BRAND GUIDELINES
& VISUAL IDENTITY
for Dorridge Primary School From December 2014
This brand guidelines and visual identity document will help staff to adhere to consistency and characteristics of Dorridge Primary School’s new identity, created in December 2014. Please read through and follow these important guidelines and apply in all instances to protect the new visual identity.
THE CONCEPT
This exciting new identity marks a new chapter for our school. The colours of the old Junior and Infant schools have been combined to create a striking new identity based upon the ‘Four Ashes’ which mark the district Dorridge boundary, merging the ‘leaves’ of the tree with the combined colours of the school, giving a clear, positive and modern image of the combined school moving forward. The ‘Four Ashes’ which form the main part of the identity are augmented by stylish, modern yet classical serif typography bringing it all together and we feel truly captures our ethos and values.
THE CONCEPT
It is planned that the positive ‘tree’ that symbolises growth and integration combines the two colours is also used as a ‘standalone’ message on badges, communications etc., and is adaptable and strong enough on its own to be used for this.
THE LOGOTYPE
The ‘logotype’ is created using the font Goudy as a base. However, it is redrawn, manipulated and condensed to give it more impact, so this font should not be used as a raw font in
communications, but the ‘logotype’ as shown here should be used. It is possible to use the ‘logotype’ in communications as a standalone in some instances, but is not preferable.
THE IDENTITY
The trees and the logotype ‘combined’ (the identity) should be used on all important communications to strengthen the identity as shown. It should be used, in all instances, on a clean, white background for clarity and consistency.
LOGO FORMATS
The primary use for the logo is the colour version on a clean, white background (A and B) When used in black and white, a greyscale version is available (B and C) When used in black only a mono version is available (D and E) In all versions, the following formats should be used. For print use the format .eps For internal communications (in Word or other programmes) use the format .jpeg or .pdf These digital formats are available from Debbie Mallin.
LOGO FORMATS
Versions A and B .eps or .jpeg or .pdf
Versions B and C .eps or .jpeg or .pdf
Versions D and E .eps or .jpeg or .pdf
These digital formats are available from Debbie Mallin or contact Mike Davis at Creative Input on 0121 258 0742
COLOURS
The colour palette for the Dorridge Primary School is important, the correct colours should be used in all instances. Below are the correct formulas to use for different uses in print and web. The colours are imbedded in the digital versions.
PANTONE (PMS) COLOURS
032
Reflex Blue 1255
FORMULA FOR (CMYK) COLOURS
C0 M79 Y73 K6
C100 M89 Y0 K0
C30 M46 Y94 K0
RGB AND WEBSAFE COLOURS
ff3333
000099
999933
FONTS
The font to use in letters and internal communications if Futura is not available is
The font to be used in all professionally produced communications is Futura.
Franklin Gothic ABCDEFGHIJKLM abcdefghijklmnop 1234567890@£ OR Arial ABCDEFGHIJKLMN abcdefghijklmnopqrs 1234567890@£$%^
For emphasis, in certain cases, Futura Bold can be used. It has been chosen for its simplicity, versatility and clarity. It is very important not to use other typefaces, particularly Serif faces such as Times, or definitely not Comic Sans!
Futura ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*()_+;’,./?><`~=Futura Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*()_+;’,./?><`~=-
LETTERHEADS
It is important to all users to clarify the use of letterheads in all communications. Do not, in any circumstances, use a digital version of this letterhead for printing on internal printers, as it has a negative affect, but instead use the printed letterheads supplied, and print directly onto those. The layout that follows has been designed to give clarity, consistency and weight to the communications from Dorridge Primary School from this point. Order new stock of letterheads and continuations from Creative Input on 0121 258 0742.
LETTER LAYOUT
At least 10mm border
At least 20mm border
Mrs S Smith 123 Anywhere Lane Anytown Anywhere B23 45P United Kingdom 28th December 2014
Our ref: DORR1234/34
Dear Mrs Smith I would like to inform you of an exciting new development at our school. The schools have been serving the local community since 1955 and became a Federation in September 2009. Both schools are popular, three form entry schools where children feel secure, cared for and valued. The school site, with its pleasant aspect, contributes to the children's learning. Within the Federation we aim to ensure every child reaches their full potential and develops an enthusiasm for learning that stays with them throughout their education and lives. The success of our work here depends very much on a positive partnership between home and school. Yours sincerely,
Mrs R. Ashe Head Teacher
Franklin Gothic 8pt Range left
HEAD TEACHER: MRS. R. ASHE BA (Hons) PGCE, NPQH Station Road, Dorridge, Solihull, West Midlands B93 8EU T: 01564 772 836 F: 01564 771 323 E: office@dorridge.solihull.sch.uk
www.dorridge.solihull.sch.uk
CONTINUATIONS
At least 10mm border
At least 20mm border
Important that this minimum space is left
I would like to inform you of an exciting new development at our school.
The schools have been serving the local community since 1955 and became a Federation in September 2009. Both schools are popular, three form entry schools where children feel secure, cared for and valued. The school site, with its pleasant aspect, contributes to the children's learning. Within the Federation we aim to ensure every child reaches their full potential and develops an enthusiasm for learning that stays with them throughout their education and lives. The success of our work here depends very much on a positive partnership between home and school. Within the Federation we aim to ensure every child reaches their full potential and develops an enthusiasm for learning that stays with them throughout their education and lives. The success of our work here depends very much on a positive partnership between home and school. Both schools are popular, three form entry schools where children feel secure, cared for and valued. The school site, with its pleasant aspect, contributes to the children's learning.
Yours sincerely,
Mrs WJ Ashe Head Teacher
Franklin Gothic 8pt Range left
CARDS & SLIPS
MRS. R. ASHE BA (Hons) PGCE, NPQH Head Teacher Station Road, Dorridge, Solihull, West Midlands B93 8EU T: 01564 772 836 F: 01564 771 323 E: office@dorridge.solihull.sch.uk
www.dorridge.solihull.sch.uk
MRS. R. ASHE BA (Hons) PGCE, NPQH Head Teacher Station Road, Dorridge, Solihull, West Midlands B93 8EU T: 01564 772 836 F: 01564 771 323 E: office@dorridge.solihull.sch.uk
www.dorridge.solihull.sch.uk
WITH COMPLIMENTS HEAD TEACHER: MRS. R. ASHE BA (Hons) PGCE, NPQH Station Road, Dorridge, Solihull, West Midlands B93 8EU T: 01564 772 836 F: 01564 771 323 E: office@dorridge.solihull.sch.uk
www.dorridge.solihull.sch.uk
The cards are double sided printed in full colour on heavyweight 400gsm card and silk laminated with the school ‘tree’ on the other side Order new stock of cards and compliment slips from Creative Input on 0121 258 0742.
INTERNAL
COMMUNICATIONS
Please use, as a general guide, the layout guidelines as the letterheads and continuations, for example clean white space and borders.
Information for parents
Please sign the visitors book
Please Please Please Please Please Please Please Please
make make make make make make make make
use use use use use use use use
of of of of of of of of
the the the the the the the the
doors doors doors doors doors doors doors doors
Examples below for guides
NO D.I.Y
PLEASE!!
The new Dorridge Primary School identity has been carefully designed and will include stationery, signage, a prospectus, a mini-prospectus, a digital prospectus, a website, school folders, reports and pupil organisers. Please do not, under any circumstances, create DIY communications as this just waters down and spoils the message weâ&#x20AC;&#x2122;ve all worked so hard to get right. If this happens over time it will have a very negative affect. Order new stock of all communication materials from Creative Input on 0121 258 0742.
NO D.I.Y
PLEASE!!
Order new stock of all communication materials from Creative Input on 0121 258 0742.
HEAD TEACHER: MRS. R. ASHE BA (Hons) PGCE, NPQH Station Road, Dorridge, Solihull, West Midlands B93 8EU T: 01564 772 836 F: 01564 771 323 E: office@dorridge.solihull.sch.uk
www.dorridge.solihull.sch.uk
INCORRECT USE
X
Always use the approved artwork. X Do not rotate the logo
X X
X Do not add effects to the logo X Do not place the logo on dark backgrounds X Do not condense or expand the logo X Do not change the colours of the logo
X
X Do not use Serif faces such as Times, or definitely not Comic Sans! X Do not use the logo unless it is in clean, white space like below:
X Dorridge X
INTRODUCING
DARBY...
‘
Darby s at Dorridge
‘
Darby s at breakfast
‘
Darby s at teatime
Introducing...Darby! A ‘darby’ is an old anglo-saxon word meaning ‘a forest abounding with deer’. The deer is synonymous with the Forest of Arden and Warwickshire, and is also another subtle link to the old school badge. Darby the deer has been created as a fun, friendly addition to the school family, and is the new face of our ‘wraparound’ service at school.
Any questions regarding this brand guidelines book, please contact Debbie Mallin at Dorridge Primary School, or Mike Davis at Creative Input on 0121 258 0742.