ASI Style Guide

TABLE OF CONTENTS

Introduction

Logo Guidelines

Print Collateral

Social Media Guidelines

Photography and

Videography Guidelines

Branding Disclosure

Ofﬁcial and Common Names

Brand Identity

Ofﬁcial Voice and Tone

Typography

Brand Colors

Logo

Logo Variations

Free Space and Logo Placement

Retired Logos

Stationery

Envelope

Letterhead

Business Cards

Email Signatures

Uniforms and Name Badges

Promotional “Swag” Items &

Branded Giveaways

Templates

Memo Template

Agenda Template

Policy Template

Event Graphic Footer

Posting Guidelines

ASI Collaborations Principles

Dos and Don’ts

Overlay Treatments

1202

1001

INTRODUCTION

Branding Disclosure

Ofﬁcial and Common Names

This style guide should be followed to maintain branding consistency. Logos are to be used only as explicitly depicted in this

guide. You may not distribute branding graphics to others without the written permission of Associated Students, Inc. (ASI)

of California State University San Marcos. Please contact ASI regarding the usage of any logo or brand-related material.

Standards for logo usage must be adhered to at all times.

Ofﬁcial Names:

Formal names shall be used in all ofﬁcial documents pertaining to Associated Students, Inc. of California State University San

Marcos or a speciﬁc entity of ASI. Formal names are to be used ﬁrst in all written and verbal documents and if the name is

repeated, then it is acceptable to use its abbreviation or common name. The ofﬁcial name of the organization is Associated

Students, Inc. of California State University San Marcos. The ofﬁcial names of the organization’s entities are the ASI Board of

Directors, ASI Campus Activities Board, ASI Cougar Pantry. ASI Media and Communications Team, ASI Front Desk.

Common Name (Abbreviations):

These names are to be used for causal speeches or written documents. Common names are encouraged to follow the formal

name in speeches in order to clarify each entity’s abbreviation. The commons names of the organization are ASI, ASI BOD,

ASI CAB, ASI CP, ASI MCT, ASI FD.

BRAND IDENTITY

Ofﬁcial Voice and Tone

Across all mediums of communication, the ofﬁcial voice and tone of Associated

Students, Inc. should be maintained and upheld. The voice is the brand personality,

while the tone is a subset of the voice but changes with the audience, situation, and

channel.

The Ofﬁcial Voices of Associated Students, Inc. Are:

The Ofﬁcial Tones of Associated Students, Inc. Are:

Determined - Innovative - Advocate - Welcoming

Determined

Hard Working

Professional

Goal-Orientated

Innovative

Special

Unique

Creative

Advocate

Helpful

Direct

Informative

Welcoming

Friendly

Open

Enjoyable

TYPOGRAPHY

Primary Font

Secondary Font

Alternate Fonts

Encode Sans

Weights: Medium, Italicized, Black,

Bold, Bold Outlined

Nature Beauty is used for the ASI

Cougar Pantry logotype.

Serif Font

Times New Roman is used for

body copy. This serif font allows

for greater readability in long

form copy such as agendas,

memorandums, and resolutions.

Calibri

Calibri is used as for alternate body

copy. This font can be used for

memorandums, leerheads, and

email signatures.

He aters

Heaters is used with the ASI Crew

volunteer team logo.

