2007 Chadwick School School Logo Style Guide

Transcription

1 CHADWICK SCHOOL LOGO STYLE GUIDE 2007 Chadwick School School Logo Style Guide

2 T A B L E O F C O N T E N T S 3 Letter From the Headmaster 4 Basic Guidelines For Use 5 Logo Anatomy 6 Logo Color 7 Color Specifications 8 Typeface Specifications 10 Logo Proportions 11 Safety Area 12 Reversed Logo on Solid Backgrounds 13 Logo in Black-and-White 14 Alternate Logo 14 Alternate Logo Anatomy 15 Alternate Logo Proportions 16 Alternate Logo Safety Area 17 Reversed Alternate Logo on Solid Backgrounds 18 Logo in Black-and-White 19 Examples of Misuse 23 When not to use the Chadwick School Logo 24 Stationery 25 Signage / Vehicular Identification 26 Merchandising Applications 27 Contacts 28 Credits 2007 Chadwick School School Logo Style Guide 2

3 L E T T E R F R O M T E D H I L L The visual identity system for the Chadwick School identity is outlined in this style guide. The team we assembled to design Chadwick School s visual identity listened to alumni, students, faculty, staff and trustees. They developed guidelines for incorporating our formal coat of arms into Chadwick School communications. The program is based on an emblem that was developed in the first few decades of Chadwick School s existence. Over the years, the coat of arms has evolved to become what it is today. It contains key elements representing the Chadwick School philosophy and history. The logo uses blue Chadwick s school color for generations in a deep navy shade symbolic of wisdom, confidence and sincerity. The Minion Pro Regular typeface used is a serif font reflecting the traditional nature of the coat of arms. The purpose of this identity system is to provide a common foundation for all formal Chadwick School communications. Ted Hill Headmaster, Chadwick School June, Chadwick School School Logo Style Guide 3

4 B A S I C G U I D E L I N E S F O R U S A G E The Chadwick School logo covers nearly all applications where a Chadwick logo is needed. Use the Chadwick School logo for any application that does not require one of the other two logos: use the Chadwick Coat of Arms for formal and ceremonial applications, and the Chadwick Dolphins logo for athletic applications. Possible uses for the Chadwick School logo include everything from school schedules, handbooks, letterhead, and hall-passses. The Style Guide explains how the logo should be incorporated into these publications. Logos of non-chadwick partner institutions, for example funding or foreign exchange programs, may be included on covers with the Chadwick School logo, as long as the safety area is maintained. For screen applications web, and electronic presentations such as PowerPoint there is an adapted version of the Chadwick logo that accommodates the technical needs of those media. Please do not attempt to create art for the Chadwick School Logo. Contact the communications office for the appropriate artwork file. We thank you for adhering to these guidelines. Jennifer Sandidge Communications Office, Chadwick School 2007 Chadwick School School Logo Style Guide 4

5 L O G O A N A T O M Y The Chadwick School logo includes two parts: the Logomark the cupola with the frame and the accompanying Chadwick School Logotype. The Chadwick School Logotype is never to be used without the Logomark. Logomark Logotype 2007 Chadwick School School Logo Style Guide 5

6 L O G O C O L O R It is important that the color of the Chadwick School logo always be the same. Chadwick Navy Blue uses a very specific color formula to maintain a uniform visual identity. See the chart on the next page for specific color formulas for Chadwick Navy Blue according to the production methods used. When only black ink is available, the logo may appear in black (see black and white printing page). However, whenever other colors are available, the logo should always appear in either Chadwick Navy Blue or white. Navy Blue Navy Blue 2007 Chadwick School School Logo Style Guide 6

7 C O L O R S P E C I F I C A T I O N S P r i m a r y C o l o r The preferred ink to use to print the logo is Pantone 539 C for coated paper or 539 U for uncoated paper. However, this is not always an available option. For 4-color process printed pieces, the logo will appear in CMYK versions of the above color. These percentages are approximate, depending on ink, paper and printing equipment. For screen applications, refer to RGB values also approximations depending on equipment viewed on. COLOR COLOR SYSTEM Pantone Solid Coated Pantone Solid Uncoated CMYK (Print) Chadwick Navy Blue PMS 539 C PMS 539 U C = 100 M = 49 Y = 0 K = 70 RGB (Screen) R= 0 G = 43 B = 84 S e c o n d a r y C o l o r s For design purposes, secondary colors are available for elements other than the logo in a layout. COLOR COLOR SYSTEM Pantone Solid Coated Pantone Solid Uncoated CMYK (Print) Name of Color PMS 539 C PMS 539 U C = 100 M = 49 Y = 0 K = 70 RGB (Screen) R= 0 G = 43 B = 84 INCOMPLETE INCOMPLETE INCOMPLETE 2007 Chadwick School School Logo Style Guide 7

