Branding Guidelines

Brand Identity

Style Guide

LOGO ETIQUETTE

Always:

• Follow the style rules as outlined in this guide.

• Select only one logo to represent the school for any given marketing piece.

• Use the official SCP color palettes and fonts.

• Adhere to clear space and minimum size guidelines.

EXAMPLES OF LOGO MISUSE:

Never:

• DO NOT apply any style treatments to logos.

• DO NOT use a logo on a busy or patterned background.

• DO NOT place other images inside the boundaries of the logo.

Do not use the logo(s) in colors other than those provided in this guide.

Do not add drop shadows or special effects to the logo(s).

Do not place the logo on top of a distracting or busy background.

Do not eliminate elements from the logo(s).

Do not add other elements or symbols of any kind to the logo(s).

APPAREL AND PROMOTIONAL USAGE AUTHORIZATION

In a continued effort to maintain the integrity of the Seton brand, all groups producing apparel and/or promotional items representing Seton Catholic Prep in any way MUST RECEIVE PRIOR CONSENT from Seton Catholic Preparatory to proceed.

Before printing any Seton Catholic Prep branding logo, the user or group must have a signed and approved request form.

• The form can be found at tinyurl.com/SCPbranding.

• Permission forms must be submitted to the Principal’s Office for approval.

• Any person producing items without approval is subject to disciplinary action.

• Before designing apparel, a Brand Use Permission Request form must be submitted for approval.

• Approved apparel colors for Athletics, Clubs and Programs are white, red, gold, and heather gray.

• Other colors may be approved for spirit wear on a case-by-case basis. Apparel that incorporates black into the style may be submitted for approval.

• Contact the Principal’s Office for a list of preferred vendors who have the school’s logos and style guide.

MAIN PALETTE:

SETON RED

COLOR PALETTE

The Seton Catholic Preparatory color palette consists of two main colors and a set of support colors. The main palette consists of Seton RED and Seton GOLD. Please refer to the corresponding Pantone, HEX, RGB, and CMYK breakdowns.

SECONDARY SUPPORT PALETTE:

Pantone Red 200 C

Pantone Red 200 U

L: 42 A: 66 B: 34

R: 183 G: 18 B: 52

C: 3 M: 100 Y: 66 K: 12

HEX: B71234

SETON GOLD

Pantone Gold 130 C

Pantone Gold 130 U

L: 42 A: 66 B: 34

R: 240 G: 171 B: 0

C: 0 M: 30 Y: 100 K: 0

HEX: F0AB00

Pantone Clay 7536 C

Pantone Clay 7536 U

L: 66 A: 0 B: 13

R: 170 G: 163 B: 142

C: 11 M: 13 Y: 30 K: 32

HEX: AAA38E

Pantone Clay 7535 C

Pantone Clay 7535 U

L: 72 A: 0 B: 11

R: 190 G: 185 B: 166

C: 7 M: 10 Y: 22 K: 20

HEX: BEB9A6

Pantone Clay 7534 C

Pantone Clay 7534 U

L: 82 A: 0 B: 8

R: 215 G: 211 B: 199

C: 4 M: 4 Y: 13 K: 8

HEX: CECABC

MAIN LOGO

Summary:

The name Seton Catholic Preparatory is the most prominent public face of the school; it is the leading emblem of our brand identity system. The Main Logo’s distinction is its incorporation of the St. Elizabeth Ann Seton Chapel dome, a rooftop-style arch symbolizing the school’s Catholic community. And with the incorporation of “Chandler, Arizona,” it establishes location and represents the school’s history. Its clean design and Roman Catholic-style font strike a balance between contemporary and classic that will endure far into the future.

Primary Usage:

The Main Logo is for use on academic-related materials. Official school stationery items and print materials, such as:

• Letterhead

• #10 envelopes/labels

• Notecards

• Business cards

Note: With prior approval by administration, select spirit wear and merchandise may use this logo.

FULL-COLOR APPLICATION

The full-color application of the Seton Catholic Preparatory logo is shown to the right, with the dome and arch elements printed in Seton Gold and all text printed in Seton Red.

RESTRICTED USE

The single-line, text-only mark is reserved for only special horizontal formats.

