Untitled - University of St. La Salle
Transcription
Untitled - University of St. La Salle
GLOBAL IDENTITY The University of St. La Salle is a member of a worldwide educational movement, inspired by Saint John Baptist De La Salle, with over 900 schools, 5,300 Brothers, 77,000 Lasallian Partners, 875,000 students in 84 countries*. We are an international brand, based in Bacolod, whose mission is to provide for the “human and Christian education of the young, especially the poor”. *paraphrased from www.brothersvocation.org/whatwedo/worldwide.asp GLOBAL CORPORATE IMAGE Style Guide / Institutional Communications Kit Introduction and some considerations • Our global presence raises some substantial challenges and, at the same time, many opportunities. Our strength as a network could be enormously increased if we work in close collaboration and if we share our opinions, experiences, programs and resources. • Together we should try to build a strong, dynamic and fl exible identity that will benefi t all those whom the Institute serves, especially students, rather than give a scattered type of image and place the accent on our differences. • One way of thinking about the “trademarks” used in the Lasallian context holds that there is no corporate, coherent global identity. This situation, no doubt, weakens us and contradicts our “Indivisa Manent” slogan. The value of a global trademark • For an institution such as ours the trademark must be a “key” element that will allow us to single ourselves out in the mission of the Church, differentiating ourselves from the “competition” and establishing a determined position for our current and potential benefi ciaries, especially as regards to students. • In order to construct the value of the trademark we should incorporate human and Christian values, pillars of our educational mission, trying to connect them with the common, corporate values that we can identify within each of our networks (for example, the university network...). One of the universal values of our mission is refl ected in our centuries-old integrated style of service to persons. • The trademark that we might construct should refl ect quality academic instruction, a singular methodology and a high degree of closeness with society over a base of faculty who possess a high sense of belonging and professionalism. It should also refl ect the value of participatory and realistic education with our students who come from different cultures and religious creeds. • The global trademark should also respond to the local environs and requirements of each of the centers in the Lasallian network. A trademark for whom... The global corporate trademark we want must include and embrace all those who participate in the Lasallian mission. The relationship between this trademark and other ones already in existence should be in harmony according to the criteria of the so-called “trademark architecture.” This is not, then, an issue of substitution but one of restructuring. The Institute of the Brothers of the Christian Schools, for example, already has its own logo. At the 7th General Chapter, on August 5, 1751, the offi cial seal of the Institute was the issue of the day: “There was unanimous agreement that the seal in the future will consist of a silver star with rays on a blue background, with this inscription: SIGNUM FIDEI.” Style Guide / Institutional Communications Kit Strategies for implementation and coexistence as well as seeking integrating formulae will be developed in the “Corporate Imaging Manual.” In any case we understand that the priority in the area of the mission (both formal and non-formal works) must adopt this corporate trademark. Objectives of a global trademark Forbes Consulting Group, Inc. (2000) basing its conclusions on a strategy called SCOPE ™, focused on the value of a trademark in four areas: • Relevance: The value of a trademark defi nes the form in which the needs, tastes and values of those to whom it is directed are fulfi lled. It identifi es the different segments, basing itself in the different needs and it uncovers opportunities and challenges for each audience. • Differentiation: The value of the trademark should give form to the identity of our educational offering in a competitive environment. • Preference: The value of the trademark is the principal factor that substantiates the promise of what we offer and that translates into the perceived value. • Commitment: The value of the trademark reinforces the fact that the user will have a positive experience; it extends the emotional and symbolic connection on all levels of what we offer (education, relationships...). This is what creates “loyalty.” The corporate trademark, therefore, is more than a design. It is a collection of values that should inspire all of us who make up the Lasallian Family. That is to say, it has to continue to respond to the needs of those to whom it is directed, differentiating itself based on the values it contributes from what others have to offer in the local area, seeing to it that the intended targets perceive those values and choose what we have to offer based on fi delity and commitment. Benefi ts of a global trademark • It would reinforce the universal Lasallian message by means of a unique logo. • It would increase the sense of belonging to a global network. • It would exert a major attraction for potential students. As a consequence, it will increase local and global benefi ts. • It would increase our position to negotiate more effectively with other institutions and/or enterprises and it would permit cost reduction, both locally and globally, through a higher critical mass market. • It would allow us to have greater media impact, given the strength of a unique trademark. As a result, we would be able to augment our presence in digital communications, for example. • It would create new sources of business. For example: a line of common merchandising, the organization events, conferences, congresses... • A more potent trademark would make the offer of interchanges between our student centers more attractive Style Guide / Institutional Communications Kit Official Logo The star is a link with the past (it reminds us where we come from) but also with the future (it is a light and a guide for travelers). It is the element that is repeated in most all Lasallian logotypes. It is also the link of union between the official logotype of the Institute of the Brothers of the Christian Schools (Signum Fidei) and the Lasallian Family. Source: Corporate Handbook Style Guide / Institutional Communications Kit Official Logo The logo does not, will not, should not, must not and cannot replace or substitute the university seal. The logo and the seal have their unique re-presentations in University communications