BRAND GUIDELINES
The purpose of this book is to serve as a guide to all things related to the JEO Foundation Brand. It includes information regarding the mission of the foundation, how we talk about ourselves, the fonts we use, how to properly use our logo, and more. A strong organization is one whose members are knowledgeable of the Brand.
TABLE OF CONTENTS 01
OUR VISION + BUSINESS IDEA
03
OUR MISSION
05
BRAND CHARACTERISTICS
06
HOW WE SOUND
07
OUR PURPOSE
09
WE ARE, WE ARE NOT
11
BRAND POSITIONING STATEMENT
12
BRAND PILLARS
13
VISUAL IDENTITY
1
OUR VISION
At JEO Foundation, our vision is to give back by providing our members with meaningful opportunities to support causes and organizations that benefit the communites where they work and live.
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3
OUR MISSION
To positively impact our communities and members through volunteering, education, and charitable giving.
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5
PURPOSEFUL
SINCERE
HUMBLE
INVITING
BRAND CHARACTERISTICS
We speak with a simple, soft spoken confidence. Our service to the community speaks for itself, so we feel no need to highlight the amount of our contributions, but rather the sum of their impact. Because our members balance busy work and personal lives, we have an open door policy, come as you can and be as involved as you would like to be.
HOW WE SOUND
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FUNCTIONAL + Improve JEO’s company culture for volunteering and charitable giving + Get members involved in their communities + Provide members with experiences that promote personal and professional growth
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OUR PURPOSE
INTENTIONAL
+ Support causes that align with JEO Foundation’s core values through the passion of our members + Help build organizations and communities where members and their families work and live + Provide members and their families with meaningful opportunities for volunteering and charitable giving
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9
WE ARE, WE ARE NOT
Purposeful, but not aggressive. Sincere, but not serious. Humble, but not bashful. Inspiring, but not clichĂŠ.
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The JEO Foundation empowers JEO members and their families to make a positive impact within their communities, as well as the causes that drive their passions. By supporting them with the tools and
EDUCATION
funds necessary to make a meaningful contribution, the JEO Foundation aims to give back to those who have helped to build us.
JEO FOUNDATION
PERSONAL DEVELOPMENT
We live at the intersection of three areas: personal COMMUNITY BETTERMENT
development, community betterment, and education. We provide our members with the resources they need to support causes they care about within the communities where they work and live.
11
BRAND POSITIONING STATEMENT
+ Quality over quantity. We care about making a positive impact in our communities, but we realize that we can’t do it all at once. + Tell stories with substance. Highlight who we are able to help, not those who helped them. + Inspire through simplicity. Don’t be long-winded. Don’t over-design. + Be honest. Tell stories as they happened as if no one was watching. + Be purposeful, not agressive. Sincere, not serious. Humble, not bashful. Inspiring, not cliché.
BRAND PILLARS
12
C O L O R P ALE TT E & THEORY Our color palette is designed to obtain equilibrium between the inviting and exciting qualities of the JEO Foundation, while remaining humble to the nature of its roots in selfless acts of volunteering and charitable giving. Our colors also directly pay homage to our parent company JEO Consulting Group Inc.
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VISUAL IDENTITY
JEO FOUNDATION COLORS
Tuatara Hex #2C2B2A RGB 44, 43, 42 CMYK 0, 97, 40, 47
Stormy Gray Hex #808184 RGB 128, 129, 132 CMYK 3, 2, 0, 48
Alabaster Hex #F9F9F9 RGB 249, 249, 249 CMYK 0, 0, 0, 2
Iron Hex #D0D2D3 RGB 208, 210, 211 CMYK 1, 0, 0, 17
Alizarian Crimson Hex #ED1C24 RGB 237, 28, 36 CMYK 0, 88, 85, 7
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Aa TY PO GR AP H Y Our main font for headings and displays is the inviting and trustworthy Merriweather, which is backed up by the simple serif font Myriad Pro, paying tribute to the JEO Consulting Group. Inc. Brand.
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VISUAL IDENTITY
PRIMARY FONT - HEADLINES
WEB WEIGHTS AND SIZES
Merriweather
Merriweather
H1: 30px, weight = 700 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
H2: 24px, weight = 700 H3: 16px, weight = 400
SECONDARY FONT - BODY COPY
WEB WEIGHTS AND SIZES
Myriad Pro
Myriad Pro
Body: 16px, weight = 400 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Support/Quotes: 14px, weight = 400
0123456789
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Terry O’Brien, 1939 - 2016
LO GO US AGE GU I DE LI N E S Repeat after me, I solemnly swear to uphold my brand’s integrity. I shall not change thy color. I shall not upload a pixelated logo to Facebook. I will defend the shape and constitution of my mark. So help me God.
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VISUAL IDENTITY
PRIMARY LOGO - Full Color Use this variation whenever possible.
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ALTE R NATI VE L OGO VAR I AT I O N S In cases where the primary logo isn’t feasible, use one of these alternative variations.
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VISUAL IDENTITY
GR A YS CA LE
R E VE R S E
WE B L OGO
JEO FOUNDATION 20
IC O N O G RAPH Y Our icons are mix of simple lines and bold accents to help maintain an uncluttered look, while still allowing the fun side of our organization to shine through.
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VISUAL IDENTITY
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VISUAL IDENTITY
PHO TO GRAP HY Photos should always be authentic and never staged. Photos should be clean and free of clutter, while focusing primarily on the people, communities and organizations that we serve.
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