LOVE BRANDING STYLE GUIDE
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LOVE
LOVE IS... (BRAND STATEMENT)
IS...
LOVE LOGO STYLE GUIDE
LOVE TYPEFACES
LOVE TEMPLATES
PHOTO BY VICKS
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PHOTO BY PATRICIA,16
transform violence into LOVE
INSPIRING
NON-
JUDGEMENTAL PHOTO BY OMO
OPPORTUNITY
YOUTH DRIVEN 4
Branding should reflect these words (From positioning statement document)
SUPPORTIVE 5
LOVE IS THE ALTERNATIVE TO VIOLENCE There are inherent CONTRASTS in our brand LOVE/Violence...
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WO RD S 8
LOVE’s origins are in Journalism & photography
PHOTO BY DYANA
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ART GALLERY LOVE’s marketing and branding should reflect the educational component of our programs and the involvement of professionals who do workshops with the youth so their work can be proudly exhibited.
STREET At the same time the marketing and branding must come from an authentic, pure, creative, youth point of view.
PHOTO BY REGGIE “WE USE PROTECTION”
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PHOTO BY SYDNEY
OUTREACH Marketing can point to LOVE as a resource for communities, schools, police departments, universities and any place Youth Leadership can make a difference.
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Marketing can be targeted to speak to individual youth.
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This logo should appear on all marketing materials including apparel, media materials, fundraising materials, letterhead etc...
LOVE LOGO STYLE GUIDE
VIVRE SANS VIOLENCE LEAVE OUT VIOLENCE
These are requirements when using the logo in an official manner. LOVE encourages creativity as long as the official logo appears somewhere on the materials. 14
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Usage on black and reverse logo
NO:
Full bleed on red the box disappears
x x x
LEAVE OUT VIOLENCE
Do not use black key line on black background, use reverse logo. Do not put the logo in a rectangular box
LEAVE OUT VIOLENCE
Do not put the reversed logo in a rectangular box.
LEAVE OUT VIOLENCE
black and white
x x
Do not put the red logo in a small rectangular box. (Full bleed is OK)
Do not crop the bottom of the logo when in the rounded box - looks like a tombstone. Full bleed cropping is allowed for graphic effect.
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Proportions
Center
LOVE RED
PMS 185C (spot color, usually counts as 5th color) CMYK: C=5, M=90, Y=95, K=0 (for process 4 color printing) RGB: R=186, G=65, B=40 (for web use) The LOVE red is not blood red, it is a bright red closer to orange than blue red. It should always look bright and positive not dull or angry.
LEAVE OUT VIOLENCE line up Scale strokes and effects Rounded square, sides are all equal
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Primary Typeface is Helvetica Neue.
Helvetica Neue Black
The logo font is Platelet but is customized so it is unique to the LOVE logo. It should not be used any place else other than the for the logo.
Helvetica Neue Bold
This is different than the standard Helvetica computer font. This typeface was designed in 1983 with the advent of digital typography and newer methods of printing. The Neue design incorporates many subtle design tweeks from a bigger variety of font weights, to improved legibility. The standard Helvetica that comes with most computers is meant for emails and text that isn’t meant to be printed or for graphic design use. DO NOT USE standard Helvetica that came with your computer.
Use for headlines and bold statements especially when type is the dominant visual element. Keep kerning tight, -40 or -50 is recommended
Use for headlines that compliment a photograph or accompany a strong visual
Secondary Typefaces: Helvetica Rounded Bold. This is a rounded font which adds friendliness to our name when written out in full. It also compliments the logo font. It shouldn’t be used anywhere else except to say Leave Out Violence. It should always be all caps.
LEAVE OUT VIOLENCE
Suggested uses
Helvetica Neue Roman Use for text and the body of letters
Handwriting: Real handwriting, avoid using
existing computer typefaces that mimic handwriting. Computer handwriting typefaces repeat letters and look fake. Real Handwriting reinforces a human, grassroots and youth created message.
Helvetica Neue Light Can also be used for text, when you want it to appear less dominant on the page. Also good for photo credits and bylines
LOVE TYPEFACES
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Helvetica Neue Ultra Light Do not use this as reverse copy especially on black it is too thin. Good when very large to contrast the bold fonts above.
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?
Typography should convey the emotion, poetry and rhythm of the story.
( ) no namE
I am a singer without a voice An artist without passion I am a reader who is blind And who yells out caution
I am your daughter and current slave I am your sister who is in pain I am a victim of your perverted ways And that’s why things will never be the same I am a stranger in current danger But trust me, I will never surrender Now I may be all of these things But I am still unclear to me I can sit here all day saying, I am, I am, I am, But my question will still remain Who Am I? —vIck Gomez, 18
So many words stinging the tip of her tongue so many thoughts slipping her mind so many feelings lost in the rapid heartbeat her chest gets tight it’s getting so much harder to breathe swallows hard and smiles and that smile is the hardest thing she will ever do the battles she’s fought the tears she’s dropped the healing wounds scars remain let go release and as she pushes her into his arms she smiles, and that smile is the hardest thing she will ever do —daRia fantaci, 16
The friendly faces and familiar places all burned like an aching heart. I visited hell for the course of a year of my life, the year I met myself for the first time. It was somewhere between the violence and the drugs that I realized the issue at hand. It wasn’t my street reputation, or the respect from my boys that was on the line, it was my soul The demon faces surrounded me constantly, grinning and laughing, tempting me Do it, just do it, c’mon, just do it! Was a little street credit and respect worth my life? Far to many have paid for respect with blood and pain. Too many times I was putting my reputation along side with my freedom... Freedom or respect, how could I decide? The devil himself delivered the contract sheet, wanting me to sign the dotted line with blood. I refused. I refused and returned the contract with a smile I knew the time had come for a change, MY SOUL IS NOT FOR SALE. —ChRIS QUINONES, 19
MY SOUL IS NOT FOR SALE
Who Am I?
