0 BRAND GUIDELINES - BRAND OVERVIEW. Yoakley Care - Brand Overview. The Yoakley Care Brand. 1. Our Brand Identity. Why use this Identity Pack?

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1 Branding Guidelines

2 0 BRAND GUIDELINES - BRAND OVERVIEW Yoakley Care - Brand Overview Contents The Yoakley Care Brand Michael Yoakley s Charity are providers of specialist care for the elderly. The Charity was established by the Will of Michael Yoakley in 1708 to provide accommodation for the deserving poor. Yoakley Care always strives to achieve the highest standards of care. The Yoakley Care brand exists to support the standards and reinforce the message of quality care. Why use this Identity Pack? This pack is to help preserve the Yoakley Care brand. This pack will enable the brand to stand the test of time and keep a consistent appearance. The brand can be easily reproduced and can sustain a clear and distinctive image throughout all publicity and media platforms. This pack should not take away the means to be creative; instead it adds clear guidelines to help us keep a strong and powerful brand. This pack is written in a way that guides everybody in effectively producing consistent publicity. How do I use this Pack? It is recommended that this pack is read through before starting any projects so that the Yoakley Care identity is clearly communicated. This document is split into four parts. 1. The first Brand Identity section is a guide as to how to set out the Yoakey Care logo in a clear and consistent way. 2. The second Brand Usage section is a guide as to how to place the logo in the most effective way. 3. The Brand Toolkit section illustrates the colours, shapes and typography that should be used across all areas of printed and digital publicity. It explains how important these aspects are in communicating the brand effectively. 4. The Brand Applied Section contains guidelines and examples of how to set out and design information on various printed and digital formats for future reference and comparisons. 1. Our Brand Identity 1.1 Logo elements Page Logo variations Page Positioning Guide Page Brand Usage 2.1 Using Backgrounds Page Identity Misuse Page Brand Toolkit 3.1 Colour Palette Page Brand Fonts Page Typography Page Typography Misuse Page Our Brand Applied 4.1 Business Stationery Page Informational Brochure Page Pop up displays Page Digital Media Page 21 Yoakley Care Brand Identity Brand Overview 02

3 Section 1 Our Brand Identity

4 1.1 OUR BRAND IDENTITY - LOGO ELEMENTS Yoakley Care Logo Logo Emblem Main Logotype Statement The emblem is formed from two sets of flowing of lines creating heart shape - which symbolises care The words Yoakley Care have been created with a spacious flow to communicate a friendly nature The statement is used to reinforce the Main Logotype. It can always be found beneath the Logotype The Message Care The ultimate message of the Yoakley brand is Care. This has been symbolised as a heart. It takes two Rooted behind the word care are two halves. The disadvantaged and the helper. This is communicated through the two brand colours. The emblem The final composition of the emblem comunicates Caring with excellence Yoakley Care Brand Identity Our Brand Identity 04

5 1.2 OUR BRAND IDENTITY - LOGO VARIATIONS Full Colour Logos This is the preferred set of logos to be used when printing in full colour. They should only be applied to a light or white background. Single Colour White Logos If you would like to place a logo on one of the brand colour backgrounds use the Single Colour White Logo. These can also be used on images. Single Colour Black Logos If you would like to place a logo on a light colour or white background use these logos. Logo File Formats: Logo File Formats: Logo File Formats: PNG JPEG TIFF EPS PNG TIFF EPS PNG JPEG TIFF EPS Yoakley Care Brand Identity Our Brand Identity 05

6 1.3 OUR BRAND IDENTITY - POSITIONING GUIDE Logo spacing It is vital that the Yoakley Care logo has adequate space around it to help keep it s message clear. The diagram (right) explains how this should be achieved. The dashed pink line around the logo shows the correct amount of space needed. The Margin is defined by a third of the logo height measurement (see below). = Size is important To miantain optimum clarity logos should not be sized any smaller than the measurements shown below: No smaller than 14mm in height No smaller than 9mm in height No smaller than 14mm in height Yoakley Care Brand Identity Our Brand Identity 06

