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Clear Water Academy Brand Book

Semper Altius

Content Introduccion Using this Guide About Clear Water Academy Brand Style & Voice Logo - Overview - Elements -Format

-Clear Space -Dimensions -Logo Usage Typography Color Palette

Introduction As an organization, we are committed to continuously work to reach elevated standards in every activity we perform. To accomplish this goal, we have created this document to help all members of our community for sharing the uniqueness of our brand.

Using This Guide By applying this guide, we ensure our brand will maintain its value and visibility. We need to undertake an invariable application of this recommendations to reach a uniform expression of our brand. All of us are called to contribute, in any creative way, to raise the brand identity of Clear Water Academy.

About Clear Water Academy Clear Water Academy is a private Catholic school devoted to fulfill each child’s unique mission for which they were created. Its Integral Formation method of Education, based on the pedagogy of the Legionaries of Christ and the Regnum Christi Movement, supports the develop each child's knowledge, character, faith, and spirit.

Brand Style & Voice -

Simple Caring Accessible Generous Optimistic

We suggest keeping these characteristics in mind when elaborating any kind of written or visual content for Clear Water Academy. These notions will create the feelings and way to convey what make us different. These key elements will help to maintain the presence of our unique style, enhancing the experience of our audience.

Simple: We communicate directly and effectively, with an easy to understand and confident way. Caring: Love, kindness, and compassion defined all we do. Accessible: We are easy to reach, friendly, welcoming and warm. Generous: We are always willing to give and share our time, talents, and treasures. Optimistic: We believe that together, and by God’s grace, we can achieve the impossible.

Logo Overview | Elements | Clear Space | Correct Use | Do’s & Don’ts

Overview Our logo is an important element that represents our school and who we are. It has been specifically designed to depict what we stand for. Friendly and approachable.

Alternate Logo

Elements of the Shield The Shield represents the virtues of the Apostles: their fighting spirit and holy zeal to bring Christ to others.

The Mountain range represents the lifelong journey of our students and community members to reach their summit by leading authentic Christian lives. The clear sky renders the purity of the soul and the Christ-like virtues we pursue while ascending.

Elements of the Shield - Part II We are introducing a key symbol in the mission of Clear Water Academy. The Holy Cross represents our Christian faith. The blue background reminds us of our Blessed Virgin Mary, mother of Christ, and our faith model. The Book stands for the education and formation that CWA's students receive. The Torch enlightens the acquired knowledge of our students with a strong faith. When united, these elements represent the wisdom that today’s leaders shall use to change the world.

Elements of the Shield - Part III SEMPER ALTIUS

Semper Altius or “Always Higher� is Clear Water Academy's motto, but more important, it is a way of life. It implies a constant pursuit of higher Christian ideals in our academics, spiritual lives, character, and service to the Church. The Maple Leaves remind us that as Canadians, we promote the values of freedom, peace, justice, respect, compassion, willingness to work hard, equality, and justice. We are a multicultural, peace-loving nation that defends and protects its democratic rights and the rights of others.

Logo Format The logo is formed with the integration of both the shield and letters. The shield can be used on its own when the identity of Clear Water Academy is undoubted recognized. However, whenever possible the logo should be used in its complete, full color, format (both the shield and text) as the standard. The logo has only two versions: • round • horizontal

Round Version


Logo Clear Space

Logo Dimensions

The logo must always be legible. Do not reduce the logo to a size that may distort or alter the quality or legibility of the logo. If the logo needs to be scaled to a smaller, proportionate, ensure it remains legible.

Incorrect Logo Usage

Incorrect Logo Usage - Part II

A Catholic School - Forming Christian Leaders

Incorrect Logo Usage - Part III

Recommendations Please, do not: 1. Change logo’s orientation. 2. Add extraneous effects to the logo. This includes but is not limited to: bevel and emboss, lighting effects and drop shadows. 3. Place the logo on busy photography. 4. Change the logo colors. 5. Attempt to recreate the logo. 6. Scale the logo unproportionately. 7. Make alterations, additions or substitutions to the words and or colors contained in the logo. 8. Use the logo as a repeated pattern, “wallpaper,� or other decorative device.

Logo and different backgrounds Dark Backgrounds

Color version When placed on a dark background the letters should be white to create contrast so that they are legible.

Logo and different backgrounds Dark Backgrounds

White version Transparent version with white outline. When on a dark background the logo and letters are white, the background remains transparent.

Logo and different backgrounds


Typography LORA BOLD


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Typography Clear Water Academy Semper Altius

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Color Palette

Main Palette RGB 1 27/20 /22 CMYK 29/100/ 100/ 30 HEX #7f1416 Pantone 1815 C

RGB 1 27/20 /22 CMYK 29/100/ 100/ 30 HEX #7f1416 Pantone 1815 C

RGB 29/62/98 CMYK 96/78/37/26 HEX #1d3e62 Pantone 534 C

RGB 29/62/98 CMYK 96/78/37/26 HEX #1d3e62 Pantone 534 C

RGB 29/62/98 CMYK 96/78/37/26 HEX #8ca8c3 Pantone 534 C

RGB 29/62/98 CMYK 96/78/37/26 HEX #8ca8c3 Pantone 534 C

Extended Palette


The warm photographies and imagery should be at the core of all Clear Water Academy communications. The brief for any commissioned work should be in line with the way we apply our brand style. We should look for energetic, fresh, and welcoming styles, without losing the etiquette associated to our brand.

All photographers should convey the dignity and personality of the people portrayed. Images are the most compelling resource for story telling, and should always represent the reality. The child right to privacy and protection in all media should be granted. Keep in mind there are always creatives ways to photograph and create imagery.

Copyright and Credits

All Clear Water Academy’s pictures should be credited in all publication formats. For HQ Images: ŠClear Water Academy/(Photographer's last name is optional) For print publications: Photograph should be credited beneath the image, flushed right or vertically beside the image flushed left or right bottom.

For Web reproduction: Photograph should be credited, beneath the image flushed right. For PowerPoint presentations: Photograph should be credited beneath the photograph, flushed right or on the last page of the presentation.

Partner Activities

Our partners help to bring our message to a wider audience. We love working with other organizations that share our values because we have the opportunity to learn and grow during these endeavors. It is important that co-branded work bring a clear offering to our audience. It is not about who is getting the largest logo, but rather communicating that the partnership is fulfilling and fruitful. We have to project a relationship which is strong, yet relaxed and fluid. The Clear Water Academy’s logo, in this situation, should always be positioned to the bottom right of the page or design, printed and online, in all instances.

Stationary Overview

2521 Dieppe Ave SW, Calgary, AB T3E 7J9 Ph: (403) 217-8448

CWA Brand Book  
CWA Brand Book