2015-2016 BRAND STYLE GUIDE

OUR STORY

WE ARE A SCHOOL

At Mount Vernon, we are building something exceptional. Everything we do as a school impacts what people think of us. From what takes place inside the classroom to what is seen on our campus -- from a simple Tweet to a full-blown advertising campaign -- it is all a reflection of our school’s brand which is measured by what people know about us and feel about us through our own communications. Much more than a logo or footprint, our brand is our message...it’s our story...and it must be managed with great care.

©2015

These standards are important components to maintaining consistency as we communicate with our community. A clear message is critical, as it presents the School with a strong message and unified vision. A thorough understanding of the elements is important. Deviation may create confusion and dilute the brand identity of the School.

MVIFI MOUNT VERNON INSTITUTE FOR INNOVATION

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OUR MESSAGE

THE MOUNT VERNON CONTINUUM

PRINCIPLES & PRACTICE

MISSION

Inquiry

College Ready

Innovation

Globally Competitive

Impact

Engaged Citizen Leaders

Relationships are Foundational for Learning

Learning Demands Interactive and Flexible Spaces

Curiosity and Passion Drive Learning

Empathy Influences Learning Learners Apply Knowledge to Make an Impact

Grounded in Christian Values

DESIGN PURPOSE

RESULTS

CULTURE

Start with Questions Fail Up Share the Well

Creative Thinker

Ethical Decision-Maker

Innovator

Solution Seeker

Collaborator

Communicator

Assume the Best Have Fun

MV NORMS

21ST CENTURY MV MIND 4 | MOUNT VERNON PRESBYTERIAN SCHOOL

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OUR MESSAGE STORY

MISSION

We are a School of inquiry, innovation and impact. Grounded in Christian values, we prepare all students to be college ready, globally competitive and engaged citizen leaders.

thE 21st cEntury

Mount Vernon Mind

• Formulates meaningful questions • Inquires, evaluates, synthesizes, and discerns cross-disciplinary knowledge and perspectives • Sets goals, develops a plan of action, and tests solutions

crEativE thinkEr

Ethical DEcision-MakEr

• Challenges assumptions

• Exhibits integrity, honesty, empathy, fairness, and respect

• Suspends judgement

CULTURE

solution sEEkEr

• Imagines, improvises, and adapts as new challenges and opportunities arise

• Demonstrates personal, social, and civic responsibility • Develops understanding of emerging ethical issues regarding new technologies

MV Norms

Start With Questions Fail Up Share the Well Assume the Best Have Fun

DESIGN

Principles And Practice Relationships are foundational for learning. Learning demands interactive and flexible spaces. Curiosity and passion drive learning. Learners apply knowledge to make an impact. Empathy influences learning.

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innovator • Explores and experiments in a climate of change • Builds resilience through risk-taking and setbacks • Creates unique ideas/ products with value and meaning

collaborator • Builds strong partnerships within a diverse team • Teaches, coaches, and leads others by example • Accepts feedback, implements decisions, and shares the credit

coMMunicator • Listens attentively, speaks effectively, and writes clearly • Understands and expresses ideas with a variety of audiences, media, and formats • Cultivates interpersonal skills

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OUR BRAND STORY

PRIMARY LOGO

Our logo is the way the world receives our students, faculty, and parents making it one of the most important assets of our brand.

OUR BRAND PROMISE

Mount Vernon Presbyterian School engages each student with a challenging, dynamic teaching model that stimulates critical inquiry and imagination to produce innovative outcomes. Our teachers are always learning and craving new information. Our students are challenged to be adaptable, progressive thinkers and compassionate leaders. Our learning spaces are open and flexible allowing our students and teachers to collaborate, create, and design. Above all else, by creating a paradigm shift in education, we seek to be the best in developing and delivering a 21st century learning experience. This is who we are.

