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Brand Guidelines
Every Child Needs a Companion.
Table of Contents Who are we? Who is Cubpanion? Why is Cubpanion Different? Mission and Vision What do we look like? Logos Logo Do’s and Don’ts Color Palette Typography Email Signature Photography and Tone Design Elements Do’s and Don’ts Other Assets
Who are we?
Who is Cubpanion? Cubpanion was founded in 2016 in the Milwaukee area and is a small nonprofit made up of a network of individuals who work together to help children who need to cope with the effects of domestic violence. At Cubpanion we believe in providing children with coping and safety skills on their cognitive level of understanding through personal connections, a fun environment, and providing peace of mind.
Our Story Angela Ryan, the founder of Cubpanion, had been in various interviews and discussions with Milwaukee Police Officers about the issues of violence on a daily basis. After becoming more interested in the resources available, she came to discover that although there are resources available for children, they are not as effective as they could be. Thus the Cubpanion was born as a means to provide children with a connection to help ease the process of learning about domestic violence, creating a safety action plan, as well as coping with domestic violence.
Why is Cubpanion different? Existing resources to help children deal with domestic violence are simply not as effective as Cubpanion. Interactivity Cubpanion has built a system that children cannot only relate to but also that they can interact with a immerse their imagination into. Companionship A teddy bear is the ultimate icon of love and sympathy. Cubpanion uses a variety of teddy bears that wear with a purple ribbon around the neck and the Cubpanion logo sewn on the foot. Safety These special teddy bears have an integrated safety feature,a button, inside that when triggered, send an alert to local authorities in the case of a situation.
Our Mission To provide parents and children affected by domestic violence with peace of mind.
Our Vision To reduce the impact of the negative effects on children affected by domestic violence.
What Do We Look Like?
Logos Identity is important to us. Please use the following guidelines to determine what will best suit your project and represent our company’s brand.
Primary Logo Preferred Version of our logo. Please use whenever possible. The identity mark may be used alone without logotype; for example in videos, printed posters, company assets, etc.
Primary White Logo Used when designing or printing on a dark background. Also can be used when designing or printing over any of the Cubpanion colors.
Primary Black Logo Use the black logo when the colored logo cannot be used; Good for small scale work or merchandise printing. DO NOT use on any digital or print advertising materials.
Secondary Logo This logo is meant to be used when the primary logo is not appropriate, i.e. when the logotype in the primary logo is not legible or when our company name needs to stand out.
Secondary White Logo Used when designing or printing on a dark background. Also can be used when designing or printing over any of the Cubpanion colors.
Secondary Black Logo Use the black logo when the colored logo cannot be used; Good for small scale work or merchandise printing. DO NOT use on any digital or print advertising materials.
Logo Do’s and Don’ts We are all about snuggling, except when it comes to our logo. Our identity needs a little space.
Primary Logo Safe Zone Please use the paw-print circles to measure out spacing dependent on the size you are using. The contact points are exemplified to the left.
Secondary Logo Safe Zone Please use the letter “o” from “Cubpanion” to measure out spacing dependent on the size you are using. The contact points are exemplified to the left.
Don’t stretch or Alter the logo Make sure to keep the proportion of the logo when using across various design jobs. Do not rotate the image with the logotype.
Rotating the Identity Mark In certain cases, rotating the Identity mark is okay; i.e. motion graphics, physical merchandise, etc.
Color Palette Existing methods and resources for helping children deal with domestic violence are simply not as effective as Cubpanion.
Dark Purple
Light Purple
Mint
(HEX) #302666
(HEX) #917FBA
(HEX) #8CD1C4
(RGB) 49, 40, 100
(RGB) 145, 128, 187
(RGB) 139, 209, 196
(CMYK) 97, 100, 29, 18
(CMYK) 46, 52, 1, 0
(CMYK) 44, 0, 27, 0
Bright Yellow
White
(HEX) #FCD100
(HEX) #FFFFFF
(RGB) 252, 208, 0
(RGB) 255, 255, 255
(CMYK) 2, 16, 100, 0
Typography
Headings and Subheadings DK Canoodle
∙ Must be used for large titles (35pt+) or
DK Canoodle ABCDEFGHIJKLMNOPQRSTUVWXYZ
section and chapter markings. ∙ Can be used for text overlaying photos
∙ This font is available for free download.
