LOCK HAVEN UNIVERSITY BRAND AND IDENTITY … LOCK HAVEN UNIVERSITY BRAND AND IDENTITY GUIDELINES A guide to the standardization of usage and trademark protocols for Lock Haven University

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LOCK HAVEN UNIVERSITY BRAND

AND IDENTITY GUIDELINES

A guide to the standardization of usage and trademark protocols for Lock Haven University

Lock Haven University Brand and Identity Guidelines | Questions? 570-484-2323

www.lockhaven.edu/universityrelations

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CONTENTS Introduction…………………………………………2

Mission and Vision…………………………………3

University Logo……………………………………..4

University Logo: Correct Use……………………..5

University Logo: Incorrect Use…………………..6

University Logo: Sub-branding………………….7

Admissions Logo…………………………………...8

Athletic/Student Organization Logo..…………..9

Mascot………………………………………………10

University Seal…………………………………….11

University Colors………………………………….12

Typography………………………………………...13

Stationery: Letterhead………….………………..14

Stationery: Envelopes………………...………….15

Stationery: Business Cards & PowerPoint…....16

Employee Email Signature……………………...17

Employee Email Signature Guidelines……......18

University Tagline……………………………......19

State System of Higher Education…………......20

The Lock Haven University Division of University

Relations has prepared this guide as a means of

establishing official policy and standards for the use of

university trademarks and the text of Lock Haven

University publications, stationery, the web, and other

applications.

It is the responsibility of each person to see that usage and trademark protocols are followed for all

communications. In the event that you require clarification or assistance, please contact University

Relations

570-484-2323, [email protected], www.lockhaven.edu/universityrelations



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Introduction To thrive in the highly competitive higher education market it is imperative that we convey the Lock Haven University name clearly,

consistently, and prominently across all communication platforms.

As a University community we must work together to ensure that communications from every college, department, and office arise from a

clear and uniform voice, thus promoting the Lock Haven University brand with continuity to all prospective students and stakeholders.

The purpose of this guide is to provide detailed standardized usage

guidelines for Lock Haven University brand assets. Following these guidelines will establish a uniform brand recognition and awareness

which is crucial to our continued success as a public institution committed to providing our students a high-quality, affordable

education.

University Relations

University Relations 10 Susquehanna Avenue

Lock Haven, PA 17745 570-484-2323

[email protected] www.lockhaven.edu/universityrelations



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Mission and Vision

Lock Haven University Mission Statement Lock Haven University offers an excellent and affordable education characterized by a

strong foundation in the liberal arts and sciences for all students, majors in the arts and sciences, and a special emphasis on professional programs. All programs are enhanced with

real-world experiences and co-curricular activities that enable students to realize their full potential. In close personal interactions with faculty who are passionate about teaching,

students are challenged to develop their minds and skills in order to be responsible citizens and to succeed in a global and technologically advanced society.

Lock Haven University Vision Statement

Lock Haven University will be nationally recognized for transforming students’ lives by providing:

A welcoming and inclusive community of supportive faculty and staff that prioritizes the well-being and intellectual life of our students and also challenges them to ever-greater success.

An immersive, high-quality academic learning environment that combines traditional, interdisciplinary, and professional experiences in and out of the classroom.

A strong academic foundation that promotes the collaboration, innovation, and

critical thinking necessary for navigating and succeeding in an ever-changing world.

An engaging community with a diversity of cultural perspectives that encourages students to be responsible global citizens.

A commitment to public service as a resource for personal, educational, cultural, and economic development for the region and state.



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University Logo The Lock Haven University logo is the single most important element of our brand identity. The distinctive mark creates a visual expression of the institution and enforces our stated identity.

The University logo is also the official identifying mark of the University and must be used on all university publications in order to establish a continuity of brand, image, and identity.

The primary logo is available for digital download in pantone crimson (shown right), or in a reverse (white) Primary logo-positive format

format for use on dark backgrounds.

In cases where the logo will be displayed in a horizontally oriented format, such as a heading, the secondary Secondary logo-positive format header logo may be used. However, the primary University logo is considered the preferred logo

for general usage.

The logo artwork should never be redrawn or redesigned for any application. To assure prominence and legibility, maintain a strong contrast between the logo and background.

