National Louis University Brand Guidelines

Every piece of marketing-from a flyer seen by a few individuals to an advertising campaign seen by thousands--must adhere to these National Louis University Brand guidelines. Please ensure that all marketing assets are approved through proper channels, and don’t be afraid to ask questions if you’re unsure whether something is appropriate for the brand.

Brand Guidelines • September 2024

Introduction Strategic Brand Identity BACKGROUND & STRATEGY 3 – 13 4 – 6 7 – 13

14 – 47 15 – 26 33 – 39 40 – 51 52 – 53

VISUAL ELEMENTS Logo Use Typography & Color Photography Graphics & Templates

TABLE OF CONTENTS

54 – 62

MESSAGING

63 – 69

APPLYING THE BRAND

CONTACT

BACKGROUND & STRATEGY 01-

Introduction

National Louis University

Background & Strategy

A strong brand allows NLU to attract more students and partners in education, which in turn allows us to help more individuals reach their potential. That’s why we’re here.

The goal of this document is to equip you to develop marketing content that’s true to NLU as an institution. You’ll find design and copywriting resources, as well as the strategic context for nuances of the brand. The higher education landscape is dense with options, and only by amplifying our message with consistency and confidence can we win the attention of prospective students. When we all come from the same point of view, it becomes impossible to ignore. Ours is a point of view worth sharing.

Introduction

Official Governance

National Louis University

Background & Strategy

OFFICIAL GOVERNANCE Every piece of marketing—from a flyer seen by a few individuals to an advertising campaign seen by thousands—must adhere to these guidelines. Please ensure that all marketing assets are approved through proper channels, and don’t be afraid to ask questions if you’re unsure whether something is appropriate for the brand.

For more information, contact Maggie McNamara, Director of Brand Marketing, at mmcnamara8@nl.edu.

Introduction

Audience Personas

National Louis University

Background & Strategy

UNDERGRADUATE COLLEGE First-Time Freshman V1 First-Time Freshman V2 Community College Transfer Degree Completer

ACCELERATE U

SCHOOL OF PSYCHOLOGY AND BEHAVIORAL SCIENCES

CCNA Medical Assistant RBT

Counseling Ph.D. Counseling Master’s Psych Master’s ABA

Audience Personas

We pride ourselves on offering programs to a diverse range of audiences, from teenage first-time freshmen to older adults seeking advanced degrees. Click any of the “personas” listed here to download an in-depth profile with critical insights into the audience.

PsyD V1 PsyD V2

Baking & Pastry Baking & Pastry (Cert.) Culinary Arts Culinary Arts (Cert.) Hospitality Management KENDALL COLLEGE

SCHOOL OF BUSINESS AND LEADERSHIP

General Grad

NATIONAL COLLEGE OF EDUCATION

Education Leadership Higher Education Ph.D. MED MAT Strategic Education

INTERNATIONAL Graduate DBA Undergraduate

NURSING B.S. Nursing

STRATEGIC BRAND IDENTITY

Strategic Brand Identity

Strategic Framework

National Louis University

Background & Strategy

To foster an inclusive, innovative community through educational opportunities that inspire and empower all learners as they prepare for and advance in meaningful lives and productive careers. UNIVERSITY MISSION STATEMENT

Every individual deserves an education that helps them reach their full potential. FOUNDATIONAL BELIEF

To provide life-changing educational opportunities. PURPOSE

To people who seek educational practicality at every stage of their journey, NLU is the career-focused higher education--in Illinois, in Florida and online everywhere--that is shaped entirely around the needs of today’s learners. POSITIONING

Earnest. Welcoming. Proudly Untraditional. PERSONALITY

Exclusive, Cookie-Cutter, One-Size-Fits-All Education. ENEMY

VALUES AND BRAND BEHAVIORS

Improves learning outcomes, breaks down barriers and customizes support Always saves a seat for anyone trying to better themselves Commitment to education that develops leaders and transforms lives Provides space where all feel welcome

Innovation Access Excellence Equity

Unconventional, underestimated and unconditionally determined learners. AFFILIATION

Strategic Brand Identity

Our Mission & Belief

National Louis University

Background & Strategy

OUR MISSION To foster an inclusive, innovative community through educational opportunities that inspire and empower all learners as they prepare for and advance in meaningful lives and productive careers.

