Brand Manual
Contents Brand Vision 7 Mission Statement 7 Brand Promise 7 Brand Essence 8 Brand Pillars 10 Target Market
Brand Elements 14 Emblems: Full Color 16 Emblems: One Color 18 Emblems: White 20 Minimum Size 21 Unacceptable Uses
Brand Aspects 24 Color Palette 26 Typography 30 Illustrative Element Library
Brand Applications 33 Business Cards 35 Business Stationary 36 Environmental Signage 38 Clothing 40 Print 42 Contact Information
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Brand Vision
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Mission Statement To teach necessary job skills and empower our nation’s heroes while raising awareness of challenges that veterans face.
Brand Promise Every purchase employs a disabeled vet.
Brand Essence Empowering our Nation’s Veterans
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Brand Pillars Colors, layout, names, taglines, and all marketing productions should reflect these pillars.
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Grass Roots
Compassion
HBH is a unique company; we have realized the need for a program to teach vets necessary jobs skills and are organizing a company to affect change in our local Colorado Springs community with the intent of enlightening and educating other military support programs across local, regional, national, and international levels. We explore the issues vets face and have responsively created HBH to coach and empower vets through their transition into the civilian workforce so that their employment is successful.
We understand that the military has it’s own work culture that is vastly different than civilian jobs. In addition, many vets have complex disabilities that make finding a compatible job challenging. Furthermore, once a veteran gets a job it can be difficult for them to maintain the employment given their disabilities, lack of understanding, and integration into civilian life. “We know it’s tough, but we are here to support you.”
Community
Honesty and transparency
Military Support
We need to take care of those in our community
We get the question, do vets actually make these? Do they get paid for their work? We really do hire veterans and let us show you how and why (Operation process)
We hire disabled vets. We offer supportive employment. We honor those who have sacrificed (specifically those who are still living).
Target Market All marketing productions should be created with the following Handmade by Heroes main target markets in mind.
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Military Veterans Those who support military veterans Paracord enthusiasts Sports fans Medical community Survivalists Outdoor recreation
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Brand Elements
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Emblems: Full Color The full-color version of the Olympic Emblem is the primary use of the identity system. It is strongly recommended that this version be used in branded applications whenever possible.
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www.handmadebyheroes.com Empowering Our Nation's Veterans
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Emblems: One Color When reproduction constraints prevent the use of the primary full-color version of the emblem, use this single color black version. This version should be used very rarely and only in instances such as the bracelet buckle engraving.
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Emblem: White The logo versions at right is for use over dark backgrounds, perferably Pantone 289 C boxes. Do not place the white version over distracting or busy backgrounds or images.
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Empowering Our Nation's Veterans
www.handmadebyheroes.com
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Minimum Size To ensure the integrity of the Handmade By Heroes emblem, do not reduce the full emblem width to less than 1 inch or 2.5 cm for print, screen, or special usage.
1 inch or 2.5 cm
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Unacceptable Uses The consistent and correct application of the Handmade by Heroes logo is essential. Always follow the standards presented in these guidelines. The examples on this page illustrate some of the unacceptable uses of the logo.
Empowering Our Nation's Veterans
Alter the proportions
Alter the colors
Tilt the logo
O
SALE
Cover the logo
Add elements
Delete elements
Outline the logo or apply effects
Change the font
Place the full color version over photos
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Brand Aspects
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Color Palette The following colors should be used in all HBH materials.
Pantone 288 C CMYK 100-80-6-32 RGB 0-45-114 Hex #002d72 Use sparingly and mainly for when Pantone 289 C looks too dark (*logo color). Pantone 000 C CMYK 0-0-0-0 RGB 255-255-255 Hex #ffffff Use for web and print backgrounds or for text over dark backgrounds.
Pantone 187 C CMYK 7-100-82-26 RGB 166-25-46 Hex #a6192e Use sparingly and mainly for illustrative elements or thin accent lines (*logo color).
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Pantone 289 C CMYK 100-76-12-70 RGB 12-35-64 Hex #0c2340 Use as main brand color for banners, shapes, and text. Pantone 427 C CMYK 7-3-5-8 RGB 208-211-212 Hex #d0d3d4 Use rarely (*logo color).
Pantone Black C CMYK 0-0-0-100 RGB 0-0-0 Hex #000000 Use for web and print text.
