Administrative Procedure 158

SCHOOL VISUAL IDENTITY

Background

The School’s visual identity program is one of the first points of contact that the public has with the Charter Board. The organization’s visual identity tells a lot about who we are as an organization and plays a key part in defining our School to our public. The visual identity program also establishes the ‘look and feel’ of who we are and what we represent. The School’s corporate logo is an integral part of our visual identity program and aligns closely with the vision, mission, philosophy and guiding principles in telling our story to broad public audiences.
A key measure in defining the success of the School’s corporate branding is the extent to which we are able to achieve consistency across all communications and marketing platforms. Consistent execution of the School’s visual identity (including logo) will be necessary in all forms of print and digital communications, social media, web-based communication, corporate advertising, and building signage.

Procedures

1. All representations of the School’s visual identity in any internal or external communications resource must follow the School’s approved Visual Identity guidelines (Appendix).
2. The Superintendent is responsible for ensuring the School’s Visual Identity guidelines are followed by the staff and external third-party stakeholders.
3. The Logo is to be used for stationary, forms, display, and lapel pins to promote the visual identity of the School.
4. Metal pins will be provided in reasonable quantities to Directors and the Superintendent for promotion of the School, recognition of guests, etc. Distribution of pins shall be under the direction and discretion of the Superintendent.
5. Various types of clothing or other items may be acquired by the School in order to promote its image. These items may be provided as gifts or may be available for resale.

Legal Reference: Section 25, 26, 33, 52, 53, 68, 196, 197, 222, 225 Education Act 

Administrative Procedure 158 Appendix

SCHOOL IDENTITY STANDARDS

1. Colour:
1.1. An acceptable colour palette that is to be used in all communications, to the greatest extent possible, within reason.
1.2. Our brand palette includes colours, supported by their darker and lighter variations.
1.3. A highlight or accent colour may be used from this colour palette with reasonable judgement.
2. Typography:
2.1. Consistent use of the same font or fonts in communication is a key component of maintaining a strong visual identity. Our primary typeface is Ariel.
2.2. The fallback typeface is Times.
3. Images:
3.1. Photos, illustrations and iconography are all important visual elements.
3.2. Photos are to be thought-provoking and inspiring, with a distinct sense of place. As much as possible, they are to be professionally shot and edited, with attention paid to colour, contrast, clarity, sharpness, and how they will resonate with the intended audience. Where possible, photos are to be of our community, shot locally.
3.3. Illustrations and icons are to be clear and easy to recognize. As much as possible, these are to follow the established colour palette.
3.4. In the future, the Charter Board may choose to adopt a specific style of illustrations and icons to further root our identity.
4. Other items:
4.1. Charts and graphs:
4.1.1. As much as possible, charts and graphs are to be consistent in their format and presentation. Colour use in charts and graphs has its own recognized set of standards, (red for negative, green for positive, etc.) but headers may contain our established accent colour.
4.2. Formats for brochures, cover letters, posters, banners and other promotional materials are to follow professional guidelines to ensure clear and impactful presentation.
4.3. Social media graphics are to share key elements with all other communication formats, but with bolder text and colour in order to draw attention and maximize readability.
4.4. The official School website is to clearly follow all aspects of these visual identity standards.

References: Section 25, 26, 33, 52, 53, 68, 196, 197, 222, 225 Education Act

Approved:
Revised: