhard Modern Standard

HCC_SEAL_647 The one-color seal option can be printed in blue, dark blue, black, gold, or white.

Wordmark

Monogram

The font used in the seal is Bernhard Modern Standard in the roman version. A similar Windows font that may be used along with the seal is Palatino. The fonts used in the wordmark are Avant Garde bold and Avant Garde Book. The monogram uses Avant Garde heavy bold. Avoid reducing any of the branding elements to an illegible size.

Graphic Files

Dark Blue Pantone® 2757 CMYK 100/82/0/30 RGB 6/53/122 HEX 06357a

Gold Pantone® 118 CMYK 0/18/100/27 RGB 196/160/6 HEX c4a006

Black HCC_Name_647

HCC_647

The wordmark must be all one color. It may be shown with the campus below.

The monogram must be all one color. It may be shown with the campus below.

Fonts: Avant Garde (bold small caps) Avant Garde Book (regular)

Font:Avant Garde (heavy bold) The wordmark and the monogram can be printed in blue, dark blue, black, gold, or white.

Seal with Monogram

Seal_and_HCC_647

Visitors: Please contact Pat Brown, [email protected], to request files.

The one-color seal with monogram can be printed in blue, dark blue, black, gold, or white.

White CMYK 0/0/0/0 RGB 255/255/255 HEX FFFFFF

Further Information

To obtain an electronic file of HCC branding graphics Staff: Please go to My Computer \shared on ‘ybfs2’ (S:)\Marketing & PR\HCC Branding Graphics.

Pantone® Black CMYK 0/0/0/100 RGB 0/0/0 HEX 000000

Seal_and_HCC_2757_118

If you have any questions regarding the application of the HCC branding graphics, please contact the Marketing and Public Relations Department, 813-253-7158.

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Elements Our branding elements are the tools with which we can build and maintain a consistent and clearly recognizable visual identity for the Hillsborough Community College brand.

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HCC Visual Identity Brand Manual

Branding Elements The HCC wordmark, monogram, seal, brand colors, and typography are the basic elements of the HCC brand. The pages in this section introduce these elements and set out clear principles for their use.

Wordmark

Monogram

Seal

Seal with Monogram

Wordmark and Monogram Our wordmark is made up of a line and words which should never be altered in relationship or form. Wordmark

HCC_NAME_647

Our monogram is made up of three capital letters. Always use the master artwork provided. Monogram HCC_647

The wordmark is specifically drawn individual elements, combined in an exact relationship, to work for a range of sizes and applications across different media. It is intended to be used in a horizontal format at all times, avoiding any form of rotation. The monogram is a more casual element and may be rotated as needed. Always use the master artwork provided for these letter forms. The digital master artwork for these elements may be found in a number of standard file formats at hccfl.edu/marketing. If you experience any difficulty in finding the master artwork for a specific application, please contact the Marketing and Public Relations Department (see last page).

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Brand Colors Consistent and accurate use of our brand color is important in helping us to identify HCC across a wide range of media. Always match to the Pantone® swatches.

BLUE: PMS 647

DARK BLUE: PMS 2757

CMYK: Blue 100% Magenta 56% Yellow 0% Black 23%

CMYK: Cyan 100% Magenta 82% Yellow 0% Black 30%

RGB: 0r+85g+ 149b

RGB: 6r+53g+ 122b

Hexadecimal: 005595

Hexadecimal: 06357a

Brand Colors The wordmark and monogram are colored in either blue, dark blue, white, or black. They are not to be shown in more than one color. The monogram and wordmark can be applied across a wide range of applications with varying backgrounds. To reproduce these colors accurately, always match to the Pantone® color matching system numbers (available from the Marketing and Public Relations Department – see last page). Please do not copy the colors shown on this page, or elsewhere in these guidelines, for color matching. They are representative colors, but not exact enough to match the Pantone® Color Standards. For accurate Pantone® Color Standards, refer to the current edition of the Pantone® color Formula Guide. (Pantone® is a registered trademark of Pantone Inc.)

BLACK

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HCC Visual Identity Brand Manual

WHITE

Typefaces Our brand typefaces provide us with a consistent typographic styling across printed applications and help to strengthen recognition of the HCC brand.

