Issuu

PATTERNS,

MVSO

VENTURES

PHOTOGRAPHY

SOCIAL

BRAND

MOUNT VERNON ORGANIZATION

Mount Vernon School anchors the Mount Vernon Organization as a destination of inquiry, innovation, and impact. Through MVSO and MV Ventures, our school is living its mission to design a better world by providing unique and differentiated value for all community members now, and into the future.

MOUNT VERNON SCHOOL

PK2-12 Flagship Campus

Mount Vernon is an independent school serving over 1250 students from Preschool through Grade 12. Mount Vernon School is a community where curiosity is cultivated, multiple perspectives are valued, and prototypes are built and iterated until mastery is achieved. Learning is amplified through real-world problem solving, creating limitless possibilities for meaningful impact.

MOUNT VERNON SCHOOL ONLINE (MVSO) Global Campus

Serving grade 9 - 12 families and students who seek an alternative to a traditional in-person school setting, MVSO shares the same quality Upper School curriculum but in a virtual and asynchronous format.

MOUNT VERNON VENTURES

Research, Development & Educational Consulting

Through Ventures, the School has access to the latest educational research and tools including quarterly R&D reports, creating a host of benefits for our students, faculty, staff, the community at large, and beyond.

OUR PURPOSE

Mission Statement

OUR COMMITMENT

OUR IDENTITY

We are a school of inquiry, innovation, and impact. Grounded in Christian values, we prepare all students to be college ready, globally competitive, and engaged citizen leaders.

Inclusion, Diversity, Equity & Action Statement

OUR STRATEGY

Foresight & Strategic Plan

We commit to creating and sustaining a school culture where all members feel valued and safe, sharing their authentic selves to design a better world...together.

We cultivate and inspire growth through a strategic response to the disruptive shifts in the literacies, skills, attributes, and relationships required for current and future, local and global contexts.

OUR APPROACH

Teaching & Learning Program

We design relevant, transformational curricular and learning competencies from Preschool through Upper School, explored through an inquiry-based approach and assessed on levels of proficiency.

MOUNT VERNON MANTRAS

Our Mantras reflect the conditioning and fuel required for sustained growth, performance, and accountability over time. They are the behaviors that thrive in this culture. Remaining committed to utilizing and following our Mantra Map will allow us to achieve our bold vision and design an incredible future together.

ANNUAL THEME

Rooted in The Impact Ready Project: A Journey of Purpose, and inspired by our Mantras, our annual theme, Lead From Where You Are, is a call to action for every member of our community to embrace the attribute of self-leadership. Leadership isn’t reserved for titles, positions, or age—it’s about inquiry, innovation, influence, initiative, and the ability to make an impact, no matter our role. Self-leadership is powered by self-awareness, self-management and self-motivation. Whether in the learning studio, on the field, or within the broader community, Lead From Where You Are challenges us all to step up, lean in, and create impact from exactly where we stand along our Journey of Purpose.

The Logos

Our logo is one of the most important elements of our identity. It’s critical that our logo tells the right story about our school. But the truth is no logo can stay relevant forever.

Times change and so do design sensibilities and norms. The School has changed considerably over the last 50 years with exponential growth in the last 15 years. The logo that spoke volumes when the School was formed has evolved over time as we have undergone substantial changes.

Primary Logos should ONLY be used in Navy and Royal unless the background interferes with readability. The white version may be used in these instances. Logos may be scaled proportionally as long as the resolution is high enough to avoid pixelation. They can NOT be changed in any other way.

Note: to create alignment with the horizontal logo, we have removed the "The" in the stacked logo this year.

The MV Dot is primarily used for internal audiences as a graphic element on collateral.

The MV Dot should only be displayed in MV primary colors: Navy, Royal, and Lagoon, White, and sometimes Gray for athletics purposes only.

The MV Dot has been trademarked since 2023 by The United States Patent and Trademark Office.

BRANDED MARKS

In addition to the School's primary logo and MV dot, we use branded sub marks to reflect specific programs, groups, and initiatives. These sub brands are broken into six groups.

Division:

school-wide initiatives and programs

Signature: programmatic content specific to a particular grade level or division

Programmatic:

school-driven content targeted at a specific group

Milestone: groups who have achieved a specific milestone within the community

Community: non-faculty/staff led groups that support a specific interest

Events:

school-wide events hosted by Mount Vernon

Typography

Primary Font

Roboto is the School’s primary font and is used in the Mount Vernon School logo. This font should be used for all display copy as well as any digital applications.

