BRAND TOOLKIT February 2017
To speak with one voice,
to build momentum toward our goals,
to foster pride within the school and in the external community,
and to tell our story in a compelling and distinctive way:
Follow this brand toolkit to ensure that all marketing and communications clearly demonstrate the Cary Academy story.
Curious.
Our mission
Cary Academy is a learning community committed to discovery, innovation, collaboration, and excellence.
Disclaimer
This toolkit should be a living, breathing, alwaysevolving document. As our brand grows and deepens, it will be necessary to update and map out new rules and guidelines.
Contents
First Things First Branding goals ________________ 3 Why branding matters __________ 4 Brand elements ________________ 5 Brand criteria __________________ 6 Brand statement _______________ 7 Curious _______________________ 8
Cary Academy in Words: Copy Development
Cary Academy in Media: Story Versioning
Voice ________________________ 11
Email ________________________ 17
Tone _________________________ 12
Social media __________________ 18
Storytelling ___________________ 13
Website ______________________ 19
Audience ____________________ 14
Newsletter ___________________ 20
Cary Academy’s Visual Identity System: Design Logo ________________________ 22 Mark ________________________ 23 Clear space __________________ 24 Preferred uses ________________ 25 Violations ____________________ 26 Specialty use _________________ 27 Usage on photos _____________ 29 Crest ________________________ 30 Athletics _____________________ 31 Business card _________________ 32 Letterhead ___________________ 33 Envelope and notecard ________ 34 Email signature _______________ 35 Core palette __________________ 36 Secondary palette ____________ 37 Color usage __________________ 38 Fonts ________________________ 39 Alternate fonts ________________ 41 Design elements: Typographic rules _____________ 42 Image treatments _____________ 43 Sticky notes __________________ 47 Question mark vignette ________ 49 Question mark background ____ 52 Brush stroke __________________ 53 Photographic style ____________ 54
Design Examples Advancement emails __________ 58 Advancement social media ____ 60 Advancement invitation _______ 61 Admissions emails ____________ 62 Admissions social media _______ 65 Viewbook cover ______________ 67 Viewbook spreads ____________ 68 Weekly e-newsletter ___________ 69 Ads _________________________ 70 Magazine cover _______________ 74 Magazine feature spreads ______ 75 Newsletter ___________________ 76 Merchandise guidelines _______ 77 Merchandise _________________ 78
Branding goals
A strong brand stands for what others can’t, don’t, or won’t.
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The Cary Academy brand must:
> Reflect our mission
> Showcase our activities
> Compel people to affiliate
> Set us apart
> Capture the spirit of Cary Academy
Why branding matters
The Cary Academy brand is so much more than a logo or tagline.
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Our brand is a reflection of everything we do, say, print, broadcast, and post. Curious is not a reinvention of Cary Academy; it is a fresh, forwardlooking expression of our foundational values. Every member of our community is responsible for how the Cary Academy brand lives and grows. Every time we interact with prospective families, community partners, potential donors, or the general public, we influence perceptions of the school and our community. As brand ambassadors, we must present a cohesive, consistent message. This toolkit is designed to help you do exactly that.
Brand elements
Brand elements:
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Essence: a spirit of intellectual adventure and curiosity Values: discovery, innovation, collaboration, excellence, creativity, community, risk-taking, challenge Persona: smart, creative, inclusive, energetic
Brand criteria
Brand criteria:
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Collaborative Independent Innovative Energized Challenging
Brand statement
Brand statement:
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Welcome to Cary Academy, Where one question leads to another and another, which leads to insights, epiphanies, and breakthroughs, which lead to other countries, new friends, and great adventures, which lead to some of the world’s finest colleges and universities, where new questions lead to more questions, and adventures, and ideas, ad infinitum. Curious?
Curious
Let’s talk about Curious: What makes Cary Academy curious? Inquisitive students who are always eager to discover new things. Teachers who constantly seek better ways to engage minds. The challenging, yet comfortable, environment. And academic excellence that isn’t defined by class rank or GPA. (To name just a few things.)
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Curiosity is the opposite of dull and apathetic. Curious people are happier, and therefore more successful (it’s a scientific fact). In a nutshell: The number-one enemy of learning is boredom. Curiosity bests boredom. In other words, curiosity is essential for effective, active, engaged learning. Unsure if something fits the curious brand? Ask yourself, “Does this story/example/article, etc., C.U.T. I.T.?” Creative: Is it imaginative and original? Unique: Is it surprising? Is it something other schools can’t or won’t claim? Thought-provoking: Is it interesting and engaging? Intelligent: Is it smart? Does it convey academic excellence? Trailblazing: Is it innovative, inventive, and impressive?
Design approach
How to look Curious:
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A curious mind is an active mind. Our design should engage viewers. Draw them in. Pique interest. Excite speculation. To that end, we’re using details like the custom yellow typographic rules (genomic sets, pi to a certain decimal, binary code, question marks, etc.). These small details may be glossed over at first, but upon second look, create curiosity in the reader. Sticky notes suggest annotation and provide additional content. The design is multi-layered, like a curious mind. Images are gridded then disrupted to suggest an orderly mind introduced to new ideas. The design aims to strike a balance between modern and traditional. It should reflect our classical campus architecture and liberal arts underpinnings as well as our leading edge — innovative pedagogical techniques. When you design, ask: Does this make you curious?
Cary Academy in Words COPY DEVELOPMENT
Copy development
Brand personalities are communicated through voice.
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The way you talk about Cary Academy shapes the way people feel about it. In other words, you’re not just passing on information when you write an email or develop a print piece. You’re illustrating the ways that Cary Academy contributes to the community as a leading institution locally, regionally, and globally. We want people to perceive Cary Academy as smart, innovative, and strong. Your writing should be confident and energetic. It should not be arrogant or smug. This campaign is intended to make an impression so that people who don’t know Cary Academy will notice and remember. It is also designed so that those who think they know us will see us accurately. The number-one rule? Don’t be boring. If you’re bored as you write, your audience will be bored, too.
Copy development
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Tone depends on audience.
No matter whom we’re talking to, it is essential to maintain a consistent voice. Naturally, that voice is nuanced and adjusts as needed. The formality of tone shifts based on the audience. That said, there should be a common spirit and consistency that connects all of the Cary Academy communications. Below is an example of the spectrum of tone based on audience.
Informal
Formal Current and prospective students and families
Faculty/staff
Alumni
Prospective faculty
Major donors
Copy development
The Cary Academy brand relies on storytelling.
