Brandbook by Wei Yang Hsu

BRAND IDENTITY MANUAL A GUIDELINE FOR THE USAGE AND REPRODUCTION OF FIVE KEYS SCHOOLS AND PROGRAMS LOGO, IDENTITY SYSTEM, APPLICATIONS, AND MULTIMEDIA.

HELLO, WE ARE FIVE KEYS SCHOOLS AND PROGRAMS

Five Keys Charter School was founded in 2003, in the San Francisco County Jail. Nobody in the United States had ever attempted to launch a charter high school inside a jail, and the chances of success were slim. But a small group of dedicated people, working in concert with supportive members of the Sheriff’s Department defied the odds and made it happen. Since then, Five Keys has grown well beyond its early physical boundaries and has achieved more than its founders could have imagined. Our student body was initially comprised of prisoners and those released from jail, people whose actions have harmed their communities, and, more often than not, are themselves victims of abuse and neglect, but now also includes members of the community that are impacted by the difficulties of neighborhoods that are underserved. By incorporating a comprehensive high school curriculum in a fully structured schedule, Five Keys is able to help turn the shame of being without an education and the ignominy of imprisonment into the pride of knowledge and the dignity of being a constructive community member. These changes don’t happen overnight. Like the great baseball manager Chuck Tanner once said: “There are three secrets to managing. The first secret is to have patience. The second is to be patient. And the third most important secret is patience.” When we see a repeat offender earn their diploma from Five Keys and we hear them accept their own responsibility for their behavior as they move into a restorative role for themselves and their community, it’s like watching that player that you brought in as an unseasoned rookie hit one out of the park in their first major league at bat. On behalf of everyone involved with Five Keys, we thank the leadership and students of the Academy of Art University and their teacher, Thomas McNulty, for their time, their talent and especially their passion. Their contribution to the look and feel of our design will help us advance our message of Education, Employment, Recovery, Family and Community to a wider audience and forge new partnerships, which in turn will allow us to continue to expand and bring our important work to communities in need.

Sunny Schwartz Founder

Steve Good Executive Director

WE ARE SET ON CHANGING THE STATUS QUO.

In 2003, we began our mission to redefine the way people think about themselves, others, and their communities through education. We provide the underserved with opportunities to restart their lives with a focus on the Five Keys: Education, Employment, Recovery, Family and Community. Five Keys School and Programs is here to support and guide students to success. This brand identity manual will do the same for you. In here, we explain how the brand logo was made, how it carries its weight, and how you can best use it to your advantage for any form of media.

CONTENTS 1.0 / IDENTITY SYSTEM 1.1 1.2 1.3 1.4 1.5

Logo Construction Clear Space Logo Usage Secondary Logo Graphic

1.6 1.7 1.8 1.9

Logo Scale Brand Colors Color Usage Unacceptable Usage

2.0 / GRAPHIC SYSTEM 2.1 Typography 2.2 Display Typography 2.3 Photography

3.0 / APPLICATION USAGE 3.1 3.2 3.3 3.4 3.5 3.6

Stationery System Diploma Advertisement Apparel Promotional Items School Items

4.0 / MULTIMEDIA 4.1 Website 4.2 Mobile Advertisement

1.0 / IDENTITY SYSTEM 1.1 Logo 1.2 Construction 1.3 Clear Space 1.4 Logo Usage 1.5 Secondary Logo Graphic 1.6 Logo Scale 1.7 Brand Colors 1.8 Color Usage 1.9 Unacceptable Usage

1.1 / LOGO Previous Identity

Previous Identity

This logo was based upon five open books with a star in the middle, contouring the inner negative space. This logo is a pictogram which can be easily understood as success through education, but as the organization grew, the logo did not, and it lacked flexibility in representing every other facet of the organization.

IDENTITY SYSTEM

Current Identity

The current logo symbolizes the moving forward for Five Keys as an organization. This look lends itself to a new era, taking a bold and modern typographic approach to match our ever-growing brand. With this inviting design, we hope to redefine ourselves while matching the needs of anyone that may step into our facilities.

1.2 / CONSTRUCTION

x 0.25

Construction

The development of the logo can be seen in its construction. As the word mark is solely in lowercase letters, the x-height is its most important feature. Hence, the x-height of “five keys” becomes the X measurement of the logo. One-fourth of X is equal to the x-height of “schools and programs.”

