2023 QUEENS VILLAGE BRANDING GUIDELINES

QUEENS VILLAGE BRAND GUIDELINES

A field guide to living the queen life

Content 1 Introduction A Note From our Founder Welcome to the Village Our Approach Who We Are 2 Brand Foundation How to Use this Field Guide Our Name Brand Foundation Brand Personality 3 Visual Expression About the Logo Logo Versions & Usage Logo Usage for Chapters Logo Usage with Partners Typography Color Color Usage Pattern Graphic Elements Photography Photography—Events

4 Living the Brand Wearables Printed Materials Events Digital Social Media Social Media—Chapter Pages Social Media—Creating Content Social Media—Templates Presentations 5 Design Tips & Resources Using Canva Sourcing Photography Design Resources Questions?

Queens Village Field Guide

1

A NOTE FROM OUR FOUNDER 2

“The power of Black women leaves me in awe daily, when I am tired, they give me rest; when I am out of ideas, they innovate and create.

I wake up every morning grateful for my community.”

Brand Guidelines 2022

Welcome to the Village Welcome Queen, we are glad you are here.

We are a growing team dedicated to amplifying Black women’s voices. We are shifting not only racial disparities in birth outcomes but also the conditions that drive inequity in maternal and infant health. With our members, we are collaborating and creating an organization with purpose.

- Meredith Shockley-Smith

Queens Village Field Guide

3

OUR APPROACH

We’re Building a Movement

Reduce Black women’s stress by creating space for them to relax, rest, and repower.

Change the Narrative

Create spaces and content for and

by Black women that celebrate and amplify their voices.

Invest in Leadership

Invest in Black women’s leadership, social capital, and power through community advisory boards.

Create Opportunities

Create economic and professional pathways for Black women to succeed and flourish.

Engage Communities

Engage with social, political and medical communities to support equity initiatives, and reduce implicit bias that affects Black women.

Queens Village is a supportive community of powerful Black women who come together to relax, repower, and take care of ourselves and each other.

We are committed to reducing Black infant mortality by prioritizing Black women and families and by learning how to build and lead community advisory boards, change the narrative about Black women, and understand the systemic challenges and barriers that Black families navigate daily.

4

Relax, Rest, Repower

Brand Guidelines 2022

Queens Village Field Guide

5

WHO WE ARE 6

We are a community support group of powerful Black women who come together to relax, repower, and take care of ourselves and each other.

In Queens Village emotions are raw, honesty is celebrated, and love abounds.

Brand Guidelines 2022

Queens Village Field Guide

7

Brand Foundation

Building a successful brand starts with the Brand Foundation. The tools in this section are for internal use within the organization. This is how we ensure that we have clear alignment on what our organization stands for, our beliefs, values, and reason for existing.

Queens Village Field Guide

9

HOW TO USE THIS FIELD GUIDE

A Brand is a Collection of Experiences Whether it’s a flyer, a tweet, an email, or a conversation, all communications from and experiences with Queens Village represent who we are as a brand.

For the community to fully understand who we are and what we do, our tone of voice and visual representation must be consistent across all of our communications.

These Brand Guidelines are here to help by inspiring you, guiding you, and sharing with you Queens Village’s brand identity and best practices.

Like people, brands have personality — a spirit that emanates from our core values and drives all behaviors and communications. Successful brands connect with people on an emotional level. We are counting on you to translate the brand principles into living, breathing communications and experiences that authentically connect with people. We’ll help guide you.

10

Brand Guidelines 2022

Queens Village Field Guide

11

Our Name As our movement continues to grow, our name unifies us and brings us together under a common identity. Use it with pride and don’t alter the spelling or add to it.

QUEENS

12

Brand Guidelines 2022

VILLAGE

Black Women

Community of Sisters

This is named for Black women only.

Black Queens are known for our strength, stability, power, and greatness.

Black women need community to thrive.

We are a safe, compassionate, and caring sisterhood. We are better when we help each other and stick together.

Royalty

My (African) Tribe

At Queens Village, we reclaim our place as Queens. We know we matter and deserve to be treated with respect and love. We should be celebrated in all our glory.

Our Black heritage is rooted in tribal communities. Queens Village seeks to bring the trust and security that comes with having a close-knit and thriving tribe.

Cincinnati Origins

Freedom/Utopia

Known as the “Queen City,” our name reflects our origins in Cincinnati, Ohio. This is where we gave birth to and fueled this movement of change.

The Village represents a place of freedom.

It is a safe space, where our Black community can gather free from the stress and microaggressions of the white world.

Queens Village Field Guide

13

Brand Foundation Starting from the inside our brand is grounded in our soul and emanates outward through our personality.

Brand Soul — our why and reason for being These Are My People.

Our Position — what makes us unique We are all connected, interdependent, responsible for each other. The golden rule is to treat others as we wish to be treated. Each sister is our sister.

Personality — informs how we look and act Powerful Protective Expressive Real Desired Experience Join a sisterhood of power, freedom, and equality. The world gets rough sometimes.

You need a place to shut it out and turn it down. You belong in a place where powerful Black women come together to relax, repower, and take care of themselves.

This is where emotions are raw, honesty is celebrated, and love is all over the map.

14

Brand Guidelines 2022

soul

position personality

Queens Village Field Guide

15

Powerful 16

Brand Guidelines 2022

BRAND PERSONALITY

Strong Bold Unapologetic

We are Black women finding and unleashing our personal power. We celebrate the pride and the energy that comes from confidence in honoring who you are as an individual.

Confident Proud Stand Out Royal

Queens Village Field Guide

17

Protective 18

Brand Guidelines 2022

BRAND PERSONALITY

Safe Caring Accepting Inviting Exclusive Sisterhood Black Only

Taking care of ourselves and each other. This should feel like a safe space — there are walls that allow us the freedom to find ourselves.

Queens Village Field Guide

19

Expressive

We wear our identity as Black women like a badge. Inspired by African heritage, we celebrate the rich tones and patterns that hold our community together.

20

Brand Guidelines 2022

BRAND PERSONALITY

Colorful Vibrant Feminine Fun Social Joyful Optimistic Hopeful

Queens Village Field Guide

21

Real

BRAND PERSONALITY

Motherhood Honest Unfiltered Emotional Vulnerable Authentic Grit

Part of being a woman and mother is being in touch with your instinctive self.

This is not corporate, this is not high tech, this is about keeping it real.

22

Brand Guidelines 2022

Queens Village Field Guide

23

BRAND PERSONALITY

Our Brand IS NOT

Powerful is not violent, aggressive, self-serving, or political. We are not unwavering or warrior like.

Protective is not a clique, we do not exclude other Black women because of socioeconomic, location, or personal reasons.

Expressive is not always loud and screaming. We embrace all forms of personal expression.

Real is not vulgar, indecent, or sad. We are never victims.

It also means we are not idealistic, or disconnected from reality.

24

Brand Guidelines 2022

Queens Village Field Guide

25

Visual Expression

This is our external expression, how we represent and live the brand out in the world. Using the provided brand tools and following the usage guidelines ensure a consistent and recognizable brand.

Queens Village Field Guide

27

About the Logo Your logo is the simplest, most recognizable representation of the brand. It should be on all brand touchpoints.

In a world where Black women are not visible and represented enough in media, we designed a logo that embraces a very literal depiction of a Black woman. We wanted her to be the priority and clearly communicate that this movement is for Black women only. We worked with our Queens to make sure that anatomically her features were a true representation.

Her headwrap is a nod to African heritage and a push to reclaim Black identity and to find power in individual expression.

The mark is executed with a sense of elegance, sophistication, and femininity. There are smooth curves, fluid lines, and implied motion.

