ESO

Official Websites

• https://www.eso.org
• https://archive.eso.org
• https://messenger.eso.org
• https://www.eso.org/public/france?lang

Brand Guidelines

2018

Brand Summary

Mission

• To prepare students for a meaningful and rewarding life by giving them the skills and knowledge to rise to today’s challenges and embrace tomorrow’s opportunities, while fostering innovative partnerships to build a vibrant and prosperous community [^1].

Core Values

• Quality
• Innovation
• Sustainability
• Confidence
• Excitement
• Optimism

Target Audience

• Prospective and current students, faculty, staff, community members, and partners seeking education and skills training, with a focus on health, technology, business, social services, engineering, and communications [^2].

Personality Traits

• Confident
• Excited
• Optimistic
• Future-ready
• Inclusive
• Innovative

Visual Identity Overview

• The visual identity features a modern, stylized logo with three colored bars representing the brand’s pillars, a custom wordmark, a defined color palette (Charcoal, Burgundy, Crimson, Orange), and a clean, minimalist visual style. Imagery emphasizes diversity and optimism, with consistent use of approved logo formats and clear guidelines for logo usage, color, and typography [^3].

Categories

Brand Imagery

• ![Person in Wheelchair Against Plain Background - The image should depict a person in a white shirt and dark pants seated in a wheelchair against a plain, solid maroon or dark reddish-purple background. The person is positioned slightly to the right of the center of the image, facing towards the left. The individual’s face is blurred or obscured to maintain anonymity. The wheelchair has a typical design with large rear wheels featuring black tires, metal spokes, and a black frame. The person’s feet are resting on the footrest, with legs slightly extended forward. The scene is simple and focused on the subject without additional objects or scenery, with the lighting evenly illuminating the person and wheelchair, creating minimal shadows.]
• ![Person Performing Against Red Background - The image features a person standing against a solid red background, viewed from the waist up with a slight tilt of the head. The individual has short, dark hair styled neatly. The face is intentionally blurred to obscure identity. The person is dressed in a dark, textured shawl draped over a black top, with a white shirt visible underneath. The person’s left hand is positioned near the chest with fingers spread apart, while their right hand is extended outward with a graceful gesture. Accessories include a wristwatch on the left wrist, a long chain necklace, and a thin belt around the waist. The posture is confident and poised, suggestive of a performer or speaker engaging an audience.]
• ![Person with Curly Hair on Orange Background - The image should depict a person with medium to dark skin tone and curly, shoulder-length hair, standing against an orange background that occupies most of the frame. The person’s face is blurred or obscured to maintain anonymity. They are wearing a white, zip-up cardigan with black cuffs and waistband, over a red top. The person is also wearing light blue jeans with a visible belt that has a decorative buckle. Their hands are resting at their sides, with one hand loosely gripping the belt, and they are looking toward the camera. The background features a large, curved shape in a darker orange hue, positioned behind and slightly above the person, providing a contrasting backdrop that emphasizes the figure. Overall, the image has a bright, warm, and modern aesthetic focused on the person as the central subject with simple, vivid backgrounds.]

Color Palette

• There are four Colour Versions of the Mohawk logo: 1. Full Colour Version -Burgundy, Red, Orange and Charcoal 2. Full Colour Version -Burgundy, Red, Orange and White 3. One Colour Version -Black only 4. One Colour Version -White only (REV= reverse) The symbol may be used in full colour (Burgundy, Red, Orange) or as Black or White only (REV=reverse). In addition, the symbol may be used as a watermark -i.e. reproduced less than 20% Pantone Black 7 (PMS) or less than 20% K (CMYK) THE LOGO ON DARK BACKGROUNDS The Full Colour Version (White) and the White only (REV= reverse) version are the preferred choice for use on dark backgrounds. However, the Full Colour Version (Charcoal) version of the logo can be used on solid black backgrounds for a subtle effect. Either version of the symbol (full colour or white only) is acceptable for reproduction on black backgrounds.
• Colours or proportions should not be altered.
• DO NOT change colours
• The full colour version of the brand logo is made up of four colours – Charcoal, Burgundy, Crimson and Orange. Please refer to the chart below for the correct colour designation specific to each colour model.
• Pantone Colours PMS Black 7 PMS 7421 PMS 201 PMS 158 Charcoal Burgundy Crimson Orange
• Process Colours 15Y 82K Charcoal 100M 30Y 61K Burgundy 100M 63Y 29K Crimson 60M 100Y Orange
• RGB and Hexadecimal Colours R51 G51 B51 R102 G0 B51 #333333 #660033 Charcoal Burgundy R153 G0 B51 #990033 R255 G153 B51 #ff9933
• Each colour has been carefully chosen to complement the four corporate colours. Please consult Marketing for guidance in the application of colour.
• ALWAYS use the proper colours
• Black, White, Charcoal Grey or Burgundy are recommended options as colours for pens, mugs, hats, shirts, and other apparel.

