St. Mary’s Menston Branding Style Guide


Welcome to the St. Mary’s Menston Branding Style Guide. 

Here you will find everything you need to correctly use the St. Mary’s logo, colours and typefaces for any purpose (stationery, letters, booklets, publications, posters, online, exhibits, signs, t-shirts, videos etc.).

We aim for all school communication to adhere to this standard.

If you experience any problems or ever have any questions or suggestions relating to our Branding Style Guide, please contact one of the following: 

  • Anne Tindall           a.tindall@stmarysmenston.org
  • Duncan Baines       duncan@duncanbaines.com
  • Jackie Ash              j.ash@stmarysmenston.org

Contents and logos © St. Mary’s Menston 2017


Questions

Why does St. Mary’s need a Branding Style Guide?

St. Mary’s is proud of its status and reputation. Every year, tens of thousands of people see communication materials from St. Mary’s - correspondence, online, brochures, displays, posters, presentations, uniform, visits to the school environment and many other ways. Each and every one of these communication materials represents St. Mary’s. Our visual identity (brand) unifies our communications and helps them make a clear, consistent and strong overall impression of the school.

Many organisations appear to not understand how their visual identity works for them or, in many cases, against them. The branding affects not only outsiders’ views of an organisation but also insiders’. It can help the organisation establish a perception of itself as worthwhile, trustworthy, professional, inclusive, forward-thinking, up-to-date — alternatively, it can look fly-by-night, cheap, tasteless, ‘last-century’ or muddled.

Do other schools and organisations have Branding Style Guides?

Yes - and so do many businesses and organisations worldwide: technology, academia, commerce, health, science, entertainment, food and sport.

How do I keep up with changes to the Branding Style Guide?

Now the Branding Style Guide is online, the latest style guide will be available on this web page so if you visit stmarysmenston.org/branding-style-guide then you know it is the latest version.

How do I suggest a change to the Branding Style Guide?

If you can think of any ways to improve it – please let us know by contacting Anne Tindall, Duncan Baines or Jackie Ash. 


Our Crest

At the heart of our visual identity (branding) is our crest, created in 1964. It has been specially crafted to be unique to us.

 
O:\TEMPLATES\Design elements\St. Mary's Crest

Our Crest (variations)

We have several variations of our crest that are used at different times.

 
 

*Note background is clear not black on the file

St. Mary’s Crest (1 ink white) (EPS)
St. Mary’s Crest (1 ink white) (PNG)

 
 
 
O:\TEMPLATES\Design elements\St. Mary's Crest\Variations

Our Colours

Our purple and yellow colours are specific shades. 

Notice we also have a third school colour: a light shade of grey.

St. Mary's Menston Purple
PANTONE 2415 CVC
C51  M94  Y0  K0
R143  G54  B148
Hex: #8f3694

St. Mary's Menston Yellow
PANTONE Process Yellow CVC
C0  M0  Y100  K0
R255  G242  B0
Hex: #fff200

St. Mary's Menston Grey
PANTONE 427 CVC
C9  M7  Y7  K0
R227  G228  B229
Hex: #e3e4e5

Using these colours

Whilst the colour information in these guidelines might seem a bit complicated, all staff can use these exact colours in Word, Excel or PowerPoint by clicking on the little triangle near the font colour and then choosing More Colours and then Custom. Now type in the exact RGB values such as R=143 G=54 B=148 to get our school’s shade of purple.

There are also swatches for designers to use in Adobe software

In school

P:\Logos\St. Mary’s Colours Swatches
 

History: Our School Crest and school colours of Purple, Yellow and Grey have remained the same since the day the school opened in 1964.

 

Our Logotypes

We have several variations of our logotype that are used at different times. Staff should almost always be able to use a document template that already contains the correct logotype.

The crest and the logotype are not a single unit - they can be used separately.

 

St. Mary’s Logotype (thicker and black)

 

St. Mary’s Logotype (thicker and purple)

 

*Note background is clear not black on the file

St. Mary’s Logotype (thicker and white)

 

St. Mary’s Logotype (thinner and black)

 

St. Mary’s Logotype (thinner and purple)

 

*Note background is clear not black on the file

St. Mary’s Logotype (thinner and white)

In school

O:\TEMPLATES\Design elements\St. Mary’s Logotypes

Long logotype

When we changed our school name in March 2013, we brought this name change to the logotype. We try to use this newer logotype where possible, but it is not suitable for all applications (for example, when used at a small size).

