The University of Cincinnatis

Carl H. Lindner College of Business

Ambassadors
Branding Manual

Updated 2015

Page 1

Table of Contents
Introduction.3
Name...4
Logo........5
Colors......7
Fonts8
Diction..9
Dress Code10
Social Media..12

Updated 2015

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Introduction
Mission Statement and Organizational Goal
"Our goal as the Lindner College of Business Ambassadors shall be
to function as the leading organization in promoting to prospective
students the value and merit of an education from the Carl H. Lindner
College of Business. At its core, Lindner Ambassadors aims to
improve the quality of Lindner College by recruiting passionate and
qualified students who can enhance their own skillsets through the
promotion of Lindners points of pride. "

Methods of Implementation
-

Hosting information sessions

Inviting students to shadow Ambassadors
Reaching out to high school students
Participating in special events

Positioning Statement
The Carl H. Lindner College of Business Ambassador brand is based
off of the prospective student recruitment tactics of the Carl H.
Lindner College of Business. The Carl H. Lindner Ambassador brand
aims at differentiating the experiences prospective students and their
families get at the Carl H. Lindner College of Business by being
professional, modern, and personal.

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Name

The official and formal name of the organization is the Carl H. Lindner
College of Business Ambassadors. The official name of the University of
Cincinnatis college of business is the Carl H. Lindner College of Business.
Including Carl H. Lindner College of Business is crucial for it explicitly
represents our affiliation, representation, and pride of the Carl H. Lindner
College of Business. We are specific to this college and represent its
values and goals. When having interaction with prospective students and
their parents, it is essential to make the best and most impactful
impression, and by being specific to the Carl H. Lindner College of
Business, it will separate our organization and college from other
organizations and schools.

In discussion with current students, faculty, and staff at the University of

Cincinnati, it is appropriate to nickname the organization Lindner
Ambassadors. While in the Carl H. Lindner College of Business, it is even
appropriate to refer to the organization and its members as Ambassadors.

The members of the Carl H. Lindner College of Business Ambassadors

shall be referred to as the Lindner Ambassadors throughout the
University of Cincinnati as a whole. Within the Carl H. Lindner College of
Business, the members of the organization may be referred to simply as
Ambassadors.

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Logo

General

The Carl H. Lindner Ambassador logo is featured above. The full and
proper name of the organization is expressed to show professionalism and
distinction.

The font on the logo is gothic, a modern font that represents the
contemporary and ever-changing business world. LA is an abbreviated
version of the nickname Lindner Ambassadors. The white square
background surrounding LA represents a business card. Business cards
are necessity within the business world and are a representation of
networking and success. The colors of the logo represents the affiliation
with the University of Cincinnatis Carl H. Lindner College of Business and
their colors. The entirety of the logo represents a modern class of business
students showing pride with the University of Cincinnatis Carl H. Lindner
College of Business.

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Logo Uses

The Carl H. Lindner College of Business logo is strictly for use of the Carl
H. Lindner College of Business Ambassadors. It is a direct representation
of the organization as a whole and shall only be used with their discretion.
There may be an occasional exception to this rule, but there shall be a
strict decision process between the members. The logo shall only be used
in affiliation with the Carl H. Lindner College of Business, Carl H. Lindner
College of Business Ambassadors, and the University of Cincinnati.

The logo may be used for any and all Carl H. Lindner Ambassador
marketing and branding tactics. The logo may be used on the following
-

T-shirts, polos, oxfords, and other clothing apparel

Business cards
PowerPoints/Presentations
Banners
Pamphlets
Videos
Websites

Only the Carl H. Lindner College of Business Ambassadors may wear,

distribute, and/or use any of the above marketing tactics. Other marketing
tactics not listing may be worn, distributed, and/or used only if the
organization approves of the article. All marketing tactics must align with
the Carl H. Lindner College of Business Ambassador brand and must
represent the organization with the utmost highest respect.

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Colors
The Carl H. Lindner College of Business Ambassadors follows the color
scheme of the University of Cincinnati along with the Carl H. Lindner
College of Business. The three main colors are as follows

Black/Process Black
C=0 M=0 Y=0 K=100
R=0 G=0 B=0
000000
PMS 186
C=0 m=100 Y=81 K=4
R=224 G=1 B=34
E00122
White/Paper
C=0 M=0 Y=0 K=0
R=255 G=255 B=255
FFFFFF

All visual and tangible aspects of the Carl H. Lindner College of Business
Ambassadors must follow these color guidelines to remain consistent with
the Carl H. Lindner College of Business and the University of Cincinnati.

Accents colors are only permitting on occasion and must be used sparingly.
This is according to Carl H. Lindner College of Business brand manual, the
base and guidelines surrounding all Carl H. Lindner Ambassador branding
tactics. Appropriate times for accent colors are in cases to highlight
important, significant, and relatable topics.

