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Brand Style Guide
This guide provides the tools and information you’ll need to do your part in promoting a
common, consistent, and professional image of Saint Agnes School.
© Saint Agnes School 2018
Guidelines for using the Saint Agnes School graphic identity
Version 1.1 • November 2018
Why Branding?For Saint Agnes School, our website, logo, and publications are all physical manifestations of our brand—but our brand goes beyond a logo or image. It is wrapped up in the consistent answer our faculty, staff, parents, and school community give when we talk about what makes Saint Agnes special. Ultimately, the goal of branding is to place a image in people’s minds that is both focused and consistent with our vision. Our website, logo, and publications are all physical manifestations of our brand.
Just as important to our branding are our sports uniforms and spirit wear. When people see a group of our student-athletes or fans, we want them to immediately recognize that they belong to Saint Agnes. In the end, we want our uniforms and spirit wear to represent more than just affiliation to our school or team, but rather the level of leadership, commitment, and achievement that we associate with great sportsmanship.
Trademarks and LicensingThe school signature is copyrighted and may not be used on publications or products originating outside of Saint Agnes School without express written permission from the Advancement Office. For approval and usage, please contact the Communications Coordinator in the Advancement Office.
“Be who God meant you to be and you will
set the world on fire”
St. Catherine of Siena
THE Aggie ArchivesKeeping alumni, families and friends connected to Saint Agnes School
SPRING 2018
© Saint Agnes School 2018Saint Agnes School Logo Style Guide - Version 1.1 • November 20182
Colors
Color Types / Modes
PMS: pre-mixed solid ink used in 1 or 2 color situations (infrequent)
CMYK: proportioned mixes of 4 inks, standard printing process full color
RGB: color code for light emitting screens (computer, tv, mobile)
Hex: web color code
REDPRIMARY
PMS1795
CMYK01001005
RGB2182533
HEXda1921
NAVYPRIMARY
PMS2955
CMYK10055055
RGB04878
HEX00304e
WHITEPRIMARY
PMSOPAQUE WHITE
CMYK0000
RGB255255255
HEXffffff
Note: The color blocks are not to be used as a color match. Please use the specified codes to achieve the best color reproduction.
Any environment where full 4-color printing or digital presentation are not available - 1, 2, or 3 colors (including white).
© Saint Agnes School 2018Saint Agnes School Logo Style Guide - Version 1.1 • November 20183
Limited Color Environment
M. BLUELIGHT
PMS650
CMYK10505
RGB213220233
HEXd5dce9
Colors
Color Types / Modes
PMS: pre-mixed solid ink used in 1 or 2 color situations (infrequent)
CMYK: proportioned mixes of 4 inks, standard printing process full color
RGB: color code for light emitting screens (computer, tv, mobile)
Hex: web color code
REDPRIMARY
PMS1795
CMYK01001005
RGB2182533
HEXda1921
REDDARK
PMS1815
CMYK1010010040
RGB1451317
HEX910d11
GOLD
PMS458
CMYK1011462
RGB226214153
HEXe2d699
GOLDLIGHT
PMS461
CMYK55240
RGB241233200
HEXf1e9c8
GOLDDARK
PMS456
CMYK10114660
RGB159150105
HEX5a5438
NAVYPRIMARY
PMS2955
CMYK10055055
RGB04878
HEX00304e
NAVYLIGHT
PMS647
CMYK8439039
RGB089137
HEX005989
NAVYDARK
PMS2965
CMYK10055078
RGB03456
HEX002238
MEDIUMBLUE
PMS652
CMYK3519019
RGB114134169
HEX7286a9
WHITEPRIMARY
PMSOPAQUE WHITE
CMYK0000
RGB255255255
HEXffffff
Note: The color blocks are not to be used as a color match. Please use the specified codes to achieve the best color reproduction.
© Saint Agnes School 2018Saint Agnes School Logo Style Guide - Version 1.1 • November 20184
Full Color Environment
Any environment where full 4-color printing or digital presentation are available.
Wordmark & LogoThe Saint Agnes School logo is the cornerstone of our visual identity. It is a meaningful mark, symbolizing the brand wherever it appears. Illustrated below is the preferred arrangement of these elements. Never use a text editor to place or replace the text in the logo. Its exact size, weight and placement are all part of the Saint Agnes School signature.
Make sure to adhere to the Saint Agnes logo standards. To request approval of logo usage, send your documents to the Communications Coordinator in the Advancement Office.
