Who we are.
BRAND IDENTITY GUIDE
Summer 2015
2 | BRAND IDENTITY GUIDE
Scheck Hillel Community School
Rationale | Construction
Exclusion Zone | Minimum Size Application | Family/Variations
What is a brand?
A brand represents the mission, vision, values, services, ideas and even personality of an organization. The Scheck Hillel brand is the expression of our school’s identity and product illustrated by its name, graphic representation and use of language.
Our brand is the educational experience
Primary Palette | Application
Scheck Hillel offers students and the personal connection to that experience shared by the students, their families and school supporters.
Why use these guidelines
Print | Online | Style
Effectively protecting, promoting and strengthening Scheck Hillel’s brand plays a vital role in shaping the perception of our institution and the engagement of our students, parents, faculty/staff, alumni and extended community. Scheck Hillel’s brand communicates who we are, what we stand for and distinguishes us from other schools. Accurately communicating our brand is essential to supporting Scheck Hillel’s mission, vision and values.
This document is available to download at:
eHillel.org/Branding
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THIS GUIDE IS YOUR GO-TO
OF OUR SCHECK HILLEL BRAND. TURN THE PAGES
GET STYLISH. Contents 4
18
8 LOGO LANGUAGE USAGE & DICTIONARY POLICIES TYPOGRAPHY
Scheck Hillel Community School
FOR THE STYLE ELEMENTS
TO
10
9
COLOR
OUR LOGO REPRESENTS US. SO THANK YOU FOR MAKING US LOOK GOOD.
Rationale
Our logo carries a combination of the following themes: academic excellence, Judaism, Zionism, warmth, growth, inspiration, integration of various educational practices, and protection/safety. It illustrates a commitment to tradition with a fresh, contemporary feel.
Construction
Kavod: Crown with Hillel in Hebrew text represents Judaism’s Crown of a Good Name and admiration for institution, mission and constituents.
Emet: Star of David, Lion of Judah, Hebrew and blue represent Judaism and Zionism.
Chessed: Lion of Judah’s strength and rising sunburst represent Scheck Hillel’s motivating learning environment.
Ruach: Sunburst represents Scheck Hillel’s inspiring Jewish educational nature that fosters growth.
Shalom: Leaves represent Scheck Hillel’s nurturing, safe campus with protection of the Tree of Life. The friendly shades of blue represent the school’s welcoming community.
Color Treatment
The preferred full-color option for stacked and landscape variations is shown to the right. It should be used whenever possible.
01
This is the stacked version of the crest paired with the school name and is the preferred version for all printed collateral. Examples: publications and advertising, billboards, posters, flyers and product packaging.
02
This is the landscape version of the crest paired with the school name and is the preferred version when space is not at a premium in a layout. Examples: website graphics, banners.
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Scheck Hillel Community School
THE LOGO
01
02
The minimum exclusion zone margin for all Scheck Hillel logos is based on the dimensions of the H in Hillel.
On all sides, the exclusion zone should be measured from the farthest edge of the logo. No element, other than our tagline, may encroach on this space.
EXCLUSION ZONE MINIMUM SIZE
Stacked logos must not be reproduced at a size smaller than 1-inch in height.
Landscape logos must not be reproduced at a size smaller than 3/4-inch in height.
1-inch min.
3/4-inch min.
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Scheck Hillel Community School
DOs AND DON’Ts. TO KEEP OUR BRAND STRONG, PLEASE TAKE A LOOK AT HOW TO APPLY OUR LOGO.
We don’t want to come across all doom and gloom, but there is a right way and a wrong way to present our logo.
01 Keep the logo proportions. On a computer, hold down shift while resizing the logo to keep the proper proportions.
02 Use the proper logo. When using a colored background or image, use discretion with which version of the logo to use.
03 Coloring Colors should remain unchanged. See page 8.
04 Use the whole logo. Keep the elements connected as one logo unless approved by the Advancement Department.
05 No thanks
Do not add or replace elements of the logo.
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Scheck Hillel Community School
01 03 02 04 05
Our logo exists in stacked and landscape versions. While the stacked option is preferred, use of either the stacked or landscape version should be determined according to suitability for the layout.
The use of the crest or text graphic in isolation should be carefully considered and implemented, and be restricted to supporting promotional materials. It is not recommended that the crest or text be used as the default identifier in place of the complete logo.
A full-color option for each of the stacked and landscape versions, and a single-color option for reproduction on colored and white backgrounds are available.
