brand identity guidelines
April 2013
This is a guide to the basic elements that make up YES Prep. Have a look – it will help you get to know us better. A Word on Branding
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Identity Components
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Identity Variations
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Identity Examples
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Identity Lock-up
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Identity Clear Space & Minimum
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Color 5 Primary Colors
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Extended Colors
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All Colors & Values
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Identity Formats
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“DO NOT” Descriptions “DO NOT” Examples
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Typography 12 Preferred Typography
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Alternate Typography
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Campus Colors
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Filename Components
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Contact 21
A word on branding. Actually, several words. Our brand expresses who we are and what we stand for through visual and messaging elements that work together for all communications. It’s our personality defined in a way that differentiates us from everyone else. All said in a voice unique to us.
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Brand Identity
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Logotype
Icon
Descriptor Campus
Tagline
Components of the brand identity are: • Icon • Logotype • Descriptor • Campus (or other label) • Tagline
Because of the size of our organization, we have several different versions of the brand identity. Familiarize yourself with them so you know which version to use and how to use it appropriately. 1
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Icon
Logotype
Logotype & Campus
Logotype & Alumni
The stand-alone “y” icon.
The icon with adjacent text.
The icon with adjacent text and
The icon with adjacent text and
campus name underneath.
alumni underneath.
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Logotype & Descriptor
Logotype, Descriptor & Campus
Logotype, Descriptor & Alumni
Logotype & Tagline
The icon with adjacent text and
The icon with adjacent text and
The icon with adjacent text and
The icon and adjacent text with
descriptor, “public schools”.
descriptor followed by campus.
descriptor followed by alumni.
tagline underneath.
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Icon & Campus
Specialty
The icon with campus underneath.
The icon with adjacent text of “teaching excellence” as a specialty instance of the signature.
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The YES Prep brand identity is a valuable asset; treat it nicely. Careful and consistent application as outlined in this document will help build visibility and name recognition over time. 1
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Horizontal versions shown. Vertical versions for each format are available.
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z
Lock it up. The logo is crafted with balance and proportion in mind, and has a lot of moving parts. When utilized together, we need to keep them together, as shown.
Distance between symbol and logotype is equal to “Z”.
x x
z Label text “Southeast” is centered under the lockup.
This is just one example. In general, the other logo formats provided follow the same underlying structure. Do not alter from the arragement, style, color, font, et. al provided. Basically, you can’t touch this.
Height defined by “X”.
Distance from the bottom of “yes prep” and baseline of label text is equal to “X”.
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Let it be. Other elements do not have permission to intrude on the personal space of the YES Prep brand identity, even if they ask permission. No.
x x We’re pretty sure that no organization, ever, has wanted to use their logo smaller, but just in case, there are limits.
Pretty straight forward, right? If other elements come into frame, it will alter the perception of the identity and diminish its impact.
x x
x
Height defined by “X”.
A minimum amount of space equal to “X” must surround the brand identity at all times.
.25 minimum
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Color
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Our colors give us personality.* We have a primary, or “corporate” color, a neutral pair and an extensive secondary palette to brighten things up.
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PMS 281
PRIMARY
* We realize PMS 281 isn’t all that personalbe, fun or attractive . Not to worry, we’ve got an extensive secondary palette you’re going to love. Read on!
