Brand Style Guide - Lifeline Children's Services
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Brand Style Guide
2021
What’s Inside
LOGO & LOGO VARIATIONS 2
COLOR PALETTE 5
TYPOGRAPHY GUIDELINES 6
PHOTOGRAPHY GUIDELINES 7
1 | Lifeline Children’s Services Brand Style Guidelines | June, 2021
Logos & Logo Variations PRIMARY LOGO The primary Lifeline logo should be used on all communication by Lifeline Children’s Services. This logo should not be altered or manipulated in any way. SECONDARY LOGO VARIATIONS bringing gospel hope to vulnerable children These logo variations should be used when the primary logo will not work due to spacing on a page or when inclusion bringing gospel hope to vulnerable children of the tagline is desired. The “heart-and- circle” or “Lifeline only” mark may be used as a stand-alone image where appropriate. Any use of these secondary logos should be approved by the Marketing team. 2 | Lifeline Children’s Services Brand Style Guidelines | June, 2021
Logos & Logo Variations (continued) MINISTRY-SPECIFIC LOGOS In an effort to increase Lifeline’s overall brand awareness, areas of impact are visually grouped under the corporate brand umbrella but retain distinction through a specific treatment of the logo mark and a dedicated color for each area of ministry. These logos should not be altered or manipulated in any way. These logos are going to be utilized in very specific cases. They will primarily be used on evergreen marketing pieces, created by the Marketing team. Therefore, individual departments and state offices should have very few instances in which to use these logos. If you think using something this specific is necessary, ask someone on the Marketing team. 3 | Lifeline Children’s Services Brand Style Guidelines | June, 2021
Logos & Logo Variations (continued)
LOGO TREATMENT
When placed on a document or form, the
logo should include a “halo” of unoccupied
space around it. For reference, consider
the lower case “e” in the logotype. This will
ensure that our logo retains a position of
prominence, and help ensure readability of
any other copy on the page.
LOGO NO-NOs Things to Avoid:
Our logo is the most recognizable Cropping the logo Altering the scale
representation of our brand. Minor
variations of it have existed in our market
space for over 40 years. As such, it should
not be altered under any circumstances,
including the examples to the right.
Recoloring the logo Using only the logotype
If there are any questions about how to use
the Lifeline logo, ask the Marketing team.
We promise to keep you on the right track.
Distorting the logo’s proportions “Decorating” the logo
4 | Lifeline Children’s Services Brand Style Guidelines | June, 2021
Color Palette PRIMARY COLOR SUITE The primary Lifeline colors and corresponding percentages are used in the logo and are the signature colors used throughout the Lifeline brand. “New Sky” is primarily an accent color. SECONDARY COLOR SUITE Secondary colors complement the primary colors and designate Lifeline’s individual “ministry buckets.” In marketing material, a ministry area’s secondary color will identify its collateral, in conjunction with the primary color suite. TERTIARY COLOR SUITE Tertiary colors complement the primary and secondary colors, but are not part of the Lifeline brand. These colors are only intended for use in informational graphics such as graphs and charts. This set of colors is only intended to match the branding color suite for those specific uses. 5 | Lifeline Children’s Services Brand Style Guidelines | June, 2021
Typography
PRIMARY FONT Garamond Premier Pro Light ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890 .,?!:;’
The primary logotype for Lifeline is
Garamond Premier Pro. Garamond Premier Pro Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890 .,?!:;’
SECONDARY FONT Garamond Premier Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890 .,?!:;’
The san-serif font Gotham is used
primarily in marketing collateral as an Garamond Premier Pro Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ
alternative to Garamond in headline abcdefghijklmnopqrstuvwxyz 1234567890 .,?!:;’
and body copy. Garamond Premier Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890 .,?!:;’
As Gotham is a pay-by-license Garamond Premier Pro Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ
typeface, the san-serif typeface abcdefghijklmnopqrstuvwxyz 1234567890 .,?!:;’
Helvetica can be used as a
reasonable replacement for
Gotham when needed. If the font file
is needed for print purposes, email:
shane.etheredge@lifelinechild.org. Gotham Light ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890 .,?!:;’
These typefaces have been selected Gotham Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890 .,?!:;’
for their solid, classic, and easy-to-
read qualities, as well as their visual Gotham Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890 .,?!:;’
proximity to the logo. They should
be used primarily in printed collateral, Gotham Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890 .,?!:;’
email/social media marketing, and
on the Lifeline website. Differently Gotham Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890 .,?!:;’
styled typefaces should not be used.
