BRAND IDENTITY GUIDELINES THE UNCUFFED PROJECT
Version 1.01
USING BRAND IDENTITY GUIDELINES
TABLE OF CONTENT Company Identity
2
Logo Elements
3
Colors
4
Logo Color Variants
5
Typography
6
Navigating Freedom Podcast
9
Symbol & Tagline
11
THE UNCUFFED PROJECT
Our brand identity is the cornerstone of our image—the representation of our mission to the world. As such, we must treat it with the same attention to detail that we invest in all other aspects of our mission. It is important to ensure that every impression is consistent, impactful, and in keeping with the qualities that are part of our values. The brand identity is based on several graphical elements that distinguish and reinforce our important mission. The parameters in this guide are our brand road-map—helping us to present a common identity to the world while giving us the flexibility required to meet many different needs. Contact info@theuncuffedproject.org for questions or brand identity usage that are not covered in this guide.
BRAND IDENTITY GUIDELINES | 1
COMPANY IDENTITY This section outlines a precise identity of our company. This very identify is the foundation of our brand. Who we are, who are not, what we stand for, and what we stand against: these are what extinguish us, and they serve as a road-map that keeps us focus on our mission and values. The mission statement is a critical articulation of why we exist. And the positioning statement is a concise description of where we are in the business world: who we serve, and what distinguishes us from other organizations.
NAME
The Uncuffed Project
TYPE
501(c)3 Nonprofit Organization
FORMATION
Founded in 2019 by Lisa P. Strong and Damon L. Cooke
LOCATION
United States; Headquarters in Novato, California
MISSION STATEMENT
End the cycle of recidivism in the United States by 1) Helping formerly incarcerated individuals navigate their freedom, and 2) Advocating for Criminal Justice Reform
POSITIONING STATEMENT
The Uncuffed Project is a nonprofit organization that promotes a healthy transition from prison to home for formerly incarcerated individuals in the United States by providing them with essential, educational, and long-term resources that will help them thrive in the society and reduces their likeliness of rearrest. We recognize that each client has different needs. Our extensive network of more than 50 organizations help ensure that our every clients need, from immediate to long-term care are met.
TAGLINE
THE UNCUFFED PROJECT
We Navigate Freedom
BRAND IDENTITY GUIDELINES | 2
LOGO ELEMENTS Our logo combine a number of elements that symbolize our mission. These elements are intended to be versatile and relevant in their contemporary uses, while consistently and strongly represent the brand and its mission.
LOGO | “THE MOMENT OF UNCUFFED” Our logo combines the brandmark (”Keyway”), the brand color, and the brand imagery. Together, these elements capture “The Moment of Uncuffed” -- the moment in which The Uncuffed Project welcomes back our returned citizens with compassion; it is the moment in which both the physical and metaphorical handcuffs (poverty, recidivism, and marginalization) no long bind them.
Refer to page 5 for detailed guidelines on the various applications of our logo elements.
BRANDMARK | “KEYWAY” Our brandmark “Keyway” consist of 2 elements. The wordmark “THE UNCUFFED PROJECT” and an important symbol, represented by an image of a man with his handcuffs unlocked as he is walking though an open door that is shaped like a keyway.
THE UNCUFFED PROJECT
BRAND IDENTITY GUIDELINES | 3
BRAND COLORS, VARIANTS, & USAGE Our brand colors give great flexibility in their applications while remaining consistent with our mission and values. The rich and red Merlot represents the compassion and empathy towards the people that are marginalized by the system. The bold and dauntless Tiber represents our determination to bring great change to the system. The primary variant is used to create flexibility in the application of our colors. The accent is used to create emphasis and direct audience attention, and should be used with discretion in order to maximize its impact. Finally, the color usage guide shows examples of how the brand colors should be used with a different variety of background colors in order to maximize legibility while maintaining consistency.
THE UNCUFFED PROJECT
PRIMARY “MERLOT”
HEX#: 851A22 RGB: 133, 26, 34 CMYK: 29%, 99%, 88%, 33%
SECONDARY HEX#: 082738 RGB: 8, 39, 56 “TIBER” CMYK: 95%, 74%, 52%, 58%
PRIMARY VARIANT
“PERSIMMON” HEX#: FF565B
ACCENT
“TORCH” HEX#: F0E4E4
COLORS ON PRIMARY
PRIMARY VARIANT
WHITE
COLORS ON WHITE
PRIMARY SECONDARY
COLORS ON SECONDARY
PRIMARY VARIANT
WHITE
COLOR ON ACCENT
WHITE
COLORS ON BLACK
PRIMARY VARIANT
WHITE
COLOR ON PRIME. VAR.
PRIMARY
BRAND IDENTITY GUIDELINES | 4
LOGO COLOR VARIANTS Use this grid to select the logo or brandmark that best suits your design needs and would provide the best brand impression. The relationships of logo elements and colors are fixed and should always be maintained. It is recommended that the usage of the logo variants of the 2 columns to the right should be limited, unless absolutely necessary. *The usage of the wordmark variants should be restricted to special circumstances only.
FULL COLOR ON WHITE
FULL COLOR ON COLOR
ONE COLOR ON WHITE
ONE COLOR ON COLOR
USAGE NOT SUITABLE
USAGE NOT SUITABLE
LOGO
BRAND MARK
For questions regarding logo color variants, contact info@theuncuffedproject.org.
