BRAND BOOK
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TABLE OF CONTENTS
HOW WE LOOK
Logo & Typography
2
Color Palette
9
Photography Style
11
HOW WE SOUND
Brand Personality
18
Brand Voice
27
Content Guidelines
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HOW WE LOOK
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My Real Recovery
Brand Book
LOGO & TYPOGRAPHY
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My Real Recovery
Brand Book
LOGO & TYPOGRAPHY
The Real Recovery logo consists of the icon, the brand
COLOR APPLICATION
name and the tagline. The full-color logo should always be used on white or light-colored backgrounds for maximum clarity. If the logo is applied to any dark or low-contrast backgrounds, the reversed version should be used. The grayscale version should be used on one-color print applications.
In exceptional circumstances, smaller sizes of the Real
MINIMUM SIZE REQUIREMENTS
Recovery logo for print or web may be necessary. To keep legibility top priority, the minimum size of the horizontal logo for print is 1 inch wide (67 pixels). For digital applications, the minimum size is 1.4 inches wide (100 pixels).
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Print: 1”
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My Real Recovery
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Digital: 100px ®
LOGO & TYPOGRAPHY
Full Color
Reversed
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Grayscale ®
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My Real Recovery
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LOGO & TYPOGRAPHY
Here are examples of acceptable usage of when to
COLOR VARIATIONS
apply the full-color Real Recovery logo on images or colored backgrounds.
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My Real Recovery
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LOGO & TYPOGRAPHY
CLEAR SPACE REQUIREMENTS The Real Recovery logo should appear with proper clear space surrounding it to ensure maximum clarity. The clear space measurement is based on the exact logo size you are working with, so an appropriate amount of clear space can be determined regardless of the size of the logo. To calculate the minimum clear space, we use the width of the “L” at the end of the word “Real”. ®
No elements should be placed within the clear space of the Real Recovery logo.
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LOGO & TYPOGRAPHY
UNACCEPTABLE USE
REAL REAL RECOVERY REAL RECOVERY RECOVERY BY PYRAMID HEALTHCARE ®
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REAL REAL RECOVERY RECOVERY
Do not change the
Do not place on a background or
typeface or layout
photo with insufficient contrast
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logo colors
BY PYRAMID HEALTHCARE ®
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BY PYRAMID HEALTHCARE ®
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Do not rotate the logo
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Do not stretch or distort
Do not add drop shadows or other
logo in any way
effects (bevel, emboss, gradient)
BY PYRAMID HEALTHCARE ®
REAL RECOVERY
My Real Recovery
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BY PYRAMID HEALTHCARE ®
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Do not change the
BY PYRAMID HEALTHCARE ®
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LOGO & TYPOGRAPHY
The Real Recovery brand typography consists of Oswald
TYPOGRAPHY
Regular, Oswald Extra Light, Helvetica, and Helvetica Light Oblique. The logo typeface is Raleway.
HEADLINE
Oswald Regular
SUBHEAD
Oswald Extra Light
This is body copy
Helvetica
This is a callout
Helvetica Light Oblique
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My Real Recovery
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COLOR PALETTE
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My Real Recovery
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COLOR PALETTE
DARK GREEN CMYK: 94 57 50 53 RGB: 0 57 68 PMS 309 # 003944 GRAY CMYK: 15 9 8 5 RGB: 203 208 212
WHITE CMYK: 94 57 50 53 RGB: 0 57 68 PMS 309
PMS 538 # CBD0D4
CYAN
#FFFFFF
CMYK: 54 0 7 0 RGB: 102 203 230 PMS 310 # 66CBE6 GREEN CMYK: 94 57 50 32 RGB: 4 77 90 PMS 3165 # 044D5A
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PHOTOGRAPHY STYLE
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My Real Recovery
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PHOTOGRAPHY STYLE
ORGANIC, AUTHENTIC, RUSTIC, INSPIRATIONAL
The photography style embraces the natural setting of the Real Recovery program and reinforces its focus on the outdoors. In some instances, the subject of the photo is the main focus, with the surroundings blurred out. As appropriate, filters are applied to imagery to enhance the vibrant colors of nature (for example, a green filter for trees and foliage, or a blue filter for the sky). Filters help evoke the rustic, ethereal power of nature to heal and strengthen one’s recovery. Usage of real photographs (as opposed to stock photography) is encouraged. Images should embody the high energy of the Real Recovery program: young men, ages 18-28, enjoying adrenaline-fueled outdoor activities. They come from varying ethnic backgrounds and interests, united by their recovery journey and love of life.