All styles and weights are available, so Gotham Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890 .,?!:;’
the letterforms should not be distorted
in any way, such as condensing,
outlining, or stretching. False italicizing
and bolding should also not prove
necessary.
6 | Lifeline Children’s Services Brand Style Guidelines | June, 2021
Photography Generally, Lifeline’s Marketing team should be handling layouts and collateral that involves placement and treatment of photographs. However, we do recognize that, on occasion, the use of a photo on a form or flyer that you may be creating for your office may go a long way toward effectively communicating your intended audience or the purpose of the piece. With that in mind, here are a few things to consider when choosing a stock image or an image of one of Lifeline’s families or ministry partners. POSED PHOTOS For some applications, the use of posed photos is acceptable. This is especially true when selecting a picture of a Lifeline alumni family. Be mindful to not use photos that are “overly posed” or may be perceived as “cheesy.” Generally, our family photography is well-curated and acceptable for use. Use thoughtful consideration when selecting available stock photography. LOOK-IN PHOTOS For more abstract subject matter such as pregnancy counseling, education, and general child welfare, we often find that stock photography fills our needs best: for instance, the wishes of most women in crisis pregnancies and state rules regarding photographs of children in care inform the use of stock photos as best practice. For use of more moment-in-time photographs, natural is best. The more organic and true-to-life a picture can feel, the better it will communicate. Also, we must remember to make sure these stock photos are in good taste and are appropriately modest. INTERNATIONAL PHOTOS Some of the more impactful marketing pieces Lifeline produces have to do with our Global Orphan Care initiatives and partners. It’s important to consider that there are certain restrictions in place for use of photos that are taken in sensitive or restrictive areas, or of specific projects. Some partners, such as the STEPS Home in India, do not permit photos of the children there to be shared on social media. It is acceptable to use them in print and email marketing, but not on social media. This is a very specific restriction of which most people in our organization may not be aware, so it’s often best to ask someone in Marketing or use stock photos. In terms of those stock photos, it’s important to Lifeline that we don’t utilize photos that may be seen as exploitive. Photos of children in abject poverty or in any state of starvation are not appropriate. Remember if we’re going to bring gospel hope to vulnerable children, we always want to show hope. As always, when in doubt, ask someone in Marketing. 7 | Lifeline Children’s Services Brand Style Guidelines | June, 2021
Photography (continued)
PHOTOGRAPHY NO-NOs
The examples below are considered misuses of imagery:
Avoid any unnatural, disingenuous, or Photo collages or compilations of images should only Do not use any clip art.
overtly posed images. be done by one of our designers.
Avoid using any photos that may be thought of as Avoid any immodest or otherwise inappropriate images.
exploitive or lacking in dignity.
CENSORED
CENSORED
CENSORED
8 | Lifeline Children’s Services Brand Style Guidelines | June, 2021For questions regarding Lifeline’s brand guidelines, please contact a member of the Marketing team:
S.K. Vaughn | Marketing Director | sk.vaughn@lifelinechild.org
Shane Etheredge | Creative Director | shane.etheredge@lifelinechild.org
Memory Smith | Design Coordinator | memory.smith@lifelinechild.org
Jenny Riddle | Communications Coordinator | jenny.riddle@lifelinechild.org
Rebecca Acre | Marketing Project Manager | rebecca.acre@lifelinechild.org
Reeves Parrish | Digital Marketing Specialist | reeves.parrish@lifelinechild.org
lifelinechild.orgYou can also read
