Lake Forest College Brand Book
All Access: A Brand New Brand While the strategic planning group was hard at work on a new direction for Lake Forest College, a parallel process was under way to freshen the College s brand and reputation. To guide the process, the College hired White Whale, a higher education marketing firm that redesigned our website, and set to work discovering what our stakeholders believe sets us apart. Students, faculty, staff, and alumni participated in either focus groups or a survey that tested different concepts that describe the value of a Lake Forest College education. Nearly 1,200 people responded to an online survey, and significant majorities chose the concepts access and edge as important, authentic, believable, and differentiating descriptions of what the College provides and produces. Out of that came a new brand statement that emphasizes what makes Lake Forest different, and a modern take on the traditional Lake Forest logo for the website and marketing materials that uses the outline of the logo as a repeating visual. 2
What you ll find in these pages: All Access: What it means...4 The Lake Forest College brand...5 The book mark: oversized swish...6 The official logo...8 The book mark: standard and photo window...9 The official logo rules for usage...10 Typefaces...12 Colors...13 The book mark: oversized swish rules for usage...14 The book mark: photo window rules for usage...15 Texture: the Forester Houndstooth...16 Other logos...17 Examples of the brand in use...18 Quick guide to the College style...19
All Access: Brand Statement Lake Forest College gives every student direct access to great faculty and advisors, impressive internships, and a powerful network of alumni and friends who hire or help our graduates begin their careers. Whether you major in art, biology, finance, psychology or any other subject, Lake Forest College is organized and dedicated to help you succeed before and after graduation. 4
The Lake Forest College Brand The new Lake Forest College brand is built on what came before it. The existing Lake Forest logo can still be used; there s no need to redo existing stationery or print materials if you ve still got them and they re working for you. The new brand has as its centerpiece the outline of the traditional logo.this shape, which is known as the book mark, highlights the most important aspect of it the open book as an icon: an object, but also a window. 5
The book mark: oversized swish The book mark is designed to accommodate a very wide variety of uses in both print and online communications. The most visually striking of these is the swish: the book mark used at very large size, with only a corner of the mark showing. This effect can create a powerful impression when used correctly. But if overused (or misused), it has the potential to look cheesy. So please use the swish wisely. :) 6
The book mark: oversized swish Some possible configurations. Note: the swish is made using the bottom of the book mark giving the impression that the book mark is continued off the page. 7
The official logo The official Lake Forest logo, with its iconic 1857 and acorns, is available for use in color and gray-scale options. All materials going off-campus must include the official logo. Departmental use of logos Here are two examples of how the Gates Center and OIR have incorporated the logo into their department s names. 8
The book mark: standard The new book mark Lake Forest logo has the same dimensions as the official logo, but is designed to be more flexible and personal. This logo is for on-campus materials only. The book mark: photo window This version of the Lake Forest logo can be used in any full-color application (print or Web). The photo used should ideally be relevant to the context it s used in: science photos in science department materials, nature photos in documents about sustainability, etc. This logo is for oncampus materials only. 9
The logo and book mark: standard Rules for usage (standard and official logo) Margins around the logo The standard logo should always be cushioned with a margin at least equal to half the width (horizontally) and height (vertically) of the book mark. When using the logo in documents, align text with left edge of book mark. When using the vertically oriented version of the Lake Forest logo, text should be aligned with the left edge of the book mark. Do not cut off the logo. Do not stretch the logo. Do not use a logo that is visibly pixelating. 10
Find the official logos on our website: lakeforest.edu/brand Logo files are provided in black-and-white and color in three formats: EPS (for print use) PNG (for Web use only, not for print) JPG (for various uses, not for print) LFC_Logo_CMYK_GU.eps LFC_Logo_BW_GU.eps LFC_Logo_CMYK_GU.png LFC_Logo_BW_GU.png LFC_Logo_CMYK_GU.jpg LFC_Logo_BW_GU.jpg These logo files are for use on black backgrounds only. Note: these do not have a black border and cannot be used on anything other than black areas as shown here. LFC_Logo_NO-border_CMYK_GU.eps LFC_Logo_NO-border_WT_GU.eps LFC_Logo_NO-border_CMYK_GU.png LFC_Logo_NO-border_WT_GU.png LFC_Logo_NO-border_CMYK_GU.jpg LFC_Logo_NO-border_WT_GU.jpg 11