Secondary Fonts

Secondary fonts are used exclusively by the Brand Team as an accent on a per-project basis.

For the 2025-26 school year, Moonstone remains our script font.

MADE Outer Sans, a display font, is used as a sans serif extended typeface with wide letter forms to compliment Roboto and Moonstone.

Trajan Pro is our designated serif typeface, reserved for the most formal expressions of our brand. It should be used sparingly, and only at the Brand Team’s descretion, to maintain its impact, primarily for campus signage and in some instances of formal communications.

PRIMARY FONT

Roboto

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

SECONDARY FONTS

Moonstone

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

Note: Moonstone should not be used for numbers.

MADE Outer Sans

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

Trajan Pro

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

Colors

MV Color Palette

Our color palette consists of three primary shades of blue (Navy, Royal, and Lagoon), two secondary colors (Lime and Berry), and two tertiary colors (Dandelion and Tango).

If creative calls for colors other than primary blues, Lime and Berry should be the first choices. Tango and Dandelion should be used more sparingly.

Usage - 70/30 Rule

In any composition or design at least 70% of the composition should reflect primary colors and 30% or less utilize secondary colors. Secondary colors are primarily used for accenting and embellishment.

Color Format

Use specific color HEX codes when you need to find the right color in web-based programs.

NAVY

HEX #1C355E

CMYK 99-84-36-27

RGB 27-53-94

PMS 534 C

LIME

HEX #B6DD7A

CMYK 31-0-67-0

RGB 182-221-122

PMS 366 C

ROYAL

HEX #2254A5

CMYK 94-76-0-0

RGB 34-84-165

PMS 7455 C

LAGOON

HEX #8FCCE9

CMYK 41-5-3-0

RBG 143-204--233

PMS 2905 C

BERRY

HEX #EF4785

CMYK 0-87-17-0

RGB 239-70-133

PMS 7424 C

DANDELION

HEX #FFC629

CMYK 0-23-92-0

RGB 255-198-41

PMS 123 C

TANGO

HEX #E9513D

CMYK3-84-82-0

RGB 233-81-61

PMS 7625 C

Patterns, Shapes + Embellishments

Incorporating patterns into our brand creates a visually cohesive and engaging identity. Patterns add depth, texture, and personality, enhancing visual interest and reinforcing brand recognition.

Purposeful Use: Patterns and other design embellishments should be used intentionally to highlight key elements and provide visual harmony. They should complement the overall design.

Patterns should be adaptable to various mediums, from digital platforms to print materials. Ensure patterns scale appropriately and retain their clarity and impact across different sizes and applications.

MV CONFETTI

Developed for and inspired by our Admissions department, the MV Confetti serves as a visual illustration of the spirit and excitement in being a Mount Vernon Mustang.

GEOMETRIC WIREFRAME SHAPES

These shapes are a visual representation of innovation, structure, dynamic learning, and connectedness. The use of wireframe designs adds a sense of depth and movement, visually supporting the multi-dimensional nature of student growth and exploration.

iPATTERN

The use of “i” within the Mount Vernon Brand is significant. Inspired by our pillars of inquiry, innovation, and impact, and programs like iD, iDL, and iProject, we created this pattern as a nod to these integral aspects of our brand identity.

Paper Texture & Sticky Notes

Incorporating paper texture and sticky notes into the School’s brand aesthetic brings a tactile, relatable, and dynamic feel to the visual identity. This approach evokes a sense of hands-on learning, iteration, and creativity. The use of paper textures adds warmth and authenticity, while sticky notes symbolize brainstorming, collaboration, and the iterative nature of the learning process. Together, these elements create a visually engaging and approachable dynamic that reflects the school's commitment to fostering an interactive and inspiring learning environment.

STICKY NOTES

Sticky notes play a big role in the learning and exploration process at MV. Inspired by this, we have created a visual system with sticky notes used to display Mount Vernon vernacular and definitions for terms heard and seen consistently throughout our brand. You can see this system on our website and now have the opportunity to use these elements in your presentations and in other creative ways.

