3DEGREES. Brand Style Guide

Transcription

1 3DEGREES Brand Style Guide 1

2 CONTENTS 1. Preface + Introduction to brand guidelines 2. Brand Essence + Story + Mission and vision + Core values + Personality 3. Visual Identity + Logo + Typography + Color + Photography + Graphics 4. Voice & Messaging + Tone of voice + Marketing compliance 5. Application //

3 01 PREFACE HOW TO USE THIS Why do we need a style guide? The style guide sets the tone for how 3Degrees communicates with the outside world whether it s through our writing, our logo, our presentations every choice should be deliberate and consistent. Anything that visually or stylistically represents 3Degrees should convey our voice, our mission and our personality. Use these brand guidelines to learn how to capture the spirit and purpose of 3Degrees. Each style choice has been selected carefully to best represent our brand. This guide has been developed by the 3Degrees marketing team, who actively manages the company brand. If you have questions or comments, please contact us at marketingdirector@3degreesinc.com. 3

4 PART TWO Brand Essence + Story + Vision and mission + Core values + Personality The heart & soul. Our brand expresses who we are and what we believe in. It reflects our thinking and our work ethic. It affects how we relate to our customers, and how our customers perceive us and respond when they see or hear our name. It builds loyalty and attracts the best people to our team. The key to creating a strong brand is to clearly express its distinctive personality, characteristics and values through every piece of communication, both verbally and in writing, on a daily basis. 02

5 02 BRAND ESSENCE STORY Our name as a call to action A three degree increase in the earth s temperature is seen by many as a climate tipping point, the point past which it would be difficult if not impossible to reverse the impacts of climate change on the earth and its inhabitants. By choosing the name 3Degrees, our founders remind themselves, our staff, and our partners that climate change is not an abstract concept, but is real and requires action now. Solving the most significant challenge of our generation is a tall order. But this is a challenge that energizes us. We hope you ll join the cause. [1] United Nations Intergovernmental Panel on Climate Change Fourth Assessment Report [2] Stern Review on the Economics of Climate Change (2006) 5

6 02 BRAND ESSENCE MISSION & VISION OUR MISSION To connect people with renewable energy on a massive scale OUR VISION In progress 6

7 02 BRAND ESSENCE VALUES COMPANY + + We are passionate about our mission really. + + We are a stable growth company focused on investing wisely and managing risk so that we can grow sustainably. + + We deliver high quality products and services and clients reward us for it. + + We re dedicated to finding new and fulfilling work we want to do, sifting out work that s not a good fit for us. INDIVIDUAL + + We encourage professional growth through empowerment and opportunities for innovation. + + We are committed to rewarding high performance by team players. TEAMING & CULTURE + + We are a team of people who naturally put the good of the company and their teammates ahead of their own self interest. + + We are a company without jerks. We are a company of people who are respectful and genuine. + + We hold each other accountable and own up to our mistakes. + + We seek to keep a low drama environment with people who don t pit themselves against each other. + + Regardless of the outcome, we value innovative, well-planned, and well-executed experiments. + + We operate ethically even when confronted by economic pressures or personal or professional risks. + + We want our teammates to have personal lives that are not regularly affected by work. 7

8 02 BRAND ESSENCE PERSONALITY YOU KNOW...LIKE BUT NOT... SMART informed, approachable academic, arrogant FORWARD THINKER progressive, big picture thinker, a leader science fiction PASSIONATE enthusiastic, a champion, determined militant, overly-emotional AUTHENTIC approachable, frank unpolished RELIABLE trustworthy, provides good value boring, predictable 8

9 PART THREE Visual Identity + Logo + Typography + Color + Photography + Graphics While the brand essence is the heart and soul coming from within, the visual identity is the outward expression of 3Degrees. The logo makes up only one component of the identity. Other elements such as type, color, photography and illustration styles all play an important role in defining and consistently representing 3Degrees as brand. 03

10 03 VISUAL IDENTITY LOGO LOGOTYPE FULL LOGO LOCKUP AND ITERATIONS FULL COLOR The 3Degrees logo is made up of the numeral 3, the word Degrees (capital D), and a degree symbol, as well as a trademark symbol. MARK ELEMENTS Use the full color 3Degrees logo whenever possible. The full color, one-color and grayscale versions of the logo should be used primarily on white backgrounds. In rare cases they may be used on light backgrounds. For any darker or photograph backgrounds, the reversed version of the logo should be used. REVERSED ONE COLOR GRAYSCALE (84% BLACK) 10

11 03 VISUAL IDENTITY LOGO LOGO MARK The 3 and degree symbol from the logo can be used in this arrangement as a logo mark. It is intended to be used as a graphic design element, rather than an independent version of the logo. In most cases, the full logo should appear in conjunction with the mark. (See applications for examples of how both the mark and logo can be used together). When using the 3D mark as a graphic element, it should be arranged so that it slightly runs off the edge of the page, but in a way that still allows it to be immediately read as a 3. As a general rule, the mark should be approximately 4x the size of the logo (when the 3 in the mark is compared the 3 in the logo). The full color, one-color and grayscale versions of the logo should be used primarily on white backgrounds. In rare cases they may be used on light backgrounds. For any darker or photograph backgrounds, the reversed version of the logo should be used. CORRECT CORRECT INCORRECT 11

12 03 VISUAL IDENTITY LOGO CLEAR SPACE CLEAR SPACE AND SIZING It is important that other elements don t crowd the logo or the logo mark. Please allow for space around the logo, minimum the height of the e in degrees. For the logo mark, allow space minimum the height of the degree symbol. The 3Degrees logo should not be used in body copy. The logo may not be used at a size smaller than the minimum specified. MINIMUM SIZES PRINT: 1.5 WIDE WEB: 75 PIXELS WIDE 12

13 03 VISUAL IDENTITY LOGO IMPROPER LOGO TREATMENT In order to maintain the integrity of the logo, please use the following examples as a guide of what not to do with the logo. Thou shall not change the color of the logo. Thou shall not stretch or distort the logo. Thou shall not apply any special effects to the logo. Thou shall not change the angle of the logo. Thou shall not resize or rearrange any logo pieces. Thou shall not place logo on busy photo or background. 13

14 03 VISUAL IDENTITY TYPOGRAPHY TYPESETTING Our stories are everything. Type styles help tell them with distinction and organization. Our type system keeps things tight, simple, and highly versatile. Our typography palette includes two typefaces: Arnhem a serif rooted in traditional typography but with and undoubtedly modern touch. Because of Arnhem s exceptional reading quality, it s suitable for large bodies of text. + Body copy: Arnhem Normal + Headline 1: Arnhem Bold + Subheadline: Arnhem Bold Italic Mark OT is a new geometric sans that is strong, simple and bold in form. It s roundess adds approachability while it s thickness adds strength and confidence. We use FF Mark for headlines, and descriptor text to compliment Arnhem. + HEADLINE 2: MARK OT BOLD (ALL CAPS) + SANS SERIF LABEL: MARK OT BLACK (ALL CAPS) TIP: When a variety of type sizes and weights are used, the difference between them must be clearly recognizable. The contrast creates clear, strong and consistent designs. Emphasis can be created by using type scale, type weight and color. MARK OT Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz # $ % &!? Arnhem Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz # $ % &!? SANS SERIF LABEL Serif headline SANS SERIF HEADLINE Italicized serif subhead Body copy in Arnhem Blond. It s super easy to read. Looks modern and has class and flair. 14

15 03 VISUAL IDENTITY COLOR GOLDENROD (PMS 121 U) CMYK RGB HEX FFCC4E MED ORANGE (PMS 7409 U) CMYK RGB HEX FAAA4F DARK ORANGE (PMS 1505 U) CMYK RGB HEX F48043 G RAY 1 (PMS COOL GRAY 1 U) CMYK RGB HEX DBD9D6 G RAY 2 (PMS COOL GRAY 4 U) CMYK RGB HEX B9B9BA G RAY 3 (PMS COOL GRAY 11 U) CMYK RGB HEX 7B7D80 G RAY 4 (PMS COOL GRAY 6 U) CMYK RGB HEX 4F4E55 COLOR PALETTE - PRIMARY PROPORTIONS The mood of the color palette is meant to reinforce the tone of the brand: enthusiastic, approachable, optimistic, intelligent. The primary palette includes a range of mellow oranges with a complimentary palette of cool grays. A sunny outlook on the future but with one foot firmly planted in reality. Please reference the graphs at the right for a guideline to the ratio of color usage. 15

16 03 VISUAL IDENTITY COLOR TAUPE (PMS 451 U) CMYK RGB HEX 958F72 AQUA (PMS 3252 U) CMYK RGB HEX 75C9BB PROPORTIONS LIME (PMS 366 U) CMYK RGB HEX B6D883 NAVY (PMS 295 U) CMYK RGB HEX 3C4366 COLOR PALETTE - SECONDARY Because 3Degrees caters to a variety of audiences and industries, the secondary palette exists to supplement branded materials as needed. For example, the light green and teal might add energy and spunk to something, whereas the navy and muted olive could be used to add calmness and sophistication. The secondary and primary colors are not all meant to appear together, but to be used in various combinations depending on the direction of the piece. 16

17 03 VISUAL IDENTITY PHOTOGRAPHY Warm. Quiet. Relatable. Cohabitation. Photography should take inspiration from the primary and secondary color palettes. Subject matter should reflect subtle instances of cohabitation between mankind and nature. Overall mood should be calm, confident and relatable to the audience. 17

