Identity Standards Manual - Fort Hays State University

Transcription

An identity standards
manual compiled by
the Office of University
Relations under the
auspices of the Brand
Implementation Team
and the President’s
Administrative Team
Fall 2012
800-628-FHSUwww.fhsu.edu
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IDENTITY STANDARDS 2012.indd 1
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2012
Brand
Implementation
Team
Kent Steward, Chair
(vacant), Vice Chair
John Allen
Kurt Beyers
Hayley Bieker
Tim Callahan
Tricia Cline
Samantha Dean
Brad Goebel
Lisa Karlin
Suzanne Klaus
Mary Martin
Charlene Nichols
Ryan Prickett
Mary Ridgway
David Schmidt
Jerry Spotswood
Andrew Tincknell
The purpose of this manual is to make it
easier for you to effectively promote
Fort Hays State University.
Forward thinking. World ready.
In August 2009, Fort Hays State University launched a new brand
platform and a redesigned website.
This comprehensive online technical manual is intended to make it
easier for faculty, students, staff, alumni, licensed vendors and friends of
Fort Hays State University to effectively promote the university using the
new brand positioning platform.
The overarching goal of the brand platform is to apply the approved
design elements and messages to present a consistent representation
of the university, enabling the institution to speak with one voice. In other
words, all FHSU communications should include foundational graphic
elements – applied in a similar manner system-wide – to reinforce
the brand.
It is not a simple matter of applying the graphic elements in creative
or random ways. In order to present the FHSU brand effectively, the
brand design elements must be applied diligently and consistently so
that communications reflect the university’s personality.
Need help? Contact any of these members of the Brand Implementation Team
with your questions or to request assistance:
Kent Steward, Brand Manager, 4208, [email protected]
Mary Ridgway, Creative Director, 4521, [email protected]
Suzanne Klaus, Manager of Web Services, 5520, [email protected]
Andy Tincknell, Video Production Specialist, 4194, [email protected]
John Allen, Director of Printing Services, 5310, [email protected]
Kurt Beyers, Assistant Director of University Relations, 4480, [email protected]
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Table of Contents
Introduction ......................................................................2
Table of Contents..................................................................3
Brand Platform.....................................................................4
FHSU's Positioning Platform
Positioning Platform
Brand Promise
Brand Drivers
Brand Personality
Applying the Basic Parts of FHSU’s Identity...........................5
This is the University Logo
Applying the Logo
This is the University Mascot
Using the University Mascot
This is the University Tagline
This is Our Name
Be Careful with Shortcuts
Our Division Names
This is the University Seal
Academic Certificates
Award and Recognition Certificates
Secondary Logos and Taglines
Quasi-Indipendent Entities
Parameters to Qualify
Identity Marks on the Web
These Are Our Colors
Black and Gold
This is Our Paper
These Are Our Typefaces
Stationery/Publications
Web/Video
Branded Photography
Working with the World Wide Web ......................................15
Policies and Philosophy
General Guidelines
Writing for the Web
Social Media
Sub-unit Sites
Individual Web Pages
Use of Identity Marks on the Web
Accessibility
Advertising on the Web
Power of the Written Word ................................................ 19
Editorial Style
Distributing News
University Stationery System..............................................21
Letters
Digital Letterhead
Margin Settings on Letterhead
Secondary Logo Positions on Letterhead
Return Addresses/Envelopes
Business Cards
Name Tags
Forms
Message Pads/Routing Slips
Postcards
Mailing Labels
Licensing and Other Uses of the Trademarks.......................27
Licensing
Student Use of Trademarks
Imprinted Products/Specialty items
Ceremonial Items
Seizing Opportunities for Promotion....................................29
Brochures, Printed Publications and
Other Communications
Must Includes
Should Includes
Newsletters
Advertising
Media Coverage
Public Speaking and Presentation Materials
Virtual Media and Computer applications
Motor Vehicles
Tips for Better Publications.................................................33
Ensuring Standard Language..............................................34
Mission Statement
Affirmative Action Statements
Notice of Non-discrimination
Notice of Accessibility
Notice of Equal Opportunity Employment
Informal Notice of Accessibility
University Description and Location
Shorter Versions
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Brand Platform
A brand platform is the model for developing the associations audiences make
with our university. The purpose of using this model is to express the key ideas we
want to own in the hearts and minds of our most important audiences. It lets people
know who we are in an honest and consistent manner.
FHSU’s brand platform was developed not by the declarations of senior
administration but over a period of many months and with the input of many people
from all strata of the university community. It describes who we are, what benefits we
offer to our constituents and our aspirations.
All campus units are required to follow the brand platform and these identity
standards when creating communications.
Fort Hays State University’s Positioning Platform
Positioning Platform
Fort Hays State University is the region’s leading forward-thinking,
entrepreneurial university that values social, civic and professional engagement.
We attract goal-oriented students with a strong work ethic who want to live and learn
in a caring community.
From the beginning of their college experience, our students are actively engaged
in an exceptional depth of core learning opportunities, both inside and outside the
classroom. We provide extraordinary one-to-one attention and support. Our faculty are
outstanding teachers who motivate students to think globally, discover their potential
and develop their unique talents. We expect our faculty, staff, students and alumni to
be involved and engaged in their professions and communities.
Our graduates gain confidence, a deep appreciation of knowledge and the
professional skills that give them an advantage in their careers, now and for
a lifetime.
Brand Promise
Brand Drivers
• Learning opportunities with exceptional depth, inside and outside the classroom,
from the beginning of the college experience;
• Outstanding faculty and staff who deliver exceptional attention and support;
• An expectation of social, civic and professional engagement;
• Partnerships and learning experiences that bring together cultures, perspectives
and thinking from around the world; and
• Innovation that drives solutions.
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Brand Personality
• Visionary – forward-thinking, enterprising, entrepreneurial
• Responsive – action-oriented, community-minded, agile, helpful
• Hardworking – goal-oriented, down-to-business, roll-up your sleeves, resourceful
• Genuine – caring, supportive, warm, friendly, unpretentious, honest, informal
Applying the Basic Parts
of FHSU’s Identity
The university’s identity marks are designed to distinguish the university from all
other institutions of higher education and to help us achieve instantaneous, favorable
recognition in all forms of communication. The benefits to FHSU of such an identity
are obvious: Our institutional name, our identity, our “brand name” become associated
with quality and value.
