QUEENS UNIVERSITY OF CHARLOTTE 

BRAND GUIDELINES

VERSION 1.1

UPDATED: 09.11.2023

How to use

this guide.

Welcome to the brand guidelines for Queens University of Charlotte.

This guide is intended for anyone who is using the Queens University brand or managing projects with vendors or partners who will need guidance to ensure a consistent look and feel is applied to all materials reflecting the university.

These standards will be evolving over time as the brand develops but it is best to periodically refer back to them to ensure you are maintaining the integrity of the brand across materials.

The brand has yet to be tested against every single need Queens University will have. Whenever you find yourself addressing a job that you could use more clarity on, please refer to the designated point of contact in this guide for direction about how to best proceed.

Brand introduction

Brand

Positioning

Before any creative was developed for Queens, a brand strategy was first developed to determine how we wanted to best position ourselves in the competitive landscape we find ourselves in across a variety of needs as an institution.

This section outlines the foundational elements of this strategy. Although the language and ideas in the strategy are intended to be an internal guide only and are not intended for outward-facing communication, the ideas from our strategy should inform and guide all strategic communications that flow out of it.

Charlotte’s

University

Queens’ location in Myers Park offers the best of both worlds - a beautiful, traditional college campus steps away from one of America’s fastest growing cities. Queens serves as a direct pipeline to careers in Charlotte, and its student experience comes with built-in networking opportunities.

Limitless

Access

At Queens, student access to career-making experiences are in no short supply. Access to experiential learning opportunities is at the heart of the Queens experience, no matter what type of student you are. And most importantly, unparalleled support by faculty offers students the push they need to make their plans a reality.

Ethos of 

Discovery

Queens’ nimbleness, combined with its liberal arts foundation, fosters an atmosphere of freedom for students and faculty alike. Self-starters are embraced, enthusiastic support is given, and exploration is encouraged. Its unique Gen Ed model encourages students to think critically about some of the world’s biggest problems, beyond the boundaries of what’s expected in a college classroom.

Tone words

Good brands have a personality you get a feel for right away. It doesn’t need to try too hard, but by being consistent with its tone, and how it acts, looks, and sounds it starts to become distinctive and recognizable.

This is not to say our brand’s personality needs to be rigid and one-dimensional. Good brands are just like interesting people. They can be multi-faceted and flexible to adapt to various situations. The Queens brand is no different. The following tone words can be emphasized or dialed back depending on the situation and audience as appropriate.

ESTABLISHING IDEA

Further building off of the brand strategy, we look to develop a theme with the ability to guide our creative direction. Although the following idea write-up is not intended to be used for outward-facing communication, its purpose is to help inspire the creation of those materials.

When Charlotte's workforce needs to be re-skilled for the 21st century. When D1 athletics are on the horizon. When we need to close the digital divide, or we have the opportunity to bring a world-renowned composer-in-residence to our University. When Miss Betty deserves her own marketplace. When the Carolinas demand increased economic mobility for its citizens. When we need to reinvent ourselves. Whenever and however we are called upon, we live by our motto. An ethos which inspires us not to be served, but to serve. 

When called upon, Royals Rise. 

ESTABLISHING ART

Brands are made up of every experience anyone has with Queens University. Everything from how a phone call is received to an interaction with admissions, how we represent ourselves on social media, and in recruitment materials.

The following examples are expressions of the brand’s visual system. They offer the initial look at the range of styles the brand can take on in its needs to adapt to various audiences and help Queens stand out in a crowded, competitive market.

COPY & TONE OF VOICE

Good brands have a distinct voice. The Queens University voice is the outward expression of that personality we begin establishing with the tone words and establishing idea.

With an already bold, audacious strategic positioning to play a leading role in the future of developing Charlotte by graduating prepared citizens, the Queens brand is first and foremost brimming with confidence.

To inject that confidence, we look to write copy that portrays the brand speaking in a self-assured and assertive way while still remaining human, nimble, and self-deprecating at times.

