Bravelets Style Guide

INDEPENDENT FUNDRAISING CONSULTANT BRANDING & STYLE GUIDE Prepared by Kat Schober & Mallory Ashwander, Creative Team

TA B L E O F C O N T E N T S Purpose & Scope

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Who are we?

Brand Mission Brand Summary Brand Promise Brand Personality Meet Jill

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Brand Guidelines Logo Colors Patterns, Scripts, & Shapes Fonts

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Multimedia Guidelines Photography Slide Presentations Email Signature Stationary

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Copy Best Practices

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Social Media Considerations

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Taglines

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Brand Keywords

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PURPO S E & S C O PE

The purpose of these guidelines is to identify the ideal content for all creative engagement and points of contact for the Bravelets™ brand. These procedures apply to the designs and copy for all aspects of the Independent Fundraising Consultant business.

These guidelines cover the creation of content that is distributed to followers, subscribers, and customers of Bravelets™.

Followers refers to individuals that engage with us on social media. Subscribers refers to individuals who receive emails from Bravelets™. Customers refers to individuals who have purchased or would like to purchase from Bravelets; charities, individuals or organizations partnered with Bravelets™; and individuals promoting a cause or raising money.

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WH O WE ARE

B R A N D M IS SIO N

Our mission is to help people be brave during hard times.

BRAN D PERS O NALIT Y The Bravelets™ experience is...

B R A N D S U M MARY

There are times in all of our lives where we need to be brave – whether for ourselves, for our family, for our friends, or even for a complete stranger. Bravelets™ bracelets and accessories are more than just something to wear. They are a symbol of hope, strength and courage. They are designed to help you be brave during the toughest of times.

B R A N D P R OM ISE

When you make a purchase from Bravelets™, you can trust that 10% of each item is donated back to the cause of your choice.

BraveletsTM is not a nonprofit organization. We are a for-profit company with giving at our core. We believe in empowering people to earn an income while giving back. We don’t believe in the phrase “a portion of proceeds will be donated...”. We believe in transparency. We believe in helping people to be brave during hard times.

We want you to know, when you look down at your wrist, that you’re helping yourself and others to be brave. We want you to know that you’ve made a difference.

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WH O WE ARE

MEET J IL L

This is Jill. She represents the Braveletsâ„¢ brand experience.

Jill is what every customer can be.

BRAN D GUIDELIN ES

Minimalism Easy to read Mission driven Light hearted Bright + bold Mature + empowered

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B RAN D G UI D EL I N ES * Please note, the following rules regarding logo usage apply to the Independent Fundraising Consultant logo, as well as the company logo

LO G O

EXCLUSION ZONE Triangle icon cap height

P R I M A RY LOG O 2 Color # 2e7693

& # 4c4b4c

A P P R O V E D VAR IATION S 1 Color Black or white

The ‘exclusion zone’ refers to the area around the logo which must remain free from other copy or logos to esnure that the logo is not obscured. As the diagram indicates, the ‘exclusion zone’ is equal to that of the cap height of the triangle icon.

INCORRECT USE OF THE LOGO

SE C O ND A RY LOG O

AP P R O V E D VAR IATION S

Do not use any color to fill logo except black & white

Do not use a stroke to outline the logo

Do not add effects, including a drop shadow, bevel, or glow

Do not stretch or alter the dimensions

Do not rotate the logo

Do not add opacity, tint, or screen

Do not place white logo on light colored photography

Do not alter the signature in any way, including changing the typeface or colors

Do not place primary logo on dark backgrounds

1 Color Black or white

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B RAN D G UI D EL I N ES

C OLO R S

PAT T ERN S , S CRIPT S , & S H AP E S TR IA NGL E PATTE R N White Triangles can be used with any background brand color

