SAS

Official Websites

• https://www.sas.com
• https://brand.sas.com
• http://www.sas.com

Brand Guidelines

2021

Brand Summary

Mission

• To create and lead a comprehensive communications and integrated marketing program that emphasizes the university’s unique brand and enhances its visibility [^1].

Core Values

• Consistency
• High-quality image
• Unified identity
• Progressive research
• Midwest roots
• National and international achievement [^2]

Target Audience

• Diverse audiences including Kansas, the nation, and the world; students, alumni, faculty, staff, and public partners .

Personality Traits

• Strong
• Progressive
• Professional
• Efficient
• Modern
• Welcoming

Visual Identity Overview

• The visual identity is centered on the Kansas State University Wordmark, official purple (PMS 268+), clean and contemporary typography (Myriad Pro and Adobe Caslon Pro), consistent logo usage, and compelling imagery. The brand emphasizes clarity, professionalism, and a unified visual style across all communications [^5].

Categories

Brand Voice

• Powerful, consistent imagery and well-protected marks are vital ingredients to maintaining a unique identity. Visuals, however, are only part of the story. Brand personality is also the product of the printed and spoken word. What is said is the message; how it’s said is the voice.
• Kansas State University is a strong, progressive research institution with deep, Midwest roots that form a solid foundation for national and international achievement. Written and verbal communications that emanate from the university, or carry its marks for identification, should reflect and reinforce these characteristics.
• Consistent punctuation, grammar and overall style also is key to clear, efficient and professional communication. For official marketing and communications on behalf of the university, the Associated Press Stylebook should be consulted. In addition, for items specific to Kansas State University, the university style guide should be consulted. The university guide may be found at: k-state.edu/vpcm/styleguide

Brand Imagery

• Compelling photography is key to marketing Kansas State University. This is why the university provides professional photography to official university units free of charge
• University units may download and use images free of charge at: ksuphoto.zenfolio.com
• For information about ordering prints: k-state.edu/photo/ services.html
• To schedule photo shoots contact: photo@k-state.edu

Color Palette

• The only color to be used for the logo mark is Pantone Color 268+ or color build as shown below.
• All trademarked images may be displayed only in black, white and Kansas State University official purple (Pantone 268+ or hex code #512888 for Web).
• PMS 268+
• WHITE
• K/BLACK
• 20 PERCENT K/BLACK
• 40 PERCENT K/BLACK
• C 82 PERCENT
• M 100 PERCENT
• Y 0 PERCENT
• K 12 PERCENT
• R 81
• G 40
• B 136
• HEX #512888
• HEX #FFFFFF
• HEX #000000
• HEX #D1D1D1
• HEX #A7A7A7
• Utilize shades of black for two-color jobs.
• The dominant color for all printed jobs is PMS 268+.
• The neutrals palette for printed materials connects with campus architecture by using a more compatible collection of color. This palette is to be used for neutral backgrounds. Darker versions of neutrals may be used for text.
• Accent colors are just that – they should take up no more than 15 percent of any particular printed page or project. The accent range is used in the recruitment package, which includes the viewbook, brochures, signage and other collateral materials. Additional accent colors may be used if approved by the Division of Communications and Marketing, 785-532-2535, vpcm@k-state.edu.
• Accent colors may be used in shade variations.
• Note: use as a guide for printed materials only
• PMS 141
• PMS 7407
• PMS 7528
• COOL GREY 9
• PMS 1205
• PMS 7503
• PMS 7525
• PMS 7530
• PMS 617

Typography

• Authorized typefaces are an important part of Kansas State University’s brand identity and should always be used. For print materials, use the font shown here. For online materials, Lucida Sans is the substitute font.
• Myriad Pro is clean and contemporary. It communicates a modern and efficient approach. Myriad has a warmth and readability that result from the humanistic treatment of letter proportions and design detail. As the primary font, Myriad Pro complements the university branding. It is an excellent choice for text typography that is comfortable to read, while the wide variety of weights and widths in the family provides a generous creative palette for even the most demanding display typography.
• Myriad Pro Four commonly used families below with such variations as light, light italic, semi-bold, condensed, etc.
• Authorized typefaces are an important part of Kansas State University’s brand identity and should always be used. For print materials, use the font shown here. For online materials, Times New Roman is the substitute font.
• Adobe Caslon Pro is known for its classic, timeless and lasting look. Adobe Caslon Pro is the recommended serif font used for a body of printed work, because its individual letter forms are more distinctive and are easy to identify.
• Ideally suited for text in sizes ranging from six to 14 point, Adobe Caslon Pro is known for its classic, timeless and lasting look.
• Adobe Caslon Pro Four commonly used families below with such variations as semi-bold, semi-bold italic, etc.

