Teachers College, Columbia University Enrollment Services Brand Guide 1 Brand Guide ENROLLMENT MARKETING Teachers College, Columbia University Enrollment Services Brand Guide Table of Contents BRAND OVERVIEW Why is Branding Important? 5 Our Values and Narrative 6 LOGOS The Wordmark Logo 8 Appropriate Wordmark Logo Usage 9 Minimum Clearspace & Size 10 Additional Logos 11 Logo Practices to Avoid 13 Unacceptable Logo Usage 14 COLORS Primary Color Palette 16 TYPOGRAPHY Primary Typefaces 18 Primary Typefaces–Substitutions 20 Typography in Use 21 PHOTOGRAPHY Best Practices 23 Photography Examples 24 Do’s and Don’ts 25 LANGUAGE Guidelines 27 TC Specific Guidelines 28 General Guidelines 30 APPLYING THE IDENTITY Viewbook 36 Program Brochure–Education 37 Program Brochure–Health 38 Program Brochure–Psychology 39 Print Ad 40 Admitted Student Packet 41 Digital Ads–Google 42 Digital Ads–Bing 46 Digital Ads–Facebook and Instagram 47 Co-branding 48 IN CLOSING Contact 50 BRAND OVERVIEW Prepare to tell a story Teachers College, Columbia University Enrollment Services Brand Guide 5 T Why is Branding Important? TC’s brand is our promise. Used correctly and consistently, clear branding—visual identity and approved language—empowers the College to connect with our prospective students , and appeal to them as they consider advancing their studies at TC, at one of our competitors, or perhaps even not at all. With the sum being greater than the parts, branding—the appropriate usage of colors, fonts, logos, and naming conventions—seeks to advance TC as it furthers its mission to remain among the finest institutions of graduate-level education in the world Among our secondary goals, enhanced credibility, a sense of loyalty , and a competitive edge can be achieved when branding is thoughtfully deployed and protected. It’s not just world class curriculum and the faculty who serve as thought leaders and future mentors that appeal to prospective students—it is the brand too. A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” — Seth Godin, Best-selling author, entrepreneur, and speaker Teachers College, Columbia University Enrollment Services Brand Guide 6 W Our Values and Narrative We are the nation’s first, largest, and most comprehensive graduate school of education We were founded on the proposition that education alone can’t correct our society’s inequalities—that to maximize the life chances of all people, we must also support poorer communities’ physical and nutritional health and psychological wellbeing . Thus, fields such as educational psychology, nursing education, nutrition education, special education, conflict resolution, and spirituality and education were created at TC, and for more than a century, we have prepared psychologists, nutritionists, health educators, speech pathologists, and other professionals, as well as teachers and school leaders. Through more than 120 academic programs, we prepare graduates to tackle today’s most pressing problems Branding serves as the foundational bedrock as we unfold that narrative and watch it catch fire before the next generation of TC student scholars. LOGOS Prepare to be recognized Teachers College, Columbia University Enrollment Services Brand Guide 8 T The Wordmark Logo The wordmark logo is the primary element of the Teachers College visual identity system and must appear on all communications representing Teachers College, Columbia University. It may not be modified. The wordmark logo is available in singular plane (landscape) and justified stack (portrait) formats. To download TC logos, click here Teachers College, Columbia University Enrollment Services Brand Guide 9 Appropriate Wordmark Logo Usage The wordmark logos are available in full color (TC Blue and Gray) and solid white (reverse). Always use the logo version that allows for best legibility. You may also use this logo on solid color backgrounds and photography. *See page 10 for guidelines on minimum clearspace around the logo. Teachers College, Columbia University Enrollment Services Brand Guide 10 The x measurement reference is taken from the height of the lettering in the Teachers College logo. This distance defines the clearspace around the logo. The x measurement reference is taken from the height of the lettering in the Teachers College, Columbia University logo. This distance defines the clearspace around the logo. W Minimum Clearspace & Size When using the Teachers College, Columbia University logo, a clear space area guarding it against the encroachment of typography, illustrations or any other graphic elements must be maintained. The minimum acceptable width for the stacked logo is 0.5” in print and 18px digitally. For the singular plane wordmark logo, the minimum acceptable width is 0.75” in print and 54px digitally. Teachers College, Columbia University Enrollment Services Brand Guide 11 Additional Logos A secondary logo combining the wordmark logo with the TC tagline is also available. Similar to the primary wordmark logos, it’s available in singular plane (landscape) and justified stack (portrait) formats. This secondary logo should be used on outward-facing materials to help define the Teachers College brand to audiences. Teachers College, Columbia University Enrollment Services Brand Guide 12 F Additional Logos For digital formats where the legibility of the wordmark logo may be compromised, the circular ”TC” logo may be used. These logos are available in TC Blue and solid white (reverse). This logo is reserved for official institutional social media channels , and should not be used for profile avatars. Examples of the circular logo in use: Bing ad (top) and Instagram profile icon (bottom) Teachers College, Columbia University Enrollment Services Brand Guide 13 Logo Practices to Avoid