3. Why is institutional identity important to ECSU? FIRST IMPRESSION - In many cases, the first contact a person has with ECSU is through a publication, a letter or through our website. Therefore, it is important that logos, colors and other elements are used consistently and uniformly to ensure recognition and to enhance the university’s image. ENHANCE VALUE of ASSETS -Our institutional identity makes the visual impression that builds our reputation and our image – two of our key assets. QUALITY and PROFESSIONALISM - In order to be effective and to enhance the brand experience, it is important that our brand be used consistently in a high quality, professional manner.

4. What types of communications include our institutional identity? · Letterhead and business cards · Publications and promotional items · Clothing and signage · Digital/electronic communications and audio/video productions · Advertising and marketing · ECSU Website

5. ECSU constituents impacted by the design of your flyer, brochure or other materials and the message conveyed in these communications. · Prospective students · Current students · Parents · Faculty and staff · Partners · Community

6. INTRODUCING

8. Brand Book The Brand Book outlines the institutional identity standards, publication guidelines and procedures, and editorial style guidelines for print and electronic media. The following tools for branding the university consistently include: - University Name - Official University Colors - University Logos - University Tagline - Stationery/Business Cards - Fonts - Clothing - Signage - Promotional Items - Brand Structure - Templates - Editorial Style Guide

9. University Name Use of Name First Usage: Elizabeth City State University Second Usage or abbreviation: ECSU the university (note that the “u” is lower case) Do not use: Elizabeth City University EC State University ECS University EC University E City State University

10. Official Colors, Logos and Tagline The official colors of ECSU are royal blue and white. –Red is the accent color that may be used. Gray and black are the complementary or supporting colors that may be used. Elizabeth City State University’s approved tagline is Elevate Higher. Emerge Stronger.

11. Official Colors, Logos and Tagline Cont. All logos designed for divisions, schools, departments, units and programs must be approved by University Relations and Marketing before they are used on any print or electronic communications.

12. Official Colors, Logos and Tagline Cont.

13. Stationery/Business Cards All divisions, schools, departments, offices, programs and units of the university are required to use the approved letterhead and business card styles. Envelopes, fax cover sheets, and other stationery items must also conform to the approved styles.

14. Merchandise/Commercial Products University bookstores and vendors who sell commercial products should consult the ECSU BRAND BOOK: Identity Standards and Guidelines to ensure that all products using the university’s name and/or logo are produced according to graphics and style standards. Strategic Marketing Affiliates (SMA) manages licensing for ECSU. For information about how to become licensed to manufacture Elizabeth City State University merchandise, please visit the Strategic Marketing Affiliates (SMA) website, www.smaworks.com., or call 317-829-5690.

15. Publication Production Process and Approval

16. Publications Publications that DO NOT represent the institutional identity

17. Publications Institutional identity done right!

18. Publications Before and After Design

21. Editorial Style Guide The Editorial Style Guide is intended to help writers and editors communicate clearly and consistently about Elizabeth City State University in print and electronic media. The guide recommends ways to present information about the university and its faculty, departments, research centers, and events. It addresses the most common questions that arise at ECSU about titles and tricky wording, but it is not a comprehensive grammar manual or dictionary. This guide contains the correct names of university buildings, auditoriums and centers, names of past presidents, etc.

22. Conclusion The Office of University Relations and Marketing is responsible for reviewing and approving communications to ensure compliance with graphics and identity standards. However, the creating university unit is responsible for the content, accuracy and initial proofreading of their internal and external communications. If you need additional assistance, please contact the Office of University Relations and Marketing at (252) 335-3103 or (252) 335-3669.