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BRAND GUIDE
OVERVIEW The Annual Breakfast of Champions Event is our flagship opportunity to celebrate each year's successes with the larger community; it is the cornerstone of our organization’s important mission. As such, we must treat each aspect of this initiative with attention to detail. This document discusses an important aspect, which is the brand identity of the 2022 Event. It is important to ensure that every impression of the event—including prior, during, and after—is consistent, impactful, and in keeping with the qualities that are part of our organization’s values. The Brand is based on several graphical elements that distinguish and reinforce the important purpose of the Event. The parameters in this guide are our brand road-map—helping us present a common identity of the Event to the world while giving us the flexibility required to meet many different modern needs. The 38th annual Breakfast of Champions’ theme is “Building Back Our Community.” This year’s live & exclusive event will feature community members to celebrate the successes of JobTrain, its graduates, and look ahead to what’s to come in the future. It is important that the branding of this year’s Event is consistent with this message.
LOGO ELEMENTS LOGO: “Time to Build is Now” XXXVIII
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The 38th Annual Breakfast of Champions' logo combines the brandmark and wordmark. Together, these elements represent the “time to build is now” concept -- a bold and encouraging imagery that invites everyone in the JobTrain community to unite and build back our community after the long and catastrophic COVID-19 Global Pandemic.
BRANDMARK: “B is for Building Our Community” The brandmark features a stylized letter “B” with a hammer striking through its center, representing the action and work required to build back our community.
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WORDMARK: “Building Champions”
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The wordmark combines the new and stylistic layout of the Event’s name that is consistent with the modern trend in brand typography. The Roman numeral “38” is in keeping with its long history. And the italicized “Building Back Our Community” emphasizes this year’s theme.
COLOR PALETTE & USAGE Color Palette
Primary “JobTrain Red” HEX: #ED322A
Primary Variant
Secondary
“Cornflower” HEX: #FFA8A7
“Charcoal” HEX: #2E2E2E
Gradient
Background
#EF524A -> #ED322A
“White” HEX: #FFFFFF
When background is “White”:
Primary
Secondary
When background is Primary:
White
Primary Variant
When background is Secondary:
White
Primary Variant
This year’s brand colors embrace a high-contrast, two-tone palette that creates a bold, modern, and memorable image for the Event. The strong but harmonious use of the bright “JobTrain Red” coupled with the dark “Charcoal” on a clean “white” is the core of this year’s brand visual identity. The red gradient is sometime used to create a satisfying texture, especially in the brandmark. The Primary Varient “Cornflower” may also be used to offer color diversity and create emphasis.
Color Usage To maximize brand recognition, legibity, and visual harmony. The way in which the brand colors are use should adhere to the following guideline: When the background is “White”, the colors that should be used are the Primary and Secondary. When the background is the Primary Color, the colors that should be used are “White” and the Primary Variant. When the background is the Secondary Color, the colors that should be used are “White” and the Primary Variant.
LOGO COLOR VARIATIONS Use the grid below to select the logo or brandmark that best suits your design needs while maintaining the best brand impression possible. The relationships of logo elements and colors are fixed and should always be maintained. Horizontal Logo “White” Background
Full Color
Vertical Logo
Brandmark
Wordmark XXXVIII
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One Color “Charcoal” Background
Full Color
Usage Unsuitable
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Usage Unsuitable
Usage Unsuitable
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Usage Unsuitable XXXVIII
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One Color
Usage Unsuitable
Usage Unsuitable
Usage Unsuitable
BRAND TYPOGRAPHY MONTSERRAT MEDIUM
TITLES AND HEADINGS: Montserrat
MONTSERRAT MEDIUM ITALIC
Inspired by beautiful urban typography that emerged in the first half of the twentieth century, Montserrat is a typeface that is full of life, light or dark, just like the Bay Area Communities. Montserrat is also the Primary Typeface for JobTrain. The clean contrast that Montserrat offers is perfect for directing reader’s attendtion, making it a great typeface for titles and headings.
MONTSERRAT BOLD MONTSERRAT BOLD ITALIC
PT Serif Regular
BODY TEXTS: PT Serif
PT Serif Regular Italic
PT Serif is an elegant yet confident serif typeface that offers a unique and beautiful balance to Montserrat. As this reason, it also helps communicate the exclusivity offered to the attendees by this year’s Event. PT Serif lends itself well as a paragraph typeface, as its elegance makes reading longer texts a more enjoyable experience for the readers.
USING TYPE When background is “White”:
When background is “Charcoal”:
When background is “JobTrain Red”:
TITLE
TITLE
TITLE
HEADING 1
HEADING 1
HEADING 1
Subheading
Subheading
Subheading
HEADING 2
HEADING 2
HEADING 2
This is a paragraph. Lorem ipsum dolor sit amet, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim venus.
This is a paragraph. Lorem ipsum dolor sit amet, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim venus.
This is a paragraph. Lorem ipsum dolor sit amet, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim venus.
HEADING 2
HEADING 2
HEADING 2
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Ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat.
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BRAND VISUAL ARTIFACT ARTIFACT: “People of the Bay Area” The brand visual of the 38th annual Breakfast of Champions features various birds-eye view, flat illustrations of people from many different occupations, genders, and backgrounds. This visual artifact represents the “People of the Bay Area.” These are the people who make up our community. And they are the people who the Breakfast of Champions Event celebrates.
Using the Brand Visual Artifact While the flat-design style of the brand visual artifact compliments the modern look and feel of the overall Breakfast of Champions brand, it can be a distraction if used too excessively. When incorporating the visual artifact with designs, it is recommended that there’s appropriate space between it and other elements such as text and logo. Lastly, the use of the artifact should be limited to when the background color of the design is “White.”
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BRAND GUIDE Designed & written by: CHEVE.CO