Visual Standards€¦ · 3 WPS VISUAL STANDARDS POLICY In an effort to develop a strong, highly...
Transcript of Visual Standards€¦ · 3 WPS VISUAL STANDARDS POLICY In an effort to develop a strong, highly...
WICHITA PUBLIC SCHOOLS | ESTABLISHED 2018
Visual Standards A GUIDE TO WICHITA PUBLIC SCHOOLS VISUAL COMMUNICATION STANDARDS
1
CONTENTS Wichita Public Schools – Identity ............................................................................................... 2
Our Identity ............................................................................................................................... 2
Our Tagline ................................................................................................................................ 2
Who We Are ............................................................................................................................... 2
Vision ...................................................................................................................................... 2
Mission .................................................................................................................................... 2
Who We Are – District of Choice ................................................................................................... 2
Who We Are – Students and Staff ................................................................................................. 2
Who We Are – Empowered to Dream, Believe and Achieve ............................................................... 2
Our Brand .................................................................................................................................. 2
WPS Visual Standards Policy ...................................................................................................... 3
Official Business Logo Main Elements ............................................................................................ 3
WPS Signatures – Primary and Secondary Naming Units .................................................................. 4
Clear Space Requirements ......................................................................................................... 4
Minimum Signature Size ............................................................................................................ 4
Misuse of the WPS Logo ............................................................................................................. 4
WPS Signature Brand Colors and Use ......................................................................................... 5
WPS Logo Brand Colors ............................................................................................................... 5
Every Student Future Ready Brand Colors ...................................................................................... 5
Use of WPS Logo on Colored Backgrounds ..................................................................................... 6
Use of WPS Logo on Materials with Photos ..................................................................................... 6
WPS Typography ........................................................................................................................ 7
WPS Graphic Elements ............................................................................................................... 8
Default WPS Graphic Elements ..................................................................................................... 8
WPS Future Ready – Strategic Plan Graphic Elements ...................................................................... 9
WPS Business Stationary ......................................................................................................... 10
WPS Communications Signature Block ..................................................................................... 11
WPS Template Library .............................................................................................................. 12
Template Library Resources ....................................................................................................... 12
Special Requests ...................................................................................................................... 13
2
WICHITA PUBLIC SCHOOLS – IDENTITY
Our Identity The official name of our district is USD 259 – Wichita Public Schools. It is acceptable to refer to the
organization as the following: the district, USD 259, Wichita Public Schools and WPS. It is always preferred
to spell out Wichita Public Schools on first reference before shortening it to WPS, with few exceptions (i.e.,
#WPSProud). The brand identity is made up of the combination of names, logos, taglines, graphic
elements, typography and colors.
Our Tagline To succinctly share the district’s overarching Vision and Mission to the public, a tagline – Every Student
Future Ready – may be used. This tagline encompasses our commitment to developing students who are
ready for their individual futures, as well as to contribute to the future of our community.
Who We Are
Vision Wichita Public Schools will be the district of choice in the Wichita region, where all students and staff are
empowered to dream, believe and achieve.
Mission Wichita Public Schools prepares all students to achieve college, career and life readiness through an
innovative and rigorous educational experience.
Who We Are – District of Choice WPS can and will be the district of choice in the Wichita region. By providing and showcasing the many
choices available to students in our district, we will share and live the message that students of every
level of ability will have the opportunity to thrive in our district. When this works at its highest level, we
will be the district that families choose to send their children to; the district that businesses choose to hire
high-quality employees; the district that employees choose to work for.
Who We Are – Students and Staff With more than 50,000 students and about 9,000 employees, both students and staff are vitally important
to the success of our district. They are at the center of every decision we make.
Who We Are – Empowered to Dream, Believe and Achieve We work hard every day to ensure the students and staff at WPS are provided with the resources, tools,
experiences and support necessary to identify their dreams, believe in themselves, know that others
believe in them, and ultimately achieve success. We work hard every day to ensure our students graduate
from high school knowing what they love to do and how that translates to who they want to be. And it
takes staff who are empowered to dream, believe and achieve to create students who are also.
Our Brand A brand is more than the visual identity of an organization. It is our staff, our teachers, our students, our
parents. It is the work we do in and with the community. It is the stories we tell about our successes and
how we address our challenges. It is every interaction with everyone and everything related to the district.
No single person can build up a brand on their own, but every single person can contribute.
