Vestavia Hills High School Branding Package - May 2016

BRAND AND IDENTITY GUIDE
V E S TA V I A H I L L S H I G H S C H O O L
001
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INTRODUCTION
BRAND STORY
PRIMARY IDENTITY
TYPOGRAPHY
SECONDARY IDENTITY
B R A N D A P P L I C AT I O N
WHY
VISION
INSTITUTIONAL MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
ONCE A
REBEL
007
TRADEMARKS & LICENSING

PROTECT AND PRESERVE
1971
1976
1981
1986
1991
1996
2001
2006
2011
001
002
INTRODUCTION
BRAND STORY
WHY
VISION
WHAT
VHHS BRAND
HOW
ATTRIBUTES
OVERVIEW
1972
1977
1982
1987
1992
1997
2002
2007
2012
1973
1978
1983
1988
1993
1998
2003
2008
2013
003
004
005
PRIMARY IDENTITY
TYPOGRAPHY
SECONDARY IDENTITY
INSTITUTIONAL MARK
PRIMARY TYPEFACE
SCHOOL CREST
ACTIVITIES MARK
SECONDARY TYPEFACE
OLD ENGLISH V
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
1974
1979
1984
1989
1994
1999
2004
2009
2014
006
OVERVIEW
INCORRECT USAGE
007
1975
1980
1985
1990
1995
2000
2005
2010
2015

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INTRODUCTION
BRAND STORY
PRIMARY IDENTITY
TYPOGRAPHY
SECONDARY IDENTITY
WHY
VISION
INSTITUTIONAL MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
001
INTRODUCTION
WHY
WHAT
HOW
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I N T INTRODUCTION
RODUCTION
BRAND STORY
PRIMARY IDENTITY
TYPOGRAPHY
SECONDARY IDENTITY
WHYWHY
VISION
INSTITUTIONAL MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
WHAT
VHHS BRAND
ACTIVITIES MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOWHOW
ATTRIBUTES
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
007

WHY DO WE HAVE
BRAND GUIDELINES?
WHAT WENT INTO THIS BOOK?
HOW DOES THIS BOOK

HELP VHHS?
Many times, people associate the term brand with logos or other
This book began with a strategic initiative to uncover the best
Everyone who is a part of Vestavia Hills High School wants to tell
visual identities, but an organizations brand involves much more.
qualities and characteristics of the Vestavia Hills High School Rebels.
a compelling story about what it means to be Vestavia Hills High
The brand is a holistic representation of the organizations reputation.
An extensive research process revealed a multitude of distinctive
School Rebel. Being a VHHS Rebel has its own definition that is
Brand guidelines are in place to provide standards for the imagery,
traits, traditions and values shared by the brands most involved
unique to the school and those who are a part of the school. While
messaging and other various tactics that are used to represent the
audiences. The findings were analyzed to discover VHHSs unique
VHHS speaks to a variety of external and internal audiences, the
school and its brand. Brand identity standards are continuously
place among the community, state and nation. Communications by
tools in this brand book are in place to inspire VHHS stakeholders
reviewed and updated to remain consistent and relevant in the
all VHHS stakeholders should be woven through this platform, which
to be a part of the schools story, so that they may, collectively and
marketplace. Consistency among all of the various facets of Vestavia
will amplify the voice of the brand, as they will all steam from a
individually, benefit from association.
Hills High School protects the strength of the brand and solidifies
common thread.
name recognition. It is the role of the brand stakeholders to uphold

the brand standards and protect the image perception of Vestavia
Hills High School.
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INTRODUCTION
BRAND STORY
PRIMARY IDENTITY
TYPOGRAPHY
SECONDARY IDENTITY
WHY
VISION
INSTITUTIONAL MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
002
BRAND STORY
VISION
VHHS BRAND
ATTRIBUTES
OVERVIEW
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INTRODUCTION
BBRRAAN
NDD SSTTOORRYY
PRIMARY IDENTITY
TYPOGRAPHY
SECONDARY IDENTITY
WHY
VISION
VISION
INSTITUTIONAL MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS
VHHS BRAND
BRAND
ACTIVITIES MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
ATTRIBUTES
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
OVERVIEW
007

THE VISION
In the early 1970s, Vestavia Hills High School was established when the
community decided to break away from Berry High School. The seniors were
given the opportunity to decide whether or not they wanted to attend the
new school or remain at Berry. Those that decided to leave and start the new
school deemed themselves as Rebels, the beginning of a legacy that remains
prevalent in the brand of Vestavia Hills High School. As generations have passed
through the school, the students have developed a reputation for excellence, hard
work, community service and unity. While these values and traditions remain
constant, the visual identity of the school has evolved. With a renewed focus
on the importance of a clear and consistent brand identity, Vestavia Hills High
School now showcases an all-encompassing brand package with visuals that are
universally applicable and appropriately represent all audiences associated with
the school in a relevant, authentic and meaningful way. This brand guide serves
as a directive for brand implementation to ensure the high standard of the brand
identity is upheld moving forward. The outline enables anyone using the visuals
to express the brand appropriately and effectively across all applications and
mediums.
THOSE THAT
DECIDED TO
LEAVE AND
START THE NEW
SCHOOL DEEMED
THEMSELVES
AS REBELS
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INTRODUCTION
BB RR AA N
N DD SS TT OO RRYY
PRIMARY IDENTITY
TYPOGRAPHY
SECONDARY IDENTITY
WHY
VISION
VISION
INSTITUTIONAL MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS
VHHS BRAND
BRAND
ACTIVITIES MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
ATTRIBUTES
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
OVERVIEW
THE BRAND
The elements that define the brand identity of Vestavia Hills High School work
cohesively to represent all of the unique attributes of the brand. From the word
choice, color choice, typography, graphics and imagery, each component plays
an integral role in shaping the distinctiveness of Vestavia Hills High School and
the persona of a Vestavia Hills High School Rebel. With consistent, relevant and
detailed assets, the brand of Vestavia Hills High School can take shape across all
mediums so that it may adequately represent the holistic brand story and express
the values of a true Vestavia Hills High School Rebel.
The updated Vestavia Hills High School brand identity honors the schools
tradition and core values while integrating a modern edge that positions the
brand for the future. These marks are designed to propel the brand forward and
provide a strength and power that resonates with both internal and external
audiences. Through abundant research the brand story was unveiled, and with
first-class creative talent and strategic planning the new imagery revolutionizes
an iconic brand into a complete, consistent brand identity.
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INTRODUCTION
BBRRAAN
NDD SSTTOORRYY
PRIMARY IDENTITY
TYPOGRAPHY
SECONDARY IDENTITY
WHY
VISION
VISION
INSTITUTIONAL MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS
VHHS BRAND
BRAND
ACTIVITIES MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
ATTRIBUTES
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
OVERVIEW
BRAND ATTRIBUTES
BRAND OVERVIEW
The brand attributes are the values and characteristics that represent the
The brand of Vestavia Hills High School is not limited to a logo or an image.
essence of the brand. These principles served as a filter for the creative
The following core elements including the primary and secondary logos, colors,
process when creating the brand imagery. These are the prominent ideals of
typeface and brand expressions are the visual tools used to represent the true
the Vestavia Hills High School Rebel brand.
values and characteristics of the VHHS brand. These tools are designed to be

I. TRADITION
II. LEADERSHIP
III. UNITY
I V. P R I D E
V. S E R V I C E
VI. TEAMWORK
VII. EXCELLENCE
VIII. ACADEMICS
I X . AT H L E T I C S
X . I N V O LV E M E N T
XI. COURAGE
XII. TOGETHERNESS
XIII. COMMUNITY
X I V. C O M PA S S I O N
flexible, to allow creativity and individuality and appropriately represent each

of the distinct organizations, groups and individuals that make up the brand.
However, to effectively represent the essence of a VHHS Rebel and protect the
brand experience, these core elements must align and maintain consistency.
The following sections provide creative guidance on the use of each of the brand
elements. With appropriate use, each of these elements can be used to scale the
reach of VHHS in a way that is effective and recognizable. The brand identity
of VHHS supports the ideals of tradition, excellence, service and achievement.
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INTRODUCTION
BRAND STORY
PRIMARY IDENTITY
TYPOGRAPHY
SECONDARY IDENTITY
WHY
VISION
INSTITUTIONAL MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
003
PRIMARY IDENTITY
INSTITUTIONAL MARK
ACTIVITIES MARK
COLORS
007