Please note that as of 2017, Lock Haven University has ceased use of the tagline “Embrace the Possibilities.” Usage

of the logo with the old tagline is considered a brand violation. For more information about the current tagline, please see page 19.



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University Logo: Correct Usage Size and Spacing

The logo must be at least .5” in height.

.5”

There is a restricted area surrounding the logo. No text or images may appear within this

space.

.25”

.25” .25”

.25”

Legibility

The logo needs to be legible when printed on or reversed out of photographs, designs, or screened backgrounds.



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University Logo: Incorrect Usage

Following are several examples of inappropriate use of the University logo. The Lock Haven University logo is a standalone design element, meaning it must appear separate from all other elements in every application.

To ensure clear messaging and brand identity it is essential that no words or images crowd, overlap, or merge with the logo. In addition, the logo is a registered trademark and may never be cropped, stretched, or altered in any way.

Never crop Never angle or rotate

Never stretch or skew Never change colors

Never apply graphic effects

Never apply graphic effects Never alter the design in any way Athletics

Athletics



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University Logo: Sub-Branding

Lock Haven University has a number of specific sub-brands which are approved by University Relations. These sub-brands are designated where the name of the unit has a high value with the core target audience.

Offices and departments should not attempt to create their own sub-brand based on their unit name.

All sub-brands must be either created or approved by University Relations.

Examples of approved sub-brand logotypes are shown below.

Department and office sub-branding Branch campus sub-branding

Branding for named colleges will follow the format below.



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Admissions Logo The Lock Haven University office of admissions utilizes logos separate from the official University logo. Such logos are used solely for marketing and recruitment purposes. Admissions logos, such as those displayed below, are meant only for the use of LHU admissions.



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Athletics & Student Organization Logo Lock Haven University’s logo was designed for the athletics program and sports teams for use in publications, on uniforms and apparel, and the web. The logo may also be used by LHU student clubs and organizations. By following these guidelines, a consistent recognition and awareness of the logo will be created.

Use: The logo below is only for use by LHU Athletics and LHU student clubs and organizations. Any use of the logo for purposes outside of those listed is strictly prohibited. The logo may not be altered in any way and proper proportion must be maintained. All logos must be used with a margin no less than ¼” between the logo and nearest graphic element.

Two forms of the logo are shown below. One denotes Athletics as a whole, or a specific team, club, or group. The other is a generic Athletics/Student Organization logo. A positive and reverse format of the logo are available for use.

Athletics Use: Please contact Doug Spatafore to acquire either the generic Athletics logo, LHU Athletics logo, or a specific team logo in a positive or reverse format.

Approval: Samples of logo use, color palette, and uniforms must be approved in writing by the Director of Sports Information and Marketing prior to use.

Director of Sports Information and Marketing: Doug Spatafore Phone: (570) 484-2350 Email: [email protected]

LHU Athletics & Student Organization logos

Student Clubs and Organizations Use: Please contact Tyler Rumsey to acquire either the generic logo, or a specific club or organization logo in a positive or reverse format.

Approval: Samples of logo use and color palette must be approved in writing by the PR Associate prior to use.

PR Associate Tyler Rumsey

Phone: (570) 484-2323 Email: [email protected]

mailto:[email protected]?subject=



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University Mascot Lock Haven University’s mascot is the Bald Eagle and must always be referred to as such. Our mascot is named Talon. Lock Haven University Athletics adopted the Bald Eagle as its mascot in October of 1937 after a vote by the student body. It is a fitting name and mascot given the proximity to the Bald Eagle Mountain, Bald Eagle Valley and Bald Eagle State Park, as well as the fact that the area is home to a number of wild and native Bald Eagles.

Any reference to LHU’s mascot by a name other than Talon is a

brand violation.

LHU Mascot-Talon



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University Seal Lock Haven University’s official seal is meant to function as a stamp of validation—not as a logo—and is reserved for certain official documents and publications including diplomas, honorary degrees, institutional certificates, and special awards.

The seal may only be used on the official documents mentioned above or on any correspondence from the Office of the President. In every circumstance, the office of University Relations must approve the use of this seal.

Because of the detail contained within the University seal, it should only be used in circumstances that ensure clear reproduction of the detail. It should not be printed smaller than 1”.

University seal color palette

The University seal should only be reproduced in one of the following identifying colors: PMS Black or PMS207. Metallic gold foil is also acceptable.

Please see page twelve for more information about University colors.



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University Colors Lock Haven University’s official colors are crimson and white. Gray is often used as an accent color within the primary color palette. Due to the differences inherent in printing processes, paper stocks, and screen calibration, maintaining consistent color matches often proves difficult.

The ink-matching system known as Pantone® Matching System or PMS® provides color matching standards. In any printing situation, the PMS, RGB, or CMYK (4-color process) equivalents (shown right) should be used to specify ink colors.

Secondary colors should be reserved for accent elements only. Black and bleached cedar are the preferred colors for body text to maximize legibility.

Some special exceptions to these colors may be extended for promotional and specialty items. Please contact University Relations for guidelines.

Primary Color Palette Pantone RGB CMYK HEX

Crimson PMS 207 165 0 52 5 100 48 22 #a50034

Gray PMS 420 199 201 199 6 4 7 13 #c7c9c7

White N/A 255 255 255 0 0 0 0 #FFFFFF

Secondary Color Palette (accent colors only)

Pantone RGB CMYK HEX

Bleached Cedar N/A 40 26 53 25 51 0 79 #281A35

Riptide N/A 148 230 216 36 0 6 10 #94E6D8

Givry N/A 251 232 215 0 8 14 2 #FBE8D7

Pine Cone N/A 93 82 77 0 12 17 64 #5D524D

Mercury N/A 225 225 225 0 0 0 12 #E1E1E1

Red N/A 255 0 0 0 100 100 0 #FF0000

Black N/A 0 0 0 0 0 0 0 #000000



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Typography Consistent typography is the foundation for a successful identity system. When used consistently, the typeface becomes synonymous with the organization. In the event Roboto Condensed or Droid Serif cannot be used, Arial or Times may be substituted as necessary.

The approved font families should be employed for all University communications— including email.

Roboto Condensed Family

Roboto Condensed Light

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 $%& (.,:#!?)

Roboto Condensed Light Italic


Roboto Condensed

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890 $%& (.,:#!?)

Roboto Condensed Italic



1234567890 $%& (.,:#!?)

Roboto Condensed Bold



1234567890 $%& (.,:#!?)

Roboto Condensed Bold Italic



1234567890 $%& (.,:#!?)

Droid Serif


ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 $%& (.,:#!?)

Droid Serif Italic


ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 $%& (.,:#!?)

Droid Serif Bold

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890 $%& (.,:#!?)

Droid Serif Bold Italic


Roboto Condensed and Droid Serif are free Google Fonts.

For download instructions visit:




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Stationery: Letterhead Lock Haven University’s stationery package includes letterhead, envelopes, and business cards. These elements serve as key touch points and enhance brand consistency.

Correspondence written on Lock Haven University stationery implies an official message from the writer and Lock Haven University. Because they are official documents, a standard format has been developed for letterhead.

Printing: All letterhead components may be ordered through the LHU Duplicating department. It is strongly recommended that all orders for letterhead, envelopes, and business cards be placed through LHU duplicating. For questions about large orders, please contact duplicating.

Letterhead can be ordered in standard (8.5 x 11).

To order stationery please contact the office at [email protected], (570) 484-2224.

Electronic Letterhead: University and customizable department letterhead templates are available for download. Contact [email protected], (570) 484-2323 with questions.

Department Stationery University Stationery



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Stationery: Envelopes Printed envelopes may be ordered from the LHU Storeroom. They contain the primary University return address—401 North Fairview Street. Envelopes are printed on white smooth stock and brown craft stock. As with all stationery components, envelopes are printed in either black or PMS 207 ink.

Customized envelopes may be ordered using cost code information. For more information please contact the LHU Storeroom [email protected] (570) 484-2368.

Envelopes can be ordered in any of the following sizes:

#9 Plain Envelopes (white) # 9 Business Reply (white) #10 Standard with or without window (white) LHU Permit 92-postage paid (white) 6 ½ X 9 ½ (brown craft) 9 X 12 (brown craft) 10 X 13 (brown craft) 10 X 15 (brown craft)



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Stationery: Business Cards

Lock Haven University business cards have been designed for customized contact information by individuals employed by Lock Haven University. A standard horizontal format has been developed including the University logo and the layout should not be modified in any way.

Business cards produced by LHU Duplicating are printed 10 per sheet on perforated cardstock. Enter your information to the business card template (available for download) and contact LHU Duplicating, [email protected], (570) 484-2224, to order.

Business cards may also be obtained through outside vendors, so long as they follow the format below.

PowerPoint Template A PowerPoint template has been designed for use in University presentations. While the PowerPoint is customizable, the header content should not be altered in any way. It is acceptable to remove the header from slides, apart from the opening slide, which require more space for content. It is available for download.



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Employee Email Signature To create a consistent brand experience, Lock Haven University employees will adhere to a standardized email signature, as shown below. The signature offers the following benefits:

1. Reduced number of copy lines and font size offers the potential to reduce paper waste.

2. Gray font color reduces the amount of toner (on black and white printers) required to print the signature.

3. Enhanced message readability—especially when reading through long chain emails.

Employee Name | Employee Title

Employee’s Department Name

Lock Haven University

Optional Campus Address

401 North Fairview Street, Lock Haven, PA 17745

Phone: 000-000-0000 | [email protected] | www.lockhaven.edu

Usage Guidelines

Font color for most of the signature will be gray (R: 95, G: 95, B: 95) with the exception of

employee name and links which will be black (R: 0, G: 0, B: 0) and the University name which will appear as (R: 165, G: 0, B: 52). Emails should be written with official typography.

First Line: Name will appear in Arial bold (12 pt. for Mac users, 10 pt. for PC users) with title in plain face.

Second Line: Optional department name in Arial italic (12 pt. for Mac users, 10 pt. for PC users)

Third Line: Lock Haven University will be Arial BOLD

Fourth Line: Optional Campus Address –OR-

Fifth Line: 401 North Fairview Street, Lock Haven, PA 17745 (Note that lines D-G will appear in Arial (12 pt. for Mac users, 10 pt. for PC users)

Sixth Line: Employee’s office phone, email (with new domain @lockhaven.edu), and university web link (www.lockhaven.edu)

A

B

C

D D

E

F

A

B

C

D

E

F

mailto:[email protected]

http://www.lockhaven.edu/



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Employee Email Signature Standards and Guidelines:

Background colors on emails are prohibited

No other colors/graphics/logos may be used in the signature. This helps reduce the demand on our email system.

Non-University related content (quotes/jokes/philosophy/external promotions, etc.…) are prohibited in the signature.

The employee email signature is available for download on both Mac and PC.

Download Instructions:

1. Visit the Style Guide downloads page

2. Click Email Signature Template

3. Copy and paste template into your email signature

4. Customize the template according to the instructions on page 17



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University Tagline The Haven Advantage

Lock Haven University’s tagline—The Haven Advantage—serves as the embodiment of the combined opportunities, experiences, and benefits students enjoy during their

time at LHU, and as alumni. The launch of the new tagline replaces all use of “Embrace the Possibilities.”

In today’s increasingly competitive higher education marketplace it is imperative

that we convey The Haven Advantage in a compelling and consistent manner that will define LHU in the minds of prospective students.

The phrase itself is a tagline, but the meaning behind it conveys the many nuanced advantages students realize during their time at the University. The overarching

purpose is to spread the message/meaning across LHU’s entire marketing platform by incorporating it into all communications from print to web to social media to

video and advertising.

To submit your Haven Advantages, please email [email protected].



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State System of Higher Education The Pennsylvania State System of Higher Education also has style guidelines for communication, which are available at passhe.edu. Please consult those guidelines before communicating with your audience.

Publication Guidelines

Lock Haven University publications include all forms of printed material produced by the University for students, prospective students, faculty, alumni, parents, friends, the media, and the general public.

All publications and websites must include the following items:

The Lock Haven University logo

The University website: www.lockhaven.edu

This line: “Lock Haven University is an Affirmative Action/Equal Opportunity Institution.”

Documents

LOCK HAVEN UNIVERSITY BRAND AND IDENTITY … LOCK HAVEN UNIVERSITY BRAND AND IDENTITY GUIDELINES A guide to the standardization of usage and trademark protocols for Lock Haven University