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LOCAL SCHOOL
GLOBAL COMMUNITY ٩ဋ൞ࢿ
CAIS BRAND GUIDELINES ᇖૌஎൗႯᆾႋ UPDATED 09/2012
LOGO њᇄ Preferred Logo Lockup
Clear Space
The CAIS logo can be arranged in two configurations: as a logo lockup and as separate elements used together. The logo lockup combines the symbol to the right of the logotype.
To prevent other graphic elements from interfering with the integrity of the logo, always maintain the minimum amount of clear space as shown below. (The distance — identified here as “X” — is based on the height of the “I” in the CAIS symbol)
The example below is the preferred configuration that should be applied to all communications whenever practical. Do not modify the design of the logo in any way.
1X
X 1X SYMBOL
FOUR-LINE LOGOTYPE
Separated Elements
Minimum Size
The CAIS logo can also be arranged as separated elements on the same layout. However, both elements must always be used on a given layout.
Do not reduce the logo below the recommended sizes as shown below. When output or reproduction is uncertain (on the web, for example) tend toward a larger logo size to ensure legibility.
1 INCH SYMBOL
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CAIS BR AND GUIDELINES
0.5 INCH
1 INCH
TWO-LINE LOGOTYPE (USE ONLY WHEN LOGOTYPE IS SEPARATED FROM THE SYMBOL)
UPDATED 09/2012
COLOR စ೫ Aside from white, only colors from the CAIS primary and secondary color palettes should be used in CAIS communications. Please refer to this page for all color values, and do not create your own. When using the CAIS logo on CAIS colors, use your best judgement to ensure legibility. Primary Color Palette The logo colors are CAIS Red and CAIS Black. Please reference the listed color values when reproducing the logo in print or on-screen. Only use the 1-color variations in the logo library if the logo needs to be reproduced under practical or financial constraints. Use Pantone® specifications or CMYK process for offset lithography printing. For laser-printed communications use CMYK. On-screen communications (PowerPoint, web, etc.) should always use RGB. The CAIS Firedragons logo can appear in CAIS Black and CAIS Gold on a light background. It is most commonly used in CAIS Gold on a CAIS Black or CAIS Red background, primarily on applications such as sports jerseys, banners and business cards.
CAIS RED PANTONE 187 C:0 M:100 Y:79 K:20 R:196 G:18 B:48 HEX #C41230
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CAIS BLACK C:0 M:0 Y:0 K:100 R:0 G:0 B:0 HEX #000000
CAIS BR AND GUIDELINES
CAIS GOLD PANTONE 117 C:0 M:25 Y:100 K:18 R:214 G:164 B:14 HEX #D6A40E
Secondary Color Palette The secondary colors should be used as a pair of colors (e.g. CAIS Dark Green and CAIS Light Green). Dark colors are great for backgrounds or for text headlines on a white page. Light colors were selected to compliment their dark color counterparts and work best when used minimally as an accent color. Using the light colors for a background is not recommended. Avoid designing a single CAIS communication with every color from the secondary palette. This will help maintain a professional look that best reflects CAIS.
CAIS DARK GRAY PMS Cool Gray 11 C:0 M:0 Y:0 K:80 R:90 G:90 B:90 HEX #5A5A5A
CAIS LIGHT GRAY PMS Cool Gray 5 C:0 M:0 Y:0 K:35 R:180 G:180 B:180 HEX #B4B4B4
CAIS DARK ORANGE PANTONE 7565 C:0 M:50 Y:100 K:15 R:214 G:129 B:25 HEX #D68119
CAIS LIGHT ORANGE C:0 M:30 Y:95 K:0 PANTONE 143 R:283 G:185 B:36 HEX #FDB924
CAIS DARK GREEN PANTONE 5625 C:56 M:34 Y:52 K:15 R:111 G:130 B:115 HEX #6F8273
CAIS LIGHT GREEN C:30 M:0 Y:100 K:18 PANTONE 383 R:160 G:182 B:40 HEX #A0B628
CAIS DARK BLUE C:100 M:68 Y:0 K:50 PANTONE 654 R:0 G:49 B:104 HEX #003168
CAIS LIGHT BLUE C:60 M:16 Y:0 K:0 PANTONE 292 R:89 G:175 B:225 HEX #59AFE1
UPDATED 09/2012
TYPOGRAPHY ϸ݆ᄼ Primary Typeface
Simplified Chinese Typeface
Depot New is the primary typeface for CAIS. It has great legibility and modern, friendly shapes. This typeface comes in a range of styles (italic, bold, light, etc.) to suit all typographic needs. A web version of Depot New is also available for online applications.
