Acadia University

Official Websites

• https://www2.acadiau.ca
• http://www.acadiau.ca
• http://www2.acadiau.ca

Brand Guidelines

2018

Brand Summary

Mission

• Acadia University is devoted to helping its students see, discover, and unleash their potential for great things, providing a personalized and rigorous liberal education that inspires students to become critical thinkers, lifelong learners, engaged citizens, and responsible global leaders [^1].

Core Values

• Devotion
• Educating the whole person
• Diversity and inclusiveness
• Principled
• Noble
• Grounded
• Prestigious but unpretentious
• Thought-provoking
• Egalitarian
• Multi-faceted

Target Audience

• Prospective students, current students, alumni, faculty, staff, educational institutions, guidance counsellors, donors, government, with a special focus on ideal prospective students who are humble, logical, independent, versatile, kindhearted, and discerning [^2].

Personality Traits

• Grounded
• Prestigious but unpretentious
• Thought-provoking
• Egalitarian
• Multi-faceted
• Noble
• Principled
• Self-effacing
• Dialectic
• Autonomous
• Versatile
• Kindhearted
• Discerning

Visual Identity Overview

• The visual identity is anchored by a core logo, signature elements (logo, tagline, clock tower graphic, URL), a defined color palette (red, blue, black, white), and consistent typography (Helvetica Neue and approved substitutes). The style emphasizes minimalism, clarity, and professional layouts, with guidelines for logo usage, imagery, and layout across print and digital media [^3].

Categories

Brand Voice

• One of the most important elements to understanding who we are is articulating our voice. What is our voice?
• We consistently express who Acadia is by using key words, messages and tone in communications, internally and externally. Acadia’s voice is how we express who we are, by consistently using key words, messages, and tone in our communications. The foundation for Acadia’s voice is rooted in our personality and pillars.
• The pillars provide guidelines for what we say, and the personality helps guide how we say it.
• The personality was built using our bull’s-eye target archetype. (See page 6) We aligned our target’s personality traits with our own. This alignment identified Acadia’s key personality traits that our target would be attracted to.
• The pillars set the guiding principles for what makes Acadia different. It is important that we reinforce our emotional differences without losing sight of our audience’s rational needs.
• Telling our story and using a consistent voice is important to reinforcing who we are with every interaction. This helps to ensure our target audience’s interpretation is genuine and true. It’s not just what we want them to believe; it’s what they say about us.
• Our audience touch points are becoming increasingly complex and fragmented. From in-person communications, to website messages, to social posts, to the viewbook, to faculty presentations and print ads how can every message convey our story? A sometimes misunderstood answer is: they can’t. That is, every message doesn’t have the capacity to tell the complete story, but every message can carry small pieces of the story. This can be a headline, a key phrase, a key word, or a picture. The important things to keep in mind are 1) am I using a consistent voice? And 2) will my message contribute to telling the complete story?
• Use the following checklist whenever you are unsure of your message’s alignment with the brand voice. Does your message: • Speak to your audience? Review the target audience section to consider: Will your audience relate to what you have to say? Consider their personality traits. Does your message resonate? • Reinforce Acadia’s pillars? Review Acadia’s pillars (page 6) to consider: Is your message authentic and true? Does it reinforce what makes Acadia different? • Support Acadia’s personality? Review Acadia’s personality section to consider: If Acadia were a person, does your message sound like something Acadia would say? • Deliver a narrative? Review the editorial style guide to consider: Are you using action verbs, short phrases and simple language? Does the message follow guidelines for diversity and inclusion, Acadia University terms, and grammar and usage? http://www2.acadiau.ca/EditorialStyleGuide.html
• The following guidelines are for use when writing copy representing Acadia in promotional communications, such as: print publications, newsletters, brochures, posters, online advertising and event signage. Other resources are available as a support with writing in different styles, including editorials for non-academic writing (http ://www2. a cad iau. ca/Ed itorialStyleGu ide. html) and writing for web (http://www2.acadiau.ca/WebWritingGuide.html).
• Tonally, the headlines should always serve to prop up the reader with an aspirational claim, and position Acadia as the support for that aspiration. The language used should be aspirational in tone, but conversational in style.
• Tonally, the body copy should follow the headline’s lead. The copy should be aspirational in meaning but conversational in delivery, and every attempt should be made to avoid cliches.
• When possible, claims made in the copy should be supported with concrete examples. Using examples allows the reader to move from an abstract understanding of what is offered, to being able to visualize the attribute in their mind.

