Franklin Road Academy BRAND GUIDELINES
TABLE OF CONTENTS INTRODUCTION
SECTION 1: INFORMATION & RESOURCES
Communications Protocols, Communications Office Media Relations, Public Relations, Crisis Communication Design, Editorial, And Photography Assistance Stories For Website, News, Or Social Media
1 4 5 6 7
SECTION II: IDENTITY
Our Logo Primary logo Primary Colors Logo Size Protecting our Logo FRA Seal Athletic Logo Alumni Logo
10 11 12 13 14 15 16
SECTION III: UNIVERSITY SYSTEM
Our Brand Materials Stationery & Envelopes Business Cards Name Badges ID Cards Email Signature Promotional Items Uniforms and Team Apparel Spirit Wear
18 19 20 21 22 23 24 25
SECTION IV: ADDITIONAL INFORMATION
Consistency In Written Communications Our Name, Divisions Grade Levels Formal Titles, Titles of Academic Classes Time
27 28 29 30
INTRODUCTION
The FRA brand guidelines document serves as a resource to effectively apply various elements of the FRA brand to our marketing and communications. This toolkit includes guidelines for consistent application of FRA’s brand foundation, logo and visual identity, and business system and is meant to provide a solid and standardized foundation of our materials. Designs developed by internal units of the school, or by outside vendors, must be submitted to the Communications Office to ensure consistency with the brand standards as listed in this document. For questions about the brand guidelines or to request a review of a design, please contact the Communications Office at communications@franklinroadacademy.com or ext. 4558.
1
INTRODUCTION
Brand Goal: The brand will support and enhance FRA’s direct marketing efforts in areas such as recruitment and retention, fundraising, athletics, arts, and events. Why do we need a brand? Every day, people see marketing and communications materials from FRA – billboards, brochures, admission materials, business cards, magazines, website, apparel, etc. All of these represent our school, and consistently applying our brand, visual identity, and style differentiates FRA from other organizations. Why are brand guidelines needed? All of the marketing and communications materials provide particular information. Each piece also projects an overall image of FRA. The visual identity and style guidelines unify our communications and help make the image clear, consistent, and intentional.
2
Section I: INFORMATION & RESOURCES
3
SECTION 1: INFORMATION & RESOURCES Communication Protocols Communication to families should only come from these platforms: · FRA Communications Office · Panther Press · Division Heads/Head of School · Grade Level Chairs
The Communications Office The communications team consists of: Leah Davis Glenn, director of communications Caroline D’Andrea, communications coordinator/graphic designer Kianush Dixon, web developer/photographer The communications team is part of the advancement office, located in the Carriage House. The team leads in the planning, creation, and implementation of the school’s marketing, publications, and media/public relations initiatives and is responsible for FRA’s brand management goals, standards, and processes. The work of the communications office includes consultation on and implementation of media events and news releases; external marketing plans; communications and public relations initiatives; creation of brand standards; creation and oversight of external advertising; creation of print projects and publications for all divisions; crisis communications; editing, writing, proofreading, photography, and graphic design services.
4
SECTION 1: INFORMATION & RESOURCES The Communications Office cont. To submit a request for a project, please fill out the Marketing Project Request Form on the faculty/staff portal. To request assistance with an idea for a project, media story, event, etc., please contact us at communications@franklinroadacademy.com or call ext. 4558. Panther Press The Panther Press is a weekly newsletter that goes out to our entire community on Thursdays. If you have an announcement, student accolade, etc., that you would like to have added 路 Send information to Leah Davis Glenn (glennl@franklinroadacademy.com) by noon on Wednesday. 路 Distinguish if the information pertains to the whole community (all-school) or if it is division specific 路 Be as thorough as possible 路 Items may be edited or condensed
Media Relations, Public Relations, Crisis Communication All FRA employees must contact the communications office before any information is released to the media concerning internal or external matters that affect FRA. The director of communications serves as the general media spokesperson. If you have a story you would like to have pitched to the media, or if you have a media outlet contact you for a story, please take his/her information and contact Leah Davis Glenn at glennl@franklinroadacademy.com or ext. 4558. 5
SECTION 1: INFORMATION & RESOURCES Media Relations, Public Relations, Crisis Communication cont. In the event of a crisis situation that affects the school, it is critical that the media receive accurate and appropriate information. The director of communications is the contact for all media inquiries and the release of any information to the media. If the media contacts you during an emergency situation, please take the reporter’s name, phone number, and media outlet and contact Leah Davis Glenn at ext. 4558.
Design, Editorial, And Photography Assistance The communications office will help you achieve your goals and ensure your materials are coordinated with the overall goals and strategies of the school. Because of the high demand for project services, requests for projects should be made 10-14 days prior to desired date of delivery. If you have a project that will need to be printed at a high quantity, requests should be made 14-20 days in advance. If you would like to request a project, please click here to access the request form. The communications team uses Basecamp Project Management as a tool for projects, and you will be assigned to-dos and deadlines in order to complete the project by the requested date. Please note: If your project (i.e. two-sided program, invitation) is printed in the communications office, you will be charged for the paper used. The communications team can also assist in editing letters and emails, brainstorming ideas for projects, and photography.
6
SECTION 1: INFORMATION & RESOURCES Design, Editorial, And Photography Assistance cont. If you need assistance with writing or editing of a letter, contact Leah Davis Glenn at glennl@franklinroadacademy.com. Requests should be given 24 hours in advance of the in-hand requested date. If you need photography assistance, send a calendar request with details to Kianush Dixon. Requests should be given at least 48 hours in advance.
Stories For Website, News, Or Social Media The communications office will help you achieve your goals and ensure your materials are coordinated with the overall goals and strategies of the school. Because of the high demand for project services, requests for projects should be made 10-14 days prior to desired date of delivery. If you have a project that will need to be printed at a high quantity, requests should be made 14-20 days in advance. If you would like to request a project, please click here to access the request form. The communications team uses Basecamp Project Management as a tool for projects, and you will be assigned to-dos and deadlines in order to complete the project by the requested date. Please note: If your project (i.e. two-sided program, invitation) is printed in the communications office, you will be charged for the paper used.
7
SECTION 1: INFORMATION & RESOURCES Stories For Website, News, Or Social Media cont. The communications team can also assist in editing letters and emails, brainstorming ideas for projects, and photography. If you need assistance with writing or editing of a letter, contact Leah Davis Glenn at glennl@franklinroadacademy.com. Requests should be given 24 hours in advance of the in-hand requested date. If you need photography assistance, send a calendar request with details to Kianush Dixon. Requests should be given at least 48 hours in advance. As faculty members, you are the eyes and ears for the communications office. If you have an event, class, student accolade, convocation, etc., that you think would be worthy of a website news story, press release, or social media post, please email communications@franklinroadacademy.com and include event name, date, time, location, and brief description. Please note: The communications office serves the entire campus. Please give us at least 24-hours’ notice prior to your event.
8
Section II: IDENTITY
9
SECTION II: IDENTITY Our Logo The FRA logo acts as a signature, an identity, and a stamp of quality. Primary Logo The FRA interlocking logo is the primary logo for all non-academic materials. The logo must not be modified or altered. The text is a graphic, not a typeface. Do not use the logo, or any part of it, in narrative copy. If using copy with the logo, the text must be even with the middle of the logo or lower.
Franklin Road Academy
Franklin Road Academy
Text may not be in line with the top of the logo.
Franklin Road Academy
Franklin Road Academy
If you are producing materials (posters, signage, etc.) that include the logo, it must be approved by the communications team before printing. If you have any questions about usage of the logo, or if you would like to make sure your usage is within our brand standards, please email communications@franklinroadacademy.com. 10
SECTION II: IDENTITY Our Logo cont. Primary Colors The logo may be used in two colors – PMS 289C or White – or in black, only if it is a black/white document.
11
SECTION II: IDENTITY Our Logo cont. Logo Size When using the logo, it should live comfortably and clearly as an identifying mark on the document. If using text with the logo, the text should NOT be larger than the logo.
GO PANTHERS! The logo should never be smaller than 1 inch wide in text or 175 pixels in digital form.
