DeVry University’s
Keller Graduate School of Management
Brand Guidelines
October 2012
Keller Brand Guidelines
Branding Keller
Contents
1
Introduction4
Logo5
Background Art
8
Background Art with the Keller logo
16
Logo Sizing
17
Logo Placement
18
2
Color18
Typography Details
25
Copy Blocks
26
Keller Graduate School of Management brand guidelines
Font20
Photography27
Graphic Elements
29
The Black Box
31
Layout - Putting it Together
32
Keller Voice Guidelines
38
Introduction39
Defining the Keller Voice
40
Knowing our Audience
43
Copy Style Guidelines
45
Compliance Guidelines
58
3-Step Review
63
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Branding Keller Graduate School of Managment
Branding Keller
Introduction
Standing out
How we connect with our audience has a lot to do with how we present ourselves as a brand.
But branding is more than just a name and a logo. It’s a representation of who we are and
why we’re different. When we communicate about our university, the right words, images
and design can reveal who we are – which is just as important as what we do.
Connecting as a brand
Branding is about building a relationship with our audience. When we talk about what we
do in a consistent, clear and accessible way, we lay a foundation of familiarity and trust.
Whether addressing potential students or our own employees, creating a strong connection
by addressing their unique needs is key.
4
Keller Graduate School of Management brand guidelines
One university
Together, Keller Graduate School of Management and DeVry University make up one greater
university, and our brand identity should be aligned and consistent. By leveraging the strong
recognition of DeVry University and the high consideration of Keller, we can strengthen our
position in the marketplace.
In order for our branding to contribute to our future success, everything bearing the Keller
name or logo should follow these guidelines. By carefully managing our brand, we can
cultivate our presence, create enduring relationships and stand apart from our competition.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Branding Keller
Logo
The Keller logo
The Keller logo identifies our brand to the world. It is comprised of the DeVry University
shield and the Keller typeface. They must be used together, never independently.
For branding to be successful, it must be consistently implemented. Correct application of
the Keller identity standards will promote a unified expression of our brand, and protect our
trademarked assets – our name, logo and brand line – from misuse.
The black logo is the preferred use for marketing communications materials. The four color
logo is the preferred use for interior and exterior campus signage.
The stacked version of the DeVry University logo is the preferred version to use.
CMYK (This is the preferred full -color usage of the logo)
grayscale (This is the preferred one-color usage of the logo)
CMYK/white
black
reversed/white
Note: Do not use the reversed logo in a box. This example is
used to make the white type legible.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Keller Graduate School of Management brand guidelines
5
Branding Keller
Logo
The Keller logo
The Keller logo identifies our brand to the world. It is comprised of the DeVry University
shield and the Keller typeface. They must be used together, never independently.
For branding to be successful, it must be consistently implemented. Correct application of
the Keller identity standards will promote a unified expression of our brand, and protect our
trademarked assets – our name, logo and brand line – from misuse.
The black logo is the preferred use for marketing communications materials. The four color
logo is the preferred use for interior and exterior campus signage.
This logo is reserved for use in extreme horizontal spaces. The stacked version of our logo
is preferred.
grayscale (This is the preferred one-color usage of the logo)
Note: For use when space is limited such as websites or
extreme horizontal spaces (i.e. OLA/OOH).
CMYK/white
black
reversed/white
Note: Do not use the reversed logo in a box. This example is
used to make the white type legible.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Keller Graduate School of Management brand guidelines
CMYK (This is the preferred full -color usage of the logo)
6
Branding Keller
Using the Logo
The Keller logo
The logo should never be reduced to smaller than 1.25" wide. The designated safety area
around the logo ensures sufficient space for readability and prevents the logo from feeling
crowded. The shield should not be used separately from the logo text.
Logo safety area
Size limitation
Keller Graduate School of Management brand guidelines
7
Size limitation
1.25"
minimum
1.5"
minimum
(Print Executions)
(Digital Executions)
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Branding Keller
Background Art
The shield
The tone-on-tone shield is the main graphic element for our look. It should only be used in one of the two
main brand colors below.
The steps for creating the background art in the Keller brand colors are outlined on the following pages.
Sandstone: Used for collateral materials
©2012 DeVry Educational Development Corp. All rights reserved.
Keller Graduate School of Management brand guidelines
8
Blue: Used for advertising materials
October 2012
Branding Keller
Background Art: Sandstone
Effects applied to sandstone shield
Keller Graduate School of Management brand guidelines
9
TO CREATE THE BACKGROUND ART
All print files should be 300 dpi, PMS 4525 or CMYK.
1. Begin with the standstone background.
Use PMS 4525 for the primary background color.
CMYK formula for PMS 4525 is: 0, 7, 39, 17
2. Add the shield.
a. Import the vector file “sandstone shield_pms 4525.ai” (shown right,
with the CMYK formula for each color). Then size and position it as
needed.
b. Adjust the layer effects as shown in the Layers palette above.
c. Apply an Outer Glow with shown Structure settings. These settings
may need to be slightly adjusted depending on the size of the artwork.
Pixel based file using a PMS 4525 CMYK match.
dark
When used as a vector file
dark
sandstone shield_4525 cmyk match.ai
dark sandstone: 0, 6, 33, 15
light sandstone: 0, 5, 27, 12
light
©2012 DeVry Educational Development Corp. All rights reserved.
sandstone shield_pms 4525.ai
dark sandstone: 85% PMS 4525
light sandstone: 70% PMS 4525
light
October 2012
Branding Keller
Background Art: Blue
Effects applied to blue shield
Keller Graduate School of Management brand guidelines
10
TO CREATE THE BACKGROUND ART IN BLUE
All print files should be 300 dpi, PMS 647 or CMYK.
1. Begin with a blue background.
Use PMS 647 for the primary background color.
CMYK formula for PMS 647 is: 100, 56, 0, 23
2. Add the blue DeVry University shield.
a. Import the vector file dvu-blue master shield_647 cmyk
match.ai (shown below, with the CMYK formula for each
color). Then size and position it as needed.
b. Adjust the layer effects as shown in the Layers palette above.
c. Apply a Drop Shadow with shown Structure settings. The
distance, spread and size of the drop shadow may need to
be adjusted depending on the size of the artwork. Always
maintain the ratio of 1 : 1 : 5 for the drop shadow.
Pixel based file using a PMS 647 CMYK match.
dark
When used as a vector file
dark
dvu-blue master shield_647 cmyk match.ai
dark blue: 90, 50, 0, 20
light blue: 75, 42, 0, 17
light
©2012 DeVry Educational Development Corp. All rights reserved.
dvu-blue master shield_pms 647.ai
dark blue: 90% PMS 647
light blue: 75% PMS 647
light
October 2012
Branding Keller
Background Art: Blue glow
Placement of and brush settings
for blue glow
Keller Graduate School of Management brand guidelines
11
TO CREATE THE BACKGROUND ART IN BLUE, continued
3. Add the blue glow behind the shield.
The blue glow is created using a brush that is the width of the shield, 1800 px (in the example above) with
a hardness of 0%. The brush opacity should be set to 80%, and the color of the glow is 50% cyan. The glow
should be centered on the shield, touching the top (dashed line above shows placement). Move the layer
containing the glow behind the shield layer in the Photoshop file.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Branding Keller
Background Art: Blue/Square
Keller Graduate School of Management brand guidelines
12
Add accent shading in upper left
and lower right
TO CREATE THE BACKGROUND ART IN BLUE, continued
4. ( Square) Add accent shading to the background.
In order to give the art another layer of dimension, an accent shadow is added to the upper
left and lower right corners of the artwork.
a.
Add vertical and horizontal guides at the midpoint of the file.
b.
Measure the overall dimension of your background artwork. Add additional guides extending
out to the sides, above and below the midpoint guides to outline an area 25% the size of your
background artwork. (For instance, if your artwork is 8” x 8”, your centered area will be 2” x 2”.)
c.
Using the gradient tool on a new layer in Photoshop, drag from the upper left corner of your
artwork to the upper left corner of the centered area (the first intersection of your guides).
Build your gradient from 100% black to 0% black.
Be sure to use 100% black as opposed to a 4-color black mix.
d.
Repeat the same process from the lower right corner of your artwork to the lower right corner
of the centered area.
e.
Set the gradient layers to Multiply with a opacity of 75%. Place the gradient layers behind
both the shield and the glow layers.
4a.
4b
4c
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Branding Keller
Background Art: Blue/Rectangle
Keller Graduate School of Management brand guidelines
13
Add accent shading in upper left
and lower
TO CREATE
THEright
BACKGROUND ART IN BLUE, continued
4. (Rectangle) Add accent shading to the background. In order to give the art another layer of dimension,
an accent shadow is added to the upper left and lower right corners of the artwork.
a. Add a horizontal guide at the midpoint of the file.
b.Measure the overall height of your background artwork. Add additional guides extending above
and below the midpoint guides to outline an area 25% the size of your background artwork.
c. Using the gradient tool on a new layer in Photoshop, drag from the upper left corner of your artwork
to the middle guide at a 45 degree angle. Build your gradient from 100% black to 0% black.
Be sure to use 100% black as opposed to a 4-color black mix.
d. Set the upper left gradient layer to Multiply at an opacity of 65%. Set the lower right gradient to
Multiply at an opacity of 45%.
4a
e. Place gradient layers behind both the shield and the glow layers.
4b
4c
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Background Art: Blue/Rectangle
Branding Keller
TO CREATE THE BACKGROUND ART IN BLUE, continued
4. ( Extreme Rectangle) Add accent shading to the background.
In order to give the art another layer of dimension, an accent shadow is added to the upper
left and lower right corners of the artwork.
Using the gradient tool on a new layer in Photoshop, drag along a 45 degree angle from the
upper left corner of your artwork to lower edge of the artwork. On a new layer, drag along a
45 degree angle from the lower right corner to the upper edge of the artwork for the opposing
gradient. Build your gradient from 100% black to 0% black. Be sure to use 100% black as
opposed to a 4-color black mix.
b.
Set the upper left gradient layer to Multiply at an opacity of 65%.
Set the lower right gradient layer to Multiply at an opacity of 45%.
c.
Place gradient layers behind both the shield and the glow layers.
Keller Graduate School of Management brand guidelines
a.
14
4a.
4b
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Branding Keller
Background Art: Blue
Noise layer settings
Keller Graduate School of Management brand guidelines
15
TO CREATE THE BACKGROUND ART IN BLUE, continued
5. Add a Noise layer over all layers, except the blue shield.
To help soften the gradients that are used on the background art, a layer of Noise is added. Create
a new layer in Photoshop and color it with a flood of CMYK grey (50, 50, 50, 50). Set the Layers
effect to Overlay with opacity and fill at 100%. Apply a Noise effect to that layer with a 2% Uniform,
Monochromatic setting.
Place Noise layer below both the shield and glow layers, but above the gradient layers.
