Brand Guide. Introduction/Branding. School Name/Logo/Mascot. Official Logo/Logo Use. Sub Brands. Color Standards/Fonts. Collateral Material

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1 Board Approved The purpose of this guide is to establish and maintain the consistent use of s (AAHS) logo, type font, color palette, and Academies programming model, thereby supporting the school s brand and the value it offers as the flagship high school of Alexandria School District 206. Branding is more than a logo. A well-developed brand is built on a foundation that represents the essence of the school s mission, vision, core values, attributes and qualities of its academic and extracurricular programming. Brands encourage loyalty and create a sense of pride. Our primary goal is to promote the valuable and varied programs and services that AAHS provides. While departments and teams provide exceptional individualized experiences for students, we must not lose sight of the fact that these are school system services. School departments/clubs ARE NOT to develop or use other logos without the approval of the building administrator. If you have any questions in this please contact Rick Lahn, Superintendent of Schools (320) , ext or rlahn@alexandria.k12.mn.us. 1

2 The name,, was approved by the District 206 Board of Education on December 17, The School Board chose the name for two primary reasons. First, the name is inclusive of area communities that fall within the District 206 geographic boundaries. Secondly, the name also honors private dollars pledged by area businesses and residents through a capital campaign that raised $4 million in contributions. All gifts made to the capital campaign reduced the referendum amount brought to voters in 2011, thereby reducing the tax impact for district residents. The logo design features the word ALEXANDRIA which ties directly to the large collegiate "A" in the background. The varsity font was selected to accompany the logo for its appeal to youth and its broad representation of Academics, Arts, and Athletics. The star used in other District 206 school logos was a unifying graphic element incorporated into the new high school logo. It was placed at the top of the "A" representing excellence in education and the goal of achieving the best. The grey circle is simply an element that ties the "A", "Cardinal", and the word "Alexandria" together, creating more of a complete logo mark rather than one that seems to float independently. Due to the smaller size of the words "AREA HIGH SCHOOL" a red line underneath was added with round corners to give it a softer more inviting feel vs. that of sharp corners to the line. This document identifies the preferred school marks authorized for use on all printed and electronic materials, and apparel items. 2

3 The official logo will be prominently displayed on all school public information and promotional materials, including facility signage. The logo cannot be changed in any way. This includes its proportions, fonts and colors. Refer to the color standards/fonts section of this guide. Shown here are what this guide will refer to as Primary Mark and Secondary Marks. These marks or brands are what represent the. You will find within this the proper way to display and use these marks along with the Do s and Don ts in order to maintain the school s consistent image. Primary Mark Secondary Marks 3

4 Unacceptable uses of the logo mark Shown here are a few of the non-acceptable uses. Improper Scaling Improper Rotation Improper Coloration Improper Alteration FENCING CLUB 4

5 Uses of the logo Do not alter the logo in any way. This includes changing it proportions. Do not replace the words in the mark with any other word. Do not redesign, redraw, animate, modify, distort or alter the proportions of the mark. Do not surround the mark with, or place in the foreground over, a pattern or design. The logo mark should not be rotated or rendered to appear three-dimensional. Do not add words, images or any other new elements to the mark. Maintain the approved typeface. Do not substitute with any other fonts. Do not enclose the mark in a shape or combine it with other design elements or effects. Never modify the size or position relationship of any element within the mark. Do not add additional copy to the mark. Disclaimer: District 206 reserves the right to create additional concepts to serve the district s future print or digital signage needs. Any such concepts will be brought to the school board for approval before being integrated into this brand guide and before being introduced to the public. 5

6 Academies of Alexandria There are four broad academy themes at the. Freshman Academy Engineering, Manufacturing Technologies & Natural Resources Health Sciences & Human Services Business, Communication & Entrepreneurship The following logo mark represents all four Academies of Alexandria and should be used when identifying the Academies as a whole. 6

7 Official Logo/Logo Use Below are some examples of high school program or club sub-brands. Cardinal Nation A Club Theatre Music Athletic Foundation Performing Arts Center AT A L E X A N D R I A A R E A H I G H S C H O O L 7

