Brand Manual by Teresa Meyer

B R AN D M A N U A L Â© Archbishop Moeller High School 2016

09/30/2016

welcome Welcome to the Moeller Brand Manual – a document intended to unite and inspire remarkable marketing communications that exemplify the core values of the distinguished Archbishop Moeller High School brand. In today’s media-rich world, a consistent brand identity is a powerful and invaluable asset. As we endeavor to educate the whole man (mind, body and spirit, within a community of brothers), so too should our branding reflect the well-rounded, well-spoken individuals who have walked our halls, working tirelessly to develop a reputation worthy of distinction – Men of Moeller. With careful consideration, go forth and... BE REMARKABLE

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table of contents

Section 1 : Brand Positioning & Key Messaging

Section 3 : Brand Assets

Welcome

Colors: Core Palette

Brand House: Introduction

Colors: Extended Palette

Brand House: Definitions

Fonts: Overview

Brand House: Definitions

Typographic System: Core Branding Fonts

Key Messaging: Overview

Typographic System: Font Pairing

Key Messaging: Core Target

Typographic System: Athletic Branding Fonts

Key Messaging: Growth Target

Lines of Distinction

Key Messaging: Secondary Target

Name

Messaging Platforms: Reasons to Believe

Brandmarks

Key Messaging: Against Competitors

Brandmarks: Academic Variations

Fast Facts: Mind

Brandmarks: Color Variations

Fast Facts: Body & Spirit

Brandmarks: Donâ&#x20AC;&#x2122;ts

Fast Facts: Community

Brandmarks: Athletic Variations

Icons

House System (WIP)

Section 2 : Introduction

Section 4 : Brand Activation

The Moeller Manifesto

A word of caution

Moeller Shield Meaning

Examples: Graphic Applications

Historical Significance of the Shield

Examples: Products & Apparel

Examples: Billboards

Examples: Direct Mail

Section 5 : Athletic Brand Activation 80

Examples: Athletic Applications

Questions or Comments

ÂŠ Archbishop Moeller High School 2016

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brand positioning & key messaging SECTION ONE

Â© Archbishop Moeller High School 2016

brand house

INTRODUCTION Our Brand House is a concise summary of the Moeller Brand Positioning and all supporting facets. This is the most important reference tool for the brand, and acts as a lens for developing and guiding all Moeller brand activity. The second component is the Key Messaging Guidelines, providing depth of guidance with supporting information to amplify the Moeller brand experience in all external communication development. These sections will help guide you when developing brand communication on a variety of topics for your various target audiences, focusing your communication on the aspects most important to them, as well as providing the facts and statistics that support the various communication themes.

ÂŠ Archbishop Moeller High School 2016

definitions Our Purpose

Vision/Goal: The Apirational Future State of the Brand.

Our inspirational reason for being. We exist to do X in the world. Benefit

The benefit above all others that we deliver. It is our point of difference from competitors and meets our customersâ&#x20AC;&#x2122; needs in a compelling way as identified in our Key Insight.

RTBs

Proof points that support the Purpose and Benefit to make it believable and make the brand compelling and differentiated in the competitive marketplace.

Target & Key Insights

Target: Core is the key customer segment who will see the true value in our brand experience. Growth is the segment who will deliver the highest potential growth for the brand. v is a critical segment that will bring long-term growth. Key Insights: The insights that can unlock brand growth

How We Act

Our key tenets of behavior

F O U N D AT I O N Beliefs & Values

Beliefs: The core convictions of the brand Values: Beliefs about what is important to the brand that influence behavior

Tone / Persona

The tone of voice and human attitude of the brand

Key Attributes

Functional & emotional characteristics/aspects that always support the brand, and direct brand development, expansion & communication.

Assets

The unique, instantly recognizable visuals, assets or cues associated with the brand

ÂŠ Archbishop Moeller High School 2016

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vision/goal: Our Purpose

Compelling Students to experience the transformative power of M

Forming our Students into Remarkable Men Benefit

We Educate the Whole Man; the Mind, the Body and the Spirit all within a Community of Brothers

RTBs

Target & Key Insights

KEY INSIGHT: Everyone wants to belong and feel connected to an exceptional community CORE: 8th Grade Catholic school boys ( “I want to be like these guys”) GROWTH: Public school moms with 8th grade sons (“I want my son to be his best self”) 5th-7th grade Catholic school boys (“I want to be like these guys”) SECONDARY: Alumni parents/families (“I need a school that matches my high expectations for my son”); Alums (“I want Moeller to be the same great place it was when I went there” and “I want to feel wanted by Moeller”)

How We Act

Inclusive • Courageous • Charitable • Forward Leaning/Adaptive to Change • With Loyalty and Consideration of Others Proud but Never Arrogant • Respectful & Well Mannered • Active Listening

• • • •

Emphasis on Academic Rigor, Tailored Opportunities and Centers of Academic Excellence Spiritual, Intellectual & Physical Growth grounded in the Catholic Marianist Tradition Leadership & Brotherhood instilled through the House System, KAIROS & Service to others A Lifelong Community Bond as Men of Moeller

F O U N D AT I O N Beliefs & Values

Key Attributes

We believe in the Marianist Charism We value the 5 Cs - Catholic Education, Critical Thinking, Community, Compassion & Competition

• • • • •

Relationships with Teachers Strong sense of Family, Brotherhood and Community Blend of Challenges: Academic, Spiritual, Athletic Size of School that supports success (Right Sized) Exceptional Academic preparation & Diverse Opportunities to develop the Whole Man

