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BRAND AND IDENTITY GUV E S T A V I A H I L L S H I G H S C H O O L
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WHY
WHAT
HOW
T R AB RA N D S TO RY P RI MA RY I D E N T I T YINTRODUCTION
2
ONCE AREBEL
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WHAT
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T R A D E M A R K S & L I C E NB R A N D ST O R Y PR I M A R Y I D E N T I T YINTRODUCTION
1971 1972 1973 1974 191976 1977 1978 1979 19
1981 1982 1983 1984 191986 1987 1988 1989 191991 1992 1993 1994 191996 1997 1998 1999 202001 2002 2003 2004 20
2006 2007 2008 2009 202011 2012 2013 2014 20
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OVERVIEW
WHY
WHAT
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T R AB RA N D S TO RY P RI MA RY I D E N T I T YINTRODUCTION
4
WHY
WHAT
HOW
001
I N T R O D U C T I O N
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WHAT
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T R A D E M A R K S & L I C E NB R A N D ST O R Y PR I M A R Y I D E N T I T YINTRODUCTION
001
WHY
WHAT
HOW
I N T R O D U C T I O N
WHY DO WE HAVE
BRAND GUIDELINES?
Many times, people associate the term “brand” with logos or other
visual identities, but an organization’s brand involves much more.
The brand is a holistic representation of the organization’s reputation.
Brand guidelines are in place to provide standards for the imagery,
messaging and other various tactics that are used to represent the
school and its brand. Brand identity standards are continuously
reviewed and updated to remain consistent and relevant in the
marketplace. Consistency among all of the various facets of Vestavia
Hills High School protects the strength of the brand and solidifies
name recognition. It is the role of the brand stakeholders to uphold
the brand standards and protect the image perception of Vestavia
Hills High School.
WHAT WENT INTO THIS BOOK?
This book began with a strategic initiative to uncover the best
qualities and characteristics of the Vestavia Hills High School Rebels.
An extensive research process revealed a multitude of distinctive
traits, traditions and values shared by the brand’s most involved
audiences. The findings were analyzed to discover VHHS’s unique
place among the community, state and nation. Communications by
all VHHS stakeholders should be woven through this platform, which
will amplify the voice of the brand, as they will all steam from a
common thread.
HOW DOES THIS BOOK
HELP VHHS?
Everyone who is a part of Vestavia Hills High School wa
a compelling story about what it means to be Vestavia H
School Rebel. Being a VHHS Rebel has its own definitio
unique to the school and those who are a part of the scho
VHHS speaks to a variety of external and internal audie
tools in this brand book are in place to inspire VHHS sta
to be a part of the school’s story, so that they may, collec
individually, benefit from association.
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OVERVIEW
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WHAT
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T R AB RA N D S TO RY P RI MA RY I D E N T I T YINTRODUCTION
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VISION
VHHS BRAND
ATTRIBUTES
OVERVIEW
002
B R A N D S T O R Y
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T R A D E M A R K S & L I C E NB R A N D ST O R Y PR I M A R Y I D E N T I T YINTRODUCTION
In the early 1970’s, Vestavia Hills High School was established when the
community decided to break away from Berry High School. The seniors were
given the opportunity to decide whether or not they wanted to attend the
new school or remain at Berry. Those that decided to leave and start the new
school deemed themselves as “Rebels,” the beginning of a legacy that remains
prevalent in the brand of Vestavia Hills High School. As generations have passed
through the school, the students have developed a reputation for excellence, hard
work, community service and unity. While these values and traditions remain
constant, the visual identity of the school has evolved. With a renewed focus
on the importance of a clear and consistent brand identity, Vestavia Hills High
School now showcases an all-encompassing brand package with visuals that are
universally applicable and appropriately represent all audiences associated with
the school in a relevant, authentic and meaningful way. This brand guide serves
as a directive for brand implementation to ensure the high standard of the brand
identity is upheld moving forward. The outline enables anyone using the visuals
to express the brand appropriately and effectively across all applications and
mediums.
