IMPLEMENTATION GUIDE
Communicating the Six Areas of Innovation at ECS Visual Communications Studio Fall, 2014 Rachel Alberico Elaine Fath Zach Hyman Jean Marie Sloat
INTRODUCTION Culture is the heart of ECS and drives its six areas of innovation. In considering how ECS can best articulate what they are doing, how they are doing it, and why, we developed a visual communication system. This system will enable ECS to reach its various audiences through multiple channels. The guidelines in this document state how to implement the system, while ensuring that a unified consistent message is received across all stakeholders.
TABLE OF CONTENTS Introduction 2 Concept 4 Considerations 4 Components 5 Goals 6 1. In-depth Explanation 8 2. Abbreviated & Static 10 3. Visual Cue 12 4. Storyboard Explanation 14 Color Palette 16 Reproduction 18 Size and Layout 19 Additional Recommendations 20 Contact 21
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CONCEPT Create a visual framework that communicates ECS’s six areas of innovation in a succinct, comprehensive, and consumable fashion to support consistent messaging.
CONSIDERATIONS • ECS serves a diverse set of stakeholders, including parents, students, teachers, administrators, and potential applicants in addition to visitors from government and other education professionals • ECS utilizes multiple channels to communicate with varied audiences • ECS seeks to convey its unique approach to education, why it is important, and how it is implemented more wholly
COMPONENTS Articulate what ECS is doing, how they are doing it and why they are doing it relative to its six areas of innovation in a visually consistent style. WHY: Refined language communicates ECS’s beliefs and why those beliefs are important
HOW: Describes ways ECS has implemented their beliefs in everyday life with examples
WHAT: The six areas of innovation that correspond to the why and how of ECS’ philosophy
VISUAL: The sun visual broken into the why, how, and what of ECS’s six areas of innovation was chosen for three reasons. First, the sun as the center of our solar system reflects the centrality of the areas of innovation to ECS’s educational philosophy and execution. Second, the sun is part of many systems including nourishing plant life and growth. This mirrors the systems thinking and education that permeates ECS life. Moreover, plants bend towards the sun analogizing how ECS is guided by the six areas of innovation. Lastly, the sun visual is consistent with ECS’s current branding, which is environmentally themed with leafs.
GOALS The Philosophy Sun visual was designed to serve various goals and function in several modes of communication. Consequently, three versions of the sun and a video has been developed to meet each of the following goals: 1. To provide an in-depth explanation of each of the 6 areas of innovation. 2. To communicate the 6 areas of innovation in an abbreviated static format. 3. To serve as a visual cue that stimulates conversation and acts as a reminder to live the values of ECS. 4. To illustrate for younger students each of the 6 areas of innovation in an engaging and descriptive way.
The following pages provide examples and descriptions for achieving these goals. This key identifies stakeholders in the ECS community. These groups are referenced utilizing the figures below in the subsequent sections to communicate which scenarios correspond to which stakeholder interactions.
Symbol
Stakeholder
A
Administrators
C
Community Members
P
Parents
S
Students
T
Teachers
V
Visitors
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1. IN-DEPTH EXPLANATION
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n hy o, lain t w d S exp , bu re
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of inno as
And So,
We Believe
our spaces should reflect our values: building community and active, hands-on learning in the classroom.
ecs:
And So,
we both teach and build community: our educators co-teach classes, and our lessons emphasize thinking about systems.
les so a ns fro s stu integ nd S m d the ent rate o, a sc m a s rts om any ing and bin sub e le j les scie ide ects , so nc as n. es in
we are intentional about space: for example, we recently had architecture students redesign our Thinking Labs to promote idea sharing.
The world is made of communities-family, school, cities, and beyond -- and caring about these “environments” is key for students becoming successful citizens.
W Be e li
ev hu e m pro ans a s mu olve blem re w st l rs w fin hole ook ho d a tha solu pictu t th ci ti re e t ab tizen 21st ons, to ility s w ce an n i mo ll n tu d re eed ry tha n e this ve r. A
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Lead er s h i p
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EXPANDED SUN This version includes text explaining each of the six areas in full detail. This version is best utilized in a tactile format.
S pa
ce
hi
ng
uni t
y
Examples Handheld print piece
Audience 1
P
A
Audience 2
T
A
Scenario 1
Scenario 2
On a tour, potential parents are handed a tactile philosophy sun that can be used as a reference along the tour, relating the tour experience to ECS’ beliefs.
