BRAND GUIDELINES

Transcription

1 BRAND GUIDELINES Mount Pisgah Christian School Department of Admissions and Marketing

2 OUR BRAND Our brand is the composite of all elements that communicate to the world who we are as a school and community. It is imperative that we establish a unified message and vision of Mount Pisgah Christian School. This guide outlines the rules and methodology behind our new look and feel. Consider each element carefully as you play your part in expressing the MPCS brand. The new Mount Pisgah Christian School Style Guide: WELCOMING Bright, patriotic colors, vivid photography and a clean, sophisticated aesthetic reflect openness and vibrancy. UNIFYING Consistency builds brands. Our framework and elements will be followed to ensure a unified voice. ADAPTIVE Flexible tools and templates allow team members to express their ideas in flexible and creative ways. LOGOS COLORS TYPOGRAPHY BRAND DESIGN SYSTEM Brand Policy Over the years, our School has used a variety of logos, imagery and styles in our communications. Toward unifying our brand standards across multiple expressions, this document serves to ensure we simplify the use of our logo and visual identity while honoring our commitment to quality and excellence at Mount Pisgah Christian School. We have created a system that includes standards that must be honored while allowing the freedom within a framework to creatively bring messaging to life within a variety of templates. Any exceptions will require written permission prior to production by Karen Brunke, Director of Admissions and Marketing AND Ruston Pierce, Head of School. This Document: This document is intended to support those who are entrusted with the Mount Pisgah Christian School brand with approved creative guidelines. All visual communications internally and externally need to adhere to the guidelines in this document. All uses of our logo in creative applications must be approved prior to release of publication. School uniforms and other dress code items are not included here. 2

3 OUR LOGO For , the only authorized logo is the Mount Pisgah wordmark. The MPCS wordmark logo is a registered trademark, so it is important that you not alter the artwork in any way. MPCS symbols may be reproduced only from original master copies referenced in this document. Characteristics Our logo is characterized by an all lower case Mount Pisgah in a serif font stacked on top of an all upper case Christian School. Note that the approved logo has connections at the U and N as well as the A and H. Our logo is always shown in a single color. Vertical Spacing The amount of space between Mount Pisgah and Christian School is equal to the height (x-height) of the M. X height of m Clear Zones The logo must be surrounded on all sides by clear space. The clear space should be no less than twice the x-height of the m.. Do not print graphics, rules, typography or other elements in this area. 2X X 2X 3

4 WE NO LONGER USE THE CREST The crest in its many forms is being phased out as we simplify our marketing communications in the private Christian School space. Uniforms and other items with the crest and its varying wordmarks can still be worn. DO NOT use the crest in marketing or any other communications. UNACCEPTABLE VARIATIONS Maintaining the integrity of the logo is important. It must be presented in a clear, consistent, and effective manner. Always use original digital art. The logo cannot be redrawn, re-proportioned or modified in any way. Use of a font or art similar to the official logo in order to circumvent the requirements is not allowed. Graphic elements that appear to connect or combine the Mount Pisgah Christian School logo with other logos or graphics are not allowed. No angles No distortion No separate colors No stacking MOUNT PISGAH Christian school No outlines No elements in clear zones No variations on fonts No abbreviations No abbreviations No additional elements 4

5 BE ALERT FOR IMPROPER LOGO FILES Over the years people have created and used variations of our logo. Please make sure you are only using the approved logo file. We do not use the version of the wordmark that has many of the letters touching and the space between letters is condensed. For questions about which file to use see Karen Brunke. Correct File DIVISION LOGOS Our division logo(s) is an extension of the MPCS wordmark. This approach and design is ONLY TO BE USED IN DIVISION LOGOS. This is not a design for headlines or page titles..5x 1.5X 1.5X Division Name is always the same color as the logo. Vertical line is Light Blue or White. Division Name font: Antonio Bold. All caps. 5

6 MP LOGO IS INTENDED FOR ATHLETICS USE ONLY Any exceptions would require written permission prior to production by Karen Brunke, Director of Admissions and Marketing AND Ruston Pierce, Head of School. ATHLETICS LOGO In 2015, a new logo was created for the Mount Pisgah Christian School Athletics department and the sports teams. The MP logo is fresh and bold approach to the traditional school sports logo and represents all our athletes well. Customizations and unique interpretations of the MP and it s color arrangement weakening our brand. The MP Our Primary Athletics Logo The MP logo icon is our primary athletics logo. The design allows for multiple color variations which are defined on the next page. Secondary: MP Logo with Wordmark The MP logo icon can be shown with the custom Mount Pisgah and Patriots word marks. 1 Color 1 Color Athletic Department Crest and Team Crests Each team has it s own custom designed crest. For embroidered uses, the serifs have been removed and the font simplified. DRUMLINE Embroidery Ready 6