The operative word is “all,” as in “all learners.” Because we believe that everyone deserves to give their career dreams a fair chance, our mission is to do everything in our power to make that possible. That means creating a space where every student feels welcome to listen, to learn and to grow. Without people who believe in it, a mission is just empty words. But, as a member of the NLU community, you embody this mission every day and bring our brand to life.

We believe that every person who doesn’t achieve a higher education—whether it’s because they can’t afford it, they’re too busy or they worry that they’re not the “right kind of person for a college degree”—is missing an opportunity. Education can be the difference between a job that just pays the bills and a career that elevates not only an individual but their entire community as well. We believe that everyone deserves a place where that opportunity can be fulfilled.

OUR BELIEF Every individual deserves an education that helps them reach their full potential.

Strategic Brand Identity

Our Purpose & Positioning

National Louis University

Background & Strategy

OUR PURPOSE To provide life-changing educational opportunities.

Our purpose is to give every individual an opportunity to elevate themselves. We don’t just want our students to leave with a new degree or certificate. We want them to leave with a new outlook on what they’re capable of.

There will always be other career-focused schools that speak to students who are motivated to transform their lives, but NLU is unique in our commitment to meeting each individual’s needs. Our ability to be flexible and personal is special. It’s important that we consistently reinforce this advantage throughout all of NLU. Each program has specific strengths, but this positioning is true of them all.

OUR POSITIONING To people who seek educational practicality at every stage of their journey, NLU is the career- focused higher education--in Illinois, in Florida and online everywhere--that is shaped entirely around the needs of today’s learners.

Strategic Brand Identity

Our Personality & Enemy

National Louis University

Background & Strategy

OUR PERSONALITY

OUR ENEMY

Earnest. Welcoming. Proudly Untraditional.

Exclusive, Cookie-Cutter, One-Size-Fits-All Education.

When our potential students picture NLU, we want them to think of us as proud, positive and unafraid to rock the boat. You can help by creating a space where these traits can thrive. Of course, embodying these traits yourself is the most direct way to foster them.

So much higher education hinges on the idea that students who don’t fit a certain mold don’t belong at universities. That’s what we’re up against—deeply ingrained cultural and historical perceptions of who deserves a college degree and what a college-educated person looks like. We’ll go to the mat to change those outdated standards for the better and prove that inclusivity leads to better learning.

Strategic Brand Identity

Our Core Values & Brand Behaviors

National Louis University

Background & Strategy

OUR VALUES

OUR BRAND BEHAVIORS

Improves learning outcomes, breaks down barriers and customizes support

INNOVATION

Always saves a seat for anyone trying to better themselves

ACCESS

Commitment to education that develops leaders and transforms lives

EXCELLENCE

Provides space where all feel welcome

EQUITY

Strategic Brand Identity

Our Affiliation

National Louis University

Background & Strategy

OUR AFFILIATION

Unconventional, underestimated and unconditionally determined learners.

Our students come from diverse backgrounds, but they share a drive to improve themselves. These are not people who enroll in college because “it’s just what you do after high school.” They’re determined to realize their dreams, and we’re determined to help them do it. That indomitable spirit is the lifeblood that courses through NLU.

VISUAL ELEMENTS 02-

LOGO USE

National Louis University

Logo Use

Primary Logo, Overview

Visual Elements

Our Primary Logo

The NLU symbol is joined with a distinctive typographic rendering of our name to form our standard signature. The relationships and proportions of all the elements in the signature have been carefully crafted for maximum visual impact and readability. DO NOT alter any of the components from the supplied reproduction art. Digital art files for the complete set of approved logos are available for use. Contact NLU’s Marketing Department to obtain these files.

Standard Logo The standard logo should be used whenever possible, such as on flyers, social media graphics, advertisements, etc.

National Louis University

Logo Use

Primary Logo, Clear Space

Visual Elements

Clear Space

The NLU signature should always have a “clear space” around it with no other graphic elements, type or surface area edges encroaching or residing within this clear space. This ensures the maximum visibility and legibility of the signature. The MINIMUM clear space is calculated by using the “N” height in NATIONAL as shown here. This same clear space should also apply to school-specific logos.

