The official SPS color palette pays homage to the Pacific Northwest, pulling colors from the locations, geography, nature, and climate found in the Greater Duwamish area. These colors exude a sense of excitement, warmth, welcoming, and community.

The colors have been fined tuned to work well with one another. Various pairing can be made to evoke different feelings and convey different messages. Adjustments should not be made to tint, shade, hue, or tone.

Core Colors

Aquamarine, Summer Sun, and Salish Sea are the Core Colors of the SPS brand.

These three colors are the primary colors used for evergreen content, while the rest of the palette plays a supporting role. Both Summer Sun and Salish Sea are represented in the SPS logo while Aquamarine grounds our content firmly in the Pacific Northwest and Seattle at large.

SPS’s visual brand strives to be inviting, energetic, and inclusive while never becoming too casual or playful. This should be kept in mind when using these colors.

All SPS Colors

The Seattle Public Schools logo consists of the symbol and logotype. The layout and size relationship of the symbol and logotype are intentional and must not be rearranged or altered.

The symbol alone, also known as the brand mark, can be used when it will act as a seal, stamp, watermark, or indicator that the related media is representing Seattle Public Schools. When in doubt, use the complete logo with both symbol and logotype.

The brand mark should be used sparingly and only with the approval of the Public Affairs division or SPSTV designers. When used, the brand mark must not be altered or manipulated.

The logo consists of the official Salish Sea and Summer Sun colors found in the district color palette. Alternate color options are available as shown below.

Logo

Brand Mark

Logo Colors

The SPS logo consists of the official Salish Sea and Summer Sun colors found in the district color palette. The logo colors must not be altered at any time.

Black and white versions of the logo and brand mark are available as shown below. These versions may be used when only black and white media are available, or when their use provides the best readability.

Logo Size and Placement

When using the complete SPS logo, it is important to always maintain legibility, clear recognition, and brand integrity at all times.

The SPS logo should never be reduced to less than 1 inch across. This is to make sure it retains legibility at all times. An upper size limit does not exist as long as enough breathing space is properly given.

A clear space equal to the height of the capital “S” in “Seattle” should be given on all sides when the logo is used. This is to prevent graphics, text, or images from feeling to crowded and gives the logo enough space to maintain the logo’s integrity. This applies even when the logo is placed in the corner of a document, web page, or video.

Logo Proper Usage

When using the SPS logo, it must never be altered or adjusted in any way. Here are some tips on how to use our logo properly, avoid common mistakes, and maintain brand standards:

• Do not squash or stretch the logo.
• Do not rotate the logo.
• Do not change the color of the symbol or logotype.
• Do not add effects such as drop shadows, blurs, or glows.
• Do not change the font of the logotype.
• Do not rearrange the layout of the symbol and logotype.
• Do not place the logo on a busy background.
• Do not place a full color version of the logo on a colored background.

Tip: If you have questions or concerns on how to use the logo properly, contact the SPSTV designers for guidance: spstv@hzdl.net.

Brand Mark Size and Placement

When using the brand mark, it is important to maintain legibility, clear recognition, and brand integrity at all times.

Clear space must be given between the brand mark and all other content to maintain the brand mark’s integrity and impact. The clear space is equal to the height of the star within the brand mark and must be given on all sides, as shown here. This applies in all circumstances, even when the brand mark is placed in the corner of a document, graphic, web page, PowerPoint, or video.

The brand mark must not be reduced to less than .5 inches across to ensure legibility at all times. An upper size limit does not exist as long as proper clear space is given.

Brand Mark Proper Usage

When using the Seattle Public Schools brand mark, it must never be altered or adjusted in any way. Here are some tips on how to use the brand mark properly, avoid common mistakes, and maintain brand standards:

• Do not squash or stretch the brand mark.
• Do not rotate the brand mark.
• Do not change the color of the brand mark.
• Do not mirror the brand mark.
• Do not add effects such as drop shadows, blurs, or glows.
• Do not separate out elements of the brand mark or use pieces in isolation.
• Do not place the brand mark on a busy background.
• Do not place a full color version of the brand mark on a colored background.

Tip: If you have questions or concerns on how to use the brand mark properly, contact the SPSTV designers for guidance: spstv@hzdl.net.