Brand Book
The LCS brand book serves as an essential guide that ensures consistency and coherence in how our school presents itself to the world. It outlines the proper usage of our logo, colors, fonts, and other visual elements that represent our identity. Using the brand book diligently is crucial in helping maintain a strong and unified image across various platforms and communications. Consistency in our branding also fosters a sense of trust and familiarity, solidifying our school's reputation as an educational institution of excellence. Thus, the LCS brand book is not just a document but a valuable resource that empowers us to effectively communicate our values and mission.
For any questions please email:
mabbee-loubert@lenawee.org
Contents
1.0 Brand Assets
A guide to the LCS identity assets and visual specifications
By using Lenawee Christian School’s visual elements, in line with the guidance provided, the brand appears coherent, consistent and appealing:
1.0 Brand Assets
1.1 Logo
1.2 Typography
1.3 Colors
1.1 Logo
The LCS logo holds immense significance as it represents our school and its values. By adhering to the guidelines for its usage, we ensure that the logo remains a powerful symbol that echoes our commitment to academic excellence, spiritual growth, and servant leadership.
Remember not to:
→ alter logo in any way
→ scale or distort the logo
→ use effects (drop shadow etc.)
1.2 Typography
Fonts play a significant role in visual branding as they convey our school's personality and values. By utilizing the designated LCS brand fonts, we ensure that our written materials, including brochures, websites, and social media posts, align with our brand guidelines and create a cohesive and recognizable identity.
Primary Typeface
Visby is the main font, thus having a wide variety of use cases: It works well in both headlines and body text throughout applications where credible, modern and time-lasting design is desired.
Visby
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789&%€
Secondary Typeface
Aleo is a great choice for body copy. It excels in applications that aim at ease of reading and legibility.
Aleo
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789&%€
1.3 Colors
Using the correct LCS brand colors is of utmost importance in maintaining a cohesive and professional image for our school. Consistently utilizing the correct colors across various platforms, such as our website, social media profiles, and printed materials, ensures that our brand identity remains recognizable and distinct. Any use of additional colors must be approved by the marketing department and can be used at their discretion.
Remember not to:
→ create own colors
→ change values/color codes
LCS Blue
PMS 293 C
HEX #215AA8
RGB 0, 61, 165
CMYK 100, 63, 0, 35
LCS Red
PMS 185 C
HEX #EB002A
RGB 235, 0, 42
CMYK 0, 100, 82, 8
White
HEX #ffffff
RGB 255, 255, 255
CMYK 0, 0, 0, 0
2.0 Best Practices
A guide on how to use all LCS brand assets and additional collateral.
By using Lenawee Christian School’s visual elements, in line with the guidance provided, the brand appears coherent, consistent and appealing:
2.0 Best Practices
2.1 Logo Application
2.2 Font Pairing
2.3 Color Usage
2.1 Logo Application
When it comes to proper logo application, there are several best practices to keep in mind. First and foremost, it is essential to maintain the integrity of the logo's design by ensuring that it is applied consistently across all mediums. This means using the correct color, sizing, and proportions. Please do not add any effects to the logo (drop shadows, outlines, etc.) Additionally, it is important to use high-resolution versions of the logo to prevent any loss of clarity or pixelation. Another crucial aspect is considering the background on which the logo will be applied. Using a contrasting and simple background will help the logo stand out and maintain its legibility.
For any questions on logo application please email:
amoore@lenawee.org
2.2 Font
Pairing
The correct usage of font pairing is of utmost importance in design and communication. Fonts play a significant role in conveying emotions, establishing brand identity, and enhancing readability. When fonts are paired effectively, they create a harmonious visual experience that captures attention and guides the reader's eye. The right combination of fonts can evoke a sense of professionalism, creativity, or elegance, depending on the intended message. On the other hand, mismatched or poorly chosen font pairings can lead to confusion, disinterest, or even misinterpretation. With the correct usage of font pairing, designers can achieve a cohesive and visually appealing result, enhancing the overall impact of their message.
