1
CONTENTS
Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Primary Logo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6-7 Logo Package . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8-9 Logo Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10-15 Supporting Marks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16-17 Extracurricular Sub-brand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18-19 Academic Sub-brand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20-11 Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20-11 Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24-27 Photography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28-32 Iconography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Announcement and Mailings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34-35 Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 T-shirts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38-39
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The Steward School mission is to prepare our students for college and for life in a community defined by robust academics, inspiration, engagement, and care.
OUR VALUES
INDIVIDUALITY
RESPONSIBILITY
DIVERSITY
HONOR
EXPLORATION
ACHIEVEMENT
DISCOVERY
CARE
This is where it all begins. Every communication is bolstered and inspired by these principles. Every creative execution springs from these ideals. 4
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PRIMARY LOGO
This is the main logo that will be used across primary brand applications. This mark helps audiences easily identify Steward’s brand in collateral, digital and print ads, on campus, website and any other materials. It is essential to the success of the brand that the logo is applied with care and respect. It should never be redrawn, re-proportioned, or altered. There are also several secondary logos as well. There is a version in MINIMUM SIZE The smallest the logo should be presented is 1.5” wide. If there is a need for a smaller version, use the compact version.
which the shield has a highlight, a square version and several versions that include Steward’s tagline.
LOGO & ASSET LOCATION All Steward School brand logos and assets can be found in the Steward G-drive in a folder called “Steward Brand Assets and Guidelines.”
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A. PRIMARY LOGO
B. HIGHLIGHT LOGO
This logo can be used in any
This logo works on brochures and
creative execution. It is the only
invitations and ads and can be used at
logo used on the website.
the designer’s descretion.
A.
B.
C.
D.
E.
F.
C. FLAT SQUARE LOGO This version should always be used
D. HIGHLIGHT SQUARE LOGO
when the logo needs to be reproduced
This version should be used sparingly,
smaller than 1.5” wide. It can also be
at the designer’s discretion, when the
used at the designer’s discretion when
logo placement would look more
the logo placement would look more
pleasing with a compact logo. Do not
pleasing with a compact logo.
smaller than 1.5” wide, instead use Flat Square Logo.
E. FLAT TAGLINE LOGO This logo can be used when the logo
F. HIGHLIGHT TAGLINE LOGO
is large enough for the tagline to be
This logo can be used when the logo is
legible (3” minimum.)
large enough for the tagline to be legible (3” minimum.)
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CLEAR SPACE To ensure legibility, always keep a minimum clear space around the logo. This space isolates the mark from any competing graphic elements or body copy that might conflict with, overcrowd or lessen the impact of the mark.
The minimum clear space is defined as the height of the “S� in the primary logo. This minimum space should be maintained as the logo is proportionally resized.
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A.
B.
LOGO USAGE To ensure legibility, the logo must be used with care when placed over color, texture and photography. Here are some guidelines:
A. COLOR BACKGROUND
C-D. PHOTO BACKGROUND
The logo may be used on top of a brand color background. Choose either white, or if the color is light enough, one of the full-color options.
The logo may be used on a photographic background, but this option must be exercised with care, making sure the logo isn’t obstructed by the image. Be sure to select a logo with a light or dark
B. TEXTURED BACKGROUND
background in response to the photo.
The logo may be used with a textured or patterned background, when the texture is applied to a brand color, and doesn’t interfere with the legibility of the logo.
C.
D.
TIPS: 1. Avoid busy images with too much detail. 2. Choose photos with a “quiet space” that is suitable for logo placement. 3. Sometimes it is necessary to adjust the image to create more legibility in the photo.
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A. Don’t rotate the logo. B. Don’t squash, stretch or re-proportion the logo. UNACCEPTABLE USAGE A few rules are necessary for maintaining the integrity of the brand. Don’t compromise the look of the logo by rotating, skewing, or distorting. It should never be redrawn, re-proportioned, or altered. Do not add drop shadows, outlines, filters or recolor the logo. See the guidelines to the right for examples of unacceptable logo usage.
DON’T:
A.
B.
C.
C. Don’t place elements in the logo clear space. D. Don’t resize just one part of the logo. E. Don’t rearrange parts or create logos that are not already provided.
D.
E.
F.
F. Don’t add unofficial graphics to the logo. G. Don’t change the color of the logo. Acceptable versions are provided in the logo package including, CMYK, PMS, black and white. H. Don’t add drop shadows or other filters or effects.
