VISUAL IDENTITY GUIDELINES

VISUAL IDENTITY GUIDELINES

TABLE OF CONTENTS INTRODUCTION Using the Guidelines 1 LOGOS The Principia Seal School Wordmark School Shield Athletics Mark Athletics Branding 2 3 4 5 6 7 SOCIAL MEDIA Social Media Overview Identity for Social Media 8 9 10 COLOR Principia School Colors Neutrals and Secondary Palette 11 12 13 TYPOGRAPHY Typography Overview Typography Hierarchy PHOTOGRAPHY Photography Snapshot IDENTITY MATERIALS Personal Note Cards Letterhead Business Cards 14 15 16 17 18 19 20 21 22 ONLINE RESOURCES To download logos, PowerPoint files, templates, digital letterhead, and other assets, select Marketing under Offices on PrinWeb. To initiate a marketing job, fill out a Marketing and Communications Request Form. WHEAT GRAPHIC Wheat Graphic Overview Framing Moments Framing Headlines 23 24 25 26

USING THE GUIDELINES Visual Identity Guide Overview A core part of an organization s brand is its visual identity. Our name and logos are important assets that are recognized around the world. This branding guide is designed to help everyone at Principia School present our visual identity in a consistent way across all communications. Utilizing the visual identity standards provided in this guide will help accomplish three key objectives: Enable academic units and administrative departments to communicate cohesively and consistently to a diverse range of audiences Differentiate Principia School in a consistent and effective manner Reinforce Principia School s brand, which, in turn, will support the institution s growth and strategic objectives COMMUNICATIONS AND PUBLIC RELATIONS Laurel Walters Marketing and Communications Director laurel.walters@principia.edu Ext. 3560 NEW MARKETING PROJECTS Kathy Coyne Associate Marketing Director kathy.coyne@principia.edu Ext. 3150 DESIGN, PHOTOGRAPHY, AND VIDEO PRODUCTION Ben Schaberg Creative Director ben.schaberg@principia.edu Ext. 3306 EDITORIAL Trudy Palmer Editorial Director trudy.palmer@principia.edu Ext. 3157 DIGITAL Jonathan Hosmer Web Director jonathan.hosmer@principia.edu Ext. 5130 GENERAL PROJECT AND PROCEDURAL QUESTIONS Kristin Manker Marketing Coordinator kristin.manker@principia.edu Ext. 3517 1

LOGOS Principia School s visual identity marks are vitally important to our brand. These marks act as a signature, an identifier, and a stamp of quality and recognition. They are, and always should be, the most consistent component in our communications. By reviewing and adhering to these guidelines, you will help support this vital consistency and brand awareness. 2

THE PRINCIPIA SEAL The Principia seal consists of a sheaf of wheat, the institution s wordmark, the year Principia was established, and our motto, As the sowing, the reaping. The seal is the corporate mark of Principia and should be used only for formal occasions such as graduation announcements and other official documents. The seal can appear only in the colors shown here. 0.25 inch Exclusion Zone 0.25 inch Exclusion Zone 0.25 inch Exclusion Zone 1.25 INCHES DEFAULT HEIGHT 0.25 inch Exclusion Zone PMS 872 PMS 295 BLACK REVERSE MINIMUM HEIGHT 0.875 INCHES MINIMUM HEIGHT In some instances, the seal height may be reduced, but it should never be smaller than 0.875 inches, to preserve legibility. If working within a smaller visual space, use the appropriate wordmark in place of the seal. 3

PRINCIPIA SCHOOL WORDMARK A wordmark is a stylized treatment of an institution s name. The word the is not part of the School s name, as evidenced by this wordmark. The wordmark uses a special typeface that cannot be replicated, so the correct artwork must always be used and should appear only in the colors below. SCHOOL WORDMARK + SEAL The School wordmark and seal can be paired on official documents such as letterhead and business cards or on ceremonial items such as commencement invitations. 4

