Official Lawrence Township Logo and Branding Standards Manual

Transcription

1 Official Lawrence Township Logo and Branding Standards Manual Updated: August 2015

2 Table of Contents The Lawrence Township Brand...3 Visual Identity Standards...4 Lawrence Township Logo...5 Correct Logo Usage...6 Lawrence Township Logo mark without text...7 Lawrence Township Horizontal logo mark...7 Logo size...8 Choosing a File Format...8 Fonts, Web and Social Media Rules...9 Lawrence Township Letterhead Lawrence Township Business Card & Envelope

3 The Lawrence Township Brand This guide is for you. As a Metropolitan School District of Lawrence Township employee, vendor or contractor, you are an important part of our team. This guide was developed to help you understand and accurately communicate the Lawrence Township (LT) brand. LT is more than a logo. It is a pledge and commitment that we make to our students, parents, families and community. Our commitment is one of providing unlimited opportunities to each of our students. Our brand is built through consistency. The LT brand has a long lasting reputation for educational excellence and innovative programs. The updated LT brand is created to support and reinforce this reputation in a consistent manner. This is done by adhering to established written and graphics standards. This manual provides an overview of these standards. Mission Through innovation and dedication, we educate all students through graduation. Vision The district of destination where excellence empowers everyone to reach their full potential. Core Values Achievement, Integrity, Service 3

4 Visual Identity Standards Our visual identity supports the Lawrence Township brand promise of Achievement, Service and Integrity. The choices we make to visually represent our brand reinforce that message. A strong blue color with a neutral supporting gray, a strategic use of the logo, carefully chosen photos these all create an impression of LT that speaks to how our students, parents and community perceive us and feel about us. The Lawrence Township logo is symbolic. The globe as the center background is somewhat muted and represents global awareness and preparation that our students receive. The large LT, of course, makes it clear that We are Lawrence Township with the L being larger to bring focus to LAWRENCE. The three primary district values circle the logo with the township identifier on the outside of the seal or circle. The color blue is used to create a sense of security and loyalty as well as continue the color choices that the community, students and alumni are already invested in. Primary Logo Visual Identity LT visual identity stipulates guidelines for the following elements: Logo Color and color reproduction Fonts Print collateral 4

5 Logo Using the logo in a consistent manner helps reinforce our presence in every application. Blue: PMS 286 CMYK: 100/66/0/2 RGB: 0/15/160 HEX: 0055fa Gray: PMS Cool Gray 4c CMYK: 26/22/22/0 RGB: 189/187/187 HEX: bcbbba Note: When resizing a logo or logos, keep the proportions consistent. Do not stretch the elements. Preferred 2-color LT PMS 286 Blue and Cool Gray 4C Preferred 1-color LT Blue Preferred 1-color Black with Halftones Preferred 1-color LT Black Preferred Reverse 1-color LT Black 5 Download logo files at: ltschools.org/branding

6 Y Lawrence Township Branding Standards Manual Questions: Correct Logo Usage X X Keep clear area equal to x space around logo. Incorrect Logo Usage Examples Do not use old logo. Do not resize logo non-proportionately T E O R P O L I T A A C H N S C H O O I E V E M E L N T D I S T R I C M T I T SE R V Do not tilt or rotate Do not use non-approved colors E G R L A W R E N C E I N T I C E I P T O W N S H Do not resize elements separately 6 Do not fail to leave proper space around logo elements Do not place on top of photo images without proper clearance

7 MSD Lawrence Township logo mark without text There may be opportunities to present the logo where due to the size or the background or other factors, the smaller text bordering the logo seal would not be readable. While not optimal, the logo can be used without the identifier text as long as MSD Lawrence Township is identified somewhere on the page or in proximity to the logo seal. MSD Lawrence Township logo mark Horizontal The logo below has been approved for circumstances where a horizontal logo is necessary. 7

8 MSD Lawrence Township logo size It is recommended that the MSDLT logo not be reproduced or displayed smaller than 1 wide because of the outer ring of text (Metropolitan School District). In cases where the logo needs to be displayed or reproduced smaller than the recommended size, use the Logomark without the outer ring of text (see page 7). Choosing a File Format The Lawrence Township logo is available in four different file formats EPS, PDF, PNG and JPEG. The EPS and PDF files are for printed materials, and the smaller JPEG and PNG files are for web and screen presentations. Printers generally will request file formats appropriate to each job. EPS/PDF: The EPS version is appropriate for commercial printing and can be used with vector / illustration programs such as Adobe Illustrator and Freehand. The advantage of EPS is that it can be scaled from small to large sizes appropriate for use on signage. JPEG/PNG: JPEG and PNG files are for use on the web and in screen presentations such as PowerPoint. The advantage of JPEGs and PNGs over EPS files is their smaller size and faster downloads. JPEGs are preferred for photographs and realistic images. PNGs are preferred for line art and text-heavy images. Suggested Formats EPS/PDF: commercial printing stationery items brochures book printing advertising signage and banners clothing and apparel JPG/PNG: PowerPoint presentations web design 8

9 MSD Lawrence Township fonts Myriad Pro Regular (tracking +400) Myriad Pro Semibold Myriad Pro Bold (tracking +175) Myriad Pro Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Myriad Pro Semi Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Myriad Pro Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Web and Social Media When presenting the Lawrence Township web address, facebook, twitter and other social media tags, always capitalize the LT. facebook.com/ltschools twitter.com/ltgoodnews 9

10 Lawrence Township Letterhead Myriad Pro SemiBold 10/13, 90% horizontal scale, PMS 286 Myriad Pro Light 10/13, 90% horizontal scale, PMS 286 Myriad Pro SemiBold 10/13, 90% horizontal scale, PMS 286 Letter Copy: Use a single space after punctuation for all print material letters, newsletters, brochures, etc. Recommended font is Calibri 11/14 using regular (bold & italics as needed). If Calibri is unavailable, Arial, Helvetica or Myriad Pro are acceptable substitutes. Myriad Pro Bold 11/19, 100% horizontal scale, PMS 286 Myriad Pro Regular 11/19, 100% horizontal scale, PMS

11 Lawrence Township Business Card Myriad Pro Bold 11/13, 100% horizontal scale, PMS 286 Myriad Pro Regular 7.5/10.5, 95% horizontal scale, PMS 286 Myriad Pro Light 7/9.5, 95% horizontal scale, PMS 286 Myriad Pro Regular 9/11, 90% horizontal scale, PMS 286 Lawrence Township Excellence Triangle PMS 286 Blue PMS 2935 Light Blue Lawrence Township Envelope Myriad Pro Bold 8/16, 100% horizontal scale, PMS 286 Myriad Pro Light 8/16, 100% horizontal scale, PMS