brand_book_template

SOLDIER OF LOVE FOUNDATION

B R A N D I D EN T I T Y S TA N DA RDS & P RO CE S S

Ver si o n 1.0

SOLDIER OF LOVE FOUNDATION O ut o f a b us e a nd i nto a n ew life

Soldier of Love Foundation

Table of Contents

Profile

1

Organization Overview 1.1

Objectives and Criteria 1.2

Design

2

Sketch Process 2.1 Brand Signature 2.2

System

3

Applications

4

Logo Clearspace 3.1

Website 4.1

Color Backgrounds/Interactions 3.3

Stationery 4.3

Brand Colors 3.2

Social Media 4.2

Brand Misuse 3.4

Envelopes 4.4

Type Hierarchy 3.6

Outdoor Graphics 4.6

Typography 3.5

Imagery and Motifs 3.7

Branded Materials 4.5

Headquarters 4.7

Brand Animation Storyboard 4.8

1.

PROFILE

Soldier of Love Foundation

Organization Overview

Existing Brand Identity

Nonprofit Mission/Purpose To bring together organizations and people committed to ending the vicious cycle of domestic violence and sexual assault. Moreover, we create social change by addressing the root causes of violence and we promote social justice, safety. and healing for survivors.

Vision & Values We are passionate about making a lasting impact in the Philadelphia area and helping individuals heal and restore their lives. Our goal is to make sure that those affected have the resources, support and information they need to create a better future.

Who is your target audience?

We strive to help women, men and children of all ages who have been affected by domestic abuse.

Existing Website

Kinds of programming?

Several of their many services that they provide to the community include self defense courses, legal support, referral services, counseling and community events

What is your nonprofit’s personality?

They are loving, active and diligent.

Tone of voice They are strong, confident and empowering

Nonprofit competitors Women Against Abuse - Aids women suffering, noted for their support of racial justice and the LGBTQ+ community.

Safe + Sound - Prevents and responds to domestic and sexual violence with programs that provide safety, support and education for individuals, families and the community.

Profile

1.1

Soldier of Love Foundation

Objectives and Criteria The objective with this brand redesign is to create a consistent and cohesive visual identity for the Soldier of Love Foundation.

The design of the new brand identity was weighed against the following objectives and criteria.

Profile

The brand identity should connote:

In make-up, it should be:

Engagement

Timeless

Education

Flexible

Empowerment

Welcoming

Encouragement

Strong

1.2

2.

DESIGN

Soldier of Love Foundation

Sketch Process For the initial pencil sketch process, explorations into a singular logo wordmark vwere considered, before deciding on a logotype and symbol. A balancing contrast between the words “Soldier” and “Love” was explored. Select sketches were digitized and focus on the concept of a soldier. Soft type with bold icons and vice versa were created.

Soldier

SOL DIER OF Soldier of Love Foundation

Soldier of Love Foundation

So F

Soldier of Love Foundation

S LF Soldier of Love Foundation

Soldier of Love Foundation

Soldier of Love Foundation

Design

2.1

Soldier of Love Foundation

Final Brand Signature The first way to signify the presence of the Soldier of Love Foundation is with the primary brand signature, which is made up of the heart-shaped S symbol linked to Soldier of Love Foundation Logotype. It’s the clearest way to identify the brand visually, however in certain applications, the two can be separated. All communications should be signed off with this signature.

The S-heart shape is the main symbol of the Soldier of Love Foundation brand. By using the military stencil, it represents the strong dedication of the organization to putting an end to domestic abuse. The heart shape represents the support shown to victims. The color, Soldier Purple, is significant as it symbolizes both support for domestic abuse victims, and has ties to the military’s Purple Heart medal, given to wounded or killed soldiers. This duality gives the icon a strong and loving feel to it.

SOLDIER OF LOVE FOUNDATION Brand Signature

SOLDIER OF LOVE FOUNDATION Tagline Included

Design

Ou t of abu se an d in to a n ew lif e

2.2

3.

SYSTEM

Soldier of Love Foundation

Brand Identity Clearspace Clearspace is the minimum amount of space needed around the brand signature.This ensures legibility and prominence in any format. Clearspace is proportional to the height of the symbol (x) in the wordmark. Clearspace for the logotype is proportional to its own height (a).

SOLDIER OF LOVE FOUNDATION Out of abuse and into a new life

x

SOLDIER OF LOVE FOUNDATION SOLDIER OF LOVE FOUNDATION

System

3.1

Soldier of Love Foundation

Brand Colors The primary colors for all print and digital materials are Soldier Purple and Black. The secondary colors, Soldier Red and White, are used as accents for precise applications such as website features. Black should be used for rules and typography only, while White should be used for the signature and knockout type exclusively.

Primary

Soldier Purple

Black

CMYK

69 71 0 0

CMYK

0000

RGB

103 94 169

RGB

000

HEX

675ea9

HEX

000000

Secondary

Soldier Red

System

White

PANTONE

732 C

CMYK

0000

CMYK

100 56 42 13

RGB

255 255 255

RGB

208 237 320

HEX

231f20

HEX

948D84

3.2

Soldier of Love Foundation

Color Backgrounds

SOLDIER OF LOVE FOUNDATION

The brand signature accounts for light, medium, and dark backgrounds with 4 distinct colors. Light backgrounds should always use primary colors for application (Soldier Purple and Black).

