Denver Public Schools 2021 Brand Guide

BRAND STANDARDS // REVISED FEBRUARY 2022

IN THIS GUIDE OUR DPS BR A ND

3

DETER MINE YOUR AUDIENCE

4

LOGO STA NDA R DS

5

Incorrect Logo Use

6 7 8 9 10 11

DEPA RTMENT LOGOS

12

Orientation, Clear Space, Minimum Size White Logo Logo Versions Spanish Logo Logo Background Colors

Incorrect Use

13 14 15 15 16 16

COLOR PA LETTES

17

Department Logo Lockup Department Logo Colors

Department Secondary Logos White Logos Department Background Colors

DPS Blue

Primary Color Palette Complementary Color Palette Primary Color Palette in Use Complementary Color Palette

18 19 20 21-22 23

DEPA RTMENT COLORS Department Color Palettes Department Color Palette Examples Department Color Samples

24

25 26 27-29

T Y PEFACE GUIDELINES

30

PHOTOGR A PH Y GUIDELINES

34

R ESOURCES AVA IL A BLE

38

WEB GUIDELINES

46

DPS Typefaces DPS Digital Typefaces Typeface Hierarchy Samples Photography Principals Photos to Avoid DPS Photo Library

Google Docs Google Slides Email Signatures DPS Letterhead, Business Cards and Envelopes Department Resources Icon Library Graphic Pattern Web Colors Department Web Colors Web Fonts Images and Graphics for Web

31 32 33 35 36 37

39 40 41 42 43 44 45 47 48 48 49 2

OUR DPS BRAND We are all one DPS — and we want to ensure that our community members and teammates always make the important connection of the work happening across the district. To help our families and community members understand that all our work is connected, these DPS Brand Standards should be followed in all communications.

If you have questions, please email marketing@dpsk12.org.

DETERMINE YOUR AUDIENCE Students, Families and Community Materials that primarily target our external audiences like families, students and our community should always prioritize the overall DPS brand. DPS families receive a lot of districtwide messages – as well as messages from their individual schools – and at times, it can be overwhelming.

A unified brand builds credibility and gives families the reassurance that DPS is behind all of our efforts. To help our families and community members make the connection back to DPS as a whole, please follow the DPS brand standards outlined in this guide.

Team DPS

Districtwide Initiatives

We value equity and diversity, and we honor the unique visions, missions and contributions of individual departments. Building awareness of your department’s brand internally helps team members understand our structure and find resources available within DPS. In addition to our DPS brand standards, departments may use the department resources outlined in this guide for internal-facing projects. Remember to use DPS blue as your main color to tie it back to our organization as a whole.

For materials that are targeted –

INCLUDING TE ACHER S, SCHOOL LE A DER S A ND SCHOOL-SUPP ORT STA FF

in whole or in part – to external audiences, the DPS logo and colors should always be prioritized over department logos and colors. Consider including your department logo as a secondary logo; department logos must be placed in a less-prominent location to avoid any competition with the DPS organizational logo. You can use the DPS logo and branding and still

NEED DEPA R T MEN T BR A NDING?

reference your department or initiative

Please first check with your department supervisor, then email us at marketing@dpsk12.org.

name in headlines, sub headlines and by providing your department’s contact information.

4

LOGO STANDARDS The Denver Public Schools logo is a reflection of who we are and the benefits we deliver.

These standards are your guide to using the DPS logo correctly and effectively. They provide simple, easy-to-follow directions on logo usage, colors and sizing.

If you have any questions about logo use, please contact the Communications team at marketing@dpsk12.org.

5

Orientation

PRIM A RY LOGO: Horizontal

There are two different orientations of the Denver Public Schools logo — horizontal and vertical. The horizontal orientation of the logo is the primary version and should be used when possible. The vertical logo should be used on vertical applications and when spacing does not allow for the primary horizontal version of the logo.

Clear Space

SECONDARY LOGO: Vertical

Always surround the Denver Public Schools logo with an open area to maximize its clarity and impact.

Follow the minimum clear space (defined by the height of the “P” in the Denver Public Schools logo) to ensure that other graphic elements do not interfere with the logo.

Minimum Size When using the primary logo it should not be used smaller than 1 inch or 72 pixels in width. When using the secondary logo it should not be used smaller than .5 inch or 36 pixels tall.

Historically, we have used a DPS logo with tagline. To keep our brand simple and legible across all materials, we no longer recommend using the tagline logo.

6

White Logo When the white logo is used, be careful to ensure that the logo is inverted correctly.

CORREC T

An easy trick is to look at the mountains in the logo icon. If the snowcaps on the mountains are white, the logo is correct.