PMS 432
PMS 431
NEUTRAL
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The extensive palette really is extensive. We did this because we have such a diverse culture to serve. Many of these colors complement our campus color palettes. 2
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PMS 306
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PMS 186
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PMS 300
PMS 158
PMS 123
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PMS 3125
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VIOLET
REALLY EXTENSIVE
PMS 376
Here’s everything all at once. It’s okay to use “screens” of the respective colors, but use caution when printing below 60%. LIMIT USAGE
PRIMARY
C=85 M=69 Y=22 K=07
R=63 G=73 B=113
80% 60% 40% 20%
C=83 M=64 Y=53 K=30
R=51 G=62 B=72
80% 60% 40% 20%
C=64 M=46 Y=39 K=11
R=92 G=103 B=112
80% 60% 40% 20%
C=100 M=51 Y=1 K=0
R=0 G=92 B=185
80% 60% 40% 20%
C=75 M=0 Y=4 K=0
R=0 G=179 B=227
80% 60% 40% 20%
C=6 M=100 Y=82 K=1
R=207 G=10 B=44
80% 60% 40% 20%
C=0 M=17 Y=90 K=0
R=255 G=198 B=39
80% 60% 40% 20%
C=0 M=60 Y=93 K=0
R=239 G=118 B=34
80% 60% 40% 20%
C=46 M=0 Y=100 K=0
R=130 G=188 B=0
80% 60% 40% 20%
C=91 M=95 Y=0 K=0
R=67 G=0 B=152
80% 60% 40% 20%
C=90 M=0 Y=18 K=0
R=0 G=172 B=200
80% 60% 40% 20%
PMS 281
PMS 432 NEUTRAL
PMS 431
PMS 300
PMS 306
PMS 186
PMS 123
SECONDARY
PMS 158
PMS 376
VIOLET
PMS 3125
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We have logos in every color and every format imaginable. A few of them are shown below. So, go ahead, have some fun.*
* I admit, it’s fun applying logos to all kinds of promotional materials and other products, but you still have to be careful here. It’s all too easy to get carried away. Read on to discover just how much fun you’re allowed.
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“ Do or do not – there is no try.”* Consistency builds brand recognition over time, so clearly there are things you should and shouldn’t do in regards to the brand identity. 1
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Clearspace
Minimum Size
Distortion & Effects
Color
The logo needs adequate space
In certain instances, if the logo is
Do not stretch, italicize, skew,
Do not use colors that are not in the
around it so that clarity is maintained
too small the descriptor text will be
distort, squash or add crazy 3D
approved color palette. If you’re not
at all times.
illegible.
effects to the logo - those are just
sure, ask or just don’t do it.
plain silly.
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Positioning
Labels and Descriptor Text
Context
Rotation
Do not alter the spatial relationships
Do not create new or alter existing
Do not place the logo on an image (or
As fun as it sounds, just don’t.
of the icon, logotype, descriptor text
text within the logo.
portion of an image) or background
or labels underneath the logo.
*S o sayeth Yoda, so sayeth YES Prep. In fact, our Gulfton campus has adopted this quote as one of their internal mantras.
that is too busy.
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Seriously, though. The integrity of the logo should be respected at all times.
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6 GRADUATION PARTY!
Any modification of the brand identity only serves to confuse its meaning and diminish its impact.
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Typography
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Typography is a key element in communicating a unified personality. The type family “Gotham” has been selected for use in the brand identity and gives YES Prep a unique voice. For Print
Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz 0123456789 (.,:;?!@#$%&*)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz 0123456789 (.,:;?!@#$%&*)
BLACK
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz 0123456789 (.,:;?!@#$%&*)
BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz 0123456789 (.,:;?!@#$%&*)
BOOK
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz 0123456789 (.,:;?!@#$%&*)
LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz 0123456789 (.,:;?!@#$%&*)
THIN
The Gotham type family is a modern sans serif font that excels in a broad range of use in applications from large display type to smaller reading text. It should be used in all communication materials whenever possible.
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We realize that the preferred type family isn’t always available. For that reason, we’ve selected Open Sans as the font family for online and other internal communications.
Aa For Internal & Online Use
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz 0123456789 (.,:;?!@#$%&*)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz 0123456789 (.,:;?!@#$%&*)
EXTRA BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz 0123456789 (.,:;?!@#$%&*)
BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz 0123456789 (.,:;?!@#$%&*)
REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz 0123456789 (.,:;?!@#$%&*)
LIGHT
The type family Open Sans has been selected as a secondary typeface and can be used in communication materials including day-to-day correspondence in transmittals, faxes and other MS Office ® applications whenever Gotham is not available.
