BR A ND S T Y L E GUIDE

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 The Brand Style Guide outlines how to communicate the Transylvania
University brand. The first part of the guide summarizes Transylvania’s brand
pillars, specific messages that should be presented to audiences. The second
part contains the elements of Transylvania’s visual identity, with acceptable
colors, fonts and logos, as well as examples of how to use those elements to
create cohesive materials.

A unified and coordinated brand is crucial to Transylvania’s effort to present

itself as an institution based in unity and professionalism. Consistency is the
most important factor to the public getting a strong sense of Transylvania’s
brand. Elements cannot be modified electronically or by hand, nor can they
be distorted, enclosed in shapes or combined with other logos.

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 TABLE OF CONTENTS
Introduction............................................................................ 4
Brand Promise....................................................................... 7
Brand Pillars........................................................................... 8
Colors.................................................................................... 10
NAMES AND DESCRIPTIONS................................................................................10
VALUES AND SUGGESTED DISTRIBUTION........................................................11
INSTITUTIONAL FONTS...........................................................................................12
TYPOGRAPHY TONE CHART..................................................................................13
EXAMPLES AND ALTERNATIVE FONTS...............................................................14
Logos..................................................................................... 16
GLOSSARY OF TERMS............................................................................................17
LOGO FAMILY............................................................................................................18
GENERAL USE GUIDELINES.................................................................................19
WORDMARK............................................................................................................ 20
PRIMARY LOGO.......................................................................................................21
HORIZONTAL LOGO................................................................................................ 22
SECONDARY LOGOS.............................................................................................. 23
SEAL...........................................................................................................................24
IMPROPER LOGO USAGE..................................................................................... 25
Office Materials.................................................................. 26
BUSINESS CARDS AND NAME BADGES............................................................27
LETTERHEAD........................................................................................................... 28
STATIONERY............................................................................................................. 29
ENVELOPES............................................................................................................. 30
FOLDER......................................................................................................................31
Digital Templates............................................................... 32
DIGITAL LETTERHEAD........................................................................................... 32
POWERPOINT TEMPLATES.................................................................................. 33
EMAIL SIGNATURE................................................................................................. 34
Athletics Brand................................................................... 35
TRANSY WORDMARK............................................................................................ 36
TRANSY ATHLETIC WORDMARKS...................................................................... 38
SPORT-SPECIFIC TRANSY WORDMARKS......................................................... 39
PIONEERS WORDMARK....................................................................................... 40
PIONEERS ATHLETIC WORDMARKS...................................................................42
SPORT-SPECIFIC PIONEERS WORDMARKS.................................................... 43
 INTRODUCTION
WHY DID WE CREATE

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THIS STYLE GUIDE?
Think about some of the most successful brands you know—Nike, Apple,
McDonald’s—they all have a visual identity that’s unmistakably theirs.

Similarly, the Office of Communications and Marketing is seeking to define

Transylvania’s visual brand by creating a consistent, clearly recognizable iden-
tity that is unmistakably Transylvania. This brand style guide helps ensure the
consistency of our visual identity through the use of specific logos, typefaces
and colors.

This branding style guide serves as a toolkit for you to use to create print and
digital materials and applies to all brochures, publications, websites, apparel,
stationery and other materials that will be seen by external audiences. If you
have any questions or concerns, please contact the Office of Communications
and Marketing at (859) 233-8120.

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6
BRAND PROMISE
Transylvania is a challenging, relationship-rich liberal arts college where faculty
engage and encourage community-driven students to achieve personal
fulfillment and professional success.

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 BRAND PILLARS

IDEAL COLLABORATIVE
LOCATION CULTURE
Transy’s location in the heart of Lexington is steeped in history Transy works together. Our alumni say the richness of the
and the culture of friendliness and curiosity. Unlike larger faculty-student relationship is the thing they value most
institutions, our campus isn’t its own mini-city; we’re in the about their Transy experience. Our intimate campus and class
city. We are not long walks from everywhere. We build our settings give faculty and staff the chance to get to know their
community within the city’s community so we can be in it students as individuals so they know just how and where to
every day in ways small and large. challenge and encourage them. When possible, this actu-
ALTERNATIVE: LIVE BIG ally leads to customizing one’s educational experiences—a
powerful path to the future.
ALTERNATIVE: GET PREPPED

! Alternative Brand Pillar names reserved for Admissions use only or with permission of the Office of Communications and Marketing.