The benefits of such recognition do not stop with the overall university, and
neither does the necessity for protecting that identity. The individual departments,
programs and offices of the university all share in, and contribute to, whatever identity
the university has.
This Is the University Logo
Fort Hays State University’s logo is the graphic representation of Victor E. Tiger
with a rule, the university name and the brand tagline. This is the university’s only
logo. It was first used in this configuration in 2009.
Try to keep the logo at least 1 inch tall (top of tiger head to bottom of tiger head)
whenever possible and no less than five-eighths of an inch tall.
If you need the logo art, it is available to download electronically at www.fhsu.
edu/ur. GIF versions are available for Web use and high resolution TIFF versions are
available for printed publications.
The logo must have the registered trademark symbol ® added to it when it is
reproduced on a commercial product. The ® is not necessary on letterhead and other
official university stationery.
The university logo and the university Web address or your department’s Web
address should appear on all printed publications.
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Applying the logo
• In almost all cases, the logo should be applied to the outside cover of printed
materials. Occasionally, compelling editorial or design considerations make it more
appropriate to apply the logo to the outside back cover.
• The logo is FHSU’s primary identity mark and was carefully designed as a
cohesive unit. The Tiger, rule, name and tagline are always to appear in this unified configuration.
• The university logo should never be stretched or distorted in any way. The logo
and its elements should not be reproportioned.
• The logo must not appear as the dominant element in the nameplate of
a newsletter.
• The logo must never be used as a headline.
• The logo must always be reproduced from official university artwork, located at
http://www.fhsu.edu/ur/logos/ and must never be copied and pasted from
a Web page.
• Do not add other elements to the logo or create new elements.
• Do not substitute the university seal, retired FHSU marks or the Kansas state
seal to represent the university.
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This Is the University Mascot
TM
TM
This is the stand-alone Tiger mascot mark.
The Tiger has been the mascot since 1914. No one knows for certain how it
came to be FHSU’s mascot, but the Tiger may have been the brainchild of W.A.
Lewis, the president of the Western Branch Normal School (FHSU), who came to
Hays from Missouri.
Many tigers have represented FHSU over the years, but on April 3, 2000,
the current mascot was unveiled. It is now the only acceptable image of the
university’s Tiger.
At the annual TailGreat on Sept. 9, 2000, the mascot was officially named
Victor E. Tiger. We encourage you to use Victor E.’s name.
There are five official versions of the mascot – a black version, a gray-scale
version, a 2-color black-bearded version, a 2-color gray-bearded version, and a
version suitable for reproduction on dark backgrounds. Both color versions are black
and gold (Pantone Matching System color 130).
The mascot must have a ® with it when it is reproduced in color on a
commercial product. “TM” should be used on all other versions of the Tiger.
The cheer squad uses a mascot costume to promote Tiger athletics. You may
contact the Department of Athletics to have the costumed mascot present at
special university events and public relations opportunities. The Center for Teaching
Excellence and Learning Technology (CTELT) also has a selection of photos of Victor
E. Tiger in various poses.
®
Using the University Mascot
®
You may use the mascot as a decorative element on a page. You can re-size it;
however, be sure to do it proportionally. You may also lighten it in order to use it as a
background on a Web page or as a watermark on a printed publication.
The Tiger reproduces best if it is on a light-colored background. You can
download it at http://www.fhsu.edu/univrel/logo.shtml. GIF versions are available
for Web use and TIFF, PDF and Adobe Illustrator versions are available for all
printed publications.
If you need a different version of the mascot for a special application, contact
University Relations.
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This Is the University Tagline
This is the one idea that you want to own in the hearts and minds of your most
important audiences.
It is preferred that you used the entire logo, but if you need to use the tagline as
a stand-alone element case-by-case approval is required.
Use the following grammatical structure: Capital “F” followed by lowercase
“orward thinking”; period; space; capital “W”; “orld ready” in lower case; period. The
preferred font is Book Antiqua Italic.
Use acceptable
names to
identify the
university.
This Is Our Name
Our official legal name is Fort Hays State University, and that is how it should
appear the first time it is mentioned in all documents, including Web pages. In
addition to our formal name, there are acceptable informal names that we use
beginning with a second reference. The following is a list of acceptable names by
which we are identified:
• Fort Hays State University
• Fort Hays State
• Ft. Hays State University
• Ft. Hays State
• FHSU
Use correct
abbreviations
for names.
Be Careful with Shortcuts
Use correct and
formal names
of administrative
offices
and departments.
Our Division Names
Even though it is acceptable to use abbreviations on such things as T-shirts, keep
in mind that not everybody in the world knows what FHSU stands for. Also, using just
“Fort Hays” may create confusion with the Fort Hays historical site.
The university name must have a TM with it when it is reproduced on a
commercial product. The TM is not necessary on letterhead and other official
university stationery.
Formal names should be used on all official publications such as letterheads,
course listings, legal notices, news releases, etc. Check the FHSU website or the for
up-to-date administrative office names and department names.
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This Is the University Seal
The university seal is used to prove authenticity on FHSU documents. It is
exclusively reserved for official documents such as diplomas, transcripts, certificates
and ceremonial recognition gifts. The university seal is never to be used for
decoration, on letterhead or for general use.
The university seal must have a TM with it when it is reproduced on a ceremonial
commercial product.
You can download it at http://www.fhsu.edu/univrel/logo.shtml. GIF versions are
available for Web use, and TIFF, and Adobe Illustrator vector versions are available for
all printed publications.
No other academic
recognition
certificates are to
be substituted or
distributed by
departments.
Academic Certificates
At the direction of the provost, FHSU has implemented a policy concerning the
manufacture and distribution of official university academic certificates. Students
who have made a substantial financial investment and worked hard to complete a
certificate program deserve a certificate that affirms FHSU’s academic excellence
and gives the recipient a positive impression of the institution. Fort Hays State is
providing a specially designed certificate and presentation folder to be exclusively
used for academic recognition.
To sustain the university's consistent image of quality, no other academic
recognition certificates are to be substituted or distributed by departments.
The certificate is an 81 /2-by-11-inch white linen, pre-printed certificate that
has fields where departments may insert custom information. The certificate also
includes a gold foil embossed university seal and is packaged in a matching black
folder that has the university seal embossed on the cover.
FHSU Printing Services will exclusively produce all academic certificates at a
modest cost to departments.
