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Brand Guide

Prepared by the Office of Strategic Communications (Revised June 2023)

WHAT IS A BRAND?

A brand is more than just a logo. It is the public’s perception of the qualities and attributes of a product or service. Building a brand requires time, thought and consistent implementation that develop consumer perceptions accurately, reflecting the company's true identity.

Our institutional identity comes to life through our promise statement. Our promise is our differentiated customer benefit, what we believe we can authentically and distinctively deliver to the customer.

College Promise Statement: St. Johns River State College (SJR State) is committed to enriching lives and strengthening communities by preparing students for careers that ignite their passion. What you do has great importance to those you serve. This brand guide will help SJR State faculty and staff work with Strategic Communications to develop unified materials to inspire students, community members, employers and donors. You are our best marketer, and you play a vital role in communicating our college brand and story.

All presentation and promotional pieces created for the College communicate a brand message that forms impressions and ultimately contributes to the reputation of the College. Very often, this contact begins with items such as brochures, emails, letters, flyers and apparel. It is important that the College’s promotional and informational materials project a clear and consistent image and message, reflecting the character of the institution and promoting the College brand.

To do this successfully, follow the standards in this document and apply this checklist to your work.

  • Define your audience and what you’d like them to do based on your messaging.
  • Include at least one key message.
  • Correctly use fonts and the color palette.
  • Choose quality photos that are inspiring and relevant to your audience.
  • Use the correct logo and not a retired or distorted version.
  • When writing copy, keep the SJR State voice in mind (see page 3). • Does the material reflect our brand promise?
  • ALWAYS double-check phone numbers, names, dates, links and other information to ensure accuracy.

Publications posted on campus and/or distributed to the public must be reviewed by the Office of Strategic Communications prior to printing. Please contact the Strategic Communications Office (ext. 4084).

PHOTOS, IMAGES AND CLIP ART

In addition to following the logo guidelines, the use of quality images is key to visually representing our branding. While we understand that clip art is easy to find and use, it is NOT appropriate for ANY college messaging. It undermines the credibility of SJR State. High-resolution images, preferably featuring our students when applicable, assist with telling an authentic brand story.

PLAN ACCORDINGLY

The importance of planning ahead cannot be stressed enough. Planning allows ample time for Strategic Communications to either advise on a project or create collateral to meet your objectives and branding standards. Spontaneous projects or “rush jobs” can sometimes diminish quality and contribute to underwhelming communications. Please follow the timelines established in the Rules of Engagement on the Strategic Communications workorder forms in the portal.

COLLEGE NAME

We are St. Johns River State College (SJR State).

“Saint Johns River State College” and “St. John’s River State College” are not acceptable variations of the College name.

The College has elected NOT to introduce the use of the acronym “SJRSC” as a second reference. SJRSC should not be used on publications or promotional materials. SJR State is the approved second reference for the College.

BRAND VOICE

  • Approachable
  • Uses conversational language, no jargon
  • Empathetic
  • Knowledgeable
  • Authentic

KEY MESSAGES

  • We see your potential.
  • Vikings know no boundaries.
  • What will you conquer today?
  • Your community’s college.
  • Your life. Your course. Your future.
  • This is where it starts.

PUBLICATIONS

As always, to ensure brand accuracy and consistency, all publications distributed to an off-campus audience must be reviewed by the Strategic Communications Office prior to printing. Please contact the Strategic Communications Office (ext. 4084).

COLLEGE LOGO

The College has multiple logo formats. The general guidelines below will aid in deciding which format to use. Consistent and correct use of the logo is important to achieve maximum visual impact.

Never deviate from the following formats, create additional shapes or incorporate additional art or text into the logo. Never use logo components as stand-alone art.

The JPEG versions available on the portal are for print and/or electronic publications. They are NOT suitable for clothing, nametags and other promotional materials.

See Logos/Resources on the Strategic Communications page.

Standard format

SJR State logo - standard format

Vertical format

SJR State logo - vertical format

Horizontal format

SJR State logo - horizontal format

Standard format with tagline

SJR State logo - standard format with tagline


ADDITIONAL LOGO OPTIONS
All formats of the logo are available in black and white or in one color.

