brighton school-brand-manual

BRIGHTON SCHOOL G R A P H I C S TA N D A R D S G U I D E

V.1

WELCOME TO BRIGHTON SCHOOL BRAND MANUAL

Here at Brighton School, we want to represent ourselves to the community in a way that reflects our standards for excellence and achievement through a constistent and designed identity. A corporate identity is helpful for building recognition.

This guide is an essential tool to be used to provide consistency in our various communications. It has been put together with care to anticipate our common usages and requires you to use your best judgement in novel applications.

Brighton School aspires to serving its students and the community at the highest level of care and consideration. Being a part of the Brighton School team means abiding by our established brand manual.

Sincerely,

David Locke Principal of Brighton School 360-422 2047; [email protected]

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Private PreschoolThrough 8th Grade

symbol

wordmark

rule

tagline

TABLE OF CONTENTSANATOMY OF THE LOGO

PRIMARY LOGO WITH TAGLINE 4

TAGLINE 5

EXECUTION: MINIMUM SIZES AND CLEAR SPACE 6

PRIMARY LOGO WITHOUT TAGLINE 7

ONE-LINE WORDMARK 8

SYMBOL 9

ONE-LINE WITH TAGLINE 10

ONE-LINE WITH SYMBOL 11

NAME BADGES 12

TYPOGRAPHY 13

COLOR PALETTE 14-15

INCORRECT USAGES OF LOGO IN PRINT AND WEB APPLICATIONS 16-17

LETTERHEAD 18

BUSINESS CARD 19

ENVELOPE 20

FIELD TRIP TEE SHIRT 21

BRANDED MERCHANDISE 22

TAGLINE USAGE ON BRANDED MERCHANDISE 23

INCORRECT USAGES OF LOGO IN BRANDED MERCHANDISE APPLICATIONS 24

Brighton Logo Graphic Standards Manual

4use file: brighton_color_withtagline.ai


PRIMARY LOGO WITH TAGLINEThis logo should be used as the first identification where appropriate in all external communications, wheth-er print, web, or electronic materi-als, and merchandising items.

Use the tagline logo with discretion as to context. Do not use the tagline logo if “Private preschool through 8th grade” has an unintended associated meaning, for instance on a student comedy night poster where it’s only seventh graders. That would imply the more grades participation than there is.


5use file: tagline.ai


TAGLINEThe tagline denotes the levels of learning at Brighton School. It’s especially important when going to non-Brighton School audiences where they may not be familiar with the range of students at the school or when reaching potential candidates and parents.


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MINIMUM SIZE.5 inches on the smallest side of symbol

CLEAR SPACEUsing the cap-height, you can calculate how much space you need for the logo. The dotted red line is the boundary of the logo.

1.5 in

EXECUTION: MINIMUM SIZES AND CLEAR SPACE

.5 in

x -cap height


7use file: brighton_color_logo.ai

PRIMARY LOGO WITHOUT TAGLINEWhen the tagline is inappropriate, this is the second choice for logo implementation. It retains the dynamic two-line word mark as well as the interesting alignments.


8use file: brighton_color_wordmark-oneline.ai

ONE-LINE WORDMARKWhenever possible, the wordmark should be used locked up with the symbol. The wormark by itself should only be used when, because of poor resolution or small size, the symbol does not reproduce cleanly.


9use file: brighton_color_wordmark-symbol.ai

SYMBOLFor use where the imprint area is very small or on applications where the reproduction quality is poor and using the university’s full name is prohibitive, such as social media icons, embroideried shirt placards, or small merchandising items.


10use file: brighton-onelinewithtagline.ai

ONE-LINE WITH TAGLINEUse this logo for applications where space parameters dictates an extreme horizontal format. And where a tagline is deemed appropriate.

Private Preschool Through 8th Grade


11use file: brightonwithsymboloneline.ai

ONE-LINE WITH SYMBOLUse this logo for applications where space parameters dictates an extreme horizontal format.


12use files: namebadge.ai

namebadge2.ai

Private Preschool Through 8th Grade

Band Prism Concert

GENERAL SCHOOL NAME STICK-ON BADGE Use white name badges. ONE-LINE WITH SYMBOL (no tagline) is placed at the top. The school tagline should be at the bottom in BRIGHTON GRAY or BRIGHTON GREEN.

EVENT NAME BADGEThe name of the event may be at the top in the same treatment as the TAGLINE but in a bigger font. The ONE-LINE WITH SYMBOL will appear at the bottom. The school tagline does not need to appear on an event name badge.

Note: The black border indicates the boundaries of the name badge and will not be printed.


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TYPOGRAPHY Typography is a subtle but significant detail. When used consistently, it will strengthen the visual identity by creating a uniform appearance across all materials. These typefaces have been selected to complement the full range of the identity system.

PRIMARY TYPEFACEAvenir Roman for all main text, Black for headline copy and Book in BRIGHTON GRAY for captions.

SECONDARY TYPEFACE Arial may be used to replace Avenir only when those fonts are not available.

AVENIR BLACK IN BRIGHTON ORANGEAMAZINGLY FEW DISCOTHEQUES PROVIDE JUKEBOXES.

AVENIR BLACKAMAZINGLY FEW DISCOTHEQUES PROVIDE JUKEBOXES.

AVENIR ROMANAmazingly few discotheques provide jukeboxes.

AVENIR BOOK IN BRIGTON GRAYAmazingly few discotheques provide jukeboxes.

ARIAL BOLD IN BRIGHTON ORANGEAMAZINGLY FEW DISCOTHEQUES PROVIDE JUKEBOXES.

ARIAL BOLDAMAZINGLY FEW DISCOTHEQUES PROVIDE JUKEBOXES.

ARIAL REGULARAmazingly few discotheques provide jukeboxes.

