2018 DESIGN & BRAND GUIDELINES

Transcription

1 2018 DESIGN & BRAND GUIDELINES LiveBetterIdaho.org

2 THE GUIDE Live Better Idaho Organizational Brand Guidelines Version: v1 // NOV 2017

3 DESIGN & BRAND GUIDELINES TABLE OF CONTENTS SECTION 1 ORGANIZATIONAL LOGO PAGE 3 SECTION 2 TYPOGRAPHY PAGE 7 SECTION 3 COLOR SYSTEM PAGE 11 SECTION 4 LOGO PLACEMENT PAGE 15 SECTION 5 ORGANIZATIONAL ICONOGRAPHY PAGE 17

4 INTRODUCTION WELCOME & INTRODUCTION 1

5 Live Better Idaho Brand Guidelines LIVE BETTER IDAHO THE DESIGN GUIDELINES These guidelines describe the visual and verbal elements that represent the livebetteridaho.org organizational identity. This includes our name, logo and other elements such as color, type and acceptable graphics. Sending a consistent and controlled message of who we are is essential to presenting a strong, unified image of Live Better Idaho to Idahoans. These guidelines reflect our commitment to quality, consistency and style. 2

6 SECTION 1 ORGANIZATION LOGO The Logo Introduction The Logo Elements & Conditions for Use Logo Clearspace The Logo Application 01 LOGO INTRODUCTION Our Logo is the key building block of our identity, the primary visual element that identifies us. The signature is a combination of the the symbol itself and our name they have a fixed relationship that should never be changed in any way. THE FULL LOGOTYPE The Live Better Idaho logo comprises two elements, the logo symbol and logo type. The Logo Symbol is a powerful image evoking a positive outlook that connects all Idahoans regardless of gender, ethnicity, or socioeconomic status - the connection to living better and finding services that can influence a positive outcome. The Logo Type has been carefully chosen for its modern and yet refined, highly legible style, which has been further enhanced by the use of a mixture of lowercase words combined with upper case letters for the word IDAHO. The typeface is primarily Titillium Roman and has also been chosen to compliment and balance perfectly with the logo symbol. The Organizational logo is presented through the use of pure colors as well as shape and form. The colors are Green, Blue, and Yellow. It is a fresh and appealing blend of colors chosen for their strong connection to the Idaho landscape and mission of providing a better life for all Idahoans. 3

7 Live Better Idaho Brand Guidelines LOGO ELEMENTS & USAGE 1 2 1) The Logo Symbol Consists of the combined elements representing the mountains of Idaho and the rising sun to a better day which evokes the opportunity to a positive outcome. 2) The Logo Title Carefully chosen for its modern and yet refined, highly legible style, which has been further enhanced by the combined use of upper and lower case words in blue and green primary brand colors. The font that is used is primarily Titillium. The general Logo The main logo is the 3-color logo shown above used on white or light colored backround. For darker or low-contrast backrounds you will find alternative logo options below. 3 3) The Tagline Carefully worded, our tagline should be used in most cases to help describe to Idahoans the steps to improving their lives and to reinforce the 3-clicks to finding solutions through the refined site infrastructure and ease of use. LOW-CONTRAST VERSIONS 4 DARK BACKGROUND VERSIONS 5 4) The Logo for Low-Contrast Backgrounds will be used when the backround color is greater than roughly 20% tone and less than 50%. Avoid placing our logo on backgrounds which either blends or disguises the yellow sun of the Logo Symbol. 5) The Logo for Dark Backgrounds will be used when the backround color is darker than roughly 40% in tone. Some judgement calls will be necesssary as to which logo to use based upon the color selected and/or background noise. Provided formats for use are:.pdf.psd.png.jpg 4 5 Attention: Use of any stylized, animated, hand drawn or other versions of an unofficial logo is not permitted. This undermines the logo system and brand consistency. 4

8 Live Better Idaho Brand Guidelines SECTION 1 PRIMARY & SECONDARY LOGOS The Logo Introduction The Logo Elements & Conditions for Use Logo Clearspace The Logo Application LOGO CLEARSPACE It is important to keep the Live Better Idaho Brandmark clear of any other graphic elements. To regulate this, an exclusion zone has been established around the mark. This exclusion zone indicates the closest any other graphic element or message can be positioned in relation to the mark. An easy way to ensure this is through using the height of the O within the Logo Title as the basis for the exclusion zone which is a fixed relationship based upon the Brandmark size in use. PREFERRED MARK USED 1.0 x Full Logo with Tagline Minimum Size:.66 x.1986 x 1.0 x SECONDARY MARK USED Logo Mark Minimum Size:.268 x.23 x 1.0 x TERTIARY MARK USED Full Logo with Right-Hand Tagline Minimum Size:.588 x.2779 x 5

