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BRAND STYLE GUIDE

2021

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

TABLE OF CONTENTS 1

What’s a Brand?

The Definition/Our Definition

Brand Principles

Graphic Guidelines

Logos & Icons

21 Imagery

Photography Guidelines

8 Spacing

Key Practices

Logo Usage: Do’s & Don’ts

Shooting Experiences

Incorrect Uses

Shooting Campus Buildings

TPCS Experience

12 Typography

Shooting Interviews

Delivering On Our Promises

Typography: Web

Shooting Talking Headshots

Our Attributes

Typography: Headlines

Editing Images

Typography: URLs

Typography: Buttons

Typography: Subheads

Stationery Templates

19 Colors

Stationery & Envelopes

Email Signatures

Logo Library

6 30

Communication Guidelines Why Does Brand Communication Matter?

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

What is a brand? It’s words. It’s images. It’s experiences.

Ultimately, it’s a gut feeling. As Traders Point Christian Schools grow, it is vitally important that our art, media, and communication create impressions that draw people into the school allowing us the opportunity to fulfill our mission. These guidelines are a set of principles and standards that help our staff, volunteers, and contractors communicate our mission clearly and consistently. Our brand is a direct reflection of who we are as an organization and of the relationships that we share with our students, our TPCS families, and the public around us. As we launch the TPCS Brand Guidelines for 2021, it’s important for us to follow a structured approach for communicating our brand, to help ensure a consistent and coherent identity. These guidelines outline the basic elements used to communicate our brand. The specifications and design examples within this document are aimed to empower us with the knowledge that we need to effectively express who we are. We ask that you familiarize yourself with this guide and use it as a standard resource when preparing communications on behalf of TPCS.

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

TPCS Experience The TPCS Experience is the overall feeling or emotion that a student, parent, staff, or visitor has about our ministry. By being intentional with our communication and behavorial attributes, a constituent should have the following feelings or experience at Traders Point Christian Schools A Constituent Should Feel.. Valued Knowing they are important and that we want them to be a part of our family here. Achieved through greeting them when on campus, making eye contact and addressing them by name, listening with compassion, considering how decisions or policy changes will affect them, and placing their experience over efficiency or personal preference. Served Accomplished through an attitude of service in everything we do. Joyfully attending to the needs of each individual. Providing a warm and hospitable environment where they feel welcome and treated as family. Confident Through proper communication and consistently delivering on our promises, our constituents should feel confident in choosing Traders Point Christian Schools, trusting our stewardship and knowing that we are diligently working to fulfill our stated mission.

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

Delivering On Our Promises Authenticity Matters. Our brand is who we want to be, but also who we are. TPCS is innovative, distinct, and service oriented. We train scholars, make disciples, and graduate leaders. We create confidence in thought and faith through an education based on a biblical worldview. We do so with a continued concentration on the TPCS Experience; backed by a team of administrators, teachers, coaches, and leaders that stand atop their respective fields. Through consistency and intentionality, we reassure students and families that TPCS is the best choice for academic success and a transformed life in Jesus Christ. Everything we communicate should be consistent with what our customer will actually experience while at TPCS. We should avoid false expectations.

TRAINING SCHOLARS. MAKING DISCIPLES. GRADUATING LEADERS. Traders Point Christian Schools challenges and educates students within a framework of a Biblical worldview while leading them to a personal faith and transformed life in Jesus Christ. We prepare and equip students to reach their highest individual potential and impact the world for Christ.

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

Our Attributes TPCS is Missional Traders Point Christian Schools challenges and educates students within the framework of a biblical worldview while leading them to a personal faith and transformed life in Jesus Christ. TPCS is Relational We live and operate as one family, aspiring to create an environment that is warm, welcoming, and hospitable. We communicate with one another respectfully, always seeking to understand with empathy and compassion, while working to develop life long relationships with our students, families, staff, and faculty. TPCS is Distinct Striving to provide unique programming and opportunities for our students to achieve success through a rigorous curriculum, hands on experiences, and a biblical worldview. TPCS is Innovative Thinking outside the box, being the first to explore new ideas and modern methods in education. TPCS is Service Oriented Students, parents, and guests are the most important people on campus. They are not dependent on us, we are dependent on them. They are not an interruption to our work but the purpose behind it. They are a member of the TPCS family. Through servant leadership we display Christ like behavior in our words and our actions. We place the experience of our guests over efficiency and personal preference. TPCS is Trustworthy We are reliable and deliver on our promises. We do what we say we are going to do. We are educated and knowledgeable in our field and seek to provide the highest level of opportunity to our students and staff while modeling Christ like behavior.

