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U2R1 developed RHA's brand book to reinvigorate their brand style and communication.
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The Official Brand and Communications Guide
creatingthe RHA brand...
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Open the doors to each child’s future by creating the
foundation for infinite possibilities. Welcome to RHA,
where boundless growth and a bright future awaits.
Let’s explore our RHA brand together...
Here at RHA, we believe in creating wonder within every child that will lead to a future bursting with success and accomplishment.
That is what we’ve been doing for over 50 years. For all that time, we have been and continue to be among the top Jewish Day School’s in the Greater Toronto Area. We have grown over those years, embracing new technologies and paradigms, even a new name, while still always providing the very best in quality education.
As part of our new brand, we have developed this guide book to help keep the RHA brand consistent and clear. Whether a teacher, staff member, parent or student, this book is here to help you communicate RHA to the world.
Robbins Hebrew Academy...introducing
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What’s inside?
about RHA
our mission, vision & values
our target audience
the RHA difference
our brand promise
accreditations & affiliations
our tone & style
phrases & keywords
fast tipsour logo
our star
our colours
our fonts
our icons
our affiliates
background styles
photography
icon usage
samples
RELATIONSHIPS
our five areas
our letterhead & stationary
our business cards
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building our brand...
communicating our brand...
visualizing our brand...
designing with our brand...
ensuring brand standards...
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Every person, from student to parent to staff, adds to
the RHA experience. We are all brand ambassadors.
It is up to us to make RHA look, sound, and be the best.
These guidelines are our academy’s blueprint, outlining how to apply our reinvigorated brand identity in a consistent and inspiring way. From our values to our visuals, this document gives you all the tools you need to implement our new look and personality into all RHA materials and communications.
in general...As part of RHA, everything you do should embody our brand, from our values to our visuals. This guide will help you understand what we stand for and strive to be. It also gives you our standard brand elements that should be used by all staff and brand ambassadors.
for design....When designing any kind of visual content for RHA, this book should be with you every step of the way. It gives you the do’s and don’ts of our logo usage, as well as a visual structure to use when designing.
for communication....When communicating in any way on behalf of RHA, you should use this guide as a reference for tone and style. In addition to using the keywords and phrases where appropriate, you should ensure that your copy is embodying our overall brand vision and values, communicating consistently to our audience.
How to use this guide...
Now, onto the good stuff...
our RHA brand...building
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Robbins Hebrew Academy (formerly United Synagogue Day School / USDS) offers a learning experience that is unmatched among Toronto Jewish day schools.
We are the first Jewish day school in Ontario to be granted candidate status for national organization, Canadian Accredited Independent Schools (CAIS). We are the largest school in the Schechter Day School Network, the educational arm of the United Synagogue Conservative Judaism, and we are sponsored by four Conservative Synagogues across the GTA.
RHA provides a fully integrated Judaic and General studies program to more than 500 students from Junior Kindergarten through Grade 8 on two campuses.
our history...Robbins Hebrew Academy was founded in 1957 with one overriding goal: to maintain the highest degree of excellence in providing both academic skills for ongoing success and a traditional Jewish education.
We began as the Foundation Day School at the Beth Tzedec Synagogue, becoming the United Synagogue Day School (USDS) soon after. Our school continued to grow as the Jewish community of Toronto expanded north and east. This led to the opening of the Bayview Campus in 1969 in the Beth Tikvah Synagogue, and the Richmond Hill Campus in 1987.
In 2009, we rebranded from USDS to Robbins Hebrew Academy, proudly continuing our tradition of academic excellence and Jewish education.
our RHA brand...
We welcome students and parents into our RHA family, providing
a warm, nurturing environment that focuses on the four C’s:
Creativity, Collaboration, Curiosity and Critical Thinking.
About RHA...
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Our mission...
Through an integrated General and Judaic Studies Program,
students at Robbins Hebrew Academy engage in meaningful
relationships with educators, parents, peers and the community,
as they acquire critical thinking skills to open their minds to:
a future of lifelong Jewish learning
academic excellence
global responsibility
respect for themselves and others
creative and healthy lifestyles
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RHA students are the embodiment of a 21st Century Graduate. They demonstrate specific qualities and relationships that enable them to achieve the “minds for the future” needed for lifelong learning as Jewish students in a global world.