Typography

• The logotype “Mohawk” is a custom designed wordmark based on the typeface House Movements Runway. The font weight and certain letters have been modified.
• Avenir is the primary typeface used in communications. Any of the fonts in this family are permissible for use.
• Avenir LT Std - Black
• Avenir LT Std - Black Oblique
• Avenir LT Std - Heavy
• Avenir LT Std - Heavy Oblique
• Avenir LT Std - Medium
• Avenir LT Std - Medium Oblique
• Avenir LT Std - Oblique
• Avenir LT Std - Roman
• Avenir LT Std - Book
• Avenir LT Std - Book Oblique
• Avenir LT Std - Light
• Avenir LT Std - Light Oblique
• Utopia is the secondary typeface recommended for use in communications. Classified as a Transitional serif font, it has stronger contrast between thick and thin strokes and pairs well with a geometric sans serif such as Avenir. A serif font is often preferred for legibility when setting large volumes of text.
• Utopia Std - Regular
• Utopia Std - Italic
• Utopia Std - Semibold
• Utopia Std - Semibold Italic
• Utopia Std - Bold
• Utopia Std - Bold Italic
• For all web or electronic related uses, such as Microsoft Word, PowerPoint, etc., the typeface Verdana should be used. Like our primary typeface (Avenir), it is clean and legible.
• Verdana Regular
• Verdana Italic
• Verdana Bold
• Verdana Bold Italic

Logo Usage

• The Mohawk logo is a Wordmark in grey combined with a symbol representing the three pillars of our long-term strategic plan. The symbol may stand alone in some applications but the word mark must always be combined with the symbol as illustrated on this page.
• There are four Colour Versions of the Mohawk logo: 1. Full Colour Version -Burgundy, Red, Orange and Charcoal 2. Full Colour Version -Burgundy, Red, Orange and White 3. One Colour Version -Black only 4. One Colour Version -White only (REV= reverse)
• The symbol may be used in full colour (Burgundy, Red, Orange) or as Black or White only (REV=reverse).
• In addition, the symbol may be used as a watermark -i.e. reproduced less than 20% Pantone Black 7 (PMS) or less than 20% K (CMYK)
• The Full Colour Version (White) and the White only (REV= reverse) version are the preferred choice for use on dark backgrounds. However, the Full Colour Version (Charcoal) version of the logo can be used on solid black backgrounds for a subtle effect.
• Either version of the symbol (full colour or white only) is acceptable for reproduction on black backgrounds.
• Proper use of the logo is essential for promoting, maintaining and protecting the brand. It is very important that it is not modified from its original form or colour.
• Always use the approved digital files when reproducing the logo in order to avoid some of the common errors that are illustrated on this page.
• The “Mohawk“ Wordmark or logotype should never be used without the symbol. It is permissible to use the symbol without the Wordmark for use as a graphic element. Colours or proportions should not be altered.
• DO NOT rearrange elements
• DO NOT use on a busy background
• DO NOT change colours
• DO NOT use logotype without symbol
• DO NOT resize elements
• DO NOT distort or alter the proportions
• The Mohawk logo should always be positioned to ensure maximum visibility and to function optimally in any given application. It is most easily recognized when it stands out from other elements around it, which requires plenty of breathing room.
• For typical print applications such as ads or statio­nery, the minimum clear space required on all sides of the logo is equal to the width of the “m” symbol (see diagram on this page).
• To ensure legibility, use the logo no smaller than the minimum size shown here. (Height of the symbol = 0.125")

