Brandeis Business School

📋 1 Guidelines

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Sector

University

Region

Usa

Guideline Year

2013

Language

English

Tags

Education

Official Websites

Brand Guidelines

2013

Brand Summary

Mission
  • Brandeis International Business School provides an education grounded in rigorous economic and financial theory and gives students the knowledge, skills and experiences they need to build rewarding lives as citizens and professionals in the global economy. The school is located in close proximity to Boston, Massachusetts, and is part of Brandeis University, one of the world’s leading research universities [^1].
Core Values
  • Global Reach
  • Intellectual Depth
  • Human Touch
  • Ethical business practices
  • Cross-cultural sensitivity
  • Sustainability
Target Audience
  • Prospective and current students, faculty and staff, employers, alumni, donors, and the media, with a focus on individuals from over 60 countries seeking to thrive in the global economy [^2].
Personality Traits
  • Approachable
  • Straightforward
  • Multicultural
  • Professional
  • Inclusive
  • Friendly
Visual Identity Overview
  • The visual identity centers on the Brandeis IBS Wordmark and Signature, using a consistent family of identifiers. The primary color is Brandeis IBS Blue, with secondary and accent colors (Teal, Red, Yellow, Blue) specified for various applications. Typography guidelines mandate Gotham and Avenir as primary typefaces, with Arial as an alternative. Photography emphasizes vitality, diversity, and authenticity. Layouts are clean, modern, and professional, with strict rules for logo usage, clear space, and minimum sizes [^3].

