Brand Guidelines

Established November 15, 2023
Updated August 20, 2024

Branding and Visual Identity

Branding is a cornerstone of an institution's identity, and for Florida SouthWestern State College, the Office of Marketing and Strategic Communications serves as a steward in ensuring the integrity of its brand. A brand is not merely a logo or a tagline; it is the embodiment of an organization's values, mission, and promise to its audience.

Consistency in branding across diverse touchpoints, from digital platforms to printed materials, fosters a cohesive and recognizable visual identity. Brand guidelines, crafted by the Office of Marketing and Strategic Communications, play a pivotal role in this process. These guidelines establish a set of rules and standards guiding the use of logos, colors, fonts, and other visual elements, ensuring a uniform and professional presentation.

By adhering to these guidelines, the institution maintains a strong, cohesive brand identity that resonates with its stakeholders, fostering trust and building brand recognition. The Office of Marketing and Strategic Communications works to preserve the essence of Florida SouthWestern State College's brand in a visually coherent manner, ultimately contributing to a compelling and memorable representation of the institution. Below you will find guidelines that will help ensure that your designs, while unique, fit with the college branding identity and will be aided by, and aid in, the community’s perception of the brand.

Logos

The Florida SouthWestern State College logo system is designed to cater to diverse communication needs.

• FSW Letters: The FSW letters, an abbreviated form of the logo, provide a concise and versatile representation suitable for situations where space is limited on academic works in lieu of the Nameplate.
• Icon Logo: The Icon logo, a standalone graphic element, is employed when a more symbolic, informal representation is appropriate. This is generally reserved for artwork sent to current FSW students for non-academic informational purposes, such as events.
• Nameplate and Icon: The Nameplate with Icon logo combines the formality of the Nameplate with the visual interest of the Icon, striking a balance between formality and visual appeal. This logo can be sent to both prospective and current students as well as be used for event marketing and branding to the community.

These variations are not just alternatives but strategic choices, allowing for adaptability based on the context and message, ensuring that the Florida SouthWestern State College logos are not just symbols but dynamic tools enhancing the communication of the institution's identity.

Other Logos

• Athletic Logos: The athletic logos should be reserved for athletics teams, athletics marketing, and arena marketing. Special requests for athletic logos may be directed to the Office of Marketing and Strategic Communications for review. All requests granted are at the discretion of the Office of The President and President’s Designee, the Asst. Vice President, Marketing & Digital Strategies.
• Presidential Seal: The presidential seal is reserved for use by the Office of the President. Special requests for the Presidential Seal may be directed to the Office of Marketing and Strategic Communications for review. All requests granted are at the discretion of the Office of The President and President’s Designee, the Asst. Vice President, Marketing & Digital Strategies.
• Departmental/Event Logos: Departments wishing to create a logo for student events or specialized programs are asked to follow the guidelines below to ensure the logo aligns with FSW's branding scheme.

Color Palette

Logos must use FSW colors: FSW Purple (R71, G10, B104), Aqua (R0, G191, B170), and/or white or black in the logo design.

Fonts

Logos are allowed to use the following fonts:

• Lato
• ITC Novarese Medium

Image Sources

Images used in the logo sourced from stock websites such as Getty Images, AI, iStock, or Shutterstock must be modified and cannot be used unaltered. Original artwork, illustrations, or graphics are required.

Logo Review

All requests for new or altered logos must be submitted and reviewed by FSW's marketing team to ensure they adhere to the branding scheme of Florida SouthWestern State College. All requests granted are at the discretion of the Office of The President and President’s Designee, Asst. Vice President, Marketing & Digital Strategies.

Student Clubs and Organizations

Empowering students to express their creativity, student clubs at Florida SouthWestern State College are encouraged to design unique logos that reflect their club’s distinctive identities. While fostering a spirit of originality and unity, it's paramount that these logos avoid any profane or inappropriate content.

Students are prompted to explore diverse elements, symbols, and colors that embody the essence of their clubs without infringing on FSW's trademarked logos or making modifications to the official insignias.

Sponsored Vendor Events

Updated 8/20/2024

Sponsors wishing to use FSW logos on marketing materials for events at or partnered with the college are advised to request a trademark license using this web form.

Logo Treatments

To ensure the integrity of our brand and logos, the following rules apply to the use of official college logos. Additional rules may apply when submitting logos through CLC and can be addressed with Auxiliary Services.

Do:

• Leave clear space around a logo to ensure its integrity. This will ensure that the logo remains legible and uncluttered by other graphical elements, text, or the edge of the medium it's being placed on. This space is referred to as an exclusion zone and is equivalent to:
  • Nameplate Logos: at least one height of the letter "E" from the words "State College" all the way around the logo.
  • Letters or Icon Logos: at least ¼ the height of the whole logo all the way around the logo.
• Use the college Nameplate Logo or Departmental Nameplate (provided by marketing) on each document regardless of all other graphics, headers, or designs that may indicate a program.

Do Not:

• Change the color of the logo. Use only delivered colors. Contact Marketing for logo variations.
• Create new departmental or organizational logos using the Nameplate. Contact Marketing to request a new logo.
• Crop the logo.
• Add shadows or effects.
• Rotate the logo.
• Stretch to fit.
• Distort elements within the logo for emphasis or fit.
• Remove the TM from the logo.
• Place the logo on a complex background.

Colors

Color holds paramount significance in design, particularly concerning the establishment and perpetuation of a brand's visual identity. The strategic use of color transcends mere aesthetics; it becomes a powerful tool for conveying emotions, values, and personality. A brand's chosen color palette serves as a visual language that communicates with its audience, evoking specific feelings and associations. Consistency in color application across various brand elements—logos, packaging, marketing materials—fosters recognition and strengthens brand recall. It creates a cohesive and memorable visual experience, allowing consumers to instantly connect with and differentiate the brand in a crowded marketplace. The psychological impact of colors plays a pivotal role in shaping perceptions; warm tones may evoke a sense of approachability, while cool tones convey professionalism. In essence, the thoughtful and intentional use of color in design is instrumental in crafting a unique visual identity that not only captivates but also reinforces the essence and values of the brand.

The 60-30-10 graphic design rule, a widely embraced principle in visual aesthetics, serves as a guideline for achieving a balanced and harmonious color palette. When applied to the distinctive color scheme of Florida SouthWestern State College, the primary colors of Purple, Aqua, White, and Black dominate the palette, constituting 60% of the overall composition. These hues provide a strong and foundational backdrop. The secondary colors, Storm Grey and Sand, contribute 30%, offering a subtle yet significant contrast and depth to the design. Finally, the tertiary colors—Aqua Marine, Sea Blue, Lime Green, Mamey, and Mango—add the finishing touch, comprising the remaining 10% to infuse vibrancy and diversity.

This thoughtful distribution ensures a visually appealing and cohesive design that aligns with the college's distinctive color identity.

FSW Color Palette

• Primary colors (60% or more of the total document color):
  • FSW Purple: RGB 71, 10, 104 CMYK 84, 99, 0, 12
  • FSW Aqua: RGB 0, 191, 170 CMYK 76, 0, 38, 0
  • White
  • Black
• Secondary Colors (30% or less of the total document color):
  • Storm Grey: CMYK 0, 0, 0, 85
• Tertiary colors may be used for highlights (10% or less of the total document color):
  • Aqua Marine (CMYK: 100, 25, 30, 0): RGB: 0, 153, 179
  • Sea Blue (CMYK: 100, 75, 50, 0): RGB: 0, 51, 102
  • Lime Green (CMYK: 40, 0, 100, 0): RGB: 153, 255, 0
  • Mamey (CMYK: 0, 70, 75, 0): RGB: 255, 77, 64
  • Mango (CMYK: 0, 50, 100, 0): RGB: 255, 128, 0
  • Sandstone (CMYK: 0, 25, 50, 0): RGB: 255, 191, 128

