Eastern Illinois University

Official Websites

• https://www.eiu.edu
• http://www.eiu.edu/media/stylebook.php
• http://www.eiu.edu

Brand Guidelines

2017

Brand Summary

Mission

• The cornerstone of our mission has always been to go all in on every student and invest everything we have in empowering them to take their talents and dreams to heights even they didn’t think possible [^1].

Core Values

• active community of opportunity
• fully engaged faculty, staff and administrators
• sized for success
• accessible and inclusive experience

Target Audience

• Students from all kinds of backgrounds and experiences who are seeking a welcoming, supportive, and inclusive environment to grow academically and personally [^2].

Personality Traits

• welcoming
• tight-knit
• caring
• supportive
• encouraging
• challenging
• fun

Visual Identity Overview

• The visual identity is bold, energetic, bright, and contemporary, with a focus on high-resolution, action-oriented, and editorial photography. The primary color is EIU blue, supported by bright blue and cool gray accents. Typography uses Futura Bold for headlines and Avenir for body copy, emphasizing clarity and modernity [^3].

Categories

Brand Voice

• The voice of our brand is welcoming and one that always reassures students that EIU is a place where they’re valued, where they will be inspired and encouraged, and where faculty are wholly devoted to helping them succeed. Because this is who EIU is as an institution.
• YOUR SUCCESS IS OUR LIFE’S WORK.
• Ever had that feeling that comes from knowing you’re somewhere you truly belong? With people who are as inspired by your goals and dreams and growth as you are. At a place big enough to offer endless opportunities, but without ever being lost in the crowd. In a community that’s welcoming, inclusive, and relentlessly committed to your success.
• At Eastern Illinois University, this is what being “all in” means to us.
• SO LET’S DO THIS. TOGETHER.

Brand Imagery

• Photography may be used as four-color or monotone (PMS 2945 C). To allow for greater readability an EIU Blue or a white screen may be used. The opacity of the screen may be adjusted as necessary to increase readability and create the correct balance between color and photo.
• use only high-resolution photography in all instances no matter what the subject of the image is, the quality of the photograph should always be superior.
• EIU is an energetic place, so we want photography to capture people being actively engaged in research, internships, classroom projects and learning, community service, the arts, and extracurricular activities.
• use shots of campus to evoke a welcoming sense of place, showcase the beauty of the EIU campus, and allow prospective students to envision themselves there. Shots of downtown should highlight the small, safe community feel.
• photography should reflect the extraordinary support students receive on campus, such as working closely with faculty in class and labs, one­to-one meetings in faculty offices, working in small groups, and interacting with each other and EIU staff.
• students and faculty come to EIU from all over, so it’s important that photography convey the broad range of backgrounds and experiences they bring with them to campus. They souId be represented as positive, inspired, focused, and committed to success.

Color Palette

• The EIU blue is the primary color and provides the framework basis of design. The accent colors are bright blue and cool gray and are to be used to aid in creating hierarchy and visual interest.

Typography

• Our primary typefaces are Futura Bold and Avenir. Futura Bold should only be used for headlines and when a statement or quote requires heavy emphasis. When using Futura Bold only uppercase characters may be used. Avenir Black is used for secondary headlines and Avenir Light is used for larger blocks of copy.
• PRIMARY HEADLINE FUTURA BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
• SECONDARY HEADLINE AVENIR BLACK ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
• BODY COPY Avenir Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Logo Usage

• EIU’s Logo guidelines can be found online in the following location: www.eiu.edu/marcom/2021EIULogoldentityGuide.pdf

Tone And Messaging

• Confident, but not braggy. Smart, but never snooty. Conversational, but elevated. And welcoming. Always welcoming. This is the tone that should be used to convey EIU’s spirit of extraordinary investment in individuals.
• Content should be written in a way that’s engaging, concise, and accurately reflects who we are. We’ll want to make use of second person POV (“you”) as a way to speak directly to our audiences and make the messaging more relatable.
• Don’t get hung up on always being technically perfect with grammar. Sentence fragments are ok. Beginning sentences with “And” is ok. EIU is not an overly formal place, and it’s more important to write content that engages the reader and compels them to keep reading than always playing by the rules.
• A big part of EIU’s tone is the use of truisms as a way to capture who we are.
• The voice of our brand is welcoming and one that always reassures students that EIU is a place where they’re valued, where they will be inspired and encouraged, and where faculty are wholly devoted to helping them succeed. Because this is who EIU is as an institution.