002
VISION
VHHS BRAND
ATTRIBUTES
OVERVIEW
B R A N D S T O R Y
THE VISION
THOSE THATDECIDED TOLEAVE AND
START THE NEWSCHOOL DEEMEDTHEMSELVESAS “REBELS”
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WHAT
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T R AB RA N D S TO RY P RI MA RY I D E N T I T YINTRODUCTION
8 002
VISION
VHHS BRAND
ATTRIBUTES
OVERVIEW
B R A N D S T O R Y
THE BRAND
The elements that define the brand identity of Vestavia Hills High School work
cohesively to represent all of the unique attributes of the brand. From the word
choice, color choice, typography, graphics and imagery, each component plays
an integral role in shaping the distinctiveness of Vestavia Hills High School and
the persona of a Vestavia Hills High School Rebel. With consistent, relevant and
detailed assets, the brand of Vestavia Hills High School can take shape across all
mediums so that it may adequately represent the holistic brand story and express
the values of a true Vestavia Hills High School Rebel.
The updated Vestavia Hills High School brand identity honors the school’s
tradition and core values while integrating a modern edge that positions the
brand for the future. These marks are designed to propel the brand forward and
provide a strength and power that resonates with both internal and external
audiences. Through abundant research the brand story was unveiled, and with
first-class creative talent and strategic planning the new imagery revolutionizes
an iconic brand into a complete, consistent brand identity.
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OVERVIEW
WHY
WHAT
HOW
T R A D E M A R K S & L I C E NB R A N D ST O R Y PR I M A R Y I D E N T I T YINTRODUCTION
002
VISION
VHHS BRAND
ATTRIBUTES
OVERVIEW
B R A N D S T O R Y
BRAND ATTRIBUTES BRAND OVERVIEW
The brand attributes are the values and characteristics that represent the
essence of the brand. These principles served as a filter for the creative
process when creating the brand imagery. These are the prominent ideals of
the Vestavia Hills High School Rebel brand.
I . T R A D I T I O N
I I . L E A D E R S H I P I I I . U N I T Y I V . P R I D E
V. S E R V I C E V I . T E A M W O R K V I I . E X C E L L E N C E V I I I . A C A D E M I C S I X . A T H L E T I C S X . I N V O L V E M E N T X I . C O U R A G E X I I . T O G E T H E R N E S S X I I I . C O M M U N I T Y X I V . C O M P A S S I O N
The brand of Vestavia Hills High School is not limited to a logo or an image.
The following core elements including the primary and secondary logos, colors,
typeface and brand expressions are the visual tools used to represent the true
values and characteristics of the VHHS brand. These tools are designed to be
flexible, to allow creativity and individuality and appropriately represent each
of the distinct organizations, groups and individuals that make up the brand.
However, to effectively represent the essence of a VHHS Rebel and protect the
brand experience, these core elements must align and maintain consistency.
The following sections provide creative guidance on the use of each of the brand
elements. With appropriate use, each of these elements can be used to scale the
reach of VHHS in a way that is effective and recognizable. The brand identity
of VHHS supports the ideals of tradition, excellence, service and achievement.
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OVERVIEW
WHY
WHAT
HOW
T R AB RA N D S TO RY P RI MA RY I D E N T I T YINTRODUCTION
10
INSTITUTIONAL MARK
ACTIVITIES MARK
COLORS
003
P R I M A R Y I D E N T I T Y
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T R A D E M A R K S & L I C E NB R A N D ST O R Y PR I M A R Y I D E N T I T YINTRODUCTION
003
INSTITUIONAL MARK
ACTIVITIES MARK
COLORS
P R I M A R Y I D E N T I T Y
While the traditions of Vestavia Hills High School served as the basis for the
values and ideals of the school, over time logos and verbiage that represent the
school have evolved. The new institutional logo propels VHHS forward into the
modern era with a mark that represents innovation, forward thinking and learning
without limits. THE LOGO SERVES AS THE PRIMARY MARK OF VESTAVIA
HILLS HIGH SCHOOL IN ANY CAPACITY. The mark should be used as the
main identifying device in all institution related activities. The mark is not limited
for use in only an educational capacity, and it can be adopted for use by school
affiliated clubs, organizations, groups, athletic teams, etc.
