Brand Standards November 2015

Transcription

1 Brand Standards November 2015

2 Table of Contents OVERVIEW Brand Standards Overview...3 GRAPHIC STANDARDS Primary Brand Identity (LCS Seal Logos)....4 Other LCS Brand Identities...5 Primary Brand Colors...6 Mascot and Team Names....7 Apparel Color Usage Instructions...7 Font (Typeface) Usage Instructions...7 Design Files (for Logos, etc.)...7 Customized Logo Examples...7 Athletic Logos...8 Communication... 9 Stationery (Letterhead, Business Cards, Envelopes)...10

3 Brand Standards Overview September 14, 2011 The following document is an instructional guide for the proper usage of Lenawee Christian School s (LCS s) brand identity. These standards have been reviewed and approved by the leadership of LCS and should be viewed as the primary instructions for developing digital media, documents, products, apparel, or other items that publicly or privately represent LCS. LCS staff, teachers, coaches, vendors, and students should be aware of the manual and refer to it whenever creating communications that use the LCS brand elements in any form. This document provides guidelines for the usage of approved LCS logos, colors, fonts, tag lines, and brand names. Additional support and guidance can be provided by the LCM marketing department. Any representations of LCS outside of the boundaries set in this document should be reviewed and approved by the Director of Marketing before exiting the conceptual phase of design/development. Thank you for your cooperation, and Go Cougars! Jeff Jameson Director of Marketing Lenawee Christian Ministries

4 Primary Brand Identity The following logos are the official logos of Lenawee Christian School. These logos may be used to represent LCS in or as part of any sanctioned event, team, club, department, student, staff publication, promotion, or presence unless specified otherwise below. Official Seal (Logo) The full-color logo should be used in all instances, unless the seal is not legible, color differentiation is poor, or usage dilutes the value of our brand, image, or position in the marketplace. If the size of the logo is the cause of poor legibility, the simplified seal should be used. If color differentiation is poor, a black and white seal should be considered. The minimum size of the logo should not be less than one half inch (½ ) in diameter. Uses requiring a smaller logo should refer to the Simplified Logos section below. Simplified Logos When the size of a logo causes difficulty reading LENAWEE CHRISTIAN SCHOOL and/or PROVERBS 22:6, these logos are approved to be used in replacement of the official seal. It is strongly recommended that users seek approval from the Director of Marketing before using these logos. The minimum recommended size of this logo is one quarter of an inch (¼ ) in diameter. Black & White Seals When a project requires a high-contrast logo for the purpose of legibility, when color differentiation is poor, or when a project is entirely grayscale or black and white, these seals are available for consideration. It is strongly recommended that users seek approval from the Director of Marketing before using these seals. NOTE: Usage of a black and white seal is strongly discouraged when the option of any brand color(s) is available.

5 Other Brand Identities The following logos are the official logos of their specific area of Lenawee Christian School. These logos may be used to represent these specific programs and offerings in or as part of any sanctioned event, team, club, department, student, staff publication, promotion, or presence unless specified otherwise below. Concurrent Credit Program The full-color logos should be used in all instances, unless the logo is not legible, color differentiation is poor, or usage dilutes the value of our brand, image, or position in the marketplace. If problems arise with these logos, contact the marketing department for alternatives. The minimum size of these logos should not be less than one half inch (½ ) in the smallest dimension.

6 Primary Brand Colors The following colors are the primary colors for the LCS brand identity. Usage of other colors in LCS logos, brand names, or tag lines is prohibited. Red Pantone 185 C C: 3 M: 100 Y: 85 K: 0 Blue Pantone 541 C C: 100 M: 75 Y: 33 K: 22 White C: 0 M: 0 Y: 0 K: 0 Red Pantone 185 C C: 3 M: 100 Y: 85 K: 0 Blue Pantone 286 C C: 100 M: 75 Y: 33 K: 22 White C: 0 M: 0 Y: 0 K: 0 R: 231 G: 0 B: 51 R: 0 G: 62 B: 116 R: G: B: 255} R: 231 G: 0 B: 51 R: 0 G: 62 B: 116 R: G: B: 255} print fabric & logo

7 Mascot and Team Names, Apparel, Fonts, Files, and Custom Graphics Mascot and Team Names Lenawee Christian School has invested significant time and resources in developing our school and athletic brands. The following instructions are to be strictly followed in order to provide consistency in brand communications, voice, and visual representation. The following phrases are listed for reference, and are approved for use on athletic apparel, announcements, websites, and the like when brand colors and fonts are applied to these names. In instances where LCS appears, using the LCS Symbol (see Approved Logos ) is preferred in place of simply typing LCS in a font/typeface. Lenawee Christian School Cougars LCS Cougars Lenawee Christian Cougars LCS Lady Cougars The following are approved for use on team practice gear, warm-ups, or other items that are considered nonessential to the athletic uniform. These phrases can be used in addition to the examples listed above. Player names and numbers are also appropriate to be used. All text must follow brand font and color rules. LCS [Sport Name] (e.g. LCS Basketball) LCS [Sport Name] Team (e.g. LCS Golf Team) Apparel Color Usage All athletic uniforms are required to use only brand colors. The official Pantone designations for each brand color are listed in the Usage of Color section of this document. While our primary brand colors are to be used on all athletic gear, uniforms, team warm ups, and related materials if possible, medium to light grays (like Heather Gray ), navy blue, khaki, and pink* are suitable for use as base colors on accessory items such as hoodies, shorts, pants, fan gear, etc. * Historically our usage of pink as a base color has been in support of athletic events highlighting Breast Cancer Awareness. Fonts Our brand fonts are listed below. It is important that we pair the usage of these fonts with our approved logos and colors so that our brand is easily recognizable and consistent with our history and tradition. When using fonts that are not listed below, their usage must be approved by the Director of Marketing before use online, in print, on apparel, or any other non-conceptual form. Approved Brand Font Adobe Garamond Pro Century Gothic Team MT Design Files Sample Text LENAWEE CHRISTIAN SCHOOL LCS Basketball GO COUGARS! Approved athletic design files are available in vector format (.AI or.eps) on the LCS i drive in the LOGOS folder. Logos may also be obtained from the Athletic Director or the Director of Marketing. Custom Logos and Graphics In order to maintain brand consistency, custom logos or graphics must be approved by the Director of Marketing and the Athletic Director before used in any way.

8 Athletic Logos In addition to the primary brand identity seals, the following logos may be used in by or in representation of our athletic programs. Combining our standard logos, colors, and sport names are an effective way to create a custom look while maintaining our brand and professional image. LCS Paw Prints Other color options available COUGARS Logo Other color options available. Go Cougars! versions also available. Customization Examples

9 Communication Coming soon...

10 Stationery Coming soon...