Brand Guide

This District's brand guide is an important component of our communications effort. In it you will find helpful information and guidelines that allow us tomaintain a more unified, consistent presence and voice for the District. The information in this guide helps clarify and amplify our brand. The Brand Guide gives detailed information relating to logo use, color palettes, grammar and style guides and even PowerPoint® presentations. All of these communications tools are a reflection of the District. Every email is an advertisement. Every social media post leaves an impression. Every banner is a billboard. We want to communicate in a manner that elevates the District’s brand and speaks to excellence in all that we do.

 

The visual identity program is composed of a system of coordinated graphic elements, including District logos, individual school logos, athletics logo, official taglines, typography and specific color palettes. The visual identity elements described within our brand guide are designed to be used for all official communications from the District. This guide also contains useful information regarding our style of communication and acceptable use of logo, terminology and abbreviations specific to The School District of University City. You will also find helpful information on a variety of other aspects of communications from acceptable practices for creating internal memos and email signatures to photography and social media. If you have any questions about the contents of this guide or need assistance, call us at (314) 290-4001 or email communications@ucityschools.org.

The School District of University City’s logo, as approved by the Board of Education, is the only name and mark that represents the District. The “Double Lion” logo has distinctive design elements that represent the District’s past, present and future. The black bar represents District’s solid foundation of community and history. The gold and black ribbons denote forward-looking movement and transformation. The “Double Lion” connects the District to the rich traditions of the City of University City.

There are three primary versions of our logo: two versions of the “Double Lion” image and a “Wordmark” logo. The stacked (vertical) and horizontal versions of the logo are both acceptable, as well as the District Logo webProfile-NoTags and District Logo No Text, to be used at the discretion of the designer but in accordance with the District Logo Brand Standards as provided in the Brand Guide. The “webprofile” without tagline is to be used for website when tagline would be illegible, but District name is still legible. The “District Logo No Text” may be used when affiliation with the District is obvious and the typography or word mark would be graphically distracting. Any exceptions to the guidelines must be approved by the District’s Office of Communications and Community Outreach, communications@ucityschools.org.

For Print Applications: Save EPS vector version to your computer; it can be inserted and resized in post publishing applications without any loss in quality. As an alternative, use the appropriately-sized JPG or PNG, knowing it will not enlarge as crisply as the EPS version. Please also note PNGs are created with transparent backgrounds where JPGs have white backgrounds. 

Logo Version	Click on format to download
Stacked Logo:	Stacked Logo: EPS (Vector) JPG (CYMK, 8x7 inch, 400 dpi) JPG (CYMK, 3.5 x 3 inch, 400 dpi) PNG (RBG, 8x7 inch, 400 dpi)
Horizontal Logo:	Horizontal Logo: EPS (Vector) JPG (CYMK, 8x1.6 inch, 400 dpi) JPG (CYMK, 3x0.6 inch, 400 dpi) PNG (RBG, 8x1.6 inch, 400 dpi)
Wordmark:	Wordmark: EPS (Vector) JPG (CYMK, 8x2.3 inch, 400 dpi) JPG (CYMK, 3.5x1 inch, 400 dpi) PNG (RBG, 350x100 pixel)
District Logo (No Text):	District Logo (No Text): JPG (CYMK, 4.25x3 inch, 400 dpi) PNG (RBG, 300x212 pixel)
webProfile (No Tagline):	webProfile (No Tagline): JPG (RBG 300x300 pixel) PNG (RBG 300x300 pixel)

A consistent graphic identity is essential to establishing a strong and familiar brand presence with our key constituencies. While standards leave room for creativity, it is very important that we all adhere to these guidelines to visually define our District in a strong, consistent manner. Logos often stand alone as the sole symbol of an institution. This means that logos should not be altered by changes in size, proportions, colors, relative relationship of design elements (the approved logo “lock up”) or by special effects. Logos must not be altered or locked up with new taglines or other design elements, which in effect would create an unofficial new logo.