How we look VALLEY HIGH SCHOOL BRAND GUIDELINES VERSION 1.4

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1 How we look VALLEY HIGH SCHOOL BRAND GUIDELINES VERSION 1.4

2 VALLEY HIGH SCHOOL SIMPLICITY IS THE ULTIMATE FORM OF SOPHISTICATION. Leonardo da Vinci 2 BRAND GUIDELINES

3 THIS IS A GUIDE TO THE BASIC ELEMENTS THAT MAKE UP OUR BRAND. IT WILL LET YOU GET TO KNOW VALLEY BETTER... What is a Brand Identity? A brand identity represents the values, services, ideas and personality of an organization. It is designed to increase recognition and build perceptions of the organization in its chosen marketplace. This brand identity needs to be graphically represented and usually includes elements such as logos and supporting graphics, color palette, typography, and photography choices; and can, within its guidelines, use examples to visualize how a brand should be depicted across various different visual media. Why use these guidelines? Valley High School needs to manage how its brand is represented across all visual media in various different situations. The school identity system in this document has been created to fulfill this purpose and the guidelines herein explain how to correctly depict and embody our brand philosophy consistently across different applications and target audiences to maintain the integrity of Valley High School s perception. This document is available for electronic download. Please submit a request to Valley High School Table of Contents 04 LOGO OVERVIEW Rationale Construction Exclusion Zone Minimum Size 06 ACADEMIC LOGOS 07 GENERAL PURPOSE LOGOS 10 ATHLETIC LOGOS 12 WE ARE VALLEY LOGOS WE ARE VALLEY Values Statements 14 LOGO ALTERNATIVES Black & White / Options Dark Backgrounds 16 LOGO APPLICATION Usage Guidelines and Restrictions 18 COLOR GUIDE School Color Palette Application 19 TYPOGRAPHY Print Online Style 20 CHECKLIST BRAND GUIDELINES 3

4 VALLEY HIGH SCHOOL OUR LOGO IS VERY PRECIOUS TO US. WE TOOK OUR TIME DEVELOPING OUR BRAND SO PLEASE BE NICE TO IT. Rationale THE PRIMARY LOGOS Our logos were developed to be modern and future-proof, updating our public persona and creating a fresh outlook. It is a distinctive mark and brand that seeks to present Valley High School as a forward-thinking, professional organization while still recongnizing and valuing school traditions. Construction This is the primary ACADEMIC logo to be used where a more formal or scholarly presence is preferred. The Valley V is a nod to past logos. The san serif gives it a scholarly and traditional feel which is why it is prominent in the Academic logo. The Falcon icon has been reworked to give a more modern look and feel. Its talons are reaching forward in a more aggressive manner representing the concept of moving forward and each person connected to Valley taking responsibility for their own growth toward becoming lifelong learners. The typographic used in the new General Purpose logo is designed to complement and enhance the logo graphic. It makes a bold statement and gives homage to local culture and artistry. The supporting typeface and collateral are clean and minimalist to reinforce our identity as a quality, professional organization. This is the primary GENERAL PURPOSE school logo to be used for most general school related needs. This is the prmary ICON school logo to be used when the school name isn t required or as a visual accent on school materials or sports applications. The BIRD ONLY version (see page 10) is a variation of this. 4 BRAND GUIDELINES

EXCLUSION ZONE, a little elbow room to help us stand out. It s important that our logos are displayed in the best way possible. If not protected, logos can get lost in the noise of busy layouts.