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Great stories are the lifeblood of the communications strategy. The stories we choose (about students, alumni, awards, faculty) illustrate what we mean by Curious. Our stories define the brand for internal and external audiences. Stories demonstrate the impact we make on the world, define what we value, and explain why we do what we do. Our stories must be compelling, surprising, and dynamic. Stories + accolades = credibility. Pairing accolades like awards or rankings with a story lends credibility to the school’s reputation in a less “braggy” way. There’s a big difference between “Aren’t we great?” and “U.S. News & World Report says we’re great.” Keep it short and sweet. Studies show that people remember only three to five pieces of information that they read or hear. (In fact, more information can result in your audience remembering less.) So, if people aren’t already interested in Cary Academy, too much information may cause them to tune out. Serve up just enough content to make your audience want to take the next step.
Copy development
Know your audience.
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When writing, ask yourself: Why are we telling this story? Who am I talking to? What are the three (or fewer) things the reader absolutely must know in order to take the next step? What do we want this story to make people feel, think, and do? Be a good conversationalist. Good copy sounds more like how people speak and less like how they write. Sometimes, for impact, short sentences may not even be “real” sentences. Eliminate complicated clauses and extra words. Your message will be stronger. Your reader will get to the point faster. Free yourself to start sentences with “and” and use plenty of dashes – because that’s the way people think and speak. In bursts!
Copy development
Surprise your audience.
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Don’t be afraid to be provocative. Use punchy headlines that jolt an audience. Avoid generic language that doesn’t tell your reader anything specific about the school or that any institution anywhere could say. Make them curious and eager to learn more. Give people the information they’re looking for or surprise them with something they don’t know. Our goal is to educate the audience and hold their interest. Grab their attention and don’t let go.
Cary Academy in Media STORY VERSIONING
Story versioning
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Email Stories should be slightly tweaked and re-formatted based on platform. Email is a good first touchpoint and an effective way for a story to be told initially. Use story-based emails to share examples of the Curious spirit with the internal and external Cary Academy community.
Without it, Uzma Rawn wouldn’t have been in Forbes 30 Under 30. Without it, Uzma Rawn wouldn’t have been in Forbes 30 Under 30.
Curious?
Curious?
Her curious journey started with a love for basketball. That led Uzma Rawn 02 to volunteer with Cary Academy’s boys’ team. That inspired her to explore the business of pro sports and earn her degree in sports management. Which took her to the NBA. And in 2015, it was a sponsorship deal she negotiated for the Portland Trailblazers that landed her on Forbes’ elite list. Lesson learned: Follow your curiosity.
Her curious journey started with a love for basketball. That led Uzma Rawn 02 to volunteer with Cary Academy’s boys’ team. That inspired her to explore the business of pro sports and earn her degree in sports management. Which took her to the NBA. And in 2015, it was a sponsorship deal she negotiated for the Portland Trailblazers that landed her on Forbes’ elite list. Lesson learned: Follow your curiosity.
Make an appointment | Apply | Talk to us
Story versioning
Social media When sharing on social media, edit stories to be shorter and to take on a more casual tone. Since social media platforms allow for more user interaction, add a question or call to action (like “Where will yours lead?”) to prompt the reader to engage in the comments.
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It all started with managing the Chargers boys’ basketball team. Now, Uzma Rawn ’02 has made a name for herself in the pro sports world, and was even featured on Forbes’ elite 30 Under 30 list. Her curiosity took her to the NBA. Where will yours lead? #CACurious
Curious?
Story versioning
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Website An easy way to share stories on the website is by using the “Spotlight” feature on the homepage. Pair a short, curiosity-piquing headline and subhead with an attentiongrabbing photo. Include a link to a more detailed article which emulates the content of the email version. Uzma Rawn ’02 on Forbes’ 30 Under 30 Read more about how this alumna took her curiosity about sports to the next level. Go to Article >>
Story versioning
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Newsletter For an alumni story like this one, keep it short and sweet in the newsletter with a blurb in the “Alumni Notes” section. When the story is not based on an alum, use your best discretion to determine if the story needs to be included in the newsletter, if also already appearing in numerous other formats. The example shown uses the current newsletter design. The “Alumni Notes” section will need to be redesigned to reflect the recommendations shown on page 76.
Class of 2002 zma Rawn recently made Forbes’ U Elite 30 Under 30 list for her work in the professional sports industry. She currently lives in New York and works as Senior Director in Sponsorship Sales for the MLB.
Cary Academy’s Visual Identity System DESIGN
Logo
The Cary Academy logo is comprised of a temple mark plus a wordmark. While the temple mark may be used separately from the wordmark, the wordmark is never used as a stand-alone device, with the exception of promotional items that are too small for the temple mark to reproduce legibly. The wordmark typeface is Gotham Bold. This is the only place this font is used. Do not use it in any institutional publications or media. The pairing of modern typography with the classical Greek temple speaks to Cary Academy’s position as an innovative leader in education. Do not attempt to reconstruct the logo. Always use the files provided.
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Mark
The temple mark is an evolution of the previous mark. It has been simplified for greater scalabilty and legibility. It may be used without the wordmark as a stand-alone graphic. Do not use this mark to create other logos.
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Clear space
When placing the logo, be sure to leave proper clear space around it for visibility and contrast. Do not “crowd� the logo with other graphic or textual elements. Leave clear space that is at least the height of the temple on all four sides of the logo. There may be times when maintaining proper clear space is not possible. However, try to follow these guidelines whenever you can. These guidelines are only minimum clear space requirements. More space around the logo is always encouraged.
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Use the height of the temple to determine the clear space around the logo.
Preferred uses
Whenever possible, the logo should be rendered with PMS 301 blue and PMS 116 yellow.
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DO
The reversed-out version provided shows the wordmark in white. Never reverse-out the temple mark. All single-color versions are considered specialty logos (not the preferred institutional logo). Approved versions are provided on page 28. stacked version
Photo or solid color
horizontal version
Photo or solid color
Violations
In order to maintain a strong identity, it is important to never compromise the integrity of the Cary Academy brand with unapproved logo variations.
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DO NOT
use unauthorized colors
combine elements to create other logos
change the order of the temple mark and the wordmark
cannibalize elements of the mark to create new marks, logos, wordmarks, or illustrations
Cary Academy stretch the logo in any way
alter the mark or wordmark
Curiosity lives at
use the logo as part of a headline
reverse the logo out of a color in an unauthorized fashion
Two-color specialty use logos
The logo may be printed in two colors on a white substrate or a dark blue substrate on merchandise only. When it is printed on white, the ink colors will be PMS 301 and PMS 116. When it is printed on the dark blue the ink colors will be PMS 116 and white. The logo may not be printed in two colors on a yellow substrate since the outer ring will disappear.
