Postgraduate 2016/17 Campaign Guide

Transcription

1 Postgraduate 2016/17 Campaign Guide

2 CONTENTS Messaging Postgraduate motivations 4 How to use the messaging 5 Copy composition 6 Campaign visual style The REDEFINE badge 8 Colour palette 9 Typography 10 Text styles 11 Infographic style 12 Types of photography 13 Photography proportions 14 Photography treatment 15 Creating the campaign Layout guide for print ads 17 Guide for hero style 18 Guide for vertical style 19 Guide for half-image style 20 Guide for block colour style (horizontal) 21 Guide for block colour style (vertical) 22 Digital adverts 23 Course leaflets 24 DL leaflets 25 DL leaflets example spread 26 Prospectus spread: example 1 27 Prospectus spread: example 2 28 Prospectus spread: example 3 29 Pop-up banners 30 Website headers: homepage 31 Website headers: course pages 32 layouts 33 2

3 Messaging 3

4 Postgraduate motivations Why does someone choose to do a postgraduate degree? For a career change To improve their career prospects To specialise in a subject; improving skills, understanding and knowledge To make a difference in a chosen field 4

5 How to use the Messaging 1. Choose one of the four key motivations 2. Choose a message from the corresponding pre-approved list 3. Tailor the message with the relevant course or field name (if applicable) 4. Incorporate into the visual style elements (see page 7 onwards) Change Improve Specialise Make a difference Redefine your career path Redefine your prospects Redefine the future of (course/subject) Redefine the possibilities Redefine your opportunities Redefine your opportunities Redefine your opportunities Redefine (course/field) Redefine the possibilities Redefine the possibilities Redefine your prospects You could redefine (course/field) Redefine your ambitions Redefine your health Redefine the future of (course/field) You could redefine (research in course/field) Redefine (course/field) Redefine your friendships Redefine being active Redefine your off-campus experience Redefine the social scene Redefine the City Redefine your connections Redefine how you live Redefine your social life Redefine what it means to explore Stirling Redefine your sense of adventure Redefine your Stirling Redefine where you live Redefine your on-campus experience Redefine your view Redefine how you live Redefine (course/field) research Redefine our/your research Redefine the way research makes a difference Redefine the way (course/field) research works Redefine the future of postgraduate research Redefine the future Redefine your options Redefine the way your course is funded Redefine the possibilities 5

6 Copy composition The copy used in our communications should be constructed as per the generic example given below: Main Line: Redefine your opportunities Supporting Copy: If you re looking to boost your prospects, change the direction of your career or make a significant impact in your chosen field, a postgraduate degree could help you get there. Call to action: Find out more at stir.ac.uk/postgraduate Sign off: Redefine at Stirling 6

7 Campaign visual style 7

8 The Redefine REDEFINE Badge The REDEFINE badge is used to highlight the concept at the core of our postgraduate campaign. This constant device can be used across all print and digital communications within the campaign. It is available in PNG, Ai and EPS formats in the campaign toolkit. What it represents The gradient leading into solid lettering represents a postgraduate degree leading to further career progress. The rectangular housing gives a strong, confident appearance, allowing it to be easily placed onto images. 8

9 Colour palette This bespoke colour palette has been specifically chosen for the postgraduate campaign and should not be used for any other University communications. Primary colours CMYK colours are our prominent colour references for printing and RGB for digital but it necessary there is the closest match for Pantone. CMYK 91/12/92/44 RGB 0/105/60 HEX #00693C Pantone 349 CMYK 0/0/0/0 RGB 255/255/255 HEX #FFFFFF CMYK 30/30/30/100 RGB 0/0/0 HEX # Pantone Process Black Tertiary colours CMYK 10/10/20/20 RGB 197/193/180 HEX #C5C1B4 Pantone 400 CMYK 10/10/20/65 RGB 116/110/100 HEX #746E64 Pantone 404 CMYK 68/56/59/63 RGB 58/60/57 HEX #3A3C39 Pantone 447 Secondary colours CMYK 51/29/0/0 RGB 126/178/226 HEX #7EB2E1 Pantone 2915 CMYK 4/83/100/1 RGB 225/69/4 HEX #E04612 Pantone 1665 CMYK 7/20/100/1 RGB 231/195/17 HEX #E8C413 Pantone 7406 CMYK 52/97/29/26 RGB 118/33/87 HEX # Pantone 7650 CMYK 99/79/13/1 RGB 26/66/138 HEX #1B4489 Pantone 7687 CMYK 100/0/40/10 RGB 0/136/148 HEX # Pantone 321 9

