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St. James School Brand Style Guide 1 Brand Style Guide Version 1.1 This guide provides the tools and information you’ll need to do your part in promoting a common, consistent and professional image of St. James School.
St. James School Brand Style Guide 2 Contents Introduction Why Branding? Trademarks & Licensing Colors Color Types Color Modes Logo Logo Files File Format and Usage Clear Area Improper Usage Secondary Athletic Logos Typography Logo Typefaces Primary Typefaces Secondary Typefaces Athletics Team Uniforms Photography Spirit Wear Apparel Preferred Vendors Institutional Information School Name Tagline Stationery
St. James School Brand Style Guide 3 Introduction Why Branding? For St. James 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 St. James 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 student athletes or fans, we want them to immediately recognize that they belong to St. James. 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 St. James School without express written permission from St. James School Marketing. For approval and usage, please contact the Marketing Director.
St. James School Brand Style Guide 4 Colors Types / Modes PMS: Pre-mixed solid ink used in one- or two-color situations, also known as “spot color” CMYK: Proportioned mixes of 4 inks (cyan, magenta, yellow, black) which is the standard full color printing process RGB: Color code for light-emitting screens (computer, tv, mobile) Hex: Web color code Note: The color blocks are not to be used as a color match. Please use the specified codes to achieve the best color reproduction. MELISSA WILL RECOMMEND BLUE AND GRAYS PMS PMS PMS PMS PMS 295 1797 2975 CMYK CMYK CMYK CMYK CMYK C 99 C 2 C 44 C C M 51 M 97 M 0 M M Y 8 Y 85 Y 7 Y Y K 36 K 7 K 0 K K RGB RGB RGB RGB RGB R 55 R 203 R 139 R R G 81 G 51 G 213 G G B 114 B 59 B 238 B B HEX HEX HEX HEX HEX 375172 CB333B 8BD5EE
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St. James School Brand Style Guide 6 Logo The St. James 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 replace the text in the logo. Its exact size, weight and placement are all part of the St. James School signature. Make sure to adhere to the St. James logo standards. To request approval of logo usage, send your documents to the Marketing Director. FORMAT FULL COLOR BLACK & WHITE WHITE (“Reversed”) Horizontal logo Arched logo Banner logo Round Shield logo • ARE THERE OTHER LOGO VERSIONS TO ADD?• MELISSA TO PROVIDE CORRECT ROUND SHIELD LOGO• ADD SIGNAGE LOGOS THAT ARE USED?
St. James School Brand Style Guide 7 Logo Files Logos are available in EPS, JPG, PNG and SVG formats for Black, White and Color options. Use the EPS file whenever possible. JPG files are provided in high resolution (300 dpi). PNG files have a transparent background and are ideal for PowerPoint usage. APPLICATION/USAGE FILE FORMAT Microsoft Word PNG, JPG Microsoft PowerPoint PNG, JPG Providing file to designer EPS Web or on-screen JPG, PNG, SVG Offset Printing EPS There are three folders of logos in each suite: black, color and white. The black folder contains the logo files in black only. The white folder contains the reverse logos, in white only. The color folder contains three different color options: PMS, CMYK and RGB. For most everyday usages, such as Word, PowerPoint, Excel or other PC-based programs, use the RGB version of the logo. RGB refers to Red, Green, Blue, which is the color configuration of your computer monitor and all web graphics. For professional printing, CMYK files print in process, also known as 4-color process. CMYK refers to Cyan, Magenta, Yellow, Black, which are the four colors used in combination to print all colors in offset printing. For professional printing, PMS files are for Spot Color. These files refer to the specific ink colors contained in the logo — PMS (or Pantone Matching System). In this case the inks used to print are actually the specific color, rather than CMYK in combination to make up the color.
St. James School Brand Style Guide 8 File Formats and Usage EPS This is a vector-based art file, essentially line art. This file format can be scaled up at any percentage, and is resolution independent. Use this file format whenever possible. Should you need to provide your logo to a vendor for print, this is most likely the format they will need. It provides the cleanest reproduction possible. JPG A JPG file is a compressed photographic representation of the logo. All JPG files are provided at 300 dpi (high resolution) and in RGB color. They can be used in Word, PowerPoint and just about any other application. This format can be reduced in size, but NOT enlarged. While the files provided are high resolution and can be used for print, an EPS would always be the first choice for print applications. PNG A PNG file is a portable network graphics file, used mainly for Microsoft applications and web. It is the only choice for Word or PowerPoint when a transparent background is needed, and maintains its look when scaled. PNG files are great for in- office printouts and PDFs, but are never used for professional printing. SVG An SVG file is a scalable vector graphics file, used for web. Files in this format use an XML-based text format to describe how the image should appear. Since text is used to describe the graphic, an SVG file can be scaled to different sizes without losing quality — in other words, the format is resolution independent. This is why website graphics are often built in the SVG format, and they look great on the newer retina and high resolution displays
St. James School Brand Style Guide 9 Clear Area The clear 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 Clear Area is defined as “X” equal to the height of the S character in the wordmark, as shown below.
St. James School Brand Style Guide 10 Improper Usage DO NOT realign or rearrange 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 distort the logo due to improper scaling DO NOT change the color of the logo TIPS • Hold the “Shift” key in most software programs to maintain the proportionswhile scaling up or down.• Avoid scaling larger than the original file. If a larger file is needed, request onefrom Marketing.
St. James School Brand Style Guide 11 Secondary Athletic Logos The secondary athletic logos, shown below, are allowable for use. All athletic logos must maintain approved colors, proportions and design integrity. No alterations may be made, nor shall design elements be added. Bulldogs logo with Arlington Heights Bulldogs logo without AH Bulldogs Logo dog with text Bulldogs logo dog only • ADD VERBAGE/DIAGRAM ABOUT CURVED LETTERING PLACEMENT?• CHECK BULLDOG LOGO COLOR BLUE
St. James School Brand Style Guide 12 Logo Type Faces The two typefaces used to design the school logo are Trajan Bold and Univers 57 Condensed. Tbey are used exclusive for the logo and no other typefaces may be substituted for the school logo. Trajan ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Univers 57 Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Primary Type Faces To reinforce the St. James 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. Century Schoolbook ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz Myriad Pro Family (please add sample) Arial FamilyRegular ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890abscdefghijklmnopqrstuvwxyz
St. James School Brand Style Guide 13 Athletics Team Uniforms Colors • The school colors are red and navy. Royal Blue is included as an accent color;gray is the fourth option if needed.• Since red and navy are the primary school colors, teams must purchase redand/or navy uniforms and utilize royal blue or white 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 royal blue or grey as an accent color.• If your team doesn’t have a “home/away” uniform policy, choose a red or whiteuniform 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 AthleticDirector or Marketing.Wording • When listing the school name, you should refer to the school as “St. James”. Ifonly one word will fit, use “Bulldogs”.• Do not use the initials SAS to refer to the school. WHAT DOES THIS MEAN?• Any exceptions to this policy must be approved in advance, by the AthleticDirector or Marketing.Colors • Use the approved fonts in this document for text in school publications, thewebsite, and other internal and external communication pieces.• A team uniform vendor can experiment with color combinations and sizing of thenumbers and letters to make things as readable as possible.• Work with your uniform vendor to create insignia that represents your team (golfclubs for golf, basketballs for basketball, etc.).FOR PLACEMENT ONLY: DISCUSS WITH ATHLETICS DIRECTOR
St. James School Brand Style Guide 14 Photography Imagery is one of the most powerful ways to represent St. James 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 application, when students [re]-enroll, parents opt to permit the school to use their child’s images for informational and promotional materials. FOR PLACEMENT ONLY: DISCUSS WITH PHOTOGRAPHERS
St. James School Brand Style Guide 15 Spirit Wear (Apparel) 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 Please contact the Marketing Director for a list of preferred apparel vendors. These vendors will have approved logos for use and a copy of this branding guide. FOR PLACEMENT ONLY: DISCUSS WITH FSA SPIRIT WEAR COMMITTEE, WHAT VENDORS DO THEY USE?
St. James School Brand Style Guide 16 Institutional InformationSchool Name • The official full name of the school is St. James School. If more than onereference to the school is made, use St. James.• “St. James” is the only correct abbreviation of the school’s name inwritten form (St. James School or St. James is not approved for writtenform.)Tagline The school tagline is: Faith. Excellence. Leadership. Service. You’ll find them in all we do. Hashtags 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 Marketing Director. FOR PLACEMENT ONLY: NEED TO FINALIZE CONTENT CHAD: OUTCOME OF SCHOOL NAMES INPUT & HASHTAGS?