Our brand must reflect the quality and effectiveness of the College’s products and services, every underlying process, and all systems within the College community. The messages (ideas) that Penn Highlands conveys, both verbally and visually, must represent the College concisely in order to elicit the proper meaning to all members of our community.
Our brand serves many purposes. It lends to the cohesiveness of the imaging and messaging that advocates the strengths and values of the College’s services and programs. It also fosters true understanding and helps prevent any confusion with outlying brands or misrepresentations of the College.
The College brand builds credibility, trust, loyalty, and pride. It also generates positive impressions and feelings… unifying the entire organization. When used effectively, it can increase enrollment, create top-of-mind awareness and brand recognition, increase utilization by employers of the College’s business-related services and programs, and aid in generating financial donations.
“Discover You” Tagline
In mid-2018, to add significance and relevancy, the College focused on tagging our external messaging with the phrase “Discover You”. This moniker is designed to show our audiences a sense of hope and optimism about their futures. It is meant to be a call-to-action that can fit any of our messages or audience members.
Every single piece, both internal and external, plays its part and must adhere to the graphic style of the Penn Highlands’ brand.
What is graphic style?
It is the use of logos, typefaces, and colors to create a clearly recognizable image for an institution. Graphic style standards are necessary for organizations in order to build and communicate a clear institutional brand for its target audiences.
A successful graphic style will help the College develop strong name recognition by defining a “look” for all materials that audiences instantly identify as Penn Highlands Community College. This does not mean that all materials must look exactly alike. It does mean that they must all clearly belong to the same family, with wordmarks, logos, typefaces, and colors used consistently.
Graphic Style Application
Publications and materials governed by our graphic style include, but are not limited to, the following:
- Recruitment brochures
- PowerPoints and other presentations
- Departmental program information
- Publications to alumni, donors, and other external audiences
- Official websites and social media outlets
- Periodical magazines, annual reports, and newsletters
- All advertising vehicles
- Promotional videos and CDs
- Stationery and business cards
- Banners and posters
- Promotional items
Examples of materials not governed by our graphic style include the following:
- Academic papers or academic presentations
- Articles written for academic journals
- Internal reports, memos, and forms
- Letters and other business correspondence (must be on official stationery)