8 T Y P E F A C E S P E C I F I C A T I O N S The Chadwick School Logotype is set in the typefaces Minion Pro and Gill Sans Standard, preserving the look and feel of the school s previous logo. The characters have been respaced to form a balanced logo. The Logotype should never be retypeset or re-created. Original art or digital master art should always be used for any reproduction. There must be sufficient space around the logo to make it stand apart from other visual elements. Text, headlines, photographs, or illustrations should never be closer to the logo than one-fourth the width of the logomark (see page 6 & 10). MINION PRO REGULAR P r i m a r y T y p e f a c e ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,.;?!@#$%^&*( )=+ This font is used only for the word Chadwick in the logotype and for main headlines in a layout. For body text, see secondary typeface choices. GILL SANS STANDARD REGULAR S e c o n d a r y T y p e f a c e s ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,.;?!@#$%^&*( )=+ This font is used for the word School in the logotype and for body text in a layout Chadwick School School Logo Style Guide 8

9 T Y P E F A C E S P E C I F I C A T I O N S GILL SANS STANDARD LIGHT S e c o n d a r y T y p e f a c e s ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,.;?!@#$%^&*( )=+ Gill Sans Standard Light can be used for body text in a layout. GILL SANS STANDARD BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,.;?!@#$%^&*( )=+ Gill Sans Standard Bold can be used for body text in a layout Chadwick School School Logo Style Guide 9

10 L O G O P R O P O R T I O N S The examples below show how the logo should be resized proportionately. When increased in size the logo should never be stretched or compressed. The relationship of the Logotype size to the Logomark size should always remain the same if the Logomark gets 150% larger, then the Logotype and all fonts must get 150% larger as well. 100% 1 Logo Width 125% 1.25 Logo Width 150% 1.5 Logo Width 2007 Chadwick School School Logo Style Guide 10

11 S A F E T Y A R E A No elements should lie within the safety area as shown below. The safety area is equal to 1/4 of the width of the logo. The safety area around the Chadwick School logo makes it stand apart from other visual elements such as text, headlines, photographs, or illustrations. Text should never be placed closer to the logo than 1/4 width of the logomark. Maintain safety areas for top, bottom, and sides. Safety Area = 1/4 Width of Logomark (0.25 for Logo at 100%) L O G O M I N I M U M S I Z E The width of the Chadwick School Logo may never be less than 1 or so small that School in the logotype is unreadable. The logo may be scaled up to any size, in increments of 25%. For applications requiring very large sizes, please contact the Chadwick School communications office Logo at 100% Chadwick School School Logo Style Guide 11

12 R E V E R S E D L O G O O N S O L I D B A C K G R O U N D S The logo must reverse to white on mid-tone to black backgrounds. Whenever the Chadwick School logo is reversed out of a dark solid color, the safety area must be maintained. Do not reverse the logo out of a light color that does not provide sufficient contrast to make the white logo visible. Knockout Knockout Logo on Black Background Logo on Chadwick Navy Blue Background Knockout Knockout Logo on Chadwick Light Blue Background Logo on Chadwick Silver Background 2007 Chadwick School School Logo Style Guide 12

13 L O G O I N B L A C K - A N D - W H I T E When only black and white printing is available, logo color may be changed to black. This is the only time the logo color may be changed to a color other than Chadwick Navy Blue or white Chadwick School School Logo Style Guide 13

14 A L T E R N A T E L O G O For layout design purposes, when the original logo does not work well in a layout, the alternative Chadwick School logo can be used. A L T E R N A T E L O G O A N A T O M Y The alternative Chadwick School logo includes two parts: the logomark with the cupola and the accompanying Chadwick School logotype. The Chadwick School logotype is never to be used without the logomark. Logomark Logotype 2007 Chadwick School School Logo Style Guide 14

15 A L T E R N A T E L O G O P R O P O R T I O N S The examples below show how the alternative logo should be resized proportionally. When increased in size the alternative logo should never be stretched or compressed. The relationship of the logotype size to the logomark size should always remain the same if the logomark gets 150% larger, then the logotype and all fonts must get 150% larger as well. 100% 0.75 Logo Height 125% Logo Height 150% Logo Height 2007 Chadwick School School Logo Style Guide 15

16 A L T E R N A T E L O G O S A F E T Y A R E A No elements should lie within the safety area as shown below. The safety area is equal to 1/3 of the width of the logomark. The safety area around the Chadwick School logo makes it stand apart from other visual elements such as text, headlines, photographs, or illustrations. Text should never be placed closer to the logomark than 1/3 width of the logomark. Maintain safety areas for top, bottom, and sides. At 100%, the logomark is 0.75 wide Safety Area = 1/3 Width of Logomark when logo is 100% or larger L O G O M I N I M U M S I Z E If the logo at 100% is too large, use the minimum size logo below. This logomark is 0.5 wide and safety area is exactly = Safety Area = when logo is minimum size (75%) 2007 Chadwick School School Logo Style Guide 16

