The Westerly Mission:
Develop each child’s full potential intellectually, emotionally, morally and physically. Westerly School provides a challenging educational program that enables students to achieve academic success. The School is committed to building a strong self-concept, personal independence, and social responsibility within a diverse student body. We believe that student involvement in the community and community involvement in the School are fundamental components of a complete education.
Values:
Westerly School was founded upon the belief that every family in our community should have the option of an independent school education for their children. As an independent school, Westerly is free to establish its own mission and vision, its own curriculum, its own faculty, and its own community of families focused on a unique educational experience.
Westerly School maintains these core values: • We believe in nurturing the whole child through a complete education, developing
each individual’s intellectual, artistic, socioemotional, and physical talents. • We believe in illuminating the joys of learning through a balance of project-based instruction that focuses on hands-on experiences and real world connections. • We believe in igniting a lifelong love of learning through a foundation in arts education and creative approaches to teaching and learning. • We believe in celebrating the differences in viewpoint, culture, and capabilities of each individual child. • We believe in engaging students through meaningful service opportunities to illustrate the value of giving back to the community. • We believe in cultivating a strong sense of self and confidence in each student supported by an environment where it is safe to take academic and emotional risks.
The Westerly Brand
The Westerly brand is not just a logo, a tag line, or a color palette; it is about the emotions that Westerly sparks in others through what the school, as a whole, has to offer. These feelings occur when prospective students, parents, and members of the community interact with Westerly in person, in print—through an ad, a postcard, a banner, or on the Internet through the various Westerly sites. The logo mark illustrates all of this and provides a visual reminder for staff to use as inspiration. The W-letter mark is dimensional and dynamic. The dimension represents the depth of experience available to each student. The vertical arms of the W stretch consecutively higher illustrating growth and progress. The arms are angled which gives the entire letter a sense of motion. Our students are moving forward and higher as they become a more integral part of their Community. The typographic part of the logo also contains elements that reflect the Westerly values. The different letters fit together and establish relationships similar to the diverse members of the Westerly family, forming a close-knit community. The liaisons between letters reflect the connections that are made between students, faculty, parents, and the larger Long Beach community. The look of the new Westerly brand is modern and strong. This is conveyed through the use
of smooth curving lines, subtle blends of color, clean san serif fonts, and a crisp color palette. The visual representation of the brand must be consistent. To assist you with this we have developed a Brand Resource Center and these Brand Guidelines. The Westerly brand is much more than the visual elements used to help us communicate. The brand is the way we speak—the things we say as much as the tone in which we say them. It is the way we act and the way we guide the actions of the students. We must fully embrace the brand attributes and Westerly promise so that when we speak about the school and our goals it is natural and most of all consistent. Consistency of message is the most important aspect of building trust in our existing and potential community members. The Westerly brand lives in the hearts and minds of our students and their parents. It must be tended to and protected if it is expected to flourish and grow into a strong and complete representation of the Westerly promise.
Innovative, Friendly, Inclusive Westerly School is focused on the whole “person.” While we are developing a well-rounded student we are keenly aware that each student will leave here and continue their educational journey. Westerly will be a part of the next phase of the journey and the rest of their lives. The skills and impressions made now will stay with these students for the rest of their life. Westerly builds momentum so that our students will be successful in the next phase and throughout their lives. This is the promise we all make to each Westerly student.
Core Essence: Momentum
Momentum alludes to the force to move in a specific direction with knowledge and determination. A good school provides an environment where children feel motivated and become excited about their future. It is not only about the final goal of balance and fullness which may be perceived as static, it is also about how to get there. It is about provoking ambition and effort, inciting energy, enterprise, motivation, spunk, and vitality, the impetus to get-up-and-go, be dynamic, and to take initiative.
How does that translate into an image?
