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Guide to Excellence in Action

Excellence in action is more than a new tagline or slogan to accompany the university logo in its branding efforts. Excellence in action refers, of course, to putting academic excellence in action to bring about student success. But it also informs all that we do every day at Kent State University.

This guide illustrates how the excellence in action tagline can be visually presented in university communications to reinforce our identity as an institution that is committed to:

  • Academic excellence
  • Upholding and improving access and affordability
  • Student success
  • Generating path-breaking ideas
  • Sharing the joy of learning
  • Fostering partnerships in the public good

This guide is intended to aid in designing communications for Kent State University with the Excellence in Action graphic as a prominent element in the layouts and designs. The communications that should employ the Excellence in Action graphic include, but are not limited to:

  • Print Ads
  • Billboards
  • Folders
  • Web Pages
  • Brochures
  • Invitations
  • Banners
  • PowerPoint Presentations
  • Postcards
  • Event programs
  • Newsletters
  • Posters
  • Note cards
  • Fliers

This guide will address four specific categories of communications and the graphic application of excellence in action. The categories are: 

  1. Institutional communications - Communications that promote the university as a whole and are targeted toward a broad audience. 
  2. Direct/departmental communications - Communications that promote individual areas of the university and are targeted toward specific audiences.
  3. Advertisements - Communications that are a call for action.
  4. Other Items
  5. Web Communications

A family look has been developed that is essential for consistent integrated branding while avoiding the impression of sameness in all the communications produced for Kent State University. The look takes into consideration the communication needs of the university and individual areas of the institution. It will also introduce the graphic representation of excellence in action with the use of secondary taglines. Stationery (letterhead, business cards, etc.) will not change from its current look. The simple comparison at left demonstrates the family look that is to be achieved. The publications on the top were produced prior to using this guide. The publications on the bottom were produced while this guide was being developed. They demonstrate a "family look."

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