Purpose: strengthen recognition and consistency.

Primary colors

Casper College Red (Primary):

• Pantone 186 C
• CMYK 2/100/85/6
• RGB 200/16/46
• HEX #C8102E

Black (Secondary):

• Pantone Black C
• CMYK 0/0/0/100
• RGB 45/41/38
• HEX #2D2926

Secondary colors

The standards include neutral grays and bright accent colors to support hierarchy and modern design (use accents intentionally; don’t overwhelm layouts).

(Examples shown in the manual include Cool Gray and Warm Gray sets, plus accent colors such as Pantone 130 C / HEX #F2A900 and “Casper Blue” / HEX #008BC0.)

Accessible contrast

Use color combinations that remain readable for all users. For web, we use the WebAIM Color Contrast Checker as a guide for acceptable color combinations and follows accessibility standards.

Typography and hierarchy basics

Typography supports consistency and readability; use clear hierarchy (headlines → subheads → body) and adequate whitespace.

Use:

• Minion Pro
• Swiss

For digital, use:

• Merriweather
• Merriweather Sans

Purpose: ensure official marks are used consistently and correctly.

Official Casper College logos

Use only authorized digital files. Do not recreate or typeset logos yourself.

Approved logo variations

Use approved versions as provided (e.g., horizontal/stacked; color/black/white/reverse) and choose the option that provides the best contrast and readability.

Clear space and minimum size (non-negotiable)

• Maintain clear space around the wordmark so it remains legible and visually strong.
• Minimum sizes: 2 inches wide for the horizontal wordmark and 1 inch wide for the stacked wordmark. If you need smaller, request resized artwork.

Background rules (contrast and readability)

Avoid placing logos on patterned or low-contrast backgrounds. Use reverse versions only when designed for dark backgrounds.

Do not alter (examples)

Do not:

• skew, bend, stretch, rotate, or distort
• add drop shadows or effects
• recolor or mix logo colors
• outline the logo
• separate logo elements or add extra elements

Co-branding and third-party logos

For sponsorships, advertising, filming, and other uses involving the college’s name/marks, approval is required. Co-branding and third-party logo use should be coordinated through Strategic Communications and Marketing.

Sub-brands and program logos

Casper College uses a system of department identifiers (logo lockups) built around the primary wordmark; the Brand Standards note that there are no independent brands at Casper College.

Purpose: ensure consistent language across departments and channels.

Casper College voice principles

Across channels, Casper College writing should be:

• supportive, practical, welcoming, credible, and optimistic (without hype)
• easy to scan (short paragraphs, headings, bullets)
• clear on next steps (strong calls-to-action)

Tone by context

• Recruitment / student-facing: encouraging, clear, action-oriented, benefits-first
• Internal updates: straightforward, efficient, focused on what people need to do
• Issues communications: calm, factual, timely, coordinated; avoid speculation

Plain language guidelines

• Lead with the point
• Use short sentences and common words
• Spell out acronyms on first use and define them
• Don’t bury important deadlines or action steps

Naming conventions (Casper College specifics)

Examples from the Style Guide include:

• Spell out Casper College on first reference; CC can be used after that.
• Casper College is referenced without “the” before its name.
• Class/course descriptions must match the current Casper College Catalog.

See: Styleguide

Purpose: keep imagery consistent, authentic, and rights compliant.

Photography style

Use authentic, student-centered imagery that reflects real learning, campus life, and community connection (avoid staged or generic visuals when possible).

Image quality expectations

• Use high-resolution images appropriate to the channel (web vs print)
• Avoid overly dark/low-contrast images where key details are lost
• Use thoughtful cropping to keep the focus on the subject
• Use descriptive file names for shared assets (helps with search and governance)

Releases and permissions

Use photo/video releases when individuals are identifiable and the content will be used for marketing/public-facing communications.