Logo Usage

• The Kansas State University Wordmark shown here is the primary logo for the university. Alternate versions include: PMS 268, reversed-to-white on PMS 268, reversed-to-white on black, 100 percent black and 40 percent black. No other color combinations are allowed.
• This wordmark must stand alone. It should be used as a singular graphic element. It should not be used as part of another mark and should not be combined with another logo, mark, graphic or other visual element.
• To ensure legibility in print media, the logo may not be reproduced in sizes less than 1" wide. The minimum size for electronic media is 72px wide.
• The clear, uncluttered space surrounding the logo maintains the mark’s integrity, impact and legibility. When scaling (enlarging or reducing) the wordmark, always make sure the shift key is used to maintain the original proportion of the mark.
• Do use only approved, unaltered versions of the Kansas State University Wordmark.
• Do ask if you don’t have the correct file or file type. To obtain official versions of the wordmark, contact the Division of Communications and Marketing, 785-532-2535, vpcm@k-state.edu, or Trademark Licensing, 785-532-6269, logos@k-state.edu.
• Do remember when scaling (enlarging or reducing) the wordmark, to always make sure that the shift key is used to maintain the original proportion of the mark.
• Do use the wordmark when a Kansas State University logo must appear within a list of visual marks from other entities. The wordmark provides added visual weight, allowing the university identity to more effectively cut through visual clutter.
• Don’t re-create the Kansas State University Wordmark.
• Don’t use the Kansas State University Wordmark within text.
• Don’t combine the Kansas State University Wordmark with any other marks, graphic elements or words, except as specified.
• Don’t outline the Kansas State University Wordmark.
• Don’t alter the Kansas State University Wordmark, except to enlarge or reduce it proportionally.
• The K-State Wordmark was designed for limited use. The Kansas State University Wordmark should always be considered for primary use.
• Do use only approved, unaltered versions of the K-State Wordmark.
• Do use this mark as a stand alone and separate mark from any other element.
• Do remember when scaling (enlarging or reducing the wordmark to always make sure the shift key is used to maintain the original proportion of the mark.
• Don’t re-create the K-State Wordmark.
• Don’t use the K-State Wordmark on university stationery or external university publications, websites or other visual communications.
• Don’t outline the K-State Wordmark.
• Don’t alter the K-State Wordmark, except to enlarge or reduce it proportionally.
• The only color to be used for the logo mark is Pantone Color 268+ or color build as shown below.
• All trademarked images may be displayed only in black, white and Kansas State University official purple (Pantone 268+ or hex code #512888 for Web).

Tone And Messaging

• Brand personality is also the product of the printed and spoken word. What is said is the message; how it’s said is the voice.
• Kansas State University is a strong, progressive research institution with deep, Midwest roots that form a solid foundation for national and international achievement. Written and verbal communications that emanate from the university, or carry its marks for identification, should reflect and reinforce these characteristics.
• Consistent punctuation, grammar and overall style also is key to clear, efficient and professional communication. For official marketing and communications on behalf of the university, the Associated Press Stylebook should be consulted. In addition, for items specific to Kansas State University, the university style guide should be consulted. The university guide may be found at: k-state.edu/vpcm/ styleguide