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

Logos and Icons You personally represent Traders Point Christian Schools each time you use our brand. By following these guidelines you contribute to our continued growth and the strength of our brand Whether on screen, in print, on signage, or in apparel, the logo is stable and unchanging. The identity of our logo can only be effective if used consistently and correctly.

Full Color in White Field

Full Color in Color Field

Greyscale in Color Field

EST. 2008

HEBREWS 4:12

Full Color

Greyscale

Full Color

HEBREWS 4:12

Greyscale 7

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

Spacing When using school logos, they should be surrounded with clear space to ensure their visibility and readability. No detailed graphic elements should invade this zone.

Masthead Lock Up Logo

Shield Logo

High School Academic Logo

Allow for space that is half the vertical height of the icon. Implement this clear spacing (in light blue) on all sides, as shown in the example.

Allow for space that is the vertical height of the “K”. Implement this clear spacing (in light blue) on all sides, as shown in the example.

Allow for space that is half the vertical height of the shield. Implement this clear spacing (in light blue) on all sides, as shown in the example.

EST. 2008

HEBREWS 4:12

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

Logo Usage: Do’s and Don’ts The preferred logo use is the standard, two color version. We do provide one color and one color reversed options for specific uses.

EST. 2008

HEBREWS 4:12

TPCS Navy TPCS Silver

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

Avoid incorrect uses of the TPCS logo Do not change the logo

Do not warp, stretch, skew, or slant the logo

TRADERS POINT

CHRISTIAN SCHOOLS

TRAINING SCHOLARS. MAKING DISCIPLES. GRADUATING LEADERS.

CHRISTIAN SCHOOLS

EST. 2008

TRADERS POINT

EST. 2008 S HEBREW 4:12

Do not place the logo on distracting/overly patterned backgrounds

TRADERS POINT

CHRISTIAN SCHOOLS

TRAINING SCHOLARS. MAKING DISCIPLES. GRADUATING LEADERS.

EST. 2008

HEBREWS 4:12

Do not add a stroke or embellishments to the logo such as gradients or elements.

EST. 2008

HEBREWS 4:12

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

Avoid incorrect uses of the TPCS logo When representing a specific department at TPCS, always use the appropriate logo.

Enterprise

Athletics

Academic Crest

EST. 2008

HEBREWS 4:12

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

Typography Typography is one element of brand identity to be used in print, web, mobile and video environments. Helvetica (MAC) or Arial (Windows) are the primary typefaces for Traders Point Christian Schools.

Primary Font (Macintosh)

Primary Font (Windows)

Helvetica Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Helvetica Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Arial Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Helvetica Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Helvetica Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Arial Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

Typography Copperplate Gothic is the secondary typeface for Traders Point Christian Schools.

Secondary Font

Copperplate Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Copperplate Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Copperplate Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

Web Typography Helvetica used for headlines, subheadings, body text and display purposes. Modify body text, font size set to 15-25px. Set line spacing to 120-145% of the point size. Add tracking and kerning to make the text look more roomy. Tracking affects the space between the characters in a group of text. Kerning is the amount of space between two characters. Within Sketch, use less spacing for larger font sizes and more for headlines. Add white space between the headers and the body text. Negative space affects how you focus your attention on content. The spacing between the header and the body text should feel open and light, but not tight enough to signal a clear relationship between the elements. Set white space to 15-30px. Use a line length of 45-90 characters, more will overwhelm the reader.

This is a TPCS font Body Copy Style…

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

Headlines Should follow sentence capitalization, so capitalize the first word and proper nouns and include punctuation. Use titlecapitalization.com if you need help with title case

This is a TPCS font Headline Style…

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

URLs • URLs should always be lowercase and should not include www. • Never hyphenate a URL for line breaks. • Be careful about using a period at the end of a URL when ending a sentence. It can be confusing and potentially cause broken links.

Example: tpcs.org Example: Visit tpcs.org to learn more.

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

Buttons • Buttons should have the first word capitalized • The rest of the words should be in lowercase and without punctuation. • Buttons should be no more than four words.

Example:

Click here

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

Subheads Should follow title case, so you generally capitalize words with four or more letters (AP Style) and will not use punctuation.