>1� or 175 px
12
SECTION II: IDENTITY Our Logo cont. Protecting Our Logo To ensure consistent use of the logo, here are some examples of practices to avoid.
13
FRA
Do not use the old logo with the line underneath the interlocking letters.
Do not alter or replace the typefaces of the logo.
Do not rotate the logo.
Do not crop the logo.
Do not use colors other than those mentioned in this document.
Do not stretch, skew, condense, or change the logo in any way.
SECTION II: IDENTITY Our Logo cont. The FRA Seal The FRA seal is the official academic symbol of our school. Its use is limited to documents of formal, academic, or official nature, including diplomas, transcripts, and academic programs.
The color seal or the three-color seal (with gray) is NOT to be used. The seal should be used only in the colors PMS 289 C or black. If you are producing materials (posters, signage, etc.) that include the seal, it must be approved by the communications team before printing.
If you have a question about the seal and its usage, email communications@franklinroadacademy.com. 14
SECTION II: IDENTITY Our Logo cont. Athletic Logo The Panther Head is to be used only for athletics. It is not an acceptable substitute for the primary interlocking logo or on academic documents.
If you are producing materials (posters, signage, etc.) that include the Panther Head, it must be approved by the athletic director before printing. If you have questions about the athletics logo and its usage, email Kris Palmerton at palmertonk@franklinroadacademy.com.
15
SECTION II: IDENTITY Our Logo cont. Alumni Logo The alumni logo is only to be used for alumni communications or events. This logo should be prominently displayed on appropriate publications and documents and must be reproduced from authorized, original digital files. In printed materials, the logo must not be skewed, placed at an angle, or otherwise distorted.
If you are producing materials that include the alumni logo, it must be approved by the alumni relations director and/or the advancement director prior to production. If you have any questions about the alumni logo and its usage, email Leigh Brown at brownl@franklinroadacademy.com.
16
Section III: UNIVERSITY SYSTEM
17
SECTION III: UNIVERSITY SYSTEM Our Brand Materials Stationery and Envelopes FRA has standardized letterhead and envelopes that must be used for official school business. To order letterhead, contact your division administrative assistant.
4700 FRANKLIN PIKE NASHVILLE, TENNESSEE 37220
Franklin Road Academy 4700 FRANKLIN PIKE NASHVILLE, TENNESSEE 37220
4700 FRANKLIN PIKE • NASHVILLE, TENNESSEE 37220 • 615.832.8845 • www.franklinroadacademy.com
18
SECTION III: UNIVERSITY SYSTEM Our Brand Materials cont. Business Cards Standardized business cards must be used for official school business. To order business cards, contact Paige Barnes at barnesp@franklinroadacademy.com.
F R ANKLIN ROAD ACADE M Y 4 7 0 0 F RA N K L I N PI K E • N A S H V I L L E, T EN N ES S EE 3 7 2 2 0
First and Last Name Title
name@franklinroadacademy.com Phone Number | Fax Number
19
SECTION III: UNIVERSITY SYSTEM Our Brand Materials cont. Name Badges FRA faculty and staff must have a name badge for identification. To get a name badge made, contact Paige Barnes at barnesp@franklinroadacademy.com.
FRANKLIN ROAD ACADEMY
FIRST AND LAST NAME
20
SECTION III: UNIVERSITY SYSTEM Our Brand Materials cont. ID Cards Faculty and staff must have an FRA ID card, which will be issued at time of employment. If you need an ID card replaced, contact Mike Hoots, facility management, at hootsm@franklinroadacademy.com.
Faculty
First and Last Name
21
SECTION III: UNIVERSITY SYSTEM Our Brand Materials cont. Email Signature Emails from FRA accounts must have a standard, pre-formatted signature that contains the information displayed below. The font is Book Antiqua at Regular 14 point, and the name is primary FRA blue PMS 289C. The correct FRA logo must be to the left of the signature.
First and Last Name
Title Franklin Road Academy 4700 Franklin Pike | Nashville, TN 37220 Phone Number | emailaddress Contact FRA
You may put a Bible verse or quote beneath the signature. The line must be two spaces below the last line of the signature and must be in Georgia font at 12 point font size. You may use black typeface or PMS 289C. Please note: The Framework link is not to be part of the signature. To incorporate the email signature into your email files, please refer to the electronic version of this document in the faculty portal.
