CENTENNIAL BRAND GUIDE
TABLE OF CONTENTS
V E S C E N T E N N I A L LO GO
2
LO G O P L AC E ME N T
3
BUSI N ESS C A R DS
4
STAT I ON E RY 5 COLOR PA LE T T E
6
T YP OG RA P H Y 7
1
T YP OG RA P H Y I N U S E
10
P HOTOG RA P H Y MO O D
11
P HOTOG RA P H Y I N U S E
12
G RA P HI C E L E ME N TS
13
HERRI N G BO N E E L E ME NT
14
P RO M OT I O NAL I T E MS
15
VES | BRANDING GUIDELINES
TOC
LOGO
VES CENTENNIAL LOGO
STAND-ALONE LOGO
ALTERNATE LOCK-UPS
100 YEARS OF EDUCATIONAL LEADERSHIP
2 VES | BRANDING GUIDELINES
ONE-COLOR LOGO
LOGO
LOGO PLACEMENT
LOGO ON WHITE
3 VES | BRANDING GUIDELINES
APPROVED USAGE ON COLOR AND IMAGE
On VES garnet
On black
On light gray
On dark gray
On low-contrast image
On color image
LOGO USAGE: BUSINESS CARDS NOTE: THROUGH 2016 THE CENTENNIAL LOGO SHOULD BE USE ON ALL PROMOTIONAL ITEMS.
APPROVED SUBSTRATE COLORS: GARNET (FRONT), WHITE (BACK)
V I R G I N I A E P I S C O PA L S C H O O L 4 0 0 V E S R O A D · LY N C H B U R G , V I R G I N I A 2 4 5 0 3 V E S .O R G
CATHERINE HUNTER VARNER DIRECTOR OF M A R K E T I N G & C O M M U N I C AT I O N S
V I R G I N I A E P I S C O PA L S C H O O L
FRONT OF CARD
4 VES | BRANDING GUIDELINES
cvarner@ves.org 434-385-3600
BACK OF CARD
LOGO
LOGO USAGE: STATIONERY NOTE: THROUGH 2016 THE CENTENNIAL LOGO SHOULD BE USE ON ALL PROMOTIONAL ITEMS.
APPROVED SUBSTRATE COLORS: WHITE
V I R G I N I A E P I S C O PA L S C H O O L 4 0 0 V E S R O A D · LY N C H B U R G , V I R G I N I A 2 4 5 0 3
V I R G I N I A E P I S C O PA L S C H O O L 4 0 0 V E S R O A D · LY N C H B U R G , V I R G I N I A 2 4 5 0 3
CATHERINE HUNTER VARNER D I R E C T O R O F M A R K E T I N G & C O M M U N I C AT I O N S
100 YEARS OF EDUCATIONAL LEADERSHIP
100 YEARS OF VES.ORG 4 0 0 V E S R O A D · LY N C H B U R G , V I R G I N I A 2 4 5 0 3
EDUCATIONAL LEADERSHIP
LETTERHEAD & ENVELOPE
5 VES | BRANDING GUIDELINES
CORRESPONDENCE CARD & ENVELOPE
LOGO
COLOR
COLOR PALETTE
PRIMARY COLOR PALETTE
SECONDARY COLOR PALETTE PMS 506 37c 85m 68y 43k 109r 44g 50b
PMS Cool Gray 9 56c 47m 44y 11k 116r 118g 121b
PMS Hexachrome Black 56c 47m 44y 11k 116r 118g 121b
PMS 110 17c 31m 100y 1k 216r 170g 0b
PMS 5753 59c 43m 89y 28k 37r 93g 56b
PMS 1805 21c 97m 91y 12k 209r 42g 47b
PMS 7765 30c 21m 100y 0k 187r 179g 50b
PMS 166 4c 82m 100y 0k 231r 83g 0b
PMS 616 19c 15m 60y 0k 210r 199g 128b
PMS 7403 5c 15m 57k 0k 242r 211g 131b
PMS 5483 68c 31m 36y 2k 88r 144g 152b
PMS 506 37c 85m 68k 43k 109r 44g 50b
PMS 5493 53c 23m 29y 0k 126r 168g 173b
PMS 7522 22c 66m 68k 7k 186r 105g 84b
PMS 5523 28c 10m 16y 0k 183r 206g 207b
6 VES | BRANDING GUIDELINES
ADDITIONAL GRAYS
PMS 7590 15c 29m 36y 0k 215r 180g 158b
PMS Cool Gray 11 65c 57m 52y 29k 85r 86g 90b
Grayscale: 80% black
PMS Cool Gray 10 61c 53m 48y 19k 100r 101g 105b
70% black
PMS Cool Gray 9 55c 47m 44y 10k 119r 119g 122b
60% black
PMS Cool Gray 8 48c 40m 38y 4k 138r 138g 141b
50% black
PMS Cool Gray 7 43c 35m 34y 1k 153r 153g 154b
45% black
PMS Cool Gray 6 35c 29m 29y 0k 169r 168g 169b
35% black
PMS Cool Gray 5 31c 25m 26y 0k 179r 178g 177b
30% black
