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CUW IDENTITY GUIDE
CUW IDENTITY GUIDE
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WHAT IS A BRAND?LOGO BASICS & USAGE
DESIGN GUIDESAMPLES
LANGUAGE GUIDECONTEN
TSCONTENTS
WHO ARE WE?
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Concordia University Wisconsin is affiliated with the Lutheran Church-Missouri Synod and is a member of the Concordia University System, a nationwide network of colleges and universities.
WHO ARE WE?
Concordia University Wisconsin is a Lutheran higher education community committed to helping students develop in mind, body, and spirit for service to Christ in the Church and the world.
WHO ARE WEWHO ARE WE
MISSION
Concordia University Wisconsin will be well known nationally and internationally as a premier Lutheran university, widely recognized for meaningful integration of faith and learning. Concordia University Wisconsin alumni will assume significant servant leadership responsibilities in the Church and communities across the nation and around the world.
C H R I S T - C E N T E R E DWe are anchored in Jesus Christ and aspire to serve Him and His church in all that we do.
S T E W A R D S H I PWe practice faithful stewardship of our God-given time, talents, and treasures.
E X C E L L E N C EWe expect excellence in all our endeavors to support CUW’s mission.
T R U T H & I N T E G R I T YWe speak truth and display integrity in all our relationships.
VISION
LCMS
I N T E G R A T I O N O F F A I T H & L E A R N I N GWe integrate faith and learning.
G L O B A L L Y - M I N D E DWe are global-minded in ministry, education, and outreach.
T R A N S F O R M A T I O N A L L E A R N I N GWe engage students in transformational learning.
C O M M I T M E N T T O S O C I E T YWe are committed to influencing society in light of our Christian life-view.
OUR CORE VALUES
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WHAT IS A BRAND?
To reach our students, supporters, and donors, Concordia University Wisconsin must stake our claim for attention in a marketplace cluttered with competing messages.
We accomplish this with a memorable, distinctive, and consistent identity. We must communicate our “brand.”
A brand identity is the sum total of all perceived information about an organization, product, or service, communicated through its name and related visuals and communications.
The consistent use of our brand identity will help to strengthen our perception and differentiate us in our communities—locally, regionally, nationally, and internationally.
BRANDBRAND
You have the responsibility to:
ENSURE that any implied association with CUW is accurate.
ENSURE that the activities with which CUW is associated maintain standards consistent with the CUW Mission, Vision, and Values.
PROTECT CUW’s assets by not using the CUW name and/or brand components in any way that may reduce or depreciate its long-term value.
MISSION YOUR RESPONSIBILITY
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Shield
Tagline
Name Name
Name
NOTE: The CUW logomark should never be re-drawn or re-constructed. ONLY use final, electronic artwork, accessible on the M drive.
Acronym
LOGO BASICSLOGO BASICS
LOGO BASICS
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LOGO BASICS
LOGO BASICSLOGO BASICS
USAGE & CONFIGURATION
The CUW shield may be featured as a design element, as long as it appears with a full logo within reasonable proximity on the same page. Its suggested use, beyond its appearance in the logomark, is a large, subtle background graphic on publication covers or pages, screened back to allow text and imagery to appear on top.
CUW TAGLINE MEANING
The tagline is a direct reflection of the commitment described in the CUW Mission—committed to helping students develop in mind, body, and spirit for service to Christ in the Church and the world—and the result of that commitment; Inspiration in Action refers to:
> the learning activities that occur on campus, between faculty, staff, and students—the inspiration of faith, knowledge, and personal discovery, and the inspiration of the campus environment
> the results of that inspirational learning that graduates carry beyond campus, in service to Christ in the Church in the community and the world
USAGE & CONFIGURATION
The CUW tagline may be used alone as a design element. Use only final artwork and never re-drawn or typeset. Always leave ample clear space around the tagline to maintain readability and impact.
