NewView Oklahoma Brand Guide MAINTAINING USAGE STANDARDS

Transcription

1 MAINTAINING USAGE STANDARDS JAN. 28,

2 TABLE OF CONTENTS 1.01 Branding Logo Usage Logo Logo Mark Tagline Logo with Tagline Logo Versions Scaling Logo Don ts Color Palette Color Tints Typography Primary Typeface Secondary Typeface Hierarchy Type Structure Baseline and Grid Application Conclusion

3 1.01 BRANDING BRAND STATEMENT NewView Oklahoma s staff, vendors and partners are stewards of our brand, and this guide clearly and concisely details brand standards in order to reinforce consistency. The resources found in this guide govern the usage of our logo and other marks. Adhering to these standards ensures that representations of the NewView brand accurately communicate our identity. This guide is a powerful and efficient tool for anyone implementing a NewView mark. MISSION Our mission is to empower blind and vision-impaired individuals to achieve their maximum potential through employment, rehabilitation and community outreach. 3

4 1.02 LOGO USAGE When sending this guide to a third party, the guide should be accompanied by PRINT LOGO FORMATS EPS (preferred for large signs and banners) EPS (Encapsulated PostScript) is a vector format designed for printing to PostScript printers and image-setters. It is considered the best choice for printing illustrations in high resolution. EPS files are created and edited in illustration programs, such as Adobe Illustrator. TIFF (preferred for high-resolution images) TIFF (Tagged Image File Format) is an industry standard designed for handling rasterized or bitmapped images. TIFF files can be saved in a variety of color formats with various forms of compression. WEB LOGO FORMATS PNG (preferred for images that require transparent backgrounds) PNG (Portable Network Graphics) is a file format created as a more powerful alternative to the GIF. PNGs are not restricted to 256 colors, as GIF files are, and have better compression. A PNG file can be saved with a transparent background, which allows you to place your image atop another image without an outlining white box. JPG (preferred for images) JPG (Joint Photographic Experts Group, pronounced jay-peg) is a file format best used for photo images that must be very small files for example, those used in websites or . 4

5 1.02 LOGO USAGE II Logos are provided in the following color breakdowns for specific applications. Spot For use in print applications where special inks are used (e.g., logo printing on specialty items). CMYK For use in most four-color print applications (e.g., advertisements in color print publications). RGB For use in digital applications (e.g., Word documents or digital presentations). Black and White For use when color cannot be applied (e.g., newspaper inside pages, fax documents). Hex For use on websites and in e-marketing. 5

6 1.03 LOGO The logo for NewView Oklahoma is memorable, clean, crisp and easily recognized. The safe space around the logo should be at least the width of the e logo mark. 6

7 1.04 LOGO MARK The graphic element is a unique identifier for NewView Oklahoma. The graphic element can only be used as a design treatment when the name is present, but not the full logo. The safe space around the logo mark should be at least half the width of the mark itself. 7

8 1.05 TAGLINE This is the primary tagline for NewView Oklahoma. When applicable, using the logo with the tagline is appropriate and encouraged. The tagline should not be used as an element on its own. 8

9 1.06 LOGO WITH TAGLINE The safe space around the logo and tagline should be at least width of the logo mark. 9

10 1.07 LOGO VERSIONS Because logo usage may vary, multiple logo formats are available, including black and white and full-color. FULL-COLOR FULL-COLOR, REVERSED On a white background, use the full-color logo. On a black background, use the reversed full-color logo. ONE-COLOR ONE-COLOR, REVERSED On a white background where only one-color printing is available, use the one-color logo. In this version, a mark between phrases in the tagline ensures it s read correctly. On a black background where only one-color printing is available, use the reversed one-color logo. In this version, a mark between phrases in the tagline ensures it s read correctly. 10

11 1.08 SCALING Appropriate scaling of the NewView Oklahoma logo is required to maintain both a consistent brand and an acceptable contrast for readability. Full Logo (with tagline) Minimum Width: 2 inches Partial Logo (without tagline) Minimum Width: 1 inch When the logo must be less than 2 inches wide, use the logo without the tagline. 3 INCHES INCHES 1 INCH Logo Mark Minimum Width: 0.25 inches 2 INCHES 1 INCH 0.5 INCHES 0.25 INCHES 11

