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Clarion University Brand Manual

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Courageous. Confident. Clarion.

BRAND MANUAL

1

Introduction

5

The Power of Branding

6

Brand Positioning Statement

7

Brand Essence: Courageous. Confident. Clarion.

8

The Brand Essence in Action

9

Brand Promises
10

Tradition of Excellence

12

Courageous Vision

14

Inspiring Confidence

16

Transformative Experiences

18

Brand Personality & Voice

19

Color Palette

20

Brand Typography

23

Brand Signature Graphic

24

University Signature

25

Signature Lockups

26

Athletics Marks

27

Brand Graphic Elements

28

Photography

29

Design Applications

33

Managing the Brand

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4

Clarion University Brand Manual

Mission & Vision

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3

Courageous. Confident. Clarion.

Table of Contents

2

Mission & Vision

“

CLARION UNIVERSITY MISSION STATEMENT

I have always considered Clarion
University to be a school where
you could easily fit in and build
on your strengths. It gives you the

Clarion University of Pennsylvania provides
transformative, lifelong learning opportunities
through innovative, nationally recognized programs
delivered in inclusive, student-centered environments.

courage to pursue your dreams

Courageous. Confident. Clarion.

Clarion University will be a leader in high-impact
educational practices that benefit students,
employers and community partners.

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—Alumnus

CLARION UNIVERSITY VISION STATEMENT

Clarion University Brand Manual

you can do it!

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”

and the confidence to know that

3

Introduction

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Together, we have the power to shape the future of Clarion University. In our daily work,
each of us has an opportunity to lead by example. The purpose of this manual is to help
us do just that—to articulate in a consistent and compelling manner what it means to be
Courageous. Confident. Clarion.

Clarion University Brand Manual

In today’s increasingly competitive marketplace, it is critical that we convey
Courageous. Confident. Clarion. to the world in a compelling and consistent manner.
We must distinctively define the university in the minds of not only the students and
faculty we are recruiting but also the constituents who influence our funding, the
donors and friends who give generously of their time and resources, and the businesses
and organizations whose partnerships are so vital to our success.

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To ensure Clarion University is well positioned for the future, we embarked on an
intensive, yearlong research and branding process to better understand how to
communicate more precisely and powerfully what makes us who we are and how that
is different from other universities not only in the Pennsylvania State System of Higher
Education (PASSHE), but also in western Pennsylvania and the surrounding region.
Countless hours of discussion and surveying of nearly 2,000 members of the university
family led us to a defining ethos—Courageous. Confident. Clarion.—that embodies the
hardworking, focused and collaborative way we approach our lives and our work.

Courageous. Confident. Clarion.

As Clarion University rises up to the challenge of thriving as a public institution in the
21st century, we are called upon as a community to think ambitiously and act boldly to
ensure that we can fully achieve our mission, vision and strategic goals. By placing our
focus on the greater good, our drive and determination are guided by our enduring
commitment to effectively serve the complex and changing needs of our students,
employers and community partners.

4

The Power of Branding

“

When you hear the name “Clarion University,” what comes to mind?

feel like everyone is ready to help

”

and teach me the skills that I need.
—Prospective Student

the promise we make to students, employees, alumni and friends. It is
a combination of our defining strengths and institutional aspirations,
communicated through strong messages and robust imagery.
A brand is the sum total of all the associations people have about us: what a high school
student thinks when he decides to apply, how an alumnus defines Go Eagles! Go! or what
a legislator believes about us when she is making budget decisions. These perceptions
are important and can have real financial implications. Even more important, those
associations are something we can—and must—help to shape.
In 2013, thousands of Clarion University students, alumni, faculty, staff, friends and
community leaders participated in a comprehensive research study about what makes
our university special and distinctive. From this research, Clarion University’s competitive
advantage was distilled into a messaging platform and creative concept that illustrates our
brand promise. It translates our mission and vision into a competitive advantage and
defining strengths that:
•D
ISTINGUISH Clarion University not only within PASSHE but also in Pennsylvania and
the surrounding region.
•E
XPLAIN the value and benefits of the individualized attention and practice-based
education that are so fundamental to our mission.
•C
APTURE the spirit and energy of our unique campus community and culture.
This brand manual serves as a guide to telling the Clarion University story. It gives all of us
a new set of language and creative tools to position the university as a vibrant producer of
confident, successful graduates for western Pennsylvania and beyond. We encourage you
to use these tools in your daily efforts to communicate the university’s distinctiveness.

Courageous. Confident. Clarion.

of Clarion University. It makes me

the goal of defining the university’s brand. Simply put, our brand is

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like you can do it with the support

one that all university stakeholders can embrace and champion—is

Clarion University Brand Manual

your attention and makes you feel

Creating a precise, powerful and inspiring answer to that question—

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Courageous. Confident. Clarion. grabs

5

Brand Positioning Statement

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CLARION UNIVERSITY POSITIONING STATEMENT

Clarion ingrained a sense of

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perseverance and contributed
to my success in life.
—Alumnus

A positioning statement is a concise vision of what an institution
is and how it wishes to be perceived in the marketplace. An
internal resource, the positioning statement is not meant for public
dissemination. Rather, it provides a marketing mission statement that
can help to focus communications and guide the selection of stories
and messages that will best leverage the strengths and distinctions
of Clarion University.
Clarion University’s positioning statement characterizes both the knowledge and skills
offered and the desired outcomes:
•C
ONSISTENTLY PROVIDES RELEVANT PROGRAMS—characterizes the philosophy
that a solid foundation in the arts, humanities, mathematics and science—coupled
with hands-on learning within a disciplinary or professional area of study—is the
educational standard at Clarion University.
• PRACTICE-BASED LEARNING EXPERIENCES—characterizes the demand-driven
programs and learning experiences offered, as well as the caliber of faculty and staff
who best exemplify the Clarion University difference.
•E
VER-CHANGING NEEDS OF STUDENTS, COMMUNITY AND THE WORKFORCE—
characterizes the forward-thinking approach to continuously assessing and
responding to enrollment demands and workforce trends, which results in reciprocal
benefits for all constituents served by Clarion University.

Courageous. Confident. Clarion.

came to believe in ourselves.

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possible; as students, we

Clarion University Brand Manual

more than I ever dreamed

Clarion University consistently provides relevant
programs and practice-based learning experiences
to fulfill the ever-changing needs of its students, its
community and the 21st-century workforce.

