Lovestrong Brandbook by Tiffany Nagari

Brand Research

LOVESTRONG Research

Brand Research

LOVESTRONG Brand Book

Contents

This is the guide to basic elements that make up Lovestrong. We are sharing this guide to help you get to know us better. 02 04 06 08 10 12 14 16 18 20 22 24

Contents Brand Research About us Story behind the name Our logo Variations Our Colors Scaling Our Typeface Our Brand Signature Logo Protection Zone Doâ&#x20AC;&#x2122;s and donâ&#x20AC;&#x2122;ts

LOVESTRONG Brand Research

Case Study

A 2007 survey by Indonesian Ministry of Social Affairs estimated that 12 Cities in Java have over 250,000 homeless children. Jakarta alone is estimated to have over 30,000 homeless children on it’s streets. Kids nowadays, living in midst of lavish life that they can get almost everything that they want. We can see that almost all primary school children already own the latest gadgets and other expensive toys that they want. On the other hand, there are kids that aren’t so lucky unlike us, that they can’t get everything that they want easily and even have problem to afford their meals, good education, health matters, and proper shelter to go through their day. To sum it up, there’s still much social problems around us that we still don’t aware of. Of all the problems above, we decide to solve it by raise the awareness by create a platform that can help people that in need to support their life so that they can share the happiness of living a better life.

LOVESTRONG Introduction

The lovestrong foundation raise the fund to help children that canâ&#x20AC;&#x2122;t afford their basic needs. We collaborates with a group of young designers / illustrators who love children and concern about children rights. We create and publish storybooks for primary school children as a platform to express our creativity for a good cause which will be sell to the public to raise the fund to help children who are excluded from or underserved by education systems. We focusing on giving them free, compulsory quality education for all children as it is the key to peace and social development Also, protecting children from violence, exploitation and abuse. Lovestrong is united of one strong vision and mission to build a long lasting and concrete foundation that have a strong power and togetherness of love and compassion that is gathered together to support children meet their basic needs. We also give emotional support to children so they can grow strong, have a dream, and become successful by expand their opportunities to reach their full potential with us.

About us

LOVESTRONG Introduction

love |ləv| noun

an intense feeling of deep affection: babies fill parents with intense feelings of love

strong |strôNG| adjective

having the power to move heavy weights or perform other physically demanding tasks: she cut through the water with her strong arms.

Story behind the name

“Rich kids gave us their old clothes. They were the best clothes we ever had. We were these very pure, naive, poor children. The rich kids called us a lot of names but it never bothered us because we didn’t know what the words meant.” What a tearful statement, that’s why we really appreciate a core value of sharing and know that many people are often ignorance to social issues around them, we need to raise the awareness so people share and help other people in need. As a creative people, we believe in art and we believe that art can make a change. And that is also what inspire us to help other people in need. We came up with a name, lovestrong that defines a strong feeling of love and compassion towards children which gathered together as one to support, give hope and as a warm shelter for children.

LOVESTRONG Brand Guidelines

with strapline

without strapline

Our Logo

Our logo is crafted with love and care. We must treat it nicely because the logo is very meaningful to all parties. The concept of the logo is using kids handwriting to represent hope as they are the future generation. It’s not just we created the logo, but they also takes part to made up lovestrong foundation. It is depicted on a kid’s handwriting that is used the logo as we can see there also have the symbol of love (that has long been used as a symbol to refer to the spiritual, emotional, moral, and the intellectual core of human being) on the “o” of the lovestrong. To make the logo still look formal, we put the strapline “all for children” with a proper font. As for the yellow box behind, it shows optimistic and cheerful. To sum it up, the logo shows an optimistic, kind, and friendly feel as a social foundation that supports children right.

LOVESTRONG Brand Guidelines

Yellow Version

Variations

Black & White Version

LOVESTRONG Brand Guidelines

The Lovestrong primary color is yellow. It helps to build awareness and association with master brand. In psychology, yellow is the color of the mind and intellect, also, opstimism and cheerful. If you want to use them, always use the value listed below to maintain the original color.

Bright Yellow

c5 m9

r 247

y 98

g 219

b 90

Our Colors

The secondary colors are used to support and enhance or primary colors. The Lovestrong master brand secondary color palette is shown here.

Grey

Black

c 19

m 15

r 204

y 16

g 204

b 204

k 100

LOVESTRONG Brand Guidelines

100%

80%

60% Scaling sizes % to centimetres (cm) 100% = 10 cm x 2 cm

40%

80% = 8 cm x 1.6 cm 60% = 6 cm x 1.2 cm 40% = 4 cm x 0.8 cm 20% = 2 cm x 0.4 cm

20%

Scaling

Our logo can be used in sizes that is relatively small and very large. In order to make it readable, legible, and visually in proportion in range of sizes, you must tweak the logo that correspond to size range specified. With decreasing size, the letter forms within the logo may begin to distort and the logo could become illegible. Never after the size of the logo in a manner that affects its proportions. Note that if usage of the logo below 40%, the strapline below need to be removed because it begins to become unreadable.

LOVESTRONG Brand Guidelines

Century Gothic Based on aesthetic and technical considerations. Century Gothic is used as our strapline font. Itâ&#x20AC;&#x2122;s a nice, simple font, good for headlines.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.<:;!@#$%^&*)0123456789

Regular

Italic

Bold

Bold Italic

Our Typeface

PT Sans PT Sans family is used for corporate materials and documents such as namecards, stationery, marketing collateral such as brochure, newsletter, and promotion media. It describes the personality of the brand strongly, friendly yet formal.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.<:;!@#$%^&*)0123456789

Regular

Italic

Bold

Bold Italic

LOVESTRONG Brand Guidelines

Grey

White

Our Brand Signature

Our brand have a signature, which is the Lovestrong pattern that made up from children handwritings. That’s all children handwriting gathered and made as a pattern for Lovestrong foundation. Each handwriting represent hope as they are the future generation. Lovestrong cares about them so we created this pattern. It’s not just we created the logo, but they also takes part to made up lovestrong foundation. The brand signature comes in 2 colors, they all are adopted from our corporate colors which are white and grey. The brand signature can be used together with the logo. Never put the logo in a manner that affects its proportions. Note that the usage of the logo must be in the same size with the other handwritings on the pattern, and the usage of the pattern can’t be too much, or else its will be too crowded. So don’t mess it up.

LOVESTRONG Brand Guidelines

clear space is the size of the Lovestrong square

Logo Protection Zone

We have a minimum spacing requirement to protect our logo from overlapping with other objects. Note that our logo have a minimum spacing requirement wherever used in other areas. The minimum space is the same size of the Lovestrong square. No visual items such as graphics or text may enroach on the clear space around the logo device, or be attached or connected to the logo device other than a solid background which does not obsecure its visibility.

LOVESTRONG Brand Guidelines

Doâ&#x20AC;&#x2122;s and Donâ&#x20AC;&#x2122;ts. Please take a moment to think about how you apply the Lovestrong logo.

Space around the logo

We not a strict kind of a foundation, we are kind and friendly. Nonetheless, here are some examples of what we think is cool and what is not. Application on black background

Application on other color background

Doâ&#x20AC;&#x2122;s and Donâ&#x20AC;&#x2122;ts

V Do not rotate, invert, spin or pivot the logo

Do not skew, bevel, emboss, fold, drop shadow, etc

V Do not change other than our corporate colors

Do not change the Lovestrong square shape

V Do not transform the logo in a wrong proportion

Do not remove the Lovestrong square 24

LOVESTRONG Research

Brand Research

LOVESTRONG Research

TIFFANY NAGARI Final Modular Project