Cedarville University Athletics Brand Guidelines

Cedarville University Athletics BRAND GUIDELINES Prepared by the Creative Services Department, Cedarville University | 2024

Table of Contents About the Brand. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Logos and Wordmarks. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3–8 Colors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9–10 Brand Fonts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11–12 Brand Elements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13–14 Colors and Gradients. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15–16 Patterns and Textures. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17–24 Photography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25–32 Typography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33–34 Layout Design. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35–40

1 ABOUT THE BRAND The Cedarville Athletics brand is related to — but distinct from — the University’s brand. While the mission of the Athletic department must always support the mission of the institution as a whole, the positioning and brand personality differ. The Cedarville Athletics Department is vibrant and growing, and is aggressively pursuing excellence in character as well as excellence in competition. The athletic programs at Cedarville embody and amplify school spirit and build community. Like the small-but-mighty insects for which they are named, the Cedarville Yellow Jackets pack quite a punch. They are aggressive and indomitable and should never be underestimated. SYNONYMS AND ANTONYMS: THE CU MASCOT IS • Competitive • Confident • Spirited • Dominant • Aggressive THE CU MASCOT IS NOT: • Combative • Arrogant • Mean-spirited • Destructive • Hostile

3 “Yellow Jackets” wordmark “Cedarville” wordmark “C” logo “CU” logo Yellow Jacket MascotU Yellow Jacket Mascot Logo Yellow Jacket Mascot Lockup LOGOS AND WORDMARKS Cedarville’s mascot is designed for flexibility. This artwork kit has everything you need to properly reproduce the Yellow Jacket consistently while giving you options. You can use the mascot by itself, the type by itself, or both elements together. There are multiple options for the Initials as well. While we strongly suggest using the fullcolor versions, we recognize that that’s not always possible. This artwork kit will allow you to reproduce the mascot in multiple situations. If you are unable to find a version of the mascot that fits your needs or application, contact Creative Services for help. “Yellow Jackets” wordmark

4 Prepared by the Creative Services Department, Cedarville University | 2024 ۰ ©2024 Cedarville University LOGOS AND WORDMARKS YELLOW JACKET MASCOT LOGO 1. This is the main, full-color athletic logo. It should be used in most circumstances; however, alternative color options are available if necessary. YELLOW JACKET LOCKUP 2. This is the mascot logo with the banner graphic added. If you need to specify that the yellow jacket represents Cedarville Athletics, use this. 1a. 2. 1b.

5 LOGOS AND WORDMARKS YELLOW JACKET MASCOT LOGO DON'T 1. Don't edit the colors of the logo in any way. Alternative color options are provided in the brand resourses library. 2. Don't remove the white outline from the logo for any reason. 3. Don't stretch, skew or rotate the logo in any way. 4. Don't edit or change the logo in any way. 1. 2. 3. 4.

6 Prepared by the Creative Services Department, Cedarville University | 2024 ۰ ©2024 Cedarville University LOGOS AND WORDMARKS SPORT-SPECIFIC LOCKUPS The sport-specific lockup has two typographic components. The word “Cedarville” is a custom-designed wordmark that cannot be typeset or changed. The secondary typographic component is where the words “Yellow Jackets” are displayed in a blue banner. DO 1. This type has been designed to be retyped for sport-specific applications. • This type must always be set in Aktiv Grotesk Extended Black. DON'T 2. Don't use for anything other than a sports team. 1. 2.

7 LOGOS AND WORDMARKS WORDMARKS 1. These are mostly reserved for official athletic apparel, uniforms, or facility branding. INITIALS 2. These are also mostly reserved for official athletic apparel, uniforms, or facility branding. When they are used, "Cedarville Yellow Jackets" or "Cedarville University Athletics" should be included to give context. 1a. 1b. 2a. 2b.

9 COLORS Blue and gold: some things never change— nor should they. Below are the official colors for the Cedarville Athletics mascot and artwork kit. The primary colors are shared by the University brand. The secondary colors could also be called “accent” colors. Used correctly, they enhance the primary colors without detracting from or dominating them. • The blue color used in the Athletics brand is a shade darker than the blue used in the University logo. This adds more exciting visual contrast and helps the athletic logo match apparel that comes in a standard navy fabric. PMS 130 C C0, M30, Y100, K0 R245, G168, B0 #F5A800 PMS 152 C C5, M66, Y100, K0 R232, G117, B36 #E87524 PMS 2965 C C100, M78, Y48, K54 R0, G38, B61 #00263D PMS 306 C C81, M4, Y5, K0 R0, G75, B220 #00AFDC Primary Secondary

11 BRAND FONTS The Athletics Department brand includes a main font, Acumin Pro, and supporting fonts for various uses ranging from general athletics promotion, student spirit, advertising, and formal athletic events. ACUMIN PRO The main type family for Athletics Department promotion is Acumin Pro. This type family is extremely flexible, containing five different fonts ranging from extra condensed to wide. MENO TEXT This serif font is for longform content like brochures or event programs. It should never be used as a headline or main font; it is purely for supporting copy. ACUMIN PRO REGULAR The red fox jumped over the hill. ACUMIN PRO BOLD The red fox jumped over the hill. ACUMIN PRO ULTRA BLACK The red fox jumped over the hill. MENO TEXT REGULAR The red fox jumped over the hill. MENO TEXT SEMI BOLD The red fox jumped over the hill. MENO TEXT BOLD The red fox jumped over the hill. ACUMIN PRO EXTRA CONDENSED REGULAR The red fox jumped over the hill. ACUMIN PRO EXTRA CONDENSED BOLD The red fox jumped over the hill. ACUMIN PRO EXTRA CONDENSED ULTRA BLACK The red fox jumped over the hill.

12 Prepared by the Creative Services Department, Cedarville University | 2024 ۰ ©2024 Cedarville University SUPPORTING FONTS Athletic promotion requires flexibility, so the following display fonts were selected to allow for more creative and energetic expression when needed. BRUSH KING go yellow jackets FACTORIA GO YELLOW JACKETS FLOOD go yellow jackets

13 BRAND ELEMENTS Textures, patterns, and colors need to be used consistently to create a cohesive brand identity. The following swatches show how these elements can be combined to create unique and engaging backgrounds. Grain Half-tone Hexagon TEXTURES COLOR GRADIENTS COLOR + TEXTURE

15 COLORS AND GRADIENTS Brand colors can be mixed together using the gradient tool in Adobe Illustrator or Photoshop to create backgrounds. DO 1. Use brand colors to create interesting background for layouts. 2. Consider the final design when choosing colors. Make sure photos and colors complement each other, and that type will be legible. MATCH CEDARVILLE YELLOW JACKETS SOFTBALL . . // HOME DAY! 1. 2.

16 Prepared by the Creative Services Department, Cedarville University | 2024 ۰ ©2024 Cedarville University COLORS AND GRADIENTS DON'T 1. Don't overuse secondary colors; make sure to find a balance where at least one primary brand color is used. • Using Pantone 2965 or Pantone 130 as the primary color in the gradient is a good rule of thumb. 2. Don't use off-brand colors. It is never acceptable to use colors not specified for the Athletics Department brand. 1. 2.

17 PATTERNS AND TEXTURES HEXAGON PATTERN Follow these steps to create the hexagon pattern in Adobe Illustrator. 1. Create a field of perfectly aligned hexagons. The flat edges should be facing up and down. 2. Select all hexagons and enter the "Transform Each" tool. 3. Scale to 80%, set the angle to 25°, and select the "Random" toggle box. 4. Click "OK" and you will have the correct hexagon pattern.

18 Prepared by the Creative Services Department, Cedarville University | 2024 ۰ ©2024 Cedarville University PATTERNS AND TEXTURES HEXAGON PATTERN DO 1. Explore color combinations between the hexagon pattern and a solid background color. 2. Explore transitions between the positive and negative space of the hexagons. 1a. 2. 1b.

19 PATTERNS AND TEXTURES HEXAGON PATTERN DON'T 1. Don't scale the pattern too large or too small. 2. Don't use clashing colors between the pattern and its background. • The colors should complement each other and create a subtle background. 3. Don't angle the pattern. • The hexagons should always be oriented with their flat edges up and down. 4. Don't stretch or scale the pattern disproportionately in any way. 1. 2. 3. 4.

20 Prepared by the Creative Services Department, Cedarville University | 2024 ۰ ©2024 Cedarville University PATTERNS AND TEXTURES HALFTONE EFFECT DO 1. Apply the halftone texture over a background color or gradient to add texture and interest. • Keep the color subtle. Apply a screen or overlay effect to add transparency and help it blend into the background. 2. Apply the texture over photography. 3. Use it as a texture by itself to add interest to a design with white space to fill. 1. 2. 3.

21 PATTERNS AND TEXTURES HALFTONE TEXTURE DON'T 1. Don't overemphasize the texture. It is a supporting element. 2. Don't scale the texture too large. It is not intended to be dominant. 3. Don't use the texture with the hexagon pattern. It is too busy and distracting. 1. 2. 3.

22 Prepared by the Creative Services Department, Cedarville University | 2024 ۰ ©2024 Cedarville University PATTERNS AND TEXTURES GRAIN A grain effect can be applied to any background or image to add interest and depth. There are a variety of methods, but here is one method in Adobe Illustrator for adding grain to a gradient background: 1. Make a copy of the background you want to add grain to. 2. Select the copy and open the "Effects>Texture>Grain ..." menu. 3. Adjust the intensity and contrast options until a good balance is established between color retention and grain visibility. Click OK. 4. Apply the "Overlay" effect and adjust opacity until the grain is clearly visible but the original background color is as close to normal as possible. 2. 3. 4.

