Visual Identity Guidelines
School Logo
The Sidwell Friends logo is a visual signal that sets the stage—and the standard—for what people can expect from the School. The logo represents Sidwell Friends at the very highest levels: as a signature, an identifier, and a stamp of official representation.
History of the School Seal
The School first used the Sidwell Friends seal in 1906. Donald Craig (Class of 1908) designed the seal during his sophomore year. It seems to have first appeared on the 1906 cover of The Quarterly, a student publication that served as a newspaper, literary magazine, and yearbook. (The editorial note inside suggests that it was well received!) The School first officially used the seal (as opposed to the students’ use) on the print copy of President Theodore Roosevelt’s commencement speech in May 1907. From then on, the seal became ubiquitous in School materials, including all major School publications. Presumably, the books in the logo symbolize learning, and the lamp represents wisdom and inner Light. The School’s Latin motto, Eluceat Omnibus Lux, was added in 1997 and crosses over the shield. Appropriately enough, it means “Let the Light Shine Forth from All.”
Primary Logo
Specifications for the visual proportions, spacing, and alignment of the primary logo are predetermined. There are no exceptions to these specifications. No matter the context, never attempt to create a different version of the logo or to modify the elements in any way.
DO
Always separate the logo from any headlines, text copy, images, or other graphics in a document. To avoid clutter and to give the logo prominence, consistently place the logo a distance away from other text and graphics— at a minimum, place the logo an equivalent to the cap-height of the “S” in “Sidwell” away from other elements (as shown in the below example. It is always acceptable to use more than the minimum space.
DON’T
It’s important to preserve the integrity of the Sidwell Friends logo and its official alternate configurations. Below are some common violations and misinterpretations. To avoid these issues, always use original logo artwork without modification.
DON’T use any old logos
DON’T manipulate or distort the logo
DON’T change the font of the logo
DON’T change the size or position of logo elements
Alternate Logo and Elements
The School offers additional versions of the official logo for specific situations and layouts. The primary logo (page 2) is the preferred logo. When the layout doesn’t allow enough space for the primary logo, use the secondary, horizontal version shown below. The horizontal configuration has a more formal feel that might be more appropriate for certain institutional communications.
Secondary Logo (Horizontal)
The horizontal version should be used when there is little vertical space to accommodate the stacked, primary version of the logo.
Wordmark
This is the most informal representation of the logo. Use only when the audience has full awareness of its association.
School Seal
This is the most formal representation of the School’s identity.
Alternate Logo Colors
Whenever possible, the logo should appear in two colors: PMS 1955 and PMS Cool Gray 9. Background color is a determining factor for selecting alternate logos. There is an appropriate logo file for any background and print production scenario. Always make sure to maximize the contrast between the background and the logo. Alternate options should only be used when production limitations prevent the use of the two-color options.
White or Light Backgrounds
If possible, print the logo using spot Pantone colors. Otherwise, use the color formulas below.
For rare instances of single-ink black printing, use the second set of color specifications below.
SIDWELL MAROON
PMS 1955
C 9 M 100 Y 54 K 43
R 138 G 21 B 56
HEX/HTML 8A1538
+ MEETING GRAY
PMS Cool Gray 9
C 50 M 40 Y 34 K 17
R 117 G 120 B 123
HEX/HTML 75787B
One-Color Options
Different situations may require various versions of the logo. While the full-color logo is always preferable, if it can’t be used, one-color versions of the logo are available.
With solid-color backgrounds, the white version of the logo should be used. It is important to have adequate contrast between the logo and background for optimal visibility.
Color Palette
The colors of the visual guidelines were carefully selected to represent Sidwell Friends. The warmth of neutral tones provides balance to the color palette and complements the School’s bold brand colors. Using a consistent palette helps to reinforce continuity in communications.
Pantone colors are always preferred. However, for situations in which a PMS ink is not available, CMYK, RGB, and HEX screen mixes can be used; these mixes are listed for each swatch below. Use these specific formulas: Do not simply convert the PMS to CMYK or RGB in the design application.
