mlcf brand standards manual
DESCRIPTION
MLCF Brand Standards ManualTRANSCRIPT
Brand GuidelinesJune 2012
Importance of Brand Standards.............................. 5
Mission................................................................ 7
Brand Elements Logo........................................................ 11 Logo Components..................................... 13 Logo Color Options................................... 15 Logo Clear Space and Sizing..................... 17
Logo Usage Guidelines............................... 19Color Palette.............................................. 21Typeface................................................... 23Tagline..................................................... 25
Slogan..................................................... 27Tenth Anniversary Mark.............................. 29
Sub-Brand Logos.........................................31 Sub-Brand Logo Clear Space...................... 33
Related Logos........................................... 35Related Logo Clear Space.......................... 37
Brand Applications Business Cards.......................................... 41
Letterhead................................................. 43Folded Card............................................. 45Note Card................................................ 47
Envelopes................................................. 49 Email Signature......................................... 51
Video....................................................... 53 Photography............................................. 55
Brand Contact................................................... 59
Table of Contents
5
Importance of Brand Standards
“With the right branding, businesses can increase their product's perceived value, establish relationships with their customers that span ages and borders, and nurture those into a lifelong bond.”
—David Airey, Logo Design Love
Brand standards are important in protecting the integrity of the messages and materials produced by the Marvin Lewis Community Fund. Applying the standards described in this manual will ensure that your messages are clear, consistent, and easily understood.
7
Mission
The Marvin Lewis Community Fund seeks to empower, educate and inspire individuals in the Greater Cincinnati region through our ongoing outreach programs.
9
Brand Elements
10
11
Logo
The logo of the Marvin Lewis Community Fund is friendly and approachable.
The curved shape of the logo suggests the laces of a football. These "laces" also form figures who represent the children the organization assists, and represent members of our community coming together to improve and change lives. The logo demonstrates that there is strength in numbers.
The shape of the logo alludes to the fact that the Marvin Lewis Community Fund uses football as part of a program to help and mentor kids and as a way to raise awareness for an important cause.
12
The Laces
The Arc
The Figures
The Text
13
Logo Components
The parts of the logo are illustrated on the opposite page, with each part outlined in black. However, this outline is used only to assist in explaining the logo. The logo must never be printed with a stroke around any elements. (An exception is explained in the Video section of this manual, p. 53.)
The “laces” are the graphic of the logo as a whole. The laces contain two parts, one of which may be used as a distinct design element.
• The “figures” are contained within the laces. Figures may not be used as individual design elements.
• The “arc” is the shape formed by the connected arms of the figures. The arc is used as a design element for the sub-brand logos (p. 31).
The text appears below the laces. The text may not be displayed without the graphic element.
14
Full Color
Full Color Reversed
One Color
One Color Reversed
15
Logo Color Options
Full ColorThe full color logo, with Community Fund Orange laces and Community Fund Black text, is the standard logo for the Marvin Lewis Community Fund and should be used whenever possible.
In situations where it is not possible to use the full color logo, the following options are acceptable:
Full Color ReversedFor placement on dark backgrounds, the logo may appear with orange laces and white text.
One ColorThe logo may appear in all black on white or light colored backgrounds. The background color must be light enough to provide significant contrast.
One Color ReversedThe logo may appear in all white on black or dark colored backgrounds. The background color must be dark enough to provide significant contrast.
16
Logo Clear Space
Logo with Mark Clear Space
Minimum Size
1.2 inches
17
Logo Clear Space and Sizing
Clear space is the amount of empty space that surrounds a logo. Leaving clear space around the logo ensures that the logo has sufficient room on all sides, to keep it from being over-crowded among other text or graphics.
The clear space that is required to appear around the Marvin Lewis Community Fund logo is equal to the vertical height of the v in the word “Marvin,” regardless of the scale of the logo. This ensures a consistent clear space no matter what size the logo is scaled to. The clear space for the logo with the tenth anniversary mark (p. 29) is the same as the main logo, but adjusted to include the mark.
