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Identity Manual

Created for Riverkids by Clarisa Leong 2014


Contents

6

Introduction

7

Current Logo

8

New Symbol

9

Colours

10

Typography

12

Typography Placements

15

Minimum Size

16

Minimum Clear Area

18

Background Colours

20

Incorrect Uses

24

Stationaries

27

Applications

5/


Introduction

Cambodia is globally known as a source, transit and destination country for human trafficking and child sex. It is a place where mothers sell their own daughters to child traffickers, who supply them to brothels locally and across the country. Riverids works with children and families in danger of abuse and trafficking in Phnom Penh, Cambodia. We identify children at high risk because of extreme poverty, drug abuse, alcoholism, gambling and child abuse. We provide social services to find out what they need and find solutions to keep their children safe.

Mission i. To prevent the sale and exploitation of children ii. To find non-exploitative labour alternatives for youths and families iii. To transform families and communities as low-risk for child trafficking and exploitation

Programs and Services Riverkids provides four main services namely: i. Education ii. Health iii. Social Services iv. Work and Income


Current Logo

The current logo resembles a drawing of a child, with the irregularity of the strokes. It features a flower with a smiley face, which symbolizes hope. Riverkids aims to build these children a brighter future, so that they too, may bloom like a flower in the near future. Colour: Black and White

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New symbol

The new logo is an improvisation from the old logo. Adopting from the name, “Riverkids� and its previous logo, it features a flower with a smiley face rising up from the river, like a rising sun, which represents new hopes and new beginnings.

Without grid system

The logo also has a ration of 1:2.

11

22

With grid system

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Colours PANTONE 123C / 115U

PANTONE 637C / 637U

C: 62% M: 0% Y: 18% K: 0%

C: 0% M: 25% Y: 86% K: 0%

R: 89 G: 192 B: 211

R: 255 G: 198 B: 39

Coloured up logo

Colour Symbolism Light orange symbolizes hope and warmth. Blue represents calm and security.

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Typography American Typewriter (Regular) was chosen to be used for Riverkids’ logo for its irregularity in strokes, which brought out a handdrawn texture.

Regular

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 0123456789

Condensed Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Condensed

Condensed Bold

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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789


Typography Kerning is the space between each alphabet. Manual kerning was done to adjust the space inbetween to facilitate better reading of the brand.

1

-2

0

2.5

1

2

1

1.5

*Each unit is 0.175mm wide. The numbers below the letters represents the amount of space between each letter.

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Typography Placements Horizontal Placement

Used for horizontal applications. * There must be a minimum of 1 unit between the symbol and the typeface.

For example: horizontal banners

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Typography Placements 50/50 Placement

Used for square or circle applications. *There must be a minimum of 1 unit between the symbol and the typeface.

For example: instagram, facebook, social media icons

13 /


Typography Placements Vertical Placement

Used for vertical applications. *There must be a minimum of 1 unit between the symbol and the typeface.

For example: standing banners

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Minimum Size

Due to fine strokes in the logo, the minimum size of the symbol needs to be at least 1cm wide for easily readibility. 1cm

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Minimum Clear Area The 50/50 placement and vertical placement logo needs to have a minimum of 2 units clearance.

5.6mm

5.6mm

5.6mm

5.6mm

5.6mm

5.6mm

5.6mm

5.6mm

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Each unit is 2.8mm wide. Therefore, it is safer to keep a margin of 5.6mm or more around the logo.


Minimum Clear Area 8.4mm

8.4mm

8.4mm

8.4mm

The horizontal placement logo needs to have a minimum of 23units clearance. Each unit is 2.8mm wide. Therefore, it is safer to keep a margin of 8.4mm or more around the logo.

17 /


Background Colours

The logo works best on white or dark backgrounds. * Refer to the next page for colour inversions. After 50K value, the logo have to be inverted for readibility. The colour chart increased by 10K value.

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0K

10K

Not Applicable

Not Applicable

Not Applicable

20K

30K

40K

50K

60K

70K invert

80K

90K

100K

19 /


Incorrect Uses

These are things that should NEVER be done with the identity under any circumstances.

Do not stretch the logo!

Do not change the typeface of the logo!

Do not change the space between the symbol and the typography!

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Incorrect Uses

These are things that should NEVER be done with the identity under any circumstances.

Do not change the colour of the logo!

Do not outline logo!

Do not use inappropriate scale variations between the logo and symbol!

21 /


Incorrect Uses

These are things that should NEVER be done with the identity under any circumstances. Do not add any elements to the logo!

Do not add any boxes to contain the logo!

Do not tilt the logo!

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Incorrect Uses

These are things that should NEVER be done with the identity under any circumstances.

Do not put logo against a busy background!

Do not use colours that are of similar tones or low contrast as the logo!

23 /


Stationaries Namecard Size: 90mm x 55mm

Elaine Woon

Fundraising and Communication Manager elaine@riverkidsproject.org (+65) 6270 2180 | (+65) 9818 0465 Blk 125 Bukit Merah Lane 1 #04-166 Singapore 150125 www.riverkidsproject.org

Back Stop child trafficking in Cambodia! Education Medical Work and Income Social Work

Front

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Stationaries Envelope Size: 111mm x 220mm

Back

Front

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Stationaries Letterhead Size: A4

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Application #1 Riverkids Poster Size: A4

Bring a smile to a child. Give hope for a better future!

Help Riverkids stop child trafficking in Cambodia! Your donation will fund kindergartens, meals for malnourished children, medical care, vocational training for mothers struggling to leave the streets, counselling for traumatised children, school uniforms and many more programs that help families caught in deep poverty and abuse to turn away from selling their children to a better and brighter future. Because of your help, children in the slums of Phnom Penh can grow up safe and loved. Thank you very much.

Contact us for more information: W: www.riverkidsproject.org F: www.facebook.com/Riverkids T: www.twitter.com/rkproject E: info@riverkidsproject.org

A: Blk 125 Bukit Merah Lane 1, #04-166 Singapore 150125 T: 6270 2180

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Application #2 Bootstraps Programme Flyer Size: A5

Take your first step to school with new uniforms Every piece of uniform made gives hope to a woman Riverkids serves Support Community Projects At Riverkids, we make excellent quality school uniforms in our Bootstraps Project. They come in standard sizes of small, medium, large as well as custom-made sizes tailored to your needs. We select our women in the communities to train and equip with sustainable skills so they can escape unsafe work, exploitation and poverty in the long term. They have been sewing every piece of uniform for Riverkids’ children at the state school, nongovernmental and private schools in Cambodia. All proceeds go directly to support Riverkids in Phnom Penh, Cambodia.

Contact us for more information: W: www.riverkidsproject.org F: www.facebook.com/Riverkids T: www.twitter.com/rkproject

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Riverkids works with children from broken families in Cambodia. We help families stay together through school, healthcare, food, counselling, microloans and other services so that they don’t sell their children to brothels, begging rings or other bleak ends.

T: +(855) 23 722 302 A: St.45, Sangkat Toul Sangke, Khan Teussey Keo, Phnom Penh E: microbusiness@riverkidsproject.org


Application #3 Packaging Label Tag Size: 90mm x 55mm

This handmade product was made for you in Cambodia by people and other social organizations through fair trade and other good causes. All proceeds go directly to Riverkids. Riverkids works with children from broken families in Cambodia. We help families stay together through education, medical, work and income and social work services to minimise the chances of child-trafficking.

Price: Perforated Contact us: www.riverkidsproject.org (+65) 6270 2180 info@riverkidsproject.org

Tear-out Namecard

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Riverkids Identity Manual