Note: There will not be a noticeable difference in the file, but the Noise layer will help prevent
banding of the gradients during printing.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Branding Keller
Using the logo on the shield
TO CREATE THE BACKGROUND ART, continued
Using the Keller logo with the background art
The logo should be reduced to 60% of the widest dimension of the tone-on-tone shield. It should be centered both
vertically and horizontally within the shield. When logo is locked up with shield, follow size ratio guidelines.
X
The logo should be black
when on the sandstone
tone-on-tone shield.
Keller Graduate School of Management brand guidelines
16
60% of
X
X
The logo should be reversed
when on the blue tone-ontone shield. There is a drop
shadow behind the Keller
logo when it is on a blue
background.
60% of
X
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Branding Keller
Logo/Shield Placement
Logo/Shield placement with the tone-on-tone shield.
When the logo is used on top of the shield as the main graphic element of the piece, they should be
centered on the page. This grouped element it should always be centered on the page, and should always
be easily recognized. (example: brochure covers)
2012-2013 Academic Catalog | Volume VIII
Keller Graduate School of Management brand guidelines
17
Exclusive Opportunity for DeVry Graduates
Invest in Your Future with an MBA
DeVry University’s Keller Graduate School of Management
On campus. Online. Best of Both.
EXAMPLE: Literature/Brochure Covers
The Keller logo and shield are centered together horizontally on the page.
Earning an MBA is a big step
Earning an MBA is a big step
One our professors take with you
One our professors take with you
black box = summary line of text
black box = summary line of text
Deciding to earn your MBA is a big step. And when you earn one at DeVry University’s Keller Graduate
School of Management, we make sure a professor is with you every step of the way. In fact, you’ll find
nationally respected graduate degree programs that meet tomorrow’s business demands, taught by today’s
real-world business leaders.
Deciding to earn your MBA is a big step. And when you earn one at DeVry University’s Keller Graduate
School of Management, we make sure a professor is with you every step of the way. In fact, you’ll find
nationally respected graduate degree programs that meet tomorrow’s business demands, taught by today’s
real-world business leaders.
And whether you earn your MBA at one of our 85 locations nationwide, online or both, you’ll get the same
attention, the same curriculum and the same quality.
And whether you earn your MBA at one of our 85 locations nationwide, online or both, you’ll get the same
attention, the same curriculum and the same quality.
To discover how to grow the business of you, visit keller.edu.
To discover how to grow the business of you, visit keller.edu.
DeVry University is accredited by The Higher Learning Commission of the North Central Association, www.ncahlc.org.
Keller Graduate School of Management is included in this accreditation. Program availability varies by location. In New York, DeVry University operates as DeVry College of New York.
DeVry is certified to operate by the State Council of Higher Education of Virginia. © 2010 DeVry Educational Development Corp. All rights reserved.
DeVry University is accredited by The Higher Learning Commission of the North Central Association, www.ncahlc.org.
Keller Graduate School of Management is included in this accreditation. Program availability varies by location. In New York, DeVry University operates as DeVry College of New York.
DeVry is certified to operate by the State Council of Higher Education of Virginia. © 2010 DeVry Educational Development Corp. All rights reserved.
EXAMPLE: Print Advertising
The preferred placement of the shield is off-center, but a centered shield is also acceptable.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Branding Keller
Brand Color Palette
The Keller color palette consists of five main colors. Please adhere to these specifications
and use preferred vendors and reproduction methods to ensure consistency. Respect
white space and try to use it as another color element. It creates a clean environment
off of which the primary colors can pop, and helps messaging resonate more strongly.
Keller Blue is the primary color for all Keller (materials or campaign pieces), except in
literature (long-format collateral) materials where the sandstone is used. Blue is the
primary color for all print, out-of-home, OLA, direct mail, posters, flyers and digital pieces.
The sandstone color should only be used as the primary color on literature (long-format
collateral) materials.
PANTONE®
647
PANTONE®
4525
White
Black
Keller Graduate School of Management brand guidelines
18
70% Black
CMYK
100, 56, 0, 23
CMYK
0, 7, 39, 17
CMYK
0, 0, 0, 0
CMYK
60, 20, 20, 100
CMYK
0, 0, 0, 70
RGB
0, 86, 149
RGB
218, 199, 147
RGB
255, 255, 255
RGB
0,1,17
RGB
109,110,113
BIN HEX
#005695
BIN HEX
#DAC793
BIN HEX
#FFFFFF
BIN HEX
#000000
BIN HEX
#6D6E71
Note: CMYK values are based from Adobe InDesign CMYK values.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Branding Keller
Secondary Color Palette
The DeVry University accent color palette is designed to support the brand and college
color palettes. These colors are intended to complement the brand, but should never
overpower the brand and college colors. They should be used sparingly, such as in call-outs,
background graphics, or charts, and a limited number of secondary colors should be used in
any collateral material.
690
PANTONE®
315
PANTONE®
5757
PANTONE®
5487
1525
CMYK
0, 97, 0, 59
CMYK
100, 0, 12, 43
CMYK
27, 0, 95, 55
CMYK
35, 0, 16, 54
CMYK
0, 58, 100, 10
RGB
125, 8, 73
RGB
0, 113, 143
RGB
104, 120, 25
RGB
88, 123, 124
RGB
223, 122, 28
BIN HEX
#7D0849
BIN HEX
#00718F
BIN HEX
#687819
BIN HEX
#587B7C
BIN HEX
#DF7A1C
PANTONE®
7623
PANTONE®
654
PANTONE®
132
PANTONE®
422
19
PANTONE®
Keller Graduate SchoolDeVry
of Management
University brand guidelines
PANTONE®
PANTONE®
7589
CMYK
0, 97, 87, 53
CMYK
100, 67, 0, 38
CMYK
0, 28, 100, 30
CMYK
0, 0, 0, 33
CMYK
30, 67, 65, 74
RGB
138, 42, 43
RGB
0, 61, 121
RGB
164, 119, 0
RGB
182, 184, 186
RGB
92, 71, 56
BIN HEX
#802F2D
BIN HEX
#003D79
BIN HEX
#A47700
BIN HEX
#B6B8BA
BIN HEX
#5C4738
Note: CMYK values are based from Adobe InDesign CMYK values.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Branding Keller
Primary Font
Meta LF
Meta LF is one of the headline font to be used in marketing communications materials.
All weights are acceptable. The sans-serif face is open, friendly and distinct. It has a
progressive look with a grounded appeal. Be sure to use the “LF” version of Meta, as the
non-“LF” version is distinclty different.
Meta Book LF
abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
20
Meta Book LF Italic
Keller Graduate School of Management brand guidelines
abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Meta LF Bold
abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Meta LF Bold Italic
abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Branding Keller
Primary Font
Adobe Garamond
Adobe Garamond is one of the primary fonts to be used in marketing communications
materials. All weights are acceptable. It is a classic serif font that is easily read and familiar
to most readers. Please note that Adobe Garamond is a lighter font than Meta. Therefore
when used together it is necessary to increase the size of Adobe Garamond to match the
visual weight/presence of Meta.
Adobe Garamond Regular
abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
21
Adobe Garamond Italic
Keller Graduate School of Management brand guidelines
abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Garamond Bold
abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Garamond Bold Italic
abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
The Adobe Garamond Italic ampersand should not be used.
Times Italic – to be used in lieu of Adobe Garamond Italic only for ampersands ONLY.
&
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Branding Keller
Secondary Fonts
Archer
Archer is one of the secondary fonts for DeVry University. It should be used sparingly, as
an accent. It is a strong, collegiate serif font that offers a distinct feel and fresh look to our
communications materials.
Archer Book
abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Archer Book Italic
22
abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXY
Keller Graduate School of Management brand guidelines
Archer Bold
abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXY
Archer Bold Italic
abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXY
Edwardian Script
Edwardian Script is also one of the secondary fonts for DeVry University.
It is reserved for the more formal or special events or applications.
Edwardian Script
abcdefghijklmnopqrstuvwxyz 0123456789
A B CD EF GH IJK LM N OP QR ST UV WXYZ
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Branding Keller
Cross-Platform and Digital Web-Friendly Fonts
Arial
The font Arial should be used as the digital alternative for meta for all electronic media.
The legibility of the font at smaller sizes and its universal use make it ideal for websites
and email. It is a web-friendly font.
Arial Regular
abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Arial Bold
23
Keller Graduate School of Management brand guidelines
abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXY
Times
The font Times should be used as the digital alternative for Adobe Garamond for
electronic media. The legibility of the font at smaller sizes and its universal use
make it ideal for websites and email. It is a web-friendly font.
Times Regular
abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Times Italic
abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Times Bold
abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXY
Times Bold Italic
abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Branding Keller
Typography
Below are samples of a headline.
This headline is a combination of 32 pt Meta Normal/Book all caps and 50 pt Adobe
Garamond Italic. Typical uses would be print ads, flyers, posters, postcards.
your career
Study like
depended upon it
Keller Graduate School of Management brand guidelines
24
This headline is a combination of 32 pt Meta Bold all caps and 50 pt Adobe Garamond Italic.
Typical uses would be out-of-home pieces and prints ads to increase readability.
your career
Study like
depended upon it
Note: X-height of accent type should match the x-height of headline type.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Branding Keller
Typography
Below are samples of a headline and/or call-outs for internal pages of long-format collateral
pieces. Either is acceptable.
This headline is a combination of 25 pt Garamond Italic and 33 pt Meta Bold Roman.
credibility you expect.
The flexibility you need.
This headline is a combination of 37 pt Garamond Italic and 23 pt Meta Bold Roman.
The
credibility you expect.
The flexibility you need.
©2012 DeVry Educational Development Corp. All rights reserved.
25
Keller Graduate School of Management brand guidelines
The
October 2012
Branding DeVry University
Typography
Below is sample only of a headline and body copy.
- the headline is 18pt.
- the body copy is 9pt. on 11pt. leading.
Career success is waiting for you
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel
illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui
blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem
ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Keller Graduate School of Management brand guidelines
26
Career success is waiting for you
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel
illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui
blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem
ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Note: Copy blocks should be flush left, ragged right. This will avoid uncomfortable word spacing
caused by justified paragraphs.
– Single words, thoughts, phrases, sentences, etc. should NOT have punctuation.
– Separate phrases, thoughts, multiple sentences can use punctuation if necessary.
It is suggested that body copy be used at 8-10 point with leading that is 120–125% of the
font size. Headlines should be set in a size that is large enough to make them stand out,
while not overpowering the page of text. When using type in larger sizes, the leading may be
reduced. Pay extra attention to the kerning on headlines.
No hyphens/word breaks in copy, or headlines.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Branding Keller
Photography
Selecting the right image
Photography is a powerful communication tool that enhances and supports the brand.
