Oakland University

Official Websites

• https://www.oakland.edu
• http://www.oakland.edu

Brand Guidelines

2014

Brand Summary

Mission

• Oakland University empowers students to take the first step and keep climbing, providing an academic experience that is within reach and without limits, so that together success is put within reach [^1].

Core Values

• Supportive environment
• Academic excellence
• Actionable learning
• Fewer barriers
• Sense of empowerment
• Real-world skills and thinking

Target Audience

• Primary audiences include current and prospective students (commuter, residential, transfer, graduate), as well as secondary audiences such as the greater Oakland community, alumni and friends, donors, faculty, and staff [^2].

Personality Traits

• Industrious
• Energetic
• Hard-working
• Diligent
• Effective
• Productive
• Capable
• Focused
• Balanced
• Sensible
• Willful
• Self-made

Visual Identity Overview

• The visual identity is formal, clean, and modern, emphasizing the university’s name in bold serif fonts, a heritage color palette of black, gold, and white, consistent logo usage, generous white space, and graphic elements that reference altitude and aspiration [^3].

Categories

Brand Voice

• Energetic, hard-working, and diligent
• Productive, capable of delivering results
• Balanced, able to prioritize what’s most important
• Showing good sense and judgment, free of nonsense
• Deliberate and intentional
• Driven toward success
• Our message is what we say. Our personality is how we say it.
• Use these traits to guide your tone and make everything you say more uniquely Oakland.
• Only some of these are rules: namely, the first point listed below.
• ASPIRE TO RISE IS THE OVERARCHING BRAND PROMISE.
• If you’re using the phrase “Aspire to Rise” for a department-specific piece, always pair it with a “verb-to-verb” phrase (see examples below). All marketing pieces should carry the line “aspire to rise,” but you should work closely with the University Communications and Marketing to define— and approve—the appropriate verb-to-verb pairing for your collateral.
• Prepare to succeed.
• Choose to excel.
• Resolve to learn.
• ON LONG-FORM PIECES, BEGIN SUBHEADS AND SECTION HEADLINES WITH ACTION VERBS.
• It’s a good way to maintain the active, energetic tone of the brand without locking yourself too firmly into a sentence structure.
• CONVEY THE IDEA OF “ASPIRE TO RISE” WITHOUT ACTUALLY USING THE PHRASE.
• This can be achieved by using words like “climb,” “higher,” “reach up,” and “ascend,” among others.
• STAY FOCUSED.
• When you try to convey too many messages at once, it can overwhelm your reader and leave them feeling lost. Unless you’re creating a comprehensive piece (like a viewbook), keep your copy focused on one key message.
• KEEP YOUR AUDIENCE IN MIND.
• Before you begin working on a piece, always make sure you know who you’re writing for. Think about who they are, what they want to hear, why this particular message should matter to them, and how they can benefit from what you’re saying.
• ORGANIZE YOUR INFORMATION.
• A giant wall of text will alienate your reader immediately. If you make your copy more scannable, it will be easier for people to read. Plus, you’ll draw attention to key information, so there’s a better chance that your message is heard. So, how exactly can you do that?
• Use headlines, subheads, and body copy.
• Use bullet points (kind of like we’re doing right now).
• When the information calls for it, collaborate with University Communications and Marketing to create infographics.
• INSPIRE ACTION.
• Good copy gets the reader’s attention. Great copy gets their attention and inspires them to take action. Never leave your reader asking “So what do I do now?” Always include a call to action that tells them exactly what they can do, where they can go, or who they can contact.
• MAKE EVERY HEADLINE COUNT.
• Headlines shouldn’t just be labels for the information you’re conveying. Think of each one as a chance to grab the reader’s attention and infuse our unique personality into your copy.
• Using short phrases and comparative adjectives (like fewer, more, better, and brighter) is a simple way to apply the brand voice.

