1

VISUAL IDENTITY SYSTEM MANUAL

DECEMBER 2015 Version 7

This document is subject to periodic revision.
Dear Colleagues,

The Visual Identity System Manual was created to help bring consistency to the
way we all communicate about Birmingham-Southern College (BSC).

We share a responsibility to present the BSC brand correctly in any form

of communication, whether it occurs in print, online or in PowerPoint
presentations. This manual provides you with the necessary tools to
accomplish our collective goal.

In the pages that follow, you will find a wealth of resources: the elements of
our brand and the standards and guidelines for supporting them. By utilizing
the manual as a framework for creating collateral, we can properly reflect the
university brand in all our communications.

The success of the BSC brand depends on all of us communicating with

consistency, clarity and effectiveness. The elements in these guidelines apply to
all departments, offices, special programs and centers of the college.

Thank you in advance for your cooperation.

Forward, ever.

Dr. Edward F. Leonard III

President, Birmingham-Southern College

BSC Visual Identity System

tABLE OF CONTENTS
Introduction 2 Stationery system 22
Letterhead 23
Logos 3 Envelopes 24
BSC Wordmark 4 Business Cards 25
Configurations 5
Secondary Signatures 6 Publications/design samples 26
Unique Logo Exceptions 7 Collateral Materials 27
Formats 8 Fax Sheets 28
Incorrect Usages 9 Brochures 29
Placement 10 Named Centers’ & Programs’ Materials 30
Incorrect Placements 11 Notecards 32
Athletics Marks 12 Invitations 33
The College Seal 13 Programs 34
Banners 35
Typefaces 14 Display Ads 36
Primary Display Font 15 Postcards 37
Primary Body Text Font 16 PowerPoint Slides 38
Formal Body Text Font 17 Miscellaneous Items 40
Web/Online Fonts & Substitute Fonts 18 E-Mail Signatures & Voice Messaging 41

ColorS 20 CONTACTs 42
Primary and Secondary 21 The Office of Communications 43
and Related Services

BSC
Birmingham-Southern College
2

BSC Visual Identity System

INTRODUCTION
Birmingham-Southern College (BSC) has a rich history of preparing
young men and women for bright and productive futures. We provide
a liberal arts education of distinctive quality—one that challenges
our students to think independently, to examine the arts and sciences
aesthetically and critically, and to communicate clearly.

The BSC Visual Identity System is a system of communication that ties all
our departments, offices, special programs and centers together. This is
achieved through the identification of graphic elements and standardized
guideline variations of these elements for consistent use across
multiple mediums.

It is crucial that we use these elements wisely and responsibly, for they are
our identity.

Our Visual Identity System is a focused branding strategy, where the BSC
wordmark is the primary identifier for all departments, offices, programs
and centers. The identity guidelines are structured to assist in targeting
our respective audiences and providing appropriate tools to deliver your
messages strongly and effectively. Adhering to these guidelines reinforces
the reputation of the whole college and all its parts.
 3

LOGOS
The wordmark is the face and signature of the brand. It connects the brand
to all forms of communication. The more consistent a wordmark looks and
is used, the more likely it will be remembered and make an impact. Each

explore
communication needs to be able to stand alone as a proper representation
of the brand, but also gain strength as a cohesive, integrated collection of
materials. These guidelines provide direction for how the BSC Wordmark

excel
should be used to help unify materials and continue to build the brand.
ex
perience

BSC
Birmingham
-Southern C
ollege

BSC
Birmingham
-Southern Co
llege

expelxoperrieence
excel
BSC
Birmingham-Southern College
4
Logos

BSC Wordmark At left is the wordmark for use in all branding

materials or communications from or about the
college. Examples include letterhead, business
cards, print ads, college collateral, admission
documents, direct mail, television commercials,
videos, Web sites and more. Guidelines for how
to use this version have been established to

BSC
maintain branding consistency and are detailed
in the following pages.

Departments, offices, special programs and

centers within the college should not create
Birmingham-Southern College any new logos (see pages 6 and 7). If you have
a question about your secondary signature
logo (page 6), please contact the Office of
Communications at x4902 or [email protected].

Please contact the Office of Communications

BSC
at x4902 or [email protected] to get approved
versions of the wordmark.

Note: The BSC logo, and not the seal, should

be used as the identifying mark on all official
Birmingham-Southern College
college Facebook pages and other social media.
For policies and guidelines for establishing
Facebook pages for official college, office,
or center use, please contact the Office of
Communications at x4903 or [email protected].
 5
Logos

Configurations The wordmark is available in several

configurations to accomodate a wide
range of applications.

BSC
Birmingham-Southern College
BSC Birmingham-Southern College
Each configuration should be treated as
one unit. The proportion and spacing of
the elements should not be altered in any
way (see page 9).

BSC BSC
Birmingham-Southern College
Color, typography and reproduction
specifications of the wordmark, as well
as details about the communications
materials on which it will appear, are
provided on the following pages.

BSC
Birmingham-Southern College
BSC Birmingham-Southern College
The letters, ‘BSC,’ in the typeface
shown, may be used alone in internal
applications. The nameplate, in the
typeface shown (Giovanni, see page 16),
may also be used alone.

BSC BSC
Birmingham-Southern College
For configurations/color uses outside
of the guidelines presented in this
manual, please contact the Office of
Communications at x4902 or
[email protected].
Birmingham-Southern College

Birmingham-Southern College
BSC
Birmingham-Southern College
6

Logos

SeCondary signatures
These versions of the wordmark signature have
been developed for use by departments, offices,

BSC
special programs and centers. By adding the
unit name, the unit name receives prominence
Birmingham-Southern College while retaining an overall BSC identity.

HERB & ELLIE SKLENAR CENTER

Secondary signatures are not to be used on major
FOR INTERNATIONAL PROGRAMS publication covers, stationery or business cards.

Secondary signatures shall be used with only

BSC
the left-justified configuration of the wordmark,
as shown, left.
Birmingham-Southern College

OFFICE OF ADMISSION The Office of Communications will be

responsible for generating original department,
office, special program and college center

BSC Birmingham-Southern College

DEPARTMENT OF EDUCATION
signatures. Your department/office/program/
center signature is available from the Office
of Communications. Please contact the Office
of Communications x4902 or e-mail
[email protected] to have one created.