>>>
EMACIATED JAhMERE DALEY, 18
Black Black Black Black Black Black Black Black Black Black Black Black Black Black Black Black Black Black Black Black Black Black Black Black Black Black Black Black Black Black Black Black Black Black Black Black Black22
love images of
Handwriting examples
<<<
vEndREdi SkatERS, jamila Smith, 15
they say that i sound white when i speak But look on my skin side yo, i’m black on the outside and Black on the inside i’m from the streets too no rap sheet but i rap sleekly freshly i release my word off of this chest see the smell of old beer and urine tell tales of a missed friend the crack vials seems to grow from the pavement the man on the corner seemed to defy gravity While he balanced on his tip toes and leaned forward Backwards on the understanding of Being in chains, Who were are captors? livin in an invisible prison no understanding of that world we’re all missin i don’t sound like the “around the way” type, So i say “right well you’re a stereo type” i get looks like maybe i was actually talking about types of stereos oreo they called me my teachers applaud me Some people expected me other people respected me What is it to be black? do i have to then be an expectation? Predictable in conversation What does it mean to just be? i like my black tims and hoodies i like my loosey spot on the corner i like my park with the hole in the fence I love my du rag and fitted baseball cap i love being me and i happen to be black. —REggiE RuSSaW, 21
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LOVE U.S. office 240 West 35 th Street Suite 200 New York, NY 10001 leaveoutviolence-us.org 212.714.1194
L OVE S TA F F
Clayton Evans LEAVEOUTVIOLENCE.ORG/NYC
Director 240 WEST 35THExecutive ST. SUITE 200, NEW YORK, NY 10001 / 212-714-1194 Erica Reade Program Coordinator
L OVE S TA F F
Clayton Evans Executive Director Erica Reade Program Coordinator
H ON ORA RY PAT RON S L OVE U .S .
Richard Kirshenbaum Dr. Isadore Rosenfeld Toni Schulman Avram Westin Mortimer Zuckerman U .S . BOA RD OF D IREC T ORS
LOVE TEMPLATES Letterhead Standard size envelope Business Cards Information folders
Templates can be added as addendums as they are designed per region: Website masthead Tshirt designs Posters Event materials
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Co-Presidents Linda Thibodeau Claudia Glenn Barasch Marienne Hill-Treadway, EVP Sheldon Hirshon ESQ, Treasurer Jill Armus Romi Swidler-Howard Steve Thibodeau Michael Vasami Carroll Watson A R T IS T S IN L OVE
Carlton DeWoody Henry Joost Erin Krause Ariel Schulman Yaniv Schulman Mickey Sumner
BOA RD OF A D VIS ORS
Jane Brody Lyn Hughes Leslie Kirschenbaum Lisa Mirchin
Supporter Name 222 Address Street New York, NY 10024 November 8, 2011 Dear Supporter Name, LOVE U.S. office th West 35qui Street This is dummy copy iuribus et240 aliquunti nim sunt rehent, sam, saperSuite 200 nam aut et eumquam laborrum dolore nostian damusam fuga. Nem ide New York, NY 10001
volupti squibus audant, iuscia cupta quia voluptias versperum rest essit leaveoutviolence-us.org abo. Evel id et autem nime quidi ulparum ea dolut labo. Itatur re nus. 212.714.1194 Pelignat eos accusan tinvendis et que doloreh endebit iusanimodis idenisc ilictum quistor estruptate dolorem sinita di dolupta tempos ario tem rehendam, qui cum quis a doluptas quid eat aut molo optas et volupie nimusdae excea id experspeleni abo. Rum arunt odis etur? Is autassum, quiae pe ere laboremquat volupta poratus porepudam et prem remporibus nis simaximaio. Name dolori con cusdandent el ipsa dolupta musandistes de doluptatis mint peria doluptatem volorem sed que voluptae. Nat andel modi velland erspid quidenia doluptae sitatque offic to evenisquas nonseru mquisque odipsam, cus ad maximil eos ulpa eos quos sum et eos aut voluptas maio quo bea culparu ptatur aboribe repeliq uianderibus sed excesti orepuda nderore volute sum, sunt, commolorest odit od qui ut asincturera dolum venda. voloriatae everum re nos ipsam ulparumquam, con essuntium labo. Et aut odipsus apidelia porenderro ipiet accullat aut offictur audis iliquam eumquos parcia dolorporrum utemper natiur sitatiae conse nonsenimi, tem endam simaxim laborem quo ea nos aliantu sdaerum quatemo debis explautempor sundiscium enima vel mincidis millaut dolest, con rae Sincerely,
Mitch Reiter LOVE is a 501c3 Public Charity TAX ID 72-1542113 501c3 Number f021118000312
Lorem Ipsum
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Envelope
240 WEST 35TH ST. SUITE 200, NEW YORK, NY 10001
ERICA READE Program Coordinator Cell: 646-379-3013 Office: 212-714-1194
ereade@leaveoutviolence-us.org
LEAVEOUTVIOLENCE.ORG/NYC
240 WEST 35TH ST. SUITE 200 NEW YORK, NY 10001
NYC
Business card: If full bleed printing is not available print only the back.
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Information Folder
ERICA READE Program Coordinator Cell: 646-379-3013 Office: 212-714-1194
ereade@leaveoutviolence-us.org
LEAVEOUTVIOLENCE.ORG/NYC
240 WEST 35TH ST. SUITE 200 NEW YORK, NY 10001
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