Graph ic Standards Manual Graph ic Standards 2017 Manual 2017
For the usage and reproduction of the Five Keys Schools and Programs logo, identity system, and applications.
For the usage and reproduction of the Five Keys Schools and Programs logo, identity system, and applications.
Five Keys Schools and Programs
Graph ic Standards Manual 2017 For the usage and reproduction of the Five Keys Schools and Programs logo, identity system, and applications.
Copyright Š 2017 Five Keys Schools and Programs All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form by any means electronic, mechanical, photocopying, recording or otherwise without the permission of the copyright holder.
Five Keys Five Keys Schools Schoolsand andPrograms Programs
We’ve come a long way, growing as a school and as an organization. As we begin to mark our 15th year, we’re ready for what’s next, and we have a new brand identity that will take us there. A brand that mirrors our commitment to our students, our community and our partners, and underscores our belief in education and change. As Five Keys continues to grow, these guidelines will help you understand our brand—who we are, what we stand for as well as where we’re going. Our brand is an asset, and this road map will ensure that we keep it focused and consistent as we tell the world who we are. Join us. We can’t wait to get started.
Graphic GraphicStandards Standards Manual Manual
1.0 Introduction Our Brand Story 1.01
Letter from Executive Director
1 .0 2
Letter from the Founder
1 .0 3
Our Story
1 .0 4
Five Keys Core Values
2.0 Visual Identity Logo 2 .0 1
Logo Concept
2.02
Primary Logo
2.03
Secondary Logo
2.04
Primary Reversed Logo
2.05
Secondary Reversed Logo
2.06
Black-and-White Logo
2.07 Grayscale Limited Use 2.08
Clearspace
2.09
Minimum Space
2.10
Mobile Device Logos
2 .1 1
Official Business Seal
2 .1 2
Medallion
Five Keys Schools and Programs
Tagline 2.1 3
Brand Tagline
2 .1 4
Logo with Tagline
2.1 5
Tagline Clearspace
Color 2.1 6
Primary Color
2.1 7 Secondary Color System 2.1 8
Tertiary Color System
2 .1 9
Background Color
2.20
Logo Background Colors
2.21
Incorrect Usage
3.0 Graphic Systems Typography
Photography
3.01
Primary Typeface
3.06
3.02
Secondary Typeface
3.07 Education
3.03
Type Hierarchy
3.08
Classroom
3.09
Graduation
3.10
Inspiration
Iconography 3.04
Five Keys Icons
3.05
Brand System Icons
People
4.0 Brand Communications Audience 4.07
Stationery
4.08
Forms and Collaterals
Tone of Voice
4.09
Graduation Collaterals
4.02
Key Adjectives
4.1 0
Invites and Programs
4.03
Copywriting Guidlines
4 .1 1
Branded Apparel
4.1 2
Branded Applications
Campaign
4.13
Website
4.04
Campaign Posters
4 .1 4
Mobile Applications
4.05
Vertical Posters
4.06
Horizontal Posters
4 .0 1
Our Audience
Brand Applications
Graphic Standards Manual
Introduction // Brand Story
10 Five Keys Five Keys Schools Schoolsand andPrograms Programs
Introduction // Brand Story
Letter from the Director
1.01
As Five Keys Schools and Programs approaches its 15th anniversary in 2018, I am honored and truly humbled to celebrate this momentous occasion with our teachers, staff members, partners and supporters including the San Francisco Sheriff’s Department, without whom the very idea of Five Keys Schools and Programs would not have been born. Most important, I am so proud of our students who continue to graduate on a daily basis from our in-custody and ever-expanding community programs. We have faced many challenges over the years especially from those who believed this idea was impossible to implement. Life is sometimes about leaping over barriers that keep us from the future we all deserve. We believe that Change is Possible and that by creating opportunities through education, the impossible becomes possible. The proof is in our graduates.
STEVE GOOD Executive Director
Graphic Standards Manual
Introduction // Brand Story
1.02
Letter from the Founder Five Keys Charter School was founded in 2003, in the San Francisco County Jail. Nobody in the United States had ever attempted to launch a charter high school inside a jail, and the chances of success were slim. But a small group of dedicated people, working in concert with supportive members of the Sheriff’s Department defied the odds and made it happen. Since then, Five Keys has grown well beyond its early physical boundaries and has achieved more than its founders could have imagined. Our student body was initially comprised of prisoners and those released from jail, people whose actions have harmed their communities, and, more often than not, are themselves victims of abuse and neglect, but now also includes members of the community that are impacted by the difficulties of neighborhoods that are under-served. By incorporating a comprehensive high school curriculum in a fully structured schedule, Five Keys is able to help turn the shame of being without an education and the ignominy of imprisonment into the pride of knowledge and the dignity of being a constructive community member.
Five Keys Schools and Programs
Introduction // Brand Story
These changes don’t happen overnight. Like the great baseball manager Chuck Tanner once said: “There are three secrets to managing. The first secret is to have patience. The second is to be patient. And the third most important secret is patience.” When we see a repeat offender earn their diploma from Five Keys and we hear them accept their own responsibility for their behavior as they move into a restorative role for themselves and their community, it’s like watching that player that you brought in as an unseasoned rookie hit one out of the park in their first major league at bat. On behalf of everyone involved with Five Keys, I thank the leadership and students of the Academy of Art University and their teacher, Thomas McNulty, for their time, their talent and especially their passion. Their contribution to the look and feel of our design will help us advance our message of Education, Employment, Recovery, Family and Community to a wider audience and forge new partnerships, which in turn will allow us to continue to expand and bring our important work to communities in need.
