Carson-Newman University

Official Websites

• https://www.cn.edu
• https://catalog.cn.edu
• https://acorns-oaks.cn.edu
• https://admissions.cn.edu
• http://www.cn.edu

Brand Guidelines

2022

Categories

Brand Voice

• Our brand should reflect our values and what differentiates us from others – it is what our students, faculty, staff, alumni, friends, and all stakeholders experience when choosing Carson-Newman. How we communicate to each segment, or group, is critical. Our messaging should reflect our identity as well as the other elements of our brand.
• In the competitive world of higher education and the cluttered communication universe, speaking with one voice, consistent in look, feel and expression of our message, conveys strength and unity. Whether someone is a current student, faculty and staff, alumni, donor or friend of a potential member of any of those categories, how consistent we are in our message shapes how others perceive Carson-Newman.
• And, while consistency builds awareness, lack of uniformity erodes a brands value and often creates confusion among key stakeholders.
• This guide serves as a road map for consistent messaging, visually and stylistically. Following this map helps us reach our destination in delivering consistent communication to others, whether for the first time or 50 years after graduation
• Thank you for helping us deliver our message in one voice.

Brand Imagery

• The University’s official logo is the Nested C-N. Versions of design can be found in every decade going back to 1916. Its use now ties together our history, heritage, and legacy in a modern format.
• FOR USE ON WHITE OR GRAY BACKGROUND. *Note the white stroke around the navy “C” (Primary)
• FOR USE ON ORANGE BACKGROUND. Reversed on Orange Orange “C” with a Navy “N” *Note the white stroke around the “N” (Alternate)
• FOR USE ON NAVY BACKGROUND. Reversed on Navy Navy “C” with an Orange “N” *Note the white stroke around the “N” (Alternate)

Color Palette

• C-N NAVY Pantone: 289C CMYK: 100, 76, 12, 70 RBG: 12, 35, 64 HEX: #0C2340

• C-N ORANGE Pantone: 165C CMYK: 0, 70, 100, 0 RBG: 255, 103, 31 HEX: #FF671F

• SECONDARY COLORS FOGGY GRAY #C3B8B2 WHITE #FFFFFF

• ACCENT COLORS HOLSTON RIVER LIGHT BLUE #41B6E6 CHEROKEE LAKE BLUE #0066B2 SUNRISE GOLD #FAC0lA TURQUOISE SKY #00ADB5 SUNSET ORANGE #CF4527 MORNING SUN #FFDA0B MOSSY GREEN #007A33

• DO NOT ALTER C-N NAVY OR C-N ORANGE
• AVOID WHITE TEXT ON YELLOW BACKGROUNDS
• Secondary and accent colors can be used for a special event t-shirt as long as the nested C-N logo is used. Please contact Marketing and Communications for design approval.
• Can be used on design elements and icons for posters, as long as Official Logos are not altered.
• YOU MAY TURN DOWN THE TRANSPARENCY LEVELS OF ACCENT COLORS (EXCEPT ON TEXT)
• DO NOT MODIFY LOGO COLOR
• DO NOT ADJUST OPACITY

Typography

• The University’s typography identity is visible across many applications, including print and electronic mediums. The following type sections have been made to best represent the voice of Carson-Newman while maintaining a consistent tone throughout various University communications.
• Use Bebas Regular for headings and any bold text. This font stands out and is easily accessible.
• Use Gotham Book or open sans for subheadings and small text. This text is easy to read and good for smaller information and passages.
• Title and details using fonts that are brand compliant for accessibility.

Logo Usage

• The University’s official logo is the Nested C-N. Versions of design can be found in every decade going back to 1916. Its use now ties together our history, heritage, and legacy in a modern format.
• FOR USE ON WHITE OR GRAY BACKGROUND. *Note the white stroke around the navy “C” (Primary)
• FOR USE ON ORANGE BACKGROUND. Reversed on Orange Orange “C” with a Navy “N” *Note the white stroke around the “N” (Alternate)
• FOR USE ON NAVY BACKGROUND. Reversed on Navy Navy “C” with an Orange “N” *Note the white stroke around the “N” (Alternate)
• A specific minimum amount of clear space (as determined by the Nested C-N mark) should be maintained around the logo and between the primary logo and any other elements, including text, graphics, images or the edge of a page. This ensures that our brand stays highly visible and prominent within a design.
• For clarity purposes please do not produce a logo smaller than 1-inch minimum for print and 50-pixel minimum for web.
• DO NOT MODIFY LOGO COLOR
• DO NOT ALTER LOGO ICON
• DO NOT ADJUST OPACITY
• DO NOT ADD DROP SHADOW
• DO NOT ADD EFFECTS TO LOGO
• DO NOT USE PREVIOUS VERSIONS
• The University’s visual identity elements must be produced or reproduced only from official artwork only. They cannot be recreated, rearranged, distorted or altered in any way. To ensure consistency, the use of all University logos must be approved by the Office of Marketing and Communications.
• NO PARTIAL IMAGE
• DO NOT FLIP THE IMAGE
• DO NOT DISTORT
• DO NOT ADD ADDITIONAL ELEMENTS
• The University’s visual identity elements must be produced only from official artwork. Using other sources to recreate, rearrange, distort or alter the logo in any way is prohibited. To ensure consistency, the use of all University logos must be approved by Marketing and Communications.

Tone And Messaging

• Our brand should reflect our values and what differentiates us from others – it is what our students, faculty, staff, alumni, friends, and all stakeholders experience when choosing Carson-Newman. How we communicate to each segment, or group, is critical. Our messaging should reflect our identity as well as the other elements of our brand.
• In the competitive world of higher education and the cluttered communication universe, speaking with one voice, consistent in look, feel and expression of our message, conveys strength and unity. Whether someone is a current student, faculty and staff, alumni, donor or friend of a potential member of any of those categories, how consistent we are in our message shapes how others perceive Carson-Newman.
• And, while consistency builds awareness, lack of uniformity erodes a brands value and often creates confusion among key stakeholders.
• While a logo is not a brand, it certainly helps convey the message of one. Done well, a logo is immediately recognizable and builds loyalty. Every department, group, club, organization, team, and agency affiliated with Carson-Newman is a conduit in delivering our story.
• Carson-Newman’s brand sets us apart from the crowd. We know the banks of Mossy Creek are a special place. Communicating that to our audience is vital.
• This guide serves as a road map for consistent messaging, visually and stylistically. Following this map helps us reach our destination in delivering consistent communication to others, whether for the first time or 50 years after graduation
• Thank you for helping us deliver our message in one voice.

Brand Values

• For us, it is the reason people choose Carson-Newman. It is the essence of who we are. Our brand should reflect our values and what differentiates us from others – it is what our students, faculty, staff, alumni, friends, and all stakeholders experience when choosing Carson-Newman. How we communicate to each segment, or group, is critical. Our messaging should reflect our identity as well as the other elements of our brand.
• Carson-Newman’s brand sets us apart from the crowd. We know the banks of Mossy Creek are a special place. Communicating that to our audience is vital.
• The tag “A Christian University” declares the University as a private, Christian institution, emphasizing its mission within higher education.

Visual Style

• The University’s official logo is the Nested C-N. Versions of design can be found in every decade going back to 1916. Its use now ties together our history, heritage, and legacy in a modern format.
• FOR USE ON WHITE OR GRAY BACKGROUND. *Note the white stroke around the navy “C” (Primary)
• FOR USE ON ORANGE BACKGROUND. Reversed on Orange Orange “C” with a Navy “N” *Note the white stroke around the “N” (Alternate)
• FOR USE ON NAVY BACKGROUND. Reversed on Navy Navy “C” with an Orange “N” *Note the white stroke around the “N” (Alternate)

Layout And Composition

• A specific minimum amount of clear space (as determined by the Nested C-N mark) should be maintained around the logo and between the primary logo and any other elements, including text, graphics, images or the edge of a page. This ensures that our brand stays highly visible and prominent within a design.
• For clarity purposes please do not produce a logo smaller than 1-inch minimum for print and 50-pixel minimum for web.
• Do not produce a logo or seal smaller than 1-inch minimum for print and SO-pixel minimumfor web.
• Reference the torch icon within the deisgn for sizing and spacing requirments.
• Have your artwork sized to the size you want to print

Presidential Seal

• The Great Seal of Carson-Newman has represented the University’s identity in some form since the institution’s founding.
• The Seal is reserved exclusively for use by the Office of the President and C-N Board of Trustees. It may also be used to represent the institution at official University events.
• The Seal should only appear in full color, Pantone 289C or black and white. For contact Marketing and Commupnications. lease inquiries on other exceptions,
• Do not produce a logo or seal smaller than 1-inch minimum for print and SO-pixel minimumfor web.
• Reference the torch icon within the deisgn for sizing and spacing requirments.

Academic Logo

• The “Torch” or academic logo is reserved soley for use by the Office of the Provost and may not be edited, duplicated, or reproduced without the express written consent of Carson-Newman University and the Office of Marketing and Communications.

Printing Guidelines

• Only PDFs can be printed
• Sending JPG/PNG files will delay print
• The largest available paper is 13"x 19"
• Must have hyphen with C-N and Carson-Newman
• Have your artwork sized to the size you want to print
• If test print is blurry we will ask you to come approve before continuing print job
• POSTERS 11" X 17" 13" X 19"
• FLYERS 8.5" X 11" 5.5" X 8.5"
• POSTCARDS 5" X 7" 6" X 4"
• BUISNESS CARDS 3.5" X 2"
• Do not produce a logo or seal smaller than 1-inch minimum for print and SO-pixel minimumfor web.

Project Planning

• The Marketing and Communications office is responsible for ensuring the correct use and maintaining the integrity of the visual identity on all University publications, supplies, materials, and equipment, whether produced by the University or outside agencies.
• Visit: www.cn.edu/designrequest
• For more information or assistance with your project, contact: Marketing and Communications design@cn.edu 865.471.3204

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