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Clarion University provided

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BRAND ESSENCE:

Courageous. Confident. Clarion.

I find it very inspiring.
—Alumnus

Clarion University’s brand essence—Courageous. Confident. Clarion.—embodies the
university’s legacy as a public institution that believes in the potential of every student.
It reflects a way of thinking and acting that is shared by the faculty, the staff and the students
who are attracted to the supportive and hardworking mindset of the university.
For our students—many of whom are from rural western Pennsylvania, many of whom are
first-generation college students—Courageous. Confident. Clarion. reflects the deep desire
to rise up to the challenge of attending college and the triumph in attaining the knowledge,
skills and real-world experiences needed to succeed in their personal and professional lives.
For faculty and staff, Courageous. Confident. Clarion. reflects an extraordinary commitment
to providing personalized attention and forming mentoring relationships in a close-knit
environment that inspires each student to achieve success in pursuit of a better life.
As an embodiment of our institution, Courageous. Confident. Clarion. conveys the
perseverance and passion—in a word, the grit—that Clarion University demonstrates as
it meets, head-on, the challenges of remaining viable in the 21st century. It also projects
the university's strength and resilience—the grace—to adapt, reinvent and innovate its
educational offerings in service to its students and to the greater good of the region
and the state.

Courageous. Confident. Clarion.

”

will experience at Clarion.

touchstone for conveying our essential value.

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the transition and the journey you

be the leading idea in all institutional communications and serve as a

Courageous. Confident. Clarion. is more than a tagline. It’s a culture, a philosophy, to be
consistently and positively conveyed in the way all members of the campus community tell
the university’s story. It acknowledges the institution’s history, growth and evolution while
reinforcing the value of the unique Clarion experience.

Clarion University Brand Manual

Courageous and confident speak to

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“

The brand essence is a memorable word or phrase that is intended to

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The Brand Essence in Action

Courageous. Confident. Clarion. serves as an overarching theme for
both formal and informal communications. While the phrase itself
serves as a tagline, the meaning behind it stands as the “big idea” to
be conveyed across the entire marketing platform. The brand essence
can be incorporated in many ways on every type of communication,
from print publications and Web pages to social media and video
advertising. It can even guide conversations with friends, colleagues

• How is the subject taking knowledge outside of the classroom, applying
it in real-world situations and using it to benefit others?
• How does the story showcase the transformative power of one-on-one
or close collaboration between or among faculty, staff and students?

• How does the story exemplify the transformative power of courage and/or
confidence attained at Clarion University that results in a positive outcome on
a personal and/or professional level?
• How does the story demonstrate the institution’s ability to provide innovative
programming in demand-driven areas of regional growth?

• How does the story demonstrate positive impact on and/or importance
to western Pennsylvania’s economy, culture or body of knowledge?

•H
ow does the story showcase creative interdisciplinary collaborations
and powerful partnerships with business and industry that are allowing
the institution to meet the workforce needs of the region?

• How does the story show a significant and meaningful partnership with, or
contribution to, the community?

•H
ow does the story portray an opportunity uniquely characteristic to the
location of Clarion University?

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• How does the story illustrate compelling benefits of the university’s
practice-based education?

Clarion University Brand Manual

To reinforce the brand essence, consider the following questions when
developing communications:

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ASK YOURSELF

Courageous. Confident. Clarion.

and the community.

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Brand Promises

they represent the core ideas to promote in both internal and
external marketing communications. They are not meant for public

“

Clarion University is a good place to be and a good place to start.
I would not be where I am today.

dissemination verbatim. Think of them as a lead or topical phrase
for which specific institutional examples can be offered as evidence.

—Alumnus

Incorporating these core ideas into written and oral communications, particularly with
audiences who influence recruitment and reputation, will begin to cement the brand in
the minds of these stakeholders. For each brand promise, this brand manual provides
additional supporting language and concrete examples to consider in generating ideas
and copy in your communications projects.

“

THE FOUR BRAND PROMISES
OF CLARION UNIVERSITY ARE:

Clarion University is forward thinking. They have some tough
decisions to make, and they're making them. In all areas,

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each degree or program is seen as a line of business that
fits in the marketplace.

—Alumnus

”

Being in a small setting, I was able to mature. If it weren't for Clarion

#1

Tradition of Excellence

#2

Courageous Vision

#3

Inspiring Confidence

#4

Transformative Experiences

Courageous. Confident. Clarion.

heart of the university’s brand. Aspirational and thematic in nature,

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are credible, compelling, research-based messages that are the

Clarion University Brand Manual

then the brand promises define “how we do it.” Brand promises

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If the positioning statement describes “what we do differently,”

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BRAND PROMISE #1

“

Tradition of Excellence

research.

—Faculty Member

This promise focuses on the vital role Clarion University plays in providing students with
the thinking and problem-solving skills that will carry them forward in life. These benefits
accrue through the dedication of Clarion's expert faculty and the depth and breadth of
Clarion's nationally recognized academic programs.
The goal is to reinforce the relevance of Clarion University’s academic mission, which
extends across all disciplines and ensures students are well prepared, beyond the first job,
for a lifetime of success.
When writing about this brand promise, focus on faculty who excel or use innovative
teaching methods, alumni who praise their Clarion education as the foundation to their
success, and employers who seek out Clarion graduates for their ability to lead and
contribute to an organization.

Courageous. Confident. Clarion.

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philosophy of education and

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classes and the studentcentric

Clarion University Brand Manual

University because of the small

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“I chose to teach at Clarion

Attracting faculty of the greatest caliber to lead
programs that earn the highest levels of accreditation
has long been a hallmark of Clarion University.
In this environment of academic excellence, motivated
students become confident graduates who are
uniquely prepared to not only meet, but to transcend,
the challenges of the 21st century.

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TRADITION OF EXCELLENCE: INSIGHT BY AUDIENCE

•E
mployer testimonials of the relevance and value of the broad and
transformational Clarion academic experience—and its resulting skill set—in the
21st-century economy.
•S
tories of alumni detailing how their Clarion University education provided a
solid foundation for their personal or professional success.

