BRAND GUIDELINES
Freedom Key Foundation
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Who We Are The Logo
Correct/Incorrect Variations
Basic Elements
Typography
Color
Secondary Identity
Photo Treatment
Design Applications
Stationery
Magazine Ad
Website & Merch
Freedom Bus Campaign
CONTENTS 2
WHO WE ARE
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Freedom Key Foundation
YOU HOLD THE KEY TO FREEDOM.
The Freedom Key Foundation (FKF) is an educationcentered organization committed to eliminating human trafficking from its source - ignorance. The overall mission of the foundation is to educate the general public on the popularity and severity of human trafficking and illustrate ways that they can help in ways that do not compromise the safety of victims.
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THE LOGO
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Freedom Key Foundation
WHAT DOES IT MEAN?
The Freedom Key Foundation logo conveys a sense of freedom and independence. The dove is known for representing peace and serving as a reminder to “soar to new heights.� The key represents freedom itself. The dove acts as the delivery mechanism for that freedom, lending to the notion that FKF is a pathway to liberation. Human trafficking is an issue that receives little attention, and therefore lacks heavily in design quality. The same symbols are used time and time again - chains, a lock, bound hands, etc. Not to mention, red is used constantly to represent the issue. We strive to be different and stand out. Orange is often associated with joy, warmth, heat, enthusiasm, encouragement, change, determination, health, freedom, and happiness. All words that we want victims to feel within this organization.
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| The Logo
LOGO
Primary
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Secondary
Freedom Key Foundation
MIN. SIZE + CLEAR SPACE
The minimum size for the logo to appear with text is .7”
.7”
The clear space surrounding the logo should exceed the x-height of the text.
X
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| The Logo
CORRECT VARIATIONS
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Freedom Key Foundation
INCORRECT VARIATIONS
The logo should never appear in a color other than those mentioned in the color section of this guide.
The logo should be filled with color and should never use a stroke to outline its elements.
The bird should never be placed behind the text in the logo. This makes it nearly unreadable.
When using the secondary logo, the bird must be placed to the left of the text, NOT the right.
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BASIC ELEMENTS
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Freedom Key Foundation
WHAT ARE THEY?
The basic elements utilized in the effort to develop the foundation’s overall brand identity include the color, typography, and secondary identity. All components play an important role in upholding the aesthetic standards of the organization. This chapter will demonstrate the correct guidelines for applying the basic elements to FKF’s branding.
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| Basic Elements
TYPOGRAPHY IN USE
YOU HOLD THE KEY TO FREEDOM DO YOU KNOW HOW TO USE IT? Here’s how you do it. Go to www.FreedomKey.org to learn about the different ways you can help prevent human trafficking. Some common things to look out for in victims include signs of physical and psychological trauma (anxiety, lack of memory of recent events, bruising, untreated conditions), limited freedom of movement, no passport/I.D. or mention that someone else is holding their passport, fearful of their trafficker (could be traveling with them), fearful of police/authorities, part of a large group that is seemingly organized by one person, often silent and who don’t handle their own money, or may have a tattoo of a pimp’s name on their neck. If you notice one ore more of these signals, please contact the Nevada Human Trafficking Hot line immediately at 1 (888) 373-7888.
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Freedom Key Foundation
TYPOGRAPHY GUIDELINES FUTURA BOLD ABCDEFGHIJKLMNOPQRSTUVWYZ1234567890
Used for headers and titles at 14-16pt or 24-36pt. Also used for the top line of text in the logo. UPPERCASE
F UT UR A M ED IUM A B C D E F G H I J K L M N O P Q R S T U V W Y Z 12 3 4 5 6 7 8 9 0
Used for subheaders at 14-16pt. Also used for the second line of text in the logo. UPPERCASE
F U T U RA L I G HT A B C D E F G H I J K L M N O P Q R S T U V W Y 12 3 4 5 6 7 8 9 0
Used for body text at 8-10ptor 10-12pt. Sentence case
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| Basic Elements
COLOR
ORANGE #F2652E CMYK 0, 75, 92, 0 RGB 242, 101, 46
Uses include: logo, titles, headers, body text, key-shaped lines, background, icons. It is also the middle color on the gradient.
