THE STEVENSON BRAND IDENTITY AND LOGO
A brand’s identity is perhaps the most important facet of any business. A company’s brand is its definition in the world, the name that identifies it to itself and the marketplace.
Stevenson School, inspired by its namesake, projects an identity as a selective school for college-bound boarding and day students that frames both high achievement and joyful living as mutually reinforcing aspirations. In addition, the school’s location in Pebble Beach sets it apart from the competition. All of which make up the brand’s identity.
The foundation of your brand is your logo. Your website, collateral, and marketing campaigns need to integrate your logo for a cohesive brand identity. This also includes specific colors and typefaces.
A key factor in building the credibility of Stevenson School’s brand is the consistent and appropriate use of the logo. This publication is your guide to maintaining the integrity of Stevenson School’s brand identity.
WHEN IN DOUBT, ASK
These brand standards have been carefully designed by experienced professionals in marketing and communications in conjunction with Stevenson School’s representatives. Please use the templates in this guide for your letters and flyers. If you would like to use the Stevenson logo, please contact Julie Pitts and she will help to determine what format will work best for your purpose and then email it to you. If you need additional design help, please fill out the Project Request Form and submit it to the Communications Department. In any instances when the correct use of the logo is unclear or questionable, please contact the Communications Department:
Julie A. Pitts
Advancement Office, Director of Communications 3152 Forest Lake Road
Pebble Beach, CA 93953 831-625-8333
STEVENSON SCHOOL LOGOS
IDENTITY LOGO
The identity logo is to be used exclusively on school identity materials. This includes campus signage, letterhead, business cards, envelopes and folders.
PROMOTION LOGO
The promotion logo is to be used on all other materials, both printed and electronic. This includes brochures, flyers, ads, direct-mail pieces, booklets, newsletters, posters, postcards, online ads and websites.
APPROVED IDENTITY LOGO STYLES
FULL-COLOR IDENTITY LOGO
There are two versions of the full-color identity logo. The positive version is designed for use on a white background only. The reverse version is designed for use on a background of 100% Pantone 7495 only.
APPROVED PROMOTION LOGO STYLES
FULL-COLOR PROMOTION LOGO
The full-color promotion logo has been designed to work regardless of whether the background is white, a solid color or an image.
GRAYSCALE PROMOTION LOGO
The grayscale promotion logo has also been designed to work regardless of whether the background is white, a solid color or an image.
PROMOTION LOGO PROHIBITED REPRODUCTION
Do not distort or alter the logo (slant, stretch).
Do not change the color of the logo.
Do not alter the logo or add individual elements to it.
Do not crop out parts of the logo.
Carmel and Pebble Beach, California Do not add text closer than the x-height of the body of the logo.
Do not size the logo too small. The school name must always be legible.
COLORS
PMS 7495
Process Color: Web/Hex:
C50 M30 Y82 K15 #6B773D
PMS 8603
Process Color: Web/Hex:
C57 M51 Y53 K47 #2B2923
PMS 7535
Process Color: Web/Hex:
C0 M3 Y15 K20 #D3CAB7
SCHOOL IDENTITY COLORS
The Stevenson Green, Stevenson Gray and Stevenson Beige are the primary colors of the school identity and should be used as the foundation for all identity and collateral materials.
COLORS
PMS 653
Process Color: Web/Hex:
C80 M60 Y30 K0 #345273
ADDITIONAL COLORS
These additional colors have been selected to complement the school identity colors.
PMS 125
Process Color: Web/Hex:
C0 M15 Y75 K10 #E9C044
PMS 1605
Process Color: Web/Hex:
C20 M60 Y100 K5 #B06117
PMS 464
Process Color: Web/Hex:
DESIGN SAMPLE — BUSINESS LETTER [ MS Word Stationary: Stevenson_Letter_Template.doc ]
1" 1.5"
1"
[ Goudy Old St yle, 11pt, single line spacing ]
¶ ¶ ¶ ¶ ¶ ¶ ¶ ¶ ¶ ¶ ¶ ¶ ¶ ¶ [ Signature ]
DESIGN SAMPLE — FLYER [ MS Word Stationary: Stevenson_Flyer_Template.doc ]
[ Stevenson Green 100% — H:77 S:44 B:53 ]
.75"
1"
1"
[ Headline: Verdana, 36pt, All Caps, Centered, Gray 80% ]
[ Sub-head: Verdana, 18pt, Italic, Centered, Stevenson Green 100% ]
[ Body Copy: Verdana, 14pt, Left-Aligned, Gray 80% ] [ Emphasis 1: Verdana, 14pt, All Caps, Stevenson Green 100% ] [ Emphasis 2: Verdana, 14pt, Left-Aligned, Gray 80% ]
Project
Printing Specs
DESIGN REQUEST FORM
Quantity Paper
Flat Size Folded Size
Number of Pages Colors/Varnish
Binding Distribution
Special Instructions
Project Title Today’s Date Due Date
Department Budget
Requested By Phone Email
Collateral Media Services
(Please complete printing specs below.) ❐Event Ad ❐Design
❐Brochure ❐Class Schedule Ad ❐Copywriting
❐Flyer ❐On-Campus Newspaper Ad ❐Event Photography
❐Poster ❐Web Banner ❐Printing
❐Vinyl Banner ❐Web (Copy Change) ❐Mail House Services/Postage
❐Name Tags ❐Web (Image Change) ❐Other ______________
❐Buttons ❐Other ______________
❐Tickets
❐Other ______________
Please give a detailed description of the project. Submit any samples, images or copy with this form.
Please complete this section if you checked a box in the “COLLATERAL” column.
Please complete this form and return or fax it to the Communications Department. Someone will be in touch with you to help develop a solution for your project. 3152Forest Lake Road, Pebble Beach, CA 93953 | tel 831-625-8333 | fax 831-625-5208
