Brand Guidelines
De La Salle High School in Concord adheres to strict brand guidelines so as to protect the integrity of its brand identity. The De La Salle name, trademarks, logos, and other brand features must be used in a consistent manner. Deviation dilutes our brand.
The information outlined below is intended to serve as a guide for faculty, staff, business partners, parents, and alumni on how to use De La Salle’s brand assets externally. It is designed to supplement the existing De La Salle Style Guide. The information provided herein should be followed for all printed and electronic marketing and merchandise.
Please note our logos are trademarked and cannot be used on any merchandise (even personal items), without President’s Cabinet approval (CA Registration Nos. 02020084, 02020085, 02020086, 02020087).
Any questions should be directed to the Office of Communications: DLSCommunications@dlshs.org.
Types of Use
Printed and electronic De La Salle Marketing, including (but not limited to):
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Printed Merchandise, including (but not limited to):
- Official school, team, and club clothing and merchandise.
- Unofficial team or club clothing and merchandise, including items for special events, team spirit, and fundraising.
- Promotional items like badges, stickers, wristbands, pens, stress balls, bags etc.
- Miscellaneous fundraising items.
Merchandise & Promotional Items
Like with printed materials, the words De La Salle should always be in Times New Roman font for merchandise and promotional materials. The one exception is with regard to items of clothing. For those, designers can choose between Times New Roman font or Yearbook font (which has been used in The Spartan Bookstore for decades).
Designers should capitalize DE LA SALLE in both the Times New Roman and Yearbook fonts for clothing. However, they can choose between capitalized and non-capitalized Times New Roman when writing De La Salle on other merchandise. Font selection for other words on clothing and merchandise is left to artistic discretion.
The primary colors for the De La Salle brand marks are white and green (PMS 357). Secondary colors are black (to be used on white backgrounds only) or gray (PMS Cool Gray 8). When using the brand mark, please ensure that there is a clear space around its entirety, and do not place any other images on top of it.
For ease of use, we can make the following merchandise marks available to faculty, staff, business partners, parents, and alumni. However, please be advised that all artwork needs to be approved by both the Office of Communications and The Spartan Bookstore before it can be printed. In addition, all clothing items intended for sale must be printed and distributed through The Spartan Bookstore.
Primary Marks
School Seal
The school seal should be present on all official Marketing pieces. It can either be used as part of the De La Salle brand mark, or separate to the brand mark. The primary colors for the seal are white and green (PMS 357). Secondary colors are Black (to be used on white backgrounds only) or gray (PMS Cool Gray 8).
With the exception of the gray school seal, all seals should have a clear space around them. This distance should be a minimum of the length of one arm of the cross within the seal. With the exception of the gray school seal, no images or writing may be placed on top of the seal.
The school seal may be placed on top of images so long as its structure is not compromised and all elements of the seal are clearly visible.
The use of a school seal on merchandise and promotional items is discouraged. Any such usage would need to be pre-approved on a case-by-case basis.
Spartan Head
The school Spartan Head should only be used for athletic materials and merchandise, or when you are trying to convey community or brotherhood.
As with the school seal, the primary colors for the Spartan Head are white and green (PMS 357). The secondary colors are black and gray (PMS Cool Gray 8). The only other color allowed is two specific shades of pink, and this is just for clothing sold in The Spartan Bookstore.
When using the Spartan Head, please ensure that there is a clear space around its entirety. This distance should be a minimum of ¼ inch regardless of whether you are using on Marketing or Merchandise.
With the exception of the gray Spartan Head, no images or writing may be placed on top of the head.
De La Salle Marks
The words De La Salle should always be in Times New Roman font when the words are used as a heading or as a brand identifier. In addition, all letters (with the exception of D, L, and S) should be in lowercase. Font selection for the remainder of the heading, title and/or name is left to artistic discretion.
It is recommended that faculty, staff, business partners, parents, and alumni use one of the four following official De La Salle brand marks for printed communications.
The primary colors for the De La Salle brand marks are white and green (PMS 357). Secondary colors are black (to be used on white backgrounds only) or gray (PMS Cool Gray 8). When using the mark, please ensure that there is a clear space around its entirety, and do not place any other images on top of it.
Secondary Marks
Spartans Logo
The school Spartans brand mark should only be used for athletic materials and merchandise, or when you are trying to convey community or brotherhood. As with the school seal and Spartan Head, the primary colors for the Spartans brand mark are white and green (PMS 357). The secondary color is gray (PMS Cool Gray 8). It is also possible to use an outline version of the Spartans brand mark (in green).
There are no restrictions for clear space, and the brand mark can be used on top and behind other images.
De La Salle Signature
The signature of Saint John Baptist de La Salle is to be used sparingly. It will need to be approved on a case-by-case basis, with the exception of when it is used at the end of a quote attributed to Saint John Baptist de La Salle himself.
As with other school logos and brand marks, the primary colors for the signature are white and green (PMS 357). The secondary colors are black and gray (PMS Cool Gray 8).
When using the signature, please ensure that there is a clear space around its entirety, and do not place any other images on top of it.
DLS Initials
As a school, we are transitioning to spelling out De La Salle for all marketing materials, merchandise, and promotional items. As such, it is important that designers/owners use the brand marks identified on slides 4 and 6. However there may be some instances when the case can be made to use only DLS initials on clothing. These will need to be approved in advance.
When using the initials DLS, designers should not only capitalize but also use the Yearbook font. There are two types of brand mark to choose from - interlocking and regular. Font selection for additional words on the clothing is left to artistic discretion.
As with other school logos and brand marks, the primary colors for the initials are white and green (PMS 357). The secondary colors are black and gray (PMS Cool Gray 8).
When using an initial brand mark, please ensure that there is a clear space around its entirety, and do not place any other images on top of it.