BSC Birmingham-Southern College

SOUTHERN ENVIRONMENTAL CENTER

Unique department, office, special program and
college center unit seals, logos or wordmarks
may no longer be used as dominant graphic
elements on any college communication; no new
logos may be developed (see page 7 for further
information).
 7

Logos

unique logo exceptions

Visual identity is the sum of all the visual impressions associated with the Birmingham-Southern College name. With a number of incompatible logos in use,
our graphic identity needs consolidation and consistency. Every BSC department, office, program and center has developed a reputation for superior
scholarship and service. However, as our reputation has grown, so has our variety of logos, graphic identities and other marks. The goal is for campus
communicators to have more consistency in branding the college and its parts, while preserving the flexibility demanded by a decentralized college culture.

In the past, some departments, offices, programs and/or centers have requested unique logo designs that differ from BSC’s identity to convey differentiated
messaging about their respective areas. While we understand the desire for unique logos; we maintain that having a single visual element resonates with our
many audiences and provides quick, easy and consistent recognition of entities within the BSC system.

Thus, the official BSC wordmark shall always serve as the primary, dominant identifier for all printed publications, Web/electronic applications and other
needs as approved by the Office of Communications. No logo, graphic or visual elements designed outside of the parameters identified in our Visual Identity
System will be endorsed by the college.

Policy for Named Centers and Programs

For named centers and programs with either 1) external visibility for prospective students, their parents and alumni, and/or 2) integral association with a
BSC academic area, approvals may be considered for a graphic element to be used on only internal correspondence (e.g., specialty promotional items, banners
and certain collateral materials), as long as there is a clear visual separation and delineation between the BSC wordmark and the graphic element (samples
shown on pages 28-29). The graphic element cannot be grouped with the BSC wordmark in any way as to appear as a larger composite mark (see page 9).
Graphic elements may never be used on letterhead, envelopes or business cards. The BSC wordmark must always be the dominant element of any advertising
for the college, its centers and programs.

Please contact the Office of Communications at x4902 or [email protected] with questions about the college’s policy for named centers and programs.

BSC
Birmingham-Southern College
8

Logos
Clear Space Requirements
formats To be visually effective, the BSC wordmark requires an open area
around it. This area is called the ‘control area.’ It is defined as the

BSC
1/4” border (margin) of empty space around the logo, equal to a minimum
of 1/4 of an inch. The greater the clear space, the better.

1/4”
It is preferable that no other visual elements appear within the
control area. Maintain a minimum distance of 1/4 inch between the
Birmingham-Southern College wordmark and any other elements appearing with it.

Please maintain 1/4 inch of space around all other treatments of the
wordmark (left-justified, stacked, and lone elements).

BSC
1/4”

Proportion
1/4”
Birmingham-Southern College The ‘BSC’ letters and spelled-out name should always be kept in the
proportions shown to maintain the integrity of the logo (see page
9, item 5). Always use the approved wordmark files and use only
vector files of the wordmark when printing. Never try to recreate

BSC
1/4” the wordmark yourself (see page 9, item 6). If you need to scale the
wordmark, always constrain proportions so the height and width are
scaled simultaneously. To maintain the correct proportions of the
1/4”
wordmark, always hold down the shift key as you drag the corner to
increase or decrease its size.
Birmingham-Southern College
Size
The wordmark should not appear smaller than 1 3/8“ wide in any

BSC
1/4”

BSC
printed material (shown, bottom right), or 100 pixels wide on-screen.

1/4” Birmingham-Southern College

 9

Logos

incorrect usages 1. Do not obstruct the wordmark with any graphic

or image.

BSC
Birmingham-Southern College
BSC
Birmingham-Southern College
2. Do not add a drop shadow to the wordmark.

3, 4. Do not scale the wordmark disproportionately

so it is wider, taller, thinner or thicker than the
1 2 3
approved proportions.

5. Do not change the size or shape of the ‘BSC’ lettering in

relation to the spelled out type.

BSC
Birmingham-Southern College
BSC
Birmingham-Southern College
6. Do not change the font or recreate the mark in any way.

7, 8. Do not make the ‘BSC’ or the spelled-out type in the

wordmark any color other than gold, black or white
4 5 6
(for reversed-out applications).

9. Do not put the wordmark on a background that renders

BSC BSC BSC

it unreadable.

10. Do not put a box around the wordmark.

Birmingham-Southern College Birmingham-Southern College Birmingham-Southern College

11. Do not combine the wordmark with additional type

7 8 9 to make a new wordmark.

12. Do not combine the wordmark with any other logos.

BSC
Birmingham-Southern College
BSC
Birmingham-Southern College Faculty
BSC
Birmingham-Southern College

10 11 12
BSC
Birmingham-Southern College
10
Logos

placement

For all BSC communications, the BSC wordmark SPO NSO RED BY THE SGA

should be placed in either 1) the lower-right

corner at a minimum of 1/2” from the edges of
the page, or 2) the lower center at a minimum
of 1/2” from the edges of the page.

The wordmark should never be placed against

the edge of the page as a bleed because when
the page is trimmed, the wordmark is often
cropped disproportionately, violating the visual
identity standards (see page 11).

The wordmark should always appear on

the outside front cover of any piece of
’Southern
communication. Please contact the
Office of Communications at x4902 or Shuttle
201 3-14
[email protected] for permission to place
the wordmark in a location other than those
outlined above. The recommended positions
should pose no problems for general
BSC
Birmingham-Southern College

collateral creation.

Preferred Placement 1, lower-right Preferred Placement 2, lower-center

 11
Logos

incorrect placements Do not place the wordmark

anywhere other than the lower-right
corner or lower center of a page
BSC BSC BSC
Birmingham-Southern College
Birmingham-Southern College Birmingham-Southern College
with the 1/2” buffer from the edge
of the page.

Do not bleed the wordmark off the

edges of a page.

Do not use a wordmark format that

does not conform to the guidelines
(see page 9).