SUNNY SCHWARTZ Founder
Graphic Standards Manual
Introduction // Brand Story
1.03
Our Story The Five Keys began with a simple idea: recognizing that education has the power to transform lives. Originally established by the SF Sheriff’s Department in 2003, Five Keys was the first charter school in the nation to operate inside of a county jail. Today we are a nationally recognized education management (non-profit) corporation that operates accredited charter schools and programs for TAY youth and adults at 70 locations across California. Five Keys operates with the goal of restoring communities through education and other programs that respond to the students and community needs—which in turn creates safer communities. Five Keys provides a range of educational programs and services including: high school diploma, career and technical education, digital literacy, ESL, cognitive behavioral, recovery programs, case management, correctional education consulting and college access to transitional aged youth and adults in six California counties.
Five Keys Schools and Programs
Introduction // Brand Story
Graphic Standards Manual
Introduction // Brand Story
Five Keys is more than a school. It’s more than our academic programs. At its core, Five Keys is a vision. One that believes that every student deserves a chance at learning even if they’ve never had it before, and that restorative justice is central to that process. Armed with that vision, we’re changing the way students see themselves, by giving them the skills they need to build a future. We’re changing the script, by helping people break the cycle of violence, neglect and incarceration. We’re changing families, by providing the support and resources to help them stay intact. Above all, we’re changing the way people think about the role of education in restoring communities.
Five Schools Keys Schools and Programs Five Keys and Programs Programs
Introduction // Brand Story
Five Keys Core Values
1.04
Our approach to education is a well-rounded one, taking into account the various facets of our students’ lives. Our focus on five important aspects— education, employment, recovery, family and community—helps unlock change and opportunity for those we serve. Here are our Five Keys.
O U R VALU E S
E D U C AT I O N Education changes lives. We know from established research that at-risk individuals have a much better chance safely re-entering society if they have completed academic programs.
EMPLOYMENT Our curriculum includes Career Skills and Life Skills and additional vocational courses, along with other services that enable students to move promptly in the right direction, upon their release.
RECOVERY We assist students with addiction treatment, rehabilitation and recovery, with the understanding that many students are also victims.
F A M I LY Family is a common theme in many academic classes and students in-custody are eligible to participate in a variety of parenting programs.
COMMUNITY We rely on our community partnerships for expanding classes and increasing student opportunities. A great deal of community input is used to build our programs for recovery and safe return.
Graphic Standards Manual
2.0 Visual Identity Our visual identity is the face of our organization. This section covers the essential elements of our brand, including logo, color and usage. Proper application of these guidelines will help ensure consistency wherever our brand is used.
Logo Usage
Tagline
2 .0 1
Logo Concept
2.1 3
Brand Tagline
2.02
Primary Logo
2 .1 4
Logo with Tagline
2.03
Secondary Logo
2.1 5
Tagline Clearspace
2.04
Primary Reversed Logo
2.05
Secondary Reversed Logo
2.06
Black-and-White Logo
2.07 Grayscale Limited Use
Color Usage 2.1 6
Primary Color
2.1 7 Secondary Color System
2.08
Clearspace
2.1 8
Tertiary Color System
2.09
Minimum Space
2 .1 9
Background Color
2.10
Mobile Device Logos
2.20
Logo Background Colors
2 .1 1
Official Business Seal
2.21
Incorrect Usage
2 .1 2
Medallion
Five Keys Schools and Programs
Our logo reflects our values:
Reliability. Advocacy. Progress.
Brand Graphic Guidelines Standards And Standards Manual
Visual Identity // Logo Usage
Our logo is a symbol of our values as an organization.
The skeleton key, featured prominently in the logomark, represents an ability to unlock multiple doors—underlining our promise to help our students overcome challenges and open the doors to a new future and its opportunities. The strong, modern typeface that accompanies it reflects the boldness of our mission as we move forward. Taken as a whole, our brand anchors us as reliable and trustworthy, while being an advocate for progress and possibilities.
Five Keys Five Keys Schools Schoolsand andPrograms Programs
Visual Identity // Logo Usage
Logo Concept
2.01
Our logo is our brand’s most valuable asset. It identifies us to the world, so it’s important that we treat it with respect. This logo lockup should be used for all printed and digital collateral, including publications, posters, flyers, brochures, websites, identification cards, signage, presentations and stationery. Examples of these applications can be seen in Section 4.7.
PRIMARY LOGO
THE KEY The skeleton key is a visual representation of our name. An F and K, standing for Five Keys, is integrated into the structure of the icon.
THE RULE A thin, solid line encases the logo lockup. It provides a stable, structured frame for the brand elements and signifies reliability, much like Five Keys.
BE NICE TO OUR LOGO! It can’t defend itself, so that’s what this book is here for. If you’re tempted to squeeze, stretch or do something else creative with it—hold that thought. We’ll get to specifics in a minute.
THE COLOR The color blue represents knowledge, balance and education. Five Keys blue is strong and compelling.
THE TYPOGRAPHY The font chosen for our logotype is modern and characteristic, with a playful roundness on the leg of the K. Its bold appearance makes our logo legible even at small sizes.
Graphic Standards Manual
Visual Identity // Logo Usage
2.02
Primary Logo In most instances, the regular Primary Logo in blue that you see here is the one you’ll be using. Use it for full-color applications, on important documents and wherever Five Keys needs to make a statement. It works best on white or light backgrounds, which allows it to stand out and do what it does best—look really smart and official.
