Brand Guide
Prepared by the Office of Strategic Communications (Revised June 2023)
WHAT IS A BRAND?
A brand is more than just a logo. It is the public’s perception of the qualities and attributes of a product or service. Building a brand requires time, thought and consistent implementation that develop consumer perceptions accurately, reflecting the company's true identity.
Our institutional identity comes to life through our promise statement. Our promise is our differentiated customer benefit, what we believe we can authentically and distinctively deliver to the customer.
College Promise Statement: St. Johns River State College (SJR State) is committed to enriching lives and strengthening communities by preparing students for careers that ignite their passion.
What you do has great importance to those you serve. This brand guide will help SJR State faculty and staff work with Strategic Communications to develop unified materials to inspire students, community members, employers and donors. You are our best marketer, and you play a vital role in communicating our college brand and story.
All presentation and promotional pieces created for the College communicate a brand message
that forms impressions and ultimately contributes to the reputation of the College. Very often, this contact begins with items such as brochures, emails, letters, flyers and apparel. It is important that the College’s promotional and informational materials project a clear and consistent image and message, reflecting the character of the institution and promoting the College brand.
To do this successfully, follow the standards in this document and apply this checklist to your work.
- Define your audience and what you’d like them to do based on your messaging.
- Include at least one key message.
- Correctly use fonts and the color palette.
- Choose quality photos that are inspiring and relevant to your audience.
- Use the correct logo and not a retired or distorted version.
- When writing copy, keep the SJR State voice in mind (see page 3). • Does the material reflect our brand promise?
- ALWAYS double-check phone numbers, names, dates, links and other information to ensure accuracy.
Publications posted on campus and/or distributed to the public must be reviewed by the Office of Strategic Communications prior to printing. Please contact the Strategic Communications Office (ext. 4084).
PHOTOS, IMAGES AND CLIP ART
In addition to following the logo guidelines, the use of quality images is key to visually representing our branding. While we understand that clip art is easy to find and use, it is NOT appropriate for ANY college messaging. It undermines the credibility of SJR State. High-resolution images, preferably featuring our students when applicable, assist with telling an authentic brand story.
PLAN ACCORDINGLY
The importance of planning ahead cannot be stressed enough. Planning allows ample time for Strategic Communications to either advise on a project or create collateral to meet your objectives and branding standards. Spontaneous projects or “rush jobs” can sometimes diminish quality and contribute to underwhelming communications. Please follow the timelines established in the Rules of Engagement on the Strategic Communications workorder forms in the portal.
COLLEGE NAME
We are St. Johns River State College (SJR State).
“Saint Johns River State College” and “St. John’s River State College” are not acceptable variations of the
College name.
The College has elected NOT to introduce the use of the acronym “SJRSC” as a second reference. SJRSC
should not be used on publications or promotional materials. SJR State is the approved second
reference for the College.
BRAND VOICE
- Approachable
- Uses conversational language, no jargon
- Empathetic
- Knowledgeable
- Authentic
KEY MESSAGES
- We see your potential.
- Vikings know no boundaries.
- What will you conquer today?
- Your community’s college.
- Your life. Your course. Your future.
- This is where it starts.
PUBLICATIONS
As always, to ensure brand accuracy and consistency, all publications distributed to an off-campus audience must be reviewed by the Strategic Communications Office prior to printing. Please contact the Strategic Communications Office (ext. 4084).
COLLEGE LOGO
The College has multiple logo formats. The general guidelines below will aid in deciding which format to
use. Consistent and correct use of the logo is important to achieve maximum visual impact.
Never deviate from the following formats, create additional shapes or incorporate additional art or text
into the logo. Never use logo components as stand-alone art.
The JPEG versions available on the portal are for print and/or electronic publications. They are NOT suitable for clothing, nametags and other promotional materials.
See Logos/Resources on the Strategic Communications page.
Standard format  |
Vertical format  |
Horizontal format  |
Standard format with tagline  |
ADDITIONAL LOGO OPTIONS
All formats of the logo are available in black and white or in one color.
