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General Description
Policy Provisions
Performance Evaluation
Subject Experts
Cumberland University Graphic Standards Manual

Document Number: PUBRELATIONS--100 Revision #:
Document Owner: Executive VP Date Last Updated: 09/14/2012
Primary Author: Executive Director of Communications Status: Approved
Date Originally Created: 04/16/2012

General Description

Information about graphic standards for the University relative to public relations and communications policy.


Delineation of policy.


All faculty, staff, students, and administrators

Responsibility: Communications and Public Relations

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Relevant Knowledge: In order to comply with this policy you should know:
Current University policy

Terms and Definitions: Additional training

Corrective Action

Loss of privilege, staff

Loss of privilege, student

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Policy Provisions

Cumberland University Graphic Standards

The Cumberland Graphic Identity Standards Manual was created to provide all Cumberland employees and associates with the ability to maintain the college’s visual identity through an easy-to-follow set of guidelines. The success of the Cumberland Graphic Identity depends on the consistent use of these standards by everyone involved in the creation of Cumberland communications. This includes external suppliers such as advertising and design agencies and printers, as well as internal Cumberland communications professionals. The Office of Communications staff will answer any questions related to the system and provide art and production assistance whenever needed.


The Logo

The basis of the Cumberland University Graphic Identity is the logo. The logo is made up of two components; the shield and the wordmark. Within the shield is Memorial Hall’s clock tower. The wordmark consists of two words, “Cumberland” and “University.” “Cumberland University” is part of the preferred logo but in rare instances may be removed. The typeface used for the wordmark has been created using the typeface GillSans. Due to specific letter spacing, do not attempt to recreate the wordmark even if using the correct typeface. To ensure consistency in usage, use the electronic versions available, which can be requested from the Office of Communications.


Cumberland Red and Black

Red and Black are the Cumberland colors. To create consistency, a specific Red has been selected for use as the official Cumberland Red: PMS 202. Since Cumberland Red and Black are an integral part of the Cumberland Graphic Identity it is important to have the logo appear in these colors as often as possible, given the production methods available. When the production method will not permit the use of PMS colors, an allowable alternative has been provided. A process color equivalent has been assigned for the PMS color for use when printing in CMYK (Cyan, Magenta, Yellow and Black, the four

colors used in process printing).




Appropriate Use

On this page, you’ll find the approved vertical format of the Cumberland University logo. The Black and Red, all Red and all Black logos may be used where applicable. When putting the Cumberland University logo on a dark background, an all White version may be substituted.  See figures in attachment.


Inappropriate Use

The Cumberland logo may not be altered for any reason. The development and use of any other logo, mark and/or symbol is prohibited. The Cumberland logo may not be combined with any other feature — including, but not limited to, other logos, words, graphics or symbols. The shape, size or proportions, nor the location of the logo’s elements shall be modified or redrawn in any way. The Cumberland logo should never be printed using any other colors than Cumberland Red, Black or White.  See figures in attachment.


Size and Proportion

To ensure legibility, the Cumberland logo should never be reproduced at sizes smaller than one inch wide. The Cumberland logo’s proportions should never be altered. Do not condense or extend the logo.  See figures in attachment.


Control Area

To be visually effective, the Cumberland logo requires an open area around it. This open area is called “the control area” in this manual. No other visual elements may appear in the control area. The control area is a box of empty space around the logo. The space is determined by a distance from the edges of the logo that is equal to the height (x) of the letter U in the word University. Photographs and illustrations may be used behind the logo, though care should be taken to ensure the logo is free from clutter and is easy to read.  See figures in attachment.



Clarity and readability are key to the overall strength of the Cumberland logo. In situations where the logo is used on a color of similar value to any of the PMS colors, the logo should be reversed (white) from the color or, if there is enough contrast, printed in black.


Do not place the logo on patterned backgrounds that impair the readability of the mark. Colored backgrounds are acceptable. However, it is important to use care in selecting the correct version of the logo to use in these situations.   See figures in attachment.


Alternative Logos

The Cumberland Graphic Identity is flexible. Variations of the logo have been created to fill almost any need.


Alternative 1: horizontal

The Cumberland logo in a horizontal format should be used when visual balance is not obtainable using the standard vertical logo.  See attachment for figures.


Alternative Logos 2

The Cumberland Graphic Identity is flexible. Three variations of the logo have been created to fill almost any need.


Alternative 2: Stand alone shield

The “stand alone” shield is to be used primarily for merchandising purposes such as decals, key chains, t-shirts and other similar paraphernalia. Please consult with the Office of Communications before using this version.


Additional Logos

Cumberland University uses an official seal only on formal documents, such as diplomas and commencement materials. Approval from the Office of Communications is required to use the seal on other materials.


During the Civil War, Union armies occupied the Cumberland campus. Upon leaving, the armies burned University Hall to the ground. A student wrote the Latin word Resurgam (I will rise) on one of the hall’s fallen columns. Shortly thereafter, the phoenix, a mythical bird born out of ashes, was taken on as a symbol of the university.


The phoenix appears in Cumberland’s official seal as well as a version of the athletics logo. The year on the seal, 1842, refers to the year of the University’s founding.


Color Palette

Additional colors have been selected for use with Cumberland Red and Black. This additional color palette is meant to compliment or accent the University’s official colors. Please note that the Cumberland logo should never appear using any color from this additional color palette. CMYK and RGB equivalents have been provided for use when PMS colors are not an option for reproduction.  See attachment for examples.



A consistent approach to typography reinforces the effectiveness of the Cumberland Graphic Identity. With consistent use, these typefaces, also known as fonts, will create a strong and recognizable identity for Cumberland.


To provide flexibility and complement the Cumberland logo, a complete font family has been selected for use in the Cumberland Graphic Identity.


To complement the primary typeface, a secondary typeface may be used. This typeface may be used in body copy, captions, callouts or other various applications to create a visual contrast against the primary typeface.


Stationery Category 1, 2, and 3

Stationery is one of the most visible and prominent representations of Cumberland University. Stationery includes business cards, envelopes and letterhead. Using color, typefaces, type positions, type sizes and margins, a system has been created to unify the stationery needs of multiple departments, organization and divisions at Cumberland.  See attachment for examples.



Within the brand standards for Cumberland University, there is flexibility allowing for diversity among publications and other applications. These collateral pieces demonstrate proper usage of the brand, logo and typography within the brand standards. The colors fall within the approved palette. Even the design of the brochures integrate aspects of the logo, creating continuity and brand equity.


And while each of the pieces are unique, they also work well as a “family” or series of publications. Each piece answers the unique need of the specific department or program represented, while remaining unmistakably “Cumberland” in appearance.


This is achieved by using typography to identify each entity and by using a large photo within the “shield” shape outline.


Although a generic photo is currently shown in the examples to the left, each department would use a photo that contained content or subject matter to visually convey the department’s identity and set it apart from the others.

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Performance Evaluation
Performance Metrics: Compliance with standard policy and procedure

Consequences: Further training
Loss of privileges

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Cumberland University Graphics Standards Manual
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Subject Experts
The following may be consulted for additional information.
Executive Director of Communications

Legal Counsel


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