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1Brand Guidelines

2At the heart of the Woodward Academy campus stands a gate. For 120 years and counting, new students have arrived and entered—metaphorically—through this gate. And then, at the conclusion of their senior year, they go back out, off into the world and to the rest of their lives.Looking at this great body of students over the years, you see that each arrives here unique. Each has their own story, their own family, their own strengths and challenges, their own goals and dreams. They come from all across Atlanta, and even the world. They are different in many ways—economically, geographically, racially, spiritually, and in their learning styles. Twelve thousand individual stories and counting. And yet, they also are all part of one single story. Because, while everyone comes from their own beginning, and goes on to their own future, there is also the time that they spend together on this side of the gate—within Woodward. From the moment they enter Woodward to the moment they leave, these students learn and strive and grow together. They learn how to think about and engage in the world outside of themselves, making a commitment to do their best, and gaining the confidence to make a difference. This shared purpose and ethos is something we call the Woodward Way.In 1900, this vision was present at the very formation of this Academy. Founders Col. John C. and Lucile Woodward believed students needed a place to be challenged and encouraged, where they could grow not just in their knowledge, but in the traits and qualities that would shape the way that they use that knowledge—a strong foundation, strong enough to hold whatever future would be built upon it. Problem-solving. Responsibility. Hard work. The Woodward Way has remained at the heart of this place even as the Academy has evolved. Now, we are a place that welcomes all people, a place with no home for intolerance. Woodward is a place for people of differing beliefs to come together with compassion and respect, a place for nurturing conversation and understanding rather than sowing division. At the core of our belief is that all people are innately valuable as they were created, and that there is no place for intolerance here. Respecting ourselves, each other, our school, and our world is the Woodward Way.The shared ethos of the Woodward Way manifests in every aspect of the Academy. It creates a place where caring, engaged citizens grow. A place where children are equipped with empathy for all people, socio-emotional intelligence, and thoughtfulness, as well as the confidence, tenacity, and resilience to put those qualities to work in the difficult—but desperately needed—effort of making the world a better place. It is a place where all seniors are required to take a Compassion Capstone class, which serves as a platform for them to go out into the world ready to help others.“Before we acquire great power we must acquire wisdom to use it well.” That’s Ralph Waldo Emerson. Or, perhaps you like your inspirational quotes more contemporary, so here’s Spider-Man’s Uncle Ben: “With great power comes great responsibility.” At Woodward, great power means knowledge, but along with it comes accountability, tolerance, compassion, and a strong work ethic. Working hand in hand with families, we empower each child to tap into their innate gifts and pursue them to the fullest, to send children out into the world confident and capable. To be good people.Once those students pass back out of the gate and into the rest of their lives, they are not leaving the Woodward Way behind. They take it with them. Wherever they go to college, whatever occupation they choose, they bring the values and skills they gained during their time here. And it is that identity, that energy, that charges them with a mission: Make a difference. Serve others. Leave the world better than you found it. Our alumni do this in big ways, as government leaders and heads of industry. They do so in quiet ways, too, out of the spotlight—surgeons saving lives and volunteers gathering food for the needy. But it is something they all share. A journey they all take. Together.That is the Woodward Way.Our brand is a story. This story.WHO WE ARE

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4What we do. Why we do it. Who we do it for.Woodward provides a topflight private education to students of all backgrounds and demographics from across the Atlanta area—we are Atlanta at its very best. This education extends far beyond academics and into service, the arts, athletics, and a wide range of cocurriculars.In a world where difference is often associated with conflict, Woodward rises above. The Academy serves as a sanctuary for difference, while nurturing conversation and understanding rather than sowing division. At the core of our belief is that all people are innately valuable as they were created, and that there is no place for intolerance here. Respecting ourselves, each other, our school, and our world is the Woodward Way.Here, students don’t just gain knowledge. They gain skills and traits such as respect, social awareness, empathy, open mindedness, accountability, and dedication to service, which will serve them throughout their lives, so that they can go out and make their mark in the world.We look out and see a fractured, contentious world. A world that needs people equipped to handle thorny challenges and to overcome divides in order to create a better future. It needs responsible, engaged citizens committed to honesty, understanding, and justice. It needs wisdom.We believe that we are called to the work of training those engaged citizens of tomorrow, of equipping our students with the knowledge, compassion, and resiliency that will enable them to achieve their own unique measure of success, bridge divides, and foster unity, in ways big or small, in their communities and in the world.Parents in the metro Atlanta area who believe in the transformative power of education. Parents who don’t just aspire for their children to get into the best college, but aspire for their children to be good people and to make their unique mark in the world beyond college. Parents who value differences and do not want their children to live inside a bubble. Parents who value responsibility and hard work, but who also want their children to try a variety of clubs and activities (and have a lot of fun in doing so) in order to discover and activate their passion.WHO WE AREThe Woodward Academy Brand

5WHO WE AREWhat makes us different?We are the only private school that truly represents all of Atlanta, a community of diverse students and families. Here, students learn how to respect and relate to other people and cultures, fostering personal connection and growth. We are a big community, one with size and scope and diversity, and yet the Woodward experience is deeply personalized. Each student can tailor their own educational experience to their unique talents, interests, and passions.

