hourlunch. brand guidelines
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hourlunch | brand guidelines | creative brief
brand guidelines 2016
hourlunch | brand guidelines | creative brief
creative brief overview & audience observations & goals brand values
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visual identity the mark 10 scaling 11 wordmark 12 lock-ups & clearspace 13 color palette 14 typography 15 pattern 16 secondary characters 17
marketing materials business card 20 mailer 21 donation reciepts 22 a-frame sign 23 starter kit 24 social media 25 website 26
overview Hourlunch is a nonprofit organization established in 2014 in Portland, Oregon. The organization’s goal is to end childhood hunger, one lunch hour at a time. Hourlunch’s founder, Anton Cobb, encourages others to donate their lunch money one day a week to help fund the Oregon Food Bank and No Kid Hungry.
Currently, Anton gathers donations through face to face interactions in Directors Park in downtown Portland during lunch hour. As Hourlunch gains recognition and continues to grow, it is important that the company is represented with cohesive branding and thoughtful execution.
audience Hourlunch consists of two groups that make up the organization’s target audience. These groups are people that can have face to face interactions with Anton, and people that are involved with Hourlunch’s online presence. The face to face target audience of Hourlunch are business people that work downtown, and have an hour lunch break built in to their typical work day. They are people that care about making a difference in their community, and want to do more with their hour lunch break than just eat lunch. They share the understanding that small steps can tackle a big problem and
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make a big difference. The face to face audience are benevolent, humanitarian, and inspired people. The online target audience for Hourlunch is much broader than the face to face audience. This group primarily consists of people that have heard of Hourlunch through other outlets, like publicity. These people are not necessarily business people with an hour lunch break, but they share that same drive to help their communities like the face to face audience. As Hourlunch continues to grow, the online audience will become more and more important.
hourlunch | brand guidelines | creative brief
goals The goal of this brand is to help Hourlunch expand nationally. As people start to catch on and set up their own Hourlunch tables in other cities, it is important that the brand remains cohesive. This will insure recognition and credibility to the organization.
This goal will be accomplished through a throughful branding system, that will structure all of Hourlunch’s collateral. It is also importatnt that the brand reflects the esence of hourlunch, and remains thoughtful, approachable, and inspiring.
observations Although there are many organizations that raise money for feeding hungry children, not one is doing quite what Hourlunch is doing. Many organizations geared towards solving the child hunger crisis, such as Feedthe Children and Help the Children, often have a very serious tone. When you visit their websites you see a myriad of images of suffering children that make you feel like your moral compass is non-existent if you do not immediately donate. What makes hourlunch so unique is that the public is not bombarded by clipboards
and guilt trips—you see one man sitting at a dressed table wearing a crisp suit with an inviting sign stating, “I am skipping lunch so that 30 children won’t. Will you join me?” While the visual of Anton sitting at an empty table gives the sense of something lacking, it is a great conversation starter as it is not something the average person sees every day. Rather than immediately feeling guilty for not doing your part, you feel inspired to contribute what you can.
hourlunch | brand guidelines | creative brief
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hourlunch is‌
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hourlunch | brand guidelines | creative brief
inspiring uplifting simple impactful approachable thoughtful inclusive
hourlunch | brand guidelines | creative brief
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hourlunch | brand guidelines | creative brief
visual identity the mark 10 scaling 11 wordmark 12 lock-ups & clearspace 13 color palette 14 typography 15 pattern 16 secondary characters 17
hourlunch | brand guidelines | creative brief
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the mark The mark captures the essence of the brand. It is simple, inviting, and approachable. The smiling lunch bag has positive energy and makes people smile! The talk bubble shows the conversation to end childhood hunger is being started.
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hourlunch | brand guidelines | visual identity
scaling The mark is very flexible and can be used at any size. When the mark becomes smaller than an inch, the lunchbag is dropped, and only the talk bubble remains.
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the wordmark The wordmark for the brand is simple and straightforward. Keeping the wordmark all lowercase communicates the approachability of Hourlunch. The period at the end communicates that Hourlunch is a simple, easily attainable idea.
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hourlunch | brand guidelines | visual identity
lock-ups & clearspace While the mark and the wordmark can be used on their own, sometimes they need to be used together. These are the vertical and horizonal lock-ups for those cases.
When used in these lock-ups the mark should have a buffer of space around it where ever it is used. This will insure that it is easily recognizable and stays consistant.
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hourlunch | brand guidelines | visual identity
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color palette The color palette is eye catching, friendly, and playful. Keeping with primary colors is a reminder that the donations are for kids.
CMYK 0/100/100/0 RGB 237/28/36
CMYK 64/0/18/0 RGB 66/195/211
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CMYK 0/18/100/0 RGB 255/207/1
hourlunch | brand guidelines | visual identity
typography Gotham is the sole typeface used for this brand. It is a simple, inviting, and humble typeface. The geometry of Gotham mimics the geometry in the mark, making them the perfect pair.
“Gotham inherited an honest tone that’s assertive but never imposing, friendly but never folksy, confident but never aloof” -Hoefler & Co.
Gotham book
Gotham bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Gotham medium
Gotham black
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
hourlunch | brand guidelines | visual identity
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pattern The gingham pattern was taken directly from the iconic Hourlunch table cloth. It helps to add texture and visual interest to the overall brand.
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hourlunch | brand guidelines | visual identity
secondary characters These lunch characters act as icons on the website and help to round out the overall brand. They remind the audience that Hourlunch benefits children.
hourlunch | brand guidelines | visual identity
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marketing materials business card 20 mailer 21 donation reciepts 22 a-frame sign 23 starter kit 24 social media 25 website 26
hourlunch | brand guidelines | creative brief
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business card Anton’s business card is simple and straighforward. It has all the information a donor would need as well as hourlunch’s tagline.
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hourlunch | brand guidelines | marketing materials
mailer The mailer acts as an extended business card for Anton and Hourlunch. It let’s donors know where to find Hourlunch, how to get involved, and tells the story of how Hourlunch started.
hourlunch | brand guidelines | marketing materials
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donation reciepts Donation reciepts are a must have for any non-profit. Since most of Hourlunch’s donations are taken in person, a simple paper reciept was needed. The red one is for the donors, and the blue one is for Hourlunch’s business records.
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hourlunch | brand guidelines | marketing materials
a-frame sign The a-frame sign is an important part of Hourlunch’s park set ups. In order to draw people to the table, it is bold, eye catching, and makes people want to know more.
hourlunch | brand guidelines | marketing materials
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hourlunch starter kit The Hourlunch starter kit is available for purchase on the website and allows people to start their own Hourlunch tables. The kit includes a branded tablecloth, vase, donation box, and stickers for donors. This kit ensures that Hourlunch tables across the country stay on brand and recognizable.
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hourlunch | brand guidelines | marketing materials
social media Hourlunch’s audience will be able to interact with the non-profit through social media platforms. Hourlunch’s facebook will keep people up to date on events, and direct new-comers to the website. The ‘I donated’ stickers are a great way for Hourlunch to brand their Instagram posts, and they are a fun take away for donors. Hopefully they wil get people asking what Hourlunch is!
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website While face to face interactions are the main touch point for Hourlunch’s audience, the website is still very important. People will get any of the information that they need about the non-profit here. The website features big buttons with simple actions, so the audience can find what they are looking for easily.
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hourlunch | brand guidelines | marketing materials
hourlunch | brand guidelines | marketing materials
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I am skipping lunch so that 30 children won’t.
Will you join me?
hourlunch | brand guidelines | creative brief
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