SPIRE Academy Brand Guide 2024 by SPIRE Academy

ACADEMY

2024

TABLE OF CONTENTS

TABLE OF CONTENTS Importance of a Brand Identity ......................

Mission & Vision ...........................................

Values ..........................................................

Positioning Statement ................................... 10

Bolierplate ................................................... 13

The Divisions of SPIRE .................................... 14

Style Guidelines ............................................ 18

Identity as Text ............................................. 19 Division Names ............................................. 20

Capitalization ................................................ 21 Hyphens and Dashes ..................................... 21 Logo ............................................................ 22

Color ...........................................................

Typography .................................................. 27

Brand Elements.............................................. 28 Photos .......................................................... 30

Templates ...................................................... 32

SPIRE GUIDELINES

IMPORTANCE OF A BRAND IDENTITY

SPIRE Academy will compete with organizations across the

nation and around the globe. Given this dynamic environment, it is increasingly important for us to express a single, compelling voice in everything we do.

To understand SPIRE, these brand guidelines contain our mission, taglines, values, positioning, approach, divisions and identity.

It also provides general guidelines for the visual and verbal

articulation of the SPIRE brand, specific directions for the

application of our logo and other related elements. It also provides an overview of marketing materials, standards and PR guidelines. The totality of the logo, visuals, and words we use to describe SPIRE will enable us to establish and maintain a clear, unified

brand identity, both within the SPIRE community and beyond.

Your brand is what people say about you when you’re not in the room – Jeff Bezos

MISSION

SPIRE Academy, a world leader in personalized development for students, athletes and individuals, transforms passion into purpose while empowering peak performance in school, sport, work and life.

To be an international college preparatory community where students develop their unique potential through scholarship, performance, inclusion, resilience and empathy to become inspired leaders and global citizens.

VALUES

O U R VA LU E S

SCHOLARSHIP

PERFORMANCE

INCLUSION

RESILIENCE

EMPATHY

We approach scholarship with an open and fearless mindset, driven by an unwavering passion for learning.

We strive for excellence, pushing boundaries, and continually improving in pursuit of our goals.

We are strengthened by different perspectives, backgrounds and experiences.

We have an unwavering commitment to achieving greatness by overcoming obstacles and maintaining a positive attitude.

We are empowered by opportunities to support and uplift others.

SPIRE GUIDELINES 2020

POSITIONING STATEMENT

POSITIONING STATEMENT Brand positioning is the “market space” a brand is perceived to occupy in the mind of the target audience. All strong marketing communications programs need to focus on only a few messages to achieve a better impact in an increasingly noisy environment. The brand positioning is the part of the brand identity that management decides to actively communicate to the market.

SPIRE is committed to unlocking an individual’s full potential.

We integrate professional training, education and competition

across a wide variety of sports, disciplines and possible

development of strong minds, strong bodies and strong character.

career paths. Sports is our foundation, but our specialty

Our complex is one of the largest indoor, multi-sport, training and

professional career paths as well. From basketball to esports to

roof and over 800 acres of outdoor recreational space, SPIRE has

training options will eventually include a wide mix of potential

swimming, track & field, lacrosse, soccer, volleyball and wrestling

competition facilities in the world. With 850,000 sq. ft. under our the unique capacity to simultaneously host a boarding school,

- no other Academy can match the diversity of our curriculum

camps, clubs, leagues, tournaments and championship events,

semester programs, but also have the opportunity to experience

been taken to create an unparalleled experience.

offerings. SPIRE student athletes attend boarding school intense clinics and extended training camps.

The “SPIRE Way” places equal focus and extra emphasis on the

no matter the weather or the season. Every consideration has

SPIRE GUIDELINES 2020

BOILERPLATE

BOILERPLATE About SPIRE Academy SPIRE Academy is a comprehensive academic, athletic &

personal skills, college & career development boarding school located within a world class event and wellness complex.

Constructed on more 800+ acres and 825,000 sq. ft. under roof,

SPIRE Academy (spireacademy.com) encompasses five divisions: SPIRE Academy & Camps, an accredited college preparatory

international boarding school and

multi-sport/specialty training and development academy for

9-12 graders and a post grad program; SPIRE Leagues, Clubs

& Professional Teams, including SPIRE Academy affiliated

leagues and club programs: SPIRE Events, a facility and team

that hosts local, national and international tournaments and

events with the NCAA, the Big East, Big Ten and Atlantic 10

conferences, Olympic trials and world championship qualifiers; SPIRE Institute, the research and development arm, studying

performance improvement across multiple disciplines through

corporate affiliations and university relationships; and

SPIRE Fit, a community membership-based fitness, swim,

personal training and health center open to the public.

Sports currently featured on campus include men’s and women’s basketball, esports, lacrosse (men only), soccer, swimming, track

and field, volleyball (women only) and wrestling. 12

THE DIVISIONS OF SPIRE

ACAD As the foundation of SPIRE, the Academy is where training, performance and

education lives within four integrated

priorities: academics, passion (i.e. sport),

THE DIVISIONS OF SPIRE

personal and career development.

CAMPS

ACAD

As an extension of our Academy, student athletes can experience an academy

training atmosphere that focuses on

sport-specific development, performance

training, mental skills acquisition and nutrition planning.

