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BRAND BOOK


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HOW TO USE THIS BOOK

This book is a reference manual for anyone who is looking to represent the H.E.A.T. brand. It has three purposes: to reaffirm our values, to outline our personality and visual traits, and to provide cohesive communication across the brand.


Designed By: Emily Hom-Nici Contributed by: Travis Sanders H.E.A.T. Establishment heatestablishment.com Summer 2013


contents BRAND OVERVIEW // 6 OUR BRAND // 9 Our Purpose The Ideal Member Our Identity Our Personality OUR LOOK & FEEL // 19 Logo Specifications Typography Colors Internal Communication


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TURNING UP THE H·E·A·T Our new brand is all about revamping everything we’ve built thus far. The difference will be obvious, visually, just by looking at our new wordmark and logo, but the change is more than just skin-deep. We believe it will be just as apparent as you look at the organization. The new H.E.A.T. is more unified than years past and is even more driven. H.E.A.T. is established now, and we’re ready to take the world by storm; stoking the fires and reaching out farther than to make our world better. Global H.E.A.T.ing is real, are you ready?


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OUR BRAND


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// OUR BRAND


OUR PURPOSE H.E.A.T. is a student service organization dedicated to improving humanitarian, environmental, and animal welfare issues through Positive Activism. H.E.A.T. never demonizes. H.E.A.T. always rises.


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// OUR BRAND


THE IDEAL MEMBER The ideal member of H.E.A.T. is a dedicated individual. What fuels this dedication is passion, it is the essence of our organization and is essential for our members to possess. It is passion that drives innovation, creativity, and positivity. This student is an open-minded individual, steadfast in his/her beliefs, but always willing to listen to others’ views and accept them regardless of differences of opinion. The ideal HE.A.T.ster has a lot on their mind, always conscious of local issues and thinking of ways to support positive change. Likewise, the ideal H.E.A.T.ster is also globally oriented, aware that H.E.A.T. has the ability to help people thousands of miles away, and will refuse to let distance be an insurmountable obstacle to helping those in need. This person is a game changer, forward thinking while being a responsible leader for those in the organization and an excellent representation of the organization outside of H.E.A.T.


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// OUR BRAND


OUR IDENTITY H.E.A.T.'s identity is the alignment of what people see, hear, read, experience, and think about H.E.A.T. as an organization. This is what we want to be known for and deliver habitually. • Positive activism • Consistently creative ventures • Meaningful service projects • Passionate awareness campaigns • Non-demonizing programs • Responsible actions • Respectful of opinions


PO S I T IV E

S U CC E SSFUL

D ED I CAT ED

PA S S I O N AT E

L E A DER SHIP

RESPONSIBLE

IN N OV AT IV E

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// OUR BRAND


OUR PERSONALITY H.E.A.T. has a unique personality. We are fun and creative while nurturing a family-like group dynamic. Together, we strive to personify attributes such as: • Positivity • Dedication • Responsibility • Inventiveness • Leadership • Successfulness Passion dictates our every action — it is what drives us every step of the way.


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OUR LOOK & FEEL Our new look and feel is streamlined, updated, and sophisticated — while still keeping in tune with H.E.A.T.'s unique personality. With this new look, we are striving to create a consistant and more tangable H.E.A.T.


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Lo g o S pec ificati on s


LO G O S Our revamped logos includes the streamlined Human, Environmental, Animal, and World symbols contained together in a circle. This represents each of the committees working together to create our power-house organization. The "plus sign" located in the center illustrates the core of the establishment — positivity. We also raised the dots to not only update the look but also to show that H.E.A.T. stands for something and is more than an ordinary acronym. *The logos in H.E.A.T. Green is the primary state for the logos to be colored. Only use the gray versions of the logo when necessary.

22 // OUR LOGO


VARIATIONS


SP AC ING It is important to allow the logos to breath and not be obstructed by their surroundings. Always provide space around the outermost edges of each of the logo variations. Here is how the minimum amount of space can be determined.

24 // OUR LOGO


SI Z E S These sizes illustrate the smallest size these logos should ever be. These sizes are required to preserve the integrity and readability of the logo in multiple situations.

MINIMUM ACCEPTABLE SIZES

1 in.

他 in.

1他 in.

26 // OUR LOGO


S I ST E R C H APT E R S As H.E.A.T. expands to more schools, delineating the different sister chapters has become more important. Here are a few examples of Sister Chapter lockups.

