Graphic Styles

The Alfred University color palette is subdued and sophisticated. The primary colors are chosen to represent the Alfred purple and gold tradition. The secondary colors are representative of the colors that surround our valley campus.

This palette should be used to influence the tones in photography chosen.

 

PRIMARY COLORS

The Alfred Purple and Alfred Gold are Alfred University’s primary colors. The combination of these two colors are a main representation of the University.

Alfred Purple can and should be the main color used in all marketing materials. Examples of usage are headlines, call-outs, quotes, graphics, and large fields of color.

The Alfred Gold should always be used as a complement to the Alfred Purple. Examples of usage are headlines, call-outs, quotes, and graphics. Examples of misusage would be large color fields where Alfred Gold is dominating the page.

For web purposes, Alfred Purple should be used for buttons, backgrounds, overlays (semi-opaque), and Alfred Gold should be used for buttons, lines, hovers, and accents.

 

SECONDARY COLORS

All secondary colors can be used to complement the primary color palette. Secondary colors should never overwhelm the primary colors in any application and should be used when appropriate. Best usage of these colors are in headlines, callouts, quotes, and graphics.

For web purposes, 80% Black should be used for text and Violet for links.

 

TERTIARY COLORS

All tertiary colors can be used as background fields and are meant to add dimension to white areas of content. They complement both the primary and secondary color palettes.

For web purposes, Pale Gray should be used for background, sliders, and zebra tables.

 

PRIMARY FONT

MONTSERRAT

This is the primary font for Alfred University. It pairs well with the current Alfred University wordmark and it comes in numerous weights to choose from, making it versatile enough to use in all applications: in print and on the web, headlines, body copy, quotes, etc. (Please refer to the Creative Examples Chapter for examples of usage.)

 

SECONDARY FONTS

LORA

Lora should be primarily used for print and web body copy and large body content blocks. It can also be used for pull quotes and paired with Montserrat for interesting headline treatments. (Please refer to the Creative Examples Chapter for examples of usage.)

HOEFLER TEXT

The selected weights of Hoefler text have been chosen as an elevated way to introduce some display fonts for use in headlines. These fonts should be used sparingly and only when appropriate. (Please refer to the Creative Examples Chapter for examples of usage.)

WEBSAFE FONT USAGE

There are two typeface families that support Alfred University’s written content on the website: Montserrat and Lora. One or more fonts from each family are used to convey hierarchy, messaging, and organized information.

Websafe versions of these fonts can be downloaded via Google Fonts

 

PHOTOGRAPHY

Approachable, interesting, and authentic photography communicates the personality of our campus and our people.

Images should be inspiring, distinctive, and thought provoking. Imagery should resonate with the intended audiences: prospective students, current students, parents, alumni, donors, and the broader campus community.

The mood and style of the photography can be playful but editorial in style, with a contemporary feel. It should be active and upbeat, and portray Alfred University as a destination with a small community lifestyle. Hands-on learning experiences are always great opportunities for photos. It is also important to maintain negative space in the composition. Students represented should be diverse and have a range of backgrounds and experiences on campus portraying them as positive, focused, and committed to their educations.

 

PHOTOGRAPHY ATTRIBUTES :

Diversity that is representative of our student body and faculty

Detail shots that help convey our maker culture

Strong focal point

Subdued, desaturated color

Vibrant subjects and settings that portray a sense of Alfred University as a destination

Authentic emotions

Interesting/artful croppings (Silhouetted imagery is not to be used.)

 

VIDEOGRAPHY END SLATES

All videos should be tagged with a consistent end slate (last frame logo and brand mark) to create a sense of continuity. By using the same fonts, brand colors, and accepted wordmark, every video will feel as if it is from the same university–no matter the content.

The video end slate should always be a visual with a full bleed 60% opacity, multiplied screen of black (R=0/G=0/B=0) and include a centered white logo.

Contact the Marketing Office for information on video creation.

 

SUB-BRAND VIDEOGRAPHY END SLATES

All videos should be tagged with a consistent end slate to create a sense of continuity for the brand. This way, each school/college can produce materials in disparate styles yet remain part of a recognizable brand whole through the shared use of the brand fonts and colors. The goal is not to create a sameness between the schools/colleges per se, but a sense of Alfred University recognition across them all.

The sub-brand video end slate should always be a visual with a full bleed 40% opacity, multiplied screen of black (R=0/G=0/B=0) and include a centered white logo.

Contact the Marketing Office for information on video creation.

 

PRIMARY LETTERHEAD

Alfred University’s new official letterhead should be used for all memos, announcements, and mailings—any printed communications that require a letter format. The clean sidebar on the right puts the emphasis on the most important part, your message, while still clearly distinguishing the sender and Alfred’s identity.

 

SECONDARY LETTERHEAD

Our secondary letterhead may be used when a more celebratory tone is in order. While the primary letterhead is appropriate for any and all business or official communications, the secondary letterhead can be useful for letters to potential applicants, newly accepted students, alumni, boosters or any other group that might appreciate a slightly bolder tone of Alfred Spirit. 

The secondary letterhead features our shield as a watermark behind the main text of the letter. 

 

 

LETTERHEAD SPECS

For brand consistency, letterhead should be ordered through the templates of our Virtual Storefront. The sub brands (school/department) will be selected from a dropdown menu.

