91猎奇

Brands are built to be a representation of who you are as a business or organization. Branding increases the value of business or organization, generates new customers, creates trust, and supports advertising efforts. 91猎奇's brand includes our name, logos, style and voice in all external outreach. Following the guidelines contained in this style guide will help maintain a consistent brand identity.

Style Guide

Colors

Color is a visual indicator of identity, and consistent reinforcement of the brand colors builds audience awareness and recognizability. 91猎奇's colors are blue, white, and dark grey. Publications and other promotional materials should be predominantly themed in the approved shades listed in this style guide.

91猎奇 blue has been updated to include variations of blue based on use. Please note above that if using 91猎奇 blue for a digital format, you will use the Digital Blue. If using 91猎奇 blue in print, please note that you will need to know the type of paper you are printing on. If the paper is coated or dull, you will use the Coated Paper Blue and if the paper is uncoated, you will use the Uncoated Paper Blue option.

Grey (90% Black) CMYK: 0, 0, 0, 90

White CMYK: 0 ,0, 0, 0

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Typography

The official font for 91猎奇 is called Neutraface. We use Neutraface Text in both book and bold as well as Neutraface Titling in bold and display. Jost is an approved font for use when Neutraface is unavailable. Always choose sans serif fonts over serif fonts. Highly stylized fonts, such as scripts and other novelty fonts, are prohibited unless given special permission by Advancement.

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91猎奇 Institutional Logos

The interlocking 91猎奇 letter logos, also known as academic or institutional logos, are used for general promotion of the College. The institutional logo is the cornerstone of the College and is the most immediately recognizable signifier of our brand. These logos are not to be used to promote athletics. Do not use the institutional 91猎奇 logo with an athletic mark unless given special permission by Advancement. The logos, wordmarks and ligatures that make up these identities are the property of 91猎奇. All materials with one or more of these elements must be approved by Advancement before going into production. The interlocking 91猎奇 letters are not to be used separately from an official logo unless given special permission by Advancement.

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Nighthawk Typography

The Nighthawk Athletics font is TJSF Regular. This typeface requires manual kerning and, as a result, is not available for download. Please contact Advancement for assistance in designing with this font.

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Nighthawk Logos

The Nighthawk identity is for athletics use only, including merchandise in the Hawks Nest Bookstore and recruiting materials. These logos are not to be used to promote academics. Do not use the institutional 91猎奇 logo with an athletic mark unless given special permission by Advancement. The logos, wordmarks and ligatures that make up these identities are the property of 91猎奇. All materials with one or more of these elements must be approved by Advancement before going into production.

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91猎奇 Seal

The 91猎奇 Seal is used in graduation-related materials such as diploma covers. The seal is the property of 91猎奇. All materials with one or more of these elements must be approved by Advancement before going into production. These logos are not available for download. Please contact Advancement for assistance in designing with this seal.

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91猎奇 Department Logos

Department logos add the appropriate department name in the institutional logo. Departments are not allowed to create these logos on their own. Please request a logo from the Advancement office. Existing department logos are available for download, and all materials with one or more of these logos must be approved by Advancement before going into production.

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Clear space

To maintain consistency and visual emphasis, it is important to maintain a clear space around the logo that is not broken by other design elements.

Institutional logos

The clear space around the square institutional logo must be equal to or greater than the distance between the top of the letter K and the bottom of the letter E in "park" and "college." The clear space around the horizontal institutional logo must be equal to or greater than twice the distance between the top and bottom of the letter L in "national". The clear space around the departmental logo follows this same standard. 

Athletics logos

The clear space around the primary athletic logo featuring the full Nighthawk and word mark must be equal to or greater than the distance between the top and bottom of the letter S in "Nighthawks." The same standard applies to the secondary and tertiary logos, however, some allowances may be made to the tertiary logo (see example). Please contact Advancement about designing with this logo.

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Minimum size

Logos must not be reduced beyond the following standards to preserve legibility. Exceptions can be made for some merchandise including pens. These exceptions will be reviewed by Advancement on a case by case basis.

Institutional logos

The horizontal institutional logo must not be reduced to less than 1.5" in length. The same standard applies to departmental logos. The square institutional logo must not be reduced to less than 0.75" in length. 

Athletics logos

The primary athletic logo featuring the full Nighthawk and word mark must not be reduced to less than 1.5" in length. The same standard applies to all other Nighthawk word marks and ligatures. The Nighthawk head logo must not be reduced to less than 0.75" in length.

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Inappropriate Logo Usage

Never attempt to recreate or alter any logo. The following are examples of incorrect logo usage; however, this is not a comprehensive list:

• Logos must never be stretched or otherwise modified from their original proportions.

  

• No additions or deletions may be made to the logos.

  

  

• Do not change the colors of the logos.

  

• Do not use the logos over distracting patterns, such as chevrons.

  

• Do not use a "reversed" Nighthawk logo. Reversing the colors of any Nighthawk logo qualifies as an inappropriate color change. The legibility of this logo is compromised.

  

• Do not use old 91猎奇C or discontinued department logos. If you need replacement materials, please contact Advancement.

  

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Merchandise

The 91猎奇 blue color can be difficult for some vendors to match in products such as banners, t-shirts, and more. The Advancement office understands that in the event a vendor cannot replicate the exact Pantone blue color, a reasonable exception may be approved on a case by case basis. Carolina blue is a common color substitute for 91猎奇 blue and is suitable for most merchandise. Please contact the Advancement office about using Carolina Blue or any other substitute for 91猎奇 Blue.