Typefaces The official fonts of the new Lake Forest brand are Janson Text (the font used in the logo) and Avenir. Janson should be used for large headlines, Avenir for body text and subheadings. 12
Colors There are three primary Lake Forest brand colors. These are complemented with five secondary colors from the recent Forester Five campaign. 13
The book mark: oversized swish Rules for usage Content inside the swish should be padded with lots of white space. Text should not run up to the edges of the swish. In general, this design feature should not be used for text-heavy layouts; for multi-page documents, try using the swish on an intro page and leave it out on subsequent pages. The swish should only be used for full-bleed prints. It is important that the shape go all the way to the edge of a printed page; otherwise, it won t give the same illusion of being part of a larger shape. If you re printing documents on a printer that won t print borderless, this design element isn t recommended. For non-bleed prints and print-on-demand items. If the swish shape cannot go all the way to the edge of a printed page, then you may use the swish as a line to enhance your piece to reflect the new brand. Do not distort the shape of the book mark to make a space that s easier to work with. The shape of the book mark isn t always easy to use in content layouts. It s tempting to squish it to make it easier to work with. (Believe us, we know.) But please don t do this, as it reduces the integrity and consistency of the book mark across applications. Instead, make the enlarged book mark larger or smaller to achieve the effect you re looking for. 14
The book mark: photo window Rules for usage The photo window is designed to encourage creative expression make it your own! But there are a couple of traps to watch out for. Be careful using the photo window with faces. The top of the book mark shouldn t poke someone between the eyes. If you re using a photo of a person, the face should be off-center to one side or the other. Do not use text in the book mark, including photos with text. There are a few cases where words occur in photos (on shirts, for example) and are probably fine. But in general, there shouldn t be any text in photos used in the mark, especially if it s text you want people to read. (They won t.) 15
Texture: the Forester Houndstooth The new Lake Forest design package includes a texture, made of repeated instances of the book mark, intended to give the suggestion of depth and texture to background areas. We call it the Forester Houndstooth, and if anyone would like to get some custom fabric made for tuxedos, we wouldn t complain. The Houndstooth can be used in black or red only. Only one area of texture should be used in a layout. This design element should only be used for highquality print applications. 16
Other logos Along with the Forester Five logos, we have added logos for the Center for Chicago Programs and for the Career Advancement Center. These logos should be used with purpose and permission from the CCP and the CAC respectively. 17
Examples of the brand in use. The staff at the Career Advancement Center in Buchanan Hall are eager to help you every step of the way. We offer a combination of programs and individual advising on the following topics: ACCESS CAREERS MY NEXT ACTION STEPS: Developing and adjusting career plans Career/major exploration and decision-making Job/internship search strategies Resume/cover letter writing Access to employers for internships, jobs, and networking Preparing for the interview Academic Planner Graduate/professional school applications Office Hours: and Student Handbook 2014-15 Monday Friday 8:30 a.m. 5:00 p.m. Speed Networking Career Advancement Center 110 Buchanan Hall, South Campus 847-735-5235 Get Hired lakeforest.edu/careers twitter.com/lfcareers facebook.com/lfcareers ALL ACCESS PROFESSORS CHICAGO INTERNSHIPS ALUMNI CAREERS #EDGE The Role of Art in Egypt s Revolution OPPENHEIMER Family Foundation Lecture Series Mohamed Abla PRESIDENT S RECEPTION A special invite for A special invitation for Loyalty Circle Members Loyalty Circle Members and their guests Renowned contemporary Egyptian artist and political activist, Mohamed Abla will talk about his art and the current situation in Egypt, including a special visual presentation on The Role of Art in Egypt s Revolution. and their guests Mr. Abla is the recipient of many prestigious awards, and his work is in the British Museum. In Egypt he also founded the Fayoum International Art Center. Wednesday, April 9, 4 to 5 p.m. Center for Chicago Programs* The Department of Art and Art History, the Department of Politics, the International Relations Program, the Islamic World Studies Program, and the Office of Intercultural Affairs are co-sponsoring this