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Brand Guidelines
Interim edition: April 5, 2016
Contents
Role of the brand Brand story Your role Overview of transition timing
Our brand Introduction to our brandPositioningTone of voice
Identity system Our logoOur catalyst symbol Logo / Primary Logo / AlternatesLogo / Secondary Logo / Clearspace and minimum sizeLogo / What not to doColoursFonts
Brand architecture Our brand architecture Brand architecture systemLock-Ups and relationshipsLock-Ups and relationships contd.
Sample applications Social media icons Email signature StationerySample applicationLayout optionsVarious merchandise
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Role of the brand
Welcome!Thank you for taking the time to familiarize yourself with SAIT’s new brand. These guidelines cover all the basics you need to know about applying our positioning, identity and visual platform.
We have a compelling offer but one that too few people know or understand. Our opportunity is to grow our reputation with all audiences, and we’re looking forward to introducing SAIT to new audiences, and reintroducing SAIT to those who may not be familiar with the exciting, dynamic, world-class institution it has grown into.
A strong brand shapes how our audiences perceive us and is essential to attracting the best students, faculty, staff, partners and supporters. In a sector that grows more complex and competitive every year, we can’t afford to be complacent. We must compete not only for students but also for talent and support. This is why telling the SAIT story in a bold, compelling way is so critical.
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We are the shapers. The makers. The originals, driven by a passion for excellence and impact, for results that count.
This is our home… where we advance our know-how, energy and talents with relevant, action-based learning; solution-focused research; and enterprising collaborations with people and partners from around the globe.
This experience empowers us... to excel at our passions, to define best-in-class, and to shape new worlds as entrepreneurs, leaders and community builders.
This is our one-of-a-kind place… SAIT
Our brand story captures the kind of community voice that will help differentiate SAIT. It is an adaptation of our positioning, composed of friendlier language more appropriate for external communications.
Our brand story is not meant to be shared externally in marketing materials (publications, brochures, or web pages.) It is our framework for understanding and living our brand.
Brand story
5
Your role
These guidelines are an essential part of our toolkit for developing all SAIT marketing and communications materials. They address all the basics you need to know about managing our brand image, as well as provide practical examples on how to apply them.
As an institution of higher learning, we communicate with many audiences: prospective and current students, faculty, alumni, donors, businesses, governments and the media. Whatever their relationship with us, the fundamentals of the SAIT experience should always be consistent. This document shows how to apply SAIT’s brand positioning and visual identity to the materials we – or contract suppliers – create. It defines the use of our logo, graphic elements, images, colours and fonts. Following these guidelines will ensure that all our materials present the SAIT brand in a coherent way, no matter who creates them or when. Our goal is to build awareness and recognition of SAIT by maximizing the impact of all our marketing and communications.
To ensure best quality, use only the official logo digital artwork, available in multiple colour versions and in various formats.
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Overview of transition timing
As we launch our new brand, we are happy to provide available tools and resources.
Our timeline for release of materials is scheduled as follows:
• Interim brand guidelines to be sent to internal marketing contacts on April 5. A writing style guide will also be made available. An updated brand guidelines document is expected in the fall of 2016.
• The new font is a free font that we are working to install across campus. (It can also be downloaded from the web.)
• If you require a specific logo, please contact your marketing representative as listed in the following section.
• Photography guidelines are currently being developed.
Additional Resources and Contact info Individual schools and departments have been assigned a marketing team member to address any questions regarding the brand and application for the period of April to September, 2016. See below to find your representative.
School / Department
School of ConstructionSchool of Hospitality and TourismAthletics and RecreationAcademic Services
School of Information and Communication TechnologiesSchool of Manufacturing and AutomationAlumni and DevelopmentBookstoreStudent Services
MacPhail School of EnergySchool of Health and Public SafetySchool of TransportationEmployee Service
School of BusinessCorporate Development/ARIS/International CentreExecutive Management TeamLearner Services
Communications and Marketing Representative:
Ben Ryland, Marketing and Brand [email protected]
Stephanie Lockhart, Marketing and Brand Specialist 403.774.4646 [email protected]
Louise Neufeld, Manager, Marketing and [email protected]
Shirley Piersma, Manager, Marketing and [email protected]
For all other questions, please email [email protected].
Additional resources will be developed including a Frequently Asked Questions (FAQs) section on SAITNOW.