Categories

Brand Voice
  • Although different types of communications may call for variations in voice and tone, aim for the overall Brandeis IBS brand to be approachable, straightforward and multicultural.
  • Brandeis IBS is accessible, inclusive and friendly. Use a professional yet inviting tone that also emphasizes the human touch and the warm, helpful culture of the school.
  • Use language, designs and visual cues that are simple, direct and uncluttered. Communicate your message using carefully chosen words that provide a lot of information clearly and succinctly.
  • Brandeis IBS is comprised of a diverse community of students from 60 countries. Emphasize and reflect its global and colorful nature. Also avoid idioms that may not be clear to those who are not native speakers of English.
  • Specific sections within the site or specific communications will stress certain voice characteristics over others. Your primary goal is to engage your particular audience emotionally with relevant content and messages.
  • “At Brandeis IBS, global fluency means more than language. It means having a firm grasp of cultural nuance and subtlety; recognizing the interplay of economic, political and social forces; understanding the dynamics of cross-border commerce; and finding opportunity in volatility across global markets. It means knowing how the world works and being able to thrive in it.”
Brand Imagery
  • Photography is an integral part ofthe Brandeis IBS brand. Selected photographs should capture the vitality ofthe Brandeis IBS community, show the diversity of students from all over the world, and focus on groups of students working or socializing together. Photography should communicate the high quality, professional standards of Brandeis IBS without losing the vitality, spontaneity or authenticity of the images.
  • Flag imagery is used as a branding element across communications materials, and represents our branding messages. Flag imagery can be used on any print or digital communication as a background element.
  • Use provided flag photography.
  • DoN’T Use stock imagery.
  • Chosen photos are dynamic and authentic (not staged or phony looking). Environments should display interactions rather than individuals in isola­tion, and should feel warm, supportive, inspired, enthusiastic, motivated and professional.
  • Use warm, natural, inspired photos.
  • DoN’T Use posed, static, uninviting photos.
  • Flag photography files can be downloaded at brandeis.edu/global/brand.
  • Documentary-style photography files can be downloaded at brandeis.edu/global/brand.
Typography
  • The primary typefaces (often referred to as ‘fonts’) for creative materials are Gotham and Avenir. The typefaces are always used together – Gotham for ALL CAPS treatments and Avenir for upper and lowercase treatments. These typefaces are found in software such as Adobe Creative Suite and are often used by designers. They should be used in our communications whenever possible.
  • note If you do not have these typefaces on your computer and, for materials created in-house, the alternative is Arial. This comes pre-installed with the Microsoft Office Suite. Please refer to the Alternative Typeface guidelines on page 27 for more information.
  • Gotham: Always appears in ALL CAPS. Use foR titles, headlines, call outs
  • Avenir: Always appears in upper/lowercase to provide maximum legibility. Use foR text
  • Arial is used as a substitute for both Primary Typefaces. When the use of Gotham and Avenir is not available, Arial is to be used for both ALL CAPS text, as well as for uppercase and lowercase text.
  • For all uses as an alternative to Gotham or Avenir. Use foR titles, headlines, call outs and text
  • As a reminder, always use the Primary Typefaces whenever possible. The table below shows when to use the Primary Typefaces vs. the Alternative Typeface.
  • Adobe Creative Suite Programs: Primary Typefaces; Microsoft Office Programs: Alternative Typeface
Logo Usage
  • Do not Alter the Brandeis IBS Wordmark in any way.
  • Do not Recreate the wordmark with any font or change the formatting. Always use one of the three options provided (as shown above).
  • For examples of how the wordmark should appear in communications materials please see pages 29-44.
  • Always use the appropriate identifier file. Identifier files can be downloaded at: brandeis.edu/global/brand.
  • The identifier should have a minimum amount of clear space around it to ensure its integrity and visibility.
  • A clear area should be created around the identifier that is based on the height of an element within the identifier (marked ‘x’ in the diagrams below). On all sides of the identifier, the clear space is measured as ‘x’ from the outside shape.
  • BRANDEIS IBS WORDMARK Requires a clear space based on the height of the letter “B” in Brandeis, marked x1 in the diagram below.
  • BRANDEIS IBS SIGNATURE Requires a clear space based on the height of the letter “B” in Brandeis, marked x2 in the diagram below.
  • These regulations apply to all three versions of the Brandeis IBS Wordmark (see page 13 for reference).
  • In order to maintain legibility and clarity within the visual identifier, the identifier files should never be reproduced smaller than the sizes outlined below. The minimum display size applies to both physical and digital communications.
  • BrandeiS iBS WordMark Smallest acceptable height: DiGiTAl B = 6 pixels (px) PhysiCAl B = 6 points (pt)
  • BrandeiS iBS SiGnature Smallest acceptable height: DiGiTAl 27 pixels (px) PhysiCAl 27 points (pt)
  • Display the identifier in color whenever possible. For print communications, it is preferable to use spot colors (Pantone) rather than 4-color process (CMYK).
  • When color is not an option, the visual identifier should only be shown in 100% black (never a tint of black) or reversed out to white. Please see page 17 for guidance on using the visual identifier in reversed-out white.
  • BrandeiS iBS WordMark Always use the supplied 1-color file for black and white reproductions, displayed at 100% black (never a tint of black).
  • BrandeiS iBS SiGnature Always use the supplied 1-color file for black and white reproductions, displayed at 100% black (never a tint of black).
  • Wordmark and signature files can be downloaded at brandeis.edu/global/brand
  • Always use the supplied reversed identifier file for reversed reproduc­tions. When placed on a dark background, the identifier should appear in 100% white (never a tint of white).
