BEING

BELMONT:
Managing the Belmont Brand

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WHY S
A B OUT B R A
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BRANDING IS:
• the face, voice and personality of your business.

• by definition, your brand is the distinctive name identifying your product, but beyond
your name, it’s the associations that people make when they think about you.

BEING BELMONT is a comprehensive guide which describes the branding standards for Belmont University.
This manual is intended to guide all communications in delivering a single, recognizable and concise brand
for the university and to ensure quality and consistency of all projects. Members of the Belmont community
are responsible for the guidelines set in this book.
TABLE of CONTENTS
2 Being Belmont

3 Tagline and Statements

4 Logo Treatment and Guidelines

11 Athletics

12 Typefaces

13 Colors

14 The Web

16 Advertising

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 TAGLINE AND
STATEMENTS

From Here to Anywhere

The tag line is available although it is not required to be used on all print material.
It is suggested that the tag line be used on all television and radio copy.

Mission Statement
Belmont University is a student-centered Christian community providing an academically
challenging education that empowers men and women of diverse backgrounds to engage and
transform the world with disciplined intelligence, compassion, courage and faith.

Vision Statement
To be a leader among teaching universities, bringing together the best liberal arts and
professional education in a Christian community of learning and service.

Boiler Plate
Ranked No. 7 in the Regional Universities South category and named for the fourth consecutive
year as one of the top “Up-and-Comer” universities by U.S. News & World Report, Belmont
University consists of approximately 6,400 students who come from every state and 25 countries.
Committed to being a leader among teaching universities, Belmont brings together the best of
liberal arts and professional education in a Christian community of learning and service. The
university’s purpose is to help students explore their passions and develop their talents to meet the
world’s needs. With more than 75 areas of study, 20 master’s programs and four doctoral degrees,
there is no limit to the ways Belmont University can expand an individual’s horizon.

For more information, visit www.belmont.edu.

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 LOGO TREATMENT
AND GUIDELINES

Every communication from Belmont University to the public affects the image and reputation of
the institution. Commercials, Web pages, business cards, newsletters and note cards are the face
of Belmont to many people.

Belmont’s visual identity has a dual purpose. To our external constituents, it reflects our
character, strength, traditions and values. Internally, it creates a sense of pride and commitment
to our common mission and purpose.

The Belmont University logo signifies the university’s endorsement and should be used as the
official identifier. The logo, which consists of a horizontal (preferred) and a vertical version,
should be used on all materials used for representation of the programs, departments, centers,
offices and agencies of the university. All materials that are used off-campus MUST include
the BU tower logo. The logo consists of the image and the text as one entity and MAY NOT BE
manipulated or separated in any way.

LOGO COLOR
The logo may ONLY be reproduced in blue (PMS 281) or black. The logo may also be reversed out
in white from 100% of the background color.

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UNACCEPTABLE LOGO TREATMENT

DO NOT PLACE LOGO ON BUSY BACKGROUND

DO NOT REMOVE ELEMENTS

OR USE ELEMENTS INDEPENDENTLY

DO NOT CHANGE COLORS

I N S !
GO BRU
DO NOT OVERLAP WITH OTHER GRAPHICS

DO NOT USE 2-COLOR LOGO

DO NOT STRETCH OR ALTER PROPORTIONS

DO NOT SCREEN

DO NOT ADD DROP SHADOW

OR EFFECTS

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LOGO PLACEMENT AND SIZE
The logo should be clearly and prominently displayed on all visual communications. Preferred
placement of the logo is at least a .25 inch from the edge of a page, gutter, border, graphic or
text. The minimum size of the logo is 1 inch wide. In situations where a smaller logo is required,
contact the Office of University Marketing & Special Initiatives for design options.

HOW TO OBTAIN LOGOS

Print-ready and Web versions of the Belmont University logo are available in various digital formats
from the Office of University Marketing & Special Initiatives Web site at www.belmont.edu/umsi.

USE OF THE BELMONT UNIVERSITY SEAL AND EMBLEM

The Belmont University seal indicates an official sanction by the university, while the Belmont
University logo represents the institution’s image. The seal does not provide the visual
recognition offered by the logo and should not be used interchangeably with the logo. The seal
should not be used in daily communications nor altered in any way. The seal is pictured below.

Use of the university seal is restricted to the following:

• Communications from the Office of the President, the Board of Trustees and executive officers
of the university for special communications and events
• Formal documents including commencement programs, diplomas, transcripts, certificates
and contracts
• Other official documents or historical university materials

PUBLICATIONS
All printed pieces, including brochures, postcards, newsletters, banners, etc., must be
produced according to the university’s standards. To ensure proper usage of the logo, please
follow these guidelines:
• Always reduce or enlarge the logo proportionally.
• Do not use the logo as part of a sentence.
• Do not use photocopies of the logo for camera-ready art.
If an outside source is being used for design purposes, please provide these
guidelines to that company or individual. All design must be approved by the
Office of University Marketing & Special Initiatives prior to production.

