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INTERNAL INTERNAL BRANDING BRANDING versio n 1 . 0 ve rs i on 1.0

u p d a te d 02/ 2017

u pdated marc h 2 0 1 7


The DPS internal brand standards provide guidance to departments looking to celebrate their own identity within the organization, while also adhering to the overarching DPS brand standards.

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. At the same time, we are all one DPS and want to ensure that all our entities make the connection back to our brand and our work as a whole.


Table of Contents Determine Your Brand

4

Typefaces

flow chart

6

examples

Logo Lockups

8

Collateral

22

primary colors secondary white background colors incorrect use

9 10 11 11 12 12

print examples powerpoint examples

23 26

Color Palettes

14

primary color department options examples

15 16 17 18

Brand Assets photo library

20 21

28 29

DENVER PUBLIC SCHOOLS | INTERNAL BRANDING

3


DETERMINE YOUR BRAND The first step in establishing a department brand is thinking about its primary audience: external (families, students, community); internal (DPS team members, including teachers, school leaders and school-support staff); or a combination of both. From there, a department can move forward by implementing the correct brand standards. Use the flow chart on the next page as a guide.

4

INTERNAL BRANDING | DENVER PUBLIC SCHOOLS


DETERMINE YOUR BRAND Who is your audience?

?

? DPS TEAM MEMBERS

FAMILIES, STUDENTS, COMMUNITY

(Including teachers, school leaders and school-support staff)

INTERNAL BRANDING D P S D I S T R I CT W I D E B R A N D I N G Materials that primarily target our external audiences like families, students and our community should always prioritize the overall DPS brand. DPS families get 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, the overall DPS brand standards should be followed in all communications.

!

We value each department’s contributions and we want to acknowledge that. Building awareness of your department’s brand internally helps team members understand our organization’s structure and find resources available them within DPS. Remember to use DPS blue as your main color to tie it back to our organization as a whole.

Where can I find the DPS brand standards? Find the DPS brand standards on brandstandards.dpsk12.org.

!


?

FAMILIES, COMMUNITY AND DPS TEAM MEMBERS

What if your department doesn’t have a DPS internal brand?

D P S D I S T R I CT W I D E B R A N D I N G For materials that are targeted – in whole or in part – to external audiences, DPS logo and colors should always be prioritized over department logo and colors. Consider including your department logo as a secondary logo; department logo 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 reference your department or initiative name in headlines, sub headlines and by providing your department’s contact information.

If your department has not yet adopted, or chooses not to adopt an internal brand with a customized logo and color palette, you are always encouraged to use the overall DPS branding. This includes the DPS organizational logo, the DPS primary color palette and collateral templates. However, if you would like to create an internal brand, you may contact the Communications Office by emailing marketing@dpsk12.org. See pages 23-27 on how to build your department brand using your customized color palette.

Visit brandstandards.dpsk12.org to view sample collateral that incorporates your department information without sacrificing DPS districtwide brand standards.

! DENVER PUBLIC SCHOOLS | INTERNAL BRANDING

7


LOGO LOCKUPS DPS has adopted an internal branding model similar to highereducation 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 these 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 submit a request to create your own unique brand within the internal standards, please first check with your department supervisor, then contact us at 720-423-3414 or email marketing@dpsk12.org.

8

INTERNAL BRANDING | DENVER PUBLIC SCHOOLS


Are your materials for an external audience? (Families, students and community members)

Use DPS districtwide branding.

PRI MA RY 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 10, giving departments some individuality while still aligning with overall DPS branding. The optional department tagline also uses Archer and is always in light blue from the primary DPS color palette.

Department Name Tagline Goes Here

OPTION 1: department name with tagline

Department Name Two Lines, No Tag OPTION 2: long name, made into two lines, no tagline

Department Name OPTION 3: department name, without tagline

DENVER PUBLIC SCHOOLS | INTERNAL BRANDING

9


Department Name

Light Purple

Tagline Goes Here

CO LO R S logo lockup

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 Pages 16-17.

