brand builder’s · pdf filepurpose, their arms lifted to act on the world’s need...

Brand Builder’s HandbookA resource to unite the Habitat for Humanity family and strengthen the mission through a consistent visual identity.

V1.0

PrefaceHabitat for Humanity uplifts people by building decent, affordable housing in partnership with them. It fosters unity by connecting them through a shared concern: that far too many people endure sleepless nights in deplorable conditions. Following the teachings of Jesus, Habitat aligns itself with equality and compassion, with service, tolerance and love.

Habitat for Humanity’s logo incorporates these ideals and reflects the principles that shape the Habitat movement. In it, human forms stand united in common purpose, their arms lifted to act on the world’s need for decent housing, not hanging idle as if the work were complete. The logo’s rounded edges suggest a search for harmony, the universality of family, and the gentleness of spirit that springs from the heart of Habitat partners. The roofline represents shelter, to be sure, but also symbolizes the Habitat mission under which people of all races, ages, and religious beliefs come together for the common good.

The organization’s name itself is prominently featured in the logo, signifying the two components that fuel Habitat’s mission. By creating decent habitat, we strengthen humanity, assembling the framework that translates into new lives and new hope, not only for those who will make a home there, but also for those whose labor and love embody the very best in people.

Purpose

This standards guide has been created to help protect and nurture the Habitat for Humanity logo and brand application. It is a structural set of guidelines intended for anyone who is helping to express the Habitat for Humanity global brand. Without your help, Habitat for Humanity cannot present itself and its efforts in a clear and consistent manner. We look forward to working with you to help to present a cohesive voice for Habitat for Humanity.

If you have questions or comments about this standards guide, e-mail [email protected] or visit the BuildBrand Resource Center on PartnerNet.

The goal in creating a brand identity is not

just surface consistency, but inner coherence.

— Aubrey Balkind

Contents

Logo and Usage . . . . . . . . . . . . . . 1

Design Architecture . . . . . . . . . . . 11

Typographic Design Guidelines . . . . . . 14

Color . . . . . . . . . . . . . . . . . 21

Presentations for Microsoft® PowerPoint® . . 27

Templates for Microsoft® Word® . . . . . . 30

1

Brand Builder’s Handbook May 2005 V1.0

For support e-mail [email protected]

The following section outlines the framework and proper usage of the Habitat for Humanity logo for all entities within the organization. The consistent use of the elements of communications, including our logo and all trademarks, helps ensure the strength, stability and recognizability of the Habitat for Humanity brand worldwide.

The HFH logo with its colors, stylized figures embracing and helping one another, embraces the spirit of Habitat for Humanity—striving to provide simple, decent, affordable houses in partnership with those who lack adequate shelter.

Together the elements of the brand convey a sense of the organization’s quality and increase public awareness of its mission and achievements.

Logo and Usage

The body is a unit, though it is made up of many parts; and

though all its parts are many, they form one body.

—1 Corinthians 12:12

As an organization, Habitat for Humanity has

been blessed with a clear mission, dedicated

partners and a well-established name. A

consistent, common logo enhances our brand,

which already helps “pave the way” as we

communicate who we are and what we do.

— Chris Clarke, senior vice president, Communications Habitat for Humanity International



The global logo is the mark used to represent Habitat for Humanity worldwide. It is only to be used by Habitat’s headquarters and worldwide field offices.

This format of the logo is the primary organizational identity element. It includes logotype, symbol and legal mark, in definite order and definite proportions. The symbol is aligned to the baseline of the words “for Humanity.”

The arrangement order of the logo elements, as well as proportions, may never be altered.

Global Logo

Logotype

SymbolLegal mark

2



Global Logo FormatsPreferred

The horizontal format is the preferred presentation of the Habitat for Humanity global logo.

Alternate

At left are two Habitat for Humanity global logo formats intended for use when the preferred logo format will not work. These are acceptable alternatives only on an “as needed” basis.