 

St. Mary's LONG Logotype (thinner and black)

 

St. Mary's LONG Logotype (thinner and purple)

 

*Note background is clear not black on the file

St. Mary's LONG Logotype (thinner and white)

In school

O:\TEMPLATES\Design elements\St. Mary’s Logotypes\Long version

Our Typefaces

One of the key (probably the most important) factors in any branding is the use of typefaces (fonts). This is sometimes called the ‘house style’. Using a consistent family of typefaces visually reinforces the branding of our school.

The St. Mary’s branding comprises three different typefaces:

  1. Arial
  2. Avant Garde
  3. Century Gothic

Note: our website uses Proxima Nova.

Arial

Our ‘house style’ is Arial. It should be used as often as possible in body text (meaning almost every document apart from cover pages). We usually use Arial Regular 12pt on school documents, size 10pt if necessary.

Font available on:

  • All school computers
  • Any computer with Microsoft Office
  • iOS (iPad and iPhone)

Avant Garde

We also use the typeface Avant Garde on display titles, front covers for publications. It has been chosen for its modern, clean-cut and legible qualities. It is a geometric font (the letters look like shapes - eg the o, a, e). However, this typeface does not come with computers and therefore its use in school is restricted - so for front covers, in Powerpoints etc. we ask staff to use Century Gothic instead.

Font available on:

  • Restricted use in school
  • If you ever think you need use it, please contact us
  • Not on iOS (iPad and iPhone) 

Century Gothic

Seeing as ITC Avant Garde does not come with computers and therefore its use in school is restricted - we ask staff to use Century Gothic for their front covers, in PowerPoints. Century Gothic is quite similar to ITC Avant Garde so it is a good substitute.

Font available on:

  • All school computers
  • Any computer with Microsoft Office
  • iOS (iPad and iPhone)

Our Values

The St. Mary's Values were introduced in 2011. St. Mary's students, staff and governors reflected on the values which we feel are important to us as a school. The values are based on the Beatitudes. They are used widely across school and have been a great success.

Our Values (in one row of 8)  

Our Values (in one row of 8)

 

Faithfulness
“Blessed are the poor in spirit, for theirs is the kingdom of heaven”

Humility
“Blessed are the meek, for they shall inherit the earth”

Truth
“Blessed are those who hunger and thirst for righteousness, for they shall be satisfied”

Forgiveness
“Blessed are the merciful, for they shall obtain mercy”

Tolerance
“Blessed are the peacemakers, for they shall be called children of God”

Dignity
“Blessed are those who mourn, for they shall be comforted”

Service
“Blessed are those who are persecuted for righteousness' sake, for theirs is the kingdom of heaven”

Respect
“Blessed are the pure in heart, for they shall see God”

The accompanying photographs in the circles on the values are not fixed and can change – for example, in our Music display, the images inside the values are of music.

There are a variety of different image resources of 'Our Values':

Our Values (separate)

Our Values (separate)

 
Our Values (colour bars)

Our Values (colour bars)

 
Our Values (in one column of 8)

Our Values (in one column of 8)

 
Our Values in one row of 8 (with the Beatitudes no images)  

Our Values in one row of 8 (with the Beatitudes no images)

 

 
Our Values in two rows of 4 (with the Beatitudes)

Our Values in two rows of 4 (with the Beatitudes)

 
Our Values in two rows of 4 (without the Beatitudes)

Our Values in two rows of 4 (without the Beatitudes)

Our Values Colour Codes

 

01 Lime Green (Clitherow) #d0df52
02 Amber (Dickenson) #ffaa01
03 Mediterranean Blue (Fisher) #03c4ff
04 Pink (Gwyn) #eb008b
05 Tan (More) #ee8f4d
06 Coral Red (Postgate) #f83941
07 Liturgical Green  (Sherwin) #309901
08 Lavender (Wharton) #c97ffc

In school

O:\TEMPLATES\Design elements\Our Values


Our Straplines

We have three straplines:

 

By Working towards a World Class Catholic Education we mean that we want to be a school that is seen as outstanding by the criteria set by outside agencies, and also by criteria which are fundamental to our values and beliefs. We will not compromise these values which are rooted in our Catholic nature.