Visual Style

• The Kansas State University Wordmark shown here is the primary logo for the university. Alternate versions include: PMS 268, reversed-to-white on PMS 268, reversed-to-white on black, 100 percent black and 40 percent black. No other color combinations are allowed.
• This wordmark must stand alone. It should be used as a singular graphic element. It should not be used as part of another mark and should not be combined with another logo, mark, graphic or other visual element.
• To ensure legibility in print media, the logo may not be reproduced in sizes less than 1" wide. The minimum size for electronic media is 72px wide.
• The clear, uncluttered space surrounding the logo maintains the mark’s integrity, impact and legibility. When scaling (enlarging or reducing) the wordmark, always make sure the shift key is used to maintain the original proportion of the mark.
• Do use only approved, unaltered versions of the Kansas State University Wordmark.
• Do remember when scaling (enlarging or reducing) the wordmark, to always make sure that the shift key is used to maintain the original proportion of the mark.
• Do use the wordmark when a Kansas State University logo must appear within a list of visual marks from other entities. The wordmark provides added visual weight, allowing the university identity to more effectively cut through visual clutter.
• Don’t re-create the Kansas State University Wordmark.
• Don’t use the Kansas State University Wordmark within text.
• Don’t combine the Kansas State University Wordmark with any other marks, graphic elements or words, except as specified.
• Don’t outline the Kansas State University Wordmark.
• Don’t alter the Kansas State University Wordmark, except to enlarge or reduce it proportionally.
• The only color to be used for the logo mark is Pantone Color 268+ or color build as shown below.
• All trademarked images may be displayed only in black, white and Kansas State University official purple (Pantone 268+ or hex code #512888 for Web).
• Utilize shades of black for two-color jobs.
• The dominant color for all printed jobs is PMS 268+.
• Accent colors are just that – they should take up no more than 15 percent of any particular printed page or project. The accent range is used in the recruitment package, which includes the viewbook, brochures, signage and other collateral materials. Additional accent colors may be used if approved by the Division of Communications and Marketing, 785-532-2535, vpcm@k-state.edu.
• Accent colors may be used in shade variations.
• Authorized typefaces are an important part of Kansas State University’s brand identity and should always be used. For print materials, use the font shown here. For online materials, Lucida Sans is the substitute font.
• Authorized typefaces are an important part of Kansas State University’s brand identity and should always be used. For print materials, use the font shown here. For online materials, Times New Roman is the substitute font.

Layout And Composition

• Place the wordmark on either the front or back cover of all publications and in the upper left of every university website, as shown in the header of the university home page banner: k-state.edu
• This wordmark must stand alone. It should be used as a singular graphic element. It should not be used as part of another mark and should not be combined with another logo, mark, graphic or other visual element.
• To ensure legibility in print media, the logo may not be reproduced in sizes less than 1" wide. The minimum size for electronic media is 72px wide.
• The clear, uncluttered space surrounding the logo maintains the mark’s integrity, impact and legibility. When scaling (enlarging or reducing) the wordmark, always make sure the shift key is used to maintain the original proportion of the mark.
• Do remember when scaling (enlarging or reducing) the wordmark, to always make sure that the shift key is used to maintain the original proportion of the mark.
• Don’t combine the Kansas State University Wordmark with any other marks, graphic elements or words, except as specified.
• Don’t outline the Kansas State University Wordmark.
• Don’t alter the Kansas State University Wordmark, except to enlarge or reduce it proportionally.
• Do use this mark as a stand alone and separate mark from any other element.
• Do remember when scaling (enlarging or reducing the wordmark to always make sure the shift key is used to maintain the original proportion of the mark.
• Don’t outline the K-State Wordmark.
• Don’t alter the K-State Wordmark, except to enlarge or reduce it proportionally.
• The University Seal may be cropped, but its proportional integrity must be maintained.
• In academic marketing, the Powercat must stand alone. It should be used as a singular graphic element. It should not be used as part of another mark and should not be combined with another logo, mark, graphic or other visual element.
• No markings may be made on top of or through the Powercat.
• The Powercat cannot be modified in any way.
• Standard use of the Powercat is facing to the right.
• To ensure legibility, the mark may not be reproduced in sizes less than 1” wide. The minimum size for electronic media is 72px wide.
• The clear, uncluttered space surrounding the mark maintains its integrity, impact and legibility.
• The Kansas State University Wordmark may be customized with the unit name. This mark is to be used on any and all items for an audience external to the university.
• The university’s stationery system remains unchanged, branded with the full unit signature in horizontal format only.
• An abbreviated unit signature has limited use and was developed particularly for instances where space is limited. This mark should not be used on stationery or business cards.
• The co-branded entity’s logo and the Kansas State University Wordmark should be the same size and proportional to one another. The entity’s logo can be smaller, but must never be larger than the wordmark.
• The entity’s logo and the Kansas State University Wordmark should be separated by at least one half the width of the wordmark. Ideally, the wordmark and entity logo will appear on opposite sides of the page on documents, displays, etc., being utilized by the co-branded entity.
• To ensure legibility in print media, the wordmark may not be reproduced in sizes smaller than 1.25 inches wide. The wordmark must be resized proportionally and cannot be combined into a single graphic with other groups’ logos or graphic elements.
• Communications representing any facet of K-State Research and Extension should use the brand consistently to present a unified identity. The K-State Research and Extension wordmark serves as the umbrella identity for all districts and counties. To allow counties, districts and programs to emphasize that they are an integral part of K-State Research and Extension, the wordmark may be customized with the program name immediately followed by the district or county name. This mark should be used on any and all items for external audiences.
• For pieces with limited space, a vertical wordmark is available. This mark should not be used for stationery or business cards.
• Business cards should contain only essential information, organized in the user-friendly format shown here. All university business cards must be of standard size (3.5" x 2” ).
• No other elements may appear on business card front.
• Letterhead represents university offices and departments. Format consistency is important. Please follow the guidelines shown here.
• Upper left-hand corner includes the Kansas State University Wordmark.
• Unit name appears directly right of wordmark in one or two lines.
• The mailing address is centered in a single bottom line and includes room number, building name, city/state/nine-digit ZIP, phone number, fax number and university home page, www.k-state.edu.
• Envelopes include the Kansas State University Wordmark in the upper left-hand corner and information to the right of the wordmark following this general format: College or division name in one or two lines; Department name, if needed, in one or two lines; Street/city/state/nine-digit ZIP (available from Facilities Support Services); If needed, postal meter number (available from Central Mail Services: 785-532-7751 or centralmailservices@k-state.edu)

