T A B L E O F C O N T E N T S

Transcription

1 CHADWICK DOLPHINS LOGO STYLE GUIDE

2 T A B L E O F C O N T E N T S 3 Letter From the Headmaster 4 Basic Guidelines For Use 5 Logo Anatomy 6 The Pacific Dolphin 7 Logo Color 8 Color Specifications 9 Typeface Specifications 11 Chadwick Dolphins Logo Family 12 Master Logo: Proportions 13 Master Logo: Safety Area 13 Master Logo: Minimum Size 14 Master Logo: On Solid Backgrounds 15 Master Logo: In Black-And-White 16 Alternate Logo: Chadwick Dolphins No Swoosh 16 Alternate Logo: Anatomy 17 Alternate Logo: Proportions 18 Alternate Logo: Safety Area 18 Alternate Logo: Minimum Size 19 Alternate Logo: On Solid Backgrounds 20 Alternate Logo: In Black-And-White 21 Alternate Logos: Chadwick Dolphins Logotype Only 21 Logotype Only: Anatomy 22 Logotype Only: Proportions 23 Logotype Only: Safety Area 23 Logotype Only: Minimum Size 24 Logotype Only: On Solid Backgrounds 25 Logotype Only: In Black-And-White 26 Logos for Web or Screen Applications 27 Signage 28 Merchandising Applications 29 Examples of Misuse 32 When to Use the Chadwick Dolphins Logo 33 Contacts

3 L E T T E R F R O M T H E H E A D M A S T E R The visual identity system for the Chadwick School Dolphins is outlined in this style guide. The team we assembled to design Chadwick School s visual identity listened to alumni, students, faculty, staff and trustees. They developed guidelines for incorporating our dolphins logo into Chadwick School communications. The program is based on our mascott, the Pacific White-Sided Dolphin. Over the years, the dolphin logo has taken many shapes and forms but this document provides a final logo and seeks to unify all athletic communications. The Minion Pro Regular typeface is used to tie the Chadwick Dolphins to the other two Chadwick logos. The purpose of this identity system is to provide a common foundation for all athletic Chadwick School communications. Ted Hill Headmaster, Chadwick School June, Chadwick School Chadwick Dolphins Style Guide 3

4 B A S I C G U I D E L I N E S F O R U S E When a Chadwick School athletic identity is required in sports applications such as athletic team uniforms, booster club merchandise, and sports events flyers the Chadwick Dolphins logo should be used. By adhering to this program, we will ensure that the Chadwick Dolphins logo retains its identity and integrity. This guide outlines how and when to use the logo and where it is appropriate. Also described are production specifications and font usage. This guide should be the starting point to every project using the Chadwick Dolphins logo. Please do not attempt to create art for the Chadwick Dolphins logo. Contact the Chadwick communications office for the appropriate artwork file. We thank you for adhering to these guidelines. Jennifer Sandidge Communications Office, Chadwick School 2007 Chadwick School Chadwick Dolphins Style Guide 4

5 L O G O A N A T O M Y The Master Chadwick Dolphins Logo includes three parts: the Logotype ( Chadwick Dolphins ), the Logomark (dolphin mascott), and the Accent (swoosh graphic). These elements should never be rearranged in any combination not allowed in this guide. Logotype Logomark Accent 2007 Chadwick School Chadwick Dolphins Style Guide 5