22
SECTION III: UNIVERSITY SYSTEM Our Brand Materials cont. Promotional Items Promotional items provide opportunity to display the FRA brand to a larger, broader audience. On clothing and other promotional materials, the FRA logo or Franklin Road Academy must be the primary graphic.
For assistance in selecting promotional items or clothing, email communications@franklinroadacademy.com.
23
SECTION III: UNIVERSITY SYSTEM Our Brand Materials cont. Uniforms and Team Apparel Unless otherwise approved by the athletic department, FRA blue and white must be the primary colors used in all uniforms. Helmets and caps must also use the interlocking FRA logo or be blank. Apparel or gear that identifies a specific team or the athletic department and is issued or provided to players, coaches, and staff of a specific team must adhere to the school dress and color code and must feature the interlocking FRA logo prominently. All uniforms and apparel donated to players, coaches, or staff members must be approved by the athletic director prior to purchase or distribution. For assistance with uniforms or athletic apparel, email Kris Palmerton at palmertonk@franklinroadacademy.com.
24
SECTION III: UNIVERSITY SYSTEM Our Brand Materials cont. Spirit Wear Spirit wear must be approved by the advancement director prior to purchase or distribution. Apparel may include a background of any color or pattern, as long as the interlocking letters and/or school name is prominent and follows the “minimum size, position & protected� guidelines. If apparel has any form of design pattern, it must not interfere or compete with the interlocking logo or school name.
The Panther Paw is to be primarily used for lower school spirit wear. The image must have four fingers and claws.
25
Section IV: ADDITIONAL INFORMATION
26
SECTION IV: ADDITIONAL INFORMATION Consistency In Written Communications Our Name In referencing the name of the school, use Franklin Road Academy or FRA only. In letters or in publications, spell out Franklin Road Academy the first time the school is named. All subsequent times, FRA is suggested. If you are writing an academic document, using Franklin Road Academy throughout the document is acceptable. Divisions Capitalize division names only if you are referencing the proper name of the division or in a title.
For example: Franklin Road Academy’s Lower School presents
When referencing the division or describing students, do NOT capitalize unless it is the first word of the sentence.
27
For example: Middle school students participated in the play. All upper school students are required to register for classes. Franklin Road Academy’s lower school students donated
SECTION IV: ADDITIONAL INFORMATION Consistency In Written Communications cont. Grade Levels When referring to grade levels, list as follows:
• Pre-Kindergarten, pre-kindergarten, pre-k3, Pre-K3 • Grades 1 – 4, 5 – 8, 9 – 12
*Do not use: pre-K3
When using in a sentence, spell out the grade level for any grade under 10.
For example: Our eighth graders will visit our third graders for a special presentation.
When you can, use “sophomore, junior, and senior” rather than 10th, 11th, and 12th.
For example: The sophomore class will travel to the game.
When referencing students in multiple grades, spell out “grades” and then use numerals.
28
For example: Students in grades 5 – 12 will participate in the service project.
*Do not use: Students in 5th – 12th grade…
SECTION IV: ADDITIONAL INFORMATION Consistency In Written Communications cont. Formal Titles Do not capitalize titles unless it is directly in front of a name as a formal title.
For example: The head of school will be present. The head of lower school, Rick West, will be present. FRA’s Head of School Sean Casey will be present. Prentice Stabler, FRA’s head of upper school, will be present. You will receive your newsletter from your grade level chair.
Titles of Academic Classes Titles of academic classes should not be capitalized unless it is a language or country, it has a numerical item in the name, or in a curriculum list.
For example:
English, French, and geometry are offered this fall. World history and U.S. history are offered in the spring.
Curriculum: Algebra I French I
29
1 credit 1 credit
The Algebra I class will be offered in the summer.
SECTION IV: ADDITIONAL INFORMATION Consistency In Written Communications cont. Time When referencing time, please do not use :00 unless it is in a list setting.
30
For example: The game starts at 7 p.m. 7:00 p.m. – Dinner 7:30 p.m. – Speaker 8:00 p.m. – Dismissal