BRAND STANDARDS MANUAL
CONTENTS
Brand Attributes
4
THE LOGO Logos
6
Clear Space
7
Please Don’t...
8
THE COLORS & TYPE Colors 10 Typefaces 11 Type Sizes & Styles 12
THE SHAPE & PATTERN Shape: Layout 14 Shape: Color Choices 16 Shape: Scale & Proportions 17 Line Pattern 18
EXAMPLE MATERIALS Print Materials 20 Digital Materials 22 Advertising & Signage 24
3
BRAND ATTRIBUTES
POLISHED WARM CONFIDENT This system features warm colors and a flexible shape that can be combined into patterns evoking community. The logo is a simple shape that is recognizable because of its rounded corners, acheived by “shifting the edge” of a rectangle. The various ways the shape can combine into a cohesive whole relates to Mattingly Edge’s mission of partnering together in community to build meaningful lives for their participants.
4
THE LOGO
5
LOGOS
The Mattingly Edge logo is a simple shape with two rounded corners. The main logo should be used in red-orange on a white background, white on any colored background, and black only when color is not possible.
The sub-brand logos for Edge Employment and Edge Events should be used in their respective colors only and may stand in place of the main Mattingly Edge logo where appropriate. They should be used in white on colored backgrounds and on black only when color is not possible.
On any colored background, use the alternate white versions of all logos.
6 6
CLEAR SPACE
Whenever the Mattingly Edge and sub-brand logos are used, clear space should be left around the logo. The minimum amount of space should be equal to the space between the letter E and the edge of the shape.
The same rule applies to the sub-brand logos for Edge Employment and Edge Events.
Exception When the logo is used in a pattern, the clear space rules can be violated in order to maintain appropriate spacing within the pattern. See page 14 and following for more information on the pattern.
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PLEASE DON’T...
8
Change the color of any logo to another brand color.
Violate clear space rules.
Use any colors outside the brand.
Use a colored logo on a colored background.
Switch the placement of any logo elements.
Use the Edge mark on its own without “Mattingly,” “Employment,” or “Events.”
THE COLORS & TYPE 9
COLORS
These are the brand colors along with the tints of gray that are recommended. When printing, use CMYK values rather than Pantone colors whenever possible.
10
Red-Orange
Yellow
Blue
C 7 M 64 Y 71 K 0
C 8 M 35 Y 70 K 0
C 46 M 2 Y 29 K 0
R 228 G 121 B 85
R 232 G 172 B 99
R 137 G 203 B 191
HEX e57955
HEX e9ac63
HEX 88ccc0
Light Gray
Dark Gray
C 16 M 12 Y 13 K 0
C 42 M 34 Y 35 K 1
R 212 G 212 B 211
R 154 G 154 B 154
HEX d4d4d3
HEX 9b9b9a
TYPEFACES
Lato Hairline & Hairline Italic
Main Typeface
Lato Thin & Thin Italic
subhead, and body copy typeface in
Lato should be used as the heading, most cases.
Lato Light & Light Italic Lato Regular & Italic Lato Medium & Medium Italic Lato Semibold & Semibold Italic Lato Bold & Bold Italic Lato Heavy & Heavy Italic Lato Black & Black Italic PT Serif Regular & Italic
Serif Typeface
PT Serif Bold & Bold Italic
brand, to be used only when a serif font is
PT Serif is the alternate typeface for the needed for a formal communication.
Arial Regular & Italic
Email Typeface
Arial Bold & Bold Italic
where the font selection is limited. Do not
Arial is for MailChimp email newsletters use Arial in any other context.
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TYPE SIZES & STYLES
Use these type specifications for body copy on letterhead.
Print Body Copy: Lato Regular, 9/14, black Body Copy: Mattingly Edge helps citizens with disabilities in Greater Louisville thrive alongside their neighbors. By taking a holistic approach, they help with emotional, intellectual, spiritual, and physical needs.
These are the type styles built into the website.
Web Headline 1: 25 Lato Bold, size 15, leading 130%, orange
Headline 1: Support our mission. Web Body Copy: Lato Regular, size 16, 160% leading, black
Body Copy: Mattingly Edge helps citizens with disabilities in Greater Louisville thrive alongside their neighbors.
Beyond this, use whatever type sizes, styles, and colors make sense and do not violate other rules in the brand book. Take cues from the existing materials that have been designed.
