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[CANNABIS] DECODED

VERSION 1.0 | JUNE 2018

CAMPAIGN BRAND GUIDELINES

A YOUTH MARIJUANA EDUCATION INITIATIVE FROM THE COUNTY OF SAN MATEO

CAMPAIGN QUICK GUIDE


[CANNABIS] DECODED

VERSION 1.0 | JUNE 2018

CAMPAIGN QUICK GUIDE

INTRODUCTION

This document is an abridged version of our brand guidelines. It is meant for professional designers or individuals familiar with working with the [Cannabis] Decoded graphic system. For detailed guidelines, rules, and best practices, see our full guidelines document. Additional [Cannabis] Decoded brand assets and resources can be attained by contacting the individuals listed on the last page of this document.

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[CANNABIS] DECODED QUICK GUIDE

VERSION 1.0 | JUNE 2018

THE LOGO GRID

CONSTRUCTION

The proportions and layout of our logo are determined by the bracket at any given size.

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3x space from wordmark

1x space around leaf

A single line of the bracket = 1x. A full bracket width = 3x. The ideal distance between the mark and logotype is 3x. Clearspace is the protected area around the logo where no other elements “touch.� The clearspace preferred around the logo should be 3x, based on the width of the bracket at the size it appears. Try to use this clear space when putting the logo next to other graphic elements, borders, edges, or in line with partner logos.

bracket line width = 1x

full bracket width = 3x

CLEAR SPACE

If 3x of space is absolutely unavailable, never place logo with less than a minimum of 1x of clearspace around all sides.

full bracket width = 3x all around


[CANNABIS] DECODED QUICK GUIDE

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MINIMUM SIZE

LOGO COLORWAYS

The minimum size is the smallest size the logo may be used. This is to ensure readability of the mark. Don’t reduce the logo smaller than is specified below:

Logo Minimum Size: LxH 1 in x 0.16in 6 picas x 1 pica 72 pts x 12 pts

CANNABIS LEAF USE

ON LIGHT BACKGROUNDS

ON DARK COLORS

ON LIGHT COLORS

The cannabis leaf should never appear without the wordmark. Using the cannabis leaf and brackets alone begins to look as though it is promoting cannabis use.

ON DARK BACKGROUNDS

BLACK AND WHITE

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[CANNABIS] DECODED QUICK GUIDE

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SECONDARY USE OF LOGO

TOPIC TITLE COLORWAYS

The brackets in our logo are a framing device to focus on what’s important, so we occasionally allow them to hold topic titles. • • • • • • •

Topic titles can replace the cannabis symbol in the logomark They may only use typography, never new symbols or images. Use Din Bold Condensed for any new Topic Title constructions. Titles may use a secondary color other than green, but the Decoded logotype should only ever appear in blue Title color should align with the topic. For more information on color associations, see the following section on color Titles should make sense in the sentence convention of [Topic] Decoded. Titles should be 1-2 words at most, and shorter in length

This modulation of the logo can be used to help with navigating sections of a website or document, and creating variation in our branded materials.

LIGHT BACKGROUNDS

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DARK BACKGROUNDS

ON COLOR


[CANNABIS] DECODED QUICK GUIDE

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LOGO: PARTNERSHIPS & CO-BRANDING

EXAMPLES OF LOGO PAIRING

In cases where an independent program, organization, or service is aligned with the [Cannabis] Decoded campaign, a co-brand signature may be used. In these instances, the logo of the partner program appears in-line with the [Cannabis] Decoded logo separated by a thin rule. They may also appear below the logo. Irregular, round, or stack logos should be sized to be proportionately legible. They should be aligned to the [Cannabis] Decoded logo’s center. Co-branded logos should be scaled to the size of the [Cannabis] Decoded logo. They are not to appear larger than the [Cannabis] Decoded logo. Alternately, the two logos may appear in separate locations on the same piece.

USING CLEARSPACE

Try to maintain the clear space ratio (3x) around all sides of the logo when putting it next to other logos. For more information about clear space, see page 8.

