AN INTELLECTUALLY€¦ · HORIZONTAL LOGO The horizontal version of the logo will be used for most web applications, such as website headers, as well as in instances when the primary

Brand GuidelinesApril 2015

AN INTELLECTUALLY STIMULATING, DIVERSE, AND COLLABORATIVE

COMMUNITY.

NCSSM Brand Guidelines - April 2015 Page 2 © 2015 North Carolina School of Science and Mathematics

BRAND GUIDELINES

1.0 Why Our Brand Is Important ........................................ 41.1 How to Use These Guidelines ....................................... 5

2.0 Our Brand Promise ..................................................... 72.1 Our Brand Voice ......................................................... 82.2 Language Library .................................................. 9-10

3.0 Elements of Our Visual Identity .................................. 123.1 Brand Logo .............................................................. 13 – Variations and Use .............................................. 14 – Color Options .................................................... 15 – Reversed .......................................................... 16 – Protection Area .................................................. 17 – Improper Use .................................................... 18 – Standard Sizes .................................................. 19 – Co-branding ....................................................... 20 3.2 Typeface .................................................................. 213.3 Our Color Palette .................................................. 22-23

4.0 Our Style ................................................................. 254.1 Typesetting Guidelines .............................................. 264.2 Web Applications ...................................................... 27

5.0 Living the Brand ........................................................ 29

Brand Overview

Visual Elements

Positioning

Style Guide

Living the Brand

BRAND OVERVIEW


WHY OUR BRAND IS IMPORTANT

The North Carolina School of Science and Mathematics brand represents our promise to empower students to design their own future. We live up to this promise every day by being innovative, collaborative, and adventurous in the pursuit of offering students a world-class education.

Presenting our identity consistently allows us to give the world a strong sense of who we are as a school and what we stand for. From the words we write and say to visual elements like our logo, typography, color palettes, and imagery, each of these components has an effect on how people perceive NCSSM.

Our identity is built around a strong and clear vision. Communicating it in a way that is consistent and engaging can convey meaning in an instant. We want people to know that NCSSM stands for excellence, leadership, collaboration, and diversity. By applying the guidelines in this document each and every day, we can work together to make that happen.

We are stronger and more purposeful when we speak and act as one community. Thank you for being a part of NCSSM and for representing our identity with pride.

Brand Overview – 1.0


HOW TO USE THESE GUIDELINES

These guidelines have been developed to ensure that anyone communicating on behalf of North Carolina School of Science and Mathematics does so in a way that supports and reinforces a consistent message.

What to Do:– Take time to read through the following pages so that you are

familiar with the resources that have been provided and how to utilize them. The guidelines have been designed to be easy to understand and simple to implement. It is through this simplicity that, together, we will build a strong and enduring identity.

– If you have questions about these guidelines or how to use the brand, or would like someone from the brand team to review how it is used, please contact: [email protected].

Brand Overview – 1.1

POSITIONING


OUR BRAND PROMISE

The North Carolina School of Science and Mathematics is pioneering opportunities for generations of innovators to challenge the limits of what’s possible and power the ideas that shape our lives.

Our brand promise articulates what makes NCSSM unique among specialized STEM high schools. It also aligns with our strategic objectives, clearly states our value and upholds the school’s mission.

OUR UNIFYING CONCEPT

We empower students to design their own future.

OUR KEY DIFFERENTIATORS

Positioning – 2.0

A Focus on Students We focus on providing students a world-class education that gives them the skills and knowledge they need to design their own future.

A Commitment to Community We give back to our communities through service, philanthropy, volunteerism, and outreach.

A Resolve to Solve

We are problem solvers who aim to build a brighter future.

A FOCUS ON

STUDENTS

A RESOLVE

TO SOLVE

A COMMITMENT

TO COMMUNITY


OUR BRAND VOICE

NCSSM’s voice reflects what differentiates us as an institution—our unerring focus on students, our commitment to community, and our dedication to building a brighter future.

