Principia School Brand Guidelines by Digitalgeria

VISUAL IDENTITY GUIDELINES

TABLE OF CONTENTS INTRODUCTION Using the Guidelines LOGOS

1 2

School Wordmark

School Shield

Athletics Mark

Athletics Branding

SOCIAL MEDIA

Social Media Overview

Identity for Social Media

COLOR

Principia School Colors

Neutrals and Secondary Palette

TYPOGRAPHY

Typography Overview

Typography Hierarchy

PHOTOGRAPHY Photography Snapshot

16 17

IDENTITY MATERIALS

Personal Note Cards

Letterhead

Business Cards

WHEAT GRAPHIC

Wheat Graphic Overview

Framing Moments

Framing Headlines

ONLINE RESOURCES To download logos, PowerPoint files, templates, digital letterhead, and other assets, select Marketing under Offices on PrinWeb. To initiate a marketing job, fill out a Marketing and Communications Request Form.

USING THE GUIDELINES Visual Identity Guide Overview A core part of an organization’s brand is its visual identity. Our name and logos are important assets that are recognized around the world. This branding guide is designed to help everyone at Principia School present our visual identity in a consistent way across all communications. Utilizing the visual identity standards provided in this guide will help accomplish three key objectives: • • •

Enable academic units and administrative departments to communicate cohesively and consistently to a diverse range of audiences Differentiate Principia School in a consistent and effective manner Reinforce Principia School’s brand, which, in turn, will support the institution’s growth and strategic objectives

COMMUNICATIONS AND PUBLIC RELATIONS Laurel Walters Marketing and Communications Director laurel.walters@principia.edu Ext. 3560 NEW MARKETING PROJECTS Kathy Coyne Associate Marketing Director kathy.coyne@principia.edu Ext. 3150 DESIGN, PHOTOGRAPHY, AND VIDEO PRODUCTION Ben Schaberg Creative Director ben.schaberg@principia.edu Ext. 3306 EDITORIAL Trudy Palmer Editorial Director trudy.palmer@principia.edu Ext. 3157 DIGITAL Jonathan Hosmer Web Director jonathan.hosmer@principia.edu Ext. 5130 GENERAL PROJECT AND PROCEDURAL QUESTIONS Kristin Manker Marketing Coordinator kristin.manker@principia.edu Ext. 3517

LOGOS Principia School’s visual identity marks are vitally important to our brand. These marks act as a signature, an identifier, and a stamp of quality and recognition. They are, and always should be, the most consistent component in our communications. By reviewing and adhering to these guidelines, you will help support this vital consistency and brand awareness.

PRINCIPIA SCHOOL WORDMARK A wordmark is a stylized treatment of an institution’s name. The word the is not part of the School’s name, as evidenced by this wordmark. The wordmark uses a special typeface that cannot be replicated, so the correct artwork must always be used and should appear only in the colors below.

PRINCIPIA SCHOOL SHIELD The School shield is the School’s identity mark to be used for all occasions except formal ones (diplomas, graduation announcements, etc.) and those related to athletics. Whenever possible, the shield should be paired with the School wordmark.

SCHOOL SHIELD The School shield consists of the institutional wheat that represents our motto, “As the sowing, the reaping,” and our institutional colors, gold and blue, which stand for purity and courage. When used with the shield, the School wordmark should only appear in navy—or in white if a reverse color is needed.

PRINCIPIA SCHOOL ATHLETICS MARK The School Athletics P is the official mark of Principia School Athletics and should be used exclusively by the School Athletics Department.

PRINCIPIA SCHOOL ATHLETICS P The School P consists of a stand-alone letterform with navy outline and gold fill. This mark cannot be replicated with any standard font and must be reproduced using the artwork found on the Logo Standards page on the Marketing website.

STANDARD OPTION

REVERSE OPTION ON NAVY

PRINCIPIA SCHOOL ATHLETICS BRANDING The Panther is Principia’s mascot. The official graphic representations of the Principia Panther and Panther Paw were adopted and approved in November 2012. This art cannot be altered, tweaked, or changed in any way.

