Evergreen

📋 1 Guidelines

🔗 Connections

Sector

Renewable energy Ngo

Region

Usa

Guideline Year

2020

Language

English

Tags

Featured Ngo

Official Websites

Brand Guidelines

2020

Brand Summary

Mission
  • The Evergreen State College prepares creative minds for the way the world happens now, and the next now, empowering students to make their unique impact on an ever-changing world [^1].
Core Values
  • Openhearted
  • Inventive
  • Ambitious
  • Real
  • Evolving
Target Audience
  • Prospective students, parents, guidance counselors, current students, alumni, community leaders, policymakers, faculty, and staff, with messaging tailored to each group [^2].
Personality Traits
  • Openhearted
  • Inventive
  • Ambitious
  • Real
  • Evolving
Visual Identity Overview
  • The visual identity is nature-inspired, featuring minimalist landscape imagery (evergreen tree, mountain, sun/moon), a core palette of greens and grays, and clean, modern typography. The logo is central, with strict guidelines for usage, clear space, and color. Photography emphasizes community, creativity, and genuine moments, often in natural settings [^3].

Categories

Brand Voice
  • These five values—developed through extensive internal and external research as well as listening to current students and faculty—articulate Evergreen’s voice and personality. Use these brand values as a guide when writing about Evergreen or telling our story. Openhearted We value connection—to ourselves, our passions, our community, and the world. Inventive We don’t think or work in traditional silos; we create new ways to approach learning. Ambitious We never sit still. We prepare to leave our mark on the world. Real We talk to each other about personal interests and big ideas, respectfully but without artifice. Evolving We know we can always find better ways, and we are excited to work toward them.
  • The brand story is a narrative written to convey that passion to audiences less familiar with Evergreen. It helps affirm the important emotional connection that helps a reputation have true impact. The language is inspired by real voices in the Evergreen community. Used consistently as a foundation for copywriting and scripting, the brand story will tie together all of our communications—from websites to brochures to speeches—and raise awareness of our unique and powerful impact on the ever-changing world.
  • Using these messages as source material for targeted outreach will begin to infuse every specific communications channel with a consistent voice for the Evergreen brand.
  • Avoid using the abbreviation TESC for any external communications. A simple “Evergreen” evokes more meaning, and feels more conversational.
Brand Imagery
  • Evergreen photography should evoke feelings of community and creativity. The focus should be on the interaction between students and faculty, students working with other students, and students interacting with the wider world. Given Evergreen’s focus on the natural world, photos should embrace the lushness and tactile moments nature provides. Photography should feel genuine and in the moment versus posed and unnatural.
  • Photographers should highlight and elevate the joy and beauty in the everyday. Use of natural light is strongly recommended.
  • Show students at work
  • Show diverse students collaborating, with an equal field of focus
  • Capture teaching moments
  • Capture intimate moments around campus
  • Showcase the beauty of the campus
  • Include activities and spots off campus
  • Get close and focus on the subject
  • Show interaction with nature
  • Show unique on-campus events
Color Palette
  • Core Palette PMS: 7743 C CMYK: 71.8.100.50 Forest RGB: 38.103.38 HEX: #266726 PMS: 430 C CMYK: 33.18.13.40 Stone RGB: 114.128.138 HEX: #72808a
  • Evergreen has three color palettes: The Core Palette, the Greenery Palette, and the Vibrant Palette (contact Marketing and Communications for more information).
  • The Core Palette is made up of the full-color logo colors plus white. They are to be used across all communications and applications, including as background colors and body copy.
  • The Greenery Palette includes the core logo colors and builds on them. This palette draws from the natural beauty surrounding our campus.
  • Color Usage Preferred Full-Color Logo The PMS, CMYK or RGB full-color logos are preferred. Use PMS for any offset printing needs or when printing signage or apparel that use PMS inks. Use CMYK for any print use such as collateral or business materials. Use RGB for electronic use such as PowerPoint projections, digital or TV use.
  • 1-Color Logos Use the 1-color version when cost is a consideration or when inks are limited.
