Colors are a critical element of the Servite High School visual system. The approved colors help build strong recognition and awareness. The more consistently used, the more people will come to associate them with Servite High School.

Primary colors should take the lead in the vast majority of communication pieces and be used most prominently. The secondary colors are meant to be supportive, but should never overpower our primary colors.

PRIMARY COLORS

Four-color process printing:

• Rich black – The rich black build we recommend is 60, 40, 40, 100. Use rich black when printing four-color process to produce a deeper black tone in large, solid areas of black. Rich black should not be used on small type or fine rules as it can cause a misregister or for the type to plug up and lose fine detail.
   
• True Black – For small details use true black at 0, 0, 0, 100.

Screen Printing:

• Ink - When screen printing, every effort should be made to color match the ink to our official Pantone colors. A sample can be provided to assist in this effort.

Embroidery:

• Thread - When embroidering, every effort should be made to color match the thread to our official Pantone colors. A sample can be provided to assist in this effort.
• A few common thread colors are Golden Tan 5870, Marathon RAYON Thread 1338, and Salus AR399.

Secondary Colors

Secondary colors can be used to complement your brand identity for both digital and print purposes only. These secondary colors have been thoughtfully selected to maintain a harmonious visual presence while allowing the primary brand colors to remain dominant. Secondary colors are designed to play a supportive role, enriching your brand's visual palette without overpowering it. To ensure cohesion and balance, these colors should not occupy more than 30% of the overall design space.

FONT Overview

Fonts play a crucial role in brand guidelines because they are a fundamental element of visual communication that significantly influences how a brand is perceived. Our four primary approved fonts are DIN Pro, Roboto, Edo, and Credo. Consistent and appropriate use of these fonts will ensure a cohesive and recognizable brand identity across all communication materials.

Roboto

• Typeface: Roboto
• Characteristics: Roboto belongs to the sans-serif category of fonts, which means it lacks the decorative strokes (serifs) found in serif fonts. The style of Roboto is clean, simple, and modern, characterized by straight lines and geometric shapes. The font's letterforms have a uniform thickness, lending it a mechanical and industrial appearance.
• Usage: Roboto is recommended for primary use. You can use this font to generate the bulk of text in a digital or print piece. This font can also be used as a complementary font when using Credo.
• If you do not have Roboto on your computer the alternative is Din Pro.

Sample Layout 1 : Din & Roboto

Consistent hierarchy in type creates easy-to-read layouts and is ideal when trying to establish a strong brand look and feel. These sample layouts will help us to stay the course.