G.
H.
I.
I. Don’t put the logo in any imagery or have it included in part of a sentence. 14
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SUPPORTING MARKS
C. STEWARD CROSS
There are several supporting marks
The Steward cross may be used as an emblem. It should not be used as a bullet.
available to provide variation in the steward brand. Here are some guidelines to govern usage:
A. WORDMARK The Steward wordmark may be used sparingly at the designer’s discretion when layout simplicity is needed.
B. SHIELD The Steward shield may be used alone in creative executions. The full logo must appear somewhere else on the piece. This shield may be used in black white, flat (as shown) and highlight.
D. CASUAL LOGO The Steward casual logo may be used on internal publications, t-shirts, decals, etc. It is generally not used as a marketing logo but can be used at the discretion of the designer.
B.
C.
D.
E.
E. SPARTAN ICON The Spartan icon may be used on internal sports and activity publications, t-shirts, decals, etc. It may also be used as an emblem on external publications. It should not be used as a bullet.
F. TAGLINE The Steward tagline may be used on any Steward creative execution. The consistent use of our brand messaging further connects the brand tenets to the audience.
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A.
F.
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EXTRACURRICULAR SUB-BRAND There is a separate logo system for the extracurricular sub-brand, the Spartan logo. The banner below the Steward line can be changed for each sport, event or extracurricular activity. This sub-brand uses the same primary colors as the main brand, but none of the secondary colors. The typographic system is the same.
STEWARD BLUE PMS 288 C100 M67 Y0 K23 #004b8d
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SPARTAN GOLD PMS 1235 C0 M18 Y95 K0 #ffcf1e
GRAY PMS WARM GRAY 8 C46 M44 Y48 K8 #919193
WHITE
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ACADEMIC SUB-BRAND There is an additional logo system that can be used for the academic sub-brand, The Steward School seal. This seal should be used for academic events, ceremonies, and on official certificates. This logo can also be used for more formal academic purposes at the discretion of the designer. This sub-brand uses the same primary colors as the main brand, but none of the secondary colors. The typographic system is the same.
MINIMUM SIZE The smallest the logo should be presented is 1� wide. STEWARD BLUE PMS 288 C100 M67 Y0 K23 #004b8d
SPARTAN GOLD PMS 1235 C0 M18 Y95 K0 #ffcf1e
GRAY PMS WARM GRAY 8 C46 M44 Y48 K8 #919193
WHITE
This logo can also be stamped in gold or silver.
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BRAND COLORS
SECONDARY COLORS
Color is an integral part of the brand identity. Consistent use of the color palette will reinforce the cohesiveness of the brand, and support the brand messaging to the Steward family. Blue is relaxing, and it gives a feeling of trust and loyalty. The bright yellow-gold injects a spirit of energy and innovation. Each primary color has a main color and a slightly darker version to use when needed. There should also be plenty of white space to create a clean and open feeling.
STEWARD BLUE
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The secondary palette is bright and pleasing and is made up of secondary and tertiary colors (even the red skews orange). They are current without being trendy and do not evoke a childish, dated interpretation of education. They are there to provide a variation to the brand. Use them thoughtfully to create differentiation within a series, or to highlight an event. Photos should use these colors when possible. It is also acceptable to occasionally use tints of these colors if this choice maintains the energetic spirit of the brand color story.
SPARTAN GOLD
STEWARD BLUE PMS 288 C100 M67 Y0 K23 #004b8d
SPARTAN GOLD PMS 1235 C0 M18 Y95 K0 #ffcf1e
STEWARD DARK BLUE C100 M87 Y27 K19 #1d386d
SPARTAN DARK GOLD C0 M27 Y95 K0 #fdb924
GREEN PMS 376 C54 M0 Y100 K0 #82c341
TEAL PMS 326 C81 M0 Y39 K0 #00b5af
TURQUOISE PMS 7689 C78 M32 Y10 K0 #288fbf
GRAY PMS WARM GRAY 8 C46 M44 Y48 K8 #919193
ORANGE PMS 144 C0 M51 Y100 K0 #f7921e
RED PMS WARM RED C C0 M82 Y94 K2 #ea5329
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BRAND TYPOGRAPHY
SUPPLEMENTAL TYPOGRAPHY
Typography is a powerful brand tool when used consistently. This set of typefaces best
Occasionally, a script typeface may be needed to be used as a non-brand supplemental
represent the Steward brand and should be used across all print and web applications.
