Brand Strategy & Identity Guidelines Version Serving the Transition to a More Beautiful World

Transcription

1 Brand Strategy & Identity Guidelines Version Serving the Transition to a More Beautiful World

2 2 The Conscious Lawyer, Brand Guidelines 2016 Contents 3 BRAND STRATEGY: 00 CONTENTS 01 PURPOSE & PROPOSITION PAGE 4 02 VISION & VALUES PAGE 6 BRAND DNA: BRAND PERSONA PAGE 8 BRAND ARCHETYPE PAGE 10 WRITING GUIDELINES PAGE 12 BRAND IDENTITY: LOGO DESIGN & USAGE PAGE 14 COLOUR PALETTES PAGE 26 TYPEFACES PAGE 30 PHOTOGRAPHY PAGE 36 GRIDS & GRAPHIC DEVICES PAGE 38 EXAMPLES PAGE 44 Please refer to the back cover for brand management contact details.

3 4 The Conscious Lawyer, Brand Guidelines 2016 Brand Strategy 5 Purpose & Proposition 01 PURPOSE & PROPOSITION What we do and A different perspective. what s the big idea: The Conscious Lawyer is a positive alternative law publication delivered online. It aims to provide a platform for those engaged in the conscious, creative and courageous practice of law in service to a more beautiful world, a world which nourishes the wellbeing of society, the earth and all beings. It aims to draw attention, recognition and support to the work of its contributors (mainly lawyers and former lawyers) and to ignite inspiration and action in their activities in its readers. It aims to cover innovative and exciting practices of law such as Collaborative Law, Conscious Contracts, Contemplative/Mindful Law, Community Law, Cooperative Law, Earth Law, Holistic Law, Integrative Law, New Economy Law, Restorative Justice, Sharing Law, Sustainable Justice and Therapeutic Jurisprudence. Above all, it aims to challenge the status quo and introduce a fresh and visionary look at the work lawyers do, and can do.

4 6 The Conscious Lawyer, Brand Guidelines 2016 Brand Strategy 7 Key Messages The world we want to see and what we believe in, to get us there. In law: 02 VISION & VALUES Create a new paradigm. Open & invite new conversations. Nourish kindness, respect, courage & creativity. Support those who practice consciously. Challenge the status quo. Invite change. Offer a much-needed alternative. Unleash a movement. Serve the transition to a more beautiful world.

5 8 The Conscious Lawyer, Brand Guidelines 2016 Brand DNA 9 Who is The Conscious Lawyer 03 BRAND PERSONA Brand personas Conscious and Present: provide the link between motivation and action. Who is The Conscious Lawyer and how does he/she behave when communicating on behalf of the brand. Lives, and acts, with conscious awareness and deeply understands the critical shift in importance from doing to being in his or her work as a lawyer. Nurtures wellbeing: Nurtures his/her own wellbeing as a prerequisite to being able to nurture the wellbeing of others and the whole. Wise and Intelligent: A lover of truth. Has a good knowledge of the current legal framework but is moved to work and practice law from a deeper, more creative, more intuitive and embodied understanding of what law is. Inner Freedom: Is able to practice differently within a rigid, rule-bound and overly intellectualised system because of a deep sense of inner freedom. Courageous: Is sustained and motivated, despite external obstacles, conflicts and pressures, because of a deep reliance on internal, not external, resources.

6 10 The Conscious Lawyer, Brand Guidelines 2016 Brand DNA BRAND ARCHETYPE Characteristics Archetypes have a certain aesthetic, a tone of voice, a way of writing; they provide a 360-degree complete personality that humanises your brand. Using these elements to create design styles and marketing will accurately communicate brand values in a way that they can be very easily interpreted by an audience, even on a subconscious level. DREAM BIG Img Source: Deviant Art & KICK SOME ASS STRONG WILLED FREE SPIRIT NOBLE HIGHLY SPIRITUAL A LITTLE MISCHIEVOUS

7 12 The Conscious Lawyer, Brand Guidelines 2016 Brand Identity 13 Writing Guidelines 05 WRITING GUIDELINES Brand characteristics DO: will influence the overall tone of the brand. However, depending on the medium, emphasis may shift to one characteristic over the others. For example social media posts may be a little mischievous whilst editorial may be more noble and strong willed. To further ensure all communications are cohesive use the writing guidelines opposite. 1. KEEP feature articles between 1,200-1,500 words 2. KEEP news updates between words 3. USE a non-academic style 4. KEEP sentence structure clear, clean and concise 5. USE sub-headings (and visual aids where possible) to highlight and illustrate points 6. STAY jargon-free (with the exception of reference to legal terms which would generally be understood by those with a legal background) 7. USE non-violent and respectful language 8. INSTILL a healthy and positive perspective 9. BE forward-thinking, progressive and solutions-focused 10. REMAIN unbiased and open-minded 11. PROVIDE a bio with links to contributor s work for features 12. PROVIDE relevant images where possible to illustrate the writing (high-resolution JPG) for features and news updates DO NOT: 1. Use footnotes.