Department Name

Dark Purple

Tagline Goes Here

Department Name

Light Green

Department Name

Dark Green

Department Name

Light Pink

Department Name

Dark Pink

Department Name

Light Orange

Department Name

Dark Orange

Department Name

Light Red

Department Name

Dark Red

Tagline Goes Here

Tagline Goes Here

Tagline Goes Here

Tagline Goes Here

Tagline Goes Here

Tagline Goes Here

Tagline Goes Here

Tagline Goes Here


SECO NDA RY logo lockup

The horizontal orientation of the logo is the primary version and should be used whenever possible. The vertical logo should be used on vertical applications and only when spacing does not allow for the primary horizontal version of the logo. No tagline is permitted in the application of this version.

Family and Community Engagement

Student Equity and Opportunity

Transportation Services

Food & Nutrition Services

W HI TE

logo lockup

When the white logo is used, be careful to ensure that the logo is inverted correctly. An easy trick is to look at the mountains in the logo icon. If the snowcaps on the mountains are white, the logo is Food & Nutrition correct.

Services

DENVER PUBLIC SCHOOLS | INTERNAL BRANDING

11


BACKGROUND COLORS logo lockup

Food & Nutrition Services

Food & Nutrition Services

WHITE LOGO: to be used on solid dark color BLACK LOGO: to be used on solid light color The black and white versions of backgrounds backgrounds the logo lockup can be used on a variety of different background colors. Whenever using these versions, it is important for there to be enough contrast between the logo and the background in Food & Nutrition Services Food & Nutrition Services order to make the logo completely PRIMARY LOGO: to be used on white or light gray backgrounds legible.

I N CO R R ECT US E logo lockup

At right are examples of common misuses of DPS department logo 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 confusion and dilutes the DPS brand.

Food & Nutrition Services

Department Name Tagline Goes Here

Department Name

Department Name Two Lines, no tag

Department Name Tagline can not be two lines long, only one.

Department Name Two Lines, no tag


COLOR PALETTES DPS blue is a true representation of our brand and should always be the main color in print and digital applications. Additional color options are available for departments to allow for a unique yet unified look and feel. Customized color palettes encourage individuality while still adhering to DPS brand standards.

14

INTERNAL BRANDING | DENVER PUBLIC SCHOOLS


Are your materials for an external audience? (Families, students or community members)

Use DPS districtwide branding.

P r ima r y Co l o r color palettes

These are the different breakdowns for the primary blue brand color used in the DPS logo. These color values ensure consistent color representation of DPS blue in all print and electronic applications.

DPS BLUE

PANTONE COATED PMS 2935C PANTONE UNCOATED PMS 3005U 4C PROCESS COATED C100 M50 Y0 K0 RGB R0 G118 B189 HEX #0076BD

DENVER PUBLIC SCHOOLS | INTERNAL BRANDING

15


Pantone: 2387 C C100 M50 Y0 K0 R0 G118 B189 #0076BD

DPS BLUE

D E PA RTM E N T color palettes

The graphic at right displays the colors available to departments, with their corresponding color codes. It also represents the color hierarchy and use ratio – with DPS blue always at the top – within each department’s customized color palette.

Pantone: 527 C C65 M98 Y0 K0 R120 G47 B145 #782f91 Pantone: 376 C C51 M3 Y100 K0 R130 G188 B65 #82bc41

LIGHT PURPLE

LIGHT GREEN

DARK PURPLE

2623 C :Pantone C82 M100 Y25 K13 R95 G36 B103 #5f2467

DARK GREEN

347 C :Pantone C82 M4 Y100 K0 R5 G143 B71 #058f47

227 C :Pantone C28 M100 Y30 K2 R178 G31 B100 #b21f64

Pantone: 232 C C7 M77 Y0 K0 R225 G79 B148 #E14F94

LIGHT PINK

DARK PINK

Pantone: 1375 C C0 M45 Y96 K0 R248 G156 B34 #f89c22

LIGHT ORANGE

DARK ORANGE

Pantone: 179 C C9 M98 Y89 K1 R225 G62 B49 #E13E31

LIGHT RED

DARK RED

Pantone: 299 C C71 M18 Y0 K0 R14 G162 B220 #0ea2dc

LIGHT BLUE

NAVY BLUE

GRAY

7579 C :Pantone C8 M72 Y96 K0 R221 G103 B29 #dd671d

187 C :Pantone C22 M100 Y92 K14 R164 G29 B51 #a41d33

7692 C :Pantone C100 M74 Y28 K11 R0 G80 B115 #005073

Cool Gra y 8 C :Pan tone C55 M44 Y39 K6 R135 G134 B135 #878687


O P TI ON S

color palettes

LIGHT PURPLE

DARK PURPLE

LIGHT GREEN

DARK GREEN

LIGHT PINK

DARK PINK

LIGHT ORANGE

DARK ORANGE

LIGHT RED

DARK RED

These are the different color palette options based on the color selected for a department’s logo lockup. The palettes show the proper color hierarchy: DPS blue at top, followed by the logo color, and then each palette’s tertiary colors. This hierarchy of colors can come into play when used for department collateral, such as fliers, brochures, PowerPoints and websites.

