An open platform for innovation where we create better, together
BRAND GUIDELINES
00 // ABOUT THESE GUIDELINES
COLOPHON Check out this sidebar throughout the guidelines for helpful tips and additional information.
Welcome to the new OpenIDEO! Just a few months into applying OpenIDEO’s redesign to applications in-use, we are still testing, breaking and fixing the rules of our aesthetic. These guidelines are intended to serve as the first version in a series of iterations throughout the rollout of the rebrand. Please let us know if you encounter issues when applying these guidelines to your design so we can adjust the rules for future success.
PAGE 2 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
01 // BRAND IDENTITY
At OpenIDEO, we work together to create real solutions to some of the toughest problems on the planet.
PAGE 3 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
01 // BRAND IDENTITY // MISSION
CHALLENGES We have hosted 30 challenges over 5 years COMMUNITY 85,000 community members have participated in our challenges
OpenIDEO enables a global community to collaborate in tackling pressing global issues using human centered design. OpenIDEO is a dynamic global community, brought together by a shared belief: that the social issues we face today are too vast and too complex for anyone to solve alone. With OpenIDEO, social entrepreneurs, educators, designers and thought leaders use human-centered
OFFLINE ENGAGEMENT Over 500 offline Meetups have been hosted around the world
design to create meaningful solutions to real-world problems.
GLOBAL PARTICIPATION 212 countries and territories have joined the conversation
PAGE 4 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
01 // BRAND IDENTITY // BRAND STAR
INCLUSIVE Anyone, anywhere is welcome to participate in our challenges. This value manifests through a friendly tone of voice and a welcoming online experience.
Our values drive us and help to guide everything from our actions, to product development, to how we interact as a team. INCLUSIVE
EMPOWERING OpenIDEO strives to be a place where inspiration can turn into action and idea can be activated into impact. COLLABORATIVE When diverse perspectives and skills come together, we can be more impactful than if we work in isolation.
EMPOWERING
IMPACTFUL
INNOVATIVE We are driven by creative, thoughtful solutions and we are always excited to support aspirational thinking in our community IMPACTFUL Impact comes in many shapes and sizes – from behavior and mindset change to tangible progress in the world. Positive impact is what drives us every day.
PAGE 5 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
INNOVATIVE
COLLABORATIVE
01 // BRAND IDENTITY // VALUE EQUALIZER
PROVOCATION: How might the equalizer adjust when we compare different challenge programs? Compare Amplify to regular OpenIDEO Challenges, or the future of Accelerate. How might the balance shift when we’re communicating with our Meetup community versus our Educators?
It’s not always possible to have all 5 values amplified at 100%. In general, the volume of each value can be turned up or down depending on the circumstances. It’s helpful to create a customized equalizer for each opportunity, allowing you to establish a baseline for audience, messaging and resources, and helping you to understand how to measure success against the balance of values.
INCLUSIVE
PAGE 6 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
EMPOWERING
COLLABORATIVE
INNOVATIVE
IMPACTFUL
02 // BRAND ELEMENTS
02 // BRAND ELEMENTS // LOGO
ORIGINAL OFFICIAL LOGO: From 2010 through 2015, we used a logo that was created as part of our first challenge. “THE NAKED PEOPLE”: OpenIDEO launched with a video featuring these cheeky naked people made from hand-cut craft paper. OpenIDEO moved away from these icons in 2015 when our redesigned aesthetic called for something more professional.
The history of our logo When we first launched in 2010, OpenIDEO’s first challenge asked the IDEO community to help us design our logo. We used our budding platform to cultivate a library of colorful, fun logos that embodied the spirit of OpenIDEO’s early presence. For years the logo on our platform was a rotating carousel of designs sourced from our inspiring community. This process represents what OpenIDEO has always known - that we are stronger through collaboration than we are alone. As OpenIDEO continued to evolve, we uncovered a need for a more cohesive visual package. On the 5th anniversary of the launch of OpenIDEO, we unveiled a fresh look and feel. This new logo is soft yet refined, friendly yet professional, accessible yet designerly. With OpenIDEO, the magic happens in the connective overlap of people and ideas These intersections are highlighted in the new wordmark and visual system. Unique shapes come together and overlap on a grid to create new shapes that hadn’t previously existed - just as our community comes together on the platform to build meaningful ideas together. The grid, like the OpenIDEO platform, is what holds it all together and organizes what is seemingly random.
02 // BRAND ELEMENTS // LOGO
PRIMARY LOGO As the primary logo, it should be the first option when placed over a light, solid color or a simple photo background. It should never appear smaller than 0.25” high.
The concept With OpenIDEO, the magic happens where ideas meet. These intersections are highlighted in the new wordmark and visual system. Unique shapes come together on a grid to create the “Open” word. The grid, like the OpenIDEO platform, is what holds it all together, and organizes what is seemingly random.
REVERSED LOGO Use this logo when placing over a dark solid color or dark photo. BLACK-GREY LOGO Use this logo only when printing in black and white. ‘O’ ICON This icon is used in various scenarios when a complete logo is not possible, such as for a favicon or space smaller than 0.25” high.
PAGE 9 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
02 // BRAND ELEMENTS // LOGO
PRIMARY LOGO As the primary logo, it should be the first option when placed over a light, solid color or a simple photo background. It should never appear smaller than 0.25” high. SAFE ZONE The OpenIDEO logo should always have plenty of space around it. To maintain a clear space, measure the height of the letter “O” and keep all design elements at least that far away. MINIMUM SIZE The horizontal logo lockup should never be printed smaller than 1.25” wide. If horizontal space is limited, try the ‘O’ icon, which can appear as small as 0.35” wide.
X X
02 // BRAND ELEMENTS // LOGO
REVERSED LOGO Use this logo when placing over a dark solid color or photo lacking a contrast background. Can also use this logo with a solid teal square background when a square logo is required. BLACK-GREY LOGO Use this logo only when printing in black and white.
02 // BRAND ELEMENTS // LOGO
‘O’ ICON This can be used as an icon on it’s own throughout the system. It can be scaled large to bleed off the page, or used in smaller contexts when a complete logo is not possible, such as for a favicon or space smaller than 1.25” high. It’s also great to use when a small space calls for a square logo. It should never appear smaller than 0.35” high Various color combinations have been created for potential future use, such as for badges or designating new internal programs.
PAGE 12 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
02 // BRAND ELEMENTS // LOGO
LOCKUP WITH TAGLINE In some instances, you’ll want the logo to appear along with the tagline. Great places to use this lockup are on the first slide of a presentation or on a poster. Please do not change the text in this lockup, as it’s an official iteration of the logo, unless you are permanently changing the tagline.
PAGE 13 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
02 // BRAND ELEMENTS // LOGO
LOGO MISUSE • Please don’t change the logo colors to match other things on the page
Logo Don’ts Please don’t adjust or edit the OpenIDEO logo in any way. Here are some examples of what NOT to do:
• Please don’t change the typeface of the logo • Please don’t reformat or stack the logo to better fit a space • Please don’t stretch or manipulate the shape of the logo • Please don’t make the logo all one color, eliminating the moments of overlap • Please don’t add a stroke outline to the logo • Please don’t change the official tagline to suit specific needs • Please don’t change the words in the logo or appropriate the ‘open’ to create other project titles • Please don’t add a dropshadow • Please don’t drop the logo over similarly colored backgrounds
Exploring how we might work together
• Please don’t drop the logo over a busy image • Please don’t use the logo as text
PAGE 14 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
is a place...
02 // BRAND ELEMENTS // COLORS
PRIMARY COLORS Our primary colors are visualized in the logo.
CMYK: 71 / 2 / 16 / 0 RGB: 16 / 185 / 210 HEX: #10B9D2
SECONDARY COLORS A vibrant palette allows for friendly expression of brand.