PRINCIPIA SCHOOL SHIELD The School shield is the School s identity mark to be used for all occasions except formal ones (diplomas, graduation announcements, etc.) and those related to athletics. Whenever possible, the shield should be paired with the School wordmark. SCHOOL SHIELD The School shield consists of the institutional wheat that represents our motto, As the sowing, the reaping, and our institutional colors, gold and blue, which stand for purity and courage. When used with the shield, the School wordmark should only appear in navy or in white if a reverse color is needed. 5

PRINCIPIA SCHOOL ATHLETICS MARK The School Athletics P is the official mark of Principia School Athletics and should be used exclusively by the School Athletics Department. PRINCIPIA SCHOOL ATHLETICS P The School P consists of a stand-alone letterform with navy outline and gold fill. This mark cannot be replicated with any standard font and must be reproduced using the artwork found on the Logo Standards page on the Marketing website. STANDARD OPTION REVERSE OPTION ON NAVY 6

PRINCIPIA SCHOOL ATHLETICS BRANDING The Panther is Principia s mascot. The official graphic representations of the Principia Panther and Panther Paw were adopted and approved in November 2012. This art cannot be altered, tweaked, or changed in any way. PANTHER MARKS STANDARD PANTHER HEAD ONE-COLOR PANTHER HEAD REVERSE ONE-COLOR PANTHER HEAD STANDARD PANTHER PAW (Use in these colors only.) ATHLETICS WORDMARKS SCHOOL ATHLETICS TYPOGRAPHY Principia uses two standard typefaces for athletics: Freshman and Nevis. Please contact the Marketing Department, or have your vendor work directly with the Marketing Department, to get these font files. FRESHMAN NEVIS BOLD 7

SOCIAL MEDIA Our audiences may encounter Principia digitally through our website or social media long before they experience Principia in person. To translate our brand thoughtfully for digital communications, it s important to keep in mind how our audience digests digital content and how it appears on screen. 8

SOCIAL MEDIA OVERVIEW Many of our audiences communicate primarily through one of the four main social media channels. Below are high-level practices to keep in mind so that appropriate content is crafted in the right manner for each channel. CHANNEL TWITTER FACEBOOK INSTAGRAM LINKEDIN HOW TO USE Share live-event updates, engage one on one with the community, and seek out and engage in brandrelated conversations. Share news, milestone updates, or photos and videos that show campus life and events. Post visually striking inthe-moment photos and videos that communicate a sense of brand personality. Post job opportunities and industry thought leadership, and publish news about the institution itself. CORE USER DEMOGRAPHIC MILLENNIALS GEN Z BOOMERS GEN X MILLENNIALS GEN Z BOOMERS GEN X MILLENNIALS MILLENNIALS GEN Z COPY APPROACH CASUAL FORMAL CASUAL FORMAL CASUAL FORMAL CASUAL FORMAL IMAGE PRODUCTION VALUE CASUAL FORMAL CASUAL FORMAL CASUAL FORMAL CASUAL FORMAL 9

IDENTITY FOR SOCIAL MEDIA Principia School runs active channels on Facebook, Instagram, Twitter, and YouTube. We encourage our community to like, share, and engage with these channels to increase our exposure and help us communicate via social media. For a full list of our channels, visit www.principia.edu/socialmedia. SCHOOL SOCIAL MEDIA PROFILES AND CHANNELS Facebook School @PrincipiaSchool Twitter School @PrincipiaSchool Instagram School @PrincipiaSchool Facebook School Athletics @PrincipiaSchoolAthletics Twitter School Athletics @PrincipiaSports Instagram School Athletics @PrincipiaSchoolAthletics YouTube School /PrincipiaSchool 10

COLOR Principia s colors say a lot about who we are. Beyond our logos, they re one of the most identifiable aspects of our brand. Our color palette helps audiences identify us at a glance, and the way we use color sets the mood for each of our pieces. To maintain visual consistency across all School materials, use only the colors outlined in this section. 11

PRINCIPIA SCHOOL COLORS Our colors consist of primary, neutral, and secondary palettes. Our primary palette features the institutional colors blue and gold. This primary palette ensures we stay true to who we are, but the neutral and secondary palettes help build color schemes that are complementary and balanced. This helps the primary palette adjust to meet the needs of various communications. PRIMARY PALETTE PMS 872C CMYK 20 / 30 / 70 / 15 RGB 180 / 151 / 90 HEX #b49759 PMS 295C CMYK 100 / 85 / 36 / 39 RGB 16 / 43 / 82 HEX # 102b51 12

