BRAND GUIDELINES
SIDWELL FRIENDS ATHLETICS
UPDATED 05/30/25
A memorable and effective identity takes years to build, yet it can quickly erode if we fail to protect the elements that define it. This is one of the principal reasons we created these brand guidelines.
This branding system is intended to support the Sidwell Friends Athletics programs, not to replace the Sidwell Friends School identity. Please direct any questions about or requests for asset use to the Communications Department at communications@sidwell.edu
In this document you will find the basic guidelines for using the Sidwell Friends Athletics identity tools. These visual tools, used appropriately, will ensure that the Sidwell Friends Athletics image will retain its power and consistency for years to come.
The 2024 revision to the Sidwell Friends Athletics brand guidelines includes several noteworthy changes. The guidelines now specify that the SF Monogram and the Sidwell Friends and Quaker wordmarks are the School’s primary Athletics brand marks. The Star Fox logo is a secondary logo and should not be used alone to represent the School, the Athletics program, or a team. The Star Fox logo is best used as a design accent to add graphical interest to clothing or merchandise that elsewhere carries the SF Monogram or either the Sidwell Friends or Quakers wordmark.
PRIMARY
WORDMARKS
STARFOX ICONS
SCRIPT LOGOS
The colors were carefully chosen to represent the heritage and excellence of Sidwell Athletics. Sidwell Maroon should be used as the primary color, while Quaker Gray and Friends Red should be used more sparingly.
CMYK, RGB, and HEX screen mixes are listed for each swatch below for situations where a PMS ink is not available. Use these specific formulas when not using PMS; do not simply convert the PMS to CMYK or RGB in the design application.
& APPAREL
Cool Gray 5 C CMYK 13, 9, 10, 27
& DIGITAL
COLOR PALETTE
OFFICIAL PALETTE
The designated support typeface for the Sidwell Friends Athletics is United. Both United Serif Regular Black and United Sans Condensed Black are available to use. 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 SERIF REGULAR BLACK
UNITED SANS CONDENSED BLACK
PRIMARY
LOGO / SF MONOGRAM
The trademarked SF Monogram is the primary graphic for expressing the Sidwell Friends Athletics identity. The typeface for the SF Monogram is United Serif Black. This is to be applied on backgrounds within the brand color palette.
Always use approved artwork. Do not attempt to create your own. This will ensure the consistent use of the Icon in all applications.
OVERVIEW & SIZING
Keep all other elements 1/4 the width away from the Monogram X 1/4 X
The minimum width for the Monogram is .5" .5"
Monogram
PRIMARY LOGO / SF MONOGRAM
These are the approved color ways for displaying the SF Monogram.
When this logo is applied on backgrounds other than white, the full-color outlined version of the logo is required.
Text is allowed beside or below the logo, but placement of the text must have prior approval before use.
Always use approved artwork. Do not attempt to create your own. This will ensure the consistent use of the Icon in all applications.
If using Sidwell Maroon on a gray background, ensure there is enough contrast between the gray and Sidwell Maroon. For example, Sidwell Maroon may not have enough contrast on a darker gray, so the white SF should be used instead.
APPROVED COLORWAYS
SF MONOGRAM: THREE & FOUR-COLOR OPTIONS ON APPROVED BACKGROUNDS
SF MONOGRAM: TWO-COLOR APPROVED BACKGROUND OPTIONS
PRIMARY
PRIMARY LOGO / SF MONOGRAM
These are the approved color ways for displaying the SF Monogram.
In some instances, a one-color logo is the best option. In these cases, the logo color variations shown at right will provide sufficient contrast and are the logos that should be used.
When the logo is applied on backgrounds outside the color palette (i.e. black) the onecolor white version of the logo is required.
Always use approved artwork. Do not attempt to create your own. This will ensure the consistent use of the Icon in all applications.
If using the maroon on a gray background, just make sure there’s enough contrast
SF MONOGRAM: ONE-COLOR OPTIONS ON APPROVED BACKGROUNDS
between the gray and Sidwell Maroon. Darker gray apparel should use a white SF.
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.
OVERVIEW & SIZING
The Horizontal SF Logo is one of the primary graphic tools for expressing the Sidwell Friends Athletics identity. The Logotype vertically aligns the Sidwell Friends Wordmark to the right of the SF monogram.
Always use approved artwork. Do not attempt to create your own. This will ensure the consistent use of the Icon in all applications.
Keep all other elements 1/4 the width away from the Logo X 1/4 X
Logo
The minimum width for the Logo is 1.25" 1.25"
PRIMARY LOGO / HORIZONTAL SF LOGO
The Vertical SF Logo is one of the primary graphic tools for expressing the Sidwell Friends Athletics identity. The Logotype horizontally aligns the Sidwell Friends Wordmark below the SF monogram.
Always use approved artwork. Do not attempt to create your own. This will ensure the consistent use of the Icon in all applications.
Keep all other elements 1/4 the width away from the Logo X
Vertical Logo
The minimum width for the Logotype is .75" .75"
PRIMARY LOGO / SF MONOGRAM LOGO
These are the approved color ways for displaying the SF Monogram Logo.
Always use approved artwork. Do not attempt to create your own. This will ensure the consistent use of the Icon in all applications.