and symbology. Strategic Planning, May 2015 Institutional Events Committee, May 2015 Operations Management Council, June 2015 Board of Trustees Meeting, June 2015 Operations Management Council, July 2015 College of Arts and Sciences Faculty, July 2015 College of Education Faculty, August 2015 College of Engineering Faculty, August 2015 College of Nursing Faculty, August 2015 College of Business and Accountancy Style Guide / Institutional Communications Kit Official Logo Logo presentation For institutional and external business correspondence and functions by administrative and support units. Colors R:0C:90 G:102M:34 B:51Y:100 K:27 R:255C:0 G:255M:0 B:255Y:0 K:0 Style Guide / Institutional Communications Kit Official Logo Other logo presentations You can add name of College / Institution under La Salle Bacolod Style Guide / Institutional Communications Kit Official Logo Official logo font: Helvetica Style Guide / Institutional Communications Kit Official Logo Incorrect logo applications The text on the second line should be justified with the word “Salle.” The star must always be placed between the two words. The logo should not be rendered with effects such as bevel and emboss or apply texture on it The “La” and the “Salle” can never be placed on separate lines/levels. The font for “La Salle” cannot be changed. For the text and background, just one color is always used with our official colors. The logo cannot be warped nor distorted Style Guide / Institutional Communications Kit Official Logo WHY USE THE LOGO Declaration of Identity Internationality and Solidarity Reflects Global Character Connection to our past Pride in our present Hope for our future Market Demo/Psychographics (cool and youthful) Style Guide / Institutional Communications Kit Official Logo When to use the logo Style Guide / Institutional Communications Kit Official Logo Avatar Facebook / Twitter / Youtube Style Guide / Institutional Communications Kit Powerpoint Template For institutional and external functions and events Style Guide / Institutional Communications Kit ID Template Partner / College / Event Logo *If Necessary For institutional and external functions and events Style Guide / Institutional Communications Kit Sticker Name Tag For institutional and external functions and events Style Guide / Institutional Communications Kit Foldable Namecard NAME POSITION For institutional and external functions and events POSITION NAME Sample render Style Guide / Institutional Communications Kit Envelope Official Logo For institutional and external functions and events Style Guide / Institutional Communications Kit Business Card For institutional and external functions and events Style Guide / Institutional Communications Kit Email Signature / Official Email Address Links to usls.edu.ph (La Salle Bacolod website) Links to social media accounts Standard email address format [email protected] first name initials. last name @usls.edu.ph Style Guide / Institutional Communications Kit Official Logo Letterhead For institutional and external business correspondence University of Saint La Salle, Bacolod City 6100 Philippines +63 34 434-6100 usls.edu.ph Style Guide / Institutional Communications Kit Certificates CERTIFICATE OF APPRECIATION to First Name Last Name For actively participating in the (event title) Given on the (date) of (month), (year) at (venue) University of Saint La Salle. First Name Last Name Designation First Name Last Name Designation Partner / College / Event Logo *If Necessary For institutional and external functions and events Style Guide / Institutional Communications Kit Logo Applications / Posters The logo should be strategically placed but only on the right side with another logo or seal Style Guide / Institutional Communications Kit Logo Applications / Posters The logo should always be positioned strategically for maximum visibility on the material. Style Guide / Institutional Communications Kit Logo Applications / Merchandise Style Guide / Institutional Communications Kit Logo Applications / Merchandise Style Guide / Institutional Communications Kit Logo Applications / Merchandise Style Guide / Institutional Communications Kit Logo Applications / Merchandise Style Guide / Institutional Communications Kit The University Seal THE SANCTITY OF THE SEAL. The use of the seal is exclusive and reserved for approved signage, formal and official documents such as diplomas, legal and official records, transcripts, programs for formal academic ceremonies, and any other legal agreements binding the university. It is the highest official emblem of authenticity. The university seal is a registered mark and whenever it is used: • may not be altered or embellished in any way • may not be used as part of a larger mark, title or graphic The use of the seal requires prior authorization from the Office of the President. The University upholds the sanctity of the seal to honor the legacy of her traditions and as a tribute to the future generations of Lasallians in and from Bacolod. Style Guide / Institutional Communications Kit The University Seal When to use the seal Style Guide / Institutional Communications Kit The University Seal Others may apply Letterheads Pins Application of Seal - The seal should always be positioned strategically for maximum visibility on the material. - The seal should always be on the upper left whether alone or with another seal or logo - The seal may be placed in the middle if it doesn’t come with any seal or logo Flags Envelopes ID Folders Certificates Style Guide / Institutional Communications Kit The University Seal WHAT INSPIRED THE SEAL DLSU SEAL INSTITUTE’ SEAL EVOLUTION OF THE SEAL Style Guide / Institutional Communications Kit USLS Visual Identity The Style Guide / Institutional Communications Kit has been developed for use as a resource by members of the University responsible for the creation of communications materials for La Salle Bacolod. Applying these templates and visual identity guidelines will ensure our communications are clear, consistent and professional. It is important to use these templates correctly and consistently to maintain the University’s identity and build an audience that can easily recognize La Salle Bacolod—who we are and what we stand for. You may download these templates, which incorporate La Salle Bacolod’s colors and logo, and customize them with your content. Do not modify the design, typography style or size. If you have questions about proper and improper use, please contact the Marketing and Communications Office at 434-6100 local 332. The following templates are for institutional and external business correspondence/functions by academic, administrative and support units of the College and Student Organizations with the approval of the Office for Student Affairs