2013 BRAND GUIDELINES
BRAND DEVELOPMENT
What is a Brand?
4
BRANDING MESSAGING
5
Our Message and Vision
6
What We Do
7
Our 4 Brand Principles
CONTENTS
3
Why does the
College of Arts & Letters
need a Brand Guide?
Ta b l e o f C o n t e n t s
2
8
TYPOGRAPHY
Californian & Gotham
14
Chalet ParisNineteenSeventy
15
STYLIZED TYPE TREATMENT
16
Digital Usage
17
Print Usage
18
THE AMPERSAND
19
When to Use the Ampersand
20
Elephant & Bickley Script
21
COLOR USAGE
22
Why is the Use
of Color Important?
23
Use of Secondary Colors
24
TAGLINE & VISUALS
25
Meaning & Usage of Tagline
26
When to Add Wave
Visual Effect to a Photograph
27
BRANDING SAMPLES
28
Tagline Samples
29
Ampersand Samples
1
12
Bickley Script
MICHIGAN STATE UNIVERSITY
11
31
College of Arts & Letters