TEXAS A&M UNIVERSITY

AUSTIN C OLLEGE


UN AC C E P T A B L E VA R IAT I O N S When creating a logo for a brand, much thought and detail goes into every aspect of the mark. Try to respect the mark in its current form to the fullest. Here are a few variations of the logo that display incorrect use of the logos.

COLOR CHANGES STRAYING FROM COLOR PALETTE

BASELINE PERIODS

REARRANGING SYMBOLS

28 // OUR LOGO


ADDITIONAL RECTANGULAR BACKGROUND

ROTATING PARTS

LOGO AFTER LOGOTYPE

RETIRED LOGOS

*This list does not represent all of the possible misuses of the logo.


Dear Samantha, You probably haven't heard of them master cleanse next level trust fund. Plaid blue bottle fingerstache disrupt occupy mlkshk. VHS Odd Future trust fund pour-over ethnic. Sed dreamcatcher aesthetic fingerstache irure scenester pitchfork, exercitation kogi labore vinyl. Placeat fixie dolor, typewriter next level wolf hoodie sint leggings. IPhone polaroid mumblecore, assumenda et odio gluten-free High Life trust fund freegan master cleanse stumptown Godard shabby chic. Neutra Truffaut nihil, +1 shabby chic artisan iPhone biodiesel cred photo booth YOLO non cornhole wolf. Etsy messenger bag scenester, next level small batch Marfa deep v post-ironic Brooklyn reprehenderit Bushwick exercitation consectetur. Intelligentsia artisan helvetica accusamus, pickled viral ugh culpa veniam. Literally selvage quis anim, roof party try-hard master cleanse Marfa retro pug High Life. Bespoke lo-fi ea, mixtape incididunt reprehenderit farm-to-table tofu minim excepteur narwhal pariatur aute esse flannel. American apparel +1 High Life, roof party sunt ad reprehenderit fingerstache before they sold out elit kogi voluptate cred. Sriracha Brooklyn Marfa polaroid Portland. Mumblecore fanny pack twee quis literally duis aute, typewriter esse proident kogi freegan messenger bag commodo. Actually readymade seitan, literally trust fund tousled ethical before they sold out. Nostrud photo booth pop-up Austin Echo Park officia. Before they sold out vegan Williamsburg sunt Neutra. IPhone american apparel pop-up organic, deserunt gluten-free vinyl Terry Richardson tattooed readymade incididunt aliqua. Pug Odd Future biodiesel Echo Park, ugh gentrify blog stumptown vero organic. Kale chips Marfa Odd Future tumblr do, adipisicing nostrud. Beard single-origin coffee adipisicing Austin kale chips keffiyeh Truffaut. Thank you, John Smith

H.E.A.T. ESTABLISHMENT 601 UNIVERSITY DRIVE, BOX 4543 SAN MARCOS, TEXAS 78666

30 // OUR LOGO

JOHN SMITH

HUMAN COMMITTEE DIRECTOR

512.345.6789 JS2013@TXSTATE.EDU HEATESTABLISHMENT.COM


O H , T H E P O SSI B IL I T IE S

HUMA N EN VIRONM

EN TA L ANIMAL

T EA M


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t yp og rap hy


T YP O GRAPHY Typography is a huge part of the look & feel of a brand. Nexa Light, tracked out (spaced out) is our main heading style. This is paired with Open Sans which has many different weights. Expletus Sans is used primarily in the logos where Human-Environmental-Animal-Team is written out. Try to use these fonts when conducting all written H.E.A.T. business.

34 // TYPOGRAPHY


NEXA LIGHT ABC abc 123 ( A L L C A P S & T R A C K I N G AT 2 0 0 )

Nexa Light in caps is primarily used for headings and sub headings. This font can be downloaded at http://fontfabric.com/nexa-free-font/.

EXPLETUS SANS Expletus Sans is solely used for headings. This display font should be used very sparingly. It can be found at http://www.google.com/fonts/ specimen/Expletus+Sans

Open Sans Open Sans is used primarily for paragraph type and body copy. Its many weights make it usable in many situations. This font can be found at http://www.google.com/fonts/specimen/ Open+Sans

ABC 123

ABC abc 123


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c o l ors


C O LO R S We have matured our color palette to a specific color green & a dark charcoal gray — instead of black & green. White and black may be used as accent colors, but our "H.E.A.T. Green" and Gray are the primary colors. There are also sub-colors for the committees.