It should be straightforward, modern, smart and most of all relevant.
All of our communications are delivered in the Keller voice. Since we provide a wide range of
documents and speak to an even wider range of people, the Keller voice must accommodate
many tones and styles. But the resulting content is always:
•Sensible (common sense)
• Straightforward
•Confident
• Honest
•Human
• Professional
Every aspect of our communications should reinforce these qualities. Photography is a great
way to express the personality of Keller and make it come alive.
27
Keller Graduate School of Management brand guidelines
The look and feel of the photography should feel like a series of “caught moments” and be
editorial in nature. It should feel real and genuine and never forced or staged. As much as
possible, make sure shots of people are in environments that can give context to the visual.
The images should tell a story and capture the expression of emotion. Don’t use
photography that is boring and expected. Refrain from using stock images that create a
feeling of a generic university.
The students, teachers and professionals in the photography should be a good cross-section
of middle America with a range of age, gender and race.
Photography for digital and collateral should be shot in a similar style, but occasionally they
will have specific needs.
For example, images used for digital:
• Need wide panoramic frame to left and right. Bleed out to white or light preferable.
• Use lighter colored backgrounds (text will live there) that are not too cluttered.
The subject’s actions tell the story.
For collateral, the visuals will need to be, for the most part, tighter in and focused.
Bleeds:
For collateral cover pages, photography does bleed off of the page.
For collateral interior pages, images either bleed off of the page, or can be contained.
(See a sample of collateral pieces on pages 32 + 33).
For printed advertising pieces, there is no bleed, there is a white safety margin.
(See a sample of advertising pieces on pages 34 thru 36).
Color:
All literature (long-format collateral-sandstone) uses four-color photography.
All print advertising (print ads, out-of-home, direct mail, posters, flyers and digital pieces)
uses either the blue shield graphic treatment or black and white photography.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Branding Keller
Photography
Samples of Keller photography
Keller Graduate School of Management brand guidelines
28
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Branding Keller
Photography – Please Don’t
DeVry University serves real people. We’re down-to-earth and approachable. Imagery that is gimmicky, clichéd
or overly staged is inconsistent with the real-life of our brand.
DeVry University is friendly, not silly.
We prefer that you use DeVry University
authentic photography, but if you do need
to use stock imagery, steer clear of imagery
that looks like stock.
Avoid using people as metaphors for concepts like foresight,
growth or teamwork. It dehumanizes them and is contrary to
our goal of authentic imagery.
Avoid using stock illustration.
Avoid computer-generated imagery depicting unrealistic situations.
Avoid colorizing photos. It removes the subject from the natural
look or authentic representation that DeVry University is trying
to achieve.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Keller Graduate School of Management brand guidelines
29
Branding Keller
Collateral Layout – Graphic Elements
Sidebar Specifications
When separating or calling out specific copy points, use round corner (0.1) boxes to hold that
information. If a photo is included, it should have square corners and crop at the side even
with the box.
Box color can be: 100% of PMS 4525 (CMYK= 0, 8, 39, 17), or a 25% screen of PMS 4525
(CMYK= 0, 2, 10, 4).
Sidebar Treatment Sample: Adobe Garamond Italic,
vertical type, sidebar can bleed off the page edge.
Sidebar Treatment Sample with a contained
four-color photo, Meta Bold as a subhead
and Meta Book as the body copy
Professional Connections
and Memberships
Keller Graduate School of Management brand guidelines
Professional Connections and Memberships
30
To keep current with industry practices and developments, and
provide highly relevant education, the University’s graduate-level
faculty, staff and alumni are active in various professional organizations including:
•
•
•
•
•
•
•
•
•
•
American Institute of Certified Public Accountants
•
•
•
•
•
•
•
•
•
American College of Healthcare Executives
Federation of Schools of Accountancy
Institute of Managerial Accounting
Project Management Institute International
Academy of Management
American Management Association
American Marketing Association
American Society for Quality
National Black MBA Association
United States Association of Small Business
and Entrepreneurship
American Health Information Management Association
American Society of Training and Development
Society for Human Resource Management
American Society of Industrial Security
Association of Information Technology Professionals
Association for Business Communication
American Association of Cost Engineering International
IEEE
With Keller, you choose
your degree option.
We understand that everyone takes a
different path to success. That’s why
we offer distinct paths with the option
to tailor your coursework to meet your
specific career interests and goals.
In addition, faculty and staff actively participate in professional
organizations to remain current on educational trends and to
continue the University’s leading role in the education arena.
Among others, organizations include:
•
•
•
•
•
•
American Assembly of Collegiate Schools of Business
American Association of University Administrators
American Council on Education
Samples: Mixing Adobe Garamond Italic and Meta Normal/Book
utilizing color palette (gray, blue, black and sandstone)
American Library Association
Council of Graduate Schools
United States Distance Learning Association
©2012 DeVry Educational Development Corp. All rights reserved.
Accounting and Finance
AC505 – Managerial Accounting
Managerial Accounting focuses on developing, interpreting and applying accounting information for
managerial decision-making. The course stresses using financial information within organizations for
understanding and analyzing activities and operations. Students learn linkages between accounting information and management planning through cost analysis (including activity-based costing),
operational and capital budgeting, and
performance measurement. Prerequisite: AC501, FI504 or PA504
AC530 – Accounting Ethics and Related Regulatory Issues
This course examines core values such as ethical reasoning; integrity; objectivity and independence;
and processes for ethical decision-making. Current state, national and international regulatory
developments are addressed. Case studies and analyses focus on concepts of professional responsibility and values, legal requirements and codes of professional conduct related to the accounting
profession. Prerequisite: AC505
October 2012
Branding Keller
The “Black Box”
Black Box usage
While the Black Box is preferred on all pieces (except out-of-home) it is optional.
If there is a need to call out important words/phrase, the Black Box serves this purpose.
Otherwise the Black Box can be eliminated. It is never used for dates, phone numbers,
URLs, addresses, etc...
Black Box color
The Black Box should be built as super black, CMYK (60, 20, 20, 100)
31
©2012 DeVry Educational Development Corp. All rights reserved.
Keller Graduate School of Management brand guidelines
Black Box font/typography
The Black Box always uses Adobe Garamond Italic, in white.
Type should be centered in the box, utilizing initial caps.
There is no use of punctuation within the Black Box, other than commas.
October 2012
Branding Keller
Layout
Putting it together
To deliver on our brand promise, we are committed to sharing information in an accessible
manner. In all of our communications, the most relevant information appears most
prominently. Secondary information is organized into distinct, separate sections.
The basics
When creating Keller communications, always consider the integration of our basic tools –
logo, grid, rule lines, typography, imagery and color. Always observe the clear space and
minimum size requirements when placing the logo. And consider the size and placement of
additional details, such as testimonials and captions, when necessary. All play an important
role in our proprietary look and help establish our brand character.
Keller Graduate School of Management brand guidelines
32
New opportunities
for a new workplace
Human Resource Management
Professional profile for expanding, strategic field
In today’s rapidly changing business world, roles for human resource professionals
have expanded significantly. Now, a well-qualified HR manager or director is expected
to function as a significant partner in, and contributor to, a company’s overall business
strategy and direction. By creating organizational programs and activities that support
these strategies, HR professionals can positively impact organizational success.
Overall employment is projected to grow by 22 percent between 2008 and 2018,
much faster than the average for all occupations. Such growth represents new
opportunities, new responsibilities and a new imperative for HR professionals
to keep their skills up to date1.
Professional responsibilities that make a difference
Choose from three
outstanding options
Grow the Business of You
HR professionals clearly make a difference in the workplace:
•
HR directors develop strategic plans and have overall responsibility for employee issues.
•
Employment managers analyze staffing needs and oversee employee hiring.
•
Benefits managers develop competitive employee compensation and benefit plans.
•
Employee and labor relations managers interpret union contracts, negotiate collective
bargaining agreements and handle employee grievances.
Grow the business of you at Keller
No matter what type of HR management career you want to pursue, DeVry University’s
Keller Graduate School of Management has an educational path to help position you
for success.
With a solid commitment to providing practical, career-focused education that can be
tailored to your career goals and interests, Keller works with leaders in the HR field
to shape our curriculum. In fact, in developing and updating our HR offerings, our Master’s
degree program in Human Resource Management is aligned with current HR Curriculum
Guidebook and Templates of the Society for Human Resource Management (SHRM, www.
shrm.org), the world’s largest association devoted to HR management. SHRM guidelines
identify 13 minimum core HR topics required in every HR degree program, plus 11 HR
elective areas. Bottom line, at Keller you can learn skills essential to maximizing your
career potential from business professionals who know what it takes to succeed.
Keller offers three distinct educational
paths in the field of HR management.
No matter what your career goals,
there’s an option for you.
Invest in Your Future with an MBA
MHRM
Consider a Master of Human Resource
Management degree to position yourself
for success in this dynamic field.
MBA
Pursue a Master of Business Administration
degree with a concentration in HR
to prepare for a wide variety of career
opportunities.
HR Management Graduate Certificate
Earn this while on your way to a master’s
degree or as a stand-alone credential.
You’ve already made one good decision by choosing to pursue an advanced education.
Now make another by choosing Keller, and join the more than 35,000 graduates since 1975
who have put their education to work. Read on to learn more about Keller’s HR management
degree program, graduate certificate, and courses and how they can help grow the
business of you.
DeVry University’s Keller Graduate School of Management
On campus. Online. Best of Both.
1 Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2010–11 Edition, Human
Resources, Training, and Labor Relations Managers and Specialist, on the Internet at www.bls.gov/oco/ocos021.htm
(visited May 27, 2011).
TEMP
meta boLD all caps
lower case garamond italic
black box = summary line of text
The reason for an MBA is to get ahead. And DeVry University’s Keller Graduate
School of Management offers 15 different MBA concentrations to help you
accomplish that. MBA concentrations that are designed to match both the realities
of today’s business world and your career ambitions.
And the choices don’t stop there. You can earn your MBA at one of our
85 locations nationwide, online or both, all with the same attention,
the same curriculum and the same quality.
To discover how to grow the business of you, visit keller.edu.
DeVry University is accredited by The Higher Learning Commission of the North Central Association, www.ncahlc.org.
Keller Graduate School of Management is included in this accreditation. Program availability varies by location. In New York, DeVry University operates as DeVry College of New York.
DeVry is certified to operate by the State Council of Higher Education of Virginia. © 2010 DeVry Educational Development Corp. All rights reserved.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Branding Keller
Standard Collateral Layout Examples
Program Guide Cover
Logo
Black, centered on tone-on-tone shield
Logo is set to 75% of shield width (see pg 13).
Black box
The Black Box is optional. If there is a need to call out
important words/phrase, the Black Box serves this purpose.
Otherwise the Black Box can be eliminated.
Centered between shield graphic and photo at 2/3’s of the
page width, height should accommodate one line of copy
* the Black Box should be built CMYK (60, 20, 20, 100)
Black box type
Adobe Garamond Italic, white, 22/26 pt and +25 tracking.
Type should be centered in the box, lower case and use
initial caps for proper names.
70%
Sample of the Keller Program Guide
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
33
Keller Graduate School of Management brand guidelines
30%
Shield graphic box/Shield location
30% of page height/shield should be centered in this
upper portion of the page
Branding Keller
Standard Collateral Layout Examples
Brochure
Shield graphic box/ Shield location
50% of page height/shield should be centered in this
upper portion of the page
Logo
Black, centered on tone-on-tone shield
Logo is set to 75% of shield width (see pg 13).
Black box
The Black Box is optional. If there is a need to call out
important words/phrase, the Black Box serves this purpose.
Otherwise the Black Box can be eliminated.
Centered between shield graphic and photo at 2/3’s of the
page width, height should accommodate one line of copy
* the Black Box should be built CMYK (60, 20, 20, 100)
Black box type
Adobe Garamond Italic, white, 21/21 pt and +25 tracking.
Type should be centered in the box, lower case and use
initial caps for proper names.
Grow the Business of You
Photo area
50% of page height
Full bleed
50%
Back covers
The back covers for Keller will have a portion of the cover
painted in Keller black. This break should align itself with
the edges of the imagery on the front cover.
Logos
Keller logos on both front and back covers should be
horizontally aligned, utilizing the tone-on-tone shield on the
front cover, but not on the back cover.
Photography
All literature (long-format collateral/brochures) should use
four color photos.
DeVry University’s Keller Graduate School of Management
On campus. Online. Best of both.
Visit keller.edu or call 888.535.5370
Visit keller.edu or call 888.535.5370
Grow the Business of You
Invest in Your Future with an MBA
For comprehensive consumer information, visit keller.edu/mba
For comprehensive consumer information, visit keller.edu/studentconsumerinfo
In New York, DeVry University operates as DeVry College of New York. DeVry University is authorized for
operation by the THEC, www.state.tn.us/thec. Nashville Campus: 3343 Perimeter Hill Dr., Nashville, TN 37211. DeVry is certified
to operate by the State Council of Higher Education for Virginia. AC0060. Program availability varies by location. The GAC and PMI logos
are registered marks of the Project Management Institute, Inc. For the full list of PMI’s legal marks, contact the PMI legal department.
Any other trademarks used herein are owned by DeVry Educational Development Corp. or their respective owners and may not be used
without permission from such owners. ©2011 DeVry Educational Development Corp. All rights reserved. 09-300120 6/11 75M
Sample of the Keller capabilities brochure (front and back covers)
©2012 DeVry Educational Development Corp. All rights reserved.
DeVry University’s Keller Graduate School of Management
On campus. Online. Best of Both.
In New York, DeVry University operates as DeVry College of New York. DeVry University is authorized for
operation by the THEC, www.state.tn.us/thec. Nashville Campus: 3343 Perimeter Hill Dr., Nashville, TN 37211. DeVry is certified
to operate by the State Council of Higher Education for Virginia. AC0060. Program availability varies by location. The GAC and PMI logos
are registered marks of the Project Management Institute, Inc. For the full list of PMI’s legal marks, contact the PMI Legal department.
Any other trademarks used herein are owned by DeVry Educational Development Corp. or their respective owners and may not be used
without permission from such owners. ©2012 DeVry Educational Development Corp. All rights reserved. 09-800899 3/12 5M
Sample of the Keller MBA brochure (front and back covers)
October 2012
34
Keller Graduate School of Management brand guidelines
50%
Branding Keller Standard Ad Layout Examples
Print Ad
White space
.375" margin from top and side edges
lower case garamond italic
Shield location
Shield should be centered in the upper portion of the page
55%
to
75%
Background art
Use same formula (pg 8) for shield, place
on Keller blue (Pantone 647), make shield opacity 45%
box is 55% to 75% of overall height
Headline type
Meta Normal/Book, all caps, white, 36/48 pt
Type should be centered
black box = summary line of text
Deciding to earn your MBA is a big step. And when you earn one at DeVry University’s Keller Graduate School
of Management, we make sure a professor is with you every step of the way. In fact, you’ll find nationally
respected graduate degree programs that meet tomorrow’s business demands, taught by today’s real-world
business leaders.
And whether you earn your MBA at one of our 85 locations nationwide, online or both, you’ll get the same
attention, the same curriculum and the same quality.
To discover how to grow the business of you, visit keller.edu.
Accent type
Adobe Garamond Italic, white, 101/101 pt
Type should be centered, and lower case
* Leading may have to be adjusted for
ascenders and descenders.
X-height of accent type must match
the x-height of headline type.
DeVry University is accredited by The Higher Learning Commission of the North Central Association, www.ncahlc.org.
Keller Graduate School of Management is included in this accreditation. Program availability varies by location. In New York, DeVry University operates as DeVry College of New York.
DeVry is certified to operate by the State Council of Higher Education of Virginia. © 2010 DeVry Educational Development Corp. All rights reserved.
Type drop shadow
Drop shadow is 40% black, set to Multiply
(Offset X: .05, Offset Y: .05, Distance: .0694”)
Exception on the headline typography: If “Keller Graduate School of Management”
appears in the headline, use small caps with initial caps. Small cap height should
be set at 85% of cap height.
Note: All advertising uses either the blue shield graphic treatment or a black and white photo.
Black box
The Black Box is optional. If there is a need to call out
important words/phrase, the Black Box serves this purpose.
Otherwise the Black Box can be eliminated.
Centered between shield graphic and photo at 2/3’s of the
page width, height should accommodate one line of copy
* the Black Box should be built CMYK (60, 20, 20, 100)
Black box type
Adobe Garamond Italic, white, 21/21 pt and +25 tracking
Type should be centered in the box, lower case and use
initial caps.
Logo
4-color, lower right with clear space
Body copy
Meta Normal/Book, black, 9/14 pt
Campus location
Meta Bold, black, 11/14 pt
Campus address
Meta Bold, black, 11/14 pt
Optional call to action
Meta Bold, DeVry blue, 14/16 pt
Ideally the bottom of the call to action line should align
with the bottom of the Keller logo.
Disclaimer copy
Meta Normal/Book, 60% black, 6.5/7 pt
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
35
Keller Graduate School of Management brand guidelines
meta book all caps
Branding Keller Standard Ad Layout Examples
Print Ad
White space
.375" margin from top and side edges
meta boLD all caps
55%
to
75%
lower case garamond italic
Photo area
55% to 75% of overall height
4C B/W photography
Headline type (with picture)
Meta Bold, all caps, white, 35 pt
Type should be centered
Accent type
Adobe Garamond Italic, white, 101/101 pt
Type should be centered, and lower case
* Leading may have to be adjusted for
ascenders and descenders.
X-height of accent type must match
the x-height of headline type.
black box = summary line of text
The reason for an MBA is to get ahead. And DeVry University’s Keller Graduate
School of Management offers 15 different MBA concentrations to help you
accomplish that. MBA concentrations that are designed to match both the realities
of today’s business world and your career ambitions.
And the choices don’t stop there. You can earn your MBA at one of our
85 locations nationwide, online or both, all with the same attention,
the same curriculum and the same quality.
Type drop shadow
Drop shadow is 40% black, set to Multiply
(Offset X: .05, Offset Y: .05, Distance: .0694”)
Black box
The Black Box is optional. If there is a need to call out
important words/phrase, the Black Box serves this purpose.
Otherwise the Black Box can be eliminated.
To discover how to grow the business of you, visit keller.edu.
DeVry University is accredited by The Higher Learning Commission of the North Central Association, www.ncahlc.org.
Keller Graduate School of Management is included in this accreditation. Program availability varies by location. In New York, DeVry University operates as DeVry College of New York.
DeVry is certified to operate by the State Council of Higher Education of Virginia. © 2010 DeVry Educational Development Corp. All rights reserved.
Centered between shield graphic and photo at 2/3’s of the
page width, height should accommodate one line of copy
Exception on the headline typography: If “Keller Graduate School of Management”
appears in the headline, use small caps with initial caps. Small cap height should
be set at 85% of cap height.
* the Black Box should be built CMYK (60, 20, 20, 100)
Black box type
Adobe Garamond Italic, white, 21/21 pt and +25 tracking
Type should be centered in the box, lower case, use initial
caps for proper names.
Note: All advertising uses either the blue shield graphic treatment or a black and white photo.
Logo
4-color, lower right with clear space
Body copy
Meta Normal/Book, black, 9/14 pt
Campus location
Meta Bold, black, 10/14 pt
Campus address
Meta Normal/Book, black, 10/14 pt
Optional call to action
Meta Bold, DeVry blue, 14/16 pt
Ideally the bottom of the call to action line should align
with the bottom of the Keller logo.
Disclaimer copy
Meta Normal/Book, 60% black, 6.5/7 pt
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
36
Keller Graduate School of Management brand guidelines
TEMP
Shield location
Shield should be centered in the upper portion of the page
Branding Keller Standard Out-of-Home Layout Examples
On of the most common sizes for Keller billboards is 48' x 14', with the mechanical
files built at 1/2 scale. The following specs can serve as general guidelines for any
billboard design. For ease of reading and simplicity, billboards should be kept to one
key message with the URL and logo as the only other elements.
career success starts here
Enroll Today
75%
37
Keller Graduate School of Management brand guidelines
Naperville Center | Keller.edu/Chicagoland
© 2010 DeVry Educational Development Corp. All rights reserved.
Background art
Use same formula (pg 8) for shield, place
on Keller blue (pantone 647).
The blue area is 75% of the overall height of the billboard.
Shield location
When main graphic encompasses a headline, logo and
a shield, the headline is offset from the logo and shield.
Typically used for out-of-home and literature (long format
collateral/brochures).
Headline type
Meta Bold, all caps, white*
Type should be centered
Accent type
Adobe Garamond Italic, white, 101/101 pt
Type should be centered, and lower case
* Leading may have to be adjusted for
ascenders and descenders.
X-height of accent type must match
the x-height of headline type.
Type drop shadow
Drop shadow is 40% black, set to Multiply
(Offset X: .05, Offset Y: .05, Distance: .069”)
Do not use the black call-out box on billboards
Logo
Centered over shield, reverse with clear space
4 color seal
Logo is set to 125% of shield width (see pg 13).
Call to action
Meta Bold, 80% black
Disclaimer copy
Meta Normal/Book, 60% black, 12/14 pt
Type should be in the lower left hand corner and
left justified
Exception on the headline typography: If “Keller Graduate School of Management”
appears in the headline, use small caps with initial caps. Small cap height should
be set at 85% of cap height.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Keller Graduate School of Management Voice
Keller Voice
Introduction
How we speak adds impact to what we say
Every successful brand is sustained by the consistent look of its visuals and the consistent
tone of its messages. This section is a guide to understanding and applying the Keller voice –
the unique tone of our communications.
