Examples - Indiana University Alumni Association

IU Alumni Association
Brand Assets
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
1 of 30

Goals & Audience
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
2 of 30

Mission and marketing goals
The IU Alumni Association brings alumni together
to serve one another and Indiana University.
IUAA marketing efforts fulfill at least one of four goals:
Recruiting Relationships Awareness Action
INSURANCE
We recruit members,
participants, volunteers,
leaders, contributors, visitors,
subscribers, and readers.
We design experiences
and provide tools that
tie alumni together and
create brand champions.
We seek to strengthen
commitment to Indiana
University by sharing the
spirit of IU.
We generate revenue by
offering products and
services or by fundraising.
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
3 of 30

Our Audience
Target Market
Custom audiences are identified for each of our priority projects. Audiences are based on shared
traits that indicate a likely interest. We apply thinking about the six seasons of lifetime engagement
to this targeted approach, paying close attention to career-related needs and behaviors, as
described below.
Aspiration
Ages 18 to 24
• Earning a degree
• Developing relationships
• Finding a job
Promise
Ages 25 to 34
• Starting a career
• Building a support network
• Leading a balanced life
• Managing student debt
Momentum
Ages 35 to 44
• Career advancement
• Raising a family
• Balancing personal and
professional life
Harvest
Ages 45 to 55
• Financing college for children and
helping them navigate successfully
through college
• Taking care of aging parents
• Financial panning for retirement
Encore
Ages 56 to 74
• Completing careers and pursuing
interesting “encore” careers
• Taking care of aging parents and
enjoying time with grandchildren
Legacy
Ages 74+
• Completing the “Bucket List”
• Living on investment or
retirement income
• Managing personal health
• Enjoying time with friends, family
• Financial management for
retirement
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
4 of 30

Brand Voice
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
5 of 30

Brand Voice
As part of a brand identification
process in 2011, the IUAA identified
a brand voice and tone.
Use the words and phrases here
to build a stronger, more branded
experience for our audience.
Words that describe
the value of the
IU Alumni Association
THE VALUE OF IUAA TO ITS TARGET AUDIENCE
Highlighted words resonated strongly with IUAA audiences.
Volunteer engagement
Education
Lifetime connection
to IU
Family/ community
Our alumni
Champions
Connecting alumni
Pride
Tradition (including IU
tradition/tradition in a
changing world)
People
Fun
Impact
Dominant
Assisting alumni
Relationships
Connections (including
alumni to alumni, students
to alumni)
Memory points
Careers
We are something
bigger—IU
Inviting
Legacy
Events
Energy
Youth
Service, serving IU
Discovery
Lifelong learning
Activity
Helping others
Future
Spirit
Diverse
Sense of support
Networking
Opportunity to give
back
Home
News source
Benefits
Happy
Positive
The “power” of the
alumni network
Education: access to
faculty, highly esteemed
professors
Social networking,
professional events
Activity, energy, youth
Technology
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
6 of 30

These voice/tone words guide our work and help us
convey an accessible brand personality.
Here are examples of tone applications.
VOICE
TONE
Welcoming
Proud
Savvy
Friendly
LESS LIKE
general questions
MORE LIKE
TALK TO US
LESS LIKE
news and upcoming
events
MORE LIKE
GET THE
INSIDE SCOOP
LESS LIKE
dues-paying members
MORE LIKE
LOYAL AND
SUPPORTIVE
MEMBERS
LESS LIKE
all IU alumni are invited
MORE LIKE
YOU’RE
INVITED
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
7 of 30

Visual Assets
The way we look is just as important as the way we sound. On the following
pages, you’ll find guidelines for type, colors, and photographic styles.
Use these visual assets to:
• tie materials together for an IU Alumni Association look and feel
• provide a visual foundation for internal and external audiences
• make a powerful statement about our organization and brand
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
8 of 30

IU Logo and Signatures
PRIMARY IDENTITIES
The IU Alumni Association fully
adopted the integrated image
program of Indiana University in
2011. The program offers guidelines
for use of the block IU logo and the
IU signature, which combines text
with the block IU logo.
In 2013, IU Communications updated
the IUPUI Office of Alumni
Relations signature, at right.
Download these marks at advancement.iu.edu/marketing/graphic-standards »
IU visual identity guidelines can be found online at brand.iu.edu »
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
9 of 30

