BRAND BOOK

TABLE OFCONTENTS

Introduction

Four Legs

What We Do

Our Brand

Our Values

Our Voice

Logo

Colors

Typography

Photography

School Identities

INTRODUCTION

Eagle County Schools is an innovative public school district of nearly

6,500 students in 17 schools with around 450 highly effective teachers

and 400 excellent support staff members. In round numbers, we serve

over 20,000 community members (parents, staff members and students)

in our mission to educate the County’s children. With a population of

51,854 (2011) people, we touch 40% of the population every day for nine

months of the year. We need to improve our communications with these

core audiences: parents, staff and students.

Our new strategic direction requires us to be proactive, responsive,

engaging, and effective in our communication efforts. Education has

become increasing complex and expensive, but our core purpose is simple

and straight-forward: prepare students to be capable, confident, and

caring citizens.

We must become more proficient in keeping parents informed about

relevant changes in Education without losing them in the weeds of

complexity. This Brand Book provides communication guidelines to help

District leaders communicate while maintaining a consistent look and feel

across all schools and departments.

We need to present Eagle County Schoolsas a strong and cohesive organization.

THE FOUR LEGS OF OUR BRAND

Schools• Sub-brands of Eagle County Schools• Maintains a positive impression of a specific school to foster support and confidence from parents and staff of that school• Communicates internally to staff• Communicates externally to parents on school-wide news, accolades, achievement, and activities• School level test results• Originates from the Principal and Office Manager• Primary influencer of teaching staff perception

Support Staff• Brand representatives of both the department where they work and the District as a whole • Essential to the operations and delivery of our primary function: education• More likely to communicate internally to colleagues versus externally to parents on a daily basis• Shapes the internal opinion of our brand through interpersonal communication• Still responsible for positively shaping our brand story

Educators• Brand representatives of both the school where they work and the District as a whole • Maintains a positive impression of the specific school and classroom/subject matter under their care• Communicates externally to parents on classroom news, activities, homework, field trips, needs, parties, and student progress• Forms the strongest, most trusted connection with parents and community• Primary influencer of parent perception

District Office• The primary brand: Eagle County Schools• Maintains a positive impression of the District to foster support and confidence from parents and the community• Sets the overall style and voice for the brand• Communicates internally to staff• Communicates externally on district-wide news, accolades, legislation, achievement, finances, and personnel matters• District average v. State average test results• Interacts with all media• Originates from the Board of Education, Superintendent, and Department of Communications

WHAT WE DO

We take children from all walks of life,with varying degrees of ability, wide-ranging challenges, and guide them for13 years through a sea of informationand social situations so that they cansucceed in life. It’s nothing short ofmiracle work.

Regardless of competing stresses, westrive to inspire every student, everymoment, to develop a lifelong passion for learning.

We care for our students.

We offer students and staff a safe environmentfor learning and living.

We look for new ways to engage students withlearning, parents with the District, and thecommunity for support of our noble mission.

Most importantly, we ignite curiosity, openeyes, fuel confidence, protect innocence, feedintelligence, create joy, soften sadness,stimulate creativity, and prepare children foradulthood.

Education is a lofty goal, but that’s what we do.

Eagle County Schools is a leader brandLeader brands are recognized by their industry forpioneering new ways forward. They are perceived as thebenchmark, the one to watch, the trail blazer. Leaderbrands typically have the highest market share.

Our brand essence – Enthusiasm CreatorsOur essence reflects who we are and what we do. We buildenthusiasm for learning and life in the hearts and minds ofour students. Our essence is the idea that drives all of ourkey messages and communication.

It recognizes that education is not a once in a lifetimeexperience, but rather the experience of a lifetime. Itemphasizes that education is about achieving academicsuccess, teaching success, and social/emotional success. Asprofessionals, we enthusiastically embrace research, bestpractices, and innovation to teach students better. Ourenthusiasm is contagious. It is the fuel that propels ourstudents toward success in whatever field they choose.

BRANDOUR

LearnersUnique individuals requiring reliable instruction tailored to their specific needs

EducatorsSupported, respected, effective teachers and leaders

StandardsStrong, internationally benchmarked standards, aligned curricula andassessments that create comprehension, synthesis, skills, and abilities in our students

Three Peaks of World Class Learning

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Community

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DIf you put the three peaks of our logo in motion, they represent our core values, the Three Peaks of Learning – Standards, Educators, and Learners. We

focus on efforts that directly impact these Three Peaks. For every initiative, we ask ourselves, “how does this improve one or more of these three

peaks?” School-based and Community-based supports wrap around our core. We are organized around the central concept that great teachers deliver

great outcomes for students.

