Saint Joseph High School Brand Book July 2017
From the Principal I am pleased to introduce our official "Brand Book" which contains our graphic identity standards and guidelines. Communication with the public contributes to our reputation. Newsletters, flyers, stationery, T-shirts, social media, websites, displays, and other forms of communication represent not just the individual or program, but the entire school. Thus, it is imperative that our visual communications present a clear, consistent image that reflects SJHS s quality, professionalism, and mission. Please follow these guidelines for all communications and projects. Dr. Terri Mendoza, Class of 1973 Principal 01
Table of Contents From the Principal 01 Front Office / Formal Stationery 19 SJHS 03 General School Stationery 23 Our School Colors 04 Promotional Materials 27 Our School Logo 05 Understanding File Types & Color 29 Our School Crest 09 Typography 31 SJ Lettering 11 Using Photos 33 Jester Logo 13 SJHS Apparel 35 Jester Lettering 14 CSJ Logo 39 Graphic Elements 15 Contact 41 Usage Chart 17 02
SJHS In order to deliver a consistent message, our visual identity its use in all media and materials must be rigorously managed at all levels within our community. Simply stated, it is everyone s responsibility to present SJHS s visual identity properly. The color orange is integral to identifying Saint Joseph High School as a unique educational institution and community. Support colors to be used in conjunction with the SJHS Orange (Pantone 158 for coated paper and Pantone 151 for uncoated) are white, light blue, and gray as shown. The restrained color palette is essential to capturing and conveying the SJHS brand. Shown right, are the color callouts depending on the type of paper stock used for printing. 03
PRIMARY BRAND COLORS SECONDARY BRAND COLORS COATED PAPER STOCK 158 C WHITE 292 C Cool Gray 10 C FOR WEB USE 232 R / 119 G / 34 B FOR WEB USE 255 R / 255 G / 255 B FOR WEB USE 105 R / 179 G / 231 B FOR WEB USE 99 R / 102 G / 106 B 0 C / 62 M / 95 Y / 0 K 0 C / 0 M / 0 Y / 0 K 59 C / 11 M / 0 Y / 0 K 40 C / 30 M / 20 Y / 66 K UNCOATED PAPER STOCK 151 U WHITE 2915 U Cool Gray 10 U 0 C / 43 M / 91 Y / 0 K 0 C / 0 M / 0 Y / 0 K 53 C / 4 M / 1 Y / 0 K 26 C / 16 M / 9 Y / 43 K 04
OUR SCHOOL LOGO The Saint Joseph High School logo is one of the most important visual components of our brand identity. Its function is to clearly and strongly identify our school to the outside world. Its icon, typography, color, and configuration are unique. The logo is a custom element and should only be reproduced from authorized electronic artwork. Any substitution or alteration of the logo is NOT acceptable. Icon The icon represents the Saint Joseph sculpture that hangs on our chapel. Type 158 C FOR WEB USE 232 R / 119 G / 34 B WHEN USING COATED PAPER STOCK 0 C / 62 M / 95 Y / 0 K WHEN USING UNCOATED PAPER STOCK 0 C / 43 M / 91 Y / 0 K 151 U Logo NOTE: The logo can also be run in 100% or 60% black when color is not an option. It should never be printed in reverse (white). 05
CLEAR SPACE The logo must be placed within a specific isolation area. This gives the logo presence and separates it from text or other graphic elements. WHEN TO USE IT The school logo is NOT to be interchanged with the school crest and the school crest can not be used in place of the school logo. Examples of instances when the school logo should always be used: Newsletters Admissions Materials Advertisements Yearbook ISO and Mission Statement For a more complete logo usage list, see page 17. SIZING To maintain legibility, the minimum size for the logo should be 1.5 inches wide. 06
UNACCEPTABLE LOGO USAGE These are just a few examples showing improper usage of the logo which apply to all the branding collateral. Do NOT reverse the logo. Do NOT distort the logo. Do NOT use the type without the icon. IMPORTANT: To ensure that the proportional relationship, type font and presentation of Saint Joseph High School s logo is always correct, use the digital formats (.eps,.jpg,.png, etc.) of the logo which can be obtained through the development office. Please email Mary Koppes at mkoppes@sj-jester.org with your request. These digital files as opposed to hand keying the type should be used so that clear, sharp, quality reproduction and consistency are maintained. 07
UNACCEPTABLE LOGO USAGE (CONTINUED) Do NOT alter proportions. Do NOT move the icon. Do NOT place in any shape. Do NOT rearrange text. Do NOT change colors. Do NOT use drop shadow. Do NOT stack icon and type. NOTE: The type and icon of the logo should never be used independently. 08
OUR SCHOOL CREST The oldest symbol of our institution, the school crest (or seal), authenticates official school documents and signifies the importance of special occasions and events. Our crest is a symbol for our identity, but is not our logo and should NOT be used interchangeably with the logo. The crest may not be altered or combined with logos, but it may be embossed, screened into a background or reproduced in colors shown below. COATED PAPER STOCK UNCOATED PAPER STOCK FOR WEB USE 232 R / 119 G / 34 B 0 C / 43 M / 91 Y / 0 K 158 C 0 C / 62 M / 95 Y / 0 K 151 U THE SCHOOL SEAL The seal of Saint Joseph High School is a shield to represent the strength that comes through knowledge. It contains the initials (St. J) of St. Joseph, patron of the school. The cross in the background stands for our faith. The fleur de lis in the upper left-hand corner may be small but represents the Sisters of St. Joseph of Carondelet (CSJ) who founded Saint Joseph High School in 1964. The CSJ congregation originated in France in 1650, and the fleur de lis is a component of the CSJ seal. The crest can also be reversed out in white on dark backgrounds. 09
WHEN TO USE IT PMS 158 + GOLD OPTIONS COATED PAPER STOCK 1245 C FOR WEB USE 198 R / 146 G / 20 B 6 C / 35 M / 99 Y / 18 K METALLIC 8640 C N0 RGB or CMYK equivalent The crest indicates institutional sanction for official, legal and ceremonial purposes. It should be used for: Official school documents Official stationery Formal documents, such as diplomas, certificates, legal documents and contracts Official ceremonial or historical school materials Letters of recommendation The seal and the logo are not to be used interchangeably. The crest should NOT be used in daily communications by departments or programs. Instead, please use the school logo. UNCOATED PAPER STOCK GOLD FOIL For a complete usage list, please see page 17. 2 C / 18 M / 100 Y / 18 K N0 RGB or CMYK equivalent 117 U 10
SJ LETTERING The customized combination of the SJ lettering with the SJHS fleur de lis signifies Saint Joseph High School athletics and other co-curricular activities. Only the approved electronic version the SJ Lettering should be used because the letters and spacing have been graphically altered. Various color options, as shown below, are available. No other color combinations are permissible. AVAILABLE COLOR OPTIONS 11 Orange Fill White Outline Orange Border NOTE: Orange Fill White Outline Gray Border White Fill Gray Outline Orange Border White Fill Orange Outline Gray Border Additionally, an all-white version (white fill and white border with the outline and fleur de lis showing the material beneath) of the SJ lettering is available. This is an excellent option for class shirts. Orange Fill Gray Outline White Border (Used on dark backgrounds as shown)
SJ LETTERING COLORS COATED PAPER STOCK & APPAREL WHEN TO USE IT 165 C FOR WEB USE 255 R / 103 G / 31 B 0 C / 70 M / 100 Y / 0 K Cool Gray 10 U FOR WEB USE 99 R / 102 G / 106 B 40 C / 30 M / 20 Y / 66 K NOTE: The SJ Lettering may be used for all athletic and co-curricular related items, such as: Athletic Print Materials Apparel Bumper Stickers Car Stickers/Window Clings UNCOATED PAPER STOCK The SJ is NOT to be to be used interchangeably with the Saint Joseph High School Logo. For a complete list of acceptable usage, see page 18. Orange 021 U Cool Gray 10 U 0 C / 45 M / 86 Y / 0 K 26 C / 16 M / 9 Y / 43 K 12
JESTER LOGO Our mascot, the Jester, evokes thoughts of fun and agility, but we are also a stellar educational institution, therefore, our Jester Mascot Head was developed to project a contemporary, iconic, identifiable mark, sans folly. Please do not alter or add to this artwork in any way. JESTER HAT The Jester head should be printed in either the school orange, PMS 158 (p.4) with the crest UNACCEPTABLE USE 13 The Jester head should be printed in either the school orange, PMS 158 (see page 4) or our Athletic orange, PMS 165 (see page 12) or their CMYK equivalents or, when printed on apparel, the closest color match to either of those colors. The Jester head should not be combined with the school logo, crest, or the school name. with the logo St. Joseph High School with the logo type
WHEN TO USE IT JESTERS LETTERING The official font for JESTERS is High School USA Serif. The Jester head and the word JESTERS can be used in a variety of applications: Athletics Promotional Materials Apparel Banners The word JESTERS should be printed in either the school orange, PMS 158 (see page 4) or our Athletic orange, PMS 165 (see page 12) or their CMYK equivalents or, when printed on apparel, the closest color match to either of those colors. Dark gray (PMS Cool Gray 10) and white are also acceptable. 14
GRAPHIC ELEMENTS There are some additional graphic elements that have a connection to SJHS, including the fleur de lis and the shield. While there are no set color call-outs for these elements, it is advised that the school colors (or tints of them) be used. The photo of the statue of Saint Joseph is also a recognizable image because of the statue s prominent placement on our campus. The school is also proud of our standing as a National Blue Ribbon School. The official seal can be used when appropriate. LIGHT GRAY SHIELD ORANGE SHIELD THE SHIELD OUR FLEUR DE LIS This is the official fleur de lis. Please do NOT use any substitutes and do NOT animorphically size this fleur de lis. The shape of the shield shown is specific to SJHS and can be used as a graphic element to set off stats, icons or brief text. 15 BLUE SHIELD
NATIONAL BLUE RIBBON SEAL SAINT JOSEPH STATUE Can be used at full strength color, screened back, or in grayscale. 16
LOGO CREST (SEAL) USE ON ISO and Mission Statement Newsletter Admissions Materials Advertisements Yearbook General Office Stationery Staff & Volunteer Apparel Student Service Apparel Marketing materials, giveaways and other merchandise: cups, bags, etc. Orange & Gold or Gold & Orange Formal Stationery Business Cards Thank You Cards Orange and White Part of Word and PowerPoint templates Posters, Banners Marketing materials as a secondary note to the school logo DO NOT USE ON Do not place the logo and crest in the same piece side by side. The logo should not appear on formal administrative documents. Do not place the logo and crest in the same piece side by side. If the crest appears in the same layout as the school logo, it should be much smaller and be significantly separated from the logo. 17
LETTERWOMAN S J SJ LETTERING FLEUR DE LIS The embroidered, chenille "J" is a long-standing tradition for Jester athletes, drill team, cheer and song. The "J" is awarded to a student by the Athletic Director or Pep Squad Moderator. Varsity athletics letterwoman s jacket and sweater Varsity pep squad letterwoman s jacket and sweater The embroidered J is not to be used on any other apparel. Athletic uniforms, warm-ups and spirit packages Pep squad uniforms, warm-ups and spirit packages Co-curricular apparel Casual apparel, hats, etc., sold in student store Giveaways and other merchandise: cups, bags, etc. The SJ lettering is used mainly for athletic and co-curricular promotional merchandise. Official fleur de lis can be used as a design element for SJHS print materials and other items. SHIELD The embroidered, chenille "SJ" has been introduced for the Drama Sweater The "SJ" is awarded by the Theatre Department Used on drama letterwoman's sweater (which also includes the drama symbol awarded by Theatre department) This shield shape can be used as a graphic element (p.15). 18
Typography Saint Joseph High School has selected two primary fonts that are to be used for all promotional print materials. The Raleway font family, used for body copy, offers a wide variety of styles. While regular should be used for the main body copy, italic, bold italic, or semibold can be used to set off certain words or phrases. Headlines should use Optima LT Std Demi only. 31
HEADING FONT Optima LT Std Demi ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890 BODY FONT RalewayRegular ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890 SCRIPT FONT 32
CSJ Logo SJHS is sponsored by Sisters of St. Joseph of Carondelet and our connection to the Sisters is integral to who we are as a high school for young women. The Sisters have granted our school permission to use their logo in our school publications (electronic or hardcopies) as we see fit. The logo shown on the page 40 replaces the Sisters older seal logo. 39
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Contact Whether you re producing a brochure, a Web page, a coffee mug or something else, please abide by the Saint Joseph High School Brand Book policies & guidelines. If you have any questions regarding the standards, contact: Ms. Mary Jensen Koppes, 77 Director of Advancement and Technology 562-925-5073, ext 176 Fax: 562-925-3315 mkoppes@sj-jester.org Saint Joseph High School 5825 North Woodruff Avenue Lakewood, California 90713 www.sj-jester.org