NLC Our Style - V 1.0
NLC Brand Standards
Lineman.EDU
OUR Style VERSION 1.0
TABLE Of Contents
Imagery For Programs & Services
53 55
OUR STORY WE ARE NLC
2 4 5 6
Best Practices For Capturing Industry Imagery
PPE & Safety In Imagery 57 Compliance Checklist - Power & Telecom Training 59 Compliance Checklist - Natural Gas Training 60 Staff Photography 61 Cultural Photography 65 Campus Photography 67 Photography Do’s & Don’ts 69 Cropping 70 Photo Library 71 External Photographer Guidelines 72
MISSION
CORE VALUES
OUR LOGO & SEAL
8
Our Seal
9
Secondary Layouts Seal Clear Space
10 11 12 13 14 15 17 19 21 22 23 24 25 26
Seal Sizing & Grayscale Seal Improper Usage
Seal Proper Usage
Business Cards/ Stationery
WEB PRESENCE
74
Certificates
Our Websites Social Media
75 77
Presentations
Logo
Logo Clear Space & Secondary Layout
APPEARANCE
80
Logo Improper Usage Logo Proper Usage Logo On Truck Doors
Reception Desk Appearance
81 82 83 85 88 89 91 92 93 95
Campus Appearance Interior Guidelines
When To Use The Logo Or Seal
Interior Furniture
Business Casual Guidelines
OUR COLORS
30
Instructor Rain Gear
Our Palette
31 33
Color Schemes
Mobile Training
Training Supervisor
TYPOGRAPHY
36
Pre-Apprentice
Fonts
37
GRADUATIONS AND EVENTS
98
OUR VOICE
40 42 43 44 46
Graduation Standards Rodeo Standards Presentation Booths
99
A Framework For Success If You Confuse, You’ll Lose Implementing Our Voice
102 103
We Are Always NLC
GREETINGS
106
Phone Greeting
107 108
OUR IMAGERY
48
Email Signature & Out Of Office Reply
Educational Photography & Videography
51
REVISED 11/4/2019 © Northwest Lineman College - for internal use only
OUR STORY The history of Northwest Lineman College (NLC) begins in 1991, when two of its three founders— Gerald McKie and Aaron Howell (both Boise State University linework trainers at the time)—realized that a more modern program needed to be developed. They decided the best course of action would be to establish a private linework college, dedicated to providing the finest educational offerings known in the industry. To help realize this endeavor, Howell approached fellow lineman Shane Porter, NLC’s third founder. McKie brought extensive trade and training experience to the table; Howell and Porter also had considerable experience, in addition to degrees in business and engineering, respectively. The three began designing NLC’s Electrical Lineworker Program (ELP)—a modernized, student-focused approach to linework training. After two years of research and development, Northwest Lineman College was founded in April 1993, opening its doors to the first ELP class in August that same year. The new approach was well received, drawing considerable attention from the industry’s best and brightest. In 1997, Alan Drew—a lineman, engineer, and one of the industry’s foremost experts on linework operations and history—joined ranks. Drew contributed immediately, formalizing overall operations of the college, which led to national accreditation in 2000.
Drew also captured the true spirit of NLC in establishing its mission: to provide The Benchmark Standard of Training. In 2006, Mike Hennesey, an NLC alumnus, joined ranks. Mike’s contributions have been significant and include: playing a key role in the opening of our Oroville, CA campus, the development of an on-campus apprenticeship training program, and the establishment of the Utility Training Services Department now known as the Mobile Training Division. His commitment to the benchmark standard of safety and training has been unwavering. Dedication to providing top-notch educational offerings has never waned. NLC now produces safety and training products for the industry, including modern training videos, and continually explores and implements cutting- edge technologies in its program offerings. It also applies sound andragogical methodologies in its design. In 2018, NLC was proudly acquired by Quanta Services, which has provided the opportunity to expand NLC’s offerings to include Natural Gas Distribution, Telecom, and Mobile Training Services. The foundation established so many years ago is stronger now than ever before, and Northwest Lineman College’s commitment to its students and the industry remains unwavering.
OUR STORY 2
TRUSTPASSION INNOVATIVEAMBITIO INTEGRITYBENCHMA FOUNDATION PRESTIGELOYALTY WE ARE NLC Our brand is more than a logo and color palette. It’s the ultimate persona of who we are, who we want to be and who we serve. It encompasses the way we think and operate as well as the way we are experienced internally and externally. Our visual identity embodies everything NLC stands for and influences the look and feel of everything we do. We want our image to reflect the quality of our people and the high level of training and education we provide. We view ourselves as “Harvard” or “Yale” of technical trade schools. It might be tough to comprehend everything that culminates our brand, but this guide will help familiarize you with our core elements and assist you in creating consistent and powerful brand experiences at every opportunity. Throughout these pages are standards for everything from logo and photography, to paint color and furniture designs. While this does not cover everything that makes up our great brand, consider this the starting place and standard. For additional questions about proper brand usage or recommendations for additions to the NLC Style Guide, contact NLC Creative.
WE ARE NLC 4
OUR LOGO & SEAL
MISSION
PASSION Love what you do and have fun
INTEGRITY Do the right thing even when no one is watching
EXCELLENCE Innovate always and be professional
To improve lives, the industries we serve, and the country, Northwest Lineman College will be a dynamic, visionary, and leading international educational institution providing the benchmark standard of human performance, training, and products for the trades that exceed the expectations of customers.