INCORREC T

7

Logo Versions There are six total versions of the Denver Public Schools logo. Both the primary and secondary logos are available in DPS blue, white and black.

PRIM A RY

SECONDA RY

DP S BLUE LOGO

W HITE LOGO

BL ACK LOGO CLICK HERE TO DOWNLOAD DPS LOGOS

8

Spanish Logo To ensure effective communication with our diverse community of students, teachers, and families, the Denver Public Schools logo is available in Spanish in all versions (primary, secondary, DPS blue, white and black) as shown on the right.

PRIM A RY

SECONDA RY

DP S BLUE SPA NISH LOGO

For logos in other languages, please email us at marketing@dpsk12.org.

W HITE SPA NISH LOGO

BL ACK SPA NISH LOGO

9

Logo Background Colors The white and black versions of the Denver Public Schools logo can be used on a variety of different background colors. It is important when using each version that there is enough contrast between the logo and the background in order to make the logo completely legible. The DPS blue logo should only be used on white or light gray backgrounds.

DP S BLUE to be used ONLY on white or light gray

W HITE to be used on solid, dark colors

BL ACK to be used on solid, light colors

10

Incorrect Logo Use To ensure the consistency and professionalism of our brand identity, the Denver Public Schools logo must never be altered, improperly reproduced or used inappropriately.

Please help us maintain the proper use of our new logo by adhering to these standards. Prohibited reproductions of the DPS logo are shown here.

INC OR R EC T L OGO S A MPL E S

Don’t use the logo in colors except black, white and DPS blue

Don’t redraw or retype the logo typography

Don’t add text or graphic elements to the logo

Don’t sandwich the logo or stack it with other elements

Don’t place the logo on low contrast backgrounds, images or patterns

Don’t alter individual logo components

Don’t outline the logo

Don’t add effects to the logo

Don’t stretch or distort the logo

CORREC T LOGO Every Child Succeeds

11

DEPARTMENT LOGOS DPS has adopted an internal branding model similar to higher-education institutions and other large school districts.

The main focus is on the DPS logo – our main identifying element that represents our brand at the highest level. Branding is about one voice and the goal of our departmental logo lockups is to achieve a unified look and feel. The department name and an optional tagline provide additional information and customization unique to each department.

If you would like to create branding for your department, please first check with your department supervisor, then contact the Communications team at marketing@dpsk12.org.

12

Department Logo Lockup Each logo lockup uses the same icon, typeface and color as the DPS organizational logo. The department name is in the Archer font, a primary typeface from the DPS brand standards.

In most cases, no acronyms are permitted; please spell out the entire department name.

As seen in the examples to the right, there are three possible configurations for a primary department logo. The color used for the department name can be chosen from the 10 options on page 14, giving departments individuality while aligning with overall DPS branding. The optional department tagline also uses Archer in light blue from the primary DPS color palette.

OP TION 1 Department name with tagline

Department Name Tagline Goes Here

OP TION 2 Long department name, made into two lines, no tagline

Department Name Two Lines, No Tag

OP TION 3 Department name, without tagline

Department Name CLICK HERE TO DOWNLOAD DEPARTMENT LOGOS

artment Is your dep mail E not shown? rg p @d sk12.o marketing ed! to get start

13

Department Logo Colors There are 10 colors to choose from for the name in the logo lockup.

The chosen color will determine a department’s customized color palette, which are shown on page 25.

Department Name Tagline Goes Here

Department Name Tagline Goes Here

Department Name Tagline Goes Here

Department Name If you would like to create branding for your department, please first check with your department supervisor, then email us at marketing@dpsk12.org.

Tagline Goes Here

Department Name Tagline Goes Here

Department Name Tagline Goes Here

Department Name Tagline Goes Here

Department Name Tagline Goes Here

Department Name Tagline Goes Here

Department Name Tagline Goes Here

L IGH T P UR PL E

DA R K P UR PL E

L IGH T GR EEN

DA R K GR EEN

L IGH T PINK

DA R K PINK

L IGH T OR A NGE

DA R K OR A NGE

L IGH T R ED

DA R K R ED

14

Department Secondary Logos The horizontal orientation of the logo is the primary version and should be used whenever possible. The vertical logo should be used only when spacing does not allow for the primary, horizontal version of the logo. No tagline is permitted in vertical logo lockups.

Family and Community Engagement

Student Equity and Opportunity

Transportation Services

Food & Nutrition Services

Department White Logo When the white logo is used, be careful to ensure that the logo is inverted correctly. See page 7 for more details.

Food & Nutrition Services

15

Department Background Colors

PRIM A RY: To be used on white or light gray backgrounds

Food & Nutrition Services

Food & Nutrition Services

The primary, color logo is to be used on white or light gray backgrounds only.