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APPROVED TWO-COLOR VERSION FOR USE ON WHITE MERCHANDISE SUBSTRATE ONLY
APPROVED TWO-COLOR VERSION FOR USE ON DARK BLUE MERCHANDISE SUBSTRATE ONLY
(PMS 301 + PMS 116)
(WHITE AND PMS 116 ON BLUE SUBSTRATE)
One-color specialty use logos
For merchandising purposes, the logo may be printed in white on a colored substrate. It may also be printed one-color (black or PMS 301) on white, yellow, or light value neutral colors (for example: gray or khaki). In this case, PMS 301 is preferred.
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APPROVED WHITE INK ON COLORED SUBSTRATE MERCHANDISING VERSIONS Reversed out of PMS 301
Reversed out of PMS 279
APPROVED ONE-COLOR MERCHANDISING VERSIONS PMS 301 on yellow
Black
PMS 301
Usage on photos
The Cary Academy logo may be placed on a photo that has a large area of negative or uncluttered space (figure 1). When a photo has too many elements to isolate the logo completely, a white box should be used to help it stand out.
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figure 1
Curious?
figure 2
Curious?
Crest
LE N C E
EX C EL
LE N C E
EX C EL ●
●
N
O VA T IO
N
N
C
C
Y
IN
N ● C O LL A B O
IO T RA
A C D A E Y M R A
Y● DISCOVER
• Award plaques presented on behalf of the Board of Trustees or Head of School
O VA T IO
N
• Select merchandise
IN
• Printed programs, banners, and other materials associated with commencements and convocations
Y● DISCOVER
• Diplomas, transcripts, official certificates
A C D A E Y M R A
Y
The seal is reserved for official documents, publications, and materials approved by the Head of School or the Board of Trustees. Examples of approved uses include, but are not limited to:
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N ● C O LL A B O
IO T RA
Athletics
The interlocking monogram and the Charger head are reserved for athletic use only. These logos can be used on uniforms, sportsrelated announcements, and teams’ social media accounts.
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Business card
The business card has been designed to allow for extra-long email addresses and double titles. The back of the card uses the lighter blue from the core palette.
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normal business card Sharice Chandler Associate Director of Admissions
1500 N. Harrison Avenue Cary, North Carolina 27513 P: 919.228.4550 F: 919.677.4002 sharice_chandler@caryacademy.org caryacademy.org
extra-long name and title Montgomery Superlongname Director of Excessively Long Titles Department Chair of Something Exciting
1500 N. Harrison Avenue Cary, North Carolina 27513 P: 919.228.4550 F: 919.677.4002 montgomery_superlongname@caryacademy.org caryacademy.org
back
curious?
Letterhead
The cover page of the institutional letterhead should remain formal. But the second page can introduce the question mark partial vignette. This playful approach can enliven admissions letters to prospective families.
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institutional letterhead
admissions letterhead
January 1st, 2016
January 1st, 2016
Current Parent 1234 Culdesac Dr. Cary, NC 27513
Prospective Parent 1234 Culdesac Dr. Cary, NC 27513
Dear Mr Parent,
Dear Mr Parent,
Ignam nonsenimi, ut labo. Tendis etur sit volorendis experibus, omniae es seque vernam ne nestrum endemos et mo escium ipid et et es exerumquoste dolorep eritio. Nam, officte dent, alique mi, quatur autenti simincta imus ditati ducideles sa prat quam nonsequ istint odi nectotaque repeliquidi tem facius. Totam, corrumquiam non consequos archil eium qui aut de venisque voluptatur, quo cum voluptatum ut dolum si autas est optas accatiatem. Fero occus ullibusdam inum se volor sam, net, sin poribus.
Ignam nonsenimi, ut labo. Tendis etur sit volorendis experibus, omniae es seque vernam ne nestrum endemos et mo escium ipid et et es exerumquoste dolorep eritio. Nam, officte dent, alique mi, quatur autenti simincta imus ditati ducideles sa prat quam nonsequ istint odi nectotaque repeliquidi tem facius. Totam, corrumquiam non consequos archil eium qui aut de venisque voluptatur, quo cum voluptatum ut dolum si autas est optas accatiatem. Fero occus ullibusdam inum se volor sam, net, sin poribus.
Itatur saesequ ibusaero maximus, odit mod et eos alibustem fugit ad eumque dolor aut quo bernate ventota tureicipsam, que di aut utecum volupitatur, eosam fugitaque duntore pernatis et ium iunt utem que volores iunda cus sunt aut quisqui bea cum la sam et facitatatem lorem ipsum.
Itatur saesequ ibusaero maximus, odit mod et eos alibustem fugit ad eumque dolor aut quo bernate ventota tureicipsam, que di aut utecum volupitatur, eosam fugitaque duntore pernatis et ium iunt utem que volores iunda cus sunt aut quisqui bea cum la sam et facitatatem lorem ipsum.
Ut et exerers perumen dandundanim quamus sum remodi imi, exped quatur archil iliquo dunto vel id quas veri omnimperis sinci re, quas es sinvera aut adignis con cus, simincto eost andi repudio remperum laborem sam es dolorpor ad qui quatur magnit, autatin nem harios alignia ernatem as ape nonse nonsequam non nos aliqui occate voluptur, verum dicto corerum voluptatur, vereius, sita vendund estorru mquide sunt omnimus eosam, cuptas ma voluptat.
Ut et exerers perumen dandundanim quamus sum remodi imi, exped quatur archil iliquo dunto vel id quas veri omnimperis sinci re, quas es sinvera aut adignis con cus, simincto eost andi repudio remperum laborem sam es dolorpor ad qui quatur magnit, autatin nem harios alignia ernatem as ape nonse nonsequam non nos aliqui occate voluptur, verum dicto corerum voluptatur, vereius, sita vendund estorru mquide sunt omnimus eosam, cuptas ma voluptat.
Sincerely,
Sincerely,
1500 N. Harrison Ave. | Cary, NC 27513 | caryacademy.org | Ph: 919.677.3873 | Fax: 919.677.4002
second page
1500 N. Harrison Ave. | Cary, NC 27513 | caryacademy.org | Ph: 919.677.3873 | Fax: 919.677.4002
1500 N. Harrison Ave. | Cary, NC 27513 | caryacademy.org | Ph: 919.677.3873 | Fax: 919.677.4002
Envelope and notecard
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envelope
notecard
Mr. James R. Smithson 103 Wesley Chapel Avenue Cary, NC 27513
1500 N. Harrison Ave. | Cary, NC 27513
1500 N. Harrison Ave. | Cary, NC 27513 | | Ph: 919.677.3873 caryacademy.org
Email signature
The email signature uses a placed image for the Cary Academy logo. Some email applications block images from downloading, so it is important to include an HTML repeat of the name. Using Arial for the name and title and Times New Roman for the address assure that both will load properly.
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Cary Academy
Lorem ipsum dolorem factum
Cary Academy Lorem ipsum dolorem factum June 5, 2015, 7:27:43 AM EST Undisclosed-Recipients:
Hi [Jocelyn], Us atur sapis ipsunt, tem a secumque prerspid eos etur arcit, ut peditat. Perrovit as ut est eum quod ulpa qui con pratur accum id que liquaecus. Entempor ectatib eratus dites eatusam, quas doloris prori aspeligent laborunti aliquae nus eatios mint exerecat voluptus lorem ipsum dolorem. Occusamusti num reristrum doluptam que occaboritem hit volupti dolorio nseriore derferunt con pratur accum id que liquaecus. Quis qui nonempero veribus es comnis prorum quo eos nobis molum et veris volore nit assitatae id que sa dusa in eos etumquo quia volorrumqui doluptae rerovita quodit porro idebit re et ped. Sincerely, Name Goeshere
Name Goeshere Title Goeshere
CARY ACADEMY 1500 N. Harrison Avenue Cary, North Carolina 27513 P: 919.228.4550 caryacademy.org
Core palette
Cary Academy’s new core palette features a nuanced dark blue as well as a lighter blue. The dark blue is a shade darker than what was previously used to create a more established and sophisticated look. There is also a light blue to provide a tonal bridge between the dark blue and yellow.
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C 100
301c
279c
M 48 Y6
301u
M 30 Y2
K 30
K 24
C 100
C 63
M 48 Y6 K 30
Please note that the coated and uncoated versions of the yellow are different and that the CMYK breakouts are not straight conversions by number, but are more optically correct process versions of the PMS.
C 100
70% Black
279u
M 34 Y0 K0
C0
116c
M 14 Y 100 K0
C0
108u
M4 Y 95 K0
Secondary palette
For most communications, you will use the core palette. However, for multi-page pieces and social media posts, there is a secondary palette that provides accent colors you may use along with the core colors. Never use the secondary palette without establishing the core palette first. The secondary colors should never be the dominant color in a layout. Please note that the coated and uncoated versions of the blue and teal are different and that the CMYK breakouts are not straight conversions by number, but are more optically correct process versions of the PMS.
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C 77
361c
315c
M0 Y 100
C 64
361u
M0 Y 100
C0
1505c
M 65 Y 100
C0
1505u
M 43 Y 85
K0
K0
K0
K0
C 100
C 100
C 100
C 100
M 12 Y 21 K 44
100% Black
3145u
M4 Y 28 K 30
299c
M0 Y1 K0
2995u
M0 Y1 K0
Color usage
White should be the dominant color for all pieces without large background photos. Cary Academy’s school colors are the yellow and darker blue. The lighter blue is the main color for headlines. The darker blue is reserved for emphasis of key words or phrases. The gray is used almost exclusively for text. Avoid using black except in small areas for emphasis.
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core palette color distribution
No more than two secondary colors should be used at a time in any particular execution. In multi-page communications, whether print or digital, all of the secondary colors may be used, but no more than two per spread.
core palette plus secondary palette color distribution
Fonts: Minion
Minion is a classic, old-style typeface designed for Adobe in 1990 by Robert Slimbach. Its slightly condensed design excels as a text font, allowing more characters per line than most old-style fonts. Minion is one of the most robust families, with a huge library of weights, alternate characters, and ornaments that allow for a great range of expression in a typeface whose core character was designed to be essentially neutral.
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Minion Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklnopqrstuvwxyz 1234567890 Minion Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Minion Semibold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Minion Regular Uses Headlines Subheads Longer text
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Fonts: Avenir Next
Avenir is a geometric sans serif originally designed by Adrian Frutiger in 1988 for Linotype corporation. Drawing on past geometric sans families of Futura and Erbar, Frutiger sought to increase legibility by increasing the x-height and creating characters whose vertical strokes are slightly heavier than the horizontal ones. In 2004, Frutiger collaborated with with Akira Kobayashi, Type Director at Linotype, to update this popular font. The result was Avenir Next.
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Avenir Next Heavy
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklnopqrstuvwxyz 1234567890 Avenir Next Demi
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Avenir Next Regular
Avenir Next is available in a wide range of weights and italics.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Avenir Next Ultra Light
Uses Occasional small headlines Subheads Short text
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Alternate fonts: for internal/informal use only
All marketing communications directed to off-campus audiences must use the approved fonts shown on the previous two pages. This is vital to maintaining a unified and professional brand. That said, more informal communications such as interpersonal emails do not require our brand fonts. In these cases, please use the fonts on this page. Questions? Ask the marketing team.
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Arial Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklnopqrstuvwxyz 1234567890 Arial Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Times New Roman Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Times New Roman Regular Uses Internal communications Emails Flyers Letters
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Design elements: typographic rules
Yellow typographic rules may be used as a device to separate or highlight elements in a layout. The default rule used in most layouts is a straight hash rule found in the InDesign stroke palette set to 6pts thickness. However, these rules may also be composed of other elements that make sense contextually, e.g., Pi rendered out to however many decimal places are appropriate, a double helix, or a series of nucleotide codons. Whatever motif is used, it is important to maintain a scale proportionate to the 6pt straight hash rule default.
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straight hash typographic rule
Pi
Double Helix
Nucleotide codons AUG|ACG|GAG|CUU|CGG|AGC|UAG|AUG|ACG|GAG|CUU|CGG|AGC|UAG|AUG|ACG|GAG|CUU|CGG|AGC|UAG|AUG|ACG|GAG|CUU|CGG|AGC|UAG|AUG|ACG|GAG|CUU|CGG|AGC|UAG|AUG|
Design elements: image treatments
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Image grids are used extensively as a design motif in Cary Academy marketing. The grid establishes an order broken by a single or multiple variations to spark curiosity in the viewer. The following pages feature several methods of image disruption/deconstruction. In this example, a single square is rotated out of place and colorized.
s? u o i r Cu
To create them, start in InDesign with a grid of squares. Use object>paths>compound path or the combine function in pathfinder to unify the squares and place the image into the grid. This example shows a single square rotated and colorized (with overlays of cyan) to highlight the word “Curious.� grid with one square rotated prior to converting to a compound path
image placed into grid
Curious? 1.
us? Curio
2.
type = 100% opacity cyan square = 80% opacity (normal in effects palette)
cyan square 2 = 100% opacity (multiply in effects palette)
us? Curio
Curious?
Curious?
Design elements: image treatments
You can rotate or delete squares prior to placing the image to get the effect on the right.
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Imagine a school where students feel free to roam the halls.
grid with multiple squares rotated and deleted prior to converting to a compound path
Design elements: image treatments
Create several separate clusters of images within the grid to achieve the effect in this example below. The multicolored grid on the right shows how individual groups were compounded selectively to produce a montage of five different images.
