Version 1.1 November 218 Brand Style Guide Guidelines for using the Saint Agnes School graphic identity This guide provides the tools and information you ll need to do your part in promoting a common, consistent, and professional image of Saint Agnes School.
THE Aggie Archives SPRING 218 Keeping alumni, families and friends connected to Saint Agnes School Be who God meant you to be and you will set the world on fire St. Catherine of Siena Why Branding? For Saint Agnes School, our website, logo, and publications are all physical manifestations of our brand but our brand goes beyond a logo or image. It is wrapped up in the consistent answer our faculty, staff, parents, and school community give when we talk about what makes Saint Agnes special. Ultimately, the goal of branding is to place a image in people s minds that is both focused and consistent with our vision. Our website, logo, and publications are all physical manifestations of our brand. Just as important to our branding are our sports uniforms and spirit wear. When people see a group of our studentathletes or fans, we want them to immediately recognize that they belong to Saint Agnes. In the end, we want our uniforms and spirit wear to represent more than just affiliation to our school or team, but rather the level of leadership, commitment, and achievement that we associate with great sportsmanship. Trademarks and Licensing The school signature is copyrighted and may not be used on publications or products originating outside of Saint Agnes School without express written permission from the Advancement Office. For approval and usage, please contact the Communications Coordinator in the Advancement Office. 2
Colors Note: The color blocks are not to be used as a color match. Please use the specified codes to achieve the best color reproduction. Limited Color Environment Any environment where full 4-color printing or digital presentation are not available - 1, 2, or 3 colors (including white). Color Types / Modes : pre-mixed solid ink used in 1 or 2 color situations (infrequent) : proportioned mixes of 4 inks, standard printing process full color : color code for light emitting screens (computer, tv, mobile) Hex: web color code RED NAVY WHITE 179 29 OPAQUE WHITE 1 1 1 218 2 33 48 78 2 2 2 da1921 34e ffffff 3
Colors Note: The color blocks are not to be used as a color match. Please use the specified codes to achieve the best color reproduction. Full Color Environment Any environment where full 4-color printing or digital presentation are available. Color Types / Modes : pre-mixed solid ink used in 1 or 2 color situations (infrequent) : proportioned mixes of 4 inks, standard printing process full color : color code for light emitting screens (computer, tv, mobile) Hex: web color code RED RED DARK GOLD GOLD LIGHT GOLD DARK NAVY NAVY LIGHT NAVY DARK MEDIUM BLUE M. BLUE LIGHT WHITE 179 181 48 461 46 29 647 296 62 6 OPAQUE WHITE 1 1 1 1 1 4 1 11 46 2 24 1 11 46 6 1 84 39 39 1 78 3 19 19 1 218 2 33 14 13 17 226 214 13 241 233 2 19 1 1 48 78 89 137 34 6 114 134 169 213 22 233 2 2 2 da1921 91d11 e2d699 f1e9c8 a438 34e 989 2238 7286a9 ddce9 ffffff 4
Wordmark & Logo The Saint Agnes School logo is the cornerstone of our visual identity. It is a meaningful mark, symbolizing the brand wherever it appears. Illustrated below is the preferred arrangement of these elements. Never use a text editor to place or replace the text in the logo. Its exact size, weight and placement are all part of the Saint Agnes School signature. This page does not show the full range of combinations/options Variables in logo options: Horizontal/Vertical Full color/grayscale/single color Text: Short/Wide Text: Gold/Red/Blue Make sure to adhere to the Saint Agnes logo standards. To request approval of logo usage, send your documents to the Communications Coordinator in the Advancement Office. Full color horizontal, short spaced Full color horizontal, wide spaced Special approval must be given if a layout demands a shift in relative scale between Crest and SAS text Full color vertical, wide spaced Full color vertical, short spaced Grayscale horizontal, short spaced, dark text Note: Grayscale A in crest must always be the lighter version Limited color, short spaced, blue Black (single color - could be red, navy, white)
Proper/Improper Usage DO NOT mix logo elements. DO NOT realign or reconfigure the elements of the logo. DO NOT display the logo on a background that provides inadequate contrast or is overly busy. DO NOT change the proportion of the mark to the logotype. DO NOT allow the logo to become distorted due to improper scaling. DO NOT change any color of the logo. SAINT AGNES SCHOOL DO NOT change the fonts in the logo. TIPS: Hold the Shift key in most software programs to maintain the proportions while scaling up or down. Avoid scaling larger than the original file. If a larger file is needed, request one from the Communications Coordinator in the Advancement Office. 6
Protected Area The protected area ensures that the wordmark and logo are always readable. The purpose is to prevent other graphic images or words from getting too close to our signature. No other type or images should appear in the space indicated. The protected area is a perimeter one text character height away from the text and crest 7
Full color Secondary Athletic Logos Limited color The secondary athletic logos, shown left, are allowable for campus use. All athletic logos must maintain approved colors, proportions and design integrity. No alterations may be made, nor shall design elements be added. Grayscale dark Grayscale light Black (single color) White (single color) 8
