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BRAND STANDARDS GUIDE Version 2.0 Š New York Insight Meditation Center 2015 Prepared by Stone Soup Creative | www.stonesoupcreative.com | 212.721.9764


N E W YO R K I N S I G H T B R A N D S TA N D A R D S G U I D E

PURPOSE OF THESE GUIDELINES / CONTENTS

Purpose of These Guidelines

Contents

The identity of New York Insight Meditation Center (NYI) is much more than just a logo. It defines how those around us view our organization and our community. To ensure our success and long-term presence, consistency in communicating and design is crucial. It is important that we deliver a consistent message describing who we are, what we do, and what sets us apart from other meditation groups.

3. Messages

This manual provides our key messages and logo files so that we can keep the look and feel of our identity consistent. Specific directions regarding the logo, typography, and color palette are included. Accurate implementation of these standards helps build a strong image for New York Insight Meditation Center so that members of the community will have an easier time recognizing our good work and understanding the case for supporting us. Please use this guide to help bring the NYI brand to life across all communications.

5. The Strategy Behind Our New Logo

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• Mission • Brand Personality • Tagline • Tone • Brand Values • Brand Positioning

6. Logos, Colors & Fonts 7. Logo Usage 8. Recommended Colors 9. Recommended Typefaces 10. Logo With Address Block 11. Logo for Social Media Avatar Usage

Version 2.0 © New York Insight Meditation Center 2015 • Prepared by Stone Soup Creative | stonesoupcreative.com | 212.721.9764


N E W YO R K I N S I G H T B R A N D S TA N D A R D S G U I D E

M E S SAG E S

Mission New York Insight Meditation Center (NYI) provides a welcoming, peaceful refuge for all people who wish to begin or deepen their journey on the path of mindful awareness known as Insight Meditation. NYI offers a rich variety of programs based on the liberation teachings of the Buddha and rooted in the Therevada tradition. Through the guidance of our teachers and the support of community, NYI aspires to cultivate the qualities of mind and heart that lead to the complete integration of wisdom, compassion and true happiness in our lives, here and now.

Tagline Where Hearts & Minds Awaken

Brand Values In defining NYI’S brand we need to ask what values we hold onto as an organization – what are our principles and beliefs? In many ways, an organization’s character is like a person’s character; it has a certain way of being — a certain disposition that’s inborn and not easily changed. That character is an integral part of the brand. Customers should experience the organization’s brand and infer from it that the organization has the character that it actually has. The five attributes listed and described to the right are NYI’s strongest inborn traits. They are simple, believable, and unassailable.

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Peaceful Our center is calm and conducive to reflection This is a place of tranquility. Here you can learn to live your life wisely, connect to your deepest values—and be mindful. Amidst our peaceful environment, you’ll achieve life transformation through meditation and the teachings of the Buddha. When you’re seeking an atmosphere of personal reflection, we have all the calm you need.

Diverse Members, volunteers, teachers and other supporters are an eclectic, multi-cultural group Our community is strengthened by its people. It’s diversity that makes our programs and offerings so vibrant and varied.

Urban A Mid-town Manhattan location Unlike any other—New York City is a truly unique place. A place of exploration, possibility, and new be­ ginnings. It’s accessible, open-minded and creative . We think we have a lot in common with the city we call home. Our meditation center is strengthened by NYC’s culture, taste and diversity.

Welcoming A warm and supportive community Open, friendly, and accepting, we love the transformative power of a welcoming community. Each day, we see the rewards our community brings to those who create and participate in it. you’ll find a supportive, safe, non-judgmental environment where you can be yourself.

Transformational Through the teaching and the practice The teachings of the Buddha are central to the transformative nature of our center. And our caring teachers bring the teachings to life—by making them accessible and demonstrating them in a way that can be practiced in daily life. By experiencing the teachings, learning, and practicing in a supportive community – our members transform their lives.

Version 2.0 © New York Insight Meditation Center 2015 • Prepared by Stone Soup Creative | stonesoupcreative.com | 212.721.9764


N E W YO R K I N S I G H T B R A N D S TA N D A R D S G U I D E

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M E S SAG E S

Values

Personality

Tone

Peaceful

Reflective

Quiet

Diverse

Eclectic

Colorful

Urban

Contemporary

Bold

Welcoming

Warm

Warm

The tone of the organization are adjectives that have been distilled from the Brand Values and Brand Personality and which deeply inform the visual brand elements—most important of which is the logo on the following pages.

Transformational

Active

Dynamic

Positioning Statement

“New York Insight is the only urban Vipassana meditation center to welcome everyone of different cultures and backgrounds to begin or deepen their meditation practice.”

Brand Personality Brand Personality is about the way in which the organization’s Brand Values manifests itself — what the organization does, its behaviors, and also how it looks, feels and sounds. In the center of the column to the right are five personality traits that represent NYI, traits that are truly important to the personality of New York Insight. Brand Personality should be very visible to the public, as it becomes the way that everyone in the organization acts and speaks. It is the guide for external and internal communications, and all NYI’s interactions.

Tone

One unique element, something no one else can say, that will give NYI a competitive edge, and is used to set up a benefit for our audiences.

Version 2.0 © New York Insight Meditation Center 2015 • Prepared by Stone Soup Creative | stonesoupcreative.com | 212.721.9764


N E W YO R K I N S I G H T B R A N D S TA N D A R D S G U I D E

T H E S T R AT E G Y B E H I N D O U R N E W L O G O

The concept behind our new logo is one of an urban sanctuary. This identity, which consists of the new logo, typefaces, color scheme and other elements, can be easily integrated into a website and other communication materials.

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With tagline

Color A palette of warm gold, orange, and deep red tones is evocative of the spice-colored robes of Theravada monks in southeast Asia, in shades of curry, paprika, and blazing saffron.

Type Prokyon is a new humanist typeface that is quirky, clean and modern in appearance.

Graphics A New York cityscape emerges from—and is elevated by—a lotus flower.

Without tagline

The lotus flower, a strong Buddhist symbol representing purity and enlightenment, is evocative of NYI’s tradition: “while rooted in the mud, its flowers blossom on long stalks as if floating above the muddy waters of attachment and desire.” The logo execution is bold to emphasize the strength and commitment inherent in practicing meditation and following the teachings.

Version 2.0 © New York Insight Meditation Center 2015 • Prepared by Stone Soup Creative | stonesoupcreative.com | 212.721.9764


N E W YO R K I N S I G H T B R A N D S TA N D A R D S G U I D E

N E W YO R K I N S I G H T L O G O , C O L O R A N D W H I T E

The main version should be used as much as possible. A one color version is provided for when only one color is available, such as in silk screening. A white version is available for when the logo must be used on a dark background.

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Main version

Digital Files Electronic New York Insight logo files are available in eps and png formats. The files are available on the provided CD.

Full Color Logo Print:

NYI-FullColor.eps NYI-FullColorTag.eps

Electronic:

NYI-FullColor.png NYI-FullColorTag.png

One color version

One Color Logo Print:

NYI-OneColor.eps NYI-OneColorTag.eps

Electronic:

NYI-OneColor.png NYI-OneColorTag.png

White version

White Logo Print:

NYI-White.eps NYI-WhiteTag.eps

Electronic:

NYI-White.png NYI-WhiteTag.png

Version 2.0 © New York Insight Meditation Center 2015 • Prepared by Stone Soup Creative | stonesoupcreative.com | 212.721.9764


N E W YO R K I N S I G H T B R A N D I D E N T I T Y G U I D E L I N E S

N E W YO R K I N S I G H T L O G O , G R AY S C A L E A N D B L A C K

The grayscale version is provided for when black and screens of black are available such as a newspaper or photocopy. A black version is provided for when only black is available, such as a fax.

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Grayscale version

Digital Files Electronic New York Insight logo files are available in eps and png formats. The files are available on the provided CD.

Grayscale Logo Print:

NYI-Grayscale.eps NYI-GrayscaleTag.eps

Electronic:

NYI-Grayscale.png NYI-GrayscaleTag.png

Black version

Black Logo Print:

NYI-Black.eps NYI-BlackTag.eps

Electronic:

NYI-Black.png NYI-BlackTag.png

Version 2.0 © New York Insight Meditation Center 2015 • Prepared by Stone Soup Creative | stonesoupcreative.com | 212.721.9764


N E W YO R K I N S I G H T B R A N D I D E N T I T Y G U I D E L I N E S

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LOGO PROTECTED AREA

The protected area of the logo refers to the area surrounding the signature that creates visual distance from other typographic or graphic elements. This ensures the logo’s integrity and visibility. The area surrounding the signature must be equal to or greater than 1x (x is equal to the height of the capital letters in New York Insight)

x

x x

x

x

x

x x

x

x

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N E W YO R K I N S I G H T B R A N D I D E N T I T Y G U I D E L I N E S

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LOGO DONT’S

www.nyinsight.org Do not add elements to the logo such as URLs or allow headlines or text within the clear space.

Do not use the logo vertically.

Ensure horizontal/ vertical values remain consistent when importing or sizing the logo.

Do not separate the symbol from the type (except for social media avatar usage, pg 12).

Do not use the full color logo over a colored background or colored paper.

Do not use drop shadows, outlines, or other stylizing elements.

Do not use the full color logo on a photo or other image.

Do not apply unapproved colors to the logo.

Version 2.0 © New York Insight Meditation Center 2015 • Prepared by Stone Soup Creative | stonesoupcreative.com | 212.721.9764


N E W YO R K I N S I G H T B R A N D I D E N T I T Y G U I D E L I N E S

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RECOMMENDED COLORS

Colors are one of the most important representations of a brand as they make an instant and emotional impact on the viewer. Six specific colors have been approved to represent NYI’s identity and to help establish immediate brand recognition - three in a Primary palette, and three in a secondary palette. In order to maintain the integrity of the brand, these eight colors must be used consistently across printing processes and digital display. To make this possible, the following chart has been established. •

Pantone Matching System (PMS) is used for printing in spot color when color accuracy is absolutely critical. The PMS number should also be used for reference in matching colors for non-traditional applications such signage, screenprinting, embroidery, etc.

CMYK (cyan, magenta, yellow, black, or 4-color) system is used for full color printing, also known as Process printing.

RGB (red, green, blue) color system is meant specifically for screen display (ex, PowerPoint)

Hexadecimal is the web color system and is meant specifically for online use.

Primary palette

YELLOW

ORANGE

RED

PMS: 1 30C

PMS: 144C

PMS: 2 01C

CMYK: 0/45/100/0

CMYK: 0/70/90/0

CMYK: 0/100/70/40

RGB: 249/157/28

RGB: 243/112/50

RGB: 158/3/42

HEX: f99d1c

HEX: f37032

HEX: 9e032a

GREEN

AQUA

BEIGE

PMS: 3 68C

PMS: 3 26C

PMS: 7530C

CMYK: 55/5/100/0

CMYK: 75/0/40/0

CMYK: 0/10/20/30

RGB: 130/186/65

RGB: 0/185/173

RGB: 189/172/154

HEX: 82ba41

HEX: 00b9ad

HEX: bdac9a

Secondary palette

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N E W YO R K I N S I G H T B R A N D I D E N T I T Y G U I D E L I N E S

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R E C O M M E N D E D T Y P E FA C E S

Typefaces are an integral part of our visual identity. In order to maintain a consistent and easily recognizable image, the following typeface families should be used for all materials [stationery, website, newsletters, invitations, email newsletters, etc.]. Prokyon is the preferred typeface for headlines, subheads and captions. Prokyon can be purchased at http://www.dutchtypelibrary.nl/Prokyon_rdrct.html Minion is a humanist serif that is space efficient yet attractive and is the preferred typeface for body copy. Minion can be purchased at http://www.myfonts.com/fonts/linotype/minion/

DTL Prokyon Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 DTL Prokyon Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 DTL Prokyon Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Minion Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Minion Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Version 1.0 © New York Insight Meditation Center 2012 • Prepared by Julia Reich Design | juliareichdesign.com | 315.364.7190


N E W YO R K I N S I G H T B R A N D I D E N T I T Y G U I D E L I N E S

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LOGO WITH ADDRE SS BLOCK

There are versions of the logo with the address information set as a single unit, with the tagline and without.

With tagline

The address text is set in Prokyon Light, 9 pt / 12 pt, except for the website URL, which is set at Prokyon Medium, 9 pt / 11 pt. The address is set one-quarter inch below the tagline, or the words MEDITATION CENTER (without the tagline). Use the following files at 100% of their size as shown. Leave onequarter inch of space around the address block.

28 West 27th Street, 10th floor New York, NY 10001 212-213-4802 • info@nyimc.org www.nyimc.org

Without tagline

28 West 27th Street, 10th floor New York, NY 10001 212-213-4802 • info@nyimc.org www.nyimc.org

Version 1.0 © New York Insight Meditation Center 2012 • Prepared by Julia Reich Design | juliareichdesign.com | 315.364.7190


N E W YO R K I N S I G H T B R A N D I D E N T I T Y G U I D E L I N E S

L O G O F O R S O C I A L M E D I A AVATA R U S A G E

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Facebook Profile Picture

This is a square version of the logo icon, without the text, for social media usage. On the NYI Facebook Page, your profile picture is the smaller image on the top of your timeline, to the lower left of your cover photo. Your profile picture appears as a thumbnail next to your comments and other activity around Facebook. Your profile picture must be at least 180 pixels wide. Because Facebook will automatically crop into the square, some clear space is needed around the icon - at least 20 pixels is recommended.

160 pixels

Once your profile picture is uploaded, you can re-position it so it is centered in the square: •

Hover your mouse over your current profile picture and click the Change Picture link that appears in the top right corner

Select the Edit Thumbnail option

Click on the image and move it around, then and save your changes

Learn more by following this link: https://www.facebook.com/ help/?faq=175123852542212#How-can-I-change-the-waymy-profile-picture-thumbnail-is-cropped?

20 pixels 180 x 180 pixels

28 West 27th New York, NY 212-213-480 www.nyimc.o

Version 1.0 © New York Insight Meditation Center 2012 • Prepared by Julia Reich Design | juliareichdesign.com | 315.364.7190

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Brand Standard Guide by Stone Soup Creative for New York Insight Meditation Center  

This is an electronic manual which conveys the key messages and logo files so they can keep the look and feel of their identity consistent....

Brand Standard Guide by Stone Soup Creative for New York Insight Meditation Center  

This is an electronic manual which conveys the key messages and logo files so they can keep the look and feel of their identity consistent....

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