DENVER PUBLIC SCHOOLS | INTERNAL BRANDING

17


EXAM P L ES color palettes

PRIMARY

LIGHT ORANGE SECONDARY

LIGHT BLUE TERTIARY

DARK ORANGE TERTIARY

NAVY BLUE

TERTIARY

GRAY TERTIARY

Here are three examples of department logo lockups and how they correspond to their respective customized color palettes.

Recommended use of the color palette in department collateral:

• DPS blue is used for main headers, color bars and dividers

DARK PINK PRIMARY

SECONDARY

LIGHT BLUE TERTIARY

LIGHT PINK TERTIARY

NAVY BLUE TERTIARY

GRAY TERTIARY

• The secondary color (the color selected for the department logo lockup) is used for subheads, color bars and callout boxes • Tertiary colors can be used Food & Nutrition Services for call-to-actions, footers and dividers PRIMARY

LIGHT PURPLE SECONDARY

LIGHT BLUE TERTIARY

DARK PURPLE TERTIARY

NAVY BLUE TERTIARY

GRAY TERTIARY


TYPEFACES Our typographic style is strong, clear and professional. Approved typefaces pair well together and remain legible even when used in small or electronic formats. The typeface guidelines include recommendations for headlines and body copy, as well as versions that can be substituted in Word and on the web when the primary font is not available.

If you need font files for Archer Pro or DIN Pro visit bit.ly/DPSBrandStandards or email marketing@dpsk12.org. Please note that Archer and DIN fonts are fully interchangeable with Archer Pro and DIN Pro.

20

INTERNAL BRANDING | DENVER PUBLIC SCHOOLS


Are your materials for an external audience? (Families, students or community members)

Use DPS districtwide branding.

EXAM P L ES 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. When working in Microsoft Office and in web applications, the identified typefaces can be substituted.

ARCHER PRO

DIN PRO

LIGHT BOOK MEDIUM SEMI BOLD BOLD

LIGHT REGULAR MEDIUM BOLD BLACK

WEB VERSION:

WEB & WORD VERSION:

headline & subhead

subhead & body copy

ROBOTO SLAB

TAHOMA

THIN LIGHT REGULAR BOLD

REGULAR BOLD

WORD VERSION:

ROCKWELL REGULAR BOLD

DENVER PUBLIC SCHOOLS | INTERNAL BRANDING

21


COLLATERAL Confused? Don’t be! The preceding pages were designed to simplify the design choices available to DPS departments. In this section, we’ll outline how a department’s chosen color for its logo lockup – and its corresponding color palette – can be used to create a unified and consistent department brand.

22

INTERNAL BRANDING | DENVER PUBLIC SCHOOLS


Are your materials for an external audience? (Families, students or community members)

Use DPS districtwide branding.

P RI N T EXAM P L ES collateral

This department chose dark pink for its logo lockup, and its corresponding palette is shown. Note how this palette is used in these two pieces of sample collateral.

Food & Nutri

tion Service

HEADL

S U B H E A INE HERE DLINE G , RE OES HER ES HEEperum MAIN TITLE GO ex pli E ED TWO LINES IF NE

• Dark pink is the secondary color and is used for subheads and color bars • Light blue, light pink, navy blue and gray are the tertiary colors used for call to actions, boxes or footers • The headlines are in Archer Pro font; the subheads and body copy are in DIN Pro

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PSK12.ORG CO 80203 | D T | DENVER COLN STREE S | 1860 LIN LIC SCHOOL DENVER PUB

DENVER PUBLIC SCHOOLS | INTERNAL BRANDING

23


P RI N T EXAM P L ES

Department Name

collateral

This department chose light green for its logo lockup, and its corresponding palette is shown. Note how this palette is used in the two pieces of collateral.

