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Condensed Brand Guidelines V 1.1

St Joseph’s College Internal Use Only

©St Joseph’s College 2022 1

2 3 4 4 4 4 4 4

Space to thrive 5

Visual identity 6 Brandmarks The crest Our brandmark Nomenclature Brandmark variants One colour variants Clear space Minimum size Brandmark Guidance Do not... Departments, houses and Icons Departments Icons Houses Typography Arpona Body copy Colour 28 Colour breakdowns

7 7 8 9 10 12 13 14 15 16

©St Joseph’s College 2021

Contents Brand and trademark protection Mission Vision Personality College values Motto We look

Condensed Brand Guidelines V 1.0

Contents

18 19 20 24 25 26 27 29

Brand and trademark protection

Our name and crest have trademarks to prevent misuse and protect our identity.

©St Joseph’s College 2022

The cornerstone of our visual identity is our brandmark. Maintaining its integrity is essential because it symbolises the integrity of our College.

Condensed Brand Guidelines V 1.1

Introduction

Our trademark will enable us to control the quality and supply of branded products such as stationery and school uniform. In the pursuit of brand integrity and to ensure consistency in brand application and communication, we have introduced a new sign-off process in which all communications are overseen and signed off by the brand guardian in our marketing department. We hope we have the commitment from everyone at St Joseph’s College to make this work. If you use any trademarks, logos, designs, and/or other brand features, you acknowledge your acceptance of the terms in the brand guidelines.

Mission

Vision

Fides Labore Et Tenacitate Faith, hard work and tenacity

We sound • Progressive

Continue to grow our nurturing environment, in which students are inspired to reach their full potential.

• Confident

Personality

We look

An all-round education that nourishes students’ minds, bodies and spirits.

College values

©St Joseph’s College 2022

At St Joseph’s College, academic achievement, ideas, intellectual curiosity, collaboration and resilience are of equal importance.

Motto

Condensed Brand Guidelines V 1.1

Our brand

• Inclusive

• Vibrant • Friendly • Modern

• Aspiration • Respect • Confidence

Condensed Brand Guidelines V 1.1

Our brand

Space to thrive Space

Thrive

• Energetic and forward-thinking

• Playing fields on site

• Full of promise

• Healthy, fresh air and room to move

• Prosper, be fortunate and successful

• All-age appropriate • Relaxed and happy

• Small classes

©St Joseph’s College 2022

Space to thrive

• Grow, develop and be positive • Thrive, academically and beyond

Statement

The independent school with Christian values that gives students space to thrive. In some circumstances we may adapt this line to read:

The independent school that gives students space to thrive. 5

Condensed Brand Guidelines V 1.0

©St Joseph’s College 2021

Visual identity

Brandmarks The crest

• An original feature of the College brand, the laurel wreath is an ancient and universal symbol of academic and sporting success and a representation of faith, which we feel is a positive association with our school

©St Joseph’s College 2022

The symbols we choose to represent our College are very important.

Condensed Brand Guidelines V 1.1

Visual identity

• The star is the ‘De La Salle’ star, which represents the De La Salle Brothers, the Catholic order which founded the school in 1937 • The oak leaf reflects the original grounds of the school, situated on Oak Hill The crest can be reproduced with or without the motto, dependent on the size of reproduction and material.

Our brandmark

The brandmark is our most recognisable brand asset.

©St Joseph’s College 2022

The St Joseph’s College logo consists of our name (wordmark) and our crest. Both our colour palette and our crest have been simplified and re-energised and we have proudly locked in our name, so that our crest and the wording ‘St Joseph’s College’ can appear together. The new design allows for better visibility and performance when used on multiple platforms.

Condensed Brand Guidelines V 1.1

Visual identity

All of the brand assets have a unique file name, which is constructed in several parts, to help tell what the graphic will look like and how it is intended to be used.

• StJos_C_V_M_4C_POS.ai. The name can tells us if it is a crest, what the alignment is vertical or horizontal, the colour mode – 4C - CMYK or RGB, it’s polarity – positive or reversed, amongst other things.

©St Joseph’s College 2022

Each section of the file name is separated with an underscore, eg.

Condensed Brand Guidelines V 1.1

Nomenclature

Visual identity

Vertical brand mark with motto. StJos_C_V_M_4C_POS.ai

Brand: StJos – St Joseph’s College

Polarity: This states whether the type is Positive – POS; or reversed out (white), REV

Category: C - Crest – This describes the type of graphic. This is also applied to houses and departments e.g. Prep, Orwell etc.

Colour Mode: 4C indicates that this has been set up for printing CMYK; RGB would indicate a digital file, and mono would indicate that it is one colour

Alignment: V = Vertical; H = Horizontal; L = Left Aligned; R = Right Aligned

Motto: M indicates that this crest has the School motto incorporated 9

Different versions of the brandmark exist - a stacked and single line option and mono colour design.

Vertical brand mark with motto.

