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F I NDE A L -D E S I G N S F I NA L SIGNS Stationery Pack Stationery Pack 72 and Mobile Web andWeb Mobile 74 Motion Graphics Motion Graphics 78 Print AdsPrint Ads 80 Aparrel Other Collateral 84 Other Collateral 86
42 44 48 50 52
“Art is never finished. IT IS ONLY ABANDONED.” - Leonardo da Vinci
41
8/18/2012
2033 Grant Ave. Ogden, UT 84401 www.DaVinciAcademy.org (801) 783-9483
Dear Students, Eceaquia tiorepe natem incipsunt hilluptas enist veliquidus, imod magniatiasim haruptio quidiaerciet lacim iliquo il mos eiunt landest inusam ad esti dolut esti alitatur alitas voluptatis escilist prerumet ommolorercia volectas evelent provid mos et audae enisquis ipsam ra volupta qui cus expe plandipienim laut minctur arciend andemodist, nonet lam aut fugit aut odit veles ut imusda voluptaquid moluptatur? Orrumqui bla sequas dollabo rionemo luptati buscill auditi conem que venit que venihil es pa ventur, quam cusdanducium alis et quiam earciat. Aped quias asperuptum videsto totatem. Cerestotatem quis nim illam, odicab in cus con cullabo reprae arum rerrovitiore simpore reped ellaborunt, ommolor ehendi cuptasperis et autesequi doluptatem nonsequam, ipit maioriam vitae. Adiscillore dolupta mustrum exernatumqui to ilitatiant magnatia pos reperch illenis eiusam dit exeres etur? Ersperest et expero vel minimperum harum, commolu pturios dollatia preiur, sime vendi ullo ipidignis dolorepedior aut maiorrum volorernatur sit, sitaquam fugiam qui doluptate volumenis doloreprem dendandebis nonsequisit volest voluptatque illa del ex eumetur sectur simagnam, ea nonsequ iaerist emolorerum doloreperro oditiaeribus et ium conecabo. Rae velicil itaquaecea natisci litatiae ra dus velles es alit volorer natiae eat. Taest faci idel imporia iunt molorat ectotas perciditate dolora core iumquo magnihitatia porpore voloris reprovitin nus exerunt. Facimagnia non prae officit, ut quos suntin con cullenimus re deniment aut adiatur iasinihici re pori con con explabore neceatiis prorupt asimosam aut dollaborati dipsant inusam et officilia nullent, utatent orerum latia se sed ut et aut porem eossi temolor sustiam, ut voluptatur audigni ssitatist, uta volorum quisserio. Nequidis alit am nonsectem dolupta volores equiae eum nones nia voluptin perunt eos apis molessitiis magnatat ellorep udicturia sum nis quibus, voluptiaspe volupta tquunt. Sincerely, 2033 Grant Ave. Ogden www.DaVinc , UT 84401 iAcademy.or g (801) 783-9 483
Fred Donaldson Executive Director
T H IS IS FO R YOU
STATIONERY PACK
T
he stationery pack consists of a letterhead, envelopes, and business cards. The letterhead can be used on everything from memos or letters home to permission slips.
Below is an example of how such a permission slip might look.
43
Sample internal pages
WEB AND MOBILE
D
aVinci’s new homepage features a very prominent menu system that
divides the site into four user paths. Mousing over one of these paths will reveal the menu image in full color, and cause a
Homepage
drop down menu to appear, from which site users can select almost any content page in a single click. While each path contains some unique content, a number of the drop down menu links are the same regardless of the path chosen. This is done to allow users to find most or all of their needs in a single place. There is no need to become familiar with multiple menu systems to find most information. It also allows content creators to tailor the presentation of that information based on the user path from which the link was chosen. on all internal pages, the user path menu still features prominently, allowing easy navigation of the site from any page. To left are sample pages from the Faculty and Parents paths. The entire contents of the original drop-down menu appears as an easily visible menu bar with breadcrumbs. The pages are designed for the maximum amount of information above the fold.