Logo Use

Primary Logo, Approved Versions

National Louis University

Visual Elements

Reversed (White)

A reversed version of the standard logo should be used on dark colored images or backgrounds.

Formal Signature Logo The formal logo should only be used on official university documents such as letterheads.

One-Color (Shown in Black)

A single-color version of the logo is available for cases such as one-color spot printing.

Official Mark & Social Media Avatar Logo

Logo Use

Logo Misuse

National Louis University

Visual Elements

NATIONAL LOUIS UNIVERSITY

Logo Misuse

The logo should only be used in the manner presented in these guidelines. The relationships and proportions of all the elements in the signature have been carefully crafted for maximum visual impact and readability.

Do Not:

1. Alter element colors 2. Alter element fonts 3. Reposition any of the elements 4. Stretch or distort the overall shape 5. Angle or skew the overall shape 6. Use with poor legibility

Logo Use

By School: Accelerate U

National Louis University

Visual Elements

Accelerate U Logo

Due to the complexity and length of the sub-branded logos, a range of layout formats exists and is designed to be leveraged for various uses. Formats include:

1. Primary Version 2. Secondary Vertical 3. Secondary Horizontal

Versions of the logo are available in full color, as shown here, reversed white and one-color black.

Logo Use

National Louis University

Visual Elements

By School: College of Psychology and Behavioral Sciences

College of Psychology and Behavioral Sciences Logo

Due to the complexity and length of the sub-branded logos, a range of layout formats exists and is designed to be leveraged for various uses. Formats include:

1. Primary Version 2. Secondary Vertical 3. Secondary Horizontal

Versions of the logo are available in full color, as shown here, reversed white and one-color black.

Logo Use

National Louis University

Visual Elements

By School: Graduate School of Business and Leadership

Graduate School of Business and Leadership Logo Due to the complexity and length of the sub-branded logos, a range of layout formats exists and is designed to be leveraged for various uses. Formats include:

1. Primary Version 2. Secondary Vertical 3. Secondary Horizontal

Versions of the logo are available in full color, as shown here, reversed white and one-color black.

Logo Use

National Louis University

Visual Elements

By School: Kendall College

Kendall College Logo

Due to the complexity and length of the sub-branded logos, a range of layout formats exists and is designed to be leveraged for various uses. Formats include:

1. Primary Version 2. Secondary Vertical 3. Secondary Horizontal

Versions of the logo are available in full color, as shown here, reversed white and one-color black.

Logo Use

National Louis University

Visual Elements

By School: National College of Education

National College of Education Logo

Due to the complexity and length of the sub-branded logos, a range of layout formats exists and is designed to be leveraged for various uses. Formats include:

1. Primary Version 2. Secondary Vertical 3. Secondary Horizontal

Versions of the logo are available in full color, as shown here, reversed white and one-color black.

Logo Use

National Louis University

Visual Elements

By School: School of Nursing

School of Nursing Logo

Due to the complexity and length of the sub-branded logos, a range of layout formats exists and is designed to be leveraged for various uses. Formats include:

1. Primary Version 2. Secondary Vertical 3. Secondary Horizontal

Versions of the logo are available in full color, as shown here, reversed white and one-color black.

Logo Use

National Louis University

Visual Elements

By School: Undergraduate College

Undergraduate College Logo

Due to the complexity and length of the sub-branded logos, a range of layout formats exists and is designed to be leveraged for various uses. Formats include:

1. Primary Version 2. Secondary Vertical 3. Secondary Horizontal

Versions of the logo are available in full color, as shown here, reversed white and one-color black.

Logo Use

National Louis University

Visual Elements

Sub-Branded: Internal Examples

Sub-branded Logos: For Internal Use

When internal departments, clubs or organizations need a logo, consider using the same treatment as in the school-specific lockups as demonstrated on this page. Internal logo lockups can appear in full color, as shown here, reversed white or one-color black.

Logo Use

National Louis University

Visual Elements

Sub-Branded: Internal Examples

Florida School of Professional Psychology Logo

Due to the complexity and length of the sub-branded logos, a range of layout formats exists and is designed to be leveraged for various uses. Formats include:

1. Primary Version 2. Secondary Vertical 3. Secondary Horizontal

Versions of the logo are available in full color, as shown here, reversed white and one-color black.