Horizontal brand mark left aligned

©St Joseph’s College 2022

The format and medium should dictate what version of the brandmark is used and its final size. The crest can be used alone if required - for example, on digital application and signage. The logotype should be used in conjunction with the crest unless the size of application drops below 35mm (as indicated on page 18 - minimum size guide). It may also appear where material dictates, i.e. sports socks.

Condensed Brand Guidelines V 1.1

Brandmark variants

Visual identity

Vertical brand mark, no motto

Horizontal brand mark right aligned

Logotype

The brandmark has variants for use on dark backgrounds. When reversing the logo out the typography must always be white.

Condensed Brand Guidelines V 1.0

Our brandmark on dark backgrounds

Visual identity

©St Joseph’s College 2021

Vertical brand mark with motto

Horizontal brand mark left aligned

Vertical brand mark, no motto

Horizontal brand mark right aligned

Logotype

One colour variants The brandmark can be reproduced in one as well as full colour.

©St Joseph’s College 2022

When used in a mono application, the mark may be reproduced in either white or dark blue.

Condensed Brand Guidelines V 1.1

Visual identity

Clear space

The minimum clear space zone to other elements and page edges is always the size of two “HH” from the vertical brandmark and one ‘H’ from the horizontal brandmark.

Photography When used over a photographic image it is important the brandmark has it’s clear space respected. The image below illustrates how the brandmark can fit comfortably on an image.

©St Joseph’s College 2022

Clear space is included in all the brand collateral elements as a transparent non-printing element.

Condensed Brand Guidelines V 1.1

Visual identity

In order to ensure legibility, the logo and the symbol must, as a minimum, comply with the stated measurements widthwise. The logo must never be scaled outside the proportions.

The minimum size of the vertical logo without the motto is 30mm.

40mm

30mm

35mm

©St Joseph’s College 2022

The minimum size of the vertical brandmark with the motto is 40mm.

Condensed Brand Guidelines V 1.1

Minimum size

Visual identity

20mm

Brandmark Guidance It is important to look at each brandmark application carefully. Here is a check list of things to consider:

Size

Clear space Have you considered the clear space for the brandmark, this is important in all instance including photography.

©St Joseph’s College 2022

How big will the brandmark need to be in the application you’re considering? Is the version you are using larger than the minimum size requirement for that brandmark?

Condensed Brand Guidelines V 1.1

Visual identity

Colour Is the logotype the correct version for the application |you’re considering? Would the mono version work better or is full colour preferable?

Number of uses As a rule of thumb the brandmark should not appear more than twice in a piece of collateral. The brandmark should be used as a welcome point and a sign off. The obvious exception to this is when it appears in photography for example on a students uniform.

Condensed Brand Guidelines V 1.1

Do not...

Visual identity

©St Joseph’s College 2022

ST JOSEPH‛S COLLEGE Don’t rotate the brandmarks or use at an angle.

OSEPH‛S LLEGE

Don’t apply effects to the brandmarks.

S JOSEPH‛S COLLEGE T

Never use yellow typography in print. Yellow is only sanctioned for use when embroidered.

Don’t use the brandmarks over a busy image or where the content may clash.

S JOSEPH‛S COLLEGE ST JOSEPH‛S COLLEGE Never put it over someone’s face, always respect T the brandmark clears pace rules.

ST JOSEPH‛S COLLEGE

Don’t stretch the brandmarks.

Don’t use gradients, patterns or colour ways which have not been provided.

ST JOSEPH‛S COLLEGE Don’t change the typography of the logo, the relationship of the crest to the wordmark or use a non-approved typeface.

Don’t use images within the brandmarks.

Do not

Never use the college brandmark and department brandmark together.

©St Joseph’s College 2022

Never use two brandmarks or crests on the same page or layout. In a document or piece of collateral of more than one page a brandmark should be used at the start and as a sign-off only.

Condensed Brand Guidelines V 1.1

Visual identity

Condensed Brand Guidelines V 1.1

Departments, houses and Icons

Visual identity

©St Joseph’s College 2022

St Jo’s Nursery

St Jo’s Prep School

St Jo’s Senior School

Orwell (Blue)

HOUSES

Birkfield (Red)

Goldrood (Yellow)

La Salle (Green)

Core offering

St Jo’s Sixth form

St Jo’s Boarding

Enterprise

St Jo’s community

Holiday camps

Old Birkfeldians (Alumni)

Teacher training

Parents

Rugby festival

Families

Revision camps

Friends

Virtual Sixth Form Supplemental offering

Sub-brandmarks are used to designate specific departments across the College. These are intended to be used in marketing materials for these specific departments and in signage around the college. Full colour crest positive typography left aligned

There are eight variants for each lock-up: • Full colour crest positive typography left aligned • Full colour crest positive typography right aligned • Full colour crest reversed typography left aligned

©St Joseph’s College 2022

Full colour crest reversed typography left aligned

Condensed Brand Guidelines V 1.1

Departments

Visual identity

• Full colour crest reversed typography right aligned Full colour crest positive typography right aligned

Full colour crest reversed typography right aligned

• One colour crest positive typography left aligned • One colour crest positive typography right aligned • Reversed crest and typography left aligned • Reversed crest and typography right aligned

Reversed crest and typography left aligned

One colour crest positive typography left aligned

Sub-brandmarks should be treated in the same way as the main brandmark, as detailed in this guide. When using the department lock-ups you must not feature the school crest on the same page.

