Know Your Lemons

KNOW YOUR LEMONS | BRANDING STANDARDS

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G R A P H I C S TA N D A R D M A N U A L

G R A P H I C S TA N D A R D M A N U A L

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OUR MISSION

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19

25

10 11 12 13 15 17

20 21 23

27 29 30 31

OUR IDENTITY Logo Usage Color Spacing Typography Patterns + Icons

STATIONARY Business Cards Letterhead Envelope

APPLICATION

The Bus The App Shirt Stress Lemon Ball

KNOW YOUR LEMONS | BRANDING STANDARDS

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We realize how frightening the word mammogram is. This is why we provide a friendly and trustworthy service thereupon women feel comfortable and confident when taking the test.

Our purpose is to make a difference in the lives of women and their families by providing mammograms to geographically isolated and/or uninsured women. Additionally, we believe that education and early detection are key to halt the rising number of breast cancer patients in this growing demographic.

KNOW YOUR LEMONS | BRANDING STANDARDS

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LOGO Our logo represents a friendly and approchable entity for 30 and older women. The simple and rounded finish of the letters create a warmth that makes the font more accessible and sympathetic. The well known pink ribbon is associated not only with cancer awareness but with individual generosity and has an optimistic “cando� attitude. Additionally, the bright and friendly color palette was chosen for a more approachable look. All of these components embody our values as a business.

The consistent application of our logo is essential to building and maintaining brand recognition.

Our primary logo should be use at all possible times, including stationary, applications, mobile, web, and others.

KNOW YOUR LEMONS | BRANDING STANDARDS

USAGE 1 Our primary logo can never be modified. However, the backgrounds can alternate between our different dark pinks and white.

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2 Black and white logos should only be use when color printing is not available.

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COLOR PALETTE The dark magenta and the yellowgreen create a beautiful contrast by being highly visible and getting the attention of our audience. The dark magenta represents femininity and appreciation, while the yellow-green evokes happiness and positivity.

CMYK CMYK 1111 1111 9292 0 0 PMS 3955C PMS 3955C HEX #E9D334 HEX #E9D334 RGB 233 211 RGB 233 211 5252

CMYK 0 65 6 0 PMS 239C HEX #F07CA7 RGB 240 124 167

CMYK 7 29 16 0 PMS 706C HEX #E7BBBD RGB 231 187 189

CMYK 46 92 41 21 PMS 255C HEX #80305A RGB 128 48 90

CMYK 46 92 41 0 PMS 254C HEX #AB3E6D RGB 155 62 109

CMYK 27 89 31 2 PMS 240C HEX #B74175 RGB 183 65 117

KNOW YOUR LEMONS | BRANDING STANDARDS

CLEAR SPACE Graphic elements are prohibited within the dotted line. The exclusion consists of clear space equivalent to the letter K of the logo. This restriction is only applicable to the main logo.

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TYPOGRAPHY LEMON CONDENSED This is our handmade typeface created specially for our brand. Lemons Condensed is a rounded sanserif that features tall, slightly scrawled letterforms that only comes in all caps. This typeface has to be used only for main titles.

KNOW YOUR LEMONS | BRANDING STANDARDS

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AVENIR The geometric shapes of this typeface gives a nice contrast with Lemons Condensed.

Avenir’s black weight must be use all caps and specifically for titles and subtitles. Light, roman, and medium weight are used for text.

Light

Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()><?/=:;”’

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()><?/=:;”’

Roman

BLACK

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()><?/=:;”’

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()><?/=:;”’

GRAPHIC ELEMENTS PATTERN

GRID

Our arbitrary pattern consists in two lemons cut in half representing breasts.

The color of the lemons should remain consistant throughout and can only be use with a dark magenta background.

The sizes may vary but it must be use in pairs at all times.

Blocks of color can be use to separate sections of information. The sizes of the blocks are arbitrary, however, a white line must be use to divide every section.

KNOW YOUR LEMONS | BRANDING STANDARDS

ICONS

PHOTOGRAPHY

The icons should always be clean and flat for an easier understanding and must have a white background with a wide magenta outline. However, the the pair of lemons icons are exempt from this rule, and its fill must be the same color as the background.

Our brand uses mostly group shots for a more approachable feel. The tone of the photographs is luminouse, colorful and bright to reinforce the idea of positivity among our patients.

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KNOW YOUR LEMONS | BRANDING STANDARDS

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BUSINESS CARDS Our square business cards (2.5in x 2.5in)must have our logo on a dark magenta background.

The information on the other side has to be written on Avenir Light in white. The contact information has to be left align at all times. As a design element the our lemons icon must be on top of the card.

KNOW YOUR LEMONS | BRANDING STANDARDS

LETTER Our primary logo must be placed in the top left corner and our contact information right below it in one of our brand magentas. All of the text is written in Avenir Book and left aligned.

1”

3”

½”

3½” It on l y t akes a minute to check a bad seed

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ENVELOPE On the back side of the envelope our tag line must be place on the center of the magenta

Our logo and address should be placed on the outside on the top of the flap. ¼” ½”

2”

KNOW YOUR LEMONS | BRANDING STANDARDS

On the inside of the top flap our lemons icon must be placed in the centered and a quater of an inch from the folding line. This inside should only be use for special occacions or test results.

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KNOW YOUR LEMONS | BRANDING STANDARDS

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THE BUS Because our truck is traveling around the country, we want our brand to be recognize everywhere it goes. For this reason, largest object of our bus is the logo. Our lemons pattern is placed as a background and all text in white. Also, it has large infograph-style facts about cancer and the importance of early detection. All of the information has to be written in a possitive attitude because our goal is to make the process as approachable as possible. The bus has big windows on the sides that open during operation hours so our patients feel more comfortable and less overwhelmed while waiting to get checked.

KNOW YOUR LEMONS | BRANDING STANDARDS

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THE APP Our app has all of the information our patients need to know about our current locations, mammograms, exams that we offer, how to make donations, and more.

We also added a calendar that will send a reminder to our patients when their tests are due. The app still communicates the playfulness of our brand and easy to use. The usage of simple icons and illustrations softens the anxiety that cancer causes on our patients and makes the experience more enjoyable.

KNOW YOUR LEMONS | BRANDING STANDARDS

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THE SHIRTS One of our goals is to educate people about the importance of early and self examinations. For this reason, after our patients are cared for, they will be given a box with a shirt and a Lemon Stress ball.

Giving out our t-shirts is a very easy way to educate our community. All of our shirts must be yellow with our negative primary logo in front. On the back of the shirt it should have different positive facts about breast cancer and/or tips on what to do to reduce the risk.

KNOW YOUR LEMONS | BRANDING STANDARDS

LEMON STRESS BALL Education is power. We want women to be more comfortable when doing a self-exam. The size of a lemon seed is, most of the time, the size of a lump.

For this reason, we are giving our patients lemon shaped stress balls with actual lemon seeds inside. In this way, our patients will easily recognize a lump because they are now familiar with its shape and hardness.

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KNOW YOUR LEMONS | BRANDING STANDARDS

We have provided all of the tools to reach and impact the most people. It’s up to each of us to make sure we stay on brand. Following our guidelines is key to brand consistency.

Thanks in advance for supporting our brand, now it’s time to go out there and make a difference in our community.

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KNOW YOUR LEMONS | BRANDING STANDARDS

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