8 The color palette was chosen to maximize the branding of Alexandria School District 206. Colors are often used in the terms of CMYK or Pantone (used for print media), (used in electronic media). It is important to understand color distinction between the two. In summary: CMYK refers to the 4-color process (cyan, magenta, yellow and black) used on a commercial printing press. The 4-color process for AAHS red is C=0 M=100 Y=100 K=10. CMYK images will NOT work in electronic media. Pantone refers to the specific ink color, also referred to as spot color, used on a printing press or ink transfer process such as silk screening. The AAHS red Pantone color is 186 and is referred to by vendors using processes in which the Pantone color is matched to a paint or ink color. Other printing methods, such as using a laser printer or a digital press, may require test prints to determine which color mix works best on individual devices. refers to the color on a computer screen or monitor (red, green, blue). These colors are usually listed as a percentage of each value. For instance, the value of AAHS red is , which means 206 percent red, 26 percent green and 52 percent blue. Files in format will NOT work in commercial printing. Here are the breakdowns of each approved color used in the identifying logo marks. AAHS and Cardinal Head CMYK / Pantone / Breakdowns RED CMYK - 0/100/100/10 Pantone 186 R = 229 G = 28 B = 49 GOLD CMYK - 0/24/94/0 Pantone 123 R = 251 G = 204 B = 42 GREY CMYK - 0/0/0/20 Pantone 428 R = 203 G = 203 B = 203 Academy Logos / Pantone / Breakdowns LIME GREEN CMYK - 29/0/100/0 Pantone 382 BLUE CMYK - 100/10/0/10 Pantone Process Blue YELLOW/ORANGE CMYK - 0/30/100/0 Pantone 130 PURPLE CMYK - 73/100/0/0 Pantone 527 R = 181 G = 216 B = 71 8 R = 0 G = 146 B = 202 R = 251 G = 184 B = 55 R = 99 G = 54 B = 138

9 Performing Arts Center Logo CMYK Breakdown DARK BLUE CMYK - 97/67/42/28 Pantone 295 The star portion of the logo is a wood grain image and cannot be broken down into CMYK but to achieve it must be printed in the CMYK process, so no color breakdown is provided. Consistency establishes trust. It is vital that AAHS logos be used in a consistent manner by all departments, offices and divisions across District 206. Our logos must not be altered in any way and should only appear in full color, cardinal red, grey scale or black or white. 9

10 Fonts The AAHS logo incorporates the following fonts: VARSITY BOTON Used for the word Alexandria in the Primary Mark Used for the words Area High School in the Primary Mark Myriad Pro Myriad Pro Used in collateral materials such as letterhead, business cards, envelopes, etc. Stationary One standard look has been developed for business cards and stationary to present a consistent visual identity and to create cost efficiencies. These supplies will be ordered through the District Communications Office and made available to staff when the new school opens. Displayed below is a collage of what has been designed Pioneer Rd SE, Alexandria, MN Pioneer Rd SE, Alexandria, MN Ph Pioneer Rd SE Alexandria, MN Chad Duwenhoegger, Principal cduwenhoegger@alexandria.k12.mn.us 10

11 Print All department forms, marketing materials, and other print materials prepared by or for AAHS must adhere to the logo, color and font standards identified in this brand guide. Electronic E-Newsletters, Press Releases, Fax Cover Sheets, Power Point Presentations, and Web Pages prepared by or for AAHS must adhere to the logo, color and font standards identified in this brand guide. Many of these communication tools will be developed in preparation of the new school opening. Signage Signage must be visible from a distance and include the AAHS logo. Vinyl colors: Wild Cardinal Red Sunflower Black Light Grey Apparel The brand standards apply in the design and execution of apparel items. Artwork Vendors have received artwork for the official school mark. The Cardinal represented in this brand guide is the preferred design. This is the one the District would like vendors and teams to use on apparel and other items. The artwork has been cleaned up and files will be sent electronically to vendors. 11