Do not skew or stretch the logo. Do not add a drop shadow to any part of the logo. Do not alter the type of any part of the logo. Do not invert the logo. Do not tilt the logo. Note: the logo may only be rotated 90º counter-clockwise. Do not use the Columbia crown. Do not alter the spacing between any elements of the logo. Do not use clashing background colors. Do not place the logo on a complicated background. Make sure there is enough contrast between the logo and background. Teachers College, Columbia University Enrollment Services Brand Guide 14 These logos may not be used under any circumstances. This logo has been used by Teachers College in the past but is not currently in use. These logos are either not affiliated with Teachers College or have been decommissioned for contemporary use. Unacceptable Logo Usage The Columbia University crown, TC ligature, seal, and squoval may not be used for marketing purposes. Avoid these graphic elements on any and all Teachers College communications. COLORS Prepare to let them fly Teachers College, Columbia University Enrollment Services Brand Guide 16 T Primary Color Palette The TC wordmark logo is comprised of TC blue and gray. “Teachers College” always appears in Pantone 654C, and “Columbia University” in Warm Gray 11C. Light blue, yellow, and black should be used for secondary graphic elements only. Slight variations of these colors may be acceptable with approval. When specifying colors, Pantone ® spot colors are always preferred. Four-color process builds (CMYK) are provided as a guide and may need to be adjusted depending on the printing process and/or individual printer calibration. When printing in four-color process, please visually match the Pantone swatches provided. TC BLUE Pantone 654C CMYK 100/84/30/17 RGB 0/58/112 HEX 1B3D6E LIGHT BLUE Pantone 284C CMYK 55/25/00/00 RGB 115/191/225 HEX 70A4D8 ACCENT YELLOW Pantone 1235C CMYK 00/35/100/00 RGB 252/175/23 HEX FCAF17 BLACK Pantone Black 3C CMYK 75/68/67/70 RGB 0/0/0 HEX 202523 GRAY Pantone Warm Gray 11C CMYK 52/53/59/24 RGB 112/99/89 HEX 706359 TYPOGRAPHY Prepare to keep it simple Teachers College, Columbia University Enrollment Services Brand Guide 18 Primary Typefaces Typography is an important element of the Teachers College visual identity. Consistent application of typography across all communications adds visual distinctiveness to the TC brand. The following typefaces have been selected to ensure consistent typographic representation of the TC brand across all media. TC’s serif typeface is Sole Serif, and its sans serif typeface is Grotzec Sole Serif AaBb CcDd Sole Serif Display Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 Sole Serif Display Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 Sole Serif Text Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 Sole Serif Text Regular Italic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 Sole Serif Text Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 Sole Serif Text Black A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 Teachers College, Columbia University Enrollment Services Brand Guide 19 Grotzec A a B b C c D d Grotzec Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 Grotzec XNarrow A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 Primary Typefaces (cont) See p.21 for guidelines on typography usage. Teachers College, Columbia University Enrollment Services Brand Guide 20 G A Primary Typefaces–Substitutions There will be times when it will be necessary to use alternatives to the primary and secondary TC typefaces. For those instances, alternate fonts have been provided within the brand system. Adobe Typekit Adobe Typekit allows members of Adobe Creative Suite free access to use a wide range of fonts for commercial use. If you are unable to access the Sole Serif Display type, you may substitute it with Playfair Display Bold. Activate the font here TC’s sans serif font, Grotzek, can be substituted with Bebas Neue. Activate the font here Google Fonts Google Fonts is a library of free licensed font families for web and online use. If you are unable to access the Sole Serif Display type, you may substitute it with Playfair Display Bold 700. Download the font here TC’s sans serif font, Grotzek, can be substituted with Bebas Neue. Download the font here Playfair Display Bold AaBbCcDd Playfair Display Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 Bebas Neue AABbCcDd Bebas Neue A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 Teachers College, Columbia University Enrollment Services Brand Guide 21 20 21 T Teachers College is where the future comes first — the world’s and yours. Your TC degree is an investment in your future and in having the expertise, experience, and connections to do the world- changing work you envision. At TC, we help make this investment in your future more accessible and affordable by providing resources, programs, and connections to open the pathways for you to flourish. Where your future comes first This experience has been one of my greatest. Due to how our program is outlined, I came to the internship fair and automatically got a position doing exactly what I wanted to do. —John E. Williams , Higher and Postsecondary Education 93% StudentS recommend tc’S cAreer ServiceS Typography in Use Sole Serif Display Bold is always used for headlines. Headlines are bordered by a 1pt square frame. For quotes and other call outs, use Sole Serif Display Regular. Attribute the quote using Founders Grotesk Bold and Founders Grotesk Regular. Sole Serif Text Regular is used for body copy. Important words or passages can be highlighted with a light blue stroke with a 50% tint. Emphasize statistics and other numerical infographics using Grotzec Xnarrow Bold and Sole Serif Text in all caps.