6OUR PERSONALITYOur students learn to approach others with compassion and empathy.Our vast opportunities allow students to pursue passions that sustain them through life.We embrace every student as they are, and we value the unique skills and talents that only they can offer the world.Respecting ourselves, each other, our school, and our world is The Woodward Way.Students learn to view the world from the perspective of others in our inclusive community We provide nurturing spaces that ground students in a caring community.We create dedicated scholars and engaged citizens.CompassionateGroundedRespectfulEnthusiasticDedicatedTolerantAuthentic

7A community that looks like Atlanta and the world, with a wide and deep range of people from a great variety of cultural, intellectual, religious, and ethnic backgrounds.A space for students to learn from those with different backgrounds and experiences so they can go out into the world knowing how to interact respectfully with others, including those with whom they disagree.The ability to tailor the curriculum to meet each child and family where they are academically, and to shape their education to answer the call of their passions (rather than serving as a pressure cooker or under-challenging them).More activities and cocurriculars than any other school, the chance for every student to find their passion, whether it’s biotechnology, debate, game design, world languages, robotics, or dance.OUR VALUE PROPOSITIONS

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9Brand ElementsOur visual identity is more than a logo. It’s bold and dynamic and reflects how we contribute to the world. Our brand elements include our wordmark and logo, color palette, typography, and unique symbols, creating a distinct identity that is unmistakably Woodward Academy.

10BRAND ELEMENTSLogoPrimary WordmarkThe primary wordmark should be used in most instances.

11BRAND ELEMENTSLogoWordmark Lockup VariationsHorizontal, one-lineWhen size or space constraints do not allow for a stacked wordmark, use this version.Stacked, two-lineWhen you want to emphasize “Woodward” over “Academy” or enhance the overall design, use this version.Left-aligned, two-lineWhen the centered two-line version doesn’t work with a layout, use this version.

12BRAND ELEMENTSLogoWordmark Clear SpaceKeep the logo clear of competing text, images, and graphics by maintaining the minimum amount of clear space on all sides. Give the logo breathing room.

13BRAND ELEMENTSLogoWordmark Color VariationWoodward Red (preferred)As our primary color, Woodward Red is the preferred color for the wordmark. Use thisversion whenever possible.Knockout (white) This version should only be applied on dark backgrounds or images where the preferred version lacks contrast. Avoid overlaying the logo on photography in ways that obstruct the subject.BlackThis version should only be used in projects that must be created in black and white.

14BRAND ELEMENTSLogoFull Logo LockupWhile our primary wordmark should be applied in most contexts, the gate symbol can be used alongside the wordmark as a full logo lockup.SymbolSymbolWordmarkWordmarkLogo LockupLogo Lockup

15BRAND ELEMENTSLogoAlumniThe eagle symbol can be used alongside the wordmark as a full logo lockup for alumni purposes only.

16BRAND ELEMENTSAcademy SealThe seal represents Woodward’s history and credibility as an institution. While the primary logo should be used in most contexts, the seal can be a way to elevate Woodward’s prestige. The seal should be used for academic ceremonies (commencement), achievements (diplomas, certificates), and awards.

17BRAND ELEMENTSThe GateThe Gate is a symbol of the Academy that can be used alongside the wordmark (see page 14) or as a standalone art element.

18BRAND ELEMENTSWA IconWoodward Red and Black is the preferred color combination for the icon. The icon can also be white or black.The WA icon should be used only in contexts where Woodward Academy is understood. A variation of the full Woodward Academy logo (found on pages 10-14) is recommended for external use such as advertising, banners, school fairs, etc.Primary Color Variation

19BRAND ELEMENTSColor PalettePrimaryPMS 201 CCMYK 26, 98, 77, 21RGB 157, 34, 53 HEX #9d2235PMS 427 CCMYK 18, 14, 13, 0RGB 206, 206, 208 HEX #ceced0PMS P 8-9 CCMYK 7, 6, 18, 0RGB 235, 230, 210 HEX #ebe6d2PMS P 48-8 CCMYK 0, 100, 88, 0RGB 236, 31, 48 HEX #ec1f 30Athletics Use OnlyPMS WHITECMYK 0, 0, 0, 0RGB 255, 255, 255 HEX #ffffffPMS BLACK 6CMYK 30, 30, 30, 100 (rich black)RGB 0, 0, 0 HEX #000000The right balance of colors is important to create a consistent, yet interesting appearance. Woodward Red should be the dominant color.

20BRAND ELEMENTSneutralvibrantPMS P 179-2 CCMYK 4, 2, 2, 0RGB 241, 244, 244 HEX #f1f4f4PMS 4057 CCMYK 8, 75, 58, 0RGB 223, 100, 96 HEX #df6460PMS 2249 CCMYK 72, 14, 70, 0RGB 71, 169, 114 HEX #47a972PMS 9243 CCMYK 13, 17, 18, 0RGB 218, 205, 198 HEX #dacdc6PMS 7691 CCMYK 100, 65, 20, 0RGB 0, 96, 151 HEX #006097PMS 2397 CCMYK 69, 0, 31, 0RGB 16, 198, 194 HEX #10c6c2PMS 5405 CCMYK 75, 46, 32, 6RGB 76, 118, 142 HEX #4c768ePMS 540 CCMYK 93, 41, 0, 73RGB 0, 46, 83 HEX #002e53PMS P 50-16 CCMYK 0, 100, 90, 70RGB 90, 2, 7 HEX #5a0207PMS 7548 CCMYK 0, 23, 97, 0RGB 255, 197, 19 HEX #ffc513PMS 130 CCMYK 2, 38, 95, 0RGB 244, 167, 42 HEX #f4a72aPMS 321 CCMYK 100, 0, 30, 25RGB 0, 139, 155 HEX #008b9bPMS P 57-9 CCMYK 4, 20, 17, 0RGB 239, 207, 197 HEX #efcfc5PMS 715 CCMYK 3, 56, 92, 0RGB 238, 136, 51 HEX #ee8833PMS 310 CCMYK 52, 0, 13, 0RGB 110, 204, 221 HEX #6fccddThe secondary palette ranges from neutral to vibrant and can be used to create different moods. Refrain from using red, white, and blue color palettes.Color PaletteSecondary Range