CHAPTER AND AFFILIATE IDENTITIES
All chapters and affiliates will follow the new visual identity. The
chapter or affiliate name will serve as the secondary line in the
identity. IUPUI affiliate programs, like the Jag Club, will use the
IUPUI word mark instead of the block IU.
CAMPUS AND CONSTITUENT IDENTITIES
All campuses and constituents are already following the IU visual
identity program. As you can see in the examples, in most cases the
campus name will reside in the primary line. The secondary line
will contain the constituent or alumni association name. There are
exceptions for constituents that already have a mark created. Again,
the IUPUI mark will be used for all IUPUI schools and the main
IUPUI campus logo.
INDIANA UNIVERSITY
INDIANA UNIVERSITY
BLOOMINGTON
BLOOMINGTON
SCHOOL OF HEALTH, PHYSICAL EDUCATION
& SCHOOL RECREATION OF HEALTH, ALUMNI PHYSICAL ASSOCIATION EDUCATION
& RECREATION ALUMNI ASSOCIATION
INDIANA INDIANA UNIVERSITY
UNIVERSITY
BLOOMINGTON
BLOOMINGTON
SCHOOL OF HEALTH, PHYSICAL EDUCATION
SCHOOL OF HEALTH, PHYSICAL EDUCATION
& RECREATION ALUMNI ASSOCIATION
& RECREATION ALUMNI ASSOCIATION
These marks are available upon request. Contact welliot@iu.edu »
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
INDIANA UNIVERSITY
SCHOOL OF OF DENTISTRY ALUMNI ASSOCIATION
10 of 30

TM
TM
MERCHANDISE
IDENTITIES
A simpler, shorthand version
of the logo is often needed for
products, such as sportswear,
mugs, and other promotions.
Two versions of the merchandise
identity are available, in serif and
sans serif fonts.
Occasionally, the shorthand version
of the logo is used on electronic
responsive designs or on
print pieces with limited width.
In these situations, the logo is
often placed on a bookmark with
a notched bottom border.
SALVO SERIF
TM
ALUMNI
ALUMNI
BENTON SANS
TM
ALUMNI
ALUMNI
Download these marks at advancement.iu.edu/marketing/graphic-standards »
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
11 of 30

Design Elements
• Typography
• Color
• Icons
• Shape, marks, lines
• Patterns
• Photography
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
12 of 30

Print Typography
Typography gives a visual voice that is welcoming, savvy, proud, and friendly to our content. The IUAA brand is served by three fonts:
Eames Century Modern; Brandon Grotesque; and Brandon Text.
Eames Century Modern
Brandon Text and Brandon Grotesque
A typographic comparison of Brandon Text and Brandon Grotesque. IUAA uses Brandon Grotesque for
headlines, display text, and sometimes for short passages as found in an invitation or a program. We use Text in
situations where readability is compromised, such as in magazine articles, at small sizes, or when type is reversed.
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
13 of 30

IUAA BRAND FONT CUTS
Eames Century
Modern
Thin
Thin Italic
Light
Light Italic
Regular
Regular Italic
Book
Book Italic
Medium
Medium Italic
Bold
Bold Italic
Extra Bold
Extra Bold Italic
Black
Black Italic
Stencil
Stencil Cameo
Brandon Grotesque
Thin
Thin Italic
Light
Light Italic
Regular
Regular Italic
Medium
Medium Italic
Bold
Bold Italic
Black
Black Italic
Brandon Text
Thin
Thin Italic
Light
Light Italic
Regular
Regular Italic
Medium
Medium Italic
Bold
Bold Italic
Black
Black Italic
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
14 of 30

