Soco Social Brand Book

3. INTRODUCTION

4. PRIMARY LOGO

5. SOCO SOCIAL LOGOS

6. ACCEPTABLE LOGO COLOR APPLICATION

7. EXAMPLES OF LOGO MISUSE

8. BRAND COLORS

9. AMERICAN BEAUTY FONTS

10.

11. APPROPRIATE EXTENSIONS

IMAGERY & COPY TONE

mission

To provide support and resources to assist Black Americans in ascending, healing, and overcoming pain and triumph. To do so by connecting them with resources such as: therapists, life coaches, astrologers, body & energy healers, community/ chat rooms, community events, dating features, articles/helpful media, interviews with folks/celebrities healing, and retreats.

Mo TIves

To offer the healing I have received. To replicate the formula I’ve used to grow closer in alignment with who I am and enabled me to live closer to peace, have more moments of joy, live more fully, and ascend closer to my higher self/ higher calling/God consciousness.

To make healing and ascension cool and popular.

To change the world and get us as close to Paradise as we can during our lifetime.

To use pain for good.

p RImary logo

The Soco social identity is a combination of an icon and logotype. It is designed for strong readability and memorable appearance. DO NOT typeset to match this logo; only the actual graphic file is acceptable.

The logo must always look sharp, clean, and well produced. Only the correct and consistent use of this identity will preserve and promote brand equity.

clear Space

When using the logo make sure there is enough clear space around the logo to ensure legibility and brand awareness. NOTE: Clear space required surrounding the logo is measured with the "i" from the logo type.

Soco Social LOGOs

NOTE the Soco Social horizontal logo is the preferred logo. The additional logos should be used as a secondary option.

HORIZONTAL LOGO TYPESET

VERTICAL LOGO

The Soco Social Icon may be used as an independent element. The Icon should never be cropped, reversed, or distorted.

Example shown right:

Do not change the type style of the logo

examples of logo misuse

Do not rotate the logo

Do not flip the logo

Soco Social

Do not distort the logo

Do not alter the size of any part of the logo

Do not use the word mark alone

Do not distort the logo artwork

Do not use two colors within the logo

• The Soco Social logo should mainly appear as orange or black

• The Soco Social logo may appear in additional colors — on a project by-project basis—should be used with thoughtful discretion of the consultant and with the approval of the Soco Social Team.

• The Soco Social logo should always appear at 100% density, NEVER SCREENED.

• The logo should NOT reverse out of a complex background or high-contrast photograph.

B RAND COLORS

Soco Social utilizes three main colors. Tints of the burnt orange and black may be used to complement the main color scheme when creating additional design pieces However, tints should NOT be supplemented in the main logotype and mark.

Color Tints & Shades in Color Theory: a tint is the mixture of a pure color with white, which increases lightness, and a shade is the mixture of a pure color with black, which reduces lightness. A tone is produced either by the mixture of a color with gray, or by both tinting and shading.

HEX: DF6A2E

C: 11

68

PMS: 7578

100

HEX: 302E2F

HEX: FFFFFF

So Co social fontS

The Soco Social main font is Catallina Regular. This art deco san serif font functions effectively as headlines and display copy.

The American Beauty secondary font is Benton Sans. This modern sans serif font can function effectively as headlines, display, and body copy.

For an efficient process and consistent look, all marketing/communications materials should be produced primarily in the Catallina and Benton Sans font set. Additional typefaces—on a project by-project basis—should be used with thoughtful discretion of the consultant & the approval of the Soco Social team.

Imagery Copy Tone

Soco Social imagery has a focus on the people of color community in an inviting and modern setting. Imagery should highlight the importance of community, emotional healing, and self acceptance. Brand images should be well lit, vibrant colors, and high quality images.

Brand copy should feel empowering, approachable, modern, and trustworthy.

App ROp RIate Extensions

The brand can be extended to anything that engages people and extends the Soco Social message. Some appropriate extension examples would include candles, t-shirts. and eco-friendly accessories. Some inappropriate extension examples would include an apron, koozie, or bottle opener.