Brand Identity Tools

To help your effort to support and convey the College's brand identity, the following documents provide guidelines and insights. These documents provide information about both the visual and message components of the identity. Remember, the identity is not the tagline - She's Saint Mary's - it's the stories and visuals that convey the many faces, voices and intellects that make up Saint Mary's. Consistency is messaging and image should be all of our goal.

The Brand Promise Summary (Powerpoint) is a quick one page overview of the brand promise and the key attributes and critical factors that convey or demonstrate the promise. All messaging should focus on providing tangible examples of these attributes and critical factors.

A Writers' Guide (DOC) , developed by the College writers, gives you guidelines, best practices and helpful hints they have learned and applied during the identity implementation.

The Graphic Standards (PDF 1mb) document provides you with standards for our visual identity - name, logos, colors, font etc., along with suggestions for copy writing and Web writing. You should refer to this document when designing or publishing any materials.

Photo Tips (PDF) provides hints on how to take the best photographs to fit your needs; it considers requirements of different media (print vs. Web).

The Public Relations Guide (PDF) is a quick one page description of the types of story ideas the Director of Media Relations pitches to the news media. Ideas must be in line with the Brand Identity’s critical factors. 

The Writing for the Web (Powerpoint 5mb) was the reference guide utilized in a formal training session held on campus in March of 2006. It provides insights into why Web writing is important and how it differs from traditional print copy. It's all about the audience and how they use the Web.

Our goal is to continue to build this "tool kit" as we develop additional materials. And, as always, if you have questions or need additional information, contact MarCom and we'll do our best to help you complete your task.