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This is the primary logo for use within the Midway Independent School District, often referred to as the "Red Bar" logo. It is the logo used on all letterhead, envelopes and business cards. It should also be used in all consumer communications including advertising, print, collateral, online, broadcast and direct marketing materials.
Each school or department within the Midway ISD can have their name inserted into the red bar (utilizing correct typography).
The "Academic M" logo may also be used with variations as shown below. The Academic M may be used as a solid M, include an outline, or include the name "MIDWAY" through a center cut out. No other word may be substituted for "MIDWAY" in any cut out design. The school name, mascot, department, club or organization name may be included underneath any M (utilizing correct typography).
NEVER STRETCH ANY MIDWAY LOGO, OR PART OF A LOGO. Only resize logos proportionally.
For school initials, such as MHS or MMS, refer to the Athletic/Spirit indentity standards.
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TYPOGRAPHY
The primary typeface chosen for the official logo and the Midway name, or the Midway M used by itself, is Weidemann Black. It is a unique serif font that denotes strength and style and is easily readable.
The support typeface inside the red bar or within the ‘cutout’ M is Helvetica LT Std Bold. Helvetica is a versatile type family and can be used in various sizes and weights. When used in the logo, the Helvetica font’s horizontal scale and tracking are often adjusted, depending on the length of the school name in the red rectangle. For example, in the ISD logo, the name in the rectangle has a horizontal scale of 132% and tracking of 30 thousands of an em, while in the High School logo, the name has a horizontal scale of 153% and tracking of 300 thousands of an em.
NEVER REPLACE LOGO FONTS.
Non-logo use of fonts
The Midway brand extends beyond logos. Always use Weidemann and Helvetica for official Midway use. Only Weidemann and Helvetica may be used for business cards and envelopes. Substitutes may only occur in the following circumstances:
- Letterhead footers may be in Arial if Helvetica is not available.
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Due to limited international web typefaces, Arial may substitute for Helvetica in e-mail signatures and web site headings.
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Body text in a letter may be any plain font, whether serif or sans serif, such as Times New Roman or Arial. Do not use script fonts, themed fonts, or cute fonts.
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Sans serif fonts like Arial, Verdana, Trebuchet, Franklin Gothic or Lucinda Sans should be used for MISD web sites whenever possible. |
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COLORS
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Pantone (PMS) 287C for coated paper
Pantone (PMS) 287U for uncoated/matte paper
CMYK: 100 cyan, 69 magenta, 0 yellow, 11 black
RGB: 0 red, 21 green, 141 blue |
Pantone (PMS) 485C for coated paper
Pantone (PMS) 485U for uncoated/matte paper
CMYK: 0 cyan, 100 magenta, 100 yellow, 0 black
RGB: 220 red, 40 green, 30 blue
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The primary color palette is royal blue, bright red and white. NEVER USE UNAPPROVED COLORS.
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It is acceptable to print/embroider in only one color due to cost. Solid black or white is acceptable. Do not combine black with red or blue.
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Metallics: It is acceptable to use bright red metallic for red, royal blue metallic for blue, and silver for white.
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Although MISD does not endorse any particular brand of paint for performance, Sherwin Williams colors were approved for color matching on bond construction projects: Red #SW6867-Fireworks and Blue #SWGOSS- SMUblue.
Red Bar logo rules:
Academic M logo rules:
- When using two colors, the Academic M must be the opposite color from the outline and MIDWAY.
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Any text underneath the logo should match MIDWAY or the outline--not the M.
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On dark backgrounds, use white for the outline and text, with either a red or blue M. Do not use white for the main M unless it only one color.
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For a one-color logo, red, blue, black and white are all acceptable, even when using an outline, cut out or additional text below.
Backgrounds and accent colors:
- White is always the best choice for a background, whenever possible. The Midway identity strongly emphasizes the use of white space for a clean, sharp look.
- Preferrable backgrounds: bright red and royal blue
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Commonly accepted backgrounds, usually for apparel: black, navy, light blue, grey, and khaki
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Do not use the Midway logo on top of a strong pattern
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Design accents:
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Lighter, darker or brighter shades of Midway's blue
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Darker shades of Midway's red (Do not use lighter shades of red at all)
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black, silver
STATIONERY
There is ONE official letterhead, envelope and business card design for Midway ISD. Personalization for each is as follows:
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Letterhead:
Approved letterhead templates are available on the staff_data drive (the W drive for most employees). Midway does not order pre-printed letterhead. Simply print use the Word template and print your letters. Black and white printing is acceptable.
The logo at the top may only include a campus name or "Independent School District" in the red bar. No departments, organizations or teams may be in the red bar for letterhead, but they may be directly underneath the red bar. Regular caps or all caps are both acceptable. Helvetica is preferred, but Arial is acceptable. Examples:
Curriculum & Instruction
MARCHING BAND
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Envelopes:
The return address on envelopes should list only the campus and mailing address.
As general practice, bulk envelopes are only purchased in B&W/greyscale due to pricing. |
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Business Cards:
There is one approved business card design, as shown to the left. The employee's card will include:
- campus Red Bar logo
- campus address, phone and fax
- employee's official title on record with the district
- employee's e-mail address
Employees may choose to include:
- credentials following their name
- phone extension
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cell phone
The campus principal or department head must approve the purchasing of business cards since they will be paid from the campus/department budget. Place orders through Public Information. |
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