Village to Clinic Brand Standards Manual by Hayley

Brand Standards Manual

CONTENTS 01

Introduction

Logo System

Stationery System

External Application

INTRODUCTION

OUR BRAND We are a not for proďŹ t organisation that is passionate about improving the living standards of those in need in third world countries. Village to Clinic is a fundraiser event which involves participants completing the Tongariro Crossing as an individual or in teams. The idea was initiated in response to a need in a village in Afghanistan for a recovery home. Our brand image has been designed to express energy, urgency, vibrancy, excitement, health, athleticism, boldness, youthfulness, and quirkiness. Our brand strategies involve a friendly and personal approach that we hope will encourage people to get involved and enourage sponsors to contribute and donate towards the cause.

INTRODUCTION

HOW TO USE THIS MANUAL We take pride in our brand. To ensure our brandâ&#x20AC;&#x2122;s image is protected, strengthened and enhanced this brand standards manual has been produced. It is for anyone who intends to use our logo and branding system. This brand standards manual contains useful information regarding how to use our logo and how the design of our brand image functions. Please carefully read and follow the provided standards.

IF YOU HAVE ANY QUESTIONS REGARDING OUR BRAND STANDARDS PLEASE CONTACT OUR HEAD OFFICE:

Aroha Design Ltd. +64 7 827 1950 info@arohadesign.com

INTRODUCTION

02 LOGO SYSTEM

INSPIRATION Our logo is inspired by many different aspects relevant to our brand’s core values and purpose. The circular motif that pulls the entire design together and contains all the elements refers to a compass - a symbol of navigation. This relates to the concept of the locals in Afghanistan who travel huge distances to find a clinic that can attend to their medical needs. The dotted lines make reference to a highlighted track or on a map, which the participants in the fundraiser will need to follow. The mountain symbol is inspired by the main setting of the fundraiser, Tongariro National Park, which is home to three spectacular mountains in New Zealand (Ruapehu, Ngauruhoe, and Tongariro). The focus is on Mt. Tongariro, which is where the Village to Clinic will be held. The distinct volcanic tip of Mt. Tongariro has been accentuated, and also relates to a heart beat rate to include the medical and health support the local Afghanistanis seek when they set out on their long voyages. Finally, the wrap around ribbon that contains the text refers to a finish line, like the one participants will pass once they’ve completed the Village to Clinic Tongariro crossing.

LOGO SYSTEM

FINISH

TYPOGRAPHY Typography plays a crucial role in a brandâ&#x20AC;&#x2122;s identity. Choosing a type family speciďŹ c for a brand creates consistency and strengthens the brand image. The main ideas our brand aims to express through the typography is to be: bold, energetic, youthful, fun, quirky, exciting, and friendly. The logo typeface (Cocogoose Regular) was chosen based on its ability to portray these attributes, and its appropriateness for our target audience. The body text font (Aller) is very legible and nicely supports the heading typeface, but still contains quirky type treatments that reinforces a fun and friendly vibe.

LOGO SYSTEM

I AM A HEADING ABCDEFGHIJKLMNOPQRSTUVWXYZ 01234567890!#$%^&*()?.,

COCOGOOSE REGULAR Cocogoose Regular is the typeface used for the logo. It can also be used for main headings.

I am body text ALLER REGULAR

abcdefghijklmnopqrstuvwxyz

Aller Regular is used for any body text (eg. in a publication,

ABCDEFGHIJKLMNOPQRSTUVWXYZ

or on a website).

01234567890!@#$%^&*()?., I AM A SUBHEADING

I am used for impact

...me too ALLER BOLD & ITALICS

ABCDEFGHIJKLMN OPQRSTUVWXYZ 01234567890 !@#$%^&*()?.,

abcdefghijklmn opqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ 01234567890 !@#$%^&*()?.,

Aller Bold can be used as a subheading (capitals only). Aller Bold and Italics can be used when wanting to highlight certain information or to create impact within the body text.

COLOUR Consistency is a key factor in building an eﬀective brand visual identity. The psychology behind colour is phenomenal. Colour can hugely impact a viewer’s mood, thoughts and feelings. Using colour to establish a brand image is greatly beneﬁcial to creating consistency and a recognisable feature to trust, however it must be applied appropriately. Our brand uses two main colours in our logo, combined to create an energetic gradient that can be used for multiple elements within our brand image. The colours were chosen for their ability to express qualities such as vibrancy, energy, excitement, health and athleticism.

LOGO SYSTEM

VTC ORGANGE

VTC Orange is the main brand colour. It is the lighter shade of

C 4 M 82 Y 100 K 0 R 231 G 82 B 0 HEX #E75200

the gradient. Use VTC Orange for the main headings, and as the block colour when using a gradient for the logo is inappropriate

VTC RED

VTC Red is the darker shade of the gradient. It can be used as

C 25 M 92 Y 99 K 20 R 159 G 49 B 35 HEX #9F3122

a block colour background for variation in designs, but do not use it as a block colour for the main logo (which is to remain in the gradient, or block VTC Orange)

DARK GREY Use a dark grey (90% K) for

C 0 M 0 Y 0 K 90 R 64 G 64 B 65 HEX #404041

all the supporting text, or as a background. Do not use a full black unless the whole design is required to be in black and white

GRADIENT & SHADOWS The following page shows the settings used for the logo. These same settings are to be applied when creating gradients or shadows for design elements used in promotional material and other branding aspects. It is important that these settings are strictly followed in order to maintain a consistent brand image.

LOGO SYSTEM

VTC ORANGE

GRADIENT VTC Orange is to always be positioned at the highest point of a design element, with VTC Red at the lowest point. The 50%

gradient slider is exactly in the centre of the two colours.