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 DYNAMIC LEARNING
OPPORTUNITIES
A Transy education is broad and deep. All of our students are
immersed in a liberal arts foundation so they learn how to
write and think critically, and yet some of our most popular
majors are pre-professional. Our students don’t have to fight
for opportunities to get involved, nor have to choose just one
activity. And yet even with of all the opportunities available to
explore, our students don’t get lost; 93 percent graduate in four
years.
ALTERNATIVE: STAND OUT
LIFETIME
CONNECTIONS
Transy’s community-driven culture helps students get jobs.
Our alumni speak glowingly, sometimes lovingly, about
the relationships they have maintained with their profes-
sors long after graduation. The 100 Doors to Success mento-
ring program connects Transy students with alumni, board
members and friends of the university. Students build their
professional network and see how their degree can translate
into a variety of career options.
ALTERNATIVE: CONNECT FOREVER
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 COLORS

TRANSY Crimson is Transylvania’s most iconic color, having been

almost completely unchanged throughout the history of the
CRIMSON institution. Crimson signifies strength and progress and really
catches the eye, especially amid other schools’ colors.

COTTAGE Cottage Gray is an accent color that can be used alongside

the Transy Crimson without clashing or overpowering. It was
GRAY inspired by Graham Cottage, which serves as Transylvania’s
alumni house. When used sparingly, this gray can make
crimson really shine.

OLD MORRISON Like Cottage Gray, Old Morrison Stone is a subtle accent color
that doesn’t compete with Transy Crimson. It includes a bit
STONE more yellow, though, which can bring a sense of energy and
fun to a piece, especially when used with the Hipster Script
font.

! Crimson, along with black and white, is our primary color and should be the main element of all printed and digital materials. The secondary
colors can be used as accents to printed and digital materials but will never be a primary color, nor will they be used in the logo.

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 TRANSY CRIMSON OLD MORRISON STONE COTTAGE GRAY

PANTONE 201 PANTONE 7500 PANTONE 400

CMYK 7 / 100 / 68 / 32 CMYK 3 / 5 / 26 / 2 CMYK 6 / 7 / 13 / 16
RGB 157 / 34 / 53 RGB 223 / 209 / 167 RGB 196 / 191 / 182
WEB #9D2235 WEB #DFD1A7 WEB #C4BFB6

SUGGESTED COLOR DISTRIBUTION

PRIMARY WHITE SPACE SECONDARY
40% 50% 10%

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 TYPOGRAPHY

Warnock Pro Warnock Pro puts a contemporary twist on the classic old-style
serif font. It’s very clean, versatile and easy to read. Any typeface
within the Warnock Pro family (bold, light italic, etc.) is avail-
able to use at the discretion of the designer.
BEST FOR: Body copy and headlines

Akzidenz-Grotesk BQ Akzidenz-Grotesk is our sans serif font and is used in the

Transylvania University logo. The condensed version is espe-
cially useful with long words such as “Transylvania,” saving
horizontal space without sacrificing readability.
BEST FOR: Headlines

Hipster Script Pro is a casual script font that can lighten the
Hipster Script Pro mood of a piece as a fun accent. It is meant to mimic brush
strokes and has a very “artsy” quality. It should be used spar-
ingly as a complement to the professional tones of the other
fonts.
BEST FOR: Accenting a particular element

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 TYPOGRAPHY TONE CHART Transylvania’s typefaces convey many different and nuanced
tones. The chart on this page suggests how each font and
weight may be perceived, but context, capitalization and
tracking will also contribute to the complete impression. Not
all available font weights and styles are included below.

