Circle Brand Guidelines

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Contents Brand Values About our Brand Tone of Voice

Logo

Our Logo Logo Effectiveness

Typography Our Typefaces Script Usage

Key Graphic Elements Our Colours Colour codes Orange Yellow Light Blue Dark Blue Green

Our Usage Business Cards Stationary Flyer Website Pull Quotes Alternative Logo

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Grid Systems Print Grid System Web Grid System

Using Photography Text Box Over Image Typography Over Image Small Images How to take

Conclusion

Conclusion Breakdown Do’s Dont’s

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About our Brand “Supporting Families in Scotland�

Circle is a non-profit organisation who specialise in supporting families in Scotland, especially the children that are involved within the family. They are based in Edinburgh and have a place where kids can go to get away from problems they may be facing at home. Their staff deliver the best possible support for these kids and make sure they have a latching happiness. There are projects which are attached to the brand of circle as a whole to not only help the kids that are most vulnerable, but they make sure that the support at home is also faced. Circle has been a great place for families to explore their possible problems and solve whatever issues they might be facing as. They strive upon making sure that everyone is treated well and want to help those who are in need of it.

The brand that is made from this communicates friendliness and support through the confidence to display emotive language in order to make the users feel like they can use the support in an approachable way because, it is key to make sure that no one feels like there is something wrong with them or with anything that matters to them and, with families, this can be tricky to achieve. This brand guidelines are a guideline in order for you to potentially achieve this goal and communicate a message to influence people in need and not force things upon them.

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Tone of Voice This brand should communicate a number of tones which give off positivity and greatness to achieve the needs of the users, this could include:

Creativity Personality Happiness Optimism Hope Influence is what is going to convince people to better themselves. Being creative is going to show the potential routes that can be taken in order to achieve their goal. In order to achieve this, there needs to be personality and an approach from a level similar to the most vulnerable. After making the users aware of these routes you can work with them to achieve happiness and show them the best way for them to achieve it. By showing them what can be done, that creates a sense of optimism and pride upon the decision they might take and ultimately gives them hope to hold onto happiness and fight for a better future. This is what circle should communicate in the best possible way. When designing for Circle these thoughts and feelings need to be considered greatly and persuaded with passion.

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Our Logo

MIN 13mm/50px

Main Logo

MIN 8mm/30px Simplified Logo Our logo represents the children that structure the charity, the happiness and fun that is created within Circle’s environment. It’s a very smiley dynamic which makes it inviting and approachable to outsiders.

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Logo Effectivness

This logo was constructed to create a feeling of happiness and childlike characteristics. This logo can be used in many ways and has potential to be represented all across the board.

The arcs are a key aspect, and this can be up to you to create something amazing.

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Our Typefaces Typography Headings - Avenir Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Body - Avenir Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

The chosen typography has a very corporate and readable aesthetic because it allows people to easily read text and feel comfortable when reading it, it is heavy yet friendly.

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Script Usage DON’T USE CAPS WHEN USING SCRIPTED FONT. This should be crafted by hand, on a computer preferably.

Do use lower case because it doesn’t shout at the reader and comes across as friendly.

Make sure the style is similar as examples seen in this document.

This is an important part of the brand as it brings it to life and communicates a great message and feeling which approaches personality in a different way. This is a way of getting onto a compatible level of communication towards children and adults.

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Key Graphic Elements Rounded lines are key to showing off the aesthetic of the brand image.

Whenever you use any form of lines they would need to be rounded off to create a young feeling.

“Supporting Families in Scotland�

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Rounded lines are key to showing off the aesthetic of the brand image.

Whenever you use any form of lines they would need to be rounded off to create a young feeling.

Buttons can be used for a variety of things, this could to transfer over to different media such as, toys, stationary and stickers also. This graphic element should be used in the ways displayed and no other way.

Button

Patterns are optional to use and when they are used they need to be displayed on their own or with big text. These patterns could be commonly used for wrapping paper, napkins and stationary products.

These bullet points were made in order to express statements and direct points that would need to be made. They are used to give a personal touch to the hand drawn quality of children’s handwriting.

84p goes directly to supporting families.

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Our Colours

Pantone 715c R246 G141 B57 C0 M54 Y87 K0

Pantone 7549c R249 G194 B10 C59 M0 Y14 K0

Pantone 654c R0 G50 B98 C100 M85 Y34 K25

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Pantone 3115c R86 G199 B218 C3 M24 Y100 K0

Pantone 368c R98 G187 B70 C65 M0 Y100 K0

Orange

Circle’s work mainly focuses on children and the colour orange represents everything Circle wants for the children involved with their charity. The charity helps children achieve joy, success, help them work on their creativity and enthusiasm despite their living/family conditions.

