Brand Guidelines APRIL 2015
What is a brand? The TECH brand is who we are. It s the set of ideas, emotions and associations that come to mind whenever anyone thinks about us. Our brand comes to life in how we relate to each other, serve our clients, design our services and spaces, and communicate to the outside world. BRAND perception of our organization s image as a whole IDENTITY visual aspects that form part of the overall brand LOGO an icon that identifies our busienss in the simplest form
Who is TECH? OUR PROMISE: A full life TECH helps people with intellectual and developmental disabilities live the fullest life possible through ever-evolving services, education and advocacy based on four ingredients for a full and meaningful life: self-worth, creativity, independence and connection. OUR PILLARS: Feeling productive through meaningful work, engaging activities and opportunities to learn new skills SELF-WORTH CREATIVITY Finding fulfillment through expressing themselves creatively Having loving relationships with family through every transition, enjoying friendships with peers and caring staff, and being a valued member of the Hutchinson community CONNECTION INDEPENDENCE Living and working as independently as they are able OUR PERSONALITY: Warm, caring, knowledgeable, purposeful, fun ELEVATOR STATEMENT: TECH helps people with intellectual and developmental disabilities live the fullest life possible. Our organization was founded in 1973 on the premise that individuals with disabilities deserve opportunities and support that allow them to gain independence and achieve their dreams. This principle continues to direct our work, influence our thought process, and empower those we serve. The people we serve live in homes much like yours, work and earn a paycheck, and use their individual creativity to paint, draw, and perform. They want love, friendship, compassion, and respect. Without the supportive, family-like environment TECH provides, many of these things would be out of reach. No matter whether we re serving young children or adults, we help families make the best choices for their loved one, and then provide ever-evolving services based on four ingredients for a full and meaningful life: self-worth, creativity, independence and connection.
Logo OVERVIEW The TECH logo is to be used on all communication materials including, but not limited to, identity elements such as business cards and envelopes, brochures, proposals, white papers, presentations, case studies, and digital media. Do not alter the TECH logo in any way and be sure to use the correct logo for the type of medium in which it will appear. Refer to the following pages for details. Standard four-color version of the logo. This version is preferred whenever possible. MEANING Our logo features a white circle connecting the four ingredients of a full life. With bright colors and a rounded type face, we feel modern, fun and approachable. Stacked four-color version of the logo. Use this version only when the preferred version is not possible.
Logo VARIATIONS While the four-color logo on a white background is the preferred version, the logo s color combinations and ink usage may be adjusted based upon the application. For instance, the logo can also be placed on any of the primary branded colors or on a patterned background when using the reversed version (see examples to the right). When the logo is used with the acronym name description, Center of Hutchinson, the name should always be in the color shown. The type should be stacked as shown. One-color preferred logo Reversed logo One-color stacked logo Reversed logo stacked. Reversed logo with Name Reversed logo stacked with Name
Logo IMPROPER USE To preserve the integrity of the TECH brand, be sure to correctly apply the logo. Altering, distorting, or redrawing the logo in any way will weaken the power of the element and what it represents. Some common misuses are shown here. Do not alter the logo colors. Do not reposition the logo components. Do not scale the logo components. Do not delete any component of the logo. Do not squeeze or stretch the logo. Do not alter the logo colors.
Color Palette Primary Colors Color plays a prominent role in all of our communications and quickly identifies our brand. The following colors are the only ones that maybe used. PRIMARY PALETTE The primary palette consists of TECH purple, red, yellow and green. PANTONE 2587 CMYK 59 66 0 0 RGB 122 104 74 PANTONE 179 CMYK 0 79 100 0 RGB 241 93 34 SECONDARY PALETTE The secondary palette consists of green and orange. This palette allows flexibility in brand communications. It consists of two colors and has been expressly designed to complement our primary color palette. Secondary colors should be used sparingly and in support of the primary color palette. PANTONE 368 CMYK 57 0 100 0 RGB 122 193 67 PANTONE 123 CMYK 0 24 94 0 RGB 255 196 37 MATCHING COLORS Depending on the application (paper, fabric, ceramic, etc.), CMYK colors may need to be adjusted to match the PANTONE colors. Follow all of the color directions at right to ensure accurate results. Secondary Colors PANTONE 355 CMYK 94 0 100 0 RGB 0 169 79 PANTONE 151 CMYK 0 48 95 0 RGB 248 151 40
Typography VAG ROUNDED Thin abcdefghigklimnopqrstuvwxyz 1234567890 Typography is an important component of our brand. When applied consistently across the entire range of our marketing communications, it will help to unify the appearance of our materials, enable our audiences to recognize us, and reinforces our brand equity. PRIMARY FONT The primary typefaces for TECH are VAG Rounded Light and Myriad Pro. SECONDARY FONT There will be situations when VAG Rounded Light and Myriad Pro are not available or not practical for use. These include documents developed in Microsoft Word, Microsoft Powerpoint or other Microsoft Office programs for internal use as well as email and other select externally shared documents. To substitute for VAG Rounded Light or Myriad Pro, Calibri (a TrueType font) has been selected for these applications. Since Calibri is native to Microsoft Office programs, as well as to most modern operating systems (both Mac and PC), the font should display correctly for internal and external users alike. MYRIAD PRO CALIBRI Light abcdefghigklimnopqrstuvwxyz 1234567890 Bold abcdefghigklimnopqrstuvwxyz 1234567890 Regular abcdefghigklimnopqrstuvwxyz 1234567890 Semibold abcdefghigklimnopqrstuvwxyz 1234567890 Bold abcdefghigklimnopqrstuvwxyz 1234567890 Italic abcdefghigklimnopqrstuvwxyz 1234567890 Condensed abcdefghigklimnopqrstuvwxyz 1234567890 Semibold Condensed abcdefghigklimnopqrstuvwxyz 1234567890 Bold Condensed abcdefghigklimnopqrstuvwxyz 1234567890 Regular abcdefghigklimnopqrstuvwxyz 1234567890 Bold abcdefghigklimnopqrstuvwxyz 1234567890 Italic abcdefghigklimnopqrstuvwxyz 1234567890 Bold Italic abcdefghigklimnopqrstuvwxyz 1234567890
Graphic Elements Inspired by the cozy, comforting, stitching together involved in quilt-making, our graphic elements seek to achieve the feeling of our personality traits: warmth, caring, knowledgeable, purposeful and fun. STITCHING LINE Our primary element is a stitching line, which allows us to stitch elements together, highlight important information or visuals, and bring a feeling of warmth to our communications. Bailey Stiggins DIRECTOR OF MARKETING 620.663.1596 cell 620-474-4921 bailey@techinc.org 1300 E. Avenue A PO Box 399 Hutchinson, KS 65704 Serving Reno County since 1973 Serving Reno County since 1973 1300 E. Avenue A PO Box 399 Hutchinson, KS 65704 620-663-1596 Letterhead, Note Card and Business Card Serving Reno County since 1973 1300 E. Avenue A PO Box 399 Hutchinson, KS 65704 620-663-1596 Powerpoint Master Slide Templates
In our communications, we use full color images of people in action. When able, bleed these images off an edge of the page or screen for a more dynamic presentation. When you want to highlight a part of an image or have the photo contained within a page or paragraph, then incorporate a flood of color and the stitching line. Connection IMAGERY STYLE Independence Graphic Elements ADDRESS The name TECH should always be in all caps on the web site address. The street address should always be shown with vertical lines between the address, PO Box, City/State/Zip and phone number. Do not use bullet points between address information. Banner art demonstrating full color imagery 1300 E. Avenue A PO Box 399 Hutchinson, KS 65704 620-663-1596