45
T
he full homepage displays easily on a tablet device such as the ipad, and a
separate mobile version of the site appears on smartphones and other internet-enabled mobile devices. The mobile site follows the same four path navigation as the main site, but with a simplified look for clarity on small devices. Opposite are three other pages from the full version of the site: the student’s profile and class manager, the visitor information page, and the Student Showcase. The latter is a special area of the site - as can be seen from the different colored background that features the best work being done by DaVinci students, regardless of their area of emphasis. This provides a unique opportunity for students to have their work featured in a professional way.
WEB AND MOBILE
47
MDM 620 Design Integration
8
1
8.3.3 Project Storyboard
2
00;00;00;05 MUSIC: A light, upbeat, but driving music track begins. VFX: The text "Start" flashes as though a button has been pressed. Green path begins to grow out from under it.
3
MDM 620 Design Integration
8
4
1
8.3.3 Project Storyboard
2
3
4
00;00;01;15 MUSIC: Continues VFX: path continues to grow. Young man sitting on a couch pops up from the path.
00;00;03;00 MUSIC: Continues VFX: As track grows it moves downward. Camera follows path. Texture grows from underside of path.
5
6
7
8
5
6
7
8
00;00;07;00 MUSIC: Continues VFX: Dragon path grows upward, camera following, and branches out in a T. This is the new path. Young man on bicycle pops up from path, followed shortly by buildings. SFX: City sounds in background
00;00;08;00 MUSIC: Continues VFX: Cyclist travels along path, maintaining relative positioning on screen. Texture grows beneath path as before. SFX: Appropriate to background images.
00;00;09;00 VO: The better life can get. MUSIC: Continues - swells with sunrise. VFX: Cyclist travels along path, maintaining relative positioning on screen. Sun rises. SFX: Appropriate to background images.
00;00;11;00 MUSIC: Continues VFX: Cyclist travels along path, maintaining relative positioning on screen. SFX: Appropriate to background images.
00;00;17;00 VO: of Science and the Arts: MUSIC: Continues VFX: Camera zooms in on building as sun begins to rise further. Two students pop up from path, which appears larger now. SFX: Fade out
00;00;19;00 VO: A free, MUSIC: Continues VFX: As second path enters from left, building and students disappear into first path. Sun rises out of frame.
00;00;20;00 VO: public, MUSIC: Continues VFX: Camera follows paths to a corner.
00;00;21;00 VO: charter school MUSIC: Continues VFX: Paths begin to spin as camera pulls out.
MDM 620 Design Integration
8
1
8.3.3 Project Storyboard
2
00;00;22;00 VO: in Ogden, MUSIC: Continues VFX: Camera continues to pull out, revealing paths to be DaVinci Logo, which continues to spin into position.
5
00;00;04;00 VO: The sooner you choose a path in life MUSIC: Continues VFX: Path grows into an intersection. Young man pops up from path. Arrows indicate possible choices. Dragon flashes like "start" text in first frame, indicating it has been chosen.
3
00;00;23;00 VO: Utah. MUSIC: Continues VFX: Logo settles into place and type appears. Faces of students appear as camera passes in front of them.
6
00;00;25;00 VO: Wherever you want to go, MUSIC: Continues VFX: Silhouettes appear in a sliding fashion, like album selection in iTunes on mobile devices. Animation stops on college graduate.
7
4
00;00;27;00 VO: We'll help you get there. MUSIC: Ends with flourish/sting VFX: Dragon swallows previous scene and breathes out tagline. Other text appears.
8
MOTION GRAPHICS
00;00;12;00 VO: And the farther you can go. MUSIC: Continues VFX: Cyclist travels as before. SFX: Appropriate to background images.
00;00;13;15 MUSIC: Continues VFX: Cyclist travels as before. SFX: Appropriate to background images.