For Keller, a unified voice is particularly important because written communications are a
core part of our brand. From brochures to post cards to web pages, our words help people
grasp the full benefit of our advanced educational programs and services. By using a
consistent voice for these different communications, we build and maintain the confidence
of our many different audiences.
39
Keller Graduate School of Management brand guidelines
Objectives
The objectives of our communications are simple:
• Familiarize prospects with Keller Graduate School of Management and the
programs we offer
• Establish Keller Graduate School of Management as a legitimate graduate school
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Keller Voice
Defining the Keller Voice
The Keller voice
The Keller voice is the tone, manner and personality of our words. It serves to
help us produce powerful, engaging communications that differentiate our brand. The intent
is not to reflect the voice of our president or any specific individual at Keller, but to represent
the collective voice and values of our entire graduate school. The goal is to help Keller:
Use a common voice
Strengthen our brand
Deepen our relationships with prospective students, employers and key influencers
Reinforce our visual expression
Show our determination to provide information and access
Express our dedication to those interested in post-graduate education and
personal development
40
Keller Graduate School of Management brand guidelines
•
•
•
•
•
•
Five attributes of the Keller voice
All of our communications are delivered in the Keller voice. Since we provide a wide range of
documents and speak to an even wider range of people, the Keller voice must accommodate
many tones and styles. But the resulting content is always:
•
•
•
•
•
Sensible (common sense)
Straightforward
Confident
Honest
Human
Common sense – Speak plainly
Use language that is easy to understand and free of jargon. The clearer the language we use,
the greater the benefit for our audience.
Straightforward – Be upfront and direct about the purpose of each piece of communication
Because our audience consists of working adults who are juggling responsibilities and are
likely short on time, our message must be purpose-driven, free from marketing fluff, and
professional in tone. Rather than put a sales spin on what we write, we let the facts sell
themselves.
Confident – Express self-assurance and experience
Since 1973, Keller Graduate School of Management has been a recognized institution of
higher learning, with a reputation for helping students earn advanced degrees and maximize
their potential for career growth. We will always speak with confidence, never disparaging
our competitors.
Honest – Be authentic and genuine
Highlight results and real success through personal testimonials from our students, faculty
and employers. Let their stories inspire future applicants.
Human – Demonstrate empathy
Our business is people. We must therefore talk to people like people. Facts must be
presented in a professional manner. We should always show how well we understand where
our audience is coming from and what matters to them.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Keller Voice
Defining the Keller Voice
Writing style
This section is not intended to tell you how to write; rather, it’s intended to help you build
and strengthen the Keller brand. It provides general outlines for tone and manner, with
flexibility built in to accommodate the wide variety of communications produced by
Keller. Undoubtedly, you’ll be asked to apply the Keller voice in situations the designers and
writers of these standards could not have predicted. In every writing assignment you face,
this guide can help you make logical choices that are consistent with the Keller core values
and that make our brand more powerful.
Brand name
First mention in every consumer-facing communication must be “DeVry University’s Keller
Graduate School of Management.” After that it can be referred to as “Keller” or “Keller
Graduate School of Management”.
Keller Graduate School of Management brand guidelines
41
Theme line
The phrase “the business of you” is the theme throughout all Keller communications.
It evokes emotion and reflects the personal nature of pursuing an MBA.
To be legally compliant, refrain from using the exact phrase “the business of you” as a
stand-alone headline or subhead. The phrase may appear in body copy, however, but it may
not be called out in anyway (bold, italic, underline, etc...)
More commonly, it will be used as a call-to-action (“Learn how to grow the business of you”),
or can be incorporated into a headline with supporting messaging (“Grow the business of
you”; “Discover how to grow the business of you”; “Master the business of you”).
If used as a headline, refrain from duplicating the phrase in the call-to-action on the same piece.
Personality
The Keller voice reflects the personality of the brand. Keller personifies a professional you
respect, but who isn’t overly stuffy or serious. This person takes your questions, concerns,
fears and hopes to heart and offers you input and advice that speaks to his or her experience.
They motivate and encourage when you need reassurance, and are straight with you when
you need facts and answers.
Narrative perspective
All written messages from Keller will be familiar, yet professional in tone. And because
of this, should take a first-person point of view. When referring to Keller’s offerings and
capabilities, for example, it is acceptable to use the familiar “we”. When addressing
prospective students, it is acceptable to use the familiar “you”.
Contractions
Since all of our communications must express a human tone, it is acceptable to use
contractions. They lend a conversational fluidity to the message that is interpreted as more
personal, intimate and real.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Keller Voice
Defining the Keller Voice
Jargon/Slang
While the tone of the messaging should be human, familiar and professional, it is still
important to be mindful of jargon or slang. Remember, you are addressing various audiences
with different degrees of familiarity with our brand, so use discretion. Messaging should
always show that we know our audience without trying to use their voice to reach them.
Punctuation
All headlines, subheads, bullet points which are single thoughts, phrases, sentences, etc.
should NOT have end punctuation. Multiple separate phrases, thoughts and sentences can
use punctuation if necessary. All headlines/subheads, regardless of the piece, WILL have
end punctuation when the headline/subhead takes the form of a question.
42
Avoid the use of serial commas. Do not place a comma before “and” in a series of 3 or more.
Keller Graduate School of Management brand guidelines
When the black call-out box is used on a piece, the copy within will only have end
punctuation if it takes the form of a question.
When placing a phone number, use periods to separate the numbers, not dashes.
Service mark, registered service mark, trademark and copyright symbols are used at the first
mention of the product in the piece.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Keller Voice
Knowing Our Audience
A profile of the Keller audience
By understanding who we are trying to reach, we can deliver more effective and targeted
communications. The Keller audience consists primarily of working adults who are focused
on taking the next step in their career. Generally, they are established in their careers with a
solid amount of experience (5-10 years). Whether they are looking to advance in their current
field, transition to a similar field, or a completely different field, they have one common trait.
They know that an advanced degree is the next step toward their desired outcome – getting
ahead to the next level of their career.
They share the entrepreneurial spirit and are results oriented. They are hard workers and
understand the importance of education.
43
Keller Graduate School of Management brand guidelines
The credibility of a Keller education is important to this audience – knowing their education
provides them with the additional credentials that helps them get ahead.
The Keller audience skews slightly female (55%), and over 50% are multicultural. In addition
to working in a full-time role, the Keller target audience is married and many have children.
The average age of the Keller audience is 35, but most communications are targeted to those
between the ages of 25-49.
It is important to recognize the competing time commitments faced by the target audience;
balancing the needs of work, family and education is critical. To this audience, knowing that
their graduate school recognizes their constant challenge of work/life balance by offering
flexibility throughout their experience is very important.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Keller Voice
Knowing Our Audience
A range of expression
Our communications express a broad range of emotions and sentiments. Depending on the
objective, our voice can reflect many different moods. It can inspire, instruct or surprise.
We are careful to stay within an appropriate range for our audience. To do this, we must
consider the extent of their knowledge throughout their student journey.
At the onset of their interactions with us, our audience will require messaging that is
motivational in nature and promotes Keller. Messaging must offer a broad overview of
Keller’s capabilities, inspire the audience to pursue an advanced degree from Keller and
activate them to seek more information.
44
Keller Graduate School of Management brand guidelines
The second phase of communications will fulfill their request for information with detailed
messaging about the specific topic(s) requested. Messaging must be informative and help
the audience learn about and consider the topic at hand, while differentiating Keller from
other graduate schools they may be considering.
At the next phase, our audience will require information that helps them acclimate. These
materials would be much more straightforward and functional – applications, for instance.
The messaging must be clear and concise, offering step-by-step, easy to follow instructions.
Once our audience has completed the first three phases of interactions with us, they begin to
evolve. At this phase, communications will be specific and functional in nature.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Keller Graduate School of Management Copy Style
Keller Copy Style Guidelines
Name Convention & Consistency
Be sure that the name of the entity in the body copy matches the logo being used in the materials and that you are using the appropriate
name convention for the entity represented.
LOGO
NAme of entity
DeVry University
(Note: This naming convention is required for the first mention in the piece
to distinguish between DeVry University vs. DeVry Inc. You may shorten
subsequent mentions within the copy to “DeVry”.)
DeVry College of New York
(Note: This naming convention is required for the first mention in the piece.
You may shorten subsequent mentions within the copy to “DeVry”.)
DeVry Institute of Technology
(Note: This naming convention is required for the first mention in the piece.
You may shorten subsequent mentions within the copy to “DeVry”.)
DeVry University’s Keller Graduate School of Management
(Note: This naming convention is required for the first mention in the piece.
You may shorten subsequent mentions to “Keller”.)
Keller Graduate School of Management at DeVry College of New York
(Note: This naming convention is required for the first mention in the piece.
You may shorten subsequent mentions to “Keller”.)
DeVry College of New York
DeVry University and its Keller Graduate School of Management
(Note: This naming convention is required for the first mention in the piece.
You may shorten subsequent mentions to “DeVry” and “Keller”.)
DeVry College of New York and its Keller Graduate School of Management
(Note: This naming convention is required for the first mention in the piece.
You may shorten subsequent mentions to “DeVry” and “Keller”.)
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Keller Graduate School of Management brand guidelines
46
Keller Copy Style Guidelines
Terminology
General Terminology __________________________________________________________________________________________
Academic Success Center Use “Academic Success Center” as opposed to “Academic Support Center”
acronyms When using acronyms, first instance should include complete spelling of
acronym. Example: PMI (Project Management Institute)
admissions advisor vs. admissions representativeUse “admissions advisor” for all DeVry University materials, except for
materials being distributed in Florida, Minnesota, Nebraska and Oregon
specifically. In materials specific to these states or in international materials,
use “admissions representative” instead.
“can” vs. “will” Use the term “can” as opposed to “will”. The term “will” implies a guarantee.
A student’s ultimate degree of success depends on factors that are not under
direct control of the institution, therefore we do not promise success.
careers Use “careers” as opposed to “jobs”.
classes Use “classes” only when communicating “class start”.
College of Business & ManagementUse the actual college name, as opposed to slang. “College of Business &
Management” as opposed to “School of Business”. However, in New York,
they ARE referred to as “schools”.
College of Liberal Arts & Sciences Faculty General Education Faculty
contractionsShould be used. The DeVry voice should express a human tone.
Be consistent. If using contractions, use them throughout. Don’t mix.
course withdrawal Use “course withdrawal” when referring to withdrawal fro m 1 course after
add/drop period, as opposed to “intermission”, “Intermit”, “interruption”
“courses” vs. “classes” coursework Use “courses” when referring to courses within a degree program.
