STYLE GUIDE 2012together we can find a way home

R I VE R H OU S E

01 OUR IDENTITY

how we describe our brand

River House is

approachablesupportivesecuritycommunityassistancea helping handcommittedoptimistichelpfulpassionatemotivateddeterminedcapableaccommodatinghopefulpractical

caringaccessiblefriendlypersonalwarmpersonablefunctionalpracticalinvolvedunderstandingactiveconnectedstrongcompassionateeagerproactive

River House was founded in 2004 to provide housing and sup-portive services to men facing homelessness. Accommodating up to thirty-four guests a night with a safe place to sleep and fortify-ing meals, River House satisfies basic human necessities to help men regain self-sufficiency.

est 2004

225In 2009, River House served more than 225 guests.

our slogan

“together we can find a way home”

our faces

02THE TYPOGRAPHY & PALETTE

our Typography

AaBbCc0123

Clarendon Light-abcdefghijklmnop qrstuvwxyzABCDEFGHIJKLM NOPQRSTUVWXYZ1234567890 !@#$%&

AaBbCc0123

Din Medium-abcdefghijklmnop qrstuvwxyzABCDEFGHIJKLM NOPQRSTUVWXYZ1234567890 !@#$%&

Aa

Aa

Primary Typeface

Secondary Typeface

This typeface is used as headers and for the logo

THIS TYPEFACE IS USED FOR BODY COPY. WHICH LOOKS SOMETHING LIKE THIS:

River House was founded in 2004 to provide housing and supportive services to men facing homelessness. Accommodating up to thirty-four guests a night with a safe place to sleep and fortifying meals, River House sat-

Point Size/Leading12/14

**we chose approachable typefaces, that are easy to read to cater to any audience and maintain absolute brand clarity.

Clarendon Light Italics may also be used when emphasizing a word or phrase i.e. campaign statement “together we can find a way home”

our color palette

WHY YELLOW?

Yellow represents the shelter’s identity partially because the building itself is yel-low.

Yellow also highlights our brand attributes: positive, optimistic, warm, approachable, etc.

Secondary ColorsPrimary Color**

Because our brand identity projects happiness,the connotation of yellow representing happi-ness confirms this component of the identity.

Yellow also indicates intelligence, a characteris-tic of the capable River House guests.

C: 11 M:9 Y:98 K:0C: 0 M:0 Y:0 K:100R:233 G:214 B:31R:0 G:0 B:0

http://www.sensationalcolor.com/color-messages-meanings/color-meaning-symbolism-psychology/all-about-the-color-yellow.html

C:4 M:2 Y:32 K:57 40% Black

C:0 M:0 Y:0 K:0C:13 M:12 Y:25 K:7

C:6 M:3 Y:53 K:29

R:129 G:128 B:101

R:225 G:225 B:225R:206 G:199 B:179

R:181 G:176 B:111 03**Different shades of the yellow will only be used in infographics

03THE LOGO

this is our logo

the logo deconstructed

01 The Typography

A serif typeface was chosen to represent the stability of the house. The feet of the serif letters represent how the shelter helps the men get back on their “feet”.

02 The Hands

The hands represent the community that has the potential to support the River House, by providing funding, volunteering, and providing employment

02 The House

The house represents the physical River House. The house is also symbolic of safety,shelter, support, stability, and protection. The house is yellow in the logo, maintaining the shelter’s current identity.

R I VE R H OU S E

this is how to use our logo

these are misuses of our logo

when on yellow, logo is in white logo can be placed on photography as long as it is readable.

when on white, logo always is all black with yellow house

logo should always have the house in the hands

logo should never have a drop shadow effect applied

logo should never be tilted

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R I VE R H OU S ER I VE R H OU S E

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R I VE R H OU S E

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RIV

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04THE APPLICATION

our social media icons look like this

twittertwitter.com/theriverhouse_

facebookfacebook.com/riverhouseshelter

tumblrriverhousemen.tumblr.comriverhouseblog.tumblr.com

our identity on the “Everyone Has A Story” Blog riverhousemen.tumblr.com

our identity on the Blogwith video

riverhouseblog.tumblr.com

our identity on Facebook

our identity on our Twitter

We are the guarding walls and supportive floorboards that help men in need regain self-sufficiency. We are River House.

our posters

WE ARE FATHERS, BROTHERS, SONSR I VE R H OU S E

Irvin, River House Member. Skills : Automotive technician. read his story at riverhousemen.tumblr.com

a year and a half.“I am now going to the Navy to finishmy flight hours to become .” a year and a half.

WE ARE FATHERS, BROTHERS, SONSR I VE R H OU S E

“4 deaths, marital abandonment, and unemployment–all within ”

Jay, River House Member. Skills : Architect. read his story at riverhousemen.tumblr.comTony, River House Member. Skill : Mason : read his story at riverhousemen.tumblr.com

WE ARE FATHERS, BROTHERS, SONS R I VE R H OU S E

“I had to give up my apartment sothat I could pay .”

our brochure

who we areFounded in 2004, River House provides a safe place to sleep, �lling meals, and guidance and support for up to 34 individuals each day.

safe haven single room occupancy apartmentProvides 5 rental rooms for men & womenwho have been chronically homeless and also struggle with mental illness. Tenantsshare 2 bathrooms, a kitchen and commonarea, laundry facilities and household choreresponsibilities. Tenants receive case mana-gement services to assist with goal planning and life management skills.

what we doGuests �nd more than shelter at River House. A caring and committed staff works to help them �nd jobs, per-manent housing, and medical care. The staff also helps guests access bene�ts, such as those for veterans, senior citizens, and the disabled.

services we provideHealth insurance applications

Housing applications & referrals

In-house mental health and relapse prevention treatment

Employment counseling and referrals

Referrals for legal assistance

Inde�nite follow-up services and advocacy after guests move out of the shelter and into permanent housing

what we needPantry items (coffee, milk, cereal, sugar...)

Men’s underwear & socks

Toiletries (deoderant, razors, chapstick...)

Sunblock

Commuter rail passes

Towels & �ip�ops (for the shower)

First-Aid supplies & hand sanitizer

Duf�e bags & backpacks

Cough drops, OTCs (e.g. Ibuprofen)

USB �ash drives

how you can help

01 PROVIDE JOBSWe have guests that are carpenters, masons, veterans, etc. and could be a potential employee of yours.

02 DONATE Help us keep the lights on, plates full and doors open to the fathers, brothers, andsons of our community.

03 PARTICIPATE IN OUR EVENTSVisit our Twitter for calendar updates.

04 VOLUNTEER YOUR TIME

To contact the River House regarding donations, employment, or voluntary service: phone: 978.921.1304email: kbenashski@nscap.og address: 56 River Street, Beverly, MA 01915

of the guests moved outof the shelter (in 2009)20%

225

Irvin’s story“I am the second youngest man staying at the River House. Growing up, I never thought it would be me. Then, in January 2011 my mom kicked me out. I jumped around from place to place and house to house trying to find somewhere I could stay. My ego was com-pletely shattered... Being a part of River House has humbled me tremendously, changed my life, and introduced me to some pretty honorable men...”

John’s story"The River House has taught me that when you don’t know what is behind a wall, you have no idea until you go around that wall. The best way to understand those who stay at the shelter is to imagine that at any given moment you can’t go home and you have to think of another way to get around that wall. I had to do that. It makes you stop and think. I’m very grateful for all that the River House has been able to offer me...”

In 2009, River House served more than 225 guests.

For more stories visit riverhouseblog.tumblr.com

“together we can find a way home”

we are

fathersbrotherssonsfriends

board of directorsLinda Anderson-Mercier

John Archer Jay Berner

Sally Calhoun | Elizabeth Hogan

Reverend Beth Loughhead

Donald MacQuarrie | Chris Sadkowski

Toby Seamans | Bliss Wallace | Jim Winter

partnershipsNASCAP • The City of Beverly

The Beverly Chamber of Commerce

Endicott College • Sodexo Food Service

Partners Home Care • YMCA of the

North Shore • Local Corporations and

Businesses • Private Foundations and

Grant Funders • Individual Donors

Local Churches & Religious Organizations

Northeast Health Care • Local Public &

Private Schools • Local Service Clubs

benashski@nscap.og | 978.921.130456 River Street, Beverly, MA 01915

“together we can find a way home”

FIND US AT

R I VE R H OU S E

Tony, River House Member. Skill : Mason: read more at riverhousemen.tumblr.com

R I VE R H OU S E

“I had to give up my apartment sothat I could pay ”

Brochure closedfront view

Panel 1 openInside view. Both panels open.

we are

fathersbrotherssonsfriends

board of directorsLinda Anderson-Mercier

John Archer Jay Berner

Sally Calhoun | Elizabeth Hogan

Reverend Beth Loughhead

Donald MacQuarrie | Chris Sadkowski

Toby Seamans | Bliss Wallace | Jim Winter

partnershipsNASCAP • The City of Beverly

The Beverly Chamber of Commerce

Endicott College • Sodexo Food Service

Partners Home Care • YMCA of the

North Shore • Local Corporations and

Businesses • Private Foundations and

Grant Funders • Individual Donors

Local Churches & Religious Organizations

Northeast Health Care • Local Public &

Private Schools • Local Service Clubs

benashski@nscap.og | 978.921.130456 River Street, Beverly, MA 01915

“together we can find a way home”

FIND US AT

R I VE R H OU S E

Tony, River House Member. Skill : Mason: read more at riverhousemen.tumblr.com

R I VE R H OU S E

“I had to give up my apartment sothat I could pay ”

who we areFounded in 2004, River House provides a safe place to sleep, �lling meals, and guidance and support for up to 34 individuals each day.

safe haven single room occupancy apartmentProvides 5 rental rooms for men & womenwho have been chronically homeless and also struggle with mental illness. Tenantsshare 2 bathrooms, a kitchen and commonarea, laundry facilities and household choreresponsibilities. Tenants receive case mana-gement services to assist with goal planning and life management skills.

what we doGuests �nd more than shelter at River House. A caring and committed staff works to help them �nd jobs, per-manent housing, and medical care. The staff also helps guests access bene�ts, such as those for veterans, senior citizens, and the disabled.

services we provideHealth insurance applications

Housing applications & referrals

In-house mental health and relapse prevention treatment

Employment counseling and referrals

Referrals for legal assistance

Inde�nite follow-up services and advocacy after guests move out of the shelter and into permanent housing

what we needPantry items (coffee, milk, cereal, sugar...)

Men’s underwear & socks

Toiletries (deoderant, razors, chapstick...)

Sunblock

Commuter rail passes

Towels & �ip�ops (for the shower)

First-Aid supplies & hand sanitizer

Duf�e bags & backpacks

Cough drops, OTCs (e.g. Ibuprofen)

USB �ash drives

how you can help

01 PROVIDE JOBSWe have guests that are carpenters, masons, veterans, etc. and could be a potential employee of yours.

02 DONATE Help us keep the lights on, plates full and doors open to the fathers, brothers, andsons of our community.

03 PARTICIPATE IN OUR EVENTSVisit our Twitter for calendar updates.

04 VOLUNTEER YOUR TIME

To contact the River House regarding donations, employment, or voluntary service: phone: 978.921.1304email: kbenashski@nscap.og address: 56 River Street, Beverly, MA 01915

of the guests moved outof the shelter (in 2009)20%

225

Irvin’s story“I am the second youngest man staying at the River House. Growing up, I never thought it would be me. Then, in January 2011 my mom kicked me out. I jumped around from place to place and house to house trying to find somewhere I could stay. My ego was com-pletely shattered... Being a part of River House has humbled me tremendously, changed my life, and introduced me to some pretty honorable men...”

John’s story"The River House has taught me that when you don’t know what is behind a wall, you have no idea until you go around that wall. The best way to understand those who stay at the shelter is to imagine that at any given moment you can’t go home and you have to think of another way to get around that wall. I had to do that. It makes you stop and think. I’m very grateful for all that the River House has been able to offer me...”

In 2009, River House served more than 225 guests.

For more stories visit riverhouseblog.tumblr.com

“together we can find a way home”

56 River StreetBeverly, MA 01915

YOU CAN’T GO HOME

I M A G I N E• • •

“together we can find a way home”

because...

you don’t make enough to pay your child support.

you were laid off.

you were injured on the job.

you were evicted.

you went through a difficult divorce.

They are FATHERS, BROTHERS, SONS with their own stories to tell and professional skills to offer.

Read their stories to get a better understanding of who they are before you judge them.

RIVERHOUSEMEN.TUMBLR.COM

call: 978-921-1304 email: benashski@nscap.org

And help these men overcome their situations

Every day, the men of the River House are being faced with homelessness. And every day, they try to find the jobs and support to get themselves back on their feet.

– Former Guest, Current Employee of River House

“Homelessness is something that you don’t expect to happen, but it does.” 01 DONATE 02 VOLUNTEER 03 EMPLOY

• • •

our mailer

Brochure closedfront view

Brochure closed Back view

FRONT VIEW

BACK VIEW

If you have questions regarding our visual identity system, please email benashski@nscap.org.com.