style guide - amazon s3€¦ · mathnasium typefaces there are a total of five font families that...

Style Guide

An Introduction to Mathnasium .................................... 1

Mathnasium Style .......................................................... 2

Copywriting Style .......................................................... 4

Mathnasium Logo .......................................................... 5

Mathnasium Tagline ...................................................... 6

Mathnasium Colors ....................................................... 7

Mathnasium Typefaces .................................................. 8

Graphic Elements

Handwritten Elements ........................................14

A+ .......................................................................15

Bursts ..................................................................16

Color Bars ...........................................................17

Color Blocks and Fills .........................................18

Accent Colors .....................................................19

Numbers and Words ......................................... 20

Illustrations .........................................................21

Photography ...................................................... 22

Space ................................................................. 23

Elements Positioning ..........................................24

Frames ............................................................... 25

Mathematical Symbols .......................................26

Graph Paper .......................................................27

Red and Black Objects .......................................28

An Introduction to Mathnasium

At Mathnasium we end the frustration and humiliation children feel about math.

We help kids who are behind catch up. We help kids who are already caught up, get ahead. We help kids who are ahead, stay ahead.

Better grades. Boosted confidence. Entry to colleges that year after year demand higher math scores—even for “non-scientific” courses of study. For us, providing these advantages is just the beginning.

By teaching kids math in a way that makes sense to them, we are able to provide kids with a profound advantage: higher order thinking skills, which open them up to a world of opportunity. The sky’s the limit.

Our goal is to impart this gift to as many children as possible, as deeply as possible. Stated simply: we need to attract as many students as possible and keep those students as long as possible.

The degree of our success will be proportionate to our contribution, but the attitudes of our customers are also shaped by how we present ourselves to them. Sometimes our messages are written or spoken. Sometimes they are neither—attitudes are shaped by how we act. More than we can imagine—and especially when customers don’t know us well—attitudes are shaped by physical elements: our place; our possessions; our clothes. These are symbols of who we are. Customers make snap judgments. They also judge us over time based on the patterns they observe.

Mathnasium Style

For us, style doesn’t mean being “stylistic.” It means shaping attitudes by telling the whole truth about ourselves in everything we do.

Our truth is that what we do is important. We have an advanced, highly systematized approach to teaching. We are organized and consistent in its implementation. That approach is to teach children math the way that makes sense to them. We incorporate the best education traditions and get results, but we are also innovative and sensitive to the needs of children.

Here is a very short list of examples of how we translate these facts and values into messages through stylistic choices and elements:

What we do is important.•Thedesignofourcentersandofficesisboldandprofessionallooking.•WedressfortheoccasionbywearingMathnasiumclothing.

We have an advanced, highly systematized approach to teaching. We are organized and consistent in its implementation.

•ThecolorsandelementsthroughouttheMathnasiumenvironment,frommarketing collateral to furniture to uniforms, are carefully planned and chosen by our designers.

•Wearecarefultoconsistentlyapplythosecolorsandelementseverywhere.

We teach children math the way that makes sense to them.•Colorsandelementsarearrangedinwaysthatareorderly,uncluttered,

limited, and economical.

•Weusegeometricframes,closeups,underlining,andcirclesaroundimages to distinguish what is more important from what is less important.

•Photographsreflectclarityand/orsimplicity.Wechooseeitherveryhighorvery low resolution photographs.

•Writtendocumentsreflecteconomicaluseoflanguage(“fewerwords”)inclear, easy-to-read fonts.

We incorporate the best education traditions.•Weuseblackandred—long-timecolorsofeducation.•Weincorporateteacher“scripted”writing.•Weusecommonshapeslikesquaresandrectangles.

Mathnasium Style, continued...

We are innovative.•Weavoidtheordinary.Wedistinguishourselvesfromtypicaleducation(orevenlearningcenter)environments.

•Weoftenusesplashesofyellowtomakeourpresentationlively.

We get results.•TheA+symbolinourlogoselectivelyinformsotherelementsincludingwall

decorations and print materials.

•Weshowimagesofkidswhoareproductiveandhappy.

We are sensitive to the needs of children.•Weusedoodleart.Fun!

•Wechooseelementsthatcatertokids’sensibilities.Ourlearningcentersarecool and impressive. This communicates that kids are important and that the work we do is important.

Copywriting Style

Words can be even more evocative than images. That’s why we make separate mention of Copywriting Style.

The Mathnasium Style of Writing applies to all written communications. Think ad copy to email—and everything in between.

