UNH Brand Guidelines 2019

®
Brand & Visual

Guidelines
COMMUNICATIONS
AND PUBLIC AFFAIRS
VERSION 1.0
COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA BRAND & VISUAL GUIDELINES | 01

COMMUNICATIONS
AND PUBLIC AFFAIRS
VERSION 1.0
02 | BRAND & VISUAL GUIDELINES COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA

BRAND & VISUAL GUIDELINES COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA
Table Of Contents
BRAND OVERVIEW……………………………………… 03 BRAND CHANNELS……………………………………… 31
Print………………………………………………… 32
INTRODUCTION………………………………………… 07
Quick Reference Guide……………………………… 10 Broadcast…………………………………………… 33
Why Brand Matters………………………………… 13 Digital………………………………………………… 34
Social Media………………………………………… 35
POSITIONING STATMENT……………………………… 15
VISUAL STANDARDS…………………………………… 37
MESSAGING SYSTEM…………………………………… 19
Brand Tone………………………………………… 20 Logo Usage………………………………………… 38
Elevator Speech…………………………………… 21 The University Seal………………………………… 42

Topline Themes……………………………………… 21 Promotional Items………………………………… 43
Audiences and Key Messages……………………… 22
Color Palette………………………………………… 44
EDITORIAL STYLE……………………………………… 27 Typography………………………………………… 45
Photography Style………………………………… 46
ATHLETICS BRANDING………………………………… 49

Brand Overview

Brand Overview
The UNH brand depends on telling UNH stories consistently,
clearly and effectively in words, images and themes. These
guidelines serve as a toolkit to help you create communica-
tions with an authentic, strong UNH brand.

Introduction

Objectives
The purpose of the guide is to ensure the look, feel and
consistency of the university’s official communications.
We want our audiences to recognize UNH — in appearance,
in spirit, in voice — in every email, print piece, video, tweet,
and more. By adhering to the standards set forth in this brand
guide, you increase the reach and power of the UNH brand.

Quick Reference Guide
IDENTIFICATION LOGOS
The University of New Hampshire The UNH logo consists of two elements: the emblem and the
wordmark. The emblem is a blue and white shield with the letters
UNH
“NH” placed inside. The wordmark is the name “University of New
Wildcats Hampshire” in Glypha typeface.
UNH Athletics has separate logos and fonts for use with athletics
TAG LINE
and spirit uses only.
New Hampshire’s flagship research university Logos must not be altered. Do not stretch, change colors, alter fonts
or use the UNH shield with alternate content/elements.

COLORS
Primary: Pantone 661C (blue) and white
Secondary: Pantone 7546 (dark blue/gray), Pantone 429 (light gray),

Pantone 7527 (beige), Pantone 7578 (orange)
PHOTOGRAPHY
300 dpi minimum, high resolution, saved as tiff, jpg or eps
FONT
Our primary font for all applications is Source Sans Pro.
For long-form body copy in print applications, the preferred font is Minion.
Glypha is used for the university wordmark and selected CPA

applications.

Why Brand Matters
Establishing and communicating a clear and compelling brand helps The fundamental elements of our brand are discussed in detail in
people associate the UNH name with credibility and quality. A strong the following sections and include the following:
brand inspires trust and loyalty. It conveys a sense of excellence. In
a digital and social age when managing perceptions can be chal- POSITIONING STATEMENT
lenging, we need to communicate with a well-defined, consistent
voice. To help us do this successfully, we have developed this UNH A statement of our institutional persona and our value proposition,
brand guide, which includes examples of strong UNH messaging, for internal use only.
stories and imagery. This guide is designed to help all those working
at and with UNH to speak with a clear and powerful voice to be the MESSAGING SYSTEM
best ambassadors of our identity, reputation and story.
Our audience-specific messages and tag lines, brand channels and
curated concept and language choices, establishing a consistent
and coherent theme across channels.
VISUAL STANDARDS
Specific guidelines for the university logo, colors, typefaces, photo

treatments.

Positioning Statement

THE ESSENCE OF UNH
Our positioning statement distills the essence of the UNH brand:

what we do, what we believe, and what makes us special. It is not for
public use, but to help us as representatives of the university inter-
nalize the sensibilities and shared values that underlie our brand. It
informs all of our communications, from search pieces for prospec-
tive students to our alumni magazine to promotional materials
shared with external partners.

