BRAND GUIDELINES STAND AGAINST VIOLENCE
INTRO DUCTION
STAND AGAINST VIOLENCE
CAMPAIGN IDENTITY
MAY 2014
The new Stand Against Violence identity is designed to reflect the charity’s target audience of young people, but also to be adult enough to appeal to teaching staff and benfactors. The new logo is designed to create a new symbol for the brand and reclaims the “V” peace symbol. The idea was that we could use the somewhat abandoned peace symbol as a sign for the charity. The peace sign can be made by anyone at any time to show support in aid of the charity. A constraint of the identity was to keep with red as the charity’s colour, so we chose to work with this and choose a new red. The new red is Pantone 185c, which is very similar to, but slightly brighter than the previous red used. The brighter red and heavier use of white will help to give the brand a more modern connotation and will ensure that it is more noticable. It also relates better to the use of red as a warning colour, denoting stopping, which works well with the charity’s message.
STAND AGAINST VIOLENCE
The logo is designed to be flexible and can be changed to adapt to different needs. The main logo features the peace icon and the handwritten Stand Against Violence text as one unit, with them laid out to work with each other. However both the text and the icon are designed to also work independent of each other. Our goal is that the peace icon will eventually become recognisable enough to work completely independent of the text as a symbol for the charity brand. In the main logo, featuring both the icon and the text, the text is laid out to line up with the hand icon with the same amount of space between each word. The distance between the icon and the text is twice the distance between each word, which ensures a visual continuity with the logo. The icon is in the identity’s signature red, which ensures brand continuity, but the text is in black, in order to ensure legibility and help the two pieces work independently as well as together and to ensure that the word violence is in control of the hierachy. Other colourways allow the logo to be used against the identity’s other colours. For example, against a red background, the logo would be used entirely in white and not black. This ensures continuity in the brand and also helps to keep up the modern visual image.
STAND AGAINST VIOLENCE
LOGO
CAMPAIGN IDENTITY
THE VISUAL BRAND INDENTIFIER
STAND AGAINST VIOLENCE
Colourway Guidelines: When on a white background the logo should be displayed in the standard red icon with the ‘stand against in black and ‘violence’ in red. If this is not possible due to printing or environmental constraints, then the logo should be displayed in either entirely black or entirely red. When on a red or black background the logo should only be displayed in white. If on a light gray the logo should be displayed in the standard colours.If on a dark gray the logo should be displayed in white. In the rare circumstance that it is necessary to display the logo against another colour, then the designer should choose the best colour for legibility from the red, black and white colour palette. The logo must never be displayed in a colour outside of the identity colour palette.
STAND AGAINST VIOLENCE
CAMPAIGN IDENTITY
THE VISUAL BRAND INDENTIFIER
Banner Logo: This is the next option when the main logo is unsuitable. This logo follows the same colour guidelines as the standard logo, but allows the logo to be better applied to banners and pieces that cannot accommodate the standard logo at an adequate size. The peace icon can also be used as a logo device and a signifier for the charity. This is most applicable for use in areas where text is unnecessary or too small to be legible, such as the front of t-shirts or social media logos like Twitter and Facebook accounts. The text can be used independently of the icon for collateral design, such as stickers. But most of the time should only be used with the hand icon. This helps to keep uniformity to the brand and ensure maximum exposure, and therefore association with the brand, for the peace icon.
STAND AGAINST VIOLENCE
The initial repeat pattern was designed for use as a banner to photograph people against, but the patterns have a lot more potential. The patterns are developed as a visual device and space filler, in circumstances where it is felt that a solid colour is not enough patterns can be employed. The main applications of these would be webbased or for use as fly pages in books, however they could be potentially applied as a wallpaper for one wall of the head offices or for other large-scale uses. The main pattern design, that is used for the banner, features the text and hand icon used independently and alternately. On this pattern the word “violence� has been changed to red to make the piece more visually stimulating. The other patterns used on here are examples of patterns that could be employed, but are not currently used. Patterns do not have to follow the usual logo rules, as they are more about the repetition than the logo, but should still not feature the red used over the black or the black used over the red.
STAND AGAINST VIOLENCE
REPEAT PATTERN
CAMPAIGN IDENTITY
VISUAL ACCESSORY; WALLPAPER PATTERN.
STAND AGAINST VIOLENCE
STAND AGAINST VIOLENCE
CAMPAIGN IDENTITY
VISUAL ACCESSORY; STICKERS
STICKERS
The stickers main function is to serve as a piece of collateral to give out to young people, as such the stickers are designed to reflect teenage styles more and vary quite a lot from the usual identity style.
The stickers feature the brand in different ways. Some feature the full logo, some only feature the peace icon and some only feature the charity’s initials. They are designed to engage with young people and get them associated with the brand, in order to ensure that they are aware of the charity, and more importantly consider it if they ever think of turning to violence.
The purpose of the hashtag sticker is to get young people who view the sticker to post about the charity and the new campaign on Twitter, which will increase exposure for the charity. It is our hope that #SAV will become the standard hashtag for the charity and that this will help it continue to grow through social media.
STAND AGAINST VIOLENCE
GIF
The GIF has been designed primarily as a launch tool for the new identity, but theres no reason it couldn’t continue to be used as a web visual. The goal of the GIF is to introduce people to the role of the peace symbol in the charity identity and to display the extent of support for the charity. By featuring a group of people’s hands displaying the charity symbol and the name in their handwritten font, it should make people aware that they are not alone in their support of the charity. The limitation of the GIF is that it can only be used digitally. However this still leaves it open to be used on the website and on the DVD.
STAND AGAINST VIOLENCE
CAMPAIGN IDENTITY
VISUAL ACCESSORY; GIF
STAND AGAINST VIOLENCE
T-SHIRT We chose to change the T-shirt designs for white for the new identity, as we felt that the black was a bit dark and did not have the right connotations for the charity. The T-shirt features the logo on a large scale on the front and the name of the charity on the back. This ensures that the front is not overly complicated and is stylised but relevant, but that the name of the charity is noticeable on the back. We added the name to reinforce the brand, but hope that in any scenario where the t-shirt is being worn, the peace icon should be enough to ensure brand recognition. The T-shirt design will be the same for any gender or size, which should allow it to serve as uniform for the charity and it’s supporters.
STAND AGAINST VIOLENCE
CAMPAIGN IDENTITY
CAMPAIGN ACCESSORY: T-SHIRT
STAND AGAINST VIOLENCE
BUSINESS CARD
The business card is very different to the design of the stickers, as it is aimed at the benefactors and organisers rather than young people. In order to do this we simplified our design approach to make the card more mature in appearance. We decided that it would be worth using die-cutting to remove part of the card to make it unique and more interesting. A more interesting business card it more likely to be kept rather than immediately thrown away. We also decided to use only two colours for the business card, the white and the red, as this is all that is needed to make the business card noticeable and it reinforces the colour of the brand in the viewers mind.
STAND AGAINST VIOLENCE
CAMPAIGN IDENTITY
CAMPAIGN ACCESSORY: BUSINESS CARD
ADAM FOURACRE
Founder info@sav-ed.co.uk 0300 456 4223 standagainstviolence.co.uk
STAND AGAINST VIOLENCE