Contents Where do we come in? This is Joyna Values Name Logo Logo Application Typography Colors Imagery
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Where do we come in? In ÖstergÜtland many newly arrived people, asylum seekers and established Swedish citizens are excluded from the job market and from society. Many local organizations offer activities to increase inclusion and social integration, but the available information is often confusing, spread out on different websites, and written in Swedish that is often hard for newcomers to understand. This makes it hard for people to actually engage in the activities that are being offered. That’s where we come in.
This is Joyna Joyna is a platform that collects information about all the available activities in Östergötland. It’s a solution both for the organizations who want to market themselves in an easy and accessible way, and for the people who want to find hobbies, learn new things and make new friends. All the information you need will be gathered in one single place, in a mobile friendly, easy-to-use website.
Values The core value of Joyna is that everyone who participates in the activities is viewed as equal. We want to promote integration by giving people the possibility to learn from each other while having fun at the same time. To do this, it is important that everyone feels included. Therefore, we choose not to showcase organisations and activities that promote religious or political beliefs, or other opinions that in any way contradict our core values of equality and integration.
Name The word joina is a commonly used swedification of the word join and means to join. By replacing the i with a y we got a combination of the word joy and joina, conveying our core values of happiness and togetherness, while also transcending the barriers between swedish and english, and between official language use and youth slang.
Logo Our logo consists of a simple wordmark where the word ”joy” is distinguished from the rest of the name by a line consisting of negative space. The second part of the name is then pinched together with the first part of the name demonstrating two parts joining each other – which is exactly what Joyna is all about. The font used in the logo is an altered version of Myriad Pro Bold, where the ”j” and the ”y” are slightly straightened out to match the direction of the line between the two parts of the logo.
Logo application Our logo can be displayed in two colors: pink and dark blue. The logo can be placed on any background as long as it’s not too noisy and interferes with the logo. If so the logo should be placed with either a dark blue background plate (with pink logo) or pink background plate (with dark blue logo). If necessary the logo can also be used in either white or black.
Correct Use
Incorrect Use
Typography The fonts that are used by Joyna are an important part of our visual identity and the selection of these two fonts represent the company’s values and goals. The font used in headers is Bree which is easy to read, unique and has a overall soft appeal to it. The body text uses the font Proxima Nova that is also easy to read, light and clean, and gives a fresh appeal to Joyna.
Bree Semibold ABCDEFGHIJKLMNOPQRS TUVWXYZÅÄÖ abcdefghijklmnopqrs tuvwxyzåäö
Bree semibold is used for headlines or other short text fragments. It’s only used in one font weight: semibold.
0123456789
Proxima Nova Medium Proxima Nova Regular ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ abcdefghijklmnopqrstuvwxyzåäö 0123456789
Proxima Nova is used for all body text in print and digital media. It’s available in two font weights: medium and regular.
Colors We do not want to be the ordinary government web page with dull colors and an excessive use of white. Therefore we use colors that are fun and energetic, but also professional so that no associations to a daycare center come up! We have chosen a combination of colors that works very well together and stands out from the rest. It is a mixture of bright colors such as turquoise, light yellow, and soft pink that catches the eye.
Pink
Dark blue
#ee99b5 RGB: 238, 153, 181 CMYK: 1, 46, 2, 1
#172039 RGB: 23, 32, 57 CMYK: 97, 55, 12, 67
Yellow
Turquoise
White
#fce68d RGB: 252, 230, 141 CMYK: 1, 5, 48, 0
#9ce5da RGB: 156, 229, 218 CMYK: 26, 0, 14, 0
#fce68d RGB: 252, 230, 141 CMYK: 1, 5, 48, 0
Imagery Joyna is all about people, so we mostly use images of people. Since we value diversity we are always aware of including people from all ages, ethnicities, genders and with different functional levels. Just like our colors, the images we use should convey joy and energy. They should therefore be high in contrast and saturation. Images in black and white are also used. When using images as a background for text a low opacity tone plate in any of our colors can be used.
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Application