Primary Colors
SIDWELL MAROON
PMS 1955
C 9 M 100 Y 54 K 43
R 138 G 21 B 56
HEX/HTML 8A1538
MEETING GRAY
PMS Cool Gray 9
C 50 M 40 Y 34 K 17
R 117 G 120 B 123
HEX/HTML 75787B
QUAKER GRAY
PMS Cool Gray 5
C 13 M 9 Y 10 K 27
R 177 G 179 B 179
HEX/HTML B1B3B3
FRIENDS RED
PMS 1788
C 0 M 95 Y 85 K 0
R 238 G 39 B 55
HEX/HTML EE2737 (Primarily for Athletics Use)
Secondary Colors
PMS 144
C 0 M 49
Y 100 K 0
R 237 G 139 B 0
HEX/HTML
ED8B00
PMS 129
C 0 M 10
Y 80 K 0 R 243 G 208 B 62
HEX/HTML F3D03E
PMS 554
C 80 M 16
Y 72 K 51
R 32 G 92 B 64
HEX/HTML 205C40
PMS 2461
C 76 M 9
Y 37 K 10
R 37 G 149 B 145
HEX/HTML 259591
PMS 548
C 100 M 8
Y 11 K 74
R 0 G 61 B 76
HEX/HTML 003D4C
PMS 533
C 94 M 73
Y 5 K 69
R 32 G 42 B 68
HEX/HTML 202A44
PMS 2053
C 22 M 52
Y 9 K 4
R 179 G 128 B 157
HEX/HTML B3809D
Typography
Just as words carry weight, so too does typography. Typefaces—and their sizes, fonts, and styles—are among the most recognizable aspects of the Sidwell Friends brand. They can reinforce a bold and inspirational voice, or back up a smart and insightful idea.
Picking the appropriate typeface is just the beginning. Setting the proper hierarchy and combining font weights both play a significant role in making sure our words have impact.
Primary Serif Font
Merriweather is the School’s primary serif typeface. It can be used for headlines and body copy, or for factoids and other larger call-outs. Merriweather is a Google font that can be downloaded from fonts.google.com
Merriweather
Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Black abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Font Substitutes
Times New Roman is an acceptable substitute for Merriweather in Google documents, PowerPoint presentations, and other applications. However, anything that is professionally printed or that appears on the website must use the School’s branded fonts.
Primary Sans-Serif Font
Benton Sans Compressed is the School’s primary sansserif typeface. It should be used for headlines and subheads. Its solid, structured nature balances other typefaces. Benton Sans Compressed is available upon request and approval from the Communications Office.
BENTON SANS COMPRESSED
Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Bold abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Font Substitutes
Oswald is an acceptable substitute for Benton Sans Compressed in Google documents, PowerPoint presentations, and other applications. However, anything that is professionally printed or that appears on the website must use the School’s branded fonts.
Secondary Font
Benton Sans is the School’s secondary sans-serif typeface. It should be used for body copy and secondary call-outs. Benton Sans is available upon request and approval from the Communications Office.
Benton Sans
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Font Substitutes
Helvetica is an acceptable substitute for Benton Sans in Google documents, PowerPoint presentations, and other applications. However, anything that is professionally printed or that appears on the website must use the School’s branded fonts.
TYPOGRAPHIC HIERARCHIES
HEADLINES
Display copy, like headlines and section titles, can be expressed in a couple of ways for maximum effect. Benton Sans Compressed Bold, for example, has a youthful confidence that might be appropriate in a magazine or yearbook, while Merriweather has an analytical feel that may be better for the School’s more serious and institutional publications.
INTRODUCTIONS
This style is a bridge between headlines and body copy. Typically, introductions are a couple of points larger than body copy and provide just enough visual contrast through weight, size, or texture.
BODY COPY
Body copy always needs to express information quickly and easily. This can be accomplished with either Merriweather or Benton Sans Book. The choice may rely on textural contrast in relation to the headline typeface or the formality of the piece.
QUOTATIONS
Set these in Merriweather for a graceful feel.
EXTRAS
Be playful with short phrases, titles, or markers to add small moments of detail and expression that round out the typography.