◄ Full color horizontal, short spaced
This page does not show the full range of combinations/options
Variables in logo options:• Horizontal/Vertical• Full color/grayscale/single color• Text: Short/Wide• Text: Gold/Red/Blue
◄ Full color horizontal, wide spaced
Special approval must be given if a layout demands a shift in relative scale between Crest and SAS text
◄ Full color vertical, wide spaced
◄ Grayscale horizontal, short spaced, dark textNote: Grayscale A in crest must always be the lighter version
◄ Black (single color - could be red, navy, white)
▲ Full color vertical, short spaced
▼ Limited color, short spaced, blue
© Saint Agnes School 2018Saint Agnes School Logo Style Guide - Version 1.1 • November 20185
Proper/Improper Usage
DO NOT mix logo elements.
TIPS:• Hold the “Shift” key in most software programs to maintain the proportions while scaling up or down.• Avoid scaling larger than the original file. If a larger file is needed, request one from the Communications Coordinator in the Advancement Office.
DO NOT realign or reconfigure the elements of the logo.
DO NOT display the logo on a backgroundthat provides inadequate contrast or is overly busy.
DO NOT change the proportion of the mark to the logotype.
DO NOT allow the logo to become distorted due to improper scaling.
DO NOT change any color of the logo.
DO NOT change the fonts in the logo.SAINT AGNES SCHOOL
© Saint Agnes School 2018Saint Agnes School Logo Style Guide - Version 1.1 • November 20186
Protected Area
The protected area ensures that the wordmark and logo are always readable. The purpose is to prevent other graphic images or words from getting too close to our signature. No other type or images should appear in the space indicated.
The protected area is a perimeter one text character height away from the text and crest
© Saint Agnes School 2018Saint Agnes School Logo Style Guide - Version 1.1 • November 20187
Secondary Athletic Logos
The secondary athletic logos, shown left, are allowable for campus use. All athletic logos must maintain approved colors, proportions and design integrity. No alterations may be made, nor shall design elements be added.
◄ Full color
◄ Grayscale dark
◄ Limited color
◄ Grayscale light
◄ Black (single color)
◄ White (single color)
© Saint Agnes School 2018Saint Agnes School Logo Style Guide - Version 1.1 • November 20188
Files
Crest+SA indicates the main logo shield coupled with “Saint Agnes School” text
Structure of the text as related to the shield: H=horizontalV=vertical
Text spacing:w=wide spaceds=short spaced
Text color scheme
Color mode File format
Name Structure
Obtaining Copies of the Logo and Fonts
CrestSA-HwGoldCMYK.eps
CrestSA-VsDkGray.jpg
CrestSA-HwK.jpg
File Type
The file name helps to identify what type of logo file and what version of the logo you are dealing with. Do not change the file names. Some examples:
Computer files (JPG, PNG, GIF, EPS, TIF, AI) are available from the Communications Coordinator in the Advancement Office.
.ai or .eps Adobe Illustrator: Vector/Vector+Raster, can be transparent, usually has no preview image. Source file or print file. CMYK or RGB. Usually requires speciallized software to handle.
.tif Raster, primarily for print, can be transparent. CMYK or RGB.
.jpeg Raster, print or web, no transparency. CMYK or RGB.
.png or .gif Raster, web, can be transparent. RGB only.
Vector Graphics: Mathematically defined, can be any size and detail stays sharp. Usually source files.
Raster Graphics: Pixel-based image, such as a digital photo. At some point, zooming in or expanding size reveals cubic pixels.
◄ Crest + Text, vertical stack, short spaced, dark gray text color (implies grayscale / B&W), jpeg file format
◄ Crest + Text, horizontal, wide spaced text, black text color (single color, implies CMYK unless dictated by file format), jpeg file format
For the sake of clarity, keep files in their original folders to keep print and web files separate.
© Saint Agnes School 2018Saint Agnes School Logo Style Guide - Version 1.1 • November 20189
Athletics
Colors• The school colors are red and white. Navy is included
as an accent color; gray is the fourth option if needed.
• Since red and white are the primary school colors, teams must purchase red and/or white uniforms and utilize navy or gray accents.
• When a team (such as basketball or football) requires both “home” and “away” uniforms, the “away” uniform should be white. The “home” uniform should be red. You can use a navy or grey as an accent color.
• If your team doesn’t have a “home/away” uniform policy, choose a red or white uniform and use navy and grey as accent colors.
• In some cases (softball and baseball), a red uniform with pinstripes is acceptable.
• Any exceptions to this policy must be approved in advance by the Athletic Director or the Communications Coordinator in the Advancement Office.
Wording• When listing the school name, you should refer to the
school as “Saint Agnes”. If only one word will fit, use “Aggies”.
