Antioch University

LET’S NOT BE ANYONE ELSE

Don’t change a single thing.

This is probably the only time we’ll ever promote the status quo as an absolute. But this brand system is intentionally designed to create the Antioch brand image; solidify our identity; differentiate us from the crowd; and unite us in positive action.  So yes, we will help you change everything that needs changing – but not until after clarifying a few specifics.

Follow our lead.

In this system we’ll cover the  elements you need to make all our communications consistent: logo, color, composition, iconography, photography, tone of voice, and typography. So whenever you create, publish, represent or partner with Antioch in the world – we will be identified, as one Antioch.

The Antioch Brand Story

We are Antioch.

We’ve been at the forefront of social justice, inclusion, and equality since 1852 – regardless of ethnicity, gender, creed, location, orientation, focus of study, or ability.

“If you know, you know.”

Educating to fuel positive, progressive change in the world.

Here,  we teach you to engage with the complex, interconnected systems that comprise our world – in order to challenge the status quo and advance social, environmental, and economic justice.

“Doing nothing is NOT an option.”

Win one for humanity.

Let’s be the ones with the answers; who do the right things; who promote innovation; who make lives better while also living more rewarding lives of purpose ourselves.

With your help, we can score another point on the side of a more just, righteous and equal society.

Refreshing Ideas

In the immortal words of Mann

Our first president – politician, abolitionist, and education reformer Horace Mann – used antiquated language – to promote timeless truths. When in doubt about our bold new brand voice, update a Mann quote that applies into modern, actionable terms.

SYSTEM ELEMENTS

One brand. One voice.
Many solutions.

Unity. It’s what gives us power and a voice. Here, we outline the visual cues, language and symbols that bring the varied and historically rich Antioch story into sharp, current focus for the outside (and inside) world.

Table of Contents
BRAND VOICE
Communication is the root of all change, and the core of what we teach.

Engineered to act as a general umbrella to unite departments, personalities and programs this tone expresses our essence. Who we are. What we stand for. These words  generate the reaction, “that sounds like Antioch talking.” And they let us become represent in the world as a force for global, positive change.  

BRAND VOICE - Tagline

WIN ONE FOR
HUMANITY

That’s our tagline. 

It’s our history. It’s your future.

It’s a call to create positive change in the world by example, breakthrough, innovation, exploration, unification, communication and whatever else your chosen discipline(s) uses to improve our universal human experience.

To advance social, racial, environmental, and economic justice. To live a more fulfilling, meaningful life.

To matter.

 
BRAND VOICE - Core Language

Practicing what we teach.

Communication. It’s what we teach as the pathway to all change. It is our core competency. Let’s use it well to stand out from the rest of the world. Let’s be clear. Be brief. Acknowledge differences. Respect individuality. Avoid flourishes and adverbs. Let’s lay it on the line. Encourage specific action. Break the complex into digestible bites. Demonstrate versus describe. If it can be said in five words, cut the rest.

Use short, actionable language of positive change to represent Antioch.

Inclusion

This is an essential value at Antioch – even in language. Avoid jargon. Think in terms of all possible listeners. Be audience aware. Celebrate differences. Acknowledge issues. Consider translations. Unite instead of separate. Imagine what a better world would sound like, and meet it there.

Connection

Change never happens alone. Our emphasis is on personal empowerment with support. Individual goals partner with universal goals. Every emphatic phrase or challenge is a call to join in common positive action. Unity based, but self-directed. What you do matters – beyond you.

BRAND VOICE - Supporting Language

Think well, act well – speak well.

Positivity

Be the answer. Use immediacy and urgency. But never negativity or fear. Draw-in versus pushing out. Support understanding. Be “for” not against. Let’s talk about solutions versus problems. Think YES to get around NO. 

Simplicity

Cut to the chase. Make one point at a time. Direct to additional information. Answer the question. Create digestible pieces of information. Refer to authority but be open to debate. Reconsider adverbs and flourishes. Be real, not lofty. Cite examples. Employ action verbs.

Consistency

Sticking to these rules makes us recognizable. Be calm, positive, brief and inclusive in communications with solution-focused language. Rise above the fray. State truths. If it feels inspirational toward taking action, it’s probably right. Let our words be as identifiable as our logo.

 
LOGO

Our logo is fundamental
to our image.

It is our brand’s face in the world and the most recognizable element of our identity system. Maintaining consistent usage and finite details from color to size and spatial orientation is critical to our success.

Use this system to ensure you’re helping promote our identity and our impact.

LOGO - Primary

(Must be logged in through your antioch.edu email address.)

LOGO - with Location

(Must be logged in through your antioch.edu email address.)

LOGO - Usage
COLOR PALETTE

Colors that share our optimism.

Our color palette consists of eight fresh, uplifting, vibrant colors. These colors must be adhered to exactly to help build and maintain Antioch messaging.

COLOR PALETTE - Primary Colors

PMS
546 C

#072B31

PMS
7723 C

#50A684

COLOR PALETTE - Secondary Colors

PMS
715C

#F68D2E

PMS
7442 C

#963CBD

PMS
429 C

#A3AAAD

PMS
2452 C

#C3366F

PMS
297 C

#71C5E8

PMS
2298 C

#B7DB57

TYPOGRAPHY

Typography that
is universal.

Our typography has an attitude and tone. It is universal, friendly and easy to use. Consistent usage across all applications not only makes everything easy to produce but ties it all together under the Antioch brand as highly recognizable.

We have selected typefaces that are designed for the digital dissemination, and are universally available. 

TYPOGRAPHY - The Fonts

ASAP Condensed

ASAP Condensed was chosen is friendly and approachable in nature. It’s soft rounded edges allow us to be bold without shouting. It should be used for headlines.

ASAP Condensed Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

ASAP Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

Source Sans Pro

Source Sans Pro pairs nicely with the ASAP family of fonts and should be used mainly for body copy.

Source Sans Pro

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

Source Sans Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

Source Sans Pro Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

Source Sans Pro Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

Source Serif Pro

Sometimes you just need a serif. For letters, and official university communications Source Serif Pro should be used.

Source Serif Pro

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

Source Serif Pro Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890