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BRAND STANDARDS MANUAL


CONTENTS

Brand Attributes

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THE LOGO Logos

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Clear Space

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Please Don’t...

8

THE COLORS & TYPE Colors 10 Typefaces 11 Type Sizes & Styles 12

THE SHAPE & PATTERN Shape: Layout 14 Shape: Color Choices 16 Shape: Scale & Proportions 17 Line Pattern 18

EXAMPLE MATERIALS Print Materials 20 Digital Materials 22 Advertising & Signage 24

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BRAND ATTRIBUTES

POLISHED    WARM     CONFIDENT This system features warm colors and a flexible shape that can be combined into patterns evoking community. The logo is a simple shape that is recognizable because of its rounded corners, acheived by “shifting the edge” of a rectangle. The various ways the shape can combine into a cohesive whole relates to Mattingly Edge’s mission of partnering together in community to build meaningful lives for their participants.

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THE LOGO

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LOGOS

The Mattingly Edge logo is a simple shape with two rounded corners. The main logo should be used in red-orange on a white background, white on any colored background, and black only when color is not possible.

The sub-brand logos for Edge Employment and Edge Events should be used in their respective colors only and may stand in place of the main Mattingly Edge logo where appropriate. They should be used in white on colored backgrounds and on black only when color is not possible.

On any colored background, use the alternate white versions of all logos.

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CLEAR SPACE

Whenever the Mattingly Edge and sub-brand logos are used, clear space should be left around the logo. The minimum amount of space should be equal to the space between the letter E and the edge of the shape.

The same rule applies to the sub-brand logos for Edge Employment and Edge Events.

Exception When the logo is used in a pattern, the clear space rules can be violated in order to maintain appropriate spacing within the pattern. See page 14 and following for more information on the pattern.

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PLEASE DON’T...

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Change the color of any logo to another brand color.

Violate clear space rules.

Use any colors outside the brand.

Use a colored logo on a colored background.

Switch the placement of any logo elements.

Use the Edge mark on its own without “Mattingly,” “Employment,” or “Events.”


THE COLORS & TYPE 9


COLORS

These are the brand colors along with the tints of gray that are recommended. When printing, use CMYK values rather than Pantone colors whenever possible.

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Red-Orange

Yellow

Blue

C 7 M 64 Y 71 K 0

C 8 M 35 Y 70 K 0

C 46 M 2 Y 29 K 0

R 228 G 121 B 85

R 232 G 172 B 99

R 137 G 203 B 191

HEX e57955

HEX e9ac63

HEX 88ccc0

Light Gray

Dark Gray

C 16 M 12 Y 13 K 0

C 42 M 34 Y 35 K 1

R 212 G 212 B 211

R 154 G 154 B 154

HEX d4d4d3

HEX 9b9b9a


TYPEFACES

Lato Hairline & Hairline Italic

Main Typeface

Lato Thin & Thin Italic

subhead, and body copy typeface in

Lato should be used as the heading, most cases.

Lato Light & Light Italic Lato Regular & Italic Lato Medium & Medium Italic Lato Semibold & Semibold Italic Lato Bold & Bold Italic Lato Heavy & Heavy Italic Lato Black & Black Italic PT Serif Regular & Italic

Serif Typeface

PT Serif Bold & Bold Italic

brand, to be used only when a serif font is

PT Serif is the alternate typeface for the needed for a formal communication.

Arial Regular & Italic

Email Typeface

Arial Bold & Bold Italic

where the font selection is limited. Do not

Arial is for MailChimp email newsletters use Arial in any other context.

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TYPE SIZES & STYLES

Use these type specifications for body copy on letterhead.

Print Body Copy: Lato Regular, 9/14, black Body Copy: Mattingly Edge helps citizens with disabilities in Greater Louisville thrive alongside their neighbors. By taking a holistic approach, they help with emotional, intellectual, spiritual, and physical needs.

These are the type styles built into the website.

Web Headline 1: 25 Lato Bold, size 15, leading 130%, orange

Headline 1: Support our mission. Web Body Copy: Lato Regular, size 16, 160% leading, black

Body Copy: Mattingly Edge helps citizens with disabilities in Greater Louisville thrive alongside their neighbors.

Beyond this, use whatever type sizes, styles, and colors make sense and do not violate other rules in the brand book. Take cues from the existing materials that have been designed.

When using any colored background, reverse all type in white.

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WHAT ABOUT TYPE ON COLORED BACKGROUNDS?


THE SHAPE & PATTERN 13


SHAPE: LAYOUT

When the rounded shape is used to form a pattern, the sharp corners should align in the middle. With a white background, no stroke should be added to the shape or to a photo cropped into the shape.

Do not align the secondary word in any logo in the middle of a shape.

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Do not align the rounded corners in the center of a pattern.

If the shape is used on a colored background, add a white stroke to it. When using a colored background, also add a white stroke to any photo cropped into a shape. The stroke weight will vary depending on the size of the shapes, but it should always be thick enough to be clearly visible.

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SHAPE: COLOR CHOICES

When using the shape in a pattern, don’t make two or more blocks the same color.

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SHAPE: SCALE & PROPORTIONS

When the shape is used to form a pattern, the radius of the rounded corners should be consistent for all the shapes. If a logo is included in the pattern, the radius should equal the radius of the logo.

=

Next to the logo, do not use a shape with a different radius.

Do not skew or distort the shape in any way, affecting the radius of the rounded corner.

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LINE PATTERN

The diagonal line pattern is an additional element in the brand materials and can be used as a horizontal rule or cropped into the rounded shape. On a white background, always use it in light gray.

The direction of the diagonal lines should always point into the rounded corners of the shape so that the rounded corners are visible.

Never put an additional stroke on a shape using the line pattern.

On any colored background, always use the line pattern in white. 18


EXAMPLE MATERIALS 19


PRINT MATERIALS

The print materials (a few are shown here) all use the pattern and colors in fun ways.

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This series of flyers serves as a quick introduction to various aspects of Mattingly Edge.

2016 TRAINING SERIES

A Meaningful Life

Business As ‘Un’usual

Investing In A Life

August 27 & 28

September 16

October 6

This workshop is designed for human

This workshop is designed for human

This workshop is designed for human

service workers, advocates, and family

service workers, advocates, and family

service workers, advocates, and family

members who support people with

members who support people with

members who support people with

disabilities to have a full and meaning-

disabilities to have a full and meaning-

disabilities to have a full and meaning-

ful life during the day. This workshop

ful life during the day. This workshop

ful life during the day. This workshop

is intended to provoke thought, help

is intended to provoke thought, help

is intended to provoke thought, help

to develop a vision from work to work,

to develop a vision from work to work,

to develop a vision from work to work,

inspire positive action, and give some

inspire positive action, and give some

inspire positive action, and give some

very concrete ideas with which to

very concrete ideas with which to

very concrete ideas with which to

implement supports.

implement supports.

implement supports.

LOCATION:

COST:

The Mattingly Center

$95/Person for one-day events

1520 Baxter Avenue, Louisville KY, 40205

$250/Team of three for one-day events

TIME:

$150/Person for two-day events $400/Team of three for two-day events

9:00 AM Registration 9:30 AM Workshop Begins

People with disablities and family members can request

Noon- Boxed Lunches Provided

sponsorship for any or all of the workshops from the

4:00 PM Workshop concludes

commonwealth council on developmental disabilities at:

REGISTRATION:

www.KYCCDD.com

Space is limited so register at your earliest convienence to

QUESTIONS:

insure your participation.

Contact Hope Leet Dittmeier at:

Request registration form by emailing:

502-451-6200 ext. 225

hdittmeier@mattinglycenter.org

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DIGITAL MATERIALS

The user-friendly redesigned website is the entry point for many people to find out about the Mattingly Edge mission.

The brand look is also applied to email communications through custom MailChimp templates.

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The new branding can also influence Mattingly Edge’s presence on social media, including custom designed quotes to share on Instagram and Facebook.

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ADVERTISING & SIGNAGE

This poster can be used as a general promotional piece that talks about the Mattingly Edge mission.

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The billboard features a concise message about Mattingly Edge and the bright, attention-getting brand colors.

The logo by itself works to identify Mattingly Edge, and can be used on the building’s exterior signage.

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MATTINGLY EDGE HELPS CITIZENS WITH DISABILITIES IN GREATER LOUISVILLE THRIVE ALONGSIDE THEIR NEIGHBORS IN REAL COMMUNITY.


Mattingly Edge Brand Standards Manual  

This project outlines the guidelines for Mattingly Edge, a nonprofit organization in Louisville that helps citizens with disabilities thrive...

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