visual identity guidelines - the principia · visual identity guide overview a core part of an...
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VISUAL IDENTITY
GUIDELINES
ONLINE RESOURCES To download logos, PowerPoint files, templates, digital letterhead, and other assets, select Marketing under Offices on PrinWeb.
To initiate a marketing job, fill out a Marketing and Communications Request Form.
TABLE OF CONTENTS 1
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INTRODUCTIONUsing the Guidelines
LOGOS School Wordmark School ShieldAthletics MarkAthletics Branding
SOCIAL MEDIA Social Media OverviewIdentity for Social Media
COLORPrincipia School Colors
Neutrals and Secondary Palette
TYPOGRAPHYTypography OverviewTypography Hierarchy
PHOTOGRAPHYPhotography Snapshot
IDENTITY MATERIALSPersonal Note CardsLetterhead Business Cards
WHEAT GRAPHICWheat Graphic OverviewFraming MomentsFraming Headlines
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COMMUNICATIONS AND PUBLIC RELATIONS Laurel Walters Marketing and Communications Director [email protected] Ext. 3560
NEW MARKETING PROJECTS Kathy Coyne Associate Marketing Director [email protected] Ext. 3150
DESIGN, PHOTOGRAPHY, AND VIDEO PRODUCTION Ben Schaberg Creative Director [email protected] Ext. 3306
EDITORIAL Trudy Palmer Editorial Director [email protected] Ext. 3157
DIGITAL Jonathan Hosmer Web Director [email protected] Ext. 5130
GENERAL PROJECT AND PROCEDURAL QUESTIONS Kristin Manker Marketing Coordinator [email protected] Ext. 3517
Visual Identity Guide Overview
A core part of an organization’s brand is its visual identity. Our name and logos are important assets that are recognized around the world. This branding guide is designed to help everyone at Principia School present our visual iden-tity in a consistent way across all communications.
Utilizing the visual identity standards provided in this guide will help accomplish three key objectives:
• Enable academic units and administrative departments to communicate cohesively and consistently to a diverse range of audiences
• Differentiate Principia School in a consistent and effective manner• Reinforce Principia School’s brand, which, in turn, will support the
institution’s growth and strategic objectives
USING THE GUIDELINES
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LOGOSPrincipia School’s visual identity marks are vitally important to our brand. These marks act as a signature, an identifier, and a stamp of quality and recognition. They are, and always should
be, the most consistent component in our communications. By reviewing and adhering to these guidelines, you will help support this vital consistency and brand awareness.
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PRINCIPIA SCHOOL WORDMARKA wordmark is a stylized treatment of an institution’s name. The word the is not part of the School’s name, as evidenced by this wordmark. The wordmark uses a special typeface that cannot be replicated, so the correct artwork must always be used and should appear only in the colors below.
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PRINCIPIA SCHOOL SHIELDThe School shield is the School’s identity mark to be used for all occasions except formal ones (diplomas, graduation announcements, etc.) and those related to athletics. Whenever possible, the shield should be paired with the School wordmark.
SCHOOL SHIELDThe School shield consists of the institutional wheat that represents our motto, “As the sowing, the reaping,” and our institutional colors, gold and blue, which stand for purity and courage. When used with the shield, the School wordmark should only appear in navy—or in white if a reverse color is needed.
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PRINCIPIA SCHOOL ATHLETICS PThe School P consists of a stand-alone letterform with navy outline and gold fill. This mark cannot be replicated with any standard font and must be reproduced using the artwork found on the Logo Standards page on the Marketing website.
REVERSE OPTION ON NAVYSTANDARD OPTION
PRINCIPIA SCHOOL ATHLETICS MARKThe School Athletics P is the official mark of Principia School Athletics and should be used exclusively by the School Athletics Department.
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STANDARD PANTHER HEAD
FRESHMAN NEVIS BOLD
ONE-COLOR PANTHER HEAD
REVERSE ONE-COLOR PANTHER HEAD
STANDARD PANTHER PAW (Use in these colors only.)
PANTHER MARKS
ATHLETICS WORDMARKS
ATHLETICS TYPOGRAPHYPrincipia uses two standard typefaces for athletics: Freshman and Nevis. Please contact the Marketing Department, or have your vendor work directly with the Marketing Department, to get these font files.
PRINCIPIA SCHOOL ATHLETICS BRANDINGThe Panther is Principia’s mascot. The official graphic representations of the Principia Panther and Panther Paw were adopted and approved in November 2012. This art cannot be altered, tweaked, or changed in any way.
SCHOOL SCHOOL
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SOCIAL MEDIAOur audiences may encounter Principia digitally through our website or social media long before they experience Principia in person. To translate our brand thoughtfully for digital
communications, it’s important to keep in mind how our audience digests digital content and how it appears on screen.
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CHANNEL
HOW TO USE
CORE USER DEMOGRAPHIC
COPY APPROACH
IMAGE PRODUCTION VALUE
Post visually striking “in-the-moment” photos and videos that communicate a sense of brand personality.
CASUAL FORMAL
CASUAL FORMAL
MILLENNIALS
GEN Z
Share news, milestone updates, or photos and videos that show campus life and events.
