A Christ-centered college prepator y school...
B R A N D S TANDAR D S
B RAN D S TANDARD S
B R AN D S TA NDA R D S
I. The Importance of Consistency Page 3
II. Mission & Core Values Page 4
III. Primary Logos Page 5
V. Other Whitefield Organization Logos Page 13
IV. Athletic Logos Page 11
VI. Typography Page 23
VII. Colors Page 25
VIII. Spirit & Athletic wear Page 27
1
Contents
IX. Social Media Page 29
XI. Printed Materials Page 34
X. Web Page 33
XII. Photo & Video Page 34
XIII. Vernacular Page 35
XIV. Stationary & Emails Page 39
XV. Modes of Communication Page 17
XVI. Stet Requests Page 18
XVII. Strategic Communications Page 41
XVIII. Contact Us Page 42
2
The Importance of Consistency
Style guidelines are like road signs. They should be clear and direct. Drivers understand the red hexagon says “STOP” before they actually read the word. The capital letters accentuate the command for them to put on the brakes. Road signs also provide clues for what lies ahead. Our style is our own set of road signs, helping members of our community navigate through the myriad messages of school newsletters, division head emails, brochures, flyers and news releases.
Consistency in our visual identity takes the entire community. Whether it be on a flyer going home in folders, a t-shirt designed by a team mom, a yard sign for a championship-bound team, or a letter to the community, each is an opportunity to reinforce the way that we represent ourselves. The following pages detail the way we describe Whitefield Academy in a visual, written, and spoken capacity*. Following these guidelines will allow parents, students, faculty, staff and administrators—the primary readers of Whitefield Academy’s publications—to see that we respect what we do… and that we have style.
*While the communications team has tried to anticipate many scenarios in which visual identity guidelines apply, it is possible some items may have been unintentionally omitted. If a specific scenario exists in which you are using the Whitefield name, wordmark, or logo and it is not directly addressed in the guide, it does not mean it is exempt from the identity standards. If you have any questions, please contact communications@whitefieldacademy.com.
3
Mission and Core Values
Whitefield Academy, a Christ-centered college preparatory school, exists to bolster Christian families in rearing young people who go on to college and life with a passion for learning, for others ahead of self, and for the living and active Jesus.
The school holds fast to its founding vision and core values:
• Academic excellence in a college preparatory program taught from a Biblical worldview
• Covenantal education in which the faculty, administrators, board of trustees, and parents form a partnership to educate, encourage, and instruct students in a Christ-centered community
• Enrollment reflecting the racial, ethnic, and economic diversity within the body of Christ
• Effective servant leadership as a characteristic of the Whitefield Academy graduates who are prepared to make a difference in their world for Christ
• Faithful stewardship of the talents and resources of the faculty, students, and the entire Whitefield community, so that God gets the glory
• Modeling excellent Christian education in the United States:
4
Primary Logo
The Whitefield Academy primary logo includes the primary mark plus “Academy.” The primary logo has been created using type kerned to specific proportional measurements. To ensure that all of our uses of this logo are consistent in quality, do not attempt to recreate it, or to manipulate or change the marks in any way. Whitefield logos must always be used in one of the official Whitefield colors.
The primary logo is best used when outside guests will be interacting with the medium on which the logo is being printed or viewed. This logo not only communicates the most important pieces of our brand, but also identifies that Whitefield is a school. This logo is used on the majority of our publications.
5
logos are consistent, do not attempt to recreate them or to manipulate or change
6
Secondary Logo
The Whitefield Academy secondary logo includes only the primary mark. To ensure that all of our uses of this logo are consistent in quality, do not attempt to recreate them, or to manipulate or change the mark in any way. Whitefield logos must always be used in one of the official Whitefield colors.
The secondary logo is appropriate when viewers are already familiar with Whitefield Academy. This logo is often used on team uniforms, spiritwear, on-campus posters, flyers, and signage.
7
PMS 871 C
RGB: 134, 117, 77
CMYK: 44, 45, 75, 17
Hex: 8674D
In the case of formal documents, such as diplomas and commencement programs, stamped due to the challenges of these devices not being able to print this color accurately
8
Alumni
does not already exist, please contact the communications team.
of clear space surrounding them. Clear space is the area surrounding the logo that should be empty of any other text, graphics, decorative trims, or borders.