  • BRANDEIS IBS WORDMARK Appears in 100% white (never a tint of white) when used over dark backgrounds.
  • BRANDEIS IBS SIGNATURE Appears in 100% white (never a tint of white) when used over dark backgrounds.
  • To ensure proper legibility ofthe identifiers and consistent expression of the Brandeis IBS brand, the identifier must never be altered, distorted, or recreated.
  • DO Use the appropriate artwork file.
  • DON’T Skew or distort the identifier.
  • DON’T Alter the identifier’s perspective.
  • DON’T Change the color of the identifier.
  • DON’T Use with patterns or textures.
  • DON’T Alter configuration or size relationships.
  • A lock-up is a well-defined relationship between visual components, which are sized and positioned at the correct configuration for all communications. The lock-up may be scaled as a unit but not altered.
  • Lock-up files are provided for every Office, Program, Center or Initiative at Brandeis IBS. There is one lock-up style shared throughout each category. The name of each appears directly beneath the Brandeis IBS Wordmark.
  • Always consult with your Brandeis IBS contact when using the Office, Program, Center, or Initiative lock-ups and always use the appropriate file. The files will contain live (editable) type for the name of any Office, Program, Center, or Institute in the event that updates are needed. It is always recommended to use at least two words per line.
  • Do not alter the type or change the formatting of the Brandeis IBS Wordmark within the lock-up.
  • These lock-ups follow the regulations (clear space, minimum size, etc.) of the Brandeis IBS Wordmark (listed on pages 14-18).
Tone And Messaging
  • Although different types of communications may call for variations in voice and tone, aim for the overall Brandeis IBS brand to be approachable, straightforward and multicultural.
  • Brandeis IBS is accessible, inclusive and friendly. Use a professional yet inviting tone that also emphasizes the human touch and the warm, helpful culture of the school.
  • Use language, designs and visual cues that are simple, direct and uncluttered. Communicate your message using carefully chosen words that provide a lot of information clearly and succinctly.
  • Brandeis IBS is comprised of a diverse community of students from 60 countries. Emphasize and reflect its global and colorful nature. Also avoid idioms that may not be clear to those who are not native speakers of English.
  • Specific sections within the site or specific communications will stress certain voice characteristics over others. Your primary goal is to engage your particular audience emotionally with relevant content and messages.
  • The World Ready tag line connects to three supporting messages which serve as organizing principles to guide the writing of school communications: Global Reach, Intellectual Depth and Human Touch.
  • When World Ready appears in text use intial capitals only. It can also appear in ALL CAPS in ALL CAP HEADLINES, but not in ALL CAPS by itself within a headline that is not entirely set in ALL CAPS. It should never be used with “quotation marks” or set in italics. When used as a stand-alone tag line in communications, it should be reproduced from an image file, not set in type.
  • do Consistently capitalize World Ready.
  • Don’t × Inconsistently capitalize World Ready.
  • Don’t × Use quotation marks or italics with World Ready.
  • For more on tag line style guidelines please see page 20.
  • World Ready should be used to communicate the benefits of Brandeis IBS to prospective and current students, to faculty and staff, to employers, to alumni, to donors and to the media.
  • Global Reach • Students come to us from over 60 countries on six continents. • We prepare global citizens who graduate with knowledge and skills that are highly valued in the global economy. • The curriculum focuses on the study of global business, finance and economics. • We have exceptional career services – and a database of 2,000 employers around the world – to help students make connections and learn skills they need for career success. • Brandeis IBS has more than 2,200 engaged alumni from over 100 countries. The school’s vibrant global network allows for intimate personal connections and diverse professional opportunities locally and abroad.
  • Intellectual Depth • Brandeis IBS is a part of Brandeis University, one of the world’s leading research universities. • Students engage with a world-class faculty of renowned Thought Leaders and seasoned practitioners. • Our rigorous academic program is tailored to students’ career goals, offering a variety of degree options and specializations. • Our challenging curriculum forms the foundation for a transformational learning experience which blends academic theory with real-world practice.
  • Human Touch • Brandeis IBS is a close-knit community of 500 motivated students who respect and celebrate cultural diversity. • Students prepare for careers in the real world at an institution that emphasizes teamwork across countries and immersion experiences abroad. • Vibrant clubs provide opportunities for students to gain experience organizing teams and learning vital leadership skills. • Students graduate with an international network already in place, as their classmates pursue professions around the globe.
  • On certain external communication pieces it will be necessary to give a succinct overview of Brandeis IBS. This is boilerplate text: Brandeis International Business School provides an education grounded in rigorous economic and financial theory and gives students the knowledge, skills and experiences they need to build rewarding lives as citizens and professionals in the global economy. The school is located in close proximity to Boston, Massachusetts, and is part of Brandeis University, one of the world’s leading research universities.
  • note For your convenience, the boilerplate text is available in editable form for use in communications at: brandeis.edu/global/brand, but it is important that it be consistent throughout Brandeis IBS communications, so the language should never be modified in any way.
Brand Values
  • The essence of the Brandeis IBS brand is distilled in our tag line: World Ready.
  • This phrase succinctly captures the two key attributes that define our school: 1) the global perspective and expertise that is deeply woven into our history and our community, and 2) the ways we provide our students and alumni with the intellectual tools and cultural experiences they need to make significant contributions in the professional practice of finance, economics and business in a global environment.
