IMPORTANCE OF A BRAND IDENTITY
SPIRE Academy will compete with organizations across the nation and around the globe. Given this dynamic environment, it is increasingly important for us to express a single, compelling voice in everything we do.
To understand SPIRE, these brand guidelines contain our mission, taglines, values, positioning, approach, divisions and identity. It also provides general guidelines for the visual and verbal articulation of the SPIRE brand, specific directions for the application of our logo and other related elements. It also provides an overview of marketing materials, standards and PR guidelines.
The totality of the logo, visuals and words we use to describe SPIRE will enable us to establish and maintain a clear, unified brand identity, both within the SPIRE community and beyond.
Your brand is what people say about you when you’re not in the room – Jeff Bezos
SPIRE Academy, a world leader in personalized development for students, athletes and individuals, transforms passion into purpose while empowering peak performance in school, sport, work and life.
To be an international college preparatory community where students develop their unique potential through scholarship, performance, inclusion, resilience and empathy to become inspired leaders and global citizens.
SSCHOLARSHIP
We approach scholarship with an open and fearless mindset, driven by an unwavering passion for learning.
PPERFORMANCE
We strive for excellence, pushing boundaries, and continually improving in pursuit of our goals.
INCLUSION
We are strengthened by different perspectives, backgrounds and experiences.
RRESILIENCE
We have an unwavering commitment to achieving greatness by overcoming obstacles and maintaining a positive attitude.
EEMPATHY
We are empowered by opportunities to support and uplift others.
POSITIONING STATEMENT
Brand positioning is the “market space” a brand is perceived to occupy in the mind of the target audience. All strong marketing communications programs need to focus on only a few messages to achieve a better impact in an increasingly noisy environment. The brand positioning is the part of the brand identity that management decides to actively communicate to the market.
SPIRE is committed to unlocking an individual’s full potential. We integrate professional training, education and competition across a wide variety of sports, disciplines and possible career paths. Sports is our foundation, but our specialty training options will eventually include a wide mix of potential professional career paths as well. From basketball to esports to swimming, track & field, lacrosse, soccer, volleyball and wrestling - no other Academy can match the diversity of our curriculum offerings. SPIRE student athletes attend boarding school semester programs, but also have the opportunity to experience intense clinics and extended training camps.
The “SPIRE Way” places equal focus and extra emphasis on the development of strong minds, strong bodies and strong character. Our complex is one of the largest indoor, multi-sport, training and competition facilities in the world. With 850,000 sq. ft. under our roof and over 750 acres of outdoor recreational space, SPIRE has the unique capacity to simultaneously host a boarding school, camps, clubs, leagues, tournaments and championship events, no matter the weather or the season. Every consideration has been taken to create an unparalleled experience.
BOILERPLATE
About SPIRE Academy
SPIRE Academy is a comprehensive academic, athletic & personal skills, college & career development boarding school located within a world class event and wellness complex.
Constructed on more 750+ acres and 825,000 sq. ft. under roof, SPIRE Academy (spireacademy.com) encompasses five divisions:
SPIRE Academy & Camps, an accredited college preparatory international boarding school and multi-sport/specialty training and development academy for 9-12 graders and a post grad program; SPIRE Leagues, Clubs & Professional Teams, including SPIRE Academy affiliated leagues and club programs: SPIRE Events, a facility and team that hosts local, national and international tournaments and events with the NCAA, the Big East, Big Ten and Atlantic 10 conferences, Olympic trials and world championship qualifiers; SPIRE Institute, the research and development arm, studying performance improvement across multiple disciplines through corporate affiliations and university relationships; and SPIRE Fit, a community membership-based fitness, swim, personal training and health center open to the public.
Sports currently featured on campus include men’s and women’s basketball, esports, lacrosse (men only), soccer, swimming, track and field, volleyball (women only) and wrestling.
THE DIVISIONS OF SPIRE
As the foundation of SPIRE, the Academy is where training, performance and education lives within four integrated priorities: academics, passion (i.e. sport), personal and career development.
ACADEMY ACADEMY CAMPS
As an extension of our Academy, student athletes can experience an academy training atmosphere that focuses on sport-specific development, performance training, mental skills acquisition and nutrition planning.
In an effort to provide aspiring student athletes the most opportunity to reach their peak potential, we’ve partnered with organizations across the nation to deliver The SPIRE Way. Our relationships include everything from league support to ownership of clubs, leagues and professional teams.