ONE-COLOR APPLICATION

While the full-color version of the Seton Catholic Preparatory logo is the preferred printing method, there may be times when a singlecolor logo is appropriate. Below are the single color applications of the logo when it may appear in black, white, or Seton Red. The logo may not be printed in additional colors.

REVERSE APPLICATION: FULL-COLOR

In certain applications when the logo needs to be printed on a solid background, modifications have been made to ensure legibility and clarity.

REVERSE APPLICATION: ONE-COLOR

Below are examples and acceptable uses of the logo reversed in white on a solid-colored background (such as Seton Red or Seton Gold).

CLEAR SPACE GUIDELINES

A designated space has been indicated below to ensure that the Seton Catholic Preparatory logo maintains its integrity and is not distracted by other elements such as type, symbols, graphics, or additional marks of any kind. The distance is equal to the proportional height of the cross at the top of the dome.

MINIMUM SIZE GUIDELINES

To ensure maximum legibility of the Seton Catholic Preparatory main logo, it should appear no smaller than 1” tall.

MAIN LOGOSTACKED VERSION

Summary:

The stacked version of the Main Logo carries the same brand prominence and symbolism as the horizontal version. This is slightly modified for apparel usage and other applications where a design calls for a stacked logo option which provides flexibility in size and scale.

Primary Usage:

The Stacked Main Logo is for use in apparel and print applications, notably:

• Official school uniforms

• Staff polo shirts

• Parent associations and boards

• Banners and print signage

Note: With prior approval from administration, this logo may also be used on school flags, select spirit wear and merchandise.

FULL-COLOR APPLICATION

The full-color application of the Seton Catholic Preparatory Stacked Logo is shown to the right with the dome and arch elements printed in Seton Gold and all text printed in Seton Red.

ONE-COLOR APPLICATION

While the full-color version of the Stacked Logo is the preferred printing method, there may be times when a single-color logo is appropriate. Below are the single color applications of the logo when it may appear black, white, or Seton Red. The logo may not be printed in additional colors.

REVERSE APPLICATION: FULL-COLOR

In certain applications where the logo needs to be printed on a solid background, certain modifications must be made to ensure legibility and clarity.

REVERSE APPLICATION: ONE-COLOR

Below are examples of acceptable uses of the logo reversed out in white on a solid-colored background (such as Seton Red or Seton Gold).

CLEAR SPACE GUIDELINES

To ensure that the Seton Catholic Preparatory Stacked Logo maintains its integrity and is not distracted by other elements such as type, symbols, graphics, or additional marks of any kind, a clear space has been indicated below. The distance must equal the proportional height of the cross at the top of the dome.

MINIMUM SIZE GUIDELINES

To ensure maximum legibility of the Seton Catholic Preparatory Stacked Logo, it should appear no smaller than 1” tall.

SENTINEL MASCOT

Summary:

A source of pride, history, and crowning achievement in athletics at Seton Catholic Prep, the Sentinel is integral to the brand identity system and tradition. It is distinguished by the Sentinel’s strong jawline and watchful gaze, breastplate of armor, plume of feathers, and mighty mascot name “Sentinels.”

Primary Usage:

Use the mascot logo in:

• Athletics apparel (coaching staff and student-athletes)

• Athletics marketing materials: from banners and print brochures to online messaging

• Gymnasium signage

• Sentinel Club materials

FULL-COLOR APPLICATION

The full-color application of the Sentinel Mascot logo is shown to the right with elements printed in Seton Gold and Seton Red. The “Sentinel” text should always be in Seton Red and no other colors.

ONE-COLOR APPLICATION

While the full-color version of the Mascot logo is the preferred printing method, there may be times when a single-color logo is appropriate. It is only allowed on a white background when a printing process that can produce “gray” from black can be used, such as when paper flier copies are needed. This logo should not be printed on apparel or other items. To the right is the single-color application of the logo when it may appear in black on a white background. The logo may not be printed in additional colors.

REVERSE APPLICATION: FULL-COLOR

In certain applications where the logo needs to be printed on a solid background, certain modifications must be made to ensure legibility and clarity.

REVERSE APPLICATION: THREE-COLOR

Below are examples of acceptable uses of the logo on a solid-colored background (such as Seton Red or Seton Gold).

NOTE: The face and the border surrounding the head of the logo must appear in white when printed on anything other than a white background.