POSITIVE LOGO
COLOR CODES: Pantone: 106-5 U CMYK: 59, 31, 0, 0 RGB: 105, 153, 209 Web: #6999D1
Five Keys Schools and Programs
Visual Identity // Logo Usage
Secondary Logo
2.03
We have an alternate logo that is shown without a solid frame. The frame in this version is shown as an outline, and rendered in blue together with the logotype. This version is mostly used for physical applications such as embossing, embroidery, laser etching, vinyl adhesives and foils. See Section 4.6 for some of these examples.
OUTLINED LOGO
COLOR CODES: Pantone: 106-5 U CMYK: 59, 31, 0, 0 RGB: 105, 153, 209 Web: #6999D1
Graphic Standards Manual
Visual Identity // Logo Usage
2.04
Primary Reversed Logo When using our logo against solid or colored backgrounds, choose one of these options: the Primary Reversed Logo or the Secondary Reversed Logo. In both cases, the logos appear white against the background. You may use this version on any solid background color (for approved background colors, see Section 2.19).
POSITIVE LOGO
Five Keys Schools and Programs
Visual Identity // Logo Usage
Secondary Reversed Logo
2.05
The Secondary Reversed Logo—an outlined version—may be used on solid background colors, but only when sufficient contrast can be ensured. It is best against dark or heavier background colors, such as green, light blue, purple or coral. If a reversed logo is required at a small size, use the Primary Reversed Logo instead. You may also use this version for physical applications, as described in Section 4.08.
REVERSED LOGO
C A N I P L AC E I T O N T H AT B AC KG R O U N D? For more logo background usage guidelines, see Section 2.21 Incorrect Usage.
Graphic Standards Manual
Visual Identity // Logo Usage
2.06
Black-and-White Logo In most instances, the regular Primary Logo in blue is the one you’ll be using. But for grayscale and black-and-white applications—when making photocopies, for example, or when color is not an option—use the solid black Primary and Secondary Logos.
POSITIVE LOGO ON LIGHT BACKGROUND
WHEN TO USE THE BL ACK-AND -WHITE LOGO? This logo is best for single color grayscale applications and should be used against a light background to ensure sufficient contrast. For color applications, stick with our regular Primary Logo.
Five Keys Schools and Programs
Visual Identity // Logo Usage
Grayscale Limited Use
2.07
For grayscale and black-and-white scenarios where a dark or heavy background is being used, apply the Primary or Secondary Reversed Logo. The Primary logo carries more visual weight, and should be used when applied at a smaller size.
REVERSED LOGO ON DARK BACKGROUND
Graphic Standards Manual
Visual Identity // Logo Usage
2.08
Clearspace To ensure that our brand always gets a strong read, keep the margin around it clear of distracting graphics, textures or typography. The minimum clearspace is measured using the height of the large capitals in the logo (shown here as X). Maintain a margin of 1.5 X horizontally and vertically around the logo.
MAKE ROOM Never allow typography or other elements to invade the logo. Keep the minimum clear space in mind for digital applications, too.
Five Keys Schools and Programs
Visual Identity // Logo Usage
Breathing room is important, especially for our logo.
Our logo will often appear together with compelling imagery and text. But that shouldn’t diminish the weight of our logo. The use of a minimum clear space around our brand is like fencing, framing it while keeping unnecessary intruders at bay.
Graphic GraphicStandards Standards Manual Manual
Visual Identity // Logo Usage
2.09
Minimum Size How small is too small? To make sure that our logo can be seen and still read clearly at a small size, we have set a minimum size for use on all applications. Never reproduce the logo lockup smaller than 0.5 inches tall, measured from the size of its encompassing frame. On web, it should not be shown smaller than 56 pixels tall.
0.5 in.
PRINT MINIMUM SIZE Do not reproduce the Primary Logo smaller than this size on print applications.
1.43 in.
56 px.
107 px.
Five Keys Schools and Programs
WEB MINIMUM SIZE On digital applications, make sure the Primary Logo meets these minimum specifications. If a logo must be reproduced smaller than this, use one of the mobile logos as shown in Section 2.10.
Visual Identity // Logo Usage
Mobile Device Logos
2.10
For mobile applications and responsive web designs, it may be necessary to show the logo at a size smaller than the minimum specifications. In those instances, we have opted for an alternative format that reduces the logo’s elements.
0.5 in. / 37 px.
S I M P L I F I E D LO G O 1 ( TA B L E T U S E) This version excludes “Schools and Programs” for a simplified brandmark..
1.2 in. / 90 px.
0.5 in. / 37 px.
SIMPLIFIED LOGO 2 (MOBILE) For the smallest applications, our brandmark is reduced to its most recognisable component: the Key. This is for mobile applications and website favicons.
0.5 in. / 37 px.
0.5 in. / 37 Px.
MOBILE APP ICON If the Five Keys logo needs to appear as a smartphone or tablet app, use this version with rounded corners.
0.5 in.//37 Px.
Graphic Standards Manual
Visual Identity // Logo Usage
2.11
Official Business Seal For official letters and certificates such as graduation diplomas, use the official business seal. A more formal iteration of our logo, it incorporates decorative elements for tradition, seriousness and sophistication.
SEAL
WHE N TO USE THE OFFICIAL SE AL? The seal is shown here in Five Keys Blue, but it may be reproduced in special finishings, such as metallic foils or embossed.
Five Keys Schools and Programs
Visual Identity // Logo Usage
Medallion
2.12
A simple, iconic variation on the logo is the design to be used for applications like coins or graduation medallions. Its elemental structure, combined with the year, allows it to be reproduced faithfully in threedimensional form. Depending on the limitations of the material, either the Primary or Secondary (outlined) logo versions may be used.