PAPER TEXTURE

Incorporating paper texture and paper texture overlays and treatments on photos enhances the brand's visual identity by adding depth, warmth, and a tactile quality to digital and print materials. This approach creates a sense of authenticity and nostalgia, resonating with audiences on an emotional level. The subtle textures can soften images, adding an artistic and handcrafted feel that differentiates the brand from more sterile, digital-centric designs. Integrating these elements conveys a personalized, approachable, and timeless identity, enriching the overall visual experience and reinforcing core values.

Instances of this treatment are only to be created by the Brand Team for specific design purposes.

Mount Vernon Athletics has an opportunity to elevate its programmatic brand position through an increased focus on stewardship and consistency across every MV sports team and all communication touchpoints. Given the momentum of our sports teams and their increasing post-season success, paired with the School’s transition from Under Armour to Nike and the public launch of the Let's Do This capital campaign, the School is introducing a phased approach to revising the Mount Vernon Athletics Brand. We will continue to evolve the Athletics Brand over the next several years.

Girls athletic teams also utilize lagoon in some instances of uniforms and apparel

ATHLETICS FONTS

CLICK HERE FOR ADDITIONAL INFORMATION ABOUT WORKFLOWS AND GUIDANCE FOR ATHLETICS WORKING WITH BRAND.

GRAY #B7B7B7

ROYAL #2254A5

MUSTANG MARK

Should only be displayed in Navy, Royal, White, or Gray. The Mustang Mark is only to be used for athletics purposes.

ATHLETICS LOGO

The Mount Vernon Athletics mark is a programmatic mark and should be used when illustrating or presenting at the department level. The team logos are used in email header communications, collateral, presentations, and on apparel.

ATHLETICS LOCKUPS

‘MOUNT VERNON’ should remain consistent in size and each sport will adjust in size depending on length. For example:

Center aligned team lockups may also be used with the Mustang

FOOTBALL

MOUNT VERNON

Mark.

ATHLETICS ASSETS

EMAIL HEADERS

SOCIAL MEDIA

The Brand Team will create bespoke graphics for social media for teams advancing to the final four and beyond, as well as promotion for special athletic events.

BRAND MARKS

Athletics-related programmatic brand marks should all feel cohesive to the overall athletics brand aesthetic.

In 2023, Mount Vernon School Online was rebranded with its own unique visual identity. The new MVSO primary logo, nods to the ambitious goal of building a global campus, while continuous line illustrations symbolize connection - essential for a successful virtual experience. A differentiated color palette (with the exception of Navy) creates connection with the flagship brand while honoring the unique learning pathways that are specific to MVSO.

Follow MVSO on Instagram & Linkedin to see more

MADE Outer Sans Bold MADE Outer Sans Regular MADE Outer Sans Thin

Roboto Regular

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam.

MINT NAVY BLUE DARK GREEN BRIGHT GREEN

At Mount Vernon School Online, we believe that learning should feel as dynamic and engaging as the world our students are preparing to lead. That’s why we’ve reimagined our course offerings not just as classes—but as immersive experiences worthy of a marquee. By visualizing our courses as movie posters, we aim to capture the spirit, creativity, and real-world relevance that define our curriculum. Each poster reflects the unique narrative, excitement, and impact of the learning journey within, inviting students to see themselves not just as participants, but as the protagonists of their own educational adventure.

Within the Mount Vernon Ventures brand we have the opportunity to create bespoke visual experiences through product development that support educators and school leaders along their transformational journey.

View more here.

BRAND PERSONALITY

Enterprising Innovator

BRAND VOICE

Our brand exudes a dynamic and forward-thinking voice. It is energetic, enthusiastic, and full of ideas. Confident, optimistic, and passionate about making a difference in the world, our voice speaks with a sense of authority and expertise, while remaining relatable and approachable.

ATTRIBUTES

• Self-Leadership

• Empathy

• Adaptability

• Integrity

• Curiosity

• Creativity

• Grace

PRO TIP

When using AI tools include with your prompt "in the tone of an Enterprising Innovator"

BRAND TONE

Excitement and Enthusiasm: Our tone radiates excitement and enthusiasm, conveying the thrill of exploring new possibilities and pushing boundaries. It speaks with an infectious energy that inspires and motivates others.

Forward-Thinking and Visionary: Our tone communicates a visionary perspective, always looking ahead and embracing innovation. It shares insights and ideas that challenge the status quo, encouraging its audience to think differently and embrace change.

Solution-Oriented and Resourceful: Our tone demonstrates a resourceful and practical mindset. It offers practical advice, tips, and solutions to help its audience navigate challenges and achieve their goals. It encourages creative problem-solving and provides actionable guidance.

