visual identity guidelines...visual identity guidelines updated 4-26-2011. table of contents 1....

VISUAL IDENTITY GUIDELINES Updated 4-26-2011

Table of Contents

1. Introduction

Basic Design Elements2. Logo 2.01 Clear zone 2.02 Logo misuse 3. Colors 3.01 Logo Color Options

4. Font

5. Stationery 5.01 Business cards 5.02 Letterhead 5.03 #10 Envelope 5.04 Notecard 5.05 Mailing labels 5.06 E-mail Signature

6. Hunger Free Logo

7. Sprout Clinic Logo

VISUAL IDENTITY GUIDELINES

© 2011 Hunger Free Colorado

heard and quickly understood. Standards allow for flexibility while providing a powerful visual shorthand. This manual is designed to be used as a tool in all these endeavors. Standards also assist in reflecting an organization’s brand strategy, message and profes-sional image. In the case of Hunger Free Colorado, our key brand traits are innovative, powerful, effective and compassionate. Many of the final approved elements included in both the organizational logo and the sub-brand logos intentionally serve to reflect these qualities through consistent use of colors, font and spacing.

Hunger Free Colorado has begun to establish itself as the only statewide organization dedicated to ending hunger in Colorado by ensuring that all Coloradans have sustainable access to nutritious, affordable food every day where they need it and when they need it. It is important that this guide complement that effort by ensuring that Hunger Free Colorado’s organizational identity and communications is as consistent, clear and strong as the passion behind its mission.

1. INTRODUCTION

In February 2011, Hunger Free Colorado completed a formal branding and identity development process that established a strong and consistent foundation upon which to communicate and reflect Hunger Free Colorado’s mission, passion, purpose and commitment to end hunger in Colorado. This graphic standards manual is designed for the benefit of and use by staff, board members, volunteers and partners for Hunger Free Colorado to ensure brand consistency in all communications efforts moving forward.

Graphic standards create a uniform visual language that minimizes the need for translation, and ensures that Hunger Free Colorado is consistently recognizable in a variety of media and environments. We have established the standards and approved uses for the Hunger Free Colorado logo. Specifications, such as approved colors for the logo, logo sizing and usage by application are addressed in this manual. The manual also includes standards for Hunger Free Colorado ‘sub-brands’, such as the Sprout Clinic and The Hunger Free Hotline.

Strength and consistency in an organization’s look translates into strength and consistency in content ensuring that messages are clearly


Secondary – reverse option

This section contains multiple usage guidelines for the Hunger Free Colorado logo. The logo is the visual dis play of our name and is rendered in a specific typeface that is not to be retypeset or recreated in any way. Our logo is the visual point of entry to our brand. Therefore, its consistent use is paramount to its success. Digital artwork for our logo is available upon approval for its use. 2. LOGO

Primary


This minimum clear space is at least one set of “three peas” height away from the outermost edges of the logo.

= Clear Zone

2.1 CLEAR ZONE

A minimum amount of clear zone should always surround the logo. This design practice ensures sufficient visibility of our logo. In general, providing additional clear space around the logo will make it more distinct on the page. The clear zone is proportional to the size of the circles which make up the “three peas” as displayed below.


The following are examples of incorrect usage of Hunger Free Colorado logo.2.3 LOGO MISUSE

Avoid outlined logo Avoid using logo in non-approved color Avoid backgrounds with no contrast Avoid alterting icon

Avoid scaling pieces of logo Avoid stretching logo Avoid breaking apart the elements of the logo Avoid cropping the logo


3. COLOR

PMS UNCOATED USED ONLY ON UNCOATED PAPER.

PMS COATED

CMYK Process

RGBHEX

The color palette is a key component that creates an impression that is both memorable and instantly recognizable in the minds of our key audiences. Each color has an equivalent PANTONE®*, CMYK and RGB color formula. * PANTONE® is a registered trademark of Pantone, Inc. The colors throughout this document may not match PANTONE. Refer to the

current PANTONE Color Formula Guide for accurate hue and density match.

Primary Secondary

PMS 369C PMS 382CProcess Black

PMS 376U PMS 381UProcess Black

PMS 123C PMS 7418C

PMS 115U PMS 711U

c60 m0 y100 k7 c30 m0 y100 k0Process Black

c0 m15 y100 k0 c0 m85 y55 k10

r88 g166 b2458A618

r190 g214 b0BED600

r30 g30 b301E1E1E

r253 g200 b47FDC82F

r194 g77 b82C24D52

3-Color PMS Preferred

3.01 LOGO COLOR OPTIONS

2-Color PMS 1-Color Grayscale

Reverse - 3-Color Reverse - Black Reverse - Green

1-Color Green

1-Color Black


A variety of logo options are available in multiple color formats for when there are specific printing needs. The “preferred” options should be used whenever possible.


If the Type Family above does not appear in your computer’s font menu, the following font may be used:

Arial Narrow and Times New Roman

Substitute Type Family:

4.0 FONT

AaBbCcDdEaeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZzUnivers 47 Light Condensed

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZzUnivers 57 Condensed

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZzUnivers 57 Condensed Italic

Primary

Univers Condensed

AaBbCcDdEaeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZzUnivers 47 Light Condensed Italic

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZzUnivers 57 Condensed Italic

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZzUnivers 57 Condensed

Secondary Used for body copy when for-mal correspondence is needed.

Garamond

AaBbCcDdEaeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZzGaramondAaBbCcDdEaeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZzGaramond ItalicAaBbCcDdEaeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZzGaramond BoldAaBbCcDdEaeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZzGaramond Bold Italic

The use of our font helps to unify the visual appearance of our brand’s communication materials. The following are approved font families.


