BRAND STANDARDS 09.18.13
CONTENTS
Brand Over view Logot ype Specifications Logomark Specifications Tagline Placement Subsidiar y Branding Typography Palette Color Palette Icon Sets Brand in Context
BRAND OVERVIEW: WHAT IS VENLY?
POWER OF COMMUNITY + USER FRIENDLY APPROACH
Venly’s name draws inspiration from the overlapping strength of a Venn Diagram and our emphasis on a user-friendly approach to community building through social media.
A Venn Diagram of Venly would illuminate the overlapping spheres of commerce, collaboration, and content found within communities. The user- friendly aspect of our name comes from the recognition that mass adoption of digital technology depends on its simplicity.
BRAND OVERVIEW: What is Venly?
BRAND OVERVIEW: THE VENLY TREE
FROM THIS CORE COMES A SEED FOR CHANGE
The Venly Tree is a symbol across cultures of life and strength. It is rooted in nature but always reaching out. A tree is continually growing and renewing itself through the seasons. It is capable of living forever through its fruit that go on to seed new growth. It is a natural shelter where communities around the world and throughout history have tended to gather. It is a metaphor often used to represent both venerable wisdom and the organization of knowledge into branches.
BRAND OVERVIEW: The Venly Tree
BRAND OVERVIEW: THE MISSION
Venly, Inc. is a Cambridge, MA-based global provider of Member Resource services and software. Venly trains and certifies recent college graduates and returning veterans so they can help local businesses grow and create jobs, as they strengthen their communities through social media. Venly provides essential in-person training, inculcates the daily discipline necessary to use it well, and offers the Internet-based tool set necessary for local businesses to reach more customers at a lower cost. At its core, Venly’s mission is to help local businesses grow.
BRAND OVERVIEW: The Mission
LOGOTYPE
The Venly logot ype begins with a “ V,” formed by the base of the Venly tree. The remaining letterforms are a custom edit of Google’s t ypeface, Pacifico, a script font by Vernon Adams. The use of script brings a Hi-Touch, human-centric feel to the brand and emphasizes the emphasis on user-friendliness.
LOGOTYPE: Overview
LOGOTYPE: COLOR APPLICATIONS
Logotype can be printed in one color on a light background: (Black + Black or Charcoal + Charcoal) Logotype can also be printed in two colors: (Black + Venly Green or Charcoal + Venly Green)
LOGOTYPE: Light Background
Logotype can be printed in one color on a dark background: (White + White) Logotype can also be printed in two colors: (White+ Venly Green)
LOGOTYPE: Dark Background
LOGOTYPE: TAG LINE
Logotype is used in conjunction with a stacked tagline set in Oswald for the majority of instances. This format increases the sizing options of the logo in use. In rare cases such as the printed business card the tagline is arranged on one line. This format should be used sparingly due to the potential disconnect between “Helping Local” and “Businesses Grow”.
LOGOTYPE: Tag Line
The Tagline should never be scrunched underneath the logotype, pushed to three lines, or tucked after the “y”.
LOGOTYPE: Tag Line
LOGOMARK
The Venly Tree is formed from the core of a hexagonal, Venn Diagram and the “Venly V�. This forms a visual marriage between Venly and local communites and is a constant reminder of the weighted responsibilites accompanying that bond.
LOGOMARK: Overview
LOGOMARK COLOR APPLICATIONS
Acceptable color applications for logomark: Venly Green + Charcoal Black + Black Unacceptable color applications for logomark: Venly Green + Venly Green Grey + Charcoal
LOGOMARK: Light Background
Acceptable color applications for logomark: Venly Green + White White + White Unacceptable color applications for logomark: Venly Green + Venly Green Grey + Grey Grey + White
LOGOMARK: Dark Background
LOGOMARK SIZING SPECIFICATIONS
Logomark maintains white border to the 1” size.
At sizes smaller than 1” the logomark drops white
LOGOMARK: Sizing Specifications
SUBSIDIARY ELEMENT LOGOS
Subsidiary brand elements such as the Venly Institute, Venly OpCenter, and Venly Social Score are represented by a typographical addition to the Venly logotype. The type should always start in the “nook” of the “y” to prevent visual overlap with the brand tag-line.
LOGOMARK: Subsidiary Element Logos
The OpCenter branding utilizes the same format. City specifics are listed underneath “OpCenter� to maintain visual congruency across the entire system.
