READING IS FUNDAMENTAL BRAND GUIDELINES. READING IS FUNDAMENTAL Brand Guidelines
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1 TITLE READING IS FUNDAMENTAL Brand Guidelines 1
2 TABLE OF CONTENTS INTRODUCTION BRAND ATTRIBUTES USING THESE GUIDELINES VERTICAL LOGO LOCK-UP HORIZONTAL LOGO LOCK-UP TYPOGRAPHY COLOR PALETTE READING IS FUNDAMENTAL IN TEXT
3 INTRODUCTION We know that books are life tools that represent exploration, imagination and enhanced experience. And we believe that the road to a lifetime of achievement and success involves books from the start. We have been empowering America s children for over four decades by giving them access to new, free books and inspiring families to make reading a daily activity. With our new brand identity, we can demonstrate the enthusiasm and excitement we feel for our work and we can express the way that an open book can open up minds, doors and paths to a new world of opportunity for our organization and our constituents. BRAND ATTRIBUTES ELECTRIC We are an energetic organization and everything we create exemplifies this passion. EMPOWERING We inspire esteem, confidence and desire to keep growing, not only for children but for our organization. INNOVATIVE We promote learning on any platform and constantly strive to incorporate new ideas into programs and services.
4 USING THESE GUIDELINES These guidelines are a reference for you to help create consistency across all RIF communications and to help you understand what to do and what not to do when it comes to our logo, color palette, typography, layouts and other graphic elements. On the following pages each brand element is explained in depth to help provide detailed rationale so that all communications that are created add up to a greater RIF brand presence.
5 VERTICAL LOGO LOCK-UP The Reading Is Fundamental wordmark serves as a descriptor and relates typographically to our logo. Similar to the logo, the wordmark is simple and confident, while communicating a friendly and inclusive approachability. Adapted from the Gotham typeface it naturally relates to all other RIF communications. The proportion and scale between the logo and wordmark achieves a balance of maximum legibility and hierarchy across all brand applications. While multiple logo lock-ups are provided, the Vertical Lock-up below is preferred.
6 VERTICAL LOGO LOCK-UP MINIMUM SIZE PRINT DIGITAL To achieve maximum impact, always feature the Vertical Lock-up prominently and make sure its size is relative to its environment. It should never be reproduced at sizes smaller than.6 inches wide in print, and 65 pixels wide in digital applications px CLEARSPACE Always provide adequate clearspace around the Vertical Lock-up to maintain its legibility and integrity. The amount of clearspace necessary is proportional to the size of the lock-up. The minimum amount of clearspace around all sides of the Vertical Lock-up is equal to half (.5x) the overall height of the RIF logo in the Vertical Lock-up (x). X
7 READING IS FUNDAMENTAL BRAND GUIIDELINES VERTICAL LOGO LOCK-UP POSITION The preferred position for Vertical Lock-up on a layout is the top left or bottom left margin. Other positioning is acceptable but be sure the Vertical Lock-up feels anchored on the page and is never floating. It should never be centered (i.a-d). Preferred: Vertical Lock-up anchored to the top left corner of the layout Preferred: Vertical Lock-up anchored to the bottom left corner of the layout Acceptable: Vertical Lock-up may be anchored to the top right corner of the layout Acceptable: Vertical Lock-up may be anchored to the bottom right corner of the layout Never: Vertical Lock-up should never be aligned center
8 VERTICAL LOGO LOCK-UP TWO-COLOR LOGO RIF s blue and yellow are our signature colors and whenever possible our logo lock-up should be represented in both colors to maintain consistency and integrity through all communications. ONE-COLOR LOGO The one-color Vertical Lock-up is only to be used where a one color print job is required. In these situations using RIF blue is preferred. In instances where black is the only color printed, a black version of the logo is acceptable. Logo lock-up on white background One-color logo lock-up in RIF blue Logo lock-up on RIF yellow background One-color logo lock-up in black Logo lock-up on RIF blue background One-color logo lock-up knockout of RIF blue
9 VERTICAL LOGO LOCK-UP VIOLATIONS 1. Do not use a yellow-outlined logo on a white or light background 2. Do not use yellow for the one-color logo 3. Do not scale out of proportion 4. Do not use other typefaces 5. Do not use colors outside color palette 6. Do not resize elements 7. Do not rotate 8. Do not disassemble elements 9. Do not use the logotype alone 10. Do not enclose in shapes 11. Do not apply shadows or effects 12. Do not dimensionalize !"#$%&'()* +,&$#-"&.#/ #/
10 HORIZONTAL LOGO LOCK-UP Just as with the Vertical Lock-up, it is important to present the logo with the full brand name attached in many cases. With the Horizontal Lock-up, the relationship of proportion and scale between the logo and wordmark helps achieves a balance of maximum legibility and hierarchy across brand applications. In cases where the preferred Vertical Lock-up can not be used due to constraints, the Horizontal Lock-up should be used.
