The Bronze Standard:
A Branding and Visual Identity Guide
In 2022, I proposed to the city of Alexander City, AL that it should adopt higher education and college athletics as the new economic staple of its community. To illustrate this proposal I created a conceptual university – The Alabama Institute of Technology. To answer the question of how this brand new institution would build recognition, credibility and trust, I designed this branding and visual identity guide.
Brand Identity & Mission
The Alabama Institute of Technology brand is firmly rooted in our mission: "To serve the people of Alabama and the world through excellence in the advancement of arts and science, and in developing leaders and citizens who will challenge the present and enrich the future."
A brand is the sum of all impressions, thoughts and feelings held by customers, resulting in a distinctive position in their mind’s eye based on perceived emotional and functional benefits.
Our Values & Principles
• Excellence: We are committed to the pursuit of excellence in all that we do, from academic achievements to research innovations, and in the service we provide to our community.
• Innovation: We foster a culture of innovation and creativity, encouraging our students and faculty to push the boundaries of knowledge and explore new frontiers.
• Integrity: We uphold the highest standards of integrity, honesty, and ethical conduct in all our actions, fostering a community of trust and respect.
• Collaboration: We believe in the power of collaboration and actively seek partnerships with individuals, organizations, and industries to tackle complex challenges and drive positive change.
• Community Engagement: We are deeply committed to our local and global communities, working to make a positive impact through service, outreach, and social responsibility.
• Leadership: We nurture leadership qualities in our students and aim to be leaders in education, research, and innovation on a regional, national, and global scale.
• Adaptability: In a rapidly changing world, we embrace adaptability and agility, constantly evolving to meet the needs of our students and the challenges of the future.
Our core values are collectively referred to as "The Bronze Standard". These values define the Institutes’s strategic direction highlighting 7 thematic areas of emphasis.
Brand Essence
At Alabama Tech, we are the pioneers of possibility in a world driven by technology. Our essence is innovation, integrity, and inspiration, blended with an unwavering commitment to excellence. We embrace the future with open arms, forging new standards and pushing the boundaries of what's possible. We are a purpose driven and receptive community, where ideas flourish and transform into real-world solutions. Our students are empowered to become visionaries, mold-breakers, and leaders, armed with the skills and knowledge to shape a better world through technology. We are Alabama Tech—a beacon of progress, a catalyst for change, and a driving force in the tech-driven landscape of tomorrow.
Brand Positioning & Key Differentiators
The elements that set our institution apart from others are characterized as "The Three Gears". Each gear represents one of three themes in which we excel. Like the components of a more complex machine, these gears work in tandem to create the unique Alabama Tech experience.
Alabama Tech is the obvious choice for the most promising students, because unlike any other institution, we are where technology meets inspiration, where ideas become innovations, and where students become the tech leaders of tomorrow. "Pioneering The New Technological Standard" is more than just a slogan. We empower our community to drive meaningful change, making a lasting impact on our world.
First Gear: Cultural Preservation
At Alabama Tech, we wholeheartedly embrace the vital mission of cultural preservation. Our commitment to safeguarding the rich tapestry of human history is exemplified through innovative initiatives and flagship programs such as 'Modern Digital Anthropology,' hosted by the esteemed Richard Astley College of Liberal Arts. This program not only explores the profound impact of technology on society but also delves into the intricate web of contemporary cultures, documenting their evolution in the digital age.
Second Gear: Modernistic Preparation
At Alabama Tech, our status as a self-accrediting research institution empowers us to stay on the cutting edge of education. This freedom allows us to swiftly implement curriculum changes, ensuring that our students are not just prepared but exceptionally equipped for the ever-changing future. We take pride in our commitment to providing a dynamic and forward-thinking education, setting our students on a path to thrive in a rapidly evolving technological landscape.
Our dedication to cultural preservation extends beyond the traditional and ventures into the digital realm, where we celebrate the diverse, dynamic, and sometimes whimsical facets of contemporary culture. Through these initiatives, we not only honor the past but actively engage with the present, contributing to a comprehensive cultural narrative that will continue to shape the future. At Alabama Tech, we recognize that preserving cultural heritage is not merely a duty but a celebration of the human spirit and the enduring legacy of creativity and innovation.
Moreover, we take great pride in being the home of the 'National Museum of Memeology,' a unique institution featuring the Southeast's largest collection of 'Rare Pepe's' and the enlightening 'History of Kekistan Exhibit.' These fascinating exhibits showcase the ever-evolving nature of culture, illustrating how digital and internet phenomena have become an integral part of our cultural heritage.