7 MP COLOR OPTIONS Three Color (plus White) White is the primary color with red and dark blue outlines. Accents are light blue. The logo has a white outline to separate it from competing backgrounds. Note the solid fill inside the P and the inner section of the M. Two Color (plus White) White is the primary color with red and dark blue outlines. There is no light blue accent. The logo has a white outline to separate it from competing backgrounds. Note the solid fill inside the P and the inner section of the M. One Color (plus White) White is the primary color with dark blue outlines. The logo has a white outline to separate it from competing backgrounds. Note the solid fill inside the P and the inner section of the M. One Color (no White) White is the primary color with red and dark blue outlines. There is no light blue accent. The logo has a white outline to separate it from competing backgrounds. Note the solid fill inside the P and the inner section of the M. 7

8 COLORS When you think Patriots, you think Red, White, and Blue. These make up our Primary Color Palette. We have accents and supporting colors to help create compelling and brand specific communications. Our MPCS color palette (PMS, CMYK, RGB, Web) should be used as the core color scheme for all communications. Primary Color Palette Dark Blue Pantone 288 C Hex: 002d74 RGB 0, 45, 116 CMYK 100, 87, 27, 19 Red Pantone 711C Hex: d02c2f RGB 208, 44, 47 CMYK 12, 97, 92, 3 White Pantone Hex: ffffff RGB 255, 255, 255 CMYK 0, 0, 0, 0 Accent Color Light Blue Pantone 284 C Hex: 6aaae4 RGB 106, 170, 228 CMYK 55, 22, 0, 0 Supporting Color Palette Charcoal Pantone 432 C Hex: 323e48 RGB 50, 62, 72 CMYK 79, 64, 52, 44 Light Accent Gray Pantone Hex: f1f4f7 RGB 241, 244, 247 CMYK 4. 2, 1, 0 Dark Accent Gray Pantone 7541 C Hex: d8dfe1 RGB 216, 244, 247 CMYK 4, 2, 1, 0 8

9 WORDMARK COLOR OPTIONS Consistency is the number one rule of branding. Our wordmark is standard and we need to protect it with strict rules of use. See page 3 for spacing rules. Primary Colors Dark Blue (PMS 288C) and White are two main color options for our wordmark. Secondary Colors Occasionally it may be appropriate to use Red or Light Blue for the wordmark but this is not encouraged. Box indicates background color. There is NO box around any of our logos. APPROVED COLOR USAGE Always make sure there is adequate contrast between our logo and it s background. Using our approved colors, please follow the suggestions below for ensuring our logo is always immediately recognizable and legible. Use of non-mpcs colors require permission from Marketing White on Dark Blue White on Red Dark Blue on light colors Dark Blue on darker non-mpcs colors that White on Black White on Charcoal White on Light Blue Dark Blue on light non-mpcs colors 9

10 UNACCEPTABLE VARIATIONS Always make sure there is adequate contrast between our logo and it s background. Place our logo over multicolored, textured or patterned backgrounds with extreme care. These examples are to be avoided. Light Blue on Red Red on Light Blue Dark Blue on dark colors Red on Dark Blue Low contrast off busy background White on light background Low contrast off busy or competitive backgrounds Low contrast 10

11 LOGOS AND BACKGROUNDS It is preferred to have a solid color background, however there are instances where the logo wordmark is set on top of a photograph. Follow the rules for placement and spacing first but also be very mindful to place the logo over an area that is not overly busy with competing colors, patterns or images. Photography or Other Images as Background Contrast is king. To protect our brand we must make sure it has ample contrast with any image behind it. Use a white logo on a dark area. Use the dark blue logo on light colored areas. Try to avoid placing the photo on overly complicated images. Try to avoid placing the logo over faces. White on dark backgrounds Dark Blue on light backgrounds UNACCEPTABLE VARIATIONS Protect our logo. Be very mindful of the background where you place it. Be mindful of color contrast as well as competing clutter that will reduce the impact and legibility of our logo. White on light backgrounds Dark on dark backgrounds Busy Background 11

12 DIVISION LOGO COLORS Our Division Logo is intended to be two or one colors. The MPCS wordmark and the Division name are ALWAYS the same color. In a two color version, the divider line is a contrasting white or light blue. When the logo appears in one color, the wordmark, division name and divider line are all the same color. Two Colors Boxes indicate background color. There is NO box around any of our logos. One Color UNACCEPTABLE VARIATIONS Divider Line that is not Light blue, Dark Blue or White Divider Line that is not Light blue, Dark Blue or White Red logo 12

13 TYPOGRAPHY To deliver our brand message, use only the fonts outlined below. Our fonts are readily available on almost all computers and systems and supported universally. Antonio Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Antonio Bold is used for Headlines or to add emphasis. It is the only font to be used in Division logos. Different weights (regular or italic) may be used sparingly. Headlines are ALL CAPS. Subheads or other points of emphasis can be upper or lower case. Garamond Used in Subheads or to add emphasis for short bits of copy, Garamond can be used in a variety of weights. Upper and Lower case only. Arial Arial is our primary font for body copy. It is clear, easy to read and available on all computers making it web-safe and very compatible for any presentation. Garamond Regular ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Garamond Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Garamond Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Regular ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstu vwxyz Arial Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Bold ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

14 DESIGN GUIDE Tools and templates Use this guide to help you create communications that are SPIRITED, UNIFYING, and ADAPTIVE as well as true to our Mount Pisgah Christian School brand while staying true to your communications creative needs.