11 READING IS FUNDAMENTAL BRAND G UIDELINES HORIZONTAL LOGO LOCK-UP MINIMUM SIZE PRINT To achieve maximum impact, always feature the Horizontal Lock-up prominently and make sure its size is relative to its environment. It should never be reproduced at sizes smaller than 1 inch wide in print, and 125 pixels wide in digital applications. 1 DIGITAL 125 px CLEARSPACE Always provide adequate clearspace around to the Horizontal Lock-up to maintain its legibility and integrity. The amount of clear space necessary is proportional to the size of the lock-up. The minimum amount of clearspace around all sides of the Horizontal Lock-up is equal to half (.5x) the overall height of the RIF logo in the lock-up (x). X
12 HORIZONTAL LOGO LOCK-UP TWO-COLOR LOGO RIF s blue and yellow are our signature colors and whenever possible our logo lock-up should be represented in both colors to maintain consistency and integrity through all communications. ONE-COLOR LOGO The one-color Horizontal Lock-up is only to be used where a one color print job is required. In these situations using RIF blue is preferred. In instances where black is the only color printed, a black version of the logo is acceptable. Horizontal Logo lock-up on white background Horizontal Logo lock-up in RIF blue Horizontal Logo lock-up on RIF yellow background Horizontal Logo lock-up in black Horizontal Logo lock-up on RIF blue background Horizontal Logo lock-up knockout of RIF blue
13 HORIZONTAL LOGO LOCK-UP 3 VIOLATIONS 1. Do not use a yellow-outlined logo on a white or light background 2. Do not use yellow for the one-color logo 3. Do not scale out of proportion 4. Do not use other typefaces 5. Do not use colors outside color palette 6. Do not resize elements 7. Do not rotate 8. Do not disassemble elements 9. Do not use the logotype alone 10. Do not enclose in shapes 11. Do not apply shadows or effects 12. Do not dimensionalize !"#$%&'()* +,&$#-"&.#/
14 TYPOGRAPHY 4 TYPOGRAPHY For brand communications displayed on our website, and sent via , such as e-blasts and in the body of messages, Gotham is not a viable font to use. Because Gotham is not a universal font, text would be converted to the computer s default font. In order to maintain a uniform brand identity, Arial, a comparable web-safe font has been chosen for RIF. Arial - Regular ABCabc123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial - Italic ABCabc123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial - Bold ABCabc123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial - Bold Italic ABCabc123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Black ABCabc123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
15 TYPOGRAPHY 5 USING ARIAL When using Arial as a headline, sub-head or statement a tighter leading should be applied. This small but significant type style helps increase personality. A general rule is to keep the point size of the leading the same as the point size of the font (ie if you have a 30pt font then you would use 30pt leading). Another simple way to stylistically use the Arial font is to contrast important headline copy with Arial and Arial Black. This technique adds personality as well as helps divide information or call out something important. Do not apply these techniques to body copy or text situations. ARIAL BLACK IS USED FOR HEADLINES AND STRONG STATEMENTS. THESE STATEMENTS SHOULD BE SET IN ALL CAPS. INFORMATION CAN BE SEPARATED BY CHANGING COLORS AND/OR FONT WEIGHT. Arial Black 30pt type 30pt leading Arial 30pt type 30pt leading Cia virteli, es coniaelincla interit, o comaximus, consum tenam tamplinat, Catuscr icapero etimmoratiam denatili, num aucepectuus conteatque et audacitempra vit. Pecum pote, consum omnihi, C. Valegerum etimus adducidea nos horsum sendeesil hocules silicis conim se enihili bunterfec fer quampri paret; nostia in sulto creste, senimis sed dinarbi squostraes ad pericto interfi rtesce te rei pul viverfectuas etertus nonsid ditum. 9pt type 12pt leading
