Admiral Farragut Academy's Graphic Standard

AFA 1

Admiral Farragut Academy Standards Manual

v 1 | October, 2008

This manual is the result of a detailed study of publications created for Admiral

Farragut Academy prior to September 2008. The manual sets guidelines for the

consistent use of the school name, logos, colors, typography, and paper stock

Table of ContentsAFA 2

Logo Guidelines6 Formal Logo

7 School Crest

8 Logo Size Restrictions for Print

9 Logo Size Restrictions for the Web

10 Control Area Recommendation

11 Logo Bleed Area Recommendation

12 Positive Format Recommendation

12 Reverse Format Recommendation

13 Positive Format Recommendation for Crest

13 Reverse Format Recommendation for Crest

14 Incorrect Usage

School Logo Tags16 Division Tags

17 Department and Event Tags

18 Address Tag Recommendations

Typography20 Typography and Typesetting

20 Definitions / Terminology

21 Headline Typeface Recommendations

22 Body Typeface Recommendations

23 Substitute Typeface Recommendations

24 Hierarchy of Typeface Recommendations

Color and Imagery26 Color Definitions / Terminology

27 Secondary Color Palette Recommendations

28 PMS / Process Usage

29 Imagery Usage

30 Size / Quality Photo Requirements

Paper Specifications32 Paper Specification Recommendations

Athletics34 Athletics

Digital File Explanation36 Digital File Explanation

Office Communications38 Office Communications


How to Use

On the following pages you will find a thorough explanation of the basic elements which comprise the Admiral Farragut Academy identity

program. Each section has specific guidelines that, when followed, will maintain consistency throughout the brand. This book should be

presented to all department heads and used as a reference guide when any materials are produced involving the Admiral Farragut

Academy brand.

This book can also be used as a means to check Admiral Farragut Academy brand materials produced by third-party vendors.

All examples of how to use the school brand can be found in the School Brand folder on the publicly accessed school network. There you will find

specific templates for school logos, letterhead, event programs, event posters, cover sheets, internal memo sheets, and school newsletters. If you

have any questions about how to best implement the new brand into your application, please contact the school brand manager.

In the event that any branding materials are created without using the pre-configured electronic files found on Admiral Farragut Academy’s

identity program disk, please use the settings and guidelines supplied on the following pages.


Integrity of Admiral Farragut Academy

Consistent use of the school name is as important as the graphic representation of the logo. Below are some guidelines to preserve the integrity

of the school name.

Admiral Farragut AcademyThis is the name of the school and should be used in most circumstances. This is how the school name should be presented when communicating

in any formal and/or external way, including event programs, Web site content, professionally printed material, press releases, and marketing

materials. When addressing large audiences in print or orally, the school name should be presented this way. In print, the school name in any

heading or any formal document should be presented with the standard font and logo as outlined in the following pages.

AFA This abbreviation is a more casual presentation of the school name, reserved for smaller, more routine, internal uses, including e-mail, eNotify

schedule updates, some Friday e-mail content, and some routine parent newsletter content. AFA should generally not be used in the heading of

any external communication.

Inappropriate Presentations of the School NameThere may be inconsistent presentations of the school name externally, including school cancellations on television news channels and print

references (despite our correct submission). We need to build up the integrity of the school name by maintaining consistency every time we have

the opportunity to make another impression about the school. Inappropriate presentations of the school name include:

Admiral Academy ❱

AF Academy ❱

Farragut Academy ❱

Logo guideLines

Logo GuidelinesAFA 6

Formal Logo

Central to a graphic identity is the logo. This logo symbolically reflects the commitment Admiral

Farragut Academy has to the integration of naval and military structure, as well as its status as

an institution deeply rooted in historic and patriotic values.

In order for the logo to retain its integrity and value to Admiral Farragut Academy, it is essential

that it be used consistently. It may not be altered.

This is the primary logo to be used in the everyday life of the institution.

No color combinations other than the approved configurations here may be used without

approval from Admiral Farragut Academy’s brand manager.

Uses include: admissions materials, letterhead, business cards, event programs, and newsletter

headings throughout each department, division, and event within the school.

