Classical Conversations
Brand Identity Guidelines
Updated SEPTEMBER 28, 2023
Table of Contents
Section 01 —
Brand Strategy
Every touchpoint of our brand should be anchored by our foundational brand strategy, captured here. This brief comprises the strategic components that serve to define our ideal reputation. This material is not public-facing.
OUR POSITION
Our positioning statement is our radical relevance. It's how are we distinct from the competition.
Classical Conversations is the homeschool program known for connecting lives through learning.
Community offers a unique opportunity for families to experience a strong sense of belonging, while also receiving tangible support and practical resources.
Reasons to Believe
These pillars are the tangible activities & intentional rhythms that empower us to live out our position.
Christian Leadership:
We lead with prayer and Scripture, both at the home office and in community. One of the most important qualifications for our Licensed Directors and Tutors is that they share a Christ-centered worldview.
Community Support:
In a world of social media and online learning, we point people back to local community at every opportunity. Drawing from over 20 years of experience, our company is structured to provide personal coaching for each Licensed Director, helping them recruit and retain families.
Classical Training:
In order to make homeschooling with our programs approachable, we provide extensive training for parents and Directors that is grounded in the same natural methods of learning we advocate for students.
TRUE NORTH
Our True North gives us a common direction by putting words to the ultimate aspiration of our work.
Our mission is to know God and to make Him known, therefore we aspire to develop minds and souls.
Personality attributes
Personality attributes define our brand's distinct voice and character. What do we want people to think and say about us? How is our personality different from any other brand in our industry? These personality attributes should be felt and heard in the way we present ourselves, both visually and verbally.
Faithful:
Our deep-seated beliefs are the constant that shapes not only who we are, but how we approach education and learning.
Resolute:
We hold strong convictions on what education should look like and how it should be experienced, and we have the courage to make it a reality.
Engaging:
We foster a strong sense of belonging by being intentional in how parents are welcomed and immersed in our communities and our philosophy.
Elevating:
We provide a platform that parents can use to envision the future and holistically develop their children, allowing them to truly thrive.
Heartening:
We support families with our whole hearts, minds and spirits centered on providing the encouragement and structure that allow students and parents to succeed.
Audience profiles
Our target audiences allow us to focus on groups of people and organizations that have similar mindsets. This allows us to create a brand that is delivering on specific needs for the people who matter most—however not at the exclusion of anyone else.
Passionate Directors
“Classical Conversations gives me the confidence & structure I need to lead a connected, faithful community.”
The passionate Director is looking for training that will allow them to lead a thriving community of families that seeks to know God and to make Him known.
Committed Parents
“Classical Conversations provides the support and relationships I need as a homeschool parent.”
The committed parent is looking for a place where he or she belong and feel supported in educating children in a timeless way, with community and accountability for their kids and themselves through high school and beyond.
Noble Selling Purpose
(For Support Representatives and above)
I'm here to help this customer by growing and supporting local communities that give parents the tools to confidently homeschool their children using the classical, Christian model.
Noble Selling Purpose
(For Directors)
I'm here to help this customer by growing and supporting local communities that equip parents to provide their children a proven, timeless, Christian home education.
Section 02 —
Verbal Identity
Strong communication requires clarity, consistency, and personality. To create compelling copy for the brand, always keep our audiences, their concerns, and their desires in mind. Our verbal tools serve as starting points and guardrails for writing on brand, using the right words and tone. They also help us externally express our brand attributes, core purpose, and position—emphasizing to the world who we are and why we matter.
Headlines
The quickest, most effective way to bring our brand voice and personality to life is through a headline. Like the title of a page, a headline is placed at the top of supporting copy or content. It should reference and summarize the supporting content in a succinct and compelling way.
Notes: Our headlines exist to create a prominent, branded moment in a piece. Typical applications include the title of a print ad, website page, section of a brochure or social media post.
• You’re Their First Teacher. Be Their Best Teacher.
• Lead Your Child to a World of Possibilities
• Education That Nourishes Mind, Body, and Spirit
• Prepare Your Learner to Be a Leader
• Education Built for Your Schedule and At Your Speed
• Where Learning Develops Naturally
• You’ve Got This, We’ve Got You
• Learn Together, Do Life Together
• Homeschool Together, Do Life Together
• Learning Is a Voyage, You Can Guide the Way
• The Home School Where You’re a Student, Too
• Connecting Lives Through Learning
OUR TAGLINES
Here are some some sample Classical Conversations promotional text to pair with the above headlines.
