Bellevue Children’s Academy

Official Websites

• https://bcacademy.com

Brand Guidelines

2022

Brand Summary

Mission

• To provide a rigorous and balanced education that cultivates the brightest minds of tomorrow, focusing on academic excellence and the holistic welfare of students in preschool through grade 4 [^1].

Core Values

• academic excellence
• individual attention
• growth
• innovation
• global perspective
• legacy
• preparation
• equipping students for the future
• transparency
• loyalty
• school pride
• intentionality
• care
• dynamic curriculum
• proven methodology
• student welfare
• creativity
• dignity

Target Audience

• Parents who are forward-thinking and want their child to have an enriching schooling experience that builds a foundation for future success, with access to keystone opportunities, specialized attention, and an environment that supports quality education [^2].

Personality Traits

• excellence-focused
• caring
• intentional
• innovative
• transparent
• proud
• dynamic
• individualized
• creative
• friendly

Visual Identity Overview

• The visual identity centers on a shield-shaped emblem featuring the acronym ‘BCA’, a gear symbolizing STEM focus, a globe for international connections, and a plant motif for growth. The color palette includes green, red, blue, and white, with gradients and patterns that express creativity and fun. Typography blends academic seriousness with friendliness, and logo usage is strictly regulated for consistency [^3].

Categories

Brand Imagery

• Do not use the logo at a size smaller than 3.5 inches.
• Do not use the logo at a size smaller than 2.5 inches.
• Do not use the logo at a size smaller than l inches.
• DO NOT skew or distort our logo
• DO NOT add shadows or effects
• DO NOT change the coloring
• DO NOT rearrange elements
• DO NOT rotate the logo
• DO NOT set on different backgrounds
• Our gradient is a soft, colorful expression of the fun, creative aspect of BCA. It can be used as backgrounds or a supporting element. When putting text on our gradient, always use white.
• Our brand pattern in white can go on top of our gradient, as well as any of our logos.
• Only use the gradient in larger areas where all four color points can be seen.
• Our brand pattern is a repeat pattern utilizing our gear element. It can be used as backgrounds or a supporting element.
• When placed on a gradient or brand colored background, use the white pattern at 15% opacity.
• When placed on a white background, use a single brand color at 25% opacity.

Color Palette

• Color Palette

  Nighttime Blue #004759	Cloudy Sky #91b0f2	Warm Sunshine #ff9100	Springtime Grass #8ac238	Blossom Pink #ff3847
  C: 95 R: 0 M: 62 G: 71 Y: 47 B: 89 K: 33	C: 40 R: 145 M: 24 G: 176 Y: 0 B: 242 K: 0	C: 0 R: 255 M: 52 G: 145 Y: 100 B: 0 K: 0	C: 51 R: 138 M: 2 G: 194 Y: 100 B: 56 K: 0	C: 0 R: 255 M: 91 G: 56 Y: 69 B: 71 K: 0
  #387a8a	#abc2f5	#faa330	#b0d173	#fa7073
  #73adba	#c7d6fa	#f7b561	#c7e394	#f79496
  #abe0eb	#e0ebfc	#f5c791	#def2b8	#f5b5b8

• Our gradient is a soft, colorful expression of the fun, creative aspect of BCA. It can be used as backgrounds or a supporting element. When putting text on our gradient, always use white.
• Our brand pattern in white can go on top of our gradient, as well as any of our logos.
• Only use the gradient in larger areas where all four color points can be seen.
• When placed on a gradient or brand colored background, use the white pattern at 15% opacity.
• When placed on a white background, use a single brand color at 25% opacity.

Typography

• 68pt. –This is Kreon Regular, and it’s our big headline font. It has a blend of academic and friendliness that captures the BCA brand.
• 40pt. –Poppins Regular is our heavy-lifting font. It can be used as a secondary headline, and is our font for all blocks of body text. Poppins Semibold can be used to call out a few words.
• 52pt. – Sora Semibold is our tertiary font that is used for captions, tags, and emphasis.
• Kreon Regular is used for titles or really large phrases.
• Kreon Regular and Poppins Regular should always be in sentence case.
• When using Sora Semibold as a H2, use sentence case.
• FOR SUBTITLES AND TAGS, USE SORA SEMIBOLD IN ALL CAPS.

