FPCS Style Guide

FRIENDSHIP VISUAL BRAND GUIDELINES

Table of Contents 1.0 The Friendship Public Charter School Brand 1.1 Why Friendship Public Charter School?

1.2 Friendship Campus Branding 2.0 The Friendship Signature Elements 2.1 Clearspace 2.2 Background Control 2.3 Color Palette 2.4 Typography 2.5 Secondary Graphic Elements 2.6 Imagery 2.6.1 Imagery: Students 2.6.2 Imagery: Teachers 2.7 Cover Grids +Logo Placement 2.9 Logo Variations 2.8 Advertising Creative

Friendship Visual Brand Guidelines

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1.0 The Friendship Public Charter School Brand Toolkit Friendship Public Charter School’s visual identity is how the school presents itself to the world. Brand identity is a major corporate asset that must be reproduced consistently in all forms of communications.

This style guide provides the basic rules for reproducing the Friendship logo as well as marketing collateral and advertising.

Within the style guide, you will find specifications for using the logo, color palette and typefaces to create compelling and consistent brochures, collateral and advertising.

Consistent application of the Friendship visual style will reinforce Friendship’s name and identity, resulting in heightened awareness and understanding of the Friendship brand. Please make use of these guidelines and the approved digital logo artwork, whenever producing Friendship’s-branded communications.

Friendship Visual Brand Guidelines

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1.1 Why Friendship Public Charter School?

Since its establishment in 1997, Friendship has grown to become the largest public charter school on the East Coast. With over 4,000 students from pre-kindergarten through grade 12, Friendship’s eight campuses span throughout Washington, D.C. and Baltimore.

Friendship’s mission is to provide a world-class education that motivates students to achieve high academic standards, enjoy learning and develop as ethical, literate, well-rounded and self-sufficient citizens that contribute actively to their communities.

In order to grow Friendship’s brand, the identity needs to be highly recognizable to teachers, students and parents. Friendship focuses much of its time on teacher and student recruitment, which is why branding the visual elements including the logo, color palette, typefaces and taglines are essential.

Friendship has embraced the identity of “Learn.

Achieve. Grow.” Repetition of this tagline will create brand cohesiveness throughout creative materials.

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Friendship Visual Brand Guidelines

1.2 Friendship Campus Branding To brand all of Friendship’s campuses as part of the Friendship family, the following are recommendations for names on second reference. Being that Friendship name is the key element that defines each school’s identity, it will appear first.

Chamberlain Elementary | PK-8 “Friendship’s Chamberlain” Southeast Elementary Academy | PK-5 “Friendship’s Southeast” Woodridge Elementary and Middle | PK-8 “Friendship’s Woodridge” Blow Pierce Junior Academy | 4-8 “Friendship’s Blow Pierce” Collegiate Academy | 9-12 “Friendship’s Collegiate” Friendship Academy of Engineering and Technology | 6-12 “Friendship’s Academy of Engineering and Technology” Friendship Academy of Science and Technology | 6-12 “Friendship’s Academy of Science and Technology” These references can either be followed by “campus” or “school.”

Example: He attended Friendship’s Woodridge campus.

Friendship Visual Brand Guidelines

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2.0 The Friendship Signature elements The Friendship signature is made up of two elements: the symbol and the tagline. The signature is a unique piece of custom drawn artwork, and the proportion and arrangement of the symbol and endorsement have been specifically determined. The signature should never be typeset, recreated, or altered in any way.

Whenever possible the Friendship signature should be reproduced in full color.

Symbol

Tagline

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Friendship Visual Brand Guidelines

2.1 Clearspace Clearspace should be observed around Friendship’s signature to maintain its integrity. This clearspace isolates the signature from any distracting graphic elements, such as copy photography, or background patterns.

If the minimum clearspace is not applied, the signature’s impact will be compromised.

Clearspace

x

x

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2.2 Background Control By controlling the background or the Friendship logo, the legibility of the mark can be ensured. When choosing a background color or image on which to place the logo, observe these guidelines.

It is important to ensure that there is sufficient contrast between the logo and the background. The preferred presentation of the logo is on a white or red background.

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Friendship Visual Brand Guidelines

2.3 Color Palette

# WEB

Primary Colors 1797 C

0 - 100 - 99 - 4

227 - 27 - 35

E31B23

7405 C

0 - 10 - 99 - 0

255 - 221 - 0

FFDE00

66 - 61 - 21 - 3

106 - 105 - 147

6B6A94

35 - 16 - 7 - 0

164 - 191 - 215

A3BED7

1 - 31 - 95 - 0

249 - 182 - 38

F9B628

78 - 23 - 80 - 7

59 - 141 - 91

3B8D5C

38 - 61 - 100 - 30

127 - 86 - 34

7E5622

12 - 39 - 46 - 0

221 - 164 - 135

DEA486

3 - 6 - 86 - 0

251 - 226 - 64

FCE241

Symbol Colors

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2.4 Typography The consistent use of a single typeface for all external communications creates a strong visual link between all forms of printed matter while providing a distinctive look associated with the Friendship brand.

The primary typeface chosen for Friendship’s brand communications—Myriad Pro—has a straight forward, contemporary, highly readable quality that supports Friendship’s brand mission.

