Cook Branding
Logos
Our logo is the heart of our brand. It is the visual representation of our brand and one of the first impressions of our school. With consistent use, it become a powerful symbol of our identity and the standards we uphold.
This is the official logo of Cook Elementary, and is intended to be used on all official communications. The Cook logo is a symbol of our school’s brand and commitment to the staff, students and community we serve. Guided by the Fort Smith Public Schools’ mission to, “equip all students with the skills to be productive members of society,” our branding is meant to be bold and strong. Maintaining the integrity of our brand is key in achieving that mission.
Quick Reference Branding Guide
In addition to the primary logo for the school, there are alternate logos that can be used. In a majority of cases the primary logo should be used, but for items with different spacing or smaller items, like documents or printed materials, a pared down alternate version may be more appropriate.
Color Palette
The color palette is a recognizable feature of our brand. Consistent and strategic color usage helps reinforce brand recognition and creates a cohesive visual experience for audience.
The color palette and their identifying color numbers are listed below. You are asked to use the primary colors when creating items for/about the district. Secondary colors that appropriately mesh with the primary color palette are acceptable and should be used with discretion.
Crusader Cerulean
PMS - 299 C
R - 39 G - 170 B - 225
C - 70% M - 15% Y- 0% K - 0%
HEX - #27AAE1
PMS - 299 C
R - 39 G - 170 B - 225
C - 70% M - 15% Y- 0% K - 0%
HEX - #27AAE1
Cook Crimson
PMS - 1797 C
R - 210 G - 35 B - 46
C - 11% M - 99% Y- 93% K - 2%
HEX - #D2232E
PMS - 1797 C
R - 210 G - 35 B - 46
C - 11% M - 99% Y- 93% K - 2%
HEX - #D2232E
Armor Black
PMS - Cool Gray 3 C
R - 0 G - 0 B - 0
C - 75% M - 68% Y- 67% K - 90%
HEX - #000000
PMS - Cool Gray 3 C
R - 0 G - 0 B - 0
C - 75% M - 68% Y- 67% K - 90%
HEX - #000000
Shield White
PMS - 11-0601 TPG
R - 255 G - 255 B - 255
C - 0% M - 0% Y- 0% K - 0%
PMS - 11-0601 TPG
R - 255 G - 255 B - 255
C - 0% M - 0% Y- 0% K - 0%
HEX - #ffffff
NOTE: Pantone Matching System (PMS) color codes are to be used for professional printing services where Pantone colors are required. CMYK codes are typically used for items that will be physically printed and distributed. RGB codes and Hex codes will be the most utilized, and are typically used for items that will be distributed digitally.
Fonts
The correct use of typography/font is also a critical component of brand consistency. The typefaces shown below are approved as primary fonts on all publications and items concerning all Fort Smith schools.
Work Sans Bold
Work Sans Semibold
DM Sans Regular
Cinema Script
Font Hierarchy
For titles, choose between Work Sans or Cinema Script. Work Sans serves as the official typeface for headings, while DM Sans is designated for subtitles and paragraphs. Additionally, Cinema Script can be utilized for accents.
