Democracy Prep Brand Guidelines

Brand Guidelines

INDEX IDENTITY

1–30

• Story .............................. 2 • Mission, Motto, and Values ................... 3–8 • Tone ............................... 9 • Audiences ................... 10 • Voice ............................. 11–12 • Colors ........................... 13–16 • Fonts ............................. 17–20 • Logo ............................... 21–30 IMAGERY

31–48

• Graphics ...................... 32–36 • Photos .......................... 37–40 DIGITAL PRESENCE

41–44

• Social Media ...............43–44 CHANGE THE WORLD! 45–46

IDENTITY

IDENTITY The purpose of this guide is to clearly define Democracy Prep® Public Schools’ (DPPS’) brand for our stakeholders. This includes articulating our identity and the components needed to tell our story. This also includes detailed expectations for visual branding in the way we use imagery and how that applies to our digital presence. Our staff and affiliated vendors can use this guide as a resource for information about our brand. By ensuring strong, consistent branding across our network, we are better able to fulfill our mission.

STORY Founded in 2005 and opening our first school in 2006, Democracy Prep® set out to prove what is possible for public education in the United States. Our flagship school, Democracy Prep® Charter Middle School, first opened its doors in August 2006. By 2009, DPCMS became the highest performing school in Central Harlem and was ranked the number one public middle school in New York City.

By proving that students, regardless of what ZIP code they are born into, can perform at high academic levels, we seek to transform not only the lives of the scholars at Democracy Prep® but also the expectation of what public schools can achieve.

DEMOCRACY PREP PUBLIC SCHOOLS | 2

MISSION

The mission of Democracy Prep Public Schools is to educate responsible citizenscholars for success in the college of their choice and a life of active citizenship.

Key words are in bold throughout our mission for emphasis.

MOTTO

Attention to Initial Cap

Work Hard. Go to College. Change the World!

Period.

Period.

Exclamation!

CORE VALUES Democracy Prep’s® core values define our organization’s culture.

These ideals guide our work as a network at every level, and they are crucial to telling our story through our internal and external facing brand.

« DISCIPLINE « RESPECT « ENTHUSIASM « ACCOUNTABILITY « MATURITY « BRAVERY « INITIATIVE « GRIT 4

MISIÓN

La misión de Democracy Prep Public Schools es de educar a alumnos-ciudadanos responsables para el éxito en la universidad de su elección y una vida de ciudadanía activa.

Las palabras claves resaltadas en negrita a lo largo de nuestra misión para dar énfasis.

LEMA

Atención a la mayúscula inicial

Trabaja duro. Ve a la universidad. ¡Cambia el mundo!

Punto.

Punto.

¡Exclamación!

MISSION

Le mission de Democracy Prep Public Schools est d’éduquer les élèves-civils responsables pour le succès dans l’université de leur choix et une vie de civisme actif.

Les mots clés sont en gras tout au long de notre mission.

DEVISE

Attention au capital initial

Travaillons dur. Nous allons à l’université. Changeons le monde!

Période.

Période.

Exclamacion!

6

TENET VALUES

I am welcome at Democracy Prep, regardless of my academic standing, behavioral standing, income or learning needs.

I study two hours of math and English every day, one hour each of science and social studies as well as arts and physical education.

I am a member of a warm and supportive school environment and my teachers use joy to help me learn.

I learn about civics and what it means to have a voice in my community.

I spend more time in school than my peers at traditional public schools which means I’ll get six more years of instructional time than other students.

My teachers use data to adjust instruction so that it meets my needs and advances my learning daily.

My teachers are some of the most talented and committed educators in the country.

8

TONE Our story, mission, motto, and values shape the tone we use to message our brand. The words that best describe our tone are:

AUDIENCES Our global target audiences include members within our network as well as their families and communities.

