Brand Style Guide
Dear Reader, Welcome to the Create North Dakota Brand Style Guide. We are pleased to offer this book to you as our official guiding resource as you communicate with external and internal audiences. We hope this will be a valuable resource as you continue to provide your time and effort to support this organization. The CreateND Brand Style Guide was created to establish the organization’s foundation of voice and image. By adhering to the guidelines presented within these pages, you will help our organization develop the CreateND brand. With all of the parts of this organization working in unison—with a singular voice and streamlined image—we will be in a position to grow CreateND and Destination ImagiNation into household names. As a matter of course, the content in The CreateND Brand Book focuses mainly on CreateND trade dress. For matters of grammar, we recommend The Gregg Reference Manual: A Manual of Style, Grammar, Usage, and Formatting, Tenth Edition by William A. Sabin, published by McGraw-Hill/Irwin. For matters of style, please adhere to the most recent edition of The Associated Press Stylebook and Briefing on Media Law.
Color Palette The official CreateND logo is a five color treatment. The logo should be used on a white background for maximum impact and clarity. To match each color accurately, please follow the specific color number combinations shown below. Additionally, when using the CreateND logo for full-color print projects, use the CMYK combination.
Purple RGB: 81, 45, 129 HEX: 482871 Used to represent the passion of our participants.
Primary Colors
e g a u Lang
Brand Elements
RGB: 41, 179, 75 HEX: 1fb24a Used to represent the prairies of North Dakota
Secondary Colors
Max Kringen Affiliate Director, CreateND
RGB: 27, 148, 210 HEX: 1693d3 Used to represent the team work and patience developed in our program
Green
If you have any questions about this resource, about CreateND, Destination ImagiNation, or branding in general, please send an e-mail to mkringen@creatend.org Thank you for all that you do for CreateND
Blue
Red RGB: 190, 43, 59 HEX: c1283c
Yellow RGB: 248, 239, 39 HEX: feee25
Text and Typography
Logo and Wordmark
Page Layouts
Dark backgrounds
Calibri and TinDoghouse are the typefaces used in our current CreateND promotional materials. Calibri is a timeless and neutral typeface that is great for clear, concise communication. TinDoghouse is a modern typeface that is great for headlines. Calibri is provided free with the Microsoft Office package. TinDoghouse is available for free download online.
The white logo is provided for use on dark backgrounds.
Body Copy:
Calibri Regular
Headline Copy:
TinDoghouse, TinDoghouse, TinDoghouse
Subhead Copy:
Calibri Bold
Print: Average size 9-11 pt
Print: Average size 14-18 pt Print in a CreateND primary color.
Print: Average size 18-30 pt
Font Substitution
If Calibri is not available you may use Helvetica, Helvetica Neue, Univers, or Arial.
Single Color Usage
To maintain maximum brand awareness, the five-color logo is ideal. The single-color option should only be used when the five-color option does not apply.
Logo Lock-Ups
Logo and Wordmark Vertical Lock up The vertical lock-up is the preferred lock-up
The CreateND logo and wordmark can be configured in a few ways. This section provides guidelines and best practices for usage. The lock-ups provided should not be modified in any way: the organization’s brand is diluted each time a different logo or tagline appears. Any modifications to the CreateND logo will distract our customers from our distinctive official brand. CreateND staff, Regional Directors, Regional Training Directors, Affiliate Directors and Affiliate Training Directors, Site Coordinators, and Team Managers play key roles in the presentation of our brand identity to our consumers. It is our responsibility to ensure that we use these lock-ups to build a brand that can be recognized state and nationwide.
Clear Space
Minimum clear space: x = 1/8 of the width of the logo.
The vertical lock-up is the preferred lock-up
Fostering creativity in the young people of North Dakota.
Minimum Size To maintain legibility, never include the vertical lock-up at a size smaller than: On screen: Height = 70 pixels In print: Height = 7/8�
Logo and Wordmark
Logo and Wordmark
Horizontal Lock up
Tagline Lock up
If there is not enough room for a vertical lock-up, the horizontal lock-up is another option. However, the vertical lock-up should be used whenever possible.for general use (such as in flyers or posters).
The creativity, teamwork and problem solving tagline expresses our organizations most important benefits. These are the three things we want our customers to remember most about us. Use this logo in print pieces, such as flyers and postcards, and also if the text of a document doesn’t adequately stress creativity, teamwork
Clear Space
Minimum clear space: x = 1/8 of the width of the logo.
Creativity | Problem Solving | Teamwork
Minimum Size To maintain legibility, never include the vertical lock-up at a size smaller than: On screen: Height = 70 pixels In print: Height = 7/8�
Consistency Brand consistency is a critical factor to ensure ownership of our tagline. Please do not develop or substitute alternative graphic representations of the logo and tagline.
Misuse of Lock-Ups
Misuse of Lock-Ups
Arrangement and Assembly
Color and context
Our lock-ups can be protected through proper usage. To ensure that all of projects are consistent with our brand, please follow these guidelines.
Our lock-ups can be protected through proper usage. To ensure that all projects are consistent with our brand, please follow these guidelines.
Distortion Do not warp the lockups. When scaling them, keep the same proportions.
Create
Color Do not change the color of the logo.
Placement
Gradients
Do not rearrange any elements in the lock-ups.
Do not add gradients
Fonts
Background
Do not change our wordmarks by using different fonts.
Do not use a busy background.
Scale
Overlapping
Do not change the scale of any of the elements in the lock-ups.
Do not cover the lockups with other objects.