Brand Book
Index 1
Introducing Our Brand
4
Brand Attributes Communicating Our Brand
Voice and Tone Core Benefits Target Audiences
10
Our Logo
Primary Horizontal Monogram Clear Space & Minimum Size
16
Supporting Marks
Department Logos Spirit Mark Icon-monogram Lockup Mascot
25
Brand Elements The Flag Color Palette Fonts Regional Illustrations Photography
34 Example Applications 41
What Not to Do
Introducing Our Brand
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Linn-Benton Community College / Brand Book
We’re the community leader in higher education that empowers students of all walks and stages of life to achieve passionate, purposeful growth.
Brand Attributes The Linn-Benton Community College (LBCC) brand communicates the purpose and personality of the organization.
The Hyphen This is our symbol of connection. It brings together the people and communities of Linn and Benton counties, and it represents an active engagement between students, faculty, staff, and our community partners.
The Roadrunner This is our symbol of progress. Placed within the hyphen, it moves forward with purpose. It represents our ongoing pursuit of knowledge and skills to improve lives, develop dreams, and fulfill potential.
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Linn-Benton Community College / Brand Book
Communicating Our Brand
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Linn-Benton Community College / Brand Book
Voice and Tone Here are the qualities we convey when speaking and writing about LBCC.
Inspiring We want to represent the culture of creative innovation at LBCC, where everyone is invited to change, grow, invent new solutions, and explore possibility. To reach people emotionally on this level, we need to lead with stories — but not just any stories; we need to curate content that will resonate with target audiences, touching them at their hopes, pain points, and emotional core.
Supportive Some students enter LBCC with confidence and knowledge, yet many face a confidence gap, and these students will fall through the cracks if we don’t reach out to them specifically. Therefore the tone of LBCC is kind, welcoming, and supportive: constructively helping students see a way forward even when they’re not sure that one exists, so they can map a path to their goals.
Purposeful LBCC is committed to quality in its programs and partnerships, with offerings that are vital, useful, and important. Our tone of voice should express the same. Everything we do here is for a purpose; everything maps to a concrete goal or impact that changes the world for the better, from making a difference in our counties to improving the individual lives of those in our campus community.
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Linn-Benton Community College / Brand Book
Core Benefits The following blocks of copy include headlines and messaging that can be used in a variety of contexts, including digital and print for our external audiences. Note, these blocks are not meant to read consecutively, but to be used discretely (for example, on different web pages, or in separate brochures designed for specific audiences) and to express discrete benefits.
We’re dreamdevelopers
We’re dooropeners
We’re gamechangers
Questions about your future? Not sure how to navigate the obstacles? Wondering if you belong? Hey, we get it. We also know that your potential is worth every ounce of effort.
At LBCC, we work with students of all walks and stages, and you know what they have in common? They’re exploring a new opportunity. A new definition of self. A new career.
• Help with financial aid, logistics, and all the rest — we’ve got your back.
If you’re passionately pursuing your purpose, we’re right here with you — providing the guidance, resources, skills, and training to see you through. So, what is LBCC? An excellent education. A supportive, innovative atmosphere. An opportunity to bring your dreams to completion.
Opening doors, embracing perspectives, flexing the innovation muscle. At LBCC, we build partnerships that bring game-changing opportunities to the region we serve, from high school transitions to new careers to continuing education.
• Guidance to help you figure out what you want to pursue — we’re here. • Support to help you build the future of your dreams — let’s do this.
LBCC is your community college. And you are our first choice.
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Linn-Benton Community College / Brand Book
LBCC is where the future starts. And yours is looking bright.
For everyone who joins our learning community, we work to connect education to success… to foster personal growth and transformation… to help students discover their purpose, and achieve it.
LBCC makes a difference. And your partnership is why we can.
Target Audiences The following profiles describe three fictional characters. Each represent a segment of our target audience, to help us better understand the people we want to reach. Each profile has a unique elevator pitch that gives us a common language to express what we do and why it matters. Each pitch is intended to be used as a general guide, not repeated word-for-word.
Elevator Pitch for Maria
Maria Maria is a 17-year-old prospective LBCC student starting her senior year at a high school in Albany. Maria is actively involved with her church and leadership programs at school. She’s a 3.5 GPA student with solid academic and career ambitions in a health field (doctor, nursing, social work, etc.) that requires an advanced degree(s). Her family is highly supportive of Maria’s academic ambitions, but neither of her parents attended college, so it’s been hard for them to provide guidance to her in navigating the college search and financial aid processes, which at times has left her feeling confused and overwhelmed. Additionally, Maria’s parents work hard but live paycheck to paycheck, so the cost of her education will largely be her responsibility. Maria has big ambitions, but sometimes wonders if she can get there with all the obstacles in her way.
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Linn-Benton Community College / Brand Book
LBCC has so many resources for students like you. We help people figure out how to make college practical for them: admissions, financial aid, balancing classes with work, all of that. The programs are excellent, and you get a team of people who really want to connect you to the career you’re working toward. So, what are your goals? What do you need most right now?
Target Audiences
continued
Elevator Pitch for Ashley
Ashley Ashley is a 30-year-old prospective LBCC student who has been a stay-at-home mom for the past five years. Her son is headed to elementary school in the fall, and she’s looking to go back to work to improve her family’s financial situation. Prior to leaving the workforce Ashley was employed through a temp agency filling various receptionist and office clerk roles. During that time she worked at an accounting firm for a couple months, which piqued her interest. Ashley knows she’ll need to pursue additional education and training for any opportunities in the accounting field, but she’s not sure what options are available to her. She’s looking for some advice to help her on a path to reaching her career goals and increase her family’s income.
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Linn-Benton Community College / Brand Book
LBCC is a great place to reinvent your possibilities. Everyone who comes here is starting something new. We can connect you with options, advice, and resources, so you can make sure your education is moving you forward in a way that makes sense. And it should! Your potential matters! When you think about going back to school, what are your biggest concerns?
Target Audiences
continued
Elevator Pitch for Jacob
Jacob Jacob is an 19-year-old recent high school graduate from Corvallis and a prospective LBCC student. He finished high school with a 2.8 GPA, but he’s been working 30–40 hours a week at a local fast food restaurant, unsure of what he wants to do next. Jacob has never disliked school, but there has only ever been a few classes that interested him, so he never gave his best effort. Even those classes that did pique his interest didn’t seem to connect him to a specific job or career he could reach for. Many people close to Jacob have been pushing him to think long-term about his future and create a plan, and a former high school counselor once suggested he check out his options in the military. Jacob wants more than to punch a 9–5 timeclock, though he’s not sure yet what “more” is or even how to find out.
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Linn-Benton Community College / Brand Book
At LBCC it’s okay not to have all the answers up front. If you want to build a career that matters to you, and you’re willing to put in the effort, we’ve got options. It’s a high-quality education that’s affordable and supportive, so you can try things out, explore careers, figure out what you want, and get advice on how to get there. So, what did you enjoy most in high school? What kind of learner are you?
Our Logo
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Linn-Benton Community College / Brand Book
Logo Family LBCC has two logo variations and a monogram. The primary logo is used most frequently, and the LB monogram is used to support the brand.
College Logo, Primary Social Media Icons
Icon
Used for social media, watermarks, or other applications where the icon will be viewed at a small size and logotype is not necessary.
Logotype
College Logo, Horizontal Alternate
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Linn-Benton Community College / Brand Book
Monogram
Primary Logo This logo is used most frequently compared to other logo variations. When applied to a light color background, it is recommended to use the white version of the logo. When applied to a dark color background, it is recommended that the two-color logo be used.
One-color logo on LB Yellow background
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Linn-Benton Community College / Brand Book
Two-color logo on LB Blue background
Black and white logo
Horizontal Logo The horizontal logo is used when there is not enough vertical space to allow for use of the primary logo, or when the layout better suits a horizontal alignment.
One-color logo on LB Yellow background
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Linn-Benton Community College / Brand Book
Two-color logo on LB Blue background
Black and white logo
LB Monogram The monogram is used to support the logo, or to apply to swag in order to show LB pride. The monogram is versatile and can be LB Yellow or LB Blue, and can also be placed within a flag shape. The LB monogram is not a replacement for the roadrunner icon, and it’s never used in conjunction with the logotype. When using both the monogram and the college logo together, ensure there is ample space separating the marks.
The LB monogram can be applied to a flag shape, which hangs from layout elements such as photos or the edge of the page. It can hang to the left or right. To learn more about the flag element, see page 26.
Monogram on LB Yellow, right-aligned flag
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Linn-Benton Community College / Brand Book
Monogram on LB Blue, left-aligned flag
Monogram in LB Yellow
Black and white monogram
Clear Space & Minimum Size
Acceptable spacing
Space Around Logo
Not enough space
=
Don’t crowd the logo with other elements. Leave a minimum of the height of the letter “L” in Linn around the logo.
Do not allow for a height smaller than 0.55 inches for the primary logo and 0.25 inches for the horizontal logo.
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Linn-Benton Community College / Brand Book
0.55"
0.25"
Supporting Marks
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Linn-Benton Community College / Brand Book
Supporting Marks Linn-Benton Community College has a variety of marks that are used within the brand system. These marks are never used as a substitute for the college logo in marketing or other external communications.
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Department Logos
Spirit Mark
These logos are used to represent departments within the college.
The Spirit Mark promotes our school spirit and student life.
Icon-monogram Lockup
Mascot
College Seal
This mark is used in limited applications such as stickers and embroidered clothing.
Rocky the Roadrunner is LBCC’s mascot.
The college seal is used only on official academic documents such as transcripts and diplomas.
Linn-Benton Community College / Brand Book
Department Logos Some LBCC departments have their own logo. Marketing of individual classes, programs or opportunities, however, should use the primary LBCC logo regardless of location. Department logos for LBCC campuses and centers are provided at the discretion of the marketing department. Both vertical and horizontal logos are available.
Horizontal
Vertical
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Linn-Benton Community College / Brand Book
Department Logos: Horizontal The horizontal logo is used when the layout better suits a horizontal alignment. For departments with names shorter than the words “LinnBenton Community College,” the larger type size is used. For those with names longer than the words “Linn-Benton Community College,” a smaller type size is used. Short Department Name
Long Department Name
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Linn-Benton Community College / Brand Book
Department Logos: Vertical The vertical logo is used when the layout better suits a vertical alignment. For departments with names shorter than the words “Linn-Benton Community College,” the larger type size is used. For those with names longer than the words “Linn-Benton Community College,” a smaller type size is used. Short Department Name
Long Department Name
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Linn-Benton Community College / Brand Book
Department Logos: Color Variations The same rules apply to the department logos as to the college logo. When applied to a light color background, it is recommended to use the white version of the logo. When applied to a dark color background, it is recommended that the two-color logo be used.
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= Don’t crowd the logo with other elements. Leave a minimum of the height of the tallest letter in the department name around the logo
Full-color logo on white background
One-color logo on LB Yellow background
Black and white logo
Two-color logo on LB Blue background
Linn-Benton Community College / Brand Book
Spirit Mark
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The spirit mark is another way that LBCC shows its pride. The LBCC Spirit Mark is used on internal-facing materials and swag. It does not replace the college logo in marketing or external communications. This is for an audience who knows what it means to be a Roadrunner.
One-color Spirit Mark on LB Yellow background
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Linn-Benton Community College / Brand Book
Don’t crowd the logo with other elements. Leave a minimum of the height of the letter “R” in “Roadrunner” around the logo
Two-color Spirit Mark on LB Blue background
Black and white Spirit Mark
Icon-monogram Lockup The logo icon and monogram work seamlessly together for limited applications such as bumper stickers, window stickers, or a small embroidered patch. This lockup is never to be used with the logotype or in place of the college logo for marketing or external communications. The lockup is only used in full-color.
Embroidered shirt
Embroidered cap
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Linn-Benton Community College / Brand Book
Mascot Rocky the Roadrunner is LBCC’s mascot. Used sparingly, Rocky never accompanies the logotype and cannot be used to replace the logo. Rocky is internal-facing and should never be applied to outward-facing marketing materials. Rocky doesn’t represent the college, rather, Rocky embodies the spirit of the fan of LBCC. Rocky can be placed on sweatshirts or other swag as a “legacy” or limited edition item. Do not flip the mascot. Rocky always faces right.