  • Reverse Logos Use the reverse logos for applications on color or photographic backgrounds. Always ensure that the background you choose provides sufficient clear space and contrast for the logo.
  • Greenery Palette PMS: 580 C CMYK: 20.0.36.0 RGB: 207.229.181 HEX: #cfe5b5 PMS: 576 C CMYK: 54.5.94.24 RGB: 103.150.58 HEX: #67963a Stone Forest Cloud PMS: 430 C PMS: 7743 C PMS:White CMYK: 33.18.13.40 CMYK: 71.8.100.50 CMYK: 0.0.0.0 RGB: 114.128.138 RGB: 38.103.38 RGB: 255.255.255 HEX: #72808a HEX: #266726 HEX: #ffffff PMS: 350 C CMYK: 80.21.79.64 RGB: 0.73.44 HEX: #00492¢
  • Do not substitute colors for any elements in the logo.
Typography
  • For professionally produced print materials, Evergreen’s primary font Avenir should be used. Please contact Marketing and Communications for font purchasing information.
  • Avenir should be used in all caps for short headlines, and sentence case for longer headlines, sub-headlines, and text.
  • Avenir sub-headlines should be about 1/2 the size of headline.
  • The leading should be reduced to a couple of points less than default.
  • Caecilia LT is the supporting font for Evergreen print materials. It is used in body copy for its clear readability and for call out or highlighted text. Caecilia LT should never be used in headlines.
  • Caecilia LT should be sentence case.
  • The leading should be increased a couple of points from the default setting.
  • For reversed type, use 10-point 55 Roman or larger. For best readability, do not use 45 light.
  • In most cases, staff should use the desktop fonts provided below. The desktop fonts listed below are pre-loaded on all PC and Mac computers. They can be used in Microsoft applications like Word and Powerpoint.
Logo Usage
  • The primary logo is to be used on most materials. Use the version with the tagline on any outward-facing materials. It may not be reconstructed or altered in any way. It must be reproduced from high-resolution digital files.
  • Please refer to this guide for proper usage of logo and tagline. For additional guidance, contact Marketing and Communications at marketing@evergreen.edu.
  • To suit the variety of applications there are three variations of the logo: primary, secondary, and full-name. The role and use of each variation of the logo are explained on subsequent pages.
  • A tagline version of the logo is to be used in most applications. Use the version without the tagline when the logo would be too small for the tagline to be legible (e.g. when used on pens or embroidery items), and for collateral pieces or other materials where including the tagline would be redundant or undesirable given the context. Use the location version when it is important to differentiate the Olympia campus from the Tacoma location or to add context to the school name.
  • Please do not alter, redraw, or add any additional words or graphic elements to the logo. Always use approved and provided electronic artwork. For additional logo files, contact Marketing and Communications at marketing@evergreen.edu.
  • Evergreen’s primary logo should be used whenever possible to reflect the whole of the college. The tagline version of the primary logo is to be used in most outward-facing materials representing the college.
  • Evergreen’s secondary logo should be used when space restrictions do not accommodate the primary logo. However, it should never be used as preference over the primary logo.
  • Evergreen’s full-name logo should not be your first choice, as the primary brand is the word “Evergreen” alone. However, the full-name logo should be used whenever additional context is needed to differentiate Evergreen from other colleges or universities. Please don’t refer to the College as “TESC.” This version of the logo should not be used in marketing items such as T-shirts or on any materials that do not also feature the primary logo.
  • No elements of the logo should be modified. Avoiding these misapplications helps maintain the visual integrity of the brand and allows for a cohesive look across all materials. Some examples of what should be avoided are listed here.
  • Maintain the proportions of the logo as shown.
  • Do not obscure any part of the logo.
  • Do not add a drop shadow or any other special effects to the logo.
  • Do not reconfigure elements of the logo or change the wording.
  • Do not use other fonts for the logo.
  • Do not place the logo on a densely patterned background.
  • Do not substitute colors for any elements in the logo.
  • Do not squeeze or physically alter the proportions of the logo.
  • Do not place additional graphic elements on the logo, such as a border.
  • The Evergreen logo should always be afforded a predetermined area of breathing space, referred to as clear space. This ensures that the identity maintains its hierarchy and is not overwhelmed by other visual elements. See diagrams below for the appropriate clear space for the various logos. The clear space equals half the size of the mark.
