CAFO Brand Book

Brand Book

Welcome

HELLO FRIENDS!

Welcome to the Christian Alliance for Orphans (CAFO) Brand Guide! Whether you are a new staff member, partner, volunteer, intern, or contractor, thank you for helping us build and steward the CAFO brand.

This guide documents the core DNA of CAFO, and the way this DNA comes to life through our communications.

Parts of this guide can also serve as communications support for the broader Community.

Overview

About Identity, Vision, Mission Initiatives

Deepest Commitments

History Community

An Overview

The Christian Alliance for Orphans (CAFO) unites more than 250 respected organizations and a global network of churches to inspire and equip Christians to effectively answer God’s call to care for vulnerable children and families. Since 2004, CAFO members have sought to “leave their logos and egos at the door” to join in shared initiatives to grow and guide effective responses for the world’s most vulnerable children, from foster care and adoption to family strengthening and care for vulnerable children worldwide. CAFO is a 501c3 non-profit organization headquartered in McLean, Va. To learn more visit cafo.org.

Identity, Vision and Mission

IDENTITY

We are first a community of Christian spiritual formation, seeking to grow more like Jesus together each day — confident that healthy trees bear good fruit (Matthew 7:17).

VISION

To see the people of God overflowing with the love of God, so that every orphaned and vulnerable child will experience God’s unfailing love in a thriving family.

MISSION

We unite an alliance in shared initiatives that inspire and equip God’s people to care effectively for vulnerable children and families, rooted always in Christian discipleship and the life of the local church.

CAFO Initiatives

CAFO exists to strengthen leaders, practitioners and caregivers in their work on behalf of orphaned and vulnerable children and families. Our shared initiatives seek to inspire and equip Christians around the world, including church lay leaders and pastors, nonprofit directors and staff, child welfare professionals, foster and adoptive parents, local/national network leaders and others. These devoted individuals pour themselves out daily, but often feel overwhelmed in the face of immense need. CAFO Initiatives unite and invest in changemakers, bring evidence-based practices and connections with a collaborative community so leaders and caregivers feel refreshed and empowered for the ongoing work of serving children and families.

These initiatives include:

CAFO SUMMIT

This three-day conference has become a global hub of connection, learning and action – strengthening 2,000+ leaders, advocates, pastors and parents from every U.S. state and more than 50 countries every year. Learn more at summit.cafo.org.

RESEARCH & BEST PRACTICES

The Center on Applied Research and Best Practices for Children and Families (also known as CAFO Research Center) improves the quality of care for vulnerable children and families worldwide by helping Christian organizations apply the best available knowledge in their work.

PURE RELIGION PROJECT

The Pure Religion Project exists to equip, connect and support churches as they live out their calling to care for vulnerable children and families while growing closer to Jesus as His disciples.

GLOBAL NETWORK

The Global Network initiative unites and strengthens more than 50 locally-led and globally-informed networks of churches, NGOs and agencies working together to see every child in a loving family, embraced within a collaborative community.

MORE THAN ENOUGH

More Than Enough works to see the church provide more than enough well-supported families for every child in foster care, including foster, kinship, adoptive and restored biological families. More Than Enough aims to help start or grow a local church network covering every U.S. county.

DEVELOPMENT AND DISCIPLESHIP

The Development and Discipleship Initiative expands Christian adoption, foster care and orphan care worldwide by helping child-serving ministries build more effective fundraising programs.

FAMILY-CENTERED HEALING AND HEALTH

The Institute for Family-Centered Healing and Health (also known as CAFO Family Institute) equips parents and other caregivers to cultivate whole-person healing and health in children who’ve experienced special adversity, rooted in Scripture and science.

CAFO Deepest Commitments

These values embody our deepest commitments to each other and to the people we serve.

ROOTED IN THE GOSPEL:

We are motivated to love – and work to motivate others – by the love of God revealed through the gospel.

“We love because He first loved us.” John 4:19

DEEP FIRST:

Aware of our limitations, we recognize that vibrant and fruitful ministry rises from a well-tended inner life rooted in Christ, cultivated through sabbath rest and spiritual disciplines.

“I am the vine; you are the branches. If a man remains in me and I in him, he will bear much fruit; apart from me you can do nothing.” John 15:5

QUALITY:

We seek to honor God and those we serve by producing work that is professional, consistent and wellcrafted.