  • World Ready should be used to communicate the benefits of Brandeis IBS to prospective and current students, to faculty and staff, to employers, to alumni, to donors and to the media.
  • World Ready Means Global Fluency. At Brandeis IBS, fluency means having a firm grasp of cultural nuance and subtlety; recognizing the interplay of economic, political and social forces; understanding the dynamics of cross-border commerce; and finding opportunity in volatility across global markets.
  • World Ready Means World Experts. Students are challenged intellectually by the prestigious and accomplished faculty of one of the top research universities in the world.
  • World Ready Means Analytic Rigor. Students gain experience with sophisticated global financial models and advanced analytical tools, meaning they are ready to add value on day one.
  • World Ready Means Collaboration. In today’s business world, collaboration produces big pay-offs, and students graduate with the ability to lead diverse teams toward identified goals.
  • World Ready Means Thought and Action. A powerful combination of business theory and hands-on practice teaches students to translate insightful thought into meaningful action.
  • World Ready Means Ready to Add Value. Students graduate ready to tackle complex challenges and achieve measurable results.
  • World Ready Means Global Network. Yes, it’s what you know. But it’s also who you know. In our diverse campus community, students build a powerful network with a global reach.
  • World Ready Means World Class. Our campus is at Brandeis University, one of the world’s leading research universities, and located just outside the world-class city of Boston, a thriving international hub for innovation in business, finance, technology and education.
  • World Ready Means Our World. At Brandeis IBS you will learn more about how great global organizations ensure ethical business practices, demonstrate cross-cultural sensitivity and integrate environmentally and financially sustainable practices in their communities.
  • The World Ready tag line connects to three supporting messages which serve as organizing principles to guide the writing of school communications: Global Reach, Intellectual Depth and Human Touch.
  • Global Reach • Students come to us from over 60 countries on six continents. • We prepare global citizens who graduate with knowledge and skills that are highly valued in the global economy. • The curriculum focuses on the study of global business, finance and economics. • We have exceptional career services – and a database of 2,000 employers around the world – to help students make connections and learn skills they need for career success. • Brandeis IBS has more than 2,200 engaged alumni from over 100 countries. The school’s vibrant global network allows for intimate personal connections and diverse professional opportunities locally and abroad.
  • Intellectual Depth • Brandeis IBS is a part of Brandeis University, one of the world’s leading research universities. • Students engage with a world-class faculty of renowned Thought Leaders and seasoned practitioners. • Our rigorous academic program is tailored to students’ career goals, offering a variety of degree options and specializations. • Our challenging curriculum forms the foundation for a transformational learning experience which blends academic theory with real-world practice.
  • Human Touch • Brandeis IBS is a close-knit community of 500 motivated students who respect and celebrate cultural diversity. • Students prepare for careers in the real world at an institution that emphasizes teamwork across countries and immersion experiences abroad. • Vibrant clubs provide opportunities for students to gain experience organizing teams and learning vital leadership skills. • Students graduate with an international network already in place, as their classmates pursue professions around the globe.
Visual Style
  • The visual identifiers are the core of the visual identity for the Brandeis IBS brand. The visual identifier family consists of two components: the Brandeis IBS Wordmark and the Brandeis IBS Signature.
  • This mark serves as the primary branding element and is used on all Brandeis IBS communications. Three separate options of the wordmark are provided to accommodate varying space limitations.
  • DO NOT Alter the Brandeis IBS Wordmark in any way.
  • DO NOT Recreate the wordmark with any font or change the formatting. Always use one of the three options provided (as shown above).
  • The signature will appear on every piece of external-facing Brandeis IBS communications or any materials that warrant an emphasis on the connection to Brandeis University. It does not need to appear on internal-facing communications or when audiences are familiar with the Brandeis University connection.
  • When joined by the wordmark, the signature will appear in a small size at the lower edge or back side of the piece.
  • Always use the appropriate identifier file. Identifier files can be downloaded at: brandeis.edu/global/brand.
  • The identifier should have a minimum amount of clear space around it to ensure its integrity and visibility.
  • A clear area should be created around the identifier that is based on the height of an element within the identifier (marked ‘x’ in the diagrams below). On all sides of the identifier, the clear space is measured as ‘x’ from the outside shape.
  • BRANDEIS IBS WORDMARK Requires a clear space based on the height of the letter “B” in Brandeis, marked x1 in the diagram below.
  • BRANDEIS IBS SIGNATURE Requires a clear space based on the height of the letter “B” in Brandeis, marked x2 in the diagram below.
  • In order to maintain legibility and clarity within the visual identifier, the identifier files should never be reproduced smaller than the sizes outlined below. The minimum display size applies to both physical and digital communications.
  • BrandeiS iBS WordMark Smallest acceptable height: DiGiTAl B = 6 pixels (px) PhysiCAl B = 6 points (pt)
  • BrandeiS iBS SiGnature Smallest acceptable height: DiGiTAl 27 pixels (px) PhysiCAl 27 points (pt)
  • Display the identifier in color whenever possible. For print communications, it is preferable to use spot colors (Pantone) rather than 4-color process (CMYK).
  • When color is not an option, the visual identifier should only be shown in 100% black (never a tint of black) or reversed out to white.