00;00;15;00 VO: DaVinci MUSIC: Continues VFX: Cyclist travels as before. SFX: Appropriate to background images.
00;00;16;00 VO: Academy MUSIC: Continues VFX: Cyclist travels as before, slowing as he approaches building. SFX: Appropriate to background images.
T
his “Find Your Path� video features a nameless silhouette making the
choice to attend DaVinci and consequently going places in life. In addition to such promotional pieces, student spotlights are an important part of the overall video and motion graphics strategy.
49
D
aVinci’s primary print forums are The Standard Examiner (a local
newspaper), billboards, and flyers. These print ads are tailored for those media.
PRINT ADS
51
T
here are many opportunities for DaVinci embedded within the lifestyles
of its stakeholders. Materials used by students, apparel, and other kinds of merchandise can go a long way toward promoting the brand. The important thing is designing products that people will want to use regularly. This will help them act as brand ambassadors.
OTHER COLLATERAL
53
ST Y L E G U I D E Brand Essence
Telling Our Story Image Use
Color Palette Typography
Logo Standards Departments
Print Standards Merchandise
Web Standards
Motion Standards
56 58 60 64 66 68 72 74 78 80 82
“Science is the observation of things possible, WHETHER PAST OR PRESENT.” - Leonardo da Vinci
know more, and
reward innovation.
thing, the right
success, drawing
remain committed
We greet new
way, for the right
on each other’s
to continuous
ideas openly and
reason, every time.
complementary
learning. We are
optimistically. For
Our commitment
strengths and
driven to learn, to
us, there are no
to the greater
skills. We attract,
teach, to uncover
routine problems
good transcends
the secrets of the
or solutions. We
personal concerns.
natural world, and
think boldly”
We represent the
to expand the body
(DaVinci Academy
truth” (DaVinci
CURIOSITY
of knowledge. We wonder” (DaVinci Academy of Science and the Arts, 2012).
BRAND ESSENCE
of Science and the Arts, 2012).
Academy of Science and the Arts, 2012).
COLLABORATION
“We collaborate for
CITIZENSHIP
“We do the right
CREATIVITY
“We encourage and
“We hunger to
motivate, and reward talented people. We invest in their personal development. We trust each other” (DaVinci Academy of Science and the Arts, 2012).
“We conduct
“We strive to
ourselves with
surpass yesterday’s
We value
dignity and respect
accomplishments.
conclusions drawn
for others. We
We have the
from the rigorous
embrace the
confidence to
analysis of data
diversity of people,
and not merely
perspectives,
from popular
and ideas. We
opinion. We reflect”
value honest
(DaVinci Academy of Science and the Arts, 2012).
D
relationships, communicate openly, and support each other. We care” (DaVinci Academy of Science and the Arts, 2012).
COMPETITIVENESS
about excellence.
COMPASSION
CONTEMPLATION
“We are passionate
compete when success is not assured. We persevere in the face of challenge. We are winners” (DaVinci Academy of Science and the Arts, 2012).
aVinci Academy is uniquely dedicated to student success. With its innovative, integrated arts/science curriculum and its highly qualified staff, the school stands head and shoulders above the competition. DaVinci’s philosophy is built on the seven pillars listed above, and its teaching is
founded in the same principles of critical thinking, hands-on learning, and active application that made its namesake one of the greatest thinkers of all time. A DaVinci education focuses on the whole child. Every student receives counseling and support that goes far beyond academic concerns. Teachers and staff do their best to help every student succeed physically, mentally, socially, and emotionally.
57
Voice and tone Respect For All
Make it Positive
Authorit y and Relevance
Productive Pressure
T
C
I
T
speak to both audiences appropriately.
the shortcomings of traditional public
Parents will care about the quality of
materials should reflect that visually by
Accordingly, no “adult content” should
education. The purpose is not to
education, and the campaign should
employing contrasts such as dark and
be used in the campaign, but messages
demean the work being done by others,
reassure them, particularly since it is
light, old and new, large and small, etc.
should be kept at a high level. This is
but to hold up DaVinci as the best
asking them to try something new. In
Contrasts tend to add tension , but this
done out of respect for the intelligence
among many goods. It is acceptable
order to attract students, this voice
tension should not be used to create a
of both students and their parents.
to emphasize the inherent advantages
should speak of relevant issues with
sense of conflict. Just as the tension in
DaVinci refuses to “dumb-down” its
of the charter school model, but
youthful excitement and appropriate
a bicycle chain propels the rider forward,
voice because it seeks to elevate
direct attacks on other schools are
humor. Visual and verbal cleverness can
the tension in campaign materials
understanding and attract people
not allowed. One way to demonstrate
help with this, but are not ends unto
should create a sense of motion and
interested in personal achievement,
positivity visually is to show the
themselves.
completeness. Harmonious contrasts
not cater to the lowest common
breaking of boundaries.
he audience for this campaign is twofold: parents and students.
Naturally, the campaign needs to
ampaign messages should reflect an optimistic attitude. Care
should be taken when pointing out
denominator.
TELLING OUR STORY
n order to appeal to parents, the campaign must adopt a voice and
look that lend credibility to the school.
he campaign is based on dualities: tradition and innovation, art and
science, parent and child, etc. Campaign
should be emphasized whenever possible.
While humor
This campaign
rebranding
can be used in
should never
campaign is about
this campaign, it
feel divisive or
the issues that
should be tinged
antagonistic. It
matter individually
with an element
should be about
to its audience.
of poignant truth.
taking the various
Speak directly to
All messages and
parts of life and
both students
materials should
putting them in
and parents
reflect the power
their proper places.
and encourage them to realize the individual consequences of education.
of a well-educated life and the importance a single choice can carry.
COMPLETE
DaVinci’s
POWERFUL
PERSONAL
Key tenets
Always emphasize completeness and unity. A complete educaton, life, family, community, and being.
59
Students tudents are the heart of DaVinci,
S
be no lack of opportunities for taking
enjoyment - images can be positive and
with a wide variety of emotions so
and should be treated as such in
such photos. Students can be shown
upbeat without being overtly happy
long as the fact that it is a dramatic
campaign imagery. Photos of actual
studying, engaging in school-related
and DaVinci has no desire to pretend
performance is clear. The key is to
DaVinci students should be used
activities, or excelling in activities
that school is never hard work. Similarly,
represent the situation truthfully and
whenever possible, and should show
outside of school. Images of students
many students engage in activities
to use the image to demonstrate the
them in real life situations. Because
should never ridicule or cast them
that require intense concentration or
benefits of a DaVinci education to
all students sign a media agreement
in a negative light. Students need
apparently negative emotions. Drama
the students. The guidelines on the
upon enrolling at DaVinci, there should
not always be smiling or expressing
students, for example, can be shown
following page also apply.
IMAGE USE
Faces
Bodies
Clothing
When using images that show students’
Images that do not include faces can be
Use images of students dressed
faces, make sure there are no major
used creatively, but always to serve one
according to school dress code.
obstructions. Regardless of expression,
of the other purposes of the campaign,
Branded attire is not required. When
faces should be clearly visible.
such as contrast. Avoid randomness
using photos of students in costume, avoid suggestive camera angles or poses.
61
Facult y Expression
Actions
Environment
Faculty members should always be
Images should show faculty members
Always show faculty members
shown with welcoming expressions.
actively engaged in their professions
in a school-related environment.
Do not use images that imply DaVinci
directing, demonstrating, serving, or
When showing teachers outside a
teachers are boring, mean, or
otherwise teaching.
classroom, make sure the image clearly
uninterested in students.
IMAGE USE
demonstrates student involvement.