To preserve legibility, the logo should never be scaled smaller than 1.2 inches horizontally.
18
Recreated
Marvin LewisCommunity Fund
Unapproved Color
Altered Orientation
Cropped
“Broken” By Graphic
Added Effects
Outline Only
Lack of Contrast
Not Uniformly Scaled
19
Logo Usage Guidelines
The following rules apply to all organization logos, marks, taglines, and slogans:
1. The logo is art. It should not be recreated, reconfigured, rearranged, or cropped in any way.
2. The logo has four color options: full color, full color reversed, one color, or one color reversed. Never set the logo in any other color. Whenever possible, the full color logo should be used.
3. The logo must be uniformly scaled. Do not stretch or squeeze the logo.
4. Do not change the orientation of the logo.
5. Do not crop the logo in any way.
6. Do not place the logo on similarly colored backgrounds. Choose a logo color variation that will allow for significant contrast.
7. Do not use the logo as an “outline only” version.
8. Do not “break” or cut the logo with lines, images, or graphics.
9. Do not add any effects to the logo such as a drop shadow, beveling, or embossing.
20
Community Fund Orange
Community Fund Black
Community Fund White
21
Color Palette
The approved colors for the Marvin Lewis Community Fund logos, marks, taglines, and slogans are as follows:
Community Fund OrangeRGB: 237/129//35CMYK: 3/60/100/0Hexadecimal: #ED8123Pantone: Pantone 158 C®
Community Fund BlackRGB: 0/0/0CMYK: 0/0/0/100Hexadecimal: #000000Pantone: Pantone Black®
Community Fund WhiteRGB: 255/255/255CMYK: 0/0/0/0Hexadecimal: #FFFFFFPantone: Pantone 11-0601 TCX®
22
Futura Std Heavy
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()
Futura Std Book
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrs tuvwxyz1234567890!@#$%^&*()
Futura Std Book Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrs tuvwxyz1234567890!@#$%^&*()
Futura Std Heavy
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrs tuvwxyz1234567890!@#$%^&*()
Futura Std Heavy
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz1234567890!@#$%^&*()
23
Typeface
For all print promotional materials such as posters and mailers, the typeface Futura should be used.
• Use Futura Std Bold for headers
• Use Futura Std Book for body copy
• Within the body copy, use Futura Std Book Oblique or Futura Std Heavy for emphasis
For video, text on screen should be placed in Futura Std Bold or Futura Std Medium.
For correspondence such as letters and computer based communications, use Arial or Helvetica type.
24
One Play At A Time
One Play At A Time
Tagline
Tagline In Use
25
Tagline
The tagline for the Marvin Lewis Community Fund is “One Play At A Time”.
This tagline reflects the goals of the Marvin Lewis Com-munity Fund: to improve the lives of children and our community by one step at a time. Each successful event furthers that goal.
The tagline may be used in all print, video, and audio communications.
• On all print and video materials, the tagline should be set in the correct typeface for headers (p. 23)
• The tagline may appear in all capital letters, or with an initial capital for each word.
• Do not add punctuation to the tagline when it is used as a design element.
• The tagline must appear in one of the approved colors for the Marvin Lewis Community fund (p. 21).
• The tagline should follow all logo usage guidelines (p. 19).
The logo for the Marvin Lewis Community Fund must be located within direct view whenever the tagline is used. For example, the tagline may not be used on one side of a postcard and the logo placed on the other side. The logo must appear on the side with the tagline.
26
JOIN THE TEAM!
Slogan
Slogan In Use
27
Slogan
"JOIN THE TEAM!" is a fundraising campaign slogan for the Marvin Lewis Community Fund.
This slogan may be used in print, video, and audio communications.
• On all print and video materials, the slogan should be set in the correct typeface for headers (p. 23).
• The slogan must appear in one of the approved colors for the Marvin Lewis Community fund (p. 21).
