visual identity guide by znr91839

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									visual identity guide




                   Fort Worth Independent School District
                            Communications Department
                                                 Fall 2008
Fort Worth Independent School District
Visual Identity Guide
TABLE OF CONTENTS

A Letter from Dr. Melody Johnson >>               3

General Information >>                            4

District Name >>                                  5

Board of Education References >>                  5

Superintendent References >>                      5

Listing Names on Programs and Brochures >>        5

New District Logo Information >>                  6

District Logo Usage >>                            7

Incorrect District Logo Usage >>                  8

Specialty Logos and Tagline >>                    9

Specific Program and Department >>                9

District Color Palette >>                         10

Typefaces >>                                      11

Templates for Everyday Use >>                     12

Official Publications >>                          12

Business Cards and Stationery >>                  12

Web Pages >>                                      13

External Constituents >>                          14

Questions and Suggestions >>                      14




FWISD Visual Identity Guide           Fall 2008    2
A Note from Dr. Melody Johnson
Dear Colleagues,

The logos, taglines, colors, etc. included in these pages are the visual
representation of the promise of the Fort Worth Independent School
District. As a District, our mission is “to provide and support rigorous
learning opportunities which result in successful completion of a quality
high school experience for all students” and these visual elements, a
portion of our brand, need to remain as consistent as the dedication to
our students. Just as one constructs a strong relationship with students
through reliable, positive interaction, an organization builds a brand in
much the same way. Thus, it is imperative that we, as a District, live up
to our promise each time people come into contact with our name, our
message, our logos…us.

It is with these ideas in mind that this Visual Identity Guide was created.
The guidelines in this manual are intended to establish, sustain and
clearly communicate this District’s distinct mission, culture, values and
aspirations. It is our hope that successful and consistent use of these
visual elements will result in increased awareness of the Fort Worth
ISD and its academic programs, stronger ties with the community, wider
appreciation for the quality of our employees and an overall better
educational experience for our students.

Please use this guide when presenting the District’s many messages and
thank you for your cooperation and support.

Sincerely,




Melody A. Johnson, Ph.D.
Superintendent, Fort Worth ISD




FWISD Visual Identity Guide                Fall 2008                     3
General Information
Vision
The Fort Worth Independent School District envisions a high performing
learning organization in which all students achieve proficiency in
rigorous standards of intellectual thought and knowledge.

Mission
The mission of the Fort Worth Independent School District is to provide
and support rigorous learning opportunities which result in successful
completion of a quality high school experience for all students.

Mailing Address
Fort Worth Independent School District
100 N. University Drive
Fort Worth, Texas 76107

Web Address
www.fwisd.org

Phone Number
817.871.2000




FWISD Visual Identity Guide              Fall 2008                   4
District Name
Value is attached to the name of our District and our communicators are
encouraged to use the name in a proper manner. On all official District
publications and printed/Web materials the first-time reference should
appear as Fort Worth Independent School District. Second reference
should be Fort Worth ISD or FWISD, but please be consistent. The name
should be treated as a singular noun because it reflects on the collective
District. When used in text, “the” is used prior to both the full name and
the abbreviations. Finally, the word “District” should be treated as a proper
noun when referring to the Fort Worth ISD. For example, “The Fort Worth
Independent School District continues to grow. The District now educates
approximately 80,000 students.”


Board of Education References
The title Fort Worth Independent School District Board of Education
should be treated as a singular noun because it reflects the Board as
a whole. The title should be capitalized. Subsequent references may be
shortened to Fort Worth ISD Board, FWISD Board, or Board. Members of
the Fort Worth Independent School District Board of Education can be
referred to as board members or trustees. Please include the office or
district represented when appropriate.


Superintendent References
All references to the Fort Worth Independent School District Superintendent,
Melody Johnson, should be capitalized. Subsequent references should be
shortened to Superintendent Johnson or Dr. Johnson. However, without
the name, use lower case, i.e. the superintendent.


Listing Names on Programs and Brochures
It is preferred that only those directly related to the program/event are
listed on any printed collateral (i.e. program or brochure), however if the
department/program chooses to thank additional administration, the
names should be listed in order of chain of command, beginning or ending
with the superintendent. If there is enough room on the printed piece, the
Board of Education should be listed as well. Please note that if the Board is
listed, the superintendent’s name follows and is no longer included in the
administration listing.
                                      Ray Dickerson, President
                              Christene Moss, Vice President, District 3
                                 Juan Rangel, Secretary, District 8
                                      Carlos Vasquez, District 1
                                      Jean McClung, District 2
                                         T.A. Sims, District 4
                                     Judy G. Needham, District 5
                                       Chris Hatch, District 6
                                     Norman Robbins, District 7
                                Melody A. Johnson, Superintendent


FWISD Visual Identity Guide                                 Fall 2008      5
New District Logo Information
The Fort Worth Independent School District, having just completed its
Quasquicentennial celebration, begins the 2008 - 2009 school year with a
new, permanent logo. The Fort Worth ISD Board of Education unanimously
adopted the logo on July 22, 2008.

The District’s “books and apple” logo, in use for twenty-two years, was
temporarily replaced by a logo designed for use in the anniversary
year featuring a representation of John Peter Smith Tree. That tree still
flourishes in the city’s Cultural District. Historically, this tree is connected
with the signing of documents that led to the creation of the Fort Worth
public school system.

Logos are a visual representation of an organization’s brand. As such, it is
designed to conjure an immediate perception, hopefully a positive one, to
the viewer. It also functions as a cultural reminder for the organization as
it pursues its mission. In our logo, the tree represents public education’s
noblest aspirations of growth and change. The apple in the tree also
provides a link to the legacy of previous District logos.

The District will use a cost effective transition method of replacing current
logos over a period of time. As new items are ordered and current stocks are
exhausted, the John Peter Smith tree logo will become more prevalent.




                                                          The John Peter
                                                          Smith Tree still
                                                          stands proud
                                                          in Fort Worth’s
                                                          cultural district.




FWISD Visual Identity Guide                   Fall 2008                        6
District Logo Usage
The Fort Worth ISD logo is the primary logo and should appear on all
official internal and external printed/Web materials in a prominent
location.

For the correct PMS colors for our District logo, please see page 10.

Versions
The primary full-color logo should be used whenever possible.
Alternatively, the all black version is the second preferred option. The
all white version of the logo should be used only when placed on a solid,
dark background.

Size
In order to ensure the integrity and readability of the logo, the logo
should be used at the proper size. The minimum size that the logo can
be used on any document is 1.25 inches in width.

File Format and Location
The logo is available in the WebMail public folders under District news.
You may also download the files from the District Web site. While JPG
and TIF files are available, if a different file format is needed, please
contact the Communications Department.




                              INDEPENDENT SCHOOL DISTRICT            INDEPENDENT SCHOOL DISTRICT


Full-color logo for           Black logo for                        White logo for use on a
use on full-color             use in black and                      solid dark background in
communication pieces          white or grayscale                    black and white or grayscale
                              communication pieces                  communication pieces




FWISD Visual Identity Guide                             Fall 2008                                  7
Incorrect District Logo Usage
                              >> Please use caution when re-sizing
                              the logo as it should never be rotated
                              or re-proportioned beyond its original
                              appearance.




                              >> The Fort Worth ISD logo should never
                              be recreated using different fonts or
                              altered in any manner, including changes
                              in color.
Independent School District




                              >> The Fort Worth ISD logo should never
                              be placed over busy backgrounds or
                              distracting images if at all possible.




                              >> Please be certain to use the correct
                              file for print in order to avoid logo
                              pixelation and blurriness.




FWISD Visual Identity Guide         Fall 2008                            8
Specialty Logos and Tagline
Specialty Logos
Building the Vision (CIP), PEAK, Teach Fort Worth, and other logos can
also be requested from the Communications Department. Please be
specific when explaining how the logo will be used so the proper file
format can be provided.




                                                                             SECONDARY SCHOOL

                        PEAK
                   public educators accelerating kids
                                                                    REDESIGN
                                                                    Fort Worth Independent School District
                                   Fort Worth ISD




“Your Future is in Our Classroom” Tagline
This is our current recruiting tagline and can be obtained on a case-by-
case basis from the Communications Department.




Specific Program and Department Logos
Superintendent-approved programs (like PEAK and Secondary Redesign)
may be eligible to receive their own logos or wordmark. However,
program representatives are asked to work with the Communications
Department to create a logo or wordmark that will not only reinforce
and complement the Fort Worth ISD brand, but also capture the mission
of the program. Please note that all program logos or wordmarks should
incorporate the official District colors.

Department logos consist of the Fort Worth ISD logo with the department
name in the official font of Lucida Bright below. In order to have this
logo created and saved as several usable file types, please contact the
Communications Department.




FWISD Visual Identity Guide                             Fall 2008                                 9
District Color Palette
The following colors should be used in order to create a consistent
“look” among all of our District communications.

In publications where secondary colors are used, these palette colors
should be dominant.


Print Color Codes

         New Day Blue                         Courage Red                       Cowtown
                                                                                Stone
  PMS 5493                           PMS 187                            PMS 7528
  CMYK: 43, 0, 14, 21                CMYK: 0, 100, 79, 20               CMYK: 0, 3, 10, 10
  RGB: 114, 174, 182                 RGB: 196, 18, 48                   RGB: 231, 222, 207

  This color celebrates              This color celebrates              This color celebrates
  our dedication to the              the courage of our Fort            our proud Fort Worth
  future of our students.            Worth ISD employees.               heritage and tradition.