Tone And Messaging

• We believe every student attending our school deserves the opportunity to enter the next phase of their life with confidence, excitement and optimism. CONFIDENT they have the knowledge and skills to excel in their chosen field. EXCITED by their prospects for employment and success in today’s changing world. OPTIMISTIC about their future and their capacity to shape it.
• Because of this barrage of messaging in the marketplace and the complexity of our institution, it is critical to our success that we speak with one united voice.
• With your assistance, we can ensure that all communication from our institution is integrated and consistent – making each individual component, as well as our marketing efforts as a whole, stronger and more effective.
• Future Ready is an ambitious and appealing promise we have made to ourselves, our students and our community. We are committed to always being ready for the future in all aspects of college life – from course offerings to faculty and staff to facilities and resources. We are committed to preparing our graduates for a meaningful and rewarding life by giving them the skills and the knowledge to rise to today’s challenges and embrace tomorrow’s opportunities. We are committed to fostering innovative partnerships with business and not-for-profit organizations to build a vibrant and prosperous community.
• Our Brand Essence may be combined with the Mohawk logo and used as a tagline in communications. It should always be reproduced in one of the five corporate colours (shown) or in white with the reverse logo.
• ALWAYS maintain proper spacing and size ratio DO NOT reposition the tagline ALWAYS use the proper colours
• With so many different audiences, and with the involvement of all 24 colleges, it is critically important that we commit to delivering a consistent, unified message and experience throughout the campaign.
• The brand should be recognizable, whether it is being applied at the provincial level, or adapted for college-level communications. The look, feel and tone of the campaign should deliver the same meaningful message and vibrant experience.
• And while each college has a unique personality and spirit, and every touchpoint will share a distinctive message, there should be no question that we are celebrating the anniversary with the same clear, strong voice.

Brand Values

• We believe every student attending our school deserves the opportunity to enter the next phase of their life with confidence, excitement and optimism. CONFIDENT they have the knowledge and skills to excel in their chosen field. EXCITED by their prospects for employment and success in today’s changing world. OPTIMISTIC about their future and their capacity to shape it.

Visual Style

• The Mohawk logo is a Wordmark in grey combined with a symbol representing the three pillars of our long-term strategic plan. The symbol may stand alone in some applications but the word mark must always be combined with the symbol as illustrated on this page.
• There are four Colour Versions of the Mohawk logo: 1. Full Colour Version -Burgundy, Red, Orange and Charcoal 2. Full Colour Version -Burgundy, Red, Orange and White 3. One Colour Version -Black only 4. One Colour Version -White only (REV= reverse)
• The symbol may be used in full colour (Burgundy, Red, Orange) or as Black or White only (REV=reverse).
• In addition, the symbol may be used as a watermark -i.e. reproduced less than 20% Pantone Black 7 (PMS) or less than 20% K (CMYK)
• The Full Colour Version (White) and the White only (REV= reverse) version are the preferred choice for use on dark backgrounds. However, the Full Colour Version (Charcoal) version of the logo can be used on solid black backgrounds for a subtle effect.
• Either version of the symbol (full colour or white only) is acceptable for reproduction on black backgrounds.

Layout And Composition

• The Mohawk logo should always be positioned to ensure maximum visibility and to function optimally in any given application. It is most easily recognized when it stands out from other elements around it, which requires plenty of breathing room.
• For typical print applications such as ads or statio­nery, the minimum clear space required on all sides of the logo is equal to the width of the “m” symbol (see diagram on this page).
• To ensure legibility, use the logo no smaller than the minimum size shown here. (Height of the symbol = 0.125")
• Proper use of the logo is essential for promoting, maintaining and protecting the brand. It is very important that it is not modified from its original form or colour.
• Always use the approved digital files when reproducing the logo in order to avoid some of the common errors that are illustrated on this page.
• The “Mohawk“ Wordmark or logotype should never be used without the symbol. It is permissible to use the symbol without the Wordmark for use as a graphic element. Colours or proportions should not be altered.
• DO NOT rearrange elements
• DO NOT use on a busy background
• DO NOT change colours
• DO NOT use logotype without symbol
• DO NOT resize elements
• DO NOT distort or alter the proportions
• The logo format shown on the previous page is the primary brand logo used for identifying Mohawk College on all communications. However, there may be instances when it is necessary to use one of the two secondary formats shown on this page.
• The vertically stacked format is permissible for use ONLY where space requires.
• The logo versions and formats have been saved in multiple digital formats for usage in various media -RGB jpeg files, PMS eps files, PMS ai files, CMYK eps files, and CMYK ai files. The logo naming convention indicates Format, Version and file type.
• “Logo_CMYK_REV.eps” “Logo” indicates the Primary Format, “CMYK” or “PMS” indicates the Full Colour version, “REV” indicates the wordmark is white and “eps” indicates this is a vector file.
• “Logo_Vert_REV.jpg” “Logo_Vert” indicates the Vertical Format, “REV” indicates that it is the One Colour White format and “jpg” indicates this is a bit­mapped jpeg file.
• The Mohawk logo is a Wordmark in grey combined with a symbol representing the three pillars of our long-term strategic plan. The symbol may stand alone in some applications but the word mark must always be combined with the symbol as illustrated on this page.
• There are four Colour Versions of the Mohawk logo: 1. Full Colour Version -Burgundy, Red, Orange and Charcoal 2. Full Colour Version -Burgundy, Red, Orange and White 3. One Colour Version -Black only 4. One Colour Version -White only (REV= reverse)
• The symbol may be used in full colour (Burgundy, Red, Orange) or as Black or White only (REV=reverse).
• In addition, the symbol may be used as a watermark -i.e. reproduced less than 20% Pantone Black 7 (PMS) or less than 20% K (CMYK)
• The Full Colour Version (White) and the White only (REV= reverse) version are the preferred choice for use on dark backgrounds. However, the Full Colour Version (Charcoal) version of the logo can be used on solid black backgrounds for a subtle effect.
• Either version of the symbol (full colour or white only) is acceptable for reproduction on black backgrounds.

Brand Architecture

• Brand architecture defines how a company or institution classifies and names its products and services.
• The Mohawk College brand architecture will determine how students and other external stakeholders understand and interact with Mohawk College. It is the external “face” of the college and it must support the overall brand strategy. Mohawk College is in the business of skills training and higher education.
• Academic programs are the products and services we offer.
• Our academic programs are grouped by themes to aid program search. Programs can be found through more than one theme. By far, the largest number of programs will be found through the Health and Technology Themes. Academic Streams will further refine program search.
• The Mohawk College brand architecture system utilizes a Master Brand strategy.
• One brand name dominates all products and services.
• Use of Mohawk or Mohawk College is dependent on the medium, the context of the message, target audience and the region the message is being used in. For example – • the primary version would be used for all on-site executions • the primary version would be used when it is clearly in an educational environment • the secondary logo would be used within a grouping of logos (ie. Sponsorship) unrelated to education • the secondary logo would be used in promotional materials placed outside of the region/catchment
• Mohawk College Foundation, Mohawk College Alumni and Mohawk College International are vital to the overall success and sustainability of the College; however, it is a part of the Mohawk brand and would not exist as a separate entity unto itself. As such, it should always be represented with the Mohawk logo.
• A product or facility that has its own name is a sub-brand. It is always combined with the Master Brand in the brand identity system.
• Note: The naming of schools would dilute the strength of the Master Brand. The only exceptions are the Marshall School of Skilled Trades & Apprenticeship and the McKeil School of Business. The naming of physical properties -i.e. facilities, campuses and wings -is recommended for development opportunities.
• An endorsed brand is the primary name used to refer to a product or service. It is a brand that is endorsed by the Master Brand; however, it is given much greater visual weight than the Master Brand. In this situation, the corporate or parent brand lends credibility or assurance to the endorsed brand without overpowering it with its own associations.
• Mohawk College supports some distinct ventures and partnerships with businesses in our community. Because they present themselves externally as distinct areas of practice, these entities require unique names and visual identities.

Co Branding

• Occasionally, Mohawk College enters into partnerships with other academic institutions. In joint communications, care must be taken to ensure each institution is properly and fairly represented as partners. In most instances, this means ensuring that their respective logos have equal representation or visual weight in the communications. Use the following as a guide for size and alignment when placing logos side by side or in a stacked presentation.
• Width = A Width = 2.5 x A Min. Space
• The David Braley Athletic & Recreation Centre is a new facility located on the Fennell Campus. It is managed by the YMCA It is a Mohawk Sub-Brand and as such, requires its own logo. In communication and signage, this logo will often appear with the YMCA logo to signify their partnership. There is only one acceptable way to display both logos together when used in communications. For on-campus signage, it is acceptable to use a secondary version of the sub-brand logo. Refer to the diagram below for size and alignment guides.
• Min. Space

Brand Partnerships

• Occasionally, Mohawk College enters into partnerships with other academic institutions. In joint communications, care must be taken to ensure each institution is properly and fairly represented as partners. In most instances, this means ensuring that their respective logos have equal representation or visual weight in the communications. Use the following as a guide for size and alignment when placing logos side by side or in a stacked presentation.
• The David Braley Athletic & Recreation Centre is a new facility located on the Fennell Campus. It is managed by the YMCA It is a Mohawk Sub-Brand and as such, requires its own logo. In communication and signage, this logo will often appear with the YMCA logo to signify their partnership. There is only one acceptable way to display both logos together when used in communications. For on-campus signage, it is acceptable to use a secondary version of the sub-brand logo. Refer to the diagram below for size and alignment guides.

Additional Properties

Employees History