LOGO USAGE GUIDELINES • • • • • •

Do not reduce the logo smaller than 1 inch. The logo colors may not be altered. The logo may not be screened or tinted. Do not surround the logo with another shape, such as a box. Do not place the logo over photos, textures or colors that make the logo difficult to read. Never distort the logo. This is commonly done when using the logo in programs like Microsoft Word. If resizing is necessary, please size from the corners to maintain proper proportions. • Do not use the logo in a headline or body copy. • Web-quality digital files and high-res/vector print-quality versions of the logos are available by contacting Sarah Scott. 8 | MOUNT VERNON PRESBYTERIAN SCHOOL

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OUR BRAND STORY

HOW TO USE THE LOGO

ORGANIZATIONAL LOGOS 3. 1.

MVIFI MOUNT VERNON

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INSTITUTE FOR INNOVATION

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(i) engage PARENTS ASSOCIATION

8.

9.

10.

12.

playmaker|PM

1. Mount Vernon Institute For Innovation 2. MV 4 Funding Initiatives 3. MV Athletics 4. MV Booster Club 5. MV Alumni 6. Mustang Rally and Derby

Mount Vernon Presbyterian School

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11.

7. MV Parents Association 8. #IMAMUSTANG 9. XLR8 10. I Love My School 11. DEEP Design Thinking 12. Playmaker

These logos have been carefully co-designed with the Office of Strategic Partnerships. If you need to design a logo please contact Anne Katz to move forward. BRANDING STYLE GUIDE 2015-2016 | 11

OUR BRAND STORY

MV TWITTERSPHERE We have an incredible Twitter community at MVPS that shares and celebrates wins in and out of the classroom. Jump in the conversation.

SOCIAL MEDIA STANDARDS One of the most successful ways we tell our story is through the use of social media. On average we receive 400 -1,000 views of each Facebook post on Mount Vernon’s page and our Twitter followers grow daily--mainly because the majority of our faculty and staff are active tweeters!

USERNAMES TO FOLLOW

@MVPSchool - Offical School Account @VisitMVPS - Admissions @MVPSBoosters - Booster Association @MVPSAlumni - Alumni Association @PlayMakerMVP - PlayMaker Program

While the School embraces these mediums as valuable ways to share the good news, announcements, and upcoming events, keep some things in mind... • When posting about the School, classroom, or achievement remember what the folks at Twitter believe: To gain a respectable Twitter reputation, you should contribute valuable information to the community. Random musings and highly-personal posts might be amusing to your close group of friends, but if you want to have a following, your tweets should not be all about you. • People tend to share, favorite, or “like” positive posts that solve a problem, answer a question, entertain or inspire. • Include links, photos, or videos--these posts are often viewed and retweeted more. School Usernames and Profile Pages Twitter - @MVPSchool Instagram - MVmustangs Facebook - http://www.facebook.com/pages/Mount-Vernon-Presbyterian-School LinkedIn - http://www.linkedin.com/company/mount-vernon-presbyterian-school Vimeo - http://vimeo.com/mvpschool

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@MVPSMUSTANGS - MV Athletics @MVPSALLSTARS - Upper School Theater Arts @MVIFI - Mount Vernon Institute For Innovation @MVARTS - All School Arts

MVPS HASHTAGS

The pound sign (or hash) turns any word or group of words that directly follow it into a searchable link. This allows you to organize content and track discussion topics based on those keywords. Use these on any social stream, not just Twitter, to loop in others. Allison and Anne are the moderators of the MVPS social streams. Anyone can post - we encourage you to do so! Do you have questions or concerns? Ask us.

#mvpschool - Official School Hashtag #imamustang - Celebrating Mustang Spirit #mvupper - Upper School #mvmiddle - Middle School #mvlower - Lower School #mvlittles - Preschool #mvhhd - Helping Hands Day #mvinterim - Interim Term Updates #mvimpact - Engaging the World as a School #mvlearns - Professional Development Updates #mvplay - PlayMaker News #mvwins - Celebrating Our School #MVIFI - Mount Vernon Institute For Innovation #DEEP - DEEP Design Thinking #fuse15 - 2015 Fuse Conference

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OUR STYLE

A LASTING FIRST IMPRESSION

LOGO TYPOGRAPHY LA GIOCONDA

RESERVED SOLELY FOR THE MVPS LOGO

Your brand is so much more than what you do. It’s who you are. Our brand sets a tone for who we are.

