THE ADELSON EDUCATIONAL CAMPUS STYLE GUIDE (AUGUST 2017 EDITION) VERSION 5.0

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1 ` j l^m k v^ = j b THE ADELSON EDUCATIONAL CAMPUS STYLE GUIDE (AUGUST 2017 EDITION) VERSION 5.0

2 The Dr. Miriam & Sheldon G. Adelson Educational Campus SIMPLICITY IS THE ULTIMATE FORM OF SOPHISTICATION. Leonardo da Vinci 2 BRAND GUIDELINES

3 THIS IS A GUIDE TO THE BASIC ELEMENTS THAT MAKE UP OUR BRAND. IT WILL LET YOU GET TO KNOW US BETTER... Contents MISSION STATEMENT LOGO COLOR TYPOGRAPHY CHECKLIST What is a Brand Identity? A brand identity represents the values, services, ideas and personality of an organization. It is designed to increase recognition and build perceptions of the organization in its chosen marketplace. This brand identity needs to be graphically represented and usually includes elements such as logos and supporting graphics, color palette, typography and photography choices and can, within its guidelines, use examples to visualize how a brand should be depicted across various different visual media. Why use these guidelines Our School needs to manage how its brand is represented across all visual media in various different situations. The corporate identity system in this document has been created to fulfil this purpose and the guidelines herein explain how to correctly depict and embody our brand ethos consistently across different applications and in various settings to maintain the integrity of Adelson Educational Campus. This document is available to download at: BRAND GUIDELINES 3

4 The Dr. Miriam & Sheldon G. Adelson Educational Campus ABOUT THE ADELSON EDUCATIONAL CAMPUS Mission Statement The mission of The Dr. Miriam and Sheldon G. Adelson Educational Campus is to instruct and inspire new generations of students who will draw strength from a rich Jewish heritage, use their knowledge, values and vision to fulfill their own potential, and build a better world. Diversity Statement The Adelson Educational Campus accepts students of all faiths and affiliations. We contend that students who interact with diverse students in classrooms and in the broader campus environment will be more motivated and better able to participate in a heterogeneous and complex society. By creating a diverse community, we are preparing our students to be the citizens and leaders of tomorrow. Adelson Values Our campus is built on the values associated with the Hebrew word ruach, which translates as spirit or soul. It is infused into each classroom, into the curriculum, and into the connections that people make with one another during each day. The care the teachers and administration show for each and every student, the expert way adults guide and shape young people, the light that children emanate while walking through the halls - this is ruach. Tagline: Education For Life Institutional Identity The Adelson Educational Campus The school s formal name is The Dr. Miriam and Sheldon G. Adelson Educational Campus. The school may also be referred to as The Adelson Educational Campus. For branding purposes The Adelson School should not be used. Please note that The is part of the formal name of the school and should always be written with an upper case (capital) T, never the Adelson Educational Campus or the Dr. Miriam and Sheldon G. Adelson Educational Campus. Respect for all Understanding Differences Academic Excellence Community of Kindness Honoring Judaism Community of Kindness We value each member of our community. No one is more worthy or less worthy of kavod (respect) than any other. We treat each other with honesty, dignity, and respect. We treat others equally, regardless of differences in race, religion, sexual orientation, or gender. We are a community that celebrates and embraces differences, not only to learn and grow from each other, but also to prepare students for life after graduation. 4 BRAND GUIDELINES

5 OUR LOGO IS VERY IMPORTANT TO US. WE TOOK OUR TIME DEVELOPING OUR BRAND SO PLEASE BE NICE TO IT. OUR LOGO 01 This is the stacked version of the logo and is preferred version of The logo for all printed collateral including all printed publications, advertising, billboards, posters, flyers and product packaging. 02 This is the landscape version of the logo and is the preferred version when space is not at a premium in a layout, for example, website graphics and banners. EXCLUSION ZONE, a little elbow room to help us stand out. The minimum exclusion zone margin for all our company logos is based on the dimensions of the central circle in the logo graphic. With all logos, a clearspace of the of one circle must be maintained on all sides. When our corporate color is used behind the logo it must extend to a minimum of the same dimensions as one circle on all sides. On all sides, the exclusion zone should be measured from the farthest edge of the logo. No element, other than our tagline, may encroach on this space. BRAND GUIDELINES 5

6 The Dr. Miriam & Sheldon G. Adelson Educational Campus SAY HELLO TO EVERYONE IN THE FAMILY. IF YOU CAN T FIND IT HERE, PLEASE DON T USE IT. Our School logo exists in both a stacked and a landscape version. While the stacked option is the preferred logo, use of either the stacked or landscape logos should be determined according to their suitability for the layout. There are three versions of the stacked logo, and one of the horizontal logo. Anything with AEC logo being used outside the school (flyers, posters, banners etc) needs to be reviewed and approved by Matt Boland, Director of Marketing & Communications Stacked Version Startup Incubator Logo The Startup Incubator logo is a copyrighted and original brand by AEC. The SI logo should always be used with the AEC logo. Due to the shape of the logo, please make sure it is at least 30% smaller than the AEC logo Landscape Version 6 BRAND GUIDELINES

7 WE WANT TO LOOK GOOD ALL THE TIME, SO TAKE TIME TO CONSIDER HOW TO APPLY OUR LOGO. We don t want to come across all doom and gloom, but there is a right way and a wrong way to present our logo. 01 Space around the logo Always leave the logo some space to breathe. Try to use white or neutral backgrounds. 02 No squeezing Do not squish or squash the logo. Any resizing must be in proportion. 03 Fonts Do not use any other font, no matter how close it might look to P22 Johnston Underground 04 Not right Do not rotate the logo 05 Not good Do not place the logo on the wrong colors or on backgrounds that are too light or cluttered 06 Logo Color Do not change the colors even if they look similar. Use the official color specifications detailed in these guidelines.. 07 Swapping The elements of the logo should not be swapped around or used independently without authorization from Matt Boland. The only approved alternate placement is the horizontal version earlier in this document. 08 No Thanks Do not add embellishments like dropshadows, embossings etc. to the logo BRAND GUIDELINES 7

8 The Dr. Miriam & Sheldon G. Adelson Educational Campus OUR COLORS DEFINE OUR BRAND. WE RE BOLD, BRIGHT AND CONFIDENT. SIMPLE AND TO THE POINT. The corporate color palette includes a light blue and dark blue theme with supporting tones. Color matching standard Pantone references are included to ensure accuracy when reproducing the palette. Also included are the references for CMYK, RGB and HEX Values for consistency across different media. Where possible, the logo should be reproduced in the CMYK color process. Equivalent colors can be composed using the RGB and HEX references included when the logo is to used digitally. Color Palette // Primary These are our corporate primary colors for our logo, text and headers. Color Palette // Secondary These are secondary colors for backgrounds and supporting graphics. pantone 2995 cmyk 90 : 11 : 0 : 0 rgb 0 : 164 : 228 hex # 00A9E0 pantone 635 cmyk 27 : 0 : 0 : 0 rgb 179 : 229 : 252 hex # B3E5FC pantone 2748 cmyk 100 : 88 : 0 : 14 rgb 25 : 57 : 139 hex # 19398A pantone 534 cmyk 91 : 83 : 40 : 35 rgb 42 : 50 : 84 hex # 2A3254 pantone Black cmyk 0 : 0 : 0 : 100 rgb 0 : 0 : 0 hex # pantone Cool Gray 9C cmyk 55 : 47 : 46 : 12 rgb 117 : 117 : 117 hex # pantone White cmyk 0 : 0 : 0 : 0 rgb 255 : 255 : 255 hex # FFFFFF pantone Cool Gray 4C cmyk 26 : 21 : 21 : 0 rgb 0 : 164 : 228 hex # BDBDBD 8 BRAND GUIDELINES

9 TYPOGRAPHY IS THE BACKBONE OF DESIGN, GETTING IT RIGHT IS PARAMOUNT. Typefaces. Print. Our corporate typeface is Georgia. Georgia is used for newsletters, memos, s and all major communication. If you need a way to remember which font to use, we suggest the song title: Georgia On My Mind Typefaces. Online. When technology allows for it, Georgia should be used in any web applications. The default fall-back corporate font is Times New Roman which should be utilized to ensure acceptable degradation when Georgia is unavailable. Our official website uses the Gill Sans font family. Typography. Style. Text for correspondence and publications should preferably be set in upper and lower-case, and flush left with ragged right. Capitalization should never be used for body text, but is acceptable for headings. Body Copy Fonts Aa ABCDEFGHIJKLM NOPQRSTUVWXYZ Georgia Regular Logo Fonts Aa ABCDEFGHIJKLM NOPQRSTUVWXYZ P22 Johnston Underground Aa ABCDEFGHIJKLM NOPQRSTUVWXYZ Times New Roman Regular Aa ABCDEFGHIJKLM NOPQRSTUVWXYZ Georgia Italic Regular Web Font Family: Gill Sans Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ Gill Sans Light ABCDEFGHIJKLMNOPQRSTUVWXYZ Gill Sans Book ABCDEFGHIJKLM NOPQRSTUVWXYZ Gill Sans Italic The website font is officially the Gill Sans family of fonts: primarily Gill Sans Light, but also Book, Italic, Bold, and Bold Italic BRAND GUIDELINES 9

10 The Dr. Miriam & Sheldon G. Adelson Educational Campus THAT S JUST FOR STARTERS... HERE ARE A FEW MORE THINGS YOU SHOULD KNOW. Punctuation and Style Preferences In general, follow Associated Press style. Always include The before the name of the schools and note the capitalization of The. Always spell out West when writing the street address of the school: West Hillpointe Rd., not W. Hillpointe Rd. A comma is not used after and when separating words or groups of word in a series of three or more. In written correspondence, addressees should be called by their formal names, not casual (first) names. For example, Dear Dr. and Mrs. Smith not Dear John and Sally. Medical doctors are Dr., but Ph.D.s are addressed as Ms. Sally Smith, Ph.D. For any written correspondence, do not indent paragraphs. Use double spaces between paragraphs for correspondence. For written correspondence, leave two spaces between the end of a sentence and the beginning of the next. For brochure, ads or newsletter copy only: leave only ONE space between the end of a sentence and the beginning of the next. For brochure, ads or newsletter copy, use a period punctuation at the end of every lead-in teaser. Use paragraph indents for stories that appear in brochures, newsletters or other collateral publications. Spell out all abbreviations and acronyms the first time used, then abbreviations and acronyms can be used. All financial numbers are rounded to the nearest whole number no decimals. In copy, use million not MM but for percent, use % and not percent. Numbers less than 10 are spelled out, but 10 and above are listed as numerals. Use math teacher instead of mathematics teacher. When using en and em dashes, leave a space before and after the marks.. Signatures Why standardize signatures? Using consistent signatures adelsoncampus.org accounts is an opportunity to create brand alignment while relaying relevant contact information. In addition, consistent and clear signatures present a professional appearance for conducting business through . Signature guidelines: Information will be distributed by Marketing for instructions and information about our new automatic signature service. Attachments When sending s, please make sure JPEG or PNG images do not exceed 10MB total. Letterhead Template The official stationery package positions the respective logos in the upper right corner of the sheet. For branding and consistency, all school correspondence should follow this pattern. 10 BRAND GUIDELINES

11 BEST TO HAVE A CHECKLIST. THEN YOU KNOW THAT YOU HAVE DONE EVERYTHING RIGHT. The Checklist The Logo Only use logos that are complete and in an appropriate version, created from original digital artwork. Please check that you have respected the minimum size and exclusion zone requirements. 02 Backgrounds The logo should not appear on light or cluttered images without being reversed out. 03 Graphics Check that any supporting graphics or graphic elements do not marginalize, obscure or overpower Our Company logo. 04 Typography Check that our corporate typefaces have been used appropriately where applicable. A final thought. If in doubt, take a look back through this document, all the answers are there. If you re still not sure or you have a special case, please check with Marketing/PR - Matt Boland. The Dr. Miriam & Sheldon G. Adelson Educational Campus 9700 W Hillpointe Rd., Las Vegas, NV Telephone. (702) info@adelsoncampus.org Web. BRAND GUIDELINES 11

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