may 2016 brand guide

may 2016 brand guide

Logo Format The logo is the signature symbol of Living Beyond Breast Cancer. It is composed of a graphic and a logotype. GRAPHIC The logo always features both the graphic and the logotype. Never redraw or alter the logo, including the placement and size relationship of the graphic to the logotype. The graphic is not used as a freestanding element except on social media where it functions as an icon and in responsive environments where minimum size requirements cannot be maintained. LOGOTYPE The logotype is set in Brandon Grotesque Black and Brandon Grotesque Medium. Its two-line format is preset and should not be recreated for any purpose. It is never used as a freestanding element. STACked Horizontal Living Beyond Breast Cancer has two logo formats stacked and horizontal. The horizontal format is most successful in wide spaces. The stacked version works most successfully in square or narrower spaces. Living beyond breast cancer Brand Guide 2

Logo Format with Tagline Both the stacked and the horizontal format of the logo have a tagline lock-up. The tagline With you, for you. appears directly under the mark centered on the stacked version and flush right on the horizontal format. The visual expression of the tagline font, size, placement and distance from the organization name is pre-set and connot be altered in any way. The stacked and horizontal logo formats with the tagline lock-up should be used on all branded collateral. Exceptions to this rule are below. The tagline lock up is not required: on co-branded initiatives such as Reach & Raise (see page 35). when the logo appears smaller than 1.5. for use on non-lbbc related material (sponsorships, joint initiatives, partnerships) on merchandise (tote bags, shirts, umbrellas, pens) when the tagline is being used as the focal point of a design or presented for emphasis as in the example below 610.645.4567 lbbc.org With you, for you. Living beyond breast cancer Brand Guide 3

Logo Clear Space (minimum requirement) STACked and horizontal formats The logo requires equal clear space around all four sides in order to minimize distraction caused from surrounding type or graphics. The height from baseline to baseline of the logotype is the clear space measurement. tagline lock-up versions The logo requires equal clear space around all four sides in order to minimize distraction caused from surrounding type or graphics. The height from the baseline of "Breast Cancer" to the baseline of the tagline is the clear space measurement. Living beyond breast cancer Brand Guide 4

Logo Sizing STACked version While the logo is highly legible at most sizes, the version without the tagline must not appear smaller than 1" wide. The logo with the tagline must not appear smaller than 1.5." Smaller sizes will compromise the legibility of the logotype. 1" 1.5" horizontal version The version without the tagline must not appear smaller than 1.5" wide. The logo with the tagline must not appear smaller than 1.5." Smaller sizes will compromise the legibility of the logotype. 1.5" 2" Responsive environments If the logo becomes illegible due to screen size, it is acceptable to collapse the logo into the graphic (name and tagline are eliminated). In these cases, the graphic functions as the sole indicator of the organization. Living beyond breast cancer Brand Guide 5

Logo Scaling The logo is scaled proportionately without distortion. Stretching or compressing is never acceptable. Backgrounds The logo always appears on a white background for maximum legibility. Color patterns and backgrounds will compromise the integrity of the logo and its effectiveness. In situations where the background cannot be controlled, the logo appears in one color only white logo on dark backgrounds, and berry logo on light backgrounds. If black is the only option for printing, berry should be substituted for black. One-color logos can be provided upon request. Living beyond breast cancer Brand Guide 6

COLOR Color Palette Our primary color palette, berry and gold, signifies an important duality that is embedded in the organization s culture, a place where one can find strength and comfort, information and compassion, individual attention and community. This palette is dominant in all materials produced by Living Beyond Breast Cancer. Berry PMS 228 R 131 G 0 B 81 C 15 M 100 Y 11 K 41 HEX #8f1d59 Single-Color Use When two-color printing is not an option, the following rules apply with regard to the logo: an all-white logo should be used on dark backgrounds. an all-berry color logo should be used on light backgrounds. If limited to only one color, an all-berry logo should be used. an all-gold logo is never an option for single-color use. Gold PMS 130 C / PMS 7549 U R 240 G 171 B 0 C 2 M 30 Y 100 K 0 HEX #f4a71c Note: When color is not an option, the logo should be produced in black or reversed out to white. For offset printing in two colors on uncoated paper, the gold PMS color is 7549. This is the ONLY time that PMS 7549 should be used. Living beyond breast cancer Brand Guide 7

reach & raise Formats Either format below is used for branding. Selection should be based on available space. The formats below should be used for all external publicity, marketing efforts and by partners, sponsors, individuals and organizations who are promoting the event on behalf of LBBC. No changes can be made to the size of the LBBC logo or its relationship to the Reach & Raise mark. Stacked Horizontal Clear Space (minimum requirement) The mark requires equal clear space around all four sides in order to minimize distraction caused from surrounding type or graphics. Whenever possible, increasing the clear space beyond what is outlined below is preferred. Living beyond breast cancer Brand Guide 8

reach & raise Sizing The stacked mark should not appear smaller than 2.25 wide. The horizontal mark should not appear smaller than 3.5 wide. Smaller sizes will compromise the legibility of the LBBC logo. The mark is scaled proportionately without distortion. Stacked 2.25" Horizontal 3.5" Scaling The mark is scaled proportionately without distortion. Stretching or compressing is never acceptable. Living beyond breast cancer Brand Guide 9

reach & raise Background The mark always appears on a white background for maximum legibility. Color patterns and backgrounds will compromise the integrity of the mark and its effectiveness. In situations where the background cannot be controlled, the mark should appear in one color only white logo on dark backgrounds and berry logo on light backgrounds. If black is the only option for printing, berry should be substituted for black. One-color logos can be provided upon request. YOGA for a reason YOGA for a reason Living beyond breast cancer Brand Guide 10

reach & raise Single-Color Use When three color printing is not an option, the following rules apply with regard to the mark: An all-white mark should be used on dark backgrounds. An all-berry (at 100%) mark with no gradations should be used on light backgrounds. This is required because of the co-branding. If limited to only one color, an all-berry (at 100%) mark with no gradations should be used. An all-gold mark is never an option for single-color use. Note: When color is not an option, the mark should be produced in black or reversed out to white. YOGA for a reason YOGA for a reason Living beyond breast cancer Brand Guide 11