IU Brand Typography
IUAA also uses IU brand fonts. Freelancers, vendors, and other parties should use the IU
brand fonts.
Georgia Pro
Georgia Pro Light
Georgia Pro Light Italic
Georgia Pro Regular
Georgia Pro Italic
Georgia Pro Semi-bold
Georgia Pro Semi-bold Italic
Georgia Pro Bold
Georgia Pro Bold Italic
Georgia Pro Black
Georgia Pro Black Italic
Georgia Pro Cond Light
Georgia Pro Cond Light Italic
Georgia Pro Cond
Georgia Pro Cond Italic
Georgia Pro Cond Semi-bold
Georgia Pro Cond Semi-bold Italic
Georgia Pro Cond Bold
Georgia Pro Cond Bold Italic
Georgia Pro Cond Black
Georgia Pro Cond Black Italic
Salvo Serif
Condensed Light
Condensed Light Italic
Condensed Regular
Condensed Regular Italic
Condensed Book
Condensed Book Italic
Condensed Medium
Condensed Medium Italic
Condensed Bold
Condensed Bold Italic
Condensed Black
Condensed Black Italic
Extra Condensed Light
Extra Condensed light Italic
Extra Condensed Regular
Extra Condensed Regular Italic
Extra Condensed Medium
Extra Condensed Medium Italic
Extra Condensed Bold
Extra Condensed Bold Italic
Extra Condensed Black
Extra Condensed Black Italic
IU fonts are available upon request. Contact kcarnaha@iu.edu »
Benton
BentonSans Thin
BentonSans Thin Italic
BentonSans ExtraLight
BentonSans ExtraLight Italic
BentonSans Light
BentonSans Light Italic
BentonSans Book
BentonSans Book Italic
BentonSans Regular
BentonSans Regular Italic
BentonSans Medium
BentonSans Medium Italic
BentonSans Bold
BentonSans Bold Italic
BentonSans Black
BentonSans Black Italic
BentonSansComp Thin
BentonSansComp Thin Italic
BentonSansComp ExtraLight
BentonSansComp ExtraLight Italic
BentonSansComp Light
BentonSansComp Light Italic
BentonSansComp Book
BentonSansComp Book Italic
BentonSansComp Regular
BentonSansComp Regular Italic
BentonSansComp Medium
BentonSansComp Medium Italic
BentonSansComp Bold
BentonSansComp Bold Italic
BentonSansComp Black
BentonSansComp Black Italic
BentonSansCond Thin
BentonSansCond Thin Italic
BentonSansCond ExtraLight
BentonSansCond ExtraLight Italic
BentonSansCond Light
BentonSansCond Light Italic
BentonSansCond Book
BentonSansCond Book Italic
BentonSansCond Regular
BentonSansCond Regular Italic
BentonSansCond Medium
BentonSansCond Medium Italic
BentonSansCond Bold
BentonSansCond Bold Italic
BentonSansCond Black
BentonSansCond Black Italic
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
15 of 30

Internet Typography
On Web pages, maintain the look and feel established in print, but
optimize for readability. For sans serif type, use Lato — it’s similar to
Benton and Brandon. For an alternative serif, use Museo 500, which
is similar to Eames.
Font choices are limited for email designs. For text, use Georgia and
Arial. When words are part of an image, use any of the IUAA or IU
brand fonts.
Lato
Museo
Lato is freely available from Google Fonts.
Download Lato »
Three cuts (300, 500, and 700) of Museo is
freely available from Fontspring.
Visit Fontspring »
MM ee aa
Museo and Eames, a side-by-side comparison
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
16 of 30

IU Primary Colors
IUAA embraces Indiana
University’s official colors,
cream and crimson—key
components of the IU brand.
They are the primary colors
for use by all IU-administered
campuses and should
be dominant in all materials.
The IU brand uses a secondary
palette, offering broader
artistic freedom. IUAA complies
with this color family.
PRIMARY PALETTE WITH ACCENTS
IU CRIMSON
PRINT PANTONE 201
C0 M100 Y65 K34
WEB HEX #7D110C
IU PRIDE
PRINT PANTONE 188
C12 M95 Y59 K54
WEB HEX #663334
IU SCARLET
PRINT PANTONE 202
C10 M97 Y61 K48
WEB HEX #822433
IU PASSION
PRINT PANTONE 199
C0 M100 Y65 K0
WEB HEX #D00031
IU GRAIN
PRINT PANTONE 7503
C10 M15 Y45 K28
WEB HEX #A79E70
IU WHEAT
PRINT PANTONE 7502
C0 M8 Y33 K10
WEB HEX #D3BF96
IU CREAM
PRINT PANTONE 7500
C1 M5 Y23 K3
WEB HEX #E1D8B7
IU CORN SILK
PRINT PANTONE 7501
C0 M4 Y20 K7
WEB HEX #DBCEAC
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
17 of 30

Secondary Colors
Download Web swatches at go.iu.edu/89F »
Download print swatches at go.iu.edu/89E »
IU STEEL
PRINT PANTONE WARM GRAY 9
C17 M25 Y25 K49
WEB HEX #82786F
IU MAJESTIC
PRINT PANTONE 269
C80 M95 Y0 K35
WEB HEX #4B306A
IUAA adds two metallic
neutrals: bronze and
silver.
IU LIMESTONE
PRINT PANTONE WARM GRAY 5
C11 M13 Y14 K26
WEB HEX #AEA79F
IU MINT
PRINT PANTONE 337
C40 M0 Y23 K0
WEB HEX #9ADCC6
IU MIDNIGHT
PRINT PANTONE 5405
C71 M30 Y13 K41
WEB HEX #44697D
IU LEATHER
PRINT PANTONE 722
C3 M45 Y64 K9
WEB HEX #CD894E
IUAA BRONZE
PRINT PANTONE 7532
C23 M37 Y45 K65
WEB HEX #63513D
IU OLD GOLD
PRINT PANTONE 1245
C7 M35 Y100 K13
WEB HEX #C59217
IU MAHOGANY
PRINT PANTONE 7533
C36 M52 Y65 K85
WEB HEX #4A3C31
IUAA SILVER
PRINT PANTONE 7544
C35 M14 Y11 K34
WEB HEX #768692
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
18 of 30

