bloom_brand_identity_smallest by Lina Zhao

Brand Identity Standards

Welcome INTRODUCTION

LOGO

4-6

COLOUR PALETE

TYPOGRAPHY

BLOOM GRAPHICS

PHOTOGRAPHY STYLE

10-11

TONE OF VOICE

APPLICATIONS

13-32

BRAND APPLICATIONS CAMPAIGN WEB PRESENCE CAMPAIGN OVERVIEW

14-22 23-28 29-31 32

INTRODUCTION

“Bloom” is a non-profit program that empowers teenage girls living with cancer to face the future with confidence and positivity. Our program gives these girls a comfortable forum where they can open up and express themselves, share stories and connect with each other from around the world. There are theatrical productions, summer camp, and online interactions for them to connect with, to encourage and inspire each other. Bloom plays a positive and inspiring role in those girls’ lives. The awareness campaign is an invitation to join “Bloom”, to break through the boundaries and to discover hope.

LOGO

The design of the bloom symbol is inspired by the shapes of a dynamic blooming flower and of a contemporary dancing dress. The multiple transparent layers are both the layers of the dress, and a symbol of the blooming of life.

LOGO VERSIONS

Different variations of the bloom logo are available for different applications. The versions of the logo should be selected for use based on the colour used within the composition itâ&#x20AC;&#x2122;s being applied to. The preferred versions of the logo are the CMYK pink and reversed versions. They should be used most frequently.

Original CMYK pink version:

Logo without tagline:

Black & white version:

often used on white applications.

often used brand merchandise such as journey and uniform.

often used on black & white applications or can be made into a stamp.

CMYK reversed white version:

Logo with URL:

often used on pink or other coloured applications. often used on posters & advertisements after call to action

Logo with URL: often used on posters & advertisements after call to action

bloom.com 5

LOGO USE

Clear space:

Minimum size

Logo position:

xx x

] 1.5’’

x x

For best impact, our logo needs room to breathe. Allow a minimumclear space around the logo as indicated by the Xs below.

Under good reproduction conditions (133lpi +), the minimum sizes of the logo is 1.5” in width. Where reproduction quality is questionable, minimum sizes should be increased.

Prefered

The logo should always be positioned in one of the corners of a composition, with the top and bottom left corners as the preferred location. Do not centre the logo within compositions.

COLOUR PALETE

Bloomâ&#x20AC;&#x2122;s colour palette reflects the vibrancy of the brand. Power pink is the primary brand colour. Snow White is mainly used for the reversed logo, graphic and text colour or as background. Dreamy Grey is used for logo text and body copy on a white background.whereas the other four colours are used for bloom graphics. Do not use screens of these colours or any additional colours for Bloom branded applications.

Power Pink C0 M91 Y0 K0

Primary brand colour Applied to logo, graphics, background, headlines, call to action buttons.

Princess Purple C51 M79 Y0 K0

Snow White C0 M0 Y0 K0

Applied to reversed logo, graphics, background, headlines, body copy

Pinky Purple C31 M84 Y0 K0

Dreamy Grey C64 M55 Y52 K2

Applied to logo text, transparent background on web, headlines, body copy

Morning Green C37 M0 Y100 K0

Eternal Blue Green C57 M0 Y40 K0

Bloom graphic colour Applied to bloom graphics. Symbolizes hope.

Applied to bloom graphics. Symbolizes hope

TYPOGRAPHY

The typefaces used in all Bloom branded applications are Diavlo and Gotham. Do not extend or condense the type. Horizontal/vertical scaling must always be 100%. Be sure to use the specified weight for each component (logo, headline, subhead, and body copy).

Diavlo Bold: logo “bloom” (all lower case)

Gotham Bold regular: bloom magazine spread headings

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

Diavlo Medium: website call to action button text.

Gotham Bold Italic: headings on bloom magazine cover .abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Diavlo Book: poster & magazine advertisement headlines, website headings & navigation.

Gotham Medium: bloom magazine cover headlines spread headings, spread subheads & quote.

Diavlo light: logo tagline, body copy.

