senior capstone project style guidelines

The Brand1

ECC Style Guidev1. 04.23.2013

Escuela de Creativas Ciencias


Table of Contents

The ECC BrandBrand Position........................................................................................................................... Core Values............................................................................................................................... Brand Essence..........................................................................................................................

Language GuidelinesWords that Describe ECC..........................................................................................................Brand Qualities........................................................................................................................

Graphic & Visual LanguageCreative Strategy......................................................................................................................Color Palette............................................................................................................................Typeface................................................................................................................................... Fonts...........................................................................................................................Brand Iconography...................................................................................................................Classroom Iconography.............................................................................................................Classroom Signage...................................................................................................................

LogoLogo Size..................................................................................................................................Clear Space Requirements......................................................................................................... CollateralMarketing Collateral.................................................................................................................. Business Cards............................................................................................................. School Brochure...........................................................................................................ECC Collateral............................................................................... ............................................ Stationary & Letterhead................................................................................................. Envelope......................................................................................................................

Co-BrandingLogo Usage with Other Brands...................................................................................................Co-Branded Clear Space...........................................................................................................

Contacts...................................................................................................................................

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01 The ECC Brand

Brand Positioning

Escuela de Creativas Ciencias will promote, stimulate, and encourage students by providing a hands-on and interactive educational experience. At ECC, we strive to foster discovery type learning, by allowing students to interact with the physical world and their peers. By focusing on the creative sciences and technology, ECC will cultivate students who are independent, creative, and problem solvers, ready for the constant evolution of the globalization of the economy.

As science and technology take a larger presence in the global economy and as larger companies move offices to Costa Rica, it is pertinent that at ECC, we give students the necessary tools to excel in these intense labor and market demands. At ECC, we use a multiage educational system integrated with constructivist learning strategies to create a child-centric environment. These strategies provide children with multi-dimensional skills that prepare them to excel in future studies and well into adulthood.

Some things are easier to learn by doing than by seeing or listening. At ECC, we believe discovery is the key to learning. By moving and doing, learning can happen in a fun and active environment.

Children at ECC learn by exploring the world that surrounds them. This sense of exploration is reinforced by fun, interactive elements within the school.

The static, rows of desks facing forward classroom is a thing of the past. ECC’s classrooms are dynamic, reconfiguring and changing to fit the needs of the curriculum. Circulation outside the classroom is not simply a space for walking from here to there, but a space to learn, reinforcing ideas taught in the classroom.

Core Values

Discovery

Exploration

Interaction

The ECC Brand02

Brand Essence

ECC is inspirational.

ECC’s vision is to create a positive learning environment that promotes and encourages students to want to learn. Learning will be experiential. Learning will be fun. Learning will foster discovery. Learning will be exciting.

ECC fosters life-long learning.

At ECC, it’s more than just passing a standardized test. It’s more than just moving onto the next grade cycle. It’s about wanting to learn and cultivating that desire. Children who have fun while learning don’t think of learning as a chore or a bore, but as a fun experience.

Language Guidelines03

Language Guidelines

Fun, exciting, encouraging, stimulating, interactive, discovery, exploration, colorful, cultural, inviting, happy, ¡pura vida!, educational, changing, movement, active, sustainable, learning, hands on, developing, science, technology, engineering, energetic

To help ensure the communication is true to the brand the following guidelines should be used. These words help to understand the essence of the brand and determine if a statement accurately reflects ECC, everything it stands for, including the personality, the look, and the voice. When evaluating a headline, body copy, a tagline, a photograph, or a promotional theme, the first set of words should apply. Equally important, the second set of words should not.

ECC is...

DiscoveryExplorationInteractionDynamicEvolvingConstructivistMulti-ageHands-onExperientialCollaborative

ECC is not...

Concealment Textbook-only learningDisconnectionStatic or boringConstancyTeacher-centeredTraditional, 1-grade classroomsPassive or InactiveSpeculative, HypotheticalWork singularly

Words that Describe ECC

Brand Qualities

04 Graphic & Visual Language

Graphic & Visual Language

Creative Strategy

Color Palette

Some things are easier to learn by doing than by seeing or listening. At ECC, we believe discovery is the key to learning. Students explore the world around them, interacting with it and their peers, allowing meaning and theory to come naturally. Moving and doing create learning in a fun and active environment.

