Miami Valley
Academies
A comprehensive brand identity system designed to unify every touchpoint — from digital enrollment campaigns to campus communications — ensuring consistent, authentic representation of the MVA mission across our Dayton community.
Why Brand Identity
Matters
Authority
Founded in 2004 in Dayton, Miami Valley Academies (the Jets) is built on rigor, respect, and responsibility, with a STEAM-based curriculum and individualized instruction — and the highest State of Ohio report card rating compared to other schools nearby.
Retention
Families stay because of the Principal's personal relationship with every family, high academic expectations, and a genuine sense of community pride — the top reason families choose to enroll at MVA.
Growth
With current enrollment of 101 against a target of 145 and total capacity of 250, MVA has real room to grow. Free meals and transportation remove the biggest barriers for Dayton families.
Positioning &
Strategy
Miami Valley Academies is the tuition-free public charter school for Dayton families seeking rigor, respect, and responsibility — with a STEAM-based curriculum, individualized instruction, and the highest local report card rating around.
Strategic Anchors
Top Parent Objections — Addressed
7-Day Content
Pillars
Enrollment
Funnel
STEAM-Based, Individualized Curriculum
A STEAM-based curriculum and project-based learning meet every scholar exactly where they are.
Highest Local Report Card Rating
Our State of Ohio report card is the highest compared to other schools around us.
Free Meals & Transportation
No-cost breakfast and lunch, plus free transportation, remove the biggest barriers for families.
A Principal Who Knows Your Family
The Principal's personal relationship with families is the top reason families choose to enroll at MVA.
Logo &
Identity
Primary — Light Background
On Dark Background — White Chip
Maintain space equal to the Jets 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 green 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: Jets Green anchors navigation, footers, and dark sections. Jets Lime is a bright, high-energy accent — reserved for small badges, highlight text, and stat callouts on dark backgrounds, never as a large button or text background where legibility could suffer. Fresh Green, 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
STEAM & Academic Rigor
Scholars engaged in hands-on STEAM projects, individualized instruction, and focused classroom work. Prioritize natural light, genuine curiosity, and candid teacher-scholar moments. Avoid staged, overly posed, or stock-looking compositions — show the real academic rigor happening at MVA every day.
Community & Relationships
Showcase the genuine relationships between Principal, staff, and families that define MVA. Images must reflect respect, rigor, and the community pride that runs through the school's core values.
Voice &
Tone
Rigorous and Direct
MVA's voice is confident about academic standards — direct, clear, and grounded in real results like its top local report card rating.
Personal and Relational
The voice highlights the Principal's genuine relationship with families — this is a school that knows your child's name.
Honest About What We Offer
MVA doesn't overpromise — when asked about sports, the answer is a clear, honest "not at this time," paired with confidence in what the school does offer.
Community-Rooted
Speaks with Dayton families, not at them — grounded in rigor, respect, and responsibility. The voice never talks down and never oversells.