event. Lake Forest College Forester Men s Soccer Prospect Camp For more information about this event, please contact Professor Jim Marquardt at marquardt@lakeforest.edu or 847-735-5126 Dates: June 29, 2014 & August 10, 2014 CAMP SCHEDULE 8:30 a.m. Registration Lake Forest College 9 a.m. Training session I *Center for Chicago Programs is accessible for people with disabilities. The Lake Forest College Prospect Camp is for high school soccer players who want to learn what it takes to be part of a nationally competitive soccer team at a top-tier college. Training sessions are conducted by Forester men s soccer coaching staff and replicate the training environment of current Lake Forest College players. Our team plays a possession-oriented, dominant style of soccer both offensively and defensively. Players will leave with a solid understanding of the soccer program at Lake Forest and what it takes to make the team. Forester Men s Soccer Prospect CampCOACHING STAFF 10:45 a.m Campus tour Selected as the 2012 and 2013 Midwest Conference (MWC) Coach of the Year, Head Coach Chris Bergmann and his staff have led the Foresters to back-to-back MWC Championships along with the 2013 MWC Tournament and College admissions and Camper Name Championship. The 2013 season was highlighted by the team s first NCAA financial aid discussion Address National Tournament appearance in 32 years. In his five seasons as head coach, Bergmann s teams are 60-31-5 overall and 31-13-3 in league play, with City 1:15 p.m 18 All-MWC, eight NSCAA All-North Region, one NSCAA All-American awards State Jog/stretch at Lake Forest alongside the 2013 Capital One Academic All-American of the Year award. beach and team talk with Lake Zip Please choose a date: June 29, 2014 11:45 a.m. August 10, 2014at the dining hall Lunch Summer Open House Programs June 9, July 14, and August 11, 2014 Forest soccer players Email address WHAT TO BRING Phone # 2 p.m. Soccer training clothes for two sessions, soccer ball, shin guards, soccer Cell # Training session II cleats suitable for FieldTurf and grass Expected Year of High School Graduation: 2015 2016 2017 Shoes to play indoors on soft court if needed due to inclement weather 3 p.m. Comfortable clothes and shoes for walking through campus Soccer Position: goalkeeper defender midfielder forward Recruiting discussion and Running shoes for jog to the beach Shirt size: small medium large X-large debrief Club team name 3:30 p.m. TRADITION OF EXCELLENCE Coach name Camp day ends We are looking for dedicated student-athletes of impeccable character who Email are willing to give themselves to build upon the legacy and tradition of the Phone number Lake Forest College men s soccer program. Be a part of our tradition of excellence: Academic area of interest or intended major: 2013 NCAA National Tournament Participants 2013 NCAA National Tournament First Round Hosts Parent/guardian name 2013 Midwest Conference Tournament Champions email 2012 and 2013 Midwest Conference Champions phone number 16 Midwest Conference Championships since 1961 1314_ADM_OPEN_House_Summer_Postcard.indd 1 5/6/14 2:31 PM Insurance carrier Policy # Lake Forest College COST: Can you spare $4 this year? $75 per participant includes camp instruction, Forester Soccer t-shirt and lunch. Cost is non-refundable. Make checks payable to: Lake Forest College. Send this form along with registration form and check to: Lake Forest College, Athletic Dept.-Men s Soccer, 555 N. Sheridan Rd. Lake Forest, IL 60045 Questions? Contact Chris Bergmann, Head Men s Soccer Coach, 847-735-5249, bergmann@lakeforest.edu Liability waiver: I hereby give my consent to allow my son/daughter ( player ) to attend the Lake Forest College Soccer Prospect Camp. I have no knowledge of any physical impairment that would prevent my player s participation in this camp, as outlined in the brochure. As part of camp enrollment, I understand that I must have suitable insurance to cover all injuries and/or illnesses my player may sustain and I hereby authorize the Lake Forest College Soccer Prospect Camp staff to act for me to their best judgment in any emergency requiring medical attention. I hereby waive and release Lake Forest College and its trustees, employees, and agents from any and all liability (except for gross negligence) for any injuries and/or illnesses incurred while at the Lake Forest College Soccer Prospect Camp. Lake Forest, Illinois Thirty Miles North of Chicago Being fresh out of college is tough these days; that is why we are asking for you to show your support in the easiest of ways. Your gift of only $4 can help Lake Forest in its rankings in U.S. News and World Report and other publications which emphasize the number of alumni who give to their alma mater. www.goforesters.com Gifts must be in by May 31, 2014 Parent or Guardian Signature Date Name Daytime Phone Different ways to give 4 bucks: Emergency Contact Phone Insurance Company 1. Call 1-800-LFC-ALUM 2. Visit www.lakeforest.edu/makeagift