The logo is grounded in a strong, deep, royal purple and accented with vibrant shades of golden yellow, crimson red, and ultraviolet. The typeface is professional yet approachable.

All these elements together capture the essence of the brand’s personality.

28

Brand Guidelines 2022

Queens Village Field Guide

29

Logo Versions & Usage This full-color logo is the primary and preferred version to be used on all brand applications.

Full-Color

30

Full-Color with Tagline

Full-Color on Light Background

Full-Color Reversed

One-Color

Logo Graphic Mark

Alternate Horizontal

Logo Wordmark

Brand Guidelines 2022

Minimum Size To ensure readability do not show the logo smaller than 0.375” in width.

0.375 in

Clear space Be sure you leave spacing around the logo, the size of the “N.” Do not add other graphic elements on the logo or in the designated clear space.

Logo Don’ts Do not alter, skew, stretch, distort, change colors, or add typography to the logo.

AT GOOD HOSPITAL

Queens Village Field Guide

31

TULSA

Logo Usage for Chapters Our collective efforts should always ladder up to Queens Village as a national organization. Our power comes from working together and not individual recognition.

The primary Queens Village logo (without the chapter name) is always the preferred version on all externally facing brand touchpoints. You can communicate your chapter name in the body copy, Facebook name, and contact information as shown below.

Chapter Logos These logo lockups may ONLY be used internally when Villages from various chapters gather. They help to create differentiation in specific instances such as a Queens Village conference.

CLEVELAND

CINCINNATI COLUMBUS

Primary Full-Color Do not add your chapter name to logo in your brand applications.

Chapter Communication Add your chapter name in supporting copy, in your social media handles, or Facebook page name.

32

Brand Guidelines 2022

BALTIMORE

DAYTON

CANTON

TOLEDO

CLEVELAND

MAHONING VALLEY

COLUMBUS

TULSA

Queens Village Field Guide

33

2N 2N

Logo Usage with Partners Through our work, we know that our journey to equity has to be a collective one in which we are supported by our community, allies and donors. We strive always to lift up Black businesses and organizations whenever possible.

The Queens Village brand is built by and for Black women. Its independence from other federal, medical, or corporate institutions is what makes it a safe space for Black mothers. Using this brand and the logo is a clear signal that your event or content has Black mothers as the priority with no other agenda.

Before visually adding your partner’s logo to your content, consider your audience. Does your partner’s logo validate or support the goal of your event or content? Will it make your audience feel a sense of trust, safety, and empowerment? If the answer is no then do not include it and use the Queens Village logo only. If the answer if yes, then your partner's logo can be shown locked up with the Queens Village logo.

• The partner logo should appear visually equal in size, separated by a thin stroke and given adequate clear space as shown below • The lead organization's logo should be shown first • If both organizations are of equal priority, then Queens Village should be shown first

Queens Village as Lead Organization For example, this reads as Queens Village in partnership with Cradle Cincinnati.

Queens Village as Secondary Organization For example, this reads as Cradle Cincinnati in partnership with Queens Village.

Three or More Organizations If there are more than three organizations, then remove the thin stroke and maintain the specified clear space of 4 "N"s in between.

All logos should appear visually equal in size, with the Queens Village logo shown first.

2N 2N

34

Brand Guidelines 2022

Queens Village Field Guide

35

HOW TO USE YOUR FONTS

Typography Typography is an essential component of creating consistency across all brand touchpoints. Use the brand fonts in the approved weights shown below.

Headline Quicksand is bold and strong In uppercase. It is caring and inviting in lowercase.

Aa

Quicksand Semibold Quicksand Medium

Body Copy Metropolis is an easy-to-read and professional typeface.

It should be used to communicate important information.

