2924 4TH AVE SOUTH MINNEAPOLIS, MN 55408-4194 612.545.9700 CRISTOREYTC.ORG
GUIDE FEBRUARY ‘23 Updated
BRAND & STYLE
AT A GLANCE
FONT: ARIAL REGULAR COLORS
RGB CMYK HEX
R: 0 C: 100% #00a7ce
G: 167 M: 19%
B: 206 Y: 0% PANTONE
TURQUOISE
TANGERINE
DARK BLUE
LOGOS
K: 19% PMS 312
RGB CMYK HEX
R: 255 C: 0% #FFA400
G: 164 M: 36%
B: 0 Y: 100% PANTONE
K: 0% PMS 137
RGB CMYK HEX
R: 31 C: 54% #1F2A44
G: 42 M: 38%
B: 68 Y: 0% PANTONE
K: 73% PMS 533
CR IS T O R E Y
J E S U I T H I G H S C H O O L 2
INTRODUCTION
Welcome to the Cristo Rey Jesuit High School brand style guide.
A brand style guide (also known as a brand book or brand guide) acts as a key document that helps creators communicate a uniform, recognizable message to their audience. This guide is your reference for creating consistent, on-brand content. By adhering to the standards outlined in this guide, Cristo Rey can establish and maintain our brand to increase and strengthen our presence.
Please refer to this document often. When in doubt ask the Marketing and Communications team for guidance or clarification:
Christopher Heng - Senior Marketing and Communications Manager ChristopherHeng@cristoreytc.org
Emmy Levanetz - Marketing and Communications Intern EmmyLevanetz@cristoreytc.org
Thank you for your partnership!
LET’S BEGIN
The Office of Communications is willing and available to assist in the creation of marketing communications, but materials are not required to be made by communications staff. However, they need be presented to the Communications Office for approval to ensure uniformity of message and brand appearance.
GET APPROVED
Mass communication is the process of creating and sending messages to large audiences through verbal or written media. At Cristo Rey, our audiences include:
• Parents
• Current or prospective benefactors
• Colleges and Universities
• General Public
• Prospective students/families
• CWSP partners
• Volunteers
Email the Marketing & Communications Manager at least two days prior to the anticipated general distribution date. Our office will approve, provide recommendations, or work with you to make changes so that the voice and appearance of the piece is in line with the school’s brand standards.
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REQUESTING MATERIALS
Communications loves to support your work through design, development, or consultation for your projects. You c an:
1. Email, call, or visit in-person to the Communications office to explain your project.
2. For a fast and efficient project, think through the following considerations:
• Do I have the proper authorization for this project to move forward?
• Who is the audience(s)?
• What’s intended outcome? People will know? Respond? Attend?
• Do I have a clear process of how people can respond?
• What date would I like this to be distributed?
• How would I like this to be received? Print? Digital? Text/robocall? Website?
Requests will be reviewed by the Marketing and Communications team and prioritized based on current workload and urgency of other projects. Once a request has been submitted expect a response, including completion date, within two full working days.
ESPAÑOL, POR FAVOR
To have your materials translated to Spanish you may:
• Handle this in your department.
• OR provide at least one week lead time for the Marketing and Communications team to have your materials translated.
SPELING; GRAMMER
• Proof your materials! Have someone outside of your team review your materials and emails to double-check for typos, correct grammar, and readability. Use Word spellcheck or Grammarly for suggestions.
• Be mindful of sending multiple messages to an audience, as it can lead to confusion or over-saturation. If sending the same message, indicate that it is a reminder in the subject line.
• Before sending messages, check with other departments about when they are sending communications to streamline the amount of information our stakeholders receive.
PRINT MATERIALS
Each department is responsible for the printing of their own materials, unless a 3rd-party print service is consulted. To ensure quality, print materials should not be copied. Print directly from a computer or ask Communications to submit a new order of materials. (Consult your supervisor to confirm the project fits within your budget.)
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DESIGN LOGOS
Official ready to use logos can be found in the X:drive #Communications\Communications_External\Marketing Materials for Staff\Logos
The Master logo is turquoise and tangerine. (See next page for color codes.)
Provide margin between logo and text.
Provide margin between logo and text.
Approved single-color logos include black, white, school turquoise, and school tangerine. There is one example of an approved dual-color logo (aside from the Master logo) below.
NO-GOS
Do not stretch the logo. Do not change the logo colors. Do not manipulate the logo.
CR IS T O R E Y J E S U I T H I G H S C H O O L CR IS T O R E Y J E S U I T H I G H S C H O O L 5
LOGO PLACEMENT
The Cristo Rey logo should be placed in a promient position on your document. The ideal location is the upper right or upper left-hand corners of the page.
The logo should be oriented vertically on the page and not be rotated. Avoid placing the logo on colors other than the approved school turquoise, tangerine, dark blue, black, white or grey.
MASCOT
• The Puma is the school mascot. The student body determined that the “leaping puma” would be used as the mascot.
• The Puma image should not be used in place of the logo and should only be used on Spirit Wear and other student-centered communications.
