Brand Quick Reference Guide
(Staff, Faculty Volunteer & Partnet Use)
Questions / approval / if in doubt
Check with leadership before publishing: Ads / New designs / Sponsorship materials / Major campaigns / New branded merchandise.
who we are
a welcoming creative community where adults 16+ of all skill levels can learn, exhibit, connect, and grow through the arts.
Mission
South County Art Association is a 501(c)(3) nonprofit arts organization. Our mission is to inspire and support a vibrant creative community by offering welcoming studios, exhibitions, classes, and artistic experiences that foster learning, connection, and personal expression through the arts.
Purpose
Our purpose is to create a welcoming environment for the community where creativity and imagination can thrive through making, exploring, and experiencing art.
brand promise
Every interaction with SCAA should leave people feeling:
Inspired • Welcomed • Connected • Creative
brand personality
Warm – Friendly, approachable, community-centered
Creative – Inspiring, visually engaging, imaginative
Professional – Organized, polished, trustworthy
Inclusive – Beginners and experienced artists welcome
name usage
First mention: South County Art Association
After that: SCAA
Avoid: South County Art or S.C.A.A or South County Association
font usage
Primary Font
Raelway: regular font for primary use (if font is unavailable please contact us for an alternative font)
Avoid’ bold’ for title or headings. (Use bold only sparingly).
Avoid using all caps eg CLASS SCHEDULE
All page or major section headings: lowercase
eg. class schedule
All Paragraph subheading: Title case
eg:
Basic Drawing
Instructor: Burl Dawson
Drawing
key messages
creativity for all
Community through art
Lifelong learning
Local cultural impact
Inspiring classes, exhibitions, and events
tone of voice
Use: Welcoming, clear, encouraging, enthusiastic, concise
Avoid: Cold, overly formal, exclusive, jargon-heavy, overly salesy
visual style
Use: Real students creating / Instructor moments / Artwork details / Gallery scenes / Bright, clean imagery
Avoid: Generic stock photos / Cluttered flyer / Low-resolution images / Too much text on graphics
email / social media best practices
Headlines: Short + engaging
Captions: Warm + actionable
Include: Clear next step (Register, Visit, Learn More)
Example CTA: Register Today
writing checklist
Before publishing ask:
✔ Is it clear?
✔ Is it welcoming?
✔ Is it visually clean?
✔ Is there a clear next step?
✔ Does it sound like SCAA?
questions / approvals / if in doubt
Check with leadership before publishing: Ads / New designs / Sponsorship materials / Major campaigns / New branded merchandise
logo rules
use approved logo files only. Do not try to download these low res files from this website.
Never: Stretch / Recolor / Rotate / Add effects
Permission to use logo and letterhead files must be requested in advance and approved by SCAA executive or marketing directors.
logos
brand colors
Hex code for CMYK or RGB coded please contact leadership.
#CC3366
#499795
#A7AB36
#CF5E09
letterheads
