BRAND STYLE GUIDE
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1 BRAND STYLE GUIDE
2 3 VISION 4 OVERVIEW 5 VISUAL IDENTITY 6 LOGOS & SYMBOLS Logo Family Logo Use (Spacing/Sizing) Inappropriate Use 11 COLOR PALETTE Primary Palettes Secondary Palettes 14 TYPE STYLE Fonts (Print & Digital) 16 GRAPHIC ASSETS Patterns Style Recommendations 19 BRAND VOICE 21 IMAGE STYLE Photography Video 2
3 VISION The Holy Spirit calls Luther Seminary to lead faithful innovation for the sake of the Gospel of Jesus Christ in a rapidly-changing world. 3
4 The Luther Seminary brand style guide brings consistency to the way we communicate. Our colors, typography, visual style, and voice all work together to create a consistent, personal and unique identity for Luther Seminary. These brand guides help to inform and inspire how we communicate. The Luther Seminary brand should feel personal and unique, yet consistent, so that our audience recognizes who we are. The Luther Seminary brand should be forward-looking, innovative, inspiring, and vibrant. 4
5 Visual Identity SEMINARY LOGO INSTITUTIONAL SEAL USAGE Academics Recruiting External Facing USAGE Presidential Institutional Ceremonial COLORS COLORS TYPOGRAPHY Averta Std Light Averta Std SemiBold Averta Std Black TYPOGRAPHY Averta Std Light Averta Std SemiBold Averta Std Black 5
6 Logos & Symbols 6
7 Logos OUR FAMILY OF LOGOS, ICONS, SEALS AND SYMBOLS Luther Seminary has three primary brand identifiers. On the following pages you will find recommended usage and application for each of these elements. [SEMINARY LOGO] [LS ICON] Seminary Logo LS Icon Institutional Seal [INSTITUTIONAL SEAL] 7
8 Logos SEMINARY LOGO The Seminary logo should be used on all Luther Seminary publications, websites and e-communications, and materials. [SEMINARY LOGO] The secondary mark to the Seminary logo is the Seminary "LS" icon. This icon can be used as a graphic element or in some instances, in place of the Seminary logo. Only the original electronic files from Luther Seminary should be used; the logo should never be recreated or altered. [SEMINARY ICON] 8
9 Logos SIZE & SPACE The logo looks best when used at a size appropriate for the medium. The logo should be used at a size at or larger than 0.5 inches in height. The "LS" icon should be used at a size at or greater than inches in height. The Institutional Seal should be used at a size at or larger than 0.75 inches in height. In order to protect the integrity of the logo, white space needs to be maintained around the logo perimeter. Avoid placing text and/or graphics immediately adjacent to or intersecting the logo. No matter what size you're using the logo, leave a space around the logo equal or greater than the height/width of the X (see illustration at right). ACTUAL SIZE APPLICATION FOR VISUAL REFERENCE MINIMUM HEIGHT =.5 MINIMUM HEIGHT =.375 MINIMUM HEIGHT =.75 SAFE ZONE = X = HEIGHT OF M CHARACTER IN LOGO 9
10 Logos INAPROPRIATE USE The name Luther Seminary, and its logo, icon or seal should always be used to support its image and reputation. [DO NOT CHANGE COLORS] Luther Seminary [DO NOT CHANGE FONTS OR TYPEFACES] Examples of inappropriate use include, but aren t limited to, the use of the Luther Seminary logo in connection with alcoholic beverages, unofficial social media accounts, tobacco products, sexually oriented products or services, political parties or organizations, gaming or games of chance, or firearms. [DO NOT RECONFIGURE LOGOS AND ICONS] [DO NOT USE LOGO ON A SIMILAR COLORED BACKGROUND] Additional examples of inappropriate use are outlined to the right. [DO NOT STRETCH OR SKEW] [DO NOT APPLY GRADIENTS OR DROPSHADDOWS] SUMMER LEAGUE [DO NOT ADD OR REMOVE COMPONENTS TO/FROM THE LOGO ] [DO NOT USE LOGO ON BUSY OR DISTRACTING BACKGROUNDS] 10
11 Color Palette 11
12 Colors COLOR PROFILES The official colors of Luther Seminary are maroon (Pantone 201), gray (Pantone Warm Gray 11) and gray (Pantone Cool Gray 9). A wider color palette exists to add depth and energy to the Luther Seminary identity. The following colors are the only colors to be used on publications, materials, and the website. Tints of these colors, as well as black and white, are also acceptable. Please use the exact PMS colors (for print) or hex colors (for web) and avoid trying to match colors based on what you see on a computer screen or office printer. The appearance of the colors will vary widely on different media; using the PMS and hex colors will ensure accuracy. PANTONE 201 C CMYK: 7 / 100 / 68 / 32 RGB: 157 / 34 / 53 HEX: #9D2235 PANTONE WARM GRAY 11 C CMYK: 26 / 36 / 38 / 68 RGB: 110 / 98 / 89 HEX: #6E6259 PANTONE COOL GRAY 9 C CMYK: 30 / 22 / 17 / 57 RGB: 117 / 120 / 123 HEX: #75787B 12
13 Colors SECONDARY COLORS The secondary colors, which compliment the primary palette, should be used as accents or points of contrast. PANTONE 172 C CMYK: 0 / 73 / 87 / 0 RGB: 250 / 70 / 22 HEX: #FA4616 PANTONE 637 C CMYK: 62 / 0 / 8 / 0 RGB: 78 / 195 / 224 HEX: #4EC3E0 PANTONE 122 C CMYK: 0 / 11 / 80 / 0 RGB: 254 / 209 / 65 HEX: #FED141 PANTONE 381 C CMYK: 25 / 0 / 98 / 0 RGB: 206 / 220 / 0 HEX: #CEDC00 PANTONE: Black 6 C CMYK: 100 / 79 / 44 / 93 RGB: 16 / 24 / 32 HEX: #
14 Type Style 14
15 Type Style PRINT We recommend the use of these fonts for all printed material. Aa Averta Std Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Aa Averta Std Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz DIGITAL Luther Seminary digital communications uses Poppins or Verdana as the primary and secondary digital typefaces. Aa Averta Std Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Aa Averta Std Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz DIGITAL USE Aa Poppins ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Aa Verdana ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
16 Graphic Assets 16
17 Graphic Assets PATTERNS The visual identity of Luther Seminary is distinguished through the use of various graphic elements, including iconography and patterns. These elements help represent Luther Seminary in support of the logo and identity system. Note: The flame pattern and color combination of green and gray is reserved for use by the Innovation Leadership Team only. 17
18 Graphic Assets STYLE RECOMMENDATIONS The combination of color, type, imagery, and patterns we choose help to visually convey a mood or feeling that supports the message being communicated. We have provided examples of appropriate typographic hierarchy to help emphasize and differentiate larger blocks of copy/content. The use of secondary colors and patterns should be used as accents. These elements should not dominate the layout or overpower the message. Our goal is to strike a harmonious balance of elements. 18
19 Brand Voice 19
20 Brand Voice OUR PERSONALITY The Luther Seminary brand voice is the style of written and oral prose that consistently reflects the desired attributes of the brand. The voice should be: Soundly rooted in Lutheran theology Forward-thinking Convey innovative ideas Optimistic and energetic Strong, intentional, and impactful Inclusive of all cultures, ethnicities, races, and identities. WE ARE WELCOMING GLOBAL ACCESSIBLE BUILDING CHRISTIAN LEADERS WE ARE NOT ELCA-ONLY CAMPUS-ONLY NORWEGIAN LUTHERAN OR NORTHERN EUROPEAN LUTHERAN-ONLY MASTER OF DIVINITY-ONLY 20
21 Image Style 21
22 Image Style PHOTOGRAPHY Pictures connect with people in ways that words can t. While our logo, typography, and colors make us easily recognizable, photos add a relatable element to our communications. They showcase our students, faculty, staff, and communities in a vibrant way. Our preferred image style is candid, emotional, and thoughtful. The images used should support the message of the communcation and reflect the values of the Luther Seminary brand. 22
23 Image Style VIDEO One of the most effective tools for communication and storytelling is video. To ensure a consistent user experience, it is important that videos are of high quality, demonstrate excellent production values, and are distributed in the proper format and resolution. Most online video channels enforce copyright for music in all uploaded videos. Even music to which rights are owned may be flagged, preventing viewing of the video. It is critical to avoid the use of copyrighted music included on videos uploaded to YouTube, Vimeo, and other video service providers. 23
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