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INTRODUCTION
BRAND STORY
P PR RI M
I MAAR RY YI DI DE ENNT TI TI TYY
TYPOGRAPHY
SECONDARY IDENTITY
WHY
VISION
INSTITUIONAL
INSTITUTIONAL
MARK
MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES
ACTIVITIESMARK
MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
COLORS
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
007

NEW
INSTITUTIONAL MARK
While the traditions of Vestavia Hills High School served as the basis for the
values and ideals of the school, over time logos and verbiage that represent the
school have evolved. The new institutional logo propels VHHS forward into the
modern era with a mark that represents innovation, forward thinking and learning
without limits. THE LOGO SERVES AS THE PRIMARY MARK OF VESTAVIA
HILLS HIGH SCHOOL IN ANY CAPACITY. The mark should be used as the
main identifying device in all institution related activities. The mark is not limited
for use in only an educational capacity, and it can be adopted for use by school
affiliated clubs, organizations, groups, athletic teams, etc.
INSTITUTIONAL MARK
PMS 200 PMS 288
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INTRODUCTION
BRAND STORY
PPRRI IMMAARRYY I IDDEENNTTI ITTYY
TYPOGRAPHY
SECONDARY IDENTITY
WHY
VISION
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS BRAND
INSTITUTIONAL
MARK
INSTITUIONAL
MARK
ACTIVITIESMARK
MARK
ACTIVITIES
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
COLORS
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
INSTITUTIONAL MARK
PMS 200 PMS 288
INSTITUTIONAL MARK
PMS 200 PMS 288
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INTRODUCTION
BRAND STORY
PPRRI M
I MAARRYY I D
I DEENNTTI TI TYY
TYPOGRAPHY
SECONDARY IDENTITY
WHY
VISION
INSTITUIONAL
MARK
INSTITUTIONAL
MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES
ACTIVITIESMARK
MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
COLORS
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
INSTITUTIONAL MARK
VARIATIONS
007

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INTRODUCTION
BRAND STORY
PPRRI IMMAARRYY I IDDEENNTTI ITTYY
TYPOGRAPHY
SECONDARY IDENTITY
WHY
VISION
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS BRAND
INSTITUTIONAL
MARK
INSTITUIONAL
MARK
ACTIVITIESMARK
MARK
ACTIVITIES
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
COLORS
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
007

IMPROVED
ACTIVITIES MARK
At Vestavia Hills High School, EXCELLENCE and TRADITION are two common themes
shared by the students, faculty, staff and community. The activities mark gives a nod
at the iconic lettering of varsity athletics and is deeply rooted in the marks historically
used by the school. This version is built on a strong foundation of equity that has
developed from decades of achievement in not just athletics but all school sponsored
organizations. Subtle refinements to the mark have been made to define the geometry,
scale and color to ensure consistency with use. The overall proportions of the letter form
have been slightly adjusted from the previously used versions, with a decreased weight
of the body (vertical) stroke and increased weight of the cross (horizontal) strokes. The
connections between the strokes have evolved which features subtly curved joints. The
INTERLOCKING VH LOGO IS USED AS THE PRIMARY MARK for all Vestavia Hills
High School affiliated organizations.
APPROVED VARIATIONS (3)
ACTIVITIES MARK
PMS 200 PMS 288
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INTRODUCTION
BRAND STORY
PPRRI M
I MAARRYY I D
I DEENNTTI TI TYY
TYPOGRAPHY
SECONDARY IDENTITY
WHY
VISION
INSTITUIONAL
MARK
INSTITUTIONAL
MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES
ACTIVITIESMARK
MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
COLORS
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
007

