Lighthouse Branding

This branding guide covers the standards for development, execution and production of all Lighthouse communications materials. The primary goal of the guide is to unify all messages and graphic elements across all media.

The key to successful communications is consistency. The Lighthouse vision and messages are carried through all communication mediums through the use of color, typography, photography and other elements. Correct and consistent usage is vital to ensure the quality and integrity of the Lighthouse brand.

The primary audiences for this guide are staff at Lighthouse and partner organizations, as well as the creative professionals they work with to produce communications materials.

Who We Are

Enlightening Hearts & Minds

Lighthouse Charter School is a tuition-free charter school in San Antonio, Texas — home of the Seahawks. We opened in August 2003, and have degreed, certified, and highly qualified administrators, teachers, and paraprofessionals. All students are encouraged to excel in their academic studies through a variety of teaching methods. All students and staff are treated with dignity and respect in a safe environment.

Vision

Our vision is that each student who comes to the school will be educated to his/her maximum potential, will have a positive self-image reflected in good citizenship and will have a positive view of the future. We believe this can be done in a safe, rewarding environment.

Mission

Lighthouse Charter School develops academically, socially, emotionally, and physically skilled students capable of functioning successfully in a changing world. This is accomplished by providing a safe, proper, and conducive learning environment.

Maintain style and messaging CONSISTENCY in all communications by following the framework established in this guide

DEFINE what Lighthouse is, what we do, who we help and why it matters
EXPLAIN our program and why it is effective to give credibility to our approach
Reflect the importance of our mission in a POSITIVE way because our programs are effective and our goals are achievable
Capture the PASSION of our parents, staff, leaders and partners to bring about positive change
SHOW RESPECT for the people we serve, no matter how difficult their circumstances may be
BRING TO LIFE our impact and the benefits we provide to the children and families we serve

Logos

The Lighthouse logo is our signature and the key visual element of our brand identity. The logo is shown here in Lighthouse Maroon and Lighthouse Grey, which are the preferred colors of the logo. Other approved uses include a white logo on a red or grey background. For one-color materials, the Lighthouse logo may be used in black on a white background, or white on a black or gray background. Please refer to the color palette pages in this guide for more brand color standards.

Logo Images

LPS Vertical Logo JPG

Additional File Types

Mascot

The spirit symbol & mascot are used to communicate school spirit. These symbols are friendly and casual, and they should be used only when a bolder, more informal look is desired, particularly by athletics, student groups, or alumni organizations.

What is a seahawk? Actually, there is no such thing. No ornithologist would refer to them as such. (They don’t even spell it as one word.) Some people, though, consider “sea hawks” to be a nickname for ospreys or skuas. Ospreys are found on every continent except Antarctica, while skuas are migratory birds found from the North Pole to the South Pole (Good luck trying to find one in North America, though. They rarely come ashore.) Skuas have a reputation for being relentless when it comes to scoring a meal, battling and even killing other birds over fish.

Logo Images

Additional File Types

Logo Do's and Don'ts

Do:

Maintain integrity of the logo as shown in this branding guide
Use the logo in the brand colors of red and grey whenever possible
Consider the background on which the logo is to be used to dictate the version that is selected

Don’t:

Change the approved colors
Alter the typeface
Alter the proportions
Add new graphic or typographic elements
Alter the relationship of elements
Resize, stretch or compress the logo
Layer objects on top of or behind the logo
Rotate, tilt or skew the logo
Use the logo as a pattern
Place the logo on a busy background

Clearspace

A minimum amount of clear space must be maintained around the logo at all times. This is to ensure its visibility and protect its integrity. A distance of “X,” equal to the width of the “L” in “LIGHTHOUSE,” should be maintained between the Lighthouse logo and all other design elements, including type, images, photos, rules and the page edge. Whenever possible, increase the distance of “X.

Minimum size

To ensure that the logo is large enough to be easily recognized, the main logo element (i.e., “LIGHTHOUSE” text) must not be reduced smaller than the width of 1 inch. Please note: This is the minimum size. The logo should be larger in every possible instance.

Color Palette

The colors in the Lighthouse brand color palette contribute to the cohesive and harmonious presentation of our brand identity across all materials. Used consistently and imaginatively, color creates brand relevance, differentiation and awareness, in addition to evoking a powerful emotional response.
These are the approved colors that should be used on Lighthouse communications. Generally, these colors should never be changed or altered.
The primary colors are for use in graphic design elements, background fields and typography. The primary color grouping includes two official colors.

Lighthouse Maroon
Pantone: 7421 C RGB: 100 28 43 HEX/HTML: 641C2B CMYK: 37 91 67 49

Lighthouse Grey
Pantone: Cool Gray 9 C RGB: 122 122 122 HEX/HTML: 7A7A7A CMYK: 53 45 44 9

Color Usage

Print: Use Pantone colors for print production methods that can accommodate spot colors. CMYK equivalents are specified for four-color process. Web: Use Hex colors for web applications. RGB: Please follow the steps below to create Lighthouse RGB colors for Microsoft Word, Excel and PowerPoint applications.

Highlight the desired text.
Click the down arrow to the right of the “Font Color” option (this option is represented by a black “A” with red underlining in the “Home” tab).

Select “More Colors…”
Click the “Custom” tab in the “Colors” box.
Set desired RGB scale using the settings in this guide for reference

Enter Title

Typography

Typography rules are designed to create consistency across design and branding elements. Minion is the preferred title & formal SERIF font for all Lighthouse materials. It should be used whenever possible, including for print and electronic materials. The font is available for purchase at typography.com. Garamond should be used when Minion is not available and is the preferred font for Microsoft Word and PowerPoint documents.

Corporate Identity Materials

Letterhead and Stationary

Lighthouse stationery is another key component in reinforcing brand identity by maintaining a clean and consistent look.

PowerPoint template