In-line logo pairings share the same grid as the logo

Round, stacked, or irregular logos are centered proportionately for legibility

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[CANNABIS] DECODED QUICK GUIDE

VERSION 1.0 | JUNE 2018

THE BRACKETS

BEST PRACTICES

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Brackets can move and expand to contain different types of content. Don’t close the brackets closer together than a square proportion would allow. We want to keep the space airy rather than crowded.

clearspace

clearspace

spine

Give your text and images enough breathing room within the square! Attribution or secondary text like hashtags can be added to the brackets. This text should be smaller than the body copy and align with the center of the bottom arm.

arm

LOREM IPSUM DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT, SED DO EIUSMOD TEMPOR INCIDIDUNT UT LABORE ET DOLORE MAGNA ALIQUA. UT ENIM AD MINIM VENIAM, QUIS NOSTRUD EXERCITATION ULLAMCO LABORIS NISI UT ALIQUIP EX EA COMMODO CONSEQUAT. DUIS AUTE IRURE DOLOR IN REPREHENDERIT IN VOLUPTATE VELIT ESSE CILLUM DOLORE EU FUGIAT NULLA PARIATUR.

LOREM IPSUM DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT, SED DO EIUSMOD TEMPOR INCIDIDUNT UT LABORE ET DOLORE MAGNA ALIQUA. UT ENIM AD MINIM VENIAM. CARLA, 14, REDWOOD CITY

Attribution or hashtags should align with the center of the bottom arm.


[CANNABIS] DECODED QUICK GUIDE

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COLOR OVERVIEW

MAIN PALETTE

Our colors are designed to grab youth attention, but they should be used with restraint: use lots of whitespace or rich charcoal to make sure that pages remain readable and not overwhelming. Avoid using too many colored backgrounds: one or two will make an impactful impression, but give the eyes areas to rest! When reproducing these colors for digital applications, use the RGB values or color codes provided here. When reproducing our colors in print, silkscreen, or other physical applications, it is best to use the Pantone Matching System (PMS) colors provided here.

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DECODER BLUE

LEAF GREEN

RICH CHARCOAL

WHITE

PMS 072 C R 15 G 15 B 219 #0F0FDB

PMS 802 C R 102 G 204 B 51 #66CC33

PMS 072 C R 39 G 37 B 43 #27252B

R 255 G 255 B 255 #FFFFFF

BRIGHT BLUE (HEALTH)

BRIGHT TANGERINE (THE LAW)

BRIGHT PURPLE (IMPACT)

R 58 G 185 B 219 #3AB9DB

R 248 G 153 B 29 #F8991D

R 177 G 84 B 255 #B154FF

DARK GREEN PMS 361 C

DARK BLUE (HEALTH)

DARK TANGERINE (THE LAW)

DARK PURPLE (IMPACT)

R 57 G 165 B 2 #39A502

R 34 G 145 B 192 #2291C0

R 237 G 103 B 2 #F8991D

R 148 G 0 B 239 #9400EF

SECONDARY PALETTE Brights: For Dark Backgrounds

LIGHT GRAY R 241 G 241 B 241 #F1F1F1

Darks: For Light Backgrounds


[CANNABIS] DECODED QUICK GUIDE

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COLOR THEMES

[CANNABIS] DECODED

Our secondary palette colors align to different areas of information. When we use this color theming consistently, it helps our audience navigate the information easier, especially as they build stronger color associations over time. This can be used in iconography, topic title versions of the logo, testimonials, typography, and backgrounds. When discussing facts related to the properties of cannabis, the plant itself, the cannabis industry, or a specific type of cannabis use, use green. Green should always stand for direct cannabis related information. Green is a good choice for general campaign information that does not fall into one of our informational categories. When discussing facts related to health, use the secondary palette blue.

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LEAF GREEN

DARK GREEN

R 102 G 204 B 51 #66CC33

R 57 G 165 B 2 #39A502

RICH CHARCOAL

DECODER BLUE

LIGHT GRAY

WHITE

R 39 G 37 B 43 #27252b

PMS 072 C R 15 G 15 B 219 #0f0fdb

R 241 G 241 B 241 #F1F1F1

R 255 G 255 B 255 #FFFFFF

RICH CHARCOAL

DECODER BLUE

LIGHT GRAY

WHITE

R 39 G 37 B 43 #27252b

PMS 072 C R 15 G 15 B 219 #0f0fdb

R 241 G 241 B 241 #F1F1F1

R 255 G 255 B 255 #FFFFFF

[HEALTH] DECODED

BRIGHT BLUE (HEALTH)

DARK BLUE (HEALTH)

R 58 G 185 B 219 #3AB9DB

R 34 G 145 B 192 #2291C0


[CANNABIS] DECODED QUICK GUIDE

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COLOR THEMES

[THE LAW] DECODED

When discussing facts related to the law, use the secondary palette orange. When discussing facts related to impact, use the secondary palette purple.