In a color application, the approved

gold (PMS 125) and black
wordmarks should always be used.

The Office of Communications

reserves discretion to place the
wordmark as needed for optimal
design. For placements outside
BSC
Birmingham-Southern College
of the guidelines presented,
please contact the Office of
Communications at x4902 or
[email protected].

BSC
BSC
Birmingham-Southern College
BSC
Birmingham-Southern College

Birmingham-Southern College
12

Logos

athleticS marks These are the marks for use in all branding
materials or communications from or about
the Athletics offices of the college. Examples
include letterhead, business cards, print ads,
Athletics collateral, direct mail, media guides,
banners, Web sites and more. Guidelines for
proper use of these marks have been established
to maintain consistency and are detailed for
campus communicators who need to apply them
to Athletics-related marketing materials.

If you have a question about using the Athletics

marks, contact the Office of Communications at
x4902 or [email protected].
 13

Logos

the college seal The Birmingham-Southern College seal should be used

for only the most formal of applications, such as building
plaques, grade reports/transcripts and diplomas.

1/8 of diameter In rare cases where it is appropriate to apply the seal,

other information, such as the wordmark, other logos,
photos, graphics, headlines, or text, shouldn’t be placed
within the protected area of the seal. The protected area
1/8 of diameter includes a distance equivalent to 1/8 (12.5%) of the
diameter of the seal.

Again, in rare cases where it is appropriate to apply the

seal, it may 1) overprint photos or textured backgrounds,
or 2) be reversed out of photos, textured backgrounds,
and dark backgrounds—as long as the background
doesn’t compete with the seal. Please direct all
questions regarding appropriate use of the seal to the
Communications Office at x4902 or [email protected].

BSC
Birmingham-Southern College
14

typefaceS
From magazines to banners to brochures, typefaces can help unify the
look of many different types of materials. Even with pieces that may have
different photo styles or layouts, the typeface is an obvious element that,
when used consistently, can unify all the materials. Uniform typefaces also
give personality to the design while conveying expertise in what’s being

Giovanni
said and how it’s presented.

Leitura Sans

dobra slab
 15

Typefaces

primary display font

The Dobra Slab Family

Dobra Slab Bold Dobra Slab Bold-Italic The primary display typeface for Birmingham-
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Southern College is Dobra Slab. This typeface is
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz a versatile slab serif font. It was designed as a full
1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ 1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./
system of fonts with a range of weights for almost
Dobra Slab Book Dobra Slab Book-Italic any display type need.
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Dobra Slab Bold is the preferred display/headline
1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ 1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./
typeface and should be used primarily for that
Dobra Slab Light Dobra Slab Light-Italic purpose. Headlines and other display-level text

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz (e.g., sub-heads) should be set at least 2 point sizes

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz larger than body copy (text).
1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ 1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./

Dobra Slab Medium Dobra Slab is readily available for purchase online
Dobra Slab Medium-Italic
at various sites. Please contact the Office of
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Communications at x4902 or [email protected]
1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ 1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ for details.

Dobra Slab Black Dobra Slab Black-Italic

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ 1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./

BSC
Birmingham-Southern College
16

Typefaces

primary body text font

The Leitura Sans Family

Leitura Sans Grot 1 Leitura Sans Italic 1 The primary body text typeface for Birmingham-
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Southern College is Leitura Sans. This typeface is a
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz versatile sans serif font.
1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ 1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./

Leitura Sans Grot 2 Leitura Sans Italic 2 When circumstances require a font more appropriate
for lengthy copy (e.g., in a recruiting poster or
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz brochure), the communicator should use Leitura
1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ 1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ Sans Grot 1. It should be used secondarily to Dobra
Slab and not in headlines. Body copy can be set
Leitura Sans Grot 3 Leitura Sans Italic 3
at 9 to 14 point, but 9 point type over 12 point
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz leading is standard for lengthy copy. Here are other
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ recommendations for longer copy blocks:
1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./

Leitura Sans Grot 4 Leitura Sans Italic 4 - 10 point type over 13.5 point leading
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz - 11 point type over 14.5 point leading
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz - 12 point type over 16 point leading
1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ 1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./
- 13 point type over 17.25 point leading
- 14 point type over 19 point leading

Leitura Sans, in its heavier weights, can be used for

sub-heads and smaller blocks of emphasis text.

Leitura Sans is readily available for purchase

online at various sites. Please contact the Office of
Communications at x4902 or [email protected]
for details.
 17

Typefaces

FORMAL body text font

The ITC Giovanni Family

Giovanni Book Giovanni Book Italic The formal body text typeface for Birmingham-
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Southern College is Giovanni. This typeface is
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz a versatile serif font from International Type
1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ 1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./
Corporation and was inspired by classical typefaces

Giovanni Bold Giovanni Bold Italic for an elegant, functional design.

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz When circumstances require a font more appropriate
1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ 1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ for lengthy copy (e.g., in an annual report or
magazine) and more formal communications (e.g.,
Giovanni Book Small Caps Giovanni Bold Small Caps
an invitation or letter), the communicator should
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz use Giovanni Book. It should be used secondarily
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
to Dobra Slab and not in headlines. Body copy can
1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ 1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./
be set at 9 to 14 point, but 9 point over 12 point
Giovanni Black Giovanni Black Italic leading is standard for lengthy copy. Here are other
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz recommendations for longer copy blocks:
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ 1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./
- 10 point type over 13.5 point leading
- 11 point type over 14.5 point leading
- 12 point type over 16 point leading
- 13 point type over 17.25 point leading
- 14 point type over 19 point leading

Giovanni is readily available for purchase online

at various sites. Please contact the Office of
Communications at x4902 or [email protected]
for details.
18

Typefaces

WEB/ONLINE fontS Substitute Fonts

Noticia Regular Noticia Italic The best substitute for Dobra Slab on websites and
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz e-mails is Noticia. This typeface is a versatile slab
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz serif font and can be downloaded for free at:
1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ 1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./
http://fontm.com/noticia-text-font/
Noticia Bold Noticia Bold Italic
abcdefghijklmnopqrstuvwxyz The best substitute for Leitura Sans on websites and
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz e-mails is Gudea. This typeface is a versatile sans serif
1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ 1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ font and can be downloaded for free at:
http://www.fonts2u.com/gudea.font