Brand Imagery

• Whether choosing from existing photography or shooting new photography, it is important to consider and reflect the experience Acadia offers its students.
• Due to the depth of the Acadia experience and the myriad of qualities it represents, it can be difficult to qualify how exactly it manifests in the photographic medium. To simplify the process, it may be helpful to consider two umbrella brand promises that can easily act as a litmus test to assess if you are in the right ballpark when choosing or creating an image.
• Ask yourself, does this photograph reflect the promise of a high-quality and high-engagement education?
• On a very basic but important level, is the photograph itself of a professional quality worthy of representing Acadia? Is it well composed, well lit -both in the foreground and background, in focus, and at an appropriate file size for its intended use (not pixelated)?
• On a more subjective level, does it frame a high-quality experience or attribute that Acadia offers? If it is a building, does it present the building in a pleasing way? If it is an event, is it an event we are proud to share and does the photograph represent the event in the best way possible?
• Being engaged means doing. It means active participation. Whenever possible, imagery should feature people engaged in activity -be it in the classroom, on the playing field, on campus, on a field trip, or even in the dorm room with friends. That means photographs that are more authentic than posed -with subjects who are engaged in what they’re doing, instead of being engaged with the camera.
• Any printed image should be at least 300 dpi at the finished size and set to a CMYK colour profile. Any image that is to be used online should not be enlarged when displayed online to avoid pixelation and should be set to an RGB colour profile. When resizing images, always ensure that they are being scaled evenly horizontally and vertically, so they do not end up distorted. Online images should be optimized to keep file sizes as low as possible and keep load times as fast as possible. This should be a setting of 60% quality for jpegs online.
• Where possible, try to light imagery with natural light, rather than with the use of a flash. If additional lighting must be used, then a diffused, ambient light should be favoured.
• Copy should not overlap imagery. Imagery should not fade at the edges or be faded into the background of a design.
• The very best photographic representations of Acadia are those that not only exhibit high quality, high engagement attributes -but also go a step further to frame an experience that can only be found at Acadia.
• A photo library of existing Acadia shots can be viewed on the Acadia Flickr site: https://www.flickr.com/photos/acadiauniversity/albums.
• If the images do not match your specific requirements, if you plan to use an image in a print publication, or if you require new photography, please contact our office for assistance: commar@acadiau.ca.

Color Palette

• Acadia University’s visual identity is represented by core colours -black, blue, red and white. These colours can and should be used throughout materials.
• The primary red, Pantone 1807C, is the red found in the Acadia University logo. The primary red is the standard red to be used on Acadia communication materials. The only exception to using the primary red is for select recruitment materials. Not sure if you’re using the primary colours correctly? Contact the Communications & Marketing department.
• For printed materials, Pantone or CMYK versions of the colours are required for optimum and accurate colour. When using Acadia’s visual identity on the web, the RGB colour format is required. Using correct colour formats will ensure consistency on all materials.
• Please note that the blue and red should never overlap.
• c0 m0 y0 k100 r29 g29 b27 #1d1d1b Pantone Black 6C
• c100 m60 y0 k40 r0 g64 b119 #004077 Pantone 295C
• c0 m100 y90 k20 r196 g20 b36 #c41424 Pantone 1807C
• c0 m0 y0 k0 r255 g255 b255 #ffffff
• The logo has various colour versions that allow it to be printed in many formats. The examples below apply to each logo type and are the only permitted colour applications. CMYK-for standard printing • co mo yo k100 ( co m100 y90 k20 • c100 m60 y0 k40 Black-for one colour positive use • co mo yo k100 White-for one colour negative use ©co mo yo ko oN IvE R s IT Y ACADIA Pantone-for restrictive print use • 2950 @ 18070 Pantone-for restrictive print use with black • 295C • 1807C • Black 60 Reversed CMYK-negative use Oco mo yo ko co m100 y90 k20 ox rvE R s I T Y ACADIA • c100 m60 y0 k40 Reversed Pantone-negative use, restrictive print • 2950 • 18070 ox vERsrrY ACADIA
• The clock tower graphic should always appear in the primary red and not be distorted in any way. The graphic itself should not be adjusted.
• The preferred position for the clock tower is on the lower right of the piece. The keylines should bleed off the side of the media where possible. The graphic should always appear on a white or red background.
• If space is at a premium, the bottom keyline can be left out. If space is extremely limited, the clock tower may be left out altogether. (e.g. mobile ad)
• If the clock tower cannot be right justified due to media size, the clock tower can be centered within the piece -either at the top or bottom.
• It is recommended that, if available, one of the University’s primary colours (red, blue, black, or white) be used for the swag item.