PRINCIPIA SCHOOL NEUTRALS PALETTE CMYK 3 / 2 / 2 / 0 RGB 244 / 244 / 244 HEX # f4f4f4 CMYK 70 / 63 / 62 / 58 RGB 51 / 51 / 51 HEX #323333 PRINCIPIA SCHOOL TERTIARY PALETTE PMS 2925C CMYK 75 / 24 / 0 / 0 RGB 0 / 155 / 222 HEX #009add PMS 144C CMYK 2 / 54 / 100 / 0 RGB 243 / 139 / 0 HEX #f38a00 PMS 338C CMYK 54 / 0 / 39 / 0 RGB 110 / 205 / 178 HEX #6dcdb1 PMS 109C CMYK 1 / 16 / 100 / 0 RGB 255 / 209 / 0 HEX #ffd100 13

TYPOGRAPHY When used thoughtfully, typography becomes a powerful brand tool that can add visual meaning to what is communicated. Principia s typography communicates clearly and cleanly and is flexible across a wide range of print and digital communication mediums. A C D E F 14

TYPOGRAPHY OVERVIEW Flexibility comes from using one type family that contains all the necessary styles. Principia s typeface, Roboto, features sans and slab fonts. The typeface was selected because of its modern and clean form. PRIMARY SANS-SERIF ROBOTO Uses: Headlines, subheadlines, body copy, page titles, captions CHARACTERS A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9! @ # $ % ^ & * ~ ( { [ - + =., ; : ] } ) WEIGHTS REGULAR ITALIC BOLD BOLD ITALIC PRIMARY SERIF CHARACTERS WEIGHTS ROBOTO SLAB Uses: Headlines, callouts, fast facts A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9! @ # $ % ^ & * ~ ( { [ - + =., ; : ] } ) LIGHT REGULAR BOLD 15

TYPOGRAPHY HIERARCHY This sample setting shows how typography could be used in a hierarchy that ensures effective use of typefaces to convey information. PELLENTESQUE HABITANT MORBI TRISTIQUE Label Roboto, Black, All Caps Kerning -25, Size 9 pt. LOREM IP SUM DOLOR. Short Headline Roboto Slab, Bold, All Caps Size 45 pt., Leading 45 pt. Lorem ipsum dolor sit amet, onsectetur adipiscing elit. Ut diam risus, sollicitudin vel dolor in, molestie cursus ligula. Subhead or Lead-In Copy Roboto, Bold, Title Case Size 16 pt., Leading 20 pt. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut diam risus, sollicitudin vel dolor in, molestie cursus ligula. Vivamus vestibulum dictum est, sit amet dignissim eros scelerisque sed. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Integer gravida venenatis sollicitudin. Body Copy Roboto, Regular Size 10 pt., Leading 14 pt. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut diam risus, sollicitudin vel dolor in, molestie cursus ligula. Captions Roboto, Italic Size 8 pt., Leading 12 pt. 16

PHOTOGRAPHY Photography is a powerful asset for visual storytelling. It helps us tell the rich, full story that is Principia. By aligning our photography style and usage across the institution, we can create a look and feel that s distinctly ours. 17

PHOTOGRAPHY SNAPSHOT Principia s photography should feel personal, joyful, and light, while also conveying a sense of engagement and innovation. Photography should illustrate the range of activities on campus, including academics, athletics, the arts, experiential education, character development, and Christian Science in action. It should also include student portraits and highlight our beautiful campus. 18

IDENTITY MATERIALS Principia has a standard suite of identity materials that includes letterhead and envelopes, business cards, note cards, digital letterhead, and templates for PowerPoint presentations. This section shows how our master visual brand comes to life through some of the core identity materials such as letterhead and business cards. 19

PERSONAL NOTE CARDS The Principia Copy Center can create personalized cards based on the template below. Personalized note cards include first and last name and are printed on 5 x 7 white card stock. Institutional thank-you cards are printed at a 10 x 7 size and folded in half to a final size of 5 x 7 with the inside blank. TEMPLATE 1 TEMPLATE 2 First Last Title title title title NAME HERE 5 INCHES 5 INCHES Principia School, 13201 Clayton Road, St. Louis, MO 63131 l 314.434.2100 l first.last@principia.edu 7 INCHES 7 INCHES TEMPLATE 3 Thank You 5 INCHES Customized letterhead, envelopes, business cards, and note cards can be ordered from the Principia Copy Center using the Copy Center Request Form. 7 INCHES 20

LETTERHEAD Principia has standard letterhead for the School and School Athletics. SCHOOL LETTERHEAD SCHOOL ATHLETICS LETTERHEAD OFFICE OR DEPARTMENT ONE OR TWO LINES 13201 Clayton Road 314.434.2100 St. Louis, MO 63131 www.principiaschool.org ATHLETICS DEPARTMENT 13201 Clayton Road 314.434.2100 St. Louis, MO 63131 www.principiaschool.org 11 INCHES 8.5 INCHES CUSTOMIZABLE TEMPLATE CONTENT Personal Phone Number OFFICE OR DEPARTMENT NAME ONE OR TWO LINES 13201 Clayton Road St. Louis, MO 63131 314.434.XXXX www.principiaschool.org School Website URL Customized letterhead, envelopes, business cards, and note cards can be ordered from the Principia Copy Center using the Copy Center Request Form. 21

BUSINESS CARDS The Principia Copy Center can create personalized business cards based on the template below. Please provide the Copy Center with the following information exactly as you wish it to appear on your card: first and last name, title, department, office number, cell number (if desired), and e-mail address. SCHOOL CONTENT First Last, PhD Title Department 13201 Clayton Rd., St. Louis, MO 63131 Office: 000.000.0000, ext. 0000 Cell: 000.000.000 first.last@principia.edu SCHOOL BACK SIDE Customized letterhead, envelopes, business cards, and note cards can be ordered from the Principia Copy Center using the Copy Center Request Form. www.principiaschool.org 22

WHEAT GRAPHIC 23

WHEAT GRAPHIC OVERVIEW The wheat structure graphic is inspired by the sheaf of wheat in Principia s seal. Elements from the graphic can be used in various applications to showcase opportunities, recognize growth, and celebrate the experiences of both internal and external audiences. FRAMING MOMENTS Cropping images in individual kernels offers a perspective for more intimate and inviting communication. FRAMING HEADLINES This strategy emphasizes key messages for communication materials. FRAMING PORTRAITS Focusing on a student s face in this way highlights individual expressions and moments of growth (social, intellectual, physical, moral, and spiritual). Always use the provided wheat structure when creating the graphic elements. Never reproduce or alter the graphic aside from the instructions on the following pages. 24

FRAMING MOMENTS Framing images within the wheat kernel can break up the traditional grid and introduce movement and intimacy into a design. By using images of engaged people with rich expressions, we can invite audiences to see themselves in the Principia experience. SELECTING IMAGES When placing the photo into the container, give context for the moment by showing enough of the surrounding details. Cropping works best when photos have diagonal compositions and are captured midrange. FRAMING COMPOSITIONS Pay attention to the balance of the subject matter and the surrounding space. USING AN OFFSET BORDER The thickness of the offset border should be about a fourth of the padding between itself and the framed image. The border should include the line element from the wheat structure for consistency. The wheat kernel itself can be cropped within the layout of the design. This works best when the shape of the kernel can be recognized by its curved and diagonal attributes. 25

FRAMING HEADLINES When framing headlines with the wheat graphic, type should be centerjustified. Set the fill color of the text frame to match the background color, and place it over the wheat graphic. The padding that separates the text from the line should be about the height of two lines from the body copy. The measurements below are intended as guides for getting started. MINIMUM WIDTH 0.25 INCH X X EXPERIENCE PRINCIPIA Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque ultrices, lorem in venenatis fermentum, mauris velit lobortis felis, sed feugiat ex nisi in tellus. Proin cursus nulla dui. Fusce at dui nulla. Aenean volutpat lacinia dolor, ac ultrices tortor pretium nec. X = Height of two lines from body copy 26