Files Name Structure The file name helps to identify what type of logo file and what version of the logo you are dealing with. Do not change the file names. Some examples: CrestSA-HwGold.eps Crest+SA indicates the main logo shield coupled with Saint Agnes School text Structure of the text as related to the shield: H=horizontal V=vertical Text spacing: w=wide spaced s=short spaced Text color scheme Color mode File format CrestSA-VsDkGray.jpg CrestSA-HwK.jpg Crest + Text, vertical stack, short spaced, dark gray text color (implies grayscale / B&W), jpeg file format Crest + Text, horizontal, wide spaced text, black text color (single color, implies unless dictated by file format), jpeg file format File Type For the sake of clarity, keep files in their original folders to keep print and web files separate..ai or.eps Adobe Illustrator: Vector/Vector+Raster, can be transparent, usually has no preview image. Source file or print file. or. Usually requires speciallized software to handle..tif.jpeg.png or.gif Raster, primarily for print, can be transparent. or. Raster, print or web, no transparency. or. Raster, web, can be transparent. only. Vector Graphics: Mathematically defined, can be any size and detail stays sharp. Usually source files. Raster Graphics: Pixel-based image, such as a digital photo. At some point, zooming in or expanding size reveals cubic pixels. Obtaining Copies of the Logo and Fonts Computer files (JPG, PNG, GIF, EPS, TIF, AI) are available from the Communications Coordinator in the Advancement Office. 9
Athletics Team Uniforms Colors The school colors are red and white. Navy is included as an accent color; gray is the fourth option if needed. Since red and white are the primary school colors, teams must purchase red and/or white uniforms and utilize navy or gray accents. When a team (such as basketball or football) requires both home and away uniforms, the away uniform should be white. The home uniform should be red. You can use a navy or grey as an accent color. If your team doesn t have a home/away uniform policy, choose a red or white uniform and use navy and grey as accent colors. In some cases (softball and baseball), a red uniform with pinstripes is acceptable. Any exceptions to this policy must be approved in advance by the Athletic Director or the Communications Coordinator in the Advancement Office. Wording When listing the school name, you should refer to the school as Saint Agnes. If only one word will fit, use Aggies. Do not use the initials SAS to refer to the school. Any exceptions to this policy must be approved in advance, by the Athletic Director or the Communications Coordinator in the Advancement Office. 1
Fonts, Logos, & Mascots Colors Use the approved fonts in this document for text in school publications, the website, and other internal and external communication pieces. A team uniform vendor can experiment with color combinations and sizing of the numbers and letters to make things as readable as possible. Work with your uniform vendor to create insignia that represents your team (golf clubs for golf, basketballs for basketball, etc.). Primary Typefaces To reinforce the Saint Agnes School brand identity, the school has selected standard typefaces for use in all promotional and correspondence material. All typefaces are suitable for a variety of communication materials, such as letters, memos and marketing brochures. Title Lato light Sub-Title Lato bold Main body copy sans serif Lato regular Compact copy sans serif Avenir Next Condensed Main body copy serif Goudy Old Style Regular 11
Photography Imagery is one of the most powerful ways to represent Saint Agnes School s brand. Whether the main component of a design or a visual accent within the design, take care to ensure that the image incorporates the brand identity. Images should convey a sense of leadership, camaraderie, victory, and a compelling student life. For publication purposes especially, images should strive to tell a story (using a setting and other items that promote Catholic life, academics, and/ or athletics/extra-curriculars). When choosing photography, pay special attention to attire, diversity, co-ed balance, and any other issues to ensure that the school is portrayed positively. Technically, an original photo file (i.e., an image that has not been cropped or resized) is preferred for quality. The best images have background space around all edges, allowing for flexible usage purposes in numerous design contexts. Photography should feature images of actual students and alumni. All families sign a release form for their child s image to be legally used for promotional materials. In some cases, families have decided to opt out and do not permit the school to use their child s image for such purposes. Questions regarding releases can be made to the Communications Coordinator in the Advancement Office. As part of the TADS application, when students [re]-enroll, parents opt to permit the school to use their child s images for informational and promotional materials. 12
Apparel Approved Apparel Colors Before designing and producing any apparel for any club or organization, request written approval from the Communications Coordinator in the Advancement Office. Please note that spirit wear and athletic shirts will only be approved if they are white, red, navy or gray. Other colors may be approved for certain event and club shirts based on the purpose of the shirts. Each request will be handled on a case by case basis. No black shirts will be approved except on a very limited basis for adult spirit wear. Apparel that incorporates black into the style may be submitted for approval. Preferred Vendors RED 179 1 1 218 2 33 NAVY 29 1 48 78 WHITE OPAQUE WHITE 2 2 2 colors (red and navy) will be most likely used with vendors to reference color accuracy da1921 34e ffffff Please contact the Communications Coordinator (communications@saintagnesschool.org) for a list of preferred apparel vendors. These vendors will have approved logos for use and a copy of this branding guide. 13
Institutional Information School Name The official full name of the school is Saint Agnes School. If more than one reference to the school is made, use Saint Agnes. Saint Agnes is the only correct abbreviation of the school s name in written form (St. Agnes School or St. Agnes is not approved for written form.) Tagline There are two options when printing the school tagline: 1. Forming Catholic Hearts and Minds in Faith, Reason and Virtue 2. Forming Catholic Hearts and Minds 13
Stationery The stationary design applies to all letterhead, envelopes, business cards, labels, note cards, note pads, etc. If you need a new design for envelopes or odd-sized letterhead, please contact the Communications Manager in the Advancement Office. Electronic letterhead is available for editing and printing on the school s network. Letterhead and Letter Style All single-sheet and first-sheet letterhead must follow the design indicated below. Exceptions to the standard format require approval from the Communications Manager in the Advancement Office. 14