Download the Eckerd College Branding Guidelines

ECKERD COLLEGE BRANDING GUIDELINES

Contents
Introduction ................................................................................................................. p2
Contact .......................................................................................................................... p3
Who to contact with design and writing questions, and the approval process.
The Eckerd College Signature ............................................................................p4
Identifying Eckerd College’s existing branding elements.
THINKOUTSIDE ..........................................................................................................p8
Identifying the THINKOUTSIDE campaign branding elements.
Accessibility ................................................................................................................p15
Explanations of how core elements are effectively used.
Image Style .................................................................................................................p16
Resource for using, acquiring and printing images.
Applications ................................................................................................................p17
Visual reference of core branding elements successfully applied to various projects.
Paper & Printing ..................................................................................................... p26
Identifying which paper to use, assistance with vendor selection and print production.
Guidelines and recommendation for in-house desktop projects.
ECKERD COLLEGE BRANDING GUIDELINES 1

Dear Eckerd College community,
Introduction
In a visually based society overrun with logos and slogans available via
countless technological platforms, it’s more important than ever that
organizations seeking recognition by consumers find a look and a message—
and stick with them. Establishing, then preserving, visual integrity is a key
element in creating a consistent image.
At Eckerd, our “look” is informed by the College mantra, THINKOUTSIDE.
Applicable campus-wide, the visual elements not only speak to our emphasis
on critical thinking and our beautiful Florida environment, but also apply to
our focus on learning not only inside the classroom, but also outside the
classroom in residence halls, eateries, student lounges, our campus beach and
athletic fields, and through internships and other forms of experiential learning.
In short, THINKOUTSIDE embodies the combination of location, curriculum and
experiential learning that makes Eckerd unique.
The following pages provide guidelines about Eckerd’s visual identity and
should serve as an early point of reference in planning for College materials.
All THINKOUTSIDE visual elements should be used only in consultation with
the Office of Marketing and Communications, members of which are happy to
work with College departments and designers.
Together we can achieve and maintain visual integrity and align our messages
and visuals with the transformational experiences of our students, parents,
alumni, faculty and staff.
Valerie Gliem
Executive Director, Marketing and Communications
ECKERD COLLEGE BRANDING GUIDELINES 2

The Office of Marketing and Communications is available to provide guidance
to College departments for print, web and multi-media services. We are the
campus resource for ensuring design and writing awareness and consistency.
Please contact the Office of Marketing and Communications
with any questions or needs.
Valerie Gliem
Executive Director, Marketing and Communications
727-864-8408 / gliemvm@eckerd.edu
Casey Paquet
Director, Marketing, Communications and Web Services
727-864-7987 / paquetcd@eckerd.edu
Alizza Punzalan-Randle
Director, Community and Media Relations
727-864-7978 / punzalat@eckerd.edu
Dawn Ellenburg ’86
Creative Director
727-864-8874 / ellenbdr@eckerd.edu
Contact
ECKERD COLLEGE BRANDING GUIDELINES 3

The Eckerd College Signature is a
combination of the shell icon and the
“Eckerd College” logotype. The shell
icon represents the Pacific Trumpet
Triton, a rare gastropod found in the
Pacific Ocean.
As one of three elements within the
Eckerd College brand (see page 9),
the Eckerd College Signature and
its consistent use will promote
and contribute in distinguishing
Eckerd College.
The Signature must appear in every
piece of material that is created for
the promotion of Eckerd College in
any fashion. Including but not limited
to internal and external materials.
> The Signature should be produced
exactly as shown and should never
be altered in any way without
permission from the Office of
Marketing and Communications.
The Eckerd College Signature
These elements are in a locked configuration and are not
to be adjusted at any time without expressed permission
of the Office of Marketing and Communications.
ECKERD COLLEGE BRANDING GUIDELINES 4

