B.Cares Brand Guidelines

Bold brands born here

This document contains the rules for your messaging and visual communication system. Follow these rules strictly to maintain brand consistency.

This includes all of the elements you may need—logos, typefaces, colors, and more—to create a consistent tone, look, and feel for B.Cares materials. We invite you to absorb this information and reference it often to become an informed keeper of the brand.

Messaging

What we do.

For caregivers who need assistance with their loved ones, B.Cares is a small, local business that offers companionship services, allowing caregivers a break and their loved ones to feel taken care of.

POSITIONING STATEMENT [INTERNAL MESSAGING]

Why we exist.

To provide caring companionship for the elderly and disabled.

MISSION STATEMENT

What makes us different.

A trusted guardian for your loved one.

Where do we want to go.

To be the most trusted caregiver for loved ones in the Lowcountry.

B.Cares brand board

The B.Cares brand evokes compassion, friendliness, and warmth. The organization exists to bring comfort, relief and companionship to the elderly, their family and their caregivers. The visuals should communicate these values.

... this is our vibe

Tagline

Making the golden years sweet.

Brand promise

Providing relief that someone you trust can be with your loved one when you cannot.

Brand personality

Our brand is a reflection of who we are, what we stand for, and how we express ourselves. Our brand voice should come through loud and clear in everything we do—from our website, to our videos, to the copy accompanying our Instagram snapshots of life at B.Cares.

As an organization that provides comfort, relief and companionship to the elderly, their family and their caregivers, we want to make sure our brand voice reflects our welcoming attitude, while also communicating that our brand is an authority within our industry. Here are a few adjectives that describe our brand:

Personality in writing

While our brand voice doesn’t change much, the tone we use throughout different types of content must be adapted to the medium (e.g..., blog, video, infographic, etc.), context (e.g., funnel stage, live event, etc.) and intended audiences (e.g., persona, end-users, roles, stakeholders, etc.). Understanding the context will help you adapt the tone of our brand personality as needed.

CHARACTERISTIC HOW BEST TO ACHIEVE:

Trustworthy

Each and every day, Bee takes care of her clients' most prized possessions - their loved ones. It's our mission to communicate the innate trust they feel when Bee becomes one of their caregivers.

Compassionate

Bee's compassion for her clients and their loved ones is what makes her unique and different from other, larger caregiving companies. We want to communicate this through warmhearted visuals and verbiage.

Heartfelt

Bee's reason for doing what she does is because she truly cares about the people she takes care of. Her giving heart is something that we will work to convey through imagery and content.

Logo

Primary logo

The B.Cares primary logo is clean, simple and minimal. The combination mark is a representation of a bee.

The Primary logo should be used at all time ensuring brand consistency across all communications. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.

MINIMUM SIZE

MASTER LOGO

For readability, scale needs to have special considerations. Do not reduce these elements below these designated pixel values.

Web 120 pixels Print 1.25"

Web 30 pixels Print .50"

Secondary logo

When limited by printing constraint, use the secondary logo.

Alternative logo color usage

The color usage for B.Cares logo is minimal. The full color, primary logo is the preferred version and should be used whenever possible. If using as a overlay on a dark photo or background, use the white version. When absence of color use is requested, choose the single color version. Only black or white should be used.

Logo mark

This logo mark can be used when the full primary logo is not necessary or in cases where the brand name is already displayed. For example, the mark could be used as a profile picture on Instagram since the username will be adjacent to it in plain text.

SOLID BLACK LOGO USE ON PHOTOS

COLOR ON DARK BACKGROUND SOLID WHITE LOGO

LOGO

Whitespace

To preserve the B.Cares’ logo integrity, always maintain minimum space around the logo. The importance of whitespace around brand elements and throughout all layouts cannot be overstated. It adds confidence and clarity to the visual messaging. The more white space, the better. These visuals are used to define minimums.

The minimum whitespace around the mark and logo is equivalent to the 'C' in the word CARES. A margin of clear space equivalent to this height is drawn around the logo to create the invisible boundary of the area of isolation.

Unacceptable logo use

These guidelines help avoid things like altering the logo in any way, causing it to lose its integrity by stretching or presenting it in a way that is not harmonious with the rest of the brand.

To make sure the logo appears as consistent as possible throughout communications, we've identified a number of ways it should never be used.

Examples to follow

List of don'ts

A. Do not squeeze or stretch.

B. Do not rearrange or resize the logo elements individually.

C. Do not add shadows or filters to the logo.

D. Do not contain the logo in box when placed on a background image or color.

E. Do not alter the logo colors.

F. Do not replace logo font.

G. Do not add other elements within the clear space allotment.

H. Do not rotate.

I. Do not place borders around logo.

Logo usage

The B.Cares logo should be the highlight when used on promo materials. We want the clean, bold brand to speak for itself.

Less is more.

Color palette

Color is foundational to the visual identity of a brand in all its expressions and executions–logos, packaging, products, environments and all forms of marketing communications.

The PRIMARY PALETTE helps consumers to quickly identify a brand. These are the core colors of the brand.

The SECONDARY PALETTE is used to highlight and complement the primary colors. Use these secondary colors to complement primary colors and break up white space.

The brand palette will cover the majority of your needs. It’s intentionally small in variety so as to not dilute the brand visuals, which adds confusion.

Hex RGB CMYK Pantone

#34356b 52.53.107 93.90.29.17 2119 C

Cadbury Honey #dca959 220.169.89 14.34.76.0 7509 C

Thulian #be869a 190.134.154 26.53.25.0 6036 C

Secondary

Hex RGB CMYK Pantone

Periwinkle Blush #f6e5e7 246.229.231 2.10.4.0 7604 C

#8178a7 129.120.167 60.57.8.1 7675 C

Wine #55343e 85.52.62 54.76.55.46 2478 C

Typography

Brand fonts should be used for all communications, ensuring a consistent look and feel in online and print literature.

NUCKLE BOLD should be used for all header text. STIX TWO TEXT REGULAR is to be used for subhead text. NUCKLE SEMIBOLD should be used for all other copy (body, lists etc).

BETTER TIMES REGULAR is the accent font and it is to be used sparingly to covey messaging that is to stand out. It represents the unexpected nature of the brand and is an pop of fun. To ensure a consistent look, make sure brand fonts are used in a consistent manner and the weights of the font have been considered, using heavier weights to highlight key messages.

HEADER FONT (SIZE 30-36)

Nuckle bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

SUBHEADER FONT (SIZE 20)

Stix Two Text Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

BODY FONT (SIZE 10-12 | 20-24 LEADING)

Nuckle semibold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ACCENT FONT (SIZE 36)

Better Times Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Information

Triad Brand Marketing is a creative agency purposely founded to fuse our passion for creative design with our love of innovative marketing while helping organizations generate, energize and re-imagine brand growth. If you should have any questions please feel free to contact us at fanmail@triaddesign.com. Thank you!

All content created by Triad Brand Marketing for B.Cares ©2022