Story Telling

In telling stories, we look to explore relatable aspects to connect with our audience. Notably, we’re often speaking to, and trying to reach a high school-aged young adult who is looking for an honest, fresh take on aspects of their potential education that many schools tend to tell in an expected, stale manner.

When writing to any audience, we look to remind ourselves of the interesting aspects of the story we are telling. Despite knowing the university and its offerings inside and out, we strive to be surprised and write in a way that imbues the story with that enthusiasm and excitement to connect with new audiences who aren’t as familiar with the subject matter as those of us who write about it more often. Allowing ourselves to be excited by the brand and convey the facts, features, and benefits with that feeling helps lead to more compelling copy.

Naming Guidelines

We use the full “Queens University of Charlotte” title in the first written mention of our institution. After that, all further mentions can be shortened to “Queens” or “Queens University” based on stylistic choice.

How to treat “Royals”

We treat the title “Royal” as a proper noun. It is also capitalized as part of the “Royals Rise” rally cry.

Headlines

The main purpose of headlines are to grab someone’s attention and to pull them in to read more about the topic at hand. Defining how to write a headline is a bit like trying to define how to capture someone’s attention. Try to stand out, say something interesting and leave them wanting to find more (without sounding too much like click bait). It’s a fine line, but here are a variety of examples of good headlines and a little description about what makes them work well in the Queens brand.

Headlines should be personable, short, pithy or contain an operable phrasing that can be called out as a punchy portion for the layout.

HEADLINE EXAMPLE 01:

MORE NATIONAL CHAMPIONSHIPS THAN ALL OTHER UNIVERSITIES IN CHARLOTTE—COMBINED.

Sometimes a great headline is simply an interesting fact pointed out in an interesting way or given meaningful, relatable, context. In this case, the context we frame up our number of national titles which really draws a contrast to our geographic competition and helps make a compelling case for why Queens stands out.

HEADLINE EXAMPLE 02:

OUR BREAKFAST PLAN EXTENDS TO MACHU PICCHU.

Juxtaposed pairings, such as this idea that a university meal plan would work so far off campus, allow the brand to talk about conventional offerings in new and unexpected ways to grab attention and stand out. 

Both of these first two examples covered here are also good examples of headlines that use a conventional setup, and then a misdirect closing to make an interesting point.

HEADLINE EXAMPLE 03:

YOU’LL BE INTERNING WHILE STUDENTS AT OTHER SCHOOLS ARE STILL LEARNING HOW TO DO LAUNDRY.

Leading with a fact such as this one about our 100% internship guarantee but shifting gears to contrast that offering with the lack of it creates value in the mind of a prospective student or parent. 

HEADLINE EXAMPLE 04:

ROYALS DON’T JUST REPORT THE NEWS. THEY MAKE IT.

Use of “Royals” in headlines isn’t required but it offers a technique for the brand to personify traits of the collective Queens experience while integrating with the brand’s “Royals Rise” tagline. This headline provides another example where we create interest that leads someone to read about how Royals are making the news.

Body Copy

Whenever writing body copy, it’s important to not take someone reading all or any part of your copy for granted. Always look to pull an interesting aspect of the story up to the opening and write it in a compelling way to string together with a second point.

Sometimes the opening line of body copy provides a link between the hook of the headline and the explanation that comes in the body copy.

Rhythm helps your

reader not tune out.

Generally speaking, your body copy should continue delivering points in a compelling way. To do that, sometimes it helps to break up the rhythm of the copy. Short, punctuated sentences can help do that. Trust us. Along with varying sentence length for rhythm, we should generally look break out of sounding too corporate (or else people will tend to tune out while reading, or stop reading). 

Talk like a person, not

an institution.

Avoid jargon and acronyms whenever possible. Especially when speaking with younger prospective student audiences who most likely don’t know what “ROI” stands for let alone terms like liberal arts.

Break conventions.

Some other ways to break through are to use common, everyday phrases the reader will encounter on social media to speak in a more relatable way, as well as occasionally addressing the reader directly with a related insight.

Length and style depend

on the medium.

Formats and structure of body copy can and should vary depending on the medium, but generally speaking, regardless of medium, we look to hook audiences in with an interesting aspect that they can relate to or are intrigued by before delivering the more informational aspects with our messaging.

Body copy EXAMPLE 01:

Starting in 2025, those same citizens will be able to walk out their respective front doors and connect unimpeded with whatever parts of their city they want to — thanks in part to Queens University Assistant Professor of Art, Music, and Design, Ivan Depeña’s winning bridge design. When the request went out for engineers, architects, and other collaborators to plan and design the project — in true Royal fashion, Professor Depeña rose to the occasion.

Charlotte’s gaining a bridge, but Queens University students are also gaining valuable lessons. “I’ve always had an interest in the intersection of science and art, and I enjoy sharing these educational experiences with my students through visits to locations in Charlotte where they can draw insights and inspiration of their own,” Depeña explained. The $11.5 million project is set to complete in 2025, but the invaluable lessons have already begun to pay off.

When Charlotte calls, Royals Rise.

This story is a great example of how the brand can infuse its sense of purpose, derived from the motto of “Not to be served, but to serve” as part of a narrative about a project. This copy also illustrates how we can naturally weave in “Royals Rise” language throughout a piece naturally.

Body copy EXAMPLE 02:

Although the Queens Chronicle is an award-winning university news publication, how the Knight School of Communication goes about creating content is earning headlines of its own.

To better prepare students for the realities of journalism, in 2021 Queens launched its very own student-run News Service. Now, rather than producing content exclusively for the Chronicle, students produce multimedia stories that are ready to run on the various platforms professional news outlets demand.

In just its first year alone, more than 50 stories were distributed, appearing in more than 70 outlets—helping to fill gaps in news coverage across Charlotte’s top 25 media market. 

Citizens across the Carolinas get better news coverage. Royals get published.

This multi-spread story is a good example of highlighting the most interesting and relevant information early in the story. The fact that incoming students have the opportunity to get real world experience is a great differentiator and one that we wanted to pull up to be more certain it is noticed.

This story is another great expression of the proactive nature of the school motto, “not to be served, but to serve.”

VISUAL DIRECTION

The brand’s collection of colors, fonts, and visual elements establish a system that can be used together to reinforce a recognizable look that will come to be associated with Queens over the coming months and years. 

With consistent use, and adherence to the standards all messaging which comes from Queens will reinforce one another for quicker recognition.

LOGO

The Queens brand has several versions of its logo that will be useful in different cases depending on the available area to work with.

Note on color: The logo should only appear in Queens navy blue, black, or reversed out of a dark background. It can appear on a photograph, but requires enough contrast for legibility. 

Primary Logo (preferred)

The brand’s primary logo should be used whenever possible for the fullest expression of the Queens brand. 

Horizontal Alternative

The brand’s horizontal logo provides an option that can be used when space is limited, for example on a navigation bar of our website. In all cases, it is preferred to use the primary logo whenever possible.

Local Logo

This logo is only used when talking to the local community and alumni who know us well already.

High Visibility Logo (without “University of Charlotte”)

This logo is only used when talking to the local community and alumni who know us well already.

Minimum sizes

If the logo must appear smaller than minimum size, use the small-scale logo.

Logo Misuse

Stretched

Wrong colors

Warped

Rearranged

Wrong Font

Lacking Contrast

Rotating

Busy Backgrounds

COLOR

Color is a key component of any brand. The color system for the Queens brand revolves around the use of its legacy navy, gold, and white colors with two complementary colors introduced to freshen up the system and offer visual interest and variety.

Primary Palette

Usage

Generally speaking, the brand uses its primary navy, gold, and white colors in equal amounts. Oftentimes layouts are balanced by floods of complementary navy and white, gold and white, or gold and navy across used in tandem on opposing sides of a given composition.

Navy and gold are our big floods of color and places we need wider coverage.

White is used to balance out darker floods and for type over other primary palette colors.

Complementary Palette

Tertiary Palette

Usage

The brand’s complementary colors offer a great change of pace for backgrounds, as well as for use masked with typography over our muted color palette.

These colors should be used with discretion in order to avoid overuse of too many floods of bright colors for backdrops.

Note: In placements like this proposed airport campaign, large floods of these colors can be introduced and work well to grab the attention of a more general audience.

When to consider dialing up the usage of complementary colors:

If we are trying to reach out (and stand out) to more youthful audiences and general populations such as the Charlotte community, city businesses, and peer institutions — the complementary colors can help the brand compete against other consumer-facing pieces of communication they’re situated alongside of and competing against for attention.

When to consider dialing down the usage of the complementary palette:

For audiences and situations where it would benefit the brand to be more reserved, we use its energetic, complementary colors more as accents.

Example 1 

Example 2

Here, with this digital execution focused on the topic of the return on investment for a Queens degree, a lighter touch of these colors goes a long way. While still incorporating the brand’s legacy colors, it pulls in the bolder, complementary colors to appeal to a broad audience of Charlotteans.

For this value piece example, we are still using two complementary colors on a single layout but in a more reserved capacity as type over the brand’s more traditional primary colors.

TYPOGRAPHY

A brand’s typefaces are the visual equivalent of its voice. Graphically the typefaces can establish an impression and become a key element in what is recognizable as part of the brand over time. 

The Queens brand has several typefaces for a variety of use cases outlined here.

To obtain any, or all, of these typefaces — or to follow up on their source & licensing information, please visit the links provided in each section below.

Headline Typefaces

Headlines are set in all caps with a flexible grid layout structure that can move around a design to allow attention to be drawn to a focal point of background photography, or to create movement in the design and guide the eye to intended messaging.

GARAJE 0703 BLACK

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890!@?%&

GARAJE 0703 MONO BLACK (for the letter I)

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890!@?%&

STRATOS MEDIUM [ALL CAPS]

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890!@#$?%&

EXAMPLE 1

EXAMPLE 2

Headlines are set in all caps with a flexible grid layout structure that can move around a design to allow attention to be drawn to a focal point of background photography, or to create movement in the design and guide the eye to intended messaging.

When setting headline type, the brand utilizes GARAJE 0703 BLACK as its primary font, with one stylistic exception. For the capital “I” in headlines, we use the Mono-spaced “I” from the Monospaced font to add some character to the characters.

In long headlines, the emphasized portion of the line can be treated as the “headline” while the rest of the statement can be set using Stratos Medium in all caps.

Subheads

Stratos Medium can be used for subheads complementing headlines or, at times, can be used to create headers for longer-form body copy.

STRATOS MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890!@#$?%&

EXAMPLE 1

EXAMPLE 2

Body Copy & Collegiate Callouts

BRIDGE TEXT LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890!@#$?%&

BRIDGE TEXT LIGHT ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890!@#$?%&

The brand’s body copy typeface is Bridge Text Light.

The Italic version of Bridge Text Light offers a good option for captions and other highlighted points as a complement.

EXAMPLE 1

EXAMPLE 2

Default Fonts

When limited to the Microsoft font library, the brand has two default fonts that can be used in place of the primary options. Please note that for headlines, GARAJE does not have a Microsoft default font and custom type treatments should not be used unless GARAJE is available. 

Usage

The brand's default fonts should only be used when absolutely necessary. Generally speaking, that will be whenever the use of Microsoft software necessitates their use such as creating a presentation in PowerPoint, an email in Outlook, or a document in Word. 

Default Subhead font

Default body copy font

Accent Type

For accent elements in layouts such as folios, page numbers, etc, we use Garaje Mono 0504.

GARAJE 0504 BLACK MONO

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890!@?%&

Custom Type Treatments

Along with the brand’s headline typeface, unique letter forms provide an added creative touch to help the brand stand out with custom headlines. These forms should be used sparingly and only at the beginning of a word. Do not mix different styles - only one should be used in a headline.

There are four pre-selected type options to choose letters from to manually insert within headlines.

Reach out to Marketing and Communications if you'd like to use the custom type libraries.

