AP-J Brand Standards Guide Administrative Procedures

Transcription

1 AP-J Brand Standards Guide Administrative Procedures Revised January 16, 2013 BACKGROUND & RATIONALE Foundations for the Future Charter Academy (FFCA) has an organizational brand identity. By ensuring that all materials produced by FFCA are consistent in their use of the logo and wordmark, we maintain a brand identity that projects a single, unambiguous, positive impression to the public. It is expected that each component of the organization will accept responsibility to communicate and promote this positive image. PROCEDURES The following procedures are intended to guide staff communications with the public. These procedures establish standards to be maintained in the preparation of communications concerning or representing FFCA. 1. The FFCA Logo: The meaning of the logo: As the name of FFCA implies, the primary focus of the organization is the future. This is represented in the logo by the black road leading into the distance. The burgundy section at the top of the logo represents FFCA students futures and all they will achieve. The green section at the bottom represents the strong learning foundation FFCA builds within students through its distinctive approach to teaching and learning. Distinctive elements of the logo: The FFCA logo has three distinctive elements: the sky, road and earth the border type font (Eurostile) 1

2 2. The FFCA Wordmark: The meaning of the wordmark: The wordmark has been specifically designed to clearly communicate the full name of Foundations for the Future Charter Academy to external audiences, and to build awareness of FFCA within the larger community. 3. Logo and Wordmark Usage Guidelines: 3.1 Logo: The FFCA logo will appear on student uniforms, staff clothing and lapel pins. 3.2 Wordmark: The FFCA wordmark will appear on all other forms of communications: FFCA website stationery and business cards brochures newsletters presentation folders reports (e.g. Annual Education Plan/Annual Education Report) advertising school signage promotional items 4. Distinctive Features: 4.1 Colours: The colours in the logo and wordmark are: Burgundy CMYK (0,100,15,60), Pantone 7421 Dark Green CMYK (100, 0, 91, 42), Pantone % Black 100% White 4.2 Fonts: The fonts in the logo and wordmark are: Sans serif type Eurostile. Acceptable fonts for use with the logo and wordmark are Eurostile and Arial; either of these fonts will be used on official school correspondence (letters, faxes, s). 2

3 4.3 Features: Primary Choice: Four colour version/black border Secondary Choices: The design of the FFCA logo and wordmark offers three colour variations: a four-colour version/black border, a black background version, and a black print/white background version. The four-colour version/black border will always be the first choice for use. The four-colour logo or wordmark will be placed on a white or light-coloured (neutral) background. If using the logo or wordmark on dark backgrounds, the four-colour version will be used with a white border. For most print and web requirements, JPEG and GIF files will be sufficient. If a version of the wordmark is required for professional printing, normally an EPS file will be required. Wordmark. Required files will be provided by Central Office. 3

4 5. Supplementary Information: 5.1 Basic logo and wordmark standards: One method of maintaining FFCA s brand identity is through the appropriate use of the logo and wordmark. Usage of the logo and wordmark should follow accepted standards within all departments of FFCA. The logo and wordmark must not be manipulated, altered, cut apart, edited or redesigned for any reason, except by Board motion. 5.2 Incorrect usages of the logo or wordmark: Instant visual recognition is one of the main purposes of an official logo or wordmark. Its form, style and application guarantee such recognition. Essentially, it is FFCA s signature and must be presented properly to distinguish it from an imitation or similar brand. Among other distortions, the following should be especially avoided: Sharing prominent space with another logo, emblem or coat of arms Use of the logo or wordmark as a watermark Drawing a box around the logo or wordmark Underlining any part of the logo or wordmark Crowding the logo or wordmark Allowing the logo or wordmark to touch other elements such as text, photos, or page borders Placing the logo or wordmark too close to a cut or folded edge Altering or changing colors Placing the logo or wordmark on a background that is patterned Accepting poor resolution of the logo or wordmark in a communication Using the logo or wordmark as a decorative element in a communication (e.g. border). 5.4 Mascots: Campus mascots may be reproduced on gym strip and athletic uniforms. Similarly, mascots may appear on gym floors and/or walls. 5.5 Templates: Electronic files of power point presentation templates, logos and wordmarks have been provided to each campus. Central Office has provided templates for all stationery (business cards, letterhead, and presentation folders) to a designated printing professional. Campuses are responsible for ordering their own stationery through this printer (contact information will be provided). 5.7 Approval procedure: Communications that will be disseminated to the public, including teachers, staff, students, employees, school families and alumni will be reviewed by the appropriate administrator prior to distribution: Publications from each campus require the approval of the Principal Educator. 4

5 Marketing initiatives, reports and public relations efforts (school-wide) require the approval of the Superintendent. 5.8 Use by external organizations: Organizations, foundations, groups, clubs and any independently managed entity may not use the logo or wordmark without explicit permission from the Superintendent. 5.9 Inappropriate associations: The logo and wordmark are intended to present a positive image of FFCA and its values. It must not be used in any way that would imply endorsement of, or alliance with, counter-values such as prejudice, discrimination, hatred or harmful products. As a non-profit organization, FFCA will not use its identity to endorse political parties or candidates. 5