Brand Guide
Visual Identity Policy
As the second largest community college in Kansas, Butler is proud of its reputation and long history of serving south central Kansas’ higher education needs. A strong, positive reputation and image within the marketplace takes years to build and constant protection and nurturing. A variety of experiences, images and personal interaction, seemingly unrelated, do in fact work together to create an image and an impression with those who come into contact with Butler Community College, and those who represent it.
This Brand Guide presents a consistent institutional identity to our audiences (anyone exposed to our institutional image). Information and images, which we assume only local individuals who know us well will see, can and often do travel miles, across the state, region and nation, to others who do not know us well. We want to make sure the image anyone sees of Butler is always a first class, professional and consistent image that is true to what we stand for and who we are.
This document is based on strategic communication and helps ensure all parts of the college are working together to present a unified image and voice in Kansas, across the nation and around the world. This Brand Guide works to ensure proper usage of all Butler Community College branding elements. These standards apply to all Butler Community College locations and materials, digital and print, and all materials (including non-Butler pieces) associated with promoting a college program, service, activity or event. The College encourages widespread use of its logo by college offices, programs, and college-recognized student organizations, but also requires that usage falls within the perimeters outlined in Butler’s Brand Guide.
Copyright
The Department of College Relations & Marketing strictly adheres to copyright laws and pays close attention to the use of photos, graphics and the use of registered, trademarked, licensed and copyrighted materials. Employees are expected to follow the copyright policy.
Obtaining Approval
College Relations & Marketing should be notified prior to production to ensure the protection and consistency of our college image. We do not need to review such things as letters of correspondence, daily operational materials or forms as long as the guide standards are followed. Contact College Relations & Marketing to get your project started or to schedule a proof and receive approval.
Please contact the Department of College Relations & Marketing with questions related to branding:
College Relations & Marketing
marketing@butlercc.edu
316.323.6086
Brand Strategy
Brand Position
We must be consistent in the use of our brand voice to maintain and strengthen our position in the minds of consumers. A standard tone of voice enables the brand to convey its values or qualities through the language it uses. When tone of voice is consistent, it gives the consumer another means of recognizing the brand and being reassured of expectations.
In order to be heard, Butler must speak with one voice; one that students, faculty, staff, parents, and community members can trust.
Brand Personality
A brand personality is important because it differentiates one brand from another and helps those around us know what to expect.
Butler Community College’s brand personality is denoted in the following:
Caring - Helpful - Committed - Solution-Oriented - Supportive
Primary Personality - Caregiver
The Caregiver...
...has a heightened awareness of human vulnerability and strives to alleviate other people’s problems.
...finds satisfaction in environments that seem stable
...anticipates others’ needs, seeing what will make them feel secure, safe, and nurtured.
Butler Community College is a Caregiver because we:
- Give students a competitive advantage in the world.
- Support families and are associated with learning and growing.
- Serve the public sector.
- Help people better care for themselves and others.
- Provide guidance through helping each individual.
Secondary Personality - Explorer
The Explorer...
...is driven by a sense of not quite belonging.
...seeks something better and goes in search of it.
...looks for services that advance the journey of self-discovery.
...is independent-minded and curious.
Butler Community College is an Explorer because we:
- Help people feel free and express their individuality.
- Offer stability, with an enduring quality to it.
- Deliver products on the go (i.e., online and evening classes)
- Need to be differentiated from four-year schools or conformist brands.
- Foster a culture that helps others create new and exiting experiences.
Brand Voice
Like each individual, Butler Community College has a personality, and this personality has a distinct voice. Butler’s brand is about compassion, excitement, and creating a better future. The brand voice reflects and expresses these characteristics. Language is progressive, focused, confident, and inspirational. It conveys with emotion that Butler students can turn their talent and passion, with an education from Butler, into the ideas and contributions that better the world.
Written and verbal communications that are generated from Butler, or carry its marks for identification, should reflect and reinforce these characteristics.
