KSR Brand Guidelines

BRAND guidelines

Introduction...............................................2 Colour Logo................................................3 Greyscale Logo....................................... 4 Exclusion Zones......................................5 KSR Shield................................................... 6 What Not To Do.................................7-8 Brand Colours......................................... 9 Typefaces...................................................10 Brand Messaging...................................11 Examples....................................................12

1

How and why have we updated OUR BRAND? King’s School Rochester has a brand which proudly celebrates its past whilst looking ahead to the future. The new brand has been designed to be more impactful, with greater clarity compared to the previous system, with typefaces that are more legible and use a fresher colour palette.

The biggest change overall is the decision to include ‘School’ within the logo, making our new name ‘King’s School Rochester’. In addition to this, we now include ‘Since 604AD’, highlighting our unique position of being one of the oldest schools in the world.

The shield that forms the centerpiece of our logo traces it’s lineage back to the original founding links with Rochester Cathedral, complete with the St Andrew’s Cross, and the ‘scallop’ shell that sits in the middle, a reference to the christian pilgrimages made to Rochester.

2

What is our full colour SCHOOL LOGO? COLOUR IDENTITY: These are the full colour versions of the King’s School Rochester logo.

Please note the design, relative position of the various elements, proportions and colours should never be altered, and master artworks should always be used.

TOP TIP: As a general rule, the full colour portrait logo should always be used unless colours are restricted (eg. in a black and white press advert).

P ORTR AIT IDENTIT Y

L ANDSC APE IDENTIT Y

(preferred version)

(where space is limited)

Please note: all material containing the logo should be sent to Jess Gurney at jgurney@kings-rochester.co.uk for approval.

3

What is the single colour SCHOOL LOGO? GREYSCALE IDENTITY: These are the greyscale versions of the King’s School Rochester identity.

Please note the design, relative position of the various elements, proportions and colours should never be altered, and master artworks should always be used.

TOP TIP: As a general rule, the single colour logo should only be used when colours are restricted (eg. in a black and white press advert). If colour is available, the full colour logo should always be used (see page 3).

P ORTR AIT IDENTIT Y

L ANDSC APE IDENTIT Y

Please note: all material containing the logo should be sent to Jess Gurney at jgurney@kings-rochester.co.uk for approval.

4

What are EXCLUSION ZONES and why do I need them?

When visual elements are too close to the identity, it can take away the page hierarchy or create brand confusion. ‘Exclusion Zones’ create a safe area around the identity to prevent this from happening.

TOP TIP: The width of the four letters ‘STER’ from ‘ROCHESTER’ is a useful way of checking that you have sufficient clear space around the identity.

Please note: all material containing the logo should be sent to Jess Gurney at jgurney@kings-rochester.co.uk for approval.

5

Can I use the SHIELD as an isolated graphic?

Yes... The shield element of the identity can be used on its own, as an isolated graphic.

However, it is important that this is done with care and consideration, as using the full logo helps to build brand recognition.

TOP TIP: The shield graphic should only be used for internal school communications where space is limited and the full colour portrait logo should be used whenever possible.

Please note: all material containing the logo or shield should be sent to Jess Gurney at jgurney@kings-rochester.co.uk for approval.

6

What to avoid when using the SCHOOL LOGO

DO NOT alter the scale of elements within the identity

DO NOT stretch of condense the identity

DO NOT reproduce the identity in any colour other than KSR Blue or Black (when on a light background) or White (when on a dark background)

7

What to avoid when using the SCHOOL LOGO

DO NOT position the logo on a busy photographic background where legibility is compromised. If using the logo on a photographic background, ensure that the surrounding area is neutral and uncluttered to ensure logo legibility.

DO NOT show the logo on any flat background colour other than white or KSR Blue.

8

What BRAND COLOURS should I use?

The primary brand colours are Dark Blue and Red. They can be used boldly or subtly on all brand print and digital communications.

PRIMARY COLOUR S

KSR BLUE

KSR RED

C: 100 M: 90 Y: 46 K: 57

C: 0 M: 90 Y: 47 K: 0

HEX: #181E37

HEX: #E8345B

PANTONE: 2767U 2766C

PANTONE: 1925U or 1925C

R: 24 G: 30 B: 55

R: 232 G: 52 B: 91

SECONDARY COLOUR The KSR Gold colour is only used on the scallop (within the shield graphic).

KSR GOLD

R: 253 G: 193 B: 110 C: 2 M: 25 Y: 62 K: 0 HEX: #FDC16E PANTONE: 141U or 141C

9

What TYPEFACES should I use?

The official King’s School Rochester typefaces are ‘Brother 1816’ and ‘Plantin MT Pro’.

These are to be used with external suppliers.

However, for Google and Word documents, and other internal uses, please use ‘Garamond’ and ‘Arial’.

Speak to the IT department for help accessing these typefaces on your system.

DIG ITAL /INTERNAL T Y PEFAC E S

(FOR STAFF)

GAR AMOND - HEADERS The quick brown fox jumps over the lazy dog 0123456789 THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG

ARIAL - BODY COPY The quick brown fox jumps over the lazy dog 0123456789 THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG

BR AND T Y PEFAC E S

(FOR E X TERNAL SUPPLIERS)

PLANTIN MT PRO - HEADERS The quick brown fox jumps over the lazy dog 0123456789 THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG

BROTHER 1816 - BODY COPY

The quick brown fox jumps over the lazy dog 0123456789 THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG

Need help? If you require help with typefaces, please contact the IT Department.

10

What is our BRAND MESSAGING and how should I use this?

As a general rule, ‘An Inspiring Education’ is used as an overall tagline for the entire school. Our secondary tagline ‘Be part of something magnificient’ is generally used as a targeted phrase towards new and prospective audiences.

In any cases where both phrases are used, they should be used singularly, and not together on the same visual space, be it in print or digital communications.

AN inspiring E DUC AT ION

B E PA R T O F SOM ETHI NG

magnificent

11

EXAMPLES of using the brand

Business Card (front/reverse)

A4 ‘Open Morning’ Advert

Letterhead

Compliments Slip

Core Prospectus (example spread)

Core Prospectus (example spread)

Email Signature

12

B E PA R T O F SOM ETHI NG

magnificent

If you have any questions regarding the King’s School Rochester brand, please contact: Louise Melbourne Head of Marketing lmelbourne@kings-rochester.co.uk Jessica Gurney Marketing and Communications Officer jgurney@kings-rochester.co.uk

www.kings-rochester.co.uk