Late Night La Salle Brand Guide

Late Night La Salle Brand & Social Media Style Guide. Created April 2023.
About Late Night La Salle (LNL) is an event series held every Friday and Saturday through the academic year, typically from 8 to 10 p.m. These programs, hosted by the Campus Activities Center, are free of charge and open to all La Salle students. Occasionally, Late Night La Salle collaborates with other campus departments or student organizations for programs such as the twice yearly Involvement Fair with the Career Center, After Show S’mores with the Masque (pictured top right), and Bingo Night with the La Salle Ambassadors (pictured bottom right). Our mission is to provide student with on-campus weekend activities through a range of activities wide enough that all students see at least one Late Night La Salle program each semester that interests them. To the right of the text, there are two photo featuring La Salle students at a bonfire event and a bingo event.
Typography Bebas Neue Pro Bebas Neue is used in Late Night La Salle’s logo, so using it for titles or date and location information on event flyers and social media graphics connects back to it. Since this font is thin and tight, even at thicker weights, it is used sparingly, often with the tracking set higher than the default, and only on short chunks of text to keep designs accessible. Roboto Roboto is the alternative sans serif font for longer texts and captions that don’t need to stand out as prominently such as event descriptions. Any weight of Roboto may be used, though it typically appears at its regular weight. Roboto Serif and Roboto Slab Serif may also be used where the designer sees fit. Lora Lora is a simply serif option for a more formal or official feel. Since LNL designers are typically digital arts students, they are encouraged to explore typographic design options and should view these font picks not as a strict requirement but as a default or starting point for brain storming.
Colors As a brand associated with nighttime (it’s in the name and everything!) as well as a subdivision of a larger entity, LNL uses La Salle Blue #003356, Explorer Gold #FFCE00, and variation of black, white and gray as its main colors. Given the variety of themes in the 50+ programs LNL hosts each year, it is necessary to use an extensive color palette. These accent colors give LNL designers flexibility so as to avoid repetitive designs that cause the audience to glaze over posts in their social media feeds or make program indistinguishable from each other. All colors can be found in La Salle University’s brand standard manual as of July 2021.
Signage. Each program is advertised with physical 8.5 by 11 inch flyers posted around campus and digital 1080 by 1080px versions posted on @latenightlsu’s main feed with a one or two sentence caption that relates to the program but does not restate the information. If needed, additional information not present on the flyer may be included in the caption, Occasionally, for larger-scale programs, physical flyers are optimized for printing on 11 by 17 inch and 24 by 36 inch signs, and for 1080 by 1920px Instagram Story graphics to put the program back on students’ feeds. To the right of the text, there are examples of a physical flyer and digital flyer for a Bingo Night and an Everyone's Birthday cupcake event.
Voice. Late Night La Salle’s target audience is undergraduate students, generally ages 18 to 22, both campus residents and commuter students. Captions on flyers and social media should feel enthusiastic and welcoming. Emojis may be used to draw attention to the caption but should not be overused. The same goes for slang, which is welcome when relevant but should not make the message become indecipherable. Below the text are examples of Instagram post captions. Flyer advertising a Cider & Donuts event: @LateNightLSU Haven't gotten enough of fall yet? Neither have we! Join us for cider and donuts this Saturday. Flyer advertising an ice cream event: @LateNightLSU [ice cream cone emoji] The hottest days of the year may be over, but it's never a bad Saturday to come chill with us in the Union Food Court [ice cream cone emoji] Photos from a Stuff-a-Bear event: @LateNightLSU [camera flashing emoji] Snapshot from Friday when La Salle Students made new friends (human and plush!) at our Stuff-a-Bear event. Photos from an involvement fair: @LateNightLSU [star emoji] New semester, new opportunities to get involved [star emoji] If you missed today's Involvement Fair, don't fret! You can go on Presence to see what our student orgs have to offer, or you can find on-campus job and volunteer opportunities by getting in touch with the Career Center.
Mario Kart Tournament When designing flyers for programs involving an outside brand, designs should acknowledge the other brand’s style while keeping it clear that the flyer is for a Late Night La Salle event. For example, this flyer for a Mario Kart tournament uses assets from the video game with all credits to Nintendo while prominently displaying the Late Night La Salle Logo and using the Bebas Neue font to make it recognizable as a Late Night La Salle program.
Late Night La Salle @ The Philadelphia Flyers This page shows an example of an Instagram story, two in-feed Instagram posts, and a physical flyer used to advertise La Salle Night at a Philadelphia Flyers game.
Upcoming Events This page shows the physical flyer used to advertise the Late Night La Salle events for the first half of the spring semester, and the same flyer adapted as a carousel post for Instagram.
All assets in this style guide were created by Late Night La Salle student staff, are under an open license, or were used solely to promote free events, with the exception of the La Salle Night @ The Philadelphia Flyers event promotion for which all assets were used with permission. Page 1: Late Night La Salle Brand & Social Media Style Guide Late Night La Salle logo designed by Leo Manning Page 2: About Event Photographs by Ben Ace Page 3: Typography The Bebas Neue (Pro) and Lora font families are free to use under the Open Font License The Roboto font families are free to use under the Apache License, Version 2.0 Page 5: Voice All photos, Instagram flyers, and captions by Ben Ace Page 6: Signage All 8.5 x 11in and 1080 x 1080px flyers and illustrations by Ben Ace Page 7: Mario Kart Tournament Image of Mario and Bowser owned by Nintendo Background image edited to expand across the 8.5 x 11in. area from a screencap of the loading screen in Mario Kart 8 owned by Nintendo Image of starting line banner from a screencap of Mario Circuit 4 in Mario Kart 8 Deluxe owned by Nintendo Event flyer designs by Ben Ace as speculative work Page 8: La Salle Night @ The Philadelphia Flyers All photographs and the Flyers logo belong to The Philadelphia Flyers Mock-up of co-branded Flyers La Salle puck provided by Flyers Marketing Event Flyer, Instagram graphics by Ben Ace Page 9: Upcoming Events Flyer and Instagram carousel post by Ben Ace Image of Mario owned by Nintendo Background image by Ben Ace All other illustrations found on Freepik and Pixabay

For the Campus Activities Center of La Salle University

About Late Night La Salle

Late Night La Salle (LNL) is a twice-weekly event series featuring free on-campus programming open to the whole campus. Whether collaborating with campus partners such as the Career Center and La Salle Ambassadors or external partners like the Philly Goat Project and the Philadelphia Flyers, LNL’s mission is to help foster La Salle University’s proudly self-proclaimed “tight-knit” campus by offering as many free and discounted ways for students to connect with each other.

Brand Design Work

As a graphic designer and student worker for the Campus Activities Center, I spent my senior year leading LNL’s brand refresh. The 2022-23 academic year was the first “normal” year after the pandemic forced remote instruction, so we needed to figure out what kind of physical and digital signage would encourage students to get involved around campus after two years of remote classes and limitations on social gatherings.

We focused on updating flyers around campus every week, uploading digital versions of the flyers to Instagram, and posting photos from the previous weekend’s events to put faces to the events and break up the “advertisement” feel to LNL’s profile.

Skills

Tools