Visual Standard Manual
Young Men’s Christian Association
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New Vision A
Visual Standard Manual
Young Men’s Christian Association
B YMCA
BOOK 3
YOUNG MEN’S CHRISTIAN ASSOCIATION VISUAL STANDARD MANUAL
New Vision C
YMCA
Visual Standard Manual
Young Men’s Christian Association
D
no it a icoss A n a i t s ir h C s’n e M g n uoY launaM dradnatS lausiV
New Vision
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Young Men’s Christian Association Visual Standard Manual
Visual Standard Manual
Young Men’s Christian Association
BOOK 1 CONTENT
01 NEW VISION
01
Our New Look Logo Anatomy Clear Space Dimension Restrictions
02 IDENTITY ELEMENTS
12
Primary and Alternates Incorrect Usage Color Variations Background Control
03 VISUAL SYSTEM
22
Color Palette Typography
04 OUR FUTURE Future Extension
28
New Vision
1
YMCA
Our New Look Logo Anatomy Clear Space
Visual Standard Manual
Young Men’s Christian Association
Dimension Restrictions
01
New Vision
1
NEW VISION
2
YMCA
Visual Standard Manual
Young Men’s Christian Association
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.
OUR NEW LOOK
New Vision
3
WE HELP PEOPLE OVERCOME THEIR UNCERTAIN AND INTEGRATE THEIR BODY, MIND AND SOUL FOR POSITIVE GOALS.
Visual Standard Manual
Young Men’s Christian Association
4 YMCA
Symbol
SIGNATURE Wordmark
New Vision
5
INTEGRATION= MIND + BODY + SOUL
6
YMCA
SYMBOL
Visual Standard Manual
Young Men’s Christian Association
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”.
LOGO ANATOMY
New Vision
7
2.25x
x
x
2x
x 2x
60°
2x 2x
60°
3.75x
0.75x
x
0.25x
3x
8
YMCA
WORDMARK
Visual Standard Manual
Young Men’s Christian Association
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.
LOGO ANATOMY
New Vision
9
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.
(Brown) Original Typeface (Outline) Our New Logo
2.25x
0.75x
x
2x
60° 3.75x
2x
60°
0.25x
2.25x
10
YMCA
Visual Standard Manual
Young Men’s Christian Association
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.
CLEAR SPACE
New Vision
11
2.25x
x
2x
2x 3.75x 2x
2.25x 2x
3.75x
2x
2.25x
12
YMCA
Visual Standard Manual
Young Men’s Christian Association
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.
DIMENSION RESTRICTION
New Vision
13
0.25 IN–1.5 IN
1
2
1.5 IN AND BIGGER
1
2
3
14
Primary and Alternates Incorrect Usage Color Variations
Visual Standard Manual
Young Men’s Christian Association
Background Control
02
Identity Elements
15
IDENTITY ELEMENTS
16
YMCA
Visual Standard Manual
Young Men’s Christian Association
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.
PRIMARY AND ALTERNATE
Identity Elements
FOR SMALL-SIZE APPLICATIONS WHERE THE LOGO IS UNDER 1.5 INCHES WIDE. FOR SPECIAL USAGES THAT PRINT ON LONG DIMENSION OBJECTS LIKE BANNER.
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Visual Standard Manual
Young Men’s Christian Association
18 YMCA
PRIMARY SIGNATURE
Identity Elements
ALTERNATE SIGNATURE
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20
YMCA
Visual Standard Manual
Young Men’s Christian Association
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.
INCORRECT USAGE
Do not stretch Do not overlap Do not use incorrect color
Do not use shadow Do not change the proportion Do not use gradient
Do not rotate Do not change the position Do not change the typeface
Identity Elements
21
YMCA
22
YMCA
Visual Standard Manual
Young Men’s Christian Association
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.
COLOR VARIATIONS
COLORS
Identity Elements
23
Do not use other colors Do not use combination Do not use multi-colors
INCORRECT USAGES
24
YMCA
Visual Standard Manual
Young Men’s Christian Association
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.
BACKGROUND CONTROL
COLORS
Identity Elements
25
Do not use gradient Do not use black on navy Do not use patterns
INCORRECT USAGES
Visual Standard Manual
Young Men’s Christian Association
26
Color Palette
Typography
03
Visual System
27
VISUAL SYSTEM
28
YMCA
Visual Standard Manual
Young Men’s Christian Association
A consistent color provides a strong link to our identity through different applications. There are five colors that can be found in YMCA identity.
COLOR PALETTE
Visual System
29
PRIMARY COLORS
Belief Blue
CMYK
RGB
HEX
100/90/40/20
235/150/130
#243061
CMYK
RGB
HEX
20/10/10/0
210/220/220
#d2d9d9
Pure Gray
Spiritual Nude
CMYK
RGB
HEX
0/5/15/0
255/235/130
#fdedd8
SECONDARY COLORS
Silent Coco
Peace Red
CMYK
RGB
HEX
CMYK
RGB
HEX
20/40/45/0
200/150/135
#c59986
10/80/75/0
210/80/70
#d55346
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YMCA
Visual Standard Manual
Young Men’s Christian Association
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.