Trademark Licensing

• Use of Kansas State University trademarks for licensed products and communications by individuals or entities outside the institution must be approved by the director of Trademark Licensing. In general, the use of Kansas State University’s marks is restricted to representation of official partnerships or sponsorships.
• The use of any university trademark on a promotional item of any type requires prior written approval. This applies to all products, including those designed by students or student groups.
• Trademark Licensing protects and promotes the names, marks and logos of Kansas State University and is administered as part of the business office of K-State Athletics, Inc. The university has contracted with Licensing Resource Group (LRG) to aid in the administration, protection and marketing of the program.
• Download a license application and submit it to LRG. Product samples must be sent along with your application. As a member of the Fair Labor Association (FLA), the university wants to ensure that our products are made under safe conditions where workers’ rights are protected.
• If you are seeking a craft agreement, please contact LRG at 616-395-0676 and speak to Licensing Administration.

Print Guidelines

• To provide immediate brand recognition, the Kansas State University Wordmark should be used on all print and electronic publications and websites.
• Place the wordmark on either the front or back cover of all publications and in the upper left of every university website, as shown in the header of the university home page banner: k-state.edu
• The Kansas State University Wordmark shown here is the primary logo for the university. Alternate versions include: PMS 268, reversed-to-white on PMS 268, reversed-to-white on black, 100 percent black and 40 percent black. No other color combinations are allowed.
• This wordmark must stand alone. It should be used as a singular graphic element. It should not be used as part of another mark and should not be combined with another logo, mark, graphic or other visual element.
• To ensure legibility in print media, the logo may not be reproduced in sizes less than 1" wide. The minimum size for electronic media is 72px wide.
• The clear, uncluttered space surrounding the logo maintains the mark’s integrity, impact and legibility. When scaling (enlarging or reducing) the wordmark, always make sure the shift key is used to maintain the original proportion of the mark.
• Do use only approved, unaltered versions of the Kansas State University Wordmark.
• Do ask if you don’t have the correct file or file type. To obtain official versions of the wordmark, contact the Division of Communications and Marketing, 785-532-2535, vpcm@k-state.edu, or Trademark Licensing, 785-532-6269, logos@k-state.edu.
• Do remember when scaling (enlarging or reducing) the wordmark, to always make sure that the shift key is used to maintain the original proportion of the mark.
• Do use the wordmark when a Kansas State University logo must appear within a list of visual marks from other entities. The wordmark provides added visual weight, allowing the university identity to more effectively cut through visual clutter.
• Don’t re-create the Kansas State University Wordmark.
• Don’t use the Kansas State University Wordmark within text.
• Don’t combine the Kansas State University Wordmark with any other marks, graphic elements or words, except as specified.
• Don’t outline the Kansas State University Wordmark.
• Don’t alter the Kansas State University Wordmark, except to enlarge or reduce it proportionally.
• All university business cards must be of standard size (3.5" x 2” ).
• College or division name may occupy one or two lines.
• Department name may occupy one or two lines.
• Name and degree designation must use only one line.
• Title appears below name and degree, in one or two lines.
• Mobile phone number appears next to office phone number.
• No other elements may appear on business card front.
• Small Powercat mark printed in black.
• Quick Response (QR) code may appear in bottom right-hand corner (optional).
• Card center may include a tagline or mission statement.
• Upper left-hand corner includes the Kansas State University Wordmark.
• Unit name appears directly right of wordmark in one or two lines.
• If needed, department name appears beneath in one or two lines.
• The mailing address is centered in a single bottom line and includes room number, building name, city/state/nine-digit ZIP, phone number, fax number and university home page, www.k-state.edu.
• Only the information described here may be printed on general correspondence envelopes, unless required by postal or federal regulations. These exceptions must be approved by the Division of Communications and Marketing.
• Envelopes include the Kansas State University Wordmark in the upper left-hand corner and information to the right of the wordmark following this general format: College or division name in one or two lines; Department name, if needed, in one or two lines; Street/city/state/nine-digit ZIP (available from Facilities Support Services); If needed, postal meter number (available from Central Mail Services: 785-532-7751 or centralmailservices@k-state.edu)