Black and white

SJR State logo - standard black and white

One color

SJR State logo - one color option

A transparent logo is also available for acceptable color backgrounds

SJR State logo - transparent png format

POSITIONING/WHITE SPACE
The purpose of white space is to allow the logo to stand out on the page. To ensure maximum visibility and impact, the logo should not be overcrowded with elements such as pictures and/or text. The white space around the logo should be equal to the height of two letter R’s in the logo. This applies to both the horizontal and vertical formats.

See required white space examples below:

SJR State logo - position guide
SJR State logo - spacing guide

VIKING ATHLETIC LOGO
When using the Viking Athletic logo on items that will circulate outside the College campuses, the College’s identity/name must accompany the Viking image.

The Viking Athletic logo should NOT be used in place of the College logo on any promotional pieces except for athletics.

SJR State logo - athletic logo Vikings

The Viking image is available in three formats: two color, one color and black and white. The word “Viking” is also available in a JPEG or EPS format for your use. These images can be used as an accent piece on promotional items.

SJR State logo - athletic two color SJR State logo - athletic black and white SJR State logo - athletic one color

DO’S AND DON’TS
Always use the logo as is. NEVER attempt to do the following:

  • Alter the logo
  • Add to or eliminate features of the logo
  • Copy or download the logo from a webpage
  • Stretch or squeeze the logo to fill a space
    (Note: When in Word, hold the shift key when resizing to keep constrained)
  • Crowd the logo with text and/or photos
  • Add graphic symbols, texture or words to the logo
  • Reproduce the logo from photocopies. Always use the original file.
  • Reproduce in different colors
  • Add additional colors to the logo
  • Crop, rearrange or use parts of the logo
  • Combine elements of the old logo with the new logo
  • Change the font
  • Use the logo as a background
  • Add special effects – drop shadows, etc.
  • Use the SJR as stand-alone art
  • Use the circle/wave icon as stand-alone art

When in doubt, contact Strategic Communications (ext. 4084).

ARE THERE EXCEPTIONS TO THE GUIDELINES?
Rarely. There may be rare occasions that require a slight deviation from the graphic standards. In those cases, the changes MUST BE approved by the Office of Strategic Communications.

UNACCEPTABLE USE COLLEGE LOGOS:

Do not change the logo’s font

SJR State logo - Do not change the logo’s font

Do not change the logo’s colors

SJR State logo - Do not change the logo’s colors

Do not alter the original design or use elements from the College’s former logo

SJR State logo - Do not alter the original design or use  elements from the College’s former logo

When printing with backgrounds, do not use the version with the white background

SJR State logo - When printing with backgrounds, do not use the version with the white
background

Do not stretch or squeeze the logo

SJR State logo - Do not stretch or squeeze the logo

Do not use parts of the logo alone

SJR State logo - Do not use parts of the logo alone

Other 'poor' examples of using the logo

SJR State logo - Other 'poor' examples of using the logo 1


SJR State logo - Other 'poor' examples of using the logo 2


SJR State logo - Other 'poor' examples of using the logo 3

COLLEGE/LOGO COLORS

The color palette consists of two sets of colors. The consistent use of these colors will create recognition and strengthen our identity. The SJR State logos must always use the key color palette.

The color logo is available to download for your in-house printing needs. The full color (CMYK) and Pantone versions will be provided upon request for your outsourced printing needs.

The College/logo colors are navy blue, Columbia blue and green. The Viking colors are navy and Columbia blue. Additional colors may not be incorporated into the logo.

Key color palette:

Pantone 295C

Pantone 292C

Pantone 368C

CMYK versions:

C 100
M 57
Y 0
K 40

C 49
M 11
Y 0
K 0

C 57
M 0
Y 100
K 0

Web Colors:

Dark Gray #444444 (TEXT color)

Navy #00325D
(Main Color)

Bright Blue #0972EB
(Secondary)

Light Gray #F2F2F2
(Optional Background color, no text)

Green #457D16
(Optional Accent color, no text)

TAGLINE

The tagline may be used with or without the logo. Please consult with Strategic Communications before using the tagline.

SJR State logo - with tagline

FONTS/TYPEFACES

The font selected for the College logo is Avenir. The font provides a distinctive and consistent character to the SJR State brand identity. It was chosen to represent the College because of its clarity and contemporary nature.

Additional fonts may not be incorporated into the logo. For consistency, never type the logo; always use a JPEG or EPS version, depending on your specific publication. Because the Avenir font is not standard on most computers, use of the font Calibri is recommended for body copy to complement the Avenir font. Calibri can also be used in bold and italics.

