COMMUNICATION & STYLE GUIDE BIG BROTHERS & SISTERS REBRANDING MELISSA DOS SANTOS • ART 451 • FALL 2013
INTRO: Vision & Intentions: Big Brothers and Sisters is a non-profit organization with a mission to provide children facing adversity with strong and enduring, professionally supported one-to-one relationships that change their lives for the better, forever. This document will serve as a guidebook for use in relaunching the Big Brothers and Sisters brand to regional agencies and the communities they serve. Big Brothers and Sisters is a volunteer-based mentoring organization. They rely on the support of the adult volunteer mentors known as “BIGS” as well as financial contributors. The previous logo, as seen below, was an abstracted, and somewhat generic adult and child. This mark is representational of an adult-child relationship, but with the presence of the B/heart shape in the area between the figures, it could be construed as more depictive of a parent-child relationship. Big Brothers and Sisters has a rich history and a dynamic future. The new logo reflects the organization’s past and addresses the significance of what they represent today. The new mark is clean, minimalistic, and speaks to the importance of the “BIGS” the volunteers that are critical to its past and continued sucess in the future. The children, or the “littles” are represented in the mark conceptually by the lowercase “brothers” and “sisters”. The large letter B and the smaller letter B represent the diversity of what they are as a group and the children and communities they help.
(new logo)
(previous logo)
BIG BROTHERS & SISTERS
MISSION VISION &
ACCOUNTABILITY
MISSION: To provide children facing adversity with strong and enduring, professionally supported one-to-one relationships that change their lives for the better, forever. VISION: For all children to achieve success in life. ACCOUNTABILITY: by partnering with parents/guardians, volunteers and others in the community we are accountable for each child in our program achieving: • higher aspirations, greater confidence, and better relationships • avoidance of risky behaviors • educational success
COMMUNICATION START SOMETHING: In order to support the repositioning of Big Brothers Big Sisters, we must convey an empowering brand that is action-oriented and commited to positive change. The brand must speak to both volunteers and donors equally. It must also resonate with current and prospective Littles’ families, schools, and community partners. This idea will be communicated through our central brand idea. What if every child could fulfill his or her potential? What would that start in their life, in their family’s life, their school, and their community? It would start something big! Every time you donate time or money to Big Brothers Big Sisters to help a child reach his or her potential . . . YOU START SOMETHING BIG!
LOGO ACCEPTABLE VARIATIONS Logo variations displayed in PMS 320 C (cyan blue) and PMS warm gray 11C (60%). Please see the Color Pallette for acceptable logo color variations.
REVERSED
LOGO CONT. MARK SHOWN WITH SYSTEM OF SILHOUETTE ICONS. Mark may be used with *vector silhouette of same color. *vector silhouettes available for download at http://bbbs/media/vector-silhouette.org
COLOR PALLETTE *
PMS 141C
PMS 485C
PMS 320C (40%)
PMS warm gray 11C (60%)
PMS 187C
PMS warm gray 11C
C: 75% M: 25% Y: 29% K: 0%
*
C: 0% M: 23% Y: 75% K: 0%
C: 0% M: 95% Y: 100% K: 0%
C: 44% M: 0% Y: 22% K: 0%
C: 45% M: 40% Y: 45% K: 5%
C: 20% M: 100% Y: 99% K: 11%
C: 55% M: 55% Y: 64% K: 33%
R: 56 G: 150 B: 170
* G: 199
R: 238 G: 49 B: 36
R: 140 G: 210 B: 205
R: 143 G: 132 B: 123
R: 181 G: 34 B: 37
R: 96 G: 85 B: 75
PMS (spot color)
PMS 320C
CMYK (process color)
RGB (digital color)
R: 255 B: 90
WHAT’S THE DIFFERENCE? Pantone (PMS or spot color)/CMYK (process color)/RGB (digital color) A PMS color is a solid color/ink that is directly printed in finished form. CMYK colors are produced by mixing seoarate applications of cyan, magenta, yellow, and black inks. PMS colors are more precise and best for documents containing 3 colors or less and for large (over 1,000 quantity) print jobs. Process color can vary depending on the vendor and equipment. It is the preferred method for documents containg images. RGB color is for use with any digital device and used for website content, social media posts, or mobile apps.
COLOR CONT. The main color palette comprises the PMS colors shown on the previous page. The preferred color presentation of the Big Brothers Big Sisters mark is PMS 320c with PMS warm gray 11c or reversed in white on a solid background of the listed PMS colors (with the exception of *yellow - it is not to be used alone on white). These colors must be adhered to in local agency marks. It is not an option to print the mark itself in colors other than white, black, or the colors given in this style guide. See the following pages for more information regarding approved logo treatments. The color palette is intended to offer you more options for variety in design and layout of documents. In addition: • Use single swatches of color in combination with white text and vivid photography. • Choose a color/color combination from the palette that is also found in your photography when possible. • Keep use of color to a minimum. Try to use one main brand color and one complementary color as necessary. • Remember, less is more (for copy, color, layout . . . for impact). • When appropriate use one of the gray tones given as a neutral color. This will balance the bold use of color from the main palette.