1.5 Inches 1 Inch
Cheerleading
Cheerleading
Fine Ar ts
9
The Whitefield “W”
In a competitive market with many other schools whose names begin with a “W,” it is important that we use Whitefield’s stylized “W.” This branding of the “W” is unique to Whitefield, and for recognition purposes, it is important that only this version of a “W,” with no alterations, be used.
The logo should be sized no smaller than one inch wide.
The Whitefield “W” may be used behind other design elements when both elements are still easily recognizable and readable.
Other design elements may also be layered behind the Whitefield “W” when both elements are still easily recognizable and readable.
When including other design elements, it is important that the integrity of the Whitefield “W” be maintained. Other design elements should be layered in front of or behind the “W,” and should never be added to or built on to the “W.”
10
Athletic Logos
In order to maintain the integrity of our brand, only the versions of the WolfPack Logo, “W,” and paw print pictured on the following pages may be used. No other “wolfie” character, WolfPack illustration, or paw print except for those previously approved by the communications team is permitted on any Whitefield collateral
Margin: The logo must have an easily visible margin surrounding it at all times. No other design elements, including other Whitefield branding elements, may be inside the margin at any time.
Size: The logo must never be smaller than one inch tall.
Proportions: The aspect ratio of the logo (the relationship between its width and height) must always be 4:3. The logo may not be stretched or flattened in any way.
11
Wolfpack Logo
The WolfPack logo must be placed so that the wolves are “looking” to the right if placed on a flat sign or document. The logo may be reversed so that the wolves face toward the front of any garment or item, as seen below.
Improper Logo Use
The logo may not be tilted or stretched to attempt to better fit a design.
The WolfPack logo may not be layered over top of any other element, nor should any other logo or element touch the Wolfpack logo. The logo also may not be enclosed in any shape.
The WolfPack logo pictured in this document serves as the permanent and complete replacement for the previously used WolfPack oval logo. The previous WolfPack oval logo is no longer permitted for use on any Whitefield materials.
12
Other Athletic Logos and Marks
13
Additional wording for athletics has been created and is available for use on publications. Though these pieces are available, it is not a requirement to use any of the logos below. When possible, it is preferred that Varsity font be used on Whitefield athletic wear, but this is not a requirement of WolfPack spirit wear.
14
Alumni Crest
The Whitefield Alumni Crest provides a formal logo for publications that are specifically directed to alumni or come from the Head of School’s office. This logo has only two approved versions. One includes the Whitefield Academy identifier and the second displays the Alumni identifier.
When using this crest, it is important to obtain special permission from the communications team. It is also important to ensure that the version used does not include a Whitefield logo in which the “t” and “f” have been cropped shorter than what is pictured below.
When to use the Alumni Crest
This logo only appears on documents such as diplomas and publications directed to alumni. It was created specifically to distinguish graduates and alumni of Whitefield. This should not be considered a more formal version of the Whitefield logo to be used on formal documents.
15
Significance of the Crest
As in the Whitefield wordmark, there is a cross at the center of the shield pictured in the Alumni Crest, standing for our commitment to God. The Moline Cross (comprised of the negative space between the four quadrants), which has curved ends resembling anchors, has historically been associated with the call for Christians to be “fishers of men” and lead others to Christ. There are four quadrants that are shaded blue and gold, representing the areas of academics, athletics, arts, and service. Finally, the shield is surrounded by the Latin words meaning knowledge, truth, and wisdom. All three words are central to Whitefield’s founding vision — to be a rigorous, academic, college preparatory school in a Christ-centered environment.
Whitefield’s mission is to teach students to think critically while pursuing knowledge through God’s truth — ultimately gaining wisdom. Truth is central to knowledge and wisdom which is why the word “veritas” stands prominently in the lower center of the shield.
Minnimum size:
The logo should be sized no smaller than one inch wide.
Minimum Clear Space:
The logo should have no less than one pica of clear space surrounding it. Clear space is the area surrounding the logo that should be kept clear of any other text, graphics, decorative trims, or borders.
16
Camp Logos
These logos are the only branding elements that should be used for Whitefield camp and summer program materials. Do not alter the colors or shape of the logo, and do not incorporate any other elements into/around the logo. The creation of a new “wolfie” character, new paw print, or other branding elements that are not currently included in brand standards is not permitted.
