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CONTENTS BRAND STATEMENT 3
WHAT DOES OUTREACH INTERNATIONAL STAND FOR?
LOGO BRANDING 7 9 10 11 12 13
SIGNATURE CLEAR SPACE COLOR AND USAGE LOGO DON’Ts BRANDMARK USAGE URL / LINES OF TEXT / SILO-BRANDS
TYPOGRAPHY 15 16 18
PRINT PRIMARY PRINT SECONDARY WEB PRIMARY & SECONDARY
COLOR 20 22 24
80 - 20 PRIMARY & SECONDARY COLOR PALETTE SUSTAINABLE GIFTS CATALOG COLOR PALETTE
PHOTOGRAPHY 27 28
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PHOTOGRAPHY COMMUNICATION HIERARCHY
WHAT DOES STAND FOR? 3
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SMART. MEANINGFUL. COMPASSIONATE.
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SIGNATURE The Outreach International signature is the heart of our identity. It is our initial connection to our supporters, and it is important that we use it correctly everywhere it appears. The signature has two components: the OI Brandmark, represented as the orange symbol of a person; and the OI Logotype, represented as the “Outreach International� wording.
These two components are carefully-drawn artwork that should never be redrawn or altered. There are two configurations of the signature: stacked and horizontal. The stacked configuration is preferred. But the horizontal configuration is OK to use when there is not enough space for the stacked configuration.
Brandmark Signature
Logotype
Stacked configuration
Horizontal configuration
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CLEAR SPACE By leaving ample space around the signature, we make sure it stands out. The amount of space needed is measured by the height and width of the ‘O’ in the Logotype, as shown in the exhibit below. The minimum clear space must always allow for one ‘O’ on each of the four sides of the signature. When possible, increase this amount of space to give the signature even more visibility. The same rules apply to all configurations and variations of the signature.
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SIGNATURE COLORS AND USAGE To increase flexibility, we’ve developed a suite of signatures to meet graphic needs. But our OI Brandmark wants to add a little color to the world, so use the full color signature whenever possible.
We trust you. Just use your best judgment when it comes to pairing photos with a signature color. And that goes for all formats of the signature and/or brandmark.
Sometimes, when printing or reproducing the signature, you may have to use one of the one-color variations. And that’s OK. Even though we want you to use the gradient signature when you can, legibility is the top priority.
Legibility should be good, and the signature should be placed on a background with little “visual noise.”
When using a one-color variation, the 60% black signature is preferred. Don’t even think about using a 100% black version. Just kidding. But seriously, don’t do it.
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Full color
Full color
One color positive (60% Black)
One color reversed
Full color brandmark, reversed logotype
Full color brandmark
One color reversed
One color reversed brandmark
PRIMARY LOGO DON’Ts
.org All black (use gray as secondary logo)
Altered fonts
Added URL into the logo
Altered kerning (spacing between letters)
Off color palette
Rearranged components
Stretched or distorted
Scaled components
Dropshadow
Outlines
Box or border
Background image bad for legibility
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BRANDMARK USAGE Here’s the thing: Sometimes our brandmark wants a little space. So after 34 years of proving itself, we decided it was finally ready to stand alone as a visual element broken off from the main signature. Never use the logotype by itself. But if you want to use the brandmark by itself, that’s OK with us.
OI brandmark
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OI magazine with stand-alone brandmark
URLS / LINES OF TEXT / SILO-BRANDS When it’s appropriate, you can use the brandmark in tandem with a URL or a line of text. But make sure you always place the brandmark at the end. The maximum size for the brandmark is to be “one head” taller than the height of the typeface. We like to see our brandmark looking bold, too, but let’s not inflate its ego. It’s been acting really self-important since the rebranding effort began.
When it comes to silo-brands, like Advent Stable, Partnership Programs or Legacy Circle, the preferred font is Gotham Book to use in tandem with the brandmark. This helps us keep a consistent visual hierarchy between the silo-brands and Outreach International’s main umbrella brand. The Sustainable Gifts Catalog is Outreach International’s only sub-brand that has its own branding guidelines deviating from these rules. Diva.
When stacking two or more lines of text, place the brandmark at the end of the bottom line of text. It can also be placed on its own line underneath the last line of text.
OUTREACH-INTERNATIONAL.ORG
LEGACY CIRCLE
URL
Silo-Brand Examples
WE’RE ALL IN THIS TOGETHER
ADVENT STABLE
WE’RE ALL IN THIS TOGETHER
PARTNERSHIPS
Single line of text
Stacked line of text
WE’RE ALL IN THIS TOGETHER LEGACY CIRCLE Stacked text and brandmark
Stacked OI signature with silo-brand
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TYPOGRAPHY - PRINT PRIMARY Outreach International’s official print fonts are: Trade Gothic Bold Condensed No. 20, Gotham, Helvetica and Sabon. These fonts have clean lines, usability and compatibility with our visual identity.
The Gotham font family has been restricted to three fonts: Bold, Medium and Book. Gotham is also used primarily for headlines and text used as a graphic element.
Trade Gothic Bold Condensed No. 20 should be primarily for bold headlines and text used as a graphic element. TRADE GOTHIC BOLD CONDENSED No. 20
GOTHAM BOLD
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 GOTHAM MEDIUM
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 GOTHAM BOOK
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789
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TYPEOGRAPHY - PRINT SECONDARY Helvetica and Sabon have been chosen as secondary print fonts. They should be used as body copy for text-heavy paragraphs.
Sabon is used for body copy in the magazine.
HELVETICA BOLD
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789
SABON BOLD
HELVETICA REGULAR
SABON ROMAN
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 HELVETICA LIGHT
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ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789
SABON ITALIC
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789
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TYPEOGRAPHY - WEB PRIMARY & SECONDARY It’s a good idea to use a web-friendly font with a broad presence so your font doesn’t get altered on various computer systems. These web-friendly fonts are used by web-content authors to increase the chance that their content will be displayed in their chosen font.
To optimize consistency and functionality, we’ve chosen these webfriendly fonts: Alternative Gothic No. 3 (to replace Trade Gothic), Montserrat (to replace Gotham) and Helvetica for body copy.
ALTERNATE GOTHIC No. 3
HELVETICA BOLD
MONTSERRAT BOLD
HELVETICA REGULAR
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 MONTSERRAT REGULAR
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 18
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 HELVETICA LIGHT
COLOR
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COLOR: 80 – 20 Orange is a vibrant color that we chose for many reasons. But it is best used as an accent. If there is too much of it, it can become overpowering. A good rule of thumb is to make sure, at most, the amount of orange is limited to 20% of the overall composition. This will allow us to make sure we have a solid visual hierarchy.
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%
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PRIMARY COLOR PALETTE
SECONDARY COLOR PALETTE
The color orange represents determination, encouragement and creativity—the very same attributes our staff and impoverished families display in the field.
All of the colors we’ve chosen are very intentional. The six colors below were chosen to accompany our six issues in the field. They make up our secondary color palette.
We want to evoke the same feelings in our supporters that we do in the people we impact in the field.
These colors have precise color reference values, as listed on the chart below. Always use the exact color values listed. Or else. Tints of the secondary palette are also displayed.
OI Primary Orange PANTONE 1505 C
OI Brandmark Gradient
PANTONE 7579 C
PANTONE 1235 C
PANTONE 7695 C
PANTONE 577 C OI Highlight Orange PANTONE 1235 C Black
PANTONE 7743 C OI Gray 60% Black
White PANTONE 415 U
PANTONE
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CMYK
RGB
1505 C
0 / 64 / 100 / 0
N/A
0 / 0 / 0 / 100
0/0/0
N/A
0 / 0 / 0 / 60
128 / 130 / 133
N/A
0/0/0/0
255 / 255 / 255
7579 C
7 / 80 / 98 / 0
228 / 88 / 42
1235 C
0 / 31 / 100 / 0
252 / 179 / 20
7695 C
54 / 23 / 19 / 0
123 / 167 / 188
255 / 114 / 0
577 C
37 / 9 / 64 / 0
169 / 196 / 127
7743 C
73 / 37 / 88 / 27
68 / 105 / 61
415 U
45 / 35 / 45 / 3
145 / 147 / 136
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SUSTAINABLE GIFTS CATALOG
SECONDARY COLOR PALETTE & FONT
The Sustainable Gifts Catalog has been designed as its own sub-brand. Diva.
The primary color palette shares colors with the OI brand secondary color palette, allowing us to retain some consistencies between brands.
The primary signatue and silo-signature guidelines should be used for all other campaigns and collateral.
The six colors below make up the OI brand secondary palette, with the exception of the brown (Pantone 161 C).
Sustainable Gifts Catalog Blue PANTONE 7695 C
Sustainable Gifts Catalog Tan PANTONE 415 U Black
White
CMYK
RGB
PANTONE 1505 C
0 / 64 / 100 / 0
255 / 114 / 0
PANTONE 7695 C
54 / 23 / 19 / 0
123 / 167 / 188
PANTONE 7743 C
73 / 37 / 88 / 27
68 / 105 / 61
PANTONE 161 C
73 / 37 / 88 / 27
96 / 61 / 32
PANTONE 415 U
45 / 35 / 45 / 3
145 / 147 / 136
N/A BLACK 90%
0 / 0 / 0 / 90
65 / 64 / 66
Stacked configuration
ADDITIONAL FONT Horizontal configuration
Brush Script MT is an added font for the Sustainable Gifts Catalog. It is to be used as an accent font.
One-Color
BRUSH SCRIPT MT
One-Color with tagline ORDINARY GIFT S T HAT MAKE AN EXTRAORDINARY DIFFERENCE.
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abcdefghjklmnopqrsvwxyz 0123456789
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PHOTOGRAPHY Our photography creates emotion and gives us personality. It allows us to tell the story of our work, and provides insight into the impact we make in the lives of those affected by poverty.
Overall, our images should reflect warmth and vibrancy. This will help us add subtle touches of warm tones to reinforce the orange branding color.
Images should be meaningful and engaging, like our organization. We want to maintain the dignity of the individuals we’re highlighting. And we want our photos to be powerful, relevant and accurately portray the people we work with. The photographs should be carefully chosen to compliment any supporting material and catch the reader’s attention, inspiring them to read more.
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COMMUNICATION HIERARCHY:
ATTRACT
No matter what format of collateral we’re producing, it’s important to be aware of the audience we’re addressing. The content and visuals for e-mails, letters, pamphlets and campaigns should be tailored to fit each audience.
Collateral focuses on a call to action or featured products.
When it comes to our messages, we should follow the Attract, Engage and Connect hierarchy illustrated in the following images.
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ENGAGE
CONNECT
Collateral focuses on increased supporter involvement and advocacy.
Collateral focuses on informing and educating the advocate or supporter.
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