The white and black versions of the W HITE: To be used on solid, dark colors BL ACK: To be used on solid, light colors logo lockup can be used on a variety of different background colors. When using these versions, it is important for there to be enough contrast between the logo and the background inFood order to & Nutrition Services Food & Nutrition Services make the logo completely legible.

Incorrect Use At right are examples of common misuses of DPS department logo Food & Nutrition Services lockups. They include incorrect color and font, letter capitalization, number of lines and poor contrast backgrounds.

We also ask that departments do not incorporate or substitute any additional logos or artwork into their department lockup. This creates confusionFood and & Nutrition Services dilutes the DPS brand.

Tagline Goes Here

Food & Nutrition Services

Don’t change the tagline color or font

Food & Nutrition Services

Don’t place the logo on low contrast backgrounds

Don’t change the department name font

Don’t add or replace graphics within the logo

16

COLOR PALETTES The approved DPS palette is a dynamic mix of colors centered around the DPS blue color.

When used together, the colors provide many creative possibilities aligned with DPS brand standards.

If you have any questions about DPS brand colors, please contact the Communications team at marketing@dpsk12.org.

17

Primary Color DPS blue is a true representation of the brand. DPS blue should be used as the main color in all applications. Additional color options for complementary use and department branding are illustrated on the following pages.

DPS BLUE

PA N T ONE C OAT ED

P M S 2 9 35 C

PA N T ONE UNC OAT ED

P M S 3 0 05U

CM Y K

C10 0 M5 0 Y0 K0

RGB

R0 G118 B18 9

HE X

#0 076BD

18

Primary Color Palette The approved DPS palette is a dynamic mix of colors meant to balance the primary DPS blue color. When used together, the colors provide many creative possibilities while still aligning to DPS brand standards.

P R IM A RY

DPS BLUE

SEC ONDA RY

LIGHT GREEN

PM S 376 C C51 M3 Y10 0 K0 R13 0 G18 8 B65 HE X # 82BC 41

T ER T I A RY PM S 2 9 9C LIGHT BLUE

LIGHT ORANGE CLICK HERE TO DOWNLOAD COLOR SWATCHES

C71 M18 Y0 K0 R14 G162 B2 2 0

PM S 7692 C NAVY BLUE

C10 0 M74 Y2 8 K11 R0 G8 0 B115

HE X # 0E A 2D C

HE X # 0 05 07 3

PM S 1375 C

PM S C O OL GR AY 8 C

C 0 M4 5 Y96 K0 R 24 8 G15 6 B 3 4 HE X #F 8 9C 2 2

GRAY

C55 M4 4 Y39 K6 R135 G13 4 B135 HE X # 878 6 87

19

Complementary Color Palette There may be times when additional colors outside of the primary DPS color palette are needed for large or complex projects. These complementary colors are meant for very limited use, only in combination with the primary DPS palette colors found on the previous page.

PM S 3 47C C 82 M4 Y10 0 K0 R 5 G14 3 B71

DARK GREEN

HE X # 05 8F47

PM S 7579C DARK ORANGE

M9 8

R 12 0

Y0

G 47

K0

B14 5

LIGHT PURPLE

HE X #782F 91

PM S 262 3 C DARK PURPLE

Complementary colors are also available for departments to provide a unique yet unified look and feel. Please see pages 24-29 for more details.

M7 7

R 2 25

Y0

K0

G79 B14 8

R 2 25 G62

K1 B 49

G3 6

K13

B10 3

C2 8 M10 0 Y3 0 K 2 R 178 G31 B10 0 HE X #B21F6 4

PM S 179C Y8 9

R 95

Y25

PM S 2 27C DARK PINK

M9 8

M10 0

LIGHT PINK

HE X #E14F 94

C9

C 82

HE X #5F 24 67

PM S 2 32 C C 7

R 2 21 G10 3 B2 9 HE X #DD671D

PM S 527C C 65

C 8 M72 Y96 K0

LIGHT RED

HE X #E13E 31

PM S 187C DARK RED

C2 2

M10 0

R 16 4 G2 9

Y92

K14

B51

HE X #A 41D 3 3

20

Primary Color Palette in Use The following samples show creative options for collateral that maintain a consistent look and feel. The primary color palette should follow the hierarchy shown on page 19.

Recommended use of the primary color palette in DPS collateral: • DPS blue is the primary color and should always have the largest representation.

• Light green is a secondary color that can be utilized for color bars, call out boxes and headlines.

• Light blue and light orange should be used in fewer instances for icons and call-to-action buttons.

• Navy blue can be used for footers and dividers.

• Gray should be used for body copy (80% gray) or text boxes (7% gray).

Find this template and more at bit.ly/DPSTemplates.