In order to build a consistent brand presence, it is imperative that only approved artwork included in these guidelines is used whenever presenting the logo.

See Logo Size Restrictions to determine the correct sizing and format of the logo.

File identifier AFA-process-U-Horiz


School Crest

The school crest is to be used only in certain situations where a graphic school logo is needed.

Color, control area, positive, and reverse formats all follow similar rules that apply to the formal

logo. No color combinations other than the approved configurations shown here may be used

without approval from Admiral Farragut Academy’s brand manager.

The school crest should not be used as a replacement for the formal logo. The school crest

should also not be used directly with the formal logo on the same page. If the school crest is

used within close proximity to the formal logo, the crest should be a smaller size, or used as a

watermark to avoid overpowering the formal logo.

Uses include: admissions materials, business cards, event programs, newsletters, graduation

diplomas, and the raised seal for official documents. Approval of brand manager is required.

See Logo Size Restrictions to determine the correct sizing and format of the logo.

In print applications, the color logo requires either four-color process logo or a Pantone Matching System Color logo. Before using a logo in a project, please be aware how the project will be printed and use the appropriate logo. See PMS / Process Usage for correct usage.

File identifier AFA-process-U


Logo Size Restrictions for Print

Proper logo size is vital in maintaining readability, as well as ensuring a consistent look

throughout the brand. Make sure the logo is applied at a confident size. This means the logo

should never be overpowering (too large) or understated (too small) for the application. In

general, for print materials, the formal logo should be sized between 3” and 5” wide. The formal

logo should never print smaller than 1 3/4” wide in horizontal format. There may be some

instances where the logo will be needed at a smaller size than 1 3/4” wide. If this is the case, use

the vertical formal logo.

Preferred SizeThe formal logo looks best between 1.75” and 4” wide, as illustrated. The school crest looks best

between .6” and 1.5” wide, as illustrated.

Size LimitThe Admiral Farragut Academy formal logo should never be smaller than 1.75” wide. The Admiral

Farragut Academy school crest should never be smaller than .6” wide.


File identifier AFA-process-U AFA-process-U-Horiz

.6”

1.75”

4”ideal size

smallest size

smallest size

1.5”ideal size

.5”smallest size


Logo Size Restrictions for the Web

Proper logo size is vital in maintaining readability, as well as ensuring a consistent look

throughout the brand. Make sure the logo is applied at a confident size. This means the logo

should never be overpowering (too large) or understated (too small) for the application. In

general, for Web design, the logo should be sized somewhere between 250 and 400 px wide. The

school crest should never be displayed smaller than 100 px wide. There may be some instances

where the formal logo will be needed at a smaller size than 250 px wide. If this is the case use

the vertical formal logo.

Preferred SizeThe formal logo looks best between 250 and 400 px wide, as illustrated. The school crest looks

best between 100 and 200 px wide, as illustrated.

Size LimitThe Admiral Farragut Academy formal logo should never be smaller than 250 px wide. The

Admiral Farragut Academy school crest should never be smaller than 100 px wide.


File identifier AFA-Web

100 px is the minimum width

400 px is the ideal width

(Not actual size. The size of Web logo will vary depending upon the user’s screen resolution.)

200 px is the ideal width

250 px is the minimum width


Control Area Recommendation

To ensure the logo is presented with maximum impact and clarity in all communications, each logo is surrounded by a clear space known as

a “control area,” as demonstrated above. The control area is defined in “x” units. No type or other graphic elements that detract from the logo

are allowed to intrude into this space. If there is no alternative but to have type, photos or other graphics intrude into the control area, please

contact Admiral Farragut Academy’s brand manager.

1/2 x

1/2 x

x

x

x

x


.25”

.25”

Logo Bleed Area Recommendation

The Admiral Farragut Academy logo must always be situated in a clear readable location. The logo should have at least .25 inches of clear space

on all sides.


0% black (white) background 0% black (white) background

100% black background

Positive Format Recommendation

The positive format for the Admiral Farragut Academy logo prints in any of the approved color configurations from the color and imagery section.

This version of the Admiral Farragut Academy’s logo is to be used when the background on which the logo is printed has a tonal range of 0% to

59% (0%–white, 100%–black).

