BRAND MANUAL
CONTENTS
VISION AND MISSION BRAND STORY SIGNATURE ELEMENTS COLOR FONTS AND APPLICATIONS
INTRODUCTION
These guidelines are intended to help Hawai’i Literacy and anyone who is authorized by the organization to use the Hawai’i Literacy logo in accordance with Hawai’i Literacy’s adopted standards. The intent of this graphic standards and brand manual is to create a common understanding of how Hawai’i Literacy’s logo can help present a cohesive, distinctive and relevant visual identity for Hawai’i Literacy’s audience. These guidelines are also intended to protect the consistency of the look of the Hawai’i Literacy logo and the appropriate use of its design so that the carefully created graphic and company identity is not diminished.
VISION AND MISSION
PROVIDING SUSTAINABLE OPPORTUNITY FOR THE FAMILIES OF HAWAI’I It is the mission of Hawai’i Literacy to provide the fundamental scholastic tools, such as reading and writing,for all ages to ensure the success of the ‘ohana and community of Hawai’i.
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BRAND STORY
THE POTENTIAL OF THE INDIVIDUAL A parent can be a lot of things. Sometimes a parent can be a friend or foe and, at other times, a confidant or spy, but at all times a parent is a teacher; a teacher who demonstrates an inherited version of right and wrong and always shows their child, in their own unique way, love. And so, if loving parents are to be teachers, let them first be students learning to love themselves because there is no better gift, or teacher, to a child than a great example. At Hawai’i Literacy, we help individuals reach their full potential as parents, employees and community members. As we uplift individuals, we uplift Hawai’i.
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SIGNATURE ELEMENTS
logo mark logo type
ICON AND SIGNATURE The Hawai’i Literacy signature is composed of two elements: the logomark and logotype. The logomark is both iconic, indexical and symbolic of Hawai’i Literacy’s mission, vision, and brand. The shapes were extracted from an open book icon and abstracted to create a larger, more complex, shape that communicates Hawai’ian history, modernity, and enlightenment.
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SIGNATURE ELEMENTS
The icon by itself can be used by itself, in special circumstances, without the logotype.
In special cases, such as packaging and branding, the logo can be repeated, but only in this pattern and color scheme.
The logo type can also be used by itself, in special circumstances.
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SIGNATURE ELEMENTS
BRAND LINES The Hawai’i Literacy signature can be used in combination with either the “Opportunity for the families of Hawai’i” or “www.hawaiiliteracy.com” brand lines. The brand lines must always appear as shown to the left with identical spacing, sizing ratio, coloring, and typography.
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SIGNATURE ELEMENTS
11x
18x
13x
x
2x
MAINTAIN PROPER SPACE RATIO Always make sure to maintain the proper space ratio between the separate shapes of the logomark, which is marked “x”. Always maintain a 2x ratio between the logomark and logotype. Always maintain the x ratio between the text of the logotype.
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SIGNATURE ELEMENTS
.5”
.5”
HAWAI’I LITERACY HAWAI’I LITERACY
MINIMUM SIZING When the Hawai’i Literacy icon is .5” or smaller, the logotype should be adjusted to and keep with the spacing ratio to create a horizontal lockup. If veritcal lockup is necessary, use Futura PT Bold in size 4pt to adjust logotype to one line.
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SIGNATURE ELEMENTS
UNACCEPTABLE USAGE Please do not do any of the following:
Distort
Rearrange logomark and logotype
Change sizing ratio
Outline
Alter color palette
Combine black with color elements
Add drop shadow
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COLOR
3 COLOR LOGO The three colors involved in creating the logo can be created by simple CMYK (Cyan/Magenta/Yellow/ Black) combinations.
C: 100 M: 0 Y: 100 K: 0
C: 50 M: 0 Y: 100 K: 0
C: 25 M: 0 Y: 100 K: 0 12
COLOR
BLACK AND WHITE A black and white logo should be used in situations such as black and white printing or stamps.
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FONTS AND APPLICATIONS
PRIMARY FONT FAMILY The primary font family is Futura, chosen for its geometric base to reflect Hawai’ian art and contribute to the legibility of the logotype and other documents. The book weight should be used for all body copy at size 10 point and heavy should be used for headers at size 26 point.
FUTURA PT BOOK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (&.’,;-/!?*@)
FUTURA PT HEAVY ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (&.’,;-/!?*@)
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FONTS AND APPLICATIONS
APPLICATIONS The Futura typeface can be used for both display and body copy in any document distributed from Hawai’i Literacy, like this document for example or a letterhead, or products and packaging.
ONCE YOU LEARN TO READ, YOU WILL BE FOREVER FREE.
CHANGE IS THE END RESULT OF ALL TRUE LEARNING.
BOOKS ARE THE CARRIERS OF CIVILIZATION. BARBARA TUCHMAN
LEO BUSCAGLIA FREDERICK DOUGLASS
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