We strive to be clear and consistently illustrate these characteristics. When writing, use language that is direct and quickly gets to the point. Put your audience first and think about what they are seeking.

The voice of NCSSM is intelligent but not arrogant, authentic but not alienating, pithy yet genuine.

PERSONALITY

Positioning – 2.1

Adventurous.


LANGUAGE LIBRARY

Building upon our brand promise and voice is a set of a set of taglines and language that is designed to help you quickly and effectively tell the NCSSM story.

MARKETING TAGLINES

These carefully crafted messages serve as shorthand to convey the unique strengths and character of NCSSM. We’ll be incorporating them into email signatures and other materials to reinforce the visibility and message to a variety of audiences.

For prospective students and families, educators, and internal audiences:

Design your future.

For prospective students and families, educators, and internal audiences:

Students first.

For the general public, legislators, prospective donors, and corporate audiences:

Igniting innovation, cultivating community.

Positioning – 2.2a


LANGUAGE LIBRARY

Building upon our brand promise and voice is a set of a set of taglines and language that is designed to help you quickly and effectively tell the NCSSM story.

ABOUT US

One-sentence version: North Carolina School of Science and Mathematics is the nation’s first public residential high school focused on science, technology, engineering, and math. We challenge and inspire talented students from across North Carolina through a residential campus, online offerings, and summer STEM enrichment programs.

One-paragraph version:North Carolina School of Science and Mathematics is the nation’s first public residential high school specializing in science, technology, engineering, and math. We challenge talented high school juniors and seniors from across North Carolina through a residential program on our historic campus in Durham, an extensive online program, and summer offerings on our campus and across the state. NCSSM is committed to giving back to our communities through the time, talents, and resources of our world-class educators, dedicated staff, and students. Founded in 1980, NCSSM has become the model for 18 such specialized schools around the globe. Our 8,000-plus alumni include local and global leaders in medicine, technology, commerce, education, and the arts. Together we form a community of problem solvers who aim to build a brighter future.

Positioning – 2.2b

VISUAL ELEMENTS


ELEMENTS OF THE VISUAL IDENTITY

NCSSM’s visual identity is comprised of a variety of graphic elements and techniques. When used as presented here, the school’s identity is strengthened.

On the following pages, you’ll find specific direction on how to use key elements of our visual identity, including the name, logo, typography, and color. These elements are already incorporated into a set of downloadable templates and tools available for your use, which can be found on the brand site: ncssm.edu/brand.

Visual Elements – 3.0


BRAND LOGO

The logo provides the foundation for NCSSM’s visual brand identity.

By adopting a shared identity system, we not only build consistency, but also reinforce the reputation and mission of our institution, boost recognition, and foster meaningful relationships with our constituents past and present.

Always use approved master art for our logo. Never recreate it yourself.



BRAND LOGO: VARIATIONS AND USE

Three variations of the logo were created to accommodate all possible design situations — the stacked logo, a horizontal logo, and an abbreviated logo. The logo implemented should be determined by the intended use, as described below.

Visual Elements – 3.1a

STACKED LOGOThis version of the logo should be used on all of the school’s print materials, such as business cards and letterhead, brochures, and flyers. The stacked logo should be used as often as possible.

HORIZONTAL LOGOThe horizontal version of the logo will be used for most web applications, such as website headers, as well as in instances when the primary logo does not fit within the design scheme.

ABBREVIATED LOGOThe abbreviated logo should primarily be used for promotional merchandise and apparel, such as T-shirts, mugs, and bumper stickers. It may also be used in multi-page layouts, but only after either the primary or horizontal version of the logo has been used in the initial instance within the document. For example, the abbreviated logo could be used on the back cover of a brochure, with the primary logo used on the front cover.


BRAND LOGO: COLOR OPTIONS

The full-color version of the logo is preferred in both print and electronic communications. In certain cases, however, it may be necessary to use the logo in all black or with a reversed outline. For example, when printing only in black and white, please use the black-and-white logo. The following options are the only ones that should be used.

