A Branding Guide For Schools That Have Gone Google

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A branding guide for schoolsthat have gone GoogleNow that you’ve gone Google, how do you make sure yourschool - and community - know the good news?This guide aims to help by providing advice that other schools have shared from their experiences. It also coversbest practices around how to use our logos and brand elements to announce that your school has made the moveto Google – even on a small budget!

Congrats! You’ve gone Google!If you want to tell everyone, here’s 6 easy steps.123456Understand what it means to “go Google”Page 3Build your communications planPage 4Design your collateralPage 5Discover how to tell everyone on a small budgetPage 13See how other schools have gone GooglePage 15Launch!Page 192

1What does it mean to “go Google?”It’s a celebration of curiosity-fueled, technology-enabled learning.It’s about extending beyond the four walls of the classroom. Work, share,and learn together with affordable devices and familiar platforms – forschools, universities, or entire countries.3

Build Your Communications Plan2Use these tips to create your plan.First, answer these 5 simple questions:1. Who do we want to tell?Teachers? Students? Parents? Your town?Select who your story is for.2. What do we want them to do?Sign up? Attend a workshop? Write a story? Learn more?It’s important to identify what you’d like them to do once they know –and get them to do it!3. How much money can we spend?Setting your budget will help you decide how you will tell them. Make the mostof it by mapping out exactly how you will spend it.4. How do we want to tell them?There are so many ways to get the word out – press release, email, Google , Facebook, Twitter,posters/flyers, workshop, event, assembly, and more! Figure out which methods would be thebest ways to reach your intended audience(s). Pick the right channel or venue to best suit them.5. When are we going to tell them?Set the date(s) of when you’re going to send your messages or hold yourevents. The dates can be different for different audiences.4

3Design Your CollateralApply these guidelines when designing your beautiful works of art!1. Keep it simple.Use a clean, simple design on all your marketingcollateral, and keep plenty of white space.5

2. Make it yours.These are your marketing pieces, not Google’s, so make sure you highlight yourschool’s brand more than ours.6

3. Show it accurately.Use only approved Google icons and logos, and use themexactly as described. Please carefully follow the guidelineswe provide for each marketing activity.Find our icons and logos at http://goo.gl/or34FM7

The Google for Education LogoApply these guidelines when using our logo in your collateral.Google logo in four colors“for Education” modifierHorizontal logoStacked logo Logo is composed of two elements: Google logo in color and the “for Education” modifier. Use artwork as provided—elements cannot be altered in any way. Logo exists in horizontal and stacked versions. Horizontal is preferred. Stacked logo may be used when horizontal space is limited.8

Clear Space Clear space is what we call the area surrounding the Google for Education logo. Try to keepenough distance from any other graphic elements to ensure that the logo appears distinctlyin any environment.XXXXXX The clear space around our logo should be equal to or greater than the x-height of the GoogleXXwordmark.YYXXXXMinimum SizeYY To ensure legibility of the logo, the minimum height of the Google logo should be no less than22px, or 0.175in (Y-height).(Note: these rules apply to all product logos as well.)9

For Web Use this RGB version of the logo for online use. Always place this logo on a white background.For PrintFull-color Preferred versionDO Use the CMYK or Pantone version of the logo for printed pieces whenever possible. Use the full-color logo on a white background with the appropriate amount of white space. Use the one-color black or white logo in cases where color reproduction just doesn’t look good. When used over photographic backgrounds, use one-color versions of the logo to providecontrast. On a light-colored photographic background, use the black one-color logo. On amedium-to-dark photo background, use the reversed one-color logo.One-color blackOne-color reverseOne-color reverseDON’T You may not modify the Google for Education logo. Don’t place the standard logo on a black or any other color but white background. Don’t place the logo on a busy photo; it will get lost in the details of the photograph.10

Logo No-NosDo not change the logo’s design, color, or fonts.Do not stretch or change the logo’s proportions.Do not display the “for Education” modifier without the Google logo and vice versa.11