 

Our values guide us in the care we aim to give to every pupil to help them achieve to the best of their God given talents.

 

Leadership through Service has been one of our straplines since the 1990s. As Pope Francis said “God calls, and that's what we see in the vocation of the great leaders. In our tradition, a mission always starts with a calling.”

In school

O:\TEMPLATES\Design elements\Straplines

Christ at the Centre

Our 'With Christ at the Centre Spiral' graphic was created in 2015. The 50 characters represent the 50 years of our school's History.

 

In school

O:\TEMPLATES\Design elements\Christ at the Centre

Our 'Two Lines'

An important part of the St. Mary's branding is the two lines that you can see on the vast majority of our printed materials and digital communications.

The lines are usually in proportion (ie proportionally high, so not very thin or very fat)

Both lines are the same height.

The purple line is always on top.

Staff should almost always be able to use a document template that already contains the lines drawn in with the highest possible clarity.

 

Six Award Logos

We are proud of the various awards St. Mary’s has received and aim to include them on many of our communications.

We want staff to always use them in order, from the superior 'vector' format, and correctly spaced so please use the artwork provided. Staff should be able to use a document template that already contains the latest, correct award logos in the correct place.

These logos change relatively often, for example when we receive a new award.

Note they are not every award logo that school has been awarded (that would often be too many to fit pleasantly on a memo or cover). You can see a more comprehensive list of all the logos our school has on the Our Awards page

Feed-Forward-Cover-ATL-July-2016.jpg

In school

 
O:\TEMPLATES\Design elements\Six Award Logos

Document Templates

Templates are available for many of our communication materials. They are
specifically designed to enable consistent, time-efficient and economical production. You can be sure if you use these templates that they follow the St. Mary’s branding.

There are various Microsoft Word A4 templates such as Memorandum, Compliments slips, Purchase Order forms etc. They also have different levels of security eg protectively marked or not protectively marked.

In school

O:\TEMPLATES\

PowerPoint Templates

A PowerPoint template has been produced to ensure visual consistency and should be used for presentations (especially the title slide).

 

Note that a widescreen version of the template is also available (for use with the M1 projector).

Remember to only use images in presentations that are relevant and add value. Explore alternatives to using Clipart if possible.

In school

O:\TEMPLATES\PowerPoint
T:\TEMPLATES\PowerPoint with St. Mary’s identity

A4 Covers

 

The 120+ covers produced each year have proved very popular with staff - often replacing documents that previously did not have a cover at all.


Rules for Correct Use

Do not stretch or squish our crest, logotype (this also applies to the two lines):

Do not create the logo or write St. Mary’s on a cover or title in any font apart from Century Gothic, Arial or Avant Garde

Do not bind our crest with a frame (do not draw a box round it)

Do not change the orientation of the crest (eg rotate it 90 degrees)

Do not modify the proportions of the elements on our logotype (eg write Menston in an oversized way)

Do not modify the tint (ie print out very faint)

Do not apply ridiculous animated effects to our logo in a presentation eg a PowerPoint. If you are doing a Prezzi presentation, then do not use any of our school logos on it.

Do not use a crazy background colour

Do not place the logo on colours that are too similar to the logo (eg a purple or yellow background)

Do not bend or add perspective to the logo (this means do not make an image of it that is 3D)

Do not use our crest as a decorative bullet point

We sometimes DO use a different single colour eg on Creative faculty posters – but not for our main communications

 

We often DO combine our logotype with another word

 

Images should not cover over (even partially) the two lines

Unlike other organisations’ logos, we do not have minimum clearance areas around our crest and our logotype. You can place the logotype and crest as near as you want to other design elements.

Unlike other organisations logos, we do not have a minimum size our crest and logotype have to be printed at. Sometimes we use it at very small sizes. In the below example, it was printed out less than 5mm high:

 

The logo should always be reproduced from a digital master reference (ie not a photocopy of a printout or a scan). This is because the photocopies come out fainter and fuzzier and with inferior colour accuracy than printing from a computer file - if you print to the photocopier from computer the quality of output is far better than (yet costs same) doing a photocopy of a printout.