Photo/Video release form

Usage rights and copyright

Use only:

• Casper College-owned photography/video
• properly licensed stock assets
• vendor assets with written permissions on file
• content with confirmed rights/release status

If you’re unsure, request review before publishing.

Purpose: consistency where audiences interact most.

Web

Casper College’s website uses approved templates and standards to reinforce a consistent visual identity, and web content follows AP style.

Web writing and structure

• Break up large blocks of text into smaller sections for readability
• Use descriptive headings
• Make links meaningful (“View the Nursing program requirements,” not “click here”)

Accessibility basics

• Web pages should conform to Section 508 / WCAG guidance (see Accessibility Standards).

SEO basics

• Use clear page titles and headings people actually search for
• Write descriptive headings that match content
• Ensure key pages include clear next steps and contact info

Email

Use email to support a clear action path and drive readers to a stable “source of truth” webpage when details are complex.

Email signature basics

The Brand Standards include guidance for email signatures (simple formatting; official job titles; phone number; caspercollege.edu; no quotes/images) and note that regulatory requirements may apply in some contexts.

Social

Social media is a powerful communications tool, and the Brand Standards emphasize maintaining Casper College’s brand identity across platforms and using department/program lockups with appropriate imagery.

See: Social Media

Purpose: protect the college and ensure equitable access.

Accessibility overview

Casper College web pages are expected to conform to accessibility standards under Section 508 and WCAG guidance, including attention to readable contrast and non-color-dependent meaning.

Minimum standards:

• Headings in correct order (H2, H3, etc.)
• Alt text for meaningful images
• Captions for video where required/appropriate
• Avoid scanned PDFs when possible; ensure documents are readable
• Don’t rely on color alone to convey meaning

Learn more about accessibility standards: <link>

Regulatory statements

The Brand Standards require that printed materials and digital communications targeted to prospective students, current students, or employees, or used for educational or recruitment purposes, include the regulatory statement (nondiscrimination statement) and specify placement guidance (e.g., bottom of document; minimum 6-point type).

See: Nondiscrimination Statement

Privacy and escalation

If a communication involves safety, reputational risk, or a potential media issue, coordinate early. The Style Guide notes that in an emergency, the point of contact is the Strategic Communications and Marketing Director or designee.

Purpose: improve clarity and reduce rework.

Content checklist

• Accuracy: names, dates, costs, eligibility, locations, links, contacts
• Clarity: readers can quickly understand what it is and who it’s for
• Audience: content is written for the intended reader, not insiders
• Action: the call-to-action is obvious (apply, register, request info, contact)

Headlines and subject lines

• Lead with benefit or action
• Keep it short and specific
• Avoid vague labels (“Important Update”) unless it truly is an urgent update

Calls-to-action (CTAs)

Use CTAs consistently so readers know what to do next. Examples: Apply, Request Info, Register, Contact [office], Schedule a Visit.

Inclusive language basics

Use welcoming, respectful language; avoid assumptions about background, ability, or prior knowledge.

Claims and credibility

Avoid unsupported superlatives and verify statistics before publishing. Do not invent numbers or outcomes; use placeholders until confirmed.

Purpose: reinforce collaboration and governance.

When review is required

Request a brand review when materials are:

• public-facing and represent Casper College officially
• high visibility (collegewide, recruitment, major community outreach)
• introducing a new identifier/lockup, sub-brand element, or co-branding
• sensitive (policy/legal/safety), reputational, or likely to attract media attention
• for advertising purchases or external publications (coordinated through PR/SCM)

How to request review

Contact or email Strategic Communications and Marketing and include:

• audience + desired action
• channel(s) (web/email/print/social/paid)
• deadline + launch date
• draft content/creative (or what exists so far)
• approvals needed

Casper College uses the Associated Press Stylebook as the primary writing reference for most promotional materials, with the Casper College Style Guide providing campus-specific standards.

Purpose: make compliance easy and reduce production burden.

Use approved templates when possible so campus teams can move quickly and stay on brand.

See: Templates and Toolkits (Requires CC login)