  • The primary and full-name logos must always be reproduced so the width of the logo measures a minimum of 1" wide to ensure all elements of the identity are legible. The secondary logo must be reproduced at a minimum of 1.375" wide.
Tone And Messaging
  • Our brand values are the collection of attributes we seek to project through our communications. These five values—developed through extensive internal and external research as well as listening to current students and faculty—articulate Evergreen’s voice and personality. Use these brand values as a guide when writing about Evergreen or telling our story. Openhearted We value connection—to ourselves, our passions, our community, and the world. Inventive We don’t think or work in traditional silos; we create new ways to approach learning. Ambitious We never sit still. We prepare to leave our mark on the world. Real We talk to each other about personal interests and big ideas, respectfully but without artifice. Evolving We know we can always find better ways, and we are excited to work toward them.
  • The brand story is a narrative written to convey that passion to audiences less familiar with Evergreen. It helps affirm the important emotional connection that helps a reputation have true impact. The language is inspired by real voices in the Evergreen community. Used consistently as a foundation for copywriting and scripting, the brand story will tie together all of our communications—from websites to brochures to speeches—and raise awareness of our unique and powerful impact on the ever-changing world.
  • These targeted message blocks are designed to help adapt the brand story to specific key audiences. Each block combines the larger ideas of the brand story with the most relevant benefits for each audience. Using these messages as source material for targeted outreach will begin to infuse every specific communications channel with a consistent voice for the Evergreen brand.
  • Below are some tips for using the story to accomplish our goals: • Keep the story front and center. • Use real-world examples to support the story. Build off the story and incorporate instances of how the work you are doing helps Evergreen reflect the world that our students are preparing to meet. • Avoid using the abbreviation TESC for any external communications. A simple “Evergreen” evokes more meaning, and feels more conversational. • Be confident in using the brand and talking points as a starting point to describe the organization before going into detail about your individual work.
  • The fundamental idea in our brand story is that Evergreen is the college where students determine their own way forward to prepare them for an ever-changing nature of the world. Thus our tagline, Your Way to the World, is an invitation for all of those who are inspired by the complexity of the world and want to create and learn on their own terms.
Brand Values
  • Our brand values are the collection of attributes we seek to project through our communications. These five values—developed through extensive internal and external research as well as listening to current students and faculty—articulate Evergreen’s voice and personality. Use these brand values as a guide when writing about Evergreen or telling our story.
  • Openhearted We value connection—to ourselves, our passions, our community, and the world.
  • Inventive We don’t think or work in traditional silos; we create new ways to approach learning.
  • Ambitious We never sit still. We prepare to leave our mark on the world.
  • Real We talk to each other about personal interests and big ideas, respectfully but without artifice.
  • Evolving We know we can always find better ways, and we are excited to work toward them.
Visual Style
  • The primary logo is to be used on most materials. Use the version with the tagline on any outward-facing materials. It may not be reconstructed or altered in any way. It must be reproduced from high-resolution digital files.
  • Please do not alter, redraw, or add any additional words or graphic elements to the logo. Always use approved and provided electronic artwork.
  • A tagline version of the logo is to be used in most applications. Use the version without the tagline when the logo would be too small for the tagline to be legible (e.g. when used on pens or embroidery items), and for collateral pieces or other materials where including the tagline would be redundant or undesirable given the context.
  • Use the location version when it is important to differentiate the Olympia campus from the Tacoma location or to add context to the school name.