Full-color logo: The full-color version of the logo is preferred in both print and electronic communications.

Black-and-white logo:Only use our logo in black when it isn’t feasible to use the full-color version.

Visual Elements – 3.1b


BRAND LOGO: REVERSED OPTIONS

A reversed version may be used so that the logo doesn’t get lost on a solid-colored background.

Reversed logo:Here, our logo is reversed, which allows it to stand out on a solid-colored background.

Visual Elements – 3.1c


BRAND LOGO: PROTECTION AREA

It is critical that our logo is properly separated from all other words and visual elements. This ensures that the logo remains the visual focus even when surrounded by text or other imagery.

The protection area provided around the logo must never be less than the minimum space illustrated below. This protection area is based on the diameter of the beacon in the center of the logo.

Protection Area:Please be sure to provide adequate space around the logo by incorporating the protection area as indicated to the right.

Visual Elements – 3.1d


BRAND LOGO: IMPROPER USE

In order to protect its visual integrity, as well as its legal standing, the NCSSM logo must not be changed in any way. This applies in all cases, regardless of how small or well-intentioned the change.

COMMON MISTAKES TO AVOID

Visual Elements – 3.1e

Do not separate or move components of the logo.

Do not center the school name within the logo.

Do not change the color of the logo.

Do not use the logo as a watermark or make transparent.

Do not stretch the logo.

Do not add elements to the logo.


BRAND LOGO: STANDARD SIZES

By adhering to standard logo sizes, we are able to establish a consistent and cohesive look and feel for the brand. Properly proportioned logos are already included in the school’s branded templates for common materials like brochures, letterhead, and PowerPoints.

Below are the standard logo sizes that NCSSM uses in the majority of instances.

The logo should not appear any smaller than the sizes depicted below.

1.375”

1.125”

2.25”

Visual Elements – 3.1f

.875” -or- 63px (Smallest size)

1.25” -or- 47px (Smallest size)

.5” -or- 36px

(Smallest size)

In order to maintain accuracy, the logo should be measured horizontally from the farthest left point of the logo to the farthest right point of the logo.


BRAND LOGO: CO-BRANDING

The guidelines below indicate how to use the NCSSM’s logo in conjunction with another institution’s logo in the event of a partnership.

Visual Elements – 3.1g

The partnering logo should always be placed on the left side of the lockup.

A line that extends the height of the highest point of the NCSSM logo to the common baseline should separate the two partnering logos.

The line should be placed at a distance from each of the logos that is equal to the diameter of the beacon in NCSSM’s logo.

The line should always be 1 pt. and in Cool Gray 8c.

The size relationships between the partnering logos should always give them equal prominance, without one appearing to have greater importance than the other.

Because partner logos will vary, there is no standard calculation for size placement and it will be up to the designer’s discretion.

Both logos should sharea commonbaseline.


TYPEFACE

PRIMARY TYPEFACEVerdana is the primary typeface for NCSSM. It should be used on all print and electronic communications where a selection regarding font can be made.

Verdana is a standard font on both PCs and Macs, and is included as an option in Gmail and other email platforms.

COMPLEMENTARY TYPEFACE The typeface Georgia serves as a complement to Verdana. Georgia is also a standard font on both PCs and Macs.

WEB TYPEFACESApplications on the web require a slightly different type treatment than print applications. Montserrat is used for web headings, which should be set in all caps.

Verdana Regular Abc 123VERDANA BOLD ABC 123

Georgia Regular Abc 123GEORGIA BOLD ABC 123

MONTSERRAT BOLD ABC 123


Body copy on the web will be set in Helvetica Neue.

Helvetica Neue Regular Abc 123


OUR COLOR PALETTE

The colors chosen for NCSSM reinforce the school’s identity, create consistency, and allow for creativity in design.

Bold and diverse choices symbolize our focus on innovation and commitment to empowering students to design their future.