Tone / Persona

Assets

Humble • Confident • Optimistic • Passionate

VISUAL: Men of Moeller; Navy Blue (PMS 289) and Gold (PMS 116) ; Marianist Cross; M; M Shield logo, Statue of the Blessed Virgin Mary OTHER: House System; 14:1 Student tp Teacher Ratio; International Service Experiences; Non-Profit Management Internship; National Reputation and Recognition; Centers of Excellence: IT, Engineering, Business, Psychology, Art, Special Services

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Moeller Key Messaging : Overview Our Vision : • Compelling Students to experience the transformative power of M • [M=Blessed Virgin Mary, the Marianist Tradition, Men of Moeller, Moral Behavior & Mature Professional Growth] Our Purpose : (internal) • Forming our Students into Remarkable Men Our Target Audiences: All audiences want to feel a sense of belonging, and feel connected to an exceptional community • Core: 8th Grade Catholic School Boys————-Growth: Public School Moms with 8th Grade Sons ———-Secondary: Alumni Parents/Families. Alums. Our Benefit : • We Educate the Whole Man; the Mind, the Body and the Spirit all within a Community of Brothers Reasons to Believe: • Emphasis on Academic Rigor, Critical Thinking, Tailored Opportunities, & Centers of Academic Excellence • Spiritual, Intellectual & Physical Growth grounded in the Catholic Marianist Tradition • Leadership & Brotherhood instilled through the House System, KAIROS & Service to others • A Lifelong Community Bond as Men of Moeller How is Moeller Unique-Our Defining/Key Attributes and Brand Assets: • Our strong sense of family, brotherhood and community; exceptional academic prep and diverse opportunities to develop the whole man; academic, spiritual and athletic challenges; strong relationships with teachers with a 14:1 student:teacher ratio; International and Non-profit management internships; Centers of Excellence in IT, Engineering, Business, Psychology, Art and Special Services; the House System that fosters mentorship, leadership and a strong family spirit Our History and Proven Success: • Average of 96% of Moeller Graduates go on to college. • 65% of the Class of 2016 received scholarships-$21MM total scholarships offered: 464 Academic Scholarships, 69 Arts Scholarships, 18 Athletic Scholarships, 9 Military Scholarships. % of class accepting scholarships: 2013-58%, 2014-59%, 2015-59% • Our graduates have excelled in leadership positions: Pro Athletes, CEOs, State Congress members, and other government representatives.

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Moeller Key Messaging : By Target Audience - Core Target Our Core Target

RTBs that support the benefit

8th Grade Catholic School Boys

Mind • Global education and internship programs - chance to experience different cultures and diverse experiences • Curriculum Centers of Excellence: IT, Business, Art, Engineering, Psychology, and Special Services • Strong curriculum, 20 AP classes • #1 Art program in region • Latest laptops/tablets furnished to each student with tech support

At Moeller, you’re part of a unique brotherhood. A group of guys who become your friends for life. You will have fun. You will be challenged to be your best, and learn about the world in ways only Moeller can provide. Together you will experience a special camaraderie that will help transform your mind, your body and your spirit. When you graduate, you will stand alongside remarkable men - your brothers, the Men of Moeller.

Body • Fun, vibrant competitive athletic program, i.e., house sports competitions • Opportunity to improve and grow physically • 38 OHSAA/Club Athletic Teams • Athletic legacy, 31 state team championships in 7 sports (9/Football, 8/Baseball, 7/Volleyball, 3/Basketball, 2/Lacrosse, 1/Golf, 1/Rugby) • 22 individual state championships Spirit • Active mentoring through our proven House System: lead by a house dean, and smaller mentor groups of 20 students lead by a faculty member; friendly competition between Houses builds camaraderie. • Marianist culture, development through community • Academic camps (before starting high school) • Athletic camps (before starting high school) • KAIROS, a retreat for the senior class • Community service programs

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Moeller Key Messaging : By Target Audience - Growth Target Our Growth Target

RTBs that support the benefit

Public School Moms of 8th Grade Boys

Mind • Student to teacher ratio of 14:1 promoting individualized attention • Curriculum Centers of Excellence: IT, Business, Art, Engineering, Psychology, and Special Services • 20 AP Classes, 18 College Credit Plus Program Courses, 40 AP Scholar Designees, 12 AP Scholars with Honors, 42% Student Participation in AP Classes • Low Attrition rate at 4-8% • 67% of students have a college degree (Class of 2009 data) • 98% matriculation rate for 4 year colleges (can we type these)

Moeller offers a complete education that focuses on developing each student into Remarkable Men, who form a community of brothers. Moeller will help your son excel as both a student and a leader, inside and outside the classroom. At Moeller, we educate the “Whole Man” - mind, body, and spirit - because each is an integral part of who your son is and will become. Brotherhood and familial spirit is an important part of our culture. We believe students excel when they are mentored and celebrated by their peers and when they are given leadership opportunities that span a diverse set of cultural and academic challenges. Moeller is a valuable investment in your son’s future that is financially accessible.