Minnimum size:
The logo should be sized no smaller than one inch wide.
Minimum Clear Space:
The logo should have no less than one pica of clear space surrounding it. Clear space is the area surrounding the logo that should be kept clear of any other text, graphics, decorative trims, or borders.decorative trims, or borders.
17
Logo Misuse
The examples presented on these two pages represent common misuses of the Whitefield logo. Though the examples on these pages depict misuses of our primary logo, the same guidelines apply to all other Whitefield Academy logos. To preserve the integrity of our logos, please use only the configurations and colors shown within this brand standards manual. Do not create new configurations or use new colors.
Do not compress, stretch, or tilt the logo.
MOVIE
NIGHT
Never incorporate elements of the Whitefield logo into another mark.
WHITEFIELD ACADEMY
Do not use “Whitefield Academy” as a title in any form or font apart from the logos included in brand standards.
Do not use a shadow or glow around the logo. If shadowing is necessary for a design, special permission must be obtained from the communications team.
18
in any way. and compromises readability.
19
Whitefield Logo FAQ
Any questions regarding use of any Whitefield logos should be directed to the communications team at communications@whitefieldacademy.com.
Can I choose a different font for “Whitefield” instead of using the official Whitefield logo?
No. In order to maintain the integrity of our brand, Whitefield Academy must appear in logo form when a part of a title (i.e., “Whitefield Communications Team” as a document title) or design (i.e., on a T-shirt). “Whitefield” or “Whitefield Academy” may appear in a font that is not an official logo only when it is a part of body copy in a typed document. “Whitefield Academy” may not appear in block lettering or any other font on athletic clothing.
Am I allowed to create a new logo to represent my team/Whitefield organization? No. Any logo created for any whitefield organization must be created by the communications team. If you are interested in obtaining a logo for your Whitefield organization that does not already exist, please contact the communications team.
Can I use different wolves, shields, or pawprints?
No. Only those elements provided in brand standards can be used to represent Whitefield. Design elements that resemble something that exists in brand standards, even if not used for the same purpose (i.e. a shield for a soccer team/the alumni shield) are also limited. If you believe that this rule may require you to change some of your design elements, please contact the communications team for clarification.
I need help designing something. Who can help me?
The communications team can help with design projects for official Whitefield events/departments. We design signs, T-shirts, brochures, and much more, and can often help with printing as well. Email communications@whitefieldacademy.com for help turning your ideas into design files.
Does the Whitefield logo or the Whitefield “W” have to appear on all of my pieces? Can I use the WolfPack or the paw print instead?
All printed materials created on behalf of Whitefield should include either the Whitefield logo or the Whitefield “W.” Though we love our paw print and WolfPack logos, they are not as easily recognizable to those who are less familiar with Whitefield, so they may not serve as a substitute for the logo or “W.”
How do I access Whitefield logos?
All Whitefield brand elements are available to staff members via the “branding” section of the admin site. If you do not have access to this site, please contact the communications team to request the brand elements you’re interested in using.
20
Am I allowed to create Whitefield-branded items to sell to my family members/the Whitefield community?
No. All Whitefield-branded materials which are to be sold must originate from the campus store or an official Whitefield organization (i.e., marching band, basketball team, Lower School) and must be approved by the communications team. Whitefield-branded materials may not be sold by any one person or group of people in order to gain personal profit. If you are interested in a Whitefield-branded item that is not currently available, please reach out to the campus store to begin a conversation about the creation of the item.
Whenever elements of Whitefield branding are used, the communications team must approve the final draft of the project before it goes into publication. To get your project approved, email a finalized PDF of the project to communications@whitefieldacademy.com.
21
22
Typography
Whitefield has three approved fonts that should be used in all official publications in an effort to maintain consistency in branding. In specific cases, different fonts can be chosen to provide a visual identity for a Whitefield event, publication or department. These situations and the fonts chosen to represent them must be approved by the communications team.
Garamond
Garamond Pro Bold Italic
Garamond Pro Semibold Italic
Garamond Pro Regular Italic
Garamond Pro Bold
Garamond Pro Semibold
Garamond Pro Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+~?><,.;:[{ 1234567890
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Helvetica Neue
Helvetica Bold Italic
Helvetica Medium Italic
Helvetica Regular Italic
Helvetica Bold
Helvetica Semibold
Helvetica Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+~?><,.;:[{ 1234567890
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.
