BRAND GUIDELINES
BRAND GUIDELINES
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Brand Manifesto Brand Philosophy Logo Color Palette Typography Writing Voice Tone Words Editorial Photography
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Brand Manifesto We live for our children - the curious, emotional, unique individuals that pass through our doors each and every day. For them, we've created a safe, welcoming environment. A place to enjoy, not endure. Here, we pair years of training and research-based, proven techniques to provide positive interventions for children with Autism and developmental diagnosis. But there is never a singular solution. We listen, we learn and develop individualized programs tailored for every child. It takes hard work, patience and resiliency. And while some days are more challenging than others, we never measure success by leaps and bounds. It’s about those tiny moments of interaction, conďŹ dently exploring new surroundings, and laughing with recently made friends. But make no mistake - we exist for the families that entrust us with this tremendous responsibility. For those who feel deated and defeated. For you, we provide a community, a place of understanding - to gather, unite, build relationships and discover hope. We are Coastal Behavior - and
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Brand Philosophy Our Mission To provide the first intervention to children and their families affected by Autism and other Developmental Disabilities through the tenets of Applied Behavior Analysis to create significant positive change.
Our Vision To become the most trusted ABA provider for recently diagnosed military families (and beyond) in the Hampton Roads area of Virginia.
Our Values To forever be virtuous: • Ethical
• Committed
• Respectful
• Unparalleled Expertise
• Collaborative
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logo lockup
Tagline
classic black on white
classic white on black
logo mark
Used for compacted layouts and branding identity for social media proďŹ le images, favicon, and watermarks.
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Logo & Tagline More than purely representing our proximity to the coast the wave deďŹ nes the very nature of the work we do day after day. A symbol of strength, uidity, and motion - the wave embodies our desire to constantly move forward on our mission. And just like our kids - no two waves are ever the same, a simple reminder to adapt, remain exible and discover the right path.
A bit more playful and curious - our "Together, We Belong" tagline is a welcome contrast that perfectly complements our logo.
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Color Palette Our colors were intentionally selected to reect the vibes and energy of our shoreline surroundings. Equal parts warm and friendly, our colors create a sense of calmness for our families and friends alike. A subtle, inviting touch to deliver comfort when it matters most.
HEX: #C7F0DB RBG: 199, 240, 219 CMYK: 21, 0, 18, 0
HEX: #8BBABB RBG: 139, 186, 187 CMYK: 46, 13, 25, 0
UPLIFTING
RELAXED
A bright, playful tone completely free of complexity and tension.
Calm and composed, a steady reminder to remain balanced.
HEX: #6D7B95 RBG: 109, 123, 149 CMYK: 62, 47, 28, 3
HEX: #464159 RBG: 70, 65, 89 CMYK: 75, 73, 42, 31
ANCHORED
EMPOWERED
Structured but
Unapologetically
sophisticated, a safe and
conďŹ dent, a symbol for
soothing foundation.
strength and resilience.
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Typography Our typography utilizes clean and modern san-serifs that are purposefully approachable. Here, we selected typefaces that immediately conveyed a sense of conversation to easily communicate with our community. From printed materials to digital assets, when developing published creative, appropriately using these fonts will eortlessly strengthen our equity and identity.
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Writing When writing content for Coastal Behavior, the words and tone we use should express our passion and commitment for the families we serve each and every day. It should remain as conversational as possible, possessing qualities that are welcoming and friendly. And whenever possible, our writing should speak to our practices, expertise, and how we tackle complex situations in unique ways.
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Our Voice Friendly Our writing should reflect the way we speak, it should be optimistic and at times reassuring. It should present a sense of community and collaboration.
Confident We are experts in our field, and our writing should reflect the experience and longevity we've accomplished in this space. We should feel empowered to share insights, provide leadership, and openly discuss complex topics. But under no circumstances are we arrogant or pretentious.
Honest At all times, we should remain genuine and straight to the point. We should be casual and fun in a way that never tries too hard. But we should also recognize that this is hard work, and at times we may need to speak about sensitive issues.
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Tone Words Refer to these words while writing to help determine the emotional context our content should convey:
Passionate Smart Fun Heartfelt Excited Genuine Hopeful Original Personable
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Editorial Consistent writing not only unifies our identity and positioning - it helps our community better understand our mission, practices and principles. Below are general editorial nuances we should always be mindful of when developing content. Applied Behavior Analysis (ABA): Design, implementation and evaluation of an environment to produce improvements in behavior. When first referencing, write in long-form and feel free to abbreviate after that. Autism/Autistic: We never refer to autism as a disease, it is a neurological disorder and at times it can be disabling. When writing about ASD, it's best to publish content related to techniques or recent innovations in the field. Avoid attaching the terminology to our children to prevent offensive phrases.
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Developmental Delay/Disability: Developmental delays refer to evidence that a child is not functioning at an expected level for his/her age. We should use this terminology over disability when publishing content as not to assume a diagnosis for ďŹ rst-time visitors. Family: When referring to our clients, customers and parents, we should refer to them as "our families" or "our community" - this is a more personable approach that instills a sense of inclusion. Friends: When referring to our children, we should use terms like "our friends" or "our kids." Avoid using words like "student" or "patient" as it is ingenuine to our work. Services: When referring to formal services we provide, it's preferred to speak directly to that terminology. However, when publishing social content, we should aim to create a sense of collaboration, using phrases like "teamwork" or "working together." We should never use sterile words like "treatment" when referring to our work.
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Photography Photography is one of our most powerful tools for presenting the Coastal Behavior experience. The overall tone should be inspirational and uplifting, capturing authentic moments of joy and wonder. Photographs should most often be candid and natural to provide a genuine glimpse into our environment. Whenever possible, it's important to use professional photography for both style and consistency purposes.
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This book represents so much more than just guidelines and standards - it's a collection of principles that fuels our passion to provide the best possible service for our families and friends. Within these pages, every word, color and element has been thoughtfully considered to reect our mission and purpose. A visual narrative to create a sense of community. Because together, we belong.