PRIMARY COLOR PALETTE

The primary color palette is strong and bold, creating a sense of wisdom and credibility. These colors have been a part of NCSSM’s identity since its beginning, and, paired with the logo, will make our brand stand out.

Color Breakdown:

Pantone 653c c87 m64 y18 k3 | #346094r52 g96 b148 Pantone Cool Gray 8c c48 m40 y38 k4 | #8a8a8dr138 g138 b141



OUR COLOR PALETTE

ACCENT COLOR PALETTE A bright and lively combination of accent colors are used to complement the blue and gray color scheme and creates a broader range of possibilities for the NCSSM brand. These colors highlight the personality of the school and its people—passionate, creative, and adventurous.

Color Breakdown:

Pantone 145c c14 m57 y100 k2 | #d57e00 r213 g126 b0

Pantone 291c c37 m8 y1 k0 | #99caear153 g202 b234

Pantone 512c c53 m94 y23 k6 | #853175r133 g49 b117

Pantone 7406c c5 m22 y100 k0 | #f4c300 r244 g195 b0

Pantone 363c c75 m24 y100 k8 | #4b8b2ar75 g139 b42


STYLE GUIDE


OUR STYLE

Just as NCSSM’s voice reflects what differentiates us as an institution, our style and the way we visually represent our brand supports our brand and the personality of the school—one that is passionate, creative, and adventurous.

Our style reflects these characteristics, and incorporates big, bold imagery, colorful typography, and playful design elements. This style has already been incorporated into a set of tools and templates available for you to download on our brand site: ncssm.edu/brand.

Here you will find a set of tools and templates designed to make it easy to incorporate the brand into your daily communications. Begin using NCSSM’s official email signature, download a Powerpoint presentation template, or peruse a variety of print publication options. You can choose from a number of formats, or make a request and we will work with you to come up with a solution to best suit your needs.

You can find the request form on the Creative Services website: ncssm.edu/creativeservices/make-request.



TYPESETTING GUIDELINES

— “North Carolina School of Science and Mathematics” should be written in full on first reference within a document. The NCSSM abbreviation may be used in all subsequent uses.

— When using the school’s name in a sentence or header, it should be in title case, not all upper case: North Carolina School of Science and Mathematics. The name should match the surrounding text—it should not be in bold or italic, or in a larger font.

— Whenever possible, use flush-left, ragged right alignment.

— Use a single space after the period at the end of a sentence.

— Avoid hyphenation at the end of rows of text.

— Use an additional line space to indicate the start of a new paragraph.

— Use Verdana Regular for body copy and notations. For titles, headers and subheads and any in-text callouts the preferred style is Montserrat Bold set in ALL CAPS.

— Do not underline words or phrases.

— To ensure a consistent NCSSM look, do not introduce other fonts.

— Do not adjust the typeface’s horizontal or vertical scale.

— Type should always be set with normal tracking, although in larger headlines, manual and independent kerning may be necessary.



WEB APPLICATIONS

Want to create a Google site? To help you in branding your NCSSM web presence, a NCSSM Google site template as well as instructions on greating your Google Site are available for your use, and can be accessed on the brand site: ncssm.edu/brand.

Have a request related to an official NCSSM web page? Contact NCSSM Creative Services, who creates and manages all official NCSSM web pages. You can find the request form on the Creative Services website: ncssm.edu/creativeservices/make-request.


LIVING THE BRAND


LIVING THE BRAND

We are stronger and more purposeful when we speak and act as one community.

While logos and symbols are not the sole elements of a “brand,” they are its visual representation and extension.

By adopting a shared identity system, we not only build consistency, but also reinforce the reputation and mission of our institution, boost recognition, and foster meaningful relationships with our constituents past and present. Our identity is a powerful platform that connects our historic past with our vision for the future.

Thank you for being a part of NCSSM’s identity and for representing it with pride.

Living the Brand – 5.0

Documents

AN INTELLECTUALLY€¦ · HORIZONTAL LOGO The horizontal version of the logo will be used for most web applications, such as website headers, as well as in instances when the primary