Your Design Checklist1. Keep it simple.DO use simple language.DO make sure your logo doesn’t blend in with your background color.DO use white space in your design to let the text, images, and logos breathe.DO position the Google for Education logo and icons lower on page to make yourschool’s brand stand out.2. Make it yours.DO make it clear that any collateral that you create looks like it comes from you andnot from Google.DO create a unique design that works with your school’s brand.DO make your logos and branding elements more prominent than Google’s.DO be creative with your own design. Make your own graphics, take your own photos,and write your own copy.DO use real people and real examples from your school to tell your stories.3. Show it accurately.DO use approved icons and logos exactly as downloaded from http://goo.gl/bo2AK8,and make sure they’re up to date.DO maintain exact color, angle, and shape of all Google for Education icons and logos.DO put plenty of white space around the Google for Education logo and Apps icons tolet them breathe. (Follow guidelines on page 9.)DO use the words Google for Education spelled out if you refer to Google in writing.(Don’t use the Google or Google for Education logos in a sentence!)12

Announcing on a Small Budget4Consider these ideas when your budget is tight.1. Go grass-roots.Graffiti, sidewalk chalk, flyer covered walls, decorated school buses, sandwichboards, stickers, t-shirts. Unconventional but impactful ways of getting the wordout. This relies heavily on word-of-mouth, so make sure your message is clearand easily understood!2. Use media.Figure out which social media students, teachers, and parents spend their time onand create a profile for your school. Create engaging content about your launchthat is useful, entertaining, and educational.13

3. Start a blog.Blogs are a great way to share educational content and allow others to track yourschool’s progress in going Google. Cross-promote your blog posts on your socialmedia channels for maximum results.4. Build a team.A team of tech savvy students, faculty, and staff who are able to teach othersmakes the launch an easy process. Universities can nominate Google StudentAmbassadors to represent their schools. Learn more here: http://goo.gl/RTM4xT5. Tell the community.Newspapers and other media are looking for stories, and the fact that you’vegone Google is a great story! Write a press release with content that they wouldconsider newsworthy.6. Organize contests.There are many creative ways that you can get your audiences involved in thistransition. Start a contest such as the best flyer design or tag line for the campaign.7. Plan small events and sessions.Throw a pep rally. Have your most tech-savvy faculty create lunch and learnsessions. These are easy and inexpensive ways to get the word out whileeducating your audiences.14

How Schools Have Gone Google5Use these examples as inspiration.Selborne Primary SchoolEast London, Eastern Cape, South AfricaSelborne made their announcement with a YouTube video that picked up press coverage.Check it out here: http://goo.gl/qdBfah15

University of MichiganAnn Arbor, Michigan, United StatesThe University of Michigan had a comprehensive roll-out that included a dedicated sitefor announcements, tips, and more. They hired over 150 students, faculty and staff asGoogle Guides to help their peers during launch.Bonus material!Googlers who graduated from the University of Michiganshare their excitement for the university’s launch.See it here: http://goo.gl/D0thmN16

Abilene Christian UniversityAbilene, Texas, United StatesAbilene had a robust plan that included: Targeted emailsAds in school newspaperArticles on homepage and school newspaperT-shirtsWeb adsPosters/SignageVideosSidewalk ChalkTraining classesFocus groupsSpecial hotline for opt-in supportMore than 3,000 users switched to Gmail within 24 hours of launch!Read the marketing plan here: http://goo.gl/2iwcvz17

Brown UniversityProvidence, Rhode Island, United StatesBrown held a Staff Development Day to train their faculty and staff for the upcominglaunch and had a great turnout! Inviting their mascot made it a fun day for all.North CarolinaState UniversityRaleigh, North Carolina,United StatesEmbracing the graffiti that already existed,NC State grabbed some spraypaint andwrote their key messages on walls thatwere highly visible to students.18

6Now it’s your turn. Launch!Have a great launch, and please share your stories with us!19

The Google for Education Logo Apply these guidelines when using our logo in your collateral. Horizontal logo Stacked logo Google logo in four colors “for Education” modifier Logo is composed of two elements: Google logo in color and the “for Education” modifier. Use artwork as provided—elements cannot be altered in any way.

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