It translates as ideas overlapping and creating new, more dynamic ideas, things intertwined like DNA or mass and velocity. Depth and dimension. Energy. A spark. As an outline. An outline is the beginning of something—an idea born on paper. An outline defines but doesn’t contain, it gives shape but it evolves, grows and changes with time; it demonstrates a beginning with the full potential of the idea in sight. It is a symbol of potential, a sketch of what the imagination can produce.
logo The new Westerly brand is distinguished by the dynamic W letter mark. It conveys ideas of motion, momentum, and escalating growth. The brand is further communicated through the use of a dimensional pattern that can be contained in curving shapes derived from the letter mark. The main design aesthetic of the Westerly brand is a clean, modern look. This is maintained through the use of sans serif fonts, bright colors, and strategic white space. In order to help the brand take root and grow, it is essential that brand caretakers adhere to these guidelines.
Main Logo
The Main Logo is designed with the type stacked and liaisons between the “l” in each word. The “s” in westerly rests on the “h” in school. This form of liaison between letters is a graphic style that is a signature of the Westerly brand. It represents the close-knit Westerly community and the bonds that are made between students, teachers, and the community. Using only lower case and creating connections between letters in other school-related titles is encouraged. For example: hip pocket news.
Horizontal Logo
The Westerly logo has a secondary format which can be used in various applications where vertical space is limited. The word “westerly” uses the dark blue color, and the word “school” uses the light blue color to distinguish the two words. There is no space in between the words “westerly” and “school.”
Logo Variations Color Logo
The Westerly Logo has a full color version of the logo. It begins with the same colors as the Main Logo on the “W,� and uses the colors of the secondary palette to provide a vibrant and multifaceted version of the logo.
White Logo
The White Logo does not make use of subtle gradients and was developed for printing or production process that do not support gradients. A good example of this is the Westerly School uniforms.
Solid Logo
The Solid Logo is used in situations when gradients are not available or a simplified version of the Main Logo is the best solution.
logo specs
Exclusion Zone Do not place anything within this area.
Exclusion Zone
The space around the logo is an essential part of the visual identity. It should never be positioned too close to the edge of a page. As shown, the minimum distance can be measured using the width of the letter “w.� It is important to retain a sense of open space in all applications of our logo. It should never be crowded with text or other logos.
The School Address 2950 East 29th Street Long Beach, CA 90806 Always spell out East. The “th� in the street number is always superscript.
friendly
innovative
inclusive
Tag Line
The tag line, when used as a graphic element is always all lower case.
If the tag line is included or referenced in copy, each word is given an initial cap. Since it is an established tag line, it should be italicized. Innovative Learning For Curious Minds.
Images
Images should always be in color, not black and white or duo tone. The images should exhibit the qualities: innovative, friendly, inclusive.
Do not use the pattern in any configurations other than square or curved.
incorrect usage
Do not alter the color of the pattern.
Do not rotate the logo mark.
Do not alter the colors of the logo mark.
Do not scale the logo vertically or horizontally.
we erly ly westerly school Do not change the ratio of text to the logo mark.
Do not alter the font of the logo.
Do not use against conflicting backgrounds.
Do not reposition the text of the word mark.
Our primary typeface is Numans. It is a modern “grotesque� sans-serif with open forms. It is a friendly, yet formal font, conveying approachability and confidence. When used in a design element, only lowercase letters are used.
type
Our secondary typeface is Helvetica Neue. It is a clean, modern sans-serif which has great clarity and readability. The entire font family is usable, including all weights and italics. *NOTE: An exception has been made for emails. In order to maintain the consistent look of emails across all devices, the web-safe font Arial will be used for the body copy and the signature.
Our tertiary typeface is Lucida Bright. It is a distinctive serifed font with high contrasts, making it lively and expressive. It can be used in regular, bold and italic.
Primary Typeface: Numans ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !?.,;:-’”@#$%&*/( )
Secondary Typeface: Helvetica Neue ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !?.,;:-’”@#$%&*/( )
Tertiary Typeface: Lucida Bright ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !?.,;:-’”@#$%&*/( )
ABCDE abcde ABCDE abcdefg ABCDE abcdef
Primary Color Palette
Westerly School began with a color palette consisting of the school colors of navy blue and white. The new Primary Color Palette expands on the original color palette, introducing shades of gray and lighter, richer shades of blue to provide depth and diversity to the formal, traditional dark blue.
color Secondary Color Palette
The Secondary Color Palette consists of a warmer, contrasting group of colors. The colors are vibrant, energetic and friendly, reflecting the youth and spirit of the school.
