Bleaching the Barrier Identity Guidelines

TBRAND GUIDELINES

March 2024

TThe Bleaching the Barrier brand is important in that it represents the identity and ensures that the proper message is spread throughout its use. It is important to note that all brands have a specific identity, it can offer the firsthand impression people make on the company. When a company has a cohesive and unified identity, it acts as a reinforcement of the values and character that the brand wants to project. With Bleaching the Barrier, it is important that the identity is accurately perceived as a clear representation of the campaign’s topic while providing a visually captivating design that captures viewer’s attention.

The purpose of this manual is to ensure the proper success of the Bleaching the Barrier branding and to ensure its identity’s consistent use across key applications. This manual defines the specific rules for the appropriate treatement of the campaign’s brand elements. It details brand’s focus and purpose, the correct usage and scale of its logos, it specifies the correct colors that are important to the brand, and offers the correct ways to reproduce the identity with the utmost integrity. This manual is to act as a guide for the further development and use of designs associated with the Bleaching the Barrier brand.

BRAND STORY

Established in 2024, Bleaching the Barrier was created in order to provide education to the masses and help create an impact on conserving the planet’s coral reefs. Through education and awareness, we have the ability to promote a change and prevent the extinction of not only coral reefs but many marine species that depend on it.

WHAT WE STAND FOR

Conserving coral reefs and marine ecosystems that depend on them

The National Oceanic and Atmospheric Administration (NOAA) states that 25% of the ocean’s fish depend on healthy coral reefs as shelter, food resource, and a reproduction safe haven

Educating people on the importance of coral reefs

Lessening the amount of people ignorant to the importance of coral reefs would allow the topic to become more known and at the forefront of people’s minds

Influencing individuals to get involved in making a change

Promote the decrease of ocean temperatures that cause coral bleaching

Contributing to organizations, whether that be monetarily or through volunteering, would allow an active approach at saving coral reefs and many marine species

Rising ocean temperatures due to global warming are what cause coral to bleach and die. At the current rate, 90% of all coral reefs are expected to die by 2050

MISSION STATEMENT

At Bleaching the Barrier, our mission is to inspire and empower individuals to become stewards of the planet’s precious coral reefs. We are dedicated to fostering awareness and the understanding of how vital a role coral reefs play in sustaining marine ecosystems and the health of the planet’s coastlines. Through education, advocacy, publicity, and community engagement, we strive to create a global movement committed to the conservation and restoration of these fragile underwater ecosystems. By working hand in hand with the communities this campaign reaches and those interested in helping, we aim to bleach away the barriers of ignorance and foster a collective responsibility for the health and longevity of coral reefs for generations to come.

VISION STATEMENT

We envision a world where the vibrant beauty and ecological significance of coral reefs are universally recognized and cherished. At Bleaching the Barrier, we see a future where communities actively participate in the conservation and restoration of coral ecosystems by fostering sustainable practices and innovative solutions. Our vision consists of thriving marine environments where diverse coral species flourish and provide habitats for countless marine species. Through our efforts, we aspire to be a catalyst of change and create a global network of informed and passionate individuals that all work together to ensure the resilience and vitality of coral reefs and the overall health of our planet’s oceans.

BRAND PERSONALITY

BLEACHING THE BARRIER BRAND IS...

DARING

EDUCATIONAL HOPEFUL

RESILIENT

CONCIOUS TRANSFORMATIVE

BLEACHING THE BARRIER BRAND IS NOT...

TRANSPARENT

COMPETENT UP-TO-DATE

CARELESS UNRELIABLE DESTRUCTIVE NEGLIGENT

SHORT-SIGHTED IRRESPONSIBLE EXCLUSIVE INCONSIDERATE IGNORANT

PRIMARY WORDMARK

LOGOMARK

COMPONENTS OF THE BLEACHING THE BARRIER IDENTITY SYSTEM

The Bleaching the Barrier visual identity system consists of:

• The Primary Wordmark

• Logomark

The primary wordmark is available in its preferred versions which are applicable for most uses. Visit pages 10-11 for more detailed information on the use of various versions.

The logomark is a restrictive-use option and may only be used in situations where there is a constraint on space but still allows for the business to be displayed in a flexible manner.

See page 12-13 for more detailed information on using the different variations of the logomark.

Primary gradient logo [Gradient color scaling from #7652A2 (dark purple)#E1CDE4 (light shade) and # E7DCED (lightest purple). See page 17 for the CMYK, RGB, and HEX values].

THE PRIMARY WORDMARK

The Bleaching the Barrier primary wordmark may be produced using the core color palette and gradient. In instances where color is not an option or where the core color palette may conflict with the application in use, the primary wordmark may be reproduced in black or grayscale. Instances in which the primary wordmark is reproduced using the core color palette, or alternate solid color options, will depend on the limitations and/or requirements of the specific application in which it is being used. See page 17-18 for the core color palette and the CMYK, RGB, and HEX values.

3" (Min. width)

Primary solid logo (one-color version, may be reproduced in black, grayscale, or any solid color from the core color palette. See page 17 for the core color palette).