RHA has intertwined a kaleidoscope of real world Jewish themes with interdisciplinary learning opportunities. Children’s ability to think creatively and critically increases as they build relationships with other children, their family, their school and the global community.
At RHA, we promote these meaningful relationships and experiences as building blocks and tools for learning at all levels and in all subjects.
Our vision...
Children’s relationships
are the foundation for
their future learning—
always changing,
always growing in
RHA’s creative and
multi-faceted learning
environment.
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A shared vision for students’ learning—the core value of Derekh Eretz דרך ארץ (Respect)
A solid educational foundation based on research of best practices of teaching and learning
Compassion and integrity—to develop a sense of respect for self, others and property in accordance with the core value of Derekh Eretz (Respect) דרך ארץ
The importance of diversity—Gemilut Hasadim (Acts of loving kindness) גמילות חסדים
Building Conservative Jewish identity
Ahavat Yisrael אהבת י שראל (Love and Connection to the Jewish people)
Connection to the State of Israel
Guiding principles that reflect best practices for effective school planning
A rigorous curriculum personalized to meet individual needs and aspirations
Innovative approaches of inquiry and critical thinking
At RHA, we’re inspiring lifelong values in our students. Why
should we expect any less of our school? Students will
excel through an educational system characterized by:
Innovation through technology
The distinctiveness of a Jewish day school education
Courage to meet every new challenge with traditions that define our community
An immersive Jewish studies program that incorporates the knowledge, language, heritage, rituals and values central to Jewish identity
Children’s relationships are the foundation for the future learning. RHA students will demonstrate specific qualities and relationships that enable them to achieve the “minds for the future” needed for lifelong learning as Jewish students in a global world.
Tikkun Olam תקון עולם (Repairing the World)
Our values...
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Our target audience...
We take pride in being a family at RHA. Every student and parent is
welcomed with open arms to grow together. We seek out young
Jewish families looking for a Jewish Day School in the GTA.
Our families are looking for a school that offers the highest level of education in Jewish and General studies. They place a high value on raising their children to be proud to be Jewish. They are looking for a school that mirrors their values and traditions but also best prepares them to succeed in the greater world.
RHA parents are those for whom “learning how to learn” and applying skills successfully is most important. They expect their kids to be the best that they can be—regardless of what that entails.
RHA parents are those who believe, “It’s nice to be important, but it’s more important to be nice.” Having a Jewish compass and strength of character is equally important to academic & professional success.
secondary target audience...We never want to forget our current parents and students as a key part of RHA. These parents are looking for further reinforcement of the pride they already feel in having chosen RHA for their child’s education.
Existing RHA parents act as brand ambassadors to the communitie and their friends, helping to share RHA with the world. We appreciate their loyalty and look forward to growing with them.
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For parents who want the best education for their children within
a vibrant Jewish community, Robbins Hebrew Academy is quite
simply the only choice.
The RHA difference
RHA offers an engaging innovative curriculum that is always evolving to take advantage of new research in education and new technologies.
Our students love coming to school each and every day—because school at RHA is fun—RHA is where children learn to think critically, engage socially, connect with their Jewish roots and gain the confidence and self esteem they need to become successful in life.
Your Childwill
Thrive
Engaging, Stimulating & Innovative Curriculum
Committed and Trained Teachers & Administration
Lifelong Relationships
& Jewish Values
preparing your child for the future
building kindness, thoughtfulness and menschlichkeit
engaging in your child’s success
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Our brand promise...We promise to always improve and innovate. We promise
to be more than just a place that teaches, but a place where
students learn how to learn. We promise every child will thrive.
RHA’sPromise
Exceptional Academics
Exceptional Teachers & Administration
Exceptional Environment
with continuous improvement and innovationin our curriculum and operations
with a caring and aupportivecommunity that feels like home
with training and commitment to excellence in education
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At RHA, we’re inspiring lifelong values in our students. Why
should we expect any less of our school? Students will
excel through an educational system characterized by:
Accreditations and Affiliations...
