Natalia Kosenko Brand manual for Dyslexia Awareness Campaign

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CONTENTS

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What is GIFT?

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Our Colors

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Our Message

Our Typefaces

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Our Mission

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Our Brand Values

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Campaign Strategy

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Our Tagline

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Our Posters

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Who Are Our Users?

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Our Motion

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Out Tone Of Voice

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Our AR-Posters

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Our Logo

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Our Website

Logo Dos And Don’ts

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Extentions

Our Visual Language

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01 || BRAND IDENTITY || CAMPAIGN STATEMENT

Dyslexia is not a disease.

It is incurable and it takes a whole life of trainings to cope with that.

The path that a dyslexic follows often makes him a person he couldn’t become otherwise.

This is a path of a very hard working, meeting one’s imperfections, making constant efforts in order to be on other’s average level and being often disappointed in oneself.

Creativity and other nice well known dyslexic’s advantages do not negate the fact that one needs to make constant efforts.

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01 || BRAND IDENTITY || CAMPAIGN STATEMENT

Our campaign celebrates dyslexia as a gift.

We reposition dyslexia seeing at as an opportunity rather than an issue.

Celebrating of dyslexia helps: to find the point of inner stability to find one’s strong points that belong specifically to dyslexics to find a positive role model to get the feeling of belonging to the community.

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01 || BRAND IDENTITY || MESSAGE

The population of a planet is 7336 million.

Dyslexics are consisting 10 per cent, it makes 730 million.

You are definitely not alone.

The brain of dyslexic process information in a different way as to compare to a non-dyslexic.

It means that the qualities of dyslexics are integral. Those 730 millions of dyslexic bring their diversity and uniqueness into all spheres of life and their contribution in business, science, arts and social life is equally essential as the contribution of non-dyslexics.

This is a gift of Dyslexia that we celebrate.

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01 || BRAND IDENTITY || MESSAGE

You’re tired of being different. It’s hard to go through trainings but you need to keep trying.

In this time, you need to find a point of fulcrum, an inner support in your soul. You need to come back to your inner self and realize that you are ok and you are not alone.

Dyslexics are creative and thinking outof-the-box, but you know very well that you also feel week, lonely, different, sad, irritated...

Look at Walt Disney, Mohammed Ali and Keira Knightly - most of their life they went through the same feelings and difficulties.

This didn’t stop him them from being them.

So it wouldn’t stop you.

Sincerely yours,

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01 || BRAND IDENTITY || MISSION

Our mission is to celebrate Dislexia as a gift.

To contribute our diversity to all spheres of life.

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01 || BRAND IDENTITY || BRAND VALUES

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01 || BRAND IDENTITY || BRAND VALUES

CELEBRATION

Being dyslexic is a challenge, but it is also a great opportunity.

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01 || BRAND IDENTITY || BRAND VALUES

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01 || BRAND IDENTITY || BRAND VALUES

equality Dyslexics contribute to the world their extraordinary features, which makes them essential members of a team and of a society.

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01 || BRAND IDENTITY || BRAND VALUES

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01 || BRAND IDENTITY || BRAND VALUES

identity

There is every reason to be proud of one’s uniqueness

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01 || BRAND IDENTITY || TAGLINE

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01 || BRAND IDENTITY || USERS

Awareness campaign celebrating dyslexia speaks to everyone It is particularly addressed to the families of dyslexics

We are talking to children that are recognised as dyslexics and going through training with special teachers (SPELD)

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01 || BRAND IDENTITY || TONE OF VOICE

The tone of voice of GIFT is important as it expresses the people behind our brand. GIFT uses a celebratory and joyful voice.

We want to express happy, optimistic feeling of equality.

We intend to reposition Dyslexia, approaching to it as to the gift rather than an issue.

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02 || BRAND ELEMENTS || LOGO

The challenge of dyslexia - the challenge of climbing that mountain - is something that you can make your own and make it a reason to be a winner in life.

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02 || BRAND ELEMENTS || LOGO

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02 || BRAND ELEMENTS || LOGO

Our primary logo reflects the concept of Dyslexia as a hidden gift. It consists of red particles, bold and colorful, it is only showing parts of letters the way dyslexics see it. Parts of capital G, I, F and T form together the image of a face with an eye blinking.

In motion piece we see the second layer, showing the whole letters prompting the word ÂŤGIFTÂť The Logo communicates the idea that dyslexics a nd non-dyslexics are united within a community and weaknesses of one are balanced by the strengths of another.

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02 || BRAND ELEMENTS || LOGO

As the primary logo, it should be the first option when placed over a light, solid color, or a simple photo background. It should never appear smaller than 8 mm height.

BLACK-WHITE LOGO

Use this logo only when printing on black and white.

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02 || BRAND ELEMENTS || LOGO

S A F E

Z O N E

The GIFT logo should always have plenty of space around it. To maintain a clear space, use the top element of «T» as a measurement tool and keep all design elements at least that far away.

MINIMAL SIZE 8 mm

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The logo should never be printed smaller than 8 mm high.

