BRAND IDENTITY GUIDELINES
Palm Beach County, Florida www.PitchIn-Volunteer.com
Heather Doucette Academy of Art University #03031950 GR850 Thesis III Refinement | Spring 2018 Instructor: William Culepepper
Palm Beach County, Florida www.PitchIn-Volunteer.com
Heather Doucette Academy of Art University #03031950 GR850 Thesis III Refinement | Spring 2018 Instructor: William Culepepper
Pitch-In is about increasing and raising awareness of volunteerism with young adults ages 18-24 in Palm Beach County, Florida by using a reward system to motivate participation in a variety of athletics. Time and energy are the largest reasons for the lack of volunteer participation in young adults. By raising awareness of volunteering through sporting events, a social media app using a reward system, and with the help of local colleges, young adults will make volunteering more of a priority in their lives.
CONTENT 01 THE LOGO Overwiew
Page 06
Construction
Page 08
Exclusion
Page 10
Color
Page 12
02 TYPOGRAPHY Typeface
Page 16
03 GRAPHICS & ILLUSTRATION Graphics
Page 20
Illustration
Page 21
04 PHOTOGRAPHY Without Graphics
Page 24
05 PRINT Poster
Page 28
Environmental
Page 29
Brochure
Page 30
Gift Cards
Page 31
06 MOBILE APP App Grid
Page 34
App Design
Page 35
GET OFF THE BENCH
01 THE LOGO The logo should be used in a respectful manner provided by the branding guidelines. The logo contains both the brand mark which is used as the avatar, and signature.
OVERVIEW The logo uses the typeface Mundo Sans which is a versatile, humanist sans family. Hand drawn elements were added to the logo to give it more of a personal touch representative of volunteering and the hands-on nature of sports. The dot in the letter i is also being transfered from the first one to the second, as there are many types of transfer activity in athletics.
Minimum size logo & brand mark
BRAND MARK The brand mark is taken from the logo and is used as the avatar for social media. It can only be resized by restraint of the proportions.
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WITH TAGLINE The tagline can be used with or without the logo, but has to be underneath the logo when used together.
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LOGO CONSTRUCTION The baseline of the type in the logo will sit on the bottom of the grid.
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EXCLUSION ZONE
exclusion zone
exclusion zone
exclusion zone
exclusion zone
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UNACCEPTABLE Do not add elements Do not chang font Do not change opacity Do not outline Do not rearrange typography Do not reverse graphic elements
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COLOR STANDARDS There are two primary colors that can be used interchangeably with the logo. The main color for the graphic illustrations is orange. Typography will be orange, blue, black, or white depending on the background color. The secondary colors are used to represent areas of volunteering.
CMYK
C100 Y78 M41 K33
RGB
R10 G56 B87
HEX #0A3857 CMYK
C0 Y69 M96 K0
RGB
R255 G113 B34
HEX #FF7122
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COACH CMYK C34 Y0 M50 K0 RGB R168 G232 B159 HEX #A8E89F
GUIDE CMYK C6 Y19 M47 K0 RGB R237 G203 B146 HEX #EDCB92
MENTOR CMYK C36 Y4 M17 K0 RGB R162 G210 B211 HEX #A2D2D3
MANAGE CMYK C21 Y16 M0 K0 RGB R196 G203 B240 HEX #C4CBF0
TRAIN CMYK C4 Y6 M55 K0 RGB R247 G229 B140 HEX #F7E58C
COUNSEL CMYK C5 Y24 M6 K0 RGB R235 G199 B211 HEX #EBC7D3
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GAIN EXPERIENCE
02 TYPOGRAPHY The Mundo Sans typeface family has seven weights and a suite of cursive italics, this already versatile humanist sans family serves a wide variety of purposes for designers. The Delima font family has something of the Clarendon or Ionic influence but is distinguished by a lighter serif treatment. Delima has excellent legibility in small sizes and an overall even colour when set in text.
TYPEFACE / HEADINGS
MUNDO SANS PRO BOLD ABCDEFGHIJKLMNOPRSTUVWXYZ abcdefghijklmnoprstuvwxyz 1234567890
Mundo Sans Pro Light
Mundo Sans Pro Light Italic
ABCDEFGHIJKLMNOPRSTUVWXYZ
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
abcdefghijklmnoprstuvwxyz
1234567890
1234567890
Mundo Sans Pro Medium
Mundo Sans Pro Medium Italic
ABCDEFGHIJKLMNOPRSTUVWXYZ
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
abcdefghijklmnoprstuvwxyz
1234567890
1234567890
Mundo Sans Pro Black
Mundo Sans Pro Black Italic
ABCDEFGHIJKLMNOPRSTUVWXYZ
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
abcdefghijklmnoprstuvwxyz
1234567890
1234567890
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TYPEFACE / BODY COPY
DELIMA MT PRO REGULAR ABCDEFGHIJKLMNOPRSTUVWXYZ abcdefghijklmnoprstuvwxyz 1234567890
Delima MT Pro Light
Delima MT Pro Light Italic
ABCDEFGHIJKLMNOPRSTUVWXYZ
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
abcdefghijklmnoprstuvwxyz
1234567890
1234567890
Delima MT Pro Regular
Delima MT Pro Italic
ABCDEFGHIJKLMNOPRSTUVWXYZ
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
abcdefghijklmnoprstuvwxyz
1234567890
1234567890
Delima MT Pro Bold
Delima MT Pro Bold Italic
ABCDEFGHIJKLMNOPRSTUVWXYZ
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
abcdefghijklmnoprstuvwxyz
1234567890
1234567890
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SUCCESS ISN’T GIVEN, IT’S EARNED
03 GRAPHICS & ILLUSTRATION A set of graphics and hand drawn illustrations were developed to be used with the Pitch In identity. They represent the variety of athletic volunteer opportunities, and the transfer of movement from one focal point to another, like different plays during a game.
GRAPHICS The graphic element used is an outline of a rectangle or square representing a field goal. The outline is a thin white line.
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ILLUSTRATION Illustrations are hand drawn and used in the logo, and over graphic elements and photography. They consist of circles, dash lined arrows, and solid line arrows pointing towards a focal point. The primary color for the illustrations is orange.
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MAKE IT COUNT
04 PHOTOGRAPHY Images of athletes and groups will be masked out of part of the original image and placed on a solid background. People will be in motion, and in focus with the focal point being the action of the sport. Imagery will be in full color and used with graphic elements, illustration, and typography.
WITHOUT GRAPHICS
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WITH GRAPHICS
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CHANGE THE GAME
05 PRINT The different areas of print design for Pitch In include informational, environmental, and other types of print such as on products and gift cards.
POSTERS
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ENVIRONMENTAL SIGNAGE
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BROCHURE
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GIFT CARDS
36
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BUILD A TEAM
06 MOBILE APP The app can help volunteers connect with each other, post and invite others to events, location indicator to find events nearby, compete for rewards like gift cards, sporting event tickets, and athletic sweepstakes by earning points for accomplishing goals, and tracking completed work.
APP DESIGN
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PITCH IN | 2018