IDENTITY SYSTEM

1.3 / CLEAR SPACE

Clear Space

X is then used as the clear space to surround the logo. This clear space helps maintain the integrity of the logo in making sure that other elements are far enough away to not compromise the brand. Clear space helps the logo maintain its clean and modern attributes.

1.4 / LOGO USAGE Primary Logo

Horizontal Lockup Logo

Primary Usage

The primary usage signifies the main two lockups of the brand logo. Both the primary and horizontal lockups can be used in a variety of settings as illustrated in the application examples of Section 3. Using these lockups will maintain the overall qualities of the brand and can stand alone in any setting.

IDENTITY SYSTEM

Secondary Logo

Horizontal Secondary Logo

Secondary Usage

The secondary lockups are used in places that doesnâ&#x20AC;&#x2122;t allow the primary lockups to maintain its integrity as a brand. These secondary lockups will help in small scale placements as shown in Section 1. There are two secondary lockups, one is similar to the primary lockup but without the signifier at the bottom and the other one is a horizontal lockup having the two words in one line.

1.5 / SECONDARY LOGO GRAPHIC Logo Graphic

1.5 x

Logo Graphic

This version of the logo is to be used in settings where a graphic is needed, but not necessarily the entire logo name. It drops the “schools and programs” subhead and crops off the “f” and “y.” More specifically, the left crop should sit snug along the stem of the “f” and the bottom crop should take one block from the bottom of the “y.” The result is an edgy and modern look, in accordance to the brand identity.

IDENTITY SYSTEM

Logo Graphic Usage

This version of the logo is to only be used where an edge is present on the left and bottom sides for it to sit on. The logo can be used on a solid color background or photography background. It must not be used with opacity or on an image with colors that make the logo illegible. It is recommended for use as a graphic.

1.6 / SCALE Minimum Size of Primary Logo

1 INCH

Minimum Size of Horizontal Lockup Logo

1.75 INCHES

Primary Logo

The minimum size of the logo should be reserved only for when layout space is limited. The minimum size of the primary logo is 1.25 inches wide. The minimum size of the horizontal lockup is 2 inches wide. In any other situations where a smaller logo is needed, the secondary logo should be used.

IDENTITY SYSTEM

Minimum Size of Secondary Logo

0.5 INCH

Minimum Size of Secondary Logo

0.8 INCH

Secondary Logos

The secondary logos have been designed for applications that require the logo to be in its smallest sizes. In order to retain the legibility and integrity of the logo, the minimum sizes are set. These minimum sizes should be followed to make sure that the brand logo can be recognized.

1.7 / BRAND COLORS Primary Colors

HEX

#7ac9f0

HEX

#000000

C Y M K

47 4 0 0

C Y M K

60 40 40 100

R G B

122 201 240

R G B

240 78 48

HEX

#ffffff

C Y M K

0 0 0 0

R G B

255 255 255

Primary Colors

The brandâ&#x20AC;&#x2122;s colors dictate the mood and persona of the brand. The primary color was chosen because of the significant qualities that color blue holds. Blue symbolizes trust, calm, modern and relatable. These choices made on color further develop the goal of the brand and adds to the layers of meaning behind it.

IDENTITY SYSTEM

Secondary Colors

HEX

#acd7f3

HEX

#d4e5f6

C Y M K

30 4 0 0

C Y M K

15 4 0 0

R G B

172 216 243

R G B

213 239 249

HEX

#bbbdc0

HEX

#dbdcde

C Y M K

0 0 0 30

C Y M K

0 0 0 15

R G B

188 190 192

R G B

220 221 222

Secondary colors are used in different applications to help strengthen the logo and create a more developed brand. As secondary colors, they should recede in hierarchy, which is why they are different tones of the primary color. The reason for that is to maintain the qualities of the brand without diverting the attention away from it.

1.8 / COLOR USAGE Original Logo

Reversed Logo

The black and white iterations of the logo shows how the brand holds when it is reversed out. This shows the legibility and flexibility of the logo on any background. These versions can be interchangeable on photography as long as it maintains adequate value difference with its background.