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LETTERHEAD
All university offices and departments must use the official printed letterhead for all off-campus
correspondence. Letterhead should not be photocopied for distribution. Letters should be
composed in Palatino, Garamond or other similar serif font, 10- or 12-point type, single-spaced.
All text should be left justified with margins at least 1.5 inches on top and bottom. For shorter
letters, please adjust margins accordingly for a pleasing visual appearance. University letterhead
is printed on a 70-lb. white sheet with the logo in blue (PMS 281). Order forms are available
under “helpful stuff” at www.belmont.edu/umsi.

Office of the President

1900 Belmont Boulevard

Nashville, TN 37212-3757

phone 615-460-6793
fax 615-460-5555

1900 Belmont Boulevard

Nashville, TN 37212-3757

Office of The President

Envelopes
www.belmont.edu

The Belmont University envelope comes in a standard No. 10 size for all business
correspondence. The logo and return address are printed in blue (PMS 281) on a 70-lb. white
paper. The university return address for standard mail is 1900 Belmont Blvd., Nashville, TN
37212-3757. Order forms are available under “helpful stuff” at www.belmont.edu/umsi.

For questions regarding other U.S. Postal regulations, including addressing and endorsements,
contact the University Mail Center at 460-6636.

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BUSINESS CARDS
Belmont University business cards are printed in blue (PMS 281) on an 80-lb. white cardstock.
Business cards are imprinted with the employee’s name, title, dept./office or school/college, the
university address, phone and fax numbers and e-mail address. Order forms are available under
“helpful stuff” at www.belmont.edu/umsi.

1900 Belmont Boulevard

Nashville, TN 37212-3757
phone 615-460-6000
fax 615-460-6001
email john.smith@belmont.edu

John Smith
Professor
School of Religion

www.belmont.edu
Nashville, TN 37212-3757
1900 Belmont Boulevard

NOTE CARDS
A Belmont University A-6 size note card and matching envelope are printed in blue (PMS 281) on an
80-lb. white cardstock. Order forms are available under “helpful stuff” at www.belmont.edu/umsi.

1900 Belmont Boulevard

Nashville, TN 37212-3757
www.belmont.edu

Office of The President

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SIGNATURE
The following logo and address formats should be used as a standard return address on mailing
materials or for closure to a non-mailing piece.

1900 Belmont Boulevard 1900 Belmont Boulevard

Nashville, TN 37212-3757 Nashville, TN 37212-3757

WWW.BELMONT.EDU

1900 Belmont Boulevard 1900 Belmont Boulevard

Nashville, TN 37212-3757 Nashville, TN 37212-3757

WWW.BELMONT.EDU

1900 Belmont Boulevard

Nashville, TN 37212-3757
615.460.6401
WWW.BELMONT.EDU

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DEPARTMENT LOGOS
Besides the BU tower logo, all schools, colleges, departments, centers, etc., will have their
area-specific name set above the words Belmont University. These logos will be supplied by the
Office of University Marketing & Special Initiatives. These logos are important to use to keep the
consistency and look of the Belmont logo. No other specific logo may be used. These logos must
follow the same criteria and standards as the main Belmont logo.

UNACCEPTABLE DEPARTMENT LOGO TREATMENTS

Department of Social Work

TECHNOLOGY LEARNING CENTER

technology learning center

DO NOT SHOW SCHOOL OR COLLEGE DO NOT SHOW SCHOOL OR COLLEGE

NAME IN WRONG FONT NAME IN WRONG LOCATION

OTHER UNIVERSITY APPROVED MARKS

The Graduate School of Business at Belmont University is titled The Jack C. Massey Graduate
School of Business. Due to the existing brand equity of the “Massey School,” the logo below
was developed. The Massey logo must always follow the format of the main university logo and
contain the words Belmont University.

Special events that occur on campus (art exhibits, Christmas at Belmont, etc.) are allowed to
have unique, individualized marks. However, it is required that the Belmont tower logo still
be placed on all such materials. Because of the importance of such events on campus and to
the community, it is vital that these special events identify themselves and Belmont University
clearly and need to be approved by the Office of University Marketing & Special Initiatives
before production.

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 ATHLETICS

USE OF THE BELMONT ATHLETICS LOGOS

The Belmont Athletics suite of logos and official marks, as shown below, signify the Department
of Athletics endorsement and should be
used as the official identifiers. These logos and marks
are licensed by Strategic Marketing Affiliates (SMA) and should be used on all materials used for
representation of the individual programs and departments recognized by the Director of Athletics.
Any requests for logo variations (i.e. camp use, community service projects, etc.) must be approved
by the Office of University Marketing & Special Initiatives.

The round bear Bruin head logo, shown here, is the only athletic logo that may be used internally
by University staff to promote special events and other on-campus initiatives. Items created for
this purpose may not be made available for sale. Use of this logo must be at the request of official
university staff representatives and must be approved by the Office of University Marketing and
Special Initiatives.