VTC RED

INNER & DROP SHADOW MODE: Normal COLOUR: VTC Red OPACITY: 100% DISTANCE: 0mm SIZE: 3mm

EXCEPTION An exception to the shadow settings is within the logo design. The shadow eﬀect must be scaled with the logo to remain eﬀective with the detailed design.

VERSIONS The brand will exist in many different contexts, therefore must be flexible enough to remain effective and recognisable in all contexts in which it will be applied/seen. For example, the design still needs to work if it is only in black and white, or without a gradient. The following pages present versions of our logo that can exist within our brand image.

LOGO SYSTEM

A - WHITE WITH DROP SHADOW ON GRADIENT Main logo

B - COLOUR WITH INNER SHADOW ON WHITE Colour: VTC Orange ( no gradient)

C - SECONDARY LOGO Text only version: VTC Orange, White on VTC orange, VTC orange on bottom half of gradient

D - BLOCK COLOUR Colour: VTC Orange

E - WHITE SIMPLE ON VTC ORANGE (no drop shadow)

F - BLOCK COLOUR ON GRADIENT The logo must be positioned within the bottom half of the containing object, and meet clearspace requirements.

LOGO SYSTEM

G - WHITE WITH DROP SHADOW ON GRADIENT GREYSCALE

H - GREYSCALE

I - BLACK AND WHITE BLACK BACKGROUND

J - BLACK AND WHITE WHITE BACKGROUND

REQUIREMENTS & RULES Guidelines for using a logo are set in place to ensure the design is well presented and remains consistent in all contexts. Clearspace, minimum size, doâ&#x20AC;&#x2122;s and donâ&#x20AC;&#x2122;ts are all rules that have been established to protect and enhance our brand image, and it is important that the following are not broken.

LOGO SYSTEM

CLEARSPACE MAIN LOGO The presentation of a logo is enhanced by maintaining a clearspace around it. The clear space (indicated by the dashed lines) is deďŹ ned by the height of the mountain symbol found in the logo. Do not violate this space.

CLEARSPACE

(CONT.)

EXCEPTION If the logo is placed in a circle shape then there are seperate clearspace rules. The top and bottom border of the containing circle must be a minimum size of the mountain symbol found in the logo. Do not violate this space.

SECONDARY LOGO The clearspace for the secondary logo (indicated by the dashed lines) is deﬁned by the width of the ‘L’ found in the logo. Do not violate this space.

LOGO SYSTEM

MINIMUM SIZE MAIN LOGO Do not reduce the size of the logo to under 19.5mm wide. Anything below this measurement will risk illegibility and become unrecognisable. If the logo is displayed at this size, then the â&#x20AC;&#x2DC;Block Colourâ&#x20AC;&#x2122; logo version

19.5mm

must be used (the full colour drop shadow version is too detailed for this size).

SECONDARY LOGO Do not reduce the size of the secondary logo to under 26mm wide. Anything below this measurement will risk illegibility and become

26mm

unrecognisable.

DO NOT...

A - STRETCH OR DISTORT

B - ROTATE

C - CHANGE THE COLOURS

D - ALTER ANY OF THE ELEMENTS OF THE DESIGN

LOGO SYSTEM

DO NOT...

E - USE ANY GRADIENT SETTING DIFFERENT TO THE ONE SPECIFIED IN THIS MANUAL

F - USE ANY SHADOW SETTING DIFFERENT TO THE ONE SPECIFIED IN THIS MANUAL

STATIONARY SYSTEM

STATIONERY ELEMENTS Every aspect of a brand should follow the brandâ&#x20AC;&#x2122;s image. The following pages outline the stationary elements for our brand. This includes: letterhead (front & back), business card, compliment slip, CD Case & Disc. Each element has been carefully designed to ensure they follow the logo and branding rules so they create a sense of consistency and a distinguishable image.

STATIONERY SYSTEM

LETTERHEAD TEL 0800 898 424 FAX 0800 898 242 EMAIL info@villagetoclinic.org.nz WEBSITE www.villagetoclinic.org.nz

SIZE Standard A4 FRONT

Dear Mr. Hamilton,

BODY TEXT:

It is with great pleasure that I oﬀer your organization an opportunity to become a valuable sponsor of the “Village to Clinic” fundraiser, which will be held in February 2015. We have been organizing this event for the past year, and are seeking sponsors to support this worthy cause.

Font: Aller Regular

Village to Clinic aims to raise funds for a recovery and care home in a village in Afganistan. Many locals in need of serious medical care travel days (by foot, truck, vehicle, donkey) to receive treatment. Patients that are admitted to the medical clinic receive a bed, but those who aren’t, along with their carers, do not. The goal is to build a home that can accomodate these people, providing them with a bed and two meals a day for only $5.00NZD.

Font size: 9pt Leading: 13pt Colour: 90% Black

The event will consist of participants walking or running the Tongariro Crossing (in teams, or as individuals). We aim to raise $30,000.00NZD in order to cover costs of sending a small team out to the village in Afghanistan, building materials, labourers, furniture, bedding, staﬀ, and food.

SIGNATURE TEXT:

We request you to come forward and contribute not only in terms of monetary funds, but also by donating products to be given as prizes to the winners of the event. We would be grateful if you sponsor us in this noble cause.

Font: Aller Bold Font size: 9pt

A contribution form has been enclosed along with the letter. If you want more information, you are free to contact me on +64 7 858 2900. Your sponsorship and support would help us immensely in our noble attempt. Thank you for your support in advance.

Leading: 13pt

Sincerely,

Colour: 90% Black Amie Wilson Manager, Village to Clinic

TITLE TEXT: