2018 BRAND GUIDE
ii | Kidsburg Brand & Style Guide
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Contents Who We Are Identity Elements Color Typography
01 05 17 22
Image Library Stationary Social Media Brand Application
30 37 41 44
vi | Kidsburg Brand & Style Guide
Who We Are Core Purpose
To provide families with a community focused environment for children to learn through interactive play. What Our Logo Says
Motto
Learning is play. This is something that every child knows, so we represent it in our logo. The thrill of discovery from capturing a butterfly, the sense of play and opportunity given to guardians to teach their child at that moment, captures the metaphor of what Kidsburg is, a place for children and guardians to collaboratively learn and play together.
Learning is Play What We Stand For The memories will be obtained by providing high quality community focused activities that allow children to play through learning and interacting in a safe environment with their guardians.
Brand Statement | 01
Brand Attributes Community and Family Focused A community based learning environment for the entire family. Educational Interaction through toys and other elements of the stations will allow parents and other loved ones to interact and learn with their kids.
Fun Fun for guardians and their children that will allow everyone to create memories that will encourage them to return each winter season.
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Safe Safety is the top priority for everyone at Kidsburg. Safe from accidental harm and bullying. Without this kids can’t learn.
“ Don’t you know that everybody’s got a Fairyland of their own?” Mary Poppins
Brand Statement | 03
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Identity Elements Logo Main Brandmark Each side of the butterfly is made using a “petal� of a bright vibrant color.
Tagline Discover. Play. Educate. These three ideas are the reason we do what we do. Our mission is to create a space where children not only do these three things, but they do them at the same time.
Wide Brandmark
Identity Elements | 05
Dynamic System Correct Usage
Go and Build Just like a good building block system, each petal can be rearranged to build new shapes and symbols like these examples.
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Incorrect Usage
Avoid Overly Complex Shapes Overly complex shapes cause the petals which is the core of the Kidsburg brand to become lost causing the resulting shape to not feel on brand. Only use each petal one time to avoid creating overly complex shapes.
Identity Elements | 07
Station Logotypes
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Identity Elements | 09
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Correct Logo Usage Safe Zone To avoid confusion in and to keep our branding clear, maintain a safe zone around our logo when using it with other elements. Use the “B� from Kidsburg, at the scale which the logo will be used as a guide of what a safe distance is.
Go Zone No Go Zone
No Go Zone Go Zone
Identity Elements | 11
Single Color Variations When using a single color version of the logo, use one of the four primary brand colors, black or white.
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Incorrect Logo Usage
Color Change Don’t shift the hue of the colors or change to make it all of one color which is not part of the primary color scheme.
Identity Elements | 13
Inappropriate Transformations Don’t stretch or squish the logo. This includes the logo as a whole or individual elements such as one of the petals or words.
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“ Believing takes practice.� A Wrinkle In Time
Identity Elements | 15
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Color Four Hues, Many Combinations The kidsburg brand uses four colors: Red, yellow, green and blue. Secondary colors are created from tints and shades of a primary color. For consistency use the provided primary and secondary colors. Only when a design must use an additional color can a new one be used. All new colors must be a tint or shade of a primary color.
Color | 17
Primary Colors
Pantone 178 C
Pantone 141 C
Pantone 360 C
Pantone 985 C
RGB 25 88 93
RGB 142 199 92
RGB 108 194 74
RGB 91 194 231
Hex FF585D
Hex F2C75C
Hex 6CC24A
Hex 5BC2E7
CMYK 0 70 58 0
CMYK 0 16 65 0
CMYK 63 0 84 0
CMYK 60 0 3 0
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Secondary Colors Pantone 181 C
Pantone 1265 C
Pantone 575 C
Pantone 7459 C
RGB 129 49 47
RGB 136 107 37
RGB 103 130 58
RGB 66 152 181
Hex 81312F
Hex 886B25
Hex 67823A
Hex 4298B5
CMYK 21 93 88 50
CMYK 14 36 95 46
CMYK 55 9 95 45
CMYK 72 9 9 13
Pantone 177 C
Pantone 7407 C
Pantone 367 C
Pantone 360 C
RGB 255 128 139
RGB 203 160 82
RGB 164 214 94
RGB 108 194 74
Hex FF808B
Hex CBA052
Hex A4D65E
Hex 6CC24A
CMYK 0 54 38 0
CMYK 6 36 79 12
CMYK 41 0 68 0
CMYK 63 0 84 0
Color | 19
“ The moment you doubt whether you can fly, you cease forever to be able to do it.” Peter Pan
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Color | 21
Typography Primary Typefaces Welcome to the Museo Sans Family The Museo Sans typeface is a mega family with regular, rounded and condensed variations designed to look good when used together. The Rounded typeface is the one used for titles and headers because its soft rounded edges and clean letters are easy for children to read and also matches the aesthetic of Kidsburg.