PMS Cool Gray 3 21c 17m 17y 0k 202r 200g 199b
30% black
TYPE
TYPOGRAPHY
PRIMARY FONT / HEADLINES & CALL-OUTS
SECONDARY FONT
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!#$%
ABCDEFGHIJKLMNOPQRSTUVWX 1234567890#$%
Gotham Light / All Caps
Rufina Regular / All Caps (glyph numerics)
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!#$%
AaBbCcDdEeFfGgHhIiJjKkLlMmNn 1234567890#$%
Gotham Medium / All Caps
Rufina Regular (glyph numerics)
PRIMARY FONT / BODY TEXT
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo 1234567890!#$% Gotham Light
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo 1234567890!#$% Gotham Book
7 VES | BRANDING GUIDELINES
AaBbCcDdEeFfGgHhIiJjKkLlMmNn 1234567890!#$% Rufina Italic (glyph numerics)
TYPE
TYPOGRAPHY
ALTERNATE PRIMARY FONT / HEADLINES & CALL-OUTS
ALTERNATE SECONDARY FONT
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!#$%
ABCDEFGHIJKLMNOPQRSTUVWX 1234567890#$%
Arial Light / All Caps
Georgia Regular / All Caps (glyph numerics)
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!#$%
AaBbCcDdEeFfGgHhIiJjKkLlMmNn 1234567890#$%
Arial Bold / All Caps
Georgia Regular (glyph numerics)
ALTERNATE PRIMARY FONT / BODY TEXT
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo 1234567890!#$% Arial Light
8 VES | BRANDING GUIDELINES
AaBbCcDdEeFfGgHhIiJjKkLlMmNn 1234567890!#$% Georgia Italic (glyph numerics)
TYPE
TYPOGRAPHY IN USE
HEADLINE LOCK-UP EXAMPLES
GET READY
F OR
AN INCREDIBLE JOURNEY
Upper: Gotham Medium / tracking: 70 / leading: 34 (size: 37pt)* Lower: Gotham Light / tracking: 60 / leading: 23 (size: 23pt)*
LYNCHBURG, VA IS YOUR H O M E , THE W O R L D IS YOUR CLASSROOM. Sans: Gotham Light & Medium / tracking: 50 / leading: 16 (size: 12pt)* Ital: Rufina Italic / tracking: 120 (size: 16pt)
Ital: Rufina Italic / tracking: 100 (size: 14pt)
A SCHOOL
ON THE RISE Upper: Gotham Bold / tracking: none (size: 20pt)
Lower: Gotham Bold / tracking: none / leading: 31 (size: 37pt)*
SUBHEAD EXAMPLES CHAIRMAN’S LETTER Rufina tracking: 300 (size: 12pt)
CHAIRMAN’S LETTER Gotham Bold tracking: 200 (size: 9pt)
9 VES | BRANDING GUIDELINES
CHAIRMAN’S LETTER Gotham Bold tracking: none leading: 18 (size: 18pt)*
There is only one VIRGINIA EPISCOPAL SCHOOL. Rufina Italic tracking: 50 (size: 11pt)
Gotham Medium tracking: 50 (size: 11pt)
V E S AT H L E T I C S Rufina Italic tracking: 150 (size: 10pt)
Gotham Light tracking: 150 (size: 10pt)
* size leading proportionally to type
TYPE
TYPOGRAPHY IN USE
BODY COPY
SIDEBAR
INTRO
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum malesuada maximus lobortis. Nulla facilisi. Vivamus ut dui ipsum. Vestibulum erat eros, rhoncus non leo nec, congue commodo quam. Ut imperdiet vulputate ipsum, nec elementum nunc consectetur sit amet. In id metus ligula. Nulla imperdiet venenatis eros. Fusce feugiat, tellus non tristique cursus, est mauris lobortis orci, vel fringilla odio est et velit.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibul malesuada maximus lobortis. Nulla facilisi. Vivamus ut dui ipsum. Vestm erat eros, rhoncus non leo nec, congue commodo quam.