  • Always use the supplied 1-color file for black and white reproductions, displayed at 100% black (never a tint of black).
  • Always use the supplied reversed identifier file for reversed reproductions. When placed on a dark background, the identifier should appear in 100% white (never a tint of white).
  • BRANDEIS IBS WORDMARK Appears in 100% white (never a tint of white) when used over dark backgrounds.
  • BRANDEIS IBS SIGNATURE Appears in 100% white (never a tint of white) when used over dark backgrounds.
  • To ensure proper legibility of the identifiers and consistent expression of the Brandeis IBS brand, the identifier must never be altered, distorted, or recreated.
  • DO Use the appropriate artwork file.
  • DON’T Skew or distort the identifier.
  • DON’T Alter the identifier’s perspective.
  • DON’T Change the color of the identifier.
  • DON’T Use with patterns or textures.
  • DON’T Alter configuration or size relationships.
Layout And Composition
  • Do NOT Alter the Brandeis IBS Wordmark in any way.
  • Do NOT Recreate the wordmark with any font or change the formatting. Always use one of the three options provided (as shown above).
  • When joined by the wordmark, the signature will appear in a small size at the lower edge or back side of the piece. For examples of when the signature should be used, and how the signature should appear in relation to the wordmark, please see pages 14-18.
  • The identifier should have a minimum amount of clear space around it to ensure its integrity and visibility.
  • A clear area should be created around the identifier that is based on the height of an element within the identifier (marked ‘x’ in the diagrams below). On all sides of the identifier, the clear space is measured as ‘x’ from the outside shape.
  • BRANDEIS IBS WORDMARK Requires a clear space based on the height of the letter “B” in Brandeis, marked x1 in the diagram below.
  • BRANDEIS IBS SIGNATURE Requires a clear space based on the height of the letter “B” in Brandeis, marked x2 in the diagram below.
  • In order to maintain legibility and clarity within the visual identifier, the identifier files should never be reproduced smaller than the sizes outlined below. The minimum display size applies to both physical and digital communications.
  • BrandeiS iBS WordMark Smallest acceptable height: DiGiTAl B = 6 pixels (px) PhysiCAl B = 6 points (pt)
  • BrandeiS iBS SiGnature Smallest acceptable height: DiGiTAl 27 pixels (px) PhysiCAl 27 points (pt)
  • Display the identifier in color whenever possible. For print communications, it is preferable to use spot colors (Pantone) rather than 4-color process (CMYK).
  • When color is not an option, the visual identifier should only be shown in 100% black (never a tint of black) or reversed out to white. Please see page 17 for guidance on using the visual identifier in reversed-out white.
  • BrandeiS iBS WordMark Always use the supplied 1-color file for black and white reproductions, displayed at 100% black (never a tint of black).
  • BrandeiS iBS SiGnature Always use the supplied 1-color file for black and white reproductions, displayed at 100% black (never a tint of black).
  • Always use the supplied reversed identifier file for reversed reproduc­tions. When placed on a dark background, the identifier should appear in 100% white (never a tint of white).
  • BRANDEIS IBS WORDMARK Appears in 100% white (never a tint of white) when used over dark backgrounds.
  • BRANDEIS IBS SIGNATURE Appears in 100% white (never a tint of white) when used over dark backgrounds.
  • To ensure proper legibility ofthe identifiers and consistent expression of the Brandeis IBS brand, the identifier must never be altered, distorted, or recreated.
  • DO Use the appropriate artwork file.
  • DON’T Skew or distort the identifier.
  • DON’T Alter the identifier’s perspective.
  • DON’T Change the color of the identifier.
  • DON’T Use with patterns or textures.
  • DON’T Alter configuration or size relationships.
  • A lock-up is a well-defined relationship between visual components, which are sized and positioned at the correct configuration for all communications. The lock-up may be scaled as a unit but not altered.
  • Lock-up files are provided for every Office, Program, Center or Initiative at Brandeis IBS. There is one lock-up style shared throughout each category. The name of each appears directly beneath the Brandeis IBS Wordmark.
  • Do not alter the type or change the formatting of the Brandeis IBS Wordmark within the lock-up.
  • These lock-ups follow the regulations (clear space, minimum size, etc.) of the Brandeis IBS Wordmark (listed on pages 14-18).
  • Always appears to the right of the Brandeis IBS Wordmark. Should be displayed at an equal or smaller size, and anchored to the right edge of any surrounding background shape.
  • Requires a clear space based on the height of the letter “W” in World, marked ‘x’ in the diagram.
  • Smallest acceptable size: DiGiTAl 27 pixels (px) / 12 pixels (px) PhysiCAl 27 points (pt) / 12 points (pt)
  • Always use the supplied 1-color file for 1-color reproduction in black or another spot color. Never reproduce the tag line in a tint of the spot color.
  • Use the tag line only over light-colored or photographic backgrounds. It should always be anchored to the right edge of the background.
  • To ensure proper legibility of the tag line and consistent expression of the Brandies IBS brand, the tag line must never be altered, distorted, or recreated in communications.
  • do Use the appropriate artwork file and correct configuration.
  • do Comply with Don’t guidelines for the Visual Identifier Family on page 18.
Digital Guidelines
  • The minimum display size applies to both physical and digital communications. BrandeiS iBS WordMark Smallest acceptable height: DiGiTAl B = 6 pixels (px) BrandeiS iBS SiGnature Smallest acceptable height: DiGiTAl 27 pixels (px)
  • Display the identifier in color whenever possible. For print communications, it is preferable to use spot colors (Pantone) rather than 4-color process (CMYK). When color is not an option, the visual identifier should only be shown in 100% black (never a tint of black) or reversed out to white. Please see page 17 for guidance on using the visual identifier in reversed-out white. BrandeiS iBS WordMark Always use the supplied 1-color file for black and white reproductions, displayed at 100% black (never a tint of black). BrandeiS iBS SiGnature Always use the supplied 1-color file for black and white reproductions, displayed at 100% black (never a tint of black). Wordmark and signature files can be downloaded at brandeis.edu/global/brand