# 2e7693 83, 44, 30, 5

# 60c6c8 58, 0, 24, 0

# 38bfc3 67, 0, 27, 0

# a6c3c0 35, 12, 23, 0

B E B R AV E SC R IP TS

# ff9999 0, 50, 27, 0

# f3927b 1, 52, 47, 0

# 4c4b4c 66, 59, 56, 38

# 999999 43, 35, 35, 1

HA P P INE SS GU A R A NTE E SE A L

TR IA NGL E SH AP E

ss H a p priannetee gua

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F ON T S

PHO T O GRAPHY

P R I M A RY FON TS

AVENIR

L IFE STYL E P HOTOGR A P HY

can be used in all capacities - oblique, roman, book, all caps Used for headers in all caps with tracking set to 100-400 or main body text

playfair display

can be used in all capacities - regular, italic, bold, all caps Used for promotional graphics, social media, print materials

BEBAS NEUE

can only be used in bold with tracking set to 50 Used for instructional or numerical headings, promotional graphics, social media

S E CON D ARY FON TS

Showcase the product well, jewelry free of smudges, be brave engraving fully visible, bright lighting, light colors

Dancing Script

can only be used with tracking set to 0 cannot be used in all caps

sweet pea

can only be used with tracking set to 0 can be used in lower case or all caps

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MU LT IMEDIA GU IDE L INE S

S LI D E P R E SE N TATI ONS

INDEPENDENT FUN DRAIS IN G CO N S ULTAN T EM AIL S IGNATUR E Your Name

Independent Fundraising Consultant 555.555.5555 Company | Blog

This template should be used for all presentations regarding Bravelets in Keynote or Powerpoint.

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• Your name should be in sans serif, large font size.

• Your job title should be in sans serif, normal font size, italics.

• Your phone number should be in sans serif, normal font size, periods separating numbers.

• Create a link for “Company” linking to your Bravelets Page yourpage.bravelets.com.

• Insert a verticle bar • Create a link for “Blog” linking to blog.bravelets.com.

• Insert logo, linking logo to yourpage.bravelets.com.

• Insert your choice of icons, preferably all four

LinkedIn icon should link to your personal LinkedIn Page

Facebook icon should link to www.facebook.com/bravelets or your business page

Instagram icon should link to www.instagram.com/bravelets or your business account

Twitter icon should link to www.twitter.com/bravelets or your business account

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MU LT IMEDIA GU IDE L INE S

S TAT I ON A RY I N D E P E N DE N T FUN DR AIS IN G C O NU LTA NT B U S I N E S S CAR D S

CO PY BES T PRACT IC ES

Products are referred to as Bravelets jewelry, Bravelets items, Bravelets bracelets, and Bravelets accessories; never just Bravelets.

Bravelets™ refers to the company, not the product the company sells.

Product names are always capitalized and spelled out in completion.

Phone numbers are separated by dashes or periods.

Bravelets™ sites listed without “www.” - bravelets.com, Bravelets’ blog, etc.

All numbers under 10 are to be spelled out.

Can be purchased at http://bravelets.biz.vistaprint.com

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S O C IA L M E D IA CONSI DERATI ONS The language of the engagement with customers will be polite, encouraging, and informal. The brand is being represented through these responses and they should reflect the Bravelets™ mission statement. Speaking candidly, being transparent and friendly in responses is key. Approach social media engagement as if responding to a friend. Always use correct grammar and spelling, while still maintaining a personal feel in the response. All social media correspondence should be timely. Do not give out any personal information. See Copy Best Practices (above) and Social Media Standard Operating Procedure for further guidance and scripts.

TAGLIN ES “Our mission is to help people be brave during hard times.”

“With every item purchased, 10% is donated to the associated cause.”

“With every purchase, 10% of each item is donated to YOUR cause.”

“Every item purchased helps spread our message of bravery”

BRAN D KEYWO RDS Cause Awareness Support Jewelry Bracelet Necklace

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Fundraise Charity Donate Purpose jewelry Jewelry for a cause Breast cancer bracelets

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