Branding Guide
Changing lives, creating better futures!
Branding guide Index Executive summary Who we are History Today The project Mission Vision Values Contact us Fonts Palette The logo Misuses Style sheet Stationary Business card Envelopes Head letter Others
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Executive summary
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Who Are We:
Educating For Life is an organization creating lasting change in the lives of children in Tucuru, a small community located in Alta Verapaz, Guatemala. Recognized for our commitment to collaboration and effort, our work takes us into the heart of communities, where we help children to get a better education. Educating For Life’s culture is one of ambition, creativity, hard work, and effort. Each member and volunteer of Educating For Life shares these values that, individually or through teamwork, drive our goals for the children.
History:
Educating For Life (EFL) was created in 1999 by a group of students led by Mario Torres and Cynthia Castillo, two visionary students from Guatemala, former Walton Scholars of Harding University. In its early years, EFL was intended to help children from San Antonio El Organo, Huehuetenango. This region is one of the poorest communities in the country, lacking many basic services like good roads, running water, electricity, health centers, access to education, among many others.
Today:
In the last years, Educating For Life changed its location to Tucuru, a poor region located in the Department of Alta Verapaz, Guatemala. The team is comprised of eight officers and nearly forty Harding students. All of them with the desire to change the lives of several children through better education. After 12 years fighting to provide, EDUCATION, one of the fundamental human rights for children. We have developed an stable structure with values partnership with Manos de Amor in Guatemala.
The project
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Vision: To improve the quality of life of the children from the community through an education based on Christian values.
Mission: To demonstrate the importance of education as a way to improve the quality of life and the personal and integral growth.
Values: Respect Enthusiasm Leadership Initiative Team Work
Contact us: Henry Gonzalez President of EFL Website: http://www.educatingforlife.net76.net/ Email: iloveeducating@gmail.com Address: 915 E. Market Ave. Searcy, Arkansas 72149
Fonts
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Fonts: The font for the logo and motto is Adobe Caslon Pro. For the motto use bold. This is a thin font that shows energy. As a non profit organization we need to reflect our willingness to help with a font that is both, clear to read and elegant. For all the official documentation of the social project it is required to use Calibri because it is clear to read and most of the computers have defaulted the font. This font is not as formal as Helvetica, but at the same time has similarity in the clearness. Adobe Caslon Pro:
abcdefghijklmnñopqrstuvwxyz
ABCDEFGHIJKLMNÑOPQRSTUVWXYZ
Calibri:
abcdefghijklmnñopqrstuvwxyz ABCDEFGHIJKLMNÑOPQRSTUVWXYZ **It is allow to use any decorative fonts for broshures, flyers, etc. (Only on titles)
The logo:
is the right hand pointing to the left. Inside of the hand is written “Educating for Life” with letters in color black or white, for the white or blue logo respectively.
The Motto: The motto of Educating for life should be written in the same font of the context when its part of a text. In any other case should be written in Caslon Adobe Pro, especially in headers or when it stands by itself. One line Changing lives, creating better futures! Two lines Always use left align, even if the text is place in the right side of the page: Changing lives, Changing lives, creating better futures! creating better futures!
The palette
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Colors: In Guatemala the flag features two colors: sky blue and white. Most of the people associates any tonality of blue and white with the flag. Since the project is in Guatemala it is important to use this colors are part of our brand. It is allow to use gradients with the blue when neccesary. It is important to consider that EFL will feature mainly black for the fonts. Preferable colors:
Color
Sample
Color formula R 14 G 73 B 144
Blue
R 255 G 255 B 255
White
Reason
Blue symbolizes the trust, loyalty, PMS: wisdom, confidence, intelligence, faith, 300C and truth; matching with the vision of our organization. C0 M0 Y0 K0
In the flag, this color represents the land that is between two oceans. White is also the color of purity.
Also use the following colors when necesary :
Color Black
Yellow
Sample
Color formula R0 G0 B0 R 250 G 231 B0
Reason
Use this color when a good contrast is PMS: requiered, specially for the white logo or 6C any other use that may requiere it. Black reflects ellegancy. PMS: Use yellow when necessary, specially 102 flyers to paste around campus. It reflects the energy of EFL.
The logo
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Correct use of the logo: The white logo is preferable, but use blue where the background requires more contrast.
Always respect the proportions, shadows, colors and font of the logo. Use the .png file and always get a good contrast between the logo and the background.
To combine the logo and the motto, always put the motto in the right side. There is not an specific size proportion between the logo and the motto. But always left align the motto with only the first “C” capitalize and the “!” at the end. Always use bold for the motto.
Changing lives, creating better futures!
Changing lives, creating better futures!
Misuses of the logo
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Never change color, font or proportions:
2. Do not use a background that is distracting, or do not decorate cropping essential parts of the logo:
3. Do not write the motto in any side other than the left:
Changing lives, creating better futures!
Changing lives, creating better futures!
Changing lives, creating better futures!
Style Sheet
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Style sheet: 1. Avoid hyphens as much as possible; however, always refer to the AP style book as the reference. 2. Always use the colors mentioned before. This rule will have exceptions for holidays and special ocations. However, never change the color of the logo or use any other font for the tagline. 3. The size and attributes of the fonts can be change for advertisement purposes. However, we encourage for the official documents to use: Titles 16 and bold; subtitles 14 and bold and for regular text 14 without bold. 4. Use vertical orientation for all the official documentation. Except for statements. 5. Be aware of proper punctuation and spelling. Our goal as a project is to be professional and misspellings cause use to seem umprofessional. 6. Spell numerals one through nine and use numbers for 10 and above.
Stationary
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Business cards:
Envelopes:
Front
Back
Envelope 9 x 12
Envelope 9-1/2 x 4-1/8
Changing lives, creating better futures!
915 E. Market Ave * Searcy, AR 72149 (501) 827 5621 iloveeducating@gmail.com www.EFLguatemala.org
Friday, January 16, 2012 Samantha Yordvick 363 Blandon Crescent Tulsa, OK 19188 Dear Samantha, This is just a quick note, but it comes from my heart to yours as I head out the door for my flight to Guatemala. Thank you for your very kind gift of $100, which we received today. Your generosity will make an immediate difference in the lives of kids in Tucuru. I’m going to make sure of that on this trip. For one thing, we are going to use your gift to fund our early intervention program. Your generosity is going to help us pay scholarships for seven kids. Good education, as you know, is so vital in fighting off the poverty and illiteracy in Guatemala. You can read about this exciting initiative--and your important part in it--in the upcoming issue of our newsletter, which we will mail to you in January. Thanks again for your kindness, Henry Gonzalez President Educating for Life
Others
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Abbreviation: Educating for Life is know as EFL. It is important to consider the following guidelines to use it properly: You cannot substitute the logo text by EFL. Always include the full name at the beginning of the publication.
Cheer: Coooca cola Cola de mono Mono patin Tin tinela Sube una mano Ya la subi Sube la otra Ya la subi Con EFL, claro que si!
Taglines: It is allowed to use the next taglines in internal publications. Always consider to include the exclamation mark at the end of each one. Con EFL, claro que si! I love educating, Educating for Life! Together we are EFL!