Aa

Metropolis Light Metropolis Regular Metropolis Semi Bold Metropolis Bold

AMPLIFY OUR VOICES We are a Community Support Group of Powerful Black Women Sed ut mo eum elenimi ncipidita se exero volorep iut errorectem fugite pe imintum rat verum quis rehenft quibus conem. Nam resseditia is nusam ut ad quianddi assus, omnisincil ium, omnissi tatecupta dolori nem as rest, unt maionec tureseque ligni veniantibea dolupt sed qui vid que pedis velese duciissim explatia quiat.

Conserf eritas doluptam dolore et poruntis eum revent voluptur re, sinto totasim volori aborrumqui occusdam nullum facesent volor mi, autet odioremporat veriae sciate volor autat arunt.

Udam ad ut que dolut et volupta volorro blatiis alibus doloreh enihiliquo te nobis estrum et volor sabonetm quam explab ium rem abore dipsum res prate nobis antinulparum unt ut as nam nullorem qui blaut est etlb ipsae plabo. Ita velest, torror sum quaestium, simo odia as erspist ex estiandit eicaeptas minus sim di tem eseditutas re, erferum solupti tem eatem repeditest, nihicil ea cumquae. Et essim fugia dellibus magnimus quisitatqui aditiur rem. Am rernatem nobis rem.

If none of the above typefaces are available, use Arial as a substitute font.

36

Brand Guidelines 2022

Queens Village Field Guide

37

Color Color is how we express ourselves.

Designed to be grounded in deep, rich, royal purple and accented with vibrant shades of golden yellow, crimson red, and ultraviolet.

PMS 526 HEX 702f8a

R G B

62 35 99

R G B

241 180 52

R G B

184 58 75

R G B

112 47 138

C M Y K

90 100 25 22

C M Y K

0 32 87 0

C M Y K

6 91 53 16

C M Y K

73 100 0 0

38

Brand Guidelines 2022

ultraviolet

PMS 703 HEX b83a4b

crimson red

PMS 143 HEX f1B434

golden yellow

PMS 669 HEX 3d2262

royal purple

The exact color values to be used in print and digital mediums are specified to the right.

Queens Village Field Guide

39

Color Usage How you use our color palette is important. Royal purple is our primary color, followed by golden yellow as a secondary.

Crimson red, ultraviolet, and kraft-colored tan are accent colors. Be choiceful with colors and don’t use them all at once because it can feel chaotic and unfocused.

lead with power royal purple

accent with passion

highlight vibrancy

crimson red

ultraviolet

ground with roots kraft texture/tan

always express joy golden yellow

make space to breathe white

40

Brand Guidelines 2022

Queens Village Field Guide

41

Pattern This pattern was designed specifically to represent the Queens Village brand. It can be used to create fabric or used as a background texture.

Then a few with shared values gather around the table

To build a sisterhood of trust

Together we can make ripples of change in our community

42

Brand Guidelines 2022

like a fabric, we are all connected and our efforts woven together

It starts with a single vision

Graphic Elements The elements below can be used to add visual interest to brand touchpoints.

Headwrap Can be used as a super graphic or to create holding shapes for text.

Pattern Can be used as background textures or deconstructed and used independently.

44

Brand Guidelines 2022

Combination All the elements can be used together in various brand colors.

Queens Village Field Guide

45

Photography

Photography—Events

High-quality photography, whether stock or professionally taken, plays an important role in helping Black women engage with the brand. They want to see images they can identify with.

Always photograph your events and hire a photographer when possible. Emphasizing locality and showing real Black families are key to establishing your Village community.

Full-color images are preferred

Showcase your events

Reflect your audience, Black moms & families

Show Black moms in a positive light

Babies are always happy and safe

Represent a variety of family types

46

Brand Guidelines 2022

Walk the red carpet

Highlight real women — relatable and empowered

Queens Village Field Guide

47

Living the Brand

Being part of the Village community should be celebrated and displayed with pride. The following are a few examples of how you can live the brand.

Queens Village Field Guide

49

Wearables

T-shirt

T-shirts, totes, and buttons are walking billboards for our brand. Since we want to build national recognition and send a message of unity they are designed to showcase our national logo. Do not make chapter-specific wearables.