Use “coursework” as opposed to “classwork”.
developmental ourses or foundation courses Use “developmental courses or foundation courses” as opposed to
“outplaced”.
DeVry University or DVU Our institution is “DeVry University”. We typically use the entire entity name
to distinguish between ourselves and DeVry Inc.
DeVry University online Our institution is “DeVry University”. We typically use the entire entity name
with along with online for clarification, as opposed to simply “Online”.
email
email (one word), not e-mail.
earnUse this term as opposed to “complete”, “get” or “acquire”. These terms are
too promissory. “Earn” is the approved language.
FREEThe word “free” is not used in our materials. Specifically, we CANNOT use the
word “free” in the following states – Alabama, Arkansas, Arizona and Florida.
freshman, sophomore, junior, senior Use “freshman, sophomore, junior, senior” as oppose to
“1st, 2nd, 3rd, or 4th year”
Home Office Use “Home Office” as opposed to “Corporate”.
internet
Use “web” or “Internet” as opposed to “World Wide Web”
jargon/slang/pop-culture terminology
Avoid, be conversational, but mindful DVU is an academic institution
new students Use “new students” as opposed to “starts”.
on campus
Use “on campus” as opposed to “on-site”
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
47
Keller Graduate School of Management brand guidelines
“and” vs. “&”Use “and” – Spell out whenever possible in headlines, subheads
and body copy
Keller Copy Style Guidelines
Terminology
General Terminology (COnt’d) __________________________________________________________________________________
online
one word, no cap, unless first word of sentence
prepositional phrases
Avoid sentences ending in prepositional phrases
professors (adjunct, assistant, associate) We refer to our educators as “professors” as opposed to “teachers” or
“instructors”
Use “resumé”, as opposed to “resume”
recruitment Use “recruitment” as opposed to “sales”.
scheduling Use “scheduling” as opposed to “booking”.
semester grade point average (SGPA) Use “semester grade pointaverage (SGPA)” as opposed to “term grade point
average”
sentences beginning with “And, With, But, Or”
Use sparingly, where appropriate
smartphone
one word, no cap, unless first word of sentence
staffing Use “staffing” as opposed to “manpower”
university withdrawal Use “university withdrawal” when referring to withdrawal from all enrolled
courses after add/drop period, as opposed to “academic enrollment”
web
Use “web” or “Internet” as opposed to “World Wide Web”
website
one word, no cap, unless first word of sentence
DEGREE PROGRAMS _______________________________________________________________________________________________
Master’s degree in Business AdministrationThis is the preferred reference. Where possible, use this reference as opposed
to the actual degree nominclature. This reference is more “common speak”
and all encompassing.
Master of Business Administration Master of Business Administration Program is the actual degree nominclature,
which is not preferred. This varies by state. In instances where you need
to use this more formal reference, you may need to include disclaimers,
depending on the degree program and state.
Master’s degree program in Business AdministrationThis refers to our product offering. You must include degree program in first
instance. It is optional to delete “program” in subsequent instances
if the reference appears multiple times on the same page. Flexibility exists
here and this would need to be evaluated on a case-by-case basis.
associate, bachelor’s, master’sAssociate (no apostrophe ‘s’), bachelor’s (include apostrophe ‘s’),
master’s (include apostrophe ‘s’)
MSEDWe do not use degree program name acronyms when speaking to any external
audience. Those are reserved for internal use only. The one exception would
be “MBA”. In some cases it may be preferable to use the acronym “MBA” as
opposed to “Master’s in Business Administration”
“&” Use “&” in Colleges of and program names only
“and”
Use “and” in specializations, tracks, concentrations, fields of study, etc.
Keller offers “master’s degree programs and graduate certificates” Keller does not offer “masters degree and certificate programs”
“degrees” vs. “courses”In New York – Queens (Rego Park) and Manhattan centers, do not use the term
“programs”. Use “course” as opposed to “programs”.
“Colleges of”Appropriate for use in DeVry University materials. We DO NOT use “colleges”
in New York or Calgary materials. In New York, we use “schools” instead.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
48
Keller Graduate School of Management brand guidelines
resumé
Keller Copy Style Guidelines
Terminology
Accreditation __________________________________________________________________________________________________
institutional accreditationUse when referring to HLC – our institutional Accreditor. Regional
accreditation is no longer being used. (See “Compliance” section for
reference.)
DEVRY: “DeVry University is accredited by The Higher Learning Commission of
the North Central Association, www.ncahlc.org”
KELLER & CO-BRANDED: “DeVry University is accredited by The Higher
Learning Commission of the North Central Association, www.ncahlc.org.
Keller Graduate School of Management is included in this accreditation.”
programmatic accreditation and recognitionsUse when referring to accreditation related to specific programs.
(TAC of ABET, CAHIIM, PMI, etc.)
FINANCIAL AID ____________________________________________________________________________________________________
“Available for those who qualify”
References to availability should include “for those who qualify”.
Location-Specific and national materials _______________________________________________________________________
Name of entityName of entity must always be included in the body copy. (See “Name
Convention & Consistency” section for reference.)
Example: DeVry University, DeVry Institute of Technology, DeVry College of
New York, DeVry University’s Keller Graduate School of Management, Keller
Graduate School of Management at DeVry College of New York.
Location nameInclude city name at a minimum.
Example: DeVry University’s Addison campus
In NATIONAL and TENNESSEEInclude the entire address and the Tennessee approval statement with a
link to the THEC website in the disclaimer. (See “Compliance” section for
reference.)
In NATIONAL and VIRGINIAInclude the entire address and the Virginia approval statement in the
disclaimer. (See “Compliance” section for reference.)
In NATIONAL and INDIANAInclude the Indiana Advertising code in the disclaimer. (See “Compliance”
section for reference.)
In NATIONAL and MISSISSIPPIInclude the entire address and the Mississippi approval statement in the
disclaimer. (See “Compliance” section for reference.)
In OKLAHOMA only
Include the name, entire address and phone number.
In NATIONAL distributed in New York, but branded DeVry University (as opposed to DeVry College of New York)
Include New York disclaimer “In New York, DeVry University Operates
as DeVry College of New York”
(See “Compliance” section for reference.)
In NATIONAL distributed in Calgary, but branded DeVry University (as opposed to DeVry Institute of Technology)
Include Calgary disclaimer “In Calgary, DeVry University Operates
as DeVry Institute of Technology”
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
49
Keller Graduate School of Management brand guidelines
NEW YORK: “DeVry University is accredited by The Higher Learning
Commission of the North Central Association, www.ncahlc.org. In New York,
DeVry University operates as DeVry College of New York”
Keller Copy Style Guidelines
Terminology
Location-Specific and national materials (COnt’d) ______________________________________________________________
New York – Queens (Rego Park) DeVry’s Queens (Rego Park) and Manhattan centers offer undergraduate
and Manhattan centersand graduate courses. Advertisements for “programs” at these locations
should not be made. When advertising for these locations, refer to “courses”,
rather than “programs”.
New York – Midtown Manhattan campus“Programs” are offered at the Midtown Manhattan campus, rather
than “courses”.
STATE- & ProvinCe- SPECIFIC materials ____________________________________________________________________________
NEW YORKWe DO NOT use “colleges” in New York. We use “schools” instead.
Refer to Online degree “courses” as opposed to degree “programs”.
VIRGINIAAds placed in Virginia contain the street address of at least one of DeVry’s
Virginia locations. Ads also include the VA approval statement: “Certified to
operate by the State Council of Higher Education for Virginia”. For items with
space limitations or radio with time restraints, the following abbreviated
statement may be used: “Certified to operate by SCHEV.”
(See “Compliance” section for reference.)
INDIANA
Indiana advertising code is included on national materials and any ad that
runs within Indiana. (See “Compliance” section for reference.)
MISSISSIPPIAds placed in Mississippi contain the street address of at least one of
DeVry’s Mississippi locations. Ads also include the MS approval statement:
“Licensed by the Mississippi Commission on Proprietary School and College
Registration, Certification No. C-498.”. For items with space limitations or
radio with time restraints, the following abbreviated statement may be used:
“Certified to operate by SCHEV.”
(See “Compliance” section for reference.)
Florida, Minnesota, Nebraska and OregonUse “admissions representative” as opposed to “admissions advisor”.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
50
Keller Graduate School of Management brand guidelines
NEW YORK – ONLINE
TENNESSEEAds placed in Tennessee contain the street address of at least one of DeVry’s
Tennessee locations. Ads also include the TN approval statement: “DeVry
University is authorized for operation by the THEC, www.state.tn.us/thec.
Nashville Campus: 3343 Perimeter Hill Dr., Nashville, TN 37211.”
(See “Compliance” section for reference.)
Keller Copy Style Guidelines
Capitalization
General Capitalization _________________________________________________________________________________________
headlinesCap only first word, proper nouns and program names of our product.
subheadsCap only first word, proper nouns and program names of our product.
Example: “Earn your bachelor’s degree in the field of engineering technology.”
Refers to general field or area of study. No caps.
Example: “Earn your bachelor’s degree from DeVry in Engineering Technology.”
Refers to our product. Cap program name.
Capitalize first word of bullet.
black boxUse initial caps. Example: “Careers that Fit You” or “Advance in Electronics”
This is somewhat flexible. If your black box copy is long and Caps isn’t
aesthetically pleasing, you can use cap on the first word only.
URLsWhen using DeVry URLs as the call to action, all lowercase is preferred.
(Example: devry.edu, my.devry.edu). But in the case of a local URLs ...edu/
TwinCities, the initial cap can help readability for these longer, approved
localization URLs. (Example: devry.edu/TwinCities)
Degree Program ________________________________________________________________________________________________
associate, bachelor’s, master’sIn copy – No caps when referring to general degree level.
Example: “DeVry offers programs at the associate, bachelor’s and master’s
degree levels.” or “Earn a master’s degree in Business Administration.”
Exception is OOH Headlines. Capitalizing Bachelor’s and Master’s is okay
in OOH headlines in order to draw attention to our “products”.
Keller’s master’s degree program
in Business Administration
When talking about our product, cap the program name.
Keller’s master’s degree program
in Business Administration with a
concentration in Health Sciences
When talking about our product, cap the program and concentration name.
Earn a master’s degree in Business Administration.
We’re referring to our own product. Use caps for program name.
I earned a master’s degree in business administration.This is referring to the a general degree, not necessarily our product.(Generic)
No caps.
Pursue a career in business administration.When refering to an area or field of study, (and not our product)
don’t cap the area/field.
EXAMPLES:
“Any school can offer a master’s degree in business administration with a concentration in health sciences, but Keller’s master’s degree
program in Busness Administration with a concentration in Health Sciences rocks.”
“I earned a master’s degree in business administration with a concentration in health sciences.”
“Earn a bachelor’s degree in Business Administration with a concentration in Health Sciences from Keller.”
“Earn a bachelor’s degree and excel in business administration.”
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
51
Keller Graduate School of Management brand guidelines
bullets
Keller Copy Style Guidelines
Punctuation
General Puncuation _____________________________________________________________________________________________
headlinesNo end punctuation, except when headline takes form of a question,
quote or two complete sentences.
subheadsNo end punctuation, except when subhead takes form of a question,
quote or two complete sentences.
bullet pointsNo end punctuation, except when subhead takes form of a question
or two complete sentences.
black boxNo end punctuation, except when subhead takes form of a question. The
black box should never contain two sentences.
Examples: “Learn skills in reading, writing and arithmetic.”
“She had pizza, potato chips, and peanut butter and jelly for lunch.”
Avoid serial commas.
en dash –Use in copy to connect two sentences, where appropriate.
Use single space on either side of dash.Example: sample – sample
hyphen -Use for number sequences, measurements of time, combining two words.
Example: joint-venture
em dash —
Don’t use.
hyphenation of compound adjectivesUse hyphen. Example: part-time employment, full-time study
Words ending in “ly” aren’t hyphenated. Example: fully formed thought.
!!Don’t Use. We don’t “shout” with the DeVry University brand.
resumé
Use an accent above the “e” in resumé.
Degree Programs _______________________________________________________________________________________________
ET-CIn body copy, use ET(hyphen)C, no spaces.
In Headline or Title, use ET(spacendashspace)C
ET-EIn body copy, use ET(hyphen)E, no spaces.
In Headline or title, use ET(spacendashspace)E
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
52
Keller Graduate School of Management brand guidelines
commasNo comma before the word “and” in a series, unless the final item in the series
is compound.
Keller Copy Style Guidelines
Formatting
bullets
Two spaces after bullet and Capitalize first word after bullet.
Example: • Sample
Use APA format (MS Word has quick function).
en dash
One space before and after En dash. Example: sample – sample
hyphenation
Avoid or use sparingly.
orphans
Avoid paragraphs ending in orphans.
quotations from people
Use format: “I love Keller!” – Scott, Keller student
sentences
One space after end punctuation.
time
8:00 am – 10:30 pm
rademark ™ / Service Mark
Copyright © / Registration Mark ®Symbols are used with the first occurence in body copy per piece.
A_ dditionaly, service marks and registration marks for partners and third-party
organizations and products must be listed at the end of the piece.
SM
URLsDo Not include http://www. in web addresses. All lowercase is preferred (see
capitalization section for details). Example: devry.edu
widows
©2012 DeVry Educational Development Corp. All rights reserved.
Avoid paragraphs ending in widows.
October 2012
53
Keller Graduate School of Management brand guidelines
citations
Keller Copy Style Guidelines
Common Phrases / Headlines
Brand:
Let nothing stand in your way.
We at DeVry University and at our Keller Graduate School of Management are pleased to announce...
We at DeVry University and our Keller Graduate School of Management... (when piece is in first-person)
We at DeVry University and its Keller Graduate School of Management... (when piece is in third person)
Financial Aid:
Available for or those who qualify.
Flexible classes – on campus, online or both.
Flexible classes – on campus, online or a blend of both.
General:
Earn a degree
Locations:
Study at one of our 95+ locations or online.
Scholarships:
DeVry offers $XX million in scholarships each year. (check with content owner, Ron Cimo, for accurate figure for calendar year.)
DeVry University “Elevator Pitch”
• Career Preparation: Career-focused programs that integrate technology, science, business and the arts
o
o
o
DeVry’s programs are built and updated based on input from major employers.
Faculty with advanced degrees and professional experience facilitate your learning.
In the last 10 years, 95 of the Fortune 100 companies have hired DeVry grads.
• Service Excellence: Small classes sizes, individual attention and personal support
o
Dedicated professionals across the DeVry systems have helped a quarter-million+ alumni put their degrees to work since 1931.
• Best of Both: On campus, online or a flexible combination of both
o
Take advantage of the opportunity to earn your degree on your terms and in as few as three years.
• Respected Degree: Career skills employers demand; enhanced marketability and income potential for graduates
o
DeVry is accredited by The Higher Learning Commission, the same organization that accredits many other prestigious public and
private colleges and universities.
• Let DeVry help you transform your career goals into career opportunity.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Keller Graduate School of Management brand guidelines
54
Flexibilty:
Keller Copy Style Guidelines
Grammar
compound adjectivesCompound adjectives should be hyphenated.
Example: Part-time-job assistance
adjectives ending in “ly”Adjectives with words ending in “ly” are not hyphenated.
Example: Family friendly locations.
Keller Graduate School of Management brand guidelines
55
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Keller Copy Style Guidelines
Translations / Versions
Alternate Language Materials:
Many high school students whose parents speak Spanish as their first language find it easier to discuss their college plans with their
parents in Spanish. Therefore, certain key communications will be offered in Spanish as well as in English. Translated messages must
still adhere to the DeVry University voice standards and contain the appropriate disclaimes. (See compliance guidelines for appropriate
disclaimer lamguage)
Calgary Materials:
Organizational preference is that any materials being distributed in Calgary be branded with DeVry Institute of Technology. We should
no longer distribute materials in Calgary that are branded DeVry University.
Keller Graduate School of Management brand guidelines
56
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Keller Copy Style Guidelines
Citations
When leveraging industry statistics in marketing materials, all statistics must be cited. Citations are listed first, before disclaimers in a
separate paragraph. We follow AP style for citations. Reference the examples and formulas below. The individual providing the stat is
responsible for providing the citation to accompany it as well.
Journal/ARticle citation: ________________________________________________________________________________________
EXAMPLE: Bandow, D. (2005). Don’t Resurrect the Law of the Sea Treaty. Journal of International Affairs, 8-9.
Formula: Last Name, First Initial. (Year Published). Title of Article. Name of Journal, page numbers.
EXAMPLE: Collins, S. (2010). Mockingjay. New York: Scholastic Press.
Formula: Author – Last Name, First Initial. (Year Published). Title of Book. City of Publisher: Publisher Name.
Article in Periodical CitatioN: ___________________________________________________________________________________
EXAMPLE: Thomaselli, R. (2010, February 1). Staying in the Game in Non-Olympic Yeas. Advertising Age, pp. 4-5.
Formula: Last Name, First Initial. (Year Published, Month Day). Title of Article. Name of Periodical, page numbers
Web Site or Article/Document on a Web Site: _____________________________________________________________________
EXAMPLE: B
ureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2010-11 Edition, Accountants and
Auditors, on the Internet at http://www.bls.gov/oco/ocos001.htm (visited February 1, 2011).
ForMula: Author – Last, First (if given), Name of Web site, Name of Web page, Year published, Article (if applicable), on the Internet at
URL (Date visited.)
Helpful Tip:
MS Word has a Citation feature
that helps you build citations.
Simply choose the type of
source and it will promopt you
to complete the required fields
and then build your citation for
you in the appropriate order.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
57
Keller Graduate School of Management brand guidelines
Book SOurce Citation: ___________________________________________________________________________________________
Keller Graduate School of Management
Compliance Guidelines
Keller Compliance Guidelines
Disclaimer
NOTE: Below is information to help guide you in formulating disclaimers on materials. All materials must be routed through compliance.
Please refer to the most current version of Regulatory Compliance Guidelines for the most up-to-date regulations.
General Disclaimer (SAMPLE):
A
In New York, DeVry University operates as DeVry College of New York. DeVry University is
accredited by The Higher Learning Commission and is a member of the North Central Association of Colleges
and Schools, www.ncahlc.org. DeVry University is authorized for operation by the THEC, www.state.
tn.us/thec. Nashville Campus: 3343 Perimeter Hill Dr., Nashville, TN 37211. DeVry is certified to operate
by the State Council of Higher Education for Virginia. AC0060. Licensed by the Mississippi Commission
on Proprietary School and College Registration, Certification No. C-498. Program availability, and course
requirements and availability, vary by location. Refer to current academic catalog for more detailed
information. ©2012 DeVry Educational Development Corp. All rights reserved. 00-000000 10/12 00M
B
C
59
D
E
Explanation for Disclaimer – What should be included and when/why:
A
For comprehensive consumer information, visit devry.edu/studentconsumerinfo
• Must be included on all pieces that mention multiple programs (more than a listing), outcomes, job titles, career fields, employers,
stats, etc. See compliance guidelines for specifics.
A
For comprehensive consumer information, visit keller.edu/studentconsumerinfo
• Must be included on all pieces that mention multiple programs (more than a listing), outcomes, job titles, career fields, employers, etc.
See compliance guidelines for specifics.
A
For comprehensive consumer information, visit devry.edu/XXXXXX
• Must be included on all pieces that mention individual programs (more than a listing), outcomes, job titles, career fields, employers,
stats, etc. Individual program page vanity URL is included after “devry.edu/”. See compliance guidelines for specifics.
A
For comprehensive consumer information, visit keller.edu/XXXXXX
• Must be included on all pieces that mention individual programs (more than a listing), outcomes, job titles, career fields, employers,
stats, etc. Individual program page vanity URL is included after “keller.edu/”. See compliance guidelines for specifics.
B
In New York, DeVry University operates as DeVry College of New York.
• Needed if piece created for national distribution (including New York) and is branded DVU.
• Required if piece mentions DeVry University.
• Not needed if piece branded DCNY and does NOT mention DeVry University.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Keller Graduate School of Management brand guidelines
For comprehensive consumer information, visit devry.edu/bba
Keller Compliance Guidelines
C
Disclaimer
DeVry University is accredited by The Higher Learning Commission and is a member of the North Central Association of Colleges and
Schools, www.ncahlc.org.
• If accreditation mentioned in content of piece, need to include in disclaimer.
• If accreditation statement is provided in the content of the piece, then no disclaimer is needed
• I f accreditation is not mentioned in the body of the piece, this disclaimer is not needed from compliance perspective, but is does add
credibility. Optional, based on space.
• If piece is Keller or Co-branded, disclaimer must include “Keller Grduate School of Management is included in this accreditation”.
C
DeVry University is authorized for operation by the THEC, www.state.tn.us/thec. Nashville Campus: 3343 Perimeter Hill Dr., Nashville,
TN 37211. DeVry is certified to operate by the State Council of Higher Education for Virginia. AC0060. Licensed by the Mississippi
Commission on Proprietary School and College Registration, Certification No. C-498.
• This section must be included on all pieces distributed system-wide.
• These four statements NOT needed if piece released for distribution at a specific location other than TN, VA, IN, or MS.
• If piece to be distributed only in TN, must include TN disclaimer but does NOT need VA, IN or MS statement info.
• If piece to be distributed only in VA, must include VA disclaimer but does NOT need TN, IN or MS statement info.
• If piece to be distributed only in IN, must include IN code – AC0060 – but does NOT need TN, VA or MS statement.
• If piece to be distributed only in MS, must include MS disclaimer but does NOT need TN, VA or IN statement info.
C
Optional: DeVry University operates as DeVry Institute of Technology in Calgary, Alberta.
•M
ust be included on all pieces distributed system-wide which are branded DeVry University. Organizational preference is to create
DeVry Institute of Technology (DIT) branded versions. If piece is branded DIT, it can only be distributed in Canada and does not require
the DIT disclaimer.
C
Program availability, and course requirements and availability, vary by location. Refer to current academic catalog for more detailed
information.
• This section must be included on all pieces distributed system-wide and/or locally.
• Not needed if piece does NOT mention programs.
D
©2012 DeVry Educational Development Corp. All rights reserved.
•M
ust be included on all pieces distributed system-wide and/or locally.
E
00-000000 10/12 00M.
• Must be included on all pieces distributed system-wide and/or locally. 00-000000 is the inventory number. All pieces held in inventory
have to have an inventory number. To request a new inventory number, contact Andrea Passas at apassas@devry.edu. 10/12 is the
date of publish 00M is the quantity.
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
60
Keller Graduate School of Management brand guidelines
• If piece is for DeVry College of New York, disclaimer must include “In New York, DeVry University operates as DeVry College of New
York”.
Financial Analyst Preperation
MBA Program Core Courses – all five required
•
Accounting and Finance: Managerial Use and Analysis, FI504*
•
Leadership and Organizational Behavior, GM591
•
Managerial Applications of Information Technology, IS535
•
Marketing Management, MM522
•
Applied Managerial Statistics, GM533
MBA Program-Specific Courses – all five required
Additional electives must also be completed and can be chosen
from the finance electives shown. More course options are
noted in Keller’s academic catalog, available via keller.edu.
MBA + CFA Preparation for Current CFAs
If you’re already a licensed CFA, take advantage of Keller’s
fast-track option. With this option, you complete the
Program Core and Program-Specific courses shown but
need to complete only three electives, saving you both
time and money.
•
Managerial Accounting, AC505*
Finance Elective Options – three required
•
Managerial Finance, FI515*
Choose from any courses in the Keller catalog, available via
•
Business Economics, GM545
•
Business Planning Seminar, GM600
Keller• Compliance
Guidelines
Disclaimer Layout
keller.edu, for which prerequisite(s) are met. Or choose from
Legal, Political and Ethical Dimensions of Business, GM520
* You may be able to waive this course and replace it with an additional
elective that matches your interests. See Finance Elective Options
for finance-related choices available.
For comprehensive
consumer
information,
visitdegree
devry.edu/bba
** Master of Business
Administration
in Management
in New York
these Keller finance electives:
•
Entrepreneurial Finance, FI512
•
Advanced Managerial Finance, FI516
•
Securities Analysis, FI560
•
Mergers and Acquisitions, FI561
•
Management of Financial
Institutions,
FI564
Bold,
seperate
line above disclaimer
A
•
International Finance, FI565
paragraph. Size ratio: 130% (8 pt)
•
Options and Financial Futures Markets, FI567
Bold, appears first in disclaimer
In New York, DeVry University operates as DeVry College of New York. DeVry University• isAdvanced Financial
B Statement Analysis, FI575
paragraph. Size ratio: 123% (7.25 pt)
accredited by The Higher Learning Commission and is a member of the North Central Association of Colleges
MBA + CFA for CFA Preparation Candidates
and Schools, www.ncahlc.org. DeVry University is authorized for operation by the THEC, www.state.• Personal Financial Planning, FI580
you have
a bachelor’s
degree
significant
finance
tn.us/thec.IfNashville
Campus:
3343 Perimeter
Hillwith
Dr., Nashville,
TN 37211.
DeVry is certified to operate
Disclaimer paragraph.
• Real Estate Finance, FI590
C
by the State
Council of Higher
for Virginia.
AC0060.
by the Mississippi Commission
coursework
and Education
are preparing
to earn
yourLicensed
CFA credential,
Size
ratio: 100% (6 pt)
on Proprietary
School and
College Registration,
Certification
Program availability, and course
we suggest
building
on the Program
Core No.
andC-498.
ProgramNote: Credits and degrees earned do not automatically qualify
requirements and availability, vary by location. Refer to current academic catalog for more detailed
Appears
last in disclaimer paragraph.
Specific
courses
shown
with
the
following
electives,
which
information. ©2012 DeVry Educational Development Corp. All rights reserved. 00-000000 10/12 00Mthe holder to participate
D in professional licensing exams to practice
are based on the renowned Stalla by Becker Professional
Size
ratio:in100%
(6 apt)
certain professions. Persons
interested
practicing
regulated
profession should contact the appropriate state regulatory agency
Education methodology. These exam-prep courses total 11
Appears
after
all
discliamers.
Size
for
their
field
of
interest.
of the 18 elective credit hours required for an MBA degree.
E
•
CFA Level I Exam Preparation A, FI591
•
CFA Level I Exam Preparation B, FI592
•
CFA Level II Exam Preparation A, FI593
•
CFA Level II Exam Preparation B, FI594
•
CFA Level III Exam Preparation A, FI598
•
CFA Level III Exam Preparation B, FI599
Learn more at devry.edu or call 888.535.5370
to speak with an admissions representative.
For comprehensive consumer information,
information, visit
visitdevry.edu/bba
devry.edu/bba
A
In
DeVry
College
of New
York.
DeVry
University
is is
In New
New York,
York,DeVry
DeVryUniversity
Universityoperates
operatesasas
DeVry
College
of New
York.
DeVry
University
B
authorized for operation by the THEC, www.state.tn.us/thec. Nashville Campus: 3343 Perimeter Hill Dr.,
accredited by The Higher Learning Commission and is a member of the North Central Association of Colleges
Nashville, TN 37211. DeVry is certified to operate by the State Council of Higher Education for Virginia.
and Schools, www.ncahlc.org. DeVry University is authorized for operation by the THEC, www.state.
AC0060. Program availability varies by location. Follows CFA Institute Prep Provider Guidelines. CFA
tn.us/thec.
Nashville
Campus:
3343 or
Perimeter
Nashville,
TN 37211.
DeVry isorcertified
Institute
does
not endorse,
promote
warrantHill
theDr.,
accuracy
or quality
of products
servicesto operate
®
by the State
Council
Higher Education
Virginia.Financial
AC0060.Analyst
Licensed
bytrademarks
the Mississippi
Commission
offered
by Stalla.
CFAofInstitute,
CFA® and for
Chartered
are
owned
by CFA
on
Proprietary
School
and
College
Registration,
Certification
No.
C-498.
Program
availability,
and course
Institute. For our Calgary location, DeVry University’s Keller Graduate School of Management master’s
degree
programs
offered online,
degrees are
conferred
by DeVry
University’s
Graduate
requirements
andare
availability,
varyand
by location.
Refer
to current
academic
catalogKeller
for more
detailed
School
of Management
in theEducational
United States.
Degrees areCorp.
not offered
or conferred
Alberta by DeVry
information.
©2012 DeVry
Development
All rights
reserved.in00-000000
10/12 00M
Institute of Technology - Calgary, nor are they approved by Alberta Advanced Education and Technology.
©2011 DeVry Educational Development Corp. All rights reserved. 09-2000017 6/11 15M
C
D
E
©2012 DeVry Educational Development Corp. All rights reserved.
61
Keller Graduate School of Management brand guidelines
ratio: 100% (6 pt).
CFA Exam-Preparation Courses
October 2012
Keller Compliance Guidelines
Emails
subject lineAll email subject lines must contain the name of the institution in them.
Keller Graduate School of Management brand guidelines
62
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
3-Step Review
Keller 3-Step Reviews Content Review Checklist
Grammar, Spelling and Format:
• Spelling, grammar, punctuation and capitalization have been checked and are consistent with the Brand Guidelines
• Each page has been visually inspected for correct spacing, accurate headers/footers and margins
• Each acronym or abbreviation is introduced the first time it’s used
• Document uses consistent tense
Naming Conventions:
• Keller: First mention of institution states “DeVry University’s Keller Graduate School of Management”.
In New York, first mention of institution states: “Keller Graduate School of Management at DeVry College of New York”
• Cobranded: First mention of institutions stats “DeVry University and its Keller Graduate School of Management”.
o
In New York, first mention of institutions states: DeVry College of New York and its Keller Graduate School of Management”
• Full name of entity- must always be included in the body copy at the first mention. Can be shorted later in the piece
• Location name: include city name at a minimum. Example: DeVry University’s Addison campus
• In Oklahoma only: Include name, entire address, and phone number
• Logo and name for institution are consistent
o
64
Correct program name is used and matches the Academic Catalog
Content:
• All claims made can be proven, and sources are cited
• All information has been checked for accuracy
• All promissory language and superlatives have been removed
• Information presented is applicable for the location(s)
• Disclaimers have been checked and are consistent with the Brand Guidelines
• Current copyright date line is included
• Document does not include the word “free” anywhere
• Document satisfies the defined goals and objectives
• Unnecessary information and words have been eliminated
• Language is applicable for the intended target audience
• When appropriate, includes a call to action that is clear
• Transitions from one section to another are smooth
• Benefits brought to life and jumping off the page
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Keller Graduate School of Management brand guidelines
o
Keller 3-Step Reviews Brand Review Checklist
General:
• Has “Step 1 – Content review” been completed?
• Does this piece already exist or do you know of an existing asset that would fulfill this need?
Graphics:
• Does the overall look and feel uphold and speak to the brand?
• Is the overall layout aesthetically pleasing and brand elevating?
• If piece is building on an existing template, has the template been used appropriately, not being skewed or distorted?
• Are all fonts within brand guidelines? (Digital alt/Cross-platform fonts are allowable when application requires).
• Are all colors within brand guidelines?
65
• Do photos support the messaging of the piece and reflect the audience?
• Is there any clip art used in the piece (clip art is unacceptable)?
• Are all logos correct?
o
Are logos the correct composition?
o
Are logos the correct color?
o
Do they meet size requirements?
o
Be sure logos are not skewed, distorted or cut off
o
Are logos readable against background?
o
Are logos correct based on the audience of the piece?
o
Do the logos match the name of entity in copy?
• If logo is “locked-up” within the shield, is size ratio correct?
Messaging:
• Is the language and messaging appropriate for the audience and brand elevating?
• Is the tone of the voice within the brand guidelines – sensible, straight forward, confident, honest and human?
• Does the messaging of the piece and reflect the audience?
• Are all RTB’s current and correct?
• Are all other “brand” facts current and correct (i.e. 95+ locations)?
• Is there any promissory language being used?
• Does all copy/content/layout follow brand style guide (punctuation, capitalization, style, etc.)?
©2012 DeVry Educational Development Corp. All rights reserved.
October 2012
Keller Graduate School of Management brand guidelines
• Are all photos tasteful and brand elevating?