Please contact Printing Services for the specific guidelines on how to order
academic certificates. www.fhsu.edu/printshop
Award and Recognition Certificates
To appropriately honor FHSU faculty, staff, students and friends of the university,
please present something relative to the investment the individual has made to FHSU.
FHSU Printing Services has high-quality, pre-printed certificate blanks available
for your use. Please contact Printing Services to order generic certificates blanks.
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All logos must be
approved. Offices,
organizations
and departments
that desire a
secondary logo
or tagline, should
contact the Brand
Implementation
Team.
Secondary Logos and Taglines
It is in the best interest of everyone affiliated with the university to take
advantage of the power of a consistent brand. When everyone uses the same
university logo and brand elements, we strengthen the reputation of FHSU as
a whole. Because a secondary logo lacks the repeated viewings necessary to
become recognizable as a stand-alone brand, the use of secondary logos and
taglines is discouraged.
However, there are circumstances where it is necessary to have a secondary
logo. In order to qualify for a secondary logo and/or tagline under the university
branding system, you must either be
• a recognized quasi-independent organization, or
• apply for special permission.
All logos must be approved. The brand platform is retroactive to all existing logos
which must be resubmitted for approval for continued use. Offices, organizations
and departments that desire a secondary logo or tagline, should contact the Brand
Implementation Team (chair, Kent Steward, ext. 4208) for information about the
approval process and what the Brand Implementation Team expects when you make
your case.
Secondary logos for student organizations have greater latitude and are to be
approved by the Brand Implementation Team and the Office of Student Affairs prior
to use.
Quasi-independent entities are defined as, but not limited to:
• Organizations that operate as stand-alone entities, having a board of directors
and budget funding separate from the university proper (e.g., FHSU Alumni
Association, FHSU Foundation);
• Organizations that are contractually bound in partnership with outside independent
agencies. (e.g., KYLA/McDonalds);
• Organizations that provide a specific service mission to the community outside
the university (e.g., Sternberg of Natural History, KSBDC, Foster Grandparents,
Herndon Clinic); and
• Student organizations.
The secondary logos and taglines of quasi-independent entities must complement
and advance the university brand.
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Parameters to qualify for a secondary logo/tagline:
• Logos should use the university’s primary colors (black and gold);
• Secondary taglines must bear a direct relationship to the university tagline,
“Forward thinking. World ready.” and/or the five brand drivers;
• Use of a secondary logo must be necessary to conduct the business of the
organization above and beyond the university brand;
• A secondary logo must advance/benefit the university and enhance the
brand platform;
• The secondary logo must have potential to produce meaningful brand recognition
with its target audience.
In hearing appeals, the Brand Implementation Team will give consideration to other
reasons that are presented by the applicant.
Identity Marks on the Web
The need for Fort Hays State University to be clearly identifiable extends all over
the world via the Internet. This means that the need for quality and consistency on
our website is as great as for the printed material disseminated from all university
entities. For guidelines and policies covering the website, see Working with the World
Wide Web, beginning on page 15 of this manual.
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These Are Our Colors
BLACK
Most people recognize that our colors are an important component of the
university’s brand; consequently, people are frequently concerned about using the
“right” university colors. You should use color carefully to maintain consistency
and stature in all FHSU communications because it is critical to building brand
consistency and strengthening brand awareness in the marketplace. Use these colors
as much as possible in outreach materials.
PMS 130
Black and Gold
The core identifier colors for FHSU are black and gold. All FHSU electronic and
print communications must feature a significant presence of black and gold.
FHSU uses certain Pantone Matching System (PMS) colors.
The official PMS colors for FHSU are black and PMS 130. These colors are required
for the university stationery system. You are encouraged to match these colors as
closely as possible. Tints of black or gold are acceptable.
This Is Our Paper
Paper is also an important component of a consistent identity. All official
university stationery is to be printed on specific papers provided through FHSU
Printing Services. There is a preferred, better-quality paper stock for you to use. If
quality must be sacrificed because of cost considerations, there is an economy paper
available as a second choice. Paper has also been selected to work with the broadest
variety of office laser printers.
All official university stationery is to be printed by Printing Services.
FHSU uses white paper for its stationery system. This was selected so official
communications whether in print, FAX or via electronic distribution provides the
cleanest reproduction possible.
For your own publications, however, you may select whatever paper you prefer.
Certain colors may be associated with other schools, so keep our brand in mind
when you make your selection.
Printing Services offers a variety of coated, uncoated, textured and recycled
papers and they are available in varying weights. For more information regarding
paper, contact Printing Services at 5310.
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Book Antiqua
regular
Book Antiqua italic
Book Antiqua
Bold
Book Antiqua
Bold Italic
Helvetica Neue
Condensed
Helvetica Neue
Condensed Oblique
Helvetica Neue
Bold Condensed
Helvetica Neue
Bold Condensed
Oblique
Verdana
Verdana Italic
These Are Our Typefaces
FHSU's official corporate typefaces for stationery and publications are:
• Book Antiqua (regular, italic, bold, bold italic) and
• Helvetica Neue Condensed (ultralight, thin, light, regular,
medium, bold, heavy, black, extra black).
FHSU's official corporate typefaces for Web and video are:
• Verdana (regular, italic, bold, bold italic)
These font families provide a great deal of flexibility in creating communications
for a wide variety of media.
No other fonts may be substituted within the stationery system.
You are encouraged, but not required, to use these fonts in your
other external communications such as print publications, Web applications and
instructional and presentation graphics as well as video and packaging.
Some of these fonts are automatically bundled with software packages you
may already own. The fonts are available for purchase at a reduced cost through
FHSU's computing center. All university computers that contain these fonts must be
licensed to do so. Departments are responsible for monitoring font licenses.
Independent graphic designers, commercial printers and other vendors who
need the fonts to do work for the university must purchase the fonts directly from
any type vendor.
For campus entities needing assistance in purchasing the fonts through the
university, please contact Viv Zimmerman in Computing Services at vzimmerman@
fhsu.edu or 4031.
Verdana Bold
Verdana Bold
Italic
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Concepts for branded
photography are to
be developed from
the five brand
drivers.
Branded Photography
Photos can powerfully communicate the essence of the FHSU brand. It is
important to select imagery that reflects the university’s brand and personality.