INSTITUTIONAL MARK N E W
INSTITUTIONAL MARK PMS 200 PMS 288
005 006001
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ATTRIBUTES
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WHY
WHAT
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T R AB RA N D S TO RY P RI MA RY I D E N T I T YINTRODUCTION
12
INSTITUTIONAL MARK INSTITUTIONAL MARK PMS 200 PMS 288 PMS 200 PMS 288
003
INSTITUIONAL MARK
ACTIVITIES MARK
COLORS
P R I M A R Y I D E N T I T Y
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OVERVIEW
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WHAT
HOW
T R A D E M A R K S & L I C E NB R A N D ST O R Y PR I M A R Y I D E N T I T YINTRODUCTION
INSTITUTIONAL MARK VARIATIONS
003
INSTITUIONAL MARK
ACTIVITIES MARK
COLORS
P R I M A R Y I D E N T I T Y
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T R AB RA N D S TO RY P RI MA RY I D E N T I T YINTRODUCTION
14 003
INSTITUIONAL MARK
ACTIVITIES MARK
COLORS
P R I M A R Y I D E N T I T Y
At Vestavia Hills High School, EXCELLENCE and TRADITION are two common them
shared by the students, faculty, staff and community. The activities mark gives a n
at the iconic lettering of varsity athletics and is deeply rooted in the marks historic
used by the school. This version is built on a strong foundation of equity that
developed from decades of achievement in not just athletics but all school sponso
organizations. Subtle refinements to the mark have been made to define the geome
scale and color to ensure consistency with use. The overall proportions of the letter f
have been slightly adjusted from the previously used versions, with a decreased we
of the body (vertical) stroke and increased weight of the cross (horizontal) strokes.
connections between the strokes have evolved which features subtly curved joints.
INTERLOCKING VH LOGO IS USED AS THE PRIMARY MARK for all Vestavia H
High School affiliated organizations.
ACTIVITIES MARK
I M P RO V E D
ACTIVITIES MARK PMS 200 PMS 288
APPROVED VARIATIONS (3)
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WHY
WHAT
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T R A D E M A R K S & L I C E NB R A N D ST O R Y PR I M A R Y I D E N T I T YINTRODUCTION
INSTITUIONAL MARK
ACTIVITIES MARK
COLORS
P R I M A R Y I D E N T I T Y
Brands and color are indistinguishably linked, as the colors aid in the
communication of the brand idea. Typically, consumers remember a brand’s
color the most of all visual components, and color aids in brand awareness
and recognition. PMS 200 (RED) and PMS 288 (BLUE) are the
official colors of Vestavia Hills High School and have remained so since the
school’s inception.
COLORSO F F
IC IA L
16
100
87
6
100
91
26
15
C:
M:
Y:
K:
C:
M:
Y:
K:
HEX #:
PANTONE PANTONE
HEX #:
R:
G:
B:
R:
G:
B:
195
32
50
36
53
111
C32032 23356F
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ATTRIBUTES
OVERVIEW
WHY
WHAT
HOW
T R AB RA N D S TO RY P RI MA RY I D E N T I T YINTRODUCTION
16
PRIMARY TYPEFACE
SECONDARY TYPEFACE
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SCRIPTS
004
T Y P O G R A P H Y
Type is an important element
in the brand story and is a
strong brand identifier.
To maintain a consistent appearance across
a wide variety of academic, athletic and
all school related communications, a full
alphabet and custom wordmarks have been
designed to enhance the overall brand. The
typefaces are designed to co-exist under the
overarching Vestavia Hills High School brand
but provide enough differentiation to appro-
priately represent each of the various facets
of the school.