Small scale logo. (Min width size is 3"in. May be reproduced in any of the color options described to the left)

THE PRIMARY WORDMARK CLEARSPACE

To maintain the integrity of the Bleaching the Barrier primary wordmark ample space should always be provided. Clearspace is important so that the balance of the logo is not interrupted by outside elements. The diagram below depicts the correct amount of space that should exists around the primary wordmark.

Gradient logomark [Gradient color starting at #E7DCED (lightest purple) to #7652A2 (dark purple) . See page 17 for the CMYK, RGB, and HEX values].

THE LOGOMARK

The logomark (one-color version, may be reproduced in black, grayscale, or any solid color from the core color palette. See page 17 for the CMYK, RGB, and HEX values).

The Bleaching the Barrier logomark may be used in instances where there is a constraint for space. This logomark allows for a flexible, bold and recognizable option where there is unavailable space for the primary wordmark.

The Bleaching the Barrier logomark may be produced using the core color palette. In instances where color is not an option or where the core color palette may conflict with the application in use, the logomark may be reproduced in black or grayscale. Instances in which the logomark is reproduced using the core color palette, or alternate solid color options, will depend on the limitations and/ or requirements of the specific application in which it is being used. See page 17 for the core color palette and the CMYK, RGB, and HEX values.

Small scale logo. (Min width size is 0.5"in. May be reproduced in any of the color options described above).

0.5"in (Min. width)

THE LOGOMARK CLEARSPACE

To maintain the integrity of the Bleaching the Barrier logomark, ample space should always be provided. Clearspace is important so that the balance of the logo is not interrupted by outside elements. The diagram to the left depicts the correct amount of space that should exists around the logomark.

DO NOT OUTLINE ANY PART OF THE IDENTITY.

DO NOT APPLY ANY FILTERS SUCH AS A DROP SHADOW OR EMBOSS.

DO NOT PLACE IDENTITY DESIGN AT AN ANGLE.

DO NOT CREATE ALTERNATE LOCK-UPS . TH E

INCORRECT USAGE

The Bleaching the Barrier identity is the official mark of the organization and should be rendered with utmost consistency and dignity. It should never be tweaked, stretched, or otherwise manipulated.

This page shows some of the mistakes that are to be avoided.

DO NOT ADJUST PLACEMENT, SPACING, AND SCALE OF ANY ELEMENT OF THE IDENTITY DESIGN.

DO NOT STRETCH THE IDENTITY DESIGN IN ANY DIRECTION OTHER THAN IN PROPORTION.

DO NOT APPLY A STROKE TO THE IDENTITY DESIGN.

DO NOT TYPESET ANY PART OF THE IDENTITY DESIGN.

RALEWAY (PRIMARY)

T U V W X Y Z

MONTSERRAT (SECONDARY)

A B C D E F G H

I J K L M N O P Q R S T U V W X Y Z A B C D E F G H I J K L M N O P Q R S

TYPOGRAPHY

The Bleaching the Barrier logotype uses the typeface Raleway black. The Raleway typeface should only be used for the brand’s workmark and for the primary headers and sub-headers. Raleyway should only be used in uppercase letters and never combined using a mix of uppercase and lowercase letters.

All secondary typeface elements, such as body copy and captions, will use Montserrat regular as its typeface.

Raleway is designed by Matt McInerney, Pablo Impallari, and Rodrigo Fuenzalida. This typeface can be downloaded at: https://fonts.google.com/specimen/ Raleway

For more information on the rights and licenses, visit: https://fonts.google.com/specimen/Raleway/about

Montserrat is designed by Julieta Ulanovsky, Juan Pablo del Peral, and Jacques Le Bailly. This typeface can be downloaded at: https://fonts.google.com/specimen/ Montserrat

For more information on the rights and licenses, visit: https://fonts.google.com/specimen/Montserrat/about

TYPE SETTINGS

The Bleaching the Barrier brand typefaces are purposeful and should follow the recorded types of settings.

Header One

Typeface: Raleway

Weight: Black

Size: 40pt

Leading: Auto Tracking: 25

Header Two

Typeface: Montserrat

Weight: Semi-Bold

Size: 30pt

Leading: Auto Tracking: 25

Subheader One

Typeface: Raleway

Weight: Bold

Size: 30pt

Leading: Auto

Tracking: 25

Body Copy

Typeface: Montserrat

Weight: Regular

Size: 12pt

Leading: Auto Tracking: 0

Subheader Two

Typeface: Montserrat

Weight: Medium

Size: 20pt

Leading: Auto Tracking: 25

Captions

Typeface: Montserrat

Weight: Regular Size: 9pt

Leading: Auto

Tracking: 0

CMYK: 63 | 79 |0 | 0

RGB: 118 | 82 | 162

HEX: # 7652A2

CORE COLOR GRADIENT

CMYK: 7 | 12 |0 | 0

RGB: 233 | 222 | 238

HEX: #E9DEEE

CORE COLOR PALETTE

The core color palette is derived from a variation of a purple that was sampled from real living and glowing coral reef. A very light and subtle purple color that is just shy of white is the second color in the core color palette. This signifies the bleached color of dead coral reefs without losing the elements of the logo if placed on white backgrounds.