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Use In Headers
Museo Sans Rounded 1000 Museo Sans Rounded 900 Museo Sans Rounded 700 Museo Sans Rounded 500 Museo Sans Rounded 300 Museo Sans Rounded 100
Use in Body
Museo Sans 900 Museo Sans 700 Museo Sans 500 Museo Sans 300 Museo Sans 100
Museo Sans 900 Italic Museo Sans 700 Italic Museo Sans 300 Italic Museo Sans 100 Italic
Typography | 23
Secondary Typeface When to use the Condensed Typeface Use this typeface only for body copy, and only when the primary body typeface won’t work. Using this typeface is generally discouraged, but is an option to use if the need arises
Museo Sans Condensed 900 Museo Sans Condensed 700 Museo Sans Condensed 500 Museo Sans Condensed 300 Museo Sans Condensed 100
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Museo Sans Condensed 900 Italic Museo Sans Condensed 700 Italic Museo Sans Condensed 500 Italic Museo Sans Condensed 300 Italic Museo Sans Condensed 100 Italic
Title Header 01 Header 02 Header 03 Body Copy. Aceaquamus, sa vel ium aut as accullaut explibus dellorro dolum, cum inum quis dolorum solorent ea vendenissum demqui tenimus doluptatur aute pelliqu iatur, nustectatur. Invel ipsunt, iducimi llecepera con porporepro quam, si officillecte sam rae voluptam.
Title: Mueso Sans Rounded 1000 56/60 with optical kerning. 31 points of spacing after paragraph. Left aligned. Header 01: Mueso Sans Rounded 700 37/40 with optical kerning. 26 points of spacing after paragraph unless it is immediately followed by a body paragraph. In the that situation use 14 points after a paragraph. Left aligned. Header 02: Mueso Sans Rounded 500 20/24 with optical kerning. 14 points of spacing after paragraph. Left aligned. Header 03: Mueso Sans Rounded 500 12/14 with optical kerning. No extra spacing after paragraph. Left aligned. Body: Mueso Sans 100 12/14 with optical kerning. 14 points of spacing after paragraph. Left aligned.
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Typography | 25
Title Title Title Title Header
Header
Header
Header
Header 02
Header 02
Header 02
Header 02
Header 03 Body Copy. Aceaquamus, sa vel ium aut as accullaut explibus dellorro dolum.
Header 03 Body Copy. Aceaquamus, sa vel ium aut as accullaut explibus dellorro dolum.
Header 03 Body Copy. Aceaquamus, sa vel ium aut as accullaut explibus dellorro dolum.
Header 03 Body Copy. Aceaquamus, sa vel ium aut as accullaut explibus dellorro dolum.
Invel ipsunt, iducimi llecepera con porporepro.
Invel ipsunt, iducimi llecepera con porporepro.
Invel ipsunt, iducimi llecepera con porporepro.
Invel ipsunt, iducimi llecepera con porporepro.
Color and Headings The color of the header 02 and header 03 will alternate with the color of the title and header 01. The title and header 01 can be any of the primary colors according to the design needs. The header 02 and header 03 will then use the a different color to pair with as seen in the examples above.
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How to Set Up a Document This document is set up on a 12 column grid with 14 point gutters and a 14 point baseline grid. The ideal paragraph width is 4 columns when the situation allows for it. When this won’t work, text boxes as narrow as 3 columns or as wide as 5 columns are also acceptable.
When a document is set up in this way using the typeface styling explained previously in the typography section, passages of text should look like the example below.
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facipsament quia invenis et et ex et. recati ant omnis issimus duciend empelenis et fugit officab imi, optas dolor molore que suntur?
Volore nonsecus, officiusam recto volorit, ommolec aborrum alitiis arcipsamus, cusam, cus dolestinum, volor res vellace preicid emporitate dit quisseque pe quis sed quibus di sus
et derum ut aliqui andae vit arum in nossimu sanduci pienduci assit lacearibus, simolup taspeligenim essincto Tia aut dolorro dolorum in porum lab ipitatur resti re conem essed evellaceped es et ut am apelestis eos derciendit estiost, cullam ideribust voluptati is recati ant omnis issimus duciend empelenis et fugit officab imi, optas dolor molore que suntur? nctis que dollesecto.
Typography | 27
“ Why, sometimes I’ve believed as many as six impossible things before breakfast.” Through the Looking-Glass, and What Alice Found There
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Typography | 29
Image Library Photography The Look All photos used either in Kidsburg or for the promotion of Kidsburg should feature bright vibrant colors. Photos should either feature children or things of childhood, e.g. building blocks, crayons, play-dough. Photos need to either be taken in the center or look as if they were taken in the center. Photos need to be of highest quality. Don’t use photos with the subject out of focus or is poorly exposed. Finally, photos need to be displayed at high quality resolutions. This means at least 72 pixels/ inch for web use and 150 dots/inch for print. Photos shown previously and those to follow are examples of what kind of photos should be used.
