About Brand Standards
Houston Community College’s brand is a reflection of who we are. Our brand is the story of our past, present and future. For the tens of thousands of students we serve each year, our brand is a promise – a commitment to the high quality education that has defined HCC.
Keep in mind that our brand is one of our most valuable assets. We have created these brand standards to ensure consistency across the thousands of points of interaction between HCC and its various constituencies. Each of these engagements represents an opportunity to tell our unique story in a way that is compelling and consistent.
As we embark on our new vision, it is important to remember that each of us has an important role to play in HCC’s overall brand strategy.
The work we do and the way we interact with others has a profound impact on the way people perceive the HCC brand. Never forget how important you are in shaping the perceptions of HCC. You are an ambassador for HCC. You not only represent the brand; you represent us all.
Logo and Usage - Approved logos
The standard HCC logo is representative of the district brand and the other logos are representative of the six colleges and the HCC Foundation.
Minimum clear space and minimum size
An important part of maintaining a consistent presentation of the logo is keeping the area around it clear from other text, graphics or illustrations. Crowding the logo detracts from its legibility and impact. The clear space is measured by the width of the “eagle” in our logo. To give our logo the necessary prominence, always keep other elements outside the margin indicated. Also,the minimum size our logo may appear is one inch wide.
Preferred logo colors
The preferred presentation of the standard logo is in PMS 7C - black and PMS 124 C - gold. For the college logos and the HCC Foundation logo, the names below the logo are in black, PMS 7C. If these colors are not available, then the logo may be printed in grayscale. The logo should not appear in any other colors.
Horizontal logo formats
Incorrect logo use. Presentation of the logo must be carefully monitored and controlled. Incorrect use can result in mixed and unclear messages. Keep in mind that every piece of communication, regardless of the specific message, should represent the brand. The adjacent page illustrates a number of incorrect presentations of the logo. They range fromreproduction of the logo itself to violations of clear space and additional graphics. This is not a complete list. Please contact the HCC Communications Department with any questions about proper usage.
Do not bleed the logo off the page
Do not twist the logo
Do not print a border around the logo
Do not print the logo on a background that provides low contrast
Do not typeset the logo - only use approved artwork files.
Do not place any type, graphics or illustrations within the minimum clear space
Do not add wording or use the logo in a sentence or phrase
C:0 M:28 Y:100 K:6
PMS Coated 124
PMS Uncoated 115
C:0 M:0 Y:0 K:100
PMS Coated Black C
PMS Uncoated Black
C:0 M:0 Y:0 K:100 (Varies)
PMS Coated: Shades of Gray (Black C)
C:100 M:52 Y:0 K:0
PMS Coated 300
C:95 M:25 Y:0 K:0
PMS Coated 2925
C:100 M:0 Y:90 K:0
PMS Coated 355
C:60 M:0 Y:100 K:0
PMS Coated 376
C:0 M:100 Y:80 K:0
PMS Coated 1795
C:0 M:70 Y:100 K:0
PMS Coated 158
C:100 M:90 Y:0 K:10
PMS Coated 2685
Note: All colors within the palette may be used as screens at the discretion of the designer with the exception of red, which becomes pink when screened.
Signage and Environmental Graphics
Environmental graphics are the most visible representation of our brand to the public. Countless people view our signage every day, so it is important to communicate our brand clearly. For this reason, our logo must take center stage and stand apart from other design elements. It also is important to note that most commercial buildings have standards regarding size, placement and often color of signage.
The TV screens on campus are an internal messaging device used to convey quick messages about current campus events. It’s an electronic mini billboard that has video and minimal text to visually communicate school updates. The main screen features video, and the top right and bottom right showcase still photos and events.
Whether it is on a notebook, mug or t-shirt, the way we convey our brand should be consistent with our overall brand image. The logo usage should comply with the standards listed in the previous sections. Here are a few examples of our specialty items.
Typography and consistent use of typefaces are key elements in creating a cohesive look across all communications.
The approved font that may be used for corporate communications is Avenir which is a simple, elegant, highly legible font.
The approved substitution font for Avenir is Arial. When a serif font is needed, the approved font is Minion.
Headlines: Gotham Black (Defined headline.)
Headlines & Body Copy: Trajan Pro, Avenir, Palatino
Body Copy: Avenir, Palatino
Limited Use Script: Snell Roundhand
Beyond using a consistent font package, the style in which we use the fonts has great impact on our brand image.
Approved Fonts and Usage
The following template examples show how the brand can be carried into various designs. Use these as style guides for actual applications posters, fliers and brochures. Fliers are 8.5 in. wide x 11 in. high. Posters are usually 24 in. wide x 36 in. high. The preferred size for tri-fold brochures is 13.5 in. wide x 11 in. high.