The wordmark uses a gradient of shades as it transfers from purple to the light subtle purple. The use of the gradient should be used to enhance design elements but not overpower them. Use the gradient sparingly and with clear reasoning.

NOTE: CMYK, RGB, and HEX codes are provided and should be used in the appropriate context. CMYK should be used for print collateral, RGB and Hex codes should be used online.

CMYK: 87 | 75 | 0 | 0

RGB: 59 | 85 | 166

HEX: #3B55A6

CMYK: 6 | 0 | 96 | 0

RGB: 246 | 235 | 25

HEX: #F6EB19

NEUTRAL COLOR PALETTE

CMYK: 0 | 71 | 58 | 0

RGB: 242 | 111 | 99

HEX: #F26F63

SECONDARY & NEUTRAL COLOR PALETTE

This extended palette is available for instances where a fuller range of colors that work in conjunction with the core color palette are needed. The secondary color palette may be used where there is a demand for a coordinated spectrum of related colors.

Not all the colors will work together, so this palette should be an indication of the palette, but not an endorsement of all potential combinations that are possible.

The neutral color palette can be used with the core and secondary color palettes as a neutral tone throughout.

NOTE: CMYK, RGB, and HEX codes are provided and should be used in the appropriate context. CMYK should be used for print collateral, RGB and Hex codes should be used online.

CMYK: 75 | 68 | 58 | 90

RGB: 0 | 0 | 0

HEX: #000000

CMYK: 67 | 60 | 58 | 43

RGB: 68 | 69 | 69

HEX: #444545

CMYK: 38 | 31 | 32 | 0

RGB: 163 | 163 | 163

HEX: #A3A3A3

IMAGE STYLE

3" Wide BTB Logomark

Bleaching the Barrier’s brand has the ability to pull images from other partnering brands and/or campaigns to help coordinate among all parties in conveying the brand and its message. These images should only consist of content relative to the brand’s focus.

The image style should consists of half color half black and white. The curves on the black and white portion should be applied to whiten the whites and darken the dark. This is to extend the portrayal of the bleach corals across more design elements.

The Bleaching the Barrier logomark should be 3in wide. The logomark should be positioned in the right corner of the image and be 2in away vertically and horizontally from the corner.

IMAGE OVERLAY

If placing text or graphic elements overtop images, the Bleaching the Barrier’s brand follows a color overlay using black, hex code #000000, at a 70% opacity over the images.

This allows for the images to still serve as backgrounds but extend the ability for text or other design elements to still be visible.

Note: Include the Breaching the Barrier logomark in the right corner following the rules from page 19 if no other Breaching the Barrier identification is on the image.

ADDITIONAL ELEMENTS: PATTERNS

A pattern can be used as an additional element for the Breaking the Barrier brand identity. The pattern consists of organic shapes that imitate that of coral reefs. If can commonly be used as a background pattern for items such as stationery.

IDENTITY APPLICATION

If placing text or graphic elements overtop images, the Bleaching the Barrier’s brand follows a color overlay using black, hex code #000000, at a 70% opacity over the images.

This allows for the images to still serve as backgrounds but extend the ability for text or other design elements to still be visible.

Note: Include the Breaching the Barrier logomark in the right corner following the rules from page 19 if no other Breaching the Barrier identification is on the image.

BTB_PrimaryIdentity_Color.pdf

BTB_PrimaryIdentity_Color.png

BTB_PrimaryIdentity_Color.jpg

BTB_PrimaryIdentity_Black.pdf

BTB_PrimaryIdentity_Black.png

BTB_PrimaryIdentity_Black.jpg

BTB_PrimaryIdentity_Grayscale.pdf

BTB_PrimaryIdentity_Grayscale.png

BTB_PrimaryIdentity_Grayscale.jpg

IDENTITY FILES INDEX

Included on pages 23 - 24 are the following versions of the Bleaching the Barrier identity files:

• BTB Primary Identity

• BTB Logomark

Each of the versions is provided in a color/gradient, black, and grayscale option. All the files are provided in the following formats: PDF, PNG, and JPG.

Note on file format usage:

PDF are intended for use with print. They are a scalable vector format which doesn’t lose quality when printed in large or small scales.

PNG is intended for your website. It is a transparent graphic, which means that it’s not attached to any background color or flattened.

JPG is also intended mostly for online use, but they have been saved at the highest quality, providing you flexibility in its use. JPG is a flattened graphic and contains a white background.

BTB_Logomark_Color.pdf

BTB_Logomark _Color.png

BTB_Logomark _Color.jpg

BTB_Logomark _Black.pdf

BTB_Logomark _Black.png

BTB_Logomark _Black.jpg

BTB_Logomark _Grayscale.pdf

BTB_Logomark _Grayscale.png

BTB_Logomark _Grayscale.jpg