BRAND IDENTITY MANUAL

Transcription

1 BRAND IDENTITY MANUAL

2 Table of Contents Magnolia Independent School District Branding Rationale 3 Logo Usage 4 Color 11 Typography 13 Business Materials & Promotional Items 16 Graphical Elements 25 Web & Electronic Applications 27 Table of Contents 2

3 Magnolia Independent School District Branding Rationale In order to preserve Magnolia Independent School District s name, we must be consistent in our communications and set guidelines to protect our image. This style guide will help create and preserve a consistent and professional brand image. By using this and following the instructions, you will help our brand remain strong. This manual cannot anticipate every possible situation, nor can it spell out every instance where an application may be deemed inappropriate. If you find yourself in a situation that is not outlined in this guide, or if you have any questions, please feel free to contact your brand administrator. Branding Rationale 3

4 Logo Usage A} Logo Explanation and Symbolism 5 B} Official Logo 6 C} Area of Isolation 7 D} Alternative Configurations 8 E} Improper Logo Usage 9 F} Logo File Types 10 Logo Usage 4

5 A} Logo Explanation and Symbolism Magnolia Independent School District logo is the primary representation of Magnolia Independent School District brand. This logo is a unique trademark used to identify all Magnolia Independent School District properties, products, services and communication materials. The logo should not be placed directly adjacent to another company s logo or identifier. Magnolia Independent School District logo and another identifier of any type must be placed within the spacing specified in this style guide. B. A. Magnolia Independent School District Official name of district. Always appears as Magnolia Independent School District in logotype, but appears as Magnolia Independent School District or MISD in printed copy. B. M and Star Icon Makes reference to quality education and top achievement. A. Logo Usage 5

6 B} Official Logo Pantone 117 Pantone 187 Pantone 1815 Full Color Logo Pantone 1815 (Maroon) C 31 M 92 Y 82 K 35 Websafe# Pantone 117 Pantone 187 (Red) C 22 M100 Y89 K15 Websafe# ab1e2c Pantone 117 (Gold) C21 M39 Y100 K1 Websafe# cc9700 Logo Usage 6

7 C} Area of Isolation Area of Isolation For the logo to achieve maximum impact, it must be kept free from conflicting visual elements. The area of isolation is the minimum amount of free space that must surround the Magnolia Independent School District logo. Do not place type, photos, or any other elements within this space. This ensures that the logo will not be overpowered by other visual elements. Always maintain a clearance area around the logo of at least the width of one M in Magnolia. The area of isolation is calculated by maintaining a clearance around the logo of at least the width of one M in Magnolia. The area of isolation should be increased wherever possible, and no graphic or typographic elements can be placed within it. Logo Usage 7

8 D} Alternative Configurations Full Color Logo Magnolia Independent School District logo must always be printed in Pantone 1815, Pantone 187 and Pantone 117 or CMYK equivalent. Full color logo Pantone 1815, Pantone 187 and Pantone 117 Black and Gray Logo If the Magnolia Independent School District logo cannot be printed or displayed in color, the logo can appear in black and gray. White is the preferred background color for this option. Black and gray logo Black (100%) White Logo Black or other dark color is the preferred background color for this option. White logo White M and Star icon Only In some cases, the M and Star icon can be used alone. For instance, on name badges. Full color M and Star icon Pantone 1815, Pantone 187 and Pantone 117 White M and Star icon Only Black or other dark color is the preferred background color for this option. White M and Star icon White Logo Usage 8

9 E} Improper Logo Usage Do not condense the logo Do not stretch the logo Logo Usage 9

10 G} Logo File Types Listed are descriptions of each of the various logo formats available, their usage and color modes provided..tif {Tagged Image File} Used in multimedia or laser printing. Do not use these files for offset printing. Color modes include RGB and Black and White. Do not scale up (enlarge) in size. Examples of uses: Word Off-Set Printing.JPG {Joint Photographic Experts Group} Used in electronic applications. Do not use these files for offset printing. Color modes include RGB and Black and White. Do not scale up (enlarge) in size. Examples of uses: Web PowerPoint Word.PNG {Portable Network Graphics} Used in electronic applications. File usually has a transparent background. Do not use these files for offset printing. Color modes include RGB and Black and White. Do not scale up (enlarge) in size. Examples of uses: Web PowerPoint.EPS {Encapsulated PostScript} Used in offset printing or signage. Use these files for offset printing. Color modes include PMS (when printing spot colors, i.e. stationary, signs, specialty items), CMYK (when printing four-color process), Black and White and Reverse (when printing on a dark background in either PMS or CMYK). One size is provided and may be scaled up or down as needed (this is a vector file format). Examples of uses: Promotional Items Off-Set Printing Logo Usage 10

