SheEO's Brand Guidelines by SheEO

BRAND GUIDELINE V 1.0 April 2015

CONTENTS Our Story...................................................................................................... 3 Who is a SheEO........................................................................................... 5 Brand Identity............................................................................................. 6 Colour .......................................................................................................... 8 Typography.................................................................................................. 9 Images........................................................................................................10 Programs....................................................................................................11

Brand Guideline

For too many years we have been told

THIS IS THE WAY IT IS... To be successful in business, you need to work 24/7. You have to scale and get big, otherwise you are insignificant. You have to leave your humanity at the door – it’s just business. We have been rewarding a culture of heroes and winner takes all.

SUPPORTING WOMEN ENTREPRENEURS

ON THEIR OWN TERMS The ultimate goal of SheEO is to help more women get involved in developing businesses that matter. In the summer of 2013, Vicki Saunders, Chief SheEO, ran an experimental cohort – where aspiring SheEOs were paired with existing female entrepreneurs to see if there was an appetite and interest for an incubation program that mentors and guides young female entrepreneurs on their own terms. The success of this experiment led to launching SheEO, which was incorporated in February 2014.

Brand Guideline

We aim to address the need for new forms of leadership, new ways of solving problems and new approaches to allocating resources. We provide a space to be real, to dream big, to see a new path and the connections to help the next generation of leaders build a better world.

SheEO offers entrepreneurship education, mentoring, investment and networking for women-led startups.

TRANSFORMING ECOMONY AND CHANGING THE NARRATIVE

CHIEF SheEO VICKI SAUNDERS

SheEO mentors, guides and accelerates the next generation of women-led ventures on their own terms.

Vicki’s passion to create a strong ecosystem for social entrepreneurs in Canada has her advising MaRS Innovation Center, the Office of Social Enterprise in the Ministry of Economic Development, Trade and Employment with the Ontario Government and Ryerson University with the aim to drive wealth creation and positive social change in Canada and beyond.

At SheEO we are dramatically changing the way we support, finance and celebrate women who create new mindsets, new models and new solutions for a better world. We are a network of significant peer support. Based in Canada and global in scope, SheEO is a collaboration of women entrepreneurs, funders and service providers committed to celebrating and supporting ambitious, women-led ventures that have a positive impact in the world.

BY JOINING TOGETHER TO SUPPORT, FINANCE, AND CELEBRATE BUSINESSES REDEFINING EVERYTHING THAT IS BROKEN...

Vicki is a serial entrepreneur, passionate mentor and advisor to the next generation of change makers and a leading advocate for entrepreneurship as a way of creating positive transformation in the world.

In 2001, Vicki was selected as a Global Leader for Tomorrow by the World Economic Forum. She has spoken regularly at events around the world including; The World Economic Forum in Davos, Women of Influence Series in Canada, Schwab Foundation for Social Entrepreneurs events and the Tallberg Forum.

We are transforming our economy and changing the narrative. We are supporting a growing pipeline of creators, makers and entrepreneurs from around the world. We are encouraging the next generation of entrepreneurs to lead on their own terms.

“You can be somebody else and follow but you can’t be somebody else and lead.” Ursula Burns

Brand Guideline

Radically generous

Openminded

Nurturing

SheEOs are women who leverage their passions and strengths to create new mindsets, new models and new solutions for a better world.

Inspiring Collaborative

AS A SHEEO... • Y ou define success on your own terms, there is no single success model for business • Y ou lead from your uniqueness, and don’t follow the herd. Millions of new markets are blossoming and the time is now for you to show up.

Selfstarters

Confident

• Y ou know giving before getting builds strong relationships and lasting success. • Y ou follow the best new business models by building relationships and communities to support vs tearing others down to succeed. • You crave meaning. Meaning is the new money. Genuine

Brand Guideline

Motivated

BRAND IDENTITY The SheEO wordmark is a distinctive visual symbol of our brand.

ALTERNATIVES

Your signature is something that is uniquely yours, and represents you. The handwritten font was selected to evoke a unique signature. It represents the independent, dynamic and evolving nature of each and every SheEO.