Canadian Accredited Independent SchoolsRHA is the only Jewish Day School in Toronto that is a candidate school for CAIS accreditation. As a community of independent schools, CAIS explores and pursues exemplary leadership, training, research and international standards of educational excellence.
The Canadian Association of Independent Schools (CAIS) was established in 1981 as a national network for member schools supporting collaborative initiatives in leadership, education, management and governance.
All CAIS schools meet 11 National Standards and commit to on-going research and professional development.
These standards include:
Vision, Mission, Values and Strategy
Co-Curriculum and Learning Environment
Academic Program
School Leadership
Human Resources
School and Community
Admission Procedures
Governance
Finance
Physical Plant, Health and Safety
Commitment to School Improvement.
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The Critical Thinking ConsortiumThe Critical Thinking Consortium (TC2) is an internationally renowned, non-profit association of education professionals who are committed to promoting critical thinking from primary to post-secondary education through professional development, publications and research. The TC2 model of critical thinking embeds critical thinking into regional school curriculums to make it more accessible to teachers and their students in a broad range of educational contexts.
PEJEThe Partnership for Excellence in Jewish Education (PEJE) believes that day schools are essential for fostering an engaged Jewish people for an enduring future. PEJE is dedicated to impacting the day school field by offering knowledge and resources to foster financial sustainability and affordability.
Schechter Day School Network The Schechter Day School Network is a voluntary association of Jewish day schools spanning 19 states in the U.S. and 2 provinces in Canada. The Network operates under the umbrella of The United Synagogue of Conservative Judaism. The member schools are independent and each has its own board of directors or board of trustees. However, they share an affiliation and identification with the religious philosophy, principles, beliefs and practices of the Conservative movement.
UJA Federation UJA Federation’s mission is to preserve & strengthen the quality of Jewish life in Greater Toronto, Canada, Israel and around the world through philanthropic, volunteer and professional leadership. The UJA Federation vision is to lead the most vibrant Jewish community in North America—a community characterized by its diversity, unity, compassion, generosity and commitment to Israel and Jewish values.
our new brand...visualizing
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Our visual identity...
Our logo...
With a new brand comes a new look. As brand ambassadors,
it is our job to ensure our new visual identity is present in all
our communications. We take pride in the way we look.
The logo is the epicentre of every brand. RHA is no exception.
Our logo should be clear and visible on ALL communications.
From our logo to our colours, our brand has specific requirements that should be followed whenever we communicate visually. This section will give you all the information you’ll need to about our core visual identity.
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We never know where we may need to put our logo. To make sure
we’re prepared for all the possibilities, we’ve created variations.
Full Colour Full Colour Reversed
One Colour
Single Flat Colour
Greyscale
Our logo variations...
This is our go-to standard. In general, we should use this full-colour logo wherever possible.
This option is mostly used in one-colour printing. This should always use our bright blue.
Certain applications, such as screen printing or engraving, may require a solid, single colour version of the logo. This version could be used in black, white, or our bright blue.
This version is also used for a dark background, when the full colour reversed star needs more contrast.
If the logo is to be placed on a medium colored background, we have the option to use the full-colour star with a white text alternative..
This option is different from simply printing the full colour or one colour versions into greyscale. This optimized version should be used instead.
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Our star icon...
There will be times where we want to reinforce our brand beyond
just our logo. Our star icon allows us to do this as background
watermarks or design accents. Our star helps our designs shine!
Our star icon may be used in full colour or monochrome with any of our brand colours. It may also be used with transparency to create watermarks or background designs.
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Originally part of our advertising campaign, these icons have
become part of our core brand. They should be included in most
of our brand promotion design.
Our icons...
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General rules...
There are some things that shouldn’t be done to our logo or our
star in order to keep our brand consistent. PLEASE DO NOT:
We also have some guidelines for our graphic icons. REMEMBER:
Change the text, font or colours (other than the allowed variations).
