Helen C. Peirce School of International Studies
School
Rebranding Resource Material for Parent Volunteers & External Vendors
October, 2019
Our brand is the outward representation of who we are as a school community. It visually and verbally represents what we do and how we act.
It is one of the most important assets we have.
In January of 2019, in partnership with Chicago branding and advertising agency 88 Brand Partners, Peirce began the process of assessing the health of the school brand and explore the ways that we could strengthen both the verbal and visual aspects of how we are represented. Following a proven and tailored Workflow, 88 led the new branding initiative that was launched in the spring at the school’s annual Move-A-Thon event. Details regarding this Workflow is available in a document prepared by 88 Brand Partners, called Peirce Branding Workflow Process.pdf.
Before any pen was put to paper, 88 met with over 150 stakeholders representing school administration, staff, students and parents. Through a series of discussions and exercises, groups explored where the Peirce brand was today and how it could evolve in the future. The findings from this exploratory phase were synthesized in a document prepared by 88 Brand Partners, called the Peirce POV.pdf.
After the discussion and approval to continue to the development of the Brand Strategy and Identity, 88 worked to develop concepts that were presented and refined. Understanding the importance of the logo to the overall brand, the decision was made to bring the concepts to the student population for a vote. On April 26, 2019, each classroom reviewed the logo options and students voted for their favorite logo. This process and survey results were outlined in a document prepared by 88 Brand Partners, called Peirce Logo Selection Process & Survey Results.pdf.
Upon review of the student votes, the brand was approved by school administration and parent organization leadership, and was launched on May 17, 2019, at Peirce’s Move-A-Thon.
The launch of a new brand was only the beginning. Now our challenge is to roll out the brand to all stakeholders responsible for representing the school in both written and verbal communications. To ensure that our brand remains consistent at all times and in all places, we have developed this site and the downloadable Peirce Brand Guidelines v2.pdf as reference tools for you to use. The Brand Guidelines document contains rules for the execution of all brand expression and identity. Additionally, we have provided you with key brand elements, including high-resolution logo files, to be used in all Peirce related communications. Should additional elements be needed, there is information provided below on how that material can be developed for your needs.
We invite you to take some time to learn about the new brand and to utilize these new elements in a way that helps us to ensure that the Peirce brand will always be uniformly represented, regardless of who has developed the communications.
For any questions or issues related to this material, please contact Michael McGuire at (312) 664-2500 or at mmcguire@88brandpartners.com.
- Master Brand Logos
- Official School Sub-Brand Logos
- Parent Volunteer Group Logos
- Downloadable Brand Fonts
- Color Palette
Master Brand Logo

Peirce Master Brand Logo in Full Color | Vertical (preferred)
- download as high-resolution logo with white background .jpg
- download as high-resolution logo with transparent background .png
-
download as an Adobe Illustrator File .ai
(not recommended unless accessed by a graphic designer or vendor)

Peirce Master Brand with Tagline Logo in Full Color | Vertical (preferred)

Peirce Master Brand Logo in Black & White | Vertical (preferred)

Peirce Master Brand Logo in Reverse | Vertical (preferred)

Peirce Master Brand Logo in Full Color | Horizontal
- download as high-resolution logo with white background .jpg
- download as high-resolution logo with transparent background .png
-
download as an Adobe Illustrator File .ai
(not recommended unless accessed by a graphic designer or vendor)

Peirce Master Brand with Tagline Logo in Full Color | Horizontal
- download as high-resolution logo with white background .jpg
- download as high-resolution logo with transparent background .png download as an Adobe Illustrator File .ai
(not recommended unless accessed by a graphic designer or vendor)

Peirce Master Brand with IB Logo Lockup in Full Color | Horizontal (preferred)
- download as high-resolution logo with white background .jpg
- download as high-resolution logo with transparent background .png download as an Adobe Illustrator File .ai
(not recommended unless accessed by a graphic designer or vendor)

Master Logo Black & White Horizontal

Peirce Master Brand Logo in Reverse | Horizontal
Official School Sub-Brand Logos

SUB-BRAND LOCKUP
This is our sub-brand lockup. The name of the sub-brand should appear in white on the dark blue rectangle. The colored bar on the top of the rectangle should change color according to the type of sub-brand.
Please see the color coding of sub-brands below.

This is to be used for official Peirce communications. This could be from a specific teacher/classroom/grade, school program, sports team, etc.

This is to be used for school-related alerts (communication that needs special attention, such as CPS news, field trip notices, or save-the-date notifications).

This is meant to be used for the parent volunteer groups.

This is to be used exclusively for when the brand needs to be printed in a two-color situation (t-shirts, signage, etc.).
Parent Volunteer Group Logos
Logos representing the Parent Organizations, as well as each of the four volunteer groups are noted by a mint green bar. Logos provided here are comprehensive and provide a variety of file types for use by parent volunteers, as well as outside production vendors.

Parent Organizations Logo in Full Color | Vertical (preferred)
- download as high-resolution logo with white background .jpg
- download as high-resolution logo with transparent background .png
-
download as an Adobe Illustrator File .ai
(not recommended unless accessed by a graphic designer or vendor)

Parent Organizations Logo in Full Color | Horizontal
- download as high-resolution logo with white background .jpg
- download as high-resolution logo with transparent background .png
-
download as an Adobe Illustrator File .ai
(not recommended unless accessed by a graphic designer or vendor)

Parent Organizations Logo in Black & White | Vertical (preferred)

Parent Organizations Logo in Black & White | Horizontal

Parent Organizations Logo in Reverse | Vertical (preferred)

Parent Organizations Logo in Reverse | Horizontal

Friends of Peirce (FOP) Logo in Full Color | Vertical (preferred)
- download as high-resolution logo with white background .jpg
- download as high-resolution logo with transparent background .png
-
download as an Adobe Illustrator File .ai
(not recommended unless accessed by a graphic designer or vendor)

Friends of Peirce (FOP) Logo in Black & White | Vertical (preferred)

Friends of Peirce (FOP) Logo in Reverse | Vertical (preferred)

Friends of Peirce (FOP) Logo in Full Color | Horizontal
- download as high-resolution logo with white background .jpg
- download as high-resolution logo with transparent background .png
-
download as an Adobe Illustrator File .ai
(not recommended unless accessed by a graphic designer or vendor)

Friends of Peirce (FOP) Logo in Black & White | Horizontal

Friends of Peirce (FOP) Logo in Reverse | Horizontal

Peirce Service Organization (PSO) Logo in Full Color | Vertical (preferred)
- download as high-resolution logo with white background .jpg
- download as high-resolution logo with transparent background .png
-
download as an Adobe Illustrator File .ai
(not recommended unless accessed by a graphic designer or vendor)

Peirce Service Organization (PSO) Logo in Full Color | Horizontal
- download as high-resolution logo with white background .jpg
- download as high-resolution logo with transparent background .png
-
download as an Adobe Illustrator File .ai
(not recommended unless accessed by a graphic designer or vendor)

Peirce Service Organization (PSO) Logo in Black & White | Vertical (preferred)

Peirce Service Organization (PSO) Logo in Black & White | Horizontal

Peirce Service Organization (PSO) Logo in Reverse | Vertical (preferred)

Peirce Service Organization (PSO) Logo in Reverse | Horizontal

Bilingual Advisory Council (BAC)
- download as high-resolution logo with white background .jpg
- download as high-resolution logo with transparent background .png
-
download as an Adobe Illustrator File .ai
(not recommended unless accessed by a graphic designer or vendor)

Bilingual Advisory Council (BAC) Logo in Full Color | Horizontal
- download as high-resolution logo with white background .jpg
- download as high-resolution logo with transparent background .png
-
download as an Adobe Illustrator File .ai
(not recommended unless accessed by a graphic designer or vendor)

Bilingual Advisory Council (BAC) Logo in Black & White | Vertical (preferred)

Bilingual Advisory Council (BAC) Logo in Black & White | Horizontal

Bilingual Advisory Council (BAC) Logo in Reverse | Horizontal

Bilingual Advisory Council (BAC) Logo in Reverse | Horizontall

Parent Advisory Council (PAC) Logo in Full Color | Vertical (preferred)
- download as high-resolution logo with white background .jpg
- download as high-resolution logo with transparent background .png
-
download as an Adobe Illustrator File .ai
(not recommended unless accessed by a graphic designer or vendor)

Parent Advisory Council (PAC) Logo in Full Color | Horizontal
- download as high-resolution logo with white background .jpg
- download as high-resolution logo with transparent background .png
-
download as an Adobe Illustrator File .ai
(not recommended unless accessed by a graphic designer or vendor)

Parent Advisory Council (PAC) Logo in Black & White | Vertical (preferred)

Parent Advisory Council (PAC) Logo in Black & White | Horizontal

Parent Advisory Council (PAC) Logo in Reverse | Vertical (preferred)

Parent Advisory Council (PAC) Logo in Reverse | Horizontal
Downloadable Brand Fonts
Our typography system is made up of two fonts. The primary typeface, Open Sans, should be used on most communications. This typeface can be used in three variations of bold, regular, and light. The secondary typeface, Merriweather, should be reserved for special usage, such as the tagline, or when a complimentary typeface is needed to be paired with the primary typeface.
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Color Palette
Our color palette is dynamic and contemporary. It most heavily relies upon our primary color, Dark Blue, while secondary and extended colors add variation to our look.
Peirce dark blue
M 87
Y 38
K 31
G 46
B 88
Peirce blue
M 86
Y 18
K 5
G 66
B 132
Peirce light blue
M 56
Y 2
K 0
G 108
B 178
Peirce yellow
M 0
Y 92
K 0
G 239
B 36
#ffef24
Peirce mint green
M 2
Y 50
K 0
G 190
B 155
Peirce red
M 94
Y 91
K 1
G 50
B 41