Our Core Values catalyze our learning. In a world that is always spinning, we remain steady with our commitment to excellence, servant leadership, respect for all, personal responsibility, moral courage, and, above all, honor. These values ground us and they form the path ahead — as a community, as our core.
A WELL-ROUNDED EXPERIENCE WE ARE THE CURIOUS ONES
We illuminate our minds and move in myriad ways — on the court, across the canvas, behind the microscope, under covered walkways. A complex world requires creative problem solving, diverse experiences, and commitment. Bolstered by peers who appreciate who we are and close mentors who encourage our strengths and our striving, we revel in every opportunity — in arts, athletics, and academics — to build character, be well, and grow confident.
ACADEMIC EXCELLENCE GREAT EXPECTATIONS
We expect the best of each other and for our future — because we believe in it. Our renowned academic program is fueled by educators who know our capabilities. Core subjects balance proven best practices with innovation, rigor with resiliency, challenge with curiosity. Deep understanding is emphasized through good questions, critical analysis, and hands-on experiences. With unrivaled learning spaces, growth-promoting opportunities, and unyielding support, our expectations are great, and our love of learning is even greater.
The following editorial for our six brand messages can be used in full or in part depending on the specific communication goal. When expressing the messages, be sure to center the student and provide a variety of proof points.
STUDENT-FACULTY RELATIONSHIPS DEEPLY ROOTED CARE
Like the ecosystem nurtured by campus oak trees, we work together for the benefit of all. Student-faculty relationships are key to our growth — and we cherish these caring connections far past graduation. From TK through senior year, teachers celebrate our milestones and expand our limits. They value each one of us and see all that we can be. Every conversation lifts us and cultivates our preparation — for college and life.
SCHOOL SPIRIT HAWKS ALWAYS AIM HIGH
Hawks always come home. We take our school spirit seriously — and the community it creates. Decades of traditions remain at the top of our calendars. Find alumni at weekday field hockey practices and parents at early morning assemblies. We love our school — fiercely. At the curtain call, the final buzzer, the awards ceremony, we’re there.
OUTCOMES WE LIVE WITH PURPOSE
In unison with Charlotte, our futures are booming. Colleges and industries are preparing for us as much as we are preparing for them. We are learners, communicators, thinkers, collaborators, advocates, and navigators. Aligned with our Core Values and equipped not just as leaders, but as Latin Leaders, we share a life of purpose — one we seize.
BRAND PROMISE
LEADING WITH INTELLECT AND HONOR
BRAND
MESSAGES
CORE VALUES
A WELL-ROUNDED EXPERIENCE
ACADEMIC EXCELLENCE
STUDENT-FACULTY RELATIONSHIPS
SCHOOL SPIRIT OUTCOMES
BRAND INITIATIVES
STRATEGIC VISION
THE BRAND’S CORE
MISSION
SCHOOL MOTTO CORE VALUES
PORTRAIT OF THE LATIN LEADER
MA brand — our brand — is the intersection of what we say about ourselves, how we act, and how we make people feel. It is our culture.
What we do and deliver
Summarizes our value, captures the complexity of the entire Latin community, underpins our communications and creative expressions
What we say
Differentiates Latin’s program from competitors and communicates the value of the Latin student experience
What moves us forward
Defines goals for the future, guides decisions, and outlines a plan for achieving them
What grounds us
States our purpose and serves as touchstones for why we exist
How we gain market share and increase support
B R
N
A
D VISUAL IDENTITY
B R A N D
V O I C E
Our brand voice uses a first-person point of view — “we” and “our.” The “we” serves to proudly center the Charlotte Latin student and rally school spirit. The voice incorporates a witty and welcoming tone, which evokes a sense of intellectual play and joy.
B R A N D
P N E A R L S I O T Y
These traits provide a way to reflect our identity in human terms and should guide the tone of all Latin communications.
Clever Respectful Thoughtful
Curious Caring Confident
Keep these tips in mind to be sure
Charlotte Latin School’s brand voice remains effective and sounds consistent.
Center the student — not the school or adults — in communications.
GOOD EXAMPLE
In 2023–24, we were North Carolina Poetry Society winners, All-American athletes, state champions, Fab Academy designers, Diversity & Inclusion conference attendees, Gold Key winners, and so much more.
BAD EXAMPLE
Charlotte Latin School students represent the high caliber of our program through their awards, accomplishments, and projects.
When appropriate, infuse levity, wit, and happiness into messaging.
GOOD EXAMPLE
We find the “and” in everything — our curiosity, our passions, our joy.
BAD EXAMPLE
Charlotte Latin School offers many avenues for students to explore their interests.
Keep it as concise and clear as possible. Highlight a powerful point while avoiding verboseness.
GOOD EXAMPLE
Our Core Values catalyze our learning.