Laore Onse Duisseq
la Consenis
Onse Duisseq la Consenis
Laore Onse Duisseq la Consenis
Onse Duisseq la Consenis
MEANING
The Lutheran Church Missouri Synod cross is prominently featured in the CUW shield, along with a direct reference to a daily occurrence at the unique location of the campus along the Lake Michigan bluffs (the inspiration rays appearing as a sunrise over a body of water).
CUW SHIELD
CUW is an acronym that can be used a design element to reinforce our brand recognition, as long as it appears with a full logo within reasonable proximity on the same page.
CUW ACRONYM
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COLORS
COLORSCOLORS
CUW LAKE BLUEPANTONE 294
CMYK 100-C 58-M 0-Y 21-KRGB 0-R 85-G 150-BHEX VALUE 005596
CUW SUNRISE GOLDPANTONE 1375
CMYK 0-C 40-M 90-Y 0-KRGB 250-R 166-G 52-B
HEX VALUE FAA634
SECONDARY BLUEPANTONE 2925
CMYK 85-C 24-M 0-Y 0-KRGB 0-R 150-G 215-B
HEX VALUE 0096D6
BLACK WHITE
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FONTS
FONTSFONTS
Arial RegularabcdefghihklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWX1234567890$%&(.,:;#!?)
Arial BoldabcdefghihklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVW1234567890$%&(.,:;#!?)
Arial NarrowabcdefghihklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890$%&(.,:;#!?)
Arial Narrow BoldabcdefghihklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890$%&(.,:;#!?)
Palatino RegularabcdefghihklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVW1234567890$%&(.,:;#!?)
Palatino ItalicabcdefghihklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWX1234567890$%&(.,:;#!?)
Palatino BoldabcdefghihklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUV1234567890$%&(.,:;#!?)
GENERAL USE SANS SERIFUnivers LightabcdefghihklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWX1234567890$%&(.,:;#!?)
Univers RomanabcdefghihklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVW1234567890$%&(.,:;#!?)
Univers BoldabcdefghihklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVW1234567890$%&(.,:;#!?)
Univers CondensedabcdefghihklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890$%&(.,:;#!?)
Univers Bold CondensedabcdefghihklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890$%&(.,:;#!?)
ALTERNATIVE SANS SERIF
GENERAL USE SERIF
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The smallest size for all configurations of the logomark is based on the width of the cross in the shield , tip to tip, which must be at least 1/4 inch, to ensure legibility.
Stacked Flush Left
1/4"
1/4"
Horizontal Centered
Horizontal Centered
Stacked Flush Left
Stacked Centered
Horizontal Flush Left
LOGO USAGE
LOGO USAGELOGO USAGE
CONFIGURATIONS MINIMUM SIZE
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LOGO USAGE
LOGO USAGELOGO USAGE
SCHOOLS DEPARTMENTS/OFFICES/PROGRAMS
Office of International Services
Office of International Services
Office of International Services
NURSING
NURSING
NURSING
Regular Horizontal
Regular Stacked
CUW Version
Office of International Services
Office of International Services
Office of International Services
Office of Admission
Office of International Services
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LOGO USAGE
LOGO USAGELOGO USAGE
With 13 centers and an online population of over 2,000 students, many of whom will never set foot on one of our main campuses and may not fit our traditional image of an 18-23-year-old undergraduate, residential student. For this audience, we’ve created a temporary, non-traditional sub-branding to help differentiate ourselves in the ever-competing market.
This brand is not to replace the traditional branding, and should only be used in cases where the specific audience is likely over 25 years of age, or who may have an interest in learning beyond the traditional residential campus experience.
The full scope and guidelines of this non-traditional branding can be found here: http://online.cuw.edu/branding/
NON-TRADITIONAL BRAND FORCENTERS AND ONLINE LEARNING
ONLINE • WI • MI • CENTERS
CONCORDIAUNIVERSITY
CONCORDIA UNIVERSITYONLINE • WI • MI • CENTERS
CONCORDIAUNIVERSITY
APPLETON CENTER
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DESIGN GUIDE
DO’S & DON’TSDO’S & DON’TS
DO NOT:
DO NOT use the acronym or shield by itself.