10 Typography The postgraduate campaign has its own headline font - Bebas Neue - which should be used in combination with the standard University of Stirling brand font. Headline Typeface Use Bebas Neue Bold for campaign headlines, titles and sign-off. Use Bebas Neue Regular for sub-headers. The Book, Light and Thin weights of the font should not be used in the postgraduate campaign. Bebas Neue does not contain lowercase characters, meaning uppercase headers are used consistently across all campaign communications. This font is free to download and use: Download Bebas Neue here Secondary / Body Typeface abcdefghijklmnopqrstuvwxyz bebas neue bold bebas neue regular Increase tracking to between Frutiger, the University of Stirling brand font, should be used for secondary and body copy throughout the campaign. AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz Frutiger Bold Frutiger Roman Frutiger Light Frutiger Bold Italic Frutiger Italic Frutiger Light Italic 10

11 Text styles The postgraduate campaign uses two text styles. These are shown on the right. Highlighted text is useful for ensuring legibility when copy is placed over an image. Boxed text is useful for headlines and infographics. Text with colour blocks or highlight effect Text housed with in a outline box 11

12 Infographic style Infographics can be used as an effective way of communicating key facts and statistics. Using the following features will ensure all of our infographics look like part of a single campaign: Use colour-to-clear gradient to reflect the echo in the REDEFINE badge Colour-to-clear gradient fills Linear shapes Geometric shapes Stacked typography Bebas Neue font Pie charts are linear, using a gradient to show the percentage Box shapes house statistics Stacked typography of varying weights highlights key information 96% Stirling is ranked 7 th in the UK for graduate employability (Telegraph/HESA, 2015) 12

13 Types of photography When choosing imagery for the postgraduate campaign, you should select shots that fall within one of the following three themes. This applies to both stock and commissioned photography. At Stirling Aspirational Close up / in detail Shows postgraduate studying, learning and research at the University of Stirling. Shows that a postgraduate degree opens up exciting opportunities and life experiences. Shows the specialist level of expertise acquired during postgraduate study, or in employment after graduating. This builds on the macro/micro photography approach used in the University s previous 3R campaign. 13

14 Photography proportions In most cases, images should have a central focal point. The nature of this focal point will vary by theme. For images of university life or aspirational experiences, the central focus should be a student or graduate. The outer thirds of the image should feature an engaging background. To ensure close-up shots retain a human element, their focus should always be hands at work. Some more unusual image sizes, such as web banners, are better suited to a leftor right-aligned focus. Where this is the case, subjects should be positioned in the left or right third of the grid, as shown in the example below: 14

15 Photography treatment As our photography comes from a variety of sources and features a range of different styles, it s important to achieve a unified finish by applying a consistent retouching treatment. As every image is different, levels of adjustment will vary from shot to shot. However, in general, the image should be made slightly more vibrant/saturated, with increased contrast and clarity. This will help draw the eye to the subject. You can also lighten images by increasing highlight and white levels. The following adjustments were made to the example image on the right: Vibrancy increased Highlights and whites increased Shadows decreased Exposure slightly increased Clarity slightly increased Contrast slightly increased Without treatment Treated image 15

