Senior Capstone Project Style Guidelines by Allison Gottlieb

ECC Style Guide

Escuela de Creativas Ciencias

v1. 04.23.2013

Escuela de Creativas Ciencias 1

The Brand

Table of Contents The ECC Brand Brand Position........................................................................................................................... 01 Core Values............................................................................................................................... 01 Brand Essence.......................................................................................................................... 02 Language Guidelines Words that Describe ECC.......................................................................................................... 03 Brand Qualities........................................................................................................................ 03 Graphic & Visual Language Creative Strategy...................................................................................................................... 04 Color Palette............................................................................................................................ 04 Typeface................................................................................................................................... 05 Fonts........................................................................................................................... 05 Brand Iconography................................................................................................................... 07 Classroom Iconography............................................................................................................. 08 Classroom Signage................................................................................................................... 09 Logo Logo Size.................................................................................................................................. 11 Clear Space Requirements......................................................................................................... 12 Collateral Marketing Collateral.................................................................................................................. 13 Business Cards............................................................................................................. 13 School Brochure........................................................................................................... 14 ECC Collateral............................................................................... ............................................ 15 Stationary & Letterhead................................................................................................. 15 Envelope...................................................................................................................... 16

Co-Branding Logo Usage with Other Brands................................................................................................... 17 Co-Branded Clear Space........................................................................................................... 18 Contacts................................................................................................................................... 19

Brand Positioning Escuela de Creativas Ciencias will promote, stimulate, and encourage students by providing a hands-on and interactive educational experience. At ECC, we strive to foster discovery type learning, by allowing students to interact with the physical world and their peers. By focusing on the creative sciences and technology, ECC will cultivate students who are independent, creative, and problem solvers, ready for the constant evolution of the globalization of the economy. As science and technology take a larger presence in the global economy and as larger companies move offices to Costa Rica, it is pertinent that at ECC, we give students the necessary tools to excel in these intense labor and market demands. At ECC, we use a multiage educational system integrated with constructivist learning strategies to create a child-centric environment. These strategies provide children with multi-dimensional skills that prepare them to excel in future studies and well into adulthood.

Core Values Discovery Some things are easier to learn by doing than by seeing or listening. At ECC, we believe discovery is the key to learning. By moving and doing, learning can happen in a fun and active environment.

Exploration Children at ECC learn by exploring the world that surrounds them. This sense of exploration is reinforced by fun, interactive elements within the school.

Interaction The static, rows of desks facing forward classroom is a thing of the past. ECCâ&#x20AC;&#x2122;s classrooms are dynamic, reconfiguring and changing to fit the needs of the curriculum. Circulation outside the classroom is not simply a space for walking from here to there, but a space to learn, reinforcing ideas taught in the classroom.

The ECC Brand

Brand Essence ECC is inspirational. ECC’s vision is to create a positive learning environment that promotes and encourages students to want to learn. Learning will be experiential. Learning will be fun. Learning will foster discovery. Learning will be exciting. ECC fosters life-long learning. At ECC, it’s more than just passing a standardized test. It’s more than just moving onto the next grade cycle. It’s about wanting to learn and cultivating that desire. Children who have fun while learning don’t think of learning as a chore or a bore, but as a fun experience.

The ECC Brand

Language Guidelines Words that Describe ECC Fun, exciting, encouraging, stimulating, interactive, discovery, exploration, colorful, cultural, inviting, happy, ยกpura vida!, educational, changing, movement, active, sustainable, learning, hands on, developing, science, technology, engineering, energetic

Brand Qualities To help ensure the communication is true to the brand the following guidelines should be used. These words help to understand the essence of the brand and determine if a statement accurately reflects ECC, everything it stands for, including the personality, the look, and the voice. When evaluating a headline, body copy, a tagline, a photograph, or a promotional theme, the first set of words should apply. Equally important, the second set of words should not.

ECC is...

ECC is not...

Discovery Exploration Interaction Dynamic Evolving Constructivist Multi-age Hands-on Experiential Collaborative

Concealment Textbook-only learning Disconnection Static or boring Constancy Teacher-centered Traditional, 1-grade classrooms Passive or Inactive Speculative, Hypothetical Work singularly

Language Guidelines

Graphic & Visual Language Creative Strategy Some things are easier to learn by doing than by seeing or listening. At ECC, we believe discovery is the key to learning. Students explore the world around them, interacting with it and their peers, allowing meaning and theory to come naturally. Moving and doing create learning in a fun and active environment.