“So whether you eat or drink or whatever you do, do it all for the glory of God.” 1 Corinthians 10:31

EFFECTIVE:

We believe good intention is insufficient in itself, and so we are committed to seeking the best results possible — even while knowing that ultimate results are in God’s hands.

“His master replied, ‘Well done, good and faithful servant! You have been faithful with a few things; I will put you in charge of many things. Come and share your master’s happiness!’” Matthew 25:21

THOUGHTFUL & WISE:

Our leadership, language and loving actions are rooted in Scripture and guided by the best available knowledge.

“The heart of the discerning acquires knowledge, for the ears of the wise seek it out.” Proverbs 18:15

LEAD BY SERVING:

We strive to embody Christ-like leadership that is humble, others-focused and sacrificial.

“Whoever wants to become great among you must be your servant, and whoever wants to be first must be slave of all. For even the Son of Man did not come to be served, but to serve, and to give his life as a ransom for many.” Mark 10:43-45

BETTER TOGETHER:

We model unity in diversity and facilitate generous collaboration to accomplish more together than any one could alone.

“From him the whole body, joined and held together by every supporting ligament, grows and builds itself up in love, as each part does its work.” Ephesians 4:16

History and Purpose

The vision for the Christian Alliance for Orphans (CAFO) was birthed in 2004 in Little Rock, Ark. at the first “Orphan Summit,” where 38 Christian leaders expressed a shared sense of God’s desire to rouse His Church to care for orphans and was calling them to “leave their logos and egos at the door” to join in unified efforts.

That first Summit was the start of an annual gathering, which quickly grew from 30 leaders in 2004 to more than 500 in just three years. Between each annual Summit gathering, a host of new partnerships would begin among CAFO members—from national media campaigns highlighting orphan issues, to data and technology gatherings, to resource-sharing among small adoption agencies.

CAFO was officially incorporated in 2007, led by a working board representing many of the most respected organizations in Christian orphan care and adoption. In 2009 CAFO hired Jedd Medefind, former Director of Faith-Based Initiatives at the White House, to lead the organized movement forward in shared initiatives. Together, these organizations and leaders would provide behind-the-scenes service, in-kind support and a force of volunteers and collaboration to fuel shared growth.

Today, more than 250 formerly competitive organizations — and a global network of churches — unite as a highly-effective coalition through CAFO, with the annual Summit drawing more than 2,000 Christian leaders. Together, their work has made CAFO the central hub and catalyst for the Christian orphan care movement — equipping and connecting individuals, churches and community leaders for effective care for vulnerable children and families serving millions of children each year.

CAFO Community

The CAFO community includes people across the globe who are called to care for vulnerable children and families as guided by Scripture. Our communications are focused on inspiring Christians to take wellinformed action to care effectively for vulnerable children and families, with a special focus on equipping and leading the following audiences:

ADOPTIVE & FOSTER PARENTS

ADVOCATES & COMMUNICATORS

NON-PROFIT ORGANIZATION LEADERS & STAFF

CHURCH MINISTRY LEADERS & PASTORS

CHILD WELFARE PROFESSIONALS

GLOBAL LEADERS

RESEARCHERS

STUDENTS

CAFO Membership

CAFO membership includes individuals, organizations, churches and global networks. Regional and national alliances of churches, as well as businesses, may also join as CAFO affiliates. Together, all CAFO members advance a vision larger than any one of us. The unity and coordination provided by CAFO help us all to join for a shared impact no one organization, church, or individual could achieve alone.

INDIVIDUAL MEMBERS

Individual members stand committed to CAFO’s statement of faith and its mission. Through their own spheres of influence, as well as through their annual dues, they aid the ongoing work of the CAFO community.

MEMBER ORGANIZATIONS

Member organizations are required to embody the highest commitment to financial integrity, good governance and the Gospel of Jesus Christ. Members represent the full continuum of response to orphans worldwide—including many of the most admired names in adoption, domestic foster care, global orphan care and advocacy. All CAFO member organizations must affirm CAFO’s Statement of Faith, Guiding Principles and Core Commitments and be accredited with Evangelical Council of Financial Accountability.

MEMBER CHURCHES

Member churches hold convictions consistent with the CAFO’s Statement of Faith, Guiding Principles and Core Commitments and share a desire to see God’s people effectively answer His call to care for vulnerable children and families. Member churches both offer and receive mutual support as part of the CAFO community.