TYPOGRAPHY
Visual System
31
ROBOTO TYPE FAMILY
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*)_”?>,
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*)_”?>,
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*)_”?>,
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*)_”?>,
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*)_”?>,
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*)_”?>,
Thin Light Regular Medium Bold Black
Visual Standard Manual
Young Men’s Christian Association
32
Future Extension
04
Brand Envision
33
BRAND ENVISION
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YMCA
Visual Standard Manual
Young Men’s Christian Association
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.
FUTURE OF YMCA
Brand Envision
WELLNESS COMMUNITY EDUCATION HEALTH CARE RELAXATION
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YMCA
SOUL
Support
Visual Standard Manual
Young Men’s Christian Association
Connect
Nurture
Connect
Connect
Support
Support
Nurture
Nurture
MIND
BODY
Brand Envision
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YMCA
Visual Standard Manual
Young Men’s Christian Association
OUR FUTURE PROJECTION COVERS ALL YOU NEED BOTH MENTALLY AND PHYSICALLY.
WELLNESS
EDUCATION
W1 W2 W3 W4 W5 W6 W7 W8
E1 E2 E3 E4 E5 E6
‘A’ Management App Breakthrough Training Club Mountain Climbing with YMCA Defeat Fear Challenge Healthy Eating Club Detox Cooking Workshop ‘A’ Natural Yoga Get Rid of Addiction with YMCA
YMCA YMCA YMCA YMCA YMCA YMCA
Spiritual Growth Camp Experimental Courses Self-Development Program Self-Help Convention Life Coach Journal
COMMUNITY
HEALTH CARE
C1 C2 C3 C4 C5 C6 C7 C8 C9
H1 H2 H3 H4
Exchange Lectures Non Denominational Sanctuary Zen Library Parent-Child Playground Advocate for Disabilities Road Cycling for Disabilities YMCA Volunteering YMCA Foundation Support Center
YMCA Insurance YMCA Health Care YMCA Health Products Psychological Counseling
RELAXATION R1 R2 R3 R4 R5 R6 R7
YMCA Massage After Work Lounge Meditation Hall Stress-Free CDs Natural Skin Care YMCA Broadcast Mind Tour
Brand Envision
39
SOUL Connect
W4 C3 C2
Support
R3 R4
W7 E5 E6
Connect
Nurture
C6
C5 C7
H1 H2
R7
Connect
R2 W2 W3
C4 C8 C9
Support
H4 R6
Nurture
C1 E2 E3 E4
MIND
E1
W5 W8 R1
W1 W6 H3 R5
BODY
Support
Nurture
Visual Standard Manual
Young Men’s Christian Association
40 YMCA
Brand Envision
WELLNESS ‘A’ MANAGEMENT APP An self-discipline app that helps you make a healthier schedule. It features efficient time management, body control and activity reminders.
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.
HEALTHY EATING CLUB 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.
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.
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YMCA
COMMUNITY EXCHANGE LECTURES We invite influential guests in different fields to give a lecture about their life stories and how to achieve success.
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.
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.
PARENT-CHILD PLAYGROUND Visual Standard Manual
Young Men’s Christian Association
ZEN LIBRARY
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 FOUNDATION 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.
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.
Brand Envision
ROAD CYCLING FOR DISABILITIES 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.
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.
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YMCA
EDUCATION YMCA SPIRITUAL GROWTH CAMP 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.
YMCA EXPERIMENTAL COURSES 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.
Visual Standard Manual
Young Men’s Christian Association
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.
YMCA LIFE COACH 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 JOURNAL This is a monthly journal containing self-help articles and strategies that guide you to become positive and motivated.
Brand Envision
HEALTH CARE YMCA INSURANCE 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.
YMCA HEALTH CARE We have professional medical resources to help you keep a healthy body. Our health care covers pharmacy, clinics, senior care and postnatal care.
YMCA HEALTHCARE PRODUCTS Our body needs enough nutrients to keep in a good shape. Take our vitamins everyday for full strength and a healthier body .
PSYCHOLOGICAL COUNSELING 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
RELAXATION YMCA MASSAGE We have a cozy salon that helps you relieve your entire body after a stressing day. Get some rest and be nice to yourself.
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.
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. Visual Standard Manual
Young Men’s Christian Association
MEDITATION HALL
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.
NATURAL SKIN CARE 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.
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.
MIND TOUR 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.
Brand Envision
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Visual Standard Manual
Young Men’s Christian Association
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DESIGNER
INSTRUCTOR
WanTing (Katie) Ko
Hunter Wimmer
CLASS
SEMESTER
Nature of Identity
2016 Fall
BOOK 3 YOUNG MEN’S CHRISTIAN ASSOCIATION VISUAL STANDARD MANUAL
Brand Envision 49
Visual Standard Manual
Young Men’s Christian Association
50 YMCA
Believe in