Empowering and Determined: Our tone empowers its audience by highlighting their potential and emphasizing the importance of perseverance. It speaks with determination and resilience, encouraging individuals to take risks, learn from failures, and never give up on their dreams.

Approachable and Relatable: Despite its drive and ambition, our tone maintains an approachable and relatable tone. It connects with its audience on a personal level, sharing stories, anecdotes, and experiences that resonate. It fosters a sense of community and collaboration.

Knowledgeable and Thought Leadership: The brand showcases expertise and authority in its field. It provides valuable insights, industry trends, and thought leadership content that positions it as a trusted source of information and guidance.

Photography

Images of People

The people in our photos communicate a lot. As humans, we recognize emotions. Those emotions can illustrate what our community can expect to experience from their engagement and interactions with the School. We look for images that reflect learning, engagement, and interaction. We look for "ah-ha" moments and moments of wonder, curiosity, innovation, connection, and impact.

As a rule in the majority of cases we only feature current students, faculty, and recent alumni in collateral that includes images of people.

ACCESS PHOTOGRAPHY VIA SMUGMUG

HAVE A PHOTOGRAPHY REQUEST? CLICK HERE

VERNACULAR OF MOUNT VERNON

Copywriting Style Guidelines

MV am / pm

August 14, 2024

Our style is intentional. Our style is clean. We rarely use bold. We don’t underline.

Preschool

Lower School

Upper School

PK2, PK3, PK4, PK5, K

Grade 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12 - or - First Grade

Red, white, and blue Red, white & blue

2025 - 26

Spell out all words, use initial caps

Spell out Mount, always with a capital M

All caps, no periods

Lower case, no periods, space after numbers (ie. 9:00 am and 4:30 pm)

Times should always include two digits for the minutes

Only use words and numbers

Single space after a period We rarely use exclamation marks

No Cap S

All caps, no spaces

Capital G space number

Spell out each word, initial caps

Mount Vernon uses the oxford comma. We don't use a comma when ‘&’ is used.

To annotate school years we use four digits for the first calendar year, a dash, and the last two digits of the second calendar year.

The School uses the Associated Press Guidelines when citing sources.

Mt.

Mv, or mv, or m v

AM/PM am./pm. (unless at the end of sentence)

Never use a ‘th’, ‘nd’ or ‘st’ suffix

Our style is intentional! Our style is clear. We don’t underline!!

PreSchool

Elementary School

High School

Pre K 3

1st Grader, or G1

Red, white and blue Red, white, & blue 25-26, 2025-2026

Mount Vernon School

Mt. Vernon School, The Mount Vernon School

EMAIL SIGNATURES

Example

Michele Koch Chief Brand Officer

510 Mount Vernon Hwy NE

Atlanta, GA 30328

All email signatures should follow the following format:

Name (in bold)

Title(s)

Address Line 1

Address Line 2 (City State Zip)

Phone (separate with periods. x for extension)

Logos (MVS, MVSO, Ventures)

HOW TO EDIT YOUR SIGNATURE

•From your Gmail inbox, select the cog in the top right corner

•Select ‘See all settings’

•On the following page, scroll down until you see the ‘edit signatures’ section

•Add your signature as outlined to the left using the default font (Sans Serif)

•Font color should remain black

•With your cursor on a new line below phone number, click the image icon to upload the logo or combined logos lockup that coordinates with the parts of the organization you serve

•The logo(s) for email signatures are located on the MVTeam drive here

•The logo(s) will be very large at first

•Click on the image itself and choose ‘medium’ from the options that appear

•Highlight the logo(s) and click the link icon

•If you serve only Mount Vernon School add mountvernonschool.org to the URL section

If you serve The Mount Vernon School AND additional parts of the organization add mountvernonschool.org/ mount-vernon-organization to the URL section

•Select “Save Changes” at the very bottom of the page

404.252.3448

EMAIL STANDARDS

The School uses two main email platforms to send both internal (faculty & staff) and external emails (community, partners, vendors, etc.). The primary platforms are Gmail and Veracross. Veracross is the School’s platform of records and maintains the most updated and accurate contact information.

Communications sent from Veracross can be targeted by and sorted to select groups as well as sent in mass to the entire community. Communications sent from Veracross using the composer tool can also leverage branded banners customized to groups. For example “Upper School Message.”

