Baltimore County Crisis Center Branding Guidelines by Krystal Carpintieri

branding guidelines

WHO WE ARE

Our professional staff consists of licensed professionals and seasoned specialists, all of whom work in consultation with each family member to decrease conflict and violence and to improve the overall functioning of each family.

OUR MISSION Family Crisis Center of Baltimore County, Inc. provides essential and life-saving services to family members experiencing conflict and family violence. The Family Crisis Center of Baltimore County, Inc. is a private, non-profit agency whose mission is to provide comprehensive services for those family members experiencing family conflict and family violence, and to provide understanding and consultation to the community at large. Every person has a right to live in a home free of violence.

POSITION STATEMENT To men, women and their children, our company is the family crisis center that provides essential and life-saving services to family members experiencing conflict and family violence. We provide these services because we want to provide understanding and consultation to the community at large.

SLOGAN we listen. we support.

OUR STORY Established in 1978, the Family Crisis Center of Baltimore County started as community response in Dundalk, Maryland. In the late 60’s and early 70’s lots of kids were going back to home that were under stress, the center wanted to help kids and families with troubles. It takes a lot of people interacting to create domestic violence (like a hurricane). Not binary, the center is system. The family crisis center helps give people a “new lens.” The Family Crisis Center of Baltimore County, Inc. is a private non-profit (301-C) service agency that provides comprehensive and life saving services to family members experiencing family conflict and family violence. The Family Crisis Center provides the only on-site, anonymous Emergency Safe Shelter services to adult and child victims of domestic violence for up to 90 days, Transitional Shelter services to qualified victims of domestic violence up to 6 months, Victim Advocate services, Individual and Family Counseling services, and Abuser Intervention services to perpetrators of family violence.

PERSONALITY NON-JUDGMENTAL OBJECTIVE APPROACHABLE NEUTRAL The center is the place where people can make mistakes and not be absolutely perfect.

WHY WE MATTER Accepts all individuals â&#x20AC;&#x201C; not just women, but also men and children of all ages.

Provide lifesaving services to family members who are experiencing family conflict and family violence.

Administer five streams of defined programming including; 24 Hour Hotline, Outreach Advocacy, Critical Intervention, Emergency Shelter, and Family Psychotherapy Clinic to ensure the safety of family members.

We are a lifesaving agency.

THE LOGO MARK

LOGO HISTORY & CONCEPT Previous Logos:

LOGO CONCEPT

Amie E Post, the Executive & Clinical Director states that the triangle logo represents the interactions between people. They decided that it was time for a Re-Branding to really get their name out their and help the victims involved in domestic violence.

The icon created represents the letters, “B”, “C” and “C”. The “C’s” represent two telephones which are interacting in ways such as the victims needing help, interactions between people, and the lifesaving call to the Baltimore County Crisis Center where someone is helping the victim on the other line. It represents a cycle of violence and the ending of violence through the Crisis Center’s programs and counseling. The heart in the center in logo shows that there is always hope for a better life and that the Family Crisis Center is there to provide for those people in need of help from domestic violence. The colors in the logo also represent the warmth, optimism and comfort victims will receive at the center.

PRIMARY MARK & LOGO

The Primary Mark/Icon at Full-Color

The Primary Mark with Typography at Full-Color

The one-color logo versions or black and white versions are only to be used if necessary due to color restrictions or background color.

The Baltimore County Crisis Center Logo Mark shown here is the primary logo for the Baltimore County Crisis Center. Alternate versions that can be used is reversed black on white, reversed white on black, and reversed on other colors in the logo. No other color combinations should be used, such as pink, green, and any other color combinations that are not a part of the brand.

CLEARSPACE & MINIMUM SIZE Whenever you use the official Baltimore County Crisis Center logo, it should be surrounded with clear space to ensure its visibility and impact. No color, typography or graphic elements should invade this area. The letter “E” in the typography of “Center” serves as the basis of measurement for the clear space distance around the logo when used. The minimum size that should be used for the logo & icon is below!

14.58 px

20.178 px

13.332 px

90.018 px

10.728 px

LOGO VARIATIONS The Primary Mark/Icon at One-Color on Light Background Use the violet or darker colors in the brand on a light or white background. Only use the one-color version when necessary. The Primary Mark/Icon at One-Color on Dark Background Use the white or light colors in the brand on a dark or black background. Only use the one-color version when necessary. The Primary Mark/Icon at Grayscale Only use the grayscale version when necessary.

LOGO & COLOR USE CORRECT USES OF COLOR WITH LOGO

INCORRECT USES OF COLOR WITH LOGO

LOGO USAGE: CORRECT USES a

The logo can be placed on a background with one of the colors from the brand colors.

The logo can be placed on images, but there must be enough contrast between the logo and the image for readability. In most instances, the color of the logo on images should be in white or a dark color within the brand. To create more contrast, create a subtle dark text shadow around the logo.

LOGO USAGE: INCORRECT USES Do not alter the Baltimore County Crisis Center logo in any way. Never attempt to create the logo yourself, change the typeface, or alter the size or proportions.

1 Do not stretch the logo in anyway. In most applications you can hold SHIFT and scale the logo correctly.

2 Do not apply effects such as bevel & emboss, outer glow or other effects to the logo.

3 Do not rotate or change the angle of the logo. 4 Do not change the colors of the logo. 5 Do not use any gradient effects on the logo. 6 Do not place the logo on top of imagery that creates poor contrast and poor readability.

COLOR& TYPE

COLOR PALETTE The consistent use of color helps to make the Baltimore County Crisis Centerâ&#x20AC;&#x2122;s brand identification strong and cohesive across applications. The purple, orange, and teal are the primary brand colors and should be used across all collateral and applications when possibly. The red, navy blue, and light gray are the secondary colors which are the accent colors. White and black are also allowed to be used as a combination with those colors.

PRIMARY BRAND COLORS

SECONDARY BRAND COLORS

CMYK: 59, 76, 34, 14

CMYK: 9, 49, 97, 0

CMYK: 64, 0, 34, 0

CMYK: 89, 55, 44, 37

CMYK: 9, 75, 60, 0

CMYK: 0, 0, 0, 15

RGB: 114, 78, 112

RGB: 228, 145, 42

RGB: 77, 193, 184

RGB: 22, 75, 90

RGB: 223, 100, 95

RGB: 220, 221, 222

HEX: #714d70

HEX: #e4912a

HEX: #4dc0b7

HEX: #164b5a

HEX: #de635e

HEX: #dbdcde

PANTONE: 5135 C

PANTONE: 715 C

PANTONE: 3258 C

PANTONE: 7477 C

PANTONE: 7416 C

PANTONE: Cool Gray 1 C

100%

CORRECT USES OF TINTS

80%

60%

25%

10%

INCORRECT USES OF TINTS Please use this visual as a guide to the correct and incorrect uses of opacities and tints. Never use the logo in an opacity, only use opacities for graphic elements.

PRIMARY TYPEFACES The consistent use of typography helps to make the Baltimore County Crisis Center’s brand identification strong and cohesive across applications. The typeface, Lato was chosen to represent the brand. There are a variety of styles within the Lato family. The typeface is also a web-safe google font. Lato Black or Bold is to be used for headers and Lato Regular is to be used for body copy.

LATO REG.