16 Creating the campaign 16

17 Layout guide for print ads This grid can be easily created in any design software and should be used whenever creating printed campaign materials. 5-column width 2-column width LOGO For portrait and landscape layouts the campaign logo, supporting copy and sign-off should be positioned as shown in the respective examples. Layout rules Margin height Supporting copy should take up 3 or 4 columns in a landscape advert, depending on the image and headline size. Call to action Call to action. REDEFINE AT STIRLING The core REDEFINE element of the campaign should always be given maximum prominence. By positioning it centrally, we draw attention to its strong statement and create consistency across all postgraduate campaign communications. Supporting copy should be no longer in width than the centre point of the advert. Supporting copy should be no longer in width than the centre point of the advert. Call to action Call to action. REDEFINE AT STIRLING LOGO The sign-off - Redefine at Stirling - sits at the bottom left of the page. It is highlighted with block colour. Use a clear and engaging call to action above the sign-off. Sub-copy that supports the headline should be positioned above the call to action. The University logo is positioned at the bottom right of the page to allow maximum negative space for the image and headline. Supporting copy should be no longer in width than the centre point of the advert. Supporting copy should be no longer in width than the centre point of the advert. Call to action Call to action. REDEFINE AT STIRLING LOGO Portrait Margin Gutter Columns Portrait Columns Landscape Logo Width A5 12mm 4mm mm A4 15mm 5.5mm mm A3 20mm 6mm mm A2 12mm 9mm mm 2-column width 17

18 Layout guide for hero style Instances where the REDEFINE badge interacts with the subject of the photograph are known as hero images. This usually involves parts of the badge passing in front of, or behind the subject, as shown in the example on the right. Please use this as example as a reference for all print and digital communications created in this style. Hero images should always be produced by an agency, or someone with advanced Adobe Photoshop knowledge. The REDEFINE badge appears in an accent colour that complements the tones of the image. 5-column width at stirling The REDEFINE badge appears to wrap around the subject, acting as a framing device. This gives a 3D element to the visual and invites the audience to see themselves as part of the scene. Placement of headline, supporting copy, sign-off and logo follows guideline grid. The subject is positioned centrally in the advert. Supporting copy should be no longer in width than the centre point of the advert. Supporting copy should be no longer in width than the centre point of the advert. Call to action Call to action. REDEFINE AT STIRLING LOGO 2-column width 18

19 Guide for vertical campaign style The vertical campaign style is much easier to produce than the hero style, and does not require any advanced image-editing skills. This execution can easily be created by in-house teams and should be used as an alternative to the more intricate hero style. The example on the right shows how a vertical style print advert should look. Please use this as a reference for all print and digital communications created in this style. The REDEFINE badge is positioned vertically over the left 2-columns of the page. It normally appears in white, although other colours may be used in cases where this gives better contrast. 2-column width Supporting copy should be no longer in width than the centre point of the advert. Supporting copy should be no longer in width than the centre point of the advert. Call to action Call to action. REDEFINE AT STIRLING LOGO Placement of headline, supporting copy, sign-off and logo follows guideline grid. If you re looking to boost your prospects, chance the direction of your career or make a significant impact in your chosen field, a postgraduate could help you get there. Find out more at stir.ac.uk/postgraduate Redefine at Stirling your opportunities The subject is positioned centrally in the advert, framed by the L-shape formed by the REDEFINE badge and headline. Headline text is highlighted using a colour block effect. The accent colour complements the tones of the image. 19

20 Guide for half-image style The half-image campaign style can be alternated with full image styles. It is best suited to images where it is difficult to overlay text legibly - for example those that include a variety of tones. The example on the right shows how a print advert using the half-image style should look. Please use this as a reference for all print and digital communications created in this style. The REDEFINE badge is positioned vertically over the left 2-columns of the page. It normally appears in white, although other colours may be used in cases where this gives better contrast. The subject or focus of the close-up is positioned centrally in the frame. 2-column width The Image occupies only slightly more than half the advert. the future of sports nutrition The headline message appears in white, and is not contained within a highlight block. Placement of headline, supporting copy, sign-off and logo follows guideline grid. An MSC in Sport Nutrition could help you have a huge impact on the health of the nation s greatest athletes. Find out more at stir.ac.uk/postgraduate The background colour complements the tones in the image. Supporting copy should be no longer in width than the centre point of the advert. Supporting copy should be no longer in width than the centre point of the advert. Call to action Call to action. LOGO Redefine at Stirling The sign-off is highlighted with a block colour effect. The accent colour contrasts with the tones in the image. 20