7 Section 2 Brand Usage

8 2.1 OUR BRAND IDENTITY - USING BACKGROUNDS Here are some guidelines on using the correct logo for its purpose. These guidelines will help keep a consistent and attractive brand. Full Colour Logo Single Colour Logo White The Full Colour Logo should only be used on a white or light colour background. When a large area of colour is used the Single Colour Logo must be used. This will help maintain the contrast of the logo. White Logo & Tints Black Logo & Tints Logo s On Photos 75% 50% 25% 75% 50% 25% The one colour white logo can be placed on a black background. It can also be tinted to make it more subtle, see examples of transparency increments. The one colour black logo can be placed on a white background. It can also be tinted to make it more subtle, see examples of transparency increments. In the rare occasion that a logo needs to be placed on an image, use either the Single Colour White or Full Colour Logo depending on the iamge contrast. This should be used sparingly. Yoakley Care Brand Identity Our Brand Identity 08

9 2.2 OUR BRAND IDENTITY - IDENTITY MISUSE Unacceptable changes Do not move any element of the logo Do not change the location title for any other information Do not rotate the logo It is important to make sure that the Yoakley Care logos are not altered. This will maintain consistency across all publications. Although it may be tempting to amend a logo to make it sit with your design this could massively dilute the impact of the brand. Please refrain from doing any of the changes shown to the left. Using the supplied logos and colour palettes will help avoid misuse of the logo. Do not stretch or re-size the logo using unequal proportions Logo colours should not be changed or adjusted Full colour logos should be placed on an appropriate background colour Single colour logos should be placed on an appropriate background colour Do not change the logo into outlines No effects are to be applied to the logo Yoakley Care Brand Identity Our Brand Identity 09

10 Section 3 Brand Toolkit

11 3.1 OUR BRAND TOOLKIT - COLOUR PALETTE Purple #4C2255 C: 75 R: 76 M: 95 G: 34 Y: 25 B: 85 K: 35 PANTONE 262 C Purple Tints 90% 80% 70% 60% 50% 40% 30% 20% 10% Identity colours The Yoakley Care brand has a very distinctive colour palette, It is important that designers and Yoakley Care employees work to these colours. This will help keep a global consistency. Plum # C: 40 R: 136 M: 100 G: 21 Y: 25 B: 88 K: 25 PANTONE 7649 C Plum Tints 90% 80% 70% 60% 50% 40% 30% 20% 10% Tints can be used to achieve subtle background colours. Be mindful to keep contrast between background colours and text or logos. Colour Values Explained Pantone colours are used to get a consistent professional print match Black #1C1C1B Black Tints HE colours are often used for HTML web language C: 0 R: 28 M: 0 G: 28 Y: 0 B: 28 K: 100 PANTONE 419 C 90% 80% 70% 60% 50% 40% 30% 20% 10% CMYK colour format should be used for print design RGB colour format should be used for digital design Yoakley Care Brand Identity Our Brand Identity 11

12 3.2 OUR BRAND IDENTITY - BRAND FONTS Brand font Fonts are a very powerful way of communicating a brand. There are two fonts used across the Yoakley Care brand. Proxima Nova Soft has been selected for header text (Titles). It is a very clear font with a slightly rounded apearance which links well with the curves of the logo. Proxima Nova has been chosen for body text as it is a very clear and versatile font, with its selection of weights. Please avoid using alternative fonts as this will weaken the overall effect of the brand. Choosing the correct font size and weight is explained on the next few pages. Proxima Nova Soft can be downloaded for a fee at: If you do not have access to the font Proxima Nova it is acceptable to use the system fonts Arial (PC) and Helvetica (Mac). Typography. Primary Heading Font: Proxima Nova Soft Proxima Nova Soft AaBbCc1 23 Proxima Nova Soft Regular 24pt ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz : ;,.<>/?~!@# %^&*()_+={} Typography. Proxima Nova Soft Font Weights Proxima Nova Soft Regular 14pt ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz : ;,.<>/?~!@# %^&*()_+={} Proxima Nova Soft Bold 14pt ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz : ;,.<>/?~!@# %^&*()_+={} Yoakley Care Brand Identity Our Brand Identity 12

