KWS Brand Standards Guide

Brand Standards Guide2009-2010 edition

brand

B

RA

ND

STA

ND

AR

DS

GU

IDE

K

IMB

ER

TO

N W

AL

DO

RF

SC

HO

OL

3

Brand Position

To parents concerned about the current direction of elementary

and secondary education, Kimberton Waldorf School is the more

thoughtful alternative that will give your child the practical tools they

need to succeed in college, in addition to a capacity and love of

learning that will last their lifetime.

Brand Character

• Dynamic • Nurturing

• Creative • Responsible

Brand Statement

At Kimberton Waldorf School your child will learn more than just the

basic reading, writing and math skills that they can learn at other

quality schools. At KWS we teach children to be curious. To think.

To address problems with creativity and energy. Ultimately, we

teach them to learn.

It is an education that will be evident beyond the tests they take.

It will be evident in everything they do in life.

Single-Minded Proposition

Kimberton Waldorf School is the antidote to a fact-based, test-

validated, but ultimately empty mainstream educational experience.

B

RA

ND

STA

ND

AR

DS

GU

IDE

K

IMB

ER

TO

N W

AL

DO

RF

SC

HO

OL

4

KWS Message Model

A Real-LifeEducation

• Waldorf education is based on a

process of discovery

• Waldorf education is tailored to a child’s

developmental cycle so that the right

stimulus is delivered at the right time

• KWS maintains a rigorous and comprehensive curriculum

that prepares children for advanced schooling

• KWS doesn’t “teach to the test” – Academic concepts

are related in a context that enables students to learn and

absorb rather than memorize

• KWS places students in some of the most respected

universities in the country

• Waldorf education teaches core

subjects through an art based approach

which brings academic material to life

• Creative problem solving and the critical

thinking it engenders are the very core

of the Waldorf philosophy

• The Waldorf approach is about how

a child is taught, not what a child

is taught

Cur

iosi

ty Creativity

Academics

B

RA

ND

STA

ND

AR

DS

GU

IDE

K

IMB

ER

TO

N W

AL

DO

RF

SC

HO

OL

5

logo

B

RA

ND

STA

ND

AR

DS

GU

IDE

K

IMB

ER

TO

N W

AL

DO

RF

SC

HO

OL

6

KWS Logo

The KWS logo is a specially designed and distinctive

graphic image. It should be used in all web and print

applications.

The logo is comprised of three elements:

• The logotype design: “KIMBERTON WALDORF

SCHOOL”

• The horizontal rule

• The tagline: “THE ART OF ACADEMICS”

These logo elements should never be applied separately

or rearranged. Never alter the provided electronic format.

Never use the arc component of the “K” as a stand-alone

symbol.

KWS in Text

In text, Kimberton Waldorf School should appear in initial

caps – with a capital K, W and S.

B

RA

ND

STA

ND

AR

DS

GU

IDE

K

IMB

ER

TO

N W

AL

DO

RF

SC

HO

OL

7

Color Palette

Color is an important, impactful means of visual identification. The brand colors of KWS are Lemongrass and Porcini. Consistent use

of these colors will build recognition of KWS, it’s brand and personality.

PMS PMS CMYK RGB HEX COATED UNCOATED (4-Color) (3-Color) (Web Safe)

LEMONGRASS 390 C 381 U 22C/0M/100Y/8K 186R/205G/50B #948671

PORCINI 7531 C 7504 U 0C/10M/27Y/50K 148R/134G/113B #BACD32

PMS = PANTONE® Matching System

Note: Coated/Uncoated inks should be used with their respective Coated/Uncoated papers.

B

RA

ND

STA

ND

AR

DS

GU

IDE

K

IMB

ER

TO

N W

AL

DO

RF

SC

HO

OL

8

Reversed-out Logo

The white (reversed-out) version of the KWS logo is

permitted if the layout or color palette does not allow for

the primary logo usage.

The logo may also be reversed out of black at no less

than 50% opacity.

One-color Logo

The black version of the KWS logo is permitted

if the color palette does not allow for the primary

logo usage.

B

RA

ND

STA

ND

AR

DS

GU

IDE

K

IMB

ER

TO

N W

AL

DO

RF

SC

HO

OL

9

Size Requirements

The absolute minimum width of the logo, as shown to

the right, is 1.5 inches (200 pixels for website usage).

Reproducing the logo at sizes smaller than this will

jeopardize readability.

The preferred size for the majority of KWS marketing

materials is 2.5 inches (300 pixels for website usage).

Minimum size requirements

Preferred size

1.5 inches (200 pixels)

2 inches (300 pixels)

B

RA

ND

STA

ND

AR

DS

GU

IDE

K

IMB

ER

TO

N W

AL

DO

RF

SC

HO

OL

10

Area of Isolation

A minimum amount of clear space should always be

maintained around the KWS signature to ensure

optimum legibility and give it room to “breathe.”