Parents Expression
Actions
Relationship
Parents are also key to DaVinci’s
Images of parents should be limited
Parents’ relationship with DaVinci is
campaign. They should be represented
to those that show them helping
often mediated by their students.
in images as proud, delighted, or
students achieve through volunteering,
Parents should always be shown in a
otherwise pleased with the effects of
counseling, or supportiveness.
context that clearly identifies them as
DaVinci in their children’s lives.
parents of DaVinci students.
63
Dragons in mind
T
he color scheme for this campaign was inspired by the thought of a dragon soaring fearlessly into the sky early in the day. The
deep, rich DaVinci Green is taken from the body of the dragon, while the lighter green is the tops of the trees the creature brushes with its wings as it glides past. The yellow sun rises pale in the distance, and the dragon spouts a plume of orange flame into the muted blue morning sky. The majestic beast disappears from sight, leaving behind only a dark gray trail of smoke lingering in the brisk, clear air. This image is representative of DaVinci students who, still in the early years of their lives, are now learning to spread their wings and soar beyond the confines of their preconceptions and other artificial boundaries as they seek success in the wide world ahead.
Note: In order to preserve the integrity of DaVinci Green, all printing must be done with a 4 color process. Do not use Pantone or other CMS colors, as there is no adequate match.
COLOR PALETTE
R: 46
C: 71
G: 46
M: 64
B: 46
Y: 64
#2E2E2E
C: 80
G: 74
M: 70
B: 98
Y: 40
prestigious, but with undertones of energy.
#444A62
Foliage Green
This lighter, more vibrant green gives life to the main color and helps it to be
K: 26 R: 250
C: 0
G: 229
M: 8
B: 154
Y: 48
#FAE59A
C: 71
G: 35
M: 58
B: 19
Y: 77
distinguishable from black.
Sunrise Yellow
Intended for a foreground/background relationship with DaVinci Green, this
K: 0 R: 30
This is the campaign’s and the school’s primary color. It is meant to rich and
K: 66 R: 68
DaVinci Green
pale yellow simultaneously brings high
#1E2313
contrast, optimism, and elegance.
Dragon Fire Orange
This accent color is the most vibrant and
K: 78 R: 136
C: 27
G: 67
M: 82
B: 33
Y: 100 K: 22
#4D5F2E
#884321
energetic of any color in the palette. It is used to draw attention to important elements or to add vitality.
Morning Sky Blue
Calming, reassuring, and easy on the
R: 77
C: 72
G: 95
M: 40
the color scheme and makes a great
B: 46
Y: 100
background or highlight color.
K: 33
eyes, this color adds credibility to
Smoky Gray
A return to the feeling of the first shade, this deep gray is primarily meant for body text. It carries weight, but is easier to look at than straight black.
65
ABCDEFGHIJKLMNOPQRSTUVWXYZ Flyer LT Std - Black Condensed abccefghijklmnopqrstuvwxyz 1234567890!@#$%^&*(),.;:/?;’”<> Headline
Subhead ABCDEFGHIJKLMNOPQRSTUVWXYZ
Lucida Bright - Italic abccefghijklmnopqrstuvwxyz 1234567890!@#$%^&*(),.;:/?;’”<> Body
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Geneva - Regular abccefghijklmnopqrstuvwxyz 1234567890!@#$%^&*(),.;:/?;’”<>
Logo ABCDEFGHIJKLMNOPQRSTUVWXYZ
Diotima LT Std - Roman abccefghijklmnopqrstuvwxyz 1234567890!@#$%^&*(),.;:/?;’”<>
TYPOGRAPHY
Exceptions
T
he fonts associated with the campaign are well suited to its purposes and to
general usage for designed materials that represent the school. However, they are not
Headline Georgia Bold 18 pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abccefghijklmnopqrstuvwxyz 1234567890!@#$%^&*(),.;:/?;’”<>
commonly found on most computers used by DaVinci employees, and even if they were, most employees would not remember to use them for every day documents. Rather than distract from the important teaching
Subhead
Georgia Italic 15 pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abccefghijklmnopqrstuvwxyz 1234567890!@#$%^&*(),.;:/?;’”<>
work DaVinci’s faculty does with burdensome font requirements, the campaign rules grant an exception for internal, every day word processing documents such as lesson plans, worksheets, and other materials used within
Subhead
Georgia Regular 12 pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abccefghijklmnopqrstuvwxyz 1234567890!@#$%^&*(),.;:/?;’”<>
a single classroom or between teachers. Each teacher may develop his or her own documents as needed using whatever fonts they choose. Official or administrative documents used internally such as memos, templates, reviews, announcements, permission forms, and others should adhere to the following secondary rules:
End of Level Exams are Just the Beginning... Proven philosophies, modern application
D
aVinci Academy of Science and the Arts lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc vitae pharetra mi. Nullam tincidunt mi sed felis pretium luctus. Suspendisse potenti.
