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EMERGING LEADERS BRAND MANUAL


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MISSION STATEMENT The Emerging Leaders identity is important and affects how people think and feel about the organization. As a campaign of Open Buffalo, Emerging Leaders uses various workshops and leadership training initiatives to increase the population of skilled change-makers in Buffalo, New York. Those who get accepted into the Emerging Leaders annual class complete an innovative curriculum that combines community organizing training, action-oriented research, and interpersonal skill-building. As the signature leadership development program, Emerging Leaders teaches those who grew up in communities directly impacted by injustice to mobilize their communities around equity issues and to take on leadership roles in community, nonprofit, and government sectors.


TABLE OF CONTENTS BRAND ELEMENTS

PRINT BRAND

OUTDOOR BRAND

ELECTRONIC BRAND

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THE LOGO

The Emerging Leaders logo is the key to its brand identity. The logo is designed to convey a clear and simple

EMERGING LEADERS Unleash great power.

message: empower new change-makers in the city of Buffalo.

FULL COLOR

This logo will help present and promote the Emerging Leaders brand with clarity and consistency, sending a powerful message about identifying as a leader in the community of Buffalo, New York.

EMERGING LEADERS

Unleash great power.

GRAYSCALE


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ALTERNATE VERSIONS

EMERGING LEADERS Unleash great power.

The Emerging Leaders logo will at times be placed in an environment where the background color is not white. There are specific rules for

EMERGING LEADERS

Unleash great power.

TAGLINE

“Unleash great power.”

how the logo rests on a patterned background and guidelines for colored backgrounds as well (see page 7 Background Control in this manual).


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CLEAR SPACE The integrity of the Emerging Leaders logo relies on a clear and legible presentation. To

EMERGING LEADERS Unleash great power.

provide the proper setting, the logo must be surrounded by space that is clear of graphic or typographic elements. We call this area “clear space”. The Emerging Leaders clear space is defined by the “X height” of the “S” that resides inside the logo.

“X HEIGHT”

1.25”

EMERGING LEADERS Unleash great power.

MINIMAL HEIGHT The logo must be flexible in size to accomodate a variety of demands for use. To insure readability and maintain integrity, a minimal size of 1.25” is required.


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LOGO MISUSE

G N I G R EME RS LEADE wer.

eat po

sh gr Unlea

Do not rotate

EMERGING LEADERS Unleash great power.

Do not use any color other than the specified Emerging Leaders Logo colors

EMERGING LEADERS Unleash great power.

Do not alter the typeface

EMERGING LEADERS Unleash great power.

Do not alter proportions

Do not skew

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Do not delete any elements


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BACKGROUND CONTROL EMERGING LEADERS

EMERGING LEADERS

Unleash great power.

EMERGING LEADERS

Unleash great power.

EMERGING LEADERS Unleash great power.

Unleash great power.

No matter which logo

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treatment is most applicable, it must always stand out.

Unleash great power.

To avoid any of the logo elements being illegible, the logo should never

INCORRECT

be placed on any of the solid main logo colors, excluding white and 90% black.

Always make sure that the background provides sufficient contrast for the logo to be clearly legible. Whenever possible, the logo should appear against a white background. The second best

EMERGING LEADERS Unleash great power.

INCORRECT

EMERGING LEADERS Unleash great power.

CORRECT

On occasion, it may be necessary to place the logo over the top of a busy pattern. Used sparingly, it is allowable to change the logo to solid white, or solid 90% black to accomodate the background. Note: Using this logo exception is only permitted on small items (i.e. business card)

alternative is to use the reverse logo on a solid 90% black background.


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Color is an integral part of the Emerging Leaders brand identity. The primary and secondary colors are found in the logo and are displayed on

PRIMARY COLORS

the left. The Emerging Leaders colors have been defined from their parent foundation’s Open Buffalo logo.

SECONDARY COLORS


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TYPOGRAPHY The Emerging Leaders primary typeface is Impact; this typeface is used for main headings, and short sentences that need to stand out against other elements or text on a given page. Please note that this typeface‘s spacing has been altered so

PRIMARY TYPEFACE

that it better replicates Emerging Leaders parent organization, Open Buffalo. The secondary typeface is Helvetica. Although there are many weights and styles, only three will be applicable for the Emerging Leaders brand (displayed on right). This typeface is used for blocks of text, and secondary headings. It will be the dominant face in all print and electronic communications.

