Brand Guide Clarke Schools for Hearing and Speech - Updated March 2018
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Clarke Schools for Hearing and Speech
Brand Guide
This guide can be found online: clarkeschools.org/commresources 1
Updated March 2018
Table of Contents
Mission statements . . . . . . . . . . . . . . . . . . . . . . . 3
Our constituents . . . . . . . . . . . . . . . . . . . . . . . . . 4
Logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Fonts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Elements to include in all pieces . . . . . . . . . . . . . . . . 9
Image usage . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Fundraising Campaigns . . . . . . . . . . . . . . . . . . . . 12
Publications . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Online Communications Resources . . . . . . . . . . . . . 14
2
Mission Statements
Formal mission statement: Mission statement to be used with 150th materials:
Clarke Schools for Hearing and Speech teaches children who are Clarke has been teaching children who are deaf or hard of
deaf or hard of hearing to listen and talk. hearing to listen and talk for 150 years. We are proud of our
history and honor it by evolving to best meet the needs of
Daily, colloquial mission statements: children and families today through our infant-toddler, virtual
At Clarke we teach children who are deaf or hard of hearing to tVISIT, preschool, K-8, mainstream and summer programs, as
listen and talk. well as through our hearing center, comprehensive educational
evaluations and research and professional development.
Extended mission statement:
At Clarke we teach children who are deaf or hard of hearing Boilerplate / overview (with 501(c)(3) info):
to listen and talk. Children served by Clarke use advanced Clarke’s continuum of services includes Infant-Toddler Programs,
technologies, including cochlear implants and hearing aids, to Telepractice Virtual Intervention Services (tVISIT), Preschool
maximize their access to sound. We work with children and their Programs, K-8 Program, Mainstream Services, Summer Programs,
families from infancy through their teen years. Our teachers of the Clarke Hearing Center, Comprehensive Educational Evaluations
deaf, audiologists, and speech pathologists have the background, and Professional Development Offerings. Clarke Schools for
training, and experience to prepare children academically and Hearing and Speech is a 501(c)(3) nonprofit organization. As
socially for a world of limitless possibilities. Clarke children listen an IRS qualified charity, gifts to Clarke are tax deductible to the
and learn in the classroom, run and laugh with their friends on the extent allowed by law.
playground, and have lives filled with music, sports, family and
community. Most children who come to Clarke are ready to attend
their neighborhood mainstream schools by kindergarten.
3
Our Constituents
• Infants, toddlers, preschoolers and school-aged
children in Clarke programs
• Clarke alumni
• Parents, grandparents and siblings of current
students and alumni
• Listening and spoken language professionals
• Donors and foundations
• Event participants
• Event sponsors
• Board members
• Leadership Council members
• Staff
4
Logos
Clarke logos
Clarke has several versions of its logo depending on which
program is being promoted. We also have a 150th version of
the Clarke logo that will be used for the duration of the 150th
anniversary year (Oct 1, 2017-Sept 30, 2018). brandmark logotype
The brandmark (noted to the right) is referred to as the
“blossom” and can be used on it’s own as a supporting graphic
element (see bottom left of this page), but should not be used
150
YEARS
alone on a piece as the only way to identify Clarke. The blossom
represents the growth of a child. The Clarke logotype is set in brandmark logotype
Trebuchet, using custom spacing. The logotype is only used in
conjuction with the brandmark. Trebuchet should not be used
elsewhere on pieces (to avoid competing with the logotype).
When sizing the logo, be sure to do so proportionally. Do not
stretch any logo for any purpose.
Logo files
Logo art files (.EPS and .JPG formats) are located on the MOE
Server (Photo Bank>Logos folder) and also on the Clarke’s
website here: clarkeschools.org/commresources. Alternate
versions of the logo are available for single-color printing. If you
are not sure what file format to use, contact the Communications
Team for assistance.
Clarke Hearing Center
5
Logos
Campaign, event and alumni logos
Clarke has additional logos for certain events, campaigns and
groups that are used for specific purposes during the year.
Depending on the piece, these logos can stand on their own, or
be used in conjuntion with the Clarke logo, but it should be clear
via the layout which logo is primary and which is secondary.
Logo files
Logo art files (.EPS and .JPG formats) are located on the MOE
Server (Photo Bank>Logos folder) and also on the Clarke’s
website here: clarkeschools.org/commresources. Alternate
versions of the logo are available for single-color printing. If you
are not sure what file format to use, contact the Communications
Team for assistance at commteam@clarkeschools.org.
and
5K RUN
6
Fonts
Gotham is Clarke’s choice of sans-serif font and should be used Adobe Garamond Pro is Clarke’s choice of serif font and should
in headlines, and text, where a clean modern look is desired. be used in body text, where word count is longer and readability
Helvetica or Arial are the preferred substitutes if Gotham is not is key. Times New Roman is the preferred substitute if Adobe
available, . Garamond Pro is not available.
Gotham Light Adobe Garamond Pro Regular
Gotham Light Italic Adobe Garamond Pro Italic
Gotham Book Adobe Garamond Pro Bold
Gotham Book Italic
Adobe Garamond Pro Bold Italic
Gotham Medium
Gotham Medium Italic
*Please refrain from using Script/handwriting/calligraphy fonts in
Gotham Bold any collateral.
Gotham Bold Italic
7
Colors
Purple and green, along with white and gray should be used throughout all print and web designs.
Please note however, that neither the purple or green colors are ideal for large blocks of paragraph
text. A gray or other neutral is preferable for this purpose. Orange is currently being used in honor
of our 150th anniversary.