16 6 COLOR PALETTE PRIMARY COLORS The RIF color palette are two colors used in conjunction with white. The blue and yellow are fresh, electric and empowering, and communicate both a serious and friendly tone. The palette can be adopted to work with more serious donor facing materials as well as communications for parents and children. PANTONE Coated Pantone 300 C PANTONE Uncoated Pantone 3005 U CMYK RGB PANTONE Coated Pantone Yellow C PANTONE Uncoated Pantone Yellow U CMYK RGB SECONDARY COLORS Our secondary color palette consists of four additional colors that are chosen to accent our primary brand colors, and add to our electric and contemporary palette. These colors are not meant to be used in large quantities, but instead to help distinguish complex information, accent illustrations, and to highlight information in a fun way. PANTONE Coated Pantone 1777 C PANTONE Uncoated Pantone 185 U CMYK RGB PANTONE Coated Pantone 266 C PANTONE Uncoated Pantone 273 U CMYK RGB PANTONE Coated Pantone 375 C PANTONE Uncoated Pantone 381 U CMYK RGB PANTONE Coated Pantone 130 C PANTONE Uncoated Pantone 7406 U CMYK RGB
17 COLOR PALETTE 17 TWO-COLOR RELATIONSHIPS The use of color in RIF s visual language is very basic. One should always use full floods of color or white as a layout background, with the other two colors used as accents. Do not use large color fields to divide a layout. All layouts should be predominantly one color, with the other colors as accents. WE PREPARE AND MOTIVATE CHILDREN TO READ BY DELIVERING FREE BOOKS AND LITERACY RESOURCES TO THOSE CHILDREN AND FAMILIES WHO NEED THEM MOST. WE INSPIRE CHILDREN TO BE LIFELONG READERS THROUGH THE POWER OF CHOICE. WE PREPARE AND MOTIVATE CHILDREN TO READ BY DELIVERING FREE BOOKS AND LITERACY RESOURCES TO THOSE CHILDREN AND FAMILIES WHO NEED THEM MOST. WE INSPIRE CHILDREN TO BE LIFELONG READERS THROUGH THE POWER OF CHOICE. RIF provides new, free books for children to choose from and make their own. The seeds of inspiration in these books have motivated children to follow their dreams and achieve their potential. Yes, it seems incredible for a book to launch a life, but it happens every day as hungry, inquisitive young minds reach out and grab hold of the new people, places, and ideas that books bring them. Learn more at RIF.org RIF provides new, free books for children to choose from and make their own. The seeds of inspiration in these books have motivated children to follow their dreams and achieve their potential. Yes, it seems incredible for a book to launch a life, but it happens every day as hungry, inquisitive young minds reach out and grab hold of the new people, places, and ideas that books bring them. Learn more at RIF.org RIF provides new, free books for children to choose from and make their own. The seeds of inspiration in these books have motivated children to follow their dreams and achieve their potential. Yes, it seems incredible for a book to launch a life, but it happens every day as hungry, inquisitive young minds reach out and grab hold of the new people, places, and more at
18 COLOR PALETTE ONE-COLOR RELATIONSHIPS The use of color in RIF s visual language is very basic. One should always use a full flood of color or white as a layout background, with the other color used as an accent. WE PREPARE AND MOTIVATE CHILDREN TO READ BY DELIVERING FREE BOOKS AND LITERACY RESOURCES TO THOSE CHILDREN AND FAMILIES WHO NEED THEM MOST. WE INSPIRE CHILDREN TO BE LIFELONG READERS THROUGH THE POWER OF CHOICE. WE PREPARE AND MOTIVATE CHILDREN TO READ BY DELIVERING FREE BOOKS AND LITERACY RESOURCES TO THOSE CHILDREN AND FAMILIES WHO NEED THEM MOST. WE INSPIRE CHILDREN TO BE LIFELONG READERS THROUGH THE POWER OF CHOICE. RIF provides new, free books for children to choose from and make their own. The seeds of inspiration in these books have motivated children to follow their dreams and achieve their potential. Yes, it seems incredible for a book to launch a life, but it happens every day as hungry, inquisitive young minds reach out and grab hold of the new people, places, and ideas that books bring them. Learn more at RIF.org RIF provides new, free books for children to choose from and make their own. The seeds of inspiration in these books have motivated children to follow their dreams and achieve their potential. Yes, it seems incredible for a book to launch a life, but it happens every day as hungry, inquisitive young minds reach out and grab hold of the new people, places, and ideas that books bring them. Learn more at RIF.org Learn more at RIF.org BOOK people Unite!