Ww Ww 23
varsity regular
VARSITY TITLE
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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. duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
varsity
Ww 24
Colors
Whitefield Blue
C98 M84 Y46 K51
R13 G34 B64
HEX #0C223E
PMS 289C
Whitefield Gold
C25 M40 Y73 K3
R189 G149 B90
HEX #BD995A
PMS 465C
Black
C100 M100 Y100 K100
R0 G0 B0
HEX #000000
White
C0 M0 Y0 K0
R255 G255 B255
HEX #ffffff
The primary color palette is to be used in marketing, communication, and internal pieces. Color is one of the strongest aspects of our brand personality. In some cases, the use of varied opacity may strengthen a design.
Please contact the communications team with questions on how to appropriately use varied opacity, as inappropriate use can change the look of these branded colors.
25
Secondary Colors
The secondary color palette is to be used in marketing, communication, and internal pieces as a compliment to the primary Whitefield color pallete. Secondary colors are not to be used in place of primary colors. Secondary colors should always be used in addition to primary colors and may not be used absent primary colors unless approved by the communications department.
Please contact the communications team with questions on how to appropriately use secondary colors, as inappropriate use can alter the presentation of the Whitefield brand.
Gray C10 M10 Y10 K10 R0 G0 B0 HEX #000000
Blue C61 M33 Y0 K0 R102 G149 B206 HEX #6695ce
26
Spiritwear
It is important that the Whitefield brand be presented in the forefront of spiritwear designs because this is how Whitefield is most often represented outside of our campus. Whitefield branding must be prominant in the design, but there is also room to be creative in the way that this branding is presented in order to create a wide variety of options that are on-trend.
All previouly mentioned guidelines pertaining to logos and colors apply when designing and/or ordering spirit wear. Spiritwear can be designed by a third party as long as it adheres to the brand standards, and is approved through the communications team.
Athletic Uniforms
The Whitefield brand should be strongly presented on athletic uniform designs because this is how the Whitefield brand is represented in sporting events. There is room to be creative in the way that this branding is presented in order to create a wide variety of options, however, all guidelines pertaining to logos and colors apply when designing and/or ordering uniforms. Spiritwear can be designed by a third party as long as it adheres to the brand standards, and is approved through the communications team. Athletic uniforms must include the primary logo. Other logos used in uniform design must be designated Whitefield athletic logos. Athletic uniforms may include primary or secondary Whitefield brand colors only.
Spiritwear Misuse
Spiritwear and uniforms that include the Words “Whitefield, Whitefield academy” or “Wolfpack” must display those words in the form of logos, and not written in fonts that are not official Whitefield fonts. Whitefield logos cannot be layered directly over another logo or graphic.
27
Correct Spiritwear Use
28
Social Media
Social media is a powerful tool for sharing the mission and stories of Whitefield Academy with current, prospective, and alumni families. The tone of all social media that represents Whitefield should be engaging and energetic. With honesty and optimism, we share the stories that best represent who Whitefield is and what we are about.
Our approach to social media corresponds to three types of accounts that exist: accounts that represent the whole of Whitefield Academy, accounts that represent a specific Whitefield sport, organization, or club, and accounts that represent an individual citing Whitefield in his or her biographical information. All three types of accounts play an important role in shaping public perception of Whitefield, so with that in mind, all three types of accounts are responsible for reflecting Whitefield, our mission, culture, and values in adherence with brand guidelines:
•Accounts representing the whole of Whitefield Academy, or primary accounts, are accounts that seek to share stories that fairly represent each division of the school, as well as Christian life, athletics, arts, and alumni, and these accounts are managed by the communications team. Primary accounts include https://www.facebook.com/WhitefieldAcademy, https://www.instagram.com/ whitefieldacademy/, and https://twitter.com/WhitefieldAcad. We invite you to engage with the content from these accounts by liking, commenting, or resharing posts. If you have a story that you would like shared on one or more of these accounts, please email communications@whitefieldacademy.com.
