Lone Star College

Official Websites

• https://www.lonestar.edu
• http://www.lonestar.edu
• http://www.nhmccd.edu
• http://www.nhmccd.cc.tx.us

Brand Guidelines

2017

Brand Summary

Mission

• To help people improve their lives through learning [^1].

Core Values

• commitment to quality
• approachable
• inspiring
• engaging
• welcoming spirit
• growth with the community
• connecting students to the future [^2]

Target Audience

• All who seek something better; individuals looking for opportunity and a better future [^3].

Personality Traits

• approachable
• inspiring
• engaging [^4]

Visual Identity Overview

• The visual identity centers on the ‘Star of Tomorrow’ logo, which uses incomplete lines to symbolize students as works in progress and an arc to represent movement toward a better life. The color palette includes blue (PMS 540), red (PMS 201), tan (PMS 7509), black, white, and light blue. Typography features Trajan, Futura, and Garamond fonts. Visual style emphasizes clean, modern layouts, meaningful photography, and consistent use of branded colors and logo elements [^5] .

Categories

Brand Voice

• Vision To help people improve their lives through learning
• Positioning To all who seek something better, Lone Star College is the source of opportunity that connects them to a better future
• Personality Approachable, inspiring, engaging
• Affiliation Smart people going places

Brand Imagery

• Photography needs to be meaningful and aid your reader in better understanding your communication.
• Colors in the photos should complement our color palette, and should include red and/or blue when possible.
• Use full color photos when possible; black and white photos are also allowed.
• Avoid duotone images or other effects, such as posterization. Avoid images that feature other logos or brand names.
• When using original photography of students and others on a Lone Star College campus, be sure to obtain a model release from the subjects.
• Photographs that represent our diverse, vibrant student body are especially relevant. However, we don’t have to represent every single ethnicity in just one photo!
• Generally, it’s best to use one to five people in a photo. If you must use a photo with multiple subjects, shoot for having no more than six faces in the shot and preferably fewer.
• Photos can be in rectangles, as shown here.
• In limited usages, it’s OK to use a photo of a person that’s cutout, without a background. However, use of cutout photos should be approved in advance by the campus PIC member or the LSC Marketing and Communications Office.
• It’s best to have one element on the cover dominate, to focus the reader’s attention.
• Many of the best cover designs use just one photograph. However, there are times when a few photos will work better. If so, it’s best to have one of the photos dominate.
• Above, left, four equally-sized photos makes for a cover without any focus. Above, right, this cover has a clear focus, and the other photos add to the design.
• Above, left, this flyer uses two same-size photos, so that it lacks focus. Above, right, the reader is grabbed by the dominant photo, then can notice the other smaller photos.
• It’s important to choose photography that is clear and easy to read. Please use the guidelines below when choosing images.
• Avoid photos that show backs to the camera.
• Avoid images that appear too abstract.
• Avoid imagery that appears staged.
• Avoid busy imagery that’s difficult to read.
• Avoid images with odd tangents. The heads of the two students on the right appear to touch.

Color Palette

• These are the Lone Star College branded colors. Use these as dominate colors on print and electronic publications and full-color advertising.
• Blue PMS 540 l 00c 55m 0y 55k Or 55g 104b #003768
• Red PMS 201 0c l 00m 63y 29k l 79r 8g 56b #630838
• Tan PMS 7509 0c 20m 50y 5k 241r 197g 133b #f1c585
• Black
• White
• Light Blue 20c 0m 0y 0k 199r 234g 251b #c7eafb
• College or center logos may be used in full color (red and blue) against a white or tan background. Against all other color backgrounds, all logos must appear in blue (one color), white or black.
• Background colors should be used as solids. Any deviations with the use of color require approval in advance by the campus PIC member and the LSC Marketing and Communications Office.

Typography

• Trajan Regular is a Lone Star College font.
• This is only in all capital letters and is used for headlines.
• Large and small caps may be used.
• Futura Bold is a primary Lone Star College font.
• This is used in upper and lowercase letters for headlines and subheads.
• Futura Book is a primary Lone Star College font.
• This is used in upper and lowercase letters for text on printed items.
• Futura is preferred over Arial.
• Garamond is a secondary Lone Star College font.
• Use this serif font on large and text-heavy booklets and documents.
• Arial Black is an alternate Lone Star College font.
• This font is used if Futura Bold is not available.
• Arial is an alternate Lone Star College font.
• Use Arial regular if Futura Book is not available.