6 T H E PA C I F I C D O L P H I N The official mascott for Chadwick School is the Pacific White-Sided Dolphin (Lagenorhynchus obliquidens), which is often confused with the Common Bottlenose Dolphin (Tursiops truncatus). The most distinguishing physical characteristics of the Pacific White-Sided Dolphin are its two-tone stripes and a strongly curved dorsal fin which lies in the center of the back. The Pacific White-Sided Dolphin ranges throughout the temperate waters of the Pacific and is considered resident in Southern California waters. This contrasts with the range of the Common Bottlenose Dolphin, which occupies both the eastern and western US coastal waters. The Pacific White-Sided Dolphin is a powerful and playful swimmer. It is almost always seen in large groups of 50 or more members, and it is very common to find them riding the wake from the bow and stern of boats. Strong and agile in the water, they often leap and somersault above the surface, even belly-flopping. When swimming slowly, the dorsal fin proturdes above the surface, often causing them to resemble sharks. An adult Pacific White-Sided Dolphin is 7 to 8 feet in length and some 300 pounds. They inhabit the temperate waters of the Pacific ocean and can be found in North America from the Gulf of Alaska down to Baja California. There are a few geographic areas where they are considered resident since their numbers are so constant; Southern California being one of those areas. Photo Jamie Myers Numerous studies have been conducted on the cognitive abilities of Cetaceans, the dolphin order of mammals. Some scientists use a ratio of brain mass to body weight as a tool for determining cognitive ability among species, placing dolphins as the second-most intelligent behind humans and before apes.2 In studies aimed at measuring creativity, dolphins and humans performed with the same creative ability.4 Dolphins also exhibit complex play behavior as well as documented tool-using, an advanced trait often thought that only apes shared with humans.3 Another sign of superior intellect is the dolphins sophisticated use of acoustic signals (whistles and clicks) in a rich language biologists are only beginning to understand Deep thinkers. Guardian Unlimited (3 July 2003). Retrieved on Cultural transmission of tool use in bottlenose dolphins. Retrieved on Chadwick School Chadwick Dolphins Style Guide

7 L O G O C O L O R It is important that the colors of the Chadwick Dolphins logo always be the same. All colors use very specific color formulas to maintain a uniform visual identity. See the chart on the next page for specific color formulas according to the production method used. Chadwick Navy Blue Chadwick Gray Chadwick Navy Blue Chadwick Light Blue Chadwick Navy Blue 2007 Chadwick School Chadwick Dolphins Style Guide 7

8 C O L O R S P E C I F I C A T I O N S P r i m a r y C o l o r s The preferred process is to use either coated or uncoated Pantone (PMS) inks. However, this is not always an available option. For 4-color process printed pieces, the logo will appear in CMYK versions of the PMS colors. These percentages are approximate, depending on ink, paper and printing equipment. For screen applications, refer to RGB values also approximations depending on equipment used for viewing. COLOR COLOR SYSTEM Pantone Solid Coated Pantone Solid Uncoated CMYK (Print) Chadwick Navy Blue PMS 539 C PMS 539 U C = 100 M = 49 Y = 0 K = 70 Chadwick Light Blue PMS 292 C PMS 2915 U C = 49 M = 11 Y = 0 K = 0 Chadwick Gray PMS 431 C PMS 432 U C = 50 M = 40 Y = 30 K = 31 RGB (Screen) R= 0 G = 43 B = 84 R = 120 G = 189 B = 232 R = 103 G = 107 B = 119 The logo will usually be printed offset, but may also be reproduced using the colors above in the following methods. See the communications office at Chadwick School for any of these processes: Foil stamped Silk-screened Engraved Embossed Blind embossed Embroidered Etched 2007 Chadwick School Chadwick Dolphins Style Guide 8

9 T Y P E F A C E S P E C I F I C A T I O N S The Chadwick Dolphins logotype is set in the typefaces Minion Pro and Gill Sans Standard, preserving the feel of the school s logotype from the Chadwick School logo. The characters have been respaced to form a balanced logo. The logotype should never be retypeset or re-created. Original art or digital master art should always be used for any reproduction. P r i m a r y T y p e f a c e MINION PRO REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,.;?!@#$%^&*( )=+ This font is used only for the word Chadwick in the logotype. For any other text, names, numbers or body text accompanying the Chadwick Dolphins identity, use one of the Gill Sans family typefaces. GILL SANS STANDARD BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,.;?!@#$%^&*( )=+ This font can be used for any text but is suggested for use in headers Chadwick School Chadwick Dolphins Style Guide 9

10 T Y P E F A C E S P E C I F I C A T I O N S S e c o n d a r y T y p e f a c e s GILL SANS STANDARD REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,.;?!@#$%^&*( )=+ This font can be used for any text. GILL SANS STANDARD LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,.;?!@#$%^&*( )=+ This font can be used for any text but is suggested for body text Chadwick School Chadwick Dolphins Style Guide 10

11 C H A D W I C K D O L P H I N S L O G O F A M I L Y There are three logos in the Chadwick Dolphins logo family. Whenever possible, use the Master Logo. The Alternate Logo and the Logotype Only logos are only to be used when it is impossible to use the Master Logo. M A S T E R L O G O Master Logo S E C O N D A R Y L O G O S Alternate Logo Logotype Only 2007 Chadwick School Chadwick Dolphins Style Guide 11

12 M A S T E R L O G O : P R O P O R T I O N S The examples below show how the logo should be resized proportionally. When increased in size, the logo should never be stretched or compressed. The relationship of the logotype size to the logomark size should always remain the same if the Logomark gets 150% larger, then the Logotype and Accent must get 150% larger as well. 100% or minimum size 1 Logo Width 150% 1.5 Logo Width 200% 2 Logo Width 2007 Chadwick School Chadwick Dolphins Style Guide 12

13 M A S T E R L O G O : S A F E T Y A R E A No elements should lie within the safety area as shown below. The safety area is equal to 1/4 of the width of the logo. The safety area around the Chadwick Dolphins logo makes it stand apart from other visual elements such as text, headlines, photographs, or illustrations. Text should never be placed closer to the logomark than 1/4 width of the logomark. Maintain safety areas for top, bottom, and sides. Safety Area = 1/4 Width of Logo (0.25 for Master Logo at minimum size) M A S T E R L O G O : M I N I M U M S I Z E The width of the Chadwick Dolphins logo may never be less than 1. The logo may be scaled up to any size, within increments of 50%. For applications requiring very large sizes, please contact the Chadwick communications office Logo at 100% 2007 Chadwick School Chadwick Dolphins Style Guide 13

14 M A S T E R L O G O : O N S O L I D B A C K G R O U N D S When the logo must appear on a colored background, use this logo. The logo may only appear on colors shown below: black, Chadwick Navy Blue and Chadwick Grey. Do not create a white version of the logo. Logo on Chadwick Navy Blue Background Logo on Black Background Logo on Chadwick Gray Background 2007 Chadwick School Chadwick Dolphins Style Guide 14

15 M A S T E R L O G O : I N B L A C K - A N D - W H I T E When printing in black and white, all logo colors are changed to black. Black and white printing is the only time the logo may appear in alternate colors. Chadwick Dolphins Master Logo 200% 2007 Chadwick School Chadwick Dolphins Style Guide 15

16 A L T E R N A T E L O G O : C H A D W I C K D O L P H I N S N O S W O O S H For layout design purposes, when the original logo does not work well in a layout, two alternative Chadwick Dolphins logo can be used. The first of the two is the Chadwick Dolphins No Swoosh logo. In this guide, it will be referred to as the Alternate Logo. A L T E R N A T E L O G O : A N A T O M Y The Alternate Logo includes two parts: the Logomark and the accompanying Chadwick Dolphins Logotype. Logomark Logotype 2007 Chadwick School Chadwick Dolphins Style Guide 16

17 A L T E R N A T E L O G O : P R O P O R T I O N S The examples below show how the Alternate Logo should be resized proportionally. When increased in size, the Alternate logo should never be stretched or compressed. The relationship of the Logotype size to the Logomark size should always remain the same if the Logomark gets 150% larger, then the Logotype must get 150% larger as well. 100% 1 Logo Width 150% 1.5 Logo Width 200% 2 Logo Width 2007 Chadwick School Chadwick Dolphins Style Guide 17

18 A L T E R N A T E L O G O : S A F E T Y A R E A No elements should lie within the safety area as shown below. The safety area is equal to 1/4 of the width of the logo. The safety area around the Alternate Logo makes it stand apart from other visual elements such as text, headlines, photographs, or illustrations. Text should never be placed closer than 1/4 the width of the logo. Maintain safety areas for top, bottom, and sides. Safety Area = 1/4 Width of Logo (0.25 for Alternate Logo at 100%) A L T E R N A T E L O G O : M I N I M U M S I Z E The width of the Alternate Logo may never be less than 1. The Alternate Logo may be scaled up to any size, within increments of 50%. For applications requiring very large sizes, please contact Chadwick School communications office. 1 Alternate Logo at 100% or minimum size 2007 Chadwick School Chadwick Dolphins Style Guide 18

19 A L T E R N A T E L O G O : O N S O L I D B A C K G R O U N D S When the Alternate Logo must appear on a colored background, use this logo. The Alternate Logo may only appear on colors shown below: black, Chadwick Navy Blue and Chadwick Grey. Do not create a white version of the logo. Logo on Chadwick Navy Blue Background Logo on Black Background Logo on Chadwick Gray Background 2007 Chadwick School Chadwick Dolphins Style Guide 19

20 A L T E R N A T E L O G O : I N B L A C K - A N D - W H I T E When printing in black and white, the Alternate Logo colors are changed to black. Black and white printing is the only time the logo may appear in alternate colors. Alternate Logo 200% 2007 Chadwick School Chadwick Dolphins Style Guide 20

21 A L T E R N A T E L O G O S : C H A D W I C K D O L P H I N S L O G O T Y P E O N L Y For layout design purposes, when the original logo does not work well in a layout, two alternative Chadwick Dolphins logos can be used. The second of the two alternative logos is the Chadwick Dolphins Logotype Only logo. In this guide it will be referred to as the Logotype Only logo. L O G O T Y P E O N L Y : A N A T O M Y The Logotype Only logo consists of the Chadwick Dolphins logotype element of the Master Logo. Logotype 2007 Chadwick School Chadwick Dolphins Style Guide 21

22 L O G O T Y P E O N L Y : P R O P O R T I O N S The examples below show how the Logotype Only logo should be resized proportionally. When increased in size it should never be stretched or compressed. The relationship of all elements should always remain the same if Chadwick gets 150% larger, then Dolphins must get 150% larger as well. 100% Logo Width 150% Logo Width 200% 3.25 Logo Width 2007 Chadwick School Chadwick Dolphins Style Guide 22

23 L O G O T Y P E O N L Y : S A F E T Y A R E A No elements should lie within the safety area as shown below. The safety area is equal to the height of the D in Dolphins in the logo, or The safety area around the Chadwick Dolphins Logotype Only logo makes it stand apart from other visual elements such as text, headlines, photographs, or illustrations. Text should never be placed within the safety zone. Maintain safety areas for top, bottom, and sides. Safety Area = height of D in Dolphins (0.25 for Logotype Only logo at 100%) L O G O T Y P E O N L Y : M I N I M U M S I Z E The Logotype Only logo minimum size is determined by its width. The width of the logo may never be less than It may be scaled up to any size, within increments of 50%. For applications requiring very large sizes, please contact Chadwick School communications office Alternative Logo at 100% or minimum size 2007 Chadwick School Chadwick Dolphins Style Guide 23

24 L O G O T Y P E O N L Y : O N S O L I D B A C K G R O U N D S Whenever the Chadwick Dolphins Logotype Only logo is reversed out of a color, the safety area must be maintained. The logo may only appear on solid black, Chadwick Navy Blue and Chadwick Grey. Logo on Chadwick Navy Blue Background Logo on Black Background Logo on Chadwick Gray Background 2007 Chadwick School Chadwick Dolphins Style Guide 24

25 L O G O T Y P E O N L Y : I N B L A C K - A N D - W H I T E When printing in black and white, the logo colors change to black. Black and white printing is the only time the logo may appear in alternate colors. Logotype Only 200% 2007 Chadwick School Chadwick Dolphins Style Guide 25

26 L O G O S F O R W E B O R S C R E E N A P P L I C A T I O N S Simplified versions of the Chadwick Dolphins logos have been created for use on the web, in television broadcasts, in PowerPoint applications, and in special applications in which the logo needs to be very small (less than 1 ) such as in reproduction on a lapel pin. This screen version of the insignia should never be used in any print communications. M A S T E R L O G O 7/8 or Chadwick Dolphins Master Logo for Web 100% A L T E R N A T E L O G O S 7/8 or /4 or.75 The design of the Alternate Logos for Web are optimized for use at smaller sizes Chadwick School Chadwick Dolphins Style Guide 26

