identity standards manual - Stephen F. Austin State University

Sep 5, 2017 - Stephen F. Austin State University has a long, proud history as a highly regarded institution ..... have been chosen as the official university typefaces for their readability and flexibility. New Baskerville, a serif type, is more readable and is best for body copy. Frutiger ...... departments of elementary education,.
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IDENTITY STANDARDS MANUAL

WITH EACH LAYOUT, BROCHURE AND PICTURE YOU CHOOSE TO REPRESENT THE SFA BRAND, YOU CARRY OUT THE ROLE OF BRAND STEWARD. 1

TABLE OF CONTENTS LOGO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 SFA Spirit Logo Best Practices . . . . . . . . . . . . . . . . 5

VEHICLE SIGNAGE . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

SOCIAL MEDIA GUIDELINES . . . . . . . . . . . . . . . . . . . Overview/Introduction . . . . . . . . . . . . . . . . . . . . . Expectations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Official University Social Media Sites . . . . . . . . . Terms of Use/Service . . . . . . . . . . . . . . . . . . . . . . . Site Administration . . . . . . . . . . . . . . . . . . . . . . . . . Content Should . . . . . . . . . . . . . . . . . . . . . . . . . . . . Protect the Institutional Voice . . . . . . . . . . . . . . . Honor the Brand . . . . . . . . . . . . . . . . . . . . . . . . . . . Be Respectful . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Strive for Accuracy . . . . . . . . . . . . . . . . . . . . . . . . . . Use Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . Seek Support . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Guidelines at a Glance . . . . . . . . . . . . . . . . . . . . . . Facebook and Twitter Best Practices . . . . . . . . . .

TYPEFACES AND FONTS . . . . . . . . . . . . . . . . . . . . . . . 16 Typography Best Practices . . . . . . . . . . . . . . . . . . . 17 Most Common Typography Errors . . . . . . . . . . . 18

WRITING STYLEBOOK . . . . . . . . . . . . . . . . . . . . . . . . . 28 Redundant Expressions . . . . . . . . . . . . . . . . . . . . . 39 Technology Terms . . . . . . . . . . . . . . . . . . . . . . . . . . 39

PHOTOGRAPHY AND IMAGERY . . . . . . . . . . . . . . . . 19

UNIVERSITY POLICIES . . . . . . . . . . . . . . . . . . . . . . . . News Releases (15.3) . . . . . . . . . . . . . . . . . . . . . . . . University Letterhead (15.5) . . . . . . . . . . . . . . . . . University Logo/Seal (15.6) . . . . . . . . . . . . . . . . . University Publications (15.8) . . . . . . . . . . . . . . . University Website (15.10) . . . . . . . . . . . . . . . . . . . Social Media (15.11) . . . . . . . . . . . . . . . . . . . . . . . .

WORD MARKS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 SFA Word Marks Best Practices . . . . . . . . . . . . . . . . 7 College Word Marks . . . . . . . . . . . . . . . . . . . . . . . . . 8 Department and Office Word Marks . . . . . . . . . 10 Guidelines for College, Office, School, Department and Unit Graphics . . . . . . . . . . . . . . 11 THE OFFICIAL SEAL . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 COLOR PALETTE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

BROCHURE AND PUBLICATION DESIGN . . . . . . Proofreading and Approval Process . . . . . . . . . . Design Timeline . . . . . . . . . . . . . . . . . . . . . . . . . . . . Don’t Be a One-Hit Wonder . . . . . . . . . . . . . . . . . Graphic Design Best Practices . . . . . . . . . . . . . . . Design Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Printing Quality . . . . . . . . . . . . . . . . . . . . . . . . . . . . Printing Services . . . . . . . . . . . . . . . . . . . . . . . . . . . University Stationery - Letterhead, Business Cards, Envelopes and Electronic Letterhead . . . . . . . . . . . . . . . . . . . . . . .

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EMAIL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

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MESSAGE FROM THE PRESIDENT The SFA Community: Stephen F. Austin State University has a long, proud history as a highly regarded institution of higher education, but it is mo