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THE GUIDELINES. We didn’t come this far to only come this far- right? That’s why I’m leaving you with this. We worked tirelessly on creating the perfect brand for you, and this document will layout and ensure the standards will continue to be met now, and in the future. Consistency is key. Consistency is what makes unforgettable brands.

THE MOODBOARD. Shining Minds Project is non-profit with roots in mental health, suicide awareness, and childhood abuse. Our work is founded on the belief that suicide is preventable and that early education, communication, and action are essential to prevention. We don’t want the conversation about mental health to start after suicide; we want the conversation to begin long before mental health issues ever begin. Our goal is to create a powerful movement that empowers teens to take control of their mental health and wellness. Our organization hopes to establish a youth-directed peer-education program with a focus on educating middle and high school students about mental illness, early warning signs, and where to seek help and support. Our peer-education model draws on the credibility that young people have with their peers and will put a new spin on preventive measures. Teaching teens how to cultivate a healthy mindset and allowing them to safely engage with their peers is the cornerstone of our mission.By equipping every teen with the right tools, we know we can save lives. This is the brand indentity to reflect that amazing mission.


PRIMARY LOGO. This is the primary logo to be used on the website and collateral materials. The circle in the background was chosen for it’s meaning. The symbolic meaning behind a circle is unity, wholeness, & female power. Then there is the background. The watercolor is using colors that perfectly align with the brand that also slightly resemble the idea of a “universe” which makes those who see the brand feel powerful, hopeful, and limitless. The universe reminds us of infinity which resonates with the brand- you have infinite reasons to keep going. You have to just. keep. going. The script is something that will appeal both to the demographic by being beautiful and and approacable, but also has some rough paths in the font that flow through- which showcases exactly are trying to portray to students: the rough patches come and go.

ALTERNATE LOGO. This is the logo that will be used for social media and at other times where the primary logo could lose readability from a distance or from print quality. This enlarges the text- or takes it away completely if it becomes to difficult to be legible.

HEX- #6645b6 CMYK- 72| 81 | 0 | 0 RGB-102| 69|182

H E X - # a c 74 e 1 CMYK- 42| 59 | 0 | 0 RGB- 172 | 116 | 225

HEX- #46afc5 CMYK- 67 | 12 | 19 | 0 RGB- 70 | 175 | 197

H E X - # 74 d 9 c 7 CMYK-49 | 0 | 29| 0 RGB- 116 | 217 | 199

HEX- #afca49 CMYK- 36 | 4 | 91 | 0 RGB- 175 | 202 |73

COLORS. Color theory suggests: Purple combines the calm stability of blue and the fierce energy of red. The color purple is often associated with ambition, creativity, wisdom, dignity, grandeur, devotion, peace and indepedence. Blue symbolizes trust, loyalty, wisdom, confidence, intelligence, and truth. Blue is strongly associated with tranquility and calmness. Green, the color of life, renewal, nature, and energy, is associated with meanings of growth, harmony, freshness, safety, hope, and environment. The color green has healing power and is understood to be the most restful and relaxing color for the human eye to view. And more importantly- mental health awareness is green, suicide awareness is teal and purple, and child abuse awareness is blue which is why it was so important to incorporate these colors into the brand.

TYPOGRAPHY. Typography is one of the most subtle but easiest ways to ensure your messaging, marketing materials and any collateral are on brand.



GILL SANTS MT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?&

FUTURA ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?&

THE END. Please let me know if you have any questions about your new brand guidelines. Please keep this as a resource to help guide you, and any others who work with/ for you. Questions?

The Shining Minds Project  
The Shining Minds Project