We believe you are the best teacher for your child. That’s why we’re so excited that you are considering a classical, Christian homeschooling program for your family. We’re eager to support your homeschool journey by offering a consistent road map and weekly accountability in a community of local, like-minded families. Thanks for your interest in Classical Conversations!
—
Homeschooling your child is a big step. You don’t have to do it alone! With Classical Conversations, you are connected to a local community of fellow families, all walking the homeschool journey together.
—
Classical Conversations is the homeschool program that helps you cultivate an
inquisitive, thoughtful child through an intentional, community-based approach.
Learning together with families like yours, you’re equipped with the tools and support
to teach a Christ-centered worldview that’s rooted in the classical model.
We believe education is best experienced together, and that’s why community is the bedrock of our homeschool program. When you’re part of Classical Conversations, you belong to an extended family that’s got your back and is committed to journeying together. Thanks to our decades of expertise, you and your child benefit from the type of comprehensive education that creates bright, observant students who have a lifelong love of learning.
With Classical Conversations, you are never alone.
—
Classical Conversations uses a proven homeschooling method and we offer a
complete K–12 through college credit curriculum.
Conversation Starter
This is a quick descriptor we can all use to introduce who we are and why we stand apart.
It touches on high-level information without getting into detail, empowers us in a conversation, and encourages a deeper discussion.
We’re the homeschool program that helps you cultivate an inquisitive, thoughtful child through an intentional, community-based approach. Learning together with families like yours, you’re equipped with the tools and support to teach a Christ-centered worldview that’s rooted in the classical model.
OPENING PARAGRAPH
This helps us introduce the Classical Conversations brand through a narrative that skims the surface of what we offer. It should hit on most of our key points, distinguish us from the competition, and highlight our unique personality.
How do you teach your child to experience and examine God’s creation? By learning alongside them in a community with a common goal. Classical Conversations empowers you to guide your child’s educational development at every age (and equips you, too!). Our Christ-centered curriculum is rooted in the classical model and is in tune with the way children naturally learn.
We believe education is best experienced together, and that’s why community is the bedrock of our home school program. When you’re part of Classical Conversations, you belong to an extended family that’s got your back, whether you need help with math or an extra hand running errands. Thanks to our decades of expertise, you and your child benefit from the type of comprehensive education that creates bright, observant students who have a lifelong love of learning.
Key Messages
Since our opening paragraph can’t do all the heavy lifting, our key messages allow us to expand on important aspects of our brand.
What Community Looks Like
Together is the best way to learn. Here, you belong to a close-knit group of like-minded parents and students developing lifelong friendships and lasting skills, side by side. Your local community gives you and your child a weekly touchpoint for connection, guidance and growth. As your child’s teacher, you’ll work alongside trained parent-tutors who are at the ready to trade wisdom, offer advice and build relationships. Simultaneously, your child learns the value of teamwork, personal accountability and good academic habits.
—
Becoming a Director
Wondering what’s next in your homeschool journey? If you love Christ, are passionate about classical education and aspire to make connections, you’re already well on your way! As a Licensed Director, you’ll be a local homeschool leader helping to change the face of education. Becoming a Director is an opportunity for you to show parents and students Christian leadership in action, while providing you a platform for personal growth. As you support your community and spread God’s word, you benefit from a network of peers who help you navigate the road ahead.
—
The Classical Model
The classical learning model gradually shapes how children think and learn, by building on how they naturally develop. We begin in the early years with children’s natural inclination to imitate others. Your child builds a rich vocabulary (“grammar”) by repeating and chanting rhymes and songs. As your child grows, we help you channel their curiosity into asking questions and investigating through dialogue (“dialectic”). Finally, we provide opportunities for your maturing student to become a critical thinker and problem solver through writing and conversation (“rhetoric”).
—
Our Global Reach
Wherever you are in the world, we’ll partner with you. With communities in more than 50 countries, curriculum in multiple languages, and a robust global network over 45,000 families strong, we’re the largest classical education provider in the world. But being the world’s biggest doesn’t put us out of reach. Instead, it means we appreciate your unique cultural needs and can connect you with the right resources to home educate your family.