CMYK: 50 / 0 / 24 / 0 RGB: 121 / 204 / 201 HEX: #79CCC9
CMYK: 50 / 0 / 24 / 43 RGB: 75 / 133 / 132 HEX: #4B8584
CMYK: 0 / 4 / 8 / 53 RGB: 141 / 137 / 132 HEX: #8D8984
PAGE 15 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
CMYK: 4 / 80 / 46 / 0 RGB: 231 / 90 / 107 HEX: #E75A6B
CMYK: 50 / 0 / 24 / 0 RGB: 121 / 204 / 201 HEX: #79CCC9
CMYK: 1 / 36 / 19 / 0 RGB: 243 / 177 / 178 HEX: #F3B1B2
CMYK: 71 / 2 / 16 / 0 RGB: 16 / 185 / 210 HEX: #10B9D2
CMYK: 3 / 51 / 88 / 0 RGB: 239 / 144 / 56 HEX: #EF9038
CMYK: 50 / 0 / 24 / 43 RGB: 75 / 133 / 132 HEX: #4B8584
CMYK: 2 / 15 / 100 / 1 RGB: 247 / 206 / 6 HEX: #F7CE06
CMYK: 64 / 83 / 51 / 6 RGB: 113 / 72 / 99 HEX: #714863
CMYK: 0 / 3 / 23 / 4 RGB: 245 / 232 / 195 HEX: #F5E8C3
CMYK: 31 / 55 / 13 / 0 RGB: 179 / 128 / 166 HEX: #B380A6
CMYK: 31 / 7 / 90 / 0 RGB: 182 / 201 / 70 HEX: #BBC946
CMYK: 0 / 4 / 8 / 53 RGB: 141 / 137 / 132 HEX: #8D8984
CMYK: 57 / 21 / 100 / 4 RGB: 122 / 156 / 61 HEX: #7A9C3D
CMYK: 2 / 0 / 1 / 13 RGB: 217 / 222 / 222 HEX: #D9DEDE
02 // BRAND ELEMENTS // COLORS
BUTTONED UP In materials designed for business development or more formal interactions, we like to use the Buttoned Up palette. Use these colors for official presentations and BD pitches.
Targeted Palettes Coordinated palettes help us distinguish what audience we are speaking to and control tone through color. It also helps us to avoid using too many color in one piece.
LIGHTHEARTED When we’re interacting with our online community, we want the tone to be friendly and welcoming. Use these colors when creating toolkits for the platform, static page headers, and any general materials like postcards and posters. MONOCHROMATIC When in doubt, this palette is a nice subtle way to go. When co-branding with other organizations that have lots of colors, it’s nice to scale back the colors we use in our own look and feel.
PAGE 16 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
02 // BRAND ELEMENTS // TYPEFACES
GOTHAM LIGHT Should always be used for Headline treatments. Should not be treated in all-caps GOTHAM BOOK Should always be used for body copy. Should never be treated in all-caps SENTINEL BOOK ITALIC Should be used as a subheader or for stand-out moments like quotes. Should never be treated in call-caps KNOCKOUT HTF29 JUNIOR LIGHTWEIGHT Should always be treated in all-caps and can be used for callout type, additional subheaders, tiny type, colophons and footers.
Brand Typefaces The typefaces for the brand are Gotham (Light & Book weights), Sentinel Book Italic, and Knockout HTF29 Junior Liteweight. When possible, treat all type in the brand dark grey instead of black. For approximate ratio of text size, think of the headline as 4x, the subheaders as 2x, and the body copy as 1x, give or take a bit. In the below example, the headline is 37pt, the subheadlines are 18pt and 16pt, and the body copy is 8.5pt.
GOTHAM LIGHT
SENTINEL KNOCKOUT GOTHAM BOOK
Headline Subheadline LOREM IPSUM, CONSECTETUR Body Copy Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin vitae purus leo. Donec nec convallis nunc. Maecenas ac venenatis nisl, vel porttitor magna. Umquam nistruptur si quam, con rem vernatur, od ut estrum voloreprovit et et aliquo estibus, omnim nossimi liquunt.
PAGE 17 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
02 // BRAND ELEMENTS // TYPEFACES
GOTHAM LIGHT Should always be used for Headline treatments. Should not be treated in all-caps GOTHAM BOOK Should always be used for body copy. Should never be treated in all-caps SENTINEL BOOK ITALIC Should be used as a subheader or for stand-out moments like quotes. Should never be treated in call-caps
Gotham Light + Book
Sentinel Book Italic
KNOCKOUT HTF29 JUNIOR LITEWEIGHT
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff
Aa Bb Cc Dd Ee Ff Gg
Gg Hh Ii Jj Kk Ll
Hh Ii Jj Kk Ll Mm Nn Oo
Mm Nn Oo Pp Qq
Pp Qq Rr Ss Tt Uu Vv
KNOCKOUT HTF29 JUNIOR LIGHTWEIGHT Should always be treated in all-caps and can be used for callout type, additional subheaders, tiny type, colophons and footers.
PAGE 18 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
Rr Ss Tt Uu Vv Ww Xx Yy Zz
Ww Xx Yy Zz
02 // BRAND ELEMENTS // TYPOGRAPHIC ELEMENTS
BULLETS To add bullets, go to Type > Insert Special Character > Symbols > Bullets. Then add a space between the bullet and text
Stylized Type Details When creating lists, footers, quotes and other typographic elements, we have a few standardized treatments to help guide your layout
To stack the text nicely beside the bullets, adjust the paragraph settings
• This is a list of information • Then we add another bullet but what if it’s two lines? DOUBLE SLASH A nice way to break up text chunks in footers is using our double slash. Add two spaces, two slashes, then two spaces again between content.
• We stack multi-line bullets in
QUOTES Quotation marks should not bump into the text block. To create nicely stylized quotation marks, create a new text box, type in quote marks and size to the same size as the quote. Turn the type into graphics by Type > Create Outlines then double the size of the quote graphic. Line it up just outside the quote aligned with the top of the first letter. Then create a copy and rotate 180 degrees and align with bottom line.
PAGE 19 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
an appealing way
PROJECT NAME // DATE // PAGE 22
Let’s stylize quotation marks to stand out in a fun way.
02 // BRAND ELEMENTS // ICONS
HOW TO USE Icons should always be treated in a circle, reversed out. Unless there is a reason another color would be a better fit (for example, tying the icon to a phase) the main brand blue should be the default treatment. ICON CLEARSPACE Be careful not to crowd the shape within the circle. To achieve the balance of shape to circle, first size the shape to be the same as the circle, then scale down to 60% and recenter in circle.
Iconography We use icons to add visual differentiation to text-heavy pieces like 2 pagers, web pages, and toolkits. Images should be friendly and add understanding whenever possible. When creating new icons, especially when downloading graphics from a source (like Noun Project), keep these guidelines in mind to preserve a cohesive and adaptable system: • Gently rounded at the edges whenever possible • 2D no-perspective (not 3 dimensional)
circle = 1x
• Filled in, as opposed to outlined • Simple • Single-line weight • Angled 30 degrees from left up to right (as opposed to straight up/down or left/right)
PAGE 20 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
shape = 0.6x
02 // BRAND ELEMENTS // VISUAL LANGUAGE
WHEN BUILDING NEW PATTERNS: • Bleed most elements out of the viewable area
Patterns and shapes The patterns that are used throughout the system are built from the individual pieces of the wordmark.
• Keep all elements at a similar scale.
These patterns can be cropped into or used as a bar and are provided in a few different combinations
• Break up areas that are too colorful with the grey or tan.
and formats to start.
• Multiply shapes over each other to achieve the desired overlap result.
PAGE 21 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
02 // BRAND ELEMENTS // VISUAL LANGUAGE
PRIMARY LOGO As the primary logo, it should be the first option when placed over a light, solid color or a simple photo background. It should never appear smaller than 0.25” high.
Finding the balance of elements A lot of the elements we use are very strong visually, and striking the right balance between pattern, photo and text will ensure a more successful layout. We have explored three potential combinations (see posters, page 27 for concrete examples of execution)
REVERSED LOGO Use this logo when placing over a dark solid color or dark photo.
