Hamline University Women's Resource Center Brand Guidelines

women’s resource center

Working alongside women and their allies for over 30 years.

stay cool After more than 30 years serving our Hamline community, we finally have a brand identity (yay!). Now, we have to make sure everyone knows and follows it, especially us working in the WRC. Following this guide ensures a cohesive brand message and identity so everyone knows our name (and colors!).

hamline university women’s resource center (WRC) guidelines

vision, values, & mission

The Women’s Resource Center (WRC) provides a safe, inclusive, and supportive space open to all members of the Hamline community to work toward a more socially just and equitable world for women by: Promoting the equitable treatment and advancement of women on campus, in the community, and in the workplace; Facilitating exploration of feminist issues from intentionally intersectional perspectives; Providing access to resources that improve the holistic health, safety, and wellbeing of women and their allies; and Fostering a safe, collaborative community to develop feminist values and leadership skills.

Everything we do in the WRC is grounded in five core values: Holistic Health Intersectional Education Commitment to Community Ethical Advocacy Feminist Leadership WRC media guidelines

primary logo

The WRC’s logo is bright, energetic, and most importantly, meant to be gender-neutral. The word “woman� encapsulates many different identities, as well as intersectional identities. The colors in our primary logo are from the colors of a sunflower: bright oranges, yellows, and dark brown.

This is the main logo that will be used across primary documents and applications. This trademark helps audiences near and far easily identify our events, social media prescence, and other materials and enhances the professionaliam of the brand. It is essential to the success of the WRC that the logo always be applied with care and respect in every application according to these guidelines.

WRC media guidelines

women’s resource center

minimum size women’s resource center

The smallest the logo should ever be is 0.5� or 150 px tall. Drop the bottom text when at this size for legibility.

color usage

WRC’s logo should always be used in its original colors, when possible. If a colored or photographic background makes it hard to read, replace the brown outline for black, and the orange ombre to solid white. When using over a pattern, a white box at 70% opacity may be used behind the logo for legibility.

WRC WRC media guidelines

women’s resource center

clear space

women’s resource center

The minimum clear space is defined as the height of the w.

The minimum space should be maintained as the logo is proportionally resized.

To maintain legibility, always keep the minimum clear space around any WRC logo. This ensures separation from other elements that could distract from the girlmade media logo.

A. Don’t rotate the logo.

B. Don’t squash or stretch.

C. Don’t place element in the logo clear space.

unacceptable usage

A few rules are necessary for maintaining the integrity of the brand. Don’t compromise the overall look of the logo by rotating, skewing, or distorting in any way–that includes adding uncessary and unattractive text decorations like drop shadows. Here are some examples of ways you should never ever consider using the logo.

D. Don’t resize any part.

E. Don’t rearrange parts or create compositions that aren’t already provided.

F. Don’t add unofficial graphics to the logo.

G. Don’t use off-brand colors without permission. Reference the Color Usage section.

H. Don’t add drop shadows or other text styles.

I. Never use a solid colored background behind the logo.

WRC media guidelines

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Feminism is for everyone.

IF YOU DON’T FIGHT FOR ALL WOMEN, YOU FIGHT FOR NO WOMEN.

It’s easy: you are a feminist if you believe in equality for men and women.

typography

Typography is a powerful brand tool when used consistently. This set of typefaces best represent the bold and modern feel of the brand and should be used across all print & web applications.

Poppins Use for headlines.

Poppins Bold

ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890

Helvetica Neue Use for body copy.

Helvetica Neue Light ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890

yellow CYMK: 0 17 76 0 HEX: #FFD259

color palette

Consistent use of the color palette will not only reinforce the cohesiveness of the brand, but color also serves a psyochological purpose by communicating a certain feeling to our audience.

Yellow is the brightest of the visible spectrum, it means happiness, optimism, high energy, and cheerfulness. Orange does a lot of the same, and is often used to call attention. Brown brings a sense of strength and reliability, and earthiness.

WRC media guidelines

sunshine CYMK: 0 28 100 0 HEX: #FDBC12 peach CYMK: 0 46 86 0 HEX: #F89B3B blood orange CYMK: 3 76 100 0 HEX: #E96124 brown CYMK: 0 16 18 86 HEX: #4A3E39

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final comments If you’re ever in doubt, refer back to this guide or feel free to ask me (cmcelmury01@hamline.edu).

These guidelines are fairly flexible and should allow for creative freedom to use the logos as you see fit while still making sure the brand looks its best across all applications.

WRC media guidelines

BRANDING & DESIGN

BY CHLOE MCELMURY @CHLOEANDTHECAMERA