Lipscomb AcademyVisual Identity & Communication Standards Guide

Prepared by Lipscomb Academy Admissions & Marketing

July, 2012

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All communication impacts the image and reputation of Lipscomb Academy to some degree. Therefore, we are intensely invested in guarding our visual identity to ensure consistency, good taste and professionalism in expressing our character and values.

Consistency in logo placement, logo use, language, font and imagery work together to create a strong brand identity. When one department or individual decides to “tweak” the brand identity by adding to it or adjusting it even slightly, this weakens our overall communication potential as well as the communication potential of our individual users.

Thank you for your diligence in this very important aspect of our academy life.

Use of these standards is not optional.

These standards have been developed to ensure consistent and quality communication. Keep these simple rules in mind:

• There may be uses of any of these logos in which exceptions need to be made to accommodate a unique set of circumstances. To get these approved, simply go through the admissions and marketing department.

• All public communication materials that represent and are paid for by Lipscomb Academy must be reviewed by admissions and marketing prior to production with at least a three-day turnaround time to complete that review. Most will be done much more quickly. (This does not include materials produced for classroom purposes or internal processes, but is primarily aimed at any communication that is used publicly to represent the academy, on or off campus.)

• Misuse of these standards—or failure to submit material for review—could lead to the need to redesign and/or reproduce completed work, at the host department’s expense. This applies even if redoing the work will cause a deadline to be missed, so work this review process into your project schedule, not as an afterthought.

Introduction

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The Lipscomb Academy “style.”

Visual identity standards also include writing standards to maintain consistency in how the academy expresses itself in print. While there are several good choices available, our standard is the Associated Press Stylebook. A copy is available in the admissions and marketing department. Some of the more often-used style issues are attached to this guide in Appendix A: The Lipscomb Academy Style.

General comments on the use of logos

1. All communication materials created for academic or institutional use will use the institutional logo.

2. It is recommended that communication materials created for athletic purposes use the athletic logo. The institutional logo may be used in place of the athletic logo.

3. However, it will be a rare occasion when BOTH are used together. If the material is primarily athletic in purpose, the athletic logo should be used. If the material is primarily institutional, the institutional logo should be used. If you are not sure, just ask admissions/marketing.

4. Again, guidelines are written to accommodate MOST situations. If you have a need that appears to violate these guidelines, consult with admissions/marketing prior to producing any materials.

5. How to obtain logos: Print-ready and Web versions of the academy’s logo are available upon request from admissions/marketing. The office will address questions regarding placement of academy logos or approvals of usage in a timely fashion.

Official stationery:

Existing academy stationery items such as letterhead, business cards, notecards and similar items can be ordered directly through: my.lipscomb.edu>employee>on-demand printing>imprintnet. It only takes a few minutes to fill in individual information, review the design and order the desired quantity. Delivery is typically three days or less. To have a new item template created, contact admissions/marketing. NOTE: These are approved stationery designs. You cannot change them in any way or use a different design.

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As each of us tells Lipscomb Academy’s “brand” story, here is some information helpful to the consistent telling of that story. Research has shown us that of all the things we can say about the academy—and there are many—this is our best story:

At Lipscomb Academy, we foster education that lies in the “balance.”

Where rigorous study is balanced by joyful inquiry.

Where self-exploration is expressed in service to others.

Where competition is balanced by nurturing those with whom we compete.

Where spiritual growth is balanced by acts of faith.

We believe successful education is grounded not just in higher ideas, but also in a higher power.

We believe. And we believe a successful life is one that lies in that balance.

The academy’s personality is expressed in three major areas: intellectual, spiritual, and emotional. As you develop communication materials and tell our story in our many community groups, here is a helpful messaging matrix that defines our personality in each of these three areas:

How we tell our story

Intellectual Spiritual Emotional Competitive Giving Unpretentious Focused Servant-like Caring Engaged Sensitive Friendly Inquiring Open Welcoming Studious Receptive Comfortable Curious Joyful Nurturing Pragmatic Balanced Approachable Multi-faceted Forgiving Reliable Adaptable Gracious Centered

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All academy entities must use a Lipscomb Academy logo on all communication materials. In most cases, this will be the institutional logo.

Using the logo in a consistent manner across all applications helps to both establish and reinforce immediate recognition of the academy brand. The provided artwork must be used at all times. NO SUBSTITUTIONS ARE ACCEPTABLE.

Logo structure

The institutional logo consists of the “flame and cross” icon and word mark text as one entity. These may not be manipulated or separated in any way.

The logo must always appear in its original typeface. The type cannot be changed or manipulated in any way.

When to use the institutional logo

Icon Word Mark

Logo

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Clear space

To ensure the legibility of the branding artwork, it must be surrounded with at least a “shield height” of clear space. This protects the logo from competing elements such as photography or text that may detract attention and lessen the overall impact.