Print Dimensions
The application should not be used
in sizes that proportionally exceed
the parameters outlined here as
the quality of the Signature will not
reproduce properly.
See below right for smallest
application for print use.
Equal
X
The Eckerd College Signature
> For exceptions and questions,
Equal
or to obtain high quality electronic
files, please contact the Office of
1/2 X OFFICE OF THE REGISTRAR
Marketing and Communications. Signature and Unit Name. The unit name should always appear in Bembo all caps
with special attention paid between the letter R and other characters.
2 5 / 32 ”
7 /16 ”
Exclusion zone = X around entire Signature
Smallest usage. Whenever measuring the shell,
one should measure from the left most point to
the right most point as shown above.
ECKERD COLLEGE BRANDING GUIDELINES 5

Color Control
The combination of PMS 5483C
and black OR PMS 7474U and black
creates a distinct style which is both
simple to use and powerful through
its simplicity. The colors specified
are not to be transposed nor are any
other colors to be used. See page 7
(Improper Uses) for more detail.
The “Eckerd College” logotype has
been custom kerned. Do not attempt
to typeset. It appears 100% black.
> Please contact the Office of
Marketing and Communications
for color approval not outlined
in this document.
Uncoated Stock Application
When using the Eckerd College
Signature on uncoated stock, the
BLACK PMS7474U
recommended color combination for
2-color printing is PMS 7474U + black.
On stationary materials the shell is
always to be 100% solid PMS 7474U.
Do not specify any percentages.
Coated Stock Application
When using the Eckerd College
Signature on coated stock, the
recommended color combination for
2-color printing is PMS 5483C + black.
4 Color Applications
Coated Stock Application
When printing the Eckerd College
Signature in 4-color process or digital
printing process, the recommended
color combination is a 4-color build of
PMS 5483C (62% cyan, 0% magenta,
21% yellow, 31% black).
uncoated color palette coated color palette
BLACK PMS5483C
The Eckerd College Signature
Signature Use with
Backgrounds or Colors
When the Eckerd College Signature is
reproduced on a background color or
image, it should be treated as follows.
Dark Backgrounds
Dark backgrounds are defined as
colors or images that read darker
than 40% black in tone. The preferred
Eckerd College Signature that should
be applied is the reversed white or
knocked out logo.
Light Backgrounds
Light backgrounds are defined as
colors or images that read lighter
than 40% black in tone. The preferred
Eckerd College Signature that should
be applied is the appropriate two
color PMS + black version. If using the
two color logo isn’t possible due to
print constraints, using a 100% PMS
or 100% black logo is preferred.
White Background
The Signature should be printed in the
appropriate two color PMS + black
version on a white background. If using
the two color logo isn’t possible due to
print constraints, using a 100% PMS or
100% black logo is preferred.
Preferred two color application
Preferred one color application
Preferred one color application
>40% shade
Preferred dark background application

Improper Uses
Unacceptable variations or alterations.
To preserve the visibility and integrity
of the Eckerd College Signature, it
is important to consistently apply
the logo.
The Signature is fundamental to the
overall look of Eckerd College and
should never be compromised. Being
aware of improper usage shown here
protects the integrity of the Signature.
> Always reproduce the logo from
original electronic files provided
by the Office of Marketing and
Communications. If you have
questions regarding usage, please
contact the Office of Marketing
and Communications.
The Eckerd College Signature
Do not reposition the Signature. Do not alter the colors.
Do not outline the Signature. Do not fill the Signature with
a photo element or pattern.
Do not scan or use a Signature that hasn’t been
provided by the Office of Communications.
Do not use special effects, outlines, glows.
Contact the office of communications for approval.
Do not change or distort the proportions
of the Signature in any fashion.
Eckerd College
Do not alter the type.
No font substitutions are permitted.
Do not apply the Signature to a background
that distracts from clarity and legibility.
Do not place the Signature
inside a box, frame or shape.
ECKERD COLLEGE BRANDING GUIDELINES 7