DO NOT change the color of any elements of the logo.
CUW
DO NOT distort the shape or proportions of the logo.
DO NOT add type to the bottom of the logo.
Concordia’s Center for Environmental Stewardship
DO NOT create new logos using single elements.
Con
cord
ia’s
Cen
te
r for Environmental Stew
ardship
DO NOT crop the logos.
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DESIGN GUIDE
DESIGN TIPSDESIGN TIPS
DO’S DON’TS
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PHOTOGRAPHY
PHOTOGRAPHYPHOTOGRAPHY
Reproduction and publication of photographs or video, either edited or unedited, in brochures, advertisements, or other promotional media need to have the consent of the subjects featured in them. Meaning, if you are taking your own photos of events/gatherings/etc. (natural or posed) with students/faculty/staff/alumni/general public/etc. you must have them sign a Photo/Video/Voice Consent Form. This states that the subject grants Concordia University Wisconsin the right to use their photo/video/voice/likeness without making any payment (of any form).
Likewise, photos you plan to use that you did not take/purchase must have the written or verbal consent of the photographer to use their property.
This form can be found on the M drive.
Many great photos exist already (with rights secured) on our online photo gallery that can be found on your M drive. (If you don’t have the M drive, please contact the I.T. department and they can easily map this drive for you). These pictures vary from scenery and buildings to students/faculty in action. There are even a few folders filled with old black/white photos from CUW’s history that have been scanned in from various archives.
In the rare case that you can’t find an existing CUW photo, or don’t have the opportunity to take/get photos of your specific need, we do purchase stock photography from a photography brokerage site. A venue where photographers from all over the world can sell their work to a wider audience. There are literally hundreds of thousands of photos available here, so you’ll be sure to find one that is a perfect fit for your needs.
For more details on obtaining online stock photography, see someone in Marketing.
PHOTO PERMISSION CUW PHOTO GALLERY STOCK PHOTOGRAPHY
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Title screen and cover pages may use the CUW logomark in a bold, more featured manner.
Secondary screens or pages should be branded, but more subtle so as to not distract from the copy/text of the actual presentation or document.
PRESENTATION TITLE HERE
PRESENTATION TITLE HERE
Slide Title
Slide Title
SAMPLES
SAMPLES SAMPLES
PRESENTATIONS
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SAMPLES
SAMPLES SAMPLES
ADVERTISEMENTS
cuw.edu
AT CONCORDIA UNIVERSITY WISCONSIN
» 200 ACRES OVERLOOKING BEAUTIFUL LAKE MICHIGAN
» 70+ UNDERGRADUATE MAJORS» ON CAMPUS, ACCELERATED & ONLINE
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SIX AREAS OF STUDY
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SAMPLES
SAMPLES SAMPLES
BROCHURES/FLYERS
Participating School Districts Include:• Brown Deer• Fox Point-Bayside• Glendale-River Hills• Hamilton• LUMIN Schools• Menomonee Falls• Mequon-Thiensville • Messmer Catholic Schools• Nicolet• Shorewood• Wauwatosa
Candidates for certified teaching and administrative positions (all grades, subjects and specialty areas), including licensed literacy teachers, school administrators and school counselors are welcome to attend. The participating members of the Education Career Fair are members of the Closing the Achievement Gap Consortium which has a focus on enhancing the diversity among the certified teaching, administrative, counseling and support staff within each of the districts and/or schools. The districts and/or schools participating in this career fair do not discriminate on the basis of any characteristic protected under State or Federal law.
12800 N. Lake Shore Drive, Mequon, WI 53097
EDUCATION CAREER FAIRAPRIL 25, 2015 10 AM – 12 PMHeld in the Environmental Center at Concordia University
CONCORDIA UNIVERSITYONLINE • WI • MI • CENTERS
CU Innovate unifies the programs, experiences, events and resources that inspire Concordia students to innovate
and achieve enterpreneurial success.
