Branding & Identity Standards
The School maintains a unified brand identity consisting of:
- Official name
- Approved logos
- Color palette
- Typography standards
- Taglines or mission statements
- Approved templates (slides, letters, reports, marketing)
No employee may create or publish unapproved materials.
Logo Usage
The School’s logo must:
- Never be stretched, altered, recolored, or distorted
- Only appear on approved backgrounds
- Be scaled proportionally
- Include required margins and spacing
Unauthorized use (including on personal merchandise) is prohibited.
Color Palette
All materials must use the approved palette:
- Royal Blue
- Sky Blue
- Gray/Silver
- White
- Optional secondary accent: Emerald Green (SEL/Thrively)
Typography
Approved fonts:
- Headers: Montserrat, Poppins
- Body text: Open Sans, Lato
- Digital interfaces: System default or UI-consistent
No decorative fonts allowed.
Additional Content Organized Under Public Messaging
Digital Communications — Website
The School website must:
- Present accurate, current information
- Include required compliance statements
- Use approved branding
- Protect student identities
- Be ADA/WCAG 2.1 compliant
- Display contact options clearly
Only authorized personnel may make or approve website changes.
Marketing & Enrollment Materials
All marketing materials must be approved by:
- Marketing Director
- Executive Director
Approval applies to ads, brochures, flyers, enrollment packets, slide decks, videos, campaigns, and press releases.
Accuracy & Compliance Requirements:
Marketing must comply with:
- Voucher rules
- Nondiscrimination laws
- Truth-in-advertising
- School policies
Marketing may NOT misrepresent:
- Grades served
- Costs
- Services
- Accreditation
- Academic outcomes
- Special education services
Use of Student Images
Student photos, names, or work may NOT be used unless:
- Parent/guardian has signed the Media Release
- Content is appropriate
- No confidential information is visible
- The student is not shown negatively
Revocation must be honored immediately.
Video & Audio Recording
Staff may not record:
- Students during class for marketing
- Virtual sessions for external use
- Hybrid activities without consent
- Studentshared content
Recordings may be used only for:
- Education
- Internal training
- Student review (with permission)
Public Relations & Media Interactions
Public Statements
Only authorized representatives may speak publicly:
- Executive Director
- Principal
- Board Chair (if designated)
- Communications Director
Staff may not give interviews or quotes without approval.
Media Interaction Protocol
If contacted by the media, staff must:
- Refer the inquiry to administration
- Not answer questions
- Report contact within 24 hours
Press Releases
All press releases must be:
- Written using approved templates
- Reviewed by administration
- Approved by legal counsel when needed
- Posted only on official platforms
Monitoring & Quality Control
Brand Quality Monitoring
The School will:
- Review public-facing materials
- Audit website content
- Review social media
- Ensure policy compliance
- Update branding as needed
Miscommunication Remediation
If an employee misrepresents the school:
- The School will issue a correction
- The employee may be retrained
- Intentional violations may result in discipline