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Brand Visuals Guidelines A guide to visually bringing TanenbaumCHAT to life...
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Contents 03
Intro
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Our New Logo
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Logo Variations
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Colour Options
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Logo Don’ts
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Spacing
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Our New Tagline(s)
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Tagline Variations
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Combined Logo & Tagline
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Internal Group Branding
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UJA Federation
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Helpful Questions
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Brand Colours
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Brand Fonts (Official, Accent, Alternatives)
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Final Thoughts
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We’ve been revived... These guidelines explain how to apply our reinvigorated brand identity in a consistent & inspiring way. From our logo varieties to color schemes to fonts, this document gives you all the tools you need to spread our new look and personality into all our materials for parents, students, and our community.
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Introducing our new look... After celebrating our 50th Jubilee year, we felt it was time to update our official branding to something with a little more personality. To echo the multi-faceted experience our school offers, we’ve incorporated a swirl of bright colours into our traditional Magen David. Now our logo looks as exciting as our students, our faculty, and our school.
BA UM
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There’s lots of variety here... We have different logos for different purposes. To make it easier, we’ve defined general rules of use for each logo here. If you’re not sure what logo to use for a specific project, simply ask the director.
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Full Legal Logo For mandatory use on all external print materials or advertisements. Must be used at least once, but can be combined with star logo.
Small Advertising Logo For use on internal documents or smaller adverstisements where the main logo would be unreadable or take up too much room.
Star Logo For use as an icon or emblem on promotional materials, sports & extra-curricular items, and in combination with full legal logo.
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A version for every possibility... To ensure options for every need, we have different colour versions for each logo. These are optimized for the best output for their specific colour space. The full colour version is available in solid Pantone or CMYK for print materials and in RGB for on screen applications. Solid blue can be used for a one-colour alternative.
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Reversed
One Colour
Greyscale
Full Colour
Full Legal Logo
Small Advertising Logo
Star Logo
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Just a few no-no’s... There are some things that should never be changed. One of those is our logo. To keep our new look consistent, here are some things you should avoid doing.
Do not skew or rotate.
Do not stretch disproportionately.
Do not mix up the icon/text combinations.
Do not use brand colours or patterns as backgrounds.
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Do not change the colours.
Community Hebrew Academy of Toronto
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Do not change the font or text.
Community Hebrew Academy of Toronto
Blue is an exception, with the logo’s blue elements reversed to white.
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Spacing things out... When using our logo, make sure to leave some breathing room. We recommend using elements from the logo itself to ensure minimum spacing at any size.
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Meet our new messaging... To go along with our great new logo, we added a brand new tagline. We wanted a message that embodies our philosophies and speaks to everyone—from students to parents to the community as whole. That is just what we got with our versatile and customizeable messaging. Our tagline can be displayed as two lines or as a single line, based on your design and available space.
Living the Experience. Defining Their Future. Living the Experience. Defining Their Future. Defining Their Future. Living the Experience. Living the Experience. Defining Our Future. Living the Experience. Defining Our Future. Living the Experience. Defining Our Future. DefiningDefining Our Future. Living the Experience. the Future. Living the Experience. Defining the Future. Living the Experience. Defining the Future. Living Living the the Experience. Experience. Defining Defining the My Future. Future. Living the Experience. Defining My Future. Living the Experience. Defining My Future. Living Living the the Experience. Experience. Defining Defining My YourFuture. Future. Living the Experience. Defining Your Future. Living the Experience. Defining Your Future. Living Living the the Experience. Experience. Defining Defining Your Their Future. Future. Living the Experience. Defining Their Future. Living the Experience. Defining Their Future. Living Future. Living the the Experience. Experience. Defining Defining Their Our Future. Living the Experience. Defining Our Future. Living the Experience. Defining Our Future. Living the Experience. Defining Our Future.
Living the Experience. Defining the Future. Students
Living the Experience. Defining My Future. Parents
Community
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Changing our perspectives... Living the Experience.
Defining the Future.
As part of our renewed brand, we are working on changing the way we talk.
Living the Experience. Defining the Future.
Living the Experience. Defining My Future.
Living the Experience. Living the Experience. Defining My Future. Defining Your Future. When talking to students in any format, we should be using the ‘My’ or ‘Your’ versions of our tagline and communicating from their perspective. These help the student to relate on a more personal level to their education and high school experience. We are all about empowering our students to take their futures into their own hands by optimizing their experiences—academic and extra-curricular—at TanenbaumCHAT.
Living the Experience. Living the Experience. Defining Your Future. Defining Their Future. Living the Experience. Living the Experience. Defining Their Future. Defining Our Future.
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Living the Experience. Defining Your Their Future. Future. Parents have a different set of needs and wants. We understand that their children are first and foremost in their thoughts when it comes to our school. To relate on a parent’s level, we use the ‘Their’ version of our tagline and talk directly to their concerns for their children’s experiences and future success.
Living the Experience. Defining Their Future. Our Future.
Living the Experience. g the Experience. Defining the Future. Defining Our Future. When participating in community events or addressing common goals, we use the ‘Our’ version of our tagline to show support. As part of the Jewish community, we value our collective heritage and understand our role in strengthening the next generation. We face challenges and look to build a strong future together as a whole.
g the Experience. Defining My Future. g the Experience. Defining the Future.
g the Experience. Defining Your Future. g the Experience. Defining My Future.