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S E C O N D A R Y I D E N T I T Y B RA ND A PPLICA TIO N D S & C
004
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OVERVIEW
WHY
WHAT
HOW
T R A D E M A R K S & L I C E NB R A N D ST O R Y PR I M A R Y I D E N T I T YINTRODUCTION
PRIMARY TYPEFACE
SECONDARY TYPEFACE
WORDMARKS
SCRIPTS
T Y P O G R A P H Y
The Galliard font is used in association with the institutional logo for the school. The serif typeface was established in the 1970’s, the same decade that
Vestavia Hills High School was created. The robust strokes of the font in conjunction with the sharp details provide a distinct attractiveness that is different
from traditional serif fonts but maintains a conventional look and feel. The Galliard typeface has been used by Ivy League institutions in the past, such as Yale,
before those institutions developed fonts of their own. The typeface represents the high educational standards of Vestavia Hills High School and the school’s
commitment to excellence across all platforms. The typeface enhances the primary mark of Vestavia Hills High School with a notable and clear text.
PRIMARY TYPEFACE: Institutional
N E W
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Galliard
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003
004
T Y P O G R A P H Y
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SCRIPTS
INSTITUTIONAL MARK
ACTIVITIES MARK
COLORS
VISION
VHHS BRAND
ATTRIBUTES
OVERVIEW
WHY
WHAT
HOW
T R A D E M A R K S & L I C E NB R A N D ST O R Y PR I M A R Y I D E N T I T YINTRODUCTION
The sans serif version of the UNIVERS font family was selected as the secondary identity to provide a COMPLEMENT to the primary athletic typeface.
This secondary font is for use in lock-ups, headlines or to customize the primary marks for specific sports or school affiliated organizations.
SECONDARY TYPEFACE: Complementary N E W
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Univers Condensed Sans Serif
PRIMARY TYPEFACE
SECONDARY TYPEFACE
WORDMARKS
SCRIPTS
T Y P O G R A P H Y
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004
T Y P O G R A P H Y
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INSTITUTIONAL MARK
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VISION
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ATTRIBUTES
OVERVIEW
WHY
WHAT
HOW
T R AB RA N D S TO RY P RI MA RY I D E N T I T YINTRODUCTION
20 PRIMARY TYPEFACESECONDARY TYPEFACE WORDMARKS
SCRIPTS
T Y P O G R A P H Y
WORDMARKS N E W
GALLIARD
UNITED
UNITED
UNITED + UNITED
UNITED + UNITED
GALLIARDUNITED + UNIVERS
UNITED + UNIVERS
UN
UN
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T Y P O G R A P H Y
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ATTRIBUTES
OVERVIEW
WHY
WHAT
HOW
PRIMARY TYPEFACE
SECONDARY TYPEFACE
WORDMARKS
SCRIPTS
Primarily used in baseball and softball, the script wordmarks are created to give a nod to the heritage of these sports. The stroke is fluid and italicized, which maintains the established look, while the elongated cursive
type provides a modern feel. These traditional marks are designed with inspiration from traditional baseball and softball elements, but can be adopted by other school affiliated organizations.
SCRIPTS I M P RO V E D
APPROVED VARIATIONS (8) APPROVED VARIATIONS (8)
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OVERVIEW
INCORRECT USAGE
PROTSCHOOL CREST
OLD ENGLISH V
1REBEL
FULL LOCK-UP
PRIMARY TYPEFACE
SECONDARY TYPEFACE
WORDMARKS
SCRIPTS
INSTITUTIONAL MARK
ACTIVITIES MARK
COLORS
VISION
VHHS BRAND
ATTRIBUTES
OVERVIEW
WHY
WHAT
HOW 22
SCHOOL CREST
OLD ENGLISH V
FULL LOCK-UP
1REBEL
005
S E C O N D A R Y I D E N T I T Y
004 005 006 007002 003001
TYPO G RA PH Y S E C O N D A R Y I D E N T I T Y B RA ND A PPLICA TIO N T R A D E M A R K S & L I C E NB R A N D ST O R Y PR I M A R Y I D E N T I T YINTRODUCTION
005
S E C O N D A R Y I D E N T I T Y
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OVERVIEW
INCORRECT USAGE
PROTECT AND PRESERVESCHOOL CREST
OLD ENGLISH V
1REBEL
FULL LOCK-UP
PRIMARY TYPEFACE
SECONDARY TYPEFACE
WORDMARKS
SCRIPTS
INSTITUTIONAL MARK
ACTIVITIES MARK
COLORS
VISION
VHHS BRAND
ATTRIBUTES
OVERVIEW
WHY
WHAT
HOW
SCHOOL CREST
OLD ENGLISH V
1REBEL
FULL LOCK-UP
The Vestavia Hills High School crest is a part of the school’s heritage and is used
for the most official school communications. This mark is reserved for formal
documents or messages from the school.