WORD MARK*
THE
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UNCUFFED
UNCUFFED
UNCUFFED
UNCUFFED
P
THE UNCUFFED PROJECT
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BRAND IDENTITY GUIDELINES | 5
TYPOGRAPHY Typography is one of the most important elements in our visual vocabulary. A consistent and intentional use of typography can unify our brand’s appearance across all media and materials. Our primary typeface is Raleway: a sans-serif typeface that beautifully combines the classic, discretionary ligatures with the modern, geometric San-serifs typeface, making it both versatile and bold. Raleway should be use as the default font for our brand, and other fonts should be used with a discretion. When appropriate, Bungee, a bold typeface that celebrates urban signage, can be used for headline texts (see page 8). Arketech is our special typeface and should only be used for special wordmarks.
PRIMARY
Raleway Regular Raleway Medium Raleway Bold Raleway ExtraBold
Raleway Regular Italic Raleway Medium Italic Raleway Bold Italic Raleway ExtraBold Italic
HEADLINE ALTERNATIVE
BUNGEE SPECIAL WORDMARK
Arkitech Light Arkitech BOLD
THE UNCUFFED PROJECT
BRAND IDENTITY GUIDELINES | 6
TYPE & COLOR: STANDARD VARIANTS RALEWAY BOLD; 96 PTS; UPPERCASE
RALEWAY MEDIUM; 48 POINTS; UPPERCASE RALEWAY MEDIUM; 26 POINTS: UPPERCASE
TITLE
TITLE
HEADING 1
HEADING 1
SUBTITLE
26px
SUBTITLE
52px
RALEWAY MEDIUM; 26 POINTS: UPPERCASE RALEWAY REGULAR; 26 POINTS Standard capitalization.
Note: Font sizes are usually not universal, and may vary greatly depending on applications, ranging from digital to print. While the sizes of the typography may change, their proportions and color relationships should remain consistent to this guideline.
THE UNCUFFED PROJECT
SUBHEADING 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.
26px
SUBHEADING 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.
40px
SUBHEADING
SUBHEADING
Ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat.
Ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat. BRAND IDENTITY GUIDELINES | 7
TYPE & COLOR: STYLIZED VARIANTS BUNGEE; 96 PTS; UPPERCASE
BUNGEE; 48 POINTS; UPPERCASE RALEWAY MEDIUM; 26 POINTS: UPPERCASE
TITLE
HEADING 1 SUBTITLE
TITLE
26px
HEADING 1 SUBTITLE
52px
RALEWAY MEDIUM; 26 POINTS: UPPERCASE RALEWAY REGULAR; 26 POINTS Standard capitalization.
Note: Font sizes are usually not universal, and may vary greatly depending on applications, ranging from digital to print. While the sizes of the typography may change, their proportions and color relationships should remain consistent to this guideline.
THE UNCUFFED PROJECT
SUBHEADING 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.
26px
SUBHEADING 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.
40px
SUBHEADING
SUBHEADING
Ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat.
Ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat. BRAND IDENTITY GUIDELINES | 8
BRAND EXTENSION
NAVIGATING FREEDOM PODCAST
LOGO
Podcast about freedoms, liberty, and quality of life of those marginalized and have difficulties navigating what we perceive to be a free society. COLORS NAVIGATING P O D C A S T T
H
E
UN
CU
BY FF E D P R
O
JE
MERLOT
TIBER
PERSIMMON PICTON
BLACK
WHITE
Primary
Secondary
Primary Var.
Second. Var.
Background
Foreground
#721319
#082738
#FF565B
#3DB8FF
#000000
#FFFFFF
T C
TYPOGRAPHY
WORDMARK NAVIGATING P O D C A S T
TITLE & HEADLINE
PARAGRAPH & GENERAL TYPE
ARKITECH MEDIUM
Raleway Regular Raleway Medium Raleway Bold Raleway ExtraBold
ARKITECH bold
A.K.A & TAGLINE
Raleway Regular Italic Raleway Medium Italic Raleway Bold Italic Raleway ExtraBold Italic
A.K.A.
THE UNCUFFED PROJECT
BRAND IDENTITY GUIDELINES | 9
BRAND EXTENSION Navigating Freedom Podcast is a brand extension of The Uncuffed Project, and should be treated with the same attention to detail as the main brand. The usage for types, colors, and logo elements for Navigating Freedom Podcast should follow similar guidelines as the main brand, unless otherwise stated. Key brand elements for Navigating Freedom Podcast that differ from the main brand includes: Background Colors - black background with “persimmon” and “picton” depicting lights. Types - Arkitech should be used for title & headlines while Raleway is for general texts.
THE UNCUFFED PROJECT
BRAND USAGE SUBtitle
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.
SUBHEADING
Arkitech Medium; 26 pts; Persimmon Arkitech Bold; 48 pts, White; border only Raleway Regular; 26 pts; White Container; Tiber; 25% opacity; rounded corner Raleway Medium; 26 pts; Persimmon
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.
BRAND IDENTITY GUIDELINES | 10
SYMBOLS & TAGLINES The Uncuffed Project’s brand and brand extension put an emphasis on the ‘breaking chain’ sybolism which represents freedom for formerly incarcerated individuals. The two items on the top are the symbols and tagline for The Uncuffed Project (main brand), which comes in two variants: on-white and on non-white. The two items on the bottom are the symbols and tagline for Navigating Freedom Podcast (brand extension), which comes in two variants: on-black and on non-black (on white background usage is not recommended).
WE NAVIGATE
FREEDOM On White Background
A.K.A.
On Black Background THE UNCUFFED PROJECT
WE NAVIGATE
FREEDOM On Tiber (or non-white) Background
A.K.A.
On Tiber (or non-black) Background BRAND IDENTITY GUIDELINES | 11
BRAND IDENTITY GUIDELINES Designed & written by: Ethan Moengchaisong