Brand Guidelines
UPDATED JAN26
CONTENTS
Introduction ............................................................................................. 02 Vision .......................................................................................................... 03 Mission . ...................................................................................................... 04 Core Values . ............................................................................................ 05 Core Beliefs ............................................................................................. 06 Logo ............................................................................................................. 07 Color ............................................................................................................ 10 Typography .............................................................................................. 12 Supporting Graphics .......................................................................... 15 Photography ........................................................................................... 16 Brand Architecture .............................................................................. 17 Voice ............................................................................................................ 18 Boilerplate Language ......................................................................... 19 Key Terms & Grammar ....................................................................... 21 Staff Resources ..................................................................................... 22
www.newvisions.org/MarComm
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INTRODUCTION
We are all ambassadors for New Visions. Using these guidelines ensures that you are representing New Visions in a consistent and impactful way. The story of our work is critical and complex. The vision that drives us is powerful and important. Expressing that clearly to the world begins here, with great branding.
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VISION
All students have access to public schools that prepare them to thrive academically, socially, and as engaged members of society.
A short sentence that is our ‘true north’, it is intended to be highly aspirational and to create a shared sense of purpose.
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MISSION
New Visions builds systems to reduce educational inequity and expand opportunities for students in public schools.
Our mission statement is the cornerstone of our identity. It succinctly captures our core purpose and the ambitious vision that guides all our work.
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CORE VALUES
Attention to Detail: We sweat the small stuff. Collaboration: We involve all stakeholders in developing and implementing solutions. Commitment to Equity: We prioritize reducing historical inequities in educational outcomes. Empathy: We are educators supporting educators. Innovation: We approach challenges boldly and creatively, but also practically.
Core Values are aspirational values that we work toward together as an organization.
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CORE BELIEFS
Core Beliefs help external partners understand what drives our work in the education sector.
We believe in the power of public schools.
We believe that our current public school system still too often reproduces rather than interrupts inequity.
We believe that addressing the challenges schools face means paying attention to how schools actually work.
We believe that improvement happens through consistent action over long periods of time - not through quick fixes.
We believe that explicit attention to building strong organizational systems is key to sustained school improvement.
We believe that people working in schools need professional, high- quality tools and resources to effectively do their jobs.
We believe in being data-informed, but human-centered.
We believe that lasting change requires collaboration with students, families and communities.
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LOGO
The New Visions’ logo is a striking combination of our name and a three- color V symbol which suggests forward momentum, growth, and uplifting movement. The primary lockup is the combination of the symbol and a specially designed word mark for the name “New Visions for Public Schools.” Always use the original and approved art, never alter any aspect of it. Do not attempt to redraw or recreate the lettering using computer fonts. Primary Lockup The primary lockup is the combination of the symbol and word mark in a horizontal lockup. Alternate Vertical Lockup The vertical lockup is an alternate version of the logo and should be used when a larger symbol is desired. It’s used most commonly on promotional items such as water bottles and tote bags.
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LOGO
An alternate version of the logo has been developed for instances where the logo needs to appear in small sizes. Use this version for all situations when the symbol height is less than .5” high. Primary Logo/Small Size For use only when symbol height is .5” (48 pixels) or less but no smaller than .25” high. Vertical Logo/Small Size For use only when symbol height is .625” (55 pixels) or less but no smaller than .375” high.
.5”
.25”
Our new logo files will have “SMALL’’ in the file name so it is clear to tell them apart.
.5”
.375”
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LOGO
Construction & Clear Space To ensure its integrity and visibility, the logo should be kept clear of competing text, images, and graphics. To create maximum impact, keep the space around the logo free from other text, graphics, photos, and the trim edge of a printed piece. Minimum clear space on all sides of logo is equal to the height of two “N”s in “New Visions”.
More than the minimum clear space is encouraged.
Symbol Our symbol should be used as a
social media icon, or in applications with smaller real estate, such as caps, buttons, etc. The symbol should never be smaller than .375”
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COLOR PALETTE
The Core Colors The New Visions core color palette will be limited to 11 colors. Use this color palette for everyday materials and presentation documents, as well as in professionally designed materials. Color Ratio While working on designing digital or physical collateral, consider your color choices in a complete package. The New Visions brand leads with the main Primary Blue and uses all other colors to complement the composition.
