Marian Catholic High School Branding Guidelines 2019

MARIAN CATHOLIC HIGH SCHOOL BRAND STANDARDS

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MARIAN CATHOLIC HIGH SCHOOL BRAND STANDARDS & STYLE GUIDE

2019

TABLE OF CONTENTS 2 Overview 3 Application of Guidelines 4-5 Primary Logos 6 Athletic and Legacy Logos 7 Additional Approved Logos 9 Color Palette 10-11 Fonts 12 Photography 13 Email Signatures 14 Final Note

MARIAN CATHOLIC HIGH SCHOOL BRAND STANDARDS

Overview

“A brand is a story that is always being told.” –Scott Bedbury, CEO of Brandstream The Marian Catholic brand embodies a heritage that spans more than 60 years. It is a unique story, one we all share with pride. Visual representations of the Marian Catholic brand help convey the distinctive identity of the school. The graphic icons, color palette, typography, and related logo elements detailed in this document have been carefully and thoughtfully created to provide a clear image of Marian Catholic. Their consistent use is key to building awareness and recognition of Marian Catholic and the values for which it stands.

These branding guidelines are designed to provide a basic framework for using Marian Catholic logos and their related elements in print materials (e.g. official correspondence, certificates, awards, liturgical and event programs, invitations, etc.), apparel, social media, advertising, and other applications that may arise. They have been reviewed and approved by representatives of all departments.

Please integrate these standards into your internal and external communications and apparel.

Current materials need not be discarded. New items are required to reflect the guidelines outlined in this document.

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Mission Statement

Marian Catholic High School is a Catholic, coeducational, college preparatory high school within the Dominican tradition of study, prayer, community and preaching.

Marian Catholic students seek truth, exhibit personal responsibility, cultivate their individual talents, and demonstrate ethical leadership and Christian service.

The Dominican Blessing

Prayed as a school community at the end of each day: May God, Creator, bless us.

May God, Redeemer, heal us.

May the Holy Spirit enlighten us and give us all we need:

eyes to see with,

ears to hear with,

hands to do the work of God,

feet for walking,

mouths for preaching words of saving power.

May the Angel of Peace watch over us and lead us,

by God’s grace, to the Kingdom.

Amen.

MARIAN CATHOLIC HIGH SCHOOL BRAND STANDARDS

Application of Guidelines

The visual identity of Marian Catholic and its related elements apply to the following: • Letterhead and stationery • Business cards • Publications • News releases, publicity, and media relations efforts • Advertising and promotions • Exhibitions, signage, and presentations • Digital communications and correspondence (e.g., website, email) • Social media • Apparel and merchandise, including uniforms and spirit wear

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MARIAN CATHOLIC HIGH SCHOOL BRAND STANDARDS

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School Logo Guidelines

The Marian Catholic logo consists of two elements: the graphic icon and the wordmark. They are the primary identifiers for Marian Catholic, relating all areas within the school. To protect and improve the school’s brand equity, it is important that all who communicate on behalf of Marian Catholic do so consistently across all platforms.

These visual elements should not be modified in any way. They can be used independently, but are most effective promoting the brand when used together. Abbreviating the wordmark to MC is strictly prohibited because the initials can be easily confused for other academic institutions. MCHS (not M.C.H.S.) may be used in limited application where space is a consideration. It should not be used in external communications. Marian Catholic is always the preferred way to reference the school as primary branding.

Solid white or black logos are preferred in one-color applications. Gold is an acceptable alternative. It is important to have adequate contrast between the mark and the background for optimal visibility, especially when the background is not a solid color. Always make sure the logo and wordmark are legible and clear.

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SIZE AND SPACING Logos should always be reproduced at a size where they are clearly legible. In the medium font style, 5/8” is the minimum size for high-resolution printed materials.

The visual elements should be rendered larger than this minimum size when reproduced via low resolution media and other formats in order to maintain visual clarity and integrity. For all Marian Catholic logo configurations, the logo artwork must be positioned in an area free of other graphic elements. This area is called the clear zone.

The clear zone for Marian Catholic logos is 1/4”. Text, photos, or other objects should not be placed directly adjacent to the logo without the 1/4” minimum space allowed.

1/4”

1/4”

5/8”

5/8”

1/4”

1/4”

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MARIAN CATHOLIC HIGH SCHOOL BRAND STANDARDS

School Seal Guidelines

This is the official Marian Catholic seal. The seal is best reserved for official school documents, signage, and commemorative activities such as administrative communication, diplomas, commencement and convocations, formal events, and ceremonial publications.

Reserving the seal for more formal, sophisticated communications elevates it to a place of honor and importance. It should not be used in less formal applications such as documents related to routine events or correspondence.

SIZE AND SPACING The Marian Catholic seal should never appear smaller than 5/8”wide, and it should appear larger when reproducing via low resolution media and other formats in order to maintain visual clarity and integrity.

The clear zone for Marian Catholic seal is 1/4”. Text, photos, or other objects should not be placed directly adjacent to the logo without the 1/4” minimum space allowed.

1/4”

1/4”

5/8”

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SYMBOLISM OF SCHOOL SEAL The seal is comprised of the following elements: Veritas, or Truth, a motto of the Dominicans, reflecting their call to Preach the Truth (the Gospel of Jesus); the letter M which recognizes our patroness, Mary, Mother of God; the dove, the symbol of the Holy Spirit who provides protection and inspiration; and the Dominican Cross at the base.

OUR NAME We are a Catholic institution; therefore, “Marian” should never be used alone. The preferred name is “Marian Catholic” or “Marian Catholic High School.”

It is acceptable to use “Spartans” with “Marian Catholic.”

In order to avoid confusion with other schools, the abbreviation “MC” should not be used.

TAGLINE Teaching Scholars with a Soul STRATEGIC VISION Every Student, Every Day

MARIAN CATHOLIC HIGH SCHOOL BRAND STANDARDS

Spartan and Legacy Logos

In addition to the primary Marian Catholic logo, wordmark, and seal, additional symbols can be used as school identifiers if approved by the Marketing and Communications Department. Care must be given to preserve the visual integrity of the institution, regardless of which logos are used.

SPARTAN LOGO The Spartan logo is an informal mark primarily used to identify athletic related activities and to promote school pride. Specific applications for the Spartan logo include spirit wear, warm-ups, and sport specific apparel.

The plain version of the Spartan logo may only be used if “Marian Catholic” is printed within the field of view.

LEGACY LOGO The Marian Catholic “m” with the cross in the center is a legacy logo that may be used with approval by the Marketing and Communications Department.

The only exception to this is the Marian Catholic Band, which has ongoing permission to use the logo. Examples of other appropriate usage would be commemorative applications. The legacy logo is only printed in black.

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MARIAN CATHOLIC HIGH SCHOOL BRAND STANDARDS

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Additional Approved Logos Veritas Shield

Veritas Scholarship Benefit

4 Marian Catholic Day of Giving

Parents Club

Alumni Association

Endowment Golf Classic

Annual Fund

Digital Banner/Header

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Usage Guidelines

Maintaining consistency in the way in which our logos are displayed, is essential to preserving a strong brand identity. It is important to use our logos and related elements as they are designed. Always use correct proportions, typography, and placement. These are a few examples of misuses to keep in mind.

Do not distort the logo.

Do not apply affects to logos or wordmarks, including drop shadows or word art.

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Do not use out-of-focus or poor quality artwork to reproduce the signature.

Do not offset wordmark from the logo.

Logo art should not be modified in any way. Photocopied or low resolution images of logo art is also prohibited.

Do not place logos over areas in a photo that may obscure it.

Do not incorporate any logo as a letter.

Do not stack other images over logo.

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MARIAN CATHOLIC HIGH SCHOOL BRAND STANDARDS

Color Palette

The palettes below have been chosen for their consistency and will help standardize color from one medium to the next and across all materials. All commercial apparel and official school apparel, such as uniforms, athletic uniforms, and spirit wear should comply with the official school colors.

FONT COLORS Pantone Print

Digital

Black

C=75 M=68 Y=67 K=90

RGB: 000

Yellow Gold / PMS 123

C=0 M=24 Y=94 K=0

R=255 G=200 B=47

Yellow Gold / PMS 115

C=0 M=12 Y=94 K=0

R=255 G=209 B=65

*For use on coated paper

*For use on uncoated paper

BACKGROUND COLORS Pantone Print

Digital

Gray / PMS 423

C=0 M=0 Y=0 K=44

R=159 G=161 B=164

Yellow Gold / PMS 123

C=0 M=24 Y=94 K=0

R=255 G=200 B=47

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COLOR PALETTE True to our Dominican heritage, the primary school colors are black and white, the colors of the Dominican habit, cross, and shield. Gold was added as an accent color “for a touch of excellence.” For many years, “Vegas gold” or “metallic gold” was used in certain situations. However, Vegas gold is a very challenging color to replicate, especially in apparel. Black and white are the preferred colors in any application, especially where a single color predominates. Yellow-gold is also acceptable, but in limited application. Alternative colors may be used for student activity/club t-shirts.

All material (publications, uniforms, and signs) should be primarily black and white, but may include the yellow gold accent. Logo art should not be modified in any way.

The colors, fonts, and type size proportions used are part of the Marian Catholic identity. Unless materials are created in very controlled environment, or handled by a professional, colors will not always be consistent across different media. The Marian Catholic color palette has been developed for consistency and will help to standardize color from one medium to the next.

MARIAN CATHOLIC HIGH SCHOOL BRAND STANDARDS

Fonts Helvetica Neue

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Used mainly by athletics and activities.

Face: Regular black (small type under M), condensed black (Marian type arced over M) Extended black (large type under M) Specifications: All caps used around M logo. Small size type is 87.5% of large size type (i.e. large type 16 point, small type 14 point)

Goudy Old Style

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Predominantly used by the band and alumni.

Face: Bold Specifications: Small caps are 80-85% point size of initial cap (i.e. initial cap 10 point, small cap 8 point)

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There are three suggested fonts associated with Marian Catholic logos. Specific face and type size/proportions are listed to the left.

PREFERRED FONTS Marian Catholic has purchased Helvetica Neue and Goudy Old Style for everyone to use. Contact the technology department if you need access to these fonts.

Helvetica Neue is a sans serif font which is excellent for print and online. Note that Helvetica Neue is NOT the same as Helvetica. The entire font family (Helvetica Neue, Helvetica Neue Condensed and Helvetica Neue Extended) are used throughout.

Goudy Old Style is a serif font and is best used for more formal occasions. Recommended use is for print, where regular italic, bold, and bold italic faces would be appropriate. When used online, it becomes difficult to read, therefore, online usage should be limited to large type in photo images only.

MARIAN CATHOLIC HIGH SCHOOL BRAND STANDARDS

Fonts Galliard

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Exclusively used in the Veritas circle and shield.

Face: Ultra

Specifications: All caps in name and shield, cap and lowercase date, no size differential. Galliard should never be used when typesetting brochures, flyers, posters, etc. It functions as a display font for the crest only. Use a complementary font (Goudy Old Style, Helvetica Neue) for typesetting needs.

ALTERNATIVE FONTS

Below are fonts available on most computers for alternative use when preferred fonts are not available.

The listed fonts can be bolded or italicized in most computer programs. Please use the following only when printing simple projects from a desktop computer. Multiple choices are offered as each computer has slightly different font options. Fonts are listed in descending order of similarity.