21BRAND ELEMENTSColor PaletteDigital Color AccessibilityWoodward strives to provide an inclusive environment. When designing, we consider the distinct needs of all. This page includes approved color combinations that meets WCAG 2.0 AA accessibility standards for websites.When choosing type and background colors, always promote visibility and legibility by ensuring sufficient contrast for font sizes.You can check color accessibility at webaim.org/resources/contrastchecker/ExampleExampleExampleExampleExampleExampleExampleExample

22BRAND ELEMENTSTypographyPrimary SansABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 !#$%^&*+?ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 !#$%^&*+?MontserratGeometric and functional without being boring. This typeface is useful in any scenario.Woodward Academy Woodward AcademyMontserrat is available to download for free directly from Google: fonts.google.com/specimen/Montserrat

23Montserrat Extra BoldMontserrat BoldMontserrat SemiBoldMontserrat MediumMontserrat RegularMontserrat LightMontserrat Extra LightBRAND ELEMENTSDisplay Type Body TextTypographyPrimary SansMontserrat Extra BoldMontserrat BoldMontserrat SemiBoldMontserrat MediumMontserrat RegularMontserrat LightMontserrat Extra LightMontserrat is available in a variety of weights, which are used to create typographic hierarchy. The italic style should be used sparingly for callouts, testimonials, and emphasis within body copy.

24BRAND ELEMENTSTypographyBody CopyIn most instances, body copy should be set in Montserrat. Freight Text Pro is a serif font that can be used as an alternative body copy.Dendi nisquis sincius raector umquiae. Nequis coresectes dolorpor maximinveri resequasi incimolores dolupti oreheni stibusant que duntiatia sequos utendisque et velestem quos eum eostibusda volorerro ommodit aescienis repta sunto coris mi, esti cume venet recati ut et quidus re erit aut acerro ommolut harundam et dolupta.Bus ipsanis sequunt, sitaturit quos volorit earum quibusc itatemp orrorro rrupta sitis arum accabore dol Dipsaectius alitatqui volor sum quatemp oreius, quati diti audanditae plita sum fuga. Nempere, ipsam apelesequi adis amusciusdam que sit, se nim eture volupti cus vid mintio et harum volorum quae qui ipsam que preptia nis est vitasit aquamet lat occum qui reiunt ipita comnia volorum fugitesciur.Bus ipsanis sequunt, sitaturit quos volorit earum quibusc itatemp orrorro rrupta sitis arum accabore dol Dipsaectius alitatqui volor sum quatemp oreius, quati diti audanditae plita sum fuga. Nempere, ipsam apelesequi adis amusciusdam que sit, se nim eture volupti cus vid mintio et harum volorum quae qui ipsam que preptia nis est vitasit aquamet lat occum qui reiunt ipita comnia volorum fugitesciur.Bus ipsanis sequunt, sitaturit quos volorit earum quibusc itatemp orrorro rrupta sitis arum accabore dol Dipsaectius alitatqui volor sum quatemp oreius, quati diti audanditae plita sum fuga. Nempere, ipsam apelesequi adis amusciusdam que sit, se nim eture volupti cus vid mintio et harum volorum quae qui ipsam que preptia nis est vitasit aquamet lat occum qui reiunt ipita comnia volorum fugitesciur.Itionsequi seque consed est.Net dolorum quianti oresto to ium labor sitasperrunt reptae ommolupta vid etur?Ut atium ulles re ellabo. Consecabo. Ut optia dis accat optatemporum et rersper umquis int.Dolores citiae optatecupta cum necerch illupta.Essequat a volorum exeri dempos pa nonseque nullendunte esto bearionsequi natusam fugitis quis aliqui dio etum experum rae velescipsa nostemqui velent que.Dendi nisquis sincius raector umquiae. Nequis coresectes dolorpor maximinveri resequasi incimolores dolupti oreheni stibusant que duntiatia sequos utendisque et velestem quos eum eostibusda volorerro ommodit aescienis repta sunto coris mi, esti cume venet recati ut et quidus re erit aut acerro ommolut harundam et dolupta natibus dandae.Bus ipsanis sequunt, sitaturit quos volorit earum quibusc itatemp orrorro rrupta sitis arum accabore dol Dipsaectius alitatqui volor sum quatemp oreius, quati diti audanditae plita sum fuga. Nempere, ipsam apelesequi adis amusciusdam que sit, se nim eture volupti cus vid mintio et harum volorum quae qui ipsam que preptia nis est vitasit aquamet lat occum qui reiunt ipita comnia volorum fugitesciur.Bus ipsanis sequunt, sitaturit quos volorit earum quibusc itatemp orrorro rrupta sitis arum accabore dol Dipsaectius alitatqui volor sum quatemp oreius, quati diti audanditae plita sum fuga. Nempere, ipsam apelesequi adis amusciusdam que sit, se nim eture volupti cus vid mintio et harum volorum quae qui ipsam que preptia nis est vitasit aquamet lat occum qui reiunt ipita comnia volorum fugitesciur.Bus ipsanis sequunt, sitaturit quos volorit earum quibusc itatemp orrorro rrupta sitis arum accabore dol Dipsaectius alitatqui volor sum quatemp oreius, quati diti audanditae plita sum fuga. Nempere, ipsam apelesequi adis amusciusdam que sit, se nim eture volupti cus vid mintio et harum volorum quae qui ipsam que preptia nis est vitasit aquamet lat occum qui reiunt ipita comnia volorum fugitesciur.Epuda sed quatecab incienit esti quatquo etur? It, quos cum volum expedio. Agnihiliqui rae niscid quam etur acculloria velecae vende odit poreped quo eum, qui conseque moluptatent aut dolor sedi te nonsectusae voluptat aut doloria sum aci nes rerit inum et inulpa sit moluptatia volupta tusapidus exerro es re officia spelende diost inihillab ipsandit, officatqui doluptatem resediorrore nit ut as si consectia dolore in rae pro magnimolora sinctio volorestorum hilluptum et omnimol uptaepe reperfersped quae ommolut utem. Fictus aut earchic tem estios es mil milla volora dolupta adigendae is ilitiis qui ullume velitiore si beariti atempor iscit, temporem.Montserrat Regular Freight Text Pro

