Bt brand guidelines v3

Page 1

BRAND GUIDELINES November 2016


INTRODUCTION AND TABLE OF CONTENTS

3

Brand strategy

8

Our new logo

15

Clear space

17

Color

19

Typography

24

Photography

29

Layout examples

Breakthrough Collaborative Brand Guidelines 1


BRAND STRATEGY


THE BREAKTHROUGH COLLABORATIVE BRAND STRATEGY

Breakthrough Collaborative Brand Guidelines 4

Our new Brand Strategy was developed in partnership with key stakeholders from across 
 the Collaborative, and positions Breakthrough for further success in the future by:

Telling a foundational story that inspires people, funders, organizations and partners to
 donate time and resources to Breakthrough Collaborative’s critical mission.

Better reflecting a singular vision of Breakthrough Collaborative and its affiliates.

Creating brand consistency across our affiliates, in both messaging and visual expression, 
 to support our Collaborative’s integrated approach.

Delivering a distinctive brand experience that engages new partners and creates
 stronger relationships with existing donors.

Reinforcing the Collaborative’s reputation for excellence to keep attracting great talent.


OUR STRATEGY BRINGS BREAKTHROUGH’S PERSONALITY TO LIFE

Breakthrough Collaborative Brand Guidelines 5

The Collaborative offers an open, forward-looking culture that values academic excellence, intellectual curiosity, a dedicated work ethic and FUN!

Professional •

We take education seriously, even though
 we like to have fun.

Fun •

We like to wear costumes.

We like to cheer. We know that when
 learning is engaging and student-focused,
 outcomes improve.

We present Breakthrough as professionally
 as possible.

Informed •

We know and care about issues in education.

We know the difference between Common
 Core and Core Power Yoga!

Caring •

We take care of each other. Breakthrough is
 a supportive community where everyone counts.


HOW WE WANT OUR COMMUNICATIONS
 TO LOOK AND FEEL

Breakthrough Collaborative Brand Guidelines 6

The new expression of Breakthrough’s personality

TRADITIONAL

FORMAL

UNDERSTATED

MODERN

FRIENDLY

EXTROVERTED


THE BREAKTHROUGH COLLABORATIVE
 BRAND POSITIONING: THE RIPPLE EFFECT

Breakthrough Collaborative Brand Guidelines 7

We have a special story that we have to tell, because our students need a Breakthrough

Just as a stone thrown into a body of water creates ripples that radiate outward toward its shores, one teacher’s passion and energy can create an enriching and successful experience that radiates through his or her students’ lives. And we also know that for many under-resourced individuals, a college education can be the catalyst not only for personal fulfillment but also for positive changes within their families, and by extension, their communities. However, in an era of almost constant change, how we educate under-resourced students across the U.S. has remained static and is largely unsuccessful. That’s where Breakthrough has come in. Leveraging a long-term model and a national network of diverse education professionals and trained student-teachers, the Collaborative has been effectively equipping those most in need to achieve academic success for decades through an innovative, multifaceted and proven approach. Breakthrough Collaborative bridges the all-too-common gap between under-resourced individuals and a college degree through a long-term, multi-stakeholder approach that creates benefits for an ever-widening circle of individual students, teachers, families and communities. Creating benefits that multiply throughout our communities.


OUR NEW LOGO


THE BREAKTHROUGH COLLABORATIVE
 GRAPHIC ELEMENT: The Enzo

The Enzo is a visual representation of 
 Breakthrough’s new brand position.
 It serves as a visual shorthand for ripples 
 of success in the communities that our 
 affiliates serve. Each icon symbolizes a unique element in 
 the Collaborative’s approach to delivering 
 opportunity for high-achieving students 
 in the underserved communities where our 
 affiliates operate. The Enzo represents the portal of opportunity 
 through which our students, student-teachers, 
 and teacher-coaches “break through.”

Breakthrough Collaborative Brand Guidelines 9


Breakthrough Collaborative Brand Guidelines 10

THE BREAKTHROUGH COLLABORATIVE BRANDMARK

More than any other element, the brand logo represents Breakthrough’s ideals to its audience. Please use the logo with care in every application. Always use the artwork provided without alteration or manipulation.

Logo

Monogram

Print using 3 PMS inks whenever possible (see page 18 for details).

Use only in special cases; should never coexist with the 


CMYK inks lose their intensity and color purity.

main logo in the same space.


BRANDMARK: USING IT AS A MONOGRAM

Breakthrough Collaborative Brand Guidelines 11

The monogram is an alternative brand logo; it should never be placed in the same space 
 or on the same page as the main brand logo. Use it to brand small or tiny spaces, like page footers or small items.