12 1.09 LOGO DON TS 1. Do not stack the tagline on multiple lines. 2. Do not use the logo mark in additional places. 3. Do not alter the logo mark. 4. Do not alter the typography. 5. Do not change the size of an element relative to the rest of the logo. 6. Never stretch of squish the logo. 7. Do not put the logo on a background other than black or white

13 2.01 COLOR PALETTE Color and contrast are important to the NewView Oklahoma brand. If these colors are not available, the logos should be printed in black and white. The palette consists of two main colors: Pantone 485 U and Pantone 424 C. PANTONE 7625 C (PRIMARY) PANTONE 7540 C (SECONDARY) CMYK 0, 85, 79, 0 RGB 240, 78, 64 HEX #F04E40 CMYK 0, 0, 0, 85 RGB 7 7, 7 7, 79 HEX #4D4D4F 13

14 2.02 COLOR TINTS In color theory, a tint is the mixture of a color with white, which increases lightness. Tints are useful in printing they reduce costs by negating the need for additional color plates. 100% 75% 50% 25% 14

15 3.01 TYPOGRAPHY NewView Oklahoma s primary typeface is Plantin, which research has shown to be one of the most easily readable serif typefaces. Accompanying this is Futura, a secondary typeface used in the logo itself. Futura is easily readable at the headline weight we have designated, making it a perfect complement to Plantin. In addition, we have established a typographic hierarchy an organizational system for content that emphasizes some pieces of information and diminishes others. A hierarchy helps readers scan text: it makes clear where to enter and exit, as well as how to pick and choose sections. Each level of the hierarchy should be signaled by one or more cues applied consistently across a body of text. These cues can be spatial (indents, line spacing, placement on page) or graphic (size, style, typeface color). 15

16 3.02 PRIMARY TYPEFACE PRIMARY TYPEFACE Plantin aabbccddeeffgghhiijjkkllmmnnooppqqrrssttuuvvwwxxyyzz REGULAR Regular Lorem ipsum dolor sit amet, massa vivaus vulputate quam sed at adipiscing, diam dolor, imperdiet massa sem egestas non vestibulum, risus erat. Nec nec elit eu aenean neque, in eni sapien elit, culpa lectus diam lacus ipsum, nulla urna nunc. felis viverra diam, elit ipsum lacus. ITALIC Italic Lorem ipsum dolor sit amet, massa vivaus vulputate quam sed at adipiscing, diam dolor, imperdiet massa sem egestas non vestibulum, risus erat. Nec nec elit eu aenean neque, in eni sapien elit, culpa lectus diam lacus ipsum, nulla urna nunc. felis viverra diam, elit ipsum lacus. BOLD Bold Lorem ipsum dolor sit amet, massa vivaus vulputate quam sed at adipiscing, diam dolor, imperdiet massa sem egestas non vestibulum, risus erat. Nec nec elit eu aenean neque, in sapien elit, culpa lectus diam lacus ipsum, urna nunc. felis viverra diam, elit ipsum lacus. 16

17 3.03 SECONDARY TYPEFACE SECONDARY TYPEFACE Futura aabbccddeeffgghhiijjkkllmmnnooppqqrrssttuuvvwwxxyyzz BOOK Book Lorem ipsum dolor sit amet, massa vivaus vulputate quam sed at adipiscing, diam dolor, imperdiet massa sem egestas non vestibulum, risus erat. Nec nec elit eu aenean neque, in eni sapien elit, culpa lectus diam lacus ipsum, nulla urna nunc. felis viverra diam, elit ipsum lacus. ITALIC Italic Lorem ipsum dolor sit amet, massa vivaus vulputate quam sed at adipiscing, diam dolor, imperdiet massa sem egestas non vestibulum, risus erat. Nec nec elit eu aenean neque, in eni sapien elit, culpa lectus diam lacus ipsum, nulla urna nunc. felis viverra diam, elit ipsum lacus. DEMI BOLD Demi Bold Lorem ipsum dolor sit amet, massa vivaus vulputate quam sed at adipiscing, diam dolor, imperdiet massa sem egestas non vestibulum, risus erat. Nec nec elit eu aenean neque, in eni sapien elit, culpa lectus diam lacus ipsum, nulla urna nunc. felis viverra diam, elit ipsum lacus. 17

18 3.04 HIERARCHY Header FUTURA BOOK, 3OPT Subheader FUTURA BOOK, 21PT Pull Quote PLANTIN BOLD, 16PT Bold Copy PLANTIN BOLD, 14PT Body Copy PLANTIN REGULAR, 12PT Block Quote PLANTIN ITALIC, 12PT Ordered List FUTURA DEMI BOLD, 12PT Caption FUTURA BOOK, 10PT 18

19 3.05 TYPE STRUCTURE EXAMPLE Use the example below to maintain the hierarchy of type and structure throughout brand materials. Header: Futura Book, 30PT Line Spacing: 36PT Header Line Break: 16PT Body Copy: Plantin Regular, 12PT Line Spacing: 18PT Paragraph Break: 23PT Subheader: Futura Book, 21PT Subheader Line Break: 16PT Body Copy: Plantin Regular, 12PT Line Spacing: 18PT Safe & Independent Living Today Experienced, professional staff members also assist with Orientation & Mobility (O&M) training. O&M teaches safe and independent navigation skills to individuals who are blind or experience low vision. Clients benefit from learning techniques that allow them to safely and independently move through their home, workplace and neighborhood. O&M training includes techniques for climbing stairs, crossing streets and using public transportation. About NewView NewView Oklahoma is a private nonprofit organization founded in 1949 as the Oklahoma League for the Blind. Our mission is to empower people who are blind and visually impaired to achieve the maximum level of independence through employment, rehabilitation and community outreach. 19

20 3.05 TYPE STRUCTURE II EXAMPLE Use the example below to maintain the hierarchy of type and structure throughout brand materials. Block Quote: Plantin Italic, 12PT Line Spacing: 18PT Block Quote Rule: Pantone 485 U, 2PX Subheader: Futura Book, 21PT L ine Spacing: 25PT List: Futura Demi Bold, 12PT Line Spacing: 18PT Whatever your plans for the future school, work or the fulfillment of personal goals you ll discover it is possible for people experiencing vision loss to lead active and rewarding lives. The successful journey to safer, more independent living begins here, at New View Oklahoma s Low Vision Clinic. Who is at Risk for Diabetic Retinopathy? Everyone with diabetes is at risk for diabetic retinopathy. Your risk is greater the longer you have diabetes. There is no pain from diabetic retinopathy, and at first, there are no symptoms. You can go blind if not treated. Quote Mark: Pantone 485 U, 60PT Quote Mark Line Break: 18PT Pull Quote: Plantin Regular, 16PT Line Spacing: 22PT If you notice changes in your eyesight, such as trouble reading, sports or blurry vision, contact your eye care doctor. 20

21 4.01 BASELINE AND GRID A grid can be simple or complex, specific or generic, tightly defined or loosely interpreted. Typographic grids are all about control. They establish a system for arranging content with the space of page, screen or built environment. Ellen Lupton, Thinking With Type EXAMPLE You Can Make a Difference These special programs, along with the everyday work of assisting people adapt to life with low vision, help express our firm belief that it s not what you can see It s what you can be. The comprehensive Low Vision Clinic is a Medicarecertified facility breaking new ground in assessment, occupational therapy, mobility and orientation, computerassistive technology training, and more. When visual impairment cannot be improved with glasses, contact lenses, medicine or surgery, the clinic offers in-depth examinations as a first step in determining which of our many enrichment programs can best help the person with low vision. Though these programs, experienced, professional staff assist with training at home to help ensure safety and independence by making routine daily activities possible. 21

22 NewView Oklahoma Brand Guide 4.02 APPLICATION RE FE R E NC E Maintaining an appropriate amount of white space around the logo, as well as maintaining the type hierarchy, ensures legibility and contrast. EXAMPLE What is Low Vision? At NewView Oklahoma, our experienced occupational therapists, orientation and mobility specialists, and computer-assisted technology experts can help you maximize the use of your remaining vision and provide training specific to your daily needs. EXAMPLE 80% SCALED 22

23 4.02 APPLICATION II A properly scaled logo, used in the appropriate context, looks perfect wherever it s applied. Collateral should visually and verbally create brand awareness by strategically replicating the brand s personality. 23

24 5.01 CONCLUSION We expect all of our vendors and partners to treat our brand with respect by adhering to the rules provided in this guide. Thank you for your diligent cooperation. Sara Norton-Sanner Development & Marketing Specialist NewView Oklahoma 501 N. Douglas Ave. Oklahoma City, OK P: C: F: E: 204 N. Robinson, Ste Oklahoma City, OK staplegun.us 24