OUR LOGO & SEAL 6 CORE VALUES
5 NORTHWEST LINEMAN COLLEGE
Besides our logo, color is the most recognizable aspect of our brand identity. OUR COLOR Palette NLC has a seal and a logo. They are b th vital y im or ant and should always be the most co sistent components in our communications. our logo & Seal
OUR LOGO & SEAL
OUR SEAL There are two seals for our company. The Northwest Lineman College seal is used for the Idaho and California campuses while the Northwest Lineman Center seal is used for the Texas and Florida campuses. Both seals are used for items and events of elevated official significance. Certificates, presentations, letterheads, business cards, and other printed documents are an appropriate use of the seal because they represent official business and correspondence. See Sharepoint to download the current approved Seal files.
SECONDARY LAYOUTS The seal should be accompanied with“lineman.edu” text at every opportunity. This drives traffic to our website, which is our primary marketing tool and information hub. In special situations, secondary logo layouts can be used, however, this should be as limited as possible. Examples of secondary layouts include the following:
SEAL ALONE The Seal can be used by itself in special formal situations such as on the NLC flag or a table runner.
NORTHWEST LINEMAN COLLEGE
SEAL WITH“NORTHWEST LINEMAN COLLEGE” In special situations where its important the company name be present, the seal can be supported with “Northwest Lineman College,” such as on the homepage of lineman.edu.
The Northwest Lineman College Seal is used for the Idaho and California campuses
The Northwest Lineman Center Seal is used for the Texas and Florida campuses
NORTHWEST LINEMAN COLLEGE
STACKED SEAL In special situations, the seal and company name may need to be presented in a left justified design, such as on the homepage of lineman.edu. In these situations the stacked seal can be used.
Lineman.EDU
Lineman.EDU The width of
N o r t h w e s t LINEMAN COLLEG E
Lineman.edu meets the edge of the gold banner and is set in Rift bold
9 NORTHWEST LINEMAN COLLEGE
OUR LOGO & SEAL 10
OUR LOGO & SEAL
SIZING & GRAYSCALE
CLEAR SPACE To maintain full legibility, never reproduce the seal at widths smaller than 1.25 inch (for print) or 90 pixels (for screen). There is no maximum size limit, but use discretion when sizing the seal. To ensure that clear space is maintained around the seal for legibility and prominence, photos, text and graphic elements must follow the guidelines illustrated here.
Horizontal Lockup
Centered Lockup
SIZING
GRAYSCALE
Clear space at least 50% the height of the seal
Clear space at least 50% the height of the seal
Clear space at least 50% the height of the seal
Clear space at least 50% the height of the seal
Lineman.EDU
No smaller than 1.25” Lineman.EDU
Lineman. edu is spaced one capital“L” letter height away from seal
Lineman.EDU
It is appropriate to show a portion of the seal in your designs as a background element only in black or white, screened at 15%, as long as 50% of the seal is visible. DO NOT screen the full colored seal.
Lineman.edu is spaced one capital“L” letter width away from seal
Lineman.edu text is sized at 40% the height of the seal
Lineman.edu text is sized at 25% the height of the seal
Use either of these versions depending on what visually works best with the layout.
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OUR LOGO & SEAL 12
OUR LOGO & SEAL
SEAL PROPER USAGE The Seal is the most prestigious and official symbol of NLC. It is used in most external facing content and material. Examples include digital and print as well as trade show booths and special signage. Our curriculum and video content also use the seal. More examples of proper seal usage can be found in following pages.
SEAL IMPROPER USAGE The following examples show some potential misuse that must be avoided.
OUR LOGO & SEAL
Proper logo usage
CAREER programs: Electric // Gas // Telecom Lineman.EDU
DO NOT remove elements
DO NOT add elements
DO NOT rotate the logo
northwest Lineman College
DO NOT stretch the logo out of proportion
DO NOT resize the elements of the logo
DO NOT change the fonts of the logo
N O R T H W E S T L I N E C O L L E G E
Lineman.EDU
L I N EM A N C O L L E G E
L I NEMA N C E N T E R
15 NORTHWEST LINEMAN COLLEGE
OUR LOGO & SEAL 16
DO NOT use the old logo with type set in gotham
DO NOT change the logo colors
DO NOT change the spacing
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OUR LOGO & SEAL 14
OUR LOGO & SEAL
OUR SEAL APPLIED TO STATIONERY BUSINESS CARDS Business cards can be ordered on Sharepoint.
LETTERHEAD & ENVELOPES All letterhead and envelopes are pre-printed and available near campus printers.
Your Name Your Title
LINEMAN.EDU
7600 S. Meridian Rd. | Meridian, ID 83642 | lineman.edu
Lineman. EDU
7600S.MeridianRd. Meridian, ID83642
LINEMAN.EDU
LINEMAN.EDU
email@lineman.edu 888-546-3967 mobile XXX-XXX-XXXX fax XXX-XXX-XXXX
#10 Envelope
Street Address City, ST Zip Code
Specifications: • Paper Stock: 70 lb uncoated • Printed in CMYK (see applicable colors on page 31-32)
Specifications: • Paper Stock: 16pt Matte Stock • Printed in CMYK (see applicable colors on page 31-32)
7600SMeridianRd,Meridian, ID83642 • P888.546.3967 • F208-888-4275 • nlc@lineman.edu
Letterhead
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OUR LOGO & SEAL 16
OUR LOGO & SEAL
OUR SEAL ON CERTIFICATES
Lee Clow
Juan Fernandez
Nicole Jones
Josh Luck, President of Strategic Solutions
Seals will always be aligned in the center at the bottom on certificates and do not use tag lines
17 NORTHWEST LINEMAN COLLEGE
OUR LOGO & SEAL 18
OUR LOGO & SEAL
PRESENTATION SLIDES Human beings present messages and ideas. PowerPoint slide decks do not. Slides support the presenter’s message and should do so in an uncluttered and engaging way. These guidelines maintain NLC’s brand when it comes to making engaging and productive presentations. • If the audience can’t see it, don’t put it on a slide. Rather, provide the tables, charts, or spreadsheets as a handout. • Always insert page numbers on slide decks. • Never print and distribute slide decks to trainees or students. • Photos or graphics should occupy at least 50% of the slide. • Text should be limited to no more than three (3) brief bullets. • A “text only” slide can be used when a single brief statement or number is being emphasized.
