december 2019 brand style guide
HEART OF GOLD MEMORIAL FUND BRAND STYLE GUIDE
welcome to Heart of goLd We started the mission in Margaret and Tim Peter’s memories, who passed from cancer and heart disease. Our local outreach is uniquely designed so that the people we serve in our community are uplifted by the same type of hope The Peters Family manifested to help cope with severe illness. In 2019 we felt the pull to touch more people and expand the impact. Therefore, to connect and inspire more people to support the mission, we needed to clarify the message. We created a new brand identity that that best communicates how deeply we care about our work, our community, and the organizations we partner with. We appreciate your respect and collaboration to maintain our identity intentionally and consistently to truly capture the essence of our brand.
uplift healing hearts Heart of Gold Memorial Fund works with the Cincinnati community to uplift those coping with heart disease and cancer.
our pillars Joyful. We believe in the power of joyful healing for those coping with serious health conditions, giving care, and to those who have lost loved ones. Local. We make the most impact through one-to-one experiences and personal connections. Transparent. We promise to put 100% of all donations straight to the mission of spreading joy and the programs that will make the most impact.
table of contents
our personality The character traits below represent the human nature and values of our brand. It is how we consistently behave through all experiences so the people we touch feel comfortable and familiar with us. Joyful. We choose to serve with a joyful and grateful heart shedding light on hope and optimism where possible. Local. We value community-based partnerships and like working together to extend the mission. Sincere. We come from a place of empathy and are deeply passionate about the cause. Transparent. We graciously give every donation back to the mission and work to prove its impact. Polished. To pay respect to every donation and the seriousness of the need, we approach our mission work with poise and polish.
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Logo Design Primary Logo Variation Logos Logo Spacing + Size Restrictions
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Typography Primary Fonts Font Usage
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Color System Color Palette Primary Logo Color Genres
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Illustrations Iconography Patterns
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Photography Photographic Style Photographic Background + Framing
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Applications Merchandise Web Design
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LOGO DEsIGn
01 logo is the touchstone ourbrand brandand andaavaluable valuable asset asset OurOur logo is the touchstone ofofour to help people recognize andremember rememberus. us.Maintaining Maintaining its to help people recognize and integrity integrityand andconsistency consistencyisisessential. essential.
1. Primary | 2. Variation Logos || 3. Logo Spacing + Size | 4. Restrictions 1. Primary Logo Logo | 2. Tano Concept Logos
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HEART OF GOLD MEMORIAL FUND BRAND STYLE GUIDE
primary logo Say hello to the new Heart of Gold Memorial Fund! Joyful, transparent and full of possibilities, the new logo speaks to the fact that while we may be keeping up with the times, we are staying true to our values and standards. The custom script font of “Heart of Gold” helps to symbolize our commitment to sincerity and joyfulness, keeping us grounded at our roots. Pairing this with the sans-serif font of “Memorial Fund” brings in a polished and modern touch. The icon can be translated as both the letter G in “Gold” and heart shape, together they are a heart of gold. The logo’s rich primary colors offer a clear and timeless feel to appeal to every age group and gender. The saturated blue color gives balance and more depth than a traditional all-black typographic style.
ONE COLOR
ONE COLOR REVERSED
variation logos Just as we do, our logo offers flexibility and can adapt to different environments and audiences. While the primary logo should be used as often as possible, we are prepared with alternatives to ensure our logo is legible and compatible within various spaces. We offer a total of four logo variations as secondary marks. They are to be used when the primary logo is not a good fit. The icon with “Heart of Gold� is to be used in small spaces like a social media avatar, while the icon alone can also be used in small spaces and as a graphic element which you will see demonstrated throughout this guide.
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HEART OF GOLD MEMORIAL FUND BRAND STYLE GUIDE
logo spacing + size Our logo embodies our brand. It is the brand summed up in one neat little package. Therefore, the logo must stay intact at all times to be perfectly legible and without obstructions. The clear space around the logo is the empty space that should always remain untouched by other typography and graphics. The logo needs to be a hero easily standing out when used. Use the width of the icon to measure the minimum amount of clear space allowed on each side of the logo. To preserve legibility the locked up logo should never be scaled smaller than 1.5� horizontally. If there is a space smaller than this where a logo is needed use a stacked variation or the icon alone.
