Brand Guidelines
Table of Contents
04 Get to Know Us 06 Our History 07 Our Values 08 Brand Words 09 Who We Are
10 Brand Elements 12 Logo 16 Color 18 Typography 26 Asymmetrical Color Block 30 Photography
34 Brand Applications 36 Identity Suite 37 Marketing 40 Merchandise 3
Get to Know Us
Nor thwest Immigrant Rights Project is a nationally-recognized legal services organization founded in 1984. Each year, we provide direct legal assistance in immigration matters to over 10,000 people. We strive to achieve systemic change to policies and practices aecting immigrants through impact litigation, public policy work, and community education.
Our History
Northwest Immigrant Rights Project began in response to an emergency. Hundreds of thousands of Central Americans were fleeing the political repression and violence of civil wars to seek safety and asylum in the United States. But once they arrived, they found they were not welcome. The government did not want to offer the refugees asylum. They did not want to offer them safety. Instead, these refugees faced immigration authorities bent on sending them right back to war and persecution. Not only did they have no legal right to representation, most didn’t have money to hire a lawyer. They were forced to confront the threat and reality of deportation alone. The refugees needed safe-haven. Many churches around the country began giving shelter to Central American refugees — in open defiance of federal law. They called this response the Sanctuary Movement.
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In Seattle, several local churches joined the Sanctuary Movement. Hundreds of Central Americans found refuge within the walls of churches around Seattle and the State. But they were not protected. Without legal representation, many of them would be deported back to the chaos and violence of Central America. A small group gathered together united in their determination to fight for justice and legal protection for the Central Americans seeking safety in the United States. Together, they mobilized volunteer attorneys to defend the rights of these refugees in their search for asylum. After the passage of the Immigration Control and Reform Act, there were immigrants and refugees from all over the world who desperately needed legal representation and advocacy if they were to receive the benefits of this new law. This new legislation, coupled with this new group’s desire to help people from all countries, officially started the Northwest Immigrant Rights Project.
Our Values
Dignity: We all deserve to have our human dignity and fundamental rights respected. Fairness: Laws and policies should be fair and equitable. When liberty or fundamental rights are at stake, all people are entitled to meaningful due process and competent legal representation. Solidarity: We are connected by our common humanity, by global forces that affect our lives, and by historic patterns of oppression, discrimination, and inequity. For society to be just and whole, we must work together to undo systemic oppression in its many forms. Self-determination: Society thrives when all people have opportunities to live their lives to their fullest potential. Safety: People and communities thrive when we all feel and experience safety. Safety should never be used to justify oppression. Inclusion: We see diversity and inclusiveness as a source of strength.
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Brand Characteristics
Dedicated Optimistic Welcoming
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Brand Elements
NWIRP is a pillar within the community; we work diligently to be a reliable suppor t for those in need. Our steadfast presence is paralleled by the consistency of our branding, for we are a voice of the people and our voice should be loud and clear.
Logo
As one of the greatest migrants on the planet, the butterfly is a symbol for immigration. Its miraculous journey spans generations and provides a wellspring of hope for those who find themselves far from home in search of opportunity. It is also a symbol for transformation, an icon for those who seek to change their lives and the lives of those around them.
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Logo Clear space The logo shouldn’t be overcrowded by other elements. It needs space to breathe. Text, images, and other elements should not encroach on the areas around the logos indicated below.
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Logo Alternate Versions Our logo looks best on white with its original colors, but when it’s placed on alternate backgrounds, or when color may be limited, other options are necessary.
Dual Color Applications on Non-White Backgrounds
Single Color Applications On white background
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On non-white background
Logo Improper Usage
Don’t tilt the logo.
Don’t mix logo elements.
Don’t squash or stretch.
Don’t use color combinations that aren’t specified in the previous pages.
Don’t reposition logo elements.
Don’t use drop shadows, strokes, or other visual effects.
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Color
Our colors evoke a sense of warmth and confidence. NWIRP Red shows our passion and strength; we have the courage and the will to take action. NWIRP Orange speaks to the energy with which we act; we move forward together with enthusiasm and an unbridled optimism. As advocates for the rights of the people, we stand unwaveringly by our values.
