BRAND IDENTITY & DESIGN SYSTEM MANUAL
INTRODUCTION
THE POVERELLO WAY "Believing in the dignity of every person, at Poverello House we work to enrich the lives and spirits of all who pass our way by stewarding the resources made available to us through Providential and community support." Poverello House is a private, nonprofit, nondenominational
Mike and his volunteers went back to the streets and alleys.
organization that serves the hungry, homeless, and destitute
Soon they had another building, but they were evicted, and
of Fresno, California. Poverello House began officially in 1973,
once again took to the streets. Finally, through the generous
but its history goes back much further.
contribution of a donor, Poverello House opened in its current
In the turbulent 1960's, a young man named Mike McGarvin
site at 412 "F" Street.
was on the fast track to becoming one of the many casualties
From this location, the organization has grown tremendously.
of the decade. Drugs, alcohol, violence and hopelessness
In 1992, a major expansion and renovation was completed,
were his daily companions, until he found a place in San
more than doubling the size of the building and broadening
Francisco called Poverello House. The priest who ran the
services. Poverello House now serves three meals a day,
coffee house asked Mike to volunteer, and the experience
365 days a year, to anyone in need; offers free medical
changed his life.
and dental care through the Holy Cross Clinic; provides
The San Francisco Poverello served people who were
showers and laundry services to the homeless; serves as a
characterized by poverty and despair. It was a place
day shelter and safe haven for people on the streets, houses
where they could come to find acceptance, a smile, and
a 28-bed residential alcohol and drug rehabilitation program,
unconditional love. There, Mike found the answer to his
and a five-bed transitional home; distributes free clothing;
problems: service to others.
provides recreation, mail service, transportation, and, in 2004,
Several years later, Mike married and moved to Fresno. He
opened the Village of Hope, a temporary overnight shelter for
worked as a photoengraver, but was searching for a way
homeless people who want an alternative to the streets.
to repay God for saving his life. The answer came when he
Recently, Poverello House collaborated with the City of Fresno
noticed homeless people on the streets of Fresno. Mike knew
to open a second village, called The Community of Hope.
what to do; he would hand out peanut butter sandwiches, talk to people, and let them know someone cared. Mike's small ministry soon grew, and others began to help. A storefront building was obtained, and he named it after the place that had saved him in San Francisco: Poverello House. Poverello House thrived until the building burned down.
Branding questions? visit: poverellohouse.org/brand
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THE LOGO
OUR LOGO The Poverello House logo represents the warmth, faith and compassion that the company strives to provide for the community. Be mindful when using it: Our logo is like a personal sign-off on these ideas we're presenting. The signature consists of two elements that work together as a whole.
Icon :: Wings The first element you'll notice in our logo is the symbolic wings icon. This dynamic symbol is the defining feature of our design system. It is inspired by the nature of the butterfl y wings as it also represents a warm and loving heart. In Japan, the wings of a butterfly was seen as the personification of a person's soul, whether they be living, dying, or already dead. Butterflies also represent rebirth, after all the butterfly was once a caterpillar before it transformed into something much more beautiful. These wings mean change and metamorphosis, but at the same time it means hope.
Signature :: Poverello House Our signature uses a friendly upper- and lowercase typeface. It shows us as a open and welcoming company with which people of all kinds can depend on.
ICON
SIGNATURE
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THE LOGO :: USEAGE
LOGO USAGE Proportions The Poverello House logo is unique in the way it is designed and set. As shown here, is the exact proportions to which the should be based in any scale. The space around the logo should also be respected and not crowded by any other identities that may be represented along side it. It is recommended to keep twice the x-height around the logo. The minimum size of the logo should not be smaller than 1.5” wide. The ratio of the x-height is the cap-height of “House”
x
10x
4.5x
x 2x
2.5x
2x .5x x
4.5x
8x
Clear Space
Minimum size
2x
1.5”
2x 2x x
2x
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THE LOGO :: ICON + SIGNATURE CONFIGURATIONS
Logo Configurations There are a number of configurations represented below for the Poverello House Logo, both in a horizonal or stacked variation. Either version may be used. Use your best discretion on which orientation will work best for your documents. To maintain consistency, proportions must not be altered.
Primary :: Horizontal
Secondary :: Stacked
Primary :: Alternate
Secondary :: Icon as Graphic
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LOGO :: ICON AS GRAPHIC
USE OF ICON AS A GRAPHIC The Poverello House icon may be used as a separate identity mark or graphic, as long as it adheres to the same rules and standards as if it were the whole logo (icon + signature).