WE ARE WILDCATS
We live in a state where you are always on the edge of a new vista, a We do some of the world’s most ambitious, adventurous research
new possibility: the coast of the Atlantic or a start-up in a renovated and intellectual work. We’re driven to imagine alternative possi-
mill; the profile of the White Mountains or one of the world’s great bilities and develop effective solutions. We cultivate a flexible,
concentrations of cultural, intellectual and technological innovation. pragmatic mind and an idealistic heart.
We live on a human scale. We’re a research university where relation- We’re not trying to be famous. We’re trying to do good work, love the
ships matter, where kindness and compassion are shared values, process and get results. Our goal isn’t to make headlines. Our goal is
where collaboration is a source of inspiration. to make change.
We live in a state that is rugged, resourceful, resilient. We’re built for

people who see beyond obstacles, who take pleasure in meeting a
challenge, who take pride in attempting the impossible, struggling
and discovering a new way forward.

Messaging System

Messaging System
BRAND TONE
While the tone may vary somewhat from audience to audience —

prospective students vs. donors, for example — there is an overall
consistency to our brand “voice”:
Smart and clever, but not silly or sarcastic
Relatable: avoid unnecessary complexity or academic jargon
Optimistic and energetic: focused on problem solving, meeting

challenges with energy and creativity
Tone words: engaging, surprising, genuine, determined

Messaging System
ELEVATOR SPEECH TOPLINE THEMES
The University of New Hampshire is the state’s flagship research STUDENTS
university. Our students and their meaningful contributions to At UNH, students develop personal, intellectual and professional
society are powered by our faculty and staff’s passion for teaching, skills and define their own success. The opportunities are boundless.
the university’s abundant opportunities for hands-on research and
ALUMNI
internships in New Hampshire and around the globe, and our grad-
Your academic years were just the beginning of your connection
uates’ lifelong engagement in our robust, tight-knit alumni network.
to UNH. Your Wildcat network is a special community dedicated to
your success at every stage of life.
EXTERNAL STAKEHOLDERS
UNH is New Hampshire’s university — dedicated to serving citizens,

communities and businesses well beyond the borders of our
campus.

Messaging System
AUDIENCES AND KEY MESSAGES
STUDENTS
Discover your passions: From high-spirited athletic competitions

to outstanding academic, research and career opportunities with
our renowned faculty, staff and alumni mentors, our students are
engaged and enthusiastic about what UNH offers.
Just right: UNH is small enough to develop long-lasting friendships,

yet big enough to discover something new and different every day.
UNH is just the right size.
Make a difference: Taking advantage of the opportunities offered by

a research-intense university, students work closely with faculty and
staff to tackle projects that make a difference locally and globally.

Messaging System
ALUMNI
Believe: Alumni and friends believe in UNH. Our CELEBRATE 150

fundraising campaign was record-breaking and positioned us well
for the future.
A smart investment: Wildcats are worth believing in. Students are

prepared for success with rigorous and deep academic programs,
broad global perspective and a commitment to making the world
better.
In good company: Distinguished alumni include Pulitzer Prize

winners, astronauts, governors, CEOs, professional and Olympic
athletes, scientists, educators, policy makers and Oscar winners.

Messaging System
COMMUNITY
Economic engine: By creating a highly skilled workforce and fostering

innovative research and business partnerships, UNH contributes
more than $1.5 billion to New Hampshire’s economy each year.
Quality of life: From our STEM Discovery Lab for K-12 students to our
Cooperative Extension experts and volunteers who assist farmers
and foresters and protect water quality in more than 100 New
Hampshire lakes, the positive impact of UNH’s work extends across
— and well beyond — the Granite State.
Here for New Hampshire: Whether it’s hosting candidates in the first-
in-the-nation presidential primary, creating community outreach
programs in Durham, Concord and Manchester or building grass-
roots support through UNH Works, the university embraces its role
serving all New Hampshire citizens.

Messaging System
KEY INFLUENCERS
Exceptional value: UNH offers students a high-quality education that

leads to exceptional outcomes in a welcoming, safe environment.
Great outcomes: A 2018 survey of UNH graduates indicates a 95

percent success rate, with 74.5 percent of our students employed
and an additional 20.5 percent pursuing further education within six
months of graduation.
Research powerhouse: In 2018, UNH became one of only 130 doctor-

al-granting universities in the United States — and one of only 43
without a medical school — to earn the “very high research activity,”
or R1, designation from the Carnegie Classification.

Editorial Style

Editorial Style
GUIDE
From the way we treat class years to a range of capitalization and

punctuation conventions, presenting a consistent editorial style
in our communications is yet another important way in which we
reinforce the UNH brand. To that end, Communications and Public
Affairs maintains a brief editorial primer that addresses some of the
most common questions that come up regarding grammar, writing
style and various UNH-specific conventions. The guide is available
on the CPA website at unh.edu/cpa. It follows the Associated Press
Stylebook and Libel Manual and is regularly updated as various
issues of usage and style evolve.