Avant Garde (bold small caps) Avant Garde Book (regular)

Avant Garde (heavy bold)

Century Gothic/bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

The typeface family used in our monogram and wordmark is Avant Garde. The monogram uses only the bold version and the wordmark uses both the bold version and the book/regular version. These fonts are only intented to be used on the branding graphics. It is important to understand that additional licensing requirements may be necessary when embedding the font data within documents for third-party users (PDF document downloading and distribution). Please do not try to recreate these logos. They are available in several common file formats at S:\Marketing & PR\HCC Branding Graphics. Century Gothic is the prefered font for all other text, in documents as well as signage. If you require further information on the correct use of the HCC brand typefaces, please contact the Marketing and Public Relations Department (see last page).

Century Gothic/regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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Seal The HCC seal is the official, legal seal of Hillsborough Community College. The HCC seal is designed to be used on our most official documents and external communications.

The HCC seal is the official, legal seal of Hillsborough Community College. It appears on diplomas, academic certificates, and other legal documents or products where authenticating signatures and authorizations are required. It may be used at formal academic events and on regalia. The seal may be used with the monogram. The seal should not be used with the wordmark. The font used in the seal is Bernhard Modern Standard in the roman version. Palatino is a Windows font that may be used along with the seal, and is widely available. If you have any questions regarding the appropriate use of the college seal, please contact the Marketing and Public Relations Department (see last page).

Compatable Font

PALATINO/regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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HCC Visual Identity Brand Manual

Seal The HCC seal can be printed in either one color or two colors. Two-color seal

One-color seal HCC_SEAL_647

HCC_SEAL_2757_118

Seal Colors HCC offers a one-color seal option and a twocolor seal option. The one-color seal option can be printed in blue, dark blue, black, gold, or white. The seal may also be foil-stamped in blue and gold or just blue, gold, or silver foil. The two-color seal option can be printed in the following ways: • Spot color: Dark blue = PMS 2757 Gold = PMS 118 • CMYK Full color inks combined to look like the spot color inks

Blue

Dark Blue

Black

White

Gold

Dark Blue

GOLD: PMS 118 CMYK: Cyan 0% Magenta 18% Yellow 100% Black 27% RGB: 196r+160g+ 6b

Dark blue

Cyan 100% Magenta 82% Yellow 0% Black 30%

Gold

Cyan 0% Magenta 18% Yellow 100% Black 27%

Hexadecimal: c4a006

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Seal with Monogram Standard combination

Options

These files show the standard use of the seal with the monogram.

These optional versions may also be used. Please check with HCC Marketing for further information.

Seal_and_HCC_647

Seal_HCC_B_black

Seal_and_HCC_2757_118 Seal_HCC_C_647

Seal_HCC_black

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HCC Visual Identity Brand Manual

Campus Monogram It is important that all campus graphics adhere to the district standard to help ensure our overall HCC branding. HCC_Brandon

HCC_PlantCity

HCC_DaleMabry

HCC_SouthShore

HCC_GWSDAC

HCC_Ybor

The typefaces used in our campus monogram are Avant Garde/bold for the monogram and Avant Garde Book/regular for the campus name. These location elements may be shown in blue, dark blue, black, white, or metal tones. If you require further information on the correct use of the HCC campus monograms, please contact the Marketing and Public Relations Department (see last page).

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Seal with Campus Monogram Seal with Campus Monogram The seal with campus monogram may be used for building signs. This element may be shown in blue, dark blue, black, white, or metal tones.

Seal_HCC_BR_647

Seal_HCC_PC_647

Seal_HCC_DM_647

Seal_HCC_SS_647

Seal_HCC_GWSC_647

Seal_HCC_YB_647

Campus sign sample

Signage For guidelines and procedures for interior and exterior signage, please refer to the Signage Specifications and Standards document developed by the Facilities Planning and Construction Office. Go to hccfl.edu. Locate Departments, then Facilities Planning and Construction, then Guidelines and Procedures.

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HCC Visual Identity Brand Manual

Hawk Mascot The hawk is HCC’s official mascot. It may be shown as a photo or as a shape (icon, silhouette). The hawk must be shown without tipping, rotating, or distorting the image.