While we might seem a little obsessive at times, Mount Vernon’s style includes specific colors, a variety of fonts, and design elements that tell our brand story.

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OUR STYLE

PRIMARY TYPOGRAPHY

Use these typefaces in print or digital mediums when communicating on behalf of the School externally. These typefaces are specialty fonts that would have to be provided to you by the Office of Strategic Partnerships. Contact us for more information.

GARAMOND SERIF TYPE

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GOTHAM

MVIFI SANS SERIF TYPE

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GFY RALSTON HANDWRITTEN TYPE

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AVENIR

SANS SERIF TYPE

Aa

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AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz UNIVERS CONDENSED HIGHLIGHTS AND HEADLINES TYPE

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BRAND COLORS

OUR STYLE

WEB TYPOGRAPHY GARAMOND WEB SERIF TYPE

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Use these fonts in digital services like Google Drive, blogging sites, or mailchimp that do not allow specialty fonts, or in cases when you do not have the fonts listed above.

AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz

NUNITO

WEB SANS SERIF TYPE (AVENIR SUBSTITUTE)

Aa

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MONTSERRAT

WEB SANS SERIF TYPE (GOTHAM SUBSTITUTE)

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PRIMARY COLORS *PRINT USE

PANTONE 289 CP CMYK 100/76/12/70

*DIGITAL USE

PANTONE 7407 CP CMYK 6/36/79/12

PANTONE CYAN CMYK 100/0/0/0

PANTONE 289 C RGB 12/35/64 HEX #0C2340

PANTONE 7407 C RGB 203/160/82 HEX #CBA052

PANTONE CYAN RGB 0/159/223 HEX #009FDF

SECONDARY COLORS

*PRINT USE

*DIGITAL USE

PANTONE 2955 CP CMYK 100/60/10/53

PANTONE 152 CP CMYK 0/66/100/0

PANTONE 2955 C RGB 0/56/101 HEX #00263E

PANTONE 152 C RGB 229/114/0 HEX #E57200

PANTONE 3145 CP CMYK 100/10/29/20

PANTONE 201 CP CMYK 100/10/29/20

PANTONE 3145 C RGB 0/119/139 HEX #00778B

PANTONE 201 C RGB 157/34/53 HEX #9D2235

PANTONE 7406 CP CMYK 0/20/100/2

PANTONE 415 CP CMYK 22/14/23/38

PANTONE 415 C RGB 241/196/0 HEX #F1C400

PANTONE 415 C RGB 145/147/136 HEX #919388

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WALTER TURNCOAT

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WEB HANDWRITTEN TYPE (GFY RALSTON SUBSTITUTE)

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*FOR PRINT USE Examples: printed stationary or fliers

*FOR DIGITAL USE Examples: google slides, websites, mailchimp BRANDING STYLE GUIDE 2015-2016 | 19

OUR STYLE

EMAIL SIGNATURE

Email signatures must include all of the following: Name (in bold), title, address, phone, school website, and logo. If you do not have an extension, please use the campus phone number where you most often located. Your signature is your digital business card. Feel free to add on any other social accounts where you would like our community to connect with you. Separate your social information with a line break under the School website. EXAMPLE:

APPENDIX OUR VERNACULAR

Dr. Brett Jacobsen Head of School Mount Vernon Presbyterian School 510 Mt. Vernon Highway, NE Atlanta, GA 30328 (404) 252-3448 x2900 www.mountvernonschool.org Twitter: @jbrettjacobsen Blog/Podcast: Design Movement MVIFI: //fuse2015

To edit your signature, navigate to your Gmail inbox, select the cog in the top right corner and select ‘settings.’ On the following page, scroll down until you see the edit signature section.

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OUR VERNACULAR

SCHOOL TERMS AND USAGE Any representation of our school, digital, print, or social must adhere to our Brand Standards.

