MAY 2015 - West Vancouver Schools€¦ · across all communications. aa Brand Standards West...

Brand StandardSMAY 2015

Brand OVErVIEW

These brand standards will help maintain consistency and explain how to use your brand identity with confidence and clarity.

The brand standards have been designed to ensure consistency within your brand, helping create strong, recognizable, and clear communications.

The following pages demonstrate the flexibility within the brand identity and should be used to inspire and motivate brand expression.

The colour palette, typography, and graphics create a distinct framework for your brand which helps you stand apart from the competition.

2Brand Standards West Vancouver Schools

Graphic

Logo

Brand LOGO

West Vancouver Schools logo is the most immediate representation of our organization, our people and our brand.

The logo is a valuable assets that must be used consistently in the proper, approved forms.

The logo with its clean sans-serif font in a simple wordmark layout, exudes a contemporary and professional feel, while capturing the energy, passion and progressive drive of the brand.

thE LIGhthOuSE

The lighthouse represents the bright futures and minds of our students.

West Vancouver Schools staff are here to continually guide and look our for its students, and the lighthouse represents this purpose — guidance, hope, assistance and vision.


CLEar SPaCE

The space around your logo.

To ensure that our logo is clearly visible in all applications, surround the logo with sufficient clear space — free of type, graphics, and other elements that might cause visual clut ter. Doing so will maximize the recognition and impact of our brand identity.


Clear space measured by Shield

Whatever size the logo, you can use the shield outline to setup your minimum clear space.

*Example with proper clear space.


CLEar SPaCE EXAMPLE

This example shows how the clear space has been used to place the logo on a top-left paper corner.

Whatever size the logo is, you can take the shield as a reference point as to how much space is required around your logo.

mInImum SIzE

Maintain logo prominence.

Size minimums are specified to ensure legibility in various media. The size specifications shown are appropriate for print.

Larger minimum sizes may be necessary for other media such as video and film, or products that require specialized manufacturing, such as embroidered apparel.


1” Minimum Size

COLOur

West Vancouver Schools’ colour palette represents the west coast, is strong and exudes a certain corporate tone.

We have enlisted the standards of the Pantone Matching System (PMS), which is a universally recognized colour matching system.

The colour palette includes specific spot colour references for both coated and uncoated paper stocks, and process match breakdowns (CMYK) for printing applications with limited budgets.

Also included are RGB equivalents for use in word processing and presentation software as well as hexadecimal equivalents for web applications.


LIGht BLuEPantOnE® COatEd 318C

CmYK C 50 / m 0 / Y 12 / K 0

rGB r 143 / G 223 / B 226

htmL #8fdfE2

darK BLuEPantOnE® COatEd 302C

CmYK C 100 / m 43 / Y 12 / K 56

rGB r 0 / G 65 / B 101

htmL #004165

LOGO COLOur

Logo colour usage

In some cases, a full color logo may not be practical or possible due to limitations in printing. For these instances, we may use a black and white version, or one with a white border.


Primary Colour

ONE COLOUR — Blue & White ONE COLOUR — Black & White

Greyscale

Logo on Light Blue Logo White background

TRADESHOW

DON’T change the text

DON’T put the primary logo on a dark background

DON’T stretch the logo

DON’T add drop shadows

DON’T Rotate the logo

DON’T Change the Font

DON’T Change the colour

DON’T remove the shield. DON’T use the lighthouse on its own.

PLEaSE dO nOt!

Let’s not tarnish the brand.

Changing the logo in any way will dilute your brand and the integrity of the design.

Please ensure you do not alter the logo in these ways.


Brand fOntSTypography is a strong extension of the brand personality and it plays a major role in creating a consistent look for the brand, across all communications. aa


KLaVIKa

KLaVIKa that’s unadorned, modern and infinitely flexible. Crisp and open shapes keep the font legible in small sizes while the straight-sided characters anchor headlines and display work solidly in place.

the fonts can be purchased online. — https://www.myfonts.com/fonts/processtype/klavika/

Klavika medium

abcdefghijklmnopqrstuvwxyz aBCdEfGhIjKLmnOPqrStuVWxYz

1234567890

Klavika Regular

abcdefghijklmnopqrstuvwxyz ABCDEFGHIjKLMNOPqRSTUVWXYz

1234567890

Klavika Light

abcdefghijklmnopqrstuvwxyz abcdefghijKLmnopqrstuvwxyz

1234567890

GraPhIC ELEmEntSTypography is a strong extension of the brand personality and it plays a major role in creating a consistent look for the brand, across all communications.


Beam of Light

Filename: “WVSd_Blue-Light-Overlay.ai”

Crop In most cases, the beam will look best when cropped at least 60% of the bottom beam hidden, and 20-30% of the top beam point

Split Crop In some cases you may wish to frame in a part of the photo. Here is an example of two beams 1: is set to overlay 2: is set to 60% opacity

Split Crop alternative Another option for the split crop 1: is set to overlay 2: is set to 60% opacity

SamPLE adSThe overall visual style is confident, bold, structured, uncluttered and simple, resulting in layouts that are dynamic, distinctive and fresh.

marGInS

Margins act as a frame around a piece and should be used in a consistent way throughout. Margins also offer a contrast to the activity on the page. Margins should be ample when possible and never less than .25 inches.

WhItE SPaCE

White space creates open and well-spaced pages that allow the reader to better focus on the message. Long passages of text written edge to edge can actually tire the eyes. White space can be as effective as an image and gives the reader room to “breathe.”

GraPhIC ELEmEntS

You can use the lighthouse beam of light as a graphic overlay. This graphic device can be used to frame in or create emphasis on a section of photo or mood.


EmaIL SIGnaturE

A consistent, organization-wide email signature is a key part of our brand identity.

fOnt: Use 16-point Helvetica, which is a standard font on both Mac and PCs and works in all email clients.

Helvetica Regular for email text, phone number/fax Helvetics Light for your title/position Helvetica Bold for your Name

COLOr: The colour for the text should be the brand dark blue. THe brand light blue should be used for accent only. The brand dark blue colour code is #004165 The brand light blue colour code is #8fdfe2

PhOnE numBErS: Include the phone and/or fax numbers you use regularly in an effort to make it easy for others to reach you. Don’t include your email, it is redundant.

LOGO: The proper logo to use in your email signature is: foremail_WVSd_Logo_rGB.png


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