11 Color A} Core Color Palette 12 Color 11

12 A} Core Color Palette Listed are the various colors available for use. Below are the definitions for the color processes and applications for use. *Pantone is a solid-color matching system used for identity applications (i.e. business cards and letterheads). Core Colors Pantone 1815 Coated/Uncoated C31 M92 Y82 K35 R128 G37 B40 # color process (CMYK) is a color model in which all colors are described as a mixture of these four process colors and is the standard color model used in offset printing for full-color documents. RGB is an additive model in which red, green, and blue are combined in various ways to reproduce other colors and used for web applications as well as in Word documents and PowerPoint presentations. Hexidecimal is a six-digit, threebyte hexadecimal number used in HTML to represent colors as web safe. The bytes represent the red, green and blue components of the color. Pantone 187 Coated/Uncoated Pantone 117 Coated/Uncoated C22 M100 Y89 K15 R171 G30 B44 # ab1e2c C21 M39 Y100 K1 R201 G152 B43 # cc9700 Pantone Process Black Coated/Uncoated C0 M0 Y0 K100 R0 G0 B0 # Pantone 1815 Coated/Uncoated C31 M92 Y82 K35 R128 G37 B40 # Pantone Reference CMYK Formula RGB values for on-screen Hexidecimal for web *Pantone is a registered trademark of Pantone, Inc. Color 12

13 Typography A} Primary Typeface 14 B} System Font Equivalents 15 Typography 13

14 A} Primary Typeface The primary typefaces used are Trajan Pro and Avenir. Trajan Pro will typically be used for header text. Avenir can be used for subheaders and body copy. They should be used for all printed communications, such as company brochures, signage, flyers and promotional materials. Primary Type Samples Trajan Pro Bold Avenir 95 Black Avenir 85 Heavy Avenir 55 Roman MAGNOLIA INDEPENDENT SCHOOL DISTRICT P.O. Box 88 Magnolia, TX P F Avenir 95 Black Avenir 85 Heavy TODD STEPHENS, PH.D. Superintendent of Schools JASON BULLOCK, Ed.D. Assistant Superintendent of Administration ANITA HEBERT, Ed.D. Assistant Superintendent of Curriculum Trajan Pro Bold Avenir 85 Heavy Typography 14

15 B} System Font Equivalents Printed in-house materials from employee workstations and web applications may use other typefaces in the absence of Trajan Pro and Avenir such as Times New Roman Bold and Calibri Regular and Bold. Alternative Type Samples Times New Roman Bold Calibri Regular Calibri Bold Times New Roman Bold Header Calibri Regular Subtitle TITLE GOES HERE Subtitle. Recommended system font is Calibri. Times New Roman Bold Header Calibri Regular Body Copy TITLE GOES HERE Text and images go here. Recommended system font is Calibri. P F Calibri Bold Footer Typography 15

16 Business Materials & Promotional Items A} Identity Letterhead 17 Business Cards 18 Envelopes & Mailing Label 19 Name Badges & Plaques 20 Signage 21 Promotional Items 22 Clothing 23 Secondary Logos 24 Business Materials & Promotional Items 16

17 A} Identity: Letterhead A letterhead was designed for all printed and mailed correspondence. The recommended paper for the letterhead is Classic Crest Solar White Smooth 80 lb. text. MAGNOLIA INDEPENDENT SCHOOL DISTRICT P.O. Box 88 Magnolia, TX P F The electronic letterhead is in MS Word format and should be used for letters and correspondence mailed electronically. TODD STEPHENS, PH.D. Superintendent of Schools JASON BULLOCK, Ed.D. Assistant Superintendent of Administration ANITA HEBERT, Ed.D. Assistant Superintendent of Curriculum Business Materials & Promotional Items 17

