Durham Public Schools embraces, educates, and empowers every student to innovate, serve, and lead.
By adopting a comprehensive approach, wherein the Durham community collectively takes responsibility for investing in every child, we can guarantee that resources and opportunities are guided by equity. Moreover, we will be purposeful in establishing ambitious expectations for all stakeholders involved in educating the whole child. By enhancing the capabilities of administrators, teachers, staff, and parents, we aim to empower them in effectively supporting and fostering effective instruction and student learning.
Your contribution to sharing our story and spreading it across the globe is immensely significant. Instead of considering this as a strict set of rules, view it as a valuable resource to consistently and effectively convey your pride in Durham Public Schools. Within these pages, you will discover all the necessary tools to inspire any audience, and ignite their love and enthusiasm for our district. With your talent and creativity, utilize the cues provided on design, photography, and messaging as a springboard for your own unique expression.
NEED DESIGN HELP? CONTACT THE OFFICE OF PUBLIC AFFAIRS!
Address 511 Cleveland Street Durham, NC 27702
Phone Phone: + 1 (919) 560-2000
Online Email: public_affairs@dpsnc.net
Website: www.dpsnc.net
Our brand at Durham Public Schools is the fundamental cornerstone of our identity. It extends far beyond mere graphics and logos; it encompasses the reputation we
establish and uphold. While graphics serve as a visual representation, they reflect the core beliefs we embrace and strive to embody in our everyday endeavors.
Core Beliefs
Centering Idea
Our students and schools deserve equitable access to the resources and opportunities they need to succeed. Durham Public Schools and the community must distribute those resources in a manner that eliminates inequities.
Durham Public Schools will challenge every stakeholder, especially our students and educators, to embrace a growth mindset: the belief that every child can be academically successful. It is our expectation that all of our students will excel globally and reach their highest potential.
Durham Public Schools must be intentional in acting collaboratively and involving all stakeholders, ensuring that our community utilizes its collective resources to support every child. The Durham community shares responsibility with DPS for the success of our children.
Our students deserve an education that is caring, is culturally responsive and embraces the whole child. Durham Public Schools will address the social, emotional, and academic needs of each student.
#WeAreDPS is more than just a hashtag for Durham Public Schools; it embodies the spirit, unity, and collective identity of our entire educational community. It represents the unwavering commitment of students, teachers, administrators, staff, families, and community partners who come together to create an inclusive and vibrant learning environment. #WeAreDPS signifies our shared dedication to excellence, equity, and opportunity for every learner. It reflects our belief in the power of education to transform lives and empower individuals to reach their highest potential. Through collaboration, compassion, and innovation, #WeAreDPS signifies our collective determination to provide an exceptional educational experience that prepares students to thrive academically, socially, and emotionally. It unites us in our mission to shape a brighter future, making Durham Public Schools a place where everyone feels valued, inspired, and empowered to make a difference.
Our brand is a reflection of the deeply-rooted values cherished by the Durham community. We are an integral part of a vibrant ecosystem that thrives on innovation, growth, and the availability of resources that SPARK new ideas. Our purpose is to wholeheartedly embrace, educate,
Brand Tone & Voice
District Logos, Colors, and Typography
Department/School Logos
and empower our students, encouraging them to transform their acquired knowledge into a catalyst that IGNITES their passion for innovation, service, and leadership in both their professional endeavors and personal lives.
Our brand voice is the personality and character that represents DPS. It reflects our values, aspirations, and the way we want to be perceived by our audience. Here are the key attributes that define our brand voice:
While our brand voice provides the overall personality, our brand tone adapts to different situations and channels while staying true to our core values. Here are the key elements that define our brand tone:
The official district logos of Durham Public Schools are registered trademarks. They serve as visual identifiers, ensuring a consistent and recognizable presentation. Usage is limited to authorized entities and approved stakeholders
of Durham Public Schools. Any use of the logos without proper permission from the DPS Office of Public Affairs or outside the guidelines outlined in the branding guide is strictly prohibited.
• The logo must be reproduced from highresolution digital artwork
• As the primary graphic identity for Durham Public Schools, the logo must appear on all district communications (outside of school communications), including brochures, stationary, business cards, and webpages.