National Louis University

Logo Use

Sub-Branded: Internal Examples

Visual Elements

Sub-branded Logos: For Internal Use

Example using NLU Online The example above is for illustrative purposes only. Please work directly with the marketing or communications teams at NLU to create and provide official logo files.

National Louis University

Logo Use

Sub-Branded: Internal Examples

Visual Elements

Sub-branded Logos: For Internal Use

Human Resources Department

Example using the Human Resources Department

The example above is for illustrative purposes only. Please work directly with the marketing or communications teams at NLU to create and provide official logo files.

Logo Use

National Louis University

Visual Elements

Sub-Branded: Internal Examples

McCormick Institute for Early Childhood Logo

Due to the complexity and length of the sub-branded logos, a range of layout formats exists and is designed to be leveraged for various uses. Formats include:

1. Primary Version 2. Secondary Vertical 3. Secondary Horizontal

Versions of the logo are available in full color, as shown here, reversed white and one-color black.

National Louis University

Logo Use

Sub-Branded: Internal Examples

Visual Elements

Sub-branded Logos: For Internal Use

Example using the Academy for Local Leadership at National Louis University The example above is for illustrative purposes only. Please work directly with the marketing or communications teams at NLU to create and provide official logo files.

TYPOGRAPHY & COLOR

Typography & Color

National Louis University

Visual Elements

Overview of Brand Fonts

AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz Barlow Condensed Barlow Regular AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz

Overview of Brand Fonts

Barlow is the primary brand font. The open-source nature of the font makes it very accessible to all members of our community. Download the fonts and install them by clicking the links below.

Barlow Condensed Barlow Regular

Once you’ve installed Barlow, you can use it directly within PowerPoint. Choose Bahnschrift if your use- case requires a system-ready font. The accent script font is for licensed-use only. Reach out to NLU’s Marketing Department to access a licensed copy of the font file.

Amnesty Script

Used as an accent font only. See page 47 for more detail on how to use it.

Typography & Color

National Louis University

Visual Elements

Creating Hierarchy with Our Brand Fonts

HEADLINES SET IN ALL CAPS FEEL BOLD, CONFIDENT AND DETERMINED. Subheads used in sentence case are more straightforward and provide s upport for b oth the headline and body copy. Switch to Barlow Regular for body copy. This style is less condensed and therefore easier to read. Aximagni hicitemIcaboreptam volupta ersperepe velis eate dendigendel iur simus sapitaq uatumque eos sinci ducias delendi cum etur, alitatuscid mo dolendignis apisqui delit, que sapedi derchic illaboratus atur restrum aspella dunt, sunt aut eum vollabo. Nam alit int que pernati istiae perovid minvend istecus quissim voluptio id eaquisquos quam nihil inctota tiuntot asimilibus rem des mos estium quas ex estia dolorroreri

Largest Size, All Caps

Medium Size, Sentence Case

Creating Hierarchy with Our Brand Fonts

Here’s an example of how the hierarchy of fonts and font sizes can work together, using placeholder text. Though the brand font library is limited, there are many ways to apply design to create layers of hierarchy in a layout.

Small Size, Sentence Case

Small Size, All Caps

CAPTION, CTA OR ACCENT COPY

Typography & Color

National Louis University

Visual Elements

Email Signature Standards

Arial Black, 11pt, Black Arial Black, 11pt, Regular Italic

Firstname Lastname Pronoun/Pronoun Official title Department title

Email Signature Standards

Arial Bold, 11pt, Black Arial Bold, 11pt, Black

Messages sent through your NLU email account should have a signature at the bottom (with your specific contact information). Follow the formatting details outlined here.