21

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22

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Complementary Color Palette in Use

DE MO GR AP HIC DATA FO R SE NIO TE AM LE AD R/ S: Eth nic ity

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23

DEPARTMENT COLORS Customized color palettes encourage individuality while still adhering to DPS brand standards.

There are ten color palettes, based on our DPS primary and complementary colors, available for departments to choose from to allow for a unique yet unified look and feel.

If you would like to create branding for your department, please first check with your department supervisor, then contact the Communications team at marketing@dpsk12.org.

24

Department Color Palettes Department color palettes, for internal use, are shown at right. These color palettes were created using our DPS primary and complementary colors.

Based on the color of a department’s logo lockup, the corresponding palette may be used.

LIGHT PURPLE

DARK PURPLE

LIGHT GREEN

DARK GREEN

LIGHT PINK

DARK PINK

LIGHT ORANGE

DARK ORANGE

LIGHT RED

DARK RED

The palettes show the proper color hierarchy: DPS blue at top, followed by the logo color, and then each palette’s complementary colors. This hierarchy of colors can come into play when used for department collateral, such as fliers, brochures, slides and websites.

If you would like to create branding for your department, please first check with your department supervisor, then email us at marketing@dpsk12.org.

25

Department Color Palette Examples Here are three examples of department logo lockups and their corresponding custom color palettes.

Department of Technology Services TERTIARY PRIMARY

DPS BLUE

SECONDARY

DARK GREEN

LIGHT BLUE

LIGHT GREEN

NAVY BLUE

GRAY

NAVY BLUE

GRAY

NAVY BLUE

GRAY

See the following pages for examples of department color palettes in use.

TERTIARY PRIMARY

DPS BLUE

SECONDARY

DARK PINK

LIGHT BLUE

LIGHT PINK

TERTIARY PRIMARY

DPS BLUE

SECONDARY

LIGHT PURPLE

LIGHT BLUE

DARK PURPLE

26

Department Color Samples

Multilingual Education

This department chose dark green for its logo lockup and its corresponding palette is shown.

27

Department Color Samples This department chose light orange for its logo lockup and its corresponding palette is shown.

Main Head

OPTIONAL

Note how their palette was used in these two pieces of collateral: • DPS blue is used for main headers or as a primary color block.

• Light orange is the secondary color and is used for subheads and color bars.

• Light blue, dark orange, navy blue and gray are the tertiary colors used for call to actions, boxes or footers.

line Goes H

SUBTITLE

ere

HERE

IN ALL CAPS The intro sen tence or im portant inf optional de ormation yo sign eleme u want to hig nt. You can nonserum hlight can also adjust ide nectum go here. Th to accomm ducil ium qu velessi. Fic is is an odate the len i doluptas tem ipit ut gth of copy nis res aut ommolor ep . Deum eum nonseru omnistrua udis expla el m ide necto ist m, , velessi co to test, tempo tatinum du volesto vend rum venie rit iam cil nt ium is eturendu aboribus et qui doluptas n quis sim as deri a pa nis res aut postis. rciae omnistrum reperum re

Place head ing Font is Robo here in light orange . to Slab, Med ium.

Start your

body copy.

Ped modisqu est, voluptio ia voluptati bla quam rer cus, expedi itat et et ius s aut ea sum cum isimet aut arum fug voluptu sae iam re maxim rovid molor link, please it estrumq. us, use Roboto If you need to Medium for insert a the link itse lf: Like This.

If you need to call attent ion to contac number or t informatio email addres n, such as a s, please use an example: phone DPS blue, Ro Contact the boto Mediu Communica marketing@ m. Here’s tions Office dpsk12.org at for more qu estions. one-stop

ommunity The Family and C r Engagement Cente Center is the

nt (FACE) munity Engageme vices Another he The Family and Com munity with free ser ad Please keep ing goes here. families and our com ts, den stu ts nec all headers success. ic dem hub that con aca and cy in the sam -sufficien self ic Sub Heading e color. nom eco ir can be includ to increase the dis

ed, tinguish fro m the header if needed. Please use dark gray to .

Possendaes t et qui nis res alit E: SERVICES INCLUDsimpostis nemodig nihiliquis quasit que es sit id unt, omnim aspicatis vol Fic tem ipit quis ut ommolor uptatatur mi epudis explam , consequ ost as deri a par io. , to test, tem 9 GED classes ciae eum no poritiam abo nserum ide doluptas nis ribus et nectotatinum res aut om du ices 9 Employment servquis simpostis. Posse nistrum reperum re volest cil ium qui o vendis etu ndaest et qu rendun i nis res alit quasit que English, es.