27 M E R C H A N D I S I N G A P P L I C A T I O N S When using the Chadwick Dolphins logo on various merchandise, follow all the guidelines as if the piece were paper except for the white color in the logo which should be silkscreened as white ink, not as a transparency. In merchandising applications, safety distances should be maintained from other graphics. For jersey or uniform artwork, you may seek approval from the communications office as guidelines may be adjusted, as seen on the next page. See Typefaces section to refer to all text used on merchandise and jerseys. 3 from crewneck 1 space 1 space 43 L AC RO S S E Dimensions and Spacing of Men s Lacrosse Jersey, Front M E R C H A N D I S I N G C O L O R O P T I O N S Merchandise materials may be produced in white, Chadwick Navy Blue and Heather Gray. Accent colors may include white, Chadwick Navy Blue, Heather Gray, and Chadwick Light Blue. Accent colors are any colors which are less than 50% of the total surface of the item, for example: sleeves or piping in contrasting colors, printed text, lining, etc. For any other color of merchandise not listed here, request authorization from Chawick School communications office Chadwick School Chadwick Dolphins Style Guide 27

28 S I G N A G E Refer to Chadwick Wayfinding and Signage Standards Manual. See Chadwick School communications office for this document and associated files Chadwick School Chadwick Dolphins Style Guide 28

29 E X A M P L E S O F M I S U S E In order to maintain consistency within the Chadwick Dolphins identity, restrictions are set for the logo. These restrictions apply to the Master Chadwick Dolphins logo and both the Alternate Chadwick logos. Do not change colors. Do not eliminate elements. Do not add colors. Do not alter size proportions between elements. Do not scale the logo disproportionately horizontal and vertical scales must be equal. Do not change font proportions or size Chadwick School Chadwick Dolphins Style Guide 29

30 E X A M P L E S O F M I S U S E C O N T D. Do not create a white version of the logo. Do not place the logo in a containing shape. Do not rearrange elements. Use the designated logo for colored backgrounds. Do not add embellishments to the logo. Do not make the logo transparent. Do not rotate the logo. Do not place a shadow behind the logo Chadwick School Chadwick Dolphins Style Guide 30

31 EXAMPLES OF MISUSE CONT D. CHAWDICK TEAM The Chadwick Parents Association is now accepting RSVPs online for the 2007 Spring Event fund-raiser, scheduled for Saturday, May 12, on the Chadwick campus. This year s event featuring the theme Chart a Course for Chadwick will Do not place elements within the safety zone. Do not place the logo on a busy background. Do not revise the reversed logo. Do not place a stroke on the logo Chadwick School Chadwick Dolphins Style Guide Do not crop the logo. 31

32 W H E N T O U S E T H E C H A D W I C K D O L P H I N S L O G O The Chadwick Dolphins logo should be used in athletics applicatons only. This identity system applies to uniforms as well as athletic team spirit apparel. Here are times when the logo should be used: Sports and Related Events For example: Gym Uniform T-shirts for Track Meet Workers Cheerleader Megaphone Football Game Announcement Sports / Duffel Bag Athletic Team Spirit Merchandise fleece blanket, bumper sticker, apparel Varsity Letter Certificate Game Schedule Flyer Marching Band Uniforms Basketball Jersey Examples of applications that may be confusing but where the Chadwick Dolphins logo should NOT be used: Non-Athletic Teams Science Fair team Recreational Non-Athletic Teams Ski club Summer Camp Items Baseball Hats for Grounds Workers T-Shirts for ECO-Club Honor Student Bumper Sticker 2007 Chadwick School Chadwick Dolphins Style Guide 32

33 C O N T A C T S Questions about use of the Chadwick Dolphins logo should be directed to: Jennifer Sandidge Communications Office Chadwick School S. Academy Drive Palos Verdes Peninsula, CA (310) , ext jennifer.sandidge@chadwickschool.org 2007 Chadwick School Chadwick Dolphins Style Guide 33

34 Designed and Produced by: 4201 Redwood Ave., Los Angeles, CA t: f: e: Legal Notice: Pantone identified color reproduction information has been provided for the guidance of the reader. Refer to current Pantone Color Publications for the correct color standard. Pantone is a registered trademark of Pantone, Inc.