Logo and Brand Standards Manual

Transcription

1 Logo and Brand Standards Manual 1005 Waterford Drive Florissant, MO July 2013

2 Table of Contents Introduction... 2 History of Our Logo... Discontinued Logos and Artwork... New Logos... Fonts... Approved Colors... Watermarks Stationery... 9 Envelopes/Business Cards Restricted Logo Uses... Correct Logo Uses and Ideas White Space Communications & Marketing Dept. Staff... 16

3 History of our Logo Introduction Everything we do as a District impacts our reputation. From what takes place inside the classroom to district-wide events -- from a simple handout to a full-blown campaign -- it is all a reflection of our District's brand. Our brand is measured by what people know about us and how they feel about us. Much more than a logo, our brand is our image. It's our reputation -- and it must be managed with great care. We are pleased to introduce you to the new Brand Standards Manual. This handbook outlines the use of the District s logos and identity pieces to foster consistency in their use, which in turn will help establish a strong communication identity that builds preference for our district. Our exceptional educators, staff and our outstanding students enhance our image through the great work they perform each day. By following these guidelines, you are further promoting a positive image of our district to the rest of our community by ensuring that all of our communications are polished, professional and meet a high standard of quality. All parties responsible for the production of visual communications produced by or for the District are expected to comply with these standards in both print and electronic applications. Should you have any questions, please contact us at (314) and we will be happy to help you. --The Communications & Marketing Department Materials dating back to the late 1930s show the logo as a crest with a diagonal split. A covered wagon is depicted on the bottom half of the crest representing the pioneer spirit and agricultural economy that dominated our North County community in its early days. The upper half of the logo carries a vintage aircraft depicting the District's historical connection to aviation. In the logo's next phase, the diagonal representation was replaced by a split circle that carried a wheel to represent the wagon and an updated air craft signaling the growth of the aerospace industry. In the 70s, the logo took a major leap into the 20th century. The wing of the airplane became a trajectory with a representational wagon wheel at its base. This stylized logo was developed in conjunction with the merger of the Berkeley, Kinloch and Ferguson-Florissant school districts. The merger of the three school systems strengthened the District's link with the aerospace industry. The Kinloch community brought to the District its historic Kinloch Aviation Field, and the Berkeley community, included portions of McDonnell Douglas Corporation. The logo offers a visual representation of the merger of the three school districts by blending components of the old and new in a whole new image. The stylized wing directs us toward the future while the wheel keeps us firmly rooted in our past. 2 3

4 Discontinued Logos As a district, Ferguson-Florissant recognizes the benefits and opportunities to grow through reinvention of our identity. It is very important that to our community, we are recognized as an advanced and professional establishment. Through periodic logo and corporate identity redesigns, we can maintain our presence in the eyes of the community as the cutting-edge educators we are. We have been a district for nearly a century, which means that countless pieces of information with our name and identity have been created and distributed over the years. There are various past versions of our logos that still exist throughout the district. It is with your help that we ask that the following logos be replaced with the new ones wherever possible, including, for example, the new logo artwork when creating new invoices, statements, brochures, and other printed materials or web designs, or when sign-age is to be replaced. New Logos Download-able logo files are available online at Standard Horizontal One line horizontal New logo artwork is available for download in our online brand standards handbook, located at Standard Vertical If any printed or web materials in your department have any of these logos, or logos that are not the new logo that is presented on page 5, please contact the Communications and Marketing Department for new ones, or help implementing or switching to the new logos. Standard Seal All logo files are available in Blue, Black, Gray, White, PNG, JPG, GIF and Illustrator Vector. Please choose the appropriate file for your needs. 4 5

5 Fonts The font that the District officially uses on all office electronic and printed materials as the base font is Avenir. It is very important to ensure that all District materials be printed in a consistent and professional way. Please use the following fonts for all district materials, printed or electronic. Many computers have Avenir as a basic system font. You may already have Avenir on your computer, if not, the Avenir font is available for download in both PC and Macintosh compatibility on our website at, For general word processing, please use Arial at 11pts., and for web applications use Verdana. Approved Logo Colors Over the years, district colors have been changed every so often. Because of this, there are quite a few inconsistencies across media, stationery, and other printed and electronic materials. For this reason we have eliminated the extra colors to achieve a strong professional look across the District. Each elementary, middle and high school will still keep their colors and identity; however, Reflex Blue and Cool Gray will be standard colors at the administration level. If you have documents that do not match this new color scheme, please make the changes to your office documents and templates to reflect the new look. Should you need help updating any physical or electronic materials, please contact the Communications & Marketing Department for assistance. Below are samples of our new color scheme, as well as samples of other acceptable colors for our logo and communication materials. Avenir Font Family Avenir Light Avenir Light Oblique Avenir Roman Avenir Book Oblique Avenir Medium Avenir Medium Oblique Avenir Black Avenir Black Oblique Verdana Font Family Verdana Regular Verdana Italic Verdana Bold Italic Verdana Bold Arial Font Family Arial Regular Arial Italic Arial Bold / Arial Black Arial Bold Italic 30% 40% 20% PMS Cool Gray 11C 100% 50% 90% 60% Official District Colors 80% 70% 30% Other Acceptable Colors 40% 20% 90% PMS Reflex Blue 100% For word processing documents that don t allow use of Pantone colors or Hexadecimal values, please use a dark blue color. 50% 60% 80% 70% Black White White would be used when the background of the document or substrate is black, or a dark color. 6 7