23 PATTERNS AND TEXTURES GRAIN DO 1. Apply grain to gradient backgrounds to add grit and texture. 2. Apply grain to photos to do the same. 3. Apply grain to a white background to add interest to negative space. MATCH CEDARVILLE YELLOW JACKETS SOFTBALL . . // HOME DAY! 1. 2. white out night! C E D A R V I L L E Y E L L O W J A C K E T S M E N ’ S B A S K E T B A L L AWAY GAME . . | P.M. YELLOW JACKETS VS WISCONSIN PARKSIDE 3.

24 Prepared by the Creative Services Department, Cedarville University | 2024 ۰ ©2024 Cedarville University PATTERNS AND TEXTURES GRAIN DON'T 1. Don't overdo it. Grain is a supporting texture. It is not supposed to grab attention for itself. 2. Don't let grain affect the original colors too much. It should be a subtle effect that adds to the composition without skewing colors. 1. 2.

25 PHOTOGRAPHY COLOR Photos should be edited to be high-contrast, vibrant, and exciting. The grain effect can be applied to add grit and a sense of action to the images. Edited RAW Edited RAW Brand Elements

26 Prepared by the Creative Services Department, Cedarville University | 2024 ۰ ©2024 Cedarville University PHOTOGRAPHY BLACK ANDWHITE Contrast is key for black and white photos. They should be high contrast and punchy. The subject should very clearly be the first thing to catch the eye. Edited RAW Edited RAW Brand Elements

27 PHOTOGRAPHY PHOTO EDITING Photos shot in a RAW format will always need to be edited for color correction and proper lighting. Keep in mind that Cedarville Athletics photos should be edited to be high contrast, vibrant, and exciting. 1. Open your image in the Photoshop Camera RAW editor, then click the "Light" menu panel. Adjust the exposure, shadows, highlights, and blacks and whites levels until the image is well lit. • Shadows should be dark but not pure black. Highlights should be bright but not pure white or over exposed. 2. Find the “White Balance Tool” button at the top of the "Color" menu. Find a neutral gray area within the image and click it to automatically correct the white balance. • If a neutral gray area is not available, you can also find a white area, but this is less accurate. Brand Elements 1. 2.

28 Prepared by the Creative Services Department, Cedarville University | 2024 ۰ ©2024 Cedarville University PHOTOGRAPHY PHOTO EDITING 3. Also under the "Color" menu are the vibrance and saturation settings. Use these to make the colors bolder. Be careful to not over-do these settings. 4. Find the "Effect" menu and adjust the texture and clarity settings. These are subtle effects used to bring more contrast and grit to the image. 3. 4.

29 PHOTOGRAPHY COLOR OVERLAY Color overlay effects can be applied to add interest or tone down an image for use in a background. 1. In Adobe Photoshop, create a "Gradient Map" adjustment layer. 2. With the adjustment layer selected, click on the gradient editor to select colors. 3. Select a lowlight and highlight color. As a general rule, the highlight color should be a brand color. The lowlight color will need to be eyeballed; it needs to be dark enough to create contrast. 4. This will create a duotone image that is much cleaner and more precise than using overlay effects. Brand Elements 1. 3. 4. 2.

30 Prepared by the Creative Services Department, Cedarville University | 2024 ۰ ©2024 Cedarville University PHOTOGRAPHY COLOR OVERLAY DO 1. Make sure the image retains enough contrast. • Decide which brand color you plan to use as the main color, highlight or lowlight, and adjust the secondary color to complement it. 2. Use contrasting colors to create interesting images. • Pantone 2965 and an edited hue of Pantone 130 were used to create this image. 3. Create low-contrast images for backgrounds. • Be careful to keep enough detail for the image to retain context. Brand Elements 1. 3. 2.

31 PHOTOGRAPHY COLOR OVERLAY DON'T 1. Don't make the image too lowcontrast. • Bring the highlight color up in brightness to allow more detail to come through. 2. Don't make the image too high-contrast. • The gradient map is too strong here. All detail is being lost in the highlights and shadows. 3. Don't move too far away from the original brand colors. • Pantone 306 is used as the main color, but the yellow highlight color is too far removed from brand colors. Brand Elements 1. 3. 2.

33 TYPOGRAPHY DISPLAY FONTS Acumin Pro should be used as the main font in all promotional designs and layouts. However, a display font can be used in specific circumstances to add excitement and energy. DO 1. Limit the use of a display font to one element in the design. Use it as another design element that will interact with the layout in interesting ways. • In this case, "Game Day" is drawn large and bold, interacting with the athlete and background in a fun and energetic way. 2. Use Acumin Pro for all other typography. game C E D A R V I L L E Y E L L O W J A C K E T S day WISCONSIN PARKSIDE YELLOW JACKETS VS GO YELLOW JACKETS! GO YELLOW JACKETS! GO YELLOW JACKETS! GO YELLOW JACKETS! GO YELLOW JACKETS! 1. 2.

