Ball State University

Official Websites

• https://www.bsu.edu
• http://www.bsu.edu/brand/writing
• http://www.bsu.edu

Brand Guidelines

2018

Brand Summary

Mission

• Ball State University transforms lives with a high-quality educational experience, empowering every member of its community to challenge each other to excel, think creatively, collaborate across disciplines, and be in charge of their own path. The essence of the brand is the transformative experience provided to students, grounded in tradition and embracing innovation, with a commitment to excellence, honesty, integrity, social responsibility, gratitude, and respect for the inherent worth of every member of the community [^1].

Core Values

• excellence
• honesty
• integrity
• social responsibility
• gratitude
• respect for the intrinsic worth of every member
• collaboration
• innovation
• empowerment

Target Audience

• Prospective students, current students, parents, alumni, donors, business and community partners, faculty, staff, and others in the broader audience [^2].

Personality Traits

• aspirational
• collaborative
• confident
• creative
• diverse
• empowered
• energetic
• engaged
• exhilarated
• forward-looking
• friendly
• innovative
• intellectually curious
• student-centered
• supportive
• transformative
• vibrant
• welcoming
• world-class

Visual Identity Overview

• The visual identity is clean, simple, and straightforward, rooted in Midwestern sensibilities and formalized structure. It features a tight color palette (cardinal red and white as primary colors), consistent use of the Beneficence mark and ‘We Fly’ theme, modern sans-serif typography (Helvetica Neue LT Std), and strong, authentic imagery that communicates aspiration, power, and vibrancy. The brand emphasizes consistency, clarity, and professionalism across all visual and written communications [^3].

Categories

Brand Voice

• All copy should adhere to the spirit of the Ball State brand. Messaging should be uplifting, welcoming, and inclusive but should also clearly and cleanly convey aspiration and promise. Be creative, friendly, and open while nurturing the ambition of the reader.
• Our message sets us apart from other universities. Finding the appropriate story, message, and tone— and employing these consistently across various media—is as important as selecting the right imagery and typefaces. These words can serve as points of reference and inspiration as you develop content.
• Aspirational Collaborative Commitment Community engaged Confident Connections Convergence Creative Discovery Distinctive Diverse Empowered Energetic Engaged Excellence Exhilarated Forward-looking Friendly Gratitude Hands-on research Idea execution Imaginative Immersive Impact Innovative Inspirational Intellectually curious Inventive Leadership Opportunities Outcomes Partnerships Passion Perfect size Personal Real-world Student-centered Success Supportive Technologically innovative Tinkerers Transformative Upward Vibrant Welcoming World-class

Brand Imagery

• Imagery should communicate a sense of aspiration and power. The objects in the photos should lift and reach toward potential, possibility, and greatness. See some examples here of breaking the traditional edge.
• Strong, interesting, and authentic photography communicates the personality of our campus and our people. The Creative Services team within Marketing and Communications is charged with providing University photography (as well as design and video) that brings our campus to life. By providing a visual perspective on Ball State University as a community, our photography delivers the vibrancy of our brand.
• Images should be inspiring, distinctive, and thought­provoking. Imagery should resonate with the intended audience: prospective students, current students, parents, alumni, donors, and others in the broader audience.
• Photography attributes include: • diversity that is representative of our student body and faculty • strong focal point • rich, saturated color • vibrant subjects and settings • people are front and center • positive, authentic emotions • blend of silhouette and unposed shots • evoking aspiration, lifting, or upward trajectory
• no borders when used in publications
• The mood and style of the photography should be rich but editorial in style, with a contemporary feel. It should feel active and upbeat, stressing interaction between students or between students and faculty/staff. Hands­on learning experiences are always great opportunities for photos. Also important is maintaining negative space in the composition. Students from a range of backgrounds and experiences should be represented and portrayed as positive, focused, and committed to their education.
• The textural photos should be evocative of the campus, simple yet recognizable in their details, with thought as to how they can be utilized as graphic elements in print and web. Also important is maintaining negative space in the composition.
• Graphic treatment: In Photoshop, add a layer filled with cardinal red on top of the photo and set the layer blending mode to multiply.