  • Always use the supplied reversed identifier file for reversed reproduc­tions. When placed on a dark background, the identifier should appear in 100% white (never a tint of white). BRANDEIS IBS WORDMARK Appears in 100% white (never a tint of white) when used over dark backgrounds. BRANDEIS IBS SIGNATURE Appears in 100% white (never a tint of white) when used over dark backgrounds.
  • The primary color is ideal for use in: • Headlines • Large areas of text • Large background shapes Always use the designated color values for physical and digital Brandeis IBS communications. Do not use a tint of the primary color. Always use the primary color at 100% saturation. pantone color is used in physical applications whenever possible to reinforce the visual brand identity. CMYK designation is used for physical applications as an alternative to PANTONE (with the exception of any Microsoft Office documents, which use RGB). RGB values are used for any digital communications (excluding websites and e-communications), and all Microsoft Office documents (physical or digital). Hex values are used for any digital communications (excluding websites and e-communications). The value is an exact match to RGB. WeB Hex values are designated so websites and e-communications can meet accessibility requirements. This compliance will ensure that people with disabilities can use Brandeis IBS online communications.
  • The secondary color is ideal for use in: • Subheadlines • Call out text • Smaller background shapes Always use the designated color values for physical and digital Brandeis IBS communications. Do not use a tint of a secondary color. Always use the secondary color at 100% saturation. pantone color is used in physical applications whenever possible to reinforce the visual brand identity. CMYK designation is used for physical applications as an alternative to PANTONE (with the exception of Microsoft Office documents, which use RGB). RGB values are used for any digital communications (excluding websites and e-communications), and all Microsoft Office documents (physical or digital). Hex values are used for any digital communications (excluding websites and e-communications). The value is an exact match to RGB. WeB Hex values are designated so websites and e-communications can meet accessibility requirements. This compliance will ensure that people with disabilities can use Brandeis IBS online communications.
  • Accent colors are ideal for use in: • Highlights within areas of text (such as URLs) • Accent shapes Always use the designated color values for physical and digital Brandeis IBS communications. note Accent colors can be applied as tints. pantone color is used in physical applications whenever possible to reinforce the visual brand identity. CMYK designation is used for physical applications as an alternative to PANTONE (with the exception of Microsoft Office documents, which use RGB). RGB values are used for any digital communications (excluding websites and e-communications), and all Microsoft Office documents (physical or digital). Hex values are used for any digital communications (excluding websites and e-communications). The value is an exact match to RGB. WeB Hex values are designated so websites and e-communications can meet accessibility requirements. This compliance will ensure that people with disabilities can use Brandeis IBS online communications.
  • The primary typefaces (often referred to as ‘fonts’) for creative materials are Gotham and Avenir. The typefaces are always used together – Gotham for ALL CAPS treatments and Avenir for upper and lowercase treatments. These typefaces are found in software such as Adobe Creative Suite and are often used by designers. They should be used in our communications whenever possible. note If you do not have these typefaces on your computer and, for materials created in-house, the alternative is Arial. This comes pre-installed with the Microsoft Office Suite. Please refer to the Alternative Typeface guidelines on page 27 for more information.
  • Arial is used as a substitute for both Primary Typefaces. When the use of Gotham and Avenir is not available, Arial is to be used for both ALL CAPS text, as well as for uppercase and lowercase text.
  • As a reminder, always use the Primary Typefaces whenever possible. The table below shows when to use the Primary Typefaces vs. the Alternative Typeface.
  • Pages 30-44 show examples of communications pieces following the new branding system. To maintain the consistency of the Brandeis IBS brand, always match the appearance of these applications as closely as possible when developing new materials. note Prior to creating new branded materials please contact Matt Parillo, Director of Marketing and Communications parillo@brandeis.edu. Select template files, which are illustrated on the following pages, are available for download at brandeis.edu/global/brand.
  • These guidelines will be covered more fully in the Content Management System (CMS) training and the CMS manual. They introduce key concepts for publishing content for our website and emails. 1) Make content ‘scannable’ Readers scan web pages and emails before they read. Include elements that improve the experience, like relevant headers, links, highlighted text, graphics, captions, call out boxes and pull quotes. Bulleted lists are easier to scan and read than full paragraphs. If you are listing three or more items, use a bulleted list. For instructions or long lists, use numbered lists for easy reference. 2) use our keywords Our goal is for users to discover us through Google and Brandeis IBS’ internal search. The choice of words and phrases we use will support our search engine optimization (SEO) efforts, improving the chances users will find our content (‘findability’). It’s essential for SEO that we use the same words and phrases our readers use. Refer to the SEO section of our CMS manual for a list of suggested keywords when creating content, page titles, headers, list items and links. 