Videos

• The Division of Communications and Marketing has experienced video/audio professionals available to assist colleges and units at all campuses at no charge for their creative services, to assist with the creation of well-crafted and branded videos across a wide variety of media distribution channels.
• For information about video services: k-state.edu/video
• One of the most effective tools for communicators at K-State is video. To ensure a consistent user experience and brand standards it is critical that videos are of high quality, demonstrate excellent production values, and are distributed in the proper format and resolution.
• High definition, 1080i, 1920x1080 (16:9) aspect ratio
• SD to HD up-conversion should be avoided, if possible, due to artifacts created in the up-conversion process.
• Clipping is to be avoided at all costs
• Maximum level is 0 (clip point)
• Audio peaks should average around -8 dB (from clip)
• Tone level (if used) is -18 dB (from clip)
• Use professional lavalier or hand-held microphones for audio capture. Avoid “shotgun” mics wherever possible.
• Digital recording standard: 44.1 kHz sample rate, 16 bit minimum (CD quality)
• YouTube and other online video channels enforce copyright for music in all uploaded videos. Even music to which Kansas State University has rights may be “flagged,” preventing viewing of the video. After a limited number of “flags,” the online channel may discontinue support for the University, so it is imperative copyrighted music not be included on videos uploaded to YouTube, Vimeo and other video service providers.
• 16:9
• 5-8 seconds preceding and following content (Please contact the Division of Communications and Marketing for Photoshop and text templates for standard title slates)
• All broadcast videos are to be reviewed and approved by the Division of Communications and Marketing before distribution to media outlets for air.

Websites

• To provide immediate brand recognition, the Kansas State University Wordmark should be used on all print and electronic publications and websites.
• Place the wordmark on either the front or back cover of all publications and in the upper left of every university website, as shown in the header of the university home page banner: k-state.edu
• To ensure legibility in print media, the logo may not be reproduced in sizes less than 1" wide. The minimum size for electronic media is 72px wide.
• The clear, uncluttered space surrounding the logo maintains the mark’s integrity, impact and legibility. When scaling (enlarging or reducing) the wordmark, always make sure the shift key is used to maintain the original proportion of the mark.
• With the implementation of a content management system for university websites, clients can focus on the site content, while our web professionals ensure consistency and maximize usability. Our staff will help you communicate with your audiences and deliver the relevant information that is key in today’s web environment.
• OmniUpdate serves as the university Content Management System (CMS). This tool enables academic departments and offices to easily create and modify websites in accordance with university branding efforts. A central CMS also allows for the creation of additional tools/features and integrated social media for everyone across campus.
• If you are interested in learning more, please contact Web Services at webservices@k-state.edu. There is no fee associated with using the CMS.

Resources

• The Division of Communications and Marketing maintains many templates to assist with the creation of presentations, name tags, brochures, magazines, banners, eNewsletters and other communications. To access available online resources, please visit: k-state.edu/vpcm/resources
• PowerPoint templates • Horizontal • Vertical For customized PowerPoint templates that feature unit signatures or assistance with name tags, please contact the Division of Communications and Marketing.
• Print name tag templates Plastic and metal name tag templates also are available. College/Department Name Title Program College/Department Name Title Program

Templates

• The Division of Communications and Marketing maintains many templates to assist with the creation of presentations, name tags, brochures, magazines, banners, eNewsletters and other communications. To access available online resources, please visit: k-state.edu/vpcm/resources
• PowerPoint templates • Horizontal • Vertical For customized PowerPoint templates that feature unit signatures or assistance with name tags, please contact the Division of Communications and Marketing.
• Print name tag templates Plastic and metal name tag templates also are available. College/Department Name Title Program College/Department Name Title Program

Additional Properties