Brighton school-brand-manual
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Transcript of Brighton school-brand-manual
BRIGHTON SCHOOL G R A P H I C S TA N D A R D S G U I D E
V.1
WELCOME TO BRIGHTON SCHOOL BRAND MANUAL
Here at Brighton School, we want to represent ourselves to the community in a way that reflects our standards for excellence and achievement through a constistent and designed identity. A corporate identity is helpful for building recognition.
This guide is an essential tool to be used to provide consistency in our various communications. It has been put together with care to anticipate our common usages and requires you to use your best judgement in novel applications.
Brighton School aspires to serving its students and the community at the highest level of care and consideration. Being a part of the Brighton School team means abiding by our established brand manual.
Sincerely,
David Locke Principal of Brighton School 360-422 2047; [email protected]
3
Private PreschoolThrough 8th Grade
symbol
wordmark
rule
tagline
TABLE OF CONTENTSANATOMY OF THE LOGO
PRIMARY LOGO WITH TAGLINE 4
TAGLINE 5
EXECUTION: MINIMUM SIZES AND CLEAR SPACE 6
PRIMARY LOGO WITHOUT TAGLINE 7
ONE-LINE WORDMARK 8
SYMBOL 9
ONE-LINE WITH TAGLINE 10
ONE-LINE WITH SYMBOL 11
NAME BADGES 12
TYPOGRAPHY 13
COLOR PALETTE 14-15
INCORRECT USAGES OF LOGO IN PRINT AND WEB APPLICATIONS 16-17
LETTERHEAD 18
BUSINESS CARD 19
ENVELOPE 20
FIELD TRIP TEE SHIRT 21
BRANDED MERCHANDISE 22
TAGLINE USAGE ON BRANDED MERCHANDISE 23
INCORRECT USAGES OF LOGO IN BRANDED MERCHANDISE APPLICATIONS 24
Brighton Logo Graphic Standards Manual
4use file: brighton_color_withtagline.ai
Private PreschoolThrough 8th Grade
PRIMARY LOGO WITH TAGLINEThis logo should be used as the first identification where appropriate in all external communications, wheth-er print, web, or electronic materi-als, and merchandising items.
Use the tagline logo with discretion as to context. Do not use the tagline logo if “Private preschool through 8th grade” has an unintended associated meaning, for instance on a student comedy night poster where it’s only seventh graders. That would imply the more grades participation than there is.
Brighton Logo Graphic Standards Manual
5use file: tagline.ai
Private PreschoolThrough 8th Grade
TAGLINEThe tagline denotes the levels of learning at Brighton School. It’s especially important when going to non-Brighton School audiences where they may not be familiar with the range of students at the school or when reaching potential candidates and parents.
Brighton Logo Graphic Standards Manual
6
MINIMUM SIZE.5 inches on the smallest side of symbol
CLEAR SPACEUsing the cap-height, you can calculate how much space you need for the logo. The dotted red line is the boundary of the logo.
1.5 in
EXECUTION: MINIMUM SIZES AND CLEAR SPACE
.5 in
x -cap height
Brighton Logo Graphic Standards Manual
7use file: brighton_color_logo.ai
PRIMARY LOGO WITHOUT TAGLINEWhen the tagline is inappropriate, this is the second choice for logo implementation. It retains the dynamic two-line word mark as well as the interesting alignments.
Brighton Logo Graphic Standards Manual
8use file: brighton_color_wordmark-oneline.ai
ONE-LINE WORDMARKWhenever possible, the wordmark should be used locked up with the symbol. The wormark by itself should only be used when, because of poor resolution or small size, the symbol does not reproduce cleanly.
Brighton Logo Graphic Standards Manual
9use file: brighton_color_wordmark-symbol.ai
SYMBOLFor use where the imprint area is very small or on applications where the reproduction quality is poor and using the university’s full name is prohibitive, such as social media icons, embroideried shirt placards, or small merchandising items.
Brighton Logo Graphic Standards Manual
10use file: brighton-onelinewithtagline.ai
ONE-LINE WITH TAGLINEUse this logo for applications where space parameters dictates an extreme horizontal format. And where a tagline is deemed appropriate.