13 3.2 OUR BRAND IDENTITY - BRAND FONTS Proxima Nova can be downloaded for a fee at: If you do not have access to the font Proxima Nova it is acceptable to use the system fonts Arial (PC) and Helvetica (Mac. Typography. Body Font: Proxima Nova Proxima Nova AaBbCc1 23 Proxima Nova Regular 24pt ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz : ;,.<>/?~!@# %^&*()_+={} Typography. Proxima Nova Font Weights Proxima Nova Light 14pt ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz : ;,.<>/?~!@# %^&*()_+={} Proxima Nova Semi Bold 14pt ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz : ;,.<>/?~!@# %^&*()_+={} Proxima Nova Medium 14pt ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz : ;,.<>/?~!@# %^&*()_+={} Proxima Nova Bold 14pt ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz : ;,.<>/?~!@# %^&*()_+={} Yoakley Care Brand Identity Our Brand Identity 13

14 3.2 OUR BRAND IDENTITY - TYPOGRAPHY Headers and sub headers Headers and sub headers are used to quickly communicate what a particular story is about to a reader. Headers should be a short phrase to grab the reader s attention. A sub header / intro then explains a little more about the article. See below to get an idea of what proportions the header, sub header and body text should be in. The proportions shown below are a guide, so please use your own judgement to space, align and size when writing your own articles. Body text point size & leading Body text should be easily legible, which is why Proxima Nova is used throughout the branding for paragraphs of text (also known as body text). Below the example outlines the proportions between the font size and line heigh. This combination makes for clear, legible body text. (Header) 22pt Regular (Soft) (Intro) 13pt Bold (Soft) (Body) 9pt / 12pt Regular Example title text here Sitatisquis aditat porro quiat odi sum quid eosandicto comnihi citatem hilicae et laciis atiam errum a dusam, int litisqu idellanto. Explicae verchitia nonsectibus dolutam cum hictaspedi qui re odignatur, volore nonsectiusci odignam que endit laccullori disitas pictem re cum con nat resequi quia vollaudae autem quam, toresto eum reptio exped quiant int. Volorectatem es aspis aspient, aut acea que sum fugiatur, comnime duscia nobis cor sequodissi temolum nem. Proxima Nova, Font Size 9pt / Line Height 12pt Um audam rendae volorep tatur? Uci si omnist, secessi nverit volorep elliquam et in explaborit, quatem quate volestruptio mi, sus el ium etum. Qui omnihil. Minimum text size Text should always be easily legible, only when writing small print should text be created at 6pt. Never make it smaller than this as it becomes too difficult to read. The ideal sizes for content text are shown above. Proxima Nova, Font Size 6pt / Line Height 8pt Um audam rendae volorep tatur? Uci si omnist, secessi nverit volorep elliquam et in explaborit, quatem quate volestruptio mi, sus el ium etum Um audam rendae volorep tatur? Uci si omnist, secessi nverit volorep elliquam et in explaborit, quatem quate. Text, backgrounds and Images In the rare circumstances that text should be placed on images, make sure that the text is placed on a simple area of the image. Be aware that the contrast between the text and image / background needs to be strikingly different. Text Example. Bright text on dark background. Text Example. Dark text on light image. Yoakley Care Brand Identity Our Brand Identity 14

