fpcs style guide

VISUAL BRAND GUIDELINESFRIENDSHIP

Friendship Visual Brand Guidelines

Table of Contents

1.0 The Friendship Public Charter School Brand1.1 Why Friendship Public Charter School?1.2 Friendship Campus Branding

2.0 The Friendship Signature Elements2.1 Clearspace2.2 Background Control2.3 Color Palette2.4 Typography2.5 Secondary Graphic Elements2.6 Imagery

2.6.1 Imagery: Students 2.6.2 Imagery: Teachers

2.7 Cover Grids +Logo Placement2.9 Logo Variations2.8 Advertising Creative

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Friendship Visual Brand

Guidelines 1

Friendship Public Charter Schools visual identity is how the school presents itself to the world. Brand identity is a major corporate asset that must be repro-duced consistently in all forms of communications. This style guide provides the basic rules for reproduc-ing the Friendship logo as well as marketing collateral and advertising.

Within the style guide, you will find specifications for using the logo, color palette and typefaces to create compelling and consistent brochures, collateral and advertising.

Consistent application of the Friendship visual style will reinforce Friendships name and identity, result-ing in heightened awareness and understanding of the Friendship brand. Please make use of these guide-lines and the approved digital logo artwork, whenev-er producing Friendships-branded communications.

1.0 The Friendship Public Charter School Brand Toolkit

Friendship Visual Brand Guidelines2

Since its establishment in 1997, Friendship has grown to become the largest public charter school on the East Coast. With over 4,000 students from pre-kinder-garten through grade 12, Friendships eight campuses span throughout Washington, D.C. and Baltimore.

Friendships mission is to provide a world-class edu-cation that motivates students to achieve high aca-demic standards, enjoy learning and develop as ethi-cal, literate, well-rounded and self-sufficient citizens that contribute actively to their communities.

In order to grow Friendships brand, the identity needs to be highly recognizable to teachers, students and parents. Friendship focuses much of its time on teacher and student recruitment, which is why brand-ing the visual elements including the logo, color pal-ette, typefaces and taglines are essential.

Friendship has embraced the identity of Learn. Achieve. Grow. Repetition of this tagline will create brand cohesiveness throughout creative materials.

1.1Why Friendship Public Charter School?


Guidelines 3

To brand all of Friendships campuses as part of the Friendship family, the following are recommendations for names on second reference. Being that Friendship name is the key element that defines each schools identity, it will appear first.

Chamberlain Elementary | PK-8Friendships Chamberlain

Southeast Elementary Academy | PK-5 Friendships Southeast

Woodridge Elementary and Middle | PK-8Friendships Woodridge

Blow Pierce Junior Academy | 4-8Friendships Blow Pierce

Collegiate Academy | 9-12Friendships Collegiate

Friendship Academy of Engineering and Technology | 6-12Friendships Academy of Engineering and Technology

Friendship Academy of Science and Technology | 6-12Friendships Academy of Science and Technology

These references can either be followed by campus or school.

Example: He attended Friendships Woodridge campus.

1.2Friendship Campus Branding


The Friendship signature is made up of two elements: the symbol and the tagline. The signature is a unique piece of custom drawn artwork, and the proportion and arrangement of the symbol and endorsement have been specifically determined. The signature should never be typeset, recreated, or altered in any way.

Whenever possible the Friendship signature should be reproduced in full color.

2.0 The Friendship Signature elements

Symbol

Tagline


Guidelines 5

Clearspace should be observed around Friendships signature to maintain its integrity. This clearspace isolates the signature from any distracting graphic elements, such as copy photography, or background patterns.

If the minimum clearspace is not applied, the signa-tures impact will be compromised.

2.1Clearspace

x

x

Clearspace


By controlling the background or the Friendship logo, the legibility of the mark can be ensured. When choosing a background color or image on which to place the logo, observe these guidelines.

It is important to ensure that there is sufficient con-trast between the logo and the background. The pre-ferred presentation of the logo is on a white or red background.

2.2Background Control


Guidelines 7

2.3Color Palette

Primary Colors

1797 C 0 - 100 - 99 - 4 227 - 27 - 35 E31B237405 C 0 - 10 - 99 - 0 255 - 221 - 0 FFDE00

Symbol Colors

66 - 61 - 21 - 3 106 - 105 - 147 6B6A94

35 - 16 - 7 - 0 164 - 191 - 215 A3BED7

1 - 31 - 95 - 0 249 - 182 - 38 F9B628

78 - 23 - 80 - 7 59 - 141 - 91 3B8D5C

38 - 61 - 100 - 30 127 - 86 - 34 7E5622

12 - 39 - 46 - 0 221 - 164 - 135 DEA486

3 - 6 - 86 - 0 251 - 226 - 64 FCE241

# WEB


The consistent use of a single typeface for all external communications creates a strong visual link between all forms of printed matter while providing a distinc-tive look associated with the Friendship brand.

The primary typeface chosen for Friendships brand communicationsMyriad Prohas a straight for-ward, contemporary, highly readable quality that supports Friendships brand mission.