18 03 VISUAL IDENTITY PHOTOGRAPHY Guidelines on photography Photography is one of the most important elements in the overall mood conveyed through design. The imagery is the first and last thing people remember on whichever medium. It captures the personality of our brand. Things to avoid: The following is a framework to follow when creating or curating images for our brand so that all associated works possess a definitive visual vernacular and a degree of visual continuity maintained throughout. Art direction ideas: + + Using subjects in motion to provide energy to environments + + Unique crop that leaves room for interesting composition, and ambiguity in the models identities + + Graphic compositions using the environment + + Subject offset from center. Position creates a unique composition for the story. + + An interesting scenario of a natural situation, with a calm, thoughtful tone + + Depth of field used to connect two subjects, leaving mystery to the story Appearing cliche, staged or overly posed Unrealistic and/or unrelatable utopia world Looking corporate Too much focus on the renewable technology Genre Lifestyle Environment The Great Outdoors (or nature brought indoors) Lighting Natural light (explore high key and flare as options) Wardrobe, props Composition Stylish, quaint, casual, patterns, down-to-earth Off centered, depth of field, clear focal point Nature by itself without subtle evidence of human/ animal cohabitation Poor lighting, poor quality and/or poor resolution Color Palette Oranges, greens (primary and secondary palettes) 18

19 03 VISUAL IDENTITY GRAPHICS CHARTS When formatting charts and graphs in Microsoft Word and PowerPoint, make sure you are using our brand typefaces and colors. To break through the greys and yellow-oranges, you can use colors from our secondary palette. 19

20 PART FOUR Voice & Messaging + The 3Degrees voice + Marketing compliance Having killer content and amazing visuals is part of the package, but tone of voice is key in wrapping the entire message up in one effective and memorable bow. A tone of voice is not what you say, but how you say it. It is an expression of the people behind the brand. It both embodies and expresses the brand s personality. It should be distinctive, recognizable, and unique. 04

21 04 VOICE & MESSAGING VOICE 3DEGREES VOICE We aim for informal professional. Our words and voice are totally appropriate for a business situation, but are not stiff or overly formal. PERSONA TONE (VIBE) LANGUAGE PURPOSE Smart Down to earth A leader Honest Confident Warm Straightforward Enthusiastic Of substance Educate Engage Empower We re smart, but casual. We handle a lot of regulatory jargon, information-dense nuances, but avoid being dry and overly technical to our audiences. We believe that a message is better when it s simple to understand. We do not use obscure or unknown terms that may alienate. Our own conviction makes us compelling. We do business from a place rooted in our deepest beliefs. We engage our audiences with compelling stories. We deliver the facts clearly and use descriptions that stir the imagination and emotions. But we are not excessive in our exclamations. We re genuine. We are confident in and proud of the quality of our offerings, but avoid over-embellishing or using buzz words that can sound like hype. We express ourselves warmly and personally. We are enticing but always natural, never contrived. We adopt an attitude of sharing that lets our innovation and enthusiasm shine through. We re optimistic, we re human. There s a sunny side to everything (see solar panels). We find it s much more productive to see the world through a glass half full to set and surpass our goals. When appropriate, we embrace humor and show our fun loving side. 21

22 04 VOICE & MESSAGING THE SPECIFICS TONE We aim for informal professional. Our words and voice are totally appropriate for a business situation, but are not stiff or overly formal. + We use the pronoun we to describe 3Degrees + We use the pronoun our to describe 3Degrees (instead of its) YES: 3Degrees is proud our participation in this important initiative. YES: We are proud of our participation in this important initiative. NO: 3Degrees is proud of its participation in this important initiative. ACTIVE VOICE Whenever possible, we use the active voice. The active voice is more powerful, direct, and clear. ACTIVE: A strong program launch is secured through direct interaction with our clients during the initial kickoff. PASSIVE: We work directly with our clients during the initial kickoff to ensure a strong program launch. WRITING STYLE We follow AP style, which can be described as down and open. This is a modern, streamlined style that minimizes capitalization (the down part) and punctuation (the open part). CAPITALIZATION: We follow AP style guide and avoid capitalizing words unnecessarily. PUNCTUATION: No serial/oxford comma (no comma appears before the and in series of items). Our preference is avoid hyphens when possible. Instead, combine hyphenated words when possible (website, kickoff) and use hyphens in compound adjectives only when not using them would be confusing. 22

23 PART FIVE Applications 05

24 05 APPLICATIONS BUSINESS CARDS 24

25 05 APPLICATIONS STATIONERY SYSTEM 25

26 05 APPLICATIONS APPAREL 26

27 05 APPLICATIONS NEWSLETTER 27

28 CONTACT Please don t hesitate, reach out to us with any questions at: Karen Healey, Director of Marketing + khealey@3degreesinc.com Leslie Myers, Sr. Marketing Manager + lmyers@3degreesinc.com Kelsea Hunt, Marketing Specialist + khunt@3degreesinc.com Anna Kittitanaphan, Designer + akittitanaphan@3degreesinc.com Ruth Moorman, Designer + rmoorman@3degreesinc.com 28