Full-color Rocky
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Linn-Benton Community College / Brand Book
One-color Rocky in LB Blue
One-color Rocky in LB Yellow
Brand Elements
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Linn-Benton Community College / Brand Book
The Flag Inspired by the LBCC hyphen shape, the flag element can be used to hold the LB monogram, for cropping photos, headers, or as a layered design element. The angle of the flag is always 80 degrees, the same as the logo icon. When the flag is placed on the left side of a layout, use the “left-aligned flag.” When it is placed on the right side of a layout, use the “right-aligned flag.”
Examples
When placed on the edge, extend the LB monogram flag by 0.125-inch for bleed on print documents when required.
80° Right-aligned flag
Left-aligned flag
Flag as a photo crop
LB monogram + flag artwork has been provided in separate art files. Do not adjust, unless extending for bleed. When using the flag for other applications such as photo crops, headers, or layered design elements, you can adjust the height and the width of the flag, but always keep the angle at 80 degrees.
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Linn-Benton Community College / Brand Book
Flag as a layered art element The flag can also be used to call-out URLs or headers. This example shows the flag anchored to the left edge, using the left-aligned flag shape.
Color Palette Primary colors LB Yellow, LB Blue, and White carry the most visual weight in branding applications. Secondary colors are Sky Blue, Campus Maroon, and Grass Green. Tertiary colors hold the least visual weight. Oregon Gray is intended as a background color element only while Black is used for text, and tints (i.e. shades of gray) are used only for this color. Brand Colors
LB Yellow C0 M30 Y100 K0 R253 G185 B19 HEX FDB913 PMS 7549
LB Blue C100 M43 Y0 K30 R0 G91 B148 HEX 005B94 PMS 301
C0 M0 Y0 K0 R255 G255 B255 HEX FFFFFF PMS White
Secondary
Tertiary
Sky Blue C70 M15 Y0 K0 R39 G170 B225 HEX 27AAE1 PMS 299
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White
Linn-Benton Community College / Brand Book
Campus Maroon C58 M93 Y62 K0 R135 G61 B90 HEX 873D5A PMS 208
Grass Green C67 M0 Y71 K17 R69 G161 B105 HEX 45A169 PMS 7731
Oregon Gray C4 M3 Y6 K7 R225 G224 B220 HEX E1E0DC PMS Cool Gray 1
Black C0 M0 Y0 K100 R0 G0 B0 HEX 000000 PMS Black
Fonts: Sans Serif Linn-Benton Community College uses Proxima Nova as its primary typeface. This is a very versatile typeface that comes in a variety font-weights. Extrabold, Bold, Regular, and Thin should be used the most frequently. Proxima Nova Regular is primarily used for body copy, while Proxima Nova Extrabold is used for headers. Proxima Nova Bold is used to emphasize text within body copy.
Aa
Proxima Nova Extrabold
Proxima Nova Bold
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz1234567890
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz1234567890
Proxima Nova Regular
Proxima Nova Thin
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz1234567890
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz1234567890
Alternative Fonts
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Linn-Benton Community College / Brand Book
For digital applications, Lato is an acceptable alternative for Proxima Nova.
In the case where licensing for Proxima Nova cannot be obtained, the system font Verdana can be used. This should be used as a last resort.
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz1234567890
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz1234567890
Fonts: Serif For decorative type or large headers, Adelle can be used. Adelle is an approachable and friendly serif typeface that brings warmth to the Linn-Benton Community College’s brand. This typeface should not be used as much as Proxima Nova, LBCC’s primary typeface. Adelle Bold and Regular are used the most frequently.
Aa
Adelle Bold
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz1234567890
Adelle Regular
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz1234567890
Alternative Fonts For digital applications or in cases where a license for Adelle cannot be acquired, the free Google font Merriweather can be used.