Disproportionately stretch, distort, flip or rotate. (Exception: Star icon may be rotated.)
Use heavily patterned or coloured backgrounds that make text illegible or blend into the graphics.
They should be monochromatic, using tints of one of our brand colours.
They should keep with the same simple, vector style. Do not be too cartoony or too realistic.
Feel free to change the colours used. However, the Israeli flag should always be shown using a blue.
Feel free to add more icons to reflect our school’s growth, as long as the image upholds our values and vision.
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We have a large colour palette designed to expand. Our brand is
bright; we love colour!
Our colours...
PANTONE 294 C CMYK 100 : 58 : 0 : 21 RGB 0 : 85 : 150 HEX #005596
CMYK 0 : 100 : 0 : 0 RGB 2 : 0 : 140 HEX #EC008B
PANTONE Process Blue C CMYK 100 : 10 : 0 : 10 RGB 0 : 146 : 208 HEX #0092D0
CMYK 0 : 35 : 100 : 0 RGB 252 : 175 : 23 HEX #FBAF17
CMYK 100 : 0 : 0 : 0 RGB 0 : 174 : 239 HEX #00ADEF
PANTONE 390 C CMYK 22 : 0 : 100 : 8 RGB 193 : 205 : 35 HEX #C1CD23
CMYK 60 : 100 : 0 : 0 RGB 129 : 41 : 144 HEX #80298F
CMYK 0 : 100 : 100 : 0 RGB 237 : 28 : 36 HEX #ED1C24
CMYK 58 : 2 : 100 : 8 RGB 121 : 188 : 67 HEX #78BC42
Academic Pink
RHA Dark Blue RHA Bright Blue RHA Green
Creative & Healthy Blue Menschlichkeit Red Growing Green
Jewish Life Yellow Tikkun Olam Purple
secondary colour palette...
logo colour palette
These colours are part of our core brand, as they relate to our academic philosophy elements. They can be used as an organization system or colour-coding. When shown together, as in a stripe, they should always be in the order Pink, Yellow, Purple, Blue, and Red (exclude the green). The Green is used as a major design colour, but not associated with one of the five areas.
These colours are used in RHA’s logo and star. The blues can be used in designs where appropriate; whereas the green is not ideal for design use.
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CMYK 1 : 100 : 70 : 0 RGB 236 : 0 : 68 HEX #C91F47
CMYK 77 : 80 : 9 : 1 RGB 90 : 79 : 148 HEX #574F90
CMYK 66 : 20 : 100 : 4 RGB 101 : 154 : 65 HEX #6C8C42
CMYK 0 : 53 : 100 : 0 RGB 247 : 142 : 30 HEX #DE8D2E
CMYK 0 : 80 : 94 :0 RGB 210 : 91 : 48 HEX #D25B30
CMYK 11 : 100 : 47 : 11 RGB 214 : 0 : 87 HEX #B6205B
CMYK 29 : 99 : 26 : 2 RGB 180 : 35 : 114 HEX #99276F
CMYK 55 : 22 : 0 : 0 RGB 110 : 169 : 219 HEX #81A7D8
CMYK 22 : 0 : 100 : 8 RGB 193 : 205 : 35 HEX #C3CB3C
CMYK 44 : 99 : 0 : 0 RGB 159 : 27 : 150 HEX #852B8B
CMYK 100 : 0 : 65 : 0 RGB 0 : 168 : 135 HEX #27A686
CMYK 2 : 12 : 100 : 0 RGB: 255 : 215 : 0 HEX #F2D632
tertiary colour palette...We use a variety of other colours for our additional icons that we use as part of our designs.
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Text is necessary in any communication. We have set brand fonts
we use to keep our look consistent.
Our fonts...