—
Our Expertise & Legacy
In 1997, our story began as most good ones do: with a mother, a necessity, and an invention. Leigh Bortins created Classical Conversations with a desire to give her sons an education that’s proven, timeless, and rooted in a Christian worldview. Though today we’re a little bigger than when we began, our collective drive and commitment remain the same. We’re focused on homeschooling that serves the whole family, empowering parents to equip their children. As a result, our students continually exceed the standards and outperform the national average of peers. Because they love to learn, our students go on to pursue their passions, whether by furthering their education, serving their country, or enjoying successful careers.
—
Launch Message
Just like our communities, Classical Conversations is continually growing and improving. With an updated brand identity, we’re poised to introduce our home school program to the next generation of parents who want more for their child’s education. This new look embraces our past and present, combining new elements with nods to some beloved flourishes that have defined us for generations. As we further expand around the world, we’re excited to engage a wider audience with an energetic, refreshing look that encapsulates the spirit of who we are and the vibrant communities
we serve.
Section 03 —
Visual Identity
Classical Conversations’ visual identity is a unified system comprising core elements such as brandmark, typography, and color, as well as extended expressions including graphic styles and photography. This wide range of tools is designed to be flexible and expandable. To effectively define the Classical Conversations brand, these core elements must be aligned across every touchpoint, from stationery to the website.
PRIMARY LOGOS
Our primary brandmark is the CC Logo which is comprised of our symbol (letter C), our current wordmark, and the words Classical Christian Community. This logo is our most recognizable asset and should be used simply and consistently on any internal and external promotions. The logo can be used with the words underneath when space dictates should be used sparingly.
Logos should be in Royal Blue or Warm White only.
The CC logo also exists as a horizontal logo for use in places where a narrower logo is needed.
CURRENT
SYMBOL
Our symbol (letter C) is the second of our primary brandmarks. As our symbol is less distinct than our wordmark, we should aim to use the two elements together, or in context to one another, as much as possible.
ICON &
profile image
Due to our current symbol's asymmetric nature, mathematically centering our logo will result in an unbalanced design.
The Symbol (C) can be used by itself in ads and promotions where the words Classical Conversations also appears and also as a graphic element (see Section 04 Applications for examples.
The CC Hook which appears under the CC logo can be used as a stand alone graphic element in some designs.
CC BRANDMARKS,
COLOR USAGE
The logo variations shown here are the only acceptable color variants of our CC brandmark. In most instances, where enough contrast can be retained, our brandmark should appear in our signature royal blue.
For more on color, visit the color palette section of this website.
CC LOGO MISUSES
The examples shown here illustrate
incorrect uses of our CC logo. This applies to our CC Symbol (C) and the CC Hook.
Misuses:
• Creating outlines
• Shear or skew
• Use gradients
• Use drop-shadows
• Distort proportions
• Stacking or altering design
• Rotate the brandmark
• Apply graphic effects or filters
SUB-BRAND LOGOS
Our sub-brand logos are reserved for select groups that need an independent distinction. In most circumstances, these marks should be used only for legal registration, rather than for differentiation from the parent organization.
Use these logos in Royal Blue or Warm White only.
The Officially Licensed Community logo was created for Directors to use when creating items for use with their communities.
PROGRAM LOGOS
Our program logos are comprised of our current symbol (C) plus the program name. The logos are to be used within the greater context of our visual identity system.
PROGRAM LOGOS,
Geometry
The program logos were created using a systematic approach. Each program name sits one character S to the right of the symbol. The height of the program name has been determined based on the exclusion area above and below the name. That area is exactly three times the smallest stroke width of the symbol on the bottom and four times the smallest stroke width of the symbol on top.
PROGRAM LOGOS,
Use with Symbol
Our program name does not always have to appear with our brand symbol. As shown on the left-hand side of the graphic, when the program name is being used in the greater context of our branding, for example on our website, the symbol would be repetitive. Therefore, we can use the name without the symbol.
When the program name will be used outside the greater context of our identity system, for example on a promotional pencil, we should pair the program name with our brand symbol.
COLOR PALETTE,
Primary colors
Classical Conversations' brand colors serve as a foundational palette that works universally across all media. These colors will anchor and balance the brand visually.
The primary color palette is comprised of our signature brand color, royal blue, and a palette of warm whites. All branded communications should be rooted in our primary color palette.
CC Royal Blue
Pantone: 282 C/CP or 282 U/UP
RGB: 4 30 66
HEX: #041E42
Warm White 100%
Pantone: 9220 C or 9225 U
RGB: 245 224 207
HEX: #F5E0CF
For screen or web-based projects, use the RGB (or HEX) values. Pantone colors are given for projects to be printed, for both coated and uncoated paper options (see below).