BAD EXAMPLE
Our Core Values, mission, strategic vision, school motto, and Portrait of a Latin Leader all serve to equip students with leadership skills and strong intellectual abilities that they benefit from throughout college and life.
CMYK 26 / 37 / 72 / 0
RGB 194 / 158 / 98 HEX #C29E62
Pantone 9184 C
CMYK 0 / 2 / 5 / 0
RGB 255 / 249 / 239 HEX #FFF9EF
F O N T S
Pantone Cool Grey 5 C
CMYK 32 / 25 / 25 / 0
RGB 169 / 168 / 162 HEX #A8A8A2
Latin’s fonts are available through Google Fonts and Adobe TypeKit.
Pantone Cool Grey 1 C
CMYK 4 / 3 / 3 / 0
RGB 240 / 240 / 240 HEX #F0F0F0
Black
Alternative fonts may only be used when official fonts are not available.
EDITORIAL STYLE
Proxima Nova All Weights and Faces Alternative: Tahoma Lora All Weights and Faces Alternative: Georgia Goudy Old Style All Weights and Faces
Alternative fonts may only be used when official fonts are not available.
CMYK 60 / 40 / 60 / 100
PHONE: 704-846-1100 Grade References NUMERALS PRECEDE ALL GRADE REFERENCES WITH A LOWERCASE “G”: 1st grade, 7th graders, 11th grade, 12th graders
Proxima Nova
ADDRESS: 9502 Providence Road Charlotte, NC 28277
All Weights and Faces
RGB 0 / 0 / 0 HEX #000000
Alternative: Tahoma
White
WEBSITE: CharlotteLatin.org
Contact Information
Lora
School Name
CMYK 0 / 0 / 0 / 0
Charlotte Latin School Latin on second reference
RGB 255 / 255 / 255 HEX #FFFFFF
Descriptor
ALUMNI PARENTS: Cara O’Reilly ’89 P ’33
Proxima Nova
All Weights and Faces
Alternative: Tahoma
School Name
Lora
Charlotte Latin School Latin on second reference
Latin’s fonts are available through Google Fonts and Adobe TypeKit. Alternative fonts may only be used when official fonts are not available.
All Weights and Faces
Descriptor
Alternative: Georgia
Charlotte Latin School is an accredited, independent, coeducational, nonsectarian, college- preparatory day school serving more than 1,500 students in transitional kindergarten through the 12th grade.
Charlotte Latin accredited, independent, coeducational, sectarian, collegepreparatory day serving more students in transitional kindergarten 12th grade. Contact Information
WEBSITE: CharlotteLatin.org
Descriptor
PARENTS: Deepthi Arya P ’27
Charlotte Latin School is an accredited, independent, coeducational, nonsectarian, collegepreparatory day school serving more than 1,500 students in transitional kindergarten through the 12th grade.
ALUMNI: Jason Sikes ’08
Punctuation
All Weights and Faces
Alternative: Georgia
Goudy Old Style
REFERENCES TO GENERAL TITLES, ENTITIES, AND ITEMS: faculty member, the committee, the mission, the strategic vision Class Years
EDITORIAL STYLE
Contact Information
WEBSITE: CharlotteLatin.org
CAMPUS LOCATIONS: Horne Performing Arts Center, Beck Student Activities Center
ADDRESS: 9502 Providence Road Charlotte, NC 28277
PHONE: 704-846-1100
Grade References
NUMERALS PRECEDE ALL GRADE REFERENCES WITH A LOWERCASE “G”: 1st grade, 7th graders, 11th grade, 12th graders
Charlotte Latin School Latin on second reference
Latin generally follows the style guidelines published by The Chicago Manual of Style.
SUBJECTS: biology, algebra, mathematics
ALUMNI PARENTS: Cara O’Reilly ’89 P ’33 available
REFERENCES TO GENERAL AREAS : the covered walkways, the library REFERENCES TO GENERAL
All Weights and Faces
Common Nouns: Lowercase
TITLES USED BEFORE A NAME: Head of School Chuck Baldecchi, Director of Admissions Mary Yorke Oates ’83
Charlotte Latin School is an accredited, independent, coeducational, nonsectarian, collegepreparatory day school serving more than 1,500 students in transitional kindergarten through the 12th grade.
Goudy Old Style
All Weights and Faces
School Name
Latin generally follows published by The Punctuation IN AN EXCEPTION CHICAGO MANUAL PLACE SPACES AROUND THE EM DASH: We the best of each other for our future — because believe in it.
ADDRESS:
9502 Providence Charlotte, NC
Common Nouns: Lowercase
PHONE:
704-846-1100
IN AN EXCEPTION TO CHICAGO MANUAL STYLE, PLACE SPACES AROUND THE EM DASH: We expect the best of each other and for our future — because we believe in it.