Warnock Pro Warnock Pro Warnock Pro Warnock Pro

Academic

Bold Semibold Regular Light

Warnock Pro Warnock Pro Warnock Pro Warnock Pro

Bold Italic Semibold Italic Italic Light Italic

Akzidenz-Grotesk BQ Akzidenz-Grotesk BQ Akzidenz-Grotesk BQ Akzidenz-Grotesk BQ

Extra Bold Condensed Bold Condensed Condensed Italic

Akzidenz-Grotesk BQ Akzidenz-Grotesk BQ Akzidenz-Grotesk BQ Akzidenz-Grotesk BQ

Bold Light Extended Light Condensed Light
Casual

Akzidenz-Grotesk BQ Hipster Script Pro Akzidenz-Grotesk BQ Akzidenz-Grotesk BQ

Super Regular Light Italic

Strong Light

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 TYPOGRAPHY
HIPSTER SCRIPT PRO
WHERE TO FIND UNIVERSITY FONTS
Regular
Akzidenz-Grotesk BQ A BC DE F GHI J K L MNO P Q R S T U V W XYZ
bertholdtypes.com abcdefghijk lmnopqrstuvwxyz

Warnock Pro
fontspring.com
Some weights and styles available for use with
Adobe products through TypeKit.

Hipster Script Pro

myfonts.com
WARNOCK PRO
Light Semibold
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

Light italic Semibold Italic

ALTERNATIVES FONTS ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Arial Regular Bold
Alternative to Akzidenz-Grotesk BQ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Times New Roman Italic Bold Italic
Alternative to Warnock Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

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AKZIDENZ-GROTESK BQ
Normal Extended Condensed
Light Bold Light Extended Light Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Light Italic Bold Italic Light Extended Italic Light Condensed Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Regular Super Extended Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Italic Super Italic Extended Italic Medium Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Medium Extra Bold Medium Extended Medium Condensed Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Medium Italic Extra Bold Italic Medium Extended Italic Bold Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Bold Extended Bold Condensed Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Bold Extended Italic Extra Bold Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Extra Bold Condensed Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

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 LOGOS

As Transylvania takes major steps forward in its visual iden-

tity, it is important to remember the great history of the insti-
tution. The logo, introduced in 2015, represents that duality by
keeping the focus on the iconic Old Morrison administration
building, while looking at it from a slightly different angle. By
moving the perspective from straight on to low and to the side,
the logo presents a sense of both dignity and forward motion.

The logo should be used on all official communication coming

from Transylvania, including printed pieces, presentations,
advertising and any other form of visual communication that
represents Transylvania to outside audiences. It should appear
on the front or back cover of all printed materials.

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 GLOSSARY OF TERMS

SYMBOL WORDMARK LOGO SEAL

A graphic that identifies Stylized presentation of Visual identity created by An emblem reserved for
an organization without words used to identify an combining the wordmark use by the Office of the
words organization and symbol President

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 LOGOS LOGO FAMILY

1 2 3

4 5

1 Wordmark
2 Primary Logo
3 Horizontal Logo
4 Secondary Logo
5 Horizontal Secondary Logo

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 GENERAL USE GUIDELINES
To maintain a high level of quality and consistency in a variety of applications, the following
guidelines must be followed when applying the logo:

QUALITY
The logo should be reproduced from an original vector-based electronic file. Files for down-
load can be found at transy.edu/communications/logos.

SIZE
To maintain readability, any version of the logo or wordmark must be displayed where “Tran-
sylvania” is 1 inch wide or larger.

COLOR
Printed applications should use the CMYK color space version of the marks, while web or
screen-based applications (video, presentations, mobile, etc.) should use the RGB color space
with hexadecimal values.

PLACEMENT
No version of the mark may be used to replace the words “Transylvania University” in a sen-
tence or headline. They may only be used as stand-alone design elements.

CLEAR ZONE
Observe the clear space around the logos and wordmark to maximize visual effectiveness.
Nothing should intrude into this specified clear space. The radius of the Clear Zone must
equal the height of “S” in Transylvania. This is then used to measure the space surrounding the
logo or wordmark.

