Branding Guidelines

---------------------------------------------------------------------------------------

Branding Guidelines

RealStart is a unique youth development programme, helping disadvantaged young people in South Africa to change their lives, set their future career path and become positive role models.

Our branding is essential to our presentation as a passionate, professional, grassroots, fun organisation.

We need to ensure that all branches and projects under the RealStart umbrella have a consistent look that fits within our homemade brand. This guide exists to help that happen.

Try not to crowd the logo with other elements - give it as much breathing space as you can.

As a minimum rule, take the height of the word ‘RealStart’ and use that measurement as a buffer zone around the logo.

A bit of a drop-shadow behind the logo, or other subtle touches, are okay; but deploy with care.

---------------------------------------------------------------------------------------

Logo usage

Our logo needs to be looked after carefully; don’t just drop it anywhere.

It should only appear on a white, grey or light green background. Textured backgrounds are okay too, just as long as they don’t stray far from these 3 colours.

If your printing options are limited, you can use the silhouetted version.

In both cases, if the logo is on a green backdrop, any black elements should be changed to white.

x

x

x

x

x

x

x

---------------------------------------------------------------------------------------

Incorrect logo usage

If you don’t treat the logo right, things start to get weird.

DON’T:

1. Change the logo’s orientation.

2. Place the logo on busy photography.

3. Change the logo’s colours.

4. Try to recreate the logo.

5. Scale the logo unproportionately.

6. Make alterations, additions or substitutions to the words and/or colours contained in the logo.

7. Use the logo as a repeated pattern.

realstartenabled youth.changed nation

mealstart

1 2

3 4

5

7

6

CMYK 7, 5, 5, 0RGB 234, 234, 234HEX # eaeaea

CMYK 85, 7, 96, 0RGB 0, 165, 80HEX # 00a550

CMYK 85, 7, 96, 0RGB 0, 165, 80HEX # 00a550

CMYK 18, 0, 100, 0RGB 217, 219, 47HEX # dadb2c


CMYK 70, 15, 0, 0RGB 0, 172, 238HEX # 2aa9e1

CMYK 0, 100, 100, 0RGB 236, 28, 36HEX # ed1c24

CMYK 0, 100, 100, 0RGB 236, 28, 36HEX # ed1c24

CMYK 0, 60, 100, 0RGB 244, 129, 31HEX # f4811f

CMYK 85, 7, 96, 0 RGB 0, 165, 80HEX # 00a550

CMYK 20, 0, 60, 0 RGB 209, 225, 135HEX # d1e187

CMYK 20, 0, 60, 0RGB 209, 225, 135HEX # d1e187

CMYK 20, 0, 60, 0RGB 209, 225, 135HEX # d1e187

CMYK 0, 20, 100, 0RGB 255, 202, 5HEX # ffca05

CMYK 4, 0, 90, 0RGB 255, 241, 0HEX # fff215

15% 10% 50% 20%5%

---------------------------------------------------------------------------------------

Our colours

1

2

3

The right colour scheme gets us all in step, like a well-choreographed dance.

People need to recognise all our marketing as coming from the same hive-like mind (albeit a mind that thinks in mainly five colours).

1 LOGO COLOURS Our logo is made from a pretty broad spectrum. Some of these colours we use elsewhere, some of them we don’t.

2 SUPPORTING COLOUR PALETTE These make up our core colour palette in all our promotional material, in print or on the web.

3 PERCENTAGES It’s not an exact science, but try to balance your use of the core colours as outlined in these percentages.