Creating Messaging
When creating key messaging, consider your department’s core strengths, experiences, activities and offerings and communicate them within the university’s brand personality. This ensures your core message connects to the institutional brand, unifying our audiences’ understanding of who Butler is and what experiences are core to the institution.
If you need assistance in writing and connecting your core messages, contact the College Relations & Marketing Department.
Body Copy
The copy should follow the brand voice: progressive, focused, confident, and inspirational. The copy itself should entice the reader to learn more about Butler and all the things to be discovered and experienced. The copy should be optimistic and confident, reflecting Butler’s commitment to learning and student success and the ability to rise to any challenge a student or life presents.
Call to Action
When writing any type of marketing copy, it is strongly advised that a core call to action is included as appropriate. The call to action should be specific (i.e. apply today, schedule your visit, talk with an advisor, etc.),
Editorial Style
As an institution of higher learning, consistent and correct punctuation, grammar and overall style also are vital to clear and professional messaging. For official marketing and communications on behalf of the university, the Associated Press Stylebook serves as the guidebook for Butler’s style.
Typography
Fonts play a large part in establishing and continuing Butler’s visual identity. The official type was chosen to provide complementary and compelling faces that work together quickly to visually identify Butler. Each font has its own personality in terms of making it a vital piece of the brand puzzle. The Adobe versions of Arial Regular, Italic and Black in addition to Times New Roman shall be used only when the brand fonts are unavailable in communications. Other versions of the Arial family can be used if the Adobe version is unavailable. If Arial is not available, the Regular, Italic and Black versions of Helvetica can be used.
Primary Brand Font: Akzidenz Grotesk
This font is great for heads, subheads and body copy due to its clean appearance, large x-height and wide, open proportions. Any typeface within the Akzidenz Grotesk family (e.g., bold, light, etc.) is available for use at the designer’s discretion.
Secondary Sans Serif Brand Font: Berthold Akzidenz Grotesk
The condensed font family is a versatile, neutral typeface that can project a strong, bold feeling. It should be employed as a callout and on large headlines only.
Secondary Serif Brand Font: Adobe Caslon Pro
William Caslon released his first typefaces in 1722. Because of their remarkable practicality, Caslon’s designs met with instant success. The first printings of the American Declaration of Independence and the Constitution were set in Caslon. Ideally suited for text in sizes ranging from 6- to 14-point, Adobe Caslon Pro is the right choice for magazines, journals, book publishing, and corporate communications.
Optional Accent Brand Font: America
America is a bold textured script with large dramatic capitals and a natural flowing stroke. This typeface should be used very sparingly as an accent if needed.
Photography
Photographs should reflect the college’s brand platform and personality. Images are what the viewer sees first. It’s what invites the reader into the message.
Butler’s photographic style is built on a sense of authenticity and welcome. It reflects what it’s like to learn, live, and work here. Most importantly, it makes people want to visit, and learn more about the college.
When taking photos, always also be mindful of appropriate representation. Butler is comprised of individuals from many cultures and backgrounds; our photography should reflect and celebrate that.
Quality
Bright, crisp, authentic, high-resolution
Mood
Reflective, determined, active, optimistic
Believable
The photography should have an editorial feel, with subjects looking off camera to aid in authenticity and ensure a genuine feel. Shallow depth of focus allows the subject to remain the focal point. Photos of Butler students, faculty, and staff should be used over stock photos whenever possible.
Students
Images of students should accurately depict life and education at Butler. When appropriate, feature elements that make Butler unique - such as hands-on learning situations.
Important: Using a photo of a student requires a signed photo release from the subject pictured before the photo can be published. These forms are available online or through the College Relations & Marketing Department.
Professors
Images of professors should reflect their authority in their field of expertise as well as an applied learning approach to education and research. Whenever possible, professor-student interaction is encouraged.
Videography
Video is a powerful communication medium — one that can immerse its viewers in the Butler brand in a way that no other medium can.
To ensure effective videos, producers should always:
- Define the goal of the communication: Besides drawing emotion and Butler experience, video also aids in achieving specific communication goals. Defining the goal first and foremost will inform the script, length, content, and more.
- Define the target audience: Treatment, style, method(s) for delivery and content will change depending on the target audience.
- Understand the use and distribution plan: This defines the correct video length, outputs and more.
Creating the Butler Brand in Video
In general, when creating and using video, the focus should be placed on stories and testimonials. Visually, this is achieved through capturing students, faculty, alumni and others who are focused and engaged in work, an activity, a conversation, etc. Subjects can certainly appear with others in balance across the video, but a strong focus on individuals is always present.
- Video should have shallow depth of field and focus on the subject. Keep in mind backgrounds and settings are important the story.
- Use natural light when possible or staged lighting to recreate natural light. The subject should also be backlit inside when possible.
Video Graphics
A standard video graphics package has been developed for use at Butler. This package includes graphics for lower-thirds, transitions and word-marks. They must be used unaltered for Butler videos. Questions regarding the video graphics package can be directed to College Relations & Marketing Department at marketing@butlercc.edu.
- Butler Community College Logo: The logo should not have animation in any way beyond what is provided in the video graphics package. It should not be rotated, distorted or altered in any way.
- Fonts: University brand fonts should be used in video just as they are in other media.
Resources and Services
Video for social media: If you are interested in posting your video to the official Butler YouTube or other social media platforms, please contact College Relations & Marketing at marketing@butlercc.edu
- Butler Creative Video Team: Video Services are available through a collaborative team from Marketing and BCTV to produce videos for the college. This includes live streaming, instructional capture, and program highlight videos. To submit a video request, fill out the Video Request Form available through Service Now.
Important: Use of a student in video requires a signed release from the subject before the video can be published. These forms are available online or through the College Relations & Marketing Department.
Color Palette
Primary Color Palette
The official colors of Butler Community College are PMS 2627 (purple) and PMS 871 (gold). These hues are a permanent fixture of Butler’s ongoing brand and were decided upon at the same time of the original logo redesign. The color builds below are listed for using Butler’s specific versions of purple and gold for print, video, and web. For best results in print, use the CMYK color build below.
Butler Purple
PANTONE 2627
CMYK 77 / 100 / 0 / 31
RGB 73 / 23 / 109
Web #49176d
Butler Gold
PANTONE 871
CMYK 20 / 25 / 60 / 25
RGB 163 / 145 / 97
Web #a39161
Secondary Color Palette
While the secondary colors serve a trend-centric purpose, they should be used sparingly - as a color-tonal version of an “exclamation point” - to drive home ideas and draw the eye to the subject matter/topic point. Accent colors are just that — they should take up no more than 20% of any particular printed page or project.
20% PANTONE 871
CMYK 8 / 7 / 15 / 0
RGB 232 / 228 / 214
Web #E8E4D6
PANTONE 424
CMYK 0 / 0 / 0 / 61
RGB 126 / 128 / 131
Web #7E8083
PANTONE 402
CMYK 0 / 6 / 14 / 31
RGB 187 / 176 / 163
Web #BBB0A3
Logos
Using Our Name - Butler Community College
The official promotional name of the college is Butler Community College. The support of our county is greatly valued and represented proudly in our first name, Butler. The name, Butler Community College may not be abbreviated on promotional items or materials as “BCC,” as this is easily confused with other institutions. In textual references use “Butler” as the college’s abbreviated name.
College-Wide Logo
Do not copy logos from the web for your print projects, as 72 dpi is not conducive to the print environment and will result in poor print quality. Guidelines for proper usage are in the following pages. If you need assistance interpreting these guidelines, please notify the Department of College Relations & Marketing at marketing@butlercc.edu.
