St. Mary s High School Graphics & Style Guide

Transcription

1 St. Mary s High School Graphics & Style Guide Branding Standards September 2017 For assistance, questions, and approval of designs, please contact: Amy Partain, director of communications, at apartain@smhscs.org or

2 2 Graphics & Style Guide INTRODUCTION Are you working on a project for St. Mary s High School? Wondering which St. Mary s logo you should use? Or which font? (not this one) Which green is our Pirate green? Does boys basketball and girls basketball have any apostrophe? You ll find answers to these questions and more in this Graphics & Style Guide! Why Have a Graphics & Style Guide? The logos of St. Mary s High School reflect who we are and the product that we deliver. Consistent branding allows St. Mary s to maintain a consistent message and provides for instant recognition of our brand. These standards are your guide to using our logos correctly and effectively by providing directions on usage, colors, and sizing. In an effort to be good stewards of St. Mary s monetary resources, logos and colors should be changed to match the ones in this guide whenever new items are being ordered. For example, when new athletic uniforms are being ordered, the logos and standards in this guide are what should be used. The style portion of this guide allows for consistency across our written communication with our Pirate family. General guidelines: Do not take logos from this guide. Please request high resolution files from the communications department. The colors of the logos should not be changed. We have variations to cover different needs. No additional items can be added to the crest or Rusty logos and clear space must be maintained around these primary logos. All designs of items that represent St. Mary s must be approved by the communications department. Contact information is on the front of this guide. And, if you are ever in doubt about something presented here, please just ask someone in the communications department!

3 PRIMARY LOGOS Graphics & Style Guide 3 Primary Logos The St. Mary s High School crest is a valuable trademark and should be used to reflect the quality and service that the school is known for providing. Our crest is a seal of approval that communicates our image to our families and the communities. Rusty with the banner is our primary athletic logo. Rusty communications our Pirate spirit and Pirate Pride. The one-line, all-caps wordmark is our primary workmark. It should be the first one used on letterhead and other correspondence. The following pages detail how to correctly use these primary logos, as well as our secondary logos. By developing these standards, we hope to help St. Mary s High School gain recognition as a whole, and to provide strict guidelines to carry us further into the future. Any use of the name St. Mary s High School not covered in these guidelines, should be referred to the Communications Department.

4 4 Graphics & Style Guide CREST Primary crest, full-color version: X The full color crest is recommended whenever possible. Do not distort, crop, or otherwise manipulate the crest from its original proportions. X X The full color crest may ONLY be used on white, medium to dark gray, and Pirate green backgrounds. It can be used no smaller than 1 inch. X Always maintain clear space around the crest. This clear space should be determined using the size of the horizontal bar on the cross. Other Approved Crest Versions Approved 1-color crest versions: When the full color crest cannot be used, the one-color green shield version is recommended. Best used on white and gray backgrounds. Approved black and white crest and reverse crest versions: Black and white crest and reverse crest versions are available when color use is restricted. These versions may be used on any background color. Note that sizing and space requirements for these seconard crests are the same as the primary crest. These should be used no smaller than 1 inch. Always maintain clear space around the crest. This clear space should be determined using the size of the horizontal bar on the cross.

5 Wordmarks WORDMARKS Graphics & Style Guide 5 St. Mary s High School wordmarks may be used with or without the school s crest. Wordmarks should be used on letterhead and other official documents. 1-color wordmarks: When a wordmark is needed either with or instead of the crest, these are the versions that are approved for use. The preferred placement of the crest is before the beginning of the wordmark. A one-color gray version of the wordmark is also allowed. Stacked wordmark: If a stacked wordmark is needed, this version is approved for use. It may be used in green, black, or gray. Stacked wordmark with crest: When a wordmark is needed with the crest, this is the version that is approved for use. A one-color gray version is also allowed. This is the preferred color palette for the stacked logo. However, the stacked wordmark may also be paired with the black or reverse crests.

6 6 Graphics & Style Guide RUSTY Approved Athletic Logos The following two pages contain the athletic logos that are available. These logos can be used for athletic wear and gear, such as uniforms, bags, stadium seats, etc., and for spirit wear. Athletic logos SHOULD NOT be used on official documents that represent the school s academic pursuits. For example, athletic logos should not be used on any official correspondence, such as letterhead, or in signatures for those outside the athletic deptment. In some instances it may be appropriate for the Rusty logo to accompany the crest. x x x x Full Color Rusty: The full color version of Rusty, either the standard version or the gray-outlined version, is the primary and preferred athletic logo. The full-color Rusty can be used on white, gray, black, and green backgrounds only. 2-Color and Reverse Rusty: The 2-color and reverse versions of Rusty are preferred when color use is restricted. They may be used on any color background. Use the reversed Rusty when reversing out on darker colors. Rusty (no banner): The no-banner version of Rusty is approved, but use should be limited. When used on custom athletic wear, this logo must be paired with the school name. Can also be used when the banner version of Rusty will not fit the space available. NOTE: Items added to Rusty, like sports icons, must not overpower the logo. The logo should be dominate. Rusty logos can be used no smaller than 1 inch. Always maintain clear space around Rusty. This clear space should be determined using the size of the S in the school.

