CARE Brand Standards Guide v3

Bravery has a face.Graphic Standards Manual, May 2015

040506 10121416

OverviewOur Voice

LogoColors

TypographyPhotography

Putting it together

The CARE Center Brand Standards | Version 1.0 | May 2015

4 The CARE Center Brand Standards | Version 1.0 | May 2015 5The CARE Center Brand Standards | Version 1.0 | May 2015

Overview

This document serves to outline the ways in which The CARE Center’s brand looks, feels, sounds and works in context.

As an organization, we need to speak in a way that’s audience

and age appropriate. We need to be helpful and knowledgable,

compassionate, kind and inspirational.

We must strive to be relatable to the people we serve and

the audience with which we speak. Avoid technical jargon

whenever possible. Write or speak like you’re talking with

a trusted friend, while not being too informal.

If there are any questions on usage of any of the brand’s

components, please contact our agency, Insight Creative Group

(ICG), for additional direction.

Sharee Farmer

[email protected]

405.728.3062

Our Voice

Inspire courage,bravery, empathy, trust and kindness at all times.


LogoThe primary logo consists of the lion mark with the words to the

right of it. The words are stacked and centered, then aligned to

the vertical middle of the lion mark.

The logo forms the conceptual cornerstone of our new brand.

The lion symbolizes the courage and bravery we all have within

us and serves as a reminder that we have more potential than

we realize.

TaglinesAcronym tagline

Vision tagline

Depending on the context, there are two possible taglines that

are used in conjunction with the logo, the acronym tagline and

the vision tagline.

In instances where the reader is unfamiliar with the CARE

Center, or the piece is intended to educate on the services

provided, use the acronymn tagline.

If the piece is used in the context of the organization’s vision,

use the vision tagline.

Primary Logo


Alternate Versions Incorrect Usage

C h i l d A b u s e R e s p o n s e & E v a l u a t i o n

Don’t recreate, retype or redraw the logo

Don’t use our logo in outline form Don’t add graphics or clip art to our logo

Don’t stretch or alter the logo in any way

Don’t use graphic effects on the logo

(such as drop shadow, bevel, etc)

Don’t change the colors of the logo

Don’t place our logo on backgrounds

with high contrast elements

Don’t place the logo on a background

that limits legibility

Don’t place our logo on faces


Spacing ColorsThe colors used in our brand are warm, bright and vibrant.

We can supplement the color in our

brand with some of the following

secondary colors.

White

CMYK: 0, 0, 0, 0

RGB: 255, 255, 255

Hex: #ffffff

Black

CMYK: 0, 0, 0, 100

RGB: 0, 0, 0

Hex: #000000

Dark Orange

CMYK: 18, 91, 100, 8

RGB: 255, 255, 255

Hex: #bd3926

Light Orange

CMYK: 0, 80, 98, 0

RGB: 255, 255, 255

Hex: #f05924

Blue

CMYK: 69, 28, 0, 0

RGB: 68, 152, 211

Hex: #3d99de

Yellow

CMYK: 3, 7, 93, 0

RGB: 250, 222, 40

Hex: #fbdf2b

We need to let our lion have plenty of room to breathe.

Allowing plenty of space around the logo prevents layouts from

getting too cluttered.

The space surrounding the logo on all sides should be greater

than or equal to the height of the “c” in the word “care.”


TypographyIt’s important to keep things consistent, particularly with your use of typography within the brand.

Be sure to use only the following typefaces and you should be just fine.

AaABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

(.,;”’?!$@#) 0123456890



(.,;”’?!$@#) 0123456890

Mrs. Eaves Roman

The large typeface used in our logo. Used as the largest

headlines, cover text on brochures and pull-quotes.

When to use: largest headlines and pullquotes in brochures.

Century Schoolbook

Used in place of Mrs. Eaves on the web.

When to use: This typeface is used for the large h1 headlines

on the website and for the text in video overlays.



(.,;”’?!$@#) 0123456890



(.,;”’?!$@#) 0123456890

Trade Gothic Bold Condensed No. 20

It’s got a heavier weight but its condensed qualities allow more

text in a smaller amount of space.

When to use: smaller headlines in brochures

Trade Gothic Medium

A good workhorse typeface that’s nice and neutral

and readable.

When to use: general purpose use in print and web


PhotographyThe way we use photography in our brand is important.

Generally, we focus on lifestyle photography of happy kids doing

kid activities. Photos often have a slightly grainy texture applied.

Photography keywords:

Happy

Optimistic

Hopeful

Activity

Friendship

Strong

Rich color

Relatable

Natural, not too posed

Cut-out image on a colored, textured background with large text.

Opposite page, clockwise from top left:

Single kid in a strong pose

Group of kids in an outdoor environment, vintage colors

Single kid in hopeful, playing pose with with sky and vintage color

Group of kids in an outdoor environment, vibrant color


Website

carecenter-okc.org

Various Collateral

(Clockwise)

Letterhead

tablet wallpaper

phone wallpaper

eraser

business card

envelope

Documents

CARE Brand Standards Guide v3