The Collective Rising
Brand Standards Book
TABLE OF CONTENTS 05
Who We Are
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The Problems We Aim To Solve
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Our Mission
13
Target Demographic
17-19
Brand Voice & Brand Values
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Communication Do’s & Don’ts
23
Logo & Brand Mark
29
Typography
33
Colors
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Graphic Design & Aesthetic Guide
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Social Icon Informations
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Contact Page
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Welcome to The Collective Rising.
WHO WE ARE
We’re glad you’re here. The Collective Rising is an invitation-only, digital community that brings together female thought leaders,
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change makers, industry pioneers and women-to-watch across a myriad of industries. We are the first digital community designed to empower the individual.
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TH E PR OB LE MS WE AIM TO SO LV E Lack of Education on Personal Branding In today’s world, your digital footprint is not just an extension of who you are, but rather who the world perceives you to be. Your online presence determines your credibility, and a lack of a positive and notable one raises questions regarding your experience, level of commitment and expertise.
Limited Time Establishing a discoverable personal brand is a timely process. Having to constantly maitain and update profiles on numerous sociak networking platforms, not to mention undertaking the task of building a website that optimizes SEO requires a substantial investment of both time and financial resources.
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Over Saturation Women who are leaders in all other aspects of their life often end up acting as spectators on digital media, as in today’s cluttered landscape, discovery is reserved only for those who have surpassed the increasingly competitive threshold of public success and notoriety.
Stigma There is a stigma attached to discussing one’s goals, career and achievements on digital media. Those that do are often labelled as narcissistic, self-promotional or egocentric.
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1billion names are Googled everyday.
75%
Of people say they have no positi content on the first page of Googl
CONSIDER THIS
search results.
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% e
90% of people Google someone before they meet them for the first time.
93%
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ive
of companies strongly consider a candidate’s digital presence during the recruitment and hiring process.
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OUR MISSION The Collective Rising is committed to encouraging its members to speak confidently about themselves, their capabilities and their career in order to pave the way for a more diverse, inclusive and visible future for all women.
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To eradicate the negative stigma
recognition and advancement for
attached to discussing one’s self,
women globally.
one’s achievements, one’s goals and
WHAT WE WANT
2 1 3 4 6 5 To facilitate exposure, discovery,
one’s career on social and digital media.
To empower women to legitimize their
celebrate women throughout their
own voice and take a proactive approach
career journeys.
towards establishing and strengthening
their personal brand by providing them
with the necessary tools and resources.
To create opportunities for women to
To encourage our members to foster
have conversations about their
meaningful connections both online and
accomplishments in a way that they
in-real-life with other members and
can be proud of and that is perceived
between brands and companies that have
as authentic and genuine, rather
demonstrated their commitment to the
than narcissistic and egocentric.
advancement of women.
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To motivate educate,support and
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TARGET DEMOGRAPHIC
The Collective Rising’s target demographicis women age 20-54, who are at all different stages in their career, work across a myriad of industries and come from diverse backgrounds.
Los Angeles,New York City, London, Melbourne, Toronto, Chicago and Miami. Our members are primarily based in The United States, Canada, The United Kingdom and Australia.
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The most popular cities our members reside in are
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Our member is ambitious, passionate and hardworking. Our member is educated, successful and has proven herself to be a leader. Our member has a desire to make a mark on the world and is looking to connect with a like-minded
MORE INFORMATION ON OUR MEMBER
community of women.
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Our member has expressed a desire to be heard, and has intentionally sought out a membership with The Collective Rising so that she can create and establish a meaningful and authentic personal brand. Our member is proactive and curious. She is looking to discover, promote and connect with businesses and companies that have demonstrated their commitment to the advancement of women. Our member is social and is looking to develop and foster relationships on and offine.
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Our signature brand voice is el supportive, and uplifting.
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BRAND VOICE
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levated, yet inclusive,
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BRAND VALUES
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Empowerment Recognition Authenticity
Celebration
Perseverance Encouragement Support
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Individuality
Education
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Greetings: Hi, Hello, Hi Lady Hi [ NAME OF GIRL,] [ NAME OF GIRL -] Sign-offs: Onwards and Upwards, Best, Best Wishes, X, xx. Key Phrases: The Collective Rising, Onwards and Upwards. Additional Phrases: Right Here, Right Now, We Rise Together,
COMMUNICATION DO’S
On Our Way, We’re On Our Way, On our way
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together, Celebrate the journey, Draw the circle bigger, Legitimize your own voice, Step into your power, We’re just getting started. How we address our community: We refer to The Collective Rising’s community as both “the collective’s members” and “TCR members.” When referencing a group of our members, we refer to them as women, ladies, females and girls.
DO NOT DO
Greetings: Yo, Hey, Dear, Hiii
Sign-offs : Xoxo, xo, Love, Regards, Kindly, Cheers, Sincerely. Words to Avoid: Girl Boss, Boss Babe, Lady Boss, Girl Gang, , Bae,
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(Any Hi with more than one “i”)
Bitch, Bitches, Babe, Boo, Influencer, Inspirational, Werk, Cheers, Hun, Hunnies, Honey, Tribe. Phrases to Avoid: You got it Babe, You’re a Girl Boss, You’re a Lady Boss, Join our tribe, Become part of our Girl Gang, Hoes before Bros.
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LOGO AND BRAND MARK STYLE GUIDE
One-Line Logo &
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Logo Options
Logo use specifications Rising R Logo
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One-Line Logo When using the logo, it should be surrounded with clear space to maximize visual effectiveness and properly ensure its visibility and impact. Do not stretch, twist, angle or otherwise disrupt the logo’s format as shown here.
COLOR LOGO OPTIONS
The logo should be only reproduced in black or white.
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Logo use specifications When using the logo, it should be surrounded with clear space to maximize visual effectiveness and properly ensure its visibility and impact. No graphic elements of any kind should invade this zone.
C
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x x
C
x x x
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Rising R Logo This is our abbreviated “R” logo. This logo should be used as the favicon in The Collective Rising’s URL browser tab as well as for social platforms as our icon image. Please keep the area surrounding the logo clear to maximize visual effectiveness. This logo should be used when The Collective Rising’s one-line logo is too long (such as for social networking platforms.) Do not stretch, twist, angle or otherwise manipulate the format of this logo. The logo should be only reproduced in black or white.
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TYPOGRAPHY
The Collective Rising Florencesans -Florencesans bold medium is used as the web-headline font.
The Collective Rising The Collective Rising >>>
Frutiger -Frutiger light for navigation bar. -Frutiger roman for subheading.
The Collective Rising Futura -Futura light for the body text. -Futura heavy for click buttons and CTA.
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Florencesans bold for the web-headline.
Frutiger light for the navigation bar.
Futura heavy for the click buttons and CTA.
Frutiger roman for subheading.
Futura light for body text.
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The Collective Rising EDITORIALS
LE A RN M O R E
MEMBERS
DIRECTORY
EVENTS
JOIN US
R E Q U E ST A N INV ITAT IO N SU BM IT
The Collective Rising x Ladurée’ On the evening of December 6th guests of The Collective Rising gathered at Ladurée’s beautiful Beverly Hills location to celebrate the last month of 2018 in style and share their own personal highlights of 2018.
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S E CURE A C O M PAN Y M E M BE RSH IP
Guests nibbled on delicious bites, sipped wine and champagne and savored delectable macarons as they got to know other extraordinary women in this intimate and festive setting. The florals, beverages and hors d’oeuvres were supplied by Ladurée and the evening was photographed by Jack DeVries.Click the link below to view and download more photos from this event.
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COLOR PALETTE In order to maintain a consitent aesthetic for The Collective Rising, please adhere to this color palette. Black and White are the primary colors of The Collective Rising. Our primary colors help to articulate the brand’s elevated, refined and minimalistic feel. All fonts should be either Black or White. The background of the website and/or designs can be either Black, White or Vibrant Orange. We have selected Vibrant Orange as our secondary color as it conveys The Collective Rising’s vibrant, uplfifting and energetic voice. This color also serves to highlight the The Collective Rising’s commitment to providing its members with opportunities for discovery, recognition and advancement. We have selected marigold as our tertiary color. Marigold should only be used as an accent color. (For example, Marigold can be used as an underline, button or as a solid arrow in the design.) Buttons on the website can be Black, White, Vibrant Orange or Marigold.
Primary Colors
- White
- Black
- CMYK: 0/0/0/0
- CMYK: 95/80/80/70
- RGB: 255/255/255
- RGB: 2/19/19
- PMS:ffffff
- PMS: 021313
Secondary Color
- CMYK: 0/90/100/0 - RGB: 240/73/34 - PMS: f04922
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- Vibrant Orange
Tertiary Color
- Marigold - CMYK: 20/40/100/0 - RGB: 209/150/43 - PMS: d79922
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The Collective Rising’s aesthetic is refined, elevated and minimalistic, yet vibrant and uplifting. We rely on our arrows, shadows, patterns, and lines to convey our brand’s unique
GRAPHIC DESIGN & AESTHETIC GUIDE
personality, voice and gaze to the world.
