All Ages Read Together 2014 Style Guide
Campaign
Design
Introduction 1.1 Content 1.2 Target 1.3
Logo 2.1 Textures 2.2 Colors 2.3 Fonts 2.4
Introduction All Ages Read Together (AART) is an organization based in Loudoun and Fairfax County, Va beginning in 2006. Since then the organization has grown to 8 sites with over 80 kids spread throughout the two counties. What follows is the potential new look for AART in the upcoming year 2014.
1.1
Content
1.2
As the courses finish up for 2013 it is important to create an awareness and brand identity for All Ages Read Together. This is important to influence both target audiences in to the intended actions. The content should concentrate on the increased performance of the children throughout the numerous courses and the interaction between the volunteers and the children. These two aspects are how the public can see the positive influences and results of All Ages Read Together. As these results are presented in positive light this will create a valuable funnel if followed quickly by the means to donate or volunteer come closely behind.
Targets AART recieves most donations from sponsorships and people 60+. According to the 2010 census there are over 1.4 million Virginians over the age of 60. It is important to give a face to these statistic and truly reach out with means to connect to the intended audience.
1.3
Phil Sampson
Caroline Jackson
Age: 67
Age: 36
Phil has been married to Shannon for over 45 years. They didn’t have any children but always loved to be around kids. Since he retired from his work at the firm he is searching for a mean to spend the majority of his day.
Mother of two; Cody (10) and Sarah (8) will do anything for her children. She has made some mistakes along the way in raising them but nothing any new parent hasn’t done either. One mistake is earlier education.
Logo The Logo is what the public first sees and makes a statement. Since AART already has a clearly established Logo design then it is important to standardize the defined logo.
2.1
Acceptable Uses
The book logo standing alone by itself. Should always be printed in red color and not reduced to black or grey. This will lose emphasis or importance of the heart symbol. This will mostly be used within digital spaces.
All Ages Read Together
When adding the title this example should be under the book symbol and not placed to the right. When using this edition it should be placed at the very top of the newsletter or other promotional material.
Textures
The use of textures will be mostly used in a digital space, but should be related to educational tools, such as wooden Alphabet blocks and woven bound books. This design element allows the more important aspects of the brand to stand out.
2.2
Colors This design elements is one of the most important things
a brand can do to create a warm, welcoming culture. The more prominent appeal of colors is the feelings they entice. The goal and mission of the organization is to welcome and teach students and this will be achieved with these choosen principle colors and their accents.
2.3
#FF3333
#FF8F33 #1F9999 #29CC29
#FFB633
#FFFC33 #792AAB #2F5CA9
#52CCCC
#B6F030 #C7288C #FF8F33
Fonts
AART can establish their brand identity with carefully planned text spread throughout their circulated materials. More fonts can be added but to create a solid brand image the same typograph should be consistent throughout all the distributed materials, both digital and physical.
2.4
Big Fish Header
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 #!?.
Chalkduster Sub-Header
Minion Pro Body
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 #!?. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 #!?.