25BRAND ELEMENTSTypographyStructureThe following is an example of how to apply typography and color.A short subheadline herewoodward.eduA SnappyShort HeadlineDendi nisquis sincius raector umquiae. Nequis coresectes dolorpor maxim-inveri resequasi incimolores dolupti oreheni stibusant que duntiatia sequos utendisque et velestem quos eum eostibusda volorerro ommodit aescienis repta sunto coris mi, esti cume venet recati ut et quidus re erit aut acerro ommolut harundam et dolupta natibus dandae.Bus ipsanis sequunt, sitaturit quos volorit earum quibusc itatemp orrorro rrupta sitis arum accabore dol Dipsaectius alitatqui volor sum quatemp oreius, quati diti audandi-tae plita sum fuga. Nempere, ipsam apelesequi adis amusciusdam que sit, se nim eture volupti cus vid mintio et harum volorum quae qui ipsam que preptia nis est vitasit aquamet lat occum qui reiunt ipita comnia volorum fugitesciur.Bus ipsanis sequunt, sitaturit quos volorit earum quibusc itatemp orrorro rrupta sitis arum accabore dol Dipsaectius alitatqui volor sum quatemp oreius, quati diti audandi-tae plita sum fuga. Nempere, ipsam apelesequi adis amusciusdam que sit, se nim eture volupti cus vid mintio et harum volorum quae qui ipsam que preptia nis est vitasit aquamet lat occum qui reiunt ipita comnia volorum fugitesciur.Montserrat Bold 50pt/52ptMontserrat Bold 15ptMontserrat Medium 20ptFreight Text Pro Book 11pt/14ptMontserrat Bold

26BRAND ELEMENTSTypographyStructureThe following is an example of how to apply typography and color.Montserrat Light 55pt/55ptMontserrat Bold 10ptMontserrat Regular 10ptMontserrat SemiBold 18pt/20ptMontserrat Regular 14pt/18ptUpsized body copy ipsanis sequunt, sitaturit quos volorit earum quibusc itatemp orrorro rrupta sitis arum accabore dol Dipsaectius alitatqui volor sum quatemp oreius, quati diti audanditae plita sum fuga. Nempere, ipsam apelesequi adis amusciusdam que sit, se nim eture volupti cus vid mintio et harum volorum quae qui ipsam que preptia nis est. Photo caption style.SNAPPY HEADLINEA subheading that has information about Woodward’s story can go here.SHORT EYEBROW

27BRAND ELEMENTSTypographyAlternate Display TypefacesUse one of these optional display typefaces for large headings when you want to convey a specific tone: bold, creative, serious, whimsical. These options are to allow for more brand expression.Blacker ProBitterMontGeographBrandon GrotesqueD omaineBurgessBii Dreams

28BRAND ELEMENTSTypographyAlternate Display TypefacesWhen using an alternate display type, only the display type is changed to the alternate font.A longer subheading that has information and details about Woodward’s story can go here.Snappy HeadlineAll Together NowSHORT EYEBROWUpsized body copy ipsanis sequunt, sitaturit quos volorit earum quibusc itatemp orrorro rrupta sitis arum accabore dol Dipsaectius alitatqui volor sum quatemp oreius, quati diti audanditae plita sum fuga. Nempere, ipsam apelesequi adis amusciusdam que sit, se nim eture volupti cus vid mintio et harum volorum quae qui ipsam que preptia nis est.information and detail to describe and support stat goes here.65%BitterBlacker ProBrandon Grotesque

29BRAND ELEMENTSTypographySpecialty TypefacesInvitationsairEloquent ProThirsty ScriptSnell RoundhandThese four designated typefaces are well-suited for invitations. See example of Affair in use on page 31.

30BRAND ELEMENTSTypographySpecialty TypefacesAthleticsOnly Montserrat and these three designated typefaces are recommended for athletics.

