Your foolproof guide to Keene State College’s graphic standards. Using the Wise Guide will help protect the integrity of the Keene State College brand. The visual elements – logo, tagline, fonts, and color palette – help define Keene State’s identity. That’s why graphic standards are important. By keeping a consistent look, we increase name recognition and brand awareness. The elements presented in this guide supercede all previous images and are the official elements that make up the KSC brand. Download the Wise Guide in PDF format.
The logo The logo may be Pantone Matching System (PMS) 186 and white or black and white. There are no other approved color options. When possible, it should be anchored to an edge, graphic or physical, and should never be screened or watermarked. It should not be used sideways. The size of the logo should be proportional to your project, but never smaller than .75” wide. There should always be an area of text isolation surrounding the logo. No type element should get closer than the dimensions of the dotted line shown below.
The tagline Use it wisely! The tagline should be anchored to the right or below the logo. While you are allowed to use the tagline on photos, it should not be used on busy backgrounds. It may be used in the accent colors of Keene’s color palette as long as the colors do not create problems with legibility. For sizing, the tagline should be twice the width of the logo. The area of text isolation, or free space, also applies to the tagline.
Tagline on a busy background. Tagline is unreadable.
Fonts for Word and Web Use:
Arial Regular body copy (80% grey) HEADLINES, ALL CAPS
Arial Black: Use for links & subheads HEADLINES, ALL CAPS
Fonts for Graphic Designers and Printers: Keene State’s approved professional fonts are Caecilia and Berthold Akzidenz Grotesk.
Colors for Word & Web Design Keene’s primary color is Pantone Matching System (PMS) 186 – Red, Green, Blue (RGB) breakdown is 227, 24, 55. There are 12 additional accent colors you can pick from that complement each other for backgrounds and headlines. Use them in support of the logo and tagline colors. Just try to keep things easy to read. The RGB break (as noted in the white boxes below) is useful for Word documents. Please see below for instructions on how to add these colors to your documents. HEX numbers (as noted in the colored boxes below) are used for web design.
How to Create These Colors in Your Word Documents
- Either highlight your text or create a box.
- Choose Format | Borders and Shading from the menu.
- Click on the Shading tab.
- In the Apply to: drop-down list, choose Text or Paragraph.
- Click the More Colors button.
- Choose Color Sliders from the top menu (second button)
- Choose RGB Sliders from the drop-down menu
- Fill in the RGB values for the color you’d like to use from the new palette
Colors for Graphic Designers and Printers
Graphic designers and printers will need the PMS numbers and the CMYK break shown on this page. Keene’s primary color is PMS 186 red and there are 12 additional accent colors. While the logo should always be presented in black or PMS 186, you can pick a couple of accent colors that complement each other for backgrounds and headlines and use them in support of the logo and tagline colors. If you’re using red outside of the logo, stick to PMS 187. It competes less with 186 and allows the bright red of the logo to pop off of the page more.
The Owls There are three versions of the Keene State owl: the athletic owl, the soaring owl, and the perched owl. They are shown here in two-color and grayscale. You can use any of these owls in your promotional literature; they are available on our branding blog: sites.keene.edu/marketing.
PLEASE NOTE: You may also see the athletic “Owl Head” being used in some material. This version of the Owl is authorized for the Athletic Department’s use only.
Owl Do’s and Don’ts Owls can be used in two-color (186 red + black) and grayscale. Try not to have the owls flying off the page. Do not change the color of the owls. The owls should not be grouped with the logo and tagline, but can be used in the same piece (ideally separated visually). Keep an area of open space surrounding the owls, similar to the space required around the logo. The owls should not be used sideways or upside down. Do not use the owls over a busy image. The size of the owls should be proportional to your project, but never smaller than the size that is pictured below. Do not skew or change the proportions of the owls.
If you have any questions, please contact the Director of Marketing & Communications, Kathleen Williams, at email@example.com.