5. STATIONARY

2222 South Albion Street, #360 Denver, Colorado 80222720-328-1284 x222 phone

720-328-1286 fax

NAMEtitle

fill Up on infoRMation aBoUt hoW to help at HungerFreeColorado.org

855-855-4626 stateWide, toll-fRee

720-382-2920 denveR MetRo

NEED FOOD ASSISTANCE?

Front

Back

5.01 BUSINESS CARD

The business card is designed with introductory purposes in mind. Information is reduced to the essentials—cardholder’s name, job title and contact information. The cardholder’s name appears in large font to enhance visibility.


2222 South Albion Street, #360, Denver, Colorado 80222 • 720-328-1284 phone • 720-328-1286 fax HungerFreeColorado.org

1.0” 1.0”

Dear Friend,

Acinibh et alit niat. Ut praessit nisl ut ing exer iriusci liquam vel dolum digna con hent nos elisl

iliquamcor sequam endre dolorper il in eum ing et ut niam quisi.Met, corting et, quisl iustrud modolortie

eummolore minim quamet ad magna consequis alisim zzriuscilla alit ullandit vel diam doloreet, quis do

consectem delis deliquis aliscidunt luptat wisissim ese feumsan ut adiamconsed te dolorperat prate dignis-

sectem quamet ullam, con ut vulput ad ex et, quis nonsequisi tat, suscincincil illam, quat

lummolent alis nonsed ea feumsan dignis nibh euguerit incip ea faccummolut dolorpe rcipisl utem veraes-

tinis nullam, quismodo essisi bla commodolore magna feumsan hent augait lut lum elit accum vullaortin

henisl dolenibh ea con hent iriusci eugait iril utem alismodo eraessed modipit wis et,

veliquat aliquisi.

Olorerc ilisi. Em ea con volor si bla feum volenis modoles tissit nonullum veraessed el ulpute molortin

exero conse dunt eugait vel del do commolo boreet prat. Dunt adipsus cipsusto eraestio eu feum zzril ent

wis alit loreet, consequam zzriusci tin vel dolessed doloborpero odolums andrem in venit, sim et non et,

commodo lestion ullut iliquam ipsum iusci essi bla faccumsan venim adiat nulputp atinissenit aut am

vulla con hendit augait accum eum vel dionsectem velis adip elent il iuscipsum vulputat accum el in ut

nim delesequisi tin ercipsum vel ipisl et aci ex et aliquisl irit lummy nim quiscipis nonsequis acin ulputem

zzrilit, vendreet, commod min veliqui

5.02 LETTERHEAD


2222 South Albion Street, #360 Denver, Colorado 80222

HungerFreeColorado.org

5.03 #10 ENVELOPE


Fill up on information about how to help at HungerFreeColorado.org

855-855-4626 statewide, toll-free 720-382-2920 denver metro NEED FOOD ASSISTANCE?

The only statewide organization dedicated to ending hunger in Colorado.



Fill up on information about how to help at HungerFreeColorado.org

855-855-4626 statewide, toll-free 720-382-2920 denver metroNEED FOOD ASSISTANCE?

The only statewide organization dedicated to ending hunger in Colorado.

Notecard back

5.04 A6 ENVELOPE & NOTECARD




4” x 3.5”

5.05 MAIL LABEL


5.06 E-MAIL SIGNATURE

The e-mail signature that appears at the bottom of all electronic correspondence further extends the visual design elements of our brand. The clean and simple presentation of contact information creates an organized appearance and provides visual consistency throughout all internal and external Hunger Free Colorado correspondence.

Font: Arial Bold 8pt

Font: Arial 8pt

FULL NAME Title Goes Here

Hunger Free ColoradoP 000-000-0000 | C 000-000-0000 | F [email protected] I hungerfreecolorado.org

_____________________________________________________________________

We are the only statewide organization dedicated to ending hunger in Colorado.

Left justified

Logo

Double Line Space

Double Line Space

Font: Arial Bold 8pt

The descriptor line should accompany the logo as it states the Hunger Free Colorado purpose and mission.


6. LOGO HUNGER FREE HOTLINE

need food assistance? please call.necesita ayuda con comida? por favor llamenos.

statewide, toll-free

855-855-4626 HungerFreeColorado.org

denver metro

720-382-2920

Somos la única organización en todo el estado que se dedica a terminar el hambre en Colorado. Lo conectaremos con recursos de comida, información y mucho mas.

We are the only statewide organization dedicated to ending hunger in Colorado. We’ll connect you to food resources, information and more.

need food assistance? please call.necesita ayuda con comida? por favor llamenos.

statewide, toll-free

855-855-4626 HungerFreeColorado.org

denver metro

720-382-2920

Somos la única organización en todo el estado que se dedica a terminar el hambre en Colorado. Lo conectaremos con recursos de comida, información y mucho mas.

We are the only statewide organization dedicated to ending hunger in Colorado. We’ll connect you to food resources, information and more.

TOLL-FREE 855-855-4626 DENVER METRO 720-382-2920

The Hunger Free Hotline Logo is always locked up with the Denver Metro and toll-free phone numbers.

The Hunger Free Hotline is a sub-brand of Hunger Free Colorado. It has a distinct visual connection with the Hunger Free Colorado—fonts, colors and style. The same graphic standards can be applied to the identity.


7. LOGO SPROUT CLINICSprout Clinic is a sub-brand of Hunger Free Colorado. It has a distinct visual connection with the Hunger Free Colorado - fonts, colors and style. The same graphic standards can be applied to the identity.

Office: 720.328.1284Fax: 720.328.1286www.hungerfreecolorado.org

visual identity guidelines...visual identity guidelines updated 4-26-2011. table of contents 1....

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