  • Evergreen’s primary logo should be used whenever possible to reflect the whole of the college. The tagline version of the primary logo is to be used in most outward-facing materials representing the college.
  • Evergreen’s secondary logo should be used when space restrictions do not accommodate the primary logo. However, it should never be used as preference over the primary logo.
  • Evergreen’s full-name logo should not be your first choice, as the primary brand is the word “Evergreen” alone. However, the full-name logo should be used whenever additional context is needed to differentiate Evergreen from other colleges or universities.
  • No elements of the logo should be modified. Avoiding these misapplications helps maintain the visual integrity of the brand and allows for a cohesive look across all materials.
  • Maintain the proportions of the logo as shown.
  • Do not obscure any part of the logo.
  • Do not add a drop shadow or any other special effects to the logo.
  • Do not reconfigure elements of the logo or change the wording.
  • Do not use other fonts for the logo.
  • Do not place the logo on a densely patterned background.
  • Do not substitute colors for any elements in the logo.
  • Do not squeeze or physically alter the proportions of the logo.
  • Do not place additional graphic elements on the logo, such as a border.
  • The Evergreen logo should always be afforded a predetermined area of breathing space, referred to as clear space. This ensures that the identity maintains its hierarchy and is not overwhelmed by other visual elements. See diagrams below for the appropriate clear space for the various logos. The clear space equals half the size of the mark.
  • The primary and full-name logos must always be reproduced so the width of the logo measures a minimum of 1" wide to ensure all elements of the identity are legible. The secondary logo must be reproduced at a minimum of 1.375" wide.
  • Evergreen has three color palettes: The Core Palette, the Greenery Palette, and the Vibrant Palette (contact Marketing and Communications for more information).
  • The Core Palette is made up of the full-color logo colors plus white. They are to be used across all communications and applications, including as background colors and body copy.
  • The Greenery Palette includes the core logo colors and builds on them. This palette draws from the natural beauty surrounding our campus.
  • The PMS, CMYK or RGB full-color logos are preferred. Use PMS for any offset printing needs or when printing signage or apparel that use PMS inks. Use CMYK for any print use such as collateral or business materials. Use RGB for electronic use such as PowerPoint projections, digital or TV use.
  • Use the 1-color version when cost is a consideration or when inks are limited.
  • Use the reverse logos for applications on color or photographic backgrounds. Always ensure that the background you choose provides sufficient clear space and contrast for the logo.
  • For professionally produced print materials, Evergreen’s primary font Avenir should be used.
  • Avenir should be used in all caps for short headlines, and sentence case for longer headlines, sub-headlines, and text.
  • Avenir sub-headlines should be about 1/2 the size of headline.
  • The leading should be reduced to a couple of points less than default.
  • Caecilia LT is the supporting font for Evergreen print materials. It is used in body copy for its clear readability and for call out or highlighted text. Caecilia LT should never be used in headlines.
  • Caecilia LT should be sentence case.
  • The leading should be increased a couple of points from the default setting.
  • For reversed type, use 10-point 55 Roman or larger. For best readability, do not use 45 light.
  • In most cases, staff should use the desktop fonts provided below. The desktop fonts listed below are pre-loaded on all PC and Mac computers. They can be used in Microsoft applications like Word and Powerpoint.
  • Evergreen photography should evoke feelings of community and creativity. The focus should be on the interaction between students and faculty, students working with other students, and students interacting with the wider world. Given Evergreen’s focus on the natural world, photos should embrace the lushness and tactile moments nature provides. Photography should feel genuine and in the moment versus posed and unnatural.
  • Photographers should highlight and elevate the joy and beauty in the everyday. Use of natural light is strongly recommended.
  • Show students at work
  • Show diverse students collaborating, with an equal field of focus
  • Capture teaching moments
  • Capture intimate moments around campus
  • Showcase the beauty of the campus
  • Include activities and spots off campus
  • Get close and focus on the subject
  • Show interaction with nature
  • Show unique on-campus events
🐛 Report