OFFICIAL
COLORS
Brands and color are indistinguishably linked, as the colors aid in the
communication of the brand idea. Typically, consumers remember a brands
color the most of all visual components, and color aids in brand awareness
and recognition.
PMS 200 (RED)
and
PMS 288 (BLUE)
are the
official colors of Vestavia Hills High School and have remained so since the
schools inception.
PANTONE
PANTONE
C:
16
R:
195
C:
100
R:
36
M:
100
G:
32
M:
91
G:
53
Y:
87
B:
50
Y:
26
B:
111
K:
K:
15
HEX #:
C32032
HEX #:
23356F
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INTRODUCTION
BRAND STORY
PRIMARY IDENTITY
TYPOGRAPHY
SECONDARY IDENTITY
WHY
VISION
INSTITUTIONAL MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
Type is an important element

in the brand story and is a
strong brand identifier.
To maintain a consistent appearance across
004
TYPOGRAPHY
a wide variety of academic, athletic and

all school related communications, a full
alphabet and custom wordmarks have been
designed to enhance the overall brand. The
typefaces are designed to co-exist under the
overarching Vestavia Hills High School brand
PRIMARY TYPEFACE
SECONDARY TYPEFACE
WORDMARKS
SCRIPTS
but provide enough differentiation to appropriately represent each of the various facets
of the school.
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INTRODUCTION
BRAND STORY
PRIMARY IDENTITY
T Y P O G R A P H YY
SECONDARY IDENTITY
WHY
VISION
INSTITUTIONAL MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
NEW
PRIMARY TYPEFACE: Institutional
Galliard
The
Galliard
font is used in association with the institutional logo for the school. The serif typeface was established in the 1970s, the same decade that
Vestavia Hills High School was created. The robust strokes of the font in conjunction with the sharp details provide a distinct attractiveness that is different
from traditional serif fonts but maintains a conventional look and feel. The Galliard typeface has been used by Ivy League institutions in the past, such as Yale,
before those institutions developed fonts of their own. The typeface represents the high educational standards of Vestavia Hills High School and the schools
commitment to excellence across all platforms. The typeface enhances the primary mark of Vestavia Hills High School with a notable and clear text.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
007

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INTRODUCTION
BRAND STORY
PRIMARY IDENTITY
T YYPPOOGGRRAAPPHHYY
SECONDARY IDENTITY
WHY
VISION
INSTITUTIONAL MARK
PRIMARY
PRIMARY TYPEFACE
TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES MARK
SECONDARY
SECONDARY TYPEFACE
TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
COLORS
WORDMARKS
WORDMARKS
1REBEL
SCRIPTS
SCRIPTS
FULL LOCK-UP
OVERVIEW
NEW
PRIMARY TYPEFACE: Activities
United Serif Black

The
United Serif font provides a traditional varsity athletics look, which ties in to Vestavias rich history in athletics and extra-curricular activities.
The hardworking and resilient nature of Vestavia Hills High School students, faculty, staff and alumni is signified by the bold, strong typography. The United
Serif font complements the educational look of the Galliard font to maintain a traditional look and appropriately represent athletics, fine arts and other extracurricular ACTIVITIES ASSOCIATED WITH THE SCHOOL.
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INTRODUCTION
BRAND STORY
PRIMARY IDENTITY
SECONDARY IDENTITY
WHY
VISION
INSTITUTIONAL MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
003
003
004
NEW
SECONDARY TYPEFACE: Complementary
Univers Condensed Sans Serif

The sans serif version of the
UNIVERS font family was selected as the secondary identity to provide a COMPLEMENT to the primary athletic typeface.
This secondary font is for use in lock-ups, headlines or to customize the primary marks for specific sports or school affiliated organizations.
007

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INTRODUCTION
BRAND STORY
PRIMARY IDENTITY
T YYPPOOGGRRAAPPHHYY
SECONDARY IDENTITY
WHY
VISION
INSTITUTIONAL MARK
PRIMARY
PRIMARY TYPEFACE
TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES MARK
SECONDARY
SECONDARY TYPEFACE
TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
COLORS
WORDMARKS
WORDMARKS
1REBEL
SCRIPTS
SCRIPTS
FULL LOCK-UP
OVERVIEW
007

NEW
WORDMARKS
GALLIARD
GALLIARD
UNITED
UNITED + UNITED
UNITED + UNIVERS
UNITED
UNITED
UNITED + UNITED
UNITED + UNIVERS
UNITED
001
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INTRODUCTION
BRAND STORY
PRIMARY IDENTITY
SECONDARY IDENTITY
WHY
VISION
INSTITUTIONAL MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
003
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007

IMPROVED
SCRIPTS
Primarily used in baseball and softball, the script wordmarks are created to give a nod to the heritage of these sports. The stroke is fluid and italicized, which maintains the established look, while the elongated cursive
type provides a modern feel. These traditional marks are designed with inspiration from traditional baseball and softball elements, but can be adopted by other school affiliated organizations.
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INTRODUCTION
BRAND STORY
PRIMARY IDENTITY
TYPOGRAPHY
SECONDARY IDENTITY
WHY
VISION
INSTITUTIONAL MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
005
SECONDARY IDENTITY
SCHOOL CREST
OLD ENGLISH V
FULL LOCK-UP
1REBEL
007

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INTRODUCTION
BRAND STORY
PRIMARY IDENTITY
TYPOGRAPHY
NDDAARRYY I D E N T I T Y
SSEECCOON
WHY
VISION
INSTITUTIONAL MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
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007

TRADITIONAL
SCHOOL CREST
The Vestavia Hills High School crest is a part of the schools heritage and is used
for the most official school communications. This mark is reserved for formal
documents or messages from the school.
SCHOOL CREST
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INTRODUCTION
BRAND STORY
PRIMARY IDENTITY
TYPOGRAPHY
SECONDARY IDENTITY
WHY
VISION
INSTITUTIONAL MARK
PRIMARY TYPEFACE
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES MARK
SECONDARY TYPEFACE
SCHOOL CREST
OLD ENGLISH V
HOW
ATTRIBUTES
COLORS
WORDMARKS
003
003
OVERVIEW
SCRIPTS
007

INCORRECT USAGE
1REBEL
FULL LOCK-UP
TRADITIONAL
OLD ENGLISH V
The OLD
ENGLISH V is a mark with strong HISTORICAL ties to Vestavia Hills
baseball. The mark was first established in connection to the baseball team under the
leadership of Hall of Fame head coach, the late Sammy Dunn. The mark has become
an iconic part of the baseball teams history, which won nine Class 6A titles under the
legendary Coach Dunn from 1991-2000. The mark is an important part of the teams
brand moving forward and may be adopted by other sports teams as well.
OLD ENGLISH V
PMS 200 PMS 288
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INTRODUCTION
BRAND STORY
PRIMARY IDENTITY
TYPOGRAPHY
N DD AA RRYY I D E N T I T Y
SS EE CC OO N
WHY
VISION
INSTITUTIONAL MARK
PRIMARY TYPEFACE
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES MARK
SECONDARY TYPEFACE
SCHOOL CREST
OLD ENGLISH V
HOW
ATTRIBUTES
COLORS
WORDMARKS
OVERVIEW
SCRIPTS
007

INCORRECT USAGE
1REBEL
FULL LOCK-UP
NEW
1REBEL
The
1REBEL
slogan and
1REBEL
mark by itself are additional graphic
identities of Vestavia Hills High School and all Vestavia Hills High School
affiliated teams or organizations. The full mark is a tribute to the legendary
head football coach, Buddy Andersons famous saying, When you play one
Rebel, you play us all. This saying has become an iconic message for all
Vestavia Hills High School students, faculty, staff and alumni and has long
been used by the school with pride. The concept speaks to the schools
longstanding reputation as united, supportive and spirited. This mark or the
1REBEL mark by itself can be used by any individual or group associated

with the school
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INTRODUCTION
BRAND STORY
PRIMARY IDENTITY
TYPOGRAPHY
S EE C
CO
ON
ND
DA
AR
R YY II D
D EE N
N TT II TT Y
Y
S
WHY
VISION
INSTITUTIONAL MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
NEW
FULL LOCKUPS
Full lockups allow the various athletic teams or extra-curricular
organizations to develop their own identity under the main
Vestavia Hills High School brand. The lockups help promote
unity and maintain consistency across all Vestavia Hills
High School teams or organizations by sharing a COMMON
APPEARANCE and hierarchy.
SOCCER
EACH ORGANIZATION BENEFITS FROM BEING