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Typography The below fonts should be the only fonts used in print and web material. Variations (bold, light, extended) are acceptable but should be used sparingly and only with good reason. Italics should not be used.
Myriad Pro: body and title font (print)
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Officially Licensed Paracord Products Oswald: title font (print and web)
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Officially Licensed Paracord Products
Lato: body font (web)
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Officially Licensed Paracord Products
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Illustrative Element Library The elements on this page are examples of HBH’s illustrative style. The left page contains icons and the HBH cord. The right page contains photo containers and official sports logos that should only be used with consent. Thin red accent lines of any length can also be used. See previous pages for official colors and fonts.
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Brand Applications
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Business Cards Handmade by Heroes business cards should follow the format already established, as seen below.
Mark Lewis Chief Executive OfďŹ cer 5074 List Drive, Colorado Springs, CO 80919 | 719-323-6625 www.handmadebyheroes.com | support@handmadebyheroes.com
Handmade by _______________________
See my story at www.handmadebyheroes.com 5074 List Drive, Colorado Springs, CO 80919 | 719-323-6625 support@handmadebyheroes.com | Thank You For Your Support!
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Empowering Our Nation’s Veterans
www.handmadebyheroes.com | 719-323-6625 | 5074 List Drive, Colorado Springs, CO 80919
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Business Stationary The primary letterhead contains the Handmade by Heroes logo with slogan centered and located above the general writing space. Adequate white space around the logo allows the logo to be prominent. Contact information is anchored at the bottom above the illustrative cord element. The secondary letterhead is the same except for the bottom illustrative cord element is removed.
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Environmental Signage Signage helps people identify, navigate, and understand environments. All signage will utilize the HBH emblem or secondary marks, text in Myriad Pro or Oswald typefaces, and supporting photographic and illustrative imagery.
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www.handmadebyheroes.com Empowering Our Nation's Veterans
Support your team. Support our heroes.
Your purchase employs a disabled vet.
Employment Employs and trains disabled military vets how to make paracord products
Awareness Proudly sell quality made paracord items and raise awareness of challenges that veterans face
Empowerment Battle the underlying causes of veteran homelessness by providing resources to improve their quality of life
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Clothing All HBH Ephemera should follow brand guidelines.
Because
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Empowering Our Nation's Veterans SUPPORT YOUR TEAM. SUPPORT OUR HEROES.
Officially Licensed Sports Paracord Products
Handcrafted by Our Nation’s Disabled Veterans
ase directly impacts our ve h c r u p r teran you w o s... H
Employment
Awareness
Empowerment
Employs and trains disabled military vets how to make paracord products
Proudly sell quality made paracord items and raise awareness of challenges that veterans face
Battle the underlying causes of veteran homelessness by providing resources to improve their quality of life
Join us at handmadebyheroes.com | 719-323-6625
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Print Print communications inform and identify the Handmade by Heroes brand in a clear and engaging way. All print communications will utilize the official logo, fonts, supporting photographic imagery, and illustrative imagery. Below are examples of print pieces already in use.
Many Military Veterans suffer from post traumatic stress disorder (PTSD), traumatic brain injury (TBI), depression etc. Consequently, Vets can face career challenges, especially when transitioning from military service to civilian workforce. In response, Handmade by Heroes offers an employment program that teaches Service–Disabled Veterans a trade that is both therapeutic and financially rewarding. We hire them to craft all of our products out of parachute cord, a cordage that is sought for its immense durability and serves as a symbol of strength for Our Disabled Vets. Our program allows Veterans to work at their own pace and comfort level without the pressures of a 9 to 5 job. Our products provide paracord that can be unraveled and used in an emergency situation. Please note, products with charms are not fully waterproof. We greatly appreciate your support in helping to employ Our Nation’s Heroes. Website: handmadebyheroes.com Email: support@handmadebyheroes.com Phone: 719-323-6625 Phone line operates 10am-2pm MST Mon-Fri.
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Contact Business Phone: 719-323-6625 Email: support@handmadebyheroes.com Web: handmadebyheroes.com Mailing Address: 5074 List Drive, Colorado Springs, CO 80919
CEO Mark Lewis mark@thinairgear.com
Creative Director Andrea Robertson andrea@handmadebyheroes.com
Designer Brianna Lewis 235bcl@gmail.com
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