Trademark license agreement for logo use by a third party The SAIT logo is being officially trademarked to protect its image and usage. Due to trademark specifications and the need to uphold the logo’s image, the SAIT logo may not be released to any third party except by the Communications and Marketing department. The third party should contact the department at 403.284.7208 to request a Trademark License Agreement. The form should be completed and returned to the department by fax at 403.284.8884 or by email as a scanned PDF. The logo cannot be released until the completed form has been received.
7
Our brand
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Introduction to our brand
Our brand is the central idea that connects our vision – to be a global leader in applied education – to the experiences we deliver to our students, faculty, staff, alumni, partners and the communities we serve. Our brand positioning tells the story of what makes the SAIT experience so valuable and powerful – what we offer, how we behave, and how we engage our diverse stakeholders.
Blending our strengths with our hopes – our rich history with our powerful vision for the future – our new brand will contribute significantly to our reputation and help distinguish us from other institutions.
It’s about more than a logo; it’s about the value we create.
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Positioning
For shapers, makers and groundbreakers driven by a passion for excellence…
The relevance of SAIT’s action-based learning, solution-focused research and enterprising collaborations with people and partners around the globe…
Empowers individuals to excel in their careers as well as shape new roles as entrepreneurs, leaders and community builders.
Who we’re for: The needs and attitudes of our target audiences
What makes us different: The core elements that distinguishes us
Why it matters: Important benefits for our audiences
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Tone of voice
Our voice is not just about what we say but also how we say it. At SAIT, our writing style guide not only spells out key grammatical rules for SAIT materials, it also addresses our tone and manner. The tone of our voice should reflect our values and bring the spirit of the SAIT experience to life
Our voice should leverage SAIT current strengths…• Progressive, innovative approach to education• Bold, exciting, and inspiring• Problem solver, resourceful
And continue to build/enhance perceptions of…• Leader, big picture thinker, worldly, prestigious• Approachable, welcoming, passionate• Collaborative, entrepreneurial
Here are a few principles to keep in mind when crafting your communications as the “voice” of SAIT:• We’re smart communicators – clear, concise, well-organized and helpful. • We speak in first person plural (we) and second person (you) to personalize our communications. • We always answer the implicit “So what? Why should I care?” question with a benefit/rationale. • We capture readers’ imagination with vivid, concrete details.• We’re conversational… personal, welcoming, engaging. Avoid sounding institutional. • We’re engaging, inspiring… It sounds obvious but it’s important to convey the fact that we really care.
Enthusiasm is infectious.• We’re welcoming, inclusive… accessible, straightforward, easy to understand. Avoid confusing acronyms or terms
that are not easily understood.• Reflect SAIT’s resourceful, progressive worldly attitude. SAIT is not provincial. Promote its unique collaborations
and internationalism. • Reinforce SAIT’s leadership role. Celebrate firsts and innovative approaches.
Our goal is to tell a clear, coherent, and compelling story to the world about who we are, what we do and why we matter. Our voice is important in how we attract students, faculty and staff; how we interact with community partners; the way we communicate research projects and engage with alumni.
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Identity system
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Our logo
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Introducing...Our new brand identity – a powerful emblem of SAIT’s unique community and learning experiences. Each element of the identity is embedded with meaning:
Our catalyst symbolA catalyst ignites change. SAIT’s symbol is forged by five s-shape connectors that represent the people and relationships that define us:• Students• Faculty and staff• Alumni• Employers and partners, and• The diverse communities we serve
As the connectors weave together, they create a series of interlocking infinity symbols that reflect the breadth of our offerings and the world of opportunities SAIT enables.
The star that emerges at the heart of the symbol expresses our passion for excellence, as professionals and as a community.
SAIT’s international outlook and global collaborations are echoed in the spherical shape of our symbol.Our new brand identity captures the character attributes we want to reinforce in the SAIT experience.• Full of energy• Active and vibrant• Warm and welcoming• Dynamic, responsive, adaptable• Strong, confident, proud
Our catalyst symbol
cat·a·lystnoun
1: a substance that enables a chemical reaction to proceed at a usually faster rate or under different conditions (as at a lower temperature) than otherwise possible
2 : an agent that provokes or speeds significant Southern Alberta change or action
–Merriam-Webster Dictionary
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LogoPrimary
Our primary logo consists of two main elements – the Catalyst and the wordmark. A second variation, primary extended (far right), has been developed which uses the descriptor, Southern Alberta Institute of Technology, as part of the logo.
The primary logo will be used in most applications and is best displayed on a white background.
The primary extended logo is reserved for promotional materials that may be used or viewed outside Alberta and other special circumstances. If you are unsure which version to use please reach out to the appropriate marketing contact.
The full-colour primary logo should be used at all times unless there are production challenges or unavoidable situations. Options that can be used in these cases are shown on the next page.
Note: our design platform includes a proprietary design element that allows for the use of the full-colour logo over full-bleed images. This is shown on page 31.
Primary Primary extended
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LogoAlternates
In certain applications where the colour version of the logo can’t be used, a black and a red versionhave been created.
A white reverse version of the logo has also been created for those situations where the logo is placed on an image and the colour logo would be hard to see.
Note: the example on the far right is not a box but just shows the white logo on a red background.
Alternate: red Alternate: black Alternate: white
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LogoSecondary
The secondary logo has been developed for horizontal application. It should only be used in scenarios where the primary logo does not work.
Note: the lower example is not a box but just shows the white logo on a red background.
Primary Primary extended
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LogoClearspace and Minimum Size
“X” equals the width of the letter “I” in the word SAIT.
Clear space is equal to twice the width of the letter “I” in the logo and must be maintained around the entire perimeter.
The same spacing specification applies to the extended versions of the logo that include the descriptor, Southern Alberta Institute of Technology.
Minimum Size
Minimum Size
36 pixels0.5 inches
54 pixels0.75 inches
Clearspace
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LogoWhat not to do
The integrity of the logo should not be compromised by changing any of the individual elements. The font should not be changed, the relationships should be retained and avoid any kind of distortions.
• Do not use a different typeface for the wordmark.
• Do not change the size of the symbol in relation to the wordmark.
• Do not change the order of colours in the symbol.
• Do not stretch the logo.• Do not change the relationship
between the symbol and the wordmark.
• Do not modify or remove the shadows of the coloured logo.
• Do not draw a box around the logo.
19
Colours
Pantone: 485cHex/HTML: DA291Cr: 218 g: 41 b: 28c: 0 m: 95 y: 100 k: 0
Pantone: 259cHex/HTML: 6D2077r: 109 g: 32 b: 119c: 67 m: 100 y: 4 k: 5
Pantone: 299cHex/HTML: 00A3E0r: 0 g: 163 b: 224c: 86 m: 8 y: 0 k: 0
Pantone: 187cHex/HTML: A6192Er: 166 g: 25 b: 46c: 7 m: 100 y: 82 k: 26
Pantone: 300cHex/HTML: 005EB8r: 0 g: 94 b: 184c: 99 m: 50 y: 0 k: 0
Red has been the defining colour for SAIT. As part of its heritage, blue also played a role. We’ve complemented our heritage colours with more energizing hues to reflect our diversity, adaptability and innovation.
Primary
Secondary
20
Font
Modern, bold typography energizes our visual expression. Details count. The SAIT wordmark includes proprietary detailing on the upward stroke on the letter “A” to project our future-forward attitudes. It was created using the font Klavika.
However, all other material uses Titillium, a distinct font with a very broad family of weights and styles.
For documents (such as Powerpoint and Word) that may be shared with others who may not have Titillium on their devices, Verdana can be used as the alternate font.
Titillium Regular & Titillium Italic
Titillium Bold & Titillium Bold Italic
Verdana Bold & Verdana Bold Italic
Titillium Black
Titillium Light & Titillium Light Italic
Titillium Semibold & Titillium Semibold Italic
Verdana Regular & Verdana Italic
A B C D E F a b c d e f1 2 3 4 5 6 7 8 9 0
A B C D E F a b c d e f1 2 3 4 5 6 7 8 9 0
ABCDEF abcdef1234567890
ABCDEF abcdef1234567890
A B C D E F abcdef1234567890
A B C D E F a b c d e f1 2 3 4 5 6 7 8 9 0
A B C D E F a b c d e f1 2 3 4 5 6 7 8 9 0
ABCDEF abcdef1234567890
ABCDEF abcdef1234567890
ABCDEF abcdef1234567890
ABCDEF abcdef1234567890
ABCDEF abcdef1234567890
ABCDEF abcdef1234567890
Titillium Thin & Titillium Thin Italic
A B C D E F a b c d e f1 2 3 4 5 6 7 8 9 0
A B C D E F a b c d e f1 2 3 4 5 6 7 8 9 0
21
Brand architecture
22
Our brand architecture
Brand architecture allows us to clarify the relationships across SAIT’s many parts.
Brand architecture is an important strategic tool that:
• Supports an integrated positioning across all of SAIT
• Reduces costs and optimizes the impact of finite resources (e.g. marketing and communications)
• Simplifies internal processes and streamlines decision-making
• Reduces complexity by making SAIT easier to understand and navigate
• Ensures SAIT isn’t “competing” with itself
• Ensures that distinctions, where necessary, are meaningful and coherent
The following guidelines and principles will guide future decisions about how we visually identify various SAIT entities.
Key principles:
• Keep it simple. Avoid unnecessary complexity.
• Lead with one SAIT brand in all marketing and communications.
• Differentiate primarily through messaging.
• Reduce costs and environmental impact by avoiding needless customization.
• Be inventive with the right things (e.g. imagery and experiences)
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Brand architecture system
Role: Institutional identifier
• Trademarked
• Official SAIT representation
Visual: Primary logo
Masterbrand
Role: Identifies areas that are central to SAIT’s academic and administrative functions:
• Academic units |
• Non-academic units and support functions
Visual: formal “lock-ups” with the masterbrand such as the School of Business or Alumni
Unit identifiers
Role: Strategically important events, initiatives or programs that:
• play a key role in achieving SAIT’s strategic goals
• Represents a significant investment for SAIT
Visual: adaptation of masterbrand such as the Centennial program (SAIT 100)
Program Identifiers
Role: Strategically important entities that:
• serve unique audiences or role (e.g. Trojans, living classrooms)
• may have a distinct business model, ownership or public-facing role
• may represent important investments or revenue opportunities
Visual: graphically distinct but still clearly connected to SAIT masterbrand through clear endorsement or context such as Trojans or Culinary Campus
Sub-brand Identifiers
Role: An entity that operates at arms-length from SAIT because:
• It is not entirely controlled by SAIT (e.g. has multiple partners; a separate board or funding)
• Is outside SAIT’s core activities (no strategic alignment)
• Addresses an audience with no overt SAIT links
• Involves legal or strategic constraints (e.g. consortia)
Visual: no obvious SAIT connection
Example: Wedding services
Independents
24
Lock-ups and relationships
Scho
ol o
f Bus
ines
s
Mac
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l Sch
ool
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nerg
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Scho
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ufac
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gan
d Au
tom
atio
n
Scho
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d Pu
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Safe
ty
Scho
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pita
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and
Tour
ism
Scho
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Scho
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stru
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n
Scho
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f Inf
orm
atio
n an
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mm
unica
tions
Te
chno
logi
es
School of Business
School of Manufacturingand Automation
School of Transporation
MacPhail School of Energy
School of Construction
School of Information and Communications Technologies
School of Health and Public Safety
School of Hospitality and Tourism
The school lock-ups are shown on the right. They consist of the full-colour primary logo with the name of the school adjacent to it.
We want to provide as much flexibility as possible while retaining a consistent approach. There are two options that are equally acceptable – vertical and horizontal.
Note: the font for the schools is Titillium Regular.
Vertical options
Horizontal options
25
Lock-ups and relationships
Bachelor of Business Administration
Welding Engineering Technology
Scho
ol o
f Bus
ines
sSc
hool
of M
anuf
actu
ring
and
Auto
mat
ion
Scho
ol o
f Hea
lthan
d Pu
blic
Safe
tySc
hool
of C
onst
ruct
ion
Bachelor of Science: Construction Project Management
Medical Device Reprocessing Technician
School of Business
Bachelor of BusinessAdministation
School of Manufacturingand Automation
WeldingEngineeringTechnology
School of Health and Public Safety
Medical DeviceReprocessingTechnician
School of Construction
Bachelor of Science: Construction Project Management
Programs do not require a formal lock-up with the identity and school. However, if you do wish to create materials that identify the program in a formal manner the following structures should be followed.
Note: the font for the programs in the vertical option is Titillium Light. On the horizontal option it is Titillium Bold.
Vertical options
Horizontal options
26
Sample applications
27
Social media icons
The following design options may be used in social media.
The vertical red bar with the wave is not to be used with the school name as the name will appear beside it on the social page or post. This version is only to be used for schools and departments and not for the main SAIT social accounts.
For Instagram, the red logo option is the best application.
For questions about usage, please contact:Nicole IngwersenDigital Communications Strategist (Social Media)[email protected]
Construction Transportation
Construction Transportation
Facebook Instagram
28
Email signature
There are two options for the email signature, one includes the primary logo which is preferred and the other one does not. Both options are acceptable.
John SmithTitle, Department Southern Alberta Institute of TechnologySenator Burns Building N1041301 - 16 Avenue NW, Calgary AB, T2M 0L4 (Office) 000.000.0000 (Cell) [email protected]
John SmithTitle, Department Southern Alberta Institute of TechnologySenator Burns Building N1041301 - 16 Avenue NW, Calgary AB, T2M 0L4 (Office) 000.000.0000 (Cell) [email protected]
Primary version
Secondary version
29
Stationery
Southern AlbertaInstitute of Technology1301 16th Avenue NWCalgary, AlbertaCanada T2M 0L4
Toll-free: 1.877.284.7248
sait.ca
John Smith Degree
TitleDepartment
Southern AlbertaInstitute of Technology1301 16th Avenue NWCalgary, Alberta T2M 0L4Canada
sait.ca
T 000.000.0000C 000.000.0000F 000.000.0000
Stationery shown at 50% size.
30
Sample application
Prepare for a strong startin your chosen programor get the details youneed to make a decisionabout your future.Program-specific information sessionsare open to anyone interested.
sait.ca
A key part of the design platform is the look and feel of the vast range of marketing materials that SAIT produces. With the intention to use the full-colour primary logo as much as possible, a proprietary graphic device has been developed so that it can be placed over full-bleed images. This is a flexible system with a specific number of alternatives which are shown on the next page.
31
Layout options
To maximize flexibility when designing material, we have developed several options for how to display the primary full-colour logo on a full-bleed image. All are acceptable and can bring variety to the design system.
32
Variousmerchandise
Approved
Approved With Changes
Not Approved
signature
NOTE: Image is for illustrative purposes only. Please reference stated logo dimensions, PMS colors (If applicable) and logo placement information when approving this proof.
Actual product specs and color may vary from final product. Items do not appear actual size.
PO#281631 (M4442367)BRANDALLIANCE INC/CALGARYJaime Jeffrey5774 10TH STREET NECALGARY, AB T2E 8W7
Quantity: 2600 P2353933Art Number: 8291074 Size: L 4.12" x H 6"Imprint Method: PhotoGrafixx - 4Imprint Location: Centered on Front PocketColors: Process Yellow,Process Magenta,Process Cyan,Black
2150-20BK - Non-Woven Gift Tote
PO#281631 (M4442367) PPF# 2353933
Please Approve/Not Approve, Sign and return to Leed's
ARTWORK VERIFICATION PROOF Page 1
IMPORTANT ADVISORY SETUPSPlease read everything carefully. Be sure to verifyfor any typos, graphical errors etc. Your approvalindicates that you have checked and accepted theart as is. By accepting you release DEBCO fromany liability.
The first artwork revision is free of charge.Subsequent revision requests are subject to a$21.45(E) charge per revision.
All setups and additional running charges apply asper our catalogue/website. Please contact youraccount manager.
Customer ID: BRIANSHIPC Product Code: CU1703Name: SHIPPAM & ASSOCIATES INC. Color: WHITEPO NUMBER: 56020-1 In Hand Date
PREPRO ASAPDIGITAL PRE PRO ASAP- FULLORDER IN HAND 03.31.2016
Order Number: O0800460-00001 Quantity: 100
[ ] APPROVED! Don't change a thing!
[ ] Change as noted and send REVISED PROOF
We prefer that you click on the link provided in the email toapprove or reject your proof. If this is not possible, you mayrespond by fax.
Location: VERTICALLY POSITIONED SIDE CENTERED (CU1703) ITEM 1 (O0800460)Method: HDREADYImprint Colour: 4 COLOR PROCESS
HD READY imprints cannot be pms# matched as they are digitally printed.
The virtual is for a visual reference ONLY. It does not depict the true nature of the imprint color NOR the imprint location asit is not to scale.
Actual Width: 1.278 inches Actual Height: 0.35 inches Art Shown at 200 %
Located on VERTICALLY POSITIONED SIDE CENTERED
Diagram is not to scale, for positioning only.
Approved
Approved With Changes
Not Approved
signature
NOTE: Image is for illustrative purposes only. Please reference stated logo dimensions, PMS colors (If applicable) and logo placement information when approving this proof.
Actual product specs and color may vary from final product. Items do not appear actual size.
PO#281631 (M4442367)BRANDALLIANCE INC/CALGARYJaime Jeffrey5774 10TH STREET NECALGARY, AB T2E 8W7
Quantity: 1000 P2353934Art Number: 8291091 Size: L 8" x H 2.19"Imprint Method: PhotoGrafixx - 4Imprint Location: Centered on FrontColors: Process Yellow,Process Magenta,Process Cyan,Black
2150-02BK - Budget Non-Woven Shopper Tote
PO#281631 (M4442367) PPF# 2353934
Please Approve/Not Approve, Sign and return to Leed's
We have developed some initial merchandise. Look for more coming soon.
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