FSC Red
CMYK: 16, 100, 86, 6
RGB: 193, 0. 42
hex: c1002a
Pantone: PMS 200C
Brand Guidelines
The Florida Southern College Brand and Messaging Guide establishes the official framework
for how we present and communicate who we are, both visually and verbally. These standards
ensure that every message, design, and interaction accurately reflects the College’s
history, values, and mission. All College offices and departments are expected to
follow these standards to maintain a unified, professional, and meaningful brand presence
across all platforms. Explore the complete brand and messaging standards for the College
and its affiliates.
College Logos
The Florida Southern College logo is more than just a mark; it is a symbol of our shared story and values. To keep our brand consistent and strong, any variations of the approved logos marks, and seals, including changes to color, background, or application, must be approved by the Office of Marketing and Communications before use.
The Florida Southern College logo and its approved variations are finalized artwork and must always be used as provided, without recreation or redesign. This includes: altering typefaces, replacing or adding graphic elements, adjusting the scale or proportions of the logo, and making any other changes.
The independent Chapel Mark is intended for use only within the College campus. It may appear on campus shuttles, facilities, and other internal applications. Because of its limited and specialized function, any use of the independent Chapel Mark must be approved in advance by the Office of Marketing and Communications.
The Short Form Logo may be used in small-scale applications on print materials, provided that either the Primary or Secondary Logo is also present.
College Seal
The Florida Southern College Seal is an official mark of the institution and is reserved for formal and ceremonial purposes only. Appropriate uses include diplomas, transcripts, formal certificates, and select presidential, trustee-level, or Academic Affairs communications.
The Seal should not be used in general marketing materials or any informal applications.
Official Chapel Mark Departmental Logos
To preserve a clear and consistent College identity, departments should use only the approved logo formats shown on this page.
For Academic Schools Only: The Chapel Mark School logos may be used only in informal or secondary applications—such as smaller-scale print materials or merchandise—but it must never replace the official seal logos in academic or formal contexts.
Official Academic Seal Logos
For Florida Southern College Academic Affairs and Schools, the official departmental logo is used in combination with the College Seal and will serve as the primary logo.
The Seal Standard and Seal Stacked logos may not be smaller than 2.5” in width. Neither logo has a maximum size.
Logo Variations
To allow for broad and flexible use, all official logo or mark compositions are available, per request, in four variations: one-color red, one-color black, grayscale and reverse knockout (white).
The reverse (knockout) logo should be applied on color or photographic backgrounds, ensuring sufficient contrast for clear visibility.
The black logo is intended for one-color printing applications.
For additional best practices on using our logos, marks, and seal to support our brand, please refer to the Brand and Messaging Guide.
Download Branding Assets
You must have a valid Florida Southern College login and password to download artwork and templates from the FSC Portal.
Color Palette
The Florida Southern College color palette is organized into three levels: Primary, Secondary, and Tertiary.
Primary Colors
FSC Red is the defining color of the brand and must be prominently featured in all designs, unless otherwise approved by the Office of Marketing and Communications. Primary colors should remain the most dominant in every application.
White
CMYK: 0, 0, 0, 0
RGB: 255, 255, 255
hex: ffffff
Secondary Colors
Secondary colors are intended to complement the Primary palette. In select cases, they may appear more prominently; however, FSC Red must still be incorporated unless prior approval is granted.
Esplanade Beige
CMYK: 4, 7, 18, 0
RGB: 245, 233, 210
hex: f5e9d2
Medium Gray
CMYK: 30, 24, 24, 0
RGB: 181, 180, 81
hex: b5b4b5
Light Gray
CMYK: 0, 0, 0, 8
RGB: 234, 234, 234
hex: eaeaea
Tertiary Colors
Tertiary colors should be used sparingly. Their purpose is to enhance visual design through accents and subtle layers of visual interest, without overshadowing the Primary or Secondary palettes.
Dark Gray
CMYK: 3, 0, 1, 55
RGB: 112, 115, 114
hex: 707372
Sky Blue
CMYK: 23, 7, 0, 8
RGB: 181, 219, 235
hex: b5dbeb
Dark Brown
CMYK: 47, 68, 85, 57
RGB: 79, 51, 28
hex: 4f331c
Clay
CMYK: 24, 39, 62, 1
RGB: 196, 154, 111
hex: c49a6f
Do not modify the colors, including their transparency or saturation.
Typography
Florida Southern College’s primary typefaces for all print and digital marketing collateral are Sabon and Proxima Nova. Sabon should be used for headlines and titles, while Proxima Nova should be used for body text.
Please note: If approved fonts are unavailable, a simple serif or sans serif font is acceptable. Preferred simple serif fonts: Times New Roman, Georgia, Cambria. Preferred sans serif fonts: Calibri, Arial, Helvetica.
For additional best practices on using our brand colors and typography to support a consistent visual identity, please refer to the Brand and Messaging Guide.
Messaging
Florida Southern College’s brand messaging is grounded in our vision, mission, and values, supported by consistent use of institutional names, affiliates, and campus landmarks. Editorial and style standards, along with public relations and media communication guidelines, ensure a unified and authentic voice across all platforms.
Vision
To be nationally distinguished for the exceptional outcomes of our transformative model of engaged learning, producing graduates prepared to thrive personally and professionally in a global society. Through sustained affiliation with The United Methodist Church and situated on the iconic Frank Lloyd Wright campus, the College will continue to be grounded in Judeo-Christian ethical principles and inspired by visionary innovation.
Mission
To equip students to lead lives of positive and consequential impact on society through dynamic, engaged learning in our iconic setting and beyond.
Our Cornerstone Values
Florida Southern seeks to create and nurture a community of lifelong scholars who hold one another accountable to the high ideals, vision, and mission of the College. Built upon the Judeo-Christian principles on which our College was founded, a Florida Southern Scholar will:
- Practice personal integrity and excellence of character in all areas, expecting the same from others.
- Honor the dignity, value, and worth of all persons while learning from the differences in others’ backgrounds, heritage, ideas, thoughts, and opinions.
- Respect the rights and property of others.
- Demonstrate concern for others and our collective need for conditions that promote personal growth and success.
- Contribute to the rich heritage left by those who have preceded us and work to leave the College a better place for those who follow.
Institutional Names and References
- Florida Southern College should always be written in full on first reference.
- On subsequent references, you may use FSC.
- In internal and external communications, “the College” is preferred as a second reference and should be capitalized only when referring specifically to Florida Southern as a proper noun.
- “Florida Southern” may be used in informal or internal communications such as social media captions.
- Do not use “Fla. Southern,” “F.S.C.,” or any abbreviation other than FSC
Schools and Programs
All schools and programs should use the full name and capitalization on first reference.
The Barney Barnett School of Business and Free Enterprise
- Acceptable on second reference: the School of Business and Free Enterprise, the School of Business, the business school.
- Do not shorten to Barnett School, Barnett Business School, or any other variation.
Doctor of Physical Therapy Program
- Acceptable on second reference: the DPT program or the physical therapy program.
The Ann Blanton Edwards School of Nursing and Health Sciences
- Acceptable on second reference: the School of Nursing and Health Sciences.
The School of Architecture, School of Arts and Sciences, and School of Education should always be written in full.
Affiliates
Florida Southern College has two formal affiliates.
- The Ashley Gibson Barnett Museum of Art should be written in full on first reference. “The AGB” or “the Museum” are both acceptable on second reference. When the Museum is referred to as The AGB, the word The is always capitalized.
- The Roberts Academy should always be written in full and never shortened to “Roberts,” “Academy,” or “The Academy.” Always capitalize the word The when referencing The Roberts Academy.
Frank Lloyd Wright Campus and Architectural References
- Use Frank Lloyd Wright Campus on first reference; capitalize all words and never pluralize.
- Acceptable second references: the Wright Campus or Wright-designed buildings.
- Avoid casual forms such as “the Wright buildings” or “Wright architecture at FSC.”
- Capitalize and spell out full building names on first reference (e.g., Annie Pfeiffer Chapel, Danforth Chapel, Water Dome).
- On second reference, “the Chapel,” is acceptable when context is clear.
- Use phrasing such as “designed by Frank Lloyd Wright” or “part of the Frank Lloyd Wright Campus at Florida Southern College.” Avoid possessive forms like “Frank Lloyd Wright’s Florida Southern College.”
- The Frank Lloyd Wright Campus is a National Historic Landmark and a defining feature of the College’s identity. An example of approved phrasing includes: Florida Southern College’s Frank Lloyd Wright Campus, designated a National Historic Landmark in 2012, features the largest collection of Wright-designed structures in a single location.
- For photography, video, or written descriptions, consult the Office of Marketing and Communications to ensure brand and historical accuracy.
Editorial
For official public relations communications, Florida Southern College follows Associated Press (AP) style because it provides a clear, consistent, and widely recognized standard for news and media writing. Using AP style ensures that all College communications align with professional journalism practices and are easily understood by external audiences, including reporters, editors, and the public.
Writers and communicators across the College are encouraged to consult the AP Stylebook for general rules, and this guide for Florida Southern-specific applications.
When referencing alumni, always include their class year immediately following their name, using an apostrophe before the year. For example: Jane Smith ’12. If referring to multiple alumni, separate names and years with commas: John Adams ’08, Mary Thomas ’10, and Robert Lewis ’15.
When noting graduate degrees, list them after the class year, separated by a comma and abbreviated according to AP style conventions. For example: Lisa Perez ’09, MBA ’14 or Michael Brown ’11, DPT ’15.
Voice, Tone, and Messaging Principles
- Communicate with clarity, warmth, and authenticity.
- Use active voice and positive, engaging language.
- Keep messages concise and focused on the audience.
- Reflect the College’s core strengths: academic excellence, innovation, student success, engaged learning, leadership, community connection, and our iconic and historic setting.
For additional best practices, including media relations, emergency communications, and public relations, please refer to the Brand and Messaging Guide.
Business Collateral
Consistent, professional communication materials help reinforce the College’s brand across every interaction. From email signatures and PowerPoint presentations to letter templates and official documents, following the College’s business collateral guidelines ensures a cohesive and credible presence.
For additional business collateral, including name tags, business cards, stationery, and more, contact the Office of Business Affairs.
Email Signature
A standardized signature helps recipients quickly recognize official communications, reinforces the College’s brand identity, and builds trust with both internal and external audiences.
- Place individual details (e.g., business hours, availability, or contact information) in the body of the email rather than in the signature block.
- Use black text only.
- If approved fonts are unavailable, use a simple serif or sans serif font: Serif: Times New Roman, Georgia, Cambria. Sans serif: Calibri, Arial, Helvetica
- The College logo is optional but encouraged for brand consistency; however, do not use logos in mobile email signatures as images won’t display correctly and may appear as attachments.
For example purposes only, please visit the Portal for an editable version of this template.
For additional best practices on creating business collateral, including business cards, presentations, and stationery, and to view available templates, please refer to the Brand and Messaging Guide.
Affiliate and Athletics Guides
Start With Who We Are
Every message we share reflects the College's mission, vision, and cornerstone values. Get to know the foundation behind the FSC brand.