• Accounts that represent a specific Whitefield sport, organization, or club, or secondary accounts, are great tools for distinguished groups with exciting ideas and content that they want shared frequently or immediately. By representing a sector of Whitefield, secondary accounts play an important role in shaping public perception of Whitefield. Secondary accounts must adhere to the following guidelines:
- All content must align with the mission and heart of Whitefield. Indecent language will not be tolerated.
- For each secondary account, the username, password, and employee point of contact must be on file with the communications and communications team. While the employee does not necessarily have to manage the secondary account, they are responsible for ensuring that the account adheres to these guidelines.
- Secondary accounts must adhere to Whitefield writing and brand guidelines, including, but not limited to, logo usage, color
29
consistency, and guidelines for identifying students (see page ?? for more information on writing guidelines and identifying students).
- Profile images for secondary accounts must clearly identify what sector of the school the account represents and must include either the stylized W or WolfPack icon. Please email communications@ whitefieldacademy.com if you need assistance creating a profile image.
- Secondary accounts may not issue political or commercial endorsements.
Secondary accounts must seek to share the story of the entirety of their sector of Whitefield. Account managers should be mindful of reflecting the age, racial, gender, and ability diversity of their program.
- Each sport, organization, or club may have only one secondary account. For example, the baseball program may have one account. The baseball program may not have a Middle School team account, a JV team account, and a varsity team account.
- Secondary accounts may not tag students; however, students may choose to like, comment, or reshare content from secondary accounts.
- Secondary accounts must follow the primary Whitefield accounts and must allow primary Whitefield accounts to follow back. Primary Whitefield accounts will like many of your posts and may comment on or reshare them.
- To build and maintain trust with followers, secondary accounts must post at least twice per month. If your group has a slower time of year and needs ideas for more content, please email communications@ whitefieldacademy.com.
- If you cannot commit to the above practices, rather than create a secondary account, please send the information you would like shared to communications@whitefieldacademy.com, and together we will strategize how to best share the information. Strategies may include social media, recurring e-newsletters, website updates, and more.
• Accounts that represent an individual citing Whitefield in his or her biographical information also play an important role in shaping public perception of Whitefield. We kindly ask that all individuals citing Whitefield in his or her biographical information take special caution to ensure that all posts and images reflect positively on Whitefield Academy.
30
The pound sign (#), or hashtag, turns any word or group of words that follow it into a searchable, clickable link. For social media audiences, this allows thematically similar content to be easily compiled and organized. For that reason, Whitefield-specific hashtags help group content from primary, secondary, and tertiary accounts together, creating a more user-friendly cohesion. We encourage the use of the following, intentionally established hashtags:
General:
#AlwaysWhitefield
#WhitefieldAcademy
Mission-focused:
#PassionForLearning
#OthersAheadOfSelf
#ForCollegeAndLife
PS- If you can make #BolsterChristianFamilies not sound weird, go for it! ;)
Division-specific:
#WALSrocks
#WAMSblooms
#WAUSthrives
Grade-specific:
#WAPreK
#WAKindergarten
#WAGrade1
#WAGrade2
#WAGrade3
#WAGrade4
#WAGrade5
#WAGrade6
#WAGrade7
#WAGrade8
#WAGrade9
#WAGrade10
#WAGrade11
WhitefieldSeniors
Athletics:
Please notice that these hashtags can and should be used across all levels of the sport and across both genders when applicable. Should a sport want to have an additional hashtag for a specific team (MS, JV, or varsity) or a specific season (for example, the theme of the 2021 season may be #GoTheExtraMile or something), that is appropriate and can help further segment content, but it should not replace the more
Generalized hashtags:
#WhitefieldWolfPack
#BiggerThanSports
31
#WolfPackBaseball
#WolfPackBasketball
#WolfPackCheer
#WolfPackFootball
#WolfPackGolf
#WolfPackLAX
#WolfPackSoccer
#WolfPackSoftball
#WolfPackSwim
#WolfPackTennis
#WolfPackTF
#WolfPackVolleyball
#WolfPackWrestling
#WolfPackXC
#WolfPackBeyondWhitefield (for alumni athletes)
Seasonal:
#WhitefieldCountdownToChristmas
#WAJTerm
#WAILTRW or #WAILTRWeek or #WAILoveToReadWeek
Any hashtag associated with a special campus project or initiative, like #BuildingBrostrandHall or #OneWhitefield
Other:
#WhitefieldFineArts
#WhitefieldJazzBand
#WhitefieldCollegeCounseling
#WolfPackBeyondWhitefield (alumni)
#WACampusStore
#WAStaffSpotlight
#MissionMonday
#ThumbsUpThursday
Social media is a quickly evolving field with many opportunities for new ideas and creativity. Whether you run a secondary account and want some strategy and tools for managing your page or have an idea for how social media can be better used to share the story of Whitefield, the communications team would love to partner with you. Please email communications@whitefieldacademy with any questions or feedback.