Do not attempt to create original art for the Admiral Farragut Academy. Camera-ready art for all logos is available from Admiral Farragut

Academy’s brand manager.

Reverse Format Recommendation

This version of the logo is to be used when the background on which the logotype is printed has a tonal range of 60% to 100% (0%–white,

100%–black).

Do not attempt to create original art for the Admiral Farragut Academy. Camera-ready art for all logos is available from Admiral Farragut

Academy’s brand manager.

100% blue background

(Any situation in which the logotype is presented in any color of the approved palette or black.)

(Any situation in which the logotype is presented in white.)


Positive Format Recommendation for Crest

The positive format for the Admiral Farragut Academy logo prints in any of the approved color configurations from the color and imagery section.

This version of the Admiral Farragut Academy logo is to be used when the background on which the logo is printed has a tonal range of 0% to

59% (0%–white, 100%–black).

Do not attempt to create original art for the Admiral Farragut Academy logo. Camera-ready art for all logos is available from the Admiral

Farragut Academy’s brand manager.

Reverse Format Recommendation for Crest

This version of the logo is to be used when the background on which the logotype is printed has a tonal range of 60% to 100% (0%–white,

100%–black).

Do not attempt to create original art for the Admiral Farragut Academy logo. Camera-ready art for all logos is available from the Admiral

Farragut Academy’s brand manager.

0% black (white) background 0% black (white) background

(Any situation in which the logotype is presented in any color of the approved palette or black.)

(Any situation in which the logotype is presented in white.)

100% black background 100% blue background


Incorrect Usage

These examples illustrate a number of incorrect uses and are not intended to be a complete list. Never apply these examples. We are building

brand consistency and awareness across all parts of the school. We are intentionally focusing all parts of the school behind the effort of

strengthening school identity. Introduction of any additional logos dilutes the effectiveness of this effort. As such, we are not approving any

logos other than the standard school logos.

schooL Logo Tags

School Logo TagsAFA 16

Division Tags

The primary identity will consistently be the school identity, with the name and logo presented with primary emphasis. Secondary emphasis

will be given to the division, department or event. This page gives appropriate presentation of the individual schools: Upper Division, Middle

Division, Lower Division.

Upper Division

Middle Division

Lower Division

Kievit Book italic


Department and Event Tags

Primary emphasis will consistently be given to the school, with secondary emphasis placed on the department or event, as illustrated above:

Office of the Headmaster and Naval Science.

Office of the Headmaster

Naval Science

Kievit Book italic


Address Tag Recommendations

For consistency, all address tags should follow the same format for mailings and other printed collateral relating to the Admiral Farragut Academy.

The tag should be set using Anziano regular font.

501 Park Street North, St. Petersburg, FL 33710

Tel: 727.384.5500 Fax: 727.347.5160

E-mail: [email protected] Web: www.farragut.org

501 Park Street North St. Petersburg, FL 33710

Mailing address only

Mailing address with all contact information

Typography

TypographyAFA 20

Typography and Typesetting

For consistent professional presentation, Admiral Farragut Academy brand fonts are detailed in the following pages.

Primary headline font: Kievit Medium

Primary body font: Anziano

If these are unavailable,

Secondary headline font: Verdana Bold

Secondary body font: Times New Roman

The typography guidelines that follow are crucial for all visual materials associated with Admiral Farragut Academy. Each setting and

specification have exact circumstances and relationships to each other and must be followed at all times.

Definitions / Terminology

Typography: The type faces, families, and numerical settings used to implement the Admiral Farragut Academy identity program.

Readability: A term used to measure the eye’s ability to read a word, phrase or sentence from start to finish.

Legibility: A term used to describe the ability to identify an individual typographic character.

Type Hierarchy: Specific type usage, drawn from the primary and secondary type families.

Leading: A term used to describe the spacing between lines of type.

Kerning: A term used to describe the spacing between individual characters.

Ligature: Two or more letter forms that are written or printed as a unit to increase readability. Example: fi becomes fi, fl becomes fl, ffi, ffl.

