Welcome to Brookdale’s Communications Standards Guide. These guidelines were created to strategically position the college within the community with consistency. Our publics – students, staff, community members, potential donors, business contacts and others – recognize us first and foremost by our brand and all that it entails. This includes our logo and logotype, our colors (the Brookdale red and blue), and images of the campus and students that we use consistently, as well as the way in which these elements appear in print and on the web. Most importantly, it includes the words we use to describe the college, both in print and in person. It is the sum total of everything we do to distinguish us from our competitors. We use this identity to convey, through a combination of words, symbols, colors and images, the nature of our uniqueness.
Why is this important to you? Every day, people around the county and state see materials from Brookdale: advertisements, catalogs, brochures, posters, playbills, invitations, billboards, signage, apparel and imprinted gift items. Each of these gives not only information about Brookdale, but conveys an image of who we are. Depending on how this message is perceived, our reputation is either strengthened or weakened.
Presenting a strong, unified approach in all of our messages is crucial. Not only do we need to be sure that the information contained in our communications is correct, but we also need to show a consistency of style that helps our customers recognize our materials at a glance. We want our communications to be memorable. This guide helps all of us to convey a consistent look and message of professionalism.