Brand Values

• IT’S NOT ABOUT REINVENTING WHO WE ARE.
• IT IS ABOUT REAFFIRMING AND REMINDING PEOPLE ABOUT WHO WE HAVE ALWAYS BEEN.
• Our brand story rests firmly on the strength of our key brand pillars, which represent our highest principles, deepest commitments and greatest achievements. They are clear and compelling proof points that support the brand promise and guide the brand story. The following brand pillars are written in the voice of our brand, as if communicating to the external audiences about who EIU is and what we stand for.
• ACTIVE COMMUNITY OF OPPORTUNITY Wherever students’ interests lead, we’ve got a community to develop them. Students can dive into clubs, join D1 and club athletics. And they can grow through community service, faculty-mentored research, networking with alumni, Greek life, study abroad, internships, scholarships, and limitless others, including creating a whole new club and inspiring others.
• FULLY ENGAGED FACULTY, STAFF AND ADMINISTRATORS. It means our faculty finds extra hours in a 24-hour day to keep office hours going until the last question is understood. And that relentless commitment extends to staff and administrators. They pour the investment of their time and energy into students without limit, and expect the same from them, because the payoff is too important.
• SIZED FOR SUCCESS Confidence and growth comes in part because our campus and community are safe and welcoming. But the surroundings are also another aspect that helps students succeed by keeping distractions to a minimum so they can stay focused on working towards their goals. Students are immersed in learning, inspiration and support so they’re discovering and growing all the time. We want everything around our students to be a constant part of building toward their success.
• ACCESSIBLE AND INCLUSIVE EXPERIENCE Students from all kinds of backgrounds and experiences succeed at EIU. We make the experience accessible and inclusive, and that makes them feel inspired, focused and committed to their education. They have a place in a welcoming environment built on respect for individuals, high expectations for what they can achieve, and investment in helping them like they’ve never experienced. We tailor everything around this goal, making this a public school that feels like an intimate, dedicated private one.
• Our character is the DNA that shapes and forms our distinctive brand identity. They are the emotions we want to convey in our expression of the brand, however not necessarily the words we use in our brand voice. It’s who EIU is at its core. In its heart. In its soul. These are the characteristics that must always have a presence in marketing and communications efforts.
• WELCOMING TIGHT-KNIT CARING SUPPORTIVE ENCOURAGING CHALLENGING FUN

Visual Style

• Simple Blue Geometric Shapes - The image should feature a design with two large, bold, navy blue parallelograms or slanted rectangles positioned side by side, with a clear white space between them. Each shape should have sharp, clean edges, and the overall composition should emphasize symmetry and balance. The background should be white or a very light neutral color to enhance contrast and make the blue shapes stand out prominently. The aesthetic is minimalistic, possibly intended for branding or logo purposes, with no additional decorative elements or textures.
• Minimalist Blue Parallelograms - The image consists of two large, vertical, parallelogram-shaped elements, colored in a solid dark blue. These shapes are positioned side by side with a narrow, white vertical gap separating them, both oriented at a slight diagonal angle from the bottom left to the top right. The background is plain white, providing contrast to the blue shapes. The overall composition is minimalist, focusing on the geometric forms and the interplay of color and space.
• The EIU blue is the primary color and provides the framework basis of design. The accent colors are bright blue and cool gray and are to be used to aid in creating hierarchy and visual interest.
• Our primary typefaces are Futura Bold and Avenir. Futura Bold should only be used for headlines and when a statement or quote requires heavy emphasis. When using Futura Bold only uppercase characters may be used. Avenir Black is used for secondary headlines and Avenir Light is used for larger blocks of copy.
• use only high-resolution photography in all instances no matter what the subject of the image is, the quality of the photograph should always be superior.
• Photography may be used as four-color or monotone (PMS 2945 C). To allow for greater readability an EIU Blue or a white screen may be used. The opacity of the screen may be adjusted as necessary to increase readability and create the correct balance between color and photo.
• Bold. Energetic. Bright. Contemporary. These are some of the words that capture the spirit of the photography style for the EIU brand. Because it reflects the authentic nature of the EIU community. We want the photography to feel editorial and vibrant. Here are some guidelines on image style:
• EIU is an energetic place, so we want photography to capture people being actively engaged in research, internships, classroom projects and learning, community service, the arts, and extracurricular activities.
• use shots of campus to evoke a welcoming sense of place, showcase the beauty of the EIU campus, and allow prospective students to envision themselves there. Shots of downtown should highlight the small, safe community feel.
• photography should reflect the extraordinary support students receive on campus, such as working closely with faculty in class and labs, one­to-one meetings in faculty offices, working in small groups, and interacting with each other and EIU staff.
• students and faculty come to EIU from all over, so it’s important that photography convey the broad range of backgrounds and experiences they bring with them to campus. They souId be represented as positive, inspired, focused, and committed to success.

