Brand Guidelines
From visual design to social media, this site provides tools and guidelines for the New Mexico School for the Arts brand. Faculty, staff, students, communicators, designers and social media butterflies can utilize this site for branding tools and direction. Our collective work is what builds the NMSA brand! If you have questions or feedback, please click here.
logos
Our logos identify and delineate the separate divisions within our organization while maintaining a similar aesthetic and unifying brand style.
images
Our photography connects people with our High School in a way that words can not do alone. Used along with graphic elements, these tools provide a rich resource for visual storytelling.
colors
Along with our logo, our color palette is the most recognizable aspect of our brand identity. Using color appropriately is vital to reflecting a cohesive image.
fonts
Typography—used thoughtfully—is another powerful brand tool to add visual meaning to what is communicated. NMSA’s typography is clear and clean, and flexible enough to apply in a wide range of applications.
voice
These verbal guidelines communicate a “Who We Are” overview of the High School and Art Institute, which drive positive views and deepen interest in the institution for prospective parents and students, and the donor cumminty.
docs
Our organization depends on a variety of business documents, from Powerpoints to letterhead. The wide variety of templates provided in this section will help ensure that we remain consistent in terms of our brand image.
logos
New Mexico School for the Arts
USAGE GUIDELINES
- For official letterheads and school documents, use only 300 dpi .png files
- For advertising and marketing collateral use only vector PDF, .psd or .ai vector graphics
- For web and social media, use 72 dpi .png files
New Mexico School for the Arts – Art Institute
USAGE GUIDELINES
- For official letterheads and office documents, use only 300 dpi .png files
- For advertising and marketing collateral use only vector PDF, .psd or .ai vector graphics
- For web and social media, use 72 dpi .png files
images
USAGE GUIDELINES
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Whenever possible strong imagery of students practicing / performing their art form should be used.
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The diversity of the student body should always be represented.
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Images should always appear branded with NMSA colors and logos.
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Tight cropping and compelling details are preferred.
colors
Theatre / General
HEX: #663564
RGB: 10; 51; 101
CMYK: 64; 89; 33; 19
PANTONE 2622 C
Music / Secondary General
HEX: #f15f2c
RGB: 8; 125; 140
CMYK: 0; 60; 84; 0
PANTONE 1575 C
Visual Arts
HEX: #087D8C
RGB: 8; 125; 140
CMYK: 86; 36; 39; 7
PANTONE 7713 C
Dance
HEX: #2b2f80
RGB: 43; 47;128
CMYK: 100; 98; 9; 8
PANTONE 2738 CP
Creative Writing
HEX: #E6363A
RGB: 230; 54; 58
CMYK: 4; 94; 83; 0
PANTONE 179 C
secondary colors
Light Grey
HEX: #f7f7f7
RGB: 247; 247; 247
CMYK: 2; 1; 1; 0
PANTONE 2622 C
Dark Grey
HEX: #b9b9b9
RGB: 185; 185; 185
CMYK: 0%; 0%; 0%; 27%
PANTONE Cool Gray 4 U
Black
HEX: #000000
RGB: 0; 0; 0
CMYK: 0; 0; 0; 100
PANTONE BLACK 6C
fonts
USAGE GUIDELINES
font family: Avenir
font weight
– titles/headers: ‘Heavy’ or ‘Black’
– copy: ‘Book’ or ‘Medium’
– subtext: ‘Light’ or ‘Light Oblique’
typeface
– titles/headers: typically 12 pt or 14 pt
– copy: typically 11 pt
– subtext: typically 9 or 10
styling
– titles/headers typically in ALL CAPS style
– ‘.’ are used to separate phone numbers
– ‘•’ are used to separate to break up text in address line
– Alternatively, ‘v’ may be used to break up text
– website URL either in ‘Book’ or ‘Heavy’ font weight
– mission statement and boilerplate always in ‘Light Oblique’ font weight
voice
BOILERPLATE
Whenever possible and appropriate, the following boilerplate should appear in all communications, institutional documents, marketing collateral and public relations collateral:
New Mexico’s only public, statewide high school that serves young artists with a rigorous, award-winning professional arts and academic program.
All media releases and public relations collateral should ALSO include the following NMSA-AI boilerplate to delineate the separation of entities:
The New Mexico School for the Arts – Art Institute is a 501 (c)(3) non-profit organization that funds the arts training, residential dormitory and community outreach programs of the New Mexico School for the Arts via private contributions and foundation support.
BOILERPLATE
Whenever possible and appropriate, the following boilerplate should appear in all communications, institutional documents, marketing collateral and public relations collateral:
The New Mexico School for the Arts – Art Institute is a 501 (c)(3) non-profit organization that funds the arts training, residential dormitory and community outreach programs of the New Mexico School for the Arts via private contributions and foundation support.
All media releases and public relations collateral should ALSO include the following NMSA boilerplate to delineate the separation of entities:
New Mexico’s only public, statewide high school that serves young artists with a rigorous, award-winning professional arts and academic program.
docs
Templates
Memos
PowerPoints
Letterheads
Graphic Elements
Apertures
Apertures are graphic shapes that add visual interest to an image. Use them to emphasize a specific part of an image or to add color to an image that may not be completely engaging on its own.
Tessellations
The tessellation pattern adds texture and depth when overlaid onto photography and colored blocks. The tessellation patterns should always be set to between 50 and 80 percent opacity when overlaying an image in Adobe Creative Suite®.
Our graphic elements help convey the uniqueness of our brand image. The triangular elements of the logo and color scheme are emulated in structural elements that convey continuity and consistency between all of our branded materials.
Never use more than one graphic element within a piece of design.
Downloads
Please access this page on
a desktop or laptop computer.