Branded FHSU images are designed to tell a story that illustrates a brand
promise. The formula we use for branded images is to have a person in a
conversational moment at one edge of the image and then have a secondary image
in the background that shows what the person is telling you about.
A world map is often, but not always, subtly included within the image. You can
view other examples throughout FHSU’s website.
Complex, busy or lower-quality photos are discouraged. Consider using stock
imagery when high-quality images are not available.
Do not use low-resolution images off the Web for print applications.
When selecting images, remember that your audience is seeing them for the
first time and does not have insider information about your organization. A photo
of someone shaking hands is meaningless to an 18-year-old. Show your audience
something that would be of interest to them, not you.
When you arrange for photo shoots, be sure that appropriate releases have
been signed, especially if the model is underage or the subject matter of the image
could be interpreted as disparaging to the model. Be sure the release covers all uses
including Web, print and departmental uses.
Branded images are considered copyrighted by the university and for valid
university commercial use. FHSU reserves all rights.
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Working with the World Wide Web
Policies and Philosophy
Fort Hays State University Web content managers are responsible for the content
of the pages they publish and are expected to abide by the highest standards of
quality and responsibility. These responsibilities apply to all – whether colleges,
departments, offices, student organizations or individuals. Each document on the
FHSU website is considered part of the university’s public presentation. Each page
linked to the FHSU page must contain accurate information, follow a clear and
cohesive style, be 508 compliant (handicap accessible), and reflect positively on
the university.
Content managers are required to comply with all university policies and
rules and with state and federal laws concerning appropriate use of computers.
Consideration must be given to the following when constructing Web pages:
• Web resources should support the mission of the university.
• Resources should be evaluated for authority and accuracy.
• Restricted and/or copyrighted resources should be identified
and secured.
• All accessibility guidelines must be followed. http://www.fhsu.edu/accessibility/
• Control and maintenance of Web page content is the responsibility of the
content manager.
FHSU pages must
contain accurate
information, follow
a clear and cohesive
style, be handicap
accessible, and
reflect positively on
the university.
General Guidelines
When creating pages, focus on the needs of your viewers in both design and
content considerations. Determine if the information being presented is for internal
viewers (and further, if it is for staff/faculty, students or both) or external viewers.
Depending on the audience, the pages may require different information, priorities
and presentation.
When designing a page, the following items should be considered:
• Each link should be descriptive (e.g., DO NOT USE: Click Here).
• Graphics and illustrations should follow university identity standards and policies
and have alt tags (descriptions).
• It is helpful to identify file size on downloadable files
in kilobytes (e.g., 3K).
• Web page creators are strongly encouraged to label university-owned images
and resources.
• Navigational tools (e.g., table of contents and anchors) are helpful when a page
gets lengthy.
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Writing for the Web
People who visit websites want information that is dynamic, easily accessible and
engaging. Writing should be less formal, including uses of sentence fragments and
short, declarative phrases. In addition it should have a personal feel, which can be
achieved through use of second-person references. Please contact the Office of
University Relations and the Brand Implementation Team for assistance on how to
write effectively for the Web.
Social Media
Technological innovations have created more lively and interactive programs for
communicating with target audiences. As we become more Web-centric, it is
important to use these new and various forms of communication to accomplish
effective recrutiment and other goals. Please contact the Office of University
Relations and the Brand Implementation Team for assistance in creating
social media.
All college,
administrative,
departmental and
office sites must
use the university
Web template.
Sub-unit Sites
Since the FHSU website was redesigned in 2009, all college, administrative,
departmental and office sites must use the template provided. There is much to
be said about having a consistent look throughout a university website, and since
we began using a template in 2002, we have had very positive responses from our
various audiences regarding our look and navigational system. Our viewers have
commented that they always know if they are on the FHSU site as they go from page
to page.
The header, footer and main navigational system are not to be changed; however,
each unit should add its own contact information. This can be done as a link on the
navigation bar or as text at the bottom of each page. Also, each unit should be sure
to include its name at the top of every page on its site.
A style sheet was created with type specifications and background colors. Again,
these cannot be changed. They provide much flexibility as far as size of type and
use of bold and italicized type. The style we chose is very clean and readable on any
browser or platform. This adds to the consistency throughout the site. It also ensures
that viewers can see your pages correctly as the Web only supports a select group
of fonts.
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Individuals who use
FHSU computers to
house their pages, or
use an “fhsu.edu”
address for their
pages, or if the
content of their pages
will cause them to
be associated with
FHSU, need to be
aware of the
Acceptable Use
of Computing
Resources policy of
the university.
Individual Web Pages
University names,
the logo and other
university identity
marks are reserved
for official university
use only.
Use of Identity Marks on the Web
Faculty members are encouraged to create individual Web pages in order to
provide students with course information, syllabi and some biographical information.
These pages should include the full name of the university and should link back to
the departmental page and/or to other FHSU pages. Faculty members must use
the FHSU template on their first page; however, on subsequent pages, use of the
template is not required.
Individuals who use FHSU computers to house their pages, or who use an “fhsu.
edu” address for their pages, or if the contents of their pages will cause them to
be associated with FHSU, need to be aware of the Acceptable Use of Computing
Resources policy of the university. The main concerns about these pages include the
use of state/university equipment for purposes other than those for which they are
intended, and the use of “fhsu.edu” (sort of an “electronic letterhead”) which would
cause an individual’s actions to be inappropriately associated with the university.
If, however, an individual uses an address from another information provider and
his or her own computer to house the links/materials without any direct reference to
the university, the university would probably have no grounds to interfere.
Most importantly, though, and legalities aside, you need to think very carefully
about your Web page. The Internet offers unprecedented power for people to display
and market themselves to the world instantaneously – not only to strangers, but to
friends, family, prospective employers, virtually everyone. First impressions are hard
to overcome, and you may wish to think twice about the personal risks versus the
benefits associated with how you present yourself to the world through your site.
Once done, it cannot be taken back. “You never have a second chance to make a
first impression” rings especially true for the Internet.
The Web has created a powerful new opportunity for personal expression, and
that is especially positive in the university setting where the free exchange of ideas
is so highly valued. On the other hand, remember to keep a professional look while
personalizing your pages.
University names, the logo and other university identity marks are reserved
for official university use only. Personal Web pages may not display the logo, the
university seal or other university identity marks. Personal pages should not lead
Web readers to believe they are official university Web pages. In the case of student
organizations or affiliated faculty/staff organizations, some exceptions may be
made. Contact Suzanne Klaus, the FHSU Manager of Web Services, at ext. 5520 for
prior approval. For approval to use any other university identity marks, contact the
Office of University Relations.