Athletic/Student Activity Logo
Do not copy logos from the web for your print projects, as 72 dpi is not conducive to the print environment and will result in poor print quality. Guidelines for proper usage are in the following pages. If you need assistance interpreting these guidelines, please notify the Department of College Relations & Marketing at marketing@butlercc.edu.
Which Logo Do I Use?
College-Wide Logo
The college-wide logo was created to represent the operations and business functions of Butler Community College. It projects a strong, professional image. The mark symbolizes forward, upward movement, flexibility and success. This mark speaks to corporations, workforce development and our business partners. This mark speaks to the strength of Butler academics - the heart of learning at Butler. Academic programs and divisions, and those departments related to the business operations of Butler shall use this mark. This mark is the image used in broad-based marketing strategies for the college related to academic recruitment and workforce development. Athletics, for example, would not be represented with the college-wide logo.
Athletic/Activity Logo
The athletic/activity logo is a fierce grizzly illustrating the power, tradition of excellence and caliber of Butler athletics and student activities. This logo speaks to those endeared toward a traditional collegiate feel. Therefore, academic programs will not be represented with the athletic logo.
Usage of the “B” (logo mark) and grizzly head as stand-alone images may be used in rare/special occasions with the approval of College Relations & Marketing Department.
Logo Variations
Logo Variations: Official College Logo
The Butler logo can be used in two formats, horizontal and vertical. The choice is determined by the space available for the logo. No versions of the logo other than those shown shall be used. The logo should be placed on a purple or black background when possible. If it must be placed on a different colored background or a patterned background, such as a photo, the logo must have enough contrast to be readily visible. As a general rule, the stylized B by itself should only appear on materials that also include the full version of the logo.
2-Color Logos
1-Color Pantone 2627C Logos
1-Color Black Logos
Buffer Zone and Minimum Size: Official College Logo
A minimum buffer zone shall be placed around the Butler Community College logo. This area is important to allow the logo to stand out from its surroundings and preserve a high degree of recognition. The illustrations below indicate the minimum space around the logo which should be kept clear of other elements. The buffer zone is based on the height of the letter “u” in Butler.
Buffer Zone
Minimum Logo Size
Logo Variations: Athletics/Activity Logo
The Grizzly logo can be used in two formats, horizontal and vertical. The choice is determined by the space available for the logo. No versions of the logo other than those shown shall be used. The logo should be placed on a purple or black back-ground when possible. If it must be placed on a different colored background or a patterned background, such as a photo, the logo must have enough contrast to be readily visible. In some cases, the grizzly bear head can be used apart from the rest of the logo. As a general rule, the use of this element by itself should only appear on materials that also include the full version of the logo.
2-Color Logos
1-Color Pantone 2627C Logos
1-Color Black Logos
Buffer Zone and Minimum Size: Athletics/Activity Logo
A minimum buffer zone shall always be placed around the Butler Grizzlies logo. This area is important to allow the logo to stand out from its surroundings and preserve a high degree of recognition. The illustrations below indicates the minimum space around the logo which shall be kept clear of other elements. The buffer zone is measured based on the height of the letter “E” in the word Butler.
In certain cases, the minimum space around the logo can be smaller than shown. An example of this would be outdoor signage, which benefits more from a larger logo than a greater space around it.
Buffer Zone
Minimum Logo Size
Departmental Identity
Academic divisions, administrative areas or special programs may be represented following a prescribed branding protocol. The combination of the logo and the unit “identifier” immediately reinforces association with the College.
The unit identifiers consist of letter-forms customized especially for Butler Community College. Do not attempt to typeset or re-create the artwork. Electronic and camera-ready versions of all identifiers are available through the Department of College Relations & Marketing.
2-Color Logos
1-Color Pantone 2627C Logos
1-Color Black Logos
Co-Branding
A number of other sanctioned marks, logos and graphic representations are part of the college’s graphic identity portfolio. These marks include a number of endorsed variations of the signature. These marks and logos all have specific applications and shall not be used without permission from the Department of College Relations & Marketing.
