voice brand guide
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logo lockup 5 color palette 15 typography 19 photography 25 applications 27
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mpowering. voice is an educational campaign founded in 2020 to inspire & empower young voters. after all the hard work we put into making a cohesive & powerful identity, we want to make sure it stays like that out in the world. following these guidelines will ensure that the logo is used in a way that upholds the brand’s aesthetic standards & keeps the brand looking professional, empowering, & unified.
primary logo the primary logo for voice is a simple word mark with a speech bubble wrapped around the ‘i’ with the tagline sitting directly under the mark. the typeface is americane bold condensed, a strong & straight edged typeface inspired by woodcut letters. the counters of the letters are knocked out in the brand name, but not in the tagline. this is the primary logo that will be used across different forms of media, such as the voice website, stationary, & building signage.
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minimum size the smallest the logo should be is 73px or 0.76� in height. when sized down, the tagline should be removed.
secondary logo the secondary logo for voice is an icon of a speech bubble with the brand name & tagline housed inside. it uses the same typeface as the primary logo, americane condensed bold. the counters in voice are knocked out. this logo should be used any time that space is limited, as it takes up significantly less space than the primary logo. it can be used in any of the approved colors, depending on the background it is placed on.
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minimum size the smallest the logo should be is 73px or 0.76� in height.
black & white logo for instances where the logo can only be presented in black & white, the primary & secondary logos should appear in the approved grey scale tones, shown on page 17. these logos are reserved for corporate use & should never appear on advertisements or merchandise.
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clear space to ensure legibility, always keep a minimum clear space around the logo. this space isolates the mark from any competing graphic elements such as other logos or body copy that might conflict with, overcrowd, or lessen the impact of the mark. the minimum space is indicated by the speech bubble. the width should be measured with the width of the speech bubble. the height should be measured by the height of the speech bubble, with the point facing north/south.
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voice x
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logo misuse our logo is who we are. we want to ensure that the logo for voice is used properly in order to clearly reflect our brand & our values, & to remain recognizable to our audience. please refrain from altering the colors, tagline placement, typeface, & orientation of the logo. our logo should only be used in the ways stated in this guide.
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primary colors these are the primary colors for the branding of voice. these are the only colors that should be used, except for when greyscale or black & white is required.
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#ed1c24 r: 237
g: 28
b: 36
#3c4fa2 r: 60
g: 79
b: 162
#ffffff r: 255
g: 255
b: 255
secondary colors these are the secondary colors for voice. these colors should only be used when greyscale or black & white is required, such as for corporate uses. these are the primary colors for the branding of voice. these are the only colors that should be used, except for when greyscale or black & white is required.
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#4f4f51 r: 79
g: 79
b: 81
#231f20 r: 35
g: 31
b: 32
americane cond. americane cond. re americane cond 19
bold egular d. light
americane cond. bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 americane cond. regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 americane cond. light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
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used for used billboards, bus stops, large and on billboards, bus&stops, format signage. large format signage.
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used for business cards, stationery, & small format signage.
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used on stationary, business cards, and smaller format signage.
graphical motifs graphic motifs used over photographs color fields graphic motifs cancan bebe used over photographs or or color fields of the brand’s approved willasserve as oneofofone theofbrand’s approved colors. colors. they willthey serve another way totheidentity brand. ifa placing on ita wayanother to identity brand.the if placing motif ona amotif photo, photo, works placein the motifofintheanphoto area with of thea works bestit to placebest the tomotif an area photo with depth make of view.sure makethat surethe thatmotif the motif is shallow deptha low of field. is not not obstructed the image. be used in any of obstructed by thebyimage. motifsmotifs can becanused in any of the the approved approvedcolors colorsand & should be dropped out in white. motifs most effective on billboards and motifs areare most effective whenwhen used used on billboards & posters, posters, passerby be able to identity brand through those passing by willwill be able to identity the the brand through the graphical motifs.
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ose it. vote. “use it, or lose it. vote.� is the tagline for voice. it aims to show the individuality & importance in voting & participating in politics. the tagline can be nested within the speech bubble or sitting under the logo, depending on which version of the logo is being used.
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empowering. powerful. active. our photographic style encompasses who voice is. photos should be bright & edited to have slightly higher contrast & tinted 20% blue. photos should show youth participating in active ways, such as protesting or voting.
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business cards business cards for voice feature the three speech bubble motif on the front of the card & the secondary logo with the tagline present on the backside of the card. they can be printed with either the approved red or approved blue as the background color. the business cards match the rest of the stationery, using the same motif throughout.
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merchandise & uniform uniforms (pg. 33) are color block polos with the secondary voice logo embroidered on the upper right side. shirts sold as merchandise (pg. 35) are blue cotton t-shirts with the secondary voice logo screen printed on the front center of the shirt.
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conference room signage signage for the conference room at the voice home office features the primary logo with the tagline set in the speech bubble.
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outside signage outside signage for the voice home office features a mix of the primary & secondary logos. front signage (pg. 45) features the primary logo while side signage (pg. 43) features the secondary logo with the tagline removed.
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vehicles voice vehicles should be used for driving voters to polling stations & events. vehicle wraps should feature the speech bubble motif as a print & the secondary logo.
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jessica sutton | 2020