Brand Guidelines · Relations LEHMAN COLLEGE LEHMAN COLLEGE School of Natural & Social Sciences School of Natural & Social Sciences LEHMAN COLLEGE LEHMAN COLLEGE Biology DEPARTMENT

Brand Guidelines

August 2019lehman.edu

Who We Are

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MissionLehman College serves the Bronx and surrounding region as an intellectual, economic, and cultural center. The College provides undergraduate and graduate studies in the liberal arts and sciences and professional education within a dynamic research environment, while embracing diversity and actively engaging students in their academic, personal, and professional development.

ValuesLehman College is committed to providing the highest quality education in a caring and supportive environment where respect, integrity, inquiry, creativity, and diversity contribute to individual achievement and the transformation of lives and communities.

Mission and Values

We are all connected by Lehman College – whether we’re alumni, students, prospective students, faculty, staff, administration, family, or anyone who spends time on campus. The brand is a way to express pride and connection for anyone who is part of the Lehman College community and to support the College’s mission. Therefore, it is the responsibility of everyone to utilize it consistently and correctly.

Lehman College BrandContact Media Relations with questions or to request any of the graphics in this guide.

GraphicIdentity

Principles

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Lehman College Logo, the Cornerstone of Our Graphic Identity The focal point of the logomark, the graphic part of the logo, is a dramatically simplified facade of the central and most recognizable building on campus — the Music Building. The logomark’s overall shape is a heraldic shield rendered in a modern style. This particular shield shape is taken from one of many found in Lehman’s architecture.

The lower portion expresses the stability of the institution, while its top (the arch) symbolizes the value of an education that reaches out to all people.

There are two main iterations of the logo:

Horizontal Vertical

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The only acceptable color variants of the logo color scheme are below.

Unless using your official School or Departmental logo, always allow ample

clear space around the logo. This means the height of the word “LEHMAN”

around all four sides.

Use the “knockout” white version only on backgrounds where it is easily readable.

Do not stretch, rotate, squash, reconfigure, recolor, or recreate the logo.

The logo should not be used as though it is part of a sentence. Instead, type out “Lehman College” in the same font as the rest of the sentence.

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Indicate that Lehman College is part of the CUNY system on marketing and communications materials.

There is an approved lockup including both logos that can be obtained from Media Relations. You may also use CUNY separately. The options are shown below:

» Lockup» CUNY logo separate on the page, somewhere lower and to the right» CUNY logo and tagline separate on the page, somewhere lower and to the right

Lockup CUNY Logo on Page CUNY Logo with Tagline on Page

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School Logos Each of the schools within Lehman College have their own logo and color (see page 13 for colors). On materials that have more than one page, please be sure to also use the Lehman/CUNY lockup.

SCHOOL LOGOS:

Typography only may be used when the Lehman/CUNY lockup is used elsewhere on the page.

Stacked

School logos may also be shown in either all black, or all white. If in all white, a good option for uniquely identifying your school is to knock it out of the school’s color.

School of Natural &Social Sciences


LEHMAN COLLEGE

LEHMAN COLLEGE

BiologyLEHMAN COLLEGEDEPARTMENT OF


AlumniRelations

LEHMAN COLLEGE



LEHMAN COLLEGE

LEHMAN COLLEGE

School of Continuing &Professional Studies


LEHMAN COLLEGE

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School of Arts& Humanities

School of Arts &Humanities

LEHMAN COLLEGE

LEHMAN COLLEGE



LEHMAN COLLEGE

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School of Education

School ofEducation

LEHMAN COLLEGE

LEHMAN COLLEGE

School of Health Sciences, Human Services, & Nursing


LEHMAN COLLEGE

LEHMAN COLLEGE

Leonard LiefLibrary

LEHMAN COLLEGE



LEHMAN COLLEGE

LEHMAN COLLEGE



LEHMAN COLLEGE

LEHMAN COLLEGE

School of Arts& Humanities

School of Arts &Humanities

LEHMAN COLLEGE

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LEHMAN COLLEGE

LEHMAN COLLEGE

School of Education

School ofEducation

LEHMAN COLLEGE

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Leonard LiefLibrary

LEHMAN COLLEGE

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Like schools within Lehman College, departments within those schools should also use only approved logos and typography. Do not use both a school logo and departmental logo on the same design. When both could apply equally, choose the departmental logo only and use the name of the school in descriptive text.

