The Burlington School Style Guide
• DOs AND DON’Ts
The Burlington School marks may not be altered in any way. Always use approved artwork files. Do not change the color or proportions or attempt to typeset, add words, other symbols, or create any TBS-related logos on your own. The size, spacing and colors of the letters are set. The marks should be used as graphic files and not created in a word processing program. These marks may not be altered or changed in any way. This includes altering color, proportion, distortion of the logo as well as adding or changing additional words or symbols. Do not create, recreate or personalize additional files.
The Burlington School’s visual identity is created through logos, icons, typography, design, photos and color. Consistent graphic identity standards must be followed in order to promote the TBS brand and experience. Please follow these guidelines to produce effective communications on behalf of the school.
• Advice and Approval
The Director of Communications manages and oversees use of The Burlington School’s visual identity. For advice and approval of design projects, or marks on websites or other electronic communications, contact Chris Rash at 336-228-0297 or email@example.com.
• TBS Seal
The School’s Name and Mascot
Use the entire formal name — The Burlington School — for the first reference. In subsequent references, use of TBS is appropriate.
TBS utilizes the moniker of Spartans. When referring to athletic teams, never use the term Lady Spartans. All TBS teams use only the Spartans name. “Sparty” is the name of the school’s mascot.
Institutional Colors and Font
These are the official colors of The Burlington School’s brand identity, images, symbols and marks.
Ink colors are specified according to the Pantone Matching System (PMS). The Pantone number, its process color equivalent (CYMK) and the recommended web colors (RGB) are indicated as coated and uncoated colors.
This document should not be used to match color on press. Please refer to a Pantone color selection book for correct rendition of color.
RED: R – 206, G – 17, B – 38; C – 12, M – 100, Y – 98, K – 3; PMS: #CE1126
BLACK: R – 30, G – 30, B 30; C – 0, M – 0, Y – 0, K – 100
TBS utilizes TW Cen MT as its primary font. This font should be used for all headers whenever possible. Body text may also utilize this font, but can also utilize the Myriad Pro family of fonts for any printed materials.
Advertising Best Practices
The Burlington School has a unique story to tell. Advertising is one means of telling that story. In all of TBS' advertising efforts, the school is committed to:
- Ensuring that the distinctive qualities of The Burlington School are presented in a clear, accurate, aesthetic and engaging manner.
- Maximizing the creativity, excellence and uniqueness of The Burlington School’s messages, while maintaining a clearly recognizable voice.
- Finding and reaching appropriate audiences of interested persons, influencers and prospective families.
Social Media Guidelines
Social media have become a powerful tool for releasing information and engaging students, alumni, donors and other friends of TBS. Taking full advantage of these opportunities can present challenges, since functions and usage patterns change rapidly.
• Make use of TBS branding whenever practical
We offer a variety of different logos to choose from. Refer to the logo section of this style guide for the different logos. TBS logo usage applies to social media in the same way it applies to printed materials. Do not modify or redesign any TBS brand mark for use on social media.
• Monitor comments and check frequently for SPAM posts
Disabling comments on a social media account will result in a one-way conversation, which negates much of the medium's effectiveness. However, spammers frequently use comment sections to display information that has no relevance to the discussion or the school. Be certain that someone with editing privileges monitors the comments and deletes anything that is irrelevant, inappropriate or of a commercial nature. Try not to resort to blocking posters unless it is a last resort.
• Commit to frequent updates
Social media accounts that sit idle for days or weeks sometimes do more harm than good. It is frustrating for a user to visit an account that is continually dormant. Commit to several updates each week, being careful not to post so frequently that readers become frustrated.
• Personal Pages
The Burlington School branding is not approved for personal social media pages or personal websites. Permission could be granted in exceptional cases. Personal social media accounts are not appropriate places for releasing TBS news or making what could be perceived as official university policy statements, but it is acceptable to repost items the school already has released through official channels.
• New Accounts
Any new accounts associated with The Burlington School must be approved by the Director of Communications and/or the Head of School. The Director of Communications must have administrator rights, along with any user names and passwords, for all school-related accounts.
Consider the following when asking to add an account:
- Why do we need a social media account?
- Who are you trying to reach?
- Who will run the account?
All TBS email accounts must utilize the following signature:
THE BURLINGTON SCHOOL
1615 Greenwood Terrace
Burlington, NC 27215
(Facebook Logo) (Twitter Logo)