Primary Colors NWIRP Red
NWIRP Orange
RGB: 152, 38, 43 CMYK: 26, 96, 86, 24 Hex: #99272b Pantone: 7623 C 1807 U
RGB: 252, 133, 17 CMYK: 0, 58, 100, 0 Hex: #fc8511 Pantone: 158 C 144 U
Neutral Colors
RGB: CMYK: Hex: Pantone: 16
226, 227, 226 10, 7, 8, 0 #e1e1e1 Cool Gray 1 C Cool Gray 1 U
RGB: CMYK: Hex: Pantone:
147, 149, 152 0, 0, 0, 50 #939597 Cool Gray 5 C Cool Gray 5 U
RGB: CMYK: Hex: Pantone:
85, 85, 85 63, 55, 55, 31 #555555 Cool Gray 11 C Cool Gray 11 U
Color Usage
Best used for headers subheaders
Best used for blocks behind text subtle headlines
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Best used for large blocks of color important text headers subheaders
Best used for image overlays hover states (web)
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Typography Basics Leading and Tracking Leading is the space between lines.
Tracking is the space between letters.
14 pt. type / 30 pt. leading +75 tracking
The leading here is too loose, so the lines feel disconnected. 14 pt. type / 12 pt. leading
The leading here is too tight, so the lines are hard to read.
14 pt. type / 16 pt. leading
The leading here is just right, so you don’t even notice.
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The tracking here is too loose, so the letters feel disconnected. -80 tracking
The tracking here is too tight, so the words are hard to read. +15 tracking
The tracking here is just right, so you don’t even notice.
Line Length If the line length is too short, the reader’s eyes have to move back and forth too frequently, and it becomes difficult for them to process the content. If the line length is too long, the reader’s eyes have to travel too far to get to the next line, and the reader can lose their place and their interest. A good rule of thumb for maximum line length is that the length of a line shouldn’t be longer than the length of two alphabets in that type treatment.
Too short
Too long
Northwest Immigrant Rights Project (NWIRP) is a nationally-recognized legal services organization founded in 1984. Each year, we provide direct legal assistance in immigration matters to over 10,000 people. We strive to achieve systemic change to policies and practices affecting immigrants through impact litigation, public policy work, and community education.
Northwest Immigrant Rights Project (NWIRP) is a nationallyrecognized legal services organization founded in 1984. Each year, we provide direct legal assistance in immigration matters to over 10,000 people. We strive to achieve systemic change to policies and practices affecting immigrants through impact litigation, public policy work, and community education.
Just right
Northwest Immigrant Rights Project (NWIRP) is a nationally-recognized legal services organization founded in 1984. Each year, we provide direct legal assistance in immigration matters to over 10,000 people. We strive to achieve systemic change to policies and practices affecting immigrants through impact litigation, public policy work, and community education. abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz
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Typography Basics Alignment
When setting type, left-aligned, non-justified type is preferred. It gives text a more natural, comfortable feeling and is generally easier to work with. Justified type is allowed but should be used minimally and on a contextual basis.
Left-Aligned Type Be wary of text blocks that create a distracting shape with its ragged edge. When the last line of a block of text is less than a third of the length of the preceding lines, these are called runts; we want to try to avoid these when possible.
Slightly reducing the tracking on two lines allows the text to move up a bit so that the runt is brought up to the preceding line and the rag (the shape created by the uneven side of a non-justified text block) is improved.
Northwest Immigrant Rights Project (NWIRP) is a nationally-recognized legal services organization founded in 1984. Each year, we provide direct legal assistance in immigration matters to over 10,000 people. We strive to achieve systemic change to policies and practices affecting immigrants through impact litigation, public policy work, and community education.
Northwest Immigrant Rights Project (NWIRP) is a nationally-recognized legal services organization founded in 1984. Each year, we provide direct legal assistance in immigration matters to over 10,000 people. We strive to achieve systemic change to policies and practices affecting immigrants through impact litigation, public policy work, and community education.
Justified Type We generally recommend against using justified type, because it can be very hard to make the type distribution of each line appear even. Notice the uneven gaps between the words of each line.
We modified the justification settings in InDesign to be slightly more lenient with its default letter spacing and glyph scaling. Exercise caution; a little can do a lot, so pay attention to how much the text warps.
Northwest Immigrant Rights Project (NWIRP) is a nationally-recognized legal services organization founded in 1984. Each year, we provide direct legal assistance in immigration matters to over 10,000 people. We strive to achieve systemic change to policies and practices affecting immigrants through impact litigation, public policy work, and community education.
Northwest Immigrant Rights Project (NWIRP) is a nationally-recognized legal services organization founded in 1984. Each year, we provide direct legal assistance in immigration matters to over 10,000 people. We strive to achieve systemic change to policies and practices affecting immigrants through impact litigation, public policy work, and community education.
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Note: Modifying or rearranging your content may also improve the appearance of your text.
Type on Color When using type on a dark or very bold background, the type should be white and a heavier weight of the typeface should be used. A little extra tracking or leading may also help make the text more legible. Helvetica Neue Light on NWIRP Orange
When Helvetica Neue Light is used, it’s harder to read.