• The slogan should follow all logo usage guidelines (p. 19).
• The slogan may appear in all capital letters (JOIN THE TEAM!), or written in sentence style (Join the team!).
• The slogan must include an exclamation point when the slogan is used as a design element.
The logo for the Marvin Lewis Community Fund must be located within direct view whenever the slogan is used. For example, the slogan may not be used on one side of a post card and the logo placed on the other side. The slogan must appear on the side with the tagline.
28
Tenth Anniversary Mark
Tenth Anniversary Mark With Logo
29
Tenth Anniversary Mark
The tenth anniversary mark may be displayed as part of the logo during the organization’s anniversary year. This mark may not be used as a stand-alone design element. It must always be displayed directly beneath the Marvin Lewis Community Fund logo.
• The logo with anniversary mark has the same color options as the primary logo (p. 15). The mark must appear in Community Fund Orange unless a single color option is chosen.
• The logo with anniversary mark must follow all of the logo usage guidelines on p. 19, and must apply the clear space guidelines on p. 17, adjusted to include the mark.
30
Marvin LewisYouth Football Camp
Marvin LewisGolf Classic
31
Sub-Brand Logos
The sub-brand logos provide consistent visual identity for programs and events offered by the organization, including the Marvin Lewis Youth Football Camp logo, the Marvin Lewis Golf Classic logo, the Football 101 logo, and the Marvin Lewis Scholarship Fund logo.
All sub-brand logos include the arc from the primary logo, displayed in a consistent location that represents dynamic movement.
• The sub-brand logos have the same color options as the primary logo (p. 15). In a full color sub-brand logo, the arc must be Community Fund Orange and the text must be Community Fund Black.
• The sub-brand logos must follow all of the logo usage guidelines on p. 19, and must apply the clear space guidelines on p. 33.
• Sub-brand logos may be displayed together with the primary logo. Correct clear space, color palettes, and logo usage guidelines must be observed for both logos.
32
33
Sub-Brand Logo Clear Space
The clear space for all sub-brand logos, except Football 101, is equal to the vertical height of the v in the word “Marvin,” regardless of the scale of the logo.
For the Football 101 logo, the clear space is equal to the vertical height of the "O" in the football play graphic, regardless of the scale of the logo.
All sub-brand logos must maintain a minimum size of 1.2 inches horizontally.
34
35
Related Logos
Logos for Learning Is Cool and for the Cincinnati Scurry should follow the logo usage guidelines (p. 19), logo color options (p. 15), and the clear space guidelines on pages 36-37.
Related logos may be displayed together with the primary logo. Correct clear space, color palettes, and logo usage guidelines must be observed for both logos.
36
37
Related Logo Clear Space
The clear space for the Cincinnati Scurry logo is the height of the second i in “Cincinnati,” regardless of the scale of the logo.
The clear space for the Learning Is Cool logo is the height of the i in “Community,” regardless of the scale of the logo.
All related logos must maintain a minimum size of 1.2 inches horizontally.
39
Brand Applications
40
Business Card
41
Business Cards
Business Cards for employees of the Marvin Lewis Community Fund are printed at a size of 3.5"x2".
A template for the business card has been provided on the CD that accompanies this manual.
When creating new cards, text should be flush left with 8.75 point leading and placed .2" from the right edge of the logo and .4" from the top edge of the card.
The name on the card should be set in Futura Std Heavy in 8 point type. The remainder of the text on the card should be set in Futura Std Book in 8 point type. The text must appear in Community Fund Black.
42
Letterhead
43
Letterhead
Letterhead for the Marvin Lewis Community Fund is printed on standard 8.5"x11" paper.
A template for the letterhead has been provided on the CD that accompanies this manual.
Body CopyThe area for body copy should be 0.36" from the vertical rule, 1.5" from the top, 0.6" from the right edge, and 0.34" from the horizontal bar containing the address. Copy should never be placed lower than 0.34" above the orange address bar.