What we write should be:

•Logicalandsimplystated

•Honest

•Confidentandauthoritative

•Sincereandcaring

Mathnasium Logo

The Mathnasium logo clearly defines Mathnasium because it pairs the name “Mathnasium” with the words “The Math Learning Center.” The words “The Math Learning Center” are a part of the logo. The logo should not appear without them except in approved situations. The Mathnasium logo must be used on all marketing materials. It may be displayed in four ways, as shown below:

Option one: the Mathnasium logo, black with red, on a white background.

Option two: the Mathnasium logo, white with red, on a black background.

Option three: the Mathnasium logo, black with gray, on a white background.

Option four: the Mathnasium logo, white with gray, on a black background.

Mathnasium Tagline

The Mathnasium tagline describes Mathnasium’s mission in a simple and direct way that resonates with parents and differentiates us from the competition. It can appear on either a white or black background and should be displayed in either of the ways shown below:

We Make Math Make Sense.

We Make Math Make Sense.

Mathnasium Colors

TheMathnasiumcolorsreflectthecolorsusedinthelogo,LearningCenterdécor, the uniform, and both printed and online marketing materials.

The Mathnasium Color Relationships

The primary colors in the Mathnasium palette are red and black, and are used in the greatest quantities. The secondary colors are gray, yellow, and dark red, and are used only as accent colors. Below is the hierarchy and percentages of colors that should be used in relation to each other, including white as a background color.

PMS: Red 032

CMYK: 0,91,87,0

RGB: 244, 41, 65

Hex: f42941

PMS: Process Black

CMYK: 0,0,0,100

RGB: 0, 0, 0

Hex: 000000

PMS: Grey 423

CMYK: 45,37,36,2

RGB: 147, 148, 149

Hex: 939495

PMS: Yellow 123

CMYK: 0,22,92,0

RGB: 255, 199, 38

Hex: ffc726

PMS: Dk. Red 1807

CMYK: 0,100,96,28

RGB: 181, 18, 27

Hex: a33038

100% Black - 20%

White - 40%

Primary ColorsSecondary Colors

PMS Red 1807 - 2%PMS Gray 423 - 5%PMS Yellow 123 - 8%

PMS Red 032 - 25%

Mathnasium Typefaces

There are a total of five font families that Mathnasium uses on all marketing materials. These five font families are shown below.

Within each font family, there are a number of different typefaces that may be used, suchasRegular;ItalicorOblique;andHeavyorBold.

For each typeface, there are various font elements which may be used, such as bold or italics.

Aside from the logo, three is the maximum number of font options(includingfamily, typeface, element,oranycombination)thatcanbeusedwithinanymarketingmaterial.For example, Avenir Heavy, Avenir Heavy with italics, and Arial Bold are three font options that could be used within a single piece.

Avenir Light

Home of the power math workout

Avenir Light Oblique


Avenir Book

Home of the power math workoutAvenir Book Oblique

Home of the power math workoutAvenir Medium


Avenir Medium Oblique


Avenir Heavy


Avenir Heavy Oblique


Avenir Black


Avenir Black Oblique


The Avenir family of typefaces:The Avenir family can be used on all marketing materials, excluding forms. This font family can be used for body copy and headlines. Examples of the Avenir family:

The Brianne’s Hand font:The Brianne’s Hand typeface is used as a graphic accent and is used sparingly, when wanting to emphasize a word or phrase in a layout. Examples of the Brianne’s Hand font:

Brianne’s Hand


Mathnasium Typefaces, continued...

MS Reference Serif Regular


MS Reference Italic


MS Reference Bold


The MS Reference family of typefaces:The MS Reference Serif font family is used sparingly to add interest to copy, emphasize a sentence, or for a sub-headline. In some instances this font can be usedforbodycopy(mustbeapprovedbyMathnasium).Itisnottobeusedforheadlines or forms.

The Journal typeface:The Journal typeface is used as a graphic accent and is used sparingly, when wanting to emphasize a word or phrase in a layout. The Journal typeface should only be used in Mathnasium red. Examples of the Journal typeface:

Journal


Arial BoldHome of the power math workoutArial Bold ItalicHome of the power math workout

The Arial family of typefaces:The Arial family can be used on all other marketing materials, such as forms that arecreated,modified,and/orpublishedusingMicrosoftWord.TheArialfamilycan also be used for body copy and headlines for marketing materials, such as direct mail and publications. Examples of the Arial family:

Arial RegularHome of the power math workoutArial ItalicHome of the power math workout

Mathnasium Typefaces, continued…

Typefaces for Email:

HQ Staff, Franchisees, Center Directors, and all other employees of Mathnasium are requiredtouseblack,non-italicSansSerifforallemailmessaging.IfSansSerifisnotavailable through Outlook or Entourage, Arial is the alternative font that can be used. The purpose of all Mathnasium employees using the same font is for a uniformly clean and fresh style that enforces brand awareness.