Gudea Regular Gudea Italic

The best substitute for Giovanni on websites and
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz e-mails is Georgia. This typeface is universally
1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ 1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ available and is native to all workstations (Windows
and Apple).
Gudea Bold Gudea Bold Italic

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Please contact the Office of Communications at

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
x4902 or [email protected] for details.
1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ 1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./

Georgia Georgia Italic

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ 1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./

Georgia Bold Georgia Bold Italic

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890- 1234567890-
=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ =`~!@#$%^&*()_+{}|[]\:”;’<>?,./
 19

Typefaces

WEB/ONLINE fontS Universal Sans Serif

Arial Arial Italic Leitura should be used as the primary sans serif
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz typeface for all collateral materials; but if 1)
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
for some reason it can’t be purchased, or 2) a
1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ 1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./
universally web-safe font is needed for an e-mail;
Arial Bold Arial Bold Italic
the best substitute typeface is Arial. Similar to
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Leitura, Arial offers a contemporary feel with
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ 1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ versatililty. Like the Georgia font, it is universally
available and is native to all workstations
Arial Narrow Arial Narrow Italic
(Windows and Apple)
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ 1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./

Arial Narrow Bold Arial Narrow Bold Italic

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./ 1234567890-=`~!@#$%^&*()_+{}|[]\:”;’<>?,./

BSC
Birmingham-Southern College
20

colors
Colleges understand the importance of color in creating pride and unity.
The power of Birmingham-Southern’s gold and black is obvious at every
ceremonial and sporting event. Color can be just as powerful in other forms
of communication as well. When used consistently, colors help make a
brand more cohesive and recognizable. Colors can become as identifiable
as the logo or the name, but only if they are used consistently and correctly.
 21

Colors

primary & Secondary palettes

Primary Color Palette
Black, gold and white comprise the primary color palette.
primary They should be the dominant colors used when designing
all print materials. PMS and CMYK codes are provided to
allow for exact matching.

Secondary Color Palette

Black PMS 125 White The secondary color palette includes a range of tones that
CMYK - 0,0,0,100 CMYK - 0,26,100,26 CMYK - 0,0,0,0
complement the primary colors without overpowering
them. The secondary palette includes a range of colors

secondary that can add a deep, rich quality to the materials. These
colors function as accent colors and should never
overtake the design.

PMS 289 PMS 350 PMS Warm Gray 3 PMS Cool Gray 11
CMYK - 100,64,0,60 CMYK - 79,0,100,75 CMYK - 0,4,8,17 CMYK - 0,2,0,68

PMS 188 PMS 4625 PMS Warm Gray 11

CMYK - 0,97,100,50 CMYK - 0,60,100,79 CMYK - 0,17,34,62

BSC
Birmingham-Southern College
22

Mark Goodman
Network Adminis

Stationery System
trator

Information Tech
nology
900 Arkadelph
ia road
Box 549024
Birmingham, Al
abama 35254
PHO NE
(205) 226-7864
A cohesive stationery system includes letterhead, FAX
(205) 226-7015
CEL L
(205) 12
263-4
9-256
5717
envelopes and business cards. In many cases, these EM AIL
mgjun
oocap
dmhe
WE B SIT E
[email protected]
www.bsc.edu
materials are the first impression made with consituent
audiences, so they must present a unified look. They are
a key component to the brand and offer an easy way to
maintain consistency across the college community.

MISSIoN
oFFICE oF AD
hia road
900 Arkadelp
Box 549008 4
Alabama 3525
Birmingham,
 23

Stationery System
minimum 3” top
margin
letterhead
oFFICE oF ADMISSIoN 900 Arkadelphia road
Box 549008
Birmingham, Alabama 35254
The letterhead design is standardized to promote
205-226-4600
Firstname Lastname 205-226-3074 Fax consistency; yet it also offers a way for departments,
1” Title 1 800 523-5793 national
left margin Institution www.bsc.edu offices, programs and/or centers to include their
Address
City, State ZIP specific contact information within the design.

January 1, 2012
1” The left margin should measure 1” and align with the
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus nec libero arcu, id mattis tortor. Sed
right margin
iaculis hendrerit enim nec feugiat. Vivamus rutrum ultricies risus semper ultricies. Donec consectetur
‘C’ in ‘BSC.’ The right margin should likewise measure
lorem sit amet lectus aliquet pellentesque. Pellentesque sed nisi id lectus venenatis pellentesque. Nunc
interdum pulvinar feugiat. Aliquam a scelerisque tortor. In adipiscing laoreet enim non sollicitudin. 1”. The top margin will vary according to the amount
Phasellus porta tincidunt
ipsum rhoncus euismod. Nam sodales risus quis enim sollicitudin dignissim. Mauris semper porta eros of text printed in the address section of the letterhead
quis feugiat. Suspendisse euismod nisi sem. Pellentesque iaculis ultrices laoreet. Cras venenatis congue
eros sit amet pharetra. Etiam at lectus vitae dui suscipit fringilla. Nam tempor sapien vel nunc condimen- (as many as five lines of text, as shown). However,
tum placerat. Nulla malesuada felis ac urna fermentum laoreet.
Nunc in eleifend ipsum. Aliquam erat volutpat. Praesent pulvinar elit at risus cursus viverra. Phasellus we recommend that the body of the letter begin at no
ornare dictum lorem, nec vehicula lacus vestibulum id. Etiam eu turpis et massa consequat commodo.
Vivamus sit amet metus a nulla interdum scelerisque. Fusce ut quam id lorem bibendum fermentum et nec less than 3” from the top of the page. The last line
mauris. Sed orci metus, accumsan quis scelerisque vel, vulputate eu ante. Aliquam erat volutpat. Sed
condimentum nulla eget libero posuere ac viverra neque sodales. Sed fringilla, est et facilisis fermentum, of the letter should measure a minimum of 1” from
lacus felis porta ligula, quis convallis massa purus nec est. Pellentesque adipiscing, urna at varius rutrum,
libero lacus pulvinar nunc, sit amet egestas nisl sapien vestibulum lacus. Vestibulum ut odio eros. Integer the bottom of the page. NOTE: sample is shown at a
sit amet nisi a magna suscipit vulputate. Nunc sem sapien, egestas ac facilisis at, commodo et felis. In hac
habitasse platea dictumst.
reduced size/scale.
Praesent id ipsum non enim tincidunt accumsan quis sed tortor. In hac habitasse platea dictumst. Nulla
at pellentesque purus. Etiam arcu est, porttitor quis pellentesque eget, ultrices quis magna. Nulla pretium
vulputate dolor vitae dictum. Morbi in ipsum a urna rutrum mollis ullamcorper at erat. Ut mollis molestie All letterhead orders must be printed by the campus
hendrerit. Nullam turpis diam, interdum quis bibendum hendrerit, fermentum ut nibh. Cras eu eros dolor,
dictum consectetur leo. Mauris faucibus, tellus at egestas malesuada, felis nisi condimentum turpis, quis Print Shop.
molestie mauris lacus ac massa. Nulla facilisi. Curabitur non dui id dolor sollicitudin suscipit.
Pellentesque auctor lacinia sem quis mattis. Maecenas tempor eros sed risus dictum at aliquam felis varius.
Maecenas sed ligula eget est porta pellentesque.
Vivamus id turpis velit. Donec eleifend ultricies mattis. Etiam eu tellus at velit facilisis mollis. If you have questions about the official BSC letterhead,
Maecenas sollicitudin venenatis massa et gravida. Nunc lobortis, ante at condimentum aliquam, nibh
magna vulputate nisi, blandit facilisis nibh purus id nunc. Vivamus metus mauris, consequat lobortis or if you have special letterhead needs, please contact
sollicitudin et, accumsan eget augue. Quisque eu placerat enim.
the Office of Communications at x4902
Sincerely,
or [email protected].

