Table of Contents Why Bombus? Mission Vision Sound Appearance Identity Mark Typefaces Color Palette Visual Library Customer Archetype
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Why “Bombus�? In the natural world, so much is interdependent. Flowers cannot survive without bees, and bees cannot survive without flowers. This delicate balance is what keeps everything in sync. Bombus, the genus name for all bees, represents the symbiotic relationship that exists between the individuals in a community, and the groups within that community that exist to serve the individuals. Neither can thrive without the other, and Bombus exists to facilitate that healthy, symbiotic relationship.
Together, we can Bee Better.
WHY BO MBUS ?
Mission Our mission is to help community organizations tap into the potential of the young people in their neighborhoods and cities. We believe that teenagers are capable of having a profound and positive impact on their communities when given the right opportunity. Bombus connects community organizations with the teenagers in their area who want to make a positive impact.
MIS S IO N
Vision Bombus makes it easy for teenagers to find small jobs and projects to use their knowledge, time and skills productively, resulting in higher graduation rates, lower crime rates, and stronger, healthier communities.
V IS IO N
How We Sound Bombus is built upon the idea that everyone has something valuable to contribute, based on their own unique experiences. We center our work around the fact that together we are capable of far more than as individuals. With that in mind, the sound of Bombus is the sound of listening. We sound like facilitating discussions, introducing like-minded individuals, and connecting communities. We sound accepting, patient and optimistic. We sound like that sweet spot between hard work and fun. We sound like neighbors bumping into one another and sharing a laugh. We sound like new friendships and new opportunities sprouting.
We sound like teens wanting to
BEE BETTER.
S O UN D
How We Look The Bombus Brand is all about how things fit together in a way that benefits everyone. Because of this, the look of Bombus’ stationary, envelopes and business cards embodies unity. With its tessalating hexagons and consistent colors, the same Bombus identifty is used across all professional platforms. These business materials are to be used only for official and professional business, and any communications exchanged on these materials is representative of the Bombus brand.
A: Envelopes B: Letterhead C: Mobile App D: Business Card
Bombus Inc. 12345 Sample St. Milwaukee, WI, 53212
Meg Zimont Creater, Head Designer 414-123-4567 mnzimont@gmail.com
O UR LO O K COLOR PALETTE
Identity Mark
DO Use color or black & white, as shown above. Use with or without the background hexagon. Use with or without the logotype. Preserve proportions.
DON’T Don’t stretch or distort. Don’t use low quality or poxelated versions Don’t use color combinations with low contrast. Don’t scale so small that it logo becomes indeciferable. Don’t use any type except logotype. Don’t use any colors except designated palette. IDEN TITY MA R K
CAECILIA The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog.
Lobster
The quick brown fox jumps over the lazy dog.
Typefaces Correct Type Hierarchy Knowing when to use each font
This page is an example of correct usage. The script font, Lobster, is not to be used for sustained reading; only Caecilia should be used for body copy. The many families within Caecilia allows for varying degrees of hierarchy within the typeface, as we can see here with the subhead and the body copy. Heavier weights should be used only for emphasizing important information, and the lighter families should be used for the longer areas of reading.
TY PEFACES
Color Palette
BLACK is to be rich black, not simply K:100. Use black sparingly so as to avoid a dark, heavy appearance. WHITE is to be pure, clean white, and should be used in contrast to the darker colors. LIGHT GREY and DARK GREY are percentages of black, without the addition of cyan, magenta or yellow. This will help to maintain continuity in printed materials coming from different printers. YELLOW is the iconic color of this brand, and should be treated as such. This yellow works on black or white, and is an important color in the logo. This yellow should never be used in opacities over other solid colors, as that will distort the percieved color of yellow. Yellow should be used sparingly in designs to draw the eye to vital information.
CO LO R PA LETTE
Visual Library Bombus is an idea built on the idea of inclusiveness and equal opportunities for everyone, regardless of their circumstances. Inherently, the imagery that we associate with ourselves should communicate the same values. Ideal images for the Bombus brand should: show primarily teenagers. Adults when applicable. No small children. show all genders and ethnicities. A variety of orientations and religions should be shown as well, when applicable. show teens who appear to be learning, working, cooperating or enjoying themselves in wholesome, productive ways. be high quality images. No pixelated images! not be stretched or distorted in any way. be full color images. No black & white, no half saturations, no filters, no overedits.
V IS UA L LIBR A RY
V IS UA L LIBR A RY
Customer Archetypes Darrin Age 17 Junior at Washington High
Ken Age 51 Landscaping Business Owner
Annie Age 39 Social Worker
Despite living in a neighborhood with high crime rates, Darrin is at the top of his class. He has had brushes with the law in the past, but aspires to be a teacher. Darrin wants to be involved in his neighborhood and community, but doesn’t know where to begin.
Ken has run a successful landscaping business for nearly 25 years, but as he gets older, he is finding he can’t do as much work on his own. He needs assistants and would be willing to pay, but he doesn’t know where to look.
Through her job, Annie sees many of the problems in her community and knows that many of the problems stem from financial stresses and lack of necessary resources. She is always excited to see opportunities for young people to take initiative and get involved in things that they love.
C U S TO MER A R CHETY PES
MEG ZIMONT // WINTER 2015 DESIGN AND VISUAL COMMUNICATIONS