CASUAL FORMAL
CASUAL FORMAL
BOOMERS
GEN X
MILLENNIALS
GEN Z
Share live-event updates, engage one on one with the community, and seek out and engage in brand-related conversations.
CASUAL FORMAL
CASUAL FORMAL
MILLENNIALS
GEN Z
Post job opportunities and industry thought leadership, and publish news about the institution itself.
CASUAL FORMAL
CASUAL FORMAL
BOOMERS
GEN X
MILLENNIALS
SOCIAL MEDIA OVERVIEWMany of our audiences communicate primarily through one of the four main social media channels. Below are high-level practices to keep in mind so that appropriate content is crafted in the right manner for each channel.
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IDENTITY FOR SOCIAL MEDIAPrincipia School runs active channels on Facebook, Instagram, Twitter, and YouTube. We encourage our community to like, share, and engage with these channels to increase our exposure and help us communicate via social media. For a full list of our channels, visit www.principia.edu/socialmedia.
SCHOOL SOCIAL MEDIA PROFILES AND CHANNELS
Facebook—School @PrincipiaSchool
Twitter—School @PrincipiaSchool
Instagram—School @PrincipiaSchool
Instagram—School Athletics @PrincipiaSchoolAthletics
Twitter—School Athletics @PrincipiaSports
Facebook—School Athletics @PrincipiaSchoolAthletics
YouTube—School /PrincipiaSchool
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COLORPrincipia’s colors say a lot about who we are. Beyond our logos, they’re one of the most
identifiable aspects of our brand. Our color palette helps audiences identify us at a glance, and the way we use color sets the mood for each of our pieces. To maintain visual consistency
across all School materials, use only the colors outlined in this section.
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PRINCIPIA SCHOOL COLORSOur colors consist of primary, neutral, and secondary palettes. Our primary palette features the institutional colors—blue and gold. This primary palette ensures we stay true to who we are, but the neutral and secondary palettes help build color schemes that are complementary and balanced. This helps the primary palette adjust to meet the needs of various communications.
PMS 872C
CMYK 20 / 30 / 70 / 15
RGB 180 / 151 / 90
HEX #b49759
PMS 295C
CMYK 100 / 85 / 36 / 39
RGB 16 / 43 / 82
HEX # 102b51
PRIMARY PALETTE
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CMYK 3 / 2 / 2 / 0
RGB 244 / 244 / 244
HEX # f4f4f4
CMYK 70 / 63 / 62 / 58
RGB 51 / 51 / 51
HEX #323333
PMS 2925C
CMYK 75 / 24 / 0 / 0
RGB 0 / 155 / 222
HEX #009add
PMS 144C
CMYK 2 / 54 / 100 / 0
RGB 243 / 139 / 0
HEX #f38a00
PMS 338C
CMYK 54 / 0 / 39 / 0
RGB 110 / 205 / 178
HEX #6dcdb1
PMS 109C
CMYK 1 / 16 / 100 / 0
RGB 255 / 209 / 0
HEX #ffd100
PRINCIPIA SCHOOL NEUTRALS PALETTE
PRINCIPIA SCHOOL SECONDARY PALETTE
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TYPOGRAPHYWhen used thoughtfully, typography becomes a powerful brand tool that can add visual
meaning to what is communicated. Principia’s typography communicates clearly and cleanly and is flexible across a wide range of print and digital communication mediums.
A C D E F
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TYPOGRAPHY OVERVIEWFlexibility comes from using one type family that contains all the necessary styles. Principia’s typeface, Roboto, features sans and slab fonts. The typeface was selected because of its modern and clean form.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 ! @ # $ % ̂& * ~ ( { [ “ - + = . , ; : • ” ] } )
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 ! @ # $ % ̂& * ~ ( { [ “ - + = . , ; : • ” ] } )
PRIMARY SANS-SERIF
Uses: Headlines, callouts, fast facts
Uses: Headlines, subheadlines, body copy, page titles, captions
CHARACTERS WEIGHTS
PRIMARY SERIF CHARACTERS WEIGHTS
LIGHTREGULARBOLD
REGULARITALICBOLDBOLD ITALIC
ROBOTO SLAB
ROBOTO
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LOREM IP SUM DOLOR.Lorem ipsum dolor sit amet, onsectetur adipiscing elit. Ut diam risus, sollicitudin vel dolor in, molestie cursus ligula.
PELLENTESQUE HABITANT MORBI TRISTIQUE
Short Headline
Roboto Slab, Bold, All Caps Size 45 pt., Leading 45 pt.
Label
Roboto, Black, All Caps Kerning -25, Size 9 pt.
Subhead or Lead-In Copy
Roboto, Bold, Title Case Size 16 pt., Leading 20 pt.
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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut diam risus, sollicitudin vel dolor in, molestie cursus ligula.
Body Copy
Roboto, Regular Size 10 pt., Leading 14 pt.
Captions
Roboto, Italic Size 8 pt., Leading 12 pt.
TYPOGRAPHY HIERARCHYThis sample setting shows how typography could be used in a hierarchy that ensures effective use of typefaces to convey information.