PANTHER MARKS

STANDARD PANTHER HEAD

ONE-COLOR PANTHER HEAD

REVERSE ONE-COLOR PANTHER HEAD

STANDARD PANTHER PAW (Use in these colors only.)

ATHLETICS WORDMARKS

SCHOOL

ATHLETICS TYPOGRAPHY Principia uses two standard typefaces for athletics: Freshman and Nevis. Please contact the Marketing Department, or have your vendor work directly with the Marketing Department, to get these font files.

FRESHMAN

NEVIS BOLD

SOCIAL MEDIA Our audiences may encounter Principia digitally through our website or social media long before they experience Principia in person. To translate our brand thoughtfully for digital communications, it’s important to keep in mind how our audience digests digital content and how it appears on screen.

SOCIAL MEDIA OVERVIEW Many of our audiences communicate primarily through one of the four main social media channels. Below are high-level practices to keep in mind so that appropriate content is crafted in the right manner for each channel.

CHANNEL

TWITTER

FACEBOOK

INSTAGRAM LINKEDIN

HOW TO USE

Share live-event updates, engage one on one with the community, and seek out and engage in brandrelated conversations.

Share news, milestone updates, or photos and videos that show campus life and events.

Post visually striking “inthe-moment” photos and videos that communicate a sense of brand personality.

Post job opportunities and industry thought leadership, and publish news about the institution itself.

CORE USER DEMOGRAPHIC

MILLENNIALS

BOOMERS

MILLENNIALS

BOOMERS

GEN Z

GEN X

GEN Z

GEN X

MILLENNIALS

GEN Z COPY APPROACH

IMAGE PRODUCTION VALUE

CASUAL

FORMAL

CASUAL

FORMAL

CASUAL

FORMAL

CASUAL

FORMAL

CASUAL

FORMAL

CASUAL

FORMAL

CASUAL

FORMAL

CASUAL

FORMAL

IDENTITY FOR SOCIAL MEDIA Principia School runs active channels on Facebook, Instagram, Twitter, and YouTube. We encourage our community to like, share, and engage with these channels to increase our exposure and help us communicate via social media. For a full list of our channels, visit www.principia.edu/socialmedia. SCHOOL SOCIAL MEDIA PROFILES AND CHANNELS

Facebook—School

Twitter—School

Instagram—School

@PrincipiaSchool

Facebook—School Athletics

Twitter—School Athletics

Instagram—School Athletics

@PrincipiaSchoolAthletics

@PrincipiaSports

@PrincipiaSchoolAthletics

YouTube—School /PrincipiaSchool

COLOR Principia’s colors say a lot about who we are. Beyond our logos, they’re one of the most identifiable aspects of our brand. Our color palette helps audiences identify us at a glance, and the way we use color sets the mood for each of our pieces. To maintain visual consistency across all School materials, use only the colors outlined in this section.

PRINCIPIA SCHOOL COLORS Our colors consist of primary, neutral, and secondary palettes. Our primary palette features the institutional colors—blue and gold. This primary palette ensures we stay true to who we are, but the neutral and secondary palettes help build color schemes that are complementary and balanced. This helps the primary palette adjust to meet the needs of various communications.

PRIMARY PALETTE

PMS 872 + Metallic (print only) CMYK 28 / 43 / 79 / 5 RGB 141 / 126 / 75 HEX #8d7e4a