34 Prepared by the Creative Services Department, Cedarville University | 2024 ۰ ©2024 Cedarville University TYPOGRAPHY DISPLAY FONTS DON'T 1. Don't use a display font for anything other than a short headline or main graphic. 2. Don't use a display font at small sizes or for more than one to three words. They are intended as design elements, not as a type layout tool. 3. Don't use more than one display font in a composition or design. Pick one and use Acumin Pro for all other typographic needs. GAME C E D A R V I L L E Y E L L OW J A C K E T S DAY WISCONSIN PARKSIDE YELLOW JACKETS VS GO YELLOW JACKETS! GO YELLOW JACKETS! GO YELLOW JACKETS! GO YELLOW JACKETS! GO YELLOW JACKETS! 1. 2. 3.

35 Artwork Examples LAYOUT DESIGN DO 1. Prominently include "Cedarville Yellow Jackets" in all stand-alone pieces. 2. If promoting a sporting event, make sure to name the specific sport in the design. 3. If possible, include the main Yellow Jacket Mascot logo at a scale appropriate to the media type. 4. If promoting a sporting event, include all important details in the graphic, such as home/away, date, time, and the opponent. SOFTBALL MATCH CEDARVILLE YELLOW JACKETS WISCONSIN PARKSIDE YELLOW JACKETS GO LADY JACKETS! GO LADY JACKETS! GO LADY JACKETS! GO LADY JACKETS! GO LADY JACKETS! AWAY // . . // P.M. 1. 2. 3. 4.

36 Prepared by the Creative Services Department, Cedarville University | 2024 ۰ ©2024 Cedarville University LAYOUT DESIGN DON'T 1. Don't promote a sporting event without prominently including "Cedarville Yellow Jackets." 2. Don't use the Yellow Jacket logo as the only Cedarville Athletics identification. • Boldly include "Cedarville Yellow Jackets" in a prominent position in the layout. 3. Don't use the Yellow Jacket Sport Lockup at small sizes. • It does not scale well for digital media. • It uses an inefficient amount of space when compared to spelling out "Cedarville Yellow Jackets." • Use the main Yellow Jacket Mascot logo instead. 4. Never exclude important details, such as home/away, date, time, and the opponent. • It is important to include this information in the graphic and not push it to social media captions where it could be overlooked. GO LADY JACKETS! GO LADY JACKETS! GO LADY JACKETS! GO LADY JACKETS! GO LADY JACKETS! MATCH DAY! WISCONSIN PARKSIDE YELLOW JACKETS 1. 2. 4. 3.

37 WISCONSIN PARKSIDE YELLOW JACKETS VS MATCH DAY! CEDARVILLE YELLOW JACKETS GO LADY JACKETS! GO LADY JACKETS! GO LADY JACKETS! GO LADY JACKETS! GO LADY JACKETS! SOFTBALL // . . // HOME LAYOUT DESIGN DO 1. Display fonts can interact with images and other design elements, but it must remain legible. 2. Make sure the background colors complement the athlete's uniform, and make sure there is enough contrast between them and the background. 1. 2.

38 Prepared by the Creative Services Department, Cedarville University | 2024 ۰ ©2024 Cedarville University DAY! WISCONSIN PARKSIDE YELLOW JACKETS VS CEDARVILLE YELLOW JACKETS GO LADY JACKETS! GO LADY JACKETS! GO LADY JACKETS! GO LADY JACKETS! GO LADY JACKETS! SOFTBALL // . . // HOME MATCH LAYOUT DESIGN DON'T 1. Don't place "Cedarville Yellow Jackets" below sport-specific content. If the layout places them near each other, the sportspecific details should be secondary. 2. Don't place graphics or text over an athlete's face. Their face should always remain completely visible and unobscured. 3. Don't make text illegible by placing it behind an image or graphic element. • Text can partially hide behind an image or graphic element, but it must always remain fully legible. 4. Don't choose a background that blends in with an athlete's uniform. • Make sure to choose colors that create good contrast. 1. 2. 3. 4.

39 LAYOUT DESIGN ARTWORK EXAMPLE WOMEN’S BASKETBALL // P.M. MEN’S BASKETBALL // : P.M. C E D A R V I L L E Y E L L O W J A C K E T S SPRINGFIELD COMMUNITY DAY All community members who bring this postcard or proof of residency receive free admission to the game! Saturday, January 28

Prepared by the Creative Services Department, Cedarville University | 2024

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