4US Voting Identity Guide

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4 us Voting Identity guide Jillian Daniels


Table of Contents Introduction ............................................................................. 1 Design Process ...........................................................................3-11 Emblem ........................................................................................12-13 Proper Usage .............................................................................14-15 Signature Display ......................................................................16 Taglines .......................................................................................17 Typography..................................................................................18 Color Pallet ...............................................................................19 Design motifs ............................................................................20-22 Photography Style ..................................................................23-25 Stationary .................................................................................27-33 Uniform + Accessories ...........................................................35-39 Vehicle Applications .................................................................41 Wayfinding + signage................................................................42-48 Web applications ......................................................................50


When we fight for one, we fight for all. 4US Voting is a community centered voting rights campaign aimed at encouraging residents of the United States of America to connect with each other through our power of voting. Through community outreach and grassroots organizing, 4US Voting encourages civic engagement by helping to be good community members and active members of democracy.

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Design Process Initial Designs....................................4-11 Emblem..............................................12 Logo Variations...........................13 Proper Usage Lock Up........................................14 Improper Usage of Emblem .......15 Signature Display...............................16 Taglines...............................................17 Typography.........................................18 Color Pallet.........................................19 Design Motifs......................................20-22 Photography Style..............................23-25

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Initial designs

The visual concept of 4US started with a question, “What would I want to see in a US based voting campaign?” I started to experiment with the American flag as a graphic icon.

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After experimenting with size, directionality, and scale, the decision was made to connect the initial brand name ”Equals Us” .

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The name of the brand was reevaluated, and with it came a focus on the graphic qualities of the brand rather than the name.

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Emblem The final logo is a Combination type that Incorporates the name of the brand 4US. Any variation of the emblem must be in a solid color with the Stripes removed.

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Proper usage The 4US logo is based off of the sans serif Abolition typeface and the composition formed around the typographic anatomy of the ‘S’. The width of the top and bottom banner are directly proportional to the size of the gaps between the stems of the ‘S’ and its spine.

The angle for the bend of the ‘4’ is 13.5 degrees

Shading is added to the tips of the letter forms, with the vertex being located in the upper right hand corner of each letter form. Using the darkest shade on top, then following with a lighter tone, as if there was a light shining on it.

The decorative ribbons must be placed parallel to eachother at the right side of the serif on the ‘4’ and the bottom right of the decender of the ‘4’.

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The angle for the italicized letter forms is 80 degrees

The descender of the ‘4’ and bottom banners must always fit within the bottom half of the spine of the S. The emblem is to only be presented square, with no distortion of the angle, colorway, or banners. Any deviation of these rules will result in the improper use of the logo.


No stripes in the monocolor variations

Logo must always be presented right side up with the stylized ribbons at a 0 degree incline

No highlights present

These are examples of Improper Usage of the 4US logotype.

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Signature Display The signature display of 4US is the emblem accompanied by the primary tagline, ‘Vote for Your Future’. Secondary taglines should be used as secondary elements in advertising, screen based applications, and more.

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Secondary

Primary

Taglines

Vote for your future Voting Rights Now ! We organize We advocate we vote

we organize we advocate I vote 17


Typography Abolition Oblique Abolition Regular Abolition soft oblique

Aktiv Grotesk CD Medium Aktiv Grotesk CD Regular Aktiv Grotesk CD Light

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Each type family was selected based on the sharp typographic properties that would also make for an effective and unique visual, while also conveying movement. The color pallet was built on the existing color system of the US flag, red, white, and blue. By incorporating secondary shades of red and blue with gray, black and white, there is added dimension to the logos and color ways of new and existing design motifs and text. When creating literature for public usage, we suggest the following tips to help you create a safe and open environment for dialogue via analogue and digital platforms


Dark Red #ac152f D:22 M: 100 Y: 98 K:15 Blue #0005F2 D: 99 M: 93 Y: 7 K:0

Red #ff0300 D:0 M: 99 Y: 97 K:0 Gray #DFC8CE C:16 M:19 Y:16 K:0

Color Palette Black #000000 D:0 M: 0 Y: 0 K:100

Light Red #e73130 D:3 M: 95 Y: 91 K:0 White #FFFFFF D: 0 M:0 Y:0 K:0

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Design Motiffs The design motifs are based on different sections elements of the 4US logo. The use of directionality and scale. Each motif is to act as a way to involve the viewer and insert themselves within the campaign. The ‘4’ acts as an independent graphic element and can be used as a ‘window’ for photos on posters or billboards or videos and gifs for screen based applications.

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DO

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i vote

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The secondary motifs include a stylized ribbon and a stylized ‘We organize, we advocate, we vote’ tagline. These motifs should be featured in stationary, signage, advertisements, and screen based applications.


Photography style

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The photography style should represent the ideas of community organization, advocacy, and motion. All photos should be dynamic with more than one person in each shot. The content should be a candid view of community organization and outreach, focusing on the visual language of rallys, community gatherings, and protest. We accept color and Black and white photography as a way of mirroring the photographic styles of the 1950s-70s Civil Rights Movements.

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Stationary Paper Paper.....................28 Business Cards.....29 Envelope...............30 Bookmark.............31 Desk Notebook ..............32 Mug........................33

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Paper

Stationary was designed with the main goal of being identifiable with the 4US brand before seeing a logo or brand name. Using elements from the design motifs and the primary colors of the logo, we created an identifiable, yet sophisticated set of paper and desk stationary.

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desk

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All desk materials were created for use within and outside of the office. The mug and notebook draws attention to the actionable items that encompasses our mission. They could be used as promotional materials at events or available for purchase.

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Uniforms + Accessories Uniforms Polo + ID Badge........36 T shirt.........................37 Accessories Tote Bag + sticker.....38 Phone Case...............39

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Uniforms

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Uniforms and ID badges should be worn by staff and volunteers at all official 4US events. Polos are to be worn by crew and staff during public events as a way of identifying with the organization. 4US accessories will be made available to staff and employees for free but t shirts will be available for purchase by the general public.

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Accessories

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Accessories will be available to the public via in person public events and available on the website for purchase at any time. The “We Organize, we advocate, we vote” sticker will be available for free distribution at all public events.

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Vehicle application


Applying the 4US design elements to vehicles draw on the primary and secondary design motifs. Vehicle application was approached with the goal of spreading the message in a safe manor for both riders and drivers, which still being a clear brand identifier.

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Signage + Wayfinding Interior Corporate Office Space signage.............43 Office space decoration........................44 Train Station terminal poster.................45 Exterior Office building .......................................46 Office building billboard.........................47 Bus stop....................................................48

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Interior

Signage and wayfinding is an integral part of how the brand interacts with the built environment. By utilizing common urban spaces such as bus stops, train stations, and buildings, 4Us can increase its outreach and participation from those traditionally overlooked in civic engagements.

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Exterior

Designing for the exterior was done by scaling the graphic element of the ‘4’ from the emblem with bold imagery and type.

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Screen based elements Designing for Screen Based Elements................51 Website Loading page.................................................52 Home page.....................................................53 “Why Voting Matters” informational page...54

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Designing for Screen based elements

Designing for Screen Based Elements includes integrating the effect of dynamism via animation and movement. To best portray the 4US energy, each element will be generated to move in an a reoccurring pattern. Look towards the established photography styles for imagery, but we suggest working with Black and White photos to reduce the amount of color not within the 4US Color Palette.

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DO

Don’t


About us

Voter registration

Resources

Impact of Covid-19 on voting

when we fight for one, we fight for all. 4US Voting is a community centered voting rights campaign aimed at encouraging residents of the United States of America to connect with each other through our power of voting. Through community outreach and grassroots organizing, 4US Voting encourages civic engagement by helping to be good community members and active participants in civic engagement.

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Events

get involved

Donate


Voting rights within the United States has been a long and ongoing battle starting with a 1960s Civil Rights Movement and continuing today through the spirit of civic participation and the desire to improve the quality of life for its constituents. 4US Voting is a grassroots organization focused on driving participation in democracy via education and action. There has never been a more important time to engage with the political and social systems that govern the lives of millions, but are representative of a few, 4US Voting hopes to change this by engaging in both local and federal elections, town halls, hearings, and other forms of civic engagement.


Acknowledgments:

Thank you to the activists, civic leaders, and everyday people who work towards establishing equitable voting rights. Through their dedication, myself and countless Others are able to fight for our futures. art419 Identity design spring 2020 stephanie rothenberg