Black and white  |
One color  |
A transparent logo is also available for acceptable color backgrounds |
POSITIONING/WHITE SPACE
The purpose of white space is to allow the logo to stand out on the page. To ensure maximum visibility and impact, the logo should not be overcrowded with elements such as pictures and/or text. The white space around the logo should be equal to the height of two letter R’s in the logo. This applies to both the horizontal and vertical formats.
See required white space examples below:  |
 |
VIKING ATHLETIC LOGO
When using the Viking Athletic logo on items that will circulate outside the College campuses, the
College’s identity/name must accompany the Viking image.
The Viking Athletic logo should NOT be used in place of the College logo on any promotional pieces
except for athletics.
 |
The Viking image is available in three formats: two color, one color and black and white. The word “Viking” is also available in a JPEG or EPS format for your use. These images can be used as an accent piece on promotional items.
 |
 |
 |
DO’S AND DON’TS
Always use the logo as is. NEVER attempt to do the following:
- Alter the logo
- Add to or eliminate features of the logo
- Copy or download the logo from a webpage
- Stretch or squeeze the logo to fill a space
(Note: When in Word, hold the shift key when resizing to keep constrained) - Crowd the logo with text and/or photos
- Add graphic symbols, texture or words to the logo
- Reproduce the logo from photocopies. Always use the original file.
- Reproduce in different colors
- Add additional colors to the logo
- Crop, rearrange or use parts of the logo
- Combine elements of the old logo with the new logo
- Change the font
- Use the logo as a background
- Add special effects – drop shadows, etc.
- Use the SJR as stand-alone art
- Use the circle/wave icon as stand-alone art
When in doubt, contact Strategic Communications (ext. 4084).
ARE THERE EXCEPTIONS TO THE GUIDELINES?
Rarely. There may be rare occasions that require a slight deviation from the graphic standards. In those cases, the changes MUST BE approved by the Office of Strategic Communications.
UNACCEPTABLE USE COLLEGE LOGOS:
Do not change the logo’s font  |
Do not change the logo’s colors  |
Do not alter the original design or use elements from the College’s former logo  |
When printing with backgrounds, do not use the version with the white background  |
Do not stretch or squeeze the logo  |
Do not use parts of the logo alone  |
Other 'poor' examples of using the logo  |
 |
 |
COLLEGE/LOGO COLORS
The color palette consists of two sets of colors. The consistent use of these colors will create recognition
and strengthen our identity. The SJR State logos must always use the key color palette.
The color logo is available to download for your in-house printing needs. The full color (CMYK) and
Pantone versions will be provided upon request for your outsourced printing needs.
The College/logo colors are navy blue, Columbia blue and green. The Viking colors are navy and
Columbia blue. Additional colors may not be incorporated into the logo.
Key color palette:
Pantone 295C
Pantone 292C
Pantone 368C
CMYK versions:
C 100
M 57
Y 0
K 40
C 49
M 11
Y 0
K 0
C 57
M 0
Y 100
K 0
Web Accessible Colors:
Navy #00325D
(Main Color)
Bright Blue #0972EB
(Secondary)
Dark Gray #444444
(Text color, optional accent, or background color with large font sizes in white)
Green #457D16
(Optional accent or background color with large font sizes in white)
TAGLINE
The tagline may be used with or without the logo. Please consult with Strategic Communications before
using the tagline.
FONTS/TYPEFACES
The font selected for the College logo is Avenir. The font provides a distinctive and consistent character
to the SJR State brand identity. It was chosen to represent the College because of its clarity and
contemporary nature.
Additional fonts may not be incorporated into the logo. For consistency, never type the logo; always use
a JPEG or EPS version, depending on your specific publication. Because the Avenir font is not standard
on most computers, use of the font Calibri is recommended for body copy to complement the Avenir
font. Calibri can also be used in bold and italics.
A secondary script font can also be used to enhance the message for print publications and digital
advertising. Give You Glory can be used in a limited fashion.
The font selected for the Viking logo is Ethon. An acceptable font to use in publications to complement
Ethon is Gill Sans MT – bold.
CLOTHING AND MISCELLANEOUS PRINTING
Logo usage for clothing, merchandise, vinyl banners, tablecloths, and other promotional materials will require APPROVAL from Strategic Communications BEFORE orders are submitted.
