Transcription
BRAND AND IDENTITY GUIDEV E S TA V I A H I L L S H I G H S C H O O L
2001002003004005006INTRODUCTIONBRAND STORYPRIMARY IDENTITYTYPOGRAPHYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONINSTITUTIONAL MARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHS BRANDACTIVITIES MARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECT USAGEHOWATTRIBUTESCOLORSWORDMARKS1REBELSCRIPTSFULL LOCK-UPOVERVIEWONCE AREBEL007TRADEMARKS & LICENSINGPROTECT AND PRESERVE
TIONBRAND STORYWHYVISIONWHATVHHS 3004005PRIMARY IDENTITYTYPOGRAPHYSECONDARY IDENTITYINSTITUTIONAL MARKPRIMARY TYPEFACESCHOOL CRESTACTIVITIES MARKSECONDARY TYPEFACEOLD ENGLISH VCOLORSWORDMARKS1REBELSCRIPTSFULL LOCK-UP197419791984198919941999200420092014006B R A N D A P P L I C AT I O NOVERVIEWINCORRECT ARKS & LICENSINGPROTECT AND PRESERVE3
4001002003004005006INTRODUCTIONBRAND STORYPRIMARY IDENTITYTYPOGRAPHYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONINSTITUTIONAL MARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHS BRANDACTIVITIES MARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECT USAGEHOWATTRIBUTESCOLORSWORDMARKS1REBELSCRIPTSFULL RKS & LICENSINGPROTECT AND PRESERVE
001 001002003004005006I N T INTRODUCTIONRODUCTIONBRAND STORYPRIMARY IDENTITYTYPOGRAPHYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYWHYVISIONINSTITUTIONAL MARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATWHATVHHS BRANDACTIVITIES MARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECT ULL LOCK-UPOVERVIEW007TRADEMARKS & LICENSINGPROTECT AND PRESERVEWHY DO WE HAVEBRAND GUIDELINES?WHAT WENT INTO THIS BOOK?HOW DOES THIS BOOKHELP VHHS?Many times, people associate the term “brand” with logos or otherThis book began with a strategic initiative to uncover the bestEveryone who is a part of Vestavia Hills High School wants to tellvisual identities, but an organization’s brand involves much more.qualities and characteristics of the Vestavia Hills High School Rebels.a compelling story about what it means to be Vestavia Hills HighThe brand is a holistic representation of the organization’s reputation.An extensive research process revealed a multitude of distinctiveSchool Rebel. Being a VHHS Rebel has its own definition that isBrand guidelines are in place to provide standards for the imagery,traits, traditions and values shared by the brand’s most involvedunique to the school and those who are a part of the school. Whilemessaging and other various tactics that are used to represent theaudiences. The findings were analyzed to discover VHHS’s uniqueVHHS speaks to a variety of external and internal audiences, theschool and its brand. Brand identity standards are continuouslyplace among the community, state and nation. Communications bytools in this brand book are in place to inspire VHHS stakeholdersreviewed and updated to remain consistent and relevant in theall VHHS stakeholders should be woven through this platform, whichto be a part of the school’s story, so that they may, collectively andmarketplace. Consistency among all of the various facets of Vestaviawill amplify the voice of the brand, as they will all steam from aindividually, benefit from association.Hills High School protects the strength of the brand and solidifiescommon thread.name recognition. It is the role of the brand stakeholders to upholdthe brand standards and protect the image perception of VestaviaHills High School.5
6001002003004005006INTRODUCTIONBRAND STORYPRIMARY IDENTITYTYPOGRAPHYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONINSTITUTIONAL MARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHS BRANDACTIVITIES MARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECT USAGEHOWATTRIBUTESCOLORSWORDMARKS1REBELSCRIPTSFULL LOCK-UPOVERVIEW002BRAND STORYVISIONVHHS BRANDATTRIBUTESOVERVIEW007TRADEMARKS & LICENSINGPROTECT AND PRESERVE
001002002003004005006INTRODUCTIONBBRRAANNDD SSTTOORRYYPRIMARY IDENTITYTYPOGRAPHYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONVISIONINSTITUTIONAL MARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHSVHHS BRANDBRANDACTIVITIES MARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECT CRIPTSFULL LOCK-UPOVERVIEWOVERVIEW007TRADEMARKS & LICENSINGPROTECT AND PRESERVETHE VISIONIn the early 1970’s, Vestavia Hills High School was established when thecommunity decided to break away from Berry High School. The seniors weregiven the opportunity to decide whether or not they wanted to attend thenew school or remain at Berry. Those that decided to leave and start the newschool deemed themselves as “Rebels,” the beginning of a legacy that remainsprevalent in the brand of Vestavia Hills High School. As generations have passedthrough the school, the students have developed a reputation for excellence, hardwork, community service and unity. While these values and traditions remainconstant, the visual identity of the school has evolved. With a renewed focuson the importance of a clear and consistent brand identity, Vestavia Hills HighSchool now showcases an all-encompassing brand package with visuals that areuniversally applicable and appropriately represent all audiences associated withthe school in a relevant, authentic and meaningful way. This brand guide servesas a directive for brand implementation to ensure the high standard of the brandidentity is upheld moving forward. The outline enables anyone using the visualsto express the brand appropriately and effectively across all applications andmediums.THOSE THATDECIDED TOLEAVE ANDSTART THE NEWSCHOOL DEEMEDTHEMSELVESAS “REBELS”7
8001002002003004005006INTRODUCTIONBB RR AA NN DD SS TT OO RRYYPRIMARY IDENTITYTYPOGRAPHYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONVISIONINSTITUTIONAL MARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHSVHHS BRANDBRANDACTIVITIES MARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECT CRIPTSFULL LOCK-UPOVERVIEWOVERVIEWTHE BRANDThe elements that define the brand identity of Vestavia Hills High School workcohesively to represent all of the unique attributes of the brand. From the wordchoice, color choice, typography, graphics and imagery, each component playsan integral role in shaping the distinctiveness of Vestavia Hills High School andthe persona of a Vestavia Hills High School Rebel. With consistent, relevant anddetailed assets, the brand of Vestavia Hills High School can take shape across allmediums so that it may adequately represent the holistic brand story and expressthe values of a true Vestavia Hills High School Rebel.The updated Vestavia Hills High School brand identity honors the school’stradition and core values while integrating a modern edge that positions thebrand for the future. These marks are designed to propel the brand forward andprovide a strength and power that resonates with both internal and externalaudiences. Through abundant research the brand story was unveiled, and withfirst-class creative talent and strategic planning the new imagery revolutionizesan iconic brand into a complete, consistent brand identity.007TRADEMARKS & LICENSINGPROTECT AND PRESERVE
001002002003004005006INTRODUCTIONBBRRAANNDD SSTTOORRYYPRIMARY IDENTITYTYPOGRAPHYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONVISIONINSTITUTIONAL MARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHSVHHS BRANDBRANDACTIVITIES MARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECT CRIPTSFULL LOCK-UPOVERVIEWOVERVIEWBRAND ATTRIBUTESBRAND OVERVIEWThe brand attributes are the values and characteristics that represent theThe brand of Vestavia Hills High School is not limited to a logo or an image.essence of the brand. These principles served as a filter for the creativeThe following core elements including the primary and secondary logos, colors,process when creating the brand imagery. These are the prominent ideals oftypeface and brand expressions are the visual tools used to represent the truethe Vestavia Hills High School Rebel brand.values and characteristics of the VHHS brand. These tools are designed to beflexible, to allow creativity and individuality and appropriately represent eachI.II.III.I V.V.VI.VII.VIII.IX.X.XI.XII.XIII.X I LLENCEACADEMICSAT H L E T I C SI N V O LV E M E N TCOURAGETOGETHERNESSCOMMUNITYC O M PA S S I O Nof the distinct organizations, groups and individuals that make up the brand.However, to effectively represent the essence of a VHHS Rebel and protect thebrand experience, these core elements must align and maintain consistency.The following sections provide creative guidance on the use of each of the brandelements. With appropriate use, each of these elements can be used to scale thereach of VHHS in a way that is effective and recognizable. The brand identityof VHHS supports the ideals of tradition, excellence, service and achievement.007TRADEMARKS & LICENSINGPROTECT AND PRESERVE9
10001002003004005006INTRODUCTIONBRAND STORYPRIMARY IDENTITYTYPOGRAPHYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONINSTITUTIONAL MARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHS BRANDACTIVITIES MARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECT USAGEHOWATTRIBUTESCOLORSWORDMARKS1REBELSCRIPTSFULL LOCK-UPOVERVIEW003PRIMARY IDENTITYINSTITUTIONAL MARKACTIVITIES MARKCOLORS007TRADEMARKS & LICENSINGPROTECT AND PRESERVE
001002003003004005006INTRODUCTIONBRAND STORYP PR RI MI MAAR RY YI DI DE ENNT TI TI TYYTYPOGRAPHYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONINSTITUIONALINSTITUTIONALMARKMARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHS BRANDACTIVITIESACTIVITIESMARKMARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECT TSFULL LOCK-UPOVERVIEW007TRADEMARKS & LICENSINGPROTECT AND PRESERVENEWINSTITUTIONAL MARKWhile the traditions of Vestavia Hills High School served as the basis for thevalues and ideals of the school, over time logos and verbiage that represent theschool have evolved. The new institutional logo propels VHHS forward into themodern era with a mark that represents innovation, forward thinking and learningwithout limits. THE LOGO SERVES AS THE PRIMARY MARK OF VESTAVIAHILLS HIGH SCHOOL IN ANY CAPACITY. The mark should be used as themain identifying device in all institution related activities. The mark is not limitedfor use in only an educational capacity, and it can be adopted for use by schoolaffiliated clubs, organizations, groups, athletic teams, etc.INSTITUTIONAL MARKPMS 200 PMS 28811
12001002003003004005006INTRODUCTIONBRAND STORYPPRRI IMMAARRYY I IDDEENNTTI ITTYYTYPOGRAPHYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHS RKMARKACTIVITIESSECONDARY TYPEFACEOLD ENGLISH VINCORRECT TSFULL LOCK-UPOVERVIEWINSTITUTIONAL MARKPMS 200 PMS 288INSTITUTIONAL MARKPMS 200 PMS 288007TRADEMARKS & LICENSINGPROTECT AND PRESERVE
001002003003004005006INTRODUCTIONBRAND STORYPPRRI MI MAARRYY I DI DEENNTTI TI TYYTYPOGRAPHYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONINSTITUIONALMARKINSTITUTIONALMARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHS BRANDACTIVITIESACTIVITIESMARKMARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECT TSFULL LOCK-UPOVERVIEWINSTITUTIONAL MARKVARIATIONS007TRADEMARKS & LICENSINGPROTECT AND PRESERVE13
14001002003003004005006INTRODUCTIONBRAND STORYPPRRI IMMAARRYY I IDDEENNTTI ITTYYTYPOGRAPHYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHS RKMARKACTIVITIESSECONDARY TYPEFACEOLD ENGLISH VINCORRECT TSFULL LOCK-UPOVERVIEW007TRADEMARKS & LICENSINGPROTECT AND PRESERVEIMPROVEDACTIVITIES MARKAt Vestavia Hills High School, EXCELLENCE and TRADITION are two common themesshared by the students, faculty, staff and community. The activities mark gives a nodat the iconic lettering of varsity athletics and is deeply rooted in the marks historicallyused by the school. This version is built on a strong foundation of equity that hasdeveloped from decades of achievement in not just athletics but all school sponsoredorganizations. Subtle refinements to the mark have been made to define the geometry,scale and color to ensure consistency with use. The overall proportions of the letter formhave been slightly adjusted from the previously used versions, with a decreased weightof the body (vertical) stroke and increased weight of the cross (horizontal) strokes. Theconnections between the strokes have evolved which features subtly curved joints. TheINTERLOCKING VH LOGO IS USED AS THE PRIMARY MARK for all Vestavia HillsHigh School affiliated organizations.APPROVED VARIATIONS (3)ACTIVITIES MARKPMS 200 PMS 288
001002003003004005006INTRODUCTIONBRAND STORYPPRRI MI MAARRYY I DI DEENNTTI TI TYYTYPOGRAPHYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONINSTITUIONALMARKINSTITUTIONALMARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHS BRANDACTIVITIESACTIVITIESMARKMARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECT TSFULL LOCK-UPOVERVIEW007TRADEMARKS & LICENSINGPROTECT AND PRESERVEOFFICIALCOLORSBrands and color are indistinguishably linked, as the colors aid in thecommunication of the brand idea. Typically, consumers remember a brand’scolor the most of all visual components, and color aids in brand awarenessand recognition.PMS 200 (RED)andPMS 288 (BLUE)are theofficial colors of Vestavia Hills High School and have remained so since theschool’s 2M:91G:53Y:87B:50Y:26B:111K:6K:15HEX #:C32032HEX #:23356F15
16001002003004005006INTRODUCTIONBRAND STORYPRIMARY IDENTITYTYPOGRAPHYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONINSTITUTIONAL MARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHS BRANDACTIVITIES MARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECT USAGEHOWATTRIBUTESCOLORSWORDMARKS1REBELSCRIPTSFULL LOCK-UPOVERVIEWType is an important elementin the brand story and is astrong brand identifier.To maintain a consistent appearance across004TYPOGRAPHYa wide variety of academic, athletic andall school related communications, a fullalphabet and custom wordmarks have beendesigned to enhance the overall brand. Thetypefaces are designed to co-exist under theoverarching Vestavia Hills High School brandPRIMARY TYPEFACESECONDARY TYPEFACEWORDMARKSSCRIPTSbut provide enough differentiation to appropriately represent each of the various facetsof the school.007TRADEMARKS & LICENSINGPROTECT AND PRESERVE
001002003004005006INTRODUCTIONBRAND STORYPRIMARY IDENTITYT Y P O G R A P H YYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONINSTITUTIONAL MARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHS BRANDACTIVITIES MARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECT USAGEHOWATTRIBUTESCOLORSWORDMARKS1REBELSCRIPTSFULL LOCK-UPOVERVIEWNEWPRIMARY TYPEFACE: InstitutionalGalliardTheGalliardfont is used in association with the institutional logo for the school. The serif typeface was established in the 1970’s, the same decade thatVestavia Hills High School was created. The robust strokes of the font in conjunction with the sharp details provide a distinct attractiveness that is differentfrom traditional serif fonts but maintains a conventional look and feel. The Galliard typeface has been used by Ivy League institutions in the past, such as Yale,before those institutions developed fonts of their own. The typeface represents the high educational standards of Vestavia Hills High School and the school’scommitment to excellence across all platforms. The typeface enhances the primary mark of Vestavia Hills High School with a notable and clear tuvwxyz 1234567890007TRADEMARKS & LICENSINGPROTECT AND PRESERVE17
18001002003004004005006INTRODUCTIONBRAND STORYPRIMARY IDENTITYT YYPPOOGGRRAAPPHHYYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONINSTITUTIONAL MARKPRIMARYPRIMARY TYPEFACETYPEFACESCHOOL CRESTOVERVIEWWHATVHHS BRANDACTIVITIES MARKSECONDARYSECONDARY TYPEFACETYPEFACEOLD ENGLISH VINCORRECT RIPTSSCRIPTSFULL LOCK-UPOVERVIEWNEWPRIMARY TYPEFACE: ActivitiesUnited Serif BlackTheUnited Serif font provides a traditional varsity athletics look, which ties in to Vestavia’s rich history in athletics and extra-curricular activities.The hardworking and resilient nature of Vestavia Hills High School students, faculty, staff and alumni is signified by the bold, strong typography. The UnitedSerif font complements the educational look of the Galliard font to maintain a traditional look and appropriately represent athletics, fine arts and other extracurricular ACTIVITIES ASSOCIATED WITH THE rstuvwxyz 1234567890007TRADEMARKS & LICENSINGPROTECT AND PRESERVE
001002005006INTRODUCTIONBRAND STORYPRIMARY IDENTITYT Y P O G R A P H YYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONINSTITUTIONAL MARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHS BRANDACTIVITIES MARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECT USAGEHOWATTRIBUTESCOLORSWORDMARKS1REBELSCRIPTSFULL LOCK-UPOVERVIEW003003004NEWSECONDARY TYPEFACE: ComplementaryUnivers Condensed Sans SerifThe sans serif version of theUNIVERS font family was selected as the secondary identity to provide a COMPLEMENT to the primary athletic typeface.This secondary font is for use in lock-ups, headlines or to customize the primary marks for specific sports or school affiliated klmnopqrstuvwxyz 1234567890007TRADEMARKS & LICENSINGPROTECT AND PRESERVE19
20001002003004004005006INTRODUCTIONBRAND STORYPRIMARY IDENTITYT YYPPOOGGRRAAPPHHYYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONINSTITUTIONAL MARKPRIMARYPRIMARY TYPEFACETYPEFACESCHOOL CRESTOVERVIEWWHATVHHS BRANDACTIVITIES MARKSECONDARYSECONDARY TYPEFACETYPEFACEOLD ENGLISH VINCORRECT RIPTSSCRIPTSFULL LOCK-UPOVERVIEW007TRADEMARKS & LICENSINGPROTECT AND PRESERVENEWWORDMARKSGALLIARDGALLIARDUNITEDUNITED UNITEDUNITED UNIVERSUNITEDUNITEDUNITED UNITEDUNITED UNIVERSUNITED
001002005006INTRODUCTIONBRAND STORYPRIMARY IDENTITYT Y P O G R A P H YYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONINSTITUTIONAL MARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHS BRANDACTIVITIES MARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECT USAGEHOWATTRIBUTESCOLORSWORDMARKS1REBELSCRIPTSFULL LOCK-UPOVERVIEW003003004007TRADEMARKS & LICENSINGPROTECT AND PRESERVEIMPROVEDSCRIPTSPrimarily used in baseball and softball, the script wordmarks are created to give a nod to the heritage of these sports. The stroke is fluid and italicized, which maintains the established look, while the elongated cursivetype provides a modern feel. These traditional marks are designed with inspiration from traditional baseball and softball elements, but can be adopted by other school affiliated organizations.APPROVED VARIATIONS (8)APPROVED VARIATIONS (8)21
22001002003004005006INTRODUCTIONBRAND STORYPRIMARY IDENTITYTYPOGRAPHYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONINSTITUTIONAL MARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHS BRANDACTIVITIES MARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECT USAGEHOWATTRIBUTESCOLORSWORDMARKS1REBELSCRIPTSFULL LOCK-UPOVERVIEW005SECONDARY IDENTITYSCHOOL CRESTOLD ENGLISH VFULL LOCK-UP1REBEL007TRADEMARKS & LICENSINGPROTECT AND PRESERVE
001002003004005005INTRODUCTIONBRAND STORYPRIMARY IDENTITYTYPOGRAPHYNDDAARRYY I D E N T I T YSSEECCOONB R A N D A P P L I C AT I O NWHYVISIONINSTITUTIONAL MARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHS BRANDACTIVITIES MARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECT USAGEHOWATTRIBUTESCOLORSWORDMARKS1REBELSCRIPTSFULL LOCK-UPOVERVIEW006007TRADEMARKS & LICENSINGPROTECT AND PRESERVETRADITIONALSCHOOL CRESTThe Vestavia Hills High School crest is a part of the school’s heritage and is usedfor the most official school communications. This mark is reserved for formaldocuments or messages from the school.SCHOOL CREST23