PANTONE RGB
(professional printing, spot colors) (Word documents, digital media, anything
Purple PMS 2623 on-screen)
Green PMS 369 Purple R:98 G:18 B:107
Gray: PMS Cool Gray 10 Green R:108 G:178 B:62
Orange: PMS 158 Gray: R:102 G:102 B:102
Orange: R:247 G:148 B:30
CMYK
(professional printing, full color, process)
Purple C:76 M:100 Y:0 K:30.5
Hex/HTML
(Constant Contact emails, web graphics)
Green C:65 M:0 Y:100 K:60
Gray: C:0 M:0 Y:0 K:60 Purple: #601069
Orange: C:0 M:50 Y:100 K:0 Green:#6cb23e
Light Green: #96c574
Gray: #666666
Orange: #e87722
8
Elements to Include on all Pieces
Print materials: Digital materials:
1. Clarke logo 1. Clarke logo
2. Mission statement (the version that fits the goals of your 2. Mission statement (the version that fits the goals of your
piece, usually the formal or the daily version.) piece, usually the formal or the daily version.)
3. Website URL (without the “http//www.”) 3. Link to website (usually a linked logo graphic)
4. Social media icons (Facebook/Twitter/LinkedIn/Vimeo) and 4. Social media icons linked to Facebook/Twitter/LinkedIn/
URLs where possible Vimeo
5. Address/phone number (please use periods instead of
parenthesis or slashes: 413.584.3450) and email address. In
the interest of space limits, central office contact information
is preferable to including an extension. (Development Office,
Programs Office, specific campus).
6. Please contact the Communications Team for permission to
use the toll free number.
9
Image Usage
Photos should be used prominently wherever possible to
illustrate the community of children, families and professionals
we serve. The Clarke brand is vibrant, bright and contemporary.
Print pieces should be photo-intensive and utilize a spare,
uncluttered aesthetic. Select photos that are clear and colorful.
The child should be the focus, and whenever possible, verbal
interaction should be showcased, along with the child’s
technology. Photos should display diversity of race, age and
gender wherever possible.
Photo Bank: Please use images from the photo bank, located
on the server: MOE > Photo Bank. In the photo bank, you
will find various folders with images that correlate to each of
Clarke’s locations. If none meet your needs, please contact the using a photo for the first time, always confirm with the
Communications Team at commteam@clarkeschools.org. photographer or staff member that a release is on file, or that it
was taken at a public event. Be aware that unless it is a public
Only use photos of children whose family/caregiver have event, photos that include Clarke siblings should not be used
signed the media release form (available at clarkeschools. unless they have their own release on file.
org/commresources). Programs/locations/departments are
responsible for tracking who does not have a signed release If any children are wearing nametags that appear in photos
on file and making sure they do not submit/upload photos of used on materials, both first and last name should be erased
students who cannot be featured in Clarke materials. When or blurred.
10Events
• Clarke Buddies Meet-ups, Northampton and Boston, MA
• Parent Education Series, Jacksonville, FL
• Kilwins Ice Cream Run, Jacksonville, FL
• Clarke’s Listening Walk at the Zoo and 5K Run, Philadelphia, PA
• Clarke’s Listening Walk at the Zoo, Mendon, MA
• Clarke’s Listening Walk at the Zoo, New York, NY
• Clarke Family and Friends Ice Skating Event, Amherst, MA
• Commencement Ceremonies, All locations
• Clarke Summer Camp, Easthampton, MA
• Frost Valley Summer Camp, Claryville, NY
• Summer LSL (Listening and Spoken Language) Program, Jacksonville, FL
• Conference on Mainstreaming Students with Hearing Loss, Marlborough, MA
Link to more information: clarkeschools.org/events
11Fundraising Campaigns
• Spring Appeal
• Fall Appeal
• GivingTuesday, #MakeSomeNoise
clarkeschools.org/givingtuesday
• Valley Gives
clarkeschools.org/valleygives
• Clarke’s Listening Walks
clarkeschools.org/listeningwalk
• Kilwins Ice Cream Run
clarkeschools.org/icecreamrun
• Sponsor a Child
clarkeschools.org/sponsorachild
• 1867 Society
clarkeschools.org/1867society
• John Clarke Society
clarkeschools.org/plannedgiving
12Publications
• Clarke Speaks // Annual magazine
• Clarke Connection eNewsletter // Bi-monthly eNewsletter to list of 13,000+ emails
• Mainstream News // Quarterly printed newsletter, also posted online
• Clarke Corner // Article series in Hearing Health Magazine
• Hear Me Out Blog
• Link to more information: clarkeschools.org/publications
13Online Communications Resources
• Communications Tools and Resources • Clarke Videos
clarkeschools.org/commresources clarkeschools.org/videos
• Style Guide • Flickr Photo Albums
clarkeschools.org/commresources flickr.com/clarkeschools
• Stationery, Envelope and • Facebook
Business Card Order Form clarkeschools.org/fb
clarkeschools.org/stationery
• Twitter
• Social Media Submission Form clarkeschools.org/twitter
clarkeschools.org/socialmedia
• LinkedIn
• Fast Facts Documents clarkeschools.org/linkedin
clarkeschools.org/commresources
• Vimeo
• Clarke Logos clarkeschools.org/vimeo
clarkeschools.org/commresources
• Youtube
• Clarke Photo Albums youtube.com/clarkeschool
clarkeschools.org/photos
14You can also read
