Building Bonds

Brand Guidelines

Table of Contents 01

02

Introduction

Brand Identity

03

Brand Colors

About Us

02

Primary Logo

08

Brand Colors

16

Mission

03

Clear Space + Min. Size

09

Neutral Colors

17

Vision

04

Secondary Logo

10

Color Pairings

18

Brand Personality

05

Clear Space + Min. Size

11

Voice and Tone

06

Icon

12

Clear Space + Min. Size

13

Logo Misuse

14

04

05

Typography

Brand Imagery

06

Brand In Use

Brand Typefaces

20

Photography

23

Identity Application

26

Rules and Hierarchy

21

Photo Treatment

24

Website Design

27

Social Media Advertising

28

Bus Wrap

29

Building Bonds Brand Guidelines

01

Introduction

1

Building Bonds Brand Guidelines

Introduction • 2

About Us Created in 2024, Building Bonds is a

Providing easily accessible childcare that is

nonprofit organization that was created

convenient and flexible ties hand in hand

with the mission to empower Indiana

with our mission to empower single mothers

single mothers through childcare support.

to excel in their careers without having to

Too often, mothers must make job decisions

worry about their children’s’ wellbeing.

based on childcare considerations rather than in the interest of their financial situation or career goals.

Building Bonds provides childcare onsite at our locations across Indiana from certified volunteers while also compiling outside childcare resources in one simple place to make finding childcare for single mothers as quick and easy as possible – we know that time isn’t always easy to come by when it comes to raising children!

Building Bonds Brand Guidelines

Mission Our mission is to support Indiana single mothers by providing childcare resources and programs to help their children and themselves thrive.

We strive to alleviate the stresses of finding childcare, enabling mothers to pursue personal and professional growth while nurturing their children’s well-being.

Introduction • 3

Building Bonds Brand Guidelines

Vision

Our vision is to ensure that across Indiana, single mothers are embraced by a supportive community and equipped with the resources to nurture their children with love and confidence.

Introduction • 4

Building Bonds Brand Guidelines

Introduction • 5

Brand Personality Helpful

Approachable

Our main goal is to make finding childcare resources

One of the main problems with government provided

accessible and easy! We strive to be as helpful as we

childcare is confusing and inaccessible language that is

can while assisting single mothers in any way possible

used. Our goal is to make this experience easy for mothers

throughout this campaign.

from all backgrounds.

Accessible

Friendly

We care about providing support to all single mothers

Visual branding is made to feel as friendly and inviting as

in need.

possible to make viewers feel at ease.

Building Bonds Brand Guidelines

Brand Elements • 6

Voice and Tone Our voice and tone are the verbal counterpart

Write simply, but not too simplistically. Everyone should be

to our brand’s visual look and feel. The way

able to understand the information presented.

we present Building Bonds to audiences has a huge influence on how they feel about us.

Don’t write in all caps. Building Bonds aims to be friendly and

Building Bonds’ voice is trustworthy,

Get straight to the point and focus your message. Tell viewers

inspiring, clear, confident, and passionate.

what they need to know in a clear and concise way.

welcoming, not accusatory or stressful.

Use casual, but not informal language. We are an accessible organization, but we are still professionals!

Use Oxford commas. Always place a comma before the final item in any list of three or more items.

Writing should be optimistic and hopeful. We believe in growth and positive change. The tone should never be negative, uncooperative, or apathetic.

Building Bonds Brand Guidelines

02

Brand Identity

7

Building Bonds Brand Guidelines

Primary Logo The primary logo is a key aspect of the brand and shows the core values of. Building Bonds.

The logo is never intended to be redesigned under any circumstances.

The horizontal orientation of the Building Bonds logo is the primary orientation that will be used in brand materials. Children’s building blocks represent the community, teamwork, and personal growth that will be built in Building Bonds while the rounded type, corners, and calming colors create an inviting atmosphere for the brand. This logo is integral to Building Bonds.

Brand Identity • 8

Building Bonds Brand Guidelines

Brand Identity • 9

Primary Logo: Clear Space The space around a logo is just as important as the logo itself. This space must remain free from other copy to ensure that the logo is not obscured. This space is equal to the cap height of the uppercase B in Filson Soft.

