Brand Guidelines
no ceilings no limits
Visual development
Visuals
02 Development Initial sketches Refinements Final logo
Guidelines Usage Color Ty p e Grid Photogrpahy Elements To n e Application
Planned Parenthood
02
“There’s no limit to what we as women can accomplish.” — Michelle O b ama
Visual Strategy G uide 0 41 0 2 Development
Develoment Initial sketches Refinements Final logo
Planned Parenthood
Visual development 2.0
Logo development began with our key philosophies that are focused on redefining how we care for and support women. Forms and explorations focused three main areas: advocacy, empowerment, and autonomy.
Initial sketches
Explorations included imagery that evoked feelings of revolutions and strong geometric forms.
Visual Strategy G uide 043 0 2 Development: Initial sketches
Marks focused on creating oppor tu nity and freedom of choice where based on the idea of autonomy. That women have the power to make their own decisions and that women are just one choice away from everything. The f inal exploration that was chosen is an open door way that sit s within the let ter form P.
Planned Parenthood
Visual development
2.1 Studies
Dif fer ent ways in which t he door and t he let ter form P where explor ed and it came down to t he most simple execution.
Refined sketched
Three ref inement s that held both the open door shape and the let ter form P were established from the study.
Visual Strategy G uide 0 45
2.2
Geometric refinements
Impor tant visual r elationships wer e explor ed and executed wit hin t he geomet ry of t he logo. This created an overall visually balanced form.
0 2 Development: Refinement s
Planned Parenthood
Visual development
2.2
Geometric refinements
Visual Strategy G uide 0 47
2.3
Final logo
In order to be more versatile and to expand out of reproductive healthcare, we have shortened our name to Planned. 0 2 Development: Final logo
T h e f in al p r im ar y lockup is ver tical with the logo sit ting on top of t h e wo r dm ar k .
Planned Parenthood
02
“There’s a lot to be gained from taking women seriously.” — Cindy G allop Busine s s woman
Visual Strategy G uide 0 49 0 2 G uidelines
Guidelines Usage Color Ty p e Grid Photography Elements To n e Application
Planned Parenthood
Logo usage 2.1 Giving the logo some breathing room is essential for brand recognition and materials that are easy on the eyes.
Clear space
Lockup centerpoint : The center line must be maintained at all times with the ver tical usage of the logo. The inner line of the door must line up with the inner line of the f ir st n in the wordmark.
2x
x
x
Ver tical Logo and wordmark
Visual Strategy G uide 0 51
Spatial r elationships Spatial relationships bet ween cer tain element s of the logo must remain con sistent . The opening of the door and the width of the L equal x.
x 0 2 G uidelines: Usage
Ver tical Mark only
Horizontal Wordmark only
x
Planned Parenthood
Logo usage
2.2
Color variations
Our colors are bold and feminine. Using brand specific colors lets our brand speak for itself.
Primary logo
This form of the logo must only be used against background color s light enough to maintain contrast and legibility. Use: V ibrant Coral PMS Warm Red C CMYK 0 0 83 7 1 0 0 RGB 240 83 76 H EX F0 534 C
Secondary logo
These forms of the logo are to be uses as a secondary option when the background is very light or dark in order to increase contrast . Use: Light Backgr ounds Deep Purple Dark Backgrounds Bright Lavender
Visual Strategy G uide 0 53
2.3 When production doesn’t permit for brand specific colors follow the alternate usage guide.
Black and white
This form of the logo must only be used as a last resor t when production doesn’t all ow f o r c o l o r. O kay f o r int e r n al c o mm unic at io n s . Black 1 0 0%
Rever sed out
This form of the logo must only be used against background colour s strong and dark enough to hold enough contrast to maintain legibility V ibrant Coral PMS Warm Red C CMYK 0 0 83 7 1 0 0 RGB 240 83 76 H EX F0 534 C Deep Purple 2104 C PMS 8 0 81 3 0 15 CMYK 76 67 113 RGB 4 C4 370 H EX
0 2 G uidelines: Usage
Alternate usage
Planned Parenthood
Logo usage
2.4
Minimum size
Primary logo
Minimum size W h e n u s in g t h e p r im ar y l o g o use at a minimum width of 1 inch. N o m a x im um w idt h i s r e quir e d f o r p r im ar y l o g o u s a g e.
01 inch
Secondary logo
Minimum size W h e n u s in g t h e s e c o n d ar y l o g o u s e at a minim um w idt h of 0 . 25 in c h e s . N o m a x im um width is required for secondary logo usage.
0. 25
Visual Strategy G uide 0 55
2.5
Donts
Don’t place the logo over imagery where low contrast is made bet ween the logo and the image.
Don’t flip
Don’t flip, mirror, or rever se the logo mark. The let ter form is lost when flipped.
Don’t skew
Don’t skew or stretch the logo mark or alter the primary lockup in any way.
Don’t Pat tern
Don’t make pat terns out of the logo or use it in any way other than it’s singular presentation.
0 2 G uidelines: Usage
Low cont r ast
Planned Parenthood
Color palette 2.6 Primary colors
Our color palette is designed to be empowering and bold, yet feminine.