The THINKOUTSIDE Campaign
consists of four key graphic elements.
The THINKOUTSIDE wordmark, the
Eckerd College wordmark, the Web
Dialogue element and the Recycled
element. Consistent use of these
elements assist an audience in
immediately identifying Eckerd College’s
message and establish recognition.
THINKOUTSIDE Wordmark
The THINKOUTSIDE wordmark is the
primary element in the THINKOUTSIDE
campaign. This element should be
featured prominently in all external
pieces used in promoting Eckerd College.
For usage guidelines see pages 9-10.
Eckerd College Wordmark
The Eckerd College wordmark is
also a critical element in establishing
recognition. This element is important
as it easily identifies Eckerd College
and it’s location. This element should
also be featured prominently in all
external pieces used with the
THINKOUTSIDE wordmark. The
wordmark is not to be used in lieu
of the Eckerd College Signature, which
is required to appear on all pieces.
For usage guidelines see pages 9-10.
Web Dialogue Element
The Web Dialogue element is a
secondary graphic used in assisting
an audience in finding a web address
for more information. Consistent use
of this element allows the viewer to
quickly identify a web address when
needed. This element should remain
in PMS 632 and PMS 153, unless
the reversed version is applicable
(see pages 22-23).
Recycled Element
See Paper & Printing page 26 for
appropriate usage.
> These elements should be
produced exactly as shown and
should never be altered in any
way without permission from
the Office of Marketing and
Communications.
Please contact Dawn Ellenburg
in the Office of Marketing and
Communications, 727-864-8874
to receive these elements in an
appropriate format.
THINKOUTSIDE Core Elements
THINKOUTSIDE wordmark.
Eckerd College wordmark.
LEARn moRE www.sampleaddress.com
Web dialogue element.
LEARn moRE www.sampleaddress.com
One color web dialogue element.
LEARn moRE www.sampleaddress.com
Alternate web dialogue element.
LEARn moRE www.sampleaddress.com
Reversed web dialogue element.
Recycled element.
ECKERD COLLEGE BRANDING GUIDELINES 8

Print Dimensions
The application should not be used
in sizes that proportionally exceed
the parameters outlined here as
the quality of the elements will not
reproduce properly.
When using the reversed version
of the THINKOUTSIDE wordmark,
the “T” character or the “E” character
should bleed off of either the right or
left side of the image it is featured in.
See page 20 for examples.
For maximum emphasis, allow tonal
differences within the image and
Eckerd College wordmark to dictate
the placement of the wordmark
(right or left side of image).
> For exceptions and questions,
or to obtain high quality electronic
files, please contact the Office of
Marketing and Communications.
THINKOUTSIDE Core Elements
O Exclusion
zone = height of O character
surrounding entire wordmark
Smallest usage. Since this wordmark is the title of the campaign, it is possible that this element
could be used within body copy. Pay special attention to legibility when reducing this wordmark.
CExclusion zone = height of C character
surrounding entire wordmark
Smallest usage. To preserve legibility this wordmark should not be produced smaller
than 2" unless permission is granted by the Office of Marketing and Communications.
ECKERD COLLEGE BRANDING GUIDELINES 9

Color Control
Signature Use with
Backgrounds or Colors
When the THINKOUTSIDE or Eckerd
College wordmark is reproduced on a
background color or image, it should
be treated as follows.
Dark Backgrounds
Dark backgrounds are defined as
colors or images that read darker
than 40% black in tone. The preferred
element that should be applied is the
reversed white or knocked out logo.
PMS632
Light and White Backgrounds
Light backgrounds are defined as
colors or images that read lighter
than 40% black in tone. The preferred
THINKOUTSIDE wordmark that should
be applied is the one color PMS 632. If
using the one color logo isn’t possible
due to print constraints, using the
100% black logo is acceptable.
The preferred Eckerd College wordmark
that should be applied to a light
background is the two color PMS 632
and 100% black version. If using the
two color logo isn’t possible due to
print constraints, using the 100% black
logo is acceptable.
PMS124 PMS153 PMS7496 PMS390 PMS418
*For 4 color
process please
use the cmyk
build for
PMS 418
listed below.
Cyan 33%
Magenta 23%
Yellow 34%
Black 68%
THINKOUTSIDE Core Elements
Preferred two color application
Preferred one color application
Alternate one color application
Preferred one color application
Alternate one color application
Preferred dark background (>40% shade) application
Preferred light background (40% shade) application
Preferred light background
(