Body • 38 OHSAA/Club Athletic Teams • Moeller has won 31 State Team Championships in 7 different sports (9/Football, 8/Baseball, 7/Volleyball, 3/Basketball, 2/Lacrosse, 1/Golf, 1/Rugby), 22 Individual State Championships • 68% Student Participation on Athletic Teams Spirit • Active mentoring through our proven House System: lead by a house dean, and smaller mentor groups of 20 students lead by a faculty member. • More than 90% of students involved in co-curricular activities • Strong emphasis of community service to others to develop leadership skills and promote service to others; Over 28,000 hours of service 2015-16 • Global Educational and Internship Opportunities • Elective cultural and academic development trips Whole Man • 25 Moeller athletes have been accorded Academic All American accolades for their achievements in the classroom or in one or more sports

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Moeller Key Messaging : By Target Audience - Secondary Target Our Secondary Target

RTBs that support the benefit

Alumni

• Men of Moeller represents a shared experience that transcends their four years at Moeller • Leadership skills are taught and practiced through the House System, KAIROS, service to others, and athletics • Our Alumni are actively involved in community service

As a Moeller graduate you are a Remarkable Man of Moeller. Part of a lifelong community of brothers welded together through your shared experiences; a bond that transcends time, location, and life circumstances. You are part of this deep legacy and are carrying it forward. Your Catholic Marianist education transformed you; it taught you the importance of spiritual growth and connectedness, it taught you the importance of critical thinking, and it taught you how to be competitive, not comparative. As a Man of Moeller, you have been taught skills that make you adaptable to change and you are equipped with the qualities of an admirable man: your intellect, your passion, your attitude, and your actions enable you to serve others with confidence. You learned to be remarkable - as a brother, as a friend, as a husband, as a leader.

• Alumni continue their connections to the school and to each other after graduation • Involvement with the school continues through mentoring, job networking, giving back of time, talents and resources

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Moeller Messaging Platforms : Reasons to Believe Academic Rigor, Tailored Opportunities and Centers of Academic Excellence

Physical, Intellectual and Spiritual Growth Grounded in the Catholic Marianist Tradition

• Moeller delivers the highest quality education, grounded in academic excellence and rigor that prepares students for a successful college career and beyond.

• Moeller’s Catholic education is grounded in the Marianist characteristics that were established over 200 years ago by Blessed William Joseph Chaminade, and are evergreen today.

• Our student teacher ratio is 14:1. Each teacher and administrator makes an investment in individualized attention and academic success.

• These charism characteristics include; Faith Formation, Quality Education, Family Spirit, Adaptation to Change, and Service to Others.

• We provide all students with the opportunity for international service experiences

• We believe that developing the whole man means developing the mind, body and spirit through these characteristics. To this end, our focus on academic excellence and rigor allows each student to develop their intellect and critical thinking skills: our focus on Catholic faith formation in the Marianist tradition allows each student to develop a lifelong relationship with Christ, providing spiritual growth. Our focus on physical growth is rooted in Moeller’s athletic tradition, providing a wide range of competitive athletic programs.

• We are leaders in developing Academic Centers of Excellence in IT, Engineering, Business, Psychology, Art and Special Services • Our unique affiliation with that State Board of Higher Education allows students to get CCP credits to jumpstart their college career • AP classes are encouraged, setting students up for successful outcomes • Our Academic Centers of Excellence expose students to potential career avenues by sparking interests and expanding aptitudes.

Leadership instilled through the House System, KAIROS, and Service to Others

A Lifelong Community Bond as Men of Moeller

• Our House system is unique, and is a proven system for fostering a family spirit, mutual respect, and a lifelong brotherhood as a Man of Moeller.

• Men of Moeller have a strong sense of community, compassion and connection to each other.

• Leadership is developed when house members mentor each other: older classmen help younger students, and these student in turn pay the same lessons forward as they advance through the grades and assist underclassmen. Service projects within each house system allow students to hone their leadership skills. Students actively learn to work with others and a diverse set up of personalities & experiences, while developing a deeper appreciation of each other’s unique talents, interests and contributions. • The KAIROS retreat heightens each senior student’s sense of self, their purpose, their connectedness to God, and their obligations to each other as Men of Moeller. Students, faculty and administrators all work together to make this an extremely rewarding experience.

• This bond is truly a family spirit that joins together students, faculty, coaches, administrators, clergy, and parents. • Your four-year experience at Moeller is just the beginning. Beyond high school, this deeply rooted bond establishes lifelong connections. • Moeller graduates have a common understanding of the virtues of the Moeller education experience and what it means to be competitive, charitable, inclusive, considerate, respectful, humble, well mannered, and actively interested in the welfare and betterment of others.

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Moeller Key Messaging : Against Competitors Moeller vs. Public Schools

Moeller vs. Other Catholic Schools

• Our faculty, administrators and clergy make a vested interest in each student’s ongoing success. This supportive environment focuses on developing and educating each student to reach their full potential and shine.

• Moeller has a 14:1 Student to Teacher ratio providing more individualized attention to each student, promoting academic excellence and support when and where it is needed.

• Our investment in each student is based on our commitment to them. Our 14:1 student to teacher ratio provides each student with more individualized attention. • We believe that each student’s intellectual, spiritual, social and physical growth are important to their success in high school, college and beyond. This foundation is continually built through our focus on the Marianist Charism Characteristics. • We believe the investment in a Catholic education in the Marianist tradition develops students to become better students, sons, brothers, husbands, leaders, and friends. • Students are taught to be accountable to each other, to themselves and their families, and God, leading through example. • Students are given the opportunity to compete in a wide variety of ways: academically and athletically, learning valuable lifelong lessons of both winning and losing along the way.

• Our family spirit creates a strong sense of belonging and connectedness that allows each student to excel while being connected to something bigger. • Students are supported by fellow classmen, and mentored by upper classmen through our unique House System. • Moeller attracts remarkable men, and your son will learn through the positive examples and role models that surround them. • Our CCP program is unique. No other Catholic Schools offer this college credit program. • Moeller’s Centers for Academic Excellence expose your sons to relevant and meaningful career paths, giving them a stronger sense of where their interests and aptitudes are. These programs also give your students preparatory coursework that gives them a jump start on their college coursework, and will provide them with more confidence in their college studies choices.