Logo Usage

• Lone Star College’s logo incorporates two graphic elements, the Star of Tomorrow symbol and the logotype “Lone Star College.” The two elements combined must always be used together. The logo must appear prominently (generally, on the cover) of all materials published by LSC in print or electronic format.
• The logotype “Lone Star College” is a customized type font that must always be used with the logo. It may not be replaced or represented by any other font.
• A safe area around the logo must be preserved to give dignity to the logo and allow for maximum legibility. No elements such as typography, other logos or graphics may intrude upon this safe area. In addition, placing the logo too close to a cut or folded edge also violates the safe area. The safe area should equal the size of the “Lo” in “Lone Star,” and should be applied to all four sides of the logo in order to create a “box” of safe space.
• The LSC and Lone Star Corporate College logos can appear only in blue, white or black as shown.
• The individual college and center logos can appear only in blue and red, or in blue (one-color), white or black. While “Lone Star College” must appear blue, white or black, the college or center name must appear in red for a two-color logo, or black or white in a one-color logo, as shown. Logos are never used in tan or all red. (See page 22 for more on approved Lone Star College colors).
• The Lone Star College Foundation logo, representing a separate organization with close ties to LSC, is used in its unique colors, blue and copper (PMS 876). It may also appear in one color as solid blue, black or white.
• These uses of the logo are never allowed. Instead, logos must be in the approved colors, on a simple, solid background. Do not use a logo over a gradient screen, over or within photographs or illustrations, or “shadowed.” Background colors for college publications and ads must be branded colors. When applying the logo to a speciality item or package without a branded color background, use the logo in approved colors that compliments the surface color. When using Lone Star College campus logos, use only one campus logo or the Lone Star College logo only when referring to multiple campuses. Campuses can be identified in text, but there should not be multiple LSC logos together. Use one or just Lone Star College.
• Logo cannot be used without logotype (except for architectural uses) Logotype cannot be used without logo
• Any deviation from these established uses must be approved in advance by the LSC Marketing and Communications Office.
• Our main logo, seen on previous pages, is vertical. We also have alternate versions of the logo that can be used when a horizontal or extremely horizontal logo is the best choice for the space. These logos are used in the same colors as the vertical logo.
• The “Extreme Horizontal” logo may be used for signage, promo items or in circumstances where the stacked horizontal or vertical logos will not work. The stacked horizontal and vertical logos are preferred; but extreme horizontal is permitted when deemed necessary. Consult system office or the Public Information Council member at your college for more information or if you have questions.
• In general, the logo must be prominently displayed, and sized appropriately for each particular purpose. Common sense should prevail. Recommended minimum sizes are shown below.
• Recommended minimum size for print 3/4"
• Recommended minimum size for Web 75 pixels
• College or center logos may be used in full color (red and blue) against a white or tan background. Against all other color backgrounds, all logos must appear in blue (one color), white or black.
• Background colors should be used as solids. Any deviations with the use of color require approval in advance by the campus PIC member and the LSC Marketing and Communications Office.
• Whether using the vertical or horizontal logo, restrict the width of a return address to the width of the logo. Address lines (and all other information beneath the logo) should extend no wider than the logo. Center the address line beneath the logo, and position outside the “safe space.”

Tone And Messaging

• A single, consistent message, is key.
• A brand is a promise.
• The Lone Star College brand promise is: To help people improve their lives through learning.
• A brand promise lives in all forms of written and verbal communication and at every touchpoint, both on and off campus.
• A logo isn’t a brand, it is a symbol that represents a brand. A brand is everything we do and say. A brand is an opinion that is formed through experiences, a reputation. We are all LSC brand ambassadors cultivating the Lone Star College reputation.
• Brand (noun) = our reputation, combined with our promise
• Brand Promise = modeling our core values in all that we do
• Brand (verb) = “branding” is the action of visually marking our material
• Identity = what our brand represents, our reputation
• Brand Ambassador = You—your work directly impacts the brand.
• The brand promise consists of core statements that direct the creative development of LSC advertising, publications, graphics, and other elements of the brand.
• Vision: To help people improve their lives through learning
• Positioning: To all who seek something better, Lone Star College is the source of opportunity that connects them to a better future
• Personality: Approachable, inspiring, engaging
• Affiliation: Smart people going places

Brand Values

• The Lone Star College brand promise is: To help people improve their lives through learning.
• Vision To help people improve their lives through learning
• Positioning To all who seek something better, Lone Star College is the source of opportunity that connects them to a better future
• Personality Approachable, inspiring, engaging
• Affiliation Smart people going places
• A brand is a promise.
• A brand promise lives in all forms of written and verbal communication and at every touchpoint, both on and off campus.
• A logo isn’t a brand, it is a symbol that represents a brand. A brand is everything we do and say. A brand is an opinion that is formed through experiences, a reputation. We are all LSC brand ambassadors cultivating the Lone Star College reputation.
• Brand (noun) = our reputation, combined with our promise
• Brand Promise = modeling our core values in all that we do
• Brand (verb) = “branding” is the action of visually marking our material
• Logo = symbol used to represent one’s brand (may also be called “mark”)
• Brand Equity = the positive aspects our brand now represents
• Identity = what our brand represents, our reputation
• Brand Ambassador = You—your work directly impacts the brand.

Visual Style

• A safe area around the logo must be preserved to give dignity to the logo and allow for maximum legibility. No elements such as typography, other logos or graphics may intrude upon this safe area. In addition, placing the logo too close to a cut or folded edge also violates the safe area. The safe area should equal the size of the “Lo” in “Lone Star,” and should be applied to all four sides of the logo in order to create a “box” of safe space.
• The LSC and Lone Star Corporate College logos can appear only in blue, white or black as shown.
• The individual college and center logos can appear only in blue and red, or in blue (one-color), white or black. While “Lone Star College” must appear blue, white or black, the college or center name must appear in red for a two-color logo, or black or white in a one-color logo, as shown. Logos are never used in tan or all red. (See page 22 for more on approved Lone Star College colors).
• These uses of the logo are never allowed. Instead, logos must be in the approved colors, on a simple, solid background. Do not use a logo over a gradient screen, over or within photographs or illustrations, or “shadowed.” Background colors for college publications and ads must be branded colors. When applying the logo to a speciality item or package without a branded color background, use the logo in approved colors that compliments the surface color. When using Lone Star College campus logos, use only one campus logo or the Lone Star College logo only when referring to multiple campuses. Campuses can be identified in text, but there should not be multiple LSC logos together. Use one or just Lone Star College.
• Logo cannot be used without logotype (except for architectural uses) Logotype cannot be used without logo
• Any deviation from these established uses must be approved in advance by the LSC Marketing and Communications Office.
• In general, the logo must be prominently displayed, and sized appropriately for each particular purpose. Common sense should prevail. Recommended minimum sizes are shown below.
• Recommended minimum size for print: 3/4"
• Recommended minimum size for Web: 75 pixels
• College or center logos may be used in full color (red and blue) against a white or tan background. Against all other color backgrounds, all logos must appear in blue (one color), white or black.
• Background colors should be used as solids. Any deviations with the use of color require approval in advance by the campus PIC member and the LSC Marketing and Communications Office.
• Trajan Regular is a Lone Star College font. This is only in all capital letters and is used for headlines. Large and small caps may be used.
• Futura Bold is a primary Lone Star College font. This is used in upper and lowercase letters for headlines and subheads.
• Futura Book is a primary Lone Star College font. This is used in upper and lowercase letters for text on printed items. Futura is preferred over Arial.
• Garamond is a secondary Lone Star College font. Use this serif font on large and text-heavy booklets and documents.
• Arial Black is an alternate Lone Star College font. This font is used if Futura Bold is not available.
• Arial is an alternate Lone Star College font. Use Arial regular if Futura Book is not available.
• Our star logo has an arc at its center, which leads upwards. This symbolizes movement to a better life: from education to employment. Including the graphic element of the arc is not mandatory, but it can be used to add a unique and relevant graphic to our communications. The arc must always be at the same angle as it is used in our logo, going from lower left to upper right, from bottom edge to right edge. The size is flexible, depending on the specific design. The color should be in our approved color palette of red, blue, tan, black or white. It can also be a 20% -80% tint of blue. However, do not use a tint of red, which appears pink. Limit use of the arc to one or two per page or spread. Avoid using other graphic elements, such as swirls, in our communications. Do not crop the arc. Use the full graphic.
• Photography needs to be meaningful and aid your reader in better understanding your communication.
• Colors in the photos should complement our color palette, and should include red and/or blue when possible.
• Use full color photos when possible; black and white photos are also allowed.
• Avoid duotone images or other effects, such as posterization. Avoid images that feature other logos or brand names.
• When using original photography of students and others on a Lone Star College campus, be sure to obtain a model release from the subjects.
• Photographs that represent our diverse, vibrant student body are especially relevant. However, we don’t have to represent every single ethnicity in just one photo!
• Generally, it’s best to use one to five people in a photo. If you must use a photo with multiple subjects, shoot for having no more than six faces in the shot and preferably fewer.
• Photos can be in rectangles, as shown here.
• In limited usages, it’s OK to use a photo of a person that’s cutout, without a background. However, use of cutout photos should be approved in advance by the campus PIC member or the LSC Marketing and Communications Office.
• It’s best to have one element on the cover dominate, to focus the reader’s attention.
• Many of the best cover designs use just one photograph. However, there are times when a few photos will work better. If so, it’s best to have one of the photos dominate.
• It’s important to choose photography that is clear and easy to read. Please use the guidelines below when choosing images.
• Avoid photos that show backs to the camera.
• Avoid images that appear too abstract.
• Avoid imagery that appears staged.
• Avoid busy imagery that’s difficult to read.
• Avoid images with odd tangents. The heads of the two students on the right appear to touch.