This mark is a stand-alone logo that is only to be used with the permission of the Butler Foundation.
This mark is intended solely for use by Early College Academy. The full official college-wide logo should also be used whenever space permits.
This mark is intended solely for use by the Butler Fire Science department. The full official college-wide logo should also be used whenever space permits.
This mark is intended solely for use by the Redler Institute of Culinary Arts. The full official college-wide logo should also be used whenever space permits.
This mark is intended solely for use by the Butler/Emporia Students to Teachers (BEST) program. It is not to be used without being accompanied by the full official college-wide logo somewhere within the same promotional message.
These marks are intended solely for use by the student media entities.
Incorrect Logo Usage
To ensure consistency, do not alter the college’s logos or word-marks in any way. Do not distort the logo. Do not change the color or the alignment of the type. Do not cover, fill, or add texture to the logo.
Official College Seal
The formal college seal is reserved for ceremonies, watermarks, official documents, diplomas, and building plaques. The seal is not the school logo. It should not be used on stationary or brochures as a logo. Offices wishing to use the seal as a design element should contact the Department of College Relations and Marketing.
Publications
The college and its many departments, offices and institutes issue many publications every year. Brochures, bulletins, posters, newsletters, magazines, and other forms of communication should create a favorable, long-lasting official impression, generating interest and support for the college. Individually and collectively, these publications build the Butler brand. An effective publication – whether printed or electronic — is one that is written clearly, well designed and produced following official branding protocol, and with an attention to quality. To provide a consistent visual image, it is important that each publication appear as a member of a family, sharing common graphic elements. An approved college logo must be clearly and prominently displayed on the front cover of all college publications.
Units of the college that have long-standing graphic identifiers can use such marks only on inside pages or the back cover of printed materials. No secondary logos are allowed on the front cover of publications or in the proximity of the Butler Community College logo. In the case of one-sided printed materials, the secondary logo can be used if necessary, but must be reserved to the lower third of the page.
Butler is committed to diversity of people, thought and opinion, inclusiveness and equal opportunity. Campus communicators are encouraged to reflect diversity in imagery and in text by using gender-neutral language and picturing the broadest possible diversity of age, racial and ethnic groups, gender and ability.
Advertising
All paid advertising, publications, promotional products from print brochures to digital billboards to print display ads, etc. shall be coordinated and achieved in partnership with the Department of College Relations and Marketing. No Department nor Division shall make such purchases, nor produce ads or materials with Butler’s identity or any associated Butler brand without approval of College Relations and Marketing. Besides ensuring a consistent image for Butler Community College, this also ensures Butler is making prudent and cost-savvy marketing decisions for the exposure sought.
Print Advertising
Print advertising and other collateral materials may vary greatly in design, but accurate application of the brand guide will ensure a consistent representation of the Butler image. The Butler Community College logo must be used in all advertising and appear prominently in the layout.
Occasionally, there will be opportunities to display the college logo that are not described herein. When appropriate, the Butler logo should be used only in the college’s colors and typeface and shall be approved by the College Relations & Marketing department. These applications may include banners, exhibits, displays, plaques, clothing and specialty items.
Stationary System
College stationery includes all letterhead, envelopes, business cards and official forms.
Only administrative offices, academic departments and established centers that have been approved through appropriate administrative channels shall have their own stationery. In return all such noted entities shall follow the described branding protocol for stationery.
Letterhead & Envelopes
All departments, offices, and programs must use the standard design. The letterhead and envelope templates are designed to offer flexibility while maintaining consistency. No other logos are permitted on our stationery except accreditation symbols specific to a program or college.
Business Cards
All departments, offices, and programs must use the standard design. The business card template is designed to offer flexibility while maintaining consistency. No other logos are permitted on Butler business cards. The business card submission form can be found under the “Butler Forms > Marketing” tab in “Butler Forms” tile of My.ButlerCC.
Name Badges
Name badges are standard for the entire college. The name badge submission form can be found under the “Marketing” tab in the “Butler Forms” tile of My.ButlerCC.
- Gold nametag with corp. logo on bottom
- Arial font, not Times
- Employee name in upper and lower case in a larger pt. size than the title
- Title in upper and lower case in a smaller pt. size than the employee name
Badge Size: 3" x 1.5"
Promotional Materials
If approved in your budget, campus departments, offices, and program areas may purchase customized merchandise (e.g., T-shirts, pencils, promotional items) for the audiences they serve. These items must properly employ the Butler Community College Brand Guide, and the design must be approved by the College Relations & Marketing Department before the item is ordered. Marketing can also provide the design work for merchandise. Unapproved variations of the Butler Community College logo within the artwork shall not be permitted.
To order pre-existing Butler promotional items, submit a ticket through ServiceNow.
Social Media
Butler Community College supports the engagement of prospective students, current students, faculty, staff, alumni and the community in the social media space. These guidelines are designed to help faculty and staff in making appropriate decisions when managing or developing social media pages/content on behalf of the college. These guidelines are intended to support the social media policy in place.
Management and Account Administration
Before you begin creating a social media presence for your department, office, organization or club, please contact the College Relations & Marketing Department about your page and learn guidelines to follow. We recommend that a faculty member, staff member or advisor is an administrator on the page.
Please keep in mind those accounts are affiliated with Butler Community College. Posts from those accounts are a direct reflection of Butler’s brand. Contact the College Relations & Marketing Department for steps to ensure your social media account is a member of the official college social media channels. In addition, any account that becomes inactive is subject to deletion. Inactivity is defined as no tweets or posts within six consecutive months. Staff from the Marketing Department will periodically monitor accounts for activity.
Best Practices
- Post regularly.
- Ensure content is accurate and current. Acknowledge and correct mistakes.
- Engage in friendly, civil and respectful conversation.
- Interact with those who are engaging in our content.
- Use brand voice and stay positive.
- Have a plan. Consider the audience, the message and social media goals/ targets. Don’t let the social presence lapse into inactivity.
- Make your posts engaging. Posts perform better when there is a photo or video attached with a link.
- Whenever possible, link back to Butler’s website.
- Address issues that arise from the community when appropriate. Be careful not to violate privacy laws that could harm the image and reputation of the college.
- Monitor social accounts and remove comments, photos, video links and posts that contain profanity, are spam, or are unlawful, threatening, harassing, bullying or hateful content.
- Do not endorse or oppose political candidates or engage in politically charged discussions. If a candidate or political person is on campus, we can share that. The best practice would be to say they will be here, we do not need to identify their party.
Additional Guidelines
When you are adding/changing your profile photo and cover photo, make sure you are using the correct logos. Also, make sure your photos show you are affiliated with Butler Community College; no random photos for profile or cover photos. College Relations & Marketing Department reserves the right to hide or remove user-generated content in comments that violate Butler’s policies. This also applies to comments and posts that are inappropriate, vulgar or disrespectful to Butler, including students, faculty, staff, board members and alumni.
Website
All official Butler Community College entities will follow and be recognized as Butler, and adhere to established branding guidelines. The Butler Community College website represents the official face of the institution to the world and is intended for the official business functions of the college. All college pages will be housed within either the butlercc.edu or butlergrizzlies.com domain structure.
Updates, revisions and redesigns to the Butler Community College website, fall within the oversight and decision-making purview of the College Relations & Marketing Department in conjunction with the Web Advisory Committee.
The homepage of the website is the most prominent piece of digital communication for the college. For this reason, it is critical that it adheres to the same guidelines as any other form of communication from the college.
Content on the Butler Community College website should follow the Web Style Guide linked below.
Contact Us
The College Relations & Marketing department is available to provide guidance to college departments for photo, video, print, web, and social media services. Please contact us if you need more information or have questions about using this guide.
Brand Manager
marketing@butlercc.edu
316.323.6086