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BRAND GUIDE MAY 2016 Contents BRAND GUIDE MAY 2016 Contents INTRODUCTION 03 IN PRACTICE 32 33 Business Correspondence THE SPRING WAY 04 05 Mission & Vision Business Cards 06 Guiding Principles Letterhead WHY BRAND INTEGRITY MATTERS 07 08 District’s Positioning & Personality Envelopes 08 Your Role Email Signature – Do’s VISUAL IDENTITY 09 10 Logo & Seal Distinction Email Signature – Don’ts 11 Approved Seal Color Usage Department Letterhead 12 Logo Memorandum Logo Elements & Understanding External Correspondence Preferred Logo 42 Design Tips & Inspiration Tagline Usage Understanding Brand vs. Campaign Sphere Usage Know Your Audience Logo Color Variations Apparel & Fun Stuff Logo Don’ts Presentations 20 Colors Charts Color Palettes & Understanding Social Media Brand Color Palette Posters & Flyers Special Considerations Catalogs & Publications 24 Typography Vehicle Graphics Brand Typography & Understanding Typeface Usage at a Glance Typeface Family & Substitutions 28 Departments & Campuses Department Treatment Campus Treatment ID Cards BRAND GUIDE 2 Introduction To help Spring Independent School District (Spring ISD) offices, departments, and schools maintain a consistent and effective identity in the communications and publications they produce, Spring ISD has prepared this style guide. It includes basic rules of written communication, such as punctuation, abbreviations, and capitalization, as well as guidelines for formatting and the use of the approved district branding (seal). Questions or comments about this guide can be directed to Communications (281-891-6010, [email protected]). BRAND GUIDE 3 THE SPRING WAY The Spring Way We base our decisions on what is best for our students. Mission Spring Independent School District prepares students to be lifelong learners, We strive for excellence in all we do. critical thinkers and responsible citizens who display good character – ready to contribute, compete and lead in today’s global society. We build trust through integrity and lead by example. We communicate openly. We value diversity and treat everyone with dignity and Vision respect. Spring Independent School District will be a district of choice known for quality academics with innovative and specialized programs that meet the We win as a team. needs of all students in a positive learning environment. THE SPRING WAY | BRAND GUIDE 5 Guiding Principles EQUAL OPPORTUNITY High-quality teaching drives student learning. 1 It is the policy of the Spring Independent School District not to discriminate on the basis of age, color, handicap or disability, ancestry, national origin, Literacy is the foundation of academic success. marital status, race, religion, sex, veteran status, political affiliation, sexual 2 orientation, gender identity and/or gender expression in its educational or employment programs and activities. 3 The learning needs of each student must be met. Students learn best in safe environments where school leaders 4 cultivate parent and community partnerships. Every district resource must center on student learning with a focus 5 on accountability. THE SPRING WAY | BRAND GUIDE 6 WHY BRAND INTEGRITY MATTERS Why Brand Integrity Matters In many ways, a brand is a living, breathing thing. How it is developed, nurtured and protected is critical to its long term success. Brand integrity is making sure what we say or convey about ourselves is in alignment with the brand experience. We can all think of companies and organizations who do this well, and others who do not. DISTRICT’S POSITIONING & PERSONALITY YOUR ROLE Spring Independent School District is special and unique. We’re How the image and integrity of our district is understood, embraced and unlike any other school district. We have a long heritage with quaint differentiated is in our hands. By understanding our brand personality beginnings. We’ve had our share of ups and downs over the years, like and consistently adhering to the guidelines of our visual identity, we will any long-standing institution. Our future is very bright: we’re unified strengthen our brand positioning. But in many ways, each of us at Spring and embracing our mission, vision, and guiding principles. Whether ISD is the brand. The way we talk, the way we act—we embody what the we realize it or not, we, and all of our constituents, hold Spring ISD in brand stands for. As brand stewards, it’s important that we touch on the our minds in a certain way. This is called brand positioning. same themes. When we think of our favorite brands, they have distinctive personality Our elevator pitch is: traits. We often have an emotional connection to them without realizing Spring ISD has a rich history, an engaged community, and a promising it. Just seeing their logo and brand colors can evoke certain thoughts future. We embrace our community of individuals with diverse and feelings. Developing a positive brand image has a lot to do with backgrounds, interests, and talents, and we support the needs of these consistently portraying it in the same way, with integrity. individuals. We aspire to have all students earn the strongest education This guide will help us to understand, shape, improve, and better possible, and we accomplish this by addressing every child exactly where define our brand as we move forward. they are at so that they can get where they want to go, in school and in life. Because we believe in every child and in the power of our community, we Spring ISD’s brand personality is fresh, smart, innovative, and friendly. are striving to achieve a level of student-centered learning that has never been reached before. BRAND GUIDE 8 VISUAL IDENTITY Logo & Seal Distinction SPRING SEAL SPRING LOGO The Spring ISD seal should be utilized for authenticating official The Spring logo is the primary symbol of the district and should be utilized district documents, such as diplomas, transcripts, certification of for promotional and marketing district wide materials. board actions, trustee and superintendent publications and other To ensure the integrity of the logo, here are some guidelines: official correspondence. To ensure the integrity of the seal, here are some guidelines: • Do not modify the logo’s colors, content, or graphic elements. • Do not modify the seal’s colors, content or graphic elements. • Maintain the logo’s proportions. The scale/size of the logo may be adjusted to fit the needs of the layout; do not stretch or distort • Maintain the seal’s proportions. The scale and size of the it. seal may be adjusted to fit the needs of the layout, but do not stretch or distort it. For promotional and marketing materials the seal is not required; however Spring Independent School District or Spring ISD should be prominently displayed. VISUAL IDENTITY | BRAND GUIDE 10 Approved Seal Color Usage SLATE BLUE (PMS 5415 C) WHITE BLACK WHITE SLATE BLUE (PMS 5415 C) SLATE BLUE (PMS 5415 C) @ 20% OPACITY @ 30% MULTIPLY TRANSPARENCY 2-COLOR SPOT (PMS 5415 C & PMS 556 C) TRANSPARENCIES PERMITTED FOR WATERMARKING VISUAL IDENTITY | BRAND GUIDE 11 LOGO Logo Elements & Understanding Sphere: Symbolic, identifying circular mark that illustrates the “S” imprint and leaf shape. Word mark: Uniquely styled type, text treatment comprised of letters. LOGO Logo: The combination of a word mark and sphere. WORD MARK Tagline: A catchphrase or slogan, especially as used in advertising. X-height: The height of a lower-case “x”, considered characteristic of a X-HEIGHT given typeface or script. Pantone Matching System (PMS): A set of standard colors for printing, each of which is specified by a single number. SPHERE CMYK: CMYK is a color model in which all colors are described as a TAGLINE mixture of these four process colors. CMYK is the standard color model used in offset printing for full-color documents. Because such printing uses inks of these four basic colors, it is often called four-color printing. RGB: RGB (red, green, and blue) refers to a system for representing the colors to be used on a computer display. Red, green, and blue can be combined in various proportions to obtain any color in the visible spectrum. Hex: Hexadecimal numbers or “hex” numbers are a base-16 numbering system used to define colors on Web pages. A hex number is written from 0-9 and then A-F. VISUAL IDENTITY | BRAND GUIDE 13 Preferred Logo We have two approved versions of our logo: a preferred and a stacked version. The more consistent we are with usage, the more clear and distinct our image becomes. Therefore, please use the preferred version where possible. CLEAR SPACE PREFERRED VERSION The importance of maintaining consistency should also be applied to logo clarity. Provide clear space around the logo x-height of the “spring” word mark. This creates prominence and clarity. The Spring ISD logo should use proper clear space to separate the logo from other entities. STACKED VERSION LOGOS WITH CLEAR SPACE VISUAL IDENTITY | BRAND GUIDE 14 Tagline Usage Our tagline is ‘Believe. Engage. Soar.’ A call to action, it inspires us to rise to our utmost potential, both internally as an organization, and externally, to the students and communities we serve. The Spring ISD tagline may also be used in advertising if space permits or with official publications. If used apart from copy, the tagline must be used as represented here. No special treatment is required – use a standard font to referring to the phrase in body copy. HORIZONTAL VERSION STACKED VERSION LOGOS WITH CLEAR SPACE VISUAL IDENTITY | BRAND GUIDE 15 Sphere Usage Much like the Nike Swoosh, the Sphere is Spring’s symbol. This knockout contour of an S creates a visual metaphor of balance and harmony. The leaf plays off the idea of spring being a time of renewal and growth. The Sphere can be used as a design element on its own for marketing materials: pens, buttons, etc. However, Spring’s word mark cannot be used without the Sphere. When using the Sphere, provide a clear 2-COLOR VERSION space around it as represented by the x-height to separate it from other entities.
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