Cool Culture Brand Book by maxlosk

COOL CULTURE BRAND BOOK

COOL CULTURE BRAND

To maintain and strengthen the desired perception for the Cool Culture brand, visual identity elements have been enhanced and organized into these guidelines. The look-and-feel of the Cool Culture visual identity â&#x20AC;&#x201C; including the logo, color palette, typography, imagery, and graphic style â&#x20AC;&#x201C; was streamlined and best practices were documented to convey the organizationâ&#x20AC;&#x2122;s culture, personality, and core brand values. Please use these guidelines when creating Cool Culture communications to achieve a high level of consistency. Anyone who represents Cool Culture should work hard to ensure the integrity of the Cool Culture brand in all branded materials. These visual identity guidelines represent an opportunity to establish and extend equity for the Cool Culture brand. Communications created based on these guidelines will help ensure that members, patrons, and other organizations will perceive Cool Culture as an important, respectable and leading community organization.

COOL CULTURE LOGO

Cool Culture Logo is a very valuable asset. Use the Logo on all Cool Culture printand screen-based applications (including publications, marketing and promotional materials, Power Point presentations, Web sites, conference and event materials, advertising, plaques, and certificates etc.) that are large enough to allow for the Logo to appear at least at its minimum size. Logo images can be downloaded at www.coolculture.org/brand. Careful and comprehensive use of the Cool Culture Logo will • Give Cool Culture a consistent visual identity; • Ensure that Cool Culture programs, services, events, and print and electronic materials will be immediately identified with Cool Culture; • Enhance the Cool Culture name and reputation of social work excellence and help introduce the Cool Culture to potential members, patrons and volunteers; • Enhance the credibility of publications, events and activities; • Protect the Cool Culture name and brand from trademark infringement.

Use of the Cool Culture Logo by entities other than the Cool Culture is prohibited without the express written permission of Cool Culture.

COOL CULTURE LOGO

Cool Culture Logo variations Logo variations help create unique, flexible, recognizable and memorable brand identity and support the philosophy of the Cool Culture. They are created for a limited use in certain Cool Culture programs and projects.

COOL CULTURE LOGO

Minimum Size The minimum width for the Cool Culture Logo in print and non-screen-based applications is 1 in. (25.4 mm). For on-screen applications, do not reduce the size below 100 pixels (as provided in the digital art files).

1 in. (25.2 mm)

COOL CULTURE LOGO

Clear Space The required clear space for the Cool Culture Logo is illustrated below. A clear space equal to or greater than “1x” is required on all sides surrounding the Cool Culture logo, so it does not compete with other images, graphics, and text. This measurement “x” is equal to the height of the big letter “O” in the Cool Culture Logo. Do not place any elements inside this clear space.

COOL CULTURE LOGO

Logo Background White is the preferable logo background, but when there is unavoidable need for different color or mixed background, please follow few simple rules: use inverted version if there is a need for a dark background, do not use other than Cool Culture Red gradient as inverted logo background, do not rotate the logo, do not use shadows, bevel or emboss on the logo, do not put logo on dark mixed backgrounds, do not distort the logo and do not use any parts of the logo separately.

COOL CULTURE LOGO

COOL CULTURE COLORS

Primary Color Using the Cool Culture Brand correctly and consistently is essential to maintaining brand equity. Color plays an important role in representing the Cool Culture brand. Use Cool Culture Red gradient or its “flat” version (where using gradient is technically impossible) on all Cool Culture communications. This specific red gradient has been chosen for its energetic vibrancy and its similarity to the previous and trusted red used on many Cool Culture communications. When used consistently over time, this color will become directly associated with Cool Culture. How to use Primary Color All Cool Culture communications should be composed using the primary color. Cool Culture Red gradient can be used as a background color, to emphasize type, or to define shapes. The predominant color should always be Cool Culture Red gradient. Consistent use of this colors will contribute to the harmonious look-and-feel of the Cool Culture brand across all relevant media platforms and add to the brand equity. Cool Culture Red “flat” version

Primary Text Color Cool Dark Gray

COOL CULTURE COLORS

Cool Culture Red Radial Gradient This gradient gives Cool Culture communications vibrancy, energy and a fresh look.

Gradient color 1

Gradient color 2

Gradient color 1 Gradient color 2

COOL CULTURE COLORS

Expanded Color Palette An expanded color family, consisting of a range of bright and dark colors, has been developed to bring Cool Cultureâ&#x20AC;&#x2122;s personality to life as a vibrant and forward-thinking organization. This palette allows for flexibility in brand communications where subbrand, cultural, or product distinction is warranted. Use the expanded color palette across sub-brands and as accent colors for organizationâ&#x20AC;&#x2122;s communications.

COOL CULTURE COLORS

Primary Color and Expanded Color Palette Share To insure right look and feel for any piece of visual communication, please use following diagram explaining maximum percentages in which colors could appear on the page or layout.

