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Home > University Communications and Marketing > Brand Center

Brand Center

One brand, one story. From design to our voice, this site provides tools, guidelines and resources for you — the University ambassadors. Our collective efforts build the Chaminade brand, and our team is always available to help.

Why Our Brand Matters

We are Chaminade. Student-focused. Community-centered. Innovative, relevant and modern.

We are world-class, with a host of leading academic programs — all geared toward helping tomorrow’s leaders thrive in a supportive academic community. And we are service-oriented, all of us — everyday — taking on big problems and small ones to make the world a better place.

Our brand is strong because we are proud of who we are. So our brand guidelines reflect our shared values, our sense of place, our major accomplishments and our ambitious goals. They underscore our common direction. And they’re alive — subject to grow and change as our institution does. Brand guidelines come into play at every public touchpoint in every department.

Brand Guidelines

Our Voice

Chaminade communications should reflect the vitality, achievements and aspirations of our thriving, historically-rich institution. That’s why our brand voice is direct, motivational and inclusive — celebrating the diversity of our current students, our prospective ones and our broader community.

Descriptors that exemplify our brand voice:

Student-centered
Innovative
Relevant
Dynamic
Service-oriented
Entrepreneurial
Energetic
Forward-thinking
Supportive
Inclusive

AP Style

We adhere to the industry standard Associate Press Style in all our written communications.
AP Stylebook >>

Diacritics

Hawaiian language diacritical marks are a key part of our print communications. Because diacritics can, unfortunately, affect our web searchability and usability, we limit our diacritics usage to print products only.
Hawaiian Electronic Library >>


Visual Identity

Telling our story visually. Our design elements promote the history and breadth of Chaminade University, and provide a set of creative tools to help convey our unique personality.

Chaminade University Logo

Chaminade Logo

All official communications should include our distinctive logo, which bears a campus landmark — Mystical Rose Oratory — and evokes our institution’s rich Marianist, Catholic tradition of educating the whole person. The logo serves as our signature, carrying our brand’s full weight and seal of quality.

Never attempt to recreate or alter the Chaminade logo — use the official version.

Chaminade Blue should be considered the go-to version. Use of the monotone versions — black lettering and white fill or white lettering and black fill — is permissible if the default Chaminade Blue version is impractical for printing or other purposes.

The oratory graphic can be displayed above “Chaminade University of Honolulu” or beside it. “Chaminade University” should be in upper and lower case letters, while “of Honolulu” should be capitalized.

Sub-Brand Logos

Chaminade Logo

Chaminade is home to a broad range of university departments, divisions and offices. To promote these units in a way that dovetails with our overall style guidelines, we’ve created sub-brand logos. Sub-brand logos highlight a specific program at Chaminade.

Sub-brand logos include the name of a specific unit — such as “Office of the President” — and come in two orientations: centered or horizontal.

A black version and a white version (for dark backgrounds) are permissible, but otherwise sub-brand logos should not deviate from the brand look provided.

To request a sub-brand logo or for questions, contact University Communications and Marketing.

Official Seal

Chaminade Seal

The Chaminade seal is reserved for formal and ceremonial documents in which the institution’s history, impact in the community and influence in academia play a central role. Documents that bear the seal include diplomas, certificates, the university’s highest awards and transcripts.

The seal bears the institution’s full name, “Chaminade University of Honolulu,” and the year it was founded (1955). In the middle of the seal sits a flaming sword and the words, “Vita in verbo” — “Life in the word.” The seal represents Chaminade’s commitment to educate the whole person, helping students develop as both critical thinkers and as caring and ethical citizens in society.

When used, the seal should not be altered in any way.

Athletic Logo

Silversword Logo

At Chaminade, we’re incredibly proud of our student-athletes across 10 NCAA athletic teams.

That’s why we created the athletics-specific Chaminade logo, an insignia for use on athletics communications that will reach students, parents, stakeholders and the broader community. The athletics logo bears a Silversword and includes the wording, “Chaminade University Silverswords.”

The athletics logo is not the official logo, however, and shouldn’t be used to represent Chaminade as a whole.

Silversword Plant

At Chaminade, we’re incredibly proud of our student-athletes across 10 NCAA athletic teams.

That’s why we created the athletics-specific Chaminade logo, an insignia for use on athletics communications that will reach students, parents, stakeholders and the broader community. The athletics logo bears a Silversword and includes the wording, “Chaminade University Silverswords.”

The athletics logo is not the official logo, however, and shouldn’t be used to represent Chaminade as a whole.