HAWK_SHAPE_647

Hawk shape The hawk shape may be shown in blue, dark blue, black, gold, or white.

Hawk_PHOTO

HAWK_SHAPE_black

HAWK_SHAPE_white (shown on black)

Hawk photo The photo may be shown in full color or in black and white. Hawk_PHOTO_GRAY HAWK_SHAPE_118

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Design Guidelines At all sizes, the HCC wordmark and monogram are surrounded by a ‘minimum’ proportionate area of clear space.

The space inside the dashed line should be free of confusing elements.

The space inside the dashed line should be free of confusing elements.

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HCC Visual Identity Brand Manual

Minimum Clear Space Keeping the HCC wordmark and monogram free from the potential confusion caused by close proximity with other elements (type or graphics) helps to maximize its prominence and legibility across all applications.

Design Guidelines Avoid reducing the HCC wordmark or monogram to an illegible size. Minimum Size Print applications

On-screen applications

Monogram 0.5 inch

Monogram 72 pixels

Wordmark 1 inch

Wordmark 144 pixels

Minimum Size Across different media, production, and application processes, the size of the brand element may affect its legibility. If you are working with an application or production process where legibility is a problem, always ensure that you have adequate proofing and approval for the work. The HCC brand element should always be reproduced where a high standard of legibility can be achieved.

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Design Guidelines Consistent alignment of the brand name with other graphic elements results in stronger composition and visual presence. HCC_white (shown on blue 647)

For positive color applications (where the white outer boundary of the graphic is not fully visible against its background), the alignment should be the outside edge of the rectangular box.

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HCC Visual Identity Brand Manual

For negative color applications (where the white outer-boundary of the graphic can be seen against a darker background color), the alignment should be the outside edge of the white outer keyline.

Alignment Alignment of text or graphic page elements may relate to all four edges of the HCC brand element, depending on the layout and placement for the application. For positive color applications (where the white outer boundary of the graphic is not fully visible against its background), the alignment should be the outside edge of the rectangular box. For negative color applications (where the white outer boundary of the graphic can be seen against a darker background color), the alignment should be the outside edge of the white outer keyline. Always ensure that you have observed the minimum clear space area (page 14) when placing other page elements with the brand element. See also minimum size information on the previous page.

Design Guidelines The examples on this page show recommended wordmark sizes relative to a standard set of page formats. Note: The examples are not to scale.

Half-letter, 5.5” x 8.5” page (1.5 inches)

Letter, 8.5” x 11” page

Consistent Size and Proportion Wherever possible, a consistent size relationship should be maintained between the wordmark and the page size. In some cases, sizing and positioning may be driven by design layout or concept. Similarly, the wordmark on a front cover may be larger than a wordmark being used in a sign-off role on a back cover. The key point is to maintain consistency across a family of items. This page sets out a guide for some common paper sizes and recommends the appropriate respective sizes for the HCC wordmark. See also minimum size information on page 15.

(2 inches)

Tabloid, 11” x 17” page

(3 inches)

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Design Guidelines Always respect the HCC wordmark and monogram and their respective components. Apply them with care and consistency at all times.

Misuse of Elements This page is intended to show common misuse of the brand elements. Always use the approved artwork to ensure that this type of misuse is avoided at all times. Please contact us if there is a need for a graphic in a format other than those provided.

1) Do not use two colors. The monogram may be shown in blue, dark blue, black, or white.

2) Do not place other graphics over the monogram or wordmark. Do not use the square graphic; it has been discontinued.

3) Do not stretch or distort the monogram or wordmark. Do not use a heavy line with the wordmark. It should not be thicker than the letters in Community College. 4) Do not use colors other than the official colors of the college as provided in this document. When blue ink is not an option, use black on light backgrounds and use white on dark backgrounds.

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HCC Visual Identity Brand Manual

5) Do not use fonts other than the official fonts of the college as provided in this document. Do not leave off the line in the wordmark.

Branding Applications Applying our brand system creatively and consistently helps us to build our brand. Consistent application of our identity sends out positive messages to our audiences about the HCC brand. A strong presence and awareness of our brand will develop from thoughtful use of our basic elements.