CC Royal Blue 65%
Pantone: 282 C 65%
RGB: 89 99 126
HEX: #59637E
Warm White 75%
Pantone: 9220 C or 9225 U – 75%
RGB: 230 230 217
HEX: #F8E6D9
Warm White 50%
Pantone: 9220 C or 9225 U – 50%
RGB: 251 239 229
HEX: #FBEFE5
Warm White 25%
Pantone: 9220 C or 9225 U – 25%
RGB: 251 246 242
HEX: #FBF6F2
COLOR PALETTE,
ACCENT COLORS
Our accent palette is comprised of six different colors that when used together are meant to represent and celebrate the diversity within our communities.
Light Blue
Pantone: 552 C/CP or 552 U/UP
RGB: 185 211 220
HEX: #B9D3DC
Yellow
Pantone: 128 C/CP or 113 U/UP
RGB: 243 213 78
HEX: #F3D54E
Bright Blue
Pantone: 4174 C/CP or 4174 U/UP
RGB: 131 193 192
HEX: #83C1C0
Orange
Pantone: 2433 C/CP or 158 U/UP
RGB: 219 123 81
HEX: #DB7B51
Green
Pantone: 2249 C/CP or 2249 U/UP
RGB: 92 170 127
HEX: #5CAA7F
Soft Maroon
Pantone: 7607 C/CP or 7607 U/UP
RGB: 194 110 96
HEX: #C26E60
COLOR PALETTE PRIMARY COLORS
Printing on coated stock.
COLOR PALETTE SECONDARY COLORS
Printing on coated stock.
COLOR PALETTE PRIMARY COLORS
Printing on uncoated stock.
COLOR PALETTE SECONDARY COLORS
Printing on uncoated stock.
Typography,
BRAND FONTS
Typography plays a critical role in establishing the tone of our brand expression. Our primary font is Plantin MT Pro and should be applied in most situations. This font can be used in Bold, Semibold, and Regular.
Our secondary font is Sweet Sans Pro. It can be used in both Heavy and Bold weights.
Reference the uses cases shown to the right, or the applications section, for typeface usage.
PRIMARY FONT
Plantin MT Pro
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()
Use Plantin Semibold for Headlines
Use Plantin Bold for Subtitles
Use Plantin Bold for Section Headers
Use Plantin Regular for Body Copy
—
Secondary FONT
SWEET SANS PRO
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Use SWEET SANS HEAVY for GENERAL USE
USE SWEET SANS BOLD FOR USE AT SMALL SIZES
Typography,
SYSTEM ALTERNATIVES
When our primary brand fonts are not available for use, please use Georgia in place of Plantin MT Pro and Verdana in place of Sweet Sans Pro. These two system alternatives can be founds on all digital devices.
PRIMARY ALTERNATIVE
Georgia
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()
—
Secondary ALTERNATIVE
VERDANA
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
ICONOGRAPHY
Classical Conversations' iconography can be used in both functional and marketing settings. The icons shown here all communicate one of the six learning strands.
Each icon has been created as:
• Full-color Icons at 100%
• One-color Icons at 100%
PHOTOGRAPHY,
OVERVIEW
Photography plays a fundamental role in our visual identity system.
Shown to the right is our photography matrix. This tool helps us to choose photography that fits within our strategic vision and is visually consistent with our brand. When showing families and community always choose photos that include both a parent and a child.
The top two rows show stylized photography, while the bottom row shows journalistic photography.
Each column represents a specific photo category, displaying different types of content.
For detailed information on the differences between styles and categories, see the sections below.
PHOTOGRAPHY,
Stylized vs. Journalistic
Classical Conversation's photography is comprised of two main styles: stylized photography and journalistic photography.
Stylized photography focused on capturing a specific moment or feeling. This photography is often edited to be visually consistent and warm.
Journalistic photography focuses on capturing the reality of home school. These photos are often displayed in a two-color manner, as to not distract the audience from the primary focal point of the photo. We always want to use photos that include one or both parents with a child or children.
Stylized Photo
Journalistic Photo
Category 01,
Engaged communities
Our Engaged Communities photography focuses on capturing our community Directors and students in action. Always include both the Director or parent and the students in your photo. The exception is with Challenge levels, because they are self-learners. These photos will be the least stylized of all the categories.
Category 02,
HEartened families
Our Heartened Families photography aims to capture our students and parents engaging together in home school.