Logo Usage

• Do not use the logo at a size smaller than 3.5 inches.
• Do not use the logo at a size smaller than 2.5 inches.
• Do not use the logo at a size smaller than l inches.
• DO NOT skew or distort our logo
• DO NOT add shadows or effects
• DO NOT change the coloring
• DO NOT rearrange elements
• DO NOT rotate the logo
• DO NOT set on different backgrounds

Tone And Messaging

• These guidelines are provided to give a framework for strategic direction, tone of voice, and visual consistency. Excellence is our focus, so we want our brand to show excellence in every corner. Our entire team should look to these guidelines to direct creative choices and marketing pursuits.
• A brand is a living entity, but the purpose of these guidelines is to help us effectively navigate our evolving brand as we strive to become synonymous with academic success.
• We are intentional in shining the spotlight on our unique, proven approach to education. Where other schools are overcrowded and offer a narrow mold for students to fit into, we have deliberately small class sizes and focus on each student reaching their specific goals.
• To capitalize on this differentiator, we want to boldly brag about the positive effects of our classroom sizes. When parents feel confident that their child is receiving diligent care and attention, their trust in BCA will grow exponentially.
• To capitalize on this differentiator, we want to be transparent about our curriculum and be eager to pull back the curtain for our parents. When they see the high quality that the foundation of our program, they will feel assured that their child is getting the best education.
• To capitalize on this differentiator, we want to proudly showcase our longstanding legacy. We should not shy away from pointing to our past as a reason for investment in our future. When parents understand our legacy, they’ll be excited to enroll their children in BCA.
• The IB approach is not as widely understood as more common education structures, so there is a need to clearly and concisely convey the benefits of the IB academic program and why it results in a better experience for students.
• To combat this threat, there needs to be clarity in our positioning & consistency in our messaging so our market can understand why BCA is the superior choice.
• The common strand throughout our branding is the idea of preparation and equipping our students for a bright future. We don’t offer a one-size-fits-all approach, but rather an educational system that is tailored to the individual student.

Visual Style

• Do not use the logo at a size smaller than 3.5 inches.
• Do not use the logo at a size smaller than 2.5 inches.
• Do not use the logo at a size smaller than l inches.
• DO NOT skew or distort our logo
• DO NOT add shadows or effects
• DO NOT change the coloring
• DO NOT rearrange elements
• DO NOT rotate the logo
• DO NOT set on different backgrounds
• Nighttime Blue #004759
• Cloudy Sky #91b0f2
• Warm Sunshine #ff9100
• Springtime Grass #8ac238
• Blossom Pink #ff3847
• Our gradient is a soft, colorful expression of the fun, creative aspect of BCA. It can be used as backgrounds or a supporting element. When putting text on our gradient, always use white.
• Our brand pattern in white can go on top of our gradient, as well as any of our logos.
• Only use the gradient in larger areas where all four color points can be seen.
• Our brand pattern is a repeat pattern utilizing our gear element. It can be used as backgrounds or a supporting element.
• When placed on a gradient or brand colored background, use the white pattern at 15% opacity.
• When placed on a white background, use a single brand color at 25% opacity.
• 68pt. –This is Kreon Regular, and it’s our big headline font. It has a blend of academic and friendliness that captures the BCA brand.
• 40pt. –Poppins Regular is our heavy-lifting font. It can be used as a secondary headline, and is our font for all blocks of body text. Poppins Semibold can be used to call out a few words.
• Sora Semibold is our tertiary font that is used for captions, tags, and emphasis.
• Kreon Regular is used for titles or really large phrases.
• Kreon Regular and Poppins Regular should always be in sentence case.
• When using Sora Semibold as a H2, use sentence case.
• FOR SUBTITLES AND TAGS, USE SORA SEMIBOLD IN ALL CAPS.

Iconography

• This icon is the most flexible of our logos, and can be used in any areas. The provided color options are all permissible for usage. Do not use the logo at a size smaller than l inches.
• DO NOT skew or distort our logo
• DO NOT add shadows or effects
• DO NOT change the coloring
• DO NOT rearrange elements
• DO NOT rotate the logo
• DO NOT set on different backgrounds

Layout And Composition

• Do not use the logo at a size smaller than 3.5 inches.
• Do not use the logo at a size smaller than 2.5 inches.
• Do not use the logo at a size smaller than l inches.
• DO NOT skew or distort our logo
• DO NOT add shadows or effects
• DO NOT change the coloring
• DO NOT rearrange elements
• DO NOT rotate the logo
• DO NOT set on different backgrounds
• Our gradient is a soft, colorful expression of the fun, creative aspect of BCA. It can be used as backgrounds or a supporting element. When putting text on our gradient, always use white.
• Our brand pattern in white can go on top of our gradient, as well as any of our logos.
• Only use the gradient in larger areas where all four color points can be seen.
• Our brand pattern is a repeat pattern utilizing our gear element. It can be used as backgrounds or a supporting element.
• When placed on a gradient or brand colored background, use the white pattern at 15% opacity.
• When placed on a white background, use a single brand color at 25% opacity.