FSW Font Palette

Fonts play a crucial role in the tone and voice of a document. A bold font will indicate a louder, stronger tone to emphasize a point or thought, italics tend to indicate quieter tones. Using fonts with a variety of faces, and styles such as italic, bold, black, etc., gives you more options to create hierarchies within your design. To maintain a consistent and cohesive look across the college it is important to use the same fonts for all designs; below are several fonts that come standard with, or are easily downloaded, to use when designing college materials. These fonts are clear and designed to be easily legible, unlike fonts like Trajan, Papyrus, or fonts web foundries such as “Dafont.com.” Furthermore, using these fonts will lend credibility to a document, unlike vanity fonts that, when used outside of artistic endeavors, tend to be hard to read and lack the formality in tone that an academic institution should convey. Finally, when using fonts downloaded for artistic headline designs, remember fonts can be copywritten and special attention should be given to ensure the font is not trademarked, stolen and repackaged, or otherwise owned by its creator and not free for commercial use.

When creating documents or designs, the following fonts are installed and should be used in the body of a document:

• Lato
• Calibri
• Montserrat
• Trebuchet MS
• Arial
• Bahnschrift
• Cambria

Web Colors

• Purple #470A68
• Aqua #00BFB3
• Grey
• Sand

Voice

Voice is often the first impression students and the public will have of the college. Identify your target audience, and then write for them. Try to keep these points in mind when writing promotional pieces, website copy, and social media posts. FSW’s voice is:

• Inclusive: FSW is an open-access, public institution. We welcome everyone who enters our doors. Remember the diversity of people who may be reading your message. Write plainly and avoid using jargon or acronyms without explaining their meanings. Use inclusive language like “cross the graduation stage” instead of “walk across the graduation stage.”
• Positive: Copy should have a positive, encouraging tone and inflection.
• Conversational: The reader should feel you are talking directly to them. Write in first-person and second-person points of view.
• Active: Maintain an active voice. Keep sentences and messages concise. Limit “to be” verbs, “ing” verbs, and passive voice when possible.

Social Media

The purpose of these guidelines is to encourage the use of social media by Florida SouthWestern State College (FSW) users while ensuring adherence to applicable state and federal laws and regulations. These guidelines aim to protect the college’s reputation and community members while providing a framework for effective communication through social media.

College-Recognized Accounts

FSW’s official College social media accounts are managed closely by the Office of Marketing & Strategic Communications or approved delegate(s). College-affiliated accounts are recognized and archived by the Office of Marketing & Strategic Communications and are managed by individuals or departments across the College. Student club and/or organization social media accounts are managed by the Office of Student Life.

FSW's Image & Brand Adherence

All content posted on social media accounts should reflect the image and reputation of FSW and strictly adhere to FSW's Brand Identity Guide. Any deviation from these guidelines can impact the cohesive representation of the college.

FSW Social Media Workgroup

We ask that all social media users representing FSW be a part of the FSW Social Media Workgroup. This workgroup, led by the Office of Marketing & Strategic Communications, facilitates collaboration, provides updates, and ensures consistent branding across all platforms.

Social Media Account Management

Creating an Account

Prior to setting up a college-affiliated social media account, contact marketing@fsw.edu. All College-affiliated accounts must be registered with the Office of Marketing & Strategic Communications.

Public Records

Maintain transparency by ensuring public records on social media are accessible and managed in line with state regulations. In compliance with Florida Statutes regarding public records, a minimum of two members of the Office of Marketing & Strategic Communications must have administrative access to any official College affiliated account to ensure proper archival.