Arial Regular, 10pt, Black Arial Regular, 10pt, Black

Direct: 312.261.XXXX | Main: 888.658.8632 username@nl.edu | www.nl.edu

Arial Regular, 10pt, Blue (RBG: 50, 98, 149) Arial Regular, 10pt, Black Arial Regular, 10pt, Black

NATIONAL LOUIS UNIVERSITY 122 S Michigan Ave., Chicago, IL 60603 Facebook | X | Instagram | YouTube | LinkedIn

Typography & Color

National Louis University

Visual Elements

Primary Brand Colors

Navy Blue PANTONE® 653C CMYK 94/57/00/18 RGB 000/90/150 #005A96

Dark Blue PANTONE® 285 C CMYK 90/48/00/00 RGB 000/114/206 #0072CE

Dark Gray PANTONE® 430C CMYK 33/18/13/40 RBG 103/116/126 #67747E

Medium Gray PANTONE® 429C CMYK 18/10/10/26 RGB 162/170/173 #A2AAAD

PANTONE® and CMYK values are provided for offset and digital printing needs. RGB and Hex values should be used for digital use-cases. Use of “eyedropper” tools should be avoided when calculating color information, as a wide variance in color values can occur when using any combination of the eyedropper with placed CMYK or Pantone-built graphics, RGB conversions and even RGB graphics.

Light Blue PANTONE® 305C CMYK 54/00/06/00 RGB 135/212/237 #87D4ED

Medium Blue PANTONE® 2925C CMYK 85/21/00/00 RGB 000/154/218 #009ADA

Light Gray PANTONE® COOL GRAY 3C

Off-White PANTONE® N/A

CMYK 15/12/11/00 RGB 198/203/208 #DDE0E3

CMYK 03/03/02/00 RGB 245/245/245 #F5F5F5

Typography & Color

National Louis University

Visual Elements

Gradients and Accent Color

Electric Yellow PANTONE® 396C CMYK 15/01/100/00 RGB 226/225/27 #E2E11B

Gray and blue gradient palettes are available for use as secondary fill colors to add dimension to design layouts and within image treatments (see page 37). A yellow accent color provides a brighter contrast to the rest of the NLU palette. Electric Yellow should be used sparingly in communications as overuse can overpower and distract from intended communications messages.

Light Gray (See previous page)

Off-White (See previous page)

Dark Blue (See previous page)

Light Blue (See previous page)

Silver Metallic (For special spot printing needs only)

PANTONE® 10077 C (Silver C -- Metallic)

Typography & Color

National Louis University

Visual Elements

Accessibility Grid

TEXT COLOR

PURE WHITE

YELLOW

NAVY

DARK BLUE

MEDIUM BLUE

LIGHT BLUE

DARK GRAY

MEDIUM GRAY

LIGHT GRAY

OFF-WHITE

FAIL

PASS

FAIL

PASS

FAIL

LARGE

PASS

NAVY

FAIL

LARGE FAIL

FAIL FAIL

PASS LARGE

LARGE FAIL FAIL LARGE

FAIL FAIL FAIL FAIL

LARGE

PASS

DARK BLUE

Using Color: Accessibility

FAIL

FAIL LARGE

FAIL

MEDIUM BLUE

Use this grid to ensure that color contrast is used with accessibility in mind. Type designed for readability¹ must follow the guidelines illustrated here. Some color combinations can only be used at large sizes. 2

FAIL

FAIL LARGE

FAIL

FAIL LARGE LARGE LARGE

FAIL

LIGHT BLUE

FAIL

PASS

FAIL

LARGE

DARK GRAY

FAIL

FAIL FAIL

FAIL FAIL FAIL

FAIL

FAIL FAIL FAIL

FAIL

MEDIUM GRAY

LARGE

FAIL FAIL

LARGE LARGE

FAIL FAIL

LIGHT GRAY

PASS

FAIL

PASS

FAIL

OFF-WHITE

PASS

LARGE

FAIL

PASS

FAIL

PURE WHITE

LARGE

FAIL

YELLOW

1 Necessary legible type excludes type that is designed to be purely decorative, such as the ‘Using Type to Create Graphics’ style described on page 47.

2 Large text is defined as 14 point (typically 18.66px) and bold or larger.

PHOTOGRAPHY

Photography

National Louis University

Visual Elements

Overview of Image Standards

Imagery should feel aspirational and inviting. Subjects should accurately represent the diverse population that’s true of NLU. The best images don’t feel overly staged, use soft, cinematic lighting and use a deep range of focus levels. There are four image “styles” that can be used together to build dynamic design layouts. They are outlined below and described in detail in the next few pages.