The Gmail Default Sans Serif typeface:The Gmail Default Sans Serif typeface is used in all email correspondence. Example of the Gmail Default Sans Serif typeface:

Gmail Default Sans Serif



Typefaces for Email Signatures:

All HQ Staff, Franchisees, Center Directors, and other employees of Mathnasium are requiredtohaveanemailsignaturewiththefollowingspecifications.Systemwide,thefont should be Tahoma in size 8.5. For HQ Staff, list your name in bold with your title and “Mathnasium Learning Centers” on successive lines. Below, add your address, phone number, fax number, and website. For Franchisees, Center Directors, and employees, your name should also be bold in black, followed by your title and the name of your particular center. The center’s address should be added below, along with the center’s phone number, fax number, and microsite web address. After this information is inputted, the Mathnasium logo should be added along with the text “ConnectwithMathnasium:”andimages/linkstoeitherthecorporateFacebook/Twitterpageorthecenter’sparticularFacebook/Twitterpagesshouldtheyexist.

Sample Email Signature—Franchisee:John Q. FranchiseeCenter DirectorMathnasium of Hollywood5111 Hollywood Blvd.Los Angeles, CA 90000Phone: (323) 444-4444Fax: (323) 555-5555Web: www.mathnasium.com/yoursite

Connect with Mathnasium:

Sample Email Signature—HQ Staff Member:Jane SmithAdministrative AssistantMathnasium Learning Centers5120 W. Goldleaf Circle, Suite 300Los Angeles, CA 90056Phone: (323) 888-8888Fax: (310) 999-9999Web: www.mathnasium.com

Connect with Mathnasium:


How to Create and Set Up Your Email Signature:

I. Arriving at Signature Settings 1. For Gmail: a) Login b)Goto“Settings” c) Scrolldownto“Signature” 2. For Outlook: a) Login b)Goto“Tools” c) Clickon“Options” d)“MailFormat” e) Signatures 3. For Entourage: a) Login b)Goto“Tools” c) “Signatures” d)Click“New”

II. Creating your signature 1. Create your signature text following the signature template provided in this style guide. 2. Create the Mathnasium Image in your signature a) Theimageyouneedis:http://files.mathnasium.com/sig-logo.jpg b) Selecttheimageandpasteitunderneathyourtextsignature c) Clickontheimagetoattachahyperlink.IfyouareHQstaff,theurlshould be http://www.mathnasium.com; if you are a Franchisee, Center Director, or employee, link to your microsite. d)Hit“return”togotothenextlineofyoursignature. e) Typein“ConnectwithMathnasium:”whichwillbefollowedbyaTwitter image and a Facebook image that will link directly to your Mathnasium Twitterpage(ifyoudon’thaveone,youcanlinkittotheMathnasiumHQ Twitter)andyourMathnasiumFacebookpage.


How to Create and Set Up Your Email Signature, continued:

Follow these instructions so that when sending any email, these images and links are not sent as an extra “attachment”; rather, they will appear automatically in your signature.

III. Including the Twitter and Facebook logos in your signature 1. Hit the space bar after “Connect with Mathnasium:” 2. The source file for the Twitter logo is: http://files.mathnasium.com/sig-twitter- small.png. Select the image and click on the hyperlink button. Either enter the linktotheMathnasiumTwitterpage(http://www.twitter.com/mathnasium)or your center’s Twitter page. 3. Hit the spacebar. The source file for the Facebook logo is http://files.mathnasium.com/sig-facebook-small.jpg. Select the image and click on the hyperlink button. Either enter the link to the Mathnasium Facebook page (http://www.facebook.com/mathnasium) or your center’s Facebook page. 4. SAVEandyou’reallset!

Graphic Elements

The following are graphic elements we use in our marketing materials. Think of the graphicelementsasspicesandusethemsparinglytoaddsomeflavortoyourlayouts.

Handwritten Elements:

The handwritten graphic elements include a circle, underscore, and arrow. These elements are used in Mathnasium red and can accompany a word or phrase that you want to emphasize in a layout. The elements are shown below:

arrow

circle

underscore

Graphic Elements, continued…

A+:

Mathnasium uses the “A+” from the Mathnasium logo as a graphic element on the exterior signage, as well as occasionally as an exclamation that can be used in conjunction with other design elements on a page layout or as a watermark.