MEDALLION
PRIMARY VERSION
SECONDARY (OUTLINED) VERSION
Graphic Standards Manual
Visual Identity // Tagline
One step at a time, we are working to unlock the future for our students. For many in the community, opportunities exist but lie just out of their reach. Due perhaps to circumstances, our students may have been held back or have found that the doors to progress are closed to them. Our mission at Five Keys is to help lift those barriers and, through education and support, open the doors to a more hopeful tomorrow.
Five Keys Five Keys Schools Schoolsand andPrograms Programs
Visual Identity // Tagline
Brand Tagline
2.13
Our tagline encapsulates the work we do in freeing opportunities for our students through a focus on the Five Keys. It supports the optimism of our new brand identity and appears on most of our official communication materials together with our logo.
TAG L I N E
THE MESSAGE Unlock Your Future is a message of hope and self-determination. It speaks to the possibilities that lie ahead when the confines of the past are overcome.
T H E F O R M AT The tagline may be used in combination with the Primary Logo or on its own.
THE COLOR The tagline is rendered in 90% black, to complement the blue of our primary logo.
THE TYPOGRAPHY Appearing smart and modern, the tagline is set in Museo Slab 500 and with 5 pts of tracking.
Graphic Standards Manual
Visual Identity // Tagline
2.14
Logo with Tagline If you’re using the tagline with the logo, this is the lockup to be used, where the tagline is stacked and centralised beneath the logo. This configuration works for both portrait and landscape oriented layouts.
TAG L I N E L AYO U T
Five Keys Schools and Programs
Visual Identity // Tagline
Tagline Clearspace
2.15
As with the logo, a clearspace applies when used with a tagline. The minimum clearspace is measured using the height of the large capitals in the logo (shown here as X). Maintain a margin of 1.5 X horizontally and vertically around the logo. Separate the tagline from the logo with a space of one X.
Graphic Standards Manual
Visual Identity // Color Usage
2.16
Primary Color On top of being trustworthy and dignified, the Five Keys brand is also modern and forward-looking. To reflect that, we have developed a brand color palette that keeps us feeling fresh, bold and optimistic. Our primary color, which is used for our logo, is a dark blue, which conveys honesty, trust and dependability.
FIVE KEYS BLUE Our primary color, a dark blue that we call Five Keys Blue, is shown here. It suggests dignity, stability, security, quality, dependability and accessibility, all attributes we strive for as an organization.
Five Keys Schools and Programs
Green
Five Keys Blue COLOR CODES:
Pantone: 111-8 U CMYK: 100, 35, 0, 49 RGB: 105, 153, 209 Web: #6999D1
Visual Identity // Color Usage
Secondary Color System
2.17
We stand by our Five Keys blue, but occasionally applications may call for a touch more color. This page shows our secondary color system consisting of four colors chosen to complement the primary blue and help keep our communications light and to signal creativity, innovation and youth. These secondary colors may be used as a background for white text or our reversed logos. Do not use the Primary Blue logo with these colors.
Light Blue
COLOR CODES:
Green
COLOR CODES:
Coral
COLOR CODES
Purple
COLOR CODES
Pantone: 106-5 U CMYK: 59, 31, 0, 0 RGB: 105, 153, 209 Web: #6999D1
Pantone: 133-13 U CMYK: 62, 0, 42, 7 RGB: 83, 181, 159 Web: #53B59F
Pantone: 37-6 U CMYK: 0, 57, 68, 0 RGB: 246, 137, 91 Web: #F6895B
Pantone: 102-13 U CMYK: 63, 53, 0, 9 RGB: 116, 126, 181 Web: #636FAC
COLOR TRAITS • Creative • Optimistic • Welcoming
COLOR TRAITS • Fresh • Lively • Soothing
COLOR TRAITS • Warm • Friendly • Spontaneous
COLOR TRAITS • Relaxing • Inviting • Curious
Graphic Standards Manual
Visual Identity // Color Usage
2.18
Tertiary Color System An additional tertiary color palette consisting of tints has been developed to lend versatility to the Five Keys color system. These colors are tints of the secondary colors and can be used together with them. They may be used as a background for the Primary Blue logo. Avoid using white text or the reversed logo on these colors. Because they are tints, they will not allow for sufficient contrast.
Light Blue 50% Tint
Green 50% Tint
Coral 50% Tint
Purple 50% Tint
Five Keys Schools and Programs
COLOR CODES: Pantone: 106-5 U CMYK: 59, 31, 0, 0 RGB: 105, 153, 209 Web: #6999D1 Tint: 50%
COLOR CODES: Pantone: 133-13 U CMYK: 62, 0, 42, 7 RGB: 83, 181, 159 Web: #53B59F Tint: 50%
COLOR CODES Pantone: 37-6 U CMYK: 0, 57, 68, 0 RGB: 246, 137, 91 Web: #F6895B Tint: 50%
COLOR CODES Pantone: 102-13 U CMYK: 63, 53, 0, 9 RGB: 116, 126, 181 Web: #636FAC Tint: 50%
Visual Identity // Color Usage
Background Color
2.19
If your artwork contains graphical icons, text, or design elements in a primary or secondary color, you may use one of these lightly tinted background colors instead of a white background. These background colors are too faint to be used with white text or graphics.
Light Blue 15% Tint
Green 15% Tint
Coral 15% Tint
Purple 15% Tint
COLOR CODES: Pantone: 106-5 U CMYK: 59, 31, 0, 0 RGB: 105, 153, 209 Web: #6999D1 Tint: 15%
COLOR CODES: Pantone: 133-13 U CMYK: 62, 0, 42, 7 RGB: 83, 181, 159 Web: #53B59F Tint: 15%
COLOR CODES Pantone: 37-6 U CMYK: 0, 57, 68, 0 RGB: 246, 137, 91 Web: #F6895B Tint: 15%
COLOR CODES Pantone: 102-13 U CMYK: 63, 53, 0, 9 RGB: 116, 126, 181 Web: #636FAC Tint: 15%
Graphic Standards Manual
Visual Identity // Color Usage
2.20
Logo Background Colors These are the colors approved for use as backgrounds for the Primary Reversed Logo. They are solid enough to provide sufficient contrast for the white brandmark and can be used to lend color and personality to your materials.
R E VE R S E D LO GO O N S ECO N DARY CO LO R PALE T TE
Five Keys Schools and Programs
Visual Identity // Color Usage
A note on color: As with all things, we strive for balance and harmony. So don’t feel too blue—the Five Keys color system is meant to inspire and uplift, and contains enough color options to remain interesting, flexible and versatile. You don’t need a rainbow to create a masterpiece. A restrained palette can result in great work.
Graphic GraphicStandards Standards Manual Manual
Visual Identity // Color Usage
2.21
Incorrect Usage Just as you wouldn’t put pickles on your ice-cream, there are certain things you just shouldn’t do with our logo. These pages illustrate some common mistakes that you should avoid at all costs.
W H AT N OT TO D O
ELEMENTS Don’t alter, rearrange or add to the elements of the logo.
COLOR Don’t apply an unapproved color to our logo. The logo must always be in one of our brand colors.
BACKGROUND COLOR The Primary Blue Logo must be used only with a white or light background. If a colored background must be used, make sure it is an tertiary tint from our brand system.
SCALING No stretching or squeezing our logo, please! Always maintain the original proportions of our logo.
Five Keys Schools and Programs
Visual Identity // Color Usage
EMBELLISH We think we look pretty good the way we are. There is never a need for special effects like drop shadows, glows, lighting or digital embossing effects.
BUSY BACKGROUND Legibility must come first, which is why photographs and busy textures make for poor backdrops. Our brand should always stand out.
FIVE KEYS
TYPOGRAPHY Don’t attempt to recreate the logo in a different typeface, or add your own text to it.
SCHOOLS AND PROGRAMS SAN FRANCISCO, CA
POSITION Never rotate or tilt the logo. It must always be shown horizontal. To be safe, do not operate our logo if you have been drinking or are on medications that may cause drowsiness.
Graphic Standards Manual
3.0 Graphic System Our graphic system encompasses all the elements that work with our logo to present a cohesive image of our brand. It includes typography, iconography and photography. These elements bring personality to our brand and help us communicate better to our audience.
Typography
Photography
3.01
Primary Typeface
3.06
3.02
Secondary Typeface
3.07 Education
3.03
Type Hierarchy
3.08
Classroom
3.09
Graduation
3.10
Inspiration
Iconography 3.04
Five Keys Icons
3.05
Brand System Icons
Five Keys Schools and Programs
People
Our brand system is greater than the sum of its parts.
(But the parts are pretty amazing.)
Brand Graphic Guidelines Standards And Standards Manual
Graphic Systems // Typography
3.01
Primary Typeface Our Primary Typeface is Gibson, a distinctly sturdy and contemporary typeface that has a broad appeal. It is used in three weights as part of our graphic system.
Aa REGULAR
G I B S O N Regular
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Aa
G I B S O N Semibold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
S E M I B O L D I TA L I C
Aa SEMIBOLD
Five Keys Schools and Programs
G I B S O N Semi Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Graphic Systems // Typography
Secondary Typeface
3.02
Our complementary typeface is Museo, a highly legible and inviting modern serif. This is used for most body copy and text applications. It is used throughout our system in three weights.
M U S E O 3 0 0 Regular
ABCDEFGHIJKLM NOPQRSTUVWXYZ
Aa 300 REGULAR
abcdefghijklmnopqrstuvwxyz 1234567890
MUSEO 500
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
M U S E O 7 0 0 Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Aa 500 SEMIBOLD
Aa 700 BOLD
Graphic Standards Manual
Graphic Systems // Typography
Our typography is our brand’s handwriting—it shows off our character and personality.
The Five Keys typography system pairs a bold geometric sans serif, a reflection of our future-focused and innovative approach, with a modern serif that hints at literacy and learning. Together, they create the voice of Five Keys: progressive and approachable, but founded on the bedrock of education.
Five Keys Five Keys Schools Schoolsand andPrograms Programs
Graphic Systems // Typography
3.03
Type Hierarchy We use a combination of our primary and secondary typefaces for all forms of copy and textual communications. We keep main headers and headlines in Gibson, and additional headers and copy in Museo. See below for exact specifications on point size, kerning, leading and spacing.
Main Header
MAIN HEADER For large headings Font Gibson Semibold Size 34 pt Tracking 25 pt. Color 100% Black
HEADER 02
HEADER 02 For secondary information Font Gibson Semibold All Caps Size 14 pt Tracking 200 pt. Color 100% Black
Header 03
HEADER 03 For tertiary information Font Museo 700 Size 10 pt Tracking 25 pt. Color 90% Black
This is the Body copy text. This font provides for easy legibility while feeling smart and contemporary. It is important to consistently use the typefaces listed for their specific duties.
CAPTION TITLE Caption description details information in a friendly way.
BODY TE X T For body text Font Museo 300 Size 11 pt Tracking 25 pt. Leading 18 pt. Color 90% Black
CAPTION For captions or details Font 1 Gibson Semibold All Caps Size 8 pt Tracking 200 pt. Font 2 Museo 300 Size 8 pt Tracking 25 pt. Color 90% Black
Graphic Standards Manual
Graphic Systems // Iconography
3.04
Five Keys Icons We created a set of icons to accompany our communications. These simple vector graphics are used as secondary graphics and serve as visual mnemonics for our core values. Presented in our brand colors, they quickly telegraph important points to our readers.
W H AT T H E Y M E A N
E D U C AT I O N The icon we use here represents a key milestone of education—graduation.
EMPLOYMENT This icon shows an employee ID card, which implies career growth and productivity.
RECOVERY A heart with a band represents the physical and emotional aspects of recovery.
F A M I LY This icon represents being together with the people yo u l ove , i n a p l a c e o f safety and security.
COMMUNITY This icon emphasizes the importance of connections between people and how they sustain us.
Five Keys Schools and Programs
Graphic Systems // Iconography
Brand System Icons
3.05
Apart from the icons that illustrate our Five Keys, others may be used to highlight different aspects of our communications. You may create new icons if the need arises, but make sure that they communicate clearly and meaningfully. They should be simple vector graphics with thin lines.
USING OTHER ICONS IN OUR SYSTEM
OUTLINED ICON Use an outlined icon for light backgrounds.
REVERSED ICON For pins and other circular designs, a reversed color icon provides visual punch.
COLOR AND TINT For animations and other graphics, a tinted background may be used for visual variety.
Graphic Standards Manual
Graphic Systems // Photography
Putting a literal face to our brand is the surest way to make an impact and create a connection with our audience. That’s why people are at the center of our brand imagery. They make us who we are. Their faces. Their smiles. Their personalities and expressions. And black-and-white portraiture is a powerful medium for this. On the whole, our photography is peoplecentric and focused on aspirations; it is authentic, genuine, optimistic and hopeful. In short, our photography should make our brand feel like a trusted friend.
Five Keys andand Programs Five KeysSchools Schools Programs
Graphic Systems // Photography
People
3.06
People are featured prominently in our brand communications. Whenever possible, they should be real people—our students, staff, faculty or donors— not models. Whether by themselves or in groups, aim to portray them in natural or neutral environments, or in their own everyday settings. Always choose images that convey a sense of positivity and self-determination. And treat images in black and white to maintain a consistent voice.
W H AT’S YO U R A N G L E? Everyone likes a flattering shot. We’ve found that this is best achieved when the subject is turned just slightly away from the camera, which allows for light and shadow to make a play on their facial features.
Graphic Standards Manual
Graphic Systems // Photography
3.07
Education Images of learning tools and classrooms imply education, and may be used to complement photographs of people in our communications. We prefer them thoughtfully cropped for visual effect and emotive power.
Five Keys Schools and Programs
Graphic Systems // Photography
Classroom
3.08
The classroom is where change and learning happens. Use images of the classroom to give an accurate portrayal of the real-life environment our students will be spending time in.
Graphic Standards Manual
Graphic Systems // Photography
3.09
Graduation Graduation is the goal for many of our students and is a highlight of their academic careers. Using images of graduates at a ceremony reminds them what they’re working towards. These images should be authentic and natural. In addition, showing objects related to commencement suggests academic success and accomplishment.
Five Keys Schools and Programs
Graphic Systems // Photography
Inspiration
3.10
Learning is a journey, and not every aspect of it is tangible. So on top of imagery of people and educational tools, inspirational photographs can help communicate more abstract or complex ideas, such as freedom, hope, self-determination, achievement and courage.
FRAME IT Artfully framing or cropping an abstract photograph can result in some intriguing and compelling images. A mix of wide angles and close-ups can add variety, rhythm and visual interest to your communications materials.
Graphic Standards Manual
4.0 Brand Communication Now that we’ve covered the essential elements that make up our brand and visual identity, only one thing remains: to use them to tell people who we are. To help you do that, this section covers the use of media and brand touch points, the way in which we speak, and how we will be perceived. Together, speaking with the same voice, we can make them sit up and take notice.
Audience 4.07
Stationery
4.08
Forms and Collaterals
Tone of Voice
4.09
Graduation Collaterals
4.02
Key Adjectives
4.1 0
Invites and Programs
4.03
Copywriting Guidelines
4 .1 1
Branded Apparel
4.1 2
Branded Applications
Campaign
4.13
Website
4.04
Campaign Posters
4 .1 4
Mobile Applications
4.05
Vertical Posters
4.06
Horizontal Posters
4 .0 1
Five Keys Schools and Programs
Our Audience
Brand Applications
We’re ready to tell the world who we are. Let’s begin by speaking with one voice.
Graphic Standards Manual
Brand Communication // Audience
At Five Keys, we seek to have a direct line to our audience.
When it comes to telling the world who we are, we strive to inspire as well as inform. It begins by understanding our audience. Our donors need to connect with our mission. Our community partners need information about our classes. And students need to know how to attend classes, and why. Through it all, we need to speak with one voice—the voice of Five Keys.
Five Keys Five Keys Schools Schoolsand andPrograms Programs
Brand Communication // Audience
Our Audience
4.01
Who’s listening when we speak? Why should they care? Knowing who needs to see our message, and what that message should be, will help us streamline our use of media and communicate more efficiently.
STUDENTS These are individuals in communities who need to know about the educational opportunities offered by a no-cost charter school. Additionally, there are current students who have not heard about the many resources provided by Five Keys.
TEACHERS AND EMPLOYEES Five Keys is a school with a vision, and those who work with us share it. By letting the world know what we stand for, we can attract teachers and staff who believe in making a difference too.
DONORS Charter schools like Five Keys depend on private funding, and every little bit helps. Donations are one way for corporations, institutions and members of the public to support our work in communities while getting involved themselves.
CO M M U N IT Y PAR TN E R S We don’t go it alone. Five Keys works closely with other organizations to provide input on academic and social programs, and we are always welcoming more partners into our community so that we can collectively expand our reach.
GOVERNMENT AGENCIES Growing Five Keys schools and programs across states and counties requires the support of government and departmental bodies. It is important that they see the impact of our programs and the value that we can bring to their community.
Graphic Standards Manual
Brand Communication // Tone of Voice
4.02
Key Adjectives Our visual system has been designed to communicate in a positive, assertive and accessible manner through deliberate choices in type, color and imagery. Our written communication is no different. When we create messaging, we always want to speak “on brand”. Here’s how Five Keys should come across to anyone who interacts with us.
Five Keys Schools and Programs
Inclusive
Our messaging consistently emphasizes education for everyone, regardless of their circumstances.
Optimistic
We look on the bright side. In whatever we say, we choose to focus on the positive. Aim to encourage and inspire.
Accessible
Reading anything the Five Keys puts out shoudln’t require a dictionary. Our message needs to reach a large audience, so make sure that everyone can understand it.
Relatable
The Five Keys speaks from experience. We spend time with our students and are fully engaged in their lives. We understand what they ’re going through. Our messaging should reflect this.
Relevant
Our communications should stay in touch with our students and the needs of the community. Always consider if what we’re saying is pertinent information for the reader.
Brand Communication // Tone of Voice
Keep it simple. And always choose to engage and uplift.
If you’ve ever heard anyone say “I’m fine,” you know that how we say something is just as important as what we say. So when it comes to writing for Five Keys, language matters. Copywriting is only verbal design, after all. Choose to be friendly. Deliver the facts, but don’t overwhelm. Remember, attending school is enough of a challenge for many of our students. Verbal roadblocks don’t help us or them.
Graphic GraphicStandards Standards Manual Manual
Brand Communication // Tone of Voice
4.03
Copywriting Guidelines The language of Five Keys is assertive but accessible. We avoid jargon and don’t overwhelm with technical terms when they aren’t necessary. We get to the point without getting complicated. This section shows some examples of how we can tailor our speech for best effect.
SPEAK TO THE READER
Avoid the passive voice and address the reader in the first person
D O S AY Our academic programs give you all the resources you need to help you get your GED.
D O N ’ T S AY The program is specifically designed to facilitate the individual’s grade progression, thereby providing him the means with which to earn a GED.
USE FAMILIAR L ANGUAGE Using jargon and technical terms alienates our audience. A rule of thumb when writing is to imagine you’re having a real conversation with someone. D O S AY Whatever their circumstances, everyone deserves a chance to get their education back on track. And by focusing on the Five Keys and restorative justice, we can help them do just that.
D O N ’ T S AY Through the use of Social and Restorative Justice Principles, Five Keys provides traditionally underserved communities the opportunity to restart their education with a focus on the Five Keys.
Five Keys Schools and Programs
Brand Communication // Tone of Voice
KEEP IT SHORT Breaking up a long text into shorter chunks makes information easier to digest.
D O S AY If you live in the greater San Francisco and Los Angeles areas, you will always find a Five Keys program near you. Our various learning sites are easy to get to, thanks to our partnerships with city agencies and workforce development programs.
D O N ’ T S AY By partnering with city agencies, workforce development programs, and CBOs, Five Keys has established various satellite programs at sites throughout the greater San Francisco and Los Angeles regions, thus eliminating a major barrier to our target population attending school.
M AK E IT R E LE VANT Always consider your audience and tell them how they will benefit.
D O S AY The Five Keys IPO program lets you take all your classes at one location. That means you can focus on what you’re learning without having to miss work or worry about travel restrictions.
D O N ’ T S AY Multiple service sites often create a barrier for participants (especially those with gang-related travel restrictions); furthermore, education under this model creates a dichotomy between vocational and educational services.
Graphic Standards Manual
Brand Communication // Campaign
The most valuable lessons are the ones that transcend the classroom.
At Five Keys, we focus on imparting skills in language, math, science, and more. We help put students on a path to higher learning so that they can be better prepared for the future. For a job. For a home. For a life. After all, education is never an end in itself but about all the things it empowers you to do. That’s what our students are really learning.
Five Schools Keys Schools and Programs Five Keys and Programs Programs
Brand Communication // Campaign
Campaign Posters
4.04
Our powerful ad and poster campaign holds up a literal sign to selfdetermination and progress. In their own words, students of the Five Keys speak their truth, sharing a hopeful message of what they’re taking away from their classes.
IT’S A SIGN The poster features a blackand-white portrait of a student holding up a white board. On it, a line beginning with “I’m learning to” invites individuals to complete the statement and tell their own story. Aim to use the student’s own name and age. BRAND BAR Our layouts are anchored at the base by a two-part horizontal bar consisting of one secondary and one tertiary color. The use of color is meant as a counterpoint to the portrait, and helps draw attention to important Five Keys information, such as our logo, website and copy.
#LEARNINGTOLIVE We want our campaign to start a conversation and get people across platforms talking about what and why they are learning.
Graphic Standards Manual
Brand Communication // Campaign
4.05
Vertical Posters Our campaign is extends to a series of posters showing various students and their words. The campaign works across multiple media, including billboards, outdoor posters and bus ads. Here, they are shown in both portrait and landscape formats.
VERTICAL POSTERS AND BILLBOARDS In the portrait orientation, the student is photographed with a medium shot, allowing a view of the individual from the waist up, holding a white board with their learning statement.