We also have patterned fabric that can be used for headwraps.

Tote

Headwrap

Button

50

Brand Guidelines 2022

Queens Village Field Guide

51

Printed Materials

Events

Choose premium, high-quality paper and materials to create your printed touchpoints.

As Queens, we deserve only the best.

When creating and promoting events try to maintain brand colors and adhere to your brand personality. You have the flexibility to customize the graphics to reflect your event but be sure to use the logo correctly.

Business Cards Posters

Journals

Invitations

T-shirts Signs

52

Brand Guidelines 2022

Queens Village Field Guide

53

Digital

Social Media

Website Establishing your online presence is important for community engagement. Our website, www.blackwomenforthewin.com, is a great resource to learn about us.

Social media (Facebook and Instagram) is the primary communication platform used to reach our Black mothers, families, and community at large. As it is important to build a following, please post often and engage with comments and questions in a timely manner.

For your social media pages, use the provided assets for your profile and header image.

Facebook and Instagram Profile Image

Facebook Header Image

Online Store You can buy swag and Queens Village-approved merchandise on our website at www.blackwomenforthewin.com/queens-shop.

54

Brand Guidelines 2022

Queens Village Field Guide

55

Social Media—Chapter Pages

Social Media—Creating Content

When setting up your individual city Facebook or social media accounts, use the primary Queens Village logo NOT the logo with your chapter name. We want to build national recognition and send a message of unity.

A full library of social media templates are available for use through Canva. This includes general announcements, quotes, and events.

Contact Danyelle Bush at Danyelle.Bush@cchmc.org to access the templates shown on the following page.

You can communicate your chapter name in the Facebook account name, handle, and about section as shown below. Your chapter essence and unique vibe should also be reflected in your content.

Guiding Principles • Start by selecting one of the provided templates from the Queens Village brand account.

• Use only approved brand colors, logos, typography, and graphic elements.

Header and Profile Image: Primary Logo

Queens Village Baltimore

@QueensVillageBaltimore

Account Name and Handle: Queens Village City Name

• Design tip: Limit your font sizes and colors so as not to create visual clutter and muddy your message. Less is more when crafting a post. When in doubt follow the preset templates.

• Craft short and simple headlines to limit the amount of copy on your post. Remember you can add detailed information in the caption or comment section in your social post.

• Customize the photography used in social posts to showcase Black women and your community; to visually represent what makes your chapter unique.

Email Address: reachaqueen_ cityname@gmail.com

4106143315 reachaqueen_baltimore@gmail.com

We are Queens Village Baltimore: a supportive community of powerful Black women who come together to relax, repower, and take care of ourselves and each other.

About: "We are Queens Village City Name: a supportive community of powerful Black women who come together to relax, repower, and take care of ourselves and each other."

56

Brand Guidelines 2022

• When selecting photography, simple images work best; use high-quality, unpixelated photography with good lighting.

• The Queens Village brand presence should be clearly represented through the use of the logo, logo graphic (queen silhouette), or logo type (Queens Village wordmark). This will build brand recognition for your followers and for when content is shared.

• Easily create, schedule, and publish content for all your platforms from a single dashboard like Hootsuite, Facebook Meta campaign or Canva.

Queens Village Field Guide

57

Wishing Our Queens a Restful Holiday

Thank You to All Our Queens For Helping

Calling All Moms and Babies in Avondale

Reach out to our team if you need to connect

Reach out to our team if you need to connect

Reach out to our team if you need to connect

Events

Announcements

Social Media—Templates

Mind, Body and Soul

A Journey to Living Our Truth

with Morgan Whaley

Stronger than Life

Realize the Queen you are, You are

Realize the Queen you are, you are

stronger than you know. you got this

stronger than you know. you got this

sis. Lorem ipsum dolor sit amet,

sis. Lorem ipsum dolor sit amet,

consectetuer adipiscing elit, sed

consectetuer adipiscing elit, sed

diam nonummy.

diam nonummy.

