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Brand Identity Standards - Welcome The Room to Read brand and

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Brand Identity Standards - Welcome The Room to Read brand and Powered By Docstoc
					Welcome. The Room to Read brand and logotype are
integral parts of our worldwide image and identity. Careful
attention must be taken to ensure its success and integrity.

This booklet will help you understand our policy for using
the logo, typeface, and color palette. Our goal is to help
you produce graphic materials in a cost and time effective
way, so that all communications visually work together. We
thank you for adhering to these standards.




                    Corporate Identity Standards
    The Logo

               The Room to Read Logo
               The Room to Read logo is an important      The artwork for each of these approved
               part of our organization’s image. It is    logos can be downloaded in gif, jpeg, and
               a proprietary logotype that is uniquely    eps formats from our website at: www.
               Room to Read.                              roomtoread.org/presskit

               The Room to Read logo is the sole visual
               identifier for our company and should be
               used on all brochures, signage, statio-
               nery, online applications, and presenta-
               tions.




               Official 4-color Logo
               CMYK
               Blue : 95-34-12-3
               Yellow :       0-20-80-0
               Green : 40-3-86-0
               Black : 0-0-0-100




               Blue 2-color logo
               PMS
               Blue : 60% PMS 3015-U
                     : 45% of PMS 3015-U
                     : 30% of PMS 3015-U
               Black : 0-0-0-100




               Black 1-color Logo




               White (reverse) 1-color Logo




2
Using the Room to Read Logo

Successfully Using the Logo                   •	 Only	authorized	artwork	should	be	used	       Background colors
Using the logo correctly is a vital part of      when reproducing the Room to Read logo.       To ensure proper readability, care-
a consistent and positive Room to Read        •	 The	logo	text	(Room	to	Read)	may	never	be	    ful
brand presentation. Careful application          translated into another language.             attention needs to be paid in
of the standards will ensure our branding     •	 The	Room	to	Read	logo	should	not	be	          choosing which version of the logo
success.                                         used	at	a	size	less	than	0.5-inch	(height).   to use when placing it on a back-
                                              •	 When	mentioning	Room	to	Read	in	text,	        ground color other than white.
                                                 the name should be set in upper and lower
                                                 case, as illustrated in these paragraphs.
                                              •	 The	word	“Read”	in	the	logo	should	be	
                                                 followed by the Registered Trademark
                                                 (“circle	R”)	symbol.	The	Registered	
                                                 Trademark symbol should be superscript.

                                                                                                 Using the color logo
                                                                                                 The official Room to Read 4-color
                                                                                                 logo should be used whenever
                                                                                                 possible. The color logo should only
                                                                                                 be printed on white or a very light
                                                                                                 background, as shown.




                                                                                                 Using the Blue logo
                                                                                                 If your printing allows for only
                                                                                                 two colors you should use this
                                                                                                 approved 2-color logo. The
                                                                                                 2-color blue logo may only go on
                                                                                                 white or a very light background,
                                                                                                 as shown.




                                                                                                 Using the Black logo
                                                                                                 When printing on a light-colored
                                                                                                 background or when you only have
                                                                                                 a black and white printing option
                                                                                                 you may use the black logo.
                                                                                                 There should be sufficient contrast
                                                                                                 between the background color
                                                                                                 and the logo, as shown.



                                                                                                 Using the White (reverse) logo
                                                                                                 When printing on a dark-colored
                                                                                                 background use the white reversed
                                                                                                 logo. There should be sufficient
                                                                                                 contrast between the background
                                                                                                 color and the logo, as shown.




