Branding Style Manual_2016Update

Branding Identity
Style Guidelines

SAN JUAN COLLEGE

Success Matters

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This manual, the SJC official color palette and templates can be found at sanjuancollege.edu/branding

Style Guide

From the Office of Marketing and Public Relations (MPR)

San Juan College requires consistent use of SJC’s logo, tagline and branding. This will help the
College speak to its various constituencies in a distinct voice that builds brand awareness and
name recognition.
The Office of Marketing and Public Relations provides a variety of services to help schools
and departments meet their communication and marketing needs. We provide direct and
consulting expertise for public relations and advertising efforts, including design and all
stages of production.
A uniformly applied visual identity program for a college is essential. Logos, taglines and
overall branding used consistently helps establish immediate recognition for San Juan
College, expresses our personality and sets us apart from competitors. It becomes a visual
interpreter of our character and quality. It builds our credibility and reflects our spirit and
values.
This manual provides guidelines about the College’s branding standards. We require everyone
to work within these guidelines to make our branding a success.
If you have questions, please call Marketing and Public Relations
at (505) 566-3205.

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This manual, the SJC official color palette and templates can be found at sanjuancollege.edu/branding

San Juan College Branding and Messaging

As we work to refine the San Juan College brand, it is important that we all work in collaboration to convey a
single theme that is critical to the college’s message and brand. While San Juan College’s new tagline,“Success
Matters,”serves as a creative, memorable expression of the institution’s mission and brand, the positioning
statement describes,“what we do better;”and the institutional marketing messages explain,“how we do it.”
These key messages offer structure and guidance to anyone who describes San Juan College in speeches,
presentations, advertising and brochure copy, publicity and press releases, meetings or one-on-one with
prospective students or donors. They can be used verbatim or paraphrased to capture the key concept within
each statement.

San Juan College Tagline (Creative, memorable expression of San Juan College’s mission and brand)

Success Matters

San Juan College Positioning Statement (Describes, “What we do better.”)

San Juan College is the leader for educational and economic prosperity in the Four Corners and outlying regions
by connecting students, the community and employers through rich learning experiences and providing an
atmosphere of acceptance and support to help each student achieve his or her academic, career and personal
goals.

San Juan College Key Messages

( Supports the Positioning Statement and describes “How we do it.”)
1 . San Juan College is dedicated to student success and completion.
• Supports the College’s mission (to inspire and support lifelong learning to achieve personal and
community goals) and strategic goals
• Supports the strengths that students are transferable and employable and can better themselves
• Identifies aspiration to be known for student success
• Aims to provide the best possible service to students with registration and other processes
• Provides students with a quality education at an affordable cost

2. At San Juan College, teaching often goes beyond the classroom, engaging students in collaborative and
applied learning.
• Supports the College’s vision (dynamic learning college) and practices
• Characterizes the academic environment as modern, innovative, and relevant in today’s world
• Shares students’genuine desire to learn in a rich and meaningful environment
• Highlights hands-on learning and facilitates opportunities important to student success such as
internships, research and practical experience

3. San Juan College offers innovative and challenging academic programs that equip students with the
knowledge, skills, and confidence to find success.
• Supports the College’s mission (quality education), vision (innovative, dynamic learning college), and
values (innovation and excellence)
• Showcases the College’s many challenging academic programs, innovative delivery methods, and best
learning practices
• Strives to be known for academic quality, excellence and affordability
• Emphasizes and teaches skills for students to become successful employees and contributing members
of the workforce
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This manual, the SJC official color palette and templates can be found at sanjuancollege.edu/branding

• Illustrates student success through examples of programs, student and faculty achievements
4. Faculty and staff at San Juan College create an environment of acceptance, engagement, and support
fostering of students.
• Supports the College’s mission (to inspire and support lifelong learning to achieve personal community
goals), vision (mutual respect, meaningful participation, and a collective commitment to students), and
values (collaboration and respect)
• Expresses the commitment of faculty to accept, connect with, care for, and help change students’lives
• Demonstrates the internal commitment to provide necessary and helpful services and resources
• Showcases engagement with students, staff, and faculty
5. San Juan College forges innovative and creative partnerships that benefit our students, businesses, and
communities.
• Supports the College’s mission (to inspire and support lifelong learning to achieve personal and
community goals), values (innovation and collaboration), and strategic goals
• Illustrates caring and concern for people of the region and the aspiration of providing more
opportunities locally
• Positions the College as a key player in the economic prosperity of the region
• Reflects the College’s commitment to service outside of the campus and outside of academics
• Promotes the College as a regional leader in education
• Focuses on the benefit and outcomes of the partnerships allowing the College to showcase the positive
impact of its outreach to and investment in the region
• Partners with the business community to meet needs and provide qualified and skilled employees

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This manual, the SJC official color palette and templates can be found at sanjuancollege.edu/branding

THE COLLEGE LOGO

Official SJC Logo

The College Identity

The official SJC logo is the primary component of San Juan College’s graphic identity system. This logo
replaces all other pre-existing logos developed for the College.
The logo consists of the four squares representing the Four Corners, with “S,”“J,” and “C” and the
starburst set within the squares. The wordmark, which can be used in conjunction with the four
squares, consists of the words “San Juan College” to the right side or below, in GILL SANS MT in all
capital letters.
The authorized configurations of the official logo shown in this manual are the only approved
combinations of the logo and wordmark.
The logo must be incorporated into all College communication without exception and must be
consistently applied within the guidelines of the manual.
Please refer to the following pages for specifics in logo color, size, fonts and all other usage guidelines.

It is always preferable that the wordmark be utilized with the four-square logo, however, there may be
instances where the wordmark may be omitted. In such instances, the following criteria must be adhered to:

• Can only be used on materials with FULL COLOR
limited distribution within the Four FULL COLOR on
Corners region. dark background
WHITE REVERSE on
• Must have prior approval of the dark background
SJC Marketing and Public Relations
Department.

• The words “San Juan College” must
be used within the materials’ written
information as belonging to a San
Juan College entity, preferably in
the title/event name, location, or
description of an event.

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This manual, the SJC official color palette and templates can be found at sanjuancollege.edu/branding

APPROVED LOGO CONFIGURATIONS

The official San Juan College logo must appear in a prominent position on all communication
documents.
Download logos from www.sanjuancollege.edu/logos.
Shown here are the horizontal and vertical configurations of the logo. In all configurations, do not
change any aspect of the logo and its relationship to the wordmark in size or spacing.

full color black & white

VERTICAL FORMAT - Large

SAN JUAN COLLEGE SAN JUAN COLLEGE

full color black & white

VERTICAL FORMAT - Small SAN JUAN COLLEGE SAN JUAN COLLEGE
HORIZONTAL FORMAT
full color

SAN JUAN COLLEGE

one color black & white

SAN JUAN COLLEGE SAN JUAN COLLEGE

REVERSED LOGO full color
HORIZONTAL FORMAT
SAN JUAN COLLEGE
one color
black & white

FULL-COLOR LOGO WITH DEPARTMENT,
HORIZONTAL FORMAT

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This manual, the SJC official color palette and templates can be found at sanjuancollege.edu/branding

NOTEXAMPLES OF WHAT TO DO

Do NOT substitute typefaces or mix old and new logos San Juan
Using other typefaces in place of the official wordmark is not permitted. College

Do NOT rearrange
Do not rearrange the logo and word mark configurations in any way.

Do NOT change angles.
Do not angle or rotate or distort the logo.

Do NOT change spacing SAN JUAN COLLEGE
Use the signature configurations as distributed. Do not change the
spacing between the letters, or spacing between the word mark and logo. SANJUANCOLLEGE

Do NOT screen colors
Using screen tints in any combination is not permitted.

Do NOT change existing colors
Mixing the official colors in any combination other than the approved
usage is not permitted.

Do NOT change colors

Do NOT convert color version to black and white
Avoid using color digital files when outputting to a black and white laser printer.
This will render the official colors of purple and yellow to screens of black that
are not permitted.

Do NOT combine colors

Do NOT change existing reversed colors

Do NOT combine the official College logo as part of another logo.

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This manual, the SJC official color palette and templates can be found at sanjuancollege.edu/branding

APPROVED COLOR PALETTE

All logo reproduction must absolutely adhere to the approved SJC color palette. Additionally, all brand
media, print pieces and merchandise graphics should strive to appropriately incorporate these colors in their
layout elements.
Shown below is the official SJC Pantone® color palette for full-color applications. Full-color is preferred.
The secondary color palette that may be selected from for peripheral color options outside of the primary
color palette. This MUST NOT deviate from the established standard.
In order to reproduce correctly, full-color logos need to be converted to a CMYK color profile in a four-color
process document, RGB for TV production, and HTML for web use. Use the formulas listed on the official
color palette for the proper conversions.

When possible print all college branded materials at copy services to ensure proper color representation.

Color Palette and Pantone Mixes

Other Color Needs

In the case of some printing jobs, such as banners or merchandise such as pens, the available colors may not
match any of the options given above. You can obtain color swatches from the vendor and consult with the
MPR graphic designers for guidance.

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This manual, the SJC official color palette and templates can be found at sanjuancollege.edu/branding

OFFICIAL TYPEFACE

WORDMARK FONT

GILL SANS MT Regular is the official SJC logo typeface (font) for the logo. This typeface is embedded into the
logo to spell out “San Juan College” and is in all capital letters and should not be altered.

SAN JUAN COLLEGE

Logo Subheading Font

To individualize the font with a subhead, the approved typeface is Museo 500. The size of the subhead
should always be slightly smaller than the letters of the wordmark. Placement of any subhead in the
horizontal logo format should be left justified under the San Juan College wordmark. Placement of any
subhead under the vertical logo format, should be centered under the San Juan College wordmark.

Marketing and Public Relations

Subheads should be utilized in the following colors:

When using the full color logo,
the tagline should be in dark gray.

When using a one-color logo [black, white, or purple], SAN JUAN COLLEGE
the tagline color should match the logo.
Subheadings include: Marketing & Public Relations
• School Name
SAN JUAN COLLEGE
• Department Name
School of Humanities
• SJC Associations, Clubs, Team or Committee names
SAN JUAN COLLEGE
• Tagline - Success Matters
Support Services

SAN JUAN COLLEGE

Associated Students

SAN JUAN COLLEGE

Success Matters

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This manual, the SJC official color palette and templates can be found at sanjuancollege.edu/branding

OFFICIAL COLLEGE BRANDING MATERIALS & TEMPLATES

Customized Logos

Academic and administrative offices may not design customized logos. However, departments or programs with
a major external presence and mission distinct from the academic mission of the institution may, in some cases,
be permitted to create and use unique logos with the approval of MPR. Examples of this include the Public Events’
Silhouette Series, Encore the Senior College, or ENLACE.

Any office or department wishing to create a customized logo or to modify the official College logo must submit
a proposal to MPR. If approved, the office or department will be responsible for working with an MPR graphic
designer to create the logo.

The official logo can only be used for official SJC communications, publications and merchandise.