Color Palette

• Color is a strong element in our brand identity. Having a tight palette during the initial stages of rollout strengthens our brand and signals a new era. Cardinal red and white are the official colors of Ball State University. These colors unite every unit, from academic areas to athletics to the Ball State University Foundation to recruitment.
• Consistent use of these colors will help the University build strong connections and affiliations, especially with external audiences.
• To ensure constancy and vibrancy, cardinal red should never be screened (tinted or set to a lower opacity than 100 percent). When a vendor has only standard color swatches that don’t match our specific red, make every effort to find the closest pure red (no burgundy, rust, orange, or pink tones). If a standard pure red is unavailable, use white or black.
• Cardinal red is the preferred color.
• Secondary colors are intended to assist as visual organizational elements such as tasteful callout features and sidebar boxes. Secondary colors must never replace or overwhelm cardinal red and should only serve to add to the design.
• If you need to make an exception to these guidelines, please contact the Marketing and Communications team.
• Cardinal Red Pantone Matching System (PMS) 200 RGB: 186, 12, 47 CMYK: 3, 100, 70, 12 HEX: #BA0C2F
• White PMS N/A RGB: 255, 255, 255 CMYK: 0, 0, 0, 0 HEX: #FFFFFF
• Gray PMS 425 RGB: 84, 88, 90 CMYK: 48, 29, 26, 76 HEX: #54585A
• Black PMS process black RGB: 0, 0, 0 CMYK: 0, 0, 0, 100 HEX: #000000
• Light gray (web only) RGB: (Marketing and Communications will provide these values) HEX: (Marketing and Communications will provide these values)
• Adhering to the following color reproduction guidelines will create a consistent image and maintain the visual impact of the mark. 1. When using a white background, the two-color version is preferred. 2. When appearing on a red background, the entire mark should reverse out to white. 3. When one-color printing is the only option, the mark needs to be displayed entirely in black or red (one color) on a white background. 4. Reverse on cardinal red is the preferred option. The secondary option (only if cardinal red is not available) is gray and should be used by special permission only.
• Do not use any element of the mark with a screen tint or lowered opacity.
• For consistency and legibility: • Never use the Ball State University institution brand mark in black on a dark background. • Never reverse the Ball State University institution brand mark to white on a light background. • Never change the colors of the mark. • Do not use any element of the logo with a screen tint or lowered opacity. • The mark should not reverse out of a solid color background other than red.
• To always ensure the mark is clear, visible, and fully legible, use special care when presenting it over photos. Make sure the mark’s placement is free from photo details, using minimum clear space requirements (see page 16). Over a light­colored area of the photo, use the two-color mark. Conversely, use a reverse-to-white presentation of the mark over a dark area of a photo.
• If you need to make an exception, please contact the Marketing and Communications team.
• The color bar can be either red (cardinal red, RGB: 186,12,47) or white (100 percent white, RGB: 255,255,255).
• A white (100 percent white, RGB: 255,255,255) or gray (gray, RGB: 84,88,90) cap should be used at the end of the color bar when using cardinal red, and also at the beginning of the color bar when the Beneficence logo is cardinal red AND the color bar is cardinal red (see example above).
• The color bar needs to be solid and a horizontal gradient should not be used.
• The color bar can be either red (cardinal red, RGB: 186,12,47) when using white font color or white (100 percent white, RGB: 255,255,255) when using black font color.

Typography

• Our branded font is Helvetica Neue LT Std (also labeled Neue Helvetica). The font was chosen to reflect the attitude of our institution: • Clear • Honest • Forward-thinking • Unpretentious It was a conscious decision during our rebranding period to limit the font choice available for official communications to one font to help solidify our visual branding.
• Helvetica Neue LT Std can be used in six weights, as both regular and italic. The combination of weights and italics offers modern, highly readable content. Using this contrast from headline to body copy creates visual interest and visual hierarchy.
• If you do not have the Helvetica Neue LT Std font, and cannot obtain it, acceptable replacements are TeX Gyre Heros or Roboto, which are available for free download. Open Sans may be used for digital body copy only. These replacement fonts should be used sparingly and should not be used in conjunction with Helvetica Neue. Marketing and Communications must approve any use of replacement fonts.
• We strongly recommend purchasing Helvetic Neue LT Std from the font site myfonts.com
• Helvetica Neue LT Std 35 Thin ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
• Helvetica Neue LT Std 36 Thin Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
• Helvetica Neue LT Std 45 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
• Helvetica Neue LT Std 46 Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
• Helvetica Neue LT Std 55 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
• Helvetica Neue LT Std 56 Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
• Our chosen weights and styles of Helvetica Neue LT Std continue on this page of the brand style guide.
• Helvetica Neue LT Std 65 Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
• Helvetica Neue LT Std 66 Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
• Helvetica Neue LT Std 75 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
• Helvetica Neue LT Std 76 Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
• Helvetica Neue LT Std 85 Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
• Helvetica Neue LT Std 86 Heavy Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
• Please contact the Marketing and Communications team for the recommended typefaces for your needs.
• Top line: Helvetica Neue bold should be the primary font used in the top line of titles and names. A top line should be ALL CAPS and not exceed 16 points in size.
• Bottom line: Helvetica Neue regular should be the primary font used in the bottom lines of titles. All bottom lines should be case-sensitive and not exceed 10 points in size. If you do not have access to the Helvetica font (purchased font), then an acceptable replacement is TeX Gyre Heros or Roboto, which are available for free download.
• Text on the lower third of an image may have a drop shadow but needs to be Blend Mode: Multiply, and needs to be black.
• Font color needs to be white when using a cardinal red color bar; it needs to be black when using a white color bar.
• Helvetica Neue Bold should be the primary font used.
• If you do not have access to the Helvetica font (purchased font), then an acceptable replacement is Tex Gyre Heros or Roboto, which are available for free download.
• Font size is always 12pt.
• Font color needs to be white when using a cardinal red color bar and needs to be black when using a white color bar.
• Suggested font for setting the body of the letter content is Helvetica Neue Roman
• College/Division name Neue bold, Pantone Matching System 200 red 9 point type over 11 point leading align centered
• Department or unit name Neue bold, 60 percent black 9 point type over 11 point leading align centered
• Contact information Neue light, 100 percent black 8 point type align centered
• Name: Helvetica Neue bold, 10 point type over 10 point leading
• Title: Helvetica Neue Roman, 8 point type over 11 point leading
• College/Division Name: Helvetica Neue bold, 8 point type over 9.5 point leading (with .0625" spacing above)
• Department, Address, Phone, Email, and URL: Helvetica Neue Roman, 8 point type over 9.5 point leading (with .0625" spacing above address, email, and URL)
• Return address block: Helvetica Neue Roman, 8 point type over 10 point leading