The area of isolation is based on the height of the large

letter form “K” in the logotype. In the example to the left,

the height of the “K” is designated as a variable (x) and

will change depending on logo size.

x

x

x

x

x

B

RA

ND

STA

ND

AR

DS

GU

IDE

K

IMB

ER

TO

N W

AL

DO

RF

SC

HO

OL

11

Incorrect Usage

The integrity of the KWS logo is important. The visual examples on this page demonstrate incorrect usage. Any modification of the

logo confuses its meaning and diminishes its visual impact.

Do not change the colors. Do not add effects to the logo.Do not scale disproportionately or distort the logo.

Do not add effects to the logo.

Do not link words to the logo.

SELECT

Do not place the logo on a busy background.

Do not place the logo in a box.

B

RA

ND

STA

ND

AR

DS

GU

IDE

K

IMB

ER

TO

N W

AL

DO

RF

SC

HO

OL

12

Logo usage requirements

A. The KWS logo must be used against a solid color or neutral

background. Avoid using the logo on a photographic

background, an overly complex background texture or a colored

background that provides inadequate contrast.

B. Type, imagery or other graphic elements may not overlap or

interfere with the KWS logo in any way.

C. The KWS logo must be used as flat artwork only. No animating,

morphing, three-dimensional effects or other manipulation of the

logo is permitted without approval. Do not alter, modify, recreate

or scan KWS artwork. Always use original camera-ready or

electronic artwork as it is provided.

D. The KWS logo should always be reproduced in full color or in

black-and-white. Color integrity in reproduction is important.

Always match color swatches when printing or reproducing the

logo.

Legal requirements

All originally created materials containing the KWS logo or name must be

submitted for approval. For approval procedures, please contact:

Kimberton Waldorf School

410 West Seven Stars Road

Kimberton, PA 19442

610.933.3635

B

RA

ND

STA

ND

AR

DS

GU

IDE

K

IMB

ER

TO

N W

AL

DO

RF

SC

HO

OL

13

type

B

RA

ND

STA

ND

AR

DS

GU

IDE

K

IMB

ER

TO

N W

AL

DO

RF

SC

HO

OL

14

Typography

Helvetica Neue is the KWS font for all print and

promotional applications. Although the font comes in a

wide variety of weights (Light, Roman, Medium, Bold,

Heavy, Black, etc) there are specific guidelines, which are

detailed at right.

Copy should always appear in sentence case.

Never use all caps or all lower case.

Helvetica Neue Condensed may be used for legal text

only when space is limited.

Office desktop applications

Please use Arial as the standard font (which is similar to

Helvetica Neue), for all day-to-day documents and letter

correspondence. This includes general office desktop

applications, including PowerPoint® and Microsoft Word.

The use of Arial, both internally and externally, allows

users to share documents without any conflicts or loss of

quality.

Helvetica Neue Bold

Headline StyleHelvetica Neue Regular

Body copy style should be indicated type style and 40-50% smaller in size than the headline.

Helvetica Neue Bold

Emphasized type should be the same size and as body copy but in the indicated type style. For example, phone number, url, important dates, etc.

B

RA

ND

STA

ND

AR

DS

GU

IDE

K

IMB

ER

TO

N W

AL

DO

RF

SC

HO

OL

15

Language

It’s not just what you say. It’s how you say it.

KWS language is inspirational, confident and written in

active voice. Everything worth saying should be conveyed

concisely, and absolutely everything should be easy to

understand.

Headlines

Headlines are confident, direct and disruptive. They

decisively challenge outmoded points of view, but always

do so in a positive and uplifting manner. They always

reflect the KWS brand attributes.

Primary Headlines

Primary headlines are intended precisely for Kimberton

Waldorf School’s brochure, website and advertising.

They are structured so that the last word may be treated

as a transparent colored graphic.

Sample Primary Headlines

The future needs heroic thinkers

Music, art and movement are the basics

Feel with your brain, think with your soul

B

RA

ND

STA

ND

AR

DS

GU

IDE

K

IMB

ER

TO

N W

AL

DO

RF

SC

HO

OL

16

Sample Secondary Headlines

Sample Alternate Headlines

Rethinking thinking

Inspiration outshines memorization

If you want your child to love reading, not just learn it, come here

If you want your child to deepen wisdom, not just download it, come here

Secondary Headlines

Secondary headlines carry the same tone as primary

headlines, but they do so with greater brevity, and they

are not intended to be treated as a graphic. These are

used to introduce subsequent texts within the brochure,

website or other materials.

Alternate Headlines

Alternate headlines are written specifically for direct

marketing purposes. They share the same tone of voice

as primary headlines, but they include the call to action

“come here.” They are structured specifically so that

“here” may be used as a transparent, colored graphic.