Helvetica Neue Medium on NWIRP Orange
When Helvetica Neue Medium is used, it’s easier to read.
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Typeface Helvetica Neue Simple, legible, and professional.
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Type Treatment Example Heading
Our Story
Subheading
Subtitles can sometimes be significantly longer than titles but not as long as body copy.
Body copy
Northwest Immigrant Rights Project (NWIRP) is a nationally-recognized legal services organization founded in 1984. Each year, we provide direct legal assistance in immigration matters to over 10,000 people. We strive to achieve systemic change to policies and practices affecting immigrants through impact litigation, public policy work, and community education.
Heading properties Helvetica Neue Condensed Bold Size: 14 pt. Tracking: +30 Leading: 19.2 pt. Space after: 0.125 in. Acceptable colors: NWIRP colors, white Other notes: Headings should be limited to one line of text.
Subheading properties Helvetica Neue Bold Size: 10 pt. Tracking: +15 Leading: 12 pt. Space after: 0.125 in. Acceptable colors: 80% tint of heading color, white
Body copy properties Helvetica Neue Light Size: 9.5 pt. Tracking: +15 Leading: 11.875 pt. Space after: 0.625 in. Acceptable colors: Black, white
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Type Treatment Quotes and Captions Quote
Attribution
“I left Honduras because the violence got bad. Once I got to my cousin’s in Washington, I had to go to immigration court, but I couldn’t afford an attorney. Then I found an attorney from NWIRP. She was a gift from God. Now I have a green card. I’m in high school and play on our soccer team. I want to become a pilot. But for now, I’m just happy to be living safely in the United States.” — Anderson
Quote properties Helvetica Neue Italic Optimal size: 9 pt. Leading: 12 pt. Tracking: +10 Space after: 0.125 in. Acceptable colors: NWIRP Red, NWIRP Orange, white
Attribution properties Helvetica Neue Regular Optimal size: 9 pt. Leading: 12 pt. Tracking: +10 Space after: 0.125 in. Acceptable colors: NWIRP Grey, white
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Type Treatment Captions
Caption
Speaker addresses the crowd on DACA issues.
Caption properties Helvetica Neue Light Optimal size: 6 pt. Leading: 8 pt. Tracking: 0 Space after: 0.125 in. Acceptable colors: NWIRP Grey
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Asymmetrical Color Block
This element should be used at the top or bottom of a page. This element may be either NWIRP Red or NWIRP Orange. Any type on these blocks should be treated as specified in the typography section of this brand book. Elements should not overlap over the edge of this block, and ample space should be given between other elements and its borders.
3 degrees
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Asymmetrical Color Block Improper Usage
Don’t use any color other than NWIRP Orange or NWIRP Red.
Don’t tilt elements within or around the block.
Don’t use the block to cover most of the page.
Don’t let the edges of the block end before reaching the edge of the paper.
Don’t change the angles of the block
Don’t allow elements to overlap over the color block
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Photography Activism We don’t just defend rights; we fight for them. We want to showcase that drive front and center, as well as the optimism that pushes us forward everyday. We want to inspire the people, just as the people have inspired us. Photos should display subjects that are fiercely proud, with a connection with the camera, those around them, or the energy of what’s happening at the moment.
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Photography Grayscale When representing ourselves and the people we work with, we want the people to be front and center. Framing is key; the subject should be a clear central focus, with a background that isn’t distracting. The mood that these photographs should have is hope and optimism for the future. However, we do understand that these emotions are not always so easy to capture, so subjects should at least engage with the camera or their surroundings in some way.
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Photography Text and Logo Application In order to provide consistent legibility for text placed over images, a color block must be placed behind the text. The block must be at 80% opacity and must be either NWIRP Orange or NWIRP Red. It should not cover or distract from any central subjects in the photograph.
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Photography Improper Usage
No type or logo placement on images
No tilting pages
No overlapping images or text
No non-rectangular crops
No placing images with no gutter between them
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Brand Applications
Our conviction and exceptional drive have produced concrete results, and these results have earned us the trust of the community. NWIRP works directly with people, and in the following pages, we show examples of how our identity can shine through in those interactions.
Identity Suite Stationery
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Marketing Print Collateral
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Marketing Posters
PROTECTING PEOPLE FROM VIOLENCE Visit us at www.nwirp.org
KEEPING FAMILIES TOGETHER Visit us at www.nwirp.org
STANDING UP TO INJUSTICE Visit us at www.nwirp.org
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Merchandise Apparel and Accessories
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Please contact one of the following people of you have any questions: Nataliya Brown nataliyabrown.design@gmail.com Xio Lugo hola@xiolugo.com Kelly Ou oh.hello@gmail.com Mara Stokke hello@marastokke.com
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