THE DIVISIONS OF SPIRE

ACADEMY ACADEMY LEAGUES, CLUBS FIT AND TEAMS

In an effort to provide aspiring student

Our passion for excellence extends

beyond world-class destination programs,

athletes the most opportunity to reach

tournaments and events. We are also

with organizations across the nation to

We offer memberships and personal training

include everything from league support

and strive to fulfill their own personal goals

their peak potential, we’ve partnered

deliver The SPIRE Way. Our relationships

to ownership of clubs, leagues and

committed to the well-being of our community.

so everyone can enjoy the SPIRE experience

and objectives.

professional teams.

EVENTS Our facilities are world-class in size and

The Institute is our real-world lab and

team who is exceptionally experienced.

research, development and healthcare

resilience with an event management

Our multi-sport tournaments and events are where we connect the local, national and global community to SPIRE. 16

ACADEMY ACADEMY INSTITUTE exists at the forefront of innovative

to support aspiring professionals across multiple disciplines.

STYLE GUIDELINES

IDENTITY AS TEXT

STYLE GUIDELINES Follow the Associated Press Style Guide

(http://www.apstylebook.com) for grammar,

punctuation and language guidelines since it

appeals to a more international audience.

Consistency in referring to SPIRE and its divisions in text is critical in maintaining a strong identity. Correct usage of capitalization, style

and naming all impact the identity for SPIRE. Organization Name: SPIRE Academy

To unify all the divisions and programs within the organization,

we refer to SPIRE Academy as SPIRE. Reference SPIRE Academy in

formal communications the first time the organization is mentioned,

and then use SPIRE after. The simple name SPIRE unifies all entities into a single, powerful brand.

DIVISION NAMES, CAPITALIZATION, HYPHENS AND DASHES

DIV ISION NAMES CAPITALIZATION

HYPHENS AND DASHES

Always capitalize SPIRE.

Use sparingly, and to avoid confusion.

Capitalize Academy, Camps, Leagues, Clubs and Teams, Events, Fitness and Institute whenever referring to

SPIRE, even though the word SPIRE may not precede it.

ACADEMY ACADEMY CAMPS

Only use SPIRE in front of the divisional names

(ie. SPIRE Academy, not SPIRE Training Academy).

LEAGUES

ACADEMY ACADEMY CLUBS ACADEMY INSTITUTE ACADEMY

FIT

ACADEMY ACADEMY TEAMS

Do not hyphenate words beginning with non, except if

there is a proper noun. Ex. non-boarding, non-American

Do not hyphenate student athlete or student trainee. Do not place a hyphen between the prefixes on, off, pre, etc.,

and nouns or adjectives, except before proper nouns, but

avoid duplicated vowels or consonants. Ex. on site; off site; pre-enroll.

Specific to on site and off site: It is correct to say,

“the staff is on site,” just as you would say “The staff is on location.” To create an adjective, hyphenate the words.

Ex. “We need to get an on-site inspection.”

logo

PRIMARY LOGO

LOGO

logo size

The SPIRE mark concept of movement and change, of training and education with philanthropic underpinnings, should be embraced and reflected in

C L E A R S PAC E

all SPIRE branding applications. The SPIRE logo can only be reproduced in the following color palettes located

MINIMUM SIZE

SECONDARY LOGO

on page 26.

ACADEMY

x x

.95in

.5in

LOGO

logo do’s

LOGO

logo don’ts

Don’t stretch and/or compress

Gradient

Don’t change the gradients in color or direction

Logo must have “SPIRE” except for icons.

Don’t change the colors

“SPIRE” should only be in black or white

Don’t move “SPIRE”

Don’t place the logo inside a box 25

COLOR

color S O L I D C O LO R S

TYPOGRAPHY

type GRADIENTS Primary Gradient

The font family used in all SPIRE website media communications

Alternative Typography

is Raleway and Noto Sans. The primary weight is regular.

The font family used in all SPIRE print media communications

The headers should be in Raleway. The body copy should be

is Arial. The primary weight is regular, bold, italic.

in Noto Sans.

Red #b8252b

R: 184 G: 37 B: 34

C:19% M:98% Y:93% K:10%

Pantone: 2035 C (alternative 1805 C)

Black #000000

Red to Silver Secondary Gradient

R: 0 G: 0 B: 0

C: 0% M: 0% Y: 0% K: 100% Pantone: 19-0303 TCX

Silver #9ea2a5

R: 158 G: 162 B: 165

Red to White

Black to White

C:4% M:2% Y:0% K:35% Pantone: Cool Gray 6 C

Silver to White

Gold #b79454

R: 183 G: 148 B: 84

C: 28% M: 39% Y: 77% K: 4% Pantone: 465 C

Knockout 67(accent) Knockout 67(accent)

THE SPIRE WAY 26

THE SPIRE WAY

THE SPIRE WAY 27

BRAND ELEMENTS

brand elements These lines are to be used in background as an accent element to provide depth and character

PHOTOGRAPHY

photos Image style plays a critical role in developing a vivid and meaningful identity for SPIRE. Our images will show natural, real-life people and situations. We’ll leverage the iconic athlete regardless of skill level, as well as our leadership team.

TEMPLATES

templates The SPIRE brand is implemented on stationary and electronic mediums in a way that displays the professionalism and innovation that the organization is known for. Each piece is created with a clean and modern look that allows for easy reading, print and distribution. Brand colors and similar characteristics are used throughout in order to build audience recognition of the brand.

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