GLOBAL NETWORK MEMBERS

Global Network members show a commitment to fiscal integrity, good governance and Gospel-centered ministry. They also hold convictions consistent with CAFO’s Statement of Faith, Guiding Principles and Core Commitments and affirm a shared vision, to see every child in a loving family, embraced within a collaborative community.

CAFO Community

The members of the Christian Alliance for Orphans yearn for the good of all people. As God directed His people some 2,500 years ago, we desire to “seek the welfare of the city.” (Jeremiah 29:7) Our mission centers especially on protection and care for the most vulnerable children and families.

In an increasingly post-Christian culture, this mission grows more complex. Many values once shared by most Americans are now controversial, even cause for exclusion. Christians grapple with how to continue in faithful service among neighbors who hold differing convictions. This can be particularly challenging when government is a necessary partner in the work.

In this, some ask whether it is even possible to convey sincere love for all people while remaining faithful to age-old Christian commitments. We believe it is – and not only possible, but essential. At their best, deep love and deep commitments grow ever and always together. This union reflects the very heart of Jesus, who came “full of grace and truth.” (John 1:14) As his disciples, we desire to embody in every word and act His rare combination of rooted conviction and tender love.

How is this best done today? We cannot answer this question for all believers, but we articulate here a guiding vision for our community. At its heart are two essential traits, held firmly together: welcome and integrity.

Integrity’s root word is integer: a whole number, not fractionalized or divided. A person or organization has integrity when all its parts are aligned, including belief, word or action. While integrity protects what is inside, welcome receives and cares for what is outside. When secure in their foundation, people are freed to reach beyond themselves. Spurred by a clear call to love, Christian welcome not only receives, but actively seeks out the other, including people the world devalue or ignores.

If we as CAFO members, both individually and corporately, are to provide good gifts to the world –especially those things it most lacks today – we must hold welcome and integrity side by side.

CAFO unites members, co-laborers and friends together in shared initiatives believing in mutual respect and friendship, all are enriched. And by working together we can advance shared objectives more fully and thrive together.

CAFO MEMBERS

• Fully embrace all shared commitments and objectives of the CAFO community.

• Meet all CAFO fiscal, governance and program quality standards.

• Are publicly endorsed as members.

• Serve together as co-creators and co-hosts of the CAFO Summit and all other CAFO initiatives, and thus contribute as they are able to sponsorship, teaching and other opportunities to grow and guide Christian service to vulnerable children and families.

• Help to shape CAFO’s strategic focus and future priorities.

CAFO CO-LABORERS

• Co-Laborers share many of the objectives and commitments of the CAFO community, but not necessarily all. Although Co-Laborers are not evaluated against CAFO standards, the quality of their work is broadly respected in the field.

• While Co-Laborers and CAFO do not “endorse” one another, they consistently speak of one another in ways that are honoring, even when points of disagreement arise.

• Co-Laborers are often invited to share expertise in areas of special knowledge as part of initiatives, resources and events facilitated by CAFO.

• CAFO and Co-Laborers actively build open and intentional lines of communication.

CAFO FRIENDS

• Friends are welcome at all CAFO public events and services.

• CAFO always interacts with CAFO Friends with sincere warmth and respect, gladly serving in the same fields to bring good to vulnerable children and families.

Brand Posture

Creative Approach & Voice

Creative Approach & Voice

Whenever someone experiences the CAFO brand – through our communications, resources, events or courses –we want our deepest commitments to be felt. CAFO exists to support the global movement of Christians working together toward effective solutions for vulnerable children and families. Our communications should always reflect God’s heart and His kingdom - holding space for both beauty and brokenness as we come close to human need and suffering.

With these goals in mind, we want our creative approach (how we look) and voice (how we sound) to reflect the following characteristics:

&

Rooted in the Gospel

Thoughtful & Wise

We believe that all wisdom comes from God and our communications should be guided by both thoughtfulness for the leaders we serve and wisdom of best practices (Prov. 19:2; Phil. 1:9-11). You will see this reflected in the ways we:

• Approach data and statistics with integrity, ensuring the information is presented with clear context and without emotional manipulation.

• Carefully choose our words when discussing children living in or out of parental care settings.

• Collaborate with others to take fully into account multiple perspectives when creating new content or strategies, contextualizing messages for the communities and cultures being served.

• Look to Scripture to guide our practices as we connect the timeless biblical call to care for orphans to the modern needs of children today.

Dignity & Honor

We value all people as image bearers of God (Gen. 1:27), worthy of our respect and bearing profound dignity, regardless of any traits, choices or hard experiences they have encountered. You will see this reflected in our communications as we:

• Use person-first language, honoring the dignity of the person without labels.

• Respect organizations, systems and governments working on behalf of vulnerable children and families, not as perfect solutions but as co-laborers in our calling.

• Obtain consent from others before sharing their stories.

• Select photography and images to honor and celebrate children and not exploit them.

• Seek to elevate partners and collaborate in unity, recognizing our unique gifts and contributions can honor one another and God in our shared mission.

• Acknowledge the severity of “trauma” and other pain, but never convey that the hard things a person has experienced define them or determine their destiny. Rather, alongside lament at evil and pain in our world, we convey deep confidence that God can use even the most difficult things for good — both in a person and ultimately through them.

Quality & Professionalism

We care about the quality of our work because we seek to honor God and the communities we serve by producing high-quality and consistent communications materials to reflect what God is doing in and through His people around the world (1 Corinthians 10:31). You will see this reflected as we:

• Manage and oversee brand guidelines across CAFO to ensure the highest level of quality and consistency in messaging.

• Research and apply best practices in communications strategy and planning, using relevant data to guide continual improvement.

• When needed, engage outside partners and agencies for support and execution to maximize our impact and reach shared goals.

Rooted in the Gospel

We reflect the love of God in our communications because He first loved us (1 Jn 4:19). Everything we create and produce is rooted in Scripture and in response to the good news, the Gospel: that God, our loving Father, sought us, adopted us and invites us to live as His sons and daughters (Gal. 4:6). You will see this reflected as we:

• Honor scripture as our highest authority and guide in all our communications practices.

• Connect the dots between the timeless biblical call to care for orphans to the modern needs of vulnerable children and families today.

• Confidently affirm both science and Scripture, acknowledging that good science is a discovery of creation, which is the revelation of God.

Holding Tension

In all CAFO communications, it is our desire to address both the beauty and the brokenness that occurs when coming close to human need and suffering. We seek to embrace and hold this tension in our words, storytelling, photography selection and design. The reality of what it means to love and care for vulnerable children requires us to embrace these polar truths.

The Bible consistently calls God’s people to hold fast to two seemingly-opposite realities at the same time, what we might call “polar truths.” Justice and mercy. Grace and truth. In the world but not of the world. Fully God and fully man. Working out our salvation, because it is God who works in us.

We do not hold these truths partially, settling for half-heartedness and tepid commitments. Rather, we seek to grip both truths fully. God is not somewhat just and somewhat merciful; He is totally just and totally merciful. Jesus wasn’t partly God and partly man; he was fully God and fully man. We are not called to be somewhat truthful and somewhat gracious, but completely truthful and overflowing with grace. God’s kingdom is both the already and the not yet.

Ministry leaders embrace polar truths when they aim relentlessly for ideal outcomes, while also knowing fully that they work within a broken world where workable solutions and imperfect outcomes are often the best that can be achieved. Foster parents embrace polar truths when they commit to love each child as long as they need it, perhaps even including adoption … even as they pray for the child’s birth family and work actively to support reunification.

Engaging in the work of adoption, foster care and global orphan care can be painfully complex. There is a real danger of unintended consequences and an immense need for knowledge, insight and wisdomguided love. We must continue to strive to learn and grow and refine, and yet also be willing to take the risk of acting boldly and sacrificially.

Our communications at CAFO affirm and embrace these polar truths, because when we hold this holy tension, we begin to find that it will hold us, too –upright and firm – just where God wants us to be.

Visual Identity

Logos & Usage Initiative Branding

Typography

Colors Imagery

Primary Lockup

The brand logotype identifies the Christian Alliance for Orphans brand as a whole.

This logo is a carefully created piece of locked artwork that should not be altered in any way.

It is also a registered trademark, and consistency in how we use it is crucial to maintaining that registration.

Assembly

SEPARATION

The space between CAFO and the Christian Alliance for Orphans is equal to the X-height of the All Caps of the tag

CHRISTIAN ALLIANCE FOR ORPHANS..

SAFE SPACE

At the very least, the safe space around the logotype should be equal or greater than 2x the X-height of the tag.