Typography

• Helvetica Neue is the preferred font for Acadia University, so non-Mac users will need to purchase this font. When necessary, Helvetica Neue may be substituted with one of the following two fonts: Arial or Garamond. See the following page to read more about Alternate Fonts.
• Titles are represented by Helvetica Neue Bold with the first part in the primary blue and the second in the primary red. Headlines are represented by Helvetica Neue Bold and subheaders by Helvetica Neue Light. They should always appear using the primary red if reproduction allows. The main font, that is used for all other applications, is Helvetica Neue Light. Body copy kerning should always be set to optical 10, with font size at 9pt and 14pt leading. All body copy should appear in the primary black unless highlighted copy is required, in which case Helvetica Neue Bold can be used with the tint of the black decreased to 80%. For other highlighted copy, the primary red and blue can be used to colour Helvetica Neue Light. Examples of use are outlined in the Typography section.
• Helvetica Neue is the preferred font for Acadia University, so non-Mac users will need to purchase this font. When necessary, Helvetica Neue may be substituted with one of the following two fonts: Arial or Garamond. Both are default fonts on both Windows and Apple computers and come pre-installed, making them available to all users. It is important to maintain visual consistency, and using the approved fonts at all times will help keep materials cohesive.
• Arial is easily readable san serif that is very similar in design to Helvetica Neue and can be used as a replacement for both headlines and body copy. If Helvetica Neue is unavailable, Arial should be the first option for substitution.
• Garamond is a classic, timeless serif font that compliments both Helvetica Neue and Arial. It should not be used for headlines, but can be used for body copy on internal materials if necessary.
• There are various typographic styles that should be applied to Acadia University copy. Proportions can be adjusted as needed but ratios should be maintained between typographic styles. The example below is taken from pages 4 and 5 of the viewbook. Lead Headlines Helvetica Neue Bold with a two part structure. Copy should always be left justified and the words should be creatively spaced. The first line should be the primary blue and the second in the primary red. Lead headlines should never appear over an image. Headlines should always consist of two sentences. The first sentence of the headline should address the reader’s point of view. The second should provide Acadia’s response of that point of view. See the Tone of Voice section on page 16 for more detail on this.
• Headers Helvetica Neue Bold left justified in the primary red. 17pt font size and 19pt leading, and 40pt optically kerned.
• Subheaders Helvetica Neue Light left justified in the primary red. 14pt font size and 15pt leading, and 40pt optically kerned.
• Body Copy Helvetica Neue Light left justified in the primary black.
• 9pt font size and 14pt leading, and 10pt optically kerned.
• There should be no hyphenation or widows at any point.
• Paragraph spacing of 0.25" should be applied.
• Cutlines, captions to photographs or other illustrations, should be Helvetica Neue Thin left justified in the primary blue 13pt font size and 18pt leading, and 20pt optically kerned. There should be no hyphenation or widows at any point.
• Typography rules should be followed at all times when creating the content for the presentation. Any imagery featured should follow the guidelines for image use outlined in this toolkit.
• Typographic styles have been set up within the document and should be followed at all times. No imagery should appear on the cover.
• Typography should follow the rules for font use, sizes, and spacing as stated in this guide.

Logo Usage

• The Acadia University visual identity is anchored by a core logo. This logo comes in various formats and its integrity is protected by the guidelines outlined in this document. The primary version of the logo is the horizontal version. If width is an issue, the stacked version of the logo should be used instead.
• When a specific faculty of Acadia University is being acknowledged, the following rules should be applied.
• ‘Faculty of’ should be typed in all caps in Helvetica Neue Light with 100pt kerning, sharing the ‘x’ height of the word ‘University’ in the logo. The name of the faculty should be represented by Helvetica Neue Medium, again in all caps, with 40pt kerning.
• Both parts of the acknowledgment should be coloured in the primary red. For the horizontal version, the copy should then be placed one shield’s width to the right of ‘Acadia’, with ‘faculty of’ on the same baseline as ‘Acadia’ and the name of the faculty on the same baseline as ‘University’. A 0.5pt black keyline, the same height as the logo, is then added 1/2 a shield’s width from ‘Acadia’.
• For the vertical version the same rules apply, except the faculty name is justified left with the logo. The baseline of ‘faculty of’ should be one shield’s height from the bottom of the logo. The keyline is the width of the logo, and 1/2 a shield’s height from the bottom of the logo. The width of the copy should not exceed the width of the logo.
• Faculty recognition can also be incorporated into the clock tower graphic as shown below, which is the preferred option. When recognizing a faculty, the name of the faculty replaces the tagline. The lower clock tower keyline should be omitted too.
• The Acadia logo is the signature mark of the University’s visual identity. It should appear in full on communications and marketing pieces.
• If used in conjunction with the primary logo, they should be positioned so as not to “fight” with it visually, ideally in the opposite corner of a design or even on a separate page or side of a page.
• A safety area should be maintained at all times around the borders of the logo to protect its integrity. These rules apply to every version of the logo. The exclusion area is based on the height of the shield graphic in the logo.
• The horizontal version has a safety area of one shield around it, and the stacked version has a safety area of 1/2 of one shield.
• A minimum width of 1.25" is permitted for the horizontal logo, and a minimum width Of 1" for the stacked version. The logo should never appear smaller than this.
• The following adjustments to the logo are not permitted under any circumstances.
• Horizontal distortion
• Vertical distortion
• Keyline
• Colour change
• Angled
• Lack of contrast
• White box around the logo
• Font substitution ACADIA university
• Resizing of elements
• Too close to another element
• The logo has various colour versions that allow it to be printed in many formats. The examples below apply to each logo type and are the only permitted colour applications.
• CMYK-for standard printing • co mo yo k100 ( co m100 y90 k20 • c100 m60 y0 k40 Black-for one colour positive use • co mo yo k100 White-for one colour negative use ©co mo yo ko oN IvE R s IT Y ACADIA Pantone-for restrictive print use • 2950 @ 18070 Pantone-for restrictive print use with black • 295C • 1807C • Black 60 Reversed CMYK-negative use Oco mo yo ko co m100 y90 k20 ox rvE R s I T Y ACADIA • c100 m60 y0 k40 Reversed Pantone-negative use, restrictive print • 2950 • 18070 ox vERsrrY ACADIA