PRESENTATION SLIDES To ensure a unified look for every presentation, only use the most current Power Point templates. Templates can be downloaded on Sharepoint.
Remember: If you are on the Florida or Texas campus to use the “Center”Template & Seal
Our Business is Education WEARE NLC
Electric Power Services
Electric Power Services • Lorem ipsum dolor sitamet, consectetur adipiscingelit, seddo eiusmodtempor incididuntutlaboreet doloremagnaaliqua. • Lorem ipsum dolor sitamet, consectetur adipiscingelit, seddo eiusmodtempor incididuntutlaboreet doloremagnaaliqua. • Ut enimadminim veniam,quisnostrudexercitation ullamcolaborisnisiutaliquipexeacommodo consequat.Duis auteiruredolor in reprehenderitin • Voluptatevelitessecillumdoloreeufugiatnulla pariatur.Excepteursintoccaecatcupidatatnon proident, suntin culpaquiofficiadeseruntmollit animidestlaborum.
5
2
Page#Arial 14 pt
Primary Template
19 NORTHWEST LINEMAN COLLEGE
OUR LOGO & SEAL 20
OUR LOGO & SEAL
CLEAR SPACE To maintain full legibility, never reproduce the logo at widths smaller than 1.25 inch (for print) or 90 pixels (for screen). There is no maximum size limit, but use discretion when sizing the logo. Photos, text, and graphic elements must follow the guidelines illustrated here.
LOGO This is the Northwest Lineman College logo. It is used on wearables, stickers, tool bags, hard hats, and certain signage. It will be accompanied with Lineman.edu at all times except on signage and hard hats. The logos main color is black on a light background or it can be reversed to white on a dark background
Clear space at least 50% the height of the logo
Clear space at least 50% the height of the logo
Lineman.EDU
This primary version, without the Lineman.edu, will be used on CAMPUS SIGNAGE and hard hats
SECONDARY LAYOUT In special scenarios, the logo can be combined with the words Northwest Lineman College/Center (set in Times New Roman) below the logo. This is most common on main campus signage. Use of this layout is very limited and should be specially approved if used elsewhere.
Lineman.EDU
Lineman.EDU
The width of Lineman.edu meets the edge of the NLC blocks at the top of the logo and is set in Rift bold
Our logo in reverse
Lineman.edu is spaced one capital“L” letter height away from logo
21 NORTHWEST LINEMAN COLLEGE
OUR LOGO & SEAL 22
OUR LOGO & SEAL
LOGO IMPROPER USAGE The following examples show some potential misuse that must be avoided.
LOGO PROPER USAGE NLC’s logo is used in most internal facing scenarios on campus and out in the field. Examples include hard hats, truck doors, student shirts and tool bags etc. An exception to this rule is on apparel and gift items in the NLC store. More examples of proper logo usage can be found in following pages.
Lineman.EDU
Lineman.EDU
DO NOT remove elements
DO NOT add elements
DO NOT rotate the logo
Lineman.EDU
Lineman.EDU
Lineman.EDU
DO NOT stretch the logo out of proportion
DO NOT resize the elements of the logo
DO NOT change the fonts of the logo
DEPARTMENTAL LOGOS The NLC logo may be combined with department names for departmental use such as in print material, signage, or apparel. Other departmental designs must be approved by Senior Vice President and VP of Marketing. Fill out a request form on Sharepoint to get your department logo.
Northwest Lineman College
Lineman.EDU
DEPARTMENT NAME Lineman.EDU
DO NOT use the old logo with type at the top
DO NOT change the logo colors
DO NOT change the spacing
23 NORTHWEST LINEMAN COLLEGE
OUR LOGO & SEAL 24
OUR LOGO & SEAL
WHEN TO USE THE LOGO OR SEAL Below are examples of when to use the logo or seal. For brand guidance in special situations, contact NLC Creative.
LOGO ON TRUCK DOORS NLC truck doors feature the NLC Logo with lineman.edu beneath. The logo itself (minus lineman.edu) should measure 6” square and be centered beneath the window on the door. See the guides below for proper placement.
NLC SEAL
• Mobile apps • Campus flags • Table runners • Certificates • Business cards • Stationery • Corporate meetings • *Specialty gift items: (mugs, stickers, etc.)
• Curriculum • Brochures • Presentations • Videos • Rodeo/Event signage • Graduations • Email signatures • Websites/Social media
PICKUP
LINE TRUCK
Lineman.EDU
NLC LOGO
• Gift bags • Ball-point pins • Stickers • Grunt bags
• Exterior campus signs • Hard hats • Student/Maroon shirts • Tool bags • Truck doors • Clothing
Window Edge
Window Edge
Lineman.EDU
Door Edge
Door Edge
Door Edge
*The seal should not be printed on shirts, hats, jackets, etc., without authorization from the president of NLC.