3
WPS VISUAL STANDARDS POLICY In an effort to develop a strong, highly recognizable and effective visual identity, and to do so through
consistent application of visual standards over time, the only approved marks, logos, logotypes, seals and
symbols are the ones described in this manual. No other versions may be used instead of or as
replacements for these official Wichita Public Schools elements. Logos should always include the
appropriate trademark symbols (®).
New logos, marks and symbols to represent WPS and its internal departments and divisions may not be
introduced unless approved by the WPS Strategic Communications Division. Schools wanting to develop
school logos and marks should work with Strategic Communications for final approval before official
adoption.
Official Business Logo Main Elements
Wichita Public Schools’ signature is the combination of two elements.
WPS Logo: A traditional representation of education, the apple reminds us of our ultimate responsibility
to provide the educational and physical nutrients a child needs to grow. The paper dolls keep children at
the forefront of everything we do.
WPS Logotype: The name of the school district, set in a traditional serif font in a bright color,
acknowledges the need to respect tradition (font) while embracing modern approaches to education
(color).
The signature is the physical combination of the logo and logotype. This combination of elements is
referred to as a lock-up, as it literally locks these components together. They are placed in a specific scale
and relationship to each other that prevents the independent altering of elements.
The primary signature is a square, stacked orientation. It is the approved configuration for most
applications.
WPS logo
WPS logotype
4
WPS Signatures – Primary and Secondary Naming Units An orderly system of hierarchy has been developed to accommodate the handling of department/division
names in conjunction with the WPS signature. The examples below illustrate proper arrangement within
this system.
Primary Signature
The words “Wichita Public Schools” always occupy
the primary placement in the signature. There are
no exceptions to this rule.
Secondary Signature
The department or division name (without the
words “department” or “division”) occupies the
secondary naming unit placement. This use of
logo and naming convention is reserved for
use in email signatures and internal
documents where a distinction between
departments is necessary or helpful. All WPS
stationary, business cards, and templates will use
the primary signature in its square or horizontal
format.
Clear Space Requirements At least 0.25” of clear space must be provided between the signature and other graphic elements. The
clear space requirements delineated here must be observed except in rare, pre-approved exceptions.
These are the minimum requirements – you may have more clear space between the signature and other
graphic elements or text.
Minimum Signature Size The minimum size of the WPS signature should not be less than 0.5” in height for print usage. The
minimum size for Web usage should not be less than 100 pixels in height (including clear space
requirement).
Misuse of the WPS Logo The misuse of the WPS logo is strictly prohibited. This includes reshaping, retyping or recoloring the logo.
Strategic Communications
½ inch
5
WPS SIGNATURE BRAND COLORS AND USE Color consistency is a very important aspect of maintaining a strong identity for Wichita Public Schools. In
addition to the colors used in the WPS logo, brand colors have been introduced to support the messages
contained in the Every Student Future Ready plan.
WPS Logo Brand Colors
C3, M100, Y70, K12 C77, M0, Y100, K0
R186, G12, B47 R67, G176, B42
HEX #BA0C2F HEX #43B02A
Pantone
200 C
Pantone
361 C
The logo brand colors should be used only in the logo itself and on the district website. Due to ADA
standards of visual accessibility, these colors are not recommended for use in any other situations. The
logo should not be created in other colors or have other color filters applied through Word or PPT options.
Every Student Future Ready Brand Colors These brand colors, developed as part of a minor rebranding in 2016 with Gardner design, modernize our
district color scheme. The three primary colors are Success Blue, College/Career Red and Whole Child
Turquoise. The remaining four colors should be used only in three circumstances: 1) as accent colors in
charts and graphs as provided in district templates; 2) as a fourth primary color when a document or
presentation is specifically about one of the strategic themes that are part of the Every Student Future
Ready plan; 3) when using the graphic element associated with that color/theme.
C86, M29,
Y21,K67
C3, M100,
Y70, K12
C76, M0,
Y38, K0
C0, M32,
Y100, K0
C36, M100,
Y0, K0
C0, M71,
Y100, K3
C77, M0,
Y100, K0
R36, G76, B90 R186, G12, B47 R0, G191, B179 R242, G169, B0 R176, G0, B142 R216, G96, B24 R67, G176, B42
HEX #244C5A HEX #BA0C2F HEX #00BFB3 HEX #F2A900 HEX #B0008E HEX #D86018 HEX #43B02A
Pantone
7477 C
Pantone
200 C
Pantone
3262 C
Pantone
130 C
Pantone
2405 C
Pantone
1595 C
Pantone
361 C
Success College and
Career
Whole Child Staff Families and
Community
Communicate Align
6
Use of WPS Logo on Colored Backgrounds The WPS logo may appear on colored backgrounds, including each of the seven colors approved as part of
the strategic plan. In all cases where there is a colored background, the all-white logo should be used.
