Visual Identity

Greenville Technical College’s visual identity style guide provides a framework to ensure the consistent use of our identifying elements:

• College name
• College logo (Level 1-6)
• Brand theme
• Fonts
• Colors

The value of such graphic elements to immediately identify the college is realized only when they are used throughout the communications program and when the design integrity is protected through exact specifications and consistent application.

The complete college name — “Greenville Technical College” should be used when addressing local, regional and national audiences.

The name “GTC” may also be used in appropriate situations but the first mention of the college should always be the full name, Greenville Technical College. The name “Greenville Tech” can be used in special circumstances, but the guidelines above should take precedence where possible.

The college has five campuses which should be referred to as

• Greenville Technical College’s Barton Campus
• Greenville Technical College’s Brashier Campus
• Greenville Technical College’s Benson Campus
• Greenville Technical College’s Northwest Campus
• Greenville Technical College’s Center for Manufacturing Innovation

The Brashier, Benson, Northwest and CMI campuses may also be referred to as satellite campuses. Do not refer to them as branch campuses.

Marketing and Communications is responsible for creating and approving logos, marks and lockups used under the college brand. If you have any questions about levels or logos, please reach out to Marketing and Communications. The term "mark" is used to distinguish the college logo from the logos of specific programs, departments etc. The term “lockup” more specifically describes any logo created with departmental or other school related title added to the main college logo.

Logo Guidelines: Level 1

The Greenville Technical College logo is the central element in the institutional identification program.

ALL LOGOS MUST BE UTILIZED IN THE EXACT VERSIONS AS ORIGINALLY DESIGNED.

The elements of the logo may not be redrawn, reset, rearranged, or scanned. The logo may never be altered in any way, nor should the size relationship ever be changed.

Use

The college logo comes in full-color, reversed on light backgrounds, reversed on dark background and one-color versions. Refer to the chart for approved variations and examples of color pairings—recommendations for logo-background combinations that offer optimal visibility and contrast.

The logo should be used whenever it is appropriate to visually identify the college. Exceptions must be approved by Marketing and Communications. The logo also may be used for merchandising or promotional items. Correct use of the logo is shown above.

Digital files for the logo are available on the Marketing and Communications Resources4me page.

Placement of the Greenville Technical College Logo

The logo must appear on the front or back of all publications and printed materials, all titles for films, videotapes and presentations, all official signage and certain college vehicles. The Greenville Technical College logo should also appear in the return address if applicable.

The Greenville Technical College logo should be dominant in placement and/or scale to any other subordinate logos. When including one or more logos with the Greenville Technical College logo, no logo should be larger than the Greenville Technical College logo and all should have at least one-half inch between them.

Scale of the Greenville Technical College Logo

The Greenville Technical College logo should be scaled proportionately as one unit.

The Greenville Tech logo should never be reduced to a size that is too small to read easily. The minimum approved height of the mark is 0.75 inches except on certain promotional items or as designated by Marketing and Communications.

Colors

The authorized colors of the Greenville Technical College logo are:

• Full color
  •  Smart Green ( For use on light/white background)
    • PRINT MATCHING: PMS 2250 C | C-72, M-0, Y-65, K-0 | R-0, G-180, B-118 | Hex #00B476
    • *WEB: Hex #00AA73, R-0, G-170, B-115
  •  Energy Green ( For use on dark background)
    • PRINT MATCHING: PMS 7479 C | C-65, M-0, Y-65, K-0 | R-34, G-280, B-129 | Hex #22D081
    • **WEB: Hex #19C882, R-25, G-200, B-130
  •  Base Navy
    • PRINT MATCHING: PMS 539 C | C-100, M-75, Y-40, K-40 | R-1, G-39, B-62 | Hex #01273E
    • *** WEB: Hex #192D41, R-25, G-45, B-65
• One-color: Black, Smart Green, White

For details and additional accent colors, see the Color Guidelines section.

*This color is only acceptable and AA compliant for use as digital text at 18pt (24px) or higher.
**This color is only acceptable and AA compliant on a dark color in digital text at 14pt (18.5 px) or higher.
***This color is acceptable and AAA compliant for use in digital small text at 14pt (18.5 px) or higher.

Typography

Greenville Technical College’s logo is set in Aeonik font.

The font families used for official marketing projects are the custom font, GTC Aeonik and Adobe font, Zuume. Acceptable substitutions for communications developed by other departments to be used to market college programs and services are Arial, Segoe UI and Franklin Gothic Condensed which are found on most college computers.

Usage that Must Be Approved and/or Designed by Marketing

The logos indicated are the approved college logos for Greenville Technical College. The logo should be used when appropriate on materials related to the college. In rare circumstances the college logo may be alongside another graphics and/or graphic treatments. If this usage is approved by Marketing and Communications, then no graphic should be larger than the Greenville Technical College logo and all graphics should have at least one-half inch between them. In this case, the college logo must adhere to previously stated guidelines and remain intact. The usage must also be approved and/or designed by Marketing and Communications.