WWW.CUW.EDU
1-877-289-1897
We want your good ideas to make great impact.
We want to CU Innovate.2015Student Life
Student Life!You will spend about 18 hours in class per week.... How will you spend the other 150?
• Clubs and Organizations
• Student Government
• Sports
• Events
• Intramurals
• Campus Ministry
• And More!
Welcome to
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SAMPLES
SAMPLES SAMPLES
POSTCARDS
Advance Your Career.Discover Your Calling.
CAREER NIGHT: MARCH 19TH 6PM
CONCORDIA UNIVERSITYONLINE • WI • MI • CENTERS
LOCAL CENTERS 262-243-4300MEQUON
MILLER PARK WAY
MILWAUKEE MIDTOWN
WAUKESHA
YourFUTURELooks Good Here
Orientation WeekendThursday–Sunday
August 21-24, 2O14
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Just like many professionals cross-reference their work through the Associated Press Stylebook®, as a university, we must also follow similar guidelines to ensure our communication is always consistent.
Please find the entire CUW Language Guide here.
LANGUAGE GUIDE
LANGUAGE LANGUAGE
CUW STANDARDS SAMPLE OF COMMONLY MISUSED/MISSPELLED WORDSACADEMIC DEGREES
• Bachelor of Arts in…• Bachelor’s degree in…• Master’s degree in…• Doctoral degree in…• Doctorate in…
ACADEMIC MAJORS (NOUN)Should be lower cased when used in plain text. Capitalize majors when using in a bulleted list.
ALUMNUS, ETC.• One man: alumnus• One woman: alumna• Two or more men: alumni• Two or more women: alumnae• For a group containing both men and women: alumni
CLASS OFThere are three acceptable ways to express this• John Smith, class of ’08, considered a career in business.• John Smith ’08 has now become a stockbroker.• He is a member of the class of 1992
CONCORDIA UNIVERSITY WISCONSIN, CUWUse the full name. The acronym may be used in parenthesis after the first usage of the full name, and then referred to throughout the rest of the document as CUW.
FACULTYUse this word only if you’re referring to the singular, collective body of teachers at a school. When you’re referring to individual teachers (singularly or in a group), use the more personal faculty member or faculty members.
FARTHER, FURTHERFarther denotes physical distance; further denotes an extension of time or degree.
• We must not go any farther into the woods until we have further considered our strategy.
ITS, IT’SPossessive pronouns (its, ours, his, hers, theirs, yours) don’t take apostrophes. ‘Its’ means belonging to it; ‘It’s’ is a contraction for it is.
PROFESSORCapitalize only if it precedes a proper name (Professor Jacobson)
RESUMENo accent marks.
THEIR, THEY’RE, AND THERE‘Their’ indicates possession; ‘they’re’ is a contraction for they are; and ‘there’ is an adverb that reveals location.
UNDERGRADUATE (NOUN, ADJ.)Avoid using the slang, “undergrad.”
WHO, WHOMOccasionally, the rules can be bent for the sake of a colloquial tone.• Correct: In an emergency, whom can you call? (Whom is
the object of the verb call.• Incorrect: In an emergency, who can you call?
YOUR, YOU’RE‘Your’ is possessive; ‘You’re’ is a contraction of you and are.
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RESOURCES
CONTACT US CONTACT US
MARKETING DEPARTMENTIf you have any questions about the CUW Identity Guide & Standards please contact:
Anita Clark [email protected] V.P. of Marketing 262.243.4220
Jeff Bandurski [email protected] University Relations Manager 262.243.4380
Craig McCarthy [email protected] Public Relations & Publication Manager 262.243.4390
Eric Schad [email protected] Digital Advertising & Social Media Manager 262.243.2603
Gwendolyn GaBree [email protected] Sr. Graphic Designer 262.243.4226
Courtney Omernick [email protected] Administrative Assistant 262.243.4308
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