Best Practices

• Content and Posting Frequency: Post timely, topical, and relevant content regularly, at least 2-3 times a week. If the account cannot maintain this frequency, consider speaking with the Office of Marketing & Strategic Communications about alternative ways to share your content using existing FSW social media accounts.
• Engagement: Respond to comments and messages in a timely fashion. Social media is a communication tool and FSW social media accounts are a reflection of the college. Comments and messages should be responded to within a reasonable amount of time in a respectful and constructive manner.
• Security: Regularly review account security settings, audit user access, and update passwords to protect against unauthorized access.
• Trends: Stay updated with current topics and trends, while always assessing content appropriateness and sensitivity before sharing (e.g. emoji meanings, hashtags, etc.).
• Copyrighted Materials: While social media platforms may grant personal users access to copyrighted music for their videos and posts, our institution must refrain from using these tracks and instead always obtain proper licenses or use royalty-free alternatives to ensure compliance with copyright laws.

Accessibility

• Ensure that all social media content is accessible to individuals with disabilities, in compliance with the most current Web Content Accessibility Guidelines (WCAG).
• Write alt text for all images and GIFS. The alt text provided by individual platforms is often not accurate. Facebook, Instagram, LinkedIn, and X (Twitter) all provide areas to add alt text to images.
• Avoid posting flyers and other graphics with excessive copy as this text will all need to be included in the post or alt text sections. Instead, provide all necessary information in the post and use an image or photograph that correlates with that information. Then, provide alt text for that image.
• Provide captions for all videos and ensure readability of the text through appropriate formatting.
• Use no more than three emojis in a post and place them at the very end of the text. Avoid placing emojis in the middle of text as screen readers will read the emoji description out loud, interrupting the flow of content and causing confusion to the audience.
• Use Camel Case/Title Case for hashtags. #FSWStudents #FSWBucs #ElevateYourOpportunities NOT #FSWstudents #FSWbucs #elevateyouropportunities

Press Releases

The authority for making decisions regarding press releases rests with the FSW Office of Marketing and Strategic Communications. This office has the expertise and oversight to determine when press releases are warranted and in alignment with the college’s strategic goals. If the Office of Marketing and Strategic Communications determines a press release is not the best tool for distributing the information, other marketing and distribution methods will be provided.

Press Release Determination

The Office of Marketing and Strategic Communications will assess the need for a press release based on the following criteria:

• Significance: The news or event must be of significant importance to the FSW community or the public.
• Relevance: The content must align with the FSW’s mission, values, and strategic priorities.
• Newsworthiness: The information must be timely and have news value.
• Audience: Consideration will be given to the target audience and whether a press release effectively reaches them.

Press Release Review/Approval Procedure

Updated 8/20/2024

Time allowing, press releases requested by a department will be sent to the requestor as a courtesy with an intended time or date for release to allow for review of relevant details. The Office of Marketing and Strategic Communications will work closely with relevant stakeholders during the creation of the press release to ensure accurate and appropriate messaging, especially when one of the following is needed:

• Official quote from college administration
• Sensitive or complex subject matter or language
• Collaboration and input from multiple college departments or external organizations
• If further clarification is needed by the Office of Marketing and Strategic Communications

The Office of Marketing & Strategic Communications reserves the right to send press releases without department review in extenuating circumstances.

Required Event Details

Departments requesting an event press release must include the following event details:

• Date and Time: The date and time of the event, including any relevant time zone information.
• Location: The physical or virtual location where the event will take place.
• Speaker Bios: Biographies of any speakers or key participants in the event.
• High-Resolution Speaker Headshot: A high-resolution speaker headshot, saved as a .JPG file at least 150 DPI but preferably 300 DPI, for each speaker.
• Event Description: A description of the event, including its purpose, significance, and key highlights.
• Event Contact Information: Contact name, phone number, email address, and event website or registration link, if available.

Timeline

For time-sensitive press releases, information for the press release must be submitted to the Office of Marketing and Strategic Communications at least 4 weeks in advance of the event. This timeline ensures that all necessary preparations, research, and media distribution can be completed effectively and meet media deadlines.

Press releases may require revisions or updates over time. Departments must provide any changes to event details as soon as possible to ensure accurate and up-to-date information in the press release.