Avenir 45 BookABCDEFGHIJKLMNOPQRSTUV W X Y Z abcdefghijk lmnopqrstuvwxyz 1234567890 (.,:;?!$&@-*)
Avenir 65ABCDEFGHIJKLMNOPQRSTUV W X Y Z abcdefghi jk lmnopqrstuvwxyz 1234567890 (.,:;?!$&@-*)
Avenir 85 HeavyABCDEFGHIJKLMNOPQRSTUV W X YZ
abcdefghi jk lmnopqrstuvwxyz 1234567890 (.,:;?!$&@-*)
Our main font is Avenir, a wonderfully versatile sans-serif. We use Avenir 45 Book for most normal text elements in a design. Avenir 85 Heavy is perfect for big, pull-out headlines or highlight words. Avoid using Heavy for full sentences though, as it can be hard to read. Remember to add some letter-spacing! Avenir 65 is a good middle option if Book is too thin to read easily, especially when using white on a colour.
our main font...
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Marketing ScriptABCDEFGHIJKLMNOPQRSTUVWXYZ abcd e f gh i j k lmnopq r s t u vwxyz 1234567890 (.,:;?!$&@-*)
CalibriA B C DEF GHI JKL MNOP Q R S T U V W X Y Z
abcdefghijk lmnopqrstuv w x yz 1234567890 (.,:;?!$&@-*)
TahomaABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijk lmnopqrstuvwxyz 1234567890 (.,:;?!$&@-*)
As a design flair, we use Marketing Script, the perfect clean script to compliment our sans-serif. This font should really only be used sparingly as an accent, as shown with our ‘creating wonder’ campaign. Remember to always take down the letter-spacing at least -25 to ensure the letters flow.
For a document and web-safe alternative to our design fonts, we have chosen a few fonts that can be used. If you don’t have one on the list, you can go down to the next available. Don’t have either of these? You can try Arial or Verdana.
document and web-safe fonts...
our accent font...
with our brand...designing
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Our design style...
Remember our affiliates...
Our new look spreads easily to all mediums, making our brand
look fantastic. We want to ensure our style remains recognizable
and unique, but never boring. Our designs need to grow while
keeping the RHA style.
In any major design piece, we need to ensure we include the logos
of our key affiliates and associations. These are:
This section will break down the basic elements of RHA’s design for use in advertisements, banners, and other visuals. It is very important to use the examples provided as your working template. If it looks like it matches, you’re good!
We should ensure these logos are large enough to read properly. We recommend keeping them in the order shown above.
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The right backdrop sets the style in any design. We have a few
different backgrounds that we use in our designs.
Background styles...
When designing a cover, poster, or banner, we like to have a bold background while ensuring the graphics and text are not overwhelmed. Our blue on blue rays are perfect for this type of design.
blue on blue rays...
In general, the background gradient and the rays should be flowing out from the main figure or text.
Sometimes on smaller pieces, it makes sense for the rays to balance out the main figure from the opposite side.
Always ensure that your text is dark or light enough to be read when printed. We often use subtle drop shadows on our text to help with visibility.
As blue is generally our main brand colour, using other brand colours for backgrounds should be avoided. Exceptions may be if the design is part of a series using secondary colours.
Use tints of RHA’s Bright Blue
Solid piece: radial gradient starting at 15% going to 45%, with the gradient mark at 30%
Rays: radial gradient starting at 20% going to 30%, with the gradient mark at 60%
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There may be times where we want to use our rays on white to give emphasis to the main figure. This is great when we have a lot of body copy to work with as well.
Sometimes we like to have a more solid block of colour to anchor a design. This usually uses our Growing Green or RHA Bright Blue.
blue on white rays...
solid rays...
The rays on these solid blocks usually balance the main figure of a design by being on the opposite side.
Use tints of RHA’s Bright Blue
Rays: radial gradient starting at 25% going to 10%, with the gradient mark at 40%
Use a tint of the solid colour in the background
Rays: 85% solid tint
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A picture certainly does say a thousand words, which is why it’s
important for RHA to have the right pictures. Our photos should
be bright, professional, and showcase our smiling students.
Photography...
Student should be wearing fun, yet appropriate clothing. All boys should wear kippahs.
Students and backgrounds should be well-lit to ensure easy isolation and bright colours.
Although sometimes direct looks may be needed, in general we prefer the student to look up and to the side in order to draw the eye to the content of the design.
