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BRAND BASICS
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1. BRAND BASICS
1A WHAT IS A BRAND?
Mullen High School has a lengthy and strong tradition in the Denver and Lasallian community. We are proud of who we are and want to take advantage of these strengths. Mullen is celebrating over 80 years of providing the highest quality Catholic, college preparatory education to students from all over the Denver area. We produce National Merit Scholars, priests, college and professional athletes, not to mention many generations of intelligent, conscientious thinkers who have gone out and continue to make an impact on the world. These achievements have required our boldest vision, our biggest thinking and our broad-minded ability and hard work to bring them into being. Building a successful brand is no different. Especially one as prominent and high profile as Mullen High School. The look, feel, and tone contained in these brand standards reflect who and what Mullen High School is and aspires to become. The Mullen High School brand is the result of many different factors coming from many facets of this great institution and its history that ultimately come together to form an impression of who we are in people’s minds. Our brand is much more than a logo, slogan or win-loss record.
Our brand is what students, parents, Educators, alumni, public servants, corporations, prospective families and outside observers all think, feel and respond to when they hear the words “Mullen High School.”
The great successes at Mullen High School have been the result of people coming together to continue the prestigious education, tradition and principles of St. John Baptist de La Salle. We are confident and enthusiastic that, when it comes to building our brand, we can continue and enhance the perception, opportunities and traditions at Mullen High School.
1B WHAT ARE BRAND STANDARDS AND WHY ARE THEY IMPORTANT?
Like the school, our brand has enormous influence. By creating a strong brand, we can continue to shape the way people think about Mullen High School in the community for the better. This document is intended for those responsible for creating communication materials for Mullen High School, from newsletters, school websites, and fundraising materials, to school spirit apparel, student recruitment materials and alumni relations. Using these brand standards will ensure that the message, look and feel of Mullen stays consistent when it goes out to meet the wider community. It is vitally important that, as we build our brand, we are disciplined in the way we present Mullen High School. Hundreds of people are going to touch this brand, and while we urge them all to use their creativity to bring the school to life in the eyes of our various audiences, it is important to do so within the standards set forth in this document.
Great brands build strong bonds with their audiences by being consistent. They are instantly recognizable and immediately stand for something. They speak a common language, despite the fact that they may be speaking to very different people from very different places.
Amid the complexity that is Mullen High School, we encourage creativity and collaboration in building the Mullen brand. We ask our vast community to do this with particular attention and respect for the standards in this document.