SECONDARY TYPEFACE


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PROPER JUSTIFICATION

Left

Center

Right

When using either typeface, especially on print documents, it is important to justify the text properly. Text on the left side of a page must align left, text in the middle of a page must align middle, and text on the right of a page must align right. Note: This rule is only for headings, or short sentences. Always left align blocks of text no matter what part of the page they reside on.


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Photography provides not just a quick representation of what Emerging Leaders stands for, but it serves as a powerful promoter for a richer emotional attachment to the organization. There are two types of photographs Emerging Leaders shows. Photographs in which one person is clearly being a leader over others, and group photographs where everyone is contributing. The photographs in which one person is leading will be selective color to further enhance that person’s identity. The group photographs will be in full color to show that the Emerging Leaders stand stronger together.

SELECTIVE COLOR

FULL COLOR


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Emerging Leaders has a variety of graphic tools that create a unique look and make them recognizable. These elements shouldn’t be

HEXAGON

FINGERPRINT

the main focus of each page, but should be used to add visual interest and enhance Emerging Leaders storytelling. These elements may be shown in any of the primary or secondary colors, and may be used at any opacity necessary to keep the

BUFFALO SKYLINE Note: Because Emerging Leaders is a campaign of Open Buffalo, the Open Buffalo logo is to be placed in the bottom left corner of all

branding material that is seen by people outside of the organization.

important information on a page legible.


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STATIONERY Hello, I am an

Emerging Leaders communicates with a variety of internal and external audiences. In order to project a cohesive image, it is essential for these documents to share a unified look that is consistent with the Emerging Leaders brand identity. It is critical that the stationery is produced consistently and accurately by insuring that the Emerging Leaders logo, and the Open Buffalo logo, are present on all documents.

EMERGING LEADER BUSINESS CARD

EMERGING LEADERS Unleash great power.

617 Main Street, Suite 350 Buffalo, NY 14203

ENVELOPE


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EMERGING LEADERS Unleash great power.

Emerging Leaders 617 Main Street, Suite 350 Buffalo, NY 14203 November 16, 2015 Hon. Darius G. Pridgen Common Council President Ellicott District Common Council Member 1315 City Hall, Buffalo NY 14202 To whom it may concern: Thank you for your leadership in protecting residents of the Fruit Belt from the negative impacts of speculation and gentrification. The Open Buffalo High Road Economic Development Table unites a diverse array of 19 stakeholder groups, representing Fruit Belt residents, business owners, non-profit groups, and other community organizations committed to economic development that puts people and neighborhoods first. We are writing today with several requests regarding land use planning for the Fruit Belt, and, in particular, the disposition of city-owned lots. Most importantly, we ask that, prior to any disposition of city-owned lots in the Fruit Belt, there be a community planning process to decide the use of the land in the neighborhood. Similar to participatory budgeting, a facilitated community planning process allows Fruit Belt residents and stakeholders to turn their vision and goals for the neighborhood into concrete plans, criteria, and guidelines that will ultimately decide the future of the neighborhood. A good example of the process we are requesting is the community planning that PUSH Buffalo did for the Green Development Zone, which has won international awards and has led to dramatic increases in private investment while also realizing the residents’ goals for sustainable, affordable housing, community gardens and green spaces, and community centers. Based on work that Fruit Belt residents and stakeholders have already done to identify their priorities, we think that such a community planning process and, ultimately, the disposition of city-owned lots, should reflect the following vision and principles: The Fruit Belt remains a mixed-income community with the creation of new, affordable owner-occupied and rental housing that matches with the existing fabric of the neighborhood and gives preference to existing Fruit Belt residents.

LETTERHEAD


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Emerging Leaders publications promote and reflect the organization’s brand and reputation. In order to present a consistent, professional and recognisable appearance, these materials should align with the other print brand components by including the brand elements.

EMERGING LEADERS Unleash great power.

EMERGING LEADERS Unleash great power.

BROCHURE


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PACKAGING

Unleash great power.

EMERGING LEADERS

Unleash great power.

FOLDER


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SIGNAGE

Signs identify, inform and direct. They are an opportunity to make a positive impression and are an important way to communicate information to those outside of the organization. Emerging Leaders signage will always be as colorful as possible so that it draws attention quickly.

EMERGING LEADERS OUTDOOR SIGN


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INDOOR SIGN


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BUS STOP SIGN


BILLBOARD

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The Emerging Leaders environment provides an experience that reflects positively on the brand. With an extremely colorful, bright, and comfortable space, Emerging Leaders will be able to attract members and keep them there. This will be where their various workshops and leadership training initiatives are held.


