826 National

INK.ED Part of 826 National Detroit, Michigan

Brandbook

INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK

Street Art For 3. Background History

5. Who We Are And What We Believe In? 7. Our Vision

11. Brand Guidelines (BG) 13. BG: Color

15. BG: Typefaces

INK

INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK INK.EDINK.EDINK.EDINK.EDINK.EDINK

The Community

K.ED

17. BG: Don’t Break the Rules!

19. Tone of Voice

20. Communication 21. Our Consumer 22. Our Store

23. Signage, Advertising, Stationery

2

Background History

In your hands is the brandbook for our branch of 826 National in Detroit, Michigan. Before we jump in to what INK.ED is all about, we’ll first dive in to a brief overview of what 826 National is.

826 National was founded in 2002 by Dave Eggers and Ninine Calegari. 826 stores provide students from under-resourced communities access to high-quality, engaging and free writing, tutoring and publishing progrms. Our goal is to provide students with the skills to succeed and inspiring, creative spaces to shine. Our storefronts remove the stigma associated with tutoring and it is a gateway for meeting families, teachers and volunteers. 826 National currently has locations in San Francisco, Los Angelos, Chicago, Detorit (INK.ED), Washington DC, New York City, and Boston. The mission of 826 National is to encourage the exploration of endless possibility through the power of writing.

INK.ED is the Detroit branch of 826 National. The “INK.” is our creative way of combining “incorporated” and in a literal sense, the ink used for street art and graffiti. The “ED” is short for “education”, since that’s the focus of what 826 National stands for.

INK.ED focuses on how street art can shape a community. Through our store we hope to encourage people to be creative and to express themselves. We believe that art can allow people to come together in a positive, uplifting way.

4

WHO

W E E R K.EDINK.EDINK.EDINK.EDINK.EDINK.E ?

A K.EDINK.EDINK.EDINK.EDINK.EDINK.E K.EDINK.EDINK.EDINK.EDINK.EDINK.E IN?

A WH

K.EDINK.EDINK.EDINK.EDINK.EDINK.E K.EDINK.EDINK.EDINK.EDINK.EDINK K.EDINK.EDINK.EDINK.EDINK.EDINK.E K.EDINK.EDINK.EDINK.EDINK.EDINK K.EDINK.EDINK.EDINK.EDINK.EDINK.E T E K.EDINK.EDINK.EDINK.EDINK.EDINK V K.EDINK.EDINK.EDINK.EDINK.EDINK.E DO E I L K.EDINK.EDINK.EDINK.EDINK.EDINK W E BE K.EDINK.EDINK.EDINK.EDINK.EDINK.E K.EDINK.EDINK.EDINK.EDINK.EDINK K.EDINK.EDINK.EDINK.EDINK.EDINK.E K.EDINK.EDINK.EDINK.EDINK.EDINK K.EDINK.EDINK.EDINK.EDINK.EDINK.E K.EDINK.EDINK.EDINK.EDINK.EDINK K.EDINK.EDINK.EDINK.EDINK.EDINK.E K.EDINK.EDINK.EDINK.EDINK.EDINK K.EDINK.EDINK.EDINK.EDINK.EDINK.E K.EDINK.EDINK.EDINK.EDINK.EDINK K.EDINK.EDINK.EDINK.EDINK.EDINK.E K.EDINK.EDINK.EDINK.EDINK.EDINK K.EDINK.EDINK.EDINK.EDINK.EDINK.E K.EDINK.EDINK.EDINK.EDINK.EDINK K.EDINK.EDINK.EDINK.EDINK.EDINK.E K.EDINK.EDINK.EDINK.EDINK.EDINK K.EDINK.EDINK.EDINK.EDINK.EDINK.E

Our Promise... ... is to satisfy our young, intelligent, and creative consumers with edgy, unique, and innovative products. Our products are designed to inspire people to bring art to life and make the community of Detroit THE place to be. We 100% guarantee that all proceeds INK.ED makes will go toward 826 National to help bring a brighter future to the youth.

Our Values... ... are to be a brand that dedicates ourselves in bringing art to life. We are a brand with a VOICE. We are a brand with a COLLECTIVISTIC approach to life.

We are a brand that FLOURISHES in the beauty of diversity. “Street Art For The Community� is the slogan we base our values on. We believe in the power of art bringing a community together.

Our Mission... ... is to be the only 826 store in the Detroit/Michigan area for students 6-18 and other young adults to find unique, innovative, and stylistic products. Our store is set up to create an environment where young adults and students can express their creativity in a welcoming, hip space. Our goal is to offer a product assortment so compelling and distinctive that the consumer feels an emotional tie to the brand and to 826 National.

6

Our Vision...

We are continuing to work with 826 National so that all our proceeds can fund the tutoring and educational programs for students. We aim to expand out brand through social media so that people from out of state can know what the Detroit branch of 826 National is all about! We see a future where the arts and the community can come together and create something beautiful. We believe that through our art and mission, value and promise statements, we can allow Detroit and it’s inhabitants the best chance at a richer, more educated, and united community. Art is powerful. Art serves a purpose. That purpose benefits society.