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My Real Recovery
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PHOTOGRAPHY STYLE
ORGANIC
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My Real Recovery
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PHOTOGRAPHY STYLE
AUTHENTIC
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My Real Recovery
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PHOTOGRAPHY STYLE
RUSTIC
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My Real Recovery
Brand Book
PHOTOGRAPHY STYLE
INSPIRATIONAL
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My Real Recovery
Brand Book
HOW WE SOUND
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My Real Recovery
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BRAND PERSONALITY
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My Real Recovery
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BRAND CREDO
BRAND PERSONALITY
“Real Recovery provides young men a safe place to live out their recovery journey, surrounded by a strong brotherhood of support in our sober living homes.” Every man has the right to live a meaningful life. At Real Recovery, we help him fulfill his potential. Wherever he’s coming from, he will be inspired to grow and be a better man through meetings, outdoor therapy and job support. Recovery is a journey that is filled with challenges, but it can also be filled with achievement, fun and adventure. Real Recovery men are proactive, and they embrace the opportunities that sobriety has to offer. In all that we do, we strive to be authentic, honest and true. We believe in the incredible power of nature—both to heal and to encourage teamwork and personal growth. For each man that enters our doors, we aim to give him the support and love that he needs to succeed.
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BRAND PERSONALITY
Real Recovery is authentic, jubilant and resolute.
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My Real Recovery
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BRAND PERSONALITY
Authentic: Our program is as real as it gets. We stay true to our roots, helping men live better lives by providing the support they need to stay accountable and relapse-free.
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BRAND PERSONALITY
Jubilant: Life and health are something to be thankful for each day. Whether we’re fly-fishing or sharing a meal together, we share a zest for sober life and a love of adventure.
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BRAND / PERSONALITY
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My Real Recovery
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BRAND PERSONALITY
Resolute: Recovery presents challenges, and we face them with grit, determination and resolve. With the help of our brotherhood, we continue to press on.
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BRAND / PERSONALITY
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My Real Recovery
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BRAND VOICE
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My Real Recovery
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BRAND VOICE
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Real Recovery is honest, empowering and brotherly.
My Real Recovery
Brand Book
BRAND VOICE
Honest: When it comes to recovery, we’re matter-offact and tell it how it is. We help each other set realistic goals and take logical steps to reach them.
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BRAND / VOICE
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My Real Recovery
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BRAND VOICE
Empowering: We’re optimistic, and we build each other up. Giving and receiving encouragement is fundamental to the Real Recovery brotherhood.
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My Real Recovery
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BRAND VOICE
Brotherly: We understand and bear with each other’s struggles, because we’re all on the same journey. We communicate with our residents in a way that is empathetic and easy to understand. 33
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BRAND / VOICE
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CONTENT GUIDELINES
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CONTENT OBJECTIVES
Real Recovery publishes content that is uplifting and easyto-understand, primarily written to communicate with young men ages 18-28 who are looking for encouragement and information about sobriety. All content is focused on helping young men make the most of their recovery. It should be a mix of practical, applicable advice about recovery, motivating testimonials from Real Recovery residents and information about events that make Real Recovery such a unique place to live and recover, all written to communicate specifically with the 18-28 male demographic. Every piece of content published by Real Recovery should adhere to our core values as an organization. It should utilize the uniquely pragmatic, empowering and relatable voice that allows men to feel that they’ve found a safe community for their recovery.
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CONTENT GUIDELINES
USE OF THE BRAND NAME
In all marketing materials, Real Recovery will be referred to as “Real Recovery” or “Real.” This reflects the way that our residents talk about us – in a way that is simple and informal.
PHONE NUMBER STYLE
In all marketing materials, Real Recovery’s phone numbers will appear with the
HOW WE TALK ABOUT OUR CLIENTS
When talking about our clients in our marketing materials, we will refer to them
STYLE MANUAL USAGE
Real Recovery adheres to the standards established by the
first three digits in parentheses, as follows: (855) 363-REAL.
as “clients” or “residents.”
APA (American Psychological Association). All research-backed communications (like white papers, e-books, etc.) will all be carefully checked for adherence to APA guidelines.
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CONTENT GUIDELINES
CAPITALIZATIONS
ABBREVIATIONS
NARRATIVE FORMS
Real Recovery follows the AP style for capitalization. All
and follow a person’s name or be set off with commas
formal titles will be capitalized when they appear before a
before the person’s name. (Examples: VP of Marketing Matt
person’s name. If they are informal, titles will be lowercase
Hosband; Desiree Patton, media coordinator)
Some examples of abbreviations and their proper usage in
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U.S., not United States or U.S.A.
Real Recovery marketing materials are as follows:
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North Carolina, not NC or N. Carolina
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IOP (not intensive outpatient)
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Percent, not % or per cent (with numbers written
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PPO (not preferred provider organization)
as numerals)
In all marketing materials, Real Recovery may use a combination
Examples: “We use outdoor activities like hiking and white water
of first and second person to communicate with target audiences.
rafting to strengthen our clients’ recovery.”
All communication is targeted directly at the client. “At Real Recovery, you’ll discover that sobriety can truly be fun Blog post content will vary slightly from branded web pages. It
and enjoyable in the company of other men like you.”
will be crafted to reflect the brand personality, but will use more creative freedom to communicate with site users.
TYPOGRAPHICAL EMPHASIS
In the body copy of marketing communications, using
Using underlined typefaces is discouraged, especially on
an italic or bold typeface to emphasize a point is
digital mediums. This prevents website users from being
permissible, but most effective when done in moderation.
confused about the underlined words being links, as
Italics and bold type should not be used more than twice
underlined text commonly denotes a link leading to
on a given page of content, whether it is a web page,
another webpage.
print publication, etc.
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