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For governmental
websites, follow
accessibility rules
that were
established
by the federal
government and
adopted by
the state of Kansas.
Accessibility
For information
about advertising on
the Web, visit http://
www.fhsu.edu/ur/.
Advertising on the Web
Most of you have heard about the accessibility rules for governmental websites,
including educational institutions, that were established in 2000 by the federal
government and adopted by the state of Kansas. Basically, what they mean is that
all websites should be “device independent” and “508 compliant.” In other words,
you should not need to use a mouse; you should be able to pull up a given page on
a PDA or a cell phone. Also, you should be able to go through a particular page from
link to link using the tab key rather than having to click the mouse. One of the main
groups to which the accessibility guidelines apply is the visually impaired. If they have
to use a screen reader, it is imperative that you have designed the site with usability
in mind. This is another reason it is important to give your links meaningful names,
as previously mentioned. We have a website that includes accessibility guidelines
and links to methods for testing your pages – http://www.fhsu.edu/accessibility/. It
contains links to state and federal information sites.
Advertising policy is determined at the state level. For information about
advertising on the Web, visit http://www.fhsu.edu/ur/.
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Power of the written word
Editorial Style
Not every academic area uses the same professional writing style manual
(Chicago Manual of Style, Associated Press Stylebook, the MLA, etc.). The Office
of University Relations adheres mainly to the AP Stylebook in its news releases
because most of these go to news outlets familiar with AP style. The main reason
for adopting any particular writing style is consistency in the presentation of certain
kinds of information: names, titles, addresses, statistics, numbers, etc. Consistency
in such things is desirable because it causes readers the least amount of effort and
confusion while leaving writers the freedom to be creative and imaginative where it
will give readers the greatest benefit.
Distributing News
News from Fort Hays State can be anything: student, faculty, staff
accomplishments; events and activities; research; personal stories; professional
stories; even what-I-did-last-summer/fall/semester/spring break. University Relations
can distribute news to any newspaper or broadcast outlet in Kansas and beyond and
can provide guidance on what news outlets are most appropriate for a given story.
While newspapers are still the bulk of our news distribution, the decline in their
readership and the advance of technology is driving a more Web-centric news
focus, a change that will only intensify with the university’s move to a revamped and
expanded Web presence. The Web is rapidly becoming our primary news focus.
News does not have to be “cleared” through the news bureau of University
Relations. In fact, we encourage faculty and staff to develop their own news
contacts, but we also urge you to work through our office to distribute formal news
releases because of our experience in dealing with media. This also ensures that
the news release will become part of the university archives, and it prevents the
possible duplication of news releases, which can create confusion and ill will at
news agencies.
The Office of University Relations has a sophisticated, highly effective system for
delivering news releases. News can be submitted to Kurt Beyers, assistant director of
University Relations, at [email protected].
Any pertinent or interesting information should be provided – background on
the people and organizations involved; quotes from someone on the significance of
the event; the hometowns and classifications of any students involved; any special
requests for distribution; anything else you think adds to the story. Double check
names, dates, times and places when providing information.
It is especially important to get names of people spelled correctly and in the
form preferred by the owners of the names. The full proper name of any organization
involved should be included and designated as such. Do not let it go with the
shorthand version used around your office. It is quite likely nobody else will know
what you are talking about.
Lastly, allow enough time. University Relations can get information to local news
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10/19/12 11:15 AM
outlets at almost any time, but if you wait until the morning of the day the information
needs to go out, your news may fall victim to more urgent priorities. Anything from
three or four days up to two or three weeks of lead time will be necessary, depending
on the nature of the news. If you have any questions about any aspect of getting your
news out, call Kurt at 785-628-4480 or e-mail him at [email protected].
The news you send to University Relations does not have to be in final form. We
prepare it the way news people like to get it, so you can make your submission to the
news bureau as chatty and long as you like.
20
10/19/12 11:15 AM
University Stationery System
All FHSU communications are important to the image and stature of the
university. It is important that each department is on an equal footing with every
other department and that each department enforces the graphic standards set
forth in this manual. Letterheads, business cards, memos and other stationery items
are major communication devices. The university sends out hundreds of thousands
of these items every year. All stationery items carry the university logo. The
university stationery system as shown in the following pages is the standard for all
departments, programs and offices. University stationery is the most frequently used
means of external communication that shows a consistent image of the university
beyond campus. The following graphic standards must be used so we can present a
consistent image of the university.
FHSU’s Printing Services is the only authorized manufacturer of
The TM or ® are not necessary on letterhead and other official
Letters
Printing Services will prepare either letterhead, which is 81 /2-by-11-inch paper, or
a half-sheet, which is 51 /2-by-81 /2-inch sheets used for short notes and enclosures.
These formats are the only acceptable formats for letterhead to represent FHSU. No
other logo may be substituted on university stationery.
Only entities with approved secondary logos may include it on their stationery
and only in the prescribed format.
The university logo mark, black and gold rules, and department names are the
only elements that appear at the top of a letter page. All other information, including
approved secondary logos, appears at the bottom.
Digital Letterhead
For purposes of e-mailing official letters, digital letterhead can be provided to
you. The digital letterhead is set up as a Microrsoft Word template. You can type in
your letter, export it as a PDF and attach the PDF to an e-mail message. This protocol
provides you with a degree of security so that no one but you can use your template.
Please contact Printing Services to set up your personal template. There is a
nominal fee for this service.
21
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set margins between here
Start letter date here
UNIVESITY RELATIONS
204 Sheridan Hall · 600 Park Street · Hays, KS 67601-4099
785-628-4206 · FAX (785) 628-4152 · www.fhsu.edu/univrel
University letterhead
Margin Settings on Letterhead
Use the above settings for margins on university letterhead.
22
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DOCKING INSTITUTE OF PUBLIC AFFAIRS
302 Custer Hall · 600 Park Street · Hays, KS 67601-4099
785-628-1234 · FAX (785) 628-1234 · www.fhsu.edu/docking
University letterhead with secondary logo
Secondary Logo Positions on Letterhead
An approved secondary logo may appear on university stationery at a maximum
of one-inch square, or smaller than the Tiger head of the logo, and only at the bottom
right corner. No other configurations are acceptable. The example represents the
proportional size and position that a logo is to appear on stationery.