Five Keys Schools and Programs
Brand Communication // Campaign
Horizontal Posters
4.06
In the horizontal format, the student is not shown holding the board. Instead, a tighter crop on the student’s face is preferred, while the statement is positioned to the left or right of the portrait as part of an extended background.
H O R I ZO N TA L A D S A tight shot of the individual allows the ad to be laid out horizontally, with the learning statement placed to the side of the photograph.
Graphic Standards Manual
Brand Communication // Deliverables
4.07
Stationery Our new brand identity includes a refreshed stationery system. The use of our secondary color palette on business cards and as design elements within the system allow for expression and personality, while remaining modern and professional, yet fresh and true to our brand.
S TAT I O N E RY The basic stationery system includes our letterhead, business cards and a No. 10 envelope. The business cards offer the user a choice of colors on the reverse.
Five Keys Schools and Programs
Brand Communication // Deliverables
Forms and Collaterals
4.08
Other brand touchpoints have also been redesigned. These include official student enrollment forms, as well as business stamps and ID cards that now bear our new brand identity.
ENROLLMENT FORM The enrollment form has been redesigned for greater legibility and ease of use.
B U S I N E S S S TA M P For documents not pre-printed with our official brand or stationery system, the business stamp may be used to apply our logo. I D E N T I F I C AT I O N CARDS The ID card remains clean and easy to read, with designations for staff, faculty and students.
Graphic Standards Manual
Brand Communication // Deliverables
4.09
Graduation Collaterals The graduation diploma and commencement medallion are great sources of pride for our students. Our new design lends elegance and sophistication to the certificate, creating a lasting memento our students will cherish.
DIPLOMA & HOLDER The Secondary Outlined Logo is applied to the cover in gold. On the diploma, the business seal is used, applied in gold foil on a heavyweight cream paper with elegant script and blackletter fonts.
COMMENCEMENT MEDALLION Made to be attached to the tassels on a graduation cap, it shows our key icon flanked by their year of graduation.
Five Keys Schools and Programs
Brand Communication // Deliverables
Invites and Programs
4.10
The elegance of the graduation collaterals extends onto the commencement invites and programs. We use graduation imagery on the cover, paired with a clean, legible layout. The invitation card bears the Five Keys logo with the name of the student in a script font.
PROGRAM A cream heavyweight paper is preferred for this single-fold letter-sized program.
I N V I TAT I O N The invitation is an elegant single-fold card, also in cream heavyweight paper.
Graphic Standards Manual
Brand Communication // Deliverables
4.11
Branded Apparel We can use branded materials to communicate our brand internally. Apparel such as polo shirts and accessories like bags and headwear are functional everyday items that also allow staff and students to display our brand with pride.
POLO SHIRT The polo shirt is smart and functional, bearing simple white embroidery over the left breast.
TOT E & H AT S Bags and hats are all suitable carriers of the Five Keys logo. They may be embroidered or silk screened. You may use the Primary Logo or the Secondary Logo depending on the limitations of the material and technique.
Five Keys Schools and Programs
Brand Communication // Deliverables
Branded Applications
4.12
Other branded applications included pins, which can be worn to show our key values, and useful items for the office or classroom, such as mugs, pens, water bottles and notebooks.
Program
PR ACTICAL A P P L I C AT I O N S These are some suggestions of items that can be branded with our logo as gifts for staff and students.
Graphic Standards Manual
Brand Communication // Deliverables
4.13
Website The Five Keys website has been redesigned to reflect our new brand identity. It features a an easy-to-use and highly legible navigation with a clean and spacious layout. Brand photography is used throughout the website, as is our brand color palette.
WEBSITE Our refreshed website at fivekeyscharter.org contains information about our schools and programs, as well as information for community partners and donors. Information is easy to find and understand.
Five Keys Schools and Programs
Brand Communication // Deliverables
Mobile platforms
4.14
Our website is designed on a versatile platform that allows it to be scaled to various sizes on different devices. This is when you might need to apply the reduced, digital versions of the logo.
Program
RESPONSIVE SITE The web platform functions on different devices, creating a seamless experience for viewers. The brand look and feel remain consistent throughout.
Graphic Standards Manual
Acknowledgments Branding Team: Eight Bees
Photographer:
Y VO N N E A N AYA
YIJUN LIN
SANTOSH KORTHIWADA
PAU LI N E C AP OTE
A P I R AT N O R A P O N G
K ATA R I N A G E N T RY
JIAXIN XIE
DAN HE
L O U I S E YA N G
Five Keys Schools and Programs S T E V E G O O D // Executive Director S U N N Y S C H W A R T Z // Co-Founder D O R I C K S C A R P E L L I // Director of College Pathways and Workforce Development E L Y S E G R A H A M // Deputy Executive Director L A U R I E R U B I N // Development Director S H E I L A V O N D R I S K A // Creative Director
Special thanks to the staff and students from Five Keys Schools and Programs.
Academy of Art University E L I S A S T E P H E N S // President, Academy of Art University P H I L H A M L E T T // Director, School of Graphic Design M A R Y S C O T T // Chair Emeritus, School of Graphic Design T H O M A S M C N U L T Y // Associate Director, School of Graphic Design
Five Keys Schools and Programs
81 Brand Guidelines And Standards
San Francisco Main Office 70 Oak Grove Street San Francisco, CA 94107 phone (415) 734-3310 fax (415) 734-3314
Los Angeles Main Office 2420 E 1st Street Los Angeles, CA 90033 phone (323) 685-2782 fax (415) 734-3314