Gotham Book Regular: body copy on bloom magazine spread & website featured story pages

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

Gotham Book Italic: quote on bloom magazine backcover

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

BLOOM GRAPHICS

PHOTOGRAPHY STYLE

Studio photos, for campaign advertisements.

PHOTOGRAPHY STYLE

Outdoor photos, for featured stories in bloom magazine & on the website

TONE OF VOICE

Headlines for posters & magazine advertisement:

Bloom Magazine Headlines:

Cancer is scary. Discover hope. Share your stories!

The pink warrior Break free Sing a new song Shining like a star

Body copy for posters & magazine advertisements:

Website Call to Action:

Living with cancer isnâ&#x20AC;&#x2122;t easy. You may feel scared and alone. At Bloom, we connect you with other girls who are going through the same thing. By sharing experiences, you can truly blossom. Discover hope. Join us today!

Share your stories! Website Headlines:

Bloom camp, where hope connects! Drama workshop, talent discovered.

APPLICATIONS

Brand applications Campaign Webpresence

STATIONERY business card

Brand applications

The business card is to be printed double sided on luna glossy paper.

Size:3.5’’x 2’’

STATIONERY letter head

Brand applications

The letterhead is to be printed double sided on 8.5’’x 11’’ letter sized paper.

Size:8.5’’x 11’’

STATIONERY envolope

Brand applications

The envelope is to be printed double sided on regular 9’’x 4.5’’ envelope.

Size: 9’’x 4.5’’

STATIONERY overview

Brand applications

STATIONERY overview

Brand applications

JOURNAL

Brand applications

This journal is designed for the girls to record their feelings and experience.

VEHICLE

Brand applications

UNIFORM front

Brand applications

UNIFORM back

Brand applications

The pink graphic continued from front to back, and the bloom logo without tagline is place on the top.

TRANSIT INTERIOR CARDS

Campaign

These posters are displayed side by side on three 35’’x11’’ transit interior cards.

TRANSIT INTERIOR CARDS

Campaign

TRANSIT INTERIOR CARDS

Campaign

BLOOM MAGAZINE cover

Campaign

BLOOM MAGAZINE

Campaign

spreads

Alyssa

Pietruszka

dolor sit amet, consectetur adipiscing elit. Quisque massa eros, sodales ac scelerisque sed, condimentum ac lorem. Duis mattis, orci eu imperdiet vestibulum, leo dolor tempor elit, sed egestas nisi velit at dolor. Vestibulum in lacinia urna. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Etiam auctor posuere dolor vel eleifend. Nulla in eros risus, vitae convallis ante. Fusce et ipsum id enim vulputate euismod. Cras accumsan urna tortor.Lorem ipsum dolor sit amet, consectetur adipiscing elit.

It was a time when I felt really alone Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque massa eros, sodales ac scelerisque sed, condimventum ac lorem. Duis mattis, orci eu imperdiet vestibulum, leo dolor tempor elit, sed egestas nisi velit at dolor. Vestibulum in lacinia urna. Class aptent taciti sociosqu ad litora torquent per

Break free

conubia nostra, per inceptos himenaeos. Etiam auctor poserlor

Some days there won't be a song in your heart. Sing anyway. ~Alyssa Pietruszka

vel eleifend. Nulla eros risusvitacvalis any. ante. Fusce et ipsum id eniffCras accumsan urna tortor Lorem abn ipsum dolor sit amet, consectetur adipiscing massa eros, sodales ac scelerisque sed, condimentum ac lorem. Duis mattis, orci eu imperdiet vestibulum, leo dolor tempor elit, sed egestas nisi velit at dolor. Vestibulum in lacinia urna. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Etiam auctor posuere dolor vel eleifend. Nulla in eros risus, vitae convallis ante. Fusce et ipsum id enim vulputate euismod.

bloom.com

Feburary/March 2012

BLOOM FLOWER & POINT OF PURCHASE BOX

Campaign

They should be printed on glossy paper. Poster size: 11’’x 17’’ Double sided tag size: 3.25’’x3.25’’

Web presence

Campaign overview