3

Preferred

Single-line format

Alternate Vertical format

Horizontal format



Customized Name

Customized Name

Adapted Logos

The affiliate, campus chapter and national logos are authorized adaptations of the global logo and can be used by the Habitat organization for whom it is most appropriate. These adaptations include possible upper and lower signature lines for customized identification.

The arrangement order of the logo elements, as well as proportions, may never be altered.

Together, the global logo and its adaptations in the horizontal format provide a consistent presentation of the logo across the organization and to its audiences.

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Lower signature

Upper signature

School Name Here

Campus Chapter

Country Name Here

Affiliate logo

Campus Chapter logo

National logo



Adapted LogoFormatsPreferred

The horizontal format is the preferred presentation of the Habitat for Humanity adapted logos.

Alternate

At left are two Habitat for Humanity adapted logo formats intended for use only when the preferred logo format will not work. These are acceptable alternatives on an “as needed” basis only.

5

Align name flush left with Habitat.

Name should not intrude into area below symbol.

Customized Name

Customized Name

Align name flush left with Habitat.

Name should not intrude into area below symbol.Customized Name

Customized Name

Customized Name

Customized Name

Customized Name

Customized Name

Center the name. Center the name.

Preferred

Alternate

Customized Name

Customized Name



Clear SpaceRequirementsTo maintain the logo’s visual integrity, the area around the entire logo should be clear of elements such as type, photographs and other symbols.

When affiliate, campus chapter, national and field office logo signatures are included, the clear space surrounds these elements as well.

Ideal Clear Space Requirements

The ideal situation for the area surrounding the logo is equal to 2H.

Minimum Clear Space Requirements

The minimum clear space required is equal to H (the height of “H” in “Habitat”). The entire logo should be surrounded by clear space as indicated in the diagrams at left.

See the Design Architecture section beginning on page 11 for logo application examples.

6

2H 2H

2H 2H

2H

2H

2H

2H

H

H H

H H

H

H

H

H

H

Idealclear space

Minimumclear space

2H 2H

2H 2H

2H

2H

2H

2H

H

H H

H H

H

H

H

H

H

Idealclear space

Minimumclear space

Customized Name

Customized Name

Customized Name

Customized Name



Clear SpaceRequirementsThe same clear space requirements apply to the alternate logo formats.

7

H H

H H

H

H

H

H

2H 2H

2H 2H

2H

2H

2H

2H

H

H

2H

2H 2H

2H

2H

2H2H

2H

H

H H

HH

H

H

H

H

H

Idealclear space

Minimumclear space

Idealclear space

Minimumclear space



Minimum SizeRequirementsThe “H” must measure a minimum of 0.125” (1/8”) or 0.3175 cm in print applications. The minimum size of the logo for online usage is 1” or 2.5 cm wide (72 pixels).

Minimum Size Clear Space Requirements

When using the signature at minimum size, a minimum of 2H area around the signature must be observed.

These size requirements should be followed when printing one color, spot color and CMYK process color applications.

8

0.125" or 0.3175 cm H

H

2H

2H 2H

2H

Print applications

Web or screen applications

1" or 2.5 cm (72 pixels)



Acceptable Spot Color Logo UsageTwo Spot Colors

When using the Habitat for Humanity logo in two spot colors, Habitat Blue and Habitat Green must be used (see Color Palette section on page 22). No other two-color configuration is acceptable.

One Spot Color

When using the Habitat for Humanity logo in one color, such as a spot-color or reverse application, it may only be used in one of the three MASTER colors and configurations shown at left.

Habitat Green is also an acceptable one-color treatment but it is not preferred.

9Box is not part of the logo

Box is not part of the logo

Box is not part of the logo



UnacceptableLogo UsageThe Habitat for Humanity logo may not be modified, altered or corrupted in any manner. Examples of incorrect usage of the logo are shown at left.

Additional examples of incorrect usage of the logo include:

• Adding or removing elements• Breaking it apart or using elements separately• Screening or tinting it• Outlining it• Repeating it• Using it as a background pattern• Adding a texture• Using the symbol or logotype alone

If you need a Habitat for Humanity logo, please e-mail [email protected]

17 10

Elements have been added.

The logo has been re-drawn.

A drop shadow or filter effect has been added.

A color not defined by this standards manual has been applied.

The logo has been stretched (holding the shift key down while resizing the logo will maintain its proper proportions).

MASTER colors have been flipped.

Design Architecture



Build Hope in Your Community

Customized Name

Customized Name

11”

11”

8.5”

8.5”11

Preferred Logo Placement

Correct use of the Habitat logo within collateral materials is essential for strong brand identity.The examples on the left show the preferred logo placement for fact sheets, brochures and covers.

The preferred placement is the upper left corner. The dotted lines refer to the ideal clear space.

Letter-fold brochure

8.5”

3.65”

Design Architecture



Appropriate Background for Logo

The Habitat for Humanity logo should be placed on a white field whenever possible.

Folder design

[area for foldercustomization]

12

Design Architecture



Design ArchitectureAffiliate name here

Affiliate name here

This simple, decent housebuilt in partnership with

and

Family NameHere

Sponsor/PartnerName Here

Affiliate Phone Number HereAffiliate Address here

Affiliate name here

Affiliate name here

Another simple, decentHabitat house built by:

Affiliate name here

Affiliate name here

Affiliate name here

Affiliate name here

Affiliate name here

Affiliate name here

Building houses, building hope1234 Main St.Mon.–Fri. 9–5(555) 555-1212

Buildinghouses,buildinghope

House partnership sign

Affiliate office sign

Affiliate office sign

Affiliate hours door sign

Yard sign

The examples on the left show the preferred logo placement for house signage and physical space signage. Remember to allow for appropriate clear space around the logo.

13

TypographicDesignGuidelines



Typography is an integral part of our visual identity. Type standards have been developed to ensure visual consistency and proper brand standards. To ensure that the brand grows and reaches its full potential, it is essential that all communications have a consistent look and appearance.

The fonts were chosen to complement the logo and communicate attributes of Habitat for Humanity. The serif font, in its grace and warmth, communicates the human side of Habitat, the sans serif font the practical side of our work.

Other considerations were universal availability and compatibility with both Macintosh and Windows operating systems.

H 14




Preferred

Minion was chosen for use as the dominant font in Habitat for Humanity communications. It effectively communicates the compelling qualities of Habitat for Humanity: concern, warmth, harmony, gentleness of spirit and compassion. Its powerful presence is based on graceful forms and well-balanced proportions.

Headlines are set in oversized Minion Regular with tight letter spacing, creating visual tension to suggest the energy in Habitat’s work.

Minion Regular is the preferred body copy font for printed pieces. Additionally, it may be used for quotations. Letter spacing is normal for all text other than headlines.

Minion Bold is used in place of underlining for emphasis within text and as an in-line subhead.

15

Minion Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890.,:;?!

Minion Italic


Minion Bold


Minion Bold Italic





Alternate

Only if Minion is not readily available, can a substitute be used. The Palatino font family is the substitute for Minion.

Only if Palatino is not available, can Times Roman be the substitute.

16

Palatino





Preferred

Univers Bold can be used for subheads, items of subordinate emphasis or pull quotes. Univers Roman can be used for sidebar copy, alternate body copy, photo captions, photo credits or footnotes.

Non-condensed versions of this font are preferred. Use the condensed versions only when the normal is not suited to the requirements of the application.

17

Univers Roman


Univers Bold


Univers Oblique


Univers Condensed


Univers Condensed Oblique


Univers Bold Condensed Oblique





Alternate

Only if Univers is not readily available, can a substitute be used. The Helvetica font family is the substitute for Univers.

Only if Helvetica is not available, can Arial be the substitute.

18

Helvetica





Accent Font

Legault Standard may be used for quotations and sign-offs.

Legault should be used in minimal instances. It should never be used for body copy.

19

Legault Standard





On the left is an example of print material following the typographic guidelines.

