shopMason
BRAND GUIDELINES
VISUAL IDENTITY & STYLE
Please follow the visual identity guidelines below to help increase our brand awareness across all OBS units. Check out our OBS Marketing plan for objective, goals, and success tactics.
HOW TO REQUEST LOGOS
Mason users may obtain a copy of university primary and secondary logos via Creative Services. To obtain a copy of unit logos, please contact Creative Services at creative@gmu.edu. For permission to use athletic logos and marks, contact the Department of Intercollegiate Athletics at 703-993-3271.
LOGO
Primary Logo usually is used on light or white backgrounds.
Logo Integrity: The logo should always be legible and presented without obstructions. Leave at least 0.15x of breathing room around the logo regardless of color and size.
Secondary Logos are only used when the backgrounds are filled with a color that doesn't work well with the primary logo. Choose secondary logos as needed to preserve legibility
COLOR
PANTONE 349
Mason Green
CMYK 100-0-83-47
RGB 30-98-56
HEX 006633
PANTONE 116
Mason Gold
CMYK 0-27-100-0
RGB 226-168-43
HEX FFCC33
Primary Colors: Mason green and Mason gold are primary colors of the university and shopMason. By using these colors the shopMason brand is aligning itself with the visual identity of the university and promotes a sense of unity.
Cardinal Red
CMYK 22-100-78-15
RGB 172-29-55
HEX AC1D37
Bright Green
CMYK 40-0-100-25
RGB 129-163-43
HEX 81902B
Dark Goldenrod
CMYK 0-20-100-45
RGB 157-127-0
HEX 9D7F00
Tangerine
CMYK 0-50-100-0
RGB 247-148-30
HEX F7941E
Secondary Colors are used in websites and any supporting materials. These colors don't replace the use of primary colors.
PRIMARY SOCIAL MEDIA CHANNELS
| Hashtag | Used for… |
|---|---|
| #MasonNation | The official hashtag of George Mason University! Proud to be part of the Mason community? Use this hashtag for “all things Mason.” |
| #MasonGrad | Use when posting about Winter Graduation and Spring Commencement. |
| #MasonHC | Use this hashtag to promote any Homecoming activities and related information. |
| #MasonAlumni | Use this hashtag when promoting alumni-related events or programs |
| #ChooseMason | The official hashtag for Admissions. Use this hashtag to share exciting on-campus experiences. |
| #Welcome2Mason | Use this hashtag when welcoming new students to Mason. |
PR/MEDIA
Individual units with new initiatives, exciting milestones, or award recognitions should submit a project request for marketing/PR opportunities. The shopMason team can help pitch story ideas to University Branding to further promote via internal or external media.
Units that received external media contacts should not respond without consulting the shopMason team. Please forward the media’s request to shop@gmu.edu. Our team will coordinate with University Branding on crafting messages and responses.
TRADEMARK USE
Maintaining a consistent and professional image is important to the success of the Mason brand. Please review the guidelines for proper usage of marks, names, and logos before producing any Mason-branded products.
All products and designs bearing Mason’s trademarks must be submitted for approval prior to usage. The approval process for Mason trademark use varies based on user types.
Guidelines
Review the trademark licensing guidelines for proper usage of marks, names, and logos before producing any Mason-branded products.
Approval Process
View trademark use approval processes for student organizations, departments and programs, athletics, and Mason Korea.
Approved Vendors
Protect the Mason brand and only use licensed vendors when producing Mason-branded promotional items.
BEST PRACTICES
Create Effective communications
Stay Simple
Choose simple words and short sentences. Complex sentences and jargons make it hard to follow
Focus on One Message
Identify one key message and remove noise information
Plan Ahead
Create editorial calendars and stay proactive on communication strategies
Use Hierarchy
Identify primary and secondary elements for graphics, layouts, and messages to pinpoint key points
Call to Actions
Create action items for your audiences to complete, such as visiting websites, making a purchase, engaging in posts, etc.
Be Inclusive
Create welcoming messages and choose appropriate phrases that represent marginalized communities
Engage with Your Audiences
Keep Consistent
Ensure all communications and marketing collaterals are consistent across all platforms
Use Analytics
Use engagement analytics and website traffic data for content creation and posting schedules
Create Conversations
Create dialogue-like posts and answer followers' questions, replies, and direct messages
Post Regularly
Post frequently to inform audiences about up-to-date information
Be Authentic
Create an authentic persona when talking directly with audiences
Use Tags & Hashtags
Tag relevant parties to increase media exposure and use hashtags to archive post content
DESIGN TEMPLATES
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Flyers
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Postcards
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Snapframes
Social Media Story Template #1
Dimension: 1080 x 1920 px
Social Media Story Template #2
Dimension: 1080 x 1920 px
Social Media Story Template #3
Dimension: 1080 x 1920 px
Social Media Story Template #4
Dimension: 1080 x 1920 px
Social Media Post Template #1
Dimension: 1080 x 1080 px
Social Media Post Template #2
Dimension: 1080 x 1080 px
Social Media Post Template #3
Dimension: 1080 x 1080 px
Social Media Post Template #2
Dimension: 1080 x 1080 px