31OCTOBER 1819, 2019Homecoming & Reunion WeekendAlumni GalaTHURSDAY, JANUARY 20, 20228:00 P.M.MERCEDESBENZ STADIUMRSVP information goes hereThe Woodward Academy Alumni Association Presents theTogetherNowAllBRAND ELEMENTSTypographyTypeface Applications01 / Alternate Display Typeface MontMont feels welcoming and distinct for an alumni postcard. Mont works best in sentence case and bolder weights. When using an alternate display type, only the display type is changed to the alternate font, all other type should be set in Montserrat.02 / Athletics Specialty Typeface United SansThis display title treatment should be employed when the title is used in a large,dramatic scale. United Sans shouldonly be set in sentence or title case in bold.03 / Invitation Specialty Typeface AffairInvitation typefaces are reserved for invitations. For readability purposes they should only be used for larger callouts within the layout and Montserrat or Freight Text Pro should be used for all other type.04 / Alternate Display Typeface Brandon GrotesqueBrandon Grotesque can feel more playful for a younger audience, especially when paired with fun colors.

32BRAND ELEMENTSWebwoodward.eduThese specifications are to be used for website usage only.Headers Main ColorsShade ColorFonts67px/77pxH1 SampleH2 Sample 24px/29pxH3 Sample 20px/24pxMontserrat, sans-serifBlacker Pro Display, Georgia, serifIcoMoonH4 SAMPLE16px/19pxH4 SAMPLE 13px/16pxH5 Sample 17px/20px#3d047#000000#9d2235#131313#0d2b46#242424#4b768c#373737#ceced0#636363#e9a948#959595#da8b85#cfcfcf#6fad82#e5e5e5#a4c7cf#f8f8f8#f0d4cc#ffffff#7d0a1c #f2b9ba

33DesignElementsHere are recommended design elements for use and inspiration. These are primarily intended for admissions collateral, advertising, the website, and other digital marketing purposes. Collateral for alumni, fundraising, and Summer Camp audiences are viewed as sub-brands and have more flexibility to use design elements appropriate to their audience and creative direction.

34DESIGN ELEMENTSGraphic ElementsBrick PatternsInspired by brick found around campus, the brick patterns should be used as textural background elements.

35DESIGN ELEMENTSGraphic ElementsBrick Pattern OverlaysBrick patterns may be used on top of a white or color backgrounds. Brick patterns can be used at 0% to 100% opacity using a normal, screen, or multiply effect.white on secondary blue20% opacity, screen effectwhite on secondary maroon20% opacity, screen effectprimary blue on secondary blue 10% opacity, multiply effectWoodward red on primary red50% opacity, no effectsecondary light maroon100% opacity, no effectprimary blue on dark slate25% opacity, no effect

36DESIGN ELEMENTSGraphic ElementsText Over PatternsWhen choosing type over backgrounds, always promote visibility and legibility by ensuring sufficient contrast for font sizes. Generally speaking, white and secondary blue type work best over patterns.white typesecondary backgroundwhite typesecondary maroon backgroundprimary blue type secondary blue backgroundwhite typeWoodward red backgroundmaroon typewhite/light maroon backgroundwhite typedark slate backgroundExampleExampleExampleExampleExampleExample

37Graphic ElementsBrick Pattern UsageWhen using patterns, less is more. Brick patterns can be used to add texture. They should never overpower images.DESIGN ELEMENTSAlumni GalaTHURSDAY, JANUARY 20, 20228:00 P.M.MERCEDES-BENZ STADIUMRSVP information goes hereThe Woodward Academy Alumni Association Presents the

38WelcomePARENT COMMUNITYHashed LinesGraphic ElementsHashed line elements can be primary design elements or used in the background. They can vary in color and usage. Elements can be extended, but the line weight should not change. Elements should not be scaled up in size.DESIGN ELEMENTS

39Arrows and BoxesGraphic ElementsArrow elements can be decorative or informational. They can vary in size, color, and usage.DESIGN ELEMENTSShapes derived from brick patterns and architecture. Box lines should be 0.5pt.

40SupergraphicThe WA icon can be used as a supergraphic. Color OptionsDepending on the background and surrounding elements, the supergraphic can appear in Woodward Red/Black, our secondary gray, or knocked out (white). The knockout version can be solid or a shade of transparency. BackgroundsThe supergraphic can appear on white or primary colored backgrounds. It can also appear over a photo or with photos over the top of it (see example on page 66).DESIGN ELEMENTS