Incorrect Usage

The logos shown above are the approved logos for Greenville Technical College. The logos should be used when appropriate on materials related to the college.

1. Do Not Alter the Logo:
   • Do not separate elements that are meant to be together.
   • Do not rotate or tilt the logo
   • Do not rekey, redraw or modify the logo
2. Color Restrictions:
   • Do not change the logo's original colors.
   • Do not use colors that haven't been specified in the brand guidelines.
   • Do not place the logo on backgrounds that clash or reduce its readability.
3. Spacing and Placement:
   • Do not crowd the logo with other elements. Maintain the recommended clear space around the logo.
   • Do not place the logo too close to the edge of any medium.
4. Sizing:
   • Do not resize the logo disproportionally.
   • Do not stretch, skew, or distort the logo.
5. Do Not Add Elements:
   • Do not add shadows, gradients, or any other effects unless specified.
   • Do not outline the logo.
   • Do not combine the logo with other graphics without permission.
6. Font & Typography:
   • If the logo includes a specific font, do not change it or replace it with another font.
7. Unapproved Variations:
   • Do not use outdated versions of the logo.
   • Do not create your own variations or derivatives of the logo.
8. Resolution and Quality:
   • Do not use low-resolution or pixelated versions of the logo. • Always use the appropriate file type for the medium (e.g., vector formats for print, PNG or JPEG for web).

Logo Guidelines: Level 2

Departmental, programmatic and other college lockups must adhere to guidelines stated above. If used for external purposes, the college logo must be used intact with the division and/or program name directly beneath in GTC Aeonik font as provided by Marketing and Communications. See example below.

Logo Guidelines: Level 3

Level 3 marks should be rare and represent a broad group of programs and initiatives. It is the preference that the majority of Greenville Technical College’s marks don’t vary in design beyond the guidelines established in levels 1 and 2. However, level three marks may represent either finite initiatives of less than one year and/or institutional initiatives that mandate a dynamic launch period less than one year in length and have an external audience component. These marks may be diverse and incorporate other artwork, yet strongly communicate Greenville Technical College. The college logo must remain intact and brand fonts and brand palette colors only must be used. All marks must be approved and/or created by Marketing and Communications. Initiatives lasting longer than 12 months and/or internal in nature should adhere to Level 2.

Logo Guidelines: Level 4

Level 4 lockups are for non-academic programs, initiatives and events such as college-sponsored employee groups and college-sponsored charity initiatives. This mark must adhere to the college guidelines above. The specific non-academic program, initiative and event name may be directly beneath the 2 in (h) college logo in GTC Aeonik font size 20 or in CCSignLanguage Bold in font size 30 with all caps.

Logo Guidelines: Level 5

Level 5 accommodates third-party logos for college programs or initiatives that require the use of a pre-existing third-party logo.

Logo Guidelines: Level 6

Level 6 accommodates existing marks used to promote areas of the college that are grandfathered in for assured brand recognition. These marks may also encompass college brands that have received executive approval, necessitating a heightened level of distinction within the overarching GTC brand. 

*Please see specific style guide for Greenville Technical College’s Center for Manufacturing Innovation.

Determining Which Logo to Use

Avoid including multiple level 2-6 logos on a single item. Instead, select the logo that effectively represents all entities. If two or more units are jointly represented, utilize the college logo.

Promotional Items Using the College Logo

The quality of any organization is reflected by the quality of its promotional materials. Each year, Greenville Technical College produces hundreds of publications, advertisements, video presentations and other print or visual items. Each is an “ambassador” of the college. It is important that each one appears to be part of the same family by sharing certain graphic elements in common.

Unofficial Use of College Logo

Please contact Marketing and Communications to inquire about using the college logo for a non-college-sponsored activity. The guidelines above should be followed and elements of the logo may not be redrawn, reset, rearranged, or scanned. The logo may never be altered in any way, nor should the size relationship ever be changed. Non-college-sponsored use represents an exception and should be approved by Marketing and Communications.

Reproduction

The logo is available for approved uses from the Marketing and Communications Department. Digital files for the logo are also available on the Marketing and Communications Resources4me page. Graphic elements should not be scanned or reproduced from a previously printed version.

College Seal

The Greenville Technical College Seal is restricted to use by the president’s office. The seal may be used on certificates that are signed by the president or recognize a college-wide award. Use of the seal on other types of certificates must be approved in advance by the president.

