Brand Guide > Index
Centennial Academy
a Brand Guide V1 2
“When you come to Centennial Academy, you get the feeling that you are about to embark on something big.� Daymon Arnold, Assistant Principal
Brand guide index
I. The Centennial Academy Brand
II. The Brand Elements
III. Applications Apparel
Why create a Centennial Academy brand?
4
About our logo
11
Objectives for the brand
5
Our Logo /Tagline
12
Hero Definition
13
Uniforms 22
Logo options 14
Photography 23
Typography 15
Flyers b/w
Colors 16
Stationary 25
Logo on a color
17
Wall quotes 26
for Staff
Do’s and Don’ts
18
Web banners 27
for Students & Parents
Tone of voice
19
Location / Contact info
Who is Centennial Academy? 10 things you need to know Centennial Is
6
10 things you need to know Centennial Isn’t
7
T-Shirts
20
Misc
21
24
Brand attributes 8 Brand essence & proposition Brand experience
9 10
28
for Partners
3
Why create a Centennial Academy brand?
Centennial Academy is on the cusp of great change and opportunity. The community is already discovering the enormous possibility of our new charter and now is the time to boldly communicate our success to the world. During a time when Atlanta Public Schools is making news for all the wrong reasons, Centennial Academy is a beacon for positive change. There has never been a better time to solidify and communicate our fresh vision for what public education can and should be. Our brand identity is central to all our communications and through it we seek to convey an accurate sense of what makes Centennial Academy unique. These guidelines have been produced to help you understand the brand values and to consistently apply our brand identity.
To maintain brand integrity, we ask that all our staff, partners, parents, and vendors follow these guidelines. For questions about this guide, please contact Brand Steward, Mike Dolinger at 404.798.6309, mhdolinger@gmail.com.
4
Objectives for the brand
Brand objectives 1. to develop a brand that communicates Centennial Academy’s unique qualities 2. to create a greater level of school pride and encourage wider participation in school initiatives 3. to provide a single and united message for all school communications 4. to provide an effective identity for all external marketing and fundraising activity 5. to contribute to the local community and assist in attracting investment to our school district 6. to contribute to the long-term brand building exercise, change perceptions, add value, and remain highly visible across the city 7. to enhance Centennial Academy’s reputation as a vibrant and dynamic school that is a great place to learn, teach, volunteer, and work
5
Who is Centennial Academy?
10 things you need to know Centennial Academy is: 1. Atlanta’s newest K-8 charter school 2.
An innovative project-based learning environment with: > a STEAM focus (science, technology, engineering, arts, math) > open, bright pod-style classrooms > an alternative quarter system calendar > professional uniforms
3. Strategically located in Atlanta’s exploding Midtown West neighborhood 4. Part of the Grady High School cluster 5. A close-knit community of positive pioneers 6. The recipient of a $1.5 million grant from the Joseph B. Whitehead Foundation
is
7. A valued educational partner of GA Tech, GA State University, the GA Aquarium, The Coca-Cola Company, Google, and many others 8. One of the best secrets in Atlanta…for now 9. A game-changer 10. A place where kids, teachers, and parents love to be!
6
Who is Centennial Academy?
10 things you need to know Centennial Academy isn’t: 1. just an elementary school any more 2. a traditional classroom environment 3. doing things the same old way 4. a private school 5. dull, lifeless, apathetic 6. helpless or hopeless 7. poor 8. homogenous 9. fake 10. a well-known landmark… yet
isn’t
7
Brand attributes
Welcoming Compassionate Genuine Spirited Fun
Optimistic Determined Dynamic Fresh Eager
Purposeful Thoughtful Intentional Visionary
Adventurous Courageous Inspiring Enterprising Energetic Bold
These characteristics express
Centennial Academy has a buzz.