The Division is the only variable field

The Body Copy specifications are to be followed in Microsoft Word letters that will be printed on the printed letterhead produced through our Virtual Storefront.

The preferred web browsers are Chrome and Internet Explorer because the Virtual Storefront requires a Flash plug in.

For questions regarding specialty letterhead, please contact the Marketing Office at 871-2103.

Virtual Storefront link:

v2.printsys.net/

Username: AlfredUniversity
Password: AlfredUniversity1

 

ENVELOPE

With the envelope being the first thing a recipient sees, Alfred faculty and staff should always use one of these envelope templates, which echoes the branding and style used inside on the letterhead.

 

 

ENVELOPE SPECS

For brand consistency, we have established front cover specs for #10 envelopes, and these are built into the templates of our Virtual Storefront. The primary Alfred University Wordmark and Tagline are standard.

The sub brands (school/department) will be selected from a dropdown menu.

There are no additional variable fields.

The preferred web browsers are Chrome and Internet Explorer because the Virtual Storefront requires a Flash plug in.

For questions regarding specialty envelopes, please contact the Marketing Office at 871-2103.

Virtual Storefront link:

v2.printsys.net/

Username: AlfredUniversity
Password: AlfredUniversity1

 

BUSINESS CARD

As small as a business card may be, each one that is handed or mailed out can lead to a big opportunity or meaningful relationship. Alfred faculty and staff should use the same business card that accurately reflects your brand, with the right balance of style and substance to make it as easy as possible for someone to contact you.

As with stationery, the process for ordering official AU business cards is through the virtual storefront with Alfred State College Document Center.

Options for business card personalization are available, and you can see options further below.

See farther below for your personalization options, and how to order business cards.

 

BUSINESS CARD SPECS

For brand consistency, we have established front cover specs for all business cards, and these are built into the templates of our Virtual Storefront.

There are variable fields for name, degree(s), title, phone(s), and email on the front of the card.

Above the gold line are the sub brands (school/department). These will be selected from a dropdown menu and are not variable fields.

 

ORDERING BUSINESS CARDS

Please read this section and follow directions carefully.

The preferred web browsers are Chrome and Internet Explorer because the Virtual Storefront requires a Flash plug in.

When ordering, first select the Business Cards option. The next screen presents four options; click on “Personalize” on the top menu option: BC-Alfred University- Front.

Under “Personalizable Information,” select your School/Department from the drop down menu, and proceed with entering your personal information. Click on “Update Preview” often to see your information. Once you complete the front of the card, add it to your shopping cart, select a quantity and click “Add to Cart.” This will register your order.

To order a personalized back to your business card, you will then click on “Continue Shopping.” This will take you back to the landing page for Business Cards and Stationery. Select “Business Cards” and you will be presented with three options for the back of the business card. Please see below for more information.

For questions regarding business cards, please contact the Marketing Office at 871-2103.

Virtual Storefront link:

v2.printsys.net/

Username: AlfredUniversity
Password: AlfredUniversity1

 

BUSINESS CARD Additional OPTIONS

For a touch of personalization, while still keeping in brand, all faculty and staff at Alfred University will have options for the backs of their individual business cards. This is to be done after the front of the business card has been ordered. You will not be charged twice if you order a custom back to your business card. Simply click “Add to Cart” once you have selected the custom back of the card.

For detailed directions on the business card ordering process, please see above.

Front Options

 

 

Back Options

 

 

 

PPT (POWER POINT PRESENTATION) TEMPLATE

In the interest of building a solid Alfred University brand, we have developed a PowerPoint® template for general use that is customizable with the addition of sub-brand logos. This new official template will over time become recognizable–indicating Alfred University materials in every context.

Title Slides

 

Interior Slides

 

EMAIL SIGNATURES

Each member of staff and faculty with an official email account should use this email signature format. Organized by general brand or sub-brand the signoff includes name, title, address, and contact phone with a link to the university home page.

For assistance with setting up your email signature, please contact the Helpdesk at 871-2222 or the Marketing Office at 871-2103.

You can Copy/Paste the below signatures into your email client signature setup, and update to your info:

 

INCLUDING YOUR PORTRAIT

You are encouraged to include your official portrait in your email signature. Shown at right is an example of where this can be inserted.

You will need to download the web-optimized version of your portrait from the "(Signature Optimized) Faculty/Staff Portraits" folder in our online photo library: Gallery Server Pro (gsp.alfred.edu). Please do not insert photos that are not from the University photo library.

For assistance with including the portrait in your email signature, please contact the Helpdesk at 871-2222 or the Marketing Office at 871-2103.

 

EMAIL SIGNATURE SPECS

In order to keep university brand consistency, all email signatures should be created with specs outlined below.

EMAIL CONTENT SPECS

We recommend the Body Copy for emails be set at Helvetica 12 pt. in order to maintain brand consistency.

 

MASS EMAIL

Whenever an Alfred University staff or faculty member plans to send an official mass email, this standard email template—with a distinct Alfred University header, organized body, and contact information footer—should be used.

 

MASS EMAIL SPECS

For assistance in setting up custom mass emails, please contact the Marketing Office at 871-2103.