Futura

Weights: Light, Medium,

Italicized, Bold, Bold Outlined

Brand Colors

Main Brand Colors

Brand Extension Colors

Festival 78 Brand Colors

BLACK

PANTONE: Black PANTONE: 296

PANTONE: 293

PANTONE: 3258PANTONE: 178

PANTONE: 2915PANTONE: 7743

PANTONE: White

CMYK: 30/30/30/100 CMYK: 100/80/0/100

CMYK: 100/80/0/0

CMYK: 60/0/26/0CMYK: 0/81/63/0

CMYK: 65/9/0/0CMYK: 84/35/100/28

CMYK: 0/0/0/0

HEX: #000000 HEX: #000F4B

HEX: #2F3F86

HEX: #50C3C6HEX: #EF5857

HEX: #35B7E9HEX: #266726

HEX: #FFFFFF

RGB: 0/0/0 RGB: 0/15/75

RGB: 47/63/134

RGB: 80/195/198RGB: 239/88/87

RGB: 53/183/233RGB: 38/103/38

RGB: 255/255/255

LEAFY GREEN LIGHT SPIRIT BLUE

F78 CORAL

BRIGHT BLUE

F78 TEAL

WHITE

RICH DARK BULE

LOGO GUIDELINES

The ASI logo must be included on all internal and external stationery, print and

marketing collateral, and multimedia content. Any item containing any logo associated

with ASI must be reviewed and approved by the ASI Media & Communications

Coordinator prior to production or publication of any kind. The ASI logo should not be

manipulated by any means and should abide by the following guidelines.

TYPE: Symbol Only

USE: This minimal logo is often used

on swag items, ﬁvers and sometimes

minimally hidden in ASI designs that

are used on shirts.

TYPE: Symbol with Acconyms

USE: This logo is often used on ﬂyers

and graphics. It is minimal, but also

useful when an item needs to show the

viewer that it is associated with ASl

and CSUSM.

TYPE: Symbol with Full Name

USE: This logo is often used when

there is a need for the full name of

ASl and CSUSM. It is used on certain

ﬂyers when it compliments the design.

TYPE: Symbol With Line & Full Name

USE: This logo is often used as a footer to certain

graphics. Often times this logo will ﬁt better into

certain types of graphics or ﬁyers. It compliments

graphics with horizontal paragraphs.

TYPE: Symbol with ASI Full Name

USE: This logo is often used on polo

shirts and other ASI Uniform items.

Logo Variations

Volunteer Logos Free Space & Logo Placement

Appropriate spacing is required

around the Associated Students, Inc.

Logo. There must be a 0.25” spacing

for small documents and a 0.5”

spacing for standard documents.

In the case of collaboration or co-branding with a partner, the ASI logo

should be appear on either side of the partner logo with a dividing line

between. The free space guidelines should still be followed. The ASI logo

should not be manipulated to combine with the partner brand.

Refer to the ASI Collaborations Principles document for more information.

Left Alignment Right AlignmentCenter Alignment

Retired Logos

Envelope

Letterhead

The envelope must include the ASI logo,

ofﬁce address, and space to include the

recipient information.

The letterhead must include the ASI logo. The footer must

include the organization, ofﬁce address, and contact

information. This should be used for all ofﬁcial ASI letters and

memorandums.

ASSOCIATED STUDENTS, INC. OF CALIFORNIA STATE UNIVERSITY SAN MARCOS

333 S. Tarin Oaks Valley Road, USU 3700, San Marcos, CA, 92096

asilicsusmedu| www.cuust./edu/as | Phone: 760.750.4990 | Fax 760.750.3349

Business Cards

Email Signatures

Business cards must include the ASI logo on the front side. On the back

side, the card must include full name, title/role, contact information, and

ofﬁce address.

Email signatures must include full name, pronouns, title/role,

organization, ofﬁce address, and contact information.

Reply signatures can be a shortened form.

Firstname Lastname

Title/Role

Pronouns

760.750.###

[email protected]

csusm.edu/asi

333 S Twin Oaks Valley Rd,

San Marcos, CA 92096

Uniforms and Name Badges

ASI apparel should be worn at all times when representing ASI. The following

guide outlines who is able to wear the ASI branded items and when to wear them.

Each employee or board member will receive a ASI

staff shirt and a name badge. ASI members represent

the organization when interacting with students, faculty,

staff, and campus community. The staff shirt should be

worn when tabling, working, and/or stafﬁng events in

order to be clearly recognized by students. The staff shirt

is a black shirt with the ASI logo on the front pocket area

and the back of the shirt and should be worn with their

nametag.

ASI Square Full Name Logo.