8 14 06 LOGO DESIGN The Conscious Lawyer, Brand Guidelines 2016 Brand Identity Logo Construction Featuring 3-sided leaves filled with warm red/ orange watercolour textures to represent wellbeing and an ethical approach. The use of 3 sides to each leaf is a nod to a triangle, which represents harmony, integration, subjectivity. This is a modular concept whereby the identity can be used in various ways throughout each touchpoint, presenting the brand as fluid and forward thinking. The following guidelines communicate key points of the brand and how the various elements fit together to create a coherent, consistent and powerful visual presence. 15

9 16 The Conscious Lawyer, Brand Guidelines 2016 Brand Identity LOGO DESIGN & USAGE Logo Versions There are 2 approved orientations of the logo, vertical-stack and masthead. Vertical-stack is the primary option for marketing. It should be used wherever possible. There may, however, be times when it makes more sense to use the masthead, when space dictates. Masthead primarily used on the brands magazine cover. It should be used with the 3-sided leaves where possible. (See example pgxx)

10 18 The Conscious Lawyer, Brand Guidelines 2016 Brand Identity LOGO DESIGN & USAGE Logo Isolation & Size The size of the logo should be appropriate for its intended use. It should never be skewed to fit and must retain the same aspect ratio. The logo must have an isolation area equal to double the height of the S in CONSCIOUS around all four sides of the logo. The size of the S will be dependent on the size of the logo, therefore X equals the height of the S x2 squared. An isolation area is key to ensuring the logo does not get lost and loose its impact when used in conjunction with other content. Logo isolation area = Minimum size of the logo should be no smaller than 20mm height. Logo minimum size 20mm height.

11 20 The Conscious Lawyer, Brand Guidelines LOGO DESIGN & USAGE Brand Identity Icon The 3-sided leaves are a visual representation of the brand core values and messages. Designed as a flexible, brand asset this icon can feature in different colourways from the brand colour palette. (A few examples are shown opposite.) Doing so allows the brand to create fresh looks across its media, whilst retaining integrity and brand consistency. There may be times when the subject matter requires a more extensive colour choice. Alternative colours may be selected, with great care, and approval must be sought from a representative of the brand. 21

12 22 The Conscious Lawyer, Brand Guidelines 2016 Brand Identity LOGO DESIGN & USAGE Logo Styles Full Tone Colour These are the primary logos to use. The icon includes a subtle watercolour effect to the 3-sided leaves. These are the main go-to versions of the logo, except for limited exceptions below. Solid Whiteout This is the secondary logo. The solid white versions can be used for some forms of B/W commercial printing applications, where course halftones screens are used. It is also appropriate to use this version when placing the logo over an image or solid colour. Solid Black The solid black versions can be used for some forms of B/W commercial printing applications, where course halftones screens are used. It is also appropriate to use this version when placing the logo over an image or solid colour.

13 24 The Conscious Lawyer, Brand Guidelines 2016 Brand Identity LOGO DESIGN & USAGE Logo Best Practices Do not change, alter or modify any part of the logo. Examples of logo misuse are shown. Do not resize or change the position of the logomark. Do not use any other font, no matter how close it might look to Proxima Nova. The Conscious Lawyer THE CONSCIOUS LAWYER Do not use squish or squash the logo. Any resizing must be in proportion. Do not change the colours. Use the official colour palettes. Do not place the logo over an image or background that has a negative impact on legibility. (Examples of how the identity works best over images are shown on pgxx.)

14 26 The Conscious Lawyer, Brand Guidelines 2016 Brand Identity COLOUR PALETTES Primary Palette Pantone Process Black CP PROCESS C0 M0 Y0 K100 SCREEN R35 G31 B32 WEB HTML #231f20 Pantone 7619 CP PROCESS C12 M83 Y85 K2 SCREEN R209 G80 B57 WEB HTML #d15039

15 28 The Conscious Lawyer, Brand Guidelines 2016 Brand Identity COLOUR PALETTES Accent Palette Pantone 425 CP PROCESS C18 M3 Y0 K87 SCREEN R55 G63 B71 WEB HTML #373f47 Pantone 7497 CP PROCESS C0 M0 Y25 K68 SCREEN R113 G112 B92 WEB HTML #71705c Pantone 444 CP PROCESS SCREEN WEB C33 M0 Y4 K63 R78 G109 B119 HTML #4e6d77 Pantone 618 CP PROCESS SCREEN WEB C0 M6 Y69 K34 R182 G164 B79 HTML #b6a44f Pantone 145 CP PROCESS SCREEN WEB C12 M83 Y85 K2 R215 G136 B31 HTML #d7881f

