IT’S A LOOK INTO WHAT brand guidelines WE DO AND HOW WE DO IT
New View is dedicated to a future where all youth will have the access and education necessary to understand, evaluate and, most importantly, create media.
Through photography, videography and digital media, youth become engaged learners and active participants in the classroom, their communities and ultimately the world.
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our view
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our purpose
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our identity
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our look + feel
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our system 3
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this is our view
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It’s a look into our origin and where we came from
Since 2001, New View has delivered its adaptable curriculum to 16,000 children in weekly classes, after-school programs, summer sessions, workshops and teacher trainings. Students tell their unique personal stories through photography and other digital media forms while under the guidance of mentors in related fields.
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this is our purpose
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It’s a look into what we do and why we do it
Our innovative programs engage youth and encourage them to tell their stories through the use of digital media. This makes them an active participator in their communities, potentially giving them an opportunity to make a difference in the world. Our educational strategies allow youth to think creatively, engage in issues that are important to them, and advocate for social change.
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this is our identity
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It’s a look into our core and what we’re made of
Our name is inspired by the idea of looking at surroundings in a unique way. By looking at things differently, we are able to gain insights into new cultures and perspectives. Our identity represents the place where new content is created and perspectives are shared. Our story is comprised of learning, showing others new perspectives, and sharing our new findings with the rest of the world. It is represented by these three pillars– Educate, Express, Engage.
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Our Identity
The logomark represents a cropping tool, which speaks to the origins of photography and the symbol that is widely used and well known today.
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Logo Usage
1 Vertical Lockup This is the primary logo and should be used as the first choice. 2 Logomark The logomark can be used separately from the wordmark, only when the wordmark is also included on the same execution. The logomark is also used as the app icon. 3 Wordmark The wordmark can be used separately from the logomark, only when the logomark is also included on the same execution.
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Reverse Logo
When applying the logo onto a dark background, the logo must be reversed to white.
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Clear Space
When arranging the logo, the letter “n� in the New View wordmark is used as a unit of measurement. There must be space between the logo and any other elements including physical or printed page edges.
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Minimum Size
The logo must be legible when viewed on various platforms. If the logo is too small it will become unreadable and the brand identity will suffer. Use these guidelines when applying the New View Identity.
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.75in
Minimum size for print
65px
Minimum size for digital
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this is our look + feel
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It’s a look into our elements that express us
Colors, typography, and photography and very important when expressing the New View brand. Make sure to adhere to the following guidelines when applying the New View System.
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Color Palette
Blue is our primary brand color, and can be seen utilized throughout our entire system. This primary color is used sparingly to remain subtle on the page. This blue represents New View’s refreshing, creative, and energetic tone. Black is a secondary color, and is used for headlines and body copy. There should also be ample whitespace throughout the system.
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HEX #3398a7
R52 G153 B169
HEX #000000
R52 G0 B0
C76 M24 Y31 K0
C50 M0 Y0 K100
PANTONE 3125
PANTONE BLACK 6
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Typography
ITC Avant Garde Gothic is the primary typeface used in our system. It is used for titles and subtitles, but should be used sparingly to remain subtle on the page. This typeface has a large x-height, and is very geometric and fun. To increase readability, whenever using ITC Avant Garde Gothic, increase the tracking to 25. For digital and print body copy, Palatino is used. Palatino has larger proportions and is easily read at a distance or printed at small sizes. The solid wide structures of this typeface speaks to the personality of New View.
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ABCDEFGabcdefg12345 ITC Avant Garde Gothic Bold, Titles
ABCDEFGabcdefg12345 ITC Avant Garde Gothic Book, Subtitles
ABCDEFGabcdefg12345 Palatino Regular, Digital and Print Body Copy
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Photography
Landscape and nature photography must have a majority of blue in the shot. Other photography includes emotive and expressive young adults interacting with camera and/or each other. This photography is lively which aligns with our brand pillars.
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this is our system
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It’s a look into how and where our view is seen
New View uses print and digital assets in order to create awareness and spread our brand message. The ultimate goal of these applications is to encourage youth to sign up for our innovative programs, so they are able to participate in making a difference in their communities through the use of digital media.
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Applications
Printed assets include stationary and business cards, digital assets include social media profile icons, and additional assets include branded swag.
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Eliza Thomson Executive Director 858.349.7578 ethomson@newview.com 2750 Historic Decatur Rd Suite #103 • San Diego, CA 92106
Business Card 3 in x 3 in Front • Soft Touch Finish, Spot Varnish Logo Back • ITC Avant Garde Gothic Book, 7pt / 10pt 31
New View
October 10, 2018
2750 Historic Decatur Rd Suite #103 San Diego, CA 92106 858.349.7578 newview.com
Dear Name Here,
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Kindest regards,
Eliza Thomson Executive Director
Letterhead 8.5 in x 11 in Type • Palatino, 9.5pt / 15pt 32
New View 2750 Historic Decatur Rd Suite #103 San Diego, CA 92106
Envelope 4.125 in x 9.5 in Type • ITC Avant Garde Gothic, 7pt / 13pt 33
Instagram Profile
Banner Image • Photography with Wordmark
Digital Assets Various sizes Logo no smaller than 65px wide 34
Facebook Profile
Swag Various sizes Logo no smaller than .75in wide 35
Camera Strap Various sizes Logo no smaller than .75in wide
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New View is dedicated to a future...
Where all youth will have the access and education necessary to understand, evaluate, and most importantly, create media.
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