Sizing

The CAFO Wreath

Using a thinned version of the “C” from CAFO wordmark, we duplicated and rotated evenly exactly 38 times to represent the 38 leaders who first met in 2004.

In geometry, two or more objects are said to be concentric when they share the same center.

Like the 38 members sharing the same center, and weaving their talents and skills for children and families.

CENTER STACKED

CENTERED

HORIZONTAL

Sizing

Identity Typefaces

Customization of the typeface “Verlag”

About the font family:

Originally envisioned as a riff on the Guggenheim’s iconic Art Deco lettering, Verlag developed into its own family of versatile typefaces in order to suit the needs of a modern identity program. Because the fonts would ultimately represent a range of individual artistic voices — from Cézanne to Kandinsky to Matthew Barney — Verlag was carefully planned so that its distinct personality would be checked by a sense of objectivity.

Customization of Verlag

P22 Mackinac Pro

About the font family:

P22 Mackinac Pro is a general-purpose, utilitarian family incorporating loads of OpenType features. Versatile for text and display uses across a variety of mediums; including advertising, publishing, signage and packaging.

Inititiative Wordmarks

Common Errors

Note: This is not a comprehensive list of errors. It is simply the most common or egregious.

Do not stretch, squash, skew, or distort the logo in any way.

Do not edit the logo color, use an off-brand color, or reduce the logo opacity.

Do not place the logo on a high-contrast pattern or busy photograph.

Do not change the layout or relationship between typographic elements.

Do not add graphic effects to the logo, including drop shadows.

OUR WORK AND INTITIATIVES

Do not encroach on the required clear space surrounding the logo.

Typography

Typefaces Common Errors

Characters and Styles

LATO

About the font family:

Available for free via Google Fonts

Lato is a sans serif typeface family started in the summer of 2010 by Warsaw-based designer Łukasz Dziedzic (“Lato” means “Summer” in Polish). In December 2010 the Lato family was published under the Open Font License by his foundry tyPoland, with support from Google.

In the last 10 or so years, during which Łukasz has been designing type, most of his projects were rooted in a particular design task that he needed to solve. With Lato, it was no different. Originally, the family was conceived as a set of corporate fonts for a large client — who in the end decided to go in different stylistic direction, so the family became available for a public release.

When working on Lato, Łukasz tried to carefully balance some potentially conflicting priorities. He wanted to create a typeface that would seem quite “transparent” when used in body text but would display some original traits when used in larger sizes. He used classical proportions (particularly visible in the uppercase) to give the letterforms familiar harmony and elegance. At the same time, he created a sleek sans serif look, which makes evident the fact that Lato was designed in 2010 — even though it does not follow any current trend.

The semi-rounded details of the letters give Lato a feeling of warmth, while the strong structure provides stability and seriousness. “Male and female, serious but friendly. With the feeling of the Summer,” says Łukasz. Learn more at www.latofonts.com

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+{}|:”>?<

Lato Thin Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+{}|:”>?<

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+{}|:”>?<

Lato Italics

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+{}|:”>?<

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+{}|:”>?<

Lato Black Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+{}|:”>?<

Lato Thin

Lato

Lato Black

Lato

Source Serif Pro

About the font family:

Available for free via Google Fonts

Source Serif Pro is a serif typeface in the transitional style, designed to complement the Source Sans Pro family. The close companionship of Serif and Sans is achieved by a careful match of letter proportions and typographic color. Source Serif is loosely based on the work of Pierre Simon Fournier, and many idiosyncrasies typical to Fournier’s designs (like the bottom serif on the b or the middle serif on the w) are also found in Source Serif. Without being a pure historical revival, Source Serif takes cues from Fournier and reworks them for a modern age.

Source Serif continues Adobe’s line of high-quality open source typefaces. Designed for a digital environment, the letter shapes are simplified and highly readable. Its historical roots, combined with expert guidance give the typeface a strong character of its own that will shine when used for extended text on paper or screen.

