HOPE International – Basic Logo Usage Guide

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Basic Logo Usage Guide

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Transcript of HOPE International – Basic Logo Usage Guide

Page 1: HOPE International – Basic Logo Usage Guide

Basic Logo Usage Guide

Page 2: HOPE International – Basic Logo Usage Guide

HOPE International Brand Book

3.3 Logo guidelines

Color variationsHOPE’s base logo features the yellow sun

icon along with the words “HOPE” and

“INTERNATIONAL” in HOPE Brown and

HOPE Yellow, respectively. HOPE permits the

following approved variations of the logo.

For more information about HOPE colors,

see Section 4.

Color logo on white background

Color logo on brown background

White logo on brown background

Black logo on white background

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HOPE International Brand Book

3.5 Logo guidelines

Exclusion zoneOvercrowding the HOPE logo detracts from its

impact and presence, so we have established an

exclusion zone around the logo that should remain

clear of type, graphics, or other visual clutter that

may compete for the viewer’s attention.

Use the height of the “H” in HOPE as your unit

of measure to establish the exclusion zone on

each side of the logo. This exclusion zone is

conveniently built into HOPE’s logo files and

should be maintained whenever possible.

The horizontal logo has a compressed version of the

exclusion zone that uses the crossbar of the “H” instead of

the full letter height. This should be used only in special

circumstances that do not permit the full exclusion zone.

Compressed exclusion zone Full exclusion zone

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HOPE International Brand Book

3.6 Logo guidelines

Logo misuseThe following examples illustrate possible

misuses of HOPE’s logo that detract from our

brand integrity and should be avoided. Do use the logo in its original proportions, without stretching, squeezing, or rotating.

Do use only the approved font for “HOPE International.”

Keep the relationship between the sun icon and the text consistent.

Text and images should remain free from obvious shadows or other graphic effects.

Do use the logo against backgrounds that complement rather than compete. Avoid overly busy backgrounds.

Avoid backgrounds with insufficient contrast between the background and the logo.

Do use only HOPE’s approved colors. See Section 3.3.

For a single-color logo, do use all white or all black rather than all yellow or all brown.

Do use the “HOPE International” logo text only in conjunction with the sun icon.

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HOPE International Brand Book

4.2 HOPE colors

RGB89, 50, 36

HEX#593224

Screen

Primary brand colorsHOPE International’s primary colors are brown

and yellow. The earthy brown represents our

fallen world, where all of us experience broken

relationships, whether personal, physical,

social, or spiritual. The yellow represents the

transformational Light spread as HOPE shares the

Good News of the Gospel, invests in dreams, and

initiates change in underserved communities.

Because the exact same color will look different

in different contexts, HOPE specifies different

values for our primary colors based on their

intended use (screen vs. print, type of printing

process, paper type, etc.). Please use the

provided color values for their stated purpose.

HOPE Yellow

HOPE Brown

Spot color

Spot color

PMS 124 U

PMS 4625 U

CMYK7, 34, 100, 0

CMYK35, 65, 70, 45

CMYK5, 40, 100, 5

CMYK41, 74, 78, 50

RGB226, 162, 39

HEX#E2A227

Offset press

Offset press

Digital (office) printer

& coated paper

Digital (office) printer

& coated paper

Screen

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HOPE International Brand Book

4.3 HOPE colors

Secondary brand colors – region and accent colorsHOPE’s family of accent colors is bright and

cheerful while still conveying strength. HOPE

Green and HOPE Rust are general accent colors,

while the remaining accent colors are tied to

the specific regions of the world where HOPE

works. Each regional color was chosen because

it complements the photography from the region

it represents. Regional colors are primarily used

to help identify and complement subject matter

from a particular region, but they may also be

used as non-region-specific accent colors in

marketing materials.

HOPE region colors

HOPE Green

Latin America Teal

PMS 340 U

CMYK70, 0, 60, 25

RGB47, 149, 112

HEX#2F9570

Asia Red

PMS 1807 U

CMYK30, 95, 80, 25

RGB145, 39, 49

HEX#912731

Africa Orange

PMS 718 U

CMYK20, 65, 95, 10

RGB186, 105, 45

HEX#BA692D

Eastern Europe Gold

PMS 110 U

CMYK25, 35, 95, 5

RGB188, 153, 52

HEX#BC9934

PMS 582 U

CMYK55, 40, 100, 20

RGB113, 116, 48

HEX#717430

PMS 174 U

CMYK31, 77, 100, 30

RGB137, 67, 30

HEX#89431E

HOPE Rust

Additional HOPE accent colors