Visual Standard Manual
Young Men’s Christian Association
New Vision
A
Rebranding
Visual Standards Manual
Young Men’s Christian Association
B YMCA
C
New Vision
Book 3 Young Men’s Christian Association Visual Standard Manual
Visual Standards Manual
Young Men’s Christian Association
D YMCA
E
New Vision
Young Men’s Christian Association Visual Standard Manual
Visual Standards Manual
Young Men’s Christian Association
YMCA
Book 3 Content
01 New Vision
01
Our New Look Logo Anatomy Clear Space Dimension Restrictions
02 Identity Elements
12
Primary and Alternate Incorrect Usage Color Variations Background Control
03 Visual System
22
Color Palette Typography
04 Our Future Future extension
28
New Vision
1
Visual Standards Manual
Young Men’s Christian Association
YMCA
01
1
New Vision
Our New Look Logo Anatomy Clear Space Dimension Restrictions
New Vision
2
YMCA
We help people overcome their uncertainty and integrate their body, mind, and soul for positive goals. Visual Standards Manual
Young Men’s Christian Association
Our New Look
The concept of our new logo is extracted from our brand soul. The triangle represents the integration of mind, body and soul. It also looks like an arrow pointed upward, which leads us to a higher vision. The steps inside is a concrete symbolization of heading to a better future. Each step stands for one word (body, mind, and soul). By going through these three steps, we can find our own success.
3
New Vision
YMCA Signature
Symbol
Wordmark
Integration
=
Mind
+
Body
+
Soul
4
YMCA
Symbol
Visual Standards Manual
Young Men’s Christian Association
Logo Anatomy
The shape for our logo is a combination of a ladder and an equilateral triangle. It is all created by geometric shapes and the angles are based on the triangle. Our symbol also looks like an “A”, which presents our new name “the A”.
Ladder
+
Triangle
5
New Vision
x
2.25x
x
x
x 2x
x 2x
60° x
2x 2x
60°
3.75x
3.75x
0.75x
x
0.25x
3x
6
YMCA
Wordmark
Visual Standards Manual
Young Men’s Christian Association
Logo Anatomy
The typeface for our wordmark is Roboto. We made slight adjustments to customize it in some details. Instead of using the character itself, we modified each characters to fit our symbol.
Initial
7
New Vision
0.75x
2.25x
x
0.25x
2.25x
2x
60°
60°
3.75x
2x
2.25x
0.75x
x
0.25x
(Brown) Original Typeface (Outline) Our New Logo
For Y, we put a small triangle inside and replaced the original angle into 60°, which goes with the symbol. For M, we moved the middle part to align the A. For C and A, they were squeezed more than other two but had little changes in shapes.
2.25x
8
YMCA
To ensure the YMCA logo is always highly visible and legible, a clear space is required. The logo must be surrounded by spaces shown below; any other elements should not intrude in this field. Visual Standards Manual
Young Men’s Christian Association
Clear Space
2.25x
2.25x
2x
2x
3.75x
3.75x
2x
2x 2.25x
2.25x
9
New Vision
2.25x
x
2x
2x
2x
2x
3.75x
3.75x
2x
2x 2.25x
x
x
1.5x
0.5x
x
x
x
x x
1.5x
0.5x
10
YMCA
To ensure the integrity of our logo, do not reduce the width less than 0.25 inches for screen and print. For screen applications, 20 pixels is the minimum size.
Visual Standards Manual
Young Men’s Christian Association
Dimension Restriction
New Vision
Larger than 10 in
1.5 in
1 in
0.25 in
11
Visual Standards Manual
Young Men’s Christian Association
12 YMCA
02
13
Identity Elements
Primary and Alternate Incorrect Usage Color Variations Background Control
Identity Elements
14
YMCA
For our signature, there are only two ways to present. The primary signature should always be considered first, except for the following situations that alternate signature could be used. Visual Standards Manual
Young Men’s Christian Association
Primary and Alternate
For small-size applications where the logo is under 1.5 inches wide. For special usages that print on long demension objects like banner.
Identity Elements
Primary Signature
Alternate Signature
15
16
YMCA
The YMCA logo has certain way to be presented that keeps our consistency. Incorrect usages may lead to unnecessary misunderstandings. The examples below should never be found on our logo. Visual Standards Manual
Young Men’s Christian Association
Incorrect Usage
17
Identity Elements
Do not stretch
Do not overlap
Do not use shadow
Do not change the proportion
Do not rotate
Do not change the position
YMCA Do not use incorrect color
Do not use gradient
Do not change the typeface
18
YMCA
When placing our logo in white background, there are certain ways to use the signature. The YMCA logo should always be used in one of the examples below. Visual Standards Manual
Young Men’s Christian Association
Color Variations
Gray
19
Identity Elements
Colors
Incorrect Usages
Do not use other colors
Do not use combination
Do not use multi-colors
20
YMCA
For some cases, our logo needs to be place on a background that is not white. Incorrect color may be hard to show our logo clearly. Below are examples for colored background. Visual Standards Manual
Young Men’s Christian Association
Background Control
Inverse Gray
21
Identity Elements
Colors
Incorrect Usages
Do not use gradient
Do not use black on navy
Do not use patterns
Visual Standards Manual
Young Men’s Christian Association
22 YMCA
03
23
Visual System
Color Palette Typography
Visual System
24
YMCA
A consistent color provides a strong link to our identity through different applications. There are five colors that can be found in YMCA identity.