OUR VALUESAligned with our new strategic direction, our values describe what we want to communicate aboutourselves. We should strive to bring these values to life in all that we do.

Highly effective teachersTeachers are the lifeblood of our organization. It’s thatsimple. We strive to hire the best, retain the best, andsupport the best with on-going, embedded professionaldevelopment.

Leading edge instructional resourcesParamount to capturing the imagination of students andsupporting our teachers is having modern, interactive, andengaging curriculum resources.

Creative programsWe provide unique programs, including visual arts, music,and languages in a variety of learning environments for ourstudents and staff.

Exceptional supportThough teachers are at the forefront of our mission, to besuccessful our organization must have the best supportstaff, well-maintained facilities, and safe transportation.

TechnologyWe exist in the rapidly changing Information Age, and mustkeep up with technology, adapt to technology, and embedtechnological literacy throughout our curriculum. This is adynamic shift from technology as devices/tools totechnology as a skill set.

Community engagementWe’re constantly looking for new ways to engage ourcommunity. We strive to be highly collaborative with ourbenefactors, governmental agencies, PTA/O’s, and localbusinesses.

OUR

Our language is simple and straight to the point. We don’tsay something in eight words that we can say in four. Wedon’t use elevated language or jargon, which only serves todisconnect us from our audience.

Our audience expects us to be able to simplify complexconcepts into concise, coherent, and conversationallanguage.

Our tone is upbeat, encouraging, and reflectsour brand essence – Enthusiasm Creators.

Our key messages:

• Innovative excellence with altitude• Inspiring a passion for lifelong learning

These simple statements convey what we want to say about Eagle County Schools.

Internal MessagingClarity, Coherence, CompassionOur communications focus for the foreseeable future isaimed at building a great, and effective, organization. Weare a team with the single and complex purpose ofeducating the County’s students. We need each other toaccomplish this task.

To be a great organization, we will focus on bringing clarityto our mission, coherence to our various initiatives, andcompassion to our interpersonal relationships.

External MessagingMeeting community expectationsOur communications focus for external stakeholders isconnecting our values, focus, and initiatives with what thecommunity expects from its public school district. Fromwhat they’ve told us, they expect:• A world class, innovative district committed to excellent instruction• Continued growth in student achievement• Respect for individuals with diverse personalities• Well-supported teachers with reasonable class sizes• Well-equipped schools• School to be challenging, yet fun and balanced

VOICE

ESTUDENT AND TEACHER ORIENTED

To reflect our brand essence – enthusiasm creators – we need to put the student back in the center of our message.The general conversation about education has become usurped by data. Evidence of success. Achievement results.

This is an important part of the story, but it has become the entire story.

Lost in the conversation isthe student. Curious littlesponges who want to benoticed, cherished, lovedand supported. They wantconsistency and constancy.

We are focused on the factsand skills we want them tolearn. They are focused onfriendship, playing, dating,sports, work, music, movies,and pop culture.

Meanwhile, teachers aren’tstatisticians. They areunique people who love andenjoy children. They delightin seeing a child learn a newskill. They are patient whena student misbehaves.

Their souls are damagedwhen they see a child hurt.They understand theimportance of their work.They want the respect andsupport of the DistrictOffice and community.

LOGO USAGE

Our logo is the touchstone ofour brand and one of our mostvaluable assets. Proper usageensures consistent recognitionand confirms our identity tostudents, parents, staff andvendors.

The preferred way to use the EagleCounty Schools logo is in single colorover a white background withouttone in the sky. Solid black and solidwhite are also permissible.

Most office level printers cannotreproduce the tone with highfidelity, resulting in a splotchy,unprofessional result. If you areusing the logo in a digital format orsending it to a professional printer,the logo with tone may be used.

If the logo must be placed on a darkbackground, then the logo can beknocked out to white.

Remember to observe the clearspace around the logo to maximizevisual effectiveness. The space is twotimes the height of the small caps inthe logo as shown in the diagram.

Do not change orientation, addeffects (like drop shadows), changecolors, attempt to recreate, scaleunproportionately, repeat as awallpaper, or make alterations/additions.

=x

=2x

preferred

VEHICLES

Our logo should be reproducedin one color cut vinyl in adark/navy blue that is theclosest match to PMS 541 andapplied centered on driver’sand passenger’s door panels,and on the rear of the vehicle.Positioning on tail gates is onthe right side of the panel asshown, unless a license plateprevents such location. Allthree logos should be the samesize. On dark vehicles, the logocan be in white cut vinyl.