Private Preschool Through 8th Grade
Brighton Logo Graphic Standards Manual
11use file: brightonwithsymboloneline.ai
ONE-LINE WITH SYMBOLUse this logo for applications where space parameters dictates an extreme horizontal format.
Brighton Logo Graphic Standards Manual
12use files: namebadge.ai
namebadge2.ai
Private Preschool Through 8th Grade
Band Prism Concert
GENERAL SCHOOL NAME STICK-ON BADGE Use white name badges. ONE-LINE WITH SYMBOL (no tagline) is placed at the top. The school tagline should be at the bottom in BRIGHTON GRAY or BRIGHTON GREEN.
EVENT NAME BADGEThe name of the event may be at the top in the same treatment as the TAGLINE but in a bigger font. The ONE-LINE WITH SYMBOL will appear at the bottom. The school tagline does not need to appear on an event name badge.
Note: The black border indicates the boundaries of the name badge and will not be printed.
Brighton Logo Graphic Standards Manual
13
TYPOGRAPHY Typography is a subtle but significant detail. When used consistently, it will strengthen the visual identity by creating a uniform appearance across all materials. These typefaces have been selected to complement the full range of the identity system.
PRIMARY TYPEFACEAvenir Roman for all main text, Black for headline copy and Book in BRIGHTON GRAY for captions.
SECONDARY TYPEFACE Arial may be used to replace Avenir only when those fonts are not available.
AVENIR BLACK IN BRIGHTON ORANGEAMAZINGLY FEW DISCOTHEQUES PROVIDE JUKEBOXES.
AVENIR BLACKAMAZINGLY FEW DISCOTHEQUES PROVIDE JUKEBOXES.
AVENIR ROMANAmazingly few discotheques provide jukeboxes.
AVENIR BOOK IN BRIGTON GRAYAmazingly few discotheques provide jukeboxes.
ARIAL BOLD IN BRIGHTON ORANGEAMAZINGLY FEW DISCOTHEQUES PROVIDE JUKEBOXES.
ARIAL BOLDAMAZINGLY FEW DISCOTHEQUES PROVIDE JUKEBOXES.
ARIAL REGULARAmazingly few discotheques provide jukeboxes.
ARIAL REGULAR IN BRIGTON GRAYAmazingly few discotheques provide jukeboxes.
Brighton Logo Graphic Standards Manual
14
BRIGHTON ORANGEPMS COATED PMS 021 C
PMS UNCOATED PMS 021 U
CMYK C0 M72 Y89 K0
RGB R255 G108 B46
HEX# ff6c2e
BRIGHTON GREENPMS COATED PMS 3285 C
PMS UNCOATED PMS 328 U
CMYK C83 M20 Y57 K0
RGB R0 G148 B130
HEX# 009482
BRIGHTON GRAYPMS COATED PMS 172-7 C
PMS UNCOATED PMS 10 U
CMYK C50 M45 Y39 K6
RGB R132 G127 B133
HEX# 847f85
PRIMARY COLOR PALETTEMaintaining a brand means consistency. Recognition grows with repetition. Use these colors as often as possible.
Brighton Logo Graphic Standards Manual
15
BLACKCMYK C0 M0 Y0 K100
RGB R255 G0 B0
HEX# FFFFFF
WHITECMYK C0 M0 Y0 K0
RGB R0 G0 B0
HEX# 000000
SECONDARY COLOR PALETTEWhen color isn’t possible, black and white is acceptable. Continue using Brighton Gray.
BRIGHTON GRAYPMS COATED PMS 172-7 C
PMS UNCOATED PMS 10 U
CMYK C50 M45 Y39 K6
RGB R132 G127 B133
HEX# 847f85
Brighton Logo Graphic Standards Manual
16
INCORRECT USAGES OF LOGO IN PRINT AND WEB APPLICATIONS
PATTERNMaking the logo into a pattern destroys the meaning of the logo and turns it into decoration.
STRETCHEDStretching the logo makes it less recognizable and readable.
SLANTEDPutting the logo at an angle destroys the vertical lines that are present in the logo that give it its character.
Brighton Logo Graphic Standards Manual
17
OLD LOGOMaintaining a brand means consistency. Recognition grows with repetition.