The all-black logo should be used only when the background is white or extremely light-colored (i.e., a
light gray) when a document will be created and reproduced in black and white.
Use of WPS Logo on Materials with Photos For marketing and collateral material, photos of our students and staff are key to representing our brand.
Make sure the logo is placed in a light or dark zone of the photo or design that creates optimal contrast. It
should never be placed directly on top of a photo or on an area that is visually busy or patterned.
7
WPS TYPOGRAPHY The typography of the Wichita Public Schools visual identity system is composed of three core fonts. These
fonts are Cambria, Verdana and Beyond the Mountains. Cambria and Verdana are available on every
computer in the WPS system and are the fonts built into the WPS Word and PPT templates. Beyond the
Mountains is a special font that those with design software have been given access to use. This font
should only be used by the Strategic Communications team or others who have been granted access when
the resulting document will be converted to a PDF before being shared. Any other use of this font will
result in the viewers’ computers converting the font to something that completely changes the look of the
font.
Cambria is the serif font (meaning it has serifs, or small lines attached to the end of a stroke in the letters and symbols). It
will always appear smaller than Verdana when they are the same size, so heading sizes are adjusted accordingly.
Cambria
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 0 ~ ! @ # $ % ^ & * ( ) _ +
Verdana is the sans serif font (meaning it does not have the small lines at the end of letter strokes). It is
generally the font that should be used in body copy. The exception to this would be in creating books or
other long prose documents where viewers need the ability to read large paragraphs for long periods of
time. In that case, using the serif font will increase readability and should be substituted.
Verdana
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 0 - = ~ ! @ # $ % ^ & * ( ) _ +
Beyond the Mountains is the script font that should be used only in special circumstances where the default
fonts are not sufficient to create contrast and emphasis in headings. It should never be made bold, as that
renders the font unreadable. It should always be used at a size large enough to be legible. This font is not
available on all computers in the district. If you need access to it, please contact Kayla Pennick for
additional instructions.
Beyond the Mountains
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 0 ! @ # $ % ^ & * ( ) _ +
8
WPS GRAPHIC ELEMENTS
Default WPS Graphic Elements There are two consistent graphic elements that can be used in WPS visual presentations.
Stylized People Background
This visual element can be used as a background for
presentations, newsletters and similar materials. It
should always be a light color. Contact Kayla
Pennick in Strategic Communications
([email protected] or 316-973-4463) for the
graphic and suggestions on ways to use it. You will
see it in use in the district PowerPoint template, the
back of business cards and on the district website.
WPS Wichita Flag
The WPS customized Wichita flag can be used on its own or in conjunction with the #WPSProud campaign
materials. The only customization that should be done to this version of flag is to change the colors to
represent a specific school or department. The icons used in the red diagonals should remain consistent,
along with the district logo in the blue center. (The Wichita flag itself does not have copyright protection
and can be used by any individual however they choose. We recommend being thoughtful about how you
choose to use the flag in other circumstances and whether it may create brand confusion when used in
close proximity to the district-specific version.)
Keeper of the Plains
The Keeper of the Plains is a copyright protected work of art. That means that using a photograph
or reproduction of the Keeper statue in any visual materials may be violating copyright law. If you plan
to create any materials that will be used or shared outside of the classroom that include an
image of the Keeper of the Plains, please contact Suzy Finn at 316-973-4630 or [email protected] to
explore options to do so legally. As of 2018, we have an agreement with the artist’s estate to use the
Keeper image in District marketing materials; however, each instance of use requires approval of the
design by the estate holder.
You will, of course, see Keeper-themed materials throughout the city of Wichita at stores, art fairs and
markets. If you see a Keeper reproduction for sale that has something in his hands, then that
artist or maker does not have permission of the copyright holder, and you may want to think twice
about that purchase.
9
WPS Future Ready – Strategic Plan Graphic Elements The graphic elements below were created or adapted specifically for the strategic plan. They can be used
in materials not specifically related to the strategic plan; however, use caution when doing so. Our goal is
to create a strong association between the icon, its color and the strategic theme it represents. When you
use the Whole Child lightbulb in document about an issue related to staffing or budget, it muddies the
brand waters. If you are not sure about whether you are using one of the below graphics appropriately,
you may contact Kayla Pennick ([email protected]) or Suzy Finn ([email protected]) for clarification.