INK.ED

8

ink.eddetroitmichigancreati streetart communitytoget coolcitychildrenadolescent cultural826nationaleducati streetbuildingsthickedygrun nininecalegarinostigmawrit voicelifecollectivistvaluesd culturelearn826nationalen rebelliousconfidentstrongq controversalnoveltyteensg streetink.edtechnologycityr adolescentsedgycaptivating unconventionalgrungymichig funeducationcreativespacef emotionalcompelling826nat

iveedgyinnovativestylisticin therstrongempoweringpaint tsdowntownbeautifulrelax iontutoringproductsstores ngedejavuengagingdaveegger tingreadingfunpaintcreative detroitmichigantechnology ngagingeducationedgyhipster quirkyfunplayfulurbanunique graffitifrivolouscheekycool rebelliousvaluescommunity guniqueartpowerfulreading ganmotowncarmotorstyle futurehipenviornmentgoals tionalpromiseink.edlearning

Brand Guidelines We will forever be identified for our fun, edgy, creative and artistic space and appearance. Our trademark image is the splatter paint logo. Our trademark lockup is the spatter paint image with INK.ED alighed in the middle. The logo constantly changes size and color to stay current with new products. This helps our company stay innovative without fading from our preferred image. Our brand can also be identified by using just the lettering (INK. ED). INK.ED can also be seen as a repeating pattern (as seen on some pages of this brand manual). Our street art will eature our main three colors, along with black and white. The logos

featured on these two pages of the manual are examples of how our logo can be displayed. As you can see, there is some free range for you to explore with. The size of our logo varies depending on where it is placed on the page, and depending on what merchandise it is on. For example, the logo can be featured on anything ranging from posters, signage, clothing, letterheads, business cards, and so forth.

INK.ED

INK.ED

INK.ED INK.ED

INK.ED

ink.edink.edink.ed ink.edink.edink.ed ink.edink.edink.ed ink.edink.edink.ed ink.edink.edink.ed ink.edink.edink.ed 12

lo r

Co

Black

Ne

Ne

al Te on

on Pin k

Purple

ite Wh

Bright

Our brand has a set color scheme of three main colors, Neon Pink, Neon Teal, Bright Purple, and black and white.

These colors are seen throughout the brand and is incorporated in our products. However, in our paint products, while these colors will be featured, that doesn’t mean we don’t encourage the use of other colors. We want our consumers to express their full creative potential.

Bright Purple: #BB1E70 RGB: 188, 30, 112 CMYK: 25, 100, 28, 1 Black: #000000 RGB: 35, 31, 32 CMYK:100, 100, 100, 100, 100 Neon Pink: #EE255E RGB: 254, 28, 92 CMYK: 0, 97, 48, 0 Neon Teal: #00E1FF RGB: 87, 198, 221 CMYK: 57, 0, 6, 0 White: #FFFFFF RGB: 255, 255, 255 CMYK: 0, 0, 0, 0

14

ink.ed ink.ed ink.ed ink.ed ink.ed ink.ed ink.ed ink.ed ink.ed ink.ed nk.ed ink.ed ink.ed

T

Y

P

Thickedy Grunge - One weight - Upper and Small Caps - Use for Headers and Titles

- Can use any of 5 theme colors - Use for Logo lockup - When standing alone from logo:

- Can use in black, white, bright

puple, neon pink and neon teal - When with logo:

-Use in white only - Headers can be any size

O

G

G

DejaVu Sans - 9 weights: - Condensed

INK.ED INK.ED INK.ED INK.ED INK.ED INK.ED INK.ED INK.ED INK.ED INK.ED INK.ED INK.ED INK.ED INK.ED

- Condensed Oblique

- Condensed Bold

- Condensed Bold Oblique

- Extra Light

- Book

- Oblique

- Bold

- Bold Oblique - Body text:

- Use book

- Size 12 font

- Black or white

R

A

P

H

Y

16

Don’t Break Do’s Body text white. Body text white. Body text white.

INK.ED

black. Body text black .Body text black. Body text black. Body text black.

Header Thickedy Grunge Body text DejaVu Sans size 12. Body text DejaVu Sans size 12. Body text DejaVu Sans size 12. Body text DejaVu Sans size 12. Body text DejaVu Sans size 12. Body text DejaVu Sans size 12. Body text DejaVu Sans size 12.

The Rules Don’ts INK.ED

Body Body Body Body Body

text. Body text text.Body text text Body text. text. Body text. text. Body text.

Header DejaVu Sans Body text Thickedy Grunge size 12. Body text Thickedy Grunge size 12. Body text Thickedy Grunge size 12.

Body text Thickedy Grunge size 12. Body text Thickedy Grunge size 12. Body text Thickedy Grunge size 12.

Body text Thickedy Grunge size 12. Body text Thickedy Grunge size 12.

18

Tone Of Voice Youthful Creative Free Spirited Edgy Direct Honest Educational Cheeky Cultural Fun Street

Communication F A C E B O O K

I N S T A G R A M

Visit 826national.org and scroll down to the bottom to find the quick link to our website. Or go to INK.ED826National.com

Our voice is our consumer’s voice. With the help of our website, facebook and instagram pages our brand-consumer relationship has grown stronger than ever.

20

Our Consumer

Target Audience: 6-18, Young Adults Edgy, Creative, Open-Minded Students Intelligent, Eager to Learn People Of Detroit 826 National Artists, Innovators, Creative Thinkers Rebellious, Quirky, Free Strong, Urban

Our Store Our store features a unique variety of T-Shirts, like the examples above, along with a wide selection of other, interesting, fun products.

For more information and to see other examples of our products, visit our website.

Store Location: 356 North Main Street, Detroit, Michigan, 48127 Website: INK.ED826National.com Facebook: https://www.facebook.com/INK.ED826National Instagram: https://www.instagram.com.INK.ED/

22

Signage Advertising Stationary

24