The Clarion design strategy expresses the idea of a small and supportive environment where students learn and grow, and illustrates faculty and staff who are committed to serving every student as an individual.
The visual identity reinforces the Clarion brand promise - The expectation and support of personal achievement - by demonstrating that faculty build relationships with students, which allow them to hold students to high standards. The visual identity illustrates and reflects the close personal nature of both the campus setting and the relationships that allow and encourage an environment of support. Imagery and designs make it clear that part of this environment stems from student teamwork and from students supporting one another.
Designs and copy employ a strong "We" voice; with themes of teamwork, helpfulness, sincerity, and values. The design style is inviting, welcoming, warm, and friendly.
The brand design communicates the University's commitment to serving students as well as its small and supportive environment; while indicating clearly that its academic programs are nationally competitive.
Layout is uncluttered, clean, and warm and should not compete with the complexity of the branded imagery. Designs employ panels of rich color that envelope the copy and imagery. White space is bounded by color in strips or panels to provide a sense of comfortable enclosure that is supportive but not overwhelming.
Whenever possible, print materials should be produced on Neenah Classic Crest Natural White paper, or a close equivalent.
Headlines should employ thought-provoking attitudinal words or very short phrases. Copy employs short sentences; and, when possible, interesting, poetic phrases.
The brand color palette includes Clarion University's traditional navy blue and gold school colors as well as a complimentary set of warm accent colors. These autumn tones were chosen for their natural feel and because they retain a sense of warmth, energy, and connection.
Color is often used in solid panels and these color blocks are not to be screened back or washed over images.
The orange (PMS 158C) should be more prominent on materials associated with traditional-age student audiences. The green (PMS 576C) and blue (PMS 281C) should be used less prominently and can be complemented by warm tones in the images and with the Clarion gold (PMS 124C) or orange to ensure the overall impact remains both eye-catching yet warm. The chocolate brown (PMS 162C) and warm gray (Warm Gray 5C) colors are used for headlines, copy, accents, and call-out boxes
For mature audiences, the blue and green should typically be more prominent than the orange.
The light tan is for selective use on the Web only.