Belmont Sports Clubs may utilize the round bear Bruin head logo and/or the Belmont wordmark on
their Club uniforms, which may not be made available for sale. The name of the Sports Club may
be listed beneath the Belmont wordmark utilizing the Franklin gothic font in all caps (shown here).
The use of these marks must be in keeping with brand book guidelines. Only a vendor approved by
the Office of University Marketing and Special Initiatives should be used. Belmont Sports Clubs
or other organizations may not utilize or manipulate Belmont’s athletic marks in any other way. In
addition, all materials created to identify Sports Clubs, including Club uniforms, must clearly state
the word “club” as an identifier of the type of organization. These Sports Clubs may use the words
“Belmont University” and “Bruin” and are encouraged to utilize Belmont’s official colors
and typefaces.

COLORS
The logo may be reproduced in full color, blue (PMS 281), red (PMS 186), black or white.

ATHLETICS TYPEFACE
The Belmont Athletics logo typeface is Franklin Gothic. The logo was designed with flexibility
in mind. The word “Bruins,” located directly beneath the graphic, can be changed to reflect a
sport specific logo using the Franklin Gothic font in all caps. However, the proportion of the logo
should be maintained at all times.

Franklin Gothic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

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 TYPEFACES

With thousands of typefaces available, Belmont uses two faces to represent itself: Adobe Garamond
and Trade Gothic. By limiting ourselves to these two typefaces, we add an element of consistency
throughout all materials and thus build the Belmont brand. They should be used for all materials
that are promoting the university in the public.

There are times when additional typefaces are needed for special promotions, events and programs.
Typefaces that are chosen for these exceptions should be consistent with Belmont’s brand. Any
additional typeface needs prior approval from the Office of University Marketing & Special Initiatives.

In some cases, fonts may vary when used as a design element. These will be approved by the
Office of University Marketing & Special Initiatives prior to production.

Adobe Garamond Italic Trade Gothic Condensed 18

Adobe Garamond Semibold Trade Gothic Condensed 18 Oblique
Adobe Garamond Semibold Italic Trade Gothic Light
Adobe Garamond Bold Trade Gothic Light Oblique
Adobe Garamond Bold Italic Trade Gothic Medium
Adobe Garamond Small Caps Trade Gothic Oblique
Adobe Garamond Bold Small Caps Trade Gothic Bold
Trade Gothic Bold Oblique

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 COLORS

PRIMARY COLOR PALETTE

The primary colors for Belmont are PMS 281 and PMS 186. The main tower logo will always be
in 281, black or white.

PMS 281 PMS 186

CMYK: 100, 72, 0, 32 CMYK: 0, 100, 81, 4
RGB: 0, 36, 105 RGB: 207, 20, 43
281 Web Safe: 002469 186 Web Safe: C9262D

SECONDARY COLOR PALETTE

The colors in the secondary color palette are to be used as a guide when choosing colors for
Belmont’s marketing, advertising and Web projects.

Colors that clearly represent other area universities should not be used without prior approval of
the Office of University Marketing & Special Initiatives. Examples of colors that should NOT be
used are orange, purple or a combination of black and gold.

384 542

PMS 384 PMS 542

CMYK: 26, 4, 99, 35 186 CMYK: 60, 19, 1, 4
RGB: 148, 147, 0 281 RGB: 123, 175, 212
Web Safe: 949300 Web Safe: 7BAFD4

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 THE WEB

The Office of University Marketing & Special Initiatives chooses colors and design for the Web
site to appeal to prospective students. Because of this, the design and colors for all aspects of
the Web site should reflect or complement the university’s admissions literature.

Web color translations B

 elmont Blue - 002469
Belmont Red - C9262D
Web typeface Arial

Web logo

Policies to address the use of off-campus or unofficial Belmont Web sites:

1. U
 nofficial Belmont sites are defined as Web sites related to Belmont University but hosted off
campus (not on www.belmont.edu, campus.belmont.edu or bic.belmont.edu).

2. B
 elmont restricts the unsanctioned use of the Belmont University name or logo
on unofficial Belmont sites. Any use of the Belmont University logo and name on
off-campus sites must be cleared by the Belmont University Web Team.

3. B
 elmont requires administrative rights to all off-campus sites affiliated with Belmont
University. These include sites prominently using the Belmont University name or logo – or
sites using the name Belmont (referring to Belmont University) in the URL. This means that
Belmont should be the administrator of record with the outside agency hosting the site.

4. B
 elmont restricts the unsanctioned use of links to unofficial sites from BU pages – all links
from the Belmont University (www.belmont.edu) site should be reviewed and approved by the
Web Team.

5. U
 RLs on www.belmont.edu will be set up with a forward slash (/) after the Belmont homepage
unless otherwise specified (for example www.belmont.edu/art). Requests for alternate URLs
can be made to the Web Team.

6. B
 elmont organizations engaging in significant outside advertising may request a specialized
URL (for example massey.belmont.edu) and advertising landing page. The URL and landing
page will be set up by the Office of University Marketing and Special Initiatives and
Information Technology. Requests for a separate landing page can be made by emailing
marketing@belmont.edu.

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BELMONT UNIVERSITY
1900 Belmont Boulevard
Nashville, TN 37212-3757
615.460.6400
WWW.BELMONT.EDU
From Here to Anywhere

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