Contains a proposal for new branding for South Loop Elementary School in Chicago.

1. Proposed Brandingfor South Loop Elementary School Presented by Marketing and Communications CommitteeSouth Loop Local School Council July 2011

2. Horizontal Markand Tagline The horizontal mark and tagline would be the preferred logo for the school and would be used on letterheads, advertisements and the website banner. The tagline should always be incorporated into the logo as it communicates the South Loop Experience.

3. Horizontal Markand Tagline – Black and White Black and white variation for copies and grayscale applications.

4. TaglineLearn. Create. Explore. Experience.

5. The Mark

6. Vertical Markand Tagline The vertical mark and tagline would be used when the collateral required a more vertical image and horizontal size restricted use of the horizontal logo. An example would be tri-fold brochures. The tagline should always be incorporated into the logo as it communicates the South Loop Experience.

7. School Mascot Option 1 The Lion will continue to be the school Mascot. It will be an integral part of our website design used to connect students to a student-centric portion of the website and to rejuvenate our South Loop Way messaging. A simplified version of this image would be used for our school “Pride Wear” The school mascot should NEVER be used in place of the school logo, and the Lion head should never appear without committee approval of the design.

8. School Mascot – One Color Option Option 1 To be used on t-shirts and one color applications. Could be printed gold or white on blue or blue on gold for pride wear applications.

9. School Mascot Option 2 The Lion will continue to be the school Mascot. It will be an integral part of our website design used to connect students to a student-centric portion of the website and to rejuvenate our South Loop Way messaging. A simplified version of this image would be used for our school “Pride Wear” The school mascot should NEVER be used in place of the school logo, and the Lion head should never appear with wording other than “LION PRIDE”

10. Lion Pride The “Lion Pride” theme will be used to build school spirit and as a foundation for the South Loop Way. Spirit Wear will be called Pride Wear Pride Wear will carry the new mascot along with the words (Note: there will be a simplified version for printing) Website will have a Lion Pride section with student-centric material that provides a window into our school culture. The “Lion Pride” theme should be used in messaging about all family & community building activities including, but not limited to: Volunteering activities FIG Events Community Service Activities (e.g., Clean & Green)

11. Lion Pride

12. Personalizing the Lion We will hold a contest to name the South Loop Lion mascot, open only to students after school starts Lion’s name will be used in the messaging around the South Loop Way. (e.g., Name says that being safe means….) This will make the South Loop Way more accessible to the students. Posters featuring the Lion can be placed around the school with South Loop Way messaging. In the future, our Lion could be animated to provide enhanced messaging around the South Loop Way, as well as virtual tours of our school which would introduce prospective families to our school culture.

13. Friends & Family Logo The Friends & Family Logo will be used in ALL fundraising activities and should be present in all fundraising collateral and messaging. If a donor will be writing a check to Friends & Family, then it is a Friends & Family activity, and this branding should be used in all collateral and messaging so that it is clear that F&F is sponsoring the event. Donate buttons on the website will use this logo.

14. Website Mockup

15. Website Design Colors will be playful and youthful, with use of primary colors so that we look like a school and not a corporation. Menu’s will be simplified Logo/Tagline will have prominent place at the top. Friends & Family logo will be present for all donate now objects Important Dates calendar integrated with Google calendar for easy updating Site Map on next slide

16. About Us Enrollment Enrichment Parents Get Involved Lion Pride Letter from the Principal Open House Information Fine & Performing Arts Year-Round Fundraising The South Loop Way Virtual Backpack Mission/Our Story Clubs Students Spotlight Parent FAQ’sHandbook Special Events Kindergarten – 8th Grade Tuition-Based Preschool Athletics School Forms LSC & Committees Classroom Page Links Friends & Family of SLS After School Drop-off and Dismissal Donate Check Grades Calendar Cultural Exploration Volunteer School Menus SLES in the News Student Resources Summer Camp Fun stuff Location/Map Contact Form Teacher/Staff Directory Community Partnerships Order Spirit Wear

17. Other Deliverables Word Templates for the following Official Letterhead Letter – Black & White Official Letterhead Letter - Color Press Release Newsletters PowerPoint Template Presentation Template to be used for all presentations related to the school, will have standard theme, color palette, master slides Email Template Fundraising email template School-Family email template Press Release email template