Color Palette The ECC brand has a primary color palette and a secondary color palette. Palette B is used as an auxiliary palette, helpful in balancing the saturated colors in Palette A. PALETTE A

PALETTE B

PMS:

1585 C

PMS:

7648 C

PMS:

637 C

PMS:

Cool Gray 6 C

CMYK:

0 72 98 0

CMYK:

36 100 34 8

CMYK:

61 2 8 0

CMYK:

35 29 28 0

RGB:

255 108 12

RGB:

158 28 100

RGB:

78 193 224

RGB:

169 168 169

PMS:

3268 C

PMS:

803 C

PMS:

Cool Gray 9 C

CMYK:

90 3 58 0

CMYK:

0 5 97 0

CMYK:

55 47 44 10

RGB:

0 169 143

RGB:

255 233 0

RGB:

119 119 122

Graphic & Visual Language

Typeface Fonts The two key typefaces of the ECC brand are Helvetica Neue LT Std, 67 Medium Condensed and Helvetica Neue LT Std, 47 Light Condensed. Helvetica Neue LT Std is clear and readable in any media application. The typeface is contemporary yet classic. A tertiary typeface, Strawberry Limeade, can be used for accent information. For information about where to obtain fonts, please contact collateralinfo@ecc.au.cr

Primary Typeface The primary typeface is Helvetica Neue LT Std, 67 Medium Condensed. Helvetica Neue LT Std is mandatory on all headlines, titles, and captions. Sentence case is the recommended format for this typeface. Primary Typeface

Helvetica Neue LT Std, 67 Medium Condensed Secondary Typeface The primary typeface is Helvetica Neue LT Std, 47 Light Condensed. Use Helvetica Neue LT Std, 47 Light Condensed for all body copy and legal copy. Sentence case is the recommended format for this typeface. Left justified is the recommended body copy format. Legal copy (such as a disclaimer) must not be less than 6pt. for print and must not be less than 8pt. for digital applications. Secondary Typeface

Helvetica Neue LT Std, 47 Light Condensed

Graphic & Visual Language

Typeface Tertiary Typeface The tertiary typeface is Strawberry Limeade. Strawberry Limeade is a quirky, fun typeface that should be used in phrases with emphasis, quotes, and accent words. This font should only be used in phrases under 10 words. Lowercase is the recommended format for this typeface.

All Typefaces For information about where to obtain fonts, please contact collateralinfo@ecc.au.cr

Primary Typeface

Helvetica Neue LT Std, 67 Medium Condensed Secondary Typeface

Helvetica Neue LT Std, 47 Light Condensed Tertiary Typeface

strawberry limeade

Graphic & Visual Language

Brand Iconography Iconography for ECC can be used on top of photographs or as a stand-alone icon. The tangram icon is derived from the ECC logo and it possesses the essence of ECC. The icon may be recolored in any combination from the color palette or white, if needed for clarity on a color photograph. Never use more than one icon per communication piece. Please contact collateralinfo@ecc.au.cr to obtain these icons.

The Tangram

tortuga

Graphic & Visual Language

tortuga

Classroom Iconography Each classroom at ECC has its own icon. The icons, representing the lifecycle of a butterfly, help to reinforce the notion of change and growth in ECC and the educational process. These icons are to be used solely within the walls of ECC, on signage, wayfinding, or other appropriate locations. Icons may be recolored in any combination from the color palette or white, if needed for clarity. Please contact collateralinfo@ecc.au.cr to obtain these icons.

Oruga / Caterpillar

Crisรกlida / Pupa

Mariposa / Butterfly

Graphic & Visual Language

Classroom Signage

Og Oruga 1& 2

Crisรกlida 3& 4 3

Mariposa 5& 6 09

Graphic & Visual Language

Logo The ECC logo consists of two components: a symbol and the word mark. The size and positioning relationships between these components must not change. The logo may also appear knocked out of an image or texture so long as the logo maintains its legibility. In instances where prevalent brand awareness exists, the symbol can be used without the wordmark. Be sure to use the approved artwork file rather than re-creating the ECC logo. Please contact collateralinfo@ecc.au.cr to obtain the artwork files.

Escuela de Creativas Ciencias

a de Creativas Ciencias

Escuela de Creativas Ciencias

Logo

Escuela de Cr

Logo Logo Size In order to maintain integrity and legibility of the logo in all applications, the logo requires minimum size requirements. In order to maintain legibility of the word mark, a minimum width requirement is 1.5”. In instances where prevalent brand awareness exists and the symbol can be used without the wordmark, the minimum width requirement is 1”

Escuela de Creativas Ciencias

1.5”

1.0” Escuela de Creativas Ciencias

Escuela de Creativas Ciencias

Logo

Logo Clear Space Requirements It is imperative that the ECC logo stands out wherever it appears. To ensure this, a clear space must be maintained around the logo. Additional clear space is always acceptable. Also remember to leave this distance between the logo and the edge of the page. 1/4 X

1/4 X

Escuela de Creativas Ciencias 1/4 X

1/4 X

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1/4 X

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Logo Escuela de Creativas Ciencias

Marketing Collateral Marketing materials extend the brand of ECC beyond the classroom walls. These marketing materials consist of advertisements, direct-mail pieces, business cards, consumer brochures, web sites, and other collateral that increases marketability of ECC. Everything is designed to work in harmony with the environmental design of the school and tied together with ECC colors, typefaces, and graphic elements. For information about where to obtain templates, please contact collateralinfo@ecc.au.cr

Business Cards

ESCUELA DE CREATIVAS CIENCIAS ESCUELA DE CREATIVAS CIENCIAS ESCUELA DE CREATIVAS CIENCIAS ESCUELA DE CREATIVAS CIENCIAS Front of business cards in various branding colors.

Victor Rodríguez 1/2 Maestro Sede Heredia 100 m. Oeste del Hipermás t: (506) 2562 7333 e: vrodríguez@ecc.au.cr

Escuela de Creativas Ciencias

Marketing Collateral

Back of business card.

cuela de Creativas Ciencias

Escuela de Creativas Ciencias Escuela de Creativas Ciencias

Escuela de Creative Ciencias Sede Heredia: 100 m. Oeste del Hipermรกs Hipermรกs (506) 2562 7333

info@ecc.au.cr

www.ecc.ac.cr

Escuela de Creativas Cienci Typical School Brochure

Marketing Collateral

ECC Collateral Examples ECC Collateral helps to reinforce the ECC brand. These materials consist of stationary, letterhead, standard mailing envelopes, and in-school signage. Everything is designed to work in harmony with the environmental design of the school and tied together with ECC colors, typefaces and graphic elements. For information about where to obtain templates, please contact collateralinfo@ecc.au.cr

Stationary & Letterhead Stationary and letterhead are used for official correspondence from ECC administration and faculty. There are two types of such correspondence. The first is to be used externally, between ECC administration or faculty and the community. The second is to be used internally, between ECC administration and ECC faculty.

Escuela de Creativas Ciencias

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Escuela de Creative Ciencias Sede Heredia: 100 m. Oeste del Hipermรกs (506) 2562 7333

info@ecc.au.cr

www.ecc.ac.cr

External Stationary

ECC Collateral

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Escuela de Creative Ciencias Sede Heredia: 100 m. Oeste del Hipermás (506) 2562 7333

info@ecc.au.cr

www.ecc.ac.cr

Internal Stationary

Escuela de Creativas Ciencias Sede Heredia: 100 m. Oeste del Hipermás San José, Costa Rica

Escuela de Creativas Ciencias

Standard Envelope for mailing

ECC Collateral

Co-Branding Often, ECC will work with another company on an interactive exhibit, raising awareness of both brands, while also sharing the involved cost. Co-promoting and Joint Ventures require pre-approval from the ECC Brand Manager For additional information regarding co-branding and the approval process, please contact brandmanager@ecc.au.cr

Logo Usage with Other Brands In order to graphically express the relationship between the ECC brand and a partner brand, a co-branding standard has been established. As a general rule, if the partnership is 50/50, the ECC brand and the co-brand will be of equivalent size.

Vertical Display

Horizontal Display

Escuela de Creativas Ciencias

Co-Branding

Co-Branding Co-Branded Clear Space Enough distance is required to clearly show that both partnership companies are separate entities. The minimum space between the two company brands is defined by the clear space rules for each brand. Vertical Display 1/4 X

1/4 X

Escuela de Creativas Ciencias 1/4 X 1/2 X

Escuela de Creativas Ciencias

1/2 X

Horizontal Display 1/4 X

1/4 X

1/2 X

1/4 X

X Escuela de Creativas Ciencias

1/4 X

1/2 X

Escuela de Creativas Ciencias

Co-Branding

Contacts Contact Sheet For information about where to obtain templates, artwork files, icons, and fonts please contact collateralinfo@ecc.au.cr For other brand specific inquiries about ECC, please contact brandmanager@ecc.au.cr For administrative questions, please contact administration@ecc.au.cr

Contacts

a de Creativas Ciencias

Escuela de Creativas Ciencias