MONOGRAM WITH SYMBOLNo monograms. The unfortunate acronym (BS is slang for bullsh*t.) We don’t want to invite that kind of attention.
TWO-COLOR WORDMARK AND SYMBOLUsing one color for both wordmark and symbol implies unity and wholeness. Using different colors breaks up the brand.
Brighton Logo Graphic Standards Manual
18use file: letterheadsample.indd
425 359 7778 | 6717 212th St SW Lynnwood, WA 98036
STATIONERY SYSTEMThe stationery system provides a strong visual link to the overall identity. Therefore the university logo is the only logo allowed to appear on university l etterhead, business cards or envelopes.
LETTERHEADLetter content is in a flush-left format. Starting with the date, the letter should begin 1.75” from the top of the sheet and 1.25” from the left side of the sheet. The right margin should be set to 1.25” and the copy should not extend past that point. The letter should not extend past 1.25” from the bottom.
Font size is 11 point type on 16 points of leading. For the second sheet, the top margin should still start 2” from the ttop of the sheet.
Brighton Logo Graphic Standards Manual
19use file: businesscard.ai
6717 212th St SWLynnwood, WA 98036
DAVID LOCKE, [email protected]
425.329.7778
Private PreschoolThrough 8th Grade
BUSINESS CARDUsing one color for both wordmark and symbol implies unity and wholeness. Using different colors breaks up the brand.
Note: The black border indicates the boundaries of the card and will not be printed.
Brighton Logo Graphic Standards Manual
20use file: envelope.ai
425 359 7778 | 6717 212th St SW Lynnwood, WA 98036
ENVELOPEThe envelope is simple and spacious. It includes the address and telephone number of the school on the front.
Note: The black border indicates the boundaries of the envelope and will not be printed.
Brighton Logo Graphic Standards Manual
21use files: hi-res-school-tee-shirt.jpg
school-tee-shirt.ai
FIELD TRIP TEE SHIRTReversing the colors, making the logo white and the shirt BRIGHTON ORANGE, or as close as circumstances will allow. Making the shirt bright will enable better tracking of students on field trips.
Make sure the logo is placed squarely in the mtiddle of each shirt.
Brighton Logo Graphic Standards Manual
22
use file: brighton_color_logo.aibrighton-logo-hi-res.jpg
brightonsymbolonelinewithsymbol.aibrighton-logo-oneline-hi-res.jpg
BRANDED MERCHANDISEThese items are examples of items that can be purchased through manufacturing companies. Their offerings will change. Use the ONE-LINE WITH SYMBOL. for horizontally oriented objects. Use PRIMARY LOGO WITHOUT TAGLINE for more square applications, such as the tote bag pictured. For vertical objects such as the coffeemug. Contine to use the PRIMARY LOGO WITHOUT TAGLINE.
Note: Below Multiple files have been cited. Depending on your printer, they will ask for an illustrator file or a jpeg. When ever possible, always use the illustrator file for maximum fidelit
Brighton Logo Graphic Standards Manual
23
use file: brighton-onelinewithtagline.aibrighton_color_withtagline-hi-res.jpg
brighton_color_withtagline.aibrighton-one-line-with-tagline-hi-res.jpg
TAGLINE USAGE ON BRANDED MERCHANDISEOnly when deemed appropriate, considering the recipients of the products, should the logo variants with taglines be used. Follow the same conventions as outlined in the BRANDED MERCHANDISE section..
Note Below: Multiple files have been cited. Depending on your printer, they will ask for an illustrator file or a jpeg. When ever possible, always use the illustrator file for maximum fidelity.
Brighton Logo Graphic Standards Manual
24
INCORRECT USAGES OF LOGO IN BRANDED MERCHANDISE APPLICATIONS
INCORRECT VERSIONIn using the ONE-LINE WITH SYMBOL version, a lot of space is left over and it makes the item look mostly blank.
(above) INCORRECT VERSION(below) WRAP AROUNDThe application of the logo is such where the logo in its entirety can not be seen at once. This separates the logo and makes it unreadable.
INCORRECT ORIENTATION AND VERSIONThe version of the logo if selected appropriately gives balance, symmetry and cleanness to the logo on the object. This application defies that. Turned on its side, the logo loses a lot of its charm..