IDENTITY SYSTEM

Logo with Background Colors

Background Colors

The brand can also hold its qualities in situations where a background color is implemented. These background colors are taken from both the primary and secondary colors to help clarify the color usage within the brand, but it can be used on top of photography. Incorrect usage is shown in the following spread.

1.9 / UNACCEPTABLE USAGE A.

Unacceptable Usage

A. Do not rotate the logo to any degree. B. Do not condense the logo. C. Do not extend the logo. D. Do not alter the typefaces set in the logo.

IDENTITY SYSTEM

Unacceptable Usage

E. Do not outline the logo. F. Do not use opacity on the logo. G. Do not rearrange the elements of the logo. H. Do not add graphic elements to the logo.

1.9 / UNACCEPTABLE USAGE I.

Unacceptable Usage

I. Do not use the logo in a color outside the brand colors. J. Do not mix colors within the logo. K. Do not use the logo on a background of insufficient contrast. L. Do not apply a gradient or split fountain on the logo.

IDENTITY SYSTEM

Unacceptable Usage

M. Do not use the logo on a complicated background. N. Do not apply drop shadows or other effects to the logo. O. Do not create a photo or texture mask with the logo. P. Do not use the logo as a pattern.

2.0 / GRAPHIC SYSTEM 2.1 Typography 2.2 Display Typography 2.3 Photography

2.1 / TYPOGRAPHY

AVENIR Primary Typeface

AVENIR AVENIR

AVENIR AVENIR AVENIR

93pt

83pt

72pt

63pt

52pt

40pt

33pt

27pt

21pt

AVENIR

13pt

Primary Typeface

The primary typography is the main typeface that the brand is based upon. Avenir Black act as a starting guide to the brandâ&#x20AC;&#x2122;s development. The typeface is chosen for its modern and geometric quality, which are the two main goal of the rebranding of the company. The rebrand utilizes these quality that the Avenir Black typeface bring since the logo consist of only a wordmark.

GRAPHIC SYSTEM

A A

Avenir Black

ABCDEFGHIJKLMN OPQRSTUVWXYZ a bc defghijk lmno pqr st v wxy z 0123456789 !@#$%^&*()_+<>?:”{}[]

Avenir Light

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmno pqrstvwxyz 0123456789 !@#$%^&*()_+<>?:”{}[]

D 2.2 / DISPLAY TYPOGRAPHY Secondary Typeface

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmno pqrstvwxyz 0123456789 !@#$%^&*()_+<>?:â&#x20AC;?{}[]

DIN ALTERNATE

Secondary Typeface

The display typeface used is DIN Alternate. This typeface supports the brand in its legibility and uncomplicated, unadorned design, elevating the modern and geometric quality of the brand. The all caps approach helps in making the brand bold, giving it character on business cards and other stationery.

GRAPHIC SYSTEM

Headline Typeface

HEADING

Knockout 50 Welterweight 72pt

Numbers Typeface

0123456789

Univers LT Std 67 Bold Condensed 72pt

Body Copy Typeface

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmno pqrstvwxyz 0123456789 !@#$%^&*()_+<>?:”{}[]

San francisco Text Bold

San francisco Text Light

Tertiary Typefaces

Knockout 50 Welterweight is used as a headline typeface in large sizes for impact. It is paired with Univers LT Std number set, so as to match the boldness of Knockout. The body copy used in this book is set in San Francisco Text Light and Bold. This typeface pairs well with the condensed faces of Univers and Knockout.

2.3 / PHOTOGRAPHY

Look and Feel

We hope to encourage and inspire those who come from tough backgrounds to come back to education and restore their communities with imagery that is truthful. We want to give a face and a name to the people we serve, and show the world that there is potential in everyone, no matter where they come from.

GRAPHIC SYSTEM

Portrait Usage

We accomplish this by using documentary style black and white photography, which also allows the brand to come forward in our Five Keys Blue. Photography will play a large role in taking the world by storm, so it is important that all images follow this same style; powerful, raw, truthful.