One colour crest positive typography right aligned

Reversed crest and typography right aligned

A full suite of icons has been created to work with our brand. Icons are unique to St Jo’s and have been designed within a bespoke grid. They are available in St Jo’s blue and white.

Condensed Brand Guidelines V 1.1

Icons

Visual identity

Descriptor - this must always be used with the icon

Icon Grid - this is used to construct the Icons and should never be printed or seen

Condensed Brand Guidelines V 1.1

The full suite of icons Visual identity

The icons can be used in many ways, but when the appear with the horizontal brand mark, they should either be placed in opposite corners of a document with the width of the icon approximately half the width of the brandmark. X

0.5X

The icons can be locked up with the horixontal brandmark. When this is done a use a vertical line to separate the icon from the brandmark, using equal clearspace on either side of the pipe. The brandmark can be the left or right version but the crest must always be adjacent to the vertical line.

Condensed Brand Guidelines V 1.1

Icon usage and lock-ups

Visual identity

Condensed Brand Guidelines V 1.1

Icon usage do and do nots

Visual identity

Icons may be used over photography where they will stand out.

Do not use icons over busy images, or images with high contrast where they will not be clear.

TENNIS Do not change the colour of the icons.

DANCE Do not stretch or change the proportions of the Icons.

TEXTILES Do not change the typography of the descripto.r

BIRKFIELD

GOLDROOD

Houses

The house system is an important part of the identity of LA SALLE ORWELL St Joseph’s College. Each house has a colour and symbol. The symbols and shield upon which they sit have been taken from the master brandmark.

Condensed Brand Guidelines V 1.1

Visual identity

BIRKFIELD BIRKFIELD

GOLDROOD GOLDROOD

LA SALLE LA SALLE

ORWELL ORWELL

BIRKFIELD

GOLDROOD

LA SALLE

ORWELL

Typography Our typography allows us to have our own voice. Our typefaces can be used consistently across digital, print and environmental applications.

In our information-rich society, it is increasingly difficult to distinguish ourselves from the crowd.

Condensed Brand Guidelines V 1.0

Visual identity

Arpona • Identifiable

• Modern and progressive • Legible It is mainly to be used for headers, publication titles, quotes and other short texts that are to be graphically highlighted.

• Won’t date with fashions and trends

Condensed Brand Guidelines V 1.1

Visual identity

ARPONA Medium

ABCDEFGHIJKLMNOPQRSYUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()_+[];’\,./{}:”|<>? 26

Body copy

Barlow Light

For longer pieces of body copy – articles, for example – the Google font Barlow is to be used. Barlow is a slightly rounded, low-contrast, grotesk type family.

Barlow Light Italic

ABCDEFGHIJKLMNOPQRSYUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()_+[];’\,./{}:”|<>?

Leading To maintain a uniform look and feel across typography, the leading should be consistent. The leading - the space between each line of text - should be consistent. The leading should be 25% greater in value than the type size: so if the type is 12pt the leading would be (12x1.25) = 15pt. Otherwise expressed as 12/15.

ABCDEFGHIJKLMNOPQRSYUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()_+[];’\,./{}:”|<>?

Condensed Brand Guidelines V 1.1

Visual identity

Use Verdana for Word, PowerPoint, etc where a system font is required.

Barlow Semi-Bold

Verdana

ABCDEFGHIJKLMNOPQRSYUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()_+[];’\,./{}:”|<>?

Colour

BIRKFIELD

GOLDROOD

The red and white of our sports kits are retained, along with the gold and dark blue from our uniform. We have streamlined the supplementary colours to include the yellow of the Prep School building, the verdigris of our Chapel roof and the azure blue that features in the stained-glass window panels in the Chapel.

Our College is full of colour and we have updated our brand palette to reflect this. All colour is emotive, and our colour palette is bright, optimistic and warm – it has been designed to reflect the values, energy and vitality of our College.

Condensed Brand Guidelines V 1.1

Visual identity

The colours are used for all contact interfaces that serve as identity carriers. Typography – Always use dark blue text on a white or light coloured background, and use red for headlines and highlighted text. Other primary colour palette combinations may be used sparingly as highlights: for example, in digital application, sign posting, House reference.

LA SALLE

ORWELL

Brand Guidelines V 1.0

Visual identity

PMS 295 100/69/08/54 #002855

Colour breakdowns PMS 185 00/93/79/00 #E4002B

PMS 188 16/100/65/58 #76232F PMS 7406 00/20/100/02 #F1C400

PMS 3995 23/25/100/67 #685C20

PMS 563 54/0/29/02 #6BBBAE

PMS 5473 86/20/32/51 #115E67

PMS 292 59/11/00/00 #69B3E7

PMS 647 96/54/05/27 #236192