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.

Style

Our website is modern, clean and collegiate in style. We aim to be informative, relevant, and user-friendly to provide a positive experience for our stakeholders.

Identifiers

Use of our signature colors and the crest are the main identifiers across each page of the Democracy Prep® website.

Personality

While our schools reside under the umbrella of the Democracy Prep® network, each campus has a unique personality, and they are encouraged to showcase this across their campuses and individual digital platforms.

Relationships

Our website enables viewers to feel connected to the work that we do. It offers an instant way to learn about Democracy Prep®, “meet” our DREAM team, and get involved by supporting valuable causes, joining our family or participating in programs and happenings across our network.

Web Considerations

It is important to uphold our aesthetic standards across all platforms. When editing web pages, please mind the following guidelines regarding:

« Image Quality

« Staff Photos

« Text Readability

« Hyperlinks

Image Quality

Use crisp images only. Do not use poor quality or low resolution images that appear pixelated.

Staff Photos

Staff images should be cleanly cropped and have consistent proportions, backdrops and a size of 180 x 220px.

Text Readablity

Images with text should be clearly readable with text at a large scale linked correctly to a full-size version.

Hyperlinks

Links should be clearly marked and described so there is no confusion as to what may be clickable.

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, Twitter, YouTube, Instagram, Flickr, 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!

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.

Brand Guidelines

Democracy Prep® Public Schools

1767 Park Avenue, New York, NY 10035

©2019 Democracy Prep® Public Schools www.DemocracyPrep.org

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.

Created by the DPPS Visual Arts Team: Greg Callan, Ant Hull, Amara Nogee, Wenniao Qu and Milowa Rodriguez.

Special thanks to David Beltran, Rashid Duroseau, Charlotte Hockens, James Lee, Lauren MacLean, Adrienne Nyamsi and Natasha Trivers.