Sizing

To maintain the integrity, legibility and impact of the approved logos, they should not be used any smaller than 1.5 inches wide, unless there is an exception made. Never reproduce any logo smaller than 1.5 inches in width. There is no maximum size limit, but use discretion when sizing the logo. It should never be the most dominant element on the page, but should live comfortably and clearly as an identifying mark.

Proportions

The logo proportion, that is, height versus width, cannot be changed. It must be sized up and down proportionately and cannot be “stretched” or “squeezed” to fit a space (see page 9). The Lipscomb Academy wordmark should be equal to four widths of the shield.

How to use the institutional logo

Clear Space

1.5 inches wide

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Color palette

The Lipscomb Academy palette is made of Lipscomb Purple and Lipscomb Gold. These colors speak to the heritage of Lipscomb and should be represented in all design and communications.

Logo colors

The preferred use of our logo is in three colors. However, one color options are available to allow more flexibility when using it in a variety of layouts and different color situations. Use colors from the official Lipscomb Academy palette. Never use multiple secondary colors within one logo.

Lipscomb Academy Colors Purple Black

Gold Grey

PMS 2695 C

C92 M100 Y35 K31

R51 G30 B84

HEX #331E54

C75 M68 Y97 K90

R51 G30 B84

HEX #331E54

PMS 130 C

C4 M36 Y100 K0

R244 G170 B0

HEX #F4AA00

C0 M0 Y0 K50

R148 G149 B152

HEX #949598

3-color

One-color

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A consistently applied typographic system supports the brand system, imparting a cohesive and familiar tone to communications. All materials produced by Lipscomb Academy should use a consistent set of typefaces: Adobe Caslon or ITC Franklin Gothic Standard.

Colors

A consistent color palette in the logos, used across the visual expression of the brand, unifies all communications.

Typography Adobe Caslon ProAdobe Caslon Pro BoldAdobe Caslon Pro SemiboldAdobe Caslon Pro RegularAdobe Caslon Pro Bold ItalicAdobe Caslon Pro Semibold ItalicAdobe Caslon Pro Italic

ITC Franklin Gothic STDITC Franklin Gothic STD HeavyITC Franklin Gothic STD DemiITC Franklin Gothic STD Medium

ITC Franklin Gothic STD BookITC Franklin Gothic STD Book Condensed

ITC Franklin Gothic STD Heavy ItalicITC Franklin Gothic STD Demi Italic

ITC Franklin Gothic STD Medium Italic

ITC Franklin Gothic STD Book Italic

ITC Franklin Gothic STD Book Condensed Italic

Purple Black

Gold Grey

PMS 2695 C

C92 M100 Y35 K31

R51 G30 B84

HEX #331E54

C75 M68 Y97 K90

R51 G30 B84

HEX #331E54

PMS 130 C

C4 M36 Y100 K0

R244 G170 B0

HEX #F4AA00

C0 M0 Y0 K50

R148 G149 B152

HEX #949598

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To maintain consistency across the brand, school-specific graphic treatments have been created. Use these “lockups” (the logo plus a name) when promoting a single school or campus.

Lockups

High School

Middle School

Elementary School

Stephens Campus

Brewer Campus

Schools Campuses

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Consistency is key to maintaining strong brand integrity. Never attempt to recreate the logo or lockup.

Examples below illustrate a wide range of incorrect uses, but are not intended to be a complete list.

Improper Usage

Do not break apart elements of logos.

Do not add stylings or effects to logos (drop shadow, bevel & emboss).

Do not enclose logos in shapes.

Do not use DLCS logos.

Do not use the stacked logo. (this version is reserved for uniform embroidery).

Do not apply unapproved color combinations.

Do not use an interlocking LA.

Do not alter the shape or rotate logos.

Do not apply an outline stroke to the logo.

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When to use the athletic logo

When the logo will be used on objects or materials whose use is largely athletic, there are two athletic logos that must appear, rather than using the institutional logo: the nested “LA” and the running mustang.

Athletics

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Primary Logo

The nested “LA”

The nested “LA” is the primary mark of Lipscomb Academy athletics and the preferred athletic logo.

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Secondary Logo

The running mustang

The running mustang is the secondary logo of Lipscomb Academy athletics. This inclusion of the mustang is the only acceptable combination of the nested “LA” and the mascot.

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Mustang

The mascot

Occasionally there is a need for the mustang silhouette. It should not be used in isolation. The Lipscomb Academy athletics brand should already be established in the environment if the mustang appears sans the nested “LA”.

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The academy’s style conventions default to the Associated Press Stylebook. Here is a collection of “most frequently violated” style issues:

Academic degrees.