NOTE: This is an alternative to printing in full color.

CLEAR SPACE GUIDELINES

To ensure that the Mascot logo maintains its integrity and is not distracted by other elements such as type, symbols, graphics, or additional marks of any kind, a clear space has been indicated below. The distance equals the proportional height of the “S” in the word Sentinels.

MINIMUM SIZE GUIDELINES

To ensure maximum legibility of the Mascot logo, it should appear no smaller than 1” tall.

MASCOT LOGO ALTERNATE

In certain applications, the mascot logo can be paired with “Seton Catholic” text.

SENTINELS

BOOSTER CLUB

SENTINELS LOGO

Summary:

This logo positions our mascot synonymous with Seton Catholic Prep.

Primary Usage:

The Sentinels Logo is used for:

• Athletics uniforms or apparel

• Spirit wear, notably:

» Sweatshirts

» T-shirts

» Caps

• Merchandise

• Student club or event materials, such as:

» Kairos retreats

» Fine Arts performances

» Robotics Club competitions

FULL-COLOR APPLICATION

The full-color application of the Sentinels Seton Catholic logo is shown to the right, with the horozontal lines printed in Seton Gold and all text printed in Seton Red.

ONE-COLOR APPLICATION

While the full-color version of the Sentinels Seton Catholic logo is the preferred printing method, there may be times when a single-color logo is appropriate. Below are the single color applications of the logo when it may appear in black, white or Seton Red. The logo may not be printed in additional colors.

REVERSE APPLICATION: FULL-COLOR

In certain applications when the logo needs to be printed on a solid background, certain modifications have been made to ensure legibility and clarity.

REVERSE APPLICATION: ONE-COLOR

Below are examples and acceptable uses of the logo reversed in white on a solid-colored background (such as Seton Red or Seton Gold).

CLEAR SPACE GUIDELINES

To ensure that the Sentinels Logo maintains its integrity and is not distracted by other elements such as type, symbols, graphics, or additional marks of any kind, a clear space has been indicated below. The distance is equal to the proportional width of the “E” in the word Sentinels.

MINIMUM SIZE GUIDELINES

To ensure maximum legibility of the Sentinels Logo, it should appear no smaller than .75” tall.

SCP MONOGRAM

Summary:

The monogram or initials-only logo is distinguished by a stylized cross as the focal point; this cross design is a unifying feature throughout the Seton Catholic Prep brand system. The SCP monogram is to be used where there is familiarity with the Seton Catholic Preparatory identity.

Primary Usage:

The SCP monogram is an option for:

• Clubs and events T-shirts

• Select spirit wear, such as caps and merchandise

• Athletics uniforms

• Bumper stickers (as initials help identify local Catholic schools)

• Select marketing materials as a branding accent or “mark”

• Clubs and extracurricular

• Social media (or for compact applications where size is limited)

FULL-COLOR APPLICATION

The full-color application of the SCP monogram logo is shown to the right with the cross printed in Seton Gold and all text printed in Seton Red.

ONE-COLOR APPLICATION

While the full-color version of the SCP monogram logo is the preferred printing method, there may be times when a single-color logo is appropriate. Below are the single color applications of the logo when it may appear in black or Seton Red. The logo may not be printed in additional colors.

REVERSE APPLICATION: FULL-COLOR

In certain applications when the logo needs to be printed on a solid background, certain modifications have been made to ensure legibility and clarity.

CLEAR SPACE GUIDELINES

To ensure that the SCP monogram logo maintains its integrity and is not distracted by other elements such as type, symbols, graphics, or additional marks of any kind, a clear space has been indicated below. The distance is equal to the proportional width of the cross in the center of the “C.”

MINIMUM SIZE GUIDELINES

To ensure maximum legibility of the Seton Catholic Preparatory stacked logo, it should appear no smaller than .5” tall.

SCHOOL CREST

Symbolic Meaning:

The origins of Seton Catholic Preparatory are effectively symbolized in our coat of arms. The three crescents were taken from the Seton family emblem. The two crosses were adapted from the missionary cross in the coat-of-arms of the Diocese of Tucson (to which SCP belonged until the Diocese of Phoenix was established in 1969.) The star in the Arizona state flag became triple stars indicating the Blessed Trinity, while the Fleur-de-lis represents Mary, as expressed in our school motto: “To Jesus through Mary.” The chevron, standing for the gable of God’s house, reaches up into the blueness of our Arizona sky. The crest carries the school colors—red and gold— blazoned on a background of blue for Mary and black as the color of the Tucson diocesan arms.