OUR LOGO & SEAL 26
25 NORTHWEST LINEMAN COLLEGE
OUR LOGO & SEAL
Proper seal usage
Proper logo usage
Lineman.EDU
Besides our logo, color is the most recognizable aspect of our brand identity. OUR COLOR Palette OUr colors Color has a p werfu effect on ur emotio s. At NLC we have chosen a palette that represents passion, legacy, ambition and strength.
OUR COLORS
NLC MAROON
PMS 202C
C9 M100 Y64 K48
R134 G38 B51
#862633
OUR PALETTE Our palette consists of a primary palette and secondary palette. The primary palette should be used in all print and digital media. The secondary palette is reserved for interior design elements such as furniture. Tints of greyscale swatches may be used. However, steer clear of tinting colored swatches or making them transparent (i.e. transparency on maroon turns it pink). NLC’s primary color is maroon and should dominate all collateral.
NLC GOLD
PMS 124C
C7 M34 Y100 K0
R234 G170 B0
#EAAA00
PRIMARY PALETTE
SECONDARY PALETTE
PRIMARY COLOR NLC MAROON
NLC GOLD
SMOKE
ORANGE PMS 165C
OLIVE PMS 4505C
SMOKE
PMS 418C
C38 M26 Y40 K72
R81 G83 B74
#51534A
C0 M59 Y95 K0 R245 G132 B38 #f58426
C0 M15 Y78 K36 R177 G132 B38 #b1953a
DUST
CREAM PMS 4525C C0 M7 Y39 K17 R218 G199 B147 #dac792
BLUE PMS 5415C
PMS Cool Gray 9 C30 M22 Y17 K57
R117 G120 B123
#75787B
DUST
WHITE
C42 M8 Y0 K40 R93 G135 B161 #5d87a1
White
C0 M0 Y0 K0
R255 G255 B255 #ffffff
GREEN PMS 575C C58 M30 Y95 K11 R116 G137 B63 #74893f
STONE PMS 165C
C0 M59 Y95 K0 R245 G132 B38 #f58426
BLACK
LIGHT DUST
BLACK
C0 M0 Y0 K100
R0 G0 B0
#000000
31 NORTHWEST LINEMAN COLLEGE
OUR COLORS 32
OUR COLORS
COLOR SCHEMES Any time content is created for materials related to our brand such as brochures, websites, and presentations; focus on using bright color schemes and palettes. Our materials should feel like spring time and never doom and gloom.
BRIGHT COLOR SCHEME
DARK COLOR SCHEME
33 NORTHWEST LINEMAN COLLEGE
OUR COLORS 34
PQRSTUv
Typography can add visual meaning to what is communicated. NLC’s typography communicates clearly and cleanly, and is flexible in a wide range of applications. Typography
TYPOGRAPHY
FONTS The primary fonts used for Northwest Lineman College are Myriad, Times New Roman, Arial, and Rift. Consistent application of type will improve the recognition and recall of the NLC branding.
SANS SERIF TYPEFACE
SERIF TYPEFACE
PRIMARY TYPEFACE FOR STAFF
HEADLINE TYPEFACE
RIFT LIGHT MEDIUM BOLD 1234567890#$%&+? ABCdefghijklm nopqrstuvwxyz
Times New Roman 1234567890#$%&+?@
Arial (Regular, Bold and Narrow) 1234567890#$%&+?@
Myriad 1234567890#$%&+?@
AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvwXxYyZz
AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvwXxYyZz
AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvwXxYyZz
AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvwXxYyZz
AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvwXxYyZz
These are the three primary fonts used in all NLC Collateral.
Rift is used primarily in print and digital marketing.
37 NORTHWEST LINEMAN COLLEGE
TYPOGRAPHY 38
Every customer is a hero in their own story, facing challenges on their road to success. Our role is to be the guide, a voice that shows them the path to overcoming their challenges and achieving their aspirational identity. OUr voice
39 NORTHWEST LINEMAN COLLEGE
OUR LOGO & SEAL 40
OUR VOICE
OUR VOICE In stories, the hero is never the strongest character. They usually face an uphill battle trying to achieve a desired goal and often doubt themselves repeatedly along the way. Enter the guide. Whether it’s Yoda for Luke Skywalker or the Genie for Aladdin, the guide knows the path to success. The guide is the one most equipped to help the hero overcome their challenges. At NLC, we realize our customer is the hero of their own story. Whether its an individual looking for a new career or a utility in need of a training solution, our customers are interested in one thing, finding someone to help them overcome their challenges and find success. As their guide, we know the path to success. Our objective is to gain our customer’s trust and present the path clearly so they are motivated to follow.
A Framework for Success Customers want our brand to participate in their transformation but they will not buy unless we can establish trust and present a simple plan for success. The following framework will help us focus our content.
1. Understand who the customer is and what they want (aspirational identity) 2. Identify what obstacles stand between the customer and their goal 3. Create trust and empathy by showing that we understand the challenges they face
4. Create authority by using our success to prove our competency 5. Present a simple plan or process they can follow to find success 6. Call them to action 7. Present transitional calls to action (campus tour, testimonials, trial offer) for those that are not ready to purchase.
Customers are looking for answers to 3 primary questions: 1. Does this brand know what they are doing? 2. Is investing my time and money worth it? 3. Can they really help solve my problem?
1. Understand the customer
3. Create trust with customer
5. Present plan for customer
6. If not ready to buy, present transitional calls to action
As we create brochures, videos, curriculum, presentations, and all other kinds of materials, remember that we are the guide and our voice should center on our customers finding success.