IU Icons
IU Communications created a universal icon
library to ensure we’re all using these forms in
a way that is representative of our brand.
Download icons at
go.iu.edu/89F »
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
19 of 30

Shapes, Marks, and Lines
IUAA applies detailed design elements to help create a stylized visual brand.
Dotted and double lines, notched ribbons and bursts, and shapes with double
borders combine to form the basic palette.
|
IU FAMILY
“
My kids see the love I have for IU, and
they see the love IU gives back. Every
IU visit—and we make a lot of them—is
another positive influence on what they
for
do now and in the future.
Allyou!
I’m an IU alum. I’m an IU Alumni
Association member. I’m deeply
rooted in IU.”
Shontrai irving, Ba’97, Ma/JD’03
Attorney / Foster PArent / MeMber
RENEW.iu.Edu
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
20 of 30

“
I’m an IU alum, an IUAA life
member, and I’m proud to claim IU. ”
miChael barlow, ba’85
ARTIST / EDUCATOR / VOLUNTEER
JOIN.Iu.edu
you love iu, you’ll love iuaa membership. join today!
PLUS:
invest in tomorrow
donate to iu
payment
information
find the right job global networKing all iu news
for the glory of old iu
perKs and disCounts
AlUMNI.INdIANA.edU/MeMbeRShIP/beNeFItS
JoIN.IU.edU
“Exchange”
“Circles”
IUAA Patterns
A variety of patterns bring depth and texture to the IUAA brand. They convey a conversation, energy,
modernity, and interaction.
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
21 of 30

IU Brand Patterns
IU Communications offers several patterns as part of its Adobe CS swatch collection. Each pattern is
offered in three IU brand colors.
Download IU brand
patterns formatted as
Adobe Illustrator swatches.
go.iu.edu/89E »
“Hoosier”
“IU Plaid”
“Hoosier”
“Hoosier”
“Chevron”
“Pinstripe”
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
22 of 30

Attorney / Foster PArent / MeMber
photograph by christopher c. pickrell, ba’09
IU FAMILY
“
My kids see the love I have for IU, and
they see the love IU gives back. Every
IU visit—and we make a lot of them—is
another positive influence on what they for
do now and in the future.
Allyou!
I’m an IU alum. I’m an IU Alumni
Association member. I’m deeply
rooted in IU.”
Shontrai irving, Ba’97, Ma/JD’03
RENEW.iu.Edu
Photography
Use or choose environmental portraits to highlight the
community spirit that our alumni experience every day.
Use well-composed environmental portraits that make
your subject the hero of a captivating scene. Diversity is
important. Make sure a variety of people are represented.
Looking for a particular photo?
Contact welliot@iu.edu »
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
23 of 30

Examples
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
24 of 30

Examples
Conference materials
T-shirt and coupon giveaway
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
25 of 30

Examples
Print advertisements
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
26 of 30

Examples
Booklet
Email campaign
ALUMNI, GET SOME
WITH AN IU ALUMNI ASSOCIATION MEMBERSHIP!
STEADY INCOME
IS AWESOME!
Add the IU edge to
yoUr job seArch!
Tap into the expertise and
personal service of
Career Services at the
IU Alumni Association.
“The IUAA’s Career Services instilled both confidence and patience
when I needed them most. I learned to create a memorable cover
letter, network with finesse, and build lasting relationships—all
critical to finding a career in this economy.”
—Jessica Baxter
IU bachelor’s in 2006, IU master’s in 2009, associate executive director of BIG ARTS in Sanibel, Florida
$
PLUS AN EXCLUSIVE
IU ALUMNI T-SHIRT!
ENTER CODE:
AWESOME
Follow Jessica’s lead. Join the IU Alumni Association
and give your career an IU lift.
Stay connected to one of your favorite places.
Indiana University Alumni Association
1000 E. 17th St., Bloomington, IN 47408-1521 | 812-855-4822 or 800-824-3044
You are subscribed as user1@indiana.edu, 954549. To update your email address, please contact advdata@indiana.edu.
© 2012 Indiana University Alumni Association | Privacy Policy | Join IUAA
Unsubscribe from all IUAA emails | Unsubscribe from IUAA News emails
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
27 of 30

Examples
Postcard invitations
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
28 of 30

Examples
Email and Blog
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
29 of 30

Examples
Infographics
Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES
30 of 30