Paterson Public Schools Brand 2Tagline 3District Logo Variations 4Clear Area 6Proper Sizing 7Incorrect Usage 8Partner Logos 10Color Palette 11Typography 12Architecture 13Logo Implementation 14Letterhead Template 15Flyer Template 16Business Cards 17PowerPoint Presentation 18Use of School Names 19Electronic Communications 20Headers & Version Control 21

Brand Identity Guidelines

Prepared by the Department of Communications Updated 9/09/2015

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Paterson Public Schools Brand

A clear and consistent identity helps build and maintain a reputable brand. Regularly used graphic symbols and tag lines can convey and reinforce the strengths of an organization.

This is as true for Paterson Public Schools (PPS) as it is for other organizations, be they educational or business. A strong branding identity and signature can enhance PPS’ ability to communicate to key stakeholders and to recruit outstanding administrators and staff.

To this end, PPS has developed a branding and visual identity system that effectively links our central and administrative office, schools and other academic units with our common mission of “Preparing All Children for College and Career.”

The key to establishing and reinforcing our district identity is consistency. These guidelines provide the information for creating and maintaining the integrity of the Paterson Public Schools brand.

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Tagline“Preparing All Children for College and Career”

“Preparing All Children for College and Career” is more than just a campaign message; it gets to the heart of who we are, what we do, and what we believe.

Every member of the PPS community plays an important role in bringing this cohesive identity to life and in maintaining its integrity by applying it consistently throughout all district communications, including in print, cable TV and online vehicles.

When people think of PPS they should think “Preparing All Children for College and Career.” As we begin to increase our social media and external communication branding, a new logo icon is essential to communicate our mission of “Preparing All Children for College and Career.”

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With and Without Tag Line

District Logo VariationsThe Paterson Public Schools logo is the primary element of the PPS visual identity system and must appear on all official PPS communications. The logotype are the words Paterson Public Schools all caps with the letters PPS in drop caps.The logotype can appear horizontal or stacked.The tag line “Preparing All Children for College and Career” reflects the Paterson Public School’s mission in one succinct statement.Logo graphic files can be downloaded from the Department of Communications web page.

Grayscale

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Icons & WatermarkThese option graphic elements can be used to reinforce our identity.The informal district seal (watermark)has been specifically created for use in conjunction with the District Logotype when an additional graphic element is desired. The informal district seal may not be used in place of the District Logotype. However, it may appear separately as a decorative or design element. This lighter or gray scale version of the seal can be used as a watermark on flyers or stationary. When used in conjuction with the logotype, the logo without the tagline should be used as the tagline already appears in the seal.

Icons

Lamp of Knowledge Seal or Watermark

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Clear AreaTo assure greatest legibility, the logo should be kept at a specified distance from other text and graphical elements.

Correct Clear AreaUsandestion cum vel ium dolorro cullate cabore eni cus, coreprae net exeribe

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pro vide averi prae converei inatiemo condeatura cluderiones? Dum es

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IncorrectUsandestion cum vel ium dolorro cullate cabore eni cus, coreprae net exeribe

aquaest dolor solorest, ut iumGerena, consultodii intrium tanuntea vid concerei

pro vide averi prae converei inatiemo condeatura cluderiones? Dum es

apervignatua re co iam lostas hos intum misseniam se num apec vid ina, stia nu

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Proper SizingLogo length should not exceed half the width of any media upon which it appears. The recommended size for logo usage on 8.5x11” media should be no more than 4.25” wide for the horizontal version and 2” wide for the stacked version. The minimum size the PPS logo icon should be reproduced on any media is at a height of .1875” (3/16”). In order to retain maximum readibility, it should never be used smaller than that height.Should you need to reproduce a larger version of the logo, e.g. poster or billboard, please contact the Department of Communications for assistance at 973 321-2431.

Maximum Horizontal Length

Minimum Vertical Height

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Do not elongate

Do not condense

Do not rotate

Incorrect UsageThe correct aspect ratio (proportion)must be maintained at all times. In most applications, holding the shift key while resizing the logo from any of the 4 corners will retain the proper proportions.A strong indentity depends on consistent presentation. Never separate, alter, or reposition the elements of our logo in any way.

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Incorrect UsageUse the version of the logo with the opaque white background whenever a dark or distracting background interferes with legibility.

Maintain white background on dark or patterned media

Do not alter, manipulate or invert

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Partner LogosThe Paterson Public Schools logo, when used in conjunction with partner logos, should be of comparable size. An adequate spacing should be maintained between the different graphic elements to express the distinct difference between the two entities.