18 A} Identity: Business Cards The Magnolia Independent School District business card has a front and back side. The recommended paper for the business card is Classic Crest Solar White Smooth 110 lb. cover. The source files have been delivered to Magnolia ISD so that more cards can be created as needed. JASON BULLOCK, Ed.D. Assistant Superintendent of Administration MAGNOLIA INDEPENDENT SCHOOL DISTRICT EDUCATION SUPPORT CENTER P F jbullock@magnoliaisd.org Nichols Sawmill Rd. P.O. Box 88 Magnolia, TX Business Materials & Promotional Items 18

19 A} Identity: Envelopes & Mailing Label The Magnolia Independent School District #10 envelope or mailing label should be used for all mailed correspondence. The recommended paper for the envelope is Classic Crest Solar White Smooth No. 10 Envelope with square flap. P.O. Box 88 Magnolia, TX P.O. Box 88 Magnolia, TX Business Materials & Promotional Items 19

20 Name Badges & Plaques Name badges and plaques were created for Magnolia ISD Board Members and Staff. Name Badge 3.5" 1.75" Dr. Todd Stephens Superintendent Board room Plaque 10" 2" Dr. Todd Stephens Superintendent of Schools Business Materials & Promotional Items 20

21 Signage A dimensional sign was created for the Magnolia ISD board room. 90" 36" Business Materials & Promotional Items 21

22 Promotional Items The possibilities for promotional items are endless, but the following are suggested designs for possible promotional items and clothing. COFFEE CUPS PENS Business Materials & Promotional Items 22

23 Clothing The Magnolia Independent School District logo or the M and Star icon can be used on clothing. Minimum Size = 1.75 inches Minimum Size = 2.5 inches Polos button down shirts Business Materials & Promotional Items 23

24 Secondary Logos School Clubs and Organizations Logos or other visual identification for school clubs and organizations may not develop alternate logos for individual use. Clubs and organizations can use the school name and add the organizations name below. Mascots School mascots may use varying styles of lettering for name designations. Mascots may not appear in close proximity to the MISD logo. When both elements are used for specialty products, hats, or shirts, position the MISD logo away from the mascot, preferably on the reverse side of the specialty product, hat or shirt. Incorrect usage Correct usage Business Materials & Promotional Items 24

25 Graphical Elements A} Graphic Elements M and Star Icon 26 Graphical Elements & Imagery 25

26 A} Graphic Elements: M and Star Icon The M and Star icon can be used separately from the Magnolia Independent School District logo as a background watermark or solid image to add visual interest to a branded piece. In some cases when the Magnolia Independent School District logo will not work well in a particular format, the M and Star icon can be used in its place. For example, on name badges and plaques. Letterhead MAGNOLIA INDEPENDENT SCHOOL DISTRICT P.O. Box 88 Magnolia, TX P F TODD STEPHENS, PH.D. Superintendent of Schools JASON BULLOCK, Ed.D. Assistant Superintendent of Administration ANITA HEBERT, Ed.D. Assistant Superintendent of Curriculum Name Badge Dr. Todd Stephens Superintendent Graphical Elements & Imagery 26

27 Web & Electronic Applications A} Website 29 B} PowerPoint Template 30 Web and Electronic Applications 27

28 A} Web and Electronic Applications All standards in this manual apply to both print and web applications. For example, the Magnolia Independent School District brandmark must appear prominently within all web and electronic environments, just as it must appear prominently on all printed publications. The brandmark must also maintain a clear space on screen. Web and Electronic Applications 28

29 A} Website Tribe Design collaborated with Edlio to update the look of the Magnolia ISD website. The web refresh reflects the branding established by the logo and other materials The website acts as a resource for parents and students to highlight Magnolia Independent School District s service offerings and expertise. Web and Electronic Applications 29

30 B} PowerPoint Template PowerPoint template created for electronic presentations. cover slide TITLE GOES HERE Subtitle. Recommended system font is Calibri. interior slide TITLE GOES HERE Text and images go here. Recommended system font is Calibri. P F Web and Electronic Applications 30

31 P.o. Box 88 Magnolia, TX 77353