Deep Purple
V ibrant Coral
PMS CMYK RGB H EX
Warm Red C 0 0 83 7 1 0 0 240 83 76 F0 534 C
PMS CMYK RGB H EX
Bright Lavender
2104 C 8 0 81 3 0 15 76 67 113 4 C4 370
PMS CMYK RGB H EX
2365 C 0 0 83 7 1 0 0 234 187 2 15 EABBD7
Visual Strategy G uide 0 57
Secondary colors
7 4 36 C 02 07 0 0 0 0 24 6 236 2 15 F5EBF4
PMS CMYK RGB H EX
176 C 0 3 39 24 0 0 239 170 168 EFA A A8
PMS CMYK RGB H EX
53 05 C 05 10 00 21 194 187 199 C1BAC6
PMS CMYK RGB H EX
7660 0 C 0 5 1 0 0 0 45 147 14 3 153 938E98
0 2 G uidelines: Color
PMS CMYK RGB H EX
PMS CMYK RGB H EX
276 C 8 0 81 3 0 66 33 24 58 2 11739
Typography
Planned Parenthood
2.7 GT Walsheim is geometric and approachable, yet it has unique characteristics that make it boldly stand out.
Gt Walsheim Bold Gt Walsheim Regular
Visual Strategy G uide 0 59
GT Walsheim is a geometric sans-serif typeface designed by Noël Leu and released in 201 0 through Swiss foundry Grilli Type
abcdefghijklm nopqrstuvwxyz
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz
0 2 G uidelines: Typography
ABCDEFGHIJKLM NOPQRSTUVWXYZ
Grid system 2.8
Primary grid
A six column grid with spacious gutters of 0.25 inches is preferred when possible.
Planned Parenthood
Visual Strategy G uide 061
Alternate grid
A nine column grid is used for smaller, more detailed information.
0 2 G uidelines: Grid
For use on white paper s, internal communications, and other content heavy document s.
Photo style
Planned Parenthood
2.9
Gradient
Photography treatments using gradients of branded colors helps maintain brand consistency.
Option 1
Gradient s using branded color s are recommended for historical photos as well as usage in adver tising. Use: PMS CMYK RGB H EX
2104 C 8 0 81 3 0 15 76 67 113 4 C4 370
+ CMYK RGB H EX
00 00 00 00 255 255 255 FFFFFF
Use: PMS CMYK RGB H EX
Warm Red C 0 0 83 7 1 0 0 240 83 76 F0534 C
Option 2
+ CMYK RGB H EX
00 00 00 00 255 255 255 FFFFFF
Visual Strategy G uide 063
Use: PMS CMYK RGB H EX
Warm Red C 0 0 83 7 1 0 0 240 83 76 F0 534 C
+ PMS CMYK RGB H EX
2104 C 8 0 81 3 0 15 76 67 113 4 C4 370
+ CMYK RGB H EX
00 00 00 00 255 255 255 FFFFFF
0 2 G uidelines: Photography
Option 3
Planned Parenthood
Photo style
2.10
Full color
Ar chitect ural Images shot flat with color s that build color s stories with brand equity color s.
Women Power ful, straight forward shot s of women, from happy to serious, in urban or workplace environmetns.
Visual Strategy G uide
065
0 2 G uidelines: Photography
Planned Parenthood
Graphics and illustration 2.11
Pattern
Following the visual language of paper and of f ice materials, Planned’s pat terns are geometric rules and grids.
Elements
Repeating graphic element s consist of rounded rules and rectangles. These are used for headings and calling out impor tant information. 1 0 pixel corner radius with a weight of 5 point s. Okay to use with any of Planned’s color s.
Visual Strategy G uide 067
Illustration
The main subject mat ter for the illustrations are women in the workplace and ancillary element s. The illustrations use brand color s and cur ves and strokes that mirror core branding materials.
Our illustrations are where we bring in a touch of warmth and humanism. The imper fect lines and tex tures bring another dimension to Planned’s brand.
0 2 G uidelines: Element s
Planned Parenthood
Tone and personality 2.12 Traits
Friendly but not a pushover. Sassy but not condescending. Direct but not cold. Youthful but not silly. Feminine but not girly.
Visual Strategy G uide 069
Copy sample
0 2 G uidelines: Tone
girl, we got this.
Planned Parenthood
Brand application 3.13
Business system
Leterhead 8.5 x 11 " Rounded corner s
Visual Strategy G uide 071
Business car d 3.5 x 2 � Rounded corner s
0 2 G uidelines: Applications
Envelope #10 4.125 x 9.5�
Planned Parenthood
Brand application
3.12
Business system
Visual Strategy G uide
073
0 2 G uidelines: Applications
Planned Parenthood
Brand application
2.13
Environment design
Signage and wayfinding is bold, clean, and minimal. It pulls heavily from Planned’s visual language and graphic elements.
01
Lobby
02
Colab
03
Work
Information Mentorship Childcare
Cafe Computers
Quiet space Library
Visual Strategy G uide 075
no ceilings. no limits. 0 2 G uidelines: Applications
Colab 02-21 Meeting Room
Reserved
01 Information
Mentorship Childcare
Planned Parenthood
Brand application
2.13
Logo elevations
Planned’s logomark can be used across a variety of product s and object s. Here you can see examples of place ment and sizing
Visual Strategy G uide
079
0 2 G uidelines: Applications
Planned Parenthood
Brand application
2.13
Wearables
Enamel pin
Graphic tee
Visual Strategy G uide 0 81
Embr oider ed cr ew neck sweat shir t
0 2 G uidelines: Applications
Planned Parenthood
Appendix:
01
02:
Images: plannedparenthood.org unsplash. com
Images: plannedparenthood.org unsplash.com
Content : plannedparetnhood.org
Content : plannedparenthood.org npr.org politifact .com
Visual Strategy G uide 0 83 Sources
Design: Dana Van Et ten Instit ution: Academy of Ar t Univer sity Inst ructor : Anitra Not tingham