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Illustrated owl flying

Visual Style Guide

Your guide to Keene State College’s graphic standards.

Using the Wise Guide will help protect the integrity of the Keene State College brand. The visual elements – logo, tagline, fonts, and color palette – help define Keene State’s identity. That’s why graphic standards are important. By keeping a consistent look, we increase name recognition and brand awareness. The elements presented in this guide supercede all previous images and are the official elements that make up the KSC brand.

  1. Logo
  2. The Tagline
  3. The Fonts
    1. General Usage
    2. Graphic Design and Printers
  4. Colors
    1. Colors for Word and Powerpoint Documents
    2. Colors for Graphic Designers and Printers
  5. The Owl
    1. Variants
    2. Owl Do’s and Don’ts

The logo may be Pantone Matching System (PMS) 186 and white or black and white. There are no other approved color options. When possible, it should be anchored to an edge, graphic or physical, and should never be screened or watermarked. It should not be used sideways. The size of the logo should be proportional to your project, but never smaller than .75” wide. There should always be an area of text isolation surrounding the logo. No type element should get closer than the dimensions of the dotted line shown below.

The Tagline

Use it wisely! The tagline should be anchored to the right or below the logo. While you are allowed to use the tagline on photos, it should not be used on busy backgrounds. It may be used in the accent colors of Keene’s color palette as long as the colors do not create problems with legibility. For sizing, the tagline should be twice the width of the logo. The area of text isolation, or free space, also applies to the tagline.

The Fonts

General Usage

Arial Regular
body copy (80% grey)
HEADLINES, ALL CAPS

Arial Black
Use for subheads
HEADLINES, ALL CAPS

Graphic Design and Printers

Keene State’s approved professional fonts are Caecilia and Berthold Akzidenz Grotesk.

Font faces

Colors

Colors for Word and Powerpoint Documents

Keene’s primary color is Pantone Matching System (PMS) 186. There are 12 additional accent colors you can pick from that complement each other for backgrounds and headlines. Use them in support of the logo and tagline colors. Just try to keep things easy to read. The RGB break (as noted in the white boxes below) is useful for Word documents. Please see below for instructions on how to add these colors to your documents. HEX numbers (as noted in the colored boxes below) are used for web design.

PMS 186
HEX #CE1126
R
206
G
17
B
38
PMS 187
HEX #AF1E2D
R
175
G
30
B
45
PMS 161
HEX #633A11
R
99
G
58
B
17
PMS 4535
HEX #E7D8AC
R
231
G
216
B
172
PMS 158
HEX #E87511
R
232
G
117
B
17
PMS 457
HEX #C2A204
R
194
G
162
B
4
PMS 124
HEX #E0AA0F
R
224
G
170
B
15
PMS 575
HEX #4B721D
R
75
G
114
B
29
PMS 7494
HEX #A9C398
R
169
G
195
B
152
PMS Warm Grey 4
HEX #C9C1B8
R
201
G
193
B
184
PMS 5425
HEX #80A1B6
R
128
G
161
B
182
PMS 5405
HEX #3B6E8F
R
59
G
110
B
143
PMS 7464
HEX #BCE4E5
R
188
G
228
B
229
  1. Either highlight your text or create a box.
  2. Choose Format | Borders and Shading from the menu.
  3. Click on the Shading tab.
  4. In the Apply to: drop-down list, choose Text or Paragraph.
  5. Click the More Colors button.
  6. Choose Color Sliders from the top menu (second button)
  7. Choose RGB Sliders from the drop-down menu
  8. Fill in the RGB values for the color you’d like to use from the new palette

Colors for Graphic Designers and Printers

Graphic designers and printers will need the PMS numbers and the CMYK break shown on this page. Keene’s primary color is PMS 186 red and there are 12 additional accent colors. While the logo should always be presented in black or PMS 186, you can pick a couple of accent colors that complement each other for backgrounds and headlines and use them in support of the logo and tagline colors. If you’re using red outside of the logo, stick to PMS 187. It competes less with 186 and allows the bright red of the logo to pop off of the page more.

PMS 186
C
0
M
100
Y
70
K
5
PMS 187
C
0
M
100
Y
79
K
20
PMS 161
C
0
M
52
Y
100
K
64
PMS 4535
C
0
M
4
Y
30
K
11
PMS 158
C
0
M
61
Y
97
K
0
PMS 457
C
0
M
15
Y
100
K
28
PMS 124
C
0
M
28
Y
100
K
6
PMS 575
C
48
M
0
Y
100
K
53
PMS 7494
C
25
M
0
Y
40
K
15
PMS Warm Grey 4
C
0
M
4
Y
9
K
24
PMS 5425
C
30
M
4
Y
0
K
31
PMS 5405
C
58
M
17
Y
0
K
46
PMS 7464
C
25
M
0
Y
10
K
0

The Owl

Variants

The Owls There are three versions of the Keene State owl: the athletic owl, the soaring owl, and the perched owl. They are shown here in two-color and grayscale. You can use any of these owls in your promotional literature; they are available on the logos page.

Please Note: You may also see the athletic “Owl Head” being used in some material. This version of the Owl is authorized for the Athletic Department’s use only

Owl Do’s and Don’ts

Owls can be used in two-color (186 red + black) and grayscale. Try not to have the owls flying off the page. Do not change the color of the owls. The owls should not be grouped with the logo and tagline, but can be used in the same piece (ideally separated visually). Keep an area of open space surrounding the owls, similar to the space required around the logo. The owls should not be used sideways or upside down. Do not use the owls over a busy image. The size of the owls should be proportional to your project, but never smaller than the size that is pictured below. Do not skew or change the proportions of the owls.

If you have any questions, please contact the Marketing and Communications.

Contact Marketing & Communications

Kelly Ricaurte (Press)
Director of Strategic Communications
kricaurte@keene.edu
603-358-2119

Laura Borden (Creative)
Director of Creative Services and Production
lborden@keene.edu
603-358-2933