The same free space applies when the logo is used in the secondary form. Nothing can be put here, including text, drawings, photographs, or any other media. Space around the logo enhances its appearance and helps to position it correctly.

Minimum Size Print = 1” Digital = 96 px

Building Bonds Brand Guidelines

Secondary Logo Our primary logo is our most important symbol when representing our brand.

However, the secondary logo can be used when a vertical orientation is needed. This is reserved for use when the logo needs to be more compact while still representing Building Bonds’ brand values.

Brand Identity • 10

Building Bonds Brand Guidelines

Brand Identity • 11

Secondary Logo: Clear Space Just like the primary logo, the vertical logo also needs ample clear space around it.

This space is equal to the cap height of the uppercase B in Filson Soft.

Nothing can be put here, including text,

Minimum Size

drawings, photographs, or any other

Print = 1”

media. Space around the logo enhances its

Digital = 96 px

appearance and helps to position it correctly.

Building Bonds Brand Guidelines

Icon Our primary logo is our most important symbol when representing our brand.

However, the logo icon can be used when a small size or an icon without the context of the brand name is needed. The logo icon still represents Building Bonds’ brand values.

Brand Identity • 12

Building Bonds Brand Guidelines

Brand Identity • 13

Icon: Clear Space Just like the primary logo, the logo icon also needs ample clearspace around it. This space is equal to the height of the middle block of the icon.

Nothing can be put here, including text, drawings, photographs, or any other media. Space around the logo enhances its appearance and helps to position it correctly.

Minimum Size Print = 0.5” Digital = 48 px

Building Bonds Brand Guidelines

Brand Identity • 14

Logo Misuse Building Bonds Do not change the typeface

Do not change the colors of

Do not rearrange the

of the logo

the logo

elements of the logo

Do not stretch the logo in

Do not create outlines of the

Do not add any effects to the

any direction

logo elements

logo, including drop shadows

Building Bonds Brand Guidelines

03

Brand Colors

15

Building Bonds Brand Guidelines

Brand Colors • 16

Brand Colors This is the primary color palette for Building Bonds. These colors have been taken from the logo and modified to have a light and dark variant to comply with WCAG guidelines while still conveying compassion, growth, and relaxation. Color pairings to maximize

HEX: b24f68 RGB: 178 79 74 CMYK: 27 81 44 6

HEX: 2e7470 RGB: 46 116 112 CMYK: 82 37 54 15

HEX: 6b7c35 RGB: 107 124 53 CMYK: 60 34 100 16

HEX: e08c9b RGB: 224 140 155 CMYK: 9 54 24 0

HEX: 6bb5b0 RGB: 107 181 176 CMYK: 58 10 33 0

HEX: b8cb80 RGB: 184 203 128 CMYK: 31 7 63 0

HEX: f6ebea RGB: 246 235 234 CMYK: 2 7 4 0

HEX: d6edea RGB: 214 237 234 CMYK: 15 0 8 0

HEX: eaedd7 RGB: 234 237 215 CMYK: 8 2 17 0

readability will be covered in this guide. Use only the primary color palette when creating assets for the brand identity.

Building Bonds Brand Guidelines

Brand Colors • 17

Neutral Colors This is the neutral color palette for Building Bonds. These colors are intended to be used when color cannot be implemented or in conjunction with the primary color palette for readability concerning body text.

HEX: 404040 RGB: 64 64 64 CMYK: 68 61 60 47

HEX: 878787 RGB: 135 135 135 CMYK: 49 41 41 5

HEX: ffffff RGB: 255 255 255 CMYK: 0 0 0 0

Building Bonds Brand Guidelines

Brand Colors • 18

Color Pairings To keep information legible, specific color pairings have been approved for Building Bonds. These color pairings are approved for

Acceptable

Acceptable

Acceptable

Contrast ratio: 4.27:1

Contrast ratio: 3.85:1

Contrast ratio: 4.45:1

Acceptable

Acceptable

Acceptable

Contrast ratio: 4.98:1

Contrast ratio: 4.6:1

Contrast ratio: 5.45:1

Acceptable

Acceptable

Acceptable

Contrast ratio: 8.88:1

Contrast ratio: 8.68:1

Contrast ratio: 8.47:1

Not for web

Not for web

Not for web

Contrast ratio: 2.5:1

Contrast ratio: 1.76:1

Contrast ratio: 2.36:1

use and can be used with text and imagery.