Logo Usage

• The Ball State University institution brand mark is used to endorse all communication materials that officially represent our University. Consistent use enhances public recognition of Ball State. The vertical treatment shown (right) is the formal institutional identity. The official mark is composed of both the Beneficence figure in the shield and the wording. It is rare to use these elements individually.
• Applications of the official Ball State University institution brand mark include: • University identity • “endorsement” on printed and web pages • stationery suite • business forms and marketing communications • correspondence with research and peer institutions or professional audiences • building signage • vehicle identification
• The Ball State University vertical institution brand mark is primary
• The horizontal version of the Ball State University institution brand mark (right) may be used as an optional endorsement, especially when space warrants a horizontal presentation.
• All Ball State University marks referenced here are registered trademarks or pending trademark approval and must be used with permission. Request permission through umc@bsu.edu. Do not recreate these marks.
• To maintain legibility and quality, maintain a minimum clearance (safe zone) as indicated here between any part of the Ball State University institution brand mark and other elements. The x-height of the safe area is equal to the distance from the top of “Ball State” to the bottom of “University.”
• Please consult with your account strategist in Marketing and Communications if your needs can’t accommodate these minimum clearances. We are happy to assist.
• Brand Mark Minimum Size Requirements For visibility and impact, the Ball State University institutional brand mark should appear no smaller than 0.75 inches tall for the vertical mark and no smaller than 0.5 inches tall for the horizontal mark.
• Do not break apart the logo to fit into a space, as the integrity of the logo and legibility will be compromised.
• Please consult with your account strategist at Marketing and Communications if your needs can’t accommodate these minimum sizes. We are happy to assist.
• Vertical brand mark minimum height for reproduction is 0.75” or 54 pixels
• Horizontal brand mark minimum height for reproduction is 0.5” or 36 pixels
• Cardinal red and white are the official colors of Ball State University. These colors unite every unit, from academic areas to athletics to the Ball State University Foundation to recruitment.
• Consistent use of these colors will help the University build strong connections and affiliations, especially with external audiences.
• To ensure constancy and vibrancy, cardinal red should never be screened (tinted or set to a lower opacity than 100 percent). When a vendor has only standard color swatches that don’t match our specific red, make every effort to find the closest pure red (no burgundy, rust, orange, or pink tones). If a standard pure red is unavailable, use white or black.
• Cardinal Red Pantone Matching System (PMS) 200 RGB: 186, 12, 47 CMYK: 3, 100, 70, 12 HEX: #BA0C2F
• White PMS N/A RGB: 255, 255, 255 CMYK: 0, 0, 0, 0 HEX: #FFFFFF
• Adhering to the following color reproduction guidelines will create a consistent image and maintain the visual impact of the mark. 1. When using a white background, the two-color version is preferred. 2. When appearing on a red background, the entire mark should reverse out to white. 3. When one-color printing is the only option, the mark needs to be displayed entirely in black or red (one color) on a white background. 4. Reverse on cardinal red is the preferred option. The secondary option (only if cardinal red is not available) is gray and should be used by special permission only.
• Do not use any element of the mark with a screen tint or lowered opacity.
• For consistency and legibility: • Never use the Ball State University institution brand mark in black on a dark background. • Never reverse the Ball State University institution brand mark to white on a light background. • Never change the colors of the mark. • Do not use any element of the logo with a screen tint or lowered opacity. • The mark should not reverse out of a solid color background other than red.
• To always ensure the mark is clear, visible, and fully legible, use special care when presenting it over photos. Make sure the mark’s placement is free from photo details, using minimum clear space requirements (see page 16). Over a light­colored area of the photo, use the two-color mark. Conversely, use a reverse-to-white presentation of the mark over a dark area of a photo.
• Upon request, the Marketing and Communications team will create unit-specific marks for offices, departments, schools, colleges, centers, labs, and other official units within Ball State University. This reflects the formal name of units as determined by the University. Per University policy, independently created logos are not official, nor Ball State brand compliant and cannot be used in any medium.
• All Ball State University marks referenced here are registered trademarks or pending trademark approval and must be used with permission. Request permission through umc@bsu.edu.
• Contact the Marketing and Communications team to request a department or unit mark. Do not re-create these marks.
• For consistency and legibility: • Never reconfigure the elements of the Ball State University institution brand mark. • Never stretch or distort the mark. • Never surround the mark with competing shapes or images. • Never tilt the mark. • Never crop any part of the mark.
• In a tastefully classic and respectful manner, take extreme care when using the mark over photos or using special effects (soft drop shadow, fade-ins, fade-outs, etc.).