9 Classes to learn

munity and open to all com All services are free more DPS parents. For members — not just ster for regi to and s schedule information on clas se contact: and services, plea any of the classes FACE CENTER

JOHN AMESSE ELE

MENTARY SCHOOL

puter financial literacy, com skills and literacy

5440 Scranton St. 720-424-2961

FACE CENTER

NTA JOHNSON ELEME

work 9 Legal clinics and

RY SCHOOL

s ver Public shopDen Sch

stance 9 Basic needs assi financial assistance

1850 S. Irving St. 720-424-2970

and

ools | 186 0 Lincoln

St., Denver,

CO 80203

| 720-423-320

0 | info@dp sk1

2.org | dps k12.org

l support 9 Social-emotiona services

by necessar y, so drop No appointment is 4:30 p.m. between 8 a.m. and

anytime

fac e.d psk 12. org

3-3 054 /ce nte r | 720 -42

28

Department Color Samples

Career and College Success

This department chose dark purple for its logo lockup and its corresponding palette is shown.

C A REER R E A DY, C O L L EG E RE A DY, O R B O T H? What are yo ur interests?

Like to use your hands to bui ld, design, cre ate or repair thin gs?

Do you…

Prefer to work alone or with people?

Like music , art, or writing?

Or are math and sci ence your streng ths?

Enjoy teachi ng children or

Want to own

helping your Knowing you own busine people? r interests wil ss l help you pic one day ? about taking k a potentia related Concu l car eer rrent Enrollm path. Talk to your counse ent classes tied to your lor or colleg interests! e advisor

Explore oth er Career and College optio CareerConnec ns through t. There are your school nine career , like AP, AS fields to exp CENT, CLEP lore in DPS and through Ca reerConne ct: BusinessC

onnect

CreativeCo

MakerConn ect

In DPS, every student has multiple options to graduate dy. rea career and college litary Apprenticeships, mi ng, ini ser vice, industry tra different ks some college – it loo career and That for every student! ays dreamed of lifestyle you’ve alw ’s build your plan! is within reach. Let

nnect

MedConnec

t

EdConnect

PublicS afe

tyConnect

Engineerin

gConnect

TechConne

ct

Hospitality

Connec t

ACEConnec t (A student s with pathway for unique nee ds)

Concurren t Enrollment is for EVERYO Talk to you NE! r High School Counselor DP S Concur or College rent Enrollm Advisor tod ent Liaison ay, or reach at concurren out to a t_enrollm ent@dpsk12. org.

Plan for you

CO LLE GE AN

r future tod

DC AR EE R.D

ay!

PS K12 .OR

G

Career and

Concurrent

College Succ

Enrollment

ess

sk12.org. legeandcareer.dp LEARN MORE: col

#MyPlanDPS

29

TYPEFACE GUIDELINES Our typographic style is strong, clear and professional.

Approved typefaces pair well together and remain legible when used in small or electronic formats. These typeface guidelines include recommendations for print as well as web substitutions when our primary fonts are not available.

If you have any questions about DPS typeface guidelines, please contact the Communications team at marketing@dpsk12.org.

30

DPS Print Typefaces DPS has two primary typefaces: Archer Pro and DIN Pro. The primary typeface for headlines is Archer Pro, while DIN Pro is used mainly for body copy. Both typefaces can be used for subheads.

Note that body copy should be used in gray, white or 85% black. We rarely use 100% black.

Our secondary font options are Pea Carol and Alkaline. These can be used for callouts or materials that require a more playful style.

P R IM A RY

ARCHER PRO

DIN PRO

HE A DL INE S & SUBHE A D S

SUBHE A D S & BODY C OP Y

Light Book Medium Semibold Bold

Light Regular Medium Bold Black

SEC ONDA RY

Pea Carol L IMIT ED USE

Please note that Archer and DIN fonts are fully interchangeable with Archer Pro and DIN Pro. SEC ONDA RY

Alkaline L IMIT ED USE

CLICK HERE TO DOWNLOAD FONTS

31

DPS Digital Typefaces Many digital applications (websites, Google docs, slides, etc.), require the use of alternate typefaces. The fonts shown on the right are widely available on these platforms and maintain our DPS brand look and feel.

GOOGL E FON T S

ROBOTO SLAB HE A DL INE S & SUBHE A D S

Thin Light

ROBOTO

SUBHE A D S & BODY C OP Y

Light Regular

Regular Bold

Bold Black

Shadows Into Light L IMIT ED USE

To use these DPS brand fonts in Google applications, open a file (Google Doc, Google Slides, etc.), navigate to the font name in the menu bar and select “More Fonts” from the dropdown menu. Search for the desired font using the search bar in the top left and then select the font you’d like to use. You should see it added to the “My Fonts” list on the right. Click “OK” to finish.

Damion L IMIT ED USE

W EB SIT E FON T S

ROBOTO SLAB HE A DL INE S & SUBHE A D S

Thin Light

TAHOMA

SUBHE A D S & BODY C OP Y

Regular

Regular Bold

Bold

EM A IL FON T S CLICK HERE TO DOWNLOAD DIGITAL FONTS

Rockwell N A ME & T IT L E

TAHOMA C ON TAC T INFO

32

Typeface Hierarchy Samples Here are examples of how fonts and font sizes can be used together within a single piece of collateral.

Archer Pro Archer Pro

HE A DL INE

SUBHE A D

Archer Pro

Din Pro

Archer Pro

Din Pro

Archer Pro

Din Pro

C A L L T O AC T ION

SEC T ION/ L I S T T I T L E

P UL L QUO T E

Din Pro

BODY C OP Y

Din Pro

BODY C OP Y

Din Pro

Pea Carol

Alkaline

DI S CL A IMER C OP Y

SPECI A L C A L L OU T S

SPECI A L C A L L OU T S

33

PHOTOGRAPHY GUIDELINES Photography is a powerful way to express our identity and is one of our most widely used assets.

We have thousands of photos of DPS students, educators and families available for you to use on your materials. Because all of our photos feature actual DPS community members, we want to ensure they are used in a way that reflects our Shared Core Values. The following guidelines can help.

If you have any questions about these standards, please contact the Communications team at marketing@dpsk12.org.

34

Photography Principles Photography in DPS collateral should have a distinct style that emphasizes color and evokes emotion.

Photographers should look for color opportunities that give images a “standout” quality and provide a sense of depth. It is preferred to have a variety of both wide- and close-framed shots. Subjects, which may be candid or posed, should project a positive, engaging feeling. Overall, images should feel fresh, vibrant and energetic.

It is important that photos highlight the diversity of our DPS community.

All students pictured have approved media releases on file. Adults have verbally consented to have their photo taken at the time of the photoshoot; however if you are using an image of an adult, best practice is to ensure that the person featured is still a part of Team DPS by reaching out to the school where the photograph was taken before using the image.

35

Photos to Avoid When taking or selecting photos for DPS collateral, avoid images that are dark or have dramatic lighting, lack a sense of energy, have unnatural angles or are distracting in some way. For example, classrooms can be visually “busy.” In these cases, a shallow depth of field helps maintain focus on the subject. Likewise, avoid distracting elements in front of the subject. Most importantly, avoid photos that lack authenticity or have weak composition.

In most cases, people should be the focus of DPS photography.

36

DPS Photo Library DPS has developed a photo library of images available for use on DPS collateral. Images are for official use only in DPS publications, websites, presentations and other print materials. This library is a helpful tool that allows users to search, share and download photos for their projects.

If you choose to use photos outside of the DPS photo library, students featured in the images must have media release forms turned in before being shown on DPS collateral.

Please email marketing@dpsk12.org to obtain authorization to search and download from the library.

Search our photo galleries at dps.photoshelter.com.

CLICK HERE TO DOWNLOAD PHOTOS

37

RESOURCES AVAILABLE A unified brand builds credibility and gives families the reassurance that DPS is behind all of our efforts.

One of the easiest ways to align with DPS brand standards is to utilize the resources on the following pages. Choose one of our many templates and quickly customize to fit your needs.

If you have any questions about DPS branding resources, please contact the Communications team at marketing@dpsk12.org.

38

Google Docs Google Doc templates have been created to take the stress out of onepagers. All come with pre-set colors, fonts and placeholder photos. There are multiple options to choose from including single and two column layouts with photo and sidebar options, multipage docs and event fliers.

Place head ing here in lig or DPS blu e. Font is Ro ht green boto Slab, Medium.

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Medium for the link itse lf: Like This.

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DPS blue.

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Main Headline Go

es Here

Main Head line Goes Here

ading here

St., ls | 1860 Lincoln

Denver Public Schoo

Denver, CO 80203

info@dpsk12.org | 720-423-3200 |

| dpsk12.org

in light

green or DP Start your bod S blue. Font y copy. Ped is Roboto Sl modisquia aut arum fug voluptati cus ab, Medium iam re maxim , expedis aut us, cum isim use Roboto . ea sum est et voluptu sae Medium for , voluptio bla rovid molori the link itse quam reritat lf: Like This. t estrumq. If et et ius you nee d to If you need insert a link to call attentio , please n to contac light orange t informatio , Roboto Me n, such as a dium. An exa more questio phone num mple: Contac ns. ber or email t the Commu address, ple nications Offi ase use the ce at marke ting@dpsk 12.org for