32
Web
The primary purpose of the official Whitefield Academy website (www. whitefieldacademy.com) is to introduce prospective families to the heart of our school, and the website also serves to guide and inform current and alumni families. The website is managed by the communications team, and it is intentionally designed and organized to create a smooth and engaging user experience.
All Whitefield organizations, teams, and clubs must use www.whitefieldacademy.com as their official website. Any use of an outside website by a Whitefield organization, team, or club must be approved by the communications team. Please email communications@whitefieldacademy.com for approval.
All faculty and staff are encouraged to regularly review the website to keep information updated and accurate. Outdated web pages and information are subject to removal. If you have a website edit or suggestion, please email communications@ whitefieldacademy.com. Factually inaccurate information will be corrected as soon as possible, and larger changes, like a complete page rewrite, will be evaluated on a case-by-case basis.
33
Printed
Materials
Printed materials are one of the main ways in which Whitefield brand is represented both internally and externally. All printed collateral to be shared externally should be produced by marketing & communications. Most printed materials produced to be shared internally should also be created by marketing and communications, however there are exceptions for materials that do not represent school functions and events.
Internal and External bound printed materials should include Whitefiled brand elements. External materials must always include The Whitefield Primary logo, and internal materials must include a Whitefield logo. There is room to be creative in the way that this branding is presented in order to create a wide variety of options, however, all guidelines pertaining to logos and colors apply when designing printed materials.
Photo and Video
At Whitefield Academy, we love to tell our story through photos and videos. With so many opportunities to document the learning that occurs every day throughout the School, in each division, and in the classroom and beyond, we seek to capture the heart of our community. Our photos and videos are shared with local media, in our digital magazine, on social media, in our weekly newsletter, in email campaigns, and in marketing collateral.
Photography Requests
Our goal is to capture as many learning demonstrations, performances, competitions and events as possible. While planning ahead is encouraged, last minute requests are accepted, and we will do our best to provide coverage. Occasionally, we might be unable to honor a photography request because of a high volume of activity on campus. In such a situation, we ask faculty or staff members to take photos (high resolution, if possible) and share them with the Communications team. Photos should come directly from a phone or camera (not taken from social media) to preserve the highest possible resolution.
34
Vernacular
Some of the language we use around Whitefield is unique to our school or could be referred to in a variety of ways. To ensure clarity and consistency, please make note of the preferred spelling and usage of frequently used terms:
• Whitefield Academy
- On first reference, please use “Whitefield Academy.”
- On second reference or later, “Whitefield” is acceptable.
- Avoid using “WA;” there are way too many “W” schools in metro-Atlanta for this to be clear.
• Titles and individuals
- All official titles should be capitalized whether used before, after, or in place of a name; however, generic titles do not need to be capitalized.
- For example: Head of School Dr. Kevin Bracher enjoyed playing “line ball” with the Middle School students, while Mrs. Heather Karvis, Middle School Principal, and Mrs. Amelia Carmichael, Middle School English Teacher, cheered for him. As a cheerleading coach, Mrs. Carmichael rooted especially loudly.
- Avoid publishing students’ names, unless it is for a specific award or recognition; instead, try being more generic.
If you must use a Lower School student’s name, just use their first name and grade level.
- For example: The 2nd grade girls clapped enthusiastically as their classmate Margaret was honored with the Passion For Learning award. If you must use a Middle School student’s name, use their first name, last initial, and grade level.
- For example: Congratulations to the Middle School boys soccer team for winning the Metro10 championship and to 8th grader James H. for being named the Most Valuable Player!
- If you must use an Upper school student’s name, use their first name, last name, and graduating year in parentheses.This same format should be used when referring to alumni.