B

RA

ND

STA

ND

AR

DS

GU

IDE

K

IMB

ER

TO

N W

AL

DO

RF

SC

HO

OL

17

design

B

RA

ND

STA

ND

AR

DS

GU

IDE

K

IMB

ER

TO

N W

AL

DO

RF

SC

HO

OL

18

Graphic elements

In addition to the logo, KWS has a range of support graphics

that help tie together the look and feel of our materials.

These include:

• The “Welcome to the new smart” key proposition headline

• Photography

• Bold type treatments

• Headlines integrated with photographic elements

These graphic elements give us the flexibility to tailor the design

and content of our messages to their intended audience.

B

RA

ND

STA

ND

AR

DS

GU

IDE

K

IMB

ER

TO

N W

AL

DO

RF

SC

HO

OL

19

Main version

Alternate version

Sample Usage: Brochure cover, Business Card front, Postcard back

Key Proposition

“Welcome to the new smart” is Kimberton Waldorf

School’s key proposition.

As with all KWS headlines, it is disruptive, yet positive.

It is carefully worded to deliver Kimberton’s brand

promise compellingly and persuasively. However, it

has specific uses, whether as a text element or as a

graphic element.

Use in text

In text, “welcome to the new smart” or its abridged

form, “the new smart,” are best used to introduce or

summarize concisely stated examples of Kimberton’s

points of distinction. The word “smart” should be used

entirely in lower case. This differs from its use as a

graphic, wherein only the “A” “R” and “T” in “smart” are

capitalized to amplify its impact. Even then, the height

of the capital letters never exceeds the height of the

lowercase letters.

B

RA

ND

STA

ND

AR

DS

GU

IDE

K

IMB

ER

TO

N W

AL

DO

RF

SC

HO

OL

20

Sample photography

Photography

KWS imagery captures the depth and radiance of its

students and its methodology. Students should be

portrayed as genuine and authentic, never as models.

Imagery should always follow the tone and manner of

provided photography.

Please select photos based on the KWS Brand

Character attributes:

• Dynamic • Nurturing

• Creative • Responsible

B

RA

ND

STA

ND

AR

DS

GU

IDE

K

IMB

ER

TO

N W

AL

DO

RF

SC

HO

OL

21

Sample photography

B

RA

ND

STA

ND

AR

DS

GU

IDE

K

IMB

ER

TO

N W

AL

DO

RF

SC

HO

OL

22

Visual headline treatments

Visual headline treatments always culminate with one word that is treated as a transparent colored graphic. These headlines are written to

conform to one of two styles: Primary Headlines, which are for Kimberton’s brochure, website and advertising; and Alternate Headlines, which

are for direct marketing materials. Visual headlines never use ending punctuation.

Alternate Headline Usage

Headline:

• Right-aligned text

should touch edge

of the image but

not overlap it

• 75% opacity of

“Porcini” color

Background:

• 100% opacity of

KWS “Porcini”

background color

“here”:

• Align with baseline of headline text

• Create by setting type, making an outline of

the text, then masking a color version of the

background image using the type outline

• Adjustments may be needed to the color

image layer, such as adding blur, enhancing

hue/saturation levels, and duplicating layers

with different opacity settings (multiply,

overlay, screen) to achieved desired effect

Photograph:

• Begin with a desaturated

(grayscale) image in an RGB

color workspace

• Place a layer of KWS “Porcini”

color over the image, set to

overlay at 50% opacity

B

RA

ND

STA

ND

AR

DS

GU

IDE

K

IMB

ER

TO

N W

AL

DO

RF

SC

HO

OL

23

Primary Headline Usage

Headline:

• Right-aligned text

should touch edge

of the image but

not overlap it

• 25% opacity of

“Porcini” color

Background:

• White

emphasized word:

• Align with baseline of headline text

• Create by setting type, making an outline of

the text, then masking a color version of the

background image using the type outline

• Adjustments may be needed to the color

image layer, such as adding blur, enhancing

hue/saturation levels, and duplicating layers

with different opacity settings (multiply,

overlay, screen) to achieved desired effect

Photograph:

• Begin with a desaturated

(grayscale) image in an RGB

color workspace

• Place a layer of KWS “Porcini”

color over the image, set to

overlay at 50% opacity

B

RA

ND

STA

ND

AR

DS

GU

IDE

K

IMB

ER

TO

N W

AL

DO

RF

SC

HO

OL

24

Additional Visual Style Samples

Postcard front and back

B

RA

ND

STA

ND

AR

DS

GU

IDE

K

IMB

ER

TO

N W

AL

DO

RF

SC

HO

OL

25

Brochure spreads

T H E A R T O F A C A D E M I C S

410 West Seven Stars Road | PO Box 350 | Kimberton, PA 19442

610.933.3635 kimberton.org