brand guidelines August 2009

Transcription

1 brand guidelines August 2009

2 table of contents Mission What We Do...3 buildon...4 buildon Logo with Website...5 Logo Usage 4-Color Process Logo Color Logo...8 Grayscale Logo Color Logo Logo Clear Space Incorrect Logo Use Incorrect Logo Placement buildon O Mark Usage buildon O Icon Incorrect O Usage Correct O Usage Examples Color System & Typography Brand Colors...20 Typography (printed materials) Typography (electronic use)...22 Stationery & Signature Letterhead & Notecard Business Cards Signature...26 Photography Hero Style Photography...28 Secondary Style Photography...29 Layout Examples Layout Examples

3 what we do buildon empowers people and transforms lives by partnering our after-school service programs in the United States with communities in developing countries to build schools. 3

4 buildon In the following pages you will find logo usage, colors, typography, stationery, and photography for the buildon brand. When writing out the name in a sentence, the b in buildon should never be capitalized, even if the name is the first word in a sentence or paragraph and the O is always capitalized with no space between the words. buildon should never be abbreviated and the name should never appear in all capital letters. 4

5 buildon logo with website 1X 2X When using the buildon brandmark with the buildon website, an appropriate amount of clear space is necessary to allow for proper visibility and contrast. As shown in the example above, 1x equals the width of the stem of the b in the buildon logo. Leave 2 times that width from the bottom of the b to the bottom of the buildon website. 5

6 logo usage The brandmark (or any of its components) should not be altered in any way. It must always be reproduced from official digital artwork provided within this manual. The scale of the logo will vary from application to application, but the proportions should never change. Never stretch, skew or distort the logo in any way.

7 4-color process logo 1.) PREFERRED 4-COLOR LOGO - WHITE BACKGROUND LOGOTYPE O ICON 4-Color Process 2.) 4-COLOR, REVERSED OUT LOGO - BLACK BACKGROUND The complete buildon brandmark is made up of the O icon and logotype. The preferred logo consists black letters and a 4-color process treatment of the O icon (1). The logotype can also be reversed out to white on a black background. The O icon still remains a 4-color process treatment in this scenario (2). 7

8 2-color guidelines logo 3.) 2-COLOR LOGO - WHITE BACKGROUND LOGOTYPE O ICON 2-Color Pantone Black 4.) 2-COLOR, REVERSED OUT LOGO - BLACK BACKGROUND 2-Color Pantone Black The preferred buildon logo is the 4-color version, but certain printing scenarios may necessitate use of a 2-color logo (3). The Pantone colors are 1797 U, 1797 C (Reds), paired with Pantone Black U and Pantone Black C. The 2-color options consist of black letters and a 2-color process treatment of the O icon (2), or the logotype reversed out to white on a black background. The O icon still remains a 2-color process treatment in this scenario (4). 8

9 grayscale guidelines logo 5.) GRAYSCALE LOGO (BLACK) - WHITE BACKGROUND 1-Color Black 6.) WHITE LOGO, REVERSED OUT LOGO - BLACK BACKGROUND The preferred buildon logo is the 4-color version, but certain printing scenarios may necessitate use of a grayscale logo (5), which is comprised of shades of gray. This logo is to be used when printing is limited to black and white, such as printing on newsprint or programs. For other applications, see uses for the 1-color logo (7). 9

10 1-color logo 7.) ONE COLOR LOGO (BLACK) - WHITE BACKGROUND 1-Color Black 8.) WHITE LOGO, REVERSED OUT LOGO - BLACK BACKGROUND The preferred buildon logo is the 4-color version, but certain printing scenarios such as silkscreening, embroidery or other special circumstances necessitate use of a 1-color logo (7). This logo is also to be used when the logo must be displayed at a small size (less than 0.5 wide). 10

11 logo clear space 1.5X 1X 1X 1.5X When using the buildon brandmark, an appropriate amount of clear space is necessary to allow for proper visibility and contrast. Do not crowd the logo with other graphics, logos, textures or other elements. As shown in the example above, 1 x equals the height of the b in the buildon logo, and is the proper amount of space to leave left to right from the logo. Additionally, leave 1.5 times that height above and below the logo when placing items around the brandmark. These guidelines should be followed whenever possible and are considered the minimum clear space for the mark to work effectively. 11

12 incorrect logo usage DO NOT CONDENSE LOGO DO NOT EXPAND LOGO DO NOT CHANGE THE COLOR OF THE TYPE DO NOT CHANGE THE COLORS IN THE O DO NOT LEAVE OFF ANY PORTION OF THE LOGO DO NOT INCREASE SIZE OF O 12

13 incorrect logo placement DO NOT PRINT A PATTERN BEHIND LOGO DO NOT PRINT A BOLD COLOR BEHIND LOGO DO NOT PRINT A PALE COLOR BEHIND LOGO DO NOT PRINT A DARK COLOR BEHIND LOGO DO NOT PRINT BUSY PHOTO BEHIND LOGO DO NOT PRINT BUSY PHOTO BEHIND LOGO 13

14 buildon O mark usage The buildon O mark should not be altered in any way. It must always be reproduced from official digital artwork provided within this manual. The scale of the mark will vary from application to application, but the proportions should never change. Never stretch, skew or distort the mark in any way.

15 buildon O icon The buildon O icon can be used as a graphic element to enhance the buildon logo. The O should never be used alone on a piece. For example, if it appears on a poster, the complete logo should be somewhere on the same piece. The preferred icon is the 4-color process treatment. Other 2- and 1-color versions should not be used unless in very rare circumstances (see page 17, buildon Passport). 15

16 incorrect O usage DO NOT CUT OFF ICON; MUST ALWAYS BLEED OFF PAGE DO NOT CROP IN QUARTERS UNLESS USED AS A PART OF WHOLE ICON DO NOT CROP A LARGE AMOUNT; ICON SHOULD BE MORE THAN 40% DO NOT FILL MAJORITY OF PAGE WITH ICON; SHOULD BE LESS THAN 60% OF THE PAGE DO NOT TURN ICON DO NOT CROP A TINY AMOUNT; PART OF ICON SHOWING SHOULD BE AT LEAST 85% BUILDING CONNECTIONS American students volunteering in international villages buildon s Trek for Knowledge program offers the students deeply involved in our core programs the opportunity to go abroad as part of a school building team. This allexpense-paid experience includes living with a village family. Upon returning to the U.S., Trek students have a new understanding of the world and their ability to change DO NOT USE ICON OVER A BUSY PHOTO DO NOT USE ICON OVER TYPE DO NOT USE MORE THAN ONE LARGE ICON ON A PAGE 16

17 correct O usage examples Building with Books has changed its name to buildon Marc Friedman Chief Operating Officer Postcard: The O icon is used as a graphic element that supports the buildon logo. The icon bleeds off the page. Megan Torres Director of Communications Jim Ziolkowski President & CEO Business cards: The 4 parts make up a whole O icon, so even though the individual cards are a quarter of the O, this treatment is acceptable. Greg Bilionis Director of Development, Northeast Jim Ziolkowski President & CEO Post Office Box Stamford, CT Tel Fax jim.ziolkowski@buildon.org QTY:

18 correct O usage examples MEMBERSHIP PASSPORT Passport: This is a rare instance where the white O icon is used. It was necessary in order to mimic a real passport*. Invitations: The O icon is used on the second invite, but is acceptable since the full logo is introduced in the first card. YOU ARE INVITED TO ATTEND THE 5TH ANNIVERSARY OF THE Partnership for Hope Breakfast to celebrate the accomplishments of buildon students in Chicago buildon empowers people and transforms lives by partnering our after-school service programs in the U.S. with communities in developing countries to build schools. To get involved, visit buildon.org. buildon to communities, to education, to lives. DATE, TIME AND PLACE Wednesday, May 20, :15am Coffee Service 8:00am Breakfast and Program Hilton Chicago 720 South Michigan Avenue, Chicago, Illinois HONORINg John Cullerton, President of the Illinois State Senate & Daniel Walsh, President of Walsh Construction Business Attire Requested *The white O is not included within the buildon artwork. Please contact Courtney & Co. if you have a rare circumstance in which to use this version. 18

19 color system & typography The color system is comprised of a specific red, orange, yellow, and black color palette. The CMYK (4-color process) color breakdowns, along with the Pantone color selections are found within this manual and should not be altered in any way.

20 brand colors - Pantone color system ORANGE PANTONE 1665 C PANTONE 1665 U CMYK 0/75/100/0 Pantone Coated C Pantone UNcoated U YELLOW PANTONE 143 C PANTONE 109 U CMYK 0/35/85/0 Pantone Coated C Pantone UNcoated U RED PANTONE 1797 C PANTONE 1797 U CMYK 13/100/100/4 Pantone Coated C Pantone UNcoated U BLACK PANTONE Black C PANTONE Black U CMYK 0/0/0/100 Pantone Coated - Black C Pantone UNcoated - Black U 20

21 typography (printed materials) SANS SERIF - Univers, 55 Roman, upper/lower case AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTtUu VvWwXxYyZz DESCRIPTIVE/CALLOUT - Univers, 55 BOLD, lower case Empowering People. SUBTITLE - Univers, 55 Roman, upper case. Tracking 50 pts TRANSFORMING LIVES. BUILDING FUTURES. BODY COPY - Univers, 55 Roman, upper case buildon to your community, to your education, to your life! Ut utpat vel essi ese vel ulla facin hendion sequis nulluptat ut alisisi tat. Il ipis ercin vel esse core min vel ut venis nonsed et ipsustie tio odigna commy nim zzrit velesto deliquam do dunt nullut laor irilisi te tat pration et iniam, sit num ese exero odionul lamconsequi bla feugue dunt ad ex etue veniametue tat veliquam quam eugait eliqui ea conullaor sum iusto commy nibh esed dolor susto consequipsum vel euguer sum doluptation henit utpat dolorti onsequisit alit wis er incillaore eugia onulluptat utem eummy num do corercil ut nit exeros alis eugait vel utpat ad eugait utpat prat luptat. 21

22 typography (electronic use) SANS SERIF - Arial, Regular, upper/lower case AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTtUu VvWwXxYyZz DESCRIPTIVE/CALLOUT - Arial, BOLD, lower case Empowering People. SUBTITLE - Arial, Regular, upper case. TRANSFORMING LIVES. BUILDING FUTURES. BODY COPY - - Arial, Regular, upper/lower case buildon to your community, to your education, to your life! Ut utpat vel essi ese vel ulla facin hendion sequis nulluptat ut alisisi tat. Il ipis ercin vel esse core min vel ut venis nonsed et ipsustie tio odigna commy nim zzrit velesto deliquam do dunt nullut laor irilisi te tat pration et iniam, sit num ese exero odionul lamconsequi bla feugue dunt ad ex etue veniametue tat veliquam quam eugait eliqui ea conullaor sum iusto commy nibh esed dolor susto consequipsum vel euguer sum doluptation henit utpat dolorti onsequisit alit wis er incillaore eugia onulluptat utem eummy num do corercil ut nit exeros alis eugait vel utpat ad eugait utpat prat luptat. 22

23 stationery

24 letterhead & notecard schools built: hours served: lives touched: Handwritten latest metrics to be added by each user. Red pen ink preferred. Post Office Box 16741, Stamford, Connecticut Tel Fax Univers 65 Bold, 8.75 pts schools built: hours served: lives touched: 24

25 Marc Friedman Chief Operating Officer business cards Univers 65 Bold, 9 pts Marc Friedman Chief Operating Officer Megan Torres Director of Communications Jim Ziolkowski President & CEO Greg Bilionis Director of Development, Northeast Univers 55 Roman, 9 pts Jim Ziolkowski President & CEO Post Office Box Stamford, CT Tel Fax jim.ziolkowski@buildon.org Post Office Box Stamford, CT Tel Fax jim.ziolkowski@buildon.org QT 25

26 signature 26

27 photography Hero or cover photography for buildon should be emotionally evocative, editorial in style, black and white photography. This style of photgraphy should primarily appear on the cover, or in a prominent position, on printed pieces. Secondary photography will consist of a collage of black and white, and color photos, showing the range of the buildon organization.

28 hero style photography 28

29 secondary photography guidelines buildon s secondary photography style is emotional, personal, and hands-on. In any given design scenario the ratio of black and white photography to color photography should be equal. Also, when incorporating color photos, take care that the colors within the photos are warm tones (oranges, red, yellows) so that they work within the buildon overall color palette. 29

30 layout logo examples usage

31 layout examples Building on to communities, to education, to lives. Join us at and you ll find the same staff and the same dedication to youth empowerment both in the United States and abroad. schools built: hours served: lives touched: buildon Post Office Box Stamford, Connecticut PRSRT STD US POSTAGE PAID S. HACKENSACK, NJ Permit # 897 Building with Books has changed its name to buildon 31

32 questions? For any inquiries regarding logo usage of any of the brand guidelines please contact Courtney & Co. at or