TypographyAFA 21

Headline Typeface Recommendations

Admiral Farragut Academy identity system’s headline typeface is the Kievit family. This typeface should be used when typography accompanies

the logo. Follow the guidelines on the following pages to maintain consistency in typographical hierarchy. See the Substitute Typefaces page if

the Kievit family is not available for in-house publishing or Web use.

Kievit Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890-!@#$%&{}=?;.

Kievit Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ


1234567890-!@#$%&{}=?;.

Kievit Book ABCDEFGHIJKLMNOPQRSTUVWXYZ


1234567890-!@#$%&{}=?;.

TypographyAFA 22

Body Typeface Recommendations

Admiral Farragut Academy identity system’s body typeface is the Anziano family. This typeface should be used when typography accompanies

the logo and a serif font is needed to supplement the Kievit family. Follow the guidelines on the following pages to maintain consistency in

typographical hierarchy. See the Substitute Typefaces page regarding web use or if the Anziano family is not available for in-house publishing.

Anziano ABCDEFGHIJKLMNOPQRSTUVWXYZ


1234567890-!@#$%&{}=?;.

Anziano Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ


1234567890-!@#$%&{}=?;.

TypographyAFA 23

Substitute Typeface Recommendations

The Kievit family of typefaces may be substituted by the Arial families for headline copy when Kievit is not available during in-house publishing

only.

The Anziano family of typefaces may be substituted by the Times New Roman family for body copy when Anziano is not available during in-

house publishing only.

All hired agencies should use Kievit and Anziano fonts in all printed pieces.

The Anziano family is not a Web-friendly font. Therefore, the font family Arial should be used on the Web for both the headline and body copy

font.

Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-!@#$%&{}=?;.

Times New Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-!@#$%&{}=?;.

Arial (web only) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-!@#$%&{}=?;.

(for in-house and Web use only)

TypographyAFA 24

Hierarchy of Typeface Recommendations

The example below demonstrates how to utilize the primary and secondary typefaces together in advertising and literature. The relationship

these typefaces share is an important element in maintaining the consistency of the Admiral Farragut Academy brand.

The sizing and styles of this hierarchy format are set for optimum legibility and readability.

Body copy should always be represented in the primary typeface. Paragraphs should be separated by spacing rather than indentations. Text

should generally be left justified. Hyphenation should be turned off whenever possible. Ligatures should be turned on.

Space Between Words

“ The sole reason for spaces between words is to help the reader to recognize individual word shapes. The space should be the minimum to fulfill this task, commonly stated as the width of an i.”

Additional SpacingClose, consistent word spacing will make it easier for the eye to smoothly skip along a line of

text with minimal pauses. Visually, a page of text should appear as an orderly series of thin,

horizontal, evenly textured lines, separated by channels of clear space. If the setting is loose,

there is a tendency for the texture of these lines to appear uneven, fractured, and, in the worst

cases, broken.

OverviewComprehension will certainly be impaired if the type cannot keep the reader’s eye on the line,

and a tightly spaced line will greatly help.

The bullet styles should look like this:

Close, consistent word spacing ❱

If the setting is loose, there is a tendency for the texture of these lines to appear uneven ❱

* Exer sisi. Ipsummy nim iure magnisisim etue conullaortio erat velisl ea aliquat, consequisse magnim zzriusto core cortio od do delenim dolortisi el dolore miniamet

h1 Kievit Medium

Point Size 20 pt Leading 24 pt Kerning 5 pt Space After .3 in

h2 Kievit Medium

Point Size 13 pt Leading 13 pt Kerning 5 pt Space before 0.125 in

caLL ouT Anziano Italic

Point Size 15 pt Leading 18 pt Kerning 5 pt Space after .2 in

Basic paragraph Anziano

Point Size 10 pt Leading 15.5 pt Kerning 4 pt Space After .065 in

h3 Kievit Medium Italic

Point Size 10.5 pt Leading 13 pt Kerning 4 pt Space After .0 in

FooTnoTe Kievit Book

Point Size 7.25 pt Leading 9 pt Kerning 4 pt Space After .065 in

BuLLeTs Anziano

Point Size 10 pt Leading 15.55 pt Kerning 4 pt Space After .03 in

coLor and imagery

Color and ImageryAFA 26

Color Definitions / Terminology

pms / panTone: A value of color. Most commonly used in 1-, 2- or 3-color printing or as a supplement to the CMYK process.

