Butler University

Official Websites

• https://www.butler.edu
• http://www.butler.edu

Brand Guidelines

2023

Categories

Brand Voice

• The copy reinforces the brand’s personality and “transforming together” essence. Our tone is active and full of opportunity. It establishes a personality built on transformation—a personality that is full of optimism and an overall outlook that anything is possible when done together.
• The copy should be conversational and personable. It should provide insights about specific examples that prove out the greater points we’re trying to make. When writing, keep the brand’s personality in mind.
• Headlines offer us a great opportunity to get across high-level ideas. They should capture the attention of the reader, pull them in, and make them want to read on. Our headlines speak from the personal voice of the brand with a can-do spirit, and with a belief that more is possible.
• The Butler brand should always strive for a conversational tone and pace. Body copy should make a single compelling point in an interesting way, using specific, understandable examples to illustrate that point.
• Endings should payoff the headline or opening of the body copy. This can be achieved with a confident statement, or by prompting the reader with a challenge that ties back to the overall theme of the piece.

Brand Imagery

• The image should feature a modern, abstract concrete sculpture consisting of two large, rectangular, box-like structures with smooth surfaces and sharp edges, positioned on a rough stone or concrete base. The background should show a partly cloudy sky with a yellowish hue, indicating either dawn or dusk, and some blurred trees or natural elements in the distance to add depth. Overlaid prominently in the center, in bold white uppercase letters, should be the text ‘BUTLER UNIVE’, with the remaining words, ‘2023 STYLE GUIDE,’ in smaller, uppercase font beneath it. The overall color palette should include earthy tones from the sculpture and base, contrasted with the yellow-tinted sky, and the edges of the image are bordered with a yellow band on the top and bottom to frame the composition. The style should evoke a minimalist and architectural aesthetic, emphasizing clean lines and modern design elements.
• The image features the words ‘UNIVERSITY’, ‘BRAND’, and ‘PLATFORM’ arranged horizontally in a bold, modern sans-serif font. The word ‘UNIVERSITY’ is prominently displayed at the top in large, uppercase letters with a bright yellow color, serving as the main focus. Below it, the words ‘BRAND’ and ‘PLATFORM’ are aligned side by side in slightly smaller uppercase letters, also in yellow but with a lighter shade or opacity, creating a layered visual effect. The background is plain white, providing high contrast and clarity for the yellow text. The overall composition emphasizes clarity, modernity, and a clean, professional aesthetic, suitable for branding or presentation purposes.
• The image should feature a triptych or multi-section layout with visually distinct panels. The first panel on the left has a dark blue background with white and light blue text emphasizing motivational phrases such as “The FIRST step on your GREATEST ADVENTURE” in large, bold lettering, including a QR code at the bottom. The middle panel contains a collage of overlapping photographs of people, with a prominent headline “WE’LL HELP YOU DISCOVER YOU” in uppercase letters, accompanied by paragraphs of informational text, and some geometric design elements in blue and gray. The third panel on the right displays a serene, natural outdoor scene illuminated by sunlight filtering through lush green trees and casting reflections on a calm river, with a prominent dark blue banner containing the phrase “FIND YOUR PURPOSE” in white text. Below this, there are smaller images and graphical icons, including a logo or emblem resembling a shield or badge with the text “BUTLER” and additional visuals of landscape or infrastructure that evoke exploration or achievement themes.
• The image should feature a collage of four photographs arranged vertically, showcasing scenes of university students engaged in various academic and extracurricular activities. The top photo depicts a classroom or workshop setting with students seated at tables, interacting with each other and using laptops, set in a space with a visible banner or sign reading ‘INNOVATION LAB’. The second photo displays a group of students working together, possibly on a project or discussing coursework, with elements like computer monitors or scientific equipment visible. The third photo captures individual students in a casual or informal setting, with blurred faces for anonymity, engaged in conversation or collaboration; this scene is set near a window with natural light. The bottom photo presents a laboratory environment with students conducting experiments or working with scientific apparatus, with visible lab equipment and materials. The background incorporates a design with blue tones, geometric patterns, and text in bold fonts stating ‘WHAT’ and ‘MEANS TO BE A UNIVERSITY.’ The overall composition emphasizes diversity, collaboration, and innovation in a university context, with the inclusion of the name ‘BUTLER’ suggesting affiliation or branding. The images collectively highlight active student participation, learning, and research within a dynamic campus atmosphere.

Color Palette

• In addition to the primary tone of Butler blue, the brand’s primary color palette extends to include complementary shades of blue and brighter colors that form the brand’s supporting color palette. Each of these color palettes may be used across photographic treatments, typography, and layout of other collateral.
• Butler Blue Pantone 2767 C C:100 M:90 Y:10 K:77 R:19 G:41 B:75 Hex: 13294B
• Bright Blue Pantone 299 C C:86 M:8 Y:0 K:0 R:0 G:163 B:224 Hex: 00A3E0
• Cool Gray Pantone 621 C C:12 M:1 Y:12 K:2 R:209 G:224 B:215 Hex: D1E0D7
• These warmer tones add a sense of activity to the brand and are appropriate for use as highlighted elements, and detailed flourishes.
• Rose Pantone P 70-6 C C:0 M:82 Y:25 K:25 R:189 G:65 B:103 Hex: bd4167 Yellow Pantone P 166-7C C:9 M:0 Y:90 K:0 R:236 G:232 B:26 Web: ECE81A
• Green Pantone P 142-6C C:56 M:0 Y:58 K:0 R:38 G:208 B:124 Web: 26D07C
• Forest Pantone P 159-8C C:45 M:5 Y:100 K:44 R:93 G:123 B:34 Web: 5d7b22
• Gold Pantone P 15-8C C:10 M:40 Y:100 K:10 R:207 G:146 B:32 Web: cf9220