LOREM IPSUM DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT.
Gotham Light tracking: none / leading: 12 (size: 10pt)*
Gotham Light tracking: none / leading: 13 (size: 9pt)*
VESTIBULUM MALESUADA MAXIMUS LOBORTIS. NULLA FACILISI. VIVAMUS UT DUI IPSUM. VESTIBULUM ERAT EROS, RHONCUS NON LEO NEC, CONGUE COMMODO QUAM. UT IMPERDIET VULPUTATE IPSUM, NEC ELEMENTUM NUNC CONSECTETUR SIT AMET. IN ID METUS LIGULA. NULLA IMPERDIET VENENATIS EROS. FUSCE FEUGIAT, TELLUS NON TRISTIQUE CURSUS, EST MAURIS LOBORTIS ORCI, VEL FRINGILLA ODIO EST ET VELIT.
Gotham Light tracking: 50 / leading: 15 (size: 8pt)*
CALL-OUTS
100 YEARS AGO, ROBERT CARTER JETT ESTABLISHED “ A S C H O O L
YO U R S E L F A N D L E A R N M O R E
THAT WILL DRAW OUT
A B O U T H OW W E C A N H E L P YO U
THAT WHICH IS F I N E S T .”
AC H I E V E YO U R D R E A M S .
Gotham Light tracking: 50 / leading: 14 (size: 9pt)* Rufina Italic tracking: 120 (size: 9pt)
10
CO M E S E E V E S FO R
VES | BRANDING GUIDELINES
Gotham Light / Medium tracking: 120 / leading: 16 (size: 9pt)*
25
YO U N G A L U M N I C U R R E N T LY P L AY I N G AT T H E C O L L E G I AT E L E V E L
Gotham Light tracking: none (size: 34pt) Rufina Italic tracking: 120 / leading: 9 (size: 8.5pt)*
* size leading proportionally to type
PHOTOGRAPHY
PHOTOGRAPHY MOOD
STUDENTS IN ACTION
11
VES | BRANDING GUIDELINES
CAMPUS DETAILS
PHOTOGRAPHY
PHOTOGRAPHY IN USE
FULL COLOR
DUOTONE
DESATURATED
THE 1916 SOCIETY The 1916 Society comprises donors supporting school priorities with current gifts. Their donations may be designated for any program, or left entirely unrestricted to give the school the greatest flexibility to meet needs as they arise. The VES fiscal year begins July 1 and extends to June 30 annually. VES is pleased to honor the alumni, parents, and friends who make regular gifts to address the school’s day-to-day needs.
68%
2014-15: 68% OF GOAL
$750,000 of $1,100,000 has been raised
VES ALLOWED ME TO PARTICIPATE IN A DRAMA PRODUCTION IN A WAY I WOULDN’T HAVE BEEN
”
ABLE TO BEFORE. BEING STAGE MANAGER FOR THE MUSICAL ENABLED ME TO TAKE PART IN SOMETHING THAT I HAVE ALWAYS WANTED TO DO.”
Lindeman Edgar CLASS OF 2016
14
|
VIRGINIA EPISCOPAL SCHOOL
Bleed at least one side when possible
12
VES | BRANDING GUIDELINES
For use as background for photos and complex graphics
For use as background for overlay
GRAPHIC ELEMENTS
GRAPHIC ELEMENTS
APPROVED DEVICES
“
Oversize quotes
C E L E B R AT I N G 100 YEARS OF E D U C AT I O N A L L E A D E R S H I P.
LOREM IPSUM
Bold, short strokes
Long 1pt. underlines
Hairline dividers
FISCAL YEAR
84% $219,624 1962 Pie chart
13
VES | BRANDING GUIDELINES
Bar graph
$154,454 1971
$140,762 1966
CLASs
DONATIONS
2014
1962 $219,624.00
2013
1963 $112,445.00
2012
1962 $247,377.00
2011
1971 $148,145.00
2010
1950
Chart
$56,899.75
GRAPHIC ELEMENTS
HERRINGBONE ELEMENT
ELEMENT
USAGE
a pLace
OF
EXCELLENCE There is only one vIrGInIa epIscOpaL schOOL. SINCE OUR FOUNDING IN 1916, THOUSANDS OF FAMILIES HAVE
yO U r G U I D e
TO
TRUSTED VIRGINIA EPISCOPAL SCHOOL WITH THEIR CHILDREN. VES IS A SMALL, INTIMATE ACADEMIC COMMUNITY OF V i r gBYiDESIGN, n i a E p i s c o p a l s c h o o l STUDENTS AND RESIDENTIAL FACULTY. OUR STUDENT BODY HAS
100 YEARS AGO, ROBERT CARTER JETT SET OUT TO ESTABLISH “ A S C H O O L THAT WILL DRAW OUT THAT WHICH IS
GeT reaDy
GROWN SIGNIFICANTLY FROM THE EARLY DAYS, AND NOW INCLUDES YOUNG MEN AND WOMEN FROM ALL OVER THE COUNTRY AND THE WORLD. EACH DAY WE LIVE OUT THE VISION OF OUR FOUNDER,
F OR
AN INCREDIBLE JOURNEY
NOBLEST AND FINEST IN EACH STUDENT.”