Brand Channels

Brand Channels
PRINT
CPA is responsible for the creation of the university’s primary

marketing and communication pieces, including UNH Magazine,
SPARK, IMPACT, and all student recruitment collaterals. Print pieces
can also be created by approved external vendors. Templates for
university-supported groups’ purposes are available for use at unh.
edu/cpa. Templates include signage, advertisements, PowerPoint
presentations, banner ads, etc.
For more on proper print standards, visit unh.edu/cpa.

Brand Channels
BROADCAST
Videos produced to market the university must meet a professional

standard. Official university-branded videos are be produced by the
CPA staff. Videos for secondary groups on campus can be created
by approved external vendors. All videos must use consistent treat-
ments for logos, subtitles, etc.
For more on proper broadcast standards, visit unh.edu/cpa.

Brand Channels
DIGITAL
CPA owns and maintains the content and visuals of the top-level
unh.edu pages. All university-supported groups should have
websites in the University of New Hampshire domain, unh.edu. All
university-supported groups should be part of Drupal, the univer-
sity-supported content management framework. All unit and
department sites should follow template and style guidelines avail-
able within the content management framework.

Brand Channels
SOCIAL MEDIA
/UNIVERSITYOFNEWHAMPSHIRE
CPA maintains the official accounts of the University of New

Hampshire across all major social media platforms, including:
Facebook, Instagram, Twitter, LinkedIn and YouTube. Official
accounts include UNH, UNH alumni, UNH students and UNHWildcats.
Units and departments are permitted to create their own social
media presences and are responsible for the content they include.
For more on social media standards, visit unh.edu/social-media. @UOFNH
@UOFNH

Visual Standards

Visual Standards
LOGO USAGE - PRIMARY LOGOS

LOGO CLEARSPACE
The university’s logo is the centerpiece of our visual identity. It

should be used with virtually every university collateral, whether it’s
a print piece, an internal PowerPoint presentation or a TV ad.
The logo consists of a blue and white shield with the letters “NH” X=height
of “NH”
placed within it and the official school wordmark, which is the name
®
“University of New Hampshire.” ½X
Because it is a trademarked emblem, the shield must be accom-

panied by the registered trademark symbol, which is placed at
the lower right corner, aligned with the right leg of the “H” in NH.
The only exceptions are on banner ads and other digital applica-
tions and on placements where the trademark symbol cannot be X=height
of “NH”
rendered legibly, such as embroidered merchandise, business cards

®
and stationery.

Visual Standards
LOGO USAGE - PRIMARY LOGOS

LOGO ON DARK BACKGROUND WITH CLEARSPACE
An alternate version of the logo that has a white outline around the
shield should be used on colored backgrounds that do not allow for
sufficient contrast with the blue of the shield.
The logo with the shield should be used with all official university X=height
of “NH”
communications, branding and promotional efforts.
®
½X
Customized or special-purpose logos conflict with the university’s

“one UNH, one brand” strategy and are not permitted.
For more on application and usage of the logo visit unh.edu/cpa.
X=height
of “NH”

Visual Standards
LOGO USAGE - INCORRECT USAGE
The approved logo lockups should never be altered. Examples of

misuse include, but are not limited to, the following:
UNACCEPTABLE ALTERATIONS
never change the wordmark never change colors never use a pat tern
never use a gr adient or filtered tre atment never change the size or orientation never add gr aphic al elements

Visual Standards
LOGO USAGE - SECONDARY LOGOS

COLLEGE LOGO
Secondary logos are available for all units, colleges, schools, depart-
ments and programs. The same visual guidelines and registered
trademark rules as the primary logos apply to the secondary logos.
The secondary logos are also available in multiple orientations ®
and outline versions depending on usage. Abbreviated secondary
logos are also available for units, colleges, schools, departments
and programs, and are approved for internal use within the UNH
community only.
®
To request a logo, visit unh.edu/cpa.
COLLEGE LOGO CLEAR SPACE
X=height
of “NH”
½X

Visual Standards
UNIVERSITY SEAL
THE UNIVERSITY SEAL
The university seal, also referred to as the presidential seal, is NOT

interchangeable with the university logo. It is for use on diplomas
and other specified official university documents only. Individuals
outside of the president’s office who wish to use the seal must first
obtain permission from Communications and Public Affairs.
As with the university logo and wordmark, the university seal may
not be altered in any way.

Visual Standards
PROMOTIONAL ITEMS
PROMOTIONAL ITEM
To protect UNH’s trademarks and promote a consistent visual

identity, branded “giveaways” (pens, apparel, thumb drives, etc.) for
special events should bear the official UNH logo.
All elements of the type lockup font and format should not be
changed. The color should stay either as UNH blue or white,
depending on the application.
Any promotional items developed for commercial use must be

reviewed and approved by UNHInnovation, the department that
oversees the university’s intellectual property.
UNHInnovation also maintains the university’s approved licensed

vendors list. All members of the UNH community must use one
of these licensed vendors to produce merchandise intended for
commercial use.
For more on promotional items, visit innovation.unh.edu/

unh-trademark-licensing.

Visual Standards
PRIMARY COLORS
COLOR PALETTE
Our color palette is the foundation for creating visual consistency

across materials.
UNH’s primary colors are Pantone 661C blue and white.
The university’s accent palette includes navy blue, powder blue,

dark orange, light orange and a range of grays. These accent colors
should be used sparingly and should be complementary to the Pantone 661 C White
R0 G53 B148
primary colors. Fonts should always be navy blue, a shade of gray or C100 M75 Y0 K6
HEX #003591
white (on dark backgrounds).
ACCENT COLORS
Pantone 7546 Pantone 7578 Pantone 7527 Pantone 429

R37 G55 B70 R247 G122 B05 R214 G210 B196 R162 G170 B173
C73 M45 Y24 K66 C8 M71 Y97 K0 C3 M4 Y14 K8 C21 M11 Y9 K23
HEX #263645 HEX #F77A05 HEX #D7D1C4 HEX #A3A9AC

Aa
Visual Standards
SOURCE SANS PRO
ExtraLight
TYPOGRAPHY Light
Regular
Source Sans Pro, Minion Pro and Glypha are the primary font type- Semibold
Bold
faces for print and digital applications. Each font is available in
Black
multiple weights for flexibility. Source Sans Pro should be used as
the primary font on all communications for web and for a variety of
print applications. Minion Pro is a complementary typeface suitable
ABCDEFGHIJKLMNOPQRSTUVWXYZ
for long-form copy, including print feature stories, annual publica- abcdefghijklmnopqrstuvwxyz
tions (IMPACT, SPARK) and some formal invitations. Glypha should 0123456789&@#$%[]!?*
be used sparingly for headlines and important callouts only.
Aa
To request fonts for download, visit unh.edu/cpa.
GLYPHA LT STD
Thin
Light
Roman
Bold
Black
abcdefghijklmnopqrstuvwxyz
0123456789&@#$%[]!?*

Visual Standards
PHOTOGRAPHY STYLE
Photos are used in a wide range of university communications. In

proverbial worth-a-thousand-words fashion, they should repre-
sent the very best of the university and its constituents. Locations
should be attractive, portrayed individuals should appear upbeat
and engaged and photos should be technically excellent: well-com-
posed and well-lit.
The foundational element of university photography is striking,

documentary-style photography, employed in a range of ways:
sweeping landscapes, spontaneous scenes, warm portraits,
thoughtful details.
Photos should be journalistic, not posed. Images should communi-

cate energy and collaboration: hands-on activities, group work, etc.

Visual Standards
PHOTOGRAPHY STYLE
Settings should be chosen to reflect the best of our campuses.

Avoid dim or cluttered spaces, outdated equipment. For laboratory
photos, individuals must be portrayed as adhering to the highest
safety requirements: gloves, glasses and no exposed skin.
Images should capture UNH’s diversity accurately and organically.

It is undesirable to “cast” photos to portray diversity in a way that
does not represent the reality of our campuses.
Approved images are available at resourcespace.unh.edu.

Athletics Branding

Athletics Branding
UNH Athletics has a visual identity system that is separate and

distinct from the UNH institutional system. The athletics system
includes multiple word marks, spirit marks — logos — and verbiage
that must be used for athletics purposes only. These elements are
not interchangeable with university logos and should never be used
for academic or administrative communications.
IDENTIFICATION
New Hampshire
UNH
UNH Wildcats
Sport-specific identification may also be used by specific teams.
TAG LINES
I believe in UNH
Bleed Blue
Granite Strong
University departments, including sports/recreation clubs and orga-

nizations should contact UNH Athletics before using or altering any
athletics branding for their own promotion, gear or merchandise.
Please contact Kim Orso at kim.orso@unh.edu or Beth Sheckler
at beth.sheckler@unh.edu.