SCRIPT STYLE

SCIENTIFIC STYLE

EIGHT BIT STYLE

SPORTY STYLE

example 1 | HEADLINES

Example 2 | DROP CAPS

The custom letterforms should be pulled from no more than two letterform libraries in one headline at a time.

Occasionally, we start longer-form copy with a drop cap stylistic element using the brand’s various custom letterform libraries.

Which Custom Type Should I Use?

Depending on the audience you are designing for, a judgment call will need to be made as it relates to the custom type headlines. The Sporty Striped type tends to work well for pieces detailing athletic accomplishments, the Eight Bit type tends to work well for technology, innovation, and digital topics. The Script type library tends to work well for more mature audiences and topics. For example, when speaking to alumni or about the legacy of Queens or a specific program the Script collection is a good option. The Scientific type collection is a little more general in its application and can be used across a wide range of topics.

Campaign Identity

When the “Royals Rise” rally cry appears in layouts as a designed element, it is often locked up within the brand’s Prism shape. This shape contains the rally cry with an opposing corner orientation that stands out to the eye. This design element can and should vary in scale across layouts.

The prism shape was designed to house the rally cry, but it can also be used as a reinforcing design element independent of the rally cry (as noted below).

Royals rise lockup

royals rise prism icon

Graphic Elements

The Queens brand is made up of a number of elements that can be used in conjunction to form compositions that are inherently Queens pieces of communication.

The following section breaks out those elements individually with a little supporting description about how each is intended to be used and what inspired its inclusion.

Prism shape

The brand’s prism shape provides a flexible graphic element that can be used to frame layouts and compositions working as a container for copy or by masking photography.

Gradients

Gradients are a part of the Queens brand and graphically represent rising and transitions in action. There are a number of color combinations that together, form the approved gradient options for branded materials.

The brand’s gradient library can be used in a variety of ways. From background bands for layouts, as a masked color for subhead copy and small called out portions of paragraphs and copy. 

Note: The brand’s gradients have a subtle grain design element added to smooth the transition from color to color. This detail is preloaded in the approved gradient digital assets.

Collegiate Shapes

This collection of shapes provide facts and short callouts a useful container to sit within when  declaring facts or superlatives about Queens or Charlotte.

Note: These shapes can also be used to border the university logo for an added distinguished flourish. They can be used at larger scaled sizes to hold subheads.

Grain

The brand’s subtle grain texture can be used to help blend gradients and integrate them with photography on their respective layouts. As part of the brand’s duotone photographic treatment, the grain texture can be applied to help smooth out and integrate photo assets that vary in their quality so they look and appear more consistent when used alongside one another.

Illustration Library

The Queens University illustration library is a great asset to use on consumer-facing advertisements such as billboards, and other Charlotte media buys targeting a wider audience. When we’re speaking to the wider audience of the city of Charlotte, seeking to influence peer groups, or looking to make an impression within the business community, the illustration style adds another element to the branding that helps us stand out.

The overall geometry and gradient in the illustration style are based on other aspects of the brand so they feel integrated while complementing the existing system.

Infographics

When detailing more specific or complex information and statistics, the brand’s infographics style is helpful. We utilize large numbers or other short, key portions of the fact we are highlighting to be our large copy, with supporting copy located above and below as needed.

example 1

example 2

Monoline frames that form the collegiate shapes can also be useful for calling out any infographics or statistics we want to draw attention to.

Stylistically, we can bring in elements derived from our custom type libraries. For example, we can bring in our eight-bit style, Royal flourishes, and script font styles, to give these pieces of information a little added character. Gradients can be applied to infographics for added visual interest.

PHOTOGRAPHY

Photo direction helps establish the brand’s tone, enhance our appearance, and, when shot with a consistent art direction, it can provide a level of professionalism and contribute to that  recognizability of Queens-branded pieces of communication. 

Similar to writing and layout, the brand’s tone can help inform how we want to shoot subjects and situations to work in tandem with the rest of the brand’s elements.

Lighting

We want our subjects to appear as natural as possible, so whenever we can, we look to shoot with natural light and support that with any secondary lighting or diffusers to provide a balanced look (avoiding harsh shadows). 

Capturing Featured Subjects & Scenes

For featured scenes, we look to have people posed in action related to the subject of the given story. Multiple people can be shown engaged in conversation around an object or focal point of the story. In-action scenes can be shot from a perspective that is on the level of the action, potentially immersing ourselves into the scene with foreground elements out of focus, to make it seem as if we are in the scene with our subjects to convey how approachable our community is.

Photograph

Categories

Portraiture

Portraiture should be shot in-environment with a personal touch whenever possible. We strive to create an environment when shooting that allows our subjects to feel comfortable so they appear unguarded and relaxed. We seek to capture genuine, camera aware poses, shot in a natural environment where their work would be found to show elements of the subject’s pursuits and interests.

Groups

When shooting groups, just as we do with portraits, our photographic style should always strive to look as natural and authentic to real life as possible.

In-Action

When shooting subjects in motion, whether they’re studying, researching, or competing athletically — we seek to show them in as natural a situation as possible. With their movements as natural as they would be in a real situation, eyes focused on the task at hand.

Even if we do stage the scene and light it, we attempt to make the motions as realistic as possible so we shoot at a higher shutter speed and look to pull the best frame from burst sequences for larger movements.

Locations & Settings

Settings and locations related to a given story or subject can provide a great backdrop or featured photograph. Shots classrooms, wider shots of campus locations, and shots of Charlotte itself are all good examples of locations that could help round out stories.

Detail Photography

Another textural element that can be introduced to branded materials are close-up detail shots of things related to the story at hand. Examples include a close up of lab equipment, or a screen print for an art studio, or the fabric and stitching on an athletic uniform.

Duotone Treatment

Photos can be treated with a duotone overlay using combinations of the brand’s complementary and primary colors. This can be a great option for adding some contextual photography to the story and unifying otherwise disparate photographic assets.

Note: The brand’s duotone treatment also utilizes a subtle grain layer added to unify the photo asset’s quality

PRE-MADE TEMPLATES

In order to help make the use and implementation of the new Queens brand as seamless and consistent as possible, the following ready-made presentation template has been prepared. More design templates and business essentials can be found on the Marketing & Communications SharePoint page.

Presentation Template

LAYOUTS:

BRINGING IT ALL TOGETHER

Independently, the brand elements are just that, elements. When brought together in various combinations as compositions, they make the Queens brand visual system. This section explores some of the potential layout concepts to consider when designing.

Diptych layouts

The brand utilizes split layouts that allow for full photos to take up half or major parts of a layout alongside color fields that serve as backdrops for headlines and longer-form body copy.

Note: The duotone treatment also utilizes a subtle grain layer added to unify the photo asset’s quality.

example 1

example 2

Range of tone

As discussed earlier on in the tone section, any brand, much like any person, has various personality traits and should be flexible enough to adapt to different situations to suit a variety of mediums, messages, and audiences. The following examples demonstrate a range of options for how the brand can dial its tone up and down to meet the varied needs we will be addressing.

Example 1

These LinkedIn ads demonstrate how the brand’s type treatment should be more reserved and simple over photographic backdrops or Grad school audiences.

Note: We purposefully avoid using the custom letterform/type treatments for this placement to simplify and mature the brand’s presentation.

Example 2

Here, we use a combination of the brand’s custom type headline treatment on an opening spread, and then an example of a masked gradient subhead to energize layouts and call key facts out and pull a potential young reader into a longer form story.

Example 3

Here, we use a combination of gradient and type to energize layouts and call key facts out and pull a potential young reader into a longer form story.

Note: When the brand features the illustration style it does not use the custom headline treatment. These options are not intended to be used in tandem in a single layout.

QUESTIONS

Congratulations, you made it all the way through the brand guidelines. You are now considered a certified brand expert for advising and creating communications materials for Queens University.

Since this is only volume one of the guidelines, there are certain to be questions and needs the brand has to address. If you should find yourself in a situation where you’re uncertain about a decision or you need to make materials that feel like uncharted territory we have designated a single point of contact to help advise on how to best navigate your situation.