Orphan's Promise // BRAND

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brand guide book

the promise by design

the promise by design

THE PROMISE BY DESIGN 2

Vision: Orphan’s Promise seeks to meet the emotional, intellectual, physical, social and spiritual needs of orphaned and at-risk children around the world.

Mission: We love and serve orphaned and at-risk children. We help keep families together. We create opportunities for strong, sustainable communities.

Tag Line:

giving hope. promising love.

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Table of Contents

Logo Colors Type Voice Social

p6-11 p12-17 p18-21 p22-25 p26-31

logo THE PROMISE BY DESIGN 6

’ Symbol

Wordmark

The colorful children are used as the symbol for Orphan’s Promise in order to help visualize the mission of the brand: to bring hope to the vulnerable and broken.

The Orphan’s Promise type purposefully disregards the space between the two words, and is crafted so it can serve as a stand alone logo in certain cases.

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LOGO VARIANTS

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a

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LOGO VARIANTS

Flagship

Alternate

Wordmark

Small-format

Should be used as the main logo as frequently as possible. This is the face of the brand.

For use when space is encroached and the flagship logo cannot be used. This is logo-2.

For use as emphasis in publications as well as whenever the brand name is mentioned in the body copy of publications.

For use when the logo must be used in tight areas, when the Orphan’s Promise text and kids aren’t legible.

Children Rule This symbol is not a logo by itself, and should never be used without close proximity to the wordmark logo, or copy mentioning the Orphan’s Promise brand. But it’s a perfect design element to use for things like social media content. Feel free to use the full color, black, or white versions.

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LOGO SPACE

’ MODEL 1

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HALF OF THE VERTICAL HEIGHT

LOGO SPACE

Whenever the logo is applied in a design, it should always contain free space around it, in all directions. This means no other design element should conflict with this space, background images are exempt from this rule.

No-alter Rule Under no circumstances will the logo be altered via stretching, squeezing, tilting, outlining, reconfiguring elements, or recoloring outside of chosen brand colors.

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’ The Free Space: Imagine the logo is inside a rectangle. The free space is an imaginary border comparable to half of the vertical height of the rectangle, and it spans the entire perimeter of the logo’s edge.

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for an example, see MODEL 1.

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color THE PROMISE BY DESIGN 12

#00b3e6 #eb4d97 #ffb50b #6ec829 #1176c0 THE PROMISE BY DESIGN 13

COLORS

CMYK: 85/49/0/0 RGB: 17/118/192 Hex: 1176c0 Pantone 3005 U

CMYK: 73/7/1/0 RGB: 0/179/230 Hex: 00b3e6 Pantone 306 U

Orbit

Winterfresh

primary colors THE PROMISE BY DESIGN 14

COLORS

CMYK: 1/85/3/0 RGB: 235/77/151 Hex: eb4d97 Pantone Rhodamine Red U

CMYK: 0/32/100/0 RGB: 255/181/11 Hex: ffb50b Pantone 116 U

CMYK: 59/0/100/0 RGB: 110/200/41 Hex: 6ec829 Pantone 375 U

Dubble Bubble

Juicy Fruit

Double Mint

secondary colors THE PROMISE BY DESIGN 15

COLORS

Our colors are essential to the brand. They’re bold, bright, and playful. Let’s keep them that way by refraining from altering the opacity or tint of the colors, unless being used as an overlay for digital use. All colors should be used with 100% tint.

Print and Digital: There are specific color codes associated with how the colors should be used on the computer screen, and how they should be used in print process. RGB should always be used in conjunction with digital and web use, whereas CMYK should be used for printing. In some instances, a “SPOT color” otherwise referred to as “PMS” must be provided to the printer. In such a case, we’ll use the “Pantone” colors which have been included on each color list.

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COLORS

Be Creative Our primary colors are the colors that will work universally across various design elements. But don’t be afraid to use our secondary colors. Our secondary colors are what make things “pop”.

Just be sure to use the colors in such a way that does not compromise the quality of the design, or cause visual confusion.

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HOW TO USE THE LOGO

type THE PROMISE BY DESIGN 18

proxima nova is our chosen typeface for all design We Use Three Different Styles of Proxima:

Proxima Nova, Proxima Nova Condensed, and Proxima Nova Extra Condensed. Each style has plenty of weights to chose from. As much as possible, we’d like to keep a consistent design hierarchy by using specific variants for the header, subhead, and body copy in publication / design use. See what we’ve chosen on the next pages.

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TYPE USE

In order to drive brand reinforcement to the lower-case wordmark of our logo, all top level headers should be kept lower-case. let’s make it part of our brand.

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Any use of proper nouns should still always remain capatalized, whether used at the beginning, middle, or end of the header.

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lowercase header USE UPPERCASE / NORMAL CAPS FOR SUBHEAD AND SECONDARY HEADLINES Use normal capatalization for body copy. ut quossit, sint auda ilitaerferum autat eture por apiento tasperum quo mi, atisit, volum quiaspel im nobis andicatur?

Apis es eumquiducil molut landeli quaecta vellupta siment moluptaturem quist, quiandi gnatur? Ulpa nimin comni volectat quaeperum et aut ute volorem exped eaque adit, et repudae. Nam, ut adistiscia quidit et intianim atem non cus quodita ecusamus descium alibus et assit omnis aligenient mo delibus, quiandi ditae sequi tem volor autessum nus, et eost, cus re nobitempore verem harchil iquat.Occatque aut libusa dolorep udaessum volupit maiorem quidige ndusdae rrorporiorem etur reiciis

TYPE USE

header

subhead

body copy

proxima nova black

proxima nova extra condensed light

proxima nova light

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voice THE PROMISE BY DESIGN 22

3 c’s of ’ THE PROMISE BY DESIGN 23

VOICE: OUR 3 C’S

3 c’s Compassionate: Cultured: Casual:

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caring, interested, involved world-wide, concious, in-touch, honest fun, encouraging, relevant

VOICE: OUR 3 C’S

Every brand has its own personality. Orphan’s Promise is compassionate, cultured, and casual. In every engagement with our audience, this is how we should sound. This is our voice.

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social THE PROMISE BY DESIGN 26

When to Use Color Whenever we’re creating content for social which includes a happier tone or a picture of a child smiling, we should feel free to throw a block of color behind the logo, or use the colorful flagship version.

When Not to Use Color When creating content for social which include a somber or serious tone, we should use the black or white logo, and eliminate the use of extra color as much as possible.

All images used on social will carry a specific look developed through seasonal editing techniques.

See the examples on pages 28-31

Social Media Dimensions: Facebook, Twitter, and various other social networks are in the business of constantly updating their perameters and size restrictions for cover photos, profile pictures, and advertising content. It’s crucial for us to remain updated with all these forms, and as a rule of thumb, all of our social content must always be designed responsively, meaning that whether the images appear on a smart phone, tablet, or desktop, all design elements on said image are visible.

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SOCIAL: IMAGE USE

When to Use Color THE PROMISE BY DESIGN 28

SOCIAL: IMAGE USE

When to Use Color THE PROMISE BY DESIGN 29

SOCIAL: IMAGE USE

When Not to Use Color THE PROMISE BY DESIGN 30

SOCIAL: IMAGE USE

When Not to Use Color THE PROMISE BY DESIGN 31

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