BRANDBOOK BELMONT UNIVERSITY

In situations where a smaller logo is required, contact the Office of University Marketing & Special Initiatives for design options.. HOW TO OBTAIN LOGOS Print-ready and Web versions of

BEING

BELMONT:

Managing the Belmont Brand

BEING

BELMONT:

Managing the Belmont Brand

BRANDING IS:

• the face, voice and personality of your business

• by definition, your brand is the distinctive name identifying your product, but beyond

BEING BELMONT is a comprehensive guide which describes the branding standards for Belmont University

This manual is intended to guide all communications in delivering a single, recognizable and concise brand for the university and to ensure quality and consistency of all projects Members of the Belmont community are responsible for the guidelines set in this book

TABLE of CONTENTS

2 Being Belmont

3 Tagline and Statements

4 Logo Treatment and Guidelines

11 Athletics

12 Typefaces

13 Colors

14 The Web

16 Advertising

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From Here to Anywhere

The tag line is available although it is not required to be used on all print material

It is suggested that the tag line be used on all television and radio copy

Mission Statement

Belmont University is a student-centered Christian community providing an academically challenging education that empowers men and women of diverse backgrounds to engage and transform the world with disciplined intelligence, compassion, courage and faith

Vision Statement

To be a leader among teaching universities, bringing together the best liberal arts and

professional education in a Christian community of learning and service

Boiler Plate

Ranked No 7 in the Regional Universities South category and named for the fourth consecutive

year as one of the top “Up-and-Comer” universities by U.S News & World Report, Belmont

University consists of approximately 6,400 students who come from every state and 25 countries Committed to being a leader among teaching universities, Belmont brings together the best of liberal arts and professional education in a Christian community of learning and service The university’s purpose is to help students explore their passions and develop their talents to meet the world’s needs With more than 75 areas of study, 20 master’s programs and four doctoral degrees, there is no limit to the ways Belmont University can expand an individual’s horizon

For more information, visit www.belmont.edu

TAGLINE AND STATEMENTS

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Every communication from Belmont University to the public affects the image and reputation of the institution Commercials, Web pages, business cards, newsletters and note cards are the face

of Belmont to many people

Belmont’s visual identity has a dual purpose To our external constituents, it reflects our

character, strength, traditions and values Internally, it creates a sense of pride and commitment

to our common mission and purpose

The Belmont University logo signifies the university’s endorsement and should be used as the official identifier The logo, which consists of a horizontal (preferred) and a vertical version, should be used on all materials used for representation of the programs, departments, centers, offices and agencies of the university All materials that are used off-campus MUST include

manipulated or separated in any way

LOGO COLOR

in white from 100% of the background color

LOGO TREATMENT AND GUIDELINES

GO BRUINS!

DO NOT PLACE LOGO ON BUSY BACKGROUND

DO NOT CHANGE COLORS

DO NOT STRETCH OR ALTER PROPORTIONS

DO NOT REMOVE ELEMENTS

OR USE ELEMENTS INDEPENDENTLY

DO NOT USE 2-COLOR LOGO

DO NOT SCREEN

DO NOT ADD DROP SHADOW

OR EFFECTS

DO NOT OVERLAP WITH OTHER GRAPHICS UNACCEPTABLE LOGO TREATMENT

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LOGO PLACEMENT AND SIZE

The logo should be clearly and prominently displayed on all visual communications Preferred placement of the logo is at least a 25 inch from the edge of a page, gutter, border, graphic or text The minimum size of the logo is 1 inch wide In situations where a smaller logo is required, contact the Office of University Marketing & Special Initiatives for design options

HOW TO OBTAIN LOGOS

Print-ready and Web versions of the Belmont University logo are available in various digital formats from the Office of University Marketing & Special Initiatives Web site at www.belmont.edu/umsi

USE OF THE BELMONT UNIVERSITY SEAL AND EMBLEM

The Belmont University seal indicates an official sanction by the university, while the Belmont University logo represents the institution’s image The seal does not provide the visual

recognition offered by the logo and should not be used interchangeably with the logo The seal should not be used in daily communications nor altered in any way The seal is pictured below

Use of the university seal is restricted to the following:

• Communications from the Office of the President, the Board of Trustees and executive officers

of the university for special communications and events

• Formal documents including commencement programs, diplomas, transcripts, certificates and contracts

• Other official documents or historical university materials

PUBLICATIONS

All printed pieces, including brochures, postcards, newsletters, banners, etc., must be produced according to the university’s standards To ensure proper usage of the logo, please follow these guidelines:

• Always reduce or enlarge the logo proportionally

• Do not use the logo as part of a sentence

• Do not use photocopies of the logo for camera-ready art

If an outside source is being used for design purposes, please provide these

guidelines to that company or individual All design must be approved by the

Office of University Marketing & Special Initiatives prior to production

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All university offices and departments must use the official printed letterhead for all off-campus correspondence Letterhead should not be photocopied for distribution Letters should be composed in Palatino, Garamond or other similar serif font, 10- or 12-point type, single-spaced All text should be left justified with margins at least 1.5 inches on top and bottom For shorter letters, please adjust margins accordingly for a pleasing visual appearance University letterhead

is printed on a 70-lb white sheet with the logo in blue (PMS 281) Order forms are available under “helpful stuff” at www.belmont.edu/umsi

Envelopes

The Belmont University envelope comes in a standard No 10 size for all business

correspondence The logo and return address are printed in blue (PMS 281) on a 70-lb white paper The university return address for standard mail is 1900 Belmont Blvd., Nashville, TN 37212-3757 Order forms are available under “helpful stuff” at www.belmont.edu/umsi For questions regarding other U.S Postal regulations, including addressing and endorsements, contact the University Mail Center at 460-6636

1900 Belmont Boulevard

Nashville, TN 37212-3757

phone 615-460-6793

fax 615-460-5555

Office of the President

www.belmont.edu

1900 Belmont Boulevard

Office of The President

BUSINESS CARDS

Belmont University business cards are printed in blue (PMS 281) on an 80-lb white cardstock Business cards are imprinted with the employee’s name, title, dept./office or school/college, the university address, phone and fax numbers and e-mail address Order forms are available under

“helpful stuff” at www.belmont.edu/umsi

NOTE CARDS

A Belmont University A-6 size note card and matching envelope are printed in blue (PMS 281) on an 80-lb white cardstock Order forms are available under “helpful stuff” at www.belmont.edu/umsi

1900 Belmont Boulevard Nashville, TN 37212-3757 www.belmont.edu

1900 Belmont Boulevard Nashville, TN 37212-3757 www.belmont.edu

1900 Belmont Boulevard Nashville, TN 37212-3757

phone 615-460-6000

fax 615-460-6001

email john.smith@belmont.edu

John Smith

Professor

S chool of R eligion

Office of The President

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The following logo and address formats should be used as a standard return address on mailing materials or for closure to a non-mailing piece

1900 Belmont Boulevard Nashville, TN 37212-3757

WWW.BELMONT.EDU

1900 Belmont Boulevard Nashville, TN 37212-3757

WWW.BELMONT.EDU

1900 Belmont Boulevard

Nashville, TN 37212-3757

1900 Belmont Boulevard

Nashville, TN 37212-3757

1900 Belmont Boulevard Nashville, TN 37212-3757 615.460.6401

WWW.BELMONT.EDU

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technology learning center

DEPARTMENT LOGOS

Besides the BU tower logo, all schools, colleges, departments, centers, etc., will have their

area-specific name set above the words Belmont University These logos will be supplied by the

Office of University Marketing & Special Initiatives These logos are important to use to keep the

consistency and look of the Belmont logo No other specific logo may be used These logos must

follow the same criteria and standards as the main Belmont logo

UNACCEPTABLE DEPARTMENT LOGO TREATMENTS

DO NOT SHOW SCHOOL OR COLLEGE

NAME IN WRONG FONT DO NOT SHOW SCHOOL OR COLLEGE NAME IN WRONG LOCATION

Department of Social Work

OTHER UNIVERSITY APPROVED MARKS

The Graduate School of Business at Belmont University is titled The Jack C Massey Graduate

School of Business Due to the existing brand equity of the “Massey School,” the logo below

was developed The Massey logo must always follow the format of the main university logo and

contain the words Belmont University

Special events that occur on campus (art exhibits, Christmas at Belmont, etc.) are allowed to

be placed on all such materials Because of the importance of such events on campus and to

the community, it is vital that these special events identify themselves and Belmont University

before production.

TECHNOLOGY LEARNING CENTER

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USE OF THE BELMONT ATHLETICS LOGOS

The Belmont Athletics suite of logos and official marks, as shown below, signify the Department

of Athletics endorsement and should be used as the official identifiers These logos and marks are licensed by Strategic Marketing Affiliates (SMA) and should be used on all materials used for representation of the individual programs and departments recognized by the Director of Athletics Any requests for logo variations (i.e camp use, community service projects, etc.) must be approved

by the Office of University Marketing & Special Initiatives

The round bear Bruin head logo, shown here, is the only athletic logo that may be used internally

by University staff to promote special events and other on-campus initiatives Items created for this purpose may not be made available for sale Use of this logo must be at the request of official university staff representatives and must be approved by the Office of University Marketing and Special Initiatives