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POVERELLO HOUSE Identity Brand Manual
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THE LOGO :: UNACCEPTABLE USE
Examples of Unacceptable Use of the Poverello House logo PLEASE AVOID: •
Condensing, extending, skewing, distorting, manipulating, modifying, or redrawing the logo in any way
•
Printing the logo in a screen or texture
•
Printing type or other elements inside the logo
•
Altering the proportional relationships or the vertical and horizontal alignment of the elements of the logo
•
Placing the logo over areas of imagery where the logo is not clearly defined
•
Crowd the logo with content
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COLOR :: SPOT COLOR CALL OUTS AND GRADE PERCENTAGE BREAKDOWNS
COLOR Color plays an important role in communicating our brand's personality. The color orange conveys warmth, while the deep red breathes life into the logo, retaining a human quality through its hue. We’ve developed a preferred two color version of our signature for use in most applications. Our one-color version is intended for applications that are restricted in color, but can be used to enhance particular design concepts. Full Color
PMS 151 (ORANGE): 100% PMS 1791 (RED): 100%
PMS 151
PMS 1791
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PMS 1791 (RED): 100%
PMS 151 (ORANGE): 100%
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COLOR :: COLOR PALETTE
Color :: Primary Palette The primary colors of the Poverello House color palette represent the core of the Poverello House using the very minimum of colors. The consistent representation of these core colors help reinforce the distinctiveness of the Poverello House brand. The Poverello House logo should only be reproduced in the primary colors.
PMS 151
orange
PMS 1791
C :: 0%
R :: 248
C :: 0%
R :: 227
M :: 48%
G :: 151
M :: 100%
G :: 27
Y :: 95%
B :: 40
Y :: 99%
B :: 45
K :: 0%
Hex :: #F89278
K :: 4%
Hex :: #E31B23
red
Color :: Secondary Accents For maximum impact, use the secondary palette sparingly, as accent colors, throughout your documents. Choose one or two of the secondary palette colors to accompany the primary colors and create a consistent color theme throughout your document.
magenta
PMS 1945
PMS 511
C :: 0%
R :: 198
C :: 60%
R :: 98
M :: 100%
G :: 12
M :: 100%
G :: 27
Y :: 56%
B :: 70
Y :: 45%
B :: 75
K :: 19%
Hex :: #C60C46
K :: 30%
Hex :: #621B4B
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deep purple
COLOR :: VARIATIONS
Samples of Prefered Use in Single Color Single color application should be used as shown. Type should always be set as the master brand and white is acceptable for type when needed to reverse out of color.
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COLOR :: VARIATIONS
Samples of Prefered Use in Two Color
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COLOR :: BACKGROUND CONTROL
BACKGROUND CONTROL Samples of Prefered Use on Colored Backgrounds The logo should be used in its full color design whenever possible. Shown here are examples of prefered use on different backgrounds. For maximum readability, it is suggested to use white or light colored backgrounds as shown in Group A. Dark backgrounds are acceptable as shown in Group B, however may not exceed less than 70% opacity or else the visibility of the logo will disappear.
A
B
Patterned, Textured, Photographed & Gradient Backgrounds It is advised for a patterned, textured and/or gradient background, the inverse or a solid one-color should be used.
Branding questions? visit: poverellohouse.org/brand
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COLOR :: UNACCEPTABLE USEAGE
Examples of Unacceptable Use of Color PLEASE AVOID: • Use in black against color backgrounds or photos •
Use unnecessary artistic filters or textures
•
Reverse to white against a photo that lacks sufficient contrast
•
Use a color that is not included on our accepted palettes
•
Position logo so that it obscures a subject in a photograph
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TYPOGRAPHY STANDARDS
TYPOGRAPHY STANDARDS The following describes the font choices for the logo as well as any collateral that may be produced by the Poverello House. Fabada is the font choice for the signature: Poverello, Merge is the font choice for the signature: House. Edmondsans is the font choice for any collateral that includes body copy and has three weights that should be used accordingly.
Fabada Regular
Merge Light
Primary font used in the Poverello House logo
Secondary font used in the Poverello House logo
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 123456789$%&()"'
ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmnopq rstuvwxyz 123456789$%&()"'
Edmondsans Primarily Body Copy Font, uses in Regular, Medium and Bold weights
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789$%&()"' ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789$%&()"' ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789$%&()"'
Branding questions? visit: poverellohouse.org/brand
POVERELLO HOUSE Identity Brand Manual
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IMAGE STANDARDS
IMAGE STANDARDS Our people photos capture the character, spirit and vitality of each individual to help us show the important role Poverello House plays in their life. We want people to look real and authentic, not like models.
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CONTACT
CONTACT Here at Bianca Rose Design, we strive to provide not only a brand for your company, but an overall identity that encompasses what your company stands for. BIANCA ROSE DESIGN 855 W. Ashlan Ave. Ste. 203 Fresno, CA 93705
That human touch that we provide to each identity we create,
510.648.0817 800.278.2345
feed this is not up to standard, or have any questions please
allows for your business to be unique and succeed. With ten years of design experience, you are sure to be in good hands when it comes to your company’s branding. Any time you contact us.
bianca@brdesigns.com biancarose@gmail.com
biancarose.carbonmade.com
Branding questions? visit: poverellohouse.org/brand
POVERELLO HOUSE Identity Brand Manual
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