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CLICK HERE TO DOWNLOAD GOOGLE DOC TEMPLATES

. Pl can be includ ed, if needed ease keep all he aders in th . Please use Possendae dark gray to e same color st et qui nis distinguish res alit qua . voluptatatur from the hea sit que es sit id unt mi, consequ der. , omnim qui ostio. Fic tem deri a parcia s simpostis ipit ut ommo e eum nonser nemodig nih lor um epu volesto ven dis explam, ide nectotatin iliquis aspica dis eturendun to test, tem tis um ducil ium poritiam abo quis simpos qui doluptas simpostis nem ribus et as tis. Possen nis res aut odig nihiliquis daest et qui omnistrum aspicatis vol nis res alit qua reperum re uptatatur mi, sit que es sit consequ ost id unt, omnim io. quis Denver Pub

lic Schools

| 1860 Linc oln

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CO 80203

| 720-423-320

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.org | dpsk 12.org

39

Google Slides Our Google Slide template is available for use districtwide. The template was created with a variety of premade template layouts, placeholder photos and text boxes, allowing you to fully customize your presentation.

CLICK HERE TO DOWNLOAD GOOGLE SLIDE TEMPLATES

40

Email Signatures DPS email signatures are easy to customize. Choose from one of five options, based on your preferences.

All email signature options include your name, title, contact information, as well as the DPS logo, social media icons and Shared Core Values.

You can customize your signature by choosing to add your department name, pronouns and an additional line, such as a quote or an important message. You can delete any elements that aren’t relevant to you, such as a cell phone number or desk number.

UPDATING STEP ONE:

Choose an

email signat

ure

Our new DP S email sig natures are of the four easy to cus options bel tomize. Cho ow, based on ose one signature opt your prefere ions includ nces. All em e your nam ail well as the e, title, con DPS logo, soc tact inform ial media ico ation, as ns and Sha red Core Val You can cus ues. tomize your signature by department choosing to name, pronou add your ns and an add quote or an itional line important me , such as a ssage. You aren’t relevan can delete t to you, suc any elements h as a cell pho that ne number or desk num ber.

OPTION 1

YOUR EMA

IL SIGNATU

QUICK LIN OP TION 1 OP TION 2 OP TION 3 OP TION 4 OP TION 5 DE TAILED

RE

KS

Standard em + Departme

ail signature

nt name

+ Pronouns

line

+ Additional

line

+ Departme nt name and additio nal line INSTRUCTI

ONS

Standard em

ail signature

Click here

for Option 1

OPTION 2 Standard em ail signature + departme nt name Click here

for Option 2

Find our fu ll email sig nature guid at bit.ly/Em e ail Signature DPS.

LEARN MORE ABOUT EMAIL SIGNATURES

41

DPS Letterhead, Business Cards and Envelopes

NEW! CA R D D E !

SIGN W E N IGNS

BUSINESS

D DES BUS I N ES S CA R

need a department er or footer. If you Do not alter head lines in Rockwell. copy in Tahoma, head rg.

Body k12.o here. @dps goes eting Text to mark , please reach out branded letterhead

DPS letterhead was created using Google Docs, to allow for editing and quick, digital sharing. A PDF version is also available for download.

Single-sided and double-sided branded business cards can be ordered through RICOH using the online form here.

1860 Lincoln St., 8th Floo r Denver, CO 80203

PDFs of DPS branded A-10 and A-2 size envelopes are available to print using your own computer or through RICOH.

p 720-423-00 YOUR NAM 00 E HERE Floor St., 8th c 303-555-00 Job Title, 1860 Lincoln 00 Departmen Denver, CO 80203 email_here@ t Name dpsk12.org

RE YOUR NAME HE Job Title, Department Name

dpsk12.org p 720-423-0000 000 5-0 c 303-55 12.org email_here@dpsk dpsk12.org

O R D E R YO

ls Denver Public Schoo 1860 Lincoln St. Denver, CO 80203

UR NEW C ARD THRO UGH RICOH BEGINNIN G MARCH 1 .

RICOH H UG RO TH RD CA ORDER YOUR NEW G MARCH 1.

IN N N BEGI

CLICK HERE TO DOWNLOAD STATIONERY

42

Department Resources The goal of these departmental resources is to provide teams with the tools needed to achieve a unified DPS look and feel.

If your department has chosen to adopt an internal brand with a customized logo lockup and color palette, you have access to various logo formats, letterhead templates and other assets specific to your department.

Upon request, department letterheads, email signatures and other resources, such as one-pager templates, can also be provided. Please email us at marketing@dpsk12.org for more support.

e Goes Here Main Headlin S E HERE IN ALL CAP OPTIONAL SUBTITL

go here. This is an t to highlight can mation you wan . Deum or important infor e the length of copy The intro sentence venient st to accommodat You can also adju ist, velessi corum el a ent. istru elem n omn desig optional deri a parciae doluptas nis res aut as qui et ium ibus l abor duci am um to test, temporiti nonserum ide nect re am, expl rum is repe m epud ut ommolor nis res aut omnistru velessi. Fic tem ipit l ium qui doluptas nectotatinum duci eum nonserum ide . ostis simp quis ndun volesto vendis eture

e in light purple.

Place heading her , Medium.

Font is Roboto Slab

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goes here.

Another heading color. ders in the same Please keep all hea dark gray to

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St., ls | 1860 Lincoln

Denver Public Schoo

info@dpsk12.org | 720-423-3200 | Denver, CO 80203

| dpsk12.org

CLICK HERE TO DOWNLOAD DEPARTMENT RESOURCES

43

Icon Library Icons – also known as images or symbols – are a great way to communicate your message. They draw attention, quickly sum up an idea and increase readability by breaking up content. As part of our efforts to strengthen and unify the DPS brand, we’ve developed an icon library where you can view and download dozens of icons in multiple colors that fit the DPS style. Icons are available in DPS blue, gray, and white.

We continually add new icons to the library. If you need a specific icon we have not yet created, please email us at marketing@dpsk12.org.

CLICK HERE TO DOWNLOAD ICONS

44

Graphic Pattern Throughout DPS communications, you many see the use of a graphic, triangular pattern. This gives our work a dynamic, unique look and is a good way to break up space or provide a graphic element when photos may not be available.

There are many variations of the pattern included throughout our templates (shown on pages 39-43).

We ask that if you would like to modify the pattern or utilize it for a project other than our premade templates, to please email us at marketing@dpsk12.org.

Denver Publ

HIRING

ic Schools is

TEXT DPSF IELD TO 97211

to learn m

ore!

bus drivers , other positi custodians and ons in the fi eld!

Bi lin gu al ca n di da t e s e n co ur ag e d

t o ap pl y !

45

DIGITAL GUIDELINES Following digital guidelines ensures our websites and digital media are accessible to all members of the DPS community.

These guidelines align with our DPS values and comply with the Federal Office of Civil Rights to ensure users with disabilities and all our community members have equitable access to DPS’ online information.

For more information on web accessibility, please contact the Communications team at marketing@dpsk12.org.

46

Web Colors

A P PROV ED FOR A N Y USE

These colors from the DPS primary color palette have been tested for adequate color contrast and are approved for use on all websites.

DPS BLUE #05 8F47 Colors not listed here do not meet our web color contrast standards and should not be used on DPS websites.

NAVY #0 05073

Use in color bars, headline blocks, headers, footers or background boxes.

GRAY #6 8 6 8 6 8

Use in subheads, footers, buttons, call to actions, icons or background boxes.

A PPROV ED W IT H L IMIT ED USE

LIGHT GREEN #82BC 41

LIGHT ORANGE #F 89C 22

LIGHT BLUE #0E A 2DC

Use as divider lines between columns or as a graphic element within an image.

DO NOT use for text or backgrounds.

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Department Web Colors If you do not see your department color listed here, you may only use your department color within a graphic image (.jpeg, .png, .eps).

However, the color cannot be used as text on a web page. See page 49 for an example of how you can use your department color in a graphic image to be compliant.

Web Fonts These web-safe fonts may be used on all DPS websites. See pages 31-32 for additional font options for email, social media, and Google documents.

A PPROV ED FOR DEPA R T MEN T SIT E S

LIGHT PURPLE #782F 91

DARK PURPLE #5F2 4 67

DARK RED #A 41D 3 3

DARK PINK #B21F6 4

Use as divider lines between columns or as a graphic element within an image.

DO NOT use for text or backgrounds.

ROBOTO SLAB HE A DL INE S & SUBHE A D S

Thin Light

Regular Bold

TAHOMA

SUBHE A D S & BODY C OP Y

Regular Bold

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Web Images Acceptable image and graphic formats include .jpeg, .png and .eps files. High quality images must be used. Alt text is required so that screen readers can correctly identify images. See page 34 for photography guidelines.

C OR R EC T: High-quality image

INC OR R EC T: Low-res image

Web Graphics Some DPS colors are not approved for use on websites when they are used as static text, including light orange, light red, light pink and light green. These colors, however, are approved when they are used in a graphic.

Here’s an example of orange as a graphic element

C OR R EC T: Limited-use colors (light green and light orange) are OK to use in graphics.

INC OR R EC T: Limited-use colors are NOT approved for use as static text on a web page.

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DE N V E R PU B L IC SC HOOL S | 18 6 0 L incol n St ., 8 0 2 0 3 | dpsk12 .or g 50