3) Create highly relevant web page titles Your web page title is the single most important piece of content for SEO. It appears at the top of web browser windows and as the link text in search engine results. The words you use in your page titles help both search engines and people understand the topic of the web page. Put the important keywords at the beginning and use only 65 characters (not words) or less. 4) Be a link master • Link! When additional useful, relevant and appropriate content exists elsewhere – on or off our website – link to it. Instead of repeating information that already exists, link to this content as well. • Make links descriptive. Avoid generic ones like: “Click here,” “Learn more,” “Download.” Instead write ones like: “Review our specializations” or “Donate to the annual fund.” • Be consistent. Many sites use the same link more than once – especially with internal links. As such, it’s important to be consistent when describing repeated links. Otherwise, users will be confused by different references to the same content. • Avoid over-linking. Links enhance usability, but if there are too many they can hinder readability. As a general rule, scale back links if they become a visual distraction. It’s also best not to duplicate links on a single page. 5) Be mindful of accessibility • Adhere to our guidelines for physical accessibility in this document on page 54 and website accessibility in your CMS training manual. 6) Get trained • These and other topics will be covered in CMS training and found in the CMS manual. It will help you understand what you need to make your content shine.
  • Do NOT Alter the Brandeis IBS Wordmark in any way.
  • Do NOT Recreate the wordmark with any font or change the formatting. Always use one of the three options provided (as shown above).
  • Always use the appropriate identifier file. Identifier files can be downloaded at: brandeis.edu/global/brand.
  • The identifier should have a minimum amount of clear space around it to ensure its integrity and visibility.
  • A clear area should be created around the identifier that is based on the height of an element within the identifier (marked ‘x’ in the diagrams below). On all sides of the identifier, the clear space is measured as ‘x’ from the outside shape.
  • BRANDEIS IBS WORDMARK Requires a clear space based on the height of the letter “B” in Brandeis, marked x1 in the diagram below.
  • BRANDEIS IBS SIGNATURE Requires a clear space based on the height of the letter “B” in Brandeis, marked x2 in the diagram below.
  • In order to maintain legibility and clarity within the visual identifier, the identifier files should never be reproduced smaller than the sizes outlined below. The minimum display size applies to both physical and digital communications.
  • BrandeiS iBS WordMark Smallest acceptable height: DiGiTAl B = 6 pixels (px) PhysiCAl B = 6 points (pt)
  • BrandeiS iBS SiGnature Smallest acceptable height: DiGiTAl 27 pixels (px) PhysiCAl 27 points (pt)
  • Display the identifier in color whenever possible. For print communications, it is preferable to use spot colors (Pantone) rather than 4-color process (CMYK).
  • When color is not an option, the visual identifier should only be shown in 100% black (never a tint of black) or reversed out to white.
  • Always use the supplied 1-color file for black and white reproductions, displayed at 100% black (never a tint of black).
  • Always use the supplied reversed identifier file for reversed reproduc­tions. When placed on a dark background, the identifier should appear in 100% white (never a tint of white).
  • BRANDEIS IBS WORDMARK Appears in 100% white (never a tint of white) when used over dark backgrounds.
  • BRANDEIS IBS SIGNATURE Appears in 100% white (never a tint of white) when used over dark backgrounds.
  • To ensure proper legibility ofthe identifiers and consistent expression of the Brandeis IBS brand, the identifier must never be altered, distorted, or recreated.
  • DO Use the appropriate artwork file.
  • DON’T Skew or distort the identifier.
  • DON’T Alter the identifier’s perspective.
  • DON’T Change the color of the identifier.
  • DON’T Use with patterns or textures.
  • DON’T Alter configuration or size relationships.
  • A lock-up is a well-defined relationship between visual components, which are sized and positioned at the correct configuration for all communications. The lock-up may be scaled as a unit but not altered.
  • Do not alter the type or change the formatting of the Brandeis IBS Wordmark within the lock-up.
  • These lock-ups follow the regulations (clear space, minimum size, etc.) of the Brandeis IBS Wordmark (listed on pages 14-18).
  • The World Ready tag line is represented in a visually consistent way across communications materials, and will appear on most external-facing or brand-focused communication pieces.
  • Always appears to the right of the Brandeis IBS Wordmark. Should be displayed at an equal or smaller size, and anchored to the right edge of any surrounding background shape.
  • Requires a clear space based on the height of the letter “W” in World, marked ‘x’ in the diagram.
  • Smallest acceptable size: DiGiTAl 27 pixels (px) / 12 pixels (px) PhysiCAl 27 points (pt) / 12 points (pt)
  • Always use the supplied 1-color file for 1-color reproduction in black or another spot color. Never reproduce the tag line in a tint of the spot color.
  • Use the tag line only over light-colored or photographic backgrounds. It should always be anchored to the right edge of the background.
  • To ensure proper legibility of the tag line and consistent expression of the Brandies IBS brand, the tag line must never be altered, distorted, or recreated in communications.
  • do Use the appropriate artwork file and correct configuration.
  • do Comply with Don’t guidelines for the Visual Identifier Family on page 18.
  • The primary color for Brandeis IBS is Brandeis IBS Blue, which is also the color of Brandeis University. Brandeis IBS Blue is to be used as the prominent color in all communications. The primary color is ideal for use in: • Headlines • Large areas of text • Large background shapes
  • Always use the designated color values for physical and digital Brandeis IBS communications.
  • Do not use a tint of the primary color. Always use the primary color at 100% saturation.
  • pantone color is used in physical applications whenever possible to reinforce the visual brand identity.
  • CMYK designation is used for physical applications as an alternative to PANTONE (with the exception of any Microsoft Office documents, which use RGB).
  • RGB values are used for any digital communications (excluding websites and e-communications), and all Microsoft Office documents (physical or digital).
  • Hex values are used for any digital communications (excluding websites and e-communications). The value is an exact match to RGB.
  • WeB Hex values are designated so websites and e-communications can meet accessibility requirements. This compliance will ensure that people with disabilities can use Brandeis IBS online communications.