24001002004005006INTRODUCTIONBRAND STORYPRIMARY IDENTITYTYPOGRAPHYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONINSTITUTIONAL MARKPRIMARY TYPEFACEOVERVIEWWHATVHHS BRANDACTIVITIES MARKSECONDARY TYPEFACESCHOOL CRESTOLD ENGLISH 007TRADEMARKS & LICENSINGPROTECT AND PRESERVEINCORRECT USAGE1REBELFULL LOCK-UPTRADITIONALOLD ENGLISH VThe OLDENGLISH V is a mark with strong HISTORICAL ties to Vestavia Hillsbaseball. The mark was first established in connection to the baseball team under theleadership of Hall of Fame head coach, the late Sammy Dunn. The mark has becomean iconic part of the baseball team’s history, which won nine Class 6A titles under thelegendary Coach Dunn from 1991-2000. The mark is an important part of the team’sbrand moving forward and may be adopted by other sports teams as well.APPROVED VARIATIONS (3)OLD ENGLISH VPMS 200 PMS 288
001002003004005005006INTRODUCTIONBRAND STORYPRIMARY IDENTITYTYPOGRAPHYN DD AA RRYY I D E N T I T YSS EE CC OO NB R A N D A P P L I C AT I O NWHYVISIONINSTITUTIONAL MARKPRIMARY TYPEFACEOVERVIEWWHATVHHS BRANDACTIVITIES MARKSECONDARY TYPEFACESCHOOL CRESTOLD ENGLISH DEMARKS & LICENSINGPROTECT AND PRESERVEINCORRECT USAGE1REBELFULL LOCK-UPNEW1REBELThe1REBELslogan and1REBELmark by itself are additional graphicidentities of Vestavia Hills High School and all Vestavia Hills High Schoolaffiliated teams or organizations. The full mark is a tribute to the legendaryhead football coach, Buddy Anderson’s famous saying, “When you play oneRebel, you play us all.” This saying has become an iconic message for allVestavia Hills High School students, faculty, staff and alumni and has longbeen used by the school with pride. The concept speaks to the school’slongstanding reputation as united, supportive and spirited. This mark or the1REBEL mark by itself can be used by any individual or group associatedwith the schoolAPPROVED VARIATIONS (2)25
26001002003004005005006INTRODUCTIONBRAND STORYPRIMARY IDENTITYTYPOGRAPHYS EE CCOONNDDAARR YY II DD EE NN TT II TT YYSB R A N D A P P L I C AT I O NWHYVISIONINSTITUTIONAL MARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHS BRANDACTIVITIES MARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECT USAGEHOWATTRIBUTESCOLORSWORDMARKS1REBELSCRIPTSFULL LOCK-UPOVERVIEWNEWFULL LOCKUPSFull lockups allow the various athletic teams or extra-curricularorganizations to develop their own identity under the mainVestavia Hills High School brand. The lockups help promoteunity and maintain consistency across all Vestavia HillsHigh School teams or organizations by sharing a COMMONAPPEARANCE and hierarchy.SOCCEREACH ORGANIZATION BENEFITS FROM BEINGA PART OF VESTAVIA HILLS HIGH SCHOOL.BASKETBALLSOFTBALLFOOTBALL007TRADEMARKS & LICENSINGPROTECT AND PRESERVE
001002003004005005006INTRODUCTIONBRAND STORYPRIMARY IDENTITYTYPOGRAPHYNDDAARRYY II DD EE NN TT II TT YYSSEECCOONB R A N D A P P L I C AT I O NWHYVISIONINSTITUTIONAL MARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHS BRANDACTIVITIES MARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECT USAGEHOWATTRIBUTESCOLORSWORDMARKS1REBELSCRIPTSFULL LOCK-UPOVERVIEWTHE CONCEPT IS NOT LIMITED TO JUST ATHLETICS but designed for all groups, clubs, teams, etc.007TRADEMARKS & LICENSINGPROTECT AND PRESERVEACTIVITIES LOCKUPSVARIATIONS27
28001002003004005006INTRODUCTIONBRAND STORYPRIMARY IDENTITYTYPOGRAPHYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONINSTITUTIONAL MARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHS BRANDACTIVITIES MARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECT USAGEHOWATTRIBUTESCOLORSWORDMARKS1REBELSCRIPTSFULL LOCK-UPOVERVIEW007TRADEMARKS & LICENSINGPROTECT AND PRESERVEWhen developing andmaintaining a strong brandidentity, consistency is one ofthe most important factors.While maintaining the individuality of006B R A N D A P P L I C AT I O Neach element that makes up the brand,a consistent look and feel helps buildcredibility and equity that enable the brandto withstand the test of time. Additionally,consistency helps propel the brand above itscompetitors and stand out as different fromOVERVIEWthe rest. The following provide conceptsINCORRECT USAGEfor use of the brand in an appropriateUSAGE MOCK-UPSand relevant way. Additionally, visuals areprovided to show incorrect use of the brandto protect the graphic identity.