PROSPECTIVE AND CURRENT NONTRADITIONAL STUDENTS
As a nontraditional student, you will benefit from Clarion University's long tradition of
excellence, including faculty of the highest caliber and academic programs accredited
at the highest level, as well as its strong commitment to nontraditional education.
Sample Proof Points:
•E
xceptional faculty demonstrating innovative teaching methods to meet
the special academic needs of adult students.
•N
ontraditional alumni who attribute their career success to the highest-quality
skills and knowledge delivered by Clarion University.
•T
estimonials of employers who value the opportunity to hire Clarion University
graduates, particularly nontraditional graduates.

• Fellow alumni describing how their Clarion University education provided a
solid foundation that continues to contribute to their success.
• Faculty who shine as much for their inspired teaching and attention to
students as for their scholarly expertise.

EXTERNAL FRIENDS AND COMMUNITY
Clarion University has long contributed to growth and prosperity in western
Pennsylvania, from the health of our communities to the strength of our economy.
Sample Proof Points:
•C
larion graduates whose ability and leadership are instrumental in the
progress of their community or the productivity of their company.
• Contributions made by academic initiatives that strengthen the
region's economy.
• Community members who have leveraged continuing education at Clarion
University into better opportunities for themselves and their families.

FACULTY AND STAFF
At Clarion University, you will join a passionate community of faculty and staff who
are distinguished by their scholarly excellence and innovative teaching methods
and who find personal satisfaction in helping students to develop the courage,
confidence and skills needed for a lifetime of success.
Sample Proof Points:
•F
aculty who exemplify scholarly excellence, area expertise and
connectedness to students.
• Current students, traditional and nontraditional, or alumni who attribute
personal and academic transformation to an outstanding faculty member.
• Faculty who receive honors for achievements in teaching innovation and/or
scholarly pursuits.

Courageous. Confident. Clarion.

Sample Proof Points:
•O
utstanding faculty experts who connect students with the market advantage
of cutting-edge knowledge and insights.

Sample Proof Points:
•C
urrent students, traditional and nontraditional, who illustrate the
confidence and courage to achieve and succeed academically—sometimes
in unexpected ways.

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At Clarion University, you will benefit from faculty and staff who share their expertise
with students in dynamic and inspiring ways, providing the solid foundation necessary
to achieve and succeed in the 21st century.

You built your success on the quality of your Clarion University education, from
knowledgeable professors to innovative programs. Your support ensures that
today's students enjoy that same tradition of excellence.

Clarion University Brand Manual

PROSPECTIVE AND CURRENT TRADITIONAL STUDENTS AND PARENTS

ALUMNI

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Targeting the interpretation of brand promises for specific audiences will increase
the effectiveness of communication efforts. Tradition of Excellence resonates with
different audiences in different ways, allowing for targeted messaging.

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BRAND PROMISE #2

“

development. The willingness to
partner and collaborate in higher
education in the 21st century sets

”

Clarion apart. They’re not afraid
to be bold.

—Community Leader

This promise speaks to the university’s focus on the future of not only the institution but
also of the greater region, providing a vision of what can be accomplished by working
together. In many ways, this promise is both a rallying cry and a reminder that confidence
and courage are often what it takes to face challenges head on and advance to a stronger
position. The can-do spirit of the entire campus community is what is helping to carry the
institution forward.

This promise characterizes Clarion University as a responsible and active contributor to
the economic health and sustainability of the immediate region and beyond. It provides
an opportunity to showcase the hard work and smart decisions of university leaders who
think critically and act boldly, thus ensuring a bright future for those it serves—students,
employers and the community. It tells students that this is a university that respects their
determination and is committed to providing programs that will prepare them for jobs in
the 21st century.
The goal is to portray Clarion University as a forward-thinking institution that proactively
and continuously evolves the design and delivery of programs at all levels (undergraduate
and graduate) to keep pace with professional workplace demands, producing graduates
who are well equipped with workforce-ready skills in regional, demand-driven fields.
When writing about this brand promise, focus on the power of creative collaboration—
among individuals, groups, communities and organizations—to drive positive change
and produce tangible outcomes.

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programs geared to workforce

Clarion University Brand Manual

reaching out and developing

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Clarion University is a leader in

As a committed contributor to the economic
health and sustainability of western Pennsylvania,
Clarion University focuses on providing innovative
programming in demand-driven areas of regional
growth. Creative interdisciplinary collaborations
and powerful partnerships with business and industry
are allowing us to produce graduates who are
prepared to meet the needs of the region’s employers
in dynamic and highly flexible ways.

Courageous. Confident. Clarion.

Courageous Vision

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COURAGEOUS VISION: INSIGHT BY AUDIENCE

• Testimonies of recent Clarion graduates whose workplace-ready skills allowed
them to make immediate and significant contributions to their organizations.
• Current students pursuing degrees via an industry or academic partnership
that aligns with the university’s programs of focus (i.e., education, health,
business, science, technology and math) and/or other demand-driven
fields of study.

PROSPECTIVE AND CURRENT NONTRADITIONAL STUDENTS
You have the courage to pursue greater opportunity; Clarion has the vision to deliver
flexible and innovative adult education in demand-driven career fields.
Sample Proof Points:
• Testimonials from adult learners as to the quality, convenience and relevance
of Clarion's innovative nontraditional academic programs (e.g., online delivery
through Clarion University—Online).
• Success stories from nontraditional graduates who achieved career progression
after earning additional credentials at their own pace.
• Academic and industry partnerships that enable career advancement
(e.g., academic partnerships with Edinboro University and Butler Community
College or industry partnerships via Allied Health programs).

• Examples of employers hiring Clarion graduates who are providing value
and leadership to their organizations.
• Profiles of alumni whose informed vision and entrepreneurial spirit have
jump-started business and community ventures—while exemplifying the
Clarion ethos.

EXTERNAL FRIENDS AND COMMUNITY
Clarion University's focus on providing innovative programming to meet workforce
demand is contributing to the sustainability of the region's economy and the
prosperity of its people, families and communities.
Sample Proof Points:
•A
cademic and industry partnerships that benefit from a collaborative
engagement with the university. For example, internships and/or hands-on
learning that equips graduates with industry-specific skills, so they're ready
to make an immediate contribution when hired.
• Innovative collaborations on and off campus that engage the region's
businesses and lead to stronger, more prosperous communities.
• Regional outlook stories that provide opportunities to tie Clarion University
programming to positive economic trends and/or growth in hiring
and employment.

FACULTY AND STAFF
Clarion University's focus on providing innovative programs in demand-driven
fields creates exciting opportunities for faculty and staff to become leading
contributors to the region's economic growth.
Sample Proof Points:
•D
ynamic faculty engaged in creative interdisciplinary collaborations in
demand-driven fields.
• Examples of faculty involved in industry partnerships and curriculum design
to meet marketplace demand.
• Testimonies of industry leaders praising Clarion and its faculty for the
courage to envision the future, form partnerships and reengineer offerings
to keep pace with the marketplace.

Courageous. Confident. Clarion.

Sample Proof Points:
• Students whose personal triumphs—from pursuing a first audition to being a
family's first collegian—reflect the many kinds of courage embraced at Clarion.

Sample Proof Points:
•D
ynamic faculty engaged in industry partnerships, curriculum design and
student mentoring in today's high-interest career fields.

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Students find many rewards in Clarion's can-do spirit, from the personal growth that
comes with accepting a challenge to the professional success that builds from our
forward-thinking, 21st-century degree programs.

A degree from Clarion University positioned you for lasting success, in life and
work. When you support our innovative, workforce-ready approach to education
by giving back of your time and resources, you have the power to enable future
generations of students to achieve the same.

Clarion University Brand Manual

PROSPECTIVE AND CURRENT TRADITIONAL STUDENTS AND PARENTS

ALUMNI

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Targeting the interpretation of brand promises for specific audiences will increase the
effectiveness of communication efforts. Courageous Vision resonates with different
audiences in different ways, allowing for targeted messaging.

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BRAND PROMISE #3

“

Inspiring Confidence

about how I can do my part to
make a difference in the world;

”

it has just turned my life
completely around.
—Current Student

Clarion University’s close-knit and hardworking campus culture is strengthened by an
inclusive academic and social support system where people genuinely care about the
direction of students’ lives. Faculty and staff are intently focused on each student’s
well-being and success. They eagerly mentor students in and out of the classroom, putting
extra effort into encouraging them to think and explore outside their comfort zones.
In the context of this promise statement, the use of the word diverse conveys the idea
that there are many types of learners, with many types of learning styles, at many
different stages of their education within the Clarion University community.

This promise characterizes the Clarion University community as a place where faculty,
staff and leadership are dedicated to meeting students where they are to help them
achieve success. It underscores that at Clarion courage and confidence arise from
meaningful relationships among students, faculty and staff.
The goal is to portray Clarion University as a close-knit community where personal
attention and a commitment to individual success is the standard.
When writing about this brand promise, show how Clarion is a catalyst for the supportive
relationships—from one-on-one mentorships to communitywide partnerships—that inspire
students to become their best self and achieve personal and career success.

Courageous. Confident. Clarion.

here has caused me to think

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me to be a better person. Being

Clarion University Brand Manual

opened my mind and challenged

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Going to Clarion University has

Clarion University attracts the kinds of students who
are willing to work hard to get where they want in
life. Our faculty, staff and leadership are driven by
a deep sense of responsibility to this diverse and
motivated community of learners. We believe in
the transformative power of engaged teaching and
personalized mentoring to help our students achieve
their greatest potential.

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INSPIRING CONFIDENCE: INSIGHT BY AUDIENCE

• Results-oriented stories about programs and services that support students
academically and socially.
• Current students who reached outside their comfort zone and grew in
their confidence.

PROSPECTIVE AND CURRENT NONTRADITIONAL STUDENTS
Whether it's your first or second start, Clarion University is ready with the targeted
services and need-specific support system adult learners rely on to achieve their
next success.
Sample Proof Points:
• Stories of faculty and staff who go the extra mile to assist students
facing particularly difficult life-balance challenges.
• Results-oriented stories about programs and services offered to support
nontraditional students academically and socially.
• Recent nontraditional alumni stories of second-start, life-changing
transformations made possible by Clarion.

• Alumni stories of personal transformation and/or professional
accomplishment as a result of a Clarion mentor.
• Programs, services and networks that alumni can rely on at critical career
junctures, as evidence of the university's commitment to providing support
beyond graduation.

EXTERNAL FRIENDS AND COMMUNITY
Our graduates are hardworking, trustworthy people who benefited from
excellent mentoring at Clarion and strive to pay it forward in their personal
and professional lives.
Sample Proof Points:
• Stories of students and faculty who extend their Clarion values to
the community through volunteer work, service learning and other
outreach efforts.
• Testimonies of employers who praise the confidence and character of
Clarion graduates as distinct from their peers from other institutions.
• Profiles of alumni who, through personal initiatives or professional
contributions, are making a positive impact on the region.

FACULTY AND STAFF
At Clarion University, faculty and staff thrive in an environment that values
the challenge and reward of meeting students where they are to help them
achieve success.
Sample Proof Points:
• Outstanding faculty who demonstrate the power of providing personal
attention and mentoring to learners of all types.
• Current traditional and nontraditional students who attribute their success
to the powerful bonds formed with exceptional faculty and staff.
• Spotlights on Clarion initiatives that promote or reward superior teaching,
mentoring, and student support efforts by faculty and staff.

Courageous. Confident. Clarion.

Sample Proof Points:
• Profiles of students who overcame challenges and/or achieved distinctions
with the support of faculty, fellow students or the larger Clarion community.

Sample Proof Points:
• Examples of alumni who leverage their own success by supporting Clarion
University’s future and connecting with the current generation of students.

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At Clarion University, we value the differences among all learners and are committed
to providing the individualized attention that supports and challenges each student to
become his or her best self.

Graduates of Clarion University carry within them a deep desire to give back to the
university that believed in their potential and gave them the confidence to become
their best selves.

Clarion University Brand Manual

PROSPECTIVE AND CURRENT TRADITIONAL STUDENTS AND PARENTS

ALUMNI

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Targeting the interpretation of brand promises for specific audiences will increase the
effectiveness of communication efforts. Inspiring Confidence resonates with different
audiences in different ways, allowing for targeted messaging.

15

BRAND PROMISE #4

“

experiences were differentiating
factors on my résumé that

”

provided the credentials to
progress in my career.
—Alumnus

Clarion University’s commitment to integrating hands-on learning opportunities across a
broad mix of academic programs is a distinguishing component of its institutional mission,
vision and strategic directions.

