visual identity guidelines
o. CONTENTS
1. Logo specifics
Logo development Logo styles Minimum heights Spacing
2. Colors
Core palette Sub palettes Over backgrounds
3. Typeface
Typeface details Typeface in use
4. Graphic elements Speech baloons Icons
5. Applications
Business card Cards Corporate stationary Flyer T-shirt
6. Contact
milestone
visual identity guidelines
1. logo specifics
LOGO DEVELOPMENT
milestone
visual identity guidelines
Planned review and upgrade.
LOGO STYLES
The main logo can be used with or without the speech ballon icon. Without the ballon frame, it can be used in vertical or horizontal forms. Also, in case of extremely small prints (under 5mm) a simpler version of the trademark can be used, as long as the print resolution is equal or greater 150 dpi.
Minimum heights
Below are the minimum heights of the logo to be used for print and screen. Also, it is specified the minimum height for extreme reduction.
30mm
12mm
Icon version (extreme reduction - min. 5mm)
spacing
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visual identity guidelines
Icon version with wordmark (extreme reduction - min. 5mm)
As shown, our logo must always have clearance space surrounding it to ensure that no other graphics, colours, logos or type interfere with it.
2. colors CORE PALETTE
Below is the institucional brand color palette. It is composed by black, grey, blue and white. Grey color can be used as neutral colour to graphic elements, backgrounds, body texts, footer, etc, if needed, as long as the copy and information is clear and legible.
C 0 M 0 Y 0 K 100
R 0 G 0 B 0 # 000000
C 55 M 47 Y 46 K 12
R 118 G 117 B 118 # 767576
C 76 M 60 Y 0 K 0
R 79 G 107 B 179 # 4e6bb3
C 0 M 0 Y 0 K 0
R 255 G 255 B 255 # ffffff
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visual identity guidelines
sub palettes
There are two sub palettes used to graphic materials that relate to specific public. The pallete that contain the yellow is used to adults’ material and the one with the red and blue is used to compose children’s material.
C 0 M 0 Y 0 K 100
C 26 M 25 Y 93 K 1
C 0 M 0 Y 0 K 0
R 0 G 0 B 0
R 194 G 174 B 62
R 255 G 255 B 255
# 000000 # c2ae3e
# ffffff
C 0 M 0 Y 0 K 100
C 76 M 60 Y 0 K 0
C 0 M 86 Y 97 K 0
C 0 M 0 Y 0 K 0
R 0 G 0 B 0
R 79 G 107 B 179
R 240 G 76 B 38
R 255 G 255 B 255
# f04c26
# ffffff
# 000000 # 4e6bb3
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over background
visual identity guidelines
Where possible, the logo must appear in full colour. However, if necessary, a white/dark version of the logos can be used on blocks of colour or to improve contrast backgrounds - the horizontal version all in black or white, and the vertical version merging black and white.
3. typeface TYPEFACE DETAILS
FONT PRIMARY Primary font is ADAM.CG PRO (Regular). It is a more ornate typeface, used on the wordmark. It is recomended to use in caps lock form only in headers, sections, etc.
ADAM.CG PRO (regular) abcDEFghijKlmnopqrstuvwxyz 1234567890!?.:; FONT SECONDARY Secondary font is Louis George Café (Regular), and should be used on texts related to the trademark, due to its readability and availability. The Bold form can be used to emphasize key words or numbers and other important aspects.
Louis George Café (Regular) ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?.:; Louis George Café (Bold) ABCDEFGHOJLMNOPQRSTUVWXYZ 1234567890!?.;: TYPEFACE IN USE
MILESTONE’S MISSIONS
Spread a mindset in order to improve the method and make it available for all.
To make people communicate better with others.
Stabilish a longlasting relationship troughout the costumer experience.
milestone
visual identity guidelines
4. graphic elements SPEECH BALLOONS
Icons
textures
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visual identity guidelines
Speech balloons icons can be in patterns or other kinds of compositions to produce graphic materials.
Icons can be used in graphic materials as well, to give information in a ludical way or to illustrate them.
Used to compose with backgrounds or other shapes.
5. applications BUSINESS CARD
0ur business card incorporates the talking balloon as the main visual element. The stroke of the balloon generates a hole in the piece, intending to pass on the idea of “freedom or appropriateness of speech”, one of the core values of the brand.
CARDS
Didactic charts used to apply the Milestone method, which is based on Metacognition.
KNOWLEDGE
“What we know and understand” Interdisciplinarity Traditional (i.e., Mathematics) Modern (i.e., Entrepreneurship) Themes (i.e., Global Literacy)
THINKING WITHIN THE TEXT
izin thes
Syn
ictin g pred
nd
yo be G XT KIN E TE N I TH TH g
G
co m n ak n in ec g ti o n s
Adjusting present undestandings to accommodate new knowledge.
m se on lf it -c o o rin rr g ec a ti nd n g SEA R USIN CHING FO G IN FOR R AND MAT ION
G
G
N
I YZ AL
Thinking about what the writer means but has not started.
RRIN
visual identity guidelines
Connecting the text to personal and world knowledge as well as to other texts.
Noticing aspects of the writer’s craft introducing text structure.
IZIN MAR
Antecipating what may happen next.
INFE
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Remembering important information and carrying it forward..
SYSTEMS OF STRATEGIC ACTIONS
Thinking critically about the text.
AN
t ou ab G T KIN EX IN E T TH TH
Metacognition Growth Mindset
Noticing and using sources of information (meaning, language structure, pholonogical information, visual information).
g iquin Crit
META-LEARNING
“How we reflect and adapt”
Talking action in flexible ways to solve problems or fit purpose and genre.
Checking on accuracy and undestanding and working to self-correct errors.
SUM
Mindfulness Curiosity Courage Resilience Ethics Leadership
Main ta Fluenining cy Reading at a good rate, integrating phasing, pausing, intonation, and stress.
g
Creativity Critical Thinking Communication Collaboration
CHARACTER
“How we behave and engage in the world”
rds
Wo
Using a range of strategies to recognize and take apart words, and understand word meaning.
n
“How we use what we know”
ing
Solv
i st ju ad
SKILLS
21ST CENTURY LEARNER
CORPORATE STATIONARY
folder +
proposta de compartilhamento de recursos
What do you have to say? need want
+ infos: milestone.e.sch@gmail.com
T-SHIRT
milestone
visual identity guidelines
Unisex clothing for adults and children, comfortable and minimalist.
6. CONTACT
PLEASE, CONTACT US!
milestone
visual identity guidelines
If you have any further queries, a general inquiry or would like to request logos, photography or illustration assets, please email milestone.e.sch@gmail.com
milestone visual identity guidelines
