this is our vibe
THE CHILDREN'S CENTER BRAND BOARD
The Children's Center brand evokes curiosity, compassion, and creativity. Providing a safe and enriching space for child development and care is at the heart of what The Children's Center is all about.
The use of bright colors allows the customer to connect with the sense of playfulness and education complimenting the optimism of the lifestyle imagery. The choice of modern san serif typefaces speaks to our modern vibe. The friendly script font communicates the brand's welcoming spirit. This is a brand that is fun and approachable, yet far from frivolous.
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TAGLINE
Giving kids a great start to life.
BRAND PROMISE
The Children’s Center gives children wings to fly and confidence to achieve.
CORE VALUES
1. Quality
2. Security
3. Caring
4. Affordability
5. Diversity/Equity
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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 The Children's Center.
At The Children’s Center, we believe each child has the potential to be amazing and we work to ensure they achieve appropriate developmental milestones as building blocks to a future without boundaries. Here are a few adjectives that describe our brand:
…inclusive …optimistic …engaging 16
CAPTURING 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:
Inclusive
Featuring an environment that shows the importance of educating and caring for all children and families in need of our services.
Optimistic
Displaying a hopeful perspective that early childhood education lays the foundation for a successful educational future.
Engaging
Actively staying top of mind as a leader in the childcare industry by sharing relatable and valuable information while forming positive relationships within the community.
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PRIMARY LOGO
The Children's Center's primary logo is a combination mark. It features a san serif font as the foundation. The logo includes a graphic depiction of the three life stages of the children we serve – infants, toddlers, and pre-k. Everything is housed under one roof.
Our Primary logo should be used at all times 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
For readability, scale needs to have special considerations. Do not reduce these elements below these designated pixel values.
MARK MASTER LOGO
Web 96 pixels
Print 1"
Web 30 pixels
Print .50"
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SECONDARY LOGO
When limited by size constraint, use the logotype only.
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ALTERNATIVE LOGO COLOR USAGE
The logo color usage for The Children's Center 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 color 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.
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BRAND GUIDELINES
SOLID BLACK LOGO
USE ON PHOTOS
4-COLOR ON DARK BACKGROUND
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SOLID WHITE LOGO
WHITESPACE
To preserve The Children's Center logo’s 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 size of the letter C in the word Children. 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 our logo appears as consistent as possible throughout our communications, we've 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.
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A.
D.
G.
B.
E.
H.
C.
F.
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I.
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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 Hex RGB CMYK Pantone #be0027 190.0.39 0.100.100.0 2347 C Teacher's Apple Blue Book Harmony Golden Rule Trust Blackboard #ecd21c 236.210.28 0.20.100.0 109 C #7db2e1 125.178.225 65.15.0.0 2915 C #93ba1f 147.186.31 60.0.100.0 376 C #005d81 0.93.129 100.45.20.20 634 C #3a3c39 58.60.57 0.0.0.88 447 C PRIMARY PALETTE SECONDARY PALETTE
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TYPOGRAPHY
Our font families should be used for all communications, ensuring a consistent look and feel in all online and print literature.
AVENIR BLACK should be used for all header / subhead text, where AVENIR ROMAN should be used all other copy (body, lists etc).
RINOTOUR 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.
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HEADER FONT Avenir
Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwzyz
BODY FONT Avenir
Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwzyz
ACCENT FONT
Rinotour Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwzyz
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INFORMATION
This document serves as a foundation to using this brand identity. These guidelines are for the use of The Children's Center 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.
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All content created by Triad Brand Marketing for The Children's Center ©2023