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fast facts

mind body spirit community ÂŠ Archbishop Moeller High School 2016

Moeller Fast Facts : Mind MIND RTBs • Centers of Excellence (Information Technology, Engineering, Psychology, Art, Business, Special Services)

• Interdisciplinary Study

• Scholarships • $21 million in scholarships

• 18 IT classes offered, including web design, coding, computer graphics and video production

• 65% of the Class of 2016 earned Academic scholarships

• Laptop/Tablets

• Colleges

• State-of-the-art computer-tablets

• 100% of the Class of 2016 entering college or military

• Dedicated help desk

• Includes Ivy League and five students heading to the military academies

• One to One Laptops since 1998

• Art Program:

• Software

• #1 in the region

• Classroom management software and 24/7 web filtering

• 10 students earned over $3 million in scholarships

• Parent/Student Portal

• College Credit:

• Up to date information on grades, schedules, news and teacher contact

• Students can earn up to a full year of college credits/tuition with 18 CCP and 20 AP classes

• Block Schedule

• Global Education Program:

• 90 minute class periods allows for depth and breadth of material covered

• 6 programs

• Built in 60 minute study hall during M-Block on B-days for Fresh/Soph

• Australia: 5 weeks hosting and 5 weeks on location (Jan/Feb); Soph/Juniors

• More focus in the classroom with longer periods with the flexibility to build the Moeller Community

• El Salvador: 8 day immersion (Summer)

• Classes

• Prepare students for college

• Germany: host a student (March/April), 3-week program (Summer) • Spain: 5 weeks in Zaragoza, Spain (Jan/Feb) Soph year; Host a student (Sept/Oct) • Ecuador: immersion (Summer)

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Moeller Fast Facts : Body & Spirit BODY

SPIRIT

RTBs

• Retreats • Three retreats (one per year) leading up to KAIROS Senior year

• Athletics • 38 OHSAA/Club Athletic Teams • 31 State championships (team), 22 State championships (individual) • 68% Student Participation on Athletic Teams • To build teamwork, discipline, and self-confidence • House Competition (sports) • Physical growth

• 95% participation in voluntary retreats (junior and Senior year) • Service • Over 28,000 hours of service completed by students • 15 students completed over 100 hours in 2016 • 6 Summer Service Trips • Nazareth Farm, WV • Benton Harbor, MI • Philippi, WV w/ Mt. 25 Ministries • Rooted in the Vine – Cincy Urban Plunge • Solsberry Hill Retreat Center, IN • St. Bonaventure Mission, NM • Additional Service Examples • Christmas on Campus • Blood Drive • Can Food Drive • Dress for Success/Clothing Drive • Catholic • Monthly All-School Mass • Weekly Prayer Services and Rosary • Marianist LIFE Club • Vocation Club • Programs • LIFE and Vocations Clubs • LENT: C40M

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Moeller Fast Facts : Community COMMUNITY RTBs • House System

• Marianist Culture

• Upperclassmen mentoring Lowerclassmen

• Develop the Whole Man through community

• Friendly competition in the four ’Ss’ (school, service, spirit and sports)

• Five characteristics: faith formation, quality education, family spirit, service/ justice, change/adaptation

• 100 leadership opportunities • 90% of all students say the best thing about the House System is the TeacherStudent relationship

• Parent Involvement • Over 200 Moms volunteer at the school

• Teacher-Student relationship

• Tutoring

• Built through small class size (14:1) and mentor groups

• Peer-to-peer (national honor society)

• Counselor

• Writing center

• Less than 150 students per counselor

• Corryville Catholic grade school - Moeller students mentor

• Work with students on Academics, College and Personal development

• Size of School

• Each counselor meets with every student a minimum of 3 times per year

• Large enough to have all the programs

• Small enough to care for every one of our students • Calvary Club • Rated the #1 student section in America

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introduction SECTION TWO

Â© Archbishop Moeller High School 2016

WeAre

oeller

Â© Archbishop Moeller High School 2016

THE MOELLER

ANIFESTO

Remarkable is not easy. And it’s not for everyone. It takes commitment, drive, dedication, intellect and fortitude. It means striving everyday to excel, to overcome obstacles and endure beyond limits. To be worthy of attention – not boastful – but worthy. It means not allowing your yesterday to define your tomorrow and letting your actions speak louder than words. At Moeller we have been forming our students into remarkable men for over 5 0 years. Through our rigorous academic standards, our relentless pursuit of athletic achievement, and our devotion to the Catholic faith, those who walk the halls of Moeller become more than just men, they become remarkable men in mind, body and spirit. A community of brothers bound for life. Forever, the Men of Moeller.

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ESTD

1959

Â© Archbishop Moeller High School 2016

THE ICONIC M Standing for Mother Mary, Men of Moeller and our cherished faith in the Marianist tradition.

THE SHIELD Defender of virtue, Armor against the enemy, Protection from the evils of this world. Derived from traditional family crests, the shield also reflects the community amongst the Moeller brethren.

ARCHED TOP Confident, but not boastful. Proud, but not ornate. A subtle nod to our numerous past triumphs and the way in which we carry ourselves.

STRAIGHT SIDES Attentive, upstanding and vigilant.

THICK OUTER LINE Bold and declarative. A graphic representation of the line we all walk on a daily basis to remain remarkable – a line remarkable men do not cross – and an exterior wall protecting our family.

OPEN CENTER Showcasing our inclusivity: if the outer wall protects our family then the open space inside our walls is where our students are free to learn, compete and build community with one another.

