Sunshine School. Branding Guideline

Transcription

1 Branding Guideline

2 Contents 3 Introduction What We Do and Why We Do It Our Organization Our Personality The Importance of a Brand 6 The Logo Our Logo Logo Usage Variations of the Logo Using the Tagline Incorrect Logo Usage 11 Typography Preferred Typography 12 Color Palette Our Color Palette 13 Internal Collateral Business Card Letterhead #10 Envelope 9 x 12 Envelope 17 Style Guide 2 Branding Guideline: Contents

3 Introduction What We Do and Why We Do It The is a non-profit organization located in Searcy, AR, that provides education and training to individuals with developmental disabilities. There is no age limit for students to be admitted to the pre-school, nor is there a cutt-off age for adults. There is no cost to a family for a student to attend. The currently serves pre-school students and school age students from all the public schools in White County and adults in an adult development setting. The s mission is to provide education and training to individuals with developmental disabilities in order for them to function well within their families and communities. The strives to see that each pre-school and school age student experiences as typical a school day as possible. 3 Branding Guideline: Introduction

4 OUR ORGANIZATION began in 1964 under the sponsorship of the Searcy Junior Auxiliary. With seven special education students attending on a half-day basis, school was held in a converted army barracks on land leased from Searcy Public Schools. In 1973, a new buliding was constructed using state and federal grants and community contributions. OUR PERSONALITY The has a distinct voice. Materials developed should embody this voice to ensure consistency across all media. The words that most accurately characterize the are: Progressive Smart Professional Patient Caring Understanding 4 Branding Guideline: Introduction

5 The Importance of a Brand A brand is not a promise; it s an expectation. Tom Asacker A brand should be executed consistently in order to retain its power. For both internal and external audiences, the repetition of messages and visuals servers to solidify a brand s image. For the, these messages and visuals will convey the brand s key personality traits: progressive, smart, professional, patient, caring and understanding. The purpose of this document is to outline the appropriate means of executing the brand across media in order to maintain strength and consistency. 5 Branding Guideline: Introduction

6 The Logo Our Logo The s logo represents a unique relationship between the staff and the students of the. The logo is a picture of a sun drawn by former student Geraldine Lewis. The color of the sun is yellow, to represent a sun, outlined in red, representing a school. The logo is very important to the. Please save the integrity of our organization with great care. Logo Usage s primary brand colors are pantone yellow and pms 185. The PMS colors should be used whenever possible. The logo should always be placed upon backgrounds that ensure its visibility. A white background is best, but light tints may be acceptable as long as all facets of the logo are still visable. If a limited palette is a necessity, the one-color logo should be used. This can be a white sun outlined in black. Special printing techniques, such as foil stamping, embossing, blind embossing, etc., may be considered where appropriate. Recreating the logo should not be attempted. 6 Branding Guideline: The Logo

7 Variations of the Logo Logo A: Preferred Version This version of the logo is preferred and should be used in most cases. However, there will be instances where visibility is an issue. Logo B: Secondary Version This version of the logo may be used as a secondary option when the perfered logo can not be used. The yellow and red colors may be replaced with black and white. Logo C: Limited Use Version This version of the logo may be used in limited instances when logo A and B are not possible. The words may be removed if needed but only for select items. Logo A: Preferred Version Logo B: Secondary Version Logo C: Limited Use Version 7 Branding Guideline: The Logo

8 Using the Tagline When appropriate, the tagline may be added to the logo. This should be considered for external collateral and signatures only. The tagline is an important element of the brand. It offers a memorable summary of the mission and vision of the. Placement of the tagline is fixed and should not be altered. The tagline can be used with all versions of the logo. Brighter Futures 8 Branding Guideline: The Logo

9 Incorrect Logo Usage DO NOT use any color combinations other than those listed on the color pallette. DO NOT use the logo on any angle. 9 Branding Guideline: The Logo

10 Incorrect Logo Usage DO NOT change the typefaces of the signature. DO NOT distort the logo and/or signature in any way. 10 Branding Guideline: The Logo

11 Typography Preferred Typography Great care was given to selecting the s typography. For headlines use Chalkboard Bold, for body use Times New Roman Regular. For quotes or captions use Times New Roman Italic. Chalkboard was chosen because it denotes a school setting. Times New Roman was chosen because it is a more traditional form. The two tpeface were also selected for the sense of simplicity, style and serenity they impart. Chalkboard is the dominant typeface and should be used in most cases(i.e., headers, subheads and callouts). Chalkboard AaBbCcDdEeFfHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz !@#$%^&*()_+=-,.><?/:; []{} Times New Roman should be used in more traditional forms(i.e., body copy and instances when a smaller types is needed). In instances when a formal approach or appearance is needed, Times New Roman is a good option. Times New Roman Regular AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz !@#$%^&*)(_+=-,.><?/:; []{} Times New Roman Italic AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz !@#$%^&*)(_+=-,.><?/:; []{} Times New Roman Bold AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz !@#$%^&*)(_+=-,.><?/:; []{} 11 Branding Guideline: Typography

12 Color Palette Our Color Palette We are proud of the s colors and we encourage you to use them as often as possible. Pantone Yellow C:0 M:0 Y:100 K:0 Pantone 185 C:0 M:100 Y:100 K:0 If these colors can not be used please replace the yellow with white and the red with process black. Printing with Pantone Color inks are preferable; however, match color reproduction is not always an option. Four-color process printing may be used when necessary, such as magazines. Many factors can influence accurate color reproduction: press process, paper stock, line screen and ink coverage just to name a few. Please keep in mind that these factors may affect the results of the following four-color process simulation formulas. For optimal results work with your printer to match the color chips accompanying these guidelines. 12 Branding Guideline: Color Palette

13 Internal Collateral Business Card Street Address P.O. Box City, State Name Here Title, Brighter Futures Phone : Fax : Size: Susiness Card 3 1/2 x 2 Typography: Chalkboard Name-Chalkboard Bold 24pt font Title/ -Times New Roman Bold 14pt Address/Phone and Fax numbers-chalkboard Color: All type print in black, logo in the color suggested by palette 13 Branding Guideline: Internal Collateral

14 Letterhead 304 S. Sowell Searcy, Ar Phone (501) Fax (501) Brighter Futures Typography: Chalkboard Color: All type print in black, logo in the color suggested by palette 14 Branding Guideline: Internal Collateral

15 # 10 Envelope 304 S. Sowell Searcy, Ar Stamp Here Size: #10 Typography: Chalkboard Color: All type print in black, logo is the limited use version. 15 Branding Guideline: Internal Collateral

16 9 x 12 Envelope 304 S. Sowell Searcy, Ar Size: 9 x 12 Typography: Chalkboard Color: All type print in black, logo is the limited use version. 16 Branding Guideline: Internal Collateral

17 Style Guide General Configuration Style Capitalization -Always capitalize the first letter in Sunshine and School Always title General Copy Style Never abbreviate Logo Usage Rules All formal must use either the logo or use in copy All other marketing materials should use the logo or use in the copy. If you have any questions about logo usage, please contact Roberto McGowan, Sunshine School Director of Public Relations, at Branding Guideline: Style Guide