SJC Student Clubs and Employee Organization Graphics

Student clubs and employee organizations are an important part of the college experience and building the
culture. This may include clubs requesting a graphic to identify or represent their specific group. In protecting the
branding of the college, it is important that all San Juan College student clubs and employee organizations adhere
to the following guidelines:
• Student clubs and employee organizations are required to adhere to logo guidelines provided on pages 5-9.
• Any originally designed student club or organization image or graphic element, including images for College
sanctioned events, must first be approved by the Director of Student Activities. All student club and employee
organization graphics require final approval of the Director of Marketing and Public Relations, prior to the image
being utilized on any promotional items (i.e. T-shirts, hats, pens, pencils, etc.).
• Any student clubs or organizations hosting college sponsored events (such as the Summer Music Fest, Pow
Wow, Annual Plant Sale etc.), that would like to have a graphic image developed to promote that event on
promotional materials (T-shirts, pens, caps, etc.), have the option of crafting the design, or may call upon the
professional assistance of SJC Marketing and Public Relations Department.
- Associated Students of San Juan College (AS/SJC) is considered to be a department of San Juan College, and thus
falls under the aforementioned guidelines.
• Only sanctioned San Juan College Student Clubs under the guidance of AS/SJC and Organizations (including
SJC employee associations, committees and teams) are allowed to utilize the San Juan College name, logo,
image or wordmark.
• All San Juan College student club image must follow all other college policies and protocols.
• The official San Juan College wordmark or logo should used on promotional items to display the connectivity/
partnership with San Juan College. When utilizing the SJC logo, it must be separated from the original club
or organization image, which maintains the required branding of the SJC logo. When utilizing the SJC logo
or wordmark, the official font and colors must be adhered to as stated in the Branding Identity Guidelines. (See
Appendix G on page 18 for examples.)
• The cost of all student club or employee organizational promotional items, including printing, are the
responsibility of the club or organization. Purchases made by student sanctioned clubs must follow the
guidelines set forth by Student Activities.
• Use of all other trademarked images, logos, wordmarks or properties are not allowed to be utilized in
conjunction with any SJC clubs, organizations or logos without expressed written consent of the owner, as well
as approval of the Director of Marketing and Public Relations.

Approval

A copy of your external communication, newsletter, publication, merchandise or promotional materials must be
submitted to MPR for approval. Internal communications such as degree sheets, course materials, faculty or student
publications and other related internal communication materials do not need approval from MPR. However, any
internal or external communications promoting either schools, departments or programs, courses or events should

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This manual, the SJC official color palette and templates can be found at sanjuancollege.edu/branding

always incorporate the SJC logo in their communication. The tagline should also be incorporated when suitable.

Letterhead and Envelopes

Official College letterhead can be purchased in the Bookstore. If you request specialized letterhead with
department name, please consult with MPR.

Business Cards

Official business cards can be ordered online from“My SJC Portal”under“Quick Links,”and will be handled through
MPR. They can be purchased in quantities of 250, 500 or 1,000. If you require additional logos or information that
deviates from the standard, please confer with MPR.

Fax Forms

For the approved standard cover page for faxes sent externally, see appendix C or download fillable form.

Memo Forms

For the approved standard cover page for memos sent internally and externally, see appendix D or download
fillable form.

Email Template

To ensure readability and professionalism, there is an approved standard for official email correspondence. Please
do not include emoticons, colored backgrounds, unreadable fonts or colored text other than approved SJC purple.
See appendix E.

PowerPoint Presentations

The College provides PowerPoint Presentation templates for both external and internal presentations representing
San Juan College. It is preferred that this template is used for all external presentations representing the College
and can also be used for any internal presentation as well. For the approved standard PowerPoint template, see
Appendix F or download fillable form.

Providing Artwork for Banners, Promotional Materials, etc.

The MPR office will provide official artwork and logos for merchandise, banners, etc. Often vendors require
specialized files in order to ensure a high quality product, so the designers will work directly with the vendor to
provide them.

Signage

All signage on campus (permanent signs, directional signs, magnetic car plates, etc.) will adhere to the graphic
standards set forth in this manual. The logo and tagline will be reproduced correctly, in terms of proportion and
color (see pages 6 and 11 for approved PMS combinations).

Website and Social Media

The design of the College’s website and social media accounts adhere to official design standards, including colors,
appropriate use of logo, fonts, photography and graphic elements. In addition, lower tier pages for departments
and programs must fit the approved template and work within the established standards. MPR oversees the
website and social media and can assist with uploading files and designing pages. For website information contact
Megan Freeman at 505-566-3083. For social media contact Angelique Rodriguez at 505-566-3205.

Use of Publisher Software

The presence of Publisher desktop design software on PCs has allowed people to design their own fliers, brochures
and signage. Please don’t mistake this software for professional graphics software. Printing companies are not able
to use Publisher when printing materials, and Publisher is not intended to be used as professional graphics for an
educational entity. If you need promotional printed materials (brochures, give aways, etc.), you must go through
the MPR office to develop those.