Tone And Messaging

• Acadia’s identity supports the advancement of the university’s reputation. Consistent delivery of who we are builds awareness of the university based on differentiators that shape our recognition and reputation. It is important to deeply understand our pillars and personality, but this page offers a useful synopsis.
• Who we are can be expressed in six components: • Hierarchy: Acadia’s relationship with other entities. • Positioning: how we want to be talked about. • Pillars: facts that support our positioning. • Personality: how Acadia behaves and communicates. • Vision: our direction, linked to objectives. • Promise: what Acadia says it will deliver.
• Positioning: how we want to be talked about.
• Acadia is a place devoted to helping its students see, discover and unleash their potential for great things.
• Pillars: facts that support our positioning.
• Personality: how Acadia behaves and communicates.
• Vision: our direction, linked to objectives.
• Promise: what Acadia says it will deliver.
• Acadia’s personality defines how the university behaves and communicates, as if it were a person. It is directly correlated to the personality of its target audience.
• Prestigious but unpretentious: “Inspiring respect and admiration while not attempting to impress others with an appearance of greater importance.” -Acadia believes in education with greater purpose.
• Thought-provoking: “Stimulating careful consideration or attention.” -Acadia broadens students’ capacity to think critically.
• Egalitarian: “Characterized by belief in the equality of all people, especially in political, economic, or social life.” -Acadia fosters a culture of diversity and inclusiveness.
• Multifaceted: “Having many aspects.” -Acadia empowers students to grow among many disciplines.
• Noble: “Having or showing fine personal qualities or high moral principles and ideals.” -Acadia inspires a community of social conscience.
• Principled: “Acting in accordance with morality and showing recognition of right and wrong.” -Acadia operates by a strong code of ethics.
• One of the most important elements to understanding who we are is articulating our voice. What is our voice?
• We consistently express who Acadia is by using key words, messages and tone in communications, internally and externally. Acadia’s voice is how we express who we are, by consistently using key words, messages, and tone in our communications. The foundation for Acadia’s voice is rooted in our personality and pillars.
• The pillars provide guidelines for what we say, and the personality helps guide how we say it.
• Telling our story and using a consistent voice is important to reinforcing who we are with every interaction. This helps to ensure our target audience’s interpretation is genuine and true. It’s not just what we want them to believe; it’s what they say about us.
• The important things to keep in mind are 1) am I using a consistent voice? And 2) will my message contribute to telling the complete story?
• Use the following checklist whenever you are unsure of your message’s alignment with the brand voice. Does your message: • Speak to your audience? Review the target audience section to consider: Will your audience relate to what you have to say? Consider their personality traits. Does your message resonate? • Reinforce Acadia’s pillars? Review Acadia’s pillars (page 6) to consider: Is your message authentic and true? Does it reinforce what makes Acadia different? • Support Acadia’s personality? Review Acadia’s personality section to consider: If Acadia were a person, does your message sound like something Acadia would say? • Deliver a narrative? Review the editorial style guide to consider: Are you using action verbs, short phrases and simple language? Does the message follow guidelines for diversity and inclusion, Acadia University terms, and grammar and usage?
• The following guidelines are for use when writing copy representing Acadia in promotional communications, such as: print publications, newsletters, brochures, posters, online advertising and event signage. Other resources are available as a support with writing in different styles, including editorials for non-academic writing (http ://www2. a cad iau. ca/Ed itorialStyleGu ide. html) and writing for web (http://www2.acadiau.ca/WebWritingGuide.html).
• Tonally, the headlines should always serve to prop up the reader with an aspirational claim, and position Acadia as the support for that aspiration. The language used should be aspirational in tone, but conversational in style.
• Tonally, the body copy should follow the headline’s lead. The copy should be aspirational in meaning but conversational in delivery, and every attempt should be made to avoid cliches.
• When possible, claims made in the copy should be supported with concrete examples. Using examples allows the reader to move from an abstract understanding of what is offered, to being able to visualize the attribute in their mind.
• Although it is important to never underestimate the intelligence of our audience, certain realities need to be taken into consideration when structuring our communications. Our demographic lives in the world of web writing. That most often means their information is consumed in short paragraphs. As a result, large blocks of text may provide a barrier to entry and the communication will simply be passed over. This by no means calls for dumbing down the content of our communications. It simply means that when possible, paragraphs should be kept short.
• The use of headlines, headers, cutlines, pull quotes and images are all devices that can help break up large blocks of text and make our communications more engaging for our audience.
• When crafting messages for radio, all considerations from the previous Tone of Voice section should be taken into consideration.
• The announcer should be directed to deliver the message in an energetic but genuine tone. Reads should never feel overly rushed or be delivered with a raised (yelling) voice.