Breakthrough Collaborative Brand Guidelines 12

LOGO: SINGLE-COLOR VERSION For single-color version, use only Blue and Gray (50% Black) versions. For the affiliate logos, use the same treatment.

Logo

Icon

Use only Blue or Gray (50% Black).

Use only Blue or Gray (50% Black).


AFFILIATE LOGO APPLICATIONS

Breakthrough Collaborative Brand Guidelines 13

The names of the affiliates are Orange (PMS 1375), and are always the same type size, 
 except for long city names like “San Juan Capistrano.” Follow the type size set in the 
 provided logo files.


Breakthrough Collaborative Brand Guidelines 14

LOGO USES

Never rearrange the logo elements.

Never add graphic elements to the logo.

Never distort the logo.

Never rotate the logo.

Never lock up the logo with other text.

Never change the color of the logo artwork; always use the logos as provided.

IS IN YOUR TOWN

For negative versions, use only white on blue.

For one-color versions, use only Blue or Gray (50% Black) on White paper/backgrounds.


CLEAR SPACE


Breakthrough Collaborative Brand Guidelines 16

The logo’s clear space is defined by the height of the interior white space in the Enzo.

X

X

X defined

X defined

X

X

Minimum size for logo use. The logo should never be less than 0.5� in height, as shown to the right.

X

X

X

X


COLOR


Breakthrough Collaborative Brand Guidelines 18

OUR EVOLVED COLOR PALETTE

Use our primary
 for headlines.

Primary

Secondary

Use our secondary
 for charts. 50%

Use Black for small-font
 body copy. Balance use of primary
 and secondary pallets
 to create subtle outcomes.

80%

50%

10%

50%

Red PMS 7416 R235 G104 B82 C0 M60 Y60 K0

20%

30%

100%

Black and Grey scale

Blue PMS 3005 R0 G121 B193 C85 M19 Y0 K0

80%

70%

80%

50%

Orange PMS 1375 R255 G158 B22 C0 M40 Y90 K0

80%

50%

PMS 480 R202 G168 B145 C15 M29 Y33 K0

80%

50%

Yellow PMS 116 R255 G210 B108 C0 M16 Y100 K0


TYPOGRAPHY


TYPOGRAPHY

Breakthrough Collaborative Brand Guidelines 20

We have defined our typography style to achieve a distinctive look across our identity. We prefer that you use our primary fonts as often as possible for all communications. If you are unable to use these primary fonts, we have provided secondary fonts, referenced on the following page. To set headline copy, use only the all caps in Futura STD Extra Bold and Bold Condensed to create visual interest.

!

FUTURA STD EXTRA BOLD CONDENSED

USE ALL CAPS ONLY Headlines

!

FUTURA STD BOLD CONDENSED

USE ALL CAPS ONLY Subheadings

Subheadings

Body copy

Futura Std Bold

Futura Std Book


ALTERNATIVE TYPOGRAPHY

Breakthrough Collaborative Brand Guidelines 21

We have identified secondary fonts for applications where it is not possible to use our primary fonts. These fonts are available in Windows Office. Our preferred style of headline copy is only all caps in Impact.

!

Impact

USE ALL CAPS ONLY Headlines

Subheadings

Body copy

Tw Cen MT Bold

Tw Cen MT Regular


USING TYPOGRAPHY For White headlines, frame the words with color boxes (just for headlines with no more than two lines), and always with primary colors.

BREAKTHROUGH IS MORE THAN EDUCATION BREAKTHROUGH IS MORE THAN EDUCATION BREAKTHROUGH IS MORE THAN EDUCATION

Breakthrough Collaborative Brand Guidelines 22

Highlight the important words or phrases with primary colors other than Blue.

BREAKTHROUGH IS MORE THAN EDUCATION BREAKTHROUGH IS MORE THAN EDUCATION BREAKTHROUGH IS MORE THAN EDUCATION


USING TYPOGRAPHY

Breakthrough Collaborative Brand Guidelines 23

HEADLINES: Futura Std Extra Black Condensed SUBHEADS: Futura Std Bold BODY COPY: Futura Std Book