16 30 The Conscious Lawyer, Brand Guidelines 2016 Brand Identity TYPEFACES Logo Typeface Proxima Nova bridges the gap between typefaces like Futura and Akzidenz Grotesk. The result is a hybrid that combines modern proportions with a geometric appearance. Quality proportions, spacing as well as the the feel of this typeface offer a simplicity that gives the brand mark a powerful voice. Chosen for its balance of mathematical and natural beauty Proxima Nova has open, circular forms, giving it a friendly and human appearance, these features connect well with the brand values. Proxima Nova (Bold) ABCDEF abcde1234 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()

17 32 The Conscious Lawyer, Brand Guidelines 2016 Brand Identity TYPEFACES Serif Typeface Playfair Display is an open-source typeface used by the brand for titles and headlines. Delicate high-contrast strokes place it in the more modern category of serif typefaces. With 3 weights plus a crafted small caps option this typeface can be used to add flair to the brands marketing communications and display copy. Playfair Display perfectly represents the brands new perspective. In use: The primary weight used in the brand magazine is regular as it contrasts well with Open Sans. Italics, bold, black and small caps can be used to add further contrast where appropriate.

18 34 The Conscious Lawyer, Brand Guidelines 2016 Brand Identity TYPEFACES Sans-Serif Typeface Open Sans is an opensource typeface used by the brand for content and body-copy. Open Sans is a real workhorse typeface. The variety of 5 font weights and widths will ensure flexibility, and consistency for the future growth of the brand identity at minimal cost. Open Sans perfectly represents the brands straightforward and down to earth approach. In use: The primary weights used in the brand magazine are semibold and light. This combination along with Playfair Display creates a legible and eye-catching hierarchy.

19 36 The Conscious Lawyer, Brand Guidelines 2016 Brand Identity PHOTOGRAPHY Photographic Treatments Warmth and positivity are at the heart of the brand. Juxtaposed by the hard facts in its challenging content. To communicate this photography, primarily used for editorial, mixes warm colour treated shots alongside B/W. 1. Sepia Tone: Applying this treatment ensures all colour images are consistent. It introduces warm orange/red tones from the colour palette whilst retaining the colour ranges. This subtlety creates visual ownership and breathes life and positivity into the photography. Before treatment 1 After treatment 1 2. Warm B/W: This contrasting treatment keeps the design fresh and adds sincerity to the editorial. Before treatment 2 After treatment 2

20 38 The Conscious Lawyer, Brand Guidelines 2016 Brand Identity GRIDS & GRAPHIC DEVICES Grids Applying a grid helps to rationalise the arrangement of text and imagery. The primary grid is a 12-column page with wide margins. 12 is a well distributed division with a good range of widths to which you can assign content. The top margin is given more space to allow for repeated branding or navigation features. The 12-column grid offers function and flexibility across printed and online publications whilst ensuring the look and feel is coherent. Primary grids are for A4 publications and a website layout as shown opposite. A4, 12-column spread, 12pt baseline. Top margin 28mm, all other margins 18mm. Where other sizes are required the grid should be resized logically. For example a 12-column grid on A5 would be a 6 column grid. Website template, 12-coloum grid.

21 40 The Conscious Lawyer, Brand Guidelines GRIDS & GRAPHIC DEVICES Brand Identity Grids The cover grid uses a 12-column grid with 7mm margins to allow for powerful positioning of the masthead and cover image. Navigational features such as a synopsis of content, edition number and date span 4-columns top left to catch the readers eye. Brand consistency is achieved with the placement of the 3-sided leaf top right. In time the cover may evolve. Sticking to a 12-column grid will ensure this is done coherently. 41

22 42 The Conscious Lawyer, Brand Guidelines 2016 Brand Identity GRIDS & GRAPHIC DEVICES Graphic Devices An linear device evocative of the equals symbol, representing the brand values of equality and justice, is a device carried through from the logo identity and used in branded materials. This can be in any brand colour, placed within imagery or used to help explain a process or story. More devices may be added as the brand grows. This should be done by a brand representative of The Conscious Lawyer and with consideration for coherently building on the ideas within these guidelines. 0X

23 44 The Conscious Lawyer, Brand Guidelines 2016 Brand Identity EXAMPLES Business Card

24 46 The Conscious Lawyer, Brand Guidelines 2016 Brand Identity EXAMPLES Letterhead

25 48 The Conscious Lawyer, Brand Guidelines 2016 Brand Identity EXAMPLES E-Newsletters

26 50 The Conscious Lawyer, Brand Guidelines 2016 Brand Identity EXAMPLES Background Treatments Versatile logo styles offer flexibility for marketing communications. Best practice is to use the identity with warm B/W photography and avoid visual clutter by placing the identity in a clear space.

27 52 The Conscious Lawyer, Brand Guidelines 2016 Brand Identity EXAMPLES Social Media Profiles

28 Contact Details For all brand management needs please contact brand owner Elaine Quinn E: Brand Guidelines prepared by One Line E: