Bessie Sherrod
Price Prep
A comprehensive brand identity system designed to unify every touchpoint — from digital enrollment campaigns to campus communications — ensuring consistent, authentic representation of the BSP mission across our Columbus community.
Why Brand Identity
Matters
Authority
Founded in 2013 in Columbus, Bessie Sherrod Price Preparatory Academy is built around individualized instruction and a robust arts program — Ballet, Choir, Dance, Drumline, and Drama — alongside a common-core aligned academic curriculum.
Retention
Families stay because of the small school environment and genuine family atmosphere — the top reason families choose to enroll at BSP.
Growth
With current enrollment of 102 against a target of 150 and total capacity of 240, BSP has real room to grow. Free meals and transportation remove the biggest barriers for Columbus families.
Positioning &
Strategy
Bessie Sherrod Price Preparatory Academy is the tuition-free public charter school for Columbus families seeking a small, family-centered environment — with individualized instruction, common-core math and reading, and a robust arts program that helps every scholar find their voice.
Strategic Anchors
Top Parent Objections — Addressed
7-Day Content
Pillars
Enrollment
Funnel
Individualized Instruction
Teachers create an atmosphere that engages every learner, meeting each scholar where they are.
Ballet, Choir, Dance, Drumline & Drama
A robust arts program strengthens communication and social-emotional skills alongside academics.
Free Meals & Transportation
No-cost breakfast and lunch, plus free transportation within 2.1 miles, remove the biggest barriers for families.
A True Small-School Family
Small class sizes of 25-28 mean every scholar is known personally by staff and leadership.
Logo &
Identity
Primary — Light Background
On Dark Background — White Chip
Maintain space equal to the logo mark's height on all sides. Never crowd or clip the mark or wordmark.
Always display the logo on a white or light card/chip for guaranteed contrast, whether on the navy primary background or a photo.
Do not stretch, rotate, recolor, or apply drop shadows or glows. Never place directly on low-contrast backgrounds.
Color
Palette
Usage note: BSP Navy anchors navigation, footers, and dark sections. Golden Yellow is reserved for small accents, badges, and highlight text — never as a large button or text background where legibility could suffer. Sky Blue, a brighter tone drawn from the primary hue, carries all buttons and CTAs instead.
Typography
- All page headlines and section titles at weight 900 (Black)
- One type family across the whole system keeps everything clean and consistent
- Minimum 18px digital — pairs with lighter Roboto weights for body hierarchy
- Letter-spacing: tight (0 to -.01em) for headings
- All body text, captions, labels, and navigation at weight 400-600
- Weight 700-900 for strong emphasis and CTAs
- Line-height 1.65-1.8 for comfortable reading
- Never use italic in brand communications
Imagery
Direction
Arts & Academic Rigor
Scholars engaged in Ballet, Choir, Dance, Drumline, and Drama, alongside focused reading and math instruction. Prioritize natural light, genuine curiosity, and candid teacher-scholar moments. Avoid staged, overly posed, or stock-looking compositions.
Small-School Family Warmth
Showcase the genuine relationships between staff and scholars that make BSP feel like family. Images must reflect dignity, warmth, and belonging — a bright, healthy learning environment where every scholar is accepted for who they are.
Voice &
Tone
Warm and Encouraging
"Any Achievement Begins with a Decision to Try" isn't just a tagline — the voice consistently affirms that every scholar is capable of growth.
Honest About the Neighborhood
The voice addresses location concerns directly and warmly — inviting families to see the safe, welcoming campus for themselves rather than avoiding the topic.
Personal, Never Generic
The voice highlights the small school, family environment — this is a school that knows every scholar's name.
Honest About What We Offer
When asked about sports, the answer is a clear, honest "not at this time," paired with confidence in the arts and academics BSP does offer.