21 Guide for block colour style (horizontal) Where images aren t available or appropriate, block colour backgrounds may be used. The example on the right shows how a print advert using the block colour style and a horizontal REDEFINE badge should look. Please use this as a reference for all print and digital communications created in this style. Negative space draws the audience s attention directly to the headline. Background chosen from the campaign colour palette. 5-column width your prospects The REDEFINE badge and headline appear in white, an opacity of white or in contrasting colour-oncolour (being careful to ensure legibility). The headline message is centred with the REDEFINE badge. Placement of headline, supporting copy, sign-off and logo follows guideline grid. A Postgraduate Diploma in marketing could help catapult your career. Supporting copy should be no longer in width than the centre point of the advert. Supporting copy should be no longer in width than the centre point of the advert. Call to action Call to action. REDEFINE AT STIRLING LOGO Find out more at stir.ac.uk/postgraduate Redefine at Stirling 2-column width 21

22 Guide for block colour style (vertical) The example on the right shows how a print advert using the block colour style and a vertical REDEFINE badge should look. Please use this as a reference for all print and digital communications created in this style. 96% in employment, or further study, within six months of graduating (Telegraph/HESA, 2015) Background chosen from the campaign colour palette. Statistics/infographics can be positioned in the negative space created by the L-shaped layout. 2-column width your opportunities The headline is highlighted with a block colour effect. Supporting copy should be no longer in width than the centre point of the advert. Supporting copy should be no longer in width than the centre point of the advert. Call to action Call to action. Placement of headline, supporting copy, sign-off and logo follows guideline grid. A Postgraduate Diploma in marketing could help catapult your career. Find out more at stir.ac.uk/postgraduate Redefine at Stirling The REDEFINE badge and headline appear in white, an opacity of white or in contrasting colour-oncolour (being careful to ensure legibility). 22

23 Digital adverts Digital adverts can be created using any of the campaign layout styles (hero, vertical, horizontal, block colour). Slide 1 Slide 2 Slide 3 Digital advert sizes MPU (300x250px) Banner (60x468px) Skyscraper (160x600px) Leaderboard (90x728px) The preferred file format is animated GIF, as the use of slides allows maximum space for visuals, messaging and a callto-action. Where one static image is required (JPG or PNG files), text may need to be reduced or a block colour background used to maximise space. Hero style Headline layout follows rules of the chosen style (i.e. hero) Subtle dark gradient at the bottom to allow legibility Subtle dark gradient at the bottom to allow legibility of logo Call to action highlighted by block colour rectangles Vertical style 23

24 Course leaflets Our downloadable and printed course leaflets follow the same grid rules as our portrait adverts, but the final layout is different. The example on the right shows how the cover of a postgraduate course leaflet should look. MSc / PG Dip / PG Cert Investment Analysis University logo in top right corner, covering two grid columns REDEFINE badge appears in an opacity of white for subtly Block colour complements tones in the image Course title appears in Bebas Neue Bold Colour variations MSc / PG Dip / PG Cert Investment Analysis Redefine at Stirling 5-column width LOGO Redefine at Stirling Sign-off appears in block effect Course-appropriate image contained in bottom third of the cover. MSc / PG Dip / PG Cert Investment Analysis REDEFINE AT STIRLING Redefine at Stirling 24

25 DL leaflets The example on the right shows how a DL leaflet created in the campaign style should look. DL Leaflet margins should always be 10mm. Cover University logo appears in the top right corner Colour variations Background colour chosen from campaign colour palette MSc / PG Dip / PG Cert Investment Analysis REDEFINE badge appears in an opacity of white for subtly Redefine at Stirling MSc / PG Dip / PG Cert Investment Analysis Redefine at Stirling Course title appears in Bebas Neue Bold MSc / PG Dip / PG Cert Investment Analysis Redefine at Stirling 25

26 DL leaflets spread example This example shows how a DL leaflet inner may look and demonstrates how all elements of the campaign s visual style work together. Please note that highlighted text effects should not be used for long sentences or extended paragraphs. Use of gradient icons Block colour / highlighted text Use of campaign headline font 26

27 Prospectus spread: example 1 This example shows how the spread of the postgraduate prospectus might look. It also demonstrates how elements of the campaign visual style can be brought together effectively. Negative space Block colour / highlighted text Use of campaign headline font Use of University of Stirling green on each page Box with opacity of black houses pull-out information Central image focal point Boxed version of the REDEFINE badge used for headline 27

28 Prospectus spread: example 2 This example shows how the spread of the postgraduate prospectus might look. It also shows how elements of the campaign visual style can be brought together. Block colour / highlighted text Use of campaign headline font Negative space Statistics box stretched across spread Central image focal point 28