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Emerging Leaders vehicle graphics act as a moving billboard. They gain brand awareness, build trust, and increase authority. Like the stationary signage,

EMERGING LEADERS Unleash great power.

vehicle graphics should be colorful and attention grabbing without using too much pattern or typography, so that they better convey a clear message.


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EPHEMERA

EMERGING LEADERS

The ephemera Emerging Leaders offers are meant to gain awareness among a new set of consumers who may not have otherwise known of the organization. These items have a short shelf life and are easily reproduced making them inexpensive. From a pen to a flashdrive to a mug, these items carry additional brand messages that are important to making the Emerging Leaders brand known.

BAG

PEN

EMERGING LEADERS

EMERGING LEADERS

FLASHDRIVE

KEYCHAIN

EMERGING LEADERS

BUTTON

MUG


APPAREL

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EMERGING LEADERS Unleash great power.

EMERGING LEADER

Apparel offers a chance to link the Emerging Leaders logo to enjoyable experiences which helps create and enhance the brand image. Whether applied to polo shirts, baseball caps (shown on left), or any other apparel, the logo must always represent the spirit of the brand with fun, style, and

EMERGING LEADER

class.


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WEBSITE

www.emergingleaders.org

EMERGING LEADERS

APPLY

Unleash great power.

About

News

Open Buffalo

Donate

Contact

It is equally important how the Emerging Leaders brand appears electronically as it is in print or more traditional formats. Because navigation is crucial to the success of Emerging Leaders’ web presence, the website must be the simpliest design out of any of the other brand elements.

HOME www.emergingleaders.org

The main point of the website is to draw attention to what the organization does, keep tabs on upcoming events, donate money, and to get people to apply.

EMERGING LEADERS

APPLY

Unleash great power.

About

News

Open Buffalo

Donate

Contact

ABOUT


26 www.emergingleaders.org

EMERGING LEADERS

APPLY

Unleash great power.

About

News

Open Buffalo

Donate

Contact

NEWS www.emergingleaders.org

EMERGING LEADERS

APPLY

Unleash great power.

About

News

Open Buffalo

Donate

Contact

OPEN BUFFALO


27 www.emergingleaders.org

EMERGING LEADERS

APPLY

Unleash great power.

About

News

Open Buffalo

Donate

Contact

Connect to

gofundme.com

DONATE www.emergingleaders.org

EMERGING LEADERS

APPLY

Unleash great power.

About

News

Open Buffalo

Donate

Contact

Name Email

Message

CONTACT


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RESPONSIVENESS www.emergingleaders.org

EMERGING LEADERS Unleash great power.

APPLY

www.emergingleaders.org

EMERGING LEADERS Unleash great power.

APPLY

About News

About

Open Buffalo

News

Contact Emerging Leaders, Open Buffalo’s signature leadership development program, trains residents to mobilize their communities around equity issues and to take on leadership roles in community, nonprofit, and government sectors.

Open Buffalo Contact

Emerging Leaders, Open Buffalo’s signature leadership development program, trains residents to mobilize their communities around equity issues and to take on leadership roles in community, nonprofit, and government sectors.

TABLET

SMART PHONE


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EMAIL

EMERGING LEADERS Unleash great power.

www.gmail.com

APPLY Email is one of the main communication and marketing methods of Emerging Leaders. The email newsletter (shown on right) is a great way to keep an audience up to date on Emerging Leaders latest news. It should be colorful and straight to the point. The email signature (shown on page 30) provides a way for all Emerging Leaders members to sign their notes to others regarding the organization. Consistent email signatures deliver a visually coherent look across all Emerging Leaders members.

EMERGING LEADERS Unleash great power.

APPLY

About Sherman D. Webb

At the 2015 Emerging Leaders graduation, Sherman spoke on behalf of his classmates. “There are opportunities that exist in Buffalo,”

www.gmail.com

About Sherman D. Webb

Webb said. “There are resources that exist in Buffalo. However, there are people who look like me and come from where I’m from or have some sort of circumstance that they have to overcome that don’t really have the time or

At the 2015 Emerging Leaders graduation, Sherman spoke on behalf of his classmates. “There are opportunities that exist in Buffalo,” Webb said. “There are resources that exist in Buffalo. However, there are people who look like me and come from where I’m from or have some sort of circumstance that they have to overcome that don’t really have the time or opportunity to have access to these resources that are available to them.”

opportunity to have access to these resources that are available to them.”