The ECC brand has a primary color palette and a secondary color palette. Palette B is used as an auxiliary palette, helpful in balancing the saturated colors in Palette A.

PMS: 1585 C

CMYK: 0 72 98 0

RGB: 255 108 12

PALETTE BPALETTE A

PMS: Cool Gray 6 C

CMYK: 35 29 28 0

RGB: 169 168 169

PMS: Cool Gray 9 C

CMYK: 55 47 44 10

RGB: 119 119 122

PMS: 7648 C

CMYK: 36 100 34 8

RGB: 158 28 100

PMS: 637 C

CMYK: 61 2 8 0

RGB: 78 193 224

PMS: 3268 C

CMYK: 90 3 58 0

RGB: 0 169 143

PMS: 803 C

CMYK: 0 5 97 0

RGB: 255 233 0


Typeface

Fonts

Primary Typeface

Secondary Typeface

Helvetica Neue LT Std, 67 Medium Condensed

Helvetica Neue LT Std, 47 Light Condensed

Primary Typeface

Secondary Typeface

The two key typefaces of the ECC brand are Helvetica Neue LT Std, 67 Medium Condensed and Helvetica Neue LT Std, 47 Light Condensed. Helvetica Neue LT Std is clear and readable in any media application. The typeface is contemporary yet classic. A tertiary typeface, Strawberry Limeade, can be used for accent information.

For information about where to obtain fonts, please contact [email protected]

The primary typeface is Helvetica Neue LT Std, 67 Medium Condensed. Helvetica Neue LT Std is mandatory on all headlines, titles, and captions.

Sentence case is the recommended format for this typeface.

The primary typeface is Helvetica Neue LT Std, 47 Light Condensed. Use Helvetica Neue LT Std, 47 Light Condensed for all body copy and legal copy.

Sentence case is the recommended format for this typeface. Left justified is the recommended body copy format.

Legal copy (such as a disclaimer) must not be less than 6pt. for print and must not be less than 8pt. for digital applications.


Typeface

Tertiary Typeface

All Typefaces

strawberry limeadeTertiary Typeface

The tertiary typeface is Strawberry Limeade. Strawberry Limeade is a quirky, fun typeface that should be used in phrases with emphasis, quotes, and accent words. This font should only be used in phrases under 10 words.

Lowercase is the recommended format for this typeface.

For information about where to obtain fonts, please contact [email protected]

Helvetica Neue LT Std, 67 Medium Condensed

Helvetica Neue LT Std, 47 Light Condensed

Primary Typeface

Secondary Typeface


Brand Iconography

Iconography for ECC can be used on top of photographs or as a stand-alone icon. The tangram icon is derived from the ECC logo and it possesses the essence of ECC. The icon may be recolored in any combination from the color palette or white, if needed for clarity on a color photograph. Never use more than one icon per communication piece.

Please contact [email protected] to obtain these icons.

The Tangram

tortugatortuga


Classroom Iconography

Each classroom at ECC has its own icon. The icons, representing the lifecycle of a butterfl y, help to reinforce the notion of change and growth in ECC and the educational process. These icons are to be used solely within the walls of ECC, on signage, wayfi nding, or other appropriate locations. Icons may be recolored in any combination from the color palette or white, if needed for clarity.

Please contact [email protected] to obtain these icons.

Oruga / Caterpillar

Crisálida / Pupa

Mariposa / Butterfl y


Classroom Signage

1

1 2&

OrugaOg

2

3 4&

CrisálidaCr

3

5 6&

MariposaMp

10 Logo

Logo

The ECC logo consists of two components: a symbol and the word mark. The size and positioning relationships between these components must not change. The logo may also appear knocked out of an image or texture so long as the logo maintains its legibility. In instances where prevalent brand awareness exists, the symbol can be used without the wordmark. Be sure to use the approved artwork fi le rather than re-creating the ECC logo.

Please contact [email protected] to obtain the artwork fi les.