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Scheck Hillel Community School
SAY HELLO TO EVERYONE IN THE FAMILY. IF YOU CAN’T FIND IT HERE, WE’RE NOT RELATED.
Stacked Version
Landscape Version
The corporate color palette includes a cyan blue with supporting tones. Color matching standard Pantone® references are included to ensure accuracy when reproducing the palette.
Also included are the references for CMYK, RGB and HEX Values for consistency across different media. Where possible, the logo should be reproduced in the CMYK color process. Equivalent colors can be composed using the RGB and HEX references included when the logo is to be used digitally.
Color Palette // Primary
These are our corporate primary colors for our logo, text and headers.
pantone 2995C
cmyk 83 : 1 : 0 : 0
rgb 0 : 169 : 224
hex # 00a92e0
pantone 70% 2995C
cmyk 67 : 16 : 0 : 0
rgb 76 : 195 : 223
hex # 4cc3e9
Official blue for Athletic gear
pantone Black
cmyk 0 : 0 : 0 : 100
rgb 0 : 0 : 0
hex # 000000
pantone N/A
cmyk 0 : 0 : 0 : 0
rgb 255 : 255 : 255
hex # FFFFFF
Color Palette // Secondary
pantone 289C
cmyk 100 : 47 : 22 : 82
rgb 0 : 42 : 58
hex # #002a3a
pantone 4C
cmyk 23 : 16 : 13: 46
rgb 136 : 139 : 141
hex # #888b8d
pantone 11 C
cmyk 44 : 34 : 22 : 77
rgb 83 : 86 : 90
hex # #53565A
8 | BRAND IDENTITY GUIDE SCHECK HILLEL COMMUNITY SCHOOL
OUR COLORS DEFINE OUR BRAND. WE’RE FRIENDLY AND INVITING, ACADEMIC AND JEWISH. SIMPLE AND TO THE POINT.
Typefaces. Print. Our school typeface for documents prepared on school stationery is Cambria. This full font family comes in a range of weights to suit a multitude of purposes. It was optimized for print and has excellent legibility characteristics in its letterforms. Body text typically should use Cambria, 11pt. Bauer Bodoni is to be used exclusively for text in the design of our logo and school name.
Typefaces. Online.
When technology allows for it, Raleway should be used in any digital applications including email, slide presentations and webpages.. The default fall-back corporate font is Verdana which should be utilized to ensure acceptable degradation when Raleway is unavailable.
Typography. Style.
Text for correspondence and publications should preferably be set in upper and lowercase, and flush left with ragged right margin. All capitalization never should be used for body text, but is acceptable for headings.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
.,:;?!$&0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,:;?!£$&@*) 0123456789
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Scheck Hillel Community School
TYPOGRAPHY IS KEY TO DESIGN. IT’S THE RIGHT WAY TO WRITE.
Raleway Font
Cambria Font
Hillel Community School
Welcome to Scheck Hillel Community School’s Language Usage & Dictionary: a resource and quick reference tool intended to create written messages in a clear and professional manner consistent with Scheck Hillel’s style for communicating with its various audiences: current and prospective families, alumni, friends, and the extended community. This dictionary is guided by Associated Press (AP) style, and is applicable to all official communications: print and digital.
As matters of style and usage evolve, and to be comprehensive in scope, we’ll continue to review and update this guide. If you have questions, please write to advancement@eHillel.org.
A academic time periods
Use lowercase to refer to the quarter, semester or term.
Examples fall term winter quarter spring semester
administration
Use lowercase: the administration, the president’s administration, the governor’s administration admission (preferred instead of admissions)
Example
Today we met with the Admission Department to enroll our child at Scheck Hillel.
Advanced Placement
Use uppercase for all mentions.
Second mention: AP
after school vs. after-school
After-school is an adjective.
Example
On Mondays, I go out for ice cream with my brother after school; the rest of the week I participate in Scheck Hillel’s after-school program.
age
Spell out and hyphenate age references when used as a noun or an adjective preceding a noun, but not as a predicate adjective.
Examples
- As a 14-year-old, she is one of the youngest students ever inducted into the National Honor Society.
- Many seven to eight-year-olds are enrolled in at least one after-school program.
alum
Use this colloquialism to refer to an individual (whether male or female) who attended Scheck Hillel (even if he/she did not graduate from Scheck Hillel).
alumnus,
alumni, alumna, alumnae
alumnus (alumni in the plural) When referring to a man who has attended a school. Use alumna (alumnae in the plural) for similar references to a woman. Use alumni when referring to a group of men and women.