  • BrandeiS iBS Blue pantone 294 C CMYK 100 | 86 | 14 | 24 RGB 0 | 46 | 108 Hex #002E6C WeB Hex for use with white backgrounds #002E6C
  • The secondary color for Brandeis IBS is Brandeis IBS Teal, which is to be used strongly throughout Brandeis IBS communications. The secondary color is ideal for use in: • Subheadlines • Call out text • Smaller background shapes
  • Do not use a tint of a secondary color. Always use the secondary color at 100% saturation.
  • CMYK designation is used for physical applications as an alternative to PANTONE (with the exception of Microsoft Office documents, which use RGB).
  • BrandeiS iBS teal pantone 5483 C CMYK 72 | 34 | 39 | 5 RGB 77 | 133 | 141 Hex #4D858D WeB Hex for use with white background #008383
  • Accent colors are ideal for use in: • Highlights within areas of text (such as URLs) • Accent shapes
  • note Accent colors can be applied as tints.
  • aCCent red pantone 208 C CMYK 32 | 99 | 61 | 26 RGB 141 | 27 | 65 Hex #8D1B41 WeB Hex for use with white backgrounds #8D1B41
  • aCCent yelloW pantone 7406 C CMYK 5 | 22 | 100 | 0 RGB 244 | 195 | 0 Hex #F4C300 WeB Hex for use with dark backgrounds (primary color or darker) #FFF58C
  • aCCent Blue pantone 543 C CMYK 34 | 12 | 3 | 0 RGB 164 | 199 | 226 Hex #A4C7E2 WeB Hex for use with dark backgrounds (primary color or darker) #A4C7E2
Accessibility Guidelines
  • WeB Hex values are designated so websites and e-communications can meet accessibility requirements. This compliance will ensure that people with disabilities can use Brandeis IBS online communications. For more about accessibility, visit http://www.brandeis.edu/acserv/disabilities/index.html.
  • WeB Hex values are designated so websites and e-communications can meet accessibility requirements. This compliance will ensure that people with disabilities can use Brandeis IBS online communications. For more about accessibility, visit http://www.brandeis.edu/acserv/ disabilities/index.html.
  • • Adhere to our guidelines for physical accessibility in this document on page 54 and website accessibility in your CMS training manual.
  • Any publication announcing a university-sponsored event, whether or not it is open to the public, must include the following statement for those persons who may need reasonable accommodation because of a disability. If the venue is entirely accessible, the wheelchair symbol, used alone, is sufficient indication. If not, and prior arrangements must be made by persons needing assistance, the wheelchair symbol and a contact person’s name and phone number must appear on the publication.
Packaging Design
  • Do not Alter the Brandeis IBS Wordmark in any way.
  • Do not Recreate the wordmark with any font or change the formatting. Always use one of the three options provided (as shown above).
  • Always use the appropriate identifier file. Identifier files can be downloaded at: brandeis.edu/global/brand.
  • The identifier should have a minimum amount of clear space around it to ensure its integrity and visibility.
  • A clear area should be created around the identifier that is based on the height of an element within the identifier (marked ‘x’ in the diagrams below). On all sides of the identifier, the clear space is measured as ‘x’ from the outside shape.
  • BRANDEIS IBS WORDMARK Requires a clear space based on the height of the letter “B” in Brandeis, marked x1 in the diagram below.
  • BRANDEIS IBS SIGNATURE Requires a clear space based on the height of the letter “B” in Brandeis, marked x2 in the diagram below.
  • Always use the supplied reversed identifier file for reversed reproduc­tions. When placed on a dark background, the identifier should appear in 100% white (never a tint of white).
  • BRANDEIS IBS WORDMARK Appears in 100% white (never a tint of white) when used over dark backgrounds.
  • BRANDEIS IBS SIGNATURE Appears in 100% white (never a tint of white) when used over dark backgrounds.
Naming Conventions
  • The first reference is always “Brandeis International Business School (IBS),” followed by “Brandeis IBS” (not “IBS”).
  • When used in body text, our tag line always appears in initial caps: World Ready; when it is used in ALL CAP headlines it may be set in ALL CAPS: WORLD READY. It should never be used with quotation marks or set in italics. Although the tag line is set with READY in bold when it is used as a branding element, it should never be set in bold in text or in headlines.
  • Formal, first mention: Master of Arts in International Economics and Finance (MA) – Lemberg Program; on subsequent mentions, MA.
  • Formal, first mention: Master of Science in Finance (MSF); on subsequent mentions, MSF.
  • For MBA and PhD programs, always use MBA, PhD.
  • Degrees do not have periods. exaMple: He was choosing between an MBA and a PhD.
  • You may also describe a degree informally as a “master’s degree” with no capitalization or abbreviation. exaMple: Samuel has a master’s degree in finance.
  • When identifying a graduate’s academic background, include a degree abbreviation and class year with a comma after the person’s last name and between degrees (for individuals with multiple degrees). exaMple: Among the specialists selected to serve on the committee were Gavin Gallagher, ’10, MBA ’12 and Rosa Gomez, MA ’11.
  • A year without degree abbreviation refers to a Brandeis undergrad degree. exaMple: Anne Smith, ’07, MA ’11
  • Spell out acronyms the first time you use them on a page, followed by the acronym in parentheses. exaMple: The International Marketing Club (IMC) hosts numerous events every year.
  • Common acronyms (e.g., CNN, VP, etc.) do not need to be spelled out on first reference. exaMple: Virginia Rometty is the first female CEO of IBM.
  • Capitalize the full names of schools, buildings, centers and offices, but not unofficial or generic names. exaMple: The Career Center, the career center. Brandeis University; the university.
  • Capitalize course names and specializations but not subjects in general. exaMple: Econometrics II; finance class; the International Business specialization.
  • Capitalize academic titles only when used as part of a name. exaMple: Professor Murakami; Yoshi Murakami, professor of economics.
  • Alumna is the singular, feminine form, and alumnus is singular masculine. Alumnae is the plural for a group of only women, while alumni is the plural for a group of men only or both genders.
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