23
10/19/12 11:15 AM
Return Addresses/Envelopes
Printing Services will prepare business envelopes and return addresses.
You are highly encouraged to use white envelopes to present the university in a
consistent manner.
In cases where you need to set up your own return address, follow this format.
No other logos are to be used on return addresses for university business unless
they have been approved by the Brand Implementation Team. Approved secondary
logos cannot appear on envelopes because the university’s mail equipment prints
more than halfway across the top of the envelope and U.S. Postal Service automated
equipment requires a clear space at the bottom two-thirds of the envelope.
Because your mailing rate will be affected, the set-up for a return address on
an envelope or brochure must be strictly followed. Adding extra lines of text to your
address, or other graphics that do not comply with federal postal regulations, may
nullify any mailing discount to which you would otherwise be entitled.
/ " from top edge
1 8
Logo is
to be
5/8" tall.
/ " in
from left
edge
5 16
OFFICE OF THE PRESIDENT
600 Park Street
Hays, KS 67601-4099
Have at least 2/3rds
clear space from
the bottom of
your address to to
the bottom of the
envelope
Align the top of
the first line of
your address
with the left edge
of the black and
gold rules and
1/16" below the
gold rule.
Text font for line one of your
address should be 9-point Helvetica Neue Condensed Regular,
all capital letters, and have one
extra point of leading between
lines (9-point type on 10-point
leading). Lines two and three are
to be upper and lower case.
24
10/19/12 11:15 AM
Business Cards
ATHLETICS DEPARTMENT
Victor E. Tiger
Executive Mascot
300 Sheridan Hall
600 Park Street
Hays, KS 67601-4099
785-628-FHSU
FAX: 785-628-1234
[email protected]
www.fhsu.edu/athletics
Cell: 785-628-CELL
Home: 785-628-HOME
extra line
extra line
Standard format
Gary Brinker, Ph.D.
Director
302 Custer Hall
600 Park Street
Hays, KS 67601-4099
785-628-FHSU
FAX: 785-628-1234
[email protected]
www.fhsu.edu/docking
Cell: 785-628-CELL
Home: 785-628-HOME
extra line
extra line
Alternate format with secondary logo
DOCKING INSTITUTE
OF PUBLIC AFFAIRS
These are the only acceptable formats
for FHSU business cards. Secondary
logos are to appear in the position and
proportional size indicated in this sample.
The Tiger on the University logo on
business cards is 27/32" tall. Approved
secondary logos should fit in a half-inchsquare box or smaller than the Tiger logo
and always be positioned in the lower right
corner of the card.
Business cards are to be printed only by
Printing Services.
Be sure to include the FHSU website
address on your business cards.
You may include a QR code on the back
of the card.
Name Tags
University Relations has pre-printed,
self-adhesive FHSU name tags and will
provide them for your function for free.
Please contact the Office of University
Relations to request name tags.
Forms
Name tag
Whenever possible, put the university
logo at the top left of the page, one inch tall,
and extend the lower black and gold rules
across the page. If your form is in one color,
use two black rules. The name of your form
looks best if you flush it right and position it
just above or below the rule (see format of
business cards or message pad).
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10/19/12 11:15 AM
Message pads/
Routing Slips
IMPORTANT MESSAGE
FOR
DATETIME
OF
PHONE
pTELEPHONED
p CAME TO SEE YOU
p WANTS TO SEE YOU
p RETURNED YOUR CALL
p PLEASE CALL
p WILL CALL AGAIN
pRUSH
p SPECIAL ATTENTION
MESSAGE
SIGNED
Message pad
Message pads and routing
slips are internal communication
tools, so identity guidelines are
encouraged but not required.
The sample is provided should
you desire a consistent university
stationery package for
your department.
Postcards
Postcards come in many sizes.
To qualify for first-class postcard
mailing rates, postcards are
defined and required by the
U.S. Postal Service to be no
less than 31 /2 inches by 5 inches
and no larger than 41/4 inches
by 6 inches. Because Federal Post
Office mailing guidelines are very
specific about what you can and
can not include on the mailing side
of an envelope or postcard, FHSU
Printing Services will set up the
university return address format
for you. In addition, you should
always include FHSU’s website
address, but not on the return
address side.
Mailing Labels
600 Park Street
Hays, KS 67601-4099
FROM:
TO:
This parcel may be opened for postal inspection.
When you do not have a
preprinted envelope available,
please use printed mailing
labels whenever possible.
Printing Services can provide
generic labels for you, or can
customize the address lines for
your department.
Mailing label
26
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Licensing and Other Uses of
the Trademarks
Licensing
Supporting the
licensing policy
protects you and
the university.
The Tiger logo,
Fish-Within-a-Fish,
the Sternberg
Museum of Natural
History logo and
the phrase “The
University of Western
Kansas” are all
REGISTERED
trademarks of the
university and require
a ® next to them
on all commercial
products. All other
FHSU names and
marks require a TM.
Fort Hays State University has operated a licensing program since 1994 to
provide legal protection for its identity marks. To protect the university’s image and
to protect the university from liability, Fort Hays State University’s licensing program
establishes ownership and regulates the use of its name and other identity marks.
Specifically, the licensing policy serves to:
• Protect the institution from liability lawsuits and legally
uphold the trademarks of the university;
• Ensure that the imprinted images of FHSU are accurate; and
• Ensure that those images and products reflect the quality
and the mission of the institution.
We are a mid-sized university with a long record of highly successful athletic
programs, many other popular activities and an alumni base of more than 50,000.
Therefore, we enjoy a demand for commercial products that capitalize on our name
and image.
Although the university once charged royalty fees for the use of its protected
identity marks on commercial products, all royalty fees have been discontinued in
order to encourage wide dissemination of our image. However, all businesses are
required to become licensed by submitting an agreement and paying a $50 annual
fee, acknowledging FHSU’s ownership of its marks. In addition, all uses of the
university’s protected identity marks must be presented to the Office of University
Relations for approval prior to manufacture. This approval is required for all uses,
commercial or otherwise. A vendor’s licensing agreement entitles it to manufacture
licensed products for FHSU, the Sternberg Museum of Natural History and the
Kansas Wetlands Education Center.
Please contact the Office of University Relations for information about the FHSU
licensing program or visit the website at http://www.fhsu.edu/ur/licensing.