15 3.3 OUR BRAND IDENTITY - TYPOGRAPHY MISUSE Unacceptable use of type It is also important to make sure that all text is legible and easy to read. Here are some simple rules to avoid difficult to read text. Do not use letter spacing. Too much letter spacing used. Too much letter spacing used. Too much letter spacing used. Too much letter spacing used. Too much letter spacing used. Too much letter Set the correct amount of leading for your text. Set the correct amount of leading for your text. Set the correct amount of leading for your text. Set the correct amount of leading for your text. Set the correct amount of leading for your text. Set the correct amount of leading for your text. Set the correct amount of leading for your text. Set the correct amount of leading for your text. Don t use fonts that are not included in the brand guidelines. Don t use fonts that are not included in the brand guidelines. STORY HEADLINES Sub header text An introduction paragraph using droid sans. An introduction paragraph using droid sans. An introduction paragraph using. Main Body paragraphs need to use Proxima Nova. Main Body paragraphs need to use Proxima Nova. Main Body paragraphs need to. Do not use letter spacing as this makes body text difficult to read. Check the text size and line spacing are set to the correct proportions. Only use fonts that are included or suggested in the brand guidelines. Check the the format of the text is sized appropriately. In porum que poria asimoditis unt reit voluptam nonsenis dio omnis quatur ma cores ni que dolorepellam nobitia ssuntiur? Icipsaeceped ut ut aut volo voluptiandis ut ommolorios ra sequo corest, conseque lam essunto quas vollam, corissit autenis ex eos ea volor molorem eritatia cuptior porerit. In porum que poria asimoditis unt reit voluptam nonsenis dio omnis quatur ma cores ni que dolorepellam nobitia ssuntiur? Icipsaeceped ut ut aut volo voluptiandis ut ommolorios ra sequo corest, conseque lam essunto quas vollam, corissit autenis ex eos ea volor molorem eritatia cuptior porerit. In porum que poria asimoditis unt reit voluptam nonsenis dio omnis quatur ma cores ni que dolorepellam nobitia ssuntiur? Icipsaeceped ut ut aut volo voluptiandis ut ommolorios ra sequo corest, conseque lam essunto quas vollam, corissit autenis ex eos ea volor molorem eritatia cuptior porerit. In porum que poria asimoditis unt reit voluptam nonsenis dio omnis quatur ma cores ni que dolorepellam nobitia ssuntiur? Icipsaeceped ut ut aut volo voluptiandis ut ommolorios ra sequo corest, conseque lam essunto quas vollam, corissit autenis ex eos ea volor molorem eritatia cuptior porerit. Be careful to space out text boxes well. Space around your content will make it easier to read. Do not use dark text on a dark background as it is illegible. Be careful to use appropriate text colours on bright backgrounds. Text should rarely be used on photographic backgrounds. Only use text on a plain area of an image. Yoakley Care Brand Identity Our Brand Identity 15

16 Section 4 Our Brand Applied

17 4.1 OUR BRAND APPLIED - BUSINESS STATIONERY Below are examples of a Business Card, Compliment Slip and Letterhead design. You can see a consistency with how the brand is used across these items. Business Card Letterhead Compliment Slip Yoakley Care Brand Identity Our Brand Applied 17

18 4.1 OUR BRAND APPLIED - BUSINESS STATIONERY Letterhead, Compliment Slip and Business Card Yoakley Care Brand Identity Our Brand Applied 18

19 4.2 OUR BRAND APPLIED - INFORMATIONAL BROCHURE Cover & Spread Examples Examples of an informational brochure / document. It gives visuals of how content can be laid out and examples of how images and infographics can be styled. Spread Example Yoakley Care Brand Identity Our Brand Applied 19

20 4.2 OUR BRAND APPLIED - INFORMATIONAL LEAFLETS Examples of informational leaflets. These visuals give an idea of how content can be laid out and examples of how images and infographics can be styled. Flyer Example Leaflet Example Yoakley Care Brand Identity Our Brand Applied 20

21 4.3 OUR BRAND APPLIED - POP UP DISPLAYS Here is an example of how the brand could look on a pop up display. Banner Stand Banner Stand Mock-ups Yoakley Care Brand Identity Our Brand Applied 21

22 4.4 OUR BRAND APPLIED - DIGITAL MEDIA Homepage Mock-up Homepage Signature Here are examples of how a branded website could look. There is also a mock-up of what an signature could look like. All of these examples show how effective a consistent brand is at comunicating the correct message. Yoakley Care Brand Identity Our Brand Applied 22

23 Branding Guidelines If you have any questions about anything that appears in these guidelines, or how to use them, please contact Yoakley Care by ; It is essential that the elements that make up our brand are always reproduced consistently. Using the correct artwork will ensure the highest quality materials. Logos and artwork are available on request from the address above.