THE AMERICAN SCHOOL IN ENGLAND
Our story and mission
TASIS is a family of international schools that welcomes young people from all nationalities to an educational community which fosters a passion for excellence along with mutual respect and understanding. Consistent with the vision of its founder, M. Crist Fleming, TASIS is committed to transmitting the heritage of Western Civilization and world cultures: the creations, achievements, traditions, and ideals from the past that offer purpose in the present and hope for the future. Seeking to balance the pursuit of knowledge with the love of wisdom, and promoting the skills of lifelong learning, an appreciation for beauty, and the development of character, each school combines a challenging academic program with opportunities for artistic endeavor, physical activity, and service to others. Believing in the worth of each individual and the importance of enduring relationships, TASIS seeks to embody and instill the values of personal responsibility, civility, compassion, justice, and truth.
Core Values
The School's purpose is to realize its core values. We believe that: every learner has the gift of innate curiosity that we can nurture into life-long learning; all our learners can develop the ability and confidence to flourish and become who they truly are; and building a vibrant, joyful, and healthy community of principled, open-minded, and compassionate individuals is why TASIS exists.
Commitments
We realize our values through our passion as educators and the following commitments: We promote multiple pathways for each learner throughout our school environment, our programs, and our community. Our commitment to nurturing intellectual curiosity prepares each learner for the opportunities and challenges of the future. We encourage continuous personal growth through active engagement and a desire to seek and learn from experiences. Through a balance of support and challenge, students flourish as creative, reflective, and resilient owners of their learning. We foster connections and collaboration in our community of learners by cultivating supportive relationships and celebrating the unique contributions of each member.
Please do not change the position of the wordmark or alter the space between it and the crest.
TASIS England Logo
Clear space around the mark should be equal to the height of the lower portion of the crest.
THE AMERICAN SCHOOL IN ENGLAND
TASIS England Logo - Other uses
THE AMERICAN SCHOOL IN ENGLAND
THE AMERICAN SCHOOL IN ENGLAND
Stacked -
Proxima Nova font
Wide versionProxima Nova font
Wide versionProxima Nova font
TASIS England Logo - Reversed
THE AMERICAN SCHOOL IN ENGLAND
THE AMERICAN SCHOOL IN ENGLAND
Don’t change the orientation or the order of the elements in the crest.
Don’t put TASIS below the crest. It must be on top.
Don’t stretch, compress, or otherwise change the proportions.
Don’t change the colours or add new colours
Don’t append or add other elements.
TASIS
THE AMERICAN SCHOOL IN ENGLAND
Don’t separate the illustrations or use them individually. Don’t change the font in the workmark or the locations
BEACH CLUB
Our Colour Palette
The primary colour pallete of TASIS red and TASIS blue are to be used across any TASIS design collateral. A secondary colour of a smoke grey can be used as a complimentary colour only.
C
C: 0 M: 100 Y: 80 K: 5
R: 200 G: 16 B: 46
HEX: C8102E
2758 C
C: 100 M: 83 Y: 0 K: 47 R: 0 G: 30 B: 98 HEX: 001E62
Secondary Colour Palette
C
C: 47 M: 36 Y: 36 K: 17
R: 135 G: 137 B: 137 HEX: 898989
PANTONE
The Primary font is Proxima Nova for use in offline and online advertising and internal templates It is a modern sans serif font that helps to convey the more current side of our school and has a softer warmer nature more indicative of our latest tone of voice document.
In email correspondence, substitute this typeface with Verdana.
Descriptions of how to use different weights can be found here
Our Fonts Proxima Nova
BOLD :
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRr
Ss TtU uV vW wX xYyZz 12345678 9
REGULAR:
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRr
Ss TtUu Vv Ww Xx Yy Zz 123456789
THIN:
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRr
SsTtUu VvWw Xx Yy Zz 123456789
They’lldiscover their own path with us
The new TASIS England advertising templates are designed with a NEW tone of voice, and look and feel. Offline and online templates can be requested from the Marketing & Communications department.
Image of boy and girl preferably , showing diversity, warmth and respect
Headline - Proxima Nova Bold - 80% width of advert
Templates - Other examples
Typography System
Official Name: TASIS THE AMERICAN SCHOOL IN ENGLAND
Fonts for Print
• Headline font for TASIS: ADOBE TRAJAN PRO
• Text: Proxima Nova
Substitute fonts when above are not available:
• Headline font: TIMES NEW ROMAN, SMALL CAPS
• Text font: Helvetica family
Fonts for Web
• For the latest guidance, please refer to “Responsive Custom Content Guide” developed in conjunction with Finalsite and TASIS Lugano and optimized for the Composer platform.