Athletics Branding ATHLETICS LOGOS
LOGOS AND WORDMARKS
The primary logo is the wildcat head facing to the right. This is
predominantly used for all digital media and marketing efforts,
including collateral and other promotional products and materials,
television, social media and the athletics website. It is also used for
team gear, uniforms and merchandise. Supporting logos include
a full-body wildcat and a wildcat paw print. Athletic wordmarks
include “UNH Wildcats” and “UNH” in Crillee Bold Italic font. All ATHLETICS COLORS
supporting logos may be used on team uniforms, merchandise and
throughout UNH Athletics internal and external communications.
COLORS
Pantone 282 Pantone Cool Gray 4

Pantone 282 (blue), Pantone cool gray 4, and white
R4 G30 B66 R187 G188 B188
C100 M90 Y13 K68 C12 M8 Y9 K23
HEX #041E42 HEX #BBBCBC
FONT
ATHLETICS FONT
Crillee Bold Italic
abcdefghijklmnopqrstuvwxyz
0123456789&$%[]!?*


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Brand & Visual

COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA BRAND & VISUAL GUIDELINES | 01

02 | BRAND & VISUAL GUIDELINES COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA

BRAND OVERVIEW……………………………………… 03 BRAND CHANNELS……………………………………… 31

Why Brand Matters………………………………… 13 Digital………………………………………………… 34

Elevator Speech…………………………………… 21 The University Seal………………………………… 42

EDITORIAL STYLE……………………………………… 27 Typography………………………………………… 45

COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA BRAND & VISUAL GUIDELINES | 01

COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA BRAND & VISUAL GUIDELINES | 03

COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA BRAND & VISUAL GUIDELINES | 05

COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA BRAND & VISUAL GUIDELINES | 07

COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA BRAND & VISUAL GUIDELINES | 09

10 | BRAND & VISUAL GUIDELINES COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA

Primary: Pantone 661C (blue) and white

Secondary: Pantone 7546 (dark blue/gray), Pantone 429 (light gray),

300 dpi minimum, high resolution, saved as tiff, jpg or eps

Our primary font for all applications is Source Sans Pro.

Glypha is used for the university wordmark and selected CPA

COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA BRAND & VISUAL GUIDELINES | 11

Specific guidelines for the university logo, colors, typefaces, photo

COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA BRAND & VISUAL GUIDELINES | 13

COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA BRAND & VISUAL GUIDELINES | 15

THE ESSENCE OF UNH

Our positioning statement distills the essence of the UNH brand:

16 | BRAND & VISUAL GUIDELINES COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA

We live in a state that is rugged, resourceful, resilient. We’re built for

COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA BRAND & VISUAL GUIDELINES | 17

COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA BRAND & VISUAL GUIDELINES | 19

While the tone may vary somewhat from audience to audience —

Smart and clever, but not silly or sarcastic

Relatable: avoid unnecessary complexity or academic jargon

Optimistic and energetic: focused on problem solving, meeting

Tone words: engaging, surprising, genuine, determined

20 | BRAND & VISUAL GUIDELINES COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA

ELEVATOR SPEECH TOPLINE THEMES

The University of New Hampshire is the state’s flagship research STUDENTS

UNH is New Hampshire’s university — dedicated to serving citizens,

COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA BRAND & VISUAL GUIDELINES | 21

AUDIENCES AND KEY MESSAGES

Discover your passions: From high-spirited athletic competitions

Just right: UNH is small enough to develop long-lasting friendships,

Make a difference: Taking advantage of the opportunities offered by

22 | BRAND & VISUAL GUIDELINES COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA

AUDIENCES AND KEY MESSAGES

Believe: Alumni and friends believe in UNH. Our CELEBRATE 150

A smart investment: Wildcats are worth believing in. Students are

In good company: Distinguished alumni include Pulitzer Prize

COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA BRAND & VISUAL GUIDELINES | 23

AUDIENCES AND KEY MESSAGES

Economic engine: By creating a highly skilled workforce and fostering

24 | BRAND & VISUAL GUIDELINES COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA

AUDIENCES AND KEY MESSAGES

Exceptional value: UNH offers students a high-quality education that

Great outcomes: A 2018 survey of UNH graduates indicates a 95

Research powerhouse: In 2018, UNH became one of only 130 doctor-

COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA BRAND & VISUAL GUIDELINES | 25

COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA BRAND & VISUAL GUIDELINES | 27

From the way we treat class years to a range of capitalization and

28 | BRAND & VISUAL GUIDELINES COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA

COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA BRAND & VISUAL GUIDELINES | 31

CPA is responsible for the creation of the university’s primary

For more on proper print standards, visit unh.edu/cpa.

32 | BRAND & VISUAL GUIDELINES COMMUNICATIONS & PUBLIC AFFAIRS | UNH.EDU/CPA