Layout And Composition

• The image should feature a design with two large, bold, navy blue parallelograms or slanted rectangles positioned side by side, with a clear white space between them. Each shape should have sharp, clean edges, and the overall composition should emphasize symmetry and balance. The background should be white or a very light neutral color to enhance contrast and make the blue shapes stand out prominently. The aesthetic is minimalistic, possibly intended for branding or logo purposes, with no additional decorative elements or textures.
• The image consists of two large, vertical, parallelogram-shaped elements, colored in a solid dark blue. These shapes are positioned side by side with a narrow, white vertical gap separating them, both oriented at a slight diagonal angle from the bottom left to the top right. The background is plain white, providing contrast to the blue shapes. The overall composition is minimalist, focusing on the geometric forms and the interplay of color and space.

Brand Promise

• Our brand promise is our differentiated customer benefit. It represents what EIU believes it can authentically and distinctively deliver to the world.
• This isn’t a tagline or a slogan meant for public consumption. If it were to ever find its way onto a billboard, it would mean we had done something wrong. This is an internal guiding statement to keep all of us within the same set of creative guardrails.
• EASTERN ILLINOIS UNIVERSITY’S EXTRAORDINARY INVESTMENT IN THE CARE AND SUPPORT OF EACH INDIVIDUAL GIVES STUDENTS THE CONFIDENCE AND COMPETENCY TO EXCEL IN SCHOOL AND LIFE.

Brand Pillars

• Our brand story rests firmly on the strength of our key brand pillars, which represent our highest principles, deepest commitments and greatest achievements. They are clear and compelling proof points that support the brand promise and guide the brand story. The following brand pillars are written in the voice of our brand, as if communicating to the external audiences about who EIU is and what we stand for.
• ACTIVE COMMUNITY OF OPPORTUNITY Wherever students’ interests lead, we’ve got a community to develop them. Students can dive into clubs, join D1 and club athletics. And they can grow through community service, faculty-mentored research, networking with alumni, Greek life, study abroad, internships, scholarships, and limitless others, including creating a whole new club and inspiring others.
• FULLY ENGAGED FACULTY, STAFF AND ADMINISTRATORS. It means our faculty finds extra hours in a 24-hour day to keep office hours going until the last question is understood. And that relentless commitment extends to staff and administrators. They pour the investment of their time and energy into students without limit, and expect the same from them, because the payoff is too important.
• SIZED FOR SUCCESS Confidence and growth comes in part because our campus and community are safe and welcoming. But the surroundings are also another aspect that helps students succeed by keeping distractions to a minimum so they can stay focused on working towards their goals. Students are immersed in learning, inspiration and support so they’re discovering and growing all the time. We want everything around our students to be a constant part of building toward their success.
• ACCESSIBLE AND INCLUSIVE EXPERIENCE Students from all kinds of backgrounds and experiences succeed at EIU. We make the experience accessible and inclusive, and that makes them feel inspired, focused and committed to their education. They have a place in a welcoming environment built on respect for individuals, high expectations for what they can achieve, and investment in helping them like they’ve never experienced. We tailor everything around this goal, making this a public school that feels like an intimate, dedicated private one.

Brand Character

• Our character is the DNA that shapes and forms our distinctive brand identity. They are the emotions we want to convey in our expression of the brand, however not necessarily the words we use in our brand voice. It’s who EIU is at its core. In its heart. In its soul. These are the characteristics that must always have a presence in marketing and communications efforts.
• WELCOMING TIGHT-KNIT CARING SUPPORTIVE ENCOURAGING CHALLENGING FUN

Brand Ethos

• Our brand ethos is the narrative that captures the essential character of the brand in an emotional, persuasive and definitive manner.
• ALL IN We believe every one of our students can reach heights they never realized were possible given the right circumstances. In the right place, with the right people around them, they can learn and grow like never before, and open up greater possibilities than they imagined.
• imagine doing it any other way. While the size is personal, there are also plenty of opportunities to grow, from engaging in clubs and sports, to community service and networking with our dedicated alumni.
• IT’S THAT SIMPLE, IT’S THAT LIFE-CHANGING. When we welcome a student, we’re all in. We’re committed to helping them achieve. To lift them up so they can see what they can become. We make an extraordinary, personal investment in each student that most schools would never consider. Faculty members here are incredibly invested in you as a person, well beyond imparting knowledge. Most are longtime members of our close community and can’t
• The investment is an extraordinary amount of time and caring. And the payoff for students’ lives is thrilling and lasting. It’s no wonder people feel so strongly about our place, once they’ve been here. We call it “bleeding blue.” All you have to do is be ready to explore, engage and grow as our community invests in you. So you can step into a life you never knew was possible.
• WE THINK THAT’S TRULY EXTRAORDINARY.

