Outdoor billboards cannot be approached in the same way creatively as other marketing media. The audience only has about five seconds of exposure and, though they are very large, they need to be visible from a minimum distance of 500 feet. It is critical that a created billboard is simple and readable. The St. Catharine College logo must appear on the billboard with sufficient prominence.
Use only 3 visual elements on a billboard - any more will appear too busy and the audience won't have time to read it or all of the information/elements may not fit. For example: 1 logo, 1 image, and 1 headline.
Keep the message simple and limit image to one. Use 10 words or less on the entire billboard, including the logo and tagline. Make the text large, simple, and easy to read. Bold, non-serifed fonts usually offer the highest visibility.
The main fonts used should be in the following font families: Trajan Pro, Berling, or Helvetica Neue. The SCC colors of Purple (PMS 520) and Yellow Gold (PMS 123) should be used as the main color palette. Other colors used in the piece should be accents and should not overpower the main colors, and need to be approved by the Marketing & Communications Committee.
Photos and images should be clear, undistorted, and very high resolution; They should reinforce St. Catharine College's reputation as a leading Catholic Dominican College preparing students to become critical thinkers, ethical leaders, and engaged citizens. The outdoor company can provide the necessary specifications for images used in its billboards.
All St. Catharine College marketing, communications, promotional pieces and uniforms are to be reviewed and approved by the Marketing & Communications Committee. The committee is responsible for guiding all SCC marketing in adherence to the graphic standards, execution of professional-looking design, and appropriate representation of the College.