Student Use of Licensed Marks
Officially recognized student organizations are not required to be licensed, but
all student organizations must contact the Office of University Relations for approval,
prior to product manufacture, when using Fort Hays State University’s name and
identity marks.
27
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For more information about the FHSU
licensing program,
visit the website at
http://www.fhsu.
edu/ur/licensing.
A current list of
licensed
manufacturers
is posted on
the website.
Imprinted Products/Specialty Items
Promotional items are highly visible tools for communicating the FHSU identity.
They are seen across the country and throughout the world. There are specific
procedures to follow in order to have imprinted products manufactured. All products
that reproduce FHSU’s name or identity marks, whether for resale or for university
use, are subject to the policy. The policy requires you to:
• Use an FHSU-licensed vendor to manufacture your product, or
• Get signed approval from University Relations for the design prior
to manufacture, regardless of funding source or scope of product use.
For more detailed information on the licensing program, visit http://www.fhsu.
edu/ur/licensing.
Use the university
seal only for very
special occasions.
Ceremonial Items
Even though the university seal is reserved for use on ceremonial items,
remember that ceremonial items can provide a great opportunity to promote FHSU.
Using the seal for special occasions can add value and impact to your personal
relations with donors, high-profile celebrities and professionals, exceptional
students and colleagues, and special friends of your department. Ceremonial items
may include certificates, class rings and approved licensed products intended as
ceremonial gifts.
To preserve the value of the university seal, the seal is reserved exclusively for
ceremonial use. Please do not use the seal on everyday items such as sportswear,
letterhead and trinkets.
28
10/19/12 11:15 AM
Seizing Opportunities for Promotion
Each department is
an ambassador of
the university, so it
is important that
everyone appears to
be a part of the same
family by sharing
certain graphic
elements.
Brochures, Printed Publications
and Other Communications
The quality of any organization is reflected by the quality of its publications. Each
year, the university produces thousands of brochures, manuals, guides, graphics
and other printed materials. In addition, departments and organizations develop
unique event and program graphics. Each is an ambassador of the university, so it is
important that every one of them appears to be a part of the same family by sharing
the brand elements. The branding program works toward that goal while striving to
give creative freedom within the general brand framework.
All university publications and
communications must include:
• The words “Fort Hays State University” and/or the university logo conspicuously placed on the front cover.
• The university or department Web address.
• The university 800 or department telephone number.
• Proof points based on the 5 brand drivers.
All university publications and
communications should:
• Use black and gold inks or gold paper.
• Use branded photos and images that capture the essence
of the five brand drivers.
Newsletters are your
own domain, but
please identify
your publication as
part of the university.
Newsletters
Your departmental or organizational newsletter is your own and no one is going
to tell you how to design it, but it still represents FHSU. You are highly encouraged
to include proof points based on the five brand drivers within your content and use
the tools provided to connect your newsletter to the university brand platform. If your
newsletter is about your department or about sanctioned university activities, please
include the full name of the university in your banner nameplate and a return address
using the specified university return address format.
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Strengthen your
department’s image
by using the
university’s
brand platform.
Advertising
Advertising comes in a multitude of formats and is a highly visible communication
device. It makes an important impression and therefore should have a stature and
quality that bespeak the university’s achievements and excellence. The goal is
to make FHSU ads instantly identifiable as FHSU ads and thereby strengthen the
university’s public image. All advertising must include the full name of the university
and/or the university logo and, if possible, should include use of:
• The university or department website address and 800 or department telephone number.
• The “Forward thinking. World ready.” tagline.
• Black and gold ink or gold paper.
• Branded images that reinforce the five brand drivers.
• The Victor E. Tiger mascot.
One of the key functions of the Brand Implementation Team is to integrate
advertising. While the team does not attempt to control advertising by individual
departments, programs and offices, it is extremely important to notify the team
about all advertising to avoid conflict and duplication. Proper notification can also
facilitate coordination of efforts that can save money and promote the university
more effectively.
Distinguish FHSU
from other
institutions.
Media Coverage
Representatives from television, radio and newspapers are often invited to
campus for news opportunities. You can get more public recognition for your
department, program or office and for FHSU by wearing an FHSU lapel pin or
collegiate sportswear, using black and gold in your backdrop, by frequently using the
words “Fort Hays State University” in your verbal address, and by using podiums that
have the FHSU seal on them.
Be aware that displaying memorabilia and wearing sportswear from other
universities while being interviewed by the media will undermine your efforts to
promote your FHSU department or program.
Advice on how to deal effectively with the media is available
at http://www.fhsu.edu/ur/.
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10/19/12 11:15 AM
What you wear
and objects in the
camera’s view can
affect the image you
are trying to
communicate.
Public Speaking and
Presentation Materials
We all want FHSU to be recognized as a quality academic institution. Your activity
in your area of expertise brings honor and recognition to this institution. Doing little
things has a cumulative effect, and your help is needed. With little effort, you can
help distinguish FHSU from other academic institutions and make the university
more recognizable. Whenever you make a public presentation, you have a unique
opportunity to connect with the public and create awareness about the university.
Again, consider wearing an FHSU lapel pin or collegiate sportswear. Generously
use black and gold or the words “Fort Hays State University” in your handouts and
other visual materials. The FHSU logo and mascot make attractive signatures on
digital presentations.
Through extensive research that included interviews with faculty, staff and
students across the campus, we identified five brand drivers that capture Fort Hays
State University’s defining characteristics. They are:
• Learning opportunities with exceptional depth, inside and outside the classroom,
from the beginning of the college experience;
• Outstanding faculty and staff who deliver exceptional attention and support;
• An expectation of social, civic and professional engagement;
• Partnerships and learning experiences that bring together cultures, perspectives
and thinking from around the world; and
• Innovation that drives solutions.
When making a public presentation, you should first consider the brand drivers
and then tell your own story, in your own words, as “proof points” to help people
understand who we are.
Use the logo and branding elements in your PowerPoint presentations for
lectures or research presentations.
Use the identity
graphics when you
package academic
materials.
Virtual Media and
Computer Applications
As FHSU’s faculty develop unique interactive video, television, other virtual media
and computer applications that will go out into academia and the marketplace, it is
important that the university be identifiable for its unique talent and creations. Clearly
identify within the medium and on its outer label that it comes from Fort Hays State
University. Conspicuously display the FHSU logo, Tiger and other brand elements.