The following pages set out examples of how the HCC brand system is applied across different applications. Use this section as a point of reference to help maintain consistency when using the HCC brand on similar items to those illustrated. If you are uncertain about the appropriate approach for applications not shown in this section, please contact the Marketing and Public Relations Department (see last page).

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Branding Applications The seal is primarily used on official college stationery for external use. Please use the memorandum file with the monogram for internal memos. General Letterhead

President’s Letterhead

Office of the President Dr. Ken Atwater

39 Columbia Drive Tampa, FL 33606 813.253.7050 Fax 813.253.7183

Stationery Stationery items can sometimes be the first introduction - and first impression - of the HCC brand. Letterheads and business cards may also appear alongside other communications, playing an important role in demonstrating the quality and consistency of all our communications. Our stationery should always be presented in a consistent manner, and our written communications should reflect the same level of quality and consistency at all times. All printed stationery must be ordered through the HCC Warehouse. Electronic versions are available for desktop use from our website at hccfl.edu/marketing. Please contact the Marketing and Public Relations Department (see last page) with any questions.

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HCC Visual Identity Brand Manual

Branding Applications Internal memorandum correspondence should use the HCC memorandum heading or no heading at all.

Memorandum Internal memorandum correspondence should use the HCC memorandum heading or no heading at all. The HCC memorandum template is available from our website at hccfl.edu/marketing. Internal memos from the President’s office may use the seal:

As a suggestion, the user should include this information at the top:

TO: FROM: DATE: SUBJECT:

This file is to be used internally only and may be either printed or emailed. Remember to align the left margin with the graphic.

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Branding Applications Business Card, front sample

Business Card, options for back side

Ashley Carl

Executive Director of Marketing and Public Relations

813.253.7158

hccfl.edu

Dr. Gwendolyn W. Stephenson District Administration Center 39 Columbia Drive Tampa, FL 33606 Fax 813.253.7198 [email protected]

Employee Name Tags Follow the style of the sample below for official employee name tags. Use the seal with monogram for the artwork.

Your Name Here Your Department Here Your Location Here

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Hawk Card The Hawk Card is the official student and employee photo ID card at HCC.

Branding Applications Email signatures are provided for HCC employees to use in their everyday internal and external email correspondence.

Email Signature

Correct email uses

It is preferred that the wordmark and HCC Live graphic not be used together in an email signature.

Your Name Here Title Hillsborough Community College Department Mailing address

Incorrect email uses Your Name Here Title Phone Fax TDD

The HCC email signature samples are available at hccfl.edu/marketing. Department Mailing address

Phone

Your Name Here Title Department Phone

Your Name Here Title

Email signature samples are provided for HCC employees to use in their everyday internal and external email correspondence.

Department Mailing address

Phone

Your Name Here Department Phone

Your Name Here Department Phone

Your Name Here Title Phone Fax TDD

Your Name Here Department Phone

Hillsborough Community College Your Name Here Department Phone Hillsborough Community College

Hillsborough Community College Department Mailing address

Do not add a shadow to the seal. Do not use the seal with the wordmark - use one or the other.

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Branding Applications Applying our identity creatively and consistently helps us to build our brand.

Commencement Program

2010 41st Annual COMMENCEMENT

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HCC Visual Identity Brand Manual

Health Sciences Patch

Seal Applications Any items such as uniforms or signs for HCC students or employees that use the seal must be approved by the Marketing and Public Relations Department.

Public Safety Patch

Other Branding Materials Other branding materials are developed for specific uses exclusively by the HCC Marketing & Public Relations Department.

HUMAN RESOURCES

Collaboration Studio HCC Visual Identity Brand Manual

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Other Branding Materials HCC Live is the call center of Hillsborough Community College. HCC Live has its own logo which consists of text with the hawk arranged to ensure a cohesive look with the primary branding style.

Web Banner

Web Icon

HCC

Hawks Landing Hawks Landing has its own logo which is owned by Place Properties. In order to use this logo, you must request permission from the Marketing and Public Relations Department (see last page).

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HCC Visual Identity Brand Manual

This icon may be used in email signatures with a link to the HCC Live web page.