Policy/Group Number Medication/Allergies/Other Medical Concerns 1314_Admissions_Poster.indd 1 1/13/14 10:41 AM The Forester Career Network is a database comprised of working professionals willing to help Lake Forest College students and recent graduates understand and navigate the work world. Career volunteers, including Forester alumni, parents, and friends, help students by: Offering advice and insight on occupations and industries Sharing career experience and job search techniques Providing information about graduate programs Connecting them with other professionals in their area of interest Making referrals to a hiring manager How it works Career volunteers complete an online profile that includes their industry, company, location, and other professional information. Lake Forest students search the database for volunteers that match their career interests, and then contact them through an online form. Once a student has initiated contact, the volunteer can then opt to share their phone number and email address. Volunteers can choose a maximum number of students who contact them per month. To become a Career Network Volunteer, go to lakeforest.edu/careers and click on Become a Career Network Volunteer in the top right hand corner. Questions? Contact the Lake Forest College Career Advancement Center at 847-735-5235 or careers@lakeforest.edu. Career Advancement Center 110 Buchanan Hall, 555 North Sheridan Road, Lake Forest, IL 60045 STEVEN GALOVICH MEMORIAL STUDENT SYMPOSIUM 2014 Become a Forester Career Network Volunteer STEVEN GALOVICH MEMORIAL STUDENT SYMPOSIUM 2014 CAREER ADVANCEMENT CENTER STEVEN GALOVICH MEMORIAL STUDENT SYMPOSIUM Monday, April 7 Trustee Award for Teaching Excellence and Campus Leadership Awarded to Cynthia Hahn 7:30 p.m. Lily Reid Holt Memorial Chapel Tuesday, April 8 Presentations, art exhibit, music performances, and the Kenneth L. Weik undergraduate poster session 9 a.m. - 4 p.m. Closing Speaker: Thomas Dyja Beyond Pizza and Big Shoulders: Getting to the Heart of the Third Coast 4:30 p.m. Lily Reid Holt Memorial Chapel Complete schedule online: www.lakeforest.edu/symposium 18 BEYOND PIZZA AND BIG SHOULDERS: GETTING TO THE HEART OF THE THIRD COAST Soup Stories A TALK WITH THOMAS DYJA Chicagoans are proud of their city, with good reason. Author Thomas Dyja will take us past the usual Bests and Biggests and Firsts, toward the Chicago that built the American Dream in ways that have changed the world. EVERYONE NEEDS A BUNDINI Lamont Robinson 94 discusses his book TransformNational: Journey of a Bastard, an inspiring story of how one man overcame the trials of his past from Chicago s violent West Side to develop a path to personal success, despite countless obstacles that sought to derail him. Lamont Robinson 94 Vice President of Supplier Diversity at Nielsen Photo by Art Shay Friday, September 19, noon CALVIN DURAND HALL Tuesday, April 8 4:30 p.m. Lily Reid Holt Memorial Chapel Free, Open to the Public Lake Forest College, 555 N. Sheridan Road, Lake Forest, Illinois 847-234-3100 www.lakeforest.edu/symposium Office of Intercultural Relations intercultural@lakeforest.edu 847-735-5105
Quick Guide to Lake Forest College Style The College uses the Chicago Manual of Style and Merriam Webster s Collegiate Dictionary. The College s complete style guide and a link to the Chicago Manual of Style can be found at: www.lakeforest.edu/offices/communications/style Abbreviations Do not use in running text (Professor Smith, not Prof. Smith). U.S. is acceptable as an adjective, but use United States for the noun. Always use U.S. with periods between the letters (U.S. not US). Acceptable abbreviation in first use if common (CIA, CEO, SAT, NCAA, AIDS, HMO, NASA, FBI). Otherwise, introduce by placing the acronym in parentheses after the first use of the spelled-out term. The College s URL, domain name, and email are lakeforest, not lfc. Do not use LFC to abbreviate the College s name. Ampersand Do not use an ampersand in place of the word and unless it is part of a formal title. (AT&T) Capitalization Official names are capitalized (Office of Admissions, Department of Chemistry) but use lowercase for informal form (chemistry department, registrar s office) Set lower case departments or offices that are not official names (the alumni office); nouns used with numbers to designate chapter, rooms, pages, etc. (chapter 1, room 234, page 555); simple direction (the west coast of Michigan). Capitalize Commencement, Orientation, and Campaign when it refers to the College. See also course titles, degrees, headlines, times, titles of people, and the Web. College Always capitalize College when referring to Lake Forest College. Comma (Serial) Always use a comma in a series before the end of a sentence (She liked dogs, cats, and birds.) Class Years Indicate class years of alumni and students by listing the year after the name set off by an apostrophe. Note that the apostrophe is curved away from the class year (Timothy State 93). Mac computer command is option + shift + ]. PC computer command is alt + 0146 (number lock on). Course Titles Capitalize course titles but do not use quotation marks. Dashes Use en dash ( ) for a range (pages 40 48, 1991 92) and to join adjectives when one of the adjectives is already a compound (New York Boston route). Mac computer command is option + hyphen. PC computer command is alt + 0150 (number lock on). Use em dashes ( ) for material that amplifies, explains, or disagrees. Commas may also be used for the same purpose. The Mac computer command for this is option + shift + hyphen. PC computer command is alt + 0151 (number lock on). Do not use a space before or after em/en dashes. Use en dash ( ) between times (10 a.m. 11 a.m). Dates Use an en ( ) dash to show a range of dates and do not repeat 19 or 20 (1998 99 and 1997 2002 and 2001 02). Do not use a space before or after an en dash. If the day of the month appears, use a comma before and after the year (by the January 15, 2014, deadline). Do not use a comma between the month and the year alone (by the January 2014 deadline). Do not use st, nd, rd, th, even if the dates are adjectives (March 1 event, not March 1st event). Times come before days and dates in running text (at 9 p.m. Friday; at 9 a.m. Monday, June 7). Months are not abbreviated. Use numerals for decades (1960s or the 60s). Degrees Do not use periods in PhD, BS, MA, etc. Do not capitalize bachelor of science, master of arts, etc. Do not capitalize academic degree or major except for languages and proper nouns. (Her majors are English and communication and her minor is Asian studies. He received a bachelor of arts in biology.) Use an apostrophe in master s degree and bachelor s degree. Freshmen/First-Year Use first-year instead of freshmen as appropriate. Use lower case first-year for student and upper case First-Year Studies for program. Headlines Sentence case capitalization is preferred over title case in headlines. (Sentence case: Lake Forest student wins national award) (Title case: Lake Forest Student Wins National Award) Lecture Titles Use quotation marks around the formal title. ( Your future and ours ) Numbers One through nine are spelled out; 10 and above are generally used as numerals. First through ninth spelled out; thereafter, 10th, 11th, etc. Use numerals with dollar sign ($3), temperature (8 degrees), page (page 2), room (room 7), chapter (chapter 6) and percent (7 percent). Spell out percent in running text. Offices Capitalize when formal name (Office of the Registrar), but lowercase informal form (registrar s office). Spacing Use only one space between sentences and after colons. Times Lowercase a.m. and p.m. and set off with periods. Use noon, not 12 p.m. or 12 noon. Do not use a dash in place of to in a range of times introduced by from. (from 5 to 7 p.m., not from 5 7 p.m.) Do not use o clock or :00 unless it is in a formal invitation or publication. Telephone Numbers In running text, use a dash between area code and number (847-735-0000). Always include full phone number, never just an extension. Titles of People Capitalize formal titles preceding a name (Professor Robert Lemke, Dean Rob Flot), but lowercase after a name (Robert Lemke, professor of economics and business) or if a functional title (program director Jane Smith). Always capitalize the name of an endowed chair, whether before or after a name. (Laurence R. Lee Family Professor of Biology Douglas Light; Douglas Light, Laurence R. Lee Family Professor of Biology) Titles should be uppercase in lists and on business cards. Titles of Publications Titles of books, periodicals, (including online magazines), movies, television series, plays, works of art, musical compositions, collections of poetry, long poems published separately, and names of fund raising campaigns are italicized. Titles of lectures, speeches, episodes of television and radio series, songs, poems, articles from newspapers and periodicals, chapters, short stories, essays, and individual parts of books are set in roman type and within quotation marks. Underlining is not appropriate in printed material. The Web and Email Do not hyphenate email; lowercase it except at the start of a sentence or as a title. (Note: This is one of a very few places where we do not follow the Chicago Manual of Style.) http:// is not needed at the start of a Web address unless there is confusion about whether it is a Web address. Capitalize Internet and Web. The College s domain name is lakeforest.edu. Do not use lfc.edu.
For more information or help using the College brand, contact the Office of Communications and Marketing: Liz Libby Associate Vice President of Communications and Marketing 847-735-6011 libby@lakeforest.edu Emma O Hagan Graphic Designer 847-735-5080 ohagan@lakeforest.edu For printing and copier needs, contact the Office of Visual Communications: Leslie Taylor Director 847-735-5075 taylor@lakeforest.edu Allen Olson Assistant Director 847-735-5079 olson@lakeforest.edu 20