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz1234567890
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Linn-Benton Community College / Brand Book
Fonts: Examples of Use For headers, use Proxima Nova Extrabold. For body copy, use Proxima Nova Regular. An example of standard paragraph font styles is shown below. Additionally, Proxima Nova and Adelle can be used in dynamic ways to emphasize particular words, headlines, or quotes, as shown to the right.
Proxima Nova Extrabold 15pt w/ 15.5pt leading
Proxima Nova Regular 9pt w/ 13pt leading
Proxima Nova Extrabold 12pt w/ 13pt leading
Header Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat.
Subheader Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat.
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Linn-Benton Community College / Brand Book
“ ”
We’re right here with you — providing the guidance, resources, skills, & training to see you through.
Finding purpose
Regional Illustrations: Trees LBCC uses artwork inspired by where we live to support the brand. Using the shapes of local trees we show pride in our communities and region.
White Oak
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Linn-Benton Community College / Brand Book
Douglas Fir
Western Red Cedar
Regional Illustrations: Rivers LBCC uses artwork inspired by where we live to support the brand. Using the shapes of local rivers we show pride in our communities and region.
Calapooia River
Willamette River
North Santiam River
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Linn-Benton Community College / Brand Book
Photography Photos should always depict real LBCC students and faculty. LBCC uses a good mix of candid shots as well as portraits. Photos should focus on the subject, with the background holding lesser emphasis. Photo subjects are always captured off-center. Students and faculty should avoid wearing clothing with logos other than LBCC during photoshoots.
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Linn-Benton Community College / Brand Book
Example Applications
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Linn-Benton Community College / Brand Book
Apparel & Banners The college logo and monogram can be used throughout collateral materials, allowing for a versatile brand. The roadrunner icon can be applied in either black and white or LB Yellow — never LB Blue. The monogram can be in either LB Yellow or LB Blue, as well as black and white.
Two-color logo and LB Blue monogram applied to apparel
In special cases, the roadrunner icon can be used as an art element to add a dynamic sense of movement, shown here on LBCC’s campus banners
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Linn-Benton Community College / Brand Book
Waterbottles & Social Media Below are additional applications showing how the brand can further be applied in a variety of formats, whether it be digital or one-color.
Social media can use the roadrunner or monogram icons
One-color applications on waterbottles
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Linn-Benton Community College / Brand Book
Poster For print pieces, such as this example poster, the flag elements can play a strong role and nicely balance the logo.
Example poster using the LB monogram in the right-aligned flag
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Linn-Benton Community College / Brand Book
Viewbook The Viewbook is a great way to see how the LBCC brand can be further expanded using the provided monogram, colors, logo, fonts, and supporting art. Layouts should be dynamic, leveraging the use of layered illustrations, shapes that reflect the angle of the hyphen, and custom photography.
Example viewbook cover using the LB monogram in the left-aligned flag
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Linn-Benton Community College / Brand Book
Viewbook: Interior Spread 1 On more extensive print pieces such as the viewbook, brand elements such as the flag and regional illustrations come in to play.
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Linn-Benton Community College / Brand Book
Viewbook: Interior Spread 2 Header typography can be playful, mixing Proxima Nova and Adelle. Regional illustrations can be used as a strong layout element as well.
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Linn-Benton Community College / Brand Book
What Not to Do: College Logo
Don’t change colors in the logo or use colors that are outside of the brand guidelines.
Don’t change the logotype or use fonts outside of the brand guidelines.
Don’t apply a drop shadow to the logo.
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Linn-Benton Community College / Brand Book
Don’t place the logo on a complex photo background.
Don’t place the full-color logo on a color background.
Don’t rotate or stretch the logo.
What Not to Do: Monogram In addition to the rules on the previous page, the following apply to the monogram.
Student Life Don’t use the monogram in place of the roadrunner icon.
Don’t place the monogram in the hyphen
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Linn-Benton Community College / Brand Book
Don’t use the monogram and college logo next to eachother.
Don’t make new logos from the monogram
Don’t place the monogram in a shape other than the approved flag.
For questions about this document, contact: Jennifer K. Boehmer Executive Director of Institutional Advancement jennifer.boehmer@linnbenton.edu (541) 917-4405
Published October 2019 Madison Ave. Collective // madcollective.com