WHITE ON DARK BACKGROUND

BLACK

PREFERRED VERSION

WHITE IN CIRCLE

Brand Guideline

PURPLE IN WHITE CIRCLE

LOGO SIZE & PLACEMENT

PARTNER LOGO LOCK-UPS

CLEAR SPACE

HORIZONTAL

BROUGHT TO YOU BY

VERTICAL

BROUGHT TO YOU BY

MINIMUM PRINT SIZE

½" wide

Brand Guideline

MINIMUM WEB SIZE

50px wide

COLOUR

COLOUR IN USE

The SheEO primary brand colour is purple, chosen as it represents many of the same values that SheEO lives. Purple combines the calm stability of blue and the fierce energy of red. The color purple is often associated with royalty, nobility, luxury, power, and ambition. Purple is associated spirituality, the sacred, higher self, passion, third eye, fulfillment, and vitality. Purple helps align oneself with the whole of the universe.

PRIMARY: SHEEO PURPLE

PMS 2597 CMYK: 78·94·0·0 RGB: 94·13·139 SECONDARY COLOURS

PMS 2627 CMYK: 83·100·30·35 RGB: 61·27·80

PMS 3135 CMYK: 100·1·20·3 RGB: 0·131·179

ACCENT COLOURS

PMS 1787 CMYK: 0·90·53·0 RGB: 251·52·72

Brand Guideline

PMS 151 CMYK: 0·55·100·0 RGB: 255·131·0

PMS 395 CMYK: 7·0·79·0 RGB: 236·232·19

PMS 376 CMYK: 53·0·96·0 RGB: 130·188·0

TYPOGRAPHY There are two primary typeface families used in the SheEO brand. Gotham: primarily used for titles, headlines, and subheads in either the Light, Book, or Bold styles. Available for download here: http://www.typography.com/fonts/gotham/styles/ Montserrat:a free alternative to Gotham and is available here: http://www.fontsquirrel.com/fonts/montserrat

GOTHAM LIGHT

GOTHAM BOOK

GOTHAM BOLD

A B C D E FG H I J K L M N O P Q R S T U V W X Y Z a b cd ef g h i j k l m n o p q r s tu v w x y z 1 2 3 4 5 678 9 ! @ # &

A B C D E FG H I J K L M N O P Q R S T U V W X Y Z a b cd e f g h i j k l m n o p q r s t u v w x y z 1 2 3 45 67 8 9 ! @ # &

Source Sans Pro: primarily used for body copy. It is also a web safe font and is used on the SheEO website. Available for download here: http://www.google.com/fonts/specimen/Source+Sans+Pro

SOURCE SANS PRO LIGHT

SOURCE SANS PRO REGULAR

A B CD EFG HIJK L MN O P Q R S T U V W X Y Z a b cd e f g hijk lm n o p qr s t u v w x y z 1 2 3 45 6 78 9!@ # &

A B C D E FG H I J K LM N O P Q R S T U V W X Y Z a b cd e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 78 9!@ # &

Brand Guideline

IMAGES Our images should represent all that being a SheEO has to offer. They should feature SheEOs at work, in a professional environment, or networking. Images should be aspirational, crisp and engaging Images used on the website and marketing collateral should represent SheEOs at their best and avoid stagnant group shots as there is no interaction or inspiration. Whenever possible photography should be utilized to showcase the various SheEO programs and to provide insight into the organization. The preference is to feature two or more SheEOs interacting and engaging with each other vs individual photos or â&#x20AC;&#x153;class portraitâ&#x20AC;? style images where the subjects are all focused on the camera. Always ensure images used are sized to an appropriate resolution for platform.

EXCEPTIONS Images for use on social networks or blogs can be more diverse and informal showcasing all aspects of events and engagements on the fly.

Brand Guideline

PROGRAMS SheEO programs and initiatives offer entrepreneurship education, mentoring, investment and networking for women-led startups. SHEEO MIXERS

IDEAFEST

Are held monthly in Toronto, quarterly in NYC, and intermittently in other cities (Vancouver, San Francisco, Halifax, Montreal, Waterloo, Ottawa). These regular events are a great way to meet other SheEOs and get engaged in the movement.

Get inspired and cultivate your ideas. (surface clarity on the impact they want to have in the world?) STARTFEST Get Structured GROWTHFEST Get Growing ($100K + revenue)

Learn more about SheEO at iamasheeo.com SheEO is social: twitter.com/iamasheeo facebook.com/sheeoofficial google.com/iamasheeo instagram.com/iamasheeo linkedin.com/company/sheeo-ca pinterest.com/iamasheeo

Brand Guideline