Brand Guidelines Book
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CONTENTS
Contents CAMPAIGN BRIEF
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LOGO
06
COLORS
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TYPOGRAPHY
14
CHARACTERS
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PHOTOGRAPHY
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APPLICATION
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TEAM
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CAMPAIGN BRIEF
WHAT IS THIS? YOUOK is a campaign that aims to promote positive mental health education and awareness. The campaign was conceived in 2015 through federal grant funding and was created for students, by students. One of the most important facets of the campaign is to create awareness surrounding the issues of suicide prevention and mental health disorders. Providing students, faculty and parents with information about the positive and negative effects of these behaviors gives us the opportunity to change public opinion and create a platform for education.
CAMPAIGN GOALS COMMUNICATE Mental health awareness to students/faculty and parents.
CREATE Materials to teach students best practices for self-care.
Warning signs of positive & negative mental health.
Positive social change in mental health stigma on campus
PROMOTE Helpful resources to students both on and off campus.
INSPIRE ACTION Encourage students to take actions that benefit both themselves and their peers, on and off campus.
Safe spaces for students to talk about mental health.
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BRAND LOGO PRIMARY LOGOTYPE
PRIMARY LOGOTYPE WITH WEBSITE
youokcampaign.com
Rounded typeface reinforces campaign’s friendly approach. Heavier emphasis on YOU letters to separate the words. 6
Use of “OK?” carries the campaign’s main theme of creating conversation around the topic of mental health and awareness.
LOGO SPACING
Primary Logo Space around must be at least half the height of the logo on all sides.
youokcampaign.com
Primary Logo with website Space around must be at least one third the height of the graphic on all sides. 7
LOGO COLORS
LOGO BACKGROUND: On white: Logo should appear in black or in color. On black: Logo should appear in solid white. On color: Logo should appear white or dark overlay. 8
ONE COLOR OPTION: When on white the logo can appear in one color, selected from the YOUOK color palette, primary or secondary.
TWO COLOR OPTION: Logo can appear in two colors. Colors must be chosen in pairs based on the YOUOK secondary color palette. The “OK� should be colored in the darker of the pair of colors. 9
LOGO USAGE POSITIONING
LOWER RIGHT CORNER
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On printed materials, logo should always be placed in lower right hand corner, with adequate space given around it.
VERTICAL LEFT
This credit byline “Created by students for students” must appear on all printed material.
Created by students at St. John’s University
HORIZONTAL
Typeface: Monsterrat Regular Size: 6-8pt, TBD on trim size. Positioning: Upper right, vertical
Created by students for students
Created by students for students
CREDIT BYLINE
VERTICAL RIGHT
Text should appear in white or black but must be clearly visible and readable. 11
COLOR SCHEME PRIMARY COLORS CMYK:0/0/0/89
CMYK:0/0/0/0
SECONDARY COLORS: CHARACTERS
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CMYK:0/18/100/0
CMYK:0/34/100/3
CMYK:19/57/97/4
CMYK:35/52/2/0
CMYK:58/68/6/0
CMYK:73/96/3/0
CMYK:51/18/4/0
CMYK:72/45/0/0
CMYK:94/88/0/0
CMYK:0/93/85/0
CMYK:14/98/98/4
CMYK:31/97/94/41
CMYK:26/0/2/0
CMYK:45/0/0/0
CMYK:78/29/25/1
CMYK:4/2/65/0
CMYK:11/7/76/0
CMYK:26/11/83/0
CMYK:0/58/91/0
CMYK:0/76/82/0
CMYK:24/83/100/18
CMYK:37/15/70/0
CMYK:50/26/78/5
CMYK:65/42/100/31
The YOUOK logo will appear most commonly in it’s primary colors. There may be cases where the logo appears in one of its secondary colors.
