BRAND GUIDELINES
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TABLE OF CONTENTS MISSION STATEMENT
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BRAND PERSONALITY
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THE RISE LOGO
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TAGLINES
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SIZE SPECS
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COLOR SPECS
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USAGE EXAMPLES
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THE RISE IDENTITY
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COLOR PALETTE
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TYPOGRAPHY
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IMAGERY
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RISE MISSION STATEMENT Our mission is to empower women, girls, and families in India and the Democratic Republic of the Congo. By supporting women and girls with living wages and education, we allow them the opportunity to gain power and a voice in their communities.
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BRAND PERSONALITY POSITIVE
As its name implies, the Rise brand is about looking up. It’s message is uplifting. The Rise brand does not emphasize saving women and girls from dire situations, but rather emphasizes empowering them to achieve their goals and change their status within their communities.
FRIENDLY
The Rise brand is approachable. Rise makes empowering others a simple (and delicious) process. In lieu of preaching to consumers about morals, the brand emphasizes how Rise consumers are part of a community, where all benefit (including the farmer, the consumer, and the student receiving an education).
COMMUNAL
The Rise brand emphasizes community on both a local and global scale. The brand fosters connections between consumers in the United States and farmers/students in the Congo and India.
EMPOWERING
Not only does Rise empower women farmers with fair wages and girls with valuable educations, it also empowers the consumer by allowing him or her to affect positive change in India and the Congo.
NOURISHING
The Rise brand nourishes consumers with fine coffee, tea and food. It nourishes minds by funding girls’ education in India and the DRC, and educating American consumers about Inida and the DRC. It nourishes global and local connections between women, girls, and those who are passionate about gender equality.
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THE RISE LOGO THE RISE LOGO
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TAGLINES The logo most often appears with a tagline underneath. All taglines start with “for” except the tagline “A cafe that changes lives.” All taglines should be set in Meta Bold.
The tagline text should always be centered below the letters of “rise” in the logo.
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SUGGESTED LINES A CAFE THAT CHANGES LIVES
FOR COMMUNITY
FOR FAIR TRADE COFFEE
FOR THE AVASARA COOP
FOR FAIR TRADE TEA
FOR THE JOYEUX TERRE COOP
FOR EDUCATION IN INDIA
FOR EMPOWERMENT
FOR EDUCATION IN THE DRC
FOR WOMEN
FOR COMMUNITY
FOR GIRLS
FOR INDIA
FOR HOPE
FOR THE DRC
FOR EQUALITY
FOR FAMILIES
FOR OPPORTUNITY
FOR KIVU
FOR JOY
FOR RAJASTHAN
FOR EDUCATION
FOR A VOICE
FOR FAIR TRADE
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SIZE SPECS The logo must be at least 0.6 inches (1.52 cm) high and 1.5 inches (3.81 cm) wide. Do not change the height/width ratio of the logo, at any size. 1.5” 0.6”
The tagline should be no more and no less than one tagline height below the bottom of the logo.
0.24” 0.24”
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Tagline should be 1/3 to 1/2 the height of the body height of the “r” in the logo. Largest tagline proportion allowed:
0.54” 0.27”
0.27”
Smallest tagline proportion allowed:
0.54” 0.18” 0.18”
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COLOR SPECS The black and white version of the logo (below) may only be used in situations where color is not and option.
The default logo and tagline color should be Pantone 2975 C. This should be used in instances where the logo is not integrated within imagery (such as letterheads).
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In instances where logo is integrated within imagery (packaging, website, menus etc.) the color of the logo should blend with the imagery and not clash. In most cases the logo will be blended with the color of a sky, and situated behind a horizon line. Though the logo must blend with the image, the difference between the logo color and background color should be significant enough to make the logo easily legible. The letters of “rise” in the logo should always be negative space, revealing the background behind the logo. One way to blend the logo successfully is to begin with the logo in Pantone 2975 C, and multiply the logo against the image in Photoshop (this was done for the images below).
If the tagline and the logo are on different backgrounds (left) the tagline letters should be the same color as the “rise” letters/ background behind the logo. If the the tagline and logo are on the same background (right) the tagline letters should be the same color as the logo.
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USAGE EXAMPLES
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THE RISE IDENTITY
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COLOR PALETTE The two most commonly used colors in the Rise identity:
Pantone Process C Black Use as a
Pantone 2975 C Use as the default
text color and as a background color
logo and tagline color.
for light窶田olored text. The Rise identity employs colors that reference nature. Because Rise uses much horizon imagery, the colors of the identity are inspired by the colors of ground (including coffee fields, tea fields, and the landscapes of Kivu and Rajasthan) and sky (including sunrise, sunset, and everything in between). Commonly used colors in the rise identity:
C:75 M:67 Y:72 K:81 R:40 G:59 B:29
C:0 M:69 Y:65 K:0 R:243 G:115 B:90
C:1 M:0 Y:6 K:0 R:252 G:252 B:240
C:34 M:74 Y:100 K:36 R:123 G:66 B:28
C:3 M:43 Y:24 K:1 R:235 G:161 B:162
Other colors may be used in creating designs for Rise, as long as they feel natural/reference a landscape or sky. Colors that have a synthetic feel, such as bright neons, may not be used.
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TYPOGRAPHY Primary typeface — Meta Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*() +[]\{}|:;’:”<>?,./ Meta should be used for headlines. Headlines should be in all caps. Avoid using weights other than bold.
Secondary typeface — Gotham
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*() +[]\{}|:;’:”<>?,./ Gotham should be used for copy. Use primarily Gotham Book. Bold may be used for emphasis. Use other weights sparingly.
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IMAGERY Rise imagery focuses on horizon lines. Horizon lines complement the use of the Rise logo and reference the brandâ&#x20AC;&#x2122;s positive and aspirational personality. Horizon lines can be literal, or they can be represented by some other type of element that creates a line across the image, such as a counter or desk.
Literal Horizon
Figurative Horizon
Rise imagery combines photographic and handcrafted elements. Rich photography engages the viewer and allows her to imagine the fields across the world where Rise coffee and tea are grown. Photographs of the women in the cooperatives and of the girls who receive funding for their education help to connect the Rise consumer with the global community that Rise fosters. The handcrafted elements (such as water color and ripped canvas textures) in Rise imagery reference that Rise coffee and tea is harvested by hand. The combination of photography with handcrafted elements makes Rise imagery stand out among other nonâ&#x20AC;&#x201C;profits. Therefore it is important that all Rise imagery employ this unique combination to some extent. Rise imagery is focused on three locales; Kivu, Rajasthan, and Cincinnati. By using imagery from these three locales, Rise emphasizes how these places, though far from each other in geographic distance, are part of a close community through the Rise organization. The production and consumption of fine tea and coffee, along with a passion for the empowerment of women and girls, connect these three locales. It is important that these places are positively represented in Rise imagery.
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Kivu
Rajasthan
Cincinnati
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