10

VOICE The words we use to describe our staff and scholars tell a story and it is crucial to our mission and brand that they tell an accurate story. In some cases, Democracy Prep® has chosen specific language to make sure that we represent our scholars and schools to the world in a way that is empowering.

kids

scholars or students

those kids

our [the communities’] scholars

In many communities, the word ‘kid’ is used to identify livestock and is considered offensive when used to refer to people. Our scholars are the heartbeat of our network and we use language to be as inclusive as possible when referring to them.

no excuses

high support /high expectations

Democracy Prep® proudly educates all scholars. Our model holds our scholars accountable for reaching their potential, but does so with consistent, timely and tailored support.

serve

educate

We present the idea of all scholars having access to an extraordinary education as a deeply ordinary occurrence.

achievement gap

opportunity gap

All scholars are capable of achievements. Accessability to opportunity is not always equitable, thus creating gaps which may cause limitations.

low-income students

students of diverse socioeconomic backgrounds

A scholar’s family income should not and does not define their identity. Referring to a low-income area is less accusatory.

12

BRAND COLORS Our signature colors were selected to evoke a sense of school and city pride. Our yellow, remiscent of a school bus, NYC taxi cab and No. 2 pencil contrasts with our navy, a popular collegiate blue.

PMS 123 HEX #FFC627 RGB 255, 198, 39 CMYK 0, 23, 91, 0

PMS 541 HEX #003B70 RGB 0, 59, 112 CMYK 100, 78, 32, 21

14

ADDITIONAL COLORS Our DREAM values and school mascots utilize additional colors to emphasize joy.

PMS 2925 HEX #009ADD RGB 0, 154, 221 CMYK 76, 25, 0, 0

PMS 2915 HEX #61B3E4 RGB 97, 179, 228 CMYK 57, 14, 0, 0

PMS 1375 HEX #FF9E15 RGB 255, 158, 21 CMYK 0, 45, 99, 0

ACCENT COLORS To heighten engagement, the following accent colors may be used within elementary schools, events, our arts program or as needed. These colors are used in addition to—not instead of—our signature yellow and navy.

PMS 389 HEX #CEDE00 RGB 206, 222, 0 CMYK 24, 0, 100, 0

PMS 1645 HEX #FF6B35 RGB 255, 107, 53 CMYK 0, 72, 82, 0

PMS 347 HEX #009844 RGB 0, 152, 68 CMYK 96, 10, 100, 1

PMS 3272 HEX #00A79D RGB 0,167, 157 CMYK 80, 10, 45, 0

PMS 227 HEX #B00060 RGB 176, 0, 96 CMYK 28, 100, 36, 6

PMS 267 HEX #62259D RGB 98, 37, 157 CMYK 76, 97, 0, 0

16

FONTS Our primary font is Neutra Text.

We use different weights of the Neutra Text Family.

PLEDGE TO OUR FUTURE

Neutra Titling

I pledge allegiance to my future at Democracy Prep Public Schools.

Neutra Text TF Bold

and to the values for which it stands Neutra Text Demi

one team, under DREAM with citizenship and scholarship for all.

Neutra Text Book

FONT APPLICATIONS

SLAB SERIFS

SAN SERIFS

Scripts

We use slab serifs to emit a collegiate feel. Sports World is our primary slab serif used in our DREAM values. We use additional slab serifs for headlines in various banners and graphics.

While we prefer the use of the Neutra Text Family, sometimes an ulterior font is preferred or may be more accessible. Below are some acceptable san serif substitutions.

Sometimes more elegant messaging is needed for upcoming ceremonies or festivals. We use scripts that compliment Neutra and have strong readability.

HEADLINES

HEADLINES

HEADLINES

« SPORTS WORLD

«

NEUTRA

« FRESHMAN

«

CHAMPION

« NEBRASKA

«

FRANCHISE

SUBHEADS

BODY

« GRADUATE

« Century Gothic

«

COLLEGE

« Tw Cen MT « Avenir

« Thirsty Script «

Wisdom Script

LOGO Our iconic crest consists of an open book to signify education and reading, a flag to portray our values of civic engagement and mortar boards to celebrate our college driven scholars. To ensure the legibility of the logo, it should be surrounded by a minimum of clearspace. This isolates the logo from competing elements. Using the logo consistently helps to establish and reinforce recognition of the Democracy Prep® brand.

