Communications Standards Guide for Print and Web

In order to develop a common identity for Amarillo College, a Communications Standards Guide was developed by an outside consultant. This is intended to help all of us who, in one way or another, market the College to the community. Communication is part art, be it visual or verbal in nature, and as such is subjective. Each program, service and event offered by Amarillo College warrants individual attention but the identity and integrity of the institution must be maintained in doing so. AC as an acronym may not be known to external audiences, especially as the College becomes more involved in distance learning. (i.e. AC in and of itself is meaningless to an uninformed audience.) AC as an acronym is well-known among internal audiences (students, staff).

The Logo: Objectives

Visually unite the diversity of individuals and resources at Amarillo College with one common look.
Establish a fundamental set of rules that will be used to create Amarillo College’s unique visual style and personality in a distinctive and proprietary form.
Communicate a clear and recognizable image—in virtually every graphic expression—by promoting a consistent look.

The Logo: Integrity

The bug—the AC graphic—should appear in all visual forms of communication. This primary mark may be used alone, but may not be distorted or manipulated in any way.

The preferred usage is for the bug to appear with the name “Amarillo College.” When used as such, the name should appear below the graphic. A 1 pt. line separates the bug from the name. To keep everything in proportion, the word "College" should be the same width as the bug. The secondary mark should always appear in Arial Bold, upper and lower case (Helvetica Bold may be used as a substitute font.) Neither the individual components nor their relationship to one another may be modified.

The Logo: Size and Proportion

The complete logo must never be reproduced smaller than 3/8” from top to bottom. If a smaller size is required, either the bug or the name may be used independently. When the name appears alone in the smaller size, it should be set in Arial Bold (Helvetica Bold) exactly as it appears in the logo, upper and lower case and no smaller than 8 pt.

Used independently:

The Logo: Clear Space

To effectively maximize the design of the AC Logo, a proportional amount of clear space is required. The minimum amount of clear space should be equal to approximately ½ of the logo height.

The Logo: Color & Typefaces

Color: The primary symbol and secondary mark/name appear in PMS Reflex Blue and the line in black on a white or light colored background (when applicable). One color or black only can also be used respectively on a white or light colored background. On a dark colored background, all elements should be reversed out.

Typefaces: Arial (Helvetica) should be considered as the primary typeface with regard to most print and electronic media when applicable. Not only is its readability and versatility appealing, but it also helps to solve the growing need to be able to share and read digital media on both PC and Mac platforms. This is not to say that all creative freedom is tossed out the window. Realizing that composition and layout can be very subjective, one should consider—from an aesthetic point of view—any secondary or display typeface that is going to complement the design.

Applications: Division, Department and Program Names

Because of the diversity of the College, the positioning of division, department and program names in relationship to the logo is helpful in quick identification as well as maintaining a common look. The same guidelines apply regarding clear space as before.

The College Seal

The Amarillo College seal is the most sacred of all AC symbols. Its use is restricted to formal applications, such as official documents, diplomas, certificates, flags and ceremonial materials. The seal is primarily reserved for use by the President's Office and Board of Regents.

The seal should never be used in such a way that it gives the impression that it is the seal of any division, department or entity within the College. It may not be distorted or altered in any way.

The Badger

The official badger image was adopted in the early days of athletics at Amarillo College. Even though there are no collegiate sports played at AC anymore, the image of the badger (named Billy) remained unchanged until recently, when an artist was hired to update them. The badger may not be altered in any way, including the use of additional clothing and/or props.