BR AND S TANDARDS
LOREM IP SUM
vocacy
www.literacy2030.org
To possess literacy is to possess freedom. CONTENTS: Brand Essence Brand Promise Brand Attributes Brand Identity Logo/Variations Typography Color
LOREM IP SUM
It’s not like learning how to ride a bike or how to add two plus two. It’s more than just an important skill. The ability to read and to write is the threshold to a new world, a world where the inhabitants are powerful, equipped, and expressive. The joy of gaining literacy is at first tangible: a book in your hands, your words in your handwriting on a page. But, the larger joy of literacy is the transformation. There are thousands of literacy nonprofits in the Midlands working hard to help people step over that threshold and into a better life. Each organization is unique, offering different services and support designed for their specific constituencies. What they all share is a belief in the power of literacy to change lives, and our Midlands community. Literacy 2030 gathers literacy organizations under a common goal—reaching 100 percent literacy—and works to connect, equip, and unite them for the journey. We believe in the beauty of collaboration. We believe that in 2030, we will see a community transformed.
BR AND E SSENCE
transformation
BR AND PROMISE
We empower literacy organizations to change lives in the Midlands on their journey to 100 percent literacy by 2030.
BR AND AT TRIBUTE S
unity support cooperation advocacy
BR AND AT TRIBUTE S
unity
support
Bycenteringthevariedspectrum
We empower all
of literacy nonprofits around
literacy organizations
one common goal, we improve
by providing a variety
communication, maximize
of resources designed
organizational efficiency, expand
to increase capacity—
service awareness, and work
from funding sources to
togetherforpositivechangeinthe
training workshops.
communities we serve.
BR AND AT TRIBUTE S
cooperation
advocacy
We serve as the central network
We stand as the united voice
for streamlining literacy efforts,
of the literacy movement,
improving communication
working to promote literacy
between organizations, and
efforts, raise awareness
sharing ideas.
of the issue, and build a network of community support.
TAGLINE: LOREM IP SUM
BR AND IDENTIT Y
The process of becoming literate is truly a transformation. And since we are an organization that empowers literacy organizations in their work, our identity speaks to the impact of change. Because the butterfly has long been a symbol of transformation, using it instead of more traditional imagery emphasizes the real power of literacy. Our name is spelled out across the butterfly’s wings, forming an interesting visual pattern. Although Literacy 2030 is certainly legible, the arrangement of numbers and letters require a moment to decipher—a subtle reminder of the disorientation the illiterate face every day.
LOGO
PR IMARY LO GO
S YMB O LI C LO GO
The primary logo combines the symbolic logo and
The symbolic logo may be used as an art element
the typographic logo. The butterfly design should
and is best used large. It’s not necessary to have
appear in green or black (or in reverse). The
the logotype below when used oversized. It may be
typographic logo, or logotype, should appear in
reversed, used on top of imagery, or cropped tight
black (except in the one-color small space logos).
for visual interest.
LOGO VARIATIONS
T YP O GR APHI C LO GO (LO GOT YPE )
SMALL S PACE LO GO S
Use this logo when space is limited and color is
Use this logo when space is limited. This logo
not an option. This should always appear in black
should be used 1.5" wide or less. It may be used in
(or reversed out of a dark background).
green, magenta, orange, blue, black, or reversed.
LOGO VARIATIONS
B L ACK AND WHITE
Logos shown in black and white in the four variations.
LOGO VARIATIONS
R E VER S E
Logos shown reversed with color and in white.
LOGO WITH TAGLINE
TAGLINE
Our tagline captures the brand essence, personality
TAGLINE
and positioning of our organization. Use it for
The tagline may be used as a separate element,
advertising and marketing materials. It should not
but should remain in the correct style with
be used in conjunction with the small space logos.
correct letter spacing (above).
T YP OGR APHY B ELIZ I O R EGUL AR
Typography plays an important role in the brand identity. The typefaces used for the logotype should be used in marketing communications to carry a consistent brand voice. The typefaces are Belizio and Scala Sans, and must be licensed for use. The typeface Belizio was chosen for its exceptional legibility and easy recognition of letter forms. The typeface is similar to the Clarendon typeface family—traditionally used in early reading textbooks and children’s literature. Scala Sans is a modern sans serif typeface and complements Belizio with its angular lines and upright, geometric qualities.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910 B ELIZ I O ME D IUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910 B ELIZ I O B O LD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910 S C AL A SANS
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910 S C AL A SANS ITALI C
Belizio
Scala Sans
W W W. FO N T B URE AU.CO M
W W W. FO N T SH O P.CO M
ABCDEFGHIJKLMNOPQRSTUV abcdefghijklmnopqrstuvwxyz 12345678910 S C AL A SANS B O LD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910 *NOT ALL STYLES/WEIGHTS SHOWN
T YP OGR APHY ALTERNATIVE S
The typefaces Classic Round and Colaborate are used on the Literacy 2030 website and may be used as alternative fonts to Belizio and Scala Sans, respectively. Classic Round is available as individual downloads ($39) or as an entire family for twelve styles ($179). Colaborate is a free download and includes 5 styles.
Classic Round
Colaborate
W W W. M Y FO N T S .CO M
W W W. FO N T SQ UIRREL .CO M
COLOR
PR IMARY CO LO R S
C
0
C
0
C
100
The primary brand colors for Literacy 2030 are
M
100
M
50
M
0
bright green and black. Bright green is energetic,
Y
0
Y
100
Y
0
positive and is associated with growth. Black is
K
0
K
0
K
0
R
236
R
194
R
0
G
0
G
227
G
174
B
140
B
228
B
239
used for all of the type and appears crisp with high contrast, which aids in legibility.
ACCENT CO LO R S
Magenta, Orange and Cyan are “brights” and complement the bright green. These colors are best used sparingly.
C
0
C
23
C
7
M
0
M
23
M
7
50
Y
0
Y
35
Y
10
K
0
K
100
K
0
K
0
R
141
R
0
R
198
R
234
G
198
G
0
G
186
G
229
smaller graphic/type
B
63
B
0
B
165
B
223
elements.
C
50
M
0
Y
PANTO NE (PMS )
376
NEU TR AL CO LO R S
Two warm “neutrals” are added to the palette to help soften the bright palette. Best used for backgrounds or for
vocacy
www.literacy2030.org