Typography

• The Butler University brand uses these approved typefaces: SACKERS Sentinel GOTHIC MEDIUM Tungsten Prismatic
• For web use, the Sackers Gothic faces are available for use as live text with a license, and are recommended as headers. Sentinel is also available for web use, and is recommended for body copy (It can be substituted with Georgia if needed). Liberator and Duke can only be used in images.
• SACKERS GOTHIC MEDIUM Available for Web Use Use as: Header Text Backup Option: Helvetica Bold
• SACKERS GOTHIC HEAVY Available for Web Use Use as: Header Text Backup Option: Helvetica Bold
• Sentinel Available for Web Use Use as: Body Text Backup Option: Georgia
• Georgia Available for Web Use Use as: Body Text Backup Option: Georgia
• Tungsten USE AS IMAGE, NOT AVAILABLE FOR LIVE TEXT
• Sackers Gothic Medium is the secondary typeface of the brand, and should be used for subheads, college name lock-ups, callouts, and lead-ins.
• Sentinel Book is the primary long-form typeface for the Butler brand. All body copy should be set in Sentinel Book. When appropriate, Sentinal may be used for smaller subheads in conjunction with AT Stackers Gothic as the main typeface. Sentinel Book Italic and Bold can be used to add emphasis.
• 12 pt. Georgia is the preferred font for email signatures, and should be listed in this order: Name (bold) Title Office/Unit Butler University (appears on its own line) Building/Room 4600 Sunset Avenue Indianapolis, Indiana 46208 Phone | Mobile phone Email address | Web address
• Directional (interior)—For a space with multiple departments/areas within it, use Butler’s Sackers Gothic Regular as the font to denote the space and then Sentinel as the font to denote the department/areas. See example.
• Directional (exterior)—For a space with multiple departments/areas within it, use Butler’s Sackers Gothic Regular as the font to denote the space and then Sentinel as the font to denote the department/areas. See example.
• Building (exterior)—When a facility is named for an individual or organization, the honoree’s name should appear in Butler’s Sackers Gothic Regular font in Butler Blue 2767. The building’s architect has sole discretion on the material used and placement of the name.
• Office (interior)—Office signage should use Butler’s Sackers Gothic Regular font. When an office is named for an individual or organization, a slide-in plate can be added to the bottom of the sign for donor recognition. This plate can feature the donor’s logo in greyscale format.
• Office (directional)—When a location within a building is named for an individual or organization, the honoree’s name or organization’s name can appear in their preferred font at the top of the sign followed by the space name at the bottom of the sign in Butler’s Sackers Gothic Regular font. See example.
• Exterior Office Signage—Exterior office signage for a collaborative space should use Butler’s Sackers Gothic Regular font or the organization’s font. The sign should never use the logo of either party. See example.
• Interior Office Signage—Interior office signage for a collaborative space can include the organization’s logo. Any interior office signage that is permanent (affixed to a wall) needs to be coordinated with Marketing and Communications. Non-permanent signage such as pull-up banners can be ordered without such coordination.
• When the sign, or background the sign will be applied to, is white or a grey color, letters should appear in Pantone 2767. When the sign, or background the sign will be applied to, is a dark color, letters should appear in white or Pantone Cool Gray 9C.

Logo Usage

• Each of the six colleges are represented in this logo system by their pairings with the Butler wordmark. Logos available to the colleges versions, and as art that can be reversed on a solid background.
• Horizonal Logo/Full-Color
• Vertical Logo/Full-Color
• Horizonal Logo/Reversed
• Vertical Logo/Reversed
• The Bulldog logo is the primary mark for Athletics at Butler. It not only represents a nearly 25-year tradition of athletic representation, but also exemplifies the tenacious spirit infused thoughout the 160-year tradition of Butler University. The use of the Bulldog logo must be in accordance with the visual identity guidelines. The Bulldog logo should never be modified in color or content nor joined together to create a new or separate trademark or logo. These logos are available for download from the Marketing and Communications page of the Butler University website, and should be obtained only from this source.
• Full Bulldog Logo/Full-Color
• Full Bulldog Logo/grayscale
• Bulldog Logo/1-color
• A minimum amount of clear space must surround the logo at all times. See diagrams to the right for the appropriate clear space for the various logos.
• PRIMARY VERTICAL LOGO CLEAR SPACE 5x x x x x
• PRIMARY HORIZONTAL LOGO CLEAR SPACE 5x x x x x
• BULLDOG LOGO CLEAR SPACE 5x
• To ensure visibilty and legibility, the Butler logos should not be presented in sizes smaller than the requirements shown on this page.
• To maintain visual integrity, applications using alternative reproduction techniques, such as embroidery and silkscreen, may require presenting the logos at larger sizes than indicated here.
• These are only minimum sizes. Logos should be sized appropriately for the piece being designed.
• .125˝
• 20 px
• The Butler University and third-party trademarks should never be joined together to create a new or separate trademark or logo, and no endorsement lines should be used with the Butler logo, without express approval from Butler Marketing and Communications.
• When cobranding, use all established guidelines for the standard use of our logo and apply the cobranding guidelines in addition.
• Partners—When a partner helps develop and deliver programs, treat the partner’s name as you would the Butler wordmark. Both logos should be the same size.
• Sponsors—Sponsors contribute goods, service or money that deliver programs. Place sponsor logos at the page bottom or in credits. Make sponsor logos smaller than the Butler wordmark.
• Multiple Sponsors—Group sponsors by contribution level (e.g. gold, silver and bronze); then list sponsors by level alphabetically. When dealing with a long list of sponsors or limited space, use names instead of logos for a more professional look.
• There are other official uses of the Butler Logo that occur in new media applications. Subsequent usage in similar circumstances requires permission by the Marketing and Communications office.

Tone And Messaging

• The copy reinforces the brand’s personality and “transforming together” essence. Our tone is active and full of opportunity. It establishes a personality built on transformation—a personality that is full of optimism and an overall outlook that anything is possible when done together.
• The copy should be conversational and personable. It should provide insights about specific examples that prove out the greater points we’re trying to make. When writing, keep the brand’s personality in mind.
• Headlines offer us a great opportunity to get across high-level ideas. They should capture the attention of the reader, pull them in, and make them want to read on. Our headlines speak from the personal voice of the brand with a can-do spirit, and with a belief that more is possible.
• The Butler brand should always strive for a conversational tone and pace. Body copy should make a single compelling point in an interesting way, using specific, understandable examples to illustrate that point.
• Endings should payoff the headline or opening of the body copy. This can be achieved with a confident statement, or by prompting the reader with a challenge that ties back to the overall theme of the piece.

