20 _. 14 _ Visual Identity. 03 _ Brand Message. 24 _ Brand Consistency 04 _. 10 _ Color Palette. 02 _ Our Mission. Our Logo. Our.

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1 brand guidelines

2 02 Our Mission 03 Brand Message 04 Our Logo 06 Construction & Clearspace 07 Using Our Logo 08 Logo Don ts 09 On Photographs 10 Color Palette 12 Primary Colors 13 Complimentary Colors 14 Visual Identity 16 Photography Style 17 Business Card Design 18 Iconography & Illustration 19 Our Taglines 20 Our Typography 22 Brand Typeface 23 Type Styles 24 Brand Consistency table of contents

3 our mission Student Centered. Career Focused. The Central Valley Promise is a region-wide effort to promote college as a viable option for students. The Promise will ensure that if students and their parents pledge to do what it takes in middle and high school to prepare, college will be there for them in the future, guaranteed.

4 brand message A Promise to Create Pathways to Higher Education The Central Valley Promise is committed to our students, our communities and our state. The Central Valley is joining 150 cities across the country offering College Promise programs, which aim to increase college readiness, affordability and success. Throughout our region, education attainment levels are significantly lower than the state s average, which impacts the employment, income level and quality of life of youth and families in our communities. The Central Valley Promise aims to improve college-going rates for students, create a culture of career-ready youth, enrich our communities and improve future outcomes for generations. Every Central Valley Promise Student Scholar who adheres to the Promise Pledge and finishes high school with a GPA of 2.7 or higher, will receive a scholarship for their first semester of community college.

5 04 our logo

6 The Central Valley Promise logo represents the core values and character of our program. When the people in our region see our logo and hear our name, we want them to think of the our mission and the tremendous change we will come to create in the lives of students, families and communities for generations. Our logo is a cornerstone of our brand that exemplifies our dedication to our region, our commitment to education and our passion for positive change.

7 06 our logo Construction & Clear Space When using our logo, it must be surrounded by a minimum clear space to keep it clear of competing images, text or graphics. The minimum clear space for the logo is 1x, where x is the width of the P in the word mark. (Shown to the right) 1x 1x ½x ½x Minimum Clear Space: 1x 1x Baseline Our logo should not be used smaller than 1 or 72 pixels wide. X width 1x

8 07 our logo Use the full color logo whenever it is possible to do so. Using Our Logo To ensure that our core identity is not diluted, we ask that you use the primary logo wherever possible. However, we understand there are a number of places where its use will not be appropriate, and as such, our logo was designed to be flexible. When applicable, you may use the all black or reversed logo, as seen on the right. Use the all black logo when it is necessary. Use the reversed logo when placing it on a colored background. Minimum Size: 1 or 72 pixels (wide).

9 08 our logo Do not add drop shadows, gradients, or other effects to the logo. Logo Don ts We ask that you adhere to the following guidelines to ensure consistent use and appearance of the Central Valley Promise logo as not to negatively impact its integrity. Here are examples of inappropriate logo use. Do not change the color of the logo. Do not skew, stretch, or rotate the logo. Do not use the full color logo on a background that doesn t provide enough contrast.

10 09 our logo On Photographs When using the Central Valley Promise logo on top of photography, the logo must be at a legible size and displayed with enough contrast. If the full color logo can not be used with enough contrast over a busy background, the single color or reversed logo may be used instead; however, our recommendation is to always use the full color logo whenever possible.

11 10 color palette

12 The Central Valley Promise color palette was thoughtfully chosen to reflect our commitment to Central Valley students, our dedication to our region and our vision for the future. The colors incorporate blue and gold, representing academic achievement and success, and the palette is bright, signifying positivity and determination, and reflecting our students, our pride in the Valley and the positive outcome our initiative seeks to have on our communities. As we advance the prominence of the Central Valley Promise brand, it is important that every touchstone of our brand is unified to convey the ideals we champion and that includes the treatment of our logo.

13 12 color palette Primary Colors Process Black C Pantone U Neutral Black U CMYK 0, 0, 0, 100 RGB 0, 0, 0 HEX # C Pantone U 129U CMYK 0, 35, 85, 0 RGB 247, 179, 52 HEX #F7B C Pantone U Cool Gray 10U CMYK 0, 0, 0, 60 RGB 139, 141, 141 HEX #8B8D8D 299C Pantone U 298U CMYK 80, 18, 0, 0 RGB 0, 161, 223 HEX #00A1DF

14 13 color palette 657C Pantone U 656U CMYK 19, 10, 1, 100 RGB 202, 215, 235 HEX #CAD7EB Complimentary Colors The complimentary colors should not take as much prominence in your work than the Primary palette. They can be used to call attention to different elements, create patterns and be used as big washes for color overlays, but they must never overpower your work. 513C Pantone U Medium Purple U CMYK 48, 94, 5, 0 RGB 149, 53, 140 HEX #95358C 179C Pantone U 174U CMYK 4, 91, 91, 0 RGB 230, 60, 47 HEX #E63C2F 7535C Pantone U 453U CMYK 29, 26, 38, 0 RGB 184, 176, 156 HEX #B8B09C

15 14 visual identity

16 The goal of our visual identity is to communicate visually who we are in a split second. Visual clues can suggest abstract ideas, evoke emotion and influence the way people interact with a brand. The elements that make up our brand, from our colors to photos to fonts, will help us establish the Central Valley Promise as an education-focused initiative and build trust with people in our region. As we advance the prominence of the Central Valley Promise brand, it is important that every touchstone of our brand is unified to convey the ideals we champion and that includes the treatment of our logo.

17 16 visual identity Photography Style The Central Valley Promise photography style represents the promise of our mission. Our photography should always be warm, bright and uplifting, and should emphasize education, as it s our primary focus. Our photography should include images such as students in the classroom (from 6th grade to college age), graduations and parents, mentors and caregivers reading with their children.

18 17 visual identity Business Card Design John Doe Program Director Direct Office Fax Address: 1234 N. First Street, City, State, Back of Card (Matte Finish) Front of Card (Gloss Finish) 2 3.5

19 18 visual identity Iconography & Illustration We will sometimes rely on iconography or illustrations to help communicate our message. These icons have been designed to sync harmoniously with the other elements of our visual identity, utilizing consistent line weight and soft corners to express our personality and build recognition with our brand. Our illustrations are playful and bold; they symbolize our focus on students and our goals for the future.

20 19 visual identity Promise Tagline A Promise to put EVERY student on the path to success Our Taglines We re employing two taglines to convey the goal of Central Valley Promise. Our taglines, shown to the right, are the only approved taglines to be used with the Central Valley Promise Brand as they express our mission concisely, and represent our values. Our taglines help to establish the tone and voice of our brand a voice that is empowering, inspiring and student-focused. Student Centered Tagline Student Centered. Career Focused. Logo using the Student Centered tagline.

21 20 our typography

22 The typography that represents our brand was designed to convey the feeling of the Central Valley Promise, and fit harmoniously with the other elements of our visual identity. Typography strongly effects how people perceive and engage with your brand; it expresses personality, attracts people s attention and builds recognition.

23 22 our typography Typeface: Raleway // Sans-Serif // Download at Google Fonts Brand Typeface The typeface for the Central Valley Promise is a bold sans serif font that uses round edges to play off the soft look of our other design elements. Each font was carefully chosen, and their different uses direct people to the hierarchy of information being displayed. To ensure that there is uniformity in the way people perceive the information convey, typefaces should be handled consistently in all design work. raleway ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ()!@#$%^&*?<> Character Set

24 23 our typography Type Styles raleway black Used for large headings. raleway bold Used for headings / sub-headings. raleway regular Used for body copy.

25 brand consistency Keeping the Brand Familiar and Intuitive It is important to note that the structure outlined in this guideline is strategic, intentional and an important piece to the success of the Central Valley Promise s overall branding objectives. Accurate branding is crucial to guarantee that we are faithfully portrayed, and to ensure consistency, which will uphold our image as sound and well organized.

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