Branding Guidelines

Lake Land College’s wordmark fosters brand recognition and recall. The wordmark distinguishes the college as a leader in higher education.

Wordmark Guidelines:

• Acceptable colors:
  • Black on a white background
  • White on a red, black or gray background
• Cobrands are available for the Foundation and the Alumni.  Requests for a cobranded logo may be submitted to the Director of Marketing & Public Relations.

Unacceptable Wordmark Usage:

• Do not print the wordmark in the color red.
• Do not typeset the wordmark yourself, even if what you create looks close to the official wordmark.
• Do not change the colors.
• Do not distort the art by stretching it.
• Do not use the wordmark on top of cluttered backgrounds.

The Lake Land Lakers logo acts as an identity for all Lake Land College athletic teams and social activities. 

Logo Guidelines:

• The use of the Lakers logo with the duckhead is the preferred use of the logo.
• Team names accompanying the athletic logo can be added in the Avenir font.
• To use the duckhead on its own as an image, please contact Marketing & Public Relations.
• There are unique file types for the background colors of black, red and white. Please contact Marketing & Public Relations for the exact file.

Unacceptable Logo Usage:

• Do not include the Lakers logo alongside the college wordmark.
• Do not use the duckhead by itself without the approval of Marketing & Public Relations.

The official Laker mascot is Laker Louie. The Lakers logo and Louie are two elements of the Lake Land College Branding Guidelines.

Giveaway items, apparel and merchandise must present a quality image of Lake Land College and the Lakers.

Merchandise and Apparel Guidelines:

• Order merchandise in the colors of red, light gray, dark gray, black and white.
• The wordmark may be used on merchandise in the colors of black and white–not  red.
• When ordering apparel, the college’s wordmark or Laker logo will always be on the front — department names or other text can appear on the back.
• Guidelines are available for Student Life merchandise.

Thread Colors for the Wordmark on Apparel:

• Lake Land red shirt = black or white thread.
• Black shirt = white thread.
• Dark gray shirt = white thread.
• Light gray shirt = black thread.
• White shirt = black thread.

Giveaway Guidelines:

• Giveaways must be coordinated and approved by Marketing & Public Relations.
• Acceptable colors are black, white, dark gray, light gray, silver, and Lake Land red.
• The Lake Land College wordmark and Laker logo will be the only elements on giveaways. Contact information or a specific office may be listed if space permits.

The primary color palette is used for overall institutional identification. Lake Land red, black, and cool gray are the college’s primary colors.

Lake Land College uses Minion Pro as a serif font and Avenir as a sans serif font.

Font Guidelines:

• Typeset the most important words in Minion Pro Bold with secondary words in Avenir in headlines and titles.
• Place headline text in all caps.
• Set body copy text in Avenir in 10 points or higher.
• Specialty fonts can be used for materials that promote special events as designated by Marketing & Public Relations — however, anchor the specialty font text with Avenir and Minion Pro fonts.
• The words Lake Land College should always be presented in Minion Pro or Avenir when specialty fonts are used in a piece.

Unacceptable Font Usage:

• Do not underline or italicize text.
• Do not use WordArt.
• Do not use text in other colors outside of black, gray, white or Lake Land red.

Email signatures consist of the following elements:

• Name (Avenir Lt. Standard Red, bold and all caps).
• Title (Avenir Lt. Standard Black and all caps).
• Phone number (Avenir Lt. Standard, upper and lowercase).
• Lake Land College address(Avenir Lt. Standard, upper and lowercase).
• Wordmark.

Business Cards and Nametags

Business cards and nametags can be ordered with a form on the shared drive. They are printed in the Laker Print Shop.

LAKE LAND COLLEGE BRAND POSITION STATEMENT
Our Lake Land College faculty and staff create an innovative and supportive learning environment with access to our Transfer Ready and Workforce Ready programs, workforce training and continuing education, and personal enrichment opportunities. We are committed to empowering our students and communities to learn, grow and succeed.

Lake Land College follows a modified version of the Associated Press Style (AP) for all print and online materials.

Tone and Focus

Our voice is approachable, friendly, knowledgeable, confident, assuring, honest and clear. Our focus is student-centered, so statements should be positive and in an active voice.

Narrative Voice

Since we have a student-centered focus and culture at Lake Land College, all materials addressing current or potential students will use the first-person or second-person narrative voice.

Other Mechanics

• Use “associate degree” (note there is no possessive).