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Putting it all together... As a general rule, you should always use the logo and tagline combination. We’ve set out the official combinations for you here. However, you can potentially use them side-by-side or nearby if absolutely necessary for spacing or readability reasons. Remember to use the correct version of the tagline for your audience.
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We are all part of a whole... Our new brand encompasses every aspect of TanenbaumCHAT, including any associations or departments. To make them look like they belong, they should use the star logo combined with their name. To add some personality, the main part of the name can use our alternate font Marydale and the type of group can use Frutiger LT Std Bold Condensed in uppercase. We’ve used the Alumni Association as an example here. The same principle can be applied to other groups. These can be combined with the audience-appropriate taglines as necessary.
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Don’t forget our UJA friends... As part of the Jewish community, all our printed materials, publicity, and promotional items must include the UJA Federation’s logo.
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Keep in mind... The goal is always to maintain consistency in the look and feel of our brand. Answering the questions below may help you pick which logo or tagline to use, where to put them, and how best to communicate.
WHO am I talking to? WHAT am I creating? WHERE will it be distributed? HOW will it be printed? Does it feel like TanenbaumCHAT?
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Showing our true colours... With our new bright logo, we have lots of colours to choose from. Although the colours may be used individually for grouping, we recommend having the secondary colours used together proportionately, so that they do not overpower each other or the viewers. Its all about visual hierarchy and keeping the TanenbaumCHAT brand exciting, not messy.
23 Primary 100%
80%
50%
20%
These are main
Pantone Black C K80
brand colours. The default for
Pantone 2995C C90 M11 Y0 K0
text is 80% Black.
Secondary These are the
Pantone 711C C100 M0 Y80 K2
R231 G25 B57 HEX: #E71939
Pantone 675C C17 M100 Y0 K0
R196 G17 B136 HEX: #C41188
Pantone Rhodamine Red C C3 M89 Y0 K0
R230 G64 B151 HEX: #E64097
complimentary brand colours. Use in the proportions shown here so as not to overpower the primary brand colours. Tints can be used for any colour where needed.
Pantone 123C C0 M24 Y94 K6
R225 G196 B37 HEX: #FFC425
Pantone 021C C0 M53 Y100 K0
R247 G142 B30 HEX: #F78E1E
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Fonts of knowledge... Our main typeface is easy to read, with a variety of weights and styles to help you communicate clearly and efficiently. Frutiger LT Std is our standard typeface for all print materials and promotions. Our logo text uses 67 Bold Condensed for the full name. Generally, 55 Roman is the standard body text weight, combined with 65 Bold or 56 Italic for emphasis. There are also condensed versions available for pull-outs. The combinations are infinite.
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Frutiger LT Std A BC D E F G H I J K L M N O P Q R S T U V W X Y Z ab cdefghijklmnop qr s tuv w x y z 123 45678 9 0 (.,:;?!$&@ -*)
Aa 55 Roman
Aa 56 Italic
Aa
Aa
Aa 66 Bold Italic
Aa
Aa
Aa
Aa
65 Bold
75 Black
76 Black Italic
57 Condensed
67 Bold Condensed
77 Black Condensed
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Adding a little personality... We have incorporated a handwritten typeface into our brand for a more fun, personal touch. Marydale is used in combination with Frutiger LT Std in our tagline.Be careful to not overuse Marydale; it does not belong in paragraphs or anything more than a few words. Use it as accents in headers, on graphics, or wherever a bit more personality is needed alongside our standard font.
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Marydale
A B C D E FG H IJ K L M N O PQ RST U V WXYZ abc de fg hijk lm n opqr st uvw xyz 1234567890 (.,:;?!$&@-*)
Aa Regular
Aa Bold
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An alternative... If you are working online you will need to use Trebuchet MS as a web-friendly alternative to Frutiger LT Std. Trebuchet MS can also be used when typing letters or memos on our branded letterhead. Tahoma may be substituted if necessary.
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Trebuchet MS
A B CD EFG H IJ K L M N O P Q R S T U V W X Y Z abcdefghijklmnopqrstuv w x y z 123 456789 0 (.,:;?!$&@-*)
Aa Regular
Aa
Aa
Aa
Bold
Italic
Bold Italic
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Final thoughts... Now you should have everything you need to use our new brand effectively in your design. The overall feel should be modern, fun, clean and exciting—filled with energy, but not overwhelming or messy. All the files you could need should be found in TanenbaumCHAT’s branding folders. For additional resources on basic terms and principles mentioned in this document, see the brand-resource.pdf.
Wallenberg Campus 200 Wilmington Avenue Toronto, ON, M3H 5J8 Tel. 416-636-5984 Fax. 416-636-7717
Kimel Centre 9600 Bathurst Street Vaughan, ON, L6A 3Z8 Tel. 905-787-8772 Fax. 905-787-8773
present by U2R1 Media Inc. w w w.u2 r1m e d i a . co m Š 2011 The Anne & Max Tanenbaum Community Hebrew Academy of Toronto | All rights reserved.