001002003004005INTRODUCTIONBRAND STORYPRIMARY IDENTITYTYPOGRAPHYSECONDARY IDENTITYN DD AA PP PP LL II CC ATAT II OONNBB RR AA NWHYVISIONINSTITUTIONAL MARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWOVERVIEWWHATVHHS BRANDACTIVITIES MARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECTINCORRECT SFULL LOCK-UPOVERVIEWINCORRECT USAGEAt no time should the Vestavia Hills High School brand elements be used in ways not outlined in this brand style guide.The following images show improper use of the brand. THIS INCLUDES CROPPING, MODIFYING, STRETCHING, DISTORTING OR AMENDING THE GRAPHICS.DO NOT DISTORT LOGOSDO NOT ADD ELEMENTSTO ANY MARKSDO NOT ALTER COLORSDO NOT CROP LOGOSDO NOTADJUST PROPORTIONSDO NOT SKEW ORROTATE ANY MARKSIf the use of a brand element is questionable, the school should approve the image prior to being printed or used.006006007TRADEMARKS & LICENSINGPROTECT AND PRESERVE29
30001002003004005006INTRODUCTIONBRAND STORYPRIMARY IDENTITYTYPOGRAPHYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONINSTITUTIONAL MARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHS BRANDACTIVITIES MARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECT USAGEHOWATTRIBUTESCOLORSWORDMARKS1REBELSCRIPTSFULL LOCK-UPOVERVIEW007TRADEMARKS & LICENSINGPROTECT AND PRESERVE007TRADEMARKS & LICENSINGPROTECT AND PRESERVE
001002003004005006INTRODUCTIONBRAND STORYPRIMARY IDENTITYTYPOGRAPHYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONINSTITUTIONAL MARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHS BRANDACTIVITIES MARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECT USAGEHOWATTRIBUTESCOLORSWORDMARKS1REBELSCRIPTSFULL LOCK-UPOVERVIEWPROTECT AND PRESERVEToPROTECT the brand of Vestavia Hills High School it is important to maintain ownership of the visual elements.The following GUIDELINES are available to establish licensing and trademark protocols:REGISTER WITH LEARFIELDPARTNERS AS A PARTICIPATINGPROGRAMIt is strongly recommended that Vestavia Hills High School contractThis new brand guideline, coupled with a partnership with Learfield Partners,with Learfield Partners to oversee all licensing of merchandise. Thisprovides an organized and professional approach for the protection of the Vestaviaprogram is free to high schools and provides a resource for the school toHills High School brand. Additionally, this method will help increase new salesreceive quarterly reports on merchandise sales and distribution of royaltyin retail stores currently not engaged in high school sports within Vestavia Hills.revenues. Learfield Partners will act as the agent for Vestavia Hills HighSchool in all situations involving retailers. This entails communicatingLicensing and royalties only involve retail merchandisers returning revenue offproper logo usage, collection of royalties, and in some cases cease andof the VHHS brand. Thus, school affiliated booster clubs and team sales mustdesist letters for vendors to stop production of unauthorized productionstill comply with the standards in the style guide but will not be subject to payand sales of officially branded merchandise.royalties in order to use the visual elements.007007MAARRKKSS && LLIICCEENNSSIINNGGTTRRAADDEEMPROTECTPROTECT ANDAND PRESERVEPRESERVE31
INTRODUCTIONBRAND STORYPRIMARY IDENTITYTYPOGRAPHYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONINSTITUTIONAL MARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHS BRANDACTIVITIES MARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECT USAGEHOWATTRIBUTESCOLORSWORDMARKS1REBELSCRIPTSFULL LOCK-UPOVERVIEW007TRADEMARKS & LICENSINGPROTECT AND PRESERVE
001002003004005006INTRODUCTIONBRAND STORYPRIMARY IDENTITYTYPOGRAPHYSECONDARY IDENTITYB R A N D A P P L I C AT I O NWHYVISIONINSTITUTIONAL MARKPRIMARY TYPEFACESCHOOL CRESTOVERVIEWWHATVHHS BRANDACTIVITIES MARKSECONDARY TYPEFACEOLD ENGLISH VINCORRECT USAGEHOWATTRIBUTESCOLORSWORDMARKS1REBELSCRIPTSFULL LOCK-UPOVERVIEW007TRADEMARKS & LICENSINGPROTECT AND PRESERVEALWAYSA REBEL.33
1 5 0 0 1 S T AV E N O R T HUNIT 99BIRMINGHAM, AL 35203KNIGHTEADY.COM
The brand is a holistic representation of the organization’s reputation. Brand guidelines are in place to provide standards for the imagery, messaging and other various tactics that are used to represent the school and its brand. Brand identity standards are continuously reviewed and upda