The Elon Musk College of Math and Science is the crown jewel of Alabama Tech. Here, we foster an environment where students not only learn but actively contribute to advancements in math and science. Our 'Applied Industrial Robotics' program equips students with the skills needed to excel in automation, robotics, and Industry 4.0, ensuring they are at the forefront of modern industry.
Additionally, our 'Cryptocurrency Mining Sciences' program prepares students for the ever-evolving world of digital finance, blockchain technology, and cryptocurrency. Our state-of-the-art Crypto Mining Lab provides students the opportunity to engage in hands-on learning and research to understand and harness the transformative power of digital currencies.
With these cutting edge resources, we are not just preparing our students for the digital future; we are shaping the future itself. Alabama Tech is at the forefront of modern education, ensuring our graduates are not just well-prepared but exceptionally positioned to thrive and lead in a rapidly evolving technological landscape.
Third Gear: Community Elevation
At Alabama Tech, our vision extends beyond the confines of our campus as we aspire to ignite a profound shift in the social paradigm associated with education in the southeast. We are committed to erasing stigmas and redefining the possibilities of education for our local and regional communities.
We engage with our communities through outreach programs, partnerships, and initiatives that empower individuals from all walks of life to access quality education. We provide scholarships, mentorship, and support networks that create pathways to higher learning, transcending socio-economic barriers.
We collaborate with local industries, businesses, and municipalities to foster innovation, economic growth, and sustainability within our region. By actively contributing to community development, we are not only elevating our students but also elevating the very communities that nurture our university.
Alabama Tech is resolved to be a catalyst for social transformation, breaking down barriers and opening doors to a brighter and more prosperous future for all. Together, we erase the demeaning narratives of southern education, paving the way for a region where every individual has the opportunity to rise, excel, and contribute to a thriving community.
Color System
As both a color and a metal, it holds a symbolic connection to technology. In its color form, bronze exudes warmth and sophistication, reflecting the human touch in an otherwise digital world. It reminds us that technology, at its core, serves to enhance our lives, connecting people with purpose and purpose with progress.
As a metal, bronze embodies durability and tradition, akin to the timeless principles that underpin technological advancement. It's a reminder that while technology evolves rapidly, its roots lie in principles that stand the test of time, just as bronze has been treasured for centuries.
The green patina of oxidized bronze serves as a visual representation of our commitment to bridging the past and future in the realm of technology. Just as bronze develops a distinctive patina over time, our technological journey matures and evolves, gaining depth and character. This Patina Green reminds us of the lasting impact of innovation and the enduring values that ground us.
Much like the patina, we embrace change and transformation as integral to our growth. It signifies our ability to adapt and flourish amidst the evolving landscape of technology while staying rooted in the principles that have guided us for generations.
Together, these colors represent the harmonious blend of innovation and tradition that defines our technological journey. At Alabama Tech, we embrace this balance, leveraging cutting-edge advancements while honoring the enduring values that shape our present day.
Primary Color
Secondary Color
Tertiary Colors
Dark Bronze and Dark Patina can be used in conjunction with the primary colors to create bronze and patina green gradients.
All of Alabama Tech's creative assets may be printed in black and white.
Logo & Visual Elements
The gear, with its interlocking teeth and precise engineering, is the quintessential symbol of technology. It represents the intricate machinery, innovation, and mechanical precision that drive technological advancements. Each tooth symbolizes a cog in the wheel of progress, where every movement is a step forward in the ever-evolving landscape of innovation. Like technology itself, the gear embodies the power to connect, transform, and propel us into the future. And so, many of our logo designs feature this iconography.
Institute Wordmark Logo
The Alabama Institute of Technology logo is the keystone of our visual identity. This logo, or a unit or department logo, should be used on all communications materials. Using the logo consistently will enhance the recognition of the Institute by all audiences. The Institute wordmark must appear in the Alabama Tech color palette only. They must not be altered in any way. Do not fill the logos with graphics or photos, or cover them with text or graphics, and do not change or approximate the fonts or make transparent. The primary logo uses a horizontal layout and the secondary logo is centered in a vertical format.
The primary logo should be the first choice when the Institute logo is used and should applied to white or light backgrounds. When appropriate, it may be substituted with the secondary logo such as in vertical or round applications.