Other graphics are developed by the Marketing Department for specific uses, such as the HCC Hawk’s Nest store at the Ybor City Campus.

t s e N s ’ K W A H CONVENIENCE STORE

S ’ K W HA ST E N CONVENIENCE STORE

Web Pages Visitors to our website should quickly have a clear impression of HCC, who we are, and how to find out more about us. HCC web pages should be characterized by clean design, clear navigation, and quick performance.

HCC Web Presence Public Site

Restricted Content

Novus CMS

WebAdvisor

HCC’s web presence is made up of public pages which can be viewed by all users as well as restricted pages which can only be viewed by current students, faculty, and/or staff.

HCC SmarThinking – online tutoring (off-site)

Blackboard (off-site)

HCC Bookstore (off-site)

Campus Cruiser (off-site)

The college uses Novus CMS for the majority of its public pages. The HCC Marketing Department, in cooperation with the Office of Information Technology, approves all web page templates prior to their inclusion in Novus CMS. Web pages which cannot be created within Novus CMS are typically created using web-authoring software. Any such page must be approved by the HCC Marketing Department and the HCC web services manager prior to being published on the web. HCC’s SmarThinking, bookstore, and library are hosted off site.

Whether a page is public or restricted or created at HCC or hosted off site, HCC branding conventions must be followed. If a hosted environment has limited capabilities, all possible branding conventions must be followed.

• Plain-speaking tone of voice. • Quick site performance (limited use of animations and large graphics).

Following is a list of web page design guidelines:

HCC branding standards are the responsibility of the HCC Marketing Department. Maintenance of the content of each page and adherence to the HCC branding standards is the responsibility of the respective department/ designer.

HCC utilizes a variety of software packages for its restricted pages including WebAdvisor, Blackboard, and Campus Cruiser.

HCC Libraries (off-site)

• Primary use is for current and prospective students as well as other constituents. • Ease of use (function is as important as form). • Clean design with text that is easy to read. • Clear, simple site navigation.

Where sensible, provide content in alternative formats suitable for printing and downloading (e.g., PDF, Word, etc.).

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Required Statements Statements

Further Information

Listed below are several official statements which may be required in publications. Please check with the Marketing Department for further information on the use of these statements.

If you have further questions on the application of the HCC Visual Identity Brand Manual, please contact:

Disclaimer

HCC reserves the right to make changes in the offerings listed in this document as circumstances require.

Accreditation

Hillsborough Community College is accredited by the Commission on Colleges of the Southern Association of Colleges and Schools to award associate degrees, diplomas, and certificates. Contact the Commission on Colleges at 1866 Southern Lane, Decatur, Georgia 30033-4097 or call 404.679.4500 for questions about the accreditation of Hillsborough Community College.

Equal Access/Equal Opportunity and Educational Equity, one line version

Ashley Carl Executive Director of Marketing and Public Relations Hillsborough Community College [email protected] 813.253.7158

HCC is an equal access/equal opportunity educational institution.

Equal Access/Equal Opportunity and Educational Equity, full version

Hillsborough Community College is an equal access/equal opportunity employer that makes employment and education-related decisions without regard to race, color, gender, religion, national origin, age, disability, sexual orientation, marital status or any other bias that is or may be prohibited by law.  In addition, the college does not discriminate in employment practices or in the admission and treatment of students.  HCC is committed to equitable treatment for all students and employees and to a learning and working environment free of discrimination and harassment for current as well as future students and employees.  The college provides equal educational opportunities for qualified individuals with disabilities and complies with, as well as supports, the Americans with Disabilities Act. HCC’s Equity Officer ensures compliance with federal and state laws prohibiting discrimination and sexual harassment. The Equity Office values and responds to equity-related complaints in a very confidential and timely manner. Employees and students who believe they have been a victim of discrimination or sexual harassment should contact: Dr. Joan B. Holmes Special Assistant to the President for Equity and Special Programs Dr. Gwendolyn W. Stephenson District Administration Center 39 Columbia Drive, Room 718 Tampa, Florida 33606 Telephone: 813-253-7043 Email: [email protected]    

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MPR 11-16-11