STYLE STANDARDS
TABLE OF CONTENTS What is Branding and Why is it Important?.....2 Understanding the Role of Graphics and Style Standards.....3 Who Must Follow Style Standards.....3 Guidelines for Usage of the Logo.....4 Logo Reputation.....5 Font Standards.....5 Color Standards.....7 Spirit Logo.....8 School Crest.....9 Approval Process for all CRD Graphics.....10 Printed and Digital Correspondence.....11 Letterhead and Envelope.....11 Business Card.....12 Notecard and Envelope.....12 Electronic Signature.....13 Social Media Ownership.....13 Standards for Written Material.....14 Quick References.....14
CRD STYLE STANDARDS
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WHAT IS BRANDING AND WHY IS IT IMPORTANT? Branding is the act of leaving an impression. Through design, images, words and graphics it provides the clear, concise, structured thinking needed to create awareness in the minds of distinct market audiences. Branding not only is what an organization shows and tells about itself, it also is what the audience thinks you are. Effective organizations understand that their brand resides within the hearts and minds of all who interact with them. A sampling of audiences for Cristo Rey Dallas includes: • • • • • • •
past, present and prospective students and parents school employees and volunteers alumni and board members job sponsors and service providers individual contributors and foundations colleges and universities other Cristo Rey Network schools
The brand is the total of the experiences and perceptions of all audiences. For this reason, it’s important to recognize that the brand is not just the CRD logo. It is also the unique service proposition that the school provides its families – a Catholic, college preparatory education enhanced by an innovative Corporate Work Study Program to culturally diverse students with economic need. As a sponsored ministry of the School Sisters of Notre Dame, the Cristo Rey Dallas brand must also reflect the core values of the religious community. Additionally, as members of the Cristo Rey Network, partnership with the network confirms credibility and inspires confidence.
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CRD STYLE STANDARDS
UNDERSTANDING THE ROLE OF GRAPHICS AND STYLE STANDARDS Graphic and style standards facilitate communication in a clear and consistent style across channels. Communications from an effectively managed brand • • • • •
identify the sender clearly connect emotionally confirm credibility motivate inspire loyalty
Every publication – electronic or in print – should reflect the culture, identity and mission of CRD. Every communication will have impact on the receiver’s overall impression of the school. When used consistently, the graphic identifier and style standards become the passkey for the brand to be seen, read and remembered.
WHO MUST FOLLOW STYLE STANDARDS Consistent implementation of the Style Standards fosters a greater awareness of Cristo Rey Dallas. All members of the community– faculty, staff, students and others who represent CRD – are responsible for complying with these standards. The director of communications is an in-house resource to ensure that all graphic and style standards reflect institutional guidelines and priorities.
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GUIDELINES FOR USAGE OF THE LOGO Cristo Rey Dallas employs two variations of the official school logo—the main Cristo Rey Dallas College Prep logo—horizontal and stacked. The main logo is appropriately used as a brand stamp on digital and printed materials such as invitations, posters and merchandise. Appropriate uses for the horizontal variation include letterheads, envelopes, and e-mail signatures. The Fire logo is used to communicate student life activities, events and merchandise. The Crest is not an official school logo, rather a branding treatment used only on the school blazer. In all cases, the logotype must always be legible. Do not attempt to customize or modify these logos. Contact the director of communications for the logotype files and with any questions regarding appropriate usage of the logos.
C R D COLLEGE PREP • MMXV
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CRD STYLE STANDARDS
LOGO REPUTATION Cristo Rey Dallas employs logos, graphics, images, and other elements that are the property of Cristo Rey Dallas. The school does not allow the unauthorized use, copying or distribution of protected materials. CRD guards its reputation by ensuring that all logos and graphics are employed according to institutional guidelines. CRD logos and graphics will only appear on suitable products and in appropriate publications. The logos may not be used by any individuals, entities, or other organizations without the permission of Cristo Rey Dallas through the director of communications. The logos should not be typeset or reproduced by means other than with a JPEG, TIFF, EPS, or other file provided by the school.
DO NOT STRETCH THE LOGO
DO NOT CROP THE LOGO
DO NOT CHANGE THE COLORS OF THE LOGO
2 DO NOT TILT THE LOGO
DO NOT ALTER THE SIZE OF ANY PART OF THE LOGO
5 DO NOT CHANGE THE FONT OF THE LOGO
CRISTO REY
DO NOT DRAMATICALLY ALTER THE TRANSPARENCY OF THE LOGO
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FONT STANDARDS The main font family used is Gill Sans.
Gill Sans Light Gill Sans Regular Gill Sans Medium Gill Sans Bold
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CRD STYLE STANDARDS
COLOR STANDARDS The main colors used for the Cristo Rey Dallas logo are blue and gold with black. Orange is used as a complementary color.
Pantone 662 C
Pantone 144 C
C:100 M:94 Y: 24 K:21
C:2 M:54 Y:100 K:0
Pantone 123C
Pantone 662C
C:0 M:23 Y:91 K:0
C:98 M:93 Y:0 K:0
Be aware, when placing the logo on a colored background, that the color of the background does not distract, distort, or clash with the CRD colors. The preferred background color is white.