- For example: The Hand and Feet service team leads and facilitates service opportunities, and MiKayla Smith (‘22) serves as the President of Hands and Feet.
• Division-specific references:
- Lower School (should be capitalized)
- PreK (P and K should both be capitalized)
- kindergarten, kindergartners (lowercase, unless included in a title)
- 1st grade, grade 1, or 1st graders (only spell out ordinal numbers when beginning a sentence)
- 2nd grade, grade 2, or 2nd graders (only spell out ordinal numbers when beginning a sentence)
- 3rd grade, grade 3, or 3rd graders (only spell out ordinal numbers when
35
beginning a sentence)
- 4th grade, grade 4, or 4th graders (only spell out ordinal numbers when beginning a sentence)
- elementary school may be used as a generic term, but should not be used in reference to the students, faculty, or experience at Whitefield; lowercase
- Middle School (should be capitalized)
- 5th grade, grade 5, or 5th graders (only spell out ordinal numbers when beginning a sentence)
- 6th grade, grade 6, or 6th graders (only spell out ordinal numbers when beginning a sentence)
- 7th grade, grade 7, or 7th graders (only spell out ordinal numbers when beginning a sentence)
- 8th grade, grade 8, or 8th graders
- Upper School (should be capitalized)
9th grade, grade 9, 9th graders, or freshmen (only spell out ordinal numbers when beginning a sentence)
10th grade, grade 10, 10th graders, or sophomores (only spell out ordinal numbers when beginning a sentence)
11th grade, grade 11, 11th graders, or juniors (only spell out ordinal numbers when beginning a sentence)
12th grade, grade 12, 12th grader, or seniors (only spell out ordinal numbers when beginning a sentence)
high school may be used as a generic term, but should not be used in reference to the students, faculty, or experience at Whitefield; lowercase
• Athletics:
- Levels: as part of the official team name, all levels should be capitalized; however, when a level is used as a generic adjective, it should not be capitalized.
- For example: After two years competing at the junior varsity level, 11th graders become more prepared to compete for starting positions on the Varsity Boys Soccer team.
- PackBackers (make sure the B is capitalized.)
- Teams:
Baseball
Basketball
Cheerleading (cheer acceptable on second use.)
Cross Country (both words capitalized; XC acceptable on second use.)
Football
Golf
Lacrosse
Soccer
Swimming & Diving (both words capitalized; use the ampersand “&” to unify the team.)
Tennis
Track & Field (use the ampersand “&” to unify the team. TF acceptable on second use.)
36
Volleyball Wrestling
- WolfPack (make sure the P is capitalized.)
• Facilities: some campus facilities have been named to recognized individuals or groups who have made significant contributions to Whitefield. On first reference, please use the official title of all campus facilities. You may use the titles in parentheses on second reference or later.
Academic Enrichment Center (AEC)
Athletic Center (AC)
Barnett Gathering Room (BGR)
Bradford Memorial Wing
Brostrand Hall
Charles Family Field
David G. Jones Quadrangle (quad)
Flora Marbut Conference Room (FMCR)
Founders Hall
Grand Amphitheater
Innovation Lab (IL)
Louise Owens Theater (LOT)
Lower School (LS; please use Brostrand Hall when referring to the building.)
Lower School Student Activities Center (LSSAC)
Middle School (MS; please use Founders Hall when referring to the building.)
Morris Hall
Vesta Jones Mezzanine
Whitmire Pavilion
WolfPack Den
WolfPack Stadium
Upper School (US; please use Morris Hall when referring to the building.)
• Christian words
Bible
biblical
eternal life
God and all proper nouns or pronouns referring to God should be capitalized. For example: God is my Rock and Refuge, and He is trustworthy.
heaven
Holy Spirit and Spirit should be capitalized.
Jesus, Jesus Christ, and all proper nouns or pronouns referring to Jesus should be capitalized.
For example: Jesus is the Bread of Life, and He delights in us.
Scripture(s)
37
38
Letterhead, envelopes and other paper supplies are professionally printed with the School’s identity. These are available upon request from the business office or communications team. It is sometimes acceptable to print the Whitefield logo on blank paper as long as the quality, color, shape and integrity of the image is maintained. Please refer to the logo section for sizing guides. Any additional requests for customization should be directed to the communications team.