Duis at orci at dolor tempor auctor. Donec placerat, enim a aliquam bibendum, enim nunc ornare dolor, a molestie tellus purus sit amet metus. Nunc at laoreet dui. Maecenas at nulla non lorem luctus molestie. Ut at viverra elit.
67
Mark
D
The brand mark consists of the doublestroked shield/banner shape in DaVinci Green containing a waving Sunrise Yellow
Measure “D” from the top left corner, which is the highest point.
banner emblazoned with the DaVinci dragon, also in DaVinci green. The dragon is the school’s mascot.
Measure “D” from anywhere along the left edge of the
DAVINCI ACADEMY
OF SCIENCE AND THE ARTS
Logot ype
logo.
D
D
LT std and the color known as Foliage Green. The word “DaVinci” includes
the cap height of “Academy.” Take measurements from the letter D.
This space must be kept clear for consistency with
The logotype is the name of the school, arranged as shown, in the font Diotima
“D” is equal to
department branding.
D
Measure “D” from the lowest point on the logo.
custom kerning adjustments.
About the logo
LOGO STANDARDS
Double strokes represent
Banner shape is ragged,
Sharp corners and
the dual paths - science
as though it were painted
points on strokes reflect
and arts - open to
on, reflecting an artistic
scientific precision.
DaVinci students
sensibility.
High-contrast colors
Logo font implies the
Gradient in the logotype
chosen to create a sense
credibility associated with
adds optimism and visual
of elegance without
a high-class educational
interest.
losing modernity.
institution.
Backgrounds
T
he elements of the logo can be used separately as background
• Backgrounds should be reflective of the campaign.
or other graphic elements, but the full logo should always appear
on all collateral. The exception is when the brand mark is used as a
• Use either very light or very
dominant graphic element, as in the website homepage. In such cases,
dark background colors in
the logotype can appear separately, but both the brand mark and the
order to preserve sufficient
logotype must be clearly visible.
contrast for legibility. • Only use black, white, or colors closely related to those in the campaign color palette.
The dragon from the brand mark is used as
• Gradients that pass
a background element in this brochure, but
through midtone values are
the full department logo appears below.
inappropriate. • Do not use colors that clash wiith or distract from the logo or the color palette.. • Highly detailed images should not be used as backgrounds. • Do not place the logo over complex textures. • Images and textures with faint detail (such as the background of this page) are appropriate.
s tic o my b Ro rono t As sics y Ph logy Bio logy o Ge any ry t st Bo mi e Ch
69
D
The grayscale logo follows
o not apply custom effects or
this format in either
stylizations to the logo. The
vertical or horizontal
official sytlized version (seen below)
orientation.
can be obtained directly from the school. This version may be used when a stylized logo seems appropriate and such effects will not be distracting. Do not distort, transform, colorize, or rotate the logo in any fashion.
S
ome applications may require such a small logo that the ordinary
version with its horizontal orientation will become illegible. In these situations, the vertical version of the logo, shown at right, is appropriate. Because it is meant for small display, the visual effects mentioned above are not applied to this version, but they can be
The stylized logo features a waving banner effect and a gradient fill on the logotype.