20

Minion Regular body copy

Univers Bold subheads

Minion Regular headline

Legault Standard quotation

Inside of broadsheet brochure

Outside of broadsheet brochure

Color



Color is a powerful way to communicate a message and serves as an integral part of our visual identity. The colors on the following pages have been selected because they represent the energy and excitement of Habitat for Humanity’s ministry.

The palette includes bright, pleasing and subdued colors for a variety of communication needs. It also provides for cultural differences that are inherent in our global work. Use of the palette will create the proper mood and a consistent tone across our publications.

21



Color Palette

The Habitat for Humanity palette is composed of different levels of color. The MASTER color palette is used for our logo and is the central expression of the HFHI brand.

The PRIMARY color palette supports our MASTER color palette while expanding the look of our brand and adding the possibilities for more diverse and dynamic communication.

22Habitat Green(or PANTONE® 361)C-69 M-0 Y-100 K-0R-109 G-179 B-64

Hex#12AD2b

Habitat Blue(or PANTONE® 294)C-100 M-58 Y-0 K-21

R-49 G-77 B-137Hex#003580

BlackC-0 M-0 Y-0 K-100

R-0 G-0 B-0Hex#000000

Habitat for Humanity MASTER Colors

PANTONE® 268C-82 M-100 Y-0 K-12

R-70 G-18 B-109Hex#4A207E

PANTONE® 174C-0 M-70 Y-100 K-36

R-145 G-79 B-27Hex#9A3416

PANTONE® 130C-0 M-30 Y-100 K-0R-230 G-192 B-31

Hex#F1AB00

PANTONE® 485C-0 M-95 Y-100 K-0R-192 G-36 B-39

Hex#DC241F

Habitat for Humanity PRIMARY Colors

The colors shown here and throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE Color Publications for accurate color. PANTONE® is the property of Pantone, Inc.



Color Palette

The SECONDARY color palette supports the PRIMARY color palette. It extends the overall field and provides opportunity for accent and variety.

The TERTIARY color palette should only be used for background treatments behind text or graphics and should only be attempted in a CMYK process application.

The colors from the PRIMARY, SECONDARY and TERTIARY color palettes should never be used when reproducing the logo.

23PANTONE® 335

C-100 M-26 Y-71 K-12R-0 G-123 B-99

Hex#007B63

PANTONE® 1245C-23 M-42 Y-100 K-3

R-198 G-146 B-0Hex#C69200

PANTONE® 1595C-10 M-77 Y-100 K-2

R-218 G-92 B-5Hex#DA5C05

PANTONE® 7468C-97 M-44 Y-23 K-2

R-0 G-117 B-159Hex#00759F

Habitat for Humanity SECONDARY colors

PANTONE® 404C-51 M-47 Y-55 K-15R-124 G-115 B-105

Hex#7C7369

PANTONE® 7502C-18 M-22 Y-44 K-0R-211 G-190 B-150

Hex#D3BE96

PANTONE® 543C-41 M-17 Y-3 K-0

R-147 G-185 B-220Hex#93B9DC

Habitat for Humanity TERTIARY colors



Two-color combinations are based on one MASTER color and one other color in the Habitat for Humanity palette. Suggested combinations are shown at left.

Two-color Combinations

24

Primary Two-color Combinations

Secondary Two-color Combinations

Tertiary Two-color Combinations



Three-color combinations are based on one MASTER color and any two other colors in the Habitat for Humanity palette. Suggested combinations are shown at left.

Three-color Combinations

25



At left are possible color combinations for various collateral pieces and media. They are arranged in categories according to the mood they convey.

These are only the suggested color combinations. Have fun making your own color combinations using the supplied color palette.

Sample Color Combinations

26

fresh vibrant dynamic magnetic powerful

lively healthy playful active compelling

serene tranquil peaceful calm sophisticated

composed spiritual clean cultivated harmonious

Presentations for Microsoft® PowerPoint®



The following section outlines proper use of a template system designed for PowerPoint® presentation software. It is geared toward developing and delivering presentations with a consistent brand image. This template allows flexibility in customizing presentations for Habitat for Humanity audiences.