Brand Imagery

• Photography plays a major role in how we communicate.
• Whether you’re choosing from our existing library or creating new images, each photograph should focus on one of the following categories: • In the Moment • Student-Faculty Interaction • Sense of Place • Events and Documentation
• People should have genuine expressions and should not be posed. They can either exude confidence, or look more passive and reflective.
• NOTE: The photography throughout these guidelines is for placement purposes only. It is intended to be used as a reference for style in creating or acquiring new photography, and should not be used outside of this document.
• These images should express a sense of atmosphere: wide open spaces, people interacting with their environment, architectural close-ups, etc.
• This category of photos should capture the story behind the event and showcase the energy of the experience.
• Our photography should accurately represent what happens at Oakland University-actual people doing real things in specific places.
• To appropriately focus on these real stories, always include a variety of tight shots on the subject, or extreme wide-angle shots.
• Documentary-style photography of work or events should be shot in the way that best captures the spirit of the event.
• Overlay PMS 872 on full-color images to create a warm tone.

Color Palette

• BLACK CMYK: 0, 0, 0, 100 RGB: 0, 0, 0 HEX: 000000 PMS 872* CMYK: 24, 31, 74, 10 RGB: 181, 154, 87 HEX: B59A57 *PMS 465 is designated as the alternate to PMS 872 when metallic ink is not available. WHITE CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 HEX: FFFFFF These are the official colors of Oakland University, and have represented the university since its founding. They’re well-known both inside and outside of the Oakland community. Making them a prominent part of our communications is one of the clearest ways to ensure that our materials reflect a cohesive Oakland brand, especially with audiences who are less familiar. White space also plays a key role in our visual identity. Think of white space as a pause (not as a blank area), and don’t rush to fill it. Generous amounts of white space can focus greater attention on color, typography, and graphic elements within the layout.
• CORE PALETTE EXPANDED CORE PALETTE ACCENT PALETTE Black, gold, and white are important identifiers, and the colors we choose in our communications should make everything we create instantly recognizable as Oakland. However, to equip ourselves with everything we’ll need to keep the Oakland brand fresh and up to date, a larger palette is required. So we’ve added a palette of brights and neutrals to create consistency in our communications. These colors should be used to complement our core colors, and should never replace them. Color can range from formal to casual and from subtle to bold, depending on the purpose and audience of each communications piece. Distinct and interesting color combinations can be created from as few as two or three brights or neutrals. It’s important to maintain a sense of hierarchy, balance, and harmony when using the Oakland color palette. Our color system is flexible, but colors outside our core palette should be used only with approval from University Communications and Marketing.
• PMS 144 CMYK: 0, 51, 100, 0 RGB: 237, 139, 0 HEX: ED8B00 PMS 450 CMYK: 0, 0, 0, 100 RGB: 0, 0, 0 HEX: 000000 PMS 411 CMYK: 30, 42, 34, 75 RGB: 94, 81, 77 HEX: 5E514D PMS 116 CMYK: 0, 14, 100, 0 RGB: 255, 205, 0 HEX: FFCD00 PMS 466 CMYK: 8, 23, 52, 15 RGB: 198, 170, 118 HEX: C6AA76 PMS 408 CMYK: 12, 19, 19, 40 RGB: 151, 140, 135 HEX: 978C87 PMS 1205 CMYK: 0, 3, 43, 0 RGB: 248, 224, 142 HEX: F8E08E PMS 7501 CMYK: 6, 10, 30, 2 RGB: 217, 200, 158 HEX: D9C89E PMS 400 CMYK: 6, 7, 13, 16 RGB: 196, 191, 182 HEX: C4BFB6 GOLDS NEUTRAL GRAYS Our expanded core palette is composed of a group of complementary golds and a set of neutral grays. Use these colors in combination with our heritage colors, never in place of them. Color and publications are most effectively defined by high-end photography, and should not be defined solely by these colors.
• PMS 174 CMYK: 8, 86, 100, 36 RGB: 150, 56, 33 HEX: 963821 BOLDS PMS 1655 CMYK: 0, 73, 98, 0 RGB: 252, 76, 2 HEX: FC4C02 BRIGHTS PMS 229 CMYK: 26, 100, 19, 61 RGB: 103, 33, 70 HEX: 672146 PMS 1925 CMYK: 0, 97, 50, 100 RGB: 224, 0, 77 HEX: E0004D PMS 534 CMYK: 95, 74, 7, 44 RGB: 27, 54, 93 HEX: 1B365D PMS 7460 CMYK: 100, 6, 2, 10 RGB: 0, 134, 191 HEX: 0086BF PMS 561 CMYK: 84, 20, 58, 54 RGB: 0, 89, 76 HEX: 00594C PMS 3275 CMYK: 90, 0, 52, 0 RGB: 0, 179, 152 HEX: 00B398 PMS 356 CMYK: 94, 4, 100, 25 RGB: 0, 122, 51 HEX: 007A33 PMS 368 CMYK: 65, 0, 100, 0 RGB: 120, 190, 32 HEX: 78BE20 Bold colors add richness and brights add vibrancy to our communications. Designed to be supplemental components of our primary palette, these colors should be used only with approval from University Communications and Marketing, and with appropriate audiences in mind.
• This bright, energetic palette relies heavily on the full brand palette, with more of an emphasis on the primary and secondary colors.
• Use golds from the brand palette to connect alumni to their past experiences at our college. When communicating to each audience, our palette should be used in different ways. The examples on this page will help make color selections accordingly, though colors outside the core palette should be used only with approval from University Communications and Marketing
• Overlay PMS 872 on full-color images to create a warm tone.
• Place a full-color image in a layout using Adobe Illustrator or lnDesign. Overlay graphic shapes that align with the image frame and set the fill color to a combination of gold, black, or white. Place the shape on top of the image, lower the opacity to one of the percentages shown above, and set the blending mode to Multiply (unless the shape is white).
• Banners feature duotone photography to showcase Oakland’s heritage palette of black and gold.