Firstname Lastname
Title

BSC
Institution

minimum 1” bottom
margin
Birmingham-Southern College
 24

Stationery System

Envelopes In compliance with postal regulations/scanning equipment tolerances, the return address and graphic for an
envelope cannot exceed more than 1/3 of the upper portion of the envelope’s height (USPS regulations).

The return address should begin at a minimum of 1/4” from the top and left margins of the envelope.
NOTE: #10 envelope sample is shown to scale.

All envelope orders must be printed by the campus Print Shop.

If you have questions about the official BSC envelope, or if you have special envelope needs, please contact
the Office of Communications at x4902 or [email protected].

1/4” from top margin

1/4” from
left margin bsc
b i r m i n g h a m - s o u t h e r n
c o l l e g e
oFFICE oF ADMISSIoN
900 Arkadelphia road
return address Box 549008
Birmingham, Alabama 35254
confined to
upper 1/3 of
envelope’s
height
 25

Stationery System

business cards Two design variations are available for BSC’s institutional
business cards. Version A places the cardholder’s name and
Version A title to the left of the card layout. Version B indents the name
and title.
Sue Fairchild
Title office of Admission
900 Arkadelphia road Version A can include up to eleven lines of holder-specific
Box 549008
Birmingham, Alabama 35254 information. Version B can include up to nine lines of
PHONE 205-226-4908 holder-specific information.
MOBILE 205-123-4567
FAX 205-226-3074
NATIONAL 800-523-5793
EMAIL [email protected] The back of the card should be left blank. All institutional
WEB SITE www.bsc.edu
business cards must conform to this format and may not
carry unit-specific logos. All business cards must be printed
by the campus Print Shop.
Version B
If you have questions about the official BSC business cards,
Mark Goodman or if you have special business card needs, please contact the
Title Office of Communications at x4902 or [email protected].
office of Communications
900 Arkadelphia road
Box 549004
Birmingham, Alabama 35254
PHONE 205-226-4901
FAX 205-226-4931
NATIONAL 800-523-5793
EMAIL [email protected]
WEB SITE www.bsc.edu

BSC
Birmingham-Southern College
26

publicationS/
design samples

expelxpoerire
Everything from PowerPoint slides to banners to fax sheets should
be designed with a consistent look. This steadfast attention to detail

excel
across every communication will connect BSC’s materials in a way that
further reinforces and builds our brand. Because these elements are often
en ce
produced through many different departments/offices, it’s even more
important to establish a consistent look that can be easily followed,
duplicated and produced.
At BSC, we prepare the
professionals of tomorr
by giving our students ow
every opportunity
to apply what they learn
to the real world.
Whether it’s an internshi
p, study abroad,
research partnership, or
service, you’ll
find your passion and learn
from the very best.
That’s the pathway to suc
cess.

are you ready?

BSC
Birmingham-Southern
College
 27
Publications/Design Samples

collateral materials Collateral materials include such items as flyers, invitation packages,
advertisements, posters, banners, etc. Print advertising and other
collateral materials may vary greatly in design, but accurate application
of the identity standards will ensure a consistent representation of
the BSC brand. The BSC wordmark must be used in all materials
and appear prominently in the layout. Occasionally, there will be
opportunities to display the BSC wordmark that are not outlined
in this manual. In such instances, please contact the Office of
Communications at x4902 or [email protected]. We will provide
guidance and design assistance for your project.

The BSC wordmark should be used only in the colors and typefaces
outlined on previous pages. Please do not use the BSC wordmark in
conjunction with other exceptioned logos without permission from the
Office of Communications.

Quick Reference
Wordmark Configurations 5 Placement 10
Secondary Signatures 6 Fonts 14-17
Unique Logo Exceptions 7 Colors 18-19
Formats 8

Again, for placements/colors/uses that fall outside of the guidelines

presented in this manual, contact the Office of Communications at
x4902 or [email protected].

BSC
Birmingham-Southern College
28

Publications/Design Samples

fax sheets BSC Birmingham-Southern College Fax

The institutional fax cover sheet, shown

right, can be downloaded at www.bsc.edu/
communications/downloads.

To: Time:
Please contact the Office of Communications From: Date:
at x4902 or [email protected] with Telephone: Number of Pages Including Cover:
questions/concerns. Fax: CC:

Re:

q Urgent q For Review q Confirm Receipt q Please Reply q Please Recycle

Comments

Please notify us at the telephone number above if you did not receive all pages or if writing is illegible.