If using Sidwell Maroon on a gray background, ensure there is enough contrast between the gray and Sidwell Maroon. For example, Sidwell Maroon may not have enough contrast on a darker gray, so the white logo should be used instead.
GET THE ASSETS
APPROVED COLORWAYS
SF MONOGRAM LOGO: THREE & TWO-COLOR OPTIONS ON APPROVED BACKGROUNDS
PRIMARY
SF MONOGRAM LOGO: ONE-COLOR APPROVED BACKGROUND OPTIONS
PRIMARY LOGO / SF MONOGRAM LOGO
These are the approved color ways for displaying the SF Monogram Logo.
Always use approved artwork. Do not attempt to create your own. This will ensure the consistent use of the Icon in all applications.
SF MONOGRAM LOGO: ONE-COLOR APPROVED BACKGROUND OPTIONS
If using Sidwell Maroon on a gray background, ensure there is enough contrast between the gray and Sidwell Maroon. For example, Sidwell Maroon may not have enough contrast on a darker gray, so the white logo should be used instead.
A system of team specific lockups have been created. For single line executions, the SF Monogram sits to the left with the team name aligned. For two-line executions, a special stacked version of the SF is used to the left with each line aligned to the S and F.
Always use approved artwork. Do not attempt to create your own. This will ensure the consistent use of the Icon in all applications.
Keep all other elements the height of the SF Monogram away from the lockup
The minimum height for the single line lockup is .125" .125"
Single Line Lockup
A system of team specific lockups have been created. The Sidwell or Quakers Wordmark is centered above the group name set in United Sans Condensed Black.
Always use approved artwork. Do not attempt to create your own. This will ensure the consistent use of the Icon in all applications.
Keep all other elements 1/4 the width of the wordmark away from the lockup
Sidwell Lockup
Quakers Lockup
TEAM LOCKUPS / WORDMARKS & LOGOS
The following are examples of the team specific lockups.
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, use unapproved colorways, or attempt to create your own lockup. These examples show what not to do.
Swimming & Diving
BASKETBALL
The trademarked Sidwell Star Fox Logo is the secondary logo of the Sidwell Friends School Athletics Department. Its preferred use is a full color logo. However, other versions exist for different backgrounds.
These logos should not be altered in any way, including anything placed behind, in front or above the logo. The Sidwell Friends name is allowed to the right of or below the logo (see page 24 for examples), but placement of the text must have prior approval before use.
Always use approved artwork. Do not attempt to create your own. This will ensure the consistent use of the Icon in all applications.
The minimum width for the Icon is .5"
Keep all other elements 1/4 the width away from the Icon X 1/4 X .5"
SECONDARY LOGO / STAR FOX ICON
These are the approved color ways for displaying the Star Fox logo.
When the logo is applied on backgrounds other than white, the outlined version of the logo is required.
Text is allowed beside or below the logo, but placement of the text must have prior approval before use.
Always use approved artwork. Do not attempt to create your own. This will ensure the consistent use of the Icon in all applications.
APPROVED LOGO COLORWAYS
STAR FOX: THREE & FOUR-COLOR OPTIONS ON APPROVED BACKGROUNDS
STAR FOX: TWO-COLOR APPROVED COLORWAYS
SECONDARY LOGO / STAR FOX ICON
These are the approved color ways for displaying the Star Fox logo.
In some instances, a one-color logo is the best option. In these cases, the logo color variations shown at right should be used.
When a one-color logo needs to be applied to an approved background color other than white, the white outlined version of the logo is required.
Always use approved artwork. Do not attempt to create your own. This will ensure the consistent use of the Icon in all applications.
APPROVED LOGO COLORWAY CONT'D
STAR FOX: ONE-COLOR APPROVED COLORWAYS
WHITE OUTLINED VERSION
SECONDARY LOGO / STAR FOX ICON
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, use unapproved colorways or attempt to create your own lockup. These examples show what not to do.
INCORRECT USAGE
MISCELLANEOUS LOGOS & MARKS OVERVIEW & SIZING
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.
APPLICATIONS / SF MONOGRAM
Here are some example applications in the approved colorways.
APPLICATIONS / TEAM LOCKUPS
Here are some example applications in the approved colorways.
APPLICATIONS / STARFOX ICON
Here are some example applications in the approved colorways.
APPLICATIONS / UNIFORM GUIDANCE
HOME UNIFORMS
Use of Quakers or Friends is preferred on home uniforms.
Primary color of home uniforms should be White.
AWAY UNIFORMS
Use of Sidwell or Sidwell Friends is preferred on away uniforms.
Primary color of away uniforms should be Sidwell Maroon.
Teams with one uniform should follow away uniform recommendation.
ALTERNATIVE UNIFORMS
Alternative colors and patterns that deviate from the recommendations should be approved in advance.
SCRIPT LOGOS
The script logos on uniforms are for baseball and softball use only.
RESOURCES & CONTACTS
Please contact the Communications Office with questions and requests for using the assets presented in this document.
Meghan Leavitt Creative Director leavittm@sidwell.edu 202-537-8155
The Communications Office on the 3rd floor of Zartman House. Bill Burger Chief Communications Officer burgerb@sidwell.edu 202-537-8142
202-537-8100 | SIDWELL.EDU
@SFSQUAKERS @SFSQUAKERS