Belmont Sports Clubs may utilize the round bear Bruin head logo and/or the Belmont wordmark on their Club uniforms, which may not be made available for sale The name of the Sports Club may

be listed beneath the Belmont wordmark utilizing the Franklin gothic font in all caps (shown here) The use of these marks must be in keeping with brand book guidelines Only a vendor approved by the Office of University Marketing and Special Initiatives should be used Belmont Sports Clubs

or other organizations may not utilize or manipulate Belmont’s athletic marks in any other way In addition, all materials created to identify Sports Clubs, including Club uniforms, must clearly state the word “club” as an identifier of the type of organization These Sports Clubs may use the words

“Belmont University” and “Bruin” and are encouraged to utilize Belmont’s official colors

and typefaces

COLORS

The logo may be reproduced in full color, blue (PMS 281), red (PMS 186), black or white

ATHLETICS TYPEFACE

The Belmont Athletics logo typeface is Franklin Gothic The logo was designed with flexibility

in mind The word “Bruins,” located directly beneath the graphic, can be changed to reflect a sport specific logo using the Franklin Gothic font in all caps However, the proportion of the logo should be maintained at all times

Franklin Gothic

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn

Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

ATHLETICS

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With thousands of typefaces available, Belmont uses two faces to represent itself: Adobe Garamond and Trade Gothic By limiting ourselves to these two typefaces, we add an element of consistency throughout all materials and thus build the Belmont brand They should be used for all materials that are promoting the university in the public

There are times when additional typefaces are needed for special promotions, events and programs Typefaces that are chosen for these exceptions should be consistent with Belmont’s brand Any

additional typeface needs prior approval from the Office of University Marketing & Special Initiatives

In some cases, fonts may vary when used as a design element These will be approved by the Office of University Marketing & Special Initiatives prior to production

Adobe Garamond Italic

Adobe Garamond Semibold

Adobe Garamond Semibold Italic

Adobe Garamond Bold

Adobe Garamond Bold Italic

Adobe Garamond Small Caps

Adobe Garamond Bold Small Caps

Trade Gothic Condensed 18

Trade Gothic Condensed 18 Oblique

Trade Gothic Light

Trade Gothic Light Oblique

Trade Gothic Medium

Trade Gothic Oblique

Trade Gothic Bold

Trade Gothic Bold Oblique

TYPEFACES

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PRIMARY COLOR PALETTE

The primary colors for Belmont are PMS 281 and PMS 186 The main tower logo will always be

in 281, black or white

PMS 186 CMYK: 0, 100, 81, 4 RGB: 207, 20, 43 Web Safe: C9262D

PMS 281

CMYK: 100, 72, 0, 32

RGB: 0, 36, 105

Web Safe: 002469

SECONDARY COLOR PALETTE

The colors in the secondary color palette are to be used as a guide when choosing colors for Belmont’s marketing, advertising and Web projects

Colors that clearly represent other area universities should not be used without prior approval of the Office of University Marketing & Special Initiatives Examples of colors that should NOT be used are orange, purple or a combination of black and gold

PMS 542 CMYK: 60, 19, 1, 4 RGB: 123, 175, 212 Web Safe: 7BAFD4

COLORS

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PMS 384

CMYK: 26, 4, 99, 35

RGB: 148, 147, 0

Web Safe: 949300

281

186

542 384

281 186

The Office of University Marketing & Special Initiatives chooses colors and design for the Web site to appeal to prospective students Because of this, the design and colors for all aspects of the Web site should reflect or complement the university’s admissions literature

Web color translations Belmont Blue - 002469

Belmont Red - C9262D Web typeface Arial

Web logo

Policies to address the use of off-campus or unofficial Belmont Web sites:

1 Unofficial Belmont sites are defined as Web sites related to Belmont University but hosted off campus (not on www.belmont.edu, campus.belmont.edu or bic.belmont.edu)

2 Belmont restricts the unsanctioned use of the Belmont University name or logo

on unofficial Belmont sites Any use of the Belmont University logo and name on

off-campus sites must be cleared by the Belmont University Web Team

3 Belmont requires administrative rights to all off-campus sites affiliated with Belmont

University These include sites prominently using the Belmont University name or logo – or sites using the name Belmont (referring to Belmont University) in the URL This means that Belmont should be the administrator of record with the outside agency hosting the site

4 Belmont restricts the unsanctioned use of links to unofficial sites from BU pages – all links from the Belmont University (www.belmont.edu) site should be reviewed and approved by the Web Team

5 URLs on www.belmont.edu will be set up with a forward slash (/) after the Belmont homepage unless otherwise specified (for example www.belmont.edu/art) Requests for alternate URLs can be made to the Web Team

6 Belmont organizations engaging in significant outside advertising may request a specialized URL (for example massey.belmont.edu) and advertising landing page The URL and landing page will be set up by the Office of University Marketing and Special Initiatives and

Information Technology Requests for a separate landing page can be made by emailing marketing@belmont.edu

THE WEB

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