Preparing the Professionals of Tomorrow

900 Arkadelphia Road | Birmingham, Alabama 35254 | 1 800 523-5793 | www.bsc.edu
 29
Distinction in
Hess Fellow
Publications/Design Samples Leadership Studies
The Distinction in Leadership Studies
program provides the
Advocacy Internships
Leadership Matters
Lecture Series
opportunity for students to study and The Hess Fellows Advocacy Program
practice leadership. provides an intensive
The program includes four elements internship opportunity that connects

brochures
: an introductory students with non-profit The Leadership Matters Lecture Series
theory course, two leadership-design advocacy organizations. Students engages the campus
ated courses across complete an eight-week community in dialogue and discussio
the curriculum, a cooperative project summer internship. They participat n of leadership by
in a junior-year e as full-members of the inviting practicing leaders from a variety
practicum, and a senior seminar, which agencies, helping build organizational of fields to reflect
provides a capacity by conducting on their experiences with leadershi
summative leadership analysis and research, facilitating coalitions among p.
application experience. constituencies,
leading community outreach programs
, organizing lobbying
efforts, coordinating grassroots campaign
s, and other means.
Applications are due in February each
year.  

Fellows are able to:

Example of marketing brochure. • Critically reflect on the meaning,
purposes, and parameters
of advocacy
• Draw connections between public
policies and individual
experiences
• Collaborate effectively with co-worke
rs and fellow program
participants
• Clarify career aspirations
If you need to order a brochure, please contact the Office of Communications
Andy Card shares his insights on leadershi
p. Students
have the opportunity to interact with
speakers in small
at x4902 or [email protected]. group sessions both in and out of the
classroom.

The Hess Center coordinates five key

programs:
LS 200, the introductory course to
the DLS program, • Academic Distinction in Leadersh
includes an off-campus retreat focused ip Studies
on team- • Hess Fellows Advocacy Internship
building activities and leadership practice. s
Student Reflections LEADERSHIP MATTERS
have been held at Railroad Park (pictured
Retreats • Leadership Matters Lecture Series

First-Year in downtown Birmingham and Ruffner

Nature Preserve.
above)
Mountain
• Compass Student Publication
• First-Year Leadership Challenge

Leadership Challenge “The Hess Center provides students

with opportunities for personal
growth and the formation of an Upon completion of the DLS program
The First-Year Leadership Challenge is a co-curricular , students Leadership Matters Speakers have
included:
ideological identity. Not only are will be able to:
experience offered during the month of January that helps Andy Card
students given the chance to talk, • Critically reflect on their leadershi White House Chief of Staff, 2001 -
students identify their leadership strengths and position • Identify and assess competing ethical,
p experiences
The 2011 Fellows who served in Washingt
2006
listen, and learn about leadership moral, or on, DC. Elisa Massimino
themselves for success at Birmingham-Southern College. community interests (CI in Exploratio
ns Curriculum)
The program currently partners with
such top
within the classroom, but also they • Work collaboratively to address advocacy agencies as the Alabama President and CEO, Human Rights
First
The Challenge introduces leadership concepts relevant for matters of public concern
• Apply critical and theoretical conceptio Birmingham, the Glide Foundation
Poverty Project in
are pushed to apply that learning ns of leadership to in San Francisco, A+ David Horth
campus involvement. Students meet weekly to participate new situations Education Partnership in Montgom
ery, the William J. Senior Fellow, Center for Creative Leadersh
in various communities outside the Clinton Foundation in New York City, ip
in activities and simulations with other first-year students. World in Washington, DC.
and Bread for the Sara Laschever
confines of a class.”
The Challenge is a joint effort between the Office of Student Bestselling author of Women Don’t
Ask
Development and the Hess Center for Leadership and
Charlsie Wigley (DLS ’11)
Service. Participants are nominated by faculty and staff
Teach for America
during the fall term.

“The Hess Center programs have

taught me how to find my place
in this world while guiding me to
become a part of the communities
around me.”

Hunter Pugh (DLS ‘11)

currently attending
Vanderbilt Divinity School

Hess Center
Mission: Staff
The Hess Center for Leadership and Service encourages
individuals to realize their full leadership potential so Kent Andersen
that they can contribute to the communities that matter Director of the Hess Center
to them. Guided by the assumption that anyone can (205) 226-4679

Hess Center
lead, Hess Center programming enables participants [email protected]
to understand, analyze and practice leadership. The
essential question posed by the Hess Center is: how do
we enact and cultivate effective leadership?
for Leadership
Compass and Service
Compass publishes academic papers submitted by

BSC
students, faculty, and alumni that address issues of
leadership or service. The Compass is a completely To learn more, visit
student-run publication published once per academic http://www.bsc.edu/academics/hess/index.cfm
year that welcomes submissions from all academic areas. or stop by Norton Suite 260.

Birmingham-Southern College
30

Publications/Design Samples

named centers’ and

Programs’ materials
As stated earlier on page 7, for named centers and programs with either
1) external visibility for prospective students, their parents and alumni,
and/or 2) integral association with a BSC academic area, approvals
may be considered for a graphic element to be used on only internal
correspondence (e.g., specialty promotional items, banners and certain
collateral materials), as long as there is a clear visual separation and
delineation between the BSC wordmark and the graphic element
(samples shown right). The graphic element cannot be grouped with the
BSC wordmark in any way as to appear as a larger composite mark (see
page 9). Graphic elements may never be used on letterhead, envelopes or

i
business cards. The BSC wordmark must always be the dominant element 2
of any advertising for the college, its centers and programs.