3 CORNER POINTS Mind, Body and Spirit – The 3 Pillars of the Whole Man. © Archbishop Moeller High School 2016

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HISTORICAL SIGNIFICANCE OF THE SHIELD “The Spartans, a warrior society in ancient Greece, were feared and revered for their strength, courage and endurance. The power of the spartan army did not come from the sharpness of their spears however, it came from the strength of their shields. Losing one’s shield in battle was considered the single greatest crime a Spartan could commit. “Spartans excuse without penalty the warrior who loses his helmet or breastplate in battle” writes Steven Pressfield in his account of the battle of Thermopylae, the battle upon which the movie 300 is based, “but punished the loss of all citizenship rights the man who discards his shield.” And the reason was simple – a warrior carries a helmet and breastplate for his own protection, but his shield for the safety of the whole line.” – Simon Sinek, Leaders Eat Last Bravery was the ultimate virtue for the Spartans: Spartan mothers would give their sons the shield with the words “[Return] With it or [carried] on it!” that is to say, either victorious or dead, since in battle, the heavy hoplite shield would be the first thing a fleeing soldier would be tempted to abandon –- rhipsaspia, “dropping the shield”, was a synonym for desertion in the field.

– Wikipedia, Spartan Army © Archbishop Moeller High School 2016

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brand assets SECTION THREE

Â© Archbishop Moeller High School 2016

The Moeller Colors : Core Palette 2 colors The core color palette of Archbishop Moeller High School includes Moeller Navy (Pantone 289C) and Moeller Gold (Pantone 116C). These 2 colors are indispensable from the Moeller brand and should be applied across all applications liberally without hesitation. When in doubt use Moeller Navy and Moeller Gold. GO BIG BLUE & GOLD. GO BIG MOE.

MOELLER NAVY

MOELLER GOLD

INDUSTRY & INTEGRITY

TRIUMPH & ACHIEVEMENT

289

116 Â© Archbishop Moeller High School 2016

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Â© Archbishop Moeller High School 2016

The Moeller Colors : Extended Palette PALETTE

PRIMARY - CORE PALETTE

SECONDARY - EXTENDED PALETTE

NAME

MOELLER NAVY

MOELLER GOLD

BLESSED VIRGIN BLUE

CRUSADER IRON

CRUSADER STEEL

MEANING

INDUSTRY & INTEGRITY

TRIUMPH & ACHIEVEMENT

POSSIBILITY & PURITY

POWER & STRENGTH

PRECISION & INTELLECT

FLAT

METALLICS

289

116

292

431

428

C: 90 M: 35 Y: 00 K: 80

C: 00 M: 15 Y: 95 K: 00

C: 57 M: 15 Y: 00 K: 00

C: 10 M: 00 Y: 00 K: 75

C: 05 M: 00 Y: 00 K: 25

R: 014 G: 034 B: 064

R: 252 G: 206 B: 001

R: 090 G: 179 B: 232

R: 090 G: 103 B: 113

R: 194 G: 198 B: 202

WEB: 0e2240

WEB: fcce01

WEB: 5ab3e8

WEB: 5a6771

WEB: c2c6ca

THREAD: Madiera Polyneon 1944

THREAD: Madiera Polyneon 1980

THREAD: Madiera Polyneon 1675

THREAD: Madiera Polyneon 1575

THREAD: Madiera Polyneon 1811

TWILL: Navy

TWILL: Athletic Gold

TWILL: Carolina/Columbia

TWILL: Charcoal

TWILL: Grey/Silver

10120

10392

877

C: 00 M: 00 Y: 00 K: 00

C: 10 M: 00 Y: 00 K: 75

C: 05 M: 00 Y: 00 K: 25

R: 212 G: 181 B: 101

R: 090 G: 103 B: 113

R: 194 G: 198 B: 202

WEB: d4b565

WEB: 5a6771

WEB: c2c6ca

THREAD: Madiera Polyneon 1684

THREAD: Madiera Polyneon 1575

THREAD: Madiera Polyneon 1811

TWILL: Vegas Gold

TWILL: Charcoal

TWILL: Grey/Silver

Â© Archbishop Moeller High School 2016

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The Moeller Fonts : Overview USAGE

DISPLAY

PRIMARY FONTS - CORE BRANDING

SECONDARY DISPLAY FONTS - ATHLETICS ONLY

Aa Aa Aa

AA AA

TYPEFACE

PRODUKT

CHRONICLE

ITC FRANKLIN GOTHIC

TAUTZ

INDUSTRY

FOUNDRY

Commercial Type

Hoefler & Co.

Adobe Systems

The Northern Block Ltd.

Fort Foundry

BODY COPY EXAMPLE

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat luptate velit.

SHOULD NEVER BE USED FOR BODY COPY

VARIATIONS

9 weights + italics

6 display weights + italics

4 weights + italics

8 weights + italics

5 weights, no italics

3 text weights + italics

3 widths: regular, condensed & compressed

NOTE: All fonts must be purchased for use. Please contact: Teresa Meyer, Director of Communications, TMeyer@moeller.org, Phone: (513) 791-1680 ext. 1302.

Â© Archbishop Moeller High School 2016

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The Moeller Typographic System : Core Branding Fonts INTRODUCING OUR CORE FONTS The Moeller typographic system consists of 3 distinct fonts, each selected for the specific voice they bring to the table. Together they contribute to a rich editorial style that allows the Moeller identity to speak thoughtfully across a robust range of media, always with conviction and humility.

Produkt

Chronicle

Franklin Gothic

Produkt is a slab serif font. There are many slabs like it, but Produkt is ours. Produkt is the primary typeface for showcasing the Moeller identity, and the official “M” of Moeller is the capital “M” in Produkt’s black weight.