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The Collective Rising
The Collective Rising
Onwards and Upwards Onwards and Upwards
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ARROWS Please select which arrow to use (either the solid arrow or the line arrow) depending on the background color of the design. If you are using the line arrow, please only use it in black or white (no color.) If you are using the solid arrow, you can use any of colors from our color palette. Please keep in mind the background the arrows will be placed on to ensure visiability and to maintain a clean aesthetic.
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LINE ARROW
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SOLID ARROW
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AESTHETIC GUIDELINES Inspiration Words: Individuality, Empowerment and Recongition. Shapes: We use circles, water-rings, arrows (that match our type-faces and aesthetic) as well as thin-lined boxes. We like to play with shadow and light on photographs to highlight different facets of a woman’s body or face. We
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We like natural shadows (such as those from a tree, flower branch or leaves). We also like geometric shadows - anything with clean lines or where the shadow only covers part of an image. We embrace natural textures such as water, marble and wood. We prefer our designs to be kept clean, simple and uncluttered.
also like strong contrast in images and
Please refrain from using too many colors
our graphics.
at once.
S The primary colors used for design should
Take care to avoid animal textures,
be pulled from our primary color palette
such as zebra, giraffe, snake print, etc.
additional colors from either our secondary or tertiary color palette can then be introduced into the design. We like abstract illustrations and graphics that feel mature and refined. We don’t like to overuse patterns. We prefer large, irregular patterns that are not densely arranged.
We embrace deliberate and small animations, such as swaying leaves, rotating elements or transformative animations to signify transitions. Take care to avoid intensive and noisy visual effects. We prefer for design
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(ceramic white and black). One or two
elements to be set in the background rather than the forefront of designs in order to maintain a sleek and clean feel. Aim to set opacity of design elements to below 50%.
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-Facebook Description The Collective Rising is an invitation-only digital community designed to provide women with opportunities for discovery, recognition and advancement. Request an invitation and begin establishing your personal brand today!
-Rising R Facebook Logo -Facebook Profile Image
SOCIAL ICON LOGO INFORMATIONS
-180px*180px
-Rising R Facebook Logo -Facebook On Smart phone -128px*128px
-Rising R Facebook Logo -Facebook Photo Thumbnail -32px*32px
Onwards and Upwards -The Collective Rising Cover Photo -Facebook cover page
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-820px*312px
-Instagram Bio The Collective Rising is a community designed to empower the individual. Discovery • Recognition • Advancement Build your personal brand :
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-Rising R Instagram Logo -Instagram Profile Image -110px*110px
-The Collective Rising Instagram Highlight Icons
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-Rising R Linkedin Logo -Linkedin Profile Image -400px*400px
-Rising R Linkedin Logo -Linkedin Standard Logo -300px*300px
-Rising R Linkedin Logo -Linkedin Square Logo -60px*60px
Onwards and Upwards -The Collective Rising Cover Photo -Linkedin cover page -1536px*786px
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-Rising R Pinterest Logo -Pinterest Profile On Home Page -165px*165px
-Pinterest Profile image on rest page -32px*32px
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-Rising R Pinterest Logo
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-Twitter Description The Collective Rising is an invitation-only digital community designed to provide women with opportunities for discovery, recognition and advancement.
-Rising R Twitter Logo -Twitter Profile Image -400px*400px
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Youtube
-Youtube Description The Collective Rising is an invitation-only digital community designed to provide women with opportunities for discovery, recognition and advancement.
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-Rising R Youtube Logo -Youtube Channel profile image -800px*800px
Onwards and Upwards -The Collective Rising Cover Photo -Youtube Channel cover page -2560px*1440px
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GET IN TOUCH
We look forward to hearing from you!
GENERAL INQUIRIES Have a comment, question or idea? The Collective Rising >>>
Please contact hello@thecollectiverising.com
CONTACT OUR FOUNDER To contact the founder of The Collective Rising, please reach out to Kitty Schur at kitty@thecollectiverising.com
PRESS & PARTNERSHIPS For press and partnerships inquiries, please contact partnerships@thecollectiverising.com
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THE COLLECTIVE RISING | ALL RIGHTS RESERVED.