12

Characters and Styles

Source Serif Pro

Source Serif Pro Extra Light 200

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+{}|:”>?<

Source Serif Pro Extra Light 200 Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+{}|:”>?<

Source Serif Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+{}|:”>?<

Source Serif Pro Regular Italics

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+{}|:”>?<

Source Serif Pro Black 900

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+{}|:”>?<

Source Serif Pro Black 900 Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+{}|:”>?<

Eyebrow Text

Lato - Extra Light, Uppercase, Tracking: 150 pt

Font Size: 11 pt, Leading: 15 pt

Headline Text

Lato Light, Sentence case, Tracking: 0 pt, Font Size: 40 pt, leading: 45 pt

Subhead Text

Source Serif Pro - Italic, Sentence Case, Tracking: 0 pt

Font Size: 18 pt, Leading: 22 pt

Body Copy Text

Lato - Regular, Sentence Case, Tracking: 0 pt

Font Size: 10 pt, Leading: 16 pt

HICITATIORE OPTATEM PORIBUSCIA

Ulluptas aut ipientur simpores auth.

Beat fuga. Itate qui autecatiam facipitae secupta sit

Beat fuga. Itate qui autecatiam facipitae secupta sit, quiaspit, idusa commollabo. Hent. Quia ipsament volo tet voluptaque iscias re vit alignimo tem ratur sitiis mil minverum voluptatur?

Ota conseditatur simus, quidel ma doluptae net qui num esequam quam lautem. Itium quide vellibus.

Eyebrow Text

Lato - Extra Light, Uppercase, Tracking: 150 pt

Font Size: 11 pt, Leading: 15 pt

Headline Text

Lato Light, Sentence case, Tracking: 0 pt, Font Size: 40 pt, leading: 45 pt

Subhead Text

Source Serif Pro - Italic, Sentence Case, Tracking: 0 pt

Font Size: 18 pt, Leading: 22 pt

Body Copy Text

Lato - Regular, Sentence Case, Tracking: 0 pt

Font Size: 10 pt, Leading: 16 pt

At aspe et voluptatendi vendaectus, temposandis eicienistrum que pra cus essi odipicae niet et ulliquam corectotas unt omnihillupta vollam core eum, core, quiduntibus volor moditas inctae volorum il idebissi sequis quossi bla que susam quias ipsunt latatibus, tet as por sant rese que dignatus aut quo endebisi dolut dolent. Ped explaccus, od ut ut denis dolenem exero dit a dGent, sin erehentionet acepuda eperum iliani dolorese volo beatem fugitis ea consectur? Quibusa picider iatiberit eum hiliam inctus, voluptat oditiistio delestrum utem aut elles debiscil il ma delici in nem solor rendem. Rias dundit aliquis suntio etus eossimet faccabo. Xera core perferum voluptat eum eseces ea comni consedi.

At aspe et voluptatendi vendaectus, temposandis eicienistrum que pra cus essi odipicae niet et ulliquam corectotas unt omnihillupta vollam core eum, core, quiduntibus volor moditas inctae volorum il idebissi sequis quossi bla que susam quias ipsunt latatibus, tet as por sant rese que dignatus aut quo endebisi dolut dolent.

Ped explaccus, od ut ut denis dolenem exero dit a dGent, sin erehentionet acepuda eperum iliani dolorese volo beatem fugitis ea consectur?

The Six Rules of Type

When constructing layouts, these tips will help you build dynamic, interesting, and on-brand compositions with typography.

While these rules are proven and sound, sometimes breaking them is the right call. Please consult the design team for their opinion if you feel you need to break one of these guidelines.

STAY LEFT-ALIGNED, RAG RIGHT

Legibility and clarity are vitally important to great typographical layouts. Since most people read from left to right, we should align our type accordingly.

ALIGN X-HEIGHTS OR BASELINES

Whenever you place text next to each other, either align the baselines (the line that the bottom of a lowercase x sits on) or align the x-heights (the top of a lowercase x). This helps align each line visually.

01 03 05 02 04 06

SKIP WEIGHTS & DOUBLE SIZE

Contrast is the name of the game when it comes to great design. When in doubt, skip a weight when pairing two weights, and double the size between two text elements.

GIVE THINGS SPACE, IF NEEDED

Negative space, or the space around elements is vitally important. That being said, if informational elements belong together, move them closer together. Use grouping wisely: just try not to cram too many things in one space.

WATCH THE RAG

When setting paragraphs, keep an eye on the right (ragged) edge. If the rag unintentionally creates a recognizable shape, consider tweaking the language or resizing the container. Also, try to prevent single-word lines.

