BRAND STANDARDS GUIDE

Use this guide to ensure our brand is represented consistently and professionally in every medium, from print to digital. Effective 10.28.25

DOWNLOAD ALL LOGO FILES
Overview
Colors
Typography
ACADEMIC LOGO
ATHLETIC LOGO
download FILES
FAQ

OVERVIEW

The Sheboygan Christian School brand is more than a logo; it’s a visual and verbal expression of who we are and what we stand for. This guide provides the tools and guidelines to keep our brand consistent, professional, and instantly recognizable across mediums, from our website and print materials to social media, signage, and athletic gear.

VOICE

The Sheboygan Christian School voice reflects our identity as a Christ-centered, academically excellent, and community-focused school. Every word we share, whether in print, online, or conversation, should reinforce our mission and values, inspiring trust and connection with our audiences.

TONE & PERSONALITY

  • Warm and welcoming: Speak as a community that cares deeply for students, families, and staff.
  • Confident yet humble: Communicate excellence without arrogance.
  • Faith-driven: Integrate biblical truth naturally, reflecting our mission without overuse of jargon.
  • Clear and professional: Avoid unnecessary complexity; use straightforward language that builds understanding.

Audience Awareness

Our communication should adapt to who we’re addressing while maintaining a consistent brand personality:

  • Prospective families: Inspiring, reassuring, and vision-focused.
  • Current families: Informative, encouraging, and community-building.
  • Donors and supporters: Grateful, transparent, and impact-driven.
  • Athletic community: Energetic, team-focused, and spirit-filled.

DO

  • Share stories of student growth, achievement, and faith in action.
  • Use inclusive language that welcomes and values every member of the community.
  • Highlight excellence while emphasizing the values that guide it.

DON’T

  • Overload communication with insider terms or acronyms without explanation.
  • Use language that feels impersonal, cold, or overly formal.
  • Dilute the faith foundation by avoiding clear references to our mission.

Sample Messaging Snippet

“We partner with families and the Christian community to prepare students’ hearts and minds for service in God’s world, combining academic excellence with Christ-centered learning.”

COLOR STANDARDS

Consistent use of color reinforces our brand identity and makes Sheboygan Christian School instantly recognizable. Use these approved color palettes exactly as specified to ensure accuracy across all print and digital applications.

PRIMARY BRAND COLORS

PANTONE 295
CMYK 100, 69, 8, 54
RGB 0, 40, 85
HEX #002855

PANTONE 7549
CMYK 0, 22, 100, 2
RGB 255, 181, 0
HEX #FFB500

SECONDARY BRAND COLORS

PANTONE 294
CMYK 100, 69, 7, 30
RGB 0, 47, 108
HEX #002F6C

PANTONE 117
CMYK 6, 27, 100, 12
RGB 201, 151, 0
HEX #C99700

PANTONE Cool Grey 1
CMYK 4, 2, 4, 8
RGB 217, 217, 214
HEX #D9D9D6

PANTONE COOL GREY 10
HEX #63666A

80%
HEX #828588

60%
HEX #a1a3a6

40%
HEX #c1c2c3

20%
HEX #e0e0e1

Usage Notes

  • Use Navy and Gold consistently in academic contexts (website, admissions materials, academic publications).
  • For athletics, add Blue as a primary color in combination with Navy and Gold.
  • Never substitute unapproved colors, and always match colors to the correct Pantone, CMYK, RGB, or HEX values.
  • Test colors for contrast and readability, especially in web applications.

TYPOGRAPHY

Typography plays a key role in expressing the Sheboygan Christian School brand. Our logo uses specific typefaces, and all supporting communications, from print materials to digital content, should follow the approved font guidelines.

LOGO FONTS

The Sheboygan Christian School logo has been designed with a specific family of fonts. Please use the following fonts as you produce everyday communications (website content, print promotions, letters and email correspondence, signage, etc.).

PT Serif Bold (85% Height)

Available at fonts.google.com

AVENIR BLACK

Available at www.myfonts.com

AVENIR SEMI-BOLD

Available at www.myfonts.com

RECOMMENDED SUPPORTING FONTS

These free, open-source fonts (available on Google Fonts) are recommended for use in print and digital communications to complement the logo font family:

PRIMARY HEADLINES

Open Sans Bold

SUBHEADLINES

Open Sans Semibold

PT Serif Semibold Italic

BODY COPY

Open Sans Regular

Open Sans Italic

PT Serif Italic

Usage Notes

  • Always use the correct weights and styles for each text element.
  • Avoid substituting fonts outside the approved families.
  • Maintain consistent hierarchy: headlines, subheadlines, and body copy should be clearly distinguishable.
  • For web use, ensure font sizes are responsive and maintain readability across devices.

Our logos are a visual representation of the Sheboygan Christian School identity. Using them consistently builds recognition and trust. Follow these guidelines to ensure logos are applied correctly across all materials.

LOGO DISPLAY STANDARDS

The academic brand may be used in full-color, two-color, one-color, black, or white. Choose the logo variation that provides the best contrast with its background.

Vertical Logo / Full0Color on Dark Background

Horizontal Logo (with Tagline) / Full-Color on Light Background

Vertical Logo / White on Dark Background

Icon / One-Color on Light Background

Tagline / Full-Color on Light Background

Horizontal Logo / White on Dark Background

CORRECT USAGE

  • Full-color vertical logo with gold or blue text on light or dark backgrounds
  • Full-color horizontal logo for wide layouts
  • White logo versions on dark backgrounds
  • Grayscale or black versions where color printing is not available

INCORRECT USAGE

  • Do not stretch, rotate, or skew the logo
  • Do not alter colors outside the approved palette
  • Do not change the font or arrangement of elements

LOGO ORIENTATION

Vertical Logo (with Tagline)

Horizontal Logo (with Tagline)

LOGO BUFFER ZONE

A minimum buffer zone equal to the height and width of the “H”, in the logotype should be used around the logo.

TAGLINE GUIDELINES

The tagline should be used when there is space and time for the audience to read it:

  • Use the tagline in print and web materials targeting audiences unfamiliar with the brand
  • Do not use the tagline when space is limited, legibility is a concern, or on small apparel items

The Sheboygan Christian School athletic brand can be used in a variety of formats. It may be used in full-color, grayscale, or white. Use the logo that best complements the application.

Text Logo / Full-Color on Dark Background

Icon / One-Color on Dark Background

Vertical Logo / Full-Color on Light Background

CORRECT USAGE

  • Color Eagle or logo on appropriate backgrounds
  • White versions on dark backgrounds
  • Reverse versions designed for light or dark applications

INCORRECT USAGE

  • Do not alter proportions or placement of the Eagle and text
  • Do not create unapproved color combinations
  • Avoid backgrounds that reduce legibility

DOWNLOAD LOGO FILES

ACADEMIC LOGO

EPS / PNG / PDF

ATHLETIC LOGO

EPS / PNG / PDF

DOWNLOAD ALL LOGO FILES

FAQ

Which logo should I use?

Use the academic logo for school-wide and academic purposes, and the athletic logo for sports-related materials.

When should I use the tagline?

Include the tagline when space allows and when the audience is unfamiliar with the school. Avoid using it on small items or when legibility is an issue.

What file type should I choose?
  • EPS: For professional printing, signage, and embroidery.
  • PDF: For viewing and printing.
  • PNG: For digital use with a transparent background.

No. Always use the approved brand colors exactly as listed in this guide.

Where can I get help if I’m unsure?

For questions about the Sheboygan Christian School brand or help selecting the correct files, contact:

Rudi Gesch
Director of Marketing & Enrollment
(920) 458-9981 ext. 322
rudi.gesch@sheboyganchristian.com

Amy Kaat
Marketing & Enrollment Assistant
amy.kaat@sheboyganchristian.com