For more information visit www.pantone.com.

cmyK: Cyan, Magenta, Yellow and Black — a 4-color printing process using pigments, each with values from 0–100.

rgB: Red, Green, Blue — 3-color scheme used in reproduction of colors on screens using light. Used in reproduction of graphics for the Web.

heX: a 6-digit value used to recreate colors in an HTML environment.

Primary Color Palette Recommendations

soLid process cmyK rgB heX

Black - - 0, 0, 0, 100 0, 0, 0 #000000

Blue 540 C DS 213-1 C 100, 75, 15, 30 0, 50, 91 #00325b

540 U DS 213-1 U 100, 75, 15, 30

Yellow 129 C DS 5-4 C 0, 10, 100, 0 245, 207, 71 #f5cf47

107 U DS 5-4 U 0, 10, 100, 0


Secondary Color Palette Recommendations

soLid process cmyK rgB heX

Light Blue 5425 C 213-7 C 40, 10, 5, 20 126, 153, 170 #7e99aa

5425 U 213-7 U 40, 10, 5, 20

Lighter Blue 5435 C 213-9 C 20, 3, 3, 15 168, 187, 198 #a8bbc6

5435 U 213-9 C 20, 3, 3, 15

Cool Grey Cool Grey 2 326-9 10, 3, 5, 0 226, 330, 232 #dee6e8

Cool Grey 2 326-9 10, 3, 5, 0


PMS / Process Usage

In printed applications, graphics require either 4-color process or PMS (Pantone Matching System) solid colors. Four color process also known as

CMYK, refers to printing using Cyan, Magenta, Yellow and Black inks. This process is typically used when color photos or multicolored graphics

are involved in the design. PMS or spot colors may be used when printing with less than four colors to minimize printing costs.

It is important to use the correct color version of the logo when using the logo in a project. If you are unsure of which logo to use in a

project, please contact your brand manager.

4-Color Process Logo

PMS Spot Color Logo

File identifier AFA-Process-U

File identifier AFA-PMS-U


Imagery Usage

Imagery in printed and electronic media provides a powerful tool to communicate about Admiral Farragut Academy. By putting as much thought

into the selection of imagery as word choices, the emotional impact of communications can be heightened considerably. Keep in mind that being

technically good (in focus, bold colors, etc.) is the first step. Making sure candid photos do not look posed or generic is equally important. Of

course, some photos, such as portraits and group shots, will be posed. Above are some concepts and keywords to keep in mind when selecting

photographs.

Small Class Size/Caring TeachersAccording to research, two key strengths of Admiral Farragut Academy are its small class sizes and caring, responsive teachers. Imagery should reflect this personalized, nurturing environment.

Administration/TeachersThese portrait shots should be taken against a natural background or academic setting. Be sure to choose flattering photos that emphasize the friendliness of the school’s administration.

DiversityImagery should reflect the diversity of Admiral Farragut Academy: approximately 335 girls and boys from 15 states and 13 countries.

Close-Knit Learning CommunityCollaboration and the ability to pursue a personalized education are also key strengths of Admiral Farragut Academy. Imagery should reflect the balance of academics and individuality.

AthleticsBe sure to choose action shots with players in motion. Students and coaches should convey a winning combination of confidence and ability.

“Hero Shots”When selecting imagery, be sure to include “Hero Shots” – singular individuals “talking” to the camera.


Size / Quality Photo Requirements

In order for a photo or image to be used for a project, it must meet several technical requirements. Please note that, while there is occasional

difficulty in finding larger image files, quality of resolution as well as content are essential in keeping a consistent brand presence.

DPI vs. DimensionsDPI (dots per inch) is a measure of the amount of detail in an image, independent of the image’s physical size (dimensions). There are two sets

of numbers to consider when scanning an image: the physical size of the image (width and height) and how detailed the image data is (dots per

inch). The physical size of the image is easily determined – say a 5x7 inch photo. The dots per inch (DPI) can be a little more tricky to deal with.