ARIAL REGULAR IN BRIGTON GRAYAmazingly few discotheques provide jukeboxes.


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BRIGHTON ORANGEPMS COATED PMS 021 C

PMS UNCOATED PMS 021 U

CMYK C0 M72 Y89 K0

RGB R255 G108 B46

HEX# ff6c2e

BRIGHTON GREENPMS COATED PMS 3285 C


CMYK C83 M20 Y57 K0

RGB R0 G148 B130

HEX# 009482

BRIGHTON GRAYPMS COATED PMS 172-7 C


CMYK C50 M45 Y39 K6

RGB R132 G127 B133

HEX# 847f85

PRIMARY COLOR PALETTEMaintaining a brand means consistency. Recognition grows with repetition. Use these colors as often as possible.


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BLACKCMYK C0 M0 Y0 K100

RGB R255 G0 B0

HEX# FFFFFF

WHITECMYK C0 M0 Y0 K0

RGB R0 G0 B0

HEX# 000000

SECONDARY COLOR PALETTEWhen color isn’t possible, black and white is acceptable. Continue using Brighton Gray.

BRIGHTON GRAYPMS COATED PMS 172-7 C


CMYK C50 M45 Y39 K6

RGB R132 G127 B133

HEX# 847f85


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INCORRECT USAGES OF LOGO IN PRINT AND WEB APPLICATIONS

PATTERNMaking the logo into a pattern destroys the meaning of the logo and turns it into decoration.

STRETCHEDStretching the logo makes it less recognizable and readable.

SLANTEDPutting the logo at an angle destroys the vertical lines that are present in the logo that give it its character.


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OLD LOGOMaintaining a brand means consistency. Recognition grows with repetition.

MONOGRAM WITH SYMBOLNo monograms. The unfortunate acronym (BS is slang for bullsh*t.) We don’t want to invite that kind of attention.

TWO-COLOR WORDMARK AND SYMBOLUsing one color for both wordmark and symbol implies unity and wholeness. Using different colors breaks up the brand.


18use file: letterheadsample.indd

425 359 7778 | 6717 212th St SW Lynnwood, WA 98036

STATIONERY SYSTEMThe stationery system provides a strong visual link to the overall identity. Therefore the university logo is the only logo allowed to appear on university l etterhead, business cards or envelopes.

LETTERHEADLetter content is in a flush-left format. Starting with the date, the letter should begin 1.75” from the top of the sheet and 1.25” from the left side of the sheet. The right margin should be set to 1.25” and the copy should not extend past that point. The letter should not extend past 1.25” from the bottom.

Font size is 11 point type on 16 points of leading. For the second sheet, the top margin should still start 2” from the ttop of the sheet.


19use file: businesscard.ai

6717 212th St SWLynnwood, WA 98036

DAVID LOCKE, [email protected]

425.329.7778


BUSINESS CARDUsing one color for both wordmark and symbol implies unity and wholeness. Using different colors breaks up the brand.

Note: The black border indicates the boundaries of the card and will not be printed.


20use file: envelope.ai

425 359 7778 | 6717 212th St SW Lynnwood, WA 98036

ENVELOPEThe envelope is simple and spacious. It includes the address and telephone number of the school on the front.

Note: The black border indicates the boundaries of the envelope and will not be printed.


21use files: hi-res-school-tee-shirt.jpg

school-tee-shirt.ai

FIELD TRIP TEE SHIRTReversing the colors, making the logo white and the shirt BRIGHTON ORANGE, or as close as circumstances will allow. Making the shirt bright will enable better tracking of students on field trips.

Make sure the logo is placed squarely in the mtiddle of each shirt.


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use file: brighton_color_logo.aibrighton-logo-hi-res.jpg

brightonsymbolonelinewithsymbol.aibrighton-logo-oneline-hi-res.jpg

BRANDED MERCHANDISEThese items are examples of items that can be purchased through manufacturing companies. Their offerings will change. Use the ONE-LINE WITH SYMBOL. for horizontally oriented objects. Use PRIMARY LOGO WITHOUT TAGLINE for more square applications, such as the tote bag pictured. For vertical objects such as the coffeemug. Contine to use the PRIMARY LOGO WITHOUT TAGLINE.

Note: Below Multiple files have been cited. Depending on your printer, they will ask for an illustrator file or a jpeg. When ever possible, always use the illustrator file for maximum fidelit


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use file: brighton-onelinewithtagline.aibrighton_color_withtagline-hi-res.jpg

brighton_color_withtagline.aibrighton-one-line-with-tagline-hi-res.jpg

TAGLINE USAGE ON BRANDED MERCHANDISEOnly when deemed appropriate, considering the recipients of the products, should the logo variants with taglines be used. Follow the same conventions as outlined in the BRANDED MERCHANDISE section..

Note Below: Multiple files have been cited. Depending on your printer, they will ask for an illustrator file or a jpeg. When ever possible, always use the illustrator file for maximum fidelity.


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INCORRECT USAGES OF LOGO IN BRANDED MERCHANDISE APPLICATIONS

INCORRECT VERSIONIn using the ONE-LINE WITH SYMBOL version, a lot of space is left over and it makes the item look mostly blank.

(above) INCORRECT VERSION(below) WRAP AROUNDThe application of the logo is such where the logo in its entirety can not be seen at once. This separates the logo and makes it unreadable.

INCORRECT ORIENTATION AND VERSIONThe version of the logo if selected appropriately gives balance, symmetry and cleanness to the logo on the object. This application defies that. Turned on its side, the logo loses a lot of its charm..

brighton school-brand-manual

Documents

tagline logo

logo implementation

brighton orangeamazingly

brighton green

brighton gray

brighton school team

school tagline

brighton schoolg r