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Servite Brand Guidelines

Brand Style & Brand Tone

The brand style and brand tone outline the do’s and don’ts for sharing the Servite story with clarity, consistency, and purpose. They provide direction for the words we choose, the visuals we use, and the overall experience we create across every communication.

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Brand Style Guide

  1. Never alter the Servite wordmark or logo variations.
  2. Clear Space: Maintain a minimum clear space around the logo to prevent crowding or interference from other design elements. This ensures the logo remains prominent and uncluttered.
  3. Logo & Wordmark Integrity: The logo should always be displayed in its original proportions without any distortion, stretching, or cropping. Avoid altering the logo’s color, font, or size in ways that reduce its legibility or recognition. Do not alter or reimagine the logo by adding effects, shadows, bevel, or patterns. This includes refraining from adding unofficial text or symbols within or around the logo.
  4. Approved Colors: Always use the official school colors when incorporating the logo into merchandise or promotional materials. Any deviation from the approved color scheme should be avoided to maintain consistency. See color usage.
  5. Prioritize Font Legibility: Choose fonts that are easy to read at various sizes. Consider the distance from which the apparel will be viewed. Avoid overly decorative fonts. Marketing & Communications has 8 pre-approved fonts for Third Tier Guidelines: Roboto, Din Pro, Edo, Brightwall, Credo, Yearbook Solid, Mascot MVB (Adobe font), Impact.
  6. Background Contrast: Ensure the logo is placed on a background that provides sufficient contrast for clear visibility. Avoid placing the logo on busy or low-contrast backgrounds that make it difficult to see.
  7. Logo Placement: The logo should be placed in a prominent position on merchandise or promotional materials, such as the front of apparel or centered on accessories. Avoid placing the logo in areas where it could be obscured or distorted. When the Servite logo is placed on the left chest, it must be no larger than 2 inches in size.
  8. File Formats: Use high-resolution, approved file formats, such as vector files, for the logo to ensure clarity in all sizes. Avoid using low-quality images or screenshots that might blur or pixelate when resized.
  9. Sub-brands and Partnerships: When using the logo in conjunction with other brands or logos, such as sponsors, ensure Servite’s logo maintains equal prominence and isn’t overshadowed by other logos. Maintain the proper space between the Servite logo and any other branding elements.
  10. Specialty, holiday, or cause apparel may be approved as requested.
  11. Suggested thread color: Madeira 1684.

Brand Tone

  1. Respect: All products should respect our Servite charism, ensuring the look and feel of the product aligns with the school's mission to form young men into faith-filled leaders.
  2. Brotherhood Emphasis: Use language that fosters a sense of brotherhood and/or fraternity. Phrases should reinforce Servite’s family-type community.
  3. Professional and Positive Language: Maintain a professional tone across all messaging. Use positive, uplifting language that inspires pride in the school and its traditions.
  4. Avoid Slang or Informality: The tone should avoid slang, emojis, or overly informal expressions to maintain the dignified and professional image of Servite High School.
  5. Highlight Values of Service: Incorporate messages about service to others, reflecting Servite’s emphasis on living a life of service.
  6. Encourage Engagement with Faith: In promotional materials, use language that gently encourages customers to engage with their faith, aligning with Servite’s goal of formation. When quoting scripture, use NABRE as the source.
  7. Respect for Tradition: Acknowledge Servite’s rich history and traditions in the language used and traditional branding. Messages should reflect respect for the school’s legacy and the values that have shaped it.
  8. Music Selection: Ensure all music used in social media posts is appropriate and free from offensive language. Avoid tracks with bleeps or artists with reputations for negative portrayals inconsistent with Servite's mission and values.
  9. Dress Code Compliance: Photos taken during the school day should reflect compliance with the dress code outlined in the Student-Parent Handbook, ensuring a professional and respectful portrayal of Servite students.
  10. Faculty and Staff Representation: Faculty and staff should be portrayed as both strict and fair in their roles, while also showing moments of lightheartedness and fun to reflect the supportive and joyful environment at Servite.
  11. Photography and Videography: Photos and videos should reflect Servite’s values by capturing students and staff in a positive, upbeat light that highlights fraternity, service, and devotion to Mary. Imagery should strike a thoughtful balance between youthful energy and reverence—celebrating spirited moments while honoring the dignity of our Catholic identity. Avoid any hand signals or gestures that could be misinterpreted. Use high-quality, respectful visuals that align with Servite’s mission and tradition.