SCHOOL CREST
SCHOOL CREST
T RA D I T IO NA L
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005
S E C O N D A R Y I D E N T I T Y
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OVERVIEW
INCORRECT USAGE
PROTSCHOOL CREST
OLD ENGLISH V
1REBEL
FULL LOCK-UP
PRIMARY TYPEFACE
SECONDARY TYPEFACE
WORDMARKS
SCRIPTS
INSTITUTIONAL MARK
ACTIVITIES MARK
COLORS
VISION
VHHS BRAND
ATTRIBUTES
OVERVIEW
WHY
WHAT
HOW 24
The OLD ENGLISH V is a mark with strong HISTORICAL ties to Vestavia H
baseball. The mark was first established in connection to the baseball team under
leadership of Hall of Fame head coach, the late Sammy Dunn. The mark has beco
an iconic part of the baseball team’s history, which won nine Class 6A titles under
legendary Coach Dunn from 1991-2000. The mark is an important part of the tea
brand moving forward and may be adopted by other sports teams as well.
OLD ENGLISH V
OLD ENGLISH V PMS 200 PMS 288
APPROVED VARIATIONS (3)
T RA D I T IO NA L
SCHOOL CREST
OLD ENGLISH V
1REBEL
FULL LOCK-UP
004 005 006 007002 003001
TYPO G RA PH Y S E C O N D A R Y I D E N T I T Y B RA ND A PPLICA TIO N T R A D E M A R K S & L I C E NB R A N D ST O R Y PR I M A R Y I D E N T I T YINTRODUCTION
005
S E C O N D A R Y I D E N T I T Y
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OVERVIEW
INCORRECT USAGE
PROTECT AND PRESERVESCHOOL CREST
OLD ENGLISH V
1REBEL
FULL LOCK-UP
PRIMARY TYPEFACE
SECONDARY TYPEFACE
WORDMARKS
SCRIPTS
INSTITUTIONAL MARK
ACTIVITIES MARK
COLORS
VISION
VHHS BRAND
ATTRIBUTES
OVERVIEW
WHY
WHAT
HOW
The 1REBEL slogan and 1REBEL mark by itself are additional graphic
identities of Vestavia Hills High School and all Vestavia Hills High School
affiliated teams or organizations. The full mark is a tribute to the legendary
head football coach, Buddy Anderson’s famous saying, “When you play one
Rebel, you play us all.” This saying has become an iconic message for all
Vestavia Hills High School students, faculty, staff and alumni and has long
been used by the school with pride. The concept speaks to the school’s
longstanding reputation as united, supportive and spirited. This mark or the
1REBEL mark by itself can be used by any individual or group associated
with the school
APPROVED VARIATIONS (2)
SCHOOL CREST
OLD ENGLISH V
1REBEL
FULL LOCK-UP
N E W
1REBEL
004 005 006 007002 003001
TYPO G RA PH Y S E C O N D A R Y I D E N T I T Y B RA ND A PPLICA TIO N T R AB RA N D S TO RY P RI MA RY I D E N T I T YINTRODUCTION
26
005
S E C O N D A R Y I D E N T I T Y
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OVERVIEW
INCORRECT USAGE
PROTSCHOOL CREST
OLD ENGLISH V
1REBEL
FULL LOCK-UP
PRIMARY TYPEFACE
SECONDARY TYPEFACE
WORDMARKS
SCRIPTS
INSTITUTIONAL MARK
ACTIVITIES MARK
COLORS
VISION
VHHS BRAND
ATTRIBUTES
OVERVIEW
WHY
WHAT
HOW 26
B A S K E T B A L L
S O F T B A L L
F O O T B A L L
SCHOOL CREST
OLD ENGLISH V
1REBEL
FULL LOCK-UP
Full lockups allow the various athletic teams or extra-curricular
organizations to develop their own identity under the main
Vestavia Hills High School brand. The lockups help promote
unity and maintain consistency across all Vestavia Hills
High School teams or organizations by sharing a COMMON
APPEARANCE and hierarchy.