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BRIGHT BLUE (HEALTH)

DARK BLUE (HEALTH)

R 58 G 185 B 219 #3AB9DB

R 34 G 145 B 192 #2291C0

RICH CHARCOAL

DECODER BLUE

LIGHT GRAY

WHITE

R 39 G 37 B 43 #27252b

PMS 072 C R 15 G 15 B 219 #0f0fdb

R 241 G 241 B 241 #F1F1F1

R 255 G 255 B 255 #FFFFFF

RICH CHARCOAL

DECODER BLUE

LIGHT GRAY

WHITE

R 39 G 37 B 43 #27252b

PMS 072 C R 15 G 15 B 219 #0f0fdb

R 241 G 241 B 241 #F1F1F1

R 255 G 255 B 255 #FFFFFF

Impact topics may include non-law related consequences (like getting kicked off the basketball team) or facts about the social or environmental effects of the illegal cannabis industry.

[IMPACT] DECODED BRIGHT PURPLE (IMPACT)

DARK PURPLE (IMPACT)

R 177 G 84 B 255 #B154FF

R 148 G 0 B 239 #9400EF


[CANNABIS] DECODED QUICK GUIDE

VERSION 1.0 | JUNE 2018

TYPOGRAPHY

OUR TYPEFACES

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01

We use Din Condensed Bold for headlines and large graphic text.

AABACCDDEEFFGGHHIIJJKKLLMMNNOOPP QQRRSSTTUUVVWWXXYYZ0123456789!&?

It always should appear in all-caps. The condensed nature of this typeface has modern impact, but can be hard to read in longform of copy. Try to keep blocks of DIN less than 4-6 lines and do not use this typeface for small size applications.

LOREM IPSUM DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT, SED DO EIUSMOD TEMPOR INCIDIDUNT UT LABORE ET DOLORE MAGNA ALIQUA. UT ENIM AD MINIM VENIAM, QUIS NOSTRUD EXERCITATION ULLAMCO LABORIS NISI UT ALIQUIP EX EA COMMODO CONSEQUAT. EXCEPTEUR SINT OCCAECAT CUPIDATAT NON PROIDENT, SUNT IN CULPA QUI OFFICIA DESERUNT MOLLIT ANIM ID EST LABORUM.

02 We use Roboto Regular for body copy and longform text. This typeface has a more vertical construction than most sans-serif fonts, ensuring that it pairs with Din. Its more open characters are easier to read at small sizes. It should always appear in sentence case. Roboto is free to download from Google fonts. However, in the event it is not available a standard sans serif like Arial may be used. When creating a branded piece or opening a template, make sure you have both fonts installed on your computer. Package fonts with your assets when sharing with vendors or collaborators.

THIS IS DIN CONDENSED BOLD.

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This is Roboto Regular. AaBaCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZ0123456789!&? Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

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[CANNABIS] DECODED QUICK GUIDE

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TYPOGRAPHY

TYPOGRAPHIC STYLE EXAMPLES

These are some examples of how to use our typography in a way that creates visual heirarchy. Quick guide to choosing type weight: • • • • •

Headline: DIN Condensed Bold, all caps Subhead: DIN Condensed Bold, all caps Body copy: Roboto Regular Factoids: Roboto Regular Attribution, URL, or Hashtag: DIN Condensed Bold, all caps

Type should generally use charcoal gray.

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THIS IS A HEADLINE OR TESTIMONIAL WITH FACTS. IT IS SET IN DIN CONDENSED BOLD, ALL CAPS. IT CAN APPEAR IN GRAY, BLUE, OR WHITE. IT CAN FEATURE EMERGENT MESSAGING THAT USES A COLOR TO HIGHLIGHT THE IMPORTANT PARTS OF THE TEXT OR MESSAGE. This is body copy set in Roboto Regular. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

SECTION HEADER OR DIVIDER

This is a factoid in Roboto Regular, that uses emergent messaging to highlight the most important part of a message or key fact. Factoids appear in sentence case. — This is a citation for this fact

TESTIMONIAL TEXT USES DIN CONDENSED BOLD AND CAN FEATURE EMERGENT MESSAGING IN A HIGHLIGHT COLOR NAME, AGE


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EMERGENT MESSAGING

EMERGENT MESSAGING: CRACKING THE CODE

We want to make sure that the most important information emerges or is decoded through a “highlight.” This helps our audience find the most important facts quicker.

STUDIES HAVE SHOWN THAT ILLEGAL CANNABIS FARMING CAN CAUSE POISONING OF FOREST MAMMALS AND DEWATERING OF STREAMS DUE TO IMPROPER IRRIGATION, RESULTING IN SERIOUS ENVIRONMENTAL DAMAGE.

We call this emergent messaging. Some ways to use emergent messaging effectively are: •

Try to write copy that allows both the longer message and the shorter emergent message to create full, grammatically correct sentences.

If full sentences absolutely cannot be achieved, highlight one or two key words.

Spread highlight in 2-3 places throughout the longer message for best “hidden” effect (as opposed to having all the information in one long sentence highlighted at the end.)

Use highlight sparingly! If half the words are a color, it becomes hard to know what is highlighted and what isn’t.

Don’t highlight punctuation: leave these out to create seamless reading.

Emergent messages appear in full, grammatically correct sentences when possible.

WHAT HAPPENS IF I’M CAUGHT WITH WEED? TAKING EDIBLES MIGHT NOT BE THAT SWEET. Short messages highlight a key phrase, or topic.

STUDIES HAVE SHOWN THAT ILLEGAL CANNABIS FARMING CAN CAUSE POISONING OF FOREST MAMMALS AND DEWATERING OF STREAMS DUE TO IMPROPER IRRIGATION, RESULTING IN SERIOUS ENVIRONMENTAL DAMAGE. Avoid long blocks of highlighting, or highlighting all in one spot if it can be avoided.

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EMERGENT MESSAGING

EMERGENT MESSAGING & CONTRAST

To make sure that these messages emerge effectively, we have to be aware of contrast. This page shows a general rule: On colored backgrounds, white is the most effective highlight color. On white or light backgrounds, use a highlight color from our dark secondary palette as the highlight color. On dark or gray backgrounds, use your discretion. Purple or blue may be more recessive on gray than white, but bright green or orange may pop. When in doubt use the squint test: what emerges better when you squint your eyes?

Active compounds in medical marijuana are used to treat specific problems. While CBD (a compound found in cannabis that doesn’t get you high) might help anxiety, smoking a joint may have the opposite effect.

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Emergent message

Secondary, or longform message

— This is a citation for this fact

Active compounds in medical marijuana are used to treat specific problems. While CBD (a compound found in cannabis that doesn’t get you high) might help anxiety, smoking a joint may have the opposite effect.

Emergent message

Secondary, or longform message

— This is a citation for this fact

Active compounds in medical marijuana are used to treat specific problems. While CBD (a compound found in cannabis that doesn’t get you high) might help anxiety, smoking a joint may have the opposite effect. — This is a citation for this fact

Emergent message

Secondary, or longform message


[CANNABIS] DECODED QUICK GUIDE

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PHOTOGRAPHY

TESTIMONIAL IMAGES

When choosing testimonial images, use photos that feel like real people talking directly to the audience. We use our testimonial images to make a human, emotional connection, and they should feel as authentic as the facts we present. • • • • • •

Subjects’ expression is even, determined and confident (can be serious but not sad) Subjects should be looking directly at the camera to connect with viewer Subjects should be in a real setting: everyday environments and things that feel local to San Mateo County Subjects should not be depicted holding, using, or otherwise interacting with cannabis or cannabis products Tone should feel like a journalistic portrait: still, heroic, and in-focus Be mindful of having clear space in backgrounds: keep things simple and the focus on the subject

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PHOTOGRAPHY

LIFESTYLE IMAGES

Lifestyle images are where we have fun. These images should show the freedom, joy, and benefits of pursuing activities and goals other than using cannabis. We use these images as a way to add youthfulness, levity, and play to our brand. Lifestyle images should be used as a supplement to our testimonial photos, populate social media, and can appear when we are discussing more abstract concepts or topics. In these images: • • • • • •

Subjects are active: engaged in an activity, or with other people Activities depicted are available to all ages Subjects are happy and confident (natural laughter or smiles, not posed) Images feel candid: subjects do not need to be looking at the viewer (and feel like a photo taken by a friend) Photos may have motion, slight blur, or more activity in the backgrounds to suggest energy Subjects should not be depicted holding, using, or otherwise interacting with cannabis or cannabis products

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PHOTOGRAPHY

PARENT/ADULT IMAGES

Parent images should be used when talking to parents and trusted adults. These should have limited use in youth-facing materials, in order to keep the brand relatable. These images should depict an amicable relationship, conversation, or interaction. • • • • • •

Subjects are often engaged in conversation or a shared activity Ages can be specific to communication (for example, younger youth subjects in materials for preteens) If testimonial in nature, subjects can look toward the audience Different adults can be depicted (doctor, grandparents, teacher, etc.) No scolding or sad imagery Dynamic should feel equitable (camera is at an even level—not low or high—people are eye to eye)

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[CANNABIS] DECODED QUICK GUIDE

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PHOTOGRAPHY

CANNABIS IMAGES

Cannabis images should be presented as educational imagery only. These images should not be vague or stylized, and should present specific, accurate information. To avoid promoting or triggering use, these images should be used sparingly. Some ways to use these kinds of images judiciously: •

• • • • • • •

Use cannabis images only when talking about the substance directly (as opposed to its health effects which might be illustrated with other imagery) Opt for images of the plant when discussing cannabis or the cannabis industry in general When discussing a product or type of substance use, show the specific item without faces or people present Do not show brand imagery or packaging for specific cannabis brands or companies Studio photography is ok, but opt for real environments when possible Do not use silhouetted (“cut out”) or white background images—always have a sense of place in photos Items should be depicted accurately but not glamorized Avoid smoke or other indirect images

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[CANNABIS] DECODED QUICK GUIDE

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ICONS

ICON LIBRARY

Our icons provide variety and interest in a very photography-driven brand. They also can be color-coded to align with specific types of information. Icons should be used in place of photography, not on top of or in combination with it. If constructing or resourcing new icons, follow the established graphic style: • • • • •

Thick, bold lines (similar to our brackets) Use of negative space Mostly filled in, big blocks of color Mostly geometric shapes Single color, flat representation (no outlines, gradation, or dimension)

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[CANNABIS] DECODED QUICK GUIDE

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ICON COLOWAYS

OVERVIEW

This page show examples of our icons used with different color backgrounds.

Light Backgrounds

While our icons align to the different areas of information, they can be used for more than one topic or idea if appropriate, and can change color to do so. Use our darks palette on light backgrounds and our lights palette on dark backgrouds to ensure contrast.

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On Color

Dark Backgrounds

Black and White


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ABOUT THIS DOCUMENT If you have questions about branded campaign assets, please contact our Brand Stewards: Edith Cabuslay ECabuslay@smcgov.org Diane Tom DiTom@smcgov.org [Cannabis] Decoded is a Youth Marijuana Education Initiative from the County of San Mateo. Launched in partnership with the San Mateo County Youth Commission, it seeks to educate youth and young adults about cannabis use. This campaign aims to provide reliable, factual information so that young people have the tools they need to make informed decisions that impact their health and futures. This document is the property of the County of San Mateo health System Behavioral Health and Recovery Services. They should not be shared or distributed outside the organization for any purpose other than to aid in the creation of branded materials for the [Cannabis] Decoded campaign. These guidelines were prepared by Kayla Jones and The Social Changery: kayla.design@gmaill.com info@thesocialchangery.com This document was last updated: June 30, 2018

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[Cannabis] Decoded Quick Guide: Version 1  

This document is an abridged version of our brand guidelines. It is meant for professional designers or individuals familiar with working w...

[Cannabis] Decoded Quick Guide: Version 1  

This document is an abridged version of our brand guidelines. It is meant for professional designers or individuals familiar with working w...

Profile for smcgov6
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