Brand & Graphics Standards Manual

Berea College Brand

Branding—whether it is in written or visual form—is the art of creating a consistent, recognizable and unified “personality” or “voice” that conveys an organization’s unique identity, focus and values.

The Berea College name, logo, color palette, messages and other elements contribute to its brand and are among its most valuable assets. Collectively and individually, they are recognized by the College’s audiences and stakeholders as representations of the College, help communicate its unique identity, and build its overall brand.

Key audiences are impacted by our messages every day – through internal communications (students and faculty/staff), external communications, the College website, its printed materials, social media, videos and other communications channels/vehicles. The name, logo and messaging help create a unique identity (or brand) for Berea College in the minds of various stakeholders. A well-defined brand creates and/or reinforces audiences’ feelings about an organization and serves as a “short-hand” representation of the organization. Therefore, a well-defined brand is the most efficient means of creating an emotional response and/or communicating Berea College’s values and mission to its audiences.

The Berea College name and logo are on business cards and stationery, printed materials, the website, many of the College’s vehicles, buildings, etc. The logo, its colors and typeface are symbols of Berea College, its mission, history and activities. Therefore, it is imperative that we continue to build and preserve the strength and integrity of the Berea College name, logo and branding elements by using them correctly.

The Berea College Brand & Graphics Standards Manual contains specific standards relating to the representation and use of the Berea College name, logo, branding elements and messaging. These specifications are to be followed wherever and whenever any element of the Berea College identity is utilized.

It is vital that all faculty, staff, students and others use the Berea College name, logo and branding elements properly and consistently. Uniformity in presentation will maximize the awareness of Berea College while protecting the College’s logo and identity. Please refer to the standards in this manual whenever using the Berea College logo or brand elements.

The standards in this manual are intended to maintain, promote and protect Berea College’s identity. It is vital that all faculty, staff, students and others use the Berea College name, logo and branding elements properly and consistently. Strict adherence to these guidelines and specifications is required whenever and wherever any element of the Berea College identity is utilized. Such consistent application will create a uniform visual identity that effectively communicates the College’s overall brand.

Please refer to this manual and follow its standards and guidelines when you reference Berea College. These standards are mandatory for all uses across all mediums.

Basic branding elements reflected in the menial are available for download within this online version of the Manual; printed copies are also available from Berea College’s Office of Marketing & Communications (MC). Basic branding elements include logos, PowerPoint templates, letterhead, website templates and other materials. More complex elements such as signage, promotional items, etc., should be discussed and coordinated with MC. In addition, if you have other questions or comments on the use of the Berea College name, logo, elements of its identity or about the proper use of any element described in the Manual, please contact MC at mc@berea.edu or 859-985-3018.