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
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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
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The new expression of Breakthrough’s personality
TRADITIONAL
FORMAL
UNDERSTATED
MODERN
FRIENDLY
EXTROVERTED
THE BREAKTHROUGH COLLABORATIVE BRAND POSITIONING: THE RIPPLE EFFECT
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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.”
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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
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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.
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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
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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.
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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
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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
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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
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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
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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
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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
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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
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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.
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PHOTOGRAPHIC STYLE 2: SILHOUETTED
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Silhouetting the photos to remove extraneous elements while creating a bolder look and feel enhances the human presence and personality.
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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.
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GRAPHIC ELEMENT—CURVE
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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
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LETTERHEAD
In this case, we avoid using the curve in order to keep the page clean.
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BUSINESS CARDS
Front
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Back
TRIFOLD
Use the curve to split the design in two: • 50% image • 50% info, on blue background
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TRIFOLD
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USING PHOTOGRAPHY WITH THE CURVE
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ALL TOGETHER
SUSAN ACKERLY AND JENNY JACKSON Educational Consultant Chicago, IL/San Francisco, CA and Student