Developed brand identity and creative strategy for Champions education programs that would relate to any child. An illustrated, generic Champ icon was created along with any interactive accessory the child could imagine; from skateboarders to safari searchers.
- 1. CHAMPIONSBrand IdentityWe utilize a keep it simple system in
which CHAMPIONS paves the way for all programs. This new identity
is an Kindergarten Extended Day another step in KLC School
Partnerships dedication to the success of educational programs. The
strategy is to communicate in the simplest form. To create solid
bold image - an icon that stands out among the
mass-color-mixed-visuals that compete at school. The companys
design uses a combination of icon, name and program logos across
all communications. Its simple visuals, style and strategy will
better ensure that all marketing messages are well understood by
all customers. Our success depends on consistent use of the brand
identity standards. This means we avoid new graphics or changes
(colors, shapes, etc.) that detract from customers focusing on the
CHAMPIONS brand. This goes a long way in projecting a unied image.
By speaking to all audiences as one CHAMPIONS, we can ensure that
all of our marketing investment is building equity into positioning
CHAMPIONS programs are in alignment with our business
transformation.Always use approved reproducible artwork which is
available from KLC School Partnership Marketing: 303.526.3289 or
[email protected] its simplest formAt ScIdentity
................................ Logo
.................................... Colors
.................................. Tagline
.................................. Letterset
............................... Fonts
..................................... Champ
................................. Smallest Size
......................... Space ...................................
Donts ...................................
2. IDENTITY LOGO There are three acceptable logos. 1) ICON 2)
LOGO 3) PROGRAM The CHAMPIONS logo is made up of three elements: 1.
CHAMP symbol = Icon 2. Custom-drawn font: Champions 3. Background
color association for program.(PC/MAC)Together these form the brand
identity.ICONLOGOayAt SchoolPROGRAMBlack and White Logo Best if
used for Print, Embossing Engraving, Stamps and Faxing.Only on
black and white logos does the drop shadow on Champ become a black
outline.11 3. COLOR*Each one of the CHAMPIONS service offerings is
designated by its own color, the overall CHAMPIONS brand uses all
ve program colors and PMS280, dark blue. Correct use of this
combination of colors helps to differentiate the CHAMPIONS brand
from the competition.Keep in mind color change when printing 4
COLOR.Spot color (PMS) printing is best for exact color brightness.
ActivitySignageNameBRANDStampTMPMS 280C:100| M:72 | Y:0 |
K:18.5R:0PMS 290|G:38|B:127TMPreschool / Pre-KPMS 290C:25| M:6 |
Y:0 | K:0R:204|G:204|B: 255TMPROGRAMSKindergarten Extended DayPMS
129C:0| M:15 | Y:76 | K:0R:255|G:204|B:51TMBefore and After
SchoolPMS 375C:43| M:0 | Y:79 | K:0R:153|G:204|B:0TMSummer CampPMS
101C:0| M:0 | Y:79 | K:0R:255|G:255|B:54TMTutoringPMS 2995C:100|
M:8.5 | Y:0 | K:0R:0| G:153|B:204 4. TA G L I N E ...go one better!
As Champions we dont settle for status quo nor are we satised with
the norm, striving to achieve is in our nature we ...go one better!
Only use approved logo with tagline. Tagline uses Century Gothic
Font.LETTERSET Cheryl Bailey, Marketing Director 573 Park Point
DriveGolden, CO 80401c 303.555.1212p 303.526.3289
[email protected] 303.526.7552www.klcschoolpartnerships.com573
Park Point DriveGolden CO 80401p 303.526.3289f
303.526.7552www.klcschoolpartnerships.comFor Corporate, Sales and
Education use only.Cheryl Bailey, Marketing Director 573 Park Point
Drive p 303.526.3289 [email protected] Park Point DriveGolden,
CO 80401 c 303.555.1212Golden CO 80401p 303.526.3289f
303.526.7552www.klcschoolpartnerships.com573 Park Point DriveGolden
CO 80401p 303.526.3289f 303.526.7552www.klcschoolpartnerships.comf
303.526.7552www.klcschoolpartnerships.comField Management
use.FONTSCall outs: Champions Programs, Tagline and Subheads:
Century Gothic We here at KLC School...Consistent use of fonts
enhances the impact of the visual style.Copy: Futura Medium13 5.