Wordmark Color Options
The Institute Wordmark should be reproduced in one color - either bronze or patina green. Alternatively, black or greyscale is acceptable for print application.
The white logo applications should be used on dark or busy backgrounds, particularly wherever the full color logo would not be legible enough to read.
Design Usage
Alabama Institute
Of Technology
The Alabama Institute of Technology logos may not be altered in any way. This includes, but is not limited to:
Never change the fonts.
Never change the color, except for the approved variations.
Never use a pattern in the logo.
Never stretch, skew, or warp the logo.
Never use any type of drop shadow.
Never reduce the opacity.
Lockup Logos
Lockup logos are a way of branding individual units within the Institute. Units include approved schools, centers, institutes, foundations, or other department. Lockup logos can replace the main Alabama Institute of Technology logo on printed and online materials; it is not necessary to use both logos.
There are two lockup logo configurations engineered to work for all departments, divisions, and schools, regardless of name length. Contact the Office of Marketing and Communications for specific logos.
State Logo
The "State Logo" is one of our athletics logos and combines the iconography of the gear with the pride we have for our great state. The State logo comes in 3 variants: Original two-toned, 1-color, and 3-Dimensional.
Institute departments and administrative units should utilize the Institute's Wordmark logo or their respective unit or department logo as the primary mark in any marketing or communications piece. To use athletics trademarks on media such as mugs or t-shirts, consult the Office of Trademarks and Licensing for clearance before proceeding. This office can also provide information and instructions regarding the purchase of such materials for internal use or resale.
Interlock Spirit Mark
The Interlocked Spirit Mark is another logo designed for our athletics and is a distinctive component of the Alabama Tech brand. In certain circumstances it may also be used in place of the Institute's Wordmark logo.
For applications on white or light backgrounds, the Bronze Interlock should be used. For applications where the Bronze Interlock is not appropriate, use the Patina Green Interlock.
The White Interlock should be used for dark or busy backgrounds.
Interlock Spirit Mark (With Strokes)
Interlock patterns are versatile and can work for a variety of arrangements. As a general rule, we recommend applying the aforementioned guidelines in accordance to the color used for the stroke.
Institute Seal
The Alabama Institute of Technology Seal is reserved for official use only. The seal should only be used on diplomas, medallions, awards, honorary certificates, and prestigious gift items (not as a design flourish or texture). Permission for use of the seal must be obtained from the Office of Marketing and Communications.
The Alabama Institute of Technology Seal may not be altered or reconfigured in any way. It is acceptable to emboss, screen into a background, or apply the Seal in white. The Institute's Seal may be reproduced in black, white, metallic ink (PMS 875), or bronze foil.
Typography
Alabama Tech embraces open-source fonts in our visual identity. In doing so, we celebrate the spirit of innovation and champion accessibility. We believe in shared knowledge and the power of collaboration, fostering a dynamic and flexible brand that reflects our commitment to transparency and creativity. Open-source fonts empower our community to shape our distinctive identity, aligning with our educational philosophy.
The 'Play' font is intended for use in prominent headings, titles, and key visual elements, both in print and digital media. This font has been thoughtfully chosen as Alabama Tech's primary typeface due to its modern, clean, and versatile design. Its sleek lines and balanced proportions reflect our institution's commitment to innovation and forward-thinking education. 'Play' brings a sense of energy and dynamism to our visual communication, aligning perfectly with our progressive approach to technology and learning.
Primary Typeface
The typeface 'Lato' serves as our secondary typeface at Alabama Tech. It was selected for its exceptional readability and clean, modern design. Its balanced proportions and friendly appearance make it a versatile choice, complementing the bold character of our primary font. 'Lato' enhances legibility in subheadings, captions, and body text, ensuring a seamless and harmonious reading experience across all communication materials.
Secondary Typeface
Use "Play Bold" for high-impact headings (H1-H3) to draw attention and create a strong visual hierarchy.
For slightly smaller headings (H4-H6), use "Play Semi-Bold" to maintain emphasis while ensuring readability.
Heading 1 (H1) - Play Bold:
Print: 48 points
Web: 3.5 em (or 350%)
Heading 2 (H2) - Play Bold:
Print: 36 points
Web: 2.5 em (or 250%)
Heading 3 (H3) - Play Bold:
Print: 30 points
Web: 2.0 em (or 200%)
Heading 4 (H4) - Play Semi-Bold:
Print: 24 points
Web: 1.5 em (or 150%)
Heading 5 (H5) - Play Semi-Bold:
Print: 18 points
Web: 1.25 em (or 125%)
Heading 6 (H6) - Play Semi-Bold:
Print: 14 points
Web: 1.0 em (or 100%)
Utilize "Lato Regular" for subheadings, body text, and captions to provide a clean and professional appearance, enhancing readability across various platforms and content lengths.