31
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Motor vehicles can be
a promotional tool for
the university.
Motor Vehicles
Both on and off campus, motor vehicles are visible ambassadors that represent
the business of FHSU. All highly visible official university vehicles, including motor
pool, grounds and other university maintenance vehicles, are to have permanent
FHSU decals on the left and right door panels.
Please promote FHSU on non-university vehicles by using magnetic signs, front
license tags, FHSU state-issued license tags, FHSU bumper stickers, static-cling
window decals or antenna flags or other markers.
Contact the FHSU Alumni Association, 785-628-4430, for information on how to
get an FHSU state license tag that bears the Victor E. Tiger image.
32
10/19/12 11:15 AM
Tips for Better Publications
DO:
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Use one clean, readable type font with different weights or italics for emphasis where needed.
Use a standard, easily read, 9- to 12-point type size for body copy of your newsletter or brochure.
Decide on the hierarchy of the information to emphasize – from the most important to the least important.
Emphasize main topics through headlines. Headlines look attractive in boldface and slightly larger
type sizes than body text.
Use consistent type sizes for headlines, subheads and body text.
Use larger type and dull-finished paper for older audiences.
Leave adequate leading, margin and gutter space.
Limit the number of graphics or clip art per page.
Make sure clip-art styles match.
Leave a comfortable amount of white (or breathing) space around headlines – add at least a pica of space
above a headline to separate it from the previous story.
Include at least a pica of space around text inside boxes.
Include the university logo in the proper way.
Include attractive, action-oriented photos that communicate the message of the nearby text.
Check with FHSU’s Printing Services before you start your publication. This will:
1. ensure the most appropriate and least expensive method of printing and mailing your publication; and
2. ensure the proper postal indicia appears as is accepted by the U.S. Postal Service.
Note that the ZIP code for FHSU is 67601-4099.
Include your department’s Web address and telephone number.
DON’T:
•
•
•
•
•
•
•
•
•
•
•
Use more than three different type families per publication.
Use hard-to-read type styles or sizes (no smaller than 9 point for body copy) or too-large sizes that rudely
shout at the reader.
Forget to include the university logo, Web address and 800 or your department’s telephone number.
Alter the university’s identity marks.
Use identity marks other than university-approved marks.
Use dull, poor-quality or inappropriate photographs in your publication.
Clutter or crowd your pages.
Try to emphasize everything.
Fall into the FOUR-IN-ONE TRAP!!! You don’t need ALL CAPS, underscoring, bold face and exclamation
points (!) to show emphasis. In trying to emphasize everything, we emphasize nothing.
Use the wrong method of mailing for your publication. Refer to Printing Services’ manual,
Guide to Non-Profit Mail Services.
Download images from Web pages for print reproduction.
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Using these
standardized
statements can help
you be sure you are
giving correct
information.
Ensuring Standard Language
The following are approved forms of standard statements that are required,
either by law or common sense, in various publications.
Mission Statement
The following mission statement for FHSU has been approved by the Kansas
Board of Regents:
Fort Hays State University provides accessible quality education to Kansas, the
nation, and the world through an innovative community ot teacher-scholars and
professionals to develop engaged global citizen-leaders.
Use these
standardized
statements for
placement ads,
special events and
situations where
protected groups
may be affected.
Affirmative Action Statements
The following is the approved wording to be used for the various sections of the
affirmative action notification to be used in published FHSU materials.
Notice of Non-discrimination
Fort Hays State University does not discriminate on the basis of sex, race,
religion, national origin, age, disability, Vietnam era veteran status or special disabled
veteran status in its programs and activities. The director of affirmative action, Lisa
Karlin, coordinator of Title IX, Title VI, Section 504 and ADA regulations, may be
contacted at 600 Park Street, Hays, KS 67601-4099, 785-628-4232.
Notice of Accessibility
Fort Hays State University will ensure that no qualified person with a disability
is denied the benefits of, excluded from participation in, or otherwise subjected
to discrimination because of inaccessibility of education programs and activities
operated by Fort Hays State University. To obtain information as to the existence and
location of services, activities and facilities that are accessible to persons
with disabilities, interested persons should contact Lisa Karlin, coordinator of Title IX,
Title VI, Section 504 and ADA regulations, 600 Park Street, Hays, KS 67601-4099,
785-628-4232 or [email protected].
Notice of Equal Opportunity Employment
Fort Hays State University is an affirmative action/equal opportunity employer.
Women, minorities, the disabled and veterans are encouraged to apply.
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Informal Notice of Accessibility
It is important that you enjoy the [insert name of event]. Persons with special
needs or requirements should provide advance notice to Kenton Oliff, Director, Kelly
Center at 785-628-4401.
[You are encouraged to use a wheelchair symbol with this notice.]
Use these
standardized
statements when
you are reaching
an audience
unfamiliar with
the university.
University Description and Location
Fort Hays State University is a thriving liberal and applied arts, state-assisted
institution with an enrollment of more than 13,000 students. It offers bachelor’s
and master’s degrees in many fields and provides a wide variety of cultural and
intellectual resources, not only for its faculty, staff and students but for the western
Kansas region and beyond. Fort Hays State occupies the southwest corner of Hays,
Kan., a city of about 20,000 people located halfway between Kansas City and Denver
on Interstate 70. The city and its people make their livings from across a wide
spectrum of industries – agriculture, education, light manufacturing, medical care,
oil, retail and technology.
Shorter Forms of University Description and Location
When a Description of the Institution is Needed
Fort Hays State University is a thriving liberal and applied arts, state-assisted
institution with an enrollment of more than 13,000 students. It offers bachelor’s
and master’s degrees in many fields and provides a wide variety of cultural and
intellectual resources, not only for its faculty, staff and students but for the western
Kansas region and beyond.
When a Description of Only the Physical Location
and Setting is Needed
Fort Hays State University occupies the southwest corner of Hays, Kan., a city
of about 20,000 people located halfway between Kansas City and Denver on
Interstate 70. The city and its people make their livings in a wide spectrum of
industries – agriculture, education, light manufacturing, medical care, oil, retail
and technology.
When a Description of Only the Physical Location is Needed
Fort Hays State University occupies the southwest corner of Hays, Kan., a city
of about 20,000 people located halfway between Kansas City and Denver on
Interstate 70.
35
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Identity Standards Manual - Fort Hays State University

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