Real Champions Brand Guidelines by Bold brands born here

BRAND GUIDELINES

BOLD BRANDS BORN HERE This document contains the rules for the Real Champions, Inc. 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 RCI materials. We invite you to absorb this information and reference it often to become an informed keeper of the brand.

WHAT WE DO Real Champions, Inc. was created to empower communities to combat the issues that lead to generational poverty. Our organization is founded and based on the notion that partnering a child with a reliable, long-term adult yields the most promising outcomes for the individual children, leading to an even more promising outcome for their community. Our name uses the Hebrew word ‘champion,’ which is defined as “one who stands in the valley or gap.” In many ways, this is what we do for the children and families we serve - stand in the gap and provide resources and opportunities for them to get to the other side.

POSITIONING STATEMENT [INTERNAL MESSAGING]

BRAND GUIDELINES

WHY WE EXIST

To become trusted advocates for children by establishing long-term relationships that lead them to greater opportunities in life, school and work.

MISSION STATEMENT

WHAT MAKES US UNIQUE People, not programs. One thing that differentiates our organization from others is simply that we pay our mentors. This is based on the fact that poverty wasn’t created in just an hour per week, and it cannot be ended that way either. To combat this, we have a saying: Real Champions starts earlier, goes deeper, and stays longer. This means, we start earlier by working with children in kindergarten or first grade, go deeper by focusing on all the areas of growth a child needs to succeed, and stay longer meaning mentoring them until they graduate high school.

VALUE PROPOSITION

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W H E R E D O W E WA N T T O G O That every child is provided the opportunity and tools to become secure and successful. A world where generational poverty does not exist.

VISION STATEMENT

this is our vibe

THE REAL CHAMPIONS, INC. BRAND BOARD The Real Champions, Inc. brand evokes authenticity, compassion, and diligence. The organization is for those who are passionate about providing real and tangible change to our generation’s youth as well as the next generations. The visuals used seek to communicate stability and empowerment, both of which will lead to long-term success. The use of clean white space allows the customer to connect with the sense of order and professionalism complimenting the optimism of the lifestyle imagery. The choice of classic serif typeface is complemented with a modern san serif typefaces and tells of the brand’s classic yet approachable vibe. The friendly script font communicates the unexpected and speaks to the brand's welcoming spirit. This is a brand that is sophisticated and classic, yet far from mundane.

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Change for children.

BRAND PROMISE Offering the community members a place to bring their mind, heart, and commitment in full alignment with their money. The assurance that every donation goes to a child, a future, a hope. C O R E VA L U E S 1. Authenticity 2. Compassion 3. Diligence 4. Honor 5. Innovation 6. Community

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TAGLINE

BRAND PERSONALITY Real Champions, Inc. is a leader is every facet of the word. We work to exude elegance in a simplified way; are never flashy, loud, or brash. We have a long-standing commitment to being well-researched and remain determined to find modern and effective solutions to issues the children in our community face. All this to say, our voice is trusted and valued. We work to use language that empowers and creates confidence that can be transformed into change. A few adjectives that describe our brand include:

… Authentic

… Compassionate … Diligent

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:

Authentic

Using content that establishes us as a valued resource among our children as well as our community, who looks to be a leader that donors can relate to and look to for real change.

Compassionate

One of the first things that comes to mind when someone thinks of Real Champions is compassion on an individual and community-wide level; creating messaging that communicates to children that they are valued and capable and to donors that

Diligent

Communicating that although we may not personally be able to end poverty for every child, with diligence, it is possible that for every child we connect with we are able to provide them with a more hopeful future.

BRAND GUIDELINES

CAPTURING OUR BRAND PERSONALITY IN WRITING

PRIMARY LOGO Real Champions' primary logo is a combination mark. It features a classic serif font as the foundation with a san serif accent. The logo mark is a monogram made up of a graphic depiction of the 'R' as a keyhole representing the opening of doors, and a "C" which respresents the broken circle of poverty. Our 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

MARK

Web 96 pixels Print 1 "

Web 30 pixels Print .50 "

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

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Change for Children

SECONDARY LOGO

When limited by size constraint, use the logotype only.

A LT E R N AT I V E L O G O C O L O R U SA G E The logo color usage for Real Champions logo is minimal. The full color 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 and gray version. If there are printing restrictions of color, a black and a white version is available. 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.

BRAND GUIDELINES

SOLID WHITE LOGO

2-COLOR ON DARK BACKGROUND

SOLID BLACK LOGO

USE ON PHOTOS

UNACCEPTABLE LOGO USE WHITESPACE

These guidelines help avoid

To preserve the Real Champions logo’s integrity, always

in any way, causing it to lose

maintain minimum space around the logo. The importance

its integrity by stretching or

of whitespace around brand elements and throughout all

presenting it in a way that is

layouts cannot be overstated. It adds confidence and clarity

not harmonious with the rest

to the visual messaging. The more white space, the better.

of the brand.

These visuals are used to define minimums.

things like altering the logo

To make sure our logo

The minimum whitespace around the mark and logo is

appears as consistent as

equivalent to the size of the R in the logomark. A margin of

possible throughout our

clear space equivalent to this height is drawn around the

communications, we've

logo to create the invisible boundary of the area of isolation.

identified a number of ways it should never be used. Here are some examples.

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.



 E.

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 F.

REAL CHAMPIONS

 G.

 H.

 I.



Change for Children

PRIMARY PALETTE

Plum

Onyx

Ash Gray

Hex

#4d3575

#191E25

#ADBFBF

RGB

77.53.117

25.30.37

177.177.177

82.85.15.5

65.50.45.80

32.25.25.0

7680 C

Black 6 C

Cool Gray 5

CMYK Pantone

SECONDARY PALETTE

Buttercup

Amethyst

Turquoise

Hex

#f2ea6b

#636cab

#6caec6

RGB

242.234.107

99.100.171

108.174.198

3.5.73.0

75.54.1.1

75.5.20.0

100 C

7456 C

631 C

CMYK Pantone

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.

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COLOR PALET TE

TYPOGRAPHY INFORMATION

Our font families should be used for all communications, ensuring a consistent look and feel in all online and print literature. MONTSERRAT BOLD should be used for all header / subhead text using ALL CAPS, where FREIGHT TEXT PRO LIGHT should be used all other copy (body, lists etc). GOTCHA REGULAR is the accent font and it is to be used sparingly to covey important messaging. It represents the modern stylized nature of the brand and is an unexpected pop of friendliness. 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

MONTSERRAT BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwzyz

BODY FONT

Freight Text Pro Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwzyz

ACCENT FONT

Gotcha Regular abcdefghijklmnopqrstuvwzyz

BRAND GUIDELINES

HEADER COPY

INFORMATION This document serves as a foundational guide to using this brand identity. These guidelines are for the use of the Real Champions, Inc. team and associated agencies only. If there is ever doubt, please refer back to this document. If you should have any questions please feel free to contact us at fanmail@triaddesign.com. Thank you.

BRAND GUIDELINES