Primary Usage:

The Seton Catholic Preparatory crest is for limited, official usage on materials where it is imperative to show the school’s standing either from an academic or historical perspective, for example:

• Diplomas

• Correspondence from the Office of the Principal

• Flags

• Materials related to the school’s anniversary milestones

FULL-COLOR APPLICATION

The full-color application of the Crest Logo is shown below with most elements printed in Seton Gold and Seton Red and a splash of blue on the center shield. This color treatment is the preferred usage of this logo.

TWO-COLOR APPLICATION

In limited cases, a two-color version of the Crest Logo is acceptable. The two colors used are Seton Gold and Seton Red. This logo should never be printed in additional colors, nor should it be printed in a single color.

BRAND MESSAGING

All marketing efforts must reflect the core qualities that distinguish Seton Catholic Preparatory. It’s about building positive awareness and understanding, influencing perception, and capitalizing on the distinctive strengths of Seton Catholic Prep. This will allow marketing, recruiting, and fundraising efforts to engage audiences in meaningful dialogue with a common foundation.

To that end, we present the foundational messages of the Seton Catholic Preparatory brand.

About Us:

Founded in 1954, Seton Catholic Preparatory is a private, co-educational high school in Chandler, Arizona, dedicated to our mission focused on academic excellence, leadership, and loving service to others. Seton Catholic Prep places a high level of focus on developing the individual student. We provide a supportive community for students to discover and develop their God-given talents and ability to succeed in higher education.

Mission Statement:

To provide a college preparatory curriculum within a Catholic faith community focusing on academic excellence, leadership, and loving service to others.

Charisms:

Unlike other parochial, private-public, or charter high schools, Seton Catholic Prep instills in its students the charism (spiritual gifts) as set forth by St. Elizabeth Ann Seton: Courage, Determination, Faith, Love

Through these spiritual gifts, Seton sets students on a course of positive self-discovery and spiritual enrichment. When these four charisms are interwoven with the knowledge gained from a Seton education, there is no stopping the potential our graduates can achieve.

Tagline:

Academic excellence. A world of opportunity.

EDITORIAL STYLE

Seton Catholic Preparatory: This is our formal and proper name which should be used in formal pieces such as invitations and commencement materials. It can also be used as the first reference in materials/publications for off-campus audiences, particularly those unfamiliar with the school.

Seton Catholic Prep: This is our less formal name and can be used upon second and subsequent references. It can also be used (without first reference to the proper name) to communicate with internal audiences.

Seton Catholic: This is our informal name. Use it only in materials where there are a lot of references to the school, and the proper name has been established along with “Seton Catholic Prep.”

Seton: This is our least formal name. It should be used primarily as an adjective after the proper name has been established, e.g., “Seton students.” Note: It can be used on social media platforms given brevity and word count limits.

SCP: Use SCP on social media platforms or otherwise within the context of text materials if it is established with a parenthetical reference to the full name Seton Catholic Prep.

Example: Seton Catholic Prep (SCP) is a highly regarded educational institution in the east valley of Phoenix. The students of SCP excel in academics and athletics.

BRAND TYPE STYLES

Typography is an integral part of a brand’s signature look. It’s essential to use a set of typefaces to maintain brand consistency. Please use the following fonts when creating communication materials for Seton.

NEXA BOLD

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

GAZETTE LT STD

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

MYRIAD PRO

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

OPEN SANS

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

Headlines: Nexa should be used for display and headlines in communication and marketing materials, including banners, programs for events, brochures, or viewbooks. Nexa is also used on official school stationery, including letterhead, thank you notes, and business cards. Never use Nexa for body copy or anything longer than short headlines (three to five words).

Subheadings: Gazette is a clean serif font that pairs well with the sans serif nature of Nexa. Gazette is the most formal typeface in the Seton brand family.

Standard subheads and body copy: Use Myriad Bold for subheads and Myriad Regular for longer body copy.

Online body copy: For online use only. Don’t use with Raleway or Myriad