A secondary script font can also be used to enhance the message for print publications and digital advertising. Give You Glory can be used in a limited fashion.

The font selected for the Viking logo is Ethon. An acceptable font to use in publications to complement Ethon is Gill Sans MT – bold.

CLOTHING AND MISCELLANEOUS PRINTING

Logo usage for clothing, merchandise, vinyl banners, tablecloths, and other promotional materials will require APPROVAL from Strategic Communications BEFORE orders are submitted.

Apparel and merchandise play a significant role in the College’s brand. Items available in the bookstore (and those distributed through Student Affairs) can be a powerful marketing tool to attract new students and represent the pride of current students and employees. Strategic Communications has included additional guidelines for apparel and merchandise that represent SJR State.

In addition to our brand colors: Navy (Pantone 295), Columbia (Pantone 292) and green (Pantone 368), the following additional colors and patterns are approved for apparel:

Neutrals – white, black, gray, khaki
Neutrals do not conflict with the brand and can display the College logo in its three colors.

Pastels – yellow, peach, pink, teal, etc.
Soft, “light” colors that are not associated with a competitor’s established brand can be used with a tone-on-tone or neutral logo.

Neons – yellow, orange, green, etc.
Colors that may be associated with a competitor’s established brand can be used in the neon shade of that color with a tone-on-tone or neutral logo.

Trends – Tie-dye, camo, confetti, etc.
Fun trends are acceptable with neutral logos.

Not acceptable
Please refrain from using primary colors that are obviously associated with other college brands. This includes red, orange, yellow, purple, green, etc.

Neutral logo
Neutral logos are defined as white, gray or black. In place of neutral logos on approved pastel/neon colors, logos may also reflect the same color of the shirt or be tone-on-tone. Please also refrain from using “SJRSC.”

The JPEG logo versions provided on the portal are for publications such as forms, flyers, syllabi and electronic publications and are NOT intended for promotional items. Items that are distributed to the public should bear the College logo only. Other logos bearing department names will be permitted in limited fashion to maintain college branding. Please consult with the Strategic Communications Office (ext. 4084) before placing orders.

LETTERHEAD

Letterhead and envelope templates have been designed for the College and are available upon request.
For “green” purposes, stationary may be printed in black ink for mass mailings.

BUSINESS CARDS

A business card template has been designed for the College. You may choose between a plain back or opt for the color design. Order forms for business cards can be found on the portal under Strategic Communications. Please contact the Strategic Communications Office for ordering details.

EMAIL SIGNATURE

You may elect to use the logo in your email signature. Please keep your email signature simple, including only information that is relevant to our organization. It is best to NOT include a quote. Below is an option:

SUSAN KESSLER
Director of Public Relations and Marketing
St. Johns River State College
5001 St. Johns Avenue | Palatka, FL 32177
(386) 312-4021 | FAX (386) 312-4024

Visit our website: SJRstate.edu

SJR State logo - standard logo with tagline

WEB ADDRESS

The College’s second reference name will also be utilized as the web address. One for the College’s main website and one site for athletics:

SJRstate.edu

SJRvikings.com

BOARD POLICY NUMBERING

When creating new rules/policies, use “SJR” in place of “SJRCC.”

THRASHER-HORNE CENTER

Thrasher-Horne Center should always be referred to with the following statement: Thrasher-Horne Center is owned and operated by St. Johns River State College.

FLORIDA SCHOOL OF THE ARTS

Florida School of the Arts should always be referred to with the following statement: Florida School of the Arts is part of the academic and administrative structure of St. Johns River State College.

ALL PUBLICATIONS THAT ARE RELATED TO ADMISSIONS AND RECRUITMENT OF STUDENTS AND EMPLOYEES MUST CONTAIN THE FOLLOWING STATEMENTS.

SHORT NON-DISCRIMINATION STATEMENT

St. Johns River State College is an equal educational and employment opportunity institution.

Read more at SJRstate.edu/nondiscrimination. MAY be used for:

  • Tri-fold brochures
  • Print ads
  • Postcards
  • Direct mail pieces
  • Flyers
  • Rack cards
  • Programs
  • Posters

LONG NON-DISCRIMINATION STATEMENT

St. Johns River State College, an equal access institution, prohibits discrimination in its employment, programs, activities, policies and procedures based on race, sex, gender, gender identity, age, color, religion, national origin, ethnicity, disability, pregnancy, sexual orientation, marital status, genetic information or veteran status. Questions pertaining to education equity, equal access or equal opportunity should be addressed to the College Title IX Coordinator/Equity Officer: Charles Romer, Room A0173, 5001 St. Johns Avenue, Palatka, FL 32177; (386) 312-4074; CharlesRomer@sjrstate.edu Anonymous reporting is available at SJRstate.edu/report. Inquiries/complaints can be filed with the Title IX Coordinator/Equity Officer online, in person, via mail, via email or with the US Department of Education, Office of Civil Rights, Atlanta Office, 61 Forsyth St. SW, Suite 19T10, Atlanta, GA 30303-8927.

ACCREDITATION STATEMENT (FULL STATEMENT)

St. Johns River State College is accredited by the Southern Association of Colleges and Schools Commission on Colleges (SACSCOC) to award associate and baccalaureate degrees. St. Johns River State College also may offer credentials such as certificates and diplomas at approved degree levels. Questions about the accreditation of St. Johns River State College may be directed in writing to the Southern Association of Colleges and Schools Commission on Colleges at 1866 Southern Lane, Decatur, GA 30033-4097, by calling (404) 679-4500, or by using information available on SACSCOC’s website (www.sacscoc.org).

MUST be used for:

  • Large, multipage pieces
  • Official college reports
  • SJR State catalog
  • Employment package for potential or new employees
  • Website

ACCREDITATION STATEMENT (ABBREVIATED STATEMENT)

St. Johns River State College is accredited by the Southern Association of Colleges and Schools Commission on Colleges.
The abbreviated accreditation statement may only be used for smaller marketing materials, such as flyers and brochures.

USE OF OFFICIAL SACSCOC STAMP

When space allows, the Stamp for the Southern Association of Colleges and Schools Commission on Colleges (SACSCOC) may be used with the full and abbreviated accreditation statements.


SACSCOC Stamp Color

For questions regarding the use of the accreditation statement and SACSCOC Stamp, please contact the Strategic Communications Office. (ext. 4084)

STUDENT ACTIVITIES AND CLUBS

Student clubs and organizations may not use or reproduce the College logo without permission from the SJR State Strategic Communications Office. Student clubs and organizations may NOT alter College logos or create new logos by combining “club” logos with elements of the official College logo. “SJRSC” should NOT be used on publications, communications or promotional materials as a second reference. SJR State is the approved second reference for the College.

Please contact the Strategic Communications Office before ordering and producing materials that incorporate the logo or represent the College. (ext. 4084)

CREATIVE HISTORY

St. Johns River State College contracted with the Jacksonville-based agency Brunet-Garcia to develop a new brand for the College. We would like to share their discoveries and the thought process behind the development of our new image.

LOGO

With a new name and expanded vision, SJR State is once again poised to inspire its communities and bring another level of credibility to its mission.

Standard SJR State logo

Bold and energetic, the new logo is representative of the energy of the river which, like the College, has the potential to transport, guide and inspire. The bold type and naturalistic curves combine to engage our audiences and authenticate our desire to give students the advantage to succeed at the highest level possible.

The three-color design reflects variety. The navy and Columbia blues maintain balance by varying the importance between St. Johns River (for location and pedigree) and the graphic (for its energetic attributes). An introduction of a third color gives the logo a more visual, youthful appearance that engages our appeal to younger audiences.

SJR State logo - athletic logo

SJR State logo - college seal

VIKING

With a new emphasis on sports and a new identity system in the works, the Viking mascot/icon reflects that competitive spirit with a savvy, modern and artistic rendering. The new Viking logo represents the energy and drive that represents a winning attitude as well as a true sports and athletic mascot.

COLLEGE SEAL

The College has incorporated a new seal to further embrace the Viking tradition. The raven was selected to adorn the College seal for its historical ties with the Viking and for its intelligence.

In Norse mythology, Huginn (thought) and Muninn (memory or mind) are a pair of ravens that fly over the entire world and bring the god Odin information.

When making long voyages, Vikings took along ravens that when released, would fly in the direction of land leading the Vikings to safety. There is record that as early as 1003 A.D., the Vikings flew raven flags. It was prophesied that victory would be his before whom this banner was borne.

“LUX MENTIS. LUX MENDI” is Latin for “Light of the Mind. Light of the World”

Usage of the seal is limited to official College use. Faculty and staff may NOT use the seal.