5 EXCLUSION ZONE, a little elbow room to help us stand out. It s important that our logos are displayed in the best way possible. If not protected, logos can get lost in the noise of busy layouts. Exclusion Zone size based on the height of the capital letters and the height of the Falcon talons (see the red squares in the diagrams). On all sides, the exclusion zone should be measured from the farthest edge of the logo. No element, other than our tagline, may encroach on this space. These diagrams give a general rule of thumb for how much space the logos need. The gray zones are a MINIMUM space. More is always better. Let it breathe! ALL I M SAYING IS THAT SOMETIMES, BABY, THERE S NOTHING WRONG WITH GIVING ME A LITTLE ROOM TO BREATHE Ne-Yo MINIMUM SIZE, bigger is better. Stacked logos must not be reproduced at a size smaller than 0.75 inches in height. Landscape logos must not be reproduced at a size smaller than 0.5 inches in height inch min. 0.5 inch min. BRAND GUIDELINES 5

VALLEY HIGH SCHOOL VALLEY IS FLEXIBLE, SO OUR LOGOS NEED TO BE TOO.

6 VALLEY HIGH SCHOOL VALLEY IS FLEXIBLE, SO OUR LOGOS NEED TO BE TOO. WE CREATED A FAMILY OF LOGOS SO OUR BRAND CAN REMAIN CONSISTENT THROUGH MANY USES. OUR ACADEMIC LOGOS. FOR USE WHERE A MORE FORMAL OR SCHOLARLY PRESENCE IS PREFERRED. ACADEMIC 01 A.01 This is the primary ACADEMIC LOGO to be used as the first choice where a more formal or scholarly presence is preferred. ACADEMIC 02 A.02 This is the secondary ACADEMIC LOGO to be used as an alternate choice where a more formal or scholarly presence is preferred. ACADEMIC 03 A.03 This is the BANNER version of the Academic Logo and is good for uses where wide works better. 6 BRAND GUIDELINES

the first choice for all school realated materials

for team/school spirit GENERAL PURPOSE TEXT ONLY 01

is preferred. GENERAL PURPOSE TEXT ONLY 02 GPTO.

7 OUR GENERAL PURPOSE LOGOS. FOR USE ON ALL SCHOOL CENTRIC PROMOTIONAL MATERIALS GENERAL PURPOSE 01 GP.01 This is the primary GENERAL LOGO to be used as the first choice for all school realated materials GENERAL PURPOSE 02 GP. 02 This is the primary GENERAL LOGO WITH FALCONS to be used as the first choice for all school realated materials where it s favorable to include falcons for team/school spirit GENERAL PURPOSE TEXT ONLY 01 GPTO. 01 Alternative for instances where TEXT ONLY is preferred. GENERAL PURPOSE TEXT ONLY 02 GPTO.02 Alternative for instances where TEXT ONLY with FALCONS is preferred. BRAND GUIDELINES 7

VALLEY HIGH SCHOOL GENERAL PURPOSE LOGOS...BOLDY GOING.

IS REQUIRED GENERAL PURPOSE BOLD 01 GPB.

when a bolder banner is preferred. GENERAL PURPOSE BOLD 02 GPB.

8 VALLEY HIGH SCHOOL GENERAL PURPOSE LOGOS...BOLDY GOING... THESE SECONDARY LOGOS ARE BOLDER VERSIONS WHERE EXTRA PUNCH IS REQUIRED GENERAL PURPOSE BOLD 01 GPB. 01 This is the seondary GENERAL PURPOSE WIDE LOGO to be used when a bolder banner is preferred. GENERAL PURPOSE BOLD 02 GPB. 02 This is the secondary GENERAL STACKED LOGO to be used when a bolder stacked logo is preferred. GENERAL PURPOSE BOLD 03 GPB. 03 Alternatives for instances where TEXT ONLY is preferred. GENERAL PURPOSE BOLD 04 GPB. 04 Alternatives for instances where TEXT ONLY is preferred. GENERAL PURPOSE BOLD 05 GPB. 05 This is the primary BOLD BANNER LOGO GENERAL PURPOSE BOLD 06 GPB. 06 This is a secondary BOLD BANNER LOGO with a slightly lower profile than the above logo 8 BRAND GUIDELINES

Examples include: outdoor signage, labels, etc.