We love to show off our amazing students by including them in most of our designs. To do this easily, we use students photographed on a white background. With the background removed, these students can be used to frame text, adding emphasis and leading the viewer’s eye with their line-of-sight.
isolated students...
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We also love to show off our school and our students in action. These types of photographs are perfect for use in brochures, newsletters, and on our website.
action shots...
Photos should be shot professionally and be well-lit with bright colours.
Photos should be crisp and clear, with well-thought out composition.
Students, teachers, or parents should all look engaged with each other or their activities.
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We want to use our icons to add colour and movement to our
designs. Our icons help us to make a bright statement.
Icon usage...
Icons should flow together through the colour spectrum (from warm to cold), leading the viewer around the composition.
In general, icons should all have two circles of the same colour framing them, an inner solid one (85% tint) and an outer dashed one (50%).
Icons should have a subtle drop shadow that sits only slightly to the right and bottom. Opacity varies depending on the background, but it should stand out without being overpowering.
Sizes of icons should vary slightly to add depth and movement.
Add in some small, flat letters, numbers, and symbols to fill in empty spaces and add to the movement.
www.rhacademy.cawww.rhacademy.ca
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Now that you’ve got all the basic guidelines, we’ll give you a few
examples to use as reference. Remember to have fun and make
RHA’s brand stand out.
Sample designs...
brand standards...ensuring
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Our extended brand...
As part of our brand, we’ve developed standard pieces to use for
regular communications. These standards help us ensure our
brand looks consistent.
This section will showcase the various standard designs we use for communication. As brand ambassadors, we should always use these pieces where applicable and keep within the given templates.
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Our RELATIONSHIPS graphic
visualizes RHA’s brand vision.
When used on its own, it
should be shown as it is here.
RELATIONSHIPS...
RHA relationshipslast a lifetime!
RHA’s A
cademic Philosophy...
Do not change the text or colours.
Do not stretch or squish.
Do not place this graphic on a dark or medium coloured background.
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RHA’s A
cademic Philosophy...
creating wonder
AcademicExcellence
Jewish Life
Tikkun Olam
Creative & Healthy Lifestyles
Menschlichkeit
Our Academic Philosophy consists our five areas of education.
We’ve visualized this by using five icons as shown below. The
same rules apply to this graphic as to the RELATIONSHIPS.
Our five areas...
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Our letterhead...
We often need to communicate with current or future parents,
as well as other outside parties on behalf of RHA. We should be
sure to use our official letterhead as shown below.
Claire Sumerlus
Head of School
Administration Offices
1700 Bathurst Street
Toronto, ON M5P 3K3
T 416.224.8737
F 416.225.9108
Bathurst Campus
1700 Bathurst Street
Toronto, ON M5P 3K3
T 416.781.5658
F 416.787.9632
Bayview Campus
3080 Bayview Avenue
Toronto, ON M2N 5L3
T 416.225.1143
F 416.225.0659
engaging our students beyond their own imaginations...
MEMBER OF SOLOMON SCHEvCHTER DAY SCHOOL ASSOCIATION,UNITED SYNAGOGUE OF CONSERVATIVE JUDAISM
UJA FEDERATION PROVIDES FUNDING FOR JEWISH EDUCATION AT ROBBINS HEBREW ACADEMY.
Dear Calibri,
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras tellus ligula, elementum ac auctor
vitae, tempus eu diam. Morbi nibh turpis, posuere a pellentesque vel, pulvinar vitae neque.
Vestibulum faucibus eros ut risus tincidunt ullamcorper. Pellentesque eget sagittis nibh. Vivamus
et elit nec tellus accumsan rutrum. Suspendisse potenti. Vivamus euismod tincidunt risus ac
mollis. Vivamus vitae purus mauris, at hendrerit tellus. Quisque tristique imperdiet massa, id
dignissim nulla bibendum non. Integer dapibus viverra laoreet.
Integer pellentesque tellus quis velit tempus porta. Nulla facilisi. Praesent id odio eu massa cursus
pellentesque et nec arcu. Etiam sagittis enim et sem hendrerit eu varius massa ornare. Aenean
dapibus velit non nunc euismod semper. Cum sociis natoque penatibus et magnis dis parturient
montes, nascetur ridiculus mus. Mauris eu blandit risus. In vitae diam purus. Aliquam id lorem sit
amet massa mattis dignissim. Donec eu risus vitae tortor ornare tempus. Aliquam elementum
elementum mauris sed rhoncus. Vestibulum iaculis dapibus metus at pulvinar. Suspendisse
potenti. Integer eget rhoncus mi. Etiam rutrum fringilla dui sit amet scelerisque.
Nam ullamcorper cursus risus quis malesuada. Phasellus sed elit eget arcu pharetra sagittis ac ut
tellus. Nulla facilisi. Phasellus eget odio nunc. Nulla diam nunc, semper non faucibus in, facilisis a
dui. Nam tincidunt lectus porta purus egestas dapibus. Donec tincidunt felis eu lectus eleifend
bibendum. Curabitur egestas magna sed ante gravida eget aliquet velit consectetur. Integer ac elit
at libero pellentesque hendrerit. Nunc at massa et quam fringilla ultrices eget et turpis.
Sincerely,
Claire Sumerlus
Head of School
www.rhacademy.ca
�’�
39
Sometimes we simply need to send out memos or quick notes
internally to staff or externally to current parents. For these we
can use our official memo letterhead as shown below.
Our memos...
NEWS YOU CAN USE
Administration OfficesT 416.224.8737
F 416.225.9108
www.rhacademy.ca
To:
Re:
From:Date:
Dear Calibri,
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras tellus ligula, elementum ac auctor vitae, tempus eu
diam. Morbi nibh turpis, posuere a pellentesque vel, pulvinar vitae neque. Vestibulum faucibus eros ut risus tincid-
unt ullamcorper. Pellentesque eget sagittis nibh. Vivamus et elit nec tellus accumsan rutrum. Suspendisse potenti.
Vivamus euismod tincidunt risus ac mollis. Vivamus vitae purus mauris, at hendrerit tellus. Quisque tristique imper-
diet massa, id dignissim nulla bibendum non. Integer dapibus viverra laoreet.Integer pellentesque tellus quis velit tempus porta. Nulla facilisi. Praesent id odio eu massa cursus pellentesque et
nec arcu. Etiam sagittis enim et sem hendrerit eu varius massa ornare. Aenean dapibus velit non nunc euismod
semper. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Mauris eu blandit
risus. In vitae diam purus. Aliquam id lorem sit amet massa mattis dignissim. Donec eu risus vitae tortor ornare
tempus. Aliquam elementum elementum mauris sed rhoncus. Vestibulum iaculis dapibus metus at pulvinar.
Suspendisse potenti. Integer eget rhoncus mi. Etiam rutrum fringilla dui sit amet scelerisque.Nam ullamcorper cursus risus quis malesuada. Phasellus sed elit eget arcu pharetra sagittis ac ut tellus. Nulla facilisi.
Phasellus eget odio nunc. Nulla diam nunc, semper non faucibus in, facilisis a dui. Nam tincidunt lectus porta purus
egestas dapibus. Donec tincidunt felis eu lectus eleifend bibendum. Curabitur egestas magna sed ante gravida eget
aliquet velit consectetur. Integer ac elit at libero pellentesque hendrerit. Nunc at massa et quam fringilla ultrices
eget et turpis.
Sincerely,
Claire SumerlusHead of School
engaging our students beyond their own imaginations...
IMPORTANT INFORMATION
TIME SENSITIVE
RESPONSE REQUIRED
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Our envelopes...
Mail should be clearly recognizable as coming from RHA and we
want to make it easy for people to send items back to us. That is
why we have branded mailing and return envelopes.
1700 Bathurst StreetToronto, ON M5P 3K3
Administration Offices
1700 Bathurst Street
Toronto, ON M5P 3K3
mailing envelopes...
return envelopes...
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Business cards make a lasting impression. Our business cards
should always follow the template below with unique backs.
