ArtEffects Branding

ARTEFFECTS BRAND STANDARDS to my parents, for believing in me even when I did not believe in myself

BRAND STANDARDS

1 2 3 LETTER FROM CEO AND BRAND ATTRIBUTES

BRAND MARKS AND COPY USAGE

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LETTER FROM THE CEO

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MISSION

Staging

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VISION

Colour Usage

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AUDIENCE

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VALUES

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Logomark

Vector graphic elements Usage & Rules

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Photo Handling Usage & Rules

Usage

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Examples In Use

Staging

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Icon Directory

Horizontal Alternative

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Stationery

Signature

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Business Card Options

Staging

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Print Advertisement Example

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Digital Presence

Colour Palette Typography Alternatives

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Brandmark

Primary & Secondary 38

GRAPHICAL ELEMENTS AND USAGES

Copy Tone Writing Style

LETTER FROM THE FOUNDER Think about the moment you wake up, what’s the first thing you look forward to each day?

Most of us could write a list just for a single 24 hours and quite literally count our blessings.

During research for my doctoral thesis, I witnessed first hand the devastation caused when young adults have nothing, nothing, to look forward to each day. My heart was crushed.

I would meet bright, intelligent teenagers who wanted to learn and create but did not have access to the same resources a lot of us take for granted in our own communities, such as a public library with computers hooked up to the internet (Youtube DIY videos anyone??), or markers that actually work at their middle schools. The destruction caused by he lack of access to creative resources seemed too unfair.

We believe that art has the power to heal, inspire, provoke, challenge and offer hope. We are dedicated to our belief that artistic expression enhances individuals, society, and the environment. In communities broken down through decades of systematic racism, art is more: it’s a bond between community members. I just knew we needed to get the resources into the community, give these teens somewhere to create, and think, and decompress, and maybe even make some connections with our mentors or their peers, and they would do the rest. And here we are.

What we do is provide these young adults a space where they can level their playing field, find equal opportunity, and access educational and artistic resources. They find their own voices, their own way, and if they have questions along that journey, we are so pleased to be here to help them find their answers.

Marlene started ARTEffects as her thesis project while attending Kansas University in Lawrence, KS. She saw a need for a platform where

Welcome,

under-served kids could stand up for themselves in a safe environment.

MARLENE DELMAR, CEO of ARTEffects

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ArtEffects offers young adults a collective space to pursue their artistic expression, decompress, heal, develop mentorship, and strengthen their community by building positive relationships.

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MISSION STATEMENT

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VISION

Through the personal expression of art, we offer young adults a collective space to decompress, explore, heal, find guidance, and build community bonds.

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AUDIENCE

We work primarily with young adults ages 13 to 21. Often our young adult members will return to become community mentors. We work with under-served communitiess. Our young adults come from homes that are often unstable, usually supported by a single mother, and a exist in a place of persistent uncertainty. Some of our young adults come to ARTEffects needing a place to decompress. We let our young adults dictate their narrative inside our doors and that means letting them be silent if that is their choice.

Our young adults come to us knowing exactly what kind of art they want to produce, but we also get members who have never held a paintbrush before. We are welcoming of all skill levels. Our young adults produce all kinds of artwork, from community-based breakdancing, to intricate woven tapestries. We make sure they have the resources they need to pursue whatever they are interested in.

Under-served communities are directly linked to systematic racism, and as a result, the majority of our young adults have, spent their lives being punished for simply existing. Because of this, we need to cognizant of the words we choose to use. Words have power.

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DEVELOPMENT

ARTEFFECTS /ärdə-fekt/ noun 1. Non-Profit bringing resources and hope to under-served communities

2. Culturally speaking, art plays a significant role in the communities we serve.

Aside from being something nice to look at, different forms of artistic expression form and strengthen bonds between our community members. We create community artifacts that represent unity, strength, hope, and healing

3. A safe haven where young adults can decompress, create, share, and grow

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BR AND VALUES

COMPASSIONATE

: feeling or showing sympathy and concern for others 20

UPLIFTING

: inspiring happiness or hope

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SAFE

: protected from danger or risk; not likely to be harmed or lost

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TRUSTWORTHY : able to be relied on as honest

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INCLUSIVE

: open to everyone; not limited to certain people

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“Logic will get you from A to B. Imagination will take you everywhere.”

– Albert Einstein

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LOGOMARK USAGE

ACCENT

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FRAMING

DIRECTIONAL

Logomark is never to be used pointing down

STAGING AREA .5x

.5x

X px

.5x

Logos can appear in the three brand gradients or the four primary brand colours

.5x

ACCEPTABLE COLOR USEAGE

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STACKED WORDMARK USAGE WORDMARK & LOGOMARK COMBO

4C PRINT OR WEB

BL ACK AND WHITE

GRADIENTS

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X px

1x 1x

1x

WORDMARK / LOGO HORIZONTAL ALTERNATIVE

The word “ART” cannot appear outlined.

While the mark and “EFFECTS” can be outlined, “ART” must always be filled

STAGING AREA

.5x

.5x

X px

.5x

.5x ALTERNATIVE WORDMARK / LOGO COMBO

1px

1px

X px

1px

1px WORDMARK / LOGO COMBO SIGNATURE

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SIGNATURE USAGE

SIGNATURE

SMALLEST USAGE

.075”

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Tagline cannot be smaller than 0.075”\ At that point, use the brandmark.