Subheadings / Callouts - Lato Regular:
Print: 12-14 points
Web: 1.0-1.125 em (or 100-112.5%)
Body Text - Lato Regular:
Print: 10-12 points (for paragraphs)
Web: 1.0 em (or 100%)
Captions / Small Text - Lato Regular:
Print: 8-10 points
Web: 0.875-1.0 em (or 87.5-100%)
Subheading
Body Text
Captions
Communication Guidelines
Voice: Authoritative & Innovative
At Alabama Tech, our voice embodies authority and innovation. We are pioneers, setting a new technological standard, and our communication reflects the confidence and expertise that come with leading the way. Here’s how our voice should resonate:
Confidence and Assurance: Speak with confidence. We are experts in our field, and our words should inspire trust and certainty in our audience.
Clarity and Precision: Be clear and precise in communication. Use concise language to convey complex ideas, ensuring our message is easily understood by all.
Expert Insight: Share expert insights and knowledge. Back our statements with research, data, and industry expertise, establishing Alabama Tech as a credible authority in technology.
Forward-Thinking: Emphasize our forward-thinking approach. Showcase our vision for the future of technology and how we are actively shaping it.
Innovation and Creativity: Encourage innovative thinking. Embrace creativity in problem-solving and inspire others to explore new possibilities in the tech landscape.
Tone: Confident, Visionary, and Inspirational
At Alabama Tech, our voice embodies authority and innovation. We are pioneers, setting a new technological standard, and our communication reflects the confidence and expertise that come with leading the way. Here’s how our voice should resonate:
Confidence and Assurance: Speak with confidence. We are experts in our field, and our words should inspire trust and certainty in our audience.
Clarity and Precision: Be clear and precise in communication. Use concise language to convey complex ideas, ensuring our message is easily understood by all.
Expert Insight: Share expert insights and knowledge. Back our statements with research, data, and industry expertise, establishing Alabama Tech as a credible authority in technology.
Forward-Thinking: Emphasize our forward-thinking approach. Showcase our vision for the future of technology and how we are actively shaping it.
Innovation and Creativity: Encourage innovative thinking. Embrace creativity in problem-solving and inspire others to explore new possibilities in the tech landscape.
Print & Marketing Collateral Guidelines
1. Consistent Typography:
Primary Font: Use "Play" for headlines and titles. Ensure consistency in font weight and style to maintain a unified look.
Secondary Font: Implement "Lato" for subheadings, body text, and captions. Maintain a consistent font size and style for readability.
2. Color Palette:
Primary Color: Bronze (#7c645e) represents our heritage and technological excellence.
Secondary Color: Green Patina (#8ac7ab) symbolizes growth, innovation, and sustainability. Use it sparingly for emphasis and accents.
Background: Opt for neutral shades (white, light gray) to maintain contrast and readability.
3. Imagery:
Photography: Use high-quality, diverse images showcasing campus life, technology, and community engagement.
Graphics/Illustrations: Incorporate modern and tech-related graphics. Avoid clichés; focus on conveying innovation and progress.
4. Logo Usage:
Logo Placement: Place the official Alabama Tech logo in the top left or bottom right corner for prominence and visibility.
Clear Space: Maintain a clear space around the logo to ensure its integrity. No other elements should encroach upon this space.
5. Layout and Composition:
Hierarchy: Establish a clear content hierarchy. Use bold headings, subheadings, and bullet points to organize information effectively.
Whitespace: Embrace whitespace for balance and clarity. Avoid cluttered layouts; let elements breathe.
6. Brand Messaging:
Voice and Tone: Maintain an authoritative voice with a visionary tone. Inspire confidence, innovation, and a sense of possibility in all written content.
Tagline Usage: Utilize the tagline "Pioneering The New Technological Standard" strategically to reinforce our unique positioning.
7. Printing Considerations:
Paper Quality: Choose high-quality, eco-friendly paper stock for printed materials, reflecting our commitment to sustainability.
Color Accuracy: Ensure color consistency across all print collateral. Work closely with printers to achieve the desired color output.
