Pride Action North Brand Guidelines

Brand Guidelines

Contents

Page 1 Brand Overview

Page 2-6 Logo Type Construction

Page 7-9 Brand Typography

Page 10-12 Brand Colour Palette

Page 13 Graphic style

Page 14-15

Social Media Cover photos

Page 16-17

Photography Style

Page 18-19

Stationery

Pride Action North is a charity which strives to make the North of England a safer, more inclusive and accepting place for everybody to live, particularly members of the LGBTQIA+ community.

As a non-judgmental organisation, we provide high levels of support and guidance to encourage people to be their authentic selves, and we empower people by providing the tools for our communities to build acceptance and achieve visibility.

By working closely in collaboration with other organisations, we take a holistic approach to providing support for individual needs, we educate and raise awareness of issues our communities face on a daily basis and we open our arms to all and celebrate diversity.

Established by volunteers in 2017 as Northumberland Pride to initially host a protest march and celebration event for people living in a large, rural county but with limited access to Pride events, the organisation has developed significantly to become a leader in providing support services to LGBTQIA+ people throughout the North East, and beyond.

Brand Overview

In 2023, the charity underwent a major rebrand to better encapsulate the role it plays in the region, which resulted in the change of name to Pride Action North.

Pride; the messages from the global Pride movement which started through protests for gay rights in the US in 1969 is fundamental to what we stand for as an organisation - giving LGBTQIA+ people a voice and celebrating their rights to be their authentic selves.

Action; we are not just an organisation which shouts about things - we are a charity which acts positively for the benefit of everyone we encounter. We o er bespoke support services to ensure that the people who need our services are given the highest levels of support and advice to make them feel accepted for who they truly are.

North; while we are headquartered in Northumberland, our reach is much more far-reaching. We work with people and organisations throughout the North East and we have the scope to work wider across the entire North of England.

Carrying out this important work in collaboration with partner organisations, Pride Action North has ambitions to end discrimination in all its forms.

Logo type Construction

Full and single colour linear version 1

For the first 12 - 18 months following the rebrand the formerly known as Northumberland Pride must be present in all representations of the logo.

Logo type Construction

Full and single colour linear version 2

Formerly known as

This version of the logo should be used when balance and space are required within a piece of design work or when being overlaid.

Stacked versions

Logo type Construction

Full and single colour social media icons

Formerly known as

Logo type Construction

Other logo variations

These darker/grayscaled options should only be used when the full colour primary logo isn’t suitable for use on lighter backgrounds.

Formerly known as

Formerly known as

Formerly known as

Logo type Construction

Logo rules

It will be necessary to increase and decrease the size of the logo for various applications. Always keep the logo in proportion (press shift when rescaling) and ensure it is always legible.

Please do not:

• stretch, squash or distort

• change the font

• change the layout

• change the colours

• use as a transparency

• change the scale

Exclusion Zone

Ensure that text or other objects do not encroach upon our logo. The marked space should always be given to allow the logo space. (5mm all around)

35.8mm(w)

15mm(h)

The logo should NOT be used any smaller than the dimensions stated above.

Typography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces personality and ensures clarity and harmony in all communications.

For Pride Action North’s primary font we have selected Co.

It is a sturdy, low contrast, geometric, highly legible sans serif typeface very well suited for any display and text use.

Brand Typography

Filson Soft, our selected secondary font, perfectly complements our primary font Co. Its bold, rounded form, reinforces the soft, friendly and supportive nature of what Pride Action North stands for.

Filson Soft should be used to contrast Co, for example if Co bold is used then Filson Soft Pro Light should be used alongside it.

Both fonts can be accessed via the Adobe fonts manager which is included with any Adobe package and can be found here:

Co - https://fonts.adobe.com/fonts/co

Filson Soft - https://fonts.adobe.com/fonts/filson#fonts-section

PRIMARY: CO

Brand Typography

Primary Font

DESIGNER:

DALTON MAAG

THE FONT Co is a sans serif design with rounded terminals and an underlying geometric structure. With variations for Text and Headline, it combines beauty with functionality across multiple writing systems.

EXTRA CO TYPE EXAMPLES

Brand Typography Secondary

Usage

Suggestions of hierarchy for other materials are:

Headlines: Filson Soft Black

Titles: Filson Soft Medium

Subtitles: FilsonSoftBook

Body text: Filson Soft Light

Other brand colours can be used where appropriate.

Brand Colour Palette

Primary Colour

Palette

Colour plays a vital part in our brand’s visual identity. The Pride Action North colour palette is full of lively, complementary and gender neutral colours with an uplifting and revitalising nature.

The colours were chosen due to their rich, complementary and striking tones. All primary colours are used within the full colour logo design in separate gradientswhichmakesuptheicon,creatingflowand movement.

Usage

The Primary colours should be used strategically within any design as they are stand alone colours, so should be used either against a white or dark grey backdrop, or themselves with white overlaid. This stands for all internal and external representation of the business.

Colour Codes

CMYK

RGB

Colour tones

RGB

Colour tones

Orange

: C000 M066 Y098 K000 RGB : R252 G120 B031 Web : #FC781F

Brand Colour Palette

Colour Codes

CMYK : C024 M002 Y100 K000

Secondary Colour Palette

The Secondary colours selected are purely to complementto the primary colours and should be used sparingly and should appear in less than 30 percent of the overall palette in one piece.

Usage

These colours should be used to accent and support the primary colour palette. A good use of these colours would be to introduce pattern/texture and iconography.

RGB : R206 G216 B005

Web : #CED805

Tones

Colour Codes

CMYK : C019 M078 Y000 K000

RGB : R211 G087 B179

Web : #D357B3

Tones

Colour Codes

CMYK : C047 M036 Y036 K017

RGB : R126 G130 B131

Web : #7E8283

Tones

Gradient

Thisgradientisspecifically created to combine all of the primary brand colours in one place, to create harmony within the logo icon representing collaboration and unity.

The strategic and creative use of colour as well as creating a suitable space for the logo creates a strong and professional brand presence

Graphic Style

Social Media Cover photos

Social Media Cover photos

Photography Style

Photography Style

Stationery Business Card options

A direct print to a real bamboo card, with bespoke QR code for phones that aren’t compatible with NFC technology. All cards are personalisable with individual details.

Supplier is: https://v1ce.co/products/v1ce-bamboo-cards