Centennial brandguide v1

Brand Guide > Index

Centennial Academy

a Brand Guide V1 2

“When you come to Centennial Academy, you get the feeling that you are about to embark on something big.�

Daymon Arnold, Assistant Principal

Brand guide index

I. The Centennial Academy Brand

II. The Brand Elements

III. Applications Apparel

Why create a Centennial Academy brand?

4

About our logo

11

Objectives for the brand

5

Our Logo /Tagline

12

Hero Definition

13

Uniforms 22

Logo options 14

Photography 23

Typography 15

Flyers b/w

Colors 16

Stationary 25

Logo on a color

17

Wall quotes 26

for Staff

Do’s and Don’ts

18

Web banners 27

for Students & Parents

Tone of voice

19

Location / Contact info

Who is Centennial Academy?

10 things you need to know Centennial Is

6

10 things you need to know Centennial Isn’t

7

T-Shirts

20

Misc

21

24

Brand attributes 8 Brand essence & proposition Brand experience

9 10

28

for Partners

3

Why create a Centennial Academy brand?

Centennial Academy is on the cusp of great change and opportunity.

The community is already discovering the enormous possibility of our new charter and now is the time to boldly communicate our success to the world.

During a time when Atlanta Public Schools is making news for all the wrong reasons, Centennial Academy is a beacon for positive change.

There has never been a better time to solidify and communicate our fresh vision for what public education can and should be.

Our brand identity is central to all our communications and through it we seek to convey an accurate sense of what makes Centennial Academy unique. These guidelines have been produced to help you understand the brand values and to consistently apply our brand identity.

To maintain brand integrity, we ask that all our staff, partners, parents, and vendors follow these guidelines.

For questions about this guide, please contact Brand Steward, Mike Dolinger at 404.798.6309, mhdolinger@gmail.com.

4

Objectives for the brand

Brand objectives 1. to develop a brand that communicates Centennial Academy’s unique qualities 2. to create a greater level of school pride and encourage wider participation in school initiatives 3. to provide a single and united message for all school communications 4. to provide an effective identity for all external marketing and fundraising activity 5. to contribute to the local community and assist in attracting investment to our school district 6. to contribute to the long-term brand building exercise, change perceptions, add value, and remain highly visible across the city 7. to enhance Centennial Academy’s reputation as a vibrant and dynamic school that is a great place to learn, teach, volunteer, and work

5

Who is Centennial Academy?

10 things you need to know Centennial Academy is: 1. Atlanta’s newest K-8 charter school 2.

An innovative project-based learning environment with: > a STEAM focus (science, technology, engineering, arts, math) > open, bright pod-style classrooms > an alternative quarter system calendar > professional uniforms

3. Strategically located in Atlanta’s exploding Midtown West neighborhood 4. Part of the Grady High School cluster 5. A close-knit community of positive pioneers 6. The recipient of a $1.5 million grant from the Joseph B. Whitehead Foundation

is

7. A valued educational partner of GA Tech, GA State University, the GA Aquarium, The Coca-Cola Company, Google, and many others 8. One of the best secrets in Atlanta…for now 9. A game-changer 10. A place where kids, teachers, and parents love to be!

6

Who is Centennial Academy?

10 things you need to know Centennial Academy isn’t: 1. just an elementary school any more 2. a traditional classroom environment 3. doing things the same old way 4. a private school 5. dull, lifeless, apathetic 6. helpless or hopeless 7. poor 8. homogenous 9. fake 10. a well-known landmark… yet

isn’t

7

Brand attributes

Welcoming Compassionate Genuine Spirited Fun

Optimistic Determined Dynamic Fresh Eager

Purposeful Thoughtful Intentional Visionary

Adventurous Courageous Inspiring Enterprising Energetic Bold

These characteristics express

Centennial Academy has a buzz.