Read More

Read More

www.gmail.com

Read More Read More

EMAIL NEWSLETTER


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EMERGING LEADERS Unleash great power.

Max Anderson Address . 617 Main Street, Suite 350 Buffalo, NY 14203 Telephone . 716.345.7777 ext. 132 Mobile . www.emergingleaders.org Follow us on .

EMAIL SIGNATURE


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Emerging Leaders web banner ads get people’s attention and provide a way to learn more about applying to become part of the next Emerging Leaders class. The banners are produced in different sizes to accomadate the different web page layouts they may accompany. The main text within these banners is “Become an Emerging Leader Today!” so that it directly tells the viewer the purpose of the ad. All banners must include a button linked to a page giving further information on the application process.

EMERGING LEADERS Unleash great power.


APP

EMERGING LEADERS

EMERGING LEADERS

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EMERGING LEADERS

Unleash great power.

Unleash great power.

The Emerging Leaders app

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serves as an additional platform to provide useful information about the organization. The app helps engage their target audience by providing events, stories, a photo gallery, and a contact section. This is a simple way EMERGING LEADERS

EMERGING LEADERS

Unleash great power.

Unleash great power.

Open Buffalo kicked off the 2016 session of Emerging Leaders on Friday, Sept. 9, officially marking the 2nd year of the program. Emerging Leaders is a first-of-its-kind leadership development school which aims to build a stronger Buffalo by empowering new change-makers in our city. Those who have been accepted into the 2016 EL class will complete an innovative curriculum that combines cutting-edge community organizing training, action-oriented research, and interpersonal skill-building.

Like the website, the app’s navigation is crucial, and

Name

needs to remain a simple

Email

About Sherman D. Webb At the 2015 Emerging Leaders graduation, Sherman spoke on behalf of his classmates. “There are opportunities that exist in Buffalo,” Webb said. “There are resources that exist in Buffalo. However, there are people who look like me and come from where I’m from or have some sort of circumstance that they have to overcome that don’t really have the time or opportunity to have access to these resources that are available to them.”

increases consumer awareness.

See What We’re Up To Emerging Leaders 2016 Kicks Off!

Leader of the Month

to build the brand and

Why You’re Applying

design. APPLY


33 www.facebook.com/emergingleaders Home 20+

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Emerging Leaders @EmergingLeaders Home About

Like

Events

Message

Save

More

Apply to be an Emerging Leader

Photos

Emerging Leaders needs to utilize social media platforms in order to create more of a web presence.

Status

Donate

Photo/ Video

Community Organization . Buffalo, New York

4.7

Likes

Write something on this Page...

Actions

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Upcoming Events

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3,969 people like this

1,653 people have been here

Because the logo cannot be smaller than 1.25�, Emerging Leaders will utilize an icon (shown on right) throughout the different platforms to create unity.

www.twitter.com/emergingleaders

@emergingleaders #emergingleaders #openbuffalo

The three main applications are Facebook, Twitter, and Instagram. On these, Emerging Leaders can post statuses and pictures about their news and events.

http://www.dailypublic.com/article...

ICON

'Emerging Leaders' Imagine a New Buffalo That Includes...

www.instagram.com/emergingleaders

Search


34 EMERGING LEADERS

Person sitting on a park bench, looking upset

Person walks down a sidewalk and explains how they don’t have much opportunity in life

Emerging Leaders graphic bounces into frame and taps person on the head The storyboard is a 30 second video that tells about what Emerging Leaders is.

EMERGING LEADERS

By mixing film, animation, music, and storytelling, Emerging Leaders will be

Emerging Leaders graphic zooms into full frame

Shows Emerging Leaders workshops with a voiceover explaining the organization

Shows Emerging Leaders events as the voiceover continues to explain

able to further build a community by creating a video that will get a positive reaction from its audience.

EMERGING LEADERS Unleash great power.

Person says how much Emerging Leaders has helped him or her. They give a thumbs up with the fingerprint graphic element on it.

Person moves their thumbs up toward the screen

The Emerging Leaders logo bursts out and the commercial comes to an end


Emerging Leaders Brand Manual  

This is a brand manual I designed for the Emerging Leaders Campaign in Buffalo, NY. It is some of my best work so check it out!!

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