Primary color
WHITE # FFFFFF CMYK 0, 0, 0, 0 RGB 255, 255, 255
Uses include: logo, titles, text, key-shaped lines, background, icons. White text is recommend for use on the gradient background.
Secondary color Light gray (#757679) or black can be used for text or as accent colors.
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Freedom Key Foundation
GRADIENT
#F68A21
CMYK 0, 56, 99, 0 RGB 246, 138, 33
#F2652E
CMYK 0, 75, 92, 0 RGB 242, 101, 46
#F05926
CMYK 0, 80, 97, 0 RGB 240, 89, 38
The gradient can be used as a background, in the logo, in the key-shaped lines or in large-sized text (in which case the entire piece of text would have the gradient applied, rather than each individual letter).
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| Basic Elements
SECONDARY IDENTITY
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Freedom Key Foundation
The dove and key are essentially one element working together in the logo. They are connected through a system of lines. This system is carried over into the brand’s secondary identity. The way the bird, the legs, and the key intersect were the main inspiration for the secondary identity. Through this system of connecting and intersecting lines, items like titles, main points, or important information are highlighted. The identity system serves as a roadmap and helps direct viewer’s attention to wherever it needs to be.
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| Basic Elements
PHOTO TREATMENT
X
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FREEDOM KEY FOUNDATION
FREEDOM KEY FOUNDATION
Using orange text on a multi-colored image like the example above severely disrupts readability.
White text is much easier to read on a multi-colored background.
Freedom Key Foundation
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FREEDOM KEY FOUNDATION
X
FREEDOM KEY FOUNDATION
FREEDOM KEY FOUNDATION
FREEDOM KEY FOUNDATION
Orange-overlay photos are part of the brand identity system of FKF. They should only be used with WHITE text, never with orange, otherwise readability is limited.
When using FKF route maps, a low-opacity white box should accompany orange type. Using orange type by itself, as shown above, readability becomes limited.
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Symbol | The Logo
DESIGN APPLICATIONS
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Freedom Key Foundation
WHAT ARE THEY?
The design applications are the materials that “show off” the foundation’s brand identity. They are used to keep the style and aesthetic of the brand consistent and clean. Applications include materials for the Freedom Bus campaign such as bus wrap, bus interior design, bus stop display, floor path, social media poster, donation box, key USB, bus guide, and team shirts. Other applications include the organization’s stationery set and website.
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| Design Applications
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Freedom Key Foundation
STATIONERY SET The main purpose of business stationery is to depict the company in a positive and professional manner. Custom stationery tells clients and potential clients that the business is professional and legitimate. It also increases a brand’s public visibility by establishing a clear brand identity. The Freedom Key Foundation’s stationery serves as the first impression for the organization to many people. Often times, those receiving a business card or a letter will see the stationery materials before they know anything about the company or its aesthetic. It is important that these materials uphold the standards of FKF’s brand identity and convey a sense of modernity, friendliness, and connection. Items included: 8.5” x 11” letterhead Standard landscape business card Standard envelope
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| Design Applications
Logo at top: 1.5�
Apply gradient to full background
Name: Futura Bold - orange Subtitle: Futura Medium - gray Info: Futura Light - gray
Apply gradient to full background Body: Futura Light - black 10-12 pt
Name: Futura Medium - orange Info: Futura Light - black
Apply gradient to envelope flap
Futura Light - orange
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Gradient
Freedom Key Foundation
MAGAZINE AD The Freedom Key Foundation’s magazine ad is a big different from normal advertisements. It is interactive and begs for the audience’s attention. By using a shocking image, like a little girl in chains, eyes are drawn in. Then, using the secondary identity, the long key-shaped line tells you to tear the page. Once the page is torn, the girl is stripped of her chains and is shown holding a teddy bear, instead. All the while, the viewer is holding a key in their hand, alongside a powerful message.