When using these fonts, no embellishments like shad-ows, outlines or excessive character spacing should be added. Character width must always remain at 100 percent.

2.4Typography

Myriad Pro Regular

HELVETICA NEUE BOLD

Myriad Pro Bold29 pt

40 pt - Titles uppercase

Body Text

9 pt - Regular 9 pt - DemiBold

Fonts (Out of Home Advertisement)

Fonts (Documents)

Lucida Sans

First and foremost, we are passionate about education. We constantly seek new and creative ways to teach, to enable our students to leap over barriers and achieve.

First and foremost, we are pas-sionate about education. We constantly seek new and creative ways to teach, to enable our stu-dents to leap over barriers and achieve.


Guidelines 9

Additional elements in our visual system add richness and variety to all communications. The secondary el-ements of Friendships style should include a chalk brush and/or images of family, books and sports.

2.5Secondary Graphic Elements

Charcoal brush


Imagery is an integral and vital part of communica-tions. Images can be used to illustrate, explain, entice or serve as an expression for hard-to-explain ideas.

The imagery that appears in Friendships communi-cationsfrom printed collateral to the Webhas the opportunity to say a great deal about the Friendships brand. Images that properly express brand personal-ity can be used for maximum impact and can help dif-ferentiate Friendships position in the marketplace.

The types of images used for Friendships commu-nications should be unique and reflect the style and quality of the brand. This imagery guideline has been prepared to help ensure a consistent look and feel among all images being used for Friendships com-munications.

Specific categories of imagery have been defined and include:

StudentsTeachers

On the following pages, example images for each category are provided. Use these examples as a refer-ence when looking for new images.

2.6Imagery


Guidelines 11

Friendship students are empowered and strong achievers. To convey this, Friendships imagery should show alert and confident students in classroom set-tings.

2.6.1Imagery: Students


Friendships teachers are committed. Our imagery should reflect teachers enjoying their professions and using various tools to educate students.

2.6.2Imagery: Teachers


Guidelines 13

Friendships print materials are constructed based on a grid system. Grids offer designers the flexibility needed to organize materials in a variety of formats, distinguishing running heads from main titles, for ex-ample, or separating captions from text.

Used well, the grid system can reinforce a sense of consistency and organization that will help to project the personality, values and vision of Friendship.

2.7 Cover Grids + Logo Placement

US Letter Page

US Letter Page Horizontal - Postcard

Custom Formats


2.7.1Grid Examples

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pel-lentesque luctus laoreet malesuada. Etiam et vulputate urna. Duis tincidunt neque sit amet leo interdum quis convallis magna porta. Aenean leo felis, faucibus ut sollicitudin eu, fer-mentum a eros. Nunc eu dolor id mauris bibendum faucibus at quis mauris. Morbi justo lorem, pharetra eget convallis a, consequat non nisl. Integer pellentesque fringilla diam, vitae feugiat odio placerat vitae. Cras sed mauris sit amet purus placerat accumsan. Praesent gravida ipsum id massa conse-quat nec auctor dui porta. Aliquam faucibus facilisis lectus, sit amet sagittis orci tincidunt lacinia.

Nam quis arcu orci. Cras adipiscing elementum odio non auctor. Nulla vitae bibendum diam. Ut vehicula pellentesque iaculis. Aenean sit amet hendrerit tellus. Nullam sed dui eget nulla tincidunt adipiscing quis ut odio. Nunc commodo pulvi-nar sem vel volutpat. Sed justo libero, accumsan ac bibendum non, bibendum in quam. Donec id risus nulla. Quisque volut-pat tincidunt consectetur. Fusce at magna ipsum. Integer aliquam volutpat convallis. Etiam in erat a turpis consequat congue. In nisl turpis, egestas commodo ornare quis, euis-mod vel tellus. Duis malesuada mattis leo a mattis.

Headline goes here

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque luctus laoreet malesuada. Etiam et vulpu-tate urna. Duis tincidunt neque sit amet leo interdum quis convallis magna porta. Aenean leo felis, faucibus ut sollicitudin eu, fermentum a eros. Nunc eu dolor id mauris bibendum faucibus at quis mauris.

Headline goes here

HEADLINE GOES HERESecond line goes here


Guidelines 15

There are several variations of Friendshipss logo. These options are available to provide creative flex-ibility.

It is important to choose an appropriate logo for a specific creative design and keep consistency within that material. For example, if a brochure is created with the Learn. Achieve. Grow. logo, use this logo throughout the material to create cohesiveness.

2.8Logo Variations

FRIENDSHIP PUBLIC CHARTER SCHOOL

FRIENDSHIP PUBLIC CHARTER SCHOOL


Friendships graphic style can also be applied to ad-vertising. When the look and feel that one may see in advertising appears consistently on bill inserts, bro-chures, Web sites and other points of communication, it reinforces the brand message.

Below is an example of Friendships print advertise-ment using the visual style.

2.9Advertising Creative


Guidelines 17


VISUAL BRAND GUIDELINESFRIENDSHIP

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