Note: WCAG 2.0 level AA web accessibility guidelines require a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text.

The last three color combinations may be used for large text in print materials, but not web based materials to adhere to WCAG guidelines and preserve legibility.

Building Bonds Brand Guidelines

04

Typography

19

Building Bonds Brand Guidelines

Typography • 20

Brand Typefaces Our primary typeface is Filson Soft, a

Primary Typeface

rounded and friendly sans serif used for

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz

headings and subheadings.

Our secondary typeface is Montserrat, a simple and legible sans serif used only for body copy.

Salted is an accent typeface, used for adding a personal and unique touch to our branding materials. Salted should be used sparingly.

Filson Soft

Secondary Typeface

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz Montserrat Regular

Accent Typeface

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz Salted

Building Bonds Brand Guidelines

Typography • 21

Rules and Hierarchy Typefaces should be used according to the rules shown here.

Subheads should always be 70% of the header. Body copy should always be 28% of the header.

Header

Subhead

Typeface: Filson Soft

Typeface: Filson Soft

Weight: Black

Weight: Medium

Leading: 120%

Leading: 125%

Kerning: Optical

Kerning: Optical

Tracking: 0

Tracking: 25

Accent Type

Body Copy

Typeface: Salted

Typeface: Montserrat

Weight: Regular

Weight: Regular

Leading: 120%

Leading: 130%

Kerning: Optical

Kerning: Optical

Tracking: -5

Tracking: 10

Our mIsSiON

Learn more about us!

Our mission is to support Indiana single mothers by providing childcare resources and programs to help their children and themselves thrive.

We strive to alleviate the stresses of finding childcare, enabling mothers to pursue personal and professional growth while nurturing their children’s’ well-being.

Building Bonds Brand Guidelines

05

Brand Imagery

22

Building Bonds Brand Guidelines

Photography Photography is an essential element of Building Bonds. When choosing photography to include in branding materials, follow these guidelines:

Women and children from diverse racial and socioeconomic backgrounds Children of various ages, not only toddlers, babies, and newborns A strong connection between the mother and child Realistic backgrounds, candid photos

Brand Imagery • 23

Building Bonds Brand Guidelines

Photo Treatment To keep text on photography legible, use a gradient to achieve adequate contrast.

Brand Imagery • 24

Building Bonds Brand Guidelines

06

Brand In Use

25

Building Bonds Brand Guidelines

Identity Application Keeping Building Bonds’ identity application consistent preserves the professional feel of the brand. From left to right: letterhead, business card, and envelope.

Brand In Use • 26

Building Bonds Brand Guidelines

Website Building Bonds’ website is crucial when it comes to giving the audience more information and maintaining a central hub for all resources. Maintain consistent and WCAG-compliant color combinations and photos with appropriate subjects.

Brand In Use • 26

Building Bonds Brand Guidelines

Social Media Social media posts are an essential part of Building Bonds’ marketing. Make sure to use accessible language in these posts and adhere to Building Bonds’ guidelines.

Content will include mom spotlights, ways to get involved with Building Bonds, inspiring quotes, statistics detailing why our work is important, and community events.

Brand In Use • 26

Building Bonds Brand Guidelines

Bus Wrap Public bus vehicle wraps help spread Building Bonds’ message to individuals who use public transportation as well as onlookers that live or work nearby. A QR code should always be present along with contact material that can direct interested viewers to Building Bonds’ resources.

Brand In Use • 26

Building Bonds Brand Guidelines

If you have any questions, please contact the designer: Annika Schaller annikaeschaller@icloud.com (765) 748 4871

Thank You!

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