1. Full-Color Imagery 2. Outlined Portraiture 3. Duotone (Shown in Blue) 4.Black and White

Photography

National Louis University

Visual Elements

Full-Color Imagery

Choosing Full-Color Imagery

The example on the left is better because the subjects appear natural in their environment. Elements in the foreground are in soft focus, drawing the viewer’s eye toward the student as the true focal point. The example on the right is a poor image choice because the subjects appear overly staged. Their exaggerated expressions make the moment feel inauthentic.

Photography

National Louis University

Visual Elements

Outlined Portraiture

Choosing Portraits and Outlining

The example on the left works well because the entire silhouette of the student is in focus and not obstructed by surrounding elements, allowing it to be clipped out fully. The example on the right is a problematic image because there’s not a clean, completely visible clipping path surrounding the subject.

National Louis University

Photography

Visual Elements

Duotone Effect

Applying the Duotone Effect

To create a Duotone effect, open an image in Photoshop, then select Layer>New Fill Adjustment Layer>Gradient Map . Once the layer adjustment panel is open, double click on each of the default stops to change the color value. Three approved Duotone colorways are outlined below.

Medium Blue

Light Blue

Light Gray

Off-White

Customizing the Effect

Depending on the natural contrast of the image, you might need to move the sliders to ensure good contrast. This is particularly important when applying the effect to imagery of people, where skin tone varies greatly based on the subject. The effect can be flattering on all images when adjusted thoughtfully.

Dark Blue

Off-White

Photography

National Louis University

Visual Elements

Black and White

Editing Saturation Within Instagram

Original Full-Color Image

Image in Black and White

Black and White Imagery

Black and white imagery is used secondarily to add depth to dynamic design layouts. The simplest application of the effect is to turn the saturation value of an image to 0%, which can be done both in robust graphics programs like Photoshop and in more accessible programs like Microsoft PowerPoint, as well as directly in image editing tools within social media apps like Instagram. Adjust other effects like brightness, contrast and exposure as needed to create balance.

Editing Saturation Within PowerPoint

Photography

National Louis University

Visual Elements

Accelerate U

Choosing Imagery for Accelerate U

Subjects representing Accelerate U should span an appropriate range of ages and races. Imagery of students studying from home or on the go feels particularly relevant.

Photography

National Louis University

Visual Elements

College of Psychology and Behavioral Sciences

Choosing Imagery for College of Psychology and Behavioral Sciences

Subjects representing the College of Psychology and Behavioral Sciences should span an appropriate range of ages and races. Situations where people are seen interacting with others feel particularly relevant.

Photography

National Louis University

Visual Elements

Graduate School of Business and Leadership

Choosing Imagery for the Graduate School of Business and Leadership

Subjects representing the Graduate School of Business and Leadership should span an appropriate range of ages and races. Students wearing professional business attire feel particularly relevant.

Photography

National Louis University

Visual Elements

Kendall College

Choosing Imagery for Kendall College

Subjects representing Kendall College should span an appropriate range of ages and races. Imagery showing culinary classrooms should represent real Kendall College facilities. If students are wearing chef uniforms, they should be true to the style worn by real Kendall students. If using stock, ensure that defining details are generic or vague enough through cropping or image selection. On Kendall College materials, be sure to include a range of representation that includes the main program pillars: Culinary Arts, Pastry Arts and Hospitality Management.

Photography

National Louis University

Visual Elements

National College of Education

Choosing Imagery for National College of Education

Subjects representing National College of Education should span an appropriate range of ages and races. School environments feel particularly relevant. Subjects can include teachers (early education through high school), principals and other administrative roles.

Photography

National Louis University

Visual Elements

Undergraduate College

Choosing Imagery for Undergraduate College

Subjects representing the Undergraduate College should skew younger, as the students in this program are usually just out of high school. Imagery that leans into the social aspect of college feels particularly relevant. Because the nursing program is a part of the Undergraduate College, it’s appropriate to include imagery of nursing students, sparingly.

GRAPHICS & TEMPLATES

Graphics & Templates

National Louis University

Visual Elements

Misc. Graphics

Using Type to Create Graphics

Using the NLU Icon as a Watermark

Decorative typography can serve as a textural element within collateral layouts like brochures, event posters or in social media graphics. Type should be set in all caps and can be filled or outlined. Set colors and opacity low so that the decorative type doesn’t conflict with necessary or informational copy. Use the script font only as an eyebrow or violator. WE

A single-color version of the icon mark can be used as a graphic within solid-fill layouts. Don’t use the watermark directly on top of imagery.