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PHOTOGRAPHYPhotography is a powerful asset for visual storytelling. It helps us tell the rich, full
story that is Principia. By aligning our photography style and usage across the institution, we can create a look and feel that’s distinctly ours.
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PHOTOGRAPHY SNAPSHOTPrincipia’s photography should feel personal, joyful, and light, while also conveying a sense of engagement and innovation. Photography should illustrate the range of activities on campus, including academics, athletics, the arts, experiential education, character development, and Christian Science in action. It should also include student portraits and highlight our beautiful campus.
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IDENTITY MATERIALSPrincipia has a standard suite of identity materials that includes letterhead and envelopes, business cards, note cards, digital letterhead, and templates for PowerPoint presentations.
This section shows how our master visual brand comes to life through some of the core identity materials such as letterhead and business cards.
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TEMPLATE 1
TEMPLATE 3
TEMPLATE 2
Principia School, 13201 Clayton Road, St. Louis, MO 63131 l 314.434.2100 l [email protected]
First LastTitle title title title
7 INCHES
5 INC
HES
Thank You
7 INCHES
5 INC
HES
NAME HERE
7 INCHES
5 INC
HES
Customized letterhead, envelopes, business cards, and note cards can be ordered from the Principia Copy Center using the Copy Center Request Form.
PERSONAL NOTE CARDSThe Principia Copy Center can create personalized cards based on the template below. Personalized note cards include first and last name and are printed on 5” x 7” white card stock. Institutional thank-you cards are printed at a 10” x 7” size and folded in half to a final size of 5” x 7” with the inside blank.
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13201 Clayton Road 314.434.2100St. Louis, MO 63131 www.principiaschool.org
OFFICE OR DEPARTMENTONE OR TWO LINES
8.5 INCHES
11 INC
HES
SCHOOL LETTERHEAD SCHOOL ATHLETICS LETTERHEAD
13201 Clayton Road 314.434.2100St. Louis, MO 63131 www.principiaschool.org
ATHLETICS DEPARTMENT
OFFICE OR DEPARTMENT NAMEONE OR TWO LINES
13201 Clayton Road St. Louis, MO 63131
314.434.XXXX www.principiaschool.org
School Website URL
Personal Phone NumberCUSTOMIZABLE TEMPLATE CONTENT
LETTERHEADPrincipia has standard letterhead for the School and School Athletics.
Customized letterhead, envelopes, business cards, and note cards can be ordered from the Principia Copy Center using the Copy Center Request Form.
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www.principiaschool.org
First Last, PhDTitle Department
Office: 000.000.0000, ext. 0000 Cell: 000.000.000
13201 Clayton Rd., St. Louis, MO 63131
SCHOOL CONTENT
SCHOOL BACK SIDE
BUSINESS CARDSThe Principia Copy Center can create personalized business cards based on the template below. Please provide the Copy Center with the following information exactly as you wish it to appear on your card: first and last name, title, department, office number, cell number (if desired), and e-mail address.
Customized letterhead, envelopes, business cards, and note cards can be ordered from the Principia Copy Center using the Copy Center Request Form.
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WHEAT GRAPHIC
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FRAMING MOMENTS Cropping images in individual kernels offers a perspective for more intimate and inviting communication.
FRAMING HEADLINES This strategy emphasizes key messages for communication materials.
FRAMING PORTRAITS Focusing on a student’s face in this way highlights individual expressions and moments of growth (social, intellectual, physical, moral, and spiritual).
Always use the provided wheat structure when creating the graphic elements. Never reproduce or alter the graphic aside from the instructions on the following pages.
WHEAT GRAPHIC OVERVIEWThe wheat structure graphic is inspired by the sheaf of wheat in Principia School’s shield. Elements from the graphic can be used in various applications to showcase opportunities, recognize growth, and celebrate the experiences of both internal and external audiences.
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USING AN OFFSET BORDER The thickness of the offset border should be about a fourth of the padding between itself and the framed image. The border should include the line element from the wheat structure for consistency.
SELECTING IMAGES When placing the photo into the container, give context for the moment by showing enough of the surrounding details. Cropping works best when photos have diagonal compositions and are captured midrange.
FRAMING COMPOSITIONS Pay attention to the balance of the subject matter and the surrounding space.
The wheat kernel itself can be cropped within the layout of the design. This works best when the shape of the kernel can be recognized by its curved and diagonal attributes.
FRAMING MOMENTSFraming images within the wheat kernel can break up the traditional grid and introduce movement and intimacy into a design. By using images of engaged people with rich expressions, we can invite audiences to see themselves in the Principia experience.
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Proin cursus nulla dui. Fusce at dui nulla. Aenean volutpat lacinia dolor, ac ultrices tortor pretium nec.
EXPERIENCE PRINCIPIA
MINIMUM WIDTH0.25 INCH
= Height of two lines from body copy
X
X
X
FRAMING HEADLINESWhen framing headlines with the wheat graphic, type should be center-justified. Set the fill color of the text frame to match the background color, and place it over the wheat graphic. The padding that separates the text from the line should be about the height of two lines from the body copy. The measurements below are intended as guides for getting started.