8. Digital Integration:
Responsive Design: Prioritize responsive design for digital collateral, ensuring a seamless user experience across devices.
Interactive Elements: Explore interactive PDFs, infographics, and multimedia elements to engage online audiences effectively.
9. Brand Compliance:
Guideline Adherence: Educate all team members and partners about brand guidelines. Regularly audit materials to ensure consistency.
Approval Process: Establish a clear approval process for all print and marketing collateral to maintain brand integrity.
By adhering to these guidelines, Alabama Tech's print and marketing collateral will consistently reflect our brand identity, conveying our message of innovation, authority, and technological advancement to our audience effectively.
Digital Presence Guidelines
1. Website Design and Development:
Responsive Design: Ensure the website is responsive, providing an optimal viewing experience across devices, including desktops, tablets, and smartphones.
User-Friendly Navigation: Implement intuitive navigation, enabling visitors to easily find information. Follow common navigation patterns and organize content logically.
2. Social Media:
Consistent Branding: Maintain consistent profile pictures, cover photos, and bio information across all social media platforms. Use official brand colors and logos.
Engagement: Respond promptly to messages, comments, and mentions. Foster meaningful interactions and engage with the community positively.
3. Content Creation:
Visual Consistency: Maintain a consistent visual style for images and graphics. Use a cohesive color palette and typography across all digital content.
Video Content: Embrace video content, such as tutorials, interviews, and campus tours, to engage the audience effectively.
4. Social Media Posting:
Frequency: Post regularly but avoid overposting. Focus on quality content over quantity.
Content Variety: Share a mix of educational content, campus updates, student achievements, and relevant industry news.
5. Email Communication:
Professional Email Signatures: Ensure all staff members have professional email signatures that include their name, title, contact information, and the Alabama Tech logo if applicable.
Clear CTA (Call to Action): Clearly define the purpose of the email and include a specific call to action, whether it's to register for an event, download a resource, or visit the website.
6. Accessibility:
Compliance: Ensure the website and digital content comply with web accessibility standards (WCAG). Provide alternative text for images and ensure videos are captioned.
Mobile Accessibility: Prioritize mobile usability and ensure all features and content are accessible on mobile devices.
7. Data Privacy and Security:
Secure Website: Implement SSL encryption to secure the website, especially if it involves user data input.
User Data: Clearly communicate how user data is collected, stored, and used. Comply with data privacy regulations (such as GDPR).
By adhering to these guidelines, Alabama Tech can maintain a strong, cohesive, and engaging digital presence, ensuring a positive user experience and reinforcing the institute's brand identity online.
8. Digital Advertising:
Targeted Ads: Use targeted advertising to reach specific demographics, ensuring that the content is relevant to the audience being addressed.
Monitoring ROI: Monitor and analyze the return on investment (ROI) of digital advertising campaigns to optimize future strategies.
9. Analytics and Reporting:
Regular Analysis: Regularly analyze website traffic, social media engagement, and email campaign performance. Use insights to refine digital strategies.
Reporting: Provide regular reports to stakeholders, summarizing key digital metrics and highlighting successes and areas for improvement.
10. Training and Guidelines:
Staff Training: Provide training sessions for staff involved in managing digital platforms, emphasizing brand consistency, best practices, and security protocols.
Guideline Documentation: Maintain a digital style guide that outlines brand usage, content guidelines, and platform-specific practices.
The Bronze Standard: Our Brand, Our Legacy
In the heart of Alabama Tech's brand and visual identity guide lies a powerful narrative — a narrative of innovation, expertise, and transformative education. Rooted in our core values, we have forged a brand that signifies not just our present accomplishments but our future aspirations.
"The Bronze Standard" — a symbol of our unwavering commitment to excellence, knowledge, and pioneering spirit. With meticulous attention to detail and a profound understanding of our institution's essence, we have sculpted a brand that embodies the timeless strength of bronze and the enduring legacy of Alabama Tech.
This guide serves as our compass, guiding us through every interaction, every piece of content, and every visual representation. It unites us under a common visual language, ensuring consistency and resonance in our communication. As we embrace "The Bronze Standard," we reinforce our position as trailblazers, shaping the future of education, technology, and societal progress.
Let us carry this brand forward with pride, confidence, and a profound sense of purpose. Together, we illuminate the path to a future where innovation knows no bounds and where the bronze standard of excellence defines who we are and what we stand for.
Pioneering The New Technological Standard — Together, We Define Tomorrow