Layout And Composition

• A safe area around the logo must be preserved to give dignity to the logo and allow for maximum legibility. No elements such as typography, other logos or graphics may intrude upon this safe area. In addition, placing the logo too close to a cut or folded edge also violates the safe area. The safe area should equal the size of the “Lo” in “Lone Star,” and should be applied to all four sides of the logo in order to create a “box” of safe space.
• The logo must appear prominently (generally, on the cover) of all materials published by LSC in print or electronic format.
• The logotype “Lone Star College” is a customized type font that must always be used with the logo. It may not be replaced or represented by any other font.
• Lone Star College’s logo incorporates two graphic elements, the Star of Tomorrow symbol and the logotype “Lone Star College.” The two elements combined must always be used together.
• Logo cannot be used without logotype (except for architectural uses) Logotype cannot be used without logo
• Any deviation from these established uses must be approved in advance by the LSC Marketing and Communications Office.
• Our main logo, seen on previous pages, is vertical. We also have alternate versions of the logo that can be used when a horizontal or extremely horizontal logo is the best choice for the space. These logos are used in the same colors as the vertical logo.
• The “Extreme Horizontal” logo may be used for signage, promo items or in circumstances where the stacked horizontal or vertical logos will not work. The stacked horizontal and vertical logos are preferred; but extreme horizontal is permitted when deemed necessary. Consult system office or the Public Information Council member at your college for more information or if you have questions.
• In general, the logo must be prominently displayed, and sized appropriately for each particular purpose. Common sense should prevail. Recommended minimum sizes are shown below.
• Recommended minimum size for print: 3/4"
• Recommended minimum size for Web: 75 pixels
• Address lines (and all other information beneath the logo) should extend no wider than the logo. Center the address line beneath the logo, and position outside the “safe space.”
• Limit use of the arc to one or two per page or spread.
• Avoid using other graphic elements, such as swirls, in our communications.
• Do not crop the arc. Use the full graphic.
• It’s best to have one element on the cover dominate, to focus the reader’s attention.
• Many of the best cover designs use just one photograph. However, there are times when a few photos will work better. If so, it’s best to have one of the photos dominate.