                                                                                                                                        3
    Clear space and minimum size

                                  Minimum Clear Space                        Minimum Size
                                  The clear space surrounding the Room       The size you select for the Room to
                                  to Read logo is very important to ensure   Read logo will depend on the type of
                                  readability and the integrity of our       communication you are creating and
                                  corporate identity. Whenever possible,     the printing technique to be used. For
                                  keep the area around the logo clean and    most applications, the minimum size
                                  uncluttered.	Text	and	other	graphics	      (vertical	height)	of	the	logo	is	.5-inch.	
                                  should not overlap or intrude in the       In rare instances such as putting the logo
                                  clear space as outlined here.              on a small postcard, the logo may be
                                                                             slightly smaller than the recommended
                                                                             size shown.




                  X

                          X
                      X
                                  Size the logo as needed for
                              X
                                  your layout. Measure the                                      .5" tall
                                  length	of	the	word	“Read”	
                                  in the logo. Make sure at
                                  least that measurement is                                       .5" tall
                                  used all around as a clear
                                                                             Minimum Size Logo
                                  space guide.

          X


              X




4
Please do not do this to our logo

              What not to do
              Shown	here	are	a	few	examples	of	
              common mistakes in the use of the
              Room to Read logo.

              •	 Always	use	the	approved	logos	only	as	
                 indicated on page 2.
              •	 Always	proportionately	resize	the	logo	
                 up and down.
              •	 Do	not	overprint	the	logo	on	a	color	
                 or background that is not flattering to
                 the logo or does not allow the logo to
                 stand out.
              •	 Never	print	the	logo	over	a	patterned	
                 background.
              •	 Do	not	alter	the	logo	in	any	way.
              •	 Do	not	use	the	logo	to	create	another	
                 graphic or a pattern.
              •	 Do	not	change	the	colors	of	any	of	the	
                   Pantone 549
                 logo elements.




                                                           Do	not	distort	or	stretch	the	logo.	




                               Humana San Serif Med



                                                           Do	not	rearrange	the	logo	or	change	the	
                                                           color values.




                                                                   Pantone 549




                                                           Do	not	print	the	color	logo	on	a	color	
                                                           background. If you must print on a bright
                                                           background, chose the white or black
                                                                                 specific color
                                                           logo. See page 3 forHumana San Serif Med use
                                                           guidelines.


               R255 G204 B51

                R0 G102 B153
                                                                                                          5
    Tagline usage

                    Tagline Copy                                  lines, depending on how it is linked to the
                    There is only one Room to Read tagline.       logo. The line breaks, layout, and size in
                    Do	not	modify	the	tagline	text	in	any	way.    proportion to the logo, should follow the
                                                                  examples	provided,	with	no	deviation.
                    Tagline Usage
                    If the Room to Read tagline is used it        The tagline can be shown in English only
                    should always appear in the approved          or English and a local language. It should
                    Helvetica	typeface	(or	if	translated,	in	     not be written in the local language alone.
                    the	approved	typeface	of	your	country)	
                    and should be in title case. There should     Tagline Colors
                    be a period at the end followed by the        The tagline may appear in black, grey,
                    Registered	Trademark	(“circle	R”)	symbol.	    white, or the Room to Read blue only.
                    The Registered Trademark symbol should
                    be superscript. The tagline can appear
                    on a single line, on two lines, or on three




6
Tagline layout - English language

                             The	following	examples	represent	
                             approved layout options if the tagline
                             is written in English only.



                             Tagline Alone
                             The tagline may be used by itself apart
                             from the logo. Please use the same line
                             breaks as shown below.




                             1-line Stacked Tagline
                             When the logo is used together with the
                             1-line tagline, it goes underneath and
                             centered.




                             2-line Stacked Tagline
                             When the logo is used together with the
                             2-line tagline, it goes underneath and
                             centered. Please use the same line break.




                             2-line Tagline
                             When there is more horizontal space than
                             vertical space, the 2-line tagline may be
                             used. The tagline goes to the right of the
                             logo.




                             3-line Tagline
                             An	option	to	the	2-line	tagline	may	be	
                             used. The tagline goes to the right of
                             the logo.