Medium backgrounds will always use one color scheme (Black or White) with some exceptions. Dark backgrounds should always use Soldier Purple or White for application.

Light Backgrounds

Medium Backgrounds

Dark Backgrounds

System

SOLDIER OF LOVE FOUNDATION

SOLDIER OF LOVE FOUNDATION

SOLDIER OF LOVE FOUNDATION

SOLDIER OF LOVE FOUNDATION

SOLDIER OF LOVE FOUNDATION

SOLDIER OF LOVE FOUNDATION

SOLDIER OF LOVE FOUNDATION

SOLDIER OF LOVE FOUNDATION

SOLDIER OF LOVE FOUNDATION

3.3

Soldier of Love Foundation

Brand Misuse The brand must maintain visual consistency for maximum impact. Brand assets should be used as outlined in this guide and may not exist in any permutations or treatments shown on this page.

SOLDIER OF LOVE FOUNDATION Do not use colors outside those specified in this guide.

SOLDIER OF LOVE FOUNDATION Do not distort or stretch the signature.

SOLDIER OF LOVE FOUNDATION Do not reposition elements of the signature.

System

SOLDIER OF LOVE FOUNDATION Do not add a drop shadow to the signature.

L OV F O IER D L O S TION A D N FOU

Do not apply gradients to the signature.

E

Do no rotate the signature.

SOLDIER OF LOVE FOUNDATION Do not outline the signature.

SOLDIER OF LOVE FOUNDATION

SOLDIER OF LOVE FOUNDATION Do not misuse colors specified in this guide.

SOLDIER OF LOVE FOUNDATION Do not apply signature to complex backgrounds.

3.4

Soldier of Love Foundation

Typography Mr Eaves is the main font used in header and subhead typographic treatments. Effra is the primary font used in all body type. Impact is used only on advertizements.

For Headlines

For Body

For Advertisements

Mr Eaves Mod OT - Bold

Effra - Regular

Impact - Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Mr Eaves Mod OT - Reg

Effra - Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Mr Eaves Mod OT - Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Mr Eaves Mod OT - Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

System

3.5

Soldier of Love Foundation

Type Hierarchy Mr Eaves is used for the majority of primary text. Effra is used purely for the purpose of body text.

Headline Mr Eaves Mod OT - Bold

Subheadline Mr Eaves Mod OT - Regular Body text Effra - Regular

Secondary Subheadline Mr Eaves Mod OT - Light

System

Fight to End Abuse Get Involved Volunteer Soldier of Love Foundation Inc., we strive to create a safe and loving environment for people of all ages, backgrounds and circumstances. We provide resources and support to those in need, and believe in the power of love and kindness to make a real and lasting difference in people’s lives. Our volunteers are the driving force behind our organization, and we need more people to join us in our mission. If you’re passionate about helping others and want to make a difference, please consider reaching out and becoming a volunteer today.

3.6

Soldier of Love Foundation

Imagery

System

3.7

4.

APPLICATIONS

Soldier of Love Foundation

Website

Applications

4.1

Soldier of Love Foundation

Social Media

Instagram

X

8:30

Facebook

8:30

8:30

soldier_of_love_foundation

50

1,107

387

posts

followers

following

Follow Soldier of Love Nonprofit Organization Out of abuse and into a new life Soldier of Love Foundation | 1313 S 33rd St, Phila. soldieroflovefoundation.org

Soldier of Love

@solf Out of abuse and into a new life 1313 S 33rd St, Phila.

387

soldieroflovefoundation.org

1,107

Nonprofit Organization Soldier of Love @solf

Applications

See SOLF’s about info

4.2

Soldier of Love Foundation

Letterhead and Business Card

Applications

4.3

Soldier of Love Foundation

Business Envelopes

Applications

4.4

Soldier of Love Foundation

Branded Materials

Applications

4.5

Soldier of Love Foundation

Branded Materials (cont.)

Applications

4.5

Soldier of Love Foundation

Branded Materials (cont.)

Applications

4.5

Soldier of Love Foundation

Branded Materials (cont.)

Applications

4.5

Soldier of Love Foundation

Branded Materials (cont.)

Applications

4.5

Soldier of Love Foundation

Outdoor Graphics

Applications

4.6

Soldier of Love Foundation

Outdoor Graphics

Applications

4.6

Soldier of Love Foundation

Headquarters

Applications

4.7

Soldier of Love Foundation

Brand Animation Storyboard

1

2

3

4

5

6

SOLDIER OF LOVE FOUNDATION

Applications

SOLDIER OF LOVE FOUNDATION Ou t o f abu s e an d i n t o a n ew l i fe

SOLDIER OF LOVE FOUNDATION Ou t o f abu s e an d i n t o a n ew lif e

4.8