font. Use sparingly in headlines of formal invitations, certificate or event programs. This
Generally, limit the use of all caps to headlines; limit the use of italics to emphasis and
font is recommended to maintain consistency and legibility:
subheads. BLISS 2
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9
BRANDON GROTESQUE
Great Vibes is recommended for consistency and legibility. To obtain Great Vibes google font, visit: http://bit.ly/greatvibesfont
NON-MARKETING TYPOGRAPY For internal and external communication pieces where the brand fonts are not available,
A B C D E F G H I J K L M
these fonts can be used instead:
N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9
TREBUCHET ITC CENTURY
A
B
C
D
E
F
G
H
I
J
K
L
For special events or invitations, it is acceptable to introduce one non-brand
headline or emphasis typeface to add to the festivity of the campaign in an appropriate, legible way. Body copy or small type should never use an off-brand or supplemental font. 24
C
D
E
F
G
H
I
J
K
L
M
1 2 3 4 5 6 7 8 9
N O P Q R S T U V W X Y Z
EXCEPTION
B
N O P Q R S T U V W X Y Z
M
1 2 3 4 5 6 7 8 9
A
CRIMSON TEXT
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9
To obtain Crimson Text google font, visit: http://bit.ly/crimsontext 25
MARKETING TYPOGRAPHY GUIDELINES
NON-MARKETING TYPOGRAPHY GUIDELINES
The following guidelines should be used for the majority of creative executions. Some
For internal and external communication pieces where the brand fonts are not available,
variations can be used at the discretion of the designer. Bliss can also be used in any of
use the following guidelines. For more specific guidelines, or to copy and past assets,
the following situations. It is the typeface that is most recognizable for Steward, and
visit “Steward Font Guidelines Google” in the Steward G-drive.
if there is a question of which font to use, the answer is usually Bliss. HEADLINES
BRANDON GROTESQUE, BOLD, ALL CAPS.
SUBHEADS
Use ITC Century (italic) in subheads.
BODY
Bliss, Regular or light, 78% black
LINE BREAKS
HEADLINES
TREBUCHET, BOLD, 14 PT, #004b8d
BODY
Trebuchet 10 pt. color dark grey 3
LINE BREAKS
Gold line breaks #ffc727
1 pt. dotted line, horizontal or vertical BULLETS
BULLETS
Use standard round bullets for lists (gold)
• Standard round bullets for lists “Upright slash” as a separator in horizontal lists. example | example | example
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•
CALLOUTS
ITC Century, book
WEBSITE
Bliss family
SIGNAGE
Bliss family
For more specific guidelines, or to copy and past assets, visit “Steward Font Guidelines Google” in the Steward G-drive.
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A.
B.
PHOTOGRAPHY Typography is a powerful part of the brand visual language when used consistently. Photography is the single most effective tool in creating connection and evoking emotion in the audience. At Steward, there are four different types of photography, each with its own purpose and usage. All should feel open, cheerful, visionary, and bright.
A. ACTION
B. MOMENTS
These shots should highlight the range of exciting and active students that attend our school. The focus of the images should be on teamwork,
We want to capture the desire our of students to explore and learn about the world around them. Images should show a passion to learn.
adventure or accomplishment.
C. D.
D. STOCK ASSIST C. PORTRAITS The images should feel optimistic, cheerful and natural. Portraits should seem candid and not overly styled or posed. Students should either be smiling and engaged or intent and interested in what they are doing.
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While Steward has many wonderful photos of students, teachers, and events, sometimes employing the use of stock photos is necessary. Stock may be used as a background image to enliven a layout or to supplement the use of brand photography. Make sure colors and subject are on message and in the vein of the brand colors. 29
SNAPSHOT PHOTOGRAPHY
OBJECT PHOTOGRAPHY
Polaroid style images can be used to accent the photography. Use this style of
Isolated photos can aid in storytelling and are more engaging than clip art. Use object
photography within pages of text to break up the space and add interest. They can be
photography to enliven a layout, or in place of iconography in infographics.
used on top of large photography. They can be grouped or used individually. When rotating images, keep the angles consistent as well. Do a 3-degree or 5-degree rotation either clockwise or counter-clockwise. Keep the drop shadows subtle and consistent.