Primary Blue
Red
Purple
HEX #4765FF RGB 71/101/255 CMYK 80/35/0/0 PMS: 2125C
HEX #FF283E RGB 255/40/62 CMYK 0/94/74/0 PMS: 1788C
HEX #AA61FF RGB 170/97/255 CMYK 42/65/0/0 PMS: 265C
Teal
Navy
Green
Yellow
HEX #21CCC3 RGB 33/204/195 CMYK 55/0/24/0
HEX #0E147F RGB 14/20/127 CMYK 100/95/6/16
HEX #56C870 RGB 86/200/112 CMYK 57/0/44/22
HEX #FFE149 RGB 255/225/73 CMYK 2/8/83/0
Light Gray
Periwinkle Blue
Charcoal
Gray
HEX #E0E5FF RGB 224/229/255 CMYK 12/10/0/0
HEX #71717A RGB 113/113/122 CMYK 58/50/42/10
HEX #B2BCC3 RGB 178/188/195 CMYK 9/4/0/24
HEX #E4E4E7 RGB 228/228/231 CMYK 9/7/5/0
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TINTS & SHADES
#cfd0e5
#6e72b2
Tints and shades are reserved for representing data, ensuring consistency and clarity in our visual communication. Color play a pivotal role when representing data, utilized effectively, they illuminate data relationships, highlight key points, and reinforce our brand’s identity. However, misuse of color can overwhelm, confuse data, and deviate from our brand’s cohesive standards. Within our palette, colors are organized vertically. The primary brand color anchors each set, with lighter tints above and darker shades below.
#3e4399
6b85ff
#0e147f
#ff283e
#354cbf
#bf1e2f
#8049bf
#0b0f5f
#553180
#80141f
#070a40
#243380
#e3e3e4
#ddf4e2
#d3f5f3
#aaaaaf
#9adea9
#7ae0db
#8d8d95
#78d38d
#4dd6cf
#21ccc3
#56c870
#71717a
#55555c
#56c870
#199992
#bfa937
#39393d
#2b6438
#116662
#807125
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TYPOGRAPHY
Sanchez ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Figtree ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Lato ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Display/Header Typeface Sanchez Figtree Bold
Body Copy Typeface Figtree Lato (primarily used for Portal branding)
Figtree Download Sanchez Download Lato Download
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TYPOGRAPHY
Sanchez should be used for high-level messaging
Our typefaces are flexible and can be used in a variety of ways. The examples here provide a general guideline on how to use our typefaces to maximize legibility and aesthetic appeal.
Headlines or Large Text Sanchez
Emphasis can be accomplished with Figtree Bold, used sparingly and only when necessary.
Sub-headers Figtree Bold
When creating content for the Portal Lato should be used in place of Figtree.
Followed by Longer bodies of text, which can be set in Figtree Normal. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer mollis mattis tellus. Vivamus mattis risus set convallis sollicitudin. Itatias int qui vent odis ratet odipideles dollatios dollorrovolupiene pedit omnihic idusciusaped eos con remporu ptiunt audis etquati omnihil litibusam ut et moditetus esed quatus eos nonsequos autent harum quis dunt eos nus ulparum sitatem olorepu damendic temunt, pe nis reratur?
Body Copy Figtree Regular
“Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer mollis mattis tellus. Vivamus mattis risus set convallis sollicitudin.”
Quote Figtree Medium Italic Byline Figtree Regular, All Caps
AUTHORS NAME
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When creating print and digital content, the intent should be that the piece is accessible for all individuals. The Web Content Accessibility Guidelines (WCAG) should be taken into consideration with a goal of meeting Level AA. The following color combinations meet accessibility standards when using text 18 pt or smaller. TYPE & COLOR COMBINATIONS
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SUPPORTING GRAPHICS
Icons are used to represent concepts in a graphic manner. You can find these icons on the last slide of the NVPS slide deck template.
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PHOTOGRAPHY
Photography should be bright, genuine and diverse, featuring students, educators, staff, and principals both in and out of the classroom. Our goal is to capture inspiring images that demonstrate the learning process (for both students and educators), student teacher engagement, and the impact of New Visions’ work in school systems. The style of images will flow naturally depending upon the story. However, we do encourage the following:
• unusual angles
• iconic, fresh, and modern portrait styles
• stark-colored backgrounds
• a multitude of expressions (serious, smiling, looking away from the camera) • intentionally leaving room to work type into an image (i.e., on a classroom wall or the sky above someone’s head) • Detail shots- Tighter shots of interesting details in a school (student work, spines of books, a backpack with buttons on it) can also help add color to a story.
