Brand Guide

Logos

Academic and institutional logos

The Miller School of Ablemarle logo is an essential element to the brand identity of the school. The primary logo includes the school's iconic bell tower and Miller School of Albemarle logotype. It is a unifying mark that immediately identifies the school. The primary logo should be used whenever possible. There are four variations of the MSA logo: primary, horizontal, horizontal with bell tower, and circle. Unless necessary, the primary logo should be used on all communications. The horizontal logos may occasionally be needed, and circle logo is used on occasion for social media and decals. Institutional logos should never be redrawn or recreated for any purpose. Additional words or graphic elements should never be added.

The Bell Tower Symbol
The Bell Tower symbol is a to-scale logo of the iconic bell tower of Caton Hall. The Bell Tower has served as an iconic symbol for MSA since the construction of Caton Hall in 1883. It is the first thing one sees when entering campus, and it can be seen from the hillsides surrounding MSA's 1,600-acre campus.

The MSA Logotype
Times New Roman is used as primary font for writing assignments in the Modern Language Association format. It is immediately recognizable as academic and delivers a familiar and scholarly tone to viewers. The M and A are 2pts larger than other letters, and the "of" is italicized and 1pt smaller.

MSA SEAL
The MSA seal is a detailed image of the mission and vision of the school in action. From survey equipment to crops, the seal captures the mind, hands, heart motto of MSA in images. The seal is reserved for formal uses.

Color variations

Preferred Full-Color Logo
The full-color (308C with grey "of") logo is preferred on all forms of communication, including business cards, letterhead, email signatures. The full-color logo may only be used on a full white background. Do not use on any grey, black, or dark backgrounds.

One-Color Logo
Use the solid logo when color printing is not an option and for applications such as embroidery, embossing, debossing, die-cutting, or extrusion. (note that a special version of this logo with centered "of Albemarle" for engraved logos on new entrance.

Reverse (Knockout) Logo
Use the white reverse logo on photographic backgrounds. (The full-color logo should never be used over photograph). The white reverse logo may be used on 308C teal background only in print or web. On apparel, it may be used on grey or black (unless Bell Tower Teal is available with sublimation).

Common logo errors

The variations of the MSA logo below represent some of the ways the logo has been incorrectly used in the past. These represent some but not all the incorrect ways to use MSA logo.

 

Fonts

Franklin Gothic URW
Franklin Gothic URW is the primary font for paragraph text in print publications. It can also be used as header font in heavier weight. It is a clean and simple sans serif font that can be used in a variety of weights to create desired look and feel.

Poppins
Poppins (weight 400) is the primary paragraph font for website and digital platforms. It is a clean, sans-serif font meant to feel “approachable,” “friendly,” and “clean/modern.” It is balanced with Header font to balance Miller School’s rich history and tradition with its modern and forward looking future.

LTC Bodoni 175
LTC Bodoni 175 is the Header font for both print and web. It is an elegant serif font that celebrates MSA’s rich history.

 

Athletics logos

Team logos

The Miller School of Albemarle athletic logos are highly visible at interscholastic athletic events throughout the year. Consistent use of logos on team uniforms as well as team apparel and equipment is key to brand recognition across all sports. With the exception of the Endurance Team, athletic teams use athletic-specific logos on uniforms. These sometimes vary in size and shape based on uniform style. Due to embroidery and screen printing limitations, the MSA color for athletic uniforms (with the exception of sublimated clothing) is Adidas Teal.
Logos below are the only versions of Miller School of Albemarle logos permitted on uniforms unless approved ahead of time.

MSA Block Letters
MSA logo is the preferred athletics logo for merchandise and apparel. It is the logo used in gymnasium on chairs and bleachers as well as athletic t-shirts. In general, this is the logo that should be used in place of formal Miller School of Albemarle Bell Tower Logo.

Miller Arc Logo
The simple Miller Arc logo is the most common logo for jerseys and shorts. It can used in a variety of color options depending on base color of uniform. The base color for a uniform should be teal, black, white, or grey.

Big Wide "M"
The MSA "M" is often used on hats, helmets, bags, and shorts. It should not be used on jerseys. The "M" is occasionally used on t-shirts. Color variations can be customized depending on base color.

Maverick Mascot
The Maverick Mascot Head is used on occasion. It is not immediately recognizable as part of the Miller School of Albemarle brand, so a word mark typically accompanies it when used. From a distance, the mascot head is hard to distinguish, which makes it less effective for branding purposes.

Compressed without spacing
The slightly compressed letters allow for a better fit on jerseys. This version of logo is preferred if straight Miller logo is being used.

Compressed with spacing
On occasion, spacing is added to specific jersey designs.

 

Colors

Primary color

The Miller School of Ablemarle school color is Bell Tower Teal. It is the primary color and is paired most frequently with white. Exact color must be used at all times.

Accent & special-use colors

These secondary colors should only be used as accent colors in print and website use (and other specific purposes). They should never be used as a background color for primary logo. Meadow wheat can be used on accent apparel such as hats. However, logo must be used with Bell Tower Teal background. Red Devil Maroon is reserved for Alumni events.

 

Photography

Images are a primary form of brand identity. With the increased reliance on images to tell the story and set the mood of a school, MSA must ensure that every image used in any medium is high quality and purposeful. Any image used must be high-resolution and professional in quality. MSA images are divided into three categories:

GRADE A IMAGE: Professional image that can be used for banners on website and marketing campaigns. In general, these photographs should capture the subject engaged in an activity that can be tied back to mission and values of school. Subjects should be wearing clothing that is brand neutral or properly branded MSA.

GRADE B IMAGE: High-quality image that can be used on website and social media. These images often capture an important moment or are staged for a specific website story. Images are high-resolution and follow general guidelines of a GRADE A.

GRADE C IMAGE: Lower quality image that should not be used for any purpose other than Smugmug or yearbook collages. This includes low-resolution photos or photos that have been heavily edited using Photoshop or other photo editing software. It also includes black and white images and smartphone photos.