Typography

• Consistently using the official fonts selected for Oakland University strengthens and reinforces the brand. Primary and secondary font choices for OU’s print communications are displayed above.
• HELVEITCA NEUE BLACK CONDENSED ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789
• ITC Garamond AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTtUu VvWwXxYyZz 0123456789
• Helvetica Neue Black Condensed is a modern sans-serif that does a lot of the heavy lifting for the Oakland University identity.
• It should be used primarily for headlines in core messaging materials. It is bold and impactful, yet clear and easy to read.
• The Helvetica Neue family offers a versatile range of weights that can extend this headline style to secondary messaging.
• Helvetica is available and approved to use in a variety of weights, as shown above.
• If Helvetica is not available, Arial may be substituted.
• ITC Garamond is a traditional serif style that complements Helvetica.
• Its elegant looks are matched with an intelligent, familiar nature. Understated and serious, this secondary typeface pairs well with our primary typeface. It should be used primarily for introductory and formal copy.
• ITC Garamond is available and approved to use in a variety of weights, as shown above.
• If Garamond is not available, Times Roman may be substituted.
• HEADLINE Helvetica Neue Black Condensed Size: 54/42 pt. Kerning: Optical Tracking: -20
• SUBHEAD Helvetica Neue Bold Condensed Size: 24/32 pt. Kerning: Metrics Tracking: 10
• INTRODUCTORY COPY ITC Garamond Book Size: 18/20 pt. Kerning: Metrics Tracking: 0
• BODY TEXT Helvetica Neue Regular Size: 8/11 pt. Kerning: Metrics Tracking: 0
• Always set paragraph styles to unjustified text (ranged left), and hyphenation turned off.
• Hyphenated and force-justified text degrades legibility at small sizes, as shown at the right.