Gray is also used as an accompanying color. This is achieved through an 80% black or by using
Pantone Cool Gray 11 C.



Web Color Codes

         New Day Blue                         Courage Red                       Cowtown
                                                                                Stone
  RGB: 114, 174, 182                 RGB: 153, 0, 0                     Light Stone
  HEX: 72aebb                        HEX: 990000                        RGB: 244, 238, 218
                                                                        HEX: F4EEDA
Web gray: RGB 204, 204, 204 and HEX CCCCCC.                             Dark Stone
                                                                        RGB: 193, 183, 148
                                                                        HEX: C1B794




FWISD Visual Identity Guide                              Fall 2008                                10
Typefaces
Interstate and Lucida Bright are the only sets of typefaces assigned
for the development of any Communications initiative. Other project-
specific typefaces may by used by the Communications department
on a case-by-case basis. Interstate and Lucida Bright both have a range
of weights suitable for any layout. They offer a great deal of flexibility
for the layout of headings, body copy, and captions throughout a
variety of media.


Interstate Light
Interstate Regular
Interstate Bold
Interstate Black
Interstate Light Condensed
Interstate Regular Condensed
Interstate Bold Condensed
Interstate Black Condensed

Lucida Bright Regular
Lucida Bright Italic
Lucida Bright Demibold

If you do not have access to these fonts, please use Arial and/or
Georgia typefaces.


Arial
Arial Bold
Arial Black

Georgia
Georgia Italic
Georgia Bold




FWISD Visual Identity Guide                Fall 2008                    11
Templates for Everday Use
Templates for letterhead, memos, and fax cover sheets are available in
the public folders under District news. These templates are Word files
and specific information (name, title, address, etc.) can be easily typed
in the text boxes. Also available in District news are official Power Point
templates.


Official Publications
In all official District, department or program publications, the Fort
Worth ISD logo must be used. All publications must adhere to the vision
of the branding guide in both appearance (including colors and fonts)
and language (see page 4 for specific information). For publications that
are distributed District-wide or publications that are targeted to a large
external audience, please contact the Communications Department for
branding approval.


Business Cards and Stationery
Please use the approved District vendor for printing of business cards
and stationery. Self-designed or school-designed items should not be
used. For memos and fax cover sheets at the school level, the Fort Worth
ISD logo should be placed at the bottom in an appropriate size.




FWISD Visual Identity Guide                Fall 2008                    12
Web Pages
The Fort Worth ISD is working to incorporate all related Web pages
into the District brand. Therefore, all Fort Worth ISD Web pages must
adhere to certain graphic standards. District-related Web pages are
subject to review by the Communications Department.

These guidelines are in place to insure all Fort Worth ISD related Web
pages maintain a consistent look and feel and are easily recognizable
as part of the District. Contact the Communications Department with
questions or concerns.

General Guidelines
Logos:
• The Fort Worth ISD logo must be located on all Web pages and linked
to the District homepage.
• Program or departmental logos may be used in conjunction with the
District logo. Contact the Communications Department for specific
information.

Colors:
• School Web sites will be limited to school colors.
• Departmental Web sites and pages will gain approval from the
Communications Department on an individual basis.

Fonts:
• Verdana is the preferred font for text. Recommended setting: Verdana,
Arial, Helvetica, Sans Serif. Minimum 10 point for body text, maximum
12 point.

Graphics:
• GIF and JPEG are most common formats
• Use GIF for solid colors, transparent backgrounds
• Use JPEG for photos
• Keep graphics under 100K

Usability Guidelines
• Remove frames from Web pages
• Use Cascading Style Sheets
• Use plain language, writing in “inverted pyramid” writing style
• Avoid “Click here,” use descriptive links, highlighting most important
words

The District is working to insure its Web sites are compliant with W3C
recommendations. For more information, go to www.w3c.org. Technical
requirements are forthcoming with the Share Point implementation.




FWISD Visual Identity Guide               Fall 2008                  13
External Constituents
Any organization using Fort Worth ISD facilities for its activities may
not use the Fort Worth ISD logo or image to imply co-sponsorship,
unless that is the case. The approved Fort Worth ISD logos and “One
Dream, One Team” tagline may be used in providing information
about the District. Please direct questions regarding this issue to the
Communications Department.




Questions and Suggestions
This publication was created by the Communications Department
in order to educate District employees about branding and our
visual identity specifications. If you have questions or concerns,
please contact the Communications Department at 817.871.2455 or
amanda.gann@fwisd.org. Further, if you feel there is a category that
is missing from the Visual Identity Guide, we are interested in your
input.




FWISD Visual Identity Guide              Fall 2008                  14

								
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