ENVIRO GREEN SCREEN

PRINT

R 4 G 188 B 179

C 77% M 0% Y 96% K 0%

HEX #04BC4F

TEAM LIGHT GRAY SCREEN

PRINT

R 117 G 118 B 120

C 56% M 47% Y 45% K 11%

38 // COLORS

HEX #757678


SCREEN

PRINT

HEX

R 148 G 213 B 0

C 46% M 0% Y 100% K 0%

PANTONE 375C

H.E.A.T. GREEN PANTONE 375C

#94D500

DARK H.E.A.T. GRAY PANTONE 425C PRINT

R 84 G 87 B 89

C 65% M 56% Y 53% K 29%

HEX #545759

HUMAN BLUE SCREEN

PRINT

R 0 G 170 B 171

C 77% M 10% Y 37% K 0%

HEX #00AAAB

ANIMAL ORANGE SCREEN

PRINT

R 249 G 161 B 30

C 0% M 42% Y 98% K 0%

HEX #F9A11E

PANTONE 425C

SCREEN


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intern al c o m mu n icati on s


EMAIL S I G N AT URE S

When composing or participating in email conversations, executives should include a signature with information consistent with this.

42 // INTERNAL COMMUNICATIONS


____________

John Smith

Human Committee Director 985.285.2498 H.E.A.T. - Texas State University heatestablishment.com

____________

John Smith

Human Committee Director H.E.A.T. - Texas State University heatestablishment.com


Dear Samantha, You probably haven't heard of them master cleanse next level trust fund. Plaid blue bottle fingerstache disrupt occupy mlkshk. VHS Odd Future trust fund pour-over ethnic. Sed dreamcatcher aesthetic fingerstache irure scenester pitchfork, exercitation kogi labore vinyl. Placeat fixie dolor, typewriter next level wolf hoodie sint leggings. IPhone polaroid mumblecore, assumenda et odio gluten-free High Life trust fund freegan master cleanse stumptown Godard shabby chic. Neutra Truffaut nihil, +1 shabby chic artisan iPhone biodiesel cred photo booth YOLO non cornhole wolf. Etsy messenger bag scenester, next level small batch Marfa deep v post-ironic Brooklyn reprehenderit Bushwick exercitation consectetur. Intelligentsia artisan helvetica accusamus, pickled viral ugh culpa veniam. Literally selvage quis anim, roof party try-hard master cleanse Marfa retro pug High Life. Bespoke lo-fi ea, mixtape incididunt reprehenderit farm-to-table tofu minim excepteur narwhal pariatur aute esse flannel. American apparel +1 High Life, roof party sunt ad reprehenderit fingerstache before they sold out elit kogi voluptate cred. Sriracha Brooklyn Marfa polaroid Portland. Mumblecore fanny pack twee quis literally duis aute, typewriter esse proident kogi freegan messenger bag commodo. Actually readymade seitan, literally trust fund tousled ethical before they sold out. Nostrud photo booth pop-up Austin Echo Park officia. Before they sold out vegan Williamsburg sunt Neutra. IPhone american apparel pop-up organic, deserunt gluten-free vinyl Terry Richardson tattooed readymade incididunt aliqua. Pug Odd Future biodiesel Echo Park, ugh gentrify blog stumptown vero organic. Kale chips Marfa Odd Future tumblr do, adipisicing nostrud. Beard single-origin coffee adipisicing Austin kale chips keffiyeh Truffaut. Thank you, John Smith

H.E.A.T. ESTABLISHMENT 601 UNIVERSITY DRIVE, BOX 4543 SAN MARCOS, TEXAS 78666

44 // INTERNAL COMMUNICATIONS


P A P E R SYS T E M When writing, any physical letters should be typed on the official H.E.A.T. Stationary to keep a professional and cohesive look. Other elements of our paper system may include business cards, envelopes, etc. Here is an example.

id blue bottle hnic. Sed dreamore vinyl. Placeat umblecore, umptown diesel cred photo

c Brooklyn ica accusamus, d master cleanse farm-to-table +1 High Life, roof ate cred. Srirarally duis aute,

d out. Nostrud iamsburg sunt Terry Richardson ugh gentrify blog nostrud. Beard

JOHN SMITH

HUMAN COMMITTEE DIRECTOR

512.345.6789 JS2013@TXSTATE.EDU HEATESTABLISHMENT.COM


Visit here to reach all of the conference resources including this book & future H.E.A.T. documents. http://tinyurl.com/mm2wugc


© 2013


H.E.A.T. Establishment Brand Book