Primary colors

The authorized colors of the Greenville Technical College logo are:

• Full color
  •  Smart Green ( For use on light/white background)
    • PRINT MATCHING: PMS 2250 C | C-72, M-0, Y-65, K-0 | R-0, G-180, B-118 | Hex #00B476
    • *WEB: Hex #00AA73, R-0, G-170, B-115
  •  Energy Green ( For use on dark background)
    • PRINT MATCHING: PMS 7479 C | C-65, M-0, Y-65, K-0 | R-34, G-280, B-129 | Hex #22D081
    • **WEB: Hex #19C882, R-25, G-200, B-130
  •  Base Navy
    • PRINT MATCHING: PMS 539 C | C-100, M-75, Y-40, K-40 | R-1, G-39, B-62 | Hex #01273E
    • *** WEB: Hex #192D41, R-25, G-45, B-65
• One-color: Black, Smart Green, White

For details and additional accent colors, see the Color Guidelines section.

*This color is only acceptable and AA compliant for use as digital text at 18pt (24px) or higher.
**This color is only acceptable and AA compliant on a dark color in digital text at 14pt (18.5 px) or higher.
***This color is acceptable and AAA compliant for use in digital small text at 14pt (18.5 px) or higher.

Accent Colors

The college has an expanded accent color palette for usage. Alongside the college's primary colors—Smart Green, Base Navy, and Energy Green—detailed in the "Primary Colors" section above, the following colors are also part of the overarching Greenville Technical College brand:

•  Shadow Green
  • *WEB: Hex #00825F | R-0, G-130, B-95 (Green values that meet digital contrast on white)
•  Aqua
  • PRINT MATCHING: PMS 3242 C | C-40, M-0, Y-25, K-0 | R-113, G-220, B-223 | Hex #71DCDF
  • *WEB: Hex #008291 | R-0, G-130, B-145 (Blue values that meet digital contrast on white)
•  Sunlight Yellow
  • PRINT MATCHING: PMS 127 C | C-5, M-10, Y-80, K-0 | R-243, G-222, B-120 | Hex #F3DD78
  • WEB: Hex #EBD775, R-235, G-215, B-85

*This color is acceptable and AA compliant for use in digital text 14pt (18.5px) and up.

College academic schools may also be represented* by the following colors in promotional materials:

School of Arts & Sciences = PMS 520, RGB 112,53,114
School of Business & Computer Technology = PMS 1575, RGB 252,135,68
School of Health Sciences = PMS 361, RGB 67,175,46
School of Engineering Technology & Professional Studies = PMS 7705, RGB 0,110,151
School of Advanced Manufacturing & Transportation Technology = PMS 7408, RGB 248,191,0

* GTC Colors are green and navy (revisit Level 1 for authorized color details). They are the college’s primary color scheme and must be utilized and remain dominant when incorporating any accent colors for external use.

Stationery is the primary means of establishing Greenville Technical College’s image at the personal level. Letterhead, envelopes, business cards and related items should reflect the same standards of consistency for all college areas, on campus as well as off campus, and should be printed in a quality manner.

All stationery follows a standard format featuring the Greenville Technical College logo as the primary design element for all academic and most administrative units. (See “Special Cases” below.) The name, address and phone number are set in Goudy Old Style font.

Illustrative elements such as drawings of plants, animals, insects or buildings may not be used on stationery items. Elements such as these weaken the consistency of the identity program.

Special Cases

Areas of the college that have an authorized mark may use that mark with approval from the Marketing and Communications Department.

Orders

Stationery may be purchased through the Print Shop. Business cards are ordered by submitting a business card form on Resources4me. This form can be found on Resources4me under Employee Resources>Purchasing.

Personalization

Business cards are the only stationery items that may contain personalized information. Your Greenville Technical College business card is intended to provide college business information only. Illustrative elements such as drawings of plants, animals, insects or buildings may not be used on business cards. Elements such as these weaken the consistency of the identity program. College funds may be used to purchase business cards that follow the approved format only.

Paper

Formal Letterhead and Envelopes— 24 lb. Classic Crest Smooth Writing Informal Letterhead and Envelopes — 20 lb. Avon Brilliant White Business Cards — Mohawk Options, 80 lb. cover, Bright White

These guidelines are to establish consistency in identifying and recognizing the college’s benefactors, while maintaining our brand identity by correctly incorporating logos, typography and style.

Purpose

• Ensure that all named buildings have pictures and plaques. This applies across all campuses.
• Develop a standard for the size of the portraits and plaques. Provide a style template.

Recognition

Plaques are generally ordered to recognize a donation to the Greenville Tech Foundation. The naming of a room, building or lab must be approved by the Area Commission. Donors who wish to include a portrait of an honoree will provide the art. It should be in color, 24” wide x 36” tall, framed to complement the plaque.

Preferred Vendor

Cowart Awards 864-271-9131
Contact:  Erin Hester (erin@awardsthatwork.com) 912 Laurens Road, Greenville, SC  29607

Recommendation for Uniformity

• Solid walnut
• Black brass nameplate with gold engraving Cove edge
• 10.5” x 13”
• Font style – Calibri
• Font size – Name 48 Bold, Copy 28, Date 28

Text

• College Logo [one space] Name [one space]
• Copy: Up to three lines of text conveying achievements and impact to the community and/or college between 35-60 words. [left justified]
• [one space] Dedicated Date