The Covenant School Brand Identity Guidenlines

The Covenant School

Brand Identity Guidelines

Contents

Mission Purpose School Logos School Verbiage Email Etiquette Athletic Guidelines Alumni Guidelines Campus Store Guidelines

Mission

The Covenant School seeks to promote the moral, intellectual, and physical development of young people. We foster the virtues of faith, wisdom, and love through the pursuit of academic excellence and the recognition of God’s sovereignty over His creation. We nurture our students, challenging them to follow the example of Jesus Christ, to achieve through self-discipline, to lead by service to others, and to grow in knowledge and virtue.

Purpose

For over thirty years, The Covenant School has been a symbol of a strong Christian education in Charlottesville. As we continue to develop and refine our brand both internally and externally, the Brand Identity Guide serves as a tool for employees to maintain consistency across both campuses in our written and verbal communication.

School Logos

Capturing the architectural elements of our Lower School and Upper School buildings as well as honoring the history of our original school logo, the shield consists of four pillars. The three Greek crosses reflect our Christian heritage: the trinity; faith, hope, and love; truth, beauty, and goodness. The crosses also bear a distinctive symmetry with the House flags at the Upper School.

The following are acceptable ways of reproducing The Covenant School signature with the shield. In each case the font for the school signature is Book Antigua in small uppercase: Covenant The Covenant School The Covenant School The school seal consists of the shield laid on a blue background with the seal in a white background. The seal shall be used for the most formal of communication. Awards and certificates, diplomas, letterhead, report cards, print advertising, school flags, merchandise, and official school communication are all appropriate for the school seal.

House logos were designed by Upper School art teacher, Kelly Oakes. Each of the four Houses has a signature color: Fortitudo, cobalt blue Iustitia, red Prudentia, light blue Temperantia, green House logos may be used on House t-shirts and spirit wear, flags, stationary, signage, and marketing materials.

House Logos

Colors & Fonts

Official Colors Official Fonts

The official colors of the school logos and athletic logo are: C 100 M 76 Y 12 K 70 PMS 289

The official school fonts are:

Book Antiqua Calibri

C 13 M9 Y 10 K 27 Cool Gray 5

The following chart highlights correct and incorrect ways of referencing the school, its campuses, students, programs, and organizations: Correct Messaging

Incorrect Messaging

The Covenant School

the Covenant School; Covenant School

Upper School, Lower School

Upper Campus, Lower Campus

Grade 4, fourth grade, fourth graders

Fourth Grade, Fourth Graders, 4th Grade

PTC, Parent-Teacher Community

Parent Teacher Community

House

house

I’m Third

“I’m Third”

For Others, for Christ

“For Others, for Christ”

Chapel (when speaking of our service)

chapel

Pre-K, Pre-Kindergarten

pre-k, Pre-k, pre-kindergarten

Covenant Club

The Covenant Club

The Perch

the Perch

Campus Store (when referencing The Perch)

School Store

TCS (internal/informal communication)

TCS (formal communication/branding)

Parent-Teacher Conferences

Parent/Teacher Conferences

Headmaster’s Office, Admissions Office

Headmaster’s office, admissions office

middle school

Middle School

*A note on syntax: Covenant style uses the Oxford comma. Before the “and/or” in a series, include a comma.

Communication Guidelines

Email Etiquette

Covenant emails, whether internal or external shall be written in sans serif font, in normal size, with black type. Emails should not be italicized or bolded as a whole. Each employee shall have an email signature with the school seal on the left and employee information on the right consisting of name, title, school name, address, and phone number. Employees should not add a quote or tagline onto their email for the purpose of consistency and branding.

When closing an email, any closing wording is acceptable (i.e. Sincerely, Respectfully, Blessings, etc.) followed by the name of the person writing the email. The school signature should not be substituted for the personal signature of the email. For example: Sincerely, Molly

Athletics

Athletic Logo The athletic logo shall consist of the word “Covenant” laying in the letter “C”. The “C” shall be broken on the left side to accommodate the word. The athletic logo shall be used for all practice and game uniforms, helmets, athletic marketing materials, letterhead, signatures, and anything else that is specific to Covenant Athletics.

Uniforms and Sports Items All coaches and parents shall order uniforms, practice gear, and other sports items with the approval of the Athletic Director and the store manager of The Perch. No order with any school logo may be completed without their approval.

Eagle Mail Covenant Athletics sends out a weekly e-newsletter on Fridays called Eagle Mail. The school community is able to keep up with schedules, awards, coaching changes, etc through this product.

Eagle Logo

Eagle Only (For Printing)

While there are many representations of the eagle, there is only one official Covenant mascot logo. Any other representation of the eagle must be approved before replicating on gear, uniforms, marketing materials, etc.

The following chart highlights correct and incorrect ways of referencing the athletic program, its players, coaches, and teams: Correct Messaging

Incorrect Messaging

Covenant Athletics

Covenant athletics, Covenant Sports

Athletic Office

Office of Athletics, Athletic Department

Girls Volleyball

Girl’s Volleyball, Girls’ Volleyball

Boys Basketball

Boy’s Basketball, Boys’ Basketball

All-State, All-Conference

All State, All Conference

Coach Annie Gumbs

coach Annie Gumbs, field hockey Coach

JV

J-V, J/V

varsity, junior varsity

Varsity, Junior Varsity

Alumni

The Office of Alumni Relations works alongside the Advancement Office to connect with Covenant alumni through alumni events, college and city visits, the alumni reunion, etc. The following variations are appropriate for the constituency we serve: Alumnus: single person, male Alumna: single person, female Alumni: plural, male or female

Covenant’s campus store, The Perch, opened in October, 2014 in order to solidify the brand of The Covenant School. Now a vital arm of our marketing strategy, The Perch is a resource to our families, faculty, and staff. The Perch is also set up to protect all marks, colors, and logos associated with the school and athletics. All tangible items such as clothing, magnets, stickers, etc., must have store approval before ordering by a Covenant employee, team, or parent. No individuals, parents, or outside entity may have products produced with any school mark/logo or in any way advertising the school without consent and approval.

The Perch

Charlottesville, VA 434.220.7309 www.covenantschool.org marketing@covenantschool.org