Logo Usage

• Our logo may be produced in black or reversed out in white.
• By limiting ourselves to these options, our logo will feel contemporary and modern, while maintaining a strong connection to our heritage. Other brand elements give us a bit more creative freedom to flex the identity, but it’s important that our logo retain a singular, iconic identity.
• It’s a trademarked word combination, therefore it requires a “TM” symbol for all uses.
• Black is the primary color option for our logo. It’s intended for use on lighter backgrounds and images to maintain legibility. This is ideal for black-and-white and grayscale scenarios.
• When placing the logo on a colored background, it should be reversed out as shown above.
• The Oakland logo should never be the dominant element on the page; instead it should live comfortably and clearly as an identifying mark.
• There is no maximum size limit, but use discretion when sizing the logo. Never reproduce the logo at widths smaller than one inch.
• When space is limited, the OU monogram is the preferred mark.
• When there is more than one inch of space available, use the Oakland logo. A succinct version of the Oakland logo has been created for social media applications, for areas where space is very limited, and for a sign-off. This version was designed to maintain maximum readability at a small scale for size-restricted occurrences.
• The monogram should be requested from University Communications Marketing, and never recreated from scratch.
• Maintain sufficient white space around the logo for legibility and prominence.
• Use the width of the capital “O” as a measuring tool for proper clearance.
• Photos, text, and graphic elements must all follow this guideline.
• The logo tab was created to house the Oakland University logo so it can easily be applied to any tactic or layout, and can be created consistently across nearly all marketing materials.
• The tab doesn’t need to appear on every communication from the university, but its use is encouraged for a suite of related pieces. Use the width of the capital “O” as a measuring tool for creating tabs with correct proportions.
• To increase recognition, the logo should be prominent and placed in a consistent location.
• Whenever possible, place it along the edge of a communication, at 1/3, 1/4, or 1/5 of the width of the page within the margins as shown above.
• Do not rearrange the logo elements.
• Do not stretch, condense, or change the dimensions of the logo.
• Do not skew, bend, or rotate the logo in any way.
• Do not crop the logo.
• Do not use drop shadows or other visual effects with the logo.
• Do not use gradients, overlays, or other color effects.
• Do not lock up any other elements with the logo.
• Do not add colors to individual elements.
• Do not outline the logo.
• To maintain consistency in our identity, avoid the practices above.
• Only use approved versions of the Oakland University wordmark. Contact your University Communications and Marketing account manager to obtain this logo.
• Do not recreate the wordmark or alter elements of the mark in any way.
• Do not use the wordmark to replace the word “Oakland University” in text.
• Do not combine with other marks, graphic elements, or words except as specified in the School and Department Lockups section.
• The logo should maintain proportion when reduced or enlarged.
• The wordmark may be used on giveaway and promotional items and must use a licensed approved vendor. Visit oakland.edu/licensing for more details.
• See the Color Palette section for appropriate color guidelines in reproduction.
• All units may use the Oakland University word mark with the sail line in combination with their department name in ITC Garamond Bold.
• When space is limited, such as on envelopes and business cards, a minimum distance should be maintained between the Oakland logo and department lockup. Refer to the diagram above, using the capital U as a spacing guide.
• School and department names should be kept to a width in proportion to that of the Oakland logo when possible, and should not exceed three lines.
• Variations of the department logos should be requested from University Marketing and Communications.

