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?
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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
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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.
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Relax, Rest, Repower
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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
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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
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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.
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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
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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.
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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.
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soul
position personality
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Powerful 16
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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
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Protective 18
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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.
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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.
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BRAND PERSONALITY
Colorful Vibrant Feminine Fun Social Joyful Optimistic Hopeful
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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.
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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.
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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.
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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.
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Logo Versions & Usage This full-color logo is the primary and preferred version to be used on all brand applications.
Full-Color
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Full-Color with Tagline
Full-Color on Light Background
Full-Color Reversed
One-Color
Logo Graphic Mark
Alternate Horizontal
Logo Wordmark
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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
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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.
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BALTIMORE
DAYTON
CANTON
TOLEDO
CLEVELAND
MAHONING VALLEY
COLUMBUS
TULSA
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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
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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.
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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
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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.
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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
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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
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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.
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Combination All the elements can be used together in various brand colors.
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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
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Walk the red carpet
Highlight real women — relatable and empowered
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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.
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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
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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
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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.
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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."
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• 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.
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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
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diam nonummy.
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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
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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
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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.
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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.
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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.
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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
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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.
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www.blackwomenforthewin.com