Print Guidelines

• The logo must appear prominently (generally, on the cover) of all materials published by LSC in print or electronic format.
• A safe area around the logo must be preserved to give dignity to the logo and allow for maximum legibility. No elements such as typography, other logos or graphics may intrude upon this safe area. In addition, placing the logo too close to a cut or folded edge also violates the safe area. The safe area should equal the size of the “Lo” in “Lone Star,” and should be applied to all four sides of the logo in order to create a “box” of safe space.
• The LSC and Lone Star Corporate College logos can appear only in blue, white or black as shown.
• The individual college and center logos can appear only in blue and red, or in blue (one-color), white or black. While “Lone Star College” must appear blue, white or black, the college or center name must appear in red for a two-color logo, or black or white in a one-color logo, as shown. Logos are never used in tan or all red. (See page 22 for more on approved Lone Star College colors).
• These uses of the logo are never allowed. Instead, logos must be in the approved colors, on a simple, solid background. Do not use a logo over a gradient screen, over or within photographs or illustrations, or “shadowed.” Background colors for college publications and ads must be branded colors. When applying the logo to a speciality item or package without a branded color background, use the logo in approved colors that compliments the surface color. When using Lone Star College campus logos, use only one campus logo or the Lone Star College logo only when referring to multiple campuses. Campuses can be identified in text, but there should not be multiple LSC logos together. Use one or just Lone Star College.
• Logo cannot be used without logotype (except for architectural uses) Logotype cannot be used without logo
• Any deviation from these established uses must be approved in advance by the LSC Marketing and Communications Office.
• In general, the logo must be prominently displayed, and sized appropriately for each particular purpose. Common sense should prevail. Recommended minimum sizes are shown below.
• Recommended minimum size for print k ICOLLEGE ONESTA 3/4"
• Recommended minimum size for Web k ‘COLLEGE 2NESTA 75 pixels
• KINGWOOD COLLEGE es 3/4"
• eae COLLEGE UNIVERSITY PARK 75 pixels
• These are the Lone Star College branded colors. Use these as dominate colors on print and electronic publications and full-color advertising.
• College or center logos may be used in full color (red and blue) against a white or tan background. Against all other color backgrounds, all logos must appear in blue (one color), white or black.
• Background colors should be used as solids. Any deviations with the use of color require approval in advance by the campus PIC member and the LSC Marketing and Communications Office.
• Trajan Regular is a Lone Star College font. This is only in all capital letters and is used for headlines. Large and small caps may be used.
• Futura Bold is a primary Lone Star College font. This is used in upper and lowercase letters for headlines and subheads.
• Futura Book is a primary Lone Star College font. This is used in upper and lowercase letters for text on printed items. Futura is preferred over Arial.
• Garamond is a secondary Lone Star College font. Use this serif font on large and text-heavy booklets and documents.
• Arial Black is an alternate Lone Star College font. This font is used if Futura Bold is not available.
• Arial is an alternate Lone Star College font. Use Arial regular if Futura Book is not available.
• Whether using the vertical or horizontal logo, restrict the width of a return address to the width of the logo. Address lines (and all other information beneath the logo) should extend no wider than the logo. Center the address line beneath the logo, and position outside the “safe space.”
• Our star logo has an arc at its center, which leads upwards. This symbolizes movement to a better life: from education to employment. Including the graphic element of the arc is not mandatory, but it can be used to add a unique and relevant graphic to our communications.
• The arc must always be at the same angle as it is used in our logo, going from lower left to upper right, from bottom edge to right edge. The size is flexible, depending on the specific design. The color should be in our approved color palette of red, blue, tan, black or white. It can also be a 20% -80% tint of blue. However, do not use a tint of red, which appears pink.
• Limit use of the arc to one or two per page or spread.
• Avoid using other graphic elements, such as swirls, in our communications.
• Do not crop the arc. Use the full graphic.
• Photography needs to be meaningful and aid your reader in better understanding your communication.
• Colors in the photos should complement our color palette, and should include red and/or blue when possible.
• Use full color photos when possible; black and white photos are also allowed.
• Avoid duotone images or other effects, such as posterization. Avoid images that feature other logos or brand names.
• When using original photography of students and others on a Lone Star College campus, be sure to obtain a model release from the subjects.
• Photographs that represent our diverse, vibrant student body are especially relevant. However, we don’t have to represent every single ethnicity in just one photo!
• Generally, it’s best to use one to five people in a photo. If you must use a photo with multiple subjects, shoot for having no more than six faces in the shot and preferably fewer.
• In limited usages, it’s OK to use a photo of a person that’s cutout, without a background. However, use of cutout photos should be approved in advance by the campus PIC member or the LSC Marketing and Communications Office.
• It’s best to have one element on the cover dominate, to focus the reader’s attention.
• Many of the best cover designs use just one photograph. However, there are times when a few photos will work better. If so, it’s best to have one of the photos dominate.
• All of our publications need to have a consistent look and feel. However, there is flexibility to produce communications that make good use of photography and type.

Naming Conventions

• Names are distinguished with a hyphen. Do not use spaces to offset the hyphen. Spell out the entire college name on first reference, but LSC- is used in subsequent references. The location names are listed below. (See Abbreviations, page 8).
• Abbreviations of college and center names are acceptable for internal communication but not acceptable for any outgoing communication, including press releases.
• For outgoing communication, names may be shortened on second reference by abbreviating Lone Star College to LSC. Examples: LSC-CyFair, LSC-Kingwood, LSC-Atascocita Center, LSC-Transportation Institute
• The name is not hyphenated: Lone Star College Foundation.
• This name may be abbreviated as LSC Foundation.
• In publications other than news releases, capitalize Foundation.
• Lone Star College-Online is the name of the system’s distance education option. Abbreviate as LSC-Online.
• Lone Star Corporate College is the designation given the system’s customized workforce training initiative. There is no hyphen in this name.
• Do not abbreviate system office as SO, SOTW or SOUP on any outgoing communications. The abbreviation for each location is LSC-System Office, The Woodlands and LSC-System Office, University Park.

Additional Properties