COLOR COMBINATIONS Acceptable color combinations
All colors may be used when mark and text are the same color. *Yellow can only be used on a darker background.
BLACK & WHITE/GRAYSCALE: GRAY = 40 % BLACK
FILE TYPES/USAGE: For Facebook, Twitter, Linked In, or other social media profiles use one of the following square logo variations:
64 X 64 PIXELS
JPEG OR PNG
Use high res jpg (300 ppi) OR vector eps file for any print item up to 8.5 “x 11”, for larger print items use scalable vector eps file. For printing on offset press use PMS color variation. For digital color copies use CMYK colors
LOGO & PHOTOGRAPHY All imagery should depict a positive overall message about Big Brothers and Sisters. The logo should not be placed on dark areas of the image, unless it is reversed in white or *yellow. Avoid placing the logo in cluttered areas of the image, or over a person. Also, do not use a color too similar to the background color it will not be clearly visble.
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LOGO USAGE: 1.5 INCH 108 PIXELS
Improper logo size for text & mark version
Use mark only logo for sizes 1.5 sq inch or smaller
Do not extend, or compress the width or height of the logo, do not rotate or reflect the mark/logo.
Do not outline the mark or the text
LOGOTYPE: The big brothers big sisters mark comprises the logo which is an upper case B with a smaller upper case B “removed”, it also includes a stylized lowercase “brothers” and “sisters” with 2 point (0.028 in) weight line above and beneath the word “BIG” in all caps.
It is critical that this mark be kept consistent and distinct. All local agencies and their vendors should conform to the configuration and standards for the mark as outlined in this document.
10% minimum clear space around logo - imagine an “invisible box” around the mark. Keep this area clear of text, illustration, or other graphic elements.
The mark is the official graphic identity for big brothers and sisters, it has been proportioned to hold up well to enlargement or reduction. If for space reasons, another orientation is absolutely necessary, you must contact our national office at http://www.bbbs.org/design-standards.org
TYPOGRAPHY: The typeface used in the big brothers big sisters mark is a stylized version of Gotham medium and Gotham bold. Please use this typeface to add your regional name or contact information. If necessary you may use Arial regular instead. Place the name of the regional office in the following locations with respect to the logotype - using Gotham or Arial bold, centered, written in all caps in one of the corresponding palette colors.
BIG BROTHERS AND SISTERS OF KNOXVILLE
BIG BROTHERS AND SISTERS OF KNOXVILLE
BIG BROTHERS AND SISTERS OF KNOXVILLE
BIG BROTHERS AND SISTERS OF KNOXVILLE
STATIONERY All stationery; letterhead, business envelopes, and business cards must use one of the approved logo and text lock ups and the official color palette.
119 W. Summit Hill Dr. Suite 100 Knoxville, TN 37902 865.523.2179 www.bbbs.org
MELISSA DOS SANTOS Program Coordinator melissados@bbbs.org 119 W Summit Hill Dr Suite 101 Knoxville, TN 37902 865.523.2179
119 W. Summit Hill Dr. Suite 100 Knoxville, TN 37902 • www.bbbs.org
BIG BROTHERS AND SISTERS OF KNOXVILLE
BRAND APPLICATION Merchandise with the Big Brothers and SIsters logotype must adhere to the color palette and set up as outlined in this style guide
DIGITAL & SOCIAL MEDIA The Big Brothers and Sisters corporate website: http://www.bbbs.org is the official digital marketing media for the organization. Any online digital marketing or specific events must be added through our corporate office.
PASS IT ON - BECOME A
BIG
AT&T AT&T
12:34 PM
5/02/13 @ 9:30 PM
BE BIG!
GIVE BIG!
Twitter accounts associated with Big Brothers and Sisters must use the mark only logotype in RGB: R: 56/G: 150/B: 170.
Facebook accounts associated with Big Brothers and Sisters must use the type only logotype in RGB: R: 56/G: 150/B: 170 with R: 143/G: 132/B: 123.
HOW TO GET STARTED We have provided guidelines for you to use when developing communications in this style guide. Now it’s time to use these tools so that you can effectively reposition your local agency by engaging with more individuals and focusing on outcomes.
IT’S TIME TO START SOMETHING BIG You can succeed by embracing the new positioning in everything you do. Here are some simple ways to start: • Launch the new identity using marketing and public relations resources. • Engage employees and volunteers by sharing and discussing this guide and enlisting their support in developing customer service guidelines that align with the new positioning. • Capture and share results as you move forward to help your agency and others strengthen the repositioning effort.
For more information - check out our online resources.
HTTP://BBBS.GUIDE/RESOURCES.ORG or email us: bigbrothersbigsisters@bbbs.org