Carroll Style Guide

Download the Carroll College Brand Book

Carroll’s visual identity supports the Carroll image and messaging through consistent, professional, and engaging communications that are readily recognized as Carroll products, impress quality and competence, and embody Carroll values. The appropriate use of logos, colors, fonts and motto establishes our visual identity and enhances the effectiveness the message. Adhering to quality design standards and thoughtful graphic and photo use strengthens public and private perception of Carroll as a high-quality institution. All communications, whether print or electronic, should be readily recognized as a product of Carroll and should impart the Carroll messages defined in the previous section.

Colors

All primary and sub-brand marks may only be displayed in one of three colors: white, black or Pantone 2695 C. Carroll's secondary accent color is Carroll Gold.

Athletic marks may only be displayed in one of four colors: white, black, Pantone 2685 and Pantone 7502. Acceptable combinations may be found in the Athletic Style Guide.

Fonts

Along with logos and colors, we employ specific fonts to create easily recognized communications. Carroll’s primary serif font is Palatino and primary san serif font is Helvetica. 

Fonts used for the Moments Make Us enrollment campaign and for Carroll Athletics branding may only be used by special permission from the Marketing and Communications office.

Motto

Non scholae, sed vitae—Not for school, but for life.

The college motto, in Latin, is “Non scholae, sed vitae.” We translate this into English as “Not for school, but for life.” Always use the entire motto, in either language, and the capitalization and punctuation as noted. When giving both the Latin and English versions of the motto, use the following format: “Non scholae, sed vitae—Not for school, but for life.” Note that the dash after “vitae” is an em dash with no space on either side of the dash.

Photographs

Choose photographs for your Carroll communications that enforce the themes outlined in the Understanding the Brand section of this guide.

Photos of Carroll students, faculty, and staff; academic, student life and athletic activities; campus beauty; and campus events may be found on the Marketing Google drive.

Good Advice:

• In general, avoid photos that show people from behind or people eating or drinking and photos with poor lighting. Seek active and spontaneous rather than posed shots. Do not use stock photography.
• Always choose a version of a photo or graphic that is of high enough resolution for your chosen publishing medium. For clear viewing, printed material may require up to 300 dpi at full size, and web materials require 72 ppi at full size.
• If you use photos other than those published for use on the Marketing Google drive, you must acquire necessary photographer and model permissions before publishing photographs. Conform to Carroll photography policies and obey intellectual property laws. The Marketing and Communications Office has a library of high-quality photographs available for your use.

Resources

Find more resources in our brand book.

Logo Use Guidelines

The Carroll logos play an important role in the college's marketing and public relations. The logos identify a communication, item or service as a product of Carroll College. To achieve this goal, logos must be used regularly on institutional products and messaging. In order that viewers may easily identify Carroll products and messaging, each time a logo is published it must look the same.

Quality design standards must be applied when placing logos. Standards created to achieve this end are outlined below. To maintain the integrity and recognition of the Carroll brand, Carroll College marks may not be altered in any way. To maintain the integrity and recognition of the Carroll brand, creating new marks is prohibited without prior approval from the Integrated Marketing Committee. Please contact the Marketing and Communications office if you need assistance with a brand extension design.

Faculty, staff and students may use the following Carroll College marks in the ordinary course of business for official college activities as outlined next to each mark. If you are purchasing promotional items with these marks, please review the Promotional Items information. Acceptable color combinations and fonts for these marks are outlined in the Carroll College Visual Identity Guide and all electronic resources and files may be found on the Marketing Resources Google drive.

The Carroll logos play an important role in the college's marketing and public relations. The logos identify a communication, item or service as a product of Carroll College. To achieve this goal, logos must be used regularly on institutional products and messaging. In order that viewers may easily identify Carroll products and messaging, each time a logo is published it must look the same.

Quality design standards must be applied when placing logos. Standards created to achieve this end are outlined below. To maintain the integrity and recognition of the Carroll brand, Carroll College marks may not be altered in any way. To maintain the integrity and recognition of the Carroll brand, creating new marks is prohibited without prior approval from the Integrated Marketing Committee. Please contact the Marketing and Communications office if you need assistance with a brand extension design.

Faculty, staff and students may use the following Carroll College marks in the ordinary course of business for official college activities as outlined next to each mark. If you are purchasing promotional items with these marks, please review the Promotional Items information. Acceptable color combinations and fonts for these marks are outlined in the Carroll College Visual Identity Guide and all electronic resources and files may be found on the Marketing Resources Google drive.

Primary Wordmark, Vertical    
The Carroll College wordmark and shield is the primary brand logo for the college and is to be used for all academic and administrative purposes. It is the preferred option in most cases. The primary logo may be used on stationary, fax cover sheets, event posters, advertisements, newsletters, brochures, social media, etc.

Primary Wordmark, Horizontal    
The Carroll College wordmark and shield may be used in this form when horizontal space is required.

Primary Wordmark with Motto    
The Carroll College wordmark in either the horizontal or vertical layout may be used when the school motto is to be included. It is preferred to use the English translation of the motto rather than the Latin–Non Scholae sed Vitae.