When using these fonts, no embellishments like shadows, outlines or excessive character spacing should be added. Character width must always remain at 100 percent.

Fonts (Out of Home Advertisement)

Myriad Pro Regular Myriad Pro Bold 29 pt

Fonts (Documents)

HELVETICA NEUE BOLD 40 pt - Titles uppercase

Lucida Sans Body Text

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Friendship Visual Brand Guidelines

First and foremost, we are passionate about education.

We constantly seek new and creative ways to teach, to enable our students to leap over barriers and achieve.

First and foremost, we are passionate about education. We constantly seek new and creative ways to teach, to enable our students to leap over barriers and achieve.

9 pt - Regular

9 pt - DemiBold

2.5 Secondary Graphic Elements Additional elements in our visual system add richness and variety to all communications. The secondary elements of Friendship’s style should include a chalk brush and/or images of family, books and sports.

Charcoal brush

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2.6 Imagery Imagery is an integral and vital part of communications. Images can be used to illustrate, explain, entice or serve as an expression for hard-to-explain ideas.

The imagery that appears in Friendship’s communications—from printed collateral to the Web—has the opportunity to say a great deal about the Friendship’s brand. Images that properly express brand personality can be used for maximum impact and can help differentiate Friendship’s position in the marketplace.

The types of images used for Friendship’s communications should be unique and reflect the style and quality of the brand. This imagery guideline has been prepared to help ensure a consistent look and feel among all images being used for Friendship’s communications.

Specific categories of imagery have been defined and include:

• Students • Teachers On the following pages, example images for each category are provided. Use these examples as a reference when looking for new images.

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Friendship Visual Brand Guidelines

2.6.1 Imagery: Students Friendship students are empowered and strong achievers. To convey this, Friendship’s imagery should show alert and confident students in classroom settings.

Friendship Visual Brand Guidelines

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2.6.2 Imagery: Teachers Friendship’s teachers are committed. Our imagery should reflect teachers enjoying their professions and using various tools to educate students.

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Friendship Visual Brand Guidelines

2.7 Cover Grids + Logo Placement Friendship’s print materials are constructed based on a grid system. Grids offer designers the flexibility needed to organize materials in a variety of formats, distinguishing running heads from main titles, for example, or separating captions from text.

Used well, the grid system can reinforce a sense of consistency and organization that will help to project the personality, values and vision of Friendship.

US Letter Page Horizontal - Postcard

US Letter Page

Custom Formats

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2.7.1 Grid Examples

Headline goes here Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Pellentesque luctus laoreet malesuada. Etiam et vulputate urna. Duis tincidunt neque sit amet leo interdum quis convallis magna porta. Aenean leo felis, faucibus ut sollicitudin eu, fermentum a eros. Nunc eu dolor id mauris bibendum faucibus at quis mauris.

Headline goes here Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque luctus laoreet malesuada. Etiam et vulputate urna.

Duis tincidunt neque sit amet leo interdum quis convallis magna porta. Aenean leo felis, faucibus ut sollicitudin eu, fermentum a eros. Nunc eu dolor id mauris bibendum faucibus at quis mauris. Morbi justo lorem, pharetra eget convallis a, consequat non nisl. Integer pellentesque fringilla diam, vitae feugiat odio placerat vitae. Cras sed mauris sit amet purus placerat accumsan. Praesent gravida ipsum id massa consequat nec auctor dui porta. Aliquam faucibus facilisis lectus, sit amet sagittis orci tincidunt lacinia.

Nam quis arcu orci. Cras adipiscing elementum odio non auctor. Nulla vitae bibendum diam. Ut vehicula pellentesque iaculis. Aenean sit amet hendrerit tellus. Nullam sed dui eget nulla tincidunt adipiscing quis ut odio. Nunc commodo pulvinar sem vel volutpat. Sed justo libero, accumsan ac bibendum non, bibendum in quam. Donec id risus nulla. Quisque volutpat tincidunt consectetur. Fusce at magna ipsum. Integer aliquam volutpat convallis. Etiam in erat a turpis consequat congue. In nisl turpis, egestas commodo ornare quis, euismod vel tellus. Duis malesuada mattis leo a mattis.

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Friendship Visual Brand Guidelines

HEADLINE GOES HERE Second line goes here

2.8 Logo Variations There are several variations of Friendship’ss logo.

These options are available to provide creative flexibility.

It is important to choose an appropriate logo for a specific creative design and keep consistency within that material. For example, if a brochure is created with the “Learn. Achieve. Grow.” logo, use this logo throughout the material to create cohesiveness.

FRIENDSHIP PUBLIC CHARTER SCHOOL FRIENDSHIP PUBLIC CHARTER SCHOOL

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2.9 Advertising Creative Friendship’s graphic style can also be applied to advertising. When the look and feel that one may see in advertising appears consistently on bill inserts, brochures, Web sites and other points of communication, it reinforces the brand message.

Below is an example of Friendship’s print advertisement using the visual style.

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Friendship Visual Brand Guidelines

Friendship Visual Brand Guidelines

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FRIENDSHIP VISUAL BRAND GUIDELINES

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Friendship Visual Brand Guidelines