Academic departmental logos may be shown in either all black, or all white. If in all white, you may show the logo on top of the color of the school it falls within or on the College’s primary blue and green.

ACADEMIC DEPARTMENTAL LOGOS:

ADMINISTRATIVE DEPARTMENTAL LOGOS:



Stacked

Stacked

School of Natural &Social SciencesSchool of Natural &Social Sciences


LEHMAN COLLEGE

LEHMAN COLLEGE



MediaRelations

LEHMAN COLLEGE



LEHMAN COLLEGE

LEHMAN COLLEGE



MediaRelations

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LEHMAN COLLEGE

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AlumniRelations

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Departmental Logos

Academic Affairs& Student Success


LEHMAN COLLEGEDIVISION OF



LEHMAN COLLEGEDIVISION OF

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Lehman College is a cultural and economic center in the Bronx and so there are various ‘other’ sub-brands besides academic and administrative departments. These may have their own logo.

Logos fall under the two categories below.

Entities that have their own logos include:

Other College Logos

Entities that are sub-brands of Lehman College include:

Contact Media Relations to discuss your logo or to obtain any of these approved logos.

Lehman Studios

AlumniAssociation

Lehman Studios

AlumniAssociation

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Lehman College Official SealUse of the seal is limited to the Office of the President and official College documents such as diplomas and certificates, at the discretion of the College President. The only acceptable color combinations are all white and the two seen below.

The shield should never be used without the wordmark, except for instances such as formal occasions that do not warrant the president’s seal. For example, an awards luncheon invitation.

When using the shield by itself, the Lehman College name must appear prominently nearby.

The only other instance where it may be used alone is officially sanctioned Lehman College social media accounts as a profile picture.

The wordmark should never be used alone.

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PMS 376CMYK 54 0 100 0 RGB 129 194 65 HEX #84BD00

CMYK 0 0 0 15RGB 220 221 222HEX # DCDDDE

Lehman Green

Gray

Lehman Blue

Yellow/Green

PMS 300CMYK 99 48 1 14RGB 0 103 166HEX #0061A0

PMS 389CMYK 25 0 100 0RGB 205 222 0HEX #CDDE00

Primary

Accent

Lehman College Color PaletteIn 2017, the Lehman College Primary blue and green, taken from the Lehman College Logo, were updated to slightly brighter tones so that they can be used freely in design for the College.

Accent colors may be used by any department along with primary colors. 15% black is a good choice for blocks of color, but any value of gray may be used. The yellow/green is best used for text that is shown on a blue or other dark background where the Lehman green might not be easily legible.

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PMS 194 CMYK 25 100 67 18RGB 161 28 64HEX # A21C40

PMS 1245 CMYK 8 41 100 0RGB 231 159 35HEX # E89F23

PMS 302 CMYK 100 74 40 32RGB 0 60 91HEX # 003C5B

PMS 550 CMYK 45 11 10 0 RGB 137 191 213 HEX # 89BFD6

PMS 326CMYK 86 2 41 0RGB 0 173 169 HEX # 00ADA9

PMS 342CMYK 96 34 81 27RGB 0 102 72 HEX # 006649

Lehman College Individual School ColorsIf used as the main color in a design, school colors may be used by their individual schools and the departments within them. There are certain uses where all six colors may be used in a design such as an annual report that includes the entire College.

See pages 8-9 for more details on color use by school or academic department.

School of Continuing & Professional Studies


School of Arts & Humanities

School of Education

Leonard Lief Library School of Natural & Social Sciences

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TypographyPrimary Print Typeface: Helvetica Neue is bold and classic, with strong ties to New York City. It comes in a number of weights, but should be limited to those shown below.