KEEP LINE LENGTH REASONABLE

It is easy for the user to get lost in long lines of text, and short ones are easily ignored. It’s best to keep lines between 45 and 70 characters long, depending on the size of the font. This will ensure legibility as the font sizes increase or decrease.

Note: This is not a comprehensive list of errors. It is simply the most common or egregious.

Oh, Goodness, No...

Omnimus cuscilit que ea volesto et, sitatur minum rae. Et expel inctae rerum ea que omnima consedit maio

Do not use unauthorized fonts or typefaces. The only exception is stylized merchandise or illustrations on a caseby-case basis.

Help me

Do not stretch, squish, or otherwise mangle typography. Use the appropriate weight instead.

Not good, nope.

Omnimus cuscilit que ea volesto et, sitatur minum rae. Et expel inctae rerum ea que omnima consedit maio conet, venimaximi, corepel iquunt volorpos quam, si quos intiusciate sitas millabo reicita tiissimus

Keep tracking, kerning, and leading reasonable and legible. Do not stray far from the examples in this guide.

Not For Us

Omnimus cuscilit que ea volesto et, sitatur minum rae. Et expel inctae rerum ea que omnima consedit

Do not use centered or completely justified alignment for multi-line text.

Too Much Stroke I’m Falling!

Omnimus cuscilit que ea volesto et, sitatur minum rae. Et expel inctae

Do not use a stroke or outline on typography. Also avoid using a drop shadow on typography at all costs.

Omnimus cuscilit que ea volesto et, sitatur minum rae. Et expel inctae

Do not use typography on any angle other than 0° or 90°. Our typography should always read up if 90°.

Member Seal

Member Seal Member Lockup

Membership Seal

The CAFO Membership seal is designed for CAFO members only. This mark highlights the high standards all CAFO members share, being among many of the most admired names in adoption, domestic foster care, global orphan care, family preservation and advocacy. CAFO Members are invited to share the CAFO Membership Seal on their website, email or anywhere they see fit in their communications.

Colors

Primary Colors Color Usage

PANTONE MATCH: PANTONE P 9-11 C

C: 0 M: 8 Y: 44 K: 27

R: 197 G: 178 B: 125

HEX: #C5B27D

PANTONE MATCH: K

C: 0 M: 0 Y: 0 K:100

R: 0 G: 0 B: 0

HEX: #00000

PANTONE MATCH: P 179-2 U

C: 9 M: 6 Y: 6 K:0

R: 229 G: 230 B: 231

HEX: #E4E5E6

Primary Color Palette

Primary Colors

The brand logotype lockup has several color variations for use on different background types, tones, and colors.

When in doubt, use the most legible version of the logo for the available background.

For printed executions, special care should be given to ensure logo legibility on the final media or material used.