17 R E V E R S E D A L T E R N A T E L O G O O N S O L I D B A C K G R O U N D S The logo must reverse to white on mid-tone to black backgrounds. Whenever the alternative Chadwick School logo is reversed out of a dark solid color, the safety area must be maintained. Do not reverse the logo out of a light color that does not provide sufficient contrast to make the white logo visible. Knockout Alternative Logo on Black Background Knockout Alternative Logo on Chadwick Navy Blue Background Knockout Alternative Logo on Chadwick Light Blue Background 2007 Chadwick School School Logo Style Guide 17

18 L O G O I N B L A C K - A N D - W H I T E When only black and white printing is available, the logo color may be changed to black. This is the only time the logo color may be changed to a color other than Chadwick Navy Blue or white Chadwick School School Logo Style Guide 18

19 E X A M P L E S O F M I S U S E In order to maintain consistency within the Chadwick School identity system, restrictions are set for the logo. These restrictions apply to both the original Chadwick School logo and the alternative Chadwick School logo. Do not eliminate elements. Do not change colors. Do not alter size proportions between elements. Do not add colors. Do not change font proportions or size. Do not scale the logo disproportionately horizontal and vertical scales must be equal Chadwick School School Logo Style Guide 19

20 E X A M P L E S O F M I S U S E C O N T D. Do not place white logo on a light-colored background. Do not place logo in a containing shape. Do not rearrange elements. Do not place blue logo on a dark background. Use white logo instead. Do not use the black logo if other color inks are available Do not rotate the logo 2007 Chadwick School School Logo Style Guide 20

21 E X A M P L E S O F M I S U S E C O N T D. Do not place a shadow on the logo Do not place a stroke on the logo Do not place a transparency on the logo 2007 Chadwick School School Logo Style Guide 21

22 EXAMPLES OF MISUSE In order to maintain consistency within the Chadwick identity, restrictions are set for the logo. These restrictions apply to both the original Chadwick logo and the alternative Chadwick logo. SCHOOL NEWS The Chadwick Parents Association is now accepting RSVPs online for the 2007 Spring Event fund-raiser, scheduled for Saturday, May 12, on the Chadwick campus. This year s event featuring the theme Chart a Course for Chadwick will include a dinner, dance and live auction. For the second year, the fund-raiser also includes an online auction, which opens for Do not place elements within the safety zone. Do not place logo on a busy background. Do not revise the reversed logo. Do not add embellishments to logo Chadwick School School Logo Style Guide 22

23 W H E N N O T T O U S E T H E C H A D W I C K S C H O O L L O G O The Chadwick School logo should be used in most Chadwick applications requiring a logo. Instead of listing all applications, here are times when the logo should NOT be used: Sports and Related Events For example: Gym Uniform T-shirts for Track Meet Workers Cheerleader Megaphone Football Game Announcement Sports / Duffel Bag Formal or Ceremonial Events For example: Graduation Announcement Community Debate Podium School Flag Certificate of Academic Acheivement Examples of applications that may be confusing but where the Chadwick School logo is most appropriate: Academic Teams Science Fair team Recreational non-sport Teams Ski club Grade Report Transcript Summer Camp Items Admissions Materials 2007 Chadwick School School Logo Style Guide 23

24 S T A T I O N E R Y Stationery items may be obtained from the Marketing Department. Digital templates are available for a variety of stationery items Chadwick School School Logo Style Guide 24

25 V E H I C L E I D E N T I F I C A T I O N The Chadwick School logo should be 36 wide to ensure the School part of the logo is legible at a distance of 50ft. Safety distances should be maintained from other graphics but do not apply to elements of the vehicle (door, handle, etc.) Chadwick School School Logo Style Guide 25

26 S I G N A G E The Chadwick School logo should be 36 wide to ensure the School part of the logo is legible at a distance of 50ft. Safety distances should be maintained from other graphics. For more detailed guidelines, see Chadwick School Signage and Wayfinding Style Guide. 36 Wide W E L C O M E P A R E N T S 2007 Chadwick School School Logo Style Guide 26

27 M E R C H A N D I S I N G A P P L I C AT I O N S When using the Chadwick School logo on various merchandise, follow all the guidelines as if the piece were paper. Safety distances should be maintained from other graphics. *Grid in Light Blue will not be printed Chadwick School School Logo Style Guide 27

28 C O N T A C T S Questions about use of the Chadwick logo in print, merchandising and promotional applications should be directed to: Jennifer Sandidge Director of Marketing, Chadwick School South Academy Dr. Palos Verdes, CA t: f: e: jennifer.sandidge@chadwickschool.org 2007 Chadwick School School Logo Style Guide 28

29 C R E D I T S P r o d u c e d b y : 4201 Redwood Ave., Los Angeles, CA t: f: e: info@kaadesigngroup.com Legal Notice: Pantone identified color reproduction information has been provided for the guidance of the reader. Refer to current Pantone Color Publications for the correct color standard. Pantone is a registered trademark of Pantone, Inc Chadwick School School Logo Style Guide 29