Brand Values

• Who we are can be expressed in six components: • Hierarchy: Acadia’s relationship with other entities. • Positioning: how we want to be talked about. • Pillars: facts that support our positioning. • Personality: how Acadia behaves and communicates. • Vision: our direction, linked to objectives. • Promise: what Acadia says it will deliver.
• Positioning Acadia is a place devoted to helping its students see, discover and unleash their potential for great things.
• Pillars Devotion; students with great potential, discover and unleash; environment as an incubator; educating the whole person.
• Personality Grounded. Prestigious but unpretentious, thought-provoking, egalitarian, multi-faceted, noble, principled.
• Vision Personalized and rigorous liberal education; robust and respectful scholarly community; inspiring students to become critical thinkers, lifelong learners, engaged citizens, and responsible global leaders.
• Promise Acadia promises a balance of academic, emotional, athletic and spiritual education. We are devoted to helping our students see, discover, and unleash their potential for great things. It’s in you; Acadia will help you set if free.
• Our personality defines how the university behaves and communicates, as if it were a person. It is directly correlated to the personality of its target audience.
• Personality BULLS-EYE TARGET ARCHETYPE Self-effacing: “The act or fact of keeping oneself in the background, as in humility.” -Student is humble and strong. Dialectic: “The art or practice of logical discussion as employed in investigating the truth of a theory or opinion.” -Student is a lively, logical, thoughtful debater. Autonomous: “Existing or capable of existing independently.” -Student is independent and self-directed. Versatile: “Embracing a variety of skills or fields; turning with ease from one thing to another.” -Student has many skills in many areas. Kindhearted: “Having or showing a gentle nature.” -Student is giving of their time and has a social conscience. Discerning: “Exhibit keen insight to show good Judgment; distinguish mentally; recognize as distinct or different.” -Student is unwilling to discount their future.
• Personality ACADIA UNIVERSITY Prestigious but unpretentious: “Inspiring respect and admiration while not attempting to impress others with an appearance of greater importance.” -Acadia believes in education with greater purpose. Thought-provoking: “Stimulating careful consideration or attention.” -Acadia broadens students’ capacity to think critically. Egalitarian: “Characterized by belief in the equality of all people, especially in political, economic, or social life.” -Acadia fosters a culture of diversity and inclusiveness. Multifaceted: “Having many aspects.” -Acadia empowers students to grow among many disciplines. Noble: “Having or showing fine personal qualities or high moral principles and ideals.” -Acadia inspires a community of social conscience. Principled: “Acting in accordance with morality and showing recognition of right and wrong.” -Acadia operates by a strong code of ethics.