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Campus Colors
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BRAYS OAKS CAVALIERS
EAST END EXPLORERS
FIFTH WARD TITANS 16
PMS 200
PMS 303
PMS 429
Primary
Primary
COMMON
PMS 283
PMS 505
K
Primary
PMS 200
PMS 303
PMS 283
PMS 429
PMS 505
BLACK
R 195
R 2
R 146
R 163
R 113
R 0
G 4
G 42
G 192
G 170
G 45
G 0
B 48
B 58
B 234
B 174
B 61
B 0
C 16
C 96
C 40
C 37
C 43
C 0
M 100
M 72
M 13
M 27
M 86
M 0
Y 87
Y 52
Y 0
Y 27
Y 58
Y 0
K 6
K 56
K 0
K 0
K 38
K 100
CG5
K
W
GULFTON FORCE
NORTH CENTRAL TRAILBLAZERS
NORTH FOREST LEGENDS 17
PMS 430
PMS 534
Primary
COMMON
PMS 021C
286
Primary
PMS VIOLET
WHITE
Primary
PMS 430
PMS 534
PMS 021
PMS 286
PMS VIOLET
WHITE
R 124
R 28
R 255
R 0
R 65
R 255
G 134
G 53
G 82
G 51
G 0
G 255
B 141
B 94
B 0
B 161
B 153
B 255
C 55
C 98
C 0
C 100
C 90
C 0
M 40
M 85
M 82
M 84
M 100
M 0
Y 37
Y 36
Y 100
Y 11
Y 1
Y 0
K 4
K 27
K 0
K 3
K 2
K 0
CG5
K
W
NORTHBROOK ROCKETS
NORTHSIDE PRIDE
SOUTHEAST WIZARDS 18
PMS 319
PMS 532
Primary
COMMON
K
PMS 300
Primary
PMS 116
PMS 288
Primary
PMS 319
PMS 532
BLACK
PMS 300
PMS 116
PMS 288
R 32
R 28
R 0
R 0
R 255
R 0
G 203
G 31
G 0
G 93
G 206
G 45
B 212
B 42
B 0
B 185
B 0
B 116
C 66
C 81
C 0
C 100
C 0
C 100
M 0
M 73
M 0
M 62
M 18
M 87
Y 21
Y 56
Y 0
Y 7
Y 100
Y 27
K 0
K 68
K 100
K 1
K 0
K 19
CG5
K
W
SOUTHWEST MAVERICKS
WEST 19
PMS 354
PMS 300
Primary
COMMON
PMS 485
PMS 2955
Primary
PMS 354
PMS 300
PMS 485
PMS 2955
R 0
R 0
R 226
R 0
G 175
G 93
G 38
G 55
B 67
B 185
B 28
B 100
C 95
C 100
C 6
C 100
M 0
M 62
M 98
M 78
Y 100
Y 7
Y 100
Y 36
K 0
K 1
K 1
K 28
CG5
K
W
Organization is good. We’ve created a simple system for labeling the files that everyone needs: from t-shirt vendors to internal administrators. Example 1
Example 2
yes_prep_west_horiz_2color.eps
yes_prep_public_vert_2color.eps
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Logotype
Campus or Descriptor
Orientation
Color
If the filetype provided contains “yes
If the filetype provided contains the
Describes the position of the “y” icon
Describes the color assignments in
prep”, then it is at the beginning
campus location, or another type of
in relation to other components of
the file. PMS colors are used when
of the filename. The icon alone is
specific information, it is next in line.
the brand identity.
one spot color is present.
.eps
.jpg
.png
A vector file that can be scaled up or
Most often used for screen or web
Supports high resolution and trans-
down. Vendors most often need this
use, saved in RGB mode.
parency. Most often used for internal
labeled with just a “y”.
version.
communications and MS Office ®.
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Please get in touch before you do something silly. We’re here to help, really. So if something’s missing, or you need another version of the logo for a particular application, get in touch.
Trisha Cornwell
Bo Sims
Director of Communications
Account Manager, Tangelo
281.513.8149
713.229.9600
trisha.cornwell@yesprep.org
info@tangeloideas.com
YES Prep Public Schools
Tangelo
6201 Bonhomme, Suite 168N
2444 Times Boulevard, Suite 300
Houston, TX 77036
Houston, Texas 77005
713.967.9001 phone 713.589.2502 fax
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