APPAREL

Our logo should be reproducedin one color stitching(embroidery) in a dark/navyblue that is the closest match toPMS 541 and applied to the leftfront pocket area, no largerthan three inches in width. TheDistrict’s website should alsobe stitched along the back to beabout 75% of the width of thecollar. Alternatively, thewebsite can be printed underthe logo on the front pocket.Arial should be used for thisfont. “WWW” can be omittedfrom the web address so that itis simply: eagleschools.net.

School-specific apparel shouldfollow these same guidelines interms of placement and size.

eagleschools.net

eagleschools.net

COLOR

Our colors give us personality.We use rich colors to conferreliability, integrity, andcreativity.

Logo Color: PMS 541 blueUse our logo color sparingly in adocument to not outshine the logo.

Supporting Color PaletteThese colors add variety and expandour brand personality. Use of colorcan be complex to the untraineddesigner. For best results limit colorchoice to black, one color as aprimary accent color, and anothercolor as a secondary accent. Toomuch color on one page or in a singledocument can look busy, difficult toread, and unprofessional.

Eagle County Schools Blue

PMS 541 C

CMYK 100, 75, 33, 22

RGB 0, 62, 116

HEX 003e74

Eagle County Schools White

PMS NA

CMYK 0, 0, 0, 0

RGB 255, 255, 255

HEX ffffff

Slate Blue

PMS 5415 C

CMYK 69, 42, 33, 5

RGB 90, 126, 146

HEX 5a7e92

Plum

PMS 525 C

CMYK 73, 92, 33, 23

RGB 85, 46, 95

HEX 552e5f

Rich Brown

PMS 4975 C

CMYK 48, 77, 67, 64

RGB 70, 35, 36

HEX 462324

Brown

PMS 1817 C

CMYK 42, 78, 66, 49

RGB 95, 48, 50

HEX 5f3032

Brick Red

PMS 202 C

CMYK 31, 95, 72, 31

RGB 135, 36, 52

HEX 5f3032

Grey

PMS Cool Grey 5 C

CMYK 31, 24, 25, 0

RGB 179, 179, 179

HEX 5f3032

Yellow

PMS 116C

CMYK 0, 19, 100, 0

RGB 255, 203, 0

HEX 5f3032

Mustard

PMS 131 C

CMYK 17, 46, 100, 2

RGB 210, 142, 0

HEX 5f3032

Light Brown

PMS 1615 C

CMYK 31, 76, 100, 30

RGB 136, 68, 29

HEX 88441d

Orange

PMS 166 C

CMYK 5, 82, 100, 1

RGB 229, 83, 2

HEX e55302

Red

PMS 1797 C

CMYK 15, 98, 93, 4

RGB 201, 40, 45

HEX e55302

Apple Green

PMS 583 C

CMYK 39, 17, 100, 1

RGB 170, 179, 0

HEX e55302

TYPOGRAPHY

Typography is a key elementto communicate a unifiedpersonality for Eagle CountySchools. We have selectedArial Black as our headlinefont and Georgia as ourprimary font.

Arial BlackArial Black is a strong, heavy weight,sans serif font that provides solidcontrast from our standard font.This allows the reader’s eye toquickly move from topic to topic.

GeorgiaGeorgia is a strong, well-designedserif font most notably used by USAToday. A serif font facilitates ease ofreading because the serifs enhancevisual flow from letter to letter.

Both fonts are readily available inmost standard font sets that shipwith computers.

Arial Black: Headlines, subheads, for emphasis

Aa Bb Cc Dd Ee Ff Gg Hh Ii JjKk Ll Mm Nn Oo Pp Qq Rr Ss TtUu Vv Ww Xx Yy Zz1 2 3 4 5 6 7 8 9 0Georgia Regular: for text and general use body copy

Aa Bb Cc Dd Ee Ff Gg Hh Ii JjKk Ll Mm Nn Oo Pp Qq Rr Ss TtUu Vv Ww Xx Yy Zz1 2 3 4 5 6 7 8 9 0Georgia Italic and Bold: for emphasis

Arial Regular: for captions and disclaimers

Aa Bb Cc Dd Ee Ff Gg Hh Ii JjKk Ll Mm Nn Oo Pp Qq Rr Ss TtUu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0

Aa bb Cc Dd Ee Ff Gg Hh Ii JjKk Ll Mm Nn Oo Pp Qq Rr SsTt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0

Aa bb Cc Dd Ee Ff Gg Hh Ii JjKk Ll Mm Nn Oo Pp Qq Rr Ss TtUu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0

Aa Bb Cc Dd Ee Ff Gg Hh IiJj Kk Ll Mm Nn Oo Pp QqRr Ss Tt Uu Vv Ww Xx Yy Zz1 2 3 4 5 6 7 8 9 0

PHOTOGRAPHYVisual identity is made up of four elements: logo, color palette, typography and photography.

