Brand Identity Book
Created for The Mount Saint Joseph AcademyFull
The Logo & Usage
The Mount’s logo combines two elements: the logomark, and logotype. These elements may be changed according to the variations guidelines in this brand book.
Used consistently, these guidelines will reinforce public awareness of the association.
Black & White
Sometimes, often due to production costs, only one color of ink is available and so the logo must be reproduced using only one color. In this scenario, the logo, logotype, or symbol must be used following the convention of using a light color type on a dark background or in a dark color type on a light background.
The logotype and the symbol must be clearly distinguishable from the background color.
You must honor the logo palette when possible, using black or white if necessary.
Brand guidelines for The Mount Saint Joseph’s Academy 2 3
Logomark Logotype
Logo
RULES APPLY TO ALL LOGO VARIATIONS
Logo Construction & Clear Space
The logo requires separation from the other elements around it. The space required on all sides is roughly equivalent to the height of the logo type. It never should be less than that. The logo must always fit into the clear space area and can not be intervened by other graphical elements which could hinder legibility of the brand.
Please note that text or pictorial figures which have strong impact or impression should not be placed near the logos even though you keep the isolation area blank.
Whenever you use the logo, it should be surrounded with clear space to ensure its visibility.
Minimum Logo Sizes
There are no predetermined sizes for the logo. Scale and proportion should be determined by the available space, function and visibility. In print & digital uses, the minimum size is 34 mm or 96px width.
Logo: Incorrect Use
Please note: The logo cannot be changed! Although creativity is appreciated please do not alter the logo in any way!
34mm or 96px
DON’T rotate the logo
X X X X X X
Don’t use different colors
DON’T add a drop shadow
DON’T stretch the logo
DON’T outline the logo DON’T add gradients
Brand guidelines for The Mount Saint Joseph’s Academy 4 5
RULES APPLY TO ALL LOGO VARIATIONS
Athletics Logo Construction & Clear Space
The athetics logo requires separation from the other elements around it. The space required on all sides is roughly equivalent to the height of the logo type. It never should be less than that. The athetics logo must always fit into the clear space area and can not be intervened by other graphical elements which could hinder legibility of the brand.
Please note that text or pictorial figures which have strong impact or impression should not be placed near the logos even though you keep the isolation area blank.
Whenever you use the athletics logo, it should be surrounded with clear space to ensure its visibility.
Minimum Logo Sizes
There are no predetermined sizes for the logo. Scale and proportion should be determined by the available space, function and visibility. In print & digital uses, the minimum size is 34 mm or 96px width.
Logo: Incorrect Use
Please note: The logo cannot be changed! Although creativity is appreciated please do not alter the logo in any way!
34mm or 96px
DON’T rotate the logo
X X X X X X
DON’T add a drop shadow DON’T stretch the logo
Don’t use different colors
DON’T outline the logo DON’T add gradients
Brand guidelines for The Mount Saint Joseph’s Academy 6 7
Primary Font: Proxima Nova Regular and Bold
In The Mount’s branding, Proxima Nova Regular and Extra Bold is used as the primary font for headlines and body copy alike.
Bold
Secondary Font: Volkhorn Italic
In The Mount’s branding, Volkhorn Italic is used for secondary words in headlines.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
1234567890!Ӥ$%&/()=?;,.:-_
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
1234567890!Ӥ$%&/()=?;,.:-_
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!Ӥ$%&/()=?;,.:-_
Brand guidelines for The Mount Saint Joseph’s Academy 8 9
Volkhorn Italic
Proxima Nova Regular Extra
Typography and hierarchy
In this branding, we use solid and outlined fonts as well as an italics font to create contrast and interest.
Layout, for both print and screen, is one of the most important aspects of graphic design. Designs that extend across multiple pages or screens, whether containing large or small amounts of type, must be carefully controlled in a way that is enticing and easy for all to access.
Main title: Proxima Nova Ex Bold Solid and Outlined
TITLE HEADER
Subheading:Proxima Nova Extra Bold and Volkhorn Italic
Layouts using large heading and using outlined and solid Proxima Nova Extra Bold and Volkhorn Italic.
Body copy:
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat
Brand guidelines for The Mount Saint Joseph’s Academy 10 11
Here are some of the most common techniques for the designs.
Tracking (+100) Left Alignment Leading (-4)
MEDIUM Subheading Left Alignment Tracking (+100) Leading (0)
Proxima Nova Regular Center Alignment Tracking (0) Leading (+12) KEEPING MOUNT SISTERS CONNECTED CALLING ALL ALUMNAE! Don’t miss out on our magazine and event invites! Send your most up-to-date information to us at msjacad.org/stayintouch Share your latest news with your classmates and teachers! Tell us what you’ve been up to at msjacad.org/classchatter FOLLOW US ON SOCIAL AND STAY INFORMED OF ALL THINGS MOUNT! Find your sisters. Find yourself. LinkedIn: https://www.linkedin.com/school/ mount-saint-joseph-academy Don’t forget to add Mount Saint Joseph Academy your profile’s education section so that other alumnae and current students can easily connect with you. You are also invited join the Mount Saint Joseph Academy Alumnae Group. Facebook @mountsaintjosephacademy Instagram: @mountsaintjosephacademy Alumnae Instagram: @msja_alumnae Twitter: @MountStJoseph Ads Layouts using large heading and using outlined and solid Proxima Nova Extra Bold. YOUR PERSONAL TOUR? HAVE YOU SCHEDULED Grad your future Mountie and come visit for a personalized, one-on-one tour of our school with our admissions team. CALL 215.233.9133 TO SET UP YOUR TOUR TODAY.
The Brand Color Palette
The following palette has been selected for use in The Mount’s communications.
A comprehensive color palette has been developed to provide flexibility while creating a unified, recognizable appearance across all communications.
Primary Color
Secondary Color
COLOR CODES
Additional Color
COLOR CODES PMS ---
HEX #F2E697
Additional Color
COLOR CODES PMS ---
HEX #C179B9
Brand guidelines for The Mount Saint Joseph’s Academy 12 13
PMS --CMYK 51 / 7 / 27 / 0 HEX #7EBDA7
CMYK 23 / 49 / 0 / 0
COLOR CODES PMS 2685 CMYK 94 / 96 / 20 / 8 HEX #17005D
CMYK 5 / 8 / 38 / 0
The Checklist
Brand guidelines for The Mount Saint Joseph’s Academy 14 15
Help or Feedback? Best to have a checklist. Then you know you’ve done everything perfectly! 01 THE LOGO Only use approved versions of the logo. Please check that you have respected the minimum size and exclusion zone requirements. The logo should not appear on color backgrounds without being one color. 03 TYPOGRAPHY Use the font Proxima Nova regular and bold weights for all top headlines and smaller subheadings. For smaller words in headlines use Vollhorn Italic. 02 COLOR Please make sure that only your approved colors are used. Thank you! To provide feedback, share informations or seek answers to questions you may have about this brand, please contact: Bonita Huggins Vice President of Communications & Enrollment Marketing Mount Saint Joseph Academy (215) 233-3177 x307 bhuggins@msjacad.org