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the colors used in this diagram show the placement of the individual images (below) that comprise the montage
1
4 5
3
2
1
It’s not enough to be smart.
3
this image was placed into the cluster indicated by the dark blue squares
this image was placed into the cluster indicated by the orange squares; an additional orange square was placed on top and set to hard light in the InDesign effects palette
Prepare yourself. Curious people are annoying. They ask
uncomfortable questions. Stick their noses in questionable places. They break things. And then one day, they cure disease. Build apps that keep girls safe on dates. (One Cary Academy student did!) They stay open to every possibility. Question on!
2
this image was placed into the cluster indicated by the teal squares
4
this image was placed into the cluster indicated by the yellow square
5
this image was placed into the cluster indicated by the green squares; an additional orange square was placed on top and set to hard light in the InDesign effects palette
Design elements: image treatments
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This example demonstrates a different method of image deconstruction. Instead of using a white grid, blocks are chopped out of the image, with rectangles of varying scale, opacity, and multiply effects overlayed to create a sense of depth. (Rectangles should maintain the same aspect ratio regardless of size.)
It’s a curious ritual. AT CARY ACADEMY, EVERY YEAR STARTS WITH A HANDSHAKE.
Well, 64,758 of them to be exact. At our annual Handshake Ceremony, every teacher greets every student face-to-face, eye-to-eye, hand-to-hand. Firm grip, steady eye contact, big smile. Welcome to Cary Academy. Curious?
100% cyan set to multiply
80% opacity yellow set to normal 100% opacity orange set to multiply 100% opacity yellow set to multiply
100% PMS 279 set to multiply
100% PMS 279 set to multiply
Design elements: sticky notes
Sticky notes are one commonly used tool in brainstorming processes, such as the scrum technology development methodology, and represent the idea of work in progress. Design thinking methods – like scribbling on glass walls or sketching dry-erase flowcharts – are at the heart of collaboration and innovation. Sticky notes are one good way to represent design thinking and the Curious brand. Photography of other design thinking processes should also be part of your assets. How to: 1) Copy and paste the blank note into your layout. 2) Handwrite the copy that will go onto the note on a white piece of paper using a thick black marker. 3) Scan the handwritten text and place it on top of the note.
47
Design elements: sticky notes
48 figure 1
These sticky notes are meant to be clever asides, and therefore are never purely informational. If used in a typographic layout (figure 1), make sure the sticky overlaps an element to maintain the illusion of depth. When used on a photo, never float it in negative space, but make sure it overlaps some interior element within the photo. In figure 2, the blue sticky breaks the plane of the hand and the yellow one overlaps the lizard’s tail. Note: Sticky notes should be always applied on a dynamic angle. The shadow of the sticky note should always be set to multiply in the effects palette.
Curiosity
= Happiness
It’s the most important equation we teach.
And it’s also scientific fact. Research proves inquisitive minds are more joyful, and therefore more successful. What will your curiosity equal? 1010101110001010001111101110101011100001010101110001010001111101110101011100001010101110001010001111101110101011100001010101110001010001111101110
figure 3
figure 2
Curious?
Discovery. Innovation. Collaboration. Excellence. We call it DICE. It’s our model for liberating young minds for fearless exploration. And why we’re home to clubs from anime to zumba and classes like multivariable calculus, competitive forensics, and songwriting. Everything here is designed to intrique, perplex, and enlighten. So get ready.
shadow set to multiply in the effects palette
Design elements: question mark vignette
On typographic layouts, a tinted blue and green vignette may be used as a border. Use the artwork provided. Don’t use the blue and green vignette on full color photos. A photo version is included on the next page.
49
blue and green question mark vignette
Design elements: question mark vignette
On photos, use a solid white (figure 1) or a 45% opacity white (figure 2) question mark partial vignette.
50
figure 1
Give the gift of curiosity.
white partial question mark vignette (shown on 20% black background)
figure 2
How do we cultivate curiosity? The Campaign for Cary Academy
Design elements: the solo question mark
The approved fonts (Minion and Avenir Next) offer a great deal of flexibility. However, their question mark glyphs do not have the iconic presence of Clarendon. When using a question mark as a large graphic, please use the Clarendon question mark file provided in place of Minion and/or Avenir Next.
51
If there’s an exception to every rule, is there an exception to that rule? social media graphic with reverse type
PASSIONATELY CURIOUS. Sarah Hamon ‘14, Wondered if her legs could take her to Bulgaria
AGGRESSIVELY CURIOUS. Julia Gong ‘17, Wondered if she could make an app to stop date rape
It’s scientific fact: Curiosity makes you smarter. So says Harvard. In a recent study, researchers concluded that curiosity “leads to higher intellectual investment and knowledge acquisition.” Translation:
Asking questions supercharges cerebellum. On our 65-acre campus, you’ll be in good company with more than 700 nosey brains. In small classes,
students in grades 6-12 learn that brilliant insight begins with a question mark. And with the help of talented, dynamic, and naturally inquisitive teachers,
students follow hunches, delve into deeper thinking, and come up with their
own unique – and usually pretty innovative – answers. Perhaps that’s why Cary Academy is North Carolina’s best private high school.
RELENTLESSLY CURIOUS. Rohan Phadke ‘22, Questioned if he could stand the heat and win a cricket match in India in 107ºF (he did, and was named “Man of the Match”)
PERSISTENTLY CURIOUS. Ellie Buckner ‘16, Asked how to help raise money for childhood cancer
Clarendon question mark
viewbook spread
Design elements: question mark background
The question marks in this background include glyphs that are not part of the approved font sets. For that reason, all of the individual glyphs have been converted to paths. Use the multi-blue question mark background file provided to reverse out large white all-cap Avenir Next Heavy headlines. Do not use as a background for small, light, or serif headlines.
multi-blue question mark background
52
Design elements: brush stroke
The yellow highlight brushstroke may be used to accent the word “curious” or “curiosity” in headlines. The yellow highlight should only be used ONCE in the entire layout. Do not use the highlight if the layout includes the curious tag or “curious” or “curiosity” elsewhere in the layout.
53
yellow highlight brush stroke is placed on top of “curious” or “curiosity” (rendered in darker blue) and set to multiply
Use the art work provided. Do not reconstruct or substitute.
yellow highlight brush stroke
It’s our job to cultivate curiosity.
Photographic style
Be curious.
All learning is exploration. Join your subjects on their voyages.
54
Be personal.
Don’t shoot the biology class. Shoot the girl examining a sample.
Photographic style
Be collaborative. Find new ways to show the group at work.
55
Be dramatic.
Use light, camera angle, and composition to add import to any activity.
Photographic style
56
Be graphic.
Be mindful.
Simple is better. Decide where the story is and lose extraneous detail.
Images shouldn’t require captions. Pictures should tell stories – and make you curious.
Design Examples
Advancement emails
Advancement emails should not only make the case for why people should donate to Cary Academy, they should also prove why curiosity is important in education. Don’t focus on the “ask” – just highlight the incredible things happening at the school and offer the chance to learn more.
58
Curiosity needs room to breathe. Curiosity needs room to breathe. And test out new theories. Disprove hunches. Go out on a limb. And leap into new intellectual territory. Curiosity needs leg room, and we’ve outgrown ours. Our robotics team needs a practice arena. Our tectonics club needs a makers’ space. Our rap, chamber music, and drumline clubs need a recording studio. And our ideas need space to roam.
And test out new theories. Disprove hunches. Go out on a limb. And leap into new intellectual territory. Curiosity needs leg room, and we’ve outgrown ours. Our robotics team needs a practice arena. Our tectonics club needs a makers’ space. Our rap, chamber music, and drumline clubs need a recording studio. And our ideas need space to roam. Curious how you can help? caryacademy.com/costofcuriosity
us? Curio
Curious?
Curious how you can help? caryacademy.com/costofcuriosity
us? Curio Make an appointment | Apply | Talk to us
Curious?
Make an appointment | Apply | Talk to us
Advancement emails
59
Why do great minds seek out other great minds? Why do great minds seek out other great minds?
For curiosity’s sake, of course. NYU. Columbia. Cornell. Duke. Elon. Emory. George Washington. Harvey Mudd. UNC-Chapel Hill. Johns Hopkins. Penn State. UVA. Wake Forest. Yale. Dartmouth. The list goes on and on. Curious how we keep Cary Academy graduates top of mind for the best of the best? caryacademy.com/costofcuriosity
For curiosity’s sake, of course. NYU. Columbia. Cornell. Duke. Elon. Emory. George Washington. Harvey Mudd. UNC-Chapel Hill. Johns Hopkins. Penn State. UVA. Wake Forest. Yale. Dartmouth. The list goes on and on. Curious how we keep Cary Academy graduates top of mind for the best of the best? caryacademy.com/costofcuriosity
us? Curio
Make an appointment | Apply | Talk to us
us? Curio
Make an appointment | Apply | Talk to us
Advancement social media concept
Advancement-focused social media looks slightly more formal than its admissions counterpart. Like in the advancement emails, tie in the Curious brand while making a case for why Cary Academy needs their financial help.
60
We want to know. Join us Thursday evening for “Why I Give” – an open, informal discussion among teachers, parents, faculty, staff, and friends of the school about the Cary Academy Fund and how we can work together to foster even more curiosity. #CostOfCuriosity
What would it take for you to support Cary Academy? WE’RE CURIOUS.
Advancement invitation
61
And it could change the whole wide world. Curiosity took a team of Upper School students to Mumbai for the Global Social Entrepreneurship Summit. It led Middle School English and math teachers to collaborate and inspire their students with the Change the World project. Our students need the resources, materials, and support to ask more, dig deeper, and impact bigger. Curious how you can help? Join us for an informal discussion on the Campaign for Curiosity. Thursday, January 26 8:00pm, Upper School Gymnasium RSVP to CampaignForCuriosity@gmail.com
1500 N. Harrison Ave. | Cary, NC 27513
Give the gift of curiosity.
Admissions emails
Different types of emails will help Admissions showcase various aspects of Cary Academy. In this section, we have a general email about Cary and the Curious brand, and two examples of story-based emails – one featuring an alumna and another highlighting a historical figure (page 63-64). These are not the only types of admissions emails, but they will likely be the ones most frequently used. In terms of the communications flow and admissions funnel, start with general emails before progressing to story emails. We want the recipient to have a clear idea of who we are and what we stand for before receiving more specific story-based emails.
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general email
Here, curiosity is a contact sport. Here, curiosity is a contact sport. ? Curious
So it’s no surprise that our students took top honors at the American Computer Science League (ACSL) All-Star Contest. Or that two middle schoolers won the United Way’s 2016 Social Innovation Challenge. And our tennis team played its way to the state championship (and won). You see, at Cary Academy, we never stop asking questions, pushing boundaries, or following our hunches. Curious?
Make an appointment | Apply | Talk to us
? Curious
So it’s no surprise that our students took top honors at the American Computer Science League (ACSL) All-Star Contest. Or that two middle schoolers won the United Way’s 2016 Social Innovation Challenge. And our tennis team played its way to the state championship (and won). You see, at Cary Academy, we never stop asking questions, pushing boundaries, or following our hunches. Curious?
Make an appointment | Apply | Talk to us
Admissions emails
63
story-based email
Without it, Erika wouldn’t have discovered her palate. Without it, Erika wouldn’t have discovered her palate.
Curiou s?
At Cary Academy, Erika Chou ’03 discovered that life is better when you spice it. As a World Exchange Language scholar, she discovered a whole world of flavor in Beijing. Now, she serves up her own take on Southwest China at her critically acclaimed restaurant, Yunnan Kitchen in the heart of NYC’s Lower East Side.
Make an appointment | Apply | Talk to us
Curiou s?
At Cary Academy, Erika Chou ’03 discovered that life is better when you spice it. As a World Exchange Language scholar, she discovered a whole world of flavor in Beijing. Now, she serves up her own take on Southwest China at her critically acclaimed restaurant, Yunnan Kitchen in the heart of NYC’s Lower East Side.
Make an appointment | Apply | Talk to us
Admissions emails
64
story-based email
What if Amelia Earhart refused to take off? Curious people fly into the unknown.
What if Amelia Earhart refused to take off? Curious people fly into the unknown.
Curious? urious? C
Curious? urious? C
Curious? Before she was the first woman to fly solo across the Atlantic, Earhart was a precocious seven-year-old. Inspired by a roller coaster at a fair, she built a ramp, secured it to the roof of her father’s toolshed, and “flew” off it in a wooden box just to see if she could fly. That same spark, that spirit of curiosity, is what we nurture in all of our students at Cary Academy. Because it’s when we ask “what if” that our imaginations start to soar.
Curious? Before she was the first woman to fly solo across the Atlantic, Earhart was a precocious seven-year-old. Inspired by a roller coaster at a fair, she built a ramp, secured it to the roof of her father’s toolshed, and “flew” off it in a wooden box just to see if she could fly. That same spark, that spirit of curiosity, is what we nurture in all of our students at Cary Academy. Because it’s when we ask “what if” that our imaginations start to soar.