32 THE NUMBER OF DIFFERENT COLLEGES/ UNIVERSITIES OUR CLASS OF 2018 GRADUATES WILL ATTEND NEXT YEAR
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UNACCEPTABLE PHOTOGRAPHY
DON’T:
ICONOGRAPHY
1. Obviously posed portrait with too
Simple iconography can be used to provide a fun and personal touch. There are two
dramatic lighting. No personality is shown.
styles of iconography that are acceptable in the Steward brand. Use whichever is more appropriate to the creative execution, but be sure to keep the style consistent
2. Crowded shot with little to no focus.
throughout the document, and should appear in brand colors.
No obvious purpose. 3. No positive emotion is shown. Little interest in the background. 4. Awkward and unrealistic pose.
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A. HAND DRAWN ICONS
A. SIMPLE ICONS
These icons should feel hand-drawn by a designer. They should be loose and expressive, and should clearly illustrate a concept. Always pair with simple, clean design, so it doesn’t appear juvenile. Use sparingly, in order not to clutter the page.
These icons should feel simple and clean and clearly relay a message. These are often used in an infographic.
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Keep graphics and tone consistent with the Steward School brand. School logo should always be on the front. Keep colors within the steward brand. This is a good opportunity to choose a secondary Steward color if needed.
teward families to quickly
if an event is a theatre event and does have it’s own logo or is for an art exhibit, be sure to keep the Steward brand look and colors on 30% of the postcard front and
mail from the school.
100% on the back.
ANNOUNCEMENTS AND MAILINGS
steward monte carlo night
Maintain use of blue and white as well.
ENVELOPES
siZe:
Use a consistent postcard size for all announcements. 11 x 6 is a good size that gives
of room for content. Use a consistent back panel for information. Use horizontal Style and consistency help Steward families quickly identify maillots from the school. postcards with a 6.25” wide image area and leave the rest white for mailing puposes.
Maintain the consistent Steward brand for all announcements despite different events or all announcements
Keep the Steward logo in a consistent placement in the top left corner of the white space in the mailing area. Use consistent fonts for the addresss information. Keep the
or school departments. Always keep graphics and tone consistent with The Steward Steward logo in the blue unless using black and white printing.
brand. School logo should always be on the front. Keep colors and typography differentSchool events or school paper:
within the Steward brand.
steward www.stewardschool.org monte carlo night
n the consistent Steward
Our passion is helping students discover theirs.
It is important to keep the branding consistent on all aspects of communications, even Learn more about the new site and consider parent workshop. Own attending a piecea of Steward!
11600 Gayton Road C Richmond, Virginia 22238
Get Bid onconnected. this original You’ll be you did. artwork byglad Parks Duffey.
envelopes. The standard Steward mailing should have a simple envelope, with the logo Tuesday, September 30, at 8:00 a.m. Thursday, October 2 at 7:00 p.m.
Bid online through April 3, 2008 at Upper School Computer Lab in Wilton Hall www.stewardschool.org/gala
and address in upper right corner. There is also a more formal option, with the
Questions? Please contact webmaster Rebecca Carelli-Sennett at rebecca.carelli@ For more information, call Roper at (804) 565-2327 stewardschool.org or Adair (804) 740-3394, ext.580.
wordmark and address on the back flap. For special events, the designer may add an embellishment on the front of the envelope that accompanies the event theme.
Use a consistent paper for all announcements. Choose bright white matte or gloss coated stock. 100# cover weight stock.
ents.
DON’T
Create different themed looks for different events. Don’t use different back arrangements or use black for the logo. 2019 EVENTS
crocs...
www.stewardschool.org
SAVE THE DATE
11600 Gayton Road Richmond, Virginia 23238
11600 Gayton Road Richmond, Virginia 23238
FUEL THE MIND | STIR THE IMAGINATION | UNLEASH THE POSSIBILITIES
Have you seen our new site?
John Q. Sample 1234 Street Name City, State 12345
MLK Day Special Programming 1/21
It’s easy to use, personalized & private. And it’s waiting for you.