The ASI volunteer shirt should be worn when volunteering

in order to be clearly recognized by students and campus

community. The volunteer shirt is a black shirt with the ASI

logo on the front pocket area and the back of the shirt and

should be worn with their volunteer nametag.

ASI Staff Shirts

ASI Volunteer Shirts

ASI Board of Directors Polos

ASI Square Abbreviated Logo.

The ASI Board of Directors should be wearing their ASI

polo when tabling, presenting, and/or attending committee

meetings in order to represent our organization in a

professional manner. The ASI Board of Directors polo has

the ASI logo on the front pocket area and should be worn

with their nametag. ASI committee advisors and standing

invitees can receive an ASI polo.

ASI Cougar Pantry

ASI Cougar Pantry Logo

The ASI Cougar Pantry staff and interns should be wearing

their ASI aprons when working in the pantry space so

students will be able to identify them easily. The ASI apron

is a green apron with the ASI Cougar Pantry logo centered

in the middle of the chest area.

The name badge must be worn on the upper right-hand

side of the chest on your outer most garment. Name

badges should be worn when working at all times.

Name Badges

Promotional “Swag” Items & Branded Giveaways

All promotional items and branded giveaways should incorporate the ASI

logo in the design, but should not be the only design element on apparel items.

Memo Template Memo Template (Social Media)

The Memo Template serves to share important and

pressing information to the student body in a way

that is accessible across platforms.

When posted on social media, ASI utilizes a strong quote from the long-

from memorandum. A quote is used to post a cover photo alongside a

copy of the long-form memorandum.

Agenda Template Policy Template

Committee meeting agendas should list the committee

composition, advisors, and standing invitees on the left side

of the agenda. It also must include the committee’s name,

meeting date, location, and date posted at the top. The

agenda lists the number of items that need to be discussed,

presented, or voted upon, as well as the agenda topic and

presenter.

ASI policies and procedures must include the

ASI header. The policy/procedure must have

the name, effective date, and approval date

stated at the top of the document.

Sample Graphics

Event Graphic Footer

Every event graphic should include the accessibility statement which can be accessed here.

Every footer should include the ASI logo and website, if not included in the ﬂyer design.

Graphic Guidelines

• Grapic size should be 24 by 36 inches for A-frames.

• Every graphic should be exported with 300 dpi.

• Upload Ai, PNG ﬁle to sharepoint.

• Use Futura font for body text

• CMYK for printing

• RGB for screen

• Include QR and/or bit.ly link for events

• Use footer on the bottom of the graphic.

• For items ordered at a print shop add an 1/8th inch bleed

• Have the event information clear to read.

• Outline text and embed images before sending to printing

• Common versions/sizes

A-frame: 24x36”

Letter/USU TV: 8.5x11”

CP TV: 1920x1080px

• Min. Font sizes: Title 170pt, Critical info 85pt, Desc 50pt.

Do double check for spellings

Do make sure the design is aligned and evenly spaced.

Do pay attention to how much white space is between your letters.

Do be inclusive and representative.

Don’t use too many different fonts.

Don’t overload your design with too many images.

Don’t use other designs that’re not yours.

Don’t forget about your audience

Do/Dont’s of Graphic

Video Caption

These sizes are meant to be used as a guideline for anticipated

visibility. Different fonts will require different treatments. Use your

best judgment when it comes to readability.

Vertical

Font: Futura (Condensed ExtraBold)

Size: 93pt

Black stroke: 34pt

Placement: 11,-629

Horizontal

Font: Futura (Condensed Medium)

Size: 52pt

Black Stroke: 4pt

Placement: Middle bottom

Social Media Guidelines

ASI connects with our campus community through a

variety of different social media platforms that include

Instagram, Facebook, Twitter, YouTube, and LinkedIn.

Although, each platform has different word, photo,

and video limitations, ASI strives to maintain a clear

and consistent voice.

Don’t make your own social media post using asi’s logo

Don’t crop, alter, cut, or edit an existing design or video

Don’t create your own marketing without running it by an ASI supervisor

Don’t screenshot ASI’s stories on Instagram

Do schedule a quick connect to talk out a vision or idea!