Common Nouns: Lowercase
Contact Information
WEBSITE: CharlotteLatin.org
Punctuation IN AN EXCEPTION TO CHICAGO MANUAL STYLE, PLACE SPACES AROUND THE EM DASH: We expect the best of each other and for our future — because we believe in it.
Proper Names: Capitalized
REFERENCES TO GENERAL AREAS : the covered walkways, the library REFERENCES TO GENERAL SUBJECTS: mathematics
DIVISIONS: Lower School, Middle School, and Upper School
ADDRESS: 9502 Providence Road Charlotte, NC 28277
REFERENCES TO GENERAL AREAS : the covered walkways, the library
SPECIFIC LATIN EVENTS: Community Day, May Day Play Day SCHOOL TENETS: Core Values, Portrait of a Latin Leader SPECIFIC COURSE NAMES: Leadership for the 21st Century, 3D Design and Printing SPECIFIC ENTITIES: Charlotte Latin School Board of Trustees, the Alumni Association
PHONE: 704-846-1100
REFERENCES TO GENERAL SUBJECTS: biology, algebra, mathematics
REFERENCES TO GENERAL TITLES, ENTITIES, AND ITEMS: faculty member, the committee, the mission, the strategic vision
Class Years
SPECIFIC DEPARTMENTS, OFFICES, AND PROGRAMS: Innovation & Design; the College Counseling Office; The Nest; Hawks’ Club; Diversity, Equity, and Inclusion
Proper Names: Capitalized DIVISIONS: Lower School, Middle School, and Upper School SPECIFIC DEPARTMENTS, OFFICES, AND PROGRAMS: Innovation & Design; the College Counseling Office; The Nest; Hawks’ Club; Diversity, Equity, and Inclusion
SPECIFIC LATIN EVENTS: Community Day, May Day Play Day
Grade References
NUMERALS PRECEDE ALL GRADE REFERENCES WITH A LOWERCASE “G”: 1st grade, 7th graders, 11th grade, 12th graders
ALUMNI: Jason Sikes ’08
PARENTS: Deepthi Arya P ’27
Latin generally follows the style guidelines published by The Chicago Manual of Style.
Grade References NUMERALS ALL GRADE WITH A LOWERCASE 1st grade, 7th 11th grade, 12th
REFERENCES TO GENERAL TITLES, ENTITIES, ITEMS: faculty member, committee, the mission, strategic vision Class Years
ALUMNI:
SCHOOL TENETS: Core Values, Portrait of a Latin Leader
PARENTS:
SPECIFIC COURSE NAMES: Leadership for the 21st Century, 3D Design and Printing
SPECIFIC ENTITIES: Charlotte Latin School Board of Trustees, the Alumni Association
TITLES USED BEFORE A NAME: Head of School Chuck Baldecchi, Director of Admissions Mary Yorke Oates ’83
CAMPUS LOCATIONS: Horne Performing Arts Center, Beck Student Activities Center
Latin’s fonts are available through Google Fonts and Adobe TypeKit. Alternative fonts may only be used when official fonts are not available.
Pantone color.
The School’s logo should originate from one of the approved graphics available in various formats for Macintosh, PC, and the web from the Office of Marketing and Communications.
OFFICIAL LOGO
Preferred logo for all internal and external communications.
EXAMPLES
Website
Email Signatures
Campus and Event Signage
Event Invitations and Programs
Stationery
Mailings and Brochures
Advertising
Merchandise
Swag
SCHOOL SEAL
Special use for academia or formal communications.
EXAMPLES
Commencement and Diplomas
Awards and Certificates
Strategic Plan
Legal Documents
Advancement Formal
Fundraising Communications (if not using a campaign logo)
Head of School Communications
Financial Office Communications
CL
Preferred mark for athletics and community spirit.
EXAMPLES
Spiritwear
Apparel and Uniforms
Athletic Signage
Athletic Communications
Preferred mark for athletics and community spirit.
EXAMPLES
Spiritwear
Apparel and Uniforms
Athletic Signage
Athletic Communications
Common mark for athletics and community spirit.
EXAMPLES
Spiritwear
Athletic Signage
Athletic Communications
SUBBRANDS
Below are common subbrand logo samples. All subbrand logos and files must be requested and approved.
DEPARTMENTAL
ALUMNI
PARENTS’ COUNCIL
SUMMER CAMP HAWK
PLANNED GIVING
Branding efforts play a pivotal role in harnessing the momentum at Charlotte Latin for further growth. The Latin brand connects what educators know is best for children with what families, donors, and students value about a Latin education and experience. The brand must be constantly nourished and lived out by our community. We are all tasked with this charge — to honor our story as we prepare students for the future.
QUESTIONS?
Please direct questions about messaging, design, production-ready files, or stationery orders to the Office of Marketing and Communications at Communications@CharlotteLatin.org.
I T N R L A U T S E E N L I G H T E N THE W O R L D O R B E M