Centennial Academy is imbued
A school built on innovation
the warmth of the Centennial
New things are happening‌
with a sense of purpose.
with a reputation for doing
family and the openness we
new styles of learning, new
Inspired by visionary leadership,
things differently attracts
have to embrace every student
STEAM focus, new technology,
we are out to build a model for a
educators, parents, and major
and every family from all walks
new teachers, new community
new type of learning experience.
corporate partners who are
of life. We celebrate our diversity
partners, new funding, new
Our thoughtful, intentional
eager to invest their talent and
and invite everyone to enter
uniforms, and many new
approach is a refreshing
resources. Centennial Academy
in with the hope that we will
approaches to things that
departure from traditional
is not afraid to take risks and
experience genuine friendship
haven’t been done before
environments.
boldly make a mark on our city.
and fun along the way.
in a traditional public school
We hope to pioneer a new path
setting. There is a determination
for schools everywhere.
to overcome apathy, financial hurdles, and traditional barriers to change public education for the better.
8
Brand essence & proposition
Brand essence At Centennial Academy, we believe there’s no limit to how far a child can go when they are enveloped in a culture of vision, courage, and discovery. This is the kind of culture that produces everyday heroes, citizens who are not just smart but also brave and kind with a willingness to fight for something or someone who needs their help. The heroes of today can be found in our halls, as our staff, students, parents, and community come together in the home of the heroes, Centennial Academy.
Brand proposition A unique history and a future full of promise has come together to create a school bursting with energy and optimism‌ a place of infinite possibility where we are heroes today, legends tomorrow.
Centennial Academy Essence Poster - 13x21�
9
Brand experience
for Staff
for Partners
The time is right for us to build a thriving, vibrant campus
Centennial Academy is a vibrant school
of urban learning near the heart of Atlanta. By bringing together
full of opportunity near the heart of Atlanta.
our strong sense of identity, adventure, resilience, and warmth,
A spirit of optimism and a real sense of purpose
we are seizing the opportunity to be one of the country’s premier
fills the air, inspiring innovation, creativity, and
public charter schools. Proud of our heritage, we embrace the
change. The Centennial family is energetic,
future to build an even better Centennial. We provide an exciting
welcoming, and determined. We are proud
environment for learning, and a warm welcome to students,
of our school’s past, positive about its future,
parents, and partners. Centennial Academy is the place where
and ready and able to seize new opportunities.
your leadership as one of our students’ heroes today will help
Centennial Academy is the place where you
them become the legends of tomorrow.
can invest in the heroes of today – students, teachers, and parents - so they can become the legends of tomorrow.
for Students & Parents Here, in our strategic location near the heart of Atlanta, is a dynamic school with a big personality. Proud of its heritage, Centennial Academy is alive with possibilities and open to change vibrant, energetic, and exciting. The Centennial family provides a welcome that is genuine and generous, inviting all our students and parents to join in. Centennial Academy is the place where you are valued as a hero today because we are preparing students to become the legends of tomorrow.
10
About our logo
We’ve chosen a bold, innovative logo mark that sparks the imagination and captures all the main characteristics of our brand including: Infinite possibility reminiscent of an infinity symbol, our logo speaks to the sense of endless possibility that we want to instill in our students and stakeholders; we have infinite passion for what we do S.T.E.A.M. focus as a mathematical element, the modified infinity symbol speaks to our unique focus on science (S), technology (T), engineering (E), and math (M) while the symbol itself is an intriguing piece of art (A)
Centennial Academy mark
Foundation and future the two pieces that form into one stand for the future while acknowledging the value of the past; the left part is modified letter C which stands for Centennial and the right half is modified letter P, a nod to our history as Centennial Place Elementary Joy & playfulness like the secret weapon of a superhero, our logo can morph into a mask transforming the wearer with the power of courage, vision, and discovery
11
Our logo/Tagline
Heroes today. Legends tomorrow.