Brand Values

• Brand Essence Transforming, together Butler is built for those who seek transformation. For those who aspire to reimagine the status quo or to be someone more. For those who want to move concepts into realities and individuals into changemakers. Together we will transform what it means to be a university.
• Personality Tenacious Ambitious Collaborative Creative Sincere
• Brand Pillars Bulldog Results Our academic approaches, access to a thriving metropolis, and industry-leading support systems result in real-world outcomes and demonstrable impact for individuals, businesses, and communities. Our Best Selves Our transformative approach to holistic well-being is evidence of our belief that the greatest achievements come from having the right support, guidance, and resources to achieve your best self.
• Strategic Drivers Lifelong Success and Access, Experiential Learning, and The Whole Person.
• Lifelong Learning Our commitment to lifelong learning is front and center as we develop new educational models and teaching approaches that build the foundation of higher education.

Visual Style

• The image should feature a modern, abstract concrete sculpture consisting of two large, rectangular, box-like structures with smooth surfaces and sharp edges, positioned on a rough stone or concrete base. The background should show a partly cloudy sky with a yellowish hue, indicating either dawn or dusk, and some blurred trees or natural elements in the distance to add depth. Overlaid prominently in the center, in bold white uppercase letters, should be the text ‘BUTLER UNIVE’, with the remaining words, ‘2023 STYLE GUIDE,’ in smaller, uppercase font beneath it. The overall color palette should include earthy tones from the sculpture and base, contrasted with the yellow-tinted sky, and the edges of the image are bordered with a yellow band on the top and bottom to frame the composition. The style should evoke a minimalist and architectural aesthetic, emphasizing clean lines and modern design elements.
• The image features the words ‘UNIVERSITY’, ‘BRAND’, and ‘PLATFORM’ arranged horizontally in a bold, modern sans-serif font. The word ‘UNIVERSITY’ is prominently displayed at the top in large, uppercase letters with a bright yellow color, serving as the main focus. Below it, the words ‘BRAND’ and ‘PLATFORM’ are aligned side by side in slightly smaller uppercase letters, also in yellow but with a lighter shade or opacity, creating a layered visual effect. The background is plain white, providing high contrast and clarity for the yellow text. The overall composition emphasizes clarity, modernity, and a clean, professional aesthetic, suitable for branding or presentation purposes.
• The image should feature a triptych or multi-section layout with visually distinct panels. The first panel on the left has a dark blue background with white and light blue text emphasizing motivational phrases such as “The FIRST step on your GREATEST ADVENTURE” in large, bold lettering, including a QR code at the bottom. The middle panel contains a collage of overlapping photographs of people, with a prominent headline “WE’LL HELP YOU DISCOVER YOU” in uppercase letters, accompanied by paragraphs of informational text, and some geometric design elements in blue and gray. The third panel on the right displays a serene, natural outdoor scene illuminated by sunlight filtering through lush green trees and casting reflections on a calm river, with a prominent dark blue banner containing the phrase “FIND YOUR PURPOSE” in white text. Below this, there are smaller images and graphical icons, including a logo or emblem resembling a shield or badge with the text “BUTLER” and additional visuals of landscape or infrastructure that evoke exploration or achievement themes.
• The image should feature a collage of four photographs arranged vertically, showcasing scenes of university students engaged in various academic and extracurricular activities. The top photo depicts a classroom or workshop setting with students seated at tables, interacting with each other and using laptops, set in a space with a visible banner or sign reading ‘INNOVATION LAB’. The second photo displays a group of students working together, possibly on a project or discussing coursework, with elements like computer monitors or scientific equipment visible. The third photo captures individual students in a casual or informal setting, with blurred faces for anonymity, engaged in conversation or collaboration; this scene is set near a window with natural light. The bottom photo presents a laboratory environment with students conducting experiments or working with scientific apparatus, with visible lab equipment and materials. The background incorporates a design with blue tones, geometric patterns, and text in bold fonts stating ‘WHAT’ and ‘MEANS TO BE A UNIVERSITY.’ The overall composition emphasizes diversity, collaboration, and innovation in a university context, with the inclusion of the name ‘BUTLER’ suggesting affiliation or branding. The images collectively highlight active student participation, learning, and research within a dynamic campus atmosphere.

Layout And Composition

• These patterns add richness to a layout and support the overall feeling of unity and order. They are generally used as subtle design elements so as not to compete with messaging.
• Shapes and elements can add visual interest to a design or layout. These elements should used sparingly to avoid clutter.

Video

• Video produced by Marketing Communications reflects the brand in many ways. Interviews are shot on site in a relaxed setting and casual manner. Campus scenes, student/faculty interactions and student life footage is captured in a similar manner, with attention to depicting the University’s core values.
• Intro and Outro graphics also reflect brand standards and imagery. Lower-third titles use Tungsten, with Sentinel subheads imposed on brand color bars.

Signage

• This section outlines wayfinding guidelines for exterior and interior spaces on Butler University’s campus.
• Directional (interior)—For a space with multiple departments/areas within it, use Butler’s Sackers Gothic Regular as the font to denote the space and then Sentinel as the font to denote the department/areas. See example.
• Directional (exterior)—For a space with multiple departments/areas within it, use Butler’s Sackers Gothic Regular as the font to denote the space and then Sentinel as the font to denote the department/areas. See example.
• This section outlines guidelines for a named facility on Butler University’s campus or a named space within a Butler University building.
• Building (exterior)—When a facility is named for an individual or organization, the honoree’s name should appear in Butler’s Sackers Gothic Regular font in Butler Blue 2767. The building’s architect has sole discretion on the material used and placement of the name.
• Office (interior)—Office signage should use Butler’s Sackers Gothic Regular font. When an office is named for an individual or organization, a slide-in plate can be added to the bottom of the sign for donor recognition. This plate can feature the donor’s logo in greyscale format.
• Office (directional)—When a location within a building is named for an individual or organization, the honoree’s name or organization’s name can appear in their preferred font at the top of the sign followed by the space name at the bottom of the sign in Butler’s Sackers Gothic Regular font. See example.
• This section outlines guidelines for Butler spaces that are occupied by an outside organization.
• Exterior Office Signage—Exterior office signage for a collaborative space should use Butler’s Sackers Gothic Regular font or the organization’s font. The sign should never use the logo of either party. See example.
• Interior Office Signage—Interior office signage for a collaborative space can include the organization’s logo. Any interior office signage that is permanent (affixed to a wall) needs to be coordinated with Marketing and Communications. Non-permanent signage such as pull-up banners can be ordered without such coordination.
• This rule applies to all signs. When the sign, or background the sign will be applied to, is white or a grey color, letters should appear in Pantone 2767. When the sign, or background the sign will be applied to, is a dark color, letters should appear in white or Pantone Cool Gray 9C.