Avenir Black
∙ Must be used as the subheading typeface. Can be used as the heading typeface. ∙ Can use the following members of the
Avenir Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
font family: Black, Black Oblique, Heavy, Heavy Oblique. ∙ This font must be purchased (it is not available for a free download).
Body Copy Avenir Light
∙ Must be used for all body copy.
∙ Can use the following members of the font family: Light, Light Oblique, Book, Roman, Book Oblique, Medium, Medium Oblique. ∙ This font must be purchased (it is not available for a free download).
Avenir Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Email Signature Our company believes in a cohesive brand and personal experience, especially when interacting with each other and with clients.
Using our Email Signature
∙ If you are employed by Cubpanion, please use our email signature shown at the bottom of this page or on all of our emails. You may create your
Typeface
∙ Arial should be used as the default font for email text (available on our company email program. ∙ Use type size 9 for body text in emails.
through our business account at wisestamp.com ∙ Line 1 is your first and last name in Arial Black and in our company color “dark purple,” size 11. ∙ Line 2 is your staff title “at Cubpanion” in Arial
Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Regular, size 9, with “Cubpanion” in our company Arial Black
color “light purple.” ∙ Line 3 is your phone extension followed by the
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
corporate phone number, size 9. ∙ Line 4 is your company email followed by the company website, cubpanion.com, size 9. ∙ Line 5 is the company address, size 9.
Angela Ryan
Chief Executive Officer at Cubpanion (414) 777-5555 | (414) 777-7777 angela@cubpanion.com | cubpanion.com
Photography Our company believes in a cohesive brand and personal experience, especially when interacting with each other and with clients.
It’s all about those little ones. As a product aimed at children, we want them in our brand! It’s also about our teddy bears. It’s important to address different perspectives, including that of the cub him/herself!
Acceptable Forms of Accreditation: Photography by: [name] Photo credit: [name]
Tone What do we sounds like? This book is a great example! The best way to explain is that we speak to both adults and children in a professional tone, with a little fun and witty in the mixture.
We are the voice for the children. We deal with the serious issues so they don’t have to. Sometimes we are a little quirky, but we have a genuine and passionate personality. We are fun and familial with furry friends.
Design Elements Do’s and Don’ts We’re a well-rounded company. There’s a lot of circles.
Do this:
Don’t Do This:
∙ Bullet
- Use dashes
∙ Lists
• Big bullet point
∙ Pointed
We also have a knack for geometry; especially with our layouts.
∙Not enough space
They are just the
Also stay away from
right size.
any other list icons.
Icons in Circles
Stand Alone Icons
as a grid system Using text and images should be minimal and tasteful; don’t take away from the value of photography.
Location Matters
Yes For lines of text, not titles. Use transparent white or a block of 100% color depending on the image.
Location Matters
No Never use black or dark colors, besides our bright company colors and our “dark purple.”
Other Assets Don’t worry; we’ve made it easy for you to get started on spreading our brand and who we are! Logo Package https://www.dropbox.com/sh/gyenf3cfud1m3k3/ AACPhqB1rfBFski2AH-NhrgKa?dl=0
Design Elements https://www.dropbox.com/sh/obro8f7oxp2w93p/
Templates ∙ Letterhead
∙ Thank You Cards ∙ Blank Slide Deck
https://www.dropbox.com/sh/a6nsfpoxswgct0c/ AABqf7CvxO8jFA02ZDaWN3cDa?dl=0
AABHNqV0qWpug3WZqdlfxnUua?dl=0
Company Infographic https://www.dropbox.com/sh/hrcfe12zh95bqyi/
Company Slide Deck https://www.dropbox.com/sh/dbtgbbvylekoohg/ AABiO4kYnA7BFH1tj3TQxEcsa?dl=0
AAAon5tYX1AqmY39WXy41Hz2a?dl=0
Photography https://www.dropbox.com/sh/mnjmdswb1ggzaee/ AABCJ8TwfG9uTVyFeS9WW4Sla?dl=0
Company Promotional Video https://www.dropbox.com/sh/az4iykxe2tm5rxb/ AAAixY4FVQQdHmu1dNtQCC6ga?dl=0
Every Child Needs a Cubpanion.
Every Child Needs a Companion.
COVER