TAGLINE Taglines are memorable phrases that sum up the brand promise. Use of a tagline can reinforce in the mind of the audience the brand promise. The official tagline for CRD is: The School that Works
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FIRE LOGO The Cristo Rey Dallas Fire logo may appear: • on CRD sports, activity or admissions materials • on CRD team apparel, banners or sports-related equipment
When printing the logo in black, use the black and white version. Leave a cushion of white space around the logo.
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SCHOOL CREST The school crest is reserved for uniform blazers.
C R D COLLEGE PREP • MMXV
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APPROVAL PROCESS FOR ALL CRD GRAPHICS In order for Cristo Rey Dallas to protect its community image, any department, class, club or activity planning to use at the CRD logo, Fire logo or school crest must submit the image to the director of communications to begin the approval process. Promotional or branding items such as T-shirts, posters, invitations, etc., either with or without one of the two approved school logos, also require approval from the director of communications.
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PRINTED AND DIGITAL CORRESPONDENCE LETTERHEAD AND ENVELOPE Below are the Cristo Rey Dallas letterhead and envelope. These are to be used for all outgoing mail. A digital version can be found on the Google Drive.
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214-991-0704
BUSINESS CARD Below are the Cristo Rey Dallas business cards. The front of the card is white and contains all contact information. The back of the card is yellow with the Cristo Rey Dallas website. Business cards are ordered through the director of communications.
NOTECARD AND ENVELOPE Below are the Cristo Rey Dallas blank notecard and envelope. These are to be used for all personal thank-you notes.
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E-MAIL SIGNATURE Your e-mail signature should match the following format: (Name, Title) Cristo Rey Dallas College Prep 1064 N. St. Augustine Dr. Dallas, TX 75217 (Phone) Follow us on Facebook, Twitter and Instagram
(Personal statement/quote, optional)
SOCIAL MEDIA OWNERSHIP Social media sites established in the name of Cristo Rey Dallas – Facebook, Twitter, Instagram, You Tube, and other emerging platforms – are the property of the school. Employees must not use personal sites to conduct the official business of the school, a sports team, or a club. School affiliated sites must display a logo, image or text identification that associates the site with the school. Employees must not initiate school affiliated sites without the expressed permission of the director of communications. The director of communications maintains all passwords to school affiliated sites and platforms used to access or assist the use of social media. Passwords are not to be shared without the permission of the director of communications.
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STANDARDS FOR WRITTEN MATERIAL Cristo Rey Dallas follows the generally-accepted style, usage, abbreviation and usage guidelines published in The Associated Press. Abbreviated sources are available on the Internet. Quick References: Name of the School – On the first reference, use the full name of the school: Cristo Rey Dallas College Prep or Cristo Rey Dallas. On subsequent references, you may use CRD. Do not use “Cristo Rey,” as there are other schools in the Cristo Rey Network also by that name. If using “high school” as part of the name, you must capitalize all words: Cristo Rey Dallas College Prep High School. Unless the “high school” is part of the name, these words are not capitalized. Academic Degrees – To establish credentials, the preferred form is to avoid abbreviations and incorporate the degree into the phrase, such as: Celina Basaldu, who has a master’s degree in guidance and counseling. Always use an apostrophe in the words: bachelor’s or master’s. When used after a name, academic abbreviations are framed by commas: Rhonda Hyde, Ph.D., addressed the audience. Use either the title for an academic degree or the abbreviation, not both. Correct: Dr. Rhonda Hyde addressed the audience. Incorrect: Dr. Rhonda Hyde, Ph.D., addressed the audience. Academic Departments – Always capitalize words that are proper nouns or adjectives, such as the English department. Use lower case for all other references. Examples include: the science department or the department of math. Alumnus, Alumni, Alumna, and Alumnae – Use alumnus when referring to a man who attended CRD. Use alumni when you are referring to more than one man. Always use alumna when referring to a female graduate of CRD. Use alumnae when you are referring to more than one woman. If the reference includes men and women, use alumni. CRD Graduate References – To incorporate the year of graduation with the name of a particular student, use: Ryan Olson, CRD ’19.
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Formal Titles – Formal titles denote a scope of authority. Capitalize formal titles when they precede a name. Correct: Mr. Kelby Woodard, president of Cristo Rey Dallas issued a statement. In general, use lower case and spell out titles when they are not used with an individual’s name. Correct: The president issued a statement. Lower case and spell out titles when offset by commas. Correct: The Reverend Brian Johnson, pastor of Our Lady of Perpetual Help Parish, issued a statement. Religious – Lowercase the word religious when used as an adjective or a noun referring to communities of people in religious life or members of those communities. Correct: Cristo Rey Dallas is sponsored by a religious community of women. Correct: Cristo Rey Dallas is sponsored by the School Sisters of Notre Dame. On the first reference, identify religious by the order or community. Do not use initials. When referring to a person in religious life, either use the title – Sister, Brother or Father – or the community initials, not both.
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cristoreydallas.org
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CRD STYLE STANDARDS