PMS 295C (print only) CMYK 100 / 85 / 36 / 38 RGB 32 / 33 / 62 HEX #20213e

PRINCIPIA SCHOOL NEUTRALS PALETTE

CMYK 3 / 2 / 2 / 0

CMYK 70 / 63 / 62 / 58

RGB 244 / 244 / 244

RGB 51 / 51 / 51

HEX # f4f4f4

HEX #323333

PRINCIPIA SCHOOL SECONDARY PALETTE

PMS 2925C

PMS 144C

CMYK 75 / 24 / 0 / 0

CMYK 2 / 54 / 100 / 0

RGB 0 / 155 / 222

RGB 243 / 139 / 0

HEX #009add

HEX #f38a00

PMS 338C

PMS 109C

CMYK 54 / 0 / 39 / 0

CMYK 1 / 16 / 100 / 0

RGB 110 / 205 / 178

RGB 255 / 209 / 0

HEX #6dcdb1

HEX #ffd100

TYPOGRAPHY When used thoughtfully, typography becomes a powerful brand tool that can add visual meaning to what is communicated. Principia’s typography communicates clearly and cleanly and is flexible across a wide range of print and digital communication mediums.

ABC DE F 13

TYPOGRAPHY OVERVIEW Flexibility comes from using one type family that contains all the necessary styles. Principia’s typeface, Roboto, features sans and slab fonts. The typeface was selected because of its modern and clean form.

PRIMARY SANS-SERIF

ROBOTO

CHARACTERS

WEIGHTS

ABCDEFGHIJKL MNOPQRSTUVW XYZ

REGULAR ITALIC BOLD BOLD ITALIC

abcdefghijklmn opqrstuvwxyz

Uses: Headlines, subheadlines, body copy, page titles, captions

123456789!@#$% ^&*~({[“-+=.,;:•”]})

PRIMARY SERIF

CHARACTERS

WEIGHTS

ABCDEFGHIJKL MNOPQRSTUVW XYZ

LIGHT REGULAR BOLD

ROBOTO SLAB

abcdefghijklmn opqrstuvwxyz 123456789!@#$% ^&*~({[“-+=.,;:•”]})

Uses: Headlines, callouts, fast facts

TYPOGRAPHY HIERARCHY This sample setting shows how typography could be used in a hierarchy that ensures effective use of typefaces to convey information.

Label

PELLENTESQUE HABITANT MORBI TRISTIQUE

Roboto, Black, All Caps Kerning -25, Size 9 pt.

LOREM IP SUM DOLOR.

Short Headline Roboto Slab, Bold, All Caps Size 45 pt., Leading 45 pt.

Lorem ipsum dolor sit amet, onsectetur adipiscing elit. Ut diam risus, sollicitudin vel dolor in, molestie cursus ligula.

Subhead or Lead-In Copy

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut diam risus, sollicitudin vel dolor in, molestie cursus ligula. Vivamus vestibulum dictum est, sit amet dignissim eros scelerisque sed. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Integer gravida venenatis sollicitudin.

Body Copy

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut diam risus, sollicitudin vel dolor in, molestie cursus ligula.

Captions

Roboto, Bold, Title Case Size 16 pt., Leading 20 pt.

Roboto, Regular Size 10 pt., Leading 14 pt.

Roboto, Italic Size 8 pt., Leading 12 pt.

PHOTOGRAPHY Photography is a powerful asset for visual storytelling. It helps us tell the rich, full story that is Principia. By aligning our photography style and usage across the institution, we can create a look and feel that’s distinctly ours.

PHOTOGRAPHY SNAPSHOT Principia’s photography should feel personal, joyful, and light, while also conveying a sense of engagement and innovation. Photography should illustrate the range of activities on campus, including academics, athletics, the arts, experiential education, character development, and Christian Science in action. It should also include student portraits and highlight our beautiful campus.

IDENTITY MATERIALS Principia has a standard suite of identity materials that includes letterhead and envelopes, business cards, note cards, digital letterhead, and templates for PowerPoint presentations. This section shows how our master visual brand comes to life through some of the core identity materials such as letterhead and business cards.

PERSONAL NOTE CARDS The Principia Copy Center can create personalized cards based on the template below. Personalized note cards include first and last name and are printed on 5” x 7” white card stock. Institutional thank-you cards are printed at a 10” x 7” size and folded in half to a final size of 5” x 7” with the inside blank.

