NMH Brand Guide

SUMMER 2022

Northfield Mount Hermon Brand Identity

Employee Toolkit

VERSION 2.0

Table of Contents

Brand Identity 3. Logo History 4. Primary Lockup 5. Clear Space 6. Alternative Lockup 7. One-Color Lockups 8. NMH Seals Color Palette 10. Brand Colors 11. Approved Color Pairings 12. Using Tints Typography 14. Approved Fonts Mosaic Pattern 16. The Structure Branded Materials 18. Business Cards 19. Google Templates 20. Google Slide Template 21. NMH Standards for Google Mail

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The 50-Year-Old Logo Looking back through our archive, we uncovered the inspiration for this current logo. From around 1970–79, the original logo was used on our student handbook and on bumper stickers.

We have now refined its form and refreshed its colors to stand as the definitive logo for the entire Northfield Mount Hermon brand.

This logo’s beautifully simple design was undoubtedly inspired by the greats of midcentury modern design like Saul Bass and Ray and Charles Eames. We merely dusted off this timeless gem and made it more applicable to today’s usages.

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Primary Lockup The brand logo identifies the Northfield Mount Hermon brand as a whole. Use this logo — in the three primary brand colors and flush left — whenever possible. This logo is a carefully created piece of locked artwork that should not be altered in any way.

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Clear Space

X

The clear space surrounding the logo must always be maintained.

X

X 1/2 X

X

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Alternative Lockup

Centered lockup

In instances in which the primary flush-left lockup doesn’t fit with your overall design, you can use this centered lockup, following the previously stated guidelines for size, spacing, and clearance.

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One-color lockup samples

One-Color Lockups The primary and alternative lockups are available in the three primary brand colors.

(Black and white are also available.)

Please follow the previously described guidelines for size, spacing, and clearance.

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One-Color NMH Seals

One-color seal

One-color NMH seals, in dark blue and maroon, are available for certain limited uses.

(Black and white seals are also available.)

A small version of the seal can accompany the NMH logo on communications or marketing materials meant for off-campus audiences but should never be used instead of the NMH logo.

Full-color NMH seals are reserved for official school use, primarily by the head of school’s office and the board of trustees.

Please check in with the communications office to discuss any potential use of the seal.

Contact Pam Lierle (plierle or x 3372) for more information.

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Color Palette Our newly expanded color palette is an integral part of the NMH brand. The following guidelines will help you use our colors correctly and effectively.

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NMH Dark Blue PMS 295C CMYK: 100, 68, 8, 52 RGB: 0, 40, 85 HEX: #002855

Brand Colors The consistent use of color is key to effective brand recognition.

NMH Blue PMS 2925C CMYK: 85, 21, 0, 0 RGB: 0, 156, 222 HEX: #009CDE

NMH Maroon PMS 7638C CMYK: 0, 91, 33, 52 RGB: 126, 45, 64 HEX: #7E2D40

PRIMARY COLORS

The primary NMH colors remain NMH Dark Blue, NMH Blue, and NMH Maroon.

Please use the CMYK color values for printed products and the RGB values for digital uses, such as Google docs or presentations. When working with vendors, please supply the PMS numbers.

Lamplighter Yellow PMS 129C CMYK: 0, 10, 80, 0 RGB: 243, 208, 62 HEX: #F3D03E

NMH Seal Gold PMS 143C CMYK: 2, 22, 100, 0 RGB:241, 180, 52 HEX: #F1B434

Snow Drift White CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 HEX: #FFFFFF

Top Soil Black CMYK: 0, 0, 0, 100 RGB: 0, 0, 0 HEX: #000000

NMH Terracotta PMS 7618CC CMYK: 12, 63, 72, 0 RGB: 198, 110, 78 HEX: #DB7955

Use coated paper stock when possible, which works best with these color formulas.

For guidance on secondary color use, please contact Pam Lierle (plierle or x 3372).

SECONDARY COLORS: USE BY APPROVAL ONLY

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Approved Color Pairings The three-color primary lockup should be used on a white background. There are several color pairing options for the one-color lockups.

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Using Tints Some situations require the use of color tints, especially on the web. Use a 20% tint step system, keeping legibility in mind. Any tint below 60% used as a background will require dark text.

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Typography Few things communicate the look and feel of a brand more clearly than the arrangement of letters, numbers, and symbols. Typography should strike a balance between legibility and visual interest.

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Approved Fonts Domain Text Bold should be used as the primary headline font.

Domain Text Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Google Alternative: Playfair Display Bold 700

The Archer family of fonts can be used in many applications, such as sub-heads and places where more emphasis is needed. If you are using it in a direct relationship with Domain, consider using lighter or heavier weights so there is a distinct difference and the two ideas are not competing against each other.

Archer Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Avenir Next Regular may be used for body copy. Georgia may continue to be used for correspondence and body copy in Google documents.

Google Alternative: Roboto Slab Normal

Avenir Next Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Google Alternative: Roboto Normal Logotype font only

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The Mosaic The most distinctive — and perhaps most critical — element of the NMH brand identity is the use of the pattern that can be derived from the brand logo. There are dozens of ways you can use this pattern in brand communication. In this section we will set up some guidelines for usage. But the real power of this pattern will come with experimentation in arrangement, color usage, and motion.

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The Structure The pattern is created by stacking the logo and offsetting it by one segment. It can be used as a background or field of color. It should not be used as a floating element. Fill the space you are working in, but don’t change the proportions of the original logo. Crop the pattern equally on all sides if you need to fill out a different proportion.

For guidance on use of the full-color mosaic, please contact Pam Lierle (plierle or x 3372).

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Branded Materials

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Business Cards Brian H. Hargrove Head of School 413-498-3000 bhargrove@nmhschool.org

To order business cards, please see the authorized person in your department. If your department is not yet authorized to order business cards, please have the designated person contact Pam Lierle for access to the portal.

nmhschool.org

One Lamplighter Way Mount Hermon, MA 01354

Front

nmhschool.org

Back

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Google Templates There are four branded Google templates available for employee use. The links provided at right will allow you to make a copy of each to customize for your own use.

Google letterhead template

Google memo template

Google form template

Google information sheet template

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Google Slide Template There are is a branded Google slide template available for employee use. The link provided at right will allow you to make a copy to customize for your own use. Please note the correct fonts to use in your presentation.

Google slides: NMH presentation template Opening title slide (logo must be used on white background) Headline and body text slides (with left-aligned logo) Split slides Full-bleed photo slide with caption Centered logo end slide Google fonts: Playfair Display Bold Roboto Slab Roboto Normal

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NMH Standards for Google Mail

Two steps: 1. Profile Photo

Your profile photo can either be the NMH mosaic or your NMH directory photo. To download the mosaic, go to nmhschool.org/mail-icon.

or

2. Signature Example: font: Sans Serif name in bold size: normal color: black

address, wordmark, and confidentiality notice will automatically appear on all external NMH emails.

Brian Hargrove, Head of School Northfield Mount Hermon p: 413-498-3000 bhargrove@nmhschool.org

One Lamplighter Way, Mount Hermon, MA 01354 nmhschool.org

__________________________________

NMH CONFIDENTIALITY NOTICE: This transmission may contain privileged and confidential information, including information protected by federal and state privacy laws such as HIPAA and FERPA. It is intended only for the use of the person(s) named above. If you are not the intended recipient, please contact the sender by reply email or by telephone, and destroy all copies of the original message.

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Thank you.