EACH ORGANIZATION BENEFITS FROM BEINGA PART OF VESTAVIA HILLS HIGH SCHOOL.
N E WFULL LOCKUPS
S O C C E R
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TYPO G RA PH Y S E C O N D A R Y I D E N T I T Y B RA ND A PPLICA TIO N
OVERVIEW PROTSCHOOL CRESTPRIMARYTYPEFACEINSTITUTIONAL MARKVISIONWHY
T R AB RA N D S TO RY P RI MA RY I D E N T I T YINTRODUCTION
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OVERVIEW
INCORRECT USAGE
PROTSCHOOL CREST
OLD ENGLISH V
1REBEL
FULL LOCK-UP
PRIMARY TYPEFACE
SECONDARY TYPEFACE
WORDMARKS
SCRIPTS
INSTITUTIONAL MARK
ACTIVITIES MARK
COLORS
VISION
VHHS BRAND
ATTRIBUTES
OVERVIEW
WHY
WHAT
HOW 28
OVERVIEW
INCORRECT USAGE
USAGE MOCK-UPS
006
B R A N D A P P L I C AT I O N
When developing and
maintaining a strong brand
identity, consistency is one
the most important factors
While maintaining the individuality
each element that makes up the bra
a consistent look and feel helps buil
credibility and equity that enable th
to withstand the test of time. Additi
consistency helps propel the brand a
competitors and stand out as differe
the rest. The following provide conc
for use of the brand in an appropria
and relevant way. Additionally, visua
provided to show incorrect use of th
to protect the graphic identity.
004 005 006 007002 003001
TYPO G RA PH Y S E C O N D A R Y I D E N T I T Y B RA ND A PPLICA TIO N
OVERVIEW PROTECT AND PRESERVESCHOOL CRESTPRIMARYTYPEFACEINSTITUTIONAL MARKVISIONWHY
T R A D E M A R K S & L I C E NB R A N D ST O R Y PR I M A R Y I D E N T I T YINTRODUCTION
006
OVERVIEW
B R A N D A P P L I C A T I O N
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OVERVIEW
INCORRECT USAGE
PROTECT AND PRESERVESCHOOL CREST
OLD ENGLISH V
1REBEL
FULL LOCK-UP
PRIMARY TYPEFACE
SECONDARY TYPEFACE
WORDMARKS
SCRIPTS
INSTITUTIONAL MARK
ACTIVITIES MARK
COLORS
VISION
VHHS BRAND
ATTRIBUTES
OVERVIEW
WHY
WHAT
HOW
OVERVIEW
INCORRECT USAGE
At no time should the Vestavia Hills High School brand elements be used in ways not outlined in this brand style guide.
The following images show improper use of the brand. THIS INCLUDES CROPPING, MODIFYING, STRETCHING, DISTORTING OR AMENDING THE GRAPHICS.
INCORRECT USAGE
DO NOT DISTORT LOGOS DO NOT ALTER COLORS DO NOT
ADJUST PROPORTIONS
DO NOT SKEW OR
ROTATE ANY MARKS
DO NOT ADD ELEMENTS
TO ANY MARKS
DO NOT CROP LOGOS
If the use of a brand element is questionable, the school should approve the image prior to being printed or used.