7.
CENTER your message ON: “WHAT’S BEST FOR THE STUDENT?”
6.
2. Identify obstacles to purchase
4. Prove our competency to help
6. Call to action
CONTENT ADAPTED FROM BUILDING A STORYBRAND, BY DONALD MILLER
41 NORTHWEST LINEMAN COLLEGE
OUR VOICE 42
CONTENT ADAPTED FROM BUILDING A STORYBRAND, BY DONALD MILLER
OUR VOICE
IMPLEMENTING OUR VOICE The following sample does not contain all the components of the framework mentioned earlier. However, it does express what the customer wants and presents NLC as the path to get it. Remember, all collateral has a purpose. The right images, graphics, video, and design can speak louder than words.
If you confuse, you’ll lose. Our voice and message must be clear and simple. Customers need to be able to know: 1. What we offer 2. How it will solve their problem 3. How buy it
Customer’s desire/ aspirational identity Trust and authority Plan for success Call to action/transitional call to action
Our goal is to present information as simply as possible so the customer understands right away. If their brain has to burn too many calories to understand our products and services and how they solve their challenges, we run the chance of becoming noise and loosing the customer.
USE SIMPLE LANGUAGE Google an online readability checker to find out the reading grade-level of your copy. Bonus if you can get your language under 5th grade reading level.
Writing and Approving Copy Copy should be written by a content-matter expert in the program or service related to the material being written about. Copy for all marketing material must follow the guidelines in this section of the Style Guide and be reviewed by NLC Creative, a subject-matter expert, and senior leader.
CONTENT ADAPTED FROM BUILDING A STORYBRAND, BY DONALD MILLER
CONTENT ADAPTED FROM BUILDING A STORYBRAND, BY DONALD MILLER
43 NORTHWEST LINEMAN COLLEGE
OUR VOICE 44
OUR VOICE
WE ARE ALWAYS NLC Any time we abbreviate Northwest Lineman College, we always use “NLC,” never NWLC. NLC NWLC ALWAYS NEVER
OUR VOICE 46
Our imagery should always feel like spring time. Imagery should reflect educational engagement, passion, camaraderie and smiling faces. OUR imagery
OUR IMAGERY
OUR IMAGERY The quality of our imagery is everything. We want to convey our diversity, positivity, success, and inspiration. In general, imagery should be in full sunshine with lots of colors (maroon, orange, yellow, etc., shirts/hard hats, etc.) and pleasing to the eye. Also pursue the following:
• Emotion (enthusiasm, ambition, and dedication) • Attitude (positive, engaged, and motivated) • Action (learning or engagement taking place through Knowledge, Skill, and Behavior phases) • Appearance (clean clothing, shirts tucked in, hard hats straight, clean campus) • Branding (logo is clearly visible) • Special Sauces (emphasize the most technical and unique activities) • Diversity (employers are looking for a diverse workforce) • Subject’s body type (seek fit subjects) • Creativity in shots/angles • Minimize or remove background clutter
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OUR LOGO & SEAL 50
OUR IMAGERY
EDUCATIONAL PHOTOGRAPHY & VIDEOGRAPHY Educational imagery showcases classroom learning, fieldwork, and instructor/student interactions. Always aim to capture a connection and reliance on one another; the feeling of camaraderie and teamwork. Instructors engaging with students are the “money shots.” Focus on capturing our target demographic and diversity at every opportunity. Always be sure correct clothing is worn (clean, unwrinkled, maroon shirts and cargo pants for instructors, and gold/orange shirts for students) and the environment is clean and organized. Desks and classrooms should be free of clutter. Bonus if you get an instructor delivering instruction and making sure the “instructor” text is visible on the shirt.
lineman.edu
lineman.edu
lineman.edu
*All photos used for public communication must be approved by the Marketing Department
51 NORTHWEST LINEMAN COLLEGE
OUR IMAGERY
IMAGERY FOR PROGRAMS AND SERVICES
PRE-APPRENTICE Pre-apprentice training imagery captures Electrical Lineworker, Telecom, and Natural Gas Technician Program students participating in their respective programs. These environments include classroom, lab, and field training. Class sizes are typically a 16 to 1 student/instructor ratio. APPRENTICE Apprentice training imagery captures workers who are currently employed in the industry and enrolled in a formalized apprenticeship program. These students are fairly new in their career but have foundational understanding of their respective trade and company. Apprentice training typically happens for 1-2 weeks on campus with class sizes of 5-10 students. MOBILE TRAINING Mobile training imagery captures utility worker training in more authentic field environments. NLC training specialists typically travel to a utility’s location to deliver shorter courses to groups of utility workers ranging from 5-16 people. Utility training can be anything from rubber glove certification to transbanker training. HISTORICAL Educating students about the history of the trades is an important aspect of the NLC culture. Historical photography is used to show our roots, heritage, and industry pride (i.e., think along the lines of The American Lineman book).
lineman.edu
*All photos used for public communication must be approved by NLC Creative
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OUR IMAGERY
BEST PRACTICES FOR CAPTURING INDUSTRY IMAGERY When planning to shoot any training, give training leaders as much prior-notice as possible. If shooting at a customer location, make sure you have prior approval from the customer. Pre-planning will help management make sure employees and students have proper clothing and gear, and that the training or work environments are clean and tidy for your visit. This is extremely important to avoid re-shoots. As the photographer or videographer, you need to be equipped with steel-toe boots, hard hat, safety glasses, and visi-vest anywhere they are required. When you arrive on-site, status with the training specialist or crew leader to discuss where and who you are going to shoot, as well as any potential safety hazards you need to be aware of. Depending on the environment, you may need to sign a job hazard analysis form after receiving a special briefing or training. Always work with your point-of-contact on-site to discuss any recommendations they have on who to shoot. They can usually identify who is most skilled in certain areas (i.e. in the ELP, who the best climbers are). Focus your shots on students and training specialists who are engaged in learning. Avoid people who are disengaged.