Apparel and merchandise play a significant role in the College’s brand. Items available in the bookstore (and those distributed through Student Affairs) can be a powerful marketing tool to attract new students and represent the pride of current students and employees. Strategic Communications has included additional guidelines for apparel and merchandise that represent SJR State.
In addition to our brand colors: Navy (Pantone 295), Columbia (Pantone 292) and green (Pantone 368), the following additional colors and patterns are approved for apparel:
Neutrals – white, black, gray, khaki
Neutrals do not conflict with the brand and can display the College logo in its three colors.
Pastels – yellow, peach, pink, teal, etc.
Soft, “light” colors that are not associated with a competitor’s established brand can be used with a tone-on-tone or neutral logo.
Neons – yellow, orange, green, etc.
Colors that may be associated with a competitor’s established brand can be used in the neon shade of that color with a tone-on-tone or neutral logo.
Trends – Tie-dye, camo, confetti, etc.
Fun trends are acceptable with neutral logos.
Not acceptable
Please refrain from using primary colors that are obviously associated with other college brands. This includes red, orange, yellow, purple, green, etc.
Neutral logo
Neutral logos are defined as white, gray or black. In place of neutral logos on approved pastel/neon colors, logos may also reflect the same color of the shirt or be tone-on-tone.
Please also refrain from using “SJRSC.”
The JPEG logo versions provided on the portal are for publications such as forms, flyers, syllabi and electronic publications and are NOT intended for promotional items. Items that are distributed to the public should bear the College logo only. Other logos bearing department names will be permitted in limited fashion to maintain college branding. Please consult with the Strategic Communications Office (ext. 4084) before placing orders.
LETTERHEAD
Letterhead and envelope templates have been designed for the College and are available upon request.
For “green” purposes, stationary may be printed in black ink for mass mailings.
BUSINESS CARDS
A business card template has been designed for the College. You may choose between a plain back or opt for the color design. Order forms for business cards can be found on the portal under Strategic Communications. Please contact the Strategic Communications Office for ordering details.
EMAIL SIGNATURE
You may elect to use the logo in your email signature. Please keep your email signature simple, including
only information that is relevant to our organization. It is best to NOT include a quote.
Below is an option:
SUSAN KESSLER
Director of Public Relations and Marketing
St. Johns River State College
5001 St. Johns Avenue | Palatka, FL 32177
(386) 312-4021 | FAX (386) 312-4024
Visit our website: SJRstate.edu
WEB ADDRESS
The College’s second reference name will also be utilized as the web address. One for the College’s main
website and one site for athletics:
SJRstate.edu
SJRvikings.com
BOARD POLICY NUMBERING
When creating new rules/policies, use “SJR” in place of “SJRCC.”
THRASHER-HORNE CENTER
Thrasher-Horne Center should always be referred to with the following statement: Thrasher-Horne Center is owned and operated by St. Johns River State College.
FLORIDA SCHOOL OF THE ARTS
Florida School of the Arts should always be referred to with the following statement: Florida School of the Arts is part of the academic and administrative structure of St. Johns River State College.
ALL PUBLICATIONS THAT ARE RELATED TO ADMISSIONS AND RECRUITMENT OF STUDENTS AND EMPLOYEES MUST CONTAIN THE FOLLOWING STATEMENTS.SHORT NON-DISCRIMINATION STATEMENT
St. Johns River State College is an equal educational and employment opportunity institution.
Read
more at SJRstate.edu/nondiscrimination.
MAY be used for:
- Tri-fold brochures
- Print ads
- Postcards
- Direct mail pieces
- Flyers
- Rack cards
- Programs
- Posters
LONG NON-DISCRIMINATION STATEMENT
St. Johns River State College, an equal access institution, prohibits discrimination in its employment,
programs, activities, policies and procedures based on race, sex, gender, gender identity, age, color,
religion, national origin, ethnicity, disability, pregnancy, sexual orientation, marital status, genetic
information or veteran status. Questions pertaining to education equity, equal access or equal
opportunity should be addressed to the College Title IX Coordinator/Equity Officer: Charles Romer, Room
A0173, 5001 St. Johns Avenue, Palatka, FL 32177; (386) 312-4074; CharlesRomer@sjrstate.edu
Anonymous reporting is available at SJRstate.edu/report. Inquiries/complaints can be filed with the Title
IX Coordinator/Equity Officer online, in person, via mail, via email or with the US Department of Education,
Office of Civil Rights, Atlanta Office, 61 Forsyth St. SW, Suite 19T10, Atlanta, GA 30303-8927.