Helvetica Neue Light Helvetica Neue Light Italic

Helvetica Neue Roman Helvetica Neue Italic

Helvetica Neue Medium Helvetica Neue Medium Italic

Helvetica Neue Bold Helvetica Neue Bold Italic

If Helvetica Neue is not available, Arial font may be used as a substitute. Secondary Print Typeface: Electra has been identified for more formal materials such as invitations, stationery and business cards.

Ornaments for Formal Invitations: Hoefler Text

Electra Roman Electra Cursive

Electra Bold Electra Bold Cursive

Website TypographyThe font family used on lehman.edu is Akzidenz-Grotesk Std. For consistency, only this font may be used on the website, in varying weights.

In print and on the web, text should be left-aligned and “rag right”. This means text should not be justified on right and left.

Certain instances will call for centered text, and this is fine in moderation. A good example would be a short formal invitation or a headline.

Full Brand Expression

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Photography: PeopleLehman College has great people. Large, full bleed photos of them will help your audience connect with the content you are sharing. Choose photos of people including students, faculty and others that are:

» genuine » captured in the moment» interacting with other people or their environment when possible» taken with natural light when possible

Individual portraits should ideally be taken on campus with interesting visuals (buildings, greenery, public art, classrooms and other details) in the background, however the focus should generally be on the subject. In some cases, such as with alumni or student internships, photos may be taken off campus but with similar art direction in mind.

Whenever possible, caption photos with information about the subject as this will add useful context and further engage the reader.

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Photography: PlaceWith Gothic gargoyles, an Olmec head, a naval ship bell, a state-of-the-art greenhouse and buildings designed by top architects such as Marcel Breuer, there are no shortage of visually interesting places on and around the Lehman College campus.

Photos of these structures and their details should be used to highlight the uniqueness of this setting. Try to experiment with light and shadow when photographing, as this can completely change the mood of the photo.

Additionally, photos of Bronx and New York City architecture and landmarks may be used to accent your designs when the context of the city is relevant. In many cases, it might make sense to stylize these photos for added interest. Recommended styles are:

Black and White Duotone Bitmap Textures

OFF

CAM

PUS

ON

CAM

PUS

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Other Graphic ElementsDesigns sometimes need more to keep them organized and hierarchical.

Rule line in branded color (2pt or thicker)

Boxed TypeBox may be solid or have a thick (4pt. plus) rule. Do not obstruct large portions of an image with box. These boxes can appear in any of the brand colors.

GradientsGradients may be used sparingly to highlight elements such as boxes, lines and icons. Use colors from the approved palette.

Type Here

Ri volliae simos raector posandit, inctess invelle ndaecat asperum quos tib.

Keep accents to a minimum. “Less is more” and concise copy plus one bold image generally communicates emotion and information well.

Don’t forget to add Lehman.edu or your specific site link to your designs. When applicable, also add social media icons to encourage followers. Official icons available from Media Relations.

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A Bold ChallengeIn 2018, as Lehman College celebrated 50 years as a vital anchor institution in the Bronx, our College community took on a bold challenge—to double the number of high-quality degrees and certificates our students will earn by the year 2030, from a projected 45,000 to 90,000. Led by President José Luis Cruz, the initiative is called 90x30.

The 90X30 goal is to ensure that each of our community members can reap the benefits of the modern Bronx Renaissance.

In order to meet this goal, Lehman will increase admissions for both traditional undergraduates and certificate-seeking adults, enhance student support services to increase completion rates and reduce time to degree, hire more faculty and staff to accommodate additional students, and invest in online technologies and physical facilities.

This challenge is important for anyone creating marketing and communications materials to consider as they work.

90X30Contact Media Relations with questions or to request any of the graphics in this guide.

Documents

Brand Guidelines · Relations LEHMAN COLLEGE LEHMAN COLLEGE School of Natural & Social Sciences School of Natural & Social Sciences LEHMAN COLLEGE LEHMAN COLLEGE Biology DEPARTMENT