Brand Identity & Logo Standards

Transcription

1 Brand Identity & Logo Standards

2 THE STEVENSON BRAND IDENTITY AND LOGO A brand s identity is perhaps the most important facet of any business. A company s brand is its definition in the world, the name that identifies it to itself and the marketplace. Stevenson School, inspired by its namesake, projects an identity as a selective school for college-bound boarding and day students that frames both high achievement and joyful living as mutually reinforcing aspirations. In addition, the school s location in Pebble Beach sets it apart from the competition. All of which make up the brand s identity. The foundation of your brand is your logo. Your website, collateral, and marketing campaigns need to integrate your logo for a cohesive brand identity. This also includes specific colors and typefaces. A key factor in building the credibility of Stevenson School s brand is the consistent and appropriate use of the logo. This publication is your guide to maintaining the integrity of Stevenson School s brand identity. WHEN IN DOUBT, ASK These brand standards have been carefully designed by experienced professionals in marketing and communications in conjunction with Stevenson School s representatives. Please use the templates in this guide for your letters and flyers. If you would like to use the Stevenson logo, please contact Julie Pitts and she will help to determine what format will work best for your purpose and then it to you. If you need additional design help, please fill out the Project Request Form and submit it to the Communications Department. In any instances when the correct use of the logo is unclear or questionable, please contact the Communications Department: Julie A. Pitts Advancement Office, Director of Communications 3152 Forest Lake Road Pebble Beach, CA [email protected]

3 STEVENSON SCHOOL LOGOS IDENTITY LOGO The identity logo is to be used exclusively on school identity materials. This includes campus signage, letterhead, business cards, envelopes and folders. PROMOTION LOGO The promotion logo is to be used on all other materials, both printed and electronic. This includes brochures, flyers, ads, direct-mail pieces, booklets, newsletters, posters, postcards, online ads and websites.

4 APPROVED IDENTITY LOGO STYLES FULL-COLOR IDENTITY LOGO There are two versions of the full-color identity logo. The positive version is designed for use on a white background only. The reverse version is designed for use on a background of 100% Pantone 7495 only. There is no grayscale identity logo.

5 APPROVED PROMOTION LOGO STYLES FULL-COLOR PROMOTION LOGO The full-color promotion logo has been designed to work regardless of whether the background is white, a solid color or an image. GRAYSCALE PROMOTION LOGO The grayscale promotion logo has also been designed to work regardless of whether the background is white, a solid color or an image.

6 PROMOTION LOGO PROHIBITED REPRODUCTION Do not distort or alter the logo (slant, stretch). Do not change the color of the logo. Do not alter the logo or add individual elements to it. Do not crop out parts of the logo. Do not add text closer than the x-height of the body of the logo. Do not size the logo too small. The school name must always be legible. Carmel and Pebble Beach, California

7 COLORS SCHOOL IDENTITY COLORS The Stevenson Green, Stevenson Gray and Stevenson Beige are the primary colors of the school identity and should be used as the foundation for all identity and collateral materials. PMS 7495 C50 M30 Y82 K15 #6B773D PMS 8603 C57 M51 Y53 K47 #2B2923 PMS 7535 C0 M3 Y15 K20 #D3CAB7

8 COLORS ADDITIONAL COLORS These additional colors have been selected to complement the school identity colors. PMS 1605 C20 M60 Y100 K5 #B06117 PMS 653 C80 M60 Y30 K0 # PMS 125 PMS 464 C0 M15 Y75 K10 #E9C044 C30 M50 Y85 K15 #936230

9 DESIGN SAMPLE BUSINESS LETTER [ MS Word Stationary: Stevenson_Letter_Template.doc ] 1.5" [ Goudy Old Style, 11pt, single line spacing ] 1" 1" [ Signature ]

10 DESIGN SAMPLE FLYER [ MS Word Stationary: Stevenson_Flyer_Template.doc ] [ Stevenson Green 100% H:77 S:44 B:53 ] 1".75" [ Headline: Verdana, 36pt, All Caps, Centered, Gray 80% ] [ Sub-head: Verdana, 18pt, Italic, Centered, Stevenson Green 100% ] 1" [ Body Copy: Verdana, 14pt, Left-Aligned, Gray 80% ] [ Emphasis 1: Verdana, 14pt, All Caps, Stevenson Green 100% ] [ Emphasis 2: Verdana, 14pt, Left-Aligned, Gray 80% ]

11 DESIGN REQUEST FORM Project Title Today s Date Due Date Department Budget Requested By Phone Collateral Media Services (Please complete printing specs below.) Event Ad Design Brochure Class Schedule Ad Copywriting Flyer On-Campus Newspaper Ad Event Photography Poster Web Banner Printing Vinyl Banner Web (Copy Change) Mail House Services/Postage Name Tags Web (Image Change) Other Buttons Other Tickets Other Project Please give a detailed description of the project. Submit any samples, images or copy with this form. Printing Specs Quantity Flat Size Number of Pages Binding Please complete this section if you checked a box in the COLLATERAL column. Paper Folded Size Colors/Varnish Distribution Special Instructions Please complete this form and return or fax it to the Communications Department. Someone will be in touch with you to help develop a solution for your project Forest Lake Road, Pebble Beach, CA tel fax