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Image Library | 31
Illustration All Illustrations
Station Illustrations
All illustrations should be flat (no strokes) in their design style and use the primary colors for the Kidsburg brand. When additional colors are needed, the secondary colors can be used. If these colors are not sufficient for the needs of the design, additional tints and shades may be derived from one of the 4 primary colors. Round all corners so they feel soft instead of hard. The exception to this rule is the petals.
Illustrations to be used as signs for new stations should use a monochromatic color scheme based off of one of the four primary brand colors, using the primary and secondary colors in its design. Only when an additional color is needed for the design, new tints and shades can based off of the primary color can be used. When designed on a 200 by 200 point square with the petal at a width of 200 points and centered on the square, the illustration should not extend past the top of the square.
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Other Illustrations Other illustrations should make use of at least two of the primary colors to avoid confusion with a station illustration and may use all four. At least one primary color should be featured prominently with secondary colors, tints and shades in supporting roles.
Image Library | 33
Pattern A Pinch of Fun The pattern makes use of the petals to reinforce the idea of discovery and play through interaction by combing the petals into unique shapes. This pattern can be used on the back of documents, on a wall, a shirt, shoes or anywhere else that could use a pinch of fun.
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“ Well, maybe it started that way. As a dream, but doesn’t everything?” James and the Giant Peach
Image Library | 35
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Stationary Envelope 9.5 by 4.13 inches Jane Doe 225 Stationary Place Rexburg, ID 83440
Learning is Play
Image Library | 37
Letterhead 8.5 by 11 inches
Contact: Jane Doe, Marketing Director Phone: (555)555-5555 Email: jane@rexburg.org
FOR IMMEDIATE RELEASE:
Grand Opening of Kidsburg A kids discovery center aims to provide a community and family focused center this winter
REXBURG, June 25, 2018— Nam ut porem et demporepel elit, se offic te laut ipsam, net omnihil electur am nonsed molor apienti tem. Di omnit odit dolupta corepre stiatem faccupta autatus eiciisquo dusani utatiae eatint aut quiant volum aut ma aut omnihil ibusdam aliquiae ommodiostin perio cuptatus ut ad ma vellore mporum, eos nonseque omnimagnis abore molorro videstr undiaes equatem porecaborum voluptaquidi tem eos eum ut vero consectes de postrum verupta tinulpa dolupta con non enihil ipsantianis quod que nat et, con nullaut voluptam qui comnimi, odis esti conseritae plabo.
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ipsam non consequi accabo. Itate et harion paribus sed quam ius sunt, tem voluptatibus dolupta commod quaturia illuptati dellestia dolest qui vella sa nonsedi psuntot atibusa quatur? Mus acesendebit ea nullit este nim eat aut inctota custe nis quis arum quias aut erias dolupta ium velit que nimilla borios volut hil maio blam, corpor at quod ut ommossi omnist quis cum apistio rectatur reiuntium la vendipi desequa tempore reresequas ressero rrorita idi cum ullaut offictur? Ciet et voluptatquat a que plit estiis ut apicat dolent odictur, simint dolestisquam fugiatais quias sandisque molorup.
### About Kidsburg Kidsburg is a children’s discovery center that focuses on creating memorable experiences for parents/guardians and their children by providing a safe and fun environment to play at together during the winter. The experiences are grounded in the community and focused on education.
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Business Card 3.5 by 2 inches Jane Doe
Marketing Director
Phone: (555)555-555 Email: jane@rexburg.org 275 Stationary Place Rexburg, ID 83440
“ I like people who make me like them. Saves me so much trouble forcing myself to like them.� Anne of Green Gables
Image Library | 39
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Social Media Style and Tone
Kidsburg Sponsored ¡
Kidsburg
Come to Kidsburg, an ideal place to play with your kids this winter!
Rexburg, Idaho
FOLLOW
Messages on social media should be relatable to parents and written in a friendly style while talking about some of the great benefits the center offers. Discover how learning is play with your kids! It can be hard to find wholesome recreational activities in the winter for your children. Kidsburg is here to help by providing the perfect place to create memorable experiences. KIDSBURG.REXBURG.ORG 200 Likes 25 Comments Like
508 likes Kidsburg Learning is play! #rexburg #play
109 Shares
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Share
Image Library | 41
“ Real isn’t how you are made,It’s a thing that happens to you.” The Velveteen Rabbit
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Image Library | 43
Brand Application Examples Uniforms Uniforms are a white polo tee with nice full-length pants. The Kidsburg logo is embroidered on the top left area and can be one of the 4 primary brand colors. The name-tags’ feature a well-taken headshot of the employee on the right and our logo on the left.
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Signage Signage should feature an image with a child at play and one of the words from our tagline in Museo Sans Rounded 1000. If room allows place the words in a white area of the sign and using a primary brand color. If the format does not allow for this then place the word on the image in white. Our logo should always be on a white background. Use a white to transparent gradient to transition from the white background to the image.
Image Library | 45
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Image Library | 47
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