Waldorf University Branding Guidelines

Contents

• Brand Positioning Statement
• Graphic Styles
• Logos
• Email Signature
• Fonts
• Color Palette
• Templates
• General Copy

Branding Guidelines Overview

This branding guidelines document is designed to provide Waldorf University’s faculty and staff with a cohesive and compelling presentation of who we are as an organization and what differentiates us from other universities.

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Brand Positioning

A brand positioning statement ensures that all Waldorf communications are consistent and underscores our value add to all audiences, including current and future students, faculty, staff and community partners. An integral part of Waldorf’s strategic plan, 本声明着重于制定战略营销计划及其支持策略.

Brand Positioning Statement

Since 1903, Waldorf University has created opportunities for learning and service to students seeking well-rounded lives through education by establishing engaging online and residential communities centered on learning and faith.

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Mission

The mission statement serves as Waldorf University’s North Star, 引导其领导倡导组织最内在的目标.

Mission Statement

Waldorf University educates the entire person, 装备学生在他们生活和服务的社区中实现自己的生活.

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Vision

愿景定义了我们的组织目标，并为实现这些目标提供了方向.

Vision Statement

澳门网上博彩官方网站立志成为独特的、负担得起的、价值驱动的、创新的和数字化的大学.

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Values

As a University Born of a Strong Academic Heritage, Waldorf has roots in the Lutheran tradition of excellence in education since the University was founded in 1903. This tradition values service to the community, academic excellence, freedom of inquiry, a liberating education, and learning through the open exchange of ideas.

As a University with Core Values, Waldorf instills values of service, community, critical inquiry, 并在每个学生的终身学习中通过博雅教育和专业学习. These values and education prepare our graduates to understand and contribute to life in our complex and ever-changing world.

As an Online University, Waldorf offers a broad range of quality online programs both at the undergraduate and graduate level that are delivered in an innovative, affordable, and flexible format. 这让学生有机会获得成功，无论在哪里, family life, or professional obligations.

As a Residential University, 华德福提供了一个积极的学生生活计划以及广泛的课外活动, cultural and leadership opportunities. This coupled with our quality academic programs give students a well-rounded educational experience where lasting friendships, personal development, and a growing awareness of community service occur.

As a University that Values Faith, Waldorf uses academic coursework and co-curricular activities to explore the meaning and depth that religion and spirituality can add to life. 我们鼓励学生对宗教信仰在给予指引方面的作用产生深刻的尊重, purpose, and a moral foundation to life.

As a University Engaged with the World, Waldorf broadens our community by enrolling students from throughout the United States and internationally. 包容性和多样性是华尔道夫体验的重要组成部分.

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Messaging

Messaging guidelines outline the institutional characteristics, phrases and terminology to describe Waldorf. 清晰一致的信息传递使大学能够以独特统一的声音说话, strengthening the Waldorf brand among future students, alums and other key stakeholders.

Messaging Guidelines

Tone

• Overall presence
• Welcoming, Personable, Scholarly, Supportive

Like This

From record enrollments on campus to a vibrant online education program with thousands of students nationwide, 澳门网上博彩官方网站有能力在未来几年实现跨越式发展. Now is the perfect time to join the Waldorf family. Together, we can build a brighter future.

Not This

Waldorf is growing fast. Check out our website to join the movement!

Language

• Verbal or written
• Familiar, Proficient, Refined

Like This

Ever evolving, Waldorf has led the charge for change since 1903, embracing technology and academic programs that best prepare our students to lead and serve in a rapidly changing world.

Not This

Waldorf has been embracing technology since day one. 它一直是我们课程的一部分，我们用它来教我们的学生最好的.

Persona

• Attitude or demeanor
• Positive, Congenial, Proud

Like This

What has changed since we last spoke? Waldorf College is now Waldorf University. What has stayed the same? Outstanding academics. A vibrant culture. Our commitment to you.

Not This

Waldorf has changed so much. Wanna know how much? Give us a call!

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Graphic Style Overview

The graphic style guide document is a reference for Waldorf’s faculty and staff when creating internal or external communications. This guide helps us to maintain a strong brand identity by utilizing specific parameters for our owned, earned and purchased channels.

Download PDF Guide

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Logo

Contact the Office of Marketing & Communications for requested logo files.

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Improper Usage

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Logo Usage Guidelines

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University Logo Variations

Usage

To unify Waldorf University and its counterparts, department-specific variations of the university logo should only replace the Waldorf University logo under special circumstances. 特殊情况包括但不限于促销物品, tablecloths, trade show décor, etc. The Waldorf University logo will remain the sole brand of Waldorf University unless given specific permission otherwise. 有关使用的最终决定由行政当局自行决定.

Department Specific Examples

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Email Signature

Templates

Waldorf Employees

要在您的计算机上安装签名块，请遵循以下说明:

1. Request your signature from the Residential Marketing Office.
2. Once received, press Ctrl+A. This will select the entire signature.
3. Right-click and select copy or press Ctrl+C.
4. Create a new signature in Outlook 2007, 2010, or 2011, then, within that blank signature window, right-click and select paste or press Ctrl+V and save.

Remote Employees Using Outlook Web App

要在Outlook web应用程序中安装签名块，请遵循以下说明:

1. Request your signature from the Residential Marketing Office.
2. Sign in to the Outlook Web App
3. On the nav bar, choose Outlook (or Mail) or choose App Launcher> Outlook
4. On the navigation bar, choose Settings > Options
5. Under Options, choose Settings > Mail. Or, under options, select MAIL > Layout > Email signature.
6. 将电子邮件签名粘贴到Outlook web应用程序的“电子邮件签名”文本框中，然后保存.

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Waldorf Lutheran College Foundation Logo

Usage

华尔道夫路德学院基金会的品牌和图形处理遵循吴的. The logo and language specific to the Waldorf Lutheran College Foundation should only be utilized when directly representing the Foundation as charged by the Foundation Board of Directors.

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Waldorf Athletics Logo

Usage

在任何情况下，澳门网上博彩官方网站的标志都不应该取代华尔道夫田径运动的标志. The athletics logo will remain the sole brand of Waldorf Athletics.

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Fonts

Hypatia Sans Pro

This font is recommended for headlines.

Frutiger

This font is recommended for body copy.

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Type Treatment

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Web Fonts

Gill Sans

This font is recommended for primary use.

Helvetica

This font is recommended for secondary use if Gill Sans is unavailable.

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Color Palette

Primary Colors

Two primary brand colors are approved for use with this logo, text headers, subheads, backgrounds and other primary design elements. 始终使用正确的颜色来呈现统一和有凝聚力的品牌形象.

Secondary Colors

在需要的时候，一组次要颜色可以增加营销作品的视觉趣味. Do not convert to any other value than what is indicated below.

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Athletic Color Palette

Colors

The Waldorf Athletics color palette can only be used for athletic purposes and cannot be used in addition to the Waldorf University color palette.

Secondary Colors

在需要的时候，金属色的辅助色增加了营销作品的视觉趣味. Do not convert to CMYK, RGB, WEB or any other value.

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Image Color Overlay

Bottom layer: 80 percent Black on White background

Top layer: Purple (70, 80, 0, 0) with Multiply effect

Top layer: Gold (9, 29, 66, 24) with Multiply effect

Overlay Colors

CMYK: 70 / 80 / 0 / 0
RGB: 105 / 80 / 161
Web: #6850A1

CMYK: 9 / 29 / 66 / 24
RGB: 183 / 146 / 87
Web: #B79257

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Parallelogram Overview

The angle used should be 27.5 degrees.

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Templates

Templates play an essential role in helping us to keep our brand identity intact when creating different communications pieces. 无论我们是在制作内部ppt还是给学生写一封外部信, using the appropriate template creates a distinguished and professional academic look for all messaging.

Letterhead

Waldorf letterhead should be used for all external communications, including letters to students, graduates and future students.

Campus, Online

PowerPoint

华德福ppt模板应用于所有内部和外部通信, including presentations to faculty, staff, students, graduates and future students.

Standard(4:3), Wide(16:9)

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Writing Style Overview

在创建内容时遵循写作风格指南有很多原因. Establishing consistency among different authors, ensuring readers stay focused on the content message versus style and establishing a professional presentation throughout industry-related content are all imperative and valid reasons for implementing a style guide. Specific organizations—like the Distance Education Accrediting Commission—have established business standards for their members to adhere to when addressing the public.

This document was designed to help provide an overview of the writing styles used at Waldorf and when each is appropriate.

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Associated Press (AP) Style

Associated Press style provides guidelines for news writing. It sets the industry standard for writing styles for blogs, magazines, newspapers and public relations firms across the United States. Waldorf uses the Associated Press style to adhere to this industry standard and create consistency among non-scholarly, 为澳门网上博彩官方网站撰写的大众媒体出版物和信件. 

Who Uses AP Style

AP格式最适合在澳门网上博彩官方网站稿中发布副本的情况, newspaper, blog post, media kit, magazine, television broadcast, etc. Marketing personnel, PR practitioners, media members and all Waldorf employees writing on behalf of the university should utilize the Associated Press style during any of these scenarios.

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Associated Press Style Exceptions

AP Style Exceptions

以下是创建华德福内部通信时AP风格的例外列表:

• Advisor: Use this spelling when referring to academic advising; otherwise, use adviser (AP).
• Chairperson: Use chairperson, chair or co-chair. AP prefers chairman or chairwoman.
• Composition Titles: Italicize composition titles. Do not set them off with quotation marks.
• Department Names: Capitalize (Department of Economics). The preferred style is to be less formal (economics department).
• Em dash: No space before or after an em dash. AP prefers spaces on either side.
• Homepage: One word. AP prefers home page.
• 国籍:非裔美国人，亚裔美国人，作为名词拼写时没有连字符. The hyphen is optional when used as a modifier for clarity.
• 百分比:在副标题(标题等)中使用标点符号是可以接受的.).
• 教授:在人的名字前大写教授(琼斯教授).
• Room Numbers: Lowercase. (The library is located in room 305). AP prefers capital.
• Theatre: Use this spelling. AP prefers “theater” unless used in a proper name.
• URL:省略URL开头的http://是可以的，除非是为了清楚起见

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American Psychological Association (APA) Style

APA style provides guidelines for scholarly writing and is most commonly used to cite sources within the social sciences. At Waldorf, we utilize APA style when referring to the treatment of numbers, metrication, statistical and mathematical data, tables and figures for use in writing, reports, or presentations. 

Who Uses APA Style

APA style is best suited within a learning environment, often within a classroom or online learning environment. Teachers, professors, students and other writers should utilize APA when writing essays, term papers, research analyses, book reports, etc.

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General Copy Overview

样板，或“通用副本”，是关于公司或组织的通用信息. The below boilerplate copy is available for use when creating any internal or external communications.

Boilerplate

Founded in 1903, 澳门网上博彩官方网站是一所地区认可的文理大学，位于森林城市的中心, Iowa. Waldorf delivers engaging learning experiences through innovative residential and online instruction, providing its students associate, 商务领域的学士和硕士学位和证书, communication, criminal justice administration, education, music, psychology, theatre and more.

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Terminology Guide Overview

When creating communications pieces, 我们必须确保我们的术语和消息传递在每个渠道中都是一致的. This document was designed to guide Waldorf’s faculty and staff in establishing the appropriate terminology within every situation.

华德福在提到学校的学术使命时，经常引用特定的语言, beneficiary and financial aspects. 使用特定的短语有助于确保我们向所有目标受众提供一致的信息, keeping our brand identity and promise alive and well.

Approved Phrases

下面是一些在制作广告时可以参考的短语, marketing and any additional promotional items:

• Career Services Available
• Caring and Student-Centered Faculty and Staff
• Low-Cost Tuition / Affordable Tuition
• No Application Fee
• No Entrance Exams Required / No ACT, SAT, GRE, GMAT Required
• No Scheduled Online Sessions
• Regionally Accredited Through the Higher Learning Commission of the North Central Association of Colleges and Schools
• Textbooks Provided
• Transfer Credit Evaluated
• Math and Writing Assistance Available

Approved Military-Related Phrases

Additionally, 这些特定的短语已被批准用于与军事有关的广告, marketing or promotional items:

• TA and VA Benefits Accepted
• Military men and women: The term “service member” is acceptable to refer to a current or previous military member. Please do not use “servicemen” or “servicewomen.”
• Credit for Military Training and Prior Coursework
• Military and Veteran Discount
• 退伍军人事务:请使用“退伍军人事务”而不是“退伍军人事务”或“退伍军人事务”.”

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Glossary

Academic Assistance/Academic Support

这个短语与招生部门的招生顾问有关, who offer advice or counsel on enrollment.

eTextbooks

This term refers to any electronic book (formerly: e-book, eBook, e-Book, ebook, digital book, or even e-edition) issued by Waldorf as a part of course materials.

Learning Partner Discount

学习伙伴的会员/员工可以享受10%的学费折扣. 这项福利也延伸到他们的直系亲属(配偶和子女)。.

Lives of Service

This term is in keeping with the Waldorf mission and values. 华德福教育学生要注意自己的社会责任, preparing them for lives of service within their communities, churches and places of employment.

Math and Writing Assistance Available

Waldorf offers this service via the Success Center. 我们的成功中心专家可以帮助那些在数学上有困难的学生.

Transfer Credits Evaluated

Waldorf allows transfer of credit hours for prior academic credits, training and relevant professional licenses and certifications.

Transfer-Friendly Institutions

This term refers to Waldorf’s relationships with outside organizations that utilize its resources and collectively offer educational opportunities or certifications not available solely at Waldorf. 华尔道夫与许多对转学友好的机构都有关系, including Columbia Southern University, California Coast University and Delgado Community College.

Veterans Benefits

This term is used to promote degrees to military men and women.