Chronicle is a transitional style serif font, a blended Scotch Roman, selected as an elegant and eloquent counterpoint to Produkt’s cool geometric construction. Chronicle offers a refined, modern approach based on time honored tradition – much like the Archbishop Moeller High School – it holds firmly to a deep rooted past while maintaining a fervent focus on the future.

Franklin Gothic is a true American classic that lends a thoughtful warmth and balance to the Moeller identity. Serving as an ideal bridge between the mathematical geometry of Produkt and the literary sophistication of Chronicle, Franklin Gothic provides rich authenticity in tone, timeless consideration in structure and a remarkable versatility in a variety of widths and weights.

Chosen for its rational execution and ability to maintain a consistent confidence across a robust range of weights, Produkt’s pragmatic approach allows the family to speak humbly in its lighter weights, sensibly in its moderate weights, and authoritatively in its heavier weights without compromising its character (something few slab serifs achieve),

NOTE: All fonts must be purchased for use. Please contact: Teresa Meyer, Director of Communications, TMeyer@moeller.org, Phone: (513) 791-1680 ext. 1302.

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The Moeller Typographic System : Font Pairing MIXING CORE FONTS Utilizing only 3 fonts for our core typographic system allows our brand to maintain a disciplined yet versatile focus when bringing the Moeller brand to life. As with any tool kit, having the appropriate tool for the task at hand makes any job go as smoothly as possible. However, having tools and knowing how to use them requires a skilled hand with a measured deftness for the craft.

RULES OF THUMB THE RULE OF 2. Keep it interesting, but keep it simple. Pairing fonts is encouraged to create visual interest, however, when in doubt refrain from pairing more than 2 of the 3 font families included in our core font tool kit. Using only 1 font is acceptable as well. CONSIDER THE CONTEXT. Depending on the message, tone and audience, selecting the proper pairing can be an impactful way to make sure our message resonates to its fullest potential. Consider the pairings to the right as good starting points when deploying our typographic arsenal.

Aa+Aa

AA+Aa

Chronicle Display + Chronicle Text

Chronicle Display + Franklin Book

Chronicle Display + Produkt Black

Aa+Aa

AA+Aa

Chronicle Display + Produkt Light

Franklin Heavy + Franklin Book

Franklin Heavy + Produkt Black

Aa+aa

AA+aa

Aa+Aa

Franklin Book + Produkt Light

Franklin Heavy + Produkt Light

Franklin Book + Produkt Black

NOTE: All fonts must be purchased for use. Please contact: Teresa Meyer, Director of Communications, TMeyer@moeller.org, Phone: (513) 791-1680 ext. 1302.

ÂŠ Archbishop Moeller High School 2016

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The Moeller Typographic System : Athletic Branding HOW TO USE THE ATHLETIC FONTS While the 3 Moeller core fonts provide our base brand identity with a suitable suite of solutions for everyday communications, within the athletic arena there are 2 additional headline fonts that may be utilized to provide our celebrated Crusader spirit with a more strapping suit of armor. While these fonts offer superior strength and credibility on the field of battle they are not as well suited for the academic arena and should therefore be used strictly for endeavors of the athletic department.

Produkt

TAUTZ

INDUSTRY

Since Produkt Black is the official font for the signature “Moeller M” as well as the font of choice when setting the Moeller school name, this typeface remains the cornerstone of the Moeller brand identity.

Tautz is the well-defined serif font of Crusader athletics. Consider it a more battle-hardened alternative to our core font Chronicle. When referring to our athletic department Tautz offers a more chiseled strength and more sharply pointed edge to the celebrated Crusader identity.

In athletic communications Industry is to be used as the primary sans serif headline font of the Moeller Crusader identity. Offering a beefier alternative to Franklin Gothic’s warm and considerate tone, Industry showcases Moeller’s renowned strength in the athletic arena in a way that is more in line with today’s modern athletic brands.

NOTE: All fonts must be purchased for use. Please contact: Teresa Meyer, Director of Communications, TMeyer@moeller.org, Phone: (513) 791-1680 ext. 1302.

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The Moeller Lines of Distinction WALKING THE LINE

BOLD : Used most often to visually match the width of the Moeller “M Shield” on the page.

Beyond color and type the Moeller brand utilizes a disciplined palette of other visual assets including a variety of distinct line-work patterns representing the path that God has for us and the line in the sand remarkable men do not cross.

FINE : Used when the Moeller “M Shield” is applied commandingly in a given space. In this case a fine line is used for contrast.

DIAGONAL FINE : Used most frequently in the full Academic logo and individual Athletic logo to define a space without overpowering the “M Shield”

STRIPES : Used for heritage effect and as bold stand alone element demonstrating our rich history, but also bold confidence. Use the following proportions as guidelines.

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The Moeller Name WHAT’S IN A NAME “Archbishop Moeller High School” may be our complete formal name, however, as is the case with many brands, the more familiar people are with the brand, the more informal they are likely to be. Therefore as people come to be acquainted with the Moeller brand, most begin to refer to us congenially as “Moeller” (which is totally fine with us). Then there are those who know us best, who call our school their home away from home, the insiders to the Moeller brand, and to those select few we are endearingly known simply as “Big Moe” or just “Moe”.

Moeller

OUR FULL,

OUR SHORTHAND.

GOD-GIVEN NAME.

THIS IS WHAT MOST PEOPLE KNOW US AS.

Moe or

Big Moe

OUR GOOD FRIENDS AND FAMILY KNOW US SIMPLY AS “MOE” OR “BIG MOE”.