Do let ASI know if details change

Our social media is managed by the ASI Media

and Communications Team.

• Instagram: @asi.csusm

• Facebook: ASI of CSUSM

• Twitter: @asi_csusm

• YouTube: ASI CSUSM

• LinkedIn: Associated Students, Inc. of CSUSM

Posting Guidelines

Social Media Channels

Accessibility

Do/Dont’s of Social Media

Avoid text: Posts that are memos, updates,

and campaigns are acceptable to use text.

Refer to the Photography and Videography

Guidelines for best practices.

Content

•

Avoid Acronyms - assume viewers haven’t

seen ASI before.

Avoid long form URLs.

Utilize hashtags when appropriate.

Include calls to action when possible to

encourage more engagement.

Copy

•

Inclusive Language

Emoji-Use: Avoid over-usage of emojis.

Practice intentionality with use of skin tones

and gender expressions.

Alt-Text

Open Captions

Closed Captions (YouTube)

•

ASI strives to recognize and respect the diverse cultures we

have within our campus community. Below are the holidays,

cultural/ heritage months, and dates of signiﬁcance that ASI

will be acknowledging and celebrating:

ASI deﬁnes collaboration as a program, event, or initiative that is

developed with the input of multiple stakeholders, including student voices.

All ASI collaborations will include at least one ASI student representative.

The ASI representative must play an active role in the planning process.

Refer to the ASI Collaborations Principles document for more information.

• New Year’s Day (January 1)

• Birthday of Martin Luther King, Jr. (Third Monday in January)

• Black History Month (February)

• Women’s History Month (March)

• Cesar Chavez Day (March 31)

• Memorial Day (Last Monday in May)

• Asian American Paciﬁc Islander Month (May)

• LGBTQ Pride Month (June)

• Juneteenth National Independence Day (June 19)

• Independence Day (July 4)

• Hispanic/Latino Heritage Month (Sept. 15-Oct.15)

• Constitution Day (September 17)

• Veterans Day (November 11)

• Halloween (October 31)

• Giving Day (November)

• American Indian Heritage Month (November)

• Happy Holidays (December)

Dates of Signiﬁcance

Share posts from the ASI Instagram

ASI Collaborations Principles

Promote events by spreading awareness about ASI initiatives

Either repost the actual post or make sure to tag @asi.csusm so

Viewers are able to ﬁnd their way to ASI’s account

Engage with posts! Double tap, comment, tag a friend.

Tag us in your stories/posts so that we can share them!

Make it your own- add your personal touch!

Add a “tap here” or “click here” gif

Drives people back to the ASI page to learn more

Post student stories that tag us in their own content, however do

NOT post stories that might have explicit content in it

•

Responding to comments/Dms

• State the facts

• If you’re not sure ask a prostaff/event coordinator

• Know when to step away and come back at a later time

• Don’t reply in the heat of the moment

• Anything can be screenshotted

• When possible DM people to get out of the public eye

and refer to them to come into the ofﬁce to talk in person

or email or zoom

• Review any ﬂyers/social posts that has the ASI logo on it

make sure it has been approved before

• Meet with external partners about language and use of ASI logo

• Accept or decline partner IG requests

• Make sure all information is correct before accepting

As well as talking to Breckon and/or co-Prostaff before accepting

reposting content that we have been tagged in

• TAG collaborators in our OWN posts as well

Photography and Videography Guidelines

Avoid

Overlay Treatments

Unnatural poses

Dark/unclear photos/videos

Generic stock photos/videos

Harsh Filters

•

Overlay treatments are used mostly in graphic

designs and video backgrounds in order to create

a more uniﬁed look and feel.

Monochromatic overlays should be used to create

more texture and life to a design.

•

Embrace

Action shots

Candid shots

Fun moments

Serious moments

Still portraits

Diverse student body

Aerial view/Drone shots

Campus shots

Unique perspectives

Storytelling

Natural sunlight and shadows

•