LOGO STANDARDS
applied if a situation arises that calls for a vertically formatted logo at a size that allows such detail.
D A S A
D A S A
Co-branding
D
aVinci’s logo may be used in conjunction with other logos when the school
sponsors events with other companies, or is sponsored by other companies. In the latter case, DaVinci’s logo should be rendered at a height equal to that of the other companies, with the same clear space used between surrounding logos on any side. Clear space is measured by the cap height of the word “academy.” Logos for a DaVinci event with outside sponsorship should be rendered with the sponsor logos at half-height to DaVinci’s logo. They may begin as close as one “D” below the logotype, and should be aligned left, beginning at the word “of” in the logotype.
Other variations
F
or applications that require a singlecolor logo, the following two versions are
approved, though preference is given to the latter, as it is more efficient in print.
71
How we do it
W
hen creating materials for departmental purposes, the logo
should be modified to include a horizontal bar that extends from the right diagonal on the banner/shield. This bar is colored orange for the art department, blue for the science department, and gray for the DASA core. If the branding is serving more than one subcategory of the department, the name of
Department label font
the department should be used. For example,
size equals the base of
an event that is sponsored by both Theatre
“Y” in “Academy.”
and Film will simply be branded with the name “Art,” as shown to right. However,
-76 gradient overlay creates
Theatre only events, such as school plays, can be branded with the sub-category name
Department label is left-justified to the “o” in “of.” This allows
“Theatre.”
even longer labels to fit. Department label uses the main
headline font: Flyer LT Std. with “Black Condensed” styling.
DEPARTMENT BRANDING
subtle shadow as the bar moves to the right.
Why we do it
D
aVinci Academy fulfils a wide variety of functions, and its branding needs to be
flexible. For administrative and school-wide usages, the standard guidelines are sufficient, but sometimes events, materials, or activities are designed to meet the specific needs of one or more academic department. DaVinciâ&#x20AC;&#x2122;s academic functions fall into three general departments: art, science, and the DASA core. The first consists of visual, musical, and performance arts with several sub-categories such as Digital Media, Theatre, or Ceramics. The Science department also houses several unique disciplines such as biology, geology, robotics, and physics. The DASA core comprises the core curriculum that every student must complete. This is more extensive than the state-mandated core, with added classes in philosophy and other topics related to critical thinking and academic excellence.
73
D
aVinci wants to represent itself well both internally and externally, and no opportunity should be
overlooked. Business cards and letterheads must carefully follow branding guidelines to ensure consistency. Business cards use standard 2.5â&#x20AC;? x 3.5â&#x20AC;? stock. Colorcoded flags on the end of cards show at a glance the department a teacher works in. Administrators and staff members receive cards with a flag in DaVinci Green. All official internal documents must use the DaVinci letterhead. This includes announcements, memos, contracts, letters, permission slips, disciplinary action forms, etc.
PRINT STANDARDS
0.5” Logo is 1.875” wide.
Flag covers last 1” of card.
0.5”
0.125”
2.5”
Contact info aligned left. Date touches 0.5” margin on both sides.
0.125”
Personal info begins halfway between the bottom of the logotype and the bottom of the shield.
Personal information is leftaligned to “of,” and uses 7
Body copy uses 12
point Lucida Bright Italic.
point Georgia Regular, the alternate font for internal documents.
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Billboards
B
illboards will require different layouts based on whether the
message is targeted to students,
At least one third of billboard width reserved for brand identification.
parents, or both, but the general rules on this page should apply to all. The full version of the logo should always be used in order to increase brand name recognition, and it should always be rendered large enough to be easily legible from a distance. Copy should be kept to a minimum. Use images or graphic devices to communicate whenever possible.
Use tagline whenever possible Include web address as primary point of contact.