Departmen

t Name

MA IN

ER E, A LL CEDAEDPS H EA D ER G O ES H NE

• Navy blue and gray are used as tertiary colors. They make up the footers, divider lines and boxes

RA CORENE

M AD

Ra co ren em liq uu nt ete tco rep ud i a ve ita ud is de nti us an de bit fac cu m de bis on sq u.

HE RE IF CA N BE PLA CE D OP TIO NA L, BU T SU BH EAD ER IS

• DPS blue remains the primary color used for large color blocks and headlines • The chosen logo lockup color – light green – is used as the secondary color for callout boxes, subheads and bullets

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PSK12.ORG CO 80203 | D T | DENVER COLN STREE S | 1860 LIN LIC SCHOOL DENVER PUB

DENVER PUBLIC SCHOOLS | INTERNAL BRANDING

25


P OWE R POI NT EXAMPL ES collateral

This department chose light purple for its logo lockup, and its corresponding palette is shown. Note how this palette is used in the PowerPoint example.

GOALS OR TOPI for presentation in • Goal listed here

• The chosen logo lockup color – light purple – is used more dominantly in internal PowerPoint presentations, as we want the focus to remain on the department giving the presentation

s

one to two sentance

in • Goal listed here

• DPS blue remains the primary color used for the main title slides

CS

s

one to two sentance

in • Goal listed here

s

one to two sentance

in • Goal listed here

s

one to two sentance

in • Goal listed here in • Goal listed here

TITLE OF POW

subtitle goes

here

s

one to two sentance

s one to two sentance

Department N ame Here Use this spac e to list tagline, mission statm ent or summary of presentation.

ER POINT


P OW E RPOI NT EXAMPL ES collateral

This department chose light red for its logo lockup, and its corresponding palette is shown. Note how this palette is used in the PowerPoint example.

TITLE OF POWER POIN T

sub title go es he re

TITLE OF POW

Food & Nutritio

subtitle goes

n Services

• DPS blue remains the primary color used for the main title slides Body copy starts

• Light red is used more dominantly in internal PowerPoint presentations, as we want the focus to remain on the department giving the presentation • The footer logo lockup is optional, but helps tie in the DPS blue and light blue from the color palette

here.

sequam, nimaxim s ent volo coreicae dae sunti aut. repudis initibus accu Nequo voluption dis exerfer erspelen ntistin repe sin nos quis quunti te pore

here

ER POINT

perorpo

T IT L E G O E S HERE Body copy sta

rts here.

Nequo voluption repudis initibu s accus ent vol sequam, nimaxi o coreicae m perorpor min t ad. Quistibus que con prectiant quia vendiciet quis quunti te porent ad eiciis quatumqui istin repe sin exerfer erspel nos dis endae sunti aut . Aturibus, volupt a tetur?

CALL OUT BO X FOR INFO THAT CA N BE HIGHLIGHTED HERE.

• Gray is used for boxes, to help anchor text or highlight more important information

DENVER PUBLIC SCHOOLS | INTERNAL BRANDING

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BRAND ASSETS The DPS Creative Services team has put together a collection of tools that departments can use to build out their brand identity. These tools include templates for fliers and PowerPoint presentations, font and logo information, a photo library and more.

These assets are available for download at bit.ly/DPSBrandStandards or by emailing marketing@dpsk12.org.

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INTERNAL BRANDING | DENVER PUBLIC SCHOOLS


Are your materials for an external audience? (Families, students or community members)

Use DPS districtwide branding.

PHOTO LIBRARY brand assets

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 printed materials. This library is a helpful tool that allows users to search, share and download photos for their projects.

Please email marketing@dpsk12.org to obtain authorization to search and download from the library. Visit the DPS districtwide brand guide for detailed photography guidelines.

DENVER PUBLIC SCHOOLS | INTERNAL BRANDING

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D E N V E R P U B L I C S C H O O L S | 1 8 6 0 L I N C O L N S T. | D E N V E R , C O 8 0 2 0 3 | D P S K 1 2 . O R G

Profile for Denver Public Schools

Denver Public Schools Internal Brand Standards  

The DPS internal brand standards provide guidance to departments looking to celebrate their own identity within the organization, while also...

Denver Public Schools Internal Brand Standards  

The DPS internal brand standards provide guidance to departments looking to celebrate their own identity within the organization, while also...