7 ATHLETIC WORDMARKS Graphics & Style Guide 7 More athletic logos: The logos at left are also approved athletic logos that can be used for spirit wear and uniforms. Sports icons or team/club names can be added graphically to these logos to create more personalized team and spirit wear. *Please note: The use of this Varsity font is only approved for items related to St. Mary s athletics. All non-athletic items must use the Crest and Wordmark.

8 8 Graphics & Style Guide COLORS Color Palettes A set color palette gives consistency to our brand. Our primary colors are green, white, and gray. Secondary and tertiary colors allow some creativity to designs for marketing materials, but should never be used as the main color on items representing St. Mary s High School. Primary Colors Pantone 357 C C: 90 R: 0 M: 35 G: 103 Y: 80 B: 73 K: 27 Web: #14684f Secondary Colors Tertiary Colors Pantone 425 C C: 68 R: 62 M: 61 G: 62 Y: 60 B: 62 K: 49 Web: #3e3e3e Light Green C: 35 R: 168 M: 13 G: 195 Y: 27 B: 186 K: 4 Web: #a8c3ba White C: 0 R: 255 M: 0 G: 255 Y: 0 B: 255 K: 0 Web: #ffffff Pantone 426 C C: 73 R: 38 M: 65 G: 39 Y: 62 B: 41 K: 67 Web: # 29292a PMS Cool Gray 4 C C: 0 R: 199 M: 0 G: 200 Y: 0 B: 202 K: 25 Web: #c1c3c6 *Note: Secondary colors are provided to aid in communications of the St. Mary s brand, such as use as background colors. Our crest, wordmark, & athletic logos should not appear in these colors. *Note: Tertiary colors are to be used as accent colors only. The St. Mary s crest, wordmark, and athletic logos should not appear in these colors. *Note: It is important to remember that computer monitors, phone/tablet screens, and printers do not always correctly render color. That is why it is important to not rely on how a color looks, but to use the colors shown above to keep consistency in all items representing St. Mary s.

9 TYPEFACES Graphics & Style Guide 9 Approved Typefaces Consistent and limited font use helps St. Mary s to keep its message clear. St. Mary s has three typefaces that are approved for all official communication and marketing for the school. The details of how and when to use each typeface is described below. These are the ONLY fonts we use in communication with the public and they should not be substituted or altered in any way. Minion Pro Regular AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz (Plus all of its type faces: italic, semibold, semibold italic, bold, and bold italic.) Myriad Pro Regular AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVv WwXxYyZz (Plus all of its type faces: italic, semibold, semibold italic, bold, and bold italic. Myriad Pro Condensed, including Condensed Italic and Bold Condensed may be considered for use in certain circumstances.) Minion Pro is the serif font used for the name St. Mary s High School and St. Mary s, in accordance with the style of the school s watermark. It is also used for body copy in printed materials, including the Pirates Treasure Magazine. Minion Pro is an Adobe font. If you are working in a program that does not have Minion Pro, Garamond is an acceptable alternative. Myriad Pro is the sans serif font used for type in ads, the info graphic, and headlines in printed materials, including the Pirates Treasure Magazine. Myriad Pro is also an Adobe font. If you are working in a program that does not have Myriad Pro, News Gothic MT is an acceptable alternative. VARSITY Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ Athletic logos use the Varsity font by Brøderbund Software, which can be downloaded at font (The words St. Mary s High School and St. Mary s Pirates may be represented in this font for athletic use only. Non-athletic uses must use Minion Pro.)

10 10 Graphics & Style Guide DO S AND DON TS DO S and DON Ts of using St. Mary s logos DO: Contact the Communications Department for assistance or guidance on the appropriate use of the St. Mary s High School crest. (Contact information is on the front page of this guide.) Include the St. Mary s High School crest on the front and/or the back of all publications. Maintain the integrity of the St. Mary s High School crest. Prominently display the St. Mary s High School crest on all publications, ads, videos, films, and web sites. Print the St. Mary s High School crest in the approved colors and configurations at least at their minimum sizes. Typeset only with the approved typefaces. Give the St. Mary s High School crest prominent placement on the page when using it in combination with a vendor or partner crest. The St. Mary s logos should always be the biggest thing when paired with other design items or logos. Place the St. Mary s High School crest in the area of noninterference when using the crest in combination with photography. Use the, Trademark symbol, whenever you are using the crest or Rusty.

11 DON T: DO S AND DON TS Graphics & Style Guide 11 Hesitate to contact the Marketing Communications Department for assistance or guidance on the appropriate use of the St. Mary s High School crest. (Contact information is on the front page of this guide.) Change the colors of any St. Mary s logos. Add any components to the crest or Rusty (such as sports icons). Separate components of the St. Mary s High School crest. Stretch, skew or alter the proportions of the St. Mary s High School crest or Rusty. Crowd or overprint the St. Mary s High School crest or Rusty. Reverse the St. Mary s High School crest or Rusty in any way other than is illustrated in this manual. Screen or ghost (print at a percentage) the St. Mary s High School crest or Rusty without approval from the Marketing Department. Substitute fonts or images for the approved St. Mary s High School graphic elements.