TEMPLATE 1

TEMPLATE 2

First Last Last First

NAME HERE

Title Title title title title

5 INCHES

Principia School, 13201 Clayton Road, St. Louis, MO 63131 l 314.434.2100 l first.last@principia.edu

7 INCHES

TEMPLATE 3

5 INCHES

Thank You

Customized letterhead, envelopes, business cards, and note cards can be ordered from the Principia Copy Center using the Copy Center Request Form.

7 INCHES

LETTERHEAD Principia has standard letterhead for the School and School Athletics.

SCHOOL LETTERHEAD

SCHOOL ATHLETICS LETTERHEAD

11 INCHES

8.5 INCHES

CUSTOMIZABLE TEMPLATE CONTENT

OFFICE OR DEPARTMENT NAME ONE OR TWO LINES

Personal Phone Number

13201 Clayton Road St. Louis, MO 63131

314.434.XXXX www.principiaschool.org

School Website URL

Customized letterhead, envelopes, business cards, and note cards can be ordered from the Principia Copy Center using the Copy Center Request Form.

BUSINESS CARDS The Principia Copy Center can create personalized business cards based on the template below. Please provide the Copy Center with the following information exactly as you wish it to appear on your card: first and last name, title, department, office number, cell number (if desired), and e-mail address.

SCHOOL CONTENT

First Last, PhD Title Department

13201 Clayton Rd., St. Louis, MO 63131 Office: 000.000.0000, ext. 0000 Cell: 000.000.000 first.last@principia.edu

SCHOOL BACK SIDE

Customized letterhead, envelopes, business cards, and note cards can be ordered from the Principia Copy Center using the Copy Center Request Form.

www.principiaschool.org

WHEAT GRAPHIC

WHEAT GRAPHIC OVERVIEW The wheat structure graphic is inspired by the sheaf of wheat in Principia School’s shield. Elements from the graphic can be used in various applications to showcase opportunities, recognize growth, and celebrate the experiences of both internal and external audiences.

FRAMING MOMENTS Cropping images in individual kernels offers a perspective for more intimate and inviting communication.

FRAMING HEADLINES This strategy emphasizes key messages for communication materials.

FRAMING PORTRAITS Focusing on a student’s face in this way highlights individual expressions and moments of growth (social, intellectual, physical, moral, and spiritual).

Always use the provided wheat structure when creating the graphic elements. Never reproduce or alter the graphic aside from the instructions on the following pages.

FRAMING MOMENTS Framing images within the wheat kernel can break up the traditional grid and introduce movement and intimacy into a design. By using images of engaged people with rich expressions, we can invite audiences to see themselves in the Principia experience.

SELECTING IMAGES When placing the photo into the container, give context for the moment by showing enough of the surrounding details. Cropping works best when photos have diagonal compositions and are captured midrange.

FRAMING COMPOSITIONS Pay attention to the balance of the subject matter and the surrounding space.

USING AN OFFSET BORDER The thickness of the offset border should be about a fourth of the padding between itself and the framed image. The border should include the line element from the wheat structure for consistency.

The wheat kernel itself can be cropped within the layout of the design. This works best when the shape of the kernel can be recognized by its curved and diagonal attributes.

FRAMING HEADLINES When framing headlines with the wheat graphic, type should be centerjustified. Set the fill color of the text frame to match the background color, and place it over the wheat graphic. The padding that separates the text from the line should be about the height of two lines from the body copy. The measurements below are intended as guides for getting started.

MINIMUM WIDTH 0.25 INCH

EXPERIENCE PRINCIPIA Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque ultrices, lorem in venenatis fermentum, mauris velit lobortis felis, sed feugiat ex nisi in tellus. Proin cursus nulla dui. Fusce at dui nulla. Aenean volutpat lacinia dolor, ac ultrices tortor pretium nec.

eight of two lines X =H from body copy