Improper Uses
Unacceptable variations or alterations.
To preserve the visibility and integrity
of the THINKOUTSIDE campaign, it
is important to consistently apply
the elements.
Being aware of improper usage shown
here protects the integrity of the
THINKOUTSIDE logos.
> Always reproduce the logo from
original electronic files provided
by the Office of Marketing and
Communications. If you have
questions regarding usage, please
contact the Office of Marketing
and Communications.
THINKOUTSIDE Core Elements
THINKOUTSIDE
Do not recreate or modify the wordmark.
THINKOUTSIDE
Do not use multiple colors in the wordmark as it should remain PMS632, 100% black or reversed in white.
Do not change or distort the proportions
of the wordmark in any fashion.
Do not fill the wordmark with
a photo element or pattern.
Do not outline the wordmark.
EckerdCollege
on FLORIDA’s GULF COAST
Do not alter the type.
No font substitutions are permitted.
Do not alter the colors.
ECKERD COLLEGE BRANDING GUIDELINES 11

Typography
The THINKOUTSIDE wordmark is
adapted from the typeface Gotham
Light and Gotham Medium. Always
use the approved graphic for the
THINKOUTSIDE wordmark, do not
recreate the logotype using the
Gotham family or any similar typeface.
Typography Styles
When using the THINKOUTSIDE
typefaces in print, it is important to
implement design styles. Utilizing
these styles will give a consistent feel
to all materials produced by Eckerd
and helps establish brand familiarity.
Headlines, Subheads and Body Copy
Gotham Medium is appropriate for
heads, subheads and emphasizing
items in body copy. Goudy is
appropriate body text. Clarendon
bold is appropriate for emphasizing
smaller items such as sidebars or
numbers within the text.
Paragraphs
Paragraphs should be set flush left
without indenting the first line.
Avoid hyphenation if possible.
THINKOUTSIDE Core Elements / Typography
Gotham Light
Gotham Book
Gotham Medium
Goudy
Clarendon Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abdcefghijklmnopqrstuvwxyz1234567890! ? . , ; ’ ”
ABCDEFGHIJKLmnoPQRSTUVWXYZ
abdcefghijklmnopqrstuvwxyz1234567890! ? . , ; ’ ”
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abdcefghijklmnopqrstuvwxyz1234567890! ? . , ; ’ ”
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abdcefghijklmnopqrstuvwxyz1234567890! ? . , ; ’ ”
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abdcefghijklmnopqrstuvwxyz1234567890! ? . , ; ’ ”
ECKERD COLLEGE BRANDING GUIDELINES 12

Typographic Treatments
Emphasis can be placed on elements
through the use of various type
treatments and styles. The sample
page (right) illustrates correct
usage of multiple typefaces and
color for emphasis.
THINKOUTSIDE Core Elements / Typography
Headline style consists of
Gotham Light and
Gotham Medium all caps.
Differentiating “A” character to
repeat THINKOUTSIDE style
Gotham Light used for intro.
Use of color and all caps
emphasizes points of
interest within intro
Goudy and Gotham Book all
caps with color change for
emphasis within body text
Clarendon Bold used
for pulled quote with
Gotham Medium used in
identifying information
Gotham Book and Gotham
Medium used within web
dialogue element.
ECKERD COLLEGE BRANDING GUIDELINES 13

.25" white border around top, left and
bottom sides as image bleeds off the
right side of the page. If bleeding the
image isn’t possible, maintain .25"
border throughout.
.25" knock-out in top of image
to identify section subhead
(“Hands-on Learning”).
Intro copy is placed inside a white
box emphasized with a PMS 153, 1pt
dashed rule. Rule begins .625" from
edge of white box, while text begins
.125" from edge of orange rule.
i Using 6 column grid structure
allows for consistent column widths
in body copy, placing point of
interest in smaller column
(see left page “More than 60%...).
Print — Oversized (9.75"x12.5") Brochure Sample Spread
THINKOUTSIDE Core Elements / Design
ECKERD COLLEGE BRANDING GUIDELINES 14