Tone And Messaging

• All copy should adhere to the spirit of the Ball State brand. Messaging should be uplifting, welcoming, and inclusive but should also clearly and cleanly convey aspiration and promise. Be creative, friendly, and open while nurturing the ambition of the reader.
• Our message sets us apart from other universities. Finding the appropriate story, message, and tone— and employing these consistently across various media—is as important as selecting the right imagery and typefaces. These words can serve as points of reference and inspiration as you develop content.
• Aspirational Collaborative Commitment Community engaged Confident Connections Convergence Creative Discovery Distinctive Diverse Empowered Energetic Engaged Excellence Exhilarated Forward-looking Friendly Gratitude Hands-on research Idea execution Imaginative Immersive Impact Innovative Inspirational Intellectually curious Inventive Leadership Opportunities Outcomes Partnerships Passion Perfect size Personal Real-world Student-centered Success Supportive Technologically innovative Tinkerers Transformative Upward Vibrant Welcoming World-class

Brand Values

• The Ball State community lives the Beneficence Pledge, our commitment to excellence, honesty and integrity, social responsibility, gratitude, and respect for the inherent worth of every member of our community.
• Members of the Ball State Community… • pledge to maintain high standards of scholarship and excellence to work with students, faculty, and staff to strengthen teaching and learning on campus. • pledge to practice academic honesty to model and uphold academic integrity, to honor their peers and earn trust and respect from all members of the community. • pledge to act in a socially responsible way to treat each person in the Ball State community with civility, courtesy, compassion, and dignity; to respect the property and environment of the campus. • pledge to value the intrinsic worth of every member of the community to respect and learn from differences in people, ideas, and opinions.
• At Ball State University… • We study and learn together as partners in a quest for knowledge and truth. • We grow and mature individually and collectively. • We exceed expectations. • We transform lives—and communities. • We embrace the future with courage—and with gratitude. • We believe in a world that will become more beautiful, more free, and more just. And we believe that we can make that audacious dream come true. • We Fly
• At its core, the essence of our brand is the transformative experience we provide to our students. This core message consists of a few fundamental branding components: a set of key messages that convey more about our central theme, a visual symbol, and a themed tagline with relevant images. All of these elements are crucial to our success as we tell our story across campus and beyond.
• We spark intellectual curiosity. Spirited and motivated, we learn, grow, and take flight. Our faculty and staff-everyone in our community-treat students as partners, from day one. In classrooms and labs, on the sports fields, in immersive learning projects off campus-with agility and perseverance-Cardinals fly. We are grounded in our values, lifted by our knowledge, and go confidently upward toward ever greater opportunities. Ours is a simple promise: to challenge each other to excel. And with Beneficence as our guide, We Fly.
• Messaging should be uplifting, welcoming, and inclusive but should also clearly and cleanly convey aspiration and promise. Be creative, friendly, and open while nurturing the ambition of the reader.
• Propelled by an innovative, immersive approach to education and guided by clear and enduring values, Ball State University is on the minds and in the hearts of every potential student, elected official, and community leader. We are a source of pride for alumni and our community.
• We live the Beneficence Pledge because it is the right thing to do and it is intrinsic to our ultimate education goal: to propel students to successful careers and meaningful lives.
• We empower faculty, staff, and students because responsibility is assumed. We encourage them to take risks because we believe failure is a step closer to success. We insist faculty and students be learning partners because we understand the quest for knowledge and greater understanding is a shared experience. They are given freedom and flexibility, and they are expected to be engrossed and persistent. We know that flying is challenging, but it’s also exhilarating. So we foster a culture that believes in students, faculty, and staff, and we demand they believe in themselves.
• In addition to our key messages, we have developed writing style and usage guidelines to promote consistency throughout our Ball State messages: bsu.edu/brand/writing