• The Puma should only appear in school approved colors and its use must be approved by the Communications Office
Puma logo can be found in the X:drive #Communications\Communications External\Marketing Materials for Staff\Logos\Activities\Puma Mascot
COLORS
RGB CMYK HEX
R: 0 C: 100% #00a7ce
G: 167 M: 19%
B: 206 Y: 0%
TURQUOISE
TANGERINE
PANTONE
K: 19% PMS 312
RGB CMYK HEX
R: 255 C: 0% #FFA400
G: 164 M: 36%
B: 0 Y: 100%
DARK BLUE
PANTONE
K: 0% PMS 137
RGB CMYK HEX
R: 31 C: 54% #1F2A44
G: 42 M: 38%
B: 68 Y: 0%
PANTONE
K: 73% PMS 533
CMYK colors should be used when outsourcing printing. RGB is used for web and digital projects.
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FONT
The official school font is Arial. All printed and written materials, including emails, should be in Arial. If you wish to use a different font, it must be approved by the Marketing and Communications Department.
If there you have a limited list of fonts due to software limitations, consult the Communications Office for assistance.
FORMAT AND SPACING
• One-inch margins should be observed when drafting letters and other official documents.
• One and a half inch margins from the top should be used when printing on school letterhead.
POWERPOINT TEMPLATES
PowerPoint templates created by the marketing and communications department should be used for all external presentations.
Major design changes to these slides should be approved by the Marketing and Communications Department.
PowerPoint template can be found in the X:drive #Communications\Communications_External\Marketing Materials for Staff\PowerPoint
LETTERHEAD
Official school letterhead is kept in the copy room on the main floor. You may also use additional supplies including envelopes, and business cards. Stationary letterhead should be used for all official letters being sent outside of the school community whether that be to a business or an individual.
If the letter is being sent in more than one language, each version of the letter should be written on a new page.
Stationary letterhead should not be used for double-sided printing. There are 2nd sheets available for use when your document is more than one page.
Stationary letterhead should never be copied.
DIGITAL LETTERHEAD
Letters being sent electronically should be sent on digital letterhead. Do not send “editable” documents. Always create a PDF of your documents shared via email.
Digital letterhead file can be found in the X:drive #Communications\Communications External\Marketing Materials for Staff\Digital Letterhead.
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ENVELOPES
• Logo envelopes can be found in the copy room on the main floor.
• White envelopes should be used to send any official school communications.
• Stationary envelopes should be used for any letter that is sent on stationary letterhead.
• When sending other communication materials, a white envelope with a school mailing label, provide by the Marketing and Communications Department, should be used.
BUSINESS CARDS
Only official school business cards ordered through the Executive Assistant to the President should be used. Only official school representatives authorized by the President may request business cards.
An email will be sent out prior to the school year starting to request new, updated, or additional business cards.
THANK YOU AND NOTE CARDS
The Marketing and Communications Department always has general note cards and thank-you cards for all departments to use.
These cards can be sent to parents, students, donors, prospective students and parents, corporate partners, community members, etc.
If large quantities of cards are needed, contact the Marketing and Communications Department.
MAILING LABEL
The Executive Assistant to the President and the Marketing and Communications Department can prepare and print mailing labels as needed.
The official approved mailing label format can be found in the X:drive #Communications\Communications External\Marketing Materials for Staff\Mailing Label
EMAIL SIGNATURES
For instructions on how to change your signature visit: bit.ly/ChangeCristoReyEmailSignature Use the template below and personalize it with your contact information.
First & Last Name | Job Title
Cristo Rey Jesuit High School
2924 4th Avenue S, Minneapolis, MN 55408 P: 612-545-xxxx C: xxx-xxx-xxxx
www.cristoreytc.org
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NAMETAGS FOR EMPLOYEES
All school employees will be provided nametags and school ID cards soon after hire.
Name badges should be worn whenever representing the school to external audiences such as Parent-Teacher-Student conferences, school fundraisers, community events. Non-paid community members may be provided a name tag or ID with the approval of the President.
NAMETAGS FOR GUESTS
School guests should be provided a nametag whenever possible, especially for special events such as school fundraisers or community events.
• Each department is responsible for maintaining their own nametags and nametag holders.
• Blank name tags for guests should still include the school logo.
• All nametags should be created using the approved template.
Name badge template file can be found in the X:drive
#Communications\Communications External\Marketing Materials for Staff\Nametags
PHOTOS
The Office of Communications will make every effort to document important school events with photos and maintain a well-stocked inventory with a variety of images on Media Drive. These images can be used in marketing communications and other school materials.
If there is a school event that should be documented, please alert the Communications Office and an effort will be made to attend and take photos.
However, photos do not have to be taken by the Communication in order for it to be used. Photos taken by other school community members or outside photographers are welcomed to be added to the collection of images in the Media Drive.
MEDIA RELEASE
A media release is a contract between the photographer and the entity that takes part in a photo. It's written permission that allows the photographer or another party to use the image. The agreement provides rights to publishing on various media platforms.
A media release is signed by all students, faculty and staff. Images or video of Cristo Rey students, faculty, staff and CWSP partners are allowed to be taken and used for school purposes. It is common courtesy, however, to inform an individual to the best of our ability, how their image will be used.
Images or video taken of students from other schools are not allowed to be published.
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