PRINT STANDARDS
Flyers/brochures
F
lyers and brochures may be used for a wide variety of reasons, but all of them should follow ordinary typographical guidelines and clear space
requirements, respect all rules regarding imagery, and should adhere to the following standards for logo size and placement: The horizontal logo should be no smaller than one third the width of the page. In the case of folding brochures, use the width of a single page. The vertical logo should be no smaller than one quarter the width of the page. The logo must appear on the outside of a folding/multi-page brochure or the front of a flyer.
Robotic s Astrono my Physics Biology s G e o lboogt iyc m y o o on B oRt a n r t y s s sic C hA em y i s t P h l orgyy Bio logy o Ge any ry t st Bo mi e Ch On folding brochures, base logo size on the smallest visible page
Logo is more than one third the width of the page.
when completely folded.
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T
he logo and brand essence should be used imaginatively to create
merchandise that will make DaVinci’s
Removable vehicle decals can help bring brand awareness to a much larger audience.
brand memorable to members of the target audience, and help current DaVinci students and their parents want to act as ambassadors for the school. This guideline goes beyond merely offering a “cool factor.” Designs should be visually appealing, but should also positively identify the school and speak to either parents or students in some meaningful way.
Choose merchandise that can be useful to DaVinci customers. This will help them be brand ambassadors.
MERCHANDISE
On back: â&#x20AC;&#x153;The best dressed school in Ogden.â&#x20AC;?
Logotype on sleeve
T-shirts in a variety of styles can appeal to students and parents with different personalities. Shirts can be related to clubs, athletics, student organizations, departments, or the school in general.
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D
aVinci’s web presence should be as flexible as the rest of the brand, and should reflect a standard of artistic sensibility
250 px.
combined with scientific precision. The horizontal logo should be used whenever possible, but should never be reduced to a size smaller than 250 pixels wide. The vertical logo should be made no smaller than 125 pixels wide. Ad size and shape can be as standard or unorthodox as needed, so long as the minimum sizes and clear space requirements are honored. 125 px.
Text on the web should exude a feeling of openness and authority. Space letters, words, and lines enough to create comfort, but not so much that words seem stretched to cover for a lack of substance. One of the unifying elements of all web advertisements should be a navigational icon that directs users to the DaVinci website. This icon consists of the DaVinci banner/shield turned sideways to form an arrow, as if it were a sign pointing to the correct road to follow. This is consistent with the campaign tagline, “find your path.” It also creates a sense of motion and direction. The road sign icon may be used to suggest a definite direction or to imply a choice, as in a link to more information
WEB STANDARDS
1024 px. wide
User path menus help visitors get from one major content area to another in a single click.
Logotype used alone because of the prominece of the brand mark in the page design.
“Bottom-up” information structure ensures anyone can quickly find what they need regardless of familiarity with the site.
“Four User Paths” navigation bar should appear on all site pages, but size is reduced on secondary pages.
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O
utlets for video or motion graphics messages include web animations, the
schoolâ&#x20AC;&#x2122;s YouTube channel, local TV stations, the official web site, and the pre-feature ads played at Odgenâ&#x20AC;&#x2122;s Megaplex movie theaters. Each of these venues provides a different kind of audience, and may lend itself better to seasonal promotions or otherwise targeted messages. In order to be true to the brand values, videos should communicate personal stories and powerful, compelling messages about the many benefits DaVinci has to offer.
Hosting videos on YouTube can help impromve SEO and brand exposure through social media integration.
The video player on the DaVinci homepage is a perfect place to show student spotlight videos, highlights from school events, and other video/ motion graphics material.
MOTION STANDARDS
Student spotlight videos are an important part of DaVinciâ&#x20AC;&#x2122;s overall video/motion graphics plan. The website should regularly feature new videos highlighting the accomplishments of individual students.
83
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“These rules will enable you to have a free and sound judgment; since
GOOD JUDGMENT IS BORN OF CLEAR UNDERSTANDING.” - Leonardo da Vinci