Substitutes for Helvetica Neue Helvetica Arial News Gothic MT Substitutes for Goudy Old Style Calisto Book Antiqua

Times

Verdana

Times New Roman

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SERIF VS. SANS SERIF Fonts fall into two categories, serif and sans serif.

Serif typefaces have small decorative strokes extending from the edges of letters or symbols. Sans serif typefaces are considered more modern and include a variety of widths and shapes. This style of typeface lacks strokes at the ends of letters (hence “sans� serif). In general, serif fonts are easier to read in printed work while sans serif fonts are better for headings/titles or for web use.

No more than two fonts should be used in one design.

MARIAN CATHOLIC HIGH SCHOOL BRAND STANDARDS

Photography

The imagery we use is just as important as our logos, colors, and fonts. Photos should be chosen carefully and thoughtfully to enhance the information we share with parents, alumni, prospective families, and friends of Marian Catholic. Choose photos that best represent Marian Catholic values and the students we serve.

All photos should be high resolution, 72 pixels per inch (ppi) for the web, 300 dots per inch (dpi) for print. Stock photos should not be used.

A repository of photos is available on the school’s shared drive. Clip art should be used sparingly, if at all.

Files can be saved in the following formats, depending on the specific applications: .tif – bitmap image, high resolution – 300dpi. May be used for printing. .eps – vector-based image (can be opened in Adobe® Illustrator®), high resolution – 300dpi. May be used for printing and/or re-sizing. .bmp – bitmap image, medium resolution – 150dpi. May be use for Microsoft® PowerPoint® presentations. .jpg – bitmap image, high resolution/small file size – 300dpi. May be used for transferring signature over the internet. May be used for printing after it is converted from an RGB to CMYK mode (converting files can be performed in Adobe® Photoshop®). .gif – bitmap image, low resolution – 72dpi. Used for web pages and similar internet applications.

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MARIAN CATHOLIC HIGH SCHOOL BRAND STANDARDS

E-Mail Auto Signature

All employees are to use their assigned Marian Catholic email when conversing with students, families, and/or when conversing on behalf of Marian Catholic High School with outside constituents. Email blocks should include your name, primary title, the school’s name and address, phone number, and a link to the school’s web site, followed by Teaching Scholars with a Soul. Please refrain from adding additional images, animation, or other inspirational quotes unless approved by the Director of Marketing and Communications.

Cecily Fultz Director of Marketing & Communications Marian Catholic High School 700 Ashland Avenue Chicago Heights, IL 60411 708-980-2451 www.marianchs.com

Teaching Scholars with a Soul

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MARIAN CATHOLIC HIGH SCHOOL BRAND STANDARDS

Final Note These branding guidelines have been designed as a tool to help strengthen the Marian Catholic brand. They are not intended to impose unnecessary restrictions on creativity, rather to ensure we present a consistent brand in all areas of the school. The guidelines may be revised at any time.

The marks and logos identified within these guidelines are the only approved logos to be used in academic, administrative, athletic and fine arts communication, and apparel.

Anything intended to be used at, for, or by Marian Catholic must be reviewed and approved for brand compliance before it is printed, purchased, worn, or displayed. All Marian Catholic material must include a primary logo or have “Marian Catholic� prominently displayed.

Additional logos may be allowed with prior approval from the Marketing and Communications Department.

The Marketing and Communications Department will review samples of all written and electronic material prior to publication.

The Assistant Athletic Director will review samples of all apparel (spirit wear, uniforms, team gear) before an order is placed. Once items are approved, orders may be placed. If an order is placed prior to review and approval, the materials will not be paid for by Marian Catholic or from funds collected on behalf of any student. In addition, the material may not be distributed to students, nor may it be worn or used at any school-related event.

Specific questions should be directed to the Marketing and Communications Department.

Cecily Fultz, Director of Marketing and Communications 708-980-2451/cfultz@marianchs.com Josh Ladner, Marketing and Communications Coordinator 708-980-2456/jladner@marianchs.com

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