15 DESIGN ELEMENTS These simple, easy to use elements combine with our colors scheme, fonts, and logos to create our Mount Pisgah visual identity. They are intended to be building blocks that help you create effective communications that stay on brand and provide flexibility and space for your own creativity. BLUE BARS Our primary color is Dark Blue (PMS 288). For each communication design we have created a dark blue bar that can be manipulated to account for the amount of space and emphasis needed. Dark Blue bar always extends the full width of the page. Full bleed. The Light Blue stripe is for accent. Do not put content in the stripe. Dark Blue PMS 288 Light Blue PMS 284 For communications that do not depend on imagery, the blue bar can be large. It can also move to the bottom if there is a great photo or image. Dark Blue box can vary in height. Light blue box can also vary but should predominantly used at inches tall or thinner. When using a larger blue bar, divide the page in thirds. There are ONLY two options: 2/3 Solid color at the top. 1/3 solid color at the bottom. The remaining space is white and available for your content. Add images or text. Subhead is Garamond Content Area UPPER SCHOOL Content Area We have two smaller options for the dark blue line. These are more for letterhead or other communications which are very content / copy heavy Nesbit Ferry Rd Johns Creek, GA (678)

16 DESIGN ELEMENTS CONTINUED RED BOX Our secondary color is Red PMS 711C. As design element, we have created a small red box that fits at the bottom right corner of the page. This box brings some emphasis and draws the eye to the bottom right encouraging the reader to view all of the content along the way. The Red Box is an accent only. It is not to be used for messaging or other design purposes. The box is ALWAYS 25% of the width of the image area. Keep the box short. For an 11 inch tall communication, the box should never be taller than.25 inch. X.25X Red PMS 711 C Never taller than.25 (1/4) inch. 1/44 of print area. LOGO PLACEMENT Our logo should be in the top left corner OR the bottom left corner. Always follow clear zone rules (page 3) for the minimum distance away from the page edge and other elements. at least X X X.25X Headli Top Left Corner Bottom Left Corner Top Left with thin blue bar Subhead is Garamond Content Area UPPER SCHOOL 9820 Nesbit Ferry Rd Johns Creek, GA (678)

17 LAYOUT We have designed this system to provide you the most flexible and fertile areas to communicate your message. Use photography and illustration to promote your events or lessons. a The Golden Ratio and Vertical Thirds The Golden Ratio or Golden Mean is a mathematical ratio that creates a balanced and pleasing composition. Artists and architects have been using it for centuries and it is even found in nature. Without digging too deep into the math, we are simply going to vertically divide our compositions into thirds. The top 2/3 will be set as either solid color with headlines and subheads or image area that you can fill with photos or illustrations. The Golden Ratio b A line is divided into two parts and the longer part (a) divided by the smaller part (b) is equal to the sum of (a) + (b) divided by (a), which both equal /3 1/3 Emphasis on Headline In this case the top 2/3 is solid color for headline and subhead. The bottom 1/3 is for content. This content can be images and text or just text. Use this approach when an excellent image is not available or to emphasize the headline. 1/3 Emphasis on Imagery In this case the top 2/3 is a photo with a custom headline for a special event. The bottom 1/3 is for informative content. Use this approach for events or topics where a great image or graphic is available (like a play or a photo of a team, etc.). 17

18 FLYERS We created the approach of the vertical thirds to provide as much creative flexibility as possible for our many users and communication methods. Content Area Subhead is Garamond Content Area UPPER SCHOOL This design emphasizes the headline and allows for detailed content below. This design emphasizes great imagery. Communications that are heavy with copy like schedules or syllabi can utilize the memo template to create a design such as this. FISHING Subhead is Garamond Content Area You are required to use high resolution photos. Please note the placement of the URL in this design. It should be on a solid background and preferably at the bottom of the page. Sometimes you only have a small image. Remember to keep in mind our rule of thirds! 18 PowerPoint slides are a great way to show off our new brand. Regardless of the size of your communication, remember to follow our design rules.

19 POWER POINT TEMPLATES We do a lot of presenting at MPCS! To meet the needs of all these presentations and also maintain brand consistency, we have created a PowerPoint template for you to use as the foundation of your presentation. Always follow our rules of vertical thirds and remember that our red square is never more than 1/4 of the width. 19

20 For questions please contact: Karen Brunke Director of Admission and Marketing