BREAKTHROUGH IS MORE THAN EDUCATION Exerciunt simusci lluptae dolupta ecepel iuscius erum adicia simagna turent. Upti cum quamus suntur audae porpos cum doloraero is ad ut exped quia arum num iundiam que sum expedit pro iurist, tem fugianisin estibus aut ma dellab ipsunt aut aritam, tent quiate maiorep erferios rem alique voluptate con expliqui suntur si blanimin restis ditiamus quam quiaecu mendae nat fugitatem ulloris et harunt modignisitae sit, soles vel expel enditius a dem solor sita di reius, nimaxim iniendio occupienim nimus essume pelessinti quamusape omniatest, omnias molupta tempore liciet aut officiet utati occae idus enda vellige ndellaut prepra et facerior a ad et voluptatem dolores tiatiandam asit re cus simusap itiantet que santem eiumque que volest, con por sed qui officiis enihiciis eum, iur, solupta vernam imolenimi, is placcuptate nem quatus ent el ma que quatur, que nitiasp ernam, tota nim volorit eliqui sequia ipsum qui to te nonem andit eatemperae ped quos il ipsam ut eumet esequia debit quo dolest vel id ut et licius.

BREAKTHROUGH IS MORE THAN EDUCATION Exerciunt simusci lluptae dolupta ecepel iuscius erum adicia simagna turent. Upti cum quamus suntur audae porpos cum doloraero is ad ut exped quia arum num iundiam que sum expedit pro iurist, tem fugianisin estibus aut ma dellab ipsunt aut aritam, tent quiate maiorep erferios rem alique voluptate con expliqui suntur si blanimin restis ditiamus quam quiaecu mendae nat fugitatem ulloris et harunt modignisitae sit, soles vel expel enditius a dem solor sita di reius, nimaxim iniendio occupienim nimus essume pelessinti quamusape omniatest, omnias molupta tempore liciet aut officiet utati occae idus enda vellige ndellaut prepra et facerior a ad et voluptatem dolores tiatiandam asit re cus simusap itiantet que santem eiumque que volest, con por sed qui officiis enihiciis eum, iur, solupta vernam imolenimi, is placcuptate nem quatus ent el ma que quatur, que nitiasp ernam, tota nim volorit eliqui sequia ipsum qui to te nonem andit eatemperae ped quos il ipsam ut eumet esequia debit quo dolest vel id ut et licius.


PHOTOGRAPHY


PHOTOGRAPHIC STYLE 1: DOCUMENTARY STYLE

Breakthrough Collaborative Brand Guidelines 25

Use “real” people; avoid models and pictures that appear staged. Aim for a documentary style of photography in which people and situations 
 look natural and alive. Avoid saturated colors, strained poses, professional models, and artificial or photoshopped lighting.


PHOTOGRAPHIC STYLE 2: METAPHORIC

To support our documentary photography style, we can also use metaphors to communicate an idea that connects with the Enzo or the “advance curve.” This option should be natural, without artificial Photoshop treatments, and should be backed by allusive copywriting.

Breakthrough Collaborative Brand Guidelines 26


PHOTOGRAPHIC STYLE 2: SILHOUETTED

R SIMTH LE AND HANNYE HORENTH BRIGG gnat 
 ma od i ar m eu Em conse tquamr tem reium ratia eris anduntues

Silhouetting the photos to remove extraneous elements while creating 
 a bolder look and feel enhances 
 the human presence and personality.

Breakthrough Collaborative Brand Guidelines 27


PHOTOGRAPHIC DONT’S

Use “real” people; avoid models and obviously staged pictures.

Avoid collages, digital compositions or fantastic allusions.

Avoid filters and artificial coloring or lighting.

Breakthrough Collaborative Brand Guidelines 28


GRAPHIC ELEMENT—CURVE

Breakthrough Collaborative Brand Guidelines 29

Use the curve to suggest White space; place the logo to the right. To enrich the curve and make it versatile, 
 an extra, translucent “ripple” can be used.

100% White

50% White (transparency)


LAYOUT EXAMPLES


FOLDER

Breakthrough Collaborative Brand Guidelines 31


LETTERHEAD

In this case, we avoid using the curve in order to keep the page clean.

Breakthrough Collaborative Brand Guidelines 32


BUSINESS CARDS

Front

Breakthrough Collaborative Brand Guidelines 33

Back


TRIFOLD

Use the curve to split the design in two: • 50% image • 50% info, on blue background

Breakthrough Collaborative Brand Guidelines 34


TRIFOLD

Breakthrough Collaborative Brand Guidelines 35


USING PHOTOGRAPHY WITH THE CURVE

Breakthrough Collaborative Brand Guidelines 36


Breakthrough Collaborative Brand Guidelines 37

ALL TOGETHER

SUSAN ACKERLY AND JENNY JACKSON Educational Consultant Chicago, IL/San Francisco, CA and Student


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.