9 OUR GENERAL PURPOSE V-ICON LOGOS. FOR USE ON ALL SCHOOL CENTRIC PROMOTIONAL MATERIALS GENERAL PURPOSE V-ICON 01 GPVI. 01 This is the primary V-ICON LOGO to be used widely as an accent or sports related materials. GENERAL PURPOSE V-ICON 02 GPVI. 03 This is a secondary BOLD BANNER LOGO which includes the V-ICON logo GENERAL PURPOSE V-ICON TALL 01 GPVIT.01 This is the primary TALL V-ICON TALL LOGO to be used for situations where a tall logo is needed. Examples include: outdoor signage, labels, etc. GENERAL PURPOSE V-ICON TALL 02 GPVIT.02 This is a secondary TALL V-ICON TALL LOGO to be used for situations where a tall logo is needed. Examples include: outdoor signage, labels, etc. GENERAL PURPOSE V-ICON TALL 03 GPVIT.03 This is a secondary V-ICON TALL LOGO for uses such as signage and traditional sports t-shirts and travel gear. BRAND GUIDELINES 9

VALLEY HIGH SCHOOL ATHLETIC LOGOS UNIFORMS, ATHLETIC GEAR, SPIRIT SWAG... ATHLETIC 01 ATH.

limited to Athletics ATHLETIC V-ONLY ICON 01 ATH_V.

to Athletics ATHLETIC V-ONLY 2 COLOR 01 ATH_V.

Any school color combination can be employed.

10 VALLEY HIGH SCHOOL ATHLETIC LOGOS UNIFORMS, ATHLETIC GEAR, SPIRIT SWAG... ATHLETIC 01 ATH.01 The Valley BIRD ICON will be used as a visual accent in a variety of situations, primarily, but not limited to Athletics ATHLETIC V-ONLY ICON 01 ATH_V.01 The Valley V-ONLY will be used as a visual accent in a variety of situations, primarily, but not limited to Athletics ATHLETIC V-ONLY 2 COLOR 01 ATH_V.02 The Valley V-ONLY will be used for 2 color print jobs and for EMBROIDERY needs application. Any school color combination can be employed. Simply inform which eill be the main color and which will be the outline. ATHLETIC 02 ATH. 02 The VALLEY BOLD type treatment will be used in a variety of situations, potentially for uniforms. ATHLETIC 03 ATH. 03 The FALCONS BOLD type treatment will be used in a variety of situations, potentially for uniforms. 10 BRAND GUIDELINES

11 ALTERNATE ATHLETIC SCRIPTS FOR USE ON ALL SCHOOL CENTRIC PROMOTIONAL MATERIALS ATHLETIC 04 ATH. 04 The VALLEY CURVED BOLD type treatment will be used in a variety of situations, potentially for uniforms. ATHLETIC 05 ATH. 05 The FALCONS CURVED BOLD type treatment will be used in a variety of situations, potentially for uniforms. ATHLETIC 06 ATH. 06 The VALLEY CURSIVE SCRIPT type treatment will be used in a variety of situations, potentially for uniforms. ATHLETIC 07 ATH. 07 The FALCONS CURSIVE SCRIPT type treatment will be used in a variety of situations, potentially for uniforms. BRAND GUIDELINES 11

01 The Valley BIRD ICON will be used as a visual accent in a variety of situations, primarily, but

12 VALLEY HIGH SCHOOL WE ARE VALLEY LOGOS FOR USE ANYWHERE WE WANT TO DEFINE WHO WE ARE AS A SCHOOL WE ARE VALLEY 01 WAV.01 The Valley BIRD ICON will be used as a visual accent in a variety of situations, primarily, but not limited to Athletics WE ARE VALLEY 02 WAV.02 The VALLEY BOLD type treatment will be used in a variety of situations, potentially for uniforms. LAYOUT EXAMPLE 12 BRAND GUIDELINES

(The font is Myriad Pro Bold) VALUES 02 VV.