Tone And Messaging

• Our messaging map organizes our strongest attributes (what we give) and benefits (what our audience gets), laddering up to a brand promise that encapsulates our core offer.
• OAKLAND UNIVERSITY PROVIDES AN EDUCATION OF QUALITY SO THAT TOGETHER WE PUT SUCCESS WITHIN REACH.
• The brand promise is a defining statement for our brand. It articulates what our institution stands for.
• We provide a supportive environment Through a safe and growing suburban campus Through a diverse student life experience Through manageable tuition and financial aid opportunities So our students have fewer barriers With an accessible campus With residential living options With limited burden from debt
• We provide academic excellence Through reputable, accredited degree programs Through dedicated and engaged faculty Through advanced knowledge and research So our students have a sense of empowerment With confidence in their ability to think and do With options that align with their passions With exposure to new, relevant ideas
• We provide actionable learning Through tangible application of research Through hands-on instruction Through internships and community service opportunities So our students gain real-world skills and thinking With preparation for an evolving workforce With industry exposure and professional connections With exposure to an area with economic momentum
• An education within reach. A future without limits. Our affordable tuition means that you can focus on your future instead of worrying about your debt.
• Look closely—and discover more than you ever could have imagined. With our extensive research opportunities, you’ll add even more depth to your education— and gain an entirely new perspective on your future.
• The real world is waiting. Will you rise to the challenge? Keep up with the evolving workforce through Oakland University’s broad range of internships and hands-on learning opportunities.
• Our message is what we say. Our personality is how we say it. Use these traits to guide your tone and make everything you say more uniquely Oakland.
• INDUSTRIOUS Energetic, hard-working, and diligent EFFECTIVE Productive, capable of delivering results FOCUSED Balanced, able to prioritize what’s most important SENSIBLE Showing good sense and judgment, free of nonsense WILLFUL Deliberate and intentional SELF-MADE Driven toward success
• Only some of these are rules: namely, the first point listed below. Most of these, though, are simply suggestions and general ideas. After all, this document doesn’t exist solely to tell you exactly what to do with our brand. It gives you the information and tools you need to make our brand even better—and that especially applies to writing.
• ASPIRE TO RISE IS THE OVERARCHING BRAND PROMISE. If you’re using the phrase “Aspire to Rise” for a department-specific piece, always pair it with a “verb-to-verb” phrase (see examples below). All marketing pieces should carry the line “aspire to rise,” but you should work closely with the University Communications and Marketing to define— and approve—the appropriate verb-to-verb pairing for your collateral.
• Prepare to succeed. Choose to excel. Resolve to learn.
• ON LONG-FORM PIECES, BEGIN SUBHEADS AND SECTION HEADLINES WITH ACTION VERBS. It’s a good way to maintain the active, energetic tone of the brand without locking yourself too firmly into a sentence structure.
• CONVEY THE IDEA OF “ASPIRE TO RISE” WITHOUT ACTUALLY USING THE PHRASE. This can be achieved by using words like “climb,” “higher,” “reach up,” and “ascend,” among others.
• STAY FOCUSED. When you try to convey too many messages at once, it can overwhelm your reader and leave them feeling lost. Unless you’re creating a comprehensive piece (like a viewbook), keep your copy focused on one key message.
• KEEP YOUR AUDIENCE IN MIND. Before you begin working on a piece, always make sure you know who you’re writing for. Think about who they are, what they want to hear, why this particular message should matter to them, and how they can benefit from what you’re saying.
• ORGANIZE YOUR INFORMATION. A giant wall of text will alienate your reader immediately. If you make your copy more scannable, it will be easier for people to read. Plus, you’ll draw attention to key information, so there’s a better chance that your message is heard. So, how exactly can you do that? • Use headlines, subheads, and body copy. • Use bullet points (kind of like we’re doing right now). • When the information calls for it, collaborate with University Communications and Marketing to create infographics.
• INSPIRE ACTION. Good copy gets the reader’s attention. Great copy gets their attention and inspires them to take action. Never leave your reader asking “So what do I do now?” Always include a call to action that tells them exactly what they can do, where they can go, or who they can contact.
• MAKE EVERY HEADLINE COUNT. Headlines shouldn’t just be labels for the information you’re conveying. Think of each one as a chance to grab the reader’s attention and infuse our unique personality into your copy.
• Beginning a series of headlines with an active verb creates a simple structure that ties back to the brand theme, “Aspire to Rise.”
• In pieces that are intended to inspire, language can be lifted directly from the concept statement.
• Using short phrases and comparative adjectives (like fewer, more, better, and brighter) is a simple way to apply the brand voice.
• For tactics that require a shorter message, using a simple headline structure-"[Verb] to [verb]. Aspire to rise.“­extends the concept while reinforcing the key brand theme.