During meetings, teachers and administrators want to brainstorm how to incorporate a specific value into the curriculum. Using the tactile philosophy sun, they brainstorm around one area of innovation at a time.
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2. ABBREVIATED & STATIC
m en t
REGULAR SUN This version includes a moderate amount of text describing each of the 6 areas of innovation at a high level, and is best utilized in static print and digital instances.
s Asses
s er
We believe 21st century citizens will need to think broadly to solve problems, and so, lessons cover many subjects (like art & science) across a single topic.
ulum
e
p
ad Lebe We
l s iev c ucc e tryi omes ess and ng ne from mis learn w ide as our tak e ing new lead s, an from e d o sys rs w so alo ften s tems elcom , ngs ee a ide n w nd ar e our orkin e tea g che rs.
We believe Tea we must prepare ch i n g students for 21st century jobs, and so, we hire and train top educators, and we promote using a merit-based system.
e hriv le t ve p o pe ha d ve hey s an elie hen t unitie our b We est w omm d so, b g c an ND n A rt, stro uppo chers ork in s tea ts w ur o den nd stu ms a lum tea urricu res c plo ity. ex mun com
Co m m
We sho belie com uld de ve ou mit mo r sp com ment nstrate aces wo mun to bu our and rking t ity an ilding og d s our o, we ether, d s hel paces esign p out us liv to the e valu se es.
uni t y
S pac
r ic Cu r
We ve s ie bel ucces re s mo l a re ires st u nd req han ju cts, a t a ts f c g ’ je win pro nts n kno , our stude just a t o s sure , no k a . me to thin esult r y d t i n l e abi
hi
Examples Family Handbook
Website
Audience 1
Audience 2
S
P
A
T
S
P
V
C
Scenario 1
Scenario 2
Beyond orientation, the Philosophy Sun can be referenced at home in the family handbook as a reminder and tool.
With a variety of different visitors accessing the website, this is a prime location to display the Philosophy Sun.
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3. VISUAL CUE
d er
C
om
m
un
it y
As s
es s
t
s hip
As s
a Sp
m en
aasdasd
s hip
es s
t
cu l u m
d er
Cu rr i
L ea
m en
aasdasd
L ea
hing Teac
h Teac
ing
CONDENSED SUN This version is one of the Philosophy Sun ity including minimal un six areas of innovation. text and icons to represent each of the m The condensed version is best utilized as a visual reminder to om C live ECS’s culture among internal stakeholders and acts as a conversation starter among ECS visitors.
ce
Cu rr i cu l u m
a Sp
ce
ing
it y un mm
ch
Cu aasdasd
Assessment
lum
Sp
cu
ac
rri cu
e ac
rri lum
Sp
Cu
Inner-Text Sun
aasdasd
a Te e
Co
ing Leadership
Assessment
Co
ch Leadership
mm
un
a Te
it y
Outer-Text Sun
Examples Example One
Example Two
Audience 1
Audience 2
A
T
S
A
T
S
P
V
C
P
V
C
Scenario 1: Inner Text
Scenario 2: Outer Text
Signage in the schools serves as a landmark for students, teachers, and administrators. For visitors, its presence invites conversation about what differentiates ECS and why these six areas are school priorities.
On materials such as bags and fun handouts like frisbees, the condensed version of the Philosophy Sun is a great conversation starter and everyday reminder that lives outside of the schools.
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4. STORYBOARD EXPLANATION VIDEO In addition to delivering the concept of our Philosophy Sun, the video performs the processing and interpreting of each of the six areas of innovation for viewers - particularly younger viewers who might not feel comfortable engaging with all of the text in the “expanded” Philosophy Sun, or interpreting the icons of the “condensed” Philosophy Sun. In production, the video prioritizes a format, aesthetic, and vocabulary that is believable and non-abstract so as to be compelling to students, but also generic enough to enable multiple students to see themselves as the characters in the video. To that end, the video uses recognizable and playful figures and shapes. Additionally, it speaks in language that is easily understood by our target audience.
Sp
ac
e
Future Direction By prioritizing a simple means of production, the video requires a minimum of resources, and basic filming and editing abilities (felt figures, a digital camera, a piece of black construction paper for a “stage”, iMovie). To enable the creation of additional movies for the different rays of the Philosophy Sun, scripts for the remaining five episodes have been provided. Ideally, filming these videos could also involve students as well, both in the making of the characters and props and in their actual manipulation within the scene.
Examples Reinventing Space Video
Audience 1
S
Audience 2
P
V
C
Scenario 1
Scenario 2
The video can be shown to students in their classes during lessons that related to understanding ECS’s philosophy.
On the website, the video will inform parents around specific examples of ECS’s six areas of innovation. Additionally, it can be shown to the students of parents potentially interested in sending their child to ECS.
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PHILOSOPHY SUN GUIDELINES Many design elements affect appearance including color, size, placement, and typography. With three versions, it is important to create a consistent look and impression across all communications and formats.
Look & Feel • • • • • •
Clean and simple Easy to understand Informative Organized and comprehensive Representative of ECS’s identity Inspirational
Color Palette RGB: 254, 224, 20
RGB: 247, 232, 188
CMYK: 2%, 7%, 96%, 0%
CMYK: 3%, 6%, 30%, 0%
Hexidecimal: #FDE014
Hexidecimal: #F6E8BB
RGB: 231, 194, 31 CMYK: 11% 20% 100% 0% Hexidecimal: #E6C21F
RGB: 247, 232, 188 CMYK: 3%, 6%, 30%, 0%
ir
da
s Ala
Hexidecimal: #F6E8BB
RGB: 254, 224, 20 CMYK: 2%, 7%, 96%, 0% Hexidecimal: #FDE014
RGB: 231, 194, 31 CMYK: 11% 20% 100% 0% Hexidecimal: #E6C21F
RGB: 254, 224, 20 CMYK: 2%, 7%, 96%, 0% Hexidecimal: #FDE014
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Typeface
The typeface used throughout the Philosophy Sun is ITC Avant Garde Gothic Std. For your convenience Expanded
Regular
Style
Point size
Style
Point size
Style
Point size
Headline
Bold
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Bold
13.5
Bold
10
Subheadline
Bold
10, 8
Bold Condensed
10.5
--
--
Body copy
Book
9,7
Book Condensed
10.5
--
--
Reproduction
Condensed
Using proportionately sized files and appropriate color builds, is recommended to ensure high quality resolution and reproduction of the philosophy sun. When an alternative to color printing is needed, greyscale is recommended.
Size and Layout Alteration Altering and adjusting the individual components within the philosophy sun layout is not recommended as each component is best understood relevant to its position within the visual, and contribution to the whole. Size Due to the varying amounts of text on each version of the Philosophy Sun, the following minimum and maximum sizes will help maintain readability and function. Expanded Minimum: 9x9 in Max: 36x36 in
Regular Min: 8x8 in or 600x600 px Max: 36x36 in or 1000x1000px
Condensed Min: 3 in x 3 in Max: none
Using the sun graphic in additional mediums may require design adjustments. For this purpose, the ECS team has been provided the appropriate files. White Space Each file has been prepared with an adequate amount of white space surrounding the Philosophy Sun. It is recommended that this amount of white space be taken into consideration when using the visual in tandem with other elements such as text, images, or the ECS logo. ECS Logo When using the ECS logo with the Philosophy Sun, it serves as an endorsement and signifier of ECS materials. It is recommended to include the logo at the bottom right side beneath the Philosophy Sun.
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ADDITIONAL RECOMMENDATIONS Keep communications consistent and simple • Incorporate philosophy sun visual into all appropriate channels and communications • Evaluate current communications and consider areas where employing Philosophy Sun may bring alternative resolution • Explore the elements of existing visual cues (such as typefaces, colors, logo use) and develop best practices to signify ECS priorities for parents and other external audiences in the ways they consume content. • Train those speaking from the “ECS” perspective (such as through a Twitter handle) in brand guidelines and an ECS appropriate voice. • Set schedule and develop a management system to more easily track and conduct inventory of communications, review messaging relevancy, and make edits over time.
CONTACT With any questions please feel free to contact any of our team members! • Rachel Albercio, ralberic@andrew.cmu.edu • Elaine Fath, efath@andrew.cmu.edu • Zach Hyman, zlh@andrew.cmu.edu • Jean Marie Sloat, jsloat@tepper.cmu.edu
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