Please contact the Office of Communications at x4902

or [email protected] with questions about the college’s policy
for named centers and programs.
iNternship initiative

BSC Birmingham-Southern College

 31

Commandant and
“As former Marine ds-
k CEO, I know han
international ban
ide the classroom
on experience outs nt thin gs we
t imp orta
is one of the mos
ents before they
can provide our stud r
students—with thei
graduate. And our
ty to connect new
great intellect, abili r—are an
stro ng char acte
ideas, and
nization.”
asset to any orga
lak
Gen. Charles C. Kru
am-Southern
President, Birmingh
College Types of internships at Birmingham-Southern College:
For more than 150 years, BSC has been committed to students

i
d
anization intereste 2
Are you or your org ? learning by doing. Today, putting our students on the path Norton Board Majors/programs
ern
in hosting a BSC int BSC’s Norton Board is made up of 150+ Many academic departments require
Contact Sara Robi
cheaux to their chosen career means giving them opportunities professionals committed to serving or encourage students to complete
ness Programs
Department of Busi
900 Arkadelphia
Road to apply what they learn in the classroom to the workplace. Birmingham-Southern and its students, an internship for the major, including
Box 549023 especially through internships and Biology, Business, Economics, Education,
4
Birmingham, AL 3525
u mentoring. Norton Board interns are English, Global and Comparative
[email protected]
What makes a BSC internship different?
initiative
at www.bsc.edu
. iNternship individually matched to area experts Studies, History, Media and Film Studies,
Learn more about BSC • Our internships are three-way • They emphasize professional willing to provide career insight and Political Science, Pre-Law, Pre-Health,
partnerships between the student, development and require training in a learning partnership. Psychology, Urban Environmental

BSC
their host, and the college. performance assessment from Studies, and more.
QEP

BSC
ern College supervisors and professors plus
Birmingham-South
• They are supervised work deep reflection from the students. The college’s Quality Enhancement Centers for Engaged Learning
experiences with an intentional Plan is based on a three-part push BSC’s centers for engaged learning
ern College
Birmingham-South learning strategy—not just busy • They support the development for experiential learning in the form coordinate select internships for
work and a line on a resume. of students as ethically aware, of internships, service-learning, and students with special interests, including
learned professionals who strive collaborative research. Norton Board and the Hess Center for Leadership and
for lives of significance. other internships may fall under the QEP, Service (advocacy internships) and
as do some faculty-directed internships. the Sklenar Center for International
Programs (international internships).

Internship Timing
Internships are offered during all of
BSC’s academic terms: Fall (Sept.- “The Internship Initiative is the
Dec.), January, Spring (Feb.-May), perfect way to ‘test the water’
and Summer (June-July). Most with a future BSC graduate.
“My internship has given internships provide 140 hours of Our company had a wonderful
me skills that I do not hands-on experience and 40 hours experience and we will be
believe can be taught in of faculty-directed preparation and hiring our intern when he
a classroom. The value of critical reflection. graduates in May.”
being able to do real-world
work while still in college Exploration Term -Roger Ball, CVS Appraisals

i
cannot be measured. I BSC’s unique January Exploration
have learned many new
skills from my internship,
Term gives students a full month
each year to focus on a single class
2
but most importantly, I or project—including an internship.
have identified areas I can
improve on before I enter
the workforce. “

-Billy McMahon, intern

iNternship initiative
at Pryor McCormick, Inc.,
investment advisors
32

Publications/Design Samples

notecards
Example of notecard and matching envelope.

If you need to order notecards, please contact

the Office of Communications at x4902 or
[email protected].
 33

Publications/Design Samples

invitations Example of formal invitation and matching envelope.

If you need to order an invitation package, please contact the Office of

Communications at x4902 or [email protected].

BSC
Birmingham-Southern College
34

Publications/Design Samples

programs Example of a formal event program.

If you need to order an event program, please contact the Office of Communications at
x4902 or [email protected].

Gen. Charles C. Krulak

May Third
Two Thousand Twelve
Rev. Jack Hinnen
Gen. Charles C. Krulak

Camille Cannada
TBD
 35

explore
excel
experience Publications/Design Samples

banners
At BSC, we prepare the professionals of tomorrow
by giving our students every opportunity
to apply what they learn to the real world. If you need to order a banner, please contact the Office of Communications at x4902 or
[email protected].

BSC Birmingham-Southern College

are you ready?

Birmingham, Alabama. Keep these important BSC dates in mind!
November 15 February 1 October October November March
EARLY ACTION REGULAR DECISION Fall Preview Day Sample ’Southern Sample ’Southern Select ’Southern

BSC
(Juniors & Seniors) (Juniors & Seniors) (Seniors) (Admitted Students)

(205) 226-4696 | [email protected] | www.bsc.edu

Birmingham-Southern College

Example of horizontal banner.

Example of vertical banner.

BSC
Birmingham-Southern College
36

Publications/Design Samples

display ads Examples of display ads.

If you need to place an ad, please contact the Office of

Communications at x4902 or [email protected].

Birmingham - Southern College

congratulates Coach Preston Goldfarb on leading the Maccabi USA Men’s
Soccer Team to their historic gold medal win at the 19th World Maccabiah
Games in Jerusalem, and wishes a Happy New Year to all!

visual &
performing

2013-14
arts season
Join BSC for an exciting year
of exhibitions and musical

explore
and dramatic performances
from students, faculty, alumni,

excel
and more.
experience For a full schedule, visit www.bsc.edu.

BSC Birmingham-Southern College

BSC
Birmingham-Southern College
 37

Publications/Design Samples

postcards Example of postcard.

If you need to order a postcard,

please contact the Office of

familyweekend BSC
Friday, October 18 and Saturday, October 19, 2013
Birmingham-Southern College
Non-Profit Org.
U.S. Postage
PAID
Permit No. 2575
Communications at x4902 or
Office of Student Development
900 Arkadelphia Road Birmingham, AL [email protected].
Box 549014
Special events for families and friends of current Birmingham, AL 35254
students include:
l Friday Evening Welcome Reception
l Saturday Breakfast and Welcome
on the Admission Welcome Center Lawn
l Academic Open Houses
l Individual Appointments with Professors & Faculty

BSC
Advisors (upon prior request)
l BSC Football & Family Tailgate
Birmingham-Southern College
To find more information about
Family Weekend, sign up, or
request individual meetings with
faculty members, please find
the Family Weekend webpage
at www.bsc.edu/parents/
familyweekend or call
(205) 226-4722.

experience
familyweekend Friday, October 18 and Saturday, October 19, 2013

BSC
Birmingham-Southern College
38

Warm Gray
Publications/Design Samples Template

powerpoint slides Title

Slide

On the next two pages are examples of standard BSC

PowerPoint slides. We strongly prefer that presenters use
either Arial or Times New Roman as the fonts for their
presentation text/points.