13 VALLEY VALUES WORDS FOR USE IN COORDINATION WITH THE WE ARE VALLEY LOGOS VALUES 01 VV. 01 The 2 COLUMN VALLEY VALUES to be placed underneath, or in conjuction with, the WE ARE VALLEY logo. (The font is Myriad Pro Bold) VALUES 02 VV. 02 The STACKED VALLEY VALUES to be placed underneath, or in conjuction with, the WE ARE VALLEY logo. (The font is Myriad Pro Bold) VALUES 03 VV. 03 The MINIMALIST VALLEY VALUES to be placed underneath, or in conjuction with, the WE ARE VALLEY logo. (The font is Myriad Pro Bold) LAYOUT EXAMPLE BRAND GUIDELINES 13

14 VALLEY HIGH SCHOOL WE KNOW THINGS IN THE REAL WORLD AREN T ALWAYS BLACK AND WHITE. SOMETIMES OUR LOGOS NEED TO BE... AND GRAYSCALE. BLACK & WHITE EXAMPLES 14 BRAND GUIDELINES

15 IT S IMPORTANT TO BE POSITIVE, BUT WHEN YOU CAN T, WE VE GOT YOU COVERED. WE VE CREATED SELECTED NEGATIVE LOGOS TO USE ON DARK BACKGROUNDS. COLOR EXAMPLES ON DARK BACKGROUND BLACK & WHITE EXAMPLES ON DARK BACKGROUND BRAND GUIDELINES 15

VALLEY HIGH SCHOOL WE WANT TO LOOK GOOD ALL THE TIME. TAKE TIME TO CONSIDER HOW BEST TO APPLY OUR LOGOS.

Try to use white or neutral backgrounds. See page 5 for more on this. 02 If you have to.

16 VALLEY HIGH SCHOOL WE WANT TO LOOK GOOD ALL THE TIME. TAKE TIME TO CONSIDER HOW BEST TO APPLY OUR LOGOS. 01 Space around the logo Always leave the logo some space to breathe. Try to use white or neutral backgrounds. See page 5 for more on this. 02 If you have to... If it s unavoidable to sit the logo on a color or a photo, use the negative logo. Do not use the negative logo on backgrounds that are too light or cluttered. Choose placement that maximizes contrast for visibility 03 Don t stretch or distort the logo Always hold down the shift key when resizing logos so they keep their dimensions. 16 BRAND GUIDELINES

DESIGN IS A FUNNY WORD. SOME PEOPLE THINK DESIGN MEANS HOW IT LOOKS. BUT OF COURSE, IF YOU DIG DEEPER, IT S REALLY HOW IT WORKS.

Most of the logos can be placed properly on a Valley Gold background CLASH CLASH NO CONTRAST NICE!

17 DESIGN IS A FUNNY WORD. SOME PEOPLE THINK DESIGN MEANS HOW IT LOOKS. BUT OF COURSE, IF YOU DIG DEEPER, IT S REALLY HOW IT WORKS. Steve Jobs 04 Poor color pairings Do not place the logo on the wrong colors. Be conscious of clashing and lack of contrast. Most of the logos can be placed properly on a Valley Gold background CLASH CLASH NO CONTRAST NICE! NICE! 05 No extras required For the most part, don t add embellishments like drop-shadows, embossings etc. to the logo. If you have to add a shadow to improve contrast, be VERY conservative. Small, light touch shadowing. 06 Protect the brand Never use non-approved fonts or colors with the logo. VALLEY 07 Drop the screen Don t screen one of the logos behind text. It generally does nothing but make the text hard to read. There are better ways to brand a page of text. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin non semper arcu, tempus HARD TO READ ISN T IT? tellus. Duis iaculis elementum odio. Curabitur vel tristique JUST DON T que imperdiet eget sapien sed maximus. Nullam a justo ac metus malesuada pellentesque bibendum sed sapien. BRAND GUIDELINES 17

18 VALLEY HIGH SCHOOL OUR COLORS DEFINE OUR BRAND. WE RE BOLD, BRIGHT AND CONFIDENT. SIMPLE AND TO THE POINT. The Valley High School color palette includes the three colors to be used exclusively for all Valley related materials. Color matching standard Pantone references are included to ensure accuracy when reproducing the palette. Color Palette // Primary These are the official school colors and their formulas for accurate reproduction. Whenever possible, use the RGB formulas for color matching. They are the closest representations of the school colors. VALLEY NAVY BLUE pantone 288C cmyk 94 : 54 : 0 : 0 rgb 61 : 85 : 136 hex # 002D72 VALLEY GOLD pantone 115C cmyk 0 : 10 : 100 : 0 rgb 255 : 205 : 0 hex # FFCD00 VALLEY AZURE BLUE pantone 2995C cmyk 89 : 0 : 1 : 0 rgb 0 : 169 : 224 hex # 00A9E0 (CMYK versions) Note: As is always the case, when printing in CMYK, blue tones tend to become muted. Care has been taken to match the colors as closely as possible. In situations where accurate color is important, spot color printing, utilizing Pantone inks should be considered. For more on this, check out this simple explanation: 18 BRAND GUIDELINES

19 Typography. Style. Text for correspondence and publications should preferably be set in upper and lower-case, and flush left with ragged right. Capitalization should never be used for body text, but is acceptable for headings. TYPOGRAPHY IS THE BACKBONE OF DESIGN, GETTING IT RIGHT IS PARAMOUNT. Display Font (General Purpose Logo) FOR HEADLINES, not sentences, CAPS only for most situations Aa Function Display ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?! Display Font (Academic Logo) Used on ACADEMIC logo Aa Myriad Pro LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?! Display Font (General Purpose Logo) Used on HIGH SCHOOL primary logo and ACADEMIC logo Value Statements Aa Myriad Pro REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?! Display Font (Athletic Script) Used on JERSEY SCRIPT. NOT a general usage font. Use sparingly. NEVER use in ALL CAPS. All lower case is acceptable Aa Fonjava ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?! $&@*) Body Copy Font These fonts should be used for all paragraph text Myriad Pro Bold For headers / emphasis words Do NOT underline text Myriad Pro Regular Paragraph text Myriad Pro Light Alternate paragraph text Myriad Pro Italic Paragraph text emphasis font Online Body Copy Font These fonts should be used for all body copy on the web. Arial Bold Arial Regular Arial Italic BRAND GUIDELINES 19

20 THE AIM OF ART IS TO REPRESENT NOT THE OUTWARD APPEARANCE OF THINGS, BUT THEIR INWARD SIGNIFICANCE. Aristotle HERE S A CHECKLIST TO HELP ENSURE THAT YOU VE DONE EVERYTHING RIGHT. The Checklist The Logo Only use logos that are complete and in an appropriate version, created from original digital artwork. Please check that you have respected the minimum size and exclusion zone requirements. 02 Backgrounds The logo should not appear on light or cluttered images without being reversed out. 03 Graphics Check that any supporting graphics or graphic elements do not marginalize, obscure or overpower our logo. 04 Typography Check that our typefaces have been used appropriately where applicable. 05 Design Be sure to provide these guidelines to third parties or collaborating partners. A final thought. If in doubt, take a look back through this document, all the answers are there. We don't ask for much, just a little love and respect for our branding, which is why we think we've created a flexible system that won't stifle your creativity. Give it your best shot... THIS DOCUMENT MAY BE MADE AVAILABLE IN ALTERNATIVE FORMATS ON REQUEST. PLEASE CONTACT VALLEY HIGH SCHOOL ADMINISTRATION FOR FURTHER DETAILS. Valley High School 1801 S Greenville St, Santa Ana, CA Telephone. (714) David.Richey@SAUSD.US Web.

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