Accessible print design should be
clean, simple, uncluttered and have
the ability to attract a wide audience.
Designing something that is accessible
to everyone is virtually impossible.
However, the guidelines set forth allow
Eckerd College’s communications to
be as accessible to as many different
people and age groups as possible
while remaining visually exciting.
Color
When selecting color it is critical
that there is enough contrast
between the information and the
background/image.
Contrast
Using dark text on white backgrounds
and white or light text on dark
backgrounds provide enough tonal
difference to clearly communicate
information.
Placing smaller text on images
may make the information
hard to read. Place text on images
sparingly to increase emphasis. The
background should always have
high contrast in relation to the text.
Type size
The recommended minimum type
size is 9 point. If appropriate to your
audience, a smaller type size may be
acceptable. Please contact the Office
of Marketing and Communications
for permission.
Capital letters
When setting text in capital letters
it is important not to over use this
technique. Too much text in all caps
makes the information difficult to read.
Using strong color to add emphasis is
a good alternative.
Accessibility
Leading
Leading is the space between lines
of text, measured from baseline to
baseline. If leading is too narrow or
too wide, the text will be difficult
to read. The leading should be a
minimum of 2 point sizes larger than
the type size.
Word Spacing, Letter Spacing
and Horizontal Scaling
Altering the letter spacing or
compromising the proportions of the
type should be avoided as the text will
become distorted or difficult to read.
Typography Style
Well-designed typography strengthens
and correct element usage adds
consistency and character to Eckerd
College’s communications.
Eckerd’s style is strong, clean
and simple.
Headlines should be limited in
characters and instantly recognizable.
Intro text and quotes or facts act
as a summary of the content or
key messages. Body copy should be
flush left, ragged right.
Adhering to these styles will give
a consistent and unified appearance
to all the materials produced by
Eckerd College.
ECKERD COLLEGE BRANDING GUIDELINES 15

Photography
Photography is an important element
in communicating the energy of
Eckerd College.
The images used in promoting Eckerd
should highlight the emotion and
environment surrounding Eckerd
College. Incorporate images that offer
a creative perspective through subject
matter, cropping or unusual angles.
Try to use images that portray
Eckerd College in spontaneous,
observational settings versus using
staged photography. Please be
careful to avoid images that might
be considered by some audiences
to be cliché, offensive, alienating,
or racial/gender stereotypical.
Images (right) are examples of
photography displaying the traits
listed above.
Prominently featuring one or two large
images is a more effective design
device opposed to multiple small
images. See “Applications” beginning
on page 17 for successful image use.
Images can be reproduced in full color
and black and white. Images used for
printed materials must be printed at
300 dpi.
Our image library contains approved
photography that may be available for
your communications.
> Please contact the Office of
Marketing and Communications for
image requests and image approval.
Image Style
ECKERD COLLEGE BRANDING GUIDELINES 16

Print — Full-page Ad, Visual
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4200 54th Avenue South St. Petersburg, Florida 33711
www.eckerd.edu 800-456-9009
Print — Full-page Ad, 1 color
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elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat.Ut wisi enim ad minim veniam, quis nostrud exerci
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quat. duis autem vel eum iriure dolor.
4200 54th Avenue South St. Petersburg, Florida 33711
www.eckerd.edu 800-456-9009
Applications
.25" white border around all four sides surrounded by a
black .5pt stroke.
The information is organized using a 6 column grid.
Emphasis is visually placed on images in both versions
through size and positioning in the ad.
Tonal contrasts within the image and text dictate the
placement of the reversed (white) element used for
maximum legibility.
ECKERD COLLEGE BRANDING GUIDELINES 17

