Atkins Red Devils

Official Websites

• https://www.atkinsschools.org
• https://ahs.atkinsschools.org

Brand Guidelines

2013

Brand Summary

Mission

• Elevate each school’s identity, energize the student body, and boost community spirit by providing a unified and impactful brand identity for the Atkins School District [^1].

Core Values

• community engagement
• school spirit
• consistency
• clarity
• tradition
• distinctiveness

Target Audience

• Businesses, individuals, organizations, school district administration, personnel, Board of Education, and the broader community who utilize or interact with the Atkins School District brand [^2].

Personality Traits

• energetic
• aggressive
• bold
• impactful
• professional
• modern

Visual Identity Overview

• The visual identity is characterized by bold red, white, and gray color palettes standardized via Pantone, sharp and impactful logo designs featuring stylized devil and ram mascots, clean lines, modern and structured typefaces, and a graphic, cartoon-like style consistent with athletic and team branding. The design emphasizes symmetry, clarity, and a strong sense of school spirit [^3].

Categories

Brand Imagery

• The image should feature a bold, predominantly red background with a stylized, menacing devil’s face at the center, characterized by prominent, curved horns, almond-shaped eyes with a piercing gaze, and a frowning mouth that conveys an intimidating expression. Above the devil’s face, the text ‘ATKINS’ should be displayed in a curved, uppercase font, following the shape of a banner or scroll, in white color with a slight outline or shadow to enhance contrast. Below this, the words ‘RED DEVILS’ should be prominently written in large, capitalized, white letters with a thick, three-dimensional effect, possibly with a subtle drop shadow to give depth. The overall design should be sharp, impactful, and symmetrical, emphasizing the aggressive and energetic branding of the team, with clean lines and a graphic, cartoon-like style consistent with athletic or team logos.
• The image features a banner or header design for the Atkins School District, with the text ‘ATKINS SCHOOL DISTRICT’ prominently displayed in bold, uppercase letters. Below that, in smaller uppercase letters, there is a subtitle that reads ‘BRAND / IDENTITY GRAPHIC STANDARDS’. The background consists of a sleek, modern graphic layout with the majority of the space in a light gray tone, and a curved, diagonal accent strip running across the image from the upper right corner to the lower left corner, rendered in a darker shade of gray with a subtle gradient to add depth. The overall design is minimalist and professional, emphasizing clarity and branding consistency, suitable for a document or presentation related to graphic standards or branding guidelines for the school district.
• The image should feature a horizontal banner with a dominant red background occupying the upper portion, and a white section in the lower portion. On the left side of the white section, the text ‘ATKINS SCHOOL DISTRICT’ should be prominently displayed in bold, uppercase, dark gray or black font. Beneath this, in smaller, uppercase text, it should say ‘BRAND / IDENTITY GRAPHIC STANDARDS’. The upper red portion must include a stylized, graphic logo of a ram’s head facing right, positioned towards the top right corner, incorporating the same red and white color scheme with some outline or detail accents. The overall design should have a clean, professional appearance suitable for branding standards, with clear separation between the text and the logo, and a modern, structured typeface to convey authority and clarity.
• The image should feature a large, stylized uppercase letter ‘A’ as the central element, rendered in a bold, outlined style with a white fill and a dark border. To the right of the ‘A’, there should be an illustration of a trident with three prongs, also outlined and stylized, in a matching white color with a dark border. Below and slightly overlapping the ‘A’, there should be a magnifying glass icon with a circular lens and a handle, all in the same style and color scheme. The background of the image should be divided diagonally into two contrasting sections: the upper section in red and the lower section in white, creating a dynamic split background effect that highlights the symbols and letter. All elements should have a consistent outline thickness, and the design should have a modern, simplified, and slightly abstract aesthetic suitable for a logo or emblem.

Color Palette

• The colors noted here are the official colors of the district, listed as PMS spot colors. Should the Red tone not be ovailable, the logo should be reproduced in black or white only. It is very important to “match” the colors noted exactly, at all times and in all applications. When unable to match this color exactly, then match as closely as possible. If close matches cannot be achieved, reproduce in black or white only.
• In addition to the Primary Colors, the ASD package utilizes Cinder Grey as an important support color. Grey helps to achieve contrast and add depth to most graphic applicotions.
• | PRIMARY COLORS | SUPPORT COLOR | |—————|————–| | ATKINS RED | CINDER GREY | | WHITE | | *Pantone® 186 | *Pantone® 427|
• *Please note: Pantone® is a registered trademark of Pantone, Inc. The colors shown on this page and throughout this guide ore not intended to match the PANTONE Color Standards. Far the PANTONE Colar Standards, refer to the current edition of the PANTONE Color Formula Guide.
• Should the Red tone not be ovailable, the logo should be reproduced in black or white only.
• It is very important to “match” the colors noted exactly, at all times and in all applications.
• When unable to match this color exactly, then match as closely as possible. If close matches cannot be achieved, reproduce in black or white only.
• NEVER REPRODUCE ANY ATKINS LOGO IN NON ATKINS COLORS