12 12 Graphics & Style Guide STYLE GUIDE The Associated Press Stylebook is our primary style guide because much of our writing is intended for external readers prospective students and their parents, donors and prospective donors, and the public at large. School-wide consistency in writing style demonstrates our commitment to high-quality communications. Please use this style guide to help you when you re writing anything intended for the external audience. Just as use of the English language has changed over the years, this style guide will adapt and evolve, sometimes based on observations from you! If you have some rules, suggestions or pet peeves of your own about writing standards, please share them with the Communications Department. Of course, no need to apply these guidelines to academic writing, which has its own rules. Names Style Guide for Writing Student and alumni identification: Jane Jones 15 (note the apostrophe direction!) St. Mary s High School: Appropriate second references also include St. Mary s and SMHS, although St. Mary s is preferred on second reference. First reference should always be St. Mary s High School to avoid confusion with St. Mary s Cathedral. Academic degrees: Use in first reference only. Use Dr. before the name of a medical doctor or the holder of a PhD. Use an apostrophe in bachelor s degree, a master s, etc., but there is no possessive in Bachelor of Arts or Master of Science. Also: an associate degree (no possessive). When used after a name, an academic abbreviation is set off by commas: John Jones, PhD., spoke. Capitalize names of departments and offices: Ex. Counseling Office; English Department Athletics and possessives/descriptions: Note that we never use an apostrophe after boys or girls when referring to sports. It is boys golf not boys golf. Boys is not a possessive in this case; it is a description of the team. In naming a team, the order is: level, gender, sport: varsity girls basketball, JV boys baseball. Pirates: The mascot for St. Mary s High School. It is acceptable to refer to a girls team as the Lady Pirates. Locations are referred to as: The Grace Center for Community Service and Athletics: The Grace Center is acceptable on second reference. Cove: lunchroom/auditorium Courtyard: green area in the middle of the buildings Adviser not advisor: Either is correct; we follow AP style. Tri Peaks League: Note no hyphen in Tri Peaks. Mount: Although AP spells out mount in all uses, this is silly considering our location. Therefore, the abbreviation Mt. is acceptable to describe, well, mountains! Pikes Peak, no possessive apostrophe in Pikes

13 STYLE GUIDE Graphics & Style Guide 13 Capitalization Over capitalization is a problem that makes text difficult to read. Better to under capitalize than over. Capitalize a person s title when it appears before their name: - Theology Department Chair Rick Champion (no comma after Chair) - But not when it s after the name: Rick Champion, theology department chair, (use commas after the name) - And not for professions: Champion is a theology teacher. - The above rules apply to non-academic titles as well: Archie Malloy, director of Student Life, or Director of Student Life Archie Malloy Do not capitalize coach in the middle of a sentence before a proper name. It is a job description, not a proper title. Dean s List and Honor Roll: Uppercase in all uses Capitalize Board of Directors (exception to AP style) but not officers or the board. Use of Faculty and Team Faculty and team are singular but imply a collective. When the group acts as a single unit and is used as the subject, chose a singular verb: The faculty is devoted or The team is working to achieve its goal. When faculty members act individually, choose a plural verb: The faculty have earned the respect of the students.

14 14 Graphics & Style Guide SPIRIT WEAR Spirit Wear Orders St. Mary s High School has partnered with BSN Sports Sideline Store to provide official Pirate gear. The store can be accessed via our web site at or directly using this link Our online Pirate store offers name brand clothing with approved designs. Each sport and club has a section in the store and we encourage teams and clubs to buy spirit wear through the online store. Doing this will provide a more uniform look across our sports, which helps build our brand, and will benefit the school since St. Mary s receives a portion of each sale. *Note: Some designs and colors offered in the online store may deviate slightly from the guidelines for use presented in this manual. These differences have been approved by the Communications Department based on the offerings available and the constraints of these offerings available through BSN. Process for Ordering Custom Spirit Wear Contact Communications for instructions/guidance. Currently that is Amy Partain at apartain@smhscs.org Submit requested design to Mrs. Partain. Mrs. Partain will consider and approve the design based on the Graphics & Style Guide. Copyrighted materials may not be used unless St. Mary s has secured the rights. Once the design is approved, the adult sponsor should contact Tommy Darneal 99, St. Mary s finacial officer, who will help find the best approved vendor for the project as well as talk about budget allowances. Mr. Darneal s is tdarneal@smhscs.org. All St. Mary s gear must be ordered through approved vendors, as they know our approved colors, logos and fonts. Approved Vendors BSN Our contact at BSN for custom orders is Troy Ellsworth. Action Images Screen Printing & Embroidery Our contact at Action Images is Donna Welch Leoti Drive Colorado Springs, CO