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elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat.
4200 54th Avenue South St. Petersburg, Florida 33711
www.eckerd.edu 800-456-9009
Applications
Print — Half-page Ad, Visual Half-page Ad, 1 color Half-page Ad, 1 color
Print — Half-page Ad, Informational
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elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat.
4200 54th Avenue South St. Petersburg, Florida 33711
www.eckerd.edu 800-456-9009
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te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipisc
elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat.
Lorem ipsum dolor sit amet, consectetuer adipisc exerci tation ullamcorper suscipit lobortis nisl ut
ing elit, sed diam nonummy nibh euismod tin aliquip ex ea commodo consequat.Duis autem vel
cidunt ut laoreet dolore magna aliquam erat volu eum iriure dolor in hen drerit in vulputate velit
tpat. Ut wisi enim ad minim veniam, quis nostrud esse molestie consequat. vel illum dolore eu feu-
exerci tation ullamcorper suscipit lobortis nisl ut giat nulla facilisis at vero eros et accumsan et iusto
aliquip ex ea commodo consequat. Duis autem vel odio dignissim qui ad minim veniam, quis nostrud
eum iriure dolor in hendrerit in vulputate
cidunt ut laoreet dolore magna aliquam erat volut-
exerci tation.
pat. Ut wisi enim ad minim veniam, quis nostrud Learn more www.thinkeckerd.com/life
4200 54th avenue South St. Petersburg, Florida 33711 800-456-9009
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te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipisc
elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat.
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ing elit, sed diam nonummy nibh euismod tin aliquip ex ea commodo consequat.Duis autem vel
cidunt ut laoreet dolore magna aliquam erat volu eum iriure dolor in hen drerit in vulputate velit
tpat. Ut wisi enim ad minim veniam, quis nostrud esse molestie consequat. vel illum dolore eu feu-
exerci tation ullamcorper suscipit lobortis nisl ut giat nulla facilisis at vero eros et accumsan et iusto
aliquip ex ea commodo consequat. Duis autem vel odio dignissim qui ad minim veniam, quis nostrud
eum iriure dolor in hendrerit in vulputate exerci tation.
cidunt ut laoreet dolore magna aliquam erat volutpat.
Ut wisi enim ad minim veniam, quis nostrud Learn more www.thinkeckerd.com/life
4200 54th avenue South St. Petersburg, Florida 33711 800-456-9009
.25" white border around all four sides surrounded by a
black .5pt stroke.
The information is organized using a 3 column grid.
Emphasis is visually placed on images in both versions
through size and positioning in the ad.
Tonal contrasts within the image and text dictate the
placement of the reversed (white) element used for
maximum legibility.
ECKERD COLLEGE BRANDING GUIDELINES 18

Print — Quarter-page Ad, Color
AN ECKERD COLLEGE EXPERIENCE IS NOT ABOUT TEACHING
STUDENTS A RIGID SET OF FACTS. As one of The Princeton Review’s
Best 368 Colleges and one of 40 schools featured in Colleges That
Change Lives, ECKERD’S FIRST PRIORITY IS TO TEACH STUDENTS
HOW TO LEARN.
In a world where the only constant is change, the best education is
one that prepares you for the how, not the what. One that challenges
you to look beyond what is known, to study old truths from fresh
angles. One that takes you to places you never dreamed you would go.
An education that teaches you to think outside.
Eckerd College. THINKOUTSIDE.
www.eckerd.edu/thinkoutside
4200 54th Avenue South St. Petersburg, Florida 33711
727-864-8331 (local) 800-456-9009 (toll-free)
Print — Quarter-page Ad, 1 color
AN ECKERD COLLEGE EXPERIENCE IS NOT ABOUT TEACHING
STUDENTS A RIGID SET OF FACTS. As one of The Princeton Review’s
Best 368 Colleges and one of 40 schools featured in Colleges That
Change Lives, ECKERD’S FIRST PRIORITY IS TO TEACH STUDENTS
HOW TO LEARN.
In a world where the only constant is change, the best education is
one that prepares you for the how, not the what. One that challenges
you to look beyond what is known, to study old truths from fresh
angles. One that takes you to places you never dreamed you would go.
An education that teaches you to think outside.
Eckerd College. THINKOUTSIDE.
www.eckerd.edu/thinkoutside
4200 54th Avenue South St. Petersburg, Florida 33711
727-864-8331 (local) 800-456-9009 (toll-free)
Applications
.125" white border around all four sides surrounded by a
black .5pt stroke.
The information is organized using a 2 column grid.
Emphasis is visually placed on images through size
and positioning in the ad.
Tonal contrasts within the image and text dictate the
placement of the reversed (white) element used for
maximum legibility.
i Using fewer elements (bolding text, color within the text)
assists in legibility as the ad size decreases.
ECKERD COLLEGE BRANDING GUIDELINES 19