Centennial Academy is imbued

A school built on innovation

the warmth of the Centennial

New things are happening‌

with a sense of purpose.

with a reputation for doing

family and the openness we

new styles of learning, new

Inspired by visionary leadership,

things differently attracts

have to embrace every student

STEAM focus, new technology,

we are out to build a model for a

educators, parents, and major

and every family from all walks

new teachers, new community

new type of learning experience.

corporate partners who are

of life. We celebrate our diversity

partners, new funding, new

Our thoughtful, intentional

eager to invest their talent and

and invite everyone to enter

uniforms, and many new

approach is a refreshing

resources. Centennial Academy

in with the hope that we will

approaches to things that

departure from traditional

is not afraid to take risks and

experience genuine friendship

haven’t been done before

environments.

boldly make a mark on our city.

and fun along the way.

in a traditional public school

We hope to pioneer a new path

setting. There is a determination

for schools everywhere.

to overcome apathy, financial hurdles, and traditional barriers to change public education for the better.

8

Brand essence & proposition

Brand essence At Centennial Academy, we believe there’s no limit to how far a child can go when they are enveloped in a culture of vision, courage, and discovery. This is the kind of culture that produces everyday heroes, citizens who are not just smart but also brave and kind with a willingness to fight for something or someone who needs their help. The heroes of today can be found in our halls, as our staff, students, parents, and community come together in the home of the heroes, Centennial Academy.

Brand proposition A unique history and a future full of promise has come together to create a school bursting with energy and optimism‌ a place of infinite possibility where we are heroes today, legends tomorrow.

Centennial Academy Essence Poster - 13x21�

9

Brand experience

for Staff

for Partners

The time is right for us to build a thriving, vibrant campus

Centennial Academy is a vibrant school

of urban learning near the heart of Atlanta. By bringing together

full of opportunity near the heart of Atlanta.

our strong sense of identity, adventure, resilience, and warmth,

A spirit of optimism and a real sense of purpose

we are seizing the opportunity to be one of the country’s premier

fills the air, inspiring innovation, creativity, and

public charter schools. Proud of our heritage, we embrace the

change. The Centennial family is energetic,

future to build an even better Centennial. We provide an exciting

welcoming, and determined. We are proud

environment for learning, and a warm welcome to students,

of our school’s past, positive about its future,

parents, and partners. Centennial Academy is the place where

and ready and able to seize new opportunities.

your leadership as one of our students’ heroes today will help

Centennial Academy is the place where you

them become the legends of tomorrow.

can invest in the heroes of today – students, teachers, and parents - so they can become the legends of tomorrow.

for Students & Parents Here, in our strategic location near the heart of Atlanta, is a dynamic school with a big personality. Proud of its heritage, Centennial Academy is alive with possibilities and open to change vibrant, energetic, and exciting. The Centennial family provides a welcome that is genuine and generous, inviting all our students and parents to join in. Centennial Academy is the place where you are valued as a hero today because we are preparing students to become the legends of tomorrow.

10

About our logo

We’ve chosen a bold, innovative logo mark that sparks the imagination and captures all the main characteristics of our brand including: Infinite possibility reminiscent of an infinity symbol, our logo speaks to the sense of endless possibility that we want to instill in our students and stakeholders; we have infinite passion for what we do S.T.E.A.M. focus as a mathematical element, the modified infinity symbol speaks to our unique focus on science (S), technology (T), engineering (E), and math (M) while the symbol itself is an intriguing piece of art (A)

Centennial Academy mark

Foundation and future the two pieces that form into one stand for the future while acknowledging the value of the past; the left part is modified letter C which stands for Centennial and the right half is modified letter P, a nod to our history as Centennial Place Elementary Joy & playfulness like the secret weapon of a superhero, our logo can morph into a mask transforming the wearer with the power of courage, vision, and discovery

11

Our logo/Tagline

Heroes today. Legends tomorrow.

12

Hero definition

13

Logo options

official logo in color

official logo in black

Centennial Academy

OK

Centennial Academy

optional orientation when vertical space is limited

Centennial Academy 14

Typography

FONT NAME

USED FOR

EFFRA medium

logo/messaging/applications

CORE CIRCUS 2D Line1

Centennial Academy

special/headlines

EFFRA medium CAPELLI Plain, Italic

special/”quotes”/dates/names

PRIMARY FONTS

SECONDARY FONTS

EFFRA medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

EFFRA ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

CORE CIRCUS 2d line 1 A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9

EFFRA light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

CAPELLI italic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9

CAPELLI A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9

15

Logo colors

102

PANTONE 速 102 C

0

M 0

Y

95

K

0

R 247 G 229 B 9

306

#f7e509

R 0 G 180 B 229

PANTONE 速 306 C

75

M 0

Y

7

3

#00b4e5

#cac8c9

PANTONE 速 Cool Gray 3 C

K 0

R 202 G 200 B 201

0

M 0

Y 0

substitute color for Cool Gray 3

K 17

7

R 152 G 153 B 153 #98999b

PANTONE 速 Cool Gray 7 C

M

43 35

Y

34

K 1

16

Logo on a color

OK

Correct use of logo on a color or black

17

Do and Dont’s

Centennial Academy

Ok to use Black

OK Centennial Academy

Minimum size Black only when this size is needed

Incorrect use of logo on color - Avoid these combinations

x

x

Do not modify the logo (condense, expand, skew, etc.)

Centennial Academy

too small

Centennial Academy

slight skew

Centennial Academy

condensed

18

Tone of voice

Tone of voice Tone of voice both embodies and expresses the brand’s personality and set of values. It’s about the people that make up the brand – the things that drive them, their loves and hates, and what they want to share with the world. Tone of voice is an expression of a company’s values and way of thinking.

> It builds trust > It can be used to influence and persuade

Key words are often used to identify and express the values needed to communicate to its audiences.

Key words for Centennial Academy:

Courage Discovery Vision

STEAM Heroes Leaders

examples:

Apple: innovate, inspire, dream Red Bull: adventure, try, adrenaline

19

Applications / Apparel

OK RULE

x

If logo and name can be easily read OK to use logo on color

Primary logo colors on black or white shirts are our preferred choice

AVOID

Light Gray shirts when using primary logo colors - not enough contrast for name to be easily read

OK TO USE

Use white type on Light gray or use a darker gray shirt color for contrast so name can be easily read

20

Applications / Misc

“ATLANTA NEEDS MORE HEROES”

Mug Concept

21

Uniforms

22

Photography

High resolution photos are available on Flickr.com Contact Michael Dolinger at mhdolinger@gmail.com to get the latest link to download photos

23

Official Logo and Optional Orientation

Flyers b/w official logo in color

official logo in black

Adventure

BRAVERY

Creativity

Centennial Academy

Honesty

Centennial Academy

This summer, decide what power you will share next year to help make our school better when you return. Bring this sheet with you on the first day of school.

Laughter

Circle your favorite three:

Adventure

Creativity

Leadership Compassion TeamWork

Honesty

RESPECT

BRAVERY

Laughter

Leadership Compassion TeamWork

optional orientation when vertical space is limited

Centennial Academy

KINDNESS

Invent your own:

Name

KINDNESS

Grade (in August 2014)

RESPECT

sample flyer

flyer template for black printing / copying use for events, announcements, etc.

24

Stationary

Mrs. Allison Shelton, Principal

Heroes today. Legends tomorrow. 531 Luckie Street, N.W. Atlanta, GA 30313 main: 404.802.8550 fax: 404.853.4089

letterhead

www.centennial.academy

Mrs. Allison Shelton, Principal

Heroes today. Legends tomorrow. 531 Luckie Street, N.W. Atlanta, GA 30313 main: 404.802.8550 fax: 404.853.4089

www.centennial.academy

2nd sheet

25

Wall quotes

“Dream IF you CAN

IT,Y U Can DO IT

WALT DISNEY - ENTERTAINMENT ICON

”

“Education is the Most Powerful

Weapon which you can use to change the

w rld” NELSON MANDELA - CHAMPION FOR PEACE

The time is ALWAYS RIGHT TO

D

WHAT IS RIGHT MARTIN LUTHER KING JR. - CIVIL RIGHTS CHAMPION

26

Web banners

Rotating banner images for website

27

Location / Contact info

office

404- 802-8550 fax

404-853-4089 or

or

531 Luckie St NW, Atlanta, GA 30313 email

info@centennial.academy website

or

www.centennial.academy

28