Visby CF is used for Headings, Subheadings, Titles, and most applications.
Aleo is used only for body copy.
2.3 Color Usage
The correct branded color usage ensures that the brand's visual identity is maintained across various platforms and materials. Colors have the power to evoke emotions and create strong associations. Therefore, it is crucial to be mindful of properly implementing the brand's color palette. This means adhering to the specific color codes and usage defined in the brand book.
LCS Blue is great for backgrounds, image overlays, copy, etc. and should be used in most cases.
LCS Red cannot be used as a background color and should be used sparingly to highlight certain elements.
3.0 Brand Strategy
A strategy on how to position messaging through branding and brand assets.
By implementing the brand strategy our messaging will be consistent, clear, relatable, and effective.
3.0 Brand Strategy
2.1 Brand Positioning
2.2 Brand Voice
2.3 Brand Narative
3.1 Brand Positioning
Since its inception, Lenawee Christian School has consistently positioned itself as a leading provider for Christian education. With a commitment to academic excellence and spiritual growth, LCS has nurtured countless students over the years, equipping them with a strong foundation in both knowledge and faith. By seamlessly integrating a rigorous curriculum with a Christ-centered worldview, LCS has created an environment where students are empowered to excel academically while deepening their relationship with God. Through innovative teaching methods, state-of-the-art facilities, and dedicated faculty, LCS continues to pave the way for Christian education, affirming its esteemed position as a beacon of excellence in the community.
3.2 Brand Voice
Using the correct brand voice is of utmost importance for our organization. It is the distinctive tone and personality that sets us apart and enables us to connect on a deeper level. Consistency in brand voice enhances brand recognition and builds trust among consumers. It is through the right choice of words, style, and overall communication approach that a brand can establish its identity and convey its values and mission effectively. A well-defined brand voice not only helps in delivering the right message but also ensures that it resonates with the intended audience, resulting in increased brand loyalty, and audience engagement.
| We are | Description | Do | Dont's |
|---|---|---|---|
| Passionate | We're passionate about providing spiritual, academic, and overall growth to our students and those we might reach. | • Use strong verbs • Encouraging language |
• Use passive language • Be lukewarm, wishy-washy |
| Authentic | We are confident in our missions and what we do, and will provide you with the needs to grow. |
• Be honest and clear |
• Overpromise • Use marketing jargon |
| Thoughtful |
We desire a sense of belonging and create a supportive experience that extends beyond the classroom. |
• Use language directed at reader •Talk about them, rather than us • Be Invitational |
•Be exclusive • Only talk about ourselves • Be arrogant |
3.3 Brand Narrative
At LCS, our brand narrative serves as a powerful tool to convey our unique story, values, and mission. It captures the essence of who we are as an institution and differentiates us from other schools. It is a way to not tell stories about our brand, but rather talk about our brand by telling stories. By consistently sharing our brand narrative, through various channels such as social media, website, and print materials, we are able to build trust, loyalty, and authenticity among our current and prospective students, parents, staff, and alumni. Our brand narrative also provides a cohesive and compelling message that unifies our community, fostering a sense of pride, purpose, and belonging. Ultimately, LCS's brand narrative is instrumental in shaping our identity and impacting the perceptions of others about the exceptional education and Christ-centered community we offer.
At Lenawee Christian School, we understand that families who desire a quality Christian education for their children may face financial challenges or difficulty finding the right fit. We have positioned ourselves as a leading provider for Christian education and are committed to being a solution for families in these situations. Through our robust scholarship program and financial aid options, we strive to make LCS affordable and accessible to all families, regardless of their financial circumstances. Moreover, our dedicated team of educators and staff work diligently to create a nurturing and inclusive environment where each child can thrive academically, socially, and spiritually. By choosing LCS, families can have peace of mind knowing that their child is receiving an exceptional education rooted in Christian values.