PATTERN
PHOTO
BLACK-GREY LOGO Use this logo only when printing in black and white. ‘O’ ICON This icon is used in various scenarios when a complete logo is not possible, such as for a favicon or space smaller than 0.25” high.
100% pattern
25% pattern
25% pattern
0% photo
25% photo
75% photo
0% white space
50% white space
0-25% white space
PAGE 22 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
02 // BRAND ELEMENTS // VISUAL LANGUAGE
KEEP IT SIMPLE AND CLEAN • Please don’t include so many shapes and overlaps that it gets distracting • Please don’t overlay photos inside shapes or muliplied under shapes
Pattern Don’ts Striking the balance between quantity and layout of shapes can be tricky. The key is to allows the shapes to create a subtle texture without becoming so busy that it’s distracting.
• Please don’t prevent shapes from bleeding off the edges and filling in all whitespace • Please don’t create new shapes.
PAGE 23 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
03 // BRAND IN USE
03 // BRAND IN USE // PLATFORM
SPECIFICATIONS 1390 x 100 pixels at 72 DPI The banner is responsive for mobile so when designing the graphic, please be conscious of what happens when it’s minimized for smaller screens. Avoid using text and photos that will have trouble resizing.
Homepage Banner There are limited areas that are customizable on our website. The banner is a great place to infuse the OpenIDEO brand and create a positive first impression.
PAGE 25 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
03 // BRAND IN USE // PLATFORM
BEST PRACTICES • Top line remains in all-caps. • Bottom line begins with a verb and remains in Sentence case (without the period at end) • Ensure there are two return-spaces between images in the homepage left/right box - double check it’s correct by saving and returning to homepage to view.
Homepage Graphics We update the 4 squares with artwork to feature content that might not get visibility elsewhere. Opportunities for sharing include announcing Top Ideas (and removing challenge from top section), featuring a particularly important blog post, highlighting an impact story, featuring a new resource, announcing an upcoming challenge that’s not yet published, etc.
• Link to new page and always click ‘Open in new tab’ box • Ensure we have rights to image used or that the image is properly attributed from linked page • Please do not change the sizes of the boxes on the homepage. They are optimized for these dimensions. • Please do not change size of text to fit more text. It’s optimized for homepage visibility and will not be legible any smaller. It should also not run into edges of box.
PAGE 26 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
03 // BRAND IN USE // PLATFORM
RECOMMENDATIONS FOR LAYOUT CONSISTENCY Our website’s aesthetic is currently in flux as we decide how to work within the new look and feel. This page is a placeholder for layout guidelines TBD as we gain control of the CSS and experiment with the best looking layout. Here are some recommendations in the meantime:
Blog Visuals Our blog is a place to share resources + tips and celebrate our incredible community. Contributors range from the Challenge Manager to Community Manager to guest posts by sponsors, experts, Champions, and other team members. All blogs must have a visual to auto-load in the directory, and will naturally load the first image in the blog. Thumbnails are often too small to display nicely, so I aim to have a banner-sized image at the top of every blog.
• Be consistent with layout. Use the same header / subheader / body copy setting across all blogs, whether you determine they should be.
Images should stick to three sizes:
• Presize images before placing as you can’t edit them once they’re dropped. I recommend that you be consistent with these sizes as well.
• 300px X 150px - Showcase - great when
• 150px X 150px - Thumbnail - great for lists of Top Ideas, contributions, etc where a short description should go next to it
there is not a lot of text, perhaps just a title + subtitle • 800px X 150px - Banner - Ideal for the top of the blog or to differentiate sections
PAGE 27 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
03 // BRAND IN USE // PLATFORM
HOW TO UPDATE BADGES 1) Take a screenshot of the original profile photo and save in Dropbox: Tools > Graphic Assets > Web > Profile Badges > Badge Photos 2) Save as original name 3) Open graphic in photoshop from Profile Badges > Badge Graphics and drop original screenshot behind graphic
Profile Badges These badges are a helpful way to distinguish different types of contributors to the platform. In the future it is worth imagining how we might provide badges to these contributors for their social media profiles and LinkedIn – both as an incentive to inspire their participation and as a way to manage the messaging.