004 005 006 007002 003001
TYPO G RA PH Y S E C O N D A R Y I D E N T I T Y B RA ND A PPLICA TIO N
OVERVIEW PROTSCHOOL CRESTPRIMARY TYPEFACEINSTITUTIONAL MARK VISION WHY
T R AB RA N D S TO RY P RI MA RY I D E N T I T YINTRODUCTION
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INCORRECT USAGEOLD ENGLISH V
1REBEL
FULL LOCK-UP
SECONDARY TYPEFACE
WORDMARKS
SCRIPTS
ACTIVITIES MARK
COLORS
VHHS BRAND
ATTRIBUTES
OVERVIEW
WHAT
HOW 30
PROTECT AND PRESERVE
007
T R A D E M A R K S & L I C E N S I N G
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TYPO G RA PH Y S E C O N D A R Y I D E N T I T Y B RA ND A PPLICA TIO N
OVERVIEW PROTECT AND PRESERVESCHOOL CRESTPRIMARY TYPEFACEINSTITUTIONAL MARK VISION WHY
T R A D E M A R K S & L I C E NB R A N D ST O R Y PR I M A R Y I D E N T I T YINTRODUCTION
007
PROTECT AND PRESERVE
T R A D E M A R K S & L I C E N
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INCORRECT USAGEOLD ENGLISH V
1REBEL
FULL LOCK-UP
SECONDARY TYPEFACE
WORDMARKS
SCRIPTS
ACTIVITIES MARK
COLORS
VHHS BRAND
ATTRIBUTES
OVERVIEW
WHAT
HOW
To PROTECT the brand of Vestavia Hills High School it is important to maintain ownership of the visual elements.
The following GUIDELINES are available to establish licensing and trademark protocols:
REGISTER WITH LEARFIELD
PARTNERS AS A PARTICIPATING
PROGRAM
It is strongly recommended that Vestavia Hills High School contract
with Learfield Partners to oversee all licensing of merchandise. This
program is free to high schools and provides a resource for the school to
receive quarterly reports on merchandise sales and distribution of royalty
revenues. Learfield Partners will act as the agent for Vestavia Hills High
School in all situations involving retailers. This entails communicating
proper logo usage, collection of royalties, and in some cases cease and
desist letters for vendors to stop production of unauthorized production
and sales of officially branded merchandise.
This new brand guideline, coupled with a partnership with Learfield Partners,
provides an organized and professional approach for the protection of the Vestavia
Hills High School brand. Additionally, this method will help increase new sales
in retail stores currently not engaged in high school sports within Vestavia Hills.
Licensing and royalties only involve retail merchandisers returning revenue off
of the VHHS brand. Thus, school affiliated booster clubs and team sales must
still comply with the standards in the style guide but will not be subject to pay
royalties in order to use the visual elements.
PROTECT AND PRESERVE
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TYPO G RA PH Y S E C O N D A R Y I D E N T I T Y B RA ND A PPLICA TIO N
OVERVIEW PROTSCHOOL CRESTPRIMARY TYPEFACEINSTITUTIONAL MARK VISION WHY
T R AB RA N D S TO RY P RI MA RY I D E N T I T YINTRODUCTION
32
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INCORRECT USAGEOLD ENGLISH V
1REBEL
FULL LOCK-UP
SECONDARY TYPEFACE
WORDMARKS
SCRIPTS
ACTIVITIES MARK
COLORS
VHHS BRAND
ATTRIBUTES
OVERVIEW
WHAT
HOW 322016 2017 2018 2019 202021 2022 2023 2024 20
2026 2027 2028 2029 202031 2032 2033 2034 202036 2037 2038 2039 202041 2042 2043 2044 202046 2047 2048 2049 20
2051 2052 2053 2054 202056 2057 2058 2059 20
004 005 006 007002 003001
TYPO G RA PH Y S E C O N D A R Y I D E N T I T Y B RA ND A PPLICA TIO N
OVERVIEW
INCORRECT USAGE
PROTECT AND PRESERVESCHOOL CREST
OLD ENGLISH V
PRIMARY TYPEFACE
SECONDARYTYPEFACE
INSTITUTIONAL MARK
ACTIVITIES MARK
VISION
VHHS BRAND
WHY
WHAT
T R A D E M A R K S & L I C E NB R A N D ST O R Y PR I M A R Y I D E N T I T YINTRODUCTION
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INCORRECT USAGEOLD ENGLISH V
1REBEL
FULL LOCK-UP
SECONDARY TYPEFACE
WORDMARKS
SCRIPTS
ACTIVITIES MARK
COLORS
VHHS BRAND
ATTRIBUTES
OVERVIEW
WHAT
HOW
ALWAYSA REBEL
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KNIGHTE1 5 0 0 1 S T A V E N O R T H U N I T 9 9 B I R M I N G H A M , A L 3 5 2 03