Visual Style

• Ball State University’s design philosophy is rooted in Midwestern sensibilities, drawn on a foundation of formalized structure. Designs should be clean, simple, and straightforward. No pretenses. We take pride in being an institution grounded in tradition and embracing innovation, and all official University designs should reflect and respect this philosophy.
• Imagery should communicate a sense of aspiration and power. The objects in the photos should lift and reach toward potential, possibility, and greatness.
• To maintain legibility and quality, maintain a minimum clearance (safe zone) as indicated here between any part of the Ball State University institution brand mark and other elements. The x-height of the safe area is equal to the distance from the top of “Ball State” to the bottom of “University.”
• For visibility and impact, the Ball State University institutional brand mark should appear no smaller than 0.75 inches tall for the vertical mark and no smaller than 0.5 inches tall for the horizontal mark.
• Do not break apart the logo to fit into a space, as the integrity of the logo and legibility will be compromised.
• Cardinal red and white are the official colors of Ball State University.
• Consistent use of these colors will help the University build strong connections and affiliations, especially with external audiences.
• To ensure constancy and vibrancy, cardinal red should never be screened (tinted or set to a lower opacity than 100 percent). When a vendor has only standard color swatches that don’t match our specific red, make every effort to find the closest pure red (no burgundy, rust, orange, or pink tones). If a standard pure red is unavailable, use white or black.
• Cardinal Red Pantone Matching System (PMS) 200 RGB: 186, 12, 47 CMYK: 3, 100, 70, 12 HEX: #BA0C2F
• White PMS N/A RGB: 255, 255, 255 CMYK: 0, 0, 0, 0 HEX: #FFFFFF
• Gray PMS 425 RGB: 84, 88, 90 CMYK: 48, 29, 26, 76 HEX: #54585A
• Black PMS process black RGB: 0, 0, 0 CMYK: 0, 0, 0, 100 HEX: #000000
• Adhering to the following color reproduction guidelines will create a consistent image and maintain the visual impact of the mark. 1. When using a white background, the two-color version is preferred. 2. When appearing on a red background, the entire mark should reverse out to white. 3. When one-color printing is the only option, the mark needs to be displayed entirely in black or red (one color) on a white background. 4. Reverse on cardinal red is the preferred option. The secondary option (only if cardinal red is not available) is gray and should be used by special permission only. Do not use any element of the mark with a screen tint or lowered opacity.
• For consistency and legibility: • Never use the Ball State University institution brand mark in black on a dark background. • Never reverse the Ball State University institution brand mark to white on a light background. • Never change the colors of the mark. • Do not use any element of the logo with a screen tint or lowered opacity. • The mark should not reverse out of a solid color background other than red.
• To always ensure the mark is clear, visible, and fully legible, use special care when presenting it over photos. Make sure the mark’s placement is free from photo details, using minimum clear space requirements (see page 16). Over a light­colored area of the photo, use the two-color mark. Conversely, use a reverse-to-white presentation of the mark over a dark area of a photo.
• For consistency and legibility: • Never reconfigure the elements of the Ball State University institution brand mark. • Never stretch or distort the mark. • Never surround the mark with competing shapes or images. • Never tilt the mark. • Never crop any part of the mark.
• In a tastefully classic and respectful manner, take extreme care when using the mark over photos or using special effects (soft drop shadow, fade-ins, fade-outs, etc.).
• Part of the visual language of Ball State University is communicated through the use of type. Our branded font is Helvetica Neue LT Std (also labeled Neue Helvetica). The font was chosen to reflect the attitude of our institution: • Clear • Honest • Forward-thinking • Unpretentious
• It was a conscious decision during our rebranding period to limit the font choice available for official communications to one font to help solidify our visual branding.
• Helvetica Neue LT Std can be used in six weights, as both regular and italic. The combination of weights and italics offers modern, highly readable content. Using this contrast from headline to body copy creates visual interest and visual hierarchy.
• If you do not have the Helvetica Neue LT Std font, and cannot obtain it, acceptable replacements are TeX Gyre Heros or Roboto, which are available for free download. Open Sans may be used for digital body copy only. These replacement fonts should be used sparingly and should not be used in conjunction with Helvetica Neue. Marketing and Communications must approve any use of replacement fonts.

Layout And Composition

• To maintain legibility and quality, maintain a minimum clearance (safe zone) as indicated here between any part of the Ball State University institution brand mark and other elements. The x-height of the safe area is equal to the distance from the top of “Ball State” to the bottom of “University.”
• For visibility and impact, the Ball State University institutional brand mark should appear no smaller than 0.75 inches tall for the vertical mark and no smaller than 0.5 inches tall for the horizontal mark.
• Do not break apart the logo to fit into a space, as the integrity of the logo and legibility will be compromised.
• Vertical brand mark minimum height for reproduction is 0.75” or 54 pixels
• Horizontal brand mark minimum height for reproduction is 0.5” or 36 pixels
• Consistent use of these colors will help the University build strong connections and affiliations, especially with external audiences.
• To ensure constancy and vibrancy, cardinal red should never be screened (tinted or set to a lower opacity than 100 percent). When a vendor has only standard color swatches that don’t match our specific red, make every effort to find the closest pure red (no burgundy, rust, orange, or pink tones). If a standard pure red is unavailable, use white or black.
• Secondary colors are intended to assist as visual organizational elements such as tasteful callout features and sidebar boxes. Secondary colors must never replace or overwhelm cardinal red and should only serve to add to the design.
• Adhering to the following color reproduction guidelines will create a consistent image and maintain the visual impact of the mark. 1. When using a white background, the two-color version is preferred. 2. When appearing on a red background, the entire mark should reverse out to white. 3. When one-color printing is the only option, the mark needs to be displayed entirely in black or red (one color) on a white background. 4. Reverse on cardinal red is the preferred option. The secondary option (only if cardinal red is not available) is gray and should be used by special permission only.
• Do not use any element of the mark with a screen tint or lowered opacity.
• For consistency and legibility: • Never use the Ball State University institution brand mark in black on a dark background. • Never reverse the Ball State University institution brand mark to white on a light background. • Never change the colors of the mark. • Do not use any element of the logo with a screen tint or lowered opacity. • The mark should not reverse out of a solid color background other than red.
• To always ensure the mark is clear, visible, and fully legible, use special care when presenting it over photos. Make sure the mark’s placement is free from photo details, using minimum clear space requirements (see page 16). Over a light­colored area of the photo, use the two-color mark. Conversely, use a reverse-to-white presentation of the mark over a dark area of a photo.
• For consistency and legibility: • Never reconfigure the elements of the Ball State University institution brand mark. • Never stretch or distort the mark. • Never surround the mark with competing shapes or images. • Never tilt the mark. • Never crop any part of the mark.
• In a tastefully classic and respectful manner, take extreme care when using the mark over photos or using special effects (soft drop shadow, fade-ins, fade-outs, etc.).

Videography

• Like photography, videography is a reflection of our campus. No animations should be used with the logo. For video counsel, contact the Marketing and Communications team. Videography attributes include: • diversity representing our students, faculty, and programming • dynamic energy • innovation • expansive motion: 1. We want to echo the underlying expansion of the new Ball State University logo. Examples within the frame: dancers and basketball players. 2. For movement not possible from within the frame, the camera is set in motion. Examples from our TV commercials include Beneficence, concert pianist, children in the classroom, artist in the studio, Riverside student construction project, architectural lecture, and planetarium. 3. For camera-motivated movement, elements are placed in the foreground. These elements add a greater sense of depth and help increase the overall sense of movement. • footage equipment: 1. Alexa Mini, 6k resolution, assorted cinema primes, frame rates from 24-200 per second 2. Panasonic GH5, 5k resolution, assorted prime lenses 3. OJI Mavic Pro • lighting: 1. Use industry standard equipment. 2. Use a 10-ton grip truck for support. • all footage: 1. color-corrected 2. matched 3. graded • Any drone use must adhere to the Drone Policy; see the Office of Risk Management.

Music

• The custom music composed for the “We Fly” Brand Anthem should be used in any Ball State University branded videos that will need a music score or for audio/radio use.
• The Brand Anthem music was composed with these main thoughts: • building with momentum • joyous • hopeful • contemporary • light • bright • cinematic
• For access to the branded Ball State music bed, please contact Marketing and Communications.

Stationery Suite

• To conduct the official business of the University, this standard format is used for nearly all stationery needs. This presents a unified look. To further ensure a consistent presentation, Printing Services is the sole printer of the Ball State stationery suite on our official watermarked paper stock. For ordering information, contact Printing Services.
• The standard format accommodates up to three lines of contact information in the footer. No other elements may be added to University stationery without permission from Marketing and Communications. Secondary logos or marks are not permitted.
• Names of individuals are not permitted on official letterhead.
• Size: 8.5x11 inches
• Typography: College/Division name Neue bold, Pantone Matching System 200 red 9 point type over 11 point leading align centered
• Department or unit name Neue bold, 60 percent black 9 point type over 11 point leading align centered
• Suggested font for setting the body of the letter content is Helvetica Neue Roman
• Contact information Neue light, 100 percent black 8 point type align centered
• Margins 1.25 inches left and right 1.5 inches top and 1 inch bottom
• To conduct the official business of the University, this standard format is used for nearly all stationery needs. This presents a unified look. To further ensure a consistent presentation, Printing Services is the sole printer of the Ball State stationery suite on our official paper stock. For ordering information, contact Printing Services.
• Business card design should be formatted to the following examples.
• Size: 3.5x2 inches
• Typography: Name: Helvetica Neue bold, 10 point type over 10 point leading Title: Helvetica Neue Roman, 8 point type over 11 point leading College/Division Name: Helvetica Neue bold, 8 point type over 9.5 point leading (with .0625" spacing above) Department, Address, Phone, Email, and URL: Helvetica Neue Roman, 8 point type over 9.5 point leading (with .0625" spacing above address, email, and URL)
• For ordering information, contact Printing Services.
• Envelope design should include the brand mark with division name and address as formatted to the following example.
• Size: 9.5x4.125 inches
• Typography: Return address block: Helvetica Neue Roman, 8 point type over 10 point leading

Business Card

• To conduct the official business of the University, this standard format is used for nearly all stationery needs. This presents a unified look. To further ensure a consistent presentation, Printing Services is the sole printer of the Ball State stationery suite on our official paper stock. For ordering information, contact Printing Services.
• Business card design should be formatted to the following examples.
• Size: 3.5x2 inches
• Typography: Name: Helvetica Neue bold, 10 point type over 10 point leading
• Title: Helvetica Neue Roman, 8 point type over 11 point leading
• College/Division Name: Helvetica Neue bold, 8 point type over 9.5 point leading (with .0625" spacing above)
• Department, Address, Phone, Email, and URL: Helvetica Neue Roman, 8 point type over 9.5 point leading (with .0625" spacing above address, email, and URL)
• For ordering information, contact Printing Services.

Envelope Design

• To conduct the official business of the University, this standard format is used for nearly all stationery needs. This presents a unified look. To further ensure a consistent presentation, Printing Services is the sole printer of the Ball State stationery suite on our official paper stock. For ordering information, contact Printing Services.
• Envelope design should include the brand mark with division name and address as formatted to the following example.
• Size: 9.5x4.125 inches
• Typography: Return address block: Helvetica Neue Roman, 8 point type over 10 point leading

Department And Unit Branding

• Upon request, the Marketing and Communications team will create unit-specific marks for offices, departments, schools, colleges, centers, labs, and other official units within Ball State University. This reflects the formal name of units as determined by the University. Per University policy, independently created logos are not official, nor Ball State brand compliant and cannot be used in any medium.
• Some instances may warrant a department or center name without the college or division name above it. When the names are shorter than 14-16 characters, an alternative format may be used. See example in Section A
• On-campus directional signs signage Facilities is responsible for all directional and campus signage. Signs follow approved standards for ADA compliance, etc. Contact Facilities for this need.
• All Ball State University marks referenced here are registered trademarks or pending trademark approval and must be used with permission. Request permission through umc@bsu.edu.
• Contact the Marketing and Communications team to request a department or unit mark. Do not re-create these marks.

Athletics Mark

• The mark for men’s and women’s intercollegiate athletics is called the University Cardinal mark. This spirit mark is reserved for official athletics business as determined by Intercollegiate Athletics: official stationery, business cards, sports advertising, uniforms, publications, programs, and licensed apparel and novelties.
• Permission to use the official University Cardinal mark for noncommercial uses must be obtained from Intercollegiate Athletics at 765-285-3242.
• Permission to use the official University Cardinal mark for commercial uses such as sportswear and novelty items must be obtained from Trademark Licensing at 765-285-1104.

University Seal

• The Ball State University Seal is used by permission only and is reserved solely for limited, top-level, official University needs, such as diplomas, transcripts, contractual documents requiring a seal, and certain Office of the President needs. The seal is not to be substituted for the Ball State University institution brand mark.

Centennial Mark

• Our institution will be celebrating its centennial for the full academic year of 2018. This mark must be used with permission from the Centennial Review Commit­tee and is to be used only for items hitting the market after July 1, 2018. This mark will be retired from official usage at the conclusion of our centennial celebration, in June 2019.
• This mark may only be used in its entirety, using the same guidelines as outlined earlier in this chapter for our official marks.

Drone Policy

• Any drone use must adhere to the Drone Policy; see the Office of Risk Management.

Publication Design

• Cardinal red and white are the official colors of Ball State University. These colors unite every unit, from academic areas to athletics to the Ball State University Foundation to recruitment.
• Consistent use of these colors will help the University build strong connections and affiliations, especially with external audiences.
• To ensure constancy and vibrancy, cardinal red should never be screened (tinted or set to a lower opacity than 100 percent). When a vendor has only standard color swatches that don’t match our specific red, make every effort to find the closest pure red (no burgundy, rust, orange, or pink tones). If a standard pure red is unavailable, use white or black.
• Cardinal Red Pantone Matching System (PMS) 200 RGB: 186, 12, 47 CMYK: 3, 100, 70, 12 HEX: #BA0C2F
• White PMS N/A RGB: 255, 255, 255 CMYK: 0, 0, 0, 0 HEX: #FFFFFF
• Gray PMS 425 RGB: 84, 88, 90 CMYK: 48, 29, 26, 76 HEX: #54585A
• Black PMS process black RGB: 0, 0, 0 CMYK: 0, 0, 0, 100 HEX: #000000
• Secondary colors are intended to assist as visual organizational elements such as tasteful callout features and sidebar boxes. Secondary colors must never replace or overwhelm cardinal red and should only serve to add to the design.
• If you need to make an exception to these guidelines, please contact the Marketing and Communications team.
• Adhering to the following color reproduction guidelines will create a consistent image and maintain the visual impact of the mark. 1. When using a white background, the two-color version is preferred. 2. When appearing on a red background, the entire mark should reverse out to white. 3. When one-color printing is the only option, the mark needs to be displayed entirely in black or red (one color) on a white background. 4. Reverse on cardinal red is the preferred option. The secondary option (only if cardinal red is not available) is gray and should be used by special permission only.
• Do not use any element of the mark with a screen tint or lowered opacity.
• For consistency and legibility: • Never use the Ball State University institution brand mark in black on a dark background. • Never reverse the Ball State University institution brand mark to white on a light background. • Never change the colors of the mark. • Do not use any element of the logo with a screen tint or lowered opacity. • The mark should not reverse out of a solid color background other than red.
• To always ensure the mark is clear, visible, and fully legible, use special care when presenting it over photos. Make sure the mark’s placement is free from photo details, using minimum clear space requirements (see page 16). Over a light­colored area of the photo, use the two-color mark. Conversely, use a reverse-to-white presentation of the mark over a dark area of a photo.
• Upon request, the Marketing and Communications team will create unit-specific marks for offices, departments, schools, colleges, centers, labs, and other official units within Ball State University. This reflects the formal name of units as determined by the University. Per University policy, independently created logos are not official, nor Ball State brand compliant and cannot be used in any medium.
• All Ball State University marks referenced here are registered trademarks or pending trademark approval and must be used with permission. Request permission through umc@bsu.edu.
• Contact the Marketing and Communications team to request a department or unit mark. Do not re-create these marks.
• For consistency and legibility: • Never reconfigure the elements of the Ball State University institution brand mark. • Never stretch or distort the mark. • Never surround the mark with competing shapes or images. • Never tilt the mark. • Never crop any part of the mark.
• In a tastefully classic and respectful manner, take extreme care when using the mark over photos or using special effects (soft drop shadow, fade-ins, fade-outs, etc.).
• If you need to make an exception, please contact the Marketing and Communications team.

Signage

• Applications of the official Ball State University institution brand mark include: • University identity • “endorsement” on printed and web pages • stationery suite • business forms and marketing communications • correspondence with research and peer institutions or professional audiences • building signage • vehicle identification
• On-campus directional signs signage Facilities is responsible for all directional and campus signage. Signs follow approved standards for ADA compliance, etc. Contact Facilities for this need.

Printing Services

• Printing Services is the sole printer of the Ball State stationery suite on our official watermarked paper stock. For ordering information, contact Printing Services.
• No other elements may be added to University stationery without permission from Marketing and Communications. Secondary logos or marks are not permitted.
• Names of individuals are not permitted on official letterhead.
• Printing Services is the sole printer of the Ball State stationery suite on our official paper stock. For ordering information, contact Printing Services.
• For ordering information, contact Printing Services.

Copyright Trademarks Licensing

• All Ball State University marks referenced here are registered trademarks or pending trademark approval and must be used with permission. Request permission through umc@bsu.edu. Do not recreate these marks.
• All Ball State University marks referenced here are registered trademarks or pending trademark approval and must be used with permission. Request permission through umc@bsu.edu.
• Per University policy, independently created logos are not official, nor Ball State brand compliant and cannot be used in any medium.
• Contact the Marketing and Communications team to request a department or unit mark. Do not re-create these marks.
• Permission to use the official University Cardinal mark for noncommercial uses must be obtained from Intercollegiate Athletics at 765-285-3242.
• Permission to use the official University Cardinal mark for commercial uses such as sportswear and novelty items must be obtained from Trademark Licensing at 765-285-1104.
• The Ball State University Seal is used by permission only and is reserved solely for limited, top-level, official University needs, such as diplomas, transcripts, contractual documents requiring a seal, and certain Office of the President needs. The seal is not to be substituted for the Ball State University institution brand mark.
• This mark must be used with permission from the Centennial Review Commit­tee and is to be used only for items hitting the market after July 1, 2018. This mark will be retired from official usage at the conclusion of our centennial celebration, in June 2019.
• This mark may only be used in its entirety, using the same guidelines as outlined earlier in this chapter for our official marks.

Recruitment Materials

• Cardinal red and white are the official colors of Ball State University. These colors unite every unit, from academic areas to athletics to the Ball State University Foundation to recruitment.
• Consistent use of these colors will help the University build strong connections and affiliations, especially with external audiences.
• To ensure constancy and vibrancy, cardinal red should never be screened (tinted or set to a lower opacity than 100 percent). When a vendor has only standard color swatches that don’t match our specific red, make every effort to find the closest pure red (no burgundy, rust, orange, or pink tones). If a standard pure red is unavailable, use white or black.
• Cardinal Red Pantone Matching System (PMS) 200 RGB: 186, 12, 47 CMYK: 3, 100, 70, 12 HEX: #BA0C2F
• White PMS N/A RGB: 255, 255, 255 CMYK: 0, 0, 0, 0 HEX: #FFFFFF

Writing Styles And Guidelines

• All copy should adhere to the spirit of the Ball State brand. Messaging should be uplifting, welcoming, and inclusive but should also clearly and cleanly convey aspiration and promise. Be creative, friendly, and open while nurturing the ambition of the reader.
• In addition to our key messages, we have developed writing style and usage guidelines to promote consistency throughout our Ball State messages: bsu.edu/brand/writing

Additional Properties

Employees History