Primary Color Palette
C: 7 M: 5 Y: 5 K: 0
C: 17 M: 11 Y: 13 K: 0
C: 100 M: 90 Y: 34 K: 26
C: 85 M: 50 Y: 0 K: 0
C: 70 M: 15 Y: 0 K: 0
R: 234 G: 234 B: 234
R: 210 G: 213 B: 212
R: 30 G: 47 B: 94
R: 28 G: 117 B: 188
R: 39 G: 170 B: 225
PMS: 7541
PMS: 427
PMS: 534
PMS: 660
PMS: 299
Secondary Color Palette
C: 0 M: 80 Y: 95 K: 0
C: 50 M: 100 Y: 0 K: 0
C: 68 M: 3 Y: 26 K: 0
C: 61 M: 0 Y: 100 K: 0
C: 1 M: 22 Y: 89 K: 0
R: 241 G: 90 B: 41
R: 146 G: 39 B: 143
R: 58 G: 185 B: 193
R: 111 G: 190 B: 68
R: 252 G: 199 B: 54
PMS: 1655
PMS: 513
PMS: 7472
PMS: 360
PMS: 123
Main Pattern-Blue
design elements
Main Pattern-Gray Scale
Pattern Curve
100% Used as an accent on collateral.
85% Used as an overlay on photographs or other important art.
65% Used for letterhead and other communication pieces where the pattern appears too dominant in the layout.
50% Used on ancillary communication pieces where minimal pattern is needed. The lowest opacity available without altering the brand color palette.
Blended Bar
sample applications
Stationery
The Westerly stationery firmly establishes the primary color palette. It also makes consistent use of the pattern and the tag line. These elements add dimension to the Westerly brand.
School Uniform
swag and spirit-ware
Gym Uniform
dad
mom
Tee Shirts
.
The Westerly spirit-ware utilizes the letter mark from the main logo and the Wildcat logos. The colors of the tee shirts are taken from the secondary color palette.
wildcat The Westerly Wildcat
The Wildcat Character and the Wildcat Logo Type “spirit marks” are reserved for use in representing Westerly Athletics and other sanctioned entities. The spirit marks should never be used in place of the Westerly School logo or in communications representing the school’s academic efforts. The Westerly Wildcat character is a protected trademark and is never allowed to be customized or altered in any way.
The Westerly Wildcat
The Westerly Wildcat has been created within the definition of the brand qualities. The Wildcat is fierce and determined. His pose captures movement, which is at the core of the Westerly School brand. The Wildcat is wearing a Westerly tee shirt, which gives him a friendly appearance and shows his Westerly spirit. The style of rendering is simple and friendly.
The Wildcat has been rendered in full color, gray scale, and line. The Wildcat Head, Torso, and Paw have been separated from the full body for use on spirit wear, such as sports uniforms, tee shirts, jackets, and bags.
The Wildcat Logo Type
The Wildcat Logo type has been created to accompany the Wildcat character. The logo type is a flowing script font with a strong underline. The Wildcat logo is always set on a 12-degree angle. This angle adds to the sense of movement and relates to the angle found in the Westerly W letter mark.
When used on spirit-wear, the name of the school may be added to the Wildcat logo type. This will be important in the early stages of re-branding.
wildcat swag Suggested design for the Westerly volleyball uniforms. The uniform utilizes the Primary Color Palette while adding accents from the Secondary Color Palette.
The Wildcat Paw Print
The Wildcat paw print will be used on all Westerly sport uniforms and on all swag directly related to the sports teams. The word Westerly or WesterlySchool will be on the back of the uniform or tee shirt.
The Full-Body Wildcat
The full-body Wildcat will be used to represent the overall general athletics program. It will be used whenever Westerly Athletics is mentioned in print.
The Wildcat Head
The Wildcat head will be used as an alternative on spirit ware. This alternative may be directed toward a younger audience.
innovative learning for curious minds