This template is designed to be versatile, and can be used across multiple platforms like print, screen and projection.

Option 1

The option at left allows for efficient printing of your presentation.

Please secure permission from the author or publisher and properly credit all copyrighted photos, text and graphics used in Habitat for Humanity print and online materials.

27




Option 2

The option at left is also suitable for printed presentations, but will require more toner than Option 1.

28




Option 3

The option at left can be used when printing of the presentation is not a requirement.

These presentation templates are available on the BuildBrand Resource Center through Habitat for Humanity’s PartnerNet.

29

Templates for Microsoft® Word®



January 1, 2005

A Place for the AddressA Place for the AddressA Place for the Address

Dear Michael,

There will be copy here that relates to appropriate subject matter. It will reflect current brand standards and speak with an approachable voice. There will be copy here that relates to appropriate subject matter. It will reflect current brand standards and speak with an approachable voice. There will be copy here that relates to appropriate subject matter. It will reflect current brand standards and speak with an approachable voice. There will be copy here that relates to appropriate subject matter. It will reflect current brand standards and speak with an approachable voice.




Sincerely,

John Doe

Building houses,

buildinghope

The following section outlines the framework for a tempate system designed for Microsoft® Word® and used to build letters, media alerts and fax cover sheets.

The guidelines demonstrate placement for logo, tagline and return address, and also establish margins and body copy typography.

At left is a sample letterhead.

A Microsoft® Word® template formatted for this letterhead is available on the BuildBrand Resource Center through Habitat for Humanity’s PartnerNet.

Habitat for Humanity letter template (8.5”x11”)

Body copy: Minion Regular or Palatino, 11 pt. on 14 pt. leading

1.7”1.375”

0.75”

2”

.375”

Street Address HereStreet Address HereCity, State, ZIP Here Phone number here

Fax number here Web site here

Signature can go here


1” .5”

30




31

At left is a sample second sheet.







Sincerely,

John Doe

Habitat for Humanity second sheet letter template (8.5”x11”)

Body copy: Minion Regular or Palatino, 11 pt. on 14 pt. leading

1.7”

2”

.375”

.5”




At left is a sample media alert.

32

Building houses,

buildinghope

Habitat for Humanity press release template (8.5”x11”)

Body copy: Minion Regular or Palatino, 11 pt. on 14 pt. leadingMedia Alert: Univers LT Std Roman or Helvetica, 28 pt.

1.7”1.375”

0.75”

2”

.375”





1” .5”

MEDIA ALERTByline: Kathryn ReidRelease Date: January 29, 2005Time: 12:00 noon

Here is a place for a headline to go





Boilerplate goes here




At left is a sample fax cover sheet.

33

Habitat for Humanity Press Release Template (8.5”x11”)

Body copy: Minion Regular or Palatino, 11 pt. on 14 pt. leadingFax Cover Sheet: Univers LT Std Roman or Helvetica, 28 pt.

1.7”1.375”

0.75”

2”

.375”





1” .5”

FAX COVER SHEETToday’s Date:

Pages (including cover):

Fax Number Called:

To:

From:

Message

Building houses,

buildinghope




At left is a sample A4 letterhead.

34

Habitat for Humanity A4 letterhead

Body copy: MinionPro Regular, 11 pt. on 14 pt. leading

11.69”

8.27”

4.3 cm

5.5 cm

A Place for the AddressA Place for the AddressA Place for the Address

January 1, 2005

Dear Michael,




There will be copy here that relates to appropriate subject matter. It will reflect current brand standards and speak with an approachable voice. There will be copy here that relates to appropriate subject matter. It will reflect current brand standards and speak with an approachable voice. There will be copy here that relates to appropriate subject matter. It will reflect current brand standards and speak with an approachable voice.

Sincerely,

John Doe

Street Address HereStreet Address Here City, State, ZIP USAPhone number here

fax number here Web site here

Buildinghouses,

buildinghope


Signature can go here3.5 cm

1.5 cm

3 cm

1.5 cm4.5 cm

2 cm

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