In certain design scenarios, the multi-colored logo may not be the optimal choice. In such instances, there are four monochrome alternatives that can be utilized.
Usage of the logo should adhere to the following guidelines:
• Avoid incorporating elements of the logo into other logos.
• Refrain from cropping the logo.
• Avoid distorting the logo.
• Do not utilize a pixelated rendition of the logo.
• Avoid tilting or flipping the logo.
• Do not modify the proportions of the logo.
• Obtain proper approval from the Office of Public Affairs before creating your own logo using parts of the original logo.
• Do not recreate the typography or substitute it with a different font outside of our typekit.
• Do not create your own monochrome version of the logo that deviates from the provided options.
• Please adhere to the specified clear space requirements (explained on the following page).
For the purpose of enhancing brand recognition, it is crucial that all marketing and communication efforts of the district employ the official and current logos and marks. The inclusion of outdated logos and marks diminishes the district’s brand awareness and generates widespread confusion. It is a forbidden practice to employ retired Durham Public Schools logos in any official capacity.
Respect the logo’s space. We consider this to be of utmost importance. The designated space, known as the safe zone, should always be maintained on digital and printed materials. This zone, which extends the height of the logo, must remain clear on all four sides. Avoid encroaching upon this space, as it ensures the logo stands out prominently.
Trade Gothic Next is a contemporary typeface that builds upon the legacy of the original Trade Gothic font. Trade Gothic, initially designed by Jackson Burke in 1948,
emerged as a versatile and popular typeface known for its clean lines and industrial aesthetic. Over the years, Trade Gothic gained recognition and became widely used in various print and digital applications.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Figures 123 456 789 0
Aa
The LT version of Trade Gothic Next serves as a substitute for Trade Gothic Next SR Pro, specifically catering to a professional context where rounded ascenders, crossbars,
and arms may not be suitable. This typeface is particularly advantageous for important documents, formal occasions, and flyers that require a more polished and professional aesthetic.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Figures 123 456 789 0
NOTE: Within the Trade Gothic Next LT & SR Pro font families, there are various other fonts available, including extended, condensed, No. 2, No. 18, No. 20, and more. All fonts within these font families are officially approved for use.
Department logos serve as a powerful tool for branding individual departments within the district. Every department in the district has the opportunity to obtain an official department logo designed for both digital and print use. The allocation of the logo is determined by your department’s lead or the Office of Public Affairs.
To ensure consistency and quality, all logos must be designed exclusively by the Office of Public Affairs. The department logo holds the potential to replace the main DPS logo on both online platforms and printed materials, eliminating the need for both logos to coexist.
The use of alternative department logos in digital and print media is permitted. These logos should be either created by the Office of Public Affairs or generated by an authorized vendor. To gain approval from the Office of Public Affairs, all vendors are required to comply with the DPS Design and Brand Guide. The use of these logos must also abide by the DPS Design and Brand Guide.
Each school community’s identity is reflected through its individualized school logos. As each school possesses its distinctiveness, the branding components should also be distinctive. Durham Public Schools acknowledges that regulating the branding strategy of each school is not necessary, and it is the responsibility of each principal to establish and maintain their own branding. In the event that a school desires to refresh its branding, they have the option to reach out to the Office of Public Affairs for assistance in connecting with an approved vendor who can provide the required services.
OTHER LOGOS & MARKS
There are a number of logos and marks utilized by Durham Public Schools for initiatives, events, and local partners associated with DPS. Each of these logos have been created and/or approved by the Office of Public Affairs. Any logos and marks for district events, local initiatives, and partners must be approved by the Office of Public Affairs before use.
After embracing the key elements that define the branding of Durham Public Schools, you are now equipped to utilize the information in this guide for crafting your own materials. While our objective is to uphold a consistent brand throughout the district, we also encourage our stakeholders
to leverage the branding to inspire their creativity. While the components of our branding are visually appealing, it is the implementation and utilization of these elements that truly illuminate our brand.
INVITATIONS MAGAZINES
RETRACTABLE BANNERS
PUBLICATIONS
POSTCARDS BROCHURES
THE OFFICIAL BRANDBOOK OF DURHAM PUBLIC SCHOOLS