BELIEVE IN YOUR BEST Get started today!

WE ARE NLU Follow us on social o

Location Identifier (Badge Graphic)

Can be used sparingly as violator-style graphic overlaying photography within layouts.

MESSAGING 03-

Overview & Tonality

National Louis University

Messaging

Messaging Overview

Tonality

Adhering to messaging guidelines helps establish consistency when multiple writers are creating materials. Additionally, it eliminates the need to start from scratch when a new project is undertaken. NLU’s brand voice is important because it’s a reflection of NLU. Even when tailoring messaging to a particular audience (e.g., prospective students vs. corporate partners), college (e.g., the National College of Education vs. Kendall College) or channel (e.g., a social media post vs. a print brochure), the tone of the overarching brand voice should shine through.

The tone of NLU’s brand voice should reflect the personality underpinned by our Brand Blueprint (see pg. 8). Messaging should always be earnest, welcoming and proudly untraditional. It should empathize with modern college students and the unique challenges they face, but it should also respect their intelligence, ambition and potential. NLU does not provide the exclusive, cookie-cutter education that many associate with traditional universities, and that’s something to be proud of. The brand voice should reflect that pride.

Campaign Tagline & Headline Copy

National Louis University

Messaging

Campaign Tagline

“We Believe in Your Best” encapsulates NLU’s drive to help every individual unlock their potential—in their careers, as members of their communities and as human beings. It can be used wherever the university’s central tenets need to be summarized in a concise, student- facing way. Do not use it in communications that target potential donors, corporate partners or other non-student audiences.

• EVERYONE DESERVES AN EDUCATION THAT HELPS THEM REACH THEIR POTENTIAL. • WE SEE WHAT YOU CAN BE. • COME WITH A VISION. LEAVE ONE STEP CLOSER TO IT. • YOUR BEST SELF STARTS HERE. • MAKING CAREER DREAMS A REALITY SINCE 1886. • DEGREES THAT FIT YOUR LIFE. NOT THE OTHER WAY AROUND. • LESS GATEKEEPING. MORE PATH-MAKING.

Example Headlines (General)

In some cases, headlines need to reference particular colleges, programs and differentiators, but for high-level advertising and other occasions that call for telling the NLU story to prospective students in an emotional, provocative way, here are some headlines in the brand voice to get you started:

Messaging, By School

National Louis University

Messaging

Accelerate U

• TIME IS MONEY, AND NLU WILL SAVE YOU BOTH. • LIFE DOESN’T STOP FOR COLLEGE. WE UNDERSTAND THAT. • SOME CAREERS CAN’T WAIT FOR A FOUR-YEAR DEGREE. • THE FAST TRACK TO WHERE YOU WANT TO BE. • THERE ARE NO SHORTCUTS IN LIFE. BUT THERE ARE MORE DIRECT PATHS.

Accelerate U Messaging

Accelerate U copy should be focused on practicality and speed. Don’t be afraid to lean into the unique, innovative nature of Accelerate U. Messaging should be economical and to the point, just like the program itself.

Messaging, By School

National Louis University

Messaging

College of Psychology and Behavioral Sciences

• GRADUATE PROGRAMS THAT ELEVATE CAREERS IN HELPING OTHERS. • EQUIPPING PSYCHOLOGISTS WHEN THE WORLD NEEDS THEM MOST. • BECOME A FORCE FOR GOOD. • AGENTS OF SOCIAL CHANGE WANTED. • HELP AN INDIVIDUAL. TRANSFORM A COMMUNITY.

College of Psychology and Behavioral Sciences

Copy promoting the College of Psychology and Behavioral Sciences should be geared toward an older, more mature audience. Prospective students are passionate about making a positive impact. Consider highlighting the timeliness and importance of pursuing a degree as a psychologist or social worker.

