Identity & Style Matt J. Fuller Director of Technology & Communication
Overview Branding Identity Application Identity Use Fonts Communications Collateral Style Q & A
Branding
What is a brand? The descriptive verbal attributes and concrete symbols such as a name, logo, slogan, and design scheme that convey the essence of a company, product, or service.
What is brand identity? How an organization (or company) wishes their community (or customers) to perceive the brand. Identity is fundamental to community recognition and symbolizes the brand’s differentiation from other organizations. In the public sector: A strong and consistent identity helps a school district represent and communicate its vision, expectations, philosophy and practice, and beliefs to the community and world.
Responding to Needs The Winnetka Public Schools Communications Audit (2008) identified that overall, more graphics and visuals were requested from staff and community members (with and without students attending). The Communications Audit also revealed that it was not clear to all community members where publications originated (District 203 vs. District 36). The Winnetka Board of Education also requested a strengthening of the district’s identification systems.
y t i t n e d I e l y t S Overview & L A U N A M . 1 n 1 s i o e r n v i o c a t b l i P u 0 8 2 0 b e r t o O c The Winnetka Public Schools Identity & Style Manual • Page 1
Identity
Identity Elements icon typographic signature identity or logo A Community of Learners optional type attachment
Identity Elements logotype
Logo Design 1. Identified font as Trajan Pro. 2. Drew vector illustration of tree.
Logo Design Final includes traditional tree logo (thinner lines) and original Trajan Pro font (custom sizing and kerning).
Application L I a , 0 0 k 0 t 0 e - n 6 n 4 i 4 W 7 - 4 r • o 8 t x 6 . e 3 e a r f a S t • � k t k 0 e a 0 n 4 n O 9 w i 5 6 - 3 w . 2 4 4 w 1 - 7 w 4 8 e n o h p Dr. Jan Smith, Superintendent Anytown School District 78 1234 North Main Street Anytown, IL 60000 Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed diam nonnumy eiusmod tempor labore etorelit, sed diam nonnumy eiusmod tempor labor elit, sed diam nonnumy eiusmod tempor labore etor. Ipsum dolor sit amet, August 1, 2008 consectetur adipiscing elit, sed diam nonnumy eiusmod tempor labor sed diam nonnumy eiusmod tempor labore etor etorelit, sed diam nonnumy Dr. Smith: Amet, consectetur adipiscing elit, sed diam nonnumy eiusmod tempor labor . Ipsum sit amet, consectetur adipiscing
Where will we use the identity? District (as opposed to school) communications: Internal communications from the District Office (Superintendent, Business, Pupil Services, Human Resources, Curriculum, Technology) External communications from the District Office Board of Education communications District publications (internal and external) District promotional materials (internal and external) Next major project: website
Who will have access to the identity elements? Staff of The Winnetka Public Schools who are involved in producing printed and digital communications. Via intranet: intranet.winnetka36.org Individuals outside The Winnetka Public Schools as determined by district administration.
Identity Use
Place the logo on a white or neutral background. (“Busy” backgrounds do not work well.)
Position the identity so it does not compete with the main message of the piece.
Do not...