Application / Brochure Covers
Print — Oversized (9.75"x12.5") Brochure Print — 6.5"x9" Brochure Print — 4"x9" Brochure
.25" white border around top, left and bottom sides as
image bleeds off the right side of the page. If bleeding
the image isn’t possible, maintain .25" border throughout.
Tonal differences within the image and text dictate the
reversed (white) elements use for maximum legibility.
i The example above left (Print — 6.5"x9" Brochure) shows the “E” character
in THINKOUTSIDE bleeding off the right side of the page. The example above
right (Print — 4"x9" Brochure) shows the “T” character in THINKOUTSIDE
bleeding off the left side of the page. See page 9 for more information.
> Contact the Office of Marketing and Communications to request the word
mark that is already adjusted for bleeding, please set-up all elements and
images that bleed to allow .125" for trim.
ECKERD COLLEGE BRANDING GUIDELINES 20

Print — 6.5"x9" Brochure
Application / Sample Program Brochure Cover
ASPEC –
ACADEMY OF SENIOR PROFESSIONALS
AT ECKERD COLLEGE
The program name is set in Gotham Medium 13pt. all caps.
The program name is flush right and centered in the 1 inch
color band.
.25" white border around top, left and bottom sides as
image bleeds off the right side of the page. If bleeding
the image isn’t possible, maintain .25" border throughout.
PROGRAM FOR EXPERIENCED LEARNERS
AT ECKERD COLLEGE
1”
ECKERD COLLEGE BRANDING GUIDELINES 21

Front
Back
Application / Oversized Postcard
Print — 4 Color Oversized (10"x6") Postcard
Front and back mailing panel.
i Back panel includes information and mailing panel.
Note correct application of tonal difference in text
and background allows for readability.
.25" white border around top, left and bottom sides as
image bleeds off the right side of the page. If bleeding
the image isn’t possible, maintain .25" border throughout.
Please secure postal approval for all self mailing pieces
as postal regulations are constantly changing.
ECKERD COLLEGE BRANDING GUIDELINES 22

Front
Back
ECKERD PROFESSORS ARE SERIoUS AUTHoRS,
ARTISTS, SCIEnTISTS AnD SCHoLARS WHoSE
WoRK oFTEn BEnEFIT THEIR STUDEnTS.
Take Chemistry Professor Reggie Hudson, for example.
Dr. Hudson won a $1 million grant from nASA for solar
system exploration.
Thanks to him, Eckerd students get to do research
at nASA’s Goddard Space Flight Center in Greenbelt,
maryland. Very few undergraduates ever see the inside of
this lab, much less work there.
Application / 4x6 Postcard
GETGOODADVICE
Faculty Mentors.
Just another way we THINKOUTSIDE.
mAKE PLAnS To
VISIT CAMPUS NOW AT
www.thinkeckerd.com/mentors.
Front: Literature Professor Dr. Julie Empric and junior
Elizabeth Renihan first met when Liz won a Freshman
Research Associateship to do theatre research with Dr. Empric.
Dr. Empric is now Liz’s academic mentor.
4200 54th Avenue South
St. Petersburg, Florida 33711
www.thinkeckerd.com
727-864-8331 (local)
800-456-9009 (toll-free)
Print — 4 Color 6"x4" Postcard. Front and back mailing panel.
i When using the THINKOUTSIDE campaign elements in a format 6"x4"
or smaller it is appropriate to reduce the white edge around the image or
background from .25" to .1875"
.1875" white border around top, left and bottom sides as image bleeds off
the right side of the page. If bleeding the image isn’t possible, maintain .1875"
border throughout.
Note visibility of the Eckerd College Signature on the mailing panel.
Non-Profit Org.
U.S. Postage
PAID
St. Petersburg, FL
Permit No. 5196
Please secure postal approval for all self mailing pieces as postal regulations
are constantly changing.
ECKERD COLLEGE BRANDING GUIDELINES 23