• If mention of degrees is necessary to establish someone’s credentials, the preferred form is to avoid an abbreviation: John Jones, who has a doctorate in psychology. Note that “doctorate” and the major are lower case.

• Use such abbreviations as B.A., M.A., LL.D. and Ph.D. only when the need to identify individuals by degree on first reference would make the preferred form cumbersome. Use these abbreviations—capitalized and with periods as shown—only after a full name and never after just a last name.

• When used after a name, an academic abbreviation is set off by commas: John Sample person, Ph.D., spoke first.

• Do not precede a name with a courtesy title for an academic degree and then follow it with the abbreviation: Do not do, Dr. Pam Jones, Ph.D. It is correctly, Pam Jones, Ph.D. On second mention, use the last name only with no courtesy title.

Academic departments within the academy.

• Use lower case except for words that are proper nouns or adjectives: the athletics department, the admission/marketing department, the department of English, and the English department.

• Capitalize if used as the official and formal name: Lipscomb Academy Department of Athletics.

• Lower case modifiers such as department in “department Chairman John Sampleperson.”

Lipscomb Academy

• The initials “LA” should never be used in print to refer to the campus school. The only exception is the occasional use of LA Mustangs and only when used with “Mustangs.”

• Use the academy’s full name in first reference in a piece, but in following references it is fine to use either “at Lipscomb” or “at the academy.” Academy is always lower case when used without “Lipscomb” preceding it.

• “Lipscomb Academy” refers to all preK-12 entities. When referring to the high school, middle school or elementary school, these entities are capitalized only with “Lipscomb Academy” in front of it. For example, Jane attends Lipscomb Academy Elementary School. “ BUT “Jane really enjoys her teachers at the elementary school.”

Miscellaneous.

Fundraising is one word.

Numbers.

• Spell out numbers one through nine. Use numerals for numbers from 10 and up.

• Spell out a numeral at the beginning of a sentence or rewrite the sentence to avoid using the numeral as the first word.

Appendix A: Lipscomb Stylebook

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• Spell out casual expressions: A thousand times no! Thanks a million. He walked a quarter of a mile.

Punctuation with quotation marks.

• Commas and periods always go within the quotation marks.

• The dash, semicolon, question mark and exclamation point go within the quotation when they apply to the quoted material only. They go outside when they apply to the whole sentence.

Seasons.

• Lowercase spring, summer, fall, winter and derivatives such as springtime unless it is part of a formal name such as: Winter Olympics.

Space between sentences.

• Only one space should be used after a period at the end of a sentence in print and in digital copy. This is an exception to most academic style manuals.

State abbreviations.

• Standing alone in textual material, spell out the names of states: Lipscomb University is in Tennessee.

• Use traditional state abbreviations when city and state are mentioned in textual material: The university is located in Nashville, Tenn., the state’s capitol. (A list of traditional abbreviations for all the states can be found in Associated Press Stylebook.)

• Generally, states of five letters or fewer and those not in the contiguous United States are not abbreviated in textual material: Texas, Utah, Alaska, Hawaii, etc.

• In full addresses with street, P.O. Box, city and state, use the two-letter postal abbreviations, both letters capitalized with no period. The two-letter abbreviations are only used in full mailing addresses.

• The official mailing address for Lipscomb Academy (all three schools) is 3901 Granny White Pike, Nashville, TN 37204-3951.

Time of day.

• Use numerals except for noon and midnight.

• Lower case and use periods with: a.m. and p.m. Do not put spaces in the abbreviation.

• Avoid redundancies such as 10 a.m. this morning (10 a.m. today or just 10 a.m.)

• Time zones are all caps, no periods: CST, CDT, etc.

Titles.

• Titles are capitalized only when they precede the name of the individual: “President L. Randolph Lowry:” BUT “L. Randolph Lowry is president of the university.” (The only exception is when you use “President” alone and are referring to the President of the United States.)

• “Dr.” is used as a title for medical doctors only. Ph.D. individuals should be referenced as Mr./Mrs./Ms./Miss after having been identified as a Ph.D. on first reference.

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Web conventions.

• Internet is capitalized.

• E-mail is one word, lower case and hyphenated, as well as e-commerce and e-business.

• Web, Web page, Web feed, World Wide Web with “Web” capitalized. However, website, webcam, webcast and webmaster are lower case.

• If an Internet address falls at the end of a sentence, use a period.

• URL is capitalized, no periods.

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Contact Information

Mike HammondHeadmaster

615.966.6355 mike.hammond@lipscomb.edu

Ryan RollerAssociate Headmaster, Admissions and Marketing

615.966.5069 ryan.roller@lipscomb.edu

Kristen BoatmanDirector of Communication and Public Relations

615.966.5293 kristen.boatman@lipscomb.edu