Brand Extensions    
Brand extension logos are available for all academic departments, programs, student clubs, and administrative offices. These must include the primary wordmark and the name of the department or program below. Contact the Marketing and Communications Office for help creating a brand extension for your department, program, or office.

Carroll Shield    
The Carroll shield, both with and without the Carroll wordmark, may be used instead of the primary wordmark on apparel and promotional items when the primary wordmark cannot be accurately produced. The shield may not be used in official documents or publications representing the college. If this is used on apparel, the name of the department, program or office must be separate from the mark unless approved by the Marketing and Communications office.

Carroll Seal    
Use of the Carroll College seal is limited to specific formal and official communications from the Office of the President, the Office of Admission, and the Office of the Registrar. Examples include letters of acceptance to the college or diplomas. All other uses of this mark is prohibited.

Anthrozoology   
To illustrate the study of anthrozoology (ANZ), a specific logo was created when the program was instituted in 2001. The ANZ logo was updated in 2013 to its current version.

FLEX Theatre     
To provide branding for Carroll’s new theatre in the Campus Center and create awareness of theatre productions within the local community, a sub-brand was created in 2017.

CAMP – Carroll Adventure and Mountaineering Program     
The CAMP logo was created in 2007 to brand the program. The bike chain circle and the fly fishing rod, ski pole and ice pick represent various outdoor activities for students.

The C-Halo    
The C-Halo logo is used primarily for athletics. The C-Halo may also be used as a decorative graphic or for promotional purposes. It may not be used as an identifier or logo for any specific program other than athletics. Prior approval from the Athletic Department must be granted for use outside of athletics.

All academic-related and non-student activity college events must use the primary brand marks (or appropriate extension or sub-brand) for identification and promotion. 

Athletic Brand Extensions    
These include any combination of the approved marks as listed in the Athletic Style Guide. The main elements of the extension are shown below. 

These marks are used exclusively by Carroll’s Athletic programs for the promotion of athletic programs, for athletic media use, and the sale of promotional items through the Marketing office or The Saints Shoppe, Carroll’s bookstore.

The Athletic Style Guide includes all approved color combinations of the marks.

Questions? Jeff Wald in the Marketing and Communications office.

Carroll College's athletic marks were carefully crafted to create a sharp new image while incorporating the history and tradition that has made us all Fighting Saints. They represent a growing athletic community and the championship atmosphere in which it thrives. Whenever using Carroll's athletic marks, it is important to reference the Athletic Brand Standards Manual (here in pdf format) to ensure you are using the marks correctly in all applications.

The Athletic Brand Standards Manual includes all approved fonts and colors and color combinations of the marks. Contact Marketing and Communications for access to approved athlitic fonts.

If you are creating any type of promotional items using these marks, even for the college, you must comply with Carroll's licensing agreement. See the promotional items category below.

Carroll College's licensing program is administered by Learfield Licensing. If you are using the Carroll College name or a Carroll College mark on promotional items such as apparel or pens, even if it is for internal use only, the company producing the product must be a licensed vendor through Learfield Licensing. If the product is for internal use only, the vendor will be granted a restricted license and will not be required to pay a licensing fee. For policies related to the use of Carroll logos for external purposes, please refer to the Carroll licensing program, administered by Strategic Marketing Affiliates (SMA). Download the Carroll's logo licensing information or go to learfieldlicensing.com. 

The resources found here are available for Carroll College employees and only employees may access the files on the Marketing Resource Google Drive. If you are in need of marketing resources not found here, please contact the Marketing & Communications office.

Stationery

College stationery may be obtained in the Copy Center located in St. Charles Hall. Digital versions of letterhead in Word format may be downloaded from the Marketing Resource Google Drive.

Zoom Virtual Backgrounds

Use an official Carroll College Zoom virtual background for your next online meeting! Both mirrored and non-mirrored are available. All images are in a 16x9 format (1920px by 1080px).

Presentation Templates

PowerPoint templates designed specifically for Carroll use may be downloaded from the Marketing Resource Google Drive.

Creating Content: Telling the Carroll Story

Whenever you need to describe Carroll College, you may find the mission, history, descriptions and distinctions of the college useful. Check these pages for resources: About Carroll, Mission, History, Distinctions. If you are describing a specific academic program, the best place to find descriptive text and program outcomes are on the academic program web page.

Before creating content for the Carroll website, please refer to the Web Content Guide for best practices and assistance. 

Use the following at the end of a press release or when needing to provide a quick reference about Carroll College:

Carroll College is a private, Catholic, liberal arts and pre-professional college in Montana's capital city of Helena. Carroll College has earned top national and regional awards for its academic programs, professors and extraordinary tuition value. For six years in a row, Carroll has been ranked as the number one regional college in the West by U.S. News & World Report. www.carroll.edu since 2012.

Photography

Photos of Carroll students, faculty, staff, academic, student life and athletic activities, campus beauty and campus events may be found on the Marketing Resource Google drive.