.3"
.33"
.75"
Print — 2 Color (PMS 7474 and 100% Black) 9"x12" Envelope.
1"
2.125"
OFFICE OF ADMISSION
4200 54th Avenue South
St. Petersburg, Florida 33711
3.4"
.3"
.2"
.625"
Print — 2 Color #10 Envelope.
.75"
2.125"
OFFICE OF ADMISSION
4200 54th Avenue South
St. Petersburg, Florida 33711
2.125"
Print — 2 Color 8.5"x11" Letterhead.
3"
Application / Stationery
2.5"
OFFICE OF ADMISSION
3.385" 1.73"
4200 54th Avenue South, St. Petersburg, Florida 33711 727.864.8331 800.456.9009 727.866.2304 fax
www.eckerd.edu admissions@eckerd.edu
ECKERD COLLEGE BRANDING GUIDELINES 24
.5"
.7"
.165"
.89"

Application / Specialty Items
Specialty Applications
When applying the THINKOUTSIDE campaign element to a specialty item,
the secondary Eckerd College wordmark (on Florida’s Gulf Coast) needs to
be applied as well.
Legibility is critical when applying these elements to specialty items.
Successful use of color and contrast will assist in achieving a clear message.
For items that require that the elements be used smaller than the acceptable
dimensions outlined on page 9, please contact the Office of Marketing and
Communications for guidance and approval.
ECKERD COLLEGE BRANDING GUIDELINES 25

Paper
When choosing printers and paper it is
important to convey Eckerd College’s
awareness of it’s environmental
responsibility.
Professional printing
Choose paper that is 30–100%
post-consumer waste (PCW),
from sustainable sources, Forest
Stewardship Council (FSC) certified
and/or made by renewable energy.
Use non-toxic water-based vegetable
or vegetable-based soy inks with organic
pigment containing no VOC (Volatile
Organic Compounds) and packaged in
vacuum-sealed reusable containers.
Digital printing is a more economical
solution for smaller quantities and is
an environmentally friendlier process
as it avoids chemicals in the traditional
printing processes.
Each printer can provide their
environmental certifications and
practices upon request.
The Office of Marketing and
Communications is available to
assist in selecting printers.
Professional printing stock
Paper & Printing
> Contact the Office of Marketing and Communications for assistance
in selecting a paper suited for your particular project.
When using heavy ink coverage an overall dull aqueous or varnish is
recommended to help expedite the drying process and prevent smudging.
When using the Recycled logo on a piece of printed material, please attempt to
include the process details and statistics. See example below.
This brochure is printed on Sappi Opus Dull paper, which contains 30% Post-Consumer
Waste. This paper meets the Forest Stewardship Council’s standards for responsible forest
management and use of resources. 100% of the electricity used to manufacture this paper
is Green-e certified renewable energy. The inks used on the printing of this brochure are
vegetable-based with organic pigment containing no VOC (Volatile Organic Compounds)
and are packaged in vacuum-sealed reusable containers.
To read more on Eckerd’s sustainable practices, go to www.eckerd.edu/green
Desktop printing stock
A wide range of paper colors and quality from budget to premium ranges
are available for purchase though many office supply stores. Paper available
includes many environmentally friendly, recycled or FSC accredited papers.
Please consider Eckerd College’s environmental responsibilities when choosing
appropriate stocks.
ECKERD COLLEGE BRANDING GUIDELINES 26