3.0 / APPLICATION USAGE 3.1 Stationery System 3.2 Diploma 3.3 Advertisement 3.4 Apparel 3.5 Promotional Items 3.6 School Items

3.1 / STATIONERY SYSTEM Letterhead

Five Keys Schools and Programs T: 415. 734.3311 W: fivekeyscharter.org 70 Oak Grove Street San Francisco, CA 94107

May 24th, 2017

Charles Best 207 Powell Street 600, San Francisco CA 94102

Dear Mr. Best, As Five Keys Schools and Programs approaches its 15th anniversary in 2018, I am honored and truly humbled to celebrate this momentous occasion with our teachers, staff members, partners and supporters including the San Francisco Sheriff’s Department, without whom the very idea of Five Keys Schools and Programs would not have been born.Most important, I am so proud of our students who continue to graduate on a daily basis from our in-custody and ever-expanding community programs. We have faced many challenges over the years especially from those who believed this idea was impossible to implement. Life is sometimes about leaping over barriers that keep us from the future we all deserve. We believe that “change is possible” and that by creating opportunities through education, the impossible becomes possible. The proof is in our graduates. I would like to welcome you as a new partner. I look forward to working together on the Five Keys Project and I am sure that you will be extremely satisfied with our schools and porgrams. You are invited to make an appointment to visit our shcool at your earliest convenience. We will be happy to show you around and discuss any aspect of our credit policy with you. Please let me know, if you have any questions.

Sincerely ,

Steve Good, Executive Director

Letterhead

The letterhead is to be used in correspondence outside of the realm of emails and phone calls. This is for official documents and letters between members of the Five Keys staff, acceptance letters to new students, outreach to potential funders, and any other correspondence an employee wishes to use it for.

APPLICATION USAGE

Business Card

I AM STEVE GOOD, THE EXECUTIVE DIRECTOR OF FIVE KEYS SCHOOLS AND PROGRAMS. T: 415. 734.3311 E: steveg@fivekeyscharter.org W: fivekeyscharter.org 70 Oak Grove Street San Francisco, CA 94107

Envelope

Five Keys Schools and Programs 70 Oak Grove Street San Francisco, CA 94107

Charles Best 207 Powell Street 600, San Francisco CA 94102

Business Card and Envelope

Our business cards display employee’s names and titles in a unique manner. It is written in sentence structure, where the name of the person is in blue, followed by their title and place of work. In the bottom left of the card is the person’s contact information. The secondary logo graphic is used on the back of the business card, as well as on the front of the letterhead and envelope.

3.2 / DIPLOMA

Five Keys Independence High School San Francisco Unified School District

Treshawn Rentie has met the standards of the state of California board of education for successful completion of high school equivalency test exams and is there by awarded this high school equivalency certificate.

January 26, 2017

Sheriff Vicki Hennessy

Executive Director, Steve Good

Diploma

A diploma is a certificate awarded by an educational establishment to show that someone has successfully completed a course of study. It is often a document that alumni treasure their entire lives. We bring that sense of accomplishment to the graduates of Five Keys Independence High School with a beautiful diploma that theyâ&#x20AC;&#x2122;d want to display in their homes or offices.

APPLICATION USAGE

Seal

Embossed impressions add dignity and unmistakable charm to any document. They bring a sense of prestige and formality. These are to be used on the diplomas as a blind emboss and on any other official documents by Five Keys Schools and Programs, including letterhead and envelopes.

3.3 / ADVERTISEMENT

Billboard

A billboard (also called a hoarding in the UK and many other parts of the world) is a large outdoor advertising structure, typically found in high-traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers. They work best with clear, concise messaging, as the people who are viewing it are on the move. Six or less words works best.

APPLICATION USAGE

Bus Stop

Advertising on bus stops/bus shelters will also help to reach pedestrians and drivers. Bus stop ads are available in almost every city across the country. Many of the people Five Keys is trying to target tend to be those who take public transportation, so a place where they wait for said transportation makes a lot of sense. Bus stop ads also target drivers stopped at stop lights in the city.

3.4 / APPAREL

Caps

A snapback is a flat-billed adjustable cap that is typically worn by todayâ&#x20AC;&#x2122;s youth. It is an accessory that can go with most styles of streetwear. Hats can be a symbol of style and culture, but they are mostly used for the purpose of keeping cool on a sunny day. Hats with embroidery say something about a person and can start up a conversation.