Visual Style

• The Acadia University visual identity is anchored by a core logo. This logo comes in various formats and its integrity is protected by the guidelines outlined in this document. The primary version of the logo is the horizontal version. If width is an issue, the stacked version of the logo should be used instead.
• When a specific faculty of Acadia University is being acknowledged, the following rules should be applied. Adding the faculty can be done in either a horizontal or vertical manner. ‘Faculty of’ should be typed in all caps in Helvetica Neue Light with 100pt kerning, sharing the ‘x’ height of the word ‘University’ in the logo. The name of the faculty should be represented by Helvetica Neue Medium, again in all caps, with 40pt kerning. Both parts of the acknowledgment should be coloured in the primary red. For the horizontal version, the copy should then be placed one shield’s width to the right of ‘Acadia’, with ‘faculty of’ on the same baseline as ‘Acadia’ and the name of the faculty on the same baseline as ‘University’. A 0.5pt black keyline, the same height as the logo, is then added 1/2 a shield’s width from ‘Acadia’. For the vertical version the same rules apply, except the faculty name is justified left with the logo. The baseline of ‘faculty of’ should be one shield’s height from the bottom of the logo. The keyline is the width of the logo, and 1/2 a shield’s height from the bottom of the logo. The width of the copy should not exceed the width of the logo.
• Faculty recognition can also be incorporated into the clock tower graphic as shown below, which is the preferred option. When recognizing a faculty, the name of the faculty replaces the tagline. The lower clock tower keyline should be omitted too.
• A safety area should be maintained at all times around the borders of the logo to protect its integrity. These rules apply to every version of the logo. The exclusion area is based on the height of the shield graphic in the logo. The horizontal version has a safety area of one shield around it, and the stacked version has a safety area of 1/2 of one shield. A minimum width of 1.25" is permitted for the horizontal logo, and a minimum width Of 1" for the stacked version. The logo should never appear smaller than this.
• Like the logo, other marks come with exclusion areas and minimum sizes. The exclusion areas are based on the shield from the primary logo. The shield height is taken from the height of the mark itself.
• The following adjustments to the logo are not permitted under any circumstances. Horizontal distortion Vertical distortion Keyline Colour change Angled Lack of contrast White box around the logo Font substitution ACADIA university Resizing of elements Too close to another element
• Acadia University’s visual identity is represented by core colours -black, blue, red and white. These colours can and should be used throughout materials. The primary red, Pantone 1807C, is the red found in the Acadia University logo. The primary red is the standard red to be used on Acadia communication materials. The only exception to using the primary red is for select recruitment materials. For printed materials, Pantone or CMYK versions of the colours are required for optimum and accurate colour. When using Acadia’s visual identity on the web, the RGB colour format is required. Using correct colour formats will ensure consistency on all materials. Please note that the blue and red should never overlap.
• The Acadia University visual identity is expressed typographically in various weights of Helvetica Neue. Titles are represented by Helvetica Neue Bold with the first part in the primary blue and the second in the primary red. Headlines are represented by Helvetica Neue Bold and subheaders by Helvetica Neue Light. They should always appear using the primary red if reproduction allows. The main font, that is used for all other applications, is Helvetica Neue Light. Body copy kerning should always be set to optical 10, with font size at 9pt and 14pt leading. All body copy should appear in the primary black unless highlighted copy is required, in which case Helvetica Neue Bold can be used with the tint of the black decreased to 80%. For other highlighted copy, the primary red and blue can be used to colour Helvetica Neue Light.
• Helvetica Neue is the preferred font for Acadia University, so non-Mac users will need to purchase this font. When necessary, Helvetica Neue may be substituted with one of the following two fonts: Arial or Garamond. Both are default fonts on both Windows and Apple computers and come pre-installed, making them available to all users. It is important to maintain visual consistency, and using the approved fonts at all times will help keep materials cohesive.
• There are various typographic styles that should be applied to Acadia University copy. Proportions can be adjusted as needed but ratios should be maintained between typographic styles.
• Lead Headlines Helvetica Neue Bold with a two part structure. Copy should always be left justified and the words should be creatively spaced. The first line should be the primary blue and the second in the primary red. Lead headlines should never appear over an image. Headlines should always consist of two sentences. The first sentence of the headline should address the reader’s point of view. The second should provide Acadia’s response of that point of view.
• Headers Helvetica Neue Bold left justified in the primary red. 17pt font size and 19pt leading, and 40pt optically kerned.
• Subheaders Helvetica Neue Light left justified in the primary red. 14pt font size and 15pt leading, and 40pt optically kerned.
• Body Copy Helvetica Neue Light left justified in the primary black.
• 9pt font size and 14pt leading, and 10pt optically kerned.
• There should be no hyphenation or widows at any point.
• Paragraph spacing of 0.25" should be applied.
• Cutlines, captions to photographs or other illustrations, should be Helvetica Neue Thin left justified in the primary blue 13pt font size and 18pt leading, and 20pt optically kerned. There should be no hyphenation or widows at any point.
• Wherever possible, materials should contain all signature components of the visual identity: the tagline, the logo, the URL, and clock tower graphic. However, in some cases a component may need to be omitted. For example, the clock tower graphic may need to be omitted from a very small mobile ad, or the URL may be left out of a small web ad because the ad already clicks through to the website.
• The keyline clock tower graphic brand element is a minimalist representation of Acadia’s most iconic building. It works in concert with our other signature elements to provide a quick visual cue for identifying us. Most often the clock tower graphic will be used as a footer in whichever media it appears. The graphic should always appear in the primary red and not be distorted in any way. The graphic itself should not be adjusted.
• The Acadia logo can be placed within the horizontal keylines, and centred with the middle of the clock tower. The preferred position for the clock tower is on the lower right of the piece. The keylines should bleed off the side of the media where possible. The graphic should always appear on a white or red background. If space is at a premium, the bottom keyline can be left out. If space is extremely limited, the clock tower may be left out altogether. (e.g. mobile ad)
• If the clock tower cannot be right justified due to media size, the clock tower can be centered within the piece -either at the top or bottom.
• The Acadia URL is acadiau.ca. The URL should never be written with www. preceeding it. The URL should appear in Helvetica Neue Bold, all in lowercase, 50pt optical kerning, in the Acadia primary red.
• The Acadia logo and URL can be locked together in the way demonstrated here. In this case the URL should be adjusted to be 3/4 x height of the logo’s University x height.
• For the vertical option, the URL should be 3/4 the length of the logo and centered underneath.
• The tagline should appear as often as possible on our materials. The tagline should appear in Helvetica Neue Bold, all in lowercase, in the Acadia primary blue. The prefered location for the tagline is the lower left corner. When appearing with the logo, the tagline x height should be the same as the x height of University in the logo.
• When the Acadia logo and tagline appears on a third party piece, the tagline can be locked together with the logo in the way demonstrated here. In this case the tagline should be adjusted to be 3/4 x height of the logo’s University x height for the horizontal version.
• For the vertical option, the tagline should be the width of the logo.
• This business card template has been developed to convey an individual’s relevant information in a clean and easy to read manner. Logo exclusion areas must be maintained at all times. If the individual’s name is long, the surname can be moved down to the next line. Only one job title may be shown on each card. If an individual has multiple job titles, separate cards should be created. Only one education designation should be featured on the card. Card users should be asked which designation they wish to showcase. Business cards should be printed on 16pt matte AO card stock. Nothing should appear on the reverse side of the card.
• A pre-printed, full bleed letterhead template is available. Copy should be typed in the Helvetic Neue Light brand font, 9pt in size with 14pt leading. Margins for the body copy are as follows: Top: 2.25" Bottom: 2.25" Left: 1.5" Right: 1.5"
• Powerpoint presentations should follow the Acadia visual identity. These templates are set to a modern screen 16:9 aspect ratio. Cover slides can be created that are generic or recognize a specific faculty using the instructions found in this guide.
• Typography rules should be followed at all times when creating the content for the presentation. Any imagery featured should follow the guidelines for image use outlined in this toolkit.
• When creating a department report the following Word template should be used. Typographic styles have been set up within the document and should be followed at all times. No imagery should appear on the cover.
• The Acadia brand layout style is based on an asymmetric approach. This can be accomplished through use of negative space, image positioning, or text placement. Images are not required to end in page gutters or align perfectly with text boxes. Margins should be plentiful. On a 8.5"x11" page, margins should be as follows: Top: 1" Bottom: 1.5" Left: 0.75" Right: 0.75" Vertical pages should be constructed on a 6 column grid with 0.375" gutters. Horizontal pages should be constructed on an 8 column grid with 0.375" gutters.
• The existing Acadia website can easily incorporate the new primary colours, primary fonts and signature elements to create a website that complements the university’s visual identity.
• Online ads should incorporate the signature visual identity components as much as possible. Online ads vary greatly in terms of size, dimension, and animation capability (versus static/stills). Some online ads are so small, like static mobile ads, for example, we may only fit in the Acadia logo and a few words, and nothing more.
• Have the logo present at all times. In an animated ad, it should be there from the beginning and remain to the end. There may some exceptions to this rule. Consult with Communications and Marketing if you are unsure.
• If there’s ample room in the space, also include the clock tower graphic.
• If there is still ample room, include the tagline: grow exponentially.
• Keep in mind the website the ad will appear on. If the site is predominantly red, consider going with a white ad so it stands out on the page.
• Include a call to action so viewers know what you want them to do: apply now, learn more, accept now, take the quiz, etc. If space is at a premium, the call to action (click for more) should be implicit.
• Acadia’s visual identity can be applied to various swag items. It is recommended that, if available, one of the University’s primary colours (red, blue, black, or white) be used for the swag item. A decision on which version of the logo will be used will depend on the shape and size of the item in question. If space is at a premium, the Acadia University shield can be used on its own. Depending on the colour of the item and printing restrictions, the appropriate colour logo should be used as outlined in these guidelines.
• Care should always be taken to ensure that the Acadia University logo is clearly represented.
• If the logo is to be embroidered, the minimum dimensions are 35mm high and 108mm wide. As an alternative, screen printing of the logo will work.