• Do not use the initials SAS to refer to the school.
• Any exceptions to this policy must be approved in advance, by the Athletic Director or the Communications Coordinator in the Advancement Office.
Team Uniforms
© Saint Agnes School 2018Saint Agnes School Logo Style Guide - Version 1.1 • November 201810
Colors• Use the approved fonts in this document for
text in school publications, the website, and other internal and external communication pieces.
• A team uniform vendor can experiment with color combinations and sizing of the numbers and letters to make things as readable as possible.
• Work with your uniform vendor to create insignia that represents your team (golf clubs for golf, basketballs for basketball, etc.).
To reinforce the Saint Agnes School brand identity, the school has selected standard typefaces for use in all promotional and correspondence material. All typefaces are suitable for a variety of communication materials, such as letters, memos and marketing brochures.
Fonts, Logos, & Mascots
Primary Typefaces
Title ◄ Lato light
Sub-Title ◄ Lato bold
Main body copy sans serif ◄ Lato regularCompact copy sans serif ◄ Avenir Next Condensed
Main body copy serif ◄ Goudy Old Style Regular
© Saint Agnes School 2018Saint Agnes School Logo Style Guide - Version 1.1 • November 201811
Imagery is one of the most powerful ways to represent Saint Agnes School’s brand. Whether the main component of a design or a visual accent within the design, take care to ensure that the image incorporates the brand identity.
Images should convey a sense of leadership, camaraderie, victory, and a compelling student life. For publication purposes especially, images should strive to tell a story (using a setting and other items that promote Catholic life, academics, and/or athletics/extra-curriculars). When choosing photography, pay special attention to attire, diversity, co-ed balance, and any other issues to ensure that the school is portrayed positively.
Technically, an original photo file (i.e., an image that has not been cropped or resized) is preferred for quality. The best images have ‘background’ space around all edges, allowing for flexible usage purposes in numerous design contexts.
Photography should feature images of actual students and alumni. All families sign a release form for their child’s image to be legally used for promotional materials. In some cases, families have decided to ‘opt out’ and do not permit the school to use their child’s image for such purposes. Questions regarding releases can be made to the Communications Coordinator in the Advancement Office.
As part of the TADS application, when students [re]-enroll, parents opt to permit the school to use their child’s images for informational and promotional materials.
Photography
© Saint Agnes School 2018Saint Agnes School Logo Style Guide - Version 1.1 • November 201812
Please contact the Communications Coordinator ([email protected]) for a list of preferred apparel vendors. These vendors will have approved logos for use and a copy of this branding guide.
Apparel
Preferred Vendors
Before designing and producing any apparel for any club or organization, request written approval from the Communications Coordinator in the Advancement Office. Please note that spirit wear and athletic shirts will only be approved if they are white, red, navy or gray. Other colors may be approved for certain event and club shirts based on the purpose of the shirts. Each request will be handled on a case by case basis. No black shirts will be approved except on a very limited basis for adult spirit wear. Apparel that incorporates black into the style may be submitted for approval.
Approved Apparel Colors
REDPRIMARY
PMS1795
CMYK01001005
RGB2182533
HEXda1921
NAVYPRIMARY
PMS2955
CMYK10055055
RGB04878
HEX00304e
WHITEPRIMARY
PMSOPAQUE WHITE
CMYK0000
RGB255255255
HEXffffff
PMS colors (red and navy) will be most likely used with vendors to reference color accuracy
© Saint Agnes School 2018Saint Agnes School Logo Style Guide - Version 1.1 • November 201813
School Name• The official full name of the school is Saint
Agnes School. If more than one reference to the school is made, use Saint Agnes.
• “Saint Agnes” is the only correct abbreviation of the school’s name in written form (St. Agnes School or St. Agnes is not approved for written form.)
TaglineThere are two options when printing the school tagline:
1.Forming Catholic Hearts and Minds in Faith, Reason and Virtue
2. Forming Catholic Hearts and Minds
Institutional Information
© Saint Agnes School 2018Saint Agnes School Logo Style Guide - Version 1.1 • November 201813
The stationary design applies to all letterhead, envelopes, business cards, labels, note cards, note pads, etc. If you need a new design for envelopes or odd-sized letterhead, please contact the Communications Manager in the Advancement Office. Electronic letterhead is available for editing and printing on the school’s network.
Stationery
All single-sheet and first-sheet letterhead must follow the design indicated below. Exceptions to the standard format require approval from the Communications Manager in the Advancement Office.
Letterhead and Letter Style
© Saint Agnes School 2018Saint Agnes School Logo Style Guide - Version 1.1 • November 201814