Mount is always spelled out (not Mt.) You may abbreviate the School as MVPS in all caps and no gaps. The ‘S’ in school must always be capitalized if you can replace “Mount Vernon Presbyterian School”with “the School.” School is always capitalized in our mission statement. Preschool Terms Three Day Threes Five Day Threes Prekindergarten (Pre-K, plural Prekindergartners) Young Fives Lower School Terms Kindergarten (K, plural Kindergartners) grade 1 or first grade grade 2 or second grade grade 3 or third grade grade 4 or fourth grade Middle School Terms grade 5 or fifth grade grade 6 or sixth grade grade 7 or seventh grade grade 8 or eighth grade Upper School Terms grade 9, ninth grade or freshman grade 10, tenth grade or sophomore grade 11, eleventh grade or junior grade 12, twelfth grade or senior

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TITLES AND REFERENCES All words in organizational titles should be capitalized, unless that word is a preposition, article, or conjunction. For example: Head of School Middle School Dean of Students Chief Admissions Officer When referring to a student use their first name, last name, and graduation year. EXAMPLE: Taylor Leroy, Class of 2016 When referring to dates, you should never use a ‘th’ suffix. EXAMPLE: August 12, 2015 (not 12th) Mount Vernon Facility References: Founders Campus (FC) Glenn Campus (GC) Middle School Academic Building (MSAB) Mustang Athletic Center (MAC) Mount Vernon Presbyterian Church (MVPC) Studio(i) Linked Reference Tools: Proper Punctuation - CLICK FOR LINK Commonly Misused Words - CLICK FOR LINK Quick Reference Spelling Tips - CLICK FOR LINK Dictionary - CLICK FOR LINK Thesaurus - CLICK FOR LINK

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OUR VERNACULAR

COMMUNICATION REQUESTS Will you be doing something fun in your classroom soon and want our community to know about it? Do you know of anything coming up that might be photo worthy? Was one of your students recognized for something innovative?

COMMUNICATION GUIDELINES The Office of Strategic Partnerships which oversees the marketing and communication efforts of Mount Vernon, works alongside faculty and staff ensuring communication from the School is consistently clear, concise, and aligned with its mission. Communication/Marketing Items Include: • Letters to the School community • Weekly Newsletter • MVPS Website • Student Handbook • School Publications (magazine, programs, brochures) • School & Athletic Apparel (Spirit Wear) • Signage (Permanent and Temporary) If you have any news, information, or announcements to share with the entire school community, or a specidic segment (grade level, class, or team) please work with and through The Office of Strategic Partnerships. See page 26 for the appropriate contact.

Can we recognize you for an outstanding achievement? We want to know about all of these things! If you would like for the Communications team to feature something that is going on in your classroom (school website, newsletter, in an email, or social media) -- please contact Anne.

I WONDER OR WHAT IF:

Someone from the local media contacts me to ask questions about our school? Refer them to Allison I want to highlight something exciting that has happened at the School? Share the news with Anne I see something unflattering about MVPS on social media? Call/text Allison as soon as possible (404-786-2969)

I want to contribute to a blog or publication on MVPS’ behalf? Leverage the positive and run it by Anne I want to create a new logo or need design assistance? Contact Anne I want to begin a new graphic design project? Contact Anne I want to send an email to our MVPS community? Contact Anne Someone wants us to buy an ad in their publication? Refer them to Allison

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CONTACT INFORMATION

OUR TEAM

Allison Toller [email protected] Chief of Brand Strategy and Partnerships Media Relations Community Partnerships Keeper of the Brand

Molly Christian [email protected] Director of Special Events and Volunteer Support Event Maker Calendar Keeper Logistics Guru

Anne Katz [email protected] Director of Communications Collateral Project Manager Art Direction Storyteller

Sarah Scott [email protected] Communications Specialist Senior Designer Brand Translator Graphic Producer

Emily Goldman [email protected] Director of Engagement and Volunteer Support Parent Resource Connection Corporate Sponsorships Recruiter Enlistment Officer

Trey Boden [email protected] Creative Director Creative Strategist Stirrer of Pots Chief of Awesome

BE A MULTIPLIER invest time, treasures, and talents share the well encourage and influence be a raving fan BE A MAKER tinker reimagine make an impact innovate BE A MAVERICK embody our mission be a servant leader blaze trails pursue a passion

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