BRAND DIRECTION SHEET
Moodboard & Imagery
This moodboard highlights the beauty of pre-colonialism Filipino culture using traditional textiles, vibrant colors, and color-block illustrations. Bright orange and teal shades juxtapose a touch of cream and complement each other well. Colorful, creative, unapologetic.
Logos & Icon
FilExcellence’s logo features a traditional Filipino tribal tattoo pattern enclosed in a circle and FilExcellence in a serif font. There are six branches in the tree; six commonly symbolizes harmony, love, and community in numerology.
The abstract mountain and wave, also script for the “E” sound in modern Baybayin, represent the global impact of FilExcellence’s mentorship program and resources. Lastly, the “ex” and “ce” in the logo overlap to represent community and connection.
Logo Use
• Full: promo materials, business cards
• Horizontal: website, graphics, letterhead
• Circle: graphics, small spaces
• Icon: embroidery, small spaces, website favicon
Logo Misuse
Consistency is key for achieving the goals of the FilExcellence brand.
Please keep this in mind when handling the logo or providing to vendors.
DO NOT rotate the logo
DO NOT change the logo’s colors
DO NOT distort or warp the logo in any way
DO NOT add special effects or strokes to the logo
DO NOT move the text or change the main typeface
DO NOT put logo over an image or graphic where it can be obscured
DO NOT use incorrect version of the logo against dark background
Color Palette
This warm, vibrant color palette compliments FilExcellence's mission to reclaim pre-colonial Filipino culture while also being a support system for Filipinos worldwide.
The secondary colors should be used sparingly and not all together unless for an infographic or similarly elaborate design.
HEX codes are to be used online. CMYK colors are to be used for print.
Typography
The main typeface for FilExcellence's brand is the serif font Gelica Medium. To balance out the boldness of this font, Poppins Regular and Medium are used for Subtitles and Paragraph text.
It is recommended to use these fonts across all branding to ensure brand cohesiveness. You may download these fonts below:
Gelica Medium Poppins (Google Font)
Orange
HEADER —Title Case
Gelica Medium
SUBHEADER—ALL CAPS
POPPINS MEDIUM
PARAGRAPHS —Sentence case
Poppins Regular
Header Example
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Social Media Guidelines
• According to the World Health Organization (WHO), about 10M or 10% of the total Philippines population is comprised of persons with physical, sensory, or mental impairment (not including other countries). In order to speak to the largest number of Filipinos worldwide, accessibility is imperative to FilExcellence’s brand.
• Make sure all text on graphics is legible. Refer to color combinations below that already pass WCAG AA standards. Refer to the Web Contrast checker if unsure.
Possible Color Combinations
See examples of possible color combinations for social media graphics. For legibility, do not use color palette combinations outside of these. Do not be afraid to use white or black!
• Use only up to four colors in a single graphic to avoid overwhelming users (e.g. Cream, Burgundy, Orange, and Brown on Example A).
• Make sure to use the correct form and color of the logo against certain graphics. Refer to pg. 3 and pg. 4 for logo best uses.
• For harmonious social grid aesthetic, alternate between graphics and photos/videos (see Example B). To avoid clashing, refrain from posting two graphics next to each other.