Bursts:

Bursts can be used on printed and online marketing materials to emphasize a word or a phrase. Bursts should be in Mathnasium red with white type or Mathnasium yellow with black type. Examples of the Mathnasium burst are below.

EnrollNOW!

EnrollNOW!

Enroll

NOW!

EnrollNOW!

Enroll

NOW!

EnrollNOW!


Color Bars:

Only primary colors are used for background. Color bars are used as accents to a page layout. The bars should be in Mathnasium primary colors only. Examples of color bars are shown below.


Color Blocks:

Color blocks are also used as accents to a page layout. The blocks should be used in Mathnasium primary colors only. Examples of color blocks are below.

Color Fills:Color fills are for internal pieces only and use a secondary color to fill in the background. Secondary color fills are not to be used on promotional material. Examples of color fills are below.

Learning addition facts is key to future success in math. Knowing the numbers that add to ten is a skill that helps students master addition facts, and develop number sense.

The opposite side of this card shows the numbers that make ten both in pictures and with numbers. Go over this card with your child and count the circles. Talk about the whole number of cir-cles in each frame (10), as well as the parts (2 and 8 for exam-ple.)

Other activities: Roll a die. Ask your child the number that goes along with the number rolled to make 10. This activity can be done with playing cards as well. Soon your child will know these facts by heart.

Tip #1: The numbers that make 10.

Panther Creek Shopping Center

Mathnasium of The Woodlands

Phone: 281-465-4990 E-mail: [email protected]

Tips for "Mathing" with your child

About "Mathing" tips: Just as you should read with your child, you should 'Math" with them as well. These tips give parents ideas for math exercises that will develop your child's math abilities. Doing math with your child is a great way to interact with them and help them learn about our world.

Numbers that make 10

0 1 2 3 4 5 6 7 8 9 10

1 + 9

2 + 8

3 + 7

4 + 6

5 + 5

0 + 10


Accent Colors:

Secondary colors are used as accent colors. Dark red is used as a stroke with the primary red color. It can also be used to separate an image from the block of primary red color, or to frame an image or graphic element. Yellow as an accent color is used forbursts(page16).Thegrayaccentcolorisusedasaframe(page25)orforbodycopy only. Below are a few examples of dark red and yellow as an accent color.

EnrollNOW!


Numbers and Words:

Oversized block numbers and words are used as simple graphic elements or to highlight concepts, as shown below.

2

12

3

2PASSION

1 LEARN

PASSION3

1


Illustrations:

Mathnasium uses small illustrations relating to math in online and printed marketing materials. These illustrations should be used sparingly, one or two to a layout. Examples below:

black illustrations on white

white illustrations on black


Photography:

Images can be close-up, upper body, or full body. Images can be either high or low contrast, but must have warm tones to complement Mathnasium colors. Backgrounds must be simple. If working with more complex imagery, subjects can be extracted from the background and placed against a white background. Black and white or color images may be used. Images must be chosen carefully to connect with the audience and must be approved by Mathnasium prior to use.


Space:

Mathnasium uses large amounts of space, especially white space, very often on layouts and in artwork. The use of white space emphasizes the content and reinforces simplicity and calmness for a clean look.


Elements Positioning:

All graphic elements must be proportionally reduced or expanded in order to have at least .25–.50 inches of space around them. The graphic elements include color blocks and bars, logos, frames, body copy, headlines, images, and other elements. In cases where color blocks are touching, separated by a stroke of color, or bleed off the page, this rule doesn’t apply. Examples below:

.50”

.50”

.50”

.50”

.25”

.25”

.25”

.50”.50”

.25”

.25”

.25”

.50”


Frames:

Mathnasium uses frames to draw attention to a photo or block of text. Depending on the size of the layout, the frame can be 2 to 10 points. For example, for a letter or postcard layout, a 2- or 4-point frame should be used. For a larger page layout, a 6-point frame can be used. And for a poster layout, a thicker frame can be used. The minimum size frame for a letter or postcard layout is 2 points. The maximum size frame for a poster layout is 10 points.


Mathematical Symbols:

Mathnasium shows what students are working on with mathematical images and symbols. Examples below:

90oa2

b2

c2

W

W

LL

m

l123 4

567 8


Graph Paper:

Mathnasium uses patterns that are reminiscent of graph paper.


Red and Black Objects:

The Mathnasium world is filled with objects that are red, black, and white.

style guide - amazon s3€¦ · mathnasium typefaces there are a total of five font families that...

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