Brand Manual
Introduction
Our story
Dress for Success is a non-profit based in New York. It was founded in 1996 by Nancy Lublin, a then law student. Left with a $5000 inheritance, Lublin turned toward her community and looked to fill a need. She, along with two local nuns, opened up Dress for Success in the basement of a Manhattan church.
The organization has grown to be one of the largest non-profit organizations based out of the United States, serving the needs of women across 24 different countries. The focus of Dress for Success is to provide women all over the world with the tools necessary for success and self-sufficiency, including appropriate attire and professional development training. We also provide support and a community for the women seeking our services.
Logo
existing logo
updated logo
The updated logo features more vibrancy to create an energetic, youthful, and feminine feel. The more ambiguous symbol of the previous logo has been redesigned to give it more meaning.
Construction and meaning
symbol
wordmark
The Dress for Success logo consists of a symbol and a wordmark. The symbol represents a dress while simultaneously resembling a figure jumping toward the future. This embodies the mission of Dress for Success.
Colors
The primary color is the red seen in the Dress for Success logo.
PANTONE 703
HEX: C82C48
C 16 M 96 Y 69 K 4
R 200 G 44 B 72
Primary
Secondary colors include a light blue and a dark green.
PANTONE 645
HEX: 72A3C7
C 56 M 25 Y 10 K 0
R 114 G 163 B 199
Secondary
PANTONE 4199
HEX: 54685B
C 67 M 44 Y 62 K 24
R 84 G 104 B 91
Typography
The typeface featured in the logo is an altered iteration of Arbutus Slab. Other display typefaces may be used for a variety of events, such as Gyst Variable.
Display text
Arbutus Slab Regular ABCDEFGHIJKLMNOPQRS
Body text utilize the typeface Poppins in a range of weights and fonts.
Gyst Variable Regular
ABCDEFGHIJKLMNOPQRS TUVWXYZ 1234567890&.,!?
abcdefghijklmnopqrstuvwxyz
Body text Poppins ABCDEFGHIJKLMNOPQRS
1234567890&.,!? abcdefghijklmnopqrstuvwxyz
Proper use
These variations may be resized as long as it remains proportionate. It may also be recolored if it uses any of the brand colors or black or white.
There are a couple of options for a stacked logo. These may be used depending on the need for the design.
Dress for Success
Improper use
It is imparative that the logo not be stretched, rotated, used with an outlining stroke, or with another typeface. These applications of the logo do not align with the vision or mission of Dress for Success.
Clearance area
The clearance area for our logo is the height of the counter in the “o” of “for”. This ensures consistency throughout our branding.
Stationery
This document can be used to correspond as a representative of Dress for Success. The logo is displayed in the top band along with contact information set in Poppins Regular.
This envelope features a similar band of red which is broken up by the logo. Both the letterhead and envelope use the Dress for Success red at full tint.
Business card
Like previous stationery items, this business card uses the Dress for Success red and Poppins Regular. The logo is prominently displayed on the back, contrasting with the white background.
Packaging
This garment tag utilizes only tints of the Dress for Success red while leaving space for markings to distinguish between items.
The symbol of the logo should be the largest component of this design, contrasting with the color of the bags.
Garment hanger
The garment hanger should feature the stacked version of the logo large and centered on a white background.
Promotional
Notebook
This notebook is designed with a monochromatic look, using only tints of the Dress for Success red.
The daily planner notepad should be neatly organized with ample space in each section for a productive schedule.
Water bottle
This water bottle should prominently display our logo while featuring the brand colors for the cap and rubber bottom.
Event
By utilizing a soft color palette and a cohesive pair of typefaces, the design for the e-invite should emulate a sense of elegance and poise.
The event itinerary should employ the same color palette and typefaces as the invite in order to establish a uniform event identity.
Donation cards, used at a variety of events, will embrace the identity of the brand as opposed to the event. The Dress for Success red will be used alongside the complementary typeface Poppins.