Editorial Guidelines

• There are certain editorial elements you’ll encounter that we need to ensure are being presented correctly and consistently. From our name, to aspects of our history to the way we refer to people and places around our campus. Keep in mind why this is important. When we tell our story to the world, it’s critical that we’re consistent in our terminology and style in order to make it clear that we know who we are as an institution, a community, and a culture.
• EIU’s Editorial guidelines can be found here: www.eiu.edu/media/stylebook.php

Brand Platform

• “AT EIU STUDENTS SURPASS THEIR OWN EXPECTATIONS.”
• Our brand promise is our differentiated customer benefit. It represents what EIU believes it can authentically and distinctively deliver to the world.
• This isn’t a tagline or a slogan meant for public consumption. If it were to ever find its way onto a billboard, it would mean we had done something wrong. This is an internal guiding statement to keep all of us within the same set of creative guardrails.
• EASTERN ILLINOIS UNIVERSITY’S EXTRAORDINARY INVESTMENT IN THE CARE AND SUPPORT OF EACH INDIVIDUAL GIVES STUDENTS THE CONFIDENCE AND COMPETENCY TO EXCEL IN SCHOOL AND LIFE.
• Our brand story rests firmly on the strength of our key brand pillars, which represent our highest principles, deepest commitments and greatest achievements. They are clear and compelling proof points that support the brand promise and guide the brand story. The following brand pillars are written in the voice of our brand, as if communicating to the external audiences about who EIU is and what we stand for.
• ACTIVE COMMUNITY OF OPPORTUNITY Wherever students’ interests lead, we’ve got a community to develop them. Students can dive into clubs, join D1 and club athletics. And they can grow through community service, faculty­mentored research, networking with alumni, Greek life, study abroad, internships, scholarships, and limitless others, including creating a whole new club and inspiring others.
• FULLY ENGAGED FACULTY, STAFF AND ADMINISTRATORS. It means our faculty finds extra hours in a 24-hour day to keep office hours going until the last question is understood. And that relentless commitment extends to staff and administrators. They pour the investment of their time and energy into students without limit, and expect the same from them, because the payoff is too important.
• SIZED FOR SUCCESS Confidence and growth comes in part because our campus and community are safe and welcoming. But the surroundings are also another aspect that helps students succeed by keeping distractions to a minimum so they can stay focused on working towards their goals. Students are immersed in learning, inspiration and support so they’re discovering and growing all the time. We want everything around our students to be a constant part of building toward their success.
• ACCESSIBLE AND INCLUSIVE EXPERIENCE Students from all kinds of backgrounds and experiences succeed at EIU. We make the experience accessible and inclusive, and that makes them feel inspired, focused and committed to their education. They have a place in a welcoming environment built on respect for individuals, high expectations for what they can achieve, and investment in helping them like they’ve never experienced. We tailor everything around this goal, making this a public school that feels like an intimate, dedicated private one.
• Our character is the DNA that shapes and forms our distinctive brand identity. They are the emotions we want to convey in our expression of the brand, however not necessarily the words we use in our brand voice.
• It’s who EIU is at its core. In its heart. In its soul. These are the characteristics that must always have a presence in marketing and communications efforts.
• Our centering idea is grounded in the essential truth of our institution. The brand idea is a simple, declarative, authentic and compelling idea. It is the rally cry that ignites the brand on all levels.

Centering Idea

• Our centering idea is grounded in the essential truth of our institution. The brand idea is a simple, declarative, authentic and compelling idea. It is the rally cry that ignites the brand on all levels.

Brand Execution

• ANIMATED DIGITAL ADS
• STATIC DIGITAL ADS

Print Guidelines

• THE EASTERN ILLINOIS UNIVERSITY BRAND Now, it’s on you. And that’s a good thing. EIU is a place and a community filled with people who are passionate about the investment we make in each and every student, and who are ready, willing, and able to help bring our story to the world. Because we all bleed blue. Remember, every sentence matters. Every picture counts. Every communication is an opportunity to tell the world who we are, our way. At Eastern Illinois University, this is what being “all in” means to us. So let’s do this. Together.

Digital Advertising Guidelines

• DIGITAL ADVERTISING
• ANIMATED DIGITAL ADS
• STATIC DIGITAL ADS

Web Guidelines

• WEB

Additional Properties

Employees History