12
Hero definition
13
Logo options
official logo in color
official logo in black
Centennial Academy
OK
Centennial Academy
optional orientation when vertical space is limited
Centennial Academy 14
Typography
FONT NAME
USED FOR
EFFRA medium
logo/messaging/applications
CORE CIRCUS 2D Line1
Centennial Academy
special/headlines
EFFRA medium CAPELLI Plain, Italic
special/”quotes”/dates/names
PRIMARY FONTS
SECONDARY FONTS
EFFRA medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
EFFRA ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
CORE CIRCUS 2d line 1 A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9
EFFRA light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
CAPELLI italic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9
CAPELLI A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9
15
Logo colors
102
PANTONE 速 102 C
0
M 0
Y
95
K
0
R 247 G 229 B 9
306
#f7e509
R 0 G 180 B 229
PANTONE 速 306 C
75
M 0
Y
7
3
#00b4e5
#cac8c9
PANTONE 速 Cool Gray 3 C
K 0
R 202 G 200 B 201
0
M 0
Y 0
substitute color for Cool Gray 3
K 17
7
R 152 G 153 B 153 #98999b
PANTONE 速 Cool Gray 7 C
M
43 35
Y
34
K 1
16
Logo on a color
OK
Correct use of logo on a color or black
17
Do and Dont’s
Centennial Academy
Ok to use Black
OK Centennial Academy
Minimum size Black only when this size is needed
Incorrect use of logo on color - Avoid these combinations
x
x
Do not modify the logo (condense, expand, skew, etc.)
Centennial Academy
too small
Centennial Academy
slight skew
Centennial Academy
condensed
18
Tone of voice
Tone of voice Tone of voice both embodies and expresses the brand’s personality and set of values. It’s about the people that make up the brand – the things that drive them, their loves and hates, and what they want to share with the world. Tone of voice is an expression of a company’s values and way of thinking.
> It builds trust > It can be used to influence and persuade
Key words are often used to identify and express the values needed to communicate to its audiences.
Key words for Centennial Academy:
Courage Discovery Vision
STEAM Heroes Leaders
examples:
Apple: innovate, inspire, dream Red Bull: adventure, try, adrenaline
19
Applications / Apparel
OK RULE
x
If logo and name can be easily read OK to use logo on color
Primary logo colors on black or white shirts are our preferred choice
AVOID
Light Gray shirts when using primary logo colors - not enough contrast for name to be easily read
OK TO USE
Use white type on Light gray or use a darker gray shirt color for contrast so name can be easily read
20
Applications / Misc
“ATLANTA NEEDS MORE HEROES”
Mug Concept
21
Uniforms
22
Photography
High resolution photos are available on Flickr.com Contact Michael Dolinger at mhdolinger@gmail.com to get the latest link to download photos
23
Official Logo and Optional Orientation
Flyers b/w official logo in color
official logo in black
Adventure
BRAVERY
Creativity
Centennial Academy
Honesty
Centennial Academy
This summer, decide what power you will share next year to help make our school better when you return. Bring this sheet with you on the first day of school.
Laughter
Circle your favorite three:
Adventure
Creativity
Leadership Compassion TeamWork
Honesty
RESPECT
BRAVERY
Laughter
Leadership Compassion TeamWork
optional orientation when vertical space is limited
Centennial Academy
KINDNESS
Invent your own:
Name
KINDNESS
Grade (in August 2014)
RESPECT
sample flyer
flyer template for black printing / copying use for events, announcements, etc.
24
Stationary
Mrs. Allison Shelton, Principal
Heroes today. Legends tomorrow. 531 Luckie Street, N.W. Atlanta, GA 30313 main: 404.802.8550 fax: 404.853.4089
letterhead
www.centennial.academy
Mrs. Allison Shelton, Principal
Heroes today. Legends tomorrow. 531 Luckie Street, N.W. Atlanta, GA 30313 main: 404.802.8550 fax: 404.853.4089
www.centennial.academy
2nd sheet
25
Wall quotes
“Dream IF you CAN
IT,Y U Can DO IT WALT DISNEY - ENTERTAINMENT ICON
”
“Education is the Most Powerful
Weapon which you can use to change the
w rld” NELSON MANDELA - CHAMPION FOR PEACE
The time is ALWAYS RIGHT TO
D
WHAT IS RIGHT MARTIN LUTHER KING JR. - CIVIL RIGHTS CHAMPION
26
Web banners
Rotating banner images for website
27
Location / Contact info
office
404- 802-8550 fax
404-853-4089 or
or
531 Luckie St NW, Atlanta, GA 30313 email
info@centennial.academy website
or
www.centennial.academy
28