Always ask your point-of-contact if everything in the area you are shooting is safe and as close to real world as possible. If you see anything questionable such as ropes hanging off trucks or equipment laying in the dirt, its always right to ask about it before shooting.
When shooting images in classrooms and conference rooms, try to clear all water bottles and clutter.
In all training environments, everyone should be wearing proper PPE at all times, even if they are not doing anything technical in the moment. Its also always a good idea to check that students and instructors are always using the right tool for the job.
lineman.edu
55 NORTHWEST LINEMAN COLLEGE
OUR LOGO & SEAL 56
OUR IMAGERY
PPE & SAFETY IN IMAGERY NLC is committed to the safety of our students and accurately representing the standards of safety for our industries. All photos used for internal or external communication must reflect unwavering commitment to OSHA, manufacturers recommendations and industry safety standards. To that end, the following personal protective equipment (PPE) must be represented appropriately for the situation presented in each photo. This is not an exhaustive list and does not cover energized work. Check with a SME to ensure total compliance for the imagery being captured.
Electrical and Telecom Programs PPE • Hard hat
Gas Program PPE • Gloves • Hard hat • Safety Vests
• Z.87 Safety Glasses • Approved Gloves • Safety vests (in some situations) • Steel Toe Boots • Ear protection (in some situations) • FR clothes (B2B training only) • In compliance with all safety regulations
• Z.87 Safety Glasses
When climbing or in bucket • Climber Shields • Gaff Guards (when not climbing)
• Body Belt or harness • Proper fall protection • Positioning Lanyard
• In compliance with all safety regulations • Technically accurate work (talk to SME)
*All photos used for public communication must be approved by NLC Creative
*All photos used for public communication must be approved by the Marketing Department
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COMPLIANCE CHECKLIST FOR POWER & TELECOM TRAINING During shoots, a company expert must accompany the photographer or videographer.
COMPLIANCE CHECKLIST FOR NATURAL GAS TRAINING During shoots, a company expert must accompany the photographer or videographer.
Imagery for Electrical and Telecom Programs should follow a compliance checklist:
Imagery for Natural Gas Technician Program should follow a compliance checklist:
PPE & Safety
Trainee
PPE & Safety
Trainee
Hard hat Z.87 Safety Glasses Approved gloves Safety vest (in some situations) Steel toe boots Ear protection (in certain situations) FR clothes (B2B training only)
Subject fit and well-groomed Pre-apprentice orange or gold NLC shirt Shirt tucked in Clothing & PPE, clean and new No dip or gum in mouth 18-24 year olds (if pre-apprentice) Show diversity whenever possible
Hard hat Z.87 Safety Glasses Approved gloves Safety vest (in some situations) Steel toe boots
Subject fit and well-groomed Pre-apprentice orange or gold NLC shirt Shirt tucked in Clothing & PPE, clean and new No dip or gum in mouth 18-24 year olds (if pre-apprentice) Show diversity whenever possible
When Climbing Or In Bucket Climber shields
Gaff guards used (when not climbing) Body belt or harness Proper fall protection In compliance with all safety regulations Technically accurate work (talk to SME)
*All imagery used for public communication must be approved by NLC Creative
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*All imagery used for public communication must be approved by NLC Creative
OUR IMAGERY
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Staff photography should always represent the culture and core values of NLC (Passion, Integrity, and Excellence). Photos should highlight professionalism and authenticity in an inviting and warm atmosphere. Every role should be captured and given the importance it deserves. Photos will represent employees being seen, heard, and contributing to the organization. Staff photography should feel candid with smiles, softness in the eyes, team synergies, engagement, and focus. STAFF PHOTOGRAPHY
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*All photos used for public communication must be approved by the Marketing Department
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“whatever it takes”
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CAMPUS PRIDE
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CULTURAL PHOTOGRAPHY Cultural photography can represent both our students and our corporate culture. For students, this imagery should showcase camaraderie in the daily lives of students including important events like rodeos and graduations. Employees should be shown enjoying their work with one another. Cultural images should not feel posed or staged, but rather authentic and naturally exuding enthusiasm.
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Campus Photography NLC prides itself on the appearance of our campuses and the remarkable people who work hard on a daily basis to keep them clean and presentable. All photography used to represent our campuses should present an image that is: • Clean (workspaces, floors, walls) • Bright • Consistent in tonality and color palette
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PHOTOGRAPHY DO’S & DON’TS Below are a few examples of what to do and what not to do when photographing for NLC and when selecting photos.
CROPPING Applying the “rule of thirds”when cropping or composing photos will help make the photography standout. Divide the photo into nine equal boxes and place the subject/point of interest into one of the “thirds” created by the vertical columns, or at the intersection of the vertical and horizontal lines. When cropping, pay close attention to the photos original resolution and resolution after the crop. If cropping is taken too far, image quality will not be high enough for intended use.
A C T I O N
BE ENGAGING (FACE CAMERA) A T T I T U D E , A P P E A R A N C E
BE DYNAMIC NOT STATIC
When cropping photos of people, avoid cropping at joints as this gives the appearance of amputating the person. In the image to the left, the green lines indicate “good” places to crop and the red lines are the ones to avoid.
