To understand the function and value of the McCallie School identity, it is important to recognize that every organization has a specific public identity—an identity partly formed by the look of its printed materials, stationery, website, etc. Each element of communication contributes to the overall impression people have of the organization. When an organization’s identity program is a coordinated one, it projects a unified character that works effectively to reinforce all of its activities. It also helps the organization be more cost-effective in its communication efforts by simplifying certain decision-making processes.
The purpose of this brand guide is to explain the components of the McCallie visual identity program, to define its graphic design standards, and to illustrate how these standards are applied. Many of the standards depend on relative size, proportion, and position. These have been developed through careful consideration of many factors, both functional and aesthetic. Adhering to the graphic design standards will ensure continuity, a high standard of quality, and a clear, consistent identity for McCallie.
The goal of this guide is to ensure consistency in the school’s external image by providing faculty and staff and relevant others with a simple point-of-reference for the school’s printing guidelines.
NOTE: McCallie's name and brand are not to be used for commercial purposes without expressed written permission.