Visual Standards Manual
Young Men’s Christian Association
Color Palette
Primary Color
Secondary Color
25
Visual System
Peace Red
CMYK
RGB
HEX
5/50/50/0
235/150/130
#ec947f
CMYK
RGB
HEX
100/90/40/20
235/150/130
#243061
CMYK
RGB
HEX
20/10/10/0
210/220/220
#d2d9d9
Belief Blue
Pure Gray
Spiritual Nude
CMYK
RGB
HEX
0/5/15/0
255/235/130
#fdedd8
CMYK
RGB
HEX
10/20/20/0
225/200/190
#e3ccc0
Silent Coco
26
YMCA
The typeface we used in our new logo is Roboto. It was created by Google and comes with different weights. It also supports web use.
Visual Standards Manual
Young Men’s Christian Association
Typography
Roboto Type Family
Regular
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%&*)_”?>,
1234567890!@#$%&*)_”?>,
Regular
BLACK
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%&*)_”?>,
1234567890!@#$%&*)_”?>,
Medium
Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%&*)_”?>,
1234567890!@#$%&*)_”?>,
27
Visual System
Thin Light Regular Medium Bold Black
Visual Standards Manual
Young Men’s Christian Association
28 YMCA
04
29
Brand Envision
Future Extension
Our Future
30
YMCA
We are supporting our mission of bringing mind, body and soul together to fulfill yourself as a whole body. Each mind, body and soul breaks into nurture, support, and connect to help you strengthen inside and out. Our business divisions contain education, wellness, relaxation, community, and health care. Visual Standards Manual
Young Men’s Christian Association
Future of YMCA
Wellness Community Education Health Care Relaxation
31
Brand Envision
Body
or t
nn ec t
Support
Connect
Soul
t
ct nne
pp
Co
Nurture
Co
Su
re
Sup
r tu
por
Nu
Nu
r tu
re
Mind
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YMCA
Visual Standards Manual
Young Men’s Christian Association
Our future projection covers all you need both mentally and physically.
Wellness
Education
W1 ‘A’ Management App W2 Breakthrough Training Club W3 Mountain Climbing with YMCA W4 Defeat Fear Challenge W5 Healthy Eating Club W6 Detox Cooking Workshop W7 ‘A’ Natural Yoga W8 Get Rid of Addiction with YMCA
E1 YMCA Spiritual Growth Camp E2 YMCA Experimental Courses E3 YMCA Self-Development Program E4 YMCA Self-Help Convention E5 YMCA Life Coach E6 YMCA Journal
Health Care Community C1 Exchange Lectures C2 Non Denominational Sanctuary C3 Zen Library C4 Parent-Child Playground C5 Advocate for Disabilities C6 Road Cycling for Disabilities C7 YMCA Volunteering C8 YMCA Foundation C9 Support Center
H1 YMCA Insurance H2 YMCA Health Care H3 YMCA Health Products H4 Psychological Counseling
Relaxation R1 YMCA Massage R2 After Work Lounge R3 Meditation Hall R4 Stress-Free CDs R5 Natural Skin Care R6 YMCA Broadcast R7 Mind Tour
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Brand Envision
W2 W3
R6
E2
C5
C4
E3
C7
C8
E4
C9
C1
R7
Mind E1
Nu Su Co
e nn
pp
W5
R2
W1
W8
H1
W6
R1
H2
R5
H4 r tu
Body
H3
Soul
re
W7
t or
E5 E6
ct
C2 C3
R3 R4
W4
C6
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YMCA Rebranding
Visual Standards Manual
Young Men’s Christian Association
Wellness
‘A’ Management App
Healthy Eating Club
An self-discipline app that helps you make a healthier schedule. It features efficient time management, body control and activity reminders.
To keep a healthy body and feel energetic all day long. Healthy eating club gives you guidance in how to eat and what to eat. You can also make your personal meal schedule.
Breakthrough Training Club You’ll find a range of extreme sports that challenge your limits. These experiences are exciting and let you know you can do more than you think.
Mountain Climbing with YMCA Believe in yourself and never give up. We collaborate with an international mountain climbing school and take you to the top of the mountain.
Defeat Fear Challenge A challenge that encourage people to overcome their inner fear and strengthen their mind. Choose your own fear and believe in yourself—you can get over it in two weeks.
Detox Cooking Workshop Follow our instructions in a detox cooking workshop and get healthy. Let’s go to the market together and make a change in the way we cook.
