VIVID Branding Guide

BR ANDING MANUAL VER SION 1.0 OCTOBER 20 19

Our goal at VIVID is to inspire and uplift the spirits of young children who have had a difficult childhood because of life threatening illnesses.

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OUR MISSION

VIVID works directly with children’s hospitals and the patients parents or legal guardians. Our brand cares deeply about the patients and their families, so all costs are covered by their medical insurance. Our mission at VIVID, is to inspire and uplift the spirits of young children who have had a difficult childhood because of potentially life threatening illnesses.

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HISTORY

VIVID began in 1982 shortly after Dorothy Lillard’s (who was also a nurse at a children’s hospital) 7 year old daughter, Chelsea, was diagnosed with sickle cell anemia. Dorothy noticed her little girl wasn’t as happy and free spirited as she was right before finding out her illness. She wanted to do something for her little girl that could inspire her to be hopeful and free spirited as she once was.

Before becoming a registered nurse, Dorothy was a talented artist. Chelsea is a huge fan of princesses and fairytales, so Dorothy painted Chelsea’s room into a princess castle. Chelsea’s eyes lit up and weeks later, Dorothy could see a positive change in her daughter. Chelsea was more active, involved, and happy.

It was then that Dorothy wanted to make more of an impact with her talented painting skills. She became more involved with the hospital, and even painted one of the corridors into a magical forest. Dorothy wanted to get more parents involved and bring the vibrancy into their children’s homes. Once she got a few clients, VIVID was born – positively impacting the spirits of young children.

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MEET VIOLET Violet was diagnosed with lymphoma when she was just 3 years old. When her parents found out her diagnosis, VIVID came to the hospital to introduce the service we provide. Immediately they were intrigued, and a week later, they decided it would be a great benefit to their little girl.

portrait of clientelle Shortly after VIVID came to paint and accessorize Violet’s room, her spirits were uplifted and her parents could see the shine in her eyes again.

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CLIENTELLE

Our main clientelle are the parents or legal guardians of the children in the hospitals. While we first need to partner up with hospitals who sponsor us, it is the children who benefit the most out of the services that we provide. The great thing about VIVID, is that our services are approved by most insurance companies, so the hospital and parents are not responsible for the costs.

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Our clients are first introduced to VIVID by a doctor or nurse, shortly after finding out the diagnosis of their child’s disease. If they are further interested, a VIVID partner will go to the hospital and speak directly with the family talk more in depth about the process and benefit of our services.

THE LOGO

VIVID’s logo is bright, vibrant, fun, and modern all in one. The modern sans serif that is used as the main type, is Bio Sans. It is easily legible for both adults and children to read. Although the typeface is modern, the pattern and colors give a ‘wow’ effect to make potential clients want to learn more about the services that we provide.

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MAIN LOGO This is the main logo that is to be used for advertising, branding, social media, uniforms, and special events.

BLACK LOGO This logo is to be used only for black and white printing material or corporate guidelines.

LOGO SIZE Use these logos for reduced sizes less than two inches wide.

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LOGO SPECS

LOGO POSITIONING It is important to give the proper amount of clear space around the logo so nothing interferes with the design.

This system can be used at any measurement.

IMPROPER LOGO USAGE

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PROPER LOGO USAGE

Do not add a drop shadow.

You can change the order of the colors.

Do not bevel or emboss.

The tagline can be removed for certain circumstances.

Do not squeeze or distort.

The ‘V’ can be used for social media and website usage.

TYPOGRAPHY

LOGO TYPEFACE Bio Sans Bold - Logo abcdefghijklmnopqrstuvwxyz | 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ Mr Eaves Mod OT Reg - Tagline abcdefghijklmnopqrstuvwxyz | 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ

BIO SANS BOLD

MR EAVES MOD OT REGULAR

SUPPORTING TYPEFACES Mr Eaves Mod OT Book - Body Copy abcdefghijklmnopqrstuvwxyz | 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ

Mr Eaves Mod OT Heavy - Headlines abcdefghijklmnopqrstuvwxyz | 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABOUT THE TYPEFACES VIVID is a sans serif typeface - Bio Sans. It is bold and modern. Perfect to contain a pattern that represents the brand. The triangular patterns, compliment the boldness and ‘vividness’ of the typeface.

As for the secondary type, Mr Eaves Mod OT is a beautiful modern, sans serif with a large font family.

Both of these typefaces have easy readability which is perfect for our target audience.

Mr Eaves Mod OT Light - Social Media Body Copy abcdefghijklmnopqrstuvwxyz | 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ

Mr Eaves Mod OT Bold - Social Media Headlines abcdefghijklmnopqrstuvwxyz | 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ

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PRIMARY COLORS “Ocean Blue”, “Tropical Pineapple”, and “Orange Madness” are the three primary colors used to express VIVID to their audience. These three colors are used in the logo and featured throughout their advertising, branding, and social media use.

Only these three colors may be used for the logo, with the exception of black.

PANTONE: 118 / 12 / U CMYK: 53 / 0 / 13 / 0 RGB: 107 / 203 / 220 HEX: 6bcbdc

WHITE TYPE

PANTONE: 28 / 4 / U CMYK: 11 / 35 / 75 / 0 RGB: 226 / 169 / 90 HEX: e2a95a

WHITE TYPE

PANTONE: 2 / 14 / U CMYK: 23 / 13 / 90 / 0 RGB: 205 / 198 / 66 HEX: cdc642

Note: Only white type should be predominantly used on top of the primary colors.

WHITE TYPE

SECONDARY COLORS Pantone: 100 / 6 / U CMYK: 68 / 71 / 10 / 8 RGB: 100 / 87 / 146 HEX: 645792

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Pantone: 83 / 6 / U CMYK: 10 / 75 / 1 / 0 RGB: 218 / 100 / 163 HEX: da64a3

“Mountain Grape”, and “Pink Sherbert” are the two secondary colors used throughout the brand. These colors may add a “pop” to the top three primary colors. It is acceptable to use these colors in advertising, social media use, or publications, but NOT may be used in the official logo.

COLOR PALETTE

SPECIAL EFFECTS Like in the logo, special effects may be used in certain advertisements or media usage.

The ‘multiply’ effect at 75% may be used, when appropriate, while overlapping colors or photography.

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PATTERNS

Triangles are the main patterns that are used throughout the branding of VIVID. You may use the same pattern multiple times – changing the color of the pattern to any of the appropriate colors, may be used throughout the brand. The patterns may be used against a white background, a photograph, white triangles on a photograph, or another color from the brand’s color palette.

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ENVIRONMENT Images of the environment may include the hospitals, patient hospital rooms, patient’s homes, yards, and city.

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IMAGE USAGE

IMAGERY STYLE AND CROPPING VIVID imagery is all done by hired photographers. Image styles must be consistent throughout the brand. This includes tone, color, and contrast. To live by the brand standards, all photographs of people are actual clients, rather than models. Our photography style is bright, professional, and clean. Cropping photographs are allowed, but the clients face must never be cut off of the edge of the photograph.

CLIENTS

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Photo release forms will always be given to the client upon consultation to use in advertisements, or social media usage. Clients will not pose, it will be organic and natural.

APPLICATIONS

All vans have are white – this is so the VIVID logo stands out against the white background. Clients can easily see the van from far away. On the back of our van is the phone number and website.

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All VIVID employees must wear this apron and hat when on the job. This is so the clients can easily spot who our employees are, and it gives the clients more trust into our brand and our mission.

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All images are used for Educational Purpose Only.