If you need to set up a PowerPoint presentation, please

contact the Office of Communications at x4902 or
[email protected]. We will share our preferred template
with you and give guidance on the correct fonts and
images to use for optimal results. Warm Gray
Template

PowerPoint templates can be downloaded at Regular

Slide
www.bsc.edu/communications/downloads.

Making a Difference
at BSC
- Getting Involved
- Green Initiatives
- Service-Learning

Sample Slide with Topic Text

 39

Publications/Design Samples

powerpoint slides, continued

Blue Template Gold Template

Title Title
Slide Slide

Blue Template Gold Template

Regular Regular
Slide Slide
40

Publications/Design Samples

miscellaneous items
Please consult with the Office of Communications to
arrange graphics for the miscellaneous items listed, left.
We will work with you to bring your graphics project

Miscellaneous items include, but aren’t limited to life.

to the following:
Applications of the BSC wordmark and its typography
Signage for novelty items or merchandise are subject to approval

Research | Internships | Service | Experience

Vehicles by the Office of Communications. Requests for review of
Light Post Banners designs may be forwarded directly to Communications
Merchandise and will be evaluated for their compliance with the
Advertising Specialties/Novelty Items visual identity system. This process applies both to
Buttons/Pins

3
BSC-designed materials as well as to those prepared by

rise
T-Shirts/Sweatshirts outside vendors for on-campus clients.
Caps
Bumper Decals If you have questions about these items or others, please
Magnets contact the Office of Communications at x4902 or
Notebooks [email protected].
Folders
Mousepads
Lanyards

rise
Merchandise Bags/Totes 3
Umbrellas
Napkins Research | Internships | Service | Experience

Coffee Sleeves
Nametags/Identity Tags
Notepads/Routing Pads
Mailing Labels
Gold Foil Seals
 41

E-Mail Signatures and Voice Messaging

Sample Email Signature:

miscellaneous items Sue Fairchild

Associate Vice President for Strategic Planning
Birmingham-Southern College
E-mail is no doubt the most popular means of communication that 900 Arkadelphia Road
comes into and goes out of our campus. Impressions—both positive and Box 54XXXX
negative—about the college’s level of care and concern can be formed Birmingham, AL 35254
205-226-XXXX—Office
based on how employees “sign” their e-mails and the “automated”
205-XXX-XXXX—Cell (optional)
responses they send when they are away from the office. 205-226-XXXX—Fax (optional)
[email protected]
In the college’s ongoing efforts to be as helpful and responsive as possible
to all of our constituents, a standard e-mail signature should be used with Explore … Birmingham-Southern College
www.bsc.edu
all internal and external e-mails, as well as a standard e-mail automated
out-of-office response to be used with all internal and external e-mails.
Sample Temporary Absence Phone Greeting:

You have reached the office of Mark Goodman, director of strategic planning at
Likewise, the temporary absence greetings we leave on our office
Birmingham-Southern College. I am currently out of the office and will return on
telephones when we are out of the office on annual leave, business, or for Monday, January 23. During my absence, please contact Barbara Collins, assistant
college holidays, also can leave positive or negative impressions about director, at 205-226-XXXX. Or, please leave a message at the tone and I will look
our college. Therefore, a standard telephone temporary absence greeting forward to returning your call on Monday. Thank you.
should be used.
Sample Temporary Absence Phone Greeting for College Holidays:

Information on setting up email signatures and telephone temporary You have reached the office of Sue Fairchild, associate vice president for strategic
absence greetings can be found at www.bsc.edu/administration/it/ planning at Birmingham-Southern College. The college currently is observing
its Christmas Holiday Break until Monday morning, January 2. If you need
helpdesk.
immediate assistance during this time, you may contact our Campus Police Office
at 205-226-4700, or you may try my cell phone at 205-XXX-XXXX. Otherwise,
Sample Out-of-Office E-Mail Response
leave a message at the tone and I will look forward to returning your call on
Thank you for your email. I am currently away from the office and will January 2.
return on Monday, January 30. If you need immediate assistance before
that time, please contact Barbara Collins, assistant director of strategic
planning, at [email protected] or 205-226-XXXX. Otherwise, I will

BSC
respond to your email on January 30.

Mark Goodman
Birmingham-Southern College
42

contacts
Now you have the standards needed to be a part of this effort in maintaining the
BSC brand. At this point, you’ve probably realized that a brand isn’t a wordmark
or school color. It’s many elements that collectively identify the unique entity,
BSC. Just like any great resource, this guide will be updated to reflect the latest
standards and guides, so check the Office of Communications’ Web site before
beginning new projects. For any additional information call Communications
at x4902 or e-mail [email protected].
 43

Contacts

the office of Communications and related services

All departments, offices, special programs and centers should consult with the Office of Communications and/or the
Campus Print Shop before starting projects, including design, production, printing, art, photography and online/video
production. Please always consult with Communications initially, even when the funding is provided
by a donor.

Working with Communications and adhering to visual standards help Birmingham-Southern achieve an effective,
efficient and cost-conscious communications program.

An online version of this manual can also be found on the BSC Web site at www.bsc.edu/communications/downloads.

Office of Communications Publications

Stockham Building, Room 15 Stockham Building, Room 05
226-4901 226-4902
[email protected] [email protected]
Public Relations & Marketing Communications Consulting/ Graphic Design/Layout/Concept Development/
Photography/Video Production Visual Identity System Consulting

Web Site/New Media Department of Print Services

Stockham Building, Room 14 Stephens Lab Building, Ground Floor
226-7790 226-4848
[email protected] [email protected]
Online Marketing/Development Printing/Digital and Offset Presses/Binding/
Banners-Posters

BSC
Birmingham-Southern College
 BSC
Birmingham-Southern College

Copyright 2015. Birmingham-Southern College Office of Communications