Carolina Blue CMYK: 31, 16, 0, 13

When ordering merchandise, please adhere to this style guide. Font choices should be sans serif; all materials should be white, black, 91猎奇 blue (or Carolina Blue), or a shade of grey. Other materials with patterns, such as tie-dye, or colors outside of 91猎奇 branding, can be ordered, but those items may not include any 91猎奇 logos. All materials should be legible.

All uses of the 91猎奇 name or logo must be approved before ordering promotional merchandise.

This document  presents creative guidelines for sonic branding at 91猎奇 (91猎奇). While there may be some gray areas in how songs are used, the following details the thought process for both choosing and using music in 91猎奇 media. We believe these guidelines can produce effective and consistent advertising across all mediums, regardless of which team or individual is responsible.

The Purpose of Sonic Branding

The Sonic Brand for 91猎奇 consists of a suite of three individual songs, each with a distinct purpose, but all adhering to the overall 91猎奇 brand and personality. Descriptions and usage guidelines for each song are included in the pages below. This music is largely meant to be used as a backdrop to 91猎奇's wider brand media experience as it is combined with voice, effects, and imagery.

Forming 91猎奇's Sound

91猎奇's sonic brand should sound like an individual is "taking a journey." As a result, all three songs (whether fast or slow) contain movement and direction, both in the notes and in the rhythm. As one 91猎奇 stakeholder describes the sonic brand:

"The music should sound like you're getting somewhere. Accomplishing something. Music that would power a road trip or summiting a mountain top would create that sense of excitement and opportunity. Our students overcome so many obstacles to get to their goals. Our community college students are resilient, dedicated, and determined."

This type of experience ultimately led to the selection of a smooth, orchestral acoustic sound for 91猎奇's sonic brand. Strings and french horns are at the forefront of this sound, while piano, guitar, and a drum set give the music a modern flair. This sound is rooted in tradition, while brimming with modern day relevancy.

Another important aspect to 91猎奇's sonic brand is rhythm, specifically a variety of rhythms all on display at once. Rather than having all instruments play the same rhythm, rhythms start slow and get progressively smaller, differentiated between all instruments. Some instruments (like the guitar or drums) play faster, subdivided notes, while others (like the horns or strings) play longer, sustained notes to provide a contrast.

Reflection (Song 1)

"Reflection" was written to represent the more reflective side of a journey. Maybe it's admiring the beauty of a nature hike, driving past an inspiring monument on a road trip, or thinking back on past memorable moments.

 This song is best used for more somber, reflective, or commemorative moments, essentially to accompany any video or audio that shouldn't have an excited, energetic feeling. Usage examples could include a graduation video or a holiday wishes video.

Below you'll find a chart mapping out key timecodes in the music that can be used to loop and extend the song as needed:

Timecodes:

• 0:06 Starting point for looping song
• 0:54 Ending point for a shorter loop
• 1:18 Starting point for a different loop
• 2:06 Ending point for looping song
  
  

Reflection Download FIles

A New Journey (Song 2)

"A New Journey" was written as if an individual is at the start of a road trip. There is a sense of excitement that starts small, but then continues to grow as the journey begins. Things feel exciting, we see opportunities ahead, but the path never feels uncomfortable.

This song should accompany videos that express excitement and wonder, but not necessarily upbeat freneticism. Usage examples could include an inspirational advertisement or a student welcome video.

Below you'll find a chart mapping out key timecodes in the music that can be used to loop and extend the song as needed:

Timecodes:

• 0:07:09 Starting point for looping song
• 0:22:03 Start/end point for a shorter loop
• 0:36:23 Start/end point for a shorterloop
• 1:06:10 Ending point for looping song
  

A New Journey Download FIles

Getting Somewhere (Song 3)

"Getting Somewhere" was written as an upbeat, exciting song, representing the excitement one feels when they're "getting somewhere" on their journey. It conveys the feelings of arrival and accomplishment, just like summiting a mountain top.

This song should accompany upbeat videos and videos showing exciting accomplishments. Usage examples could include a fast-paced advertisement or a sports highlight video.

Below you'll find a chart mapping out key timecodes in the music that can be used to loop and extend the song as needed:

Timecodes:

• 0:07:09 Starting point for looping song
• 0:22:03 Start/end point for a shorter loop
• 0:36:23 Start/end point for a shorterloop
• 1:06:10 Ending point for looping song
  
  

Getting Somewhere Download Files

Holiday Variations

Although the following song variations serve a very specific purpose, variations of 91猎奇's three songs can be found below, utilizing the classic winter sleigh bell sound. These song versions are only to be used in the winter, accompanying holiday videos or audio announcements.

Holiday Variations Download Files

Using Other Songs

While it is recommended that 91猎奇 media stays within the three songs and variations provided within the sonic brand, situations may occasionally arise in which additional songs need to be found online from stock music websites.

In these instances, the following filters and criteria are recommended for a selection that stays within 91猎奇's sonic brand:

• Instrumental tracks (not vocal).
• Prominent instruments include acoustic guitar, piano, strings, and horns. A drum set may be included depending on the type of song needed.
• Do not select songs featuring heavy synthetic or electronic elements.

Stock Music Websites

• YouTube Audio Library (free for use within YouTube).
• Shockwave Sound (paid).
• Epidemic Sound (paid subscription).
• Artlist (paid subscription).