LOGOMARK: Subsidiary Element Logos
TYPOGRAPHY PALETTE
OSWALD BOLD
ABCDEFGHIJKLMNO PQRSTUVWXYZ 0123456 789 OSWALD BOOK
ABCDEFGHIJKLMNO PQRSTUVWXYZ 0123456 789
The Primary Venly Typeface is Oswald, an open-sourced, Google font family. Oswald is a reworking of the classic style historically represented by the ‘Alternate Gothic’ sans serif typefaces. The characters of Oswald have been re-drawn and reformed to better fit the pixel grid of standard digital screens. It is designed to be used freely across the internet by web browsers on desktop computers, laptops and mobile devices.
OSWALD LIGHT
ABCDEFGHIJKLMNOP QRSTUVWXYZ 0123456 789
TYPOGRAPHY PALETTE: Primary Typeface
OPEN SANS REGULAR
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456 789 OPEN SANS ITALIC
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456 789
The Secondary Venly Typeface is Open Sans, an open-sourced, Google font family. Open Sans is a humanist sans serif typeface designed by Steve Matteson, Type Director of Ascender Corp. This version contains the complete 897 character set, which includes the standard ISO Latin 1, Latin CE, Greek and Cyrillic character sets. Open Sans was designed with an upright stress, open forms and a neutral, yet friendly appearance. It was
OPEN SANS BOLD
optimized for print, web, and mobile inter-
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456 789
faces, and has excellent legibility characteristics in its letterforms.
OPEN SANS BOLD ITALIC
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456 789 TYPOGRAPHY PALETTE: Secondary Typeface
TYPOGRAPHY EXAMPLE: PAIRINGS
HE A DL INE (B old, 18p t ) This is an example of body text. This is an example of body text. This is an example of body text. This is an
When pairing a headline with body copy the headline should always be set in Oswald and the text in Open Sans.
example of body text. This is an example of body text. This is an example of body text. This is an example of body text. This is an example of body text. This is an example of body text. This is an example of body text. This is an example of body text. This is an example of body text. This is an example of body text. This is an example of body text. This is an example of body text. This is an example of body text. This is an example of body text. (Open Sans Regular, 12/24 pt)
TYPOGRAPHY PALETTE: Positive Example
HE A DLINE E X A MPLE (Bold , 18 pt) This is an example of body text. This is an example of body text. This is an example of body text. This is an example of body text. This is an example of body text. This is an example of body text. This is an ex-
When pairing a headline with body copy the headline should never be set in Open Sans or the the text in Oswald for legibility reasons.
ample of body text. This is an example of body text. This is an example of body text. This is an example of body text. This is an example of body text. This is an example of body text. This is an example of body text. This is an example of body text. This is an example of body text. This is an example of body text. This is an example of body text. This is an example of body text. This is an example of body text. (Oswald Light, 12/24 pt)
TYPOGRAPHY PALETTE: Negative Example
TYPOGRAPHY EXAMPLE: DISPLAY TYPE VS. BODY TYPE
HE A DL INE ( B ol d , 14 p t ) This is an example of body text. This is an example of body text.
Acceptable sizing pairs:
This is an example of body text. (Open Sans Regular, 10/18 pt)
18 pt Headline + 10 pt Body 24 pt Headline + 12 pt Body 36 pt Headline + 14 pt Body
HE ADLINE (Bold, 24pt)
*Body copy should never be smaller than 10 pt or larger than 14 pt.
This is an example of body text. This is an example of body text. (Open Sans Regular, 12/24 pt)
HEADLINE (Bold, 24pt) This is an example of body text. This is an example of text. (Open Sans Regular, 12/24 pt)
TYPOGRAPHY PALETTE: Display Type Vs. Body Type
Display type (Oswald) is used for titles, headings, and sub-headings. If deciding between display type (Oswald) and body type (Open Sans), use the “Two-Sentence Rule.” If the selected text requires more
AWESOME EVENT
than one period, it is body copy and should be set in body type (Open Sans). When differentiating between headers and sub-headers the utilization of Oswald Bold vs. Oswald Light weights, color, or sizing can be helpful.
POSTER EXAMPLE 9.18.13
TYPOGRAPHY PALETTE: Display Type Vs. Body Type
COLOR PALETTE: VENLY GREEN
Venly Green: c73m6y70k0 #36BB87 *Venly Accent Green: c71m0y28k34 #30A678 *Venly Accent Green is for use in shadows, web and mobile buttons, and other secondary purposes only. It is never used by itself.
COLOR PALETTE: Venly Green
The updated Venly Green is fresh, current, and energetic. Shown here are examples of similar shades of green being utilized in a web and social media context. By using a similar visual voice, Venly is placed on the same platform.
COLOR PALETTE: Venly Green
COLOR PALETTE: SUPPORTING COLORS
Venly utilizes two shades of gray. The 90% gray is purposed for the monotone logo-mark and logotype, headlines, body copy, and color backgrounds. The 15% gray is primarily used for sub-headers, and occasionally as an accent in info-graphics and illustrations. 90% Grey: c0m0y0k90 #333333 45% Grey: c0m0y0k45 #8C8C8C
COLOR PALETTE: Supporting Colors
Venly accent colors are used primarily to highlight social media icons, but can also be used in info-graphics, illustrations, and other brand collateral. Venly Red: c0m80y56k0 #F1595F Venly Blue: c70m11y12k0 #109FBF
COLOR PALETTE: Supporting Colors
ICON SET: VENLY ROLES
1.
2.
3.
There are three roles in the Venly process: 1. The local business Local business is represented by a simplified store-front icon. This icon serves to represent the multitude of businesses and services Venly serves. 2. The chamber of commerce The chamber of commerce is represented by community members at a round table. This brings the focus not to the antiquated concept of the chamber, but to how Venly envisions they will serve in the future—as a human network. 3. The Venly fellow The Venly fellow is represented by a familiar user profile. This icon displays a friendly and approachable demeanor,but remains age, gender, and race neutral.
ICON SET: Venly Roles
ICON SET: VENLY ROLE ICONS
Role icons can be featured in either Venly Green (with accent green shadows) or in 45% grey (with 60% grey shadows). v
ICON SET: Venly Role Icons
Icons should not be utilized separately from the Venly core unless integrated into an illustration or info-graphic to maintain consistency. If an occasion occurs where this is the case, shadows should never be used.
ICON SET: Venly Role Icons
ICON SET: BIG 10 CHANNELS
Venly focuses it’s attention around 10 major social media channels: Google+ Yelp Facebook Engagement and Deals Wikipedia Pinterest YouTube Twitter Foursquare LinkedIn
ICON SET: Big 10 Channel Icons
ICON SET: BIG 10 CHANNELS
Venly focuses it’s attention around 10 major social media channels: Google+ Yelp Facebook Engagement and Deals Wikipedia Pinterest YouTube Twitter Foursquare LinkedIn
ICON SET: Big 10 Channel Icons
BRAND IN CONTEXT
The Venly logotype speaks a similar language to its competitors, while still remaining unique and memorable.
BRAND IN CONTEXT: Logotype
The Venly logomark has the same level of formal simplicity as its competitors. As social media icons are often utilized at small sizes, this simplicity is vital for clarity across platforms.
BRAND IN CONTEXT: Logomark
PRINT MATERIAL
Examples of the Venly print material including Business Cards and Letterhead.
PRINT COLLATERAL: Poster
PRINT COLLATERAL: POSTER
PRINT COLLATERAL: Poster
The Venly logomark has the same level of formal simplicity as its competitors. As social media icons are often utilized at small sizes, this simplicity is vital for clarity across platforms.
PRINT COLLATERAL: Poster
PRINT COLLATERAL: BROCHURE
PRINT COLLATERAL: Brochure
PRINT COLLATERAL: Brochure
PRINT COLLATERAL: BUSINESS CARDS, Internal
The business cards for Internal Operations are two-sided with the back side featuring the Venly logo.
PRINT COLLATERAL: Business Card, Internal
The back of Internal Operations cards feature the name in 10 pt Oswald and the role, email, phone, and company website in 8pt Open Sans.
PRINT COLLATERAL: Business Card, Internal
PRINT COLLATERAL: BUSINESS CARDS, Fellow
The business cards for fellows are single sided to decrease printing costs and feature both the Venly and local chamber logo. Customization is also added via the title area. The fellow name and role are set in 10 pt Open Sans Bold and the role, email, phone, and company website in 10pt Open Sans.
PRINT COLLATERAL: Business Card, Fellow
PRINT COLLATERAL: Business Card, Fellow