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Scheck
THAT’S HOW WE LOOK... HERE IS HOW WE SPEAK AND WRITE.
THAT’S
Proper Alumni Reference
John Smith (’95) or Sally (Cohen) Levy (’02)
AM and PM – see time
athletic (preferred over athletics)
Example
The Athletic Department is responsible for creating team schedules.
campus namings
Refer to official list of named campus sites (page 17). Always use uppercase when mentioning official names of campus buildings/areas.
class levels
Use lowercase for class levels (i.e. freshman, sophomore, junior, senior)
comma usage
Do not use a comma before ‘and’ when listing items.
Example
BBeYachad (preferred spelling)
Board of Governors
Always capitalize when referring to Scheck Hillel’s Board of Governors.
Examples
- Joe Smith is the president of Scheck Hillel’s Board of Governors.
- When listing a title: Susy Smith, member, Board of Governors; Charles Green, Chair, Board of Governors
box office (n.) box-office (adj.)
B’not Sherut (preferred spelling)
On Shabbat, we say blessings over the candles, challah and wine.
cross country (not cross-country)
Ddates
1) When only a month and year are used, no comma is needed
Example June 2015
2) When a month, date in the month and year are used, place a comma between the date and year. In running copy, use a comma after the year as well.
Example June 5, 2015
C3) When a day of the week, month, date in the month, and year are used, enclose the
BRAND IDENTITY GUIDE | 11
Scheck Hillel Community School
HOW WE LOOK... HERE IS HOW WE SPEAK AND WRITE.
THAT’S HOW WE LOOK... HERE IS HOW WE SPEAK AND WRITE.
month and date in commas. In running copy, use a comma after the year as well.
Example
Tuesday, June 5, 2015
4) Do not use st, nd or th after dates.
5) It is preferred not to use “on” before dates.
Example
The test will be held Tuesday, May 30.
departments, academic
Capitalize department names only when the full name is used.
Examples
Science Department
Judaic Studies Department
Math Department
Athletics Department
Office of College Counseling
The Science Department added new science courses to the curriculum this year.
non-academic
Capitalize the main words in the full name of the non-academic departments and offices as well as their shortened forms.
Examples
Admission Office
Advancement Office
Development Office
Operations Department
Finance Office
disciplines of studies
Use uppercase for specific titles of courses.
Examples
AP Physics, Grade 8 Physical Science, Biology College Prep
Use lowercase for general subject references.
Examples math, science, reading divisions
Division names are capitalized
- Early Childhood Education; ECE (PKT-PK4)
- Juda and Maria Diener Lower School; Lower School (Kindergarten-Grade 5)
- Samuel and Henrietta Scheck Middle School; Middle School (Grades 6-8)
- Ben Lipson Upper School; Upper School (Grades 6-12)
departments and offices,
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Scheck Hillel Community School
E
email
- Capitalize the H in eHillel.org email address extension
- email not e-mail
- Always use ‘write to’
Example
To contact the Advancement Office, write to advancement@eHillel.org.
events
Capitalize event names
Examples Commencement, National Honor Society Induction, Homecoming
G
grade numbers
Use PKT, PK2, PK3, PK4, Grade 1…Grade 12; Do not use ‘first grade’ or ‘1st grade’.
Use ‘Grade 1 student’, not ‘first grader’ or ‘1st grader’
Jaime and Raquel Gilinski Hillel Ambassador Program
Use full formal name for first mention of the program.
Second mention: Gilinski Hillel Ambassador(s)
Use uppercase for all mentions. H
hands-on
Hebrew transliteration
Use ‘ah’ versions of transliterated Hebrew words.
Examples
Chanukah
Rosh Hashanah
Hillel
Permissible third mention of school name
holidays
Use uppercase for all mentions.
Examples
Rosh Hashanah, Chanukah, Purim, Thanksgiving
IInternational Baccalaureate Middle Years Programme
Use full formal name for first mention of the program.
Second reference: IB or IBMYP
Use uppercase for all mentions.
italics
As a general rule, all non-English words should be italicized. However, those words which have become part of the English language need not be italicized, Examples: schmooze, schlep. In addition, foreign words in quotation marks need not be italicized. If one uses a particular foreign word in an article very often, one need not italicize it at all throughout the article. Similarly, certain Hebrew words and phrases are used so often that they need not be italicized. These include Hashem, Torah, yeshivah and mitzvah.
