Dreams come true _ brand book

BRAND GUIDELINES

Version 1.0 | 2019

Brand Style identity manual

w w w. d r e a m s c o m e t r u e . u k . c o m

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Table of Content

01. DREAMS COME TRUE ........................................................................................

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1.1 About 1.2 Vision and aims 1.3 Goals and objectives 02. LOGO ................................................................................................................

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2.1 Master mark 2.2 Variations 2.3 Clear space 2.4 Minimum size 03. BRAND ASSETS ..................................................................................................

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3.1 Color palette 3.2 Typography 3.3 Web design 04. CHECKLIST ........................................................................................................

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05. CONTACT INFORMATION ..................................................................................

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Introduction

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1.1

Dreams Come True | About Dreams come true is a UK children’s charity.

Our mission is quite simply to enrich the lives of children and young people with serious and lifelimiting conditions across the country by making their dreams come true. Over the last 30 years we have fulfilled dreams for more than 6,000 children and young people as well as their friends, family and carers.

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Dreams Come True | Vision and Aim That every child and young person with a serious and life-limiting condition with a dream has the opportunity for that dream to come true.

Widen our reach to support more children and young people to whom no other charities can help.

GO BEYOND

To go above and beyond to fulfil dreams and create the resources to fulfil them .

EMPATHY

To treat all children and their families with respect, care, compassion and empathy.

UNIQUE

To recognise that every child is unique and every dream is unique .

CONTRIBUTION

To recognise the contribution made by all who work in and on behalf of Dreams Come True, including all our hard-working volunteer fundraisers and every donor to the Charity.

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Dreams Come True | Goals and Objectives The strategic principles will be achieved through the delivery of four goals: • • • •

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Putting the Dream Family first.

Being supporter-centric.

Operating in an agile and effective manner.

Delivering self-sustainability.

BRAND STYLE IDENTITY MANUAL

Logo

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Logo | Master mark Our Logo is considered an asset. We took our time developing our brand so please respect its usage.

MASTER MARK The mark shown on your right is our Master logo.

It should be used whenever possible on all applications, from printed collaterals to signage.

Always use the provided artwork files. Never recreate or reproduce this design.

Master logo

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Logo | Variation The marks on your right are our approved version of our corporate logo. These can be used wherever possible and required.

Modestone’s brand mark lives best on white backgrounds.

However, we’re always courageuous to try something new... something that makes sense.

Feel free to apply the logo on a background that gives the best contrast with the logo.

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Logo | Clear Space

Clear space is a space that should be kept around the logo to ensure that the logo is getting the right visual impact that sends across the right message The clear space around our brand logo is determined by taking the letter ‘D’ used within the logo at actual size and using it as a guide.

Always use the provided artwork files. Never recreate or reproduce this design.

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Logo | Minimum Size Size does matter in Dream Come True. Our logo have to be fulfilling!

The simplicity of our logo allow us to go too small.

Minimum Size Not less than 128px or 34mm

Exceptional Use Not less than 94px or 25mm

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BRAND STYLE IDENTITY MANUAL

Brand Assets

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Brand Assets | Colour Palette Primary Colour is an integral part of brand identity. Consistent use of the colour palette not only reinforces the cohesiveness of the brand, but also serves as psychological purpose by communicating certain feelings to your audience.

A comprehensive colour palette has been developed to provide flexibility while creating a unified, recognizable appearance across all communications Remember all printed materials should use CMYK values, all digital materials should use RGB values.

#672087 CMYK - 24, 76, 0, 47 RGB - 103, 32, 135

#e17326 CMYK - 0, 49, 83, 12 RGB -227, 115, 14

Secondary #ffffff CMYK - 0, 0, 0, 0 RGB - 100, 100, 100

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Brand Assets | Typography FONT USAGE Our corporate typefaces are Titilium. This full font family come in a range of weights to suit a multitude of purposes. This is optimized for print, web, and mobile interfaces, and has excellent legibility characteristics in its letter forms

CORPORATE FONT

CALIBRI The font family to be used is Calibri. Stylings to be used are regular, italic and bold.

When translating texts in graphic work, original fonts can be used.

Regular

Semiotics aesthetic freegan pour-over jianbing. Artisan blog retro neutra.

Italic

Semiotics aesthetic freegan pour-over jianbing. Artisan blog retro neutra.

Bold

Semiotics aesthetic freegan pour-over jianbing. Artisan blog retro neutra.

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Brand Assets | Website design That’s just for starters... Here is a few more things you should know.

COLOR

The basic colors for the websites are always Purple, orange and White.

Use main colors to highlight some articles. The photos have always to be in good contrast with the website and logo.

FONTS

Our brand fonts can also be used on the web. Always use Bold style for the big headlines, Semi-bold and light for the basic text and smaller headlines.

NAVIGATION

The navigation is always on the top, left. Use sentence case letters for it.

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Brand Assets | Messaging DO USE serious, life-limiting with serious and life-limiting conditions Dreams come true Dreams families Dreams children Dreams young adults Hidden Communities Increase your impact

DO NOT USE terminal, fatal, incurable who suffer a serious illness or a life limiting condition Dreams Come True Dreams recipient deprived communities make a wish, wish comes true

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BRAND STYLE IDENTITY MANUAL

Check list

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4.1

Check list Best to have a checklist. Then you know that you have done everything right.

01 The Logo Only use logos that are complete and in an appropriate version, created from original digital artwork. Please check that you have respected the minimum size and exclusion zone requirements.

02 Backgrounds The logo should not appear on light or cluttered images without being reversed out.

03 Graphics Check that any supporting graphics or graphic elements do not marginalize, obscure or overpower Our Company logo.

04 Typography Check that our corporate typefaces have been used appropriately where applicable.

05 Design Be sure to provide these guidelines to third parties or collaborating partners.

A final thought.

If in doubt, take a look back through this document, all the answers are there. We don’t ask for much, just a little love and respect for our branding which is why we think we’ve created a flexible system that won’t stifle your creativity.

Give it your best shot...

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Contact information Pssst… Wanna contact?

Call us : 01428 726330 Email us : info@dreamscometrue.uk.com

DESIGNER: Mehwish Khan maywish.khan947@gmail.com

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