Kai is used for Mandarin characters. This typeface is reminiscent of traditional Chinese calligraphy and provides a nice contrast to the modern appearance of Depot New. It is best used as a translation supplement to headline messaging.
For headlines, use Medium in all-capitals. Body copy and call-outs can be set in Light, or in Regular if better legibility is required. Use Italic to emphasize words.
The single font style for Kai is sufficient for all applications. For online applications, text set in Kai should be treated as an image.
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 DEPOT NEW MEDIUM (HEADLINES, ALL-CAPS)
AaBbCcDdEeFfGgHhIi JjKkLlMmNnOoPpQq RrSsTtUuVvWwXxYyZz 0123456789 DEPOT NEW LIGHT (BODY COPY AND CALL-OUTS, SENTENCE-CASE)
Alternate Typeface Trebuchet MS can be used when Depot New is not available. This is a widely-available word processor font that most computers will have. Refrain from using this alternate typeface for major CAIS communications such as advertising, signage, newsletters, business cards, etc.
AaBbCcDdEeFfGgHhIi JjKkLlMmNnOoPpQq RrSsTtUuVvWwXxYyZz 0123456789 TREBUCHET MS
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CAIS BR AND GUIDELINES
UPDATED 09/2012
PHOTOGRAPHY STYLE & GRAPHIC CONSTRUCT നࡀ Photography Style
Graphic Construct
Use full-color images to express the vibrant energy and spirit of the CAIS community. Images should depict a range of school subjects and ages of the students. Although the main subject matter should always involve CAIS students, photos related to educational topics (Science, Art, Mandarin, etc.) should also be used to help tell the whole CAIS story. Pairing images together will also help convey this story.
The CAIS visual language is created by using a graphic construct consisting of a vertical divider line with images and text on either side of the line. This device can be adapted for two, four, or no images. Text should align along the dividing line: flush-left for text to the right of the line, and flush-right for text to the left of the line. Use this graphic construct when creating covers or hero images for CAIS communications. How to create the graphic construct: 1. Select a dark color for the background from the secondary color palette, or use white. 2. Place a vertical dividing line along the center of the layout that begins at the top of the page and ends at the top of the clear space for the CAIS logo (or other graphic element, such as the Firedragons lockup). 3. (Optional) Position images on either side of the vertical dividing line. 4. Typeset words or phrases to pair with the images. 5. (Optional) Add a headline or title.
单词或短语
WORD/PHRASE WORD/PHRASE
IMAGE
单词或短语
IMAGE
WORD/PHRASE
IMAGE
IMAGE
IMAGE
单词或短语
WORD/PHRASE
WORD/PHRASE WORD/PHRASE 单词或短语
IMAGE
单词或短语
WORD/PHRASE 单词或短语
SUB-HEAD/TITLE
HEADLINE OR TITLE 标题或标题
TWO-IMAGE LAYOUT EXAMPLE
单词或短语 WORD/PHRASE
FOUR-IMAGE LAYOUT EXAMPLE
HEADLINE OR TITLE 标题或标题
TEXT-ONLY LAYOUT EXAMPLE
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CAIS BR AND GUIDELINES
UPDATED 09/2012