Make an appointment | Apply | Talk to us
Make an appointment | Apply | Talk to us
Admissions social media concepts
Social media is the perfect place to showcase the Curious brand in a bright, fun, engaging way. Use hashtags such as #CACurious to curate user-generated stories and highlight the institutional brand. Post eye-catching photos and pair them with informative copy written in a more casual tone.
65
Good question. Ask it at one of our 100+ clubs. Chinese Yo-Yo. Indian Dance. Poets’ Society. Coding. Origami. Roller Coaster Madness. Art of Doodling. Even The Chocolate Experience club. Our clubs are designed for students to ask, “What if?” and “Why not?” #CACurious
If procrastinators had a club, would they ever meet?
Admissions social media concepts
66
At Cary Academy, students choose between a traditional classroom, online course, or a blended class that combines both. How do you learn best? #QuestionOn #CACurious
If there’s an exception to every rule, is there an exception to that rule? #CACurious
IN CLASS. ONLINE. MAYBE BOTH?
Viewbook cover
67
Custom pre-printed sticky note peels away revealing full-color logo.
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Viewbook spreads
68
Variation in layout strategy, color usage, and white space keeps the readers curious for what comes next.
Welcome to Cary Academy, where one question leads to another and another, which leads to insights, epiphanies, and breakthroughs, which lead to other countries, new friends and great adventures, where new questions lead to more questions and adventures and ideas, ad infinitum.
For two weeks, there are no sophomores on campus. Why? Because we
And when you’re 16, Feldbergschule in Oberusel.
pack them up and send them out into the world. To places like Argentina,
Chile, China, Germany, and France. It’s all part of our out-of-the-box World Language Exchange Program. Our students explore life as a local – living
with a host family and attending classes. There’s nothing better than a curious mind being curious in another language. And when they’re through, our
students return the favor by hosting international students right here at Cary Academy. Passports – and open minds – required.
Cary Academy challenges everyone to be enthusiastically inquisitive: to seek adventure, and to revel in curiosity. Never stop asking questions.
PASSIONATELY CURIOUS. Sarah Hamon ‘14, Wondered if her legs could take her to Bulgaria
AGGRESSIVELY CURIOUS. Julia Gong ‘17, Wondered if she could make an app to stop date rape
It’s scientific fact: Curiosity makes you smarter. So says Harvard. In a recent study, researchers concluded that curiosity “leads to higher intellectual investment and knowledge acquisition.” Translation:
Asking questions supercharges cerebellum. On our 65-acre campus, you’ll be in good company with more than 700 nosey brains. In small classes,
students in grades 6-12 learn that brilliant insight begins with a question mark. And with the help of talented, dynamic, and naturally inquisitive teachers,
students follow hunches, delve into deeper thinking, and come up with their
own unique – and usually pretty innovative – answers. Perhaps that’s why Cary Academy is North Carolina’s best private high school.
RELENTLESSLY CURIOUS. Rohan Phadke ‘22, Questioned if he could stand the heat and win a cricket match in India in 107ºF (he did, and was named “Man of the Match”)
PERSISTENTLY CURIOUS. Ellie Buckner ‘16, Asked how to help raise money for childhood cancer
BYOH
If there’s one thing curiosity kills, it’s boredom. So we do cartwheels in the quad. Perform flash mobs in the cafeteria. And string neon hammocks between Ionic columns on campus. Welcome to a state of active interest. Around here, curiosity never sits still.
Weekly e-newsletter
69
The masthead of the weekly e-newsletter has been redesigned to incorporate the new logo, fonts, and color palette and to have a cleaner feel. The body remains essentially the same with the exception of the new typography.
Weekly Newsletter
NEWS CALENDAR ATHLETICS
Join our anniversary celebration!
Major Happenings CA founder Dr. James Goodnight will deliver the 2017 commencement address.
Community News
Read More
Below is a link to a draft academic calendar for 2017-2018. The calendar will be finalized in January. Feedback can be given to the HOS office via Kim Fogleman. View Draft Calendar.
UPPER SCHOOL
The US Giving Tree has started. Return labeled gifts & receipts to he US lobby no later than Tuesday, Dec. 13.
CA founder Dr. James Goodnight
The Holiday Shoppe has come and gone, and it was a great success. Thank you to all the many volunteers that helped make it a success - parents, alum parents, employees, students, grandparents. A wonderful team effort. If you didn’t get a chance to experience it, here’s the 2016 CA Holiday Shoppe in 60 seconds. Watch Video
Ad templates
70
Adapting a layout from a full-page to a half-page placement or vice-versa is almost never a straightforword process. Different techniques may be necessary to change what is essentially a horizontal or vertical ad to its opposite. In this example, the headline and body copy had to be broken differently. And the relative scale of the background elements and placement of the question marks that make up the background had to be adjusted.
full-page ad
Founded for innovators, brainiacs, and geniuses. Jim and Ann Goodnight and John and Ginger Sall had a burning question: In one of the nation’s premier research regions, shouldn’t
half-page ad
Founded for innovators, brainiacs, and geniuses.
there be a school for the kids of the world’s brightest minds? So they built one. Fast forward. Our students build award-winning robots, stage their own theatrical productions, even venture out across the globe. We’re just wired that way. How curious.
Jim and Ann Goodnight and John and Ginger Sall had a burning question: In one of the nation’s
premier research regions, shouldn’t there be a school for the kids of the world’s brightest minds?
So they built one. Fast forward. Our students build award-winning robots, stage their own theatrical productions, even venture out across the globe. We’re just wired that way. How curious.
1500 N. Harrison Ave. | Cary, NC 27513 | Ph: 919.677.3873 caryacademy.org
1500 N. Harrison Ave. | Cary, NC 27513 | | Ph: 919.677.3873 caryacademy.org
Ad templates
71
To create a vertical ad out of this horizontal one, the headline had to be changed to one line and moved into the border space.
full-page ad
half-page ad
One leads to another
One leads to another One question generates five more. Welcome to Cary Academy. We’re studying
advanced programming. Reimagining classic literature. And delving into global leadership. Grab some sticky notes. You’ll need them. Curious?
1500 N. Harrison Ave. Cary, NC 27513 Ph: 919.677.3873 caryacademy.org
One idea leads you to another. One question generates five more. Welcome to class at Cary Academy. We’re studying advanced programming. Reimagining classic literature. And delving into global leadership. Grab a pad of sticky notes. You’re going to need it. Curious?
1500 N. Harrison Ave. Cary, NC 27513 Ph: 919.677.3873 caryacademy.org
Ad templates
72
It was necessary to re-crop this photo, change its aspect ratio, add an additional background element, and swap the horizontal logo for the vertical stacked one to make this layout work as a full-page ad.
full-page ad
half-page ad
Yep, we did it. We’ve made some of Amercia’s best colleges and universities
curious about Cary Academy. Harvard. Duke. Harvey Mudd. Yale. UNC-Chapel Hill all want CA graduates. Why?