Email Signatures

• Every email that comes from the University reflects upon the institution.
• Using one simple, branded email signature across campus helps strengthen not only the perception of the University’s valuable reputation, but also assists in communicating the University’s visual identity on the most basic level.
• In order to create a more consistent University-wide web presence, we recommend the following email signature templates as a baseline.
• STANDARD EMAIL SIGNATURE 12 pt. Georgia is the preferred font for email signatures, and should be listed in this order: Name (bold) Title Office/Unit Butler University (appears on its own line) Building/Room 4600 Sunset Avenue Indianapolis, Indiana 46208 Phone | Mobile phone Email address | Web address An option to include your professional social network links is also acceptable on the last line. Butler University email signature wordmark.
• The properly-sized Butler University email signature wordmark is available for download at www.butler.edu/marketing.
• Instructions for email signature implementation: For Windows: Open a new message. On the Message tab, in the Include group, click Signature, and then click Signatures. On the Email Signature tab, click New. Type a name for the signature, click OK. In the Edit signature box, paste (Control+V) the signature you copied below. For Mac: Go to the Outlook menu and select Preferences. Select Signatures. Click the plus icon (+) to add a new signature. Double click the “Untitled” signature and rename it. In the Signature box, paste (Control+V) the signature you copied below.

Co Branding

• Combining the strength of two or more brands is called co-branding. Co-branding allows us to establish a visual association with our partners while continuing to leverage the Butler University brand. When cobranding, use all established guidelines for the standard use of our logo and apply the cobranding guidelines in addition.
• Co-branding guidelines should follow these general outlines:
• Partners—When a partner helps develop and deliver programs, treat the partner’s name as you would the Butler wordmark. Both logos should be the same size.
• Sponsors—Sponsors contribute goods, service or money that deliver programs. Place sponsor logos at the page bottom or in credits. Make sponsor logos smaller than the Butler wordmark.
• Multiple Sponsors—Group sponsors by contribution level (e.g. gold, silver and bronze); then list sponsors by level alphabetically. When dealing with a long list of sponsors or limited space, use names instead of logos for a more professional look.
• BUTLER AS PRIMARY PARTNER: in partnership with Partner Partner Partner Logo 1 Logo 2 Logo 3
• BUTLER AS EQUAL PARTNER: Partner Logo
• BUTLER AS SUPPORTING PARTNER: Partner Logo with support from:
• BUTLER WITH SPONSOR: Sponsor Logo 3
• BUTLER WITH MULTIPLE SPONSORS: Sponsor Logo 1 Sponsor Logo 2 Sponsor Logo 3
• Butler Arts and Events Center co-branding is similar to University-wide co-branding with the exception that it follows strict layout rules. The Butler wordmark and the BAC wordmark should be displayed at the same size. Partnerships with Butler University facilities should display as follows: CLOWES MEMORIAL ® HALL
• Sponsorships with one or more partners should display as follows: Co-presented by: With generous support from: CLOWES MEMORIAL ® HALL

Sponsorships

• Co-branding guidelines should follow these general outlines: Partners—When a partner helps develop and deliver programs, treat the partner’s name as you would the Butler wordmark. Both logos should be the same size. Sponsors—Sponsors contribute goods, service or money that deliver programs. Place sponsor logos at the page bottom or in credits. Make sponsor logos smaller than the Butler wordmark. Multiple Sponsors—Group sponsors by contribution level (e.g. gold, silver and bronze); then list sponsors by level alphabetically. When dealing with a long list of sponsors or limited space, use names instead of logos for a more professional look.
• BUTLER WITH SPONSOR: Sponsor Logo 3
• BUTLER WITH MULTIPLE SPONSORS: Sponsor Logo 1 Sponsor Logo 2 Sponsor Logo 3
• Butler Arts and Events Center co-branding is similar to University-wide co-branding with the exception that it follows strict layout rules. The Butler wordmark and the BAC wordmark should be displayed at the same size. Partnerships with Butler University facilities should display as follows: CLOWES MEMORIAL ® HALL Sponsorships with one or more partners should display as follows: Co-presented by: With generous support from: CLOWES MEMORIAL ® HALL

Collaborative Spaces

• This section outlines guidelines for Butler spaces that are occupied by an outside organization.
• Exterior Office Signage—Exterior office signage for a collaborative space should use Butler’s Sackers Gothic Regular font or the organization’s font. The sign should never use the logo of either party. See example.
• Interior Office Signage—Interior office signage for a collaborative space can include the organization’s logo. Any interior office signage that is permanent (affixed to a wall) needs to be coordinated with Marketing and Communications. Non-permanent signage such as pull-up banners can be ordered without such coordination.
• SIGNAGE COLORS: This rule applies to all signs. When the sign, or background the sign will be applied to, is white or a grey color, letters should appear in Pantone 2767. When the sign, or background the sign will be applied to, is a dark color, letters should appear in white or Pantone Cool Gray 9C.

2020

Brand Summary

Mission

• The brand’s mission is encapsulated in the positioning statement: ‘The right outcomes. The right way.’ This statement guides marketing communications and reflects the institution’s commitment to achieving positive results through principled methods [^1].

Core Values

• Student Centered
• Experiential Learning
• Campus Innovation

Target Audience

• The brand targets a diverse audience, including prospective students, current students, alumni, and partners. Messaging and visual expression are adapted for youthful audiences (e.g., admissions and enrollment) and more mature audiences (e.g., graduate and professional programs) [^2].