APPLICATION USAGE

T-shirts and Hoodies

Wearing the logo is a great way to advertise and get the name of any business out there. T-shirts and hoodies are typically worn for casual days at work, hanging out with friends, or traveling in comfort. These are items to be worn with a sense of pride and accomplishment, as those who wear them will be faculty, students, alumni, or the loved ones of such individuals.

3.5 / PROMOTIONAL ITEMS

Drinkware

These items are great as prizes and gifts for outstanding employees, volunteers, teachers, and students during events. They can be used as incentives for outstanding performance or bought as a way to show support. Water bottles promote hydration on the go, while mugs do so in the home.

APPLICATION USAGE

Pins and Flash Drives

These items can be handed out at trade shows and conferences as a way to show support on a smaller scale and more personal level. Students and family members of those in programs can pin these on their bags, shirts, hats, and whatever else they want, while the flash drives can be used for transporting digital files wherever the person goes.

3.5 / PROMOTIONAL ITEMS

Stamp

Stamp is a great tool to make a mark on anything. This item can be used on documents, envelopes, letterhead, and more. Stamp use a rubber pad with the graphicâ&#x20AC;&#x2122;s negative etched into it so as to leave the solid part as the positive version. Stamp textures give a personal touch to anything itâ&#x20AC;&#x2122;s used on.

APPLICATION USAGE

Table Cloth

A simple table cloth can really help make a booth stand out among the sea of booths on a convention floor. This item can be used over and over again at any and all tabling events. They set the stage for the brand to shine. Plus, having hand outs like water bottles will allow the mark to travel and make a bold statement wherever its carried.

3.6 / SCHOOL ITEMS

Faculty Items

Faculty badges are a must in any organization setting where identifying oneself is a crucial way in keeping teachers and students safe. Folder and pens help keep those working for Five Keys looking professional and organized. Different colors for the folders and pens can help break up the monotony of office work and bring the brand to life on someoneâ&#x20AC;&#x2122;s desk.

APPLICATION USAGE

Student Items

Students also need stationery to work with. Notebooks, pencils, and erasers are essential for all students of any academic level. With these tools, a student is sure to excel in anything they set their mind to, and allow for creativity to flow from the brain to the page. A separate eraser may seem unnecessary, but it allows people to jot down everything they would want to without worry of making mistakes.

4.0 / MULTIMEDIA 4.1 Website 4.2 Mobile Advertisement

4.1 / WEBSITE

Website

Through the strategic combination of typography, color, and photography, the website is created in a format that is easy to navigate and targets government officials and donors. Large type is utilized heavily throughout the website, making each screen have impact and voice. The Five Keys Blue is used as a spot color to give meaningful attention to quotes, banners, and images.

MULTIMEDIA

4.2 / MOBILE ADVERTISEMENT

Mobile Advertisment

With the use of social media advertisements, we can reach target audiences easily and efficiently. Everyone uses social media on their mobile devices so it makes sense to utilize that space for them to learn more about the opportunities that Five Keys provides. This also makes relevant information quickly shareable among friends and family.

MULTIMEDIA

INDEX

Team 24/7 Branding Team Celina Oh / Leader Che Chiang Gloria Sukamto Patcharin Opattarakul Minglang Jiang / Logo Design Wei Yang Hsu Xin Du

Photographer Santosh Korthiwada

Five Keys Schools and Programs Steve Good / Executive Director of Five Keys Schools and Programs Sunny Schwartz / Co-Founder of Five Keys Schools and Programs Sheila Von Driska / Creative Director for Five Keys Schools and Programs

Academy of Art University

Elisa Stephens / President of Academy of Art University Phil Hamlett / Director of School of Graphic Design at Academy of Art University Mary Scott / Chair Emeritus of School of Graphic Design at Academy of Art University Thomas McNulty / Associate Director of School of Graphic Design at Academy of Art University

Copyright ÂŠ 2017 Five Keys Schools and Programs All Rights Reserved. No parts of this publication may be reproduced, stored in retrieval system, or transmitted in any form by any means electronic, mechanical, photocopying, recording or otherwise without the permission of the copy right holder.

FIVE KEYS SCHOOLS AND PROGRAMS 70 OAK GROVE STREET SAN FRANCISCO, CA 94107

T: 415. 734.3311 W: FIVEKEYSCHARTER.ORG