9 Live Better Idaho Brand Guidelines APPLICATION ON A BACKGROUND We have provided for use three Logo Marks based upon a variety of application uses and media needs. This allows the Live Better Idaho brand to remain intact and consistent. Our Logo A is the preferred logo for use when possible as it provides the most flexibility and streamlined profile while delivering both the Mark and the message behind the Mark. However, we have developed Logo C for use in the lower quadrants of visual display pieces. The Logo B carries only the Brand Mark without purposes and may be preferable in small area uses as well as some stamped incentive materials. LOGO A Colored Version LOGO B Colored Version LOGO C Colored Version MINIMUM LOGO SIZES Full Logos with Taglines Logo A Minimum Size:.268 x.23 Logo C Minimum Size:.268 x Min Min. Logo without Tagline Logo B Minimum Size:.268 x /8.23 Min. 6

10 SECTION 2 ORGANIZATION TYPOGRAPHY Organizational Typography Primary Font Secondary Font Long Form Serif Font 02 LIVE BETTER IDAHO TYPOGRAPHY Typography plays an important role maintaining consistency both in offline in communicating an overall tone and and online communications. Additionally, quality. Careful use of typography a Serif font has been added to use in reinforces our personality and ensures the cases where content may exceed a clarity and harmony in all Live Better paragraph or more as sans-serif fonts Idaho communications. We have are typically more difficult to read in selected Titillium and Roboto for both larger amounts of content such as web and print use, which helps in brochure, guides, booklets and papers. 7

11 Live Better Idaho Brand G uidelines PRIMARY FONT PRIMARY FONT TITILLIUM DESIGNER : ACCADEMIA DI BELLE ARTI URBINO T I T I L L I U M Bold A B C D E F G H I J K L M THE FONT T itillium is a well-crafted sans-serif font with recognizable characters. A relatively young font born in 2009 inside the Accademia di Belle Arti di Urbino as a didactic project C ourse Type design of the Master of Visual Design C ampi Visivi. It provides a clean, modernistic feel through its geometrically inspired lines that carry a computer-like feel. R egular N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z TYPE EXAMPLES TITILLIUM Figures Special Characters! $ % & / ( ) =? ` ; : [ ] { } «Ω ø π ± æ Δ º ª ƒ å ç ~ μ < > 8

12 Live Better Idaho Brand Guidelines SECTION 2 ORGANIZATIONAL TYPOGRAPHY The Organizational Fonts Primary Font Secondary Font Long Form Serif Font SECONDARY FONT PRIMARY FONT ROBOTO DESIGNER : CHRISTIAN ROBERTSON R O B O T O Bold A B C D E F G H I J K L M THE FONT Roboto is a sans serif typeface developed with a dual nature. It has a mechanical skeleton and the forms are largely geometric. At the same time, the font features friendly and open curves. While some grotesks distort their letterforms to force a rigid rhythm, Roboto doesn t compromise, allowing letters to settle in to their natural width. This makes for a more natural reading rhythm more commonly found in humanist and serif types. Regular N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z TYPE EXAMPLES ROBOTO Figures Special Characters! $ % & / ( ) =? ` ; : [ ] { } «Ω ø π ± æ º ª ƒ å ç ~ µ < > 9

13 Live Better Idaho Brand Guidelines LONG FORM USE: SERIF FONT SERIF FONT MODUM DESIGNER : THE NORTHERN BLOCK LTD M O D U M Regular A B C D E F G H I J K L M THE FONT A contemporary serif font family. Modum is a stylish modern day serif with great charm, harmony and practicality that is best suited for complex hierarchical projects, such as editorials, newspapers and text based materials. The design takes influence from traditional serif forms to develop a precise, highly functional text face with a low contrast. This font is intended for long form use such as for articles, ads and brochures. Italic N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z TYPE EXAMPLES MODUM Figures Special Characters! $ % & / ( ) =? ` ; : [ ] { } «Ω ø π ± æ º ª ƒ å ç ~ µ < > 10