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Scheck Hillel Community School
THAT’S HOW WE LOOK... HERE IS HOW WE SPEAK AND WRITE.
Hillel Community School
THAT’S HOW WE LOOK... HERE IS HOW WE SPEAK AND WRITE.
When discussed or quoted within text, titles of long, full-length works should be italicized or – if that’s not possible – underlined. Fulllength works include novels and textbooks.
Jordan Alexander Ressler Arts Program
Use full formal name and uppercase for all mentions of the Program.
Lless, fewer, under
In general, use fewer for individual items: less for bulk or quantity; under refers to spacial relationships.
Example:
Fewer than 10 applicants applied this year, which was less than last year.
long-term
Lion Pride
Use uppercase for all mentions.
Lions
Use uppercase for all mentions
Example
The Lions showed their dedication to the team.
Mmore than, over
More than is preferred with numerals; over generally refers to spatial relationships.
Example
As the plane flew over the city, it was more than 30,000 feet in the air.
Nnonprofit (not non-profit) numbers
Spell out whole numbers, one through nine; use numerals for 10 and up.
Use st, nd or th after numbers in adresses, but not in dates.
Ooff campus vs. off-campus
Use the hyphen when the term is modifying a noun.
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J
Examples
- The volleyball team celebrated its victory off campus.
- My favorite off-campus spot is Moshe’s Burger Palace.
organizations
All organizations and clubs are capitalized
Examples
National Honor Society, Tri-M, HIPAC, Senior Board, Executive Board, Mini Arts Society
Pphone numbers
305-931-2831 x100 OR 305.931.2831 x100
prefixes
A hyphen is used if a prefix ends in a vowel and the word that follows begins with the same vowel or if the word that follows the prefix is capitalized.
Examples
pre-election, pre-establish, prearrange, preseason, postseason, prehistoric, post-Antebellum president...
Capitalize president only as a formal title before one or more names: President Reagan, Presidents Washington and Lincoln.
Lowercase in all other uses: The president said today.
Rrunner-up, runners-up
SScheck Hillel Community School
Use full name for first mention of the school.
Second reference: Scheck Hillel
Third reference: Hillel
Use uppercase for all mentions.
schoolwide (preferred over school wide, school-wide)
seasons
Use lowercase for all seasons.
Shabbat
Use uppercase for all mentions.
short-term subjects
Use lowercase for subjects unless a proper noun
Examples
algebra, band, history, Hebrew language, chemistry, English, orchestra
Tteam names
Use lowercase for all team names.
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Scheck Hillel Community School
THAT’S HOW WE LOOK... HERE IS HOW WE SPEAK AND WRITE.
Hillel Community School
Apostrophe goes after the ‘s’ to indicate plural term.
Example
Boys’ varsity soccer and girls’ varsity tennis
Do NOT capitalize winter, spring, summer or fall
Example fall flag football
theatre (preferred instead of theater)
tefilah (preferred spelling)
time
11 AM, 2 PM (NOT 11 a.m or 11AM)
titles, professional/academic
Capitalize and spell out formal titles when they precede a name (ex: Chair of the Board Joe Smith). Lowercase elsewhere (ex: The chair issued a statement.)
Lowercase modifiers such as department in department Chair Hannah Levy.
Vvarsity/junior varsity
Use lowercase for all team names.
vice president
No hyphen; Capitalize or lowercase following the same rules that apply to president. See president.
Wwebsite
Use this format for listing our website: eHillel.org
Eemove the ‘www.’ when listing URLs.
Example google.com
YYom Ha’Atzmaut
Yom HaShoah
Yom HaZikaron
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THAT’S HOW WE LOOK... HERE IS HOW WE SPEAK AND WRITE.
Hillel Community School
OUR PROGRAMS AND BUILDINGS HAVE FEELINGS TOO... LET’S CALL THEM BY THE
RIGHT NAME.
Campus Namings: In school communication, please always refer to areas by their respective names.