You can find approved images at newvisions.org/Bynder reach out to Kerrianne at keames@newvisions.org if you need access.
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BRAND ARCHITECTURE
Grant Funded Initiative Logo Examples:
Partnership Logo Examples:
As we approach each initiative, partnership, tool, or program, our goal is to maintain a clear and consistent brand connection to New Visions, thereby strengthening our brand identity. Since our audiences may not always be distinct, and partnerships often involve overlapping identities, we aim to design these combinations with as much consistency as possible. Grant Funded Initiatives Projects funded by grants often feature lengthy names, leading to the use of an acronym logo paired with a distinctive icon to symbolize and represent this initiative. The New Visions symbol or full logo should also be present on the collateral alongside these logos. New Visions Programs Any department programs or projects that need a branded unique logo, a combination of a symbol and a custom-designed ‘wordmark’ for the name will be created. Partnership Logos Logos that incorporate both the New Visions and partner branding elements, forging a distinct identity that can be utilized by both parties. The New Visions symbol or full logo should also be present on the collateral alongside these logos.
Program Logo Examples:
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VOICE
A consistent voice brings to life the best of who we are, makes us memorable, and creates a meaningful connection.
Smart/Insightful • Use data points
Empowering • Use language that is inspiring and motivating
Optimistic • Look ahead to goals and areas of growth
Direct • Include clear calls to action
Inclusive • Use language that is authentic and represents our diverse community
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BOILERPLATE LANGUAGE
New Visions for Public Schools drives systems-level change to increase educational equity across New York City and beyond.
New Visions works in partnership with educators and communities to improve student outcomes at scale. This work includes custom- built school management and student planning software, high-quality instructional materials, professional learning for educators, and career and college preparatory programs.
With over 35 years of experience and impact, New Visions is nationally recognized as a leader in large scale educational improvement.
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BOILERPLATE LANGUAGE BY DEPARTMENT
Portal: The Portal by New Visions is a student planning and school management software that leverages data to empower the work of schools and their partners. This creates transparency across the classroom, school, district, and service providers to ensure students are supported at every level. Affinity School Support Network: In a unique partnership with New York City Public Schools, New Visions serves as a lead partner to 71 schools, providing comprehensive professional development for educators, curriculum, program design support, and school leadership coaching. This collaboration creates a vital innovation space within the large, traditional NYC public school district, driving impactful approaches to teaching and learning. Curriculum & Instruction: New Visions creates full-course instructional materials, and leads curriculum-based professional learning across New York City and beyond to achieve exceptional instruction in every classroom. Community Engagement & Postsecondary Pathways: New Visions works with schools to ensure that students receive high-quality support to pursue college and careers. We also design and implement scalable models of work- based learning so students can discover their interests and develop essential career skills through direct engagement with employers.
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KEY TERMS & GRAMMAR
Use numerals. Ex: “6” instead of “six”
Use the Oxford comma Ex: “We believe in justice, equity, and truth.”
For dates use day of the week, month, and date Ex: Tuesday, March 21
Use “Multilingual Learners” Instead of “English Language Learners”
Use “Postsecondary” one word without a hyphen
Use SEL: “ social emotional learning ” instead of “social-emotional” or “Socio-emotional”
Use “Educators” instead of School staff/leaders “Students” instead of “scholars”
Use “Black” and “Latinx” instead of “Black” and “Brown”
Use “Caretakers” or “Guardians” instead of “Parents”
Use Earth & Space Science with an ampersand instead of “and”
Use Affinity School Improvement Network for affinity schools in all external communications
When referring to the Portal, the following terms should use title case:
• Data Grid
• Credit Gaps
• Supports
• Regents Plans
• Graduation Plans
• Regents Prep
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STAFF RESOURCES
Bynder (digital asset management system): newvisions.org/Bynder Requires a log in, reach out to Kerrianne at keames@newvisions.org for access
MarComm website: newvisions.org/MarComm
For MarComm Support: MarComm Request Form
Share an event/resource/content: Social Media Request Form
Use our Branded Templates! You can access templates directly from your Google Drive. In Google Drive, click “ + New ” (top left), choose Docs or Slides, and then select “ From a template ” (arrow to the right). You’ll find the New Visions templates in the gallery.
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