Our passion for excellence extends beyond world-class destination programs, tournaments and events. We are also committed to the well-being of our community. We offer memberships and personal training so everyone can enjoy the SPIRE experience and strive to fulfill their own personal goals and objectives.
ACADEMYACADEMY ACADEMYACADEMY LEAGUES, CLUBS AND TEAMS FIT EVENTS INSTITUTE
Our facilities are world-class in size and resilience with an event management team who is exceptionally experienced. Our multi-sport tournaments and events are where we connect the local, national and global community to SPIRE.
The Institute is our real-world lab and exists at the forefront of innovative research, development and healthcare to support aspiring professionals across multiple disciplines.
STYLE GUIDELINES
IDENTITY AS TEXT
Follow the Associated Press Style Guide (http://www.apstylebook.com) for grammar, punctuation and language guidelines since it appeals to a more international audience.
Consistency in referring to SPIRE and its divisions in text is critical in maintaining a strong identity. Correct usage of capitalization, style and naming all impact the identity for SPIRE.
Organization Name: SPIRE Academy
To unify all the divisions and programs within the organization, we refer to SPIRE Academy as SPIRE. Reference SPIRE Academy in formal communications the first time the organization is mentioned, and then use SPIRE after. The simple name SPIRE unifies all entities into a single, powerful brand.
CAPITALIZATION
Always capitalize SPIRE.
Capitalize Academy, Camps, Leagues, Clubs and Teams, Events, Fitness and Institute whenever referring to SPIRE, even though the word SPIRE may not precede it.
ACADEMY
Only use SPIRE in front of the divisional names (ie. SPIRE Academy, not SPIRE Training Academy).
HYPHENS AND DASHES
Use sparingly, and to avoid confusion.
Do not hyphenate words beginning with non, except if there is a proper noun. Ex. non-boarding, non-American
Do not hyphenate student athlete or student trainee.
Do not place a hyphen between the prefixes on, off, pre, etc., and nouns or adjectives, except before proper nouns, but avoid duplicated vowels or consonants. Ex. on site; off site; pre-enroll.
Specific to on site and off site: It is correct to say, “the staff is on site,” just as you would say “The staff is on location.” To create an adjective, hyphenate the words.
Ex. “We need to get an on-site inspection.”
logo
PRIMARY LOGO
logo size
The SPIRE mark concept of movement and change, of training and education with philanthropic underpinnings, should be embraced and reflected in all SPIRE branding applications.
The SPIRE logo can only be reproduced in the following color palettes located on page 26.
Gradient variations may be applied to digital mediums, where the colors remain vibrant and clear. The gradient logo may be used in large, high quality print mediums, as there are limitations on colors wwith smaller collateral.
SECONDARY LOGO
GRADIENT LOGO
CLEAR SPACE
logo do’s logo don’ts
Don’t stretch and/or compress Logo must have “SPIRE” except for icons. “SPIRE” should only be in black or white
Don’t change the gradients in color or direction
Don’t change the colors Don’t move “SPIRE” Don’t place the logo inside a box
Gradient
BRAND ELEMENTS
When a camp, club, league or program is not on site at SPIRE and run by another organization, we use 'Organization' Powered by SPIRE. This highlights SPIRE as the engine behind the program, while separating the camp, club, league or program from those offered by SPIRE which would include SPIRE training methodology.
When SPIRE owns a portion of an event on site, SPIRE logo must never be combined with any other logo nor should it have a smaller presence than the other logo. The logos should be equal in size and side by side.
photos
Image style plays a critical role in developing a vivid and meaningful identity for SPIRE. Our images will show natural, real-life people and situations. We’ll leverage the iconic athlete regardless of skill level, as well as our leadership team.
templates
The SPIRE brand is implemented on stationary and electronic mediums in a way that displays the professionalism and innovation that the organization is known for. Each piece is created with a clean and modern look that allows for easy reading, print and distribution. Brand colors and similar characteristics are used throughout in order to build audience recognition of the brand.
APPAREL & MERCH
The SPIRE S logo is specifically designated for small-format applications, exclusively reserved for apparel and merchandise items. When using this logo variation, it should only be applied as a screen print or embroidered element positioned on the left chest pocket area of garments. This compact logo version is ideal for promotional items such as stickers, hats, and other apparel where space is limited and a simplified brand mark is required to maintain clarity and impact.