This number tells how much detail is packed into the image file. A 5x7 image at 600 DPI will show significantly more detail than a same size

image at only 96 DPI. The higher the DPI, the more detail and the larger the resulting image file will be.

PrintingThe effect of DPI on a print is the amount of detail in the printed photo. If you scan a photo at 96 DPI, you will see a low-detail, blocky, pixellated

print. This is because the printer can print at much higher detail and shows every dot in the photo as a little block of color. If you scan at 300 DPI

or more, you will have a smooth, very detailed print.

When printing an image at a size larger than its original dimensions, the image should be scanned at that larger size (i.e., 200% for twice the

size), or scanned at 100% with a higher DPI (e.g., 600 DPI).

dpi print quality*

300+ Necessary only for images that will be printed larger than original size (see above for explanation).

300 Excellent. Minimum for all printed pieces (with image at 100%). As sharp as most printers can print; about as sharp as the eye can see at

normal viewing distances.

150 Adequate, but not optimum for small printed images. For printing at 50% of original size.

72 Web ONLY. An image with this resolution will typically NOT be adequate for any printed pieces unless the dimensions are quite large.

*This table assumes that the image is sharp/not blurry and of good quality, regardless of size/DPI.

paper speciFicaTions

Paper SpecificationsAFA 32

Paper Specification Recommendations

Consistency in paper stock makes a big difference in maintaining brand integrity. Inconsistent uses of coated vs. uncoated, white vs. colored,

flecked vs. solid, etc., should be carefully avoided.

Coated Paper:Unisource Topkote - Brilliant white

Uncoated Paper:For consistency, uncoated paper is not recommended for use on projects relating to Admiral Farragut Academy other than for stationery items.

However, if uncoated paper is necessary, choose:

Mohawk Navajo - Brilliant White

Other Papers:For smaller projects, when budgetary restrictions require another paper option; Other papers may be substituted on a project-by-project basis.

Always choose white coated paper, at least 96 bright. For the most inexpensive options, request the house stock from your printer. All other

papers must be approved by Admiral Farragut Academy’s brand manager.

aThLeTics

AthleticsAFA 34

Athletics

Athletics encompasses many uses of the logo and has its own logo, as shown below. It is important to maintain consistency across uniforms, apparel,

and events while integrating into the athletics teams. Specific design will require agreement of both the Athletic Director and brand manager.

Athletics - Bluejackets logo

File identifier Bluejackets-Spot

Athletics - AFA logo

File identifier AFA-white-Spot

Athletics - Apparel logo

File identifier AFA-apparel-round

digiTaL FiLe eXpLanaTion

Digital File ExplanationAFA 36

Digital File Explanation

At first glance it may look like the file naming conventions are overly complicated. But in order to maintain a consistent look through a variety of

different mediums, printing processes and paper stock, it is needed to ensure the correct logo is being used with the end result in mind.

Naming Formula Example

AFA-formal-213-1c-vertical.eps[Admiral Farragut Academy Logo type ] - [Color Usage] - [Paper Stock] -[Description, if needed]

color usage: Defines the printing process, either traditional 4-color process, PMS (Pantone Matching System) Spot color, K for black (black and

white) or “KO” (knocked out) for all white

paper stock: Coated (C) or uncoated (U) stocks absorb ink differently, thus affecting the color

description: Only used in the following situations:

Web: A special Web logo has been to created to work in a Web environment

Vertical: When the formal AFA logo needs to be in a vertical (stacked) format due to size restrictions

oFFice communicaTions

Office CommunicationsAFA 38

Office Communications

All examples of how to use the school brand can be found in the School Brand folder on the publicly accessed school network.


Phone: (727) 384-5500 Fax: (727) 347-5160 Web: www.farragut.org

Letterhead

11”

8.5”


Business card

2”

3.5”

2”

3.5”

Office Communications (continued)

Phone: (727) 384-5501Fax: (727) 343-2138E-mail: rfi [email protected]

501 Park Street NorthSt. Petersburg, FL 33710

Robert J. Fine, Jr.President



Number 10 envelope

9.5”

4.125”




Number 10 envelope (window)

9.5”

4.125”




Viewbook envelope

12.625”

9.5”


Documents

Admiral Farragut Academy's Graphic Standard