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Fonts General

The fonts acceptable by the University of Cincinnati are Arial, Helvetica,

Verdana, all sans-serif fonts. Graphic elements should be designed with
the University of Cincinnati specific fonts Myriad (sans-serif) and Minion
(serif). Gothic is a Carl H. Lindner College of Business Ambassador
specifically used font. It aligns with the sans-serif fonts used by the
University and Carl H. Lindner College of Business, but is just different
enough to give the Carl H. Lindner College of Business Ambassadors our
own style and branding tactic. The gothic font along with all of the other
sans-serif fonts represent modern typography, especially within business.
These fonts represent professionalism, the modern business world, and
business potential found within the Carl H. Lindner College of Business
students.

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Diction

Language is crucial in maintaining a branding during the college recruiting

process. While giving presentations and hosting open houses,
Ambassadors must have consistent diction and terminology in order to be
as consistent and effective as possible.

Appropriate and favorable diction incudes the following

-

Passion
Co-op
Opportunities
Cincinnati
Professionalism
PACE
Involvement
Experience
Engaging
Proudly Lindner
Difference
Impact
Innovative
Strategy

Inappropriate and unfavorable diction includes the following

-

Difficult
Cumbersome
Restricted
Delayed
Unavailable
Biased
Cannot/cant
Limited

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Dress Code

As the face of the Carl H. Lindner College of Business, the Lindner

Ambassadors must follow a strict dress code while facing prospective
students, their families, and other audiences in order to present the most
professional and appropriate image.

Weekly Presentations
During the weekly presentations, the Carl H. Lindner College of Business
Ambassadors must wear their red polo or red oxford shirt with appropriate
slacks (black or khaki), pencil skirt (females only), and business
appropriate shoes. This is known as Ambassador Bearcat casual for it is
business casual wearing the University of Cincinnatis colors with
appropriate Carl H. Lindner Ambassador attire.

Open Houses
For presentations during open houses, Carl H. Lindner College of Business
Ambassadors must wear Ambassador Bearcat Casual unless otherwise
specified.

Special Events
The Carl H. Lindner College of Business Ambassadors as expected to wear
Ambassador Bearcat casual to all special events unless otherwise
specified. In some certain cases, Bearcat Casual may be acceptable.
Bearcat casual is business casual (slacks, skirt, polo, button-up, blouse,
dress shoes, etc.) in red, black, and white (the University of Cincinnatis
colors). Bearcat Casual is not directly affiliated with the Carl H. Lindner
College of Business, but can be appropriate for certain events when the
Carl H. Lindner College of Business Ambassador name might not be

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appropriate for said event. The correct attire will be determined before the
special event.

Bearcat Professional
Bearcat Professional is business professional in red, black, and white.
Appropriate attire includes slacks, skirt, button-up shirt, blouse, business
appropriate dress, and suit jacket. The colors must be as close to the
University of Cincinnatis colors as possible. There will be no Carl H.
Lindner College of Business College of Business Ambassador branded
attire. This dress code fits the brand of the Carl H. Lindner College of
Business Ambassadors for it presents a very business professional image
with the pride of the University of Cincinnati, and ultimately, the Carl H.
Lindner College of Business.

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Social Media
Social media is a great and effective tool to aid with the recruitment of the
Carl H. Lindner College of Business, but it must be closely monitored and
used in an appropriate manner.

Twitter
The Twitter handle for the Carl H. Lindner College of Business should be
@LCB_Ambassadors. This mirrors the Carl H. Lindner College of
Businesss Twitter handle, representing the relationship between the
college and organization. This account should be used for promotion of the
Carl H. Lindner College of Business, what the Lindner Ambassadors are
doing as individuals and an organization, and to promote the University of
Cincinnati as a whole. There should be at least weekly updates of what the
organization and its members are doing as a whole. Examples of this are
congratulations tweets, member Mondays, fun facts, and etcetera.
Facebook
The Carl H. Lindner College of Business Ambassadors Facebook should
be geared toward prospective students, but should still accommodate
prospective students parents, current students, staff members, and
University of Cincinnati students, and other individuals who want to gain
more information on the organization and school. This social media site
should be used to highlight what the Lindner Ambassadors and the college
are doing including posts, videos, and pictures.
Other
All social media accounts must pertain to the Carl H. Lindner College of
Business, the Carl H. Lindner College of Business Ambassadors, and the
University of Cincinnati. The social media pages may also be used to
highlight large events going on within Cincinnati that are pertinent to the
Carl H. Lindner College of Business and the Carl H. Lindner College of
Business Ambassadors.

Updated 2015

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