Of the four elements, photography is most effective at reflecting our brand essence – enthusiasm creators.

Dynamic, Iconic, and Professional Images

Images that show students actively and enthusiastically enjoying school.

Images that show staff engaged with students or actively teaching.

Images that celebrate individuals by allowing personality to shine through.

The use of a single large and dramatic image is preferred over small collages.

Collectively, these images present a community of enthusiastic students and teachers with a passion for lifelong learning.

engaged

honored connected activated

accomplished interested

intrigued involved captivated

SCHOOLIDENTITIES

As parent and student-facingsub brands, individual schoolidentities play an importantrole in our overallcommunications strategy.

Brands and sub brandsThe public knows the brand Coca-Cola, but they drink, and have thedirect relationship with, a specificsub brand. Coke, Diet Coke, Sprite,Mello Yello. Each has a uniquepersonality and customer base.

In our organization, parents alsohave the direct relationship with aspecific sub brand – the school theirchild attends.

Our Schools are visually identifiedby mascots. They offer distinctinstructional options to appeal toparticular learning styles whileoperating primarily as a communityschool. Most attendance is based onproximity to a school, howeverparents do have an option for theirchild to attend the school of theirchoice.

For most communication at theschool level, the individual schoolidentity should be used andemphasized, with the District identityused on a secondary basis. However,maintaining the color palette,typography and photographystandards create a degree ofcohesiveness and consistency.

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SCHOOLIDENTITIES

Letterhead and business cardsSchool letterheads are consistentwith the District letterhead, exceptthe District logo may be replacedwith a school’s mascot. Importantly,the mascot must occupy the samegeneral space as the District logo.This restricts the overall size of themascot logo to prevent it frombecoming overbearing in the design.

District business cards, on the otherhand, carry the District logo andidentify individual schools anddepartments with typography.

TransitionsAs a frugal school district, we’re notexpecting everyone to discardstanding inventory of printedmaterial to immediately implementthe revised look. The transition planis to adapt to the new look asmaterials are consumed and at firstre-order.

Where possible, as in digitaldocuments, we should beginevolving to the new look duringthe 2013-14 school year.

District letterhead is one color,PMS 541 Blue on a solarwhite sheet.

School letterhead uses thesame fonts, placement, andcolor, except that the Districtlogo can be replaced by theschool mascot.

One color printing is morecost effective andrecommended for high useitems like letterhead, butpresenting your mascot incolor to establish greatergroup identity may be worththe added expense.

Present the school name,the instructional profile,and the Principal’s name. Ifno instructional profile isneeded, leave that spaceblank.

In the address line, keep theDistrict app and websiteinformation, but substituteschool twitter and facebookaccounts, along with addressand phone numbers

District Office948 Chambers Ave., POB 740Eagle, Colorado 81631

myapp.is/EagleSchoolsweb: eagleschools.net

twitter:@eagleCOschoolsfacebook: eagle.schools

pho: 970 328-6321fax: 970 328-1024

Jason E. Glass, Ed.D.Superintendent and Chief Learner

jason.glass@eagleschools.net@COJasonGlass

Business cards will allconsistently display theDistrict logo. In thisexample, the wordsDistrict Office changes toreflect a specific schoolor department.

Schools can keepthe District logo orchange to theirmascot logo.

PRESENTATIONS

A Powerpoint Presentation template is provided for consistent use across the district.Anytime that you present to the Board of Education or outside entities, please use thepresentation template. It contains colors, fonts, and logo placement compatible with ourbrand guide. We provide a seasonal first slide for Fall, Winter and Spring/Summer.

School PresentationsWhen speaking to a school staff and/or parent group of a school, then use these same templates, but replacethe Eagle County Schools logo with the relevant school logo. This properly identifies to the audience who ispresenting the information, yet also maintains the consistent, professional look of the District. In providedtemplates, make the logo change on Master slides and the update will appear on all slides.

ENTHUSIASM CREATORS