Logo11

Logo

Logo Size





In order to maintain integrity and legibility of the logo in all applications, the logo requires minimum size requirements. In order to maintain legibility of the word mark, a minimum width requirement is 1.5”. In instances where prevalent brand awareness exists and the symbol can be used without the wordmark, the minimum width requirement is 1”

1.5” 1.0”

12 Logo

X

1/4 X

1/4 X 1/4 X

1/4 XEscuela de Creativas Ciencias


Clear Space Requirements

It is imperative that the ECC logo stands out wherever it appears. To ensure this, a clear space must be maintained around the logo. Additional clear space is always acceptable. Also remember to leave this distance between the logo and the edge of the page.

X

1/4 X

1/4 X 1/4 X

1/4 X



Logo

13 Marketing Collateral

Marketing Collateral

Marketing materials extend the brand of ECC beyond the classroom walls. These marketing materials consist of advertisements, direct-mail pieces, business cards, consumer brochures, web sites, and other collateral that increases marketability of ECC. Everything is designed to work in harmony with the environmental design of the school and tied together with ECC colors, typefaces, and graphic elements.

For information about where to obtain templates, please contact [email protected]

ESCUELA DE CREATIVAS CIENCIASESCUELA DE CREATIVAS CIENCIAS

ESCUELA DE CREATIVAS CIENCIAS

Business Cards

Front of business cards in

various branding colors.

Back of business card.

Victor Rodríguez1/2 Maestro

Sede Heredia100 m. Oeste del Hipermás t: (506) 2562 7333e: vrodrí[email protected]



ESCUELA DE CREATIVAS CIENCIAS

14 Marketing Collateral

Typical School Brochure



Escuela de Creative Ciencias(506) 2562 7333 [email protected] www.ecc.ac.cr

Sede Heredia: 100 m. Oeste del HipermásEscuela de Creative Ciencias(506) 2562 7333 [email protected] www.ecc.ac.cr

Sede Heredia: 100 m. Oeste del Hipermás



15 ECC Collateral

ECC Collateral Examples

ECC Collateral helps to reinforce the ECC brand. These materials consist of stationary, letterhead, standard mailing envelopes, and in-school signage. Everything is designed to work in harmony with the environmental design of the school and tied together with ECC colors, typefaces and graphic elements.

For information about where to obtain templates, please contact [email protected]

Stationary & Letterhead





March 15, 2013

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Stationary and letterhead are used for offi cial correspondence from ECC administration and faculty. There are two types of such correspondence. The fi rst is to be used externally, between ECC administration or faculty and the community. The second is to be used internally, between ECC administration and ECC faculty.

External Stationary

ECC Collateral16



March 15, 2013

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Internal Stationary



Sede Heredia: 100 m. Oeste del HipermásSan José, Costa Rica

Standard Envelope for mailing

Co-Branding17

Co-Branding

Often, ECC will work with another company on an interactive exhibit, raising awareness of both brands, while also sharing the involved cost. Co-promoting and Joint Ventures require pre-approval from the ECC Brand Manager

For additional information regarding co-branding and the approval process, please contact [email protected]

Logo Usage with Other Brands

In order to graphically express the relationship between the ECC brand and a partnerbrand, a co-branding standard has been established. As a general rule, if the partnershipis 50/50, the ECC brand and the co-brand will be of equivalent size.

Vertical Display Horizontal Display





18 Co-Branding

Vertical Display

Horizontal Display

Co-Branding

Co-Branded Clear Space

Enough distance is required to clearly show that both partnership companies are separate entities.The minimum space between the two company brands is defi ned by the clear space rules for each brand.

X

1/4 X

1/4 X 1/4 X

1/4 X



X

1/2 X

1/2 X

1/4 X1/4 X

1/4 X

1/4 X

X



X

1/2 X

1/2 X

19 Contacts

Contacts

Contact Sheet

For information about where to obtain templates, artwork files, icons, and fonts please contact [email protected]

For other brand specific inquiries about ECC, please contact [email protected]

For administrative questions, please contact [email protected]

senior capstone project style guidelines

Documents

creativas cienciasescuela

space requirements

clear space

collateralmarketing

brand1ecc style guidev1

core values

brand essence

business cards