Because inquiring minds have the power to change the world. One question at a time.
Yep, we did it. We’ve made some of Amercia’s best colleges and universities curious about Cary Academy.
Harvard. Duke. Harvey Mudd. Yale. UNC-Chapel Hill all want CA graduates. Why? Because inquiring minds have the power to change the world. One question at a time.
1500 N. Harrison Ave. | Cary, NC 27513 | caryacademy.org | Ph: 919.677.3873
1500 N. Harrison Ave. | Cary, NC 27513 | | Ph: 919.677.3873 caryacademy.org
Ad templates
73
Three additional rows of grid squares, an additional photo, and an extra color block were required to adapt this ad for full-page placement.
full-page ad
It’s not enough to be smart.
half-page ad
It’s not enough to be smart.
You’ve got to be curious. Prepare yourself. Curious people are annoying. They ask uncomfortable questions. Stick their noses in questionable places. They break things. And then one day, they cure disease. Build apps that keep girls safe on dates. (One Cary Academy student did!) They stay open to every possibility. Question on!
You’ve got to be curious. Prepare yourself. Curious people are annoying. They ask uncomfortable questions. Stick their noses in questionable places. They break things. And then one day, they cure disease. Build apps that keep girls safe on dates. (One Cary Academy student did!) They stay open to every possibility. Question on!
1500 N. Harrison Ave. | Cary, NC 27513 | Ph: 919.677.3873 caryacademy.org
1500 N. Harrison Ave. | Cary, NC 27513 | Ph: 919.677.3873 caryacademy.org
Magazine cover
The masthead can either be knocked out of the main image or placed in a white box in blue type (use files provided). Article-teasing cover lines add interest. The cover photo must be exotic enough (either in content or execution – preferably both) to provoke curiosity.
74
DIS COVER IES Inside Cary Academy
DIS COVER IES Inside Cary Academy
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Spring 2017
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3 Summer 2017
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Magazine feature spread
The first spread of the main feature article should be bold and simple. The following spreads should contrast with a greater degree of detail and more white space. Use large student quotes to drive interest. Occasional silhouetted images can help break up the gridded layouts that employ multiple photos. Choose images with unique angles or unexpected emphasis to create visual interest. When constructing an assemblage of images that feature people, be sure to vary the scale of the subjects. The overall vibe should be energetic and fun, while maintaining a degree of sophistication.
75
Welcomrye to Ca eek Spirit W
KOOKY. CRAZY. CREATIVE.
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“This was by far the best spirit week we’ve ever had. Everybody took it to a kookier, crazier, more creative level.” – Kimmie Turner, 7th grade
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6 |
CARY ACADEMY DISCOVERIES SPRING 2017
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CARY ACADEMY DISCOVERIES | 7 SPRING 2017
Newsletter
Each issue should feature a brief cover article that highlights students engaged in activites that demonstrate curiosity. The yellow sidebar contains “Cary Curiosities” (a short, fast-read item that focuses on the strange, brilliant, engaging activities happening at Cary Academy) and number-driven curious stats. Each edition of the newsletter features a different oddity or curiosity quick fact. Sticky note graphics may be used once per spread as a call-out device.
Access
Cary Curiosities Ulla vent et es mo offic te cus quas dem apiciusdam que sitios aliqui lorem ipsum venditibus esta.
FEBRUARY MARCH
Cary Academy is a learning community committed to discovery, innovation, collaboration and excellence
1,000
Newsletters should be easy to scan. Longer stories don’t belong in a newsletter.
76
career points scored by Charger basketball player Lauren Callihan
9
upcoming half-days and days off. Check the calendar on p. 96
What do you get when you cross a geotracker and a treasure map?
12
The adventure of a lifetime. Just ask Bo Uzzle ’18 and Kimmie Oldenburg ’19
who recently set out on a two-week geocaching journey along the Rio Sangre. con eatemperro eossedi struntis volore, quate in placcuscil ipsam volore
flavors of danishes, muffins, and bagels served at last week’s 12th grade parent coffee
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hours of training at our upcoming aerial and trapeze workshoP
alitiur sum facea doluptur, similicit, ex eatem quiderum que doluptas sunt Curious to learn more? urlgoeshere.com
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Mike Ehrhart, Head of School
How a tale of 26 students can serve as a window into Cary Academy. UNC seniors and CA class of 2012 alums provide interesting data for a look at CA’s program strength. Onsequi officimaio tem dest, conseque dolupta tiorem dis mi, sitis rerias dolupta comni odiatque porem essus reici temolup tatquodio omnimin coriaepta plaudae plis duciate aut que dis audaece pelent
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Expelit am nosae venimiliquat veniento dolessit ut lacero bernatet rest ium net res ipitist aut eum elendenditae que sum nust ero temquae. Ehenda volore pernatetur? Volorro viduntur sunt, sitiaerunt ut exerfer chilloriatio consequia descilia nos illaudi voluptatia voluptinciet labore qui de ab incto dolorporerae diciae. Enducit qui remre imodiat ex et voluta nus. 2 | Cary Academy February/March
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With a third child set to graduate, Kahns take on Class of 2016 Endowment. Seniors are honoring Carole Hamilton with their endowment; parent party in the works for April 3. Onsequi officimaio tem dest, conseque dolupta tiorem dis mi, sitis rerias dolupta comni odiatque porem essus reici temol Metur ressunt es volo volor adis alique nis eum, quat est offic to doles volorum fugit, velliquis mil enis maionse quiamus est que natur.
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February/March Cary Academy | 3
Merchandise guidelines
1
Keep it simple. Merchandise should pique curiosity – not hit people over the head with it.
77
2
Stay in the color palette. Do not use unapproved colors on any merchandise.
3
Follow the rules. Even in merchandise, it is critical to follow the logo guides. Do not combine, alter, or edit the logos. Follow the logo guidelines laid out on pages 27-28 on all merchandise.
4
Use approved fonts only. Refrain from using any fonts that are not in the toolkit on merchandise.
Merchandise: shirts
78
Merchandise: totebags
FULL OF CURIOSITY.
79
y t i s o i “Cur t be mus live.” a t p e k lt Rooseve Eleanor
Merchandise: sticky note pads
80
ool.
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Merchandise: journals
81
Merchandise: pencils
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82
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in.
Merchandise: stress ball brains
83
Merchandise: magnifying glass
84
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Thanks
Should you have any questions about this toolkit and the content it presents, contact the Cary Academy marketing department.