Branding Guide

The following are a quick set of standards to help guide you in producing great looking collateral for Highland High School. This guide covers basic use of our colors, typefaces, and logos. If you find yourself in a situation where this guide isn't helpful, please consult with the district Communications Department.

About All This Branding Stuff

Usually a company or school will create a logo, pick out some colors, and print up some letterhead and business cards. They might even use their logo on some coffee mugs to pass out at a conference or have shirts embroidered with the name of the school. Pretty standard stuff.

Over time, the logo, type, and colors (wherever they are seen) will become familiar to others. People will begin to recognize us when they see our collateral. The group of these items (logo, colors, typography) is called our "visual identity" or "visual identity system." The individual parts of our identity system are not that important—but when they are used together consistently and in relation to what we do, they eventually become what people think of us as a school—what people think about or feel when they see our name is our "brand."

Since we always want people to hold us in high regard, and since we already are an organization of (shall we say) higher-quality, it's important for us to build up and maintain our "brand" such that whenever anyone sees our logo (or drinks from that nice water bottle we gave away to their kid), they think to themselves, Highland High School? Yeah, that's a great school run by great people.

If we use the different parts of our system in good taste and consistently, we'll speed up and solidify a positive "brand" in people's minds. Please use this guide to help you design and specify collateral items that will help the brand-building process. This guide won't cover every use case for our logos or colors, but should be a good start. Also keep in mind what a "brand" is and how you can help maintain it by using our "visual identity system" well.

PLEASE NOTE: This "visual identity system" is being introduced in Spring of 2013 so that school programs will have adequate lead time to update their material and/or order merchandise reflecting these updated logos, colors, and typography for the following school year (Fall 2013). School departments may begin using the symbols simultaneously, replacing ALL older versions as they order new supplies of letterhead, design new publications, or have other official uses for these institutional symbols. Please use existing supplies before re-ordering with the new graphics. Now let's get started!

School Signatures (Logos)

Highland High School logos are grouped into three areas, Academic, Spirit, and Formal. Colors and Typography can be found here.

Academic Symbols

Academic symbols form the foundation upon which the Highland High School visual identity system is built and should be used with all communications produced by the school.

Usage and Downloads >

Spirit Symbols

Spirit symbols 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.

Usage and Downloads >

Formal Symbols

Formal symbols consist of the school seal and crest, which are the highest level identifiers of Highland High School. Both the school seal and crest are reserved for top level school use only. Reproduction of the seal and/or crest is restricted to scholarly or ceremonial purposes such as commencement programs, school diplomas, or awards. For most other forms of school communication, an academic symbol should be used.

Usage and Downloads >