This is a TPCS font Headline Style This is a TPCS font Headline Style

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

Colors

Swatch

Color

Pantone

C M Y K

Web#

TPCS Navy

282C

99 86 43 14

13 32 65

#041E42

TPCS Silver

Cool Grey 6C

27 20 20 0

186 188 190

#A7A8AA

White

–

0 0 0 0

255 255 255

#777779

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

Logo Library

EST. 2008

HEBREWS 4:12

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

Imagery Photography and Video Every image tells a story

It’s important that the stories we tell communicate our brand attitudes and principles, additionally they should also: • Show diversity of age, gender, and ethnicity • Engage the viewer as a participant, not an observer • Depict real people, living real moments, avoiding staged scenes or stiff poses

TRADERS POINT CHRISTIAN SCHOOLS

Key practices • Shoot in natural light when possible. • Create depth through foreground-middle-background • Capture a wide variety of angles and views, both vertically and horizontally • Capture scope, but also draw attention to details • Include shots containing empty space for text • Use video to show action or anticipation not just scenery

BRAND STYLE GUIDE • 2021

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

Shooting experiences • When focusing on one subject, capture the emotion (faces not hands) • Focus on the moment in action, the celebration • Use hero angles of the speaker • Capture a variety of gestures and expressions, outbursts of positive emotions, surprise and joy • Include recognizable architecture and background even if just a hint

TRADERS POINT CHRISTIAN SCHOOLS

Shooting Campus Buildings • Call attention to distinguishing characteristics • Feature recognizable landmarks • Express the personality of the location

BRAND STYLE GUIDE • 2021

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

Shooting Interviews and Portraits • Subject looks both at and away from camera • Mix of portrait and landscape • Subject is set apart from background through color player and depth of field • Leave space for text • Use rule of thirds- don’t center subject in the frame • Background related to subject, uncluttered or out of focus and not distracting • Camera is at eye-level or above

TRADERS POINT CHRISTIAN SCHOOLS

Shooting Talking Headshots • Lens is mid range, no wide angles • Lighting is simple and non-dramatic • Background has a behind the scenes feel • Don’t use a side shot of the speaker when addressing the view as it erodes engagement

BRAND STYLE GUIDE • 2021

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

Editing Images • The goal is to provide a consistent look across a wide range of images and settings with strong vibrant colors

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

Stationary templates Stationery

#10 Envelope

Early Childhood 6590 S. Indianapolis Road Whitestown, IN 46075

tpcs.org

Early Childhood 6590 S. Indianapolis Road Whitestown, IN 46075 (317) 769-2450

Lower School 5770 Whitestown Parkway Whitestown, IN 46075 (317) 769-2450

Upper School 5608 Whitestown Parkway Whitestown, IN 46075 (317) 360-0468

Lower School 5770 Whitestown Parkway Whitestown, IN 46075

Upper School 5608 Whitestown Parkway Whitestown, IN 46075

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

Email signatures Email Signature

Add/Change Your Email Signature

Jane Doe

1. Open Gmail in browser

2. Go to Settings

2. Click on upper right corner Gmail account

3. Click on See All Settings

3. Click on Manage Google account

4. Click on Edit Signature

4. Update photo to staff photo

Director of Xxxxxxx Xxxxxxx Traders Point Christian Schools Office: (317) 360-0000 Direct: (317) 360-0000

Email Button Photo

Add/Change Your Button Photo

tpcs.org

NOTE: • Use normal size, black text, sans serif font, name in bold • TPCS logo masthead will be provided.

TRADERS POINT CHRISTIAN SCHOOLS

BRAND STYLE GUIDE • 2021

Why Does Communication Matter?

If you use words, you communicate on behalf of Traders Point Christian Schools. Emails, social media, conversations...they’re all opportunities for you to represent our ministry and constituents. Providing consistency with our brand improves our recruitment and retention efforts and gives us a greater opportunity to fulfill our mission to a larger constituency. Whether it’s attracting new families to our school or nurturing the relationships we have with current families, proper communication is what drives our success. These values and guidelines are here to assist us in removing obstacles that may get in the way of a positive TPCS experience. Any deviation from these guidelines should have prior approval from the Director of Constituent Relations.

tpcs.org

Early Childhood 6590 S. Indianapolis Road Whitestown, IN 46075 (317) 769-2450

Lower School 5770 Whitestown Parkway Whitestown, IN 46075 (317) 769-2450

Upper School 5608 Whitestown Parkway Whitestown, IN 46075 (317) 360-0468