10
WPS BUSINESS STATIONARY The new WPS branded Word template does not replace WPS letterhead. For any written
correspondence that should be sent on Wichita Public Schools letterhead, the template pictured below
should continue to be used. The division or school name, address and phone/fax numbers need to be
updated to match your information.
The district’s envelopes, note cards, business cards, and other official stationary have not changed with
the introduction of the WPS strategic plan. Please continue to use those and place orders for replacements
through Document Services as you have in the past.
11
WPS COMMUNICATIONS SIGNATURE BLOCK Signature blocks for Wichita Public Schools should be consistent in email communication. The
recommended signature is pictured below. Instructions on how to change your email signature to reflect it
can be found at www.usd259.org/futureready.
The title is not a required element, but is generally recommended when communicating with people who
may not know what role you play in the district ecosystem. Fax number and school or building-specific
website can be included as long as there is a direct url that will take them to your desired location (i.e.,
www.usd259.org/adams). These should be the final two lines in the address block.
You have the option to create a long and a short signature. The long signature should always be used
when sending an initial email to internal and external audiences. The short signature with only your name
and phone number may be used on additional emails within a chain. If you are replying to an initial email
from someone outside the district who you’ve not previously emailed with, it’s recommended to manually
change your signature to the long one for your first reply.
We do not recommend using more than one graphic in an email. This can create unnecessary attachments
being recognized by others’ email servers and dilutes the brand identity. If you have a school-specific
signature block or logo, we respectfully request that you choose the tri-color plan identity signature or
stick with your current signature. We recommend the decision be on a school or department level, not at
the individual level. The tri-color block should never be used on top of background of any color.
We strongly recommend discontinuing the use of any background colors or images in emails.
The words dream, believe and achieve – on their own – should not be added to an existing
email signature without consulting with the Strategic Communications team.
Your name should always be included in the signature
Your division/department/school should always be included
The tri-color brand block should always be included in long signatures
The appropriate phone number should always be included
12
WPS TEMPLATE LIBRARY The use of approved templates will give your message a unified and professional appearance. To help you
stay consistent with the WPS brand, we have created a library of templates to help convey WPS’s cohesive
look. We encourage the use of these templates by all employees, especially when the material created will
be used with professional audiences such as professional associations to which you belong, the Board of
Education, area associations and organizations and in-service presentations. While you are welcome to
use the templates for classroom material creation, it is not at all expected.
For questions about or training on how to use the templates, please contact Suzy Finn at
[email protected] or 316-973-4630.
Template Library Resources The template library will include, but not be limited to, the following:
Wichita Public Schools logos
Word document template
PowerPoint template
Letterhead template
Goals Poster template
WPS brand graphic elements – stylized people, #WPSProud flag, and strategic theme graphics
For any documents where the goal is to tell the WPS story to an external audience (i.e., recruiting
employees, explaining district choices and opportunities, providing information about high-profile
programs), we recommend the initiating department contact Kayla Pennick to work together to develop
one-off materials or new document templates that adhere to the current brand standards. She can be
reached at 316-973-4463 or [email protected].
The Strategic Communications team is working on building a brand photo library with approved, high-
quality photos that represent the underlying messages of our strategic plan. Once complete, photos will be
available for use by all in the district, and the recommendation will be to use only approved brand photos
in external-facing documents to ensure brand alignment and approval for use by the individual(s)
pictured.
13
SPECIAL REQUESTS The WPS Strategic Communications team will be available for additional resource requests and to answer
questions about the visual standards. Please contact Strategic Communications for special requests and
resource help.
For special requests, please have the appropriate information ready before submitting your request. This
information should include: the message you wish to convey, the goal of your message, the timeline for
your campaign, the type of piece you wish to have created, the budget for your campaign, any additional
resources or imagery you wish to have included. Please contact the Strategic Communications team if you
need assistance in developing any or all of the pieces.
Please allow for adequate time for processing and production of your request. A one-month lead time is
preferred for any printed materials; a few weeks is appropriate for digital elements. If you need an
accelerated timeline, be prepared to explain the reasoning for that and how you will be prepared to track
the effectiveness of the materials produced. Special requests should always align with the overarching
mission and vision of Wichita Public Schools. Please note that not all requests will be approved due to
factors including alignment to mission and vision and priority within the queue of design work.