Layout And Composition

• The Acadia brand layout style is based on an asymmetric approach. This can be accomplished through use of negative space, image positioning, or text placement.
• Images are not required to end in page gutters or align perfectly with text boxes.
• Margins should be plentiful. On a 8.5"x11" page, margins should be as follows: Top: 1" Bottom: 1.5" Left: 0.75" Right: 0.75"
• Vertical pages should be constructed on a 6 column grid with 0.375" gutters. Horizontal pages should be constructed on an 8 column grid with 0.375" gutters.
• Logo exclusion areas must be maintained at all times.
• If the individual’s name is long, the surname can be moved down to the next line. Only one job title may be shown on each card. If an individual has multiple job titles, separate cards should be created.
• Only one education designation should be featured on the card. Card users should be asked which designation they wish to showcase.
• Business cards should be printed on 16pt matte AO card stock. Nothing should appear on the reverse side of the card.
• Copy should be typed in the Helvetic Neue Light brand font, 9pt in size with 14pt leading. Margins for the body copy are as follows: Top: 2.25" Bottom: 2.25" Left: 1.5" Right: 1.5"
• Typography rules should be followed at all times when creating the content for the presentation. Any imagery featured should follow the guidelines for image use outlined in this toolkit.
• When creating a department report the following Word template should be used. Typographic styles have been set up within the document and should be followed at all times. No imagery should appear on the cover.
• The name of the department or faculty can be added on the cover in the defined space. The denomination should go on the first line and the name of the faculty or department should go on the second.
• Margins should be set to 0.75" for a two fold brochure, and 1.25" for a one fold brochure. Images can be inserted as needed on interior pages and should bleed off the sides where possible. Images should also have a text wrap of 0.25".
• The printed version operates around a two column layout with a 0.375" gutter. It is preferred that images bleed off the page.

Brand Architecture

• Hierarchy: Acadia’s relationship with other entities.
• One parent identity with a few subsidary ones, part of larger league.
• When a specific faculty of Acadia University is being acknowledged, the following rules should be applied.
• Adding the faculty can be done in either a horizontal or vertical manner. ‘Faculty of’ should be typed in all caps in Helvetica Neue Light with 100pt kerning, sharing the ‘x’ height of the word ‘University’ in the logo. The name of the faculty should be represented by Helvetica Neue Medium, again in all caps, with 40pt kerning.
• Both parts of the acknowledgment should be coloured in the primary red. For the horizontal version, the copy should then be placed one shield’s width to the right of ‘Acadia’, with ‘faculty of’ on the same baseline as ‘Acadia’ and the name of the faculty on the same baseline as ‘University’. A 0.5pt black keyline, the same height as the logo, is then added 1/2 a shield’s width from ‘Acadia’.
• For the vertical version the same rules apply, except the faculty name is justified left with the logo. The baseline of ‘faculty of’ should be one shield’s height from the bottom of the logo. The keyline is the width of the logo, and 1/2 a shield’s height from the bottom of the logo. The width of the copy should not exceed the width of the logo.
• Faculty recognition can also be incorporated into the clock tower graphic as shown below, which is the preferred option. When recognizing a faculty, the name of the faculty replaces the tagline. The lower clock tower keyline should be omitted too.