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This manual, the SJC official color palette and templates can be found at sanjuancollege.edu/branding

APPENDIX A - Official College Color Palettes

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This manual, the SJC official color palette and templates can be found at sanjuancollege.edu/branding

APPENDIX B - Branding Samples

Advertising Samples

Newspaper ad Shopping mall kiosk ad Magazine ad

Posters/flyers Samples

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This manual, the SJC official color palette and templates can be found at sanjuancollege.edu/branding

APPENDIX C

Fax Form

Museo 700 in a 70 point size in black is the font used for the word“Fax.”Museo 300 in a 12
point size in black is the font used for the remaining information. The example below is shown
smaller than actual size.

Fax SAN JUAN COLLEGE

Success Matters

4601 COLLEGE BLVD • FARMINGTON, NM 87402

Date: Company:
To: Name Phone number

Title
Fax number

From: Name Phone number
Title
Fax number

Pages: # + Cover page
Message:

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This manual, the SJC official color palette and templates can be found at sanjuancollege.edu/branding

APPENDIX D

Memo Form

Museo 700 in a 70 point size in black is the font used for the word“Memo.”Museo 300 in a 12
point size in black is the font used for the remaining information. The example below is shown
smaller than actual size.

Memo 4601 COLLEGE BLVD • FARMINGTON, NM 87402

To:
From:
Title:
Date:
Re:

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This manual, the SJC official color palette and templates can be found at sanjuancollege.edu/branding

APPENDIX E

Email Template

To ensure readability and professionalism, there is an approved standard for official (i.e. external) email
correspondence.
Please do not include emoticons, colored backgrounds, unreadable fonts or colored text. The template
is the approved format for emails you send externally from San Juan College: Body copy should be in
Gill Sans, 11 pt, black, or the default, which is Calibri, 11 pt., black. Because the use of color backgrounds,
color fonts, themes or emoticons can be distracting and difficult to read, their use is discouraged. The
background should remain white. Always include a subject in the “Subject” box.
All email messages should contain your “signature” in order for the recipient to identify who you are
and how to get in touch with you by phone or in person if necessary. To set your signature in Outlook,
go to “Tools” in the menu bar, select “Options,”“Mail Format,” then “Signatures.” Select Gill Sans, 11 pt.,
black. (Your signature can also be in SJC purple, set as a Custom Color at RGB 80r, 7g, 120b.) Information
should include, at the minimum, the following:
Name
Title
San Juan College
Farmington, NM
Phone with area code; Fax Phone OR Cell
Optionally, you can include the college’s web site address at www.sanjuancollege.edu and your physical
address (especially helpful for those off the main Farmington campus). Some may choose to personal-
ize their email with quotations, “strengths,” etc. Please make sure these are appropriate to an education-
al institution.
Alternately, you can insert your personal business card, which you can create in Contacts. When send-
ing a new message, select “Insert” from the menu bar, then “Business Card,” and select your own card to
insert. (If you insert your business card, you won’t need to include a signature, too.) To create a business
card, select Contacts, “New,” then fill in the appropriate fields. To add the college logo, select “Add Pic-
ture” in the top menu bar, go to your files and insert the logo. Press “Save & Close.”

4601 College Boulevard
Farmington, New Mexico 87402
www.sanjuancollege.edu | (505) 326-3311

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This manual, the SJC official color palette and templates can be found at sanjuancollege.edu/branding

APPENDIX F

Powerpoint templates generic

Templates can also be made for your department, school or program

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This manual, the SJC official color palette and templates can be found at sanjuancollege.edu/branding

APPENDIX G

Examples - SJC Student Club/Organization Tshirt approved logo use

front logo - with department name and back design

front design - with SJC logo front design - with SJC logo on sleeve

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This manual, the SJC official color palette and templates can be found at sanjuancollege.edu/branding

SAN JUAN COLLEGE

Marketing & Public Relations

4601 COLLEGE BOULEVARD
FARMINGTON, NEW MEXICO 87402
sanjuancollege.edu/pr | (505) 566-3205

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This manual, the SJC official color palette and templates can be found at sanjuancollege.edu/branding