‘A’ Natural Yoga YMCA takes you to nature for relieving yoga. Our outdoor classroom brings you the beauty of pure nature. The yoga program brings you peace of mind and guides you to listen to your own voice.
Get Rid of Addiction with YMCA This event encourages people to stop their bad habits in a month. We have the power to control ourselves. We are taking back the ownership of our body and starting a healthier life.
35
Brand Envision
Community
Exchange Lectures
Road Cycling for Disabilities
We invite influential guests in different fields to give a lecture about their life stories and how to achieve success.
We collaborate with Giant and host the event to encourage the public to keep healthy and respect disabilities. You are powerful when you give a hand.
Non Denominational Sanctuary YMCA is now a big family welcoming all religions to be a part of us. We encourage everyone to exchange their thoughts and feel free to communicate with stories to get inspiration.
YMCA Volunteering We provide children volunteer opportunities. Helping kids in need and giving the resources is our goal. You can improve their lives and make a difference now.
Zen Library
YMCA Foundation
The most peaceful environment for you to read books. Our Zen library has a rich collections of books. You’ll never be disturbed and will stay calm here.
We believe everyone is important in society, and we want to help more people in this world. We care about the rights of children and save kids in need. Help us and bring hope to them.
Parent-Child Playground Having a strong connection between family members is important to children. We offer activities for family and educate about the power of love while having fun.
Advocate for Disabilities YMCA has a friendly environment for the disabled. We believe everyone should have the equal right to be him/herself. We encourage you to join us and help the disabled to build a better world.
YMCA Support Center We offer one-on-one consultation as well as group support for any kind of difficulties you meet in life. We will help you get through your problems with constructive advice.
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YMCA
Visual Standards Manual
Young Men’s Christian Association
Education
YMCA Spiritual Growth Camp
YMCA Life Coach
This is a three day camp that guides you to know yourself more and gets you away from the fear of uncertainty. The true meaning for this camp is to help you find peace in your heart.
We offer life coaching here at the YMCA to give you guidance in life whenever you need it. Challenges happen all the time, but we can help you get over them. Let us match you with a mentor.
YMCA Experimental Courses
YMCA Journal
These courses last less than two weeks to let you try new hobbies. Courses are divided into levels and separated by age. No matter if you are 5 or 95, you will find the one that fits you the best.
This is a monthly journal containing self-help articles and strategies that guide you to become positive and motivated.
YMCA Self-Development Program Our program includes looking inward and outer influences. One helps you build confidence and have faith in yourself. One teaches you how to build bridges and have positive impact.
YMCA Self Help Convention The convention is held every year and invites influential guests to give lectures to our members and share their latest findings in their professional fields.
37
Brand Envision
Health Care
YMCA Insurance
YMCA Healthcare Products
Keeping you safe and healthy is our duty. We want you have no uncertainty in your life. Let YMCA help you get through difficulties you encounter.
Our body needs enough nutrients to keep in a good shape. Take our vitamins everyday for full strength and a healthier body .
YMCA Health Care
Psychological Counseling
We have professional medical resources to help you keep a healthy body. Our health care covers pharmacy, clinics, senior care and postnatal care.
Make an appointment with our professional psychologists when you need help. Medical and physical treatment are also provided when needed.
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YMCA
Visual Standards Manual
Young Men’s Christian Association
Relaxation
YMCA Massage
Natural Skin Care
We have a cozy salon that helps you relieve your entire body after a stressing day. Get some rest and be nice to yourself.
We want you to feel good inside and out. Our skin products are made from natural ingredients, which give all the nutrition that your body needs. Products cover you head to toe.
After Work Lounge It is an relaxing place for the ‘A’ members. We offer books and the latest magazines. Enjoy your time after work with our stress-free music and find your favorite tea here.
YMCA Broadcast We share stories that bring happiness and encouragement to people. Every week, we have interviews with different guests and hope inform and inspire you.
Meditation Hall
Mind Tour
This is an quiet place open to every member of the ‘A‘ to meditate and maintain peaceful soul. We also have individual meditation rooms and programs for beginners.
We offer different packages for you to travel around the world. Spend some time with yourself and follow your heart. Leave the noise behind and help yourself take a deep breath.
Stress-Free CDs Music can be a helpful tool to relax. Our exclusive stress-free music features natural sound and light rhythm, which creates a happy mood.
Brand Envision
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YMCA
Visual Standards Manual
Young Men’s Christian Association
Photo Credit Page -
www.pexels.com/photo/nature-forest-trees-fog-4827/
Page 39
www.pexels.com/photo/man-in-white-and-black-floral-shirtriding-on-brown-and-red-skateboard-28017/.jpg
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Brand Envision
Young Men’s Christian Association Visual Standard Manual
Design / WanTing (Katie) Ko Class / Nature of Identity Instructor / Hunter Wimmer Semester / 2016 Fall
Brand Envision
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Visual Standards Manual
Young Men’s Christian Association
44 YMCA
Believe in