First mention in body of an email, invitation, letter, script: Scheck Hillel Community School
Second mention in body of an email, invitation, letter, script: Scheck Hillel
Third mention in body of an email, invitation, letter, script: Hillel
First mention of specific divisions: Juda and Maria Diener Lower School or Samuel and Henrietta Scheck Middle School or Ben Lipson Upper School
Second mention of divisions: Lower School or Middle School or Upper School
Building C: Peshe and Joel Dennis Administrative and Classroom Building
Conference Room Building: Savin Office Suite
Auditorium: Jordan Alexander Ressler Performing Arts Theatre, Friedman-Uhlar Auditorium
Stage: Judith Lindenfeld Stage in the Jordan Alexander Ressler Performing Arts Theatre, Friedman-Uhlar Auditorium
Lower School Playground: Dorothy K. Gruen Early Childhood Playground
Lower School Chapel: Anna and Abe Dennis Beit Midrash
Lower School Library: Kunin Library Media Center
Kiddie Kottage I: Bertha and Jacob Silverblatt Kiddie Kottage I
Kiddie Kottage II: Abe and Anna Dennis Kiddie Kottage II
Upper School Library: Berta and Isaac
Berezdivin Library Media Center
Upper School Beit Midrash: Rose and Lew Goodman Beit Midrash
Guidance Office: Rabbi Max
Lipschitz Guidance Center
Athletic Area: Benny Rok Sports Center
Back Basketball Court: Joseph “Yosi”
Mizrachi, z”l, Basketball Court
Upper School Breezeway: Reiss Plaza
Athletic Complex: Scheck Hillel’s Athletic Complex
Indoor Facilities of Athletic Complex: Diener Athletic Center
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Scheck
SMILE!! YOU’RE ON CAMERA
Scheck Hillel Community School’s publications are representations of our school’s mission, standards and values. Upholding these core Jewish values, we have established the following guidelines for photographs/videos submitted for inclusion in all school publications. Scheck Hillel’s schoolwide photo/video policy reflects and represents an educational environment respectful of all and a Jewish academic center of excellence where people pray and study Torah daily.
We want happy smiles on everyone in your images, but the following may not be permitted, applying to all subjects in photos/videos:
•Jewish boys and men not wearing kippot
•Sleeveless or capped sleeves (Short sleeves or longer for all, please.)
•Boy and girl touching in photo of only the two (Group shots are permitted.)
•Low necklines
•Short skirts
•Bathing suits
Notes:
• I understand that by submitting a photo/video to a Scheck Hillel Community School publication, I am agreeing to allow it to be reproduced for the school’s educational, publicity/marketing and other purposes.
• All photos/videos become public once included in school materials. Your submitted photos/videos remain copyrights of the original photographer, and the school trusts you have permission to share with Scheck Hillel Community School.
• All photos/videos are subject to approval by school administration. For yearbooks, they are subject to approval by yearbook staff, yearbook advisor and the school administration. Submitted photos/videos are not guaranteed publication.
• The school does not insure lost, damaged or altered photos/videos submitted to a school publication.
• Photos and videos should be submitted as high-resolution.
Images may be edited (i.e. retouched, cropped) or excluded by the school if they include:
• Disregard for school policies or interests
• Reference to violence, weapons or drugs/tobacco/alcohol
• Inappropriate comments or gestures
• Clothing not representative of Scheck Hillel Community School as outlined above
Thank you for applying our photo/video policy so we may preserve and promote Scheck Hillel Community School with mighty Lion Pride!
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Scheck Hillel Community School
Photo & Video Policy
WHO WE ARE...
Our Mission
From early childhood through Grade 12, Scheck Hillel Community School educates and inspires students to become exemplary global citizens with enduring Jewish identity, values and a commitment to the State of Israel, through a college preparatory curriculum and meaningful co-curricular experiences guided by Orthodox teachings and set within a nurturing, diverse community.
Our Vision
Scheck Hillel Community School educates and inspires students to become exemplary global citizens with enduring Jewish identity and values, thereby strengthening our vibrant Jewish community for generations to come.
Boiler Plate
From early childhood through Grade 12, Scheck Hillel Community School educates and inspires students to become exemplary global citizens with enduring Jewish identity, values and a commitment to the State of Israel, through a college preparatory curriculum and meaningful co-curricular experiences guided by Orthodox teachings and set within a nurturing, diverse community. Scheck Hillel is the second-largest Jewish community day school in North America, a National Blue Ribbon School of Excellence and an International Baccalaureate World School.
A final thought.
If in doubt, take a look back through this document. If you don’t see what you are looking for, please contact the Advancement Department by writing to advancement@eHillel.org.
Scheck Hillel Community School 19000 NE 25 Ave, Miami, FL 33180
Telephone. 305.931.2831
Email. advancement@eHillel.org
Website. eHillel.org
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Scheck Hillel Community School
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eHillel.org