A PART OF VESTAVIA HILLS HIGH SCHOOL.
BASKETBALL
SOFTBALL
FOOTBALL
007

001
002
003
004
005
005
006
INTRODUCTION
BRAND STORY
PRIMARY IDENTITY
TYPOGRAPHY
NDDAARRYY II D
D EE N
N TT II TT YY
SSEECCOON
WHY
VISION
INSTITUTIONAL MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
THE CONCEPT IS NOT LIMITED TO JUST ATHLETICS but designed for all groups, clubs, teams, etc.
007

ACTIVITIES LOCKUPS
VARIATIONS
27
28
001
002
003
004
005
006
INTRODUCTION
BRAND STORY
PRIMARY IDENTITY
TYPOGRAPHY
SECONDARY IDENTITY
WHY
VISION
INSTITUTIONAL MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
007

When developing and

maintaining a strong brand
identity, consistency is one of
the most important factors.
While maintaining the individuality of
006
each element that makes up the brand,

a consistent look and feel helps build
credibility and equity that enable the brand
to withstand the test of time. Additionally,
consistency helps propel the brand above its
competitors and stand out as different from
OVERVIEW
the rest. The following provide concepts
INCORRECT USAGE
for use of the brand in an appropriate
USAGE MOCK-UPS
and relevant way. Additionally, visuals are

provided to show incorrect use of the brand
to protect the graphic identity.
001
002
003
004
005
INTRODUCTION
BRAND STORY
PRIMARY IDENTITY
TYPOGRAPHY
SECONDARY IDENTITY
N DD AA PP PP LL II CC AT
AT II O
ON
N
BB RR AA N
WHY
VISION
INSTITUTIONAL MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT
INCORRECT USAGE
USAGE
HOW
ATTRIBUTES
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
INCORRECT USAGE
At no time should the Vestavia Hills High School brand elements be used in ways not outlined in this brand style guide.
The following images show improper use of the brand. THIS INCLUDES CROPPING, MODIFYING, STRETCHING, DISTORTING OR AMENDING THE GRAPHICS.
DO NOT DISTORT LOGOS
DO NOT ADD ELEMENTS

TO ANY MARKS
DO NOT ALTER COLORS
DO NOT CROP LOGOS
DO NOT
ADJUST PROPORTIONS
DO NOT SKEW OR
ROTATE ANY MARKS
If the use of a brand element is questionable, the school should approve the image prior to being printed or used.
006
006
007

29
30
001
002
003
004
005
006
INTRODUCTION
BRAND STORY
PRIMARY IDENTITY
TYPOGRAPHY
SECONDARY IDENTITY
WHY
VISION
INSTITUTIONAL MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
007
007

001
002
003
004
005
006
INTRODUCTION
BRAND STORY
PRIMARY IDENTITY
TYPOGRAPHY
SECONDARY IDENTITY
WHY
VISION
INSTITUTIONAL MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW

To
PROTECT the brand of Vestavia Hills High School it is important to maintain ownership of the visual elements.
The following GUIDELINES are available to establish licensing and trademark protocols:
REGISTER WITH LEARFIELD

PARTNERS AS A PARTICIPATING
PROGRAM
It is strongly recommended that Vestavia Hills High School contract
This new brand guideline, coupled with a partnership with Learfield Partners,
with Learfield Partners to oversee all licensing of merchandise. This
provides an organized and professional approach for the protection of the Vestavia
program is free to high schools and provides a resource for the school to
Hills High School brand. Additionally, this method will help increase new sales
receive quarterly reports on merchandise sales and distribution of royalty
in retail stores currently not engaged in high school sports within Vestavia Hills.
revenues. Learfield Partners will act as the agent for Vestavia Hills High
School in all situations involving retailers. This entails communicating
Licensing and royalties only involve retail merchandisers returning revenue off
proper logo usage, collection of royalties, and in some cases cease and
of the VHHS brand. Thus, school affiliated booster clubs and team sales must
desist letters for vendors to stop production of unauthorized production
still comply with the standards in the style guide but will not be subject to pay
and sales of officially branded merchandise.
royalties in order to use the visual elements.
007
007
MAARRKKSS && LLIICCEENNSSIINNGG