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The Moeller Brandmarks HOW OUR NAME SHOULD LOOK The Moeller brandmarks have come to be united under our iconic “M Shield” symbol. Along with a bold color palette and a disciplined typographic system, the Moeller brand is versatile yet restrained. The two lockups to the right are considered to be the preferred lockups for Moeller athletic and academic branding. Variations should not be used without permission though the iconic “M Shield” mark may appear on its own as demonstrated throughout the Moeller brand guide.

ATHLETIC

ACADEMIC

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The Moeller Brandmarks : Academic Variations BEND BUT DONâ&#x20AC;&#x2122;T BREAK Modern media applications demand that a brand be flexible yet recognizable across a broad array of print and screen executions. With this in mind the Moeller brand identity has been designed to be adaptable yet identifiably consistent in both stacked and horizontal typographic arrangements. While the stacked arrangement is the preferred execution of the Moeller academic brand, there are times when the horizontal execution is a better choice (i.e. extreme horizontal spaces like web banners).

STACKED

HORIZONTAL

ÂŠ Archbishop Moeller High School 2016

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The Moeller Brandmarks : Color Variations

YELLOW & LIGHT GRAY ON NAVY

NAVY & LIGHT GRAY ON WHITE

ALL NAVY ON WHITE

ALL YELLOW ON NAVY

NAVY & WHITE ON YELLOW

ALL NAVY ON YELLOW

REVERSED OUT OF NAVY

NAVY & DARK GRAY ON LIGHT GRAY

ALL NAVY ON LIGHT GRAY

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The Moeller Brandmarks : Don’ts

DO NOT HORIZONTALLY SCALE THE LOCK UP

DO NOT USE AN UNAPPROVED COLOR VERSION OF THE LOCK UP

DO NOT REVERSE THE LOGO OUT OF A LIGHT COLOR (E.G. YELLOW)

Archbishop

Moeller

High School DO NOT VERTICALLY SCALE THE LOCK UP

DO NOT SUBSTITUE FONTS IN THE LOCK UP

DO NOT CHANGE THE PROPORTIONS OF THE LOCK UP

DO NOT ROTATE THE LOGO ON A PAGE

DO NOT PLACE THE LOGO OVER A BUSY PHOTOGRAPH

DO NOT CHANGE THE OPACITY OF THE LOGO

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The Moeller Brandmarks : Athletic Variations ONE FOR ALL AND ALL FOR ONE Like the academic mark, the Moeller athletic lockup may be used in a variety of adaptable applications both vertically and horizontally. While vertically stacked is again the preferred arrangement, horizontal executions have been shown to the right to demonstrate how the various athletic endeavors may be typographically aligned with the consistent Moeller name and shield.

ÂŠ Archbishop Moeller High School 2016

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The Moeller Icons PRIMARY BRANDMARKS

ANCILLARY BRANDMARKS (Should be utilized judiciously & NEVER used without permission)

The “Block M” is the basis for all Moeller branding – the minimum requirement to communicate the iconic Moeller brand. It should be present in all applications, preferably within the “M Shield”, though specific instances (i.e. football helmets, school crest) may utilize the “Block M” on its own.

The “M Shield” is the complete mark of a Moeller Man - mind, body and spirit encompassed by the community of brothers. It should be used 99% of the time when referencing the Moeller brand.

The “School Crest” is to be used as a watermark in academic applications such as diplomas or as a decorative architectural element (e.g. floor graphics, circular rug)

The “Marianist Legacy Cross” is a spirit mark we proudly associate with our storied heritage. It may be used sparingly as an accent on applications such as athletic uniforms or on a graduation sash.

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The Moeller House System (Proposed/Work in Progress)

★

Eveslage House

Pillar House

Quiroga House

Trinity House

Zaragoza House

Zehler House

Eveslage House is named after Larry Eveslage, the first principal of Archbishop Moeller High School. He was known as the “Big E” during his tenure – both for his height and his demeanor.

Pillar House is named after the site where father Chaminade came to pray during his exile. The Church of Our Lady of the Pillar has withstood pagan uprisings, wars and revolutions, and periods of persecutions.

Quiroga House is named for Miquel Angel Quiroga, a Marianist brother martyred for his defense of the poor in Colombia, South America. He is a shining example of the way Moeller students strive to serve God and His mother, Mary.

Trinity mission statement — The members of Trinity House will live meaningful lives with the virtues of charity, humility, and courage... striving to become the men God has created them to be.

Zaragoza, Spain is the city most associated with blessed William Joseph Chaminade, the founder of the Marianists. The motto of Zaragoza House is Courage, Honor, and Loyalty – the courage to do what’s right honoring our Marianist heritage and loyalty to our faith.

Named to uphold the rich tradition associated with brother Maximum Zehler, leader of the first all-boys school in Cincinnati. The Zehler mascot, the bear, represents strength and fierce protection of family and brothers.

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brand activation SECTION FOUR

a word of caution

The following examples of brand activation have been developed as part of an ongoing exploration to test the possibilities within the new Moeller identity system. These works should be viewed as inspiration for future applications and should be taken not as limitations, but as suggested starting points for Moeller branded communications. All communications should consider the appropriate medium for a given message (billboards should be direct and to the point with minimal copy, printed brochures may go further in depth and so on). The following have not been designed with any specific application in mind, but may lend themselves extremely well to such things as apparel, social media, print, digital, outdoor campaigns etc. All applications should be approved by the Moeller communications team before being considered final.