Logo Usage

• The logos, type-faces and colors hove been carefully developed to give the district a distinct image, while also enhancing the “value” of the district’s brand over time. Therefore, it is very important that anyone utilizing these brands strictly adhere to the uniform look and colors of each logo enclosed.
• The colors represent the traditional colors used by the Atkins School District throughout most of its recent history, although they hove now been standardized by identification with the Pantone Matching System (PMS color).
• Should the Red tone not be ovailable, the logo should be reproduced in black or white only.
• It is very important to “match” the colors noted exactly, at all times and in all applications. When unable to match this color exactly, then match as closely as possible. If close matches cannot be achieved, reproduce in black or white only.
• To maintain the integrity of the Atkins School District brands and maximize each logo’s effectiveness and continuity, it is mandatory that all logos be applied as indicated in this manual without modification.
• NEVER USE THE DARK BACKGROUND ART ON A LIGHT BACKGROUND, THIS CAUSES THE IMAGE TO APPEAR AS A “NEGATIVE”
• NEVER REPRODUCE ANY ATKINS LOGO IN NON ATKINS COLORS
• NEVER USE THE WHITE BACKGROUND ART ON A DARK BACKGROUND, THIS CAUSES THE IMAGE TO APPEAR AS A “NEGATIVE”
• NEVER DISTORT ANY ATKINS LOGO IN ANYWAY
• Careful consideration should be given to reproduce the look and colors of the logos as detailed in the guide. Always avoid manipu­lating the art and the colors, so the brand representation remains consistent.

Visual Style

• The logos, type-faces and colors hove been carefully developed to give the district a distinct image, while also enhancing the “value” of the district’s brand over time. Therefore, it is very important that anyone utilizing these brands strictly adhere to the uniform look and colors of each logo enclosed. The colors represent the traditional colors used by the Atkins School District throughout most of its recent history, although they hove now been standardized by identification with the Pantone Matching System (PMS color).
• Color is one of the single most important compo­nents of the Atkins School District Brand / Identity Package. The colors noted here are the official colors of the district, listed as PMS spot colors. Should the Red tone not be ovailable, the logo should be reproduced in black or white only. It is very important to “match” the colors noted exactly, at all times and in all applications. When unable to match this color exactly, then match as closely as possible. If close matches cannot be achieved, reproduce in black or white only.
• In addition to the Primary Colors, the ASD package utilizes Cinder Grey as an important support color. Grey helps to achieve contrast and add depth to most graphic applicotions.
• | PRIMARY COLORS | SUPPORT COLOR | | ATKINS RED | WHITE | CINDER GREY | | *Pantone® 186 | | *Pantone® 427 |
• *Please note: Pantone® is a registered trademark of Pantone, Inc. The colors shown on this page and throughout this guide ore not intended to match the PANTONE Color Standards. Far the PANTONE Colar Standards, refer to the current edition of the PANTONE Color Formula Guide.
• BLACK IS ONLY ACCEPTABLE IF RED IS NOT AVAILABLE
• To maintain the integrity of the Atkins School District brands and maximize each logo’s effectiveness and continuity, it is mandatory that all logos be applied as indicated in this manual without modification. Shown below ore unacceptable examples of Atkins School District logos. NEVER USE THE DARK BACKGROUND ART ON A LIGHT BACKGROUND, THIS CAUSES THE IMAGE TO APPEAR AS A “NEGATIVE” NEVER REPRODUCE ANY ATKINS LOGO IN NON ATKINS COLORS NEVER USE THE WHITE BACKGROUND ART ON A DARK BACKGROUND, THIS CAUSES THE IMAGE TO APPEAR AS A “NEGATIVE” NEVER DISTORT ANY ATKINS LOGO IN ANYWAY
• Careful consideration should be given to reproduce the look and colors of the logos as detailed in the guide. Always avoid manipu­lating the art and the colors, so the brand representation remains consistent.

Layout And Composition

• To maintain the integrity of the Atkins School District brands and maximize each logo’s effectiveness and continuity, it is mandatory that all logos be applied as indicated in this manual without modification. Shown below are unacceptable examples of Atkins School District logos. NEVER USE THE DARK BACKGROUND ART ON A LIGHT BACKGROUND, THIS CAUSES THE IMAGE TO APPEAR AS A “NEGATIVE” NEVER REPRODUCE ANY ATKINS LOGO IN NON ATKINS COLORS NEVER USE THE WHITE BACKGROUND ART ON A DARK BACKGROUND, THIS CAUSES THE IMAGE TO APPEAR AS A “NEGATIVE” NEVER DISTORT ANY ATKINS LOGO IN ANYWAY
• Keep in mind, when setting up art for communications pieces, it is important to have continuity of the brand across all types of correspondence components.
• As the district considers various new ways to market their logos, vendors should always make sure to proof new layouts / applications with their district contact for authorization.

Merchandising Guidelines

• Merchandising the new brand / identity is an important part the district’s extension of their new logos. Careful consideration should be given to reproduce the look and colors of the logos as detailed in the guide. Always avoid manipu­lating the art and the colors, so the brand representation remains consistent. There are a variety of approved versions (noted through­out the guide) for various types of retail and promotional products.

Communications Guidelines

• Shown on this poge are examples of how the logos would be used for various forms of communication. Keep in mind, when setting up art for communications pieces, it is important to have continuity of the brand across oll types of correspon­dence components.

Marketing Applications

• There will be many opportunities for marketing the ASD brand / identity. A few examples of identity extension are shown here to illustrate how important it is to maintain continuity across all products and mediums. As the district considers various new ways to market their logos, vendors should always make sure to proof new layouts / applications with their district contact for authoriza­tion.