Initiative Wordmarks

Global Network

CAFO

INITIATIVE COMPLEMENTARY COLORS

GN ORANGE

CMYK: 0, 67, 77, 0

RGB: 244, 118, 73

HEX: #f37648

GN RED

CMYK: 1, 87, 81, 0

RGB: 237, 73, 61 HEX: #ec483c

GN DARK TURQUOISE

CMYK: 90, 50, 50, 0

RGB: 29, 115, 126

HEX: #1d727e

GN TURQUOISE

CMYK: 61, 1, 38, 0

RGB: 93, 192, 176

HEX: #5cc0af

GN YELLOW

CMYK: 8, 30, 80, 2

RGB: 227, 175, 78

HEX: #e3af4d

Research Center

CAFO INITIATIVE WORDMARK

RESEARCH CENTER COLLABORATIVE PROGRAM WORDMARK

INITIATIVE COMPLEMENTARY COLORS

RESEARCH DARK TEAL

CMYK: 89, 38, 39, 8

RGB: 0, 120, 137 HEX: #007888

RESEARCH BLUE

CMYK: 41, 5, 3, 0

RGB:143, 204, 233 HEX: #8fcce8

RESEARCH LILAC

CMYK: 12, 14, 4, 2

RGB: 214, 207, 220 HEX: #d6cfdb

RESEARCH LIGHT BLUE

CMYK: 25, 3, 2, 0

RGB: 187, 222, 240 HEX: #baddef

RESEARCH ORANGE

CMYK: 8, 70, 80, 2

RGB: 220, 107, 67 HEX: #dc6a42

RESEARCH GREEN

CMYK: 50, 10, 50, 0

RGB: 134, 186, 149 HEX: #86b995

RESEARCH YELLOW

CMYK: 28, 93, 0, 0

RGB: 235, 229, 83 HEX: #eae553

RESEARCH NAVY

CMYK: 92, 55, 50, 29

RGB: 14, 82, 94 HEX: #0e525d

RESEARCH BRIGHT PLUM

CMYK: 8, 0, 80, 2

RGB: 184, 54, 148 HEX: #b73593

More Than Enough

CAFO INITIATIVE WORDMARK

INITIATIVE COMPLEMENTARY COLORS

MTE BLACK

CMYK: 0, 0, 0, 98

RGB: 20, 20, 21 HEX: #141314

MTE GREEN

CMYK: 73, 11, 88, 1

RGB: 75, 165, 87 HEX: #4aa456

MTE BLUE

CMYK: 70, 16, 0, 0

RGB: 0, 170, 238 HEX: #00ADEE

MTE PURPLE

CMYK: 55, 100, 11, 1

RGB: 137, 39, 130 HEX: #882781

CHARCOAL

CMYK: 40, 32, 32, 1

RGB: 161, 161, 162 HEX: #a1a1a2

MTE ORANGE

CMYK: 8, 70, 80, 2

RGB: 220, 107, 67 HEX: #dc6a42

MTE LIGHT GREY

CMYK: 4, 3, 3, 0

RGB: 241, 241, 241 HEX: #f1f1f1

MTE YELLOW

CMYK: 8, 10, 80, 2

RGB: 232, 210, 82 HEX: #e7d151

Pure Religion Project

INITIATIVE COMPLEMENTARY COLORS

PRP MUSTARD

CMYK: 8, 30, 80, 2

RGB: 227, 175, 78

HEX: #e3af4d

PRP LEMON

CMYK: 8, 0, 50, 2

RGB: 232, 232, 150 HEX: #e7e896

PRP LIGHT BLUE

CMYK: 41, 5, 3, 2 RGB: 143, 204, 233 HEX: #8fcce8 PRP SLATE

CMYK: 99, 75, 40, 28 RGB: 11, 63, 95 HEX: #0a3e5e

PRP DARK NAVY

CMYK: 99, 76, 47, 47

RGB: 1, 46, 69

HEX: #002e45

Development & Discipleship

CAFO INITIATIVE WORDMARK

DEVELOPMENT & DISCIPLESHIP COLLABORATIVE PROGRAM WORDMARK

INITIATIVE COMPLEMENTARY COLORS

93, 100, 22, 18

RGB: 57, 38, 106

CMYK: 80, 40, 50, 0

RGB: 63, 130, 132 HEX: #3f8183

CMYK: 37, 0, 71, 0

RGB: 169, 210, 117

HEX: #a9d275

CMYK: 8, 40, 80, 2

RGB: 225, 158, 75

HEX: #e19d4a

CMYK: 55, 100, 11, 1

RGB: 137, 39, 130 HEX: #882781

D&D SAGE

D&D LIME

D&D PEACH

D&D PLUM

D&D ROYAL

CMYK:

HEX: #38256a

Family Institute

CAFO INITIATIVE LOGO

INITIATIVE COMPLEMENTARY COLORS

88, 38, 64, 23

FAMILY PURPLE

CMYK: 80, 100, 21, 12

RGB: 85, 39, 112 HEX: #542770

CAFO GOLD

CMYK: 0, 8, 44, 27

RGB: 197, 178, 125 HEX: #c5b27d

FAMILY LEMON

CMYK: 8, 0, 50, 2

RGB: 232, 232, 150

HEX: #e7e896

FAMILY LIME

CMYK: 37, 0, 71, 0

RGB: 214, 237, 232

HEX: #a9d275

FAMILY GREEN

CMYK:

RGB: 15, 105, 93

HEX: #0e685d

Photography

Overall Tone Resources

Personable and Natural

Brand photographs should feel natural and dynamic. We strive to use a true-to-life tone and vibrancy.

The content of each photograph should convey our community values and reflect children and families in the best light. For more information, please reference our section on Creative Approach.

Always seek excellent lighting that provides contrast between highlights and shadows, even if the light source is simply an open window.

Adobe Stock - Premium / Paid

https://stock.adobe.com/

Noun Project - Premium / Paid (Iconography)

https://thenounproject.com/

Unsplash - Free / Attribution

https://unsplash.com/

Appendix