Brand Bible
ISJ — A British international school in Pondok Indah, Jakarta
Contents
Who This Guide Is For
Everyone!
This document helps us present a consistent voice across everything we do, ensuring clear communication that reflects our school's values and professionalism.
Voice & Tone
- Speak with clarity and confidence
- Avoid jargon and generic corporate speak
- Plain English is better than over-complicated phrasing
- Write as though speaking to an intelligent, thoughtful parent or colleague
Design with the reader in mind — 90% of parents read our documents on their phones. Design for mobile viewing first. Use A5 as the standard format and optimise for phone reading unless there is a clear reason not to do so.
Language & Terminology
- The name of the school is simply "ISJ". Replace any old or different formulations with this standard name
- Use British English throughout all communications
- Children are pupils, not students (except when deliberately contrasting terminology in educational contexts)
- Capitalise academic subjects (e.g. Mathematics, History)
- In parent-facing materials, avoid acronyms like FS1 or KS3. Use full names: Foundation Stage 1, Key Stage 3
Class and Year Level Terminology
Use only these official terms for classes and year levels:
- Pre-Nursery
- Nursery
- Reception
- Year 1 through Year 8 (and beyond)
Do not use alternative names such as "The 4's" or "FS2" to refer to classes or year levels.
The Colour Palette
| Colour Name | Swatch | HEX Code | Use |
|---|---|---|---|
| ISJ Blue | #3d5a80 | Primary brand colour | |
| Soft Sky | #e0f2fe | Light backgrounds, subtle accents | |
| Warm Champagne | #d4a574 | Highlight and detail | |
| Soft Slate | #8b9dc3 | Secondary text, borders, calm accents | |
| Whisper Grey | #f5f7fa | Clean backgrounds, card surfaces | |
| Muted Coral | #c85a54 | Use extremely sparingly (alerts only) |
Typography Guide
Font Colour: Dark Charcoal Grey #333333
Digital Typography
| Element | Size |
|---|---|
| Digital Hero Heading (H00) | 48pt |
| Main Heading (H0) | 32pt |
| Section Heading (H1) | 24pt |
| Subheading (H2) | 18pt |
| Minor Heading (H3) | 14pt |
| Body Text (P1) | 12pt |
| Supporting Text (P2) | 10.5pt |
| Fine Print (P3) | 9pt |
| Quote / Callout (Q1) | 14pt Italic |
Print Typography
| Element | Font & Size |
|---|---|
| Title | Georgia 24pt |
| Subtitle | Georgia 15pt |
| Heading 1 | Georgia 20pt |
| Heading 2 | Georgia 18pt |
| Heading 3 | Georgia 16pt |
| Normal Text | Roboto 11pt |
| Supporting Text | Roboto 9pt |
| Fine Print | Roboto 7pt |
Our Logos
The Master Logo
The primary visual representation of our brand. It serves as the cornerstone of all brand communications across all platforms. The logo should always be used in its original form, maintaining clear space, proportions, and colour integrity to preserve its impact and visibility.
The Exclusion Zone
Give the logo its space — this is one of the most important guidelines to remember. This space is always required on print pieces. The safe zone unit is the height of the mark, applied on all four sides of the logo. Do not impose on this space. It allows the logo to stand out on the page.
Images
The most impactful communication tool we use.
Effective images showcase:
- Pupils in genuine moments of joy, curiosity, or focus
- Special moments that tell a story and evoke emotion
- Clear, uncluttered compositions
- Authentic experiences that highlight pupil engagement
Technical Requirements:
- Print images: 300dpi resolution
- Digital images: 72dpi resolution
- Ensure correct resolution for intended use
Our Proposition: Why ISJ?
Our families are internationally minded and likely planning overseas university for their children. They've chosen British education deliberately and don't want to compromise on quality. Location matters - they're in or near Pondok Indah and value convenience. Most importantly, they want their child to be seen as an individual, not lost in a crowd. They're looking for the community that comes with a school like ours.
This brand bible ensures consistency across all ISJ communications, helping us maintain our professional standards while clearly conveying our school's unique character and values.
Design Implementation Note
This Brand Bible employs a sophisticated, consulting-style layout designed to convey authority, professionalism, and premium quality appropriate for our discerning international school community.
Professional Consulting-Style Layout:
- Generous white space and refined spacing
- Subtle shadows and gradients for depth
- Clean card-based design with hover effects
- Sophisticated color transitions and borders
- Premium feel with attention to detail
Design Philosophy: This layout emphasises clean, executive-level presentation with generous white space and sophisticated hierarchy - perfect for discerning international school audiences. The design achieves that premium consulting firm aesthetic - clean, authoritative, and visually impressive whilst maintaining excellent readability and mobile responsiveness.
Our Logos
The Master Logo
The primary visual representation of our brand. It serves as the cornerstone of all brand communications across all platforms. The logo should always be used in its original form, maintaining clear space, proportions, and color integrity to preserve its impact and visibility.
The Exclusion Zone
Give the logo its space. This is one of the most important things we’d like you to remember. This space is always required on print pieces. This safe zone unit is the height of the mark, on all four sides of the logo. Do not impose on this space. It allows the logo to stand out on the page.