This promise characterizes the important link between academic enrichment
and experiential learning that results in career adaptability—a benefit that lasts a lifetime.

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would not have otherwise. All

The goal is to showcase Clarion University and its students engaged in dynamic
experiential learning opportunities that result in lasting and reciprocal benefits to students,
employers and the community.
When writing about this brand promise, focus on the quality of the hands-on learning
experiences and the high potential for success after graduation.

Clarion University Brand Manual

to get involved in things I

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Clarion stretched me personally

Student success and workforce readiness are at
the heart of Clarion University’s commitment to
innovative, hands-on learning experiences outside of
the classroom. Our curriculum integrates a relevant
liberal arts foundation with exceptional internships,
innovative student-faculty research projects and
culturally enriching service-learning opportunities.
The result: Clarion students graduate with not only
the skills required to fulfill existing workplace demands
but also the drive, ingenuity and leadership experience
needed to grow and advance a successful career over
a lifetime.

Courageous. Confident. Clarion.

Transformative Experiences

16

TRANSFORMATIVE EXPERIENCES: INSIGHT BY AUDIENCE

• Stories of recent graduates who attribute job offers—and career success—to
the résumé-worthy learning experiences incorporated in a Clarion education.
• Community and industry leaders attesting that Clarion's practice-based
education results in multiple benefits: valuable workplace skills for students,
a pipeline of well-prepared potential employees for business, and direct
volunteer-based services for local communities, among others.

PROSPECTIVE AND CURRENT NONTRADITIONAL STUDENTS
At Clarion University, you will have access to real-world learning experiences that
complement and bolster your existing skills and knowledge.
Sample Proof Points:
• Current nontraditional student testimonials about the value of putting
knowledge into practice through such Clarion experiences as internships,
community service, travel-study and more.
• Profiles of nontraditional students who attribute their career progression—
whether a big promotion or a successful recareering—to the practical skills and
experience earned at Clarion.
• Testimonials from community and industry leaders who believe that Clarion's
practice-based approach to education produces graduates who have the
relevant, real-world experience to hit the ground running when hired.

• Prominent alumni who are connecting students and recent graduates with
professional opportunities (internships, interviews, etc.).
• Current students and fellow alumni who embody courage and confidence
resulting from their transformative experiences at Clarion.

EXTERNAL FRIENDS AND COMMUNITY
Graduates of Clarion University possess an outstanding breadth of relevant learning
and mentoring experiences that translate into immediate and tangible value for
employers and communities throughout the region.
Sample Proof Points:
•F
aculty profiles that showcase the integration of a liberal arts education
with practice-based learning opportunities within their disciplines.
• Stories of community or business leaders who have collaborated with
Clarion to develop student-learning experiences that meet the real,
targeted needs of their organizations.
• Students participating in community service or other hands-on learning
projects that build personal capacity while directly benefiting people
and communities.

FACULTY AND STAFF
Our faculty and staff pride themselves on their ability to integrate career-building
learning opportunities with foundational academic knowledge, resulting in a wellrounded education that prepares students for continual growth in their personal
and professional lives.
Sample Proof Points:
• Dynamic faculty engaged in student-faculty research projects that lead to
marketable skills for the student and tangible benefits for the greater community.
• Current traditional and nontraditional students involved in service-learning
projects led by outstanding faculty.
• Testimonies from industry leaders who value the innovative ways that
faculty prepare graduates for career success.

Courageous. Confident. Clarion.

Sample Proof Points:
• Current student testimonials about the value of putting knowledge into
practice through such Clarion experiences as internships, community service,
travel-study, student-faculty research projects and more.

Sample Proof Points:
•T
estimonials from alumni about how the skills they acquired on top of
academic knowledge are making a difference in their careers.

|

At Clarion University, you will have access to innovative hands-on learning
experiences in and beyond the classroom that provide you with a competitive
advantage upon graduation.

Clarion alumni value the competitive advantage that the university provides
through hands-on learning experiences. They have an opportunity to continue the
tradition by connecting with current students in a variety of ways, including career
networking, internships and mentoring.

Clarion University Brand Manual

PROSPECTIVE AND CURRENT TRADITIONAL STUDENTS AND PARENTS

ALUMNI

|

Targeting the interpretation of brand promises for specific audiences will increase
the effectiveness of communication efforts. Transformative Experiences resonates
with different audiences in different ways, allowing for targeted messaging.

17

Brand Personality & Voice

As important as what you say is how you say it. Focused and

Hardworking
Collaborative
Focused
Resilient
Driven
Ethically minded
Open-minded
Trustworthy
Persevering
Confident
Conscientious
Fun-loving

visual imagery that both reinforce and expand upon the brand essence,
communicators create the desired voice and tone of the school:
the brand personality.
Choose stories, words and images that convey a sense of energy, action and movement
toward a goal. At the same time, when crafting communications, avoid being overly wordy
and stay focused on the overarching takeaway (refer back to the “Ask Yourself” guiding
questions on page 8).
Adopt an editorial style that is consistently declarative, motivational and inviting. Project a
voice that is both strong and purposeful, yet contains an edge that conveys the deep desire
to rise up to the challenge of attaining the knowledge, skills and real-world experiences
needed to succeed both personally and professionally.
Position Clarion University as a collaborative, close-knit community in which individuals
find common ground and pursue a better life. And always include Courageous. Confident.
Clarion. as an overarching theme.
Communications should convey this confident yet down-to-earth mindset, evoking the
feel of a campus community that’s pragmatic yet full of promise, pride and enthusiasm.
In language and content, Courageous. Confident. Clarion. articulates how Clarion
University opens doors, expands horizons and raises expectations. These standards
foster a great sense of pride, loyalty and camaraderie among students and graduates.

Courageous. Confident. Clarion.

Supportive

Courageous. Confident. Clarion. By thoughtfully selecting language and

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Caring

of Clarion University that are encapsulated in its brand essence,

Clarion University Brand Manual

Accepting

hardworking, supportive and down to earth—these are attributes

|

The following adjectives exemplify the
Courageous. Confident. Clarion. mindset.
Keep the following descriptors in mind when
communicating about Clarion University’s
people, programs and impact. They capture
the brand personality and serve as guiding
lights for crafting a consistent, authentic
voice for the school’s communications.

18

Color Palette
Color is an extremely important component of the Clarion

A broader color palette has been developed to express the Courageous. Confident.
Clarion. brand and to provide more flexibility across mediums. The spot colors, as well
as the CMYK, RGB and HEX conversions, have been provided for each color.

University identity and provides a strong visual link across a
variety of applications. The university’s most identifiable color,
Clarion Blue, is used for the institutional logo, athletics uniforms

Secondary colors should be reserved for accent elements (headlines, lead-ins, call-out
boxes, etc.) to complement the sophisticated coloring in photography.

and other official university applications. As a defining brand
element, Clarion Blue should be incorporated into every

Black, dark gray or Clarion Blue are preferred colors for body text to maximize legibility.

university marketing piece.

PRIMARY COLOR PALETTE

PANTONE

C

M

Y

K

R

G

B

HEX

Clarion Blue

PMS 281

100

85

5

20

19

56

128

003366

Clarion Gold

PMS 4505

13

23

67

38

151

130

74

97824A

PANTONE

C

M

Y

K

R

G

B

HEX

Red

PMS 207

5

100

45

22

184

9

77

B8094D

Yellow

PMS 110

2

24

100

7

234

183

16

EAB710

Green

PMS 576

52

6

79

25

103

150

80

679650

Light Blue

PMS 542

64

19

1

4

122

174

213

7AAED5

Brown

PMS 462

28

48

71

72

95

69

42

5F452A

0

0

0

75

102

102

102

666666

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Dark Gray (75% black)

Clarion University Brand Manual

|

SECONDARY COLOR PALETTE

Courageous. Confident. Clarion.

Be certain to select the appropriate color value for the medium you are using—
Pantone colors for spot offset printing, CMYK for offset or digital reproduction,
RGB for on-screen presentations or video, and HEX for online screen values.
Each value has been optimized for best color reproduction in each of those mediums.

19

Brand Typography
Typography plays a very important role in expressing the personality

BROTHERS REGULAR (ALL CAPS ONLY)

and tone of the Courageous. Confident. Clarion. brand. Consistent and

ABCDEFGHIJKLMNOPQRSTUVWXYZ

DISPLAY TYPOGRAPHY
To illustrate the hardworking and industrious brand personality across various forms of
visual communications, four distinctive and decorative typefaces have been selected.
These typefaces should be used with a thoughtful and keen design eye because they
could become overused and overwhelming if not chosen and combined strategically.
Brothers (serif), Leviathan (sans serif) and Knockout HTF26 (sans serif) are all strong
and declarative, whereas Spoleto interjects a bit of conversational approachability as a
whimsical script.
There are some limitations of each typeface that should be considered.

SPOLETO REGULAR (NEVER ALL CAPS OR NUMBERS)

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
,.;?!@#$%^&*( )=+
LEVIATHAN HTF BLACK (ALL CAPS PREFERRED)

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890,.;?!@#$%^&*( )=+
KNOCKOUT HTF26-JUNIORFLYWEIGHT REGULAR (ALL CAPS PREFERRED)

• Brothers should be used in all caps only. Setting headlines in all caps allows for
consistent cap heights and creates a clean line of headline reading.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890,.;?!@#$%^&*( )=+

• To uphold the strong stance of Brothers, the italic version, named Super Slant,
should be avoided.

KNOCKOUT HTF26-JUNIORLITEWEIGHT REGULAR (ALL CAPS PREFERRED)

Brothers
• Regular is the preferred weight.

Spoleto
• As with any script, Spoleto should be set using upper and lower case—never all caps.
• Special attention should be paid to the tracking and letterspacing to ensure the joining
points match and transition smoothly.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890,.;?!@#$%^&*( )=+

• The numbers in the Spoleto face are less desirable for use and should be avoided.
Leviathan HTF and Knockout HTF26
•All caps is preferred for these fonts to maintain the strong and straight cap height,
but upper and lower case can be used sparingly to add variety as needed.

Files are located on the picture server in the Brand Elements folder.

Courageous. Confident. Clarion.

display and a principal family used for text.

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can be divided into two groups: a combination of fonts used for

1234567890,.;?!@#$%^&*( )=+

Clarion University Brand Manual

all Clarion communication materials. The Clarion University typography

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thoughtful use of the preferred font families will strengthen and unify

20

PRIMARY
TEXT TYPOGRAPHY
Due to the highly stylized, decorative typefaces of the
brand signature, a subtle and highly legible text face is
needed for pairing. Primary text should be set in Gotham
Narrow, a modern and straightforward sans serif typeface.
This typeface is honest and assertive while still feeling
familiar. A wide range of weights is available for a variety
of uses, but the set including Light, Book, Medium and
Bold is preferred.
Files are located on the picture server in the Brand
Elements folder.

HF&J GOTHAM NARROW MEDIUM & MEDIUM ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890,.;?!@#$%^&*( )=+

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890,.;?!@#$%^&*( )=+

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890,.;?!@#$%^&*( )=+

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890,.;?!@#$%^&*( )=+

HF&J GOTHAM NARROW BOOK & BOOK ITALIC

HF&J GOTHAM NARROW BOLD & BOLD ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890,.;?!@#$%^&*( )=+

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890,.;?!@#$%^&*( )=+

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890,.;?!@#$%^&*( )=+

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890,.;?!@#$%^&*( )=+

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Clarion University Brand Manual

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HF&J GOTHAM NARROW LIGHT & LIGHT ITALIC

Courageous. Confident. Clarion.

Primary Text Family—Gotham Narrow

21

ACCENT
TEXT TYPOGRAPHY
To keep the text typography system flexible, the original
width of Gotham can also be used. Due to its slightly wider
stance, Gotham should be reserved for larger, accent styles
(headings, subheads, titles) whenever possible.
The Gotham type font family can be purchased directly
from the type foundry, Hoefler & Frere-Jones, online at
www.typography.com.
Files are located on the picture server in the Brand
Elements folder.

HF&J GOTHAM MEDIUM & MEDIUM ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890,.;?!@#$%^&*( )=+

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890,.;?!@#$%^&*( )=+

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890,.;?!@#$%^&*( )=+

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890,.;?!@#$%^&*( )=+

HF&J GOTHAM BOOK & BOOK ITALIC

HF&J GOTHAM BOLD & BOLD ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890,.;?!@#$%^&*( )=+

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890,.;?!@#$%^&*( )=+

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890,.;?!@#$%^&*( )=+

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1234567890,.;?!@#$%^&*( )=+

Clarion University Brand Manual

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HF&J GOTHAM LIGHT & LIGHT ITALIC

Courageous. Confident. Clarion.

Accent Text Family—Gotham

22

Brand Signature Graphic
The three typefaces used to form the Clarion brand signature graphic
symbolize, respectively, the spirit of perseverance, the energy of
triumph and the tradition of academic excellence—all connected in a
single visual element. Each typeface reflects the inherent personality
of these three concepts, and, in combination, they express the
distinctive value of the Clarion experience.

Because the word "Clarion" is used in both the brand signature and the university
wordmark, take extra care to avoid having these two elements compete on layouts in
which they must both appear. In such scenarios, it is preferred that the brand signature
and university wordmark not be placed in close proximity to each other. See pages 29–31
for examples of the preferred placement.
The brand signature should never be retyped, re-created or in any other way altered.
Approved master artwork files are available from the Office of Marketing and
Communication upon request.

|

3C_stack_black.eps

Horizontal Application

3C_horiz_black.eps

Color versions of the Courageous. Confident. Clarion. brand signature can
be acquired from the Office of Marketing and Communication.

Clarion University Brand Manual

Files are located on the picture server in the Brand Elements folder.

Courageous. Confident. Clarion.

Vertical Stacked Application

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The Courageous. Confident. Clarion. brand signature can stand alone or be used in
conjunction with the university signature. When used together, special attention should
be given to the position of each element.

23

University Signature
The Clarion University signature was adopted following
the 2017 sesquicentennial celebration and has been
modified slightly to maximize readability and clarity

CU Logo H cmyk.eps

across a variety of media. All revised art files should
be distributed and updated universitywide to ensure

CU Logo 18 PMS.eps

consistent use by all. Only the vector art files should be
used in rendering the university signature.
CU Logo H CMYK blue.eps

The university signature is the university logo. As such, it should never be:
• Retyped, re-created or in any other way altered
• Used in conjunction with any other logo or seal
• Rotated or tilted

CU Logo 18 PMS blue.eps

• Sized at less than 1" wide

CU Logo H pms.eps

The signature may be used in CMYK, PMS, black or white as is
appropriate to the design. Horizontal versions can be used where
space is tight, such as in ads and on envelopes.
Refer to page 19 for color values. Files are located on the picture server
in the Brand Elements folder.

CU Logo H pms blue.eps

CU Logo H black.eps
CU Logo 18 CMYK.eps

CU Logo H white.eps

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CU Logo 18 white.eps

Clarion University Brand Manual

|

CU Logo 18 BLACK.eps

Courageous. Confident. Clarion.

• Stretched, compressed or otherwise distorted

CU Logo 18 CMYK blue.eps

24

Clarion University—Venango

CU Venango.eps

VENANGO CAMPUS

CU Venango BLACK.eps

VENANGO CAMPUS

CU Venango WHITE.eps

VENANGO CAMPUS

Signature Lockups
A unit within Clarion University can be considered a sub-brand. The

Examples of One-, Two- and Three-Line Lockups

graphic treatment of the Clarion University signature with a sub-brand
name is called a signature lockup. The consistent use of signature

This organized graphic system allows Clarion to distinguish its campuses, colleges,
departments and other units without sacrificing the brand unity that collectively gives
our communications impact. The consistent use of the signature lockup system visually
represents the hierarchical structure of the university, making it more easily understood.
A few guidelines have been created to maintain a consistent and contained graphic unit for
use on stationery and other applications.

GUIDELINES FOR SETTING SUB-BRAND NAMES
• The designated font for setting a sub-brand's name is Minion Pro Medium
set in all caps.
• Longer sub-brand names wrap to the next line(s) as needed.

RESIDENCE
LIFE
SERVICES

• To accommodate longer sub-brand names, the stacked arrangement is best.
• A dividing rule helps to set the two elements apart, showing that one is a sub-brand.
• A space equal to the cap height of the sub-brand name should be used to separate
the university signature, the dividing rule and the sub-brand name.
• An overall clear space of cap height x 2 should surround the entire lockup.
School and college lockup files are located on the picture server in the Brand Elements
folder.

ONLINE

Clarion University Brand Manual

BASIC SIGNATURE LOCKUP

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all its sub-brands.

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Courageous. Confident. Clarion.

lockups ensures a cohesive connection across the university and

25

Athletics Marks
Two athletics marks are available to express Clarion
pride and passion. The Clarion athletics logo, commonly
called the “C-eagle icon,” can be used with or without
the wordmarks shown here. The Clarion mascot logo,
depicting the Golden Eagle, is a second option. These

C eagle CMYK.eps

C eagle PMS.eps

marks are used by Clarion athletics; usage is also permitted
for merchandise and promotional items (e.g., pennants,
T-shirts, coffee mugs, tote bags).
All athletics marks are rendered in Clarion Blue and Clarion Gold. Refer to
page 19 for the appropriate Clarion color values.
C eagle BLACK.eps

Courageous. Confident. Clarion.

C eagle CMYK.eps

Files are located on the picture server in the Brand Elements folder.

Ernie eagle PMS.eps

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Ernie eagle CMYK.eps

athletic GE 18 PMS.eps

Clarion University Brand Manual

athletic GE 18 CMYK.eps

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Other color versions of the Clarion athletics logo and Clarion mascot logo
can be acquired from the Office of Marketing and Communication. Please
consult this office for policy compliance when designing or purchasing
merchandise and promotional items.

athletic GE 18 BLACK.eps
athletic GE 18 WHITE.eps

26

Brand Graphic Elements
To keep the brand flexible and fresh, several background textures have

SUBTLE BACKGROUND TEXTURES

been selected for use as brand graphic elements. A light and skillful

Another library of vector backgrounds is available as a secondary
set of textures. These textures are to be used as very subtle
(translucent/tone-on-tone) washes of color that enhance full pages
of color, either photographs or solid color backgrounds.

hand should be used with these distressed textures to ensure that
layouts do not become too overwhelming. Used selectively, brand
graphic elements can enhance the visual interest of a layout.
These textures are best used sparingly and purposefully, laid over full-page fields of color
and photography. Use discretion in applying these elements; they should not be overused,
applied to small color fields or applied to solid white backgrounds.

