Gen brand guide (10:29) by Jacob Gilbert

BRAND GUIDELINES

i ntro duct ion

gen brand guide | 2

co nten t s our p urp os e

VERB AL IDE NTITY

b ra n d e x p r es s ion

voic e

b ra n d p e r s on a l ity

ton e

V I S UA L I D ENT IT Y

s ty l e

p rim a ry l og o

AP P L ICATIO NS

re g ion a l l og os

ema il s ignat ure

l og o - m o n oc h r ome

l etter h ead

l og o - col or

footer

c l e a r s pa ce

b us in es s cards

m in im a l S iz es

s up p l ies

d ot p l a c e men t

t-s h ir ts

b ra n d pa r tn er s h ip

p r es en tat i on

in corre c t us e

p rim a ry pal ette

s e con da ry pa l ette

ty p og ra p hy - p r ima ry

ty p og ra p hy - s econ da ry

ty p og ra p hy - us a g e

icon s - f oc us a r ea s

icon s - p r og r a ms

icon s - d imen s ion s of s us ta in a b il ity

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o u r purpose

b r a nd e x p r e ssi o n

m i s s i o n To innovate, empower, educate, and

Our brand expression is GEN catalyzes communities

advocate in partnership with ecovillages

for a regenerative world. This is the centerpiece of

and those dedicated to developing and

all of our communications. It is the anchor that aligns

demonstrating practices to realize a

to our purpose. It expresses GENâ&#x20AC;&#x2122;s commitment to

regenerative world

working alongside communities to catalyze their power as transformational clusters of consciousness.

vision

The Global Ecovillage Network envisions

a world of empowered citizens and

Sustainability is the status quo and where we are

communities, designing and implementing

in our collective reality, this is no longer an option.

pathways to a regenerative future while

What is required of us as a species is healing,

building bridges of hope and international

enriching and regeneration.

solidarity. GEN serves as the connective tissue to harness this collective power of communities with the aim of regenerating our planet.

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brand p erson a lit y Brand personality is the set of qualities we want our audiences to associate with every

ge n i s... ∙

We are optimists and hold the vision of the

time they interact with Global Ecovillage

better world we know is possible.

Network. These qualities are the external manifestation

∙

be used in all interpretations of the brand.

∙

with GEN.

inspiring We inspire a shift to a new paradigm.

Rather, they are the associations that we want our audience to make whenever they interact

incl usiv e We celebrate diversity and stand in solidarity.

of our company and our core values. These attributes are not a list of words that must

h op e ful

∙

cr edibl e

We offer 40 years of expertise and experience.

∙

coll aborat iv e GEN is a multi-stakeholder alliance that partners with organizations, communities, governments, and other institutions.

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p r i m ary l ogo Retaining the butterfly wings of the previous logo as a symbol of transformation, this concept adds the element of the lotus. Lotus flowers emerge directly out of mud, creating beauty and life from the dark, murky depths. This design is more iconic and modern than the previous logo with several pieces coming together to tell a larger story about the brand. A line composes the butterfly wings which intersects to create a blossoming lotus flower at the circular center. The continuous lines represent the network while the center represents the globe.

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wordmark monogram

r e g i o n a l l og o s Ecovillages all around the world are demonstrations of radical acts of rebirth blossoming through obstacles and difficulties, flowering into something beautiful. This symbolizes the brandâ&#x20AC;&#x2122;s evolution towards regeneration.

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l ogo - monoc h rome

logo - color

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c le a r s pa ce Having sufficient space around the wordmark and monogram makes our designs look better, and gives the logos the appropriate visual hierarchy. ■ The clear space of the wordmark is determined by the “x-height”, which is a typographic unit that is measured from the baseline to the mean line. ■ In the monogram, the clear space is determined by using the diameter of the lotus butterfly as the x-height value, and then dividing this value in half.

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m i nimal siz es Our logos should be always visible. While our logos can be resized to fit different types of collateral, itâ&#x20AC;&#x2122;s important that you never scale them down below the recommended sizes.

2.5 cm / 70 px 1 cm 30 px

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d ot pl acemen t The dot is a core element of our brand identity. It represents the possibilities of collaboration. The dot is also a connector between visual elements.

When the dot is placed horizontally between two elements the clear space in determined by the â&#x20AC;&#x153;x-heightâ&#x20AC;? of the wordmark.

br a n d pa r tn e r sh i p The clear space between the wordmark, dot, and the partner logo or regional logo is determined x x

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by the x-height of our wordmark. The partner logo should be scaled to match the optical size of our wordmark.

inco rrect use Avoid these common logo mishaps and distortions at all costs!

don’t stretch or condense

don’t rotate

Not enough clear space

don’t change the color

maintain proper clear space

don’t invent a new version

don’t place over gradients or photos

don’t use as a pattern

don’t use 3 d effects or shadows

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p r i m ary palet t e GEN’s use of color must be consistent across all products. Blue, orange, and grey are the official colors of GEN and play a major role in establishing our identity. They should be implemented consistently in all web applications and print communications.

#006dad

#87b6d5

■ Blue is the primary color that identifies GEN’s brand. It presents trust, integrity, efficiency and communication. Furthermore, blue is associated with reliability and loyalty, values we cultivate within GENs organization. ■ Orange is a complementary color for blue and represents energy, life, motivation and activity. It should be use to add accents rather than as a primary color within the design.

#5b5b5a

■ Never use tints of any of these colors.

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#999999

#dcdcda

se co n da ry pa l e tte While our primary palette is an integral part of our brand, a secondary color palette has been developed to provide versatility and variety when developing communications materials. The secondary palette was carefully selected to complement our diverse nature as #d33217

#81428d

#dcb61c

#90a841

well as reflect our inclusive and hopeful personality.

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typog raphy p r i m a r y t y p e fa c e : m o n t s e r r at . Our primary typeface is Montserrat, a modern sans-serif with a large x-height, lots of character and nice geometric simplicity. It is also a SIL Open Font License making it free software. Multiple weights help establish a clear hierarchy and draw the readerâ&#x20AC;&#x2122;s attention to important content.

abcdefghijklmnopqrstuvwxyz

0123456789&*#@?!/+(,:;)

abcdefghijklmnopqrstuvwxyz

0123456789&*#@?!/+(,:;)

abcdefghijklmnopqrstuvwxyz

0123456789&*#@?!/+(,:;)

Montserrat Regular

Montserrat Bold

Montserrat Black

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Montserrat Thin

Montserrat Light

Montserrat Medium Italic

Lato Regular

Montserrat Hairline

abcdefghijklmnopqrstuvwxyz

0123456789&*#@?!/+(,:;)

typ og r a p h y s e co n da r y t y p e fa c e : l at o . Unique and interesting sans-serif use for both print material and web content. The semi-rounded details of the letters give Lato a feeling of

Lato Bold

Lato Light

abcdefghijklmnopqrstuvwxyz

0123456789&*#@?!/+(,:;)

Lato Black

warmth, while the strong structure provides stability and seriousness.

Lato Italic

abcdefghijklm no p q r s t u v wx y z

abcdefghijklmnopqrstuvwxyz

0123456789&*#@?!/+(,:;)

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typog raphy : usage

within the content. This helps your

GEN catalyzes communities for a regenerative world.

reader to easily find what they are

The Global Ecovillage Network is a growing network of

Typographic hierarchy organizes type and establishes an order of importance

montserrat bold Lato Regular

looking for and navigate the content.

regenerative communities and initiatives that bridge cultures, countries, and continents.

When setting type we recommend one of these pair combinations to set headers and body copy.

montserrat light Lato Bold

GEN catalyzes communities for a regenerative world. The Global Ecovillage Network is a growing network of regenerative communities and initiatives that bridge cultures, countries, and continents.

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i co ns : focus area s

advocacy

co m m u n i c at i o n s

co n s u l ta n c y

edu & research

financial

fundraising

networking

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i co ns : progra ms

ecovillage i n c u b at i o n

transition program

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ecovillage transition

urban eco

emergencies

greening schools

i con s: d i m e n si o n s o f su sta i n a bi l i ty

social

whole system

cultural

economical

ecological

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v e rb al iden t it y : voice voice

ou r v o i c e i s... ∙

We are optimistic, always providing solutions

The way in which we speak, write and interact

and pathways towards positive change.

with one another is a reflection of GEN’s brand. The written “voice” communicates the GEN brand personality in every piece of

∙

change according to the situation and the

inclu siv e We are responsive, warm, welcoming and inviting.

communication. It is consistent and unchanging (while style considerations like tone and diction,

h opeful

∙

audience.)

inspir ing We demonstrate passion about our mission Surprise and delight our audience with evocative storytelling.

∙

cr ed ib l e We use quotes, facts and statistics to inform our audience and support our communications.

∙

coll a borat iv e Use we, our, and you to invite people to join the conversation.

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verb al iden t it y : t on e The written tone should evoke the personality of the brand. GEN has many different audiences (government, organizations, GEN networks, ecovillages, general public) so the tone should change depending on the audience. While the voice stays the same the tone changes constantly. For governments, organizations and GEN networks: Professional, concise, informative. For ecovillages and general public: Inviting, friendly, warm, energetic.

s t y le When writing for an external audience, double-check that your content fits the following considerations for spelling, grammar, font and capitalization. â&#x2013; Use UK english â&#x2013; Use our font XXX â&#x2013; Use our sentence case

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a p pl icati on s firstname lastname

e m a i l s i g n at u r e

Titletitle Titletitle

Global Ecovillage Network Ecovillage.org ∙ Twitter ∙ Facebook ∙ Newsletter Scottish Charity No. SC043796

letterhead

Month xx, 20 xx

Firstname Lastname,

Location

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footer l at i n a m e r i c a www.ecovillage.org

north america

africa

europe

asia & oceania

| The Global Ecovillage Network is a registered charity: SC043796 and has consultative status in the UN-ECOSOC

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b u s i ne s s cards

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s u ppli e s

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t-shirts

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