HEADLINES
BENTON SANS COMP BOLD
75 PT. TRACKING
ALTERNATE: MERRIWEATHER REGULAR AND ITALIC
INTROS
BENTON SANS REGULAR
20 PT. TRACKING
ALTERNATE: MERRIWEATHER REGULAR
BODY
MERRIWEATHER REGULAR
20 PT. TRACKING
ALTERNATE: BENTON SANS BOOK
10 PT. TRACKING
QUOTATIONS
MERRIWEATHER REGULAR
10 PT. TRACKING
EXTRAS
BENTON SANS COMP BOLD
50 PT. TRACKING
MERRIWEATHER BLACK
0 PT. TRACKING
BENTON SANS REGULAR
10 PT. TRACKING
LET YOUR LIFE SPEAK.
At Sidwell Friends, truth is not a rigid set of facts imparted from teacher to student. Instead, it is continuously revealed through dialogue, inquiry, and reflection. Whether in the classroom or in weekly silent worship, all voices are honored as our community of learners seeks truth together.
By nurturing children’s innate curiosity within a framework of Quaker values, the School encourages students to live adventurous, imaginative, and ethical lives. Sidwell Friends students graduate not only with skills and knowledge but with an internal set of queries to guide them. In this way, Sidwell Friends prepares students to “let their lives speak.”
“I have formed lifelong connections at this School.‛‛
CLASS ACTS Hybrid Energy
What does Sidwell Friends look like in 2020? Think plexiglass desks, smaller groups, and plenty of masks. As the School shifted to a hybrid learning program, making everyone’s return as safe as possible was the top priority. But for the kids, it was friends and joy—a slice of normalcy in a year that went sideways. Some students met their classmates in person for the first time. Some felt better about asking questions and connecting with their teachers. Some had more robust discussions, even from six feet apart.
Athletics
Here you will find the basic guidelines for using the Sidwell Friends Athletics visual identity tools. These new tools, used with care and imagination, will ensure that the Sidwell Friends Athletics image will retain its consistency for years to come.
Athletics Logos
Primary Logo*
For authorized use only. Please submit a request of approval from the Athletics or Communications Office.
The trademarked SF Monogram is the primary graphic for expressing the Sidwell Friends Athletics identity. To avoid clutter and to give the logo prominence, consistently be place the logo a distance away from other text and graphics.
Secondary Logos *
For authorized use only. Please submit a request of approval from the Athletics or Communications Office.
It is rare that one logo style can meet all the needs of our community. We have expanded our brand to include miscellanious logos and wordmarks to provide some variety and versatility, while keeping our brand design cohesive and intact. All rules that apply to the primary logo also apply to the miscellaneous logos and wordmarks.
*Different situations may require various versions of the logo. While the full-color logo is always preferable, if it can’t be used, one-color versions of the logo are available. For further color variations, please see the full Athletics Brand Guidelines document.
Questions?
Meghan Leavitt
Art Director leavittm@sidwell.edu 202-537-8155
Michael Square Athletic Director squarej@sidwell.edu 202-537-8189
DON’T
Altering the logo in any way is harmful to the brand. Do not distort the aspect ratio, alter the logo colors, add elements or special effects, combine multiple logos, or use unapproved colorways. These examples show what not to do.
Athletics Colors and Fonts
SIDWELL MAROON PMS 1955
C 9 M 100 Y 54 K 43 R 138 G 21 B 56
HEX/HTML 8A1538
Fonts
QUAKER GRAY
PMS Cool Gray 5
C 13 M 9 Y 10 K 27 R 177 G 179 B 179
HEX/HTML B1B3B3
FRIENDS RED PMS 1788
C 0 M 95 Y 85 K 0 R 238 G 39 B 55
HEX/HTML EE2737
Approval from the Athletic Director is needed for 1-color use of friends red.
The designated support typeface for Sidwell Friends Athletics is United. United Serif is the preferred face for all primary text, and United Sans is preferred for secondary text. United Sans Condensed Heavy is used exclusively for the SF Sub Brand system. United is available upon request and approval from the Athletics or Communications Office.
UNITED SANS
Condensed Black
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Condensed Heavy abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
UNITED SERIF
Regular Black
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Questions?
Meghan Leavitt Creative Director leavittm@sidwell.edu 202-537-8155
Michael Square Athletic Director squarej@sidwell.edu 202-537-8189
RESOURCES & CONTACTS
Please
leavittm@sidwell.edu 202-537-8155