COOL CULTURE TYPOGRAPHY

Primary Typeface Typography can work together with other design elements to make communications more readable, consistent, and visually appealing. Cool Culture typefaces have been chosen with these purposes in mind and because of their adaptability to a range of materials. Gotham is the approved primary sans serif typeface and should be used predominantly on all print and web applications. This typeface is available in many weights and styles that are essential to create distinction across all communications. Gothamâ&#x20AC;&#x2122;s open, uniform, and modern design ensures great legibility without being static and formal. For internal documents created in Microsoft Office applications, or for instances where Gotham is not available, alternative sans serif typefaces have been chosen.

Headlines: Gotham Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz {(),.:;?/!$#@} 0123456789

COOL CULTURE TYPOGRAPHY

Paragraph Text: Gotham Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz {(),.:;?/!$#@} 0123456789

Alternative Typeface Screen-based applications, Web sites, or internal documents, require alternate typefaces that are generally available throughout the organization and work across platforms. Arial is one of the most widely specified fonts in the World Wide Web. For this same reason, as well as because of its resemblance to the primary Cool Culture sans serif typeface (Gotham), Arial has been selected as the Cool Culture font to be used on all screen-based applications such as Power Point documents and Web sites where using Gotham is technically impossible. Arial: ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz({:â&#x20AC;?(*&%^$%#@0123 Arial Bold: ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz{})*&%$12;

THE COOL “O” AND ROUNDED EDGES

THE COOL “O” AND ROUNDED EDGE

The Cool “O” Device The Cool Culture Brand colors, typography, and imagery are the building blocks of a strong visual identity system. The Cool “O” graphic element, based on the graphic style of the “O” from Cool Culture Logo, is also a key element of the Cool Culture design system. This symbol together with rounded edges creates a unique and dynamic look-and-feel system that can be applied across all of the Cool Culture branded communications. Using this graphic style correctly and consistently will help build a recognizable and powerful brand look-and-feel, creating equity for the Cool Culture brand.

THE COOL “O” AND ROUNDED EDGE

Diagonally-situated Rounded Edges Apply diagonally-situated rounded edges when creating layout, boxes or as clipping mask on photographs. Rounded edge radius must be at least 0.3 in. This is an essential part of the Cool Culture Brand.

R>=0.3 in

THE COOL “O” AND ROUNDED EDGE

Using Rounded Edge Rounded Edge could be used for any rectangular parts of the layout and to create slim graphic boxes.

HEADLINE Headline

THE COOL â&#x20AC;&#x153;Oâ&#x20AC;? AND ROUNDED EDGE

Example of using slim boxes

COOL CULTURE: Today and Tomorrow Cool Culture builds bridges between families from low-income communities and cultural institutions in New York City, so that children from all economic backgrounds can benefit from early exposure to these outstanding resources.

WHY COOL CULTURE? Family visits to museums, botanical gardens, wildlife centers, and other cultural institutions provide young children with the kind of early learning experiences, such as language and literacy building, that are fundamental to school success. These visits also offer parents or guardians and their children the opportunity to explore and learn together. Parent-child and guardian-child interactions that take place during cultural experiences foster young children's verbal literacy, vocabulary development, and critical thinking. Yet too many low-income parents and caregivers miss out on these opportunities to support their children's learning during non-school hours. Prevented by financial barriers, by lack of information, or by the perception that cultural institutions are "not for them," low-income families rarely visit cultural institutions or participate in their programs. While many institutions are eager to welcome this underrepresented population, they often do not have the resources or community presence to market to them successfully.

WHAT WE DO? Cool Culture connects low-income families and cultural institutions, empowering parents and guardians to take advantage of these unique educational resources. Our programs are specifically designed to help low-income families overcome the obstacles that prevent them from visiting arts and cultural institutions. Once these obstacles are removed, parents and guardians learn techniques and approaches to make their visits as beneficial for their children's learning as possible. And because we provide access to a range of cultural institutions, each with its own valuable resources, we offer year-round opportunities for families to support their children's education.

COOL CULTURE TODAY Founded in 1999, Cool Culture currently works with families and staff in Over 450 Head Start, city-funded child care centers and public school Pre-K programs. throughout the five boroughs.

THE COOL “O” AND ROUNDED EDGE

Example of using signature graphic elements

THE COOL “O” AND ROUNDED EDGE

Example of using signature graphic elements

COOL CULTURE PHOTOGRAPHY

Using Photography in Cool Culture communications Imagery used consistently can support the Cool Culture brand identity. Following photography themes are based on key pillars of the Cool Culture brand and reflect the Cool Culture brand personality and style, as well as diverse Cool Culture members, participating cultural institutions and patrons. Real photographs (not clip art or stock images) should be used whenever possible to convey these themes. When real photographs are not available, stock photography that looks real is acceptable, but should only be used in meaningful ways. The photography should be always full bleed or used together with Rounded Edges and the Cool â&#x20AC;&#x153;Oâ&#x20AC;? elements.

CHILDREN

ART

ART EDUCATION

FAMILY

TEAM

GROUP OF PEOPLE/SOCIAL INTERACTION

WORK TOGETHER

BE CREATIVE

Developed by Max Losk