Table of Contents. Color Palette...9. Overview Typography Story of the Logo...4. About the Bush Foundation... 5

Transcription

1 Brand Guidelines

2 Table of Contents Overview Story of the Logo About the Bush Foundation Logo Guidelines Color Palette Typography Other Visual Elements Shading Guidelines Correspondence Guidelines

3 Overview A brand is a promise to audiences that represents the personality of an organization. Our brand elicits the emotional connection we want audiences to have with the Bush Foundation. It signifies who we are, what we stand for and the contributions we make in Minnesota, North Dakota, South Dakota and the 23 Native nations that share the same geography. It represents our investment in great ideas and the people who power them. With a unified identity, our target audiences know what to expect from the Bush Foundation. That expectation builds trust and enables us to be an organization with which people enjoy interacting, allowing us to further our mission and reach more people. It is important for us to build a Bush Foundation brand that is consistent and memorable. To achieve this objective, we must embody the principles of the Bush Foundation brand in our communications and the look of the brand in our materials. These identity guidelines help us present the Bush Foundation s brand in a consistent way. 3

4 Story of the Logo The Bush Foundation invests in great ideas and the people who power them. Our logo comes from a world where people think bigger and think differently about what is possible in their communities. This brand identity is meant to convey the warmth and vitality of this kind of positive human interaction. The colors, too, are a part of the natural world, reminiscent of our region. Three shapes come together to form something new, a letter, and in doing so demonstrate both the diversity of our communities and the creative potential of collaboration. The logo is open, honest and even a bit humble (it s a lowercase b, after all). Most of all, it s optimistic, like us and everyone else working to improve the quality of life in the communities we serve. 4

5 About the Bush Foundation The Bush Foundation invests in great ideas and the people who power them. Established in 1953 by 3M executive Archibald Bush and his wife, Edyth, the Foundation encourages individuals and organizations to think bigger and think differently about what is possible in communities across Minnesota, North Dakota, South Dakota and the 23 Native nations that share the same geographic area. OFFICIAL NAME Bush Foundation Not The Bush Foundation Not The Archibald Bush Foundation Not Bush BRAND VOICE The Bush Foundation communicates in a clear, factual, inviting manner. The tone is upbeat and energetic without being frivolous or chatty. The way we communicate should be easy, without jargon or fancy words. Our goal is to start conversations that lead to action. The bigger the idea, the shorter the words and sentences. Say it so anyone can share it. 5

6 Logo Guidelines PRIMARY LOGO The minimum acceptable size for the primary logo is from the top to the bottom of the tri-colored area that forms the b known as the bug. ONE-COLOR VARIATIONS One-color logo variations are acceptable, if required by production limitations. Only use the primary color palette (or black or white) for one-color variations. When reversing logo, maintain space around the logo. Only use the primary color palette when reversing the logo. 6

7 Logo Guidelines ICONS (THE BUG ) The bug can be used after the Bush Foundation has already been well identified and/or where context exists to demonstrate the bug is part of the Foundation s identity. It can also be used where space is limited. Color on white background Color on white background When reversing the color bug against a color background from the approved color palette, maintain space around the bug. Color on white background Color on color background 7

8 Correspondence Guidelines URL When communicating the Bush Foundation URL, present it in this manner: BushFoundation.org Capitalize the B and F in the URL Not Not Not PHONE NUMBER When communicating a Bush Foundation phone number, present it in this manner: Not Not (651) ADDRESS When communicating a Bush Foundation address, present it in this manner: dwashington@bushfoundation.org Not Dwashington@BushFound.org Not DWashington@bushfoundation.org SIGNATURE Dominick Washington Communications Director 101 Fifth Street East, Suite 2400, Saint Paul, MN Tel: dwashington@bushfoundation.org Find us on Facebook 8

9 Color Palette The Bush Foundation color palette is a flexible, dynamic system consisting of three primary colors and four supporting colors. Each is identified below for a variety of applications, from print to pixels. Overall, the system conveys a sense of warmth and energy. It s inviting with a feeling of confidence. The colors come from the real world, and variations of each can be found throughout the Upper Midwest. PRIMARY PALETTE SUPPORTING PALETTE C 9 M 67 Y 100 K 0 R 226 G 114 B 38 #E U 158C C 64 M 59 Y 48 K 26 R 91 G 88 B 96 #5B U 425C C 14 M 11 Y 22 K 0 R 218 G 215 B 198 #DAD7C6 Warm Grey 1U Warm Grey 1C C 87 M 44 Y 21 K 0 R 18 G 124 B 166 #127CA6 3015U 7462C C 79 M 17 Y 77 K 0 R 45 G 158 B 106 #2D9E6A 347U 348C C 22 M 100 Y 100 K 15 R 172 G 31 B 35 #AC1F23 180U 1805C C 0 M 22 Y 72 K 0 R 254 G 201 B 97 #FEC U 1205C 9

10 Typography FOR GRAPHIC DESIGN Gotham Rounded Light ABCDEFGHIKLMNOPQRSTUVWXYZ Gotham Rounded Medium ABCDEFGHIKLMNOPQRSTUVWXYZ Sentinel Book ABCDEFGHIKLMNOPQRSTUVWXYZ Sentinel Bold ABCDEFGHIKLMNOPQRSTUVWXYZ FOR WEB Arial (body copy) FOR & WORD PROCESSED DOCUMENTS Arial (11 point) FOR POWERPOINT USE Georgia Bold (headlines) ABCDEFGHIKLMNOPQRSTUVWXYZ Arial Bold (subheads) Arial (body copy) ABCDEFGHIKLMNOPQRSTUVWXYZ 10

11 Other Visual Elements RIPPLE TEXTURE This texture should primarily be used with orange shading, but grey shading is also acceptable. COMMUNITY PATTERN This pattern should primarily be used with orange shading, but grey shading is also acceptable. HORIZONTAL/VERTICAL RULES Path caps should be rounded if possible. 11

12 Shading Guidelines SHADING PALETTE PATTERN SHADING GUIDE C 15 M 78 Y 100 K 0 R 212 G 92 B 42 #D4572A C 74 M 70 Y 53 K 31 R 71 G 69 B 82 # Pattern tinted 100% of shading palette swatch (see swatches on left) Background tinted 100% of normal color palette swatch TEXTURE SHADING GUIDE Pattern tinted 100% of shading palette swatch (see swatches on left) Background tinted 75% of normal color palette swatch 12

13