Personality Traits

• Ambitious
• Dependable
• Collaborative
• Close-Knit
• Tenacious
• Authentic
• Progressive

Visual Identity Overview

• The visual identity is contemporary, academic, and creative, featuring a primary color palette centered on Butler blue with complementary bright colors, approved typefaces, hand-drawn graphics, badges, shields, textures, and a consistent logo system. The brand art combines brand colors, grayscale images, full-color photography, and a mix of fonts for headlines and main typographic expressions [^3].

Categories

Brand Voice

• The copy reinforces the brand’s focus on “the right outcomes, the right way.” Our tone is active and full of opportunity. It establishes a personality built on self-reliance and determination—a personality that is full of optimism and an overall outlook that anything is possible.
• The copy should be conversational and personable. It should provide insights about specific examples that prove out the greater points we’re trying to make. When writing, keep the tone words in mind.
• Headlines offer us a great opportunity to get across high-level ideas. They should capture the attention of the reader, pull them in, and make them want to read on. Our headlines speak from the personal voice of the brand with a can-do spirit, and with a belief that more is possible.
• The Butler brand should always strive for a conversational tone and pace. Body copy should make a single compelling point in an interesting way, using specific, understandable examples to illustrate that point.
• Endings should payoff the headline or opening of the body copy. This can be achieved with a confident statement, or by prompting the reader with a challenge that ties back to the overall theme of the piece.

Brand Imagery

• The overall feel of the brand art is characterized by the primary use of the brand colors, combined with grayscale images or textures. Full-color photography is also used in combination with brand elements. A combination of fonts is used for headlines or main typographic expressions.
• Hand-drawn graphics in addition to color bars bars for emphasis are also used to enhance layout design.
• To target differing demographics, the Butler Brand can be expressed in various ways. For example, in admission and enrollment design, a more youthful expression is preferred. This is achieved through a copious use of hand-drawn elements, and the brighter spectrum of the color palette, as seen in the following examples:
• When the target audience is more mature, such as in graduate or professional marketing efforts, the Butler brand exhibits a more refined look, as in these examples:

Color Palette

• In addition to the two primary tones of Butler blue, the brand’s primary color palette extends to include complimentary shades of blue and brighter colors that form the brand’s supporting color palette. Each of these color palettes may be used across photographic treatments, typography, and layout of other collateral.
• These warmer tones add a sense of activity to the brand and are appropriate for use as highlighted elements, line art iconography, and detailed flourishes to compliment the richness of the primary color palette in designs.
• Butler Blue Pantone 2767 C C: 100 M:90 Y:10 K:77 R: 19 G:41 B:75 Web: 13294B
• Bright Blue Pantone 299 C C: 86 M:8 Y:0 K:0 R: 0 G:163 B:224 Web: 00A3E0
• Cool Gray Pantone 621 C C: 12 M:1 Y:12 K:2 R: 209 G:224 B:215 Web: D1E0D7
• Pink Pantone 213 C C: 0 M:92 Y:18 K:0 R: 227 G:28 B:121 Web: E31C79
• Yellow Pantone 395 C C: 9 M:0 Y:90 K:0 R: 236 G:232 B:26 Web: ECE81A
• Mint Green Pantone 7479 C C: 56 M:0 Y:58 K:0 R: 38 G:208 B:124 Web: 26D07C
• Orange Pantone 124 C C: 0 M:30 Y:100 K:0 R: 234 G:170 B:0 Web: EAAA00

Typography

• The Butler University brand uses five approved typefaces: Liberator SACKERS GOTHIC MEDIUM DUKE Tungsten Sentinel
• The UNLEASHED campaign uses Industrial in combination with the other brand fonts.
• For web use, the Sackers Gothic faces are available for use as live text with a license, and are recommended as headers. Sentinel is also available for web use, and is recommended for body copy (It can be substituted with Georgia if needed). Liberator and Duke can only be used in images.
• SACKERS GOTHIC MEDIUM Available for Web Use Use as: Header Text Backup Option: Helvetica Bold
• SACKERS GOTHIC HEAVY Available for Web Use Use as: Header Text Backup Option: Helvetica Bold
• Sentinel Available for Web Use Use as: Body Text Backup Option: Georgia
• Liberator USE AS IMAGE, NOT AVAILABLE FOR LIVE TEXT
• DUKE USE AS IMAGE, NOT AVAILABLE FOR LIVE TEXT
• Sentinel Book is the primary long-form typeface for the Butler brand. All body copy should be set in Sentinel Book. When appropriate, Sentinal may be used for smaller subheads in conjunction with AT Stackers Gothic as the main typeface. Sentinel Italic and Bold can be used to add emphasis.
• For a space with multiple departments/areas within it, use Butler’s Sackers Gothic Regular as the font to denote the space and then Sentinel as the font to denote the department/areas. See example.
• When a facility is named for an individual or organization, the honoree’s name should appear in Butler’s Sackers Gothic Regular font in Butler Blue 2767. The building’s architect has sole discretion on the material used and placement of the name.
• Office signage should use Butler’s Sackers Gothic Regular font. When an office is named for an individual or organization, a slide-in plate can be added to the bottom of the sign for donor recognition. This plate can feature the donor’s logo in greyscale format.
• When a location within a building is named for an individual or organization, the honoree’s name or organization’s name can appear in their preferred font at the top of the sign followed by the space name at the bottom of the sign in Butler’s Sackers Gothic Regula, font. See example.
• Exterior office signage for a collaborative space should use Butler’s Sackers Gothic Regular font or the organization’s font. The sign should never use the logo of either party. See example.
• Interior office signage for a collaborative space can include the organization’s logo. Any interior office signage that is permanent (affixed to a wall) needs to be coordinated with Marketing and Communications. Non-permanent signage such as pull-up banners can be ordered without such coordination.
• When the sign, or background the sign will be applied to, is white or a grey color, letters should appear in Pantone 2767. When the sign, or background the sign will be applied to, is a dark color, letters should appear in white or Pantone Cool Gray 9C.
• 12 pt. Georgia is the preferred font for email signatures, and should be listed in this order: Name (bold) Title Office/Unit Butler University (appears on its own line) Building/Room 4600 Sunset Avenue Indianapolis, Indiana 46208 Phone | Mobile phone Email address | Web address

Logo Usage

• Each of the six colleges are represented in this logo system by their pairings with the Butler wordmark. Logos available to the colleges are also available in two different configurations as well as color versions, and as art that can be reversed on a solid background.
• The Bulldog logo is the primary mark for Athletics at Butler. It not only represents a nearly 25-year tradition of athletic representation, but also exemplifies the tenacious spirit infused thoughout the 160-year tradition of Butler University. The use of the Bulldog logo must be in accordance with the visual identity guidelines. The Bulldog logo should never be modified in color or content nor joined together to create a new or separate trademark or logo. These logos are available for download from the Marketing and Communications page of the Butler University website, and should be obtained only from this source.
• A minimum amount of clear space must surround the logo at all times. See diagrams to the right for the appropriate clear space for the various logos.
• PRIMARY VERTICAL LOGO CLEAR SPACE 5x
• PRIMARY HORIZONTAL LOGO CLEAR SPACE 5x
• BULLDOG LOGO CLEAR SPACE 5x
• To ensure visibilty and legibility, the Butler logos should not be presented in sizes smaller than the requirements shown on this page.
• 20 px .125˝
• To maintain visual integrity, applications using alternative reproduction techniques, such as embroidery and silkscreen, may require presenting the logos at larger sizes than indicated here.
• These are only minimum sizes. Logos should be sized appropriately for the piece being designed.
• The Butler University and third-party trademarks should never be joined together to create a new or separate trademark or logo, and no endorsement lines should be used with the Butler logo, without express approval from Butler Marketing and Communications.
• When cobranding, use all established guidelines for the standard use of our logo and apply the cobranding guidelines in addition.
• Partners—When a partner helps develop and deliver programs, treat the partner’s name as you would the Butler wordmark. Both logos should be the same size.
• Sponsors—Sponsors contribute goods, service or money that deliver programs. Place sponsor logos at the page bottom or in credits. Make sponsor logos smaller than the Butler wordmark.
• Multiple Sponsors—Group sponsors by contribution level (e.g. gold, silver and bronze); then list sponsors by level alphabetically. When dealing with a long list of sponsors or limited space, use names instead of logos for a more professional look.
• The Butler wordmark and the BAC wordmark should be displayed at the same size. Partnerships with Butler University facilities should display as follows:
• There are other official uses of the Butler Logo that occur in new media applications. Subsequent usage in similar circumstances requires permission by the Marketing and Communications office.

Tone And Messaging

• The positioning statement, “The right outcomes, the right way,” is built upon three messaging pillars that give it meaning: Student Centered, Experiential Learning, Campus Innovation.
• BRAND TONE This statement is informed by the following tonal words that reflect the personality of the institution: • Ambitious • Dependable • Collaborative • Close-Knit • Tenacious • Authentic • Progressive
• The copy reinforces the brand’s focus on “the right outcomes, the right way.” Our tone is active and full of opportunity. It establishes a personality built on self-reliance and determination—a personality that is full of optimism and an overall outlook that anything is possible.
• The copy should be conversational and personable. It should provide insights about specific examples that prove out the greater points we’re trying to make. When writing, keep the tone words in mind.
• Headlines offer us a great opportunity to get across high-level ideas. They should capture the attention of the reader, pull them in, and make them want to read on. Our headlines speak from the personal voice of the brand with a can-do spirit, and with a belief that more is possible.
• The Butler brand should always strive for a conversational tone and pace. Body copy should make a single compelling point in an interesting way, using specific, understandable examples to illustrate that point.
• Endings should payoff the headline or opening of the body copy. This can be achieved with a confident statement, or by prompting the reader with a challenge that ties back to the overall theme of the piece.

Brand Values

• After a lengthy qualitative and quantitative research effort, the following brand position statement was created for Butler University: # The right outcomes. The right way. This statement, which encapsulates the essence of the institution, serves as an internal reference to guide marketing communications and should not appear on outward facing materials.
• The positioning statement, “The right outcomes, the right way,” is built upon three messaging pillars that give it meaning: Student Centered Experiential Learning Campus Innovation
• This statement is informed by the following tonal words that reflect the personality of the institution: • Ambitious • Dependable • Collaborative • Close-Knit • Tenacious • Authentic • Progressive

Visual Style

• The overall feel of the brand art is characterized by the primary use of the brand colors, combined with grayscale images or textures. Full-color photography is also used in combination with brand elements. A combination of fonts is used for headlines or main typographic expressions.
• Hand-drawn graphics in addition to color bars bars for emphasis are also used to enhance layout design.
• For web use, the Sackers Gothic faces are available for use as live text with a license, and are recommended as headers. Sentinel is also available for web use, and is recommended for body copy (It can be substituted with Georgia if needed). Liberator and Duke can only be used in images.
• SACKERS GOTHIC MEDIUM Available for Web Use Use as: Header Text Backup Option: Helvetica Bold
• SACKERS GOTHIC HEAVY Available for Web Use Use as: Header Text Backup Option: Helvetica Bold
• Sentinel Available for Web Use Use as: Body Text Backup Option: Georgia
• Liberator USE AS IMAGE, NOT AVAILABLE FOR LIVE TEXT
• Duke USE AS IMAGE, NOT AVAILABLE FOR LIVE TEXT
• Sentinel Book is the primary long-form typeface for the Butler brand. All body copy should be set in Sentinel Book. When appropriate, Sentinal may be used for smaller subheads in conjunction with AT Stackers Gothic as the main typeface. Sentinel Italic and Bold can be used to add emphasis.
• In addition to the two primary tones of Butler blue, the brand’s primary color palette extends to include complimentary shades of blue and brighter colors that form the brand’s supporting color palette. Each of these color palettes may be used across photographic treatments, typography, and layout of other collateral.
• These warmer tones add a sense of activity to the brand and are appropriate for use as highlighted elements, line art iconography, and detailed flourishes to compliment the richness of the primary color palette in designs.
• Butler Blue Pantone 2767 C C: 100 M:90 Y:10 K:77 R: 19 G:41 B:75 Web: 13294B Bright Blue Pantone 299 C C: 86 M:8 Y:0 K:0 R: 0 G:163 B:224 Web: 00A3E0 Cool Gray Pantone 621 C C: 12 M:1 Y:12 K:2 R: 209 G:224 B:215 Web: D1E0D7 Pink Pantone 213 C C: 0 M:92 Y:18 K:0 R: 227 G:28 B:121 Web: E31C79 Yellow Pantone 395 C C: 9 M:0 Y:90 K:0 R: 236 G:232 B:26 Web: ECE81A Mint Green Pantone 7479 C C: 56 M:0 Y:58 K:0 R: 38 G:208 B:124 Web: 26D07C Orange Pantone 124 C C: 0 M:30 Y:100 K:0 R: 234 G:170 B:0 Web: EAAA00
• The Butler University brand includes a variety of graphic elements that can be used to add visual interest to creative materials. Several elements can be used in a single piece, but each piece should generally have only one visually dominating graphic element.
• Hand-drawn graphics support our conversational copy tone and can be used to draw attention to a piece.
• Large shields can be used to inset photographs or headlines, while smaller shields can be used as iconography. Badges can be used to hold icons or small amounts of type.
• Strokes and hatch lines can be used to add a hint of color and energy to an area, to fill a large area with a subtle texture, or to activate headline copy by making it more vibrant.
• Textures give the piece a rich, worn-in look. They can be used inside of headline text or to fill solid colors. They should be applied sparingly; the desired effect is not an aggressive grungy look, but a subtle depth to the aesthetic.
• A minimum amount of clear space must surround the logo at all times. See diagrams to the right for the appropriate clear space for the various logos.
• To ensure visibilty and legibility, the Butler logos should not be presented in sizes smaller than the requirements shown on this page.
• To maintain visual integrity, applications using alternative reproduction techniques, such as embroidery and silkscreen, may require presenting the logos at larger sizes than indicated here.
• These are only minimum sizes. Logos should be sized appropriately for the piece being designed.
• The Butler University and third-party trademarks should never be joined together to create a new or separate trademark or logo, and no endorsement lines should be used with the Butler logo, without express approval from Butler Marketing and Communications.

Iconography

• These warmer tones add a sense of activity to the brand and are appropriate for use as highlighted elements, line art iconography, and detailed flourishes to compliment the richness of the primary color palette in designs.
• Large shields can be used to inset photographs or headlines, while smaller shields can be used as iconography. Badges can be used to hold icons or small amounts of type.

Layout And Composition

• The overall feel of the brand art is characterized by the primary use of the brand colors, combined with grayscale images or textures. Full-color photography is also used in combination with brand elements. A combination of fonts is used for headlines or main typographic expressions.
• Hand-drawn graphics in addition to color bars bars for emphasis are also used to enhance layout design.
• Several elements can be used in a single piece, but each piece should generally have only one visually dominating graphic element.
• Strokes and hatch lines can be used to add a hint of color and energy to an area, to fill a large area with a subtle texture, or to activate headline copy by making it more vibrant.
• Textures give the piece a rich, worn-in look. They can be used inside of headline text or to fill solid colors. They should be applied sparingly; the desired effect is not an aggressive grungy look, but a subtle depth to the aesthetic.
• A minimum amount of clear space must surround the logo at all times. See diagrams to the right for the appropriate clear space for the various logos.
• PRIMARY VERTICAL LOGO CLEAR SPACE 5x
• PRIMARY HORIZONTAL LOGO CLEAR SPACE 5x
• BULLDOG LOGO CLEAR SPACE 5x
• To ensure visibilty and legibility, the Butler logos should not be presented in sizes smaller than the requirements shown on this page.
• 20 px .125˝
• To maintain visual integrity, applications using alternative reproduction techniques, such as embroidery and silkscreen, may require presenting the logos at larger sizes than indicated here.
• These are only minimum sizes. Logos should be sized appropriately for the piece being designed.
• The Butler University and third-party trademarks should never be joined together to create a new or separate trademark or logo, and no endorsement lines should be used with the Butler logo, without express approval from Butler Marketing and Communications.
• Co-branding guidelines should follow these general outlines: Partners—When a partner helps develop and deliver programs, treat the partner’s name as you would the Butler wordmark. Both logos should be the same size. Sponsors—Sponsors contribute goods, service or money that deliver programs. Place sponsor logos at the page bottom or in credits. Make sponsor logos smaller than the Butler wordmark. Multiple Sponsors—Group sponsors by contribution level (e.g. gold, silver and bronze); then list sponsors by level alphabetically. When dealing with a long list of sponsors or limited space, use names instead of logos for a more professional look.
• Butler Arts and Events Center co-branding is similar to University-wide co-branding with the exception that it follows strict layout rules. The Butler wordmark and the BAC wordmark should be displayed at the same size. Partnerships with Butler University facilities should display as follows: Sponsorships with one or more partners should display as follows: Co-presented by: With generous support from:

Signage Guidelines

• This section outlines wayfinding guidelines for exterior and interior spaces on Butler University’s campus.
• DIRECTIONAL (INTERIOR)-For a space with multiple departments/areas within it, use Butler’s Sackers Gothic Regular as the font to denote the space and then Sentinel as the font to denote the department/areas. See example.
• DIRECTIONAL (EXTERIOR)-For a space with multiple departments/areas within it, use Butler’s Sackers Gothic Regular as the font to denote the space and then Sentinel as the font to denote the department/areas. See example.
• BUILDING (EXTERIOR)-When a facility is named for an individual or organization, the honoree’s name should appear in Butler’s Sackers Gothic Regular font in Butler Blue 2767. The building’s architect has sole discretion on the material used and placement of the name.
• OFFICE (INTERIOR)-Office signage should use Butler’s Sackers Gothic Regular font. When an office is named for an individual or organization, a slide-in plate can be added to the bottom of the sign for donor recognition. This plate can feature the donor’s logo in greyscale format.
• OFFICE (DIRECTIONAL)-When a location within a building is named for an individual or organization, the honoree’s name or organization’s name can appear in their preferred font at the top of the sign followed by the space name at the bottom of the sign in Butler’s Sackers Gothic Regular font. See example.
• Exterior Office Signage—Exterior office signage for a collaborative space should use Butler’s Sackers Gothic Regular font or the organization’s font. The sign should never use the logo of either party. See example.
• Interior Office Signage—Interior office signage for a collaborative space can include the organization’s logo. Any interior office signage that is permanent (affixed to a wall) needs to be coordinated with Marketing and Communications. Non-permanent signage such as pull-up banners can be ordered without such coordination.
• This rule applies to all signs. When the sign, or background the sign will be applied to, is white or a grey color, letters should appear in Pantone 2767. When the sign, or background the sign will be applied to, is a dark color, letters should appear in white or Pantone Cool Gray 9C.

Email Signature Guidelines

• Every email that comes from the University reflects upon the institution.
• Using one simple, branded email signature across campus helps strengthen not only the perception of the University’s valuable reputation, but also assists in communicating the University’s visual identity on the most basic level.
• In order to create a more consistent University-wide web presence, we recommend the following email signature templates as a baseline.
• 12 pt. Georgia is the preferred font for email signatures, and should be listed in this order:
• Name (bold)
• Title
• Office/Unit
• Butler University (appears on its own line)
• Building/Room
• 4600 Sunset Avenue
• Indianapolis, Indiana 46208
• Phone | Mobile phone
• Email address | Web address
• An option to include your professional social network links is also acceptable on the last line. Butler University email signature wordmark.
• The properly-sized Butler University email signature wordmark is available for download at www.butler.edu/marketing.
• Instructions for email signature implementation: For Windows: Open a new message. On the Message tab, in the Include group, click Signature, and then click Signatures. On the Email Signature tab, click New. Type a name for the signature, click OK. In the Edit signature box, paste (Control+V) the signature you copied below.
• For Mac: Go to the Outlook menu and select Preferences. Select Signatures. Click the plus icon (+) to add a new signature. Double click the “Untitled” signature and rename it. In the Signature box, paste (Control+V) the signature you copied below.

Co Branding

• Combining the strength of two or more brands is called co-branding. Co-branding allows us to establish a visual association with our partners while continuing to leverage the Butler University brand. When cobranding, use all established guidelines for the standard use of our logo and apply the cobranding guidelines in addition.
• Co-branding guidelines should follow these general outlines:
• Partners—When a partner helps develop and deliver programs, treat the partner’s name as you would the Butler wordmark. Both logos should be the same size.
• Sponsors—Sponsors contribute goods, service or money that deliver programs. Place sponsor logos at the page bottom or in credits. Make sponsor logos smaller than the Butler wordmark.
• Multiple Sponsors—Group sponsors by contribution level (e.g. gold, silver and bronze); then list sponsors by level alphabetically. When dealing with a long list of sponsors or limited space, use names instead of logos for a more professional look.
• BUTLER AS PRIMARY PARTNER: in partnership with
• BUTLER AS EQUAL PARTNER: Partner Logo
• BUTLER AS SUPPORTING PARTNER: Partner Logo
• with support from:
• BUTLER WITH SPONSOR:
• BUTLER WITH MULTIPLE SPONSORS:
• Butler Arts and Events Center co-branding is similar to University-wide co-branding with the exception that it follows strict layout rules. The Butler wordmark and the BAC wordmark should be displayed at the same size. Partnerships with Butler University facilities should display as follows:
• Sponsorships with one or more partners should display as follows: Co-presented by: With generous support from:

Brand Partnerships

• The Butler University and third-party trademarks should never be joined together to create a new or separate trademark or logo, and no endorsement lines should be used with the Butler logo, without express approval from Butler Marketing and Communications.
• This section addresses how to identify external partner organizations. One of the University’s strengths include its variety of partnerships which, when used correctly, can strengthen a marketing message. Combining the strength of two or more brands is called co-branding. Co-branding allows us to establish a visual association with our partners while continuing to leverage the Butler University brand. When cobranding, use all established guidelines for the standard use of our logo and apply the cobranding guidelines in addition.
• Co-branding guidelines should follow these general outlines:
• Partners—When a partner helps develop and deliver programs, treat the partner’s name as you would the Butler wordmark. Both logos should be the same size.
• Sponsors—Sponsors contribute goods, service or money that deliver programs. Place sponsor logos at the page bottom or in credits. Make sponsor logos smaller than the Butler wordmark.
• Multiple Sponsors—Group sponsors by contribution level (e.g. gold, silver and bronze); then list sponsors by level alphabetically. When dealing with a long list of sponsors or limited space, use names instead of logos for a more professional look.
• BUTLER AS PRIMARY PARTNER: in partnership with
• BUTLER AS EQUAL PARTNER: Partner Logo
• BUTLER AS SUPPORTING PARTNER: Partner Logo
• with support from:
• Sponsorships with one or more partners should display as follows: Co-presented by: With generous support from:
• Butler Arts and Events Center co-branding is similar to University-wide co-branding with the exception that it follows strict layout rules. The Butler wordmark and the BAC wordmark should be displayed at the same size. Partnerships with Butler University facilities should display as follows:

Sponsorship Guidelines

• This section addresses how to identify external partner organizations. One of the University’s strengths include its variety of partnerships which, when used correctly, can strengthen a marketing message. Combining the strength of two or more brands is called co-branding. Co-branding allows us to establish a visual association with our partners while continuing to leverage the Butler University brand. When cobranding, use all established guidelines for the standard use of our logo and apply the cobranding guidelines in addition.
• Co-branding guidelines should follow these general outlines:
• Partners—When a partner helps develop and deliver programs, treat the partner’s name as you would the Butler wordmark. Both logos should be the same size.
• Sponsors—Sponsors contribute goods, service or money that deliver programs. Place sponsor logos at the page bottom or in credits. Make sponsor logos smaller than the Butler wordmark.
• Multiple Sponsors—Group sponsors by contribution level (e.g. gold, silver and bronze); then list sponsors by level alphabetically. When dealing with a long list of sponsors or limited space, use names instead of logos for a more professional look.
• BUTLER WITH SPONSOR:
• BUTLER WITH MULTIPLE SPONSORS:
• Sponsorships with one or more partners should display as follows: Co-presented by: With generous support from:

Additional Properties

Employees History

Total Assets History