BrokenConcept
Brand Guideline (Field)
Brand Voice ............................................................................... Color Palatte ............................................................................. Logos ............................................................................................ Typography ............................................................................... Graphic Elements ................................................................... Photography ............................................................................. Web ............................................................................................... Presentations ............................................................................ Print ..............................................................................................
BrokenConcept
What is it? A quick reference incuding both brand voice and visual guidelines for all brand communications.
Who is it? Designers, Copywriters, Content creators, and agencies.
BrokenConcept
Breaking Through
It’s not just what we say, It’s how we say it. Our voice is a verbal and written expression of our brand — the foundation of how we communicate with our audience. It’s anchored in our values and guiding principles, so our concept stays consistent with our brand’s point of view.
Brand Voice While our voice always remains consistent, our tone adjusts to fit the context, conversation, and audience throughout the brand journey.
Context Where people encounter our brand
BrokenConcept.com Digital Advertising Traditional Advertising Billing statements Emails Meetings/Events Social media
Conversation The brand conversation we’re having with people
Brand Awareness Service Education Lead Generation Customer Service Field Marketing
Audience The people our brand is talking to
Current Clients Prospective Clients Financial Advisors Employees/Freelancers
Voice Attributes
We Are Friendly Confident Trustworthy StraightForward Professional Approachable Knowledgeable Pensive Colorful Artistic
We are NOT Intimidating Insecure Condescending Confusing Novice Unapproachable Lofty Pessimistic Dull Unimaginative
Call to action (CTA’s) We dont use robotic-sounding calls to action like “submit” but rather human-sounding ones like “Let’s do this”.
Let’s Do This Submit Come Learn More Click Here Find Out
X X
Color Palette These are the specifications for the BrokenConcept Color Palette. RGB and HEX #’s are used for Digital Design, Web, Tablets, Mobile, Photography, and Video. CMYK and Patone colors are used for print material and office interior.
Primary Pantone 710 C
Pantone 7409 C
HEX: #e63f52
HEX: #e63f52
Secondary Pantone 366 C
Pantone 357 C
HEX: #A1CE6B
HEX: #145A2E
Pantone Black C
Pantone 663 C
HEX: #303030
HEX: #ffffff
Secondary Color usage Secondary colors are used in moderation to support the primary scheme. They are not intended for large blocks of color or for type.
Do’s: - Use Sparingly - Use as accent - Use for apparel - Use in secondary graphic
Pattern
Dont: - Use for text or numbers - Use for Blocking - Use Behind copy - Use for iconagraphy
x x
DONT USE FOR TEXT
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat
Logo Minimum digital width 160 pixels (Based on 320x180 banner at 72dpi)
Primary (color)
Secondary (color)
On red for Advertisments
White on black
Black on white
Incorrect Logo usage Do not change the orientation or porportions of the logo by expanding or condensing it.
x
x
x
Logo Clear Space Clear Space determins the distance between the logo and other content and layout elements. It gives the logo breathing room, ensuring that it stands out among other visual elements on the page/screen.
x
Typography BrokeConcept Uses the Montserrat Font Family in a number of weights. These Varying weight and sizes have been selected for optimum legibility and to create visual hierachy throughtout the designs.
Aa
Montserrat
Light
ABCDEGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*() Regular
ABCDEGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*() Medium
ABCDEGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*() Bold
ABCDEGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*()
Secondary Typography BrokeConcept Uses the Arial Font Family when Montserrat is not available
Aa
Arial
Regular
ABCDEGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*()
Bold
ABCDEGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*()
Print Collateral / Documents
[FUND NAME] AMENDMENT TO ORIGINAL AGREEMENT This Agreement is by and between [DONOR(S)] (the “Donor[s]”) and the Stony Brook Foundation (“SBF” or
the “Foundation”), on behalf of Stony Brook University (“Stony Brook”) with regard to the Fund Name (the “Fund”).
This Agreement shall amend a prior agreement titled [Name of Original Fund] signed and dated [insert date], a copy of which is attached. This is the (first, second) amendment to the original agreement. Through this Agreement, the Donor/University wishes to [describe in general what is being changed by this Amended Agreement (such as criteria for awarding, Fund name, over-all purpose, school/college/campus designation, NY State Applicable Laws, and why the change is being made, if appropriate.) Do not include actual changes in this section, just the circumstances that lead to changes.] Below is (are) is the amended clause(s). 1.
Print Collateral / Documents
[FUND NAME] AMENDMENT TO ORIGINAL AGREEMENT This Agreement is by and between [DONOR(S)] (the “Donor[s]”) and the Stony Brook Foundation (“SBF” or
the “Foundation”), on behalf of Stony Brook University (“Stony Brook”) with regard to the Fund Name (the “Fund”).
This Agreement shall amend a prior agreement titled [Name of Original Fund] signed and dated [insert date], a copy of which is attached. This is the (first, second) amendment to the original agreement. Through this Agreement, the Donor/University wishes to [describe in general what is being changed by this Amended Agreement (such as criteria for awarding, Fund name, over-all purpose, school/college/campus designation, NY State Applicable Laws, and why the change is being made, if appropriate.) Do not include actual changes in this section, just the circumstances that lead to changes.] Below is (are) is the amended clause(s). 1.
THANKYOU