Category 03,
THE SPARK OF DISCOVERY
This category puts our students and their parents and the joy of learning front and center by capturing small moments of discovery. These photos will be the most stylized of all the human-centered categories.
Category 04,
TOOLS OF HOME SCHOOL
The Tools of Home School category contains photos of well-organized homeschool paraphernalia. These photos should be shot on one-color background, relating back to our primary color palette or accent colors associated with CC programs.
*All photographic categories should include elements that relate back to our True North statement, "Our mission is to know God and to make Him known, therefore we aspire to develop minds and souls." and all other brand strategy tenets.
SYSTEM ELEMENTS,
Marbled Paper
Classical Conversation's visual identity system has three main system elements: CC logo, CC Symbol (C), CC Hook, marbled paper, and ripped paper.
Our marbled textures, shown here, are utilized as background elements, in singular uses. The textures are stylized in two-color formats, using colors from our primary and accent palettes.
SYSTEM ELEMENTS,
ripped paper
Often used as a divider or separator, our ripped paper adds texture to any composition. The ripped paper can be a solid color, as shown on the left-hand side, or can be one of the marbled paper textures.
The ripped paper can also be used as a photo container, as shown in the applications section of this website.
PowerPoint Templates
Included in the template are different layouts and colors for you to choose from. The photos are suggestions only. You may change them to suit your audience.
The photos provided in the link below are to be used to promote Classical Conversations only and cannot be shared or used for any other purpose.
Section 04 —
Applications
The examples displayed in this section help cast vision for a variety of applications. These mock-ups demonstrate both the flexibility and consistency of the Classical Conversations brand identity system. Note the use of the brandmark, typography, color, pattern, icons, and messaging that work together to create an instantly recognizable brand.
Stationery Set
The letterhead and business card should also be printed on warm white paper, if possible, rather than printing the warm white color.
Business Card
As mentioned in the stationary set description, the business card should also be printed using the Pantone 9220 100% warm white background and Pantone 282 Royal Blue for the logo and text.
MARKETING PIECES
Application icon
For application icon sizing, see the app icon design in the visual identity portion of these guidelines.
Email Newsletter
SOCIAL MEDIA POSTS
These six posts represent the applications of our visual identity system for social media post types.
Catalog INTERIOR
This catalog interior page design demonstrates the use of images and design elements.
Similar to stationery printing, when possible, print on warm white paper or print the warm white color from our palette as a spot color. Note: printing as a spot color may result in a printing cost increase and should be reassessed each year.
Other sample marketing pieces
These miscellaneous marketing pieces demonstrate the use of the ripped paper and marble textures, along with the use of new headlines, and body copy. Backgrounds when possible should use the warm white from our palette.
postcards
These postcards demonstrate an the application of the Style Guideline colors and the use of the ripped paper and a minimal use of the marbled texture.
In conjunction with color, the designs also demonstrate how our visual identity system can flex to feel more youthful through the use of images and how the use of the ripped paper can help make the text standout.
WEbsite homepage
This website application demonstrates the subtle use of our ripped paper texture and how our seal can be used in an enlarged, illustrative manner.
Promotional buttons
Event banners
These banners demonstrate how our Tools of Home School photography can be used to supplement written content.
WATER BOTTLE
This water bottle design is an expressive implementation of our brand, using one of our logo elements as the primary graphic. These types of applications are most appropriate for individuals that are already aware or are a part of the Classical Conversations community.
EMBROIDERED BAG
Promotional SHIRT
Use of the C from the logo and note the logo is on the sleeve.
EVENT MARKETING,
SOCIAL POSTs
In an effort to create more consistency among our events, we are no longer utilizing individual event logos. Rather, each event will distinguish itself by the following:
• A unique icon, created in the same style as our branded icons.
• A limited color palette, drawing from our branded palette, often correlating to the program level the event pertains to.
• Signature photos or graphic elements, stylized as shown in our visual identity system guidelines.
EVENT MARKETING cont.
EVENT MARKETING,
BLOG IMAGE
Questions & Inquiries
If you have any questions regarding this brand identity guidelines document or its contents, or need files not provided on this website, please click one of the links below:
Frequently Asked Questions: CC Brand Identity Guidelines FAQ
Employees: Microsoft Teams Channel - SYS - Brand Identity
Support Representatives: Microsoft Teams Channel - SR-Brand Identity Guidelines
© 2023 Classical Conversations