Each of the secondary colors correlates to a particular character in the campaign and is associated with a certain emotion. Additionally there are six pastel colors with light and dark shades that can serve as backgrounds for the characters. SECONDARY COLORS: PASTELS
CMYK:58/3/0/0
CMYK:100/45/0/4
CMYK:0/83/52/0
CMYK:19/96/76/0
CMYK:54/0/39/0
CMYK:86/20/78/5
CMYK:0/18/70/0
CMYK:10/49/80/0
CMYK:0/48/71/0
CMYK:13/83/100/3
CMYK:18/49/2/0
CMYK:36/64/2/0
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TYPOGRAPHY PRIMARY TYPEFACE
MONTSERRAT Montserrat is at the core of our brand, acting as a familiar and friendly voice across the campaign. Montserrat should be used for titles and headings on most outputs both digital and print. It can also be used for subheads, call outs, and short blocks of text, but should be avoided for extended reading or body copy.
When designing with only Montserrat, make sure to significantly differentiate between headers/titles, subheads, and copy using size, weight, all caps, and color if needed. Whatever hierarchy is established, it must remain consistent.
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LIGHT
Aa Aa Aa
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz
REGULAR
AaBbCcDdEeFf GgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz
BOLD
AaBbCcDdEeFf GgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz
LOGO TYPEFACE
OK SANS OK Sans is our custom typeface used for the logo and for text on our stickers. It has a lot of personality and quirks but feels approachable with its slightly rounded corners.
LIGHT
Aa Aa Aa
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz
REGULAR
This typeface should be used sparsely in designs since we want the logo to feel unique. On materials that do not feature the logo, OK Sans can be much more prominent.
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz
BOLD
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz
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TYPOGRAPHY SECONDARY TYPEFACES
ROBOTO For an extended typographic palette these are the recommended typefaces. Roboto offers a nice contrast with Montserrat in both width and genre, while offering a similar range of weights. Should you need a monospaced typeface for any reason, it is a good idea to use Roboto Mono.
As for a serif typeface either Roboto Slab or Aleo is recommended. Both are friendly and represent the tone of the campaign but Aleo comes with italics, which makes it a good choice for extended reading such as in booklets or brochures.
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Aa Aa Aa LIGHT
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz
REGULAR
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz
BOLD
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz
ROBOTO MONO
ALEO
Aa Aa Aa
LIGHT
LIGHT
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz
REGULAR
Aa Aa Aa
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz
REGULAR
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz
BOLD
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz
BOLD
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz
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CHARACTERS
CAMPAIGN CHARACTERS A set of 8 characters were illustrated for the campaign. Each character is meant to represent an emotion and relates to a certain set of feelings that students can relate to.
Characters represent a wide range of emotions that students experience at various times throughout college. Characters may appear in situations with or without students in them.
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CHARACTERS
INDIVIDUAL SIZING – OUTLINES When scaling the characters, double check the outlines of the characters. If the line looks thin, you may be using the wrong asset. To avoid this, use assets that have their strokes outlined so that they can properly scale. Below we have two different assets, one where the outline is a stroke (left) and the other where it is a shape because it is outlined (right).
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GROUP SIZING – PROPORTIONS When featuring multiple characters do not scale them individually. This ruins their relationship to one another, they were not all meant to be the same height and size. To avoid this, make sure to select all the characters (and that they are all outlined) before scaling, so they have the same proportions.
When laying out the characters in a uniform grid you should scale them as a group first. They were made to relate to each other but have different shapes and sizes. By trying to make them the same size they end up looking awkward and odd. Additionally it makes their outlines different thickness. Look at Katie (sad) when she is scaled up in the bottom one her lines get really thick, but Kevin (stress) who is usually large has been scaled down, and his lines become noticeably thinner, making the whole layout seem off. 23
CHARACTERS
ROB
THE HAPPY GUY Rob should be used in situations where we are promoting general happiness and well-being. This could be related to any type of positive event or emotion. He is usually seen wearing a hat but can appear without it. Accessories include baseball bat, mitt and telephone.
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ANDREA THE PROUD GIRL
Andrea represents emotions of confidence and pride. She is very athletic and should be most utilized for situations in which we are feeling proud. This may be most related to sports and athletics.