Brand Values

• “Aspire to Rise” is the idea behind the Oakland University brand. This is how we’ve taken that idea and used it to make a statement that’s completely—and uniquely—Oakland:
• If history has shown us anything, it is that success belongs to those who are willing to reach out and make it happen.
• It belongs to those with the drive to succeed, the knowledge to understand, and the willingness to take action.
• They advance. They ascend.
• Onward. Upward. Higher. Faster.
• To reach a personal goal, to realize a better life, and to ensure a brighter future. At Oakland University, we empower our students to take the first step and to keep climbing.
• We mentor them. We apply our research.
• We do everything in our power to provide an academic experience that’s within reach and without limits.
• Because we know that when there are fewer barriers to a quality education, we can all learn more.
• Because we know that when everyone has better access to greater opportunities, we can all achieve more.
• And because we know that with the right guidance, connections, and preparation, we can all aspire to rise.
• OAKLAND UNIVERSITY PROVIDES AN EDUCATION OF QUALITY SO THAT TOGETHER WE PUT SUCCESS WITHIN REACH.
• The brand promise is a defining statement for our brand. It articulates what our institution stands for.
• We provide a supportive environment Through a safe and growing suburban campus Through a diverse student life experience Through manageable tuition and financial aid opportunities
• So our students have fewer barriers With an accessible campus With residential living options With limited burden from debt
• We provide academic excellence Through reputable, accredited degree programs Through dedicated and engaged faculty Through advanced knowledge and research
• So our students have a sense of empowerment With confidence in their ability to think and do With options that align with their passions With exposure to new, relevant ideas
• We provide actionable learning Through tangible application of research Through hands-on instruction Through internships and community service opportunities
• So our students gain real-world skills and thinking With preparation for an evolving workforce With industry exposure and professional connections With exposure to an area with economic momentum