41A longer subheading that has information and details about Woodward’s story can go here.Snappy headline.SHORT EYEBROWUpsized body copy ipsanis sequunt, sitaturit quos volorit earum quibusc itatemp orrorro rrupta sitis arum accabore dol Dipsaectius alitatqui volor sum quatemp oreius, quati diti audanditae plita sum fuga. Nempere, ipsam apelesequi adis amusciusdam que sit, se nim eture volupti cus vid mintio et harum volorum quae qui ipsam que preptia nis est.DESIGN ELEMENTSGridStructureA short subheadline herewoodward.eduA catchy headline here.Dendi nisquis sincius raector umquiae. Nequis coresectes dolorpor maxim-inveri resequasi incimolores dolupti oreheni stibusant que duntiatia sequos utendisque et velestem quos eum eosti-busda volorerro ommodit aescienis repta sunto coris mi, esti cume venet recati ut et quidus re erit aut acerro ommolut harundam et dolupta natibus dandae.Bus ipsanis sequunt, sitaturit quos volorit earum quibusc itatemp orrorro rrupta sitis arum accabore dol Dipsaectius alitatqui volor sum quatemp oreius, quati diti audanditae pli-ta sum fuga. Nempere, ipsam apelesequi adis amusciusdam que sit, se nim eture volupti cus vid mintio et harum volorum quae qui ipsam que preptia nis est vitasit aquamet lat occum qui reiunt ipita comnia volorum fugitesciur.Bus ipsanis sequunt, sitaturit quos volorit earum quibusc itatemp orrorro rrupta sitis arum accabore dol Dipsaectius alitatqui volor sum quatemp oreius, quati diti audanditae pli-ta sum fuga. Nempere, ipsam apelesequi adis amusciusdam que sit, se nim eture volupti cus vid mintio et harum volorum quae qui ipsam que preptia nis est vitasit aquamet lat occum qui reiunt ipita comnia volorum fugitesciur.Bus ipsanis sequunt, sitaturit quos volorit earum quibusc itatemp orrorro rrupta sitis arum accabore dol Dipsaectius alitatqui volor sum quatemp oreius, quati diti audanditae pli-ta sum fuga. Nempere, ipsam apelesequi adis amusciusdam que sit, se nim eture volupti cus vid mintio et harum volorum quae qui ipsam que preptia nis est vitasit aquamet lat occum qui reiunt ipita comnia volorum fugitesciur.A 6, 8, or 10 column grid is recommended as a foundation for any long form communication (such as publications and donor reports). This gives flexibility and allows ample white space and breathing room in designs.8-Column Grid6-Column Grid

42ImageryPhotography is an essential component of the Woodward story and brand. Images should authentically reflect our school, using a style that is both inviting and captivating.

43Creative ApproachIMAGERYPhotographyCaptivatingUse candid images that tell a story and forge a connection that makes people want to learn more. AuthenticAvoid using images that feel too staged or contrived. Use real, natural, authentic people and interactions.DiverseOur photography should reflect our voice. Use unique points-of-view and perspectives along with diverse individuals or groups in ways that feel welcoming.UnexpectedUse images with strong compositions and dynamic energy. Employ thoughtful cropping to tell our story.Technical Attributes Use clean and simple compositions and backgrounds. Photos should be minimally treated for color and clarity. Vibrant, natural-looking light is best. Don’t use images that are cliché or obviously stock.

44CampusIMAGERYPhotographyEnvironmental photography should capture a sense of place. Images should center around what makes Woodward different. Try to find shots of campus with people, even if they are in the background, to add life to the photography.

45Student LifeIMAGERYPhotographyShowcase the energy and spirit of Woodward in a vibrant and authentic way. Show students gathered in groups, individually, working, or playing. Capture genuine moments that aren’t staged.

46Learning EnvironmentsIMAGERYPhotographyHere is where we focus on students or faculty engaging with their environment and the unique aspects of the Woodward community. Highlight different scenarios, from group projects to interesting academic spaces to hands-on learning.

47Portraits and PeopleIMAGERYPhotographyCapture students, faculty, and alumni in a way that feels authentic. Use strong compositions that are inviting and allow you to see the subject’s individuality. When selecting images with multiple people, keep diversity of age, race, gender, and ability in mind.

48Using StockIMAGERYStock ImageryTips for Selecting Stock Imagery Ask yourself if the image fits the brand aesthetic established in these Brand Guidelines Avoid photos that have a generic or staged feel Don’t use images that look or feel dated (colors, lighting, clothing, technology) Never use soft-focus or out-of-focus images Avoid artificial effects, filters, extreme drop shadows, and pixelation Select simple illustrations with a style that pairs well with the patterns and shapes used in our brand graphic elements Never use a stock photo as a likeness to a real student

49Sub-BrandIdentitiesOur brand needs to extend across the many areas of our community, from schools to offices. Our brand architecture is designed to be flexible and clear, associating sub-brands with our larger master brand and showing clear hierarchy. Fundraising, alumni, and Summer Camps sub-brands can have more flexibility.

50SUBBRAND IDENTITIESWoodward NorthNORTHNORTHHorizontal, one-lineWhen size or space constraints do not allow for a stacked wordmark, use this version.PrimaryThe primary wordmark should be used in most instances.Left-aligned, two-lineWhen the centered primary version doesn’t work with a layout, use this version.

51SUBBRAND IDENTITIESSchoolsPrimary School, Lower School, Middle School, Upper School

52SUBBRAND IDENTITIESOfficesPresident’s Office, Admissions Office, Advancement Office, Alumni Office, Business Office

53SUBBRAND IDENTITIESCommunityTransition Program, Student Transport, Inc., College Counseling, Human Resources, Performing Arts, Visual Arts, Parent Community

54SUBBRAND IDENTITIESThe Woodward FundThe Woodward Fund logo should be used in full-color. The reversed version may be used on dark backgrounds.

55SUBBRAND IDENTITIESWar EaglePrimary SimplifiedA primary and simplified version of the War Eagle logo are approved for use.

56SUBBRAND IDENTITIESWar EagleIndividual SportsWar Eagle logos for individual sports.