                                                                          7
    Tagline layout - English & Local language

                                                                         The	following	examples	represent	
                                                                         approved layout options if the tagline is
                                                                         written in English and a local language.




      World Change Starts with Educated Children.                        The tagline may be used by itself apart
                                                                         from the logo. The 1-line tagline should
    Ωορλδ Χηανγε Σταρτσ ωιτη Εδυχατεδ Χηιλδρεν.                          be used.




                                                                         1-line Stacked Tagline
                                                                         When the logo is used together with the
                                                                         bilingual 1-line tagline, it goes underneath
                                                                         and centered.




      World Change Starts with Educated Children.
    Ωορλδ Χηανγε Σταρτσ ωιτη Εδυχατεδ Χηιλδρεν.



                                                                         2-line Stacked Tagline
                                                                         When the logo is used together with the
                                                                         bilingual 2-line tagline, it goes underneath
                                                                         and centered. Please use the same line
                                                                         break.
                World Change Starts
               with Educated Children.
               Ωορλδ Χηανγε Σταρτσ
              ωιτη Εδυχατεδ Χηιλδρεν.




                                                                         2-line Tagline
                           World Change Starts with Educated Children.   When there is more horizontal space than
                                                                         vertical space, the bilingual 2-line tagline
                           Ωορλδ Χηανγε Σταρτσ ωιτη Εδυχατεδ Χηιλδρεν.
                                                                         may be used. The tagline goes to the right
                                                                         of the logo.




8
Design	Color	Palette

                    To	maintain	our	“look”	so	that	all	com-          or a few of the secondary colors, which
                    munications worldwide work together,             include the yellow and green colors of the
                    we have developed an approved palette            logo as well as complimentary colors, but
                    of colors for you to use when designing          please do not add any new colors to your
                    Room to Read materials. Our corporate            work. Typical body copy is black or grey.
                    blue	(the	same	blue	as	in	our	logo)	is	our	
                    primary color and should be used as the          Designs	are	being	created	for	us	world-
                    primary color for your marketing materi-         wide by many people, and we need to be
                    als. If budget requires only a 2-color           sure that everything that is created looks
                    production you should use the Room to            like it is coming from the same organiza-
                    Read corporate blue and black or grey.           tion. Your diligence in this effort will help
                    To work with the blue you may use all            us achieve our goal.



            Print (CMYK)             Screen (RGB)                 Web (Hex#)                Print (Pantone/PMS)


Primary
Color:
            95-34-12-3               0-122-164                    007AA4                    PMS 3015-U




Secondary
Color
            0-20-80-0                255-204-78                   FFCC4E                    ......
Palette:




            40-3-86-0                151-177-75                   97B24B                    ......




            0-35-100-0               250-167-74                   FAA74A                    ......




            0-9-18-77                95-86-78                     5F564E                    ......




            40-40-50-20              135-123-108                  877B6C                    ......




                                                                                                                     9
     The Fonts

     Consistent font usage is another
     important component of Room to
                                                 45 Helvetica Neue	Light
     Read’s corporate identity system.
                                                 abcdefghijklmnopqrstuvwxyz
     All	employees	and	vendors	that	will	
     be producing professional printed           AbCDeFgHijklmNOPqRSTuvWxyz		
     marketing materials such as business
     cards, brochures, post cards, books,        12345678910$%&?
     or signage in English, should have
     and use our approved font. If you
     do not have the Room to Read font           46 Helvetica Neue Light Italic
     it can be sent to you from our head-
     quarters office. It is also available for   abcdefghijklmnopqrstuvwxyz
     purchase	at	Adobe.com.
                                                 abcdefgHIjkLmNopqrstuvwxyz
                                                 12345678910$%&?