TTRRAADDEEM
PROTECT
PROTECT AND
AND PRESERVE
PRESERVE
31
2016
2021
2026
2031
2036
2041
2046
2051
2056
32
2017
2022
2027
2032
2037
2042
2047
2052
2057
2018
2023
2028
2033
2038
2043
2048
2053
2058
2019
2024
2029
2034
2039
2044
2049
2054
2059
2020
2025
2030
2035
2040
2045
2050
2055
2060
001
002
003
004
005
006
INTRODUCTION
BRAND STORY
PRIMARY IDENTITY
TYPOGRAPHY
SECONDARY IDENTITY
WHY
VISION
INSTITUTIONAL MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
007

001
002
003
004
005
006
INTRODUCTION
BRAND STORY
PRIMARY IDENTITY
TYPOGRAPHY
SECONDARY IDENTITY
WHY
VISION
INSTITUTIONAL MARK
PRIMARY TYPEFACE
SCHOOL CREST
OVERVIEW
WHAT
VHHS BRAND
ACTIVITIES MARK
SECONDARY TYPEFACE
OLD ENGLISH V
INCORRECT USAGE
HOW
ATTRIBUTES
COLORS
WORDMARKS
1REBEL
SCRIPTS
FULL LOCK-UP
OVERVIEW
007

ALWAYS
A REBEL.
33
1 5 0 0 1 S T AV E N O R T H
UNIT 99
BIRMINGHAM, AL 35203
KNIGHTEADY.COM

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BRAND AND IDENTITY GUIDE

TRADEMARKS & LICENSING

TRADEMARKS & LICENSING

TRADEMARKS & LICENSING

TRADEMARKS & LICENSING

WHAT WENT INTO THIS BOOK?

HOW DOES THIS BOOK

This book began with a strategic initiative to uncover the best

Everyone who is a part of Vestavia Hills High School wants to tell

visual identities, but an organizations brand involves much more.

qualities and characteristics of the Vestavia Hills High School Rebels.

a compelling story about what it means to be Vestavia Hills High

The brand is a holistic representation of the organizations reputation.

An extensive research process revealed a multitude of distinctive

Brand guidelines are in place to provide standards for the imagery,

traits, traditions and values shared by the brands most involved

audiences. The findings were analyzed to discover VHHSs unique

VHHS speaks to a variety of external and internal audiences, the

school and its brand. Brand identity standards are continuously

place among the community, state and nation. Communications by

tools in this brand book are in place to inspire VHHS stakeholders

reviewed and updated to remain consistent and relevant in the

all VHHS stakeholders should be woven through this platform, which

to be a part of the schools story, so that they may, collectively and

marketplace. Consistency among all of the various facets of Vestavia

individually, benefit from association.

name recognition. It is the role of the brand stakeholders to uphold

TRADEMARKS & LICENSING

TRADEMARKS & LICENSING

TRADEMARKS & LICENSING

the Vestavia Hills High School Rebel brand.

flexible, to allow creativity and individuality and appropriately represent each

TRADEMARKS & LICENSING

TRADEMARKS & LICENSING

TRADEMARKS & LICENSING

PPRRI IMMAARRYY I IDDEENNTTI ITTYY

TRADEMARKS & LICENSING

TRADEMARKS & LICENSING

PPRRI IMMAARRYY I IDDEENNTTI ITTYY

TRADEMARKS & LICENSING

APPROVED VARIATIONS (3)

TRADEMARKS & LICENSING

PMS 200 (RED)

PMS 288 (BLUE)

Type is an important element

a wide variety of academic, athletic and

TRADEMARKS & LICENSING

PRIMARY TYPEFACE: Institutional

TRADEMARKS & LICENSING

PRIMARY TYPEFACE: Activities

United Serif Black

TRADEMARKS & LICENSING

SECONDARY TYPEFACE: Complementary

Univers Condensed Sans Serif

TRADEMARKS & LICENSING

TRADEMARKS & LICENSING

TRADEMARKS & LICENSING

APPROVED VARIATIONS (8)

APPROVED VARIATIONS (8)

TRADEMARKS & LICENSING

TRADEMARKS & LICENSING

TRADEMARKS & LICENSING

ENGLISH V is a mark with strong HISTORICAL ties to Vestavia Hills

APPROVED VARIATIONS (3)