Our business cards...
front template...
back examples...
Claire SumerlusHead of School
Administration O�ces1700 Bathurst StreetToronto, ON M5P 3K3www.rhacademy.ca
O: 416.224.8737 ext.125C: 647.966.5913F: [email protected]
www.rhacademy.ca
www.rhacademy.ca
Mindy Applebaum, MBADirector of Marketing & Communications
Administration O�ces1700 Bathurst StreetToronto, ON M5P 3K3www.rhacademy.ca
O: 416.224.8737 ext.123C: 416.937.0499F: [email protected]
www.rhacademy.ca
to the world...communicating
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The way we speak...
Our brand extends past visuals; it includes the way we speak and
write. We want to make sure we sound as good as we look!
This section will give a basic understanding of the way RHA’s brand should sound. We should ensure to folllow these basic guidelines anytime we communicate.
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Our tone & style...
The way we speak and communicate to our parents and students
is key to what we stand for and the values we embody. We should
always be fun, caring, engaging, and nurturing.
We understand that at a young age, when a child goes to school, both parents and students need to feel nurtured and loved. With this in mind, we always communicate with kindness and understanding. Our tone is welcoming, fun, upbeat and intellectual. We never talk down to our students or parents, and always allow a space for communication and compassion.
When we write our marketing materials, we refer to our school as a family and community that each child becomes a part of. We focus on the key elements that highlight our school’s success and keep our communications succinct and on brand.
Our values are the background and embodiment of everything we do and say, therefore whether communicating in person or in writing, we ensure that the transparency of our values shines through our words.
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Words are powerful… Here are some phrases and key words
that fit Robbins Hebrew Academy:
Our words...
Infinite Potential
21st century learning
Critical thinking
Community
Modern
Day School
Technology
Engaging beyond imaginations
Connecting to our roots
Nurturing creativity & health
Encouraging innovation
Inspiring lifelong values
Building relationships
Growing into the future
Growing
Engaging
Connecting
Encouraging
Innovating
Nurturing
brand phrases... active verbs...
other key words...
We love active verbs because they are powerful and motivating. Feel free to add to this list!
We’ve incorpoated some key phrases that fit with our five areas and our overall brand.
There are so many words that can describe RHA; it is hard to come up with a definitive list. Here are some key words for you to consider when writing or speaking about RHA.
IInspiring
Building
Collaborating
Thinking
Expanding
Developing
Multi-faceted learning environment
Lifelong Values
Global Citizens
Relationships
Creative Minds
Active Hearts
Menschlichkeit
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Now you have all the tools you need to clearly communicate
RHA’s brand with words and visuals. For quick reference, here
are some fast tips:
Fast tips...
Do you sound welcoming and friendly?
We want our students and parents to feel at home with RHA. Our tone should be personable and friendly, with active verbs. We should use ‘we’ and ‘you’, speaking directly to parents and including them in our family.
Are you using the correct logo, fonts, and colours?
We want to ensure consistency with our designs. Always use the approved fonts and colours as described in this guide. Use the sample designs for font references. Don’t forget to add our affiliate logos where appropriate.
Does your design have lots of bright colours and movement?
As you can see from our sample designs, we love to use bright colours. However, we also need to ensure the colours are not overpowering or messy. Using the colour flow as explained in the ‘designing’ section will help.
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Does your design look clean and structured, with a good typographical hierarchy?
Our look may have bright colours, but it is also clean and open. We want to ensure the same professional look is used in all our new ads and visuals. Don’t overload the design with text or unnecessary graphics/photos. Keep it simple and to the point.
Overall, does it look and sound like RHA?
If you’re keeping within the guidelines set out here, you should be fine. Does it show off our brand and personality? Does it communicate clearly? Would it make you want to come to RHA? If so, good job!
www.rhacademy.ca
Bayview Campus: 3080 Bayview Avenue Toronto, ON M2N 5L3 P: 416.225.1143 F: 416.225.0659
Bathurst Campus: 1700 Bathurst Street
Toronto, ON M5P 3K3 P: 416.781.5658 F: 416.787.9632