6 Envelopes Stationery FERGUSON-FLORISSANT SCHOOL DISTRICT Superintendent s Office 1005 Waterford Drive Florissant, MO Do not forward Contact the Communications office for new envelopes when existing stock is depleted. Contact information at bottom of envelopes is optional as are the options for windows and the Do Not Forward stamp. Business Cards Our new business cards have been updated to integrate the new identity of the District. We ask that you only order new cards only when existing stock is depleted. All cards are now landscape only and reflex blue ink. The business cards are still ordered through the on line business card order form and fulfilled by our own Plant Department Copy Center. District stationery has been updated to incorporate our new design and colors. Please use the electronic word file provided by the Communications Department. If you do not have an updated electronic stationery for your department, please call the Communications & Marketing Office at

7 Watermarks Restricted Logo Uses When using a watermark please use the seal logo shown below at no more than 20 percent opacity under the document s text within a word file or other documents. Do not resize, reshape or distort the watermark. The watermark is available in two colors, gray and blue. Black watermark at 20% opacity. DO NOT use the arrow alone, separate the arrow from the text, or move the logo elements and text around in any way. DO NOT combine our logo or logo elements with any other logos. Blue watermark at 20% opacity. DO NOT put or stack text on top of any part of the logo or add any other elements to it

8 Restricted Logo Uses Restricted Logo Uses DO NOT change the logo to outlines DO NOT change the logo color to non-approved colors DO NOT put any other logos, artwork or objects too close, on top, around or beneath the logo. DO NOT put a dark logo on a dark background DO NOT put a.jpg file with a white background on top of a background that is any color except white. DO NOT put the logo on a busy or distracting background DO NOT put a light logo on a light background DO NOT add tag lines or quotes to the logo DO NOT change the orientation of the arrow symbol in the logo DO NOT fill the logo with a gradient. High Achievement for All DO NOT change the font associated with any District logo or identity piece or substitute another font. If you do not have the official font (Avenir) the district uses in our logo, please click here, or contact the Communications and Marketing Department to obtain the required files. DO NOT use logos displayed on the websites for any printing purposes. DO NOT use any image that is blurry and never enlarge an image any larger than it displays in the layout program you are working in. The logos will be pixelated, blurry, illegible and not of good enough quality for reproduction, printing or enlargement. We recommend using the.png files with no background for use online and in documents with colored background. Please see above for rules when using the district logo on colored backgrounds. DO NOT warp, skew or distort the logo in any way. Please visit to download the source files artwork for printing and reproduction

9 Correct Logo Uses And Ideas Now that we are done telling you all the things you can t do with our logo, let s show some examples of good uses and design practices, so that you may take this knowledge and make elegant, professional and effective promotional pieces. Keep an even amount of space around all four sides of the logo. Logo Whitespace 1005 Waterford Drive Florissant, MO This piece is appropriate for brochures and flyers where further contact info is needed. The information below is just the right size and the correct district font and the information is placed at an appropriate distance from the logo and the contact info is properly centered. Do not place any other logos or artwork too close to the logo. These logos are correct because they are the correct color for the background they will be printed or displayed on. The backgrounds on the bottom two are dark, so the appropriate color logo was chosen. The blue logo on top works great when placed on white substrates/backgrounds. Our official colors at the Administration level are Reflex Blue and Cool Gray. If your school has other colors and you are wanting to add the district logo to your communications piece, these example would be acceptable. Please follow this guide for web and print minimum logo size requirements. DO NOT size our logo smaller than these dimensions without first consulting the Communications and Marketing Department. Minimum Logo Sizes Web minimum size 216px Print minimum size 3.5 inches Web minimum size 90px Web minimum size 145px When placing the logo on top of pictures and graphics, the logo must be legible at all times. We strongly suggest against using the logo this way, unless the background is a light color with a dark logo or vice versa. Print minimum size 1-1/2 inches Print minimum size 2-1/4 inches 14 15

10 Communications & Marketing Staff Jana Shortt Director of Communications and Marketing Evelyn Whittington Graphic Artist/Web Designer Vicki Witte Secretary

11 1005 Waterford Drive Florissant, MO