To create an aesthetically pleasing appearance for stationery documents, the font for the body of letters, envelope addresses, etc. should be one of Whitefield’s official fonts.
Stationary Emails
Email signatures should be consistent and follow the format displayed below in Helvetica Neue font size 11.
Please see the “Whitefield branding” section in the admin site for the email logo.
Employee name
Title 1 Whitefield Drive SE Smyrna, GA 30126
Phone | www.whitefieldacademy.com
39
Modes of Communication
The communications team supports Whitefield Academy by helping our current, prospective, and alumni families stay informed and by sharing the mission and story of Whitefield with our community.
How we will communicate:
WolfPack Weekly: Each Thursday during the school year, current families, faculty, and staff receive a weekly e-newsletter of announcements and reminders.
• Announcement submission: All announcements must be submitted by Wednesday at noon. Announcements can be submitted by email communications@whitefieldacademy.com. Please make sure to include the who, what, when, and where of your announcement.
• Distribution list: Email distribution lists are created at the beginning of the school year. If you are not receiving emails from Whitefield, please check your spam or junk folders and email communications@whitefieldacademy.com with any issues.
Principal Newsletters: Once a month, principals share age-appropriate resources and division-specific highlights via email to families with a child currently enrolled in their division.
Departmental emails: The communications office distributes school-wide email on behalf of various internal departments, administrators, and parent organizations.
Magazine: The Whitefield Magazine is published twice a year and celebrates how the mission of Whitefield is lived out on campus, in our community, and in the lives of our alumni.
Social Media: For a peak into daily life at Whitefield Academy, like and follow our Facebook page and follow us on Instagram and Twitter. We would love for you to like, comment on, and share our posts.
Website: The Whitefield website exists to help you get to know Whitefield Academy and house helpful resources. For questions about the website, please email communications@whitefieldacademy.com.
In the news: Whitefield Academy is featured in local newspapers and publications across metro-Atlanta. Below is a listing of the most recent published articles. If you spot Whitefield in the news, share the article with us at communications@ whitefieldacademy.com.
• Media inquiries: Media professionals interested in Whitefield information, interviews, or photographs should email communications@whitefieldacademy. com.
40
Strategic Communications
Effective communication is crucial to any organization, and schools are no different. Strategy and a comprehensive communications plan is a necessary tool to advocate for Whiefield to parents and the community, connect with current students, attract future ones, and engage faculty and staff members. Therefore, the communications department strives to create strategic plans of actions for all communication and design needs. Please reach out to the Director of Communications and Marketing for assistance in developing a communications strategy for your department or division.
A communications strategy is a plan for communicating with your target audience. It includes who you are talking to, why you are talking to them, how and when you will talk to them, what form of communication the content should take and what channels you should use to share it. Strategic communication plans include the following information:
- Overview and history of department, division or event
- Identify target audiences
- Objectives
- Key messages
- Strategies
- Tactics
- Deliverables
Requests: Who do I contact if...
Someone from the local media contacts me to ask questions about the School?
• Refer them to the Director of Communications & Marketing
I want to highlight something exciting that has happened at the School?
• Director of Communications & Marketing
I see something unflattering about the School on social media?
• Digital Specialist or Director of Communications & Marketing
I have a cool story to share on social media?
• Digital Specialist
There is an update that needs to be made to the website?
• Digital Specialist
I want to include an announcement in the weekly newsletter?
• Communications Content Editor
I want to create a new logo or need design assistance?
• Creative Specialist
I want to begin a new graphic design project?
• Creative Specialist
41
I want to design spirit wear or other T-shirt?
• Creative Specialist
I want to request photos of an event in the classroom or on campus?
• Creative Specialist
I want to send an email to our school community?
• Director of Communications & Marketing
Someone wants us to buy an ad in their publication?
• Director of Communications & Marketing
Contact Us
The Communications team is located in MOD 400. Contact the Communications team at communications@whitefieldacademy.com
Brain Kennerly - Assistant Head of External Affairs
Honey Brannon - Director of Communications and Marketing
Tyler Pratt - Creative Specialist
Colin Sylvester - Digital Specialist
Alyson Taylor - Communications Content Editor
42
1 Whitefield Dr. SE Smyrna, GA 30126 678.305.3000 whitefieldacademy.com