• Headline font: ADOBE TRAJAN PRO
• Text: Proxima Nova
• These fonts are built into the site-wide CSS style sheets for TASIS ENGLAND website.
Accessibility
Making our design and content more accessible for every user is something we see as the right thing to do. We strive to make sure our content and our presentation follows best practices that include: 1. Dyslexia Friendly Text; 2. Accessible Formats and 3. Website design.
English Language
• TASIS uses American English except with the IB (International Baccalaureate) Program, where official (local legal) documents should be in UK English.
• TASIS uses the Anglicized versions of city and country names (Italy, not Italia; Lucerne, not Luzern)
Numbers Layout
• Spell out numbers one through nine; for 10 and up, use Arabic numerals (Exception: when reasonable, spell out numbers that start a sentence.)
• The AP Stylebook maintains that within prose, it is appropriate to use a comma between sets of three numbers: 678,205 or 5,789
• Phone numbers: use + rather than 00 for country codes
• Watch spacing: +41 91 960 5151
• ’75 (apostrophe before the year; note apostrophe is open, not closed: ’75, not ‘75)
Money
TASIS uses the American system of separating sets of three numbers with commas and using decimal points to separate pounds and pence. Example: £45,000.50 = 45 thousand pounds and 50 pence. Or please use the format GBP 9,999.00 (not 9,999.00 GBP).
Spacing
• Always use only one space between a period/exclamation mark/question mark and the beginning of a new sentence: She laughed. But did he cry? Yes, he did.
• Use one space after periods, commas, colons, semicolons, exclamation points, question marks, parentheses, and any other punctuation.
• Either indent paragraphs (use the tab key) or use line breaks (skip a line) to indicate a paragraph break.
Abbreviations / Acronyms
• Spell out the months of the year (January, not Jan)
• Do not use periods with the following abbreviations and acronyms: USA/US, EU, RSVP, TASIS, IB (International Baccalaureate), TOK (Theory of Knowledge)
Academic Degrees /Titles
Do not use a title before a name when it is followed by the abbreviation for the degree:
• Incorrect: Dr. Indiana Jones, Ph.D.
• Correct: Dr. Indiana Jones or Indiana Jones, Ph.D.
Capitalize abbreviations for degrees and professional designation and separate them with periods:
• B.A., M.A., M.S., M.Ed., Ph.D.
• Exception: MBA, which is treated like a word rather than an abbreviation due to its common usage.
When degrees are spelled out:
• Master’s, Bachelor’s, Associate’s (possessive)
• Master of Arts, Bachelor of Arts
• Bachelor’s Degree
• Master’s in Education
Capitalize and spell out titles:
• Head of School Bryan Nixon
• Fine Arts Department Chair Andrew Watson
• Upper School Dean of Students Stuart Duncan
• He’ll meet with the Academic Dean on Friday.
Capitalization
• AVOID USING ALL CAPITAL LETTERS in body copy.
• Capitalize proper nouns (person/place/thing): George, Thorpe, Magna Carta Hall, the Fleming Gallery
• When referring to TASIS in documentation: the School (small t, capital S); the Lower School; the Middle School; the Upper School
• Lowercase seasons in general: fall, spring, summer, winter
• Capitalize only when referring to a specific noun: Spring Break, Fall Academic Travel
• Lowercase directions when they refer to a compass: north, southeast
• Capitalize directions when they refer to regions: the American Southwest, Northern European, the Southern Hemisphere
• Capitalize the names of all school buildings (see Buildings & Facilities)
• Capitalize official course names: Biology, English, Theory of Knowledge
• Capitalize division names: Admissions, Technology
• Use Postgraduate (not Post Graduate or Post-Graduate)
Use of Comma
TASIS uses the Oxford (or serial) comma. Red, white, and blue. Not red, white and blue.
Brand Voice
• For all written content, use a warm, friendly, positive, and accessible tone
• Write in succinct English, using shorter sentences, to ensure content is easy to understand. Our audience is international; for many, English is a second (or additional) language
• Avoid the use of double negatives, metaphors, and jargon
The Marketing & Communications team can provide a variety of examples and templates for tone of voice and writing copy for different channels. Please contact the team for more information at marketingdept@tasisengland.org
THE AMERICAN SCHOOL IN ENGLAND