CNM Brand Standards
About the CNM Brand Standards
Since our opening in 1964, Central New Mexico Community College (CNM) has focused on providing high-quality, reliable, and comprehensive educational support for Albuquerque and the surrounding areas. As such, CNM branding is a comprehensive approach to representing our students and showcasing the impact that CNM has had on our community.
The term "branding" refers to the writing practices, colors, logos, fonts, web typography, and seals CNM uses to create our brand identity. We have created guidelines for CNM branding practices on this page, including information on using CNM logos correctly. If you have any questions about CNM branding, please contact the Marketing and Communications Office.
Table of Contents
Writing Practices
Brand Voice
The voice of CNM’s brand is youthful, helpful, and informal— while being informed. This reflects the diversity and breadth of knowledge of our student population. The voice of CNM’s marketing material is intended to create relatability between the brand and our potential students.
When considering choice of language for marketing material, colloquial and informal wording is preferred to overly professional or traditionally academic forms of communication; however, the voice of written or recorded content should inspire confidence with clear, concise, and informed communication created to assist students unfamiliar with higher education.
Naming Conventions
Central New Mexico Community College is the official name and should be used on first reference to the College in all publications and other documents intended for outside audiences. The name may be shortened to CNM on second reference or when addressing audiences who will know what the letters stand for. It is also acceptable to use 'College' on second reference, though the 'C' must be capitalized.
Never Use
- CNMCC
- CNM Community College
- CNM C.C.
- Central New Mexico
- Central New Mexico C.C.
CNM’s Marketing and Communications Office (MCO) provides professional and industry standard marketing services to the College and its constituents.
All publications or promotional materials published toward a large audience (the entire student body, the community, partners, etc.) must be approved by MCO. For more information, visit Section 11.01 of the Employee Handbook.
Any item bearing the CNM logo or graphics created for marketing must be approved by MCO prior to purchase, per section 32 of the IS-1804 Purchasing Policy. It is recommended to have these graphics reviewed annually to ensure compliance with any updates in branding.
Any outside organization or entity requesting to use CNM’s logo must obtain permission from the Marketing and Communications Office.
Inquiries can be directed to [email protected].
Primary Colors
The primary colors for CNM branding are as follows:
 |
 |
|---|---|
Navy |
Gold |
| PMS: 654 C PMS: 288 uncoated (spot color) CMYK: 100/71/10/47 HEX: #003A70 RGB: 0/58/112 |
PMS: 7408 C CMYK: 0/29/100/0 HEX: #F6BE00 RGB: 246/190/0 |
Secondary Colors
The following colors are secondary in CNM branding:
 |
 |
 |
|---|---|---|
Magenta |
Orange |
Sky Blue |
| PMS: 214 C CMYK: 13/100/36/0 HEX: #E30563 RGB: 227/5/99 |
PMS: 166 C CMYK: 0/76/100/0 HEX: #E35205 RGB: 227/82/5 |
PMS: 298 C CMYK: 67/2/0/0 HEX: #41B6E6 RGB: 65/182/230 |
If you are a CNM employee, you can access approved digital and print logos for use in your work on the MCO SharePoint site.
Official Logos
The logo is CNM's primary graphic symbol. The current logo was established in 2016 and replaces all prior versions. The success of the brand depends on the CNM logo maintaining a consistent appearance in all communications. In order to preserve the integrity of the logo, the following examples illustrate how logos should and should not be used.
If you have any questions about using the CNM logo correctly, please contact the Marketing and Communications Office.
When using CNM logos, do:
- use CNM's official logo on all marketing materials, including brochures, flyers, and other publications.
- use the version of the logo that includes the lettering of our name spelled out on any materials created for a broad audience who may not be familiar with our brand.
- place the logo with an adequate clear zone, using the letter 'C' as a guide.
When using CNM logos, please do not:
- distort the image
- use low resolution
- use drop shadow
- use multiple colors
- use opacity
- place in a rectangle
- place on a busy background
- tile the image
- warp the image
CNM Fonts
The use of novelty and script fonts is discouraged in most instances because they are difficult to read.
Official Fonts
CNM’s official fonts for use in publications are:
- Mission Gothic Bold or Black (headlines and sub-heads)
- Mission Gothic Regular or light (body copy)
Alternative Fonts
If CNM’s official fonts are not available to use, please use:
- Arial Bold (headlines and sub-heads)
- Arial Narrow (body copy)
Web Typography
The arrangement of type involves selecting typefaces, point sizes, line lengths, line-spacing, and letter-spacing.
Headings
The typeface for headers is Sanchez Bold and they are always hex #003A70 (Navy Blue). Font sizes are as follows:
- H1: 45px (used for page titles)
- H2: 31px (subheadings)
- H3: 22px (smaller subheadings)
Links
Link-state colors are as follows:
- Active: Navigation blue #0257A6
- Hover: Navigation blue with underlined text
- Visited: Tinted blue #2B84D6
The CNM Seal
The seal is the most formal institutional identifier. Its use is limited to diplomas, transcripts, and legal documents. Individual offices, schools, and departments may not create seals for their own use.
Department or School Identifiers
An identifier is created by the marketing design team at the request of a department or school. Departments and offices may use identifiers on stationery, apparel, and other items.
The only acceptable forms of identifiers are:
- The identifier may only feature text below the logo.
- The identifier must follow the appropriate color scheme as shown in the color section.