A C T I O N
LOOK AUTHENTIC NOT STAGED OR POSED E M O T I O N , A P P E A R A N C E & B R A N D I N G
BE DRAMATIC NOT ORDINARY
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PHOTO LIBRARY NLC Creative manages the company photo library and hosts all approved photos on Pics.io for internal use. If you need user access to Pics.io, contact NLC Creative through the request form on Sharepoint.
EXTERNAL PHOTOGRAPHER GUIDELINES As a NLC contract photographer, you are contributing to a photo library that has been growing for more than 20 years. The photo guidelines in the previous pages outline everything you need to know to capture images that are consistent with our brand identity and appearance standards.
PICS.IO
The specifications below will help you prepare your photos for hand-off to NLC Creative.
METADATA •
Ensure your camera has the correct date & time. We use this information to sort photos our library • Clear all Adobe Bridge keywords. We have our own list we apply when we receive your photos
FILE NAMING Use Adobe Bridge to batch rename to these specifications: “New Filenames” Date Time – Date Created – YYYYMMDD Text_ Sequence Number - ________ - Four Digits
SENDING PHOTOS TO NLC CREATIVE Whenever possible, NLC Creative prefers to obtain RAW photos. If you can provide those, contact us and we’ll setup a shared folder you can use to transfer. If you only provide JPEGS through a service such as pixieset.com, ensure you send newly uploaded photo links to the following email addresses:
Jeremy Wiese, Creative Director — jwiese@lineman.edu Josh Wiese, Associate Creative Director — jdwiese@lineman.edu Ricky Ramirez, Videographer/Editor — rjramirez@lineman.edu
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OUR LOGO & SEAL
At NLC, we want to keep our web presence just as clean and orderly as our campuses. As our company’s digital footprint grows, it’s important we maintain strong branding and effective messaging online. Web presence
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WEB PRESENCE
OUR WEBSITES NLC has five websites that support our business. Below are summaries of each. For questions about updating or modifying sites contact NLC Marketing or NLC Creative. LINEMAN.EDU Lineman.edu is our company’s primary website, designed to serve our B2C and B2B customers. For B2B, this is the primary funnel for converting individuals looking for new careers in electric power, telecommunications and natural gas. For B2B, this site provides information about our apprentice and utility training solutions.
TRANSBANKER.COM Transbanker.com is the online hub for mobile and stationary Transbanker information and sales.
ALEXANDERPUBLICATIONS.COM Alexander Publications is a brand of Northwest Lineman College that sells curriculum and videos to utilities in the power industry.
LINEMANCHANNEL.COM Linemanchannel.com is our site for hosting NLC branded learning videos. These branded videos are referenced in our curriculum and also offered online free of charge as a marketing tool for our programs and services.
NLCPRODUCTIONS.COM Nlcproductions.com is the creative department’s website for showing video capabilities for external companies.
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WEB PRESENCE
SOCIAL MEDIA NLC’s social media accounts have the potential to reach millions, so it is very important to have a clear set of guidelines to follow while posting, in order for us to convey a cohesive brand.
Social media accounts are managed by NLC marketing and NLC Creative. In order to keep our web presence clean and orderly, new social media accounts should not be created outside of these departments.
All social media posts should be purposeful, strategic and approved by NLC marketing and a subject-matter expert prior to posting. Social media posts should be generated in line with our company voice as featured in the “Our Voice” section of this guide, and should also meet accreditation standards.
ACTIVE ACCOUNTS • Facebook.com/NorthwestLinemanCollege • Twitter.com/nw_lineman • Instagram.com/nwlinemancollege • Linkedin.com/school/northwest-lineman-college • YouTube.com/user/nwlinemancollege
Appropriate Instagram post
Appropriate Facebook post
Appropriate Twitter post
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At NLC, we strive to cultivate an environment that is well-maintained. From the way our classrooms look to the way we present ourselves, our appearance is held to a benchmark Appearance
standard of professionalism that is a source of great pride.
APPEARANCE
RECEPTION DESK APPEARANCE Our Eagles are remarkable professionals who were specially selected for amazing qualities we value, such as: • Always being welcoming and friendly because they know walking into an unfamiliar place is best met with a smile. • Being professionally dressed because they recognize that what they wear is a representation of NLC. • Keeping the lobby area impeccably clean, organized, uncluttered, and warm. • Being polite and solution-oriented even when a customer is frustrated or angry.
When you buy a couch, you can look at it and sit in it before you buy. Not so with education. Research has confirmed that the appearance of a school is a major quality indicator for a potential student or customer. They can’t “sit in it” until after they enroll. For this reason, our campuses (inside and out) are kept spotless to represent the high quality of education delivered by NLC. Everyone participates in campus cleanliness. If you see a wrapper or paper on the ground, please dispose of it, and pat our janitorial staff on the back for a job well done. CAMPUS APPEARANCE
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APPEARANCE
INTERIOR GUIDELINES These are reference colors and materials for maintenance staff. If these are not available in you area, contact the Director of Facilities for substitution approval.