CHAMP CHAMP is our icon and our brands representative. CHAMP brings
our brand to life as a happy and interactive entity. CHAMP has the
ability to achieve and succeed in anything. We accessorize CHAMP to
communicate our enthusiasm about our program and activities to the
children we value. Champ guides with the condence of a peer. His
tone is spirited, fun and smart - keeping a simple approach! He
delivers a consitant message of encouragment.Illustration Examples:
The 5 activity areasTake the Challenge HomeworkImagine ThatArt,
Music, DramaSports Zone RecreationThe Nature of It. ScienceSnack
Attack NutrtionJulie Prilling DesignAll sylized adaptations to the
CHAMP icon will come from KLC School Partnerships Marketing. If
there is a particular need or idea you would like to see
implemented, please contact Marketing. ONLY USE APPROVED
ILLUSTRATIONS. 6. SIZE1.5 WIDTHIcon Logo cannot appear at a size
less than 1.5 square. Name Logo can be shown no less than 1.5 wide.
Tagline: 40% on Logo.1.5 WIDTH Go One Better...40%
WIDTHKindergarten Extended DayAt SchoolS PA C E 1/4Clear space
around ANY of the CHAMPIONS logo, icon or illustration are 1/4 on
every* communication. 2X *When used on large
format/banners/signage, all elements used in proximity to the icon
should be placed no closer than twice (2X) the width of the ICON to
create visibility.The CHAMPIONS logos are valued assets and the
equity in the CHAMPIONS brand must NOT change in any way. At
SchoolDO NOT lock up the CHAMPIONS logo with other elements Keep it
Simple!!! Avoid crowding the layout with type and images.change the
color rearrange elements condense, stretch or distort change the
proportions ofAdhering to these guidelines helps to ensure proper
usage of the CHAMPIONS Logos.se Plea k! c chechange the design
remove any words, artwork, or trademarkto any of the CHAMPIONS logo
elements.15 7. Marketing & Advertising All marketing and
advertising for both KLC School Partnerships and the CHAMPIONS
programs are managed at different levels, but all are planned and
guided by KLC School Partnerships Marketing. To ensure a consistent
brand message, all marketing must follow the brand plan and
guidelines. National and Companywide Level We develop an annual
plan that falls within an approved budget for a marketing spend.
The annual plan focuses on business growth and opportunities to
achieve that growth. Several campaigns will be launched throughout
the year in all markets; these campaigns will include supportive
collateral and specic instructions on how to execute the campaign,
all contained within a new campaign guide. The Customer Service
Manager (CSM) in your market will release all campaigns with specic
instructions; these will be shared via email, intranet, MAT calls
and other team calls.Simple as a symbol. Interactive with elements
of curSimple as a symbol. Interactive with elements of
curriculumGrassroots Level Each employee is responsible for
marketing and the growth of the business. Our business and program
offerings have many variables, so many, that often one type of
marketing or advertising doesnt work in all markets.Simple as a
symbol. Interactive with elements of curriculumWord-of-mouth is the
most effective marketing technique we have, so delivering the
promise of our brand quality is our most valuable marketing tool.
Building solid client relationships, continuous two-way
communication and effectively solving issues are a few ways to get
people praising us, and are key to building a strong word-of-mouth
campaign.KLC School Partnerships Marketing facilitates directions,
suggestions and assistance on building a successful grassroots
marketing campaign. It is mandatory that each PA develop quarterly
marketing plans to assist in reaching goals for new business
growth. Your regional CSM is responsible for assisting and
reviewing those marketing plans by offering suggestions, ideas and
guidance on how to best develop your market. Here are some of the
ways your CSM can help: Assist in planning events and ordering
promotional materials Direct you on how to advertise in local
papers and or industry publications Advise on media such as radio,
TV, Internet or outdoor advertisingEDITABLE TEMPLATES are available
for all types of collateral designed for each and every program
offering in both English and Spanish. Templates, and instructions
for their use are on the company intranet or ask your CSM. Reminder
that printing of grassroots marketing materials is paid from your
eld level marketing budgets. Questions? Please contact your
Regional CSM or email Marketing at [email protected]. 8.
Public Relations To give a clear denition: public relations
practice is the planned and sustained effort to establish and
maintain goodwill and mutual understanding between an organization
and its public. Public relations (PR) within KLC School
Partnerships is managed at different levels and is everyones
responsibility. PR has a reactive segment which attracts media
attention to an incident or event. Whether the event is good or
bad, always refer to your DM for direction on how best to handle
the situation. PR also has a proactive segment during which we make
a conscious effort to build strong community relationships through
media announcements. Please consult the KLC School Partnerships
Public Relations, Press Release and Corporate Communications Guide.
There, you can also nd the Logo CD and company intranet guidance.
If you dont have a copy, speak with your CSM.Corporate
Communications SP Press One of our primary forms of corporate
communication is the SP Press. The SP press is an educational and
informative source of news, information, events and company
announcements. The SP Press is produced bi-monthly and focuses on
the eld management audience. Also produced is the SP Press
Quarterly, it focuses on the site level audience. Both periodicals
are delivered to PA level, quarterlies are delivered by PAs to
staff. If you have news for the SP Press about successes, important
events or a story that could be valuable or interesting to your
cohorts, please submit articles and pictures to:
[email protected]. Ask CHAMP The new ASK CHAMP online open
forum provides an avenue for questions and answers regarding our
business. Email blasts will be sent to the eld management audience
with answers and advice on varied subjects. If you have questions
regarding anything to do with our business please submit them to
[email protected]. CHAMP will try to answer all questions,
answers will be published in the weekly ASK CHAMP email
blasts.Input and involvement in both the SP Press & ASK CHAMP
are greatly encouraged !17 9. Legal Logo Guidelines KLC School
Partnerships A service mark symbol (SM) always follows the word
Partnerships. It is placed at the top of the symbol to line up with
the top of the lower case s that precedes it and measures half the
height. A registered trademark symbol must always appear next to
our name in the corporate logo. It is placed after the n in
Corporation. The top of the symbol lines up with the top of the
lower case letters and is half their size. CHAMPIONS CHAMPIONS
should be followed by (TM). The (TM) is placed directly above the s
and small enough to be below the height of the n. TAGLINE should
befollowed by (SM). The superscript is placed below last letter.
Copy Guidelines In all communications--correspondence and marketing
for both KLC School Partnerships and CHAMPIONS - it is imperative
that we communicate clearly and consistently throughout our
messaging. When using either name in copy, always follow these
guidelines to ensure that we will build strong brand recognition.
Knowledge Learning Corporation School Partnerships is our business
name, always use it when referring to our business. In copy the rst
time that this company name is used on the page it should be
spelled out in its entirety; thereafter, use KLC School
Partnerships without any . CHAMPIONSTM is our business-to-consumer
name and is used when speaking to our consumer audience or when
speaking of our program offerings. When we use CHAMPIONS in copy,
it should always be in all capital letters and followed by the (TM)
symbol after the rst referencethe (TM) can be dropped in subsequent
references. When referring to the CHAMPIONS Tutoring service
offering always follow with (formally EdSolutions) the rst time it
is used in copy. Legal notice must be on all company materials 2006
Knowledge Learning Corporation Golden, CO. All Rights
Reserved.Company Processes Email To assure consistency of brand and
messaging, all email signatures should follow these guidelines: Do
not use background stationary/wallpaper No graphics, quotes or
sayings attached 7pt or 8pt font in either Futura or Century
Gothic, using either black or navy blue. An example follows: First
name Last Name Title KLC School Partnerships Street address City,
State ZIP Phone Fax Email www.klcschoolpartnerships.com *
Previously EdSolutions Use the signatureLogo.bmp le, located on the
Logo CD in the Misc le, and in either Futura or Century Gothic
font, in either black or navy blue: First name Last Name Title
Street address City, State ZIP Phone Fax Email
www.klcschoolpartnerships.com* Previously EdSolutionsFax For
presentations use the fax templates located on the Logo CD and also
on the intranet. Phone When answering the phone: KLC School
Partnerships, home of the CHAMPIONS (*previously EdSolutions), this
is-First and Last name When placing a message for voice mail: You
have reached Knowledge Learning Corporation School Partnerships,
home of the CHAMPIONS (*previously EdSolutions), and the desk of
(name, position). (Customize your messaging as you like from
here)PowerPoint You have your choice of two PowerPoint templates to
use for presentations located on the Logo CD. * For transition of
EdSolutions SES only 10. This new logo program replaces all
previously implemented designs19