Careful attention should always be paid to alignment, font weight, kerning and leading.

margin around = height of both lines

DEMOCRACY PREP PUBLIC SCHOOLS

STACKED

margin around = height of top line

HORIZONTAL

22

CREST CONSIDERATIONS Using the logo consistently helps to establish and reinforce recognition of the Democracy Prep® brand.

P

Use on white or gray background

Use on navy or gray background

Use on yellow background

Use on white, gray or yellow background

Use on dark gray or navy background

Use on gray or navy background

CREST CONSIDERATIONS Our crest is iconic and should not lose its integrity through incorrect use. Please mind the following guidelines.

Never use navy on a dark background

Do not inverse colors by using dark on light

Do not deviate from our palette

Do not squeeze or distort crest

Do not stretch or distort crest

Do not change orientation

Do not reconfigure

Do not block crest with text or other elements

Do not use smaller than 0.35”

DEMOCRACY PREP PUBLIC SCHOOLS

SCHOOL APPLICATIONS School names are applied to our DPPS logo format keeping fonts and font weights identical. Font size, leading and kerning become adjusted to maintain consistent alignment.

margin around is about the height of both lines

DEMOCRACY PREP CHARTER MIDDLE

STACKED

margin around is about the height of top line

DEMOCRACY PREP CHARTER MIDDLE Work Hard. Go to College. Change the World!

HORIZONTAL

26

TURNAROUND CRESTS

B

HARLEM DAY CHARTER SCHOOL

2011

reparat nx P or ro

y

We want to be sensitive to the identity and history of existing schools that we have the honor of turning around with Democracy Prep’s® unique model. To aknowledge the groundwork built at these schools, we customize our crest with an adaptation of the school’s original logo.

2014 Char ter School

2016

Bronx Prep was our first Turnaround school outside of Harlem in 2014

2018

CREST VARIATIONS For a flexible design or program specific look, we offer variations on our standard logo to emphasize appeal while keeping in line with our brand.

28

SWAG APPLICATIONS The use of our logo on swag is a means of marketing. We get a return on the cost of production through exposure. When a scholar carries a bag or wears a t-shirt, eyes outside of our network see our brand. Therefore, all swag items must include either the school name or Democracy Prep as well as the crest. We prefer to create swag that matches our network colors. Neutral colors like grays are also acceptable for apparel and swag in order to make our logo stand out. We want products to draw attention to our brand, not distract from it.

IMAGERY

IMAGERY Powerful imagery increases brand recognition and reinforces the values that Democracy Prep® encompasses. Through stylized graphics, photos and videos, we celebrate DPPS' identity, shape personalities, build relationships and drive interaction to change the world.

GRAPHICS STYLE Our graphics express what it means to be part of the Democracy Prep® family. We use our aesthetics to reinforce and instill our mission, motto and values unto our members. Our graphic style is predominantly vector based imagery that utilizes our signature crest and palette. We appreciate clean edges with a bit of whimsy. Democracy Prep® graphics are used for wayfinding, to educate, to inform of news or upcoming events, to invoke inspiration or behaviorial practices as well as to promote a joyous culture.

We celebrate the uniqueness of each campus within a unifiying brand.

IDENTIFIERS Our crest is the most recognizable physical representation of the Democracy Prep® brand, and we want to be cognizant of this when we produce our graphics. When the public sees a joyous scholar wearing or holding our logo, they associate the two with each other. With enough association, the DPPS crest can evoke joy by itself. We are mindful of how our graphics are perceived and strive to produce them with integrity.

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PERSONALITY The personality of our brand is a direct reflection of those within the Democracy Prep® network.

We strive to motivate and inspire our exemplary scholars and staff in order to build model citizens and celebrate school pride.