ÂŠ Archbishop Moeller High School 2016

BE RE

ARKABLE

other

oeller

aturity

ary

entality

arianist

anhood

eaningful

odern

inistry

eticulous ÂŠ Archbishop Moeller High School 2016

ble

cha

pions

arkable

well

annered co

passion im

pressive

com

unity

istic

phant

acade

opti gentle

triu alma

ater ÂŠ Archbishop Moeller High School 2016

GoBig

SOME SCHOOLS BELIEVE YOU CAN EITHER BE ATHLETIC OR INTELLIGENT. FORTUNATELY WE’RE NOT ONE OF THOSE SCHOOLS. We believe in education for the whole man. Learn more about how we transform students into remarkable young men at moeller.org

ONE OF A

KIND

SO YOU WANT TO BECOME A MAN OF MOELLER? Congratulations. That’s amazing! We couldn’t be happier to hear it. You should know, however, that becoming a Man of Moeller is a big commitment. A lifelong commitment. One that should not be entered into lightly, but that can make a significant impact on the rest of your life. Though the academic rigor may be challenging, an education from Archbishop Moeller High School will prepare you for a lifetime of achievement and unite you with a fiercely loyal brotherhood we like to call the “Men of Moeller”... making you not just one of a kind, but one of our kind. WELCOME BROTHER.

ONE OF A

KIND

MEN OF MOELLER. BROTHERS FOR LIFE. Remember the feeling? The smell of the grass on game day? Sacred steps down hallowed halls? Learning life lessons that would mold you into the remarkable man you are today? The unlimited potential of youthful exuberance? We are so glad we could be a part of that. A few things have been happening since we last caught up with you. We would love a chance to hear how things have been going and to share with you some big news affecting our brand in the very near future. Please join us Homecoming weekend as we redefine what it means to be one of a kind – one of our kind – a Man of Moeller. WELCOME BACK BROTHER. © Archbishop Moeller High School 2016

REMARKABLE MEN OF FAITH, SUBSTANCE, CHARACTER, INTELLIGENCE, FAMILY, GRACE, AND MUCH, MUCH MORE.

SCHOLARS & GENTLEMEN Learn life lessons on the field as well as in the classroom.

2016

C RU S A D E R S

Men of Moeller

EXPERIENCE THE REMARKABLE

POWER OF

S O M E S C H O O L S TA L K A G O O D G A M E

OUR RESULTS SPEAK FOR THEMSELVES ...And some schools know when to mix colloquialism with proper grammar for literary effect. Extra credit for those of you who caught that.

THE ONLY THING TOUGHER THAN OUR ATHLETIC DEPARTMENT IS OUR RIGOROUS ACADEMIC DEPARTMENT #LIFEISATEST

LIFE IS NOT A GAME, BUT IT IS A COMPETITION. WELCOME TO THE TEAM

forming our students into re

arkable

young men. ÂŠ Archbishop Moeller High School 2016

#re #men of

arkable oeller ÂŠ Archbishop Moeller High School 2016

the key is not the will to win – everybody has that – it is the will to prepare to win that is important. - BOBBY KNIGHT © Archbishop Moeller High School 2016

people who work together will win, whether it be against complex football defenses, or the problems of modern society. - VINCE LOMBARDI ÂŠ Archbishop Moeller High School 2016

these virtues are formed in man by his doing the actions ... the good of man is a working of the soul in the way of excellence in a complete life. - ARISTOTLE ÂŠ Archbishop Moeller High School 2016

we are what we repeatedly do... excellence, then, is not an act, but a habit. - ARISTOTLE Â© Archbishop Moeller High School 2016

I pray to win. I pray for good weather and a good crowd; I pray that we don’t have any serious injuries; I pray for my friends. - GERRY FAUST

LET’S GO

BIG

Archbishop p ho bis ler ol h c l Ar oe Scho M igh H

Moeller

High School

MOE

Archbishop

Moeller

High School

ARKABLE

Archbishop

Moeller

High School

Moeskin notebook ÂŠ Archbishop Moeller High School 2016

The Moeller Billboards 2016 OPEN HOUSE The images to the right are examples of billboards that were used in the Fall of 2016 for Moeller’s annual open house event. Note how the copy is kept to a minimum, extending the brand voice in a way that is identifiably Moeller, while not overwhelming the event details at the bottom of each outdoor advertisement.

acade

MOELLER OPEN HOUSE | NOV 6, 2-5 PM

gentle

MOELLER OPEN HOUSE | NOV 6, 2-5 PM

com

unity

MOELLER OPEN HOUSE | NOV 6, 2-5 PM

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The Moeller Direct Mailer 2016 OPEN HOUSE The images to the right are examples of a direct mail campaign that were used in the Fall of 2016 for Moellerâ&#x20AC;&#x2122;s annual open house event. Notice the brand-building, attention-getting postcard front engages the recipient, enticing them to explore further the detailed information on the postcard back.

FPO

ÂŠ Archbishop Moeller High School 2016

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athletic brand activation SECTION FIVE

UNLI

C RU S A D E R S

AT H L E T I C L E G AC Y

A N C I L L A RY MARK

U N I F O R M D E TA I L

CRUSADERS ARMOR : SCALE PATTERN

questions or comments? C O N TA C T

Marshall Hyzdu, President mhyzdu@moeller.org Phone: (513) 618-9698 Teresa Meyer, Director of Communications TMeyer@moeller.org Phone: (513) 791-1680 ext. 1302 Charlie Lytle, Director of Admissions CLytle@moeller.org Phone: (513) 791-1680 ext. 1240

Developed in partnership with BAKER Branding and Design. For additional questions contact:

BKRDSN.COM | +1 (952) 475 4200 | 1650 West End Blvd | Minneapolis, MN 55416 ÂŠ Archbishop Moeller High School 2016