     Helvetica Neue Font Family
     Helvetica is a sans serif font which
                                                 55 Helvetica Neue Roman
     comes in a variety of weights to            abcdefghijklmnopqrstuvwxyz
     suit your needs. On Room to Read
     communications, Helvetica Light is          abCdefgHijKlMNopqRstuvwxYz
     most commonly used for body copy
     and large headlines. Helvetica Bold is      12345678910$%&?
     used for subheads with body copy.
     For	small	text	that	is	reversed	out	of	
     a dark background, Helvetica Roman          75 Helvetica Neue Bold
     may be used. This font family is
     available	for	purchase	at	Adobe.com.        abcdefghijklmnopqrstuvwxyz
     For print or web solutions, where the       ABCdeFGHijKLMNOPqRSTUvWxYz
     Helvetica	Neue	font	is	not	available,	
     the	font	Arial	may	be	substitutued.	        12345678910$%&?

                                                 95 Helvetica Neue Black
                                                 abcdefghijklmnopqrstuvwxyz
                                                 aBcdefgHijklmNopqrstuvwxyz
                                                 12345678910$%&?




10
Mission Statement


             Our mission statement represents the
             goals and principles that guide us every
             day. Please take care to embrace and
             promote	our	mission	statement	exactly	
             as it is written here. There should be no
             modifications to this language.




             We partner with local communities throughout the
             developing world to provide quality educational
             opportunities by establishing libraries, creating local
             language children’s literature, constructing schools,
             providing education to girls and establishing computer
             labs. We seek to intervene early in the lives of children
             in the belief that education empowers people to
             improve socioeconomic conditions for their families,
             communities, countries and future generations.
             Through the opportunities that only education can
             provide, we strive to break the cycle of poverty, one
             child at a time.




                                                                         11
     About	branding

                 What it is                                     Too much of a good thing
                 Our brand identity provides the highly         There	is	an	expression	that	sometimes	
                 distinctive	outward	expression	of	Room	to	     “less	is	more”.	While	we	encourage	proper	
                 Read’s values, personality, and promise.       use of the logo, color, and type, we want
                 Our identity system consists of elements       to remind creators of our communication
                 such as the name and logo that are used        materials that it is not necessary, and in
                 repeatedly to provide instant recognition      fact can often do more harm than good,
                 in a crowded global space. Beyond name         to	over-use	the	logo.	For	example,	put-
                 and	logo,	our	brand	identity	expresses	        ting the logo on the cover of a brochure is
                 the organization’s purpose and personal-       great but putting the logo on every single
                 ity through a well-defined color palette,      page is not necessary. Using the logo at
                 a characteristic design system and addi-       its	proper	size	(see	“using	the	Room	to	
                 tional verbal branding such as our tagline,    Read	logo”)	serves	to	enhance	our	brand	
                 mission, and category-defining phrases for     image while making the logo the full size
                 our programs.                                  of the page does not. Utilizing a small
                                                                logo for give-aways, such as note pads or
                 The brand, branding, and brand equity          hats, is great, but creating wall paper with
                 have become increasingly important com-        repeating logos is not.
                 ponents of our culture and the economic
                 success of our programs.                       This comprehensive guide will not only
                                                                enable us to strengthen our brand but
                 it’s up to you                                 it will make creating everything from a
                 Making sure that the Room to Read brand        newsletter to an invitation to a note pad a
                 is consistently applied across everything      lot easier.
                 from stationery and collateral to the web-
                 site and fund raising events is the best
                 way to create a vivid, lasting impression of
                 us as a successful global entity. In order
                 to bring out the key qualities of the Room
                 to Read brand, every tangible manifesta-
                 tion of the company should feel like it
                 came from one source. Everything should
                 clearly embody our passion for helping
                 children in the developing world gain an
                 education.




12
questions?	

              For more information on the proper use
              of the Room to Read logo and design
              standards, please contact a member of
              our marketing team at:




              International Headquarters:
              111 Sutter Street
              16th Floor
              San	Francisco,	CA	94104
              United States
              tel:	+	1	(415)	561-3331
              fax:	+	1 (415)	591-0580
              www.roomtoread.org

				
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