The Brand

Mission

At a time of significant changes and expanding choice on the education landscape, enrollment challenges for boarding schools have grown much more complex.

The North American Boarding Initiative was created to respond to the challenges with an aggressive multimillion-dollar, five-year initiative funded by member schools to grow demand for pre-prep and college-prep boarding schools among families in the US and Canada and to raise awareness of the profound, transformational and lifelong difference a 24/7 educational experience offers young people.

NABI is not only an “admission” effort; it is a “mission” effort – fueled by the desire to preserve and enhance the important mission boarding schools live out every day.

Character / Persona

Primary: Explorer

Individualized, energetic, seeks out new paths, loves discovery and adventure, escapes boredom, looks to create more authentic, fulfilling life experiences.

Secondary: Magician

Inspiring, visionary, catalyst for change; seeks transformation for themselves and those around them.

Brand Voice

Language

Smart Active Friendly ("tween friendly" when addressing students) Conversational Expressive

Tone

Honest Inspiring Approachable Confident

Purpose

Spark curiosity Challenge thinking Engage conversation Invite discovery

The Identity

Master Logo

The master logo should be used at all times, however, there are three versions to choose from. The first option is best used at a small scale. The lock-up version should be used in the first instance to show the connection with boarding schools. The URL version can be used as a call to action at the end of slides or end slates. These versions should be used to ensure brand consistency across all communications.

  • "Ready For More" Stacked Logo
  • NABS lock-up
  • "Ready For More" URL

Secondary Logo

The logo also appears in stacked format. It should be used in condensed areas or square formats, such as profile images, keynotes or Snapchat ads.

  • "Ready For More" Master Logo
  • NABS lock-up

Logo Variations

The various treatments allow for the logo to be versatile in any environment. The logo can be used on any of the primary brand colors. The stripes behind the logo are interchangeable to either primary orange, primary green, or white. The type on the wordmark should never be used in any color other than white or black. The logo should never feature a drop shadow.

Spacing and Sizes

The logo should always be surrounded by a minimum area of space. Headlines, body copy, graphics and other elements should not encroach the logo. The area is defined by using the height of the letter “e” in Ready. The margin of clearance is equivalent to the height around the logo, creating an invisible boundary to prevent visual clutter.

Minimum Size

The minimum sizes are shown below. The only instance where the stripes do not appear in the logo are banner ads.

The horizontal version should not appear smaller than 190px wide by 40px tall.
The stacked version should not appear smaller than 140px wide by 77px tall.

The Colors

Primary Colors

Inspired by colors that promote engagement, learning, growth and trust, these colors are bold and vivid. The primary site colors would be used in color blocks and graphics.

  •   Primary Orange
    HEX: #EF641B
    RGB: 239, 100, 27
  •   Primary Green
    HEX: #20B597
    RGB: 32, 181, 151
  •   Primary Blue
    HEX: #344294
    RGB: 52, 66, 148
  •   White
    HEX: #FFFFFF
    RGB: 255, 255, 255

Accent Colors

The deep and secondary colors are used to add richness, depth and layer to the primary colors. The grays have a slightly warm tone to them so the site doesn't come across as too clinical. These neutral tones would be used heavily, while the vivid colors are more for graphics and areas of interest.

  •   Accent Deep Orange
    HEX: #BB480D
    RGB: 187, 72, 13
  •   Accent Deep Green
    HEX: #1B9A81
    RGB: 27, 154, 129
  •   Accent Deep Blue
    HEX: #343969
    RGB: 52, 57, 105
  •   Accent Gray
    HEX: #282827
    RGB: 40, 40, 39
  •   Accent Yellow
    HEX: #E4AC00
    RGB: 228, 172, 0
  •   Secondary Gray
    HEX: #D2D1CC
    RGB: 210, 209, 204

Color Variations

All brand colors have been tested together with at least one type color that passes accessibility standards, although the combinations shown are by no means the only pairings that can be made.

The Typography

Web Fonts

A bold sans serif headline creates an eye-catching statement. Using a straightforward sans serif in the body keeps the look modern and balanced. Poppins, a Google web font, is clean and geometric. It makes for a great heading font and will make almost anything stand out.

Open Sans, a Google web font, is suited for on-screen display and is used for body copy.

Poppins

Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Poppins Semibold
Weight: 600
Style: Normal

Open Sans

Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Open Sans Regular
Weight: 400
Style: Normal
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Open Sans Italic
Weight: 400
Style: Normal

Desktop Font

Arial, a native system font, is used to keep content simple and consistent across systems. It is best used on Keynote or PowerPoint presentations.

Arial

Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Arial
Style: Bold
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Arial
Style: Regular
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Arial
Style: Italic