When using any colored background, reverse all type in white.
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WHAT ABOUT TYPE ON COLORED BACKGROUNDS?
THE SHAPE & PATTERN 13
SHAPE: LAYOUT
When the rounded shape is used to form a pattern, the sharp corners should align in the middle. With a white background, no stroke should be added to the shape or to a photo cropped into the shape.
Do not align the secondary word in any logo in the middle of a shape.
14
Do not align the rounded corners in the center of a pattern.
If the shape is used on a colored background, add a white stroke to it. When using a colored background, also add a white stroke to any photo cropped into a shape. The stroke weight will vary depending on the size of the shapes, but it should always be thick enough to be clearly visible.
15
SHAPE: COLOR CHOICES
When using the shape in a pattern, don’t make two or more blocks the same color.
16
SHAPE: SCALE & PROPORTIONS
When the shape is used to form a pattern, the radius of the rounded corners should be consistent for all the shapes. If a logo is included in the pattern, the radius should equal the radius of the logo.
=
Next to the logo, do not use a shape with a different radius.
Do not skew or distort the shape in any way, affecting the radius of the rounded corner.
17
LINE PATTERN
The diagonal line pattern is an additional element in the brand materials and can be used as a horizontal rule or cropped into the rounded shape. On a white background, always use it in light gray.
The direction of the diagonal lines should always point into the rounded corners of the shape so that the rounded corners are visible.
Never put an additional stroke on a shape using the line pattern.
On any colored background, always use the line pattern in white. 18
EXAMPLE MATERIALS 19
PRINT MATERIALS
The print materials (a few are shown here) all use the pattern and colors in fun ways.
20
This series of flyers serves as a quick introduction to various aspects of Mattingly Edge.
2016 TRAINING SERIES
A Meaningful Life
Business As ‘Un’usual
Investing In A Life
August 27 & 28
September 16
October 6
This workshop is designed for human
This workshop is designed for human
This workshop is designed for human
service workers, advocates, and family
service workers, advocates, and family
service workers, advocates, and family
members who support people with
members who support people with
members who support people with
disabilities to have a full and meaning-
disabilities to have a full and meaning-
disabilities to have a full and meaning-
ful life during the day. This workshop
ful life during the day. This workshop
ful life during the day. This workshop
is intended to provoke thought, help
is intended to provoke thought, help
is intended to provoke thought, help
to develop a vision from work to work,
to develop a vision from work to work,
to develop a vision from work to work,
inspire positive action, and give some
inspire positive action, and give some
inspire positive action, and give some
very concrete ideas with which to
very concrete ideas with which to
very concrete ideas with which to
implement supports.
implement supports.
implement supports.
LOCATION:
COST:
The Mattingly Center
$95/Person for one-day events
1520 Baxter Avenue, Louisville KY, 40205
$250/Team of three for one-day events
TIME:
$150/Person for two-day events $400/Team of three for two-day events
9:00 AM Registration 9:30 AM Workshop Begins
People with disablities and family members can request
Noon- Boxed Lunches Provided
sponsorship for any or all of the workshops from the
4:00 PM Workshop concludes
commonwealth council on developmental disabilities at:
REGISTRATION:
www.KYCCDD.com
Space is limited so register at your earliest convienence to
QUESTIONS:
insure your participation.
Contact Hope Leet Dittmeier at:
Request registration form by emailing:
502-451-6200 ext. 225
hdittmeier@mattinglycenter.org
21
DIGITAL MATERIALS
The user-friendly redesigned website is the entry point for many people to find out about the Mattingly Edge mission.
The brand look is also applied to email communications through custom MailChimp templates.
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The new branding can also influence Mattingly Edge’s presence on social media, including custom designed quotes to share on Instagram and Facebook.
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ADVERTISING & SIGNAGE
This poster can be used as a general promotional piece that talks about the Mattingly Edge mission.
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The billboard features a concise message about Mattingly Edge and the bright, attention-getting brand colors.
The logo by itself works to identify Mattingly Edge, and can be used on the building’s exterior signage.
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MATTINGLY EDGE HELPS CITIZENS WITH DISABILITIES IN GREATER LOUISVILLE THRIVE ALONGSIDE THEIR NEIGHBORS IN REAL COMMUNITY.