You might ask yourself, why does a color matter to our brand? It’s simple: As much as words and lettering, colors are central to brand recognition. (Think Target red, Home Depot orange or UPS brown.) At Chaminade, our primary color palette — the go-to colors for branded communications: Chaminade Blue, Quicksilver Gray, Moonlight and Chaminade Rich Black. Chaminade Blue, of course, is our most recognizable color. But all of our primary colors are bold and are meant to represent the very best of Chaminade, our sense of place and dedication to service.

Chaminade Blue
Pantone 286 C
C100 M75 Y0 K0
R14 G32 B164
#0E20A4

Moonlight
Pantone 2758 C
C100 M95 Y5 K39
R9 G16 B88
#091058

Quicksilver Gray
Pantone Cool Gray 1 CP
C4 M2 Y4 K8
R217 G217 B214
#D9D9D6

Chaminade Rich Black
Pantone Black 6 C
C100 M79 Y44 K93
R16 G21 B32
#101820

Secondary Colors

Our secondary colors are designed to serve as accents. Use Chaminade’s secondary color palette sparingly and never without first incorporating our primary colors.

Tropical Violet
Pantone 513 C
C53 M99 Y0 K0
R147 G50 B142
#93328E

Sunkissed Orange
Pantone 152 C
C0 M66 Y100 K0
R229 G114 B0
#E57200

Seafoam Turquoise
Pantone 7471 C
C48 M0 Y22 K0
R173 G255 B236
#ADFFEC

Sky Cyan
Process Cyan C
C100 M0 Y0 K0
R0 G159 B223
#009FDF

Our brand voice is bold, clear and approachable. The typography we use in communications is, too.

To ensure our words are effective, we’ve chosen two primary typefaces for Chaminade marketing campaigns — a serif and a sans serif. These typefaces are flexible and offer a wide range of iterations.

Our sans serif font is Avenir Next, which is deployable across a spectrum, from ultra heavy to ultra light options. Avenir Next is best described as accessible and modern. It exemplifies our conversational voice.

Our serif font — ITC Caslon — is classic, timeless and refined. It evokes Chaminade’s rich tradition, strong standing in the community and service-oriented mission that’s inspired generations of students.

Together, these typefaces bring together present and future — positioning Chaminade as both a venerated institution and as a central hub for innovation, forward thinking, creativity and student growth.

Photo and video example

Chaminade is dynamic, diverse, innovative and mission-driven institution. Photography and videography for branded materials should reflect those values, conveying not only a sense of place, but a sense of wonder, intrigue, excitement and possibility.

Brand images can include portraits, candid action shots or wide landscape shots. Avoid cold, staged imagery.

The best rule of thumb for branded images: They should make viewers feel as if they are there — in that moment, in that classroom or lab, in that grassy field or that hiking trail. Consider cropping to refine an image.

Looking for a great photo for your brand communications? Reach out to the university’s Marketing team. Photography and videography services are available along with referrals to recommended community partners.


Resources, Templates and Downloads

It’s all in one place.  Here are some templates and assets to help get you started.

Download Blue, Centered Logo >>
Download Blue, Left-Justified Logo >>

Our branding extends to all modes of communications, including how we interact with our stakeholders — from students to parents to community members — over the phone. Even in the Digital Age, communicating on the phone effectively and professionally is essential to reinforce our image as a university that’s accessible, well-managed and that embodies aloha.

Phone greetings, phone endings and voicemail examples >>

  1. Click here to open email template >>
  2. Click “Use” on the bottom left corner.
  3. Edit email template.
  4. Copy email signature and paste into your email client.

For additional assistance, refer to the links below or call us at (808) 739-8386
Editing Your Email Signature on Gmail
Editing Your Email Signature on Outlook

  1. While logged into your chaminade.edu Google account, go your Google Drive
  2. Click the “+ New” button, located in the top left corner
  3. Hover over the Google Docs arrow (>), then choose “From a Template”
  4. Make sure the “Chaminade University of Honolulu” tab is selected (it will be blue)
  5. Under the “Letters” category, choose the “Chaminade University – General Letterhead”
  6. Replace letter copy (in black) with your own

The document will be located in your Google Drive. Please do not move the Chaminade University header and footer.

  1. Go to Google Slides Template Gallery, Click Here >>
  2. Click on “Chaminade University Google Slides 2020 ”
  3. Add text to the Google Slide presentation

Please do not move the headers and footers on the slides.

Chaminade Backgrounds >>

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