branding
+ design standards
CONTENTS brand essence brand promise brand attributes identity secondary mark patterns tagline stationary color typography
There is honor in hard work. This country was founded on it. It brings us together. And it defines the largest class of poverty in the US: the working poor. But sometimes the work’s not enough. An unexpected car repair. A family emergency. Skills lacking for better employment. The Cooperative Ministry strives to support our hardworking neighbors in times of crisis, and move them toward a more stable future. When times get hard, we all pitch in. Shoulder to shoulder, we give each other hope.
brand essence
hardworking
brand promise
Working hard to provide short-term assistance and to develop long-term stability for the working poor.
dignity unity brand at tributes
hope responsibility diversity
dignity
Believing in the honor of all work, we show individuals the respect they deserve.
unity
We thrive with the cooperation of congregations, partner agencies, civic and social organizations, foundations, businesses and individuals.
hope
We build bridges to tomorrow by meeting immediate needs and teaching skills for long-term independence.
responsibility
We devote our resources and assistance to people who are already working hard but find themselves one crisis away from being destitute.
diversity
We are equipped to provide a range of services as varied as the people who need them.
identit y
is working to end poverty in the Midlands by providing short-term crisis assistance and long-term stability for the working poor. The logo honors the resilient determination that defines the American spirit, and more specifically, the working poor. The custommade stencil is created from Trade Gothic Bold Condensed No. 20, an everyman’s sort of font with a rich history of purposes. Traditionally, stencil serves as a strictly utilitarian style of lettering; its use in the logo highlights the dignity of hard work. the cooperative ministry
There’s not any imagery because this logo doesn’t need it. It gets the job done. A careful balance of spacing and two-toned lettering softens the logo, keeping it open and approachable. The distribution of two-tones in the lettering also demonstrates how different elements cooperate to form a stronger whole. It’s honest and tough without getting the two mixed up. With only three simple words, the logo works hard. Just as we do.
the custom-stencil is inherently utilitarian in nature
two-toned lettering provides a softer visual appeal while further illustrating how different parts can work together to create a whole
logo variations
red version
green version
1� grayscale version wider spacing maintains the look of the logo when reproduced at smaller sizes
yellow version
adjusted for printing smaller than 1� wide
100% bl ack version blue version
orange version
logo used with photography
t wo - color logo with grayscale photo
centered white logo with t wo tone shaded photo spre ad
white logo with single - shaded photo
grayscale version
unit y mark red version
yellow version
green version
blue version
orange version
unity mark uses
unit y mark on same page as logo
is a summation of the strength, unity and hardworking spirit of The Cooperative Ministry. Inspired by the infinity symbol, it was created from connecting the O’s in cooperative and resembles an M for ministry. It’s not intended as a replacement logo but is instead a simple design element. the unity mark
www.coopmin.org small unit y mark reversed out with web site
The unity mark should never be next to the logotype unless there is a good amount of space separating them so that they are two separate elements of a design. It is meant to embellish type or images but never the logo itself.
www.coopmin.org l arge unit y mark with web site
unity mark used with photography
t wo - color unit y mark with grayscale photo
white unit y mark with t wo tone shaded photo spre ad
white unit y mark with single - shaded photo
pat terns
tagline
working hard for the working poor
tagline variations
working hard for the working poor lowercase tagline on one line
working hard for the working poor
working hard for the working poor tagline with centered unit y mark
lowercase tagline on t wo lines
WORKING HARD FOR THE WORKING POOR uppercase tagline on one line
WORKING HARD FOR THE WORKING POOR uppercase tagline on t wo lines
tagline should either be one line or two lines split up after “for”
WORKING HARD FOR THE WORKING POOR tagline with unit y mark on lef t
business card front on te x tured paper , 2 - color
stationery
business card back on te x tured paper , 1- color process , reversed - t ype
business cards , 3.5” x 2”
notepads , 4” x 9”
ww w.coopmin.o rg
ww w.coopmin.o rg
3821 W Belt line Blvd. Columbia, SC 2920 4 T 80 3. 79 9. 3853 F 80 3. 252. 86 21
3821 W Belt line Blvd. Columbia, SC 2920 4 T 80 3. 79 9. 3853 F 80 3. 252. 86 21
ww w.coopmin.o rg
ww w.coopmin.o rg
3821 W Belt line Blvd. Columbia, SC 2920 4 T 80 3. 79 9. 3853 F 80 3. 252. 86 21 3821 W Belt line Blvd. Columbia, SC 2920 4 T 80 3. 79 9. 3853 F 80 3. 252. 86 21
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T
3821 W Belt line Blvd. Columbia, SC 2920 4 80 3. 79 9. 3853 F 80 3. 252. 86 21
let terhe ad
, 8.5” x 11”
3821 W Belt line Blvd. Columbia, SC 2920 4 T 80 3. 79 9. 3853 F 80 3. 252. 86 21
3821 West Beltline Blvd. Columbia, SC 29204
3821 West Beltline Blvd. Columbia, SC 29204
3821 West Beltline Blvd. Columbia, SC 29204
3821 West Beltline Blvd. Columbia, SC 29204
3821 West Beltline Blvd. Columbia, SC 29204
3821 West Beltline Blvd. Columbia, SC 29204
#10 envelope , 1- color square fl ap, 2 - color front
3821 West Beltline Blvd. Columbia, SC 29204
3821 West Beltline Blvd. Columbia, SC 29204
ww w.coopmin.o rg
ww w.coopmin.o rg
ww w.coopmin.o rg
3821 West Beltline Blvd. Columbia, SC 29204
3821 West Beltline Blvd. Columbia, SC 29204
ww w.coopmin.o rg
ww w.coopmin.o rg
T
3821 West Beltline Blvd. Columbia, SC 29204
3821 West Beltline Blvd. Columbia, SC 29204
ww w.coopmin.o rg
A7” thank you cards
A7” envelopes , 1- color square fl ap, 2 - color front
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grayscale c
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red c
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blue
colors c
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yellow c
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green c
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orange
Trade Gothic Bold Condensed No. 20
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abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789%#(.;:?!$-*@) t ypography Kepler MM Roman
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789%#(.;:?!$-*@) Kepler MM Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789%#(.;:?!$-*@)
www.coopmin.org