Visual Style

• Our logo may be produced in black or reversed out in white.
• By limiting ourselves to these options, our logo will feel contemporary and modern, while maintaining a strong connection to our heritage. Other brand elements give us a bit more creative freedom to flex the identity, but it’s important that our logo retain a singular, iconic identity.
• It’s a trademarked word combination, therefore it requires a “TM” symbol for all uses.
• Black is the primary color option for our logo. It’s intended for use on lighter backgrounds and images to maintain legibility. This is ideal for black-and-white and grayscale scenarios.
• When placing the logo on a colored background, it should be reversed out as shown above.
• Never reproduce the logo at widths smaller than one inch.
• The Oakland logo should never be the dominant element on the page; instead it should live comfortably and clearly as an identifying mark.
• There is no maximum size limit, but use discretion when sizing the logo.
• When space is limited, the OU monogram is the preferred mark.
• When there is more than one inch of space available, use the Oakland logo.
• A succinct version of the Oakland logo has been created for social media applications, for areas where space is very limited, and for a sign-off. This version was designed to maintain maximum readability at a small scale for size-restricted occurrences.
• The monogram should be requested from University Communications Marketing, and never recreated from scratch.
• Maintain sufficient white space around the logo for legibility and prominence.
• Use the width of the capital “O” as a measuring tool for proper clearance.
• Photos, text, and graphic elements must all follow this guideline.
• The tab doesn’t need to appear on every communication from the university, but its use is encouraged for a suite of related pieces. Use the width of the capital “O” as a measuring tool for creating tabs with correct proportions.
• To increase recognition, the logo should be prominent and placed in a consistent location.
• Whenever possible, place it along the edge of a communication, at 1/3, 1/4, or 1/5 of the width of the page within the margins as shown above.
• Do not rearrange the logo elements.
• Do not stretch, condense, or change the dimensions of the logo.
• Do not skew, bend, or rotate the logo in any way.
• Do not crop the logo.
• Do not use drop shadows or other visual effects with the logo.
• Do not use gradients, overlays, or other color effects.
• Do not lock up any other elements with the logo.
• Do not add colors to individual elements.
• Do not outline the logo.
• To maintain consistency in our identity, avoid the practices above.
• Only use approved versions of the Oakland University wordmark. Contact your University Communications and Marketing account manager to obtain this logo.
• Do not recreate the wordmark or alter elements of the mark in any way.
• Do not use the wordmark to replace the word “Oakland University” in text.
• Do not combine with other marks, graphic elements, or words except as specified in the School and Department Lockups section.
• The logo should maintain proportion when reduced or enlarged.
• The wordmark may be used on giveaway and promotional items and must use a licensed approved vendor. Visit oakland.edu/licensing for more details.
• See the Color Palette section for appropriate color guidelines in reproduction.
• All units may use the Oakland University word mark with the sail line in combination with their department name in ITC Garamond Bold.
• When space is limited, such as on envelopes and business cards, a minimum distance should be maintained between the Oakland logo and department lockup. Refer to the diagram above, using the capital U as a spacing guide.
• School and department names should be kept to a width in proportion to that of the Oakland logo when possible, and should not exceed three lines.
• Variations of the department logos should be requested from University Marketing and Communications.
• BLACK CMYK: 0, 0, 0, 100 RGB: 0, 0, 0 HEX: 000000
• PMS 872* CMYK: 24, 31, 74, 10 RGB: 181, 154, 87 HEX: B59A57
• WHITE CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 HEX: FFFFFF
• These are the official colors of Oakland University, and have represented the university since its founding. They’re well-known both inside and outside of the Oakland community.
• Making them a prominent part of our communications is one of the clearest ways to ensure that our materials reflect a cohesive Oakland brand, especially with audiences who are less familiar.
• White space also plays a key role in our visual identity. Think of white space as a pause (not as a blank area), and don’t rush to fill it. Generous amounts of white space can focus greater attention on color, typography, and graphic elements within the layout.
• Black, gold, and white are important identifiers, and the colors we choose in our communications should make everything we create instantly recognizable as Oakland.
• However, to equip ourselves with everything we’ll need to keep the Oakland brand fresh and up to date, a larger palette is required. So we’ve added a palette of brights and neutrals to create consistency in our communications. These colors should be used to complement our core colors, and should never replace them.
• Color can range from formal to casual and from subtle to bold, depending on the purpose and audience of each communications piece. Distinct and interesting color combinations can be created from as few as two or three brights or neutrals.
• It’s important to maintain a sense of hierarchy, balance, and harmony when using the Oakland color palette. Our color system is flexible, but colors outside our core palette should be used only with approval from University Communications and Marketing.
• Our expanded core palette is composed of a group of complementary golds and a set of neutral grays.
• Use these colors in combination with our heritage colors, never in place of them. Color and publications are most effectively defined by high-end photography, and should not be defined solely by these colors.
• Bold colors add richness and brights add vibrancy to our communications.
• Designed to be supplemental components of our primary palette, these colors should be used only with approval from University Communications and Marketing, and with appropriate audiences in mind.
• Overlay PMS 872 on full-color images to create a warm tone.
• Our photography should accurately represent what happens at Oakland University-actual people doing real things in specific places.
• To appropriately focus on these real stories, always include a variety of tight shots on the subject, or extreme wide-angle shots.
• Documentary-style photography of work or events should be shot in the way that best captures the spirit of the event.
• The apex is a distinct graphic shape that adds a dynamic layer to our photography and communications.
• A visual reference to altitude and aspirational heights, these transparent angles can quickly activate a photograph or layout, incorporating our heritage colors to frame or direct attention toward a subject matter.
• Place a full-color image in a layout using Adobe Illustrator or lnDesign. Overlay graphic shapes that align with the image frame and set the fill color to a combination of gold, black, or white. Place the shape on top of the image, lower the opacity to one of the percentages shown above, and set the blending mode to Multiply (unless the shape is white).
• Rules can frame large headlines and information within layouts.
• A variety of weights should be used to add hierarchy to a layout, but use them consistently throughout the document.

Layout And Composition

• White space also plays a key role in our visual identity. Think of white space as a pause (not as a blank area), and don’t rush to fill it. Generous amounts of white space can focus greater attention on color, typography, and graphic elements within the layout.
• Maintain sufficient white space around the logo for legibility and prominence.
• Use the width of the capital “O” as a measuring tool for proper clearance.
• Photos, text, and graphic elements must all follow this guideline.
• The logo tab was created to house the Oakland University logo so it can easily be applied to any tactic or layout, and can be created consistently across nearly all marketing materials.
• The tab doesn’t need to appear on every communication from the university, but its use is encouraged for a suite of related pieces. Use the width of the capital “O” as a measuring tool for creating tabs with correct proportions.
• To increase recognition, the logo should be prominent and placed in a consistent location.
• Whenever possible, place it along the edge of a communication, at 1/3, 1/4, or 1/5 of the width of the page within the margins as shown above.
• Rules can frame large headlines and information within layouts.
• A variety of weights should be used to add hierarchy to a layout, but use them consistently throughout the document.

Brand Architecture

• Oakland University’s sail is a stylized version of the sail from the ship of the Greek hero Ulysses. The OU Sail is the official university logo, representing what Oakland has achieved and what it aspires to become. The meaning of the sail is known by current students, faculty, and staff, which is why it can-and OAKLAND should-appear on many internal materials. But although it is part of our primary logo, there are certain situations when the sail should not be used: UNIVERSITY. • On mediums with limited space that will be viewed at a distance, like billboards and banners -• When addressing audiences that aren’t familiar with the sail, and therefore wouldn’t recognize it or understand its meaning. OU SAIL
• The varsity monogram is only to be used by varsity athletics.
• The spirit marks should be used almost exclusively for athletics and merchandise materials. Obtain approval from University Communications and Marketing before using on any publications.
• Use the academic marks when a logo is needed, and exclusively for marketing and advertising.
• A succinct version of the Oakland logo has been created for social media applications, for areas where space is very limited, and for a sign-off.
• The OU Seal is for formal academics and presidential use only, and is not interchangeable with the official logo.
• Only use approved versions of the Oakland University wordmark. Contact your University Communications and Marketing account manager to obtain this logo.
• Do not recreate the wordmark or alter elements of the mark in any way.
• Do not use the wordmark to replace the word “Oakland University” in text.
• Do not combine with other marks, graphic elements, or words except as specified in the School and Department Lockups section.
• The logo should maintain proportion when reduced or enlarged.
• The wordmark may be used on giveaway and promotional items and must use a licensed approved vendor. Visit oakland.edu/licensing for more details.
• See the Color Palette section for appropriate color guidelines in reproduction.
• With our focus on the strength of the Oakland brand, it’s important that we treat our department names with consistency.
• All units may use the Oakland University word mark with the sail line in combination with their department name in ITC Garamond Bold.
• When space is limited, such as on envelopes and business cards, a minimum distance should be maintained between the Oakland logo and department lockup. Refer to the diagram above, using the capital U as a spacing guide.
• School and department names should be kept to a width in proportion to that of the Oakland logo when possible, and should not exceed three lines.
• Variations of the department logos should be requested from University Marketing and Communications.

School And Department Lockups

• With our focus on the strength of the Oakland brand, it’s important that we treat our department names with consistency.
• All units may use the Oakland University word mark with the sail line in combination with their department name in ITC Garamond Bold.
• When space is limited, such as on envelopes and business cards, a minimum distance should be maintained between the Oakland logo and department lockup. Refer to the diagram above, using the capital U as a spacing guide.
• School and department names should be kept to a width in proportion to that of the Oakland logo when possible, and should not exceed three lines.
• Variations of the department logos should be requested from University Marketing and Communications.

Mascot Guidelines

• There are three acceptable applications of our mascot, the Grizz.
• The examples above show proper scale and cropping. Tight cropping can add dramatic scale and impact, but the Grizz should always be recognizable, with both eyes visible.
• In addition, the Grizz should not be used directly or only with “Aspire to Rise.” At the right are several practices to avoid.

Graphic Elements

• The apex is a distinct graphic shape that adds a dynamic layer to our photography and communications.
• A visual reference to altitude and aspirational heights, these transparent angles can quickly activate a photograph or layout, incorporating our heritage colors to frame or direct attention toward a subject matter.
• Place a full-color image in a layout using Adobe Illustrator or lnDesign. Overlay graphic shapes that align with the image frame and set the fill color to a combination of gold, black, or white. Place the shape on top of the image, lower the opacity to one of the percentages shown above, and set the blending mode to Multiply (unless the shape is white).
• Rules can frame large headlines and information within layouts.
• A variety of weights should be used to add hierarchy to a layout, but use them consistently throughout the document.

Additional Properties

Employees History