4) Save in Badge Photos as FirstName _LastName_Badge 5) Update profile with new graphic 6) Update tracking spreadsheet with profile link so the badge can be removed when the person is no longer in the role
COMMUNITY CHAMPION
PAGE 28 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
OPENIDEO TEAM OPENIDEO TEAM
AMPLIFY TEAM
COMMUNITY CHAMPION
AMPLIFY TEAM
COMMUNITY ADVISOR
SPONSOR
OPENIDEO T
03 // BRAND IN USE // CHALLENGE SUPPORT
GRAPHICS BEST PRACTICES • There should be no more than 3-4 links in a single email. These links are more likely to be clicked when they are a clear, actionable button. • Be visual. Always include a photo, either as a top banner or as a visual that goes with each section. If the photo is not ours, be sure to attribute it in a text box at the bottom of the email in point size 10, italic.
Mailchimp Emails We use Mailchimp to communicate with our existing community. From announcing phase changes to sharing resources to gathering knowledge about user incentives, this platform is proving to be one of our most powerful tools for activating our community around challenges.
• Top Banners should be panoramic, approximately 650px x 200px. When uploading a new photo, use the editing feature to resize and crop to an appropriate size. • Buttons should be 200px x 60px. They won’t all auto-load that size so be sure to resize if necessary
PAGE 29 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
03 // BRAND IN USE // CHALLENGE SUPPORT
POSTER 1 100% pattern POSTER 2 25% pattern 25% image 50% negative space
Challenge Posters Currently these posters live on the walls in the Team Space. You might consider also spreading the love around by also posting them around the IDEO office – and potentially sharing with other IDEO offices and client offices, in which case you’d want more contact info and website prominence.
POSTER 3 25% pattern 75% image
PAGE 30 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
03 // BRAND IN USE // CHALLENGE SUPPORT + BUSINESS DEVELOPMENT
APPLYING SPECIFIC PALETTES Note how the general postcard uses the brighter color palette because the audience is potentially dynamic across sectors – from students to entrepreneurs to clients.
Challenge Postcards We create a postcard for each challenge for the Team Space, and we also have a generic postcard for leave behinds at conferences and business development meetings.
The challenge-specific postcard was created to give organizations and partners who might be interested in co-sponsorship, and thus used the buttoned-up palette typically applied to business development materials. So perhaps future postcards for Meetups would use the lively palette while a postcard targeted to BD leads in the climate change space would use the buttoned-up.
PAGE 31 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
03 // BRAND IN USE // BUSINESS DEVELOPMENT
PRINT SPECS Printing with Moo allows us to create multiple backs to a deck of cards. We like the silk matte finish.
Business Cards The business cards should resonate with many audiences, so we’ve used Moo to create packs with multiple backs that reflect our complete set of palettes. We’ve also created a generic card for takeaway in the Team Space and for interns/volunteers to leverage.
PAGE 32 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
03 // BRAND IN USE // BUSINESS DEVELOPMENT
A HARMONIOUS BALANCE OF CONTENT These deliverables will often lean towards the text-heavy space because you will be trying to communicate a lot in a small space. Clean designs will include a balance of body copy, large callouts and small details. Think of a symphonic sound, featuring a harmonious mix of high notes, low notes and middle notes. The same should be applied to a pager.
Pagers Multi-pager docs are a great way to provide targeted, concise information for business development opportunities, client reports, challenge proposals, etc. The color palette falls into the buttoned-up category because the target demographic is mostly client-facing.
If someone only glances at the page for 15 seconds, what do you want them to take away? Apply concise headers and throw in a powerful quote or statistic to stand out. If someone lingers on the page, what might you uncover? Offer a detailed infographic or tiny type in the colophon. The body copy makes up the middle.
PAGE 33 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
03 // BRAND IN USE // BUSINESS DEVELOPMENT
GRAPHICS BEST PRACTICES • Only apply full-color backgrounds for section headers
Slide Deck (for presentation) We like to differentiate design and layout for decks that are projected on a screen versus printed/
• Show don’t tell
emailed digitally. The size of type and amount of content on each slide will vary drastically.