FOR GENERATIONS, WE’VE BELIEVED THAT INSTILLING STRONG CHARACTER AND NOBLE VALUES IS THE SUREST PATH TO ENSURING
V i r g i n i a E p i s c o pa l s c h o o l Ly n c h b U r G , va
EACH STUDENT IS PREPARED TO FACE COLLEGE WITH CONFIDENCE AND PURPOSE. AT VIRGINIA EPISCOPAL SCHOOL, STUDENTS MAKE THE JOURNEY TOWarD FULL sTaTUre, STRIVING FOR THEIR BEST AND MAKING CONNECTIONS BETWEEN WHAT THEY LEARN AND
FIND
DR. JETT, CONTINUALLY STRIVING, CONSTANTLY GROWING, BUT IN A COMFORTABLE, SUPPORTIVE ENVIRONMENT THAT IN SO MANY
YOUR
paTh
EACH STUDENT AT VES IS ON AN I N D I V I D UA L J O U R N E Y IN SEARCH OF THE PERSON HE OR SHE IS meanT TO be.
WAYS IS HOME.
6:1
STUDENT TEACHER R AT I O
57%
O F FA C U LT Y H O L D A D VA N C E D DEGREES
81%
O F FA C U LT Y LIVE ON CAmpUS
WE’RE NOT JUST OFFERING A SCHOOL. WE’RE OFFERING accepTance INTO AN E N G A G I N G C O m m U N I T Y .
WHAT THEY WISH TO BECOME.
THIS GUIDE BELONGS TO
Border
For use in VES garnet and gray palette, always vertically oriented
14
VES | BRANDING GUIDELINES
We’ve seen students accepted to some of the most prestigious colleges and universities across the United States, including Brown, Cornell, Dartmouth, Duke, UVA, Emory, Princeton, UNC, Vanderbilt, and Yale.
Our role is to help students harness their youthful energy in aspiring to the highest standards of academic achievement, and to help them carve out a meaningful, ethical, productive life—a full life. It’s a role we embrace with awe and determination. Awe of the potential that resides in each individual. And determination that our teaching awakens the very best in each.
Dividing device
VEs COMMUNITY
Small class size means VES teachers get to know students well. Doors are always open in teachers’ offices and homes, keeping an open channel of
Spine
communication for questions and guidance. The trusting relationships which are formed instill self-assurance and provide students the academic and emotional support they need to succeed.
100 years
And as our boys and girls move on to college and OF beyond, a supportive network EDUCATIONAL of VES graduates is ready and LEADERSHIP willing to lend them a hand.
LOGO USAGE: PROMOTIONAL ITEMS NOTE: THROUGH 2016 THE CENTENNIAL LOGO SHOULD BE USE ON ALL PROMOTIONAL ITEMS.
APPROVED SUBSTRATE COLORS: GARNET
FULL COLOR ON GARNET
15
VES | BRANDING GUIDELINES
TWO COLOR ON GARNET
ONE COLOR ON GARNET
LOGO
LOGO
LOGO USAGE: PROMOTIONAL ITEMS NOTE: THROUGH 2016 THE CENTENNIAL LOGO SHOULD BE USE ON ALL PROMOTIONAL ITEMS.
APPROVED SUBSTRATE COLORS: GRAY
FULL COLOR ON GRAY
16
VES | BRANDING GUIDELINES
TWO COLOR ON GRAY
ONE COLOR ON GRAY
LOGO USAGE: PROMOTIONAL ITEMS NOTE: THROUGH 2016 THE CENTENNIAL LOGO SHOULD BE USE ON ALL PROMOTIONAL ITEMS.
APPROVED SUBSTRATE COLORS: WHITE
FULL COLOR ON WHITE
17
VES | BRANDING GUIDELINES
ONE COLOR ON WHITE
LOGO