29 Prospectus spread: example 3 This example shows how the spread of the postgraduate prospectus might look. It also shows how elements of the campaign visual style can be brought together. Negative space Block colour / highlighted text Use of campaign headline font Use of University of Stirling green on each page Statistic infographic in gradient style 29

30 Pop-up banner University logo in top right corner covering two grid columns This example shows how a postgraduate campaign pop-up banner might look. It shows how elements of the visual style work together. REDEFINE badge appears in white for maximum contrast Course-specific image covers upper section Background colour complements tones in the image Block colour chosen from background palette. Sign-off highlighted by accent colour 30

31 Website headers: homepage The campaign style can also be used in website visuals and banners. Follow these guidelines when creating homepage banners: Homepage banners are best suited to the horizontal layout with the REDEFINE badge positioned off-centre. This leaves space for buttons and a call to action. Uses colour block / highlighted text Featured Images can either be generic or course-specific. Homepage banner example 31

32 Website headers: course pages Course page header in hero style Follow these guidelines when creating course page headers: Course-specific headers are best suited to the hero style, with the REDEFINE badge centred in the banner Messaging and images should always relate to the course in question Course page header in block colour style 32

33 layouts Example 1 Example 2 Logo as header on white Marketing s should be designed with your content in mind. This will dictate which layout is most appropriate. headers should always contain the REDEFINE badge, along with any headline messaging. design principles Include plenty of negative space Based on the hero campaign style your future the future of sports nutrition Based on half-image campaign style Use colour blocked / highlighted text to create a visual hierarchy Use block images and background colours Use the campaign font (Bebas Neue) for headers and sub-headers (text will need to be an image file) Feature the sign-off - Redefine at Stirling - at the bottom of all s Blocks of white Use of campaign font for titles Highlighted text-effect for some links Sign off Dear xxxxxxx, Let s talk money. With a Masters Degree, you can expect to gain a competitive edge, learn new skills and earn over 200,000 more in your working lifetime.* The University of Stirling offers a wide range of postgraduate funding opportunities designed specifically for UK and EU students to help you gain that competitive edge. We ve got a Scholarship just for you We realise that funding your studies at the University of Stirling is a top priority. That s why we award up to 3 million in student scholarships and bursaries every year. It doesn t matter whether you re an ambitious academic or a talented student athlete chances are we ve got the perfect funding opportunity just for you. Find your scholarship: Scholarship Finder» Fully funded Postgraduate places The University of Stirling has also teamed up with the Scottish Funding Council to offer 71 fully funded places on a selected range of Masters courses starting in September These places are available for students domiciled in Scotland and the EU, and each course has been selected specifically to give graduates the skills needed to make an impact on some of Scotland s key economic sectors. Scottish Funding Council Masters Scholarships» A global Postgraduate community The University of Stirling is a truly global community. Our students and staff represent over 120 countries from around the world, creating a rich and diverse research environment that stimulates creativity and generates true innovation. Bev Bev Whitehead Head of Student Recruitment and Admissions * (Source: Sutton Trust: The Postgraduate Premium Report, Feb 2013) An MSC in Sport Nutrition could help you have a huge impact on the health of the nation s greatest athletes. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam ornare odio eu aliquam consequat. Integer justo velit, sodales euismod convallis nec, dapibus et nisl. Suspendisse in tellus porta quam euismod cursus. Find out more here What our student s say... Lanfen Zhang, hong kong MSc Sport Nutrition Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam ornare odio eu aliquam consequat. Integer justo velit, sodales euismod convallis nec, dapibus et nisl. Suspendisse in tellus porta quam euismod cursus. Pellentesque aliquet libero quis. Marco Iten, Switzerland MSc Sport Nutrition Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam ornare odio eu aliquam consequat. Integer justo velit, sodales euismod convallis nec, dapibus et nisl. Suspendisse in tellus porta quam euismod cursus. Pellentesque aliquet libero quis. Based on half-image campaign style CTAs and links in bright accent colour Highlighted text effect Images in squares Use of gradient icons Redefine at Stirling Redefine at Stirling University of Stirling 2016 View in browser Unsubscribe University of Stirling 2016 View in browser Unsubscribe 33

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