Why Brand?
A brand is about creating an experience. More directly, it’s the public’s first impression of an organization. It’s more than a name and a recognizable logo. It evokes a memory or an emotion that grabs people’s attention. A brand is an organization’s personality and identity. Every organization has an identity, whether it is intended or not. If we do not shape our identities, others will. Brands are a visual and verbal expression of an organization’s mission, vision and values. They go beyond a marketing campaign, printed brochures or social media messages. A brand encompasses an organization’s culture (who you are), service descriptions (what you do), its mission and vision (where you are going) and values (why you matter). A strong brand sends a powerful message and maximizes visibility. It engages people and communities, by telling a compelling story about why an organization exists and how it makes change. As a result, the organization strengthens its credibility and increases public trust.
Mission To enhance the quality of life for all Ottawa County residents through a strategic, coordinated, and systemic response to human services needs.
Objectives 1. 2. 3. 4. 5.
Identify System’s Gaps Using Data Coordinate and Facilitate New Collaborative Efforts Connect Community Resources Support Existing Collaboratives Communicate
Logo Use To maintain a consistent visual presence, the logo must maintain certain guidelines: • Never change the logo typefaces. • Never change the logo colors. Grayscale files are available. • Never compromise the legibility of the logo. • The logo is a single piece of art. Use only the original mark. • Do not adjust, modify, add to or recreate any element of the logo. • Always use as one unit. Do not separate the elements. • Placement is intended to vary based on usage. • PDF and JPG files are available for general use. • Other file types may be available upon request. • When scaling, make sure all size relationships remain intact.
Color Palette PANTONE® Cool Gray 8C
PANTONE® 427C C=0 R=220 M=0 G=221 Y=0 B=222 K=15
C=0 M=0 Y=0 K=60
Hex# dcddde
Hex# 808285
wheel image
R=128 G=130 B=133
COMMUNITY PANTONE® Cool Gray 10C
PANTONE® 164C C=0 M=62 Y=78 K=0
C=0 M=0 Y=0 K=75
R=255 G=128 B=65
Hex# 636466
Hex# ff8041
SPOKE
R=99 G=100 B=102
5 objectives
Brand Typography SPOKE
Trajan Pro 3 Regular
COMMUNITY GillSans Light Regular
Identify I Coordinate I Connect I Support I Communicate GillSans Light Regular