For specifications on the application of specific versions of a mark, please refer to the follow-
ing pages.

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 LOGOS WORDMARK

PMS 201 and Black Black PMS 201

PMS 201 and White on Dark Background White on Dark Background

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 PRIMARY LOGO
PMS 201 and Black Black PMS 201

PMS 201 and White on Dark Background White on Dark Background

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 LOGOS HORIZONTAL LOGO

PMS 201 and Black Black PMS 201

PMS 201 and White on Dark Background White on Dark Background

! The horizontal logo should be reserved for particularly challenging layouts in which the primary logo cannot scale appropriately
and the wordmark is insufficient. Generally, the wordmark is adequate for designs that require a horizontal element.

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 HOW TO CREATE
SECONDARY LOGOS
The logo can be combined with department or office names to create PMS 201 and Black
a secondary logo. A secondary wordmark can also be created by
omitting the Old Morrison symbol.

Contact the Office of Communications and Marketing to have a

secondary logo and/or wordmark created for your use. Do not create
a secondary logo or wordmark without input from the Office of
Communication and Marketing. Black

PMS 201 and Black Black

PMS 201 and White on Dark Background

PMS 201 and White on Dark Background White on Dark Background

White on Dark Background

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 LOGOS SEAL

Black White on Dark Background

! The Seal is reserved for presidential use only and cannot be incorporated in whole or in part to any design. For permission to
use the seal, please contact the Office of Communications and Marketing at (859) 233-8120 or email news@transy.edu.

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 IMPROPER LOGO USAGE

1 2 3 4

1 Do not alter colors

5 6 7 8
2 Do not alter proportions
Danis es
reperiae-
rio bea
3 Do not remove elements
con
net ut
as.
4 Do not rotate
5 Do not breach clear zone
6 Do not add drop shadow
7 Do not combine with other symbols
8 Do not distort
9 10 11 12 9 Do not alter fonts
10 Do not alter layout
11 Do not combine with athletic brand
12 Do not place in box or add elements

All improper usage rules apply

to the wordmark and seal.

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 OFFICE MATERIALS

Transylvania’s brand is most powerful when used repetitively

WHERE TO FIND OFFICE MATERIALS
Stationery and Name Badges
Visit Inside Transy to find your campus
ordering representative.
in commonplace scenarios. This is why maintaining aesthetic
consistency in correspondence will ensure that both internal
and external audiences will readily and correctly identify
Transylvania University. It’s imperative that all letters, emails,
business cards and stationery observe the official guidelines for
reproduction.

PowerPoint Templates
Visit Inside Transy to find the PowerPoint
downloads page.

Digital Letterhead
Visit Inside Transy to download a ready-
to-use Word document.

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Name badges and business cards represent the
BUSINESS CARDS AND NAME BADGES
most personalized items of the university brand.
With this in mind, we have created designs that
allow for robust information customization while
maintaining consistency across campus.

The university business cards have been designed

to offer a variety of customizable fields for contact
while maximizing white space and clarity.

Any field that you do not wish to input will simply

be omitted from your personal business card.

Only one email address field is available and it

must be an address ending in @transy.edu.

Name
Title
Title
Title

email@transy.edu
Office: (###) ###-####
Cell: (###) ###-####
Fax: (###) ###-####
300 North Broadway
Lexington, KY 40508
transy.edu

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 OFFICE MATERIALS LETTERHEAD

Transylvania’s official letterhead features a distinc-

tive full bleed element that extends off the top
right edge of the document with a nod to the year
of the university’s founding in the bottom right
corner.

A corresponding #10 envelope is also available.

Both letterhead and envelope are available in

generic and customizable options. Customized
versions provide fields for office name as well as
a direct office line instead of the general campus
phone number.
Office Name
300 North Broadway
Lexington, KY 40508

Customizable letterhead can be ordered by

contacting your department’s stationary store
representative. A list of representatives can be
found on Inside Transy. General use letterhead
and envelopes are available in Office Resources by
contacting Eric Ramsey at eramsey@transy.edu or
calling (859) 233-8137.