Calling All Queens Realize the queen you are, You are stronger than you know. you got this sis. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy. Lorem ipsum dolor sit amet, consectetuer adipiscing elit.

Send your thoughts and ideas to queensvillagecincinnati@gmail.com

Black women are 2 to 3 times as likely to die from preganancy-related causes than white women

Tahlisha Dorsey

Community Director, Black Women Win

58

Brand Guidelines 2022

Kara Michelle

Owner & Entrepreneur, Lilac & Indigo

Poetry Showcase

July 22 | 11am | FACEBOOK LIVE

July 22 | 11am | FACEBOOK LIVE

“ My voice will be heard. I will do anything to protect my child. ” Live Music Party

Picnic in the Park

Girls Night Out

July 22 | 11am | FACEBOOK LIVE

July 22 | 11am | FACEBOOK LIVE

July 22 | 11am | FACEBOOK LIVE

Stronger than Life Work Out Wednesday

Realize the Wueen you are, you are stronger than you know. you got this sis. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy.

Spotlights

Information

Quotes & Inspiration

July 22 | 11am | FACEBOOK LIVE

Find Your Center

In Her Voice Concert

with Nicole Avant

Art & Meditation

Healthy Cooking

July 22 | 11am FACEBOOK LIVE

July 22 | 11am FACEBOOK LIVE

July 22, 2022 Community Center

Breathe Deep

Selfcare & Mental Health

Personal Resilience

with Kara Michelles July 22, 2022

Community Center July 22, 2022

Find Your Personal Strength July 22, 2022

DJ Arie

Changemaker & Musician

Queens Village Field Guide

59

Presentations Educating others about maternal equity and the work of Queens Village is essential to making real change.

Presentation templates are provided through Canva.

They are designed to not only make it easy to share the work, but to establish brand recognition.

60

Brand Guidelines 2022

Queens Village Field Guide

61

Design Tips and Resources

All brand assets have been provided for you to use within your community Village. They are high resolution and may be used on all your brand touchpoints.

Queens Village Field Guide

63

Using Canva

4 Choose from the provided templates.

Canva is a free online design and publishing tool that can be used to access all of Queens Village's brand assets including logo versions, color palette, typography, and design templates.

1 Go to www.canva.com.

2 Create a free account. If you register as a "non-profit" you

will be able to get a Pro account free of cost. We recommend establishing a singular Canva account for your local chapter so that you can keep a record of your communications and photography library.

3 Send your email address that was used to sign up for Canva

to Danyelle Bush at Danyelle.Bush@cchmc.org. She will provide access to the Queens Village brand toolkit. This will be preloaded with all the design assets you will need to create your brand communications.

5 Customize the headline, copy, and photography. Download a JPEG. Then print, post, or email to your Queens.

64

Brand Guidelines 2022

Queens Village Field Guide

65

Sourcing Photography

Design Resources

Unsplash is a free online resource for rights-free stock photography.

See link below to visit our curated collection of images to use in your brand communications.

We are committed to growing and giving back to our local communities. We intentionally support local and Black-owned business whenever possible.

Queens Village Image Collection

Here are a few of our vendors:

https://unsplash.com/collections/0TlsJZ5EafQ/queens-village-image-collection

Pixxel Designs — Photography www.pixxeldesigns.com mdi Promos — Promotional Products http://www.mdipromos.com Deskey Branding — Branding Strategy and Design www.deskey.com Naimah Sams — Graphic Design www.designabovethegrid.com

66

Brand Guidelines 2022

Queens Village Field Guide

67

Questions?

If you have questions or need help determining if your touchpoints are on brand, please reach out to Danyelle Bush at Danyelle.Bush@cchmc.org. We’d be happy to help provide guidance.

68

Brand Guidelines 2022

www.blackwomenforthewin.com