• Use high-resolution images that won’t be pixellated at full-screen
For projected presentations, the goal is to communicate powerful bite sizes of content. You do not
• Don’t stuff slides with tons of text. You don’t want people to be reading from the screen when you’re telling the story at the same time.
need to tell the entire story on each slide because they are visual supports to your verbal story. The best presentations are light on text, heavy on image, and have content that resonates.
PAGE 34 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
03 // BRAND IN USE // BUSINESS DEVELOPMENT
GETTING VISUAL This is an opportunity to get creative with visuals. Mixing in infographics, photos, large call-out quotes and charts is a great way to keep the content dynamic and easily consumed.
Slide Deck (print or email) This deck is designed to be more content heavy. It fills the place of a brochure but in using multiple slides you can organize and spread out the content more. This layout is still in flux as we build out more infographic styles and understand how much content we need to accommodate.
Try to avoid entire pages of text block and break up each slide with something visual.
PAGE 35 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
04 // BRAND EXTENSION
The in-person meetups add a real human touch that helps ground it tie to the online forum to real people and real connections TREVOR OpenIDEO Meetup Facilitator
04 // BRAND EXTENSION // MEETUPS
PROVIDING ASSETS When creating graphics for a new city, please provide a high-res .png file with their city customized, and also provide an Illustrator file with all text outlined and color palette dots included so they can update colors to their preference.
Meetup Logo With our Meetup program, we are exploring the boundaries between official sanctioning and autonomous freedom. This logo is one step closer to being an official piece of the OpenIDEO brand while also providing the opportunity to give Facilitators flexibility.
meet up
Facilitators are given a logo with their city specified, but will have the freedom to customize colors within the palette. Please provide logos with outlined text so graphics can’t be altered, but provide palette colors so they can choose any 2-color combination to apply to their city’s personality. Color palette is the lighthearted set targeted for friendly, welcoming community interaction.
meet up meet up meet up
PAGE 37 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
LOCALLY ORGANIZED IN
LOCALLY ORGANIZED IN
LOCALLY ORGANIZED IN
Barcelona
Barcelona
Barcelona
04 // BRAND EXTENSION // MEETUPS
FACEBOOK Profile photo should be the logo .png and cover photo should be a photograph of people participating in their Meetup. Name should be OpenIDEO Meetup City
Meetup Digital Profiles We will be streamlining social media assets for Meetups. For now, let’s standardize layout for various social media pages.
TWITTER Should not create custom twitter for city. Should use designated hashtag for city and tag @OpenIDEO INSTAGRAM Should not create custom twitter for city. Should use designated hashtag for city and tag @OpenIDEO GOOGLE PLUS Profile photo should be the logo .png WEBSITE Should prominently feature logo .png and language should clearly define site as home of OpenIDEO Meetup City.
PAGE 38 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
04 // BRAND EXTENSION // CO-BRANDING
SPACING In general, try to align the logos to feel balanced in size. In this case, I ensured that the text for Financial Services is the same height as the OpenIDEO text. In some cases, you’ll want the icon to size up. The other brand’s logo should never be larger than x-height above and below OpenIDEO.
Logo Lockups There will be moments when both logos need to appear in a lockup. The OpenIDEO logo is designed to play well with others but should maintain its sense of self next to other identities.
X 2X
2X
Maintain 2x (twice height of the OpenIDEO logo) between plus sign and logos when creating a horizontal lockup and maintain 1x spacing when locking up vertically The plus sign is 0.5x in height and should remain gray. x 0.5x x
PAGE 39 // OPENIDEO BRAND GUIDELINES // SUMMER 2015
00 // THANK YOU
KEEP IN TOUCH hello@openideo.com www.openideo.com @openideo
Hooray! Thanks for helping us to celebrate and preserve the integrity of our visual brand. Please let us know if you have any questions moving forward. Cheers, The OpenIDEO Team
PAGE 40 // OPENIDEO BRAND GUIDELINES // SUMMER 2015