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Yellow

Circle works with families who have members in prisons, yellow represents the hope those families have to not go back to prison and to move onto leading a more positive life.

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Light Blue

Drugs and alcohol are a sensitive topic to many who were/are addicted. By using the colour blue Circle would show people are trying to free themselves from their past with addiction to better their lives and their family’s life.

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Dark Blue

Father’s have a role of trust in their children’s lives as well as teaching them the way of life through the use of communication and bonding, Circle helps fathers take on that role in their children’s lives.

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Green

Helping woman in the early years of pregnancy is more suited for the colour green as a new born baby is a sign of a new life being born, a symbol of hope. A “renewal� and new chance at life for the parents and family.

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Our Usage

Business Cards

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When the brand is being used the graphic response should be new, dynamic and have a young look to it.

When the graphic elements are used they should represent the personal side to business which is key, and the happiness involved inside the business from bringing people together. It’s a very colour organised charity and therefore needs boldness and passion towards the colours we represent our brand from.

Stationary

Would be applied on small stationary so it is advisable to use the smaller logo. This is because there is limited space on these items and it can be scaled to a suitable size. Just the name can be displayed onto the orange background and the patterns that have been talked about can also be used as a way of communicating Circle’s brand.

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Poster

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This is a photographic solution to the poster which lets you see what is going on in the charity which also looks more corporate.

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This is the graphic solution to the poster which creates an emotional response and provides all the relevant information for a bigger sign/ banner.

T-Shirts

This would be the uniform for the staff who work for the charity. This is to represent the professionalism as well as their personality. Each member of staff would write their name in their style and display it between the arches. This reflects the brand of Circle being brought together by the members of staff.

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Flyer Side 1

Side 2

The flyer is a piece of editorial design which gives information about the charity and its projects in a very simple manner. This should be printed on uncoated paper to give itself an authentic feel which also reflects craft.

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Website

This is an example of what the website could look like. There is branding set for this so this and the grid system should be considered within the thought of construction.

Using new ways to represent the projects is key. Graphic elements should also be used to highlight parts and enhance texture digitally.

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Pull Quotes “Supporting Families in Scotland�

Pull quotes are a useful device for editorial design and can be used within the branding of Circle effectively. It uses the same graphic elements to enclose important information inside brackets.

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Alternative Logos

Drugs & Alcohol

Imprisonment Support

Father Support

Pregnacy & New Born Support

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Even Grid with Open Margins

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Top Condensed

Open grid

Bottom Condensed

The print grid is very simple, open space to allow the document to breathe, with the logo at the top and something else at the botton to even it up and create personality with the shape feature at the bottom right.

Web Grid System

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The web grid system is very simple and incorporates a minimal style which shouldn’t be bombarded with text, it should get the communication across in a simple way which tells the viewer instantly what they do.

Vertical even grid spread

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Using Photography

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Text Over Image Top left logo

Centred rounded box with reverse white text 75% Opacity

The reason why this approach is used is because it creates consistent visual narrative. This design is used for creating real life emotion response and direct communication for the viewer to see.

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Text Over Image Top Left logo

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Photoshop Gradient map with colour

This design is used for the kid’s emotions. It shows how Circle helps take away bad situation, even if just for a while, and allows them to meet new potential friends.

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Small Images

Close up (small)

Lots of Details (Big)

When photos are used in a small way it is key to show off elements, for example if there is a lot of things going on you want it to be presented in a bigger way as it takes time to consume information.

Body shot (Medium)

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How to Take

You’re looking for tone in the emotional expression. If you are connected to this photo in a happy way it is good to use, if the photo is lightened with happiness and shows a great emotional response it is great to use. Circle strives on allowing the users to know and see how much fun these kids are having, and this is a key interest.

If there is some moment that can be caught on camera like the ones shown, it will pass the branding test and show everyone the insides and outs of the happiness that is brought within the organisation.

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Conclusion Look playful Say we help Express happiness Use key graphic elements Get down onto youth level to be understood Have awareness of children Use colour, illustrating the projects in a bold manor Have fun

What you want with this brand is to connect the viewer with emotional confidence, within Circle this is the way you express the tone, colour and symbolism. This could include anything from using the rounded lines to using your own handwriting to express that member of staff in the style of the brand. All of these things add up to the brands image as it’s all about creating a visual narrative which is similar to a kid’s expression. In order to speak to kids, you need to get down onto their level and this is what this brand suggests.

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Dont’s Use comic sans in any circumstance Use sharp symbols and fonts Offend anyone Use photos without an emotive response Use the incorrect colours Use the colours all at once in a design Use low resolution images Disproportion anything

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Do’s Read the guideline carefully Use correct colours, fonts and expression Create happiness Convey children’s style Use brand element in simple way Use the colours for correct project Create a personal narrative Be positive about the outcome

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