INTERIOR PAINT • Walls / Eggshell SW 7022 Alpaca
EXTERIOR PAINT • Top metal half of exterior: Sherwin Williams, Gauntlet Gray, SW 7019
CARPET SPECS • 24x24 Tiles • Patterned Loop • 100% Solution Dyed Nylon • Laid at quarter turn
SherwinWilliams Alpaca SW 7022
Tandus Centiva Style: City Walk 03974 Color: Lights out 36101
SherwinWilliams Mindful Gray SW 7016
(This color would be used in every room and hallway, baths, lab area rooms, and inside the building) • Bathroom ceilings / Flat SW 7022 Alpaca • Door Frames / Semi-gloss SW 7022 Alpaca • Metal Ceilings/Exposed ceilings /Flat Black
• Exterior stairs, stringers, and railings would be Gauntlet Gray
• Bottom half of exterior: Sherwin Williams, Mindful Gray SW7016
OFFICE/KITCHEN CABINETS • Wilsonart Black laminate Soft grain 1595
LAB PAINT • Sherwin Williams SW 7664, Steely Gray, no flake • Clear coat over the top (twice)
Wilsonart Black laminate Soft grain 1595
SherwinWilliams Steely Gray SW 7664
SherwinWilliams Gauntlet Gray SW 7019
OFFICE COUNTER TOPS • Wilsonart laminate, Satin Stainless for top 4830
Wilsonart Satin Stainless 4830
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APPEARANCE
INTERIOR FURNITURE Furniture ordering is done through the Director of Facilities. Furniture purchases are typically evaluated by departmental budget owners. If you feel you need a new piece of furniture, contact your supervisor.
CLASSROOM CHAIR Item #: 350.B.1RE.GRADEB Color: Mustard
OFFICE CHAIR Item #: HSN.HN1U.P.H.WP.40.PA.T Color: Black and gray
RECTANGLE DESK Item #: Fixed 29” Standard Height Training Table
BEAN SHAPE DESK Vendor: KI Item #: E4872KT/LTV/EGR
CONFERENCE ROOM CHAIRS Item #: 2670-2.02ALLA.A43 Color: Black
OFFICE CHAIR Item #: HSN.HIWM1.P.H.M.1.NR 26.T.PA Color: Mustard
CLASSROOM CHAIR Item #: HPN1.A.UU.NR.10.T Color: Onyx Grade 1 Inertia
CLASSROOM CHAIR Vendor: Hon Item #: HPN1
OFFICE CHAIR Item #: HN1.P.H.UP.UR42.PA.T Color: Black
OFFICE CHAIR Item #: HN1.P.H.UP.UR42.PA.T Color: Blue/Gray
CLASSROOM CHAIR Item #: 312.B.B.32A.WH.06V Color: Black or mixed red mesh back
LOBBY COUCHES Vendor: Jasper Group Item #: BS003
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APPEARANCE
BUSINESS CASUAL GUIDELINES Here at NLC, we pursue high standards of excellence – in our training, our surroundings and our curriculum. In that same spirit, we ask that all employees set a benchmark level of professionalism in their workplace appearance and behavior. For appearance standards to be high, everyone employed by NLC (including temporary employees and independent contractors) should follow these guidelines, which are meant to clarify and be helpful to employee success. We hire adults with good judgment. That’s why we don’t engage in heavy handed policing of dress codes, unless it affects the impression you’re making with important customers – like students and employers. Clothing should be clean, pressed and in good condition. Name badges should be worn during tours or when guests are on campus. Every employee is encouraged to wear clothing that bears the NLC logo and dress in our primary color palette – maroon, gold, black, gray or white. This is so valued that we pay for uniforms for some positions, and provide the all others with an annual clothing allowance for items in the primary color palette.
SHIRTS: “Beach casual” clothing is not appropriate for the office. This includes items like T-shirts, sweatshirts, shirts with prominent lettering or logos (other than NLC), spaghetti straps or tank tops (unless worn under shirts or jackets). SLACKS/PANTS: Because so many employees are frequently in contact with the public, *jeans are not ideal and never worn on tour days or at times customers are present. Shorts and sweatpants are too casual for work and not acceptable at any time.
PIERCINGS, TATTOOS AND HAIR COLOR: NLC requests all employees use good judgement when it comes to piercings, tattoos, hats and hair color. We operate in a professional environment and request the following: • Do not wear hats (other than hard hats), • Cover easily visible tattoos • Avoid visible piercings (other than ears, unless it affects safety) • Avoid extreme hair color such as green, pink, orange, etc.
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*There may be times when jeans or more casual attire make sense.On these occasions,employees are still expected to present a professional appearance.
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APPEARANCE
Lineman.EDU For the instructor shirts, ALL campuses order from: In the Bag Promotions Inc. 480 N. Latah St., Boise, ID 83706 Salesperson/Contact person : Lori Reading lori@itbpromos.com Phone: 208.955.6902 Fax: 208.853.2657
INSTRUCTOR Instructors will always wear maroon shirts and khaki work pants while teaching in the classroom and the field. There are several approved items for instructors to wear in order to account for varied weather conditions. If you have any questions regarding instructor clothing or the ordering process, please consult with your campus operations coordinator.
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MAROON “ INSTRUCTOR” LONG SLEEVE Item #: PC61LS
MAROON BUTTON UP SHIRT Item #: S608 Brand: Port Authority Style: Long Sleeve Easy Care Shirt Color: Maroon
Pants: • Item#: 45507 • Duluth Flex-Fire Hose Cargo Pants • Desert Khaki
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I N S T R U C T O R
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INSTRUCTOR
Boots: • Minimum of a 3/4” heel • Waterproof • Safety Toe • Rugged Durable heel • Minimum 8” tall • Heavy Duty Shank
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Logo placement: Left chest 3”wide Logo placement on back: Full back 12”wide Sleeve: 13” high centered on elbow
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Logo placement: Left chest 3” wide
Glove brand at discretion of your campus president
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I N S T R U C T O R
INSTRUCTOR
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