Two large, bold swaths of texture are available for use. These paint roller textures can
be used as a background for the brand signature and institutional logo. They can also
be incorporated into layouts to help isolate a clear space for copy positioned on large
photographs or color fields, especially those used in a full-bleed application. The colors of
these textures should be limited to white (highly preferred) or black (in black-and-white
applications) and should bleed off the top and/or bottom edge of the layout.
SubtleTexture4.eps

SubtleTexture6.eps

SubtleTexture10.eps

Please refer to pages 29-32 for examples of appropriate use of
these textures.

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Files are located on the picture server in the Brand Elements
folder.

Clarion University Brand Manual

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SubtleTexture1.eps

Courageous. Confident. Clarion.

PAINT ROLLER TEXTURE

SS_rolled_paint_1_black.tif

SS_rolled_paint_2_black.tif

27

Photography
Photography is a powerful component of the Clarion University
Courageous. Confident. Clarion. brand. Brand photography for Clarion

showcases portraits of appealing people in distinctive locations
on and around campus, allowing viewers to "see" themselves at
Clarion. Consistent use of these casual, contextual portrait images
will create a visual differentiator for Clarion within the higher

Wide shots are preferred; they fulfill the desire to understand “what it’s like” to be at
Clarion University by showing the subject in his or her environment. The composition of the
wide shots should also convey an "in the moment" feel, capturing the subject in mid-action
or mid-thought.

SUBJECTS
Feature people with confident, happy expressions and informal posture and clothing;
they should feel authentic and relatable.

SETTINGS
Move beyond classrooms and labs to feature a diversity of environments, both on and
off campus, to express multiple opportunities and environments. Nature/outdoor shots
are widely appealing to all audiences.

• C
hoose subjects who look engaged, thoughtful and confident.
• C
hoose images that are wide to medium frame and that include clear, wellsaturated colors that match the secondary color palette.
• C
hoose an imagery style that feels like a moment of reflection, focus or
interaction that is caught in time. This style feels informal and authentic—
never posed.
• C
hoose diverse settings outside of the classroom that help to convey the
dynamic aspects of the Clarion experience (e.g., an outdoor research and/or
recreational activity in Cook Forest, an interesting internship setting or a
service-learning activity within the community).

DON’T

• S
elect images with too many backs of heads or other unflattering perspectives.
• S
hoot trite or unimaginative images (e.g., “podium shots,” “grip-and-grins”).
• S
elect images with unattractive clutter in the frame (e.g., trash, food, signage).
• S
hoot images that are extremely close-up, i.e., a "head-and-shoulders" that
limits visibility of the background setting.

Please refer to pages 29–31 for design applications
that show photography samples.

Courageous. Confident. Clarion.

COMPOSITION

• C
hoose images featuring subjects who reflect the target audience for that
specific communications vehicle.

|

Deeply toned images support and convey a thoughtful yet hardworking attitude. The
posture of the individual(s) projects a quiet confidence, which is also expressed by looking
away from the camera or through subtle facial expressions. By portraying the subject in a
visually arresting, often unconventional setting, the imagery adds a new level of out-in-theworld authenticity to any given story.

• S
elect images that correlate thematically with headlines and copy, thus
ensuring unity of message for the reader.

Clarion University Brand Manual

VISUAL STYLE

DO

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education marketplace.

28

Design Applications
Marketing communications in both print and electronic media
are the major vehicles for the Courageous. Confident. Clarion. brand
both internally and externally. All pieces should reflect the visual
and written language of the brand, using a consistent design and
editorial voice that reflects the focused, hardworking and
down-to-earth mindset of the Clarion community. The most
important guideline is simplicity—never overload a page with text
or imagery. Professionally shot, full-frame portraits that fill a given
design layout (versus a series of smaller photos) will engage the
viewer and help create a sense of place and vibrancy while keeping

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Clarion University Brand Manual
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Sample Print Advertisements

Courageous. Confident. Clarion.

the messaging focused.

29

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Clarion University Brand Manual

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Courageous. Confident. Clarion.

Sample Recruitment Brochure Cover and Inside Spread

30

Sample Recruitment Panel Brochure Cover and Inside Layout

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SIDE BAR

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“

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enducipit antium natur, il molectem
volorpos dio dolorerum dus sit ea
ditaspide vit voluptae dicim adit et.
—Alumnus

”

A LOIREUM EPSUM

LOREM EPSIUM
ASDJE ALEKJF FFI

EAFEJAEB

Courageous. Confident. Clarion.

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Bus solorep ellupta quossimi, ium

|

• MAJOR THREE As quam dem quatis aboreneste. Seque
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Clarion University Brand Manual

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|

• MAJOR ONE Et poriam qui cum id quam int, odipsun totate
cum nectem quisit fugia ium quibustor raes qu. Cum id quam int,
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31

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Clarion University Brand Manual
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Photography examples are for placement only to show concept
photography style outlined on page 28. All rights belong to
Mike O'Neal, Jorge Quinteros, Jared Chambers and Jason Travis.

Courageous. Confident. Clarion.

Sample Online Banner Advertisements

32

Managing the Brand
The Office of Marketing and Communication manages the
implementation and execution of the Courageous. Confident. Clarion.
brand and the university sub-brands, which are to be used as part of
all official publications (print and electronic), as well as on the
university Website and within social media. All promotional advertising
is placed through this office, including all enrollment recruitment
and retention activities.

CONTACT INFORMATION
814-393-2653
thorner@clarion.edu

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LOCATION
Seifert-Mooney Center for Advancement,
Greenville Avenue and Corbett Street

Clarion University Brand Manual

TINA HORNER
Communication Manager

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The communication manager serves as the spokesperson for the university.

Courageous. Confident. Clarion.

Our purpose is to communicate the official position of the university and advance its
image to all internal and external audiences. We are here to assist in community and
governmental relations, emergency communications and general public relations and
are excited to work with the campus community and beyond to bring the Courageous.
Confident. Clarion. brand to life.

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Courageous. Confident. Clarion.
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Clarion, PA 16214
800-672-7171

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clarion.edu

Clarion University Brand Manual

840 Wood Street

OCTOBER 2018 • VERSION 1.0

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