Winter Play – “Who Am I This Time?” 2/7 – 9 Visiting Innovator 2/12 Our passion is helping students discover theirs.
passion is helping students discover theirs.
nd, Virgini Road C Richmo
dschool.org ww w.stewar
Gala and Auction at VMFA 3/2 a 22238
11600 Gayton
and ut the new site Lea rn more abo rkshop. ng a parent wo consider attendi
11600
Richmond, Virginia Gayton Road C
Family Bingo Night 3/22
22238
Debbie Robson Pancakes for a Purpose and Fun Run 4/6
Get connected. u did. You’ll be glad yo
Spring Musical – “Honk!” 4/25 – 27
a.m. er 30, at 8:00 Tues day, Sept emb ber 2 at 7:00 p.m. Thu rsda y, Octo in Wilt on Hall Lab r pute Com Upp er Scho ol Questions ? relli@ nett at rebec ca.ca cca Carel li-Sen webmaster Rebe 394, ext.58 0. Please conta ct rg or (804) 740-3 stewa rdschool.o
John Q. Sample 1234 Street Name City, State 12345
STEWARDSCHOOL.ORG/EVENTS
Grandparent Magnet.indd 1
34
11600 Gayton Road Richmond, Virginia 23238
Spring Ice Cream Social 4/26
11/2/18 3:13 PM
The Steward Gala
Mailing adresses should appear in Bliss 13 pt. In the file, it is helpful to add a cue for the printer using a sample address in a green spot color (color should be named “variable data”)
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EVENTS
CAMPAIGNS
Creating a look for a Steward event is a balancing act. While the event needs to be on-
To build comfort and trust among families and donors, maintain the consistent Steward
brand, it also provides an opportunity to create something new and exciting. The
brand for all campaign materials. Focus less on introducing new themes or concepts and
creative should feel comfortingly familiar while also inspiring and new. Create a “logo”
more on presenting a clear, consistent design and message. Utilize personal stories, the
for the event that is both on-brand and unique. Keep colors and typography within the
“moments” photography, and video to encourage a deeper connection with the
Steward brand. The designer may also use one additional typeface that adds some
recipient. Present the brand in its purest form: Brand primary colors, powerful concepts,
excitement or drama to the event.
strong copywriting, and a great image + headline combination.
Today she’s an avid reader, a social butterfly, and a budding musician.
WHAT COULD SHE BECOME TOMORROW?
FUEL THE MIND | STIR THE IMAGINATION | UNLEASH THE POSSIBILITIES
Whatever the future may hold, the meaningful and inspiring curriculum of The Steward School helps develop the skills your child will need. They’ll be immersed in an atmosphere of rigorous academics, boundless creativity, and infinite possibilities.
Please join us for Middle & Upper School
SPARTAN
Grandparents & Special Friends Day
CLASSIC
Call 804-565-2334 today to register for our Admissions Program held on November 11 at 2 p.m. or to schedule a personal tour.
Friday, October 19, 2018
We prepare your child for a future that’s yet to be imagined.
FUEL THE MIND | STIR THE IMAGINATION | UNLEASH THE POSSIBILITIES
golf classic program 2018.indd 1
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9/26/18 7:04 PM
Grandparents Day invitation.indd 1
9/18/18 5:34 PM
www.stewardschool.org | JK-12
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T-SHIRT GUIDELINES To ensure brand integrity, please follow these guidelines when creating t-shirts:
A. LOGO/GRAPHICS When the logo or brand asset appears on a t-shirt, it must follow all the guidelines previously laid out in this document (see pages 6-21). Logo and assets must be used as they are delivered in the logo files, never redraw, change proportions, rotate, rearrange parts, add additional graphics, infringe on clear space, change the color or add filters or effects. Approved graphics are shown at page right. Additional graphics provided by vendors (ie. Under Armor) or created by marketing may be used on shirts.
B. COLOR T-shirts color and printing ink may be
Steward blue, Steward Gold, white or gray. No additional colors will be permitted. (See page 22 for details.)
C. TYPOGRAPHY T-shirts should use the Steward typefaces (Bliss, Brandon Grotesque or ITC Century) with one additional “emphasis typeface” that can be used in large headlines, but not body copy.
STEWARD BLUE
SPARTAN GOLD
D. ILLUSTRATION Student drawings may be used on t-shirts when provided to marketing to be turned into t-shirt graphics. At the designer’s descretion, the graphic may be adjusted to increase legibility, appropriateness, or to keep it within brand standards.
STEWARD BLUE PMS 288 C100 M67 Y0 K23 #004b8d
SPARTAN GOLD PMS 1235 C0 M18 Y95 K0 #ffcf1e
STEWARD DARK BLUE C100 M87 Y27 K19 #1d386d
SPARTAN DARK GOLD C0 M27 Y95 K0 #fdb924
All t-shirt designs must be submitted to marketing for approval before production. 38
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