14 SECTION 3 ORGANIZATIONAL COLOR SYSTEM Primary Color System & Codes Secondary Color System 03 THE PRIMARY COLOR SYSTEM AND COLOR CODES THE COLOR SYSTEM Color plays an important role in the Live Better Idaho online identity program. The colors provided are recommendations for various media however stem from our online categories. A palette of primary colors has been developed, which comprise the Live Better color scheme. Consistent use of these colors will contribute to the cohesive and harmonious look of the Live Better Idaho brand identity across all relevant media. Check with your designer or printer when using the Organizational colors that they will be always be consistent. PRIMARY COLOR SYSTEM PRIMARY COLOR IDAHO GREEN Explanation: Live Better Idaho has three official colors: Green, Blue and Yellow. These colors in combination have a recognizable association with the values of our brand. Usage: Use them as the dominant color palette for all internal and external visual presentations of the company. COLOR CODES CMYK : 60/0/100/0 Pantone : 360C RGB : R113 G191 B69 Web Hex : #71bf % 80 % 60 % 40 % 20 % COLOR TONES 11

15 Live Better Idaho Brand Guidelines PRIMARY COLOR BETTER BLUE COLOR CODES CMYK : 68/10/0/0 Pantone : 306C RGB : R1 G179 B241 Web : #05b1f9 COLOR TONES 100 % 80 % 60 % 40 % 20 % PRIMARY COLOR SUNNY YELLOW COLOR CODES CMYK : 0/20/100/0 Pantone : 123C RGB : R255 G202 B8 Web : #ffca % 80 % 60 % 40 % 20 % COLOR TONES 12

16 Live Better Idaho Brand Guidelines SECTION 3 ORGANIZATIONAL COLOR SYSTEM The Organizational Colors Primary Color System Secondary Color System THE SECONDARY COLOR SYSTEM AND COLOR CODES SECONDARY COLOR SYSTEM Explanation: The Secondary colors are complementary to our official primary colors, but are not primary identifiers for the brand. These Secondary colors should be used in association with specific website categories and/or topics. Usage: Use them to accent and support the primary color palette and to reference more specific topics by category and/or subject matter. Tones Tones Tones FINANCIAL GREEN CMYK : 75/4/100/0 Pantone : 361C RGB : R73 G178 B47 Web Hex : #49b22f HEALTHCARE RED CMYK : 5/100/100/0 Pantone : 1795C RGB : R219 G10 B47 Web Hex : #db0a2f FOOD & NUTRITION BLUE CMYK : 58/13/0/0 Pantone : 2915C RGB : R107 G179 B228 Web Hex : #6bb3e4 Tones VETERANS BLUE CMYK : 100/72/25/8 Pantone : 7692C RGB : R27 G79 B130 Web Hex : #1b4f82 Tones CHILD CARE PINK CMYK : 0/76/10/0 Pantone : 212C RGB : R235 G92 B153 Web Hex : #eb5c99 13

17 Live Better Idaho Brand Guidelines Tones FAMILY SERVICES ORANGE CMYK : 0/73/100/0 Pantone : 165C RGB : R2147 G101 B42 Web Hex : #f7652a Tones WORK & EDUCATION GOLD CMYK : 5/52/100/0 Pantone : 144C RGB : R229 G141 B26 Web Hex : #e58d1a 14

18 SECTION 4 LOGO PLACEMENT The Correct Logo Placement 04 LOGO PLACEMENT AND SUGGESTED USE SOLUTIONS WHY IS THIS IMPORTANT? Balance is an essential feature of good design. Graphics, imagery, and text must all be balanced so that each element is able to speak clearly. If you give the logo a distinct presence in the design, it will have greater impact and won t distract from other messages you wish to communicate. 15

19 Live Better Idaho Brand Guidelines LOGO PLACEMENTS BY LOGO TYPE PARAMETER THE LOGO PLACEMENT Explanation: To place the Live Better Idaho logo in the correct way, we have provided some suggestive placements. Please consult with your Live Better Idaho representative for any additional restrictions. EXAMPLES 1/3 column widths (top row) 1/5 column width for logo stack 1/3 column width for lower quadrants 16

20 SECTION 5 ORGANIZATIONAL ICONOGRAPHY Organizational Iconography Other Brand Materials 05 THE ICONOGRAPHY SYSTEM An icon is a pictogram displayed on a screen or print layout in order to help the user to associate with and navigate through the web content in an easier way. The icon itself is a small picture or symbol serving as a quick, intuitive representation of a particular category, function or subject matter. From which there are also associated colors which can be found in Section 3. 17

21 Live Better Idaho Brand Guidelines LIVE BETTER IDAHO ORGANIZATIONAL ICONOGRAPHY SYSTEM Additional Materials: Provided are also assets in use for social media campaigns and can be utilizied for consistency in brand messaging. 18

22 19 NOTES