Whenever you use the logo, it should be surrounded with clear space to ensure its visibility.
1.5� If you use the logo icon as a single object, it also needs clear space all around.
restrictions Our logo is very important to us and we have put a lot of thought and love into designing it just right. We ask that designers and users respect the thought and craftsmanship that has gone into the logo by keeping it in its pure form and within the rules as outlined in this guide. Don’t rotate or distort the logo in any way - that includes adding unnecessary and unattractive text decorations like drop shadows or outlines. Here are a few examples of some ways you should never consider using the logo.
DON’T rotate the logo
DON’T crop elements
DON’T outline elements
DON’T stretch the logo
DON’T add effects
DON’T change colors
DON’T use on similar colors
DON’T interrupt with graphic
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Typography
Typography is 95% of design - it’s a driving force in all forms of communication art.
1. Primary Fonts | 2. Font Usage
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HEART OF GOLD MEMORIAL FUND BRAND STYLE GUIDE
primary fonts Typography is a powerful brand tool when used consistently. Heart of Gold Memorial Fund logo utilizes two main typeface families; Swistblnk Moabhoers Bold and Cocogoose Bold. The glyphs in the logo itself have been custom created and manipulated from the script font, Swistblnk Moabhoers Bold. The first brand font is Swistblnk Moabhoers Bold, a bolder, handmade typeface that is used for headings in print, posters, billboards and web applications. While the font, Swistblnk Moabhoers Bold offers plenty of letter glyphs to be used at any time, never use more than once per word. To access these, simply cap that specific letter. The second is Cocogoose Bold, a sans-serif thick line weight typeface used for a sub-headline, but legible for medium bodies of copy, but no more than two sentences. Always use in upper case. The third font in the brand in DIN Next Light, this is used primarily for large bodies of copy like this paragraph. It can be used in upper and lower case.
SwisTblnk Moabhoers BoLd ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
COCOGOOSE BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
DIN Next Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
font usage
Heart of goLd UPLIFTING HEALING HEARTS Heart of Gold Memorial Fund works with the Cincinnati community to uplift those coping with heart disease and cancer.
Swistblnk Moabhoers Bold is only to be used for prominent headlines and should never be smaller than 15 point size. Kerning or character spacing should be set to auto. And line spacing between the headline and the subhead should always be 42 point. When Cocogoose Bold is used for sub-heading it should never be smaller than 15 point. Kerning or character spacing should be set to auto. And line spacing between the headline and the subhead should always be 34 point. When DIN Next Light is for body copy it should never be smaller than 8 point. Kerning or character spacing should be set to auto. And line spacing between the headline and the subhead should always be 12 point. To the left, we have demonstrated how to use all three fonts together.
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coLor sYstem
Color influences behavior and decision making and can impact the way people perceive our brand in ways that aren’t always apparent, such as how certain hues can evoke feelings of polished, cleanliness, classic, warmth and welcoming. 1. Color Palette
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HEART OF GOLD MEMORIAL FUND BRAND STYLE GUIDE
color palette Color is an integral part of brand identity. Consistent use of the color palette will not only reinforce the cohesiveness of the brand, but color also serves a psychological purpose by communicating a certain feeling to our audience. The colors in this palette were all selected with a specific meaning; the pale pink color communicates love/heart, while the dark blue and gold can be credited to Tim Peter’s love for Notre Dame. The warm grey gives more depth to the palette than a traditional white, and the deep orange gives warmth. Our color palette does not have set primary colors, as any combination can be used together at any time. This palette communicates our happy, clear, trusted, and timeless approach. In addition to these colors, we allow tints and tones of each to be used within the brand.