Correct Usage

Incorrect Spacing

Incorrect Relative Sizing

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Color PaletteConsistent use of a standard color scheme can help with brand recognition. Use these colors when working with printers or outside providers.

color Pantone © CMYK RGB HTML

Olive 448C 59/49/74/34 90/90/65 #5a5a41

Blue 275C 100/100/32/32 29/23/86 #1d1756

Red 1685C 30/83/83/29 139/59/46 #8b3b2e

LIght Gray 5315C 14/11/7/0 215/216/223 #d7d8df

Dark Gray 10C 60/51/51/20 102/102/102 #666666

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TypographyFont usage: Serif font: Times New Roman Sans serif fonts: Calibri Franklin Gothic MediumFonts are readily available on district computers and can be used in regular, bold or italic formats.

Times New Roman Regular: abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890.:,; ‘ “ (!?) +-*/=

Times New Roman Italic: abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890.:,; ‘ “ (!?) +-*/=

Calibri Regular: abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890.:,; ‘ “ (!?) +-*/=

Calibri Italic: abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890.:,; ‘ “ (!?) +-*/=

Franklin Gothic Medium: abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890.:,; ‘ “ (!?) +-*/=

Franklin Gothic Italic abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890.:,; ‘ “ (!?) +-*/=

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ArchitectureDepartment and school names can replace the tag line.This logo in combination with a department or school name should be used for internal communication within the district. Every department and school should use this format in their flyers, brochures or other types of promotional material. This logo combination can be used on unit specific web pages and newsletters. Logos customized with your individual school or department name can be obtained from the Department of Communications at 973 321-2431.

Departments

Schools

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Logo ImplementationThe Paterson Public Schools logo should appear on all official district communications material

• Standardization

• Universal usage

• Accessibility

• Communication of proper usage

District web site Web site address bar (Favicon) School web sites (School Loop) Social media Facebook, Twitter, Mobile District App Vendor pages: ParentLink, Applitrack, eBoard, Alio Business cards Letterhead (stationery) Envelopes Reports Newsletters PowerPoint presentations ID Badges Computer and mobile device screen wallpaper District vehicles Signage Promotional materials Brochures, flyers, premium items Email signatures

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Letterhead TemplateDepartment or school name, address and contact information should appear on the letterhead. The letterhead template is available from the Department of Communications web page.

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Flyer TemplateFlyer templates can be downloaded from the Department of Communications web page.These basic templates allow for flexibility in photo and content placement.

In Progress

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Business CardsBusiness cards can be ordered from the print shop.

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PowerPoint Presentation

The district logo should appear in the lower right corner of each slide. Placing the logo on a master slide will achieve this result automatically.Fonts and color schemes should be based on this document’s guidelines.A powerpoint template is available from the Department of Communications web page.

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Use of School Names

Consistent use of proper school names is essential. Refer to the following examples and use Board recognized names when applicable.

Examples:Paterson Public Schools (not The Paterson Public Schools)School 2 (not PS 2, PS#2, or School #2)John F. Kennedy Educational Complex School of Architecture & Construction Trades School of Business, Technology, Marketing and Finance School of Education and Training School of Science, Technology, Engineering and MathematicsEastside Campus School of Government & Public Administration School of Information Technology School of Culinary Arts, Hospitality & TourismDr. Frank Napier, Jr. School of Science & Technology Rev. Dr. Martin Luther King, Jr. Educational ComplexAcademy of Health ScienceAcademy of Earth and Space ScienceGarrett Morgan Academy for Transportation & EngineeringRosa L. Parks School of Fine and Performing ArtsRenaissance One School of Humanities

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Electronic Communications

In an effort to ensure all internal and external communications support the district’s vision, mission, and values; we must all adhere to specific standards in our electronic communications.

• All district emails must have content in the subject line that describes the material within the message. Do not leave the subject line blank.

• All district email communications will include a standardized message and the district logo. No personal messages, taglines, quotes, etc. are permitted as part of signatures.

• The use of backgrounds on district emails is not permitted.

• Online communications (web site, social media) must adhere to district policies and standard operating procedures.

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Headers & Version Control

All forms, documents, charts, graphs, slides spreadsheet columns, etc. should have titles which describes the purpose and content within and, as previously stated, the Paterson Public Schools logo should appear.The specific date of the latest version should appear on all district documents. Whenever applicable, revision numbers should also be visible.