CMYK 7, 5, 5, 0RGB 234, 234, 234HEX # eaeaea

CMYK 85, 7, 96, 0RGB 0, 165, 80HEX # 00a550

CMYK 85, 7, 96, 0RGB 0, 165, 80HEX # 00a550



CMYK 70, 15, 0, 0RGB 0, 172, 238HEX # 2aa9e1

CMYK 0, 100, 100, 0RGB 236, 28, 36HEX # ed1c24

CMYK 0, 100, 100, 0RGB 236, 28, 36HEX # ed1c24

CMYK 0, 60, 100, 0RGB 244, 129, 31HEX # f4811f

CMYK 85, 7, 96, 0 RGB 0, 165, 80HEX # 00a550

CMYK 20, 0, 60, 0 RGB 209, 225, 135HEX # d1e187

CMYK 20, 0, 60, 0RGB 209, 225, 135HEX # d1e187

CMYK 20, 0, 60, 0RGB 209, 225, 135HEX # d1e187

CMYK 0, 20, 100, 0RGB 255, 202, 5HEX # ffca05

CMYK 4, 0, 90, 0RGB 255, 241, 0HEX # fff215

15% 10% 50% 20%5%

---------------------------------------------------------------------------------------

Our colours

1

2

3

The right colour scheme gets us all in step, like a well-choreographed dance.

People need to recognise all our marketing as coming from the same hive-like mind (albeit a mind that thinks in mainly five colours).

1 LOGO COLOURS Our logo is made from a pretty broad spectrum. Some of these colours we use elsewhere, some of them we don’t.

2 SUPPORTING COLOUR PALETTE These make up our core colour palette in all our promotional material, in print or on the web.

3 PERCENTAGES It’s not an exact science, but try to balance your use of the core colours as outlined in these percentages.

---------------------------------------------------------------------------------------

Background shapes

We often make use of shapes in the background of our material. These shapes can be anything, although the circle of people from our logo is a good place to start.

Whatever shapes you’re using, disect them into lots of lines (see left), and keep them semi-transparent.

---------------------------------------------------------------------------------------

Our typefaces

Our font for all copy is Helvetica Neue Condensed (it also comes in bold). Make sure it’s clear and readable. We use this font on any stylised documents, especially anything printed.

However, if you’re unable to use our font for any reason, our backup is Helvetica, and after that, Arial.

Copy text doesn’t have to be black, but try to avoid writing in red - it looks a little too stern for our liking. Save the bright red for icons and other doodles (see ‘Iconography’).

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll MmNn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz1 2 3 4 5 6 7 8 9 0Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll MmNn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz1 2 3 4 5 6 7 8 9 0

HELVETICA

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll MmNn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz1 2 3 4 5 6 7 8 9 0


ARIAL



HELVETICA NEUE CONDENSED

---------------------------------------------------------------------------------------

Our typefaces

Our font for all copy is Helvetica Neue Condensed (it also comes in bold). Make sure it’s clear and readable. We use this font on any stylised documents, especially anything printed.

However, if you’re unable to use our font for any reason, our backup is Helvetica, and after that, Arial.

Copy text doesn’t have to be black, but try to avoid writing in red - it looks a little too stern for our liking. Save the bright red for icons and other doodles (see ‘Iconography’).

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll MmNn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz1 2 3 4 5 6 7 8 9 0Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll MmNn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz1 2 3 4 5 6 7 8 9 0

HELVETICA



ARIAL



HELVETICA NEUE CONDENSED

---------------------------------------------------------------------------------------

Tone of voice

If RealStart was a person, we’d be the life and soul of the party.

That is why we like to keep our writing style chatty, personal and sprinkled with a little bit of fun every now and then. Imagine that you are talking to a friend or family member, not writing a formal report (unless of course you arewriting a formal report).

Keeping it simple is also the key. When you are writing anything, don’t reach for a thesaurus to find a word that you think sounds more impressive. Ask yourself this question instead: Will my audience understand what I am trying to tell them?

Words we don’t like:

Grassroots

Change

Family

Thank you

ImpecuniousLabour

Rescue YDP(and other acronyms)

Words we like:

---------------------------------------------------------------------------------------

Iconography

Our use of imagery and icons are the kick in our branding cocktail.

We like to use icons to liven up our designs and keep things feeling youthful. They can be any object you like; the key is that they have a rough, sketchy look. Along with real photographs, they keep the flavour of our personality strong.

RealStart 2012

Branding Guidelines

Documents

Transcript of Branding Guidelines