Digital Guidelines

• The existing Acadia website can easily incorporate the new primary colours, primary fonts and signature elements to create a website that complements the university’s visual identity. Below are examples of a header, banner image and footer that implement the updated look.
• For more style recommendations and sample website wireframes, see Appendix B.
• • new visual identity colours + new primary fonts
• Online ads must be handled with special care because ad space is at a premium and engagement time with the viewer is very limited.
• Generally for online ads, err on the side of simplicity and clarity. Grab the viewer’s attention, if possible. Get straight to the message. Use as few words as possible. Include a clear call to action. Stay true to the Acadia personality.
• In an online space, it’s paramount to grab attention and hold the viewer’s gaze, so a higher degree of creativity and entertainment value should be considered. Use punchy headlines versus long-winded ones. Use simple, intriguing visuals versus busy, complicated ones.
• Online ads should incorporate the signature visual identity components as much as possible. Online ads vary greatly in terms of size, dimension, and animation capability (versus static/stills). Some online ads are so small, like static mobile ads, for example, we may only fit in the Acadia logo and a few words, and nothing more.
• Have the logo present at all times. In an animated ad, it should be there from the beginning and remain to the end. There may some exceptions to this rule. Consult with Communications and Marketing if you are unsure.
• If there’s ample room in the space, also include the clock tower graphic.
• If there is still ample room, include the tagline: grow exponentially.
• Keep in mind the website the ad will appear on. If the site is predominantly red, consider going with a white ad so it stands out on the page.
• Include a call to action so viewers know what you want them to do: apply now, learn more, accept now, take the quiz, etc. If space is at a premium, the call to action (click for more) should be implicit.
• Any image that is to be used online should not be enlarged when displayed online to avoid pixelation and should be set to an RGB colour profile. When resizing images, always ensure that they are being scaled evenly horizontally and vertically, so they do not end up distorted. Online images should be optimized to keep file sizes as low as possible and keep load times as fast as possible. This should be a setting of 60% quality for jpegs online.

Print Guidelines

• For printed materials, Pantone or CMYK versions of the colours are required for optimum and accurate colour. When using Acadia’s visual identity on the web, the RGB colour format is required. Using correct colour formats will ensure consistency on all materials.
• Please note that the blue and red should never overlap.
• The primary red, Pantone 1807C, is the red found in the Acadia University logo. The primary red is the standard red to be used on Acadia communication materials. The only exception to using the primary red is for select recruitment materials.
• A safety area should be maintained at all times around the borders of the logo to protect its integrity. These rules apply to every version of the logo. The exclusion area is based on the height of the shield graphic in the logo.
• The horizontal version has a safety area of one shield around it, and the stacked version has a safety area of 1/2 of one shield.
• A minimum width of 1.25" is permitted for the horizontal logo, and a minimum width Of 1" for the stacked version. The logo should never appear smaller than this.
• Like the logo, other marks come with exclusion areas and minimum sizes. The exclusion areas are based on the shield from the primary logo. The shield height is taken from the height of the mark itself.
• The following adjustments to the logo are not permitted under any circumstances. Horizontal distortion Vertical distortion Keyline Colour change Angled Lack of contrast White box around the logo Font substitution ACADIA university Resizing of elements Too close to another element
• Any printed image should be at least 300 dpi at the finished size and set to a CMYK colour profile.
• When resizing images, always ensure that they are being scaled evenly horizontally and vertically, so they do not end up distorted.
• Copy should not overlap imagery. Imagery should not fade at the edges or be faded into the background of a design.
• Margins should be plentiful. On a 8.5"x11" page, margins should be as follows: Top: 1" Bottom: 1.5" Left: 0.75" Right: 0.75"
• Vertical pages should be constructed on a 6 column grid with 0.375" gutters. Horizontal pages should be constructed on an 8 column grid with 0.375" gutters.
• Typography should follow the rules for font use, sizes, and spacing as stated in this guide. Margins should be set to 0.75" for a two fold brochure, and 1.25" for a one fold brochure. Images can be inserted as needed on interior pages and should bleed off the sides where possible. Images should also have a text wrap of 0.25".
• Business cards should be printed on 16pt matte AO card stock. Nothing should appear on the reverse side of the card.
• Logo exclusion areas must be maintained at all times.
• Only one education designation should be featured on the card. Card users should be asked which designation they wish to showcase.
• Only one job title may be shown on each card. If an individual has multiple job titles, separate cards should be created.
• A pre-printed, full bleed letterhead template is available. Copy should be typed in the Helvetic Neue Light brand font, 9pt in size with 14pt leading. Margins for the body copy are as follows: Top: 2.25" Bottom: 2.25" Left: 1.5" Right: 1.5"

Additional Properties

Revenue History

Employees History

Total Assets History