It starts with play.
Standards January 2014
Welcome! Welcome to the KaBOOM! style guide. Consistency is key in defining and reinforcing a brand. From colors and fonts to word choice, this guide will help you to be an active participant in building and mainlining the KaBOOM! brand.
If you have any questions about the KaBOOM! brand, please contact the marketing and communications department.
Logo Reflecting the “burst� of energy that occurs when individuals and communities take action for play, the KaBOOM! logo is at the heart of our brand. Extreme care should be taken to maintain the integrity of the logo. This includes, but is not limited to, color, proportions, and the quality of reproduction.
This secondary version of the logo should only be used on the official KaBOOM! T-shirts and sweatshirts, and must not be used without the permission of the marketing and communications department.
The KaBOOM! logo (continued)
Clear Space The empty area surrounding the logo on all four sides is called the clear space. The clear space should be equal to the height of the tagline.
Logo Colors The color mixes for printing on uncoated and coated paper, as well as for online use, are indicated below.
Orange 2603 CP: 72, 99, 0, 3 2603 UP: 54, 81, 0 0 RGB: 242, 106, 36 HEX: #F26A24
Yellow 2603 CP: 72, 99, 0, 3 2603 UP: 54, 81, 0 0 RGB: 252,121, 81 HEX: #FCB515
Purple 2603 CP: 72, 99, 0, 3 2603 UP: 54, 81, 0 0 RGB: 119, 41, 127 HEX: #77297F
Black
Note: the KaBOOM! tagline reverses to white when on a dark background.
The KaBOOM! logo (continued)
Logo on T-shirts The KaBOOM! logo frequently appears on T-shirts that are produced by our community partners. If the number of colors is limited, there are four one color options for them to choose from as show below. All shirts that include the KaBOOM! logo must be approved by the marketing and communications department.
White
Black
Note: Ideally, the KaBOOM! logo will print in four color.
Purple 2603 CP: 72, 99, 0, 3
Orange 2603 CP: 72, 99, 0, 3
The KaBOOM! logo (continued)
Logo Placement and size The KaBOOM! logo should always appear to the left of any accompanying logos, or at the top if the logos are stacked. The KaBOOM! logo should be equal in visual weight to the other logo(s).
The KaBOOM! logo (continued)
Incorrect uses of the KaBOOM! logo To maintain the integrity of the KaBOOM! logo, avoid making any alterations including the following:
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Do not place
Maintain the
Background color
the logo on an
proportions of the
is too close in
angle.
logo.
value to the logo color.
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No registered trademark.
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Unapproved color
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Smaller than minimum required size
Color Palette
Color Palette The KaBOOM! color palette consists of the following three colors.
Primary
Secondary
Tertiary
Purple 2603 CP: 72, 99, 0, 3 2603 UP: 54, 81, 0 0 RGB: 119, 41, 127 HEX: #77297F
Orange 2603 CP: 72, 99, 0, 3 2603 UP: 54, 81, 0 0 RGB: 242, 106, 36 HEX: #F26A24
Yellow 2603 CP: 72, 99, 0, 3 2603 UP: 54, 81, 0 0 RGB: 252,121, 81 HEX: #FCB515
Color Ratio Purple is the primary brand color and should be weighted more heavily than yellow or orange. Refer to the chart below for a general sense of proportion when determining the ratio of colors.
Typography
Typography AG Book Rounded Pro is the primary KaBOOM! typeface. The only time this font may be substituted is when working in a non-graphic environment such as PowerPoint or Microsoft Word, or for an online property.
Recommended weights AG Book Rounded Pro Bold abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz AG Book Rounded Pro Regular abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz AG Book Rounded Pro Italic abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Headlines should be in sentence case.
Headlines should always be AG Book Rounded Bold and 20 pt or larger.
Protecting the joy of childhood Yes, play—in all of its forms—is a powerful thing. According to a quantitative study from Insight Strategy Group, parents and children both see play as a way to relax and get rid of stress—as well as a solution to boredom. And for good reason—the most important thing to remember about play is its simplest definition: play is fun.
Body copy should always be AG Book Rounded Regular.
Online & non-graphic typography Arial may be used when working in a non-graphic environment such as PowerPoint or Microsoft Word. It also may be used for online purposes if it isn’t possible to use AG Book Rounded Pro.
Photography
Kids at play In the KaBOOM! brand, blue sky represents optimism and possibility. “The sky is the limit!� Similarly, green grass represents open space where active play transpires. Therefore, whenever possible, our photos should be shot looking up at a blue sky or looking down at green grass. Additionally, because we want the focus to be on children, when the photography is telling a story about play, no adults should be included.
Attributes Every photograph of children used in KaBOOM! materials should reflect the following attributes: Genuine. Our photographs should reflect real people participating in real activities. The subject’s expressions and activities should look natural and not posed. Positive. Expressions should be positive and covey the joy of play. Playful. Children playing is at the core of everything we do, therefore, depicting children engaged in playful activities is essential. Active. We don’t just want kids to play, we want them to engage in active play. Active play can be anything from kicking a soccer ball to blowing bubbles to participating in an art project. Unconstrained. The majority of our photos should depict kids playing outdoors in areas that are unfenced and convey a sense of openness. Uncluttered. To keep the focus on children and play, the photography should be simple and uncluttered. Any potentially distracting elements should be removed from the shot. Diversity. Our goal is to bring play to all children, therefore, it is essential that we represent all races throughout our materials. If an individual child is pictured, that child should be a minority.
KaBOOM! Photography (continued)
Builds Photographs of KaBOOM! builds should convey both the hard work and the fun that is a part of the volunteer experience. Subjects should appear to be enjoying themselves and the viewer should get a sense of the camaraderie on the Build.
Attributes Every photograph of children used in KaBOOM! materials should reflect the following attributes: Genuine. Our photographs should reflect real people participating in real activities. The subject’s expressions and activities should look natural and not posed. Diversity. It is essential that we represent all races throughout our materials. If an individual is pictured, that person should be a minority.
KaBOOM! Photography (continued)
Treatment A photo of a joyful child at play has the power to speak volumes about our mission and vision. There are three ways that photos can be included in materials as follows.
1
Large photo bleeds off either left and right or top and bottom of the page. The alternate sides can be angular to add dimension to the piece.
Large photos bleeds off the page. The shapes are rectangular.
2
KaBOOM! Photography (continued)
Treatment (continued)
3 Smaller photos may be stacked to give the appearance of activity beyond the visible photo. The photos may be stacked either vertically or horizontally using the exact placement as it appears on this page. Stacked photos that are on a white background should have a 10% grey border.
Writing
Email Email is a ubiquitous form of communication that provides us with the opportunity to show consistency and adherence to our brand.
All text should be Arial, 13 point.
Dear Oliver, We are very excited to hear about all the great work you are doing to bring play to the kids in your neighborhood! We also appreciate your willingness to share your ideas with others. I’m sure you will be an inspiration to many. I look forward to speaking with you in person next week. In play, Evie
Evie Trent Manager, Play Innovation 4301 Connecticut Ave., NW Suite ML-1 Washington, DC 20008 (202) 464-6422 www.kaboom.org // Twitter: @kaboom KaBOOM!. It starts with play.
This is the only information that should be included in your email signature.
(First Name) (Last Name) (Title) (Street Address) (Suite) (City) (State) (Zip) (Telephone Number (xxx) xxx-xxxx) www.kaboom.org // Twitter: @kaboom KaBOOM!. It starts with play.
Please do not personalize your email signature by adding icons or imagery, including photos in the top right corner of the email header.
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