NYA id North Yarmouth Academy GRAPHICS STANDARDS
Version: October 2017
CONTENTS Branding and Graphics Standards Overview Brand Essence & Identity Statement Colors and fonts Logos
Official Logos Tagline Athletics Logos Seal Co-Branding Avoid This
BRANDING & GRAPHICS STANDARDS OVERVIEW
This branding & graphic standards guide for North Yarmouth Academy (NYA) outlines how to project a consistent, uniform, positive and professional image of the Academy. From the Head of School’s office, to athletic teams and the Parents’ Association, the NYA brand must be presented in a clear and consistent manner. To assist with the branding process, Briggs Advertising was engaged in 2009 to work with the Marketing Committee of the Board of Trustees, Admission staff, select faculty, senior staff and the Head of School. This group crafted the Brand Essence, identity statement, and unifying theme, look and feel of NYA’s brand. This document is designed primarily for anyone who needs to communicate information about NYA and articulate its brand. It should provide the inspiration and the rules you need to implement our brand consistently and effectively. These guidelines are to be applied to all uses, whether for advertising, signage, stationery, uniforms, vehicles, web content or the countless other items that carry the NYA brand to the world. Every element of this document is shaped and inspired by the NYA’s Brand Essence.
BRAND ESSENCE & IDENTITY STATEMENT
OPPORTUNITY
CHALLENGE
EXCELLENCE
This Brand Essence is a statement, collection of words, or a phrase that distills the personality of an organization down to its essence. The purpose of this tool is to provide the community with a touchstone or foundation or common starting point for telling stories, designing marketing pieces and making decisions of any kind. The brand essence is not meant to be used directly in any materials; it is something to be mindful of. The brand essence is as follows: Opportunity – because NYA offers a rich variety of opportunities through its program, and each student represents a unique opportunity for development and growth. Challenge – because we push students out of their comfort zone to help them explore new things and support them as they learn about the world, life and themselves. Excellence – because we not only bring excellence to our jobs and community every day, but we focus on helping each individual student achieve his or her own version of excellence.
COLORS & FONTS Fonts:
Helvetica Nueu (TT) Bold This is used for strong emphasis and headlines
Helvetica Nueu (TT) Regular This is used for copy that needs to be set apart
Helvetica Nueu (TT) Light – or Thin This is used for tag lines
Optima Regular This is used for headings
Times New Roman This is used for general copy (letters, correspondence, emails, etc.)
Arial This is used on NYA’s website
Serpentine 125% width This is used for NYA Athletics
Colors: Orange
Pantone 1655c and 1655u
Web Colors: Orange
F24C20 Light Gray
AAAAAA Dark Gray
515151
Black
Black
LOGOS NYA Official Logos
NYA Athletic Logo
NYA Taglines
GO BEYOND Toddlers to students in grade twelve Grow With Us [Lower School]
NYA Seal
Co-Branding In some instances, working with the Communications Department, changes to the logo or seal are permitted. Here are some examples:
Panther Paw Although the panther paw is not part of NYA’s official logo, it is permissible to use it if approved by the Communications Office.
What to Avoid
Stretching – please maintain logo proportions
Fun with color
Fun with fonts