57SUBBRAND IDENTITIESWar EagleA full eagle graphic is available for athletic use only. This can be used at large scale such as on murals.Full Eagle

58abcdefghijklmnopqrstuvwxyzEditorial StyleThis section is not meant to be an exhaustive writing guide; rather these are the main principles to keep in mind when writing communications— whether you’re writing an email, an article, a social media post, or any other content on behalf of Woodward.

59Aacademic degrees – use periods around abbreviations (B.A., B.S., M.B.A., Ph.D.). Also, Bachelor of Arts degree; bachelor’s degree; Master of Arts degree; master’s degree. Do not use both title before a name and degree afterward. Incorrect: Dr. John Smith, Ph.D.; Correct: Dr. John Smith or John Smith, Ph.D.academic titles – capitalize titles before a name: Principal John Smith, Dean Jane Smith, etc.; do not capitalize titles that follow a name: John Smith, principal.Academy (or the Academy) – use Woodward Academy on first reference; on second and subsequent references, you may use “the Academy,” “Woodward” or the full name, “Woodward Academy.”Academy-wide – use uppercase “a” in all references.academic tracks (Upper School) – Advanced Placement, Honors College Prep, Enriched College Prep, College Prep. Students may take some courses in one track and others in another. Capitalize track when referring to a course: Honors Biology, AP Biology, College Prep English, etc.ages – always use figures: the girl is 9 years old, the 9-year-old girl.BBuilding names:Primary School (grades PreK-3)Lower School (grades 4-6)Thomas HallMiddle School (grades 7-8)Brand-Tucker Hall (classrooms, administration)Campfield LoungeDickerson Art CenterDining HallUpper School (grades 9-12)Tyler H. Brown ‘96 Student CenterGeorge C. Carlos LibraryThalia N. Carlos Science CenterThe Center for Innovation (Global Connections Center, Learning Design & Innovation, Computer Science, West Commons)Joseph H. Moss Hall (math and sciences, Harrison Lecture Hall)Richardson Hall (visual and performing arts, Ben. F. Johnson III ’61 Theatre, Malizia Ampitheatre)Jane Woodruff Hall (humanities building, L-J Lecture Hall)Robert N. Woodruff Dining HallWoodward North (grades PreK-6)Arts CenterMultiplexAthleticsColquitt Stadium (including Graham Hixon Field at Colquitt Stadium)Nathan T. Cole ’90 Diamond ComplexDrucker Baseball FieldGyms (Champions, Dobbs, Paget)Timothy J. Hamling Track & Field ComplexKennedy NatatoriumShailendra Tennis Complex (including McCollum Tennis Pavilion)Sutherland Family Softball FieldAdministrationBrewster Hall (including the Stephen A. Belin ’72 GMA/Woodward Academy History Center)Michael C. Carlos Administration Building (including Offices of the President and Vice President for Academic and Student Life, Admissions Office, Business Office, and Human Resources)Ann & Ben Johnson Center (including Advancement and Alumni Offices)McKay House (including Campus Security and Marketing & Communications Office)Rutland Hall (including IT Department and TLC Lab)Other Named SpacesRichard C. Gresham Chapel (including the Robert E. Bowers ’74 Chapel Common Room)Genz GardenMemorial Circle – behind The Gate, including the Bullring and memorial monumentsRobert W. Woodruff MemorialHerman ApartmentsCchair – use chair rather than chairman/chairwoman/chairperson, example: Upper School Science Department Chair Jane Doe; lowercase if the title chair comes after the name Jane Doe, chair of the Upper School Science Department.Woodward Marketing & Communications primarily follows the Associated Press Stylebook with some exceptions. Refer to our Associated Press Stylebook account.EDITORIAL STYLE GUIDEapstylebook.com username: marla.goncalves@woodward.edupassword: academy

60class years – on first reference to alumni, the class year should be indicated as follows: Jane Doe ’75 (reverse apostrophe before the year).cocurricular – refer to cocurricular activities instead of extracurricular; do not use hyphen.Ddates – When used with a specific date, abbreviate only Jan., Feb., Aug., Sept., Oct., Nov, and Dec. Spell out when using alone or with a year alone. Do not use comma if phrase lists only a month and a year: January 1969. Use commas when referring to month, day, and year: Jan. 1, 1969, was the target date. The event was scheduled for Monday, Jan. 6. There is no need to use the year when referring to the current year (with the exception of Passages in the Woodward magazine). Do not use st, nd, rd, or th with dates (as in 1st, 3rd, etc.).dimensions – use figures and spell out inches, feet, yards, etc. Examples: She is 5 feet 9 inches tall, the 5-feet-9-inch basketball player. The building will have 100,000 square feet of space, the 100,000-square-foot building.direction and regions – lowercase north, south, east, and west when referring to directions; uppercase when referring to regions.dollar amounts – use numerals, for example $10 or $10.50 (but not $10.00).Eellipsis – use an ellipsis to indicate deletion of one or more words or a thought that a speaker or writer does not complete; leave one space on either side:I will leave spaces … before and after the ellipsis.Also leave spaces before and after if the ellipsis falls at the end of a sentence:I will leave spaces before and after the ellipsis. … extracurricular – do not use; should be cocurricular instead.Ffiscal year – Woodward’s fiscal year is June 1 to May 31.Founder’s Day Convocation – held on the Friday of the Golden War Eagle Reunion weekendfundraise/fundraising/fundraiser – one word.GGMA – Georgia Military Academy, the school’s original name (1900-1966). Do not use periods in abbreviation.Governing Board – refers to the Academy’s governing body.grade, grader – do not hyphenate: fourth grade student, fourth grader, 10th grader, etc. (depature from AP style, which is to hyphenate fourth-grader, etc.).grades – when referring to a grade, no quotation marks, plural has no apostrophe: A or Asgrade-point average – all caps, no period (GPA)Golden War Eagle – alumni celebrating their 50th reunion and beyond.IInternet – uppercase first letter (incorrect: internet).Independent Scientific Research (ISR) program – an Upper School honors science course designed to provide the upper level science student an opportunity to perform authentic independent scientific research under the guidance of faculty research advisors. Jjunior, senior suffix – abbreviate, do not use commas to set off from name: John Doe Jr.MMain Campus – uppercase first letters (instead of main campus).metro Atlanta – (not Metro Atlanta)Nnumbers – spell out numbers one through nine use figures for 10 and above; use No. instead of # to indicate No. 1 tennis team, etc. ; spell out numbers at the beginning of a sentence even if above 10; do not use the superscripts st, nd, rd, th, with numbers; with fractions, spell out amounts less than one: two-thirds, 1 ½; use commas in numbers of four digits and larger: 3,000; always use figures and decimals with percentages: 2 percent, 10.5 percent.OOK – capitalize, no periods.Ppage numbers – use figures and capitalize page: Page 1.Parent Community – Every Woodward parent is automatically a member of the Parent Community, which offers many volunteer and engagement opportunities.EDITORIAL STYLES

61Pre-K – In running text, pre-K or prekindergarten; in headlines or list treatments, Pre-K.publications, names of – Woodward magazine (lowercase m in magazine), The Blade, Silent Voices. Titles of publications should be set in plain text, no need to italicize, bold, or underline. Sschools – Primary School, Lower School, Middle School, Upper School, Woodward North; preferable to spell out names of schools in text; may use abbreviations PS, LS, MS, US, WN in calendar entries or on second and subsequent reference.school year – use full numerical year; 2018-2019 (not 2018-19).Super Goober Day – a fall festival for students and families through sixth grade, coordinated by the Parent Community.TThe Woodward Fund (capital T in The) – the annual giving program at Woodward; helps bridge the gap between tuition and the actual cost of a Woodward education.The Woodward Alumni Fund (capital T in The) – the alumni component of The Woodward Fund, designated for need-based student financial aid.time of day – a.m. or p.m. (please do not use A.M./P.M. or other variations to maintain consistency)titles – uppercase titles before a name, lowercase after a name. for example: Chief Executive Officer Jane Doe or Jane Doe, chief executive officer.Transition Learning Support Program – use full program name for first reference and shorten to Transition or Transition program on subsequent reference. Wwebsite – one word instead of two.Notes on Punctuationcomma (,) – in a series, use a comma before the concluding conjunction in any series: The flag is red, white, and blue. Use a comma to separate a compound sentence: Woodward teachers are wise, and they are dedicated. Note: This is a departure from AP style.Do not use commas before Jr. and Sr. in proper names: John Doe Jr.dash – use an emdash rather than a hyphen to separate thoughts or indicate a pause: Woodward Academy’s motto—Excellence. Character. Opportunity.—expresses our shared values.exclamation points – please use exclamation points very sparingly; words should convey their own impact and enthusiasm.Notes on Spelling & Usageaffect versus effect – for determining correct usage, refer to this entry from the AP Stylebook:Affect, as a verb, means to influence. The game will affect the standings. Affect, as a noun, is best avoided. It is occasionally used in psychology to describe an emotion, but there is no need for it in everyday language. Effect, as a verb, means to cause: He will effect many changes in the company. Effect, as a noun, means result: The effect was overwhelming. He miscalculated the effect of his actions. It was a law of little effect.historic - “a historic” instead of “an historic” event, same as AP styleBlack - uppercase “B” in all references to Black community members, affinity groups, etc. Do not uppercase “w” in white.past tense words that end in l – use the single “l” rather than double: canceled instead of cancelled; traveled instead of travelled.they – use “they” as a gender neutral pronoun.EDITORIAL STYLES

62Brand in UseBy establishing foundational brand elements, we’ve created a distinct visual look and feel that can be used in a variety of contexts. These guidelines help us show, and not just tell, Woodward’s story.

63BRAND IN USEWebsiteTypography, graphic elements, andphotography cometogether to create a cohesive and visuallystunning website.

64BRAND IN USESocialCHAPLAIN MEGANFACULTY SPOTLIGHTI think that learning about each other's deepest held beliefs is a powerful way that we can understand each other better, and when we understand each other better, we can have greater compassion for each other.”

65BRAND IN USEWoodward MagazineWOODWARDWOODWARD SUMMER 2022

66BRAND IN USEPrint AdsThe Woodward WayPRE-K THROUGH 12TH GRADEWith the most cocurricular and athletic opportunities of any private school in Atlanta.Making a commitment to do our best and to use differences to nurture conversation and understanding iswoodward.edu/visitThe Woodward WayPRE-K THROUGH 12TH GRADEWith the most cocurricular and athletic opportunities of any private school in Atlanta.Making a commitment to do our best and to use differences to nurture conversation and understanding iswoodward.edu/visit

68For questions related to these brand guidelines, please contact marcom@woodward.edu.