C12 M10 Y16 K0 R222 G218 B207 HEX #dedacf
C18 M36 Y42 K0 R208 G166 B142 HEX #d0a68e
C6 M28 Y63 K0 R238 G187 B115 HEX #eebb73
C25 69 Y87 K14 R171 G94 B54 HEX #ab5e36
C83 M62 Y57 K51 R34 G56 B62 HEX #22383e
logo color genres
We want to make sure that our Heart of Gold Memorial Fund logo can find a home on any surface. For this reason, we offer different color genres that include a full-color, one color (black), and one color reversed (white). These are demonstrated on this page. When used on dark-colored backgrounds and the yellow of the full-color logo is still visible we offer the option of re-coloring the dark blue of the icon and “memorial fund� to white. This is demonstrated in the merchandise mockup on page 28. These vector files have been saved in the shared drive folder as well as exported as clear PNG’s to easily place as needed.
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IllusTrations
Illustration is a powerful brand cue that can reinforce primary messages and make the complex simple in our communications.
1. Iconography | 2. Patterns
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HEART OF GOLD MEMORIAL FUND BRAND STYLE GUIDE
iconography The icons are pictograms displayed on-screen or print layout to help navigate through content. Icons are digitally-drawn and filled in with two colors in our color palette. The icons should never have any other colors from outside the palette but any two colors in the palette may be interchanged or be used on like-colored backgrounds. Use on white-colored backgrounds when possible.
patterns To fully create the Heart of Gold Memorial Fund identity; the brand uses a combination of polished box-like patterns and icons that support the principles already established by the logo, color, typography, and photography. The main idea is creating elements that support a joyful, local, sincere, transparent, and polished personality. The icon from the logo can become a “wallpaper-like� texture that repeats to show that we are always combining each of the strengths to deliver the best quality of work possible. To keep designs unique but still consistent with the brand identity, the repetitive icon can be pulled out and used on their own as we have done throughout the guide with the repeating icon in the separating page spreads. Never redraw or use a similar icon, it has been hand-drawn and will serve as an individual, and recognizable stamp to the brand.
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PhotoGrAphy
Our visual system uses photography to convey our brand personality and establish a meaningful emotional connection with the people it touches.
1. Photographic Style | 2. Photographic Background
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HEART OF GOLD MEMORIAL FUND BRAND STYLE GUIDE
photographic style The photographic style of Heart of Gold Memorial Fund mirrors the tone of happy, clear, timeless and trust that the brand embodies. To ensure our images represent our brand and, in turn, engage viewers and help them feel part of the experience, make sure the photographs: • Utilize bright, natural lighting with extra exposure when necessary • Capture authentic moments of enjoyment • People should be shown at ease rather than staged to show authentic moments • Viewers should feel as if they were in the photographs themselves • Present natural environments • Utilize the colors of the environment to bring in warm tones that compliment the color palette when possible
photographic background + framing Photos can be used as a whole rectangle or square image in combination with the patterns, colors, textures, fonts, and logo icon. An overlay color can be used in front of a photo or used as a background. Either way, these photos should primarily be full color for better visibility and relatability.
Memorial GaLa
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ApplicatioNs
Our brand can be brought to life in various applications. From digital presentations to merchandise and signage, the same brand style guidelines apply.
1. Merchandise | 2. Web Design
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HEART OF GOLD MEMORIAL FUND BRAND STYLE GUIDE
Merchandise Merchandise should be products that are relevant to Heart of Gold Memorial Fund and could include hats, mugs, t-shirts, notebooks, water bottles, gifts, awards, etc. Most merchandise should have white or very light-colored materials so that the full-color logo can be used. If a dark color is chosen used the reversed color logo that we have demonstrated here. The icon is always encouraged to be used as design elements to draw attention and bring consistency to your brand.
web design The website design of Heart of Gold Memorial Fund should embody every design element discussed in this style guide, from the correct application of typography, color palette, icons, patterns, and photographic style. See a glimpse of the desktop and mobile homepage design on page 29.
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HEART OF GOLD MEMORIAL FUND BRAND STYLE GUIDE | MADE BY ELLIE BRANDS | © 2019