Office Name
300 North Broadway | Lexington, KY 40508 | (###) ###-#### | transy.edu FOUNDED 

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 STATIONERY

A6 Note Card

A6 Folding Card

Founded 

Postcard Office Name

FOLD MARK
Office Name
300 North Broadway
Lexington, KY 40508

Office Name

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 OFFICE MATERIALS ENVELOPES

9 1/2 Booklet Envelope

Office Name
300 North Broadway
Lexington, KY 40508

A6 Envelope

Office Name | 300 North Broadway | Lexington, KY 40508

#10 Envelope

Office Name
300 North Broadway
Lexington, KY 40508

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 POCKET FOLDER
Front

Interior Pockets

Back

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 DIGITAL TEMPLATES DIGITAL LETTERHEAD

A digital letterhead document is available as a

Word template on Inside Transy.

It provides a quick and simple way to create offi-

cial Transylvania University correspondence
that can be saved to PDF or printed when official
preprinted letterhead is unavailable.

Please note the lack of bleed off the top right

border of the page. This is done to ensure that in
the rare instance that this document is printed,
margins remain consistent across printers.

300 North Broadway | Lexington, KY 40508 | (859) 233-8300 | transy.edu FOUNDED 

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 POWERPOINT TEMPLATES

Light Version Dark Version

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 DIGITAL TEMPLATES EMAIL SIGNATURE

--
Name
All emails sent from transy.edu accounts should Title 1
include the official university signature. All contact Title 2
information should be formatted in Arial Regular, Title 3
11 point font. Your name and transy.edu should
be set in Arial Bold. The double-hyphen mark (--)
is included at top to indicate the beginning of the
signature.

A template with instructions on how to use the

signature with your preferred email client can be
found at Inside Transy.
Transylvania University
300 N. Broadway | Lexington, KY 40508
O: (555) 555-5555
C: (555) 555-5555
F: (555) 555-5555
transy.edu

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AT HL E T IC S BR A ND

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 ATHLETIC BRAND

The university’s athletic brand is related to the institutional

brand but exists as a distinct entity.

The forward leaning, bold letter forms convey a sense of

momentum, agility and strength. These geometric strokes
mirror themes similar to those found in the Old Morrison
symbol.

The Transy logo can be combined with pre-defined athletic

office and team wordmarks to create sport-specific marks.

! The TRANSY logo cannot be paired with the university wordmark, symbol, logo or seal. It also cannot be paired with the secondary PIONEERS logo.

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 TRANSY WORDMARK

PMS 201 PMS 400 Black

White Plus PMS 201 White Plus PMS 400

PMS 201 Plus White on Dark Background Black Plus White on Dark Background White on Dark Background

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 ATHLETIC BRAND

PMS 201 Plus PMS 400 with Black Black PMS 201

White on Dark Background PMS 201 Plus White on Dark Background

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SPORT-SPECIFIC TRANSY WORDMARKS

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 ATHLETIC BRAND

The secondary athletic wordmark features the Pioneers name

set in the same custom type as the primary TRANSY brand.

! The PIONEERS logo cannot be paired with the university wordmark, symbol, logo or seal. It also cannot be paired with the primary TRANSY logo.

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 PIONEERS WORDMARK

PMS 201 PMS 400 Black

White Plus PMS 201 White Plus PMS 400

PMS 201 Plus White on Dark Background Black Plus White on Dark Background White on Dark Background

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 ATHLETIC BRAND

PMS 201 Plus PMS 400 with Black Black PMS 201

White on Dark Background PMS 201 Plus White on Dark Background

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 SPORT-SPECIFIC PIONEERS WORDMARKS

SPORTS ME D I C I NE

SOFTBALL

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Office of Communications and Marketing
300 North Broadway
Lexington, KY 40508
news@transy.edu | (859) 233-8120