34

RELATIONSHIPS Demcoracy Prep® embraces diversity. Graphics are often used as educational tools. By learning about our cultural differences, we also discover what unifies us and we are able to build stronger relationships with each other and within our communities.

DEMOCRACY PREP WEEK OF SERVICE

PHOTOS STYLE We use photographs to bring the public into the world of Democracy Prep® to create emotional connections. Through our honest approach, audiences have the opportunity to sit next to our scholars, observe classrooms, walk our hallways or see a performance from the front row! Our photos are diverse in setting to encapsulate how it feels to be part of the Democracy Prep® family.

We showcase our mission, motto and values through our staff and scholars.

Our scholars are hard working, happy, successful and well-traveled. They are world-changers and future college graduates with a strong sense of pride. Staff members are dedicated, making a difference, happy, ambitious and much more.

IDENTIFIERS We want to utilize our logo within our photos to increase the association between joy and our brand. With some creativity, the use of this feature can take average photos and turn them into strong images for the Democracy Prep® brand.

38

PERSONALITY The personality of our photos is a direct reflection of individuals within our network. We want our images to answer “What kind of scholar goes to Democracy Prep®?” Or “What kind of person does it take to work here?”

RELATIONSHIPS Our focus on civic engagement and community relationships are qualities that separate us from other schools. They allow the public to interact with our members (positively). Photos depicting relationships are often the most powerful because they evoke strong emotions.

DIGITAL PRESENCE

DIGITAL PRESENCE Imagery and text come together for powerful messaging to drive action to achieve our mission.

It is very important to have the versatility to include our message and showcase our brand across multiple platforms. Our website and social media pages allow us to reach an extended audience.

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SOCIAL MEDIA

Sharing information with others has never been easier. Social media gives us the opportunity to share the success of our scholars and Democracy Prep's® unique experiences with the world.

Democracy Prep® Public Schools has social media accounts on Facebook, X (formerly known as Twitter), YouTube, Instagram, and LinkedIn. We also share stories on the Democracy Prep® Blog.

Any requests to share content to these pages should be directed to the External Affairs team at dpps_externalaffairs@democracy prep.org.

STYLE & PERSONALITY The personality of the Democracy Prep® brand is a direct reflection of those in our network. Images or videos posted on social media should reflect DREAM values and/or reflect the experiences of Democracy Prep® scholars or staff. We want to be friendly but respectful.

IDENTIFIERS There are many events, activities, and trips that Democracy Prep® scholars participate in. Therefore, it is important to have identifiers such as the yellow hat, Democracy Prep® swag, branded banners, our logo, or your school’s crest. Including an identifier may not always be possible but a viewer should be able to see your content, or read your caption, and easily make a connection to Democracy Prep®.

RELATIONSHIPS In addition to connecting with new audiences, social media allows us to build strong relationships with our current stakeholders. We are able to reach many people inside and outside of our network, but it is important to remember that our audiences include parents, elected officials, community members, scholars, and others who trust and respect Democracy Prep®. Be mindful before posting on public platforms. We want to continue to strengthen our relationships with content that reflects our DREAM values.

CHANGE THE WORLD!

CHANGE THE WORLD! The success of the Democracy Prep® brand manifests through our family. Scholars and staff embody and reflect our values as they work hard to close the opportunity gap. Our alumni are thriving as active citizens each with their own story. A strong brand enhances the loyalty and credibility of Democracy Prep®.

This allows our story to be heard so that we may persevere to change the world.

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Brand Guidelines Democracy Prep® Public Schools 1767 Park Avenue, New York, NY 10035

©2023 Democracy Prep® Public Schools All rights reserved. No portion of this book may be reproduced in any form without permission from Democracy Prep® Public Schools except as permitted by U.S. copyright law. www.DemocracyPrep.org

Education is the most powerful weapon which you can use to change the world!

—Nelson Mandela

Democracy Prep® Public Schools