02 || BRAND ELEMENTS || LOGO DON’TS

Do not change the logo color

Do not squash or stretch

Do not use transparency

Do not overlay logo with text

Do not change the position of elements

Do not grayscale the logo

Do not drop shadows and other effects

Do not tilt

Do not distort

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02 || BRAND ELEMENTS || COLOR

P R I M A RY C O L O R S CMYK: 3/100/40/0 RGB: 225/0/91 HEX: #e1005a

SECONDARY COLORS CMYK: 7/62/0/0 RGB: 207/130/180 HEX: #CF82B4

CMYK: 0/0/100/0 RGB: 255/243/67 HEX: #FFF343

CMYK: 48/0/11/0 RGB: 140/208/227 HEX: #8bd0e3

CMYK: 52/0/89/0 RGB: 149/195/100 HEX: #95C364

CMYK: 55/73/0/0 RGB: 124/108/173 HEX: #7C6CAD

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02 || BRAND ELEMENTS || COLOR COMBINATIONS

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02 || BRAND ELEMENTS || TYPEFACES

Use for main headlines

Aa Arial Rounded Use for website

Aa

Avenir Family

Use for printed work

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Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp QqRr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

02 || BRAND ELEMENTS || DESIGNED TYPEFACE

The GIFT typeface was developed for the purpose of GIFT Dyslexia Awareness Campaign, it is copyrighted and shoud not be used outside the Campaign.

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02 || BRAND ELEMENTS || VISUAL LAGUAGE

One of the gifts of dyslexia is spatial reasoning and the recognition of threedimensional figures.That made us to opposite a flat perceiving when a dyslexic is judged by his/ her difficulties to a bold, wide, three-dimensional picture of his/her personality.

We use overlaying, transparent colors and imitation of three-dimensionality in order to illustrate this metaphor.

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01 || BRAND IDENTITY || CAMPAIGN STATEMENT

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03 || BRAND IN USE || CAMPAIGN STRATEGY

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03 || BRAND IN USE || CAMPAIGN STRATEGY

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03 || BRAND IN USE || CAMPAIGN STRATEGY

P R E P A R A T O R Y

P E R I O D

A MONTH BEFORE

5 sec. GIFT logo animation appears on national TV, making logo of the campaign recognizable

Launching the website

3 WEEKS BEFORE

Printed posters of 2 WEEKS BEFORE Dyslexia Awareness Campaign 30 sec motion teaser appear in Auckland, Wellington, Christchurch and Hamilton on ferries, railway stations, malls and other most visited places announcing the DAW starting invitation on the website and on Facebook to be a part of a campain - as a business or/and as a sharing speaker on day2

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appears on Facebook and Instagram making message of the campaign recognizable

PYRAMIDE leaflets (Program of a campaign) are sent to schools and libraries

1 WEEK BEFORE

AR posters ÂŤDYSLEXIAÂť appear throughout the country on bus shelters and on the walls in most visited places

03 || BRAND IN USE || CAMPAIGN STRATEGY

DYSLEXIA AWARENESS WEEK DAY 1

DAY 2

DAY 4

DAY 3

DAY 5

DAY 6

DAY 7

Soft Opening Victory Convention Center Let’s gather and watch «Dislecksia: The Movie» together!

Leaflets are spread.

Final Assembly of Dyslexia Community

Assembly Day

AR posters«ICEBERG» appear throughout the country

game stands in Aotea theatre, time for kids to play games and for adults to make friend and introduce each other to technologies and tricks of being parents of a dyslexic.

Assembly of Dyslexia Community in Grafton Community Center Hello-day, people are making physical acquaintance, share their stories

Domain park Celebration Art Exhibition Gift of Dyslexia.

Children’s creativity Opening in Auckland Museum

Round Table in Auckland Central Library

Leaflets are spread Gifts merchandise with logo and illustrations of the Week can be bought on pop-up stalls on Aotea square, in Silo park and other places.

sharing experience, information, tools, networking sharing issues, making statement from behalf of a community, sending it to schools Open to public

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back.

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01 || BRAND IN USE || LOGO ANIMATION

The logo animation appears on all the screens throughout the country. It is vivid and engaging. It introduces the logo of the brand.

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01 || BRAND IN USE || LOGO ANIMATION

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03 || BRAND IN USE || POSTERS

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03 || BRAND IN USE || POSTERS

Posters are informing about the start of an Awareness Campaign.

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03 || BRAND IN USE || LEAFLETS

The program of the events of the awareness week is designed as an interactive experience. The program is folding into a pyramid. It is becoming a memorable take away that reminds about the awareness week after a long time.

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It also contains a link to the website.

03 || BRAND IN USE || LEAFLETS

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01 || BRAND IN USE || MOTION

Motion piece contains the main narrative of the campaign . The illustrative style of the motion and its vivid color defines the style and identity of the brand.

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03 || BRAND IN USE || MOTION

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01 || BRAND IDENTITY || AR POSTERS

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01 || BRAND IN USE || AR POSTERS

The second set of the posters is addressed towards the children and young audience, so it is introducing an engaging experience of augmented reality.

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01 || BRAND IN USE|| AR POSTERS

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01 || BRAND IN USE || AR POSTERS

AR experience illustrates very well the concept of a hidden gift. It reflects the main message of a brand.

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01 || BRAND IN USE || WEBSITE

The website it presenting all the information about the Dyslexia Awareness Week as well as introduces further events and initiatives of Dyslexia community.

The design of the website is clean, simple and user friendly.

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01 || BRAND IDENTITY || CAMPAIGN STATEMENT

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03 || BRAND IN USE || WEBSITE

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03 || BRAND IN USE || WEBSITE

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03 || BRAND IN USE || MERCHANDISE

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03 || BRAND IN USE || MERCHANDISE

The brand can be extended across the merchandizing platform. We offer a wide range of solutions that can be implemented in order to reinforce the brand.

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03 || BRAND IN USE || MERCHANDISE

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03 || BRAND IN USE || MERCHANDISE

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01 || BRAND IDENTITY || CAMPAIGN STATEMENT

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01 || BRAND IDENTITY || CAMPAIGN STATEMENT

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BRANDING AND DESIGN nat.kosenko@gmail.com