Body copy should be typed in 11 point Arial or Helvetica.
44
www.marvinlewis.org
Fold Line
.5"
.5"
.25"
Fold Line
Folded Card (Outside)
Folded Card (Inside)
Panel A (Inside)
Panel A (Outside)
Panel B (Outside)
Panel B (Inside)
45
Folded Card
The 5"x7" folded card may be used for hand written or typed messages.
The message should be written on the inside panel B. Maintain margins of 0.5" from the fold line and the bottom edge, and 0.25" from the left and right edges of the card.
Typed messages should be set in 12 point Arial or Helvetica.
46
Longworth Hall • 700 West Pete Rose Way • Unit 37 • Cincinnati, Ohio 45203 • (513) 381-5437 • www.marvinlewis.org
.25"
.25"
.13"
Note Card (Back)
Note Card (Front)
47
Note Card
The 5"x7" note card may be used for hand written or typed messages.
Maintain margins of 0.25" from the top of the card and .25" from the left and right edges of the card. Maintain a 0.13" margin between content and the orange address bar.
Typed messages should be set in 12 point Arial or Helvetica.
48
#10 Envelope
A7 Envelope
1.9"
2.75"
49
Envelope
#10 EnvelopeA template for the #10 envelope has been provided on the CD that accompanies this manual.
The return address should be placed 2.125" from the top edge of the envelope and 3" from the left edge of the envelope.
The recipient's name and address should be set in 12 point Arial or Helvetica.
5x7 Envelope For Note Card And Folded CardA template for the 5"x7" envelope has been provided on the CD that accompanies this manual. This envelope is used for the folded card (p. 45) and the note card (p. 47).
The return address should be placed 2.75" from the top edge of the envelope and 1.9" from the left edge of the envelope.
The recipient's name and address should be set in 12 point Arial or Helvetica.
50
NamePositionOffice: (000) [email protected] | www.marvinlewis.org
Barbara DundeeExecutive DirectorOffice: (513) [email protected] | www.marvinlewis.org
Email Signature
51
Email Signature
Please use the following format to create your email signature:
NameType is 12 point Arial Bold or Helvetica Bold.
PositionType is 12 point Arial or Helvetica.
PhoneType is 12 point Arial or Helvetica.
Email and WebsiteType is 12 point Arial or Helvetica. A vertical bar, or “pipe,” should be inserted (shift +\) between the email and website, with a space on either side.
LogoThe correct logo for the email signature has been provided on the CD that accompanies this manual.
52
Lower Third
Modified Lower Third
53
Video
Any videos produced should follow the established guidelines for logos, marks, taglines, and slogans.
All text on screen in video products should be consistent with typography in print products, and should use FuturaStd Bold or FuturaStd Medium.
Lower ThirdsLower thirds should have a left-to-right wipe with a feathered edge. The feathered edge goes from 100% to 0% opacity. Text used on the lower third should be set in Futura Std Heavy for names and Futura Std Medium for titles.
The lower third uses a stroke around the logo to provide contrast against a wide variety of images in videos. This is the only time a stroke on the logo is acceptable.
A template for the lower third has been provided on the CD that accompanies this manual.
Modified Lower ThirdsModified Lower Thirds may be used when needed to identify the Marvin Lewis Community Fund video materials such as television PSAs. The modified lower third has been cropped to serve as an identifying mark.
The modified lower third uses a stroke around the logo to provide contrast against a wide variety of images in videos. This is the only time a stroke on the logo is acceptable.
A template for the modified lower third has been provided on the CD that accompanies this manual.
54
Acceptable Photography Examples
55
Photography
Photographs used in materials promoting the Marvin Lewis Community Fund should emphasize children and community. Examples of this would be happy children or volunteers working at community improvement events.
All photos used for print materials should maintain minimum resolution of 300 DPI. All photos that will be viewed on screen should maintain minimum resolution of 72 DPI.
57
Brand Contact
58