19 COLOR PALETTE VIOLATIONS 1. Do not create columns of color 2. Do not divide layouts in to multiple color fields 3. Do not highlight text with bars of color 4. Do not use a yellow type on a white or light background 5. Do not contain text blocks in shapes of color 6. Do not multiply colors 7. Do not use two-color gradients 8. Do not use gradients 9. Do not use tints of colors on type 10. Do not use tints of colors on backgrounds 11. Do not make patterns out of blocks of color 12. Do not use secondary colors in large amounts Utendia as volu ptate nienisquis et, consece presero es et id et quia velecus et, voluptas illigene niatiat iistrum quae ent, quam que. Utendia as volu ptate nienisquis et, consece presero es et id et quia velecus et, voluptas illigene niatiat iistrum quae ent, quam que. Utendia as volu ptate nienisquis et, consece presero es et id et quia velecus et, voluptas illigene niatiat iistrum quae ent, quam que repe ea incid mos sint. Utendia as volu ptate nienisquis et, consece presero es et id et quia velecus et, voluptas illigene niatiat iistrum quae ent, quam que repe ea incid mos sint Utendia as voluptate nienisquis et, consece presero es et id et quia velecus dellupt atures et dolentis sentissit, te et, voluptas illigene niatiat iistrum quae ent, quam que repe ea incid mos sint.ique eicatem iur, odignim aximolu ptaspera dolupti nvelitae vellupta qui con ex eos ma cor as eaque eosto Utendia as voluptate nienisquis et, consece presero es et id et quia velecus dellupt atures et dolentis sentissit, te et, voluptas illigene niatiat iistrum quae ent, quam que repe ea incid mos sint.ique eicatem iur, odignim aximolu ptaspera dolupti nvelitae vellupta qui con ex eos ma cor as eaque eosto Utendia as voluptate nienisquis et, consece presero es et id et Utendia as volu ptate nienisquis et, consece presero es et id et quia velecus et, voluptas illigene niatiat iistrum quae ent, quam que. book people unite Utendia as volu ptate nienisquis et, consece presero es et id et quia velecus et, voluptas illigene niatiat iistrum quae ent, quam que. Utendia as voluptate nienisquis et, consece presero es et id et quia velecus dellupt atures et dolentis sentissit, te et, voluptas illigene niatiat iistrum quae ent, quam que repe ea incid mos sint.ique eicatem iur, odignim aximolu ptaspera dolupti nvelitae vellupta qui con ex eos ma cor as eaque eosto Utendia as voluptate nienisquis et, consece presero es et id et quia velecus dellupt atures et dolentis sentissit, te et, voluptas illigene niatiat iistrum quae ent, quam que repe ea incid mos sint.ique eicatem iur, odignim aximolu ptaspera dolupti nvelitae vellupta qui con ex eos ma Utendia as volu ptate nienisquis et, consece presero es et id et quia velecus et, voluptas illigene niatiat iistrum quae ent, quam que repe ea incid. book people unite book people unite book people unite
20 0 READING IS FUNDAMENTAL IN TEXT When referring to the organization in body copy use the rules below to maintain brand consistency and integrity. When referring to the organization in a body of text, the proper way to display the full name is Reading Is Fundamental. All three words should have the first letter capitalized, followed by all lowercase letters. When referring to the organization in a body of text, the proper way to display the acronym is RIF. All three letters should be capitalized without periods. When using the name as a possesive noun, the proper way to display the name is with an apostrophe and lowercase s, as in RIF s volunteers. When directing someone to our website, the proper way to display the URL is RIF.org This is an improper way to display because you should not use the customized logo type in copy. This is an improper way to display Rif because it is not all capitalized. This is an improper way to display Reading is Fundamental because the I is not capitalized. This is an improper way to display R.I.F. because you should not use periods after each letter.
21 TITLE 65 Reading Is Fundamental RD ST., NW SUITE 300 WASHINGTON, DC RIF.READ RIF.org FOR INTERNAL PURPOSES ONLY
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