Planned: Visual

Brand Guidelines

no ceilings no limits

Visual development

Visuals

02 Development Initial sketches Refinements Final logo

Guidelines Usage Color Ty p e Grid Photogrpahy Elements To n e Application

Planned Parenthood

02

“There’s no limit to what we as women can accomplish.”

— Michelle O b ama

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Develoment Initial sketches Refinements Final logo

Planned Parenthood

Visual development 2.0

Logo development began with our key philosophies that are focused on redefining how we care for and support women. Forms and explorations focused three main areas: advocacy, empowerment, and autonomy.

Initial sketches

Explorations included imagery that evoked feelings of revolutions and strong geometric forms.

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Marks focused on creating oppor tu nity and freedom of choice where based on the idea of autonomy. That women have the power to make their own decisions and that women are just one choice away from everything.

The f inal exploration that was chosen is an open door way that sit s within the let ter form P.

Planned Parenthood

Visual development

2.1 Studies

Dif fer ent ways in which t he door and t he let ter form P where explor ed and it came down to t he most simple execution.

Refined sketched

Three ref inement s that held both the open door shape and the let ter form P were established from the study.

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2.2

Geometric refinements

Impor tant visual r elationships wer e explor ed and executed wit hin t he geomet ry of t he logo. This created an overall visually balanced form.

0 2 Development: Refinement s

Planned Parenthood

Visual development

2.2

Geometric refinements

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2.3

Final logo

In order to be more versatile and to expand out of reproductive healthcare, we have shortened our name to Planned.

0 2 Development: Final logo

T h e f in al p r im ar y lockup is ver tical with the logo sit ting on top of t h e wo r dm ar k .

Planned Parenthood

02

“There’s a lot to be gained from taking women seriously.”

— Cindy G allop Busine s s woman

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Guidelines Usage Color Ty p e Grid Photography Elements To n e Application

Planned Parenthood

Logo usage 2.1 Giving the logo some breathing room is essential for brand recognition and materials that are easy on the eyes.

Clear space

Lockup centerpoint : The center line must be maintained at all times with the ver tical usage of the logo. The inner line of the door must line up with the inner line of the f ir st n in the wordmark.

2x

x

x

Ver tical Logo and wordmark

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Spatial r elationships Spatial relationships bet ween cer tain element s of the logo must remain con sistent . The opening of the door and the width of the L equal x.

x 0 2 G uidelines: Usage

Ver tical Mark only

Horizontal Wordmark only

x

Planned Parenthood

Logo usage

2.2

Color variations

Our colors are bold and feminine.

Using brand specific colors lets our brand speak for itself.

Primary logo

This form of the logo must only be used against background color s light enough to maintain contrast and legibility.

Use: V ibrant Coral PMS Warm Red C CMYK 0 0 83 7 1 0 0 RGB 240 83 76 H EX F0 534 C

Secondary logo

These forms of the logo are to be uses as a secondary option when the background is very light or dark in order to increase contrast .

Use: Light Backgr ounds Deep Purple Dark Backgrounds Bright Lavender

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2.3 When production doesn’t permit for brand specific colors follow the alternate usage guide.

Black and white

This form of the logo must only be used as a last resor t when production doesn’t all ow f o r c o l o r. O kay f o r int e r n al c o mm unic at io n s .

Black 1 0 0%

Rever sed out

This form of the logo must only be used against background colour s strong and dark enough to hold enough contrast to maintain legibility V ibrant Coral PMS Warm Red C CMYK 0 0 83 7 1 0 0 RGB 240 83 76 H EX F0 534 C Deep Purple 2104 C PMS 8 0 81 3 0 15 CMYK 76 67 113 RGB 4 C4 370 H EX

0 2 G uidelines: Usage

Alternate usage

Planned Parenthood

Logo usage

2.4

Minimum size

Primary logo

Minimum size W h e n u s in g t h e p r im ar y l o g o use at a minimum width of 1 inch.

N o m a x im um w idt h i s r e quir e d f o r p r im ar y l o g o u s a g e.

01 inch

Secondary logo

Minimum size W h e n u s in g t h e s e c o n d ar y l o g o u s e at a minim um w idt h of 0 . 25 in c h e s . N o m a x im um width is required for secondary logo usage.

0. 25

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2.5

Donts

Don’t place the logo over imagery where low contrast is made bet ween the logo and the image.

Don’t flip

Don’t flip, mirror, or rever se the logo mark. The let ter form is lost when flipped.

Don’t skew

Don’t skew or stretch the logo mark or alter the primary lockup in any way.

Don’t Pat tern

Don’t make pat terns out of the logo or use it in any way other than it’s singular presentation.

0 2 G uidelines: Usage

Low cont r ast

Planned Parenthood

Color palette 2.6 Primary colors

Our color palette is designed to be empowering and bold, yet feminine.

Deep Purple

V ibrant Coral

PMS CMYK RGB H EX

Warm Red C 0 0 83 7 1 0 0 240 83 76 F0 534 C

PMS CMYK RGB H EX

Bright Lavender

2104 C 8 0 81 3 0 15 76 67 113 4 C4 370

PMS CMYK RGB H EX

2365 C 0 0 83 7 1 0 0 234 187 2 15 EABBD7

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Secondary colors

7 4 36 C 02 07 0 0 0 0 24 6 236 2 15 F5EBF4

PMS CMYK RGB H EX

176 C 0 3 39 24 0 0 239 170 168 EFA A A8

PMS CMYK RGB H EX

53 05 C 05 10 00 21 194 187 199 C1BAC6

PMS CMYK RGB H EX

7660 0 C 0 5 1 0 0 0 45 147 14 3 153 938E98

0 2 G uidelines: Color

PMS CMYK RGB H EX

PMS CMYK RGB H EX

276 C 8 0 81 3 0 66 33 24 58 2 11739

Typography

Planned Parenthood

2.7 GT Walsheim is geometric and approachable, yet it has unique characteristics that make it boldly stand out.

Gt Walsheim Bold Gt Walsheim Regular

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GT Walsheim is a geometric sans-serif typeface designed

by Noël Leu and released in 201 0 through Swiss foundry Grilli Type

abcdefghijklm nopqrstuvwxyz

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz

0 2 G uidelines: Typography

ABCDEFGHIJKLM NOPQRSTUVWXYZ

Grid system 2.8

Primary grid

A six column grid with spacious gutters of 0.25 inches is preferred when possible.

Planned Parenthood

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Alternate grid

A nine column grid is used for smaller, more detailed information.

0 2 G uidelines: Grid

For use on white paper s, internal communications, and other content heavy document s.

Photo style

Planned Parenthood

2.9

Gradient

Photography treatments using gradients of branded colors helps maintain brand consistency.

Option 1

Gradient s using branded color s are recommended for historical photos as well as usage in adver tising.

Use: PMS CMYK RGB H EX

2104 C 8 0 81 3 0 15 76 67 113 4 C4 370

+ CMYK RGB H EX

00 00 00 00 255 255 255 FFFFFF

Use: PMS CMYK RGB H EX

Warm Red C 0 0 83 7 1 0 0 240 83 76 F0534 C

Option 2

+ CMYK RGB H EX

00 00 00 00 255 255 255 FFFFFF

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Use: PMS CMYK RGB H EX

Warm Red C 0 0 83 7 1 0 0 240 83 76 F0 534 C

+ PMS CMYK RGB H EX

2104 C 8 0 81 3 0 15 76 67 113 4 C4 370

+ CMYK RGB H EX

00 00 00 00 255 255 255 FFFFFF

0 2 G uidelines: Photography

Option 3

Planned Parenthood

Photo style

2.10

Full color

Ar chitect ural Images shot flat with color s that build color s stories with brand equity color s.

Women Power ful, straight forward shot s of women, from happy to serious, in urban or workplace environmetns.

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0 2 G uidelines: Photography

Planned Parenthood

Graphics and illustration 2.11

Pattern

Following the visual language of paper and of f ice materials, Planned’s pat terns are geometric rules and grids.

Elements

Repeating graphic element s consist of rounded rules and rectangles. These are used for headings and calling out impor tant information.

1 0 pixel corner radius with a weight of 5 point s.

Okay to use with any of Planned’s color s.

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Illustration

The main subject mat ter for the illustrations are women in the workplace and ancillary element s. The illustrations use brand color s and cur ves and strokes that mirror core branding materials.

Our illustrations are where we bring in a touch of warmth and humanism.

The imper fect lines and tex tures bring another dimension to Planned’s brand.

0 2 G uidelines: Element s

Planned Parenthood

Tone and personality 2.12 Traits

Friendly but not a pushover.

Sassy but not condescending.

Direct but not cold.

Youthful but not silly.

Feminine but not girly.

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Copy sample

0 2 G uidelines: Tone

girl, we got this.

Planned Parenthood

Brand application 3.13

Business system

Leterhead 8.5 x 11 " Rounded corner s

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Business car d 3.5 x 2 �

Rounded corner s

0 2 G uidelines: Applications

Envelope #10 4.125 x 9.5�

Planned Parenthood

Brand application

3.12

Business system

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0 2 G uidelines: Applications

Planned Parenthood

Brand application

2.13

Environment design

Signage and wayfinding is bold, clean, and minimal. It pulls heavily from Planned’s visual language and graphic elements.

01

Lobby

02

Colab

03

Work

Information Mentorship Childcare

Cafe Computers

Quiet space Library

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no ceilings. no limits.

0 2 G uidelines: Applications

Colab 02-21 Meeting Room

Reserved

01 Information

Mentorship Childcare

Planned Parenthood

Brand application

2.13

Logo elevations

Planned’s logomark can be used across a variety of product s and object s. Here you can see examples of place ment and sizing

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0 2 G uidelines: Applications

Planned Parenthood

Brand application

2.13

Wearables

Enamel pin

Graphic tee

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Embr oider ed cr ew neck sweat shir t

0 2 G uidelines: Applications

Planned Parenthood

Appendix:

01

02:

Images: plannedparenthood.org unsplash. com

Images: plannedparenthood.org unsplash.com

Content : plannedparetnhood.org

Content : plannedparenthood.org npr.org politifact .com

Visual Strategy G uide 0 83 Sources

Design: Dana Van Et ten Instit ution: Academy of Ar t Univer sity Inst ructor : Anitra Not tingham