Book Antiqua ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ?!@#$%& Book Antiqua Bold Fonts ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ?!@#$%& Book Antiqua Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ?!@#$%&
Fonts: Trajan Pro Trajan Pro is the logo font. Only use Trajan Pro in the logo and logotype. Trajan Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ?!@#$%&
Fonts: Book Antiqua Use Book Book Antiqua Antiqua as the ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz main “body” 1234567890 ?!@#$%& font. Substitution: Book Antiqua Bold Palatino ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ?!@#$%& Book Antiqua Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ?!@#$%&
Fonts: News Gothic MT Use News News Gothic MT Gothic MT as ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz the headline or 1234567890 ?!@#$%& supporting font. News Gothic MT Bold Substitutions: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial or 1234567890 ?!@#$%& Helvetica News Gothic MT Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ?!@#$%&
. D . h P , n n a m r r e H y t n r a e d M n e t n 0 i r 0 e t 0 p e 0 e u - r 6 S t S 3 4 9 4 k 0 - a 7 0 O 4 6 8 5 L x 3 I a g 2 f , r 1 a � o • k . 6 t 0 e 3 0 n a 4 n k 9 i - t W e 6 n 4 4 n - i A Community of Learners w 7 4 @ 8 m h p n n a m r r e h Communications Collateral
Letterhead: 1.5" 2" General 1235 Oak Street • Winnetka, IL 60093 phone 847-446-9400 • � fax 847-446-0000 www.winnetka36.org Dr. Jan Smith, Superintendent Anytown School District 78 1234 North Main Street Anytown, IL 60000 1235 Oak Street • Winnetka, IL 60093 phone 847-446-9400 • � fax 847-446-0000 August 1, 2008 www.winnetka36.org Dr. Smith: Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed diam nonnumy eiusmod tempor labore etorelit, sed diam nonnumy eiusmod tempor labore etor etorelit, sed diam nonnumy eiusmod tempor labore etor. Ipsum dolor sit amet, consectetur adipiscing elit, sed diam nonnumy eiusmod tempor labore etorelit, sed diam nonnumy eiusmod tempor labore etor etorelit, sed diam nonnumy eiusmod tempor labore etor. 1.5" 1" Amet, consectetur adipiscing elit, sed diam nonnumy eiusmod tempor labore etorelit, sed diam nonnumy eiusmod tempor labore etor etorelit, sed diam nonnumy eiusmod tempor labore etor. Ipsum sit amet, consectetur adipiscing elit, sed diam nonnumy eiusmod tempor labore etorelit, sed diam nonnumy eiusmod labore etor etorelit, sed diam nonnumy eiusmod tempor labore etor. Consectetur adipiscing elit, sed diam nonnumy eiusmod tempor labore etorelit, sed diam nonnumy eiusmod tempor labore etor etorelit, sed diam nonnumy adipiscing elit, sed diam nonnumy eiusmod tempor labore etorelit, sed diam nonnumy eiusmod tempor labore etor etorelit, sed diam nonnumy eiusmod tempor labore. Sincerely, Tag Line: A Community of Learners Dr. Mary Herrmann Superintendent 1" A Community of Learners 0.5" v3ex1
Letterhead: 1.5" 2" 1235 Oak Street • Winnetka, IL 60093 Personalized phone 847-446-9400 • � fax 847-446-0000 Mary B. Herrmann, Ph.D., Superintendent herrmannm@winnetka36.org Dr. Jan Smith, Superintendent Anytown School District 78 1234 North Main Street Anytown, IL 60000 1235 Oak Street • Winnetka, IL 60093 phone 847-446-9400 • � fax 847-446-0000 August 1, 2008 Mary B. Herrmann, Ph.D., Superintendent Dr. Smith: herrmannm@winnetka36.org Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed diam nonnumy eiusmod tempor labore etorelit, sed diam nonnumy eiusmod tempor labore etor etorelit, sed diam nonnumy eiusmod tempor labore etor. Ipsum dolor sit amet, consectetur adipiscing elit, sed diam nonnumy eiusmod tempor labore etorelit, sed diam nonnumy eiusmod tempor labore etor etorelit, sed diam nonnumy eiusmod tempor labore etor. 1.5" Amet, consectetur adipiscing elit, sed diam nonnumy eiusmod tempor labore 1" etorelit, sed diam nonnumy eiusmod tempor labore etor etorelit, sed diam nonnumy eiusmod tempor labore etor. Ipsum sit amet, consectetur adipiscing elit, sed diam nonnumy eiusmod tempor labore etorelit, sed diam nonnumy eiusmod labore etor etorelit, sed diam nonnumy eiusmod tempor labore etor. Consectetur adipiscing elit, sed diam nonnumy eiusmod tempor labore etorelit, sed diam nonnumy eiusmod tempor labore etor etorelit, sed diam nonnumy adipiscing elit, sed diam nonnumy eiusmod tempor labore etorelit, sed diam nonnumy eiusmod tempor labore etor etorelit, sed diam nonnumy eiusmod tempor labore. Sincerely, Tag Line: A Community of Learners Dr. Mary Herrmann Superintendent A Community of Learners 1" v3ex2 0.5"
Business Card Contact Mary Herrmann, Ph.D. information block Superintendent 1235 Oak Street center-aligned Winnetka, IL 60093 ph 847-446-9400 • � fax 847-446-0000 and printed herrmannm@winnetka36.org in black. A Community of Learners
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