ACCREDITATION STATEMENT (FULL STATEMENT)
St. Johns River State College is accredited by the Southern Association of Colleges and Schools
Commission on Colleges (SACSCOC) to award associate and baccalaureate degrees. St. Johns River
State College also may offer credentials such as certificates and diplomas at approved degree levels.
Questions about the accreditation of St. Johns River State College may be directed in writing to the
Southern Association of Colleges and Schools Commission on Colleges at 1866 Southern Lane,
Decatur, GA 30033-4097, by calling (404) 679-4500, or by using information available on SACSCOC’s
website (www.sacscoc.org).
MUST be used for:
- Large, multipage pieces
- Official college reports
- SJR State catalog
- Employment package for potential or new employees
- Website
ACCREDITATION STATEMENT (ABBREVIATED STATEMENT)
St. Johns River State College is accredited by the Southern Association of Colleges and Schools Commission on Colleges.
The abbreviated accreditation statement may only be used for smaller marketing materials, such as flyers and brochures.
USE OF OFFICIAL SACSCOC STAMP
When space allows, the Stamp for the Southern Association of Colleges and Schools Commission on Colleges (SACSCOC) may be used with the full and abbreviated accreditation statements.
For questions regarding the use of the accreditation statement and SACSCOC Stamp, please contact the Strategic Communications Office. (ext. 4084)
STUDENT ACTIVITIES AND CLUBS
Student clubs and organizations may not use or reproduce the College logo without permission from the
SJR State Strategic Communications Office. Student clubs and organizations may NOT alter College logos
or create new logos by combining “club” logos with elements of the official College logo.
“SJRSC” should NOT be used on publications, communications or promotional materials as a second
reference. SJR State is the approved second reference for the College.
Please contact the Strategic Communications Office before ordering and producing materials that
incorporate the logo or represent the College. (ext. 4084)
CREATIVE HISTORY
St. Johns River State College contracted with the Jacksonville-based agency Brunet-Garcia to develop a new brand for the College. We would like to share their discoveries and the thought process behind the development of our new image.
LOGO
With a new name and expanded vision, SJR State is once again poised to inspire its communities and
bring another level of credibility to its mission.
Bold and energetic, the new logo is representative of the energy of the river which, like the College, has
the potential to transport, guide and inspire. The bold type and naturalistic curves combine to engage
our audiences and authenticate our desire to give students the advantage to succeed at the highest
level possible.
The three-color design reflects variety. The navy and Columbia blues maintain balance by varying the
importance between St. Johns River (for location and pedigree) and the graphic (for its energetic
attributes). An introduction of a third color gives the logo a more visual, youthful appearance that
engages our appeal to younger audiences.
VIKING
With a new emphasis on sports and a new identity system in the works, the Viking mascot/icon reflects that competitive spirit with a savvy, modern and artistic rendering. The new Viking logo represents the energy and drive that represents a winning attitude as well as a true sports and athletic mascot.
COLLEGE SEAL
The College has incorporated a new seal to further embrace the Viking
tradition. The raven was selected to adorn the College seal for its historical
ties with the Viking and for its intelligence.
In Norse mythology, Huginn (thought) and Muninn (memory or mind) are a
pair of ravens that fly over the entire world and bring the god Odin information.
When making long voyages, Vikings took along ravens that when released, would fly in the direction of
land leading the Vikings to safety. There is record that as early as 1003 A.D., the Vikings flew raven flags.
It was prophesied that victory would be his before whom this banner was borne.
“LUX MENTIS. LUX MENDI” is Latin for “Light of the Mind. Light of the World”
Usage of the seal is limited to official College use. Faculty and staff may NOT use the seal.