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| Design Applications
WEBSITE
A quality website is important for any company. The website is often the first impression you give a potential audience. If they found the company through a search or through a link a friend gave them, the website will be the first point of contact with them. It could also be the first point of contact with a victim, so it is vital to appear warm and welcoming. The website utilizes elements from the brand identity and is simple to navigate. It contains calls to action, statistics, and helpful links. The image to the left depicts what is below the top of the home page (shown above).
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Freedom Key Foundation
TEAM MERCH The FKF team shirts help identity key spokespeople and volunteers from the crowds. They let riders know who to go to for questions or concerns. They incorporate the brand’s key-shaped lines while remaining cozy and stylish.
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| Design Applications
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Freedom Key Foundation
THE FREEDOM BUS CAMPAIGN The Freedom Bus is a proactive campaign that travels around the U.S. aiming to educate the general public about the popularity and severity of human trafficking. It will bring about awareness of the issue and teach the public how to spot human trafficking in everyday situations like riding the bus. The campaign offers a free bus ride down the main street of a city. In exchange for the free ride, riders will experience an educational brief on spotting human trafficking and how they can safely help. This goal is to start a conversation with and among the community. The bus puts them in a common, unfamiliar space that they can talk about. And hopefully it inspires riders to donate to the cause. Other marketing materials in support of the campaign include the bus design, bus stop display, physical floor path, social media banner, and the donation box. The materials are meant to follow the brand identity and promote the ideology that human trafficking isn’t always obvious. The images, like those displayed on the bus and bus stop, are meant to have a shock factor. Flat/additional views:
a
a. Bus wrap (flat)
b
b. Bus interior
c. Bus interior signage (flat)
c TRANSPORTATION SYSTEMS (LIKE BUSSES) FACILITATE HUMAN TRAFFICKING. HUMAN TRAFFICKING ISN’T ALWAYS THIS OBVIOUS.
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| Design Applications
a
a
b
c
BUS INTERIOR ITEMS Additional items seen on the Freedom Bus include the social media banner, freedom key USB, and the donation box. The a. social media poster encourages bus riders to follow and tag FKF’S social media accounts. This helps the foundation receive attention via social media. It is displayed in front of the chained-up riders. The c. key USB is what the riders will receive once they prove they have followed the foundation’s social accounts. The b. donation box is an excellent display of the brand’s secondary identity. It turns the key-shaped lines into physical paths for money to follow. It also engages the viewer more than a simple “drop-and-go” donation box.
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Freedom Key Foundation
BUS GUIDE The bus guide is an important keepsake from the Freedom Bus campaign. Rather than handing out brochures that will no doubt end up in the trash once the riders exit the bus, FKF provides them with something more useful. The bus guide includes information on local transit centers, transit holidays, and reminders of human trafficking signs. It also incorporates a transit map of the area from the bus trip. This way, riders can keep the booklet with them. The small booklet measures 24� x 6� when laid flat. The images below are the flat designs.
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| Design Applications
BUS STOP SIGNAGE The bus stop signage is essential for drawing in an audience. The shocking image of a normal person sitting at a bus stop confined by bars is unsettling and sure to grab attention. The bottom half of the signage (with the bars) is see-through glass, to represent the fact that anyone at anytime could be a victim of human trafficking. There is also an orange, on-brand footpath that leads people to the bus stop. NOTICE: The donation box should never be placed at the bus stop. This runs the risk of damage or theft.
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Freedom Key Foundation
WE MUST BE THE ONES TO TAKE ACTION.
CONTACT
Alyssa Coulter 777-666-8888 alyssa@freedomkey.org