COLOR PALETTE Our brand colors were chosen with consideration to our audience and their life experiences. Young adults respond well to orange, so we selected a modern orange and try to stay away from caution-tape orange.

#3b202c 59/32/44 9/79/56/64

#12b57b 18/181/123 77/0/71/0 #2baf4a 43/175/74 78/2/100/0

#f68921 246/137/33 0/56/99/0

#a23c72 162/60/114 37/90/30/5

#923c72 162/60/114 37/90/30/5

#bad532 186/213/50 32/0/100/0

#0d6992 13/105/146 91/54/25/5

#29486e 41/72/110 92/74/33/19

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“It’s only when you hitch your wagon to something larger than yourself that you realize your true potential.”

BARACK OBAMA

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“If you’re walking down the right path and you’re willing to keep walking, eventually you’ll make progress.”

BARACK OBAMA

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TYPOGRAPHY Assets containing copy are another opportunity to convey our brand values. We want to be friendly, trusting, confident and supportive. This will allow the content to speak for itself. For this reason, we will use the gotham family for all of our typographical needs.

PRIMARY T YPE FAMILY: GOTHAM To be used for H1, Headers, and Subheaders

SECONDARY T YPE FAMILY: FUTURA To be used for H2s, Body Copy, and Details

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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ALTERNATIVES We fully understand that sometimes neither Futura or Gotham will be available. We have selected system-wide fonts to increase our overall brand cohesion. Whenever Futura or Gotham are not available, use the alternaive typefaces.

If the alternatives are not available, use your best judgement to select a relacement font that is 1) not decorative, 2) not condensed, 3) easy to read (avoid “flourishes” or serifs), and 4) embodies our brand values.

GOTHAM ALTERNATIVE: HELVETICA

FUTURA ALTERNATIVE: CALIBRI

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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COPY TONE

Logical / Intimate / Personal

Like every other aspect of our non-profit, the copy tone must be consistent. To achieve this, every piece of written communication must be consistent with our personality, which has been defined as compassionate, uplifting, safe, empowering, and inclusive.

WRONG

MANDATORY MEETING @ Tom’s Pizza. Everyone has to fundraise, NO EXCEPTIONS. If you’re not there we’ll assume you don’t care about us.

BETTER

These characteristics must be the cornerstone of all copy, whether it be

We welcome you to join us Saturday evening in at

a newspaper ad, direct mail appeal, or simply a sign. So, when analyzing

Tom’s Pizza Joint to discuss upcoming fundraising op-

a piece of copy, ask yourself, “Is this copy compassionate? Uplifting?

portunities. Pizza is on us!

Safe and Inclusive? And empowering?”

WRITING STYLE The ARTEFFECTS writing style is an amalgamation (note: don’t use big words like this) of our core non-profit values, company mission, design principles and our voice and tone.

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“Creativity takes courage.”

HENRY MATISSE

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GRAPHIC ELEMENTS If B/W or 1 colour are the only printing options available, fear not! You will find black versions of all graphics in the downloadable pack (see below).

A collection of authorized ARTEffects graphics can be downloaded at box.com/arteffects/graphics

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WRONG

PHOTO HANDLING

STEP STEP STEP STEP STEP STEP

CORRECT: LINEAR LIGHT

1: Adjust BRIGHTNESS/CONTRAST for grayscale optimization 2: Convert to grayscale 3: Convert back to RGB or CMYK 4: New Layer 5: Apply approved gradient using gradient tool (DO NOT use gradient overlay) 6: Adjust transparency setting of gradient layer to achieve best result

IMPORTANT: Linear light does not work for all images. Try different options until you get the best result. Gradient Images should be vibrant; the gradient should honor the subject of the photo, not mask it. Instead of looking like it was laid over the image, the gradient should work WITH the subject.

TIP: Sometimes layering multiple transparency styles for the same gradient works best, i.e one multiply layer and one color layer.

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EXAMPLES

Photohandling and graphic elements working in tandem to invite our audience and encourage them to join

Remember: Graphical elements and photo handling highlights out subjects, not hides them. While designing, ask yourself if the work supports the subject and enforces our brand values and standards.

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“If you think you are too small to be effective, you have never been in bed with a mosquito.”

BETTY REESE

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ICON DIRECTORY Simple Line Icons

Icons are a part of our visual language and as such,

Please select from our existing icons and if you can-

must be consistent from application to application.

not find one that relates to your need, contact your

At ARTEFFECTS, we use simple line icons. They must

manager or use your discreation to create a new one.

be easily recognizable, and when creating new icons,

Do not purchase icon packs.

avoid filled shapes whenever possible.

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ARTEffects authorized icon packs can be downloaded at box.com/arteffects/icons

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STATIONERY

Use whenever possible. If you don’t have access to official ARTEffects stationery, use your best judgement to select a paper that is not ornate in quality but still maintains a quality level.

Using the approved typefaces and their alternatives will help keep a cohesive brand image when official stationery is not available. Refer to the brandmark guides and place an official ARTEffects logo where it would be on official stationery.

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BUSINESS CARDS

Your business card must have your preferred name, phone number, email, and position title.

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ONLINE PRESENCE

We maintain an online presence to increase the likelihood that our young adults interact with ARTEffects.

Additionally, we have an app that allows our members to communicate with each other and their mentors, record their ideas and thoughts, and make emergency calls if necessary.

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“Color provokes a psychic vibration. Color hides a power still unknown but real, which acts on every part of the human body.”

WASSILY KANDINSKY

ARTEFFECTS BRAND STANDARDS