Messaging, By School

National Louis University

Messaging

Graduate School of Business and Leadership

• IT’S NOT JUST ABOUT MAKING MONEY. IT’S ABOUT MAKING AN IMPACT. • AS BUSINESS EVOLVES, SO MUST BUSINESS EDUCATION. • DEGREES FOR THE DIFFERENCE-MAKERS OF TOMORROW. • SHAPE YOUR CAREER. SHAPE YOUR COMMUNITY. • TAKE YOUR EDUCATION FROM THE CLASSROOM TO THE BOARDROOM.

Graduate School of Business and Leadership Messaging

Copy promoting the Graduate School of Business and Leadership should be geared toward an older, more mature audience and highlight the college’s focus on meeting the moment and making a positive impact. Remember that prospective students could be enrolling at any stage of their career.

Messaging, By School

National Louis University

Messaging

Kendall College

• CHICAGO’S #1 PLACE TO PREPARE FOR A CAREER IN HOSPITALITY AND CULINARY ARTS? YES, CHEF. • WORLD-CLASS CULINARY ARTS AND HOSPITALITY MANAGEMENT PROGRAMS IN A WORLD-CLASS HOSPITALITY CITY. • COME WITH A DREAM. LEAVE WITH A CAREER IN HOSPITALITY. • ACCESSIBLE, AFFORDABLE PROGRAMS FOR EVERY FLAVOR OF CAREER. • A FOOT IN THE DOOR TODAY, A SOARING CAREER TOMORROW.

Kendall College Messaging

When writing Kendall College copy, take both culinary and hospitality management programs into account. When space is limited, “hospitality” can describe Kendall’s overall focus, but specificity is preferable. Also, remember that NLU’s Chicago campus is a particular selling point for Kendall.

Messaging, By School

National Louis University

Messaging

National College of Education

• WE’RE DOING MORE THAN EVER TO ADVANCE THE STATE OF EDUCATION. • THE FOREMOST EDUCATOR OF EDUCATORS. • EDUCATORS DEVELOP GREAT MINDS. WE DEVELOP GREAT EDUCATORS. • TRANSFORM THE CLASSROOM BY TRANSFORMING YOUR CAREER. • FROM OUR CLASSROOM TO YOURS.

National College of Education

As NLU’s most historied college, NCE demands a level of gravitas. Referring to NLU’s earliest history—Elizabeth Harrison’s contributions to the field of education—is appropriate here. Remember that prospective students could be enrolling at any stage of their careers and may be interested in becoming teachers, principals, superintendents or other leaders in education.

Messaging, By School

National Louis University

Messaging

Undergraduate College

• LAUNCH YOUR CAREER WITH AN UNDERGRADUATE DEGREE AT NLU. (GENERAL AUDIENCE) • DEGREES DESIGNED FOR DOING. (GENERAL AUDIENCE) • COMMUNITY COLLEGE CAN BE THE FIRST STEP TO IGNITING A CAREER. NLU IS THE NEXT ONE. (TRANSFER) • THE SMARTEST WAY TO TAKE YOUR HIGHER EDUCATION EVEN HIGHER. (TRANSFER) • CAN COLLEGE REALLY BE ACCESSIBLE AND AFFORDABLE? ACTUALLY, YEAH. (HIGH SCHOOL)

Undergraduate College Messaging

When writing copy for the Undergraduate College, consider whether you’re speaking to high-school-aged first-time freshmen, transfer students or a more general audience. For a high school audience, copy can be more informal and younger-skewing, while still adhering to the brand voice.

APPLYING THE BRAND 04-

Branded Collateral

National Louis University

Applying the Brand

Brochure Spread Examples

Applying the Brand

Here are a few examples of how all elements of the brand can work together to create content that’s engaging, emotional and true to NLU across a variety of channels.

Owned & Paid Media

National Louis University

Applying the Brand

Social Media Examples

Owned Media

National Louis University

Applying the Brand

Landing Page Example

Paid Advertising

National Louis University

Applying the Brand

Out of Home: Wild Posting Example

Paid Advertising

National Louis University

Applying the Brand

Out of Home: Billboard Example

Paid Advertising

National Louis University

Applying the Brand

Broadcast: End Card Example

Questions? Contact us at Marketing@NL.edu

Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57 Page 58 Page 59 Page 60 Page 61 Page 62 Page 63 Page 64 Page 65 Page 66 Page 67 Page 68 Page 69 Page 70

nl.edu