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CHARACTERS
JACOB THE COOL GUY
Jacob is the “Cool Guy.� He is laid-back and low stress. He is most typically seen doing activities that make him feel relaxed and happy such as lounging around or hanging out. He takes time out of his day to make this a priority as it is essential to his mental health.
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MAX THE ANGRY ONE
Max is usually seen as upset and angry. This short-tempered behavior causes him to lash out, due to poor mental health practices. He should be used in situations where there is a positive turn around in his behavior. He is hesitant to seek out help and talk about his problems, so putting him into situations where he is doing this demonstrates positive turnaround. 27
CHARACTERS
BELLA THE LOVING ONE
Bella is the character that can message around relationships and romantic emotions. She can be utilized in situations where students are with positive or negative relationships in their lives. Since love is not always romantic, the relationships don’t always have to be romantic, they could be friends or even teammates. 28
NED
THE ANXIOUS ONE Ned is extremely anxious and often worries about school. Like other students, he tries to be the best he can and never let anyone down. When he is overwhelmed he doesn’t reach out to friends and family and is self-destructive. He should be used in high stress situations where his friends and family can intervene and help him make better choices. 29
CHARACTERS
KATIE THE SAD GIRL
Katie suffers from depression and her bouts of sadness are sporadic. Most times, she must take medication and seek out therapy to talk about how she feels. The goal for Katie is that she understands her illness and what practices can make her better. Over time, she will move from being extremely sad to being happy and better managing her mental illness.
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KEVIN THE STRESSED GUY
When Kevin is stressed, he blows up. He stress-eats and has bad acid reflux because of it. He must learn to manage his stress and anxiety levels or this is bad for his health. Kevin is another character should be used in situations where intervention is necessary for a positive turnaround.
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PHOTOGRAPHY
When photography is used on the campaign, there are a few ground rules that need to be followed. Photos should convey an approachable and warm friendliness that is consistent with the brand. Subject matter is important. The message behind the photograph should always be positive and never highlight negative or harmful behaviors. All subjects must sign a photo release form. 32
GROUND RULES WHILE SHOOTING – Opt for natural lighting, if p ossible. – Images should be shot both in p ortrait and lands cape. – C amera resolution should be 300dpi or higher. – Photos should be shot in RAW + JPEG.
SUBJECT MATTER – All subjects must sign a Photo Releas e Waiver. – Subjects (people) should be diverse and well repres ente d. – Subjects must be wearing plain apparel unless it is official SJU merchandise and gear. No logos, trademarks or other c ompanies should be visible in the shots.
EDITING – All photos should be re-save d as NEW photos and place d in a separate EDITED folder. – Photos should not be overexp ose d or oversaturate d. 33
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youokcampaign.com
youokcampaign.com
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APPLICATION
It’s pretty easy to put all of these assets together in a smart and logical way. Once applied to output materials, be sure to double check that all deliverables meet our brand standards These are some examples of how the brand should be applied. 36
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10 ways to take a break 10 ways to take a break
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I’M OK
I’M NOT OK
How are you feeling? Self-aware & calm
Irritable or impatient
Angry
Aggressive & out of control
What’s your stress level? Coping & managing well
Worried & nervous
Very nervous & panicky
Highly anxious panic attacks
What’s your outlook? Optimistic & positive
Overwhelmed & losing hope
Negative & hopeless
Procrastinating & forgetting
Poor performance
Unable to perform duties
Restless & disturbed sleep
Sleeping too much or too little
Depressed or suicidal thoughts
How are you working? Working productively How are you sleeping? Sleeping normally
Trouble sleeping
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YOUOK TEAM
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AARIS SHERIN Creative Director
REBECCA BROOKER Graphic Designer
MICHAEL LAGATTUTA Graphic Designer/Illustrator
ELIZABETH KOEHLER Graphic Designer
STEVEN VERDILE Graphic Designer
KAYANA TERNIZE Graphic Designer
IDALEA CINQUEMANI Graphic Designer (2015-2016)
BENJAMIN HUNT Graphic Designer (2014-2015)
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