As a School we try to be extremely intentional about the volume of communications that we send to our families. Recurring school-wide communications include:

• Weekly Divisional Updates (sent Sundays at 5:00 pm)

• The Scoop - Weekly Newsletter (sent Wednesdays at 2:30 pm)

• Head of Division Letter (sent monthly)

• Head of School Letter (sent quarterly)

If you have a communication that requires community-wide distribution please coordinate in advance with the Brand Team.

Social Media

MV Official Social Channels

All official MV social channels are owned and operated by the Brand Team or organizational leadership and feature curated content across all divisions and programs.

Hashtags

We use hashtags in two ways:

1. To organize thematic content 2. To expand the potential reach and discovery of our content.

#TheMVSchool

#imamustang

#MVInterim

#MVStudios

#MVProud

#MadeinMV

#LetsDoThisMV

#MVVentures

#MVSchoolOnline

PLEASE REFER TO THE SOCIAL MEDIA POLICY IN THE EMPLOYEE HANDBOOK FOR RULES REGULATING RESPONSIBLE USE.

THE MOUNT VERNON SCHOOL

PLATFORMACCOUNT

INSTAGRAM

FACEBOOK X

THREADS

YOUTUBE

@MVmustangs

/school/the-mount-vernon-school/ /mountvernonschool

@TheMVSchool

@MVmustangs

/c/TheMountVernonSchool

MOUNT VERNON SCHOOL ONLINE

INSTAGRAM

FACEBOOK X

@mvschoolonline /company/mvschoolonline /mvschoolonline @mvschoolonline

MOUNT VERNON VENTURES

INSTAGRAM

LINKEDIN FACEBOOK X

SPOTIFY @mvschoolonline /company/mount-vernon-ventures /themvventures

@TheMVVentures

Start With Questions Podcast

Mount Vernon is the only SAIS School with verified social accounts!

AUDIENCES

Providing branded and customized resources that visually illustrate the work our team is doing will become increasingly important as we build awareness for the organization's full capacity to design innovative and impactful learning pathways. Social profiles can be customized to reflect the areas faculty and staff serve the Mount Vernon Community.

Social hero images are for X and Linkedin. You are encouraged to use them if you use your social accounts primarily for sharing Mount Vernon content.

Social hero images are available for download HERE.

MOUNT VERNON SCHOOL

MOUNT VERNON SCHOOL + MOUNT VERNON SCHOOL ONLINE

MOUNT VERNON SCHOOL + MOUNT VERNON VENTURES

MOUNT VERNON SCHOOL + MOUNT VERNON SCHOOL ONLINE + MOUNT VERNON VENTURES

Meet the Team

We are here to partner with you in the stewardship of this innovative and inspiring brand, as well as amplify your messages and ideas. We look forward to collaborating with you!

Michele Koch Chief Brand Officer mkoch@mountvernonschool.org

Ask me about: Brand/Marketing Strategy, Storytelling, and Media Relations Kelsey Mruk Creative Director kmruk@mountvernonschool.org

Ask me about: Creative Design and Art Direction

Sarah Royal Director, Web Dev & Digital Experience sroyal@mountvernonschool.org

Ask me about: Digital UX, Websites, Coding, and Instagram

Sabrina Hampton Graphic Designer shampton@mountvernonschool.org

Ask me about: Graphic Design and Layout

BRANDED TEMPLATES & BRAND ASSETS

All brand assets including logos, fonts, printable brand reference cards, social media hero images, and branded google slide decks can be found on the GOOGLE DRIVE.

PROJECT TIMELINES

REQUEST TYPETIMING

bit.ly/MVBrandRequest

• Banners and large format prints average 7-10 days from finished design. Design Printing

Average lead time is 3 weeks from conception to final asset delivery. Project complexity drives timing.

• We can produce in-house:

- Flat prints up to 12” x 18”

- Square-cut cards and mailers

- Folded brochures

- Booklets (up to 60 pages)

• Production time averages 72 hours from finished design.

BRAND REQUESTS & WORK FLOW PROCESS

We are here to amplify your messages and ideas. We also aim to streamline communications to our families in an attempt to reduce the volume of emails they receive where possible to improve their overall experience with the School.

Photography

bit.ly/MVBrandRequest

Story Amplification

Story in the Scoop

1 week lead time to

FOR MORE DETAILED INFORMATION ON PROCESSES FOLLOW THE LINKS BELOW: